Advertising and Promotion Management Commons^™

The Use Of Celebrity Endorsements As A Public Relation, Kate Power

Theses

A huge part of public relations in todays world is based around celebrity and their endorsements of brands, products, services and causes. The use of celebrity endorsement has become such a vital and trusted public relation tactic by so many PR practitioners to create a communication vessel between brand and consumer. This type of engagement between brands and their target audiences has become increasingly important to the Public Relations world for building long lasting and enduring relationships with these consumers and targeted audiences.

The aim of this research is to discover if celebrity endorsement makes an impact within public relations …

The Effectiveness Of Negative And Positive Advertisements, Kristen Hora

Honors Program Theses

Whether we know it or not, we are faced with hundreds or even thousands of advertisements every day. Sometimes we acknowledge them and sometimes we do not, but whether or not we realize it, they can and do impact our decisions. The purpose for my senior year Honors Program Thesis was to determine the effectiveness of negative and positive advertising on people who are already favorable or unfavorable towards an industry. I chose to examine video advertisements with the topic of the pork industry. The basis of this research comes from my past experience in promotion for the pork industry. …

Adpr 357: Account Planning—A Peer Review Of Teaching Project Benchmark Portfolio, Sriyani Tidball

UNL Faculty Course Portfolios

A course portfolio investigating student learning in ADPR 357, complete with case studies of student work.

How Has Social Media Impacted The Relationship Between Public Relations And Marketing Functions In Small Businesses., Lorraine Sheehan

Theses

This study is concerned with investigating the impact of social media on the relationship between public relations and marketing functions in small businesses in Ireland. The relationship between public relations and marketing has been debated in the literature and in organisations for many decades. Social media has an influence on the channels of communication which in turn influences public relations and marketing functions.

Both primary and secondary research methods on gathering findings of social media, public relations and marketing functions were carried out. Areas of conflict and tension between public relations and marketing were highlighted. The impact of social media …

How The Use Of Social Media As A Public Relations Tactic Has Aided Animal Rescue Organisations In Raising Awareness Of Their Cause, Carole Hennessy

Theses

This study aims to contribute to the understanding of the non-profit sector, in particular animal welfare organisations and how social media can be used as a Public Relations tactic which in turn enables them to raise awareness of their cause.

A qualitative research design was deemed the most suitable by the researcher. Semi-structured interviews and a content analysis in the form of a netnographic analysis of the chosen non-profit organisations Facebook pages were used to collect the primary data. Interviewees were chosen on the basis they had knowledge, experience and exposure in their area.

Research findings indicate that social media …

How Social Media Networking Is Supporting Customer Engagement And Brand Awareness: A Pr Perspective In An Irish Context., Miriam O'Regan

Theses

The primary purpose of this thesis is to investigate the phenomenon of social media networking in the Irish organisational context. The study examines how Irish organisations are utilising social media networking as a communication platform. The research assesses the aspects of phenomenon that provide organisational advantages in Public Relations. Therefore, aim of the study is to identify how social media networking is influencing customer engagement and brand awareness.

The first research phase comprises of an extensive literature review of key academic sources of secondary research including reports, articles and publications. This review cultivates a range of sources with insight into …

The Use Of Online And Offline Communication In Public Information Campaigns: A Case Study Of The Health Service Executive “Quit” Campaign, Rachel O'Sullivan

Theses

To understand the role of offline and online communication in public information campaigns, research of the Health Service Executive (HSE) “Quit” Campaign was conducted. Through document analysis of campaign materials and interviews, an in-depth examination of the campaign communication platform is presented. Discussion of these elements reveals the strengths of both communication tools in current public messaging. The research concludes with a set of recommendations for future public information campaigns and describes how this modem day campaign is an excellent model that other organisations can emulate.

The Industrial Dynamics Of Order Rationing, Shortage Gaming, And Retail Promotions Demand Shock: A Discrete Event Simulation Experiment, Uio In Sara Liao-Troth

College of Graduate Studies: Theses & Dissertations

This research investigates the impact of order rationing strategies, shortage gaming responses, and retail promotions demand shock on the long-term system performance of the inventory ordering and fulfillment process between competing retailers and a shared upstream manufacturer. The research addresses a need to understand the horizontal dynamics of competition for supply inventory among interconnected entities within business systems. It also expands understanding of the interactions between various manufacturer order rationing strategies and retailer shortage gaming responses, in the context of supply capacity constraints arising from a retail promotions demand shock.

A discrete event simulation based on a US major appliance …

Supply Chain Management: Impact Of Customer Relationship Marketing On Performance Under Cooperation And Competition Strategies, Maria Eugenia Barua

Open Access Theses & Dissertations

The dissertation investigation proposes a modified supply chain management model that is grounded on marketing theory and the concept of production sharing. Specifically, the model challenges the traditional cooperation-conflict continuum of strategic marketing management with a new managerial approach based on a cooperation-competition continuum. I investigate the significance of the new model in explaining behaviors in the supply chain management and its performance. In addition, I investigate whether the proposed managerial continuum (cooperation-competition) is consistent with other behaviors including power, conflict, trust, and customer relationship marketing such that coordination and supply chain performance is enhanced.

The data collection from manufacturers, …

Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney

Journalism

The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that …

Aesthetic Qualities Of Websites And Their Effects On Public Perceptions Of Agricultural Issues And Organizations, Chase Tyler Hundley

Graduate Theses and Dissertations

This study sought to evaluate perceptions of agricultural issues and organizations based on how information is presented visually in websites. Researchers intended the results to be used to help the agricultural industry more effectively communicate information through better website design and increased persuasiveness. The study was conducted through the use of three focus group sessions as mapped out by Krueger (1998a, 1998b, 1998c) and Morgan (1998a, 1998b). The study used non-agriculture students purposively selected from a class in the University of Arkansas School of Human Environmental Sciences as participants in the study. The subject demographics closely resembled the primary demographics …

Branding For A New Wellness Program: The Importance Of Brand Identity And Using Social Media, Jennifer Jenkins

Journalism

In today’s world, health organizations are all about losing weight and getting into shape. While this is important to maintain one’s health, it is not the only factor in a healthy lifestyle. Lou F. saw this great discrepancy in the wellness field, and decided that what was needed was an organization dedicated to mental health as well as physical health, encompassing fitness training, nutrition, and counseling for the everyday individual as well as the corporate world. With this idea in mind, Lou set out to create this type of organization. This paper addresses the importance of creating a strong brand …

The Applied Psychology Of Harry Hollingworth: Roots In The Great Plains, Volume 1, Harry Hollingworth, Ludy T. Benjamin, Lizette Royer-Barton

University of Akron Press Publications

Harry Levi Hollingworth was one of the pioneers in the field known today as industrial-organizational psychology. He was the author of more than twenty books and a hundred scientific and theoretical articles. His honors were many, including serving as President of the American Psychological Association in 1927. In 1940, at the age of 60 and partly initiated by the sudden death of his wife, Hollingworth took stock of his life in an autobiography that focused on his origins and development in rural Nebraska and his subsequent career as a psychologist at Columbia University. For the first time, this autobiography is …

Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park

Business Faculty Publications

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences …

Common Practices In Destination Website Design, Cuauhtémoc Luna-Nevarez, Michael R. Hyman

WCBT Faculty Publications

The Internet has become a key marketing channel for tourist destinations. To identify typical features of destination websites, a content analysis of websites for top global destinations—by number of international arrivals—was conducted. Six factors were evaluated: primary focus, navigation and interactivity, visual and presentation style, textual information, use of advertising, and use of social media and travel aids. In addition, a cluster analysis was conducted to identify homogeneous groups of websites in the sample. The findings revealed three naturally occurring groups. Inter-cluster differences suggest that DMOs use different approaches to target potential visitors, as evidenced by websites ranging from purely …

Reducing Unlawful Prescription Drug Promotion: Is The Public Health Being Served By An Enforcement Approach That Focuses On Punishment?, Vicki W. Girard

Georgetown Law Faculty Publications and Other Works

Despite the imposition of increasingly substantial fines and recently successful efforts to impose individual liability on corporate executives under the Park doctrine, punishing pharmaceutical companies and their executives for unlawful promotional activities has not been as successful in achieving compliance with the Federal Food, Drug, and Cosmetic Act (FD&C Act) as the protection of the public health demands. Over the past decade, the Food and Drug Administration (FDA) and the Department of Justice (DOJ) have shifted their focus from correction and compliance to a more punitive model when it comes to allegedly unlawful promotion of pharmaceuticals. The shift initially focused …

3dme: 3d Media Express From Rgb-D Images, Tam Nguyen, Lusong Li, Jun Tan, Shuicheng Yan

Computer Science Faculty Publications

Considering the continuously increasing availability and accessibility of 3D media and the depth camera such as Kinect, we demonstrate an innovative 3D media system called 3DME. The objective of this demo is three-fold.

First, the demo exhibits the creation of 3D images from RGB-D images. Second, 3DME allows a user to insert impressive effects to the produced 3D content. Last but not least, our demo is one of the first attempts toward advertising with 3D content.

Branding Lazos De Amor: Importance And Challenges Of Branding Small Non-Profits, The Journey Towards A Better Brand., Sugey Terrero

Capstone Collection

Branding is an integral journey that precedes, includes and surpasses any marketing and advertising effort; it entails an internal process of self-discovery, combined with the exportation (marketing) of organizational values through visual and tangible means (advertising). This capstone focused on the following questions: why is branding important for non-profits? What factors contribute to non-profits not focusing on branding? In addition, what strategies can small non-profits use to develop and manage their brand more effectively? The first question was explored through literature, while the second was explored both theoretically and empirically beginning with an analysis of why branding is a challenging …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

WCBT Faculty Publications

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder

Pell Scholars and Senior Theses

The fashion industry continuously faces the issue of fashion piracy, retailers intentionally copying fashion designs from the runway and cheaply manufacturing them to sell at a low price. While large retailers are soaring, many young designers are struggling to survive. Fashion labels are turning to better marketing strategies and the use of social media to increase their popularity, image and revenue. This thesis covers the rise of Twitter, and how fashion designers, specifically Diane Von Furstenberg, Nanette Lepore, and Tory Burch, use Twitter and for what purpose. My goal is to determine if the use of Twitter fosters brand growth …