Marketing Commons^™

2018-December-15-Veterans Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Changing Face Of Pester Power, Margaret-Anne Lawlor

Articles

No abstract provided.

Promoting A President: Tone In Presidential Candidate Correspondence Via Twitter, Eva Coleman-Owusu, Sabrina Habib

The Winthrop McNair Research Bulletin

The purpose of this research is to provide insight into the changes of integrated marketing communications in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence of the Republican and Democratic nominees, a content analysis was used to discover positive tones, negative tones, and themes during the 2016 presidential election. Data was collected from the end of the primary elections to election day in November 2016. This research also builds on previous studies focused on the growing impact of social media in political communications. The findings from this study include: (1) Hillary …

2018-December-05-Upward Bound, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 5, 2018) — Area high school students participating in the Upward Bound program at East Tennessee State University will experience an enhanced science, technology, engineering and math curriculum thanks to a supplemental award from the U.S. Department of Education.

Upward Bound, a federally funded TRIO program aimed at increasing opportunities for high school students to attend college, submitted four STEM project proposals ranging from field trips to robotics courses. Each proposal received a one-time supplemental award of $40,000.

More than 270 students from 14 area high schools are currently enrolled in ETSU Upward Bound.  Students typically start …

Free Views To Pay Per Views, Andrew York

Honors Thesis

The purpose of this research was to analyze three different narrative web series that were adapted into traditional television formats within the past ten years. Delving into how the creators marketed themselves, created the content, and distributed the content allows the reader to notice strategies that worked in the past to sell stories to production companies.

What Women’S Networks And Groups Can Do To Strengthen The Impact Of Utah Girls And Women, Susan R. Madsen

Marketing and Strategy Faculty Publications

This idea sheet is based on a 2018 gathering of 65 leaders of women’s networks, groups, and organizations in Utah in many arenas. It provides an overview of opportunities to influence cultural attitudes in ways that are relevant in all settings, followed by specific ideas and solutions to advance and empower women and girls in more distinct environments.

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

Project Renew Worcester, Danni Yue, Amy Zhang, Jing Han, Omid Ashrafi, Yiming Xu

School of Professional Studies

n The client for this capstone project is RENEW Worcester which is a fledgling solar power project whose main goals are to bring renewable energy in the form of solar power into local, primarily low-income communities and are committed to the mission of making the transition off of fossil fuels to clean, renewable power. Based in Worcester, Massachusetts, they are a local chapter of Co-op Power which is a consumer-owned sustainable energy cooperative (co-op) made up of numerous different local chapters all over the New England area as well as the state of New York. The problem that we will …

Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior: Price-Quality Judgments And Creativity, Sijie Sun

Marketing Dissertations - Archive

Globalization has substantially influenced the world economy and also individuals. As a person with a cross-cultural background, it is fascinating to observe that different identities change individuals’ behavior. My dissertation focuses on cultural psychology and creativity with a specific focus on analyzing the effect of consumers’ local or global identity influences different aspects of consumer decision-making. In the first essay, consumers often rely on price to judge a product’s quality, especially when they do not have sufficient knowledge about attributes.However, how is such a tendency affected by consumers’ local-global identity, product type(e.g., services vs. goods; hedonic vs. utilitarian), and distribution …

2018-December-01-2018 Recap, University Marketing And Communications, East Tennessee State University

ETSU News

As we enjoy the excitement of a new year, let’s take a moment to look back at 2018. In case you missed it, or want to remember the milestones and achievements celebrated by the ETSU community this year, take a look at the headlines below.

Be sure to share your favorite stories with friends and family, and on social media.  New audiology clinic opens in Elizabethton 

Seven athletes with ties to ETSU selected to compete in Winter Olympics

Open textbook network established

Dr. Brian Cross named a Fulbright Scholar

Gatton’s GenRx committee named best in nation for the third time …

2018-December-01-Archives Anniversary, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Center of Excellence for Appalachian Studies and Services (CASS) is marking the 40^th anniversary of the founding of its Archives of Appalachia.

During the past four decades, the Archives of Appalachia has acquired a world-class repository of more than 800 collections, 84,000 sound recordings and nearly 8,000 moving images, making it one of the world’s leading regional archives.

The Archives began in 1978 to promote an awareness of and appreciation for Appalachian culture and history.  Among its earliest collections was the Burton-Manning collection, an oral history archive of Appalachian folklore, manners and …

2018-December-01-Dr Beth Anne Fox Appointed Associate Dean Of The Quillen College Of Medicine, University Marketing And Communications, East Tennessee State University

ETSU News

Dr. Beth Anne Fox has been appointed Associate Dean of the Quillen College of Medicine and Chief of Staff for the Office of the Dean.  She was named to the current role by Interim Dean of Medicine Dr. William A. Block.

Dr. Fox is a 1998 graduate of Quillen and she completed her family medicine residency at ETSU in 2000.  She has served as a faculty member in the Department of Family Medicine for the past 15 years and currently holds the rank of Professor.  Her leadership roles in the department have included serving as Vice Chair and as Program …

2018-December-01-Renaissance Child Winter Enrichment, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – Children in grades K-6 are invited to attend the Renaissance Child Winter Enrichment for a festival of winter fun from Wednesday-Friday, Jan. 2-4, 2019.

This three-day camp is sponsored by the Office of Professional Development in East Tennessee State University’s School of Continuing Studies and Academic Outreach.

Campers will participate in a variety of holiday arts and crafts, games and winter fun enrichment activities.  The camp includes a trip to Ober Gatlinburg on Thursday to see the holiday lights and to ice skate.

Campers may be dropped off at ETSU’s Sam Wilson Hall at 8 a.m. and …

2018-December-01-Seven Habits, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – This past summer, East Tennessee State University faculty member Dr. Deborah Harley-McClaskey got an unexpected phone call.

“It was from Sean Covey, the author of ‘Seven Habits of Highly Effective College Students’ and President of FranklinCovey Education,” recalls Harley-McClaskey, an associate professor in the Clemmer College. “He and his staff wanted to know if I would consider interviewing to be the co-author of the next edition of his book – I was completely blown away.”

“The Seven Habits of Highly Effective College Students” is a widely-taught textbook derived from Stephen R. Covey’s global bestseller “The Seven Habits …

Normas Dominantes En Las Decisiones Éticas Y Actitudes De Los Estudiantes Universitarios: Teoría Y Prueba Empírica Obtenida En México, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Para que la fuerza laboral de un país se comporte de manera ética en el ejercicio profesional es necesario que durante su preparación educativa desarrolle una base ética sólida que le permita resolver dilemas éticos de manera correcta. Estudios previos demuestran que trabajadores no éticos usualmente fueron también estudiantes no éticos. El principal objetivo de este estudio fue conocer la orientación ética de los estudiantes universitarios en México y evaluar las diferencias de orientación entre los alumnos de postgrado y pregrado, y entre los alumnos de las carreras económico-administrativas e ingeniería. También se buscó medir las actitudes de los estudiantes …

2018-December-01-2019 Grammy Nominees, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – Two individuals with ties to East Tennessee State University are among the nominees for the 2019 Grammy Awards.

Dr. Ted Olson, a professor in the Department of Appalachian Studies, and co-producer Richard Martin received a nomination for Best Album Notes for “4 Banjo Songs, 1891-1897: Foundational Recordings of America’s Iconic Instrument” by the late Charles A. Asbury.  This album features the first-ever release of minstrel-era banjo recordings, played by an African American veteran of the minstrel stage, and Olson says some of the recordings in this release are probably the oldest extant recordings of banjo music. …

2018-December-01-Asking What If, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – During the past year, faculty members in the Department of Biomedical Sciences at East Tennessee State University’s Quillen College of Medicine were awarded $6.7 million in new extramural funding.

The grant proposals were funded by agencies such as the National Institutes of Health, American Heart Association, American Foundation for Suicide Prevention, and the Swiss National Science Foundation and will support research studies in the areas of heart disease, neurological and psychiatric diseases, infectious diseases and cancer.

“This is an era in which earning extramural support for research projects has become increasingly competitive, and the success our department …

2018-December-01-Reunion Agents, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – Members of the East Tennessee State University Class of 1969 and Golden Fifties Club who are interested in serving as class reunion agents for the 2019 Spring Weekend are being sought by the ETSU National Alumni Association.

These agents will be asked to encourage their classmates to attend the spring reunion on May 3-4, 2019.  Planning begins Jan. 10.

ETSU President Brian Noland will host the 1969 reunion class and Golden Fifties Club – comprised of ETSU alumni who graduated 50 or more years ago – during the Spring Weekend.

The weekend includes a brunch, tours of …

What Do We Know About Digital Attribution?, John B. Ford

Marketing Faculty Publications

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

Are Accounting Firms Breaching The Age Discrimination Act With The Inclusion Of Mandatory Retirement Provisions, Emily Haggard

Marketing Undergraduate Honors Theses

Age is just a number. This phrase has been murmured time after time in history. From famous movie scenes, song lyrics, pages in books, and wisdom from mothers, everyone has heard this at least once in their lives. Some joke that age only matters in wine and cheese. Some argue that age is all a limitation that the mind gives you. People are taught to never ask a woman how old she is, and as a society we celebrate certain ages such as twenty-one and sixteen, yet shun and deny those such as thirty and fifty. There are rules for …