Marketing Commons^™

A Further Empirical Investigation Into The Semantic Meaning Of Advertising Price References, Jeffrey Gutenberg, James M. Quinn

Atlantic Marketing Journal

Abstract – This study extends a well-known investigation of the meaning to consumers of commonly used comparative advertising pricing claims (e.g. “compare at”) by employing a broader demographic representation of respondents than the student sample which was used in the original research. Large and statistically significant differences were found between the two groups of respondents yet the main implications for practitioners remain the same.

An Investigation Of Factors Influencing Consumer Responses To Health-Related Food Product Claims, Jean Darian, Louis A. Tucci, John Stanton, Stephen Baglione

Atlantic Marketing Journal

Abstract – The purpose of this study was to investigate the ability of general versus specific health claims in increasing consumers’ likelihood to consume more fresh mushrooms. The sample was obtained from an Internet panel; and the sample was restricted to consumers of fresh mushrooms. The results indicate that specific health benefits claims are superior to general health benefit claims in influencing consumer purchase intentions

2017-June-30-Kendall Haven Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson

Master of Arts in Media and Communication Plan II Graduate Projects

There has been a movement toward digital media marketing channels away from the traditional media marketing channels in the realm of business-to-business (B2B) marketing. This transformation is more than mere semantics. It reflects the recent integration of digital strategies including blogging, social media, and email marketing by B2B marketers. A greater commitment to driving return on investment (ROI) and tracking movement through a website is seen in these strategies. In the rapidly changing digital landscape of B2B marketing, there is a focused emphasis on analytics, which reveals a sharp contrast between traditional media channels and social networking. With traditional media, …

Product Shadows And Ad Evaluations, Nazuk Sharma

USF Tampa Graduate Theses and Dissertations

Prior research shows that stylistic ad manipulations (i.e., the style or manner in which product visuals are presented in an ad) impact consumer perceptions (Yang, Zhang and Peracchio 2010). This dissertation explores the impact of presence (versus absence) of a product’s shadow in the ad frame, as a visual stylistic manipulation influencing consumer ad perceptions. While many stylistic manipulations have been explored in the past, product shadows in how they impact ad perceptions have not been explored.

Drawing on a holistic understanding on object shadows from the visual art, cognition and psychophysics literature streams, this dissertation investigates how product shadows …

#Reviewbowlinggreen: Food And Attractions Guide For International Students, Kanyawee Skulsillapakorn

Mahurin Honors College Capstone Experience/Thesis Projects

Being in a different country, far away from home, surrounded by strangers that speak a different language than your mother tongue is daunting. Most international students often feel out of place when they arrive in America for the first time. What can we do to change international students’ perspective of Bowling Green from one of being a “boring, small town” to a vibrant growing community? This project will use social media platform like Facebook to promote restaurants and other attractions. Users can write reviews of restaurants, shops, and places to visit in Bowling Green. By including the hashtag #ReviewBowlingGreen on …

2017-June-28-Leon Humphrey Jr., University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

New Media Communication And Recruitment For Postsecondary Institutions, Jessica Gast

Master of Arts in Media and Communication Plan II Graduate Projects

The field of higher education is becoming more and more competitive and postsecondary institutions are aggressively searching for the best communication and recruitment strategies to recruit and attain high school seniors. As technology advances, the methods utilized to communicate and engage with prospective students during their college decision-making process must be transformed. The purpose of this Master’s project is to examine higher education marketing and recruitment literature to recommend the best communication and recruitment strategies in which postsecondary institutions should invest. Evidence-based research is utilized to examine how and why high school seniors learn about and engage with institutions, as …

2017-June-24-Suzuki Flute Institute, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-23-Adult Friendly Institution, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-23-Farewell Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

A Study Of Digital Communications Between Universities And Students, Perry D. Drake

Dissertations

This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices.

The purpose of this study was to (1) research how these universities are using social/digital communications to engage with students and prospective students; (2) compare the executional tactics of universities to corporate best practices; (3) determine if by applying corporate best practices universities reap the same benefits as corporate in terms of higher engagement rates with their customers; and (4) determine if a correlation exists between a university’s Forbes ranking and its use of social media …

2017-June-22-Discovering Your Identity, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-21-Jessica Dunker, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-20-Heritage Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Conceptualizing And Measuring Design Of Retail Environments, Julie C. Steen

Doctor of Business Administration Dissertations

Managing the retail environment is critical for retailers since the retail environment affects consumer’s behavior within a store. To investigate retail environments, researchers often group the environment into three dimensions—an ambient, a social and a design dimension. While the ambient dimension is frequently investigated and research on the social dimension is gaining momentum, the design dimension has received comparably little attention. There is not a common definition of design in the literature. The lack of common definition has led to many different scales for design being offered in the literature, generating conflicting and incomparable empirical results.

This dissertation addresses these …

Hate Is A Strong Word: The Influence Of Hate-Acknowledging Advertising On Brand Outcomes, Lisa Monahan

USF Tampa Graduate Theses and Dissertations

Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging.

In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknowledge that a brand is hated (i.e. hate-acknowledging advertising) can be advantageous for corporate polarizing …

2017-June-16-The Games Begin, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-16-Upward Bound Grant Renewal, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-14-Surveying Scholarship Recipients, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.