Marketing Commons^™

Designing A Visual Brand For A Children’S Furniture Startup, Rachel Denoble

Graphic Communication

The purpose of this study was to design a visual brand for a children’s furniture startup company. The research from this study was applied to The Cardboard Guys, a company that makes furniture completely made out of corrugated cardboard. Designs were created for the company’s branding style guide, product assembly instructions, and Kickstarter campaign page. Each piece of this project was measured for success a little differently - the style guide was given feedback from a professional design firm, the assembly instructions were given to a group of kids and parents to test, and the Kickstarter campaign was both critiqued …

Self-Concept And Product Extension: Why Some Products “Wear In” While Others “Wear Out”, Carmen M. Hawkins

Honors Capstones

No abstract provided.

2015-May-01-Gold, Silver, Bronze, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-01-Dr. Jason Moore, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-America's Best Award - 2015, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Effect Of Showrooming On Specialty Retailers: Leveraging A Framework For Success, Erin Jodi Belk

Accounting Undergraduate Honors Theses

As technology continues to increasingly infiltrate the lives of consumers around the globe, retailers are being faced with new challenges. Not only is there a push for retailers to be faster and more responsive, but retailers are also expected to have high integration across all channels. Over the past few years, as online shopping expanded and e-commerce became the norm, phenomena such as showrooming — consumers using their phones to comparison shop in stores — seemed like the evident and looming death of brick and mortar retailers (Adler, 2013). Historically, offline retailers have tried various methods to eliminate showrooming, going …

Rinse, But No Need To Repeat, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Unilever promotes water sustainability through product innovation. By October 2007, it had become apparent that competition in the laundry products segment in Vietnam was heating up rapidly. Huyen Bui, the senior brand manager for Comfort at Unilever Vietnam, was contemplating how to stay ahead of long-time rival, Procter & Gamble (P&G), in terms of market share. In April 2007, Unilever launched Comfort One Rinse, a fabric conditioner designed to reduce water use in hand-washed laundry by 66 percent. Six months later, P&G responded by launching Downy One Rinse, a nearly identical product.

An Information Privacy Examination Of The Practices Of Pharmaceutical Companies Regarding Use Of Information Collected Through Their Websites, Shonda Dellena Brown

CCAC Theses and Dissertations

Consumers have begun to take a more proactive approach to their healthcare by accessing pharmaceutical companies Websites to obtain health and drug information, support groups, rebates, coupons, as well as free drug trials. In exchange for these benefits, companies require consumers to voluntarily disclose information. However, research has shown that consumers continue to be concerned about how their information is managed, used, and distributed by companies, especially if accessed via the Web. To date, there has been limited empirical research to examine the actual online practices of companies when it comes to privacy, especially those of pharmaceutical companies. Using Delphi …

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

The Effectiveness Of Modern Advertising At Achieving Brand Remembrance, Connor P. Robertson

Marketing Undergraduate Honors Theses

The relationship between aspects of modern commercial advertising, such as use of storytelling, positive and negative emotional factors, and message content, and their effect on achieving correct brand remembrance with the commercial’s viewers was studied. One hundred sixty subjects completed a survey that prompted them to remember the brands associated with five different commercials shown during the 2015 Super Bowl, as well as asked other questions about each commercial and the subjects’ television viewing habits. Results showed that a very small percentage of viewers correctly remembered the brand associated with commercials they had seen, and that this correct brand remembrance …

Zipcar: Unlocking The Keys To Alternative Mobility For Aarhus University Students And Professionals Of The Community, Natascha D. Bunner

Marketing Undergraduate Honors Theses

Zipcar is a company which has revolutionized the mobility of its users and is currently the world leader of car-sharing networks (Zipcar, 2015). A member of the industry powerhouse, Avis Budget Group, Inc., with operations currently in the United States, Canada, UK, France, Spain, and Austria, Zipcar is looking to expand its market share and total sales internationally. This report sets forth to analyze the potential market of Aarhus, Denmark for Zipcar. The report is essentially a marketing plan for Zipcar to enter the community of Aarhus, Denmark which contains competent cultural, economic, industry analyses for the intended product and …

Student Organization Success: Developing A Business Plan For The University Of Arkansas American Marketing Association Collegiate Chapter, Candace Brooke Gooding

Marketing Undergraduate Honors Theses

This paper explores best practices and original research to develop suggestions for the University of Arkansas American Marketing Association Collegiate Chapter in order to face an upcoming change in officer structure. Previously relying on a class structure for officers, University of Arkansas AMA is transitioning to leadership completely outside the classroom. College students involved in various organizations across the country were surveyed in order to find commonalities between organizations and perceptions of organizations. Similarities, combined with previous literature, were used as a basis for developing recommendations.

Consumer Perceptions Of Apparel Fit Satisfaction And Sizing Based Upon 3d Body Scanning And Block Garment Assessment, Nicole Lee Coury

Graduate Theses and Dissertations

The objectives of this study were to first, determine whether Walmart, Inc. customers are purchasing the correct size garments for their body measurements, and their perceptions of the fit of Walmart, Inc. clothing prior to trying on the current block garments. The next objective was to determine which factors influence fit satisfaction after the participants have tried on the current block garments. Hypothesis 1 tested participants' perceived size and their actual size, Hypothesis 2 tested participants' pre and post try-on fit satisfaction perceptions, and Hypothesis 3, 4, and 5 tested which factors have a significant effect on garment fit satisfaction. …

2015-May-01-Aubrey Vangoethem, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-01-Wellness Committee Honors 'Health Heroes', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Cars For A Cause, Lauren Pagani

Senior Honors Projects

Cars for a Cause is a car show, ranging from modern European, Japanese, muscle, track-ready and a variety of other cars, which is intended to raise money for the charitable organization, The Alzheimer’s Association, which helps to find a cure for Alzheimer’s and Dementia. According to The Alzheimer’s Association, approximately 5.3 million Americans are affected by this disease making it the sixth leading cause of death in the United States. By hosting an event tied to this horrific disease that affects a large number of individuals and their families, the hope is to generate a larger crowd of event-goers that …

The Purchasing Power Of Tomorrow: An Analysis Of The Buying Habits Of Children Ages 6-15, Peter Collins

Senior Honors Projects

Today’s children are tomorrow’s consumers. It was stated in my Consumer Behavior class that children in the household have a lot of power in terms of what is bought by the family. In the day and age of technology that we currently live in, children have so much more access to information than children of even ten years ago. They do not even necessarily have to into a store’s physical location, but rather just go online. Young children play with dolls and action figures, and as they age they lose interest in those toys and tend to shift to sports, …

Segmentation Marketing: A Case Study On Performance Solutions Group, Llc., Jordan Brian

Undergraduate Honors Theses

The purpose of this research is to show how Performance Solutions Group, LLC can effectively use segmentation marketing both in their current market and in expansion. The goal is to find a solution and suggest changes that should be made to the marketing team at Performance Solutions Group. This research was completed by looking at how segmentation marketing is used in broad industries currently and investigating how Performance Solutions Group can use it in their company. This case study shows that segmentation marketing is an effective way for Performance Solutions Group to market its services.

2015-May-01-National Alumni Association Presents 2015 Alumni Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-Academic Success Award - 2015, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.