Marketing Commons^™

Parish Memorial Library 45th Anniversary, Patricia Campbell

Celebrations

Parish Memorial Library celebrated 45 years of providing services to UNM and the community during October and November 2014, with a lecture series and exhibit.

An exhibit of photos and other materials illustrating the history of the library was on display in Parish Memorial Library during Fall Semester 2014.

The Significance Of Social Media And Website Use In The Promotion Of Regional Festivals, Áine B. Organ

Theses

The purpose of this thesis is to demonstrate the significance of social media and the use of website in the planning of an event. In any industry, communication is vital to the development process. This communication is especially important in the event planning industry. Communication with suppliers, civil servants, clients and general publics is an element of every event. Promotion falls under the communication process. This promotion can be done via: press releases; fliers; posters; word of mouth; traditional media and social media. Social media is a growing importance in relation to the promoting of events.

Those who have worked …

Three Essays On Digital Marketing, Xia Liu

LSU Doctoral Dissertations

This dissertation is primarily interested in finding out how marketing can play a more strategic role in helping firms to improve performance in the Digital Age. It contains three essays on digital marketing. The unifying theme is figuring out how the marketing department can benefit from the informational value of (big) data and advanced analytics and thus improve customer and business performance. The first essay develops a scale for measuring marketing information capability. The scale has passed rigorous tests standards. The second essay empirically examines the antecedents, moderators and consequences of marketing information capability. The antecedents include cross-functional coopetition between …

Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale

AMTP Proceedings 2014

A sample of 956 consumers who had attended a spectator sports event provided insight into what sport they last witnessed as part of the live audience. The data were collected in a major market with all four North American leagues plus major and mid-major collegiate sports and an abundance of minor league and other recreational sports. The respondents also identified the primary motive for attending. They also provided their age and gender. The results identified 41 different sports and 34 unique motives for attending. Age and gender were shown to be related to several, but far from all, of the …

Relative Effects Of Lower-Order And Higher-Order Quality Of Work Life On Employee Job Satisfaction And Life Satisfaction: Case Studies Of Service And Manufacturing Sectors In Thailand, Kalayanee Senasu, Anusorn Singhapakdi

Marketing Faculty Publications

This research investigates the relative effects of lower-order and higher-order aspects of quality of work life (QWL) on employee job satisfaction and overall life satisfaction in Thai workplaces. The data were collected by means of questionnaires mailed to employees of 6 selected companies-3 companies in each of the service and manufacturing sectors in Thailand with respective response rates of 72 and 74 percent. The results reveal that the two aspects of QWL in all companies have a positive impact on both aspects of employee satisfaction: job satisfaction and overall life satisfaction. The results also reveal a generally more important role …

How Corporate Cultures Drive Advertising And Promotion Budgets Best Practices Combine Heuristics And Algorithmic Tools, Douglas West, John B. Ford, Paul W. Farris

Marketing Faculty Publications

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

The Big [Motion] Picture: Analyzing The Factors Affecting The International Motion Picture Industry, Dalila Salazar

Open Access Theses & Dissertations

The motion picture industry is one of the largest private sector employers in the United States, supporting 1.9 million jobs, and providing its workforce approximately $104 billion in total wages in 2011 (Motion Picture Association of America, 2012b). With U.S. films distributed in over 140 countries, not only is the industry successful domestically, it is one of the country's leading exports, reaping more than $23.9 billion in 2012 (Motion Picture Association of America, 2012a). Despite the importance of the global marketplace, we know very little about the factors that influence the success of movies internationally. My study partially addresses this …

Social Networks Among Auction Bidders: The Role Of Key Bidders And Structural Properties On Auction Prices, Mayukh Dass, Srinivas K. Reddy, Dawn Iacobucci

Research Collection Lee Kong Chian School Of Business

Auctions have been studied extensively as an economic marketplace. The economist’s focus is on modeling final sales prices, but the processes that give rise to those outcomes are rarely studied in great detail. This research is intended to provide that complementary perspective. We show how the interactions between bidders in an auction unfold in a dynamic pattern of bids and counter-bids, and thereby over the duration of an auction, create a network structure. The auction network contributes significantly to models of price dynamics and the network predicts final sales prices better than economic (non-network) indicators alone. In addition, network analyses …

The Influence Of Location Of Firm Ownership On Consumers, C. Clifton Eason

Electronic Theses and Dissertations

An increasing number of consumers are making consumption decisions based on perceptions of a firm's social performance. In other words, many consumers take into account a firm's impact on society and the environment when deciding where they will spend their money. Thus, it is important for firms to understand what these consumers perceive to be important indicators of a firm's social performance. A potential element of social performance that has yet to be studied is local ownership as well as its influence on consumers' store perceptions and consumption decisions. As large, national chains increasingly threaten the existence of smaller, locally-owned …

The Impact Of Attitudinal Ambivalence On Weight Loss Decisions: Consequences And Mitigating Factors, My Bui, Courtney M. Droms, Georgiana Craciun

Marketing & Business Law Faculty Works

This research takes a new look at individuals' attitudes and intentions towards losing weight. Study 1 examines the relationship among those interested in losing weight and individual self-evaluative ambivalence on attitude towards trying to achieve a weight loss goal and the intentions to achieve the weight loss goal. For Study 2, a between-subjects experimental design, where attitudinal ambivalence and prior outcome feedback were manipulated and self-efficacy was measured, is conducted to examine attitude towards eating healthier and intention to change eating behaviours. Findings across the two studies show that attitudinal ambivalence about the self and the individual's abilities and motivation …

Reply To Christensen And Christensen And To Malter: Pitfalls Of Erroneous Analyses Of Hurricanes Names, Madhu Viswanathan

Marketing & Business Law Faculty Works

No abstract provided.

Reply To Bakkensen And Larson: Population May Matter But Does Not Alter Conclusions, Madhu Viswanathan

Marketing & Business Law Faculty Works

No abstract provided.

Reply To Maley: Yes, Appropriate Modeling Of Fatality Counts Confirms Female Hurricanes Are Deadlier, Madhu Viswanathan

Marketing & Business Law Faculty Works

No abstract provided.

Female Hurricanes Are Deadlier Than Male Hurricanes, Madhu Viswanathan

Marketing & Business Law Faculty Works

Do people judge hurricane risks in the context of gender-based expectations? We use more than six decades of death rates from US hurricanes to show that feminine-named hurricanes cause significantly more deaths than do masculine-named hurricanes. Laboratory experiments indicate that this is because hurricane names lead to gender-based expectations about severity and this, in turn, guides respondents’ preparedness to take protective action. This finding indicates an unfortunate and unintended consequence of the gendered naming of hurricanes, with important implications for policymakers, media practitioners, and the general public concerning hurricane communication and preparedness.

Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada

Masters Theses

This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out …

Dimensions And Validation Of Perceived Message Sensation Value Scale For Print Messages, Lisanne F. M. Grant

Theses and Dissertations--Communication

The purpose of this research project was to develop a reliable and valid scale to assess the perceived message sensation value (PMSV) of print messages. The goal of this project was accomplished by conducting two studies. Study one involved collecting 397 undergraduate students’ responses to one high and one low sensation value anti-smoking message, while for study two, 284 undergraduate students’ responses to one high and one low sensation value anti-crystal meth message were collected. The results of the studies highlighted that the PMSV of a print message can be assessed using three dimensions (emotional arousal, novelty, and dramatic impact) …

Establishing, Growing, And Running A Sales Program: An Analysis Of Certified University Sales Centers, Lukas P. Forbes, Terry W. Loe, Robert M. Patterson, Robert C. Erffmeyer

Faculty Articles

No abstract provided.

Evolution Of Supply Chain Collaboration: Implications For The Role Of Knowledge, Michael Gravier, M. Theodore Farris

Marketing Department Faculty Journal Articles

Increasingly, research across many disciplines has recognized the shortcomings of the traditional “integration prescription” for inter-organizational knowledge management. This research conducts several simulation experiments to study the effects of different rates of product change, different demand environments, and different economies of scale on the level of integration between firms at different levels in the supply chain. The underlying paradigm shifts from a static, steady state view to a dynamic, complex adaptive systems and knowledge-based view of supply chain networks. Several research propositions are presented that use the role of knowledge in the supply chain to provide predictive power for how …

Examining The § 271(E)(1) Safe Harbor Of The Hatch-Waxman Act: A Legislative Proposal Granting Mandatory Post-Marketing Exceptions, Jessica Chao

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

This study used a case study approach to develop an understanding of how social media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following six themes emerged: connecting with target audiences; varied approaches in coordination of postings; athletic communications as content gatekeepers; desire to incorporate sponsors and generate revenue; focusing on building fan loyalty through engagement; and challenges of negativity and metrics. The social media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments …