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Advertising and Promotion Management
College of Journalism and Mass Communications: Faculty Publications
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- Advertising (3)
- Social media (3)
- Branding (2)
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- Big Ten Conference (1)
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- Brand equity (1)
- College athletics (1)
- Communication (1)
- Consumer behavior (1)
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- Migration (1)
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Articles 1 - 6 of 6
Full-Text Articles in Business
Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann
Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
College of Journalism and Mass Communications: Faculty Publications
We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …
Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann
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 …
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
College of Journalism and Mass Communications: Faculty Publications
Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …
The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann
The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process …
Promoting Consumerism In West Germany During The Cold War: An Agency Perspective, Frauke Hachtmann
Promoting Consumerism In West Germany During The Cold War: An Agency Perspective, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
This historical study attempts to explore how advertising, from the perspective of the J. Walter Thompson (JWT) Agency, contributed to the development of consumerism in West Germany during the Cold War (roughly the early 1950s until the late 1980s). The article describes how West Germany rebuilt its economy and eventually developed into the largest exporting country in the world. It also illustrates how advertising as an institution contributed to a functioning consumer society and chronicles the agency’s development in the U.S. and expansion to Germany. Finally, it explores the agency’s insights into consumer behavior in West Germany during the Cold …