Business Commons^™

An Alternative Strategy For Building Sales Of Computers: Generic Advertising, Min Lu, Steven M. Thompson, Yanbin Tu

Management Faculty Publications

Frequent upgrading and aggressive price-cutting have become standard practice in the computer sector. While necessitated in part by declining production costs and a highly competitive market, these strategies have also served to make computers more affordable, growing the size of the overall market. Recently downturns in the sales of computers motivate us to examine the impact of these strategies on overall sales growth. We find evidence to suggest that excessive upgrading and overly aggressive price-cutting can be detrimental to overall sales growth. We also find that the computer sector exhibits characteristics that suggest that generic advertising would be an effective …

The Massillon Academic Success Project: An Investigation Of How Disadvantaged African American Students Can Rise Above Barriers To Academic Achievement, Oscar T. Mcknight

Oscar T McKnight Ph.D.

No abstract provided.

Take Pride In America In Southern Nevada: Quarterly Progress Report, Period Covering July 6 – Oct. 5, 2007, Margaret N. Rees

Anti-littering Programs

• Don’t Trash Nevada website traffic remains strong despite no separate marketing.

• Project Manager Douglas Joslin has been assisting the IVP team due to the resignation of Donna Grady.

• A new ad created in cooperation with Republic Services of Southern Nevada appeared in five different View newspapers in July.

• The messaging campaign year two plan is in development and will be ready in November.

• Forty-three people took the anti-litter pledge this quarter, bringing the total number of pledges to 431.

• Planning for the Don’t Trash Nevada exhibit at the Las Vegas Natural History Museum continued …

Understanding The Effectiveness Of Product Placement: The Roles Of Placement Congruency And Information Processing, Kavita Jayaraman, Jing Zhang

Faculty Publications

This project examined the influence of placement congruency and information processing on the effectiveness of product placement in a TV sitcom. In an experiment, we found that compared to an incongruently placed product, a congruently placed product elicited lower level of product recall, but more favorable product attitudes among respondents. Moreover, this attitudinal effect was more pronounced when the respondents engaged in incidental (vs. deliberate) information processing when they watched the TV program.

The Influence Of Online Word Of Mouth On Product Sales In Retail E-Commerce: An Empirical Investigation, Alanah Davis, Deepak Khazanchi

Information Systems and Quantitative Analysis Faculty Proceedings & Presentations

The ability to exchange opinions and experiences online is known as online word of mouth (WOM). Due to the high acceptance of consumers and their apparent reliance on online WOM it is important for organizations to understand how it works and what kind of impact it has on product sales. Using the well-established notions of volume and valence to describe online WOM, we empirically evaluate the hypothesized relationship between online WOM in a retail e-commerce site and actual product sales. Our analysis of the data shows that there is a significant change in the number of products sold following the …

More Than Meets The Eye: The Import Of Retail Cigarette Merchandising, Richard W. Pollay

Richard W. Pollay

No abstract provided.

Advertising Of In-Flight Magazines In The Middle East: A Content Analysis, Mona Badran

Archived Theses and Dissertations

No abstract provided.

Take Pride In America In Southern Nevada: Quarterly Progress Report, Period Ending April 05, 2007, Margaret N. Rees

Anti-littering Programs

• Don’t Trash Nevada website traffic increased by 144% over the previous quarter.

• Project Manager Douglas Joslin made a presentation about the Take Pride in America in Southern Nevada program to the Executive Committee on February 7, 2007.

• 20 Don’t Trash Nevada advertisements ran during February and March.

• A billboard has been in place on US95 and Russell Road throughout this quarter.

• Don’t Trash Nevada purchased radio spots on Metro Networks in February and March.

• 137 people have taken the on-line anti-litter and dumping pledge.

• The anti-litter team received a $10,000 dollar donation from …

Pay And Performance: Among 100 Best U.S. Companies To Work For, Omair Mahmood Faisal

Undergraduate Theses and Capstone Projects

In the 21st century, world is becoming a global village and with increased competition businesses are always looking for regions with the lowest possible production costs. Appropriate compensation of U.S. employees working for major U.S. corporations is a hotly debated topic in political circles. This research focuses on the top 100 companies designated as “the best companies to work for” by Fortune Magazine for the year 2006. Performance of these companies, as measured by their return on equity, return on assets, revenue growth and earnings growth along with their profit margin is used to determine the impact on them as …

Using Teen Chick Lit Novels To Teach Marketing, Peter A. Maresco

WCBT Faculty Publications

This paper will outline how the author uses the sub-genre of teen fiction referred to as teen chick lit to teach students the marketing concept known as product placement. The paper provides the rationale for using fictional teen focused novels as a vehicle for teaching product placement as well as an overview of the teen chick lit genre. A discussion of the value of using teen fiction in class, student project, its success and issues raised are also discussed.

Are Cover Stories Effective Contrarian Indicators?, Tom Arnold, John H. Earl, David S. North

Finance Faculty Publications

Headlines from cover stories are collected over a twenty year period from Business Week, Fortune, and Forbes to determine if positive stories are associated with superior future performance and if negative stories are associated with inferior future performance for the featured firm (when compared to an index or to another firm within the same industry and of the same size). Statistical testing implies that positive stories generally indicate the end of superior performance and negative news generally indicates the end of poor performance.

Morehead State University 2007-08 Basketball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007-2008 official media guide of the Morehead State University basketball team.

Morehead State University 2007 Baseball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007 official media guide of the Morehead State University baseball team.

Morehead State University 2007-08 Women's Basketball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007-2008 official media guide of the Morehead State University women's basketball team.

Morehead State University 2007 Tennis, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007 official media guide of the Morehead State University tennis team.

Morehead State University 2007 Softball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007 official media guide of the Morehead State University softball team.

Morehead State University 2007 Football, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007 official media guide of the Morehead State University football team.

Morehead State University 2007 Cross Country, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007 official media guide of the Morehead State University Cross Country team.

Morehead State University 2007 Soccer, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007 official media guide of the Morehead State University soccer team.

Morehead State University 2007 Volleyball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2007 official media guide of the Morehead State University volleyball team.

West Virginia Vs. Morehead State Official Program 2007, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The September 15, 2007 official program guide for the West Virginia Tech vs. Morehead State football game.

San Diego Vs. Morehead State Official Program 2007, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The November 10, 2007 official media program of the San Diego vs. Morehead State game.

Heylen Bvba (Belgium), Thomas Cooney

Case studies

As Tom Heylen reflects upon his early days in business, he often wonders how his company Heylen bvba survived. He had left university after just one year of studying biology in order to pursue a business opportunity that he believed existed in the market and that needed to be acted upon without delay. About that time, nature had become modified to such an extent (particularly in Europe) that biodiversity could only be conserved through active management and restoration of the few natural areas which remained. Such management required innovation, specialised equipment, and knowledge in order to be successful. But those …

Daft.Ie (Ireland), Thomas Cooney

Case studies

Eamonn and Brian Fallon sat in their office at the Digital Hub near the Guinness Brewery in Dublin and reflected upon their success. It was a beautiful day outside and the sun shone warmly through the windows. About them on the walls was an array of awards that they had collected over the past two years. Indeed they had received a telephone call earlier that day informing them that the radio programme ‘Down To Business’ on NewsTalk 106 had selected them as a leading example of best business practice and wanted to interview them. It was yet further recognition that …

Posters : Art & Advertising, Stephen S. Holden

Stephen S Holden

Posters were developed as a medium for both art and advertising forming the foundation for much advertising today which continues to blend aesthetics of art with the practicality of commerce. Accordingly, the history of the development of outdoor and more specifically poster advertising is reviewed for an understanding of how these two domains were married into one. Through this, an understanding of how posters introduced art to advertising thereby representing an important leader to most other more modern forms of media and initiating the longstanding tension in advertising as creative art and commercial gain. The third section reviews the evidence …

Ecoserve (Ireland), Thomas Cooney

Case studies

Roisin Nash had just finished reading a new report that had recently been launched by the Minister for Communications, Marine and Natural Resources Noel Dempsey at the headquarters of the Marine Institute at Oranmore in County Galway. The report, entitled ‘Sea Change – A Marine Knowledge, Research and Innovation Strategy for Ireland 2007- 2013’, presented a national agenda (comprising of science, research, innovation, and management) aimed at a complete transformation of the Irish maritime economy. Roisin felt that the report provided a clear and realistic picture of future opportunities and challenges within the Irish marine industry, and that it would …

South Hill Enterprise (Ireland), Thomas Cooney

Case studies

Billy Barrett was facing challenges as a consultant that he had never previously experienced. All of the goals that are expected in business practice were not amongst the main priorities here. Confused, he asked Maura Melia (Manager of South Hill Enterprise) if he could clarify the situation.

Guardian Angel (Ireland), Thomas Cooney

Case studies

It was the summer of 2006 and three friends of many years had come up with a business idea that they believed could be a money-spinner for all of them. Maria Harrison, Krystle Malone and Marie Lyons had all been students at the Technological University Dublin and had recently completed their degree in Marketing. As part of their programme, they had taken a course on Entrepreneurship by way of interest rather than any deep-rooted desire to start their own business. But now, they are about to meet a venture capital company to ask for €300,000 to get the business started. …

The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll

Masters

The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the first is an overview of consumer culture as the context within which brands have taken on great importance, in the construction of self …

The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.