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Full-Text Articles in Business
Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney
Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney
Journalism
The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that …
Advertising Preferences Among College Students, Bianca A. Vasvani
Advertising Preferences Among College Students, Bianca A. Vasvani
Psychology and Child Development
The purpose of this study was to examine if there is a difference in advertising preferences among college students. Three different types of advertisements were presented for five different products for the participants to review in this study. These three types of advertisements were sex, computer generated imagery and sustainability. The five different products were Orbit Gum, Pepsi, Absolut Vodka, Nike and Aveeno. The participants were asked to rate which one of the three advertisements was most compelling. The variables of gender, ethnicity and year in college were examined. The study also wanted to find out which advertisement overall was …
Package Design Vs. Customer Reviews: A Comparative Study On Influences In Fragrance Buying Decisions, Sarah Willis
Package Design Vs. Customer Reviews: A Comparative Study On Influences In Fragrance Buying Decisions, Sarah Willis
Graphic Communication
The purpose of this study was to determine the effect of customer reviews, compared to package design, on the fragrance buying decisions of women aged eighteen to twenty-five. The researcher conducted two surveys: the first asked thirty-five random women to choose between two equally priced, but differently designed, perfumes (Perfume X and Perfume Z). This first group’s preference was Perfume X, with 57.14% of participants choosing this product. The second survey asked a different group of thirty-five random women to choose between the same two perfumes, but with the addition of unequally favorable customer reviews. Group 2 participants preferred the …
Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian
Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian
Journalism
The following study investigates how to use social media to increase consumer loyalty to a brand. With the increasing trend in the utilization of social media practices in the fields of public relations and marketing, it is becoming significantly important to understand how to effectively reach and communicate with consumers through this medium. Sashi states (2012) "the interactive nature of social media (its ability to establish conversations among individuals, firms in communities of sellers and customers, and involve customers in content generation and value creation) has excited practitioners with its potential to better serve customers and satisfy their needs" (p. …
Communication Concepts Through Flavor Of Slo 2012, Quinn Nicole Thompson
Communication Concepts Through Flavor Of Slo 2012, Quinn Nicole Thompson
Communication Studies
Flavor of SLO is an annual event that is put on through the non-profit organization, United Way. It is a fine wine and food event that the community participates in to raise money for United Way. This senior project focuses on the communication concepts that were applied thoughout the event planning process that includes small group communication, persuasion, and non-profit organizations.
Redesigned Wine Labels And Consumer Preferences, Alison (Ali) Maddox
Redesigned Wine Labels And Consumer Preferences, Alison (Ali) Maddox
Agribusiness
When purchasing a bottle of wine, the first impression the consumer gets is from the wine label. In today’s competitive market, it is important that wineries understand consumer preferences and purchasing decisions when evaluating a wine bottle. This study was undertaken to determine the relationship between redesigned wine labels and consumer preferences. A survey was distributed to residents of San Luis Obispo and 194 people responded. It was found that consumers preferred the original label to the redesigned label. Respondents listed quality, good value, and varietal and the most important wine feature and unique, eye-catching, and colorful as the most …
Modern Political Marketing: An Analysis Of Tactics, And The Changing Role Of The Media, Jill Donovan
Modern Political Marketing: An Analysis Of Tactics, And The Changing Role Of The Media, Jill Donovan
Journalism
Political marketing is evolving. Campaigns now rely on political marketing for success in elections, without the marketing tactics they employ; their messaging would not be distributed to the voting public. In many of the political marketing models and theories, however, there is a massive omission; the role of traditional media as an overwhelmingly influential factor over the voting public, which can misconstrue and negatively impact the message of the candidate. This study analyses classical marketing tactics a political marketer uses, and examines the changing environment of traditional media with the rise of social networking.