Business Commons^™

Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin

Masters Theses

Although warning labels on products and in advertising have been much studied and discussed in the past several decades, the effect of text size on recall of these messages has been largely ignored, particularly with regard to alcohol advertising. Guided by the bottom-up model of visual attention processing, this study hypothesizes that a responsibility message with larger text attracts more consumer attention and creates greater message recall. One hundred twenty three magazine alcohol ads were collected in preliminary research, and the average size of their responsibility messages was found to be approximately 6 points. An experimental survey of college students …

Marketing Opportunities For Small-Scale Organic Wine Producers In Slovenia: Proposing A Wine Cluster Model, Maja Djorcev

Masters Theses

The organic wine sector provides high quality artisan products as well as public goods and services and is gaining an importance in a global context. As such, this approach to wine production is seen as a potentially significant source of economic development and an initiator of change in local, rural areas. However, despite recent growing public and scientific interest in alternative approaches farming, organic wine production is still poorly researched.

This thesis focuses on examining the characteristics, challenges, and goals of the organic wine sector in Slovenia through the eyes of ten participant winemakers. Each participant winemaker is a small-scale …

Intensity Of Adoption Of Direct Marketing Strategies Among Fruit And Vegetable Farmers In Tennessee, Carey Ann Wolanin

Masters Theses

Consumer interest in fresher foods has increased over the past few years and has stimulated the growth of direct-to-consumer outlets. Tennessee currently hosts many types of direct food outlets, including farmer markets, CSAs, roadside stands, and pick-your-own operations. Using data from a 2011 survey of Tennessee fruit and vegetable producers, factors associated with the percentage of sales fruit and vegetable producers make through direct-to-consumer outlets or intensity of adoption of direct-to-consumer marketing strategies are evaluated using fractional logit and logit regressions. Findings suggest that the percentage of sales a producer makes through direct-to-consumer outlets is associated with farmer age, the …