Open Access. Powered by Scholars. Published by Universities.®
- Keyword
Articles 1 - 4 of 4
Full-Text Articles in Business
Why Industry Professionals Should Care About Fandom, Abigail Minzer
Why Industry Professionals Should Care About Fandom, Abigail Minzer
Student Publications
A fandom is a community of people who share a common interest and interact with each other on the basis of that common interest. When a fandom comes together on the basis of a creative work, it allows a mutually beneficial relationship to form in which the fandom will eagerly consume existing content, allowing new content to be produced for their consumption. Thus, professionals in industries such as publishing, theater, and television and film should be aware of the integral role fandoms play in the consumption of their content and how to nurture fandoms through the means discussed in this …
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Student Publications
This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …
Click Here Now: The Impact Of Color And Size On Advertisements, Isabelle R. Fiore, Celia L. Hussar, Alexandra E. Lippincott, Kerry E. Ullman
Click Here Now: The Impact Of Color And Size On Advertisements, Isabelle R. Fiore, Celia L. Hussar, Alexandra E. Lippincott, Kerry E. Ullman
Student Publications
Businesses and companies are always trying to find the most effective way to advertise their products to create higher click-through rates, increasing the intent to purchase, and consequently raising sales and revenue. This research examines the effect that several different design elements of an online advertisement have on the attitudes or behaviors of consumers. An online survey was sent out to students at Gettysburg College, consisting of pairs of advertisements differing either in color, hue, or size. Participants in the online survey were asked to click on the image that they preferred. All three of these categories had a significant …
Analysis Of Automobile Advertisements In American Magazines, Asnika Bajracharya, Lukwesa K. Morin, Kendall H. Radovich
Analysis Of Automobile Advertisements In American Magazines, Asnika Bajracharya, Lukwesa K. Morin, Kendall H. Radovich
Student Publications
The automobile is one of the most important products in American consumer culture. Throughout the history of the automobile industry in America, advertising has been an important strategy for marketing automobiles and their features to consumers on a mass scale. The purpose of this study was to evaluate how print (magazine) automobile advertisements have changed through time (1960-2013) and across different genres of magazines: general (National Geographic, New Yorker), male-oriented (Esquire), female-oriented (Cosmopolitan), and ethnic (Ebony). The trends that we examined included: numbers and proportions of car advertisements, relative numbers of domestic and foreign car advertisements, and the mix of …