Business Commons^™

The Change In Representation Of Women In Perfume Advertisements With Respect To Power, Rasika More

Electronic Theses and Dissertations

Gender portrayals in advertising have been examined extensively in the last six decades and remain an important topic. Certain brands have taken the initiative of destabilizing patriarchal norms entrenched in society by supporting modern trends and initiatives through various brand/product campaigns and advertisements that support the fluidity in power and representation. The present study navigates the changes in the representation of women in perfume advertisements that have taken place in the advertising world in the past two decades to see if women are shown to possess a sense of power with their head held high and strong posture, compared to …

Does Disclosure Of Advertising Spending Help Investors And Analysts?, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Publicly listed firms have the discretion to disclose (or not) advertising spending in their annual (10-K) reports. The disclosure of advertising spending can provide valuable information because advertising is a leading indicator of future performance. However, estimates of advertising spending are available from data providers, arguably mitigating the need for its formal disclosure. This study argues that firms’ disclosure of advertising spending provides more complete and public information and therefore lowers investor uncertainty about future firm performance (idiosyncratic risk). Empirical analyses show this effect is largely driven by the negative effect of disclosure of advertising spending on analyst uncertainty. Consistent …

When Scrolling Turns Into Shopping: How Influencers Advertise To Consumers On Tiktok, Amanda E. Graves

Pell Scholars and Senior Theses

Every marketer wants to reach a larger audience and TikTok has become one of the most popular places for advertisers to sell products. Past research shows that social media can be an effective form of advertising because of influencers who seem more genuine in their reviews. My research expands on this to further develop how TikTok specifically helps these influencers reach their target audience and persuade their purchasing decisions to increase sales. Through careful analysis it was revealed that quick links and short-form advertising are allowing the app to experience a high volume of consumer sales. Understanding TikTok’s success can …

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

Creative Brief For Bliss Cupcake Cafe, Maggie Moore

Marketing Undergraduate Honors Theses

The baking and culinary industry is growing. In fact, in 2020, the market size of the global baking industry was $331.37 billion and is projected to reach $436.91 billion by 2026. Although the recent pandemic made those in the hospitality field struggle due to the canceling of special events such as birthday party gatherings, weddings, and holiday events, the industry is coming back stronger than pre-pandemic times through implementing new practices such as online ordering and delivery practices. With this, in the recent years, supply chain disruptors and inflation have caused materials and labor costs to increase and can be …

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

El Vínculo Entre La Literatura Y La Buena Publicidad En Varios Anuncios Del Mundo Hispanohablante (2017 - 2022), Carter Kane

World Languages and Cultures Student Papers and Posters

El anunciante más conocido en todo el país de España, cuyo nombre es Luis Bassat, es el fundador de la agencia más prestigiosa Ogilvy España. Bassat escribió el Libro Rojo de la Publicidad, una guía de la disciplina publicitaria que resume todo de lo que Bassat ha aprendido a través de su carrera distinguida de más de 47 años. Asimismo de muchos otros temas, este libro denota 10 consejos a los anunciantes del día actual para mantener la buena publicidad. Este ensayo va a utilizar esos consejos como una rúbrica para examinar el uso de la literatura en la creación …

More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …

Online Streaming Services: A Study On Consumers’ Attitudes Toward Advertising, Morgan Rogers

Senior Honors Projects

Throughout the past decade, there has been a slow and steady rise in the number of online streaming platforms. Websites such as YouTube, Twitch, and Netflix have all taken the globe by storm with their compelling stories and interconnected communities. The numbers alone for each of these platforms speaks volumes to their prevalence in society; YouTube has over 2 billion monthly users, Netflix has well over 167 million consumers, and Twitch currently has 15 million daily active users (Frade, 2021). From this, of course, arises companies’ desire to broadcast their products and services to the vast number of people who …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Revisiting Integrated Mobile Advertising Model In Indonesia: A Replication Study, Naufal Pradipta, Adhi S. Santoso, Liza Agustina M. Nelloh

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia.

Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents

Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience …

Who Cares More About The Environment, Those With An Intrinsic, An Extrinsic, A Quest, Or An Atheistic Religious Orientation?: Investigating The Effect Of Religious Ad Appeals On Attitudes Toward The Environment, Denni Arli, Patrick Van Esch, Yuanyuan (Gina) Cui

Faculty and Research Publications

There is a consensus among scientists that climate change is an existing, growing, and human-made threat to our planet. The topic is a divisive issue worldwide, including among people of faith. Little research has focused on the relationship between (non)religious belief and climate change. Hence, in Studies 1 and 2, the authors explore the impact of religious/non-religious orientations: intrinsic (religion as an end in itself), extrinsic (religion as a means to an end), quest (a journey toward religious understanding), and non-religious orientation (i.e., atheistic) on consumer attitudes toward the environment, focusing on recycling advertisements with (non)religious cues. Further, in Study …

Diversity And Inclusion In The Beauty And Cosmetic Advertising And Its Impact On Corporate Reputation, Lisa N. Alli

Student Theses and Dissertations

Across many industries, reputation management has been a top priority, especially after the COVID-19 pandemic, and the ongoing issues surrounding gender, race, and ethnicity. The beauty and cosmetic industry, for example, continues to face several challenges involving diversity and representation in product development and advertising. This is a study of the beauty and cosmetic industry and how corporate reputation is shaped by representation in advertising and product development. This research demonstrates select ways how brands have marketed their products throughout history by retrieving print advertisements from archives and social media. Changes in representation of gender, age, skin tone, skin type, …

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Crip Theory And Creative Briefs: Interpreting Disability In The Creative Process, Josh Loebner

All Dissertations

Brands, advertising agencies and other partners collaborate through curated phases to create marketing and advertisements, but within this process, how does the creative brief shape disability inclusion or exclusion? By moving the conversation from interpreting disability representation in an advertisement or finished marketing piece, to analyzing disability at the onset of the creative process, these insights present a critical contribution to scholarship on disability, marketing and consumer culture. Framed within crip theory, the research investigates how disability identity is—or is not—manifest in a creative brief within the creative process.

Much of marketing, advertising and disability studies scholarship centers on finished …

Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve

Marketing Undergraduate Honors Theses

According to recent trends, the global luxury market has grown due in part to a shift in young adult luxury consumers, including generations Y and Z, and millennials. Recognizing that consumer interest in luxury goods exists within this age range, new marketing strategies and insights are vital to encourage a lifetime of brand loyalty (Eastman, Shin, & Ruhland, 2020). With respect to brand loyalty, if a person were to have an exceptional experience while purchasing their first piece of fine jewelry at a store, then they would be more likely to remain a loyal customer at that same store as …

Measuring The Intensity Of Mymotivators™ / Whole Brain® Communication In Print Advertising, Tanner Schulz

Undergraduate Honors Capstone Projects

Advertising’s purpose is to create a state of mind conducive to purchase (Colley, 1961).

This study seeks to identify, measure, and understand the intrinsic motivators communicated within print advertisements and quantify their intensities. The theory is that ads with more intense motivator content - distributed somewhat evenly across all four quadrants of the Whole Brain ® Model - will be more effective in influencing that state of mind.

This research is the first step in identifying, quantifying, and visualizing motivators communicated within print advertisements. The study analyzed 15 print ads found in contemporary magazines.

The framework for this work is …

Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond

Honors Theses, University of Nebraska-Lincoln

This research seeks to understand more about the effects of socioeconomic background on consumer behavior and its impact on the perception of brand images. Data from people of different SES were compared to understand how they view advertisements intended for different audiences and their corresponding effects. It was conducted by sending out a confidential, voluntary survey to a convenience sample targeting 100 consumers. Consumers were asked to rate statements, on a scale of one to five, for each of the research questions to assess specific aspects of their consumer attitudes and behaviors. The high SES group has a higher average …

Marketing Approaches Between Millennials And Gen-Zs In The Fashion And Beauty Industries, Mariana Gutierrez Chora

Senior Honors Theses and Projects

This Honors College Undergraduate Senior Thesis analyzes the marketing practices with respect to Gen-Zs and Millennials’ behavior in regard to the beauty and fashion industries. In order to do so, a survey among Gen-Z and Millennial adults from diverse backgrounds was conducted to gather important data. The survey consists of twenty-three questions, some focusing on the participant demographics and cultural backgrounds and the rest focusing on behaviors they have had with various forms of paid advertising through social- media practices. Additionally, this thesis includes insights regarding some of the literature review topics and includes results that enforce some of the …

Breed(Ing) Narratives: Visualizing Values In Industrial Farming, Camille Bellet, Emily Morgan

Animal Studies Journal

In this study, we consider how farmed animals, specifically pigs and chickens, are visualised in literature designed for circulation within animal production industries. The way breeding companies create and circulate images of industrial animals tells us a lot about their visions of what industrial animals are and how they believe animals should be treated. Drawing upon a wide range of material designed for circulation within animal production industries, from the 1880s to the 2010s, this paper examines how representations of pigs and chickens contribute to stories of perfection and advance ideals of power, race, gender, and progress. We demonstrate that …

Medst 260: Advertising And Marketing, Mara Einstein

Open Educational Resources

Introductory course to Advertising and Marketing.

Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal

Association of Marketing Theory and Practice Proceedings 2022

Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender …

Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert

Association of Marketing Theory and Practice Proceedings 2022

The rapid boom of social media in the 21^st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …

Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai

Electronic Theses and Dissertations

The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …

Anxiety, Sadness, And Emotion Specificity: The Role Of Music In Consumer Emotion And Advertisement Evaluation, Felix Septianto

ASEAN Marketing Journal

Although music could diversely influence consumer judgment process and behavior, it is still unclear whether music can evoke discrete emotions on consumers and influence consumer evaluation toward certain advertisements. This research proposes that music could evoke sad and anxious emotion on consumers; subsequently, consumers would regulate their negative emotions in accordance to their emotion orientations: Consumers who feel sad would show high evaluation toward happy-themed advertisement, while consumers who feel anxious would show high evaluation toward calm-themed advertisement. This paper concludes with the discussion of theoretical and practical implications and conclusion of this study.

Putting The Social In Social Media: How Human Connection Triggers Engagement, Stephanie Adomavicius

Proceedings of the New York State Communication Association

Social media has become the preferred channel of information and has altered patterns of interaction and connection. As a result, society now revolves around a two-way form of communication with constant dialogue and instant responses. Public relations practitioners have had to adapt and change their strategy in order to keep up with the times, and because of this, engagement is now considered to be a measurement of success.

In terms of social media, engagement is how users interact with content and participate in online conversations. This study will uncover what causes people to engage on social media and identify the …

Branding Kidfluencers: Regulating Content And Advertising On Youtube, Gavin Feller, Benjamin Burroughs

Hank Greenspun School of Journalism and Media Studies Faculty Publications

This paper analyzes emerging shifts in YouTube, advertising, and children’s digital media industries through a case study of Pocket Watch, a digital-first production and distribution studio built exclusively for YouTube child stars. Our analysis reveals the company’s strategic use of legacy media industry power, networks, and expertise to transform YouTube stars into global brands through the creation of toy, clothing, and lifestyle product lines across several industries. We further argue that Pocket Watch’s newly formed advertising division, Clock Work, exploits its child partners through problematic native advertising and host selling practices. The strategies implemented by Pocket Watch and other similar …

Advertising And Social Media Strategy For America’S National Parks: A Case Study Of Congaree National Park, Abigail Gallup

Senior Theses

Advertising for America’s National Parks comes in many different forms but is highly limited for national parks with lower visitation rates and less funding. Congaree National Park located just outside of Columbia, South Carolina has a small budget for advertising and goals to increase their visitation rates and visitor diversity. Particularly, Congaree rangers hope to increase visitation from the local Black community which surrounds Congaree National Park. Rangers at Congaree mainly use social media to advertise but have also investigated other forms of advertising and fundraising as well, including a Friends of Congaree Swamp license plate. This thesis will show …

Exposure To E-Cigarette Marketing And Product Use Among Highly Educated Adults, Onur Sahin

University of South Florida (USF) M3 Publishing

Although the use of e-cigarettes is new compared to conventional cigarettes, the rate of use is increasing rapidly. E-cigarettes, unlike traditional cigarettes, are not subject to marketing limits. The relationship between e-cigarette advertisement exposure and e-cigarette perception, susceptibility, and usage in a sample of highly educated adults is investigated in this research. A total of 482 fully completed questionnaires were obtained in an online survey, and 463 of the respondents were aware of e-cigarettes. The relationship between e-cigarette exposure, marketing, and current and ever usage, as well as perception and susceptibility to use e-cigarettes among never e-cigarette users, was investigated …

Connecting Charities With Creatives: Bridging The Gap Between Local Nonprofit Organizations And University Of Mississippi Students, Natalie Pruitt

Honors Theses

The purpose of this thesis is to explore the need for marketing resources among North Mississippi nonprofit organizations and apply the findings to develop and launch a website based on primary and secondary research that connects local North Mississippi nonprofit organizations with University of Mississippi graphic design, marketing, bachelor of fine arts and integrated marketing communication (IMC) students seeking experience to complete various marketing and graphic design- related tasks and develop and implement an integrated marketing plan to promote and raise awareness for the website.

Nonprofits face the challenge of allocating funds from donations to create functional and creative communications …