Business Commons^™

Social Media Helps Small Businesses, Nicholas J. Oxborrow

UNLV Theses, Dissertations, Professional Papers, and Capstones

Beemer and Shook (2009) explain that developing customers one at a time is the only way. There are no short cuts to this. Traditionally, a small business would develop their relationships by going from door-to-door to raise awareness and grow their brand. How fast they achieved this depended on the budget and time available to their business. Traditionally, large businesses had the power of reaching their markets through huge advertising budget, which small companies could not match.

In today’s business environment, social media has become a new marketing tool that is available to all businesses, that instantly develops relationships with …

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 …

Fashion Enthusiasts, Casey Finigan

Honors Thesis Program in the College of Management

The focus of this study is to explore the fashion industry’s “fashion enthusiast” in comparison to the “average” fashion consumer, and to take that understanding of these fervent consumers as a tool to observe the underlying patterns and factors which comprise these consumers to be enthusiastic ones in this particular industry. The aim of this study is to benefit the fashion industry from a marketing standpoint, by developing a much better understanding of what comprises heavy fashion users, and what drives them more than other fashion not-so-heavy fashion users. The fashion industry is constantly changing and has several media outlets …

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …