Business Commons^™

Product Shadows And Ad Evaluations, Nazuk Sharma

USF Tampa Graduate Theses and Dissertations

Prior research shows that stylistic ad manipulations (i.e., the style or manner in which product visuals are presented in an ad) impact consumer perceptions (Yang, Zhang and Peracchio 2010). This dissertation explores the impact of presence (versus absence) of a product’s shadow in the ad frame, as a visual stylistic manipulation influencing consumer ad perceptions. While many stylistic manipulations have been explored in the past, product shadows in how they impact ad perceptions have not been explored.

Drawing on a holistic understanding on object shadows from the visual art, cognition and psychophysics literature streams, this dissertation investigates how product shadows …

Effective Methods Of Marketing An On-Campus Resource To College Students, Samantha Gary

Graphic Communication

The problem this research it attempting to solve is how to market an on-campus resource to college students. Through conducting surveys, gathering research, reviewing case studies, and analyzing data, the author has found that the answer is to not to segment college students by major. It is more effective to figure out what a typical students’ needs are and address them by providing a solution to their problems. By strategically placing printed posters around campus that capitalized on student’s needs for study breaks and outlets to tap in to their ideas, the author found that more students respond to this …

Marketing And Advertising For Small Business In Local Economies, Nathan Ross

Graphic Communication

This paper analyzed traditional and current marketing and advertising strategies employed by small and local businesses. The research focused on understanding issues and struggles for small businesses in terms of marketing and advertising in order to develop and test a new strategy that was focused on a community event. The event was designed to assimilate successful aspects of current marketing plans into one that has low monetary risk, and little to no extra time investment for the business. A community was created by an art collective called Nomadic Artifacts which was the basis for a case study.

The “Arts & …

Creative Advertising Portfolio, Hayley E. Sunderman

Senior Honors Projects, 2010-2019

Since I was a young child, all I wanted was to draw and write. I would compose entire binders of my artwork, as well as Microsoft Word documents of the beginnings of mystery novels. As I grew older, I let my self-doubt take over and I convinced myself that I was not talented enough to pursue any type of creative career path. I came into college as a Marketing major knowing that my future career options would be fairly vast. During my junior year, I realized my strong desire to work in creative advertising. Graphic design, copywriting, photography, videography, and …

Exploring The Meaning Of Luxury To Gen Z, Lauren Mabuni

Honors Thesis

In an age when marketers are spending five times more to reach Millennials than all other demographics combined (Swant 2015), Generation Z, Millennials’ entrepreneurial and diverse younger siblings born from the mid-1990’s to 2010’s, are quietly becoming one of the of the most powerful consumer segments in the U.S. and around the world. Despite the fact that most brands are still clamoring for their piece of the Millennial pie, Generation Z is already influencing a staggering $829 billion in household spending in the U.S. alone (IBM 2017). Diverse, ambitious and predicted to account for 40% of the population in key …

Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters

Undergraduate Honors Theses

This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt

Masters Essays

The divide between advertising, marketing, and public relations has deteriorated over time, where each has a specific focus but no longer a particular correct way of reaching audiences. With the ever-growing presence of online social influencers, a new marketing practice known as influencer marketing has evolved, where brands connect with consumers in an authentic and meaningful way. Influencer marketing is a form of marketing that identifies and targets individuals through the influence of bloggers and their active voice. Research indicates how influence plays a role through social media to reach consumers. However, there is a gap in research when it …

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Undergraduate Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This …

Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera

Journalism

The noticeable downturn in print advertising indicates a need for change in the news industry business model. College media is not immune to this decline and need for change. A change in business model calls for transitioning to an alternative system that does not primarily rely on print products and advertising — a digitally focused business model. Many college media organizations around the United States have started to pursue this type of model, changing the way they produce and present news in the process. Taking into account the state of print focused business models in the general and collegiate news …

A Little Difference Makes A Big Difference: Essays On The Link Between Top Management Team Traits And Strategic Marketing Decisions, Cameron Duncan Nicol

Electronic Theses and Dissertations

The importance of marketing is growing. This is not just a perception: CEOs appear to see its importance as well. Despite the increase in the understood importance of marketing, there still remains a relatively scant amount of research on the impact that can be had by top management team members on a firm's strategic marketing outcomes. The research which follows explores an important question that has previously been comparatively neglected by researchers: what top management team individual differences can impact the strategic marketing outcomes of the firm? The first essay, based on a multi-industry sample of 325 publicly listed fortune …