Business Commons^™

Fishing, Pulling, Grappling, Twanging, And Charging Around : A Study Of Spectators At Special Events Sponsored By Pinkerton Tobacco Company Brands And The Impact Of The Events Upon Market Share, Herbert W. Hausmann

Master's Theses

Given the current commitment to special events/sports marketing by The Pinkerton Tobacco Company and the anticipated increasing importance of this marketing tool, marketing management felt the establishment of a formal selection process and a procedure for evaluating current and potential events was a critical objective. As a starting point for selection criteria, the Special Events Department adopted event selection criteria utilized by R.J. Reynolds Tobacco company.

Evaluating Direct-Mail Effectiveness In Building Sales And Attracting New Customers, Carol Beth Spivey

Master's Theses

This independent research project describes the direct-marketing efforts of Ukrop's Super Markets through its Ukrop's Valued Customer® Program, with special emphasis on the "zip code test" conducted in August, 1989. The purpose of this test was to acquire new Ukrop's Valued Customers from a population of non-Ukrop's customers.

While the test did yield a positive net present value, in evaluating the post-test shopping behavior of the two test groups and the control group, the author determined that there were no long-term benefits from these test mailings. Recommendations for improvements (if Ukrop's undertakes a similar campaign in the future) include additional …

The Effect Of Corporate Advertising On Stock Prices, Teresa M. Burke

Theses

Not available.

Shall I Fill 'Er Up, Sir?: A Study Of The Retail Gasoline Service Station Operator And Methods Of Increasing His Profits, Linford Loesch

Business and Economics Honors Papers

This 33 page thesis examines a proposal to increase sales at a gasoline service station.