Business Commons^™

Protecting One's Own Privacy In A Big Data Economy, Anita L. Allen

All Faculty Scholarship

Big Data is the vast quantities of information amenable to large-scale collection, storage, and analysis. Using such data, companies and researchers can deploy complex algorithms and artificial intelligence technologies to reveal otherwise unascertained patterns, links, behaviors, trends, identities, and practical knowledge. The information that comprises Big Data arises from government and business practices, consumer transactions, and the digital applications sometimes referred to as the “Internet of Things.” Individuals invisibly contribute to Big Data whenever they live digital lifestyles or otherwise participate in the digital economy, such as when they shop with a credit card, get treated at a hospital, apply …

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

Market Reach And Advertising Medium: Assessing How Students Learn About Research Services, Stephanie Wiegand

University Libraries Faculty Publications

Promotion of services is something we discuss often in libraries; however, it is rare to find a comprehensive promotion plan for research services or any evaluation of promotional services beyond case studies of a specific promotion. How do we know where to place our time and efforts if we have not assessed how students learn about research services? In the 2015-2016 academic year, the Library Research Services department at the University of Northern Colorado Libraries set out to answer this question. Surveys were sent to individuals contacting a librarian for in-depth research assistance. The goal of this survey was to …

Take-A-Stand: Looking At Super Bowl Event From A Media Planner’S Perspective, Jin-Woo Kim

Department of Marketing Faculty Presentations

No abstract provided.

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Journal

This study investigates the effect of the advertorial format and ad copy length on ad and brand attitude. Results of a 2 (advertorial versus non-advertorial) by 2 (light versus moderate copy length) study indicate that the advertorial format generated more favorable ad and brand attitudes for the female (target) subjects, but less favorable attitudes for the male (non-target) subjects. A marginally significant gender by copy length interaction suggests a differential effect of copy length for the male sample, as well: ad and brand attitudes were higher for lighter copy ads for the female sample but lower for the male sample. …

The Influence Of Televised Food Commercials On Children's Food Choices: Evidence From Ventromedial Prefrontal Cortex Activations., Amanda S. Bruce, Stephen W. Pruitt, Oh-Ryeong Ha, J Bradley C Cherry, Timothy R. Smith, Jared M. Bruce, Seung-Lark Lim

Manuscripts, Articles, Book Chapters and Other Papers

OBJECTIVE: To investigate how food commercials influence children's food choices.

STUDY DESIGN: Twenty-three children ages 8-14 years provided taste and health ratings for 60 food items. Subsequently, these children were scanned with the use of functional magnetic resonance imaging while making food choices (ie, "eat" or "not eat") after watching food and nonfood television commercials.

RESULTS: Our results show that watching food commercials changes the way children consider the importance of taste when making food choices. Children did not use health values for their food choices, indicating children's decisions were largely driven by hedonic, immediate rewards (ie, "tastiness"); however, children …

[Preprint] Does Deceptive Marketing Pay? The Evolution Of Consumer Sentiment Surrounding A Pseudo-Product-Harm Crisis, Reo Song, Ho Kim, Gene Moo Lee, Sungha Jang

College of Business Administration Faculty Works

Slandering of a firm’s products by competing firms poses significant threats to the victim firm. The resulting damage can be as large as the one from a product-harm crisis. Unlike a true product-harm crisis, the disparagement is based on a false claim, thus we call it a pseudo-product-harm crisis. Using a pseudo-product-harm crisis event that involves two competing firms, this research examines how consumer sentiments evolve surrounding the crisis. Our analyses show that while both firms suffer, the damage is severer to the offending firm (which causes the crisis) than to the victim firm (which suffers from the false claim) …

Snapple: Integrated Advertising Campaign, Hayley Renneker

Mahurin Honors College Capstone Experience/Thesis Projects

The National Student Advertising Competition is a competition college chapters of the American Advertising Federation can participate in. This competition has a corporate sponsor, this year being Snapple, which gives students the opportunity to write an integrated marketing campaign that addresses real advertising challenges Snapple is currently facing. I managed a group of 19 peers and worked for several months to come up with a solution to their current problem. We created a 27-page campaign book outlining the research we conducted, the target consumers, a “big idea,” creative execution, media plan, media budget, and campaign measurement. Our “big idea” carried …

27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce

Mahurin Honors College Capstone Experience/Thesis Projects

College campuses provide a large variety of resources to college students to help ensure their well-being and success; however, students cannot utilize these resources if they do not know they exist. While there has been extensive research on the importance and efficacy of resources on college campuses, not as much research has been done on how to advertise these services to college students. The goal of this project is to create and assess the efficacy of a campaign educating and encouraging students to seek out campus resources in times of need. This project focuses primarily on promoting resources to first-year …

Sports Bettors’ Responses To Sports-Embedded Gambling Promotions: Comparisons Amongst Pgsi Groups, Nerilee Hing, Matthew Lamont, Peter Vitartas, Elian Fink

International Conference on Gambling & Risk Taking

Televised sporting events now contain a plethora of gambling and sports betting promotions, including logos, signage, advertising, sponsored segments and celebrity endorsement. This presentation focuses on how sports bettors respond to these promotions, drawing on research findings from Australia.

A first study examined sports bettors’ responses to these promotions, and whether this varied with problem gambling severity. Surveys with 544 Queensland sports bettors indicated that problem gamblers had highest approval of, felt most encouragement to gamble, and had been influenced to gamble most from these promotions, compared to non-problem and at-risk gamblers. Problem gamblers were also more influenced to bet …

Building The Nashville Predators Brand, Jonathan R. Generotti

Chancellor’s Honors Program Projects

No abstract provided.

#Sponsored: The Emergence Of Influencer Marketing, Steven Woods

Chancellor’s Honors Program Projects

No abstract provided.

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …

The Indulgence And Restraint Cultural Dimension: A Cross-Cultural Study Of Mongolia And The United States, Rentsenkhand Enkh-Amgalan

Undergraduate Honors Theses

This research focuses on one of the least studied cultural dimension, “indulgence versus restraint” (IVR) and how it affects consumer behavior, international marketing, and global business operations in the U.S. and Mongolia. This project is the first research on IVR in Mongolia since the country is rarely studied and there is no available data for this cultural dimension. Samples of undergraduate business students (as consumers) from both countries were studied through surveys. The findings support that Mongolians and Americans are different regarding the “indulgence” cultural dimension. This paper has a significant contribution to the cross-cultural literature regarding the indulgence cultural …

Ad Revenue Optimization In Live Broadcasting, Dana G. Popescu, Pascale Crama

Research Collection Lee Kong Chian School Of Business

In live broadcasting, the break lengths available for commercials are not always fixed and known in advance (e.g., strategic and injury time-outs are of variable duration in live sports transmissions). Broadcasters actively manage their advertising revenue by jointly optimizing sales and scheduling policies. We characterize the optimal dynamic schedule in a simplified setting that incorporates stochastic break durations and advertisement lengths of 15 and 30 seconds. The optimal policy is a "greedy" look-ahead rule that accounts for the remaining number of breaks; in this setting, there is no value to perfect information at the scheduling stage, and hence knowing the …

Celebrities’ Expansive “Right Of Publicity” Infringes Upon Advertisers’ First Amendment Rights, Jon Siderits

The University of Cincinnati Intellectual Property and Computer Law Journal

No abstract provided.

Marketing To Millennials: Improving Relationships With Millennial Consumers Through Online Advertising And Social Media Networking, Shawna Brown

Marketing

As the influence of the millennial population continues to grow, there is an increased demand for effective marketing techniques and methods for reaching this demographic group. With the expansion of technology and growth of social media, the advertising world has experienced tremendous changes in recent years that have been supplemented by the complexity of one of the world’s largest populations: millennials. While the millennial demographic is a difficult group that present a multitude of challenges for marketers, their purchasing power and growing influence act as a promising opportunity for brands.

This study examines the degree to which brands can effectively …

State Lotteries And The New American Dream, Jonathan D. Cohen

Occasional Papers

This paper analyzes state lotteries in the economic and cultural context of the late twentieth century. As access to traditional meritocratic advancement declined, many Americans perceived lotteries as new means of attaining increasingly elusive upward mobility. Their turn to lotteries was facilitated by grassroots coalitions as well as lottery advertisers who claimed lotteries as effective means of making money. The relationship of lotteries and social mobility reveals the full implications of lottery playing in the United States and the reasons this form of gambling has assumed new importance as providing access to the American Dream.

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

Does Advertising Indicate Product Quality? Evidence From Prelaunch And Postlaunch Advertising In The Movie Industry, Reo Song, Sungha Jang, Gangshu (George) Cai

Information Systems and Analytics

Literature on the informative role of advertising indicates that advertising quantity can serve as an indicator of product quality. As product life cycles grow shorter, firms in many industries spend significant amounts on advertising during the prelaunch period to create large initial demand. Thus, the role of prelaunch advertising may differ from that of postlaunch advertising, and a proper understanding of these differences is important. This study provides an empirical investigation of whether advertising is a reliable indicator of quality before and after product launches, using the data from the movie industry. Analyses of 1078 movies released during 2003–2011 show …