Advertising and Promotion Management Commons^™

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton

Masters Theses

In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.

Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen

Masters Theses

Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

Retail Visual Assistant Digital Artefact, Neville Knott

Dissertations

Window display, store layout and visual merchandising are defined as the ability to attract and sell to the consumer silently. One of the biggest challenges facing small retail businesses in towns and villages around the globe is how to compete against large multinationals in the visual layout and presentation of their merchandise and shops. One of the key advantages that large retail units have over small ones is professionally merchandised stock incorporated into a strategic spatial layout. The cost of employing a full- or part-time design expert within the field of visual merchandising is not viable for smaller shops, resulting …

An Examination Of Attitudes Toward Sexualized Advertising In Las Vegas, Ashley Crisp, Alexis Kennedy

McNair Poster Presentations

This study explores the attitudes of college-level criminal justice students as to their perception of sexualized advertising in Las Vegas, and if these attitudes have any correlation with the participant’s length of residency. The study also correlates college-level student’s attitudes toward sexualized advertising and how religious they rate themselves. Female participants who lived in Las Vegas for 5 years or more on average agreed advertisements in Las Vegas are too sexualized. In contrast, female participants who were either born in Las Vegas or lived there less than 5 years neither agreed nor disagreed that advertising was too sexualized. As for …

Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney

Journalism

The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that …

Package Design Vs. Customer Reviews: A Comparative Study On Influences In Fragrance Buying Decisions, Sarah Willis

Graphic Communication

The purpose of this study was to determine the effect of customer reviews, compared to package design, on the fragrance buying decisions of women aged eighteen to twenty-five. The researcher conducted two surveys: the first asked thirty-five random women to choose between two equally priced, but differently designed, perfumes (Perfume X and Perfume Z). This first group’s preference was Perfume X, with 57.14% of participants choosing this product. The second survey asked a different group of thirty-five random women to choose between the same two perfumes, but with the addition of unequally favorable customer reviews. Group 2 participants preferred the …

Typographic Trends In American Sports Brands, Alan Jacobson

Graphic Communication

No abstract provided.

The Sustainability Movement And Its Effects On The Trends Of Beauty Product Packaging, Sarah Danley

Graphic Communication

The purpose of this study is to examine industry professionals’ standpoints along with consumer demands and expectations pertaining to sustainable packaging, materials currently used in beauty product packaging, and advances in emerging trends within this sector. Using the information derived from these examinations, this study will predict the industry’s future direction and identify how the industry leaders should change in order to adapt their business practices to remain competitive and profitable within the industry.

This study made use of several research methods to gain insight on the impacts that the sustainability movement has had on the beauty and health packaging …

Mexican-Americans In Los Angeles: Strengthening Their Ethnic Identity Through Chivas Usa, Stephanie Goldberger

CMC Senior Theses

A large Mexican-American population already exists in Los Angeles and, with each generation, it continues to rise. This Mexican-American community has maintained its connection to its heritage by playing and watching soccer, Mexico’s top watched sport. In this thesis, I analyze how Major League Soccer's Chivas USA serves as an outlet through which many Mexicans in Los Angeles have developed their ethnic identities. Since the early twentieth century, Mexicans in Los Angeles have created separate residential communities and sports organizations to strengthen their connections with one another.

To appeal to Mexican-Americans, Chivas USA has branded itself closely to its sister …

Examining Gender In Pharmaceutical Rhetoric Through A Cultural Studies Lens: A Case Study On The Gardasil Vaccine, Jennifer Fickley-Baker

Electronic Theses and Dissertations

On June 8, 2006, Merck announced the debut of Gardasil, the world's first vaccine found successful in preventing human papillomavirus (HPV) infections, a sexually transmitted infection that is one of the main causes of certain cancers in men and women, including cervical, vulvar, penile and anal cancers. To promote the vaccine's release, Merck launched Gardasil's "One Less" advertising campaign that included television commercials, print ads and a consumerfocused website (www.Gardasil.com), each promoting the message that "you" could now be "one less woman" affected by cervical cancer ("One Less" campaign). The vaccine, tested and approved only for females age 9-26, was …

Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton

Open Access Theses & Dissertations

The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.

This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

The Influence Of Strategies Used To Communicate Sustainable Corporate Responsibility On Reputation Of A Major Airport, Benno D. Hoffmann

Walden Dissertations and Doctoral Studies

Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005--2009. Of particular interest was how key stakeholders perceived the airport's stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data …

Hines-Park Foods, Inc. - Ithaca, New York (Sc 2460), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Small Collection 2460.  Two files containing documentation relating to registrations 629,236 and 623,168 of the trademark “Duncan Hines” by Hines-Park Foods, Inc. of Ithaca, New York.  Includes certificates of trademark registration dated 13 March and 19 June 1956, correspondence and records of U.S. registrations.  Also includes a Duncan Hines buttermilk pancake mix box.

Do Marketing Media Have Life Cycles? The Case Of Product Placement In Movies, Ekaterina Karniouchina, Can Uslay, Grigori Erenburg

Business Faculty Articles and Research

This article examines the economic worth of product placement in movies over a time span of 40 years (1968-2007). The authors find an inverted U-shaped relationship between the year of the movie release and the returns associated with product placements. In addition, a similar inverted U-shaped relationship characterizes the economic worth of tie-in campaigns associated with product placements. These findings are consistent with the habituation tedium theory used to explain the inverted U-shaped pattern in response to novel advertisements and suggest that the same mechanism could be influencing the response to an entire marketing medium. Overall, the results reinforce the …

The Death Of Music Videos?: An Analysis On The Effectiveness Of Music Videos As A Promotional Tool, Carmen Cheng

Business and Economics Honors Papers

This research explored whether or not music videos remained an effective marketing tool for the music industry after the diffusion of the Internet in American culture. As a result of the transitions in media through which music videos were distributed, this project asked the following research questions: 1. What impact has the airing of music videos on MTV had on music sales? 2. What was the impact of music videos on sales when music videos moved from airing on television to being distributed over the Internet?

Increased Enrollment For The Graphic And Print Science Program Through Specialty Print Advertisement, Christa Ickowski

Honors Theses

This project evaluates whether a mailer (containing information on the Graphic and Print Science Program) that is folded in a unique manner and containing color graphics would attract more students to the program. With this printed piece the capabilities of the program's students and the program are demonstrated to attract more motivated students who wish to pursue the Graphic and Print Science field. The current method of advertising the program consists of sending form letters which tend to be a little interest to the target audience of high school graphic arts students. With a specialty folded, 4-color mailing in a …

Does An Academy Award Affect Stock Return?, Kelli M. Maltsbarger

CMC Senior Theses

This study examines the affect of winning an Academy Award on the stock price of parent companies.  On average, receiving an Oscar has no significant impact on the stock of parent companies during the few days surrounding the broadcast of the Academy Awards.  The findings of this study introduce questions of external interference and possible limitations on this type of research.  However, my study sheds light on future topics of investigation for analyzing the effects of televised award shows on the stock market.

Ua68/17/1 Potter College Of Arts & Letters Theatre & Dance Publications, Wku Archives

WKU Archives Collection Inventories

Publications created by the department of Theatre & Dance including theatrical posters and programs, a newsletter, brochures, and more.

Gen Ms 25 T.A. Huston & Co. Salesman's Catalog Finding Aid, Karin A. France

Search the General Manuscript Collection Finding Aids

Description:

In the early 1920s, T. A. Huston & Co. of Auburn built a 7-story bakery building in Portland, which became the Glickman Library of USM in the early 1990s. This is a 3-ring binder containing a color facsimile of a salesman's catalog, ca. 1912, of T. A. Huston & Co.

Date Range:

ca. 1912

Size of Collection:

0.25 ft.

Farrell’S Nursery Company Limited Brand Identity Project, Peter Dee

Other resources

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Farrell’s Nursery Company which was used on business cards, letterhead, signage and website.

Farrell’s unique plant nursery is always full of fresh ideas, inspiring plants and solutions for every garden. You'll find an extensive range of plants and people who provide expert advice and a range of associated services at all times of the year.

What Are You Afraid Of?, Rebecca Minton, Linnea Christine Kennedy, Chapman University, Candy Rodriguez, Rachael Bridgens, Chelsey Coleman, Krista Xvx, Leticia Dessire Mayorga, Stephanie Bovis, Lorene Spiller Gambill

Women’s Studies, Feminist Zine Archive

Writings and art about self-care, the judicial system, Adrienne Rich, the portrayal of women in advertising, Andrea Dowrkin, sex roles and pornography, rape culture, Rita Gross, human trafficking, welfare, contraception, Margaret Sanger, The Vagina Monologues, Guerilla Girls, feminism and religion, Sandra Harding, tenure at Chapman based on gender, and Delores Huerta.

Simpler Packaging, Tomiko Oden

Graphic Communication

This project explains how product packaging is become more "green", and thus more simple. Packaging needs to go beyond just simplifying materials and graphics - it needs to create a simpler process in order to reduce wasted time, energy, and resources.

Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney

Business Faculty Articles and Research

This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …

Benefits Of Continuing Professional Development In The Visual Communications Sector In Ireland, Con Kennedy

Other resources

This research is concerned with identifying the benefits of Continuous Professional Development for the Visual Communications sector in Ireland, with the aim of establishing what benefits exist for both the employee and employer. Research is undertaken to identify CPD programmes that currently exist in other industries in Ireland for the purpose of establishing commonalities and how this may apply to the Visual Communications sector. This is achieved through a combination of literature review, desk research, surveys of employees and employers in the Visual Communications sector and a number of semi-formal interviews with representatives from various industry sectors with established CPD …

A Brand New Bond: Shifting Strategies For 007 In The Age Of Conglomeration And Convergence, Katherine C. Skophammer

Institute for the Humanities Theses

Financial success would seem to be the logical goal of the film industry. If the current narrative formula reaps financial rewards for a film franchise there should be no impetus for change. Yet, that is exactly what happened to the James Bond franchise in 2006, with the release of the prequel Casino Royale. Sony Corporation and the Bond film :franchise traversed similar paths. In 2005, Sony purchased MGM, which held the Bond library as well as the rights to future Bond film productions.

Sony's industrial needs differed greatly from MGM's. MGM continually recycled the Bond formula for 20 films …

Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh

Honors College Theses

The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …

Collins, Ellen (Fa 176), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid and full-text scan of paper (Click on “Additional Files” below) for Folklife Archives Project 176. Paper: "Finding Folklore in Magazine Ads," written by Ellen Collins for a Western Kentucky University folk studies class. "Parents Magazine" photographs referenced.