Advertising and Promotion Management Commons^™

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 …

Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry

Atlantic Marketing Journal

This paper represents a case study of how to use historic events/artifacts in public relations and sales. It recounts how the Louisville & Nashville Railroad participated in the United States Civil War centennial celebrations by restoring a locomotive, the General, that was made famous in a daring raid conducted in that war. Using primary and secondary documents mainly from corporate archives including notes, operations manuals, public relations logs, measurements, corporate publications and oral history, the paper outlines the General’s iconic history, the purposes for its 1960s restoration to operation for the Civil War centennial, and the overarching marketing strategy behind …

Job Shadowing Experiences As A Teaching Tool: A New Twist On A Tried And True Technique, Fred H. Mader, Deanna R. D. Mader, Elizabeth C. Alexander

Atlantic Marketing Journal

This article reports an innovative twist on the use of the job shadowing experience as a means not only to provide real-world exposure for the student, but also as a way to generate real-time data from the professionals to be utilized as a basis for class discussion. Reaction from both students and professionals has been overwhelmingly positive.

Field Trip! Assessing Business Student Interest In Plant Tours And Their Product Categories, Mark Mitchell, Gregory Turner, Robert Montgomery, Mark Hartley

Atlantic Marketing Journal

Business educators are challenged daily to provide fresh ideas in the classroom and to use new methods to stimulate active learning. One option is to use manufacturing plant tours, company museums, and company visitor centers to supplement traditional classroom activities. This manuscript details this growing type of tourism (known as Consumer Experience Tourism) and identifies the product categories of greatest interest to today’s students in Business and Economics. Business educators are encouraged to more fully embrace this under-utilized resource to promote active student learning and to select those destinations of greatest interest to their particular student audiences.

A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette Lynne Bonaparte

Atlantic Marketing Journal

Health literacy includes not only literacy and numeracy, but areas related to an individual's ability to critically review and process health information in such a way that leads to improved health behavior and outcomes. The level of health literacy attained by a particular target audience is an important consideration for marketers of pharmaceutical products as it impacts both the message and the media selected for product promotion. Additionally, the degree to which health literacy levels impact medication adherence should be a consideration for those that market pharmaceutical products.

Dynamic Pricing In Major League Baseball Tickets: Issues And Challenges, John T. Drea, Andrew Nahlik

Atlantic Marketing Journal

With its origins in the airline industry, dynamic pricing has recently been extended to the area of Major League Baseball tickets in both the primary and secondary markets. The present study examines similarities in the application of dynamic pricing in the airline and MLB industries, as well as the key differences, which include the interactive effects of competitors in the airline industries and the presence of a secondary ticket market for MLB tickets. The “zone of reasonableness” concept used in freight pricing provides a useful framework for understanding the self-imposed upper and lower price limits for MLB primary market ticket …

An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones

Atlantic Marketing Journal

The current research compares two demographically diverse universities regarding their respective awareness of the study abroad programs (SAPs) offered by their school. The study focuses on each sample’s awareness of SAP opportunities (i.e., as offered by their own institution) as well as each group’s opinion of the level of university administrator effort aimed at promoting the SAP offerings at each school. The authors analyzed whether student perceptions of the level of administrator support affected student expectations regarding SAP participation prior to graduation. Given the different socio-economic characteristics of the two student samples used in the study, the authors provide additional …

Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward

Atlantic Marketing Journal

Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they …

A Study Of The Influence Of Branded Messages On Non-Branded Food Items When Presented To 10 To 14-Year-Old Children, Cassandra J. Chinn

Theses, Dissertations and Capstones

Children are more likely to create bonds with foods based on the environmental, socioeconomic and familial influences in their lives during early development stages. They gravitate to foods that are familiar to them and that are positioned with familiarity, creating an opportunity for branded food items to create more of a space in their psyche as part of their identity. Current research looks to reposition those energy-dense foods (commodity vegetables) that can often times be left unbranded, to see if immediate interest in the food items changes. Results found no significance to confirm nor deny a positive correlation in interest …

Of Music And Media: A Producer Study Of Promotional Encoding On Social Media Through The Lenses Of Paratext And Medium Theory, Connor D. Wilcox

Masters Theses

While music promotion has been important aspect for musicians, bands, and musical organizations for well over a century, the rise of social media in the digital era has profoundly changed the way these promoters perceived of and practice their commercial task of selling music. Paratexts (Gray, 2010a) offer an effective lens for focusing on these promotions while encoding/decoding (Hall, 1980) justifies producer studies to examine and uncover vital aspects of production shape the text and medium theory adds further focus by recentering the medium as being distinctly influential. Existing research on music promotion highlights the uniqueness and evocativeness of the …

Creating Leadership Efficacy Through Digital Media In The Electricity Supply Industry, Kenny Moodley

Walden Dissertations and Doctoral Studies

Business leaders lack transformational leadership strategies to promote the use of digital communication in the electricity supply industry. The purpose of this multiple case study was to explore transformational leadership strategies to promote the use of digital communication to mitigate electricity-related shutdowns and other electricity-related product recalls. The conceptual framework for this study aligns with general systems theory. The participants recruited in the study were business leaders, key account electricity consumers, and electricity consumers located in Johannesburg, South Africa. The rationale for the target population was their success in implementing transformational leadership strategies to promote the use of digital communication …

The Advertisement Value Of Transformational & Informational Appeal On Company Facebook Pages, Fabienne T. Cadet, Priscilla G. Aaltonen, Vahwere Kavota

Marketing Faculty Publications

The advertisement value of Facebook is an under-developed area of social media research. Transformational and informational advertising appeal has yet to be studied as it relates to social media. This paper utilizes established classification and measurement scales from marketing literature to classify companies and their Facebook posts and measures the advertisement value of these posts. The study uses a sample of 100 companies from the 2015 Fortune 500 list. Results indicate that posts with transformational appeal are more engaging to the consumer than informational appeal; however, posts with informational appeal have greater advertisement value for the company. The results also …

Instilling Positive Beliefs About Organ Donation: An Information Processing Approach, Gerardo Jose Moreira

Open Access Theses & Dissertations

The number of those seeking a kidney donation in the United States continues to increase while the number of donors is not growing at the same rate (U.S. Department of Health and Human Services USDHHS, 2010). The lack of donations is more prevalent in low health literate communities which suffer from misinformation and ultimately negative beliefs toward organ donation. Thus, it is important to understand how marketing efforts can effectively change individuals' beliefs about organ donation.

Drawing on the Self-Determination Theory and Schema Theory, I proposed that the effectiveness of health education programs, which is to motivate individuals to be …

Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali

International Conference on Marketing

This paper presents the finding of a study which examines the mediating role of brand image towards the effects of various brand factors influencing consumer-brand relationship, viz., brand experience, brand attribute, endorser effect, brand familiarity, online advertisement and social media engagement. This paper was extracted from a much larger study which examined the relationships in the context of health product brands in Malaysia. The results of this study hold important implications for both practitioners and academics. Marketers need to make efforts to further improve their brand image and communicate it clearly to the consumers. This will lead to better consumer …

Retirement Reboot: A Website Redesign, Christina Gillen

Honors Projects

A website could be created with the latest technology, but after a few years it will still need to be updated. This is what happened to Swanton Health Care and Retirement Center’s website. This project is designed to remedy the problem by creating an entirely new website with updated content, images, and interactive features to bring Swanton Health Care’s online presence back to life.

Cueing The Customer Using Nudges And Negative Option Marketing, Clarence W. Vonbergen, Courtney Kernek, Martin S. Bressler, Lawrence S. Silver

Atlantic Marketing Journal

Abstract

Nudges—subtle, covert, and often unobtrusive interventions that take advantage of individuals’ mental shortcuts and biases—frequently change the context of people’s choices and in so doing influence individual and societal behavior. They have become fashionable in recent years, and the ability of such phenomena to bring about significant change for relatively little cost has captured the imagination of governments and businesses. One simple yet potent nudge empowered by the status-quo bias that has received increased attention involves default rules which specify the condition imposed on persons when they fail to make a decision or choice. Marketers have used default options …

Motivations In The Fine-Art Market: A Self-Determination Theory Approach, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this paper is to demonstrate the theoretical value of incorporating constructs from self-determination theory (SDT) into the analysis of the motivations within the fine-art market. The motivations of buyers and artists are examined in light of a controlling-informational event gradient. Moureau’s and Sagot-Duvauroux’ (2012) artist business-model framework is used to provide the context for marketing’s role in facilitating communication along the various motivational interactions of the gradient. Opportunities for further research are presented.

College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Elizabeth C. Alexander, Fred Mader, Deanna Mader

Atlantic Marketing Journal

Abstract - Jobvite, a recruiting platform for the social web, reports from their annual 2012 survey of recruiters that 92% of U.S. companies are using social networking sites (SNS) for hiring purposes (Jobvit, 2012). Career Builder reported in 2009 that 45% of employers were using SNS to screen and research applicants (CareerBuilder, 2009). It is important that faculty and support staff working to place students, and the students themselves, understand the developments and practices in the use of social networking sites for job search and recruiting and the best methods, as well as detriments when marketing themselves. This study examines …

Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials’ Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael Dotson, Neel Das

Atlantic Marketing Journal

This paper explores the relationship between millennials’ online behavior and their opinions of online reviews via the use of focus groups and correspondence analysis. The proposition was that millennials’ online behavior (including search behavior) is likely to have an effect on how they view online reviews. The correspondence analysis results suggest that millennials who spend more time online peruse a greater number of products. Further, relationships were found between millennials’ time online and factors influencing review trustworthiness as well as millennials’ time online and factors affecting review memorability. It is noteworthy to suggest that focus group analysis can be enhanced …

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. …

Images Of Alzheimer’S: A Visual Analysis Of The Imagery Used To Globally Market Alzheimer’S Services Online​, Elizabeth Spencer, Alicia Mason

Faculty Submissions

Currently more than 46 million people are living with dementia globally (ADI, 2015). The World Health Organization (WHO) reports the worldwide population of persons 60 years of age and older will more than triple between 2000 and 2050 to two billion. The concept of Western patients receiving long-term dementia care in foreign countries is a new and emerging phenomenon (Gray, 2013; Pomareda, 2014; Wegerer, 2014). This study examines the visual images within Alzheimer’s care facility websites (n=105) and uses a cross cultural comparison lens to contrast differences in patient representations and treatment facilities. The goal of this study is to …

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 …

Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao

Atlantic Marketing Journal

This research examines the direct effect of country personality (CP) on consumer product attitude and indirect effect through consumer self-congruity between CP and his/her own self-concept on product attitude in an emerging country- Turkey. We propose an integrated structural equation model to examine the relationships. Measurement scales for CP, self-congruity and attitude are developed whose validities and reliabilities are confirmed by exploratory (EFA) and confirmatory (CFA) factor analyses with data collected from a sample of consumers in Turkey on two countries: USA and China.

The results reveal that four out of the original six dimensions of CP remain after a …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz

Atlantic Marketing Journal

ABSTRACT

This study investigated potential consumer responses to the display of the Christian fish symbol (Ichthus) used in mock advertisements of services high in credence, experience and search attributes. Discussions from earlier research propose consumers may exhibit different reactions to Christian symbolism displayed in the marketplace and that purchase intentions and consumer perceptions of the seller may be influenced by the strength of the consumer’s religious beliefs. This study adds to previous research proposing consumers display different purchase intentions due to differing perceptions of the seller’s credibility, trustworthiness and expertise influenced by the consumers own religious beliefs which is influenced …

Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro

Undergraduate Honors Theses

The growing phenomenon of the Internet of Things (IoT), which is that any item capable of being connected to the Internet will be, presents an unprecedented opportunity for businesses. Using an extensive literature review, the current research examines the significant shift in marketing strategies that need to take place to target the millennial generation of as they adopt IoT. Most research defines the Millennial generation as those born from the early 1980s to the early 2000s. As individuals in this generation grow older, there are two behavioral implications: 1) their acceptance of technology suggests they will be quick to adopt …

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.

The Corporate Social Responsibility In Lidl’S Communication Campaigns In Croatia And The Uk, Martina Topic, Ralph Tench

The Qualitative Report

The purpose of the paper was to investigate whether Lidl uses CSR communication in their Advertising and Communication Campaigns in two different business contexts, and if so, how. The paper built upon existing analyses of CSR Communication by analysing Lidl’s websites in both countries, and went step forward and analysed TV adverts of the company in both countries as well. The analysis discovered importance of the social context in using CSR to promote business, as well as a different communication management strategy where Lidl does not communicate with UK public as extensively as with the Croatian public due to different …

Consumer Understanding Of Nutritional Supplements: An Irish Context, Julie Anne Walsh, Angela Wright

Dept. of Organisation & Professional Development Publications

Nutritional Supplements have been available in Ireland for over thirty years. Originally available in health food stores only, supplements now have several distribution channels including pharmacy, practitioner, and online. Recommendations for consumption can come from many sources including general physicians, alternative practitioners, dieticians and nutritionists. The demand for Nutritional Supplements has increased over the years, and the industry has expanded exponentially. Nutritional Supplements provide an important opportunity to optimize illness prevention. As scientists and health professionals start to understand the value of Nutritional Supplements in terms of the prevention and treatment of disease, consumers follow suit. Market growth of Nutritional …

Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle

Honors Undergraduate Theses

Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …

The Expansion Of Conscious Capitalism Into The Marketing World: Do Marketing Managers Practice 'Conscious' Marketing?, Gary Ottley

2016

Conscious capitalism is a business philosophy that, through its four foundational principles – higher purpose, stakeholder integration, conscious leadership, and conscious culture and management – reflects a move to elevating marketing to a higher level. Combining the axioms of service-dominant (S-D) logic with the tenets of conscious capitalism, the construct “conscious marketing” is developed. Conscious marketing is the manifestation of conscious capitalism in a marketing context, seen through the lens of S-D logic and influenced by a stakeholder orientation to marketing.

This research defines and delves into the meaning of the conscious marketing construct informed by extant literature, and develops …