Advertising and Promotion Management Commons^™

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

Effective Networking: A Key Success Factor For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

Finding answers to your questions often starts with knowing who to call. And knowing who to call is made easier by building and maintaining an effective network.

Glenn Muske, small business specialist for North Dakota State University Extension, outlines effective ways to build your network online and in-person. Check out the Glenn’s small business guide to networking, "Effective Networking: A Key Business Success Factor," and add it to small business game plan for success!

Standing Out From The Competition Through Marketing: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

It can’t be said enough that “build it and they will come” is just a myth. A “one-and-done” effort will not get you what you want, either. Developing a successful business means putting a marketing plan that creates and maintains awareness of your product and/or services.

Learn how to build your marketing plan from Glenn Muske, small business specialist for North Dakota State University Extension with his guide on "Standing Out From the Competition Through Marketing."

Connecting With Others Brings Business Success: Are You Engaged? A Guide To Effective Networking For Small Business Owners., Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

Finding answers to your questions often starts with knowing who to call. And knowing who to call is made easier by building and maintaining an effective network.

Glenn Muske, small business specialist for North Dakota State University Extension, outlines effective ways to build your network online and in-person. Check out the Glenn’s small business guide to networking, "Effective Networking: A Key Business Success Factor," and add it to small business game plan for success!

Marketing And Your Small Business: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

It can’t be said enough that “build it and they will come” is just a myth. A “one-and-done” effort will not get you what you want, either. Developing a successful business means putting a marketing plan that creates and maintains awareness of your product and/or services.

Learn how to build your marketing plan from Glenn Muske, small business specialist for North Dakota State University Extension with his guide on "Marketing and Your Small Business."

Consumer Perceptions Of Cross Promotional Strategies: Exploratory Research In The Music And Fashion Industries, Nora E. Heally

Journalism

The aim of this study was to explore how cross-promotion and experiential marketing influence brand building within the context of the music and fashion industries.

A-B testing was used to collect data on user perception of different design elements on a point-of-purchase web page. The data was analyzed to determine which design elements were most successful in positively influencing purchase intent of the user.

Overall, the participants is this study favored the treatment websites (58% average) to the control websites (42% average). To appeal to the consumer and begin the experiential marketing process for an event, a website should contain …

Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady

Research Collection Lee Kong Chian School Of Business

Although the conditions that motivate individuals to buy, sell, search, and post on the Internet are diverse, the information generated as a byproduct of these activities has the potential to help marketers develop a better understanding of consumer and firm behavior. In this paper, we utilize online product search data to build a model that links sales to marketing mix activity. The objectives of this research are threefold: first, to incorporate secondary data collected from online sources into a model of demand, thus improving our ability to forecast sales; second, to develop a better understanding of the role of marketing …

Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina

WCBT Faculty Publications

This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers' attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand …

The Effects Of Social Media & Web Development On Product Promotion & The Effects Of Branding On Sales And Building A Startup, Scott Toshiro Burns, Galen Quan Tran

Graphic Communication

The purpose of this study was to identify the key components needed to make a startup. This included created making a landing page and also driving traffic to the page through Facebook. On the landing page section, there was a test to see what would provide the best user experience using Squarespace. This entailed looking into different layouts and using analytics to determine how effective the landing page was in converting customers. In terms of Facebook research, went into looking into creating a method into driving leads into the prospect pipeline. A campaign was run to gather all the data …

The Relationship Between Fashion Blogs And Intention To Purchase And Word Of Mouth Behavior, Cassidy L. Vineyard

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Blogs are an influential social media platform and a powerful marketing tool (Hsu & Tsou, 2011). A corporate fashion blog is an online product community. Online product communities established by retailers enable customers to interact with the company as well as amongst themselves (Nambisan & Watt, 2011). Online communities are a social space wherein relationships and ties are formed among the members and a common set of values and norms are established and shared (Nambisan & Watt, 2011).

The objective of this study was threefold. First it explored what factors shape readers’ intention to browse products on blogs. Based on …

How Corporations Use Social Media: An Exploratory Study, Victor Khachatryan

Honors College Theses

This paper explores the role of social media in increasing a company’s brand equity and strengthening its customer relationships. The data collected consists of three case studies of major American companies, two interviews with Brazilian entrepreneurs, and a survey conducted to start-up companies in the New York City area. The paper then concludes that the use of social media by businesses, leads to a positive relationship with brand equity and improved customer relationships. Nevertheless, further research is required to see how other factors interact with brand equity and customer relationships to get a better understanding of social media and its …

Center For Civic Engagement: An Integrated Marketing Communications Plan, Libelle Advertising, Matt Hartman, Amy Welniak, Heather Czaplewski, Liz Bachman, Sophie Beyer, Navannah Slezak, Jasmine Rogers

College of Journalism and Mass Communications: Student Advertising Projects

The purpose of this campaign is to increase participation in the Center for Civic Engagement programs and raise awareness for the Center for Civic Engagement within the University of Nebraska– Lincoln student body, faculty, and advisors. We also wanted to determine the most effective and efficient way to distribute the Center for Civic Engagement information to the UNL student body, staff and local employers.

For this campaign, we collected various data through both secondary and primary sources. Our secondary research consisted mainly of information found online which covered trends on civic engagement, employment issues and other areas associated with civic …

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 …

Glidden At Walmart: There For You, University Of Nebraska–Lincoln Nsac Team, Cody Elmore, Adam Kroft, Rachel Leitschuck, Brittany Rypkema, Jordan Oddo, Derek Niewohner, Matthew Anderson, Mitchell Benes, Meg Brannen, Griffin Gale, Devin Mcdermott, Grant Weber, Jennifer Gortik, Geremy Gortemaker, Katie Hottovy, Matt Wengert, Toan Chu, Devin Specht, Rich Bailey, Michael Goff

College of Journalism and Mass Communications: Student Advertising Projects

Hectic, busy, tiring—these are just a few words our target markets use to describe their day-to-day lives. Millennials, young families, and Baby Boomers all feel the pressure of life. With jobs, schoolwork, and family, they find it hard to keep up. Because of these busy lifestyles, savvy consumers crave home improvement solutions that are both quick and reliable. Glidden offers a solution to these issues by placing its top-quality paint in the most convenient store on Earth, Walmart. The University of Nebraska–Lincoln NSAC Team has created a plan to promote this symbiotic relationship of Glidden’s quality and Walmart’s convenience as …

Vertical Differentiation And A Comparison Of Online Advertising Models, Mei Lin, Xuqing Ke, Andrew B. Whinston

Research Collection School Of Computing and Information Systems

Designing business models that take into consideration the role of advertising support is critical to the success of online services. In this paper, we address the challenges of these business model strategies and compare different ad revenue models. We use game theory to model vertical differentiation in both monopoly and duopoly settings, in which online service providers may offer an ad-free service, an ad-supported service, or a combination of these services. Offering both ad-free and ad-supported services is the optimal strategy for a monopolist because ad revenues compensate for the cannibalistic effect of vertical differentiation. In a duopoly equilibrium, exactly …

The Impact Of Nationality, Gender, And Education On Students’ Buying Attitudes Towards Ethical And Socially Responsible Products, Christina Blundin, Suphamas Chatvisedphan, Siraprapa Dusadeewanich, Elena Perova, Xuebo Wang

MBA Student Scholarship

In today’s corporate climate, a company’s ethical and social responsible (ESR) involvement raises concern amongst consumers. Companies seek methods to demonstrate their high level of ESR in order to win customers’ loyalty. Prior research has been performed examining different variables with regards to the purchase of ESR products. This study utilizes empirical evidence from a private university in Rhode Island, Johnson & Wales University to investigate the significance of demographic variables such as nationality, gender and educational level with regards to students' ESR buying attitude. Additionally considered and analyzed external factors are product price, advertisement and industry concern. Results indicate …

F.A.C.E.S. (Faculty Academic Community Education Showcase): Professional Growth Experiences In A Career University, Paul J. Colbert, Ph.D.

MBA Faculty Conference Papers & Journal Articles

Institutes of higher education exist for the purpose of developing, fostering, nurturing, and stimulating the intellectual growth and development of students. The core values of a college education provide students conceptual and practical educational opportunities that focus on improving their skills and knowledge. These skills and knowledge translate into purposeful, real-life learning experiences. However, in the academic community, learning is not restricted to students. Faculty, too, must be supported and provided opportunities for personal and professional growth and development. Although professional development is not a novel concept in the education profession, schools often take up the gauntlet, but fall short …

Self-Enhancement As A Motivation For Sharing Online Advertising, David G. Taylor, David Strutton, Kenneth Thompson

WCBT Faculty Publications

Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely, products purchased influence people's self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications.

Rtbs: Your Audio Companion, 3am, Cori Schwabe, Casey Mattison, Kathryn Kawa, Allea Grummert, Nick Holle, Gabbi Silke, Derrick Sloan, Brittany Guindon, Amanda Hinrichs

College of Journalism and Mass Communications: Student Advertising Projects

Radio Talking Book Service, a non-profit organization that assists the visually impaired by providing a free radio reading service, came to the University of Nebraska-Lincoln with a challenge: increase brand and service awareness throughout Nebraska.

We began by conducting both secondary and primary research, developing key insights and examining all possible target audiences. We investigated the day-to-day life of the visually impaired, learning that many who have experienced vision loss suffer from decreasing independence and increasing feelings of loneliness. Our primary research revealed that these individuals turn first to eye care professionals, resource organizations for the visually impaired and residential …

Identifying Green Meetings In The Hospitality Industry, Shin Yi (Felicity) Chiou

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to identify what constitutes green meetings in the hospitality industries with special attentions on the applications of modern technologies and marketing strategies. This professional paper will search and collect the related literature reviews and existent practices with green ideology in hospitality to clarify the myth and difficulties of being green and help the readers or potential advocates better understand green meetings and adopt them.

A Content Analysis Of Indonesian Hotel Website, Irene Hidayat

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this professional paper is to develop an effective content model for the Hotel Tentrem website. The content model will be obtained and modified from literature review. This study will also utilize content analysis to analyze five-star hotel websites in Indonesia to identify the common problems associated with the hotel websites, justify specific measures to build a successful website and provide suggestions on the potential areas of improvement.

Developing A Culturally Responsive Classroom Collaborative Of Faculty, Students, And Institution, Paul J. Colbert

MBA Faculty Conference Papers & Journal Articles

Culture is integral to the learning process. It is the organization and way of life within the community of students and teachers and directs the way they communicate, interact, and approach teaching and learning. Although founded in particular values and principles, the academy, like most organizations, is impacted day-to-day by its culture. Yet, the traditional higher education institution has not been designed to operate within a racially or ethnically diverse student population. The social, political, economic, and cultural forces that support the institution influence the teaching and learning environments. To better address cultural diversity in the classroom, faculty must first …

Telling The Brand Story: Including News Articles In Online Promotional Strategies, Anca C. Micu

WCBT Faculty Publications

Given the growing popularity of the Internet as a promotional medium, it is crucial for brand managers to examine the effects of combining the different brand communication sources online. According to social comprehension theory and knowledge from neuroscience, people exposed to a message spontaneously construct a mental simulation. People who are exposed to images or visuals are unlikely to assign verbal labels to their observations, whereas people who read a story may spontaneously form mental pictures of the narrative content. Mental processing of stories requires more extensive elaboration than processing of visuals. In a first study, survey results indicate online …

Interactive Print - The Application Of Synergy To Restore And Enhance The Value Of Print, Amy Mcgiven, Jeanne Ngo

Graphic Communication

With the emergence and increasing role of technology in today’s society, many questions are raised about what is the future of print. This study set out to research the term “interactive print,” which, for the purposes of this study, includes Personalized Uniform Resource Locator (PURL), GossRSVP, Radio Frequency Identification (RFID), and other sources of technology that refer an end consumer to online sources via print.

This report was written in order to research the current trends and knowledge in the industry as it relates to interactive print technologies, as well as to foresee the role of interactive print in the …

Privacy Concern And Online Personalization: The Moderating Effects Of Information Control And Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli

WCBT Faculty Publications

Firms have at their disposal an increasing amount of personal information about consumers gathered through various means. Studies find that personalizing online interactions improves customer relationships and increases desirable behaviors, such as positive word-of-mouth and increased purchase intent. However, other research suggests that the use of personal information stimulates privacy concern, which has a negative effect on behavior. This study examines potential moderators of the negative effects of privacy concern on behavioral intentions in the context of personalized online interactions. Results show that increasing perceived information control reduces the negative effect of privacy concern on behavioral intentions. In contrast, the …

Assessing The Effectiveness Of E-Recruitment Efforts In State Government, Joseph Orenstein

Undergraduate Theses and Capstone Projects

This study provides an evaluative framework for state e-recruitment efforts. Challenged bv the impending retirement of the baby boomer generation, public employers are implementing innovative hiring practices to aid in the recruitment of a new, talented workforce. Web-based recruitment offers an opportunity for state recruiters to reach a broader pool of job seeker talent. An effective framework for assessing the adequacy of state hiring websites would establish a set of criteria to aid in the development and implementation of state e-recruitment efforts. The framework is based on a literature review of relevant recruitment strategies in the public and private sector, …

The Blinds Shop Company Limited Brand Identity Project, Peter Dee

Other resources

The Blinds Shop offers made to measure window blinds catering to all markets across Ireland. The Blinds Shop required a clean, bold and modern logo using fresh colours and imagery.

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the The Blinds Shop Company Limited which was used on business cards, letterhead, promotional information, uniforms, advertising and e-Commerce website.

The Blinds Shop is a retailer of made to measure window blinds catering to both the domestic and commercial market within the Dublin area. Blinds are made to the highest …

How Does Advertising Articulate The Tropes Of The Posthuman That Exist In Contemporary Culture?, Norah Campbell

Doctoral

The posthuman is a concept that has accrued much currency in disciplines as diverse as legal theory, artificial life science and philosophy. This thesis explores the meaning of the concept by initially examining what it means to be human, finding that art and science have so far failed to provide a long-lasting definition of humanness. Instead of a temporal “coming-after” stage of humanity, posthumanism might be more usefully seen as a concept that draws attention to the cracks that have always existed in the apparently water-tight description of the human- how the “human” has changed radically and continues to change …

Pay And Performance: Among 100 Best U.S. Companies To Work For, Omair Mahmood Faisal

Undergraduate Theses and Capstone Projects

In the 21st century, world is becoming a global village and with increased competition businesses are always looking for regions with the lowest possible production costs. Appropriate compensation of U.S. employees working for major U.S. corporations is a hotly debated topic in political circles. This research focuses on the top 100 companies designated as “the best companies to work for” by Fortune Magazine for the year 2006. Performance of these companies, as measured by their return on equity, return on assets, revenue growth and earnings growth along with their profit margin is used to determine the impact on them as …

Anheuser-Busch And The Eu, Keith Tolbert

Undergraduate Theses and Capstone Projects

The following paper provides analysis of Anheuser-Busch, its current position within the European Union (EU), and its opportunities/threats that exist in the EU. Included is background information about Anheuser-Busch containing its products, financial condition, and major competitors within the EU. I have provided extensive analysis o f the areas of concern for Anheuser-Busch in the EU as well as recommendations for the company to consider. The major market for opportunity covered is Germany. Anheuser-Busch is not a current competitor in Germany, however, possible expansion opportunities into the country is addressed. Additionally, a realistic outlook of Anheuser-Busch’s future other EU countries …