Advertising and Promotion Management Commons^™

Ua Feature Twirler For A Day, Amy Mellinger

Williams Honors College, Honors Research Projects

This analysis includes a description of the first UA Twirler for a Day Event, the preliminary research done on the best practices for planning events such as this, and the process that took place to plan the event. It then goes into an analysis of the planning process, communication, registration, and execution of the event, as well as suggestions for planning similar events.

A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo

Atlantic Marketing Journal

The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …

The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee

Teaching and Learning Faculty Publications

This study examines the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and explains the effect of customer’s attitude on the relationship between sponsorship-fit and firm reputation. Specifically, the effect of customer’s attitude is analyzed as mediator in the relationship between sponsorship-fit and customer-based firm reputation. Regression analysis and Partial Least Square Structural Equation Modeling (PLSSEM) are employed to test the research hypotheses. Empirical findings show the importance of sponsorship-fit affects change in customer attitude customer’s attitude mediates the relationship between sponsorship fit and firm reputation.

Liberal Vs. Professional Advertising Education: A National Survey Of Practitioners, Robin Spring, Alex Nesterenko

Peer Reviewed Articles

The issue of liberal vs. professional education is central to the conversation about advertising education. Practitioners influence the development of advertising curricula, so it is necessary to have data representing their views. A national survey was conducted with 366 practitioners in the United States. Findings show that practitioners believe a four-year college degree is important. They also believe that the best educational format includes a balance of liberal and professional education. Practitioners believe soft skills should be taught, though the most attainable entry-level jobs require digital technology skills. Digital technology also is identified as the most significant challenge for the …

Structural Factors Affecting Marketing At Wmu, Joe Vanderbos

Academic Leadership Academy

This capstone project started with a goal of answering two questions: 1) What structural barriers do WMU staff perceive to prevent the university from creating a more unified, responsive approach to marketing? 2) What organizational structure would lead to a more unified, responsive approach to marketing at WMU?

Measuring What Matters: Exploring Student Motivations To Inform International Student Recruitment, Rebecca Lubitz

Capstone Collection

Over the last decade, international students in the United States have surpassed the one million mark (Institute of International Education [IIE], 2016(a). Research found here highlights the goals and motivations of this growing constituency and examines factors that influence international students to choose educational experiences in the United States.

Two online surveys were distributed, one to international recruitment agents that work for UC Berkeley Extension, and another to international students. The paper examines survey responses along with existing research to offer data-driven theories on how international educators might more effectively approach student recruitment and program design. The research concluded that …

Corporate Social Responsibility Rating Agencies: Comparing Rankings, Methodologies, And Philosophies, Andrew Blevins, Michelle Kunz

Celebration of Student Scholarship Poster Sessions Archive

No abstract provided.

Competing With Free: An Analysis Of The Effects Of Tennessee Promise On Freshman Enrollment In Four-Year Colleges And Universities, Vicki Clark

Doctoral Dissertations and Projects

In 2014, Tennessee’s governor, Bill Haslam, introduced Tennessee Promise - legislation that enabled Tennessee high school and home school graduates to attend two years of tuition-free higher education at qualifying institutions. In the fall of 2015, Tennessee’s four-year colleges and universities experienced a significant decline in freshman enrollment. This quantitative descriptive study uses the theories of human capital, social capital, and marketing service theory to examine the impact of free tuition on the college choice. Four hundred twelve Tennessee Promise students answered survey questions, demonstrating the impact of Tennessee Promise funds on their decision to attend college and on the …

Lcw Marketing Newsletter Volume 7 Issue 1, Touro College Lander College For Women, Lander College For Women

Yearbooks and Newsletters

No abstract provided.

2017 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Impact Report 2017: Imsa30, The Promise And Power Of Imsa, Illinois Mathematics And Science Academy

Impact Reports

The State of Illinois launched the Illinois Mathematics and Science Academy (IMSA), which is recognized as the world's leading teaching and learning lab for imagination and inquiry, in collaboration with business, education, and science leaders. For 30 years, IMSA has pioneered the future of science, technology, engineering, and math (STEM) education through its two legislative charges: 1) to provide a uniquely challenging education for students talented in the areas of mathematics and science and 2) to stimulate further excellence for all Illinois schools in mathematics and science. IMSA champions these goals through:

New STEM teaching models: leading the charge to …

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 …

Brunswick Schools Video Program Social Media Campaign, Nicole Rhoades

Williams Honors College, Honors Research Projects

This social media campaign is to be executed by student managers within the Brunswick Schools Video Program. The Video Program provides journalistic experience to young students by immersing them in print and broadcast journalism that is provided to the Brunswick-area through Brunswick Educational Access Television.

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 …

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 …

2016 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Veal: The Rise Of Generation Interactive, Patrick Aievoli

Zea E-Books Collection

The purpose of this book is to investigate and discuss the premise that the current generation was constructed to be consumers for a transitional marketplace. As the economy shifted from analog to digital, consumers had to be trained to accept, use and progress within a new economic model through changes in societal and economic patterns. During the course of this book those patterns will be discussed and displayed as a confluence of: Marketplace manipulation, Abusive use of technologies, and Lack of governance.

In this book I discuss how those events are reflected in the habits and lifestyles of the current …

Branding Strategies Of Private International Schools In India, Balasubramanian Varadarajan

Walden Dissertations and Doctoral Studies

Private international schools in India are considered by many to be a quality brand. They have grown rapidly leading to competition among schools for student enrollments. The purpose of this case study was to explore the branding strategies used by leaders of Indian private international schools. The study population consisted of private international school leaders in India as well as the faculty and parents from the study site. The double vortex brand model served as the conceptual framework for the study. Semistructured interviews were conducted with 5 school leaders, 5 faculty, and 5 parents from an international school in Chennai. …

Marketing Strategies For Increasing Latino Enrollment In Higher Education, Melissa Rocio Gomez De La Fuente

Walden Dissertations and Doctoral Studies

Many leaders of higher education institutions in the United States face changes in student demographics, tightened regulatory environments, and reduced state funding. University leaders have an opportunity to leverage targeted marketing strategies in order to increase their institutions' market share in the Latino student segment. The purpose of this study was to explore the strategies that some university leaders use to increase Latino student enrollment in higher education programs. The marketing mix and the Ps of marketing theory comprised the study's conceptual framework. Semistructured interviews were conducted with 3 marketing experts from the higher education sector, who were selected by …

Collegiate Competition And The Propensity For Gender Bias, Deborah H. Lester, Aberdeen Leila Borders, Terry W. Loe, Keith Tudor

Atlantic Marketing Association Proceedings

Since the dawn of time gender has played a starring role in human behavior. The behavioral implications of an individual’s sex have permeated research findings in a wide variety of academic disciplines. This preliminary investigation will explore the concept and definition of gender, gender bias, and gender stereotype on actions and conduct. Specifically, this inquiry will determine the scope and types of gender bias/stereotypes that exist in the business world with a primary concentration on the area of professional sales. The ultimate objective is to discover the type and level of influence a person’s gender contributes to evaluation, performance and …

Greening An Integrated Marketing Communication's Course: An Assessment Of Sustainability Literacy, Pia A. Albinsson, G. David Shows

Atlantic Marketing Association Proceedings

This article showcases efforts of incorporating Sustainability Issues in an Integrated Marketing Communications (IMC) class during three semesters during the academic years of 2013/2014 and 2014/2015. The course was re-designed using Fink’s (2013) course recommendations of designing significant learning goals. In addition to the way the course was delivered (both face-to-face and online), the instructor worked with a Higher Ed publisher to customize a textbook to include sustainability issues related to the course content (i.e., reflecting IMC topics). The course re-design included sustainability assignments such as Virtual Field Trips (visiting corporate websites and other organizations to study their CSR statements …

2015 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Adpr 450/850: Public Relations Theory And Strategy—A Peer Review Of Teaching Project Benchmark Portfolio, Ming Wang

UNL Faculty Course Portfolios

I decided to join the Peer Review of Teaching program to achieve the following three objectives: to better align course objectives with course content, to improve ways of documenting and assessing student learning, and to fit the course into the broader curriculum.

Participation in the Peer Review of Teaching program has been most illuminating and beneficial. I got to focus on tackling three tangible objectives for my ADPR 450/850 Public Relations Theory and Strategy class. Then I got to apply many ideas introduced in this program, such as backward design principle and assessment methods, in my teaching. I had the …

Salvaging Print: Letterhead In Post-Industrial Urban America, Nancy Sharon Collins

The Mid-America Print Council Conference

This panel will explore the link between today’s small press movement and the formal aspects of commercial printing during the American 20th century. Panelists include Christine Medley , Philip Gattuso, and Nancy Bernardo.

Using as its primary example letterhead from defunct companies in Detroit, and secondarily, specimens of business and legal letterhead from other urban centers of the industrial United States, this panel will examine and discuss: What did letterhead represent to 20th century printers in local markets such as Detroit? What is the significance of printed letterhead, and stationery, to the art of small press printing in post-industrial cities …

The Story As A Cultural Transmitter: Applications For Business Education, Carol Blaszczynski, Ph.D.

International Journal for Business Education

Stories assist in transmitting cultural wisdom, including wisdom about the business community. The role of stories in various contexts such as education (including international management), management, and marketing, as well as the job search is explained. The article concludes by presenting instructional activities for business education that develop cultural competence through stories.

2014 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Advertising Higher Education In Romania, Anca C. Micu, Madalina Moraru

WCBT Faculty Publications

Romania, a former communist country in Eastern Europe, saw the iron curtain lifted in 1989, and started at that time the transition to a free market economy. The past couple of decades encompass extraordinary changes in the economic structure and environment, with state monopolies being dissolved and private companies entering the market and competing in western manner. The Romanian conversion from central planning to a market-oriented economy provides a fascinating laboratory for research in economic theory and practice (Hefner and Woodward 1999). With the advent of a free market economy and a competitive environment, advertising exited its dormant communist stage …

Iwu Alumnus To Talk About Career In Advertising, Mallika Kavadi

News and Events (Discontinued Series)

No abstract provided.

2013 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Adpr 357: Account Planning—A Peer Review Of Teaching Project Benchmark Portfolio, Sriyani Tidball

UNL Faculty Course Portfolios

A course portfolio investigating student learning in ADPR 357, complete with case studies of student work.