Advertising and Promotion Management Commons^™

Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss

Honors Projects in Marketing

Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

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 …

Consumer Attitudes Towards Using Qr Codes In A Retail Setting, Chris Thayer

Undergraduate Distinction Papers

Corresponding with the increased use of smartphones and other mobile devices equipped with a camera, quick response (QR) codes have been introduced. QR codes allow large amounts of data (e.g., product information, discounts, usage suggestions) to be compressed into a small, printed square. To access the information, consumers must scan the QR code with a smart device (smartphone, tablet, etc). Korean and Japanese consumers appear more willing to scan QR codes in retail settings compared to their American counterparts. This reluctance is explored through the Technology Acceptance Model (TAM).

Furthermore, consumers’ motivation toward QR code use is made explicit and …

Fan Loyalty And Motivation, Jason Mays

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose Statement: The purpose of this professional paper is to review psychological and marketing theory and research to explain what motivates an individual to become a highly identified loyal fan of a sports team. Implications for professional practice and future research will be presented.

Justification: Understanding what motivates a fan to become a highly identified fan is important to a team manager because fans are the primary revenue source of a team. The fundamental goal of marketing managers is to create repeat customers (brand loyalty) (Fortunato, 2006) and loyal fans represent most repeat customers. An organization’s brand is critical in …

Two Hundred Hour Internship For A Las Vegas Convention Sales Department, Kristen Kostis

UNLV Theses, Dissertations, Professional Papers, and Capstones

In order for a company to be profitable, whether it is a hospitality company, a technology company or a small business, sales must be high and continue to grow over time. Companies rely heavily on their sales staff to bring in revenue to keep the company growing and profitable. So, where does this knowledgeable and aggressive sales staff come from? How often do college students take a class that is strictly related to the sales industry?

Many undergraduate hospitality programs do not include courses directly related to sales, leaving students with little knowledge of this department. In fact, some students …

The Marketing Plan Of The Cotai Strip, Pui Shan Wong

UNLV Theses, Dissertations, Professional Papers, and Capstones

In 2003, when most the current Cotai Strip was still a piece of reclaimed land, Sheldon Adelson started a visionary development on this piece of land: the Asian Las Vegas - the Cotai Strip under the corporate Sands China Limited. Its first property, the Venetian Macau was opened in August 2007 followed with a Four Seasons hotel in 2008 with a great success. The forthcoming project is the Sands Cotai Central which includes a 1,200-rooms Holiday Inn Macau, a 600-rooms Conrad Macau and a 4,000-rooms Sheraton Macao with an additional complex of casino, meeting facilities, and shopping mall.

Marketing these …

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.

Social Recruiting: The Role Of Social Networking Websites In The Hiring Practices Of Major Advertising And Public Relations Firms, Keri Cook

Senior Honors Theses

The purpose of this study is to determine the role that professional networking websites, such as LinkedIn, play in the hiring decisions of talent recruiters at major advertising and public relations firms. A study of literature relating to social media, traditional recruitment techniques and legal implications regarding the use of networking websites in the hiring process provided a foundation for the study. Primary research, in the form of online surveys distributed to hiring managers at some of the largest international advertising and public relations firms, was conducted to set a foundation for understanding the use of networking websites in the …

On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil R. Tuli, Anirban Mukherjee, Marnik Dekimpe

Research Collection Lee Kong Chian School Of Business

In response to recent calls to study factors that determine a retailer's stock price, this study draws on signaling theory to examine the impact of two key marketing metrics that are widely disclosed by retailers to investors, advertising spending and growth in same-store sales (COMPS), and highlights the moderating role of various firm- and sector-specific factors. Using a stock-response model estimated on a sample of 1,646 observations for 257 retailers, the authors find that the value relevance of advertising spending and COMPS depends on the financial condition of, and the competitive pressures faced by, the retailer. In addition, the positive …

2012 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Web Based Marketing Plan For The Polished Pet Boarding Kennel In Santa Maria, Ca, Lauren Marie Frias

Agribusiness

The great recession in the United States has caused consumers to change their spending habits. The recession comes at a time when consumers had already become accustomed to increasing levels of service from sellers of goods and services as businesses incorporate new technologies to attract customers and improve cost efficiencies. Customers are now accustomed to and expect price competitiveness, excellent service, 24 hour availability, convenience and value added amenities. For a business to compete in this environment, it must continually find innovative strategies in the utilization of existing and developing technologies and applications to distinguish it from competitors. At the …

Spillover Effects Of Ingredient Branded Strategies On Brand Choice: A Field Study, Swaminathan Vanitha, Srinivas K. Reddy, Sara Loughran Dommer

Research Collection Lee Kong Chian School Of Business

Ingredient branding, or the use of two or more brand names on a single product, is widely seen as providing significant benefits in terms of increased product differentiation and greater market share. The association between two brand names can both enhance and dilute the brand equity of the host brand name and the ingredient brand name. This research examines the behavioral spillover effects associated with cobranded strategies across segments of consumers that vary in their prior brand commitment or loyalty. Different from previous research, this paper uses A.C. Nielsen scanner panel data to investigate the behavioral spillover effects of ingredient …

What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?, Jungsil Choi, Kiljae Lee, Yong-Yeon Ji

Business Faculty Publications

While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis.

The Impact Of Social Networking Sites On College Students' Consumption Patterns, Whitney Sue Thoene

Theses, Dissertations and Capstones

This research study examines the effect of social media, particularly Facebook and Twitter, on the purchasing habits of college students by testing for correlations between recommendations on social media and consumption patterns. Moreover, the research also examines the role of gender and social media usage frequency on consumption patterns. Findings revealed that both Facebook and Twitter are being used to obtain sales information and promotions. Furthermore, gender has an impact on both social networking sites. Additionally, this study found the higher the frequency of social media usage the more likely customers are to shop at the businesses they have befriended.

King's Daughters Medical Center: Taking Medicine Further: How A Local Health System Strives To Bring World Class Care To A Rural Community, Nga Thi Chu, Anthony Dotson, Xiaofei Wang

Theses, Dissertations and Capstones

King’s Daughters Health System is a network of companies located in Ashland, Kentucky. The leadership of King’s Daughters employs a corporate level strategy successfully by deciding to diversify their services into similar industries. They entered the retail industry by opening King’s Daughters Home Health and selling home health furnishings and equipment. By creating King’s Daughters Medial Transport, they entered the transportation industry. Insurance sale with King’s Daughters Integrated Health Insurance is another way they diversified. Externally the environment influences King’s Daughters Health System in many ways. The Patient Protection and Affordable Care Act are the one factor that has the …

Hermes International, Phuong Tran

Theses, Dissertations and Capstones

Hermes International Company is the second strongest brand in luxury industry. They have spent more than 100 years to make Hermes name as famous as today. With 3,000 million euro in average revenue, Hermes has a very strong financial position and potential growth compare to other competitors. Their products are always well-designed, high quality, and fashionable. They do not make good products but extremely good ones. Hermes’ target customers are wealthy people who have high level of income and are interested in luxury items. With more than 300 stores all over the world, Hermes is working on their ways to …

Bank Of America: Is Bigger Always Better?, Marty Gillenwater

Theses, Dissertations and Capstones

Bank of America is the largest bank in the world for now. The case is an attempt to see how the bank got to the point where it is today. It was interesting to follow the flow from two small banks through their histories and how they became one large institution. Now, acting as the one entity, Bank of America, there are many pressing issues facing it. The firm has many internal problems before even addressing the external environment. This is not only the competitors in the market but also the environment itself. The case addresses some of them and …

The Innovative Success That Is Apple, Inc., Katherine Johnson, Yang Li, Hang Phan, Jason Singer, Hoang Trinh

Theses, Dissertations and Capstones

Apple, Inc. has been a successful company for years now. However, the company faces issues just like any other company. How Apple responds to these issues is in conjunction to the strengths and weaknesses of the firm. The business-level strategy of Apple also has much to do with how the company approaches various situations. The diversity and organization of the firm itself helps to address any issues that may arise. Competing in high level competitive industries also requires Apple Inc. changing day by day in order to overcome its competitors.

Infomercial: A Marketing Odyssey, Bligh Macdonald

Undergraduate Review

Few forms of media are so derided as the infomercial. It seems to ooze tackiness and low production standards, coupled with shameless pandering and questionable selling points. Still, the infomercial, or “direct-response” commercial, can be an astoundingly effective selling tool. In this age of ubiquitous mass media, infomercials for products such as the “Snuggie” and the “Shake Weight” have used their inherent “butt-of-joke” qualities to make millions and to attain cultural icon status. For this project, I researched the infomercial as a genre in an attempt to explain its success and rhetorical appeal. I then applied my analysis to the …

A Study Of Visual Puffery In Fragrance Advertising: Is The Message Sent Stronger Than The Actual Scent?, Mark Toncar, Marc Fetscherin

Faculty Publications

Purpose - This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations.

Design/methodology/approach - By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare …

Advertising The Thin Ideal-The Effect On Women, Christine Murphy

Irish Business Journal

Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper …

American Well: A Viral Solution, Rebecca Browning, Rodrigo Camargo, Thaisa Camargo, Basma Memon, Gary Salyers, Brent Spencer

Theses, Dissertations and Capstones

The case presents an overall look at American Well, its position within the telehealth market, and a look at the market and market affecting factors. The following analysis will be conducted using the information presented in the case and will identify strengths, weakness, strategies and provide discussions of special topics.

Assessing The Impact Of Celebrity Ambassadors On The Pr Strategies Of Non-Profit Organisations: A Public Relations Perspective, Allison Kelleher

Theses

There has been increased interest from academics, public relations professionals and industry professionals regarding the impact of celebrity ambassadors on the PR strategies of non-profit organisations. This study aims to contribute to the understanding of the non-profit PR sector and the impact of celebrity ambassadors on this section of the PR industry. A qualitative research design was deemed most suitable by the researcher, and semi- structured interviews were used to collect the necessary primary research data. The researcher interviews two PR professionals and three non-profit organisation representatives regarding this particular study. Interviewees were chosen due to their knowledge, experience and …

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

What Is The Effectiveness Of Public Relations Tactics Being Utilized By High Street Fashion Brands To Encourage Consumer Knowledge Of Their Brand Identity?, Lynn Ferrari

Theses

This thesis looks to discover if high street fashion brands are utilizing effective public relations. It attempts to identify if the PR tools being utilized by high street fashion brands are evident to the consumer and if they contribute to purchasing power, the model of communication that is being employed by high street fashion brands and if age contributes to the knowledge and effectiveness of public relation tactics and communication tools. Approach: The research involved a two-stage study with the first phase focusing on an extensive literature review of the key sources of secondary research including reports, articles and publications. …

What Products Can Benefit From African American Advertising Appeals? The Moderating Role Of Product Involvement, Ivonne M. Torres, Cuauhtémoc Luna-Nevarez

WCBT Faculty Publications

With a significant spending power, the African American segment is one of the most lucrative, interesting, and complex targets for national and local advertisers. As this consumer segment continues to grow in importance, marketers need to focus on what types of products could benefit from African American-targeted advertising. Our research studies show African Americans respond to advertising targeted to them and their responses are moderated by ethnic identification and product involvement. Consistent with both theoretical frameworks, distinctiveness theory and ethnic identification theory, we found that identified African Americans prefer African American models especially when advertising low-involvement products.

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 …

Recruiting For Higher Education: The Roles That Print, Web, And Social Media Play In The Decision Process For Prospective Students, Brandon X. Karcher

Department of Computer Graphics Technology Degree Theses

Recruiting in higher education is a process that has been an evolving process since it first began. The most traditional methods for recruiting have been through print, web, and campus visits. However, with new social media like Facebook, Twitter, and other services, many universities have adopted the new media for recruiting purposes. Social media, coupled with a more technologically adept population of prospective students forces universities and colleges to look at an increasing number of mediums for recruiting. There is a lack of literature that documents the usefulness of the newer social media outlets. This study was designed to determine …