Advertising and Promotion Management Commons^™

Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …

Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren

Management and Marketing Faculty Publications

Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.

The Experience Of A Lifestyle, Brian Lonsway

School of Architecture - All Scholarship

This essay traces the evolution of themed environment design from theme parks to a series of new architectural types – Urban Entertainment Destinations, Lifestyle Enhancement Centers, and Lifestyle Villages – as a chronicle of spatial mediation from urban décor to urban design technique. Culled partly through semiotic deconstruction and partly through ethnographic investigation, this history examines the environmental design techniques employed in these spaces in order to better understand the relationship of design practice to the cultural practices of work and leisure.

From spatialized branding strategies to the neo-urbanist configurations of location-based entertainment, leisure/entertainment ventures use these narratively motivated techniques …

De Boerinn (Netherlands), Thomas Cooney

Case studies

Hendrik Jan Hoogendoom and his parents sat around the family dinner table and once again discussed the key problem facing the business in which they all worked. There had been many changes in the use of their land over the past two decades but they knew that they had not yet achieved the maximum economic return from it. Currently, the primary income came from recreation activities, which were extremely successful for six months of the year. But the challenge remained on how they could keep the business equally active during the long cold winter months.

The Potential Effects Of Corrective Advertising On Consumer Beliefs Mandated By U.S Vs. Philip Morris Usa, Inc. (2006), Brook Leigh Plack

Inquiry: The University of Arkansas Undergraduate Research Journal

In US v. Philip Morris USA Inc. (2006), six major tobacco companies were ordered to provide funding for an extremely large corrective advertising and marketing campaign. The Court ruled that consumers may have been misled and deceived about the (1) health effects of smoking, (2) addictiveness of smoking, (3) lack of health benefit from low tar/light cigarettes, (4) companies’ manipulation of nicotine delivery and cigarette design, and (5) health effects of secondhand smoke. Using print advertising copy test procedures, this research focused on the potential effectiveness of test ads submitted to the Court in impacting these target beliefs. In an …

Heylen Bvba (Belgium), Thomas Cooney

Case studies

As Tom Heylen reflects upon his early days in business, he often wonders how his company Heylen bvba survived. He had left university after just one year of studying biology in order to pursue a business opportunity that he believed existed in the market and that needed to be acted upon without delay. About that time, nature had become modified to such an extent (particularly in Europe) that biodiversity could only be conserved through active management and restoration of the few natural areas which remained. Such management required innovation, specialised equipment, and knowledge in order to be successful. But those …

The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.

An Analysis Of Lean Management Procedures In The Irish Audi And Volkswagen Dealer Network, Clive Atkinson

Theses

This study provides an analysis of lean management procedures within Irish motor retailers from the perspective of senior managers working in franchised Audi and Volkswagen dealerships. Richardson (2007) suggests the danger for some organisations operating in good economic conditions is the ability of poor performers to earn healthy profits through little effort, thereby creating a lack of urgency to improve processes within the business. This may be applicable to motor dealerships in Ireland since the advent of the “Celtic Tiger”. Advocates of lean management contend the implementation of lean techniques can increase efficiency within an organisation and create a sustainable …

The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll

Masters

The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the first is an overview of consumer culture as the context within which brands have taken on great importance, in the construction of self …

South Hill Enterprise (Ireland), Thomas Cooney

Case studies

Billy Barrett was facing challenges as a consultant that he had never previously experienced. All of the goals that are expected in business practice were not amongst the main priorities here. Confused, he asked Maura Melia (Manager of South Hill Enterprise) if he could clarify the situation.

Guardian Angel (Ireland), Thomas Cooney

Case studies

It was the summer of 2006 and three friends of many years had come up with a business idea that they believed could be a money-spinner for all of them. Maria Harrison, Krystle Malone and Marie Lyons had all been students at the Technological University Dublin and had recently completed their degree in Marketing. As part of their programme, they had taken a course on Entrepreneurship by way of interest rather than any deep-rooted desire to start their own business. But now, they are about to meet a venture capital company to ask for €300,000 to get the business started. …

Ecoserve (Ireland), Thomas Cooney

Case studies

Roisin Nash had just finished reading a new report that had recently been launched by the Minister for Communications, Marine and Natural Resources Noel Dempsey at the headquarters of the Marine Institute at Oranmore in County Galway. The report, entitled ‘Sea Change – A Marine Knowledge, Research and Innovation Strategy for Ireland 2007- 2013’, presented a national agenda (comprising of science, research, innovation, and management) aimed at a complete transformation of the Irish maritime economy. Roisin felt that the report provided a clear and realistic picture of future opportunities and challenges within the Irish marine industry, and that it would …

Echinades Fish Farm (Greece), Thomas Cooney

Case studies

The past decade had seen a dramatic decline in the regional economy along the west coast of the Greece as agriculture faded and few incentives existed for manufacturing companies to locate there given its relatively poor infrastructure. Since the long-established Greek strength of tourism was still focused on the islands and in areas where large natural beaches offered holidaymakers the opportunity to lay out in the glorious Mediterranean sunshine, this region of barren land and traditional lifestyle offered little to entice the modern tourist. Despite this pessimistic background, Nikos Anagnopoulos stood on the deck of the small boat that had …

Digicel Foundation (Haiti), Thomas Cooney

Case studies

It was a beautiful day on March 5th 2007 and the official launch of the Digicel Foundation Haiti was drawing to a close. The Foundation had been inaugurated at a special ceremony to mark the completion of the Foundation's first project, the rebuilding in record time of the Ecole Mixte Lageho (a primary school in the hurricane ravaged Pont Janvier rural community of Thomazeau), thanks primarily to the combined efforts of Digicel staff and local community members. Denis O'Brien (Digicel Group Founder / Chairman and Patron of the Digicel Foundation) was joined at the ceremony by the Prime Minister of …

Daft.Ie (Ireland), Thomas Cooney

Case studies

Eamonn and Brian Fallon sat in their office at the Digital Hub near the Guinness Brewery in Dublin and reflected upon their success. It was a beautiful day outside and the sun shone warmly through the windows. About them on the walls was an array of awards that they had collected over the past two years. Indeed they had received a telephone call earlier that day informing them that the radio programme ‘Down To Business’ on NewsTalk 106 had selected them as a leading example of best business practice and wanted to interview them. It was yet further recognition that …

Ua9 Spirit Of Giving, Wku Institutional Advancement

WKU Administration Documents

Newsletter highlighting donors and donations to WKU departments and programs.

Choosing A Landing Site For Wright Air & Space Center, Charles S. Gulas, Robert Premus, John P. Blair

Marketing Faculty Publications

The case provides a study of the interesting challenges involved in making a site selection decision. It can be used as a “how to” guide for businesses, non-profit organizations and communities seeking sites for recreational, educational, cultural or other sorts of facilities. The decision would require analysis of quantitative issues such as regional demographics as well as qualitative issues such as the “mommy factor.” This term, coined by a member of the board, refers to a set of factors that would make a location desirable to parents. Perhaps most important, lessons from the site selection process are applicable to other …

Free To Be Obese In A " Super Nanny State " ?, Nadine Henley

School of Marketing, Tourism and Leisure Publications

Should individuals be free to make lifestyle decisions (such as what, when and how much to eat and how much physical activity to take), without undue interference from the state, even when their decisions may lead to negative consequences (obesity, heart disease, diabetes)?

Free To Be Obese In A 'Super Nanny State'?, Nadine Henley

Research outputs pre 2011

Should individuals be free to make lifestyle decisions (such as what, when and how much to eat and how much physical activity to take), without undue interference from the state, even when their decisions may lead to negative consequences (obesity, heart disease, diabetes)?

Pop-Up Ads And Trademark Infringement: Whenu.Com Litigation, Janet Rubin

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Vol. Vi, Tab 38 - Ex. 31 - Survey Of Rosetta Stone Brand Health, Rosetta Stone

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini

Conference proceedings

Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary …

The Korean Language And The Effects Of Its Honorifics System In Advertising: Deferential Vs. Informal Speech As Regulatory Prime On Persuasive Impact, Jin K. Han, Yong Seok Sohn, Kun Woo Yoo

Research Collection Lee Kong Chian School Of Business

A very prominent feature of the Korean language is its extensive honorifics system, where the speaker is obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context for using deferential (informal) speech parallels the setting for prevention (promotion) focus, we set out to examine whether the Korean honorifics system itself functions as a natural prime for regulatory orientation. In Study 1, we find that deferential (informal) speech style activates prevention (promotion) focus in the addressee. Accordingly, we show that ad copies in deferential (informal) speech style resulted in regulatory fit …

Mtv: Sounds Of A Generation, Amanda Evens

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu

WCBT Faculty Publications

This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other …

Crossing The Great Divides: Selfridges, Modernity, And The Commodified Authentic, Elizabeth Outka

English Faculty Publications

This article takes these critiques as a given. Incisive critical commentary on advertising and on marketing abounds, and exploring the false claims and schemes within a commercial culture is an essential and ongoing project. This critical approach, however, is not the end of the story, for armed only with skepticism, we are blinded to the dramatic commercial revolution offered by Selfridges, one that is intrinsically tied to British modernism. Selfridges embodies and deploys a surprisingly modernist set of tensions between low and high culture, and between the specter of the mass market and an alternative, non-commercial aesthetic. As this article …

Marketing Locally Produced Foods: Consumer And Farmer Opinions In Washington County, Nebraska, Mindi L. Schneider, Charles A. Francis

Department of Agronomy and Horticulture: Faculty Publications

Local food system potentials were studied in Washington County, Nebraska, United States. As a departure from most studies of locally based systems, farmers were surveyed in addition to consumers for potential participation. Data about the current food system and opinions and preferences for local production, marketing, and purchasing of food were collected using self-administered mail questionnaires. The response rate was 35% for the farmer survey and 37% for the consumer survey. Results indicated that, on the farming side of the food system, conventional corn and soybean production and marketing predominated in Washington County, and farmer interest in producing for local …

General Records (Ireland), Thomas Cooney

Case studies

Standing outside a pub, Billy Barrett and Martin Murphy faithfully obeyed the no smoking ban that was now a feature of the Irish social scene. As they smoked their cigarettes, they discussed the singer/songwriter who played inside the premises that they stood against so nonchalantly. The gig was enjoying a great reception, with the crowd enthusiastically applauding the eclectic mix of blues, rock, and traditional music. ‘Well, Billy, how would fancy starting a record company?’ asked Martin, as if it was not really a challenge. ‘The singer playing inside wants to record a CD but she has no label. I …

Obesity, Educational Attainment, And State Economic Welfare, Martin W. Sivula Ph.D.

MBA Faculty Conference Papers & Journal Articles

For the first time in history, estimates of the overweight people in the world rival estimates of those malnourished. The World Health Organization (WHO, 2002) ranked obesity among the top 10 risks to human health worldwide. In the early 1960s, nearly half of the Americans were overweight and 13% were obese. Today some 64% of U.S. adults are overweight and 30.5% are obese. Even more alarming, twice as many U.S. children are overweight than were twenty years ago, a 66% increase. Non-communicable diseases impose a heavy economic burden on already strained health systems. Health is a key determinant of development …

You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley

WCBT Faculty Publications

A model is proposed for ISP customers to receive sponsored electronic newsletters in exchange for a discount on the Internet fee. In the model, both online newspapers and ISPs receive fees from the advertisers while the end consumer pays less for the Internet connection. Advertisers gain by sending better-targeted messages through an accepted medium. In addition to collecting part of the advertising fees, the ISPs increase their customer base by offering an incentive as well as value-added services. Adherence to the model appeared to vary with gender, age, and attitude toward e-mail marketing.