Advertising and Promotion Management Commons^™

Scoreboards Vs. Mortarboards: Major Donor Behavior And Intercollegiate Athletics, Jeffrey L. Stinson, Dennis R. Howard

All Faculty Scholarship for the College of Business

In an era where intercollegiate athletics departments are increasingly reliant on and successful in obtaining charitable donations, three fundamental questions surrounding charitable contributions to educational institutions were empirically examined. Who gives to educational institutions in support of academic and athletics programs? Does the improved performance of athletic teams influence both types of giving to educational institutions? Does increased giving to athletics have a negative impact on charitable giving to educational programs at the same institution? An in-depth analysis of donor behavior at a major public university revealed that contrary to popular assumption, both alumni and non-alumni made gifts to both …

An Economic Model Of Permission Marketing: Win-Win-Win Relationship Building Among Marketers, Isps, And Internet Users, Anca C. Micu, Yan Jin, Clyde H. Bentley, Glen T. Cameron

WCBT Faculty Publications

A model is proposed for ISP customers to accept e-mail marketing in exchange for a discount on the Internet fee. Adherence to the model appeared to vary with age, number of e-mails received per day, and with the amount of the current fee. Authors recommend marketers send fewer, better-targeted, and personalized e-mails.

International Advertising And The Use Of The Sex Appeal: Acceptance Of Sex Appeal In China, Katie Hunt

Theses and Dissertations

China is the most populated country in the world. With a population of over a billion people, it is an attractive market to many companies. However, China has traditionally been a market that was difficult to access due to its communist government and strict regulations. In 1978, China began changing the economy from a centrally planned system to a more market-oriented economy. By 2001, "China stood as the second largest economy in the world after the U.S., measured on a purchasing power parity basis" (World Factbook, 2002). China is a strong business partner with the U.S.; 21% of China's exports …

Children's Understanding Of Television Advertising Intent, Margaret-Anne Lawlor, Andrea Prothero

Articles

Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular, telelvision advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached. This paper presents a brief overview of the literature addressing chidlren's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-resesearched perspectives. Findings are then presented from an exploratory study of eight and nine …

Establishing And Maintaining A Buyer/Supplier Relationship Within The Product Development Industry For Model-Making And Prototyping, Kelly Vukad

Honors Capstones

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

Metro Acoustics Identity Manual, Melissa Meyer

Honors Capstones

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

Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya

Research Collection Lee Kong Chian School Of Business

Selecting the right technologies to incorporate in new products is a particularly challenging aspect of new product definition and development. While newer advanced technologies may offer improved performance, they also make the product development process more risky and challenging. In this paper, we focus on the problem of technology selection and commitment under uncertainty, a major challenge to firms in turbulent environments. We argue that the ''pizza-bin'' approach of rejecting prospective technologies outright may not serve firms well when the pressure to differentiate products is enormous. After motivating the challenges and decisions facing firms using a real-life application from Dell …

Sampling Concepts, Paul Boyd, Ph.D.

MBA Faculty Conference Papers & Journal Articles

The usefulness of any research is dependent upon how well the group studied represents the group about which decisions are to be made or conclusions drawn. That is, it depends upon how well the sample reflects relevant characteristics of the population. When it is possible to study every member of that group there is no problem, for on these occasions we can easily calculate the exact attribute (parameter) of interest for our population.

For example, if we were interested in determining the average number of gallons of gasoline sold to customers at our service station yesterday, we …

How Do I Spot A Telemarketing Sales Scam?, Liz Gorham, Marilyn Noyes

All Archived Publications

No abstract provided.

The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero

Articles

This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age, and cognitive and social development in this field, and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the …

Teens' Use Of Traditional Media And The Internet, Carrie La Ferle, Steven M. Edwards, We-Na Lee

Temerlin Advertising Institute Research

As the teen market segment expands and spending power increases, advertisers are cognizant of the importance in understanding traditional and emerging media trends in reaching this new generation of consumers. Increasing penetration of the internet at home and at school encouraged the authors to examine teens' relationships with media. Time allocation across media and the needs fulfilled by each medium were investigated. The study further explored how the internet, given its ability for two-way communication, stacks-up against interpersonal communication sources. Influences of gender and home access to the internet were analyzed, as were the methods teens use to learn about …

Unintended Consequences Of Arousing Fear In Social Marketing, Nadine Henley, Rob Donovan

School of Marketing, Tourism and Leisure Publications

The intention of social marketers, by definition, is to contribute to social good. However, an unintended consequence of the frequent use of fear-arousal in social marketing may be the creation of a sense of helplessness both in the target market and in unintended markets. Arousing fear may be counterproductive when attempting to persuade some people to abandon anxiety-soothing, addictive behaviours, such as smoking, drug and alcohol use (Firestone 1994) and may lead to counterproductive, fatalistic thinking and maladaptive responses (Job 1988; Rippetoe & Rogers 1987). The possibility that fear arousal creates helplessness is an important issue for marketing in the …

Unintended Consequences Of Arousing Fear In Social Marketing, Nadine Henley, Rob Donovan

Research outputs pre 2011

The intention of social marketers, by definition, is to contribute to social good. However, an unintended consequence of the frequent use of fear-arousal in social marketing may be the creation of a sense of helplessness both in the target market and in unintended markets. Arousing fear may be counterproductive when attempting to persuade some people to abandon anxiety-soothing, addictive behaviours, such as smoking, drug and alcohol use (Firestone 1994) and may lead to counterproductive, fatalistic thinking and maladaptive responses (Job 1988; Rippetoe & Rogers 1987). The possibility that fear arousal creates helplessness is an important issue for marketing in the …

Children's Attitudes Toward Television Advertising: A State Of The Art Review, Heidi L. Haskins

Honors Theses

The issue of children and advertising came to light in the 1970s and has continued to be a topic of much discussion ever since. In started in the 1970s when the Action for Children's Television petitioned the Federal Communications Commission (FCC) to eliminate all commercials from children's TV programs. Then in January 1973, the major networks agreed to reduce commercial time in children's weekend programs from 16 minutes an hour to 12 minutes an hour. In 1991, the Better Business Bureau estimated that children in the U.S. watch an average of 3.5 hours of television every day, and the average …

Gender Differences In Tourism Destination: Implications For Tourism Marketers, Marie Ryan, Nadine Henley, Geoffery Soutar

School of Marketing, Tourism and Leisure Publications

This paper examines the criteria that males and females use to make tourism destination choices and whether such differences result in different destination preferences. Males and females may apply different criteria to make tourism destination choices. Respondents were asked to rank eight popular WA holiday destinations, using twelve attributes. Comparisons between males and females were conducted using t-tests, perceptual mapping and external preference analysis. Females rated each attribute consistently more important than males and, overall, consistently high. This finding is interpreted with reference to Meyers- Levy’s (1986) selectivity hypothesis and related to other research in the marketing context on information …

How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai

Business Faculty Articles and Research

Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the …

A Comparison Of Print Advertisements To Corresponding Web Sites: Are Marketers On Target, Sarah Jo Sautter

Honors Theses

Technological advances constantly make lives easier and information more accessible. Marketers seek the best ways to communicate with their prospects. This means keeping pace with technology, and being a pioneer in the industry. The Internet is one communication medium growing in popularity among marketers. As a new advertising medium, companies rush to beat their competitors, and many others follow. As a result, Web addresses are found in traditional media like television, radio and especially print.

A Comparison Of The Perceptions Of Clients And Design Consultants Toward Corporate Identity Programs, Dae Ryun Chang, Don Ryun Chang, Kwon Soo Lee

Research Collection Lee Kong Chian School Of Business

Although much attention has been given to the importance of developing and using corporate and brand identity programs (from hereon essentially combined and referred to as CI), in the business literature in contrast academic treatment is less abundant and in particular there is little research on their actual implementation. While the motivation for the emergence of CI is easily understood, what is not clear is how effective these programs are after implementation. In this paper we focus on two communities responsible for the creation and implementation of identity programs, the clients and the designers. Even within client corporations of CI …

Communication Flows In Distribution Channels: Impact On Assessments Of Communication Quality And Satisfaction, Jakki J. Mohr, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

We develop and test a model of the relationships between: (1) norms of information sharing and communication flows of frequency, bidirectionality, and formality, (2) these communication flows and dealers’ assessments of the quality of communication and satisfaction with communication; and (3) formality of communication flows and dealers’ distortion and withholding of information. Based on data collected with a survey mailed to a national sample of computer dealers, our findings offer insight on channels communication to both researchers and practitioners. By examining the impact of communication flows on summary judgments of communication, managers can focus their efforts on vital communication flows …

Ua11/1 On Campus, Vol 5, No. 3, Wku University Relations

WKU Administration Documents

On Campus newsletter featuring articles about faculty, staff and events at Western Kentucky University. Regular features are:

• College News
• Sponsored Programs
• Hot off the Press
• Personnel File

This issue includes articles:

• Eison, Sheila. Farewell to the Unexamined Life
• Meet the Planners of the Major Gift Campaign
• Saving Public Broadcasting
• Mastering the Art of Nursing
• A Very Special $1 Million Gift to WKU - Glen & Freida Wells
• All-State Art Exhibition
• It's in the Cards! - WKU business cards

Imr Case Study - Kleen, Brenda Cullen

Issues

This case looks at a firm's dilemma about whether or not to invest in developing an existing brand in a rapidly changing detergent product market. Three experts comment.

Salespersons’ Perceptions About Sales Contests: Towards A Greater Understanding, William H. Murphy, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Aims to improve understanding of an important and widely used management tool for motivating the salesforce – sales contests. Begins by introducing the question: what factors are associated with salespeople's feelings towards a sales contest? Several potentially relevant characteristics that are expected to be associated with various feelings towards contests are discussed. To test the hypotheses, data were collected through verbal protocols and surveys from salespeople belonging to a division of a Fortune 100 firm. Results indicate that salespeople's self-esteem, commitment level, and career stage play a role in influencing feelings towards the sales contest.

The impetus for this research …

Tempting The Japanese Taste Buds, Glenis Ayling

Journal of the Department of Agriculture, Western Australia, Series 4

"Australia needs to differentiate its product from those of other countries: it needs to do something a bit different toget products on the shelves and sold.

Japanese consumers expect the price to be reasonable and the flavor to be good. They will buy on the image the product cenveys, and the image or 'message' the country of manufacture has in Japan," -

Toshio Tada.

Trends In Gospel Music Publishing: 1940 To 1960, Vernon M. Whaley

Faculty Dissertations

The purpose of this study was to compile a historical survey of gospel music publishing from 1940 to 1960. Elements for investigation included the stated objectives, decisions, and marketing strategies employed by gospel music publishers to expand their markets from 1940 to 1960 and factors contributing to the growth in the gospel music publishing industry from 1940 to 1960.

The information for the study was collected through oral history methodology consisting of interviews with seven leaders in the industry including: Billy Ray Hearn, Chuck Fromm, Ralph Carmichael, John W. Peterson, Robert R. MacKenzie, Jessy Dixon, and Bill Gaither. Personal interviews …

The Value Of Subliminal Advertising To The Modern Marketer, Bruce Peckover

Honors Theses

This paper provides an evaluation of the arguments and evidence advanced supporting and denying the effectiveness of various subliminal techniques used in advertising. These practices supposedly influence consumer behavior by subconsciously altering attitudes or preferences toward products. While researchers offer some marginal evidence of subliminal stimuli influencing like/dislike reactions, the marketing relevance of the evidence remains to be documented. This investigation examines the history, use, legality, and value of subliminal advertising to the marketer. A thorough discussion of each of these points is made with reference to documented sources. The intent of this paper is not to deny the existence …

Television Advertising And Children, Vince Delange

Honors Theses

Thesis begins by examining the learning and cognitive processes and development of children, followed by a history of advertising to children, then explores the traditional concerns with advertising to children. The author discusses research findings and makes recommendations regarding advertising to children.

Why Blacks In The New Orleans Area Are Not Buying The Amc Pacer, Marketing Research Class Of 1977

Electronic Theses and Dissertations

This report, prepared by the Marketing Research Class of Xavier University of Louisiana under the instruction of Louis C. Mancuso, Ph.D., in Spring 1977, investigates why Black consumers in the New Orleans metropolitan area were not purchasing the American Motors Corporation (AMC) Pacer. Commissioned by Stephens AMC Jeep, Inc., the study was undertaken after a local dealership reported low sales volume of the Pacer among Black buyers, prompting an examination of consumer attitudes toward the vehicle's styling, price, and other features.

The class developed three survey instruments, a door-to-door questionnaire, a telephone questionnaire, and an observation study, to test sixteen …

Ua11/1 Western Kentucky University, Wku Public Affairs

WKU Administration Documents

Promotional brochure produced for Admissions Office and colleges to use in recruitment. Includes statement by President Dero Downing,

The Jacksonville Market 1970, Wjxt Research Department

City and Regional Planning -- Florida

An advertising brochure detailing Jacksonville's demographics, economy, and the overall market for Television as well as the station's resources

Ua9/4 Kentucky Building Postcard, College Heights Foundation

WKU Administration Documents

Postcard used in fund raising effort to complete the construction of the Kentucky Building.