Advertising and Promotion Management Commons^™

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

AMTP Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon

UNF Graduate Theses and Dissertations

Of the 3.5 million first-time in college, full time students who began college in fall 2017, 74% returned for fall 2018, with 61.7% retained at their starting institution. Covid-19 has negatively impacted retention; in addition to normal attrition, one of every five students did not return to campus in fall 2020. Researchers have gauged both academic and social factors that positively influence retention and note the use of the campus fitness center (CFC) as one social factor; however, women are less likely to use the CFC, are one third as likely to exercise, and experience more numerous fitness obstacles and …

Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar

Atlantic Marketing Journal

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon

AMTP Proceedings 2021

In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.

Three Essays On The Impact Of Cuteness On Consumer Behavior, Alexis Taeeun Yim

Graduate Theses, Dissertations, and Problem Reports (ETD)

Over the last decade, the world has seen a rise in the popularity of cute stimuli. Adorable baby pictures, fluffy puppy videos, and whimsical emojis seem ever-present in social media news feeds and friends’ posts. In addition, products marketed toward adults that feature cute characters drive sales worth billions of dollars. The growing presence of cute stimuli in our daily lives is accompanied by emerging research on their social and behavioral impacts. Correspondingly, the current dissertation consists of three essays that contribute to the literature on cuteness by empirically testing the impacts of cuteness in the marketplace. To extend the …

Fostering Music Performers In The 21st Century: A Contemporary Professional Perspective Toward A New Curricular Agenda For Graduate Study In Music, Andre Januario

Graduate Theses, Dissertations, and Problem Reports (ETD)

What if the core curriculum for graduate students in music performance were designed to prepare students to succeed in the world of the Fourth Industrial Revolution?

This dissertation offers a hypothetical answer: a structured and systematic academic curricular framework for music graduate students of performance of concert music (especially those in terminal degrees, such as doctoral students), along with music instructors, professional music performers, school administrators, and college professors, seeking to prepare such students for achieving and maintaining a music career more in keeping with the current work environment, especially those skills demanded by the Fourth Industrial Revolution and the …

Implementation Of Green Marketing Concept Throughsocial Media Activities: A Systematic Literature Review, Elnur Nabivi

Journal of Marketing and Consumer Behaviour in Emerging Markets

The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Dialogue Marketing: Ecological Sustainability Of Letter And E-Mail In Comparison In Germany, Atilla Wohllebe

Journal of Environmental Sustainability

With the spread of the Internet, e-mail has also steadily gained in relevance over the past years and decades. Especially in the form of newsletters, e-mail marketing is probably the most important channel of digital dialogue marketing today. This paper examines the carbon dioxide emissions of advertising e-mails in Germany on the basis of existing sources and compares them with the emissions caused by sending letters by post. Despite significantly lower CO2 emissions per piece compared to a letter, e-mails seem to be a much greater burden on the environment due to their practically unlimited scalability in terms of cost. …

Encouraging Snap Shopper Participation At Utah Farmers Markets, A Best Practices Guide, Kelsey Hall, Alicia Meiners

All Current Publications

This guide’s steps were compiled during background research for advertising acceptance of SNAP benefits using Electronic Benefits Transfer (EBT) cards and the Double Up Food Bucks (Double Up) program offered at farmers markets throughout Utah. Information in this guide will expand marketing campaigns across Utah to promote farmers markets already accepting SNAP benefits, especially to minority and low-income populations. The information, however, may be generalized to other health/food programs and to populations with low incomes in other states.

Tree-Based Algorithm For Stable And Efficient Data Clustering, Hasan Aljabbouli, Abdullah Albizri, Antoine Harfouche

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

The K-means algorithm is a well-known and widely used clustering algorithm due to its simplicity and convergence properties. However, one of the drawbacks of the algorithm is its instability. This paper presents improvements to the K-means algorithm using a K-dimensional tree (Kd-tree) data structure. The proposed Kd-tree is utilized as a data structure to enhance the choice of initial centers of the clusters and to reduce the number of the nearest neighbor searches required by the algorithm. The developed framework also includes an efficient center insertion technique leading to an incremental operation that overcomes the instability problem of the K-means …

Go Green: Make Green, Sam Montague

Marriott Student Review

While cost might seem like an obstacle to some, adopting sustainable practices can turn out to be profitable for most companies. Recent research find positive correlation between business efforts and the consumer response, showcase direct benefits to the business, and provide suggestions to put the findings into practice.

Techy, Classy, And Social: Electric Vehicles And Brand Communication On Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, Rhianna Davis

AMTP Proceedings 2020

This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period (July 2018 through June 2019). Data analysis focused on communication volume, explicit saturation, and discourse clustering around key themes and variables. The study found abysmal amounts of EV-category explicit terminology for all brands, particularly so for U.S. accounts. Audience engagement was stronger for brands that pulled EVs into the lifestyle of their targets, than for brands pushing normative messages about environmental concerns.

To Share Or Not To Share: The Optimal Advertising Effort With Asymmetric Advertising Effectiveness, Qingying Li, Hao Ding, Tianqin Shi, Yanli Tang

Faculty Publications

In this paper, we study a two-stage model in which a manufacturer expands to a new market through a local retailer and has private information on the advertising effectiveness. The manufacturer chooses the information sharing format with the retailer, either no information sharing or mandatory information sharing. Under no information sharing format, the manufacturer and the retailer play a signaling game. We derive both separating and pooling equilibria and conduct equilibrium refinements for the signaling game. Under mandatory information sharing format, the manufacturer simply informs the retailer the advertising effectiveness. We also establish the stylized model and derive the optimal …

Brick-And-Platform: Listing Labor In The Digital Vintage Economy, Tamara Kneese, Michael Palm

Media Studies

Vintage goods are valued for their nostalgic association with pre-digital modes of production, but their contemporary trafficking is increasingly organized by processes of platformization. The central component of what we call “listing labor in the digital vintage economy” is the online display of collectible merchandise, but listing labor also entails promoting sellers’ brands on social media and using sales platforms and other logistical media to manage inventory, process transactions, and handle shipments. Listing labor is performed by branded merchants and their employees alongside independent entrepreneurs. The digital vintage economy connects brick-and-mortar shops and resale supply chains organized around flea markets, …

Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White

Research Collection Lee Kong Chian School Of Business

This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer's perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy-such as when reviews are highly …

Yeti: A Cooler Way To Market Your Product, Alana Trnavsky

Experience Industry Management

With the increased use of technology, marketing has evolved to primarily use social and digital media as the platform utilized to share content. Brands have creatively implemented new ways to market their products and services to distinguish themselves from other brands. The purpose of this study was to examine YETI’s marketing strategies. YETI is a high-end outdoor gear brand that is known for its sturdy coolers and drinkware. The research was gathered using a case study guide developed by the researcher, which outlined YETI’s current marketing practices. Within this study, there is an instrument used as a guideline to evaluate …

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

Articles

This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg

University Honors Theses

The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …

Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann

Honors Theses

The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial …

Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle

Undergraduate Theses

The quantitative impact of the arts has become an increasingly important factor in determining the overall value of a project, and is often used to determine acceptance of submissions, public recognition and funding disbursement. This project evaluates current understandings of how the arts function within society, popular methods for determining the value of the arts and explores how qualitative reasoning can be utilized to communicate the value of supporting artistic endeavors. While placing a numerical value on the arts based on data collection can be important, this project will aim to evaluate the implications of relying so heavily on facts …

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

What Consumers Don’T Know They’Re Giving Away (Data And Privacy Concerns), Bayleigh Reeves

Marketing Undergraduate Honors Theses

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing …

Dark Clouds: The Ethics Behind A Growing Vape Culture, Matthew Crenshaw

Accounting Undergraduate Honors Theses

This project addresses the areas of vaping consequences and the overall perception of vaping as a whole from the public. It also successfully answers one primary question: Have vaping companies really done anything “unethical” in terms of marketing and selling their products, or are they just the easiest entity to blame?

Vaping has been referred to as an “epidemic” in recent years. It has gained an immense amount of popularity among America’s youth however little is known about its long-term health risks. Vaping, along with its advertising techniques and unique target audience, has been compared to cigarettes and with that …

Web Analytics: Best Practices For An Organization’S Successful Performance; A Preliminary Analysis, Salma Dahbi

Electronic Theses and Dissertations

This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics.

A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.

Findings suggest that for a successful performance, companies should consider:

• Data for better decision making.

• Web analytics barriers

• Selecting the right KPIs and metrics based on the company’s goals.

• Web analytics …

Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison

Electronic Theses and Dissertations

Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, …

Distribution Channel Choice And Divisional Conflict In Remanufacturing Operations, Tianqin Shi, Dilip Chhajed, Zhixi Wan, Yunchuan Liu

Faculty Publications

We consider a firm consisting of two divisions, one responsible for designing and manufacturing new products and the other responsible for remanufacturing operations. The firm will sell these new and remanufactured products either directly to the consumer (direct selling) or through an independent retailer (indirect selling). Our study demonstrates that a firm’s organizational structure can affect its marketing decisions. Specifically, a decentralized firm with separate manufacturing and remanufacturing divisions can benefit from indirect selling with higher firm profit, supply chain profit, and total consumer demand than direct selling. Moreover, this structure also induces a remanufacturable product design. In contrast, a …

Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan

Student Publications

This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …

2020 Ijbe Front Matter

International Journal for Business Education

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