Advertising and Promotion Management Commons^™

The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters

Capstone Collection

The proposal for a study abroad program to be implemented at Johnson & Wales University [JWU] results from a five-month internship in the JWU Abroad office and multiple interviews with full-time colleagues in the department. It is designed to not only expand the current JWU portfolio in subject matter and program location, but to strengthen a newly built partnership with American Universities International Programs Limited [AUIP] through the addition of a second collaborative program in the provider’s catalogue.

The Kiwi Way: Marketing in New Zealand is a twelve-day faculty-led study abroad [FLSA] program that splits time between the cities of …

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving …

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

Motivations To Engage In Word Of Mouth From Non-Market Participants: A Study Using Automotive Business As The Field Of Investigation, Yao Han Kwan

Dissertations and Theses Collection (Open Access)

Word of mouth (WOM) can have significant impacts on businesses. Positive WOM can go a long way in helping to grow a brand while negative WOM may cause considerable damages. Managers have constantly attempted to actively manage WOM but often find it difficult to control. Extensive academic research has also been conducted in this field, with a significant amount of literature built up over the last few decades. The advent of the Internet, social media and consequently electronic WOM (eWOM) further intensified practice and research interest in this area.

Despite decades of research and managerial precepts about WOM, the full …

A Quantitative Descriptive Case Study On The Alzheimer's Nonprofit Marketing Methods, Stephaine Buffaloe

Doctoral Dissertations and Projects

The problem to be addressed was the deficiency of financial support, as a result of dwindling effectiveness of fundraising using traditional methods needed to meet the Alzheimer’s Association goal of finding a treatment by 2025. The purpose of this quantitative descriptive case study was to examine the current traditional marketing approaches of fundraising for the Alzheimer’s nonprofits. The significance of the study was finding that the survey participants preferred the traditional approach to the nontraditional approach. An entertainment event was the most favored approach. The implication on organizational change was that age, gender, and past donations to religious organizations were …

The Case For Showrooming, Cristina Nistor, Prashanth Nyer

Business Faculty Articles and Research

Showrooming has deeply affected the retail market in the past decade. As consumers became able to easily compare prices on their mobile devices, they started using retail stores to try on and experience products and then they ordered online the lower priced versions they liked best to be delivered directly to their homes. As retailers are trying to adapt to the showrooming challenges and the shift to online purchases, stores are increasingly adopting showrooming as a new selling format. We present examples of successful showrooming and develop a framework for when the new selling format can be expected to be …

How Has The Food Industry Manipulated The Way Consumers Perceive Food And Health?, Angelina Garavente

Honors College Theses

Food is the most advertised commodity in the United States and food corporations spend on average over $36 billion a year on marketing and advertising (Albritton 172). Seventy percent of total advertising goes to market convenience foods, candy, snacks, soft drinks, desserts and alcohol (Albritton 172). As a result of the wide range of marketing on an even wider range of products, consumers have been taught to feel they have a considerable amount of choice. Ironically despite the array of brand-name commodities that give off this impression, only a few giant corporations control much of what is being offered.

Gender Differences Associated With The Evolution Of Attributes Sought In Sports Apparel, Jami Adler

Senior Honors Projects, 2010-2019

Since the turn of the century, many things have changed around the world, with a focus on the athletic apparel and fashion industries. Using Fowler’s (1999) research regarding the attributes sought in sports apparel, this study serves as a replication to determine how attributes sought in sports apparel have evolved. Online surveying through Qualtrics was utilized for data collection. The research explored the trend of Athleisure and the rising demand for versatile clothing. The role of gender and its associated differences significantly influenced the attributes sought in sports apparel. In addition, this study explored three additional attributes that consumers evaluate …

Studying Abroad: A Travel Campaign, Flora Lindsay

Senior Honors Projects, 2010-2019

This project displays the steps taken in order to create a successful marketing campaign for the Center for Global Engagement at James Madison University. It explores the history of studying abroad, its perceived benefits, concerns, and existing marketing strategies. The client is studied in depth in order to create a SWOT analysis of its current state. From this research a creative strategy statement is created to better understand the target audience, competition and strategies for the campaign. The campaign idea then comes to life in the deliverables to be used by the client for marketing efforts.

Managing Media For The Genius Of Warren Buffett, Sydney Edens

Theses/Capstones/Creative Projects

The main purpose of this project was to provide public relations and marketing services to the Genius of Warren Buffett course and related events. I served as the Account Executive for the Genius of Warren Buffett account in the Spring semester of 2018 for MaverickPR, UNO’s student-run public relations firm. Main tactics included media relations and social media research and strategy. Thesis materials include the PR and marketing plan, news releases, social media content calendars, graphic design materials, documentation of client communication, copy writing and editing, news coverage of stories pitched to the media and administrative documents. I assess the …

Music & Media: A Senior Recital & Honors Project, Kayla Luteran

Honors Projects

Music & Media: A Senior Recital & Honors Project is a cross-media marketing strategy. The main purpose of this project was to develop visually appealing, informative graphic elements and branding to effectively promote a musical performance. This is interdisciplinary in nature and includes written and oral communication.

While many music students post about their senior recital on social media or place flyers, they do not develop a thorough methodology for generating buzz about their event. Although musical preparation is of utmost importance for a performance, I believe that time should be spent on all aspects of planning the recital. With …

Where's The Beef? Masculinity, Gender And Violence In Food Advertising, Anne Mcnutt Patrick

Morehead State Theses and Dissertations

A thesis presented to the faculty of the Caudill College of Arts, Humanities, and Social Sciences at Morehead State University in partial fulfillment of the requirements for the Degree Master of Arts by Anne McNutt Patrick on April 24, 2018.

Creative Micro-Entrepreneurship In Practice: Exploring Digital Tools For Small Creative Businesses, Olivia Messina

Honors Scholar Theses

For the scope of this thesis, my focus is on independently owned businesses

run by “creative micro-entrepreneurs.” I’m using this term, coined by the digital

selling platform Etsy, to encompass artists, craftspeople, and others who sell artistic

goods and services they have made themselves. In addition to being part of this

community personally, I also think that it is important for these small businesses to

have the resources they need to thrive in our rapidly changing economy. Selling

online, clothing & accessories businesses, and cooking & baking businesses are

among the top 5 “side hustles” for Millennials, making creative small …

Advertisements On Facebook: Identifying The Persuasive Elements In The Development Of Positive Attitudes In Consumers, Mahmud Akhter Shareef, Bhasker Mukerji, Mohammad Abdallah Ali Alryalat, Angela Wright, Yogesh K. Dwivedi

Dept. of Organisation & Professional Development Publications

The main objective of this study is to develop the scale items of consumers’ attitudes toward Facebook advertisements and to theorize consumers’ attitudinal behaviour. To undertake this study, a research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to measure attitude. Then an independent empirical study was conducted among …

The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau

Honors Projects in Marketing

Many studies have measured the impact of cause related marketing (CRM) strategies on non-profit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations employing them. This study hypothesizes that a co-branded CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3 factorial design for firms with both a positive and negative brand reputation. It was found that, for an organization with a negative image, consumers viewed the organization more …

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

17 Days: Cross-Country With Social Media, Zachary Alvarado

Senior Theses

"Austin Prescott and Zach Alvarado travel from South Carolina to California using social media to find and communicate with hosts throughout the country..."

https://www.youtube.com/watch?v=V8k6EQnW5D4

Costs of investment were weighed against capital contributions throughout our campaign. While the film serves to inspire, entertain, and inform, the paper dives deeper into the brand-building, cost-savings, and logistics of the trip. In the end, we more than doubled our initial investment and had an awesome time while doing it.

Indah: The Unorthodox Rise Of A Columbian Staple, Will Helms

Senior Theses

Over the course of several weeks, I conducted a series of observations at Indah Coffee Co. in order to better understand its marketing and interaction with the neighborhood. After observing the coffee shop several times, I consulted outside sources, a process that is considered to be in the psychological realm of “grounded theory”, constantly comparing them to my own observations. After an interview with Indah’s owner, I began compiling my findings. The following paper is an outline of my findings, including the importance of the product in the coffee industry versus other industries, the power of successful grassroots marketing, and …

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

2018 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production …

Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh

Journalism

The following study investigates the strategies and tactics that are most important when developing and implementing a public relations campaign geared towards university students. It analyzes the best practices of researching, creating and evaluating awareness programs. This study serves as the basis for the “Bringing Awareness of Associated Students, Inc. Club Funding Opportunities to Cal Poly Clubs: Increasing Participation Through Public Relations” campaign. In this campaign, Associated Students, Inc (ASI) Club Services is seeking to increase awareness and participation in its club funding program. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation, …

Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes

Q2S Enhancing Pedagogy

In this course and over the entire quarter you will be involved in a group project, which explores and aims to solve a real design and communication problem. As times have changed and the face of art and design has changed so has our perception of what art and design are, as well (and most importantly to you, “where do I fit in, and what skill sets will I need to be successful in this new creative workforce?) Three new studies show that the skills wanted by employers in the design related fields involve not only the hard skills like …

Moderating Factors On The Impact Of B Corporation Certification On Purchasing Intention, Willingness To Pay A Price Premium And Consumer Trust, Albena Ivanova, Jill Maher, Gayle Marco, Melissa Reinbold

Atlantic Marketing Journal

This study determines the impact of B Corp certification on consumers’ attitudes, consumers’ purchasing intention, and consumers’ willingness to pay price premium and investigates the moderating effect of demographics and psychographics on these relationships. A convenient sample of 133 Americans participated. Respondents were exposed to pictures of a product with and without the B Corp logo and meaning. Repeated measures on a single sample research method is applied. Findings indicate a significant overall effect of the certification with description on purchase intentions, willingness to pay a price premium and trust. Additionally, there is a significant moderating effect of consumer demographics …

Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche

Atlantic Marketing Journal

College sports programs are embracing promotional activities that aim to create spectators and fans for live-action events. Whereas relationship marketing and fan engagement tactics are a mainstay of professional sports organizations, their inclusion within college sports programs is not ubiquitous. This study explores the promotional strategies for college sports, surveys the sports marketing literature, and presents findings from a spectator/fan questionnaire (n = 600) conducted with full-time enrolled students for a Division III college sports team. The twofold purpose of the questionnaire was to investigate what motivates student-spectators to attend men’s college basketball games and how to increase the level …

In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan

Articles

Logic dictates that Destination Marketing Organisations (DMOs), while representing many stakeholders, should leverage a location’s most visible assets to enhance the attractiveness of the destination at any given opportunity. This study examines the manner and extent to which four major European football franchises are mentioned and promoted on the official digital marketing platforms of their respective cities; Amsterdam, Barcelona, Manchester and Munich. A tailor made content analysis tool is used to conduct a systematic investigation of the virtual platforms over which the DMOs of these cities exert a modicum of control. The content of these platforms is scrutinised from three …

Cross-Culture Product Hybridization In Pre-Communist China (1912-1949), Qiang Yan, Michael R. Hyman

Global Business Leadership Faculty Publications

Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912-1949),product hybridization—defined as a process or strategy that generates symbols, designs, behaviors, and cultural identities that blend local and global elements—emerges as a popular intermediate strategy worthy of further inquiry. After examining the mechanisms and processes underlying this strategy, a schema for classifying product hybridization strategies is developed and illustrated.

The Influence Of Price, Status Consumption And Reference Groups On Consumer Attitude To Purchase Counterfeit Sport Products In Uae, Hamza Salim Khraim

Irish Business Journal

The purpose of this study is to explore factors that influence the consumers' attitude to purchase counterfeit sports products in the UAE. We will examine the influence of price, status consumption and reference groups on consumers’ attitudes to purchase counterfeited sport products in the UAE. A sample of 235 respondents was collected for the study, which was carried out in two famous sports retailers GO Sports and Rebook in the UAE. The collected data were analyzed using SPSS. Different analytical tools have been used including, descriptive statistics, and multiple regression. Results show that price and reference groups have a positive …

Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan

Business Faculty Articles and Research

In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …