Advertising and Promotion Management Commons^™

The Freedom Myth: How Ski Culture's Hidden Conformity Reveals The Unconscious Power Of Brand Belonging, Isabel R. Phillips

University Honors Theses

Purpose: Ski culture sells freedom and enforces conformity. This review asks what unconscious behavioral patterns hold that contradiction in place, and how brands capitalize on it to manufacture belonging.

Design/Methodology/Approach: A narrative literature review across consumer psychology, behavioral neuroscience, sociology, and ski industry research. No primary data were collected. Four accounts of consistency-seeking are synthesized into one framework, then applied to three ski industry cases at ascending scales and tested against a comparative case from Spanish football.

Findings: Belonging is a conditioned response, and conditioning requires a stable stimulus. Consistency is therefore the precondition of belonging rather than a constraint …

When Social Fundraising Is Active But Hard To Measure: Nonprofit Lessons From Social Media Roi Research, Dr. Blair W. Loveland

Journal of Nonprofit Innovation

This article examines a nonprofit measurement problem that appears when social media is used to support fundraising but the organization cannot clearly connect that activity to a measurable financial result. The article draws on a non-experimental quantitative survey of 106 participants in roles tied to marketing, sales, or revenue reporting. The findings showed that social media use was common, but visibility into spending, formal ROI tracking, and end-to-end attribution was often weak. Seventy percent of respondents who answered the spend question did not know their organization's annual social media spend, 59 percent of respondents who answered the ROI question said …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma

Markets, Globalization & Development Review

Customer Lifetime Value (CLV) has a strong relationship to customer satisfaction and firm profitability . This review indicates that once such a relationship is developed and cemented, multiple benefits accrue to the brand and the firm. The review lays the groundwork for further studies of CLV, especially in the emerging economies.

The Curious Case Of Japanese Denim, Aaron Francis Ward

Japanese Society and Culture

From its humble beginnings as wholly utilitarian workwear in the 19^th century, to its modern rise to high-fashion, the ubiquity of denim, particularly in the form of jeans, has had a fascinating journey in its little-over-150-year history (Beazley, 2015). Of note has been the recent rise in popularity of Japanese denim. Since the end of the Second World War, Japan seems to have had an insatiable demand for Americana (Marx, 2023). Yet, if considered in the sociohistorical context of Japanese-American relations, this ought to be highly improbable. The current paper examines the sociological nature of Japanese denim from semiotic …

Gender, Age, Class And Racial Stereotypes, And Power Relations In Television Ads: 2011-13 Vs 2021-22, Thomas D. Clark, Julie Stewart

Dialogue: The Interdisciplinary Journal of Popular Culture and Pedagogy

This article demonstrates how faculty and DEI experts can use resources included in this paper to highlight how a range of stereotypes are created and reinforced in television ads, and it identifies several topics for future analysis. To understand how depictions of gender, class, age, and race intersect in 8 television ads featuring the relationship between the race of individuals depicted in romantic and platonic relationships this article examines 4 pairs of commercials from 2011-2013 and 2021-2022. Drawing on concepts of intercategorical complexity, it describes product, setting, characters and relationships to help gain a deeper understanding of how various stereotypes …

Barbie (2023): An Analysis Of Mattel's Positioning Of The Barbie Brand Throughout The Decades And How Barbie (2023) Served As A Crucial Point In The Changing Of Perceptions Of The Iconic Doll., Alejandra Gomez

Marketing Undergraduate Honors Theses

This paper is a deep analysis of the positioning of Barbie by Mattel Incorporated. It analyzes what exactly is Mattel’s positioning of the Barbie brand before diving into a study into whether Barbie (2023) impacted this positioning at all by changing stereotypical perceptions of Barbie. The study consisted of 200 participants answering a survey that gathered their perceptions of Barbie. The 200 were then divided into groups who watched Barbie(2023) and groups who did not to further measure whether perceptions of Barbie (2023) were changed by the film which displayed Barbies as being diverse and had feminist themes.

The Effects Of Commercial Media Selling An Idealized Body Type, Emma Horner

Honors Projects

Today’s society is consumer driven. People wake up and check their social media, and they are bombarded with product promotion and brand campaigns. On their commute to work, they may see billboards advertising local businesses. In the grocery store, they rely on the packaging to guide their purchasing decisions. Advertising is weaved within our society. Advertising itself is not a problem. In fact, we rely on advertising to guide our purchase decisions. While an art form, advertisements at their core portray ideals. A travel company may portray an ideal destination, a furniture store may portray an ideal home, or a …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Faux Feminism In A Capitalistic Fever Dream: A Review Of Greta Gerwig's Barbie (2023), Amy La Porte, Lena Cavusoglu

Markets, Globalization & Development Review

Somewhere between meaningful discourse about female agency and the commercial interests of a problematic doll franchise lies Mattel's box office hit film Barbie, directed by Greta Gerwig. In a script-flipping interpretation of the real-world patriarchy, it catapults itself into overdue discussions about gender norms, objectification, and the pursuit of Westernized beauty ideals. While it may have introduced liberationist theories to a new generation of women, ultimately it is a film bound by cognitive dissonance. This paper will delve into the profit-making protagonist at the center of its story and argue the film's underlying incompatibility with diversity, feminism, and social …

Curating A Consumption Ideology: Platformization And Gun Influencers On Instagram, Jenna M. Drenten Ph.D., Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart

School of Business: Faculty Publications and Other Works

This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology – a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, …

Literaturas En Exhibición: Autores-Show Y Posturas Precarias En El Siglo Xxi Hispanoamericano Neoliberal, Sara Cordon Hornillos

Dissertations, Theses, and Capstone Projects

The consolidation of neoliberalism, the demands of the market, the importance of the image, the possibilities offered by social media, and the ways celebrity is constructed not only favor but also demand the exhibition of the artist.

This dissertation examines for the first time how twenty-first-century Latin American and Spanish authors with sexual, ethnic, gender, or class identities traditionally excluded from the realm of literary distinction employ self-exhibition to engage with the public, thus redrawing the limits of literature. Reflecting critically on the commodification and manipulation of the contemporary authorial figure, as well as the possibilities of agency that certain …

Arclothmasks: A Pandemic Startup Journey, Adam Jackson

Information Systems Undergraduate Honors Theses

Covid-19 changed the way the world operated when it became a pandemic in 2020. The need for personal protection equipment was unexpected and suppliers were not prepared for the demand. The government mandate of masks furthered the need of PPE across the nation. To help fill this shortage, many companies began to retool their manufacturing processes from clothing to masks. This thesis will dive into one PPE company and its journey from the start of the pandemic. The business plan for the company will follow it along with graphs and charts that help tell the tale of the startup.

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Dimensions And Strategies Of Sustainable Rural Entrepreneurship Ecosystem: An Explorative-Mixed Research Study, Mehdi Zivdar, Hadi Sanaeepour

The Qualitative Report

With regards to the concept of sustainability, the dimensions and strategies of the rural entrepreneurship ecosystem have not been identified in most of valid literature of entrepreneurship discipline yet. The aim of this study is to conceptualize dimensions and strategies of Sustainable Rural Entrepreneurship Ecosystem (SREE) phenomenon for clarifying its dimensions and proposing regarding strategies for development of SREE. This study was conducted in two stages using an explorative mixed research design. In the first step, using a qualitative design, SREE was conceptualized, and its dimensions and strategies were developed. Therefore 6 dimensions and 36 strategies were conceptualized based on …

Making Connections: Marketing Ideas For Interpreters, Steve Mcdermott

IPS/BAS 495 Undergraduate Capstone Projects

There is a need for skilled interpreters to meet the needs of the increasingly diverse communities. Many get into the field of interpretation and translation in order to assist those with language barriers, as well as earn a living for themselves. The interpreters get into the field not realizing that to succeed they also need an entrepreneurial spirit. These entrepreneurial linguists are classified as independent contractors, as such they are responsible for the business aspects of their livelihood. This includes marketing themselves in order to grow their client base. Marketing can be a daunting task in itself. In speaking with …

Experimenting With Zmet: Issues And Adaptions, Tauheed Ahmad Ramjaun Dr

The Qualitative Report

This paper is aimed at academic researchers considering the adoption of the Zaltman Metaphor Elicitation Technique (ZMET) as a qualitative data collection method. It is meant to warn about the practical difficulties and challenges that the inexperienced ZMET researcher might face on the field. It argues that while the use of ZMET can allow for a deeper exploration of issues with participants, there could be potential challenges and issues that a novice ZMET researcher could face. Several recommendations are provided on potential adaptions to the technique based on the author’s own experience.

Place Branding As A Mode Of Urban Governance And Verticalisation: The Case Of Tokyo And New York, Z. Ruya Yuksel

Dissertations, Theses, and Capstone Projects

This thesis explores how place branding activities are amalgamated into the urban governance policies and how skyscrapers are weaved into this process by studying two of the top ten most vertical cities in the world: Tokyo and New York.

Fascination with building up towards the sky is nothing new. Yet what is new is that skyscrapers are becoming as part of place branding strategies which are seeping into urban governance practices. Concepts of place branding, urban development, spatial planning and governance are now being discussed and understood as significant elements of the same process where branding informs configurations and development …

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 …

A Multimodal Analysis Of Bangladeshi Fairness Product Advertisements, Shushmita Hossain Khan

Student Works (2020-2029)

The notion of beauty is associated with fair skin tone in Bangladesh. Bangladeshis have varied skin tones although generally most of the people have a dark complexion. Fairness product advertisements tend to suggest that fair complexion is essential for marriage, successful career and promote that using their products can help women to achieve the perfect face, partner, and expected behavior from the society as well as acceptance from the opposite sex. This indicates that fair skin means superiority and beauty in Bangladeshi context. Although these advertisements have gone through some changes in last five years, within these, the advertisements still …

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 …

The Influence Of Social Media On Perceptions Of Political Authenticity, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

Factors Behind Dissuasion To Green Products Among Young Consumers: A Qualitative Study, Anitha Acharya Dr.

The Qualitative Report

The current estimated market share for green consumption is less than five percent worldwide, therefore it is very important to understand the factors that stimulate non green consumption among young consumers since this can promote environmental thinking at an early age and also to increase the demand for green products. In these circumstances, emerging countries like India have contributed very less to the consumption of green products and environmental effects. India is among the fastest growing economies in the world. With the increase in population as well as in disposable income, India is expected to see a growth in green …

The Personalization-Privacy Paradox Explored Through A Privacy Calculus Model And Hofstede’S Model Of Cultural Dimensions, Kellen M. Schwartz

Honors Projects

The Personalization-Privacy Paradox is a relevant issue for companies today, as it deals with the paradox of customers who on the one hand want to keep their personal data private, but on the other hand desire the personalization benefits that can be gained by giving up that privacy. Many studies in the past have observed the Personalization-Privacy Paradox, but not thoroughly through the lens of a privacy calculus model. This paper uses a privacy calculus model to examine the Personalization-Privacy Paradox using Hofstede’s Six Dimensions of Culture and examines the United States, Germany, and China as case studies of three …

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

Something’S In The Water: A Look At How Creativity And Innovation Can Prevent Future Water Crises, Tristan Holiday-Nowden

Creativity and Change Leadership Graduate Student Master's Projects

The purpose of this project is to raise awareness and create a level of consciousness about water, unlike anything we have seen in the past. This project presents a synthesis of current writings and ideologies from the fields of Environmental Science and Water Research. As well as think pieces and informative news articles from various publications.

To illustrate the damaging effects of water contamination, water pollution, and water scarcity; Flint, Michigan will serve as a case study. After diagnosing and defining the problem using the Creative Problem Solving (CPS) framework. This project will explore the challenge and look at the …

Unfair Standards: Media Influence On The Fairness Paradigm In India, Sahana Heiderscheidt

Independent Study Project (ISP) Collection

This paper aims to study the fairness paradigm in India and how the media influences women’s perceptions of beauty. It aims to answer a main question: How does the media influence the cultural obsession with fairness and ultimately perpetuate a market for dysmorphic beauty ideals among women in India? The paper is structured to discuss three topics: How has fairness as a beauty ideal evolved? How does advertising and the film industry portray women? How do they influence young girls’ perceptions of beauty and self? While most studies have focused on college-educated, middle class women, this study focuses on women …

Intercollegiate Wine Business Invitational, Nathan Saragoza, Ally Bushman, Cassidy Robinson, Hanna Bingham, Sam Weymouth, Luca Mallon

Student Engagement Posters

Nathan Saragoza, Ally Bushman, Cassidy Robinson, Hanna Bingham, Sam Weymouth, and Luca Mallon discuss student engagement at Linfield College with regard to their participation in the Intercollegiate Wine Business Invitational.

The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran

Public Administration Master’s Projects

This qualitative case study examines the intersection of a Native-owned casino, revenue-sharing with its host community, and the impact of tourism marketing efforts vis-à-vis funds provided to the community’s tourism agency. Specifically, this report studies downtown Niagara Falls USA from the time period between 2006 and 2016, and seeks to determine whether and how funds from Seneca Niagara Resort & Casino boosted tourism marketing efforts by Niagara Tourism & Convention Corporation (NTCC). Background research and a series of elite interviews with city officials and tourism agency leaders uncovered overall positivity in terms of growth in Niagara Falls USA’s tourism efforts …