Advertising and Promotion Management Commons^™

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 …

Search Engine Marketing (Seo) – Discussion Board Assignment, Feygens Saint-Joy Jr

Open Educational Resources

Discussion board on SEO best practices and discovery.

Entrepreneurship At The Base Personal Business Plan Assignment, Ouafaa Hmaddi

Open Educational Resources

No abstract provided.

Establishing A Marketing Agency – Assignment/ Collaborative Project, Feygens Saint-Joy Jr

Open Educational Resources

This project guides student teams through the process of establishing a fully developed advertising or promotions agency, mirroring real-world industry structures and practices. Teams will collaboratively define their agency’s identity by selecting a strategic focus, crafting a mission statement, choosing a name, and outlining roles, hierarchy, and services. The assignment emphasizes experiential learning through the creation of an organizational chart, the development of compensation models, and decisions regarding external facilitators such as freelancers or consultants. Students engage with multimodal resources, including videos, visuals, and templates, to support comprehension, creativity, and accessibility. Final submissions may take the form of a written …

Reputation Management: Branding A Higher Education Graduate Program To Increase Visibility, Vanderbilt Artaxerxes Brabson Iv

Student Theses and Dissertations

This capstone project offers a comprehensive training tool for non-communication professionals working in higher education programs. Its main goals are to give users (1) a summary of valuable research on higher education reputation management, branding, and strategic communication, and (2) an online toolkit for non-communication professionals to boost the visibility and impact of their educational initiatives. By providing practical, actionable resources, these tools help higher education professionals effectively handle the challenges of strategic communication management. The toolkit is especially useful because it delivers evidence-based strategies and methods that can be directly applied to improve communication efforts in higher education. It …

Black Media’S Struggle To Survive, Truth Headlam

Capstones

The Lomax family got into the media business 13 years ago, just before it cratered for traditional editorial publications and radio stations.

The fall has been steep, especially for Black media. In 1978, when President Jimmy Carter announced an initiative to increase the number of radio stations owned by people of color, only about 1.2% – or 69 out of 8,196 – radio stations were minority owned. But after the Carter administration gave minority-run stations a boost, that number more than doubled to 182 radio stations owned by Black people alone by 1990.

Full capstone: https://truthwroteit.wordpress.com/2025/05/22/black-medias-struggle-to-survive/

Zero Textbook Cost Syllabus For Mkt 3000 (Marketing Foundations), Ram Bezawada

Open Educational Resources

This course is designed to introduce business students to the fundamental concepts and principles of marketing. The knowledge you gain in this course should help you understand how well-thought out and carefully implemented marketing strategies can help businesses succeed in a competitive environment. This understanding and skills you will have to practice in this course (i.e., analytical, and oral/written presentation skills) will help you to become a more valuable employee whether you choose a career in marketing or in other fields.

For students majoring in marketing, this course will provide the foundations for more advanced courses and work experience. For …

"Finding Your People: Seeking Strength And Solidarity In Employee Resource Groups (Ergs)" - The One Club For Creativity's "Where Are All The Black People?" 2024 Conference Proceedings & Reading List, Javier O. Garcia

Publications and Research

Employee Resource Groups (ERGs) help create community in the workplace, and can serve as a source of strength for employees of marginalized identities.

This panel, originally held at The One Club for Creativity's "Where Are All the Black People?" conference and career fair in 2024, explores the value of intersectional identities in the workplace.

The featured panelists offer insights into the changing landscape of DE&I (diversity, equity, & inclusion) - particularly in the advertising, marketing communications, and creative industries - the impact it is having on employees, and how ERGs can serve as a catalyst for professional and organizational growth. …

Breaking Into The Black Box Of Customer Perception Towards Robot Service: Empirical Evidence From Service Sector, Samar Rahi, Mazuri Abd Ghani, Manaf Al-Okaily, Aamir Rashid, Mahmoud Alghizzawi, Fadi Shehab Shiyyab

Publications and Research

The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained R2 80.1 % variance …

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

The Role And Impact Of The Communications Department And Investor Relations Functions On The Process Of Privatization, Iulia Erhan

Student Theses and Dissertations

Current market conditions, and the heavy responsibilities placed on publicly traded companies by investors and regulators alike, have led many publicly traded companies to consider going private. The going-private decision, however, involves a complex set of actions and strategies. This paper analyzes the privatization process and the role that the Communication and Investor Relations departments play throughout the transaction. Its initial focus will be on communication with employees, including communication that facilitates the executive team’s decision-making activity related to employee retention. It will be followed by a review of the range of external communications, such as the going-private transaction announcement, …

The Use Of Ethnonyms In Communication Strategies, Cristina B. Gonzales Otoya Villanueva

Student Theses and Dissertations

This research aims to explore the effectiveness of the language used in external communications, including brand campaigns already launched targeting different ethnic groups, with a particular emphasis on the Hispanic, Latino and Latinx communities. The final objective is to provide recommendations on the appropriate use of ethnonyms in their marketing strategies while authentically approaching their target market to generate brand affinity and long-standing trust.

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Medst 260: Advertising And Marketing, Mara Einstein

Open Educational Resources

Introductory course to Advertising and Marketing.

Designing A Knowledge-Based System (Kbs) To Study Consumer Purchase Intention: The Impact Of Digital Influencers In Pakistan, Sherbaz Khan, Aamir Rashid, Rizwana Rasheed, Noor Aina Amirah

Publications and Research

Purpose – The purpose of this study is to present a complete framework that defines the link between choices and decision criteria based on existing research on digital influencers (DIs) connected to consumer purchase intentions. The primary goal of this article is to assess the effect of DIs on customer purchase intentions via the creation of an integrated knowledge-based system (KBS).

Design/methodology/approach – The suggested KBS is based on the fuzzy analytic hierarchy process (AHP), which creates a link between DI elements and their overall effect on consumer purchase intentions.

Findings – With the help of a KBS, the performance …

Financial Influencers And Social Media: The Role Of Valuable And Trusted Content In Creating A New Form Of Authenticity, Imene Chikhi

Student Theses and Dissertations

Prior research shows that social media influencers often use their social networks for constant exposure and self-promotion, similar to the way celebrities do. However, little is known about the potential social media offers for the search of educational content and thought leaders in specific social eds. This research aims at exploring the opportunities social media or as a medium for financial literacy. We examine the content of personal finance influencers who use social as a way to create, share, and promote valuable content of financial knowledge and provide advice to their audiences.

We found that helping individuals to increase their …

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 …

Communication During A Crisis: Keeping Our Patrons Informed During The Covid-19 Pandemic, John P. Delooper, Michelle Ehrenpreis

Publications and Research

This article discusses the Leonard Lief Library’s communications strategy to keep its patrons informed during the COVID-19 crisis. The Leonard Lief Library at Lehman College (CUNY) made use of its website, social media, and research guides to effectively convey timely information about service changes, library resources, and to improve outreach activities to our patron community while the library’s physical building was closed to its students, faculty, and staff.

Brand Personality And Sexuality Levels Of Luxury Advertisements, Alyssa Dana Adomaitis, Diana Saiki

Publications and Research

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products with limited research on its influence on the consumer. A sample of 1266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). The results indicated less sexuality in luxury advertisements was …

The Portrayal And Reception Of Multiracial Couples And Families In Advertisements, Kiran A. Chand

Student Theses and Dissertations

The goal of the research conducted here is to see the candid ways in which the American people react to the existence of multiracial couples and families. As these families are becoming more commonplace within the population and large companies such as Nestlé, Toyota, Expedia, Progressive, and General Mills have taken note of this. Instead of portraying the typical nuclear family as a backdrop for their products, companies are now demonstrating how their products are part of the everyday life of any and every American by depicting unions amongst white, black, Hispanic, and Asian partners. This normalization is due to …

In The Midst Of The Apocalypse, Artificial Intelligence Can Save Brick And Mortar Retailers, Vrushank Nayak

Capstones

You might have heard that brick and mortar stores are closing by the thousands but I bet you didn't hear that brick and mortar stores are using artificial intelligence and customer data to help them counter closures and stay relevant in the transitioning retail industry.

https://coveringcompanies.journalism.cuny.edu/2020/01/07/in-the-midst-of-the-apocalypse-artificial-intelligence-can-save-brick-and-mortar-retailers/

The Art Of The Rebrand: Utilizing Strategic Communications To Obtain Employee Buy-In During A Rebrand, Samantha Azizo

Student Theses and Dissertations

The purpose of this study is to identify how organizations can effectively communicate with employees during a rebrand in order to obtain their acceptance of the changes, otherwise known as employee buy-in. Prior research has found that employee acceptance of a rebrand is a contributing factor towards a successful rebrand; however, prior research fails to determine how the rebrand can be best communicated to employees to obtain their buy-in. The research performed for the study took place in two parts. First, 142 online surveys probing employee and consumer perception about rebranding were performed. Secondly, three semi-structured interviews with professionals who …

Sample Syllabus For Teaching Online Database Modeling And Management, Joshua Moritz

Open Educational Resources

Students learn the basics of database modeling and managements as well as the analytical techniques and tools used to assess, enhance, and profit from customer-relationship management. The course reviews database technology, organization and planning including technology needs and outsourcing considerations; sampling techniques such as nth selects and frozen files; creating powerful predictor variables such as univariate and cross tabulations, ratios, time series variables, and other measures. The course also covers predicting customer actions by using multiple linear regression and correlation to model response, payment, attrition, churn, and other factors that assist in segmentation. Students also learn how to combine prospect …

A Study Of Factors Affecting The Credibility Of Sponsored Posts Created By Instagram Influencers, Nakyung Lee

Student Theses and Dissertations

This study examined how source expertise, objective information about product ingredients and benefits, review length, and the use of promotional language influence the perceived credibility of a sponsored review post for skincare products. This study carried out 4 in-depth interviews and online survey to 106 millennials living in the U.S. Results indicated that subjective comments about a reviewer’s personal experiences had a higher level of perceived credibility of a review post than objective information about product ingredients and benefits. With regard to source expertise, a sponsored review post written by an influencer with higher expertise was perceived as more reliable …

Visualizing The Decline Of The Corset Business, Iris Finkel

Dissertations, Theses, and Capstone Projects

The corset defined a woman’s silhouette for nearly four hundred years. It continues to fascinate and inspire new ways to study its place in culture. Taking a digital humanities approach, my project encompasses visualizations of metadata from advertisements for foundation garments in Harper’s Bazaar, Ladies’ Home Journal, and Vogue from 1905 through 1929. These visualizations represent the marketing behavior of corset manufacturers, a well-established group of businesses that benefited from the industrial revolution to produce and sell a type of garment that held a constant place in women’s wardrobes.

Queer Repurposed Artifacts: The State Of New York City’S Contemporary West Village Bars, Stephanie Debiase

Dissertations, Theses, and Capstone Projects

In recent years, there has been a shift in queer bar culture in New York City’s West Village, and this thesis aims to explore what these changes are and why they are happening now. How do West Village bars survive when queer populations are forced out? While there are various ways to consider how and what survives in the Village, three variables will be addressed: queer history, or the history queer-identified groups using activism, safety measures, or collaborating with outside sources to secure their rights and overall wellbeing; (post)gentrification, beginning with the 90s when mainstream LGBT groups teamed up with …

The Vibe, Sarah P. Douglass

Capstones

The Vibe is a long-form narrative about where tech is taking the female orgasm. The piece concludes that physiological research is a required next step when creating the climax of the future.

http://sarahpdouglass.com

How Should We Motivate Effort, Shamima Khan

Theses and Dissertations

This research uses an experimental design to study if the pattern and positioning of rewards influence the amount of effort participants put in. The three key hypotheses tested here are: 1) are people more likely to complete a task if the incentives are given in more regular intervals, 2) do uncertainty of reward timing hurt or help in maintaining motivation, 3) is intrinsic motivation more influential than the patterns in which incentives are structured? The treatments in this experiment are created by varying the reward structure of candies and pens in exchange of a simple math test completion. Among the …

Exploring Antecedents, Performance Outcomes And Psychological Processes Of Multi-Device Use, Chi-Wen Chen

Dissertations, Theses, and Capstone Projects

Given the widespread use of multiple devices (such as desktop computers, smartphones, and tablets) in performing a task, systematic, theoretic, and empirical studies pertaining to motivations regarding, performance outcomes, and attitudes toward multi-device use have become essential. Despite the increasing importance of multi-device use, research remains scarce regarding this topic.

To comprehensively understand the issues of multi-device use, this dissertation comprises three complementary studies, each of which focuses on a different aspect of multi-device use: Given the availability of multiple devices, what are the motivations behind multi-device use as opposed to the use of only one device to complete a …

Explorations Of Perceived Product Efficacy, Veronika Ilyuk

Dissertations, Theses, and Capstone Projects

Prior research has largely treated perceived product efficacy as a one-dimensional construct. This research uniquely demonstrates that perceived product efficacy is comprised of several dimensions and focuses on one previously unexplored dimension that has significant implications for consumption frequency: perceived duration of product efficacy. The current research shows that consumers make biased duration judgments of product efficacy: consumers make shorter (vs. longer) duration judgments when they perceive a concurrent task to be relatively difficult (vs. easy). The effect of perceived task difficulty on duration judgments of product efficacy is (1) established with energy-enhancing products and medication, (2) shown to be …