Advertising and Promotion Management Commons^™

Fitting Consumer Needs To Perceived Product Value: The Example Of Apple Versus Samsung Products, Yi-Chia Wu, Arturo Vasquez-Parraga

Atlantic Marketing Association Proceedings

This study explores the fitting of consumer needs to product perceived value using the example of two lines of competitive products in the area of communication electronics, Apple products versus Samsung products. Five types of needs regarding digital communication and three types of related product value are evaluated for these two brands in order to know if product value differences have a distinctive effect on consumer needs.

This study focuses on the impact of perceived product values on certain consumer needs. We use Apple products and Samsung products to accomplish this.

A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette L. Bonaparte

Atlantic Marketing Association Proceedings

According to the National Action Plan to Improve Health Literacy issued in 2010 by the U.S. Department of Health and Human Services, health literacy is a multi-faceted concept and has importance for multiple sectors. Stakeholders typically involved in the health literacy discussion include government, public health officials, practitioners and those concerned with health promotion (U.S. Department of Health and Human Services 2010). In addition to these stakeholders, there is the opportunity for the pharmaceutical industry to be an active participant in the health literacy discussion.

Given the variation in health literacy levels among the U.S. population and the impact of …

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

The use of promotional messages that resemble editorial content is a long-standing practice in advertising, occurring in all major media, from advertorials in newspapers and magazines, to infomercials on television, to, most recently, digital “native” advertising on the internet. However, we have arguably never experienced as much growth in these advertising-editorial “hybrid” messages, as they are sometimes called (Balasubramanian 1994) as we have in recent years, as their use in existing media has grown while new forms have emerged with new media.

One of the older forms of hybrid message, the magazine advertorial presents an interesting hybrid message format for …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood T. Shandiz

Atlantic Marketing Association Proceedings

Combining religious practices with commercial pursuits for profit is neither a novel nor an insignificant trend (Belk, Wallendorf, and Sherry 1989; McDannell 1995). Today, marketplace use of Christian symbols in secular advertising is becoming more common, especially in certain geographic locations within the United States. Christian religion-based messages and symbols regularly appear in a wide range of advertisements. The Christian elements in these ads often include Bible verses, crosses, doves, and often, the Christian fish symbol (Ichthus). Similar Christian messages are often observed in outdoor advertising, retail store signage, product packaging, and even the daily newspaper. These examples illustrate that …

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising …

Creating Consumuments: The Use Of Artistic Interpretation Of Text As An Insight Mining Device In Advertising Courses, Tracy Tuten

Atlantic Marketing Journal

The goal of any approach used to gain a foundation of knowledge about a consumer segment is to ensure one can make decisions that are sound strategically and effectively serve the segment. This paper describes a new technique for profiling a consumer segment: creating a consumument. A consumument is an artistic interpretation of text which reflects insight into a consumer segment. The exercise, based on Tom Phillips’ (2005) A Humument, seeks to encourage students to mine for meaning, reflect on consumer perceptions, emotions, and aspirations, and ultimately express their understanding of a consumer group artistically.

Read Poster - Michael, Elizabeth & Stephanie, Sturgis Library Student Assistants 2014, Amy Thompson

Library Marketing Materials

READ Poster, featuring Michael, Elizabeth and Stephanie, Sturgis Library Student Assistants 2014.

Books: Pride And Prejudice, by Jane Austen. London: T. Egerton, Whitehall, 1813.

The Song of Achilles, by Madeline Miller. New York: Ecco, 2012.

Where'd You Go, Bernadette, by Maria Semple. New York: Little, Brown and Company, 2012.

Read Poster - Katy-Beth, Michael, Jonathan & Peter, Sturgis Library Student Assistants 2014, Amy Thompson

Library Marketing Materials

READ Poster, featuring Katy-Beth, Michael, Jonathan & Peter, Sturgis Library Student Assistants 2014.

Books: The Guardian, by Nicholas Sparks. New York: Grand Central Publishing, 2003.

Back to Blood, by Tom Wolfe. New York: Little, Brown and Company, 2012.

Lost Symbol, by Dan Brown. New York: Doubleday, 2009.

Guinness Book of World Records, by Craig Glenday, (ed.). London: Guinness World Records, 2012.

Read Poster - Dr. Daniel S. Papp, President Of Kennesaw State University, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. Daniel S. Papp, President of Kennesaw State University.

Book: Flags of Our Fathers, by James Bradley. New York: Bantam, 2000.

Read Poster - Brianna, Chris, Chi Chi & Nadine, Sturgis Library Student Assistants 2014, Amy Thompson

Library Marketing Materials

READ Poster, featuring Brianna, Chris, Chi Chi & Nadine, Sturgis Library Student Assistants 2014.

Books: Reading Women, by Stephanie Staal. New York: Public Affairs, 2011.

Hatchet, by Gary Paulsen. New York: Simon & Schuster, 1987.

Letter to My Daughter, by Maya Angelou. New York: Random House, 2009.

100 Unforgettable Dresses, by Hal Rubenstein. New York: Harper Design, 2011.

Read Poster - Dr. Randy Hinds, Vp For Operations, Chief Business Officer And Chief Information Officer, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. Randy Hinds, VP for Operations, Chief Business Officer and Chief Information Officer.

Book: The American Kaleidoscope: Race, Ethnicity and the Civic Culture, by Lawrence H. Fuchs. Middletown: Wesleyan, 1990.

Read Poster - Corey, Yvonne, Josee, & Alonda, Sturgis Library Student Assistants 2014, Amy Thompson

Library Marketing Materials

READ Poster, featuring Corey, Yvonne, Josee, and Alonda, Sturgis Library Student Assistants 2014.

Books: Oddly Normal, by John Schwartz. New York: Gotham, 2012.

The Girl with the Dragon Tattoo, by Stieg Larsson. New York: Knopf, 2005.

Tears of Pearl, by Tasha Alexander. New York: Minotaur Books, 2009.

The Walking Dead, by Robert Kirkman. Hunt Valley: Diamond Comic Distributor, 2006.

Read Poster - Dr. Ken Harmon, Provost And Vp For Academic Affairs, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. Ken Harmon, Provost and Vice President for Academic Affairs and Professor of Accounting.

Book: Stumbling on Happiness, by Daniel Gilbert. New York: Knopf, 2006.

Read Poster - Vaughn Williams, Director Of Athletics, Amy Thompson

Library Marketing Materials

READ Poster, featuring Vaughn Williams, Director of Athletics at Kennesaw State University.

Book: The Servant: A Simple Story About the True Essence of Leadership, by James C. Hunter. Rocklin, CA: Prima Publishing, 1998.

Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin

Atlantic Marketing Journal

This paper revisits a vintage body of literature that holds clues to understanding the contemporary problem of change-resistant, stereotype-driven brand or product images. In particular, this stream of research helps illuminate (1) how information is used to create, reinforce, or weaken the perceptual device known as a stereotype, and (2) what situation-specific circumstances (e.g. the nature of the processing task) may influence the impact of this information. The author reviews major findings from the past thirty years, identifying key implications and offering hypotheses for testing dimensions of stereotype activation and alteration.

Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry

Atlantic Marketing Journal

While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials were …

Read Poster - Dr. David Evans, Avp Of Library Services, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. David Evans, Assistant Vice President for Library Services and Dean of the Horace W. Sturgis Library.

Book: How I Became A Pirate, written by Melinda Long and illustrated by David Shannon. San Diego: Harcourt Inc., 2003.

Read Poster - Jennifer Young, Systems Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Jennifer Young, Systems Librarian.

Book: The Accidental Systems Librarian, by Nicole C. Engard with Rachel Singer Gordon. Medford NJ: Information Today Inc., 2003.

Read Poster - Eli Arnold, Information Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Eli Arnold, Information Librarian for the Horace W. Sturgis Library.

Book: Hero, by Perry Moore. New York: Hyperion, 2007.

Read Poster - Rita Spisak, Super Sturgis Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Rita Spisak, Access Services Librarian.

Book: This Book is Overdue!: How Librarians and Cybrarians Can Save Us All, by Marilyn Johnson. New York: Harper, 2010.

Sign- Owlspace, Amy Thompson

Library Marketing Materials

Sign for OwlSpace, student study area in the Horace. W. Sturgis Library.

Read Poster - Ksu Cheerleaders/Dance, Amy Thompson

Library Marketing Materials

Kennesaw State University cheerleaders and dance team promote reading. Pictured:

• Sydney Sullivan - dance
• Erin Crissman - cheer
• Jamie Marshall - cheer
• Jessica Stafford - dance

Book: Cheer Skills, by Jen Jones. Mankato, Minn.: Capstone Press, 2011.

Brochure - It's For Ksyou!, Amy Thompson

Library Marketing Materials

Brochure for the "It's for KSYou!" marketing campaign for the Horace W. Sturgis Library.

Powerpoint Design- It's For Ksyou! Theme, Amy Thompson

Library Marketing Materials

Powerpoint design slide for "It's For KSYou!" marketing campaign for the Horace W. Sturgis Library.

Brochure - Adopt-A-Book Program, Amy Thompson

Library Marketing Materials

Brochure for the Adopt-A-Book Program at the Horace W. Sturgis Library.

Brochure - Naming Opportunities, Amy Thompson

Library Marketing Materials

Fundraising brochure and price list for naming opportunities at the Horace W. Sturgis Library.

Sign- Owlspace2, Amy Thompson

Library Marketing Materials

Sign for OwlSpace2, student study area in the Horace W. Sturgis Library.

Sign- It's For Ksyou!, Amy Thompson

Library Marketing Materials

Sign template for "It's For KSYou!" marketing campaign for Horace W. Sturgis Library.

Read Poster - Scrappy The Owl, Adam Olsen, Amy Thompson

Library Marketing Materials

READ Poster, featuring KSU mascot Scrappy the Owl.

Book: The Book of North American Owls, by Helen Roney Sattler and Jean Zallinger. New York: Clarion Books, 1995.

The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams

Atlantic Marketing Journal

Social media sites have become an important part of many individuals’ lives. According to the Pew Research Center (2010), Millennials, also known as Gen Y, are living their lives on the internet where 75% of them have a profile on a social networking site. When compared with only 50% of Gen Xers and 30% of Boomers, this gives them the distinct identity that they are more technologically advanced.