Advertising and Promotion Management Commons^™

Morehead State 2009-2010 Women's Basketball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2009-2010 official media guide of the Morehead State University women's basketball team.

Morehead State University 2009 Softball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2009 official media guide of the Morehead State University softball team.

Strategic Marketing Practice Considerations In Family Business In Nigeria, Omotayo Adegbuyi

New England Journal of Entrepreneurship

The purpose of this study is to fill a gap in the literature by examining a medium-sized firm. Most modern economies are characterized by a significant group of middle-sized firms, still owner-managed, but with multimillion naira turnovers. Many of these remain family companies and constitute an important reservoir of business initiative. One such family business is the focus of this research. The results of the study suggest that neither the existing typologies of small firm approaches to marketing nor the formal models of marketing attributed to big companies necessarily characterize the marketing planning and management of family business in Nigeria.

Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …

Ua94/6/1 Student / Alumni Personal Papers Western Kentucky University Small Collections, Wku Archives

WKU Archives Collection Inventories

Small collections of personal papers and oral histories relating to the Western Kentucky University.

Ua12/4 Stall Street Journal, Vol. 1, Wku Health Services

WKU Administration Documents

Broadsides developed by WKU Health Services to convey public health information in students in bathroom stalls. Incomplete run.

2009 Ohio Valley Conference Soccer Tournament, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2009 official media guide of the Ohio Valley Conference Soccer Tournament.

2009 Football: The Butler Game, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2009 game four official media guide of the Morehead State University football team.

Ireland: A Branding Phenomenon? An Examination Of "Ireland The Brand"., Sarah O'Mahony

Theses

This study is an examination and assessment of the branding phenomenon, ‘Ireland the Brand’. An investigation into the current image of ‘Ireland the Brand’, was conducted as part of this research study, focusing particularly on the aspects of the brand relating to the foreign direct investment sector (Ireland Inc.), and the Irish tourism industry brand (Tourism Brand Ireland). Many events and aspects of Irish history contributed to the subsequent awareness of the values of ‘Ireland the Brand’. It included the Great Famine, which led to mass emigration, marking the beginning of a substantial Irish community abroad, the Irish diaspora. Also, …

Price Dispersion With Directed Search, Gabriele Camera, Cemil Selcuk

Economics Faculty Articles and Research

We present a model that generates empirically plausible price distributions in directed search equilibrium. There are many identical buyers and many identical capacity-constrained sellers who post prices. These prices can be renegotiated to some degree and the outcome depends on the number of buyers who want to purchase the good. In equilibrium all sellers post the same price, demand is randomly distributed, and there is sale price dispersion. Prices and distributions depend on market tightness and on the properties of renegotiation outcomes. In a labor market context, the model generates a strong empirical prediction. If workers can renegotiate the posted …

Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.

Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen as an important performance metric both for companies and managers.¹ In addition, components of brand valuation models have been found to positively impact financial market performance, so it is critical that managers understand clearly what brand value is, and how they can create and appropriate (capture) as much of that value as possible.² Due to resource constraints, firms are forced at any given time to emphasize either value creation or value appropriation based on strategic priorities. Research shows that the stock market rewards …

Gratitude Works: Its Impact And The Mediating Role Of Affective Commitment In Driving Positive Outcomes, Randle D. Raggio, Judith Anne Garretson Folse

Marketing Faculty Publications

After studying the effects of Louisiana’s post-hurricane “thank you” campaigns, the researchers find expressions of gratitude significantly improve perceptions of Louisiana in the midst of its recovery. Through a national survey conducted November 2006, they find that those who saw or heard a thank you advertisement have more positive attitudes toward the state and its people, a greater willingness to pay a premium for its products, services and travel to the state, and spread positive word-of-mouth, thus justifying the use of public funds to support the campaign. The authors investigate the role of participation on the effectiveness of expressions of …

Socially Responsible Advertising In The Fashion And Cosmetic Industry : The Female Consumers’ Perspective, Christine Murphy

Theses

This study explores the portrayal of women in advertising in the fashion and cosmetic industry. While traditionally, companies have employed the use of highly attractive thin women known as the thin ideal in their advertisements, there have been some moves in the industry towards the use of women of various ages and sizes in an attempt to celebrate female beauty as a whole instead of focusing on the thin ideal. This has been in response to criticisms of the industry as dominant contributors to high levels of negative body images, dissatisfaction, extreme dieting and eating disorders among girls and women. …

Advertising Connoisseurs: Children's Active Engagement With And Enjoyment Of Television Advertising, Margaret-Anne Lawlor

Articles

The literature pertaining to advertising and children has tended to focus on how advertising affects children at cognitive, attitudinal and behavioural levels. A key element of the debate has been the extent to which children understand advertising as a mode of commercial communication, and the potential associated outcomes such as advertising scepticism and pester power. This paper adopts a different approach by exploring the extent to which television advertising can constitute a resource for a child's own use and enjoyment. As part of an interpretive study of a group of Irish children aged seven to nine years which explores their …

Promoting Consumerism In West Germany During The Cold War: An Agency Perspective, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

This historical study attempts to explore how advertising, from the perspective of the J. Walter Thompson (JWT) Agency, contributed to the development of consumerism in West Germany during the Cold War (roughly the early 1950s until the late 1980s). The article describes how West Germany rebuilt its economy and eventually developed into the largest exporting country in the world. It also illustrates how advertising as an institution contributed to a functioning consumer society and chronicles the agency’s development in the U.S. and expansion to Germany. Finally, it explores the agency’s insights into consumer behavior in West Germany during the Cold …

In The Mood For A Commercial Break? A Model Of Consumer Response To Television Commercials During Sensitive News, Anca C. Micu, Esther Thorson, Michael Antecol

WCBT Faculty Publications

Marketers decided to pull over $100 million worth of commercials from network, cable, local and syndicated TV outlets on the United States market in the first 48 hours of the 2003 Iraq war. Given this loss to advertisers and media, we looked at how consumers respond to commercials during wartime. Would they change their attitude towards products that are advertised during war coverage? Would they consider advertising during such coverage inappropriate? Consistent with previous mood theory study findings, the results suggest a positive relationship between the mood generated by the interest in the program content and support for advertisements during …

The Joint Impact Of Brand Value And Advertising On Corporate Financial Performance And On Stock Return: A Case Study Of The Computer Industry, Alladin O. Ukiwe

Walden Dissertations and Doctoral Studies

Firm's advertising and marketing expenditures do not always translate to measurable financial returns. Understanding brand value appropriation and financial consequences of advertising is important for more focused investments in branding and marketing. This quantitative study sought to understand the joint effects of advertising expenditure and brand value (BV) on firms return on assets (ROA) and on stock return (SR) in the computer industry. The theoretical framework of the study was the resource-based view theory that proposes that the intangible assets of a corporation have a direct relationship to its ability to sustain its competitive advantage. The key research question involved …

Pets In Print Advertising - Are We Seeing More Of Rover And Fluffy? A Content Analysis Of Four Popular Magazines, Charles M. Mayo, Donna T. Mayo, Marilyn M. Helms

Faculty Articles

This content analysis of advertising in four popular magazines investigates whether the role of pets-specifically dogs and cats-has changed as they have grown in popularity and power in American culture. Analysis of print advertisements from 1994 and 2004 suggests that although the frequency with which household pets appear in print advertisements has declined slightly, portrayals of "Rover" and "Fluffy" have changed to reflect society's growing fascination with and devotion to our furry family members.

Teenage Consumer Behaviour: Factors That Influence Their Purchase Decisions Towards Clothing Brands., Regina Baylor

Theses

This study explores the perceptions held by Irish teenage consumers in relation to branded clothing and investigates the different factors which influence them in their decision-making process. In seeking to expand the understanding of teenage consumer behaviour and the factors that influence their clothing brand choices, this study focuses predominantly on the susceptibility of teenage consumers to peer and reference group influence. This study examines the social and psychological concepts of attributing status, social value and specific purchase intent to clothing brands in relation to teenage consumer decision-making.

This study is therefore interested in exploring the hypothesis that branded clothing …

Supreme Seafoods, Thomas Cooney

Case studies

Fintan Barrett’s four year old daughter would often turn to him while playing and exclaim “what to do, Daddy?” Indeed, this very question of what to do next had frequently swirled around his own head as he considered the options that were now available to him and his business Supreme Seafoods. Some commentators had described the recent economic crisis as ‘a perfect storm’ and that analogy was particularly apt for someone operating in the fish industry. Although Fintan’s family had worked in the fishing industry for many generations, whether out at sea or processing and selling fish on land, the …