Advertising and Promotion Management Commons^™

2010 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Advertising Competition In Retail Markets, Kyle Bagwell, Gea M. Lee

Research Collection School Of Economics

We consider non-price advertising by retail firms that are privately informed as to their respective production costs. We construct an advertising equilibrium, in which informed consumers use an advertising search rule whereby they buy from the highest-advertising firm. Consumers are rational in using the advertising search rule, since the lowest-cost firm advertises the most and also selects the lowest price. Even though the advertising equilibrium facilitates productive effi ciency, we establish conditions under which firms enjoy higher expected profit when advertising is banned. Consumer welfare falls in this case, however. Under free entry, social surplus is higher when advertising is …

Advertising Collusion In Retail Markets, Kyle Bagwell, Gea M. Lee

Research Collection School Of Economics

We analyze non-price advertising by retail firms, when the firms are privately informed about their respective costs of production. In a static advertising game, an advertising equilibrium exists in which lower-cost firms select higher advertising levels. In this equilibrium, informed consumers rationally employ an advertising search rule in which they buy from the highest- advertising firm, since lower-cost firms also select lower prices. In a repeated advertising game, colluding firms face a tradeoff: the use of advertising can promote productive efficiency but only if sufficient current or future advertising expenses are incurred. At one extreme, if firms pool at zero …

The Benefits And Pitfalls Of Using Social Media (Think Facebook) To Market Your Law Practice: Or, To Get By, Should You Seek A Little Help From Friends?, Maureen Cahill

Continuing Legal Education Presentations

Discusses professional uses of social networking sites, including several which focus on the legal community

Vol. Ix, Tab 47 - Ex. 35 - Deposition Of Jason Calhoun (Rosetta Stone Enforcement Manager), Jason Calhoun

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

Motivations For Camp Staff To Work At Camp, Jessica M. Cresci

Recreation, Parks, and Tourism Administration

Camp staff are the heart of summer camps and can affect how the summer runs. The purpose of this study was to identify the motivations for staff to work at residential summer camps with special regard to any differences in motivations between staff who attended camp as a camper and staff who never attended camp as well as between international and national staff. This study used cluster sampling measuring 21 possible motivations. A link to an online survey was sent to eight camps as identified on the American Camp Association website. The top six motivations for staff to work at …

A Marketing Plan For An Artisan Bread Bakery, Audrey Campana

Agribusiness

This study was undertaken to determine whether there is market potential for Word-of-Mouth Bakery to expand its current operation in food retailing in Modesto and the surrounding areas. A Case Study was conducted on Panera Bread Company to use as a competitive analysis to compare Word-of-Mouth Bakery with an established nationally known artisan bread company. An expert opinion poll was also conducted to assess the market potential in supermarkets from the observations of in-store bakery managers in Modesto and the surrounding areas. A SWOT analysis was used to determine the internal strengths and weaknesses, and external opportunities and threats that …

Analysis Of Function Drink Brand Recognition, Natasja Kashani

Agribusiness

The beverage industry has been rapidly expanding over the last century, and currently includes a variety of smaller beverage markets. Functional Beverages have been the newest addition to the beverage industry and Function Drinks is only one of the major companies operating in this market segment. The objective of this study is to assess the current level of brand recognition for Function Drinks among college consumers. The main focus behind this research is to assist the company increase the level of consumer’s brand identification for their company and products through various forms of marketing, advertising, and promotional strategies. It is …

Thoroughbreds: European Roots, Jennifer Elaine Skidmore

Agribusiness

No abstract provided.

Cal Poly Organic Farm Business Plan, Eric Ryan Mccarthy

Agribusiness

This study was undertaken to determine which strategies would allow the Cal Poly Organic Farm to operate as a profitable business without compromising educational and agricultural objectives. Three strategies were analyzed to determine the most profitable approach. The first strategy, expanding CSA sales, emphasizes marketing efforts to increase products and services awareness. This should increase CSA, CPOF, merchandise, and farmers’ markets sales. The second strategy implements new CSA produce boxes that cater to specific groups. Existing produce boxes will remain available to CSA members. Expanding produce boxes can be done with the produce on hand or expanding crop selection. The …

Vol. Ix, Tab 47 - Ex. 36 - Deposition Of Nino Ninov (Rosetta Stone Vice President - Strategic Research And Analysis), Nino Ninov

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

Vol. Ix, Tab 46 - Ex. 63 - Deposition Of Van Leigh (Rosetta Stone Director Of Online Marketing), Van Leigh

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

Survey Responses: Mail Versus Email Solicitations, Rodger G. Holland, Aileen Smith, James R. Hasselback, Bryson Payne

Faculty Publications

Surveys, particularly electronic surveys, are becoming popular methods of eliciting consumer responses. For example, many businesses now have survey sites printed on the bottom of receipts with some future discount as an enticement to participate. Clearly, the intent of such incentives is to stimulate participation. Surveys have also become popular in academia, but rarely are incentives offered. Clearly, those in academia also prefer a high participation rate, but without financial incentives what can be done to encourage participation? This research attempts to address that question.

Farrell’S Nursery Company Limited Brand Identity Project, Peter Dee

Other resources

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Farrell’s Nursery Company which was used on business cards, letterhead, signage and website.

Farrell’s unique plant nursery is always full of fresh ideas, inspiring plants and solutions for every garden. You'll find an extensive range of plants and people who provide expert advice and a range of associated services at all times of the year.

25th National Invitation Basketball Tournament 2009-2010, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2009-2010 official media guide for the 25th National Invitation Basketball Tournament.

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …

Western Kentucky University Annual Report 2010: Bridging The Gap

SIFE (Students In Free Enterprise)

No abstract provided.

Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan

Faculty Publications

This article reviews and discusses issues in translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and meaning of characters are just a few examples of such difficulties. We discuss four global-product-naming strategic alternatives available to country/brand managers, along with their usage, and give examples of brands utilizing the different approaches. The four approaches we discuss include (1) dual extension, (2) brand meaning extension, (3) …

Promotions With Student-Athletes: Are You In Compliance?, Teresa Williams

Scholarship and Professional Work

Even if you are not a basketball fan, you have probably heard of the NCAA. And if you are an academic librarian, odds are you work at one of the institutions where athletic teams compete under the guidance of the NCAA operating bylaws. But did you know these bylaws can have a direct impact on your library promotions?

What Are You Afraid Of?, Rebecca Minton, Linnea Christine Kennedy, Chapman University, Candy Rodriguez, Rachael Bridgens, Chelsey Coleman, Krista Xvx, Leticia Dessire Mayorga, Stephanie Bovis, Lorene Spiller Gambill

Women’s Studies, Feminist Zine Archive

Writings and art about self-care, the judicial system, Adrienne Rich, the portrayal of women in advertising, Andrea Dowrkin, sex roles and pornography, rape culture, Rita Gross, human trafficking, welfare, contraception, Margaret Sanger, The Vagina Monologues, Guerilla Girls, feminism and religion, Sandra Harding, tenure at Chapman based on gender, and Delores Huerta.

Post Season Media Supplement Morehead State 2010-2011 Basketball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2010-2011 official media guide of the Morehead State University Basketball team.

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

Morehead State Sports Team Programs

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

The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …

The Relationship Between Competitive Balance And Revenue In America's Two Largest Sports Leagues, Matt D. Pautler

CMC Senior Theses

This paper looks at the impact that competitive balance has on team revenues. The hypothesis that this paper is operating under is that higher levels of competitive balance will lead to higher levels of revenue. Two different measures of competitive balance will be used and regressions will be run to investigate whether high levels of the competitive balance measure are associated with high levels of revenue. The results of the data indicated that over all three time horizons (ten year, five year, and two year), high levels of variability in playoff appearances were associated with high revenue for Major League …

Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley

Articles

Abstract Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNS) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this study with a view to exploring the uses and gratifications that girls aged 12 to 14 years, both seek and obtain from the Bebo social networking site. The research was conducted in a school setting in Ireland. Findings – The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain …

A Study Of How Social Media Is Being Integrated Into The Irish Pr Industry And The Effects Of This On The Profession., Denise Haran

Theses

This thesis explores the effects that social media is having on the Public Relations (PR) profession in Ireland it also looks at the characteristics of PR 2.0. In this it aims to look at particular aspects of the industry to see how they are being affected by social media including monitoring, reputation management, communication models and traditional media usage as well as looking at which social media platforms are used. The study will also look at PR professionals opinions on social media in Ireland.

A qualitative research design was chosen for this study and the primary method of data collection …

The Role Of Public Relations In Integrated Marketing Communications, Claire Healy

Theses

This study is concerned with analysing the integration of public relations and marketing practices currently being undertaken by various organisations in Ireland. The concept of integrated marketing communication has been debated in the literature and in organisations for many decades.

This study employs both primary and secondary research methods on gathering findings that focus on the increasingly fundamental role of public relations in marketing initiatives, and highlights the areas where conflict and tension exist. These conflicting areas are having a negative effect on organisations maximising from this integration.

This research gathered both public relations and marketing perceptions on how the …

The Use Of Social Marketing Messages In An Anti-Tobacco Context: An Investigation Of Irish Female Adolescents, Barry Griffin

Theses

The WHO (2008) report states that although tobacco deaths rarely make headlines, tobacco kills one person globally every six seconds. Tobacco kills a third to a half of all people who use it, on average 15 years prematurely. Today tobacco use causes 1 in 10 deaths among adults worldwide - more than 5 million people a year (Murray and Lopez, 2006). The Irish Office of Tobacco Control’s research has confirmed that initiation into smoking is largely a childhood phenomenon. More than 75% of all smokers in Ireland started to smoke before they reached the age of 18 (HBSC Ireland, 2006). …

The Application Of Social Marketing In Increasing Blood Donation Among Donors And Non Donors: The Case Of Third Level Students., John Healy

Theses

In today’s society, blood donation is dependent on the goodwill of people to voluntarily donate blood without financial reward. There is a continuous need for new blood donors, because the demand for donor blood is increasing, whereas the supply of blood is declining. Three thousand blood donations are needed in Ireland every week. Maintaining an adequate supply is the biggest challenge. Only 3.6% of the population in the Republic of Ireland donate blood. This leaves an enormous potential blood donor base, which if tapped into and maintained could lead to an adequate reserve of donations to meet the transfusion needs …

Nation Branding And Nation Brand Equity: The Case Of Slovakia, Pardon Me, Slovenia (Summary Brief), Arne Baruca

WCBT Faculty Publications

The purpose of this study is to explore and discuss whether Slovenia, a Central European country, has the possibility of developing a nation brand. As a new country Slovenia faces recognition problems and is thus being confused with other countries; specifically with its “twin-country” Slovakia. This is a case-based paper. The author uses a previously developed nation brand equity model (Dinnie 2008) to illustrate and explore the nation brand equity of Slovenia. The exploratory study shows that Slovenia has the elements of the nation brand equity model, and therefore has all the needed potential to develop the nation brand. This …