Advertising and Promotion Management Commons^™

Increased Enrollment For The Graphic And Print Science Program Through Specialty Print Advertisement, Christa Ickowski

Honors Theses

This project evaluates whether a mailer (containing information on the Graphic and Print Science Program) that is folded in a unique manner and containing color graphics would attract more students to the program. With this printed piece the capabilities of the program's students and the program are demonstrated to attract more motivated students who wish to pursue the Graphic and Print Science field. The current method of advertising the program consists of sending form letters which tend to be a little interest to the target audience of high school graphic arts students. With a specialty folded, 4-color mailing in a …

2011 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

Design Of A Packaging Solution For Ifixit’S Retail Venture, Myles Bradwell, Torrance Terzian

Industrial Technology and Packaging

One of the chief concerns of any business is to maintain steady, profitable growth in a rapidly evolving marketplace. The only way to achieve this goal is to constantly evaluate the company’s strength and position within that marketplace, and look for ways to improve. The iFixit company has established itself as a leader in providing quality replacement components, tools, and repair instruction for customers who wish to repair their own modern electronic devices. iFixit approached the students at Cal Poly to develop a solution for differentiating their primarily online business into a retail sales environment.

This senior project is a …

Profitabliltiy Analysis Of A Hard Apple Cider Company, Erik R. Johnson

Agribusiness

The purpose of this paper was to determine whether a hard cider company could be profitable in San Luis Obispo, CA in a 3 year period. A business plan was created to analyze the potential profitability of the company and included an analysis of the market, competition, consumers, the industry, and finances.

Background information was provided on the history of the hard apple cider industry, the use and importance of a business plan and the permit and license requirements to run an alcohol business.

The CEO and founder of the future company, Erik Johnson, determined the company would be named …

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.

Re-Branding For The Ymca, Kelly Dumas

Graphic Communication

The purpose of this study was to clearly define the steps involved with rebranding, specifically print media, for the Young Men’s Christian Association, and relate the execution of these steps to the overall success of the YMCA’s nation-wide rebranding effort. This study outlined the guidelines one must follow when designing any print collateral for the Y, in order to adhere to the new branding standards. After going over the guidelines for design, print pieces, designed for the purpose of this study and as part of the Y’s re-branding, were examined by Y employees. The employees of the Y in Shasta, …

Brand Creation Vs. Acquisition In Portfolio Expansion Strategy, Randle D. Raggio, Yana Damoiseau, William C. Black

Marketing Faculty Publications

Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?

Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions and creations for 22 firms between 2001 and 2007, the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.

Findings – Significant factors were found at the market and firm levels, with competitive intensity of …

The Wiki Way: Supporting Collaborative Learning For First Year Students, Kathleen Hughes

Papers, presentations and other resources

Skills in working in teamwork are demanded from graduates, and these are ever more likely to be over the internet. Horizon (2011) calls for this need to be reflected in students’ project work. The use of Wikis has been posited as a tool for collaborative online knowledge creation, increasing engagement, and social constructivism (Wheeler and Wheeler, 2008). The use of wikis in student groups is still relatively new, however, and the need for deeper investigation of its role in supporting group collaboration has been identified in literature (Bruen et al, in Donnelly, Harvey and O’ Rourke, 2010).

This study utilised …

Physician Decision Criteria Regarding Omega-3 Dietary Supplements, Warren P. Lesser

Walden Dissertations and Doctoral Studies

American Heart Association officials and other expert cardiologists recommend omega-3 (n-3) dietary supplementation for the secondary prevention of cardiovascular disease, a prevalent health problem in the United States. Physicians' lack of understanding of possible n-3 preventive health benefits results in underprescribing n-3 dietary supplements and lower n-3 dietary supplement product sales. N-3 dietary supplement marketers do not understand physician n-3 prescribing decision criteria enough to optimize high-impact communication to physicians to increase n-3 dietary supplement product use. The purpose of this phenomenological research study was to improve n-3 marketers' understanding of how physicians reach decisions to prescribe or recommend products …

The Wiki Way: Supporting Collaborative Learning, Kathleen Hughes

Conference papers

ABSTRACT:

Skills in working in teamwork are demanded from graduates, and these are ever more likely to be over the internet. Horizon (2011) calls for this need to be reflected in students’ project work. The use of Wikis has been posited as a tool for collaborative online knowledge creation, increasing engagement, and social constructivism (Wheeler and Wheeler, 2008). This study aims to contribute to the debate about the role of wikis and student group work, it should be of interest to instructors who use group work in their teaching, and those who wish to explore the application of web 2.0, …

The Prevalence And Influence Of The Combination Of Humor And Violence In Super Bowl Commercials, Benjamin J. Blackford, James W. Gentry, Robert L. Harrison, Les Carlson

Department of Marketing: Faculty Publications

The growing concern over violence in the media has led to vast amounts of research examining the effects of violent media on viewers. An important subset of this research looks at how humor affects this relationship. While research has considered this subset in television programming, almost no research has explored this in the context of advertising. This paper builds on the little research that exists by examining the effects of combining humor and violence, as well as the theoretical approaches that underlie these effects. A content analysis is conducted to identify the prevalence of violence, humor, and the combination of …

Does An Academy Award Affect Stock Return?, Kelli M. Maltsbarger

CMC Senior Theses

This study examines the affect of winning an Academy Award on the stock price of parent companies.  On average, receiving an Oscar has no significant impact on the stock of parent companies during the few days surrounding the broadcast of the Academy Awards.  The findings of this study introduce questions of external interference and possible limitations on this type of research.  However, my study sheds light on future topics of investigation for analyzing the effects of televised award shows on the stock market.

An Evaluation Of Corporate Social Responsibility Initiatives Implemented By Alcoa, Votorantim, And Vale As A Means To Aid In Poverty Alleviation In The Brazilian Regions These Mining Companies Operate, Emily A. Coleman

CMC Senior Theses

This thesis evaluates the corporate social responsibility (CSR) initiatives implemented by Alcoa, Votorantim, and Vale as a means to aid in poverty alleviation in the Brazilian regions these mining companies operate. Even though Brazil is ranked as the eighth largest economy in the world, 50 million Brazilians are living on less than US$1 per day. The presence of large mining corporations in Brazil’s poorest regions represents an opportunity for corporate social responsibility investments to improve social, economic, and environmental conditions in these locations. This research highlights the importance of designing corporate social responsibility programs according to the specific characteristics of …

Social Media: Revolutionizing The Business World, Emily Raush

Senior Honors Theses

Public communication avenues were greatly affected through the invention of the Internet; however, what has developed communication processes even further is the rise of social media. This thesis explains how the utilization of social media tools is revolutionizing the business world and also provides information to understand the direction in which social media is heading.

Towards Symmetry In The Law Of Branding, Rebecca Tushnet

Georgetown Law Faculty Publications and Other Works

Companies sometimes want to abandon an old identity and rebrand with a new one. Trademark law probably does not have much to say about rebranding in itself. But we should be careful about how we think about rebranding and other undisclosed source relationships because, if not handled properly, law’s recognition of such techniques could end up reinforcing trademark owners’ ability to deter competition and control free speech.

The Impact Of Celebrity Endorsement On Public Relations And The Consumer, Berenice Geraghty

Theses

Celebrity culture and endorsement has become a huge part of public relations today. Therefore it has become a core tactic within public relations campaigns and is becoming increasingly important as a method for building a long standing relationship with the consumer. The aim of this research study is to discover if celebrity endorsement makes an impact within public relations campaigns - why it is selected as a public relations tactic and how companies select celebrities to go with particular campaigns. The study also aims to discover how celebrity endorsement affects the consumer.

A qualitative research design was chosen as there …

Does Marketing Have An Image Problem? An Empirical Study In To The Opinion Of Marketing From The Perspective Of Business And Consumers., Tony Ferguson

Theses

In the 50 year period since the marketing concept was first introduced to business strategy, we have witnessed a shift from the post-World War 2 austerity of supply shortages, to a modern day consumerist society, where maturing markets and an excess supply of goods and services pose serious challenges, in a highly competitive business environment. As competition has intensified, businesses have endeavoured to differentiate themselves from their competitors. Billions of dollars have been invested in research to gain an insight in to what motivates a highly sophisticated and increasingly cynical consumer. These challenges have been exacerbated since 2008, by the …

The Marketing Of Toys To Children In Ireland: The Parents' Perspective, Derarca O'Shea

Theses

Children, as a target audience are increasingly attractive to marketers for many reasons. Firstly, children represent an important demographic to marketers, they have their own purchasing power; they influence their parents buying decisions and are the adult consumer of the future (McNeal, 1999). Secondly, the children’s market is ever expanding and marketers see opportunities to reap the rewards by targeting their products at children in an effort to increase sales. Thirdly, children between the ages of 2-11 see more than 25,000 advertisements a year on television alone and until the age of eight years, children do not understand advertisements’ persuasive …

Optimal Advertisement Scheduling In Breaks Of Random Lengths, Ajay Srinivasan Aravamudhan

Dissertations and Theses Collection (Open Access)

Broadcasters generate a large part of their revenue through advertising, especially in live sports. Scheduling advertisements can be challenging in live broadcasting, however, for sports such as Cricket that have breaks of random lengths and number during which the ads are shown. This uncertainty, coupled with the high price of spots for major competitions, means that improving ad scheduling can add significant value to the broadcaster. This problem shares similarities with the stochastic cutting stock problem and the dynamic stochastic knapsack problem, with applications in the wood, steel and paper industry and the transportation industry respectively.

This dissertation adds to …

Encroaching On Freedoms? Values Related To Freedom And Readiness To Accept Social Marketing Activities In Australia And Japanese Students, Kaoru Nosaka

Theses: Doctorates and Masters

Do Australian and Japanese university students feel that social marketing is encroaching on their freedoms or empowering them? For example, how do they react to social marketing messages such as ‘Don’t Drink and Drive’ and ‘Reduce, Reuse, Recycle’? Social marketing activities include advocating for environmental change, laws, and regulations as well as making recommendations to individuals to change behaviours to promote the good of society; however, some people believe that such activities are attempts to control people, infringing upon their individual freedom. While behavioural models and theories have recognised the influence of an individual’s predisposition towards a recommended behaviour (such …