Advertising and Promotion Management Commons^™

Acknowledgements/Image Credits, Molly Lynde-Recchia

Transference

No abstract provided.

Penn State Football: An Analysis Of Crisis Communication Best Practices And How Psu Overcame The Ultimate Pr Crisis, Meaghan Grace Lane

Renée Crown University Honors Thesis Projects - All

This thesis paper is an analysis of the crisis communication response to the 2011 Pennsylvania State University child sex abuse scandal. The reputation of this iconic university and its football program was changed forever by this horrific event, which involved years of administrative cover-ups of the sexual assault of children by an assistant football coach. However, despite widespread public backlash, administrative upheaval and heavy NCAA sanctions in the months after the scandal broke, Penn State has since made major strides in image improvement.

This project delves into what defines best crisis communication practices, using Penn State as a case study. …

Let Them Make Art: Why Unified Arts Festivals Are Beneficial For Independent Artists, Anton Gress

Student Scholar Symposium Abstracts and Posters

Artistic disciplines typically have two markets: corporate, and independent (mainstream and underground, if you will). The corporate market accounts for a small fraction of all artists and reaches the largest audience, while the independent market accounts for the vast majority of working artists, yet remains niche. The issue is marketing. Even the most successful independent artists cannot match the selling power of large companies. This project seeks to illustrate the potential of unified arts festivals to facilitate greater audience exposure for independent artists, and how this may benefit the artistic community.

The arts communities at Chapman University have a similar …

Maximizing Sharability And Persuasiveness On Web 2.0, Yuhua (Jake) Liang, Christina Lopez, Tim Seavey, Shelby Stanton

Student Scholar Symposium Abstracts and Posters

Online marketing efforts usually focus on the persuasiveness or sharability of a message. However, research has not established where these two concepts overlap. The current study explores this overlap. Web 2.0 platforms facilitate the delivery of different content and statistics to convey the persuasiveness and the sharability. An original experiment varied message quality (high argument strength, direct message, and emotional message) and web cues (i.e., ratio of views, likes, and shares) to signal self-presentation (favorable and unfavorable). Prospective participants will view mock webpages for internet news and donation collection, followed by measures of the content persuasiveness and sharability.

The Objectification Of Professional Female Athletes In Print Advertisements And The Consumers' Response, Angela L. Wallin

Sport Management Undergraduate

Abstract

As female athletes gain more recognition in the sports world, researchers continuously debate on whether the reason behind this is due to their athletic performance or their hyper sexualized appearance in media outlets such as print advertisements (Fink, Cunningham, & Kensicki, 2004). This raises the question on how consumers interpret advertisements that contain female athletes promoting both sport and non-sport products. Since this research is the first examine how consumers view and react to the use of professional female athletes in advertisements, this research further develops the literature of women’s role in both the advertising and sport world. Both …

Leveraging Market-Based Assets To De-Risk The Firm's Operations, Rajendra Kumar Srivastava

Asian Management Insights

In times of uncertainty and volatility,the active management of marketbasedassets, such as brands andchannel relationships, take on a newsignificance in managing risk.

Salvaging Print: Letterhead In Post-Industrial Urban America, Nancy Sharon Collins

The Mid-America Print Council Conference

This panel will explore the link between today’s small press movement and the formal aspects of commercial printing during the American 20th century. Panelists include Christine Medley , Philip Gattuso, and Nancy Bernardo.

Using as its primary example letterhead from defunct companies in Detroit, and secondarily, specimens of business and legal letterhead from other urban centers of the industrial United States, this panel will examine and discuss: What did letterhead represent to 20th century printers in local markets such as Detroit? What is the significance of printed letterhead, and stationery, to the art of small press printing in post-industrial cities …

Branding Your Company, Singapore Management University

Perspectives@SMU

You need to understand what your brand stands for before building it

Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady

Research Collection Lee Kong Chian School Of Business

Although the conditions that motivate individuals to buy, sell, search, and post on the Internet are diverse, the information generated as a byproduct of these activities has the potential to help marketers develop a better understanding of consumer and firm behavior. In this paper, we utilize online product search data to build a model that links sales to marketing mix activity. The objectives of this research are threefold: first, to incorporate secondary data collected from online sources into a model of demand, thus improving our ability to forecast sales; second, to develop a better understanding of the role of marketing …

The Relationship Between Social Media Use And Consumer Brand Engagement, Joshua Stein

Journal of Undergraduate Research at Minnesota State University, Mankato

The use of social media by businesses as a communication tool has grown rapidly in recent years. Despite this rapid adoption, little is known about the use of social media among consumers and its effect on brand behavior. This research study aims to fill this gap by investigating the relationship between social media use and consumer brand engagement. To conduct this research, an on-line survey was administered through Survey Monkey to 60 undergraduates ranging in age from 18-24 through a snowball method. Survey questions included: extent of social media use, willingness to engage with brands, views on online vs. offline …

Finding Answers In Digital Media Research, Singapore Management University

Perspectives@SMU

It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast

Accessibility Of Tourism Websites: Attitudes And Behaviors, Filza Armadita

UNLV Theses, Dissertations, Professional Papers, and Capstones

While developed countries continue to shape an industry that has somehow become an integral part of the society, it only seems fair that the industry should provide equal access for every member of the society, recouping members of the market that is excluded without notice. The basic tier of service in the web interface is to provide information, before any booking systems and online purchasing (Siegel, 1997). In the travel industry, this basic tier is achieved in many different travel businesses, but consistently in destination marketing websites that solely promotes a tourism destination through delivering information about the specific location. …

A Call For Truth In The Fashion Pages: What Global Trend In Advertising Regulation Means For U.S. Beauty And Fashion Advertisers, Ashley O'Neil

Indiana Journal of Global Legal Studies

The advertising industry serves an important purpose in our society by acting as the main source of information for consumers about products. Global advertisement spending reaches into the hundreds of billions of dollars annually. Because advertising plays such a large role in the economy, regulators across the globe have increasingly sought to promote truth in advertising. As a result, advertising regulation has exploded in the recent decades. Recently, the beauty and fashion industries have come under fire from advertising regulatory bodies, most notably in Europe, for misleading and offensive advertising practices. Regulators and interest groups are concerned by the unrealistic …

A Conceptualization And Empirical Examination Of The Effects Of Marketing Alignment On Franchising Relationships, Joseph Matthes

College of Business: Dissertations, Theses, and Student Research

Franchising is a widely utilized business format that continues to grow in popularity both domestically and abroad. Through the recruitment of franchisees as agents, franchisors are able to access additional resources and rapidly expand their networks. The marketing relationship between franchising partners presents unique opportunities and challenges due to this captive and codependent channel structure. In order to fill a gap in the literature and better understand franchisee-franchisor relationships, the author conceptualizes marketing alignment as being comprised of both agreement and cooperation across the dimensions of strategies, operations, and values. A conceptual model is developed that addresses the following research …

An Empirical Examination Of The Moderators Of Direct Versus Indirect Comparative Advertising, Chun-Kai Hsu

Theses and Dissertations in Business Administration

This research examines the relative effectiveness of different kinds of comparative advertising. The effects of direct and indirect advertising are discussed and empirically tested. Extant research focuses on the differential effects of comparative and non-comparative advertising. However, with the growing popularity of comparative advertising in recent years, it becomes crucial to examine different kinds of comparative advertisements more closely to provide guidelines to marketing managers in the application of comparative advertising. In the marketing literature, very little has been known about how advertising-specific moderators may influence the effectiveness of direct and indirect comparative advertising. In this dissertation, different advertising-specific moderators …

Homeostasis-Driven Responses To Consumer Sensations, Rhonda Hadi

Dissertations, Theses, and Capstone Projects

This research examines the effect of experienced physical temperature on an individual's decision-making process. Reliance on emotions can function as a warming process and reliance on cognitions can function as a cooling process, hence individuals are nonconsciously induced to alter their decision-making style according to their thermoregulatory objectives. My first two studies support a thermoregulatory account by demonstrating that the mere use of cognitive versus affective processing leads to both self-reported and objective changes in body temperature, and that the adoption of a compensatory pathway can indeed aid in providing temperature-related comfort. My last three studies demonstrate that individuals adopt …

Wearing Your Heart On Your Sleeve: The Effects Of Conspicuous Compassion On Identity Signaling And Charitable Behavior, Zoe Rogers

Dissertations, Theses, and Capstone Projects

Conspicuous compassion is one type of prosocial behavior that involves the purchase and wearing of merchandise that supports a cause. This research considers the effects that conspicuous compassion has on signaling to others and signaling to the self and the factors that influence these types of signaling. This research shows that self-signaling is influenced more by whether the merchandise supported (vs. did not support) a cause, while other-signaling is more influenced by the public (vs. private) dimension of the message on the merchandise. This research also examines a two-path model of the effects of conspicuous compassion on subsequent charitable behavior, …

Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina

WCBT Faculty Publications

This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers' attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand …

The Effects Of Social Media & Web Development On Product Promotion & The Effects Of Branding On Sales And Building A Startup, Scott Toshiro Burns, Galen Quan Tran

Graphic Communication

The purpose of this study was to identify the key components needed to make a startup. This included created making a landing page and also driving traffic to the page through Facebook. On the landing page section, there was a test to see what would provide the best user experience using Squarespace. This entailed looking into different layouts and using analytics to determine how effective the landing page was in converting customers. In terms of Facebook research, went into looking into creating a method into driving leads into the prospect pipeline. A campaign was run to gather all the data …

Parasocial Relationship Via Reality Tv And Social Media: Its Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho

Research Collection Lee Kong Chian School Of Business

The purpose of this study was to explore the ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korean Wave fans in Singapore. The results showed that reality TV viewing and SNS use to interact with media characters were positively associated with parasocial relationships between media characters and viewers. Parasocial relationships, in turn, were positively associated with the viewers’ perception of endorser and brand credibility, and purchase intention of the brand endorsed by …

White Space: An Overlooked Element Of Design, Samantha Coates

Mahurin Honors College Capstone Experience/Thesis Projects

There are many different elements used to enhance visual appeal in Advertising and Graphic design. While all elements of design are important, arranging all of these components effectively, affects the overall visual appeal to viewers. The use of space may be thought of as the single, most important element of design. How things are arranged contributes to how effective an advertisement is to its audience. While space is important, it is also vastly taken for granted, specifically in the form of “white space.” Whitespace is important to visual appeal in many ways. This includes readability, viewer perception of brand image, …

Visual Tension In Graphic Design, Raven Heinstein

Mahurin Honors College Capstone Experience/Thesis Projects

My thesis explores the use of visual tension in various graphic design areas and works. It delves into the purposes of creating visual tension and in which instances it can be most effective, as well as most ineffective. It discusses the use and creation of visual tension with design hierarchy, rhythm and dynamics, symmetry and asymmetry, negative and positive space, color relationships, and typographical design. I will define visual tension, discuss its relevance and significance, and show informative examples. I'm using mainly secondary research in the form of textbooks and examples by other designers, but I have also included a …

Rebranding The Wku Office Of Sustainability, Mary Boothe

Mahurin Honors College Capstone Experience/Thesis Projects

Since its inception in 2008, the WKU Office of Sustainability has struggled with general program and initiative awareness as well as student engagement in university sponsored sustainability activities. Attempts to target and capture an audience have been inconsistent due to lack of budget and staff, resulting in varying levels of success. The purpose of this project is to identify, through a population survey, a student market that is interested but unaware of the information, services, and initiatives provided by the WKU Office of Sustainability. Once identified, the market was assessed using statistical data and focus groups to determine the most …

Find It In Football: An International Marketing Plan For Young Women, Melanie Michelle Holohan

Renée Crown University Honors Thesis Projects - All

What follows are multiple components of a creative advertising project. While this work relies heavily on research, it was a very creative process. The premise of this work is an integrated marketing campaign that utilizes my two majors: international relations and advertising, combined with my love for sports. Using primary and secondary research, I found that the benefits that sports have on child development are huge (Humphrey, 2003). I narrowed my sport choice down to soccer and my target down to young women. I wanted to focus on Islamic states because, at least by American standards, Muslim women are often …

Beaver Professional Public Relations Research Case Study, Francheska Munoz

Renée Crown University Honors Thesis Projects - All

This research study combines public relations and marketing to examine how women think about buying hair products. Using Beaver Professional, a hair care company, as the client, this study incorporates different methods of research to understand what factors affect which products women buy and where they go to buy them. This study also examines how salons think about selling hair products to their customers and where they go to shop or find the products for their salons.

Capstoned: Advertising Research, Account Planning, And The Development Of A Marketing Plan For Recreational Marijuana In Denver, Co, Erica Clapp

Renée Crown University Honors Thesis Projects - All

One of the hottest current issues in the United States among politicians and many other groups of citizens is the legalization of recreational marijuana. This issue has a long history, and it has constantly resurfaced in the media for years. However, the recent attention being given to recreational marijuana legalization is not going to die down anytime soon, for landmark progress has been made in this area. On November 6, 2012, Colorado Amendment 64 was passed, implementing a statewide drug policy for cannabis. Consequently, Colorado has taken a revolutionary step that marks the first electoral decision to legalize marijuana in …

Analysis Of Automobile Advertisements In American Magazines, Asnika Bajracharya, Lukwesa K. Morin, Kendall H. Radovich

Student Publications

The automobile is one of the most important products in American consumer culture. Throughout the history of the automobile industry in America, advertising has been an important strategy for marketing automobiles and their features to consumers on a mass scale. The purpose of this study was to evaluate how print (magazine) automobile advertisements have changed through time (1960-2013) and across different genres of magazines: general (National Geographic, New Yorker), male-oriented (Esquire), female-oriented (Cosmopolitan), and ethnic (Ebony). The trends that we examined included: numbers and proportions of car advertisements, relative numbers of domestic and foreign car advertisements, and the mix of …

Risk Propensity And The Aviator Shortage, Timothy S. Seales

Honors Theses

This is an exploratory research study of the possible similarities in risk propensity between aviators and potential aviators and to determine the feasibility of using focused marketing strategies to increase the number of annually issued pilot certificates. This exploratory research was chosen for its significance in that there is a steady decline in the number of pilot certificates being issued annually (Blair, 2012), and there is also a dramatic increase in the number of airline pilots reaching the mandatory retirement age of 65 (Cary, 2012). The result of these two combined circumstances may cause an acute aviator shortage in the …

What’S Gender Got To Do With It? How Client Gender Influences Public Relations Practices And Crisis Management Strategies, Tiana Rojas

Renée Crown University Honors Thesis Projects - All

Media leads gender stereotyping. Consumers of media internalize messages of gender put forth by the media, thus shaping their attitudes and expectations of gender. This paper focuses on gender and how it influences public relations (PR) practices and crisis management strategies, specifically in entertainment PR. This is a subject that has yet to be explored. Utilizing primary, secondary and quantitative research methods, I hope to answer my research question: how does client gender influence PR strategy? To test my research question, I designed an online survey composed of four common PR crises seen in the entertainment industry among celebrities. The …

Advertising In The Super Bowl: Worth The Cost?, Avi Steinbach

Renée Crown University Honors Thesis Projects - All

The Super Bowl has long been considered an unofficial American holiday. Advertisers look at this day as their Christmas – a day when the audience looks forward to commercials. Because of the immense value that a Super Bowl spot holds, there is an equally high price tag to pay for a spot.

The original question posed in this thesis was: Is a Super Bowl advertisement worth the cost? After diving into countless articles arguing both sides and looking at companies’ successes and failures, it became clear that the wrong question was being asked. Rather than thinking about all companies, the …