Advertising and Promotion Management Commons^™

Perspectives On Why The Glass Ceiling Still Exists For Women In Advertising And Media And Tools To Help Shatter It, Olivia Hottle Mossman

Honors Program Theses

This ethnographic study provides current insights into the barriers women experience as they seek executive positions in the media and advertising industries—careers largely held by men. Interviews with women who currently or have previously held management roles in media and advertising companies are analyzed and presented. The knowledge gained from these interviews raises awareness of the lack of women’s voices on the media channels that influence a society’s perception of what is socially and culturally acceptable. This research also counteracts an absence of recent research regarding this topic. As the study evolved, it looked more at the relationships between women …

Analysis Of Market Demand And Quality Of Infant Toddler Care Programs In Missoula, Montana, Jennifer A. Keller

Undergraduate Theses, Professional Papers, and Capstone Artifacts

In order to test the hypothesis that there are not enough high quality infant toddler care programs in Missoula to meet the demand of the market, creating an opportunity for a local child care provider to open a high quality infant toddler program as part of the child care services that they offer, an observational study of the current infant toddler care programs in Missoula, Montana was conducted. Spirit at Play, a child care center in Missoula, Montana, is evaluating the current child care market in Missoula to see if, and how many, quality infant toddler programs are being offered …

Factors Associated With Philanthropic Giving And Their Correlation With Donation Amount: A Case Study Of The Indianapolis Zoo 2014 Donor Survey, Ashley N. Marcum

MPA/MPP/MPFM Capstone Projects

The Indianapolis Zoo, located in the heart of Indianapolis, is a staple of the community. Celebrating its 50th year anniversary in 2014, the Indianapolis Zoo is known worldwide for both its excellence in animal care and its dedication to local and international conservation efforts. The intent of this paper is to provide the Indianapolis Zoo Institutional Advancement Department with an in depth analysis of its 2014 Donor Survey. Understanding the factors that can affect donor motivation to give philanthropically and the correlation these factors may have with gift amount will help the development team hone their soliciting practices.

It is …

Marketing Strategies For Profitability In Small Independent Restaurants, Wanda Y. Jenkins

Walden Dissertations and Doctoral Studies

The restaurant industry is the second largest employer in the United States; however, only 33% of restaurants are successful during the first 3 years of operation. The purpose of this exploratory multiple case study was to determine what marketing strategies small independent restaurant owners need for profitability. Aaker's brand equity model was the conceptual framework used to ground this study. Using a purposeful criterion sampling technique and semistructured interviews, 12 individuals (2 managers and 2 employees from 3 restaurants in Philadelphia) participated in the study. Data collected from interviews and archival business records were analyzed to generate themes, also allowing …

Folgers: The New Era Of Coffee, Anthony J. Jakubowski, Danielle Hickman, Annie Pang, Adrianna Hartman, Alex Naragon

Williams Honors College, Honors Research Projects

The primary purpose of this paper is to discuss the repositioning of the Folgers brand through a new and improved Brand Pyramid and two strategic recommendations. In order to come to these conclusions, the group utilized secondary research to gain a background on the coffee industry as a whole, the acquisition of the Folgers brand by Smucker’s, the competition relative to Folgers in the coffee market, a social media analysis focusing on the competitors, and finally research regarding the Millennial generation. The conclusions from this secondary research led to the methodology used in order to come up with the new …

Small Seasonal Business Strategies To Increase Profits Through Community Collaboration, Kevin B. Gibbons

Walden Dissertations and Doctoral Studies

Seasonal small business owners (e.g., boating and golf industries), primarily within the upper and Midwestern United States, face challenges for profit and growth because of a brief business potential year and limited time to establish a reliable and committed customer base. The purpose of this case study was to explore strategies that seasonal small business owners in Oakland County, Michigan may use to collaborate with local associations and charitable organizations to increase profits. Stakeholder theory served as the conceptual framework for this study. A purposive sample of 4 successful small seasonal business owners in Oakland County, Michigan participated in face-to-face …

Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich

Walden Dissertations and Doctoral Studies

The fastest growing segment of business development in the United States comes from small business start-ups, with 42% of these businesses being women owned. Women-owned businesses are annually 25% less profitable when compared to the average small business in the United States. Based on the theory of planned behavior, the purpose of this single exploratory case study was to investigate how women small business owners and their employees use financial strategies to increase the profitability of their businesses. Data came from semistructured interviews with 1 woman business owner and 5 business consultants who work for the women-owned small business. The …

Deception In Cosmetics Advertising: Examining Cosmetics Advertising Claims In Fashion Magazine Ads / 化妆品广告中的欺骗:分析时尚杂志广告中的化妆品广告, Jie G. Fowler, Timothy H. Reisenwitz, Les Carlson

Department of Marketing: Faculty Publications

The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed …

Small Business Use Of Internet Marketing: Findings From Case Studies, Maya Demishkevich

Walden Dissertations and Doctoral Studies

Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business …

Employee Conduct When Administering Government Contracts In The Defense Logistics Agency, Sandra Genevieve Haynes-Michaels

Walden Dissertations and Doctoral Studies

The Office of the Inspector General in the Department of Justice reported cases of government contracting employees accepting bribes totaling over $540 million within a 6-year period. The purpose of this case study was to explore the perceptions of government contracting managers regarding the knowledge needed to mitigate employees' unethical behaviors when administering government contracts. Previous studies on government contracting employees' unethical behaviors focused on employees' behaviors, but lacked data concerning managers' roles in mitigating employees' unethical behaviors. The study's conceptual framework was stakeholder theory. The data were gathered through semistructured interviews conducted with 21 government contracting managers in the …

Managing Negative Comments Posted On Social Media, Darci Wagner

Walden Dissertations and Doctoral Studies

Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement …

Adpr 450/850: Public Relations Theory And Strategy—A Peer Review Of Teaching Project Benchmark Portfolio, Ming Wang

UNL Faculty Course Portfolios

I decided to join the Peer Review of Teaching program to achieve the following three objectives: to better align course objectives with course content, to improve ways of documenting and assessing student learning, and to fit the course into the broader curriculum.

Participation in the Peer Review of Teaching program has been most illuminating and beneficial. I got to focus on tackling three tangible objectives for my ADPR 450/850 Public Relations Theory and Strategy class. Then I got to apply many ideas introduced in this program, such as backward design principle and assessment methods, in my teaching. I had the …

Social Media Strategies Used In Marketing Custom Bicycle Framebuilding Companies, Angela Au

Walden Dissertations and Doctoral Studies

Social media is a cost-effective marketing tool, and in a 2014 survey, 75% of small business owners reported that they used social media to market. However, many of these businesses merely set up social media profiles and do not use social media to its full potential. Microenterprise owners face barriers such as lack of time, financial resources, and marketing knowledge, preventing them from adopting social media as a marketing tool. This multiple case study explored what strategies microenterprise owners in the artisan economy need to market using social media. Data were collected from 5 custom bicycle framebuilders in a Southwestern …

Marketing Strategies Of Mobile Game Application Entrepreneurs, Talaya Waller

Walden Dissertations and Doctoral Studies

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained …

Marketing Strategies To Increase Profits From Retailing Fair Trade Coffee, Emily Christine Knowles

Walden Dissertations and Doctoral Studies

Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, …

Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill

Open Access Theses & Dissertations

ABSTRACT

Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …

Anarchist Strategy And Visual Rhetoric In Brazil, 1970: The Living Theatre As “The People In The Street”, Chelsea R. Roberts

All Master's Theses

The dominant narrative of the Living Theatre, an anarchist-pacifist, activist performance group, situates the company within a historical framework of the "New Left". Implications of this strategy are identified and critiqued. Both due to the simplification of historical time periods between the fields of theatre and politics, or "periodization" (Postlewait), and because of the ways in which the "New Left" is identified as overtly American in much theatre scholarship, historicizing the Living Theatre as "in-line" with the New Left has resulted in the erasure of the Living Theatre's founding philosophies of anarchism and pacifism. The visual implications of these findings …

Talk. Act. Thrive. (You)Nified, Amitynine, Amy Okell, Cristina Petrisor, Dayton Stange, Connor Schulte, Amanda Schmidt, Courtney Sehn, Brandon Weeldreyer, Colin Burt, Anh Thoai Dinh

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Publications

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Food-Based Activities Versus Material Possessions: Alternatives To Consumption, Robin René Wikoff, Madeleine E. Pullman

Business Faculty Publications and Presentations

We examine how food-related experiential activities offer different types of intrinsic pleasures, create an alternative path to consumerism, and subsequently affect happiness and well-being. Participant’s perspectives on these activities are compared to those of their favourite material possessions to explore the differences in meaning and motivations. Phenomenological interviews centred on food activities and material possessions revealed that experiential food-related hobbies are valued highly and a source of great life satisfaction because of meeting a variety of psychological needs. These activities offer an alternative conception of what it is to flourish and to enjoy a ‘high’ standard of living as they …