Advertising and Promotion Management Commons^™

Impact Of Death-Related Television Programming On Advertising Evaluation, Priyamvadha Rangan, Surendra N. Singh, Mark J. Landau, Jungsil Choi

Business Faculty Publications

Programming that depicts or implies death constitutes a vital component of daily television broadcasts, yet the impact of such programming on the evaluation of embedded advertising remains unexplored. Using terror management theory, we propose that exposure to routine and commonplace death-related television programming will lead to the differential evaluation of ensuing advertisements depending on whether they are perceived to be of domestic or foreign origin, and that this effect is contingent on the nature of the death-related cognitions at play at the time of ad exposure. Further, the death-related program context effects on embedded advertising are unique—ads at the end, …

Shopper Marketing: Moving Online, Singapore Management University

Perspectives@SMU

The advent of smartphones have changed the way advertisers induce shoppers to buy

Real-Time Targeted Influence Maximization For Online Advertisements, Yuchen Li, Dongxiang Zhang, Kian-Lee Tan

Research Collection School Of Computing and Information Systems

Advertising in social network has become a multi-billion dollar industry. A main challenge is to identify key influencers who can effectively contribute to the dissemination of information. Although the influence maximization problem, which finds a seed set of k most influential users based on certain propagation models, has been well studied, it is not target-aware and cannot be directly applied to online advertising. In this paper, we propose a new problem, named Keyword-Based Targeted Influence Maximization (KB-TIM), to find a seed set that maximizes the expected influence over users who are relevant to a given advertisement. To solve the problem, …

The Art Of Power Selling, Singapore Management University

Perspectives@SMU

Generating market awareness and qualified leads is critical to sales success and it need not be as hard or expensive as you might think.

Reconceptualizing Markets: Hip- Hop Artists, Marketing, Distribution, And Consumers, Ronald Pikes

Theses and Dissertations

Sociologists have made many contributions to the current understanding of markets. In spite of these contributions, individuals and market practices in sociology are generally overlooked, but both are important because individuals and their practices give markets their form. By overlooking market practices, sociologists disregard two of the most important forces within markets, distribution and marketing. These oversights significantly reduce our ability to understand how modern economic markets operate. Thus, the focus of this study is centered on market actions of independent hip-hop music artists and consumers of hip-hop music especially in regards to music distribution technology. Data was collected via …

Would You Pay Extra To Support A Local Brand?, Singapore Management University

Perspectives@SMU

Global has more appeal but there is a home-country advantage

Copyright Complements And Piracy-Induced Deadweight Loss, Jiarui (Jerry) Liu

Indiana Law Journal

Conventional wisdom suggests that copyright piracy may in effect reduce the deadweight loss resulting from copyright protection because it allows the public unlimited access to information goods at a price closer to marginal cost. It has been further contended that lower copyright protection would benefit society as a whole, as long as authors continue to receive sufficient incentives from alternative revenue streams in ancillary markets, for example, touring, advertising, and merchandizing. By evaluating the empirical evidence from the music, performance, and video game markets, this Article highlights a counterintuitive yet important point: copyright piracy, while decreasing the deadweight loss in …

Cigarette Packaging In Ireland: The Plain Future, Maurice Murphy, Wesley Connolly Tong

Dept. of Management & Enterprise Conference Material

No abstract provided.

Diffusion Of The Kroger Presence Through Expansion And Acquisition, Gary W. Clark

Undergraduate Research – Geography, Geology, and the Environment

Kroger Foods is the largest of second largest supermarket chain in 41 of 49 major markets. This essay will focus on the growth of a small grocery story to the supermarket giant it is today.

An Advertising Plan For Clarityadm, Chelsey Porter

Agricultural Education and Communication

The purpose of this project is to develop an advertising plan for a small business based on the central coast. In this project you will find information pertaining to the aquarium keeping hobby as well as creating business website and business cards. This was designed to create a website and business cards in order to broaden the customer base for the business and increase profits.

The Economics Of Successful Billboard Advertising, Alexa Thomas

Graphic Communication

This study explains the economics of billboard advertising, specifically pertaining to the internal and external elements that make them effective for both consumers and the brand. Billboards have been used as an advertising medium for more than a century, and are still used today. The question is, “What about billboards make them so effective?” Secondary research was examined to better understand the history of billboards, how they compare to other mediums, and the elements experts consider throughout the campaign process. After analyzing secondary articles and studies, primary research was conducted by interviewing a sample of consumers and experts to determine …

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising …

7 Tips To Grow Your Rural Business With Purpose And Meaning, Connie I. Reimers-Hild, Alyssa Dye

Community Vitality Initiative

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. The purpose of this article is to help rural entrepreneurs discover ways to grow their businesses with Living with Purpose and Meaning Megatrend.

Instagram: Builiding A Following In Niche Audiences And Captivating Strangers Utilizing Visual Social Media, Maia Henderson

Renée Crown University Honors Thesis Projects - All

Social media platforms, such as Facebook and Twitter, are used by advertisers to create brand identity and connect with consumers on a personal level. With the invention of Instagram however, fashion enthusiasts have been able to create their own visual accounts and build a following within a niche community. They don’t have to represent a specific brand or be sponsored, yet they are followed by many because of the quality of their content and by utilizing certain Instagram conventions. There is no known formula about how these accounts become so popular. These “Instafamous” accounts resonate deeply with their followers and …

The Role Of Investor Relations In Crisis Communications, Rebecca Leigh Warren

Renée Crown University Honors Thesis Projects - All

By the end of the 2000s, Domino’s Pizza Inc. was facing decreasing sales and a dwindling stock price, as consumers were frequently disappointed in the quality of the chain’s food. In April 2009, the pizza giant was faced with a sudden crisis when a YouTube video surfaced showing employees contaminating food with bodily functions.

This study will focus on the events following the crisis. Specifically, the study will examine Dominos’ unique pivot towards a transparent communications strategy in hopes of revitalizing its business model and its share price.

The methodology used to explore Domino’s new communications approach includes an in-depth …

Viewability: An Exaggerated Crisis, Jared Rosen

Renée Crown University Honors Thesis Projects - All

This thesis addresses the ongoing debate surrounding Viewability within the digital advertising industry. Since advertising is the lifeblood of many publishers and sites across the web, it is vital that brands and marketers derive value from this relationship. The Media Rating Council and Making Measurement Make Sense Movement both over exaggerate the value of Viewability in the digital advertising marketplace. By examining a plethora of articles and regulatory standards, I have been able to conclude that Viewability is a soft metric that does not provide media insights into the success of a given campaign. By conducting interviews and reviewing articles …

Race And Gender In Public Relations: A Qualitative Analysis Of The Experiences Of Women And Women Of Color In Pr, Emelia Armstead

Renée Crown University Honors Thesis Projects - All

The purpose of this research project was to better understand the state of diversity in the PR industry by examining the unique experience of women and women of color working in PR. Using qualitative coding methods, five blogs by both women of color and White women were coded to determine emergent themes. While some themes were consistent among all authors, other trends emerged only among White women or women of color, respectively. From the personal and professional experiences of these women, these themes offered insights into the effects of both race and gender on the experience of female PR professionals.

More Than Just A Game: From Regional Sports Rivalry To Separatist Politics, Ruitong Zhou

Renée Crown University Honors Thesis Projects - All

In the Capstone, I will explore one of the most intense football clashes in history: El Clásico (The Classic), which refers to a match-up between Real Madrid C.F. and FC Barcelona. When these most successful football clubs meet on the field for 90 minutes of intense action, it soon becomes very clear that this is much more than just a game or just sports. The field can be seen as a battleground, and the game could be a substitute for war between two ideologies, cultures, and social classes. This rivalry has a real and profound political tone, which goes back …

Rebranding Hillel At Syracuse University, Marisa Bunis

Renée Crown University Honors Thesis Projects - All

My rebranding of Hillel at Syracuse University was a multi-step process. First, I had to understand what rebranding truly meant – what made a successful rebranding, what to avoid during a rebranding, etc. I gained this critical knowledge by reflecting on my education as an advertising major and consulting credible online sources on the topic. The next step was to gain a deeper understanding of my client, Hillel at Syracuse University. I again drew insights from my own experience as a student highly involved in the organization, and I also learned critical information from resources provided to me by Brian …

How To Grow Your Rural Business With Purpose And Meaning, Connie I. Reimers-Hild, Alyssa Dye

Community Vitality Initiative

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. The purpose of this article is to help rural entrepreneurs discover ways to grow their businesses with Living with Purpose and Meaning Megatrend.

What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone

The Review: A Journal of Undergraduate Student Research

In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising.

Unilever Platinum Stores: Building A Brand For The Community, Singapore Management University

Perspectives@SMU

Unilever's idea of assisting the owner of a flood-stricken mom and pop shop in Thailand has blossomed into a plan that seeks to benefit the local community

Cars For A Cause, Lauren Pagani

Senior Honors Projects

Cars for a Cause is a car show, ranging from modern European, Japanese, muscle, track-ready and a variety of other cars, which is intended to raise money for the charitable organization, The Alzheimer’s Association, which helps to find a cure for Alzheimer’s and Dementia. According to The Alzheimer’s Association, approximately 5.3 million Americans are affected by this disease making it the sixth leading cause of death in the United States. By hosting an event tied to this horrific disease that affects a large number of individuals and their families, the hope is to generate a larger crowd of event-goers that …

Who Pays For Music?, Meg Aman

Honors Projects in Management

The purpose of this capstone project was to determine the attributes of consumers that pay for music, specifically music streaming services. The recent decline in current individual track sales and the increase in the number of streamed songs, highlights the relevance of this topic. The increasing popularity in music streaming has caused much contreversy in the music industry. Many artists are unhappy with the low revenue they receive from songwriting royalties from these streaming services that offer a free platform. Artists are not the only ones who need consumers to pay for music, the music streaming sites that provide free …

Scentsational Marketing In Business: A Study Of Scent Atmospherics, Jordan Thomas

Undergraduate Honors Theses

This research will evaluate a marketing tool called atmospherics. This tool, although very powerful in capturing a consumer’s interest through the use of memories and the overall aspect of buying, is sometimes forgotten when constructing a marketing plan. The thesis will evaluate the strengths and weaknesses when using this marketing tool and then apply those characteristics to a specific example of a bakery.

Social Good And The Competitive Advantage Of Doing It Well, Morris Shawn

Finance Undergraduate Honors Theses

The purpose of this study then is to show that though social good has become largely common in Corporate America, very few businesses are doing social good well. This creates an opportunity for competitive advantage and for a few businesses to capitalize on it.

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

An Analysis Of Empirical Research Of Social Media And User-Generated Content In The Hospitality Industry, Didi Fan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hospitality remains highly competitive industry where establishments are always pushing new efforts to positively attract and retain consumers more so than the others. In recent years, the most significant trend in reaching to consumers is through social media. The research dives into great detail in the interactions and cause and effect between consumers and hospitality in social media such as the effect of user generated content. The research produces more details and ideas than simply engaging in social media helps hospitality establishments. The information was attained from a large content analysis of previous research, studies, surveys, experiments, statistical and quantitative …

Explore Andrews: New Program Helps Freshmen Solidify Their Path, Stephen Payne

Lake Union Herald

No abstract provided.

Narrative Advertising, Meng Li

Electronic Theses and Dissertations

Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as …