Advertising and Promotion Management Commons^™

How Close Is Too Close? Location-­‐Based Advertising, Linda T. Bond, Kasi Dickerson, Joey Stepniewski, Toure Mccoy

Bright Ideas Conference

Location-based advertising (LBA) is on the cutting edge of technological innovation. By employing GPS technology, LBA finds consumers, responds to what they are doing and follows them wherever they go. This study defines LBA and examines the strengths, weaknesses, threats and opportunities. The SWOT analysis showed innovation and expansion of location-based advertising and established that the strengths and opportunities far outweighed the weaknesses and threats. However, the concern for privacy is a constant throughout all discussions of LBA.

Effective Networking: A Key Success Factor For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

Finding answers to your questions often starts with knowing who to call. And knowing who to call is made easier by building and maintaining an effective network.

Glenn Muske, small business specialist for North Dakota State University Extension, outlines effective ways to build your network online and in-person. Check out the Glenn’s small business guide to networking, "Effective Networking: A Key Business Success Factor," and add it to small business game plan for success!

Standing Out From The Competition Through Marketing: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

It can’t be said enough that “build it and they will come” is just a myth. A “one-and-done” effort will not get you what you want, either. Developing a successful business means putting a marketing plan that creates and maintains awareness of your product and/or services.

Learn how to build your marketing plan from Glenn Muske, small business specialist for North Dakota State University Extension with his guide on "Standing Out From the Competition Through Marketing."

Connecting With Others Brings Business Success: Are You Engaged? A Guide To Effective Networking For Small Business Owners., Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

Finding answers to your questions often starts with knowing who to call. And knowing who to call is made easier by building and maintaining an effective network.

Glenn Muske, small business specialist for North Dakota State University Extension, outlines effective ways to build your network online and in-person. Check out the Glenn’s small business guide to networking, "Effective Networking: A Key Business Success Factor," and add it to small business game plan for success!

Marketing And Your Small Business: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

It can’t be said enough that “build it and they will come” is just a myth. A “one-and-done” effort will not get you what you want, either. Developing a successful business means putting a marketing plan that creates and maintains awareness of your product and/or services.

Learn how to build your marketing plan from Glenn Muske, small business specialist for North Dakota State University Extension with his guide on "Marketing and Your Small Business."

Advertising In The Digital Age, Singapore Management University

Perspectives@SMU

Algorithms, big data and real-time computing are revolutionising the advertising industry, but brands still need to be clear about their business objectives to maximise advertising returns

Effects Of Online Sponsored Advertising On Consumer Attitudes, Cassidy Maksy

Honors Projects in Marketing

Effectively utilizing persuasion techniques in advertising is essential for businesses to master in order to stay ahead of its competitors. This research project investigates the ways in which marketers advertise brands and products in the online environment, specifically on the social networking sites Twitter and Facebook. More specifically, the implementation of different techniques and credibility of sources will be examined to help gauge the effectiveness of advertisements. By utilizing the constructs of the Persuasion Knowledge Model and source credibility, the attitudes toward brands and advertisements within the online environment was tested. The goal of this research is to evaluate the …

A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich

Senior Honors Projects

Restaurants can benefit greatly from carefully constructed public relations efforts. A strong plan and a dedicated use of both traditional and new media can help restaurants grow their business. It can be much more difficult for local, mom & pop restaurants to gain the attention that will boost their business than for large corporate chain companies who already have a well-known name. A positive public image of a restaurant is vital to its success and public relations strategies can help this to be achieved.

A solid social media presence, community involvement, local newspaper advertisements, special offers and public events can …

2015 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

The Role Of Music In The Enhancement Of Marketing, Kaitlyn V. Neese

Senior Honors Theses

Marketers use thousands of techniques in order to create the ideal brand image for products and services. There is no detail left unconsidered at the end of a marketing proposal. Everything from the font on a package to the actor used in commercials is extremely thought-out because marketers are not trying to sell a product; they are trying to sell a brand. Because of this, music is becoming increasingly important in marketing decisions. The types of music playing in a store, on a commercial, on a website, or at a worksite can all effect the image of a product, and …

Consumer Perceptions Of Cross Promotional Strategies: Exploratory Research In The Music And Fashion Industries, Nora E. Heally

Journalism

The aim of this study was to explore how cross-promotion and experiential marketing influence brand building within the context of the music and fashion industries.

A-B testing was used to collect data on user perception of different design elements on a point-of-purchase web page. The data was analyzed to determine which design elements were most successful in positively influencing purchase intent of the user.

Overall, the participants is this study favored the treatment websites (58% average) to the control websites (42% average). To appeal to the consumer and begin the experiential marketing process for an event, a website should contain …

Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich

Faculty Publications

This study examines how scholarly research on consumer brand relationships has evolved over the last decades by conducting a bibliometric citation meta-analysis. The bibliography was compiled using the ISI Web of Science database. The literature review includes 392 papers by 685 authors in 101 journals. The area of consumer brand relationships research is notably interdisciplinary, with articles mainly published in journals for business and management, but also applied psychology and communication. We show the impact of universities, authors, journals, and key articles and outline possible future research avenues. The study explores seven sub-research streams and visualizes how articles on consumer …

Explorations Of Perceived Product Efficacy, Veronika Ilyuk

Dissertations, Theses, and Capstone Projects

Prior research has largely treated perceived product efficacy as a one-dimensional construct. This research uniquely demonstrates that perceived product efficacy is comprised of several dimensions and focuses on one previously unexplored dimension that has significant implications for consumption frequency: perceived duration of product efficacy. The current research shows that consumers make biased duration judgments of product efficacy: consumers make shorter (vs. longer) duration judgments when they perceive a concurrent task to be relatively difficult (vs. easy). The effect of perceived task difficulty on duration judgments of product efficacy is (1) established with energy-enhancing products and medication, (2) shown to be …

Dispersion Of Marketing Capabilities: Impact On Marketing’S Influence And Business Unit Outcomes, Michael T Krush, Ravipreet Sohi, Amit Saini

Department of Marketing: Faculty Publications

The marketing function of firms continues to evolve into many configurations, including the dispersion of marketing capabilities. This study evaluates the effects on the marketing function’s influence when marketing capabilities are dispersed across multiple boundaries. Using a sample of marketing executives, we study the effects of two forms of marketing capabilities dispersion: intra-organizational dispersion and inter-organizational dispersion. We examine the impact of these forms on marketing’s perceived influence within the firm. We also investigate marketing’s influence on customer responsiveness, along with three distal outcomes: marketing strategy implementation success, relationship portfolio effectiveness, and business unit performance. Our findings reveal that marketing’s …

Relational Behavior Of Leaders: A Comparison By Vocational Context, G. Ronald Gilbert, Robert C. Myrtle, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Organizational researchers widely acknowledge that positive relational behavior is associated with leadership effectiveness. In this exploratory study, we seek to extend previous research examining contextual factors that influence leadership style based on the characteristics of person–vocation fit. Using information derived from a 360° assessment that included one’s top managers, peers, and subordinates (N = 934), we find that leaders working in settings that attract Holland’s Social (S) types demonstrate more positive relational behavior than those who work in Realistic (R) type work settings. Our research also indicates that the relationship between leadership style and perceived effectiveness varies based on …

Defining A Filipino Heritage Brand In The Digital Age, Paz Esperanza T. Poblador

Center for Business Research and Development

How does an undefined yet strong heritage human brand compete in this rapidly-evolving, social-media crazed, digital-marketing driven business environment? The fiercely competitive arena of the fashion industry, where artisanal apparel tends to be so quickly commoditized by imitators and aggressive competition from top-of-mind global mass-produced brands, is where Filipina designer Patis Tesoro has been thriving and surviving as a passionate serial entrepreneur for over four decades now. Regarded as The Grand Dame of Philippine Fashion, she has done her fair share in uplifting homegrown arts and crafts by meticulously creating unique pieces of textile, clothing, home decor, and fine art, …

What Could Tourism Do To A Small Fishing Village: A Case Study Of The City Of Weihai, China, Xiaofan Cui, Jerome Argusa, Babu P. George, Joseph Lema

Management Faculty Publications

Weihai City, located on the east end of Shandong Peninsula in Northeastern China was once a small and remote fishing village. In recent years Weihai City has become one of the most popular tourism destinations in China. The tremendous development of tourism has had a significant impact on Weihai’s economy, physical environment, and culture. Weihai is now famous for the beautiful coastal scenery, high quality leisure living, and a strong Korean and increasingly Russian influence. This study examines the perception of Weihai residents on the position of Weihai as a tourist destination and also their vision of Weihai’s future tourism …

The Ceo Branding Mix, Marc Fetscherin

Faculty Publications

What do Donald Trump, Mark Zuckerberg, Oprah Winfrey, Richard Branson and Jeff Bezos have in common? They are not only CEOs and living icons of the brands they created but also brands themselves. There are many reasons why CEOs today get more attention than in the past. When the media are looking for a business story they often turn to CEOs or founders. Some companies are larger than countries in terms of number of citizens or employees or in revenue. For example, Walmart has about 2.2 million employees, comparable to the population of Qatar, Namibia, or Slovenia, and its revenues …

Protecting Consumers From Themselves: Consumer Law And The Vulnerable Consumer, Neil M. Browne, Kerin B. Clapp, Nancy K. Kubasek, Lauren Biksacky

Economics Faculty Publications

Attitudes toward consumer protection are shaped primarily by complex assumptions about human nature and its interaction with modern marketing. The dominant perspective governing American consumer law is individualism, a descriptive and frequently normative assumption that places watchdog responsibilities on the individual consumer. This perspective is described and analyzed through an examination of public policy arguments about (1) advertising that targets children, (2) restrictions on consumption of sugared beverages, and (3) creation of the Consumer Financial Protection Board. Individualism is then contrasted with the portrayal of consumers as vulnerable. Specifically, insights from behavioral economics and neuropsychology are used to gain a …

Ua1c11/62 Potter College Of Arts & Letters Photo Collection, Wku Archives

WKU Archives Collection Inventories

Photographs pulled from Potter College of Arts & Letters records.

How Are Brand Names Of Chinese Companies Perceived By Americans?, Marc Fetscherin, Adamantios Diamantopoilos, Allan K.K. Chan, Rachael Abbott

Faculty Publications

Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from Chinese companies was assessed. Design/methodology/approach – A 2 × 2 experimental design was used, whereby brand names are categorized by string length (short vs long) and semantic relevance to English (with vs without). Respondents’ perception of the Chinese language in terms of pronounceability, language familiarity and language …

Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley

Walden Dissertations and Doctoral Studies

Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered …

Aligning Sales Promotion Strategies With Buying Attitudes In A Recession, Paulin Adjagbodjou

Walden Dissertations and Doctoral Studies

Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. …

Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood

Walden Dissertations and Doctoral Studies

Greenwashing means the advertisement of goods and services that are alleged to be of benefit to the environment, and is a phenomenon that persists as an advertising tactic in corporate marketing. Research has found that consumers are distrustful of greenwashing, as many claims of eco-friendly products have been shown to be false. This crisis of confidence recalls scandals of the past decade related to insider trading, price fixing, and lack of corporate social responsibility placing the brand equity of major corporations at risk. Given a limited understanding among corporate leaders of consumers' experiences with greenwashing, the purpose of this phenomenological …

Ua68/17/2 Potter College Of Arts & Letters Theatre & Dance Western Players / Summer Players, Wku Archives

WKU Archives Collection Inventories

Records created by and about the Western Players theater group including the Summer Players.

International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. Mcfarlin

Management and Marketing Faculty Publications

As the economies of many countries become more interrelated, international managers are facing huge challenges and unique opportunities associated with their roles. Now in its fifth edition, Sweeney and McFarlin's International Management embodies a balanced and integrated approach to the subject, emphasizing the strategic opportunities available to firms on a global playing field, as well as exploring the challenges of managing an international workforce.

Integrating theory and practice across all chapter topics, this book helps students to learn, grasp, and apply the underlying principles of successful international management:

• Understanding the broad context of international business, including the critical trends impacting …

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

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.

Brand Planning—It's More Than Jingles, Chuck Beck

White Papers

A strong brand is important selling to consumers and building customer loyalty. This is just as true when you are seeking business in the government marketplace. A brand plan gives your company the right kind of visibility to attract contracting agents.

Examining Community Attitudes Toward Manufactured Housing, Lisa Tyler

Walden Dissertations and Doctoral Studies

Despite the need for affordable housing, consumers have failed to recognize manufactured housing as a viable alternative to site-built housing. The decline in market share for manufactured housing and subsequent decrease in sales has threatened the sustainability of manufacturers, retailers, suppliers, and support organizations. The purpose of this correlational study was to determine the extent that respondents' demographic and socioeconomic characteristics, perceptions of manufactured home characteristics, and perceptions of manufactured home occupants and neighborhood characteristics predicted the acceptance of manufactured homes. The model of acceptance of manufactured homes provided the theoretical framework for the study. Data were collected from 2 …

Determinants Of Demand For Cable Tv Services In The Era Of Internet Communication Technologies, Michael Gorodetsky

Honors College Theses

The rise of the Internet Communication Technologies (ICTs), such as video-on-demand (VOD) services, is expected to have substantial impact on the entertainment industry. In particular, cable TV is likely to be one of the media channels most affected by the expansion and development of these new technologies. Given these changes and the fact that the signs of the cable TV viewership decline are starting to show, it is important to investigate the potential of the loss of competitive advantage of television programming services.

Most of the existing research on the topic focuses on the relationship between TV viewing and Internet …