Advertising and Promotion Management Commons^™

Veal: The Rise Of Generation Interactive, Patrick Aievoli

Zea E-Books Collection

The purpose of this book is to investigate and discuss the premise that the current generation was constructed to be consumers for a transitional marketplace. As the economy shifted from analog to digital, consumers had to be trained to accept, use and progress within a new economic model through changes in societal and economic patterns. During the course of this book those patterns will be discussed and displayed as a confluence of: Marketplace manipulation, Abusive use of technologies, and Lack of governance.

In this book I discuss how those events are reflected in the habits and lifestyles of the current …

Cruise Tourism : The Cork Perspective, Lavina Madalina Untea

Theses

Cruise industry has presented an energetic and lively development in recent years. However, the research conducted in Ireland on the topic of Cruise Tourism is inadequate. This research study aims to close a gap in the Irish tourism literature, as there was no other similar research previously done in Ireland. The researcher intends to find what is relevant and meaningful for the present and future cruise tourism in the Cork region, from the perspective of the key stakeholders. The author hopes to provide the relevant officials with a background in the cruise tourism in Cork and enlighten them on the …

Business Plan - Art Marketing, Michelle Yu

MA Projects

Michianna & Co. is an art marketing company focusing on promoting Chinese contemporary artists in the Western art market (mainly New York).

Pomegranate Juice Can Do That? Navigating The Jurisdictional Landscape Of Food Health Claim Regulation In A Post-Pom Wonderful World, Hilary G. Buttrick, Courtney Droms Hatch

Scholarship and Professional Work - Business

Thirty years ago, the most the consumer expected out of his or her morning glass of juice was a little extra vitamin C. By 2010, the consumer expected a lot more. POM Wonderful’s pomegranate juice, for instance, promised to improve cardiovascular health, treat erectile dysfunction, and combat prostate cancer.¹ Those claims made orange juice look a little pathetic. Of course, those wild promises also landed POM Wonderful in hot water with the Federal Trade Commission (“FTC”) for misleading the public with scientifically unsubstantiated health claims.²

Legitimacy Of Local Food In The U.S. Market: Comparative Consumer Perspectives, Ali Asgari

Theses and Dissertations--Agricultural Economics

Measures of legitimacy have been described in terms of four legitimacy types, regulatory, normative, cognitive, and industry. This study provides one of the first and only empirical examinations of legitimacy, particularly with an application to local foods and sheds light on how consumers view various types of legitimacy related to local food. To apply the concept of legitimacy to local foods marketing, we take an empirical survey asking about consumer perspectives of local food, along with different shopping behavior questions.

Using cumulative logit models, results of the legitimacy models suggest that core consumers are more likely to place a high …

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry

Department of Marketing: Faculty Publications

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and …

Who Will Be The First To Buy Autonomous Vehicles? An Application Of Everett Rogers’ Diffusion Of Innovations Theory, Reilly Jackson Umberger

CMC Senior Theses

Autonomous, otherwise known as self-driving, vehicles represent the future of transportation. Vehicles that drive themselves offer far reaching benefits from increased leisure and productivity for individuals to significant improvements in congestion and infrastructure for governments. The autonomous car will radically change the way we look at transportation, and they are right around the corner. However, the question remains: are we ready? Are we, as a society, ready to hand over the steering the wheel and trust autonomous vehicles with our safety? This paper predicts how the autonomous car will spread through society by analyzing and applying the product qualities and …

The Impact Of Status Consumption On Luxury Consumption Behaviors: The Influence Of Culture, Don L. Faulk

Honors College Theses

Status consumption refers to why people consume luxury products. Over the years a great deal of research has been done as to what factors are linked to status consumption. However there has been little research done on millennial’s status consumption trends. This study examined why millennials consume for status from a cultural angle (individualism and collectivism, power distance, and ethnicity). The survey findings suggest that while the motivation to consume for status and the cultural variable of power distance significantly impacted status purchase intention, individualism/collectivism and ethnicity did not. This study also delves into managerial implications of our results.

Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle

Honors Undergraduate Theses

Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …

The Effect Of Workspace Layout On Individual Perceptions Of Creativity Across Generational Cohorts, Leslie Estelle Barrett

Walden Dissertations and Doctoral Studies

Organizations strategically design the physical work environment to enhance employees' creativity. Understanding the impact of workspace layout on individual perceptions of creativity across generational cohorts can be vital to sustaining organizational competitiveness. Researchers have theorized that workspace layout affects employees' perceptions of creativity; however, few studies have looked at the effect of generational cohort on this relationship. A quantitative study was conducted to examine the effect of workspace layout on individual perceptions of creativity across generational cohorts. A sample of 162 participants completed an online demographics questionnaire as well as aKEYS, a modified version of the KEYS to Creativity and …

The Expansion Of Conscious Capitalism Into The Marketing World: Do Marketing Managers Practice 'Conscious' Marketing?, Gary Ottley

2016

Conscious capitalism is a business philosophy that, through its four foundational principles – higher purpose, stakeholder integration, conscious leadership, and conscious culture and management – reflects a move to elevating marketing to a higher level. Combining the axioms of service-dominant (S-D) logic with the tenets of conscious capitalism, the construct “conscious marketing” is developed. Conscious marketing is the manifestation of conscious capitalism in a marketing context, seen through the lens of S-D logic and influenced by a stakeholder orientation to marketing.

This research defines and delves into the meaning of the conscious marketing construct informed by extant literature, and develops …

Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik

Walden Dissertations and Doctoral Studies

The advent of digital cameras, including those in smartphones, has caused an upheaval in

the photo industry that led to the bankruptcy of Kodak and the closure of most

independent photo stores. The purpose of this multiple case study was to explore

marketing strategies that specialty photo retailers in the United States have used to grow

revenues after the shift to digital imaging technologies. The conceptual framework of this

study was Rogers's diffusion of innovations model specifying typical movement of

information through communications channels in a social system over time. Data sources

included semistructured interviews with 5 photo retailers, photos …

Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty

Walden Dissertations and Doctoral Studies

Business leaders often leave more than half of the world's population the bottom of the pyramid (BOP), a $5-trillion market of potential consumers untapped for products and services on account of failing to see BOP markets as profitable for business, yet business leaders who have managed inclusive BOP marketing in Nigeria have experienced profit margins as high as 120%. The purpose of this multiple case study was to explore strategies of business leaders who market to BOP consumers in Nigeria and maintain a profit. The study population consisted of 3 business leaders in the Dallas and Fort Worth metropolitan area …

Marketing And Microbusiness, Joran Premo-Hurt

Walden Dissertations and Doctoral Studies

Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new information. After transcribing the interviews, member checking occurred, as each participant received a summary of the interview, along with thematic …

The Value Of Customer Relationship Management In The Service Industry In Egypt, Rasha Ahmed Negm

Walden Dissertations and Doctoral Studies

Researchers have demonstrated that customer centricity strategies, including customer relationship management (CRM), contribute to 33% of the formula for organizational success. Relationship management theory was used to frame this single case study focused on the factors contributing to successful CRM strategies used by business leaders in a multinational organization in the service industry in Egypt. This company was chosen for its successful implementation of CRM strategies, as shown by online reviews, the company website, and market reputation on its effective campaing results. The population consisted of managers working in the marketing department for more than 5 years. Data collection included …

Getting The Green: Understanding The Market For Eco-Friendly Tires, Julia E. Mallinak, Kira L. Sizemore, Nicholas A. Moyer, Pauline G. Gaynesbloom, Kyle R. Costal

Williams Honors College, Honors Research Projects

The Goodyear Tire and Rubber Company has developed a new tire that replaces petroleum with a more sustainable resource: soybean oil. Following an unexpected surge of popularity in the press, Goodyear decided to look into marketing options for this new tire. For this purpose, the research team is testing market reactions to eco-friendly products, reactions to specific tire names, and potential pricing options for the tire.

Previous research indicated multiple areas of concern, including a general skepticism towards “green” terminology, perceptions of low quality in eco-friendly products, and a lack of willingness to purchase eco-friendly products in older generations. The …

Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas

Walden Dissertations and Doctoral Studies

Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with …

Marketing Strategies Restaurant Leaders Use To Develop Their Customer Base, Carrie Weinreich

Walden Dissertations and Doctoral Studies

Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and …

Strategies For Real Estate Professionals To Compete With Internet Organizations, Jennifer Dorwart

Walden Dissertations and Doctoral Studies

There has been slow growth among traditional residential real estate organization managers to communicate among the real estate industry successful e-commerce strategies. Grounded in diffusion of innovation theory, the purpose of this descriptive case study was to explore strategies traditional residential real estate managers use to compete with e-commerce real estate managers. The study population comprised traditional real estate office managers in western Nebraska who had at least 5 years' experience in developing successful e-commerce strategies and had sold a home in the past 5 years. I conducted a thematic analysis on the data collected via semistructured interviews and company …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

Leader Strategies To Reduce Sales Personnel Attrition, Nicole Lea Hawkins

Walden Dissertations and Doctoral Studies

Because sales are the primary revenue generators for insurance companies, reducing attrition of sales agents is essential to organizational success. The purpose of this single descriptive case study was to explore strategies that 6 Nebraskan sales leaders within the insurance industry used to reduce attrition. Participants had experience in sales leadership and the attrition of sales personnel and were able to provide insight into the unique perspectives on attrition in the insurance industry. Participants met the following criteria: (a) manage an insurance sales office or organization or (b) held an insurance sales leadership position for at least 1 year and …

Strategic Managerial Responses To Critical Service Events In Restaurants, Douglas Grant Edwards

Walden Dissertations and Doctoral Studies

Inappropriate managerial responses to critical service events (CSEs) in restaurants contribute to an increased rate of customer defection and restaurant failure. Some restaurant managers lack employee-training strategies that may enhance service recovery from CSEs. This case study explored what employee-training strategies participants deemed essential to enhance service recovery to CSEs. The population for this study was restaurant managers from a U.S. regional chain in South Carolina with at least 3 years of employee-training experience. Organizational learning theory was the conceptual framework for this study. Data collection included semistructured face-to-face interviews with restaurant managers and an exploration of company archival documents …

Marketing Strategies Of Small Traditional Travel Agencies In A Technology-Driven World, Charice Hayes

Walden Dissertations and Doctoral Studies

In 2012, there was a 70% increase in online travel booking, resulting in small traditional brick-and-mortar travel agencies having serious difficulties with obtaining and retaining customers. The purpose of this case study was to explore online marketing strategies that leaders of small traditional travel agencies have used to successfully obtain and retain customers. Technology disruption theory was the conceptual framework of this study. Using criterion sampling, the population for this study consisted of 3 leaders of small traditional travel agencies located in the state of Maryland. Data collection consisted of interviews, observations, and review of documentation, such as displays, websites, …

Strategies To Implement Iso 9001 In A Government Organization In Jamaica, Yvette M. Castell

Walden Dissertations and Doctoral Studies

Managers of government organizations in Jamaica often have difficulty implementing the International Organization for Standardization (ISO) 9001 standard. Jamaica's Minister of Industry, Investment, and Commerce considered ISO 9001 certification as critical for international competitiveness as lacking the standard had the potential to become a barrier to trade. The purpose of this single case study was to explore the strategies that managers of a government organization in Jamaica used to implement ISO 9001 successfully. The conceptual framework was the total quality management concept encompassing Deming's plan-do-check-act cycle. Data collection entailed organizational document reviews and semistructured interviews of 4 managers in an …

Branding Strategies Of Private International Schools In India, Balasubramanian Varadarajan

Walden Dissertations and Doctoral Studies

Private international schools in India are considered by many to be a quality brand. They have grown rapidly leading to competition among schools for student enrollments. The purpose of this case study was to explore the branding strategies used by leaders of Indian private international schools. The study population consisted of private international school leaders in India as well as the faculty and parents from the study site. The double vortex brand model served as the conceptual framework for the study. Semistructured interviews were conducted with 5 school leaders, 5 faculty, and 5 parents from an international school in Chennai. …

Successful Implementation Of Grocery Store Loyalty Reward Programs, Cristina Reinert

Walden Dissertations and Doctoral Studies

Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from …

Three Essays On Big Data Analytics, Traditional Marketing Analytics, Knowledge Discovery, And New Product Performance, Zhenning Xu

Open Access Theses & Dissertations

In recent years, companies have become aggressive in investing in Big Data Analytics (BDA) for marketing purposes, particularly new product development. One of the basic features of BDA is its promise in delivering automated recommendations or knowledge. For this reason, companies attempt to ascertain if BDA can improve new product performance beyond what Traditional Marketing Analytics (TMA) can.

The overarching question is whether different combinations (BDA and TMA in different levels) of analytics capabilities are able to generate different kinds of knowledge for Knowledge and Information Fusion that could improve new product performance. The aim of this study is to …

Are Primetime Diets Congruent With Dietary Recommendations? Content Analyses Of Food Advertisements In The United States, China, And Singapore, Su Lin Yeo, Wonsun Shin, May O. Lwin, Jerome Williams, Ying-Yi Hong

Research Collection Lee Kong Chian School Of Business

Despite public programs to promote healthy eating among populations in developed and developing countries, the increase in obesity as a result of poor dietary patterns continues to persist. As food advertising has been implicated for contributing to this global health challenge, this study aims to provide empirical evidence on food advertising in a broader global context, across economically and culturally different nations. We conducted a large scale content analysis of the types of food advertised on primetime television in the United States, China, and Singapore, which resulted in the collection of 1,008 television hours. Using the dietary blue2376s proposed by …

Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney

Walden Dissertations and Doctoral Studies

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies …

Marketing Strategies Used By Franchise Small Businesses To Retain Customers, Hilda Jordan Arline

Walden Dissertations and Doctoral Studies

Franchised small businesses will not survive their first 5 years if they cannot implement marketing strategies that appeal to their customers. The purpose of this multiple case study was to explore the marketing strategies that successful franchise small business leaders used to retain customers. The population comprised 4 business leaders at franchise small businesses in North Carolina. Competitive advantage theory and blue ocean theory grounded this study. Data were collected using semistructured face-to-face interviews and review of company marketing materials. Data were thematically analyzed, and 6 themes emerged: personalization of customer service, market segmentation, innovative advertising, networking, brand identity, and …