Advertising and Promotion Management Commons^™

Effective Methods Of Marketing An On-Campus Resource To College Students, Samantha Gary

Graphic Communication

The problem this research it attempting to solve is how to market an on-campus resource to college students. Through conducting surveys, gathering research, reviewing case studies, and analyzing data, the author has found that the answer is to not to segment college students by major. It is more effective to figure out what a typical students’ needs are and address them by providing a solution to their problems. By strategically placing printed posters around campus that capitalized on student’s needs for study breaks and outlets to tap in to their ideas, the author found that more students respond to this …

Business Model: California Agriculture Marketing Agency, Mary M. Alameda, Emma L. Larson

Agricultural Education and Communication

The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.

The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and …

Impact Of Photo Angle On Food Perceptions And Evaluation, Austin B. Jacobs

Undergraduate Honors Theses

Food photography is an increasingly popular phenomenon, especially on social media. There are over 215 million photos on Instagram with the hashtag “food.” There is a growing trend to showcase the food on social media, as both health and “food art” has become part of popular culture. The purpose of this project is to explore how the photo angle utilized in the image influences a number of consumer outcomes, including evaluations of the food itself, the company, and desire to interact with the image. Specifically, pictures of food commonly employ either a three-quarter downward looking angle (as if you were …

Validation Of Commercial Business Lists As A Proxy For Licensed Alcohol Outlets, Heather A. Carlos, Joy Gabrielli, James D. Sargent

Dartmouth Scholarship

Studies of retail alcohol outlets are restricted to regions due to lack of U.S. national data. Commercial business lists (BL) offer a possible solution, but no data exists to determine if BLs could serve as an adequate proxy for license data. This paper compares geospatial measures of alcohol outlets derived from a commercial BL with license data for a large US state.

The Pr Of Csr For The Casino Industry: A Review Of Challenging Corporate Social Responsibility: Lessons For Public Relations From The Casino Industry, Andrew B. Gustafson

UNLV Gaming Research & Review Journal

This is a review of Jessalynn Strauss' recent book, Challenging Corporate Social Responsibility: Lessons for Public Relations from the Casino Industry. Through an analysis of Casino’s CSR practices, Strauss raises some serious concerns about this alignment between CSR and PR, and provides reasons to doubt whether SCR done for strategic bottom line interests rather than purely ethical reasons will consistently accomplish what the casinos set out to achieve.

Creative Advertising Portfolio, Hayley E. Sunderman

Senior Honors Projects, 2010-2019

Since I was a young child, all I wanted was to draw and write. I would compose entire binders of my artwork, as well as Microsoft Word documents of the beginnings of mystery novels. As I grew older, I let my self-doubt take over and I convinced myself that I was not talented enough to pursue any type of creative career path. I came into college as a Marketing major knowing that my future career options would be fairly vast. During my junior year, I realized my strong desire to work in creative advertising. Graphic design, copywriting, photography, videography, and …

One Hundred Dollars Now Or A Half Million Dollars Later?, Phuong Nguyen, Dr. Sheila Goins

Celebration of Learning

Most people do not think about retirement savings early enough and miss years of compound interest earnings. According to Investopedia, the average 55-64 year old American has approximately $104,000 in retirement savings, which translates into $310 income per month. The prospect of millions of seniors living well below the poverty level is not ideal. The purpose of our study is to determine if different methods of envisioning the future can prompt millennials to increase their savings early in life. Land-use management experts use a “backcasting” approach to generate future scenarios that enable planners to easily identify strategies to achieve those …

The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, Jessica L. Kosak

Senior Honors Projects

Over the past few years, cause-related marketing has become a prevalent aspect of brand building in many businesses. Cause-related marketing (CRM) can be defined as “a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit” (Pringle & Thompson, 1999, pg.1). The key word in this definition is “strategic” because a brand must think strategically about which cause they want to associate with their brand in order to differentiate their brand and be relevant to consumers. In today’s world, consumers want to have a connection and feel confident in …

Senior Business Seminar Proposal, Alex C. Mcgrainer

Senior Honors Projects

How could a single idea increase the value of a university’s college of business? My project aims to do this through the successful implementation of a single class. It addresses some of the most important factors that current and prospective students should consider while they undergo their college searches, such as the post-graduation employment rate and starting salary across majors of interest.

My inspiration for the topic came from students struggling to find a job. I realized that every year around March, they would begin to suffer due to the self-inflicted pressure of being unemployed after commencement. I immediately knew …

Now Presenting: Uri Theatre, Allyson Schiller

Senior Honors Projects

Honors Project Abstract

In my years as a theatre student and practitioner, I have learned that the most creative people aren’t necessarily found center stage. For every actor taking a bow, there are numerous support staff who created the production that will bring actors acclaim. Without an audience, the work of these artists will remain unseen and unappreciated. Therefore, those who promote the performances are certainly an integral part of the theatrical process. Often referred to as “show business”, the ticket sales and revenue are essential to the health and well being of any theatrical organization. URI Theatre, like any …

Total Immersion: Virtual Reality's Path To Mass Adoption, Joshua Daghir

Renée Crown University Honors Thesis Projects - All

With the release of devices such as the Oculus Rift, HTC Vive, and Google Daydream in 2016, virtual reality seems poised to take over the tech and media landscape. Professional estimates of the projected popularity of these devices span extremely wide ranges, and many of these predictions fall victim to a self-serving bias. The purpose of this research is to identify the variables that affect the spread of the use of virtual reality, and to analyze how the characteristics of modern virtual reality relate to these variables. The framework used to identify and assess these variables comes from Everett Rogers’s …

Changefest: Creating Significant Positive Change In Just One Day, Elana Rivkin

Senior Honors Projects

Upon getting involved with, and eventually becoming the President of, the student organization, Thrive, I felt a spark of innovation within me. Thrive is an entrepreneurial organization centered around helping students create socially impactful projects. While each member initially worked on their own individual projects, we capitalized on the connections and resources we had mutually to create something bigger than ourselves as a group. That is where the idea for ChangeFest came about. ChangeFest is a day-long event where students have the power to make substantial change on their campuses. Many college students lack the intrinsic motivation to push themselves …

Bilingual (Spanish-English) Marketing As A Catalyst For Cultural Awareness: The Effect On Parents In The Toy Market, Margo K. Bailey

Honors Scholar Theses

Due to globalization, multinational companies are increasingly cognizant of the language used in marketing materials. The growing Hispanic population in the U.S. and the increasing desire to learn and consume English in Spain makes marketers think twice about how they use language. This research is multi-method, using in-depth interviews and an experiment to learn more about how languages are used in advertisements to target monolingual and bilingual consumers within a country, and how consumers respond to monolingual and bilinguals advertisements.

I started by interviewing two marketing managers with experience in bilingual advertising in various media to better understand their decisions …

Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters

Undergraduate Honors Theses

This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton

Undergraduate Honors Theses

This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …

#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, Caroline L. Hacunda

Senior Honors Projects

Since 2009, the University of Rhode Island has offered Alternative Spring Break trips to students who are passionate about service and want to become more involved within the community doing meaningful and engaging volunteer work. These trips are completely student planned and fundraised with the guidance of a group of student leaders for each trip. Over the years, this program has exponentially grown, leading to our biggest year yet with two trips staying in Rhode Island and three out of state trips offered in 2017. In the past, the spring break trips were hosted by URI S.A.V.E.S and URI Habitat …

Lcw Marketing Newsletter Volume 7 Issue 1, Touro College Lander College For Women, Lander College For Women

Yearbooks and Newsletters

No abstract provided.

The Free-Play Tax Deduction Debate: How Academic Research Can Help, Anthony F. Lucas, Katherine Spilde

UNLV Gaming Research & Review Journal

Free-play is the primary play incentive for slot players in many jurisdictions, with some campaigns eclipsing $50 million in annual redemptions. The efficacy of these incentives remains questionable at best, creating some contentious tax policy issues. Operators want to deduct the face value of these offers from taxable gaming win, based in part on the assumption that they expand the tax base; however, many regulators and taxing authorities question this claim. Any failure to fully recover redeemed free-play creates a deduction that is partially funded by tax payers. Arguments on both sides of this complex tax policy issue are thoroughly …

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …

Shopping With Strangers: Grocery Shopping Behaviors Of Generation Z, Madelyn Olsen

Honors Theses

Marketers frequently segment different populations by generation to target their products more efficiently. Each generation has its own characteristics and behaviors. Marketers use these characteristics and behaviors to improve ways to get consumers’ attention, increase interactions with brands, and increase purchase of products and services.

In a rapidly changing world, these generations are becoming increasingly visible and identifiable due to the integration of technology and social media into daily life. The generation that this study focuses on is called Generation Z. Generation Z has not been fully identified yet because their group is still emerging. Researchers have found it difficult …

Collegiate Media Literacy On The Muslim Community, Tori Wood, Victoria Lanaghan, Abeer Anwaar, Rochele Rosa

Steeplechase: An ORCA Student Journal

A research report measuring the media perception of the average college student in the context of the muslim community and religion. By using a media clip from CNN and distributing a survey on the prior and post watching viewpoints, the perceptions of the muslim community and religion by a college student were analyzed. This report evaluates the accuracy of the media's portrayal of the muslim community and college student's media literacy on the topic in America. Results depict that college students have a deeper understanding of the muslim community that goes beyond the American media portrayal. The report concludes that …

The Tipping Point: A Case Study Of The Bernie Sanders Movement And Hashtag Activism In The Postmodern Public Relations Perspective, Alissa Sommerfeldt

Steeplechase: An ORCA Student Journal

Within the field of public relations, professionals utilize case study methodology to research efficient public relations tactics and strategies. Specifically, a public relations case study is an-depth qualitative analysis of a particular public relations campaign performed by an organization, providing a vital tool for public relations scholars to study complex phenomena within their contexts (Baxter, 2008, p. 2).

This particular case study will be examining public relations in a deeper sense than the traditional view of public relations merely serving as a relationship management role within an organization. Instead, public relations activism as a demonstration of the postmodernist worldview will …

Kalamazoo Wings Student Participation Campaign, Kelly Hughes

Honors Theses

This public relations campaign is to increase participation of Western Michigan University students at Kalamazoo Wings hockey games. The *millennial audience represents 25-30% of many professional sports teams’ overall revenue base (Fisher 2015). Western Michigan University students have low participation at Kalamazoo Wings hockey games since they do not even make up 1% of the fans that attend Kalamazoo Wings games. The campaign goal is to increase participation of Western Michigan University students at Kalamazoo Wings hockey games by 25% by May 2018. *Millennial: A person reaching young adulthood in the early 21st century.

My research has indicated that the …

Western Michigan University’S Department Of Dance Marketing Plan, Cassandra Hartline

Honors Theses

The following report constitutes the formal marketing plan for the department of dance at Western Michigan University. This plan is intended to synthesize all of the marketing related information pertinent to Western’s dance department and provide easy one step access to this material at any time. The other purpose of this plan is to dictate the primary objectives the department is looking to accomplish through implementation of marketing tactics.

The first primary objective includes increasing visibility of the department of dance as a whole to both our primary and secondary target audiences; the second objective is to create innovative marketing …

M'Mmm, Branding: Marketing, Music, And Merchandise, Miaojian Zheng, Paul Z. Armstrong, Hannah Neeley, Emily Keene

Collin College Undergraduate Interdisciplinary Student Research Conference

Panel Chair: Lisa Roy-Davis

Papers Presented:

"Personality or “Impersonality”? A Case Study of a Niche Luxury Brand’s Online Emotional Branding Strategies" by Maiojian Zheng

"Confront the Ethical Issue: The Luxury Industry's Lack of Transparency An Ethical Ad Campaign of Maison Marton Margiela" by Maiojian Zheng

"The Future of the Fashion Industry" by Paul Z. Armstrong

"Beauty Standards: An Historical Exploration" by Hannah Neeley

"The 1950s: American Fashion at Midcentury" by Emily Keene

Two Perspectives On Violence In Business, Ian Bristol Whatcott, Karson Fronk

Marriott Student Review

Violence has become common place in business strategy, taking on many forms. Some use violence in rhetoric as they compete with other companies while others use sell violence as entertainment. Many people are familiar with violence in their organizations. This article looks more into how effective violence is to a company's performance. It examines recent research done by professors at different universities on the subject. It offers two perspectives, looking first at violent rhetoric and then how violence advertisements affects a firm's bottom line. The article finds that exposure to violent rhetoric outside a firm affects employee's ethics more than …

Buzzwords: Jargon That Will Keep You Going Through The Year, Annie Pond

Marriott Student Review

Business jargon to help you throughout the year.

Infringed: Appropriation Art And Intellectual Property, Benjamin A. Stern

Student Scholar Showcase

This thesis is an exploration of appropriation art specifically referencing policies regarding fair use and focusing on the legal, ethical, and social issues that are associated with appropriating another artist’s work. Though highly controversial, appropriation art has been seen in a wide array of media and has impacted various artistic movements. The accompanying artistic project to this thesis, titled Infringed, uses three historically important copyright infringement court cases to discuss the legality of transforming others work into new and original pieces. Each of the three court cases will be represented in a poster series that explores the concepts of …

Hollywed: Product Placements In American Wedding Films, Charlotte A. Galamb

Student Scholar Showcase

My study examines wedding fashion product placement in feature films from 1989 to 2017. My research will provide a brief history of product placement as well as address expert’s understanding of the effectiveness of product placement. A study on fashions surrounding the year the film’s gown reached box offices will ask if films have a demonstrable impact on the wedding fashion industry.

Gender Inequality In Sport Illustrated Advertisements, Elizabeth Kelly

Student Scholar Showcase

As sports have increased over the years, so has the media coverage and representation of teams and athletes. Women’s athletics drastically grew after the establishment of Title IX in 1972. As the participation of females in sport grew, so did the coverage of them. This study analyzes athletes modeled in advertisements of Sports Illustrated from 2010 – 2016. With a total of 497 advertisements analyzed, the improvement of female representation was evident. The number of female athletes featured in media outlets has increased, yet is still not equal to male athletes. While female athletes are featured more than previous years, …