Advertising and Promotion Management Commons^™

Built Ford Tough, Again: Does Each Generational Group Of Consumers Associate The New Ford Bronco With Positive Feelings Of Nostalgia?, Liv R. Wilson, Emily J. Plant

Undergraduate Theses, Professional Papers, and Capstone Artifacts

This marketing research paper investigates whether various generational groups of consumers associate the new Ford Bronco with positive feelings of nostalgia. The study conducted a comprehensive survey with 420 respondents to determine the extent of nostalgia evoked by new Ford Bronco advertisements among consumers of different age groups. The results of the research suggest a strong and affirmative response to the new Ford Bronco advertisements across all generational cohorts. This implies that the marketing strategy employed by Ford effectively taps into a universal sense of nostalgia, transcending generational boundaries. This finding underscores the brand's ability to connect with consumers of …

The Influence Of Celebrity Endorsers On Brands' Perceived Warmth And Competence, Helene Gilis

Honors Program Theses

The utilization of celebrity endorsers has become a prevalent strategy among marketers in recent years, serving to enhance brand communication and audience engagement. This study examines the dynamic relationships of celebrity endorsements, specifically investigating the impact of perceived warmth and competence on celebrity endorsers through the stereotype content model (SCM). The model was introduced to fill the research gap in a marketing context on the influence of the perceived warmth and confidence of endorsers on the perception of brands and, subsequently, consumer behavior. Furthermore, the research evaluates the consequential effect of brand image on key brand elements, including purchase intention, …

Sugardale Marketing Research Project, Brandon Gray, Xavier Zup, Alexis Rossilli, Robert Britton

Williams Honors College, Honors Research Projects

This is a marketing research project for Sugardale meat company. Our group will be conducting primary and secondary research in order to answer questions and achieve goals that will help the Sugardale meat company market to millennials.

Hartville Potato Chips Proposal, Colton J. Zweifel, Augustine M. Holben, Ashlyn T. Pinkerton, Adam J. Weidmann, Nick S. Maricocchi, Madyson E. Miller

Williams Honors College, Honors Research Projects

My Honors Research Team is assisting the small company called Hartville Potato Chips in their positioning and marketing in the business world. Our group looks to assess position where this company occupies in consumers' minds, how they can leverage their unique position, what companies they can partner with, what companies they partner with that are most successful, and where, financially, company is doing well. Our research will consist of interviews, second hand research, working with client, analyzing of financial materials, and focus groups. The goal overall is bring the company to a better spot in location of customers' heads.

Honors Project Hartville Potato Chips (Final) - College Of Business - Team 5 (Marketing Partnerchip), Isabela Schroeter, Justin Kriess, Trent Thomas, Devin Maddox, Irina Hacck, Jake Lubic

Williams Honors College, Honors Research Projects

TO EXPAND THE HARTVILLE POTATO CHIP COMPANY BRAND IN A WAY THAT WILL CREATE A UNIQUE POSITION IN THE MIND OF THE CONSUMER.

Influencers Endorsement Advertising Methods On Different Social Media Platforms, Sophia R. Annaloro

Honors Undergraduate Theses

Social media marketing has opened a unique spot for Social Media Influencers. With their fame comes a lot of power over their follower's actions. Many things are at play when an influencer works with a brand to create promotional content for a product. Flow theory suggests that an abrupt advertisement does not match the pace or aesthetic of the content they are currently consuming. When one's viewing is abruptly interrupted by an advertisement, the consumers are now aggravated by the product. Distinctive characteristics of different platforms are likely to develop flow differently. This study analyzed how passive versus active product …

Effective Communication Strategy During Crisis: A Case Of The 2010 Toyota Recall Crisis, Masud Mensah

Masters Theses

Crisis communication is an integral part of public relations and organizational management at large involving the timely and strategic sharing of information during a crisis or emergency. Its primary purpose is to ensure that organizations effectively manage and minimize the negative impact of the crisis on their operations and stakeholders, which invariably helps to maintain trust, credibility and restore their reputation. Based on an interpretivist standpoint, the study utilizes qualitative approaches and takes the form of a case study. It offers a comprehensive account of the crisis, including key occurrences, media representation, and public responses, showcasing its international impact via …

The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson

Atlantic Marketing Journal

Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via …

The Black Lives Matter Movement: A Systemic Crisis That Expands Crisis Response Theory, Pam Richardson-Greenfield, Alyssa Reynolds, Ryan Cruz, Monique Bell

Atlantic Marketing Journal

Relevance to Marketing Educators, Researchers, and/or Practitioners – In response to George Floyd’s death, a variety of organizations posted messages against racism and some began to openly support Black Lives Matter, often by name, in their corporate communication initiatives. With promises of financial commitments to uplift Black communities, calls for action, and initiatives to support internal change—large and small companies, non-profits and universities—could be perceived as courageous for establishing new protocols to support such a warranted change. However, in the era of “woke washing,” or inauthentic social justice messaging, the need to assess the authenticity of corporate statements of support …

Healthcare Marketing Communication: Media Usage And Psychographic Profiles For Baby Boomer, Gen X, And Millennial Consumers, Terry Damron, Joe Cangelosi, David Kim, Ed Ranelli

Atlantic Marketing Journal

Abstract

Purpose Preventive health care information (PHCI), which functions as a cost-effective or cost-saving means of reducing mortality and improving life quality, also fuels consumer demand for otherwise underutilized preventive medical services, thereby improving profitability for service providers. This study provides healthcare marketing professionals with media usage insights and psychographic profiles useful for developing effective PHCI communication strategies.

Design This research is based on questionnaire responses (n = 813). Analysis of the variance (ANOVA) was used to assess and compare the importance consumers assigned to online PHCI sources. Factor analysis was used to determine whether attitude patterns tended to …

Corporate Social Responsibility, Advertising Intensity, And Performance: The Importance Of National Philanthropic Environments, Alexey V. Semenov, Arilova A. Randrianasolo

Funded Scholarship

This study investigates the relationships among Corporate Social Responsibility (CSR), advertising intensity, and performance in different national philanthropic environments. National philanthropic environment is defined as the propensity of a nation to be philanthropic. Employing institutional theory, we hypothesize that (1) advertising intensity mediates the CSR/performance relationship, (2) national philanthropic environment moderates the relationship between CSR and advertising intensity, and (3) national philanthropic environments moderate the relationship between advertising intensity and performance. Using a sample of 262 firms from 10 countries, the results support the moderated mediation model. We demonstrate that the success of CSR programs depends on their effective integration …

A Comparative Analysis Of School Choice Factors Influencing Non-Collegiate Flight School Selections Between Groups Of Nontraditional, Traditional, And Teenage Student Pilots, Jingmin Jin

Journal of Aviation/Aerospace Education & Research

To assist with exploring strategies for effectively promoting vocational noncollegiate flight schools to diverse student markets of nontraditional student pilots, traditional student pilots, and teenage student pilots, this study compared and analyzed school choice factors of marketing approaches, relevant people, institutional features, and training program features that influenced these three groups of student pilots’ school selections. The study data was collected via a survey questionnaire, and the sample included 176 participants. There were 42 choice factor survey items, and the participants were guided to rate the level of influence of each factor on their school choice decisions. Descriptive statistics and …

University Student Worker Productivity: A Qualitative Analysis, Amanda S. Mansfield

Murray State Theses and Dissertations

Student worker productivity is an important aspect of higher education, since many functional units rely on student employees to operate. Student workers communicate with all stakeholders of universities, including incoming and current students and their families, alumni, faculty, staff, and community members. Universities facing issues related to budgeting, enrollment, retention, and employability of their graduates can combat those issues by strengthening the largest labor pool on campus, student workers. The study explored what it means to be a productive university student worker within the framework of Social Exchange Theory and Grounded Theory. The study sought to provide recommendations to universities …