Advertising and Promotion Management Commons^™

A Multimodal Analysis Using An Exemplar From Japanese Television Advertising, Noel Murray

Business Faculty Articles and Research

A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings.

Sponsored Messages In Facebook And Twitter News Feeds: An Examination Of Prevalence, Brands, And Products, Cynthia B. Hanson

Atlantic Marketing Journal

This paper compares the prevalence and nature of sponsored messages on Facebook and Twitter. Results of a content analysis of 180 sponsored messages from 65 screenshots provided by undergraduate student subjects showed significant differences in the product categories advertised on each platform, with sponsored messages for apparel and entertainment more prevalent on Facebook and financial products and services more prevalent on Twitter. The majority of the sponsoring advertisers on both platforms were from companies established after the year 2000; only seven percent were leading US advertisers; and only three advertisers—Amazon, Microsoft, and Toyota—appeared in both samples.

How Commercial Advertising Enforces Gender Stereotypes Among Children And The Ways This Affects Them Psychologically, Abigail Frisoli

Sacred Heart University Scholar

Some people believe that children of different sexes are born with completely separate preferences and mindsets which are permanent and predetermined. However, children are very influenced by their surroundings, which is often the main deciding factor which is predetermined by parents and caretakers from birth. Separating children by gender puts them into boxes, stunting their ability to make their own decisions and creating stereotypes. This segregation is painfully apparent in commercial advertising and is proven to have affected children psychologically in ways that can be detrimental.

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

Using Consumer Personality To Direct The Creation Of More Effective Advertisements, Connor Keith

Selected Honors Theses

Advertising is one of the most pervasive forces in business and culture today. All advertisers are seeking ways to be more effective in order to reach consumers better. One of the ways they can do this is by targeting certain personality types in their advertisements. This thesis seeks to find the differences in responses to advertisements from consumers with different personality types. A survey is used in conjunction with a personality test to study if consumers are most influenced by advertisements targeted toward their personalities. Suggestions are given for how to create and distribute advertisements to be most effective for …

Native Advertising On Facebook And Twitter: A Content Analysis Of Sponsored Messages In User News Feeds, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

Advertising Icons: Preserving The Cultural Record Of Brand Ambassadors, Patricia Sobczak, Sam Byrd

VCU Libraries Faculty and Staff Publications

The authors discuss the background and implementation of the Brandcenter Advertising Icons image collection, available at https://scholarscompass.vcu.edu/brandcenter_icons/

Always Already Imprisoned: The Panoptic Power Of Capitalism In American Literature, 1900-1940, Andrew Spencer

Theses and Dissertations

Abstract

ALWAYS ALREADY IMPRISONED: THE PANOPTIC POWER OF CAPITALISM IN AMERICAN LITERATURE, 1900-1940

By Andrew Blair Spencer, Ph.D.

A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy at Virginia Commonwealth University.

Virginia Commonwealth University, 2019

Director: Dr. Richard Fine, Professor, Department of English

By applying the theories of control that Michel Foucault outlines in Discipline and Punish to the capitalist system, I argue that capitalism functions in much the same was as Jeremy Bentham’s Panopticon in that it perpetually imprisons individuals who live under its purview. As I see it, capitalism works on …

Studying Abroad: A Travel Campaign, Flora Lindsay

Senior Honors Projects, 2010-2019

This project displays the steps taken in order to create a successful marketing campaign for the Center for Global Engagement at James Madison University. It explores the history of studying abroad, its perceived benefits, concerns, and existing marketing strategies. The client is studied in depth in order to create a SWOT analysis of its current state. From this research a creative strategy statement is created to better understand the target audience, competition and strategies for the campaign. The campaign idea then comes to life in the deliverables to be used by the client for marketing efforts.

Elements Of Creativity: A Study Of The Dimensions That Make For An Effective Advertisement, Amanda Johnson

Senior Honors Theses

The advertising world is made up of many facets, such as creativity, networking, and thought leadership. At the center of these processes lies advertising creativity, a term used to describe an ad or element of an ad that is particularly novel and noteworthy. The contents of this thesis address the challenges academics and professionals have with establishing criteria to measure creativity, while considering the value of evaluating creative ability through a variety of processes. To do this, three case studies of award-winning advertisements were conducted in order to develop a profile of an effective ad. Results indicate that successfully creative …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …

Marketing And Advertising For Small Business In Local Economies, Nathan Ross

Graphic Communication

This paper analyzed traditional and current marketing and advertising strategies employed by small and local businesses. The research focused on understanding issues and struggles for small businesses in terms of marketing and advertising in order to develop and test a new strategy that was focused on a community event. The event was designed to assimilate successful aspects of current marketing plans into one that has low monetary risk, and little to no extra time investment for the business. A community was created by an art collective called Nomadic Artifacts which was the basis for a case study.

The “Arts & …

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 …

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 …

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 …

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.

#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 …

Avondale, Telfair Stockton, E V. Toomer

City and Regional Planning -- Florida

A copy of a brochure detailing Avondale history and real estate options. Likely from the 1920's

Dollars From The Sea: Jacksonville And The Ocean Business, Committee Of 100 Jacksonville Area Chamber Of Commerce

City and Regional Planning -- Florida

Book details Jacksonville's oceanographic history 1967-1974

Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera

Journalism

The noticeable downturn in print advertising indicates a need for change in the news industry business model. College media is not immune to this decline and need for change. A change in business model calls for transitioning to an alternative system that does not primarily rely on print products and advertising — a digitally focused business model. Many college media organizations around the United States have started to pursue this type of model, changing the way they produce and present news in the process. Taking into account the state of print focused business models in the general and collegiate news …

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

Market Reach And Advertising Medium: Assessing How Students Learn About Research Services, Stephanie Wiegand

University Libraries Publications

Promotion of services is something we discuss often in libraries; however, it is rare to find a comprehensive promotion plan for research services or any evaluation of promotional services beyond case studies of a specific promotion. How do we know where to place our time and efforts if we have not assessed how students learn about research services? In the 2015-2016 academic year, the Library Research Services department at the University of Northern Colorado Libraries set out to answer this question. Surveys were sent to individuals contacting a librarian for in-depth research assistance. The goal of this survey was to …

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Journal

This study investigates the effect of the advertorial format and ad copy length on ad and brand attitude. Results of a 2 (advertorial versus non-advertorial) by 2 (light versus moderate copy length) study indicate that the advertorial format generated more favorable ad and brand attitudes for the female (target) subjects, but less favorable attitudes for the male (non-target) subjects. A marginally significant gender by copy length interaction suggests a differential effect of copy length for the male sample, as well: ad and brand attitudes were higher for lighter copy ads for the female sample but lower for the male sample. …

The Influence Of Televised Food Commercials On Children's Food Choices: Evidence From Ventromedial Prefrontal Cortex Activations., Amanda S. Bruce, Stephen W. Pruitt, Oh-Ryeong Ha, J Bradley C Cherry, Timothy R. Smith, Jared M. Bruce, Seung-Lark Lim

Manuscripts, Articles, Book Chapters and Other Papers

OBJECTIVE: To investigate how food commercials influence children's food choices.

STUDY DESIGN: Twenty-three children ages 8-14 years provided taste and health ratings for 60 food items. Subsequently, these children were scanned with the use of functional magnetic resonance imaging while making food choices (ie, "eat" or "not eat") after watching food and nonfood television commercials.

RESULTS: Our results show that watching food commercials changes the way children consider the importance of taste when making food choices. Children did not use health values for their food choices, indicating children's decisions were largely driven by hedonic, immediate rewards (ie, "tastiness"); however, children …

Snapple: Integrated Advertising Campaign, Hayley Renneker

Mahurin Honors College Capstone Experience/Thesis Projects

The National Student Advertising Competition is a competition college chapters of the American Advertising Federation can participate in. This competition has a corporate sponsor, this year being Snapple, which gives students the opportunity to write an integrated marketing campaign that addresses real advertising challenges Snapple is currently facing. I managed a group of 19 peers and worked for several months to come up with a solution to their current problem. We created a 27-page campaign book outlining the research we conducted, the target consumers, a “big idea,” creative execution, media plan, media budget, and campaign measurement. Our “big idea” carried …

27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce

Mahurin Honors College Capstone Experience/Thesis Projects

College campuses provide a large variety of resources to college students to help ensure their well-being and success; however, students cannot utilize these resources if they do not know they exist. While there has been extensive research on the importance and efficacy of resources on college campuses, not as much research has been done on how to advertise these services to college students. The goal of this project is to create and assess the efficacy of a campaign educating and encouraging students to seek out campus resources in times of need. This project focuses primarily on promoting resources to first-year …

The Indulgence And Restraint Cultural Dimension: A Cross-Cultural Study Of Mongolia And The United States, Rentsenkhand Enkh-Amgalan

Undergraduate Honors Theses

This research focuses on one of the least studied cultural dimension, “indulgence versus restraint” (IVR) and how it affects consumer behavior, international marketing, and global business operations in the U.S. and Mongolia. This project is the first research on IVR in Mongolia since the country is rarely studied and there is no available data for this cultural dimension. Samples of undergraduate business students (as consumers) from both countries were studied through surveys. The findings support that Mongolians and Americans are different regarding the “indulgence” cultural dimension. This paper has a significant contribution to the cross-cultural literature regarding the indulgence cultural …

Ad Revenue Optimization In Live Broadcasting, Dana G. Popescu, Pascale Crama

Research Collection Lee Kong Chian School Of Business

In live broadcasting, the break lengths available for commercials are not always fixed and known in advance (e.g., strategic and injury time-outs are of variable duration in live sports transmissions). Broadcasters actively manage their advertising revenue by jointly optimizing sales and scheduling policies. We characterize the optimal dynamic schedule in a simplified setting that incorporates stochastic break durations and advertisement lengths of 15 and 30 seconds. The optimal policy is a "greedy" look-ahead rule that accounts for the remaining number of breaks; in this setting, there is no value to perfect information at the scheduling stage, and hence knowing the …

Celebrities’ Expansive “Right Of Publicity” Infringes Upon Advertisers’ First Amendment Rights, Jon Siderits

The University of Cincinnati Intellectual Property and Computer Law Journal

No abstract provided.

Marketing To Millennials: Improving Relationships With Millennial Consumers Through Online Advertising And Social Media Networking, Shawna Brown

Marketing

As the influence of the millennial population continues to grow, there is an increased demand for effective marketing techniques and methods for reaching this demographic group. With the expansion of technology and growth of social media, the advertising world has experienced tremendous changes in recent years that have been supplemented by the complexity of one of the world’s largest populations: millennials. While the millennial demographic is a difficult group that present a multitude of challenges for marketers, their purchasing power and growing influence act as a promising opportunity for brands.

This study examines the degree to which brands can effectively …