Advertising and Promotion Management Commons^™

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; …

By Any Other Name: Image Advertising And The Commercial Speech Doctrine In Jordan V. Jewel, Kelly Miller

Loyola of Los Angeles Entertainment Law Review

This Comment focuses on the commercial speech doctrine as applied to modern advertising strategies, specifically, corporate image advertising. It centers on the recent litigation between basketball superstar Michael Jordan and a Chicago-area grocery chain, Jewel-Osco. When Michael Jordan was inducted into the Basketball Hall of Fame, Jewel-Osco was invited to submit a congratulatory ad for a commemorative issue of Sports Illustrated devoted exclusively to Jordan’s career and accomplishments. Because Jordan had spent the bulk of his storied professional basketball career with the Chicago Bulls, the ad seemed a natural fit. Jordan, who did not give permission for his name to …

Analyzing The Effect Of Advertising On Hospital Choice And Selection: Advancing A New Truth For Hospital Selection And Its Implication For Other Service Providers, Michael A. Petrochuk, Trish Berg

Atlantic Marketing Association Proceedings

Consumerism has long-been an important driver in other industries across the globe, as industries have embraced the importance of meeting customer and consumer expectations (Bennett and Mandell, 1969; Oliver, 1980; Bolton and Drew, 1991; Peyrot, Cooper, and Schnapf, 1993; Taylor and Cronin, 1994). Firms have attempted to understand consumer expectations prior to the delivery of service or product purchase.

Within the last ten years, this consumerism movement has infiltrated into the field of global health care (Herzlinger, 2002; Grazman, & Leifer, 2007). Tenets of the consumer-driven health care include increased demands for high performance, flawless quality, data analytics to support …

Impact Of Death-Related Television Programming On Advertising Evaluation, Priyamvadha Rangan, Surendra N. Singh, Mark J. Landau, Jungsil Choi

Business Faculty Publications

Programming that depicts or implies death constitutes a vital component of daily television broadcasts, yet the impact of such programming on the evaluation of embedded advertising remains unexplored. Using terror management theory, we propose that exposure to routine and commonplace death-related television programming will lead to the differential evaluation of ensuing advertisements depending on whether they are perceived to be of domestic or foreign origin, and that this effect is contingent on the nature of the death-related cognitions at play at the time of ad exposure. Further, the death-related program context effects on embedded advertising are unique—ads at the end, …

Cigarette Packaging In Ireland: The Plain Future, Maurice Murphy, Wesley Connolly Tong

Dept. of Management & Enterprise Conference Material

No abstract provided.

The Economics Of Successful Billboard Advertising, Alexa Thomas

Graphic Communication

This study explains the economics of billboard advertising, specifically pertaining to the internal and external elements that make them effective for both consumers and the brand. Billboards have been used as an advertising medium for more than a century, and are still used today. The question is, “What about billboards make them so effective?” Secondary research was examined to better understand the history of billboards, how they compare to other mediums, and the elements experts consider throughout the campaign process. After analyzing secondary articles and studies, primary research was conducted by interviewing a sample of consumers and experts to determine …

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising …

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.

Folgers: The New Era Of Coffee, Anthony J. Jakubowski, Danielle Hickman, Annie Pang, Adrianna Hartman, Alex Naragon

Williams Honors College, Honors Research Projects

The primary purpose of this paper is to discuss the repositioning of the Folgers brand through a new and improved Brand Pyramid and two strategic recommendations. In order to come to these conclusions, the group utilized secondary research to gain a background on the coffee industry as a whole, the acquisition of the Folgers brand by Smucker’s, the competition relative to Folgers in the coffee market, a social media analysis focusing on the competitors, and finally research regarding the Millennial generation. The conclusions from this secondary research led to the methodology used in order to come up with the new …

Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill

Open Access Theses & Dissertations

ABSTRACT

Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …

Talk. Act. Thrive. (You)Nified, Amitynine, Amy Okell, Cristina Petrisor, Dayton Stange, Connor Schulte, Amanda Schmidt, Courtney Sehn, Brandon Weeldreyer, Colin Burt, Anh Thoai Dinh

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.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Publications

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina

WCBT Faculty Publications

This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers' attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand …

White Space: An Overlooked Element Of Design, Samantha Coates

Mahurin Honors College Capstone Experience/Thesis Projects

There are many different elements used to enhance visual appeal in Advertising and Graphic design. While all elements of design are important, arranging all of these components effectively, affects the overall visual appeal to viewers. The use of space may be thought of as the single, most important element of design. How things are arranged contributes to how effective an advertisement is to its audience. While space is important, it is also vastly taken for granted, specifically in the form of “white space.” Whitespace is important to visual appeal in many ways. This includes readability, viewer perception of brand image, …

Visual Tension In Graphic Design, Raven Heinstein

Mahurin Honors College Capstone Experience/Thesis Projects

My thesis explores the use of visual tension in various graphic design areas and works. It delves into the purposes of creating visual tension and in which instances it can be most effective, as well as most ineffective. It discusses the use and creation of visual tension with design hierarchy, rhythm and dynamics, symmetry and asymmetry, negative and positive space, color relationships, and typographical design. I will define visual tension, discuss its relevance and significance, and show informative examples. I'm using mainly secondary research in the form of textbooks and examples by other designers, but I have also included a …

Rebranding The Wku Office Of Sustainability, Mary Boothe

Mahurin Honors College Capstone Experience/Thesis Projects

Since its inception in 2008, the WKU Office of Sustainability has struggled with general program and initiative awareness as well as student engagement in university sponsored sustainability activities. Attempts to target and capture an audience have been inconsistent due to lack of budget and staff, resulting in varying levels of success. The purpose of this project is to identify, through a population survey, a student market that is interested but unaware of the information, services, and initiatives provided by the WKU Office of Sustainability. Once identified, the market was assessed using statistical data and focus groups to determine the most …

Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo

Senior Honors Theses

The Walt Disney Company has always been an organization that has prided itself on its corporate image. One of their biggest successes has been their 11 theme parks across the globe. Ever since its creation in 1955, Disneyland has been known as "the happiest place on earth." However, many wonder how this reputation came to be and how it is being maintained today. To find this answer, one must look to the creative minds behind Disney's public relations. By examining the Disney parks and their public relations history, tactics, crisis management and current and future campaigns, companies can find out …

Creating Consumuments: The Use Of Artistic Interpretation Of Text As An Insight Mining Device In Advertising Courses, Tracy Tuten

Atlantic Marketing Journal

The goal of any approach used to gain a foundation of knowledge about a consumer segment is to ensure one can make decisions that are sound strategically and effectively serve the segment. This paper describes a new technique for profiling a consumer segment: creating a consumument. A consumument is an artistic interpretation of text which reflects insight into a consumer segment. The exercise, based on Tom Phillips’ (2005) A Humument, seeks to encourage students to mine for meaning, reflect on consumer perceptions, emotions, and aspirations, and ultimately express their understanding of a consumer group artistically.

Selling Life To Abortion-Seekers: A Content Analysis Of Passive And Active Persuasion In Crisis Pregnancy Center Marketing, Alexander Kocman

Masters Theses

For supporters of the pro-life cause, crisis pregnancy centers (or CPC's) have become the "darlings of the movement," according to the New York Times (Belluck, 2013), offering women with unplanned pregnancies free advice, information, classes, childcare, and needed supplies. For abortion advocates, such establishments are intended to seduce vulnerable abortion-seekers into a situation where they will be counseled out of an abortion and possibly even proselytized. Yet for as much controversy as exists in the news media, medical community, and legal realm about CPC's, there is an unsettling lack of understanding of how--and why--CPC's market themselves the way they do. …

The Rise Of Transnational Private Meta-Regulators, Paul Verbruggen, Tetty Havinga

Transnational Business Governance Interactions Working Papers

In recent years scholars from various disciplines have turned their attention to transnational regimes of regulation that are chiefly developed outside state-driven frameworks. The rise of such "transnational private regulation" has also led to the emergence of private meta-regulation. The term 'meta-regulation' commonly refers to processes through which a regulatory body oversees another and sets standards for its activities or performance of regulation. In the public domain, meta-regulation has been associated with the devolution of regulatory activities by a statutory body to private actors with the view to enhance voluntary rule compliance, awareness of responsibilities among the regulated and reduce …

Corporate Communication In The Twenty-First Century, Susan Laws

Other Graduate Scholarship

Corporate communication represents an evolving area of study within the increasing puzzle of global growth in the twenty-first century. The theoretical history of public relations originated in North America and the United Kingdom before the ubiquitous presence of technology and the internet. Since the 1950s, numerous approaches and models of corporate communication have emerged. The focus of this study is to contribute to the development of a new theory of corporate constructs of identity, image and reputation, formulating competitive advantage with strategy formulation, within the framework of the new political economy – these economies do not and cannot operate in …

Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry

Atlantic Marketing Journal

While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials were …

A Study On Rebranding Strategies, Megan Bryant

Graphic Communication

This project is a study on rebranding strategies. Companies go through a rebrand to change their strategy and direction. Many companies succeed by going through these processes, while many others fail.

In addition to extensive research on past company rebrands, a questionnaire was conducted on a sample of 25 individuals of various ages about their experiences with brands and rebranding in order to compare their responses with actual company decisions.

Participants provided insight on their own personal behaviors, decisions, and perceptions about brands and purchasing products. The study concluded that, on average, quality was more important than price in almost …

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process …

Does Social Media Affect Consumer Decision-Making?, Patarawadee Sema

MBA Student Scholarship

Does social media affect consumer decision-making? Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, reviews, information, advice, warnings, tips and/or any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media as the guideline for their future purchase or planning their future trip. Also, social media is used as an advertising for the marketer. Marketers take this advantage and create …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

Once More With Feeling …The Art Of Wooing The Public, Singapore Management University

Perspectives@SMU

Public relations is an art, declares Rose Tan, the doyenne of Singapore’s own sports public relations industry. And although it’s changing rapidly as communications cross multiple platforms, it’s still something that needs to come from the heart.

Affixing The Service Mark: Reconsidering The Rise Of An Oxymoron, Peter J. Karol

Law Faculty Scholarship

This article explores the deep and to date unacknowledged contradictions underlying service marks (trademarks used in connection with services rather than goods). Namely, the Lanham Act statutorily mandates treating trademarks the “same” as service marks; yet it simultaneously loosens requirements for proving service mark “use” by allowing mere advertising to substantiate service mark rights. This shortcut is not permitted with trademarks as such. As a result of this imbalance, sophisticated trademark practitioners may now quickly secure vast service mark rights for clients in ways not available for trademarks.

To better understand current service mark practice, and the above contradictions, the …

An Examination Of Attitudes Toward Sexualized Advertising In Las Vegas, Ashley Crisp, Alexis Kennedy

McNair Poster Presentations

This study explores the attitudes of college-level criminal justice students as to their perception of sexualized advertising in Las Vegas, and if these attitudes have any correlation with the participant’s length of residency. The study also correlates college-level student’s attitudes toward sexualized advertising and how religious they rate themselves. Female participants who lived in Las Vegas for 5 years or more on average agreed advertisements in Las Vegas are too sexualized. In contrast, female participants who were either born in Las Vegas or lived there less than 5 years neither agreed nor disagreed that advertising was too sexualized. As for …