Advertising and Promotion Management Commons^™

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

What Products Can Benefit From African American Advertising Appeals? The Moderating Role Of Product Involvement, Ivonne M. Torres, Cuauhtémoc Luna-Nevarez

WCBT Faculty Publications

With a significant spending power, the African American segment is one of the most lucrative, interesting, and complex targets for national and local advertisers. As this consumer segment continues to grow in importance, marketers need to focus on what types of products could benefit from African American-targeted advertising. Our research studies show African Americans respond to advertising targeted to them and their responses are moderated by ethnic identification and product involvement. Consistent with both theoretical frameworks, distinctiveness theory and ethnic identification theory, we found that identified African Americans prefer African American models especially when advertising low-involvement products.

Social Media: Revolutionizing The Business World, Emily Raush

Senior Honors Theses

Public communication avenues were greatly affected through the invention of the Internet; however, what has developed communication processes even further is the rise of social media. This thesis explains how the utilization of social media tools is revolutionizing the business world and also provides information to understand the direction in which social media is heading.

Does Marketing Have An Image Problem? An Empirical Study In To The Opinion Of Marketing From The Perspective Of Business And Consumers., Tony Ferguson

Theses

In the 50 year period since the marketing concept was first introduced to business strategy, we have witnessed a shift from the post-World War 2 austerity of supply shortages, to a modern day consumerist society, where maturing markets and an excess supply of goods and services pose serious challenges, in a highly competitive business environment. As competition has intensified, businesses have endeavoured to differentiate themselves from their competitors. Billions of dollars have been invested in research to gain an insight in to what motivates a highly sophisticated and increasingly cynical consumer. These challenges have been exacerbated since 2008, by the …

Ua19/13 Athletic Marketing, Wku Archives

WKU Archives Collection Inventories

Records created by and about Athletic Marketing.

Business Plan-Ryanair In The United States, Tessa Davis

Journalism

Traveling within the United States is extremely costly. Low-cost airlines such as Southwest Airlines do exist but they do not provide the prices and efficiency that Ryanair, a United Kingdom based airline, does. Traveling throughout Europe is cheap and easy, jet setting to an Italian villa, when one lives in the middle of London would be considered completely normal. The United States is an enormous country, and unfortunately airline companies and airports do not provide easy, cheap methods of flying around the country. As a student or middle-class citizen, travel throughout the United States should be accessible and viable. If …

The Perceived Credibility Of Brand Mention In Magazine Articles In Comparison To Advertorials And Traditional Paid Advertisements, Christina Conner

Honors Projects in Marketing

This study explores the perceived credibility of brand mention in magazine editorials compared to advertorials and traditional paid advertisements. Surveys were administered to three groups of college students after viewing an editorial, an advertorial or a paid advertisement. Respondents were asked to identify their level of agreement regarding credibility, likeability and perceived selling intent of the content.

Results indicate that advertorials are perceived to be less credible than editorials and traditional paid advertisements. Traditional paid advertisements are perceived to be the most credible method of brand mention in magazines. It can also be determined as a result of this study …

Online Video Contest Effects On Brand And Ad Attitudes, Daniel A. Janis

Honors Projects in Marketing

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement attitudes. After conducting a pre-test to discover an appropriate product for the Generation Y target market, we ran an experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One hundred twenty-one subjects were randomly assigned to one of the three test conditions. The OVC significantly resulted in positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional characteristics, OVCs did not influence brand attitudes. OVCs also produced …

A Marketing Plan For An Artisan Bread Bakery, Audrey Campana

Agribusiness

This study was undertaken to determine whether there is market potential for Word-of-Mouth Bakery to expand its current operation in food retailing in Modesto and the surrounding areas. A Case Study was conducted on Panera Bread Company to use as a competitive analysis to compare Word-of-Mouth Bakery with an established nationally known artisan bread company. An expert opinion poll was also conducted to assess the market potential in supermarkets from the observations of in-store bakery managers in Modesto and the surrounding areas. A SWOT analysis was used to determine the internal strengths and weaknesses, and external opportunities and threats that …

Analysis Of Function Drink Brand Recognition, Natasja Kashani

Agribusiness

The beverage industry has been rapidly expanding over the last century, and currently includes a variety of smaller beverage markets. Functional Beverages have been the newest addition to the beverage industry and Function Drinks is only one of the major companies operating in this market segment. The objective of this study is to assess the current level of brand recognition for Function Drinks among college consumers. The main focus behind this research is to assist the company increase the level of consumer’s brand identification for their company and products through various forms of marketing, advertising, and promotional strategies. It is …

Farrell’S Nursery Company Limited Brand Identity Project, Peter Dee

Other resources

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Farrell’s Nursery Company which was used on business cards, letterhead, signage and website.

Farrell’s unique plant nursery is always full of fresh ideas, inspiring plants and solutions for every garden. You'll find an extensive range of plants and people who provide expert advice and a range of associated services at all times of the year.

Privacy Concern And Online Personalization: The Moderating Effects Of Information Control And Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli

WCBT Faculty Publications

Firms have at their disposal an increasing amount of personal information about consumers gathered through various means. Studies find that personalizing online interactions improves customer relationships and increases desirable behaviors, such as positive word-of-mouth and increased purchase intent. However, other research suggests that the use of personal information stimulates privacy concern, which has a negative effect on behavior. This study examines potential moderators of the negative effects of privacy concern on behavioral intentions in the context of personalized online interactions. Results show that increasing perceived information control reduces the negative effect of privacy concern on behavioral intentions. In contrast, the …

Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh

Honors College Theses

The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …

Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.

Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen as an important performance metric both for companies and managers.¹ In addition, components of brand valuation models have been found to positively impact financial market performance, so it is critical that managers understand clearly what brand value is, and how they can create and appropriate (capture) as much of that value as possible.² Due to resource constraints, firms are forced at any given time to emphasize either value creation or value appropriation based on strategic priorities. Research shows that the stock market rewards …

Designing A Business Identity, Ashley Masias

Honors Capstones

Capstone submitted as a graduate requirement for the BSU Honors Program.

The Blinds Shop Company Limited Brand Identity Project, Peter Dee

Other resources

The Blinds Shop offers made to measure window blinds catering to all markets across Ireland. The Blinds Shop required a clean, bold and modern logo using fresh colours and imagery.

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the The Blinds Shop Company Limited which was used on business cards, letterhead, promotional information, uniforms, advertising and e-Commerce website.

The Blinds Shop is a retailer of made to measure window blinds catering to both the domestic and commercial market within the Dublin area. Blinds are made to the highest …

The Process Of Redesigning A Business Identity, Britta Lundborg

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

De Boerinn (Netherlands), Thomas Cooney

Case studies

Hendrik Jan Hoogendoom and his parents sat around the family dinner table and once again discussed the key problem facing the business in which they all worked. There had been many changes in the use of their land over the past two decades but they knew that they had not yet achieved the maximum economic return from it. Currently, the primary income came from recreation activities, which were extremely successful for six months of the year. But the challenge remained on how they could keep the business equally active during the long cold winter months.

South Hill Enterprise (Ireland), Thomas Cooney

Case studies

Billy Barrett was facing challenges as a consultant that he had never previously experienced. All of the goals that are expected in business practice were not amongst the main priorities here. Confused, he asked Maura Melia (Manager of South Hill Enterprise) if he could clarify the situation.

Daft.Ie (Ireland), Thomas Cooney

Case studies

Eamonn and Brian Fallon sat in their office at the Digital Hub near the Guinness Brewery in Dublin and reflected upon their success. It was a beautiful day outside and the sun shone warmly through the windows. About them on the walls was an array of awards that they had collected over the past two years. Indeed they had received a telephone call earlier that day informing them that the radio programme ‘Down To Business’ on NewsTalk 106 had selected them as a leading example of best business practice and wanted to interview them. It was yet further recognition that …

Baby Boomers’ Attitudes Towards Product Placements, Nichole M. Schmoll, John Hafer, Michael L. Hilt, Hugh J. Reilly

Communication Faculty Publications

Including branded products within mass media programming is becoming common. Previous research has focused almost entirely on college-age students' attitudes about placements in movies and television. This research focuses on Baby Boomers and is the first to include questions about multiple media in forming attitudes towards product placements. Six hypotheses were tested. Attitude toward product placement is related to media consumption. Males appear more positive than females. Interactions effects of media consumption x gender and media consumption x age appear insignificant. Analytical results, graphs, tables and managerial implications and representative comments from respondents are presented.

Crossing The Great Divides: Selfridges, Modernity, And The Commodified Authentic, Elizabeth Outka

English Faculty Publications

This article takes these critiques as a given. Incisive critical commentary on advertising and on marketing abounds, and exploring the false claims and schemes within a commercial culture is an essential and ongoing project. This critical approach, however, is not the end of the story, for armed only with skepticism, we are blinded to the dramatic commercial revolution offered by Selfridges, one that is intrinsically tied to British modernism. Selfridges embodies and deploys a surprisingly modernist set of tensions between low and high culture, and between the specter of the mass market and an alternative, non-commercial aesthetic. As this article …

Analysis Of Successful Marketing Components Of Category Dominant Brands: Strategic Marketing As Easy As A - B - C, Brian M. Lowe

Seton Hall University Dissertations and Theses (ETDs)

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Broadcast Scheduling For Mobile Advertising, Bert De Reyck, Zeger Degraeve

Research Collection Lee Kong Chian School Of Business

We describe a broadcast scheduling system developed for a precision marketing firm specialized in location-sensitive permission-based mobile advertising using SMS (Short Message Service) text messaging. Text messages containing advertisements were sent to registered customers when they were shopping in one of two shopping centers in the vicinity of London. The ads typically contained a limited-time promotional offer. The company's problem was deciding which ads to send out to which customers at what particular time, given a limited capacity of broadcast time slots, while maximizing customer response and revenues from retailers paying for each ad broadcast. We solved the problem using …

Establishing And Maintaining A Buyer/Supplier Relationship Within The Product Development Industry For Model-Making And Prototyping, Kelly Vukad

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Metro Acoustics Identity Manual, Melissa Meyer

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Tempting The Japanese Taste Buds, Glenis Ayling

Journal of the Department of Agriculture, Western Australia, Series 4

"Australia needs to differentiate its product from those of other countries: it needs to do something a bit different toget products on the shelves and sold.

Japanese consumers expect the price to be reasonable and the flavor to be good. They will buy on the image the product cenveys, and the image or 'message' the country of manufacture has in Japan," -

Toshio Tada.

Betty Faces A Poser

Historical Documents of Bryant University (1863-present)

Short promotional pamphlet designed to attract career-minded female students to Bryant College. Contains a short story about Betty, a hypothetical student, telling a friend the advantages of studying business at Bryant, as well as some factual information about the school and photos of the Providence campus.