Advertising and Promotion Management Commons^™

Spot(Ify) On: Streaming Music And Revenue, Singapore Management University

Perspectives@SMU

The Swedish music service is accumulating technical know-how and gaining customers at the forefront of the streaming revolution

Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer

Asian Management Insights

Ueber-Brands—brands that are valued beyond their price and esteemed beyond their size. These brands are unique in that they have captured not just the wallet but also the hearts of a huge, loyal and growing customer base.

Cueing The Customer Using Nudges And Negative Option Marketing, Clarence W. Vonbergen, Courtney Kernek, Martin S. Bressler, Lawrence S. Silver

Atlantic Marketing Journal

Abstract

Nudges—subtle, covert, and often unobtrusive interventions that take advantage of individuals’ mental shortcuts and biases—frequently change the context of people’s choices and in so doing influence individual and societal behavior. They have become fashionable in recent years, and the ability of such phenomena to bring about significant change for relatively little cost has captured the imagination of governments and businesses. One simple yet potent nudge empowered by the status-quo bias that has received increased attention involves default rules which specify the condition imposed on persons when they fail to make a decision or choice. Marketers have used default options …

Motivations In The Fine-Art Market: A Self-Determination Theory Approach, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this paper is to demonstrate the theoretical value of incorporating constructs from self-determination theory (SDT) into the analysis of the motivations within the fine-art market. The motivations of buyers and artists are examined in light of a controlling-informational event gradient. Moureau’s and Sagot-Duvauroux’ (2012) artist business-model framework is used to provide the context for marketing’s role in facilitating communication along the various motivational interactions of the gradient. Opportunities for further research are presented.

College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Elizabeth C. Alexander, Fred Mader, Deanna Mader

Atlantic Marketing Journal

Abstract - Jobvite, a recruiting platform for the social web, reports from their annual 2012 survey of recruiters that 92% of U.S. companies are using social networking sites (SNS) for hiring purposes (Jobvit, 2012). Career Builder reported in 2009 that 45% of employers were using SNS to screen and research applicants (CareerBuilder, 2009). It is important that faculty and support staff working to place students, and the students themselves, understand the developments and practices in the use of social networking sites for job search and recruiting and the best methods, as well as detriments when marketing themselves. This study examines …

Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials’ Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael Dotson, Neel Das

Atlantic Marketing Journal

This paper explores the relationship between millennials’ online behavior and their opinions of online reviews via the use of focus groups and correspondence analysis. The proposition was that millennials’ online behavior (including search behavior) is likely to have an effect on how they view online reviews. The correspondence analysis results suggest that millennials who spend more time online peruse a greater number of products. Further, relationships were found between millennials’ time online and factors influencing review trustworthiness as well as millennials’ time online and factors affecting review memorability. It is noteworthy to suggest that focus group analysis can be enhanced …

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 Scent Of Change: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns

Atlantic Marketing Journal

Decisions about entering into a new business venture involve a variety of considerations, despite the level of experience an entrepreneur has. This case presents the story of a business owner Bennett Gage and his decisions concerning whether or not he should enter into a business where canines are used to detect bed bugs in hotels. This case study gives the reader an opportunity to wrestle with some of the many questions that are part of entering into the creation of a new service.

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 …

The Infringement-Plus-Equity Model: A Better Way To Award Monetary Relief In Trademark Cases, David S. Almeling

Journal of Intellectual Property Law

No abstract provided.

The Impact Of Interactivity On Advertising Effectiveness Of Corporate Websites: A Mediated Moderation Model, May Fahmy, Ahmed Ghoneim

Business Administration

Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures. This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase …

You Can Stand Under My Umbrella: Weighing Trade Secret Protection Against The Need For Greater Transparency In Perfume And Fragranced Product Labeling, Delia Gervin

Journal of Intellectual Property Law

No abstract provided.

State Regulation Of Keyword Advertising: A Lesson From The Utah Legislature, Mary Candice Barrett

Journal of Intellectual Property Law

No abstract provided.

Images Of Alzheimer’S: A Visual Analysis Of The Imagery Used To Globally Market Alzheimer’S Services Online​, Elizabeth Spencer, Alicia Mason

Faculty Submissions

Currently more than 46 million people are living with dementia globally (ADI, 2015). The World Health Organization (WHO) reports the worldwide population of persons 60 years of age and older will more than triple between 2000 and 2050 to two billion. The concept of Western patients receiving long-term dementia care in foreign countries is a new and emerging phenomenon (Gray, 2013; Pomareda, 2014; Wegerer, 2014). This study examines the visual images within Alzheimer’s care facility websites (n=105) and uses a cross cultural comparison lens to contrast differences in patient representations and treatment facilities. The goal of this study is to …

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 …

An Application Of Brand Personality To Green Consumers: A Thematic Analysis, Anitha Acharya, Manish Gupta

The Qualitative Report

Green products are increasingly becoming popular in India as a fashion statement. Yet, limited attention has been given to understand why users of green products associate themselves with green brands in India. Therefore, the purpose of this study is to investigate the applicability of brand personality to green products. Thematic analysis of semi-structured interviews and focus group discussions of green product consumers revealed six dimensions of green brand personality (GBP). GBP is a set of human characteristics associated with a green brand. By focusing on the green brand personality dimensions discovered in this paper, marketing managers can better understand why …

Cheers To Haptic Sensations And Alcohol Consumption: How Glassware Weight Impacts Perceived Intoxication And Positive Emotions, Courtney Szocs, Dipayan Biswas, Adilson Borges

Business Faculty Publications and Presentations

People often consume alcohol as a means of emotional control. More specifically, people frequently consume alcohol to enhance positive feelings (e.g., happiness) and reduce negative feelings (e.g., stress, tension). The results of two field studies and one laboratory study showed that holding the volume of alcohol consumed constant and varying the haptic (i.e., weight) sensations individuals experience during consumption can influence these emotional responses and also perceived intoxication. Specifically, we manipulated haptic weight sensations by varying the weight of the cup/container (e.g., champagne flute) alcohol was consumed from and showed that consuming champagne from lighter (vs. heavier) flutes leads to …

Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr

Journal of Applied Packaging Research

Purpose – The aim of this research is to explore the benefits of a customer based approach on food packaging design. A case study of a small production honey brand is used.

Design/methodology/approach – For the design process, a survey that involved visual elements was conducted as an online questionnaire. The final size of the sample consists of 285 questionnaires.

Findings – The research findings indicate that packaging is a great influencer for consumers and the synergy of consumers with companies can be a catalyst for the product design process resulting in package designs, which engage potential customers and drive …

"(Don’T You) Wish You Were Here?”: Narcissism, Envy And Sharing Of Travel Photos Through Social Media: An Extended Abstract, David G. Taylor

WCBT Faculty Publications

Consumers are increasingly relying on user-generated content on social media for their awareness and subsequent decisions regarding travel destinations. This user-generated content – photos, comments, narratives and stories – is perceived by consumers to be more trustworthy and reliable compared to traditional sources of tourism information. ). Thus, understanding consumer motivations for sharing their travel through social media may provide tremendous advantage for tourism marketers.

The Thrill Of Victory, And The Agony Of The Tweet: Online Social Media, The Non-Copyrightability Of Events, And How To Avoid A Looming Crisis By Changing Norms, Jason Richard Sheppard

Journal of Intellectual Property Law

No abstract provided.

Rights Of Publicity: A Practitioner's Enigma, Gil N. Peles Esq.

Journal of Intellectual Property Law

No abstract provided.

An Alternate Functionality Reality, Harold R. Weinberg

Journal of Intellectual Property Law

The Supreme Court last addressed trade dress law’s functionality doctrine in TrafFix Devices, Inc. v. Marketing Displays, Inc. decided in 2001. This article applies content analysis to data from post-TrafFix functionality cases to provide insights concerning the functionality doctrine. It emphasizes data from cases concerning motions for summary judgment and preliminary injunction. The analysis employs two conceptual constructs: a “useful/aesthetic continuum” and “mixed-character” design features. The article also considers data in light of a “two-bar mandate” and two principles: “useful-scarcity” and “aesthetic-abundance.” It concludes with observations concerning the post-TrafFix functionality doctrine and suggestions for improving its judicial …

Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao

Atlantic Marketing Journal

This research examines the direct effect of country personality (CP) on consumer product attitude and indirect effect through consumer self-congruity between CP and his/her own self-concept on product attitude in an emerging country- Turkey. We propose an integrated structural equation model to examine the relationships. Measurement scales for CP, self-congruity and attitude are developed whose validities and reliabilities are confirmed by exploratory (EFA) and confirmatory (CFA) factor analyses with data collected from a sample of consumers in Turkey on two countries: USA and China.

The results reveal that four out of the original six dimensions of CP remain after a …

A Further Empirical Investigation Into “Up To” Advertising Claims: The “As Low As” Claim, Jeffrey S. Gutenberg, James M. Quinn

Atlantic Marketing Journal

For many years the Federal Trade Commission has sought to prevent deceptive advertising under Section 5 of the Federal Trade Commission Act. The FTC’s focus has encompassed not only false advertising claims, but also advertising claims that, while literally true, tend to deceive consumers. “Up to” claims fall under this scrutiny since they can be misunderstood as promising consumer benefits (e.g. “up to 50% savings”) that might not be realized by all consumers. This paper presents the results of research conducted with 600+ members of a commercial consumer panel to evaluate a variant of this type of claim, the “As …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz

Atlantic Marketing Journal

ABSTRACT

This study investigated potential consumer responses to the display of the Christian fish symbol (Ichthus) used in mock advertisements of services high in credence, experience and search attributes. Discussions from earlier research propose consumers may exhibit different reactions to Christian symbolism displayed in the marketplace and that purchase intentions and consumer perceptions of the seller may be influenced by the strength of the consumer’s religious beliefs. This study adds to previous research proposing consumers display different purchase intentions due to differing perceptions of the seller’s credibility, trustworthiness and expertise influenced by the consumers own religious beliefs which is influenced …

The Role Of Consumer Susceptibility To Interpersonal Influence In Predicting Green Apparel Consumption Behavior Of American Youth, Amrut Sadachar, Arpita Khare, Srikant Manchiraju

Atlantic Marketing Journal

In recent years, considering that consumers are giving more importance to their role and consequence with regards to social and environmental implication of their consumption decisions, there has been increase in ethical consumption research. However, to date, the role of individual susceptibility to interpersonal influence and other relevant factors (e.g., environmental apparel knowledge) have not been studied. Therefore, the present study explored several critical constructs related to green apparel consumption including consumer susceptibility to interpersonal influence (CSII). The present study focused on American youth (n = 1,049). Based on extant literature review, a hypothesized model was proposed. To test …

Micro & Small Enterprises In Ireland: A Brand Management Perspective, Bobby Kennedy, Angela Wright

Dept. of Organisation & Professional Development Publications

Branding aids companies in the acquisition of new customers, allows them to build a favourable reputation, leads to increased customer loyalty and, ultimately, is a driver of profitability. Although there is an impressive quantity of academic literature related to both large corporate and product line branding, there has been less focus regarding the research on branding of small businesses, despite their economic importance.

In the specific case of SMEs in Ireland, branding studies are scant. There is little understanding of the branding practices of SME founder-owners in Ireland, and, moreover, a lack of clarity as to their knowledge levels apropos …

The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro

Undergraduate Honors Theses

The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order …

Evaluating The Perception Of Luxury Brands In Today's Marketplace And The Impact Of The Digital Age On These Brands, Mary M. Turner

Marketing Undergraduate Honors Theses

“In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, what does luxury really mean? The only consensus on the meaning of luxury is that there is little consensus” (Hennigs et al. 3). For an industry that once presented itself as so exclusive and definitive, it is hard to believe there is such uncertainty in defining this market. Much of this ambiguity …