Advertising and Promotion Management Commons^™

Mel Gibson's The Passion Of The Christ: Market Segmentation, Mass Marketing And Promotion, And The Internet, Peter A. Maresco

WCBT Faculty Publications

The pre-release publicity surrounding the Mel Gibson film, The Passion of the Christ, warrants an in-depth look at the role that market segmentation and marketing promotion, including use of the Internet, have played in the overall success of the film. As background, films commonly classified as biblical epics are referenced in order to construct a framework that will demonstrate how the promotion of this genre of film, with the exception of the Internet, has essentially changed very little over time. This paper is not a review of the film nor is it intended to be a brief course in marketing. …

An Investigation Into The Absence Of Disabled People From Commercial Advertising And Its Impact On The Disabling Experience, Mary-Ann O'Donovan

Masters

Much research has been conducted into the effects of advertising on various minority groups – women, gay people, black people, unemployed youths. However, research regarding the relationship of mainstream advertising and disable people is sparse. Disable people are one of the largest minority groups in the world and yet, they are almost invisible within advertising and consumer research, and within advertising itself. It is this lack of representation in commercial advertising that interests the researcher. Disabled people have historically been excluded from many facets of society- education, employment, leisure – with advertising viewed as one more mechanism to further this …

Experiential Consumption And Sport Sponsorship: A Phenomenological Investigation, Gavin Mcallister

Masters

This study examined the experiences of individuals engaged in sports consumption of a favoured team or sport, and further examines if this consumption experience is in any way affected by the presence of commercial sponsorships. While studies of experiential consumption have been carried out before, this is the first study to examine the possible impact sponsorship has from an experiential consumption perspective. Sponsorship is a broadly managerial activity from a marketing perspective. Sports consumption has been shown to be a predominantly experiential activity (Holt, 1995), yet marketers attempt to target sports supporters through regular marketing channels. But a better understanding …

Obesity, Educational Attainment, And State Economic Welfare, Martin W. Sivula Ph.D.

MBA Faculty Conference Papers & Journal Articles

For the first time in history, estimates of the overweight people in the world rival estimates of those malnourished. The World Health Organization (WHO, 2002) ranked obesity among the top 10 risks to human health worldwide. In the early 1960s, nearly half of the Americans were overweight and 13% were obese. Today some 64% of U.S. adults are overweight and 30.5% are obese. Even more alarming, twice as many U.S. children are overweight than were twenty years ago, a 66% increase. Non-communicable diseases impose a heavy economic burden on already strained health systems. Health is a key determinant of development …

You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley

WCBT Faculty Publications

A model is proposed for ISP customers to receive sponsored electronic newsletters in exchange for a discount on the Internet fee. In the model, both online newspapers and ISPs receive fees from the advertisers while the end consumer pays less for the Internet connection. Advertisers gain by sending better-targeted messages through an accepted medium. In addition to collecting part of the advertising fees, the ISPs increase their customer base by offering an incentive as well as value-added services. Adherence to the model appeared to vary with gender, age, and attitude toward e-mail marketing.

Get The Smu Edge: Make A Difference [Advertisement], Singapore Management University

SMU Press Releases and News

Get the SMU edge, make a difference. Featuring Lim Kong Wee, Steven Miller, Darren Lim, Deborah Ong (PricewaterhouseCoopers), Tan Siang Leng.

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Eagle Excellence Morehead State University Eagle Golf 2004, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide of the Morehead State University golf team.

Morehead State Tennis 2004, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide of the Morehead State University tennis teams.

2004 Eagle Volleyball: Eagle Excellence, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide for the Morehead State College volleyball team.

Couple Dynamic In Household Tourism Decision Making: Women As The Gatekeepers?, Ziene Mottiar, Deirdre Quinn

Articles

The purpose of this study is to explore household tourism decision making. There is an extensive literature on consumer choice in general. In terms of tourism, the main focus has been on motivational factors. However, as part of the emergence of a literature which studies the issues of tourism and gender, there are some authors who focus on holiday decision making. In this context the focus here is the distinctive roles and power relations within a couple. The study is exploratory in nature and employs a self-administered questionnaire. It is concluded that the overall consumption of a holiday is largely …

A Content Analysis Of Print Advertisements From The United States And Taiwan, Ya Hsuan Sunny Tan

Theses Digitization Project

This study is conducted through content analysis to determine the degree of advertising standardization between the United States and Taiwan. Based on the literature review the impact of standardization versus localization advertising strategies is discussed.

Morehead State University 2004 Eagle Football, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide of the Morehead State University football team.

Morehead State Univerity 2004 Eagle Soccer, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide of the Morehead State University soccer team.

Eagle Excellence Morehead State University Lady Eagle Basketball 2004-05, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004-2005 official media guide of the Morehead State University women's basketball team.

Morehead State 2004 Eagle Softball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide of the Morehead State University softball team.

Morehead State Eagle Golf 2004, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide of the Morehead State University golf team.

Eagle Excellence Morehead State University Eagle Basketball 2004-05, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004-2005 official media guide of the Morehead State University basketball team.

2004 Eagle Baseball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2004 official media guide of the Morehead State University baseball team.

Morehead State Rifle 2003-2004, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2003-2004 official media guide of the Morehead State University rifle team.

2003-2004 Eagle Basketball, Morehead State University. Office Of Athletics.

Morehead State Sports Team Programs

The 2003-2004 official media guide of the Morehead State University Basketball team.

Scoreboards Vs. Mortarboards: Major Donor Behavior And Intercollegiate Athletics, Jeffrey L. Stinson, Dennis R. Howard

All Faculty Scholarship for the College of Business

In an era where intercollegiate athletics departments are increasingly reliant on and successful in obtaining charitable donations, three fundamental questions surrounding charitable contributions to educational institutions were empirically examined. Who gives to educational institutions in support of academic and athletics programs? Does the improved performance of athletic teams influence both types of giving to educational institutions? Does increased giving to athletics have a negative impact on charitable giving to educational programs at the same institution? An in-depth analysis of donor behavior at a major public university revealed that contrary to popular assumption, both alumni and non-alumni made gifts to both …

An Economic Model Of Permission Marketing: Win-Win-Win Relationship Building Among Marketers, Isps, And Internet Users, Anca C. Micu, Yan Jin, Clyde H. Bentley, Glen T. Cameron

WCBT Faculty Publications

A model is proposed for ISP customers to accept e-mail marketing in exchange for a discount on the Internet fee. Adherence to the model appeared to vary with age, number of e-mails received per day, and with the amount of the current fee. Authors recommend marketers send fewer, better-targeted, and personalized e-mails.

Mary T'S: A Restaurant Providing Healthy Food Options, Mary T. Savner

Seton Hall University Dissertations and Theses (ETDs)

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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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I Love Smu: Heart, Life, Passion, Soul [Advertisment], Singapore Management University

SMU Press Releases and News

Celebrating the unconventional, the intriguing, the undaunted. Experience the SMU spirit. Heart: Jenny Foo; Life: Tan Chee Wee; Life: Joven Lai; Soul: Jeremy Nguee; Passion: Richard Ho, Johny Tay.

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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 …

Ua9 Investing In The Spirit, Wku Development & Alumni Relations

WKU Administration Documents

Development office newsletter regarding donors and donations to Western Kentucky University.

Smu: We Are Different [Advertisement], Singapore Management University

SMU Press Releases and News

Cowan is different. He's chosen to study at SMU. Wah Yeow knows the difference. He sees SMU students in action. Steve knows the difference. He heads SMU's School of Information Systems. Su Phin is different. She's an SMU student.

SMU advertisment, featuring Cowan Phan, jumping student, Tan Wah Yeow (KPMG), Steven Miller, Teo Su Phin, jumping student.

International Advertising And The Use Of The Sex Appeal: Acceptance Of Sex Appeal In China, Katie Hunt

Theses and Dissertations

China is the most populated country in the world. With a population of over a billion people, it is an attractive market to many companies. However, China has traditionally been a market that was difficult to access due to its communist government and strict regulations. In 1978, China began changing the economy from a centrally planned system to a more market-oriented economy. By 2001, "China stood as the second largest economy in the world after the U.S., measured on a purchasing power parity basis" (World Factbook, 2002). China is a strong business partner with the U.S.; 21% of China's exports …

Children's Understanding Of Television Advertising Intent, Margaret-Anne Lawlor, Andrea Prothero

Articles

Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular, telelvision advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached. This paper presents a brief overview of the literature addressing chidlren's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-resesearched perspectives. Findings are then presented from an exploratory study of eight and nine …