Advertising and Promotion Management Commons^™

An Economic Analysis Of Using Retired Vessels To Create Artificial Reefs In Costa Rica, Josué González

Electronic Theses and Dissertations

ABSTRACT

The Republic of Costa Rica is a Central American country with only 0.03% of the world’s landmass, but 5% of the world’s biodiversity, making it a leading ecotourism destination. Ecotourism is one of the main sources of revenue for the country, but the degradation of coastal reefs has resulted in a significant loss of financial income for developing areas. As a result, many of these areas are searching for methods to revert the degradation of coral reefs.

Artificial reefs play an important ecological role in marine ecosystems due to their complexity and size. They help in the development of …

Factors Affecting Pricing Objectives In Service Firms, Sara Karam Nassreddine

BAU Journal - Creative Sustainable Development

This paper reviewed pricing services objectives literature from the past sixteen years [2004-2019]. Using the well-known and international library, Emerald, the author has examined a sum of articles that were relevant. Papers have been extracted from four different top ranked journals. This systematic literature review has identified four themes reflecting factors affecting pricing objectives, namely; firm and buyer role, value of information, service life cycles and perceived fairness price. Findings revealed perceived fairness price to be associated with service pricing objectives. Unfortunately, social studies in this area did not give much attention to theories, thus there is an urgent …

Gamification In Retail Brand Loyalty Mobile Applications, Amber Lambie

Senior Honors Theses

Games are a fun way for humans to spend hours effortlessly motivated to complete tasks and achieve goals. Gamification, the process of applying game features to non-game contexts, produces the enjoyable motivation of games outside of games. According to social exchange theory, gamification motivates by adding value to a user’s experience, which inspires action. Companies can use gamification to build relationships with clients and increase sales. Onboarding, fast feedback, points, levels, badges, and community are particularly effective game features for a brand loyalty program within a mobile application (app). Gamification, informed by social exchange theory, can effectively build brand loyalty …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola

Experience Industry Management

Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …

The Effect Of Service Quality And Satisfaction On Loyalty Of College Library Users In Indonesia, Dyah Puspitasari Srirahayu, Sri Hartini, Tanti Handriana

Library Philosophy and Practice (e-journal)

The library is an organization that continues to grow and develop along with the behavior of its users. Users who will continue to use the library despite the emergence of many other sources of information, such as the internet, are needed for library sustainability. This study aims to determine the relationship between service quality and satisfaction on user loyalty in-state college libraries in Surabaya, Indonesia. The research method used is quantitative by distributing questionnaires through Google form to 500 respondents of state academic library users with the criteria of having used services in the library. The analysis technique is Confirmatory …

(دور الإعلان الإلكتروني في تحقيق التميُّز المؤسّسي (دراسة حالة كلية فلسطين التقنية- The Role Of Online Advertising In Achieving Organizational Excellence (State Of Palestine Technical College Study, Abdalqader Msllam

Al Jinan الجنان

The study aimed to identify the impact of online advertising on organizational excellence Palestine Technical College in Dear Al-Balah. Been relying on the study on descriptive analytical method, and study population consists of staff Palestine Technical College in Dear Al-Balah, where the researchers used survey method destruction, were distributed 70 questionnaires to study population has been getting 61 questionnaire, by recovery of 87.14 %, was prepared questionnaire preside judged on a number of specialists in order to obtain the results of the study. The study concluded that there is a statistically significant relationship at the level of significance α = …

أثر مكوّنات العلامة التجارية في تشكيل الصورة الذهنية لدى عملاء قطاع المصارف في الأردن, Louay Masaafeh

Al Jinan الجنان

This study aimed at investigating the impact of brand components on formulating image from clients’ perspective in banking sectors in Jordan. The main results of the study were: There was an effect for the brand components represented in (name and logo) in formulating the image represented in (fame, preference, credibility, and quality, differentiation from competitors, innovation, and customer orientation) by the banking sectors clients in Jordan. The following recommendations were suggested by the researchers: The administrations in the banking sectors in Jordan should launch advertising campaigns that aim at reminding their clients with their brands (trademarks).The banking sectors in Jordan …

The Effect Of Applying Artificial Intelligence In Forming Marketing Strategies On Jordanian Industrial Companies, Khaled Alcheikh

Al Jinan الجنان

This study aimed at identifying the Effect of Applying Artificial Intelligence in Forming Marketing Strategies of the Jordanian Industrial Companies listed at Amman stock exchange. The study population was all the Industrial Companies listed at Amman stock exchange, and the sample consisted of 65 marketing manager at these companies. Findings of the study showed that there was positive Effects of Applying Artificial Intelligence in Forming Marketing Strategies in terms of cost leadership, differentiation, focus marketing, alliance, diversification, and direct marketing. Based on the mentioned results, the researchers recommended industrial companies to adopt and sustain high tech programs that use Artificial …

Dialogue Marketing: Ecological Sustainability Of Letter And E-Mail In Comparison In Germany, Atilla Wohllebe

Journal of Environmental Sustainability

With the spread of the Internet, e-mail has also steadily gained in relevance over the past years and decades. Especially in the form of newsletters, e-mail marketing is probably the most important channel of digital dialogue marketing today. This paper examines the carbon dioxide emissions of advertising e-mails in Germany on the basis of existing sources and compares them with the emissions caused by sending letters by post. Despite significantly lower CO2 emissions per piece compared to a letter, e-mails seem to be a much greater burden on the environment due to their practically unlimited scalability in terms of cost. …

Ua12/2/1 Fit 2020, Wku Student Affairs

WKU Administration Documents

Special edition of the College Heights Herald regarding fitness, includes articles:

• Dees, Marshall. Nostalgic Fun for the Child in You
• Rock Steady, Rock Strong – Boxing
• Dowell, Macie. Red Towel Workouts
• Bowling Green Course Welcomes New Golfers – Bowling Green Parks & Recreation
• Get Out, Get Fit – Parks
• Gym Jams

Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …

Encouraging Snap Shopper Participation At Utah Farmers Markets, A Best Practices Guide, Kelsey Hall, Alicia Meiners

All Current Publications

This guide’s steps were compiled during background research for advertising acceptance of SNAP benefits using Electronic Benefits Transfer (EBT) cards and the Double Up Food Bucks (Double Up) program offered at farmers markets throughout Utah. Information in this guide will expand marketing campaigns across Utah to promote farmers markets already accepting SNAP benefits, especially to minority and low-income populations. The information, however, may be generalized to other health/food programs and to populations with low incomes in other states.

Tree-Based Algorithm For Stable And Efficient Data Clustering, Hasan Aljabbouli, Abdullah Albizri, Antoine Harfouche

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

The K-means algorithm is a well-known and widely used clustering algorithm due to its simplicity and convergence properties. However, one of the drawbacks of the algorithm is its instability. This paper presents improvements to the K-means algorithm using a K-dimensional tree (Kd-tree) data structure. The proposed Kd-tree is utilized as a data structure to enhance the choice of initial centers of the clusters and to reduce the number of the nearest neighbor searches required by the algorithm. The developed framework also includes an efficient center insertion technique leading to an incremental operation that overcomes the instability problem of the K-means …

Brand Personality And Sexuality Levels Of Luxury Advertisements, Alyssa Dana Adomaitis, Diana Saiki

Publications and Research

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products with limited research on its influence on the consumer. A sample of 1266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). The results indicated less sexuality in luxury advertisements was …

The Portrayal And Reception Of Multiracial Couples And Families In Advertisements, Kiran A. Chand

Student Theses and Dissertations

The goal of the research conducted here is to see the candid ways in which the American people react to the existence of multiracial couples and families. As these families are becoming more commonplace within the population and large companies such as Nestlé, Toyota, Expedia, Progressive, and General Mills have taken note of this. Instead of portraying the typical nuclear family as a backdrop for their products, companies are now demonstrating how their products are part of the everyday life of any and every American by depicting unions amongst white, black, Hispanic, and Asian partners. This normalization is due to …

Go Green: Make Green, Sam Montague

Marriott Student Review

While cost might seem like an obstacle to some, adopting sustainable practices can turn out to be profitable for most companies. Recent research find positive correlation between business efforts and the consumer response, showcase direct benefits to the business, and provide suggestions to put the findings into practice.

Techy, Classy, And Social: Electric Vehicles And Brand Communication On Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, Rhianna Davis

AMTP Proceedings 2020

This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period (July 2018 through June 2019). Data analysis focused on communication volume, explicit saturation, and discourse clustering around key themes and variables. The study found abysmal amounts of EV-category explicit terminology for all brands, particularly so for U.S. accounts. Audience engagement was stronger for brands that pulled EVs into the lifestyle of their targets, than for brands pushing normative messages about environmental concerns.

The Impact Of Responsible Leadership (Rl) On Responsible Employee (Re): The Mediating Role Of Sustainable Leadership (Sl), Safaa Shaaban

Business Administration

Business leaders are facing an uncertain issue regarding what extent their actions and decisions are responsible for the sustainable development supported by Responsible Employees. Although, several papers are discussing the concept of Responsible Leadership (RL) and Sustainable Leadership (SL). However, there is still an important missing element connected to these two leadership approaches which are Responsible Employee/s (RE). The purpose of this paper is to explore how Responsible Leadership and Sustainable Leadership affect Responsible Employees (RE). The study will examine the impact of two leadership approaches on RE. A sample of 250 employees and future leaders’ positions working in the …

To Share Or Not To Share: The Optimal Advertising Effort With Asymmetric Advertising Effectiveness, Qingying Li, Hao Ding, Tianqin Shi, Yanli Tang

Faculty Publications

In this paper, we study a two-stage model in which a manufacturer expands to a new market through a local retailer and has private information on the advertising effectiveness. The manufacturer chooses the information sharing format with the retailer, either no information sharing or mandatory information sharing. Under no information sharing format, the manufacturer and the retailer play a signaling game. We derive both separating and pooling equilibria and conduct equilibrium refinements for the signaling game. Under mandatory information sharing format, the manufacturer simply informs the retailer the advertising effectiveness. We also establish the stylized model and derive the optimal …

Brick-And-Platform: Listing Labor In The Digital Vintage Economy, Tamara Kneese, Michael Palm

Media Studies

Vintage goods are valued for their nostalgic association with pre-digital modes of production, but their contemporary trafficking is increasingly organized by processes of platformization. The central component of what we call “listing labor in the digital vintage economy” is the online display of collectible merchandise, but listing labor also entails promoting sellers’ brands on social media and using sales platforms and other logistical media to manage inventory, process transactions, and handle shipments. Listing labor is performed by branded merchants and their employees alongside independent entrepreneurs. The digital vintage economy connects brick-and-mortar shops and resale supply chains organized around flea markets, …

College Of Business Dean's Report: 2019-2020, Ryan Butt

College of Business Dean’s Reports

No abstract provided.

Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White

Research Collection Lee Kong Chian School Of Business

This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer's perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy-such as when reviews are highly …

Tendencies Of Development Of High Technology Industry In Tashkent Region, Nilufar Batirova

The Light of Islam

The article analyzes the amount of innovative products and services produced by industrial enterprises and organizations of the region. In particular, the low share of high-tech industrial products in the industrial sector and its reasons are emphasized. The process of directing the costs of marketing, technological and organizational innovations was analyzed to increase the overall proportion of the products of this sector. Also, the importance of creating innovative clusters in the region and improving the performance of small industrial zones was noted. It was mentioned that most of the costs of innovation are directed to industry, but most of these …

Saturday Night Live Club Lamb Sale, Tyler P. Wilkerson

Agricultural Education and Communication

“Competition is said to be the backbone of the stock show industry,” (Davis, 1998). A statement spoken in a 1998 thesis paper on the junior livestock industry still holds water in today’s world. Youth livestock exhibition, especially in California, continues to grow in the number of youth participants and the number of livestock entries at shows (Switzer, 2019).

It is the responsibility of livestock breeders to breed, raise, and sell their livestock to maximize the opportunity for youth to acquire livestock to show. In his research, Wendt discusses the capabilities of purchasing livestock through online platforms. He speaks to the …

Yeti: A Cooler Way To Market Your Product, Alana Trnavsky

Experience Industry Management

With the increased use of technology, marketing has evolved to primarily use social and digital media as the platform utilized to share content. Brands have creatively implemented new ways to market their products and services to distinguish themselves from other brands. The purpose of this study was to examine YETI’s marketing strategies. YETI is a high-end outdoor gear brand that is known for its sturdy coolers and drinkware. The research was gathered using a case study guide developed by the researcher, which outlined YETI’s current marketing practices. Within this study, there is an instrument used as a guideline to evaluate …

Central Coast Creamery Marketing Pamphlet, Camille E. Silvera

Agricultural Education and Communication

The author researched how to create an efficient pamphlet to effectively market and promote Central Coast Creamery's new catering services.

Leveraging Technology Through Crowdfunding To Ease Barriers Of Entry Into The Marketplace, Amye Melton, Terry Damron, Vikkie Mccarthy, William Rupp

International Journal of Applied Management and Technology

Small businesses and entrepreneurs face barriers to entering new markets, such as access to capital. Crowdfunding is one method for financing new ventures. The purpose of this article is to explore how crowdfunding can ease barriers of entry into new markets. Drawing from strategic management, planning, marketing, and technology acceptance literature, we present a conceptual model to explain the use of crowdfunding by small businesses and entrepreneurs. Factors that impact individuals’ propensity to utilize crowdfunding as a source of capital include ease of use, intention to use, attitudes toward use, and effectiveness.

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

Articles

This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg

University Honors Theses

The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …