Marketing Commons^™

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 …

Diversity Project: Poster Series Connects Core Values To Library Materials And Expertise, Bettina Peacemaker, Sue Robinson, Marilyn Scott

VCU Libraries Faculty and Staff Presentations

Virginia Commonwealth University celebrates diversity as a core value, and VCU Libraries actively strives to foster inclusion and an understanding of difference. The diversity and culture poster series was envisioned as a way to connect education about diversity directly to library collections and expertise. This poster details the distribution, response, and impact of the series.

An Investigation Into The Marketing, Advertising And Labelling Of Processed Food In Ireland And Its Influences On Consumer Choice And Subsequent Health Issues, Jane Healy

Theses

Ireland has experienced much economic and social change in recent years, and as a result of this, many new food choices and commodities are on offer to the consumer. The simple diet of fresh, unprocessed foods that existed in Ireland in the past has for many consumers been replaced by processed, convenience food products. The purpose of this study is to examine the effects which the marketing, advertising and labelling of processed food in Ireland has on consumers, and how these strategies influence their choice of food. The advertising claims and the labelling of these processed foods is of interest …

An Investigation Into The Importance Of Organisational Public Relations For Live Music Festivals In Ireland, Paying Particular Attention To Organisational Identity, Image And Reputation, David Mahy

Theses

This research is concerned with Image and Reputation creation and management within the entertainment sector, specifically with regard to live music festivals and how a Public Relations campaign can successfully create a favourable image with its main target demographics and maintain a positive reputation and corporate identity.

The literature on the subjects of reputation, identity and event management revealed that relationship building and image management with primary groups of stakeholders can be very significant contributors to the success of live music festivals. Successful two way engagement with customers and perspective attendees of the festival can ensure the continued existence of …

Analysis Of The Current Public Relations Practices Within The Irish Luxury Hotel Sector And The Importance Of These Practices To The Industry., Aoife Ducatta Lohse

Theses

The purpose of this study was to investigate the current knowledge, importance and application of public relations within Irish Luxury Hotels. Another aim was to find out how the public relations theories of relationship management, strategic management and communications are used in the sector.

The research methodology in this study used a mixed method approach. Quantitative research was used in the form of an online questionnaire and qualitative research was used in the form of semi-structured interviews. The online questionnaire was distributed to all luxury four star and five star properties with an online presence in Ireland with an aim …

The Role Of Social Norms In Consumers' Evaluations Of Brands From Emerging Countries, Shuang Yang

Open Access Theses & Dissertations

In prior studies, the effects of country of origin (COO) on purchase intention have been explained by signaling theory, the elaboration likelihood model and categorization theory. However, none of these theories explains the role social norms play in COO effects. Applying the theory of reasoned action (TRA), this study proposes that COO influences purchase intention through attitudes and social norms. This proposed model explains the joint effect of quality perceptions, consumer animosity, and perceived social pressure on purchase intention. The moderation effect of collectivism/individualism culture is also tested.

The research findings support the proposed model. Specifically, the results suggest that …

Who Killed John Wanamaker?, Marvin Lovett, Gerardo A. Miranda

Marketing Faculty Publications

Retailing has grown and continues to contribute significantly to the economy of the Unit-ed States, as well as to most other economies around the world. The study of retailing, as an academic field, continues to grow and evolve. The study of retail history and of its contributors provides beneficial insight. Retail commerce began to flourish in the United States well over a century ago. This study attempts to provide insight into the absence of an original and significant contributor to the field of retailing and marketing, John Wanamaker. In fact, John Wanamaker has been referred to as the “Father of …

Advertising Higher Education In Romania, Anca C. Micu, Madalina Moraru

WCBT Faculty Publications

Romania, a former communist country in Eastern Europe, saw the iron curtain lifted in 1989, and started at that time the transition to a free market economy. The past couple of decades encompass extraordinary changes in the economic structure and environment, with state monopolies being dissolved and private companies entering the market and competing in western manner. The Romanian conversion from central planning to a market-oriented economy provides a fascinating laboratory for research in economic theory and practice (Hefner and Woodward 1999). With the advent of a free market economy and a competitive environment, advertising exited its dormant communist stage …

Direct-To-Consumer Advertising Of Drugs And Patients' Health Care Seeking Behaviors, Patricia Elaine Kennedy-Tucker

Walden Dissertations and Doctoral Studies

Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were …

How Corporate Cultures Drive Advertising And Promotion Budgets Best Practices Combine Heuristics And Algorithmic Tools, Douglas West, John B. Ford, Paul W. Farris

Marketing Faculty Publications

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

The Big [Motion] Picture: Analyzing The Factors Affecting The International Motion Picture Industry, Dalila Salazar

Open Access Theses & Dissertations

The motion picture industry is one of the largest private sector employers in the United States, supporting 1.9 million jobs, and providing its workforce approximately $104 billion in total wages in 2011 (Motion Picture Association of America, 2012b). With U.S. films distributed in over 140 countries, not only is the industry successful domestically, it is one of the country's leading exports, reaping more than $23.9 billion in 2012 (Motion Picture Association of America, 2012a). Despite the importance of the global marketplace, we know very little about the factors that influence the success of movies internationally. My study partially addresses this …

Read Poster - Vaughn Williams, Director Of Athletics, Amy Thompson

Library Marketing Materials

READ Poster, featuring Vaughn Williams, Director of Athletics at Kennesaw State University.

Book: The Servant: A Simple Story About the True Essence of Leadership, by James C. Hunter. Rocklin, CA: Prima Publishing, 1998.

Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada

Masters Theses

This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out …

Dimensions And Validation Of Perceived Message Sensation Value Scale For Print Messages, Lisanne F. M. Grant

Theses and Dissertations--Communication

The purpose of this research project was to develop a reliable and valid scale to assess the perceived message sensation value (PMSV) of print messages. The goal of this project was accomplished by conducting two studies. Study one involved collecting 397 undergraduate students’ responses to one high and one low sensation value anti-smoking message, while for study two, 284 undergraduate students’ responses to one high and one low sensation value anti-crystal meth message were collected. The results of the studies highlighted that the PMSV of a print message can be assessed using three dimensions (emotional arousal, novelty, and dramatic impact) …

Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

This study used a case study approach to develop an understanding of how social media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following six themes emerged: connecting with target audiences; varied approaches in coordination of postings; athletic communications as content gatekeepers; desire to incorporate sponsors and generate revenue; focusing on building fan loyalty through engagement; and challenges of negativity and metrics. The social media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments …

Drawing Lessons From The U.K. Constitutional Reform Act Of 2005, Terence J. Lau

Management and Marketing Faculty Publications

In this City Square dialogue, Professor Judith Maute provided the initial spark in her important 2007 article on reforms to judicial selection in the United Kingdom.[1] In her article, Professor Maute outlined the breathtaking and daring changes implemented in the U.K. that upended centuries of tradition to modernize and strengthen public confidence in the judiciary. Most significant among these changes were the creation of a Supreme Court and dramatically moving the process of becoming a judge away from a secretive appointment to a professional Judicial Appointments Commission.[2] The reforms eschew direct affirmative action, but place an explicit value on diversity …

Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin

Atlantic Marketing Journal

This paper revisits a vintage body of literature that holds clues to understanding the contemporary problem of change-resistant, stereotype-driven brand or product images. In particular, this stream of research helps illuminate (1) how information is used to create, reinforce, or weaken the perceptual device known as a stereotype, and (2) what situation-specific circumstances (e.g. the nature of the processing task) may influence the impact of this information. The author reviews major findings from the past thirty years, identifying key implications and offering hypotheses for testing dimensions of stereotype activation and alteration.

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 …

Read Poster - Dr. David Evans, Avp Of Library Services, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. David Evans, Assistant Vice President for Library Services and Dean of the Horace W. Sturgis Library.

Book: How I Became A Pirate, written by Melinda Long and illustrated by David Shannon. San Diego: Harcourt Inc., 2003.

Read Poster - Jennifer Young, Systems Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Jennifer Young, Systems Librarian.

Book: The Accidental Systems Librarian, by Nicole C. Engard with Rachel Singer Gordon. Medford NJ: Information Today Inc., 2003.

Read Poster - Eli Arnold, Information Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Eli Arnold, Information Librarian for the Horace W. Sturgis Library.

Book: Hero, by Perry Moore. New York: Hyperion, 2007.

Read Poster - Rita Spisak, Super Sturgis Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Rita Spisak, Access Services Librarian.

Book: This Book is Overdue!: How Librarians and Cybrarians Can Save Us All, by Marilyn Johnson. New York: Harper, 2010.

Modeling The Marketability Of Tourism Small Businesses: Oman's Experiences, Hamed Ibrahim Al Azri

Open Access Dissertations

Tourism Small Businesses (TSBs) are vital factors in the prosperity of local communities and the development of authentic and satisfying tourism experiences. Because of their small size, they are unable to effectively use textbook marketing models and techniques. The purpose of this study is to help TSBs market their products in a way that suits their unique nature and business environment. Specifically, this study aims to develop a theoretical model of TSB marketing, identify the main factors affecting TSB marketing, and discern relationships between these factors. Since the aim of the study is to develop a theoretical model, the method …

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 History Of Trial Gardens, Hallie Schmidt

Horticulture and Crop Science

Essay explores the history of home gardening and seed industry in America and the conditions that led to the development of the All-America Selections.

Sign- Owlspace, Amy Thompson

Library Marketing Materials

Sign for OwlSpace, student study area in the Horace. W. Sturgis Library.

Read Poster - Ksu Cheerleaders/Dance, Amy Thompson

Library Marketing Materials

Kennesaw State University cheerleaders and dance team promote reading. Pictured:

• Sydney Sullivan - dance
• Erin Crissman - cheer
• Jamie Marshall - cheer
• Jessica Stafford - dance

Book: Cheer Skills, by Jen Jones. Mankato, Minn.: Capstone Press, 2011.

Brochure - It's For Ksyou!, Amy Thompson

Library Marketing Materials

Brochure for the "It's for KSYou!" marketing campaign for the Horace W. Sturgis Library.

Powerpoint Design- It's For Ksyou! Theme, Amy Thompson

Library Marketing Materials

Powerpoint design slide for "It's For KSYou!" marketing campaign for the Horace W. Sturgis Library.