Marketing Commons^™

Brochure - Adopt-A-Book Program, Amy Thompson

Library Marketing Materials

Brochure for the Adopt-A-Book Program at the Horace W. Sturgis Library.

Brochure - Naming Opportunities, Amy Thompson

Library Marketing Materials

Fundraising brochure and price list for naming opportunities at the Horace W. Sturgis Library.

Sign- Owlspace2, Amy Thompson

Library Marketing Materials

Sign for OwlSpace2, student study area in the Horace W. Sturgis Library.

Sign- It's For Ksyou!, Amy Thompson

Library Marketing Materials

Sign template for "It's For KSYou!" marketing campaign for Horace W. Sturgis Library.

Read Poster - Scrappy The Owl, Adam Olsen, Amy Thompson

Library Marketing Materials

READ Poster, featuring KSU mascot Scrappy the Owl.

Book: The Book of North American Owls, by Helen Roney Sattler and Jean Zallinger. New York: Clarion Books, 1995.

Does Social Media Affect Consumer Decision-Making?, Patarawadee Sema

MBA Student Scholarship

Does social media affect consumer decision-making? Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, reviews, information, advice, warnings, tips and/or any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media as the guideline for their future purchase or planning their future trip. Also, social media is used as an advertising for the marketer. Marketers take this advantage and create …

Assessing Oregon Wineries' Facebook And Website Content, Katherine Byers, Katelyn Henson, Ashley Streich, Shelby Vandebergh

2013 Projects

The Keck Summer Collaborative Research Program provides opportunities for Linfield College students and faculty to conduct research on issues related to the Pacific Northwest, and to bring the research findings back into the classroom within the subsequent academic year. Students partner with faculty to conduct research and present their work to other students, Linfield staff and faculty, and community members during a series of brown bag lunches. Kathie Byers, Katelyn Henson, Ashley Streich, and Shelby VandeBergh conducted research with Sharon Wagner and Lisa Weidman and gave this presentation during the summer of 2013.

When The Brands Fail, Singapore Management University

Perspectives@SMU

Good branding can help companies, but it can inflict serious damage when things go wrong

Shreddz A Clothing Brand: Creating A Marketing Plan Through Social Media And Traditional Marketing Research, Hannah Endres

Journalism

The following research is dedicated to working with the clothing brand Shreddz to analyze marketing data and create a marketing strategy. Using scholarly findings as a literature source this campaign will help develop a direction to relaunch the Shreddz brand. Analyzing the diffusion theory will determine how people process and accept new information. Different forms of marketing including branding, social media and guerilla marketing will be used in trial form to gather data to present to the clothing company. The effectiveness of each trial will be measured in order to supply Shreddz with a new strategy. All of the trials …

The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams

Atlantic Marketing Journal

Social media sites have become an important part of many individuals’ lives. According to the Pew Research Center (2010), Millennials, also known as Gen Y, are living their lives on the internet where 75% of them have a profile on a social networking site. When compared with only 50% of Gen Xers and 30% of Boomers, this gives them the distinct identity that they are more technologically advanced.

Is Advertising To Teenagers Ethical? Media’S Influence On Body Image And Behavior, Stephanie Lemire

Honors Projects in Marketing

An examination of the ethics involved in advertising to adolescents. Specifically, a content analysis and survey research was conducted dealing with how television commercials and magazine advertisements targeted towards males ultimately affect female body image and behavior. The content analysis consisted of Axe Body Spray advertisements, as well as Sports Illustrated: Swimsuit Edition. Findings of survey research include increased body monitoring as a result of exposure to advertisements. Implications and future opportunities are discussed.

2013 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen

Masters Theses

Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman

Masters Theses

Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …

The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton

Masters Theses

In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.

The Phenomenon Behind The Bite: Altercasting As It Applies To Apple Technology, Elizabeth Baldwin

Masters Theses

This paper investigates how the brand Apple markets their product so that consumers feel obligated to buy their product. By looking at five main categories of brand loyalty, environmentally friendly practices, being up-to-date with technology, pricing with value and customer service, this paper will rhetorically analyze how successful of a job it does. To get an inside look at what the public thought on the the way that Apple fulfilled their altercasting this paper analyzed what people said about Apple verses competing technology brands. By drawing overall conclusions, recording trends and making observations about the way that people had been …

Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer

Masters Theses

While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the …

The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

Journalism

No abstract provided.

Why The Dog Ate My Newspaper!, Singapore Management University

Perspectives@SMU

Singapore Press Holdings (SPH) rolls out its ‘Peel and Taste’ campaign. Multi-sensory marketing campaigns — which integrate at least one of the five senses into the marketing programme — are here to stay in the marketing industry, says Geoff Tan, SPH’s senior vice president and head of Strategic Marketing, of the trend which could see readers (or the family dog retrieving the paper) getting a taste of newly-launched food products in their favourite newspaper.

East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson

Business

There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons.

Community Preparatory School: 2013-2014 Public Relations Plan, Liz Gallagher, John Tateossian, Max Dowgiallo, Cory Kadlik, Victoria Isenstein, Spencer Gossy, Pat Holland, Arnold Robinson

Marketing and Communications

Community Prep sends out seasonal newsletters during fall, winter, spring, and summer of each year that promote recent activities in school, discuss recent events, profile important donors, and give updates on alumni’s successes. These newsletters are sent out in the mail, and are also accessible on Community Prep’s website. Each newsletter comes in one color, with black and white photographs, and has a readable and attractive layout. Email updates have similar information, but sometimes have embedded videos, and provide links to a site where donations can be made or tickets can be bought for future events.

The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson

Marketing and Communications

Videos from nonprofits can feature “call-to-action” overlays to facilitate that action. Visitors can click on these overlays to visit the Church’s website. See the “YouTube Nonprofit Program” section to the right for more information about this option.

The Use Of Fear Appeals To Communicate Public Health Messages, Katie Mcsweeney, Simon Stephens

Irish Business Journal

This paper provides an insight into the use of fear appeals to communicate a public health message. A fear appeal is a means of persuasion that threatens the audience with a negative, physical, psychological, and/or social consequence that is likely to occur if they engage in a particular behaviour. This paper explores: the effectiveness of fear appeals; the impact gender and age have on the effectiveness of a fear appeals; and ethical concerns relating to fear appeal advertising. This study comprises a two stage data collection process: focus groups and depth interviews. Firstly, two focus groups were conducted. The participants …

Hare And Tortoise: How Do Price Change Patterns Affect Propensity To Book, Zhuoyang Li

Open Access Theses

With an increasing using of online booking, hotel room rate changing information becomes nearly transparent to consumers. And this trend encourages deal-seeking consumer behaviors, which are based on price change information. So hotels can influence consumers' propensity to book through managing price changes. The present study aims at examining consumers' propensity to book in a more realistic context by introducing two conditions: different price changing patterns and interaction between price-moving trends and price patterns. It is important for hotel managers to understand the impact of different price change trends and patterns because price changes can directly affect consumer perception and …

How Is Social Media Changing The Public Relations Industry In Ireland: A Case Study Approach, Linda Wright

Theses

This thesis explores how the evolution of social media technologies are impacting on the Public Relations (PR) Industry in Ireland. It attempts to identify if social media has changed the landscape in which PR Practitioners work and if they believe it has changed the PR Industry in Ireland.

This study attempts to fill the gap in Public Relations research and literature and to merge the social media technologies with the existing Public Relations communication tools.

PR Practitioners recognise the need to embrace social media. However a clear gap exists in the PR industry in Ireland. While some have embraced the …

How The Use Of Social Media As A Public Relations Tactic Has Aided Animal Rescue Organisations In Raising Awareness Of Their Cause, Carole Hennessy

Theses

This study aims to contribute to the understanding of the non-profit sector, in particular animal welfare organisations and how social media can be used as a Public Relations tactic which in turn enables them to raise awareness of their cause.

A qualitative research design was deemed the most suitable by the researcher. Semi-structured interviews and a content analysis in the form of a netnographic analysis of the chosen non-profit organisations Facebook pages were used to collect the primary data. Interviewees were chosen on the basis they had knowledge, experience and exposure in their area.

Research findings indicate that social media …

How Has Social Media Impacted The Relationship Between Public Relations And Marketing Functions In Small Businesses., Lorraine Sheehan

Theses

This study is concerned with investigating the impact of social media on the relationship between public relations and marketing functions in small businesses in Ireland. The relationship between public relations and marketing has been debated in the literature and in organisations for many decades. Social media has an influence on the channels of communication which in turn influences public relations and marketing functions.

Both primary and secondary research methods on gathering findings of social media, public relations and marketing functions were carried out. Areas of conflict and tension between public relations and marketing were highlighted. The impact of social media …

Supply Chain Management: Impact Of Customer Relationship Marketing On Performance Under Cooperation And Competition Strategies, Maria Eugenia Barua

Open Access Theses & Dissertations

The dissertation investigation proposes a modified supply chain management model that is grounded on marketing theory and the concept of production sharing. Specifically, the model challenges the traditional cooperation-conflict continuum of strategic marketing management with a new managerial approach based on a cooperation-competition continuum. I investigate the significance of the new model in explaining behaviors in the supply chain management and its performance. In addition, I investigate whether the proposed managerial continuum (cooperation-competition) is consistent with other behaviors including power, conflict, trust, and customer relationship marketing such that coordination and supply chain performance is enhanced.

The data collection from manufacturers, …

How Minority Sporting Organisations In Ireland Are Promoting And Growing Their Sports Using Social Media: A Public Relations Perspective., Peter Lucey

Theses

The aim of this research study was to explore how minority sports organisations in Ireland are using social media to effectively grow and promote their sport. The researcher has analysed how these organisations are currently making use of social media and how it has benefited them in their operations. Relevant secondary literature was studied in depth along with the primary research methods that were used for this study. The research methodology used by the researcher constituted elements of both quantitative and qualitative analyses. Interviews and questionnaires made up the main research tools in addition to an action research approach as …