Marketing Commons^™

The Impact Of Social Networking Sites On College Students' Consumption Patterns, Whitney Sue Thoene

Theses, Dissertations and Capstones

This research study examines the effect of social media, particularly Facebook and Twitter, on the purchasing habits of college students by testing for correlations between recommendations on social media and consumption patterns. Moreover, the research also examines the role of gender and social media usage frequency on consumption patterns. Findings revealed that both Facebook and Twitter are being used to obtain sales information and promotions. Furthermore, gender has an impact on both social networking sites. Additionally, this study found the higher the frequency of social media usage the more likely customers are to shop at the businesses they have befriended.

King's Daughters Medical Center: Taking Medicine Further: How A Local Health System Strives To Bring World Class Care To A Rural Community, Nga Thi Chu, Anthony Dotson, Xiaofei Wang

Theses, Dissertations and Capstones

King’s Daughters Health System is a network of companies located in Ashland, Kentucky. The leadership of King’s Daughters employs a corporate level strategy successfully by deciding to diversify their services into similar industries. They entered the retail industry by opening King’s Daughters Home Health and selling home health furnishings and equipment. By creating King’s Daughters Medial Transport, they entered the transportation industry. Insurance sale with King’s Daughters Integrated Health Insurance is another way they diversified. Externally the environment influences King’s Daughters Health System in many ways. The Patient Protection and Affordable Care Act are the one factor that has the …

Hermes International, Phuong Tran

Theses, Dissertations and Capstones

Hermes International Company is the second strongest brand in luxury industry. They have spent more than 100 years to make Hermes name as famous as today. With 3,000 million euro in average revenue, Hermes has a very strong financial position and potential growth compare to other competitors. Their products are always well-designed, high quality, and fashionable. They do not make good products but extremely good ones. Hermes’ target customers are wealthy people who have high level of income and are interested in luxury items. With more than 300 stores all over the world, Hermes is working on their ways to …

Bank Of America: Is Bigger Always Better?, Marty Gillenwater

Theses, Dissertations and Capstones

Bank of America is the largest bank in the world for now. The case is an attempt to see how the bank got to the point where it is today. It was interesting to follow the flow from two small banks through their histories and how they became one large institution. Now, acting as the one entity, Bank of America, there are many pressing issues facing it. The firm has many internal problems before even addressing the external environment. This is not only the competitors in the market but also the environment itself. The case addresses some of them and …

The Innovative Success That Is Apple, Inc., Katherine Johnson, Yang Li, Hang Phan, Jason Singer, Hoang Trinh

Theses, Dissertations and Capstones

Apple, Inc. has been a successful company for years now. However, the company faces issues just like any other company. How Apple responds to these issues is in conjunction to the strengths and weaknesses of the firm. The business-level strategy of Apple also has much to do with how the company approaches various situations. The diversity and organization of the firm itself helps to address any issues that may arise. Competing in high level competitive industries also requires Apple Inc. changing day by day in order to overcome its competitors.

Infomercial: A Marketing Odyssey, Bligh Macdonald

Undergraduate Review

Few forms of media are so derided as the infomercial. It seems to ooze tackiness and low production standards, coupled with shameless pandering and questionable selling points. Still, the infomercial, or “direct-response” commercial, can be an astoundingly effective selling tool. In this age of ubiquitous mass media, infomercials for products such as the “Snuggie” and the “Shake Weight” have used their inherent “butt-of-joke” qualities to make millions and to attain cultural icon status. For this project, I researched the infomercial as a genre in an attempt to explain its success and rhetorical appeal. I then applied my analysis to the …

A Study Of Visual Puffery In Fragrance Advertising: Is The Message Sent Stronger Than The Actual Scent?, Mark Toncar, Marc Fetscherin

Faculty Publications

Purpose - This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations.

Design/methodology/approach - By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare …

Advertising The Thin Ideal-The Effect On Women, Christine Murphy

Irish Business Journal

Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper …

American Well: A Viral Solution, Rebecca Browning, Rodrigo Camargo, Thaisa Camargo, Basma Memon, Gary Salyers, Brent Spencer

Theses, Dissertations and Capstones

The case presents an overall look at American Well, its position within the telehealth market, and a look at the market and market affecting factors. The following analysis will be conducted using the information presented in the case and will identify strengths, weakness, strategies and provide discussions of special topics.

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

What Is The Effectiveness Of Public Relations Tactics Being Utilized By High Street Fashion Brands To Encourage Consumer Knowledge Of Their Brand Identity?, Lynn Ferrari

Theses

This thesis looks to discover if high street fashion brands are utilizing effective public relations. It attempts to identify if the PR tools being utilized by high street fashion brands are evident to the consumer and if they contribute to purchasing power, the model of communication that is being employed by high street fashion brands and if age contributes to the knowledge and effectiveness of public relation tactics and communication tools. Approach: The research involved a two-stage study with the first phase focusing on an extensive literature review of the key sources of secondary research including reports, articles and publications. …

Assessing The Impact Of Celebrity Ambassadors On The Pr Strategies Of Non-Profit Organisations: A Public Relations Perspective, Allison Kelleher

Theses

There has been increased interest from academics, public relations professionals and industry professionals regarding the impact of celebrity ambassadors on the PR strategies of non-profit organisations. This study aims to contribute to the understanding of the non-profit PR sector and the impact of celebrity ambassadors on this section of the PR industry. A qualitative research design was deemed most suitable by the researcher, and semi- structured interviews were used to collect the necessary primary research data. The researcher interviews two PR professionals and three non-profit organisation representatives regarding this particular study. Interviewees were chosen due to their knowledge, experience and …

Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton

Open Access Theses & Dissertations

The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.

This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …

What Products Can Benefit From African American Advertising Appeals? The Moderating Role Of Product Involvement, Ivonne M. Torres, Cuauhtémoc Luna-Nevarez

WCBT Faculty Publications

With a significant spending power, the African American segment is one of the most lucrative, interesting, and complex targets for national and local advertisers. As this consumer segment continues to grow in importance, marketers need to focus on what types of products could benefit from African American-targeted advertising. Our research studies show African Americans respond to advertising targeted to them and their responses are moderated by ethnic identification and product involvement. Consistent with both theoretical frameworks, distinctiveness theory and ethnic identification theory, we found that identified African Americans prefer African American models especially when advertising low-involvement products.

Recruiting For Higher Education: The Roles That Print, Web, And Social Media Play In The Decision Process For Prospective Students, Brandon X. Karcher

Department of Computer Graphics Technology Degree Theses

Recruiting in higher education is a process that has been an evolving process since it first began. The most traditional methods for recruiting have been through print, web, and campus visits. However, with new social media like Facebook, Twitter, and other services, many universities have adopted the new media for recruiting purposes. Social media, coupled with a more technologically adept population of prospective students forces universities and colleges to look at an increasing number of mediums for recruiting. There is a lack of literature that documents the usefulness of the newer social media outlets. This study was designed to determine …

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

The Influence Of Strategies Used To Communicate Sustainable Corporate Responsibility On Reputation Of A Major Airport, Benno D. Hoffmann

Walden Dissertations and Doctoral Studies

Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005--2009. Of particular interest was how key stakeholders perceived the airport's stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data …

Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

The recent availability of massive amounts of networked data generated by email, instant messaging, mobile phone communications, micro blogs, and online social networks is enabling studies of population-level human interaction on scales orders of magnitude greater than what was previously possible.1'2 One important goal of applying statistical inference techniques to large networked datasets is to understand how behavioral contagions spread in human social networks. More precisely, understanding how people influence or are influenced by their peers can help us understand the ebb and flow of market trends, product adoption and diffusion, the spread of health behaviors such as smoking and …

Total Rewards Compensation: A Viable Solution, Patrick Wesley Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

Total rewards customer loyalty programs represent a viable solution for domestic gaming operators in today’s current economic environment. Total rewards customer loyalty programs provide domestic gaming operators with an unparalleled tool in understanding, identifying, and realizing their customer’s desires. The design of total rewards customer loyalty programs provides domestic gaming operators with the ability to remain fluid and allows quick adaptation to ever changing market conditions. Research suggests that total rewards customer loyalty programs provide domestic gaming operators with a viable financial solution that provides equitable value to customers alike. This paper will analyze the structure of customer loyalty programs …

Hospitality Loyalty Program Effectiveness Evaluation Rubric, Nazia Charania

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper examines the various loyalty program strategies and design elements utilized within the hospitality industry and evaluates the implications of the various strategies on establishing and fostering loyalty among consumers within a hyper competitive industry. In order to maintain competitive parity, many programs have constantly lowered reward thresholds and increased program offerings, making such programs very costly and with little direct evaluation in their ability to stimulate true loyalty. In a society bombarded by loyalty programs in almost all industries, consumers are becoming very savvy in comparing their personal rewards to the effort and inconveniences incurred by enrolling. The …

Hines-Park Foods, Inc. - Ithaca, New York (Sc 2460), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Small Collection 2460.  Two files containing documentation relating to registrations 629,236 and 623,168 of the trademark “Duncan Hines” by Hines-Park Foods, Inc. of Ithaca, New York.  Includes certificates of trademark registration dated 13 March and 19 June 1956, correspondence and records of U.S. registrations.  Also includes a Duncan Hines buttermilk pancake mix box.

Millennial Organic Wine Consumers Of San Luis Obispo, Ca, Tadeo Perez

Agribusiness

No abstract provided.

Do Marketing Media Have Life Cycles? The Case Of Product Placement In Movies, Ekaterina Karniouchina, Can Uslay, Grigori Erenburg

Business Faculty Articles and Research

This article examines the economic worth of product placement in movies over a time span of 40 years (1968-2007). The authors find an inverted U-shaped relationship between the year of the movie release and the returns associated with product placements. In addition, a similar inverted U-shaped relationship characterizes the economic worth of tie-in campaigns associated with product placements. These findings are consistent with the habituation tedium theory used to explain the inverted U-shaped pattern in response to novel advertisements and suggest that the same mechanism could be influencing the response to an entire marketing medium. Overall, the results reinforce the …

A Creative Brief For Hogs Abroad, Spencer J. Burmingham

Marketing Undergraduate Honors Theses

This thesis was designed to improve the marketing of the Hogs Abroad International Study program. Specifically, it looked into the myths of studying abroad and how the Study Abroad department may be able to mitigate these myths with informative posting via their LinkedIn channel.

The Death Of Music Videos?: An Analysis On The Effectiveness Of Music Videos As A Promotional Tool, Carmen Cheng

Business and Economics Honors Papers

This research explored whether or not music videos remained an effective marketing tool for the music industry after the diffusion of the Internet in American culture. As a result of the transitions in media through which music videos were distributed, this project asked the following research questions: 1. What impact has the airing of music videos on MTV had on music sales? 2. What was the impact of music videos on sales when music videos moved from airing on television to being distributed over the Internet?

How Much Do U.S. University Students Know, And Want To Know, About Sustainability And Green Building? The Findings Of A Survey, And Possible Implications For General Elective Curriculum., Jeremy R. Farner

Purdue Polytechnic Masters Theses

Using the survey approach, this investigation examined the attitudes and interest of college students at two universities in different geographic locations within the United States.  Approximately 24,000 students from all disciplines and majors at Weber State University (WSU) in Utah, and 4,000 at Purdue University in Indiana, were invited to participate in a study to determine current knowledge, familiarity, and interest in topics within the sustainability and Green Building educational arena. The goal of this study was to determine what students already know, would like to know, and how much interest there would be in developing …

Library Marketing And Graphic Design, John M. Passa

Senior Honors Projects

As the University of RI moves into the new millennium, it has created its brand, “Think Big, We Do”.  This brand requires different collaborative marketing strategies for different units within the university.  Academic libraries provide intellectual products, consumed by a specific audience.

Marketing academic libraries entails a market analysis of the target audience, creating a strategic plan to address the library’s marketing audience, and designing a marketing instrument.  The target audience of the University Libraries was  identified as college students under the age of 25 because of academic requirements, cost of textual materials, and access to electronic resources.  Using library …

Identifying Green Meetings In The Hospitality Industry, Shin Yi (Felicity) Chiou

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to identify what constitutes green meetings in the hospitality industries with special attentions on the applications of modern technologies and marketing strategies. This professional paper will search and collect the related literature reviews and existent practices with green ideology in hospitality to clarify the myth and difficulties of being green and help the readers or potential advocates better understand green meetings and adopt them.

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …