Marketing Commons^™

The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.

Ua9 Spirit Of Giving, Wku Institutional Advancement

WKU Administration Documents

Newsletter highlighting donors and donations to WKU departments and programs.

Choosing A Landing Site For Wright Air & Space Center, Charles S. Gulas, Robert Premus, John P. Blair

Marketing Faculty Publications

The case provides a study of the interesting challenges involved in making a site selection decision. It can be used as a “how to” guide for businesses, non-profit organizations and communities seeking sites for recreational, educational, cultural or other sorts of facilities. The decision would require analysis of quantitative issues such as regional demographics as well as qualitative issues such as the “mommy factor.” This term, coined by a member of the board, refers to a set of factors that would make a location desirable to parents. Perhaps most important, lessons from the site selection process are applicable to other …

Free To Be Obese In A " Super Nanny State " ?, Nadine Henley

School of Marketing, Tourism and Leisure Publications

Should individuals be free to make lifestyle decisions (such as what, when and how much to eat and how much physical activity to take), without undue interference from the state, even when their decisions may lead to negative consequences (obesity, heart disease, diabetes)?

Pop-Up Ads And Trademark Infringement: Whenu.Com Litigation, Janet Rubin

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Free To Be Obese In A 'Super Nanny State'?, Nadine Henley

Research outputs pre 2011

Should individuals be free to make lifestyle decisions (such as what, when and how much to eat and how much physical activity to take), without undue interference from the state, even when their decisions may lead to negative consequences (obesity, heart disease, diabetes)?

Vol. Vi, Tab 38 - Ex. 31 - Survey Of Rosetta Stone Brand Health, Rosetta Stone

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini

Conference proceedings

Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary …

The Korean Language And The Effects Of Its Honorifics System In Advertising: Deferential Vs. Informal Speech As Regulatory Prime On Persuasive Impact, Jin K. Han, Yong Seok Sohn, Kun Woo Yoo

Research Collection Lee Kong Chian School Of Business

A very prominent feature of the Korean language is its extensive honorifics system, where the speaker is obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context for using deferential (informal) speech parallels the setting for prevention (promotion) focus, we set out to examine whether the Korean honorifics system itself functions as a natural prime for regulatory orientation. In Study 1, we find that deferential (informal) speech style activates prevention (promotion) focus in the addressee. Accordingly, we show that ad copies in deferential (informal) speech style resulted in regulatory fit …

Mtv: Sounds Of A Generation, Amanda Evens

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu

WCBT Faculty Publications

This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other …

General Records (Ireland), Thomas Cooney

Case studies

Standing outside a pub, Billy Barrett and Martin Murphy faithfully obeyed the no smoking ban that was now a feature of the Irish social scene. As they smoked their cigarettes, they discussed the singer/songwriter who played inside the premises that they stood against so nonchalantly. The gig was enjoying a great reception, with the crowd enthusiastically applauding the eclectic mix of blues, rock, and traditional music. ‘Well, Billy, how would fancy starting a record company?’ asked Martin, as if it was not really a challenge. ‘The singer playing inside wants to record a CD but she has no label. I …

Crossing The Great Divides: Selfridges, Modernity, And The Commodified Authentic, Elizabeth Outka

English Faculty Publications

This article takes these critiques as a given. Incisive critical commentary on advertising and on marketing abounds, and exploring the false claims and schemes within a commercial culture is an essential and ongoing project. This critical approach, however, is not the end of the story, for armed only with skepticism, we are blinded to the dramatic commercial revolution offered by Selfridges, one that is intrinsically tied to British modernism. Selfridges embodies and deploys a surprisingly modernist set of tensions between low and high culture, and between the specter of the mass market and an alternative, non-commercial aesthetic. As this article …

Marketing Locally Produced Foods: Consumer And Farmer Opinions In Washington County, Nebraska, Mindi L. Schneider, Charles A. Francis

Department of Agronomy and Horticulture: Faculty Publications

Local food system potentials were studied in Washington County, Nebraska, United States. As a departure from most studies of locally based systems, farmers were surveyed in addition to consumers for potential participation. Data about the current food system and opinions and preferences for local production, marketing, and purchasing of food were collected using self-administered mail questionnaires. The response rate was 35% for the farmer survey and 37% for the consumer survey. Results indicated that, on the farming side of the food system, conventional corn and soybean production and marketing predominated in Washington County, and farmer interest in producing for local …

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.

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.

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 …

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 …

Establishing And Maintaining A Buyer/Supplier Relationship Within The Product Development Industry For Model-Making And Prototyping, Kelly Vukad

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Metro Acoustics Identity Manual, Melissa Meyer

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya

Research Collection Lee Kong Chian School Of Business

Selecting the right technologies to incorporate in new products is a particularly challenging aspect of new product definition and development. While newer advanced technologies may offer improved performance, they also make the product development process more risky and challenging. In this paper, we focus on the problem of technology selection and commitment under uncertainty, a major challenge to firms in turbulent environments. We argue that the ''pizza-bin'' approach of rejecting prospective technologies outright may not serve firms well when the pressure to differentiate products is enormous. After motivating the challenges and decisions facing firms using a real-life application from Dell …

Sampling Concepts, Paul Boyd, Ph.D.

MBA Faculty Conference Papers & Journal Articles

The usefulness of any research is dependent upon how well the group studied represents the group about which decisions are to be made or conclusions drawn. That is, it depends upon how well the sample reflects relevant characteristics of the population. When it is possible to study every member of that group there is no problem, for on these occasions we can easily calculate the exact attribute (parameter) of interest for our population.

For example, if we were interested in determining the average number of gallons of gasoline sold to customers at our service station yesterday, we …

How Do I Spot A Telemarketing Sales Scam?, Liz Gorham, Marilyn Noyes

All Archived Publications

No abstract provided.

The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero

Articles

This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age, and cognitive and social development in this field, and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the …

Teens' Use Of Traditional Media And The Internet, Carrie La Ferle, Steven M. Edwards, We-Na Lee

Temerlin Advertising Institute Research

As the teen market segment expands and spending power increases, advertisers are cognizant of the importance in understanding traditional and emerging media trends in reaching this new generation of consumers. Increasing penetration of the internet at home and at school encouraged the authors to examine teens' relationships with media. Time allocation across media and the needs fulfilled by each medium were investigated. The study further explored how the internet, given its ability for two-way communication, stacks-up against interpersonal communication sources. Influences of gender and home access to the internet were analyzed, as were the methods teens use to learn about …

Unintended Consequences Of Arousing Fear In Social Marketing, Nadine Henley, Rob Donovan

School of Marketing, Tourism and Leisure Publications

The intention of social marketers, by definition, is to contribute to social good. However, an unintended consequence of the frequent use of fear-arousal in social marketing may be the creation of a sense of helplessness both in the target market and in unintended markets. Arousing fear may be counterproductive when attempting to persuade some people to abandon anxiety-soothing, addictive behaviours, such as smoking, drug and alcohol use (Firestone 1994) and may lead to counterproductive, fatalistic thinking and maladaptive responses (Job 1988; Rippetoe & Rogers 1987). The possibility that fear arousal creates helplessness is an important issue for marketing in the …

Unintended Consequences Of Arousing Fear In Social Marketing, Nadine Henley, Rob Donovan

Research outputs pre 2011

The intention of social marketers, by definition, is to contribute to social good. However, an unintended consequence of the frequent use of fear-arousal in social marketing may be the creation of a sense of helplessness both in the target market and in unintended markets. Arousing fear may be counterproductive when attempting to persuade some people to abandon anxiety-soothing, addictive behaviours, such as smoking, drug and alcohol use (Firestone 1994) and may lead to counterproductive, fatalistic thinking and maladaptive responses (Job 1988; Rippetoe & Rogers 1987). The possibility that fear arousal creates helplessness is an important issue for marketing in the …

Children's Attitudes Toward Television Advertising: A State Of The Art Review, Heidi L. Haskins

Honors Theses

The issue of children and advertising came to light in the 1970s and has continued to be a topic of much discussion ever since. In started in the 1970s when the Action for Children's Television petitioned the Federal Communications Commission (FCC) to eliminate all commercials from children's TV programs. Then in January 1973, the major networks agreed to reduce commercial time in children's weekend programs from 16 minutes an hour to 12 minutes an hour. In 1991, the Better Business Bureau estimated that children in the U.S. watch an average of 3.5 hours of television every day, and the average …