Marketing Commons^™

Calling Bulls**T On The Lanham Act: The 2(A) Bar For Immoral, Scandalous, And Disparaging Marks, Megan M. Carpenter, Kathryn T. Murphy

Law Faculty Scholarship

As the Lanham Act approaches the age of 65, it is a good time to take stock of its application to, and place within, the object and purpose of trademark law. Trademark law seeks to promote fair competition by reducing consumer search costs and preventing confusion in the minds of consumers as to the source of goods and services. However, Section 2(a) of the Lanham Act prevents registration of marks that are “immoral,” “scandalous,” “disparaging,” “deceptive,” or which “create a false association” with persons, institutions, beliefs, or national symbols. The 2(a) bar expands trademark law well beyond its basic goals. …

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?

Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones

Honors Projects in Marketing

Word-of-mouth communication is important to organizations because it is a free form of advertising and has been shown to be influential on consumers’ purchasing decisions. Marketers of course, would like WOM to be positive and thus increase brand reputation and sales. In the past decade, new forms of communication have created different channels for WOM to travel through. Current social media websites such as Facebook and Twitter allow one person to send a message to many almost instantaneously. This study’s objective is to examine the WOM on the networking site Twitter. Previous research has indentified the relative incidence rates of …

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 …

Explore Guerrilla Marketing Potentials For Trade Show, Jie Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper trying to identify effective guerrilla marketing practices in solving tradeshow marketing challenges. Major problems faced by trade show marketers are analyzed in the beginning: limited marketing budget, ineffective marketing tools and dissatisfaction from exhibitors. The study introduced guerrilla marketing methods by both exploring the theory and identifying successful cases. At the end, specific guerrilla marketing guidelines were built for tradeshow marketers.

International Career Conference 2011, Candice Ryann Powell

Communication Studies

As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.

Personal Branding For Professional Success (Brand Development For Communication Studies Students), Breeana J. Kelly-Slatten

Communication Studies

No abstract provided.

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.

Ua42/1 Wku Winter Term, Wku Summer Sessions & Winter Term

WKU Administration Documents

Annual report of the WKU Winter Term giving a summery of course enrollments, college data, course section information and marketing efforts.

Circus: An Integrated Curriculum Unit, Institute For The Development Of Gifted Education, Ricks Center For Gifted Children, University Of Denver

Ricks Curriculum Units Series

An integrated curriculum is an instructional approach that connects the disciplines to an underlying theme or topic. Immersing students in an integrated-thematic unit provides the backdrop for experiences to occur across the disciplines. Shaping coursework around integrated themes is especially appropriate for gifted students, however using an integrated-thematic curriculum is appropriate for all learners as it develops students' abilities to make connections, to solve problems by looking at multiple perspectives, and to integrate information from different fields of experience. An integrated-thematic curriculum permits students to be active participants in their own learning as they design their own explorations and take …

Mobile Application Adoption By Young Adults: A Social Network Perspective, David G. Taylor, Troy A. Voelker, Iryna Pentina

WCBT Faculty Publications

The use of mobile applications, defined as small programs that run on a mobile device and perform tasks ranging from banking to gaming and web browsing, is exploding. Within the past two years, the industry has grown from essentially nothing to a $2 billion marketplace, but adoption rates are still on the rise. Using network theory, this study examines how the adoption of mobile apps among young consumers is influenced by others in their social network. The results suggest that the likelihood of adoption and usage of mobile apps increases with their use by the consumer's strongest relationship partner. In …

Ua19/13 Athletic Marketing, Wku Archives

WKU Archives Collection Inventories

Records created by and about Athletic Marketing.

Ua19/16/5 Athletic Media Relations - Film/Video/Audio File, Wku Archives

WKU Archives Collection Inventories

Film, video and dvd's created by and about the Athletics Department. Files are arranged in the following sub-series:

1. Athletic Music
2. Athletics
3. Basketball, Mens
4. Basketball, Womens
5. Cheerleading
6. Coaches
7. Football
8. Golf
9. Halftime Shows
10. PSA's
11. Press Conferences
12. Sportsline
13. Baseball
14. Track & Field
15. Volleyball

Advertising In Online Social Networks: A Comprehensive Overview, Silvia Stockman

Honors Scholar Theses

This paper examines characteristics of online social networking sites and their implications on advertising. The application of well known interpersonal and mass communication theories to the field allows for an in-depth look at behavioral cues and responses. The interactivity inherent in sites like Facebook, MySpace, YouTube, and in other forums encourages advertisers to tap into engaging their consumers. Types of targeting and the success of word of mouth referrals are examined, as are many of the common stumbling blocks. To better understand the potential versus the problems, we conclude with an analysis of return on investment.

Selling Knowledge: A Sociological Analysis Of Attorney Advertisement In Las Vegas, Giselle Velasquez

UNLV Theses, Dissertations, Professional Papers, and Capstones

I analyze how Las Vegas attorneys represent themselves, their associates and clients in televised law firm commercials. I use attorney commercials as a case to explore cultural beliefs in media representations. Using an inductive method, I analyze the textual, visual, and aural symbols that appear most frequently in television commercials to interpret how law firm advertisements convey themes of attorney expertise, knowledge, ethnic and gender stereotyping. I introduce this study with a historical evaluation of the rise of advertisement in the United States. I continue discussing how the media is an important realm of discourse that affects people's identity. Using …

Survey On Customer's Perception Of Their Main Banker's Value Disciplines And Service Loyalty : A Case Of Retail Banking Customers In Malaysia., Ng Oy Lin

Student Works (2010-2019)

Being the main banker often enable banks to secure the share of customer’s wallet. However, this position is under threat in view of further market liberalization and technology advancement in the industry. Previous studies have shown that organizations are able to achieve market leadership by delivering comprehensive value delivery strategies which comprise of operational excellence, product leadership and customer intimacy. As organizations often have limited resources, it is paramount to select one of the three value disciplines to be delivered above industry standards but at the same time, ensuring that the other two value disciplines which are not selected, continued …

Using Critical & Creative Thinking To Enhance Productivity In Integrated Marketing Communications Meetings And Procedures, Ashley N. Smith

Critical and Creative Thinking Capstones Collection

This paper provides a teaching model for how to effectively incorporate Critical and Creative Thinking (CCT) methods into a business setting to initiate organizational change. I developed a workshop on workplace meetings based on the imperfections of the marketing team at “ICS.” The workshop touches on CCT methods that are needed in order for organizations to change. I also integrated CCT methods into the Integrated Marketing Communications (IMC) Procedure to enhance productivity and produce results. Integrated marketing is made up of many pieces of the media field, but often the participants in IMC are searching for the same end result. …

2010 March-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from March to December of 2010.

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …

2010 January-February, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to February of 2010.

Ua19/9 Mascots, Wku Archives

WKU Archives Collection Inventories

An artificial collection regarding the WKU mascot Big Red consisting of correspondence, awards and fan club materials.

The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …

Consumer Responses In Sales To Multiple Media Advertising Exposures : The Impact Of Synergy Based On A Study Of Project Apollo Single Source Data, Leslie Wood

Legacy Theses & Dissertations (2009 - 2024)

The primary focus of this dissertation is to answer the question: how does exposure to advertising affect purchasing behavior, and in particular, how does synergy resulting from exposure to advertising in multiple media influence purchasing behavior? This is a critical piece of information in the business decision process of media planning. It determines which media to include in a media plan and how to allocate a limited budget across media in order to optimize the return on investment from advertising. This question has been studied in many ways since it has been a central question for the advertising industry for …

The Burger King Revolution: How Las Vegas Bounced Back, 1983-1989, David G. Schwartz

Library Faculty Research

Most who have considered Las Vegas history have concluded that not much happened in Las Vegas gaming between the openings of the original MGM Grand (1973) and Mirage (1989). In fact, several structural changes during the 1980s had already reversed a declining appeal. Responding to three crises—competition from Atlantic City, a national economic downturn, and the MGM Grand fire—Las Vegas casino operators began to draw more extensively on a middle-class mass market. Capitalizing on the “Burger King Revolution,” Strip casinos drew more gamblers who, on average, played less, and slot machines displaced table games as the industry’s leading revenue producer. …

Nipomo Toys For Tots Drive Public Relations Campaign: To Gain Media Coverage For Holiday Toy Donations And The Third Annual Toys For Tots Benefit Golf Tournament, Jessa Squellati

Journalism

This research and documentation is an analysis and instructive guide for conducting a public relations campaign to promote the Nipomo Toys for Tots Drive. This campaign places emphasis on the importance of publicity to successfully gain toy donations and awareness for the Toys for Tots cause. With the recent downturn of the economy, the media will be instrumental in furthering the Toys for Tots mission and purpose to collect an estimated 3,000 toy donations for Nipomo children (newborns to 16 years of age). Although the 2008 Nipomo Toys for Tots Drive was successful without the presence of media coverage, the …

Simpler Packaging, Tomiko Oden

Graphic Communication

This project explains how product packaging is become more "green", and thus more simple. Packaging needs to go beyond just simplifying materials and graphics - it needs to create a simpler process in order to reduce wasted time, energy, and resources.

2009 November-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from November to December of 2009.

Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney

Business Faculty Articles and Research

This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …

2009 September-October, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from September to October of 2009.

Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh

Honors College Theses

The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …