Marketing Commons^™

The Effects Of Anti-Depressant Advertising On Perception Of Depression In College Students At Marshall University, Deirdre Robertson

Theses, Dissertations and Capstones

This exploratory study was designed to determine the effects, if any, of direct-to-consumer advertising of anti-depressants on Marshall University students’ perceptions of depression and anti-depressant medication. For the purposes of the study, two versions of an advertisement were created: one including three false statements regarding depression and antidepressants, and one without false statements. A fifteen-question survey was also created as a baseline to measure whether the advertisement condition had any direct effects on the participants’ perceptions of depression and anti-depression and to provide comparison for the participants’ reactions. All three groups took the survey. There were ninety participants in the …

Niche Publications: Their Popularity And Profitability At Newspapers In Utah And West Virginia, Hilary Groutage Weible

Theses, Dissertations and Capstones

Newspapers have turned to niche, or specialty, publications as a way to boost revenue and readership since the popularity of the Internet and the rapidly changing ways of news delivery left many awash in a sea of red ink beginning in the mid 1990s. There is little empirical evidence that these publications benefit the host newspaper. This study is an attempt to add to that bank of knowledge. Editors, publishers and advertising managers in Utah and West Virginia were invited by e-mail to answer a Web-based survey about the popularity of niche publications among their readers and staffs. The study …

Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …

Ua68/13/5 Potter College Of Arts & Letters Journalism & Broadcasting Student Organizations, Wku Archives

WKU Archives Collection Inventories

Records created by School of Journalism student organizations. These include the Advertising Club, PRSSA and ImageWest.

A Social Relational Model For Firm-Hosted Virtual Communities: The Role Of Firm Support, Tung Duy Cu

Theses and Dissertations in Business Administration

Since the ease of participation and the usefulness of information provided by online groups continue to proliferate in the World Wide Web, people increasingly participate in different forms of virtual community (i.e. online forums, bulletin boards, message boards, chat rooms) for their purposes, such as solving problems, building social relationships, sharing passions, developing professionals.

Accordingly, an increasing number of companies are now attempting to exploit this phenomenon by hosting and supporting their own online community for commercial and non-commercial purposes, such as building relationships with their customers, getting their feedback, strengthening the brand, and reducing customer service costs by enabling …

The Role Of Mascots In Professional Sports, Evangelos Kontaxakis

All-Inclusive List of Electronic Theses and Dissertations

The purpose of this qualitative study was to identify the role of mascots in professional sports. Six participants who met three specific criteria's related to experience, responsibilities and education were interviewed in order to provide their knowledge in three areas: (a) general characteristics of the mascot program such as reasons of why the sport organization created the mascot, why they chose this character, who did the selection and what was the percentage of the annual marketing budget that went to the mascot program, (b) the different roles that the mascot played, and ( c) evaluation process that the sport organization …

The True Colors Of Trademark Law: Green-Lighting A Red Tide Of Anti Competition Blues, Ann Bartow

Law Faculty Scholarship

The elevation of color to stand-alone trademark status illustrates the unbounded nature of trademarks within the judicial consciousness. The availability of color-alone marks also facilitates the commoditization of color in ways that complicate the development and distribution of products and services that use color for multiple purposes conterminously. The economic case for color-alone trademarks is severely undermined by careful observation of the ways that colors are actually deployed in commerce, which makes it clear that the trademarks of multiple goods and services can utilize the same color to telegraph the same message without confusing anyone or diluting the commercial power …

Ua1c9 Document Photos, Wku Archives

WKU Archives Collection Inventories

Images of documents from the WKU Archives digitized for publication or on-line exhibits.

Ua1c8 Logos & Symbols Photos, Wku Archives

WKU Archives Collection Inventories

Images of logos and symbols of Western Kentucky University and its predecessors.

1. Athletics
2. Illustrations / Artwork

Ua96/1 Southern Normal School Publications, Wku Archives

WKU Archives Collection Inventories

Publications created by and about the Southern Normal School. Series includes recruitment materials such as advertisements and flyers; course catalogs; student newspaper The Southern Educator and the announcement that the Southern Normal School will become Western Kentucky State Normal School.

How Does Advertising Articulate The Tropes Of The Posthuman That Exist In Contemporary Culture?, Norah Campbell

Doctoral

The posthuman is a concept that has accrued much currency in disciplines as diverse as legal theory, artificial life science and philosophy. This thesis explores the meaning of the concept by initially examining what it means to be human, finding that art and science have so far failed to provide a long-lasting definition of humanness. Instead of a temporal “coming-after” stage of humanity, posthumanism might be more usefully seen as a concept that draws attention to the cracks that have always existed in the apparently water-tight description of the human- how the “human” has changed radically and continues to change …

Understanding The Effectiveness Of Product Placement: The Roles Of Placement Congruency And Information Processing, Kavita Jayaraman, Jing Zhang

Faculty Publications

This project examined the influence of placement congruency and information processing on the effectiveness of product placement in a TV sitcom. In an experiment, we found that compared to an incongruently placed product, a congruently placed product elicited lower level of product recall, but more favorable product attitudes among respondents. Moreover, this attitudinal effect was more pronounced when the respondents engaged in incidental (vs. deliberate) information processing when they watched the TV program.

Communicating With Students Via E-Mail: Creating No Excuse For “There’S Nothing To Do On Campus”, Jessica Rusack

Senior Honors Projects

In the past decade, technology has transformed how society communicates. From the internet to cell phones to iPods and video games, interactive communication has become the norm. At the University of Rhode Island, students adapt quickly to the constantly changing technology. Yet student organizations and the University as a whole have not adapted as quickly to such changes. This has led to an uninformed and uninterested student body when it comes to programming and events on campus. As students instant message on their laptops and text message on their cell phones (simultaneously, of course), organizations, clubs and athletics struggle to …

2007 January-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to December of 2007.

Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …

Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren

Management and Marketing Faculty Publications

Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.

An Examination Of Relationship Marketing Strategies In Department Stores., Suzanne Hanley

Theses

The purpose of this thesis is to examine relationship marketing strategies in department stores. The objectives of relationship marketing strategies are to make customers feel special (Dwyer et al. 1987) to feel as though the company cares for them (Tzokas and Saren, 1997) and wants to satisfy their individual needs (Buttle, 1996). This thesis sets out to ascertain the effectiveness of various relationship marketing strategies adopted by department stores and to generate theory regarding future customer retention strategies for the industry.

Indications of the effectiveness of relationship marketing are derived through qualitative and quantitative methods employed in the study. In …

The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia

College of Business Faculty Publications

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …

Lagu And Belu: The Semiotics Of Bottled Water Packaging, Daniel Fusch

Reconstruction: Studies in Contemporary Culture

There has been considerable recent criticism of the bottled water industry from professional and popular as well as scholarly sources. This criticism disputes the veracity of a brand's claim to a pure and natural source, as well as the standards for regulation. This paper adds another factor to the criticism of bottled "natural springs" water, emphasizing the magical operation implicit in the rhetoric for the packaging of bottled water. The paper examines the natural and supernatural semiotics of the commercial packaging for bottled "natural springs" water, and identifies a correlation between the semiotic function of the ancient Germanic rune lagu …

Influence Of Foreign Media On Fashion In Young Adults In Pakistan, Arif Hasan, Shaza Bari

Business Review

The extent of the influence of Indian media on fashion choices is studied by finding the underlying feelings and motives behind fashion product purchase decisions for young female adults. The results showed that the influence of Indian media on fashion choices is minimal and does not lead to an active search for a particular product. Rather, the exposure is used to make a decision when they are faced with a choice between a product seen on the media versus another product. Accessories are more easily adapted than clothes, which are too glamorized. The soap dramas are more popular among the …

2006 May-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from May to December of 2006.

Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia

College of Business Faculty Publications

This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is …

2006 January-April, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to April of 2006.

Golfer Celebrity Endorsements On Consumers' Attitude Toward The Advertisement And The Brand, Onvadee Tunsarawiput

Theses Digitization Project

Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.

The University Of Northern Iowa Honors Program And You, Eric Jacobs

Honors Program Theses

My project entitled, The University Northern Iowa Honors Program and You, was meant to be a promotional video for the honors program here at UNI. The purpose behind my project was twofold.

The first reason why I choose to make this my final thesis project was that I wanted to learn how to use the Avid Express editing system. The Avid is a widely used program throughout the video production industry and I thought that this presented me the perfect opportunity to get some real hands on experience using a system that is so widely used by professionals in the …

2005 September-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from September to December of 2005.

Mtv: Sounds Of A Generation, Amanda Evens

Honors Capstones

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

Interactive Advertising Vs. Traditional Print Mediums, Jennifer Finnvik

Honors Capstones

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

2005 January-August, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to August of 2005.

The Cross-Cultural Research Of United States And Thailand: The Relationship Between Celebrity Endorsers And Types Of Product Endorsed, Sudawadee Eamsobhana

Theses Digitization Project

The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.