Marketing Commons^™

2003 June-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from June to December of 2003.

2003 January-May, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to May of 2003.

Brand Development By Small Firms, Aoife Hackett

Theses

The thesis explores the process of developing and managing brands. Particular emphasis is placed on how small enterprises gain recognition and acceptance for brands, the obstacles they encounter and how they surmount these obstacles.

In a review of the literature, brand management strategies and the value of brand loyalty to a business were discussed. Brand equity and measurement and measures of brand equity were also reviewed.

Interviews were conducted with large successful firms to discover arrangements and processes they employ to maintain market support, to extend the coverage or application of their brands to new product versions or new segments, …

The Effects Of Subliminal Messages In Print Advertisements, Jamie Lynne Wilfong

Undergraduate Honors Thesis Collection

One very controversial topic within advertising is subliminal advertising. There are many studies about the subject of subliminal messages and their effects (Trappey, 1996). This type of advertising uses subliminal stimuli, messages presented so fast or so softly or so masked by other messages that one is not aware of "seeing" or "hearing" them (Hawkins, Best, Coney, 1995). When marketers put subliminal messages in advertising, they create subliminal advertising. Subliminal advertising, therefore, involves the use of words, pictures, and shapes that are purposely inserted into advertising materials so that the viewers of the material perceive the imagery at a subconscious …

2002 May-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from May to December of 2002.

2002 January-April, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to April of 2002.

Deception In Advertising: A Content Analysis Of The Legal Parameters Of Deception, E. Carla Mitchell

Theses and Dissertations in Business Administration

One of the primary attributes of a free market economy is the uninhibited flow of truthful information regarding the goods and services available in the marketplace (Azcuenaga 1995). This free flow of information, in the form of advertising, enhances market performance by informing consumers and enabling firms to compete equitably based on the attributes of their offerings. Studies reveal that, for the vast majority of marketing managers, the regulatory environment serves as the primary influence in advertising strategy development and decision-making (Davis 1994). However, in their theory development, behavioral researchers often ignore the legal aspects promulgated by the FTC. Furthermore, …

Cross-Cultural Acceptance Of The Euro: Assessing The Effectiveness Of Public Information Marketing, Steven W. Staninger

Copley Library: Faculty Scholarship

The introduction of the euro currency is a major social, cultural, and economic event in the history of Europe. A massive public information marketing campaign has failed to encourage widespread acceptance of the new currency. This paper analyzes the reasons for this failure, and suggests strategies for future campaigns.

Successful Branding By Pran K Choudhury, Universities Press, 2000., Vijay G Vancheswar

IIMB Management Review

Successful Branding is a good amalgam of real-life Indian case studies which highlight the role of branding in successful marketing. While most of the cases revolve around fast moving consumer brands, given the sensitivity of this category to market perceptions, houdhury does provide interesting cases of brand creation in low interest category commodity products such as cement(Ambuja Cement) and intermediate products such as denim (Arvind Mills).

2001 October-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from October to December of 2001.

2001 January-September, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to September of 2001.

Harmonized Yet In Tune With The Local Conditions: An Investigation Of Global Advertising And The Inherent Challenges Of Reaching Broad Audiences Without Compromise, Alison Dye

MA TESOL Collection

In the field of advertising communications on a global scale seems to be largely driven and pulled by current trends of thought. And often times pushed through the pipelines of transnational, networked agencies in search of speedy, cost-efficient and unified solutions. Certainly, reaching a broad audience with the most economical route is a real concern of companies today and will continue to be the case. I beckon brand bearers, concept developers and advertisers to merely dare to consider a more nuanced set of factors prior to spinning out global campaigns. Those elements include: inquiry into the true existence of a …

2000 October-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from October to December of 2000.

2000 May-September, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from May to September of 2000.

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 …

2000 January-April, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to April of 2000.

1999 November-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from November to December of 1999.

1999 September-October, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from September to October of 1999.

Is There A Life Cycle For Foreign Bank Advertising Themes?, William Renforth

IIMB Management Review

Advertisements by foreign banks in the US were examined to determine the services advertised, promotional themes used and the degree of internationalization of the strategy depicted. The results indicated an emphasis on general institutional characteristics rather than a focus on specific services, and a tendency to emphasize the size of assets, internationality, experience and competitiveness. The study suggested an advertising life cycle whereby foreign banks became more competitive and globally oriented in their strategies as they gained experience and became more active in their host economy.

1999 March-August, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from March to August of 1999.

1999 January-February, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to February of 1999.

1998 November-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from November to December of 1998.

1998 May-October, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from May to October of 1998.

How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai

Business Faculty Articles and Research

Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the …

1998 February-April, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from February to April of 1998.

1998 January, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January of 1998.

1997 December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from December of 1997.

1997 September-November, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from September to November of 1997.

1997 February-August, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from February to August of 1997.

1997 January, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January of 1997.