Marketing Commons^™

Critical Success Factors In The Promotion Of Sustainable Rural Tourism By Destination Marketing Organisations: A Study Of Ballyhoura Fáilte, Louise Nugent, Siobhán Lynch

Irish Business Journal

With the Irish tourism industry maturing, destination marketing organisations (DMOs) must meet tourists’ changing expectations. For rural tourism destinations, the challenge lies in ensuring that they obtain a position of sustainability in the Irish tourism industry (Department of Arts, Heritage and Gaeltacht, 2011). Due to the highly volatile nature of the Irish rural tourism industry, treating rural tourism like any other product does not comply with the new approach to destination marketing management, which considers the resources available, the environment, the tourist, and the residents themselves (Buhalis, 2000; Pike, 2008). The aim of this study is to carry out a …

The Use Of Fear Appeals To Communicate Public Health Messages, Katie Mcsweeney, Simon Stephens

Irish Business Journal

This paper provides an insight into the use of fear appeals to communicate a public health message. A fear appeal is a means of persuasion that threatens the audience with a negative, physical, psychological, and/or social consequence that is likely to occur if they engage in a particular behaviour. This paper explores: the effectiveness of fear appeals; the impact gender and age have on the effectiveness of a fear appeals; and ethical concerns relating to fear appeal advertising. This study comprises a two stage data collection process: focus groups and depth interviews. Firstly, two focus groups were conducted. The participants …

Emotion And Memory In Nostalgia Sport Tourism: Examining The Attraction To Postmodern Ballparks Through An Interdisciplinary Lens, Kiernan O. Gordon

Kinesiology

Nostalgia sport tourism, one of Gibson’s (1998) three forms of sport tourism, appears to have received little scholarly attention in contrast to active sport tourism and event sport tourism (Fairley, 2003; Gibson, 2002, 2003; Ritchie & Adair, 2004). Despite this apparent lack of research relative to the other two domains, insightful and thought-provoking scholarship has emerged within nostalgia sport tourism. Sociology, which is one of sport tourism’s parent disciplines, has influenced much of this scholarship (Gibson, 2004; Harris, 2006). Among other things, this epistemological orientation has yielded the importance of emotion and memory to nostalgically oriented experiences. This paper considers …

Ua3/9/3 President's Office-Ransdell Reading File, Wku Archives, Virginia Brothers, Aaron Shuford

WKU Archives Collection Inventories

Reading file of outgoing correspondence regarding the administration of WKU, fund raising, thank yous and letters of condolence.

Marketing And Outreach In Law Libraries: A White Paper, Amanda Runyon, L. Cindy Dabney, Carol A. Watson, Liz Mccurry Johnson, Emily Lawson, Shira Megerman, Jamie Summer, T.J. Striepe, Michele Thomas

Articles by Maurer Faculty

In recent years, libraries have turned to marketing and outreach to better educate library users about services and resources while gaining an understanding of their needs. Marketing and outreach are relatively new concepts in academic law libraries, and librarians tasked with these functions have found resources and examples of this type of work to be lacking. Though focused on academic law libraries, the article identifies the challenges facing all law libraries, explains why libraries need marketing and outreach plans, and provides examples of marketing and outreach successes.

Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley

School of Computer Science & Engineering Faculty Publications

Purpose - There are two claims made by the web marketing/advertising industry. 1) By collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals. Although we share an interest in ending social discrimination, we are more circumspect about pronounced individualism and technological fixes. Despite its appeal, or perhaps because of it, we should not accept the claim at face value. In this paper we argue that social discrimination may not disappear under smarter marketing; more overt forms may wane only to be replaced by more subtle forms. …

Top 10 Law School Home Pages Of 2012, Roger V. Skalbeck, Matthew L. Zimmerman

Georgetown Law Faculty Publications and Other Works

For a fourth consecutive year, every website home page of every ABA-accredited law school is evaluated and ranked based on objective criteria. The goal is to identify well-executed sites adopting best practices. For the 2012 report, twenty-six elements are evaluated across these three categories: Design Patterns and Metadata, Accessibility and Validation, & Marketing and Communications. For 2012, there are four new elements, two prior elements have been combined, and one element was dropped.

For 2012, forty-six schools now use the HTML5 doctype, which is up from thirteen in 2011 and just one in 2010. Eighteen schools achieve perfect scores in …

How Minority Sporting Organisations In Ireland Are Promoting And Growing Their Sports Using Social Media: A Public Relations Perspective., Peter Lucey

Theses

The aim of this research study was to explore how minority sports organisations in Ireland are using social media to effectively grow and promote their sport. The researcher has analysed how these organisations are currently making use of social media and how it has benefited them in their operations. Relevant secondary literature was studied in depth along with the primary research methods that were used for this study. The research methodology used by the researcher constituted elements of both quantitative and qualitative analyses. Interviews and questionnaires made up the main research tools in addition to an action research approach as …

Electronic Word Of Mouth: The Effects Of Incentives On E-Referrals By Senders And Receivers, Jan Ahrens, James R. Coyle, Michal Ann Strahilevitz

School of Economics and Business Administration Faculty Works

No abstract provided.

How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford

Marketing Faculty Publications

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …

Evidence-Based Marketing Strategies To Increase Student Membership In A Professional Association, Laura Aldrich

All Graduate Theses, Dissertations, and Other Capstone Projects

Membership acquisition and attrition is vital to the survival and growth of a voluntary professional association. The percentage of social work students who are members of social work voluntary professional associations is low (Attinson & Glassberg, 1983). The purpose of this project is to understand the acquisition and attrition of students in order to develop marketing strategies to increase student membership. Voluntary professional associations value student members because they are the future of the profession and the association (NASW, 2013). Student membership in a voluntary professional association is important for students as this participation provides students with opportunities for socialization …

Rhetoric And Framing: Influence On Public Opinion In The Martin/Zimmerman Case, Milagros Figueredo Sowers

Communication & Leadership Dissertations and Theses

This study seeks to analyze the importance of framing on public opinion. This analysis looks at the characteristics of communication and how they are conveyed. It also seeks to examine underlying themes in cases where public opinion was radically shifted and perceptions changed. This style of qualitative measurement is able to provide suggestions on why a media source would present a specific topic one way and then slant a similar topic in a different manner or format . Mass media is looked at in a critical manner with an attempt to hypothesize as to its purpose in use of framing. …

The Role Of Race In Marketing Communications, Brandice Patrice Saunders

Communication & Leadership Dissertations and Theses

Americans are living in an age ofadvertising and successfuJly marketing to the right groups at the right time can enhance a brands marketing edge. However, in order to consider marketing successful, the marketing communication's message needs to be created appropriately. Guided by Social Cognitive Theory and Stuart Hall's Encoding/Decoding theory, this thesis examined how marketing communications have been displayed to Blacks, Whites, and Hispanics via television commercials. Also examined were how marketing communications via television commercials were perceived by each ethnic group and whether that group identified with the communication or had a cultural affinity towards the message. Results of …

2013 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2013.

2013 Web Features, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Web features for 2013.

The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden

USF Tampa Graduate Theses and Dissertations

Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …

Factors Prospective Students Consider When Selecting An Mba Program, Lorie Plyler Briggs

USF Tampa Graduate Theses and Dissertations

This paper adds to existing literature regarding MBA selection processes and helps identify and better understand the needs that motivate consumers to pursue an MBA degree. Through a series of qualitative, one-on-one interviews with 17 brand-new MBA students or prospective students, this research found that while many people have "always wanted" to earn the advanced degree, most have toyed with the idea of a graduate business degree for many years. The most frequent reasons that people cite regarding their decision to seriously consider an MBA at a large southern university centers around four desires. These are, not surprisingly, the desire …

Cause-Related Controversy: An Analysis Of Corporate Sponsor Response To The Susan G. Komen/Planned Parenthood Crisis, Christina Maria Cameron

USF Tampa Graduate Theses and Dissertations

ABSTRACT

This qualitative study advances crisis communication and relationship management application and theory by examining the crisis response strategies used by corporations during a time of crisis involving a nonprofit partner. A qualitative content analysis was performed on the Facebook pages of 57 companies that were corporate partners of Susan G. Komen in early 2012. Nineteen companies responded using their Facebook accounts during two crisis periods studied. The researcher argues that consideration must be given to additional contingent factors beyond those proposed by situational crisis communication theory. Contingent variables related to the corporations' relationship with the charity, including level of …

Chinese Consumers' Evaluation Of Domestic And Foreign Products: The Roles Of Country Of Origin And Product Usage Experience, Yuze Gao

USF Tampa Graduate Theses and Dissertations

Although COO has been a topic of central interest in international marketing research, most work has focused on consumers in western countries. The concept of product usage experience, though often implied in COO research, has yet to be investigated more directly and explicitly. The goal of the study is to examine the relationships among COO perceptions, product usage experience and purchase intention among Chinese consumers. The study examined two kinds of product usage experiences (usage variety and frequency) pertaining to products (products in general and laptop computers in specific) made in two countries (America and China). Empirical data gathered from …

Amazon.Com: Offering Everything From A To Z, Stephanie Lang, Logan Tinder, Jarett Zimmerman, Jeffrey S. Harrison

Robins Case Network

Amazon’s focus on customer service has led to an impressive record of growth and profitability. However, late in 2012, the company posted a quarterly loss. This asks whether the company may be sacrificing profits in the interest of growing rapidly. It also explores the incredibly competitive environment Amazon faces.

Ethical Sales And Marketing For Small Businesses, Margaret E. Gonzalez

Communication & Leadership Dissertations and Theses

This thesis examines the importance of ethical sales and marketing in relation to small businesses. Most research in this area has focused on large businesses and therefore ignores the importance of factors such as financial and time limitations. Because of these limitations, many small businesses are viewed as having cutthroat sales and marketing teams that ignore basic ethics and are primarily motivated by business and financial growth. The thesis examines ethical marketing in relation to Kant’s Categorical Imperative, Habermas’ Discourse Ethics, and Pearce’s Coordinated Management of Meaning (CMM). A content analysis was completed to determine how small businesses can ethically …

Rhetorical Analysis Of Successful Brands In Social Media Discourse, Maja Stevanovich

Communication & Leadership Dissertations and Theses

The expression "content is king" is a sentiment those in the marketing and public relations industries live by. When it comes to social media, still considered a newer form of communication, not all brands are sure of what makes for successful utilization of the medium. This study performed a rhetorical analysis on three brands considered to be social media standouts in their respective industries, Coca-Cola, Southwest Airlines and the U.S. Army and identified patterns on what makes these brands successful in their social media discourse. The study proved that social media discourse has much to do with sound communication principles …

2012 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2012.

Impact Of The 2003 Illinois Gaming Tax Rate Increase On Marketing Spending And Cross-State Substitution, Mikael Bengt Ahlgren

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate three potential consequences related to the 2003 Illinois Gaming Tax rate restructuring. The first section presents the assessment of whether a higher tax rate motivated an Illinois casino operator to reduce of marketing/promotional expenditures in an attempt to negatively influence revenues. The second establishes if the surrounding state gaming operators reacted to the increased Gaming Tax rate in Illinois, by raising their marketing spending. The last section clarifies whether the changes to the Illinois Gaming Tax Schedule impacted gaming volumes in the neighboring/competing states of Indiana, Iowa, and Missouri.

The analysis relied …

Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels.

Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with …

Cleaning Up Dirty Politics: A Social Marketing Perspective On New Jersey's Clean Elections Program, Amy H. Handlin

Atlantic Marketing Journal

This paper reviews the outcome of a state electoral reform initiative in terms of the four-stage behavior change process used by social marketers to gauge the effectiveness of their techniques. While the Clean Elections initiative was moderately successful in its Action and Contemplation stages, the author argues that realization of its full potential could be significantly hastened by utilizing the social marketing tools of segmentation, communications research and pretesting.

The Effects Of Television Food Advertising On Childhood Obesity, Aleathia Cezar

Nevada Journal of Public Health

Children’s food choices are influenced by the media, television advertising, focusing directly at infants and toddlers. This literature review presents multiple studies that explain how TV advertising of fast food, sugary cereals and other foods high in calories, fat, sugar, sodium and low in nutrients are contributing to the increase rates of childhood obesity. It is concluded that children are exposed to high amounts of food advertisements which affect young children’s food choices and poor food consumption. Due to the growing numbers of hours that children sit in front of the television, less physical activity and the epidemic of childhood …

Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park

Business Faculty Publications

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences …

2012 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2012.

Reducing Unlawful Prescription Drug Promotion: Is The Public Health Being Served By An Enforcement Approach That Focuses On Punishment?, Vicki W. Girard

Georgetown Law Faculty Publications and Other Works

Despite the imposition of increasingly substantial fines and recently successful efforts to impose individual liability on corporate executives under the Park doctrine, punishing pharmaceutical companies and their executives for unlawful promotional activities has not been as successful in achieving compliance with the Federal Food, Drug, and Cosmetic Act (FD&C Act) as the protection of the public health demands. Over the past decade, the Food and Drug Administration (FDA) and the Department of Justice (DOJ) have shifted their focus from correction and compliance to a more punitive model when it comes to allegedly unlawful promotion of pharmaceuticals. The shift initially focused …