Marketing Commons^™

Analysis Of The Current Public Relations Practices Within The Irish Luxury Hotel Sector And The Importance Of These Practices To The Industry., Aoife Ducatta Lohse

Theses

The purpose of this study was to investigate the current knowledge, importance and application of public relations within Irish Luxury Hotels. Another aim was to find out how the public relations theories of relationship management, strategic management and communications are used in the sector.

The research methodology in this study used a mixed method approach. Quantitative research was used in the form of an online questionnaire and qualitative research was used in the form of semi-structured interviews. The online questionnaire was distributed to all luxury four star and five star properties with an online presence in Ireland with an aim …

Skin Cancer - Education And Prevention: The Role Of Social Marketing, Tim Crowley

Theses

Skin cancer is the most common cancer in Ireland and worldwide. Skin cancer rates have been steadily rising in recent times. The high use of sunbeds in both Ireland and the UK is quite worrisome. Skin cancer is caused by over exposure to UV rays or through the use of sunbeds and as a result it is actually a highly preventable disease. It is estimated that 90-95% of all skin cancers are preventable. This thesis focuses on the use of social marketing in order to educate people on the dangers of skin cancer with the eventual aim of making recommendations …

Online Book-Buying Behavior, Carolina Ziegler

Theses

Generally speaking, the Internet is directly influencing the buying decision-making process of the consumer. More than ask relatives and friends' opinions, current customers tend now to acquire information about products on search engines, social networks, blogs, or websites. Therefore, this research was set to develop a better overall understanding about online buying behavior.

The e-commerce is growing every year and the number of consumers willing to spend money on virtual transactions follows this tendency. In order to better understand this trend, the market for academic books was chosen as a reference to appreciate how consumers behave when buying a specific …

How Is Social Media Changing The Public Relations Industry In Ireland: A Case Study Approach, Linda Wright

Theses

This thesis explores how the evolution of social media technologies are impacting on the Public Relations (PR) Industry in Ireland. It attempts to identify if social media has changed the landscape in which PR Practitioners work and if they believe it has changed the PR Industry in Ireland.

This study attempts to fill the gap in Public Relations research and literature and to merge the social media technologies with the existing Public Relations communication tools.

PR Practitioners recognise the need to embrace social media. However a clear gap exists in the PR industry in Ireland. While some have embraced the …

The Use Of Celebrity Endorsements As A Public Relation, Kate Power

Theses

A huge part of public relations in todays world is based around celebrity and their endorsements of brands, products, services and causes. The use of celebrity endorsement has become such a vital and trusted public relation tactic by so many PR practitioners to create a communication vessel between brand and consumer. This type of engagement between brands and their target audiences has become increasingly important to the Public Relations world for building long lasting and enduring relationships with these consumers and targeted audiences.

The aim of this research is to discover if celebrity endorsement makes an impact within public relations …

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 …

How The Use Of Social Media As A Public Relations Tactic Has Aided Animal Rescue Organisations In Raising Awareness Of Their Cause, Carole Hennessy

Theses

This study aims to contribute to the understanding of the non-profit sector, in particular animal welfare organisations and how social media can be used as a Public Relations tactic which in turn enables them to raise awareness of their cause.

A qualitative research design was deemed the most suitable by the researcher. Semi-structured interviews and a content analysis in the form of a netnographic analysis of the chosen non-profit organisations Facebook pages were used to collect the primary data. Interviewees were chosen on the basis they had knowledge, experience and exposure in their area.

Research findings indicate that social media …

How Has Social Media Impacted The Relationship Between Public Relations And Marketing Functions In Small Businesses., Lorraine Sheehan

Theses

This study is concerned with investigating the impact of social media on the relationship between public relations and marketing functions in small businesses in Ireland. The relationship between public relations and marketing has been debated in the literature and in organisations for many decades. Social media has an influence on the channels of communication which in turn influences public relations and marketing functions.

Both primary and secondary research methods on gathering findings of social media, public relations and marketing functions were carried out. Areas of conflict and tension between public relations and marketing were highlighted. The impact of social media …

How Social Media Networking Is Supporting Customer Engagement And Brand Awareness: A Pr Perspective In An Irish Context., Miriam O'Regan

Theses

The primary purpose of this thesis is to investigate the phenomenon of social media networking in the Irish organisational context. The study examines how Irish organisations are utilising social media networking as a communication platform. The research assesses the aspects of phenomenon that provide organisational advantages in Public Relations. Therefore, aim of the study is to identify how social media networking is influencing customer engagement and brand awareness.

The first research phase comprises of an extensive literature review of key academic sources of secondary research including reports, articles and publications. This review cultivates a range of sources with insight into …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

Assessing The Impact Of Celebrity Ambassadors On The Pr Strategies Of Non-Profit Organisations: A Public Relations Perspective, Allison Kelleher

Theses

There has been increased interest from academics, public relations professionals and industry professionals regarding the impact of celebrity ambassadors on the PR strategies of non-profit organisations. This study aims to contribute to the understanding of the non-profit PR sector and the impact of celebrity ambassadors on this section of the PR industry. A qualitative research design was deemed most suitable by the researcher, and semi- structured interviews were used to collect the necessary primary research data. The researcher interviews two PR professionals and three non-profit organisation representatives regarding this particular study. Interviewees were chosen due to their knowledge, experience and …

Consumer Values And Value Change As Influencing Factors Of Future Purchase Decisions In The Automotive Industry, Marc Uhl

Theses

The intense competition in the automotive industry and thus the pressure to correctly evaluate future consumer demands for successful product development provides the context for this thesis. Previous studies have drawn attention towards a potential change of automobile related personal values among younger consumers, yet failed to present a clear picture of this subject. Building on this background, this thesis investigates the automobile related personal value system of a younger and an older respondent group in order to determine the progression of values between both groups. For the first time, a qualitative approach was applied in this context in order …

What Is The Effectiveness Of Public Relations Tactics Being Utilized By High Street Fashion Brands To Encourage Consumer Knowledge Of Their Brand Identity?, Lynn Ferrari

Theses

This thesis looks to discover if high street fashion brands are utilizing effective public relations. It attempts to identify if the PR tools being utilized by high street fashion brands are evident to the consumer and if they contribute to purchasing power, the model of communication that is being employed by high street fashion brands and if age contributes to the knowledge and effectiveness of public relation tactics and communication tools. Approach: The research involved a two-stage study with the first phase focusing on an extensive literature review of the key sources of secondary research including reports, articles and publications. …

The Effectiveness Of The Investments In Music Event Sponsorship, In The Brand Image Of The Company, Natalia Hara Katayama

Theses

This thesis is being developed as a conclusion project of the degree in Master of Science in Marketing at Lindenwood University. The study will be developed to produce information regarding the effect in the brand image of a company, in the consumer's mind, when investing in music event sponsorship.

Another purpose of this research is to provide the reader a better understanding of the tactic used by many companies which is event sponsorship. In addition, the theoretical review will present cases and theory regarding the usage of the sponsorship tactic in the music industry. Another subject that will be approached …

A Study Of The Pr & Marketing Tactics Used In The Gaming Industry., David Hurley

Theses

The gaming industry in Ireland has changed greatly in the last 20 years. The way in which we communicate has also changed greatly in this time due to technological advancements. This advanced technology has greatly changed the way in which the gaming industry works, as there has been a massive increase in popularity in recent years thanks to the advent of online gaming.

This study aims to examine and gain an understanding of the public relations and marketing tactics being promoted by both game developers and the organisations that supply them. It also assesses the overall impact the gaming industry …

Increasing Organ Donation In Ireland : Social Marketing And Infrastructural Improvements., Ronan O'Sullivan

Theses

There were over 600 patients on the organ waiting list in Ireland in November 2010. This is a substantial increase on the 414 patients on the waiting list in 2008. Ireland also witnessed a dramatic decline in the number of donors from 90 donors in 2009 to 58 donors in 2010. This thesis focuses on investigating the current state of organ donation in the Republic of Ireland, with the eventual goal of recommending alterations to improve the system. In depth- interviews were conducted with eleven leading personnel from the fields of organ donation and social marketing in Ireland as well …

An Examination Of Irish Females Attitudes Towards Nanotechnology Claims Used In Advertising Appeals By The Cosmetics Industry, Deirdre Kelleher

Theses

Cosmetics advertising exert an image of hope and belief to consumers in that these products will dramatically make them look younger and change their lives. Much criticism has been drawn to cosmetic claims based on nanotechnology. Do they work? Are they safe? Do the cosmetic companies use false claims?

Today, the media is saturated with advertisements that promote cosmetic products. The cosmetics industry is becoming more and more advanced due to the use of nanotechnology. Cosmetic advertisements are so common that it is difficult to distinguish one from the other. Celebrity endorsers are being utilised by cosmetic companies to promote …

Impact Of Relational Marketing Of Laptops: High Tech Product Adoptions In A Retail Setting, Anirudha Vasant Bansod

Theses

Marketing has developed from using a simple transactional model to a more sophisticated relational orientation model. Selling and marketing practices are different according to the culture of a country, purchasing power parity, economical situations, political conditions, the demand versus supply gap ratio and the socioeconomic conditions of the market place. Academics have translated these factors into a simple sales discipline. However, every region and country has its own style of business.

The business problem in this study was to understand ‘how retailers develop effective marketing strategies to increase the consumer’s propensity to buy high-tech products from their retail stores in …

Does Marketing Have An Image Problem? An Empirical Study In To The Opinion Of Marketing From The Perspective Of Business And Consumers., Tony Ferguson

Theses

In the 50 year period since the marketing concept was first introduced to business strategy, we have witnessed a shift from the post-World War 2 austerity of supply shortages, to a modern day consumerist society, where maturing markets and an excess supply of goods and services pose serious challenges, in a highly competitive business environment. As competition has intensified, businesses have endeavoured to differentiate themselves from their competitors. Billions of dollars have been invested in research to gain an insight in to what motivates a highly sophisticated and increasingly cynical consumer. These challenges have been exacerbated since 2008, by the …

The Impact Of Celebrity Endorsement On Public Relations And The Consumer, Berenice Geraghty

Theses

Celebrity culture and endorsement has become a huge part of public relations today. Therefore it has become a core tactic within public relations campaigns and is becoming increasingly important as a method for building a long standing relationship with the consumer. The aim of this research study is to discover if celebrity endorsement makes an impact within public relations campaigns - why it is selected as a public relations tactic and how companies select celebrities to go with particular campaigns. The study also aims to discover how celebrity endorsement affects the consumer.

A qualitative research design was chosen as there …

The Marketing Of Toys To Children In Ireland: The Parents' Perspective, Derarca O'Shea

Theses

Children, as a target audience are increasingly attractive to marketers for many reasons. Firstly, children represent an important demographic to marketers, they have their own purchasing power; they influence their parents buying decisions and are the adult consumer of the future (McNeal, 1999). Secondly, the children’s market is ever expanding and marketers see opportunities to reap the rewards by targeting their products at children in an effort to increase sales. Thirdly, children between the ages of 2-11 see more than 25,000 advertisements a year on television alone and until the age of eight years, children do not understand advertisements’ persuasive …

The Effectiveness Of Food Tourism Branding: The Case Of Kinsale, The Gourmet Food Capital Of The South., Lisa O'Riordan

Theses

Kinsale is a small fishing village in West Cork. During the summer months, the population increases from three thousand to over twelve thousand, due to the influx of tourists. This may be attributed, in no small way, to Kinsale’s reputation as the gourmet capital of Ireland. Kinsale has been at the core of Ireland’s food circles for many years, and has successfully branded itself as a food tourism destination.

Despite Ireland’s long association with agriculture, food tourism is a relatively unknown concept in the country. Food tourism includes visiting food producers, attending food festivals, restaurants and specific locations for food …

Social Media As A Marketing Tool For Business Operations, Katharina Jung

Theses

The purpose of this study was to elaborate different social media tools and their benefits as well as their risk for marketers.

An increasing number of companies use social media for their purposes and Internet users spend plenty of time with social media.

The use of social media is on the rise and cannot be ignored anymore. It is more cost-effective than traditional media marketing and distribution as well as other interactive marketing. Traditional media is struggling, but there is a connection between traditional and social media, which shows that these two relate to each other and influence the overall …

The Application Of Social Marketing In Increasing Blood Donation Among Donors And Non Donors: The Case Of Third Level Students., John Healy

Theses

In today’s society, blood donation is dependent on the goodwill of people to voluntarily donate blood without financial reward. There is a continuous need for new blood donors, because the demand for donor blood is increasing, whereas the supply of blood is declining. Three thousand blood donations are needed in Ireland every week. Maintaining an adequate supply is the biggest challenge. Only 3.6% of the population in the Republic of Ireland donate blood. This leaves an enormous potential blood donor base, which if tapped into and maintained could lead to an adequate reserve of donations to meet the transfusion needs …

The Use Of Social Marketing Messages In An Anti-Tobacco Context: An Investigation Of Irish Female Adolescents, Barry Griffin

Theses

The WHO (2008) report states that although tobacco deaths rarely make headlines, tobacco kills one person globally every six seconds. Tobacco kills a third to a half of all people who use it, on average 15 years prematurely. Today tobacco use causes 1 in 10 deaths among adults worldwide - more than 5 million people a year (Murray and Lopez, 2006). The Irish Office of Tobacco Control’s research has confirmed that initiation into smoking is largely a childhood phenomenon. More than 75% of all smokers in Ireland started to smoke before they reached the age of 18 (HBSC Ireland, 2006). …

The Role Of Public Relations In Integrated Marketing Communications, Claire Healy

Theses

This study is concerned with analysing the integration of public relations and marketing practices currently being undertaken by various organisations in Ireland. The concept of integrated marketing communication has been debated in the literature and in organisations for many decades.

This study employs both primary and secondary research methods on gathering findings that focus on the increasingly fundamental role of public relations in marketing initiatives, and highlights the areas where conflict and tension exist. These conflicting areas are having a negative effect on organisations maximising from this integration.

This research gathered both public relations and marketing perceptions on how the …

The Application Of Viral Marketing To The Irish Film Industry, Stephen O'Mahony

Theses

The research examines the concept of viral marketing and in particular, its application to the Irish film industry. It explores the merits of viral marketing as a promotional technique for Irish film and the associated online social media channels through which viral messages are disseminated. Further to this, the study identifies the extent to which viral marketing and online social media have been adopted by Irish consumers and enterprise. Given that viral marketing is still in its relative infancy, the research also takes a conceptual approach so that it contributes to the continued understanding of the practice in general.

A …

A Framework For Analysis Of Spatial Specialisations Of Industry, John Hobbs

Theses

Concentrations of firms in an industry sector within a geographic space or region have exercised the minds of economists for more than 100 years. Several models attempt to analyse the interactions and dynamics of such concentrations. Industry clusters (Porter, 1990) and industrial districts (Becattini 1978, Piore and Sabel 1984, Scott 1988a 19886, Storper 1989) are well known examples.

Yet debate continues about the validity of such models and how they function. While cluster theory has many adherents, spatial boundaries of a cluster and its determinants of competitive advantage remain controversial. Several variants of industrial district have been analysed, and according …

Socially Responsible Advertising In The Fashion And Cosmetic Industry : The Female Consumers’ Perspective, Christine Murphy

Theses

This study explores the portrayal of women in advertising in the fashion and cosmetic industry. While traditionally, companies have employed the use of highly attractive thin women known as the thin ideal in their advertisements, there have been some moves in the industry towards the use of women of various ages and sizes in an attempt to celebrate female beauty as a whole instead of focusing on the thin ideal. This has been in response to criticisms of the industry as dominant contributors to high levels of negative body images, dissatisfaction, extreme dieting and eating disorders among girls and women. …

Integrated Marketing Communications: Student Recruitment At Cork Institute Of Technology, Mervyn O'Mahony

Theses

Competition has, and will continue to intensify further in the third-level educational sector to attain increased student numbers into the future. Third-level Institutes must focus on marketing activities, and understand that without an effective marketing communications strategy, the possibility of attracting increased numbers of students is negligible.

Cork Institute of Technology faces unprecedented funding shortfalls. This coupled with a soon to be introduced new funding mechanism, based on student numbers, has made it imperative for CIT to exploit new and innovative marketing media to generate awareness of the Institute and the courses it has to offer.

The students of today …