Marketing Commons^™

2014-April-29-Etsu’S Little Bucs To Hold Slocumb Galleries Art Exhibit Fundraiser, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-29-Etsu To Hold Bristol Area Event For Prospective Transfer Students, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Case Study On The First-Time Use Of A Webinar By A Small Marketing Firm, Lauren M. Harrison

College of Journalism and Mass Communications: Professional Projects

The term webinar has become part of the English language, but use of this technology is not yet widespread. Can a webinar help a small marketing firm reach its broad audience efficiently and effectively? That was the question asked by Harvest Retail Marketing before it decided to launch its webinar series. This paper discusses the advantages and disadvantages as well as best practices of webinars when used by a small marketing firm. The research also presents “next” practices that can be used in the planning and presentation of a first-time webinar by other small marketing firms.

2014-April-29-Tsbdc At Etsu To Offer May Training Classes For Small Businesses, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-29-Collegium Musicum Sounds Of The Continent, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Essays On Consumer's Psychological And Behavioral Responses Toward Social Coupons, Chinintorn Nakhata

USF Tampa Graduate Theses and Dissertations

Traditional economic theory suggests that consumers are likely to prepay for a product/ service that appears to be heavily discounted. However, in reality, many consumers do not think and act to achieve that goal. This is evident in consumer's psychological and behavioral responses toward a new type of price promotion, namely social coupons (SCs) (i.e., online coupons that offer consumers a substantial discount with a long redemption period when they prepay for a retailer's products/services). Such responses generate vital impacts not only on consumers themselves in terms of saving maximization but also on service retailers (e.g., sit-down dining restaurants) and …

The Effectiveness Of Viral Advertising Messaging Techniques On Social Media, David Teeples

Honors Capstones

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

The Misunderstanding Of Multi-Level Marketing, Adrienne D. Reavis

Senior Honors Theses

The structure of multi-level marketing has been mistaken for a pyramid scheme with the introduction of companies, such as Amway, Avon and Mary Kay Cosmetics. The concept of multi-level marketing includes a system of selling a company’s product that involves a pyramid of sales persons. Even though a pyramid structure is present within multi-level marketing, it does not influence the entirety of the business. Because multi-level marketing is a successful manner in which individuals can achieve financial freedom, multi-level marketing companies have migrated to various parts of the world, especially China. However, recent controversies have occurred in China because the …

2014-April-26-Drug Take Back Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-25-Etsu Names Dr. Judith Slagle As Interim Dean Of The Honors College, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Social Media Strategic Plan For Under Armour, Ashley Leers

Senior Honors Theses

This thesis is a study of the effects of social media on an organization’s integrated marketing communications strategy in general and provides a proposal of how the sports apparel company Under Armour could use social media to enhance its promotional strategies. It is a discussion of the implications that social media has on consumer behavior with focus on how social media has changed the way today’s consumers interact with brands. This thesis provides an analysis of the growing importance of social media being implemented within a business. Benefits discussed include the appeal of social media over traditional media, increased customer …

2014-April-24-Sen. Lamar Alexander And Ellen Wilhoit To Speak At Etsu Commencement, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Advanced Course In Professional Selling, Terry W. Loe, Scott A. Inks

Faculty Articles

More universities are incorporating sales content into their curriculums, and although the introductory courses in professional sales have much common ground and guidance from numerous professional selling texts, instructors teaching the advanced selling course lack the guidance provided by common academic tools and materials. The resulting potential variance in content and pedagogy in advanced selling courses makes comparing programs or assessing the relative preparedness of students coming from different universities challenging for recruiters, faculty, and students. A review of the syllabi of the instructors currently teaching the advanced selling course reveals common themes, content, and pedagogy that are helpful to …

2014-April-24-University School Ranked Fifth In State By U.S.News, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-23-Corazon Latino Jonesborough, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-23- Day Without Shoes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-23-Etsu To Sponsor Kingsport Area Safety Council’S Annual Safety Seminar, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-23-Drug Takeback Day Announced, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

23-APR-2014

Drug Takeback Day Announced

Drug Take Back Day is Saturday, April 26th. The Johnson City, TN area residents have the opportunity to dispose of expired, unwanted prescription drugs--and dispose of them safely.

Following The Flows Of Money To Supply Chain Sustainability, Loonie Ikaika Bullock, Dr. Kristie Seawright

Journal of Undergraduate Research

The purpose of this project was (1) to conduct exploratory research on the flows of money within supply chains, including aid chains that exist in poverty environments, and (2) to identify the potential of money flows to mask inefficiencies in the supply chain that can threaten enterprise viability.

Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo

Senior Honors Theses

The Walt Disney Company has always been an organization that has prided itself on its corporate image. One of their biggest successes has been their 11 theme parks across the globe. Ever since its creation in 1955, Disneyland has been known as "the happiest place on earth." However, many wonder how this reputation came to be and how it is being maintained today. To find this answer, one must look to the creative minds behind Disney's public relations. By examining the Disney parks and their public relations history, tactics, crisis management and current and future campaigns, companies can find out …

Reflections Magazine - A Promotional Magazine For Reflections Adoption Ministry, Kamryn Reynolds

Senior Honors Theses

For my senior honors thesis I have received permission to present a project along with its scholarly apparatus. I will be displaying ways to apply communications to ministry. The project will be a promotional magazine and informational materials. For the thesis I will include the magazine and a press release. I will be approaching some marketing techniques for a non-profit organization and assessing potential ways to reach the public. Many organizations are doing incredible work to fight social injustice and oftentimes few people understand the issues. I want to show how communication can revitalize ministry and get the word out …

2014-April-22-Carter Railroad Museum Norfolk And Western Then Andnow, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Effect Of Scarcity On Consumer Purchase Intentions, Jeremy Sanders, Stephanie Morgan

Innovate UNO

Can placing time constraints on promotions result in increased consumer response? According to Brannon and Brock (2001), when consumers are aware of product scarcity, they are more likely to exhibit greater purchase intentions. Our goal is to test if scarcity positively influences consumer preference when consumers are informed that the product is available for a limited time only. We ran an experiment that involved 100 actual Starbucks consumers. We handed out two different sets of questionnaires at five different Starbucks stores in St. Tammany Parish and Orleans Parish. In the experimental condition, consumers learned that Pumpkin Spice Latte would be …

Walt Disney And The Propaganda Complex: Government Funded Animation And Hollywood Complicity During Wwii, Amanda Cunningham

Graduate Research Symposium (2010 - 2017)

Walt Disney’s work as an animator during World War II had a measurable impact on culture and in the development of government produced messages. It is important to examine this understudied area of Disney’s life and his studio’s efforts to produce wartime training and propaganda films during WWII. Government agencies, including the U.S. Treasury, contracted Disney to produce 32 animated shorts between 1941 and 1945 (Gabler, 2007).

Employing a semiotic approach of cinema, this study focuses on the cartoons The New Spirit (1942), Der Fuehrer’s Face (1943) and Education for Death: The Making of the Nazi (1943). While American wartime …

The Role Of Self Concept In Consumer Behavior, Marisa Toth

Graduate Research Symposium (2010 - 2017)

Understanding the processes that underlie consumer behavior has become an increasingly important area of research, especially for businesses and marketers. One of the most commonly studied variables believed to impact consumer behavior is self-concept.

The purpose of the current study is to examine the influence of self-concept in consumer behavior and identify factors that influence the relationship. Specifically, what is the relationship between different aspects of the self-concept and the consumption of publicly and privately consumed luxuries and necessities? Furthermore, how will this relationship be affected by the level of self-monitoring an individual displays?

The Status Of Women Leaders In Utah Businesses, Susan R. Madsen, D. Candice Backus, Glaucia Jones

Marketing and Strategy Faculty Publications

In September 2013, the Center for American Progress released a report titled“ The State of Women in America: A 50- State Analysis of How Women Are Faring Across the Nation.” This report ranks Utah last of all 50 states in terms of women being in positions of decision making and leadership. Although the focus is solely on the percentage of women in elected office and private sector management positions, we feel that a more detailed look on the status of women in leadership in various sectors within the state is useful. This is the last of four 2014 briefs, each …

Tie Strength, Embeddedness, And Social Influence: A Large-Scale Networked Experiment, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

We leverage the newly emerging business analytical capability to rapidly deploy and iterate large-scale, microlevel, in vivo randomized experiments to understand how social influence in networks impacts consumer demand. Understanding peer influence is critical to estimating product demand and diffusion, creating effective viral marketing, and designing “network interventions” to promote positive social change. But several statistical challenges make it difficult to econometrically identify peer influence in networks. Though some recent studies use experiments to identify influence, they have not investigated the social or structural conditions under which influence is strongest. By randomly manipulating messages sent by adopters of a Facebook …

2014-April-21-Higgs Reading Series Features Poet-In-Residence Dr. Don Johnson, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Effects Of Brand Trust, Perceived Fit And Consumer Innovativeness On Fashion Brand Extension Evaluation, Hyunjong Chung, Soyoung Kim

Atlantic Marketing Journal

This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontal extensions for fashion brands. Data were collected from 187 female consumers aged 18 or older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression results showed that brand trust was a positive predictor of the overall evaluations of both vertical and horizontal extensions, whereas consumer innovativeness was a negative predictor of the overall evaluations of both extensions. Perceived fit exerted a negative impact on the evaluation for vertical extension but had a positive impact …

The Meaning Of Money And Possessions: A Cross-University Comparison, David J. Burns, Pola B. Gupta

Atlantic Marketing Journal

The purpose of the paper is to examine whether students attending state universities and Jesuit universities possess different levels of love of money and materialism. Students attending marketing classes at two universities in the same region of the U.S. (one state and one Jesuit) were asked to complete a survey containing instruments to measure their love of money and their materialism. The results suggest business students attending a Jesuit university have lesser love of money than those attending a state university, but higher materialistic envy.