Marketing Commons^™

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.

Culture And The Impact On Customer Service: Considerations For Offshoring To India, Melodi D. Guilbault, Verna Omanwa

Atlantic Marketing Journal

This paper contributes to the discussion about offshoring of customer service functions in international business research. Offshoring and offshore outsourcing have gained popularity mainly because of economics. Many organizations including the McKinsey Global Institute and the Gartner Group have developed checklists for companies to use in deciding if and where to offshore. These lists include the need to consider cost, availability of skills, environment, market potential, risk profile, and quality of infrastructure (Farrell, 2006). The discussion of culture is not prominent in any of the lists. This may not be an issue with functions that do not require customer interaction, …

Using Marketing Research And Positioning Techniques To Create Imc Campaigns For Private, Charter, Or Public Magnet Schools, John M. Mcgrath Ph.D.

Atlantic Marketing Journal

This article describes how two common tools of consumer marketers, marketing research and positioning analysis, were used to promote enrollment at a private elementary school that draws students from across district lines. The case study uses literature in the relevant fields to follow the process from the development, methodology, and results of the marketing research study to their inclusion in a positioning analysis and map of the school’s perceived strengths and weaknesses, to the final integrated marketing communications (IMC) campaign that resulted.

Who Is Winning The War On Drugs? A Case In Marketing And Demarketing, John E. Crawford

Atlantic Marketing Journal

The production and use of illicit drugs are age-old activities. At different times societies have been more or less tolerant of these activities according to prevailing laws and attitudes. More recently and for several decades the government of the United States has engaged in a “war on drugs.” Part of this war involves the employment of anti-drug advertising to discourage drug use, an activity in which the government has enlisted allies such as advertising agencies to assist in combating drug use. This case contrasts these demarketing efforts with the highly successful use of basic marketing tactics by a group of …

Creating Consumuments: The Use Of Artistic Interpretation Of Text As An Insight Mining Device In Advertising Courses, Tracy Tuten

Atlantic Marketing Journal

The goal of any approach used to gain a foundation of knowledge about a consumer segment is to ensure one can make decisions that are sound strategically and effectively serve the segment. This paper describes a new technique for profiling a consumer segment: creating a consumument. A consumument is an artistic interpretation of text which reflects insight into a consumer segment. The exercise, based on Tom Phillips’ (2005) A Humument, seeks to encourage students to mine for meaning, reflect on consumer perceptions, emotions, and aspirations, and ultimately express their understanding of a consumer group artistically.

Moderator Role In Green Product Purchases., J. Thomas Failla, Pradeep Gopalakrishna

Atlantic Marketing Journal

Abstract: Opinion polls consistently show large majorities of Americans supporting efforts to protect and improve the planet’s ability to sustain life. However, when it comes to environmentally preferable products, firms attract relatively small shares compared with conventional products. The present study examined the effect intentions (Verbal Commitment – VC) , emotions (Affect – Aff) and two moderators (Perceived Consumer Effectiveness – a PCE and Faith in Others – FIO) have on purchase (Actual Commitment – AC) of environmentally preferable products. Support was found for a direct influence of intentions aided by emotions – affect (Aff) – on AC, purchasing of …

Examining The Demographic Profiles Of Thrift Store Donors And Thrift Store Shoppers, Robert D. Montgomery, Mark Mitchell

Atlantic Marketing Journal

ABSTRACT

Thrift Stores can be viewed as conversion mechanisms; that is, they accept merchandise from DONORS and then re-sell the merchandise to BUYERS. These are often separate and distinct groups. The challenge for Thrift Store operators is to separately appeal to each group as a place to donate and a place to shop for merchandise. This study profiles the donors and buyers for Thrift Stores so that store and organizational leadership can better develop marketing strategies to reach these distinct groups.

2014-April-20-Buccaneer Men’S Tennis Team Wins Eighth Straight A-Sun Title, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-20-Women’S Tennis Team Wins Fourth A-Sun Title, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-International Rotations Dublin Arrival, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

18-APR-2014

International Rotations Dublin Arrival

Written by: Lucy Adkins

This month, two groups of two students are visiting Ireland. Emily Sorah and myself our doing an exchange with the Royal College of Surgeons in Dublin, Ireland (RCSI). Matt Hensley and Sean Smithgall are doing an exchange at Cork University in Cork, Ireland. This picture was taken on our first day in Dublin in front of the university with Mr. John Hayden, who is a faculty member at the school of pharmacy.

Emily and my rotation is set up similar to how we would have a rotation at ETSU. We are …

2014-April-18-April Story Slam To Feature Tales Of 'Crossing Borders', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Dr. Linda Garceau, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Dr. Cynthia Chambers Receives Harold Love Award From Thec, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Etsu Professors To Discuss Ukraine, Russia And Crimea, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-18-Choral Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Relationship Between Fashion Blogs And Intention To Purchase And Word Of Mouth Behavior, Cassidy L. Vineyard

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Blogs are an influential social media platform and a powerful marketing tool (Hsu & Tsou, 2011). A corporate fashion blog is an online product community. Online product communities established by retailers enable customers to interact with the company as well as amongst themselves (Nambisan & Watt, 2011). Online communities are a social space wherein relationships and ties are formed among the members and a common set of values and norms are established and shared (Nambisan & Watt, 2011).

The objective of this study was threefold. First it explored what factors shape readers’ intention to browse products on blogs. Based on …

2014-April-18-Scotch Tasting To Benefit Burton Scholarship Endowment, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-17-Etsu Faculty Brass To Present 'Brass Menagerie', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-17-Etsu To Host Old Crow Medicine Show And Carolina Chocolate Drops, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-17-Etsu Bands To Present 'Symphonic Soundtracks', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.