Marketing Commons^™

2019-May-21-Board Of Trustees Meeting, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-21-Denton Earns National Award For Commitment To Rural Health, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-20-College Of Nursing Presents Inaugural Daisy Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-17-Pack Appointed To New Substance Abuse Advisory Council, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Multiformat Communication Strategies: A Conceptual Framework And Empirical Investigation Of Video Formats, Jordan Worth Moffett

LSU Doctoral Dissertations

Essay One was conducted to build a more complete view of bilateral, multiformat customer–firm communication. A review of communication theory builds a foundation for effective multiformat strategies across different exchange contexts (e.g., message complexity) and timing factors (e.g., relationship duration), while accounting for both positive and negative aspects of communication richness. Four perspectives on multiformat communication during exchange events suggest pertinent propositions and produce three parsimonious tenets. First, the authors propose a communication theory foundation for relationship marketing; second, they compile and synthesize extant research. Third, they identify six fundamental communication characteristics associated with different formats. Finally, they integrate insights …

Moosejaw Market Expansion Into France, Rachel Renou

Honors Projects

This research project examines the Moosejaw brand, the outdoor apparel industry, and an overview of France’s political, economic, and cultural environment. The research goal is to analyze key aspects of France that would influence a business’s decision to expand into the country. The information regarding France’s fit for new businesses would then be tailored to Moosejaw to implement. Data found throughout the research process that characterize France as a good fit or not for new foreign business include the current political state of rioting by the Yellow Vests, Macron’s future pro-business plans, the French high quality of life standard, shifting …

Tony Yang, Tony Yang

Summer 2019

A recent Stories of Andrews piece featured Tony Yang, our associate vice president for Marketing & Enrollment Management and chief marketing officer. See the ways God has moved in Tony’s life at andrews.edu/stories

Andrea Luxton

2019-May-15-Etsu Pharmacy School Receives Grant To Support First-Generation College Student Outreach, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-15-Twenty Under 20 Award Recipients, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Power Of Promotional Marketing To Millennials, Colleen Longley

Honors Program Theses and Projects

As Millennials are currently at the forefront of the consumer population, their business is an essential partnership. When targeting the Millennial Generation; the most effective component of the Marketing Mix is Promotion. The main purpose of this thesis is to highlight the importance of adaptability and increased targeting toward the Millennial Generation. The methodology will include: a combination of data from primary and secondary research on the Millennial’s Promotional Marketing experience, and an analysis of successful promotional strategies from the corporate and industry level. The research will clearly identify the overall importance and benefit of the Promotional Marketing Strategy of …

2019-May 14-College Of Nursing Reports 100% Dnp Pass Rate For 2018, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-14-University School Is Ranked Ninth, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

2019-May-13-Free Talks To Address Recovery-Related Options For Opioid Users, Babies, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Investing In Faculty To Improve Attendance At Collegiate Athletic Events, Nicholas Ocampo

Honors Projects

NCAA Division I institutions across the nation have consistently experienced declining attendance numbers at home athletic events over the past few years. Acknowledging this downward trend, this study explores how making an investment in faculty can positively influence attendance numbers and faculty involvement in athletics. In addition, studies have supported the notion that a high level of fan support and attendance at athletic events can be correlated to team success. Accordingly, Bowling Green State University (BGSU), a mid-major school that sponsors 18 NCAA Division I varsity athletic programs, has implemented a faculty, staff and retiree ticketing program in order to …

The Correlation Between Online Marketing Strategies And Fundraising Performance Of Nonprofit Organizations, Goran Orucevic

M.A. in Leadership Studies: Capstone Project Papers

Through primary and secondary data collection, this research explores the correlation between online marketing strategies and fundraising performance of small nonprofits. The purpose of this research was to identify the needs and challenges of small nonprofit organizations' marketing departments, in order to create a new marketing strategy that would help them reach their goals. The study identified several problems which small nonprofits commonly face. As a result, a new Influencer Marketing Platform has been designed, with an intent to solve the issues of volunteer based or part-time marketing staff, the lack of budgets for promotional campaigns, and the inability to …

Brand Expansion Vs. Strong Consumer Relationships, Julia Da Motta, Mitchell Hamilton

Honors Thesis

Brand transgressions are defined as violations of the norms defined by the relationship between the brand and its consumers. In other words, it is when a brand takes an action that goes against what they promised their consumers, or what the consumers expected, based on the repeated interactions between the brand and the consumers. When brands are highly adopted by a very specific group of consumers, these controversial actions might give these consumers the idea that the brand is “cheating” on them, moving away from them and going against the image and personality that the brand has worked so hard …

2019-May-10-Grant Writing Workshop, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-10-Shuaib Siddiqui, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-10-A New Species Of Rhino, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Creating The Level Up Festival: Marketing & Production Plan, Lauren Jean Cunningham

Honors Theses

The following document is a case study which began on May 20th of 2018 and was researched for the next couple of months over the course of several different internships in the entertainment industry. The purpose of the study was to compare several companies within different arenas of the entertainment industry, along with current market research in order to develop an event marketing plan for the newest live entertainment trend, esports. There were many different methods of research conducted in order to reach the final conclusion. The first method of research was done during several internships over the course of …

2019-May-10-2019 Distinguished Staff Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

How Individual Traits Affect Type Ii Diabetics’ Intentions To Use Wearable Technologies, Ashna Anita Sethi

Honors Theses

This research aims to uncover personality traits that affect type II diabetics’ intentions to use wearable technologies. Survey data of 321 responses were used for data analysis to measure results. Data was analyzed using SPSS software to determine the effects of individual traits on current usage and purchase intentions of wearable technologies explored in the research. The individual traits studied were involvement, impulsivity, and self-consciousness. Smartwatches, smart socks, insulin pumps, and continuous glucose monitors were the wearables studied in this research. Results found that involvement has an impact on future purchase intentions of wearable technologies. However, impulsivity has partial statistical …

Political Consumerism And Branding: An Analysis Of The Exploitation Of Political Movements For Brand Equity And Profit, Ashley Simkovitch

Honors College Theses

This article discusses the ways in which companies and brands project certain political affiliations to consumers. The exploitation or co-option of political or social movements in branding and advertising has been seen for decades, and it is now particularly prevalent since the election of President Trump. In order to be competitive in an era of political consumerism and an age when brands are expected to make a statement or take action regarding political movements, they are facing an increased pressure to integrate values into their brand identities in order to connect to consumers. In this essay, I ask how the …

2019-May-08-College Of Public Health Tackles Appalachia's Pressing Health Concerns, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-08-2019 Faculty Tenure/Promotion Listing, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-08-Lydia Wilson Exhibition, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Text Versus Pictures In Advertising: Effects Of Psychological Distance And Product Type, Yung Kyun Choi, Sukki Yoon, Kacy Kim, Yeonshin Kim

Marketing Department Faculty Journal Articles

The authors examine effects of marketing messages that use text or pictures for advertising durable or nondurable products appealing to consumers’ perceptions of close versus far psychological distance. In three studies, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions toward products to be purchased in the distant (close) future or at a distant (close) location. In addition, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions for durable (nondurable) goods. The research shows that marketers will be most persuasive if they ensure congruence among message formats, product types, and psychological distance.

2019-May-08-Danisha Davis, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-07-Unexpected Finds In Underwater Cave, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.