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Dissertations / Theses on the topic 'Promotional advertising'
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Baardman, Lennart. "Analytics in promotional pricing and advertising." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122389.
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This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections.Thesis: Ph. D., Massachusetts Institute of Technology, Sloan School of Management, Operations Research Center, 2019
Cataloged from student-submitted PDF version of thesis.
Includes bibliographical references (pages 191-198).
Big data and the internet are shifting the paradigm in promotional pricing and advertising. The amount of readily available data from both point-of-sale systems and web cookies has grown, enabling a shift from qualitative design to quantitative tools. In this work, we address how firms can utilize the power of analytics to maximize profits in both their offline and online channels. First, we consider an online setting, in which an advertiser can target ads to the customer in question. The goal of the advertiser is to determine how to target the right audience with their ads. We study this problem as a Multi-Armed Bandit problem with periodic budgets, and develop an Optimistic-Robust Learning algorithm with bounded expected regret. Practically, simulations on synthetic and real-world ad data show that the algorithm reduces regret by at least 10-20% compared to benchmarks.
Second, we consider an offline setting, in which a retailer can boost profits through the use of promotion vehicles such as flyers and commercials. The goal of the retailer is to decide how to schedule the right promotion vehicles for their products. We model the problem as a non-linear bipartite matching-type problem, and develop provably-good algorithms: a greedy algorithm and an approximate integer program of polynomial size. From a practical perspective, we test our methods on actual data and show potential profit increases of 2-9%. Third, we explore a supply chain setting, in which a supplier offers vendor funds to a retailer who promotionally prices the product to the customer. Vendor funds are trade deals in which a supplier offers a retailer a short-term discount on a specific product, encouraging the retailer to discount the product.
We model the problem as a bilevel optimization model and show that a pass-through constrained vendor fund mitigates forward-buying and coordinates the supply chain on the short term. Finally, we present a pilot study on the impact of promotional pricing on retail profits. We assess the potential impact of our promotion planning tool on historical data from a large retailer. Our results suggest a 9.94% profit improvement for the retailer.
by Lennart Baardman.
Ph. D.
Ph.D. Massachusetts Institute of Technology, Sloan School of Management, Operations Research Center
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Rajanna, Kanchen. "Promotional program for the Center for Graphic Design History /." Online version of thesis, 1991. http://hdl.handle.net/1850/11286.
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Andersson, Philip, and Kristiana Malinova. "Promotional Products : A quantitative study about which promotional product are thebest to be used in general and specific industries." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19365.
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Title: Promotional Products - A quantitative study about which promotional product are thebest to be used in general and specific industries Authors: Philip Andersson and Kristiana Malinova Supervisor: Jean-Charles Languilaire Examiner: Christine Tidåsen End seminar: 2012-06-04 Level: Bachelor Dissertation in Marketing, 15 Swedish credits, Spring 2012 Key words: promotional products, promotional items, promotional gifts, product advertising,promotion, promotion methods and swag. Question:“Which are the best promotional products to be used by companies in general andin specific industries?” Purpose: The purpose of this study is to describe and analyze the use and the importance ofpromotional products for companies. What we want to achieve with this study is to find outwhich promotional product is the best in general and in specific industries. We will explorethe power of promotional items and how to achieve the best results when it comes to savingtime and money. Theoretical framework: The theoretical framework includes theories regarding whatcompanies need to consider when choosing to use promotional products. The theories whichare used are based to on the four hypotheses which we have chosen to analyze. Methodology and Method: This dissertation is a quantitative study with a deductive andextensive approach. Empirical framework: The empirical framework present findings and statistics of theresearch. Analysis: The four hypotheses are analyzed and critical examined. Conclusion: If companies learn how use promotional products they will gain a greatadvantage on the market. The type of the industry is of great importance when it comes tochoosing the right promotional products.
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Jones, David Blodgett. "Directiveness in promotional communications." Diss., Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/77808.
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The style of a communication may influence a receiver's responses as well as the message's factual, informational content. The degree to which a promotional communication attempts to control a receiver's responses can be defined as a relational and therefore a stylistic variable. This dissertation operationalizes a stylistic variable, directiveness, as the degree to which a persuasive communication instructs the receiver how to respond in terms of action, attitudes and beliefs. Directive messages attempt to limit the receiver's responses while less directive or suggestive messages encourage the reader to make up his or her own mind. Using Attribution Theory and the Cognitive Processing Model as theoretical bases, experimental hypotheses were tested involving the impact of directive versus suggestive messages on receiver responses to one-sided and two-sided communications and high and low involvement topics. Directiveness was found to have significant impact on receiver responses depending on the receiver's level of involvement. The main implication of this research is that how a persuasive communication is worded may influence a receiver's responses to what informational content is presented.Ph. D.
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Thomas, Mark P. "Schuylkill County Community Chorus promotional video." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1989. http://www.kutztown.edu/library/services/remote_access.asp.
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Thesis (M.S.)--Kutztown University, 1989.Source: Masters Abstracts International, Volume: 45-06, page: 2722. Abstract follows appendices. Typescript. Includes bibliographical references (leaves 50-51).
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Smith, Martin Williamson. "Fantasy game-product congruence : an exploration of game advertising and UK gamer attitudes towards around-game advertising through promotional merchandise." Thesis, University of the West of Scotland, 2015. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.714649.
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Ho, Hong Wai. "The discourse of gaming : a critical discourse analysis of casino promotional materials in Macau." Thesis, University of Macau, 2010. http://umaclib3.umac.mo/record=b2456334.
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Marvell, Alan D. "The construction of suburban residential identity in developers' promotional material : with specific reference to North Swindon." Thesis, University of Gloucestershire, 2016. http://eprints.glos.ac.uk/4175/.
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This thesis identifies the multiple meanings of the contemporary suburb by exploring the construction of suburban residential identities through an analysis of developers’ promotional literature. Special reference is made to a large housing development in North Swindon, which was regarded as Britain’s biggest housing scheme when construction first began in 1994 (Webb, 1994; Boddy et al., 1997; Marvell, 2004). Home to over 30,000 people, the final parts of the development are still awaiting completion at the time of writing. Using an approach inspired by Roland Barthes (1972; 1977), this thesis uncovers the multiple meanings of the contemporary suburb in terms of how it is portrayed by housing developers. Interviews with representatives from various housing developers, town planners and architects have helped to identify the process of brochure production and the representation of suburban identities. The findings suggest that meanings within the suburb are not static and change over time. The meanings are largely derived from a rural idyll, yet the constructed form is sub-urban rather than sub-rural. Interestingly, the terms ‘suburban’ or ‘suburb’ do not feature in any of the promotional material sampled. This thesis deconstructs the material using both text and image. Whilst some meanings coexist between text and image there are noticeable differences which are consistent with studies using applied social semiotics (Hodge and Kress, 1988; Kress and van Leeuwen, 2006). This thesis provides a contribution to knowledge because no recent studies have been published on this area of study since Eyles (1987) and Gold and Gold (1990). A deconstruction of text and image has reduced the promotional material to eight superordinate headings that reflect the importance of community, environment, family, heritage, financial incentives, lifestyle, location and design. The methodological approach developed in this thesis has the potential to be applied more widely to suburban developments in North America, Europe and Australia, which suggests that this research can contribute to a wider understanding of suburban form. This thesis widens the debate amongst policy makers, planners and government at both local and national level regarding the contemporary identity of the suburb. It defines what is being constructed today in preparation for tomorrow.
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Barry, Benjamin. "A dream we can believe in : a cross-cultural analysis of consumers' responses to models and promotional copy in fashion advertising." Thesis, University of Cambridge, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.610449.
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Browne, Jennifer Michelle. "Advertising and the Internet : a study of agency-client expectations of the Internet as a promotional tool." Queensland University of Technology, 2006. http://eprints.qut.edu.au/16431/.
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Undoubtedly one of the most significant developments to affect marketing worldwide in the 21st century has been the development of the Internet. As a communication tool the Internet is emerging as a new challenge to mass media advertising. As a result advertising agencies need to readdress their techniques, services and agency structure. Additionally, the shape and form of the traditional advertising agency will need to change along with the adoption and usage of this new interactive media channel. Agencies are now being forced to consider broadening their service offerings to clients. Apart from widening their service offerings, advertising agencies are being driven to invest in building and sustaining valuable client relationships to establish client loyalty, with profit and a healthy bottom-line being the ultimate objectives. Bush, Bush and Harris (1998) point out however, that whilst a growing number of companies are interested in developing an online presence, significant confusion remains about what this new medium will offer stakeholders in the advertising industry. The study undertaken in this thesis explores the relationship between two influential stakeholders in the advertising industry - advertising agencies and their clients. To explore this relationship, the study modified Parasuraman, Zeithamal and Berry's (1988) SERVQUAL model to explore whether gaps exist between agency-client expectations of the value of the Internet as a promotional tool. The SERVQUAL model, which was designed for measuring gaps between service expectations and perceptions, was adapted for use in the business-to-business environment (B2B). In the marketing literature there is little evidence of B2B research in relation to agency-client relationships, nor has there been significant scholarly work exploring the effect of the introduction of the Internet as a promotional tool on the agency-client relationship. The research undertaken in this study aims to respond to this gap in the marketing literature by addressing the broad research question: "How will the introduction of the Internet as a promotional tool impact agency-client relationships?" Undertaking a review of agency-client expectations of the value of the Internet will ascertain whether gaps exist between agency and client expectations of the value of the Internet as a promotional tool. The discovery of gaps in the agency-client relationship in relation to Internet perceptions will indicate potential opportunities and challenges that need to be addressed by advertising agencies interested in extending their advertising services to embrace the Internet as a promotional tool. A major assumption in this inquiry was that gaps would exist between agency and client perceptions of Internet value. In particular, that advertising agencies would perceive the Internet to be a more valuable promotional tool than their clients. This assumption was informed from mass media and industry press, which indicated that advertising agencies were embracing new advertising creative in website design and strategic marketing activities using interactive media such as newsgroups and email to reach customers. However, the research of Bush et al. (1998) and Ducoffe (1996) suggests that little is known about the value of these Internet-based activities. Such thinking raises questions, such as: are advertisers feeling compelled to jump on the Internet bandwagon because of its popularity, or are businesses' desires to use Internet advertising a manifestation of Internet hype? To begin to answer these questions advertising industry stakeholders need to identify whether gaps do exist between agency and client perceptions of the value of the Internet as a promotional tool. The existence of such gaps could lead to tension in the agency-client relationship, which may ultimately mean a loss of client accounts for the advertising agency. Identifying and remedying such gaps could therefore aid in ensuring long-term and profitable working relationships with the agency's clients. To undertake this advertising industry research and respond to the research questions in this study an international advertising agency network, made up of 206 offices in 90 countries and a selection of their clients, were recruited to participate in the study. A two stage survey method approach was adopted because it was a time-efficient and affordable method for collecting detailed information from a dispersed network of professionals. The survey tool was a web-based questionnaire which was firstly submitted to a selection of advertising agencies within the international agency network. On completion of the questionnaire, agencies were asked to provide contact details for their top three billing clients. The second stage of the survey research involved the submission of a client questionnaire to the client contacts provided by the advertising agency. Both questionnaires used a modified SERVQUAL multi-item scale to measure service expectations. Discrete agency and client questions were also included in the respective questionnaires to situate the SERVQUAL analysis within the context of Internet usage, value perceptions and organisational characteristics (e.g. agency size, advertising spend, experience in using interactive media). The major finding of this study is that within the international advertising agency network there were no significant gaps in agency-client expectations concerning the value of the Internet as a promotional tool. Whilst several statistical analyses were undertaken, including bivariate and multivariate techniques such as Pearson's Chi-Square cross-tabulations, independent t-tests and ANOVAs, no statistically significant results are reported. In fact, it was found that advertising agencies and clients have similar expectations of the value of the Internet as a promotional tool. Gaps actually exist in relation to the clients who use the Internet as a promotional tool and agencies who supply Internet advertising services. Many agencies within this international agency network were found to be actively using the Internet, but their Internet advertising functions were not being provided by their traditional advertising agency. Descriptive analyses reported in the findings from this research study indicate that advertising agencies in this international network need to better understand their clients' Internet promotion needs. This will ensure the establishment of healthy, profitable and long-term agency-client relationships in the future. The research findings from this study offer advertising agencies worldwide insight into client expectations of the Internet, as well as other agency services. Furthermore, the findings reported contribute to the current small body of research in relation to B2B relationships in the advertising industry. The groundwork is set for future analysis of agency-client relationships in the advertising industry. In summary, while gaps between agency and client expectations of the value of the Internet as a promotional tool were expected, this research study found that agency and client expectations are quite similar. Analysis did reveal that one important factor, which influences the agency-client relationship, relates to the provision of Internet advertising services. Specifically, when an agency is not responsible for developing and maintaining clients' Internet advertising, these clients are utilising services from external providers of Internet services. These new stakeholders, who provide specialist services (i.e. graphic design houses, Internet advertising specialists and client's in-house Internet services), are changing the competitive environment of advertising services in the industry. Another interesting discovery, specific to the sample population, was that one third of agencies within the study did not provide Internet advertising services to current clients. However, these agencies have clients that use Internet advertising. On the one hand, this finding indicates that opportunities exist for these agencies to extend their service portfolio to embrace Internet advertising. However, it also raises an important question: that is, have these agencies created greater competition by not providing a full service communication portfolio for clients? These factors, and other methodological issues will inform directions for future research to explain the influential role of the Internet within the agency-client relationship in the advertising industry.
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Muller, Jacob-Frans du Plessis. "An explorative study to determine the effectiveness of Vodacom (Pty) Ltd. : Western Region’s advertising and promotional expenditure." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/6433.
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Hasan, Md Kamrul, and Rabia Khan. "Building international brand through promotional Strategy: A case study of MEC: Active Engagement in Bangladesh." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5334.
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Background: The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Kotler and Keller (2006) state that a brand is needed because it identifies the product, and the responsibility of the product hence lies in the hands of the makers or producers of the product. Brands are important in both consumer and business-to-business situations, where a decision of purchase is needed. A strong brand can create sufficient higher total returns to shareholders than a weak brand. Brands are at the heart of marketing and business strategy ( Doyle,1998, p.165) and building brand equity or strong brands, is considered to be one of the key drivers of a business success ( Prasad & Dev, 2000; p.22). Problem Statement: What are the promotional strategies company’s uses to create International brand in order to pursue the potential customer in B2C marketing environment?? Purpose:The purpose of the thesis is to investigate how firm employ effective promotional tools and techniques to create and sustain international brand in the customers mind. Research design: Both Qualitative and Quantitative method is applied in this thesis. Primary data is collected from interview (E-mail and telephone) and internet survey, while secondary data is gathered from books, journals, and internet source. Conclusion: The promotional tools capabilities can help businesses to spread the messages to the mass market. It is very powerful technique to be used to increase brand awareness of the organization. We found out those promotional tools such as sales promotion, direct marketing, personal selling, publicity, advertisement, and internet marketing play vital role to create international brand.
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Tohline, Andrew M. ""Around the corner" how Jam Handy's films reflected and shaped the 1930s and beyond /." Ohio : Ohio University, 2009. http://www.ohiolink.edu/etd/view.cgi?ohiou1248295030.
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Stewart, Malcolm Hynd. "Antecedents, policies and practices of promotional standardisation strategy : a comparison of British MNC's and advertising agencies in three countries across the European Union." Thesis, University of Strathclyde, 2012. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=22553.
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The aim of this thesis is to provide a new insight into the "cause-effect" chain that "traditional" research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies' promotion standardisation decision making which, in turn affects the level of standardisation of these promotional elements - Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion. This framework allowed the researcher to formulate further hypotheses and the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. 300 British MNC's were compared across the UK, France and Germany. In-depth Interviews were conducted after the questionnaire to further confirm the findings from the questionnaire. The framework supports the notion that there are antecedents that drive promotional standardisation. An additional contribution is that the model also looks at the impact of standardisation on promotion more fully than before and adds a valuable contribution in Internet Promotion. The thesis finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest.
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Pelková, Martina. "Návrh marketingové strategie pro firmu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222506.
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The goal of this Master Thesis is to analyse current marketing situation within SYSTRA JM s.r.o. While this paper is aimed at conducting marketing analysis to find irregularities and failures, special attention is drawn, mainly, to suggesting remedial action directed at reducing or outright eliminating potential negative aspects. The final part of the analytical section is devoted to examination of results obtained from conducted interview survey as well as important facts supporting the proposal of SYSTRA JM s.r.o. Communication Strategy.
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Cowan, Kirsten. "Using Your Imagination to Pursue Goals: Diminishing the Effects of Visceral Temptations." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc804884/.
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Consumers consistently set goals for themselves. Despite good intentions, consumers often deviate from their goals. If consumers understand the benefits that arise from goal success, then why do most consumers fail to accomplish goals? Often, temptations are more appealing than achievement of goals; temptations are tangible while the benefits of a goal are difficult to grasp. An individual who uses his/her imagination to visualize goal success makes the goal more present-minded and attainable (Oettingen 2000). Thus, imagination facilitates self-efficacy, the belief in one’s ability to reach a goal. Higher self-efficacy, then, provides an individual with the willpower to achieve a goal (Taylor, Pham, Rivkin, and Armor 1998). Whereas previous work has examined temptations’ relationship with goals (e.g. Fedorikhin and Patrick 2010; Wilcox, Vallen, Block, and Fitzsimons 2009; Zhang, Huang, and Broniarczyk 2010; etc.), the scope of this dissertation study differs. Rather, the research aim is to identify how consumers can overcome visceral temptations. Thus, the main objectives include: contributing new perspectives on goal research by merging the literatures on imagination and visceral cues, outlining how imagination regulates the impact of visceral temptations, and identifying the underlying mechanism that explains how imagination regulates the relationship between visceral cues and ad-evoked thoughts, through self-efficacy.
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Králová, Štěpánka. "Reklama z pohledu českého daňového práva." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76437.
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Various tax impacts of advertising are analysed in the thesis. Advertising is perceived as an instrument serving the purposes of searching customers and supporting sales, and it may subsist in many particular forms. The tax deductibility of adverisement costs for the determination of income tax base are analysed, and consequently the tax implications of various advertising forms are introduced from both of the income tax and VAT view. From the tax point of view, the differentiation between the advertising and entertainment is important. Cost-free provision of promotional items forms a special exception. Furthermore, the gifts are diversified from the sponzoring and also the tax impact on the side of the recipient is mentioned. A special attention is paid to tax impacts of advertising through the means of promotional samples and tasting, price reductions and fidelity schemes. Also the legislation limitation of the marketing competitions are analysed. The respective theme is also influenced by the EU-harmonisation of advertising and tax areas, from which the possible progress in this field may be deducted.
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Barker, Cory Andrew. "Genre Welcome?: Formula, Genre and Branding in USA Network's Programming and Promotional Content." Bowling Green State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1332972861.
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Bairakimova, Kamila, and Arkvik Isabel Quiroga. "Marketing and Facebook : How fashion companies promote themselves on Facebook." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-127158.
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The social media are internet facilities where people can communicate and discuss through different websites or blogs. The social media has changed the world in many aspect and people are becoming more and more addicted to use these networks. People are fond of the social media because they can be social with a high number of individuals, both be real life friends, as well as strangers. Since the social media has grown to become so popular, companies have taken advantage of this as well. Their goal is to promote themselves through these networks as this can be very lucrative for the business. There are many different social media networks however this study will only be about Facebook. The aim of the study is to find out and describe how companies use Facebook for marketing purposes. An observation of how 34 fashion companies use Facebook for marketing purposes was carried out.
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Falk, Rebecka. "Att rekonstruera julens budskap -En kvalitativ studie av hur kommersiella företag och hjälporganisationer använder sig av föreställningar om julen i reklamfilm." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-101718.
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The purpose of this study is to investigate and increase the understanding of how the two commercial companies IKEA and SAS and the two aid organizations/nonprofit organizations UNICEF and Save the Children use perceptions of Christmas to produce messages in their Christmas advertising/commercial film. The study also discusses if there may be communicative and pictorial similarities and differences in how these brands constructs messages in commercials, and why it may be that the brands choose to use these messages in commercials based on the recipient possible interpretations. The theories used in this study are promotional culture, framing theory, preferred meaning, semiotics (denotation and connotation), myth and rhetoric (ethos, pathos and logos). The method used to answer the purpose and issues are the qualitative method that uses the theories semiotic and rhetoric to analyze the material. The study's results derived from the qualitative content analyzes of the material (the brands IKEA, SAS, UNICEF and Save the Children Christmas advertising films) show that IKEA message might want to show that they want to help the customer and that they pay attention to the customer needs. And that IKEA also in that message says that the solution and the products for your Christmas preparations are available at IKEA. SAS uses the Christmas tradition and myth of Santa to describe and make sense of a service, and showing that they care about the customer comes in time, even at Christmas when something is important. UNICEF can therefore be interpreted use Christmas as a persuasion method. UNICEF commercials can be seen to be designed to make the receiver more generous and get the feeling that it wants to contribute. Save the Children's message is focused on you should buy "nothing" for Christmas, and why it should be seen as an alternative to other Christmas gifts on the market. Based on this final discussion research shows that it could be possible that the commercial companies (IKEA and SAS) want to appear less “selling” when they are trying to sell their products or services through messages constructed by notions of Christmas, and that they instead try to ensure the customer needs. The study further shows that the help organizations seem more " selling" when trying to sell their products and get people to contribute to their aid activities. As a result of the need to be more commercial. Why the brands have chosen these messages and strategies can finally, as evidenced by the final discussion, come from the fact that the brands want to create the best competitive opportunities in the market, and that the strategies may have been selected by the brands though they might be considered as the most effective.
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Kocián, Petr. "Komunikační mix a efektivita současné marketingové komunikace společnosti Aviva životní pojišťovna, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76298.
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Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.
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Tohline, Andrew M. "“Around the Corner”: How Jam Handy’s Films Reflected and Shaped the 1930s and Beyond." Ohio University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1248295030.
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Villas-Boas, J. Miguel q. (Joao Miguel). "On promotions and advertising policies : a strategic approach." Thesis, Massachusetts Institute of Technology, 1991. http://hdl.handle.net/1721.1/13717.
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Kennedy, Adam James. "Branded art : advertising promotion and the cultural economy." Thesis, Kingston University, 2009. http://eprints.kingston.ac.uk/20258/.
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Dolson, Shona. "Women's Perceptions Toward Mobile Advertising." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5458.
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The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women's perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile advertising returns by incorporating women's perceptions of mobile advertising into the design of advertising messages. The conceptual framework for this study was user gratification theory. The study population was 5 women business owners from a medium-sized city in the Mid-Atlantic region of the United States. Criteria for study participation included owning a business and using a mobile device to shop. Data were gathered in face-to-face interviews and the review of company documents and websites pertaining to mobile advertising. Yin's 5-step process was used for data analysis. Themes that emerged were value, need, personalization, and time. Business owners, potential business owners, and marketing personnel could benefit from this research. The implications for positive social change include activating management to motivate employees, thereby enhancing employee performance to sustain organizational profitability. Leaders can actively participate in social change by motivating and developing employees, who can then help others and contribute to society by bringing awareness to social causes and providing mentoring and job skills training.
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Nafeesi, Sulaiman. "Advertising in Saudi Arabia." CSUSB ScholarWorks, 1986. https://scholarworks.lib.csusb.edu/etd-project/373.
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Li, Meng. "Narrative Advertising." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etd/2485.
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Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.
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Friberg, Anna, and Lotta Laakso. "Adaptation of Trade Promotion and Advertising - Attitudes Towards Sexual Appeals." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37084.
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MacFadyen, Lynn. "The process and influence of tobacco marketing communications on young people : a qualitative and quantitative study." Thesis, University of Strathclyde, 2001. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21418.
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Attempts to ban tobacco advertising and promotion have always been very controversial. The tobacco industry defends its right to promote a legal product, while others argue that such a dangerous product should not be promoted, particularly where this promotion may encourage smoking amongst young people. In the UK, a tobacco advertising ban has been on the public policy agenda since 1989, and during the period of this thesis, was being actively discussed and progressed by both UK and EU legislators. This study addressed this controversy and was conducted to examine the extent to which tobacco marketing communications was related to youth smoking behaviour and how this process occurred. The work addressed two important gaps in the literature: 1) It examined the entire range of marketing communications devices used by the tobacco industry, including advertising, sponsorship, loyalty schemes, direct mail, sales promotions, point of sale materials, product placement, the internet and brand-stretching. 2) It was based on contemporary models of media/marketing effects which theorise that effects are not necessarily direct or predictable, and may operate through social or wider cultural influences. The research involved two discrete stages of research. First, focus groups were conducted with young people to examine how they engaged with tobacco marketing communications. As a result, a theoretical framework explaining the relationship between youth smoking and tobacco marketing communications was developed. This hypothesised that current smoking was correlated with tobacco marketing communications, perceptions of brands and smoking beliefs. Second, a quantitative survey was conducted to test this model. It was administered to 29 fifteen year olds, using a combination of interviewer administered and self-completion questionnaires. Bivariate and multi-variate analysis indicated that youth smoking was correlated with contact with tobacco marketing, as were certain aspects of brand perception and smoking beliefs. The implications of these findings for theory, research practice and public policy are discussed.
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Dahlén, Micael. "Marketing on the Web : empirical studies of advertising and promotion effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2001. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-607.
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The Web presents enormous opportunities for marketing. The growth and reach of the Internet is unparalleled. There are virtually no limits to the things that can be done but your own imagination. Practitioners and academics alike have raised this new medium to the skies. Yet, the results of Internet marketing efforts have not always lived up to the expectations. This books presents some new insights into the prerequisites for Web marketing effectiveness. Web advertising in theory and practice has mainly focused on the transportation of Internet users to target Web sites. The predominant form of transporters, banner ads, have been evaluated on their clickthrough rates and the target Web sites have been evaluated mainly in terms of number and duration of visits and attitudes toward the sites. Is this adequate? This thesis suggests that Web advertising needs to be advanced with more qualified objectives and tools of evaluation. The goal should not necessarily be transportation of Internet users to target Web sites. Banner ads may work as ads in their own right. Target Web sites need to be evaluated based on the communication objectives. The traditional logic of Web advertising is challenged and the thesis suggests that Internet marketing could be much more effective if designed and evaluated differently. The thesis consists of five articles based on empirical studies. The articles cover Web advertising and promotion effectiveness with respect to a number of important factors, such as involvement, product type, brand familiarity, ad wearout, and Internet user experience. The behaviors of visitors to a retail site are also studied, with important implications for Web site and promotion design.Diss. Stockholm : Handelshögsk., 2001.Article no 1 has been published as:Dahlén, M., Ekborn, Y. and Mörner, N., "To Click or Not to Click - An Empirical Study of Response to Banner Ads for High and Low Involvement Products." in Consumption, Markets & Culture, Vol. 4, No. 1, 2000, pp 57-76.
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Dahlén, Micael. "Marketing on the Web : empirical studies of advertising and promotion effectiveness /." Stockholm : Economic Research Institute, Stockholm School of Economics (Ekonomiska forskningsinstitutet vid Handelshögsk.) (EFI), 2001. http://www.hhs.se/efi/summary/565.htm.
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Lee, Alvin Yiam Chuah. "Re-testing the link between youth receptivity to tobacco promotion and their susceptibility to smoke." UWA Business School, 2008. http://theses.library.uwa.edu.au/adt-WU2008.0233.
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The Index of Receptivity to Tobacco Industry Promotion (IRTIP) is a model that is used by hundreds of articles. The causal claim based on findings from this model is even more pervasive, and has resulted in much of the modern post 1998 tobacco legislation that is still enforced. This thesis tested the link between adolescent receptivity to tobacco industry promotion and susceptibility to smoking. Pierce et al. (1998) reported that they had found a positive and causal association between receptivity and susceptibility by using IRTIP. They claimed that receptivity to tobacco industry promotion was the only significant causal factor affecting adolescent susceptibility to smoking. Exposure to peer and parental smoking was not found to be a significant effect. A review of the literature found that many sections of IRTIP differ from accepted marketing theory on how cigarette advertising and promotions affect adolescent adoption of cigarette smoking. The proxy measures used in IRTIP were shown to diverge from those previously used for measuring the constructs of Attention, Intention, Desire and Action (AIDA) in marketing communications. IRTIP also differs from previous theory by including measures that attempt to quantify the effect of tobacco premiums into a model that was designed to measure the effects of advertising.
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Howenstine, Julie Anne. "Recruitment Strategies Aiming to Attract Females into Undergraduate Engineering Programs: Examining Their Role and Use." University of Toledo / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=toledo1365083563.
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Castonguay, Jessica. "Paradoxical Promotions: Age Differences in Children's Responses to Food Advertising Triggering Multiple Health Schemas." Diss., The University of Arizona, 2014. http://hdl.handle.net/10150/316898.
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The present study investigated whether exposing children to a television advertisement for a sugar-laden cereal that depicts physical activities influences their perceptions of the promoted food as healthy and appealing differently than exposure to an advertisement for the same product without the depiction of physical activities. Differences in the impact each advertisement had on children's attitudes toward and intentions to exercise were also examined. In addition to testing the straightforward effect of advertising exposure, this study explored the potential for age differences to lead to differing interpretations of advertising messages. A 2 (advertising condition) X 2 (age group) experimental design was employed. Participants were randomly assigned to view an advertisement for Frosted Flakes cereal that either did or did not depict physical activities. They were then offered three snack options, including Frosted Flakes, and asked a series of questions pertaining to their perceptions of the advertised cereal, the depicted physical activities, and more general forms of exercise. Exposure to advertising promoting an unhealthy food alongside portrayals of physical activity had an immediate strengthening effect on children's perceptions of the food's healthfulness. Likewise, younger children held more positive attitudes toward the promoted food when they viewed an advertisement associating it with physical activities. However, children's attitudes toward and intentions to engage in any form of exercise did not differ as a result of the advertisement they had viewed, regardless of the child's age. These findings help to explain prior research showing that children's exposure to food advertising is related to nutritional misperceptions. They are consistent with a growing body of research revealing that children respond favorably to food advertisements that associate a product with healthfulness. These findings contrast with food companies' assertions that promoting physical activity in their marketing is encouraging children to maintain a healthy lifestyle.
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Anderson, Sarah E. "Multimedia as a promotion tool : a heuristic approach." Virtual Press, 2008. http://liblink.bsu.edu/uhtbin/catkey/1397367.
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The United States is in an emerging period of transition, shifting to online multimedia campaigns. This research attempts to explore general knowledge of multimedia expansion, and through qualitative research methods provide a successful model for the development of an effective promotion tool. Findings from the heuristic study showed users preferences for varying forms of media, thus demonstrating the need to provide content in many different forms. The findings from this study aide in the development of multimedia, and illustrate the need for further studies in the use of multimedia as a promotion tool.Department of Telecommunications
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Dublish, Sandipa. "Advertising effects on brand search and preference: assessing the mediational role of Aad and Ab." FIU Digital Commons, 1997. http://digitalcommons.fiu.edu/etd/3093.
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Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the small subset of potential inputs the consumer notes in the environment and integrates into the decision. Previous research has identified a variety of factors that affect consumers' prepurchase search behavior. However, there is little understanding of how specific advertisements designed by marketers impact consumers' prepurchase search. A marketer would like consumers to search information that reflects favorably on his/her brand. Hence, s/he would attempt to influence the brands and attributes on which consumers seek information prior to making a choice. The dissertation investigates the process by which a particular marketer's advertising influences consumers' search on available brands, i.e., the marketer's brand and other competing brands. The dissertation considers a situation where exposure to advertising occurs prior to seeking information from any other source. Hence, the impact of advertising on subsequent search behavior is the topic of interest. The dissertation develops a conceptual model of advertising effects on brand search and conducts two experiments to test the tenets of this model. Specifically, the dissertation demonstrates that attitudinal responses generated by advertising mediate advertising effects on search attitudes and behaviors. The dissertation goes on to examine how attitudinal responses generated by advertising and subsequent effects on search alter brand preference and choice.
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Milsom, Greg. "Perceptions Among Senior Consumers Regarding Stereotyping in Magazine Advertisements." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3405.
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Marketing decision makers often employ stereotypes in their advertising messages, but constant exposure to negative messages is offensive to older consumers and contributes toward ageism. The general problem is that many senior adults feel dissatisfied with advertising directed toward them and may not purchase products that they could otherwise enjoy. Based on the tenets of social identity theory, the purpose of this study was to explore the perceptions of a group of senior consumers toward the stereotypes used to portray older adult models featured in magazine advertisements by uncovering the factors that influence purchasing decisions and the stereotypes that are most offensive and least offensive. Study participants included 30 self-selected volunteers living in Maryland and ranging in age from 70 to 85 years. Each participant ranked 40 magazine advertisements that featured a variety of potentially offensive age-related stereotypes. Analysis of the data included correlation, factor analysis, and factor scores. Three unique factors emerged from the data, which were termed Pioneers, Unpredictables, and Cupids. Pioneers, Unpredictables, and Cupids had 17, 18, and 15 distinguishing advertisements, respectively, each at a 95% confidence level. Participants found stereotypes portraying older adults as sickly or weak to be the most offensive. Stereotypes highlighting active lifestyles and loving relationships were least offensive. This study has implications for social change by increasing awareness of the negative effects of ageism in magazine advertisements. Understanding how senior adults perceive stereotypes presented in advertisements may challenge generalizations and facilitate their happiness, health, and positive identity formation.
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Negm, Rasha Ahmed. "The Value of Customer Relationship Management in the Service Industry in Egypt." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/3231.
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Researchers have demonstrated that customer centricity strategies, including customer relationship management (CRM), contribute to 33% of the formula for organizational success. Relationship management theory was used to frame this single case study focused on the factors contributing to successful CRM strategies used by business leaders in a multinational organization in the service industry in Egypt. This company was chosen for its successful implementation of CRM strategies, as shown by online reviews, the company website, and market reputation on its effective campaing results. The population consisted of managers working in the marketing department for more than 5 years. Data collection included semistructured interviews, review of company documents, and onsite observation. Transcribed interviews, company documents, and observational notes were coded for emergent themes. Member checking was used to increase the credibility of the findings. Findings suggested 7 themes that contributed to effective the CRM strategies of this single operation: improving the customer experience, customer segmentation and targeting, improving customer satisfaction and loyalty, organization, market differentiation, sophisticated technical capability, and increasing revenue and profitability. The results from this study may influence social change by helping to create a positive work culture for the employees in this company. Research has shown that customer empowering behaviours positively affect employee creativity, satisfaction, and trust, creating a positive work environment. In addition, these positive changes to the work enviornment may in turn strengthen this organization's sustainability and ability to engage directly in community outreach.
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Teng, Hsiao-Ching. "Successful Marketing Strategies for Promoting Clinical Diagnostic Instrument Validation Packages." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5789.
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Successful marketing strategies for clinical validation packages not only help laboratories increase the accuracy and efficiency of testing, but also facilitate clinical quality awareness and collaboration. False diagnosis and inefficiency in healthcare can be costly, and managers in diagnostic instrument manufacturing organizations need strategies to promote validation packages to help laboratories reduce errors leading to inappropriate treatment. The purpose of this single case study was to explore strategies business development managers use to integrate dynamic capabilities for marketing instrument validation packages aimed to increase clinical laboratory quality and test accuracy. The conceptual framework was Teece's concept of dynamic capabilities. The data collection process involved semistructured interviews with 4 business development managers from a diagnostic instrument manufacturing organization in the western United States who had successfully marketed validation packages. Analysis of the audio recordings, notes from the interviews, and marketing flyers yielded 1 overarching theme, collaboration of cross-functional teams, and 4 subthemes: integration, effectiveness, partnership, and profitability. The results suggested dynamic capabilities created value for validation packages, differentiated the products and services from those from the competitors, and increased customer satisfaction and profitability. The implications for positive social change include the potential to promote validation packages to clinical laboratories and raise awareness of laboratory quality, leading to improved healthcare outcomes.
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Mattheus, Jared Cameron. "The relationship between sales promotion techniques and consumer off-take and attitude within the SA non-alcoholic ready to drink market." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/11586.
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Over the past decade there has been a shift in marketing spend from above the line advertising, to below the line advertising commonly referred to as promotions. This has been brought about by recessionary economic conditions, increased competition, rising media costs and long term profitability prospects. Many fast moving consumer goods’ (FMCG) companies are shifting a large portion of their marketing spend from advertising to sales promotion. This has occurred because of consumers becoming more prone to deals, declining brand loyalty and the growing power of major retail chains. Sales promotion spend can comprise of as much as 50% of the marketing budget in certain industries and the majority of the marketing budget for most FMCG companies. This has been heightened further by the global financial recession which has both direct and indirect effects on South Africa. Approximately 70% of purchasing decisions are made in store by understanding how these decisions are made and how to influence them is essential in developing an effective marketing strategy. Besides product characteristics, promotional techniques are among the most popular instruments used by marketers to influence this process. Global trends show that 83% of all senior marketers increase or maintain spend on promotional merchandise year on year. However, they had limited insight into how to best spend the funds or if they even achieved their intended purpose. Despite the rise in promotional activity, especially in the FMCG sector, limited research has been conducted on the influence and effectiveness in South Africa. The purpose of this treatise, then, is to examine addresses the paucity in research with regard to consumer sales promotions in the non-alcoholic ready to drink (NARTD) market, particularly within South Africa. By developing a relationship model to measure the influence and effectiveness of selected sales promotion techniques on consumer off-take and attitude. That can be used by organisations to retain consumers, grow market share, improve brand equity and achieve higher profitability. Equipping marketers with an improved understanding of the impact of sales promotion techniques and consumer buying patterns within the South African NARTD market and delivering value to consumers through targeted promotions. In order to achieve this goal a thorough literature review was performed which drew on both academic- and industry-based research. This led to the development of a conceptual relationship model which was tested using rigorous measures incorporating questionnaire-style, quantitative data collection and statistical analysis. The research revealed that sales promotion techniques are an important element of a successful marketing strategy and when correctly executed deliver positive business results. FMCG companies operating within the NARTD market need to ensure that they incorporate sampling and premiums into their marketing mix even if this requires them to reduce their spend on above the line marketing activities. Ultimately, sampling and premiums were found to be effective sales promotion techniques within the South African NARTD market and have the ability to positively influence consumer off-take, brand love and buying behaviour.
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Tromans, Philip. "Advertising America : the printing, publication, and promotion of English New World books, 1553-1600." Thesis, De Montfort University, 2015. http://hdl.handle.net/2086/12484.
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This thesis explores how the paratexts to and physical features of English Tudor books about the New World presented the books’ content to their original readers. The contribution this thesis makes to knowledge is threefold. First, the field of study of English travel and colonial literature lacks a bibliographically informed account of how the books’ constitutive elements of type and paper affect meaning. Widespread use of modern editions of the few accessible texts effaces the originals’ rich aesthetic, structural and tactile forms and fails to comprehensively historicise the production and intentions of the books. The careful, contextualised examinations of typefounts and composition included in this thesis go beyond what has been previously done and suggest agendas for further, necessary and illuminating bibliographical work. Second, the thesis presents the first comprehensively investigative survey of how the paratextual elements of the books marketed the New World to Tudor England. It goes beyond John Parker’s fifty-year-old _Books to Build an Empire_ (1965) by considering the full range of forty-three editions’ paratextual apparatus, not just prefaces, proems and dedications. It is simultaneously a counterbalance to the narrow focus on Richard Hakluyt’s anthological _Principal Navigations_ (1598-1600). The thesis begins the much-needed recovery of the conceptual and publication histories of both the constitutive texts reprinted in _Principal Navigations_ and those not included in Hakluyt’s anthology that are nontheless relevant to the history of the genre. Third, this survey that challenges a still powerful teleology: that the publications were unequivocally books to build an empire. Many of these books were in fact marketed as recreational reads. As the paratextual, structural and material features of many of the books this thesis looks at are under-explored and under-reported, close examination of multiple exemplars was necessary to ensure that this thesis is a representative and reliable record of the marketing strategies used to promote Tudor books about America.
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Desfougères, Jean-Marc, and Valentin Bloux. "Behavioural advertising on Facebook : the users perspective regarding leisure industry." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15978.
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Title: Behavioural advertising on Facebook: The user perspective regarding leisure industry. Authors: Jean-Marc Desfougères and Valentin Bloux Supervisor: Albert Thor Magnusson Level: Bachelor Thesis in Business Administration Marketing Key Words: Behavioural advertising, Facebook, privacy, online consumer behaviour, social network, leisure industry, targeting. Purpose: study how a specific age bracket of Facebook users perceives the leisure industry behavioural advertising on this social networking site. Method: This thesis follows a deductive approach. We are using secondary data from books, articles and studies but also primary data thanks to a questionnaire; which allows us to answer our purpose. Theoretical Framework: First define the online consumer behaviour and its characteristics through existing models and then define behavioural advertising, how is the leisure industry using this marketing tool and what are the drawbacks of such practices. Conclusion: The authors conclude that Facebook users are more and more aware of the use of behavioural advertising. But due to a lack of education about such marketing techniques the 18-30 years old tend to adopt mostly strict privacy settings with the intention to block those advertisements. The privacy issue is important and even if the users seems to be interested in the offers of the leisure industry there is still a long way before obtaining a full acceptance of this practice. Then are presented the contributions given and the further research possible regarding this topic.
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Al, Haj Anas. "Leadership Styles and Employee Motivation in Qatar Organizations." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3380.
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Organizations in the public sector in Qatar have a reputation for delivering inefficient services. Leaders lack an understanding of motivational factors affecting public sector employee performance. The purpose of this correlational research was to examine the relationship between leadership styles and employee motivation in public companies in Qatar. The independent variables were the transformational, transactional, and passive-avoidant leadership styles. The dependent variable was employee motivation. The moderator variables were employee age and salary. A sample of 92 employees from 4 public sector organizations in Qatar responded to the online survey. The full range leadership theory served as the theoretical foundation for describing leadership styles of managers as perceived by employees. Self-determination theory served as the theoretical foundation for describing employee motivation. A hierarchical regression model was developed, and results of the study indicated a significant positive correlation between transformational and transactional leadership styles used by managers and employee motivation levels, with a standardized beta coefficient (β) above 0.6, and a significant negative correlation between passive-avoidant leadership style and employee motivation levels, with a standardized beta coefficient (β) below -0.57. Age moderated the relationship between transformational leadership and motivation. Salary moderated the relationship between passive-avoidant leadership and motivation. Leaders of public organizations in Qatar may use the results of this study to better support employee motivation and engagement. The study may contribute to social change by helping managers improve organizational performance and increase efficiency levels.
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Smith, Shaquilla Nicole. "Successful Marketing Strategies Employed by Traditional AM/FM Radio Stations." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6126.
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An increase in Internet radio adverting spending is negatively affecting the revenue of traditional radio stations. Some general managers and sales directors at traditional radio stations lack marketing strategies to compete effectively with Internet radio. Grounded by the attitude toward the ad theory, the purpose of this qualitative case study was to explore marketing strategies that successful general managers and sales directors used at traditional radio stations to compete effectively with Internet radio. The population consisted of 8 general managers and sales directors at traditional radio stations located in southeast Florida, who demonstrated success in developing marketing strategies to compete with Internet radio. Data were collected from semistructured face-to-face interviews and marketing campaign literature. The process of member checking improved the credibility of the analysis and interpretations. Data were analyzed using thematic analysis to identify keywords, phrases, and concepts. The process led to the following 4 key themes: (a) evolution of Internet radio, (b) traditional radio and Internet media platforms, (c) marketing strategies to yield results, and (d) effectiveness of marketing tactics. The findings from the study may contribute to positive social change by providing knowledge useful in improving the lives of consumers by providing targeted messages regarding needed goods and services through free media.
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Škoda, Martin. "Zásady dobré reklamy v kategorii FMCG." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16716.
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Mutchler, Amanda C. "Positive Promotion: The Current State of Body Positivity in Women's Magazine Advertisements." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1555441883374652.
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Thomasson, Joshua M. "The Super Bowl and Advertising: An Analysis of Firm Enhancement." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/835.
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This paper conducts an analysis of the short-term Firm Value Enhancement that companies experience during large-scale advertising campaigns, such as the Super Bowl. The findings suggest that these firms may experience a positive or negative return during the days after a large event, by signaling to investors and consumers the value of their firm through their advertisements. Some of the highlights include an approximately – 5% return for Super Bowl Advertisers on the Monday after the event, and underperformance during the two weeks surrounding the event.
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Luk, Siu Lun. "Department store image advertising in Hong Kong : management and customer responses." HKBU Institutional Repository, 1995. https://repository.hkbu.edu.hk/etd_ra/50.
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Rivers, Anita Elaine. "The role of the African-American in advertising." CSUSB ScholarWorks, 1991. https://scholarworks.lib.csusb.edu/etd-project/589.
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Adjagbodjou, Paulin. "Aligning Sales Promotion Strategies With Buying Attitudes in a Recession." Thesis, Walden University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3688485.
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Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. This analysis comprised examining the effects of types of sales promotions and gender of customers. Statistical tests for the data analysis encompassed a 4X2 ANOVA and Bonferroni post hoc tests for mean pairs. The principal findings from the analysis were that there is a significant difference in buying attitudes means among the 4 types of sales promotion in a recession [F(3, 279) = 101.360; p = .000 < .001; Partial &eegr;² = .522]. However, there is no significant difference in buying attitudes means in a recession [ F(1, 279) = .000; p = .999 > .05; Partial &eegr;² = .000] between genders. Price discount strategy had a higher buying attitudes mean than did any other type of sales promotion under study for both genders. The most effective strategy for aligning sales promotions with buying attitudes in a recession is price discount. Implications for business practice and positive social change include the sales increase in a recession, improvement of lifestyle of individuals, and reduction of negative tendencies such as crime and poverty associated with unemployment.