Showing 1 - 10 of 26
In an effort to combat the AIDS epidemic around the world, the Product (RED) campaign aims to engage consumers in an economic initiative with exclusive products from their corporate partnerships. Academic journals claim that this effort is a new form of Cause-Related Marketing (CRM), even though...
ABSTRACTThis study investigated factors that influence the strategic decision-making process, specifically, strategy formation and selection during a crisis. It accomplished this by integrating theoretical concepts from both strategic management and crisis communication literature. Key...
This thesis, through an experiment of 108 subjects, studies the relationship between the presence of a Uniform Resource Locator (URL or web address) in newspaper advertisements and perception of the product advertised as well as the likelihood to act on the advertisement. The findings reveal...
This study looked at oil industry employees and Nigerians perceptions of Exxon Mobil and Shell Oil as socially responsible corporations and the role the two-step flow model of communication plays in shaping these publics impressions of the companies. Measures of participants perceptions of...
There is no standard definition for "quality children's programming" currently. This study sought to build from the work of Alexander, Hoerrner, and Duke (1998) and others in constructing a standardized definition. The Alexander et al. study defined the television industry's definition of...
Baigiamajame magistro darbe nagrinėjamos žiniasklaidos verslo raidos aktualijos ir problemos, šio verslo plėtros ir internacionalizavimo strateginės galimybės. Išnagrinėtos pagrindinės žiniasklaidos verslo priemonėms taikomos plėtros teorijos ir modeliai, pateikta šiuo metu...
The purpose of this study was to determine which type of pharmaceutical direct-to-consumer (DTC) advertising would be the best marketing strategy for pharmaceutical companies to use. The main argument was that one-to-one marketing in the forms of print media and the Internet was the best...
In the fall of 2008, the United States and the rest of the world experienced significant financial turmoil. The financial industry as we knew it crumbled before our eyes. After experiencing this event and the media's fragmented and inconsistent coverage of it, I felt an interesting topic to look...