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.

This thesis aims to demonstrate the crucial role of cultural aspects such as attitudes, values, social common places, and expectations in the international advertising industry. Through the analysis of written advertisements used in the United States and France, general trends regarding various commercial sectors and products (automobiles, electronics, cosmetics, and so forth) are highlighted and explored. From a linguistic perspective, the purpose of this thesis is not only to observe the semantic differences between translations of the same slogans and messages, but also to draw attention to the tools used in doing so.

Small businesses play a vital role in the U.S. economy and represent 99.7% of all U.S. businesses. Small business failure rate is 50% within the initial 5 years. Creating and executing a well-formulated marketing strategy is essential to business sustainability. Effective marketing strategy builds small business survival rates and supports long term execution advantages. The purpose of this qualitative multiple case study was to explore the marketing strategies that African immigrant small grocery store owners use to sustain their businesses for longer than 5 years. The population included 5 successful first-generation African immigrant small business owners located in the Bronx County who had developed a well-formulated marketing strategy. Kohli and Jaworski's marketing orientation theory served as the conceptual framework. The van Kaam data analysis process was used to validate findings. The data analysis included diverse mind maps, project maps, explorations with participant response and document analysis. Three marketing strategy themes emerged: customer retention and attitudes, inventory that promote value for potential buyers that result in superior performances, conventional and unconventional marketing that focuses on lowering cost of product and services to meet market needs of individuals. The findings revealed several features of how to use marketing strategies effectively to improve stability in the local economy by reducing small business failure rates, increasing profitability, and promoting buyer value. Application of the findings may result in a positive social change by increasing local community employment opportunities and enhancing residents' standards of living.

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.

<p>Nowadays, in France a debate on the implementation of ethnic statistics in order to appreciate the structure of the French population has been recently impulsed by the president, Nicolas Sarkozy. Indeed, for having a reliable tool which can be used to identify and count the different “visible communities” in its country, the French government is intending to modify the current legislation about collects of personal data. It initiates these legal procedures to be able to measure and judge racial discriminations that occur in several areas (employment, scholarship…). However, even if these steps are as goal a fall in ethnic discriminations, they keep highly controversial. Its opponents claim the French constitutional principles that want Republic to be indivisible. </p><p>This debate overall underlines the lack of an “ethno-racial” national referential. Nevertheless, individuals’ origins were progressively introduced into statistics.</p><p>- 1851: the first census including questions about nationality was realized (native French, naturalized French and foreign). (Courrier des statistiques n° 117-119, 2006, p 34)</p><p>- 1962: This census was completed by asking the origin nationality of the naturalized French.</p><p>- 1993: The Great Integration Council developed surveys about the ethnic structure of the French population for specifics purpose.</p><p>Now, only one major law – Information and freedom law of the sixth August 2004 – breaks the access to ethnic data. It stipulates that personal data which precise, directly or indirectly, racial or ethnic origins, political views, philosophical and religious ones are prohibited. (www.juriscom.net) </p><p>But some surveys highlighting ethnic origins can be conducted, on one condition; they must respect an individual agreement.</p><p> </p><p> Both French debates on ethnic statistics and racial discriminations raise the issue of how important the minorities’ demographical and economical weight is. Indeed, more and more firms and marketing agencies have started to target ethnic market for few years. </p><p>According to the INSEE – the French National Institute for Statistics and Economic Studies – and the INED – a French research institute specialized in demography and population studies –, ethnic minorities and immigrants in France are the same. Their number is around 4.3 millions people, that is to say 6.7% of the 2002’s French population (see Annexe 3).</p><p>But the ethnic minority notion is wider: as it was said before, the real statistics about such a sensitive issue are not clearly defined and collected by any French official institute. Indeed, Jean-Paul Tréguer and Jean-Marc Segati (Les nouveaux marketings, Dunod 2003) estimate ethnic communities’ population between roughly 12 and 14 millions people, more than 20% of the French population.</p><p>Moreover, SOPI – a marketing agency focused on ethnic marketing – conducted a consumer survey in 2004 that included ethnic data under control of several national and independent associations. (http://www.sopi.fr)</p><p>It concludes distinguishing six ethnic groups:</p><p>- Caribbean from France (Martinique, Guadeloupe, French Guiana, Reunion Island…)</p><p>- Black Africans (Senegal, Mali, Cameroon…)</p><p>- Maghreb-Arabians (Morocco, Algeria, Tunisia…)</p><p>- Indopakistanis (Sri Lanka, India, Pakistan…)</p><p>- East-Asians (China, Vietnam, Cambodia…)</p><p>- And other minorities (Anglo-Saxon, Latin American, Italian, Spanish…)</p><p>The weight of the visible minorities in the French population is enough important to arouse firms and marketing agencies' interests. Indeed, this part of the French population can be considered as a niche with its own and specific needs. Problems of discrimination and under representativeness highlighted ethnic communities can be perceived as a potential and profitable outlet. Taking progressively these markets into consideration, marketers have implemented a new kind of segmentation based on ethnic origins. Targeting depends on the ethnic background of every community. Each ethnic group, with its own values, beliefs and needs, forms an aggregated market.</p><p>French ethnic marketing is so in direct connection with the current French debate about the consideration of ethnic data in official statistics. Actually, with exact figures, ethnic groups would be quantifiable and identifiable. Clearer statistics are, easier target group are satisfied. Ethnic data would allow marketers to better understand and meet the needs and wants of these populations.</p><p>To sum up, ethnic marketing in France is dependent on ethnic statistics; so it is necessary to get round, without going against, the French principle which wants a Republic to be indivisible.</p>

<p>Konceptet med ubiquitous-miljöer går ut på att information ska vara tillgängligt när som helst, var som helst. Den här uppsatsen behandlade annonser i denna miljö och hade perspektivet utifrån konsumenten. Målet med uppsatsen var att ta reda på hur konsumenter upplever annonsering i dessa miljöer och hur de förhåller sig till integritetsfrågor samt vilka faktorer som är viktiga för att de ska uppskatta en annons. För att ta reda på detta användes ett ramverk om annonsering i ubiquitous-miljöer baserat på en artikel av Ranganathan och Campbell (2002). För att samla in data användes en onlineenkät som publicerades på Hallandspostens webbsida. Utifrån enkätens resultat kunde jag bland annat identifiera att respondenterna, överlag, var negativa till att lämna ut sina personliga uppgifter för att få skräddarsydd reklam. De ville heller inte bli positionsidentifierade, via sin mobiltelefon, för att få platsanpassad reklam i sina mobiltelefoner. Rabatt ansågs som det viktigaste i en annons.</p>

<p>This study has been examined an international organisation to get a deeper understanding over how they feel about using advertising theories and models. By interviewing a high positioned, Nordic Brand Manager, employee in the organisation the researcher has tried to find out what attitudes they have towards the theories and models used in this study. The study has also interviewed customers from the organisation that has been exposed to one of the organisations advertising campaigns and that has bought their products in the past. This has been done to see to how the use of these models has been apprehended by the customers. </p><p>The study has focused on finding out if there are any traces of the theories and models in the organisations advertisements.</p>

<p>The purpose of this study is to provide the view on the online advertising’s characteristics during the present financial crisis in Sweden. To achieve the purpose, multiple case study of four main Swedish banks is used with the predominance of descriptive method. The main finding of this study is close interaction between the advertising character and market trends impact. This main observation has a great impact on the character of the analysis and affects almost every functional aspect of the advertising. Besides that, also five other main observations were made. Following them, it is especially worth to mention that advertising can be a source of competitiveness, a way of differentiation or a way of conditioning customer. From all the study findings, clear image of ads typical features, functions and roles in the banks’ prosperity arises.</p>

<p>The purpose with this study is to find out to which extent four of the existing advertising theories and models are relevant to the market today. This will be done by investigating the literature published on these in present literature. </p><p>This study has been examined an international organisation to get a deeper understanding over how they feel about using advertising theories and models. By interviewing a high positioned, Nordic Brand Manager, employee in the organisation the researcher has tried to find out what attitudes they have towards the theories and models used in this study. The study has also interviewed customers from the organisation that has been exposed to one of the organisations advertising campaigns and that has bought their products in the past. This has been done to see to how the use of these models has been apprehended by the customers. </p><p>The study has focused on finding out if there are any traces of the theories and models in the organisations advertisements. The models aim to point out the different steps that an advertisement has to take a customer trough before purchase, and this study has examined if the organisations advertisements has succeeded with this.</p><p>Advertising descends from marketing communications and to create a good advertisement the process must work from the beginning. For advertising to be successful, the literature claims that the organisation must be aware of the whole process.</p>

Thesis (Ph. D.)--Ohio State University, 1983. / Includes vita. Includes bibliographical references (leaves 144-149). Available online via OhioLINK's ETD Center.