DOCSLIB.ORG

Reproductions Supplied by EDRS Are the Best That Can Be Made from the Original Document

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Reproductions Supplied by EDRS Are the Best That Can Be Made from the Original Document DOCUMENT RESUME ED 481 187 CS 512 480 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (86th, Kansas City, Missouri, July 30-August 2,2003) .Advertising Division. PUB DATE 2003-07-00 NOTE 583p.; For other sections of these proceedings, see CS 512 480-498. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE EDRS Price MF03/PC24 Plus Postage. DESCRIPTORS *Advertising; College Students; Consumer Economics; Crisis Management; Cross Cultural Studies; Decision Making; Emergency Programs; Foreign Countries; Higher Education; *Journalism Education; Periodicals; *Television Commercials; Television Viewing IDENTIFIERS Cultivation Theory (Television); Disaster Planning; India; Latinos; Product Placement; South Korea; Third Person Effect; Vietnam ABSTRACT The Advertising Division of the proceedings contains the following 20 papers: "Stereotyping the 'Model Minority': A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others" (Dennis J. Ganahl, Liang Ge and Kwangok Kim); "Cultivation Effects of Television Viewing: A Study of Relationships Among Viewing, Materialism and Attitudes Toward Commercials" (Dennis J. Ganahl, Hongwei Yang, and Jie Liu); "Academic Institutional Television Commercials: A Comparison of Universities" (Brian Parker and Gail Baker); "Attitudes Toward Grades Among Advertising Students: Creative Orientation, GPA, Gender and Other Factors" (Don Umphrey and Jami A. Fullerton); "A Content Analysis of Print Advertising Appeals in Times of Crisis" (Alexander Muk); "Advertising Theory Beyond the Context of Advertising: Taylor's Six-Segment Message Strategy Wheel Offers an Integrated Model of Political Behavior" (Anne Cunningham and Eric Jenner); "Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and U.S. Print Advertising" (Hye-Jin Paek); "College Students' Perceptions of 'Creative Circumvention' Beer Commercials" (Lara G. Zwarun); "Is It Segmentation or Segregation?: Exploring the Unintended Social Consequence of Targeting Minority Audiences with Advertising Placements Outside of Mainstream Media" (Karie L. Hollerbach); "Latino Consumer Behavior and Acculturation: A Communication Model" (Olaf Werder and Frank G. Perez); "The Test of the Effectiveness of Product Placements in Video Games: Comparing Explicit and Implicit Memory for Brand Names" (Moonhee Yang, Lucian Dinu, and David R. Roskos-Ewoldsen); "Proactive and Retroactive Position Effects and a System for Evaluating Pod Positions (SEPP)" (Koanghyub Kim, W. Joann Wong, and Xinshu Zhao); "From Information Retrieval to Actual Purchase: A Path Analysis of the Online Purchase Decision Making Process Among U.S. and Indian Consumers" (Padmini Patwardhan and Jyotika Ramaprasad); "Strategies for the Super Bowl of Advertising: An Analysis of Message and Creative Strategies for Commercials and Related Web Sites" (Juran Kim, Jang-Sun Hwang, and Sally J. McMillan); "Public Attitudes toward Advertising: Trends and Predictors" (Tien-Tsung Lee and Martin I. Horn); "Hard-Sell Killers and Soft- Reproductions supplied by EDRS are the best that can be made from the original document. Sell Poets: Modern Advertising's Enduring Message Strategy Debate" (Fred K. Beard); "A Content Analysis of Print Advertising Appeals in Times of Crisis" (Alexander Muk); "Warning Signals, Wind Speeds and What Next: A Pilot Project for Disaster Preparedness Among Residents of Central Vietnam's Lagoons" (Jyotika Ramaprasad); "Who Are the 'Others'? Third-Person Effects of Idealized Body Image in Magazine Advertisements" (Yoonhyeung Choi and Glenn Leshner); "Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and U.S. Advertising" (Hye-Jin Paek). (RS) Reproductions supplied by EDRS are the best that can be made from the ori inal document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication 86th, Kansas City, MO July 30-August 2, 2003 Advertising Division Stereotyping the "Model Minority": A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others...Dennis J. Ganahl, Liang Ge and Kwangok Kim Cultivation Effects of Television Viewing: A Study of Relationships Among Viewing, Materialism and Attitudes Toward Commercials...Dennis J. Ganahl, Hongwei Yang, Jie Liu Academic Institutional Television Commercials: A Comparison of Universities...Brian Parker, Gail Baker Attitudes Toward Grades Among Advertising Students: Creative Orientation, GPA, Gender and Other Factors...Don Umphrey, Jami A. Fullerton A Content Analysis of Print Advertising Appeals in Times of Crisis...Alexander Muk Advertising Theory Beyond the Context of Advertising: Taylor's Six-Segment Message Strategy Wheel Offers an Integrated Model of Political Behavior...Anne Cunningham, Eric Jenner Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and US Print Advertising...Hye-Jin Paek College Students' Perceptions of "Creative Circumvention" Beer Commercials...Lara G. Zwarun Is It Segmentation or Segregation? Exploring the Unintended Social Consequence of Targeting Minority Audiences with Advertising Placements Outside of Mainstream Media...Karie L. Hollerbach Latino Consumer Behavior and Acculturation: A Communication Model...Olaf Werder, Frank G. Perez The Test of the Effectiveness of Product Placements in Video Games: Comparing Explicit and Implicit Memory for Brand Names...Moonhee Yang, Lucian Dinu, David R. Roskos-Ewoldsen Proactive and Retroactive Position Effects and a System for Evaluating Pod Positions (SEPP)...Koanghyub Kim, W. Joann Wong, Xinshu Zhao Strategies for the Super Bowl of Advertising: An Analysis of Message and Creative Strategies for Commercials and Related Web Sites...Juran Kim, Jang-Sun Hwang, Sally J. McMillan From Information Retrieval to Actual Purchase: A Path Analysis of the Online Purchase Decision Making Process Among U.S. and Indian Consumers...Padmini Patwardhan, Jyotika Ramaprasad Public Attitudes toward Advertising: Trends and Predictors...Tien-Tsung Lee, Martin I. Horn Hard-Sell Killers and Soft-Sell Poets: Modern Advertising's Enduring Message Strategy Debate...Fred K. Beard A Content Analysis of Print Advertising Appeals in Times of Crisis...Alexander Muk Warning Signals, Wind Speeds and What Next: A Pilot Project for Disaster Preparedness Among Residents of Central Vietnam's Lagoons...Jyotika Ramaprasad Who are the "Others" Third-person Effects of Idealized Body Image in Magazine Advertisements...Yoonhyeung Choi, Glenn Leshner U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement PERMISSION TO REPRODUCE AND EDUCATIONAL RESOURCES INFORMATION DISSEMINATE THIS MATERIAL HAS CENTER (ERIC) BEEN GRANTED BY O This document has been reproduced as received from the person or organization originating it. O Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this TO THE EDUCATIONAL RESOURCES 2 document do not necessarily represent INFORMATION CENTER (ERIC) official OERI position or policy. 1 BEST COPYAVAILABLE Stereotyping the "Model Minority" 1 Running head: STEREOTYPING THE "MODEL MINORITY" PdLu- Stereotyping the "Model Minority": A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others Dennis J. Ganahl, Liang Ge and Kwangok Kim Southern Illinois University The authors would like to thank Dr. Dennis T. Lowry, Hyo Seoung Lee, Hongwei Yang and Anthony Huang for their help with this research. Correspondence concerning this article should be addressed to Dennis J. Ganahl, School of Journalism, Southern Illinois University Carbondale, Carbondale, IL 62901-6601. Electronic mail may be sent via Internet to [email protected]. 3 Stereotyping the "Model Minority" 2 Abstract Their population growth rate and purchasing power have made Asians a strong consumer market in the U.S. This longitudinal content analysis of primetime network commercials examined how Asians were portrayed in U.S. television commercials. Comparison analyses of all Asians to all characters, Asian females to all females, Asian males to all males, and Asian females to Asian males were made for numerical representation, acting roles, products and age. Asians were underrepresented in commercials and Asian females were more underrepresented than Asian males. When compared to all characters, Asians were more likely to be presented in younger, secondary roles. They were more likely to be in commercials for food than automobiles. Traditional gender bias-trends were apparent, when comparing Asian females to Asian males. 4 Stereotyping the "Model Minority" 3 Stereotyping the "Model Minority": A Longitudinal Analysis of Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others Has the growth and success of the Asian- American population led to greater inclusion in primetime network commercials, which is the ultimate test of cultural acceptance and mainstreaming? How is this "model minority" portrayed in primetime major network television commercials? The United States of America has a reputation as a "melting pot" of cultures, races and ethnicities. Its diversity and its reputation for personal opportunity inevitably leads to an increasing number of immigrants, yet television
Load more

Recommended publications
  • Perception of Super Bowl Xlvi TV Advertisements in the USA: a Case of College Students
    International Journal of Business and Social Science Vol. 4 No. 2; February 2013 Perception of Super Bowl Xlvi TV Advertisements in the USA: A Case of College Students Okan Akcay, DBA Qian (Susan) Sun, PhD Liangyu Chen, MBA Professor of Marketing Department of Business Administration College of Business, DF # 217 Kutztown University of Pennsylvania Kutztown, Pennsylvania, 19530, USA Abstract The purpose of this research paper is toanalyze male and female perceptions of Super Bowl XVLI advertising among college students in the USA. The Super Bowl promises to deliver on three main benefits for the audience, an exciting football game, very memorable ads from different industries and a half-time show (Bickle, 2012; Liguori, 2012). Popular commercials can play a critical role in helping to shape customer perception and influence buying decisions. This study has four sections: introduction and importance of topic, review of literature, methodology and hypotheses, and presentation of results and conclusions. Key Words: Marketing, Sports Marketing, Super Bowl Advertising and Consumer Behavior. 1. Introduction The Super Bowl and the World Series are two high profile sporting events that are extremely attractive to advertisers. Similar amounts of advertising dollars are spent on both events (McKenna, et al., 2012) but there are significant differences between the two. The super Bowl is a one game, one day telecast and the World Series is four to seven games spread over a one to two week period (Kelley, et al., 2004; Parry, 2005; Mohr, 2007; Kim, et al., 2011; Steinberg, 2008). People won’t be watching the World Series just to see the commercials-whichhappens fairly often during the Super Bowl.
    [Show full text]
  • Fr, 14.3. Musek Solid Ground, Garage (Bleichstr
    2 AGENDA woxx | 14 03 2008 | Nr 945 WAT ASS LASS I 14.03. - 23.03. WAT ASS LASS? Zum zweiten Mal im Sang a Klang: Amerikas Top Jump Band begeisterte schon einmal mit ihrem unvergleichlichen Stil aus Chicago Blues und Texas Swing und schafft das bestimmt auch an diesem Freitag, dem 14. März. FR, 14.3. MUSEK Solid Ground, Garage (Bleichstr. 11-19), KONFERENZ Saarbrücken, 19h. Tel. 0049 681 3 13 31. La représentation des femmes dans la culture arabo-musulmane. Jekyll & Hyde, Musical von Illustrations francophones, par Frank Frank Wildhorn, Saarländisches Wilhelm, lecture de textes littéraires Staatstheater, Saarbrücken, 19h30. francophones par les comédiens Tel. 0049 681 30 92-0. Claude Frisoni et Véronique Fauconnet, WAT ASS LASS Centre culturel de rencontre Abbaye de Julien Arpetti, Brasserie L’Inouï, , Luxembourg, 17h30. Redange, 20h. Kalender S. 2 - S. 9 Neumünster Tél. 26 62 02 31. DJ Shadow S. 4 La politique d‘immigration et BB Brunes, Rockhal, Club, Esch, 20h. Erausgepickt S. 6 d‘intégration au prisme de la CANCELLED! législation, avec Nicolas Schmit, Festival des migrations 2008 - Salon du livre p. 9 Carole Martin, Jean-Yves Carlier, Juan Carmona Septet, flamenco, Fernand Moyse et Alphonse Conservatoire, Luxembourg, 20h. KINO Montserrat, Salle de conférence, Tél. 47 08 95-1. Programm S. 10 - S. 17 Luxexpo, Luxembourg, 19h. Dans le cadre du Festival de la migration, de Der Bettelstudent, Operette von Sweeney Todd S. 12 la citoyenneté et des cultures. Carl Millöcker, Theater, Trier, 20h. Tel. 0049 651 7 18 18 18. EXPO Was bleibt? Karl Marx heute, Podiumsdiskussion, Variété Chat Noir Samsas Traum, Roxy (Brebacher Ausstellungen S.
    [Show full text]
  • $1.2 Trillion Owed Creates Long-Term Problems for Auto Industry, Home Sales Page 13
    STATE LEGISLATURE What ails lawmakers Preview of the special legislative session called to consider Insure Tennessee. STREET LEVEL Veggie thrill P4 in Berry Hill Berry Hill’s Sunflower Café is DAVIDSONLedger • WILLIAMSON • SUMNER • CHEATHAM • RUTHERFORD WILSON ROBERTSON • MAURY • DICKSON • MONTGOMERYpeddling • KNOX • ANDERSON better health •BLOUNT with •SEVIER its popular vegetarian dishes. The popular veggie burger P14 OPEN FOR DETAILS January 30 – February 5, 2015 The power of information.NASHVILLE EDITION Vol. 41 | www.TNLedger.com Issue 5 | FORMERLY WESTVIEW SINCE 1978 Page 13 Dec.: Dec.: Keith Turner, Ratliff, Jeanan Mills Stuart, Resp.: Kimberly Dawn Wallace, Atty: Mary C Lagrone, 08/24/2010, 10P1318 In re: Jeanan Mills Stuart, Princess Angela Gates, Jeanan Mills Stuart, Princess Angela Gates,Dec.: Resp.: Kim Prince Patrick, Angelo Terry Patrick, Gates, Atty: Monica D Edwards, 08/25/2010, 10P1326 In re: Keith Turner, TN Dept Of Correction, www.westviewonline.com TN Dept Of Correction, Resp.: Johnny Moore,Dec.: Melinda Atty: Bryce L Tomlinson, Coatney, Resp.: Pltf(s): Rodney A Hall, Pltf Atty(s): n/a, 08/27/2010, 10P1336 In re: Kim Patrick, Terry Patrick, Pltf(s): Sandra Heavilon, Resp.: Jewell Tinnon, Atty: Ronald Andre Stewart, 08/24/2010,Dec.: Seton Corp 10P1322 Insurance Company, Dec.: Regions Bank, Resp.: Leigh A Collins, In re: Melinda L Tomlinson, Def(s): Jit Steel Transport Inc, National Fire Insurance Company, Elizabeth D Hale, Atty: William Warner McNeilly, 08/24/2010, Def Atty(s): J Brent Moore, 08/26/2010, 10C3316 10P1321
    [Show full text]
  • For Immediate Release Contact: Chris Kuechenmeister Frito-Lay 214-422-8901 Cell [email protected]
    For Immediate Release Contact: Chris Kuechenmeister Frito-Lay 214-422-8901 cell [email protected] FOUR CONSUMER-CREATED DORITOS ADS CRASH THE SUPER BOWL, NOW FACE THE PROS IN ATTEMPT TO WIN $5 MILLION PRIZE Top-Voted “Casket,” “House Rules,” “Snack Attack Samurai” and “Underdog” Contending for Top-Three Sweep in USA TODAY Ad Meter In Order to Take Home Big Bucks PLANO, Texas (Feb. 7, 2010) — Doritos tortilla chips – the bold, intense snack brand within PepsiCo’s Frito-Lay division – put four of its talented fans in the limelight tonight when it aired four consumer-created Doritos commercials -- ―Casket,‖ ―House Rules,‖ ―Snack Attack Samurai‖ and ―Underdog‖ -- during the Super Bowl XLIV broadcast. Nationwide consumer votes from this year’s Doritos ―Crash the Super Bowl‖ program determined the winners from six finalists, all of whom now have realized a dream come true, and taken a huge leap forward in pursuing their passions. Originally planned for just three consumer-created ads to air, Crash the Super Bowl’s unprecedented level of consumer excitement and attention this year, along with the impressive creativity of all of the finalists, led the brand to its bold decision to air a fourth consumer-created spot, which also is eligible for the potential grand prizes. The four winning ads (in alphabetical order) are: ―Casket‖ by Erwin McManus of Whittier, CA ―House Rules‖ by Joelle De Jesus of Hollywood, CA ―Snack Attack Samurai‖ by Ben Krueger of Minneapolis, MN ―Underdog‖ by Joshua Svoboda of Raleigh, NC Now, McManus, De Jesus, Krueger and Svoboda have their eyes on one more prize.
    [Show full text]
  • Animals in Advertising: Eliciting Powerful Consumer Response, Resulting in Enhanced Brand Engagement
    Portland State University PDXScholar University Honors Theses University Honors College 2015 Animals in Advertising: Eliciting Powerful Consumer Response, Resulting in Enhanced Brand Engagement Natasha Braunwart Portland State University Follow this and additional works at: https://pdxscholar.library.pdx.edu/honorstheses Let us know how access to this document benefits ou.y Recommended Citation Braunwart, Natasha, "Animals in Advertising: Eliciting Powerful Consumer Response, Resulting in Enhanced Brand Engagement" (2015). University Honors Theses. Paper 151. https://doi.org/10.15760/honors.187 This Thesis is brought to you for free and open access. It has been accepted for inclusion in University Honors Theses by an authorized administrator of PDXScholar. Please contact us if we can make this document more accessible: [email protected]. Animals in Advertising Eliciting powerful consumer response, resulting in enhanced brand engagement Natasha Braunwart Undergraduate Thesis Portland State University Urban Honors Spring 2015 Braunwart 2 Abstract The use of live animals as a communications tool has been seen in thousands of commercials, many of which have received international attention through online channels. As the Internet becomes a prevalent sharing platform, the reactions from viewers can be better understood with quantifiable metrics. A new perspective on why live animals are used in advertising is given, with consideration of three branches of study. These include (1) the role of animals in advertising, (2) the role of animals in human’s everyday life, and (3) the development of brand engagement. The 2015 Super Bowl commercial line-up is looked at, and Budweiser’s Lost Dog commercial is closely examined. Lost Dog is presented as an exemplary case demonstrating how these three branches work together to create successful engagement with consumers.
    [Show full text]
  • Best Practices for Social Media Management
    American Academy of Advertising AWARD RECIPIENT Best practices for social media management By Keith Quesenberry and Michael Coolsen With strategic partner HOW TO INTEGRATE SOCIAL MEDIA INTO YOUR MARKETING STRATEGY FIVE STEPS FOR CONTENTS INTRODUCTION 3 ICM METHOD GREATER SOCIAL MEDIA RECOMMENDATIONS 7 - ICM METHOD 1: Social-Media Integration INTEGRATION: BEST Through Research 7 - ICM METHOD 2: Social-Media Integration PRACTICES FOR INTEGRATED Through Crowdsourcing 11 - ICM METHOD 3: Social-Media Integration COMMUNICATIONS Through Branded Content 13 - ICM METHOD 4: Social-Media Integration MANAGEMENT Through Customer Evangelism 17 - ICM METHOD 5: Social-Media Integration Through Customer Service 19 CONCLUSION 23 Practical methods for successfully By Keith A. Quesenberry and REFERENCES 24 listening to and engaging with the Michael K. Coolsen empowered consumer The increasing importance of social media and the rising power of the consumer voice have both affected the discipline and “CONVERSATIONS practice of marketing. Today, consumer-generated content can AMONG THE attract millions of impressions in mere days and coverage by major PowerPoint slides of charts news outlets. Until recently, only corporations or large citizens MEMBERS OF and infographics featured in groups could buy this kind of exposure. With the increasing adop- this report are available for buyers tion of web-enabled phones and tablets, social conversation will YOUR MARKET- to download. Go to AdAge.com/slides only spread faster. This is a problem for marketers and advertisers who still practice marketing from a traditional control model. PLACE HAPPEN Business author Seth Godin (2005) summed up this dilemma: This document and information contained therein are WHETHER YOU the copyrighted property of Crain Communications “Conversations among the members of your marketplace happen Inc.
    [Show full text]
  • 2013 Faculty Achievements and Activities Jon M Huntsman School of Business
    2013 Faculty Achievements and Activities Jon M Huntsman School of Business Awards and Honors Albrecht, Chad Undergraduate Research Mentor of the Year, Huntsman School of Business, (January 2013). Blau, Benjamin M Best 2012 Paper in the Journal of Financial Research, Journal of Financial Research, (September 2013). Huntsman School Researcher of the Year, Huntsman School of Business, (February 2013). Department R e s e a r c h e r of the Year, Economics and Finance Department, (January 2013). Bone, Sterling Undergraduate Mentor Award, Jon M. Huntsman School of Business, (January 2014). American Marketing Association SERVSIG Doctoral Consortium Faculty Fellow, 2014. Temkin Customer Experience Award, Temkin, (December 2013). CSL Research Faculty Network, Arizona State University Center for Services Leadership, (September 2013). Brough, Tyler J Jon M. Huntsman Graduate Research Mentor of the Year, Jon M. Huntsman School of Business, (January 31, 2013). Callister, Ronda Elected as Faculty Senate, President Elect, (March 2014). Cook, Alison Nominee for Researcher of the Year, Department of Management, (January 2013). Article in Strategic Management Journal included in a compendium in celebration of International Women’s Day, 2014 (one of only five articles over a fifteen-year period selected) Findley, Thomas Scott Research Fellow/Affiliate, CESifo, (January 2014). Gibson, Cynthia Ann Rotarian of the Year, Rotary Club, (June 2013). Doyle, Jeffrey T. Researcher of the Year, Huntsman School of Business, 2014 Research Fellow, Financial Accounting Standards Board, 2012-2013 Gilbert, John P International Professor of the Year, Huntsman School of Business, (January 1, 2013). Hammond, Scott Carlson Barnes and Noble Featured Author, Barnes and Noble Bookstore, (December 1, 2013).
    [Show full text]
  • Advertising in the Super Bowl: Worth the Cost?
    Syracuse University SURFACE Syracuse University Honors Program Capstone Syracuse University Honors Program Capstone Projects Projects Spring 5-1-2014 Advertising in the Super Bowl: Worth the Cost? Avi Steinbach Follow this and additional works at: https://surface.syr.edu/honors_capstone Part of the Advertising and Promotion Management Commons, and the Public Relations and Advertising Commons Recommended Citation Steinbach, Avi, "Advertising in the Super Bowl: Worth the Cost?" (2014). Syracuse University Honors Program Capstone Projects. 789. https://surface.syr.edu/honors_capstone/789 This Honors Capstone Project is brought to you for free and open access by the Syracuse University Honors Program Capstone Projects at SURFACE. It has been accepted for inclusion in Syracuse University Honors Program Capstone Projects by an authorized administrator of SURFACE. For more information, please contact [email protected]. Advertising in the Super Bowl: Worth the Cost? A Capstone Project Submitted in Partial Fulfillment of the Requirements of the Renée Crown University Honors Program at Syracuse University Avi Steinbach Candidate for Bachelor of Arts Degree and Renée Crown University Honors Honors Capstone Project in Advertising Capstone Project Advisor: ___________________ Advisor Title & Name Capstone Project Reader: _____________________ Reader Title & Name Honors Director: _____________________ Stephen Kuusisto, Date: May 6, 2014 2 Abstract The Super Bowl has long been considered an unofficial American holiday. Advertisers look at this day as their Christmas – a day when the audience looks forward to commercials. Because of the immense value that a Super Bowl spot holds, there is an equally high price tag to pay for a spot. The original question posed in this thesis was: Is a Super Bowl advertisement worth the cost? After diving into countless articles arguing both sides and looking at companies’ successes and failures, it became clear that the wrong question was being asked.
    [Show full text]
  • The Short-Term Impact of Superbowl Advertising on Stock Prices
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Clute Institute: Journals The Journal of Applied Business Research – November/December 2010 Volume 26, Number 6 The Short-Term Impact Of Super Bowl Advertising On Stock Prices: An Exploratory Event Study Jacqueline K. Eastman, Georgia Southern University, USA Rajesh Iyer, Bradley University, USA Joan M. Wiggenhorn, Florida Institute of Technology, USA ABSTRACT Advertisers are under pressure to demonstrate the financial effectiveness of their advertising. Event study methodology utilizing measurement and comparison of stock prices may be one way to address this concern. In this study, our results suggest that while advertising in the Super Bowl does not have a significant positive impact on a firm’s stock price the day after the Super Bowl, when considering windows from two to four days before and after there is a significant positive stock price effect. Additionally, we found the current method advertisers use to judge the effectiveness of Super Bowl advertising (i.e. likeability with the USA Today poll and Advertising Age poll) had no significant relationship with financial effectiveness as measured by stock price. This suggests that the methods marketers use to judge Super Bowl advertising effectiveness may not be good measures of success in financial terms. Finally, our results suggest that if a firm does choose to advertise in the Super Bowl, they may want to pick the second quarter for their ad and that they need to maximize pre-Super Bowl publicity due to the impact on stock price before the Super Bowl.
    [Show full text]
  • A Year in the Life of Bottle the Curmudgeon What You Are About to Read Is the Book of the Blog of the Facebook Project I Started When My Dad Died in 2019
    A Year in the Life of Bottle the Curmudgeon What you are about to read is the book of the blog of the Facebook project I started when my dad died in 2019. It also happens to be many more things: a diary, a commentary on contemporaneous events, a series of stories, lectures, and diatribes on politics, religion, art, business, philosophy, and pop culture, all in the mostly daily publishing of 365 essays, ostensibly about an album, but really just what spewed from my brain while listening to an album. I finished the last essay on June 19, 2020 and began putting it into book from. The hyperlinked but typo rich version of these essays is available at: https://albumsforeternity.blogspot.com/ Thank you for reading, I hope you find it enjoyable, possibly even entertaining. bottleofbeef.com exists, why not give it a visit? Have an album you want me to review? Want to give feedback or converse about something? Send your own wordy words to [email protected] , and I will most likely reply. Unless you’re being a jerk. © Bottle of Beef 2020, all rights reserved. Welcome to my record collection. This is a book about my love of listening to albums. It started off as a nightly perusal of my dad's record collection (which sadly became mine) on my personal Facebook page. Over the ensuing months it became quite an enjoyable process of simply ranting about what I think is a real art form, the album. It exists in three forms: nightly posts on Facebook, a chronologically maintained blog that is still ongoing (though less frequent), and now this book.
    [Show full text]
  • Selling the Sounds of the South: the Visual and Verbal Rhetoric of Race Records and Old Time Records Marketing, 1920-1929
    Selling the Sounds of the South: The visual and verbal rhetoric of Race Records and Old Time Records marketing, 1920-1929 Luke Horton Submitted in total fulfilment of the requirements of the degree of Doctor of Philosophy Dec, 2011 School of Historical and Philosophical Studies University of Melbourne Abstract In the early 1920s, the phonograph industry in America began producing two very distinct record catalogues of racially segregated Southern vernacular music, one called Race Records and the other called Old Time (or 'Old Time Tunes', 'Songs of the Hills and Plains', 'Familiar Tunes Old and New' and towards the end of the decade simply 'hillbilly' records). In the marketing for these new catalogues, two completely separate streams of Southern music were presented, one purely white and one purely black, a separation that denied any possibility or history of the intermingling of the races, a bifurcation of a shared tradition which became a revision of Southern history, and a segregation in keeping with the race policy of the Jim Crow era. ‘Selling the Sounds of the South’ argues that the verbal and visual rhetoric of the marketing for these new catalogues of music (contained not only in catalogues themselves, but in advertisements, window displays, and other promotional material), presented a unique utilisation of Southern images that offered a new definition of Southern black and white music. While heavily reliant on existing constructions of white and black musical culture, the creation of these catalogues involved the recasting of major cultural tropes and resulted in an intertextual construct that itself was something new.
    [Show full text]
  • More- for Immediate Release Contact: Chris Kuechenmeister Frito
    For Immediate Release Contact: Chris Kuechenmeister Frito-Lay 214-422-8901 cell [email protected] DORITOS FAN-CREATED SUPER BOWL AD “UNDERDOG,” CREATED FOR $200, SCORES NO.2 ON USA TODAY AD METER AND $600,000 PRIZE PLANO, Texas (Feb. 8, 2010) — Doritos tortilla chips – the bold, intense snack brand within PepsiCo’s Frito-Lay division – today announced that its consumer-created Doritos commercial, ―Underdog,‖ which aired for the first time nationally during yesterday’s Super Bowl XLIV broadcast, placed second in USA TODAY’s annual consumer-ranked Super Bowl Ad Meter. This is the fourth year in a row a consumer-created Doritos ad has ranked in the top five and the first time Doritos aired four ads during the Super Bowl. Now, Doritos is paying the talented creator a $600,000 prize for proving that when given the opportunity, amateurs truly can compete with the pros. Nationwide consumer votes put ―Casket,‖ ―House Rules,‖ ―Snack Attack Samurai‖ and ―Underdog‖ in the Super Bowl spotlight, from six finalist ads in the fourth annual Doritos ―Crash the Super Bowl‖ program. For taking the No. 2 spot, Joshua Svoboda, creator of ―Underdog‖ will receive $600,000. ―What a testament of power to the people,‖ said Rudy Wilson, vice president, marketing, Frito-Lay. ―Doritos fans have shown us that they have the passion and creativity to compete with seasoned professionals in any industry, and they literally just gave Madison Avenue a run for its money, so we’re giving them the payout they deserve. We knew Joshua had it in him and we are so proud and thrilled to hand over $600,000 to help him set off to pursue his dreams.‖ Last year, two unemployed brothers from Batesville, Indiana received $1 million from the Doritos brand for trumping the Madison Avenue-made commercials and ranking number one in the USA TODAY Ad Meter with their homemade Doritos commercial that they created for less than $2,000.
    [Show full text]