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Display: 20

    • Page 45

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    • SILVER SCREEN 46 The film’s marketing campaign, did utilize the five dimensions of Relationship Management Theory. Each of the dimensions was utilized for this campaign. Trust was kept with the film’s audience, nothing was concealed about the film,...
    • Page 11

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    • E1CU’s 2015 Annual Meeting 11 perceived to be on Facebook solely to gain sales (Vorvoreanu, 2009, p. 10). This discovery is important because E1CU considers itself a small credit union. If the surveyed Facebook users are reflective of the entire...
    • Page 97

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    • THE WEB 98 38 􀀷􃜀􀁋􄬀􀁈􄠀􀀃􀌀􀁆􄘀􀁕􅔀􀁈􄠀􀁄􄐀􀁗􅜀􀁌􄰀􀁙􅤀􀁈􄠀􀀃􀌀􀁅􄔀􀁕􅔀􀁌􄰀􀁈􄠀􀁉􄥔 The creative brief is an opportunity to dive into the project a little deeper fol􀀍􀵬 lowing the client interview. Creative briefs are used all across the spectrum of marketing and creative services,...
    • Page 46

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    • SILVER SCREEN 47 The film, Piranha 3DD, it was not as successful at following the five dimensions of Relationship Management Theory. The film scored the lowest it could have in each of the five dimensions, except one, involvement. While the film...
    • Page 28

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    • Fusion 360 29 prevail in identifying the behavior and purpose of the company to determine specific marketing platforms to promote a company’s brand image and improve brand recognition. Open coding is the most effective way to determine effective...
    • Page 12

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    • E1CU’s 2015 Annual Meeting 12 different channels. They measured people’s perceptions of trustworthiness when a piece of news came from The New York Times’ Twitter feed and their printed newspaper. It was found that even though the information was...
    • Page 87

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    • 83 U.S. TV SHOW’ INFLUENCE IN CHINA Lihun Yi. (2007). Female audiences’ viewing habits exploration, Contemporary. 2007(3), pp 93, Retrieved from http://wenku.baidu.com/view/99d4d70716fc700abb68fcf1.html Li Li & Feng Zhang. (2011). The Difference...
    • Page 27

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    • Employee Giving 28 We also increased our chances of having SUU employees do more in the future. A typically tough audience was persuaded to donate to the university (Schroeder, 2000). According to commitment-consistency theory, by persuading...
    • Page 98

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    • THE WEB 99 Information Architecture 39 a daily basis? 􀁳􇌀 􀀷􃜀􀁈􄠀􀁏􄼀 􀁉􄤀􀁓􅌀 􀁔􅐀􀁈􄠀􀁅􄔀 􀁔􅐀􀁁􄄀􀁒􅈀􀁇􄜀􀁅􄔀􀁔􅐀 􀁁􄄀􀁕􅔀􀁄􄐀􀁉􄤀􀁅􄔀􀁎􄸀􀁃􄌀􀁅􄔀􀀟􁼀 􀀣􂌀􀁈􄠀􀁏􄼀􀁏􄼀􀁓􅌀􀁅􄔀 􀁁􄄀 􀁔􅐀􀁙􅤀􀁐􅀀􀁉􄤀􀁃􄌀􀁁􄄀􀁌􄰀 􀁕􅔀􀁓􅌀􀁅􄔀􀁒􅈀 􀁁􄄀􀁎􄸀􀁄􄐀 􀁐􅀀􀁒􅈀􀁏􄼀􀁬􆰀􀁌􄰀􀁅􄔀 􀁉􄤀􀁎􄸀 􀁄􄐀􀁅􄔀􀁔􅐀􀁁􄄀􀁉􄤀􀁌􄰀􀀎􀸠 Include occupation, age range, gender, online frequency,...
    • Page 47

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    • SILVER SCREEN 48 audience and the film was kept the same because there were no real expectations for the film. Execution of the campaign was not at its best. Finally, rounding out the films for 2012, Nitro Circus 3D had a marketing budget of...
    • Page 13

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    • E1CU’s 2015 Annual Meeting 13 Pinterest, like many other social-bookmarking sites saves ideas to a specific board; the difference is that Pinterest uses pictures that are more pleasing to look at than an underlined blue link (Holtz, 2012). Although...
    • Page 48

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    • SILVER SCREEN 49 purchase or download. Cast appearances, social media platforms, and contests were some of the campaign’s other strong points. The campaign made sure to include the audience in whatever strategies and tactics that they could....
    • Page 49

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    • SILVER SCREEN 50 Transformers Dark of the Moon had a marketing budget of approximately $75 million dollars. The campaign produced 24 different posters up until the release of the film; therefore, enticing the audience’s excitement for the release....
    • Page 50

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    • SILVER SCREEN 51 this sequel did not live up to the original and were disappointed that their expectations were let down. Like some of the other campaigns researched for this thesis, even though this campaign developed six or more strategies, they...
    • Page 32

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    • Fusion 360 33 target audience, I was able to create a client specific campaign that was geared towards improving their image within their area of expertise, thus validating the process of SEO and content marketing to make it a relevant strategy...
    • Page 51

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    • SILVER SCREEN 52 marketing. There were zero partnerships related to this campaign and two official posters and trailers were created. The film’s campaign ranked mediocre in regards to the five dimensions. The audience only engaged in three of the...
    • Page 74

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    • KUDZU Leadership 75 As discussed earlier, the effectiveness of the Kudzu analogy received mixed reviews and wasn’t the strongest portion of the presentation. However, I believe the consistency of having the theme running through the presentation...
    • Page 92

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    • 88 U.S. TV SHOW’ INFLUENCE IN CHINA Threlfall, K.D. (1999). Using focus groups as consumer research tool. Journal of Marketing, Practice: Applied Marketing Science, 5, 150–160. Tian Lin. (2012). The Application of Grounded Theory. Economic Research...
    • Page 52

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    • SILVER SCREEN 53 developed for this campaign, making this campaign the winner for the most posters out of any of the other campaigns researched for this thesis. Ten cast appearances were conducted to help promote the film throughout the United...
    • Page 75

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    • KUDZU Leadership 76 other questions was very successful. I had a hard time getting participants to stop their conversations and come back to the presentation. One pair of participants had known each other for nine years. When asked during the...

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