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'Indie' empowerment
Title
'Indie' empowerment: new media strategies and the rise of the independent artist.
Creator
Harris, Simone K., College of Business, Department of Management
Abstract/Description
The use of new media technology which refers to digital, computerized, or networked information and communication technologies such as the Internet, mobile devices, gaming, and social networks, has come to define the music industry today, and it is this technology that has empowered independent artists in such a way that they are now free to pursue heights of success previously only available to major label artists. New media technology has affected the traditional business models of major...
Show moreThe use of new media technology which refers to digital, computerized, or networked information and communication technologies such as the Internet, mobile devices, gaming, and social networks, has come to define the music industry today, and it is this technology that has empowered independent artists in such a way that they are now free to pursue heights of success previously only available to major label artists. New media technology has affected the traditional business models of major labels, it has resulted in gross decline in recording costs, given birth to new channels of music marketing, and business models, and has created a new music clientele that requires instant gratification, personalization, and connectivity. In the face of such change, independent artists have been empowered and can access opportunities to distribute music independently, market and promote music effectively to niche markets, secure publishing deals, while building their own community of dedicated fans.
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Date Issued
2010
PURL
http://purl.flvc.org/FAU/2705072
Subject Headings
Music, Economic aspects, Music and the Internet, Music trade, Music and globalization, Sound recordings, Marketing
Format
Document (PDF)
Marketing music in a digital age
Title
Marketing music in a digital age.
Creator
Amedeo, James Rocco., College of Business, Dorothy F. Schmidt College of Arts and Letters, Department of Music
Abstract/Description
The physical sale of music and the effectiveness of traditional media are expected to continue to decline, challenging marketers to develop new methods to create awareness about music. Although music sales are declining, interest in music is healthy, and strongest amongst the American young adult market - between the ages 18-34. This marketing plan uses traditional and innovative techniques to capture the attention of the target market, which is more culturally diverse and technologically...
Show moreThe physical sale of music and the effectiveness of traditional media are expected to continue to decline, challenging marketers to develop new methods to create awareness about music. Although music sales are declining, interest in music is healthy, and strongest amongst the American young adult market - between the ages 18-34. This marketing plan uses traditional and innovative techniques to capture the attention of the target market, which is more culturally diverse and technologically advanced than any previous demographic.
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Date Issued
2009
PURL
http://purl.flvc.org/FAU/192980
Subject Headings
Music and the Internet, Music trade, Marketing, Internet marketing, Popular music, History and criticism
Format
Document (PDF)
Optimal positioning of web page banner advertisements
Title
Optimal positioning of web page banner advertisements: an extension of hemispheric process theory.
Creator
Goodrich, Kendall., Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description
The purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres...
Show moreThe purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres Janiszewski 1990), 2) by evaluating multiple advertising effects in relation to mere exposure rather than focusing primarily on attitudes (Janiszewski 1988, 1990), and 3) by addressing an important knowledge gap regarding optimal Web advertising (Dahlen, Rasch and Rosengren 2003). A growing amount of money is being spent on Internet advertising, with revenues totaling $12.5 billion in 2005, up more than 30 percent over 2004 (IAB 2006). However, banner ad click-through rates are low (between .1 and .2 percent for standard ads; DoubleClick 2007) and only 10% of business executives believe that banner advertising is highly effective in generating new business (Forrester 2006). Advertisers continue to use banner ads, perhaps because the "branding" benefits are not limited to clickthroughs (Briggs and Hollis 1997). While numerous ad-related factors have been previously studied (e.g., ad context creative factors, recall/recognition effects, repetition), to the author's knowledge no research has examined the effect of banner ad placement on advertising outcomes such as attention, recognition, brand attitude and purchase intention., A 2 x 2 x 2 between subjects factorial design was implemented, in which the ad type (pictorial or verbal), ad placement (left or right of Web page), and the page type (text or image-oriented) were manipulated in an online environment. While the results only partially support the hypotheses (rank-ordered stimuli groups from "optimal" to "least optimal" effects) matching activation and hemispheric ad placement appeared to differentially affect advertising outcomes. A supplementary data analysis, which directly compared hemispheric ad placement and matching activation, indicates that matching activation has a greater effect on attention, while hemispheric ad placement has a greater effect on purchase intention. The findings suggest that online advertising efforts should be specifically matched with advertising goals. Managerial implications are discussed.
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Date Issued
2007
PURL
http://purl.flvc.org/FAU/77642
Subject Headings
Product management, Internet advertising, Economic aspects, Logos (Symbols), Design, Marketing, Psychological aspects, Advertising, Effective frequency
Format
Document (PDF)
role of advertising and information asymmetry on firm performance
Title
The role of advertising and information asymmetry on firm performance.
Creator
Fine, Monica B., College of Business, Department of Marketing
Abstract/Description
Research linking marketing to financial outputs has been gaining significance in the marketing discipline. The pertinent questions are, therefore: how can marketing improve measures of firm performance and draw potential investors to the company, and where is the quantitative proof to back up these assertions? This research investigates the role of marketing expenditures in the context of initial public offerings (IPOs). The proposed theoretical framework comes from marketing and finance...
Show moreResearch linking marketing to financial outputs has been gaining significance in the marketing discipline. The pertinent questions are, therefore: how can marketing improve measures of firm performance and draw potential investors to the company, and where is the quantitative proof to back up these assertions? This research investigates the role of marketing expenditures in the context of initial public offerings (IPOs). The proposed theoretical framework comes from marketing and finance literature, and uses econometric models to test the hypotheses. First, we replicate the results of a previous study by Luo (2008) showing a relationship between the firm's pre-IPO marketing spending and IPO underpricing. Next, we extend the previous study by looking at the IPO's long-run returns, types of risk, analyst coverage, and market/industry characteristics. The results of this study, based on a sample of 2,103 IPOs from 1996 to 2008, suggest that increased marketing spending positively impac ts firm performance. We examine different measures of firm performance, such as risk and long-run performance, whose results are important to the firm, its shareholders, and potential investors. This study analyzes the impact marketing spending has on IPO characteristics (IPO underpricing in the short-run and cumulative abnormal returns in the long run); risk characteristics (systematic, unsystematic, bankruptcy risk, and total risk); analyst coverage characteristics (the number of analysts, optimistic coverage, and forecast error) and market characteristics (market volatility and industry type). We control for variables such as firm size, profitability, and IPO characteristics. In this paper, the results show that increased marketing spending lowers underpricing, lowers bankruptcy risk, lowers total risk, leads to greater analyst coverage, leads to more favorable analyst coverage, and lowers analyst forecast error. For theory, this paper advances the literature on the, marketing-financ e interface by extending the market-based assets and signaling theories. For practice, the results indicate that spending more money on marketing before the IPO and disclosing this information produces positive bottom-line results for the firm. KEYWORDS: Marketing-Finance, Risk, Financial Analysts, Marketing Spending, Firm Performance, Marketing Strategy Meets Wall Street, Long-Run Firm Performance, Underpricing, Stock Recommendations, Initial Public Offering, Marketing Strategy, Econometric Model.
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Date Issued
2012
PURL
http://purl.flvc.org/FAU/3342050
Subject Headings
Investment analysis, Organizational effectiveness, Measurement, Advertising, Financial services industry, Marketing, Financial services industry, Computer network resources
Format
Document (PDF)
Viral advertising
Title
Viral advertising: conceptual and empirical examination of antecedents, context and its influence on purchase intentions.
Creator
Petrescu, Maria., College of Business, Department of Marketing
Abstract/Description
The purpose of this paper is to focus on viral advertising and study the conditions under which ads become viral, how they are intentionally transmitted by consumers to their social network and their relationship with classical advertising variables, such as attitude toward the ad, attitude toward the brand and purchase intention of the consumer. We first analyze studies focusing on different aspects of the viral communication, "electronic word-of-mouth", "word-of-mouse", "viral marketing"...
Show moreThe purpose of this paper is to focus on viral advertising and study the conditions under which ads become viral, how they are intentionally transmitted by consumers to their social network and their relationship with classical advertising variables, such as attitude toward the ad, attitude toward the brand and purchase intention of the consumer. We first analyze studies focusing on different aspects of the viral communication, "electronic word-of-mouth", "word-of-mouse", "viral marketing" and "buzz" in order to clarify the concept of viral advertising. After clarifying the viral advertising concept, the project analyzes the viral process and its main antecedents and influencers, by taking into consideration emotional and ad appeals theories. The results show that ad appeals influence attitude toward the ad and viral intentions, with humor being the most significant appeal in the context of viral advertising. The study also focuses on the social aspects of advertising and consumption , including influential differences related to the source of the message, social influencers analyzed in the socialization literature, such as family and peers, the tie strength element from the social network theory and consumer market maven traits. The findings show the significance of family communication and market maven characteristics in relation to consumers' viral intentions. We then integrate our key variable, viral intentions, in a classical advertising framework based on attitudes theory and their influence on behavioral intentions. The results confirm previously studied relationships between attitude toward the ad, attitude toward the brand and purchase intentions., The findings bring into attention two key new relationships: the significant effect of attitude toward the brand on viral intentions, and the positive relationship between viral intentions and purchase intentions, a very important relationship for marketing research the viral advertising concept, analyzes its key antecedents, and studies the relationship between attitudes and behavioral intentions in a viral advertising context. The paper also establishes a key positive relationship between viral intentions and purchase intentions regarding the advertised product.
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Date Issued
2012
PURL
http://purl.flvc.org/FAU/3352280
Subject Headings
Viral marketing, Marketing, Management, Relationship marketing, Internet marketing, Mass media, Social aspects, Consumer behavior
Format
Document (PDF)