FAU Undergraduate Student Research
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Branding and Advertising Strategy for FitBit Flex-2: Implications From Survey Research and Persuasion Theory
Type: Text
Year: 2017, 2017, 2017, 2017
Member of: FAU Undergraduate Student Research
Contributors: Ayala, Andrea G., Lacerda, Rubens P., Robinette, Devin N., Smith, Allen E.
Publisher: Florida Atlantic University
Description: A robust audience profile informs advertising campaign
planning. The systematic research-in-progress
will reveal a rigorous audience profile for
FitBit-Flex 2, a wearable fitness tracking technology,
through secondary research using credible business
databases, the survey research method (e.g., consent form, questionnaire pre-test, convenience sampling,
personal distribution and pick-up),… more
Full Text: LITERATE REVIEW INTRODUCTION Persuasion attempts to influence an audience’s beliefs, emotions, and actions (Moriaty, Mitchell, and Wells, 2015). Advertising effectiveness is determined by the extent to which a campaign achieves its goals. To be effective, …
Challenging Source Effects Theory: The Case of High-Technology Computers
Type: Text
Year: 2017, 2017, 2017, 2017
Member of: FAU Undergraduate Student Research
Contributors: Simon, Judie, Smith, Allen E.
Publisher: Florida Atlantic University
Description: Consumer insights and persuasion theories enable
advertisers to make better message strategy decisions.
In recommending message strategy for high
technology products, existing source effects theory
appears challenged by insights into the freshman
college student market. Traditional theory posits
credible spokespersons (e.g., trained experts) be
used in advertising complex products, such as… more
Full Text: Challenging Source Effects Theory: The Case of High-Technology Computers Judie Simon, Mentor: Dr. Allen Smith, College of Business Advertisement Background and Literature Review Persuasive advertising is most effective when it relates to the needs, …
The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader
Type: Text
Year: 2017, 2017, 2017, 2017
Member of: FAU Undergraduate Student Research
Contributors: Berkheimer, Blake, Salcedo, Joseph, Smith, Allen E.
Publisher: Florida Atlantic University
Description: Competitive theory suggests market challengers
embrace either a head-to-head attack or flanking
maneuver as alternative strategies to attack the
market leader. Our research-in-progress, a threephase
systematic research plan of action, will reveal
whether Monster Energy drink should convey action
sports (head-to-head attack) or academic performance
(flanking strategy) in advertising… more
Full Text: The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader Presenters: Joseph Salcedo and Blake Berkheimer Mentor: Dr. Allen Smith, College of Business INTRODUCTION Advertising Concepts RELEVANCE Competitive …