ScholarWorks@UNO

Re-Branding the American Marketing Association

Two campaigns of advertising for the American Marketing Association were distributed to students to determine if creative or professional branding is more efficient in stimulating interest and involvement in the University of New Orleans' chapter of AMA. The American Marketing Association has been struggling with a low participation rate among students despite being a nationally-recognized organization that provides useful resources for students looking to further or start their careers. Our platform was to determine the best branding technique to expand membership. We tackled the management decision problem of deciding if we should implement an advertising campaign, and the marketing research problems of how to brand the organization and advertise differently to males and females. We used a questionnaire with convenience sampling in a classroom setting to recruit eighty student participants to perform experimental research. Our experiment resulted in findings which determined that females who are willing to join the organization are generally more attracted to creative advertising, whereas professional branding is more effective overall at grasping the attention of UNO students when advertising an on-campus organization.