Resume

• 2004

  Indiana University Bloomington

  Xanodyne Pharmaceuticals

  Indiana University

  Kelley School of Business

  Exec. Director

  Marketing

  Xanodyne Pharmaceuticals

  Indiana University

  Kelley School of Business

  Indianapolis

  Indiana Area

  Clinical Professor of Marketing

  Indianapolis

  Indiana

  I teach marketing analytics

  strategic marketing

  and digital marketing in Kelley's Evening MBA

  Business of Medicine Physician MBA

  online Kelley Direct MBA

  and Indianapolis undergraduate programs. I present workshops on Personal Branding

  Grit

  Executive Presence and Negotiations. I advise startups on the marketing plans and marketing effectiveness.

  Clinical Professor of Marketing

  Director of IMAGE (Innovative Marketing and AdvertisinG Enterprise)

  Indiana University - Kelley School of Business

  New York

  New York

  Associate Editor

  Journal of Advertising Research

  Clinical Associate Professor of Marketing

  Indianapolis

  Indiana Area

  Indiana University

  Kelley School of Business

• 1998

  Eli Lilly & Company

  Indiana University

  Kelley School of Business

  The Titanic Effect: Successfully Navigating the Uncertainties that Sink Most Startups

  Eli Lilly & Company

• 1996

  Walker Information

  Journal of Advertising Research

  Walker Information

  The Titanic Effect: Successfully Navigating the Uncertainties that Sink Most Startups

  NY

  NY

  Author

  Indiana University Bloomington

  American Marketing Association

  Member

  Editorial Review Board

  Journal of Advertising Research

  English

  Spanish

  Kelley Indianapolis MBA Teaching Excellence Award

  Kelley School of Business Indianapolis

  Schuyler F. Otteson Undergraduate Teaching Excellence Award for Full-Time Faculty Named Favorite

  Kelley School of Business Indianapolis

  Quality Advocate Award

  Eli Lilly & Company

  President’s Council

  Eli Lilly & Company

  Lilly MBA Teaching Excellence Award

  Kelley School of Business Indianapolis

  Kelley Indianapolis MBA Teaching Excellence Award

  Kelley School of Business Indianapolis

  Outstanding Facilitator Lilly Marketing Institute

  Eli Lilly & Company

  Outstanding Global Market Research Project

  Eli Lilly & Company

  Kelley Indianapolis MBA Teaching Excellence Award

  Kelley School of Business Indianapolis

  Indiana University President's Award for Teaching Excellence

  Indiana University

  IUPUI Women’s Leadership Award

  IUPUI Office for Women

  Lilly MBA Teaching Excellence Award

  Kelley School of Business Indianapolis

  Favorite Professor - IUPUI Athletics

  Jags student athletes are invited to nominate a professor who made an impact on their academics from the fall semester.

  IUPUI Athletics Department

• 1992

  Ph.D.

  Marketing

  Research Methods

  Strategy

  Kelley School of Business at Indiana University

  Master of Business Administration (MBA)

  Marketing

  Kelley School of Business at Indiana University

• 1981

  BS

  Marketing

• Meet the Editors

  Dr. John B. Ford is editor-in-chief of the Journal of Advertising Research. Based in Norfolk

  Va.

  John is an eminent scholar and professor of marketing and international business at Old Dominion University. His research has focused on cross-cultural...

  Meet the Editors

  The Titanic Effect

  Leveraging decades of startup experience

  the authors of The Titanic Effect offer a toolkit for entrepreneurs and their stakeholders to navigate the uncertainty that sinks many startups by avoiding hidden debts

  allowing them to sail to the promised land.

  The Titanic Effect

  The Startup Ladies

  Advisory Board

  FIGHT FOR LIFE CHARITY NGO

  Faculty Advisor

  Kelley Indianapolis Women's MBA Assocation

  Data Analysis

  Strategic Planning

  Social Media

  Segmentation

  Leadership

  Market Planning

  Marketing Research

  Pharmaceutical Industry

  Business Strategy

  Market Analysis

  Product Development

  Marketing

  Marketing Communications

  Market Research

  Brand Management

  Marketing Strategy

  Marketing Management

  Competitive Analysis

  Public Speaking

  Cross-functional Team Leadership

  Impact of Promotions on Awareness

  Trial and Likelihood of Trial of New Dissolvable Tobacco

  Laura Romito

  Forthcoming

  with Laura Romito.\nPurpose: To determine test market awareness and promotional effects of Camel dissolvable tobacco \nDesign: Cross-sectional survey\nSetting: Indiana test market \nSubjects: Stratified sample of Indiana adults (N=472). \nMeasures: Data was post-stratified and weighted to account for the sampling and demographics. \nAnalysis: Descriptive statistics and multivariate analysis \nResults: 31.2% of participants were aware of Camel Dissolvables

  4.5% had tried and 8.3% were likely to try them. Tobacco use was a significant predictor of all outcomes; dual (cigarettes and smokeless tobacco) users were more likely to be familiar with

  try

  and be interested in trying Camel Dissolvables than single tobacco users and non-users (p<.05). Male gender was only a significant predictor for likelihood of trial (p<.05). Education was only a significant predictor of actual trial (p<.05). Familiarity was predicted by in-store

  magazine and mail promotions. Trial was predicted by having seen magazine ads. Website exposure predicted likelihood of trial. Of those who reported trying Camel Dissolvables (N=37)

  49% no longer used them

  43% used them some days

  and 8% used them daily. Continued use was reported by 87% of dual users and 26% of single tobacco users (p<.01). \nConclusion: Smokers and male dual tobacco users appear most affected by Camel Dissolvable promotions.

  Impact of Promotions on Awareness

  Trial and Likelihood of Trial of New Dissolvable Tobacco

  Adding Badging to a Marketing Simulation to Increase Motivation to Learn

  Badging has become a popular tool for obtaining social recognition for personal accomplishments. This innovation describes a way to add badging to a marketing simulation to increase student motivation to achieve the simulation’s goals. Assessments indicate that badging both motivates students to perform better and helps explain students’ perceived learning in a marketing course that uses a simulation.

  Adding Badging to a Marketing Simulation to Increase Motivation to Learn

  Leveraging decades of startup experience

  the authors of The Titanic Effect offer a toolkit for entrepreneurs

  startups

  investors and their stakeholders to navigate the uncertainty that sinks many startups by avoiding hidden debts

  allowing them to sail to the promised land.\n

  The Titanic Effect: Successfully Navigating the Uncertainties that Sink Most Startups

  A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment. But many companies want their product to appeal to more than one consumer segment at the same time. In this study

  the authors investigated whether video-game marketers should leverage different messages for different target segments for the same product. They found that purchase intentions were enhanced when a segment saw its dedicated advertisement after seeing the other segment's advertisements. Further

  this enhancement happened not only from internal processes but also because the advertisements interacted.

  Differently Positioned Marketing Communications: Should Marketers Leverage Different Messages for Different Target Segments for the Same Product?

  Research summary - Venture founders rely on the help of others in their community to move their emerging enterprises forward. While these helping behaviors

  here called venture advocate behaviors (VABs)

  are critical for founders with limited resources

  they have received little theoretical or empirical attention. We explore VABs and develop propositions regarding a venture advocate's propensity to engage in such behaviors. Using social exchange theory

  we examine how reciprocity between different actors

  including paying back and paying forward

  and other factors promote VABs.\n\nManagerial summary - Founders of new ventures need to understand the factors that encourage others to give them the help they need for their new firms to survive and grow—what we call venture advocate behaviors (VABs). A new firm that enables these VABs is able to access resources without a monetary burden because they are activated through social exchanges. In order to enable VABs

  founders need to understand the individual characteristics of potential advocates

  how they will assess the likelihood of success of the new venture

  and the decision rules they will use

  such as reciprocity

  building socioemotional wealth

  and the positive identification the potential advocate has within the local venture ecosystem. Copyright © 2016 Strategic Management Society.

  Venture Advocate Behaviors and the Emerging Enterprise

  Arden Christen

  Lorinda Coan

  Laura Romito

  An exploratory retail audit of point-of-purchase promotions was conducted in a random sample of retailers from 6 store categories (n = 81) in the test market area. Data included: store type

  location

  product placement

  forms/flavors carried

  price

  types and locations of advertisements and promotions

  and ad messages. An Awareness-Attitude-Usage (AAU) survey was used to gauge consumer awareness and knowledge of tobacco products including Camel Dissolvables. Respondents were shown promotional materials from a package onsert and perceptions and interest in the Camel Dissolvables were assessed. An Intended Target Survey (ITS) compared subjects' perceptions of ad targets for several non-tobacco products

  as well as Camel Snus

  Camel No. 9 and Camel Dissolvables. Respondents were asked to identify each ad's intended target category

  perceived targetedness

  and purchase intent.

  Retail Promotions and Perceptions of R.J. Reynold's Novel Dissolvable Tobacco in a U.S. Test Market

  Pharmaceutical marketers in the United States wrestle with an interesting dilemma: should they maintain similar advertising across their two target audiences – physicians and patients – or should they customize advertising for each? This study explores the relationship between advertising similarity and advertising effectiveness. It finds that similarity of advertising message strategy is unrelated to advertising effectiveness while advertising execution-similarity is negatively related. This pattern of effects holds even when patients are the drivers of brand choice. These findings reinforce the idea that advertising should be finely honed to target customers' needs even when two different customers interact in brand choice.

  Rx for Brand Consistency: Should Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences?

  M. Kim

  Indiana University - Kelley School of Business