This document provides summaries of multiple sources related to marketing and advertising. It includes summaries of sources that discuss the roles and responsibilities of marketing managers, the career benefits of obtaining an MBA, ethical issues in global marketing representations, the history and evolution of marketing, trends in social media marketing, and digital advertising initiatives of Facebook. The summaries are concise and highlight the key topics, perspectives and insights contained within each source.

1. Caren Valenciano
Brown
ISM – 5
7 January 2016
Marketing and Advertising: An Annotated Bibliography
"Advertising, Promotions, and Marketing Managers." U.S. Bureau of Labor Statistics. U.S.
Bureau of Labor Statistics, n.d. Web. 20 Sept. 2015.
Advertising, Promotions and Marketing managers create and plan programs that generate interest
in a product or service. Typically, they handle budgets and contracts, marketing plans, and the
selection of advertising media. They plan campaigns, select advertising medias (radio, television,
print, online media, billboards, etc.), and initiate and analyze market research studies. They
negotiate contracts, direct hiring processes, and meet/interact with clients, often as the company
liaison. Promotions managers specifically combine advertising with purchasing incentives to
increase sales, using mail-outs, to discounts, to special events targeted to customers. These
managers are integral to company’s revenue, so they often work closely with top executives. A
bachelor’s education with an emphasis on marketing and consumer behavior is advantageous.
Important qualities include analytical/communication/organizational skills, creativity,
interpersonal, and decision-making skills. These jobs will continue to be essential, and will
increasingly be rooted in technology.
This is a very reliable source. Because it came from the U.S. Bureau of Labor Statistics, it is
evident that the information is not only unbiased, but relevant to the climate of the workplace of
today. Because this source is a governmental entity, the information is also highly accredited and
reputable. This article provides a summary/overview, of a specific topic within the area of study
I’ve chosen to pursue. It then goes in-depth on each point made in the summary. This was a
highly informative source.
This fits into my research, as it relates to the second lead I’ve found for an interview. I reached
out to the Area Community Relations and Event Manager for Kendra Scott Design, Kelsey
Hagar, who is in charge of coordinating promotional events that both further the image of
Kendra Scott, and better the community. Studying this article helped me become more aware of
the role that this possible interviewee plays at Kendra Scott Design. Reading this article will help
me give a more thoughtful, well-informed interview. Being aware of the many roles and
responsibilities of a Promotions manager helps me to see that advertising, promotions and
marketing often go hand-in-hand. Knowing this information will also help me make myself
most-marketable post-college, I now know that I should take college classes that span all three of
these categories, so that I am able to work in many different concentrations of the marketing
fields.

2. “Alumni Profile: Bridgette Chambers, EMBA ‘08.” @Mays. Spring/Summer 2015: 21.
Print.
Earning a Master of Business Administration (MBA) is often a requirement for marketing
professionals seeking to advance in company hierarchy. Bridgette Chambers, a successful
businessperson with multiple awards and recognitions, felt that she would be unable to “[repeat]”
her “success,” without learning a “comprehensive understanding of business and finance,” which
she felt could only be gained by earning her MBA. She decided to attend Mays Business School
to do so.
At Mays Business School, the MBA program is designed to meet the needs of currently working
professionals. The core curriculum consists of fundamental business courses, including
leadership, management, finance, economics, accounting, marketing, communications, strategy,
operations and international business policy classes. These classes will satisfy 39 of 45 necessary
credits (all 45 are earned within a 22 month span). The remaining six credits are comprised of
elective classes in more specific areas, like entrepreneurship, services marketing, digital
marketing strategy and energy markets/energy finance.
After earning her MBA, Chambers had “insight and knowledge” that allowed her to progress
further. Chambers was able to utilize team-based approaches, “apply numerous competencies in
a comprehensive manner,” and “test her new knowledge and skills in the marketplace […] and
employment.” Chambers believes that “career transformations” much like her own are due
directly to the “business tools […] acquired […] in the MBA program.” An MBA program also
teaches confidence, complex problem-solving, risk communication, and allows its graduates to
differentiate themselves from the masses.
This source, a magazine produced by the Mays Business School at Texas A&M University, was
an interesting read. The information was up-to-date and relevant, as it discussed a recent
graduate who was implementing the skills gleaned from earning her MBA in present day. It was
definitely biased, as it was produced by the university itself, about its own graduate. However,
the content directly relating to what an MBA can do for an individual’s status in the workplace
rings true for most colleges around the country. A link was provided within the article to learn
more about the curriculum itself. This chart is also included within the resource.
This source made use of many quotes from the interviewee, which makes it easy to appear as an
opinion piece. However, this was a very helpful article to me, as Mays Business School is my top
choice for college. It was nice to see how I might be able to flourish (should I get an MBA from
Mays as well) under the guidance of Mays. It was also good to learn about a real person’s
experience, college and workplace alike. Should I pursue marketing and/or advertising as a
career, I now understand the immense benefits of returning to school for my MBA, and now
have a better understanding of the larger picture of this possible career choice.
Borgerson, Janet L., and Jonathan E. Schroeder. “Ethical Issues of Global Marketing:
Avoiding Bad Faith in Visual Representation.” European Journal of Marketing.
36.5/6 (2002): 570-576; 588-594. Web.

3. This article seeks to define the idea of “bad faith” in marketing and advertising, its implications,
and methods to reduce the tendency. The field of marketing and advertising relies largely upon
images to create associations within consumers’ minds, which further enhances the product or
brand at hand. However, the images associated with a product have the potential to “undermine
the full human status of represented groups and individuals” with its pervasive effects. Marketing
and advertising has the unique ability to serve as a social and political vehicle, and can create
ideas about a culture, often beyond what the creator could have imagined. Images in a marketing
campaign can (and have!) simplified, subordinated and colonized groups of cultural differences,
with minority status. Marketing campaigns often find themselves guilty of post-colonialist
tendencies, appropriating cultures, creating a sense of “otherness” for minority groups. More and
more, we have seen the presence of the “exoticized other,” or those that are different and
therefore below. The influence of marketing campaigns doing this may affect the way
experiences of perspectives of a culture are interpreted. Though terribly incorrect, perception is
often times, reality. As such, marketers must be cognizant that marketing images carry weight,
and have the power to influence how other groups are seen and subsequently treated.
Now, the authors call for an “ethics of representation,” consisting of a rejection of the traditional
drawing on typicalities of a group (i.e., “hula” summing up the Hawaiian culture), a promotion
of visual literacy, and a better understanding of the concepts of representation, objectification
and bad faith.
This source, taken from a journal dedicated solely to marketing, provided fantastic information.
Not only was it a thorough source, it had a global perspective, as it was both cognizant of the
cultures from all over, but also, from authors from another country. This European source will
add additional expertise to my research, and will provide other points of view. Though written
more than ten years ago, its information still carries weight, as these post-colonialist theories are
currently being discussing in my AP English class this semester.
I very much benefited from this source. It was originally lengthier, but I took segments of it that I
felt were most relevant. I had been looking for a good journal article since I started doing
annotated bibliographies, but had not found an opportunity where it best fit the topic at hand. I
was excited that I found this one (for free, no less). This source is far more in-depth than any
other of my sources thus-far, and will definitely add the elements of depth and complexity so
necessary of this class, to my research. I liked its perspective on the global market, and I hope
that I can incorporate the theories of this paper into my final product.
Davis, Kathleen. “A (Kind of) Brief History of Marketing.” Infographic. Entrepreneur.com.
17 July 2013. Web. 30 September.
This infographic chronicles the evolution of marketing as dictated by the world’s developing
technologies. The history of marketing can be divided into two “ages” – the age of Outbound
Marketing (which can be further divided into five time periods) and the age of Inbound
Marketing. Outbound Marketing practiced talking AT the consumer and interrupting them with
advertisements, rather than talking WITH them.

4. Period I of Outbound Marketing (Appearance of Printed Advertising, 1450-1900) includes the
Gutenberg word press, and the emergence of the first magazines, posters, and early billboards.
Period II (Emergence of New Mediums, 1920-1949) saw advertising in both radio and television,
and the integration of the two into homes across the country. In Period III (Marketing Grows Up,
1950-1972), TVs surpass radios, telemarketing is utilized, and print declines in lieu of TV.
Additionally, the Outbound Marketing approach begins to prove a financial burden. Period IV
(Emergence of the Digital Age, 1973-1994) consisted of the rise of mobile phones and personal
computers, expensive and well-produced Super Bowl commercials, and the first example of
email spam (to spread messages) by law firm Canter and Siegel. Period V (The Bubble, 1995,
2002) saw new technologies become adopted by wide audiences. Redefined search engines
enabled user-friendly services, making the internet more viable to commerce, thereby facilitating
a “marketing explosion.”
It is in the early 2000s that marketing made its large shift from Outbound Marketing to Inbound
Marketing. A greater emphasis was placed on information sharing, collaboration, and over-all
customer experience, so that consumers would feel valued and respected. This second “age” of
marketing consisted of social media, email marketing, e-commerce (amazon, e-bay), and
personalized search engines. Google became the dominant power in the internet world, and
DVRs created a new way to watch TV – and avoid advertisements. Smartphones entered the
hand of 1 in every 2 Americans, and the internet surpassed TV. Social media and blogs became
popular, and they now create REAL customers and leads. Inbound Marketing proved to cost 62%
less than Outbound Marketing. Inbound Marketing is the form of marketing and advertising
much known to present-day.
This infographic was awesome! Though it was lengthy, it provided cute yet fitting images of the
many events in the history of Marketing, which made it easier to follow along. It provided up-to-
date information that spanned the relevant parts of history (with respect to marketing). Produced
by Hubspot, a company that produces software for marketers, this infographic is a very reliable
source.
This information was invaluable. This gave me a great overview of the evolution of marketing,
and added depth and complexity to my research. Seeing the change over time that influences the
style of marketing is very relevant to someone like me, who is seeking to learn the ins and outs
of this field. Most importantly, the infographic proves that marketing is a landscape that
continues to evolve towards a more interactive nature, and that it will continue to be dynamic
and meaningful, especially as technology develops.
Delzio, Suzanne. “Social Media Marketing Trends Gaining Traction in 2015: New
Research.” Podcast. Socialmediaexaminer.com. 16 October 2015. Web. 27 May 2015.
The usage of social media in marketing has reached an all-time high, especially with the largely
increasing use of mobile devices. Sales through social media are rising, more so than ever
before. Previously, social media would only “create buzz” surrounding a product or brand, but
not contribute directly to a sale. However, companies are realizing the immense success that
social media can provide, and are tailoring their online experiences to make user-friendly

5. purchases. This “social selling” is predicted to increase 50% worldwide by the end of 2015.
Podcasts are also gaining ground as another vehicle for consumerism. Podcasts combine content-
marketing and social-marketing, as consumers are able to connect with the voice of a brand, who
then sway the consumers to purchase the item in question. 38% of podcasts are without
advertising, which makes evident the large untapped market. Additionally, Facebook, one of the
original social networking sites, saw and planned for consumers’ switch to mobile devices, and
serves as a model of all that a company can accomplish with succinct offers and user-friendly
operations. Facebook targets video ads to its consumers, and its free features make users happier,
and thus more inclined to share all of their buying intents. Social media and social networking is
not only a growing trend in marketing, but a pattern that is more than likely here to stay.
This podcast was very accurate, and its many statistics were eye-opening. This podcast comes
from a website dedicated to examining social media, and its effects on advertising. The podcast
was a source different than those that I’ve used thus-far, and was a good addition to my
resources. It was organized into four main points, and statistics were given for each point, further
driving the point home that social media is a trend invaluable to the marketing and advertising
field as we know it today.
This podcast was beneficial in that it underscored the belief I already had that social media and
mobile devices have revolutionized marketing today. The information provided many stark
statistics that clearly illustrated the powerful effects of marketing in this day-and-age. It was
beneficial to add this additional media into my resource bank – I believe it will only strengthen
my research.
Ember, Sydney. “Two Giants in Digital Ads Seek More.” The New York Times. 29 Sept.
2015. B3. Print.
Facebook and Google are two giants in the digital world. Facebook is a digital advertising
powerhouse that has begun allowing advertisers to buy video ads in the same manner that
marketers buy time for their company on television. Facebook desires to make it easier for
advertisers to buy and plan their ad campaigns on Facebook, much like televisions have done for
years. Facebook is one of the first, and most successful, social media site to approach advertising
in this manner. The scope of its advertisement success will even be monitored by Nielsen Digital
Ad Ratings, a company that has long done research for TV advertisements. By the conclusion of
2015, Facebook is projected to have $7.7 billion in total digital ad revenue. This innovative
approach by Facebook to advertise to millions of people at once, mirroring the advertisements
that were at one point only seen on television, is a tactical maneuver that will see large success,
and soon, many similar efforts by other social media sites.
This source discusses information about both Google and Facebook (I focused more on the
information about Facebook.) This source is different than most in that I did not focus on a
person that is an innovator in the marketing and advertising world, but rather, a company that is
changing the landscape of the digital world. This information is reliable, as it is from a reputable,
popular newspaper, The New York Times. This source may be biased, as many quotes are

6. included from the vice-president for global marketing from Facebook. However, she would
know first-hand the reasoning and end-goals behind the initiative.
I think this is a source that will fit well into my research, and my time with my mentor. Rebecca
Rodriguez, a media strategist at Whataburger, discussed with me the many elements of digital
media that never before had to be accounted for – Facebook was one of the many items she
noted. Rebecca also noted that now that advertisements are being built into social media, it was
now becoming a part of the Whataburger media strategy. After that meeting, I knew Facebook
and its advertising initiatives would be a great example of an innovator in the marketing and
advertising field. The data included helps shape the argument that digital media plays a large role
into understanding the consumer. Understanding the consumer allows companies to better tailor
their message and products to best fit the needs of the consumer. This has changed my
perspective on the scope of advertising, for the information concretely proves that social and
digital media are tools that are indispensable for large corporations.
“Excel 2013”. GCF Learn Free. Online Tutorial. 10 December 2015.
This online tutorial demonstrated how to use Microsoft Excel 2013. Microsoft Excel is able to
make a multitude of different documents, ranging from contact lists, to calendars, to budgets.
Utilizing the Quick Access Toolbar makes for more efficient operations while creating your
chosen document. The Quick Access Toolbar may be customized to best fit the user’s needs.
More importantly, the workbook (also called a “worksheet” or even “spreadsheet”) is made up of
cells, columns and rows. To modify a row or column, hover over the line between two cells, until
a solid black bar with two arrows appears. You may use this tool to adjust the size of a column or
row. The “Resize All” button on the topmost, leftmost part of the workbook, allows the user to
select all of the cells at once, and click and drag as necessary to adjust. To add a row, click the
row that will be below the row to be inserted. To add a column, click the column that will be to
the right of the column inserted. Selecting text and clicking “Wrap Text” allows multiple lines to
appear in a truncated cell. The “Merge & Center” button has additional features, which are
important to be aware of.
This tutorial was a good use of my time. Microsoft Excel is a software I am not too familiar with,
but it is used heavily in the marketing world. This video was concise, and illustrated all of the
commands, operations, etc., in an easy-to-understand method.
I am glad I took the time to watch this video. I have not truly used Microsoft Excel since
elementary computer class. I need to be truly well-versed in all aspects of Microsoft Office, and
being adept in Excel is a very useful skill. Knowing more about how to use this program will
allow me to work on my marketing strategy calendar more efficiently. More importantly, these
new skills will allow me to be informed and knowledgeable when with my mentor.
Hagar, Kelsey. “Marketing and Advertising.” Personal Interview. 22 September 2015.
This past week, I interviewed Kelsey Hagar, Area Community Relations and Event Manager for
Kendra Scott Design. Though Kelsey attended University of Georgia and majored in Journalism,
she ended up in the retail field via a friend’s recommendation that she apply for the job. Though

7. her typical workday changes constantly, Kelsey is always corresponding with clients, organizing
events and teams, and finding new areas where the Kendra Scott brand can give back to the
community. She is often the face of Kendra Scott at events like galas, luncheons, etc., and is
always “camera-ready,” which is required to fit in with the Kendra Scott mantra of “fashion,
family, philanthropy.” Kelsey described herself as a “self-starter” who loves to organize and
plan. She believes that her confidence enables her to work well with anyone she meets, and turn
out a superb event for Kendra Scott. She also believes that being skilled in organizational skills
enables her to work well with her fluid, flexible schedule – some days she works from home,
others she works from the La Cantera store, the rest, she is traveling to other branches in the
area. In 10 years, Kelsey believes she could see herself still working for Kendra Scott, perhaps
“higher up the food chain” in corporate, and believes that the Kendra Scott brand would
welcome her starting a family. Kelsey has just been promoted, and is now in charge of the San
Antonio, Austin and Oklahoma areas. From 2014 to 2015, Kendra Scott is projected to double in
both employment and number of retail locations. This is due to a large revamping of the
company by the new COO (formerly of Starbucks) who has helped Kendra Scott reach new
heights.
This was a very informative interview. This interview helped me discover an area in retail that
perfectly fits my strengths and skill sets. This interview also demonstrated the power of a good
outfit for an interview, as all of the employees there were dressed to the nine’s and would have
most likely discounted me and my abilities had I not been in the casual-yet-stylish manner I
arrived in. I was initially nervous going into the interview, because I felt that Kelsey’s role may
be just party-planning, and not actual management. However, after learning all of the duties of
Kelsey’s job, it showed me that I may’ve found the perfect fit. I gained fantastic new knowledge.
I was so grateful to have gotten this interview. Meeting Kelsey and learning what her day-to-day
life at Kendra Scott is like helped me finally find a job that is exactly like something I would like
to pursue. Kelsey’s role at Kendra Scott is a blend of fashion, organization and philanthropy that
embodies the exact career I’ve always dreamed of having, but was never sure existed. I believe
that Kelsey, although younger (26 years old), could be a good mentor for me. She is very similar
to me, in her skill sets, her mind set, her interests and her personality. I think we would work
well together, and gel in a way that will be very beneficial for my year in ISM. I hope that she
was impressed with me as much as I with her, and that she decides to be my ISM mentor.
Keough, Brenna. “What Makes a Digital Marketing Campaign Successful?”
business2community.com. N.p. 9 July 2014. Web. 1 November 2015.
I sought to understand what components make a digital marketing campaign successful. There
are seven key factors to consider that make for strong campaigns, and allow for the best branding
image for a company. A company must outline goals, determine a strategy, establish relevance,
reach its audience, incorporate visuals, integrate within various channels, and create consistency.
Outlining goals early-on ensure that all team-members are on the same page. Goals should be
specific, measurable, realistic, and purposeful. They should also align with real business

8. objectives. Strategies outline how the campaign will be implemented. They should identify target
audience, approaches, channels and budget. Thorough strategies allow maximum results.
Establishing relevance allows a link to be formed between a company and an individual. This
can be accomplished by taking a position, transforming company values into something an
individual can relate to, or establishing common ground. Reaching an audience requires
concerted effort, by way of emails, search engine optimizations, pay per click advertisements,
and personalization. Visuals are paramount, as visuals are processed 60,000 times faster in the
brain than text. Visuals create brand awareness and familiarity that then transforms into an
emotional connection between a company and its audience. Integration with all channels allows
diversification. Although it’s a digital media campaign, there should be appropriate offline
efforts as well. Finally, consistency is key. Streamlining elements across various forms of
advertising will create bolster awareness and recognition of a brand.
This information is very strong. Its organization into small paragraphs made it easy to understand
all of the important elements that go into creating an effective marketing campaign. The website
this article came from specializes in information relevant to both businesses and consumers,
which gives a good perspective of both sides of the marketing and advertising field.
This information, though a general overview, is helpful when seeking to understand the very
basic “hows?” of being a marketing or advertising executive. It is important to consider many
different factors, and understand how they all work together to ensure an image is projected to
the public that is recognizable, relatable, and overall, successful. I will keep these points in mind
as I meet with my mentors at Whataburger and watch them implement quarterly strategies and
campaigns.
"Marketing Manager." Bridges Transitions Inc. N.p., n.d. Web. 9 Sept. 2015.
Marketing managers determine demand for products, identify potential customers, oversee
product development and monitor trends in a particular field. Marketing managers usually work
closely with Advertising Managers, or perform both roles themselves. Marketing Managers are
persuasive, organized and creative. They must be skilled in managing teams, responsibilities and
time, and be able to problem solve and make good judgments. On average, they make $134,410.
Jobs in this career are highly sought and competitive.
This was a credible source – it provided up-to-date information with no bias. This source
categorized information about the career into easily read bulleted lists. Because this article is
from a website dedicated to defining careers, it is highly reliable.
This was a helpful source. I found that Marketing and Advertising Managers often work closely,
or can even be the same person. The union of these two seems closest to what I would like to do.
I can use this source as an overview as I begin to zero-in on a sector of marketing, perhaps retail.
Reading this article (and the Advertising Manager article) helped me realize that a contact I have
with the Spurs may be a good fit for a mentor in Marketing/Advertising, should I not be able to
find a Marketing Manager at a retail store here in San Antonio.

9. Martinez-Muenchow, Jennifer. “Marketing and Advertising.” Personal Interview. 18
September 2015.
I interviewed Jennifer Martinez-Muenchow, Vice President of Marketing for International Bank
of Commerce (IBC). During our interview, I learned that her job deals with three main items.
First, she determines how IBC will distribute its funds that are set aside for charity. Jennifer is in
charge of examining the organizations that request money, and determining whether they align
with the values of IBC, and whether they fall into a high- or low- need bracket. Second, Jennifer
organizes Financial Literacy programs and classes, targeting young children to the elderly.
Finally, Jennifer manages the many department heads, and works with them to find charitable
projects they can oversee. Jennifer attempts to find a project for each person that both fits the
bank’s tenants and the individual’s interests. Jennifer believes that one thing invaluable to a
career in marketing is experience. She discussed the difficulties she had first finding a job once
she graduated college, and that she was only able to get a job by first working as an intern
(though she had a college degree!).
This was a great first interview, as Jennifer is a young Hispanic woman who is high up in her
company’s hierarchy. She very much seems the type of woman I hope to be when I have
graduated and landed a job. She is the Vice-President of Marketing for IBC, and is therefore very
reliable with her information, tips and points-of-view. While the interview was rather informal
(though we ate in a private office, it was held over lunch), it was a very good experience. I had
good questions prepared, and she answered many of them right off the bat, giving me more room
in the time span to converse in a more laid-back manner. Though I was nervous going into the
interview, Jennifer was warm and inviting, and concluded the interview saying that she “hopes I
pick her,” a response I was pleasantly surprised to receive.
This was a very useful interview, and it has helped me narrow my focus for my topic. While
Jennifer would be a wonderful mentor, I am going to continue to search for a woman in
marketing more specific to retail. Though Jennifer has very important responsibilities, I’m not
sure that I would love working for marketing of a bank. However, should I not be able to find a
mentor more versed in the retail-marketing field, I’m happy to know that I have another fabulous
woman waiting in the wings.
Payne, Sarah. Personal Tour of Headquarters. 4 December 2015. Digital Photograph.
Whataburger Corporate Headquarters (Exterior). San Antonio, Texas.
Whataburger’s corporate headquarters is located at 300 Concord Plaza in San Antonio, Texas.
This entire building is dedicated to the many corporate branches of the privately held fast food
restaurant chain. Sarah Payne, Consumer & Market Insights Coordinator, gave me a personal
tour of the first floor of the building, which is dedicated to depicting this history of Whataburger
in the form of artwork, photographs, replicas, memorabilia, and informational graphics. Though I
was permitted to take photographs, my mentor asked me not to publish any pictures until he

10. could receive clearance from his bosses (in lieu, I have attached photographs of the exterior of
the building, taken by me). Once granted entry past the lobby by security, the elevator bank also
serves as the entryway to the halls lined with the history of Whataburger. The first painting at the
entryway is of Grace Dobson (widow of Whataburger’s founder, Harmon Dobson) standing in
front of a Whataburger storefront. Following the tragic death of her husband, Grace Dobson
rallied, taking over the business, and led the company to great heights. Store locations were soon
doubled, Whataburger came to span 12 states, and the A-frame storefront was adopted as the
permanent look for Whataburger locations everywhere.
To the right of this picture, the hallway features a large art piece of many of the iconic stickers
placed on Whataburgers (e.g. “Special,” “Tomatoes,” etc.), and a spacious break room, complete
with walls of Whataburger cups, themed dining tables, and shadow boxes of t-shirts bearing
iconic Whataburger logos (think “Fancy Ketchup”).
Turning to the left of the Grace Dobson painting, the halls are lined with various shadow boxes,
some showing the evolution of branding on cups (Whataburger recently removed the pop of
royal blue that previously accented all of their cups), others, black-and-white pictures of the first
Whataburger stand in Corpus Christi, and more. Also featured were present-day pictures of
employees at the bi-annual “WhataGames,” an exciting and competitive training seminar.
This was a very useful source, as it allowed me to become more acquainted with the company. I
got to see what Whataburger is all about, and learn some interesting facts, more than any article
could tell me.
Even better, Sarah (my “tour guide”) is a young girl with whom I became very good friends
quickly. It was nice to establish a “friend” at the office. It makes this mentorship a little less
intimidating. The photographs, pending approval, will also be great for my final presentation!
Sandilands, Tracey. "Definition of Retail Marketing." Small Business. Demand Media, n.d.
Web. 16 Sept. 2015.
Retail marketing promotes awareness and sales of a company’s product. In college, future retail
marketers study effective merchandising strategies, shopping/consumer behavior, branding and
advertising. Retail marketing makes use of common principles of marketing: product, price,
place and promotion. Product is the cornerstone of retail marketing. Merchandise in the retail
environment falls into two categories based on its characteristics. Hard/durable goods include
things like appliances, furniture and electronics. Soft/consumable goods include clothing,
cosmetics and paper goods. The place (location) where retail marketing occurs often defines the
process of retail marketing. Price of merchandise helps to define the target market, proper store
location, and retail/advertising format required. Prices can be everyday low pricing, high/low
pricing, competitive pricing and psychological pricing. Promotion is essential to retail marketing,
and can be seen in both traditional (paper advertisement) and new media (internet). The success
of retail marketing is defined by the success of the business in selling its merchandise.
This is a useful source. It discussed the definitions of each of the four main principles of
marketing and advertising, which made it a helpful article to study a more specific realm of
marketing and advertising. The information listed is very reliable, as I have seen these four

11. principles (product, place, price and promotion) appear in other articles related to marketing and
advertising. This is an objective article, whose goal was to clearly define the field of retail
marketing.
The article provided very thorough definitions of the retail marketing field. However, I think I
could find a source that goes even further in-depth. Finding an article that is a bit longer with
more information may give an even better look at this area within marketing and advertising.
Otherwise, it was a very good resource to use as a starting point, and helped me confirm that I do
find the retail marketing field interesting. It also aligned with the basic responsibilities of a
marketing manager, the topic of my previous annotated bibliography. The four definitions that
provide the outline of the article give a great understanding of the basic underlying properties of
retail marketing, and will make for a solid springboard into the school year.
United States Automobile Association (USAA). Campaign Process Reference Guide. San
Antonio, Texas. 15 May 2008. Print.
This reference guide, or manual, gives an overview of a campaign process at USAA. Though
specific to USAA in some facets, this manual largely pertains to most campaign processes in
general. A campaign includes a Campaign Input Document (CID), a Creative Brief (CB),
Campaign Development and Reviews, Production and Implementation by the Print Productions
Services (PPS), Production and Implementation by the Interactive Marketing Team (IMT),
Production and Implementation by the MSR Marketing Team, and finally, a Close Out
(essentially, a debriefing).
For each of the above listed sections, there is a page dedicated to the topic. On each page, the
manual numerates each step within that process, provides a chart to indicate responsibility, and
includes a key for the chart (R- responsible; A- approver; C- consult; I- informed). On the x-axis,
different departments are listed. On the y-axis, the numbered steps to complete the task are listed.
For example, with this chart, we can see that in step 1 of a CID, the Brand Marketer is
responsible for developing a draft, and the Agency will be consulted upon this.
This source comes from the marketing department from one of my dad’s former workplaces. My
dad, Carlos Valenciano, former Director of Brand Marketing at USAA, allowed me to use this
booklet as a source. As such, it is a very reliable source, because it was a tool that was given to
his new team members at his workplace. It is a small reference guide that is easily accessible.
USAA is a major company with hundreds of thousands of employees, all of whom depend on the
strength of the marketing team in order to attract more business.
This source is helpful for a student like me, who is trying to learn terminology that my mentor
(and others with whom I am working) is already up-to-speed on. Often times, it can be difficult
to say “I don’t know how to do X,” when working with a very successful person. Having this
small reference guide is a good way to get an overview without having to ask an excess of
questions. This guide will also help me as I find my way throughout my final product. This
manual can serve as an outline for me and my marketing plan and creative briefs, providing
timelines, instructions, and helpful information about various components.

12. Williams, Mark. “ISM Meeting Follow-Up and Agenda for Your Visit.” Personal Emails. 1
November 2015.
This series of emails took place right after my initial interview with Mark Williams, Director of
Advertising and Media at Whataburger. Following my interview with him, Mr. Williams
requested additional information about ISM, what his responsibilities would be (should he
choose to be my mentor), etc. I followed up with him promptly, as I wanted to put my best foot
forward so he would agree to be my mentor. In the email, I first thanked him for taking time out
of his day to meet with me. I then explained to him the various documents I attached in the
email, including an informational brochure on ISM from another Northside school, the mentor
responsibilities sheet, the student responsibilities sheet, the topic selection guide, the research
guidelines, and my calendar for that six-weeks, so he could compare it to his own. I explained to
him the different terminology in ISM (“travel days”), and explained when and at what times I
would be able to meet with him. I closed my email with a thank you, and a promise to work hard
all year. Following some additional minor correspondence (included), Mr. Williams included an
agenda for my extended enrichment visit, with time dedicated to different individuals in the
company, learning about their role in the marketing segment of Whataburger.
My emails with Mr. Williams are typically brief, and usually consist of the two of us comparing
schedules and planning our next meeting times. These email selections personify that and a bit
more correspondence on my part. Usually, my emails to Mr. Williams are more official and
structured, and Mr. Williams’ to me are more casual and easy-going. Were it to be opposite, Mr.
Williams would probably question my seriousness. However, in this situation, his casual-nature
lessens my nervousness and makes me more comfortable – I feel welcomed.
This isn’t necessarily research, but these emails are key in the larger scheme of entering this
profession in the future. Email etiquette is something of utmost importance, but can change
depending on with whom one is corresponding. When it comes to mentee to mentor, it is
important that the mentee (me) be timely, concise, and well-spoken. The mentor has a finite
amount of time, and the mentee should not waste their mentor’s time. By learning this now, I am
setting myself up to avoid embarrassing gaffes when I am older, and have an adult job. I will
know how to gauge professional relationships, and be able to tailor my responses appropriately.
Wittenberg, Lindsey. “Marketing Coordinator, Spurs Sports and Entertainment.”
Personal Interview. 15 October 2015.
This interview was with Lindsey Wittenberg, a Marketing Coordinator for Spurs Sports and
Entertainment. Lindsey is a new mom, who just moved to San Antonio from Dallas. Previously,
she worked for Interstate Batteries, a company that works a great deal with NASCAR. Lindsey
attended the University of Texas at Arlington, and studied abroad in London and Paris while in
college. Like the other marketing professionals I’ve visited with, Lindsey says that her typical
work schedule is never the same. This can be both a pro and a con, she says. It’s nice to have
freedom from a regimented schedule, but this can often make organization necessary, which can
be a lot of work. Lindsey’s main responsibilities include coordinating events, like kids’ camps

13. (basketball, dance, etc.) and managing field teams with younger intern-level staff. Lindsey is
responsible for these individuals, and also contributes ideas for giveaway selections. Being
outgoing, creative and confident are qualities vital to her position. In 10 years, Lindsey does not
see herself progressing to Marketing Director status, as she is far more focused on her family
than her career, now that she has just had a child.
This interview was beneficial in that it was my final required interview. This interview gave me
a chance to have an interview in a more informal, lunch setting (Chipotle) and helped me learn
how to navigate holding a conversation with a perfect stranger while waiting in-line to order for
ten minutes. I did not gain much more information from Lindsey that I didn’t already have,
which isn’t necessarily a bad thing. Lindsey echoed much of what my other two interviewees
have said. I have asked all three of my interviewees the same questions, and I appreciate the fact
that their answers are largely consistent with one another, despite the wide range of
concentrations they cover (banking, retail, sports).
This was a useful interview. However, it does not seem like she would be a good mentor for me.
She is not too focused on her career-life at the moment (but understandably so); she also
considers working for the Spurs a “step-down” from her previous job, whereas I see working for
the Spurs (especially in San Antonio, where the town is crazy about the Spurs) as an awesome
opportunity.
Zimmer, Mary. “Consumer Behavior.” Texas A&M University. Mays Business School. 23
November 2015. Lecture.
This lecture discussed consumer behavior, focusing mainly on the psychology behind why
consumers respond how they do. Professor Zimmer relied on many present-day, Black Friday-
oriented examples to illustrate different topics of consumer behavior. Target’s “Holiday
Odyssey” demonstrated the appeal of interactive, adventure-based activities to draw-in kids, and
make their parents more inclined to buy. Retailers’ decisions on whether or not to open on Black
Friday depends on the ideals of their brand (Walmart versus REI’s #optoutside). The power of
attitudes illustrates how we as consumers form or change our beliefs, and how businesses cater to
these beliefs. Associating happiness, or love, with a brand triggers positive emotions within
consumers. Cognitive dissonance and the consistency principle play a role in consumer behavior,
forcing businesses to combat discomfort in consumers by creating built-in justifications (“prices
will never be this low!”). The Fishbein Model Equation predicts how people feel about
something (attitude), summing the consumer’s belief regarding the extent to which a brand
possesses a particular attribute and the importance of an attribute. This sum illustrates why
consumers feel the way they do towards a product, idea, etc., and helps businesses find ways to
change their attitudes.
This was one of my most useful sources to date. This is the first audit of a college class I’ve ever
done, and it was invaluable. It gave concise, thought-provoking information about the consumer
mindset, and did so with relevant, present-day examples that were funny, memorable and
insightful. The information was highly reliable, as this was a pre-requisite class for the Business
Honors Program at Mays Business School at Texas A&M University. This class piqued my

14. interest in the consumer psychology, and was reminiscent of the AP Psychology class I took my
junior year. It aligned with previous curriculum, and will fit in well with my assorted resources.
This source was helpful for variety of reasons. First and foremost, it plays a direct role in my
research for my final product. Understanding consumer behaviors – what makes customers tick,
what makes them apprehensive, what makes them more inclined to buy, what makes them more
likely to return – are vital understandings to grasp when approaching a marketing campaign. To
know how each consumer operates in general provides a great advantage to those seeking to gain
their business. Perhaps more importantly, though, this class gave me great insight to what my
everyday life would be life, if I were to major in business at Texas A&M. The class was
structured very similarly to my everyday classes at Clark, so the jump in difficulty would not be
too extensive. I liked getting to experience the class atmosphere, and think I identify well with
the student body that would surround me.