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2010
U. Orth, Malkewitz, K., and Bee, C., Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising, Journal of Current Issues & Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.
2004
U. Orth, Why Consumers (Do Not) Buy Oregon Wine, OSU Grapevine Research Days. Corvallis, OR, 2004.
2003
U. Orth, Measuring Buyer Response to Oregon Wine Branding Messages, Presentation to Oregon Wine Advisory Board, Promotions Committee. Salem, Oregon, 2003.
U. Orth, Wines and Lifestyles, Presentation to Oregon Wine Advisory Board. Salem, OR, 2003.
2002
U. Orth, Advantageously Positioning Oregon Wine, Presentation to Oregon Wine Advisory Board, Research Committee. Corvallis, OR, 2002.
U. Orth, Craft Brews: Consumer Preferences and Psychographics, Presentation to Widmer Borthers Brewing Co. Portland, OR, 2002.
U. Orth, Designing a meaningful symbol for “Oregon” Wine, Presentation to the Oregon Wine Advisory Board, Promotions Committee. Portland, OR, 2002.
U. Orth, Oregon Agriculture’s Image, Presentation to the Agribusiness Council of Oregon. Carlton, OR, 2002.
2001
U. Orth, The communicators’ role in promoting organically grown products, Presentation to Kassel University, Dept. of Agriculture, International Development and Organic Production. Witzenhausen/Germany, 2001.
U. Orth, Contemporary Marketing Research, Presentation to Oregon Association of Nurserymen / Marketing Committee. Aurora, OR, 2001.
U. Orth, Psychographic Segmentation of Visitors to Southern Moravia., International Conference “Region - Services - Travel Industry”. Ostrava/ Czech Republic, 2001.