Digital Commons Network^™

Instagram Influencers: The Effects Of Sponsorship On Follower Engagement With Fitness Instagram Celebrities, Morgan Neal

Theses

Instagram influencer marketing is one of the fastest growing trends in advertising. Part of what makes influencers so powerful is their ability to foster parasocial relationships with their followers. But does this relationship change when an influencer becomes affiliated with brands? This study assessed how brand promotions affect follower engagement with influencer posts through the lens of source credibility theory. A quantitative content analysis was performed on 100 fitness influencer posts and their comments (N = 7,716) to determine if followers interact differently with sponsored and organic posts. Significant differences in follower engagement and sentiments were found between sponsored and …

Effectiveness Of Youtube Advertising: A Study Of Audience Analysis, Paula R. Rodriguez

Theses

Social media have become an important platform for companies to connect with their target

audience and make an impression. With the rise of digital platforms, effectiveness of advertisements has become an important area of study for marketers to determine the most efficient and appropriate medium of communication to place their advertisements. Drawing on the media richness theory framework, this study investigates YouTube advertising effectiveness based on the multiplicity of cues in the videos and the possible feedback channels offered by the platform. Using a cross-sectional survey method, participants from the Dominican Republic (n = 109) and the United States (n …

Interracial Advertising: A Comparative Analysis On Youtube Comments On A Controversial Interracial Commercial, Jeannine Alsous

Theses

This paper examines online comments to an interracial family portrayed in two online commercials for Cheerios. The study focused on an in-depth review of literature of history, symbolic interaction theory, critical race theory and co-creation of value, followed by comparative content analysis of online comments and intercoder reliability test. Four-hundred total comments were analyzed; 100 positive from each commercial and 100 negative from each. The comments were chosen by a filtering method the social media site YouTube has to select and analyze the top and most popular comments from each. After collection, a comparative content analysis of the comments was …

Putting Your Best Face Forward: A Critical Visual Analysis Of Gay Advertising Images And Self-Branding On Grindr, Gigina A. Giorgi

Theses

Advertising is used to sell a brand by depicting a lifestyle or persona that one aspires to attain. We brand ourselves, or self-brand, in accordance to how we want to be perceived by others and to convey a particular message. This study addresses the following research questions: 1) How are men presented in advertisements in gay orientated magazines? 2) How do gay men portray themselves in online dating profiles? 3) Is there a relationship between the portrayal of the male body in advertisements in Out and self-portrayal on online dating profiles? 4) What messages are gay men portraying on online …

The Analysis Of Consumers’ Affective Responses To Brand Presentation, Awareness, And Loyalty: A Contemporary Development In Selecting Media Channels, Jessica F. Mcginn

Theses

In today’s digital age, it is becoming increasingly difficult for advertising professionals to effectively evaluate which media channel will best reach their target audience. This study investigated the differences in self-reported consumer affective responses to brand presentation, brand awareness, and brand loyalty by medium. An experiment was performed to determine if there were differences in brand presentation, brand awareness, and brand loyalty between traditional and digital media advertisements. Statistically significant differences were found between participants’ responses to viewing a Facebook-branded business page and a traditional print advertisement.

Impact Of Advertising Personalization In Tablet Versions Of Magazines, Junpeng Chang

Theses

In today's digital publishing industry, personalization represents a trend, which has enabled the generation of one-to-one marketing communication via various media environments. Previous studies have shown how personalization works on different media types, such as web, email, and print. However, with the rapid development of tablets, the effectiveness of advertising personalization embedded in tablet magazines is unknown.

Using an experimental design, this study investigated the impact of advertising personalization on advertising recall and recognition, as well as the effectiveness among three different levels of advertising personalization: (1) Name and Product personalization (2) Product Only personalization (3) Name Only personalization. A …

A Content Analysis Of Advertisements In The Fra And Craftsman Magazines, 1908-1916, Kathryn Runyan

Theses

The present study used content analysis to examine advertisements appearing in Elbert Hubbard's The Fra and Gustav Stickley's The Craftsman magazines from 1908 through 1916. A total of 599 ads were analyzed to determine what type of advertisements dominated this period and to discover differences in the persuasive and informative appeals used by two creative forces in American business at the beginning of the 20th century, Elbert Hubbard and Gustav Stickley. The purpose of this study is to understand the advertising strategies appearing in The Craftsman and The Fra magazines.

Comparison Of Media Selection In The U.S. And Indian Advertising Industries, Yashashree Potdar

Theses

Advertising is necessary to establish a brand and to increase the sale of the products. Media planning is an important phase of any advertising campaign. The purpose of this study was to determine the media types used in the advertising industries in India and in the U.S. Media professionals from five Indian advertising agencies and five U.S advertising agencies were interviewed to find out the media selection in both countries. The identification of media was then followed by the comparison of media selection in India and the U.S. The secondary research was carried out to find out media environment in …

Direct-To-Consumer Genetic Testing: A Survey Of Consuming Perceptions, Albert Blankley

Theses

INTRODUCTION AND LITERATURE

New technology presents difficulties for policy makers in that it is impossible to determine every subsequent impact of a novel technology when it is introduced to society. Direct-to-consumer (DTC) genetic testing exemplifies this problem while presenting the additional complication of having an impact on both individual and public health. Little research has been done on what consumer perceptions of information presented to them are. Some studies have demonstrated a need for further work and expert consensus has identified issues with advertisements but no research has been

done on consumer perceptions.

METHODOLOGY

A cohort of faculty and staff …

Consumers' Self-Image Response To Gender Portrayal In Advertising Images, Rebecca Delaney

Theses

Previous empirical research has examined the effect of advertising image idealization on self-image issues, but many of these studies neglect to take into account the effects on men. By developing an experiment to include key components from previous methods of research, the present study investigates the effects of gender portrayal in advertising images. The purpose of this study is to examine consumers' responses to the advertising stimulus, or the advertising images of gender. Inconsistent with past research, findings suggest there is less disparity between men and women's reactions after viewing gender portrayals in advertising images. It is suggested that there …

New Medium Of Advertising In The Future Use Of Interactive Installation, Hao Huang

Theses

Interactive installation is good at communicating as an advertising medium because in the age of information overload, the traditional advertising medium is far from communicating with consumers efficiently, "eye catching" is no longer enough, advertising calls for effective experience communicating. Bringing experience to consumers, involving them in the process of delivering information will be effective ways of communicating and a preferred way of getting information by today's information consumers. In my thesis I will study the use of interactive installation as an advertising medium, farther more, and how we can use interactive installation to communicate with consumers better than traditional …

Changes In Media Mix For Leading National Advertisers (2003 - 2005), Matthew Swain

Theses

As new communication technologies, such as the Internet, continue to grow in the United States, advertisers are re-evaluating which media mix will deliver the best return on investment. The magazine, Advertising Age, releases a list of the 100 Leading National Advertisers each year – a list that includes the advertisers’ spending in measured and unmeasured media. The seven measured media categories (newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages) include the data necessary to analyze the change in advertising spending among these leading national retailers. Using the data from both 2003 and 2005, the researcher explored three questions: 1. …

Consumer Engagement Perspectives: A Tool For Ensuring Advertising’S Impact?, Maria Cummings

Theses

The twenty-first century has enabled many changes in the way consumers seek out, become interested in, and purchase goods and services. Not only are there more purchase options available, there are also more media vehicles utilized to search for and purchase goods and services. Both marketing professionals and advertising agencies recognize that consumers are now in the driver’s seat regarding choice of media channels. No longer are the traditional metrics, such as reach and frequency, enough in selecting media to target messages to create buyers, in addition to loyal, and perhaps life-long, customers. Consumer Engagement is one response advertising and …

Patterns Of Phamaceutical Advertising To Physicians: An Exploratory Content Analysis Of Printed Pharmaceutical Ads Targeted To Pediatricians, Paul Tebbey

Theses

A content analysis of pharmaceutical product ads targeted toward pediatricians in the professional media was conducted to determine the extent to which they were informative as well as the quantity and types of information presented. The content analysis model selected was based on previously published and widely implemented standards that have been documented to support research propositions. The study analyzed 67 separate products ads that were published in pediatrician-targeted journals during the first half of 2002. The results indicate that each pharmaceutical product ad contains an abundance of information (average = 5.1 cues) that may help in educating and Morming …

Creating The Consumer: Credit Cards & The Role Of Design & Advertising, Yasmin Jung

Theses

The ideas and messages we as image makers communicate have a potential to reach millions of people, and as professionals we need to be aware of both the positive and negative consequences of the work we do. What are we as designers, photographers, and other creative professionals contributing with our work? Are we educating, informing, or simply manipulating? Ideally, ethics, education, and a certain sense of responsibility are integrated into each of our endeavors, but those things are often neglected for the sake of personal gain and prestige, and the goals of a client. Everyday, no matter where we turn, …

The Goddess Sells: The Impact Of Archetypes In Visual Communications, Martha M. Torres Donovan

Theses

Graphic design is the process of connecting with an audience by creating visual communication that appeals to a audience's intellect and aesthetic sensibility. the use of archetypes as a form of connection is a familiar process. This thesis explores the use of the goddess archetype in visual communications, specifically in advertising.

A Field Study To Determine The Feasibility Of Establishing Remote Data Transmission Of Advertising For A Local Newspaper, John Mckeever Jr

Theses

In recent years, local newspaper's advertising revenues have been seriously eroded by the presence of competing electronic media. Technological innovation in cable television (CATV), interactive multimedia, broadcast television and Compact Disc-Read-Only Memory (CD-ROM) have proven to be a double-edge sword for local newspaper advertising revenues. On one hand, these technologies provide lower cost, high quality advertisement which target larger, more diverse audiences. On the other hand, the same technological innovations (high speed digital transmission, high quality input and output devices, and the widespread use of portable computing) have created a means for local newspapers to protect their advertising base and …

Historic Site Marker Identity Program For The National Register Of Historic Places Of Rochester, New York, Susanna D. Cassell

Theses

None provided.

Graphic Identity Program, Richard Falzoi

Theses

None provided.

The Design And Applications Of A Corporate Image For Strasenburgh Planetarium, Victor Costanzo Jr

Theses

None provided.

Graphic, Identity Symbol Theories And The Creation Of An Institutional Graphic Image, James J. Burke Jr.

Theses

Not provided.