Digital Commons Network^™

Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond

Honors Theses

This research seeks to understand more about the effects of socioeconomic background on consumer behavior and its impact on the perception of brand images. Data from people of different SES were compared to understand how they view advertisements intended for different audiences and their corresponding effects. It was conducted by sending out a confidential, voluntary survey to a convenience sample targeting 100 consumers. Consumers were asked to rate statements, on a scale of one to five, for each of the research questions to assess specific aspects of their consumer attitudes and behaviors. The high SES group has a higher average …

Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen

Honors Theses

The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …

How To Sell A Dinosaur Club Curriculum, Ronit Gandhi, Lilly Zhou

Honors Expanded Learning Clubs

After school club that reads "How to Sell a Dinosaur" that integrates creativity and abstract thinking into an advertising-focused experience.

The Influence Of Female Creative Directors On Women Entering Advertising, Rachel Long

Honors Theses

In 2012, only 3 percent of creative directors in advertising were women. Today that ratio has reached more than 11 percent and is on the rise in hopes to reach 50 percent. This ascent has been encouraging for me personally; I would love to take part in a movement for greater diversity in the industry, and I feel fortunate and thankful for the women who got it started half a century ago. But beyond the women leading the ad industry, how is this rise helping young women preparing to become creatives and project managers? How does this movement translate beyond …

Theatrical Trailers In The Modern World: Advertisement Or Art?, Katherine O'Neil

Honors Theses

Theatrical trailers are a complex medium which consist of elements of both advertisement and of art. As films and their marketing strategies have developed over time, one may question the “status” of a modern theatrical trailer, particularly as an advertisement or form of creative expression. My thesis addresses this question by providing an analysis of theatrical trailers and their status as advertisement and art; describing briefly the process of producing a trailer; and discussing the evolution of trailers and their changing role in the movie industry.

The basis of my argument relies upon several film studies books dedicated to the …

Trendjacking: A Social Justice Analysis, Rachel Finnegan

Honors Theses

The purpose of this paper is to look at the intersection of trendjacking and social justice within five specific advertisements targeted at an American audience from well-known brands. A variety of success in utilizing this intersection is presented and explained through an analysis of the advertisement, people highlighted, the brand’s financial giving and history, social media response, etc. The five brands examined are Pepsi, Dove, Nike, Airbnb, and Levi’s.

To successfully utilize social justice trendjacking, brands must be genuine and specific with their message, be prepared to explain their reasoning for their decisions, have the advertisements checked by many people …

Developing The Next-Generation Don Draper, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

Technology and the proliferation of data have transformed the advertising industry. Those with digital and analytical skills are now more employable than those with “traditional” advertising skills. At the same time, colleges and universities face increasing emphasis on job placement rates. Are advertising programs providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s “next-generation Don Drapers” must be fluent not only in creativity and big ideas but also in analysis and Big Data.

The Role Of Media In Attracting Audiances For Public Library:A Case Study On Public Libraries Of Tehran (I.R.Iran), Amir Reza Asnafi, Mojtaba Rostami, Mohsen Hajizeinolabedini

Library Philosophy and Practice (e-journal)

This study was aimed to evaluate the role of advertising in attracting audience for libraries affiliated to Iranian public libray institute based on the AIDA model in Tehran. This study was applied in terms of purpose and was analytical-survey research from the field studies branch in terms of the method. This study was conducted based on the AIDA model and the population consisted of members of public libraries affiliated to Tehran public library institute during the period from October 2015 to October 2016. The total number of public libraries' members in Tehran was 39085 people. 379 people were selected as …

Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis

Honors Theses

With decreasing budgets and increasing political tensions, universities in the United States are embracing broader and more creative efforts to reach prospective international students. For such universities, international students are a lucrative recruitment population because they bolster enrollment numbers and tuition revenue while diversifying student bodies. Previous studies have shown that much university marketing to international students is deficient and of little use in helping prospective students make informed decisions (Baldwin & James, 2000), yet information search is a key element of buyer decision models (Beatty & Smith, 1987) as students evaluate educational options. This study sought to see, then, …

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play in …

To Thrive In Today’S Marketing Landscape, Embrace Schizophrenia!, Rishad Tobaccowala, Valerie Jones

College of Journalism and Mass Communications: Faculty Publications

We are entering the third connected age, powered by deep connectionsamong data, interconnected and Internet-connected objects, and engag-ing, immersive communication. Communication and media are undergoingradical transformations–influenced by artificial intelligence, the Internet ofThings, virtual and augmented reality, and voice-powered devices–and asa result, the advertising landscape is transforming as well. Brands connectdirectly with consumers, built on rich, data-driven relationships. As theway brands are built changes, so must the skill sets and approachesneeded for building and advertising brands. We outline a new model forsuccess and discuss future challenges and opportunities for academics, stu-dents, and professionals, to thrive.

The Impact Of Ict Usage In Improving Advertising Strategies In Selected Media House: A Case Study Of Splash Fm (105.5), Adeyinka Olubunmi Adigun Miss, Temitope Samuel Akinbinu Mr

Library Philosophy and Practice (e-journal)

ABSTRACT

Developments in the history of human communication, often called, ‘the information society’, and have transformed the way many people work in the media and entertainment industries. This study examined how modern communication technology facilitates the practice of broadcasting. Attention was focused in particular on the application and adoption of ICT, it cost effectiveness as well as its impact on the social relationship between the broadcast advertising of different hierarchy.

The survey method was adopted in order to sample the opinion of the subjects for the study.

It consisted of a structured questionnaire which was used as an instrument to …

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

Advertising Trends Of Information Products In A Nigerian Newspaper, Opeyemi Ibidun Ibikunle, Funmilola Olubunmi Omotayo

Library Philosophy and Practice (e-journal)

Recent decades have witnessed explosion in the quantity of information produced, which in turn has created vast opportunities for information-based businesses. Thus, advertisers of information products (IPs) often use daily issues of newspapers to create public awareness on the nature, availability and the prices of their products. The types of advertising strategies adopted by the advertisers of the IPs vary and greatly determine the level of patronage of the products. It is against this background that this study empirically examined the trends in advertisement of IPs in the Nigerian Guardian Newspaper from 2008 to 2012.

A research design, based on …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

The Fuzzin' Facts, Rebel Alliance, Mitch Ohnstad, Rebekka Erks, Erin Prohaska, Ryan Mueksch, Rachel Foehlinger, Laura Bergen, Sean Davis

College of Journalism and Mass Communications: Student Advertising Projects

The challenge for this campaign is to expose the facts about sexual health and safe sex practices in a light-hearted manner in order to make it a more comfortable topic to talk about so that more people understand the need to get the facts, get tested and get involved to help prevent the spread of sexually transmitted diseases in Nebraska.

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Talk. Act. Thrive. (You)Nified, Amitynine, Amy Okell, Cristina Petrisor, Dayton Stange, Connor Schulte, Amanda Schmidt, Courtney Sehn, Brandon Weeldreyer, Colin Burt, Anh Thoai Dinh

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Political Hate Machines: Outside Groups And The 2012 Presidential Campaign Advertising Market, Martin Nader

Department of Political Science: Dissertations, Theses, and Student Research

This dissertation explores the rise of outside groups and their influence in the 2012 presidential campaign advertising market. Unlike official candidates, outside groups are not vulnerable to the potential electoral risks of public backlash for being too negative; therefore, outside groups do not possess the same incentives as official candidates to regulate their use of attack ads. Compared to campaign ads produced by official presidential candidates, ads produced by outside groups are (1) overwhelmingly negative attack ads, (2) utilize a backwards-looking retrospective orientation, and (3) draw heavily on negative emotions like anger, fear and disgust.

Considering the role of outside …

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process …

A Professional Project Surveying Student-Run Advertising And Public Relations Agencies At Institutions With Acejmc Accredited Programs, Allison M. Busch

College of Journalism and Mass Communications: Theses

A student-run agency is a valuable opportunity for advertising, marketing, and communication students to build experience, add to resumes, and apply their classroom knowledge to real-life situations. The opportunity to work with clients outside of the classroom helps students to develop skills that will set them apart later in their career search.

A student-run advertising agency essentially functions as a true advertising or PR agency does, with a few primary differences. Associated with a particular university, and usually under the guidance of one or more faculty advisors, the agency processes, clients, and projects are managed by the students involved. Depending …

The Portrayals Of Family In Advertising: Children's Perspectives, Elise J. Johansen

College of Business: Dissertations, Theses, and Student Research

Children are exposed to over 25,000 advertisements each year just on television. Research has demonstrated advertising’s effect on children’s preferences and perceptions including gender roles. With the changing structure of family now including diverse family types such as same-sex parents, childfree couples, single-persons, and transracial adoptive families, we do not yet know if advertising is changing with the times and how children perceive these family groups. This study seeks to determine how children perceive family in advertising and its effect on their concept of family through a content analysis of children’s television advertisements and data collection from children in the …

The Effect Of Advertising-Focused, Short-Term Study Abroad Programs On Students’ Worldviews, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Global employers in the advertising industry are increasingly interested in hiring students with intercultural communication skills and cultural experience. While the benefits of long-term study abroad programs are well documented, this study focuses on advertising-specific, short-term study abroad programs. The purpose was to explore the effectiveness of such programs on students’ worldviews using a mixed methods design. The results show that students displayed lower levels of ethnocentrism after participating in short-term, advertising-focused study abroad programs. In addition, five qualitative themes emerged: an awareness of and appreciation for the out-group, an increased awareness of the in-group, the importance of communication, a …

Adnews Fall 2009, Stacy C. James

College of Journalism and Mass Communications: Faculty Publications

This is the Fall 2009 edition of the AEJMC's (Association for Education in Journalism and Mass Communication) Advertising Division AdNews newsletter. It features information, articles and images of Ad Division members at the annual summer convention as well as other events throughout the year. The newsletter comes out three times a year.

Parallel Tracks, Same Terminus The Role Of Nineteenth, Century Newspapers And Railroads In The Settlement Of Nebraska, Charlyne Berens, Nancy Mitchell

Great Plains Quarterly

Nebraskans of the early twenty-first century have had few encounters with railroads. Passenger trains are nearly extinct, and freights run over only a few main lines. But without the railroads that began to crisscross Nebraska in the 1860s, it may have taken years for significant settlement to reach throughout the territory that became a state in 1867. As history unfolded, Nebraska became a state more rapidly than expected. Against a backdrop of threats from competing railroads, extreme weather conditions, and remnants of Civil War politics, two key institutions led settlers into the new state: the railroads and the newspapers. The …

Overexposed: Issues Of Public Gender Imaging, Pamela K. Morris

College of Journalism and Mass Communications: Faculty Publications

Make no mistake—it is popularity that makes pop culture important. And it is the powerful visual imagery of advertisements that helps define the largely artificial construction we call gender. Sex-role stereotyping and gender representations are typically studied in content analyses of television and magazine advertisements. Less common are investigations into outdoor advertising, a medium that is ubiquitous and the most democratic—everyone has equal access to visuals. This essay calls attention to and offers insights on advertisements in our outdoor visual space, focusing on gender representations. Capturing and analyzing these ephemeral images can show how they influence how we feel, think, …

Canada's Campaign For Immigrants And The Images In Canada West Magazine, Laura A. Detre

Great Plains Quarterly

One of the major challenges that Canadian government officials felt they faced at the end of the nineteenth century was the development of the prairie West. By this time there were large urban centers in eastern Canada, but many Canadians worried that they had not truly ensured the future existence of their country. They hoped that filling the middle, the province of Manitoba and the region that would become the provinces of Saskatchewan and Alberta, with prosperous, white, family farmers would support the industrialized cities of the East. To do this the government engaged in a systematic program to encourage …

Nf96-313 Guides For Development Of A Farmers Market, Laurie Hodges

University of Nebraska-Lincoln Extension: Historical Materials

This NebFact contains a list of resources for starting and running a farmers' market.

Nf96-282 Setting Up Your Own Business: Public Relations And Advertising, Carol Thayer

University of Nebraska-Lincoln Extension: Historical Materials

This NebFact has some useful checklists for public relations and advertising for small businesses.