Business Commons^™

Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …

Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri, Sri Dewi Setiawati 1, Asep Suryana 2, Dadang Sugiana 3, Centurion Chandratama Priyatna 4

Library Philosophy and Practice (e-journal)

The basic problems of SME actors are capital and marketing. the internet and social media have become widely used media in conducting marketing communication strategies. The problem is that there are still a few SME actors who can make optimal use of the internet and social media as a marketing communication strategy. most of the SME actors use influencer strategies from public figures at a high cost. This strategy is considered to be less effective, and burdensome to SME actors, who have problems with capital. Some of the SME actors have succeeded in developing marketing communication strategies by optimizing the …

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; …

Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash

College of Journalism and Mass Communications: Theses

One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …

7 Tips To Grow Your Rural Business With Purpose And Meaning, Connie I. Reimers-Hild, Alyssa Dye

Community Vitality Initiative Collections

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. The purpose of this article is to help rural entrepreneurs discover ways to grow their businesses with Living with Purpose and Meaning Megatrend.

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.

Adpr 450/850: Public Relations Theory And Strategy—A Peer Review Of Teaching Project Benchmark Portfolio, Ming Wang

UNL Faculty Course Portfolios

I decided to join the Peer Review of Teaching program to achieve the following three objectives: to better align course objectives with course content, to improve ways of documenting and assessing student learning, and to fit the course into the broader curriculum.

Participation in the Peer Review of Teaching program has been most illuminating and beneficial. I got to focus on tackling three tangible objectives for my ADPR 450/850 Public Relations Theory and Strategy class. Then I got to apply many ideas introduced in this program, such as backward design principle and assessment methods, in my teaching. I had the …

#Iwilllisten, Outlier Advertising, Chelsea Stromer, Laura Ebbeka, Megan Merrill, Lacy Keilig, Hunter Taylor, Tim Svoboda, Greyson Ostrander, Joel Hunter-Pirtle

College of Journalism and Mass Communications: Student Advertising Projects

Mental illness affects one in four Americans. In 2012, the National Alliance on Mental Illness (NAMI) in New York City and JWT Ethos created the #IWILLLISTEN campaign to create awareness about this staggering statistic and what people could do to combat the negative stigma associated with mental illness.

In 2014, JWT tasked Outlier Advertising to create a campus-focused version of the campaign in the form of an activation plan that could be initiated on any college campus across the nation in the fall of 2014. In addition, JWT asked Outlier Advertising to test elements of the campaign at the University …

An Integrated Marketing Communications Plan For The Great American Comedy Festival, Johnny Carson Theatre, Norfolk, Nebraska, Adnormal Strategies, Emily Schaefer, Tony Nelson, Dominique Brown, Kary Benson, Mickey Mcconkey, Katheryn Schuller, Amanda Gammel, Max Wesely

College of Journalism and Mass Communications: Student Advertising Projects

EXECUTIVE SUMMARY Client: The Great American Comedy Festival

Campaign Purpose: In the summer of 2014, members of the Great American Comedy Festival approached our team of 8 advertising and public relation students with a specific task. The proposed task was to help increase attendance as well as raise awareness for future Great American Comedy Festivals. Our team’s mission is to present innovative ideas that will help our client generate an increase in attendance and to also provide them with beneficial tactics for future festivals.

Research: For our campaign, we accumulated various data through both secondary and primary research. Our secondary …

Empowered And Engaged: Exploring Social Media Best Practices For Nonprofits, Tessa Warner, Alexis Abel, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Although nonprofits see value and potential in social media, many have not yet mastered social media and harnessed their full potential. This phenomenological study sought to identify the best social media strategies and tactics for effectively engaging existing and potential donors, volunteers and stakeholders, according to social media nonprofit professionals. Six themes emerged: listening to the audience; engaging instead of fundraising; sharing relevant, valuable and actionable content; being honest, accessible and responsive; using social media as part of a multi-channel strategy; and that measuring is mandatory.

Center For Civic Engagement: An Integrated Marketing Communications Plan, Libelle Advertising, Matt Hartman, Amy Welniak, Heather Czaplewski, Liz Bachman, Sophie Beyer, Navannah Slezak, Jasmine Rogers

College of Journalism and Mass Communications: Student Advertising Projects

The purpose of this campaign is to increase participation in the Center for Civic Engagement programs and raise awareness for the Center for Civic Engagement within the University of Nebraska– Lincoln student body, faculty, and advisors. We also wanted to determine the most effective and efficient way to distribute the Center for Civic Engagement information to the UNL student body, staff and local employers.

For this campaign, we collected various data through both secondary and primary sources. Our secondary research consisted mainly of information found online which covered trends on civic engagement, employment issues and other areas associated with civic …

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 …

Adpr 357: Account Planning—A Peer Review Of Teaching Project Benchmark Portfolio, Sriyani Tidball

UNL Faculty Course Portfolios

A course portfolio investigating student learning in ADPR 357, complete with case studies of student work.

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 …

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

Financial Literacy Explicated: The Case For A Clearer Definition In An Increasingly Complex Economy, David L. Remund

College of Journalism and Mass Communications: Faculty Publications

This study explicates the concept of financial literacy, which has blossomed in use this century. Scholars, policy officials, financial experts, and consumer advocates have used the phrase loosely to describe the knowledge, skills, confidence, and motivation necessary to effectively manage money. As a result, financial literacy has varying conceptual definitions in existing research as well as diverse operational definitions and values. This study dissects the differing financial literacy definitions and measures, urging researchers toward common ground. A clearer definition should improve future research, in turn helping consumers better understand and adapt to changing life events and an increasingly complex economy.