Education Commons^™

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

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 …

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

We’Ve Come A Long Way (Baby)! Or Have We? Evolving Intellectual Freedom Issues In The Us And Florida, L. Bryan Cooper, A.D. Beman-Cavallaro

Works of the FIU Libraries

This paper analyzes a shifting landscape of intellectual freedom (IF) in and outside Florida for children, adolescents, teens and adults. National ideals stand in tension with local and state developments, as new threats are visible in historical, legal, and technological context. Examples include doctrinal shifts, legislative bills, electronic surveillance and recent attempts to censor books, classroom texts, and reading lists.

Privacy rights for minors in Florida are increasingly unstable. New assertions of parental rights are part of a larger conservative animus. Proponents of IF can identify a lessening of ideals and standards that began after doctrinal fruition in the 1960s …

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, …

Curriculum Change In Undergraduate Strategic Communications Programs: How Strategic Communications Programs Are Adapting To 21st Century Media, Allyson B. Goodman

Theses, Dissertations and Capstones

The year 2014 has been described by scholars as transformative in how consumers interact with technology and media. Pointing to such digital milestones as the explosion of social media and mobile technology and the decline of traditional television ratings, these scholars have described the evolution as a move from a broadcast era to a postbroadcast era of media. This mass media evolution has opened a digital talent gap between the skills needed by the industry and the abilities of current and potential employees.

Focusing on undergraduate strategic communications programs, this research discusses the current status of new and social media …

Walking The Line Between Reality And Fiction In Online Spaces: Understanding The Effects Of Narrative Transportation, Sarah Gretter, Aman Yadav, Benjamin Gleason

Journal of Media Literacy Education

Recent contentions about "fake news" and misinformation online has shed light on the critical need for media literacy at a global scale. Indeed, digital stories are one of the main forms of communication in the 21st century through blogs, videos-sharing websites, forums, or social networks. However, the line between facts and fiction can often become blurry in these online spaces, and being able to distinguish between reality and fantasy can have important consequences in the lives of young Internet users. Using contemporary examples from news stories, fanfiction, advertising, and radicalization, this article outlines the features, affordances, and real-life implications of …

27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce

Mahurin Honors College Capstone Experience/Thesis Projects

College campuses provide a large variety of resources to college students to help ensure their well-being and success; however, students cannot utilize these resources if they do not know they exist. While there has been extensive research on the importance and efficacy of resources on college campuses, not as much research has been done on how to advertise these services to college students. The goal of this project is to create and assess the efficacy of a campaign educating and encouraging students to seek out campus resources in times of need. This project focuses primarily on promoting resources to first-year …

Web-Based Media Literacy To Prevent Tobacco Use Among High School Students, Jane S. Phelps-Tschang, Elizabeth Miller, Kristen R. Rice, Brian A. Primack

Journal of Media Literacy Education

Facilitator-led smoking media literacy (SML) programs have improved media literacy and reduced intention to smoke. However, these programs face limitations including high costs and barriers to standardization. We examined the efficacy of a Web-based media literacy program in improving smoking media literacy skills among adolescents. Sixty-six 9th grade students participated in a Web-based SML tobacco education program based on health behavior theory. Pre- and post-test assessments demonstrated statistically significant changes in the primary outcome of total SML as well as each of the individual SML items. However, there were inconsistent changes in other theory-based outcomes including attitudes and normative beliefs.

Children's Exposure To Food Advertising On Free-To-Air Television: An Asia-Pacific Perspective, Bridget Kelly, Lana Hebden, Lesley King, Yang Xiao, Yang Yu, Gengsheng He, Liangli Li, Lingxia Zeng, Hamam Hadi, Tilakavati Karupaiah, Ng See Hoe, Mohd Ismail Noor, Jihyun Yoon, Hyogyoo Kim

Faculty of Social Sciences - Papers (Archive)

There is an established link between food promotions and children's food purchase and consumption. Children in developing countries may be more vulnerable to food promotions given the relative novelty of advertising in these markets. This study aimed to determine the scope of television food advertising to children across the Asia-Pacific to inform policies to restrict this marketing. Six sites were sampled, including from China, Indonesia, Malaysia and South Korea. At each site, 192 h of television were recorded (4 days, 16 h/day, three channels) from May to October 2012. Advertised foods were categorized as core/healthy, non-core/unhealthy or miscellaneous, and by …

The Impact Of Marketing And Advertising On Food Behaviours: Evaluating The Evidence For A Causal Relationship, Jennifer A. Norman, Bridget Kelly, Emma J. Boyland, Anne T. Mcmahon

Faculty of Social Sciences - Papers (Archive)

The prevention of overweight in childhood is paramount to long-term heart health. Food marketing predominately promotes unhealthy products which, if over-consumed, will lead to overweight. International health expert calls for further restriction of children¿s exposure to food marketing remain relatively unheeded, with a lack of evidence showing a causal link between food marketing and children¿s dietary behaviours and obesity an oft-cited reason for this policy inertia. This direct link is difficult to measure and quantify with a multiplicity of determinants contributing to dietary intake and the development of overweight. The Bradford Hill Criteria provide a credible framework by which epidemiological …

Old Ideas In New Skins: Examining Discourses Of Diversity On The Websites Of 10 Urban-Serving Universities, Simone Smith

Theses and Dissertations

Deficit discourse, the idea that minorities "lack" intellectually, runs through current ideas about diversity in higher education. Diversity is viewed as a policy that helps the deficient. Recent litigation about diversity, Fisher v. University of Texas (2013), embodied the alignment of deficit and diversity. This study examined portrayals, visual and textual, of diversity on the websites of ten urban-serving universities, using a method of critical discourse analysis and a lens of critical race theory, to uncover the ways they defined diversity and if notions of deficit were attached. This study also addressed the ways these universities, a part of the …

Puppets On A String? How Young Adolescents Explore Gender And Health In Advertising, Deborah L. Begoray, Elizabeth M. Banister, Joan Wharf Higgins, Robin Wilmot

Journal of Media Literacy Education

This article presents qualitative research on young adolescents’ abilities in communicating and evaluating health messages in advertising especially how they understand and create gendered identities. A group of grade 6-8 students learned about media techniques and movie making. In groups divided by gender, they created iMovie advertisements for health activities in their school. They represented themselves in these advertisements by creating stick puppets. Observations during lessons, examination of movies and puppets, and interviews with students and their teacher revealed that young adolescents were neither completely manipulated by media nor were they completely in charge of their responses to media’s messages …

Current Trends In Communication Graduate Degrees: Survey Of Communications, Advertising, Pr, And Imc Graduate Programs, Keith A. Quesenberry, Michael K. Coolsen, Kristen Wilkerson

Business Educator Scholarship

© AEJMC 2015. A survey of 61 master’s degree advertising programs reveals significant trends in program titles, curriculum design, course delivery, and students served. The results provide insight for current and planned master’s degree programs as research predicts a continued increase in demand for master’s education over the next decade. Survey results are compared against overall education trends such as the growth of nontraditional students, increase in online education delivery, and the increase of for profit universities.

Geographical Variation And Correlates Of Tobacco Smoking, Second-Hand Smoke Exposure, Workplace Tobacco Prohibition, And Pro-Tobacco And Counter-Tobacco Advertising In Mainland China: A Cross-Sectional Study Of 98 058 Participants, Thomas E. Astell-Burt, Mei Zhang, Xiaoqi Feng, Limin Wang, Yichong Li, Andrew Page, Maigeng Zhou, Linhong Wang

Faculty of Social Sciences - Papers (Archive)

Abstract presented at The Lancet-CAMS Health Summit, 30-31 October 2015, Beijing, China

Navigating The World Of Advertising Through Integrating English And Health (Ps), Chloe Gordon

Faculty of Social Sciences - Papers (Archive)

Abstract of paper presented at the AATE & ALEA Joint National Conference, 3-6 July 2015, Canberra, Australia

Reading The Mind Of Children In Response To Food Advertising: A Cross-Sectional Study Of Malaysian Schoolchildren's Attitudes Towards Food And Beverages Advertising On Television, See Hoe Ng, Bridget P. Kelly, Chee Hee Se, Sharmela Sahathevan, Karuthan Chinna, Mohd Noor Ismail, Tilakavati Karupaiah

Faculty of Social Sciences - Papers (Archive)

Background

Television food advertising (TVFA) is the most dominant medium in the obesogenic environment promoting unhealthy food choices in children.

Methods

This cross-sectional study investigated children’s attitudes towards TVFA by examining four well-cited induction factors namely advertisement recognition, favourite advertisement, purchase request, and product preference. Malaysian urban schoolchildren (7 to 12 years) of equal ethnic distribution were voluntarily recruited (n = 402). Questionnaire administration was facilitated using a food album of 24 advertised food products.

Results

Majority of children were older (66.2 %), girls (56.7 %) with one-third either overweight or obese. TV viewing time for weekend was greater …

Density Of Outdoor Food And Beverage Advertising Around Schools In Ulaanbaatar (Mongolia) And Manila (The Philippines) And Implications For Policy, Bridget P. Kelly, Lesley King, Batjargal Jamiyan, Nyamragchaa Chimedtseren, Bolorchimeg Bold, Victoria M. Medina, Sarah J. De Los Reyes, Nichel V. Marquez, Anna Christine P. Rome, Ariane Margareth O. Cabanes, John Juliard Go, Tsogolmaa Bayandorj, Marie Clem B. Carlos, Cherian Varghese

Faculty of Social Sciences - Papers (Archive)

Children’s exposure to unhealthy food marketing is recognised by leading international health organisations as a probable causal factor for obesity. Outdoor advertising near schools embeds commercial food messages into children’s everyday lives and acts as a cue for food purchases. This project aimed to describe food advertising in the area around schools in two demographically and culturally disparate cities in the Asia Pacific Region. Data on outdoor food advertising were collected from the area within 500 m of 30 primary schools in each of two cities: Ulaanbaatar, Mongolia and Manila, The Philippines. For each food advertisement, information was collected on: …

Teaching About Propaganda: An Examination Of The Historical Roots Of Media Literacy, Renee Hobbs, Sandra Mcgee

Journal of Media Literacy Education

Contemporary propaganda is ubiquitous in our culture today as public relations and marketing efforts have become core dimensions of the contemporary communication system, affecting all forms of personal, social and public expression. To examine the origins of teaching and learning about propaganda, we examine some instructional materials produced in the 1930s by the Institute for Propaganda Analysis (IPA), which popularized an early form of media literacy that promoted critical analysis in responding to propaganda in mass communication, including in radio, film and newspapers. They developed study guides and distributed them widely, popularizing concepts from classical rhetoric and expressing them in …

Oral History Interview With Sharon Tan: Growing Smu, Sharon Tan

Oral History Collection

The interview covered: first involvement with SMU, risks in joining a new university, roles and responsibilities for corporate communication, first advertising campaign, branding SMU, Bukit Timah campus, first commencement, city campus, Advancement Office, endownments, Lee Kong Chian gift, alumni.

Sharon Tan was the Director of Corporate Communications and Director of the Office of Advancement and Alumni in SMU until 2014.

Responsibility Messages In Alcohol Advertising - Just One More Selling Tool?, Sandra C. Jones, Kirsten Brighten

Sandra Jones

Abstract presented at the Australasian Professional Society on Alcohol and other Drugs Conference 2013, 24-27 November 2013, Brisbane, Australia

Regulation Of Alcohol Advertising: Policy Options For Australia, Sandra C. Jones, Ross Gordon

Sandra Jones

A systematic search of academic databases was conducted to identify all refereed papers published between 1990 and 2012 on the regulation of alcohol advertising in Australia and three comparison countries (New Zealand, Canada and the UK). This paper reviews the codes that apply to alcohol advertising in each of the four countries, research into the effectiveness of these codes, and the small body of research into consumer attitudes towards alcohol advertising regulation. This review adduces considerable evidence that alcohol advertising influences drinking behaviours, and that current regulatory systems based on co-regulation and voluntary regulation (as is the case in Australia) …

Obesogenic Television Food Advertising To Children In Malaysia: Sociocultural Variations, See How Ng, Bridget Kelly, Chee H. Se, Karuthan Chinna, Mohd Jamil Sameeha, S Krishnasamy, Ismail Mn, Tilakavati Karupaiah

Faculty of Social Sciences - Papers (Archive)

Background: Food advertising on television (TV) is well known to influence children’s purchasing requests and models negative food habits in Western countries. Advertising of unhealthy foods is a contributor to the obesogenic environment that is a key driver of rising rates of childhood obesity. Children in developing countries are more at risk of being targeted by such advertising, as there is a huge potential for market growth of unhealthy foods concomitant with poor regulatory infrastructure. Further, in developing countries with multi-ethnic societies, information is scarce on the nature of TV advertising targeting children.

Objectives: To measure exposure and …

Content Analysis Of Food Advertising In Iranian Children's Television Programs, Maryam Amini, Nasrin Omidvar, Heather Yeatman, Shadab Shariat-Jafari, Maryam Eslami-Amirabadi, Malihe Zahedirad

Faculty of Social Sciences - Papers (Archive)

Background: Advertisements can influence children's health related behaviors. Television advertisements are the main avenues directing commercials at children in Iran. This study aimed to explore the content of food advertisement during children's television programs in 2007-8 and to compare it with those reported in 2000. Methods: All advertisements broadcasted before, during, and after children's programs aired on two major Iran national television networks were videotaped for a period of 4 weeks during 2007- 8. For each advertisement, type of product(s) and mode of presentation (s) were coded. Results: A total of 229 television advertisements were broadcasted. Food commercials were the …

Parents And Adolescents Discuss Gambling Advertising: A Qualitative Study, Samantha L. Thomas

Faculty of Social Sciences - Papers (Archive)

The study specifically aimed to explore:

1. How socio-cultural factors may influence the meanings individuals construct about gambling.

2. How different audience segments (in this case parents and their children) interpret messages about different types of advertisements in different ways.

3. How the framing of messages about gambling may influence perceptions about the risks and benefits associated with different types of gambling products and services.

The specific objectives of the study were to:

1. Provide detailed qualitative information about how different audience segments interpret the messages they see in gambling advertisements.

2. Strengthen understandings about how different gambling advertising strategies …

What Do Australian Consumers Think About Current Advertising Standards?, Sandra Carol Jones, Katherine Eagleton

Sandra Jones

The concept of community standards is the cornerstone of advertising self-regulation in Australia. However, there is a dearth of research on current attitudes towards advertising and a virtual absence of such data in an Australian context. A questionnaire was developed to assess consumer attitudes towards advertising; respondents were 872 adults residing in New South Wales. We found high levels of concern regarding advertising standards in general and a consistent perception that advertising should not, for example, use coarse language or violent images, portray women or men as sex objects or show nudity, stereotype or make fun of groups of people, …

Building The Case For Independent Monitoring Of Food Advertising On Australian Television, Lesley King, Lana Hebden, Anne Grunseit, Bridget Kelly, Kathy Chapman

Faculty of Social Sciences - Papers (Archive)

Objective To provide an independent monitoring report examining the ongoing impact of Australian self-regulatory pledges on food and drink advertising to children on commercial television.

Design Analysis of food advertisements across comparable sample time periods in April/May 2006, 2007, 2009, 2010 and 2011. The main outcome measure comprised change in the mean rate of non-core food advertisements from 2006 to 2011.

Setting Sydney free-to-air television channels.

Subjects Televised food advertisements.

Results In 2011 the rate of non-core food advertisements was not significantly different from that in 2006 or 2010 (3·2/h v. 4·1/h and 3·1/h), although there were variations across …

Alcohol Advertising During Televised Australian Football Finals, Sandra C. Jones, Lance Barrie, Michael Chapman, Nicholas J. Corr, Sondra Davoren

Faculty of Social Sciences - Papers (Archive)

Alcohol marketing during sport, and alcohol industry sponsorship of sporting events, is highly lucrative; however, concerns have been raised over the impact on child and adolescent viewers of repeated exposure to alcohol marketing messages. The aim of this research project was to investigate the amount and type of alcohol marketing during two major sporting events in 2012 - the semi-finals and grand final of the AFL and NRL. The broadcasts of these six games were audited for alcohol advertisements and other advertising communications. Almost one-fifth of the screen time included alcohol marketing. Policy and practice implications of these findings are …

Effectiveness Of Statewide Advertising Campaigns In Promoting The Quitplan Services Brand, Jeong Kyu Lee, Andrea Mowery, Jacob Depue, Michael Luxenberg, Barbara Schillo

Faculty of Social Sciences - Papers (Archive)

The current study explored the role of advertising in building an effective cessation service brand in Minnesota, United States. Using data from a ClearWay Minnesota^SM campaign evaluation (N = 1,361), this study examined how mass media advertising works to reinforce recognition of the QUITPLAN Services brand, brand favorability, and brand attributes. Respondents with confirmed awareness of television campaign ads were significantly more likely to report ever hearing of the brand than those who were not aware of the ads (odds ratio [OR] = 4.28, p < .001). In addition, confirmed ad awareness correlated with brand favorability (β = .37, p < .001) and attributes (personalized: β = .50, p < .001; respectful: β = .43, p < .001; proven: β = .42, p < .001; accessible: β = .46, p < .001), and there was a significant relationship between brand favorability and intention to quit among smokers (OR = 2.44, p = .001). The findings in this study …