Social and Behavioral Sciences Commons^™

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

The use of promotional messages that resemble editorial content is a long-standing practice in advertising, occurring in all major media, from advertorials in newspapers and magazines, to infomercials on television, to, most recently, digital “native” advertising on the internet. However, we have arguably never experienced as much growth in these advertising-editorial “hybrid” messages, as they are sometimes called (Balasubramanian 1994) as we have in recent years, as their use in existing media has grown while new forms have emerged with new media.

One of the older forms of hybrid message, the magazine advertorial presents an interesting hybrid message format for …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood T. Shandiz

Atlantic Marketing Association Proceedings

Combining religious practices with commercial pursuits for profit is neither a novel nor an insignificant trend (Belk, Wallendorf, and Sherry 1989; McDannell 1995). Today, marketplace use of Christian symbols in secular advertising is becoming more common, especially in certain geographic locations within the United States. Christian religion-based messages and symbols regularly appear in a wide range of advertisements. The Christian elements in these ads often include Bible verses, crosses, doves, and often, the Christian fish symbol (Ichthus). Similar Christian messages are often observed in outdoor advertising, retail store signage, product packaging, and even the daily newspaper. These examples illustrate that …

Structure And Composition Of The Kennesaw State University Arboretum: Past And Present, Stephanie A. Roper

Symposium of Student Scholars

The purpose of this study is to determine the trends in composition and structure of the Kennesaw State University (KSU) Arboretum, located on the Kennesaw Campus. To assess the trends, we identified the tree species, and measured the diameter (dbh) and locations of all stems including new growths (i.e. greater than 1cm dbh) in the permanent plot during the summer of 2014. Density, dominance, and frequency values were calculated and all trees were plotted from data collected in 2008, 2010, and 2014. Findings show that there have been an increase in Fagus grandifolia (beech), a significant decline in Cornus florida …

Visitor Behavior In The Living Treehouse At Zoo Atlanta, Montana Holland, Rena Roberson, Cassandra Teal, Krystal Bailey, Suma Mallavarapu, Lauren Taglialatela

Symposium of Student Scholars

The aim of this project was to determine whether visitors utilize conservation and education displays in the Living Treehouse at Zoo Atlanta. Approximately 34% of visitors read displays and watched animals on exhibit. This subset of visitors spent significantly more time watching animals than reading displays [F(1, 44) = 15.62, p < 0.001, ƞ2 = 0.26]. Limited interaction with relatively static displays may not lead to the intended change in knowledge and conservation attitudes among zoo visitors. Interactive displays (instead of static signage) separated from animal exhibits may be more effective in attracting and holding attention and delivering conservation and …