Public Relations and Advertising Commons^™

Nipomo Toys For Tots Drive Public Relations Campaign: To Gain Media Coverage For Holiday Toy Donations And The Third Annual Toys For Tots Benefit Golf Tournament, Jessa Squellati

Journalism

This research and documentation is an analysis and instructive guide for conducting a public relations campaign to promote the Nipomo Toys for Tots Drive. This campaign places emphasis on the importance of publicity to successfully gain toy donations and awareness for the Toys for Tots cause. With the recent downturn of the economy, the media will be instrumental in furthering the Toys for Tots mission and purpose to collect an estimated 3,000 toy donations for Nipomo children (newborns to 16 years of age). Although the 2008 Nipomo Toys for Tots Drive was successful without the presence of media coverage, the …

Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard

Dissertations

Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model. Responses from practitioners representing every department within advancement, every regional accrediting body and each of the baccalaureate to doctoral Carnegie Classification levels indicated the IMC process model is both understood and its tenets practiced by practitioners at all sizes and levels of institution. The study was of interest to the practitioners as more than half of the respondents requested a copy of the results. Additionally, …

The Changes In The Portrayal Of Women In Cosmetic Advertisements Throughout The 20th Century, Paulina Han

Honors Capstone Projects - All

Women today have become desensitized to the massive clutter of cosmetic advertisements. In order to compete in the overly saturated market, cosmetic marketers need to start taking a different approach in making cosmetic advertisements appeal to women. The method used for this thesis project was secondary research; past experiments and case studies on women and advertising were examined and analyzed. Many of these were done by psychologists in the field of advertising and organizations and published in places such as the Journal of Advertising Research. Advertising and creative briefs from advertising agencies were also examined, in part, with other work. …

The Effectiveness Of The Dove Campaign For Real Beauty In Terms Of Society And The Brand, Lindsey Morel

Honors Capstone Projects - All

The following thesis aims to evaluate the effectiveness of the Dove Campaign for Real Beauty. The problem is that of measuring the effectiveness of the Dove Campaign for Real Beauty in a form deeper than numbers. As the campaign held a secondary goal of changing women’s perceptions of beauty, so should the evaluation. Thus, two measures will be employed.

First, the following thesis evaluates the campaigns effect on society by examining how the issue of beauty at large was and is communicated. Data was collected on beauty by drawing from experience, researching eating disorders, and exploring a feminist approach to …

Rationale And Proposal For The Establishment Of A Consumer-Behavior Curriculum And Research Institute At Syracuse University, Carolyn Meitzner

Honors Capstone Projects - All

This thesis project was inspired by a course formerly offered by the Department of Psychology at Syracuse University, which has not been offered since at least 2006 – PSY 377: Consumer Behavior. Circumstances – including that the professor who taught the course left the university and that the Department of Psychology is uncertain about the volume of student interest in the course – led to PSY 377 being taken off the time schedule indefinitely, though it remains in the course catalog. The timing of the course’s cancellation is especially unfortunate, given that revolutionary changes in consumer behavior have occurred over …

Comm.Unity And The Role Of Public Relations In Nonprofit Community Organizations, Carissa Matthews

Honors Capstone Projects - All

Nonprofit community organizations need solid public relations strategies and communications skills to accomplish an array of objectives, ranging from fundraising to increasing awareness to changing public opinion. Not only do many students attending Syracuse University possess these skills, but these individuals are also ready and willing to help nonprofit organizations because they would like to make a difference in the community, as well as add real-life work experience to their resumes and portfolios. Because of these facts, Communications for the Community (comm.UNITY) was created in October 2007 with the mission of connecting students with nonprofit organizations to help them create …

The Effects Of Anti-Depressant Advertising On Perception Of Depression In College Students At Marshall University, Deirdre Robertson

Theses, Dissertations and Capstones

This exploratory study was designed to determine the effects, if any, of direct-to-consumer advertising of anti-depressants on Marshall University students’ perceptions of depression and anti-depressant medication. For the purposes of the study, two versions of an advertisement were created: one including three false statements regarding depression and antidepressants, and one without false statements. A fifteen-question survey was also created as a baseline to measure whether the advertisement condition had any direct effects on the participants’ perceptions of depression and anti-depression and to provide comparison for the participants’ reactions. All three groups took the survey. There were ninety participants in the …

Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …