Public Relations and Advertising Commons^™

Close To Home, Closer To Fun: Bringing Local Customers Back To Metropolis Resort, Kate Burhop

Strategic Communication Master of Arts Thesis Projects

No abstract provided.

Come Close And Listen: Exploring The Intimacy Of Audio Media, Eleanor Kingwell Sharples Hoover

Honors Theses

This thesis aims to demonstrate the power of the audio medium to connect speaker and listener, as a result of the uniquely intimate nature of the medium. By understanding how speakers and listeners connect through audio, the research reveals that the audio medium is a sustainable media outlet, one that is durable despite changes in culture in the media market, that has transformed over time, all while keeping itself within the principal constraints of its original form, that being sound as conveyed to a listener. Three interviews were conducted with individuals situated in different areas of the audio media landscape; …

Tiktok’S Influence On Generation Z’S Buying Habits And Behavior, Tamara B. Munoz

Global Strategic Communications Student Work

As the digital era progresses, we continue to see how certain platforms capture the interest of various generations. Back then, Myspace rapidly appealed to millennials, and Facebook did the same with baby boomers. Today, TikTok is following their steps as it gains the interest of Generation Z in technologically advanced ways. In addition to providing entertainment, this short-video platform is now the go-to place to look for reviews of products or services. Due to this, the platform may be transforming how this age group behaves as a consumer. The overall purpose of this project was to further examine the impact …

To Buy Or Not To Buy: Consumer Purchase Behavior Based On Lifestyle Brand Logo Colors, Chelsi Crockett

Electronic Theses and Dissertations

This research aims to examine the logos of lifestyle brands and explore whether certain logo colors elicit a purchase response in consumers. Color Theory and Impression Management Theory are examined alongside the idea of this study. Two-hundred-nine United States residents 18 years of age and older who are not color blind or color deficient participated in a voluntary online survey where they were presented with several differently colored lifestyle brand logos and then prompted to choose which color of lifestyle brand logo would prompt them to purchase a product from the brand in question. The variables of gender, age and, …

Misleading Or Informing? Examining The Effects Of Labeling Design On Consumers’ Perception Of Gluten-Free Products And Wheat Safety, Kimberly Cantrell, Nan Li, Courtney Meyers, Cindy Akers

Journal of Applied Communications

As food products marketed as “gluten-free” become increasingly popular, many consumers start to exclude sources of gluten (e.g., wheat, barley, and rye) from their diets for both medical and non-medical purposes. The grain industry is facing a growing challenge to (re)boost consumers’ confidence in the healthiness and safety of its commodities. Using 561 participants recruited from the Amazon Mechanical Turk workers’ panel, this study implemented a 2 (pretzels vs. potato chips) * 2 (positive- vs. negative- frame) * 2 (wheat image vs. no wheat image) experiment to examine the effects of gluten-free labels on consumers’ perceived healthiness and safety of …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …

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.

Tools Of Change: Equipping Nonprofits With The Tools To Inspire Change, Nicole Irons

Masters Theses

Whether I am working for a small nonprofit in Indiana or at an elephant sanctuary in Cambodia I have seen consistent areas of struggle and shortcomings in nonprofit organizations. After years of working in different organizations the struggles nonprofits consistently face are a lack of resources in three main areas. These main areas of struggle are: visibility, funding, and people. The idea then occurred to me of why? And while these resources seem to appear unconnected, what if they all stem from one problem? Could we create a tool (or set of tools) to help alleviate these main struggles? Is …

Mcv Wines Social Media Marketing Campaign: Successfully Marketing Wine To Millennials, Dillon Payne

Journalism

The following study investigates how to develop a commercial on a social media platform in order to advertise a product to millennials – in this study, wine is the product. The number of consumers is increasing as each year more and more millennials become 21 years old, thus being able to be the next and newest consumer of the wine industry. The campaign’s focus was to create a wine commercial for a tasting room called MCV Wines and market it on social media to see if millennials would be interested in purchasing wine after seeing the commercial. Withscholarly research, the …

Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro

Undergraduate Honors Theses

The growing phenomenon of the Internet of Things (IoT), which is that any item capable of being connected to the Internet will be, presents an unprecedented opportunity for businesses. Using an extensive literature review, the current research examines the significant shift in marketing strategies that need to take place to target the millennial generation of as they adopt IoT. Most research defines the Millennial generation as those born from the early 1980s to the early 2000s. As individuals in this generation grow older, there are two behavioral implications: 1) their acceptance of technology suggests they will be quick to adopt …

Public Relations In The Restaurant Industry: Using Visual Social Media To Increase Consumer Relationships, Carly M. Cady

Journalism

As daily social media usage grows, marketing through these platforms become increasingly important for public relations professionals. Instagram, one of the most popular social media platforms, provides a new way to instantaneously reach millions of potential customers through the use of visuals. However, with limited knowledge of this new public relations tool, standing out and creating a successful presence for your business is difficult. This study is to explore how visual social media, specifically Instagram, can be used to increase consumer knowledge in the restaurant industry.

Investigation of current literature regarding the topic and gathered opinions of industry professionals will …

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 Use Of Experiential Marketing In The Wine Industry Of Paso Robles Wine Country To Build Brand And Educate Wine Buyers, Caitlin Moore

Journalism

The Paso Robles Wine Country Alliance hosted a buyer’s retreat November 2-4, 2014. The buyer’s retreat consisted of business/restaurant owners coming to Paso Robles for three days of seminars, tastings, tours, etc. about the wine industry in Paso Robles. The hope from this retreat was that the guests would end up buying Paso Robles wine, ultimately helping to brand the wine industry of Paso Robles.

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

Journalism

No abstract provided.

Developing And Managing Personal Brands: Strategies In Marketing, Public Relations, And Entertainment, Julianna Barker

Journalism

No abstract provided.

The Olivetian Volume 73 Number 3, George Andrew Wolfe (Editor)

The Olivetian

The Olivetian is the public relations magazine for Olivet Nazarene University.

"What Was I Thinking? [Climbing Mt. Kilimanjaro]," by John C. Bowling

"Relational Living," by Michael W. Benson

"Education Possible for Family Man Through Scholarships," by Kate Morgan

"Leading Youth Specialists Teach New Master's Courses," by Kate Morgan

"Turning Thrift Stores TEES into Third World Relief," by Seth Hurd

The Olivetian Volume 73 Number 1, George Andrew Wolfe (Editor)

The Olivetian

The Olivetian is the public relations magazine for Olivet Nazarene University.

"The Culture of Giving," by Michael Benson

"Make It Count," by John C. Bowling

"Campus Receives Summer Facelift," by Kate Morgan

"ONU Reports Record-Breaking Enrollment for Ninth Consecutive Year," by Heather (Quimby) Day

"Board of Trustees Unanimously Grants Bowling Five-Year Renewal," by Heather (quimby) Day

"Olivet Recognized as 'Top Tier' University," by Seth Hurd

"Here Am I, Lord. Send me," by Heather (Quimby) Day

The Olivetian Volume 72 Number 4, Brian Allen (Editor)

The Olivetian

The Olivetian is the public relations magazine for Olivet Nazarene University.

"From Graduation Ceremonies to the Holocaust," by Michael Benson

"Morning Walks," by John C. Bowling

"The Agenda for Excellence," by Gordon C. Wickersham

"Bowling Makes History," by Gordon C. Wickersham

"Reorganizing Olivet's Academic Departments to Energize New Concepts," by Gordon C. Wickersham

"Youth and Children's Ministry Programs Extend Beyond ONU," by Gary Griffin

"ONU Interpreters Bridge the Continents," by Gordon C. Wickersham

The Olivetian Volume 72 Number 3, Brian Allen (Editor)

The Olivetian

The Olivetian is the public relations magazine for Olivet Nazarene University.

"One Book, One Olivet, One Priority," by Michael Benson

"Finding My Glasses," by John C. Bowling

"(Un)Wired," by Caleb Benoit

"Into Africa: Olivet's Maintenance Crew Sets Up Shop at Africa Nazarene University," by Caleb Benoit

"Shining the Light," by Nancy Ruda

The Olivetian Volume 73 Number 2, George Andrew Wolfe (Editor)

The Olivetian

The Olivetian is the public relations magazine for Olivet Nazarene University.

"2005 Homecoming," by Kate Morgan

"Olivet and the Liberal Arts," by John C. Bowling

"Going the 'Extra Mile,'" by Heather (Quimby) Day

"Snags in the River of Life," by Michael Benson

"Spanish-Speaking Students in High Demand," by Kate Morgan

"Federal Grant Will Help Put ONU Science Departments on the 'Leading Edge,'" by Heather (Quimby) Day

"National Editor Promotes Ministry by Pursuing Truth and Excellence," by Seth Hurd

"Art in Motion," by Heather (Quimby) Day

"Gift of Life Recorded in New Children's Book," by Kate Morgan