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Public Relations and Advertising Commons™

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Social Media

Series

2016

Articles 1 - 5 of 5

Full-Text Articles in Public Relations and Advertising

Public Realtions In The Social Media Age, Singapore Management University Sep 2016

Public Realtions In The Social Media Age, Singapore Management University

Perspectives@SMU

Instead of communicating through the media, PR professionals now have to engage across the spectrum because “everybody now matters"

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Usability Simplified: A Basic Guide To Undertaking Effective Usability Testing, Garrison Reeves Apr 2016

Usability Simplified: A Basic Guide To Undertaking Effective Usability Testing, Garrison Reeves

Professional Writing and Information Design Capstone Projects

Usability can be complicated but I provide simple guidelines to effective usability. Every product has an intended purpose, and the scope and aim of usability testing is measuring if a product meets this purpose with regards to a user. Testing is used in many fields, but I intend to focus on user-centered interaction design and how to test when designing and developing such a product. I provide a simple head-start to usability testing based off of my research. Usability testing is a technique used for evaluating a product by testing the product on users who are part of the respective …

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The Effect Of Relational And Interactive Aspects Of Parasocial Experiences On Attitudes And Message Resistance, Riva Tukachinsky, Angeline Sangalang Mar 2016

The Effect Of Relational And Interactive Aspects Of Parasocial Experiences On Attitudes And Message Resistance, Riva Tukachinsky, Angeline Sangalang

Communication Faculty Articles and Research

This study examines direct and interaction effects of parasocial interactions (PSIs) and relationships (PSRs) on message resistance (reactance and counterarguing) and message-consistent attitudes. PSI involves the give-and-take within the media encounter, whereas PSR entails the relational bonding with the media figure that continues to exist outside the context of any particular media exposure. A 2 (high/low PSI) × 2 (high/low PSR) experiment revealed that PSI (but not PSR) can increase message resistance, particularly when PSR is low. No significant effects of PSR/PSI on attitudes were found. The study suggests that, contrary to past theorization, PSIs may facilitate, rather than reduce, …

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The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala Jan 2016

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; …

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Getting People To Buy, Always, Singapore Management University Jan 2016

Getting People To Buy, Always, Singapore Management University

Perspectives@SMU

Creating touchpoints in stores and embracing the social media world keep consumers engaged with brands

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