Public Relations and Advertising Commons^™

Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin

Honors Theses

Previous research has suggested that targeted online advertising is more effective when users have a preexisting interest in a product or service. While technology now allows marketers to track the demographics and behaviors of potential customers, the current research examines online ad-perception at an individual level, specifically focused on differences in need-for-cognition. Participants were asked to read a short online news article and were randomly assigned to view a webpage containing either gender-neutral or gender-targeted advertisements. While it was predicted that advertisement recall would be stronger for targeted than non-targeted advertisements, no such association was found. Additionally, advertisement recall did …

A Content Analysis Of The 1964 Mississippi Freedom Summer Viewed As Public Relations Efforts Using The Social Change Model Of Leadership, Hannah J. Hill

Honors Theses

This research used content analysis to examine how significant events within the 1964 Mississippi Freedom Summer that were well documented in journals, news articles and other mediums can be viewed as public relations strategies and tactics using the Social Change Model of Leadership (SCM). This research answers how these events can be explained through the SCM as individual, group, and community values. The SCM has not been associated with public relations strategies and tactics before this research was conducted, however social change is commonly seen in public relations efforts as both SCM and public relations seek to influence publics to …

Managing The Credibility Of A Nonprofit Organization In The Face Of Unexpected Publicity, Regan Crowell

Honors Theses

Ethical conduct of a nonprofit organization was suspected to impact the credibility of the organization as perceived by its stakeholders. This study uses secondary research for three nonprofit organizations in order to gain a closer look at the ethical issues of compensation, conflicts of interest, and the combined issues of accountability and strategic management. The nonprofit organizations discussed are United Way, Susan G. Komen, and The ALS Association. Each faced unexpected publicity, either positive or negative, and managed the organization’s credibility through dealing with one of the named ethical issues. Based on the case studies conducted for the three nonprofit …

Brands Crossing Borders: Cross-Cultural Issues In Brand Localization In And From China, Molly Catherine Bowman

Honors Theses

As China continues to play a more integral role in the global economy, the ability to do business in, with, and from China is of the utmost importance. With the country's nascent transformation from a manufacturing economy to a value-added hub of innovation, Chinese companies face new challenges in communicating their brands and values abroad, and their Western counterparts face equal if not greater challenges in maintaining their market share on a global scale.

Communication will be the key to success in this dynamic environment. This paper will explore some of the unique China stories of prominent global organizations-- how …

Integrated Marketing Communication Approaches On The Environmental Issue Of Recycling: A Collection Of Secondary And Primary Research To Analyze Trends In College Students Recycling Attitudes And Behaviors And The Conduction Of An Imc Campaign To Premote Recycling In Highland Square, Specifically, Cameron Ellen Klass

Honors Theses

Undertaking this thesis project was a task I was determined to fulfill with the upmost enthusiasm, positivity, and patience. When first deciding the topic of my research, I started with a list of criteria that had to be met: personal interest in the matter, hands on work with people and organizations within Oxford, and a way for me to impact the Oxford community for the better. Choosing to research college students recycling attitudes and behaviors both on and off campus and creating an integrated marketing campaign to raise awareness combined not only information accumulated through my academic years at Ole …

Film Marketing And The Creation Of The Hollywood Blockbuster, Colton J. Herrington

Honors Theses

The purpose of this study is to trace the Hollywood blockbuster from its roots, gain insight into how Steven Spielberg's Jaws and George Lucas' Star Wars ushered in the Blockbuster Era, and explore how the blockbuster has evolved throughout the subsequent decades into its current state. This case study uncovers the intertwining relationship between revolutionary film marketing tactics and the creation of the blockbuster as a genre and strategy and observes how increased costs of film marketing and the rise of ancillary markets and new media have led to a contemporary slate of blockbusters alternatingly different and similar from those …

Insights For Marketers: College Student Consumer Trends, Jana Elisabeth Newcomer

Honors Theses

This thesis will aim to examine the ways in which college students can best be reached by marketing efforts. According to the National Center for Education Statistics, 21 million students will attend college this year—a whopping 5.7 million more than in 2000. Considering the impact of their preferences and the billions of dollars of discretionary money spent by college students annually, this segment of the market is a critical one. College students are consuming social media constantly, embracing technological change, and desiring for brands and products to help define them. Through the use of quantitative and qualitative data, this thesis …

Family Vault: How To Protect And Organize Your Personal Information For Your Family, Mary Daniel Simpson

Honors Theses

Integrated Marketing Communications courses focus on examining marketing campaigns and learning to create pieces of campaigns. Students are taught that new product campaigns must garner brand awareness, and in order to do so effectively, must be weighted heavily in insightful research. This thesis seeks to culminate the knowledge gathered from the curricula by designing both a new product and an integrated campaign from which to launch the product. The new product is a life document organizer, to be used in preparation for a tragedy, such as death or natural disaster. The product's purpose is to easily deliver peace of mind …

Marketing For Entrepreneurs: How To Promote One's Own Craft, Teresa Hendrix

Honors Theses

This thesis seeks to serve as an alternative, cost efficient resource to those creative entrepreneurial ventures with a product (or service) that needs both people to consume it and a profit eventually sufficient to support its creators. By excluding excess details unrelated to promotion, and supplementing with specific, anecdotal advice directly from interviews with successful small business owners, this thesis aims to provide a plethora of marketing techniques that an entrepreneur can test before facing the daunting cost of an agency. Based on an extensive bibliography of primary and secondary sources*, this thesis explores three common components that manifest themselves …