Open Access. Powered by Scholars. Published by Universities.®
Public Relations and Advertising Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Discipline
-
- Mass Communication (12)
- Social Media (11)
- Communication Technology and New Media (7)
- Social Influence and Political Communication (7)
- Business (6)
-
- Journalism Studies (6)
- Marketing (5)
- American Studies (3)
- Arts and Humanities (3)
- Business and Corporate Communications (3)
- Gender, Race, Sexuality, and Ethnicity in Communication (3)
- Organizational Communication (3)
- Advertising and Promotion Management (2)
- American Popular Culture (2)
- Broadcast and Video Studies (2)
- Cultural History (2)
- Economics (2)
- Health Communication (2)
- History (2)
- Law (2)
- Other Communication (2)
- Public Affairs, Public Policy and Public Administration (2)
- Agribusiness (1)
- American Art and Architecture (1)
- American Material Culture (1)
- Anthropology (1)
- Archaeological Anthropology (1)
- Institution
-
- California Polytechnic State University, San Luis Obispo (8)
- John Carroll University (6)
- University of Tennessee, Knoxville (5)
- University of Mississippi (3)
- Eastern Illinois University (2)
-
- James Madison University (2)
- The University of Akron (2)
- University of Arkansas, Fayetteville (2)
- Western Michigan University (2)
- Bellarmine University (1)
- La Salle University (1)
- Louisiana State University (1)
- Montana Tech Library (1)
- Southeastern University (1)
- State University of New York College at Buffalo - Buffalo State College (1)
- The University of Southern Mississippi (1)
- Union College (1)
- University of Kentucky (1)
- University of Northern Iowa (1)
- University of Puget Sound (1)
- University of San Diego (1)
- Wilfrid Laurier University (1)
- Keyword
-
- Marketing (8)
- Public relations (6)
- Social Media (4)
- Social media (4)
- Advertising (3)
-
- Wine (3)
- Branding (2)
- Content analysis (2)
- Twitter (2)
- Advertisement campaigns (1)
- American Dream (1)
- Analytics (1)
- Art (1)
- Autotext (1)
- Avila Beach (1)
- Bandwagon Heuristic (1)
- Beach cleanup (1)
- Best Practices (1)
- Brand (1)
- Brand Identity (1)
- Brand integration (1)
- Brand management (1)
- Brand-related UGC (1)
- Buy local (1)
- Cal poly dining (1)
- Campus (1)
- Carver terrace (1)
- Central Coast Aquarium (1)
- Children's advertising (1)
- Church communications (1)
- Publication
-
- Honors Theses (7)
- Journalism (6)
- Masters Essays (6)
- Masters Theses (3)
- Chancellor’s Honors Program Projects (2)
-
- Communication Studies (2)
- Doctoral Dissertations (2)
- Williams Honors College, Honors Research Projects (2)
- Dissertations (1)
- Graduate Theses & Non-Theses (1)
- Graduate Theses and Dissertations (1)
- Graduate Theses, Dissertations, and Capstones (1)
- HON499 projects (1)
- History Theses (1)
- Honors Program Theses (1)
- Journalism Undergraduate Honors Theses (1)
- Masters Theses, 2010-2019 (1)
- Museum Studies Theses (1)
- Selected Honors Theses (1)
- Senior Honors Projects, 2010-2019 (1)
- Theses and Dissertations (Comprehensive) (1)
- Theses and Dissertations--Communication (1)
- Undergraduate Honors Theses (1)
Articles 1 - 30 of 45
Full-Text Articles in Public Relations and Advertising
Environmental Justice In Public Relations: What Happened At Love Canal And Carver Terrace, Chloe Schultz
Environmental Justice In Public Relations: What Happened At Love Canal And Carver Terrace, Chloe Schultz
HON499 projects
This research will focus on activist organizations as practitioners of public relations. Using this framework, Love Canal and Carver Terrace, two groundbreaking environmental justice case studies, are evaluated through the lens of public relations. These lenses include public relations models, strategies, and tactics. Power and legitimacy are evaluated as factors which impact the public relations activities of activists. It was found that models did not fall into the 2-way symmetrical model and that strategies were motivated by interactions with target organizations. Furthermore, activists in these case studies utilized nearly every category of tactics. Furthermore power and legitimacy were discovered to …
Let’S Tweet!: A Content Analysis Of Health Campaigns’ Usage Of Twitter, Chasiti Gaines
Let’S Tweet!: A Content Analysis Of Health Campaigns’ Usage Of Twitter, Chasiti Gaines
Graduate Theses, Dissertations, and Capstones
Twitter, a popular social networking platform, offers unique opportunities for sharing and disseminating health-related information to the public. Health campaigns frequently use Twitter to raise awareness and encourage a healthy lifestyle among users. The present study aims to investigate health campaigns’ use of Twitter for promoting strategic health messages and public engagement. Through a content analysis of a sample of national health campaigns’ (Let’s Move!, The Heart Truth, Breast Cancer Awareness & Truth) tweets, the research identifies interactive features and message functions across campaign profiles. This study found that most health campaigns use Twitter as a one-way communication tool. This …
A Content Analysis Of Advertising On Children’S Television Networks, Demarius Davis
A Content Analysis Of Advertising On Children’S Television Networks, Demarius Davis
Graduate Theses and Dissertations
This content analysis study on licensed characters in advertising collected data in summer 2015 from three children’s cable networks: Cartoon Network, Disney Channel and Nickelodeon. Using Social cognitive theory and based on past research (Barcus, 1975; Atkin, 1976; Calcott & Lee, 1994; Stitt & Kunkel, 2008; LoDolce et al., 2013; Castonguay et al., 2013), the study examined whether the use of licensed characters and emotional appeals varied in advertising for healthy or unhealthy foods, mass media genre and the character’s gender. The study found licensed characters are more likely to be used to promote unhealthy foods, originate from movies and …
Understanding The Relationship Between Country Reputation And Corporate Reputation, Minsoo Kim
Understanding The Relationship Between Country Reputation And Corporate Reputation, Minsoo Kim
Masters Theses
Increasing attention has been paid to the relationship between country reputation and corporate reputation by both public and private sectors. This study aims to contribute to a better understanding of the relationship by investigating the factors that influence and are influenced by country reputation. In particular, this study examines (a) the impact of country reputation on foreign consumers’ attitudes toward brand and product purchase intentions, (b) the relationship between corporate reputation on country reputation, and (c) the mediating role of product image. Key findings of the study include the positive impact of corporate reputation on country reputation, and the mediating …
Using Relationship Theory To Improve Stem Outreach To Corporations: A Case Study For Starbase Los Alamitos, Mark Gibson
Using Relationship Theory To Improve Stem Outreach To Corporations: A Case Study For Starbase Los Alamitos, Mark Gibson
Journalism
The goal of this study was to improve corporate outreach efforts for an educational program called Starbase Los Alamitos. This Starbase program is part of a larger effort by the Department of Defense to improve STEM (science, technology, engineering, and mathematics) education in the United States.
This study was guided by the following research question: How can STEM programs use relationship management theory to improve corporate outreach? A review of the literature was performed and this study used relationship theory to design eight questions for a four person focus group. Control and treatment websites were identified. Participants were shown the …
Purchase Decision Type Influences On Consumers’ Reliance: Brand-Related User-Generated Content, Hyuk Jun Cheong
Purchase Decision Type Influences On Consumers’ Reliance: Brand-Related User-Generated Content, Hyuk Jun Cheong
Doctoral Dissertations
Consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking. However, previous research on consumer information seeking has scarcely explored how purchase situations and product type influence consumers’ use of brand-related UGC. The purpose of this dissertation is to shed light on this area of research. In the first part of the study, Vaughn’s (1980; 1986) Foote, Cone, and Belding (FCB) grid, a popular product classification theory in advertising and consumer research, was updated based on a set of online surveys (N=1,104) that measured three purchase dimensions [i.e., purchase decision involvement (PDI), think/feel purchase, …
Northwest Coast Native American Art: The Relationship Between Museums, Native Americans And Artists, Karrie E. Myers
Northwest Coast Native American Art: The Relationship Between Museums, Native Americans And Artists, Karrie E. Myers
Museum Studies Theses
Museums today have many responsibilities, including protecting and understanding objects in their care. Many also have relationships with groups of people whose items or artworks are housed within their institutions. This paper explores the relationship between museums and Northwest Coast Native Americans and their artists. Participating museums include those in and out of the Northwest Coast region, such as the Museum of Anthropology at the University of British Columbia, the Burke Museum, the Royal British Columbia Museum, the American Museum of Natural History and the Smithsonian Museum. Museum professionals who conducted research for some of these museums included Franz Boas, …
Seeing Is Believing, But Is It The Truth? Reality Vs. Representation Of Men In Contemporary Magazine Advertisements, 1980-2010, Dana Ann Lopez Coleman
Seeing Is Believing, But Is It The Truth? Reality Vs. Representation Of Men In Contemporary Magazine Advertisements, 1980-2010, Dana Ann Lopez Coleman
Dissertations
McQuail (1994) observed, “The entire study of mass communication is based onthe premise that the media have significant effects” (p. 327). Many of these studies in mass communication have focused specifically on the various consequences that are believed to be a result of advertising. These images and perceptions can also become an individual’s reality which serves to shape society and their day-to-day environment. As Rudy, Popova, and Linz (2010) wrote, “Extensive media exposure leads audience members to adopt media reality as their own, and these altered conceptions of reality can in turn influence behavior” (p. 708). Understanding these visual representations, …
The University As The Victim: How To Respond To The Media’S Allegations Of Sexual Assault On Campus, Elizabeth Juran
The University As The Victim: How To Respond To The Media’S Allegations Of Sexual Assault On Campus, Elizabeth Juran
Masters Essays
No abstract provided.
Mcv Wines Social Media Marketing Campaign: Successfully Marketing Wine To Millennials, Dillon Payne
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 …
Healthy Eating Standards And Communication Strategies: An Assessment Of California Polytechnic State University’S Campus Dining, Emma Kuchera
Journalism
This study focuses on various aspects of the lack of healthy food options on college campuses, specifically looking at food offered at the dining facilities at California Polytechnic State University in San Luis Obispo.
Made In America: The Affects Cognitive Load Consumer Ethnocentrism And Country Of Origin Have On Consumer Purchasing Decisions, Hannah Halstrom
Made In America: The Affects Cognitive Load Consumer Ethnocentrism And Country Of Origin Have On Consumer Purchasing Decisions, Hannah Halstrom
Honors Theses
Previous research suggests that cognitive load affects decision-making tasks. As well, a consumer varies his or her purchasing decisions based off of his or her personal level of Consumer Ethnocentrism (CE) and the Country of Origin (COO) of the product or brand. Eighty individuals participated in the study. Some participants were put under cognitive load by having remembering an 8 digit number span. All subjects were randomly exposed to one of two product sets, where COO was manipulated. Each product set consisted of 5 advertisements followed by a series of 4 questions. These questions regarded their willingness to purchase the …
Beneath The Surface Dive And Beach Cleanup Festival, Megan Van Hamersveld
Beneath The Surface Dive And Beach Cleanup Festival, Megan Van Hamersveld
Communication Studies
No abstract provided.
Lust For Lulu: An Examination Of Lululemon Athletica's Marketing Authenticity And Branding, Sara Sousa
Lust For Lulu: An Examination Of Lululemon Athletica's Marketing Authenticity And Branding, Sara Sousa
Communication Studies
Lululemon Athletica, a brand built upon the values of balance, harmony, and culture, has one of the most unique and modern methods of advertising of any retailer today, but sometimes being unique can either elevate a brand or bring it down in flames. The brand has experimented with many different advertisement campaigns as a way to engage consumers and promote a lifestyle; some have proven successful while others have stirred up controversy and turmoil for the brand. Honesty and authenticity are not only traits valued as human characteristics, they are also highly valued in the marketing and advertising realm. Marketing …
Giving The Global High Sign: Coca-Cola Advertising Of The “American Way” In Life Magazine, 1941-1947, Scott Greenfield
Giving The Global High Sign: Coca-Cola Advertising Of The “American Way” In Life Magazine, 1941-1947, Scott Greenfield
History Theses
Magazine advertising through these years marketed American products to a consumer base that was becoming more patriotic. This “patriotic consumerism” manifested itself both in its foundational support for the United States’ involvement in World War II and in its constant implementation of the “American Dream” ideology that mixed nostalgia and modernity in preparation of a post-war world. Expanding upon the resulting cultural behavior of classifying the support of American business as a quasi-civic duty, The Coca-Cola Company successfully situated the “American Way of Life” as a global aspiration through its product’s entanglement in the global settings of war, ensuring that …
Student Awareness Of The Daily News-Record, Molly Margaret Jacob
Student Awareness Of The Daily News-Record, Molly Margaret Jacob
Senior Honors Projects, 2010-2019
The Daily News-Record is a local daily newspaper located in Harrisonburg, Virginia, a city with a population of about 52,000. The Daily News-Record's print circulation is 26,000, while its digital circulation is 800. The paper also houses other local publications, such as the Rocktown Weekly, a free weekly publication that covers local news and the local music scene. James Madison University is a mid-sized public university also located in Harrisonburg, Virginia. The researcher wanted to understand JMU student awareness of local news sources, student consumption of news sources, student intention to read the local paper and whether there was a …
Achoo! Three Major Us Newspapers Reporting On The Flu Before And After H1n1, Philip A. Harris
Achoo! Three Major Us Newspapers Reporting On The Flu Before And After H1n1, Philip A. Harris
Masters Theses, 2010-2019
The flu is the most common and also the most preventable health risk and crisis in the United States. This research is a quantitative content analysis of flu coverage appearing in 102 articles from The Washington Post, USA Today, and The New York Times. It examines the differences in the coverage three years before and after the H1N1 pandemic and evaluates them for the use of fundamental constructs in health, risk, and crisis communication theories such as severity, susceptibility, efficacy, excuse, justification, intention, expertise, and trustworthiness. Most significant differences were found between excuse and justification as well as with …
Development And Validation Of A Crisis Self-Efficacy Scale, Sejin Park
Development And Validation Of A Crisis Self-Efficacy Scale, Sejin Park
Doctoral Dissertations
This study develops a valid and reliable self-efficacy scale specific to the crisis context. The rationale for developing the scale is first to provide a tool for crisis communication researchers to better understand behavioral aspects of crisis. Second, as people have different levels of crisis self-efficacy, it is difficult for crisis managers to develop audience-specific messages and create crisis preparedness programs. A crisis self-efficacy scale enables crisis managers to develop more effective message strategies to protect publics and minimize crisis damage. The scale also provides practitioners a useful longitudinal index of progress in crisis preparedness programs to track changes in …
Corporate Social Responsibility On Twitter, Rachel E. Deems
Corporate Social Responsibility On Twitter, Rachel E. Deems
Journalism Undergraduate Honors Theses
Through content analysis of corporate social responsibility (CSR) on Twitter, this study examines how the country’s top and largest corporations in each of the main industries portray CSR on Twitter. The study investigates the agenda-setting potential of the CSR tweets based upon the variables examined, including (a) CSR dimension, (b) CSR topic, (c) tone, (d) stakeholders, (e) Twitter attributes, and (f) Twitter interactivity. The results indicate that CSR tweets predominantly portray the discretionary level of CSR, regardless of industry, predominantly include topics of public philanthropy, especially service-producing industries, and positive tone was used most frequently across industries. The community was …
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
Chancellor’s Honors Program Projects
No abstract provided.
Is Big Press Tougher On "She"-Eos?, Kenan G. Smith
Is Big Press Tougher On "She"-Eos?, Kenan G. Smith
Chancellor’s Honors Program Projects
No abstract provided.
News In Virtual Reality, Samantha Macy
News In Virtual Reality, Samantha Macy
Honors Theses
Virtual reality (VR) is the next frontier of news media, but we know little about the impact is has on viewers. The goal of this experiment is to gain a better understanding of the social presence and information retained by watching news in VR. Participants will either consumer news in a VR setting, a highly interactive online format, or print. Then, using a survey, social presence and information retention were assessed. Research participants were undergraduate students at a large Midwestern university. It is expected that VR news will result in higher social presence and information retention than news in highly …
Campus, Community, Connection: A Public Relations Campaign, Elizabeth Blasko
Campus, Community, Connection: A Public Relations Campaign, Elizabeth Blasko
Honors Theses
Kalamazoo Loaves & Fishes (KLF) is a registered 501(c)(3) nonprofit with a mission to “Feed hungry people and engage our community in the fight to end hunger.” KLF started in 1982 and has since grown to include 23 pantry sites across Kalamazoo County. KLF offers many assistance programs including Grocery Pantry Program, Mobile Food Initiative, Weekend Food Pack Program, Commodity Supplemental Food, and Meal Support Program (Kalamazoo Loaves & Fishes).
Kalamazoo Loaves & Fishes faces public relations challenges in regards to connecting with college students in the Kalamazoo community. There is limited mission awareness among students at Western Michigan University. …
A Comprehensive Marketing Plan To Achieve I-Smile’S Marketing Strategies And Objectives, Istvan Baricz
A Comprehensive Marketing Plan To Achieve I-Smile’S Marketing Strategies And Objectives, Istvan Baricz
Masters Essays
No abstract provided.
Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro
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 …
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Selected Honors Theses
In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …
Brand Integration And Sports Sponsorship: Benefits And Pitfalls, Tamzin Barroilhet
Brand Integration And Sports Sponsorship: Benefits And Pitfalls, Tamzin Barroilhet
Masters Essays
This essay is an overview of all the different ways for brands to integrate their message and identity with sports sponsorships. It also evaluates the current phenomenon of what sports sponsorship is in regards to today’s global marketing. This text will assess the relevancy that has allowed the different communication media to stay up to date with all the advancements in technology and how they apply to the sports marketing mix. Models of sponsorship and specific data research on consumerism will also be showcased to explain their influences on best marketing practices for brands to communicate through the sporting industry. …
Wine Public Relations: Promoting Georgian Wine In The U.S.Market, Tea Kokhreidze
Wine Public Relations: Promoting Georgian Wine In The U.S.Market, Tea Kokhreidze
Masters Essays
This project offers a hypothetical public relations plan for Georgian wine to achieve success in establishing Georgian wine export to the United States. It begins with the history of wine public relations and explores how winning public relations campaigns have been conducted in the wine business. Based on research presented in the literature review, a hypothetical public relations plan is provided on how to build a brand image for Georgia as an origin for wine and introduce Georgian wines to various U.S. markets. The public relations plan presented in the paper will aim to: introduce Georgian wines to various U.S. …
Beyond Superfund: How Four Communities Market Outdoor Recreation To Overcome Stigma, Kelley Christensen
Beyond Superfund: How Four Communities Market Outdoor Recreation To Overcome Stigma, Kelley Christensen
Graduate Theses & Non-Theses
This paper reports on how four American towns that have active Superfund remediation underway in their communities are attempting to overcome stigma associated with the cleanup in part by promoting outdoor recreation. These towns are located in high-amenity areas and are able to market a bevy of recreational opportunities. This paper analyzes the interviews of eight people (two from each town) and print promotional materials from each community to determine rhetorical marketing techniques employed by each place. Finally, this paper uses quantitative data from a variety of sources to analyze how effective the marketing rhetoric has been in recent years.
Public Relations In The Restaurant Industry: Using Visual Social Media To Increase Consumer Relationships, Carly M. Cady
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 …