Public Relations and Advertising Commons^™

Business Community Outreach: Exploration Of A New Service Role In An Academic Environment, Patrick Griffis, Sidney Lowe

Library Faculty Publications

A recent special issue of the Journal of Business & Finance Librarianship focusing on business librarianship and entrepreneurship includes many case studies detailing entrepreneurship outreach initiatives from academic libraries. The introductory article, "Entrepreneurship Outreach: A New Role for the Academic Business Librarian" by Karen MacDonald, outlines entrepreneurial outreach initiatives in the issue, stating that they “describe three very different approaches libraries have taken to align themselves with a key mission of the university – economic development” (MacDonald, 2010, p. 159). This chapter elaborates on this previous work in describing the exploration of a new role in business community outreach as …

A Content Analysis Of Reliability In Advertising Content Analysis Studies., Weize Wang

Electronic Theses and Dissertations

Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. …

Talking Heads: How Broadcast Media Frame The Public Relations Industry., Samara Rose Litvack

Electronic Theses and Dissertations

Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.

The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term "PR" appeared more frequently than mentions of "public relations". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.

Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 …

Is Diesel A Dirty Word? Examing The Communication And Public Relations Challenges Faced By Auto Manufacturers Who Want To Introduce Small Diesel Engines To The American Market, Christopher Nelson

Theses and Dissertations

Cars with small diesel engines make up a large part of the automobile market in virtually every region of the world but the United States. In this study, the researcher sought to determine if there are preexisting attitudes toward diesel fuel and engines among American consumers and whether those attitudes affect consumers' expressed opinions (i.e. buying habits) which contribute to that disparity. The researcher carried out two studies. The first was a modified Delphi study of public relations professionals in the automotive field. Respondents were given several basic questions regarding diesel engines in the American market followed by a series …

"Aren't They Keen?" Early Children's Food Advertising And The Emergence Of The Brand-Loyal Child Consumer, Kyle R. Asquith

Electronic Thesis and Dissertation Repository

This dissertation examines how American food advertisers approached children in the early twentieth century and how this conceptualization changed during a critical juncture that lasted from approximately 1928 until 1945. Prior to the late 1920s, national advertisers acknowledged children as “consumers” (that is to say, eaters) of food and celebrated their idyllic innocence; however, advertisers rarely addressed children as active participants in the consumer marketplace. This perspective changed due to new commercial media platforms, such as radio and comic strips, as well as changing attitudes within the business community. By the 1930s, food advertisers began to communicate with children as …

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

Wright State University Women's Basketball Media Guide 2011-2012, Wright State University Athletics

Athletics Publications

A media guide for Wright State University's 2011-2012 Women's Basketball team. This guide includes photographs, player stats, game results, and records.

Ua12/2/1 Topper Extra - Basketball Season Preview, Wku Student Affairs

WKU Archives Records

Topper Extra magazine, includes articles:

• Claybourn, Cole. This Season’s Toppers a Young Defensive-minded Team – Basketball
• Claybourn, Cole. Upperclassmen Ready to Teach Newcomers
• Preseason Sun Belt Conference Men’s Basketball Poll
• Preseason Sun Belt Conference Women’s Basketball Poll
• Stephens, Brad. Mary Cowles Hopes Young, Old Take WKU Back to NCAA Tournament
• Stephens, Brad. LaTiera Owens Becoming Vocal Leader for Lady Toppers
• Stephens, Brad. Micah Jones, Jalynn McClain Link with WKU Women

Wright State University Men's Basketball Media Guide 2011-2012, Wright State University Athletics

Athletics Publications

A media guide for Wright State University's 2011-2012 Men's Basketball team. This guide includes photographs, player stats, game results, and records.

Libraries For Sustainability - Networking Event At Aashe 2011, Madeleine K. Charney, Bonnie J. Smith

Madeleine K. Charney

"Libraries for Sustainability" was a networking event held at the AASHE conference on 10/11/2011. Participants mostly included sustainability officers with a handful of librarians. A lively and productive discussion yielded ten ideas for connecting campus libraries as partners in the sustainability movement.

Student Perceptions Of Public Relations And Journalism: A Pilot Study Of Attitude Shifts Through Curriculum Innovation, Bernard Mccoy, Jerry Renaud, Adam Wagler, Amy Struthers, John Baker

Bernard R. McCoy

Journalism and Public Relations have had a long and often contentious relationship. It is rare when journalists and advertising/PR specialists work well together in the real world. It is equally rare when advertising, public relations and journalism students work together as part of their classroom education. This pilot mixed methods study explored the perceptions journalism and public relations majors had about each other’s professions. The experimental group was comprised of 40 journalism and public relations majors who worked together covering a national event in an immersive college class. The control group included 68 students who participated in a more traditional …

An Evaluation Of The Writing Abilities Of Entry-Level Public Relations Practitioners And The Industry Demand To Effectively Write For New Media, Diana Gervasi

Theses and Dissertations

The purposes of this exploratory investigation were to (a) evaluate the current writing abilities of entry-level public relations practitioners (b) determine the industry's demand to effectively write for new media and (c) identify educator's perceptions of entry-level public relations practitioners' writing abilities and current curriculum changes as well as future industry projections. The researcher conducted Web-based surveys of management level public relations practitioners who were all members of PRSA and telephone interviews with educators in college and university public relations programs across the country. The data collected from Web-based surveys showed a slight improvement in the perception of entry-level practitioners' …

The Effect Of Media Bias On Legislation: A Case Study Of Arizona's Senate Bill 1070 On Immigration, Rachael Burgess

Theses and Dissertations

In order to understand the relationship between government, media and public opinion in the case of Arizona Senate Bill 1070, Arizona's bill to combat illegal immigration. The purpose of this study was to (a) examine whether the media coverage of Arizona Senate Bill 1070 initiated government action and (b) examine whether the media coverage presented emotional or legal arguments supporting or not supporting the bill. Examining tone, use of emotional and legal arguments, subjectivity and objectivity in two national newspapers and interviewing four communications directors for the state of Arizona, the study showed the existence of media bias and subjectivity, …

Girls On Screen: How Film And Television Depict Women In Public Relations, Jane Johnston

Jane Johnston

This paper explores how women in public relations have been depicted in the popular culture forms of film and television. With some reference to early screen depictions, it focuses primarily on film and television from the past two decades, analysing women in a variety of public relations roles in the 1990s and 2000s. The study looks at nine leading television series and movies from the United States and United Kingdom to examine how women in public relations are portrayed, and also collates the data from previous studies to develop a profile of how depictions have changed since the 1930s. Primarily, …

Thinspiration: New Media's Influence On Girls With Eating Disorders, Victoria Stonebridge

Theses and Dissertations

The use of thinspiration and social networking by girls with eating disorders on social media websites and through user-generated content aids the disease in general. The purpose of this research exploration is to find out how influential these specific forms of new media are on girls with eating disorders. A content analysis will serve as the primary quantitative measure for this study. A survey, via SurveyMonkey.com, will be used to find what kind of impact new media has on girls with eating disorders. The researcher will also conduct a personal interview with an expert in the field of psychology and …

Public Relations And Marketing Techniques Used By Assisted Living Communities To Attract And Retain Residents, Brianne Rabouin

Theses and Dissertations

The purposes of this study were to determine the public relations and marketing techniques used by assisted living facilities (ALFs) to attract and retain senior residents, investigate the perception of effectiveness in PR and marketing practices among assisted living administrators and identify the role of community relations within ALFs. Consistent with previous research, interviews and surveys with assisted living professionals reveal communities operate using traditional techniques and channels including, but not limited to, newspaper ads, facility tours, community events, word-of-mouth promotion, direct-mail marketing/materials, newsletters, facility websites and professional referral development. Respondents report minimal use of new media, yet maintain an …

Inspire, Fall/Winter 2011: The Cedarville You Need To Know, Cedarville College

Inspire

No abstract provided.

Redefining The Agency Model: The Benefits Of An Imc Approach, Rebecca Gatto

Theses and Dissertations

This study will seek to find out if full-service agencies are more effective than agencies that focus on only one marketing component or separate components. While some companies and agencies have fully embraced integrated marketing communications (IMC), others think the cons outweigh the pros. Many companies do not think the process of getting the individual functional groups to work together is worth the effort. The researcher conducted in-depth interviews with one full service agency, one advertising agency and one public relations agency to gain insight into the perceptions and effectiveness of IMC. A content analysis of the company websites of …

Men In Public Relations: Saving An Endangered Species, Nancy Long

Theses and Dissertations

It has been 25 years since the publication of The Velvet Ghetto, the seminal work on gender in public relations. Looking ahead, the study forecast a field that was "ghettoized" as the workforce became increasingly female. Has that been the case? Since the mid-eighties, women have solidified their hold at nearly all levels in the public relations industry. While the advancement of women is to be applauded, is this imbalance a good thing? The industry, to date, has ignored this trend. What strategies should be employed to make the field more diverse and balanced from a gender perspective? Now that …

The Influence Of Layout And Design On Purchasing Behavior: Examining Print Advertisements For Sneakers, Nancy Reighn-Garron

Theses and Dissertations

The purpose of this exploratory investigation is to ascertain the influence layout and design of print advertisements has on consumers and how this influence affects purchasing behavior. This research further examines the difference in design preferences between men and women. Information acquired assists in the understanding of relationships between advertisers, marketing representatives and public relations practitioners and a targeted audience. The research findings support that men and women process advertising differently, that consumers are influenced by visual cues and provides information that is beneficial to better serve and persuade audiences to achieve successful product promotion.

Ua12/2/1 Topper Extra, Wku Student Affairs

WKU Archives Records

Special edition of the College Heights Herald featuring athletics. Articles:

• Claybourn, Cole. Enough About the Logistics; Let’s Just Play Football
• Stephens, Brad. Fired Up Toppers Look for Milestone Win Over Kentucky in Nashville – Football
• Stephens, Brad. Bobby Rainey Looking to Improve on Record-Setting Season
• Players to Watch – Kawaun Jakes, Wes Jeffries, Quanterus Smith, Tyree Robinson
• Stephens, Brad. Willie Taggart’s First Recruits Now Looking to Lead WKU – Football
• Carson, Kurt. Students Making Plans for WKU – University of Kentucky – Football
• Lanter, Austin. Strong Start A Dream Come True for Freshman Leslie Chinn – Soccer
• Stephens, Brad. Defensive …

The Role Of Public Relations Strategies And Tactics In Building Symmetric Donor Relationships, Justine Spack

Theses and Dissertations

This study researched relationships between nonprofit organizations and their donors. The researcher looked into the different public relations strategies and tactics that nonprofits use to build and maintain relationships with their donors, and then examined the effectiveness of those strategies and tactics. The study required a content analysis of nonprofit websites to determine the strategies and tactics that nonprofit organizations use to build relationships with their donors. It also included a focus panel of nonprofit donors who discussed which strategies and tactics donors need to establish and maintain and mutually beneficial relationship with a nonprofit organization and which strategies and …

Mixed Messages: Assessing Communication In Architectural Education And Practice, Amanda Weko

Theses and Dissertations

The purpose of this study was to explore perceptions of communication in both the academic and professional architecture communities. The author addressed (a) whether profession-specific communication skills are part of any National Architectural Accrediting Board-accredited U.S. undergraduate architecture program; (b) how architectural educators feel about communication studies; and (c) how registered architects feel about communication skills in their practice. Research findings pointed to a dichotomy in academic and professional perceptions of the importance of communication training in undergraduate architecture education. While only 13.8 percent of academic programs require communication coursework directly related to architectural practice, 94 percent of architects surveyed …

Social Media, Fan Relations And The Music Industry: A Coalition Of Unsigned Artists And Record Labels, Heather Aponte

Theses and Dissertations

The purposes of this investigation were to (a) provide the music industry with the research it seems to lack in order to understand (b) how social media will change its field and (c) how it can utilize it. To provide the knowledge necessary to adapt to the shift in musical power, the author will conduct both qualitative and quantitative research. This research includes a preliminary content analysis of comment tone on social media profiles and in-depth interviews. The researcher aims to further the understanding of social media networks and the independent musicians who use them. This will provide the music …

The Impact Of Celebrity Endorsements On The Buying Behavior Of Rowan University Students Age 18-24, Reginald Esangbedo

Theses and Dissertations

The purpose of this study was to determine the persuasiveness of celebrity endorsements on the purchase decisions of Rowan University students age 18-24, with specific regard to digital media players. The hypothesis of the study is that majority of Rowan students age 18-24 are persuaded to buy digital media players that are endorsed by celebrities they view favorably. The information gathered in the secondary research was used to develop questions for focus groups. The author of the study conducted two pre-test focus groups, after which the questions were modified. Once the questions were refined and finalized, the author conducted eight …

Broader Impacts And Framing The Google China Internet Issue: A Comparative Study Of Newspaper Coverage In China And The United States., Chun Zhou

College of Communication Master of Arts Theses

On January 12, 2010, Google closed its official website in China due to China’s Internet censorship policy. After the announcement, the manner in which Google should operate appropriately in the Chinese mainland was discussed widely in Chinese and U.S. media. This research examines how four newspapers, two U.S. and two Chinese, framed the Google China Internet issue: the New York Times and the Wall Street Journal, and the People’s Daily and the 21st Century Business Herald. While previous framing studies often focused on influence from cultural or political factors that might cause differences in how countries framed news …

The Viral Fingerprint: A Content Analysis Of Popular Viral Advertisements, Thomas Grant Broadus Ii

Master's Theses

This paper presents an analysis of 280 online videos that appeared on the Advertising Age weekly chart of the top ten viral videos of the week; the videos appeared on the chart from March 23rd 2009 to March 9th 2011. The videos were analyzed along four areas of observation including the advertiser characteristics, the formatting characteristics of the video, the messaging strategies of each video, and the level of involvement the product would require for a consumer to make a purchase. Through examining the components of each video, a thread of commonality was revealed. Cumulatively, the dominant themes and characteristics …

User Motivations For Using Business Facebook Pages, Malcolm Lee Hong

Boise State University Theses and Dissertations

Although user motives for personal use of Facebook has been frequently researched, literature that describes user motives for business communication purposes is limited. To understand this process, this study employed uses and gratifications theory to interpret users’ motivations for communicating and using business Facebook Pages. An online survey was distributed and completed by 345 participants. This survey asked participants about their personal use of Facebook, their use of business Facebook Pages, and what type of content on Facebook they found gratifying. Content analysis was also utilized to observe users’ communicative patterns on business Facebook Pages.

It was found that, in …

The Effectiveness Of Dialogic Relationship On The Military-Public Relationship, Sejin Park

Masters Theses

This study investigates the influence of dialogic relationship and organizational cultures on the military-public relationship. College students (N=218) participated in a 2 x 2 (dialogic relationship: high vs. low x organizational culture: military vs. civilian) independent groups factorial quasi-experiment. To induce dialogic relationship, two versions of the U.S. Army internet webpage screenshots were created. Organizational culture was controlled by purposive sampling two groups of military and civilian subjects. The results indicate that dialogic relationship and organizational culture combine exerts an effect on the military-public relationship by increasing perceptions of control mutuality, trust, commitment and communal relationship for civilians but not …

Sports And Media Relations: An Assessment By Sports Journalists Regarding Public Relations Professionals Of Professional Sports Teams Effectively Controlling The Flow Of Information, Jeffrey O'Connor

Theses and Dissertations

The study's primary goal was to determine if beat reporters who covered professional sports teams believed that PR professionals effectively controlled the flow of information to the media. To ascertain this answer, the researcher used in-depth interviews. The in-depth interviews were conducted with 24 members of the media who cover the four main professional sports leagues, namely the NHL, MLB, NBA and MLB. Results show that most beat reporters believe that the PR professionals of the teams they cover effectively control the flow of information.