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Open Access. Powered by Scholars. Published by Universities.®

2011

Marquette University

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Full-Text Articles in Public Relations and Advertising

"How Did Toyota Stay On Top?" Revisiting Crisis Communication Discourse, Rachel Marie Knoespel Apr 2011

"How Did Toyota Stay On Top?" Revisiting Crisis Communication Discourse, Rachel Marie Knoespel

Master's Theses (2009 -)

This study focuses on Toyota's 2010 accelerator pedal recalls and its use of crisis response strategies that relied on past performance. As a precursor, the author researched current literature regarding crisis communication and identified two key areas of research: understanding crisis and its impact and crisis response. To understand crisis communication it is necessary to first define a crisis and the impact it has on an organization's image, identity, and/or reputation. Once the crisis occurs, the organization must respond considering the audience, type of crisis, and the phase of the life cycle the crisis is in to determine a proper …

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Assessing The Potential Effectiveness Of Environmental Advertising: The Influence Of Ecological Concern And Ad Type On Systematic Information Processing, Jingyu Bao Apr 2011

Assessing The Potential Effectiveness Of Environmental Advertising: The Influence Of Ecological Concern And Ad Type On Systematic Information Processing, Jingyu Bao

Master's Theses (2009 -)

Following the postulation of motivation propelled message processing brought up by Chaiken, Giner-Sorolla and Chen (1996) within the framework of the heuristic-systematic model (HSM) (Chaiken, 1980; 1987; Chaiken, Liberman, & Eagly, 1989), this study attempts to explore the extent to which individuals' environmental concern can affect persuasion via systematic information processing. The study examines the comparative effectiveness of a product-based informational approach versus a social norm-based transformational approach regarding individuals with varied levels of environmental concern. A mixed model design is conducted to test the relationship between environmental concern, ad type, systematic processing of information and advertising effectiveness. The regression …

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