Public Relations and Advertising Commons^™

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 …

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, …

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 …

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 …

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.

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 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 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 …

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 …

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.

Social Media: The Use Of Facebook And Twitter To Impact Political Unrest In The Middle East Through The Power Of Collaboration, Sarah Danielle Goodman

Journalism

The power of social media sites like Facebook and Twitter are often overlooked and unaccounted for. The revolutionary and unprecedented political changes in the Middle East have changed the way the world uses and now views these platforms. This study addresses the transformation of both the Middle East and social media, alongside each other. In addition, it discusses how young activists utilized these tools in order to unite and therefore produce radical alteration of Middle Eastern governments, what these governments did in an attempt to preserve control and how the United States got involved.

Rebuilding A Professional Athlete's Reputation After A Scandal: Refining Public Relations Techniques, Ashley Johnson

Journalism

No abstract provided.

Developing And Managing Personal Brands: Strategies In Marketing, Public Relations, And Entertainment, Julianna Barker

Journalism

No abstract provided.

Social Media, California Wineries, And The Millennial Generation: The Best Practices Of Social Media To Connect With The Youngest Wine Drinking Demographic, Carly Rowan

Journalism

This senior project was done to determine the best practices of social media for California wineries to use in order to connect with the Millennial generation.

The California wine industry has been growing steadily for years. Much of this growth can be attributed to a generation of people in the United States called Millennials. This generation is currently between the ages of 10 and 30, and those of age are drinking wine with a passion that mirrors that of their Baby Boomer parents. Wineries are searching for the best ways in which to connect with and market to this demographic, …

Intention To Comply With Food Safety Messages In A Crisis As A Function Of Message Source And Message Reliability, Karen June Freberg

Doctoral Dissertations

A key role of public relations is to manage crises, unexpected yet unpredictable events that cause emotional and physical harm (Coombs, 2007). Among the challenges in handling a crisis effectively is dealing with the various media in which information is presented. Because the use of social media in a crisis is a relatively new phenomenon, further understanding of the challenges and opportunities of these media is warranted. Part of meeting this challenge requires precise modeling of consumer responses to safety messages. To remedy gaps in our understanding of social media and food safety crisis communications, consumer intent to comply with …

The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee

Doctoral Dissertations

The present study assesses the effect of financial services advertising on investors’ decision-making by adopting a two-sided approach: a stimulus-side analysis to document the nature and prevalence of advertising strategies and advertising disclosures being used and a response-side investigation to examine the investors’ processing of and receptiveness to financial services advertising. By performing a content analysis of recently published financial services magazine advertisements, this study provides a contemporary look at whether and how financial services companies inform, persuade, and communicate with average investors. Results from this content analysis method is also used as a foundation to help design realistic test …

Public Utilities Commission Of Nevada: A Research Design For Data Collection, Mario Heresi, Jamie Stout, Brandy Davis, Cheyenne Pasquale

UNLV Theses, Dissertations, Professional Papers, and Capstones

The Public Utilities Commission of Nevada (PUCN) needs tools to develop a system by which reliable data can be collected in order to assist in the regulation of public utilities in Nevada. Their particular emphasis is on low-income and elderly populations. The PUCN needs to have reliable data they can utilize to make decisions that are fact based. Part of their needs is to have a thorough understanding of the factors that affect both low-income and elderly populations. Like so many other organizations, the PUCN does not have a set system to investigate all issues and makes decisions on a …

Political Communication In A Digital Age: 2011 Tea Party Senators And Social Media, Kaitlyn M. Barrett

Chancellor’s Honors Program Projects

No abstract provided.

Communicating During Crisis: A Case Study Of The 2010 Bp Gulf Oil Spill, Aubrey Nichole Villines

Undergraduate Honors Thesis Collection

Crisis communication is an integral aspect of public relations that can have either positive or negative repercussions based upon the action that an organization responds. The manner in which an organization handles a crisis determines financial implications that may ensue, public perception and reputation of the organization, as well as the overall success or failure of the organization in the future. Consequently, Timothy Coombs asserts that the best crisis communication practice is to respond quickly, accurately, and consistently (Coombs, 2010: 28). Other scholars concur and add supplementary techniques which emphasize preparedness and responsibility. The present study was conducted to identify …

"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 …