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A Review Of The Business Capstone: Working With An Education Program, Hanna Tran
A Review Of The Business Capstone: Working With An Education Program, Hanna Tran
University Honors Theses
This review thesis walks through the business capstone process which is a hands-on experience with a local business client. The business client, Company A, is an arts and education program that has reached out to the School of Business's capstone class to help them improve their reach to potential customers and find alternative funding other than student tuition and donations. To achieve these goals, our group conducted several analyses and thorough research combined with our existing business education. Our findings and final recommendations are shown in presentations and a final report that the business client can utilize for their future …
I Know That You Know That I Know: Meta-Parody Ads And Brand Credibility, Giuliana T. Mintiero
I Know That You Know That I Know: Meta-Parody Ads And Brand Credibility, Giuliana T. Mintiero
University Honors Theses
In recent years, advertisers have been turning to a new form of humorous advertising to reach wary consumers. This study refers to this new form of advertising appeal as 'meta-parody' advertising, defined as humorous advertisements that parody advertising tropes for the sake of building credibility with the consumer. These ads are aimed at overcoming persuasion knowledge, which is what consumers use to cope with attempts to influence them. Despite the prevalence of meta-parody in contemporary advertising, there is no existing research on meta-parody ads, let alone their relationship with brand credibility. Previous research into humorous advertising has produced mixed views …
The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg
The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg
University Honors Theses
The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …