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Articles 1 - 4 of 4
Full-Text Articles in Business
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Doctoral Dissertations
Public Service Advertising is an essential field of study because of its ability to impact and shape public behavior and community changes. Historically, the advertising industry has come together during the times of world war to form an association, the Ad Council, to help create awareness to the public. Over the past 75 years, the Ad Council has contributed to the various causes by communicating and advertising to encourage better habits and behavior. The Ad Council has collaborated with CDC and COVID Collaborative to communicate the right messages about coronavirus response and COVID-19 vaccine during this pandemic. The purpose of …
Taking It To The Streets: A Multimethod Investigation Of Street Credibility And Consumer Affinity Toward Street Credible Endorsers, Delancy Howard Sterling Bennett
Taking It To The Streets: A Multimethod Investigation Of Street Credibility And Consumer Affinity Toward Street Credible Endorsers, Delancy Howard Sterling Bennett
Doctoral Dissertations
Celebrity endorsers are featured in 10 to 20 percent of commercials in the United States (Agrawal and Kamakura, 1995). While firms have invested significant capital in celebrity endorsers, they traditionally shy away from those who have been involved in illegal or immoral acts (Briggs, 2009; Creswell, 2008). However, the rules of endorser selection appear to be changing. Recently, a new type of endorser whose celebrity is built in part upon criminal activity or violent history has emerged. These celebrities, often rappers, successfully endorse major brands such as Vitamin Water and Chrysler. They are frequently described as having another form of …
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Doctoral Dissertations
This study focused on parents of children between the ages of 7 to 11 and their ability to recognize and understand a children’s advergame as advertising. Using the theoretical framework of the Persuasion Knowledge Model (PKM), this study experimentally tested the effects of advertising disclosures and cognitive load on parents’ activation of persuasion knowledge in children’s advergames and parents’ attitudes toward children’s advergames. In addition, this study examined how parents’ individual trait differences in persuasion knowledge and mediation of their children’s Internet use potentially influenced their persuasion knowledge in children’s advergames as well as their attitudes toward them. By conducting …
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Doctoral Dissertations
Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …