Open Access. Powered by Scholars. Published by Universities.®
- Discipline
-
- Advertising and Promotion Management (4)
- Social and Behavioral Sciences (4)
- Communication (3)
- Business and Corporate Communications (2)
- Communication Technology and New Media (2)
-
- Journalism Studies (2)
- Marketing (2)
- Public Relations and Advertising (2)
- American Politics (1)
- Arts and Humanities (1)
- Curriculum and Instruction (1)
- Education (1)
- Fashion Business (1)
- Film and Media Studies (1)
- Instructional Media Design (1)
- International Business (1)
- Models and Methods (1)
- Other Film and Media Studies (1)
- Political Science (1)
- Technology and Innovation (1)
- Television (1)
- Keyword
-
- Marketing (3)
- Public Relations (3)
- Social Media (2)
- Twitter (2)
- Brand (1)
-
- Brand Loyalty (1)
- Brand identity (1)
- Branding (1)
- Consumer (1)
- Cooperative (1)
- Corporate (1)
- Education (1)
- Experiential learning (1)
- Facebook (1)
- Grass Roots Marketing (1)
- Interactive (1)
- Journalism (1)
- Journalism Education (1)
- Learn by doing (1)
- New Media (1)
- PR (1)
- Political Elections (1)
- Political Marketing (1)
- Public relations agencies (1)
- Satellite Media Tours (1)
- Social media (1)
- Student-run PR Firms (1)
- Television (1)
- Three-Stage Model (1)
- Traditional Media (1)
Articles 1 - 9 of 9
Full-Text Articles in Business
Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney
Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney
Journalism
The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that …
Branding For A New Wellness Program: The Importance Of Brand Identity And Using Social Media, Jennifer Jenkins
Branding For A New Wellness Program: The Importance Of Brand Identity And Using Social Media, Jennifer Jenkins
Journalism
In today’s world, health organizations are all about losing weight and getting into shape. While this is important to maintain one’s health, it is not the only factor in a healthy lifestyle. Lou F. saw this great discrepancy in the wellness field, and decided that what was needed was an organization dedicated to mental health as well as physical health, encompassing fitness training, nutrition, and counseling for the everyday individual as well as the corporate world. With this idea in mind, Lou set out to create this type of organization. This paper addresses the importance of creating a strong brand …
The Creation Of Student-Run Public Relations Firms: A Historical Look At Student-Run Firms, Hannah Hazdovac
The Creation Of Student-Run Public Relations Firms: A Historical Look At Student-Run Firms, Hannah Hazdovac
Journalism
This study explores the history and background of student-run public relations firms on
college campuses and the benefits, if any, that students receive as a result of working
in such a firm. The public relations industry estimated at growing 18 percent between
2006 and 2016 (Todd, 2009). Even with the sudden expansion of the public relations
industry, and subsequently, public relations education, evidence suggests that recent
public relations graduates often times do meet entry-level outcome expectancies of
employers, leaving a need for a change in curriculum (Creedon, Dostal, Gael, Smith &
Walker, 1999). It is becoming increasingly more important to …
The Value Of Public Relations: Measuring The Success Of Facebook, Twitter, And Youtube In Corporate Companies, Justine Gananian
The Value Of Public Relations: Measuring The Success Of Facebook, Twitter, And Youtube In Corporate Companies, Justine Gananian
Journalism
This paper is a combination of research and data from three experts who were interviewed about the value of social in a corporate company, specifically Facebook, Twitter, and YouTube. Social media’s presence has increased at an exponential pace in the past five years, and consumers are constantly looking to access new information. It has become a useful tool for both internal and external communication within a company. As research shows, “[companies] are revamping and modernizing their print publications, starting radio and video shows, using social media to foster two-way communication, using the new multimedia tools to reach new audiences, telling …
Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian
Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian
Journalism
The following study investigates how to use social media to increase consumer loyalty to a brand. With the increasing trend in the utilization of social media practices in the fields of public relations and marketing, it is becoming significantly important to understand how to effectively reach and communicate with consumers through this medium. Sashi states (2012) "the interactive nature of social media (its ability to establish conversations among individuals, firms in communities of sellers and customers, and involve customers in content generation and value creation) has excited practitioners with its potential to better serve customers and satisfy their needs" (p. …
Building Brand Loyalty Through Youth Consumers And The Use Of Grass Roots Consumer Marketing, Jennifer Sirchuk
Building Brand Loyalty Through Youth Consumers And The Use Of Grass Roots Consumer Marketing, Jennifer Sirchuk
Journalism
The following study explores the different approaches that a brand can take towards building brand loyalty. The study focuses on the differences of targeting youth consumers as opposed to adult consumers when building that loyalty and brand awareness. Briefly, Keller defined brand awareness as the ability to identify the brand under different conditions, and added that it consists of brand recognition and brand recall (as cited in Kwang-Ho, Minsung & Won-Moo, 2011). The basis for building brand loyalty is creating brand recognition in conjunction with building relationships with consumers. This study investigates the benefits of using grass roots marketing as …
Transparency In The Fashion Industry: Social Media Use In Public Relations Strategies, Teri Akahoshi
Transparency In The Fashion Industry: Social Media Use In Public Relations Strategies, Teri Akahoshi
Journalism
No abstract provided.
Comparative Models Of Cooperative Journalism, Mercedes N. Rodriguez
Comparative Models Of Cooperative Journalism, Mercedes N. Rodriguez
Journalism
No abstract provided.
Modern Political Marketing: An Analysis Of Tactics, And The Changing Role Of The Media, Jill Donovan
Modern Political Marketing: An Analysis Of Tactics, And The Changing Role Of The Media, Jill Donovan
Journalism
Political marketing is evolving. Campaigns now rely on political marketing for success in elections, without the marketing tactics they employ; their messaging would not be distributed to the voting public. In many of the political marketing models and theories, however, there is a massive omission; the role of traditional media as an overwhelmingly influential factor over the voting public, which can misconstrue and negatively impact the message of the candidate. This study analyses classical marketing tactics a political marketer uses, and examines the changing environment of traditional media with the rise of social networking.