Advertising and Promotion Management Commons^™

Skilladdiction Business Plan, Taylor Louie

Renée Crown University Honors Thesis Projects - All

Skill gaming is a type of online gaming in which people play fun, easy to learn, casual games, in a tournament setup - sometimes backed by small wagers, in attempt to win cash prizes. Launched in April, 2009, SkillAddiction (SA), now host to over 54,000 customers across more than 150 countries, brings people together to compete in any of their favorite casual games, in which the outcome is predominantly based on the player's skill. SA has incorporated innovative features to set itself apart from competitors, such as a virtual scavenger hunt, and interactive community features, and continues to develop the …

Zipped Magazine: The Public Relations Campaign, Naomi Ratner

Renée Crown University Honors Thesis Projects - All

Zipped Magazine: The Public Relations Campaign is a compilation of public relations efforts created and executed in order to raise awareness about Zipped, the only fashion-focused print magazine at Syracuse University. The campaign involves four components, including the following: first, a media kit in order to provide informational materials to the press and the public; second, social media efforts to create an online presence for Zipped; third, news releases to notify media of happenings and events at Zipped; and fourth, news coverage of Zipped in local Syracuse media.

Cusemycampus Business Plan, Brian Weinreich

Renée Crown University Honors Thesis Projects - All

Many students who arrive at Syracuse wish they knew more of the “inside scoop” in all aspects of the university. With the advent of Web 2.0, the Internet is now mainly dominated by social networking services. The formation and success of companies like Facebook, CollegeHumor, and Twitter show the extent to which students are connected constantly via the Internet throughout the day. One of the key problems with these large websites, such as Facebook and CollegeHumor, is the disconnect between the user and his community. These websites are successful on a large scale, but the niche small scale must be …

A Non-Profit Guide To Social Media How To Build A Presence In The Social Networking World, Laura Voigt

Renée Crown University Honors Thesis Projects - All

Social media and networking platforms have changed the game. Web 2.0 has put the power of the Internet into the hands of the user. Businesses and organizations are no longer the only ones with something to say. This can be daunting for companies and brands, but it can also be brilliant, especially for

Non-profits.

Today, hundreds of millions of people across the globe are online sharing information with friends, family, co-workers, and complete strangers via various social networking platforms. These users share everything from photos and videos to advice and opinions, passing on the information that they deem important to …

Corporate Personhood, Cash's Corruption, And The Role Of Public Relations Leadership, Joonas Niiholm

Renée Crown University Honors Thesis Projects - All

The role of the corporation in today’s society is complex and significant. This paper examines the evolution of the corporation from a narrowly constructed entity to that which resembles a human being in behavior, as a result of social construction. By examining the actions of a corporation through the lens of a human, it hopes to shed light on the profound impact corporations have on our society and the devastation they cause when operating in pursuit of profit above all else. Drawing on current research of Corporate Social Responsibility, a new way to do business that resembles the way an …

Planning Portfolio: The Process Of Strategic Thinking In Advertising, Emily Hicks

Renée Crown University Honors Thesis Projects - All

The purpose of account planning is to develop a strategy that guides the creative executions in an advertising campaign. The development of a strategy includes; in-depth secondary research, primary qualitative and quantitative research, discovery of key findings, and the formation of the creative brief. This thesis explores both the creativity and academic rigor necessary to this account planning process.

The thesis is in the form of a creative portfolio. Each campaign included in the book (State Farm Insurance, Burton snowboards, and Libby’s pumpkin) have been reduced to the most visually and verbally concise form. Every campaign tells a cohesive narrative …

Engagement Opportunities At Syracuse University, Jillian Zarem

Renée Crown University Honors Thesis Projects - All

Hillel at Syracuse University is an organization on campus with the mission of, “Creating a diverse, dynamic, and welcoming Jewish community on the Syracuse University Campus” (“Hillel at Syracuse University,” 2009). Hillel offers a wide variety of programs in order to fulfill the aforementioned mission statement including:

• Leadership Opportunities
• Community Service Experiences
• Cultural and Religious Events
• Educational and Informational Sessions
• Student Facilities including Gym, Kosher Dining Hall, Library, and so on

When exploring Hillel’s various opportunities, there is one program in particular that reaches out to students in a way that no other program has done before.

FreshFest, Hillel’s pre-orientation …

The Changes In The Portrayal Of Women In Cosmetic Advertisements Throughout The 20th Century, Paulina Han

Renée Crown University Honors Thesis Projects - All

Women today have become desensitized to the massive clutter of cosmetic advertisements. In order to compete in the overly saturated market, cosmetic marketers need to start taking a different approach in making cosmetic advertisements appeal to women. The method used for this thesis project was secondary research; past experiments and case studies on women and advertising were examined and analyzed. Many of these were done by psychologists in the field of advertising and organizations and published in places such as the Journal of Advertising Research. Advertising and creative briefs from advertising agencies were also examined, in part, with other work. …

The Effectiveness Of The Dove Campaign For Real Beauty In Terms Of Society And The Brand, Lindsey Morel

Renée Crown University Honors Thesis Projects - All

The following thesis aims to evaluate the effectiveness of the Dove Campaign for Real Beauty. The problem is that of measuring the effectiveness of the Dove Campaign for Real Beauty in a form deeper than numbers. As the campaign held a secondary goal of changing women’s perceptions of beauty, so should the evaluation. Thus, two measures will be employed.

First, the following thesis evaluates the campaigns effect on society by examining how the issue of beauty at large was and is communicated. Data was collected on beauty by drawing from experience, researching eating disorders, and exploring a feminist approach to …

Comm.Unity And The Role Of Public Relations In Nonprofit Community Organizations, Carissa Matthews

Renée Crown University Honors Thesis Projects - All

Nonprofit community organizations need solid public relations strategies and communications skills to accomplish an array of objectives, ranging from fundraising to increasing awareness to changing public opinion. Not only do many students attending Syracuse University possess these skills, but these individuals are also ready and willing to help nonprofit organizations because they would like to make a difference in the community, as well as add real-life work experience to their resumes and portfolios. Because of these facts, Communications for the Community (comm.UNITY) was created in October 2007 with the mission of connecting students with nonprofit organizations to help them create …

Rationale And Proposal For The Establishment Of A Consumer-Behavior Curriculum And Research Institute At Syracuse University, Carolyn Meitzner

Renée Crown University Honors Thesis Projects - All

This thesis project was inspired by a course formerly offered by the Department of Psychology at Syracuse University, which has not been offered since at least 2006 – PSY 377: Consumer Behavior. Circumstances – including that the professor who taught the course left the university and that the Department of Psychology is uncertain about the volume of student interest in the course – led to PSY 377 being taken off the time schedule indefinitely, though it remains in the course catalog. The timing of the course’s cancellation is especially unfortunate, given that revolutionary changes in consumer behavior have occurred over …

Goldin Ceramics: Website As Primary Advertising Vehicle For Small Business, Alfiya Mukhutdinova

Renée Crown University Honors Thesis Projects - All

I wanted my Honors Capstone Project to capitalize on the combination of advertising, design, and website-building skills I have gained both inside and outside of the classroom during my time atSyracuseUniversity. I wanted the chance to apply my conceptual knowledge as well as my knowledge of advanced design and website software to an actual client with measurable results. I decided to tackle the challenge of creating a new website for my aunt’s small business, Goldin Ceramics. Since Olga’s only method of advertising is in-person at craft shows that she attends roughly once a month, her website plays a crucial role …

Creative Television Promotion, Kristina Quinlavin

Renée Crown University Honors Thesis Projects - All

The advertising world is a place focused on research, brand identity, and creativity, all of which combine to achieve one seemingly simple goal: to convince the consumer to purchase a specific item. It is often a difficult enough challenge to persuade a buyer that a product is worth her money, but there is one product category that demands something much more valuable than any price tag cost. This category requires its advertising to create a personal bond with the consumer; to welcome it and want it in her life. What is this audacious sounding product that charges something greater than …

A Quantitative And Qualitative Analysis Of The Use Of Sex In Advertising In American And British Women’S Magazines, Kathleen Ruddy

Renée Crown University Honors Thesis Projects - All

Sex and decency in advertising is an international issue, and different nations allow different degrees of sexually explicit material (Boddewyn, 1991). This study compares the use of sex in advertisements in American and British editions of Cosmopolitan, Elle, Glamour, and Marie Claire. The degree of sexual content in the advertisements was analyzed using measures of nudity, sexual behavior, sexually attractive models, sexual referents, and sexual embeds. The variables of nudity and sexual behavior were examined in a content analysis, and the variables of sexual attractiveness, sexual referents, and sexual embeds were examined in a qualitative analysis. Analysis of variance between …