Social and Behavioral Sciences Commons^™

The Influence Of Female Creative Directors On Women Entering Advertising, Rachel Long

Honors Theses

In 2012, only 3 percent of creative directors in advertising were women. Today that ratio has reached more than 11 percent and is on the rise in hopes to reach 50 percent. This ascent has been encouraging for me personally; I would love to take part in a movement for greater diversity in the industry, and I feel fortunate and thankful for the women who got it started half a century ago. But beyond the women leading the ad industry, how is this rise helping young women preparing to become creatives and project managers? How does this movement translate beyond …

Trendjacking: A Social Justice Analysis, Rachel Finnegan

Honors Theses

The purpose of this paper is to look at the intersection of trendjacking and social justice within five specific advertisements targeted at an American audience from well-known brands. A variety of success in utilizing this intersection is presented and explained through an analysis of the advertisement, people highlighted, the brand’s financial giving and history, social media response, etc. The five brands examined are Pepsi, Dove, Nike, Airbnb, and Levi’s.

To successfully utilize social justice trendjacking, brands must be genuine and specific with their message, be prepared to explain their reasoning for their decisions, have the advertisements checked by many people …

Developing The Next-Generation Don Draper, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

Technology and the proliferation of data have transformed the advertising industry. Those with digital and analytical skills are now more employable than those with “traditional” advertising skills. At the same time, colleges and universities face increasing emphasis on job placement rates. Are advertising programs providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s “next-generation Don Drapers” must be fluent not only in creativity and big ideas but also in analysis and Big Data.

Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis

Honors Theses

With decreasing budgets and increasing political tensions, universities in the United States are embracing broader and more creative efforts to reach prospective international students. For such universities, international students are a lucrative recruitment population because they bolster enrollment numbers and tuition revenue while diversifying student bodies. Previous studies have shown that much university marketing to international students is deficient and of little use in helping prospective students make informed decisions (Baldwin & James, 2000), yet information search is a key element of buyer decision models (Beatty & Smith, 1987) as students evaluate educational options. This study sought to see, then, …

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play in …

To Thrive In Today’S Marketing Landscape, Embrace Schizophrenia!, Rishad Tobaccowala, Valerie Jones

College of Journalism and Mass Communications: Faculty Publications

We are entering the third connected age, powered by deep connectionsamong data, interconnected and Internet-connected objects, and engag-ing, immersive communication. Communication and media are undergoingradical transformations–influenced by artificial intelligence, the Internet ofThings, virtual and augmented reality, and voice-powered devices–and asa result, the advertising landscape is transforming as well. Brands connectdirectly with consumers, built on rich, data-driven relationships. As theway brands are built changes, so must the skill sets and approachesneeded for building and advertising brands. We outline a new model forsuccess and discuss future challenges and opportunities for academics, stu-dents, and professionals, to thrive.

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

The Fuzzin' Facts, Rebel Alliance, Mitch Ohnstad, Rebekka Erks, Erin Prohaska, Ryan Mueksch, Rachel Foehlinger, Laura Bergen, Sean Davis

College of Journalism and Mass Communications: Student Advertising Projects

The challenge for this campaign is to expose the facts about sexual health and safe sex practices in a light-hearted manner in order to make it a more comfortable topic to talk about so that more people understand the need to get the facts, get tested and get involved to help prevent the spread of sexually transmitted diseases in Nebraska.

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Talk. Act. Thrive. (You)Nified, Amitynine, Amy Okell, Cristina Petrisor, Dayton Stange, Connor Schulte, Amanda Schmidt, Courtney Sehn, Brandon Weeldreyer, Colin Burt, Anh Thoai Dinh

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

A Professional Project Surveying Student-Run Advertising And Public Relations Agencies At Institutions With Acejmc Accredited Programs, Allison M. Busch

College of Journalism and Mass Communications: Theses

A student-run agency is a valuable opportunity for advertising, marketing, and communication students to build experience, add to resumes, and apply their classroom knowledge to real-life situations. The opportunity to work with clients outside of the classroom helps students to develop skills that will set them apart later in their career search.

A student-run advertising agency essentially functions as a true advertising or PR agency does, with a few primary differences. Associated with a particular university, and usually under the guidance of one or more faculty advisors, the agency processes, clients, and projects are managed by the students involved. Depending …

The Effect Of Advertising-Focused, Short-Term Study Abroad Programs On Students’ Worldviews, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Global employers in the advertising industry are increasingly interested in hiring students with intercultural communication skills and cultural experience. While the benefits of long-term study abroad programs are well documented, this study focuses on advertising-specific, short-term study abroad programs. The purpose was to explore the effectiveness of such programs on students’ worldviews using a mixed methods design. The results show that students displayed lower levels of ethnocentrism after participating in short-term, advertising-focused study abroad programs. In addition, five qualitative themes emerged: an awareness of and appreciation for the out-group, an increased awareness of the in-group, the importance of communication, a …

Adnews Fall 2009, Stacy C. James

College of Journalism and Mass Communications: Faculty Publications

This is the Fall 2009 edition of the AEJMC's (Association for Education in Journalism and Mass Communication) Advertising Division AdNews newsletter. It features information, articles and images of Ad Division members at the annual summer convention as well as other events throughout the year. The newsletter comes out three times a year.

Overexposed: Issues Of Public Gender Imaging, Pamela K. Morris

College of Journalism and Mass Communications: Faculty Publications

Make no mistake—it is popularity that makes pop culture important. And it is the powerful visual imagery of advertisements that helps define the largely artificial construction we call gender. Sex-role stereotyping and gender representations are typically studied in content analyses of television and magazine advertisements. Less common are investigations into outdoor advertising, a medium that is ubiquitous and the most democratic—everyone has equal access to visuals. This essay calls attention to and offers insights on advertisements in our outdoor visual space, focusing on gender representations. Capturing and analyzing these ephemeral images can show how they influence how we feel, think, …