Social and Behavioral Sciences Commons^™

The Role Of Narratives In Eliciting Strong Audience Response To Emotional Commercials, Brooks Jessica

Communication Studies

Let’s face it; crying during movies will always be a bit embarrassing even if the movie is worthy of shedding tears. But crying during a commercial is almost humiliating. Surprisingly, it happens. Commercials from the last few years have caused that very reaction among some audience members. These commercials, built on emotional appeals, contain narratives that cause the audience—in one to three minutes—to feel like part of the world created by the advertiser or rhetor. In a day and age where it is easy to skip an ad, advertisers are turning to the use of narratives as a way to …

Innovative Dance Music Productions: Social Media Marketing Campaign, Savannah M. Smith, Julia P. Melmon

Communication Studies

No abstract provided.

Rock The Runway Event Proposal, Jamie R. Foxen, Hayley Silva

Communication Studies

EVENT OVERVIEW

We will host a fundraiser to raise money for the non-profit Do It for the Love, by putting on a concert and fashion show. The concert and fashion show not only represent our passions, but will be an effective way to raise as much money as possible while making it an enjoyable experience for our guests. We will have 15-20 silent auction items for guests to bid on. Additionally, we hope to generate funds from the sale of Sextant wine by the glass at the event. This event will be a perfect and unique way to bring together …

The Effects Of Time Spent On Rapport Building: A Predictive Analysis Of A Higher Education Call Center, Alyssa L. Crary

Communication Studies

The forming of a relational connection between a caller and prospective donor in telephone fundraising is a vital step in successful engagement of charitable participation. This study aimed to fill a gap in current fundraising research by analyzing the direct connection between time spent building rapport and fundraising success. Data from a higher education call center in the Western United States was used to conduct a standard linear regression analyses. The amount of time spent building rapport was found to significantly influence payment type and amount of a philanthropic donation. A greater amount of time spent building rapport lead to …

Beneath The Surface Dive And Beach Cleanup Festival, Megan Van Hamersveld

Communication Studies

No abstract provided.

Lust For Lulu: An Examination Of Lululemon Athletica's Marketing Authenticity And Branding, Sara Sousa

Communication Studies

Lululemon Athletica, a brand built upon the values of balance, harmony, and culture, has one of the most unique and modern methods of advertising of any retailer today, but sometimes being unique can either elevate a brand or bring it down in flames. The brand has experimented with many different advertisement campaigns as a way to engage consumers and promote a lifestyle; some have proven successful while others have stirred up controversy and turmoil for the brand. Honesty and authenticity are not only traits valued as human characteristics, they are also highly valued in the marketing and advertising realm. Marketing …

A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst

Communication Studies

This paper offers a close reading analysis of Bud Light's PacMan Super Bowl commercial to uncover what rhetorical strategies are employed to appeal to the millennial generation. It discusses three main strategies: creating a "real" experience, nostalgia marketing, and emphasis on the "experience."

"Up For Whatever": A Close Reading Of Anheuser-Busch Superbowl Advertisement, Jamison Jordan

Communication Studies

No abstract provided.

Ocbf Fundraising Handbook, Clare Devlin

Communication Studies

This project was created to help the Orange County Bar Foundation, a non-profit organization, enhance its communication with its stakeholders. Task messages in a handbook give instructions stipulating how the Foundation staff could be more persuasive at the Foundation's annual golf tournament, and get more golfers to enter their sweepstake. The handbook is informed by persuasion theories such as the door-in-the-face theory, reciprocity theory, and supply and demand theory.

Cal Poly Open House: An Application Of Communication Principles, Jillian Syftestad

Communication Studies

No abstract provided.

A Study Of The Effect Of Product Placement In Television Shows And Its Influence On Consumer Behavior, Danielle Patton

Communication Studies

This study investigated the use of product placement in television shows as a catalyst for product purchasing behavior. It was hypothesized that television viewers would be more likely to purchase a product seen through a product placement in a television show than in a commercial advertisement. Furthermore, it was also hypothesized that viewers would be more influenced to buy a product if they saw a favored television character interacting or promoting the product. These hypotheses were tested by running a bivariate correlation to determine the correlation between television viewing and purchasing habits, a paired sample t-test to determine whether there …

Promotion And Visibility For The Online Rebirth Of Moebius, Amanda Gonzalez

Communication Studies

An application-based senior project involving the promotion and visibility of Moebius, the College of Liberal Arts' online scholarly journal. The purpose of this project was to effectively plan and execute a public relations campaign to raise awareness of Moebius to the Cal Poly community, as well as to promote the launch of its website, aiding in the successful transition from print to web.

The Promotion & Visibility team consisted of Communication Studies Seniors Amanda Gonzalez and Lily Gonzalez (both of which using the campaign as a senior project), and Corrina Powell, sophomore Graphic Communication major.

The entire Cal Poly …

A Quantitative Survey: Are Twitter Advertisements Effective For College Students?, Christia J. Brockman

Communication Studies

Social Media websites are rapidly being overrun by advertisements, but is this blitz of advertising destroying the social media experience? Twitter, one of today’s most popular social media sites, increased its revenues from $45,000,000 in 2010 to $259 million in 2013. This exponential growth is surprising given the large portion of Twitter users who are between the ages of 18 to 25 with lower annual incomes. In analyzing whether advertising on Twitter is effective on college students, statistical results from a survey conducted among college students at California Polytechnic State University, San Luis Obispo, reveal that Tweeters in this sample …

'Moebius': Groundwork For Promotion & Visibility, Kanika Laroia

Communication Studies

A record of the planning process for the transition of Moebius, the College of Liberal Arts literary journal, from a publication to an online website. Includes materials for future public relations and outreach efforts by the Moebius team.

Flavor Of Slo 2012: An Application Of Communication Principles In Event Planning, Allison Sasscer

Communication Studies

Flavor of SLO is a fundraising event put on by Cal Poly students to raises thousands of dollars to benefit the local non-profit United Way. In the almost year long process of planning and implementing the event, the basics of small group, persuasion, and organizational communication played a part of the shaping and execution of the event. This paper recounts how various aspects of the communication discipline played a part in making the event successful and how it contributed to achieving the goals of improving education, income and health for San Luis Obispo County.

Flavor Of Slo 2012: Applying Concepts From The Communication Discipline To The Marketing And Execution Of A Local Event, Courtney Keiko Ai Hua Wen

Communication Studies

No abstract provided.

A Study On Facebook Advertisement Strategies: Facebook Wall Posts Promote Higher Response Than Private Messages, Bria Park

Communication Studies

In this study, I focused on whether Facebook wall posts or private messages create a higher response rate from the receivers. First, I explain the background of internet communication and how certain strategies have created higher response in the past. Then, I present my method for discovering whether wall posts or private messages are more efficient in gaining response. Lastly, I reveal my results and discuss both what I could’ve done better to create more precise results and how this experiment is beneficial for modern day advertisement companies.

Personal Branding For Professional Success (Brand Development For Communication Studies Students), Breeana J. Kelly-Slatten

Communication Studies

No abstract provided.

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.

International Career Conference 2011, Candice Ryann Powell

Communication Studies

As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.

Wine Advertising To The Millennial Generation, Jessica R. Luke

Communication Studies

No abstract provided.

Cubesat Developers' Workshop 2010, Tracy Owens, Ryan Race

Communication Studies

This project is the narrative component of the 7th Annual CubeSat Developers' Workshop 2010 planning process. It reviews the steps and team dynamics over the seven months spent coordinating the conference for the Aerospace Department. It was the first time that students from the Communcation Studies Department were brought in to help with the event, and the gap between the College of Liberal Arts and the College of Engineering was bridged.

Image Restoration In Major League Baseball: An Analysis Of Apologia Strategies During The Steroid Era, Shareef C. Stratton

Communication Studies

No abstract provided.