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"Operation Red Campus”: An Experimental Analysis Of Crnc Advertisements Targeting The Millennial Generation, Ellen Mullee Schmidt
"Operation Red Campus”: An Experimental Analysis Of Crnc Advertisements Targeting The Millennial Generation, Ellen Mullee Schmidt
LSU Master's Theses
Using an experimental survey design, this study evaluated an advertising campaign developed by the College Republican National Committee targeting Millennials in the 2014 midterm elections. Three particular advertisements from “Operation Red Campus” were selected and tested using a pre-survey and two post-surveys. Due to data constraints, only the results of the first post-survey were used in this analysis. This campaign was designed in response to the Republican Party’s continued problems of low youth turnout and poor party perceptions. This thesis analyzes the effectiveness of the strategies employed by the CRNC to target 18-24-year-olds with this campaign, adding to the limited …