Communication Technology and New Media Commons^™

The Digital “Lure”: Small Businesses And Pokémon Go, Jordan Frith

Publications

Most of the discussion about Pokémon Go has focused on the end-user and the playful nature of the game. Experts have mentioned the game’s commercialism, but they have done so mostly by talking about the data collection practices of the app developers. This commentary piece takes a different approach by examining how businesses have used Pokémon Go’s “lures” to attract foot traffic. The main goal of the article is to show how the ludic, digital wayfaring of location-based games can be used by individual places to attract players. While the focus is on business owners, I will also address …

Mcv Wines Social Media Marketing Campaign: Successfully Marketing Wine To Millennials, Dillon Payne

Journalism

The following study investigates how to develop a commercial on a social media platform in order to advertise a product to millennials – in this study, wine is the product. The number of consumers is increasing as each year more and more millennials become 21 years old, thus being able to be the next and newest consumer of the wine industry. The campaign’s focus was to create a wine commercial for a tasting room called MCV Wines and market it on social media to see if millennials would be interested in purchasing wine after seeing the commercial. Withscholarly research, the …

Web-Based Media Literacy To Prevent Tobacco Use Among High School Students, Jane S. Phelps-Tschang, Elizabeth Miller, Kristen R. Rice, Brian A. Primack

Journal of Media Literacy Education

Facilitator-led smoking media literacy (SML) programs have improved media literacy and reduced intention to smoke. However, these programs face limitations including high costs and barriers to standardization. We examined the efficacy of a Web-based media literacy program in improving smoking media literacy skills among adolescents. Sixty-six 9th grade students participated in a Web-based SML tobacco education program based on health behavior theory. Pre- and post-test assessments demonstrated statistically significant changes in the primary outcome of total SML as well as each of the individual SML items. However, there were inconsistent changes in other theory-based outcomes including attitudes and normative beliefs.

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; …

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

Communication Studies

No abstract provided.

Puppets On A String? How Young Adolescents Explore Gender And Health In Advertising, Deborah L. Begoray, Elizabeth M. Banister, Joan Wharf Higgins, Robin Wilmot

Journal of Media Literacy Education

This article presents qualitative research on young adolescents’ abilities in communicating and evaluating health messages in advertising especially how they understand and create gendered identities. A group of grade 6-8 students learned about media techniques and movie making. In groups divided by gender, they created iMovie advertisements for health activities in their school. They represented themselves in these advertisements by creating stick puppets. Observations during lessons, examination of movies and puppets, and interviews with students and their teacher revealed that young adolescents were neither completely manipulated by media nor were they completely in charge of their responses to media’s messages …

Teaching About Propaganda: An Examination Of The Historical Roots Of Media Literacy, Renee Hobbs, Sandra Mcgee

Journal of Media Literacy Education

Contemporary propaganda is ubiquitous in our culture today as public relations and marketing efforts have become core dimensions of the contemporary communication system, affecting all forms of personal, social and public expression. To examine the origins of teaching and learning about propaganda, we examine some instructional materials produced in the 1930s by the Institute for Propaganda Analysis (IPA), which popularized an early form of media literacy that promoted critical analysis in responding to propaganda in mass communication, including in radio, film and newspapers. They developed study guides and distributed them widely, popularizing concepts from classical rhetoric and expressing them in …

How Not To Get Lost In The Shuffle: Producing The Most Effective And Eye-Catching Press Release, Erica Derrico

Journalism

The following study investigates how to produce the most effective and eye-catching press release on a national level for Summit Outdoor Supply (S.O.S). Winter quarter of 2014, my partner and I worked on a local campaign for S.O.S., using traditional text-based press releases to get media coverage. Although we did see some success with the traditional press release, there were often times our releases would get lost in the shuffle of the many releases that media outlets received each day. My goal with this project is to learn how to produce a press release that will get noticed out of …

Facebook: A Marketing Tool For Small Business, Michaela Willer

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

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 …

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 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 …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

Sweetness And Strength: Codes Of Femininity And Body Image In Branded Social-Networking Messages And Consumer Responses, Anne M. Holcomb

Masters Theses

This study critically analyzes visual and text updates posted by two clothing brands to the social-networking site Facebook.com, including consumers' interaction with these marketing messages. A semiological textual analysis was conducted using Facebook updates by the Victoria's Secret PINK and Nike Women apparel brands, and the responses of fans who subscribed to these updates. Advertising aimed at women in print media has previously been analyzed in this way, revealing patterns of sexualization and objectification that can be harmful to women and men alike. My analysis builds on this tradition. Social-networking sites such as Facebook allow individual users unprecedented access to …

Social Media: Changing Advertising Education, Deborah A. Lester

Faculty Articles

Creating an academic assignment that closely parallels an advertising agency's real world business experience is a challenge, but social media has destroyed many of the barriers that historically limited media options and completion of advertising plans. Because digital media is cost effective and easily used, commercials, videos, podcasts, and multimedia messaging can be filmed, edited, and broadcast, within the time frame of an advertising course This article presents an applied advertising project that incorporates YouTube, Flicker, MySpace, Face book, Twitter, Linkedin, Ning, Tagged, Google +, and other online social networking sites as the foundation for an integrated marketing communication strategy. …

Print Magazines: Linking To The Digital World, Stephanie Swartzlander

Graphic Communication

This study will show how magazines and their advertisers are using print to send their readers to digital sources of information. Placing URLs, QR codes, promoting Facebook/Twitter and mobile/iPad apps are becoming very popular ways to advertise products and services. Print magazines are utilizing these trends to link their readers from the print to the digital world and are reaping the benefits.

Seven different magazines were analyzed in this study. In studying the trends from 2008 to 2011, it is obvious that magazines and their advertisers want readers to expand their scope of knowledge by visiting their digital counterparts for …

Advertising In Online Social Networks: A Comprehensive Overview, Silvia Stockman

Honors Scholar Theses

This paper examines characteristics of online social networking sites and their implications on advertising. The application of well known interpersonal and mass communication theories to the field allows for an in-depth look at behavioral cues and responses. The interactivity inherent in sites like Facebook, MySpace, YouTube, and in other forums encourages advertisers to tap into engaging their consumers. Types of targeting and the success of word of mouth referrals are examined, as are many of the common stumbling blocks. To better understand the potential versus the problems, we conclude with an analysis of return on investment.

Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney

Business Faculty Articles and Research

This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …

How Does Advertising Articulate The Tropes Of The Posthuman That Exist In Contemporary Culture?, Norah Campbell

Doctoral

The posthuman is a concept that has accrued much currency in disciplines as diverse as legal theory, artificial life science and philosophy. This thesis explores the meaning of the concept by initially examining what it means to be human, finding that art and science have so far failed to provide a long-lasting definition of humanness. Instead of a temporal “coming-after” stage of humanity, posthumanism might be more usefully seen as a concept that draws attention to the cracks that have always existed in the apparently water-tight description of the human- how the “human” has changed radically and continues to change …

Mtv: Sounds Of A Generation, Amanda Evens

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

College Students' Media Consumption And Their Voting Habits, Peggy Anne Prudhomme

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Crossing Offline And Online Media: A Comparison Of Online Advertising On Tv Web Sites And Online Portals, Louisa Ha

School of Media and Communication Faculty Publications

This paper presents findings of a study comparing the advertising on the web sites supported by offline media and on the dot.com media that only have online presence. The study analyzes the advertising strategies of leading U.S. TV networks' web sites and online portals, which respectively represent web sites with strong offline media support and web sites with no offline media counterparts respectively. TV networks' advertising strategies were identified based on a spectrum of brand extension and brand integration strategies. The results show that even with the strong offline support of the TV networks, TV web sites are much more …