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Advertising and Promotion Management
College of Journalism and Mass Communications: Faculty Publications
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Full-Text Articles in Public Relations and Advertising
Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann
Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
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; …
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
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 …