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Full-Text Articles in Public Relations and Advertising
Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Honors Theses
Previous research has suggested that targeted online advertising is more effective when users have a preexisting interest in a product or service. While technology now allows marketers to track the demographics and behaviors of potential customers, the current research examines online ad-perception at an individual level, specifically focused on differences in need-for-cognition. Participants were asked to read a short online news article and were randomly assigned to view a webpage containing either gender-neutral or gender-targeted advertisements. While it was predicted that advertisement recall would be stronger for targeted than non-targeted advertisements, no such association was found. Additionally, advertisement recall did …
Managing The Credibility Of A Nonprofit Organization In The Face Of Unexpected Publicity, Regan Crowell
Managing The Credibility Of A Nonprofit Organization In The Face Of Unexpected Publicity, Regan Crowell
Honors Theses
Ethical conduct of a nonprofit organization was suspected to impact the credibility of the organization as perceived by its stakeholders. This study uses secondary research for three nonprofit organizations in order to gain a closer look at the ethical issues of compensation, conflicts of interest, and the combined issues of accountability and strategic management. The nonprofit organizations discussed are United Way, Susan G. Komen, and The ALS Association. Each faced unexpected publicity, either positive or negative, and managed the organization’s credibility through dealing with one of the named ethical issues. Based on the case studies conducted for the three nonprofit …