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Articles 1 - 14 of 14
Full-Text Articles in Public Relations and Advertising
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene Dickey, William Lewis, John Vanbeveren
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene Dickey, William Lewis, John Vanbeveren
Irene J. Dickey
Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.
Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene Dickey, William Lewis
Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene Dickey, William Lewis
Irene J. Dickey
This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …
Advertising Strategy: Creative Tactics From The Outside/In, Jean Grow, Tom Altstiel
Advertising Strategy: Creative Tactics From The Outside/In, Jean Grow, Tom Altstiel
Jean Grow
Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top …
Recapturing Our Minds, Reclaiming Higher Learning: A Review Of R. P. Keeling’S And R. H. Hersh’S “We’Re Losing Our Minds: Rethinking American Higher Education”, Brandon Hensley
Brandon O. Hensley
Situating their conversation within a growing weltanschauung that the world is becoming “flat" and intellectual capital is integral to a changing globalized marketplace with emerging superpowers, Keeling and Hersh (2012) lay forth a bold claim in We’re Losing Our Minds: undergraduate education in the U.S. is sapping minds because learning is no longer the primary focus or essence of colleges and universities. “Intoxicated by magazine and college guide rankings, most colleges and universities have lost track of learning as the only educational outcome that really matters” (p. 13). The authors advance that this systemic crisis, though well documented (even before …
Advertising Creative: Strategy, Copy & Design, Tom Alstiel, Jean Grow
Advertising Creative: Strategy, Copy & Design, Tom Alstiel, Jean Grow
Jean Grow
No abstract provided.
Introduction; Becoming A Literary Trust Agent, Lisa Russell
Introduction; Becoming A Literary Trust Agent, Lisa Russell
Lisa M Russell
Social Media in Context: Writers Explore the Marketplace brings the world of social media to a practical level, exploring it through the experiences of resourceful entrepreneurs and established corporations, novice users, and expert consultants. Addressing and going far beyond the use of Facebook and Twitter to reach consumers and build professional relationships, Social Media in Context illustrates how marketers and public relations professionals can: • meet and engage potential audiences through interactive location-based marketing • boost employee productivity by injecting corporate intranets with social media in order to streamline communication • help transform society by creating and participating in niche …
Student Perceptions Of Public Relations And Journalism: A Pilot Study Of Attitude Shifts Through Curriculum Innovation, Bernard Mccoy, Jerry Renaud, Adam Wagler, Amy Struthers, John Baker
Student Perceptions Of Public Relations And Journalism: A Pilot Study Of Attitude Shifts Through Curriculum Innovation, Bernard Mccoy, Jerry Renaud, Adam Wagler, Amy Struthers, John Baker
Bernard R. McCoy
Journalism and Public Relations have had a long and often contentious relationship. It is rare when journalists and advertising/PR specialists work well together in the real world. It is equally rare when advertising, public relations and journalism students work together as part of their classroom education. This pilot mixed methods study explored the perceptions journalism and public relations majors had about each other’s professions. The experimental group was comprised of 40 journalism and public relations majors who worked together covering a national event in an immersive college class. The control group included 68 students who participated in a more traditional …
Girls On Screen: How Film And Television Depict Women In Public Relations, Jane Johnston
Girls On Screen: How Film And Television Depict Women In Public Relations, Jane Johnston
Jane Johnston
This paper explores how women in public relations have been depicted in the popular culture forms of film and television. With some reference to early screen depictions, it focuses primarily on film and television from the past two decades, analysing women in a variety of public relations roles in the 1990s and 2000s. The study looks at nine leading television series and movies from the United States and United Kingdom to examine how women in public relations are portrayed, and also collates the data from previous studies to develop a profile of how depictions have changed since the 1930s. Primarily, …
"Selling Sin" In A Hostile Environment: A Comparison Of Ukrainian And American Tobacco Advertising Strategies In Magazines, Olesya Venger, Joyce Wolburg
"Selling Sin" In A Hostile Environment: A Comparison Of Ukrainian And American Tobacco Advertising Strategies In Magazines, Olesya Venger, Joyce Wolburg
Joyce Wolburg
Given that “sin” products must navigate different regulatory environments, it is important to compare cigarette advertising across cultures. Using text analysis, this study examined the message strategies and the ideological beliefs in cigarette advertising in American and Ukrainian magazines within the context of their different regulatory environments. The messages across the two countries differed in their use of creative appeals to ego, social needs, and sensory pleasure as well as their adherence to regulation. Many of the Ukrainian campaigns were reminiscent of earlier American campaigns and offer unique comparisons of cultures that are at different places historically, economically, and ideologically.
Connections Between Lobbying, Public Relations And Advocacy, Kati Berg
Connections Between Lobbying, Public Relations And Advocacy, Kati Berg
Kati Berg
The article by Dr. Berg examines the communication and public relations activities lobbyists are involved. Findings suggest that many lobbyists, like many public relations practitioners, do think about their role as one of advocacy. The paper also notes some of the contradictions and limitations of using the term advocacy as a way of describing many communication activities.
Teaching Ethics With The Help Of Hollywood, Kati Berg
Teaching Media Ethics At The Graduate Level, Kati Berg
Teaching Media Ethics At The Graduate Level, Kati Berg
Kati Berg
No abstract provided.
A Plea For Pr Ethics Research, Kati Berg
Fashion And The College Transition: Liminality, Play, And The Structuring Power Of The Habitus, Mark Rademacher
Fashion And The College Transition: Liminality, Play, And The Structuring Power Of The Habitus, Mark Rademacher
Mark A. Rademacher
Fashion has long been a signifier of social divisions within the education system as well as society at large. This paper seeks to examine how young people’s use of fashion varies in two distinct social milieus – the high school and college peer cultures. Interviews with 19 college freshmen were conducted to ascertain how fashion contributed to, or hindered, social divisions within each milieu. While informants recognized numerous social divisions marked by fashion choices within the high school milieu, during their initial weeks on campus no social divisions were identifiable. In this new milieu it appears fashion contributed to a …