Public Relations and Advertising Commons^™

#Pawnderadoption Creating A Public Relations Campaign To Increase Adoption Rates Among Shelters In The United States, Hannah Allison

Honors Capstone Projects - All

Pet overpopulation has been a national issue for years. With thousands of unwanted stray cats and dogs found on the streets annually, local shelters are doing their best to rehabilitate and rehome animals. However, funds and resources are limited, and communication efforts are poor. Animal shelters need to begin to focus on public relations efforts in order to boost identity within their local communities. The purpose of this research was to discover what inherently goes into developing a comprehensive, successful public relations campaign. This study specifically focused on the following research questions (a) what makes a public relations campaign successful? …

Petals Of Remembrance: An Applied Pr Campaign For The Syracuse Abroad Centers In Relation To The 30th Anniversary Of The Lockerbie Air Disaster, Hannah Butler

Honors Capstone Projects - All

This thesis uses applied public relations research and tactics to develop, coordinate, and implement a global campaign in partnership with Syracuse University Abroad and the 30th Anniversary Committee to remember the lives of the 270 victims lost in the Lockerbie Air Disaster during the 30th anniversary year. In addition to outreach, promotion, and evaluation, this campaign primarily took the form of a global rose-laying ceremony that occurred across the world during the week of October 27-November 3, 2018 at various Syracuse University Abroad Centers. Using global public relations tactics, strategic planning, and event management, this project explored the strengths, weaknesses, …

Public Relations Research: Syracuse University Catholic Center, Christina Dipietro

Honors Capstone Projects - All

The Syracuse University Catholic Center (SU Catholic Center) is a Catholic organization, offering students, faculty and staff at Syracuse University with spiritual guidance and support. A primary concern of the organization is the limited presence, and lack of identity, the organization has on the Syracuse University campus. Although the organization serves many publics, this report focuses on increasing attendance and awareness among the students on the Syracuse University campus. I conducted a detailed research report to gain insight on where the SU Catholic Center can improve its communication tactics to help increase attendance, and therefore boost identity among students. I …

Coffee Powerhouses: Utilizing Pr And Marketing, Laina Pisano

Honors Capstone Projects - All

Over the past few decades, a cup of morning coffee has transformed from a simple supplement, with cream and a dash of sugar, to a daily necessity, luxury and investment. In fact, consumers spent over $74.2 billion on coffee in 2015 alone (The Economic Impact of the Coffee Industry, 2016). Within this billion-dollar industry, a combined 4.3 billion cups are purchased from two coffee powerhouses, Dunkin’ Donuts and Starbucks Coffee (Lepore, 2011). These industry tycoons can be found brewing beans all day long, serving their daily out-the-door lines of loyal, eager customers. This capstone will take readers on a journey …

Find It In Football: An International Marketing Plan For Young Women, Melanie Michelle Holohan

Honors Capstone Projects - All

What follows are multiple components of a creative advertising project. While this work relies heavily on research, it was a very creative process. The premise of this work is an integrated marketing campaign that utilizes my two majors: international relations and advertising, combined with my love for sports. Using primary and secondary research, I found that the benefits that sports have on child development are huge (Humphrey, 2003). I narrowed my sport choice down to soccer and my target down to young women. I wanted to focus on Islamic states because, at least by American standards, Muslim women are often …

Public Relations And Promotion In Film: How It’S Done And Why It’S Important, Timothy Cheng

Honors Capstone Projects - All

Films have been huge revenue drivers in the entertainment industry. However, not all films succeed with high profit margins. Success can be contributed to aspects such as the writing, the production quality, or the acting within a film. These aspects contribute to how audiences, critics and media receive a movie. Unfortunately, these aspects typically overshadow one of the most important functions contributing to a film’s success: promotion and public relations.

For my capstone, I researched how films are promoted, branded, and distributed through public relations functions. Research largely relied on secondary research, with primary research added for deeper concepts. After …

A Sinking Ship: An Extensive Crisis Communications Case Study Of Carnival Cruise Lines, Amanda Ryann Michelson

Honors Capstone Projects - All

This paper examines the problem that Carnival Cruise Lines (Carnival), a famous cruise ship line for vacationing, continues to endure crisis situations yet fails to take the appropriate actions for rectification.

It is common knowledge within the public relations field that a crisis can make or break the sustainability of a successful organization. It is for this reason that it is necessary for professionals to analyze past events within a company’s history in order to improve its relationships with its stakeholders to keep the business afloat.

This study focuses on three major incidents. The first one involves a fire in …

Researching Campaign Materials For Ellie Mia Boutique, Mariann Yip

Honors Capstone Projects - All

Before you spend thousands of dollars on a public relations campaign, it is important to test the campaign materials to a sample population to see what their thoughts and opinions are. Using their feedback, you are then able to tailor the information in a more effective way, thus, creating and launching a successful campaign that accomplishes all of your goals and objectives.

Ellie Mia is a fashion boutique located on Marshall Street in Syracuse, N.Y. This capstone project explores the PR branding methods of the store to increase awareness of its existence, to augment store traffic and business and to …

Capstoned: Advertising Research, Account Planning, And The Development Of A Marketing Plan For Recreational Marijuana In Denver, Co, Erica Clapp

Honors Capstone Projects - All

One of the hottest current issues in the United States among politicians and many other groups of citizens is the legalization of recreational marijuana. This issue has a long history, and it has constantly resurfaced in the media for years. However, the recent attention being given to recreational marijuana legalization is not going to die down anytime soon, for landmark progress has been made in this area. On November 6, 2012, Colorado Amendment 64 was passed, implementing a statewide drug policy for cannabis. Consequently, Colorado has taken a revolutionary step that marks the first electoral decision to legalize marijuana in …

Beaver Professional Public Relations Research Case Study, Francheska Munoz

Honors Capstone Projects - All

This research study combines public relations and marketing to examine how women think about buying hair products. Using Beaver Professional, a hair care company, as the client, this study incorporates different methods of research to understand what factors affect which products women buy and where they go to buy them. This study also examines how salons think about selling hair products to their customers and where they go to shop or find the products for their salons.

Advertising In The Super Bowl: Worth The Cost?, Avi Steinbach

Honors Capstone Projects - All

The Super Bowl has long been considered an unofficial American holiday. Advertisers look at this day as their Christmas – a day when the audience looks forward to commercials. Because of the immense value that a Super Bowl spot holds, there is an equally high price tag to pay for a spot.

The original question posed in this thesis was: Is a Super Bowl advertisement worth the cost? After diving into countless articles arguing both sides and looking at companies’ successes and failures, it became clear that the wrong question was being asked. Rather than thinking about all companies, the …

What’S Gender Got To Do With It? How Client Gender Influences Public Relations Practices And Crisis Management Strategies, Tiana Rojas

Honors Capstone Projects - All

Media leads gender stereotyping. Consumers of media internalize messages of gender put forth by the media, thus shaping their attitudes and expectations of gender. This paper focuses on gender and how it influences public relations (PR) practices and crisis management strategies, specifically in entertainment PR. This is a subject that has yet to be explored. Utilizing primary, secondary and quantitative research methods, I hope to answer my research question: how does client gender influence PR strategy? To test my research question, I designed an online survey composed of four common PR crises seen in the entertainment industry among celebrities. The …

Syracuse University Trust Barometer: A Study Of Su Students’ Media Consumption Habits And Trust In News, Jessica Hajjar

Honors Capstone Projects - All

In order to communicate effectively with a target audience, public relations professionals must understand the news media their intended public consumes and trusts. In recent years, media polls and surveys have shown the trust Americans place in the news media is declining. The purpose of this study is to examine the news media habits of Syracuse University students and the trust students place in news information.

This study is based off responses from 254 Syracuse University students who agreed to participate in a voluntary response survey. The seventeen question survey was designed to examine students’ daily news consumption patterns and …

The Significance Of Color In Food Marketing, Faith Elizabeth Zaki

Honors Capstone Projects - All

The effect of color on the perception and expectation of flavor and taste was researched. Psychological and scientific studies were used to demonstrate the benefits of using the right colors in advertising and marketing. Color, in these studies, was proven to affect consumers’ behavior when purchasing food. Color is interpreted by different genders, races, and ages were also studied. Color is a significant marketing tool that can help attract the right target markets. Also, examples of how color has help and hindered marketing campaigns in the past were examined.

From Barbie With Love: Implications Of The Mixed Messages From America’S Plastic Sweetheart, Lisa Gapinske

Honors Capstone Projects - All

As a controversial, yet influential icon in American society, Barbie doll sends a variety of mixed messages to young girls. She is an icon of feminine perfection. She represents ambitious, working women. She presents reality with a completely unrealistic body type. This study determines the potential effects of Barbie doll on individual knowledge, attitudes, and behaviors.

Data was collected through one-on-one interviews with young girls and their parents. Each responded to a series of questions regarding their perceptions and feelings towards the doll. They also reacted to several commercials, each depicting the mixed message that the doll sends. Finally, the …

Vocal Velocity: A Strategic Public Relations Plan For The Contemporary A Cappella Society Of America, Deanna Payson

Honors Capstone Projects - All

The Contemporary A cappella Society of America (CASA) is a not-for-profit organization whose mission is, “to foster and promote contemporary a cappella music around the world through education, recognition, and the creation of performance opportunities.” In order to fulfill this mission, CASA must develop and maintain fruitful relationships with two key publics: a cappella groups and a cappella fans. My Honors capstone will be two-tiered, including a short-term public relations strategy aiming to strengthen the organization's relationship with a cappella groups, along with a long-term strategy to increase its recognition and presence in the world of a cappella fans. The …

An Analysis Of Asian And Asian American Studies A Public Relation Campaign Proposal, A Comparative Look At Other Universities, And The Program At Syracuse University, Donna Choi

Honors Capstone Projects - All

We now live in a globalizing society. It is important to understand the world around us and the history that gives us the present. As the United States is often deemed “the melting pot” of cultures, it is essential for its citizens and residents to understand the cultures that make up this country. It is, therefore, more of an obligation than a privilege for institutions of higher education to have the resources and means of teaching its students, or future leaders, about the society they live in.

So why Asian and Asian American studies? By 2020, the Asian American and …

Go Green-Eat Slow: A Public Relations Approach To “Going Green”, Amanda Gaynor

Honors Capstone Projects - All

My Capstone project is rooted in public relations and the launching of a specific publicity campaign. The context of this creative work is unique in that I implemented field research in order to conduct an actual campus event.

The nature of the field research was food tasting events. More specifically, it consisted of interviews with public relations representatives, publicity chairs, event planners, restaurateurs, and many others who play roles in the planning and execution of these food tastings. I then took this research and applied it to the creation of a “go green” themed food tasting event at Syracuse University …

Rationale And Proposal For The Establishment Of A Consumer-Behavior Curriculum And Research Institute At Syracuse University, Carolyn Meitzner

Honors Capstone Projects - All

This thesis project was inspired by a course formerly offered by the Department of Psychology at Syracuse University, which has not been offered since at least 2006 – PSY 377: Consumer Behavior. Circumstances – including that the professor who taught the course left the university and that the Department of Psychology is uncertain about the volume of student interest in the course – led to PSY 377 being taken off the time schedule indefinitely, though it remains in the course catalog. The timing of the course’s cancellation is especially unfortunate, given that revolutionary changes in consumer behavior have occurred over …

The Changes In The Portrayal Of Women In Cosmetic Advertisements Throughout The 20th Century, Paulina Han

Honors Capstone Projects - All

Women today have become desensitized to the massive clutter of cosmetic advertisements. In order to compete in the overly saturated market, cosmetic marketers need to start taking a different approach in making cosmetic advertisements appeal to women. The method used for this thesis project was secondary research; past experiments and case studies on women and advertising were examined and analyzed. Many of these were done by psychologists in the field of advertising and organizations and published in places such as the Journal of Advertising Research. Advertising and creative briefs from advertising agencies were also examined, in part, with other work. …

The Effectiveness Of The Dove Campaign For Real Beauty In Terms Of Society And The Brand, Lindsey Morel

Honors Capstone Projects - All

The following thesis aims to evaluate the effectiveness of the Dove Campaign for Real Beauty. The problem is that of measuring the effectiveness of the Dove Campaign for Real Beauty in a form deeper than numbers. As the campaign held a secondary goal of changing women’s perceptions of beauty, so should the evaluation. Thus, two measures will be employed.

First, the following thesis evaluates the campaigns effect on society by examining how the issue of beauty at large was and is communicated. Data was collected on beauty by drawing from experience, researching eating disorders, and exploring a feminist approach to …

Comm.Unity And The Role Of Public Relations In Nonprofit Community Organizations, Carissa Matthews

Honors Capstone Projects - All

Nonprofit community organizations need solid public relations strategies and communications skills to accomplish an array of objectives, ranging from fundraising to increasing awareness to changing public opinion. Not only do many students attending Syracuse University possess these skills, but these individuals are also ready and willing to help nonprofit organizations because they would like to make a difference in the community, as well as add real-life work experience to their resumes and portfolios. Because of these facts, Communications for the Community (comm.UNITY) was created in October 2007 with the mission of connecting students with nonprofit organizations to help them create …

A Student Guide To Fundraising, Jonathan Foster

Honors Capstone Projects - All

The following thesis is a fundraising manual written for high school and college students. As a student myself, I know sometimes things are easier understood when described by a peer and I think that fundraising is a perfect example of this. While many students participate in fundraisers in their schools, there are very few who reach the magnitude of the “professionals,” raising hundreds of thousands of dollars each year. With my experience in the field, as explained in the introduction, I hope to steer fellow students in the right direction toward these lucrative fundraisers in hopes that they too can …

Goldin Ceramics: Website As Primary Advertising Vehicle For Small Business, Alfiya Mukhutdinova

Honors Capstone Projects - All

I wanted my Honors Capstone Project to capitalize on the combination of advertising, design, and website-building skills I have gained both inside and outside of the classroom during my time atSyracuseUniversity. I wanted the chance to apply my conceptual knowledge as well as my knowledge of advanced design and website software to an actual client with measurable results. I decided to tackle the challenge of creating a new website for my aunt’s small business, Goldin Ceramics. Since Olga’s only method of advertising is in-person at craft shows that she attends roughly once a month, her website plays a crucial role …

Creative Television Promotion, Kristina Quinlavin

Honors Capstone Projects - All

The advertising world is a place focused on research, brand identity, and creativity, all of which combine to achieve one seemingly simple goal: to convince the consumer to purchase a specific item. It is often a difficult enough challenge to persuade a buyer that a product is worth her money, but there is one product category that demands something much more valuable than any price tag cost. This category requires its advertising to create a personal bond with the consumer; to welcome it and want it in her life. What is this audacious sounding product that charges something greater than …

Communicating The Obesity Crisis: The Role Of Public Relations And The Media In Framing A National Health Issue, Kimberly Jaindl

Honors Capstone Projects - All

Communication of obesity as a public health issue has taken many forms and been framed in a variety of ways since early 2000. These communications often frame the public’s perception of the problem and of potential solutions. This study examines the current perceptions and actions according to several groups, including the government, the food industry, individuals, the media, and public relations professionals. It then attempts to assess the framing of the issue, including perceptions and actions, by the print media and public relations professionals. A census of newspaper articles and press releases from a one-month time period in late 2004 …

A Quantitative And Qualitative Analysis Of The Use Of Sex In Advertising In American And British Women’S Magazines, Kathleen Ruddy

Honors Capstone Projects - All

Sex and decency in advertising is an international issue, and different nations allow different degrees of sexually explicit material (Boddewyn, 1991). This study compares the use of sex in advertisements in American and British editions of Cosmopolitan, Elle, Glamour, and Marie Claire. The degree of sexual content in the advertisements was analyzed using measures of nudity, sexual behavior, sexually attractive models, sexual referents, and sexual embeds. The variables of nudity and sexual behavior were examined in a content analysis, and the variables of sexual attractiveness, sexual referents, and sexual embeds were examined in a qualitative analysis. Analysis of variance between …