Public Relations and Advertising Commons^™

The Effect Of Media Bias On Legislation: A Case Study Of Arizona's Senate Bill 1070 On Immigration, Rachael Burgess

Theses and Dissertations

In order to understand the relationship between government, media and public opinion in the case of Arizona Senate Bill 1070, Arizona's bill to combat illegal immigration. The purpose of this study was to (a) examine whether the media coverage of Arizona Senate Bill 1070 initiated government action and (b) examine whether the media coverage presented emotional or legal arguments supporting or not supporting the bill. Examining tone, use of emotional and legal arguments, subjectivity and objectivity in two national newspapers and interviewing four communications directors for the state of Arizona, the study showed the existence of media bias and subjectivity, …

Thinspiration: New Media's Influence On Girls With Eating Disorders, Victoria Stonebridge

Theses and Dissertations

The use of thinspiration and social networking by girls with eating disorders on social media websites and through user-generated content aids the disease in general. The purpose of this research exploration is to find out how influential these specific forms of new media are on girls with eating disorders. A content analysis will serve as the primary quantitative measure for this study. A survey, via SurveyMonkey.com, will be used to find what kind of impact new media has on girls with eating disorders. The researcher will also conduct a personal interview with an expert in the field of psychology and …

Public Relations And Marketing Techniques Used By Assisted Living Communities To Attract And Retain Residents, Brianne Rabouin

Theses and Dissertations

The purposes of this study were to determine the public relations and marketing techniques used by assisted living facilities (ALFs) to attract and retain senior residents, investigate the perception of effectiveness in PR and marketing practices among assisted living administrators and identify the role of community relations within ALFs. Consistent with previous research, interviews and surveys with assisted living professionals reveal communities operate using traditional techniques and channels including, but not limited to, newspaper ads, facility tours, community events, word-of-mouth promotion, direct-mail marketing/materials, newsletters, facility websites and professional referral development. Respondents report minimal use of new media, yet maintain an …

Redefining The Agency Model: The Benefits Of An Imc Approach, Rebecca Gatto

Theses and Dissertations

This study will seek to find out if full-service agencies are more effective than agencies that focus on only one marketing component or separate components. While some companies and agencies have fully embraced integrated marketing communications (IMC), others think the cons outweigh the pros. Many companies do not think the process of getting the individual functional groups to work together is worth the effort. The researcher conducted in-depth interviews with one full service agency, one advertising agency and one public relations agency to gain insight into the perceptions and effectiveness of IMC. A content analysis of the company websites of …

The Influence Of Layout And Design On Purchasing Behavior: Examining Print Advertisements For Sneakers, Nancy Reighn-Garron

Theses and Dissertations

The purpose of this exploratory investigation is to ascertain the influence layout and design of print advertisements has on consumers and how this influence affects purchasing behavior. This research further examines the difference in design preferences between men and women. Information acquired assists in the understanding of relationships between advertisers, marketing representatives and public relations practitioners and a targeted audience. The research findings support that men and women process advertising differently, that consumers are influenced by visual cues and provides information that is beneficial to better serve and persuade audiences to achieve successful product promotion.

Men In Public Relations: Saving An Endangered Species, Nancy Long

Theses and Dissertations

It has been 25 years since the publication of The Velvet Ghetto, the seminal work on gender in public relations. Looking ahead, the study forecast a field that was "ghettoized" as the workforce became increasingly female. Has that been the case? Since the mid-eighties, women have solidified their hold at nearly all levels in the public relations industry. While the advancement of women is to be applauded, is this imbalance a good thing? The industry, to date, has ignored this trend. What strategies should be employed to make the field more diverse and balanced from a gender perspective? Now that …

The Role Of Public Relations Strategies And Tactics In Building Symmetric Donor Relationships, Justine Spack

Theses and Dissertations

This study researched relationships between nonprofit organizations and their donors. The researcher looked into the different public relations strategies and tactics that nonprofits use to build and maintain relationships with their donors, and then examined the effectiveness of those strategies and tactics. The study required a content analysis of nonprofit websites to determine the strategies and tactics that nonprofit organizations use to build relationships with their donors. It also included a focus panel of nonprofit donors who discussed which strategies and tactics donors need to establish and maintain and mutually beneficial relationship with a nonprofit organization and which strategies and …

Mixed Messages: Assessing Communication In Architectural Education And Practice, Amanda Weko

Theses and Dissertations

The purpose of this study was to explore perceptions of communication in both the academic and professional architecture communities. The author addressed (a) whether profession-specific communication skills are part of any National Architectural Accrediting Board-accredited U.S. undergraduate architecture program; (b) how architectural educators feel about communication studies; and (c) how registered architects feel about communication skills in their practice. Research findings pointed to a dichotomy in academic and professional perceptions of the importance of communication training in undergraduate architecture education. While only 13.8 percent of academic programs require communication coursework directly related to architectural practice, 94 percent of architects surveyed …

Social Media, Fan Relations And The Music Industry: A Coalition Of Unsigned Artists And Record Labels, Heather Aponte

Theses and Dissertations

The purposes of this investigation were to (a) provide the music industry with the research it seems to lack in order to understand (b) how social media will change its field and (c) how it can utilize it. To provide the knowledge necessary to adapt to the shift in musical power, the author will conduct both qualitative and quantitative research. This research includes a preliminary content analysis of comment tone on social media profiles and in-depth interviews. The researcher aims to further the understanding of social media networks and the independent musicians who use them. This will provide the music …

The Impact Of Celebrity Endorsements On The Buying Behavior Of Rowan University Students Age 18-24, Reginald Esangbedo

Theses and Dissertations

The purpose of this study was to determine the persuasiveness of celebrity endorsements on the purchase decisions of Rowan University students age 18-24, with specific regard to digital media players. The hypothesis of the study is that majority of Rowan students age 18-24 are persuaded to buy digital media players that are endorsed by celebrities they view favorably. The information gathered in the secondary research was used to develop questions for focus groups. The author of the study conducted two pre-test focus groups, after which the questions were modified. Once the questions were refined and finalized, the author conducted eight …

Sports And Media Relations: An Assessment By Sports Journalists Regarding Public Relations Professionals Of Professional Sports Teams Effectively Controlling The Flow Of Information, Jeffrey O'Connor

Theses and Dissertations

The study's primary goal was to determine if beat reporters who covered professional sports teams believed that PR professionals effectively controlled the flow of information to the media. To ascertain this answer, the researcher used in-depth interviews. The in-depth interviews were conducted with 24 members of the media who cover the four main professional sports leagues, namely the NHL, MLB, NBA and MLB. Results show that most beat reporters believe that the PR professionals of the teams they cover effectively control the flow of information.

The Impact Of Broadcast Localism On Delaware Valley News And Talk Radio, Brian Nicholas

Theses and Dissertations

The purpose of this study was to the examine the influence of Broadcast Localism on news/talk radio in the Delaware Valley to determine how it might impact the future of the medium as a viable public relations tool. A non-scientific snowball survey of 19 Delaware Valley public relations professionals was used to forecast the likely impact of localism on radio. In addition, in-depth interviews with Delaware Valley radio executives were conducted to learn what impact localism might have on the radio industry. This research collected and quantified primary data from public relations professionals using surveymonkey.com. Interview responses were collected as …

What Are Physicians' Perceptions Of Proposed Federalized Healthcare And How Do They Feel It Will Impact The Quality Of Health Care?, Katrina Stier

Theses and Dissertations

The purpose of the study was to examine physicians' opinions of a federalized health care system as well as the effect federalized health care will have on the quality of patient care provided by physicians. A survey was randomly administrated to physicians from across the United States. The survey was administered as an on-line instrument. Because physicians are difficult to gather together for a focus group, a survey, consisting of multiple choice questions and personal interviews, was used for data collection. The survey was comprised of matrix questions. Each physician was given the opportunity to write in additional comments or …

The Public Relations Aspects Of Municipality Wind Energy Development: A Case Study Of Wind Energy In Ocean Gate, Nj, Gregory Richter

Theses and Dissertations

The purposes of this exploratory investigation were to (a) determine if the local government of Ocean Gate, NJ, would use communication techniques to achieve compliance, or sufficient approval, of government and citizens for wind turbine development and (b) determine if some citizens will express strong views against wind energy while the majority of Ocean Gate's citizens will favor wind turbine power generation in their municipality. This researcher used interviews with important figures surrounding the wind project. This researcher also conducted pen and paper survey research of 106 local residents of Ocean Gate and surrounding areas through a convenience sample found …

Communities And Colleges: Utilizing Public Relations Techniques And Strategies To Solve Chronic Town-Gown Problems, Kristin M. Leavey

Theses and Dissertations

The purpose of this thesis was to determine what public relations techniques and strategies could be utilized to alleviate or even solve the five most prevalent problems faced by colleges and their communities. This researcher also verified that the top five problems as determined in a 1998 study still reign as the major problems in 2004.

An extensive literature review was conducted in conjunction with in-depth interviews with three college relations directors, surveys sent via email to over 1,000 college relations personnel, and intercept studies within the communities of the three chosen colleges.

It was concluded that the top five …

Scientific Consensus On Manmade Global Warming: Think Tank Influence On Public Opinion Through News Media, Greg Howe

Theses and Dissertations

This study examined the influence of think tanks, in the news media, on public opinion of what most scientists believe about the cause of global warming.

The researcher performed a content analysis on two national newspapers spanning May through July, 2006, the three months surrounding the U.S. release of An Inconvenient Truth, to determine whether papers of differing political ideology provided different amounts of context concerning the global warming scientific consensus. The data were tabulated using Microsoft Excel. Experimental research was also conducted using 103 undergraduate Rowan University public relations and public relations and advertising majors to determine if …

The Image Of Professional Wrestling: A Case Study Of The Chris Benoit Double Murder-Suicide, Neil Borenstein

Theses and Dissertations

This study investigates the media's role in influencing public perception of the professional wrestling industry following the Chris Benoit double murder-suicide. The researcher sought to understand the manner in which newspapers portrayed the professional wrestling industry and whether media coverage in general played a role in forming the public's opinion of the industry.

Through a content analysis of articles and headlines in The New York Times and The Miami Herald, the researcher evaluated the tone of the media coverage of the professional wrestling industry. Intercept studies conducted at two southern New Jersey sports bars revealed where people received their information …

Are Community Values Toward Education Reflective Of A District's Reputation For Quality Education: A Case Study Approach, Sheldon Marc Deveaux

Theses and Dissertations

An increasing number of parents across the nation are seeking alternatives to educate their children. School progress is being documented because of the implementation of the No Child Left Behind Act of 2001. Because America's education system is enthralled with academic reforms, research about this thesis topic is significant and timely.

This case study approach addresses the question whether public school districts successfully meet the education standards of parents in the community? Also, the author compares and contrasts the benefits between private and home schooling. Finally, the author addresses specific educational issues that motivate parents to remove their children from …

Restructuring Graduate Programs To Meet Students' Changing Needs, Christina Longo

Theses and Dissertations

This study explores the current trends in graduate education relating to adult learning theories, cognitive theories, online education and structures of graduate programs. The study also examines the future direction of graduate education.

The focus of the research involved identifying alumni perceptions of the PR graduate program at Rowan University. A survey was sent to 100 alumni. With a response rate of 47 percent, the data provided by the survey respondents was processed through SPSS to obtain percentages and calculations. The survey findings are presented in both narrative and chart form.

The results of this study show that the majority …

Regional Theatre Patronage: The Efficacy Of Integrated Marketing Communication On The 18-24 Age Cohort, Katherine A. Chronister

Theses and Dissertations

The purpose of this investigation was to determine if an integrated marketing communication plan coupled with additional theatre education programs would increase patron growth and increase ticket sales in regional professional theatres and if the younger age cohort (18-24) will support regional professional theatre if supplemental programming meets their needs. This information was ascertained by conducting in-depth interviews over the phone with marketing/communication professionals at four separate regional theatres in each region of the United States. Fifty intercept surveys were also administered at two universities in the tri-state area to the 18-24 age group to see what motivated them to …

Perceptions Of Value: An Analysis Of New Jersey's Public And Private Four-Year Colleges And Universities To Determine If Adherence To Recognized Design Principles Increases The Perceived Value Of Their Institution, Kathryn Marie Ponzi

Theses and Dissertations

The purpose of this study was to determine how closely four-year New Jersey colleges and universities, both public and private, adhere to general standards for home page layout and design. This study also looked to determine if adherence to proper design standards increase the perceived quality of the institution. Field experiment participants rated the home pages of six institutions chosen by the researcher in her content analysis. Using Likert-type questions, 23 students rated the home pages of the colleges and universities, yielding results supporting the initial claim: the more closely an institution adheres to certain home page design standards, the …

Gender Differences & The Effect Of Promotional Techniques On Fan Attendance At Mlb Games During A Losing Season, Melanie Mount

Theses and Dissertations

The thesis' purposes were to (a) determine what promotional techniques engender ticket sales during a MLB team's losing season and (b) discover gender differences associated with promotions and game attendance. All losing teams of the 2006 season were analyzed, 16 total.

Promotional schedules, interviews with MLB promotions practitioners and gender focus panels provided the primary research for this study. The quantitative data from content analyzing promotional schedules were charted by how often promotions were offered and ranked by attendance popularity. Qualitative data gathered from interviews and focus panels provided detailed insight into promotional development, targeted audiences and gender preferences.

Results …

A Public Relations Plan To Profitable Fund Raising Using Information From The Previous Fund Raisers Of Two Non-Profit Organizations As Examples: Literacy Volunteers Of America, Cape-Atlantic, Inc. And The Community Foodbank Of New Jersey, Southern Branch, Gia J. Porter

Theses and Dissertations

Fund raising is an important component used by many non-profit organizations. For some non-profits, it is the one thing that keeps the organization viable from year to year.

The fund raisers of two non profit organizations, Literacy Volunteers of America, Cape-Atlantic, Inc. and The Community FoodBank of New Jersey, Southern Branch were used to determine which fund raisers are more profitable.

Fund raising events from both non-profit organizations for the past three years have been listed. This was done to compare events held by the two non-profit organizations and the money raised from those events.

A survey was also given …

The Power Of The Message: A Study Of Media Influence On The Development Of Public Opinion, Jonathan C. Churchill

Theses and Dissertations

The influential power that media channels have directly affects the development of public opinion when it comes to the National Football League, its players and subsequent on or off the field incidents.

The purpose of this study was to show how public opinion of the NFL is driven by different demographic information and by how fans get their news concerning the NFL and its subsequent adverse news. This study will attempt to show how age and media source can affect the development of public opinion, how public opinion is formed and potential variables that may influence opinion formation.

The researcher …

An Analysis Of The Models Of Public Relations Most Commonly Used By Professional Minor League Baseball Franchises, Pasquale J. Rose Jr.

Theses and Dissertations

This study examines the public relations practices of professional minor league baseball franchises by determining which of Grunig's four models of public relations are most commonly used by these organizations. With these findings, the study then evaluates the effectiveness of the models with respect to individual differences among the organizations and overall limitations encountered in the field.

Twenty directors of media and community relations for fifteen minor league franchises were asked to participate in data collection by completing a three-tiered Delphi study to reach a consensus on the most important job responsibilities and skill sets they feel are necessary to …

Ethical Pharmaceuticals? A Deeper Look At The Ethics In Pharmaceutical Public Relations, William M. Walsh

Theses and Dissertations

This study takes a deeper look inside the ethics of pharmaceutical Public Relations within marketing campaigns. More specifically, the researcher performed case studies on the ethically questionable marketing campaigns of Fen-phen and Vioxx and compared that data with data collected from focus groups composed of Rowan University graduate Public Relations Alumni.

The case studies were performed through primary and secondary research of the campaigns conducted for Fen-phen and Vioxx. The data was then used to reconstruct the two campaigns. The focus group data was collected from three focus groups, each with four members, and all data was tabulated and then …

The Role Of Public Relations In Crisis Communication Planning And Management: An Analysis Of The Pharmaceutical Industry, Tracey A. Myszka

Theses and Dissertations

This study examines crisis communication and management in the pharmaceutical industry. It analyzes three specific pharmaceutical crises and examines the respective public relations responses.

The researcher prepared a mail survey that was sent to senior public relations professionals, PR professors and crisis communication experts. The data from 20 surveys were analyzed manually to determine respondents' perceptions about the role of PR during a crisis and the state of crisis preparedness in the pharmaceutical industry. The results were tabulated in percentages and presented in graph form.

Findings indicate general agreement about the value and role of public relations during a crisis …

What Influences A Recruit From New Jersey Or Nyc Between The Ages Of 18-27 Years Old To Join The United States Air Force In Post 9/11 America?, Lisa M. Martz

Theses and Dissertations

This study examines who or what influences a military recruit from New Jersey or New York City to join the United States Air Force in Post 9/11 America. Knowing what influences recruits for enlistment could help ensure the Air Force is targeting the right influencers and incorporating the most effective communications methods into its recruiting strategy. The study will also look into whether the events of 9/11 affected the decision to join the Air Force.

Recruits were asked to participate in data collection for the research through a survey sent electronically via email. Responses were tabulated using Microsoft excel software. …

Cultivating A Donor Base: How Colleges And Universities Use Public Relations Techniques To Influence Undergraduate Students To Become Donors, Heather Ann Sheridan

Theses and Dissertations

This study examines effective public relations techniques used by higher education fund raising professionals in cultivating an alumni donor base. The researcher surveyed fund raising professionals in the nation's top private and public colleges and universities. The researcher also conducted a personal interview with a top fund-raiser in the field of higher education.

Survey participants rated donor bases, identified when they begin to cultivate relationships for lifetime giving and the effectiveness of strategies to obtain alumni support. The researcher surveyed key fund-raisers from 124 of the nation's top colleges and universities. This study examined what strategies fund-raisers deemed effective in …

Impact Of Integrated Marketing Communications: From The Lens Of Public Relations Educators And Scholars, Vijaya Singh

Theses and Dissertations

The researcher viewed Integrated Marketing Communications through the lens of the Public Relations educators and scholars to determine whether IMC is beneficial or detrimental to the field of public relations.

The purpose of this thesis was to explore (a) impact of IMC on public relations education (b) perceived advantages and disadvantages of an IMC approach to a public relations curriculum (c) determine if a need exists to revise public relations education at the university level.

To examine the impact of IMC on public relations education the researcher conducted a formal quantitative content analysis of the curricula of 13 graduate programs …