Public Relations and Advertising Commons^™

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 …

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 …

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 …

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 …

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 …

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 …

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.

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 …

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 …