Open Access. Powered by Scholars. Published by Universities.®

Public Relations and Advertising Commons™

Open Access. Powered by Scholars. Published by Universities.®

2018

Discipline
Institution
Keyword
Publication
Publication Type
File Type

Articles 151 - 161 of 161

Full-Text Articles in Public Relations and Advertising

Millennial Effects On Tourism And Branding In Rural Destinations, Tousley Anne Leake Jan 2018

Millennial Effects On Tourism And Branding In Rural Destinations, Tousley Anne Leake

Honors Theses

Research reveals that Millennials are becoming one of the leading markets for tourism and travel industries. Because of this, tourism destinations have been forced to examine their current marketing strategies in order to appeal to this market. The purpose of this study is to examine the most effective marketing strategies for rural tourism destinations to reach the target market of Millennials. This thesis identifies small town destinations as a facet of the tourism industry and effects of the market on branding and marketing a destination. It further analyzes the current marketing strategies used by rural destinations to remain competitive in …

Go to article

Camp Wanake Information Dissemination: Retreatant Literature And Materials, Erica Rymer Jan 2018

Camp Wanake Information Dissemination: Retreatant Literature And Materials, Erica Rymer

Williams Honors College, Honors Research Projects

Retreat groups are an integral part of nonprofit camp communities. Their attendance and volunteer efforts directly correlate with the success of the organization. Therefore it is necessary to understand why retreat groups visit camp environments and volunteer their time, as well as how they prefer to receive information in order for them to be best supported throughout their experience. It is key, as a nonprofit, to understand the best and most efficient methods of presenting retreatants with information, so that retention is increased and communication uncertainty is decreased. In addition, it is essential to understand the communication processes within the …

Go to article

Blogging As Marketing: From Writing To Revenue, Matthew Headland Jan 2018

Blogging As Marketing: From Writing To Revenue, Matthew Headland

Williams Honors College, Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …

Go to article

Conversation Station Digital Media Style Guide, Ciara Davis Jan 2018

Conversation Station Digital Media Style Guide, Ciara Davis

Williams Honors College, Honors Research Projects

This style guide serves as training material for online communication strategies at the Conversation Station, an afterschool nonprofit organization for students in rural Ashtabula County (Orwell). By utilizing this guide, board members of the Conversation Station will be able to understand the importance of online engagement with the community to accomplish goals, hire communication liaisons based on the skills and knowledge necessary to perform tasks in the guide, and hold the liaison accountable by the fulfillment of tasks detailed. The style guide will also insure that despite communication liaisons coming and going, the Conversation Station’s online character remains consistent. By …

Go to article

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones Jan 2018

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play in …

Go to article

Country Reputation Management: Developing A Scale For Measuring The Reputation Of Four African Countries In The United States, Dane M. Kiambi, Autumn Shafer Jan 2018

Country Reputation Management: Developing A Scale For Measuring The Reputation Of Four African Countries In The United States, Dane M. Kiambi, Autumn Shafer

College of Journalism and Mass Communications: Faculty Publications

This study extends the development of country reputation measurement to other cultural contexts, specifically among sub-Saharan African countries that have shown the desire to improve their reputation in the United States and other Western nations. Although effective management of a country’s reputation lies in its ability to measure the perceptions of its target publics, there is currently no established scale that can be relied upon for such measurement of sub-Saharan African countries. In this study, a confirmatory factor analysis (CFA) was conducted using second-order latent variables, and based on the goodness-of-fit indices, it was established that all four models for …

Go to article

Branding & Style Guides: Editing For Usability (A Project For Lake Land College), Baylor D. Gardner Jan 2018

Branding & Style Guides: Editing For Usability (A Project For Lake Land College), Baylor D. Gardner

Masters Theses

No abstract provided.

Go to article

Promoting A Galaxy Far, Far Away: Changes In Promotional Strategies Seen In Star Wars Marketing Campaigns, Michael Fenton Jan 2018

Promoting A Galaxy Far, Far Away: Changes In Promotional Strategies Seen In Star Wars Marketing Campaigns, Michael Fenton

Masters Theses

This piece examines promotional material from the Star Wars campaigns for The Phantom Menace in 1999 and The Force Awakens in 2015 to find differences in promotional strategies with regards to globalization, fandom and fan perception and the use of online spaces. Trailers, tie-in product materials and websites are given visual and textual analysis to find how the films have evolved to accommodate a larger, more culturally diverse audience. In doing so this piece seeks to understand how the changing consumer landscape is impacting the way product are advertised, and how prospective advertisers can maximize their audience through adjusting their …

Go to article

Reinforcing The Narrative To Benefit The Brand: An Instragram Case Study Of Seattle Seahawks Quarterback Russell Wilson, John W. Collett Jan 2018

Reinforcing The Narrative To Benefit The Brand: An Instragram Case Study Of Seattle Seahawks Quarterback Russell Wilson, John W. Collett

EWU Masters Thesis Collection

This research is a case study of Seattle Seahawks quarterback Russell Wilson that focuses on how he uses the social media platform Instagram to reinforce the narrative surrounding his life. A total of four methods are used in this study. A Content Analysis categorized all of Russell Wilson’s Instagram posts for 2017 based on a framework developed by Smith & Sanderson (2015). The combination of the Rhetorical Criticism methods Close Textual Analysis and Narrative Criticism took a more in-depth look into one specific video post from Wilson’s Instagram account. Lastly, an interview was conducted with Wilson’s branding company, West2East Empire, …

Go to article

Crisis Communication And Ethics: The Role Of Public Relations, Yan Jin, Augustine Pang, Joshua Smith Jan 2018

Crisis Communication And Ethics: The Role Of Public Relations, Yan Jin, Augustine Pang, Joshua Smith

Research Collection Lee Kong Chian School Of Business

Purpose: The purpose of this paper is to explore the veracity of the contingency model of ethical crisis communication by examining the factors of influence in a time of crisis including what constitutes ethics in a time of crisis; the role of public relations (PR) practitioners as the “moral conscience” of an organization and perceptions of the PR’ role within top management. Design/methodology/approach: In-depth interviews were conducted among ten senior PR managers with crisis communication experience in North America. Findings: This research identifies and investigates six ethical variables – the nature of the crisis, the role of top management, the …

Go to article

Consuming Digital Debris In The Plasticene, Stephen R. Parks Jan 2018

Consuming Digital Debris In The Plasticene, Stephen R. Parks

Theses and Dissertations

Claims of customization and control by socio-technical industries are altering the role of consumer and producer. These narratives are often misleading attempts to engage consumers with new forms of technology. By addressing capitalist intent, material, and the reproduction limits of 3-D printed objects’, I observe the aspirational promise of becoming a producer of my own belongings through new networks of production. I am interested in gaining a better understanding of the data consumed that perpetuates hyper-consumptive tendencies for new technological apparatuses. My role as a designer focuses on the resolution of not only the surface of the object through 3-D …

Go to article

First Prev