Public Relations and Advertising Commons^™

Communicating Diversity, Equity And Inclusion: A Public Relations Class/Client Partnership With A Dei Focus, Arien Rozelle, Nicole Smith

Proceedings of the New York State Communication Association

In an effort to enhance the typical semester-long class/client campaign partnership, students in COMM472 PR Research & Planning (a campaigns style course) partnered with their campus library as a “client” to communicate about on-campus diversity, equity and inclusion efforts. Throughout the semester, students researched, planned, implemented and measured campaigns to help make the library a more inclusive environment for students of diverse backgrounds. Students were introduced to and applied a variety of research methods and public relations theories to guide their strategy. In addition, students developed a greater understanding of the necessity of DEI both on-campus and in the field …

Crisis Communication For Public Organizations: Examining Pakistan Railways' Use Of Information Technology And Social Media For Image Repair, Shafiq Ahmad Kamboh, Muhammad Ittefaq, Yan Jin

School of Communication Studies - Faculty Scholarship

This study examines the induction of information technology and the use of image-repair focused crisis response strategies on social media by Pakistan Railways amid a recent crisis. A mix-method based content analysis (i.e., qualitative and quantitative) to investigate whether and if so, how Pakistan Railways used Benoit's suggested image restoration strategies on social media to repair its image among customers and in print media. Our results show that Pakistan Railways predominantly used reducing the offensiveness of event (40%), followed by corrective action (34.6%), evasion of responsibility (10.6%), denial (8%) and mortification (6.4%) strategies, respectively. In addition, the use of image-repair …

Prevalence And Factors Associated With Vaping Cannabidiol Among Us Adolescents, Hongying Daisy Dai, Roma Subramanian, Avina Mahroke, Ming Wang

College of Journalism and Mass Communications: Faculty Publications

IMPORTANCE e-Cigarette use and vaping marijuana (cannabis) are popular among US adolescents. Cannabidiol (CBD) is a compound found in the cannabis plant that has recently increased in use.

OBJECTIVES To examine the prevalence of and factors associated with youths vaping CBD

DESIGN, SETTING, AND PARTICIPANTS This cross-sectional study included a nationally representative sample of students from middle and high schools (typical age, 11-18 years) in the US from the 2022 National Youth Tobacco Survey, conducted from January to May 2022.

EXPOSURE Demographic characteristics, harm perception of tobacco use, and vaping behaviors.

MAIN OUTCOMES AND MEASURES The main outcomes were weighted …

Ua3/10/3 Convocation, Timothy Caboni

WKU Administration Documents

Convocation speech given by WKU president Timothy Caboni regarding student retention, enrollment, living learning communities, Colonnade, early college programs, research, global study, philanthropy, innovation campus, knowledge towns and Indudeep Chhachhi.

Review, Democracy And Fake News: Information Manipulation And Post-Truth Politics, Peter Krapp

Secrecy and Society

No abstract provided.

Public Relations For Cryptocurrency: Coinbase Guidebook, Logan Odneal

Electronic Theses, Projects, and Dissertations

Cryptocurrency has emerged as a disruptive force in the global financial landscape, challenging traditional systems and offering new possibilities for economic transactions. As this innovative technology gains traction, its reputation and public perception have become crucial factors for its widespread adoption and long-term success. However, the reputation of cryptocurrency and cryptocurrency organizations have been in crisis as multiple and widescale frauds and crashes have threatened the growth of the industry.

This project seeks to answer this issue by applying crisis communications and public relations frameworks to create a plain language guide to inform the consumer base and restore investor confidence …

The Role Of Community Empowerment In The Development Of A Marketing Communication Strategy For Kembang Kuning Tourism Village, Dian Purworini, Rona R. B. Chasana, Palupi Palupi, Sidiq Setyawan, Agus Triyono, Iswahyudi T. Yuwono

ASEAN Journal of Community Engagement

This study examines initiatives intended to enhance community empowerment in the tourism village of Kembang Kuning, Central Java, Indonesia. One problem facing this community is an inability to carry out effective promotion to realize the tourism potential of the village. Despite the Kembang Kuning village’s potential qualities for tourism, there is a lack of local knowledge about marketing and communication strategies. The lack has hindered efforts to make the village known nationally. This study seeks to raise awareness and understanding of promotion strategies and simultaneously develop marketing communication strategies through active participation by the village tourism management team. Qualitative methods …

The Mental Image ... Sources, Factors And Dimensions And The Role Of Public Relations In Improving It In Light Of The Digital Revolution (Jordanian Ministries As A Model), Nawzat Abu Alasal, Sami Melki

An-Najah University Journal for Research - B (Humanities)

The current study, entitled “The mental image…sources, dimensions and the role of public relations in developing it under the digital revolution (Jordanian ministries as a model)”, sought to identify the nature of the mental image of Jordanian ministries in term of their formation sources, forming factors, dimensions and the role of public relations and their contribution in developing this image among publics of the ministries in light of the data and tools of the digital revolution. To obtain the field information and data of the study, the questionnaire tool was designed which was applied to (404) subjects of the Jordanian …

Strategi Branding Pada Komunikasi Korporat Pt Wargi Santosa, Naldo Noviyan Tantuah, Muhamad Heychael, Adam Esfahan Burhanuddin

Jurnal Sosial Humaniora Terapan

Corporate Communication is one of a business firm’s most important public identity instruments in the market and society. Due to the latter’s importance in maintaining a firm’s reputation and identity or branding, said role would have more impact for marketing purposes if one invests on its capability. However, before a business firm advances itself in marketing, the creation of a firm’s identity through branding is one of the most important actions and decisions to create a unique identity inside society. The creation of a business’s branding is one of corporate communication’s roles in order to create sales and marketing assets. …

Peran Account Executive Dalam Meningkatkan Awareness Program Youtube Jamilo Tv, Putri Ayu Ningtyas, Hardika Widi Satria, Anisah Dini Kamila

Jurnal Sosial Humaniora Terapan

Account Executive is an important role in an advertising company. An Account Executive here is responsible for monitoring the progress of the project, making minutes of meetings in detail, minimizing internal team errors so that the project runs smoothly in order to achieve the targets and objectives of the program. This paper aims to explore the role of the Account Executive in planning to increase awareness of the Offside Jon! #PilDun2022Edition Jamilo TV is owned by Ibnu Jamilo who collaborated with Bhumi Pictures to create a YouTube program for the 2022 World Cup edition. This program was produced for one …

The Zionist Organizations’ Recruitment Of Propaganda Techniques On Facebook: An Analytical Study Of ‘Stand With Us’ Arabic Page, Mueen Fathi Al-Koua, Heba Hussein

Journal of the Arab American University مجلة الجامعة العربية الامريكية للبحوث

The study aimed at identifying the extent to which the Zionist organization ‘Stand with Us’ recruited propaganda techniques through its communication on Facebook to persuade Arabic-speaking audiences to accept the occupation entity presence as an “original” part of the Arab World. It also aimed at identifying the most important topics the organization posits and the way it frames its messages through the Facebook platform. The study used content analysis method to analyze the Arabic Facebook page of the organization from the 1st of May to the end of June 2020, which is the period when Israel announced its annexation plan …

Gender And Socio-Economic Differencesin South African Consumers’ Sentimentstoward Marketing Practices, Thérèse Roux

Journal of Marketing and Consumer Behaviour in Emerging Markets

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide …

Thyroid Sat510 I-131 Therapy With Dosimetry For Advanced Thyroid Carcinoma: Recombinant Tsh Vs Thyroid Hormone Withdrawal, Dana Awad, Jarod Hamsa, Abbey Fingeret, Craig M. Johnson, Frank Rutar, Carrie Carso, Anupam Kotwal, Anery Patel, Angela Thornburg, Whitney Sears Goldner

College of Journalism and Mass Communications: Faculty Publications

Background: Dosimetry can be used to calculate an optimal and safe dose of Iodine-131 (I-131) for treatment of advanced differentiated thyroid cancer (DTC). Thyroid hormone withdrawal (THW) is the preferred method of TSH elevation for I-131 therapy with dosimetry. At our institution, Recombinant TSH (RhTSH) is used in patients in whom prolonged hypothyroidism is deemed clinically unsafe or cannot tolerate THW. We aim to evaluate if RhTSH and THW are equivalent methods of preparation for I-131 therapy using dosimetry (I-131D).

Social Media Reactions To Apologies From Public Figures, Brands, And Companies And Its Impact On Reputation, Melissa N. Dolan

Student Theses and Dissertations

Apologies issued by public figures, brands, and companies after a scandal or public perception of wrongdoing are common occurrences that have a significant impact on a brand's overall reputation. The impact on reputation hinges on how apologies are dissected and criticized by audiences on social media, which in turn influences public opinion and perception of the brand, company, or public figure. Furthermore, social media has exacerbated condemnation or support for public apologies, because it provides a platform for public discourse on the matter. Apologies are powerful tools that can be effective if implemented well or can be detrimental to a …

Ad Natural: A Campaign Advocating For Representation Of Diverse Female Body Types In Advertising Practices, Stacey Horton

University Honors Theses

In this paper, I discuss the conceptualization, research, and execution of my awareness campaign, Ad Natural, in which I explore the best methods for promoting representation of diverse body types among women in advertisements. Through studying the history of women in advertising, the conduction of an anonymous survey, and competitor analysis I am able to determine where there is room for growth in advocating for this cause and integrate the solutions into the campaign. The end result consists of a full brand identity across a website, advertisement series, and merchandise with consistent messaging and imagery meant to empower the desired …

Exploration To Brand Communication On Tiktok, Victoria M. Priola

Student Theses and Dissertations

The purpose of this study was to explore the connection between the video-sharing social media platform TikTok and companies that use it to publish corporate branding content. The research intends to compare TikTok to other social media outlets. The motivation behind this study was fueled by the want to understand where TikTok lands within a company’s social media content planning process. Can TikTok ever become a solid foundation in social media content planning like Facebook, Instagram and Twitter have been? Most of the previous research on TikTok has proven how unique the platform is compared to other social media, but …

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

American Vibe Check: Based, Mid, Or Cringe? Measuring Gen Z’S Attitudes And Perceptions About American Democracy, Bethany Perryman

Masters Theses, 2020-current

Democracy is a concept, process, and practice, and American democracy is a specific flavor of it. Public opinion is influenced and shaped by mass media, and messages about American democracy emerge in a web of powers and among power dynamics. These messages include the actions and relationships of the American civic system with its citizenry and the world. Generation Z is a socially, culturally, economically, and politically unique population in American life, who form their own perceptions and attitudes about American democracy based on their experiences and with the ecosystem of communication and interaction they have with mass media messages. …

The Semiotic Use Of Emojis In Marketing Communication, Naif Albarzan

Electronic Theses and Dissertations

Despite the emergence of social media as the primary tool for communication in social and business settings, research on effectiveness of communication using of emojis is limited. This project seeks to bridge the gap in understanding the effectiveness of the use of emojis in marketing communication. In particular, the dissertation will focus on an interpretive exploration of the use of emojis in marketing communication as a semiotic that supports persuasion.

The Rhetoric Of Integrated Marketing Communication (Imc) Approaches To Marketing Sporting Events, Mohammed Almughaiseeb

Electronic Theses and Dissertations

The effective communicative capabilities of integrated marketing communication (IMC)

programs demand the expansion of their application to include sporting events. Sporting events, specifically the Olympic Games and the FIFA World Cup, have proven to have effective communication capabilities that can be used to influence the perceptions of target audiences. Creating positive perceptions of a sporting event can help achieve promotional, political, economic, and cultural gains, among others. Achieving desired goals requires preparing a comprehensive and persuasive IMC plan. The communication and marketing capabilities possessed by IMC programs have not been sufficiently studied in the context of marketing sporting events. Therefore, …

Check It Out: Analyzing The Checkout Experience Of Small Business E-Commerce Websites, Janet Lovera

Undergraduate Honors Thesis Collection

There is limited research available aimed at identifying specifically how a small business shopper may experience different pain points during checkout in comparison to well-known retail websites and the layout of their e-commerce websites. Enlightened by the Technology Adoption Model and the concept of consumer trust, the purpose of this research is to determine similar characteristics across small business e-commerce websites to identify common pain points for users, or simply what small businesses lack regarding common elements that ease the checkout experience for consumers. From these insights, elements within the checkout experience can be compared to the pain points of …

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

T. Hanks For Nostalgia: The Power Of Tom Hanks And Film Branding, Jacob Higgs

Electronic Theses and Dissertations

In March 2020, Tom Hanks announced he had contracted COVID-19 while shooting the Elvis Presley Biopic in Australia. On Instagram, he encouraged fans to take the disease seriously and be aware of how severe of a disease it was. Character brands and nostalgia have been found to foster trust in products and encourage relationships with those brands. Using the lens of nostalgia and uses and gratification to examine Tom Hanks as a character brand, the researcher analyzed five blockbuster films with Tom Hanks as the lead character. The study used narrative thematic analysis to observe Hanks and the depictions of …

Connecting Students With Community-Based Organizations For Informal, Short-Term Experiential Learning Opportunities: A Portal Proposal For Csusb, Dia Poole

Electronic Theses, Projects, and Dissertations

Each term, scores of students enrolled in practicum courses at universities must connect informally with community-based and nonprofit organizations (CBOs/NPOs) for short-term research, volunteerism, or practicum coursework assignments. In most cases, these student-community connections are known only to the students, the organizations they serve with, and the faculty who see the results of coproduced assignments. Few examples can be found in scholarly literature—beyond cursory nods to their existence—of structures designed and implemented primarily for connecting students with CBOs/NPOs and tracking participation in these informal experiential learning opportunities. Further, few examples exist of mechanisms that allow local organizations to convey their …

The Impact Of The Csr Messages Type On Corporate Image: A Cross-Cultural Investigation, Hansen Lee

All Theses

This study investigates the impact of internal and external CSR messages on corporate image within a cross-cultural context. A 3 x 2 between-subjects experiment was conducted to examine the effects of CSR message types on general corporate image, trust, and credibility among U.S. and Chinese participants. The results revealed that U.S. and Chinese participants displayed varying levels of perceived corporate image and credibility. Chinese participants exhibited higher levels of trust, corporate image, and credibility after receiving CSR messages, regardless of type. Significant interaction effects were noted between CSR message type and culture on corporate image and credibility. Chinese participants had …

Exploring Avenues On Social Media For Public Health Organizations To Connect With The Lgbt+ Community, Louisa Glazunova

All Theses

There has been a significant increase in the number of nonprofit organizations that focus on health and wellness in the United States. These organizations center on creating and maintaining relationships with stakeholders through various approaches. One of these approaches is to use social media marketing to connect with their target audience and promote engagement with provided services and informational content. This study analyzed how sources of content on social media impact the LGBT+ community's perception of their relationship with a nonprofit organization specializing in LGBT+ health and well-being. An organizational-public relations and social media marketing framework was adapted to analyze …

Using Linkedin To Promote Effective Corporate Social Responsibility Communication Through The B2b Supply Chain, Eden Wallace

All Theses

Utilizing LinkedIn as a communication tool for Corporate Social Responsibility (CSR) communications is a relatively unknown area of CSR research. However, existing scholarship and current business trends suggest that LinkedIn may be beneficial for business to business (B2B) companies to communicate to their corporate partners. Findings from this study advance communication scholarship in this relatively new area of research and provide new understanding in how LinkedIn can be used by companies to strengthen business operations pertaining to corporate social responsibility. This thesis examines how Equinix, a B2B company, communicates its socially responsible initiatives on LinkedIn and to what extent its …

Health-Oriented Nonprofit Organizations: The Influence Of Framing And Altruism On Intention To Donate, Abbey Dilatush

Graduate Theses and Dissertations

This study investigated the influence of framing and altruism on individuals' intentions to donate to a health-oriented nonprofit organization. One hundred ninety-three participants were recruited from social media to complete an experiment online. Participants reviewed fundraising messages using either a statistical frame or a narrative frame. Following the presentation of a fundraising message participants completed close-ended self-report scales to evaluate their perceptions of the ad, their intentions to donate, and their personal altruism. Results demonstrated there was a correlation between intention to donate and ad evaluation. Next, there was no relationship between altruism and intention to donate and neither frame …

Positive And Negative Attitudes Towards Skincare Products, Jordan Rachelle Barcenas, Jessica Herrera

Undergraduate Research Symposium Posters

Understanding consumer attitudes about skincare products. Rise in skincare products from COVID. More demand for higher quality products. Examine price sensitivity, brand exclusivity, positive results, and clean ingredient preferences.