Public Relations and Advertising Commons^™

Ua77/1 Wku Spirit, Wku Alumni Relations

WKU Administration Documents

WKU's alumni magazine. Contents:

• Ransdell, Gary. Letter from the President
• From College to University: WKU Pylon
• WKU Honored for Programs Helping Veterans, Students in the Military
• Larry Snyder Named Dean of Potter College of Arts & Letters
• Brian Kuster to Lead Student Affairs for Next 2 Years
• Confucius Institute at WKU Honored at Global Conference
• 2 Gatton Academy of Mathematics & Science Students Named Emperor Science Award Winners
• WKU Student Awarded U.S. Foreign Service Internship – Alexandria Knipp
• WKU Continues to Climb in Open Doors Study Abroad Rankings
• U.S. News Ranks WKU Online Programs Among Best in Nation
• Family & …

Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos

Selected Honors Theses

In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …

Beyond Superfund: How Four Communities Market Outdoor Recreation To Overcome Stigma, Kelley Christensen

Graduate Theses & Non-Theses

This paper reports on how four American towns that have active Superfund remediation underway in their communities are attempting to overcome stigma associated with the cleanup in part by promoting outdoor recreation. These towns are located in high-amenity areas and are able to market a bevy of recreational opportunities. This paper analyzes the interviews of eight people (two from each town) and print promotional materials from each community to determine rhetorical marketing techniques employed by each place. Finally, this paper uses quantitative data from a variety of sources to analyze how effective the marketing rhetoric has been in recent years.

Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro

Undergraduate Honors Theses

The growing phenomenon of the Internet of Things (IoT), which is that any item capable of being connected to the Internet will be, presents an unprecedented opportunity for businesses. Using an extensive literature review, the current research examines the significant shift in marketing strategies that need to take place to target the millennial generation of as they adopt IoT. Most research defines the Millennial generation as those born from the early 1980s to the early 2000s. As individuals in this generation grow older, there are two behavioral implications: 1) their acceptance of technology suggests they will be quick to adopt …

Wine Public Relations: Promoting Georgian Wine In The U.S.Market, Tea Kokhreidze

Masters Essays

This project offers a hypothetical public relations plan for Georgian wine to achieve success in establishing Georgian wine export to the United States. It begins with the history of wine public relations and explores how winning public relations campaigns have been conducted in the wine business. Based on research presented in the literature review, a hypothetical public relations plan is provided on how to build a brand image for Georgia as an origin for wine and introduce Georgian wines to various U.S. markets. The public relations plan presented in the paper will aim to: introduce Georgian wines to various U.S. …

Brand Integration And Sports Sponsorship: Benefits And Pitfalls, Tamzin Barroilhet

Masters Essays

This essay is an overview of all the different ways for brands to integrate their message and identity with sports sponsorships. It also evaluates the current phenomenon of what sports sponsorship is in regards to today’s global marketing. This text will assess the relevancy that has allowed the different communication media to stay up to date with all the advancements in technology and how they apply to the sports marketing mix. Models of sponsorship and specific data research on consumerism will also be showcased to explain their influences on best marketing practices for brands to communicate through the sporting industry. …

A Comprehensive Marketing Plan To Achieve I-Smile’S Marketing Strategies And Objectives, Istvan Baricz

Masters Essays

No abstract provided.

Gender Effects In Perceiving Advertising Archetypes, Sabrah Shipman

Undergraduate Research Conference

This study will examine the gender effects in perceiving advertising archetypes. Our society is constantly becoming more and more media saturated, and advertisers need to focus on employing evidence-based strategies to reach their target audiences. One repeating pattern throughout advertising is the use of archetypes. This study analyzes the prominent use of archetypes in today’s advertising, and factors in information on how gender can potentially impact the effectiveness of archetypes. Many studies in the past have shown females are naturally better at non-verbal communication, and perhaps this translates over into them being able to recognize advertising archetypes better.

The Effect Of Relational And Interactive Aspects Of Parasocial Experiences On Attitudes And Message Resistance, Riva Tukachinsky, Angeline Sangalang

Communication Faculty Articles and Research

This study examines direct and interaction effects of parasocial interactions (PSIs) and relationships (PSRs) on message resistance (reactance and counterarguing) and message-consistent attitudes. PSI involves the give-and-take within the media encounter, whereas PSR entails the relational bonding with the media figure that continues to exist outside the context of any particular media exposure. A 2 (high/low PSI) × 2 (high/low PSR) experiment revealed that PSI (but not PSR) can increase message resistance, particularly when PSR is low. No significant effects of PSR/PSI on attitudes were found. The study suggests that, contrary to past theorization, PSIs may facilitate, rather than reduce, …

Community Involvement Within Your Organization, Chris Gale, Mark Jacob

Purdue Road School

Active community involvement programs within your organization allow the engineering community to serve one another while promoting a positive work environment and strengthening the communities that are being served. Various community involvement programs will be presented that provide positive mentoring skills and/or public service to various organizations. Ongoing community involvement programs in two large organizations will be presented. Time will be allowed for questions and further dialogue on individual program successes.

Establishing A Brand: How To Create A Household Name For A Wine Brand Through Social Media And Image, Megan Rodrigues

Journalism

This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: …

Public Relations In The Restaurant Industry: Using Visual Social Media To Increase Consumer Relationships, Carly M. Cady

Journalism

As daily social media usage grows, marketing through these platforms become increasingly important for public relations professionals. Instagram, one of the most popular social media platforms, provides a new way to instantaneously reach millions of potential customers through the use of visuals. However, with limited knowledge of this new public relations tool, standing out and creating a successful presence for your business is difficult. This study is to explore how visual social media, specifically Instagram, can be used to increase consumer knowledge in the restaurant industry.

Investigation of current literature regarding the topic and gathered opinions of industry professionals will …

The Rise And Fall Of The Patent Trolls: How They Lost The Public Relations Battle, Liz Weber

Journalism

Patent trolls gained notoriety in the early 2000s as many nine- and even 10-digit patent infringement settlements made headlines. Trolls claim they are helping inventors get the compensation they deserve for their inventions, while opponents claim trolls are parasites on successful businesses who want glittering pots of gold in exchange for doing absolutely nothing. As the debate continues and parties on both sides continue to call for patent reform, the question arises: what is best of the IP overall market? And how can patent trolls utilize communications best practices to ensure their message is convincingly conveyed to key influencers who …

An Advertisement And Article Analysis Of Skin Products And Topics In Popular Women’S Magazines: Implications For Skin Cancer Prevention, Corey H. Basch, Jennifer Mongiovi, Grace Clarke Hillyer, Md Fullwood, Danna Ethan, Rodney Hammond

Publications and Research

Background: In the United States, skin cancer is the most commonly diagnosed cancer, with an estimated 5 million people treated per year and annual medical treatment expenditures that exceed 8 billion dollars. The purpose of this study was two-fold: 1) to enumerate the number of advertisements for skin products with and without Sun Protection Factor (SPF) and to further analyze the specific advertisements for sunblock to determine if models, when present, depict sun safe behaviors and 2) to enumerate the number of articles related to the skin for content. Both aims include an assessment for differences in age and in …

Getting People To Buy, Always, Singapore Management University

Perspectives@SMU

Creating touchpoints in stores and embracing the social media world keep consumers engaged with brands

Clinton Fire Prevention, Dr. Sharon Varallo, Mike Tortorelli, Grant Slater, Colin Hepner

2015-2016: Clinton, Iowa

No abstract provided.

Ua19/16/2 Athletic Media Relations Press Releases, Wku Athletic Media Relations

WKU Administration Documents

General WKU athletic press releases for the year 2016.

Ua19/16/2 Basketball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases, game statistics and photos related to the WKU basketball team July to December 2016.

Ua19/16/2 Football Press Releases, Wku Athletics Media Relations

WKU Administration Documents

Press releases, game statistics and photos related to WKU football team in 2016.

Ua61/16 Class Of 2016, Wku Physical Therapy

WKU Administration Documents

Physical Therapy Class of 2016 yearbook. Features the following students:

• Allen, Whitney
• Anderson, Alexis
• Baston, Allison
• Bell, Devin
• Coode, Rett
• Dahl, David
• DiTommaso, Katie
• Ford, April
• Fortney, Brianne
• Fuller, Megan
• Goutsis, Dominque
• Gunn, Lorelei
• Hall, Timothy
• Harlan, James
• Hicks, Jacob
• Hubbuch, Emily
• Jones, Tom
• Macke, Cristina aka Vegas(?)
• McKinney, Kelli
• McReynolds, Lauren
• Muse, Terrell
• Reece, Melissa
• Sims, Shannon
• Smith, Laura
• Smith, Wesley
• Stalcup, Patrick
• Vittitow, Kristi
• Wilson, Kimberley
• Wright, Emily
• Wright, William aka Jason

“Columbia Protects Rapists”: A Public Relations Approach To Managing Collegiate Sexual Assault Scandals, Michelle J. Kolk

Masters Essays

No abstract provided.

Ua51/1 Collections & Connections, Jennifer Wilson, Editor, Connie Foster, Editor

Collections & Connections

Collections & Connections is a bi-annual publication of the Western Kentucky University Libraries featuring the Libraries' events with a view of reaching out to the Libraries supporters in the community. This issue highlights inaugural Open Access Hall of Fame inductees, TopSCHOLAR highlights, International Year of South Africa, SOKY reads, Evelyn Thurman young readers book award, SOKY Bookfest.

Ua68/17 Wku Dance: Creating Thinking Artists, Wku Theatre & Dance

WKU Administration Documents

Newsletter created by and about WKU Dance program.

• Welcoming New Professors - Meghen McKinley, Kylene Stephens
• 2015-2016 Performance Season
• Guest Artists - Banning Bouldin, Andrea Shelley, Jon Lehrer, Denise Vale, Brian Grant
• National Dance Education Organization Student Chapter
• National Honors Society for Dance Arts Student Chapter
• Dance Showcase
• Sumer Studies
• WKU Dance Intensive

Ua19/16/2 Baseball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases, game statistics and photos related to WKU baseball team for 2016.

Ua19/16/1 Wku 2016-17 Media Guide, Wku Athletic Media Relations

WKU Administration Documents

2016-17 men's basketball media guide produced by WKU Athletic Media Relations, includes athletic records and statistics, photographs, schedule and information regarding opponents.

Ua19/16/2 Womens Basketball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and photographs related to WKU women's basketball for 2016.

Ua19/16/1 2016 Media Guide, Wku Athletic Media Guide

WKU Administration Documents

Athletic media guide for volleyball team.

Ua35/3 Memoranda, Wku Provost

WKU Administration Documents

Memoranda issued by the WKU Provost to WKU faculty and staff through email in 2016.

• Outstanding Mentoring in Undergraduate Research / Creative Activity
• 2016 Faculty Awards Reception
• Associate Provost of Research & Creative Activity
• Dean of Graduate School

Ua19/16/2 Golf Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases, meet statistics and photos related to the WKU golf in 2016.

Ua19/16/1 2016-17 Wku Track & Field Cross Country Record Book, Wku Athletic Media Relations

WKU Administration Documents

WKU track and field media guide for 2016-17 season.