Public Relations and Advertising Commons^™

School Library Advocacy Success- Perceptions In Context, Elizabeth Burns

STEMPS Faculty Publications

School librarians must be able to articulate the value of the educational impact they have on students and do so in a manner that is meaningful to their stakeholders (Kirkland, 2012). Little research (Ewbank, 2011; Haycock, 2003; Oberg, 2006) exists examining effective advocacy practices or the perceptions of school library programs by stakeholders when school librarians are strong advocates for their programs. This study addresses this gap and explores perceived advocacy success by school librarians, as well as their stakeholders, and the strategies implemented to gain support for the school library program. This study employed a mixed method explanatory research …

Death Of A Politician, Brian W. Sanders

Global Tides

This paper strives to explain the remarkable efficacy of brash rhetoric, specifically analyzed through the lens of Donald Trump’s sustained popularity in the 2016 Presidential Election. Examining Trump’s rhetorically generated relationships with the media, immigrants, politicians, and women, this paper explores the increasing importance of sophistic rhetoric and rhetorical ethos. Appeals to audience identification through in-groups and out-groups are explored, followed by an examination of the appeal of violent metaphors and sanctity considerations to Trump’s voter base. Trump’s successful self perpetuating cycle of shocking statements, followed by increased news coverage and political popularity is explained. Finally, this paper analyzes the …

The Expansion Of Conscious Capitalism Into The Marketing World: Do Marketing Managers Practice 'Conscious' Marketing?, Gary Ottley

2016

Conscious capitalism is a business philosophy that, through its four foundational principles – higher purpose, stakeholder integration, conscious leadership, and conscious culture and management – reflects a move to elevating marketing to a higher level. Combining the axioms of service-dominant (S-D) logic with the tenets of conscious capitalism, the construct “conscious marketing” is developed. Conscious marketing is the manifestation of conscious capitalism in a marketing context, seen through the lens of S-D logic and influenced by a stakeholder orientation to marketing.

This research defines and delves into the meaning of the conscious marketing construct informed by extant literature, and develops …

Brains In Motion: How To Utilize The Connection Between Movement And Learning In The Classroom, Keely Kennedy

Honors Theses

Recent research reveals that the state of Mississippi ranks among other states as the highest in obesity and ADHD and among the lowest in education. These rankings negatively affect the state as a whole by associating Mississippi with an image of being unhealthy and unintelligent. Studies show that physical activity is related to the brain and its processes, so there is obviously a connection between Mississippi's high obesity and ADHD rates and inferior education. However, teachers are unaware of the relevance of the connection between movement, high levels of obesity, low education rates, and high levels of ADHD; thus, they …

Social Media Management For Non-Profits And Churches, Paige K. Purtz 6896893

Williams Honors College, Honors Research Projects

This project was created as a result of a need to for social media guidance and best practices for churches and nonprofits. Research was conducted on current social media trends, statistics, and strategy. Five medium-to-large nondenominational churches made their analytics available. Data was taken from their analytics to discover what kinds of posts received the most engagement. The result of the research is a reader-friendly, best practices social media guide for churches.

Buy Local Brands Rising: The Secret Ingredient To Sustaining An Enduring Cleveland Bakery’S Legacy, Rebecca C. Wrenn

Masters Essays

This creative project explores the subject of brand sustainability for local businesses. Evaluating bodies of literature in place branding and brand management, the project aims to investigate the trendy philosophy known as buy local, how small businesses can harness the power of their local community to both develop and sustain the company’s brand. With success from buy local campaigns, small businesses in return strengthen the community’s economy and the city’s brand. This essay uses Davis Bakery and Delicatessen, a 76-year-old Cleveland business, as a case study to illustrate the creation and maintenance of a buy local brand. The case study …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

A Comparative Analysis Of Curriculum Content Among Undergraduate Integrated Marketing Communications Programs, Braxton A. Jones

Honors Theses

The following thesis is an analysis of Integrated Marketing Communications (IMC) undergraduate programs. This thesis asks what the characteristics of an ideal undergraduate IMC program are and does any existing program have all these characteristics. The rise of IMC as a communication approach, combined with its adoption by many companies as the new marketing standard, has led many different universities to offer a curriculum in IMC, but the curriculum varies greatly. Since it is still a new subject, colleges place the new program in different disciplines, including the business school, the communications program, and the journalism department. While there are …

Loyalty Marketing To Millennials, Debra L. Whitley

Honors Theses

The purpose of this study is to examine the most effective techniques businesses use to attract and retain loyalty program memberships targeted to the Millennial demographic group. The methodology used to reach insights around this topic includes secondary and primary research that aided in the understanding of the effectiveness of communication strategies used to appeal to Millennial consumers. Initially, the researcher conducted secondary research by consulting books and surveys written by industry professionals as well as scholarly articles. Next, the researcher designed two electronic surveys. One survey had 63 anonymous respondents and the other survey had 119 anonymous respondents, all …

An Analysis Of How Public Relations Professionals Use Social Media, Abigail Jen Kreun

Honors Program Theses

This thesis will provide a clear and concise guideline on how to grow a business’s social media presence for public relations professionals in the workplace and individuals who run their business’ social media accounts but who are not trained. Also, it will provide a deeper look into social media training areas where businesses might consider investing. This research will build understanding and knowledge about how to use social media effectively in a public relations career, and also show how public relations theories have adapted to this form of communication.

Dairy, Democracy, & Pr: A Political Economic Analysis Of Associated Milk Producers, Inc. 1988-1989, Anna L. Percival

Masters Theses

This paper, using a political economic approach, explores the communication techniques used during a second-wave of consolidation in the dairy industry in the 1980s. After providing a historical context of the dairy industry and its connections with federal policy, this paper follows the story of a large dairy cooperative: Association Milk Producers, Inc. (AMPI) and how it influenced public policy and consumption through interconnected dairy organizations like the National Milk Producers Federation and by using a political action committee. This paper provides an example of Carey's (1997) treetops propaganda by way of the powerful political action committee C-TAPE and the …

Adpr 450: Public Relations Theory And Strategy—A Peer Review Of Teaching Project Inquiry Portfolio—"Using Crisis Simulation To Enhance Crisis Management: The Role Of Presence", Ming Wang

UNL Faculty Course Portfolios

Simulation-based training (SBT) is a common pedagogical tool used in crisis management training. This paper explores the effects of a crisis simulation activity on students’ crisis management competencies. Pre- and post-test surveys indicated that students significantly improved crisis management competencies after the crisis simulation activity. Moreover, presence was found to be positively associated with crisis management competencies, suggesting that presence is critical in designing an effective simulation activity.

No More Mind Games: Content Analysis Of In-Game Commentary Of The National Football League’S Concussion Problem, Jeffrey Parker

Theses and Dissertations (Comprehensive)

American (gridiron) football played at the professional level in the National Football League (NFL) is an inherently physical spectator sport, in which players frequently engage in significant contact to the head and upper body. Until recently, the long-term health consequences associated with on the field head trauma were not fully disclosed to players or the public, potentially misrepresenting the dangers involved in gameplay. Crucial to the dissemination of this information to the public are in-game televised commentators of NFL games, regarded as the primary conduits for mediating in-game narratives to the viewing audience. Using a social constructionist theoretical lens, this …

Marjinalisasi (Publik) Aktivis Dalam Literatur Public Relations, Nurhidayati Kusumaningtyas

Informasi

Abstract
Activism can involve an individual or a collection of a few people. The practice of activism is often perceived as negative and destructive actions. In the literature of public relations, we will discover how the activist group pressure group categorized into the "source of trouble" and must be addressed by public relations practitioners. This perspective led to a bias that leads to marginalization of "activist public" in public relations literature. Marginalization process lasts through two methods: (1) the provision of which tend negative stigma, (2) the dominance of the paradigm of "corporate centric" in the literature of public relations. …

Translating Transformative Human Rights Education Through Visual Languages & Informal Spaces, Jazzmin Chizu Gota

Master's Projects and Capstones

This project examines methods, theories, and practices of translating human rights education through multiple vernaculars. Developed as a workshop in sociocultural syntax deconstruction and an educational human rights education website focused on the domestic population of the US, the project focuses on localizing human rights concepts to the public vernacular of the country. Human rights education (HRE) and media and information literacy (MIL) are expanded and redefined as social literacy, or the ability to navigate and decode the present, complex realities that both HRE and MIL were developed to address. Reframing media and visual arts as an archive of past …

Portion Size Communication By Means Of Package Design, Tami J. Strickland

Graduate Theses and Dissertations

This qualitative study assessed consumers’ current methods of determining portion sizing of chicken products and examined their perceptions of how effectively three package designs communicate portion size. Everett M. Rogers’ Diffusion of Innovations (DI) Theory analyzes the characteristics of the consumer of the innovation (adopter) and the impact these characteristics have on adopting new innovations. The innovation in this study will be the prototype packaging. Focusing on Rogers’ adopter characteristics and defined proprietary consumer segmentation characteristics, this study will be pivotal for future package design projects targeting nutrition education.

Focus group questions were scrutinized through a pilot study and revised …

The Dove® Campaign For Real Beauty: What’S Next For Inclusivity?, Kelly Indermill

Journalism

This study analyzes the Dove Campaign for Real Beauty, examining the brand’s overall implementation of the campaign, as well as its successes and failures. More than ten years after the launch of Dove’s first campaign, the advertising world has greatly evolved. In an ever-changing media world, Dove took the first step towards an attempt at an all-inclusive advertising campaign. This study examines the degree to which Dove’s innovative campaign set the bar for future advertisements. It demonstrates the importance of corporate social responsibility, brand management, inclusivity and the two-way symmetrical communication model.

Creating An Ethical, Non-Intrusive Native Advertising Model For Mustang News, Jacob Lauing

Journalism

With the arrival of the digital age of journalism, the industry has seen massive changes in the past 10 years. Those changes extend to the financial operations of journalism as well, where advertisers have been forced to follow suit as readers’ consumption habits move from print to digital. Traditional digital advertising solutions are not ideal for any party involved — they’re intrusive for readers and ineffective for advertisers. Native advertising, an emerging source of revenue where advertising content is created to look like editorial content, is becoming a big part of the digital advertising equation for some media companies. This …

Private Military Contractors, Security Forces, And Mercenaries, Naomi Pearson

Laurier Undergraduate Journal of the Arts

No abstract provided.

Wright State University Men's Basketball Media Guide 2015-2016, Wright State University Athletics

Athletics Publications

A media guide for Wright State University's 2015-2016 Men's Basketball team. This guide includes photographs, player stats, game results, and records.

Cultural Influence Of Storytelling: An Examination Of The Use Of Narratives In Political Campaigns, Charla Bansley

Masters Theses

Television has changed political discourse. The thirty second commercial has replaced typography and rhetoric. After losing the popular vote in 5 of the last 6 presidential elections, the Republican National Committee concluded that the GOP has lost the ability to persuade. Walter Fisher's Narrative Paradigm states that meaningful communication is in the form of storytelling, which enables public discourse to observe not only differences, but commonalities. In a postmodern culture that does not believe in absolute truth, this study asked the following question: Are conservatives still using statistics and facts to communicate conservative principles? The rhetorical research conducted here examined …

Wright State University Women's Basketball Media Guide 2015-2016, Wright State University Athletics

Athletics Publications

A media guide for Wright State University's 2015-2016 Women's Basketball team. This guide includes photographs, player stats, game results, and records.

Life Beyond The Like: Uses And Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash

College of Journalism and Mass Communications: Theses

One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …

Pur 4801 Advanced Public Relations, Kelly Werder

Service-Learning Syllabi

No abstract provided.

Shooting For The Sky: Martin Tengler Is Part Of A Team That Wants To Use Drones To Plant A Billion Trees A Year, Gerry Boyle

Colby Magazine

Martin Tengler '12 can picture a time when aerial drones fan out to map vast reaches of deforested land and then plant thousands of seed pods that will turn wasteland into new forest.

Library Display 2.0: Evolving From Monologue To Dialogue, Ilishe Mikos, Brandy R. Horne, Kari D. Weaver

Library Philosophy and Practice (e-journal)

Generally created by individual librarians and anchored to a physical space, library displays are often static, limited, and fleeting. However, these displays can evolve into wider, more affective, multi-dimensional, 21^st century, virtual spaces by incorporating collaborative discourse between multiple librarians, by reaching out to the community for content, and by using technological tools, such as email, Google Drive, Google Images, QR codes, and social media. This paper presents a case study of the life of a library display from inception through execution. By pooling the skills, experiences, and stakeholder networks of two librarians and an MLIS intern, the library’s …

Ua77/1 Wku Spirit, Wku Alumni Relations

WKU Administration Documents

WKU's alumni magazine. Contents:

• Ransdell, Gary. Letter from the President
• Before & After: College Bulletins
• Marc Archambault Named Vice President of Development & Alumni Relations
• 4 WKU Students Recognized by Goldwater Program
• Julia Roberts Receives National Award for Impact on Gifted Education
• WKU Newest Member of Kentucky Proud Farm to Campus Program
• Muhlenberg County Educator Inducted into Teacher Hall of Fame – Mary Armstrong
• Brent Bjorkman Appointed Director of Kentucky Museum
• WKU’s Campus Awarded Level I Arboretum Accreditation
• Honors College at WKU Spotlighted in National Guide
• WKU Wins Hearst Photojournalism Title for 22^nd Time in 26 Years
• WKU Among …

Ua51/1 Collections & Connections, Jennifer Wilson

Collections & Connections

Collections & Connections is a bi-annual newsletter of WKU Libraries. This Spring-Summer 2015 issue features another successful book fest organized by the partnership of WKU Libraries, WC Public Library, and the Barnes & Noble Booksellers. Diana Gabaldon, an author known for her Outlander series, is featured in an headline article and so is Kiran Bhatraju, who received this year's Kentucky Literary Award.

Another article features the announcement of the launch of Kentucky Research Commons by WKU Libraries as well as the publication of the new Faith Community Nursing journal on its own digital institutional repository known as TopSCHOLAR.

Yet another …

Ua68/8 History Alumni Newsletter, Wku History

WKU Administration Documents

WKU History Department alumni newsletter reporting activities of the department, faculty, staff and students.

Bioresource & Agricultural Engineering Department Magazine: Development And Design Of The Annual Magazine Following Cal Poly Standards, Alyssa Moore

Agricultural Education and Communication

The purpose of the annual BioResource and Agricultural Engineering (BRAE) magazine is to provide the BioResource & Agricultural Engineering Department with a magazine that reflects the department and relays information to alumni, students, industry partners, and the general public. Future student assistants for the BRAE Department will have a template and strategy behind what they will need to accomplish each year by looking and reading this senior project. This magazine includes; Department Head Message, Club Features, Alumni Highlights, Successful Students, Highlight on Past Department Head, Industry Sponsors, Class Feature, BRAE Banquet, Irrigation Training and Research Center, and New Staff Features. …