Ua11/1 Public Affairs Publications,
2010
Western Kentucky University
Ua11/1 Public Affairs Publications, Wku Archives
WKU Archives Collection Inventories
Publications created by and about WKU by the Public Affairs Department.
Volume 12, 2010,
2010
Technological University Dublin
Volume 12, 2010, Ellen Hazelkorn, Nora French, Wolfgang Truetzschler
Issues
No abstract provided.
Exploring Wearin And Wearout In Web Advertising: The Role Of Repetition And Brand Familiarity,
2010
West Virginia University
Exploring Wearin And Wearout In Web Advertising: The Role Of Repetition And Brand Familiarity, Sang Y. Lee
Faculty & Staff Scholarship
One of the most researched variables in advertising is repetition. Due to its theoretical and practical importance, repetition has received substantial attention from researchers. However, on the web, there has been little empirical evidence as to how repetition affects advertising effectiveness. This research reports an experiment that examined the effects of repetition and brand familiarity in the web advertising environment. The participants were exposed to 1 of 12 experimental conditions via the web. The results showed that while repetition had weak main effects across the dependent variables, it interacted with brand familiarity on attitudes and purchase intention. Polynomial trend analyses …
Consumer Responses In Sales To Multiple Media Advertising Exposures : The Impact Of Synergy Based On A Study Of Project Apollo Single Source Data,
2010
University at Albany, State University of New York
Consumer Responses In Sales To Multiple Media Advertising Exposures : The Impact Of Synergy Based On A Study Of Project Apollo Single Source Data, Leslie Wood
Legacy Theses & Dissertations (2009 - 2024)
The primary focus of this dissertation is to answer the question: how does exposure to advertising affect purchasing behavior, and in particular, how does synergy resulting from exposure to advertising in multiple media influence purchasing behavior? This is a critical piece of information in the business decision process of media planning. It determines which media to include in a media plan and how to allocate a limited budget across media in order to optimize the return on investment from advertising. This question has been studied in many ways since it has been a central question for the advertising industry for …
Do Web Users Care About Banner Ads Anymore? The Effects Of Frequency And Clutter In Web Advertising,
2010
West Virginia University
Do Web Users Care About Banner Ads Anymore? The Effects Of Frequency And Clutter In Web Advertising, Sang Y. Lee
Faculty & Staff Scholarship
This study investigates the effects of frequency of exposure to banner ads and ad clutter in web pages upon online users’ psychological responses. In a 7 (frequency 1 through 7) x 2 (clutter vs. non-clutter) between-participants factorial experiment, participants (N = 250) were randomly assigned to one of fourteen news websites, each with 20 separate pages of news stories and animated banner ads downloaded from various websites. Results indicated that frequency of exposure is a powerful psychological cue affecting users’memory, attitudes, and behavior. However, contrary to expectation, banner clutter does not lead to negative effects on recall, attitudes, and behavior. …
Ad-Induced Affect: The Effects Of Forewarning, Affect Intensity, And Prior Brand Attitude,
2010
West Virginia University
Ad-Induced Affect: The Effects Of Forewarning, Affect Intensity, And Prior Brand Attitude, Sang Y. Lee
Faculty & Staff Scholarship
Emotion in marketing communication is important because it influences the manner consumers process information. Using emotional appeal ads, a between-subjects experiment was conducted to examine the role of forewarning of persuasive intent, affect intensity, and prior attitude. Results indicate that forewarning of persuasive intent of the advertiser had negative attitudinal effects on the dependent variables regardless of experimental conditions. Forewarning of persuasive intent had negative attitudinal effects even among participants who had positive attitudes toward the company, and those who had high affect intensity. Results also indicate that participants who already had negative attitudes toward the brand were not influenced …
Index Of Titles And Authors, Volumes 1-21,
2010
University of Dayton
Index Of Titles And Authors, Volumes 1-21
Basic Communication Course Annual
No abstract provided.
Competent Public Speaking: Assessing Skill Development In The Basic Course,
2010
North Dakota State University - Main Campus
Competent Public Speaking: Assessing Skill Development In The Basic Course, Judy C. Pearson, Jeffrey T. Child, Liliana L. Herakova, Julie L. Semlak, Jessica Angelos
Basic Communication Course Annual
Effective public speaking skills are essential for a successful life. The authors provide an overall assessment of the basic public speaking course by examining fifteen student attributes divided into three categories (course engagement characteristics, dispositions, and demographics) hypothesized to affect learning and public speaking skill development in the basic course. A four-step hierarchical multiple regression tested two research questions (N = 709). Course engagement characteristics improved students’ public-speaking grade averages, but dispositions did not. The effects of demographic characteristics, particularly biological sex, were not eliminated after controlling for course engagement and dispositional factors (twelve variables). Implications and limitations of the …
The Role Of Race In Television News Coverage Of Shortcomings In U.S. Secondary Education,
2010
Louisiana State University and Agricultural and Mechanical College
The Role Of Race In Television News Coverage Of Shortcomings In U.S. Secondary Education, Jasmine Elise Haynes
LSU Master's Theses
Scholars and news media alike acknowledge that one of the main problems in education today is the minority achievement gaps in national testing. Although many education scholars have compiled several in-depth reasons as to why minorities, particularly African-American students, seem to generally lag behind their white counterparts, television news fails to give it’s audiences a comprehensive view of why minority achievement gaps are so prevalent in United States secondary public education. The purpose of this study was to examine where news consumers perceive television news places blame for problems in public education with regards to race. Studying how people perceive …
Framing Jewell: A Discourse Analysis Of Newspaper Coverage In The Aftermath Of The Atlanta Olympics Bombing And Discussion Of Legal And Ethical Standards For Such Practices,
2010
Louisiana State University and Agricultural and Mechanical College
Framing Jewell: A Discourse Analysis Of Newspaper Coverage In The Aftermath Of The Atlanta Olympics Bombing And Discussion Of Legal And Ethical Standards For Such Practices, Anne L. Songy
LSU Master's Theses
This study examines the newspaper coverage of Richard Jewell during the weeks after the 1996 Atlanta Olympics bombing. Jewell, a security guard working in the Olympic Park on July 27, 1996, was initially hailed as a hero due to his discovery of a bomb minutes before the explosion. After Jewell’s name was leaked to the press as an FBI person of interest in the case, many reporters began to frame Jewell in a negative light and, in some instances, even implied his guilt. Through a discourse analysis of news stories published between the date of the bombing and the date …
Engaging Audiences: An Analysis Of Social Media Usage In Advertising,
2010
Louisiana State University and Agricultural and Mechanical College
Engaging Audiences: An Analysis Of Social Media Usage In Advertising, Emily Fay Mabry
LSU Master's Theses
The growing usage of social media indicates a potentially effective new platform for advertisers. However, little academic research examines how advertisers use these platforms for marketing and communications. This study sought to provide an analysis of current commercial social media usage by conducting interviews at a digital creative agency and full-service agency, in addition to conducting a statewide online survey of advertising professionals. Results indicated that advertisers use social media differently than they do traditional forms of advertising media. In the current digital media environment, advertisers must provide value or an added benefit to the consumer to gain their attention. …
Twittering To The Top: A Content Analysis Of Corporate Tweets To Measure Organization-Public Relationships,
2010
Louisiana State University and Agricultural and Mechanical College
Twittering To The Top: A Content Analysis Of Corporate Tweets To Measure Organization-Public Relationships, Haley Edman
LSU Master's Theses
Corporations worldwide are realizing the potential to build relationships with publics using social media. The microblogging site, Twitter, has transformed from a platform in which people merely update the Twitterverse about their daily activities to a communication channel where interpersonal conversations between millions of users thrive. As public relations practitioners, it is important to utilize new media to reach out to publics in order to build mutually beneficial relationships. This study examines how 47 corporations use Twitter as a communication and relationship-building tool and works towards developing guidelines for practitioners on using and evaluating their communication efforts on Twitter. Grounded …
Measuring Consumer Perceptions Of Credibility, Engagement, Interactivity And Brand Metrics Of Social Network Sites,
2010
Louisiana State University and Agricultural and Mechanical College
Measuring Consumer Perceptions Of Credibility, Engagement, Interactivity And Brand Metrics Of Social Network Sites, Jeffrey Evan Forbes
LSU Master's Theses
For advertisers looking to include online media in their marketing strategies, consumer perceptions of Web sites become increasingly important. This study examined three types of endorsement in an online setting. To accommodate the many voices of a social network site, this study employed a new form of endorsement, a social-network endorsement, to account for the collective opinions and feedback of social network site members. Using an experimental design, this study tested the credibility, engagement, and interactivity of three types of endorsements: a corporate endorsement, a third-party endorsement and a social-network endorsement. Two hundred fifty-one participants examined one of three sites, …
Knowledge Gap And Cable Music Television: A Survey Of Mtv, Bet, And H1 Target Audience Members,
2010
Louisiana State University and Agricultural and Mechanical College
Knowledge Gap And Cable Music Television: A Survey Of Mtv, Bet, And H1 Target Audience Members, Katharine Claire Gavin
LSU Master's Theses
American youth and adolescents have the highest rate of teenage pregnancy and sexually transmitted infections in the industrialized world. Entertainment media, the preferred genre of today’s adolescents, depicts sex, drugs, and alcohol use at a greater rate than any other genre of programming. What are health communication strategists doing to counter the widespread, inaccurate portrayals often depicted in this type of programming? With previous knowledge gap and health communication research failing to examine youth oriented and racial targeted entertainment programming, this study utilizes a survey to analyze BET, MTV, and VH1 audiences’ health knowledge, recall, and attitude toward PSAs to …
Betties And Broads: A Qualitative Examination Of The Maiden And Whore Archetypes In "The Golden Girls," "Designing Women," And "Sex And The City",
2010
Louisiana State University and Agricultural and Mechanical College
Betties And Broads: A Qualitative Examination Of The Maiden And Whore Archetypes In "The Golden Girls," "Designing Women," And "Sex And The City", Crystal Jackson
LSU Master's Theses
This study examined the maiden and whore characters in “The Golden Girls,” “Designing Women,” and “Sex and the City.” Using a textual analysis and discourse analysis approach, I examined the two characters comparing them to the definitions of archetype and stereotype provided by Jungian theory and feminist film theory. I analyzed ten randomly selected episodes from the second season excluding both the premier and the finale. Three of the research questions were rooted in central ideas found in the shows: outward appearance, language and conversation, and sexual relationships. The last research question determined whether or not the characters were archetypes …
The Blame Is In The Frame: Inter-Reality Comparisons Of Crime Reports And Local News Crime Coverage On The Internet,
2010
Louisiana State University and Agricultural and Mechanical College
The Blame Is In The Frame: Inter-Reality Comparisons Of Crime Reports And Local News Crime Coverage On The Internet, Dana Marie Tumblin
LSU Master's Theses
Research of crime news suggests that Blacks are over represented as criminals when compared to crime reports; study of race and crime judgments reveals that viewers with heavy amounts of television news viewing associate Blacks with crime more often than viewers who watch lower amounts of television news. Further complicating the perception of Blacks is their lack of diversified coverage in the news. Most coverage of Blacks frames them as liabilities to their communities, while offering few positive depictions to counter the Black criminality frame. The Internet may aid in exacerbating stereotypes of Blacks by allowing users to selectively expose …
The Effects Of Comedic Media Criticism On Media Producers,
2010
Louisiana State University and Agricultural and Mechanical College
The Effects Of Comedic Media Criticism On Media Producers, Lindsay Nicole Newport
LSU Master's Theses
Leaning heavily on the media criticism and soft news literatures, the study analyzed comedic media criticism and the effect (if any) it has on the practices of media producers by studying a early 2009 exchange between The Daily Show host Jon Stewart and Mad Money with Jim Cramer host Jim Cramer. In the exchange, Stewart criticized the financial advice Cramer doles out on Mad Money, suggesting that Cramer perhaps knowingly leads his viewers astray with ill-advised stock tips. A quantitative content analysis of claims (N=510) pulled from Mad Money transcripts both before and after Stewart’s criticism of Cramer revealed little …
The Act Of Raising Donors: An Assessment Of Fund-Raising Stewardship Practices In Healthcare Institutions,
2010
Louisiana State University and Agricultural and Mechanical College
The Act Of Raising Donors: An Assessment Of Fund-Raising Stewardship Practices In Healthcare Institutions, Megan Lee Moses
LSU Master's Theses
The concept of stewardship within fund raising literature stems from the public relations theories of relationship management, which involve maintaining mutually beneficial relationships between an organization and its publics. With the current economic crisis, non-profit organizations see the need to focus more time and attention on maintaining and fostering relationships with existing donors, and therefore, the idea of stewardship stands an area of great interest to scholars and fund-raising practitioners alike. This study seeks to evaluate the role and formalization of stewardship in the fund-raising process, the current tactics practitioners use to practice stewardship, and better understand the limitations to …
What Content Makes People Want To Use Sports Websites?,
2010
Louisiana State University and Agricultural and Mechanical College
What Content Makes People Want To Use Sports Websites?, Cara Francesca De Carlo
LSU Master's Theses
This study looked at sports websites to see how the variables information, humor, entertainment, community, and credibility affected sports website users’ intentions to use and re-use sports websites. Three groups of 25 and one group of 30 participants each completed a website viewing activity and corresponding survey. There were four website viewing activities (one for each group). The activities led participants on tours of ESPN.com, Deadspin.com, Football Outsiders, and Yahoo! Sports. Furthermore, the tours were designed to expose participants to the variables (as defined under disposition theory and uses and gratifications). Likewise, the corresponding survey assessed participants’ intentions to use …
Creating Brands Online: Third Party Opinions And Their Effect On Consumers' Trust In Brands And Purchase Intentions,
2010
Louisiana State University and Agricultural and Mechanical College
Creating Brands Online: Third Party Opinions And Their Effect On Consumers' Trust In Brands And Purchase Intentions, Pavel Mrazek
LSU Master's Theses
Consumer lack of trust in online vendors and brands is identified as one of the biggest obstacles in the growth of e-commerce. This study examined how third-party product reviews help in building consumers’ trust, in consumers’ perception of product quality, their brand attitudes and consumers’ purchase intention. The six cell experimental design tested the effect of consumer and expert online product reviews on fictitious web sites for high-involvement and low-involvement products. The findings indicate that online consumer product reviews perform better than online expert product reviews and no product reviews. Online product reviews affected visitors to a web site with …
