Public Relations and Advertising Commons^™

The Significance Of Color In Food Marketing, Faith Elizabeth Zaki

Renée Crown University Honors Thesis Projects - All

The effect of color on the perception and expectation of flavor and taste was researched. Psychological and scientific studies were used to demonstrate the benefits of using the right colors in advertising and marketing. Color, in these studies, was proven to affect consumers’ behavior when purchasing food. Color is interpreted by different genders, races, and ages were also studied. Color is a significant marketing tool that can help attract the right target markets. Also, examples of how color has help and hindered marketing campaigns in the past were examined.

Meet Them Where They Gather: An Analysis Of Nasa’S Communications Approach For The 21st Century, Amanda D. Stein

College of Journalism and Mass Communications: Theses

Since the National Aeronautics and Space Act of 1958, the National Aeronautics and Space Administration (NASA) has been tasked with not only governing the United States’ space activities, but also sharing those efforts and subsequent findings with the American public. When President Barack Obama issued the Open Government Directive in 2009, NASA was well positioned to meet the objectives. Today, the administration has built one of the most successful web-based information-sharing presences by government agency, largely by tailoring communications efforts to reach the public on popular social media platforms. This paper will explore how NASA has utilized two-way symmetrical communications …

Amanda Knox: A Content Analysis Of Media Framing In Newspapers Around The World, Deidre Freyenberger

Electronic Theses and Dissertations

Newspaper coverage can have a positive or negative impact on the image of an individual. This study examined the framing of Amanda Knox in newspapers published worldwide during the 4 years Knox was imprisoned in Italy. An American foreign exchange student, Knox was studying in Italy when her roommate was murdered. A content analysis of 500 major world newspapers was conducted. The study’s purpose was to determine the tone, story placement, and page placement of each mention of Amanda Knox. Newspaper articles associated with the topic were retrieved from the LexisNexis database and analyzed. The results showed that mentions of …

Content Analysis: U.S. Newspaper And Social Media Portrayal Of President Obama In Association With The Killing Of Osama Bin Laden During The 2012 Presidential Election Year, Whitney Y. Thomas

Undergraduate Honors Theses

In a broad sense, public relations is the communication between an organization and its audience. Public relations helps create and maintain a relationship between the two. When an organization experiences a success or failure public relations is put into place to help rally public support.

The intent of this thesis aims to determine the tone of President Obama in U.S. newspapers and social media in association with the capturing and killing of terrorist Osama bin Laden.

This thesis examines a variety of U.S. newspapers by region and social media. Newspaper articles related to the topic were retrieved from six regional …

A Professional Project Surveying Student-Run Advertising And Public Relations Agencies At Institutions With Acejmc Accredited Programs, Allison M. Busch

College of Journalism and Mass Communications: Theses

A student-run agency is a valuable opportunity for advertising, marketing, and communication students to build experience, add to resumes, and apply their classroom knowledge to real-life situations. The opportunity to work with clients outside of the classroom helps students to develop skills that will set them apart later in their career search.

A student-run advertising agency essentially functions as a true advertising or PR agency does, with a few primary differences. Associated with a particular university, and usually under the guidance of one or more faculty advisors, the agency processes, clients, and projects are managed by the students involved. Depending …

Service Learning And Groundswell, Katherine Baran

Honors Theses

Service learning has become an important part of getting students engaged and excited about learning. Groundswell is a G-rand Valley State University nonprofit organization funded through the Great Lakes Fishery Trust. Groundswell works with teachers and students across Kent County in Southwest Michigan to provide funding and educational support for successful service learning projects that deal mostly with the Great Lakes, the Grand River and watershed. There are 22 partners of Groundswell throughout Michigan. With those partners, Groundswell serves 17 different schools in Kent County. Service learning has a wide variety of definitions. However, at the basic level service learning …

A Historical And Analytical Study Of Feminization In The Field Of Public Relations, Taylor U. (Flumerfelt) Beatty

Selected Honors Theses

The origin of the public relations field can be traced back more than 1,000 years. The use of its basic concepts can be seen throughout history, and increased in the 19th and 20th centuries. Until the mid-1900s, the field was largely comprised of men. World War II spurred the beginning of the feminization process, which caused public relations to experience a large influx of women. The number of female practitioners has since continued to increase. Even though feminization occurred and the field is now largely female-dominated, female practitioners experience a wide variety of gender inequalities in social, professional and economic …

The Phenomenon Behind The Bite: Altercasting As It Applies To Apple Technology, Elizabeth Baldwin

Masters Theses

This paper investigates how the brand Apple markets their product so that consumers feel obligated to buy their product. By looking at five main categories of brand loyalty, environmentally friendly practices, being up-to-date with technology, pricing with value and customer service, this paper will rhetorically analyze how successful of a job it does. To get an inside look at what the public thought on the the way that Apple fulfilled their altercasting this paper analyzed what people said about Apple verses competing technology brands. By drawing overall conclusions, recording trends and making observations about the way that people had been …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman

Masters Theses

Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …

Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer

Masters Theses

While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the …

Communicating Financial Inclusion Policy In Nigeria: The Role Of The Media, Frank Aigbogun

Bullion

The Central Bank of Nigeria (CBN) has shown great foresight in the effort to ensure that greater numbers of Nigerians that are currently financially excluded are brought into the fold, through effective policy initiatives that are hinged on global best practices. For instance, in 2012 the Bank incorporated information and knowledge that will eventually lead to the formulation to amend existing regulatory frameworks, including recommendations on microfinance, mobile financial services (MFS) and agent banking. The CBN’s aim of educating and imparting skills on financial system inclusion to journalists who through their media would inform the general public about this all-important …

The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

Journalism

No abstract provided.

Misconceptions In Agriculture: The Role Of Public Relations To Communicate With And Educate The Public, Kimberly Taylor

Journalism

The following study aims to investigate the misconceptions in agricultural communications, why they exist, and what communicators can be doing to further the development, management and assessment of agricultural communication messaging. Agricultural issues are a source of media attention, from policy changes like Proposition 2 or Proposition 37 in California, to commercials such as the Dodge RAM Super Bowl spot in 2013. By studying what professionals are currently doing in the fields of public relations, marketing, and agricultural communications to reach and educate the consumers, it becomes clear the strategies that should be taken when presenting key messaging. This study …

Building Collaboration Within The Quarter Horse Community: The Obstacles And Hurdles, Allison Grayson

Journalism

The following study investigates how to increase collaboration within the Quarter Horse community through Twitter. Twitter is increasingly one of the top social media tools for many organizations, including organizations within the Quarter Horse community. Twitter is an important tool in creating a dialogue between community members, and the organizations to which they are members. Research shows, “Users believe that using Twitter can improve their performance or their ability to achieve specific goals and, thus, they are more extrinsically motivated to continue to use it” (Agrifoglio, Black, Ferrara & Metallo, 2012, p. 38). That being said, it is important that …

Why Do We Just Do It: A Study Of Adolescents' Influences For Nike Sneakers, Kyle Gallagher

Theses and Dissertations

The purpose of this research project is to examine the motivations, influences and purchase-decision behavior of adolescent boys regarding athletic footwear and apparel. Due to its supremacy in the athletic apparel and equipment industry, the author focused on Nike during this study. The researcher collected a convenience sample of fifteen adolescent boys residing in Southern New Jersey to participate in a focus group session and telephone interviews, and complete a 24-question survey. The researcher segmented the population into three groups, using age ranges as the parameters. Group A consisted of five boys ages 10-12 years old, Group B consisted of …

Ua12/2/33 Black History Month, Wku Association For The Study Of African American Life & History

WKU Administration Documents

Poster announcing events scheduled for Black History Month at WKU.

Barking Louder: Interest Groups In The 2012 Election, Jeff Smith, David Kimball

Political Science Faculty Works

No abstract provided.

East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson

Business

There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons.

Community Preparatory School: 2013-2014 Public Relations Plan, Liz Gallagher, John Tateossian, Max Dowgiallo, Cory Kadlik, Victoria Isenstein, Spencer Gossy, Pat Holland, Arnold Robinson

Marketing and Communications

Community Prep sends out seasonal newsletters during fall, winter, spring, and summer of each year that promote recent activities in school, discuss recent events, profile important donors, and give updates on alumni’s successes. These newsletters are sent out in the mail, and are also accessible on Community Prep’s website. Each newsletter comes in one color, with black and white photographs, and has a readable and attractive layout. Email updates have similar information, but sometimes have embedded videos, and provide links to a site where donations can be made or tickets can be bought for future events.