Dissertations / Theses: 'Marketing|Communication|Mass communication'

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Luke, Brittany D. "Brand Recall of Advertisements on Twitch.tv." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10813253.

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Twitch.tv is a new phenomenon in the world of gaming and online entertainment. Advertising professionals could use Twitch.tv as a new outlet to advertise brands to their audiences. To further understand brand recall of advertisements on Twitch.tv, this thesis examined different variables such as game experience, ad placement, and ad familiarity. The Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) relates to effects on viewer recall of brands in advertisements seen on Twitch.tv, as it is ultimately a new form a television and this model can help understand how its messages are processed (Lang, 2000). A 2x2 factorial design was used to determine interactions between brand familiarity and advertisement placement as well as their effects on brand recall. Game experience was used as a covariate to determine if this variable further made a difference in brand recall of advertisements on Twitch.tv.

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Gautreaux, Ryan J. "Framing the Patient Protection and Affordable Care Act| A Content Analysis of Democratic and Republican Twitter Feeds." Thesis, University of Louisiana at Lafayette, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10163326.

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This study examines the portrayal of the Patient Protection and Affordable Health Care Act (PPACA) based on the Twitter feeds of Democratic and Republican leaders. This innovative thesis provides a clear depiction of how divisive and unprecedented political cyberwarfare has unfolded within the realm of computer-mediated communications. This study also uses an original approach in its capability of identifying the political combatants of a divisive topic. This is also the first content analysis of its kind by bringing data analysis to the concepts of Entman and Kuypers, focusing on problem/solution and cause/effect rhetoric that confirms framing as a powerful political weapon. This research combines all of the above concepts and applies them to one of the most popular and current social media sites as a basis of analysis. This research also proves the value of politicians’ personal Twitter accounts when studying the general framing strategies of the respective parties.

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Qabur, Ibrahim. "FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982.

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Murphy, Melvin Murphy. "Internal Strategies for Assessing Organizational Communication Channel Effectiveness." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3406.

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Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication more critical to business success. The purpose of this multiple case study was to explore strategies used by managers and leaders of 3 law firms in the Commonwealth of Virginia for assessing the effectiveness of their organization's internal communication channels. The participating firms were recognized by their peers as being exceptionally well-managed. Data from interviews and company documents were analyzed through the conceptual lens of the channel expansion theory and the use of software coding to identify patterns and themes. Three important themes emerged: informal assessment strategies, indirect assessment strategies, and efficient versus timely assessments. The first theme suggested the effectiveness of an informal assessment strategy, depending on the size and complexity of the organization. The second theme reflected the effectiveness of an indirect assessment for organizations that lack the resources to support a more direct and specific assessment process. The third theme reflected the participants' perceptions of informal and indirect assessments may be more efficient, the feedback from the assessments are often less timely. Managers may consider these themes in formulating communication policies. The findings of this case study may have implications for positive social and economic change. Small professional service firms, such as legal firms, provide important services to individuals, families, and businesses in their community.

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Estrada, Priscilla C. "Motivations Predicting Facebook Users' Engagement with Advertising| A Uses and Gratifications Approach." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10978175.

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Social media allows people to communicate and interact with friends and acquaintances around the world. This innovative avenue of advertisement is now helping companies create content and turn information into profit. This study seeks to understand the effects of social network advertisement (focusing on Facebook) on the biggest population of Facebook users. This population between 30–36 years old is highly engaged in Facebook; spending a critical part of their time on social media channels for several reasons such as: increasing their social life, networking, locating old friends, etc. Through the uses and gratifications theory, this research was able to examine the motivations behind users social media usage and how their levels of engagement in social networking sites can influence their purchase behaviors. The purpose of this study was to show the relationship between motivations for using Facebook in the age group previously mentioned and engagement/interaction with Facebook Advertising. Statistical tests were conducted to determine the relationship between elements of uses and gratifications theory and engagement with Facebook ads.

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Walker, Brittanny L. "A Content Analysis Investigating Persuasion Intent in YouTube Videos that Target Preschool-Age Children." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10815095.

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Advertising to children has been a topic of discussion for many years. In fact, the Federal Trade Commission is still researching way to better regulate advertising to children. This thesis investigates the persuasion intent as inferred from video content strategies, themes, and descriptions associated with YouTube videos that target preschool-age children posted on the Ryan ToysReview YouTube channel. With the advancement of technology and children?s growing ability to interact with technology, including social media networks, marketing and advertising professionals are finding new ways to promote toys to children during their unsupervised time on such platforms. From the research presented in the Literature Review, persuasion intent may be presented even if it is not in traditional advertising including YouTube videos. The significance of this study is to help add to the existing research that seeks to identify how YouTube videos may contribute to what scholars understand about the way children learn new skills and behavior and believe is associated with how they are being socialized into consumers. This was done to encourage change in regulatory issues by the Federal Trade Commission as well as suggest appropriate changes or updates to skills presently taught to future advertising professionals in undergraduate advertising curricula.

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Johansson, Tina, Martin Eklind, and Martin Samuelsson. "B2B Relationships in the Advertisement Business : A Study of Advertising Agency-Client Relationships." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1206.

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In the complex business environments of today, firms are in need of external expertise in order to achieve a competitive edge. The increased complexity is partly due to technological devel-opment and facilitated global access affecting most markets. Therefore, marketing activities has increased importance in a firm’s core strategy. Being able to communicate to customers in a creative and more direct way is vital in order to survive in a global battlefield. One interesting question is how one should involve external expertise in achieving successful marketing in an effective manner. There seem to be difficulties in maintaining long-term agency-client relation-ships and one could question why? Quite often one finds clear differences reflecting role defi-nition and what the parties expect of each other.

The purpose of this thesis is to analyse the relationship between advertising agencies and their clients. The authors aim to investigate how companies use external influence/advertising agencies in their marketing communication process and identify the crucial factors leading to suc-cess/failure of agency-client relationships.

A pre-study was made in order to get an understanding about the actual situation on the field, and gave us the interest in investigate the agency-client relationship. Then, a qualitative multiple case studies have been made and gave a relatively good insight in the agency-client relationship. Insight in where the relationships are lacking and where improvement is needed.

The authors discovered that why agencies and clients fail in their relationships, many times is a result of miscommunication and misunderstandings. Attitudes towards each others field of op-erating and lack of dialogue seem to be the reasons why this appears. They need to meet at a level somewhere in between the points at the present, hence need for agencies to have a deeper understanding than present client desire and for agencies to be able to adjust to client needs, and correlating their abilities. The key is communication. A lot of the improvements is up to agencies in mediating and marketing themselves in a more efficient manner than today. Advertising agencies are often failing in establishing an effective communication process with their clients.

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Chambers, Pleas R. III. "Belief based behavioral identifiers resulting from exposure to informational advertisements on the social network site Facebook." Thesis, Argosy University/Phoenix, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10115699.

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Subjective norms (family members and close friends) between the ages of 18 and 34 who were part of the SurveyMonkey Audience were part of this quantitative study. The study examined those more likely to share/retransmit the belief-based informational advertisement related messages of Corporate Social Responsibility (CSR), consumer health, and politics with/to college students between the ages of 18 and 24. For organizations to more efficiently and productively target college students with their informational advertisement related messages, they must gain a better understanding of the types of messages more likely to be previewed and shared/retransmitted by subjective norms. This study examined (a) the frequency in which subjective norms utilized Facebook to communicate with college students, (b) willingness of subjective norms toward previewing certain types of informational advertisement messages on Facebook, and (c) willingness of subjective norms to share/retransmit certain types of informational advertisement messages on Facebook. An online survey was administered utilizing a SurveyMonkey audience platform. A total of 173 participants volunteered to complete the online survey. The results indicated that the strength of the relational tie of a subjective norm was not significantly correlated to their willingness to share/retransmit informational advertisement messages. Gender of the subjective norm was a better predictor of who is more willing to share/retransmit certain types of informational advertisement messages with/to college students on Facebook. This study concluded with implications for practice and future research recommendations.

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Kanyutu, Teresia Watiri. "An integrated marketing communication framework for communicating city events in Nelson Mandela Bay." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/8477.

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In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.

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Glassco, Michael Alan. "Contested images: the politics and poetics of appropriation." Diss., University of Iowa, 2012. https://ir.uiowa.edu/etd/2875.

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As a tactic of dissent and political protest, appropriation artists use commercial and government images to critique power, by subverting the intended message and displaying their critique in public spaces. Appropriation activists are revolutionary subjects, graphic agitators, and rebellious bricoleurs who engage in the tactics of guerrilla semiotics, `subvertising,' fauxvertising and culture jamming, to expose advertising imagery as a system of ideology that manufactures identity, sublimates desire, and naturalizes the construction of race, class, and gender. Their tactics also indicate the attempt to reclaim public space to address the privatization of culture and the unequal access to cultural resources. The use of images and tactics of appropriation creates a more diverse array of voices in the public sphere and opens spaces for active participatory engagement with the public to address systematic asymmetries of power. The appropriation tactics and images used by Barbara Kruger, Jenny Holzer, and the Guerrilla Girls in the late seventies and eighties, for example, addressed the normalizing representations of gender, sexuality and identity in advertising and the idealized promises of consumption. In the late 1980s and 1990s, the Billboard Liberation Front, Adbsuters, Robbie Conal, and Shepard Fairey engaged in ideological warfare over the right to own, access, produce and display appropriated images. From billboards intended for commercial advertising to the display of `subvertisements' in magazines, and the un-commercials to promote Buy Nothing Day and TV Turn off Week, these activists confront the prevailing cultural apparatuses of meaning and the political economic structures that enable their power. To capture the cynical trendsetting demographic more resistant to traditional advertising, advertisers have co-opted the imagery, style and tactics of these artists. Their tactical strikes and visual style now convey hip, new, edgy and cool brand identities. Their images have also been commodified as commercial products and institutionalized art and have become fashion. As appropriation artists and advertising agencies engage in the same tactics and use the same visual style, the lines between art, appropriation and advertising have blurred and the public sphere overcome with a pastiche of visual codes. The dissertation traces the tactics of appropriation of Barbara Kruger, The Billboard Liberation Front and Shepard Fairey as exemplars of transgression and commodification within the changing commercial conditions of neo-liberalism. Their works, tactics and strategies are emphasized as points of insight into the practices and conditions of subversion as well as the limits of hegemonic containment that reproduces the political and economic structure within which they operated. The dissertation furthers and contributes to the theoretical and methodology of critical cultural studies as it emphasizes the role of the economy and ideology in reproducing the prevailing hegemonic order. Critical cultural studies hinges on the concepts of hegemony as lived discursive and ideological struggles over meaning and communication resources within historically specific and socially structured contexts. This framework emphasizes the poetics of appropriation - the use, meaning and spaces of articulation of visual representations with the politics - the socio-economic and discursive conditions that reproduce the dominant social order.

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Fogle, Andrew Brian. "Strategies for Graphic Design aimed at the Multiple Sclerosis Community: The Development of the Inclusion Framework to Assist in Design Thinking and Visual Communication Artifacts." Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469843228.

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Heiss, Sarah N. "Sugar-Coating Risks: An Analysis of Sweetener Trade Associations‘ Discursive Contributions to Public Negotiations of Risk." Ohio University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1304621679.

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Hu, Xiao. "Assessing Source Credibility On Social Media–––An Electronic Word-Of-Mouth Communication Perspective." Bowling Green State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1427826970.

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Walkosz, Barbara Jean 1947. "A micro level analysis of communication strategies utilized in the television advertisements of male and female candidates." Diss., The University of Arizona, 1996. http://hdl.handle.net/10150/290637.

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American women continue to be severely underrepresented in the number of elected political positions held. One of the obstacles that women face when seeking public office are gender stereotypes which reinforce beliefs that women may be less viable candidates than men. Gender stereotypes influence a range of evaluations about candidates including judgments about their credibility, competency, and communication strategies. This study analyzes communication campaign strategies as one area in which gender stereotyping may influence voters. Television political advertisements are the context for this analysis because of the increased relevance of advertising in imparting candidate image and issue information to the voters. Language Expectancy Theory and literature from the nonverbal communication field provided the theoretical rationale for this study. A micro-level analysis of the verbal and nonverbal communication strategies in political advertising was conducted to determine if these strategies adhered to or countered gender stereotypes. A total of 124 political advertisements of male and female candidates were content analyzed. Results of the study indicate that differences existed in how male and female candidates presented their image to the electorate. Specifically, for the verbal strategies examined, women candidates used less intense language, less humor, less direct attacks, and more prosocial strategies than their male counterparts. However, no differences were found between how men and women made references to autonomy nor were differences identified in their use of opinionated language. For the nonverbal communication strategies, women were coded as having more pleasant voices, and as using more immediate and dominant kinesic cues. No differences were identified in regard to trait characteristics emphasized nor issues mentioned in the ads. The discussion focuses on how these findings can assist scholars in understanding the communication strategies male and female candidates utilized, and if these strategies supported or violated communication stereotypes. The findings of the study can facilitate future research related to understanding how female candidates can increase the persuasive efficacy of their political advertisements.

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Jalal, Fatima, and Sussang Tran. "Västerås Capoeira : En studie om kommunikationskanaler." Thesis, Mälardalen University, Department of Innovation, Design and Product Development, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-644.

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Syftet med detta examensarbete är att studera kommunikationskanaler för att kunna värva fler medlemmar till en nystartad förening.

Frågeställning - Hur kan Västerås Capoeira värva fler medlemmar, med fokus på en äldre målgrupp?

Avgränsning - Studiet är att studera kommunikationskanaler och att avgränsa sig genom att fokusera på Rogers fyra huvudsakliga element för spridningsprocess av innovation.

Metod - Den huvudsakliga uppgiften har utförts genom intervjuer och observationer på plats hos Västerås Capoeira.

Teoretisk ram - Består av kommunikationskanaler som behandlar Rogers fyra element, vilka är innovation, kommunikationskanaler, tid och socialt system. Studien ska ge förståelse för den teoretiska grunden där Västerås Capoeira har en positiv och fungerande kulturarena.

Empiri - Empiriska studien bygger på intervjuer och observationer på Västerås Capoeira lokaler i samlingslokalen Växhuset.

Slutsats - Västerås Capoeira är en ny förening som har sin verksamhet inom Växhuset. Eftersom Capoeira är en sport som har en bred målgrupp vill vi kunna hjälpa föreningen med att hitta medlemmar i alla åldrar, från båda könen och från olika kulturer. Föreningen kommer att få lärdomar om olika spridningsprocesser så att de kan marknadsföra sig med hjälp av andra kommunikationssätt.

Nyckelord - Verksamhetskultur, kommunikationskanal, kommunikation, spridningsprocess, marknadsföring.

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Vollbach, Alexander Michael. "Diversity and Inclusivity in Video Game Advertisements: An Exploration of Video Game Console Commercials from 2003 to 2017." Bowling Green State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1522968361672216.

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Oakes, David M. "The crisis communication strategies of the three major professional sports leagues a comparative historical analysis /." abstract and full text PDF (free order & download UNR users only), 2006. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1433295.

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McClain, Jordan. "Media Framing as Brand Positioning: Analysis of Coverage Linking Phish to the Grateful Dead." Diss., Temple University Libraries, 2011. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/133777.

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Mass Media and Communication
Ph.D.
This dissertation uses mass communication research about framing and positioning to explore media framing as brand positioning and analyze coverage that links the band Phish to the Grateful Dead. Based on content analysis, textual analysis, and interviews, this dissertation explores the framing of Phish--formed in Vermont in 1983 and often compared or connected to the Grateful Dead, a band formed in California in 1965-- in a popular mainstream music magazine and beyond, placing particular interest in how this framing intersects with positioning the band vis-à-vis the Grateful Dead. By exploring framing of a commercially-oriented subject that media coverage regularly constructs in terms of or in relation to another more recognizable subject, this project aims to contribute to mass communication theory and our understanding of media in society. Through comprehension of media about Phish and Phish/Grateful Dead connections, this dissertation studies how, why, and with what result stories are told through such associative coverage. After reviewing previous works regarding Phish, positioning, and framing, media content is closely examined and discussed. A case study of Phish coverage employed a three-pronged multi-method approach focusing on content (Part A) and context (Part B). Part A1 is a content analysis of all Phish album reviews from Rolling Stone. This included 12 album reviews spanning from 1995-2009 and written by eight authors. Findings showed that the majority of reviews connected Phish to the Grateful Dead, that the connections were constructed through various link forms, and that Phish were connected most to the Grateful Dead. Part A2 is a textual analysis of all Rolling Stone coverage of Phish. This included coverage from 1992-2010 and 305 items such as magazine covers, articles, and letters to the editor. Findings identified five frames and four subframes used to portray Phish. Part B is a series of interviews involving a primary group of 19 individuals who have significantly written, edited, and/or published content about Phish; and a secondary group of five individuals who added valuable context for understanding the issues. Findings included discussion of media conventions in general (journalistic) and specific (Phish) terms, and interpretation of the Phish/Grateful Dead link as a powerful, oversimplified reference point. About Phish, the project found they are an entity that innately defies standard molds and thus makes for an extraordinary and fruitful case study. Their naturally complex nature and paradoxical success makes them a potentially perplexing challenge for people in media to understand and address. Media often use the Grateful Dead motif in Phish coverage as a potent method of information assimilation to reconceive simply Phish's unusual combination of characteristics via something more familiar and accessible. In terms of the literature, the collection of media content illustrates framing of the band via socially shared and persistent organizing principles that symbolically structure Phish's character (Reese, 2003). The collection of content also illustrates positioning of Phish through portrayals that are often oversimplified and relate new information to familiar knowledge. The combination of literature on framing and positioning offers a productive explanation of media coverage about Phish, since both processes overlap in their tendency to oversimplistically relate X to Y. Thus, this dissertation's findings suggest a new way of thinking about cumulative media framing's ability to result in and serve as brand positioning, which may happen out of a brand's design.
Temple University--Theses

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Gallant, Ashleigh. "Communication Behavior Study of Support in the Arts Using the Situational Theory of Publics and the Theory of Reasoned Action." Scholar Commons, 2014. https://scholarcommons.usf.edu/etd/5023.

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The Arts in the United States has been a thoroughly studied topic, largely trying to substantiate its value to society, resulting in a plethora of research that positively correlates the arts and a more healthy and successful society. Findings from various studies over the years have shown declines in arts support in the form of funding, advocacy, education, and participation (National Endowment for the Arts, 2009). Additional studies have suggested that millennials are redefining what participation means in the arts, and even the definition of the arts. The primary research question of this study is why are support for the arts declining? This study reviews the industry, the current definition of the arts and how two theories could help examine the question. The mass communications theory, the Situational Theory of Publics and the psychology theory, the Theory of Reasoned Action, were chosen to learn more about communication behavior toward arts support. The variables were examined within a proposed model. The data suggested that low problem recognition toward the arts in this sample was an integral factor. A key finding of the study was that respondents who value arts support may be more likely to behave. An experiment to test the model would be the next best step for research.

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Hirshon, Nicholas H. ""We Want Fish Sticks!": The Failed Rebranding of the New York Islanders." Ohio University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1467907905.

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Reed, Kathaleen E. "A public affairs case study of the American Red Cross after September 11." Scholarly Commons, 2004. https://scholarlycommons.pacific.edu/uop_etds/2627.

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This thesis examines the public affairs crisis faced by the American Red Cross after the September 11 terrorist attacks. It begins with an introduction of the organization, and continues with a discussion of the crisis that developed over what the organization might do with money donated after the September 11 terrorist attacks. Eight themes emerged from this case study: similarities and differences between non-profit and corporate public relations; objectives in crisis communication; conflict between organizational protocol and public expectations; media sensationalism; effects of the crisis; the organization's response; the phenomenon of spinoff issues (secondary crises); and the veracity of statements concerning the organization. Four major implications exist. Non-profit organizations must communicate openly with the media in a crisis. Preparation is vital in issues management. It is important to consider prodomes (warning signs), value conflicts, and spinoff issues. Finally, organizations need to engage in proactive public relations.

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Hoplamazian, Gregory J. "Cultural cues in advertising: Context effects on perceived model similarity, identification processes, and advertising outcomes." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1308295797.

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Williams, Sean David. "Beyond Klout: A Qualitative Exploration of Influence, Online or Offline." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753.

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Lasak, Christopher Edward. "The influence of motives of sports fans on affinity for television, Internet, radio, and newspapers." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1746.

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This study investigated the relationship between motives of sports fans, and affinity for television, Internet, radio, and newspapers. Specifically economic, aesthetic, eustress, self-esteem, group affiliation, entertainment, and family motives all were expected to influence affinity for television, Internet, radio and newspapers.

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Nuñez, Michelle N. "Womenpreneurs in a Digital Environment: Utilizing Instagram to Build a Personal Brand." Scholar Commons, 2019. https://scholarcommons.usf.edu/etd/7874.

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Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study works to build a bridge to understanding these practices. Online presentation of the self is an expanding body of research in academia, and the present research works to contribute new knowledge surrounding the exploitation of the most popular visually based social media platform Instagram to create and maintain successful personal brands.

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Amazeen, Michelle A. "Blind Spots: Examining Political Advertising Misinformation and How U.S. News Media Hold Political Actors Accountable." Diss., Temple University Libraries, 2012. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/180370.

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Mass Media and Communication
Ph.D.
While conventional wisdom suggests political ads are often misleading, this is the first known study to quantify the prevalence of inaccuracies in political advertising. This study also examines how and explains why the U.S. news media provide coverage of political advertising in the manner that they do. A multi-method research design includes a content analysis of the television ads from the 2008 presidential election, secondary data analysis of the National Annenberg Election Survey 2008, semantic network analysis of press coverage of political television ads from the 2008 election, as well as in-depth interviews with scholars, practitioners, journalists and lawyers having expertise in the issues surrounding political advertising. Of all the English-language paid political ads that aired on television during the 2008 general election, just under 30% contained at least one inaccuracy based upon the ratings of FactCheck.org and PolitiFact.com. This figure, however, is likely a gross under representation of the prevalence of inaccuracies in political ads from 2008 because most of the ads (70%) were never evaluated by these purportedly elite fact-checkers. Among ads assessed, however, more than three out of four of the evaluated claims had some degree of inaccuracy. Furthermore, ads containing at least one inaccuracy aired twice as often on television as the ads that were never evaluated. To the degree inaccurate ads air on television more frequently, then, there is cause for concern particularly given the broadcasters' mandate to serve the public interest. Moreover, while political interest supporters were one of the groups most likely to have inaccuracies in their ads, nearly half of their spending was in the last weeks of the election contributing to most of their ads going without evaluation. Thus, in a post-Citizens United world, attempts by fact-checkers to review the onslaught of PAC ads during the final weeks of the 2012 election (and the final weeks of future elections) will be crucial in combating inaccuracies. This study also extends the work of Geer (2006) who offered an organized review of negativity in political advertising. Rather than finding support for the hypothesis that negative attack ads are more accurate than advocacy ads, the evidence challenges Geer's defense of negativity. Among the ads evaluated by the fact-checkers, inaccuracies were significantly more likely to be present in attack rather than either advocacy or contrast ads. While Geer may have demonstrated that negative ads offer more substantive evidence, simply because evidence is presented does not mean the evidence is accurate. In the more provocative ads of 2008 designed to gain attention, inaccuracies were rife. Moreover, rather than the mainstream news media fixation on political ad negativity, the evidence in the forthcoming pages suggests attention is more warranted concerning the accuracy of the claims within the ads regardless of the ad's tone. A first step toward a theory of strategic misinformation is also offered by demonstrating that it is possible to predict which political ads were more likely to draw an inaccurate rating from the fact-checkers. Holding all other variables constant, it was attack ads that had the highest odds of being evaluated as inaccurate with contrast ads also having a high likelihood. These predictions also confirmed that as the campaign progressed, the odds of an ad being rated inaccurate declined which was a function of ads not being evaluated. Furthermore, it was revealed that a loss of momentum or a decline in public perceptions of candidate characteristics increased the odds of candidates drawing inaccurate ratings in their attack ads. In extending understanding of how news media cover candidate campaigns when political advertising is referenced, a plurality of media outlets from the over two dozen in the study were characterized foremost by their focus on campaign strategy rather than fact-checking. One cluster, however, emerged as AdWatchers - those committed to using political ads to scrutinize the accuracy of what candidates and their surrogates were claiming. Nonetheless, the economic realities of adwatching are that there is a so called "chilling effect" because it is expensive, time-consuming, and divisive. Furthermore, the dearth of watchdog ad reporting enables broadcast stations to continue airing ads that may be false while preserving their ability to claim ignorance about the content when faced with regulatory compliance issues. Thus, the political ads most likely to air are the ones with inaccuracies. Chances are the ads will go unscrutinized by the mainstream news media while television stations profit from their proliferation.
Temple University--Theses

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Boswell, Marsha. "Determining effective communication strategies for Kansas wheat producers to improve willingness to pay for services." Thesis, Manhattan, Kan. : Kansas State University, 2008. http://hdl.handle.net/2097/810.

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Yagnik, Arpan Shailesh. "Knowledge (K), Attitude (A), and Practice (P) of Women and Men about Menstruation and Menstrual Practices in Ahmedabad, India: Implications for Health Communication Campaigns and Interventions." Bowling Green State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1430829910.

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Dillingham, Lindsay Lyles. "Using Inoculation Messages to Protect “Stay in the Market” Beliefs during Financial Crises." UKnowledge, 2014. http://uknowledge.uky.edu/comm_etds/20.

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This paper focuses on the problem of collapsed “stay in the market” (SIM) beliefs during financial crises. The primary purpose of this investigation was to ascertain whether or not inoculation messages represent a viable communication strategy to preemptively protect SIM beliefs during forthcoming financial crises. Ancillary purposes of this study were to further investigate the role of print and video crises, explicit instructions regarding post-inoculation talk (PIT), and gain and loss frame inoculation messages on the inoculation process. This study used a between subjects factorial design (3 x 2 plus four additional conditions) to explore ten hypotheses. Data collected from 513 participants were analyzed using multivariate and univariate tests and planned comparisons. The results of this investigation indicate that inoculation messages can serve as a viable preemptive crisis communication strategy, that inoculation can protect beliefs equally well when the crisis message is presented through video or print, and that employing a loss frame can strengthen the inoculation process. Mixed results regarding PIT call for further research. Research and practical implications, as well as limitations, are discussed.

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Supthawechaikul, Oranee. "Analyzing the amount and type of information that is presented in Thai television commercials." CSUSB ScholarWorks, 2002. https://scholarworks.lib.csusb.edu/etd-project/2199.

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The globalization of the market place is arguably the most important challenge facing companies. Globilization affects consumer behavior and attitudes in many ways, in that they transcend national borders. Thus, a major challenge facing the international marketer is to identify global market segments and reach them with products, marketing programs, and advertising messages that meet the common needs of the consumers.

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Henize, Sarah E. "Breast Cancer in the Media: Agenda-Setting and Framing Effects of Prevalent Messages on College-Aged Women." Bowling Green State University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1363264781.

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Bramley, Rodger Aaron. "One of these things may be like the other: A comparative study of ESPN and Fox Sports One." Ohio University Honors Tutorial College / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1429876825.

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Sylvester, Olivia L. ""Read Less, Know More"?: The Effect of News Aggregators on Quality Journalism." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/604.

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Today’s digital environment has revolutionized the way journalism is manufactured and consumed. Recent changes both empower citizens and present challenges for news organizations and their journalists. Among these challenges is the rapidly growing news aggregation business. News aggregators are websites that do not produce much original content, but curate and organize news articles created by others using human editorial judgment, computer algorithms, or a combination of both. The purpose of this paper, therefore, is to evaluate the state of the news media and its relationship with news aggregators in an attempt to answer this central question: Do news aggregators facilitate or impede the news industry’s ability to serve its normative functions in a democratic society? I will argue that while aggregators have improved access to news and amplified the amount of information available to citizens, effective democracy requires the existence of news organizations that employ professional journalists who know how to report new information, not merely to restate and repurpose existing articles. News aggregators build their businesses around monetizing third-party content, effectively stealing readership and advertising revenue from the original publishers. This has created a news industry that is undermanned and struggles to produce quality journalism.

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Thomas, Charles D. II. "Making Maniacs: How a Football and Basketball Promotion Campaign Fostered Fan Interest at Southern Methodist University from 1978 to 1981." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1372082819.

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Munyengeterwa, Tariro S. "The Impact of Artificial Intelligence in the Customer Journey: A Case Study of Bosch USA and Defy South Africa." Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3870.

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Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content analysis were conducted to collect and analyze the data. The results suggest that consumer perceptions about AI impact levels of adoption when AI is recognized, but there appears to be cognitive dissonance regarding what constitutes AI and complicit acceptance of some of its benefits. Companies in different geographical locations have different levels of AI adoption along the diffusion of innovation stages.

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Fred, Stephanie. "Examining Endorsement and Viewership Effects on the Source Credibility of YouTubers." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/5685.

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The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source credibility theory, this study assessed the main effect of brand endorsement and viewership on perceived expertise and trustworthiness of YouTubers. After conducting an online experiment, findings suggest that non-brand endorsed YouTubers possess higher-rated expertise and trustworthiness. While viewership did not make a difference in perceived expertise, it did result in higher-rated trustworthiness when a YouTuber possesses lower viewership.

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Crockett, Chelsi. "To Buy or Not to Buy: Consumer Purchase Behavior Based on Lifestyle Brand Logo Colors." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3734.

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This research aims to examine the logos of lifestyle brands and explore whether certain logo colors elicit a purchase response in consumers. Color Theory and Impression Management Theory are examined alongside the idea of this study. Two-hundred-nine United States residents 18 years of age and older who are not color blind or color deficient participated in a voluntary online survey where they were presented with several differently colored lifestyle brand logos and then prompted to choose which color of lifestyle brand logo would prompt them to purchase a product from the brand in question. The variables of gender, age and, favorite color were also examined in the survey. Results from Qualtrics Survey Software and SPSS showed that even though an individual chose a certain color as their favorite color, that favorite color was not always the color they chose when choosing the preferred color of a lifestyle brand logo.

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Saks, Jeremy M. "Demographic Congruency, Advertisements, and Television Shows: The Effect of Advertisement Viewing on Television Show Evaluation." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1386155716.

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Hysenlika, Vjollca. "Communicating During an Organizational Crisis: Using Facebook as a Relationship Management Tool." Scholar Commons, 2012. http://scholarcommons.usf.edu/etd/4337.

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The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of South Florida (USF) to participate in the experiment. The findings did not demonstrate exactly what the research study was designed to find. The individual hypotheses were not supported during the ANOVA tests, except Hypothesis 1a. The ANOVA tests showed that the high vs. low interactivity, high vs. low responsiveness or high vs. low transparency did not have a significant effect on a Fan page's relevance, importance, and appeal. The variables did not have an independent influence, and they did not show any significance standing alone. However, the ANOVA tests surprisingly revealed a dramatic three-way interaction effect of all three independent variables on relevance and importance.

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Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.

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Briggs, Lorie Plyler. "Factors Prospective Students Consider When Selecting an MBA Program." Scholar Commons, 2013. http://scholarcommons.usf.edu/etd/4446.

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This paper adds to existing literature regarding MBA selection processes and helps identify and better understand the needs that motivate consumers to pursue an MBA degree. Through a series of qualitative, one-on-one interviews with 17 brand-new MBA students or prospective students, this research found that while many people have "always wanted" to earn the advanced degree, most have toyed with the idea of a graduate business degree for many years. The most frequent reasons that people cite regarding their decision to seriously consider an MBA at a large southern university centers around four desires. These are, not surprisingly, the desire to earn more money, the desire to change careers, the desire to advance their careers by obtaining a required credential, and the desire for knowledge that can be obtained by earning the degree. Further, this research identified the single most important factor that prospects considered when determining which university to attend for the MBA degree: the university's ability to help make them more marketable or advance their career. Other answers included cost, university's reputation, convenience, program duration, the university's location, and the caliber of peers in the classroom.

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Xie, Quan. "Youthful Users' Participation in Facebook Brand Communities: Motivations, Activities, and Outcomes." Ohio University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1420562909.

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Zhang, Chenjie. "Why do We Choose This App? A Comparison of Mobile Application Adoption Between Chinese and US College Students." Bowling Green State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1529856226667762.

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Carranza, Gina R. "How international cruise lines restored their image after the 2002 Norwalk virus incident." Scholarly Commons, 2003. https://scholarlycommons.pacific.edu/uop_etds/2693.

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The purpose of this study was to explore how three international cruise lines restored their reputation after the 2002 Norwalk virus incidents. The research was conducted as a case study using semi-structured interviews. Six individuals were interviewed. These included public relations representatives for three international cruise lines, the Center for Disease Control, a ship's Internet Manager and a ship's Cruise Director. All interviews were taped, subsequently transcribed, and analyzed for content and themes. Quotes were examined in terms of content and grouped according to similarity of themes. The results revealed five categories. These included How Public Relations Differs on Land vs. at Sea, The Main Objective During a Public Relations Crisis, The Extent to Which the Situation was Handled, Terrorism and Whether the Cruise Lines were Treated Fairly. Similarities existed between the groups of respondents. Specifically, the public relations representatives responded similarly to questions relating to the main objective during a crisis and whether the cruise lines were treated fairly. Additionally, the respondents differed in their views of public relations on land vs. at sea. The goal of this project was to look at the reputation management of international cruise lines since the 2002 Norwalk-like virus outbreaks. The research was intended to address the perspective held by the public relations departments within each studied organization. In conclusion, analysis suggests there was an agreement among the subjects researched regarding the effect this public relations crisis has had on the industry. Conflicting views existed among the subjects in question regarding public relations on land vs. at sea. Communicating to the public and the media honestly, accurately, and in a timely manner were found to be essential aspects in managing the reputation of international cruise lines following an industry crisis.

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Roll, Jan. "Analýza marketingové komunikace telekomunikačních společností na českém masmediálním trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193310.

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The thesis offers a brief review of Czech massmedia market situation. The work particulary focuses on marketing communication of companies providing voice, data, or Internet connection services. According to international NACE CZ/EU standart: Voice services, data transmission and Internet connection services - The scope of the research does not include only the largest providers, but whole business category with smaller and local providers too. Therefore, it is possible to observe quite common situations, when some small local company penetrates the particular massmedia market, usually ruled by large monopolistic companies. Thus, the small companies can influent the market and the research rapidly. The thesis includes marketing campaigns implemented in TV broadcast, press, radio and Internet.

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Barosso, Elisa Maria. "From “no go” to “Yo Co”: Smithsonian adminstrators' perceptions of Public Affairs strategies to create relationships to attract, educate, & retain Young Cosmopolitans." Scholarly Commons, 2009. https://scholarlycommons.pacific.edu/uop_etds/2487.

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The purpose of this study was to analyze if, and if so, how, Smithsonian art museum administrators perceive their current Public Affairs strategies to create relationships that attract, educate, and retain Young Cosmopolitans (YoCos). Using a qualitative approach, this study reported the findings from interviews with Public Affairs practitioners, museum educators, and museum webmasters at five Smithsonian art museums, galleries and affiliates. YoCos were defined as well-educated young adults who are pan-cultural. The study found six cross-case themes. Participants in the study generally agreed about defining YoCo characteristics and reported varying degrees of interest in attracting YoCos. Some of the museums in the study used a variety of social and educational activities to convey their interest in YoCos, including late evening events and programming. While most of these organizations expressed the belief that today's YoCo was a potential donor of tomorrow, museums will also have to adapt their Social Networking/Web 2.0 tools in order to attract more YoCos to the museum setting. Currently, museums have made little effort to adapt their publicity or educational activities to the preferences of YoCos. Using frameworks from The Model of Contextual Learning (Falk and Dierking) and Relational Dialectics (Baxter and Montgomery), the study found that even when museums place a high priority on establishing relationships with YoCos, those relationships will not be static. Museums will need to continually re-define Public Affairs strategies including buzz and viral marketing, Social Networking/Web 2.0 tools, Bluetooth text messaging and more traditional forms of advertising for YoCos, to retain this demographic long enough to share educative experiences. The study concludes with recommendations for museums to build stronger and more communicative relationships with YoCos.

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Sledzik, Christopher Steele. "PR and Online Branding Corporate Perceptions in a Digital Space: Branding Goodyear Engineered Products in the Automotive Aftermarket Online." Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1334608828.

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Xu, Ying. "Understanding Local Facebook Yard Sales Communities: The Relationship Between Trust, Facebook Use, and Sense of Community." Bowling Green State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1428922331.

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Sarge, Melanie Ann. "Are Your Eyes Really Bigger Than Your Stomach? An Investigation of the Importance of Selective Exposure to Weight Management Articles Featuring Exemplification and Conveying Efficacy for Potential Weight Management Belief and Behavior Change." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1345227600.

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Carson, Evelyn D. "The Importance of Relational Communication for Effecting Social Change in HIV/AIDS Prevention Messages: A Content Analysis of HIV/AIDS Public Service Announcements." Ohio University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1269290096.

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Dissertations / Theses on the topic 'Marketing|Communication|Mass communication'

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