Dissertations / Theses: 'Public Relations and Advertising'

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Gregory, Judy. "Information design in public relations practice : how public relations practitioners talk about their work." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36306/1/36306_Digitised%20Thesis.pdf.

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Paitoonmongkon, Chanoknart. "The public relations campaign for Bangkok fashion week, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2938.

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The purpose of this project is to apply public relations theoretical frameworks and advertising strategies to the public relations campaign for Bangkok Fashion week to increase the number of domestic participants.

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Marks, Danelle Miller. "A comparison of attitudes toward corporate advertising : corporate executives and advertising agency executives." Virtual Press, 1986. http://liblink.bsu.edu/uhtbin/catkey/474662.

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The purpose of this thesis was to examine the attitudes toward corporate advertising held by those individuals most closely associated with it: corporate and advertising agency executives. No previous research had been conducted in this particular area.An attitude scale was administered to eighty-two corporate and advertising agency executives, representing a sample from Fortune's one hundred largest corporations and the one hundred largest advertising agencies. A frequency distribution, factor analysis, and Q-study were conducted on the data collected.Findings showed the general attitude toward corporate advertising to be favorable. Two factors underlying respondent's attitudes were revealed and broadly identified as "positive value" and "negative value." Rather than viewing corporate advertising in specific terms, respondents' attitudes were factored on the basis of valence, or direction of the statements.The Q-analysis identified three types of attitude patterns existing among the respondents. Type I respondents represented large industrial manufacturers who believe corporate advertising is an effective tool for improving employee morale and recruiting new employees. Type II, consisting of advertising agencies involved in marketing to consumers, saw corporate advertising as a tool for increasing corporate awareness and creating unity among products. A conglomeration of industrial manufacturers, consumer goods manufacturers, and advertising agencies, Type III viewed corporate advertising as an effective part of a total plan, though not capable of achieving tangible objectives by itself. Type and size of firm were the only demographics which could be significantly related to the attitude patterns.These findings indicate that although differences can be found in the management function provided by corporate advertising, respondents hold similar favorable attitudes toward corporate advertising.

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Baty, Chandra. "Reapplication of Meadow's nonproduct advertising typology to 1996 nonproduct advertising." Virtual Press, 1997. http://liblink.bsu.edu/uhtbin/catkey/1045634.

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In the 1970s, oil, gas and utility companies lost the American public's trust during the energy crisis. Faced with tighter government regulation, these companies turned to nonproduct advertising as a mouthpiece for the American company.At the time, Robert Meadow created a typology for nonproduct advertising by analyzing hundreds of nonproduct ads in several publications. According to Meadow, the ten categories that he created were the areas in which companies utilized nonproduct advertising.Yet, over twenty years later, companies in the 1990s confront many problems that plagued companies in the 1970s. However, the face of business has since changed. In contrast, global competition, equal employment opportunities and downsizing were not major issues twenty-seven years ago as they are today.Since Meadow published his typology of nonproduct advertising in 1981, no other typology has been put forth in nonproduct advertising literature. No one has compared his typology to current nonproduct ads in the 1990s to determine if there is a significant difference of the categories today as compared to Meadow's categories. Nor has any researcher questioned if the priority of the categories remains the same since his study was done. In addition, what types of organizations are using nonproduct ads today?Through a content analysis of nonproduct ads in the same publications that Meadow used, a significant difference was found in nonproduct ads of the 1990s in comparison to nonproduct ads in the 1970s. While image ads remained the largest used category of nonproduct ads for Meadow and the researcher's categories, none of the other categories ranked the same.According to the ranking of the categories, this study shows that the priority of the categories has changed since Meadow did his study. Findings also show that overwhelmingly, corporations remain the heaviest users of nonproduct ads while political use runs a distant second.
Department of Journalism

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Hofmann, Karsten C. "Advertising in restrooms." PDXScholar, 1988. https://pdxscholar.library.pdx.edu/open_access_etds/3803.

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There is a common belief that the special situation one encounters in restrooms is likely to evoke negative associations between the setting and a potential product, and that these presumed associations make advertising in restrooms incompatible with the objectives of advertisers. This general proposition was questioned on theoretical grounds. It was argued that the specific situation in a restroom would be conducive to advertising goals in a number of ways. In addition, while negative associations may occur with certain kinds of products, others were hypothesized to be unaffected. In particular, the potential value of restrooms for communicating public education issues such as AIDS and Cholesterol was examined.

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Kitchen, Philip James. "The developing use of public relations in fast moving consumer goods firms." Thesis, Keele University, 1993. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.320248.

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Ragozina, Inga Lvovna. "The Status of Public Relations in Russia." Digital Commons @ East Tennessee State University, 2007. https://dc.etsu.edu/etd/2056.

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This study explores the status of public relations in the fledgling democratic Russian Federation. The purpose was to determine: whether public relations practitioners in Russia practice Grunig and Hunt's (1984) press agentry, public information, two-way asymmetrical, and two-way symmetrical models of public relations; how public relations has contributed to the political and economic transformation in Russia; and how the former communist propaganda has affected contemporary public relations. Telephone interviews were conducted with 10 Russian public relations practitioners. The findings revealed that the 4 models of public relations are practiced in Russia; communist propaganda affected contemporary public relations; and, the field of public relations contributed to the political and economic transformation. This study adds a Russian perspective to the global theory of public relations and provides practical implications for public relations practitioners that could be the basis for further study concerning typical aspects of public relations in Russia.

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Starr, Mary Patricia. "Making public relations personal : an exploratory study of the implications of palanca and guanxi on international public relations." Scholarly Commons, 2003. https://scholarlycommons.pacific.edu/uop_etds/582.

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Largely developed as a professional occupation in the United States throughout the 20111 century, public relations now faces several changes and challenges as more American organizations venture onto the international landscape during the 21 st century. This study examined the evolution of public relations into an international practice, considering whether strategies and tactics are affected by cultural differences. The view that cultures can have an effect on the individual, communication processes and organizational practices is based on Hofstede's cultural dimensions. Palanca is a term used in Latin American societies, referring to the use of personal influence on one's behalf by relatives or friends. Guanxi, or personal connection, is a traditional practice of relationship marketing in the Chinese community. The literature review for the study examined the connection between cultural dimensions and this conceptualization of social networking in Latin America and China. The study investigated the effects of social networking on public relations practitioners in Latin America and China using a 15-item questionnaire conducted through email and telephone interviews. The analysis sought to determine how culturally-based social networking influences socialization, business practices, ethics and public relations strategies. The results for research question one indicated that palanca and guanxi were very similar in the cultural dimensions of individualism-collectivism and power distance; both are high collectivist and high power distance. They exhibited similarities related to uncertainty avoidance, though Latin America is high in uncertainty avoidance and China is medium. The two cultures differed along the dimensions of masculinity-femininity and long-term orientation. Research question two addressed business ethics related to culture. While practitioners did encounter ambiguous or unethical situations, their actions were largely dictated by the ethical standards and codes of their organizations. Research question three discussed public relations strategies and tactics. Public relations strategies were viewed as very similar to the U.S., regardless of where the respondents were based. Practitioners in both Latin America and China emphasized managing relationships as a vital component of public relations efforts. However, practitioners in China found media relations and the flow of communication to be underdeveloped in comparison to the U.S.

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Stephansen, Kari. "Diffusion of viral marketing into the world of public relations." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5715.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 15, 2008) Includes bibliographical references.

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Hunter, Lawrence Crittenden. "Public Relations: Its Importance in the Public School System." TopSCHOLAR®, 1990. http://digitalcommons.wku.edu/theses/1690.

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Literature was reviewed to determine the importance of a public relations program in the public school system. Information was retrieved from various published sources, including materials from the National School Public Relations Association, professional journals, books relating to public relations and a variety of other educational reports. An analysis of the literature reveals the following components of a successful public relations program: A plan of action benefits the public relations program. Staff participants benefit the public relations program. Parent involvement is an important aspect of the public relations program. Community involvement is essential to a successful public relations program

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Li, Meng. "Narrative Advertising." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etd/2485.

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Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.

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Nerwiński, Wojciech. "Słownictwo z dziedziny mediów, reklamy i public relations jako przykład języka zawodowego." Thesis, Stockholm University, Department of Slavic Languages, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-6892.

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In my thesis “Vocabulary from media, advertising and public relations as an example of professional language”. I have analysed vocabulary which concerns media, advertising and public relations in Poland. These three questions are very young in Poland’s language and home market.

First of all I show in my thesis the research and development of the professional language in Poland. Afterwards I study the word's lexical in my work, as a criterion taken to the Polish language. English words that have been taken are researched , because this vocabulary is very young in the Polish commercial market. I have studied the taken words for meaning, how these words function and factors within and outside this process within Polish language. Also in my thesis are new polish words.

I have three main findings in my analysis:

1. vocabulary in media, advertising and public relations as a professional language in Poland (as pol. “profesjolekt”),

2. the vocabulary taken only from the English language,

3. Polish words which can sometimes be used instead of English words.

In my thesis I analysis a new Polish vocabulary, which are used in media, advertising and public relations. This vocabulary are neologisms .

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Gugerty, Catherine Ann. "Internships in Public Relations and Advertising: The Nature of the Experience From the Student's Perspective." Scholar Commons, 2011. http://scholarcommons.usf.edu/etd/3133.

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This qualitative content analysis examines the nature of experience of public relations and advertising interns. Three decades of scholarly inquiry into the internship experience has provided little insight into the actual experience of the interns themselves. Yet what is learned directly from their individual experience can provide both educators and professionals valuable insight for enhancing the learning process. The following study is a qualitative content analysis of journals and focus groups of undergraduates enrolled in public relations and advertising internships/practicums. The interns' experience follows four themes: (1) the perception of importance; (2) perceived learning benefits; (3) influence of supervisors; and (4) the quest for meaningful work. Through these themes, the experiential learning cycle is evidenced as students reflect, conceptualize, and experiment through their experience.

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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.

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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketing educators, and eight from the advertising educators. As a result the responses from each disciplines comprised, respectively, 53.3 percent, 60 percent, and 53.33 percent of the total sample.The statements in Q-Sorting were collected from the review of literature and in interviews with the Ball State University advertising, and public relations professors. Each statement either agreed or disagreed with the perception of integrated marketing communications. Each educator was asked to indicate how strongly they agreed or disagreed with each statement.A computer program developed for Q-Methodology studies was used to extract the factors from the educators' responses. After the Q-Sorts were tabulated, the researcher identified two factors, Factor I, and Factor II. The majority of Factor I respondents were the marketing, and advertising educators. The majority of Factor II respondents were public relations educators.The researcher concluded that these two groups had clearly different attitudes toward IMC. Stated in another way, marketing educators and advertising educators had similar perceptions of IMC, while public relations educators perceived the IMC concept very differently. Public relations educators indicated that the concept of IMC would be acceptable if it should be viewed as a total organizational communications function.
Department of Journalism

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Eshun, Ernest. "The Defeathered Bird: A Case Study of the Boeing 737 Max Crisis." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3840.

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On April 10, 2019, a global crisis began outside Ethiopia’s capital, Addis Ababa. A Boeing 737 Max 8 airplane owned and operated by Ethiopian Airline crashed in the desert killing all on board. The accident mimicked a six months old Lion Air flight 610 which happened in Indonesia and claimed the lives of all crew and passengers. Together, these accidents claimed the lives of 346 people and have been noted as one of the dark days in modern aviation history. Subsequently, the aviation world grounded all Boeing 737 Max aircrafts amid safety concerns. This brought severe public criticism to Boeing, America’s biggest manufacturing exporter, relative to the safety of its flagship airplane. Applying crisis communication theories such as Apologia, SCCT, and Image Restoration, the study finds that these strategies together with other public relations strategies could support public perception in favor of Boeing.

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AlQubaisi, Abdulla Butti. "Public relations as a marketing strategy in the United Arab Emirates." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1923.

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The United Arab Emirates (UAE) became known to the world when oil was discovered. Since that tine, the country has modernized and developed into one of the largest trading centers in the world. The purpose of this research is to identify companies in the UAE who are currently using public relations, and those that would benefit from its use. The objective is to provide marketing managers with the knowledge of the benefits of public relations and how it could be used to advantage in their marketing plans. Primary and secondary data was selected for the study. Primary data consisted of a survey undertaken by a questionnaire with forty managers of various organizations in the private and public sectors of the UAE to learn how public relations was being used in their marketing strategies, and how much they know about public relations. The results of the survey indicated that most marketing managers were knowledgeable about public relations, but would benefit from learning about how it could be used to greater advantage. It was proposed that seminars be conducted for marketing managers focused on how public relations could be used and the benefits to be derived from its use.

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Kersten, Brant B. "A Case for Hulu: How Personalized Advertising Will Bring About the Future of Television." Scholarship @ Claremont, 2012. http://scholarship.claremont.edu/cmc_theses/461.

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Hulu, a video-on-demand service that is rapidly growing in popularity, has been particularly effective at adapting the traditional television experience to the interactive internet medium. According to the U.S. Digital Consumer Report, Hulu is second only to Netflix among video-on-demand services in terms of their share of online video time, which amount to 6.9% and 10.7% respectively. Note that this excludes YouTube, as their content is not as comparable to typical television programming. This growing trend is not going unnoticed by advertisers, as the year-over-year increase in advertising expenditures through this medium amounted to 24% according to the Global AdView Pulse (compared to 10.1% for television). However, the empowerment that Hulu's revolutionary advertising strategy provides its viewers is arguably more important than the diversion of advertising from television to the internet. In this paper I conduct an extensive, qualitative exploration of various theoretical components of advertising, their effects on consumer behavior and television markets, and how video-on-demand services like Hulu have the potential to shift the focus of the television industry from advertisers back to consumers as progressive technology provides them with more attractive, alternative sources of content.

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Benkahla, Shawn M. "A study of the history and use of integrated marketing communications within publications from 1991-2005." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4577.

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Thesis (M.S.)--West Virginia University, 2006.
Title from document title page. Document formatted into pages; contains iii, 39 p. : ill. Includes abstract. Includes bibliographical references (p. 35-39).

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Litvack, Samara Rose. "Talking Heads: How Broadcast Media Frame the Public Relations Industry." Digital Commons @ East Tennessee State University, 2011. https://dc.etsu.edu/etd/1396.

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Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010. The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term "PR" appeared more frequently than mentions of "public relations". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph. Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 shows included zero positive mentions of either term. Of 251 speakers recorded during data analysis, 126 spoke of the industry negatively 100% of the time. American shows were most often negative. Stories about the public relations industry were most likely to reflect public relations as a two-way form of communication.

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Charlton, Andrea, and n/a. "Towards outcome evaluation : a study of public relations evaluation in the Australian Federal Government, 1995." University of Canberra. Communication, Media & Tourism, 1996. http://erl.canberra.edu.au./public/adt-AUC20060627.133808.

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The Australian Federal government has well-defined guidelines for undertaking program evaluations. Advertising and Public Relations campaigns support program aims, and are subject to the same guidelines. However, an examination of actual practice in the Australian Federal government, as observed by the Office of Government Information and Advertising in Canberra, suggests that there are significant differences in the extent to which Public Relations campaigns, as opposed to advertising campaigns, are systematically evaluated. Evaluation theory, Public Relations theory, strategic planning theory, and public administration theory provide insights into methods of managing and reporting on communication campaigns designed to forward government objectives. A literature review and an assessment of existing models of Public Relations evaluation were undertaken, and a synthesis of several theoretical and practical approaches led to the construction of a model of Public Relations evaluation which could be applied to Australian government communication campaigns.

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Jostes, Andreas. "A linguistic study of print advertising." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1214.

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Weed, Amanda J. "Bridging Advertising and Public Relations Pedagogy and Practice: A Mixed-Methods Analysis of Education Objectives and Industry Needs." Ohio University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1529687320594136.

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Lake, Suzette. "A Consultant’s Analysis of Bond Public Relations and Brand Strategy." ScholarWorks@UNO, 2014. http://scholarworks.uno.edu/aa_rpts/162.

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In order to demonstrate the knowledge and skills acquired during her tenure in the Arts Administration graduate program, the consultant works four hundred and eighty hours as a Social Media and PR intern at Bond Public Relations and Brand Strategy in New Orleans, Louisiana. The following body of work is a consultant’s report written from the perspective of a professional Arts Administrator, and includes the following items: host company profile; description of internship activities; consultant’s contributions and gains; summation of company and industry best practices; host company’s strengths, weaknesses, opportunities, and threats – both internal and external; and the consultant’s recommendations for improvement.

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Crossman, M. Kris. "An examination of opinion research firm specialists' perceptions toward public relations practioners as clients as compared to marketing and advertising practitioners as clients." Virtual Press, 1987. http://liblink.bsu.edu/uhtbin/catkey/515491.

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This thesis sought to test the null hypothesis that stated: There is no difference in the perceptions of public opinion research firm specialists toward their client relationships with public relations practitioners as compared to practitioners in marketing and advertising.A mail survey was sent to 129 opinion firm member organizations of the Council of American Survey Research Organizations. A total of seventy-one responses were returned representing 54.3 percent of the population. Of the returned surveys, twenty-one respondents, or 29.5 percent, had conducted research for public relations, marketing, and advertising practitioners within the last year and were able to complete the questionnaire.The findings rejected the null hypothesis and indicated areas where perceptions differ. According to the surveyed researchers, their public relations practitioners fell short of marketing and advertising practitioners in understanding research methods, in possessing the necessary research skills needed to interpret statistical data, and in fully using the available services of opinion research firms.In addition, sixteen client/researcher characteristics were explored to focus on specific strengths and weaknesses, as seen by researchers, in relationships with public relations, marketing, and advertising clients. These characteristics explorations were used to create an ideal client/researcher relationship profile for comparison. This clearly found distinct differences in opinion researchers’ working relationships with each practitioner. To begin, while public opinion researchers thought understanding long-term project goals was the most important characteristic in an ideal client/researcher relationship, it was one of the least practiced characteristics by public relations practitioners. Similarly, researchers thought characteristics, including decisiveness regarding decisions, clear-cut objectives, understanding a study's limitations, and support from top management were very important in relationships. These same characteristics were not regularly practiced by the surveyed researchers' public relations clients. Concurrently, among those characteristics considered to be the least important by the respondents in an ideal client/researcher relationship, public relations practitioners most regularly practiced them. These include freedom allowed the researcher to carry out a study, enjoyment between client and researcher while working together, and simple approval procedures.Advertising clients fell dramatically behind the preferred ideal relationship in only two areas according to the surveyed respondents, involving candid communications between researcher and clear-cut objectives. Marketing practitioners did not deviate far from the ideal client/ researcher relationships according to opinion researchers. Overall, marketing practitioners are the preferred client.

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Al-Hajri, Hamad Faleh. "Integrating public relations into marketing strategies in the state of Qatar." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1918.

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Krause, Don. "An analysis of Mobil Oil Company's corporate advertising apearing in the New York Times between 1984 and 1990 to determine what issues received the most attention and the effects of yearly event/political changes on Mobil's corporate advertising." Virtual Press, 1991. http://liblink.bsu.edu/uhtbin/catkey/845936.

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Answers were sought to two research questions concerning Mobil Oil Company's corporate advertising appearing in The New York Times between 1984 and 1990:1. What issues/events throughout the campaign received the most attention in Mobil's corporate advertisements? 2. How did yearly political/event changes affect Mobil's corporate advertisements?This study, which was based on a study by Anderson (1984), was completed in two steps. First, a coder read and summarized all 365 advertisements. These advertisements were categorized according to three dependent variables: energy policy, Mobil's economic/political commentary and image advertisements. The results of this process answered the first question.The second part of analysis involved using each year's breakdown of advertisements and comparing it to the political tone of the year. The Congressional Quarterly Almanac was used to recreate the tone for each year.Image advertisements accounted for slightly more than 53 percent of the 365 advertisements carried by Mobil in the time period. Mobil's economic/political commentary accounted for nearly 38 percent of the advertisements. Energy policy advertisements accounted for nearly nine percent of the advertisements.The findings, also, showed that as energy-related issues received attention in the media, Mobil increased its usage of these advertisements. After a review of the political tone of each year, it was concluded that Mobil uses its corporate advertising program to both respond to current events affecting the oil industry or large corporations and to create a favorable image with its consumers.
Department of Journalism

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Kerr, Gayle. "Consistency and integrated marketing communication : an exploratory study." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36301/1/36301_Kerr_1997.pdf.

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This study explores the role of consistency in IMC and ways in which it can be measured. A contribution to the emerging area of IMC is made by drawing on the experiences of marketing communication practitioners in relation to their perceptions of consistency in the practice of IMC. The initial exploratory research in the form of focus groups was expanded upon through a series of in-depth interviews which elaborated on attitudes towards consistency, measurement and IMC. The literature review in Chapter 2 summarises key data from the fields of advertising, public relations, direct response, sales promotion, corporate identity, marketing, auditing and IMC. Chapter 3 describes the multimethod research design of the study, in which focus groups generated many new ideas which were explored in greater detail through in-depth interviews. Key outcomes of the research are reported in Chapter 4. The final chapter considers the implications of this research for the theory and practice of IMC and suggestions for future research. The main findings suggest that consistency is an important but little understood area of IMC. In this study, consistency is defined and factors promoting consistency, as well as barriers to consistency in IMC are identified. From this, the three keys to consistency - corporate identity, strategy and execution - emerge. The study explores consistency in relation to Duncan's IMC Message Typology and suggests where consistency can be controlled or influenced in planned, inferred, maintenance and unplanned messages. As a result, strategies for controlling and influencing consistency are developed. Consistency was seen by practitioners as difficult to measure due a lack of appropriate tools and an inability to see visible results or relate it to a dollar value. In addition, it was felt that management was not demanding its measurement. A need was identified for a measurement tool for the internal guardian of the brand to evaluate consistency in IMC. The study concludes by proposing a 'Consistency Check' devised from the study results, as an appropriate measure to evaluate consistency in IMC.

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Welsh, Heather B. "An analysis of international public relation specialists and their use of the Internet for advertising and information gathering." Scholarly Commons, 1998. https://scholarlycommons.pacific.edu/uop_etds/2328.

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This study examines the types of and frequency with which computer-mediated communications (CMC) services are used by international public relations (PR) specialists for advertising and information gathering and the judged effectiveness of these services. International PR specialists were surveyed to identify the types of and frequency with which CMC services were used for advertising and information gathering. Services focused on World Wide Web (V./WW) pages, electronic mail (e-mail), Internet search engines, and large commercial on-line services. This study also focused on: the use of the Internet for advertising, the judged effectiveness of using CMC for information gathering, the possible differences in the use of CMC between PR specialists from small large firms and a comparison of judged effectiveness based on firm size. A summary of CMC services was included to provide background information. The results indicated fairly high usage for information gathering and a lack of agreement regarding the effectiveness of CMC for advertising. No significant differences of type or frequency of usage were found when comparing small firms and large firms.

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Enríquez, David. "A content analysis of print advertising in Hispanic magazines." CSUSB ScholarWorks, 1997. https://scholarworks.lib.csusb.edu/etd-project/1359.

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Beehler, Donald Gene. "Christian public relations strategies and "The Last Temptation of Christ": A case study." CSUSB ScholarWorks, 1990. https://scholarworks.lib.csusb.edu/etd-project/513.

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Woods, Chelsea Lane. "The Outsiders: Understanding How Activists Use Issues Management to Challenge Corporate Behavior." UKnowledge, 2017. http://uknowledge.uky.edu/comm_etds/61.

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Increasingly, corporations receive pressure from activist organizations to alter activities that these individuals find problematic and irresponsible. Despite this escalation, research on activism from a public relations perspective progressed slowly; much of this literature privileges the perspective of corporations and rarely examines the process from the activist perspective. To address this gap, this dissertation examined how activist organizations use issues management and communication strategies to incite corporations to change their practices and policies while simultaneously building relationships with pertinent audiences. This study incorporated data collected from qualitative interviews with activist practitioners representing a variety of activist organizations, along with organizational texts and news articles. These data provided an understanding of how activist organizations campaign against corporations using a variety of strategies and tactics in an effort to pressure corporations into changing their behavior. Because this dissertation focused on how activist organizations generate and promote issues to gain the attention of their targets, issues management served as the theoretical framework. Guided by this theory and existing issues management models, this dissertation demonstrates how activist groups identify and establish legitimacy for their issue(s). As issues management is traditionally studied from a corporate perspective, the findings show that the process differs slightly for activist organizations and introduces the Issue Advancement Model to demonstrate how activists employ issues management. Additionally, this dissertation explored how activist groups develop relationships with their targets, supporters, communities, and other relevant publics, noting the nuances involved in each of these dynamics. Specifically, this dissertation supports claims that the dialogue approach is more appropriate for understanding and analyzing the corporation-activist relationship than other public relations models, but also notes that some activist organizations may not seek resolution. In addition to these theoretical findings, this dissertation also offers practical implications, introducing the Corporate Campaign Model, which depicts how activist organizations challenge firms while also offering suggestions for corporations targeted by these groups.

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Wang, Weize. "A Content Analysis of Reliability in Advertising Content Analysis Studies." Digital Commons @ East Tennessee State University, 2011. https://dc.etsu.edu/etd/1375.

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Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. Moreover, content analysis researchers had improved in reporting reliability and reliability coefficients. However, there was a low percentage of studies that reported specific reliability for each variable as well as the lowest acceptable level for the reliability coefficients.

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Axelsson, Daniel, and Henrik Nordberg. "The Role of PR : In the Introduction Stage of a New Brand." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-161.

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The reality of today is that companies are spending more and more money on commercial spots. The “highlight” of the year is Super Bowl, where a 30-second ad costs more than $2 million to run. Advertising agencies are using their role as communicators by competing with each other with no interest in the product. The marketing guru Al Ries released a controversial book called “The Fall of Advertising and the Rise of PR” (2002) together with his daughter Laura Ries. In this book they are at-tacking the traditional advertising industry and claim that it has lost its credibility and above all, public relations is a more effective tool in brand building. The Rieses also favors PR in the in-troduction phase of a new brand.

The purpose of the thesis is to investigate agencies’ view of public relations role relative to traditional advertising in the intro-duction phase of a new brand.

The authors have used a qualitative study where the purpose will be achieved by performing in-depth face to face interviews with three respondents, which has a deep knowledge within the PR and the traditional advertising industry.

Whether PR as a promotional tool is viewed as more effective relative to traditional advertising in the introduction of a new brand one has to consider different variables. PR is more effec-tive when it comes to credibility, cost, and clutter. However, a major drawback is the control. Also, one has to consider the at-tributes of the brand since there are brands that are more PR “friendly” than others.

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Nakai, Maiko, and Maiko Nakai. "Using Social Media to Address Preventable Crises: Focus Groups with Moms." Thesis, University of Oregon, 2012. http://hdl.handle.net/1794/12527.

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This study examines how an organization can use social media to solve preventable crises. Focus groups with a total of 14 moms are conducted to discuss a controversial Motrin babywearing advertisement and how Johnson & Johnson should have responded to the social media backlash. The results are explored based on dialogic public relations theory and its five components. Additional insights regarding the use of different social media channels and culture jamming YouTube videos suggest theoretical and practical implications on organizational responses on social media during preventable crises. The study also explores how people with high- and low-context cultures might respond differently to offensive advertising.

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Kepekci, Ali Caglar. "A content analysis of value-based advertising strategies on the Internet." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1730.

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Begu, Ciprian S. "Are U.S. and French Cultural Differences Reflected in Advertising Appeals?" Digital Commons @ East Tennessee State University, 2008. https://dc.etsu.edu/etd/1901.

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Using 2 of Hofstede's cultural dimensions (power distance and uncertainty avoidance) associated by the research of Albers-Millers and Gelb with some of Pollay's value appeals used in advertising, this study successfully replicated 3 of 8 dependant relationships when analyzing the content of print magazines in U.S. and France. Going beyond the scope of a highly educated audience in which Hofstede's cultural dimensions were developed and retested, we indirectly found that these 2 dimensions of culture are partially salient in non-business, less elitist environments in the form of value appeals such as "dear", "untamed", "magic", and "youth" reinforcing the idea that cultural differences can sometimes be empirically tested by contrasting these appeals.

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Billing, Lillian. "The Influence of Religiosity in the Construction of Meaning from Advertising Messages Intended to Promote Lifestyle Values." Diss., CLICK HERE for online access, 1999. http://patriot.lib.byu.edu/u?/MTAF,15557.

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Wu, I.-Hsuan. "Brand and public relations in the Taiwanese not-for-profit sector : a case study of the Eden Social Welfare Foundation." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2012. https://ro.ecu.edu.au/theses/525.

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In a competitive environment in Taiwan, not-for-profit organisations (NPOs) seek to differentiate themselves from other NPOs. ‘Brand’ improves the internal functions and competitiveness of these NPOs; attracts funding to them by making use of public relations (PR) strategies and techniques and expanding the access to public resources; and also conveys a slick corporate image to the public. This research project has adopted a PR perception of leading marketing concepts to look at charity brand strategy. This approach has been taken instead of the more common marketing-oriented perspective. NPOs exist because of their public service or social welfare missions. The best way to increase income is to raise accountability and interactions with the public or corporations through ethical relationship management as part of NPO PR practice. This thesis takes as its subject the Eden Social Welfare Foundation, which was established in 1985 and is one of Taiwan’s top five NPOs. The challenges faced by Eden in presenting itself as a caring, non-partisan organisation in an age of branding, competition and a public sensitive to the ethos of charity is investigated. The purpose of this study is to: (1) explore the role of branding within PR; (2) discuss how media represents NPOs to their stakeholders; (3) investigate co-branding issues in cooperative relationships involving differential power relations; (4) investigate the ethical risk of mission drift, where NPOs charged with a public mission can lose their way by becoming corporatised. In a comprehensive overview of the complexity of NPO PR, branding and power relations in Taiwan, relationship management has been shown to be at the heart of NPO PR. Trust is the critical element that ensures the organisation stays on the right path. This research has found, on one hand, that higher brand value facilitates better communication and involves shifts of power through brand power, media access, social networking and know-how. Co-branding and media coverage are assistant contributors, through framing, in building the charity brand. On the other hand, the study suggests ways to rethink the negotiation of power relations and the social perspectives between the public interest and commerce. Consideration should be given to a monitoring system for NPOs to ensure accountability and visibility that guarantees the public interest. The results also suggest that investment in training and upgrading skills in communication with outsiders is important in Taiwan, as part of NPO PR practice.

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Яненко, Ярослав Васильович, Ярослав Васильевич Яненко, and Yaroslav Vasylovych Yanenko. "Роль практично орієнтованих начальних завдань у підготовці сучасних ПР-фахівців в університеті." Thesis, Сумський державний університет, 2016. http://essuir.sumdu.edu.ua/handle/123456789/49130.

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У статті розглянуто приклади практично орієнтованих навчальних завдань у галузі паблік рілейшнз для студентів спеціальності «Реклама і зв’язки з громадськістю» Сумського державного університету.
The article deals with examples of practice-oriented learning tasks in the field of public relations for students of the specialty «Advertising and public relations» of the Sumy state University.

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Bubeníková, Lenka. "Vybrané aspekty PR komunikace firem." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204952.

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The aim of this thesis is to identify opportunities and ways of using blogs for marketing purposes, to give a basic overview of the state of the blogospere in the Czech republic and to evaluate the importance of blogs as a PR tool. The thesis is divided into 2 parts - theoretical a practical. The theoretical part deals with the topic PR, its definition, pros and cons, classification, strategical PR process, PR tools, evaluation of efectiveness and PR on the Internet. The following chapter is about blogs and - besides their definition, history or typology - describes also how they can be used in pursuance of communication of companies. Also results of the research Blogbarometer 2015 are introduced there. The practical part comprises of interviews with bloggers and companies and results of the questionnaire among blog readers. The final chapter includes a case study, the purpose of which is to demonstrate possible ways of cooperation with bloggers using an example of a particular company.

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Philpott, Austin, and Susan Waters. "Examining Snapchat: Narcissistic Tendencies of Core Users." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/honors/396.

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This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

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Akwari, Charles C. "Dialogic Communication and Public Relations Websites: A Content Analysis of the Global Top 250 PR Agencies." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etd/3209.

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Past research has shown that dialogic communication has essential characteristics that foster two-way communication between organizations and their stakeholders. This study investigates how public relations firms incorporate the principles of dialogic communication on their websites. The top and bottom 50 websites from the Holmes report on Top 250 Global PR agency rankings were content analyzed. Kent and Taylor’s (1998, 2003) five principles of dialogic communication were applied to find out if public relations firms incorporate the principle of dialogic communication effectively on their websites, provide relevant information for stakeholders and prospective clients, and if there are differences between PR rankings in terms of website usability and the dialogic loop. Findings reveal that bottom 50 PR websites are not as dialogic as the top 50 PR websites. In addition, the study revealed that both top and bottom to a considerable extent incorporated the principles of dialogic communication.

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Parks, Brittany. "Aruba and Natalee Holloway: A Content Analysis of Four Years of Newspaper Coverage Surrounding the Incident." Digital Commons @ East Tennessee State University, 2009. https://dc.etsu.edu/etd/1807.

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Negative media coverage can have a significant impact on the image of a country and can be detrimental to tourism-dependent areas. This study examined the newspaper coverage of Aruba 2 years before and after American tourist Natalee Holloway disappeared while vacationing with fellow classmates on a class trip. A content analysis of 400 major world newspapers was conducted. The study's purpose was to uncover the amount of publicity (both good and bad) from the incident as well as to unearth the overall tone towards Aruba. The study revealed the Holloway incident did have a visible effect on the world news coverage of Aruba, although the scope of the effect seems relatively small. Overall, mentions of Aruba in major world newspapers became more prominent, more negative, and more frequent after the disappearance of Natalee Holloway.

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LeCoe-Cannucci, Kathleen Dianne. "Social construction of sexual equality in distilled beverage advertising." PDXScholar, 1989. https://pdxscholar.library.pdx.edu/open_access_etds/4058.

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One aspect of the role of advertising in the process of maintaining and reinforcing or challenging the socially constructed worlds of maleness and femaleness, and especially the portrayal of the "woman's place," was explored in this study.

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Roberts, Candice. "Exploring Brand Personality through Archetypes." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etd/1691.

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Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is the basis for an analysis measuring participant attitudes toward popular brands by matching them with archetypal descriptions and explores possible correlation between product category and archetype. Results show evidence for high levels of participant agreement when categorizing archetypal representations of popular brands as well as consistency across product category. Results are also indicative of a relationship between gender and archetype selection.

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Windholz, Benjamin P. "BUDWEISER IN THE 2017 SUPER BOWL: DIALECTIC VALUES ADVOCACY AND THE RHETORICAL STAKEHOLDER." UKnowledge, 2018. https://uknowledge.uky.edu/comm_etds/67.

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Organizational-public relations discourse is changing given the advent of social media, and corporate statements are evaluated under different criteria in the digital age. Grounding Budweiser’s response to controversy over their 2017 Super Bowl advertisement in terms of consumer expectations for corporate social responsibility provides a new perspective for approaching Bostdorff and Vibbert’s (1994) conceptualization of values advocacy. This study recognizes the power of the rhetorical stakeholder, a discursively created public, and demands re-evaluation of the values common to society from a co-creational OPR perspective. Conceptualizing dialectic values advocacy outlines the changing values among contemporary, common stakeholders as well as the means for communicating these values superficially to promote unanimity among publics and organizations. Previously successful universal values like unity and patriotism have since been replaced with sensationalism and discord; formally engendering these values through ambiguous controversy allows an organization to strategically construct audience perceptions of reputation.

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Langlois, Elizabeth Ann. "MORE THAN MEETS THE EYE: A LOOK INTO REPRESENTATIONAL ISSUES IN ADVERTISING." UKnowledge, 2019. https://uknowledge.uky.edu/comm_etds/76.

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Representation has become a buzzword in the advertising industry. With more consumers asking for brands to represent more diverse people in advertisements, this study examined cases when representation in advertisements received negative feedback. By examining three cases where brands received negative feedback after the release of an ad, the researcher explored perceptions and reactions toward the representation of Black people in advertisements. This study conducted a thematic analysis of popular press and trade publications to look for themes among the three cases. With the use of Critical Race Theory and Image Repair Theory, the researcher aimed to fill a gap in research by investigating the perceived problems and reactions towards negative advertisements. The perceived problem in the ads explored in this study was that the ads were Racist. The sub-themes Skin Color and Proximity explained how racism manifested in each ad. Themes that were found relating to public reaction were: Questioning, Multiple Mishaps, Denouncing the Brand, and Solutions to the Problem. Knowing your Customers was the singular theme identified regarding the advertising industry. The themes found when examining brand’s reactions were: Apologizing, Unintentional Representation, Pulling the Advertisement, and Examining Internal Processes.

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Thomas, Whitney Y. "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." Digital Commons @ East Tennessee State University, 2013. https://dc.etsu.edu/honors/185.

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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 newspapers: Columbus Dispatch, Houston Chronicle, Charlotte Observer, New York Times, Los Angeles Times, and Washington Post. From these papers, a specific time period was chosen to examine articles. The months of April, June, and August 2012 were chosen. During these months, a keyword search for “osama bin laden” was used. Articles that contained this keyword were then examined and coded. Blogs and Facebook pages of the Republican and Democratic Party were examined. Two political blogs, Daily Kos and Red State, were chosen. From these blogs and Facebook pages, the same time period was chosen as for the newspapers. The keyword search was also the same, “osama bin laden”.

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Cimbalníková, Eva. "Návrh komunikačního mixu vybrané události v cestovním ruchu – Festival otevřených sklepů." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222662.

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Diplomová práce je zaměřena na komunikační mix vybrané události (eventu). Touto událostí je “Festival otevřených sklepů”, pořádaný neziskovou organizací Nadace Partnerství, o.p.s. ve městě Znojmě v dubnu 2010. Cílem práce je kriticky analyzovat stávající komunikační mix, předložit návrhy na zlepšení současného stavu. Přínosem diplomové práce, po případné implementaci závěrů, by mělo být zvýšení návštěvnosti následujícího “Festivalu otevřených sklepů” na podzim roku 2010.

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Ayad, Salma M. "The Effect of Political Advertising on Perceived Bias and Credibility of Online News Stories." Digital Commons @ East Tennessee State University, 2013. https://dc.etsu.edu/etd/1141.

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This study was an investigation of the effect of political advertising on readers’ perceived bias and credibility of an online news article based on participants’ political leanings. Media priming and the hostile media effect were the theoretical underpinnings. Participants were asked to read an unbiased news article placed alongside 3 advertisements. Participants were put into 1 of 3 conditions — right-leaning advertisements, left-leaning advertisements, or neutral advertisements. They then answered questions about the perceived bias and credibility of the article and their own political affiliation. The researchers hypothesized that left-leaning individuals would perceive the article with right-leaning advertisements as biased and less credible and the opposite would be true of right-leaning individuals. Results were not consistent with hypotheses but trended in the expected directions.

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Dissertations / Theses on the topic 'Public Relations and Advertising'

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