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Dissertations / Theses on the topic 'Advertising campaigns'
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Wen, Wei-Chun. "A functional analysis of the 2000 Taiwanese presidential campaign discourse : advertisments and speeches /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3060159.
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Vassilieva, Ekaterina. "What lies beneath the milk mustache? : rhetorical analysis of the "got milk?" advertising campaign /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p1421165.
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Dicorato, Alessia. "Transcreation: a Fundamental Tool in Global Advertising Campaigns." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2021.
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This dissertation explores the potential of transcreation, a translational practice specially directed at advertising texts. It is aimed at demonstrating that in multiple cases transcreation represents the only possible way to translate texts whose purpose is to persuade their readers to buy a certain product. Hence, it constitues a fundamental resource for all companies willing to access global markets. In an attempt to prove it, this dissertation is divided into three chapters. While the first chapter develops theoretical arguments on transcreation, ranging from its function to language strategies, the second one illustrates the practice of transcreation through fifteen selected advertisements alongside their briefs. The third chapter is intended to comment decisions taken on the transcreated and translated texts supported by the theories analysed in the first chapter.
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Rajanna, Kanchen. "Promotional program for the Center for Graphic Design History /." Online version of thesis, 1991. http://hdl.handle.net/1850/11286.
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Brazeal, LeAnn M. "A functional analysis of television advertising in congressional campaigns, 1980-2000 /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3074379.
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Rosenstock, Anita J. "Planning Integrated Advertising Campaigns : Multinational enterprises acting on national markets." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-197.
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This research paper reviews the topic of Planning Integrated Advertising Campaigns – Multinational enterprises acting on national markets. It examines the relevant theoretical background, the country of Sweden and a concrete business case of the multinational enterprise Dr. Oetker and its activities on the Swedish market. After an introduction, the first section of this work outlines the theoretical framework which is a necessary base for the research topic. Resultant, two models are developed: one regarding campaign phases and another concerning influences on national environments. These frame the theoretical findings in a concentrated form. In the following section, the empirical findings regarding the country of Sweden and the investigated company Dr. Oetker are depicted. The focus lies on Dr. Oetker’s company structure and the consequential influence on the manner of advertising and on the operations on the Swedish market. The analysis reveals information which can be split into two parts. Initially the empirical findings are evaluated based on the theoretical framework. Subsequently, a phase model which combines the two previous models with the empirical findings is developed. Its objective is to guide multinational enterprises through the planning process for successful national advertising campaigns. After this thorough analysis, a conclusion and recommendations for further theoretical and practical studies are given.
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Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.
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This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns.
To achieve this aim, this study used a grounded theory approach, to gather a comprehensive amount of data to discover theoretical propositions about the phenomenon. A total of ten unstructured depth interviews were conducted before theoretical saturation was reached.
The results of the study found that consumer motivations to share co-creations online were pride, and to connect with others, conceptualised by social media self-presentation, and a consciousness of others. Whilst consumer motivations to participate in co-creative advertising campaigns were escapism and self-interest.
The primary implication of these findings is understanding how organisations can influence consumer motivations to share co-creations online, hence, organisations advertising, by increasing personal connections that consumers can use to connect with others in consumer-to-consumer platforms online.
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Wang, Shan. "EMPOWERING WOMEN THROUGH ADVERTISING: A CONTENT ANALYSIS ON 'FEMVERTISING' CAMPAIGNS." OpenSIUC, 2018. https://opensiuc.lib.siu.edu/theses/2318.
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This study selects and content analyzes a sample of 40 femvertising videos, aims to explore what messages are delivered by the videos, and whether the campaigns actually break down the cliched ways in which media present women as the companies claim. The messages of the videos sent to viewers are qualitative content analyzed to provide a general description of the campaign videos. Women’s representations in the campaign videos are quantitively coded in terms of how women look like (i.e. physical characteristics), what age groups they are in, what traits they possess, and what roles they play in the advertisements. Also, given the fact that some parent companies promoted inconsistent images of women through its brands, and that some campaign videos produced by certain companies are controversial, this study conducts case studies on the companies that are worthy of in-depth investigations, trying to explore the marketing policies of these companies. The findings reveal that almost all the campaign videos deliver the message that girls/women are no less than boys/men. And the majority of the chosen videos show women in nontraditional roles, traits, and in non-skinny body types. However, most of the ads still present young and facial flawless women, which deserves a further discussion.
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Contreras, R. Sandra V. "Strategic aesthetics in advertising campaigns : implications for art direction education." Thesis, Queensland University of Technology, 2012. https://eprints.qut.edu.au/53222/1/Sandra_Romero_Thesis.pdf.
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For over half a century art directors within the advertising industry have been adapting to the changes occurring in media, culture and the corporate sector, toward enhancing professional performance and competitiveness. These professionals seldom offer explicit justification about the role images play in effective communication. It is uncertain how this situation affects advertising performance, because advertising has, nevertheless, evolved in parallel to this as an industry able to fabricate new opportunities for itself. However, uncertainties in the formalization of art direction knowledge restrict the possibilities of knowledge transfer in higher education.
The theoretical knowledge supporting advertising art direction has been adapted spontaneously from disciplines that rarely focus on specific aspects related to the production of advertising content, like, for example: marketing communication, design, visual communication, or visual art. Meanwhile, in scholarly research, vast empirical knowledge has been generated about advertising images, but often with limited insight into production expertise. Because art direction is understood as an industry practice and not as an academic discipline, an art direction perspective in scholarly contributions is rare. Scholarly research that is relevant to art direction seldom offers viewpoints to help understand how it is that research outputs may specifically contribute to art direction practices. This thesis is dedicated to formally understanding the knowledge underlying art direction and using it to explore models for visual analysis and knowledge transfer in higher education.
The first three chapters of this thesis offer, firstly, a review of practical and contextual aspects that help define art direction, as a profession and as a component in higher education; secondly, a discussion about visual knowledge; and thirdly, a literature review of theoretical and analytic aspects relevant to art direction knowledge. Drawing on these three chapters, this thesis establishes explicit structures to help in the development of an art direction curriculum in higher education programs. Following these chapters, this thesis explores a theoretical combination of the terms ‘aesthetics’ and ‘strategy’ as foundational notions for the study of art direction. The theoretical exploration of the term ‘strategic aesthetics’ unveils the potential for furthering knowledge in visual commercial practices in general.
The empirical part of this research explores ways in which strategic aesthetics notions can extend to methodologies of visual analysis. Using a combination of content analysis and of structures of interpretive analysis offered in visual anthropology, this research discusses issues of methodological appropriation as it shifts aspects of conventional methodologies to take into consideration paradigms of research that are producer-centred. Sampled out of 2759 still ads from the online databases of Cannes Lions Festival, this study uses an instrumental case study of love-related advertising to facilitate the analysis of content. This part of the research helps understand the limitations and functionality of the theoretical and methodological framework explored in the thesis.
In light of the findings and discussions produced throughout the thesis, this project aims to provide directions for higher education in relation to art direction and highlights potential pathways for further investigation of strategic aesthetics.
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Schmid, Jill. "White backlash revisited : consumer response to model's race in print advertisements /." Thesis, Connect to this title online; UW restricted, 2000. http://hdl.handle.net/1773/6142.
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Whitman, Joshua Bowling Cynthia Jones. "Does targeted campaign message impact vote intention and vote choice? an experimental study of Alabama seniors /." Auburn, Ala, 2009. http://hdl.handle.net/10415/1623.
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Van, Huyssteen Lucea. "Fear-based advertising appeals : assessing execution styles of social marketing campaigns." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5445.
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Thesis (MComm (Economics)--University of Stellenbosch, 2010.ENGLISH ABSTRACT: South Africa faces an epidemic, namely, HIV/Aids, which has grown substantially over the last ten years. It can be regarded as the country with the most alarming statistical figures concerning HIV infection rates. Even though South Africa is a country under scrutiny, given the high prevalence of HIV/Aids, this epidemic also constitutes as a global problem, given that an approximate number of 7400 individuals are infected with HIV every day. The number of Aids related deaths has risen from 100 000 in 1999 to over 400 000 in 2009. Given the concern, and in an effort to combat the fast spread of HIV/Aids, the South African government has implemented various educational and support programs. Marketing efforts are related to the above topic, given that various marketing-related practices have been implemented by non-profit organisations in an attempt to create awareness of HIV/Aids and the related risks. These marketing communication programs are referred to as social campaigns. HIV/Aids social campaigns involve communication strategies which attempt to persuade the target market to ensure that they adhere to safesexual practices, by making individuals aware of the threat that infection poses to their lifestyles. Various campaigns also explore how an individual can ensure safe sexual behaviour. Empirical research stretching back to 1975 has provided marketers with guidelines as to what social communication campaigns, concerning threats to human health, should include regarding an emotional, cognitive aspect. Evidence exists for the need to include emotional cues that would stimulate medium to high levels of fear, rather than low levels of fear, in order to effectively persuade an individual to adhere to a protective behavioural pattern. No research has been conducted in order to conclude whether one type of execution style or specific advertising content would result in significantly increased intentions to behave in the recommended protective manner. This study investigated whether different execution styles would result in significantly different levels of attitude, fear and behavioural intention. This was done by sampling a group of 450 respondents who participated in an experimental study. Three execution styles were tested by means of a post-test self administered questionnaire including items related to variables of the Protection Motivation Theory (PMT). The PMT explores the effects that fear appeal would have on attitude change. Not only was it found that different execution styles result in significantly different levels of the mentioned variables, it was also found that one execution style is significantly more effective in evoking these cognitive responses in one race group as compared to another. The empirical results of this study reveal that by discontinuing mass communication, and, in preference, segmenting the market towards which HIV/Aids social campaigns are currently aimed, based on race, these awareness campaigns would be more effective in inducing protective sexual behaviour.
AFRIKAANSE OPSOMMING: Suid-Afrika word gekonfronteer met ’n epidemie, naamlik MIV/Vigs, wat aansienlik gegroei het oor die afgelope tien jaar. Suid Afrika kan beskou word as die land met die mees ontstellende statistieke met betrekking tot MIV-infeksie. Selfs al is Suid-Afrika die land met die hoogste gevalle van MIV/Vigs, is hierdie epidemie ook 'n wêreldwye probleem, gegewe dat 'n ongeveer 7400 individue met MIV besmet word elke dag. Die aantal Vigs-verwante sterftes het toegeneem van 100 000 in 1999 tot meer as 400 000 in 2009. Gegewe bogenoemde en in 'n poging om MIV/Vigs verspreiding te beveg, het die Suid- Afrikaanse regering verskeie ondersteunende en opvoedkundige programme geïmplementeer om hierdie doel te bereik. Die verwantskap tussen bemarkingspogings en die betrokke onderwerp is dat verskeie bemarkingsverwante praktyke geïmplementeer word deur nie-winsgewende organisasies in 'n poging om bewustheid van MIV/Vigs en die verwante risiko's te skep. Hierdie bemarkingskommunikasie programme word na verwys as sosiale veldtogte. Die relevante MIV/Vigs-veldtogte behels sosiale kommunikasie strategieë wat die teikenmark probeer oorreed om te verseker dat hulle voldoen aan veilige seksuele praktyke, deur individue bewus te maak van die bedreiging wat infeksie inhou tot hul lewenswyse. Verskeie veldtogte brei ook uit oor hoe 'n individu veilige seksuele gedrag kan verseker. Empiriese navorsing wat terugstrek tot 1975 voorsien bemarkers met riglyne oor wat die sosiale kommunikasie veldtogte, wat 'n bedreiging vir menslike gesondheid behels, moet insluit met betrekking tot 'n emosionele, kognitiewe aspek. Bewyse bestaan in guns van die noodsaaklikheid van emosionele leidrade wat medium tot hoë vlakke van vrees in ‘n individu sal stimuleer, eerder as lae vlakke van vrees, om sodoende 'n individu effektief te oorreed om te voldoen aan beskermende gedragspatrone gegewe die bedreiging wat bestaan. Geen navorsing bestaan tans met betrekking tot of ‘n sekere tipe advertensie uitvoeringstyl of spesifieke advertensie-inhoud sou lei tot ‘n aansienlik hoër voorneme om te reageer op die aanbevole beskermende gedrag nie. Hierdie studie ondersoek of sekere advertensie uitvoeringstyle sou lei tot aansienlik verskillende vlakke van houding, vrees en gedrag. Die ondersoek is gedoen deur middel van 'n groep van 450 respondente wat deelgeneem het aan 'n eksperimentele studie. Drie uitvoeringstyle is getoets deur middel van 'n na-toets self-voltooiingsvraelys wat items ingesluit het wat verband hou met veranderlikes van die beskermings-motiveringsteorie (BMT). Die BMT ondersoek die uitwerking wat vreesaanlagte sal hê op houding en aanpassing daarvan. Hierdie studie het bevind dat verskillende advertensie uitvoeringstyle bydra tot aansienlike verskillende vlakke van die bogenoemde veranderlikes, asook dat een uitvoeringstyl beduidend meer effektief is in die ontlokking van kognitiewe respons in sekere rassegroepe in vergelyking met ander. Die empiriese resultate van hierdie studie bewys dat bemarkers die doeltreffendheid van MIV/Vigs sosiale veldtogte kan verbeter deur massa-kommunikasie te staak en eerder segmentering toe te pas binne die mark op wie veldtogte gemik is. Segmentering op grond van rassegroepe sal veroorsaak dat bewusmakingsveldtogte meer effektief is met betrekking tot hul invloed op die toepassing van beskermende seksuele gedrag binne die teikenmark.
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Åhlund, Angelica. ""Girl Power in Advertising" : A qualitative study of how postfeminism and intersectionality are appropriated in two advertising campaigns." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157165.
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Advertising is increasingly, and has become one of the most powerful forms of global communication. It is one of the most influential tools in spreading ideas about gender, ethnicity and sexuality that create perceptions. Advertising has becoming increasingly global due to the globalization of the Western society and culture. This creates a need for intersectional awareness in advertising in order to avoid communicating inequalities. This bachelor thesis examines and analyze how femininities are articulated in advertising that exists within the contemporary context of popular feminism. Specifically, it offers an analysis of how postfeminism as a contemporary formation of feminism informs these advertising campaigns. The study examines two visual commercials, one from Adidas Originals and one from H&M. A multimodal semiotic analysis was used to analyze the empirical material in order to find out its meanings. The result indicates that the two advertising campaigns from H&M and Adidas Originals presents various and diverse forms of femininities by showcasing women with different looks, bodies and ethnicities. H&M’s commercial showcase women who are seen as empowered, confident and who acts out in different environments. Adidas Originals rather puts emphasis on showcasing women and men who speaks about issues concerning gender, body image and ethnicity. Both campaigns, it is argued, articulate and negotiate a discourse of postfeminism.
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Rice, Laurie L. "Campaigns matter : advertising effects on potential voters in the 2000 presidential primary /." Diss., Connect to a 24 p. preview or request complete full text in PDF format. Access restricted to UC IP addresses, 2005. http://wwwlib.umi.com/cr/ucsd/fullcit?p3169317.
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Dube, William. "The effect of new media on political advertising : television ads and internet ads in the 2008 presidential election /." Online version of thesis, 2009. http://hdl.handle.net/1850/9697.
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Mumtaz, Danish Kasim. "Just $10 A Month: A Television Advertising Campaign." Thesis, University of North Texas, 2003. https://digital.library.unt.edu/ark:/67531/metadc4193/.
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This written thesis accompanies three television public service announcement spots. Two of the spots are 60 seconds and one of the spots is 45 seconds in length. I produced this public service television advertising campaign to highlight the issue of child illiteracy in Pakistan and to encourage expatriate and resident Pakistani's to donate to educational charities. A Website created by the filmmaker is promoted in the campaign. This Website provides information about various charities that educate children in Pakistan. Detailed accounts of pre-production, production and post-production of the campaign allow the viewer to comprehend the challenges in producing television campaigns for social causes. Theoretical issues are also discussed, including the causes of illiteracy, the importance and role of social campaigns, the history and uses of propaganda as well as the aesthetic concerns of a public service campaign producer. I discuss the importance of creating the culture of public service campaigns in a third world country like Pakistan, and states that the Pakistani community needs to look inwards to overcome the challenge of illiteracy.
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Jardine, Andrew, and n/a. "Discursive analysis of a television advertising campaign : obliged to be healthy." University of Otago. Department of Marketing, 2006. http://adt.otago.ac.nz./public/adt-NZDU20061101.114209.
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This thesis describes and demonstrates the use of discourse analysis as a means of facilitating critical awareness and stimulating research practice within a consumer research context. In a generic sense, discourse analysis applies to a range of semiotic methods for studying text (including talk, writing and visual images), where the objective is to gain insight into both the meanings of a text and what it signifies. Emphasis is placed on the constructive use of language, where texts of various kinds are said to construct our social world. Two approaches to discourse analysis are detailed.
Firstly, Foucauldian discourse analysis is shown to operate more generally and globally as a social and cultural resource that underpins many human endeavours and activities. Under this approach, discourses are seen as resources that interact with one another. Foucauldian discourse analysis is therefore quite a different enterprise from the finer-grained investigation of talk and texts that is undertaken in discourse analysis and discursive psychology. Instead, discourses are treated as being dynamic in nature, having the ability to mutate over time, and gain dominance in certain settings and cultural locations. Discourse analysis under this approach facilitates critical awareness because it seeks to uncover the ways in which such discourses produce, maintain and constrain people within particular positions and relationships.
Secondly, a discursive psychological approach to discourse analysis focuses on the strategic use of discourse within a particular piece of text, where interaction and the acknowledgement of such interaction by the researcher underscores the importance of language and the ways that people purposefully and strategically use language to achieve particular outcomes or goals. A discursive psychological approach focuses upon discursive practices and constructions, rather than cognitive-perceptual processes. A discourse analytic approach is therefore able to potentially redefine and stimulate current research practice. Psychological phenomena that might have traditionally been framed and studied as 'cognitive' and 'internal' processes can be recast as particular situated discursive accomplishments that people are able to draw upon. Because analysis is not subject to what may be termed 'cognitive reductionism' (where attempts to explain social events and processes are made entirely by reference to events and structures in the mental processes of individuals), a discursive analytic approach suggests new insights into current research practice.
The specific context for analysis within this thesis is provided by an advertising campaign for Xenical, a pharmaceutical product promoted as a treatment for obesity. Xenical was one of the first prescription medications to be marketed directly to consumers in New Zealand via the use of direct-to-consumer advertising (DTCA), a relatively recent form of marketing communication. The Xenical advertising campaign created both controversy and high awareness for the product. Contributing to this controversy was the overt use of DTCA itself, which critics suggest influences patient demand, encourages the use of expensive and sometimes unnecessary medications and in effect, 'creates' disease. As argued here, positioning obesity as a disease in effect justifies (warrants) the pharmaceutical industry�s efforts to offer medical solutions.
In addition to the use of DTCA, the nature of the Xenical advertisements was also controversial. Critics suggested that the Xenical advertisements were based upon negative emotions, associating the state of being overweight with feelings of sadness, shame and embarrassment. These 'emotions' become a key subject in the current study. But in this thesis, rather than viewing such emotions as internal and mental phenomena, the use of discourse analysis focuses on the socio-cultural nature of emotions. Discourse analysis is concerned with uncovering the ways in which bodily sensations are rendered into language and what the subsequent implications for the speaker might be as a result.
Using the advertising campaign for Xenical as context then, discourse analysis is used as a research approach to examine the television advertisements from multiple perspectives. Analysis includes the study of the casting tapes that were used by the advertising agency as source material to inform the creative strategy for the advertisements. In addition, one of the Xenical advertisements is deconstructed in greater detail, outlining the effects of visual and aural discourses that weave together to convey meaning within the advertisement. Analysis is informed by interviews conducted with the creative director of the advertisements as well as the marketing manger for Xenical. Discourse analysis allows us to examine the ways in which the producers of an advertisement purposefully (although perhaps unknowingly) create particular effects for strategic reasons, and how advertisements may be subsequently read as a consequence. The final analysis is based on a reader-response to the advertising campaign. Analysis focuses on the �emotional� talk contained within a particular interview, and how talk functions as performance. Rather than treating emotional talk as a description or reflection of inner psychological worlds, discourse analysis examines participant talk in terms of its content and meanings and how participants use such talk to construct their worlds. Although often overlooked within traditional forms of consumer research, the importance of representing social interaction through detailed interview transcripts is demonstrated, underscoring the analysis provided. Results suggest that the language of description and the methods of data capture that are typically utilised within consumer research are not able to provide an accurate account of the external world. This is because the only way we can know our world is always going to be mediated by and through language, and as a consequence, the meanings and interpretations available to us are never going to be transparent or neutral representations.
The findings suggested in this thesis are intended as a starting point for subsequent research into the study of language in use and human meaning making within advertising and consumer research environments. Because consumer research has borrowed heavily from the social sciences and particularly from psychology, then it is important that researchers within the discipline re-examine many of the psychological topics that we commonly take for granted by considering the way such talk and text is used in action. Discourse analysis provides a research approach that enables such a re-examination.
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Abou, Nabout Nadia. "A Novel Approach for Bidding on Newly Set-Up Search Engine Advertising Campaigns." http://dx.doi.org/10.1108/EJM-08-2013-0424, 2015. http://dx.doi.org/10.1108/EJM-08-2013-0424.
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Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword's profit (generally referred to as a cold-start problem). This article aims at solving the problem of bidding on keywords in newly set-up search engine advertising campaigns. We suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and clickthrough rates, which are needed to calculate optimal bids (exact approach). Together with the profit contribution per conversion and the conversion rate, the advertiser might then set bids that maximize profit. In case advertisers cannot afford to collect the required data, we suggest two proxy approaches and evaluate their performance using the exact approach as a benchmark.
The empirical study shows that both proxy approaches perform reasonably well-the easier approach to implement (proxy 2) sometimes performs even better than the more sophisticated one (proxy 1). As a consequence, advertisers might just use this very simple proxy when bidding on keywords in newly set-up SEA campaigns.
This research extends the stream of literature on how to determine optimal bids, which so far focuses on campaigns that are already running and where the required data to calculate bids is already available. This research offers a novel approach of determining bids when advertisers lack the aforementioned information.
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Swain, Matthew D. "Changes in media mix for leading national advertisers (2003 - 2005) /." Online version of thesis, 2007. http://hdl.handle.net/1850/4491.
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Thesis (M.S.)--Rochester Institute of Technology, 2007.Typescript. Appendix A: Percent change in spending by industry ; Appendix B: List of top 30 advertisers by medium. Includes bibliographical references (leaves 48 - 51)
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Burton, N. "Conceptualizing ambush marketing : developing a typology of ambush strategy and exploring the managerial implications for sport sponsors." Thesis, Coventry University, 2012. http://curve.coventry.ac.uk/open/items/9bd69c07-2918-4b25-98c4-4654b44351c4/1.
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As sport sponsorship has grown in importance and sophistication over the past three decades, so too have the efforts made by un-associated brands to capitalize on the financial benefits and media value provided by sport. By offering would-be sponsors an alternative means of associating with an event without the substantial expense of securing an official partnership, ambush marketing has become a major threat to the investments made by official sponsors, cluttering the marketing environment surrounding sponsorship and challenging sponsors for consumer attention and awareness. Unfortunately, our understanding of ambushing and its impact on the management of sponsorship programmes has been limited by the predominantly atheoretical, outdated perspective of ambush marketing espoused by commercial rights holders and event organizers. This study presents a conceptual examination of ambush marketing, providing a theoretical investigation of the nature, role, strategy and impact of ambush marketing and a renewed perspective of ambush marketing as a form of marketing communications. Contemporary ambush marketing represents a strategic alternative to official sponsorship, which offers a brand access to consumer attention and awareness by creating an affiliation, whether implicit or explicit, with an event or property. This previously unexplored complexity and diversity has informed the construction and development of a typology of ambush strategy which contemporizes past ambush marketing research and affords new insight into the role and evolution of ambush marketing, and its impact on sport sponsorship management. The development of a theoretical conceptualization of ambush marketing represents an integral step in the advancement of the academic study of ambushing, and affords the opportunity to better understand the impact of ambushing on sponsorship and to further explore the nature of ambush marketing.
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DIAS, FRANCESCO SILVESTRI. "THE USAGE OF HEURISTIC EFFECTS IN ADVERTISING: A STUDY OF AUTOMOBILE CAMPAIGNS IN BRAZIL." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2015. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=25182@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROCOORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
A indústria automobilística tem um papel importante na economia nacional e veículos são bens de consumo bastante valorizados pelo consumidor brasileiro, em especial por sua conotação simbólica, motivos pelos quais as montadoras buscam constantemente aprimorar suas estratégias de divulgação de marcas e produtos. Partindo do pressuposto de que a argumentação de campanhas publicitárias de automóveis faz uso de recursos heurísticos, nomeadamente apelando às heurísticas da Disponibilidade, da Ancoragem e da Representatividade, este trabalho tem por objetivo identificar os recursos heurísticos presentes em campanhas publicitárias de automóveis no Brasil e explorar possíveis retornos que eles poderiam promover na interpretação de dezessete campanhas veiculadas na televisão brasileira entre os anos de 2010 e 2014. Destaca-se, em uma análise textual do corpus selecionado, como esses mecanismos se articulam ao enredo das propagandas, acarretando em maior vinculação entre a mensagem publicitária e o seu público alvo. Em conclusão, argumenta-se em prol do uso consciente de ferramentas heurísticas em campanhas publicitárias como uma forma de ampliar o impacto dos anúncios. Peças publicitárias que fazem uso de recursos com efeito heurístico apresentam mais oportunidades de engajamento do público-alvo com o seu enredo, uma vez que oferecem motivos para o espectador prestar atenção e se interessar pelo seu conteúdo, para além do produto ou da marca em destaque.
The automobile industry has an important role in the Brazilian economy and, particularly due to their symbolic connotations, cars are valued consumer goods in this country. Car manufacturers, moreover, constantly seek to improve the advertising strategies of their brands and of their products. Departing from the assumption that automobile advertising campaigns employ heuristic mechanisms, namely appealing to the Heuristics of Availability, Anchoring and Representation, this work aims at identifying such resources and discussing their possible outcomes in the interpretation of seventeen automobile campaigns broadcast in Brazil between 2010 and 2014. This work highlights, in an analysis of the selected corpus, how such mechanisms articulate with the storyline of the advertisements ensuing a stronger bond between the message and its target audience. In conclusion, it is argued in favor of the conscious use of resources with heuristic appeal in order to broaden the impact of traditional automobile advertising. Advertisements that make use of strategies to promote some heuristic appeal put forward more opportunities for the target audience to engage in their storylines, once such appeals tend to increase the attention and the interest of the spectator beyond the product or the brand being promoted.
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Krishnamurthy, Sandeep 1967. "An analytical and experimental investigation of issues in the organization of generic advertising campaigns." Diss., The University of Arizona, 1996. http://hdl.handle.net/10150/289366.
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Generic advertising campaigns promote the general qualities of a product to customers thus improving the demand of all firms who market that product. Recent national campaigns of this nature include the milk advertising campaign "Got Milk?" and the advertising campaign by florists "Think Flowers." The focus of this dissertation is to study, through analytical modeling and an experimental economics perspective, the strategic issues that arise in the organization of such an advertising campaign. We investigate two mechanisms used in practice--Voluntary Contribution Mechanisms (VCMs) and Mandated Contribution Mechanisms (MCMs). In the former, industry members can decide if they want to participate and if so, how much they wish to contribute. Here, the strategic problem relates to achieving complete participation. Specifically, either "free-rider" or "cheap-rider" equilibria obtain, leading to sub-optimal advertising. In order to overcome this, we propose the Provision Point VCM where the campaign is conducted only if contributions exceed a pre-determined threshold. Here, optimal advertising is always a feasible equilibrium. We experimentally investigated the impact of these two VCMs, face-to-face communication and completeness of information on contributions. Managers with experience in such advertising also participated in our study. The findings from the forty four economic experiments were: (1) Simple VCM led to lower efficiency in comparison to Provision Point VCMs. (2) When the provision point was set at the Pareto Optimum, a high efficiency and provision percentage resulted. (3) Communication always led to gains in efficiency. A weak long-term effect was found in the Simple VCM case and a strong long-term effect was found in the Provision Point VCM case. (4) The efficiency in the complete and incomplete information cases for both Simple and Provision Point VCMs were very similar. This is a surprising result. In MCMs, the government stipulates a payment rule by legislation and all industry members must comply. Firms can reduce their share of the advertising budget only by under-stating privately held information, leading to sub-optimal advertising. We design a mechanism that overcomes this by ensuring that truthful information revelation is the dominant strategy for all firms.
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Ihle, Chelsea Jae. "Going on the Offensive: The Role of Issue Ownership and Issue Salience in the Tone of Campaign Advertising in US Senate Campaigns." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1306262924.
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Al-Khasawneh, Mohammad. "An Exploration of Consumer Response Towards Sponsored Search Advertising (SSA) from a Consumer Behaviour Perspective." Thesis, Griffith University, 2010. http://hdl.handle.net/10072/367270.
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The Web has become a major source for information in peoples’ everyday lives. However, finding useful and relevant online information has become an increasingly complicated task for many online users, especially as information on the Web has increased exponentially, and millions of new Web pages are introduced daily into the Web environment. Consequently, Web search engines are now the starting point and major informational sources for online users in facilitating Web search activities related to both commercial and non-commercial Web sites. As such, businesses have recognised the importance and value of having their website highly ranked and visible in search engine result pages, which may be achieved through the use of the Sponsored Search Advertising (SSA) approach. SSA represents an advertising technique in which a fee is paid for specific keywords to guarantee priority placement on search engine results pages. The increased market demand for more consumer-oriented, targeted and non-intrusive Web advertising formats has led to the development of SSA. Such advertising offers Web advertisers the ability to more precisely target and direct Web users to their websites. Accordingly, SSA has become a critical component of companies’ marketing campaigns, with a global annual growth rate predicted to be 37 percent, and scaled rate to be more than US$33 billion in 2010 (Ghose and Yang, 2007).
In addition to becoming the most prominent format of Web advertising in terms of revenue, SSA is also the major source of revenue for Web search engines, for example, 67 percent of Google’s 2008 revenue came from SSA (Google, 2008). However, the success of search engines in generating revenue using SSA depends mainly on the number of users (consumers) who click on Sponsored Search Advertisements (as advertisers are only required to pay when users click). For this reason, it is essential that online users notice and pay attention to SSA, to ensure that the desired communication goal of such advertising (click through behaviour) is achieved. Therefore, the key aspect to whether SSA is a viable business model depends, to a large extent, on the consumer and how he or she responds to this type of Web advertising. More specifically, as suggested by Jansen and Spink (2007a), SSA may be improved and become more effective if a greater understanding is gained of consumer behaviour in such advertising contexts.
Interestingly, despite the phenomenal growth of SSA, scant research attention has been given to how consumers process and respond to this form of Web advertising and, more specifically, the particular factors that drive consumers to pay attention to, and respond positively, towards SSA. Additionally, most previous SSA research has generally been undertaken from the advertisers’ perspective (Bradlow and Schmittlein, 2000; Feng et al., 2003; Telang et al., 2004). At the same time, existing anecdotal studies indicate that, generally, consumers have little awareness of the practice of SSA and, consequently, most tend to ignore them or do not use them. This lack of awareness, and use, has highlighted the need for further and more extensive research. Thus, an exploration of the processes surrounding consumer response to SSA is warranted.
To advance our current understanding of SSA from the consumers’ perspective, the focus here is on examining a range of consumer behaviour variables that may determine how they respond to SSA. Therefore, it is proposed that such an examination will advance the understanding of consumer behaviour within the context of SSA. As such, the primary focus of the current research is on the consumer and those associated consumer related factors that determine their responses to SSA. Therefore, the following research objective was considered worthy of investigation:
To explore the impact of consumer related factors on consumer response towards Sponsored Search Advertising.
Based on an examination of the extant literature, a preliminary conceptual Model of Consumer Response Towards SSA was presented. This proposed model incorporates a number of relationships, including a representation of consumer related factors, along with consumer attention towards SSA, attitude towards SSA and intention to click on Sponsored Search Advertisements.
The current research methodology combines both qualitative (phase one) and quantitative (phase two) approaches, with semi-structured interviewing and online surveying being used. As little is known about how consumers respond to SSA (with most research focusing on practitioners’ views), an exploratory qualitative approach was initially taken in phase one of the data collection. As such, eight semi-structured interviews were conducted with Australian residents who had Internet access and who had purchased any product or service online using a Web search engine. The purpose of this phase was to explore the research objective and obtain greater understanding of consumer response towards SSA. The findings of phase one were used to clarify and confirm the appropriateness of the preliminary conceptual Model of Consumer Response Towards SSA. Based on these findings, a revised conceptual is presented.
The second phase (the quantitative research) was based on the development of an online survey which allowed for the measurement of the factors surrounding consumer response towards SSA. The development of the survey followed a logical two-step process which involved utilising and adapting existing measures and then pre-testing these measures and, thus, ensuring that every effort was made to develop a psychometrically sound survey instrument. The final survey used ‘Travel Tickets’ as advertising stimulus for the study. Data collection resulted in 325 usable surveys for subsequent analysis. Analysis of the data was conducted via correlation analysis, exploratory factor analysis, reliability analysis and Partial Least Squares (PLS) regression analysis. Overall, the findings provided support for the Consumer Response Towards SSA Model. All the hypothesised paths included within the inner model were supported, and all components of the measurement model were found to be statistically significant.
The findings provide a number of theoretical and practical implications for research. From a theoretical perspective, we believe this study is among the first studies to examine the impact of consumer related factors on consumer attentional processing, and attitudinal and behavioural responses toward SSA. Therefore, the study adds to and expands our knowledge of the factors that influence consumer attention towards SSA and determining how attention to Sponsored Search Advertisements, along with perceptions of SSA credibility, influence attitude and behavioural intentions towards those advertisements. Thus, the current study has applied proven theories and constructs from marketing, advertising and consumer behaviour research and has extended and validated the theoretical relationships among consumer related factors and attention, as well as the consequence of such attention.
The practical implications of these findings are that they add to the understanding of SSA from a consumer behaviour perspective and, therefore, act as a valuable base for SSA practitioners. Specifically, the current study provides practitioners with insights into consumers and the factors that influence their intention to click on Sponsored Search Advertisements when they use Web search engines. Importantly, the findings identify which type of consumer (according to their experiences, subjective knowledge, familiarity with brands (or websites), and perceptions of credibility and relevancy) is more likely to attend and process SSA, and then links these to the outcomes of consumer response towards SSA, that is, attitude to SSA and intention to click on Sponsored Search Advertisements.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Harris, Keitra E. "Exploring advertising campaigns and bilingual consumers studying the effects of codeswitching and the accommodation theory /." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024651.
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Bernard, Nicholas Andrew. "Appealing to the YouTube Voter: An Analysis of Barack Obama's 2008 Presidential Campaign Advertisements on YouTube." Oxford, Ohio : Miami University, 2009. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=miami1259685061.
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Alotaibi, Ibrahim Saleem Alzaaydi. "Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns." Thesis, University of Hull, 2014. http://hydra.hull.ac.uk/resources/hull:14363.
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The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing communication environment. Yet, there has been very little, if any, academic enquiry examining these concepts within the mobile commutations context. This is surprising given that we are live in an increasingly mobile technology dominated world. Thus, the aim of this research is to examine customer engagement behaviour and its relationship to customer empowerment in the context of mobile communication. A conceptual model is built on the foundations of the technology acceptance model (TAM). This model seeks to explain the level of engagement and empowerment of customers in mobile marketing campaigns with subjective norms, information seeking, perceived ease of use and perceived usefulness as antecedents. The inquiry extends to examining the impact of moderating factors that influence customer engagement and empowerment along with behavioural intention as a consequence. Following Churchill (1979), a scale to measure engagement was developed. Given the positivist foundations of this study, an online questionnaire was used to collect data. Respondents were recruited from several popular electronic forums in Saudi Arabia. Following data collection, covariance based Structural Equation Modelling was employed in the analysis. The study makes a contribution both on a theoretical level and at a practical level. On a theoretical level, a new scale is developed to measure customer engagement. This will provide a basic understanding of customer behaviour in mobile marketing communication. The relationship between customer engagement and customer empowerment was significant. Subjective norms and information seeking were significant to customer empowerment, while only subjective norms were significant to customer engagement. Perceived usefulness was significant to customer engagement and customer empowerment, while perceived ease of use was insignificant to both of them. In addition, behavioural intention was significant to customer empowerment. On a practical level, the developed scale will help to improve customers’ relationships with businesses; as marketers are now able to enhance engagement by providing an outlet for social interaction, for example. Furthermore, a better understanding of customers’ behaviour will help marketing professionals to better segment and target the appropriate customers to enhance their loyalty.
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Verser, Rebecca Mae. "The 2004 presidential election between George W. Bush and John F. Kerry an analysis of visually comparative televised advertisements /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/4696.
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Thesis (Ph. D.)--University of Missouri-Columbia, 2007.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 October 10, 2007) Vita. Includes bibliographical references.
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Glazebrook, Jonathon R. "Advertising to the Hispanic community : an intercultural communication approach." Scholarly Commons, 2005. https://scholarlycommons.pacific.edu/uop_etds/619.
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This study investigates the ways in which advertisers employ acculturation and intercultural communication tactics when targeting advertising campaigns to Hispanic consumers. The study focused on three research questions regarding (1) how advertisers adapt marketing plans to account for the differences in the dominant Hispanic subgroups, (2) the role of the target audience's level of acculturation on the planning of an advertising campaign, and (3) how advertisers employ accommodation strategies when constructing advertising messages for Hispanics. The study utilized personal interviews with eight advertising professionals from various markets across the country to answer the research questions. The results of the study indicated that (1) advertisers frequently rely on similarities among the various Hispanic groups when planning advertising campaigns, (2) a Pan-Hispanic approach is used in the language of many advertising campaigns that target Hispanics, and (3) advertisers seek to formulate messages that resonate with Hispanics based on knowledge of the target audience's values and beliefs.
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McCrory, Derine. "Senior Marketing Executives' Strategies to Implement Multicultural Marketing Campaigns." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5751.
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The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were collected from semistructured interviews and organizational documents. Data were analyzed using Yin's 5 stages of analysis: compiled and organized, disassembled into fragments, reassembled into a sequence of groups, interpreted for meaning, and conclusions were drawn. Methodological triangulation and member checking were used to validate the trustworthiness of data interpretations. The findings showed 3 emerging themes: marketing using diversity and inclusion strategies; segmentation, target marketing, and positioning strategies; and cultural competence strategies. The information gathered in this study is valuable to current and future marketing managers with an interest in marketing to multicultural consumers. The implications for positive social change include creating and sustaining an environment of inclusion that proactively and strategically engages underrepresented populations of consumers.
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Santafe, Aso Isabel. "Beyond words : a multimodal approach to translation applied to global standardised advertising campaigns in international women's magazines." Thesis, University of Exeter, 2012. http://hdl.handle.net/10871/9708.
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This thesis draws critically on approaches to globalisation, translation and advertising to analyse current translation practices using multimodal advertising texts. The purpose of this study is both to show evidence of the need to approach advertising translation from an interdisciplinary and intersemiotic perspective, and to remark on the need to incorporate such an approach into translation training and practice. It is developed in the broader context of globalisation and its impacts on socio-economic changes and cultural interaction worldwide. The intensification of global communications together with technological advances enhance the steady flow of knowledge and information, whilst at the same time there is a tendency to accentuate commonalities between cultures, clearly illustrated by standardised strategies used in global advertising campaigns. However, one key obstacle in the spread of standardised messages is language diversity, something that has caused translation to gain an active role in global advertising since it facilitates dialogue between global companies and international consumers; thus, translation has not only become an activity that overcomes linguistic and cultural barriers but also a commercial tool. This thesis focuses on the translation of advertisements as an intentional communication act that involves a team process into which translation may be integrated. Translation encompasses concepts that go beyond linguistic matters such as contextual issues and extralinguistic communication sign systems. The translation of advertisements is a growing area of study, with current research mainly limited to the study of linguistic matters. Consequently, in order to improve the accuracy and effectiveness of multimodal translations (text and images in this study) in a professional context, this research incorporates concepts and knowledge from visual analysis and advertising. This thesis suggests a multimodal method of analysis consisting of different phases integrating visual analysis as a part of the translation process. The 2 proposed methodology is illustrated by a corpus of Spanish-English pairs of standardised print advertisements from the beauty and cosmetics sector. The conclusion is that it is vital to consider the extralinguistic aspects surrounding a multimodal text from both a descriptive and critical perspective in order to read connotative information from words, images and the text-image unit. Translation training might also benefit from including this multimodal approach and further collaborative work must be done between translators and marketers to better understand and consolidate the role of translation in this area.
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(ANDA), Asociación Nacional de Anunciantes, and Universidad Peruana de Ciencias Aplicadas (UPC). "Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners." Universidad Peruana de Ciencias Aplicadas (UPC), 2015. http://hdl.handle.net/10757/608311.
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© Universidad Peruana de Ciencias Aplicadas (UPC)
Information Center
Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners
Lima: Universidad Peruana de Ciencias Aplicadas (UPC), 2015
ISBN (spanish printed edition): 978-612-318-037-9
ISBN (spanish e-pub edition): 978-612-318-039-3
ISBN (spanish PDF edition): 978-612-318-038-6
ISBN (english PDF edition): 978-612-318-049-2This book, an initiative of ANDA and the Administration and Marketing Study Program of Universidad Peruana de Ciencias Aplicadas (UPC), is the first in a series of books. It seeks to share, each year, some of the new ANDA Awards winning cases. Hence, students, professionals and entrepreneurs will be able to see, in concrete terms, how to achieve effectiveness and excellent business results through innovative strategies based on the fields of marketing and communications. Seven 2015 ANDA Awards winning cases are included in this first book. The selection process considered those cases whose whole campaign was based on the implementation of research-based and insight strategies closely associated with marketing practices.
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Eamsobhana, Sudawadee. "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2845.
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The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
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Marshall, Stephen W. "Advertising message strategies and executional devices in television commercials from award-winning "effective" campaigns from 1999 to 2004." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0015220.
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Kjell, Mikaela, and Leo Sjökvist. "Föreställningen om reklam : Reklammakarnas syn på reklam år 2013." Thesis, Uppsala universitet, Institutionen för informatik och media, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-216806.
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Syfte: Syftet med uppsatsen är att skapa förståelse för de idéer, föreställningar och normer som format underlaget för vår empiriska undersökning. Vår ambition ämnar beskriva reklammakarnas syn på reklam idag och vilka val som påverkat kampanjernas utformande. Syftet ska besvaras med hjälp av frågeställningen, vilka strategiska val ligger bakom skapandet av reklam i vårt konvergerande mediesamhälle? Metod/Material: Vår uppsats är baserad på en kvalitativ forskningsmetod där empirin, som utgörs av personliga intervjuer, står i fokus. Studien speglas av tre teman, vilka reflekterar vår frågeställning om vilka strategiska val som ligger bakom skapandet av reklam. Våra respondenter representerar två sidor, dels nyckelpersoner som varit i involverade från de uppdragsgivande företagen eller organisationerna, dels av personer som på något sätt är aktiva inom reklambranschen för att få en så opartisk betraktelse som möjligt. Resultat: Vår empiri påvisar starka tendenser till att de aktiva medieanvändarna/skaparna också speglar företagens strategier och slutligen deras reklam. Ur ett deltagarperspektiv finner vi en återspegling av konsumenternas intressen. Med det menar vi att reklam som fordrar viral spridning måste innehålla något spännande eller intressant för att få effekt.Purpose: The purpose of this paper is to create an understanding of the ideas, beliefs and norms that shapes today’s advertising. Our ambition intends to describe the trends within parts of the advertising industry today and what has influenced the advertisers in the making of our chosen advertising campaigns. What strategic decisions lie behind the creation of advertising in our convergent media society? Method/Material: Our thesis is based on a qualitative research method where our empirical data is based on personal interviews. The study reflected three themes, which replicate our question about the strategic choices that underlie the creation of advertising. Our respondents represent two sides, first the individuals who have been involved from the funding companies or organizations. The other side is represented by people who somehow are active in the advertising industry to help us get an objective reflection. Main results: The study indicates that active media users and creators reflect the corporate strategies and advertising. The interest of the consumers are reflected in the participant perspective. Commercials that require viral spread must include exciting content to become viral.
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Robinson, Neil. "Alcohol Restraint Television Advertisements Targeted At Adolescents : A Three-way Comparison Of Reinforcement Styles On Attitude To The Advertisement, Attitude To The Cause And Attitude To The Act." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2003. https://ro.ecu.edu.au/theses/1501.
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Adolescent binge-drinking is an area of great concern in Australia as it is with many other developed countries around the world. Every year in Australia, Commonwealth and State health authorities invest considerable resources into trying to address this issue and the results have been described as being at best, mixed. Health promotion initiatives such as school programmes, media promotion and health programmes coupled w1th restrictions on supply of alcohol are all used to try and curb the incidence of adolescent binge drinking. In recent years television advertising has specifically been used to try and curb the incidence of adolescent binge-drinking behaviour. The aim of this study was to look more closely at the likely effectiveness of those advertising executions that are now commonly used to influence adolescents' attitudes and behaviours toward alcohol. To this end, three advertising executions were presented to 720 Perth school students who were mostly aged between 14-15 years old. The three advertising executions differed in that one was of a positive appeal execution type, one was of a negative advertising execution type, and the other was of a 'combination' negative/positive advertising execution type. After a review of the literature the expectation was that the combination advertising execution would most likely be the most effective advertising executions. The findings of this study were however, different to expectation. It was found that the negative execution performed similarly or perhaps even marginally better than the combination execution. In contrast, the positive execution appeared to carry less impact with adolescent audiences suggesting that of the three execution styles it is probably the least effective method for communicating to adolescents about alcohol restraint. In addition to these investigations into advertising executions other background research was also conducted. This research explored adolescent attitudes toward the whole idea of anti-binge drinking advertising. This area of investigation was thought to be important because marketing theory suggests that advertising requires positive attitudes from it's audiences to work at an optimum level. For example, it has been suggested that a positive attitude toward an advertisement not only makes the audience more receptive but it also makes consumers more approving of the product (or in this case the cause), and mane likely to act on the information. Adolescents were generally found to be concerned about alcohol abuse and seemed to be generally supportive of health promotion initiatives. These finding have therefore been discussed in this dissertation keeping in mind those findings regarding the three advertising executions. It is believed that studies such as this are of importance to our communities. It is for example, anticipated that the results from such studies have the potential to assist health promotion planners to plan their health promotion strategies mane effectively in future. It should be added too, the implications of studies such as these are that health promotion planners will not only be assisted in the future in the area of adolescent binge-drinking but also in other areas of health such as in the areas of illicit drug use, smoking or diet and exercise strategies.
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Aldao, Sharlin. "Women candidates and television advertising : an examination of the 2006 mid-term elections /." View online, 2008. http://repository.eiu.edu/theses/docs/32211131464733.pdf.
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Cooper, Michele. "Dairy calcium advertising awareness, attitudes and behavior : a survey of 13-17 year-old females." Master's thesis, University of Central Florida, 1987. http://digital.library.ucf.edu/cdm/ref/collection/RTD/id/10302.
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University of Central Florida College of Arts and Sciences ThesisIn April 1984, at a conference convened by the National Institutes of Health, a panel of experts issued a statement listing calcium as a ""mainstay in the prevention and management of osteoporosis."" Osteoporosis, or ""brittle bone disease,"" affects one out of every four American women over 5 0 and is the 12th leading cause of death in the United States. In January 1985, the National Dairy Promotion and Research Board began emphasizing dietary calcium in the promotion of milk and dairy products. Television commercials and print advertising were developed which focused on the calcium contained in dairy products and stressed the importance of this nutrient to a woman's diet. Recent consumer research conducted by Market Facts, Inc. of Chicago indicates that this positive calcium message designed to increase dairy product intake may not be effectively reaching the 13-24 year old female. The study shows that subjects in this age group report that they are doing less about their calcium deficiencies than subjects who were studied prior to the time that the dietary calcium advertising began. In addition, the research indicates that those women who are taking steps to increase calcium intake are less likely to use dairy products. Teenage females offer the dairy industry a challenging opportunity. While average male milk consumption jumps dramatically during the ages of 13-19, average female milk consumption experiences only a slight increase. Reaching this audience at this habit-forming age end changing their attitudes and behavior could provide lifelong use of dairy products. The purpose of this study is to determine the efficacy of past dairy calcium advertising messages in affecting the health attitudes and dietary behavior of 13-17 year old women in Florida.
M.A.
Masters;
Graduate Studies Program
College of Arts and Sciences
Communication
43 p.
ii, 41 leaves, bound : ill. ; 28 cm.
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Florence, Linda L. "School District Bond Campaigns: Strategies That Ensure Successful Outcomes." PDXScholar, 2014. https://pdxscholar.library.pdx.edu/open_access_etds/1847.
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When the polls close and the ballots are counted, the best sound is the roar of ecstatic cheering from delighted but exhausted campaign committee members. A bond campaign takes an inordinate amount of work, but the results are worth the effort when the campaign is managed in a systematic way. Districts can be successful bond recipients when they effectively market their schools to gain the support of their constituents.
Public schools across the U.S. are in dire need of major repairs, remodeling, and rebuilding to meet the educational needs of students. Unfortunately, passing a school bond election is entrusted to school superintendents and other district leaders, who are often inexperienced and ill-prepared and have neither the time nor inclination to focus on tasks that take them far from their primary purpose of teaching and learning.
Attaining voter support in a school bond election requires a thorough understanding of school and community issues. The literature review focuses on communication theory and research to garner support of school district's internal and external stakeholders. Communication is instrumental in passage of a construction bond election.
This dissertation is theoretically grounded in problem-based learning and the research and development process. The tested product is a handbook for superintendents or other district-level administrators on strategies and practices that assist in passing a construction bond election. In the Preliminary and Main field tests, superintendents and other district leaders used the handbook in a workshop. Survey results provided summative data to assess the efficacy of the handbook and the workshop. Formative results also provided rich information to improve and revise the handbook and workshop.
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Fortunato, Mary Beth McMurray. "Philip Morris faces "the truth" : a rhetorical analysis of the persuasiveness of two teen-targeted anti-smoking advertising campaigns /." Diss., CLICK HERE for online access, 2002. http://contentdm.lib.byu.edu/ETD/image/etd150.pdf.
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Bissdorf, Julia. "Success Factors of the Product Relaunch : The Influence of the Advertising Strategy on the Success of Product Relaunch Campaigns." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31814.
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Introduction: The product relaunch, in terms of the recycling of an existing product lifecycle, is a common marketing tool within the consumer goods industry. Cases like the reintroductionof Mondelēz Oreo cookie and the promotion of the facelift of the PorscheCayenne are examples how relaunch campaigns can successfully introduce existingproducts in a modified version and increase their sales and brand recall drastically.Advantages like lower flop risks, and lower research and development costs make thisalternative quite attractive when it comes to the decision between the introduction ofinnovations and revitalization of existing products.Method: In order to identify promising advertisement strategies, four potential successfactors has been stated, based on existing marketing communication models: media usage,message credibility, message appeal and scheduling pattern. Related to them, a survey wasconducted which asked the respondents to choose the applied alternatives within the fourdecision areas and indicate to which extent the set success goals were achieved. The surveycould give hints, which strategy alternatives are associated with the achievement of thecampaigns goals by using the correlation analysis. Furthermore, the frequency distributionwas used to identify handling patterns in practice.Results: The results of the survey, which was executed as self-completing questionnaire,revealed that two of the assumed success factors, namely media strategy and credibilitysource, indeed show a correlation to the perceived achievement of success goals. For thethird aspect, the decision about the message appeal, a clear usage pattern could beidentified in the non-durable goods industry. Finally, the two advertisement schedulingpatterns showed no correlation to the perceived success and there was also no preferredalternative identifiable in the durable and non-durable goods industry.Implications: Based on the study results it is to summarize that the usage of TV and onlineadvertisement, as well as POS material appears particularly appropriate for the durablegoods industry, whereas the application of Magazine advertisement showed a positiverelation to the perceived success of relaunch campaigns for non-durable goods. Regardingthe creation of awareness and trustworthiness, the link to the brand and or manufacturername seems more promising than the one to the previous product version, particularly forthe durable goods industry. Finally, the application of an emotional argumentation wasused by 80% of the non-durable goods firms, whereas the relaunch of durable goods wasequally communicated with emotional and informational messages.
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Cserno, Isabell. "Race and mass consumption in consumer culture national trademark advertising campaigns in the United States and Germany, 1890-1930 /." College Park, Md. : University of Maryland, 2008. http://hdl.handle.net/1903/8043.
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Thesis (Ph. D.) -- University of Maryland, College Park, 2008.Thesis research directed by: Dept. of American Studies. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.
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McMurray, Marybeth. "Philip Morris Faces "the truth": A Rhetorical Analysis of the Persuasiveness of Two Teen-Targeted Anti-Smoking Advertising Campaigns." BYU ScholarsArchive, 2003. https://scholarsarchive.byu.edu/etd/41.
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This thesis examines the persuasiveness of anti-smoking television advertisements aimed at teens and produced by Philip Morris's Youth Smoking Prevention Program and the American Legacy Foundation's truth campaign. The advertisements are analyzed rhetorically using Kenneth Burke's dramatistic approach, supplemented by theory related to persuasive advertising, characteristics of at-risk adolescents, persuasive attack, and persuasive defense (apologia). The analysis indicates that strong central themes present in both the Philip Morris and truth campaigns act as a means of rhetorical persuasion, but are not necessarily rhetoric designed to persuade adolescents not to smoke cigarettes. The truth campaign advertisements contain both strengths and weaknesses. The weakness of the truth ads is related to an over-reliance on allegory-type scenarios meant to communicate anti-smoking sentiments and the theme of manipulation. Truth ads that contain clearer messages conveyed by appealing central characters are a more effective means of communicating not only an anti-smoking ideology, but also the theme of adolescent empowerment. This thesis's analysis more alarmingly indicates that the Philip Morris ads are in no way an effective means of smoking prevention. The Philip Morris campaign acts as a persuasive defense with the intended purpose of image repair and may encourage adolescents to think of Philip Morris and their tobacco products in a positive light. Conclusions suggest that due to the vast impact of media the glorifies smoking and other self-injurious behaviors; infrequent appearance of pro-social media appeals; insidious coercive tactics of the tobacco industry; possible limitations in determining the effectiveness of pro-social media appeals due to adolescent self-perception (or third person effect variables); and lack of attention paid to more vulnerable or at-risk youth, the real need may not be better pro-social media campaigns, but rather media literacy campaigns. In doing so, youth may become empowered, critical thinkers able to make life choices based on personal preference and the desire for self-fulfillment, instead of being coerced into a belief system induced by the bombardment of media.
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Gould, Melissa Leonie. "Religion sells a discourse analysis of the use of religious references in television commercial campaigns that sell non-religious products : a dissertation submitted to Auckland University of Technology in partial fulfilment of the degree of Bachelor of Communication Studies (Honours), 2008 /." Dissertation Abstract, 2008. http://puka2.aut.ac.nz/ait/Dissertations/GouldM.pdf.
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Dissertation (BCS (Hons)--Communication Studies) -- AUT University, 2008.Includes bibliographical references. Also held in print (v, 67 leaves : ill. ; 30 cm.) in City Campus Theses Collection (T 659.104582 GOU)
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Strnad, Lukáš. "Analýza marketingového mixu České spořitelny, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75400.
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This thesis analyzes a communications mix of the largest bank in the Czech Republic - Ceska sporitelna, a.s. The thesis is divided into two parts. In the first part it deals with a marketing mix and later on it focuses on the communication mix. The thesis also describes the theory related to advertising, personal selling, public relations and so on. This work also discusses new marketing tools. The second part is focused on the Ceska sporitelna, a.s., where is presented a basis and a substance of a new advertising concept across the Erste Group. The description method describes the current bank's campaign and with more detail it presents the main activities of banking advisors - the personal selling. This paper also includes the sponsorship and PR activities and finally it present the outcomes of survey, which is related to a clients awareness about the new campaign.
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Valerio, Paolo <1997>. "Historical and cultural evolution of marketing and advertising, with a look to Italian society and its modernization through controversial campaigns." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/20297.
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The following thesis has the purpose to expose the historical and cultural evolution that interested marketing and advertising disciplines in the post-modern society. The thesis opens with a brief introduction, over the evolution of the global perception of marketing during the last century. In particular, the essay outlines how the introduction of advertising has firstly made its appearance and then, has evolved in the Italian context. Through the analysis and the comparison of various ads on means of communication like television, radio, billboards, posters on the streets and internet issued on different epochs, the essay assumes to investigate how the Italian society and its perception towards advertising has changed through the decades. An important attention has been given to the post-World-War II period and to the following process of Americanization experienced in Italy. The Americanization process meant for the Italian society a real change, or an evolution, from a peasant to a welfare society.
Subsequently, the final part of the thesis is focused on giving a wider attention to controversial advertising, which is a communication method adopted by several business companies, nowadays in Italy and all over the world, in order to boost the impact generated by the ads over the users. Indeed, companies foster customers' attention to the brand or products generally violating moral, social or religious norms socially shared. In the last century, this tendency to excess in publicity contributed to give a jolt to the Italian culture which had always been controlled and influenced by moral stereotypes, taboos and values mostly set by the Catholic Church and the Italian public authorities. Eventually, the last part of the thesis is dedicated to give some useful examples of controversial marketing through the analysis of the most iconic campaigns. These campaigns helps the thesis project and researches made in the previous chapters to better understand the impact got over the Italian population during the long process of modernisation, and above all, how the controversial marketing campaigns helped to change the Italians’ mind-set anchored to the traditional patterns for too long.
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Kosumapa, Ampika. "The advertising plan of Toyota Camry for Toyota Motor Thailand Co. Ltd." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2556.
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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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Jacob, Rafael. "Party, People, or Policy? Uncovering the Impact of Advertisement in Ballot Initiative and Candidate-Centered Campaigns." Diss., Temple University Libraries, 2017. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/433340.
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Political SciencePh.D.
We have acquired, over the last several decades, a fairly rich understanding of the impact on voter behavior of political communication in general and of political advertising specifically. Yet much of this knowledge pertains to “traditional,” candidate-centered elections; comparatively very little is known with regards to ballot initiative races. In principle, these contests pit not people, but proposed policies, against each other. In practice, however, they not only feature ads discussing policy, but also frequently comprise ads highlighting a measure’s supporters and opponents, be they individuals, non-profit groups, media outlets, industries, or political parties. This, in turn, leads to a basic query: what types of advertising message carry the greatest weight with voters in initiative contests – and how do they differ (if at all) from the effects they have in similar ads run in candidate-centered elections? Through an original experiment, this dissertation aims to break new ground in the voter behavior, media effects, and direct democracy literature by tackling this question.
Temple University--Theses
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Harben, Beth Kwon Wi-Suk Forsythe Sandra Monk. "Predicting consumers' cause-brand alliance attitude and purchase intention the influence of cause involvement, message source, perceived motivations, and cause-brand fit /." Auburn, Ala, 2009. http://hdl.handle.net/10415/1890.
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