Browsing by Department "Advertising"
Now showing items 1-20 of 354
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A comparison of cognitive impacts of narrative and human-computer interaction as two sources of perceived realism in video games
(2019-07-08)Perceived realism in video games, indicating the degree game players perceive the game is realistic, influences game player’s cognitions. Previous research has explored the dimensional structure of perceived realism from ... -
A separate efficacy : the green behaviors of Black men in cities
(2019-09-26)Abstract: As communicators seek to increase and bolster green behaviors throughout society, this paper examines an audience who have been historically left out of the messaging and literature: Black men who reside in cities. ... -
A stakeholder-focused, emotion-driven model of social media secondary crisis communication : exploring how consumers emotionally cope with a brand crisis news on social media
(2022-08-12)Given the rapidly changing social media environment and its influence on crisis communication process, this dissertation seeks to develop a model for emotion-driven secondary crisis communication on social media, demonstrating ... -
A study of Chinese cancer patients' health information preferences and practices
(2017-08-10)Health communications are pivotal to cancer patients’ care and management, yet no empirical knowledge exists that could explain how cancer patients’ information preferences (needs and wants) and practices (seeking, avoiding, ... -
A study on the emergence of ethical thinking in nanotechnology
(2017-05)The purpose of this study is to explore how scientists perceive social and ethical implications (SEI) in the context of nanotechnology and how to best implement SEI training in laboratories. This will be explored through ... -
A test of the hierarchy of advertising effects via a panel data set on email advertising
(2020-05-01)Advertising changes the consumer. Through advertising exposures, a consumer becomes aware of the advertised product, becomes interested in it, develops a desire, and makes a purchase decision (the hierarchy of effects ... -
The academician-practitioner gap : the past, present and future
(2011-12)The academician-practitioner gap has been long discussed within the advertising community. There has been extensive literature published, numerous organizations formed and changes made in the academic and practitioner ... -
Account planning in Hispanic advertising agencies : exploring a discipline in constant transition
(2012-05)This study provides a historical understanding of the adoption, adaptation and education of account planning in Hispanic advertising agencies. At the time of this writing, minimal academic research had focused on the ... -
Activist public relations and programs of self-directed change
(2011-05)The principal theory in the field of public relations, grounded in the landmark Excellence Study headed by J.E. Grunig (1992), has moved from viewing activist groups as posing a threat to organizational effectiveness, to ... -
Advertising networks and the state of online advertising
(2010-05)The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. ... -
Advertising on social networking website : lessons from Cyworld, a South Korea based online network
(2007-08)Empowered by technologies, more sophisticated and dynamic consumers has become the major force influencing communications. Accordingly, the Internet has been accepted as an innovative, new - although perhaps alternative ... -
Advertising signals as indicators of advertiser fitness
(2007)A new perspective on consumer behavior is proposed using theoretical predictions developed from behavioral ecology, economics, and evolutionary psychology. These predictions pose the possibility that consumers often make ... -
Advertising to female runners : a comparative evaluation of Nike and Brooks Running, Inc. in Runner's world magazine
(2012-08)This research report aims to examine and evaluate the ways in which two leading running product companies, Nike and Brooks Running, Inc., target female runners in the context of Runner’s World magazine (the world’s leading ... -
The Agency
(2018-12-03)For this project, we created a comic book based off the show, The Office. We wanted to use scenes from the show to illustrate how situations involving diversity, gender, and brand promises can be handled in a morally ... -
Agile in creative agencies : towared the identification of factors important for its effectiveness
(2015-05)This study is a systematic approach to collecting and analyzing qualitative data regarding the appropriateness of Agile as a project management environment for creative teams whose deliverables include various types of ... -
Alexa as a shopping assistant : the effects of message interactivity and the mediating role of social presence
(2020-05-13)This study explores the key factors that influence consumer intention to use virtual assistants for online shopping. It examines (a) whether existing concepts in communication technology literature (particularly message ... -
Alternative media strategies: measuring product placement effectiveness in videogames
(2006)Product placements have evolved into organized promotional tools from the early days of brand inclusions in motion pictures. Product placements offer numerous advantages and consequently, many researchers and practitioners ... -
An examination of the NBA jersey sponsorship program : the role of congruence, articulation, and CSR in attitudes, consumer behavior, and activation strategy
(2020-05)This research focuses on consumer behavior and sport sponsorship within the context of the jersey sponsorship program in the National Basketball Association. The aim of this work is to advance the understanding of how ... -
Analysis of Facebook message of automobile brands in Korean market : focus on 3 Korean domestic and 5 foreign brands
(2012-12)With a strong level of engagement through media, social networks expand communication territory in a manner that traditional media lacks the ability to, with the distinctive features of “participation” and “sharing.” With ... -
Analyzing conversations on social media platforms and the potential impact of brand voice
(2018-05)With advertising tactics becoming predominantly digital, social media outreach methods have secured their place in the tool belts of many brands. This thesis discussed three objectives in showcasing how Twitter’s involvement ...
