Browsing by Department "Advertising"
Now showing items 1-20 of 280
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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 ... -
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 ... -
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 ... -
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
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 ... -
Applying moral theory in practice : frequently violated moral domains in banned advertisements
(2012-12)This professional report explores Haidt and Joseph's "Moral Foundations Theory" as a framework to better review advertising content to prevent 'offensive advertising' in the advent of standardized global advertising. As a ... -
Assessing the effects of advertising on sales : a study in quick service restaurant advertising and consumption in the United States 1986-2007
(2009-08)Advertising is an important mechanism by which firms are able to communicate with their current and potential consumers. An advertising campaign may satisfy a multitude of objectives for a firm. Namely, advertising can be ... -
Behind-the-scenes of a brand : the impact of perceived backstage on consumer responses
(2011-12)Consumers watch what a brand does, listen to what a brand says, and expect to make a meaningful connection with a brand via social media. Thus, creating effective and persuasive content on behalf of a brand to attract ... -
Being Bad in a Video Game can Make Us Morally Sensitive
(2014-08)Several researchers have demonstrated that the virtual behaviors committed in a video game can elicit feelings of guilt. Researchers have proposed that such guilt could have prosocial consequences. However, this proposition ... -
Benefits of advertising and marketing during televised sporting events
(2013-05)This reports main focus is to highlight the benefits of advertising during televised sporting events in an American market. In this report an overview of the current state of advertising and sports marketing is discussed ... -
Best practices in digital branded content for Generation Y : developing effective campaigns in the new era of advertising
(2012-12)The purpose of this document is to help marketing managers develop a deeper understanding of digital branded content and how it can be effectively targeted at Generation Y (i.e. consumers born between 1977 and 1994). ... -
Beyond affective valence : the effect of different emotions on cognitive processing and persuasion from a certainty-congruent approach
(2014-12)This research investigates the role of emotion in the persuasion process by establishing a novel relationship between emotion and construal level. Built on cognitive appraisal theories, this research proposes that the ...
