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Full-Text Articles in Mass Communication

Developing The Next-Generation Don Draper, Valerie K. Jones Jul 2018

Developing The Next-Generation Don Draper, Valerie K. Jones

Faculty Publications, College of Journalism & Mass Communications

Technology and the proliferation of data have transformed the advertising industry. Those with digital and analytical skills are now more employable than those with “traditional” advertising skills. At the same time, colleges and universities face increasing emphasis on job placement rates. Are advertising programs providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s “next-generation Don Drapers” must be fluent not only in creativity and big ideas but also in analysis and Big Data.


Curriculum Change In Undergraduate Strategic Communications Programs: How Strategic Communications Programs Are Adapting To 21st Century Media, Allyson B. Goodman Jan 2018

Curriculum Change In Undergraduate Strategic Communications Programs: How Strategic Communications Programs Are Adapting To 21st Century Media, Allyson B. Goodman

Theses, Dissertations and Capstones

The year 2014 has been described by scholars as transformative in how consumers interact with technology and media. Pointing to such digital milestones as the explosion of social media and mobile technology and the decline of traditional television ratings, these scholars have described the evolution as a move from a broadcast era to a postbroadcast era of media. This mass media evolution has opened a digital talent gap between the skills needed by the industry and the abilities of current and potential employees.

Focusing on undergraduate strategic communications programs, this research discusses the current status of new and social media ...


Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones Jan 2018

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones

Faculty Publications, College of Journalism & Mass Communications

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play ...


Walking The Line Between Reality And Fiction In Online Spaces: Understanding The Effects Of Narrative Transportation, Sarah Gretter, Aman Yadav, Benjamin Gleason Jul 2017

Walking The Line Between Reality And Fiction In Online Spaces: Understanding The Effects Of Narrative Transportation, Sarah Gretter, Aman Yadav, Benjamin Gleason

Journal of Media Literacy Education

Recent contentions about "fake news" and misinformation online has shed light on the critical need for media literacy at a global scale. Indeed, digital stories are one of the main forms of communication in the 21st century through blogs, videos-sharing websites, forums, or social networks. However, the line between facts and fiction can often become blurry in these online spaces, and being able to distinguish between reality and fantasy can have important consequences in the lives of young Internet users. Using contemporary examples from news stories, fanfiction, advertising, and radicalization, this article outlines the features, affordances, and real-life implications of ...


Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera Mar 2017

Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera

Journalism

The noticeable downturn in print advertising indicates a need for change in the news industry business model. College media is not immune to this decline and need for change. A change in business model calls for transitioning to an alternative system that does not primarily rely on print products and advertising — a digitally focused business model. Many college media organizations around the United States have started to pursue this type of model, changing the way they produce and present news in the process. Taking into account the state of print focused business models in the general and collegiate news industry ...


The Limits Of Transparency: Data Brokers And Commodification, Matthew Crain Jan 2017

The Limits Of Transparency: Data Brokers And Commodification, Matthew Crain

Publications and Research

In the United States the prevailing public policy approach to mitigating the harms of internet surveillance is grounded in the liberal democratic value of transparency. While a laudable goal, transparency runs up against insurmountable structural constraints within the political economy of commercial surveillance. A case study of the data broker industry reveals the limits of transparency and shows that commodification of personal information is at the root of the power imbalances that transparency-based strategies of consumer empowerment seek to rectify. Despite significant challenges, privacy policy must be more centrally informed by a critical political economy of commercial surveillance.


Mcv Wines Social Media Marketing Campaign: Successfully Marketing Wine To Millennials, Dillon Payne Jun 2016

Mcv Wines Social Media Marketing Campaign: Successfully Marketing Wine To Millennials, Dillon Payne

Journalism

The following study investigates how to develop a commercial on a social media platform in order to advertise a product to millennials – in this study, wine is the product. The number of consumers is increasing as each year more and more millennials become 21 years old, thus being able to be the next and newest consumer of the wine industry. The campaign’s focus was to create a wine commercial for a tasting room called MCV Wines and market it on social media to see if millennials would be interested in purchasing wine after seeing the commercial. Withscholarly research, the ...


The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala Jan 2016

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

Faculty Publications, College of Journalism & Mass Communications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them ...


Puppets On A String? How Young Adolescents Explore Gender And Health In Advertising, Deborah L. Begoray, Elizabeth M. Banister, Joan Wharf Higgins, Robin Wilmot Mar 2015

Puppets On A String? How Young Adolescents Explore Gender And Health In Advertising, Deborah L. Begoray, Elizabeth M. Banister, Joan Wharf Higgins, Robin Wilmot

Journal of Media Literacy Education

This article presents qualitative research on young adolescents’ abilities in communicating and evaluating health messages in advertising especially how they understand and create gendered identities. A group of grade 6-8 students learned about media techniques and movie making. In groups divided by gender, they created iMovie advertisements for health activities in their school. They represented themselves in these advertisements by creating stick puppets. Observations during lessons, examination of movies and puppets, and interviews with students and their teacher revealed that young adolescents were neither completely manipulated by media nor were they completely in charge of their responses to media’s ...


Teaching About Propaganda: An Examination Of The Historical Roots Of Media Literacy, Renee Hobbs, Sandra Mcgee Nov 2014

Teaching About Propaganda: An Examination Of The Historical Roots Of Media Literacy, Renee Hobbs, Sandra Mcgee

Journal of Media Literacy Education

Contemporary propaganda is ubiquitous in our culture today as public relations and marketing efforts have become core dimensions of the contemporary communication system, affecting all forms of personal, social and public expression. To examine the origins of teaching and learning about propaganda, we examine some instructional materials produced in the 1930s by the Institute for Propaganda Analysis (IPA), which popularized an early form of media literacy that promoted critical analysis in responding to propaganda in mass communication, including in radio, film and newspapers. They developed study guides and distributed them widely, popularizing concepts from classical rhetoric and expressing them in ...


How Not To Get Lost In The Shuffle: Producing The Most Effective And Eye-Catching Press Release, Erica Derrico Jun 2014

How Not To Get Lost In The Shuffle: Producing The Most Effective And Eye-Catching Press Release, Erica Derrico

Journalism

The following study investigates how to produce the most effective and eye-catching press release on a national level for Summit Outdoor Supply (S.O.S). Winter quarter of 2014, my partner and I worked on a local campaign for S.O.S., using traditional text-based press releases to get media coverage. Although we did see some success with the traditional press release, there were often times our releases would get lost in the shuffle of the many releases that media outlets received each day. My goal with this project is to learn how to produce a press release that will ...


A Study Of The Effect Of Product Placement In Television Shows And Its Influence On Consumer Behavior, Danielle Patton Mar 2014

A Study Of The Effect Of Product Placement In Television Shows And Its Influence On Consumer Behavior, Danielle Patton

Communication Studies

This study investigated the use of product placement in television shows as a catalyst for product purchasing behavior. It was hypothesized that television viewers would be more likely to purchase a product seen through a product placement in a television show than in a commercial advertisement. Furthermore, it was also hypothesized that viewers would be more influenced to buy a product if they saw a favored television character interacting or promoting the product. These hypotheses were tested by running a bivariate correlation to determine the correlation between television viewing and purchasing habits, a paired sample t-test to determine whether there ...


Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler Oct 2013

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

Faculty Publications, College of Journalism & Mass Communications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences ...


A Quantitative Survey: Are Twitter Advertisements Effective For College Students?, Christia J. Brockman Jun 2013

A Quantitative Survey: Are Twitter Advertisements Effective For College Students?, Christia J. Brockman

Communication Studies

Social Media websites are rapidly being overrun by advertisements, but is this blitz of advertising destroying the social media experience? Twitter, one of today’s most popular social media sites, increased its revenues from $45,000,000 in 2010 to $259 million in 2013. This exponential growth is surprising given the large portion of Twitter users who are between the ages of 18 to 25 with lower annual incomes. In analyzing whether advertising on Twitter is effective on college students, statistical results from a survey conducted among college students at California Polytechnic State University, San Luis Obispo, reveal that Tweeters ...


Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis Apr 2013

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research ...


Advertising In Online Social Networks: A Comprehensive Overview, Silvia Stockman Dec 2010

Advertising In Online Social Networks: A Comprehensive Overview, Silvia Stockman

Honors Scholar Theses

This paper examines characteristics of online social networking sites and their implications on advertising. The application of well known interpersonal and mass communication theories to the field allows for an in-depth look at behavioral cues and responses. The interactivity inherent in sites like Facebook, MySpace, YouTube, and in other forums encourages advertisers to tap into engaging their consumers. Types of targeting and the success of word of mouth referrals are examined, as are many of the common stumbling blocks. To better understand the potential versus the problems, we conclude with an analysis of return on investment.


An Ethnographic Study Of The Media Consumption Habits Of Registered Nurses In The Chicago Designated Market Area (Dma), Sherri L. Ter Molen Jun 2009

An Ethnographic Study Of The Media Consumption Habits Of Registered Nurses In The Chicago Designated Market Area (Dma), Sherri L. Ter Molen

Sherri L. Ter Molen

Because there has been a nursing shortage for the past decade and because the competition between employers for experienced registered nurses is fierce, I utilized archival quantitative data from a syndicated advertising database known as The Media Audit, quantitative data I collected from 100 surveys, qualitative data that I collected from 15 interviews, and qualitative data that I collected during 20 hours of observations in hospital cafeterias and nearby restaurants to discover how RNs use media, whether or not they share these media as an occupational co-culture, & their attitudes toward recruitment advertising in these media. This study draws upon Smit ...


Audience Construction And Culture Production: Marketing Surveillance In The Digital Age, Joseph Turow Jan 2005

Audience Construction And Culture Production: Marketing Surveillance In The Digital Age, Joseph Turow

Departmental Papers (ASC)

This study melds "contextualist" and "resource dependence" perspectives from industrial sociology to explore the implications that audience construction by marketing and media firms hold for the core assumptions that are shaping the emerging media system of the twenty-first century. Marketers, media, and the commercial research firms that work with them are constructing contemporary U.S. audiences as frenetic, self-concerned, attention-challenged, and willing to allow advertisers to track them in response to being rewarded or treated as special. This perspective, a response to challenges and opportunities they perceive from new digital interactive technologies, both leads to and provides rationalizations for a ...


Crossing Offline And Online Media: A Comparison Of Online Advertising On Tv Web Sites And Online Portals, Louisa Ha Apr 2003

Crossing Offline And Online Media: A Comparison Of Online Advertising On Tv Web Sites And Online Portals, Louisa Ha

School of Media and Communication Faculty Publications

This paper presents findings of a study comparing the advertising on the web sites supported by offline media and on the dot.com media that only have online presence. The study analyzes the advertising strategies of leading U.S. TV networks' web sites and online portals, which respectively represent web sites with strong offline media support and web sites with no offline media counterparts respectively. TV networks' advertising strategies were identified based on a spectrum of brand extension and brand integration strategies. The results show that even with the strong offline support of the TV networks, TV web sites are ...