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Mass Communication Commons

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Theses and Dissertations

1994

Virginia Commonwealth University

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Advertising Budget Reduction Impacts On Effective Communication: A Descriptive Analysis : Evaluation Of Virginia State Parks 1994 Advertising Campaign, Lois Ann Delbueno Jan 1994

Advertising Budget Reduction Impacts On Effective Communication: A Descriptive Analysis : Evaluation Of Virginia State Parks 1994 Advertising Campaign, Lois Ann Delbueno

Theses and Dissertations

A descriptive analysis to determine the communication effects of a reduced advertising budget, this study evaluated the 1994 Virginia State Parks advertising campaign. The campaign's objective was to provide Virginians more information about the parks, which in the previous 1992 Virginia Outdoor Survey, was said to be needed.

The author sought to answer questions relative to the overall effect of reducing the advertising budget, as well as the amount and nature of awareness resulting from it.

In order to measure these relationships, the author collected data into two random seven-day periods to compare 1994 versus 1993 for awareness, cost-effectiveness ...