Thesis (M.A.)--Ohio State University, 1952. / Includes bibliographical references (leaves 70-71). Available online via OhioLINK's ETD Center

Thesis (Ph. D.)--University of Oklahoma, 1996. / Includes bibliographical references (leaves 109-277).

Thesis (M.B.A.)--University of Hong Kong, 1985.

In today’s marketplace, new technology innovations and the changing media environment offer endless opportunities to consumers: seemingly infinite amounts of information via the internet, an abundance of broadcast channels, and higher functionality and control through such technologies as online media aggregators and digital video recorders. These technological changes have redefined the media landscape and thus the role of advertising in new media consumption. As interactive media markets become increasingly segmented, it is vital for advertisers to examine effective techniques for communicating with consumers via such customized and controlled channels. The emergence of Web 2.0 technologies, among them media content aggregators such as Google Reader or NetNewsWire, has created a plethora of niche markets online, attracting more than 69 million users in 2006 and generating $450 million plus in advertising revenues in the same year (Verna, 2007). Designating this phenomenon as 'the control revolution,' Shapiro (1999) claims that technology has brought with it a reduction of institutional control resulting in an increase of individual control, both in terms of content selection and advertising exposure. This vast population of consumers represents a new wave of information seekers whose ability to process information in such environments must be examined further. The availability of highly customized information spaces allows consumers to tailor their exposure to specific media needs and desires (Liang et al., 2006). The tailoring of online media exposure has been made possible by web-based applications that aggregate content per the consumer’s specifications. This further allows media exposure to be more tailored or “consumer-centric” rather than “publisher-centric” (Morrissey, 2005). Using a 2 x 2 x 3 factorial design, the effect of customization on a consumer’s media enjoyment, ad attitude and behavioral intention was tested to determine if the perception of choice in media content makes a significant impact on user experiences. A total of 237 subjects participated in a lab based experiment, involving a pre-test survey, exposure to the stimulus and a post-test questionnaire. The results indicate that subjects do indeed perceive greater media enjoyment when exposed to a customized online environment as compared to a standard online environment. Additionally, subjects who were exposed to a customized media environment had greater behavioral intention for interacting with advertising. However, subjects who were exposed to advertising via a standard online environment had a more positive attitude toward advertising than those exposed to advertising through a customized environment. In sum, customized environments offer a greater since of media enjoyment for consumers within this sample, however the types of advertising used within these environments requires further investigation to determine what is optimal. / text

Advertising / The average American spends more than twenty hours online each week (EMarketer, 2013, pp. 8). Time online is spent working, browsing social networks, watching videos and consuming news. With so much of consumers’ attention focused on the Internet, advertisers have worked to leverage persuasive tactics within their online display advertising. For example, designers and agencies employed animated ads, gamification, and intrusion as methods to garner attention. Even still, a consumer’s ability to ignore ad space, also known as “banner blindness,” is widespread and well documented (Adotas, 2009, pp. 7-11). This research will consider not only what is on the screen but also what is going on in the head of the consumer to analyze the ways in which online browsing behavior, specifically leisurely information seeking, impacts recall and recognition of web advertisements. / text

Creativity plays a central role in advertising. From the execution of advertising material to the strategy that drives it and the media used to disseminate it, creativity permeates every phase of the advertising process. However, the literature regarding advertising creativity is messy and somewhat fractured. As such, Phase 1 of this dissertation will be a scoping review, designed to bring the clarity and insight afforded by a “high altitude” exploration the topic. Additionally, advertising—in both construction and delivery—has evolved significantly over the last decade as new technologies and new methods for reaching consumers have become available, but relatively few researchers are examining the way advertising creativity is being taught. As such Phase 2 is a qualitative exploration of creative advertising education in 9 top-ranked advertising schools and portfolio programs. Semi-structured interviews were conducted with creative faculty in these programs and were analyzed using thematic analysis. Findings and major themes are discussed, as well as limitations of the dissertation and suggestions for future research. / text

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Mobile technologies are one of the fastest growing and most widely adopted technologies in this current era. Parks Associates forecasts 4.5 billion mobile phone users worldwide by 2013, with many people using these devices as gateways for entertainment services, community information, and social networking. There will be over 140 million U.S. consumers paying for mobile broadband, which will extend video, communication, networking, and support services to various devices. The mobile advertising industry was seen as the poor relation of Internet advertising in terms of revenue, if not of hype. Yet mobile offers advertisers many attractive possibilities. No other device is as personal, interactive and constantly within reach as a cell phone. And cell phones let advertisers target whole new parameters, such as location and context. So, does it mean that Mobile Communication will be the new Avatar of Advertising industry? The continuous development of wireless networks and mobile devices has motivated an intense research in mobile communication. This research examines the so-called mobile marketing, which is Internet advertising and marketing offered through mobile communication systems, such as cell phone advertising. The rapid increase in Internet-based services available through mobile communication devices is expected to lead to an equivalent increase in mobile marketing spending by corporations. It is argued that the increasing technological capacity of mobile communication systems such as smart phones allow such advertising to be more effective and delivers a better rate of return for marketers than does Internet advertising in general. This paper, explores the world of mobile advertising, how can marketers reach the ‘always on’ mobile consumer and finally concludes with the future of mobile communication. / text

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