Thesis (M.B.A.)--University of Hong Kong, 1981.

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 132-139). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 132-139). Also available on the Internet.

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 along with historical and cultural analysis of both advertising and sports in the American culture. Among the arguments discussed, a major one will be how in this current media landscape sports is one of the best vehicles to reach a target markets directly without having to compete with many of the new technologies that are on the market today. The central backing for this argument comes from research conducted by interviewing experts in the fields of advertising, sports marketing, and analyzing articles and reports on the subject matter. With a shift in how media is consumed it is important for companies to understand what is the best way to reach an audiences and that some of the rules of advertising are shifting to meet with the changing landscape. Both real-world and academically evaluated examples are given to exhibit the potencies that Advertising during sports events has and how is the current market sports is becoming a more valued asset moving forward. Another issue that is discussed is possible area of further study which would focus on the evolution of mobile advertising and sports. / text

This research investigated the role of felt involvement in processing advertising messages by means of a 3x2 factorial experiment with control. The experiment was designed to examine the effects of advertising exposure on the decoding process with a risk and pleasure treatment for three product categories. Overall, results from 583 respondents provide strong support for the influence of affective components of involvement in the evaluation of advertising information in both high and medium involvement situations. Specifically, risk and pleasure antecedents were examined to determine their relative impact on involvement, information processing, and outcomes of the decoding process in terms of recall and attitudes to the advertisement. The involvement construct was found to be relatively stable, but the affective antecedents, pleasure and sign, influenced the decoding process and its outcomes after advertising exposure. Evidence from this research suggests that cognitive processing of advertising messages is simpler than has been assumed in the advertising and consumer behaviour literature to date as information processing is driven predominantly by affect. Pleasure appeals were also found to be particularly effective across product categories. Purchase risk was perceived to be very low or non-existent at the time of advertising exposure. Insight into the underlying processes that influence the decoding of advertising is also provided. This suggests that advertising situations are specific and based on the relative importance of the product, the nature of involvement, advertising appeal, user status, proximity of the next purchase, attitude to advertising and potentially gender identification.

Once considered a minority, Hispanics today are becoming a growing majority of the U.S. population. In fact, Hispanics have become the nation's largest minority group. The growth of the Hispanic market has numerous implications for marketing and communication decisions. Hispanics residing in the U.S. consume products and services on a daily basis. They buy groceries, appliances, event tickets and interact constantly with companies and their messages. Not only is it crucial for U.S. marketers to recognize how valuable this market is to them, but Hispanics are a multifaceted market that must be well understood to ensure a good foundation is built prior to developing communications strategies. More specifically, marketers need to be aware of how Hispanics, often bilingual, process language and how this impacts the effectiveness of communications messages. This report will take you through an analysis of why the U.S. Hispanic market is valuable and how this particular segment should be approached when it comes to the language factor. / text

No description available.

Advertising is an institution of economic, cultural and spatial regulation. This thesis examines the role of the advertising industry in mediating the geographies of markets and identities. In the same way that Stuart Ewen (1976) links the structure of the advertising industry in the 1920s to its role in the consolidation of national markets, mass consumption patterns and consumer identities congruent with Fordism, I tie the restructuring of the industry in the current period to the new regime of flexible accumulation. There is an increased need for information about consumers and a heightened design-intensity in flexible production. Institutions of power/knowledge such as advertising play an important role in linking production and consumption and in establishing a “just-in-time” consumption. In addition, through the process of “branding”, advertising agencies attach images to goods. Branding involves matching consumer identities with the “identities” of products. An important component of this process encompasses the formation of “brandscapes”, places where the product is sold and consumed. Advertising both responds to the location of consumers and situates consumers in space. At the same time that advertising has grown in importance, I find that the advertising industry is experiencing a crisis in the 1980s and 1990s. This crisis reflects a weakening of the industry’s ability to regulate the formation of markets and identities. The increasingly discontinuous and fluid spatial and temporal nature of consumer identities, combined with “reflexive modernization”, have made it increasingly difficult for advertisers to locate consumers in terms of both identity and space. In response to this crisis and under new conditions of flexible accumulation, U.S. agencies have reoriented both their organizational structure and their methods of operating. In terms of the reorganization of agencies themselves, I focus on two divergent tendencies in the 1980s and 1990s: the concentration! transnationalization of agencies on one hand, and the increased polarization/flexibility of agencies on the other. I draw upon trade journal literature and 55 interviews with employees. With respect to changing methods, I examine the role of agencies in processes of globalization, market segmentation and shifting gender identities. Increasingly sophisticated methods of monitoring consumers’ use of commodities, forms of resistance and places of consumption point to an escalation of surveillance in the current period. My thesis presents a contribution to debates over both flexibility and identity. I argue that the distinction between producer and consumer has become increasingly blurred, and that the two have come closer together at the site of advertising.

No description available.

This research examined how responses to female imagery displayed in Cosmopolitan magazine vary as a function of females’ conceptualizations of their own sexual identities. After completing the Sexual Self-Schema Scale (SSSS; Andersen & Cyranowski, 1994), female students were randomly assigned to either a sexualized or non-sexualized advertisement condition. Participants rated how they felt as they viewed three images, reported their attitudes toward the images, and completed a post-task mood assessment. Findings revealed significant main effects for condition and schema, but no interactions. First, women exposed to the non-sexualized series reported more favorable attitudes and felt happier as they viewed the advertisements than those exposed to the sexualized series. Second, women with positive sexual self-schemas indicated more favorable attitudes than negatively schematic women, felt the happiest and most excited as they viewed the series, and reported the most positive affect afterward. Suggestions for future research and marketing implications are discussed. / Department of Counseling Psychology and Guidance Services