The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on October 20, 2009). Thesis advisor: Professor Emeritus George Kennedy. Includes bibliographical references.

Thesis (M.A.)--University of Wisconsin--Madison, 1967. / eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Thesis (M.S.)--University of Wisconsin--Madison, 1963. / Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 134-138).

published_or_final_version / Language Studies / Master / Master of Arts

Answers were sought to two research questions concerning Mobil Oil Company's corporate advertising appearing in The New York Times between 1984 and 1990:1. What issues/events throughout the campaign received the most attention in Mobil's corporate advertisements? 2. How did yearly political/event changes affect Mobil's corporate advertisements?This study, which was based on a study by Anderson (1984), was completed in two steps. First, a coder read and summarized all 365 advertisements. These advertisements were categorized according to three dependent variables: energy policy, Mobil's economic/political commentary and image advertisements. The results of this process answered the first question.The second part of analysis involved using each year's breakdown of advertisements and comparing it to the political tone of the year. The Congressional Quarterly Almanac was used to recreate the tone for each year.Image advertisements accounted for slightly more than 53 percent of the 365 advertisements carried by Mobil in the time period. Mobil's economic/political commentary accounted for nearly 38 percent of the advertisements. Energy policy advertisements accounted for nearly nine percent of the advertisements.The findings, also, showed that as energy-related issues received attention in the media, Mobil increased its usage of these advertisements. After a review of the political tone of each year, it was concluded that Mobil uses its corporate advertising program to both respond to current events affecting the oil industry or large corporations and to create a favorable image with its consumers. / Department of Journalism

Thesis (M.S.)--South Dakota State University, 2007. / Adviser: Laurie Haleta. Includes bibliographical references.

Avusa Publishing (East Cape) (APEC) publishes several of the oldest and best known newspaper products in the Eastern Cape. The Eastern Province Herald is currently the oldest daily morning newspaper in South Africa and the average daily circulation of the paper is 25 000. Its main distribution is in the Nelson Mandela Bay Metropolitan area, as well as the area up to the Garden Route and as far East as Port Alfred. APEC also publishes the Weekend Post. According to the financial statements and circulation and advertisement figures of the company, the revenue generated by the company has not increased, but stayed stagnant. In addition to this, the daily circulation of the flagship publication, The Herald, has decreased from 29 000 in 2005 to 24 000 in 2008. As the company only generates revenue from two sources, namely advertising sales and the sale of newspapers, the above mentioned situation negatively affects the financial wellbeing of the company. The management dilemma that needed to be researched was how APEC's circulation and advertising income could be increased. The primary objective of this study was therefore to improve APEC's sales success by investigating the determinants of such sales success. More specifically, the study investigated the influence of determinants such as newsworthiness, value proposition, brand awareness, customer service, customer loyalty, credibility and new media on sales success, as measured by increased circulation and advertising revenue. Convenience sampling was used to select 287 employees working for the company. A mail survey was conducted among these 287 employees, but only 114 usable questionnaires were returned (a response rate of 40 percent). The empirical results revealed that brand awareness, customer loyalty and the use of new media technologies exerted a significantly positive influence on the sales success of APEC. The results further showed that newsworthiness, editorial credibility, value proposition and customer service exerted no significant influence on the APEC’s sales success. Despite the latter findings, the results revealed that there was a high level of trust and loyalty in the editorial content of APEC, as well as the perception of good value for money among both readers and advertisers. The managerial implications of these findings are discussed and areas of future research are recommended.

Lee Suet-Ching, Liu Man-Hoi Helen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1987. / Bibliography: leaf 130.

Thesis (M. Phil.)--University of Hong Kong, 2001. / Includes bibliographical references.

Call number: LD2668 .T4 1978 S73 / Master of Science