No description available.

none

Counter binge drinking advertisements most commonly feature fear appeals, but this research moves away from this tradition and investigates the potential use of key relationships and binge drinking contexts in young university students’ lives in counter binge drinking advertisements. This involved creating advertisements featuring one of three key relationships (either a best friend, mother or bartender) and one of two drinking contexts (either a 21st birthday or a Friday night out) and examining how these advertisements affected young university students’ likelihood to binge drink, attitude towards the act of binge drinking, and attitude towards alcoholic products. A between subject factorial design was implemented, and data was collected through the distribution of a survey to 301 participants. Statistical analysis of the data showed that the context shown significantly influences young university students’ likelihood of binge drinking and their attitude towards the act of binge drinking, while the relationship shown had a significant effect on their emotional and rational attitudes towards the advertisement. The type of relationship a young university student has with their best friend and mother also affected many of the results, while the gender of the spokesperson caused female university students to develop more negative attitudes towards the act of binge drinking than their male counterparts. Conclusions are drawn based on these results, and the implications for social marketers and the development of counter binge drinking advertisements is finally discussed.

Abstract Background The decrease in children’s outdoor activity and its associated health impacts form the basis for health promotion initiatives to encourage children's outdoor activity. As gatekeepers to their children’s participation in registered programs, parents must be convinced that the benefits of enrollment in such programs outweigh the costs. A guiding framework is thus needed to help recreation providers identify critical program components and effective messages to attract parents. Purpose The main purpose of this study was to gain insight into parental perceptions of barriers and facilitators to enrolling their children in an outdoor activity program in order to inform the development of an action planning framework for recreation providers. A secondary purpose was to apply the framework to an existing summer activity program implemented by the City of Kingston department of recreation. Methods This qualitative study was guided by Social Marketing principles (i.e., the “4 P’s”: Product, Price, Promotion, Place). Key informants, 18 parents of children 4 to12 years old from 16 different neighbourhoods located in a mid-size Canadian city, participated in 4 focus groups and 7 interviews. Sessions were audio recorded and transcribed verbatim. Data analysis involved both deductive and inductive content analysis. Results Parental intentions to enrol their children in an outdoor activity program were shown to be influenced by barriers and facilitators, related to Product and Price, contained within the following themes, ranked from most to least influential: program safety, program social environment, program structure, child preferences, cost and convenience, skills development, variety of activities, community, the local level, and, staff engagement. The influence of these themes on parental intentions seems to be moderated by the theme of Information transfer, related to Promotion. Place was not found to influence intentions. For each theme, a continuum emerged, encompassing both positive and negative influences (e.g. high program safety to lack of program safety) upon parents’ intentions to enrol their children in an outdoor activity program. Conclusions The Social Marketing Framework is useful to inform the development of an action planning framework for recreation providers seeking to enhance enrollment in their outdoor activity programs. / Thesis (Master, Kinesiology & Health Studies) -- Queen's University, 2014-05-30 10:22:07.963

Thesis (M.A.)--University of Akron, School of Communication, 2007. / "December, 2007." Title from electronic thesis title page (viewed 02/22/2008) Advisor, Young Lin; Committee members, Carolyn Anderson, Heather Walter; Interim School Director, Carolyn Anderson; Dean of the College, James Lynn; Dean of the Graduate School, George R. Newkome. Includes bibliographical references.

Thesis (Ph.D.)--York University, 2008. Graduate Programme in Communication and Culture. / Typescript. Includes bibliographical references (leaves 400-427). Also available on the Internet. MODE OF ACCESS via web browser by entering the following URL: http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&res_dat=xri:pqdiss&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&rft_dat=xri:pqdiss:NR39042

Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.

This research aimed to critically appraise the nature and application of social marketing to promote water efficiency within tourism accommodation. Social marketing is the use of standard marketing techniques to change behaviour for a social goal. Efforts to promote water efficiency in this context are needed as it has been acknowledged that the tourism industry generally increases per capita water consumption per individual. To alleviate this issue, research engaged a diversity of stakeholders, unique to similar past efforts, through four stages of research. Stages One and Two engaged managers of tourism accommodation in focus groups and interviews. Managers reported a high interest in changing guest behaviour but emphasized the guest experience was paramount. They identified that most initiatives aiming to promote water efficiency in the existing literature were not viable within their operations and instead they offered new ideas for engaging both guests and fellow managers. In Stage Three, an online questionnaire was conducted with 408 individuals. Results showed significant changes in most water behaviours, though not all, between home and away, indicating promoting efficiency is needed in both sites of practice. Through cluster analysis, three types of water users within the tourism accommodation were identified. Each segment displayed distinct water use patterns and willingness to participate in initiatives. The final stage engaged a panel of experts in a Delphi consultation aiming to discover consensus on evaluating and prioritizing possible initiatives emerging from previous stages. This is the first application of a Delphi consultation, for this purpose, within the field of social marketing. In addition to recommending the pursuit of certain initiatives to practitioners, the research also yielded several theoretical contributions. Primarily, there is a strong need to standardize the process and unit of analysis for measuring water consumption within tourism accommodation. Secondly, the size, type and clientele base of the business are important factors in considering water efficiency initiatives and therefore social marketing campaigns would be best designed specific to the individual needs of a particular business and not generalized across the industry. Additionally, campaigns to promote water efficiency in tourism accommodation should apply the established theories of modelling, norms creation and social capital. In general, less attention on individual actions and instead larger upstream issues affecting targeted behaviours would enable greater water savings. Finally, the Delphi consultation is recommended as an effective tool for prioritizing and evaluating social marketing initiatives.

xi, 47 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number. / Are consumers more likely to favor brands offered by companies that engage in cause-related marketing (CRM)? This study investigated the effect ofCRM messages on consumers' attitudes toward the sponsoring companies, brand preferences, purchase intentions, and recommendations to others based on personal involvement with the products. Participants were invited to take an online survey to evaluate four print advertisements. Zaichkowsky's Personal Involvement Inventory was applied to measure consumers' involvement with the products. The results suggest that when involvement is high, consumers develop more favorable responses toward the companies with CRM messages than those companies without CRM messages. When involvement is low, however, consumers' responses toward the sponsoring companies vary. In short, the positive effect ofthe perceived CRM advantages is found contingent upon consumers' involvement with the product. Theoretical and practical implications are discussed. / Adviser: Kim Sheehan

As with the traditional form of print advertising, advertisements were, and still are designed in a particular way to attract the viewer’s attention and direct the attention towards a specific area within the framework of the advertisement. However, besides print advertising, today’s markets require further interaction with consumers and the public at large. This has given rise to the use of experiential brand marketing whereby consumers interact with the brand in out-of-context situations. The advancement of technology has enabled user experiences to go beyond the traditional forms of branding such as television, print, radio and even on-line advertising, websites and so forth and users are able to upload experiential brand experiences instantly on social networking sites. This, in turn, has indicated that marketers need to take full advantage of social networking, PR and audience interaction with brands. Theo Van Leeuwen & Gunther Kress (2005:7) investigated the context of ‘framing’ in visual communication where elements either have some kind of ‘connectedness’ or ‘disconnectedness’. This study focuses on the context of Van Leeuwen’s (2005:7) ‘framing’ of traditional print magazine designs to the environments or brandscapes in which experiential brand activations are taking place. According to Lenderman (2006:52), experiential marketing requires person-to-person networking with consumers who use sophisticated networking tools for respectful conversations between the consumer and the brand. Not only is this a cost effective solution to making a relatively unknown brand reach the masses, but it also allows an opportunity of immediate audience participation and instant recording of data that can spread across a global network. The theoretical base of social semiotics, underpinned by Van Leeuwen’s theory of ‘framing’, forms the theoretical basis of this study, with case studies of various experiential brand activations being analysed. An analysis of the environment in which the brand experience takes place, along with consumer reactions and their reactions to the overall brand experience in terms of experiential branding is studied. The aim of this research is to identify how the interplay of social semiotics could be used to interpret the current trend of user brand experiences in terms of experiential, interactive marketing.