The research will investigate the East Coast Radio Corporate Advertising Campaign which ran from early 1996 through until the end of March 1998. The 'catch phrase' or title of the campaign was "Hot Days, Cool Waves". The research will also focus on the station's constructs of its' audience. The thesis will follow through the agency's pitch to the client the end of the campaign. The campaign incorporates print, billboards, cinema and electronic media. The corporate advertising campaign preceded a large increase in East Coast Radio listenership. East Coast Radio began life as Radio Port Natal, part of the South African Broadcasting Corporation. Under the management of the South African Broadcasting Corporation, Radio Port Natal developed a particular image and specific audience profiles The new private station needed to establish an identity autonomous from the South African Broadcasting Company, in terms of both inherited and new listeners. The thesis will investigate the extent to which East Coast Radio retained the original audience after the transfer of ownership and the modality through which it was able to construct an extended audience for the station. / Thesis (M.A.)-University of Natal, Durban, 2001.

Following the global 'capitalisation' of public institutions, academic institutions have embarked continuously on a drive towards 'marketisation' and commodification of their services. Tertiary institutions are utilising aggressive marketing strategies and media campaigns to attract students. This study examines the advertising campaign embarked on by the University of Natal in 1998/ 1999. This is a first stage of a two-tier marketing strategy, and it involves brand-building the University. This research assesses the University of Natal's advertising campaign both on radio and in print, it analyses the campaign from creative conceptualisation to media exposure, while giving a brief background to advertising and commodification trends among tertiary institutions in South Africa. Eric Michaels' (1990) proposal of a circular message transmission model called 'hermeneutic circle' (12-28) of a teleported text serves as the theoretical backdrop for the assessment of lhe conceptualisation process to the media exposure of the campaign. A semiotic analysis of the University of Natal's advertising campaign is also given and located within a particular context in the 'henneneutic circle'. Various focus group discussions were conducted : one comprising mainly white students from Pinetown Girls High School in Standard Nine; the second, mainly Indian students in their matric year at Queensburgh High School. The others comprised of black students from Ferndale Secondary School, Phoenix, but who reside in KwaMashu, and also black students from Amangwane High School in Bergeville, near Ladysmith. One on one interviews were also conducted with high school students. Most of these students were in Standard Nine with some completing their matric year. These discussions were conducted separately to avoid any kind of intimidation and domination of the discussions by students from the private schools who are more fluent in the command of the English language. The other group comprised of an alumnus, a parent, four students - two local and two international, and two staff members of the University. Their comments provide information in identifying the strengths and weaknesses of the campaign as well as the evaluation of the campaign concepts and contents in correlation with the cultural contexts of the target groups. The group discussions also provide insight into the reception and perception of the campaign. / Thesis (M.A.)-University of Natal, Durban, 2000.

Objective: To look at the Red Cross and the Red Crescent societies integrated campaigns between 2002 and 2006 with free distribution of insecticide treated nets (ITN)that have taken place and its contribution to the Millennium Development Goals(MDG) and the Abuja target.  Method: Review of surveys, evaluations and reports from the International Federation of Red Cross and Red Crescent integrated campaigns. Published articles up to 2007 have been accessed from electronic databases Medline, PubMed, the Cochrane Library and website`s from WHO, UNICEF, GFATM , and related articles available from international organisations web sites in addition to informal discussions and meetings with key stakeholders. Results: The integrated vaccination and free distribution of long lasting insecticidal nets (LLINs) achieved a rapid, high and equal LLIN coverage among all wealth quintiles. The MDG and Abuja target for ITN coverage at household level were reached within a week giving a unique opportunity for a significant reduction in malaria incidences, morbidity and mortality. The ITN possession remained higher than utilisation, but utilisation increased if a follow up visit, ensuring nets being hung and properly used, had taken place at household level post campaign. Conclusion: Large scale free distribution of LLINs  bridge the equity gap between poor and rich and increased the use rate among children under five and pregnant women. The low utilisation versus possession remains a challenge and thus a “minimum standard” of a two phased strategy is recommend to reach maximum impact and the MDG; Phase one preparing for pre campaign data, logistical planning and distribution while phase two should focus on a post campaign Keep Up program providing health education at household level to ensure proper net hanging and use. / <p>ISBN 978-91-85721-42-9</p>

This written thesis accompanies three television public service announcement spots. Two of the spots are 60 seconds and one of the spots is 45 seconds in length. I produced this public service television advertising campaign to highlight the issue of child illiteracy in Pakistan and to encourage expatriate and resident Pakistani's to donate to educational charities. A Website created by the filmmaker is promoted in the campaign. This Website provides information about various charities that educate children in Pakistan. Detailed accounts of pre-production, production and post-production of the campaign allow the viewer to comprehend the challenges in producing television campaigns for social causes. Theoretical issues are also discussed, including the causes of illiteracy, the importance and role of social campaigns, the history and uses of propaganda as well as the aesthetic concerns of a public service campaign producer. I discuss the importance of creating the culture of public service campaigns in a third world country like Pakistan, and states that the Pakistani community needs to look inwards to overcome the challenge of illiteracy.

<p>What role do state party organizations play in twenty-first century American politics? What is the nature of the relationship between the state and national party organizations in contemporary elections? These questions frame the three studies presented in this dissertation. More specifically, I examine the organizational development of the state party organizations and the strategic interactions and connections between the state and national party organizations in contemporary elections. </p><p>In the first empirical chapter, I argue that the Internet Age represents a significant transitional period for state party organizations. Using data collected from surveys of state party leaders, this chapter reevaluates and updates existing theories of party organizational strength and demonstrates the importance of new indicators of party technological capacity to our understanding of party organizational development in the early twenty-first century. In the second chapter, I ask whether the national parties utilize different strategies in deciding how to allocate resources to state parties through fund transfers and through the 50-state-strategy party-building programs that both the Democratic and Republican National Committees advertised during the 2010 elections. Analyzing data collected from my 2011 state party survey and party-fund-transfer data collected from the Federal Election Commission, I find that the national parties considered a combination of state and national electoral concerns in directing assistance to the state parties through their 50-state strategies, as opposed to the strict battleground-state strategy that explains party fund transfers. In my last chapter, I examine the relationships between platforms issued by Democratic and Republican state and national parties and the strategic considerations that explain why state platforms vary in their degree of similarity to the national platform. I analyze an extensive platform dataset, using cluster analysis and document similarity measures to compare platform content across the 1952 to 2014 period. The analysis shows that, as a group, Democratic and Republican state platforms exhibit greater intra-party homogeneity and inter-party heterogeneity starting in the early 1990s, and state-national platform similarity is higher in states that are key players in presidential elections, among other factors. Together, these three studies demonstrate the significance of the state party organizations and the state-national party partnership in contemporary politics.</p> / Dissertation

Increasingly, corporations receive pressure from activist organizations to alter activities that these individuals find problematic and irresponsible. Despite this escalation, research on activism from a public relations perspective progressed slowly; much of this literature privileges the perspective of corporations and rarely examines the process from the activist perspective. To address this gap, this dissertation examined how activist organizations use issues management and communication strategies to incite corporations to change their practices and policies while simultaneously building relationships with pertinent audiences. This study incorporated data collected from qualitative interviews with activist practitioners representing a variety of activist organizations, along with organizational texts and news articles. These data provided an understanding of how activist organizations campaign against corporations using a variety of strategies and tactics in an effort to pressure corporations into changing their behavior. Because this dissertation focused on how activist organizations generate and promote issues to gain the attention of their targets, issues management served as the theoretical framework. Guided by this theory and existing issues management models, this dissertation demonstrates how activist groups identify and establish legitimacy for their issue(s). As issues management is traditionally studied from a corporate perspective, the findings show that the process differs slightly for activist organizations and introduces the Issue Advancement Model to demonstrate how activists employ issues management. Additionally, this dissertation explored how activist groups develop relationships with their targets, supporters, communities, and other relevant publics, noting the nuances involved in each of these dynamics. Specifically, this dissertation supports claims that the dialogue approach is more appropriate for understanding and analyzing the corporation-activist relationship than other public relations models, but also notes that some activist organizations may not seek resolution. In addition to these theoretical findings, this dissertation also offers practical implications, introducing the Corporate Campaign Model, which depicts how activist organizations challenge firms while also offering suggestions for corporations targeted by these groups.

The purpose of this study was to examine whether or not Public Service Announcements (PSAs) were an effective tool at modifying young adults’ perception of the r-word (the word “retard” or “retarded”). The PSAs included in this study were part of the Special Olympics’ “Spread the Word to End the Word” campaign. This study examined the efficacy of these PSAs by comparing three groups’ perception of the r-word: experimental group 1 who watched a PSA titled “It’s Not Acceptable” (PSA 1 group), experimental group 2 who watched a PSA titled “We Need a New R-word” (PSA 2 group), and a third control group who watched no PSA. The purpose of the control group was to gain a baseline of how today’s young adults perceived the r-word with no influence from PSAs. Six hundred and seventy-five participants were randomly assigned to one of the three groups. The two experimental groups watched their respective PSAs and completed the survey materials comprised of a consent form, their affective and cognitive responses to the PSA, their ratings of the r-word and their demographic information. The control group watched no PSA but completed the survey materials comprised of a consent form, their ratings of the r-word and their demographic information. This study then examined what the differences were between the three groups’ perception of the r-word. It was hypothesized that PSA 1 group would have a more negative perception of the r-word than PSA 2 group and the control group, due to PSA 1’s framing the r-word as similar to other minority slurs, and using affect to facilitate message acceptance. The PSA 1 group participants thought more about the argument within their PSA, and rated higher affective responses to their PSA, when compared to the PSA 2 group; however, PSA 1 group did not have a more negative perception of the r-word than the other two groups. Results found that the PSA 2 group perceived the r-word as significantly less respectful than the participants in the control group. These findings are discussed in terms of message design for future PSAs regarding the r-word

This thesis is a study of the campaign tactics of the Arkansas gubernatorial elections as revealed by the 1948, 1950 and 1952 campaigns.

This thesis is concerned with the health-related effects of perspective-taking in response to a narrative health campaign. To begin, the thesis outlines the health promotion strategies currently in use (i.e., statistical vs. narrative), presents research discussing their relative effectiveness, and considers the potential for perspective-taking to influence the impact of narrative health campaigns (Chapter 1). The thesis then defines two types of perspective-taking, cognitive and emotional, and explores the processes underlying these (Chapter 2). Each type of perspective-taking is then considered in the context of the health promotion literature (Chapter 3). It was proposed that, whereas cognitive perspective-taking should have a relatively straightforward and positive effect on the impact of narrative health campaigns, the effects of emotional perspective-taking should be more variable. Seven studies were conducted to test this basic premise and identify mediators and moderators of the observed effects. In Chapter 4, two studies are presented that aim to establish the effects of perspective-taking on health-related outcomes (Studies 1 & 2). A broadly consistent pattern was observed across these studies: encouraging cognitive perspective-taking led to more positive health-related outcomes than did encouraging emotional perspective-taking. Having established the basic effect, two studies are presented in Chapter 5 that explore a potential mediator: perspective-takers’ self-efficacy concerning a health promoting behaviour (chlamydia testing: Studies 3 & 4). These studies found a consistent indirect effect of perspective-taking on intentions to get tested for chlamydia through self-efficacy: encouraging cognitive perspective-taking increased participants’ perceived self-efficacy relative to encouraging emotional perspective-taking, which in turn positively predicted intentions to get tested in the future. The three studies presented in Chapter 6 explore potential moderators of the effects of perspective-taking (Studies 5-7). Specifically, these studies test whether the relative effects of perspective-taking are moderated by features of the relationship between the perspective-taker and a target presented in a narrative health campaign. The broad pattern observed across these studies suggests that the perception of a shared categorisation (or social identity) between the perspective-taker and target moderates the effect of perspective-taking on health-related outcomes. Specifically, the final study, Study 7, demonstrated that encouraging cognitive perspective-taking in response to a narrative health campaign leads to more positive health-related effects than encouraging emotional perspective-taking when perspective-takers’ personal (unshared) identity is made salient; however, these effects are attenuated (and potentially even reversed) when a social (or shared) identity is made salient. Considered as a whole, the research presented in this thesis represents the first empirical examination of the relative health-related effects of different types of perspective-taking in response to a narrative health campaign. The research demonstrates that perspective-taking is an important factor in determining whether or not narrative health promotion campaigns are likely to be effective. However, it also makes clear that the processes through, and conditions under, which cognitive and emotional perspective-taking can help to ensure the effectiveness of narrative health campaigns are not yet fully understood. Nevertheless, the studies presented herein successfully identify several such conditions and mechanisms ready for further study. Theoretical and practical implications, alongside limitations and more specific suggestions for further research are discussed.

Twitter, a microblogging platform, has been increasingly used as a tool for political election campaigns. In an attempt to persuade people to vote for them, candidates and political parties worldwide have begun to incorporate Twitter in their campaigns to disseminate campaign information, promote themselves, and mobilize voters. In the 2016 U.S presidential election, Donald Trump had actively utilized Twitter to promote his campaign and convince voters to support him, which helped him earn a strong presence and huge popularity on Twitter. Eventually Trump even successfully got elected as the 45th US president. Although the rise of Twitter in political campaigns has been studied by researches from different disciplines, there have been very few studies focusing on Donald Trump or his communication performance on social media in the 2016 US presidential campaign. Besides, it is found that there is a lack of studying candidates’ social media use from the perspective of persuasive communication. In order to reveal how Donald Trump was making use of Twitter to influence audiences’ attitudes, this paper will present a content analysis of Donald Trump’s Twitter use from the perspective of persuasive communication. Specifically, the study will investigate the characteristics of messages demonstrated from Donald Trump’s tweets, and examine whether his messages placed an emphasis on certain aspects. The aim of this study is to offer insights into Donald Trump’s Twitter use, particularly about his persuasive communication on Twitter during the political election campaign.