Master of Arts / Department of Communication Studies, Theatre, and Dance / William Schenck-Hamlin / According to the Centers for Disease Control and Prevention, overweight and obesity rates in the United States continue to increase. And yet, despite their resources to encourage healthy lifestyles, college campuses reflect the national trend. Colleges and universities often utilize health campaign strategies such as social norms marketing and peer health education to encourage campus-wide health initiatives. However, based on an application of effective health communication attributes, both strategies demonstrate limitations that must be addressed in future collegiate health campaign approaches. I analyzed the effectiveness of adopting an induced hypocrisy health campaign to encourage nutrition. The induced hypocrisy paradigm has resulted in successful behavioral change by having participants create a pro-attitudinal message. Then, participants are reminded of their past failure to engage in the behaviors they advocated. It was hypothesized that hypocritical subjects would purchase more nutrition bars than subjects in any of the other conditions. The results indicate that, although more hypocritical subjects purchased more nutrition bars than subjects in the other conditions, the findings were not found to be statistically significant. Interpretations of the study findings as well as implications for future nutrition campaign initiatives are discussed.

This thesis has attempted a reconstruction of Sennacherib’s campaign against Judah in 701. The purpose of this resconstruction has not been to reach a definitive picture of the events of 701 but rather to come to the best possible hypothesis based upon a wide study of the relevant texts. The best historical hypothesis concerning what happened in 701 must attempt to give equal weight to each piece of evidence in each relevant area, whether literary or archaeological. My justification for returning to this much-discussed area therefore is that previous scholarship has failed to meet this criterion for giving the best historical hypothesis. Over the course of my investigation I examined the relevant Assyrian inscriptions, not merely those relating to the third campaign, and the purported instances of biblical evidence, as well as engaging with archaeological and literary considerations. I showed that the most important theories offered up to this point each contradict or contend with an important piece of contrary evidence. Then, I suggested a view of my own which is, as far as possible, commensurate with all the evidence available.

As sport sponsorship has grown in importance and sophistication over the past three decades, so too have the efforts made by un-associated brands to capitalize on the financial benefits and media value provided by sport. By offering would-be sponsors an alternative means of associating with an event without the substantial expense of securing an official partnership, ambush marketing has become a major threat to the investments made by official sponsors, cluttering the marketing environment surrounding sponsorship and challenging sponsors for consumer attention and awareness. Unfortunately, our understanding of ambushing and its impact on the management of sponsorship programmes has been limited by the predominantly atheoretical, outdated perspective of ambush marketing espoused by commercial rights holders and event organizers. This study presents a conceptual examination of ambush marketing, providing a theoretical investigation of the nature, role, strategy and impact of ambush marketing and a renewed perspective of ambush marketing as a form of marketing communications. Contemporary ambush marketing represents a strategic alternative to official sponsorship, which offers a brand access to consumer attention and awareness by creating an affiliation, whether implicit or explicit, with an event or property. This previously unexplored complexity and diversity has informed the construction and development of a typology of ambush strategy which contemporizes past ambush marketing research and affords new insight into the role and evolution of ambush marketing, and its impact on sport sponsorship management. The development of a theoretical conceptualization of ambush marketing represents an integral step in the advancement of the academic study of ambushing, and affords the opportunity to better understand the impact of ambushing on sponsorship and to further explore the nature of ambush marketing.

Background: Tobacco use remains a major public health issue. Population-level efforts to curb tobacco use include media to promote smoking cessation. However, these campaigns (including tobacco package warning labels) commonly emphasize the addictiveness of nicotine and the difficulty of quitting with statements like ?nicotine is as addictive as heroin and cocaine?. Addiction oriented messages may have an iatrogenic effect on cessation by undermining behavioural precursors such as self-efficacy, cessation outcome expectations, behavioural control, and quit-aid efficacy. <br /><br /> Objectives: First, to determine the effects of addiction focused messages in comparison to efficacy enhanced messages and control messages on smokers? self-efficacy, cessation outcome expectations, behavioural control, and quit-aid efficacy. Second, to determine if the impact of addiction focused messages differ according to participant nicotine dependency level. <br /><br /> Methods: A sample of adult smokers (n>101) from Kitchener/Waterloo and Owen Sound were randomly assigned into one of three intervention conditions: addiction focused (M1), efficacy enhanced (M2), and control (M3). Outcome measures were collected at baseline, post intervention and 30-day follow-up and included: self-efficacy, outcome expectations, behavioural control, quit-aid efficacy, and outcome expectancies. The 30-day follow-up also included measures of smoking consumption, quit attempts and use of a quit-aid. <br /><br /> Results: Majority of the participants were males and between 18-25 years of age. Mean number of cigarettes smoked ranged from 12 to 15 across groups whereas the mean number of years smoked ranged from 12 to 17. General linear analyses revealed no significant effect of message type or nicotine dependence (as measured by the Fagerstrome Test for Nicotine Dependence) on the outcome variables of interest. However, when perceived addiction was substituted as the measure of nicotine dependence, the analysis revealed a main effect for nicotine dependence on self-efficacy post intervention and on cessation outcome expectations at follow-up. An interaction effect was found for outcome expectancy at post intervention. <br /><br /> Conclusion: The results of this study suggest that acute addiction oriented messages may not negatively impact smokers? self-efficacy, outcomes expectations, behavioural control, quit-aid efficacy, and outcome expectancies. However, this does mean that message orientation should be ignored when constructing smoking cessation messages. In fact, program designers are encouraged to employ messages that limit the use of addiction oriented statements such as ?nicotine is as addictive as heroin and cocaine?. Further research is required to examine the potential cumulative impact of addiction oriented messages on quitting behaviour and its precursors.

The decline in traditional methods of civic engagement is a cause for concern in many Western democracies. Similarly, studies of American party politics point to a transformation from locally-based volunteer organizations to national ones assisting candidate-centered, professionally-run campaigns, leaving little room for volunteer participants. This thesis analyses the recent resurgence of grassroots participation and organization in the United States. Using interpretive methods, I present a study of grassroots participants in Massachusetts Democratic Party primary campaigns in 2006. Primary documents, interviews with volunteers and paid members of field staff, and observations of canvassing work all detail the personal and organizational contexts of participation, illuminating the meanings individuals found in campaign work. Grassroots participation takes place in a loosely organized set of candidate-based campaigns, local party committees, and civic spheres. When participants first engage in this environment, they become socialized into a community with learned norms, practices, and ways of knowing. While those interviewed shared some of the motivations of party activists in previous studies, the motives and beliefs described by both professional organizers and volunteers were less policy focused than expected, and blurred the distinction between ideological and social categories. Indeed, while organizers and volunteers build distinct identities through their campaign participation, they share many more similarities than the literature on activism and professionalism in parties would suggest. Participants also serve a crucial role as translators between party elites and their fellow citizens, with important implications for linkage and the problem of decoupling. Rather than a return to traditional methods and structures of political engagement, the participants observed take part in and are building communities which have much in common with new forms of non-traditional participation. These findings contribute to the development of party organization theories and point towards the need for greater dialogue between scholars of party politics, organizational studies, and civic engagement.

Many mental health organizations have developed campaigns that concentrate on reducing the stigma towards mental health with the intentions of increasing access and utilization for people with mental illnesses that are not receiving appropriate mental health services. The mental health campaigns predominantly focus on establishing awareness and education related to the number of people with mental illnesses and diagnoses so that people will not be ashamed or embarrassed to have mental illnesses or access mental health treatments. However, societal prejudices have caused many people diagnosed with mental illnesses to lose jobs, homes, and families; therefore, in general, people are afraid of being diagnosed as mentally ill and seeking mental health treatments. Additionally, recent national attention and media reports of tragic and senseless events caused by people diagnosed with mental illnesses intensified the societal prejudices and stigma towards people with mental illnesses, which have depicted these people as extremely harmful to themselves and others . Consequently, societal demands magnified the need for public changes to prevent future tragedies, which contributed to President Barack Obama proposing regulations and policy agendas aimed at reducing stigma towards mental health and increasing access and utilization of mental health services. The mental health campaign initiatives and legislative proposals are supportive to the cause by reducing prejudices and barriers for people diagnosed with mental illnesses, and hopefully, preventing future tragic events. However, the research indicated that there is another barrier to mental health services impacting the lower levels of access and utilization. / McAnulty College and Graduate School of Liberal Arts; / Health Care Ethics / PhD; / Dissertation;

This thesis analyzes a communications mix of the largest bank in the Czech Republic - Ceska sporitelna, a.s. The thesis is divided into two parts. In the first part it deals with a marketing mix and later on it focuses on the communication mix. The thesis also describes the theory related to advertising, personal selling, public relations and so on. This work also discusses new marketing tools. The second part is focused on the Ceska sporitelna, a.s., where is presented a basis and a substance of a new advertising concept across the Erste Group. The description method describes the current bank's campaign and with more detail it presents the main activities of banking advisors - the personal selling. This paper also includes the sponsorship and PR activities and finally it present the outcomes of survey, which is related to a clients awareness about the new campaign.

Esta dissertação estuda a corrupção política e o Caixa 2 de campanhas eleitorais no Brasil, avaliando o seu impacto na qualidade da democracia, em especial na responsividade dos governos às preferências da maioria dos cidadãos. Com base em observações descritivas a partir de depoimentos, notícias de jornal e dados de pesquisa, busca-se investigar como os fenômenos estudados afetam o funcionamento do accountability vertical e distorcem a competição eleitoral. / This dissertation studies political corruption and slush funds in electoral campaigns in Brazil, assessing their impact in the quality of democracy, specially on the responsiveness of governments to the preferences of the majority of the citizens. Based on descriptive observations from public statements, newspaper articles and existing research data, an attempt is made to investigate how these phenomena affect the proper functioning of vertical accountability and distort electoral competition.

Online display advertising intends to find the best match between advertise- ment (ad) campaigns and online users, conditioned by user specific contexts such as geographic locations, and hobbies etc. During this matching process, user behavior plays a crucial role in determining whether and when the user, who has been served the ad, will result in a conversion event. Advertisers seek to understand how users behave if they are continuously served impressions from the same campaign, as well as any noticeable patterns between campaign categorization and user behavior. This thesis carries out data analytics to investigate correlation between user behavior and campaign conversion rates (CVR), including click-through conversion rates and view- through conversion rates. We investigate campaign categorization based on both IAB categories, and campaign dfficulty level defined by effective CPA (eCPA). We carry out large scale analytics over billions of impressions from over 1000 campaigns, observing consistent patterns and significant findings. / Includes bibliography. / Thesis (M.S.)--Florida Atlantic University, 2018. / FAU Electronic Theses and Dissertations Collection

Este trabalho analisa quatro campanhas de Saúde Pública realizadas em Alexandria, no Egito; Macaé, São Paulo e Petrópolis, no Brasil, do ponto de vista da penetrabilidade e rendimento dos métodos utilizados para a educação do público com respeito à vacinação. Tece também considerações sobre o histórico da comunicação, a situação atual das comunicações no Brasil e a metodologia da Educação em Saúde PÚblica. / This paper is intended to analyze four Public Health campaigns conducted in Alexandria, Egypt ; Macaé, São Paulo e Petrópolis, Brazil, from two stand-points: the percentage of people reached and the efficiency of the methods to promote public education with regards to immunization. It also relates to the history of communication, the present communication trend in Brazil and the methodology for Public Health Education.