This study examines the types of and frequency with which computer-mediated communications (CMC) services are used by international public relations (PR) specialists for advertising and information gathering and the judged effectiveness of these services. International PR specialists were surveyed to identify the types of and frequency with which CMC services were used for advertising and information gathering. Services focused on World Wide Web (V./WW) pages, electronic mail (e-mail), Internet search engines, and large commercial on-line services. This study also focused on: the use of the Internet for advertising, the judged effectiveness of using CMC for information gathering, the possible differences in the use of CMC between PR specialists from small large firms and a comparison of judged effectiveness based on firm size. A summary of CMC services was included to provide background information. The results indicated fairly high usage for information gathering and a lack of agreement regarding the effectiveness of CMC for advertising. No significant differences of type or frequency of usage were found when comparing small firms and large firms.
| Identifer | oai:union.ndltd.org:pacific.edu/oai:scholarlycommons.pacific.edu:uop_etds-3327 |
| Date | 01 January 1998 |
| Creators | Welsh, Heather B. |
| Publisher | Scholarly Commons |
| Source Sets | University of the Pacific |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | University of the Pacific Theses and Dissertations |
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