This study became to first to scientifically explore the relationship between city typology and the use of advertising message strategy and interactivity within municipal web sites. The study used Taylors six-segment strategy wheel to analyze message strategies and previous scales of interactivity to analyze structural interactivity. Medium-size cities and cities within the South and West geographic regions more likely used sensory strategies within their web sites. Cities with racially diverse populations more likely used sensory strategies within their web sites as well. Large cities and central cities, both with large populations, used the most interactive strategies within their sites compared to their respective classifications. Cities within the mountain geographic division used the most interactive features among geographic locations and more racially diverse cities used more interactive features than predominantly Caucasian or minority populations. Thus, both message strategy and interactivity proved to share relationships with city typology.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-10112006-113524 |
| Date | 11 October 2006 |
| Creators | Starr, Jeremy John |
| Contributors | Andrea Miller, Anne Osborne, Lance Porter |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-10112006-113524/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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