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Title: THE STATUS OF ADVERTISING EDUCATION IN THE NEW MILLENNIUM.
Creator: McCain, Joan, Davis, Robert, University of Central Florida
Abstract / Description: Advertising education is 100 years old in 2005. What was necessary to earn a degree in advertising, and how American universities prepared students for it, had a research champion in Billy I. Ross, who did extensive study on curriculum and degree requirements beginning in the 1960s. His last study was in 1991. The World Wide Web, Internet, digital communications and emerging consumer communication choices and preferences have educators discussing changes in advertising curriculum in the new...
Show moreAdvertising education is 100 years old in 2005. What was necessary to earn a degree in advertising, and how American universities prepared students for it, had a research champion in Billy I. Ross, who did extensive study on curriculum and degree requirements beginning in the 1960s. His last study was in 1991. The World Wide Web, Internet, digital communications and emerging consumer communication choices and preferences have educators discussing changes in advertising curriculum in the new millennium. Some challenges remain constant, while others present a new frontier. An advertising education summit in 2001, sponsored by the American Advertising Federation and the Advertising Department of the University of Texas at Austin, produced a White Paper with thoughtful recommendations that meant to shape advertising study in the future. This research project and paper is designed to update Ross' work, providing a descriptive study in advertising curricula for 2005, and to provide benchmarks for the curricula-based recommendations provided by the 2001 Advertising Education Summit.
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Date Issued: 2005
Identifier: CFE0000518, ucf:46452
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0000518

Title: EVALUATION OF ADVERTISEMENTS: THE ROLE OF MALES' SELF-IMAGE AND ITS EFFECT ON ATTITUDE TOWARD ADVERTISEMENTS.
Creator: Carrel, Ashley, Massiah, Carolyn, University of Central Florida
Abstract / Description: As consumers, we are bombarded daily with companies advertising their products and services. A growing concern is the unethical use of partially-clothed or nude models and their effects on consumers who often are not even actively searching for information about these products or services. No matter the ethical implications many companies choose this method of promoting their products to the general population. Much research has been done to study the effects that these risque images have on...
Show moreAs consumers, we are bombarded daily with companies advertising their products and services. A growing concern is the unethical use of partially-clothed or nude models and their effects on consumers who often are not even actively searching for information about these products or services. No matter the ethical implications many companies choose this method of promoting their products to the general population. Much research has been done to study the effects that these risque images have on consumers' self-image and feelings, most commonly though, on females. This research focuses on males as consumers and their attitudes towards advertisements and how it compares to the female consumer. Only when we understand the attitudes toward advertisements can we effectively inform our customer of products and services. The purpose of this thesis is to explore males and how their self-image and exposure to images in advertising can affect their attitude towards the advertisement. Through the analysis of consumer surveys completed by both males and females, this thesis evaluates how males feel towards authentic advertisements and compare that to their female counterpart. Evidence shows that a consumer's attitude towards an advertisement has an impact on their attitude towards the brand. By discovering how males' attitudes towards advertisements are formed and comparing that to females' attitudes towards advertisements, this thesis aims to make an impact in the marketing discipline to improve advertiser's knowledge and ability to create advertisements that serve a purpose and are considered appealing by consumers- leading them to purchase.
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Date Issued: 2011
Identifier: CFH0003791, ucf:44730
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFH0003791

Title: INTERNET ADVERTISING: ARE WE BREAKING GROUND OR MOVING DIRT?.
Creator: Marshall, Jaime, Collins, Steven, University of Central Florida
Abstract / Description: Seeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a...
Show moreSeeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a replica of a popular music website, participants were exposed to the test banners on the site's homepage. Due to the limited number of click-throughs, the relationship between the independent variables and click-through could not be established. However, as hypothesized for the low involvement condition, source liking predicted participants' attitude toward the banner advertisements. In the high involvement condition, neither source liking nor argument strength was associated with attitude. Because the test product category--sport drinks--skewed low involvement, a follow-up study should select a high involvement product category to explore such condition more effectively.
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Date Issued: 2005
Identifier: CFE0000406, ucf:46348
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0000406

Title: AN EXAMINATION OF THIRD-PERSON EFFECT IN THE CONTEXT OF CONTOVERSIAL PRODUCT ADVERTISING.
Creator: Jensen, Keith, Collins, Steve, University of Central Florida
Abstract / Description: This research seeks to determine if there is a third-person effect in the realm of controversial product advertising. A questionnaire was designed based on previous research and distributed to a convenience sample of college students at the University of Central Florida. Participants were asked to rate their perceived levels of personal offense to product categories as well as the expected levels of other groups of people. The results show that there is indeed a significant third-person...
Show moreThis research seeks to determine if there is a third-person effect in the realm of controversial product advertising. A questionnaire was designed based on previous research and distributed to a convenience sample of college students at the University of Central Florida. Participants were asked to rate their perceived levels of personal offense to product categories as well as the expected levels of other groups of people. The results show that there is indeed a significant third-person effect recognized for all product categories except for racial extremist groups. A first-person effect was shown to be present for the category of racial extremist groups. This research also suggests that a concealed third-person effect may have been present in previous studies of this nature that obtained high levels of offense attributed to the self. Discussions of the findings, implications for marketers and advertisers, limitations to the study, as well as suggestions for future research are also posited.
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Date Issued: 2005
Identifier: CFE0000494, ucf:46370
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0000494

Title: Advertising's Effect on Young Children: An Exploratory Study of General Influences, External Conflicts, and Inner Frustrations.
Creator: Neuman, Terry A., Meeske, Milan D., Social Sciences
Abstract / Description: Florida Technological University College of Social Sciences Thesis
Date Issued: 1974
Identifier: CFR0011953, ucf:53136
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFR0011953

Title: SURVIVING REALITY: SURVIVOR & PARASOCIAL INTERACTION.
Creator: Davila-Rosado, Pedro, Collins, Steven, University of Central Florida
Abstract / Description: Parasocial interaction is the name that Horton & Wohl coined to describe a viewer's attachmentent toward onscreen persona that they had never physically interacted with (1956). A. Rubin, Perse, & Powell (1985) continued the research and created the Parasocial Interaction Scale. The scale has become the standard in gauging parasocial interaction in various forms of media from soap operas to newscasts. The purpose of this study was top examine parasocial interaction and see if the concept could...
Show moreParasocial interaction is the name that Horton & Wohl coined to describe a viewer's attachmentent toward onscreen persona that they had never physically interacted with (1956). A. Rubin, Perse, & Powell (1985) continued the research and created the Parasocial Interaction Scale. The scale has become the standard in gauging parasocial interaction in various forms of media from soap operas to newscasts. The purpose of this study was top examine parasocial interaction and see if the concept could be applied to the current television trend of reality television. Simultaneously, the study also examined parasocial interaction and its possible connections to loneliness, interpersonal functional alternatives, television viewing motives, exposure, gender, age, and spokesperson selection. The data for this study was collected on the Internet website www.Survivorthesis.com. More than 450 respondents attempted the survey, but only 444 were viable due to incomplete data, repetition, and lack of proof of age. The results of the study found that there was a link between parasocial interaction and loneliness, exposure, spokesperson selection, and television viewing motives. There was no correlation found between parasocial interaction and interpersonal functional alternatives, age, gender.
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Date Issued: 2006
Identifier: CFE0001090, ucf:46779
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0001090

Title: MARKETING PRACTICES OF SOCIALLY RESPONSIBLE AND SUSTAINABLE BUSINESSES.
Creator: Bivins, Brooke A, Mayfield-Garcia, Stefanie, University of Central Florida
Abstract / Description: The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability...
Show moreThe topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation? Younger generations are increasingly willing to switch to and, in some cases, pay more for products and brands that contribute positively to society and the environment. An increasing number of businesses are leveraging this trend and working to create a positive image that resonates, particularly with Millennials and Gen Z, as one that integrates social and environmental concerns into business operations. The methodology of this research consists of analysis of secondary research and in-depth interviews. The culmination of this research is a set of guidelines that will assist marketers in reconsidering their businesses' public image in a way that consumers perceive as clear, compelling, and authentic. As consumers' priorities continue to shift, businesses are being pushed to reconsider what values and causes, if any, they represent. This research translates into an adaptable set of steps for businesses to capitalize on this growing trend.
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Date Issued: 2018
Identifier: CFH2000397, ucf:45768
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFH2000397

Title: DO THE RIGHT THING: THE ROLE OF PUBLIC SERVICE ADVERTISEMENTS ON THE BEHAVIORS OF CONTEMPORARY COLLEGE STUDENTS.
Creator: Jones, Jessica, Massiah, Carolyn, University of Central Florida
Abstract / Description: The purpose of this research is to investigate the relationship between public service advertising and the likelihood of Generation Y to react in the prescribed manner. Public service advertising can be paid or unpaid but is used to try and influence a particular audience to act in a prescribed manner. This research will be comparing two different types of message styles, argumentative and emotional, and two contemporary prominent issues, organ donation and prescription drug abuse. The two...
Show moreThe purpose of this research is to investigate the relationship between public service advertising and the likelihood of Generation Y to react in the prescribed manner. Public service advertising can be paid or unpaid but is used to try and influence a particular audience to act in a prescribed manner. This research will be comparing two different types of message styles, argumentative and emotional, and two contemporary prominent issues, organ donation and prescription drug abuse. The two issues are classified as either altruistic, where there is no direct benefit, or self-help, where the results are personal. Four different messages will be used: altruistic argumentative, altruistic emotional, self-help argumentative, and self-help emotional. Also, previous knowledge levels will be taken into account. All combined, the end results will measure the likelihood of an individual to perform the act, donate to the cause monetarily, or tell another person.
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Date Issued: 2012
Identifier: CFH0004268, ucf:44942
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFH0004268

Title: Performing on the Screen: An Exploration of Gender Representation in Technology Video Advertisements.
Creator: Persaud, Subriena, Grauerholz, Elizabeth, Carter, Shannon, Huff-Corzine, Lin, University of Central Florida
Abstract / Description: This study investigates the representation of gender in technology-related video advertisements. This thesis quantitatively and qualitatively examined 54 of the most recent commercials by the top nine Fortune 500 technology companies. A total of 407 characters were coded and quantitatively analyzed while the videos themselves were qualitatively assessed with particular attention given to the videos' themes and the interactions between the characters and the technology products and services....
Show moreThis study investigates the representation of gender in technology-related video advertisements. This thesis quantitatively and qualitatively examined 54 of the most recent commercials by the top nine Fortune 500 technology companies. A total of 407 characters were coded and quantitatively analyzed while the videos themselves were qualitatively assessed with particular attention given to the videos' themes and the interactions between the characters and the technology products and services. Results of the analyses showed that there were more male, Caucasian characters than any other character type based on gender and race/ethnicity. Females were mainly characterized according to traditional stereotypes, such as being linked to the home and expressing emotions. On the other hand, males were most often presented outdoors and conveyed confidence. Overall, the advertisements targeted upper class, Caucasian males while technology itself was associated with power, speed, and progress. These findings have important implications for understanding the persistence of gender inequality in the field of technology and in existing cultural beliefs surrounding gender and technology.
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Date Issued: 2014
Identifier: CFE0005228, ucf:50580
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0005228

Title: I'M EVERY WOMAN: COLLEGE WOMEN'S PERCEPTIONS OF "REAL WOMEN" IN PRINT ADVERTISEMENTS.
Creator: Gualtieri, Marie, Carter, Dr. Shannon, University of Central Florida
Abstract / Description: In the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising...
Show moreIn the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising campaign whose goal is to reverse the stereotypical body ideal for women and broaden the definition of beauty. Some sociologists have criticized Dove for sending conflicting messages. This study is the first that focuses on women's perceptions about this potential conflict. Through the use of both quantitative and qualitative methods, this study examined if, how, and when women changed their initial perceptions toward the Dove Campaign for Real Beauty based on two separate scenarios brought to their attention. This is important because the findings suggest how consumers can change their perceptions regarding a company, in this case one that is a part of a multi-million dollar parent company, based on how a company advertises its products.
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Date Issued: 2012
Identifier: CFH0004144, ucf:44822
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFH0004144

Title: CLAIMS OF MISTAKEN IDENTITY:AN EXAMINATION OF U.S. TELEVISION FOOD COMMERCIALS AND THE ADULT OBESITY ISSUE.
Creator: Delgado, Cristina, DeLorme, Denise, University of Central Florida
Abstract / Description: Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food...
Show moreObesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during prime-time in the first quarter of 2009. The majority of claims match current regulations when compared to Federal references. The results show that Nutrient and Wellness claims were the most frequently cited. The type of benefit, Healthy Eating, emerged almost 3 times more than any other benefit type. This is also similar to those results which suggest advertisers' intentions were to promote overall wellness in their content delivery. As such, the Wellness Approach was identified and conceptualized, leading towards full development of a Wellness Effect theory. Implications and future research opportunities are discussed on both a theoretical and practical level.
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Date Issued: 2009
Identifier: CFE0002565, ucf:48260
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0002565

Title: MARKETING PARTNERSHIPS: IMPACT OF MONITORING SCHEMES AND COOPERATIVE ADVERTISING AGREEMENTS.
Creator: Chennamaneni, Pavan, Desiraju, Ramarao, University of Central Florida
Abstract / Description: Marketing partnerships may involve either horizontal relationships (e.g., a co-marketing alliance between firms selling different products) or vertical relationships (e.g., between an upstream manufacturer and its downstream retailers). Either type of partnership often includes multiple members and the marketing efforts (e.g., level of advertising) of any member typically affect the profitability of the other members. When selecting their effort levels, however, the individual members of the...
Show moreMarketing partnerships may involve either horizontal relationships (e.g., a co-marketing alliance between firms selling different products) or vertical relationships (e.g., between an upstream manufacturer and its downstream retailers). Either type of partnership often includes multiple members and the marketing efforts (e.g., level of advertising) of any member typically affect the profitability of the other members. When selecting their effort levels, however, the individual members of the partnership do not account for such externalities. Consequently, the overall effort on behalf of the partnership is not optimal. This dissertation investigates the value of contractual mechanisms such as monitoring schemes (for horizontal partnerships) and cooperative advertising programs (for vertical partnerships) that may provide better incentives to the partners to invest into the relationship. The first part of this dissertation focuses on horizontal marketing partnerships and examines the relative effectiveness of outcome- and action-based contracts in providing the alliance partners with the incentives to invest appropriately. A mathematical model is developed in which a focal firm (e.g., Sony) contracts with two partners (e.g., McDonald's and Old Navy), when each of these partners is privately informed about the impact of the alliance on its demand. The analysis evaluates the strengths and weaknesses of outcome- (or output-) and action- (or input-) based contracts in several settings including those with no demand externality, a positive externality and a negative externality. The analysis shows that when there is (a) no externality, (b) negative externality, or (c) a relatively weak positive externality, there is a strict preference for output-based contracts; that preference, however, is reversed with a sufficiently strong positive externality. The rationale for these findings, along with the implications and directions for further work are discussed. The second part of this dissertation focuses on a vertical marketing relationship where multiple retailers sell the products from a common manufacturer. Here, each retailer's level of advertising affects the demand for the other retailers. This positive externality, however, allows any retailer to free-ride on the other retailers' efforts and leads to an overall reduction in the level of advertising by all the retailers. In this context, a manufacturer can use a cooperative advertising contract to reimburse part of the advertising expenses of its retailers in order to induce them to raise their levels of advertising. Observed terms in a cooperative advertising contract include either a participation rate, a participation rate and a variable accrual rate, or a participation rate and a fixed accrual rate. This dissertation analyzes the relative effectiveness of the above three types of cooperative advertising contracts in minimizing or eliminating the free-riding problem. More specifically, a mathematical model is developed to analyze the relative impact of these contractual terms when the downstream retailers face either symmetric or asymmetric demand and cost structures. The analysis shows that with symmetric retailers, the three types of contracts are equally effective. With asymmetric retailers, though, including some form of accrual stipulations typically adds value to a contract that specifies only a participation rate. Further, using a variable accrual stipulation may be preferred to the fixed accrual stipulation under certain conditions and vice versa. The two types of accrual stipulations affect retail prices and efforts in distinct ways and these differences may tip the scale in favor of one contract versus the other under the appropriate circumstances. These conditions and the intuition behind the results are discussed. Overall, this dissertation contributes to the literature on horizontal and vertical marketing relationships and enhances our understanding of distinct contractual mechanisms that can help align the actions of various members involved in such partnerships.
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Date Issued: 2009
Identifier: CFE0002770, ucf:48122
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0002770

Title: Identifying Influential Agents in Social Systems.
Creator: Maghami, Mahsa, Sukthankar, Gita, Turgut, Damla, Wu, Annie, Boloni, Ladislau, Garibay, Ivan, University of Central Florida
Abstract / Description: This dissertation addresses the problem of influence maximization in social networks. Influence maximization is applicable to many types of real-world problems, including modeling contagion, technology adoption, and viral marketing. Here we examine an advertisement domain in which the overarching goal is to find the influential nodes in a social network, based on the network structure and the interactions, as targets of advertisement. The assumption is that advertisement budget limits prevent...
Show moreThis dissertation addresses the problem of influence maximization in social networks. Influence maximization is applicable to many types of real-world problems, including modeling contagion, technology adoption, and viral marketing. Here we examine an advertisement domain in which the overarching goal is to find the influential nodes in a social network, based on the network structure and the interactions, as targets of advertisement. The assumption is that advertisement budget limits prevent us from sending the advertisement to everybody in the network. Therefore, a wise selection of the people can be beneficial in increasing the product adoption. To model these social systems, agent-based modeling, a powerful tool for the study of phenomena that are difficult to observe within the confines of the laboratory, is used.To analyze marketing scenarios, this dissertation proposes a new method for propagating information through a social system and demonstrates how it can be used to develop a product advertisement strategy in a simulated market. We consider the desire of agents toward purchasing an item as a random variable and solve the influence maximization problem in steady state using an optimization method to assign the advertisement of available products to appropriate messenger agents. Our market simulation 1) accounts for the effects of group membership on agent attitudes 2) has a network structure that is similar to realistic human systems 3) models inter-product preference correlations that can be learned from market data. The results on synthetic data show that this method is significantly better than network analysis methods based on centrality measures.The optimized influence maximization (OIM) described above, has some limitations. For instance, it relies on a global estimation of the interaction among agents in the network, rendering it incapable of handling large networks. Although OIM is capable of finding the influential nodes in the social network in an optimized way and targeting them for advertising, in large networks, performing the matrix operations required to find the optimized solution is intractable.To overcome this limitation, we then propose a hierarchical influence maximization (HIM) algorithm for scaling influence maximization to larger networks. In the hierarchical method the network is partitioned into multiple smaller networks that can be solved exactly with optimization techniques, assuming a generalized IC model, to identify a candidate set of seed nodes. The candidate nodes are used to create a distance-preserving abstract version of the network that maintains an aggregate influence model between partitions. The budget limitation for the advertising dictates the algorithm's stopping point. On synthetic datasets, we show that our method comes close to the optimal node selection, at substantially lower runtime costs.We present results from applying the HIM algorithm to real-world datasets collected from social media sites with large numbers of users (Epinions, SlashDot, and WikiVote) and compare it with two benchmarks, PMIA and DegreeDiscount, to examine the scalability and performance.Our experimental results reveal that HIM scales to larger networks but is outperformed by degree-based algorithms in highly-connected networks. However, HIM performs well in modular networks where the communities are clearly separable with small number of cross-community edges. This finding suggests that for practical applications it is useful to account for network properties when selecting an influence maximization method.
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Date Issued: 2014
Identifier: CFE0005205, ucf:50647
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0005205

Title: An Engineering Analytics Based Framework for Computational Advertising Systems.
Creator: Chen, Mengmeng, Rabelo, Luis, Lee, Gene, Keathley, Heather, Rahal, Ahmad, University of Central Florida
Abstract / Description: Engineering analytics is a multifaceted landscape with a diversity of analytics tools which comes from emerging fields such as big data, machine learning, and traditional operations research. Industrial engineering is capable to optimize complex process and systems using engineering analytics elements and the traditional components such as total quality management. This dissertation has proven that industrial engineering using engineering analytics can optimize the emerging area of...
Show moreEngineering analytics is a multifaceted landscape with a diversity of analytics tools which comes from emerging fields such as big data, machine learning, and traditional operations research. Industrial engineering is capable to optimize complex process and systems using engineering analytics elements and the traditional components such as total quality management. This dissertation has proven that industrial engineering using engineering analytics can optimize the emerging area of Computational Advertising. The key was to know the different fields very well and do the right selection. However, people first need to understand and be experts in the flow of the complex application of Computational Advertising and based on the characteristics of each step map the right field of Engineering analytics and traditional Industrial Engineering. Then build the apparatus and apply it to the respective problem in question.This dissertation consists of four research papers addressing the development of a framework to tame the complexity of computational advertising and improve its usage efficiency from an advertiser's viewpoint. This new framework and its respective systems architecture combine the use of support vector machines, Recurrent Neural Networks, Deep Learning Neural Networks, traditional neural networks, Game Theory/Auction Theory with Generative adversarial networks, and Web Engineering to optimize the computational advertising bidding process and achieve a higher rate of return. The system is validated with an actual case study with commercial providers such as Google AdWords and an advertiser's budget of several million dollars.
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Date Issued: 2018
Identifier: CFE0007319, ucf:52118
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0007319

Title: Dairy calcium advertising awareness, attitudes and behavior : a survey of 13-17 year-old females.
Creator: Cooper, Michele, Davis, Robert H., Arts and Sciences
Abstract / Description: University of Central Florida College of Arts and Sciences Thesis; In April 1984, at a conference convened by the National Institutes of Health, a panel of experts issued a statement listing calcium as a "mainstay in the prevention and management of osteoporosis." Osteoporosis, or "brittle bone disease," affects one out of every four American women over 5 0 and is the 12th leading cause of death in the United States. In January 1985, the National Dairy Promotion and Research Board began...
Show moreUniversity of Central Florida College of Arts and Sciences Thesis; In April 1984, at a conference convened by the National Institutes of Health, a panel of experts issued a statement listing calcium as a "mainstay in the prevention and management of osteoporosis." Osteoporosis, or "brittle bone disease," affects one out of every four American women over 5 0 and is the 12th leading cause of death in the United States. In January 1985, the National Dairy Promotion and Research Board began emphasizing dietary calcium in the promotion of milk and dairy products. Television commercials and print advertising were developed which focused on the calcium contained in dairy products and stressed the importance of this nutrient to a woman's diet. Recent consumer research conducted by Market Facts, Inc. of Chicago indicates that this positive calcium message designed to increase dairy product intake may not be effectively reaching the 13-24 year old female. The study shows that subjects in this age group report that they are doing less about their calcium deficiencies than subjects who were studied prior to the time that the dietary calcium advertising began. In addition, the research indicates that those women who are taking steps to increase calcium intake are less likely to use dairy products. Teenage females offer the dairy industry a challenging opportunity. While average male milk consumption jumps dramatically during the ages of 13-19, average female milk consumption experiences only a slight increase. Reaching this audience at this habit-forming age end changing their attitudes and behavior could provide lifelong use of dairy products. The purpose of this study is to determine the efficacy of past dairy calcium advertising messages in affecting the health attitudes and dietary behavior of 13-17 year old women in Florida.
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Date Issued: 1987
Identifier: CFR0004326, ucf:52991
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFR0004326

Title: Advertising Risk: A Comparative Content Analysis of Contraceptive Advertisements Targeting Black and White Women.
Creator: Rogers, Tiffany, Carter, Shannon, Grauerholz, Liz, Broome, Amy, University of Central Florida
Abstract / Description: This research compared contraceptive advertisements in two top-circulated publications for white and African American female subscribers, Cosmopolitan and Essence. Data consisted of a sample of 172 contraceptive advertisements from the two magazines published between 1992 and 2012. Quantitative analysis focused on the model(s)' race, age, marital status, and socioeconomic status; the type of contraceptive being advertised; and the reason stated in the ad for using the product. This analysis...
Show moreThis research compared contraceptive advertisements in two top-circulated publications for white and African American female subscribers, Cosmopolitan and Essence. Data consisted of a sample of 172 contraceptive advertisements from the two magazines published between 1992 and 2012. Quantitative analysis focused on the model(s)' race, age, marital status, and socioeconomic status; the type of contraceptive being advertised; and the reason stated in the ad for using the product. This analysis determined a disparity in the rate of advertisement of doctor-administered contraceptives for the publications of 25.4 percent in Essence magazine and 9.5 percent in Cosmopolitan magazine. Black women were targeted with long-term, doctor-administered birth control ads more frequently than white women over a twenty-year period, which correlates with findings of previous studies suggesting minority women receive these types of birth control more often than their white counterparts. Qualitative analysis focused on the written messages in the advertisements. This analysis identified the theme of risk as a prominent message of advertisements, appealing to concerns surrounding health, desirability, freedom and pregnancy.
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Date Issued: 2014
Identifier: CFE0005406, ucf:50408
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0005406

Title: Rhetoric of Imagery: Gendering Identity and Consumption Throughout Interwar American Advertisment.
Creator: Delgado, Natalie, Dandrow, Edward, Crepeau, Richard, French, Scot, University of Central Florida
Abstract / Description: Interwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer...
Show moreInterwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer culture and how advertisers utilized early market research and persuasion techniques to target their audiences. Building on the studies of gender, consumption, and identity, this thesis examines the relationship between American advertisers and their targeted male and female consumers between 1920 and 1940. By exploring how admen and women within Madison Avenue's top advertising agencies utilized psychology and consumer feedback to develop a two-way communication with middle-classed consumers, this thesis draws from social, cultural, and gendered studies to understand how advertisers communicated with and tried to appeal to their target audiences. Utilizing both copy and imagery as sources of communication, this study examines every issue of the top circulating American magazines between 1920 and 1940 to explain how advertisers rose with early consumer behavioral psychology and new standards of sanitation and hygiene, how a growing consumer culture and American notion of identity and gender affected the selling of selfhood and personal beauty products, and how gendered media representations and persuasion techniques helped advertisers sell modernity and individuality to readers. This analysis surveys specific advertising campaigns before, during, and after the Stock Market Crash to follow shifts in appeals to masculinity and femininity in response to changing social norms. By delving into this intersection of gender, media, and identity, this study finds various nuances through which advertisers and their audiences communicated in and alongside a growing consumer culture.
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Date Issued: 2017
Identifier: CFE0006870, ucf:51740
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0006870

Title: A Snapchat Marketing Perspective: Examining the Personality Traits and Motives that Predict Attitudes Toward and Engagement with Non-Sponsored and Sponsored Content in Snapchat.
Creator: Sousa Garnica, Tiany, Kinnally, William, Rubenking, Bridget, Sellnow, Deanna, University of Central Florida
Abstract / Description: Social networking sites (SNS) have revolutionized the communication between consumers and brands, publishers, and marketers. These platforms have become a way for advertisers to communicate directly and engage users with content that is innovative and less intrusive. The aim of this research is to examine the personality traits and motives (based on the uses and gratifications theory) that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. An online...
Show moreSocial networking sites (SNS) have revolutionized the communication between consumers and brands, publishers, and marketers. These platforms have become a way for advertisers to communicate directly and engage users with content that is innovative and less intrusive. The aim of this research is to examine the personality traits and motives (based on the uses and gratifications theory) that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. An online survey with 606 participants showed that the main motives of using Snapchat were social information seeking, entertainment, and impression management. Multiple regression analyses were used to determine what personality traits predict the motives for using Snapchat. Finally, hierarchical multiple regressions were used to examine the models that predict attitudes toward the non-sponsored and sponsored features in Snapchat as well as the engagement with them. Recommendations for practitioners were given to help them develop marketing strategies in Snapchat.
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Date Issued: 2017
Identifier: CFE0006799, ucf:51825
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0006799

Title: THE EFFECTS ADVERTISING PLAYS ON COLLEGE STUDENTS' MORAL INTENTIONS BEYOND PURCHASE BEHAVIOR.
Creator: Crockett, William, Massiah, Carolyn, University of Central Florida
Abstract / Description: Advertisements affect our daily lives and as technology and the practice of marketing has developed over the course of history, we have become exposed to greater amounts of product and service campaigns. The purpose of advertisements is to educate the consumer with the goal of ultimately selling the product, and many companies and organizations would not be able to survive without the use of advertisements. Ultimately, it is a necessity for a business to prosper in a competitive market, but...
Show moreAdvertisements affect our daily lives and as technology and the practice of marketing has developed over the course of history, we have become exposed to greater amounts of product and service campaigns. The purpose of advertisements is to educate the consumer with the goal of ultimately selling the product, and many companies and organizations would not be able to survive without the use of advertisements. Ultimately, it is a necessity for a business to prosper in a competitive market, but there are possible side-effects for the consumer that are beyond the intentions to buy. The purpose of this thesis is to explore the effects advertisements play on the college student in particular. Different static/multi media advertisements have been shown to various college students ranging in gender and background to discover the comprehensive ramifications of specific promotions to study the moral and ethical impact that advertisements play on students' moral intent. An analysis and conclusion will be given, along with ideas for possible future studies. Recommendations will also be stated for marketers to be morally responsible for the advertisements they portray so the audience is not effected in a way that can lead to unwanted consequences. Ultimately, the results did not support the original hypotheses, leading to thought- provoking questions concerning our current marketing practices and the effectiveness of static and multimedia advertisements on college students. Future studies need to take place to reveal the accuracy of the study and to ultimately answer the question, "Are current advertisements influencing the audience at hand?"
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Date Issued: 2012
Identifier: CFH0004250, ucf:44899
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFH0004250

Title: SELLING "DREAM INSURANCE": THE STANDARDIZED TEST-PREPARATION INDUSTRY'S SEARCH FOR LEGITIMACY, 1946-1989.
Creator: Shepherd, Keegan, Crepeau, Richard, University of Central Florida
Abstract / Description: This thesis analyzes the origins, growth, and legitimization of the standardized test preparation ("test-prep") industry from the late 1940s to the end of the 1980s. In particular, this thesis focuses on the development of Stanley H. Kaplan Education Centers, Ltd. ("Kaplan") and The Princeton Review ("TPR"), and how these companies were most conducive in making the test-prep industry and standardized test-preparation itself socially acceptable. The standardized test most frequently discussed...
Show moreThis thesis analyzes the origins, growth, and legitimization of the standardized test preparation ("test-prep") industry from the late 1940s to the end of the 1980s. In particular, this thesis focuses on the development of Stanley H. Kaplan Education Centers, Ltd. ("Kaplan") and The Princeton Review ("TPR"), and how these companies were most conducive in making the test-prep industry and standardized test-preparation itself socially acceptable. The standardized test most frequently discussed in this thesis is the Scholastic Aptitude Test ("SAT"), especially after its development came under the control of Educational Testing Service ("ETS"), but due attention is also given to the American College Testing Program ("ACT"). This thesis argues that certain test-prep companies gained legitimacy by successfully manipulating the interstices of American business and education, and brokered legitimacy through the rhetorical devices in their advertising. However, the legitimacy for the industry at-large was gained by default as neither the American government nor the American public could conclusively demonstrate that the industry conducted wholesale fraud. The thesis also argues that standardized test manufacturers were forced to engage in a cat-and-mouse game of pseudo-antagonism and adaptation with the test-prep industry once truth-in-testing laws prescribed transparent operations in standardized testing. These developments affect the current state of American standardized testing, its fluctuating but ubiquitous presence in the college admissions process, and the perpetuation of the test-prep industry decades after its origins.
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Date Issued: 2011
Identifier: CFE0003746, ucf:48792
Format: Document (PDF)
PURL: http://purl.flvc.org/ucf/fd/CFE0003746

advertising (6)	+ -
Advertising (5)	+ -
marketing (5)	+ -
Gender (2)	+ -
Media (2)	+ -

advertisements (2)	+ -
branding (2)	+ -
business (2)	+ -
gender (2)	+ -
1920-1929 (1)	+ -
1920s (1)	+ -
ACT (1)	+ -
Advertisements (1)	+ -
Advertising -- Psychological aspects (1)	+ -
Advertising campaigns (1)	+ -
Advertising curriculum (1)	+ -
African-American History (1)	+ -
American Advertising (1)	+ -
American College Testing Program (1)	+ -
Auction Theory (1)	+ -
CEEB (1)	+ -
Calcium -- Physiological effect (1)	+ -
Chicago (1)	+ -
Class (1)	+ -
Co-Marketing Alliances (1)	+ -
College Board (1)	+ -
College Cohort (1)	+ -
Computational Advertising (1)	+ -
Content Analysis (1)	+ -
Cooperative Advertising (1)	+ -

ETD Collection (16)	+ -
Honors Collection (5)	+ -

University of Central Florida (19)	+ -
Massiah, Carolyn (3)	+ -
Carter, Shannon (2)	+ -
Collins, Steven (2)	+ -
Crepeau, Richard (2)	+ -

Dandrow, Edward (2)	+ -
Arts and Sciences (1)	+ -
Bivins, Brooke A (1)	+ -
Boloni, Ladislau (1)	+ -
Broome, Amy (1)	+ -
Carrel, Ashley (1)	+ -
Carter, Dr. Shannon (1)	+ -
Chen, Mengmeng (1)	+ -
Chennamaneni, Pavan (1)	+ -
Collins, Steve (1)	+ -
Cooper, Michele (1)	+ -
Crockett, William (1)	+ -
Davila-Rosado, Pedro (1)	+ -
Davis, Robert (1)	+ -
Davis, Robert H. (1)	+ -
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Delgado, Cristina (1)	+ -
Delgado, Natalie (1)	+ -
Desiraju, Ramarao (1)	+ -
French, Scot (1)	+ -
Garibay, Ivan (1)	+ -
Grauerholz, Elizabeth (1)	+ -
Grauerholz, Liz (1)	+ -
Gualtieri, Marie (1)	+ -
Huff-Corzine, Lin (1)	+ -

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