advertising

Social Network Advertising: Marketing Online Personas

abstract: 

The Internet is the perfect, ever present marketplace that is accessible to anyone with a connection, anywhere in the world. Netizens have learnt to create alternate online identities to represent themselves. I wish to explore how businesses can take advantage of creating their own online persona and then marketing it through Social Network Advertising. I investigate this by setting up my own blog-shop and brand as a means of demonstration.

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GetUp!: A Digital Media Communication Strategy

abstract: 

The research problem examined in this honours project considers Generation Y's perceived lack of knowledge with regard to a key social advocacy issue. It is often suggested members of Generation Y do not engage with social advocacy issues, yet it can be argues this perceived indifference is a response to a lack of relevantly disseminated information. In a reflection of Generation Y's extensive use of digital media, this project will see the development of a digital advertising campaign that informs this social grouping about a key social advocacy issue. The intention of this campaign is to educate young Australians about the value of social advocacy engagement. The honours project will be presented in the form of a 'pitch' document that would then be presented to a relevant 'real world' social advocacy client.

author/s: 

Research has shown a large number of Australians aged between 16-20 are not motivated to inform themselves about political issues, a social behaviour that ultimately affects the way in which this group votes in elections.

Cross Cultural Advertising - Human Rights

abstract: 

When launching an advertising campaign with multi-cultural audiences, some advertisers, tend to forget the fact that they are dealing with more than one culture; especially when dealing with sensitive issue such as racism against international students where every culture experience and deal with this matter differently. This is a problem because a successful campaign for a group of target audiences can simply be offensive or irrelevant to the others. This will result in the failure to deliver key message to the target audience as well as damaging brand image. Understanding target audience by recognizing different culture and their unique communication system can be the solution to this problem. By doing so, advertisers increase their chances of producing a successful campaign that communicate the message across efficiently to target audiences from different cultural backgrounds.

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Spinning the Bottle

abstract: 

Young Australian wine drinkers are lost in a fog of up to 14,000 wineries and 5,000 different bottles of wine when walking into a major liquor store. A challenge for PR practitioners in the wine industry is creating a message, both educational and informative, that resonates with this demographic. Currently, there is a lack of youthful figureheads in the industry to facilitate the integration of a wine society into popular culture. Therefore, alternative methods of communication must be sought out. The effect of mainstream media in delivering this message is vital in understanding ways in which the wine industry can successfully converse with younger consumers.

author/s: 

I'm completing my honours year in order to help me gain an insight into two industries that I love — PR and wine. In doing so, the information collected and experiences had will hopefully assist me in gaining my ideal job in wine PR, as well as fulfilling my need for academic satisfaction.

Curbing the Epidemic: A Study into the Promotion of Childhood Health

abstract: 

Australian children are damaging their health by not spending enough time exercising and making poor nutritional choices. This is the result of an increaseing reliance on digital technology (computers, video games, music devices) to fulfil entertainment and communicative needs, coupled with a lack of education around physical activity and proper nutrition. At present xxx number of primary school children(5 - 12 years) can be categorised as overweight or obese. I am interested in researching methods of promoting healthy and active lifestyles to primary school age children in a manner that they find relevant, motivational, and interesting. I am also interested in comparing the healthy, lifestyles, and motivational drivers of children in different geographical (i.e. design of community is not conducive to encouraging children to exercise outdoors in a safe environment) and socio-economic areas of Melbourne.

author/s: 

This report serves to analyse the effectiveness of social marketing as an appropriate strategy to engender
behaviour change in a liberal democratic society. Specifically, it looks at improving eating habits and
increasing physical activity in Victorian children. Methods of mandatory legislation will be considered as an

Seeing Stars: The Relationship Between Celebrities and Advertising

Annalise Mastrangelo thesis
abstract: 

Today’s media landscape is heavily infiltrated by advertising with the pressure of branding being virtually inescapable within society. It seems as though everywhere we look we are bombarded with thousands of advertising images and messages per day, all of which provide insight into culture and society. In the past decade celebrity endorsement has been the most prevalent and successful form of advertising. Reason for this is that celebrities are considered to demonstrate a number of dynamic qualities including; credibility, expertise and physical attractiveness, which can be transferred through marketing.

This thesis consists of a textual analysis examining the relationship between celebrities and advertising and its desired effects on consumer behaviour and cultural studies. This issue is worth attention, given the fact that there is limited academic material specifically addressing the proven effectiveness of the use of celebrities in advertising. Hence, the value of celebrity endorsement is recognised but poorly understood in terms of advertising. The purpose of my thesis will be to identify why celebrity endorsement is regarded the most effective form of advertising for certain products. The concept of scandal, social theory, queer theory and transgression in the media and its effects on advertising will also be discussed with reference to two case studies British supermodel Kate Moss and Bollywood film star Shahrukh Khan. The outcome of this thesis will be to identify why consumers are so heavily influenced by the use of celebrity endorsement and what impact this has on cultural studies. This thesis will serve as a collection of academic material specifically addressing the relationship between celebrities and advertising, and is intended for an advertising and cultural studies audience.

This thesis is available as a PDF at the bottom of this screen.

Taking communications seriously: The need for a public relations consultancy catering to Victoria’s nonprofit sector

Fairlie Cottrill thesis
abstract: 

To provide an analysis of the relevance and value of a public relations consultancy catering to Victoria’s nonprofit sector. Public relations campaigns and activities can be implemented at low cost, making it suitable and valuable for nonprofit organisations. Many nonprofit organisations, however, do not use public relations in such a way as to maximise their ability, opportunities, means and reach to achieve their overall goals and objectives. Nonprofit organisations have different needs to the corporate sector, thereby indicating the need for a communications consultancy catering solely to the nonprofit sector. Research into current public relations practices by the nonprofit sector indicates such organisations have a lack of resources, knowledge and interest, thereby demonstrating the potential need for a consultancy that additionally provides public relations education and training opportunities to nonprofit organisations, creating a long term impact.

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BLINK: Tackling the communication flux within the Asia-Pacific region

blink
abstract: 

This research project examines cross-cultural advertising and communication in the Asia-Pacific region. It looks at the issues and concerns raised by industry practitioners through a series of interviews, centred around several main threads. These concerns were the need for localisation of campaigns to effectively promote the product, difficulty in language when targeting international markets, and the concerns regarding the need for a high level of understanding of the local cultural and religious environment to ensure that offence is not committed, and that a culturally relevant communication could be produced. For advertising and marketing agencies without in-country offices, access to this type of information and support is almost non-existent. This led to the proposal for a solution in the form of BLINK: A cultural facilitation agency. This is achieved through a handbook, two separate DVDs and a website. The website promotes the solution of the use of a specialised cultural facilitation agency by advertising and marketing companies wishing to enter the Asia-Pacific marketplace.

author/s: 

This project consisted of a DVD of interviews, and an exegesis. The exegesis is available as a PDF below.

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