Tag: Kim Sheehan

A Look into the Growing Trend of Experiential Marketing and an Evaluation of Measurement Metrics to Determine a Campaigns Success

Presenter: Jennifer Klein

Mentor: Kim Sheehan

AM Poster Presentation

Poster 21

With the changing media landscape and proliferation of advertising and marketing messages comes a rising need for marketers to reach consumers in new and interesting ways. The growing practice of experiential marketing offers a way for consumers to experience a product in hopes of developing an emotional connection or positive opinion of the product or brand. This thesis concretely defines the practice of experiential marketing and then proposes a metrics system that will measure the success of campaigns in this growing discipline. Through case study analysis, this thesis presents a concrete set of components that are essential to the experiential genre. The need to measure the success of experiential campaigns relative to other media outlets is a rising concern for marketers. However, there are no widely used metrics systems currently in place. This thesis utilizes qualitative interviews with industry professionals and proposes a two-step metrics approach to determine the success of experiential campaigns.

Mapping the Trends: Assessing Paid and Organic Search Behavior

Presenter: Kelly Rodgers

Mentor: Kim Sheehan, Journalism (Advertising)

Poster: 57

Major: Journalism (Public Relations)

Last December, Google Inc. reported a whopping $66 billion in total revenue for 2014 alone. Surprisingly, just one branch of the Google money tree accounted for approximately 90% of that revenue: online advertising. In 2014, Google AdWords generated over $59 billion in advertising sales—income that backs every innovative project, invention, acquisition, and investment Google undertakes. However, to someone using a search engine, the process of how the results on the page appear after the search is conducted is somewhat opaque: some ads are ‘organic’ and appear based on a Google algorithm, and others are paid, or ‘sponsored’ advertisements. Therefore, the search results presented on a page contain certain signals that may affect how users perceive the credibility of the results. Additionally, the manner in which results are presented: through text ads and through map placements, may also affect credibility. Through investigation of search query results presented in a graphic/visual way, we can measure potential impact on user actions, while contributing to existing studies on credibility and user bias.

What Do We Say Now: An Analysis of Mass Communication and Advertising for the Prevention of Sexual Assault

Presenter: Jesse Summers

Faculty Mentor: Kim Sheehan, Heather Shoenberger

Presentation Type: Poster 40

Primary Research Area: Social Science

Major: Journalism: Advertising, Journalism

Sexual assault has become a prevalent issue in recent years. From university campuses to the White House, the issue is being discussed and addressed in many different ways. This thesis specifically discusses the It’s On Us and No More campaigns as well as two pieces of popular media used to spread awareness of the issue of sexual assault. The Transtheoretical Model of Change, a social health model for understanding an individual’s willingness to change their behavior, is used as a basis for analyzing the videos produced for these campaigns and categorizing them based on their potential to influence a viewer’s behavior. Semiotic analysis is used to analyze specific content in each video and associate the videos with stages of the Transtheoretical Model of Change. Initial results show that many of the current videos focus on creating awareness and are associated with the pre-contemplation or contemplation stages. However, analyzing specific links between these videos and other content such as websites creates the potential for viewers to move beyond these stages with the inclusion of additional information and action steps. This research and the areas outlined for further research are critical for expanding communication literature applying theory to media content and expanding research done in the intersection of social health and mass communication.

Understanding the Intersection of Twitter Advocacy Subcultures and Corporate Social Responsibility

Presenter: Andrew Rogers

Faculty Mentor: Dean Mundy, Kim Sheehan

Presentation Type: Poster 33

Primary Research Area: Social Science

Major: Journalism: Public Relations

Abstract: As social media activism continues to gain influence in today’s social, cultural, and political spheres, it has become relevant for public relations professionals and social media strategists to better understand the values, motivations, and attitudes of these activist users. This study examines how Twitter users who post, engage with, and participate in conversations regarding political and social issues (i.e. Twitter advocacy subcultures) interpret tweets sent by corporate Twitter accounts that contain activist-like messages. This study asks, “How do users in Twitter advocacy subcultures interpret and respond to corporate social responsibility messages?” and “How can brands better reach and engage Twitter advocacy subcultures?” To answer these questions, a survey concerning interpretation of corporate advocacy tweets was sent to students, student groups, staff, and faculty at the University of Oregon. This survey asked participants to examine screenshots of advocacy tweets posted by corporations and brands and answer questions about the tweet’s core message, intended goal, and overall effectiveness. The initial results of this survey show that message intentionality, co-option of social movements, and tangible actions by a corporation or brand are primary concerns to survey participants who assessed the tweets. The findings of this study serve to elucidate the intersection of Twitter advocacy subcultures and corporate social responsibility.

Does Gender Play A Role In Combat Coverage?

Presenter: Karly DeWees

Faculty Mentor: Kim Sheehan, Dan Morrison

Presentation Type: Oral

Primary Research Area: Social Science

Major: Journalism: Advertising

If the powers who control media access to combat zones believe that a photographer’s gender affects how conflict is framed within the media, then that will affect the decision of who gains access to combat zones. And if that is the case, then gender plays a significant role in how combat is covered, how it is reported, how it is consumed by the public, and ultimately the public’s perception of whether that particular conflict or war is justified. This study will examine if gender plays a role in combat coverage and if, in fact, gender affects the outcome of the story. In pursuing this research, I will use the theoretical frameworks of framing theory, orientation theory, and differences in gender risk assessment. While utilizing those frameworks I will attempt to determine if gender plays a role in combat coverage. My research will aim to answer the question of whether or not gender affects how conflict is framed. If the Department of Defense (DoD) and the powers within the media believe that women photographers create images differently than men it is reasonable to assume that belief will affect their decisions regarding to whom they will issue media credentials during combat operations.

Muffled Voices: Press Censorship in the Former Soviet Union

Presenter: Jonathan Bach

Faculty Mentor: Peter Laufer, Kim Sheehan

Presentation Type: Poster 4

Primary Research Area: Humanities

Major: Journalism

Funding Source: The University of Oregon-UNESCO Crossings Institute, Airfare to Azerbaijan; the University of Oregon College of Arts and Sciences, $1914.26 for airfare; the Government of Azerbaijan, hotel and occasional food

Around the globe, countries suffer from constrained media outlets and a lack of access to public information. In the former Soviet Union, there has been a struggle to maintain a balance between media autonomy and censorship. Such censorship hinders reporters’ roles as watchdogs against the government, free to uncover corruption without fear of a threat to their lives. But as I found through research in and outside of Azerbaijan—a country on the Caspian Sea—those at the top of the government come down harshly on journalists who are just doing their jobs. So that I could better understand the ways in which censorship occurs, I conducted interviews via my research fellowship with the University of Oregon-UNESCO Crossings Institute for Conflict Sensitive Reporting and Intercultural Dialogue with journalists and academics in Oregon and Finland. For this thesis, I draw on my experience at the World Forum for Intercultural Dialogue in Baku, Azerbaijan, as well as the experiences of journalists who have worked on press freedom issues in countries like Ukraine. For example, I spoke with Steve Bass, President and CEO of Oregon Public Broadcasting, about his time in Kiev, Ukraine, working with national broadcasters there to develop a cohesive national public station. I also spoke with Juan Barata Mir, who works with the Organization for Security and Cooperation in Europe, about the ways in which external officials put pressure on governments like Azerbaijan to release jailed journalists. It’s a common fact that the public has a right to access official information—so when that right’s impeded, there must be backlash.

Understanding the Wine Industry’s Influence on Culture of the Pacific Northwest

Presenter(s): Michelle Miller − Public Relations

Faculty Mentor(s): Dean Mundy, Kim Sheehan

Poster 111

Research Area: Public Relations: Circuit of Culture

The wine market creates an opportunity for wine regions to produce powerful stories that reflect tradition and characterize a lifestyle. The relationship between wine and culture is a significant factor to identify when exploring the implications these elements play within the wine industry. The specific research question of this project is: How does the wine industry influence the culture of the PNW, in comparison to Italy? This is important because it can provide journalists and researchers with a tool to help further understand the impact of the wine industry on a larger scale. This can interconnect the food and beverage industry and provide a resource for audiences to understand how culture plays an active role in marketing. While this project has a defined research question, I want to understand what differs in terms of wine culture when examining the wine industry among different regions and how wine tourism plays a role in wine culture. Furthermore, I want to explore how the circuit of culture plays a role in influencing the PNW and the Italian wine industry and what attracts consumer engagement to these particular regions. In terms of marketing, it is imperative to evaluate the fundamental differences when comparing the PNW to the Italian wine industry, locally and internationally. Similarly, it is vital to examine if wine tourism and culture are the driving forces behind wine marketing. These explorations will provide support for the question my research will address. I plan to use both Qualitative and Quantitative methods for my research. For my qualitative research, I will create interview questions for individual interviews.Many of the research questions provided will be based on the Circuit of Culture. This will provide perspective in the professional realm within the wine industry. Quantitative data is also fundamental to my research, particularly when referencing factors that deal with the Circuit of Culture. This includes consumption, production, and regulation. I will create a survey using Qualtrics to further understand the PNW and Italian wine region markets. This survey will help me gain general knowledge of behavior based on the circuit of culture. Additionally, I find it important to use a social media audit when observing the wine market. This is particularly significant because I am examining many elements of a domestic and international market. The social media audit will examine wine tourism and wine marketing through the most used platforms in the PNW and Italy. This will support my research and demonstrate how the wine industry is represented to a larger market.

A Regional Approach to Climate Communications

Presenter(s): Hannah Lewman − Advertising

Faculty Mentor(s): Kim Sheehan

Poster 114

Research Area: Strategic Communications

Funding: Clark Honors College Thesis Research Grant

The disconnect between scientific certainty in the existence and causes of climate change and public belief in climate change shows the need for better communication to the American public. While this type of communication is a rich area of study for social scientists who study everything from how the distance of an event impacts how people think about climate change to the word-level significance of phrases like “climate change” and “global warming,” many communicators are not social scientists. They’re professional creatives. My thesis will combine social science research on framing and identity with advertising techniques to show how agencies can create tailored campaigns for different regions of the United States. I will also test if this regionally-segmented approach to climate communications is more effective than trying to target the entire United States with one campaign. Testing the potential of regionally-targeted campaigns opens the door to future research that fine-tunes messages for each area of the country.

The Power of America’s Most Watched Show: How Entertainment Television Can Change Social Behaviors

Presenter(s): Kyle Heiner − Journalism: Advertising

Faculty Mentor(s): Kim Sheehan, Erin Hanna

Oral Session 2C

Research Area: Media Studies and Advertising

This thesis examines the effects entertainment television can have on audiences beyond simply making them laugh, scream, or cry. In an era where the public has become increasingly untrustworthy of traditional broadcast news and advertising, I argue that ideas that prompt social change can be communicated through entertainment television, specifically, America’s most watched shows. In this thesis, I focus on how America’s current highest rated show, The Big Bang Theory, a scientifically- accurate sitcom centered around a group of young male scientists and their new blonde neighbor, can incorporate the United Nations Sustainable Development Goals into its storyline to promote their message to a majority of Americans. Using theories such as Uses and Gratifications, Parasocial Interaction, and Agenda Setting, as well as analyzing case studies about product placement, public service announcements, and media partnerships, the study suggests that integration with television storylines can increase knowledge and spur action among audiences. Importantly, I argue that episodes that contain a message central to the storyline, ease seamlessly into the narrative, and are open with their external partnership, are the most successful in getting their message across. A ‘spec’ script, which is a speculative screenplay for a series written by someone outside of the production, that illustrates these techniques is provided.

Brand Activism: Working Toward Progressive Representations of Social Movements in Advertising

Presenter(s): Rachel Benner – Media Studies, Advertising

Faculty Mentor(s): Kim Sheehan

Oral Session 1C

Research Area: Social Science

Advertising agencies frequently use the cultural energy of social movements to connect brands to new audiences and promote their products. Recent “brand activism” efforts in the industry tie marketing messages to specific issues of social justice. A large body of academic critique about the general intersection of social movements and marketing exists, but insights from these studies are largely ignored by people in the advertising industry. This thesis addresses that disconnect. After exploring studies of social movements’ framing in advertising messages, this project assesses the strengths and weaknesses of those frames with a theoretical model. In-depth interviews with advertising professionals then shape a best practices guide for creating pro-social advertising: a way for advertising to best address critical discourse around social movements and brands leading to industry differentiation, increased brand trust, and progressive allyship with social movements.