Date of Award
Bachelor of Science (B.S.) in Business: Marketing and University Honors
Advocacy advertising, Marketing -- Study and teaching (Higher), Persuasion (Psychology), Persuasion (Rhetoric)
The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive reactions to the ads that were shown. However, there was no relationship between marketing education and one’s persuasion knowledge, and persuasion knowledge in turn had no effect on reactions to the ads themselves. These findings help support the importance of marketing education at the college level, and its ability to create a critical understanding of artistic styles, and in acknowledgement of advertising’s ability to shape cultural meaning.
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Carlberg, Tobin, "The Role of Marketing Education in Reactions to Advocacy Advertising" (2020). University Honors Theses. Paper 863.