First Advisor

Brandon Reich

Date of Award

5-22-2020

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Business Administration: Marketing and University Honors

Department

Business Administration

Subjects

Marketing -- Study and teaching (Higher) -- United States, Business education, Advocacy advertising -- United States, Advertising -- Cultural aspects

DOI

10.15760/honors.884

Abstract

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.

Rights

In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

Persistent Identifier

https://archives.pdx.edu/ds/psu/33091

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