Abstract

In today’s digital age, it is becoming increasingly difficult for advertising professionals to effectively evaluate which media channel will best reach their target audience. This study investigated the differences in self-reported consumer affective responses to brand presentation, brand awareness, and brand loyalty by medium. An experiment was performed to determine if there were differences in brand presentation, brand awareness, and brand loyalty between traditional and digital media advertisements. Statistically significant differences were found between participants’ responses to viewing a Facebook-branded business page and a traditional print advertisement.

Library of Congress Subject Headings

Branding (Marketing)--Public opinion; Consumer behavior; Brand loyalty; Internet advertising--Public opinion; Advertising, Magazine--Public opinion

Publication Date

7-25-2016

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Andrea Hickerson

Advisor/Committee Member

Grant Cos

Advisor/Committee Member

Rudy Puglise

Comments

Physical copy available from RIT's Wallace Library at HF5415.1255 .M34 2016

Campus

RIT – Main Campus

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