Not just the best years of my life: personal growth in higher education

Our conception of product affirmation depicts a product as “sculptor” of the consumer’s ideal self, similar to how a relationship partner can help us achieve our aspirations and goals. We performed two studies to look at the role of higher education as a product in affirming a consumer’s ideal self. We found that product affirmation for undergraduate students and alumni (with the university as the product that affirms the ideal self of the student/alumnus) leads to increases in the experience of various positive emotions, the acquisition of various positive traits, and positive evaluations of the university. Additionally, we found that product affirmation effects were more pronounced and robust in one’s personal ideal-self domain than in one’s professional ideal-self domain. Practical implications, study limitations, and future directions are discussed, as well as preliminary findings from a follow-up experiment using a sample of graduate students

Current trends in communication graduate degrees: Survey of communications, advertising, PR, and IMC graduate programs

© AEJMC 2015. A survey of 61 master’s degree advertising programs reveals significant trends in program titles, curriculum design, course delivery, and students served. The results provide insight for current and planned master’s degree programs as research predicts a continued increase in demand for master’s education over the next decade. Survey results are compared against overall education trends such as the growth of nontraditional students, increase in online education delivery, and the increase of for profit universities

Comparative Analysis of the Frequency and Distribution of Stem and Progenitor Cells in the Adult Mouse Brain

cells (NSCs) and progenitor cells, but it cannot discriminate between these two populations. Given two assays have purported to overcome this shortfall, we performed a comparative analysis of the distribution and frequency of NSCs and progenitor cells detected in 400 m coronal segments along the ventricular neuraxis of the adult mouse brain using the neurosphere assay, the neural colony forming cell assay (N-CFCA), and label-retaining cell (LRC) approach. We observed a large variation in the number of progenitor/stem cells detected in serial sections along the neuraxis, with the number of neurosphereforming cells detected in individual 400 m sections varying from a minimum of eight to a maximum of 891 depending upon the rostral-caudal coordinate assayed. Moreover, the greatest variability occurred in the rostral portion of the lateral ventricles, thereby explaining the large variation in neurosphere frequency previously reported. Whereas the overall number of neurospheres (3730 276) or colonies (4275 124) we detected along the neuraxis did not differ significantly, LRC numbers were significantly reduced (1186 188, 7 month chase) in comparison to both total colonies and neurospheres. Moreover, approximately two orders of magnitude fewer NSC-derived colonies (50 10) were detected using the N-CFCA as compared to LRCs. Given only 5% of the LRCs are cycling (BrdU/Ki-67) or competent to divide (BrdU/Mcm-2), and proliferate upon transfer to culture, it is unclear whether this technique selectively detects endogenous NSCs. Overall, caution should be taken with the interpretation and employment of all these techniques

Social media strategy : marketing, advertising, and public speaking in the consumer revolution

e-Book available, please log-in on Member Area to access or contact our librarian.xviii, 353 p

Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution

Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Second Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer has taken control. The consumer revolution is not about giving up or giving in; it is about adjusting methods to affect change, support traditional efforts, and leverage consumer influence for the good of the brand whether it\u27s a small business, large corporation or non-profit organization. Its real world examples and statistics make it a highly accessible text for students. This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach in tact with additions that take a more integrated look at social media strategy. It features a new chapter on law, ethics and etiquette, and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B social selling, and all major social media platforms. Enhanced pedagogical features include: social media calendars, metrics, and budgets; chapter checklists to keep statistics updated; expanded chapter previews; new case studies and a 200-word glossary; and updated online tools and resources

Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos

© 2019 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE Viral advertising videos are a prominent form of viral marketing, yet little is known about which factors influence an online video\u27s virality or likelihood to be shared and viewed. A content analysis of 155 viral ad videos found that average shares and views were higher for videos with full story development versus videos with less than full story development as measured via a five-point drama scale based on Freytag\u27s Pyramid. An incremental story development effect on shares and views was also found. Time duration and company size did not significantly influence the results for shares but did have some effect on the results for views. The role of story in viral videos, the relationship between drama theory, narrative theory, story grammar theory and transportation theory, and managerial implications of story development in viral marketing are also discussed

What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increases Shares, Likes, and Comments to Influence Organic Viral Reach

© 2019, © 2019 American Academy of Advertising. Organic reach, the number of people shown a brand Facebook post through unpaid distribution, has been declining. Which factors increase shares, likes, and comments—engagement measures known to impact organic reach? A content analysis of 1,000 brand Facebook posts text found (1) significant effects for new/now posts on increasing shares and comments, (2) significant effects for time/date posts on increasing shares, and (3) significant effects for education posts on decreasing likes and comments. Promotion/contest and social cause/corporate social responsibility (CSR) posts produced no significant results. Connections to diffusion theory and viral definitions are explored. Managerial implications are also discussed

What makes a super bowl ad super? five-act dramatic form affects consumer super bowl advertising ratings

© 2014 M.E. Sharpe, Inc. All rights reserved. Grounded in dramatic theory, this study presents an expanded model of dramatic form for empirical investigation of television commercials. A two-year content analysis of 108 commercials found significant association of dramatic form with consumer favorability in Super Bowl advertising rating polls. Results demonstrated that average consumer ratings were higher for commercials that followed a five-act dramatic form and a positive association of the number of acts in commercials with consumer favorability ratings. The paper discusses the relationship of five-act plot development with advertising function as well as the theoretical implications of narrative theory and its impact on consumer response