Product Placement and the Effects of Persuasion Knowledge

This study examines the effect of persuasion knowledge and cognitive busyness on attitude toward a brand embedded in a popular movie. Product placement is filling an increasingly important role in marketing strategy as conventional techniques have been rendered ineffective by their own ubiquity. Cognitive busyness was hypothesized to cause a product placement message to be processed on a superficial, peripheral level. If joined with persuasion knowledge, the subject’s lack of ability to devote resources to critically evaluate the message would activate compartmentalized knowledge of products and brands increasing the ease of this information’s mental accessibility and thus aid the formation of favorable brand attitudes. A controlled laboratory experiment reveals that when viewers watch the movie in a natural setting, viewers with persuasion knowledge exhibit lower attitude toward the placed brand than viewers without persuasion knowledge. However, such backlash brand-damaging effects are absent, if not reversed, when viewers watch the movie in a cognitively busy setting

The new frontier: Singaporean and Malaysian public relations practitioners’ perceptions of new media

Recent research into social media use identified mid-2006 to early 2007 as the period when Singaporean public relations agencies first recognised the need to embrace new media (Fitch, 2009a). This research draws on interviews conducted with ten senior Singaporean and Malaysian public relations practitioners in mid-2006 and offers an historical review of their attitudes to new media at that time. The results reveal that experienced public relations practitioners were fearful of the changing communication environment, even as some embraced the opportunities created by new media. These findings are significant in terms of understanding the implications of new media and changing communication patterns for public relations

CV Exemplar and Links

a pdf and word format document which level 1 students can use as an examplar or template for their CV. Also includes links to example CVs and sites which help of creating CV

Thamnophis sirtalis

Number of Pages: 4Integrative BiologyGeological Science

Thamnophis elegans

Number of Pages: 4Integrative BiologyGeological Science

Influence of Dietary Fats and Carbohydrates on Lipid Metabolism in Male and Female Rats

Effects of dietary fats and carbohydrates on lipid metabolism in rats were studied. Male and female 4-week-old rats were divided into 8 groups and fed 4 fat-carbohydrate combinations (beef tallow or safflower oil, each with either sucrose or rice starch). After 4 weeks, animals were killed by exsanguination through the abdominal aorta and livers were removed. Plasma and liver cholesterol and phospholipids were determined qualitatively and quantitatively. Liver moisture, protein, and lipid and the fatty acid composition of the total liver lipid were determined quantitatively. Variations in growth, food efficiency, and lipid metabolism, particularly as manifested by the fatty acid composition of the liver lipid, were apparent between males and females and among groups of each sex as a result of dietary treatment