Innovations in Teaching Advertising: Teaching Digital on a Shoestring Budget

The field of advertising is becoming increasingly integrated with public relations and social media ( Kim, 2012 ). As a result, many employers expect new graduates to understand how to navigate this from both an integrated and digital perspective in their new careers. The challenge is that some advertising courses may be taught from a theoretical perspective and without the digital tools that new graduates will need to know how to use. The Tool Kit Friday innovation is designed to help students learn how to use new digital tools, and to create client projects with those tools while also learning advertising strategy.

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Barrires and Incentives to Territory-Based Innovation Processes

Advances in Religious and Cultural Studies - Handbook of Research on Cultural Heritage and Its Impact on Territory Innovation and Development ◽

10.4018/978-1-7998-6701-2.ch003 ◽

2021 ◽

pp. 44-61

Author(s):

Paula Alexandra Silva ◽

Maria João Antunes ◽

Oksana Tymoshchuk ◽

Luís Pedro ◽

Ana Margarida Almeida ◽

...

Keyword(s):

Social Media ◽

Contextual Factors ◽

Digital Tools ◽

Know How ◽

Cultural Traits ◽

Mixed Coding ◽

Innovation Processes

The context of territory-based innovation processes includes both barriers and incentives. This chapter presents the research and findings of a study conducted with two sets of five community-led initiatives, one composed of small-sized initiatives and another composed of larger-sized initiatives, with a view to identify barriers and incentives to territory-based innovation. Following a mixed-coding approach, data was analysed to identify barriers and incentives to territory-based innovation prompted by the use of digital tools, by the interaction among actors, and by contextual factors. Results from both types initiatives show significant technology weariness, still initiatives praise the effectiveness of some digital tools, namely social media, in reaching their audience. Both types of initiatives evidence disappointment towards cultural traits and bureaucracy, being these factors experienced as a disheartening barrier. Yet, initiatives also commend the know-how and flexibility of specific actors, with whom initiatives interact with closely when performing their activities.

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EFEKTIVITAS SOCIAL MEDIA INSTAGRAM #PASARSENENUKM TERHADAP PENINGKATAN PROMOSI UKM DI INDONESIA

POPULIKA ◽

10.37631/populika.v8i1.133 ◽

2020 ◽

Vol 8 (1) ◽

pp. 25-33

Author(s):

Alysha Tri Wardhani ◽

Uljanatunnisa Uljanatunnisa ◽

Yani Hendrayani

Keyword(s):

Social Media ◽

Public Relations ◽

Significant Influence ◽

Test Results ◽

Sample Number ◽

Know How ◽

Hierarchy Of Effects

#PasarsenenUKM Service is a service on Instagram social media that made public relations Ministry of SME and RI. The purpose this research is to know how much Social Media effectiveness Instagram #pasarsenenUKM to increase promotion of SMES in Indonesia. The theory used is The Hierarchy of Effects Concept, this theory explains the steps that consumers take to make decisions. The method used is quantitative with this type of an expreslanative research. The chosen population is an Instagram followers @KemenkopUKM as much as 186,000 people, using Yamane formula and then obtained the sample number of 100 respondents. This research uses questionnaire deployment techniques to get data. Based on the calculation the test results T obtained t count 11.921 > T table 1.661, it can be concluded that Ho rejected and Ha accepted meaning that Social Media effectiveness the Instagram #pasarsenenUKM has significant influence on the improvement of SME promotion in Indonesia.

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Making Twitter Work For You

ASHA Leader ◽

10.1044/leader.stw.18052013.np ◽

2013 ◽

Vol 18 (5) ◽

Keyword(s):

Social Media ◽

Public Relations ◽

Speech Language Pathologists

As professionals who recognize and value the power and important of communications, audiologists and speech-language pathologists are perfectly positioned to leverage social media for public relations.

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The Specific Features of Public Relations Maintained by Libraries, Acting as Cultural Institutions

Cultural Management Science and Education ◽

10.30819/cmse.4-1.09 ◽

2020 ◽

Vol 4 (1) ◽

pp. 145-152

Author(s):

Radosław Molenda

Keyword(s):

Social Media ◽

Public Relations ◽

Social Environment ◽

Review Article ◽

Cultural Institutions ◽

Negative Stereotypes ◽

The Public ◽

The Social ◽

Public Consciousness ◽

Significant Question

Showing the specificity of the work of the contemporary library, and the variety of its tasks, which go far beyond the lending of books. The specificity of the library’s public relations concerning different aspects of its activity. The internal and external functions of the library’s public relations and their specificity. The significant question of motivating the social environment to use the offer of libraries, and simulta-neously the need to change the negative perception of the library, which discourages part of its poten-tial users from taking advantage of its services. The negative stereotypes of librarians’ work perpetuated in the public consciousness and their harmful character. The need to change the public relations of libra-ries and librarians with a view to improving the realization of the tasks they face. Showing the public relations tools which may serve to change the image of librarians and libraries with particular emphasis on social media. This article is a review article, highlighting selected research on the librarian’s stereo-type and suggesting actions that change the image of librarians and libraries.

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Wykorzystanie mediów społecznościowych w komunikacji z klientem na przykładzie firm sektora piwowarskiego

Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej ◽

10.22630/eiogz.2015.111.42 ◽

2015 ◽

pp. 161-176 ◽

Cited By ~ 1

Author(s):

Piotr Szamrowski ◽

Adam Pawlewicz

Keyword(s):

Social Media ◽

Public Relations ◽

Small Enterprises ◽

Brewing Industry ◽

Video Sharing ◽

Advantages And Disadvantages ◽

Media Platform ◽

The Individual ◽

Media Channels ◽

Regional Character

The main objective of this paper is to identify the platforms and social media tools utilized by the brewing industry in communication with the stakeholders, mainly with potential clients. In addition, the study sought to determine the nature of the published content, identify those responsible for their management, and present the advantages and disadvantages of their conduct in communication and creating the image of the company. The results indicate that only 25% of the surveyed companies do not use social media in PR. This applies only to small enterprises, with regional character. All the major brewing companies in their public relations activities use at least one type of social media, focusing in most cases on social networking (Facebook) and Video Sharing (YouTube). In addition, some of the largest brands included in the individual equity groups have their own social media channels used to communicate with the stakeholders. General promotion of company products and, what is very important, creating a dialogue with social media platform community, were seen as the most important benefits of using social media.

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Convergence of Public Relations Texts in Social Media

2021 Communication Strategies in Digital Society Seminar (ComSDS) ◽

10.1109/comsds52473.2021.9422885 ◽

2021 ◽

Author(s):

Liudmila V. Balakhonskaya ◽

Vitaly V. Balakhonsky ◽

Aelita T. Sagiyeva

Keyword(s):

Social Media ◽

Public Relations

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Fear of Missing Out as motivation to process information: How differences in Instagram use affect attitude formation online

New Media & Society ◽

10.1177/14614448211011834 ◽

2021 ◽

pp. 146144482110118

Author(s):

Dominik Neumann ◽

Patricia T Huddleston ◽

Bridget K Behe

Keyword(s):

Social Media ◽

Cognitive Processing ◽

Online Survey ◽

Regression Analyses ◽

Fear Of Missing Out ◽

Advertising Strategy ◽

Social Media Platforms ◽

Advertising Content ◽

Practical Implications ◽

Marketing Messages

Marketing on social media has become ubiquitous. Consequently, social media platforms are increasing the level of advertising content that users may later encounter when navigating online shopping websites. It is unclear how this amplification of exposure to marketing messages through social media affects consumers’ attitudes to products online. Furthermore, the roles of social media participation and proneness to experience Fear of Missing Out on product attitude remain largely unexplored. In this research ( N = 1002), we employed an online survey of US Instagram users. These data were submitted to three-way moderation regression analyses with attitude toward the product as the dependent variable. Consumers who are more active on social media and had high (vs low) Fear of Missing Out expressed more favorable attitudes toward online products after being exposed to Instagram content (vs not exposed). The theoretical and practical implications for cognitive processing research and advertising strategy and study limitations are discussed.

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