A comparison of attitudes toward corporate advertising : corporate executives and advertising agency executives

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dc.contributor.advisor Popovich, Mark N. en_US
dc.contributor.author Marks, Danelle Miller en_US
dc.date.accessioned 2011-06-03T19:34:20Z
dc.date.available 2011-06-03T19:34:20Z
dc.date.created 1986 en_US
dc.date.issued 1986
dc.identifier LD2489.Z72 1986 .M37 en_US
dc.identifier.uri http://cardinalscholar.bsu.edu/handle/handle/183319
dc.description.abstract The purpose of this thesis was to examine the attitudes toward corporate advertising held by those individuals most closely associated with it: corporate and advertising agency executives. No previous research had been conducted in this particular area.An attitude scale was administered to eighty-two corporate and advertising agency executives, representing a sample from Fortune's one hundred largest corporations and the one hundred largest advertising agencies. A frequency distribution, factor analysis, and Q-study were conducted on the data collected.Findings showed the general attitude toward corporate advertising to be favorable. Two factors underlying respondent's attitudes were revealed and broadly identified as "positive value" and "negative value." Rather than viewing corporate advertising in specific terms, respondents' attitudes were factored on the basis of valence, or direction of the statements.The Q-analysis identified three types of attitude patterns existing among the respondents. Type I respondents represented large industrial manufacturers who believe corporate advertising is an effective tool for improving employee morale and recruiting new employees. Type II, consisting of advertising agencies involved in marketing to consumers, saw corporate advertising as a tool for increasing corporate awareness and creating unity among products. A conglomeration of industrial manufacturers, consumer goods manufacturers, and advertising agencies, Type III viewed corporate advertising as an effective part of a total plan, though not capable of achieving tangible objectives by itself. Type and size of firm were the only demographics which could be significantly related to the attitude patterns.These findings indicate that although differences can be found in the management function provided by corporate advertising, respondents hold similar favorable attitudes toward corporate advertising.
dc.format.extent v, 109 leaves ; 28 cm. en_US
dc.source Virtual Press en_US
dc.subject.lcsh Corporations -- Public relations. en_US
dc.subject.lcsh Advertising departments. en_US
dc.title A comparison of attitudes toward corporate advertising : corporate executives and advertising agency executives en_US
dc.description.degree Thesis (M.A.)
dc.identifier.cardcat-url http://liblink.bsu.edu/catkey/474662 en_US


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  • Master's Theses [5318]
    Master's theses submitted to the Graduate School by Ball State University master's degree candidates in partial fulfillment of degree requirements.

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