WorldCat Identities

Penrod, Camille Marie

Works: 1 works in 1 publications in 1 language and 1 library holdings
Roles: Author
Classifications: AS36.B752,
Publication Timeline
Most widely held works by Camille Marie Penrod
Case study : role of public relations research and persuasion in two commercial campaigns by Camille Marie Penrod( )

1 edition published in 2015 in English and held by 1 WorldCat member library worldwide

This thesis presents two commercial campaigns and evaluates them based on PR theory and practices. Two separate commercials produced by PepsiCo and Groupon were intended to market their products to new customers. However, the advertisements actually resulted in a negative response to both companies and their products creating a PR crisis. The cases have been analyzed for patterns which were then used to identify if PR research is a viable method for creating more persuasive campaigns. Results are then determined by comparing campaign patterns to research best practices and persuasion theory
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