Tag Archives: William N. Swain

We Like It, We’re Doing It, But Do We Know What It Is (Yet)? An Exploratory Study of Integrated Marketing Communications

William N. Swain Olga Zatepilina Lisa Chmiola Qian Hua Lisa Moceri Payal Dev [WJMCR 4:4 September 2001] Sections:  Abstract|Introduction|Research Questions|MethodologyDiscussion |Findings |Conclusion Abstract The literature on integrated marketing communication (IMC) in the latter half of the 1990s offers evidence that a debate over the definition of the concept remains unresolved. A survey was conducted in 2001 to investigate perceptions of the status of […]

If My Commercial Makes Fun of My Political Opponent, Do My Race and My Gender Make a Difference?

William N. Swain, Gary A. Copeland and Karen S. Johnson-Cartee [WJMCR 3:4 September 2000] Sections:  Abstract|Introduction|Hypotheses|Methodology|Findings|Discussion Abstract An experiment tested the effects of the race and gender of the sponsor of a humorous negative political commercial on perceptions of the sponsoring candidate, the commercial itself, and a white male political opponent. Five groups of participants read […]