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 […]
Tag Archives: William N. Swain
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 […]