Title page for ETD etd-10112006-113524


Type of Document Master's Thesis
Author Starr, Jeremy John
Author's Email Address jeremystarr7@yahoo.com
URN etd-10112006-113524
Title An Analysis of the Relationship between City Typology, Interactivity and Advertising Message Strategies of American Municipal Web Sites
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Lance Porter Committee Chair
Andrea Miller Committee Member
Anne Osborne Committee Member
Keywords
  • structural interactivity
  • message strategy
  • advertising strategy
  • creative advertising strategy
  • place marketing
  • city marketing
  • city advertising
  • city web site
  • Taylor's six-segment strategy wheel
Date of Defense 2006-05-17
Availability unrestricted
Abstract
This study became to first to scientifically explore the relationship between city typology and the use of advertising message strategy and interactivity within municipal web sites. The study used Taylorís six-segment strategy wheel to analyze message strategies and previous scales of interactivity to analyze structural interactivity. Medium-size cities and cities within the South and West geographic regions more likely used sensory strategies within their web sites. Cities with racially diverse populations more likely used sensory strategies within their web sites as well. Large cities and central cities, both with large populations, used the most interactive strategies within their sites compared to their respective classifications. Cities within the mountain geographic division used the most interactive features among geographic locations and more racially diverse cities used more interactive features than predominantly Caucasian or minority populations. Thus, both message strategy and interactivity proved to share relationships with city typology.
Files
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