University of Windsor Participants Native Advertising Disclosure Wording Data Analysis

Document Type:Thesis

Subject Area:Media

Document 1

The above reveals that the majority of the participants were aged 18 years followed by those with 19, 20, and those above 23. The least were those that chose not to reveal their age followed by those of 17 and below. Home Faculty of Participants Part of the demographic factors was the home faculty of the participants. represents the faculty of Arts, Humanities, and Social Sciences, 2 represent the faculty of education while 3 represents the faculty of Engineering. represent the faculty of Human kinetics while 5 stands for the faculty of Law. On the other hand, 6 represent the faculty of Nursing, 7 stands for Odette School of Business while 8 represent the faculty of Science. These are all summarized in the pie chart below: The pie chart reveals that the faculty of arts, humanities, and social sciences was most represented in the study followed by the faculty of science. The faculty of Engineering followed in third with nursing in line followed by Odette School of Business. The least represented faculty was that of education followed by that of human kinetics that appeared last and second last respectively. Participation in Media Studies Seeking to identify if the participants had taken part in a media study course at any secondary or post-secondary level in the past four years was aimed at revealing knowledge of the participants on the subject under consideration. The results of this part of the discussion reveal that the majority of the participants had not taken part in media studies with only 166 participants having taken part in these studies.

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These are further represented by the pie chart below: Followed by the above question was the identification of the number of courses or media studies that those that had answered yes to the above question had taken. Some of these had taken only an introduction to media studies while the vast majority had only taken part in one course. Some others had taken part in over 5 courses with some indicating 2 while others indicated by a show of the period of time they had spent on these courses. Some were still undertaking the course and therefore still featured as those that had undertaken a media studies course. Other participants were taking media studies and other related courses as a means of sharpening their media studies skills which further enhances their participation in this study.

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Participation of Article in Selling a Product According to a majority of the participants, the article provided is trying to market to them products as revealed by the response on the question seeking to establish if the article is developed with intention of selling a product. The bar graph below provides a summary of the responses obtained on this question. The question saw a large majority of the participants answer that they agreed followed by those that indicated that they strongly agreed. The least number of participants strongly disagreed with this question followed slightly with those that plainly disagree. Based on these results, it is evident that the majority of the participants agree that the article was intentionally trying to convince them of an ideology of an organization. Further following up on the same aspect, the respondents believed that the article was intentionally written to provide a positive outlook of the organization as revealed by the graph below: The graph reveals that majority of the respondents disagree that the article is intentionally written to be positive about an organization.

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These are followed by those that agree following those that strongly agree and those that strongly disagree. Generally combining those that agree and those that strongly agree reveals that the respondents believe the article was intentionally written to be positive about the organization. The results further reveal that the participants believe that the intention of the article is to promote the ideology of the organization but the article was not solely written intentionally to be positive about the organization. They also avoid any content aimed at an advertising display by content developers. In response to this, content developers have now focused on building subtle ways of in which advertising material is reached to consumers. It is through this that native advertising has emerged. Native advertising as discussed in the literature review has revealed that advertising content is presented in form of editorials in which articles rank among the best examples.

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Cool sell as Michael Serazio’s (2013) theory refers to it has provided a more polite yet convincing way of promoting products and influencing an audience towards an ideology (Wojdynski & Evans, 2014). The participants that had no idea of the ideology would learn of it and those that had contrary beliefs to would be influenced to change their thoughts. Those that had a similar or are in support of the organization's ideology would further gain affirmation of the same influencing its promotion. The article also identified that the articles did not only promote the ideology to them but tried to convince them that the ideology of the organization was right and hence their need to associate with it. Considering this is done deliberately further proves that native marketing is identified in the article and is therefore used to promote an ideology.

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A change in the company's ideology would also follow the same avenue in creating a population effect with articles used in influencing the population towards the new ideology. Selling a Product to Customers The survey asking of the participants believe the writing of the article was trying to sell the products to them affirms that the intention of the article is to promote the purchase of the products which in turn is an intentional influence on the sales. Therefore, revealed from the above, it is evident that native marketing can contribute to the positive market effect. It is also possible for it to contribute to the negative market effect. Shading a product in a bad light to this market also creates a negative effect on consumers. Continuous discussion of the negative effect of the product to the consumers may result in many consumers shunning the product due to these identified dangers.

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Bendetti, (n. d) reveal that the introduction of digital technology in marketing has provided a replacement to the failed traditional marketing approach resulting in significant losses of jobs for those that practiced traditional marketing. The desire to keep the newsrooms alive as revealed in the prior sections of the study has influenced the birth of digital media that has promoted the growth of native advertising. The ability of digital media to reach a wider coverage and its ability to propel information faster compared to the traditional approaches has seen increasing support and application of this form of media. It is from this that advertising has also taken advantage and grown over the period to cover vast populations influencing a marketing effect on those that encounter or interact with material drawn from this line of marketing.

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The article intends to influence consumers towards a purchase decision on the products presented and identification with the ideology of the company. As presented in the study above, these are all features of native advertising which have emerged as a result of digital marketing and improvement in connectivity resulting from advancement in technology. References Benedetti, P. n. d. In: Association for Education in Journalism and Mass Communication, 1-25.

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