Dissertation/Thesis Abstract

Promotional Communications: Professional Writing for Local Organizations
by Richard, Kassie, M.A., University of Louisiana at Lafayette, 2017, 50; 10681103
Abstract (Summary)

This thesis explores the use of Facebook as an advertising tool for small businesses. It views advertising through Facebook from the perspective of a professional writer, looking at the context, audience, goals, and media to provide small businesses with guidelines for building Facebook advertising campaigns. This report will discuss 1) the audience for advertising campaigns, 2) the need for a professional writing approach for context and design, 3) the features of Facebook that complicate marketing efforts, and 4) the analysis of a local marketing campaign on Facebook. In the conclusion, the report will summarize recommendations to small businesses interested in using Facebook for promotional purposes. The report is accompanied by a detailed portfolio including works created for various local organizations.

Indexing (document details)
Advisor: Gonzales, Randy
Commitee: Davis-McElligatt, Joanna, Honegger, Mark
School: University of Louisiana at Lafayette
Department: English
School Location: United States -- Louisiana
Source: MAI 57/05M(E), Masters Abstracts International
Subjects: Marketing, Communication
Keywords: Communications, Digital marketing, Facebook, Professional writing
Publication Number: 10681103
ISBN: 978-0-355-85417-6
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