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Thesis (M.S.)—University of Nebraska—Lincoln, 1991. Department of Journalism.


Copyright 1991, the author. Used by permission.


This thesis explored what role corporate executives expected advertising to play during a period of planned business expansion.

For this exploratory study, in-depth interviews were conducted with the presidents, chief executive officers, or managing directors of 18 businesses located in Nebraska.These businesses had publically pledged to expand capital investment and create new jobs in order to qualify for tax credits granted under LB 775, the Nebraska Employment and Investment Growth Act.The companies selected were engaged in a variety of business activities and had corporate assets of from $10 million to more than $1 billion. The findings are consistent with well-established communication theories but suggest a new aspect for the study of advertising.

The major findings of this study are that: executives expect advertising to play a major role during expansion and they expect to spend more money on advertising; executives derive personal satisfaction and enjoyment from the challenges provided by expansion and change; executives expect to be directly involved with their advertising because advertising is considered to be at the center of their business expansion and opportunity for profit; and their involvement with advertising, they report, brings executives personal pleasure.

Advisor: Wilma Crumley