Date Approved

9-1-2005

Embargo Period

4-11-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

FitzGerald, Suzanne Sparks

Subject(s)

College students--Alcohol use--New Jersey; Drinking of alcoholic beverages--Social aspects--New Jersey

Disciplines

Public Relations and Advertising

Abstract

The purpose of this study was to determine the most effective PR/Advertising techniques to disseminate an Alcohol Social Norms Campaign at college campuses. The techniques used were analyzed for their effectiveness in reaching students and decreasing binge drinking rates. Three New Jersey colleges were studied: Rowan University, Ramapo College of New Jersey and The College of New Jersey.

The researcher collected primary data from the brag books of the three colleges for the fiscal year 2004 Alcohol Social Norms Campaigns, personal interviews with the Project Directors of these campaigns, and focus groups comprised of college students. The research supported the hypotheses that certain PR/Advertising techniques applied to an Alcohol Social Norms Campaign will more effectively reach the greatest number of students and that by using the most effective techniques binge drinking rates will decrease.

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