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SEE IT WANT IT BUY IT
THE CHANGING FACE OF THE EARLY ADOPTER IN HIGH TECHNOLOGY
AND THE TECH INDUSTRY’S TARGETED PUBLIC RELATIONS CAMPAIGNS
by
Eli Menaker
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2011
Copyright 2011 Eli Zelig Menaker
Object Description
| Title | See it want it buy it: the changing face of the early adopter in high technology and the tech industry's targeted public relations campaigns |
| Author | Menaker, Eli Zelig |
| Author email | elimenaker@gmail.com; emenaker@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-01 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-04 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Wang, Jian "Jay" Kotler, John |
| Abstract | This thesis set out to determine in what way early adopters of high technology have changed in the past three decades. From the release of the first computer for mass consumption, to the release of the iPad, this thesis looks at the demographic shift of consumers and how it effects the product launch, release and marketing campaigns. By deconstructing product launch campaigns through the years we can see how the adopters have been targeted both successfully and unsuccessfully. This thesis also looks at the effect of potential adoption barriers and how they have changed as well as how they relate to different adopter types. A survey, conducted by the author, sheds some light on the motives and demographics of adopters as well as how they see themselves in relation to technology consumption. The results reveal an apparent change as technology becomes more of a lifestyle accessory, and less focused on business or information technology needs. The author also pieces together several outside studies about marketing to early adopters and various demographic groups. |
| Keyword | public relations; Apple; Google; RIM; iPhone; BlackBerry; iPad; technology; product launch; unveiling |
| Coverage date | 1980/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3899 |
| Rights | Menaker, Eli Zelig |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Menaker-4569 |
| Archival file | uscthesesreloadpub_Volume32/etd-Menaker-4569.pdf |
Description
| Title | Page 1 |
| Full text | SEE IT WANT IT BUY IT THE CHANGING FACE OF THE EARLY ADOPTER IN HIGH TECHNOLOGY AND THE TECH INDUSTRY’S TARGETED PUBLIC RELATIONS CAMPAIGNS by Eli Menaker A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2011 Copyright 2011 Eli Zelig Menaker |
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