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Date of Award
2005
Document Type
Thesis - Pacific Access Restricted
Degree Name
Master of Arts (M.A.)
Department
Communication
First Advisor
Carol Hackley
First Committee Member
Qingwen Dong
Second Committee Member
Alan Ray
Abstract
This case study examines how Wal-Mart's global public relations activities have improved and are successful. Quantitative and qualitative triangulation methodology was used to create greater balance in the results. The case study illustrates Wal-Mart's success in both the use of advertising as a public relations tool, and its strong, improved media relationship building. Additionally, through the qualitative research, a list of suggested attitude and character traits was conceived. This study illuminates how the media, government and Wal-Mart are each able to control information and how each set and respond to the agenda in California. Study findings relate the use of advertising, law of least denomination, a "fair share" of product, and accessibility. Wal-Mart was unsuccessful with getting its message out through traditional media outlets, so it used advertising to enhance public relations efforts. The law of least denomination works! Wal-Mart challenges the capacity of all retailers to organize their own economic life. (Abstract shortened by UMI.)
Pages
124
ISBN
0542479257 , 9780542479250
Recommended Citation
Howard, Timothy Lent. (2005). Wal-Mart's agenda: “No community left behind.” A case study of Wal-Mart's communication success and lack thereof in California. University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/2685
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