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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

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