Graduation Year


Date of Submission


Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Ketan Mhatre

Rights Information

© 2014 Marissa Suehiro


With the surge of technological advancements in the 21st century, online advertising and marketing has transformed into a multi billion-dollar industry. Nowadays, it is very likely that a company’s success is dependent on the effectiveness of its online marketing strategy. When developing an advertising plan, companies must decide what their unique advertising needs are and use appropriate advertising formats that are most effective in achieving them. Unfortunately, companies often have very little guidance about how to choose modalities for specific advertising goals. The purpose of this paper is to examine the six most widely used online advertising modalities and the psychological frameworks that explain their effectiveness on developing positive brand attitudes among consumers. By doing so, a company would be better able to decide what kind of advertising modality would best fit their unique advertising needs. Using these findings, this paper develops a prescriptive model tailored for the specific advertising needs of one of the most widely known organizations in the world, the Professional Golfers’ Association.

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Psychology Commons