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PERCEIVED REALITY DEPICTED IN MEDIA BRANDING OF

PERCEIVED REALITY DEPICTED IN MEDIA BRANDING OF 2025

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The thesis investigates the impact of media branding by a for-profit university on the behavioral decisions of non-traditional students considering higher education. It employs a quantitative approach, utilizing surveys to analyze responses from potential students and current students regarding their perceptions of the university's branding. The study finds that while non-students are influenced by the media portrayal and express interest in contacting the university, current students feel that the branding does not accurately reflect their educational experiences. The research highlights the need for improved media literacy to help individuals critically assess media messages.

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What is the brand perception theory?

Brand perception isnt just about the recognizability of a brands logo or products but encompasses the emotions and values consumers associate with it. Its a comprehensive view of customers interactions, experiences, and the brands communication efforts.

What is the perception theory of marketing?

Perception theory is integral to advertising strategies, as it addresses how consumers interpret and internalise advertisements. This theory guides advertisers to craft messages that resonate with the audiences existing beliefs and attitudes to foster a favourable reaction.

How does social media portray reality?

In our most recent paper, we argue that social media acts like a funhouse mirror, exaggerating and amplifying certain voices and behaviors while diminishing others. This warping of reality happens because social media platforms are dominated by a small, vocal minority of users who post extreme opinions or content.

How does media shape our perception of reality?

ing to the theory, individuals consistently exposed to media content over a prolonged period tend to interpret social realities based on how they are portrayed. Consequently, this exposure has an impact on the attitudes and behaviors of the audience [9].

What does perception is reality mean in marketing?

We often hear the saying perception is reality. This concept, very popular in the marketing world, refers to the fact that consumers act based on what they perceive, not necessarily on objective realities. For marketing professionals, this difference is crucial.

What is the brand theory of marketing?

Its how well a brands image, messaging, and values are understood in the market. In a sense, it is a measure of how well a companys brand marketing is performing. If it is performing well, a brand should be clearly differentiated from competitors and alternatives.

What is the perception concept theory?

Perception-based theories of concepts hold that concepts represent categories exclusively in terms of perceivable qualities and relations. A concept such as GORILLA, then, would be made up of stored perceptual images of gorillas and their typical behavior.

What is the importance of brand perception?

How consumers perceive a brand can significantly impact consumer trust, loyalty, and purchasing decisions.

PERCEIVED REALITY DEPICTED IN MEDIA BRANDING OF 2025

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