Document Type


Degree Name

Master of Arts

Chairperson (Advisor 1)

Dr. Kimora Kachelmyer

Reader (Advisor 2)

Dr. Charlotte Knoche


This study was designed to understand the effectiveness of strategic versus tactical advertising in Rural Cellular Corporation's (RCC) wireless environment. The study was conducted in RCC's Midwest footprint, primarily in and around Alexandria, Minnesota.

Thirty consumers were interviewed regarding their views of wireless advertising, including brand recall and advertising message recall. Participants were also shown two print advertisements for review. One advertisement was strategic in nature, while the other was tactical. Participant's opinions were examined to understand which strategy, tactical or strategic, would best increase RCC's penetration.

The data gathered reveals strategic advertising will increase the penetration rates more effectively than tactical advertising. This thesis contains the data, analysis, conclusions, and recommendations for further research.


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