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This chapter focuses on selected collaborative initiatives involving academic and student affairs at the University of Tennessee, Knoxville. [ABSTRACT FROM AUTHOR]

In an effort at developing messages that are sensitive to societal determinants and expectations about probreast health behaviors for an underserved population, a qualitative approach was driven by the research question, “What message strategies will motivate Appalachian women to attend to breast health issues and become actively involved in their own breast health?” Based on group interviews with 77 women, two types of messages were found to be particularly motivating: messages that reflect the women’s roles as care givers and the self-perceived reality that the women in this population cannot depend on anyone but themselves. [ABSTRACT FROM AUTHOR]

Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising form—particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectiveness as well as antecedent variables in the context of 629 Korean and American consumers. Entertainment and credibility were key factors predicting positive attitude and purchase intention among both Koreans and Americans. However, this study found multiple cross-cultural differences—particularly in informativeness, perceived interactivity, and the value of mobile advertising. Theoretical explanations and practical implications are suggested. © 2008 Wiley Periodicals, Inc. [ABSTRACT FROM AUTHOR]