From the link to www.masterdissertations.com, I am guessing you are doing a Masters thesis, but even so, I would strongly advise looking first in Proquest's "Dissertations & Theses Fulltext" database. All major universities subscribe to this, and even some large colleges, but its title varies in the "Databases" or "Online resources" lists. Here at U of Maryland, we list it under Dissertations…, but many other places call it Proquest Dissertations. If you limit to "all fields - no full text" search, it gets 54 hits for the search: (nontraditional or "non traditional") and advertis*. If you search full text, which generally goes back only to about 1996, you would be well advised to use "proximity search", to look for words close together in those sometimes 100 + page dissertations. All Fields + Full text search for: (nontraditional or "non traditional") w/20 advertis* gets 116 hits, but I am not sure it really looks for either the word or the phrase within 20 words or less of advertis* (which includes advertise, advertisers, advertisement, advertising…, etc). Proximity search is safer doing single pairs of words/phrases at a time. I get 76 hits for "non traditional" w/20 advertise* and 42 for: nontraditional w/20 advertise*. Also, Proquest first gets 224 hits for fulltext search: (nontraditional OR "non traditional") w/20 advertise*, and asks: "Did you mean (nontraditional OR "non traditional") w/20 advertise*. When I clicked to re-search that hot-linked search, it gave 116 hits.
