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- Creators: Department of Information Systems
Description
The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the recognizable—and unrecognizable—firms scattered around the world today. In the United States alone, there are roughly 13.4 thousand agencies, many of which also have branches in other countries. The evolution of the modern advertising agency coincided with, and even preceded, some of the major inflection points in history. Understanding how and why changes in advertising agencies affected these inflection points provides a glimpse of understanding into the relationship between advertising, business, and societal values.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The nonprofit sector has experienced exponential growth in recent decades, thus creating a separate industry for nonprofits—an industry that requires education and training to run efficiently and successfully. As a result, Nonprofit Management Education (NME) at both graduate and undergraduate levels has steadily increased in number and demand. Recent changes in the political climate and changes in the government funding present new challenges to nonprofit professionals, thus enhancing the value of specific NME to prepare professionals for these challenges. To leverage NME and ensure that students are adequately prepared for these challenges, it is important to design curriculum that addresses the needs of the growing nonprofit industry. The Nonprofit Academic Center of Councils is the creator of the NACC Curricular Guidelines, which are currently used as a model all NME curricula should emulate. This study utilizes Arizona State University (ASU) to compare its current curriculum model to the NACC Curricular Guidelines, as well as the current challenges facing the nonprofit sector. In so doing, this study will provide an in-depth overview of NME at ASU through 1) focus groups of nonprofit leaders; 2) survey data from former students; and 3) curriculum mapping.
The comprehensive results indicated areas of opportunity for both ASU and the NACC Curricular Guidelines. According to the feedback of students, nonprofit professionals, and the current state of the ASU curriculum, ASU may wish to increase emphasis on Financial Management, Managing Staff and Volunteers, Assessment, Evaluation, and Decision Making, and Leading and Managing Nonprofit Organizations. After considering feedback from nonprofit professionals, NACC may consider amending some new competencies that reflect an emphasis on collective impact, cross sector leadership, or relationship building and the use of technology for nonprofit impact. The research team recommends accomplishing these changes through enhancing pedagogy by including case studies and an integrated curriculum into the ASU NME program. by applying the suggested changes to both the ASU curriculum and the NACC guidelines, this research prepares both ASU and NACC towards the process of accreditation and formalizing the NLM degree on a national level.
The comprehensive results indicated areas of opportunity for both ASU and the NACC Curricular Guidelines. According to the feedback of students, nonprofit professionals, and the current state of the ASU curriculum, ASU may wish to increase emphasis on Financial Management, Managing Staff and Volunteers, Assessment, Evaluation, and Decision Making, and Leading and Managing Nonprofit Organizations. After considering feedback from nonprofit professionals, NACC may consider amending some new competencies that reflect an emphasis on collective impact, cross sector leadership, or relationship building and the use of technology for nonprofit impact. The research team recommends accomplishing these changes through enhancing pedagogy by including case studies and an integrated curriculum into the ASU NME program. by applying the suggested changes to both the ASU curriculum and the NACC guidelines, this research prepares both ASU and NACC towards the process of accreditation and formalizing the NLM degree on a national level.
ContributorsFindlay, Molly Rebecca (Author) / Legg, Eric (Thesis director) / Ashcraft, Robert (Committee member) / Department of Information Systems (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
This thesis examines Endgame, a gaming themed bar and restaurant located in the heart of Tempe, Arizona on Mill Avenue. The business serves regular bar fare and offers a wide selection of video games for its customers to play and enjoy. Recently Endgame recognized that it was unsatisfied with its current revenue stream, prompting this investigative study. Upon completing this project, three business problems that are limiting Endgame's revenue growth were identified. The issues identified were: food sales, visibility/access, and alcohol sales. To better understand each of these issues a study was conducted in the form of ethnography research and a survey was distributed to Endgame's target market. Two instances of observational research were conducted and a survey was distributed to 400+ students in the W. P. Carey School of Business. The data collected revealed underlying sentiments about Endgame's food/beverage service and issues related to locating the bar. This investigation revealed that ordering food and beverages at Endgame is difficult and not a straight forward process. This led to a set of recommendations related to creating an efficient and simple ordering process. The study also showed that Endgame (which is on the second floor of a building) lacks the appropriate signage to indicate its location. Using this information, recommendations were made for Endgame to create additional signage near stairs and elevators to indicate their location. The research also revealed a general lack of consumer awareness in relation to alcoholic beverages that contributed to low sales. This led to a strategy to revitalize Endgame's marketing campaign and a redesign of their beverage menu. Outside of the three business problems found during observational research, several other areas were examined in the survey at the request of Endgame's management. These areas revealed additional understandings into consumer behavior and feelings towards Endgame. These customer insights along with the recommendations given in this paper will be used by Endgame to increase their overall business revenues.
ContributorsPaplham, Tyler James (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This thesis, entitled "A Community Perspective on Alcohol Education," was conducted over a ten month period during the Spring 2014 and Fall 2014 semesters, composed by Christopher Stuller and Nicholas Schmitzer. The research involved interviewing twelve professionals from Arizona State University and the City of Tempe to gather a holistic view on alcohol education and alcohol safety as it involves the students at ASU. Upon completion of the interviews, recommendations were made regarding areas of improvement for alcohol education and alcohol safety at Arizona State University. These recommendations range from creating a mandatory alcohol education class to passing a Guardian Angel Law to creating a national network of alcohol education best practices. Through this thesis, the authors hope to prevent future alcohol related injuries, deaths, and tragedies. For the final display of this thesis a website was created. For the ease of reading, all information has been presented in text format.
ContributorsSchmitzer, Nicholas (Co-author) / Stuller, Christopher (Co-author) / Koretz, Lora (Thesis director) / Scott Lynch, Jacquelyn (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / School of Accountancy (Contributor) / Department of Supply Chain Management (Contributor)
Created2014-12
Description
This piece aims to discuss the roles of emerging geographies within the context of global supply chains, approaching the conversation with a "systems" view, emphasizing three key facets essential to a holistic and interdisciplinary environmental analysis: -The Implications of Governmental & Economic Activities -Supply Chain Enablement Activities, Risk Mitigation in Emerging Nations -Implications Regarding Sustainability, Corporate Social Responsibility In the appreciation of the interdisciplinary implications that stem from participation in global supply networks, supply chain professionals can position their firms for continued success in the proactive construction of robust and resilient supply chains. Across industries, how will supply networks in emerging geographies continue to evolve? Appreciating the inherent nuances related to the political and economic climate of a region, the extent to which enablement activities must occur, and sustainability/CSR tie-ins will be key to acquire this understanding. This deliverable aims to leverage the work of philosophers, researchers and business personnel as these questions are explored. The author will also introduce a novel method of teaching (IMRS) in the undergraduate business classroom that challenges the students to integrate their prior experiences both in the classroom and in the business world as they learn to craft locally relevant solutions to solve complex global problems.
ContributorsVaney, Rachel Lee (Author) / Maltz, Arnold (Thesis director) / Kellso, James (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor)
Created2015-05
Description
In the United States, more than 22 million people are estimated to be affected by the chronic illness, asthma (American Lung Association [ALA], 2014). Of those 22 million, approximately 7.1 million are children (ALA, 2014). An important factor in trying to curb the frequency of asthma attacks is education. Particular elements of asthma education include symptom recognition, self-management skills, correct administration, and understanding how medications are used to control asthma. A review of the literature shows that multimedia education holds some promise in increasing asthma-knowledge retention. This creative project involved the creation of an asthma-education video with a concomitant asthma-education comic book. Of the two creations, the asthma-education video was used in a former Doctorate of Nursing Practice (DNP) student’s study to supplement a session at a clinic with an asthma educator. The tools included in the study, the Asthma Medication Use Questionnaire (Moya, 2014) and the Asthma Control TestTM (ACTTM; QualityMetric Incorporated, 2002), were completed by the participants prior to and after the implementation of the session that incorporated the video. The results suggested that the video had an effect on asthma control as measured by the ACTTM (QualityMetric Incorporated, 2002), but not on daily preventative asthma inhaler usage as measured by the Asthma Medication Use Questionnaire (Moya, 2014). The comic book has not been evaluated yet. Both multimedia education tools—the comic book and the video—were created as a requirement for the Barrett thesis.
ContributorsVanhkham, Sophia (Co-author) / Wells, Amanda (Co-author) / Stevens, Carol (Thesis director) / Vana, Kimberly (Committee member) / Barrett, The Honors College (Contributor) / Arizona State University. College of Nursing & Healthcare Innovation (Contributor) / Department of English (Contributor) / School of Art (Contributor)
Created2015-05
Description
In today's world, critical thinking and using a systems approach to problem solving are skills that are far too rare. In the age of information, the truth has become muddled by "fake news" and a constant barrage of exaggerations or blatant falsehoods. Without critical thinking skills, "many members of our society do not command the scientific literacy necessary to address important societal issues and concerns" (NCES 2012, p.11). Additionally, far too many people are incapable of thinking long term and understanding how their actions affect others. Because of this shortsightedness our world is facing one of its biggest ecological crises \u2014 global warming confounded by overpopulation and overconsumption. Now, more than ever, it is critical "for our young people to have a basic understanding of the relevant scientific ideas, technologies and ethical issues and powers of reasoning, to be prepared to face these issues" (Harlen et al., 2015). I believe that investigating innovative ways to teach ecology could be an important step to accomplishing this. Learning to think like a scientist forces people to rely on facts, follow similar protocols to deduce these facts, and be able to think critically about misleading events. More specifically, ecology education will allow people to develop those skills while also learning about team work, open-mindedness, and their environment. Ecology is defined as "the branch of biology that deals with the relations of organisms to one another and to their physical surroundings" (Dictionary.com, 2018). It is clear that this subcategory of science could act as a powerful introduction to the scientific world and how we relate to it. Its introduction at a young age has the potential to create a generation of conscientious and curious lifelong learners. In an attempt to support effective ways to teach ecology, I developed an educational unit and applied it in different educational contexts. My target audience was elementary aged students and I tested this unit with children in Phoenix Metropolitan Area afterschool programs. I taught core concepts of ecology \u2014 the water cycle, the sun's energy, plants and photosynthesis, and food webs \u2014in a sequence of lesson plans that build upon each other. Finally, I determined the appropriate age group and setting for these lesson plans through research and in-class observations. In this document, I explain the process I went through in developing my lesson plans, why I felt compelled to make them, and my experiences in implementing them.
ContributorsVotaw, Alexandra Lindsay (Author) / Larson, Kelli (Thesis director) / Herrmann, Lisa (Committee member) / York, Abigail (Committee member) / School of Art (Contributor) / The Design School (Contributor) / School of Life Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The way that people consume media is changing. While every platform seems to shift to video, there is a not-so-quiet revolution going on in the podcast industry. Each week, 10,000 new podcasts are created and uploaded and this number continues to grow (Moore, 2018). As the prevalence of smartphones, faster download speeds, and streaming platforms have proliferated across the globe, more and more people are turning to podcasts to get their content fix. Young professionals are especially drawn to the format because it fits perfectly into their busy lifestyles. This thesis explored how to create, produce, and market a podcast to college students and entry level workers that are interested in pursuing a career in advertising. We collected data through conducting depth interviews and an online survey to podcast listeners as well marketing and design students. The insights drawn from this research were combined with a thorough trend analysis of the podcast market to find the factors that matter most to the target consumer. From there we produced eight episodes of the podcast and released them over a timespan of two and a half months. Finally, paid social media advertisements were used to target students at major advertising colleges around the country. The results of this thesis found that there are a number of important takeaways from the process that can help anyone build a podcast brand, audience and media strategy. Our research found that prospective podcasters should: maintain a consistent upload schedule, invest in audio quality, experiment with content strategy, know their target audience, own your show’s brand, and not rely on just one audio streaming platform.
ContributorsLarkin, Brianna Nicole (Co-author) / Larkin, Brianna (Co-author) / Teixeira, Trent (Thesis director) / Eaton, Kathryn Karnos (Committee member) / Giles, Charles (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The "Dutch Dukeout" is a memorial, community engagement venture founded by Scott Fitzgerald and Sam Minton. The event was also supported and facilitated through the help of a third party member, Dylan Bryant. The "Dutch Dukeout" will continue annually, as an opportunity for Brophy College Preparatory alumni and current students to come together and connect. This venture also exists to celebrate and honor the life and legacy of Fr. Harry "Dutch" Olivier, a former, prominent faculty member of Brophy. Additionally, the "Dutch Dukeout" aims to raise money to support the Brophy Scholarship Foundation, a resource for current Brophy students to offset the financial burden it costs to attend the prominent college preparatory. Foremost, the "Dutch Dukeout" flag football tournament provides a powerful way for Brophy Alumni to reconnect with their school. By communicating and participating with graduates from various classes, alumni have an opportunity to provide valuable life lessons and share personal stories with the youth, as well as bond over their shared experience at Brophy. For a school that is able to continually develop community leaders and social activists, the "Dutch Dukeout" provides a platform for collaboration and inspiration for everyone who participates. By raising money to support the Brophy Scholarship Foundation and providing an opportunity for alumni to engage in their community, the "Dutch Dukeout" is an event that truly embodies Fr. Olivier's values and beliefs. This thesis report documents the ideas, work and efforts that were completed to launch and then ensure the success and longevity of the venture. It also serves as an example for future social entrepreneurs who aim to make a difference in communities of their own.
ContributorsFitzgerald, Scott (Co-author) / Samuel, Minton (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05