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- All Subjects: Marketing
- Creators: Department of Management and Entrepreneurship
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Leonardo's anatomical studies of the heart demonstrate the dependency of form and function on one another and that their combined activity leads to a comprehensive understanding of the cardiovascular system. While Leonardo was able to make incredible deductions regarding the heart's anatomy and physiology through the concepts of form and function, it is evident that his preconceptions hindered him from realizing the full scope of his individual findings. In this paper, I will evaluate the perception of anatomy, the manner in which anatomical knowledge was acquired, and the resultant traditional understanding of the cardiovascular system during Leonardo's lifetime. Leonardo's drawings of the heart will then be analyzed to determine what conclusions he was able to make regarding the heart's anatomy and physiology. Finally, I will compare Leonardo's findings to the modern understanding of the cardiovascular system. Because Leonardo's anatomical studies were hidden from the world for so long, many of his conclusions regarding the heart did not come to light before other individuals had already begun to reach them on their own. Although he made incredible leaps in the understanding of the cardiovascular system, he made little contribution to modern cardiology. Now Leonardo's work can only be examined retrospectively to determine the accuracies and inaccuracies of Leonardo's conclusions in comparison to our modern understanding.
ContributorsMulligan, Kelly Suzanne (Author) / Codell, Julie (Thesis director) / Martin, Thomas (Committee member) / School of Art (Contributor) / School of Life Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Arizona State University has prided itself on the mission to become a global leader in innovation, sustainability, and inclusion for students of all backgrounds. To provide the most meaningful experiences and promote student growth both personally and professionally, the university offers over 800 students organizations for involvement and leadership on campus. With a heavy reliance on paper and print materials, large-scale engagement events such as Passport to ASU and Panhellenic Formal Recruitment have become wasteful and inefficient, straying from the goals established by university president, Michael M. Crow. The processes involved within these two events are outdated and limit accessibility for many students, minimizing the opportunity to get involved and connect with their peers. Engage is a company founded by an Arizona State University student, hoping to find feasible solutions to meet the needs and improve the overall student engagement experience. By designing two separate mobile applications for Passport to ASU and Panhellenic Formal Recruitment, Engage has eliminated the need for paper and print materials while simplifying the event processes for incoming students and the organizations. These apps will similarly improve accessibility for all students, allowing users to get involved and connect with peers without limitations such as transportation or time. Innovation is a key focus of Arizona State University, and to stay competitive they must find new ways to improve the student experience and modernize current offerings. Getting involved is often considered one of the defining parts of collegiate life, and the university must work to maximize opportunities and make the transition as effortless and enjoyable as possible. By implementing these two mobile apps, student engagement will reach new heights and realign with the missions Arizona State University was founded upon.
ContributorsFitzgerald, Paige Elizabeth (Author) / Montoya, Detra (Thesis director) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This thesis examined whether the saturation of the social identity environment could impact consumer decision-making and preferences. One experimental study revealed that consumer preference for identity-salient products is moderated by the strength of the identity of the consumer and saturation of the social identity environment. Results showed that when participants held a strong native membership, they were more likely to engage with identity relevant products when in an unsaturated (vs. saturated) social identity environment. Conversely, participants who held a low native membership were more likely to engage with identity relevant products when they are in a saturated social identity environment vs. an unsaturated social identity environment.
ContributorsRamohalli, Kavitha (Author) / Kristofferson, Kirk (Thesis director) / Morales, Andrea (Committee member) / Department of Information Systems (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Study abroad provides an opportunity for students to grow, earn academic credit, and explore the world. The experience helps students develop a new set of skills and engage in another culture. However, only a small percentage of students across the United States participate in this opportunity. The purpose of this thesis is to investigate why students study abroad or choose not to. More specifically, this study examines the motivations and obstacles students have to studying abroad. The other questions that contribute to this study are: Why are students unable to study abroad? How do certain personality traits affect a student's choice to study abroad? How can university study abroad organizations attract more students to participate in their programs? Before conducting research, the author reflected on her reasons for studying abroad, the problems she encountered, and her overall experience. Based on her experience and knowledge as an ASU Study Abroad Recruiter, she identified the different types of students who have not studied abroad. These are: students who plan to study abroad, are unable to study abroad, and who do not want to study abroad. To address the purpose of this study, the author created survey questions based on her experience and background research. She conducted research through a survey on Qualtrics and administered it to college students in the W.P. Carey School of Business. After reviewing the results, she came to several conclusions that can serve as guidelines for marketing study abroad to different types of students. Based on these conclusions, the author developed marketing messages to appeal to students with certain personality traits as well as to students who have not studied abroad. For each message, she created a sample of an ad that can be used in print materials or social media campaigns.
ContributorsRefermat, Gianessa Marie (Author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
DescriptionArt and business thesis. Hand painted designs on shoes. Marketing. Influenced by Riley, Matisse, Delaunay, and the aboriginies.
ContributorsJacobs, Mariel Fredricka (Author) / Meissinger, Ellen (Thesis director) / Albert, David (Committee member) / Solis, Forrest (Committee member) / Barrett, The Honors College (Contributor) / School of Art (Contributor)
Created2013-05
Description
The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers, as to allow businesses to grow and develop. However, as advertising practices have continued to pester the public with increasingly invasive ads, it is important to discuss how far advertisers should go in invading the lives of the consumer. Advertising is necessary in today's world, as without it many industries that are used daily by consumers would become far less profitable without it, rendering many services and entertainment outlets unable to serve their customers. While necessary, advertising has become nothing more than an annoyance to a lot of consumers, leading to the ultimate question addressed in this thesis: where is the line? In addition to discussing many real-world examples, measuring the extent of the annoyance behind a series of controlled advertisements would become crucial in exhibiting how invasive ads can really be. This lead to the survey which aimed to discover where the line is that advertisers should not cross when continuing to create interesting ads, as they can become a nuisance to the audience they are trying to appeal to. While it is difficult to measure exactly when an advertisement becomes a detractor instead of effective marketing, it is determined that advertisers must truly embrace the audience as well as the medium they use to send their messages. Survey responses led to the conclusion that the advertising industry must be wary of what their audience is attempting to do when companies advertise to them. Advertisers must strive to not become an annoyance to the audience they are marketing to, and must create a cohesive campaign that complements the medium used as to not jeopardize the integrity of the entertainment medium.
ContributorsIvanhoe, Daniel Lee (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Despite her untimely passing in 1985, Cuban-born, American artist Ana Mendieta continues to shape modern thinking about many themes including gender, cultural displacement and body discourse. Among those profoundly influenced by Mendieta’s legacy are contemporary artists Simone Leigh and Gina Osterloh. This research critically compares Mendieta's artwork to that of Leigh and Osterloh in terms of identity, feminism, and the body. While their approaches to these themes differ, all three artists incorporate their bodies within their work in order to connect with the rest of the world.
Twelve year-old Ana Mendieta and her sister involuntarily left their family in revolutionary Cuba to live in an orphanage in Iowa. Mendieta’s art legacy includes an innovative combination of numerous mediums, including her earth-body sculptures, which amalgamated land art, body art, and performance. Realizing the feminist movement of Western (white) society largely neglected women of color, Mendieta explored her Cuban roots. Her work is both semiautobiographical and ambiguously political, appropriating indigenous components of art to address issues of identity, feminism, and ethnicity.
To begin, in chapter one I will analyze Ana Mendieta’s work in terms of a search for her personal identity. Art critics plagued Mendieta throughout her lifetime placing her in identity categories. Mendieta’s struggle to defy social constraints led her to explore identity politics throughout her work. Simone Leigh and Gina Osterloh further Mendieta’s emphasis on identity politics through complex explorations of identity within their works. Politics of identity, specifically fragmentation, cultural and self-identification, shaped Mendieta’s works. Gina Osterloh explores themes of visibility and invisibility, attempting to abstract and obscure the identity of subjects within her work. Like Mendieta, Leigh explores her diasporic roots through numerous media, including sculpture and video. Her practice is very research based and heavily considers feminist discourse and histories of political resistance.
In chapter two I will argue that Mendieta did not essentialize the female body. Her observation that the 1970s feminist movement overlooked women of color plays a significant role in her work as well as in the work of Osterloh and Leigh. All three artists seek to break through social constructions of race, gender, and ethnicity. Gina Osterloh’s performance Prick! is a post-feminist critique on call and response relationships. Mendieta’s work encapsulates third wave feminism, she sought to challenge second wave feminism’s essentialist view of femininity. All three artists address the complexities of feminism within their work explore the social constructions of gender and femininity and attempt to break down boundaries to open dialogues for new discussions about feminism. Gina Osterloh works in Los Angeles and uses photography and video as integrative sites for questions of visibility, invisibility, and perception. Within her constructed paper rooms, the body—whether human, paper-māché, wood cutout—explores the idea of camouflage.
In chapter three I will assess Mendieta’s contribution to body discourse. All of Mendieta’s video works are mute, underscoring the focus on the actions of her body. Osterloh uses abstracted bodies within her paper-constructed rooms as a means to bring awareness about the importance of not making conclusions about people and their affiliations. Leigh uses the body to go beyond Mendieta’s exploration to show the racial and gendered body in a positive light. Mendieta traces the outline of her body in the Silueta Series similar to Osterloh’s use of camouflage. Mendieta, Osterloh and Leigh use their own bodies to explore themes of the displaced, marginalized and disempowered.
Twelve year-old Ana Mendieta and her sister involuntarily left their family in revolutionary Cuba to live in an orphanage in Iowa. Mendieta’s art legacy includes an innovative combination of numerous mediums, including her earth-body sculptures, which amalgamated land art, body art, and performance. Realizing the feminist movement of Western (white) society largely neglected women of color, Mendieta explored her Cuban roots. Her work is both semiautobiographical and ambiguously political, appropriating indigenous components of art to address issues of identity, feminism, and ethnicity.
To begin, in chapter one I will analyze Ana Mendieta’s work in terms of a search for her personal identity. Art critics plagued Mendieta throughout her lifetime placing her in identity categories. Mendieta’s struggle to defy social constraints led her to explore identity politics throughout her work. Simone Leigh and Gina Osterloh further Mendieta’s emphasis on identity politics through complex explorations of identity within their works. Politics of identity, specifically fragmentation, cultural and self-identification, shaped Mendieta’s works. Gina Osterloh explores themes of visibility and invisibility, attempting to abstract and obscure the identity of subjects within her work. Like Mendieta, Leigh explores her diasporic roots through numerous media, including sculpture and video. Her practice is very research based and heavily considers feminist discourse and histories of political resistance.
In chapter two I will argue that Mendieta did not essentialize the female body. Her observation that the 1970s feminist movement overlooked women of color plays a significant role in her work as well as in the work of Osterloh and Leigh. All three artists seek to break through social constructions of race, gender, and ethnicity. Gina Osterloh’s performance Prick! is a post-feminist critique on call and response relationships. Mendieta’s work encapsulates third wave feminism, she sought to challenge second wave feminism’s essentialist view of femininity. All three artists address the complexities of feminism within their work explore the social constructions of gender and femininity and attempt to break down boundaries to open dialogues for new discussions about feminism. Gina Osterloh works in Los Angeles and uses photography and video as integrative sites for questions of visibility, invisibility, and perception. Within her constructed paper rooms, the body—whether human, paper-māché, wood cutout—explores the idea of camouflage.
In chapter three I will assess Mendieta’s contribution to body discourse. All of Mendieta’s video works are mute, underscoring the focus on the actions of her body. Osterloh uses abstracted bodies within her paper-constructed rooms as a means to bring awareness about the importance of not making conclusions about people and their affiliations. Leigh uses the body to go beyond Mendieta’s exploration to show the racial and gendered body in a positive light. Mendieta traces the outline of her body in the Silueta Series similar to Osterloh’s use of camouflage. Mendieta, Osterloh and Leigh use their own bodies to explore themes of the displaced, marginalized and disempowered.
ContributorsFox, Angelica Brandt (Author) / Codell, Julie (Thesis director) / Lineberry, Heather Sealy (Committee member) / School of Art (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Asana Arizona is a concept created by Arizona State University students Halie Blauser and Stephen Argentati to sell handmade jewelry. They were inspired to start making jewelry in their free time, and were interested to see if they could create a profitable small business. Their first priority was to create a strategic marketing plan, to examine the current external/internal environment and find marketplace opportunities. As a part of this they performed research to determine which fashion styles would be the best target demographic to market their products to, and found that consumers who identified as "Bohemian", "Hipster", and "Punk" were the best target demographics. They also found that a majority of college students do not care whether or not a product is handmade or locally made, and primarily just care about price. Online social media pages were created for Asana Arizona on Instagram, Etsy, and Facebook, and a Facebook ads were created and boosted towards the target fashion styles.
ContributorsArgentati, Stephen (Co-author) / Blauser, Halie (Co-author) / Eaton, Kathryn (Thesis director) / Schlacter, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12