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Federal Reserve Interest Rate Management: Combatting Speculation of Market Volatility and Recessionary Sentiment

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Abstract: Handling the multiple functions of monetary policy that protect the U.S. economy not only on a short term, but also long-term scale is a complicated responsibility assigned to Federal Reserve, in which their actions present a profound impact on

Abstract: Handling the multiple functions of monetary policy that protect the U.S. economy not only on a short term, but also long-term scale is a complicated responsibility assigned to Federal Reserve, in which their actions present a profound impact on consumer confidence towards financial markets and global economies. Specifically, one of the most important goals of the Federal Reserve is to mitigate the risk of the United States to enter a recession, while maintaining a balanced approach when making those policy decisions. In this thesis, we focus on the monetary policy of the Federal Reserve, particularly, their role in controlling interest rates to prevent recessionary sentiment in the current state of the economy. Since 2008, markets have been stronger and previous policies like Dodd-Frank have ensured that market collapses during the Great Recession do not repeat itself. Yet, fluctuations in the yield curve, polarizing investment views, and unsettled consumer confidence has pointed to another recession in the near future. In this case, we will look at the way the Fed has implemented short term policies to lower this risk in order to fight volatile markets, however, fluctuating interest rates has its consequences. The goal of this thesis is to analyze the various ways the Fed has managed interest rates in the past and present, and further, to offer a framework to serve as the most effective policy to combat volatility and recessionary sentiment in the U.S. economy.

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2020-05

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K-pop as a Soft Power

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This essay examines national leaders’ shaping of K-pop into a foreign export, specifically looking into how K-pop is used as a soft power for South Korea. I also examine how effective K-pop is as a soft power. Because of its

This essay examines national leaders’ shaping of K-pop into a foreign export, specifically looking into how K-pop is used as a soft power for South Korea. I also examine how effective K-pop is as a soft power. Because of its growing global popularity and use of K-pop artists for international relations, such as Red Velvet performing for Kim Jong Un, we might expect K-pop to act as the gateway into South Korean culture, often being the first exposure that other countries have into this country’s way of life. Through a qualitative analysis of resources ranging from news articles, videos, and social media posts, we see that K-pop idols, a term for K-pop celebrities, are heavily groomed and shaped by their labels to promote the South Korean national brand. Combined with a well-made business model to appeal to different countries, they also create sentiment for South Korean culture throughout the world with the support of the government and a strong fanbase. This plan is extremely effective in generating revenue for a multitude of South Korean brands beyond K-pop and even fosters South Korean affection in North Korea.

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2020-05

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Advertising Made to Last Versus Advertising Left in the Past: An Analysis of Effective Advertising in American Culture

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Historically, advertising was best when it was informative because people did not look at advertising for entertainment. Stories, however, were helpful in selling products and promoting trials. Advertising has since evolved with society. Copious amounts of research still go into

Historically, advertising was best when it was informative because people did not look at advertising for entertainment. Stories, however, were helpful in selling products and promoting trials. Advertising has since evolved with society. Copious amounts of research still go into advertising but some old principles get left in the past. Some can be adapted to today’s digital world while others simply do not ring true anymore. Today, the best of the best showcase in the Super Bowl. This has proven to be very beneficial to those that dazzle and entertain viewers.
The USA Today Ad Meter has been used for decades to rank Super Bowl ads and can show us what works well. All ads that run during the Super Bowl are rated by thousands of viewers and then ranked based on average ratings. The Ad Meter is the most used tool to look at these ads and discern what viewers enjoyed seeing. Entertaining ads do very well on the Ad Meter while informational and simple ads often sink. The Ad Meter does a good job telling advertisers what worked but it does not tell us why it worked or what people want to see.
These entertaining ads do well on the ad meter because, according to the following research study, people prefer entertainment in Super Bowl advertising, whether the product is relevant or not. People are willing to watch a Super Bowl ad that is longer than a normal ad would be because they expect entertainment and the length allows for a story to develop. People also have a strong preference for humorous Super Bowl ads but the emotional/meaningful ads that make it into the top 5 are almost the exception to the rule because the results of the research performed here show very little preference for these ads. While the Super Bowl still seems to be a beneficial way to advertise, the price is a big barrier to entry. Luckily, digital culture gives smaller businesses the power to capture viewers in other ways. The study’s findings suggest that many younger participants often just watch Super Bowl ads on YouTube after the game. Younger people are also watching the Super Bowl less and becoming numb to scrolling through ads on social media. It is important, now more than ever, for advertisers to have attention grabbing tactics for a generation with such short attention spans. Advertisers need to follow the trends to keep up with social media, but it will be worth it.

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2020-05

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Factors of Economic Development and Implications for the Future

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This paper, titled “Factors of Economic Development and Implications for the Future” focuses on identifying historical factors that have impacted economic development and analyzing what changes may be important for the future. It uses studies done across the world in

This paper, titled “Factors of Economic Development and Implications for the Future” focuses on identifying historical factors that have impacted economic development and analyzing what changes may be important for the future. It uses studies done across the world in energy economics, economic development, economic policy, and more to identify important considerations for evaluating historical growth, as well as concerns for the future, particularly given the threat of climate change. Historically important papers, as well as newer insights both feature heavily. This literary review resulted in the finding that education, energy, trade, policy, institutions, endowments, and culture are all important factors for economic development. Endowments and institutions that arise from them are found to be the most important factor in explaining historical development. The paper also analyzes policy that the existing literature suggests could be beneficial for growth. Next, an analysis of factors that the literature identified as important for growth is carried out to assess which countries may have the highest potentials for future growth. The countries are ranked based upon a composite scoring system created from those factors. Countries in Central Asia feature heavily in the top ten entries, while many African countries narrowly miss out on the top ten but still rank relatively high. Together, the findings of both sections are used to discuss how economies have historically developed as well as possible policies to encourage future sustainable development. Both the literature and statistical findings suggest that for future growth promotion of strong institutions that promote property rights and economic growth will be important. They also suggest that coordinated energy policy to increase green technologies and decouple growth from emissions will be essential.

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2020-05

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Influences on Purchasing Behavior in the Male Skincare Market

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The goal of this thesis is to find information to further develop understandings of male customers in the cosmetic and personal care industry. The methods and results are aimed to help direct marketers and product developers create more successful

The goal of this thesis is to find information to further develop understandings of male customers in the cosmetic and personal care industry. The methods and results are aimed to help direct marketers and product developers create more successful business expeditions in the future. The thesis is based off of an online Qualtrics survey created and distributed to male Arizona State University students enrolled in a Marketing Principles class and then appropriately analyzed with SPSS and Qualtrics data tools. The quantitative survey allowed an investigation of external and internal factors in male respondents’ personal lives and how that may translate into their skincare purchasing practices. Rather than asking what products consumers want, this survey aimed to find significant and influential factors behind young male interest in these products. After analyzing the responses the key implications are that social stigma, and perceptions of attractiveness and self-confidence are not the largest inhibitors for men, but rather that their relationships with others have the most significant influence over their use of skincare products.

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2020-05

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The Impact of Social Media: Revolutionary Changes in Sports Marketing

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The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all,

The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all, it bands together entire communities with their passion for the game. American sports leagues such as the National Football League, National Hockey League, Major League Baseball, National Basketball Association, and many more, have all revolutionized the way that businesses view marketing though a user friendly, interactive, marketing tool with a universal reach.

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2020-05

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The Development of Marketing with Respect to Retro-Acculturation

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With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child

With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child Trends, 2018). Though each of these second- and third-generation Americans experience life in the U.S. vastly different, the common steps of self-identity, acculturation and assimilation persist. However, what is often missed with this seemingly linear process is the delineating step: retro acculturation. Their sense of disconnect sparks a feeling of blurred identity, introducing the phenomenon of retro- acculturation, or an individual’s conscious efforts to connect to their heritage in new ways. Understanding the “why” behind this revelation is essential in understanding the “how”- or the actions taken by the individual to connect with their withdrawn culture. A deeper understanding of retro-acculturation and its processes is essential to leveraging a successful marketing effort in order to reach this demographic. As this population steadily reaches a larger population and quickly gains consumer buying power, it is important to be taking note of new and innovative ways of making lasting impressions on this demographic. This study focuses on exploring and discovering why individuals experience retro-acculturation and their triggers, as well as what approaches they use to connect to their heritage culture. Additionally, the insights gained were leveraged to provide recommendations as to how business can more effectively market to reach this demographic.

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2020-05

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Where to From Here? A Comprehensive Analysis of Past and Future of The Republic of Cuba

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This paper analyzes modern day Cuba and draws conclusions about the most likely future political and economic events that will take place. Because of Cuba's troubled economy, leadership change and the world's continued shift towards democratization, Cuba is in a

This paper analyzes modern day Cuba and draws conclusions about the most likely future political and economic events that will take place. Because of Cuba's troubled economy, leadership change and the world's continued shift towards democratization, Cuba is in a position where drastic changes in its government and economic structure may occur. This paper investigates Cuba's history, politics, economy, and the general quality of life of its citizens, which are used to help predict what may happen to the Cuban government in the near future. The paper also analyzes options for foreign nations' policy towards Cuba and summarizes what actions they may take to increase the likelihood of an economic and political transition. Cuba's economic structure needs drastic reform, the reluctant privatization only increases wealth disparity, trust in the government continues to get weaker as more information and its human rights violations are causes of huge concern. There are four possible outcomes for Cuba's future: stagnation, adopting the mixed economic model, a peaceful transition to a democratic model, and rebellion. There is evidence that Cuba will not make drastic policy changes in favor of liberalization in the immediate future, however, if the economic conditions are not improved and an economic crisis ensues, this paper asserts that another revolution or coup will likely occur. The resulting government may be a new autocratic leader that fills the vacuum of leadership, or a democratic regime depending on the nature of the rebellion. The exact future of Cuba is uncertain, but one thing is clear, change is on the horizon.

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2018-05

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Marketing Plan for a Kpop Fan Artist

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This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption

This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider segmentation and the products and platforms that best target them in order to maximize revenue. A survey was performed with a sample size of 314 participants to find out consumer behavior and preference as well as producer situation. Consumers come from both the United States and abroad. Customers come directly and almost exclusively from followers. Therefore, increasing the number of followers on Instagram is essential to increasing revenue. Jennifer has time, resource, and ability constraints, while the market has limited potential. The conclusion is that Jennifer should become more organized as a business. To grow her following, she should cater more towards the most popular fandoms (BTS), make art tutorials, consider collaborations, and better inform followers of her products/services available for purchase. The social media platforms key to marketing Jennifer's products are Instagram and Twitter. Other platforms to be used to increase exposure are Tumblr, Amino Apps, DeviantArt, Reddit, and YouTube. She must also declutter all of these virtual storefronts of unnecessary content to varying degrees in order to build ease of access and a trustworthy brand image. The best platforms for transaction is a personal store, RedBubble (a website that allows users to sell a variety of products with their uploaded images printed onto them), Patreon, and in-person at conventions.

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2018-05

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An Uncertain Future—The Evolution of the Advertising Agency

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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

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.

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2018-05