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- All Subjects: Economics
- All Subjects: Marketing
- Creators: Department of Information Systems
- Creators: Economics Program in CLAS
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
This paper is intended to identify a correlation between the winning percentage of sports teams in the four major professional sports leagues in the United States and the GDP per capita of their respective cities. We initially compiled fifteen years of franchise performance along with economic data from the Federal Reserve Bank of St. Louis to analyze this relationship. After converting the data into a language recognized by Stata, the regression tool we used, we ran multiple regressions to find relevant correlations based off of our inputs. This paper will show the value of the economic impact of strong or weak performance throughout various economic cycles through data analysis and conclusions drawn from the results of the regression analysis.
ContributorsAndl, Tyler (Co-author) / Shirk, Brandon (Co-author) / Goegan, Brian (Thesis director) / Eaton, John (Committee member) / School of Accountancy (Contributor) / Department of Finance (Contributor) / Department of Supply Chain Management (Contributor) / Department of Information Systems (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
The following paper consists of a review of sovereign debt sustainability economics and IMF debt sustainability frameworks, as well as a historical case study of Greece and a variable suggestion for the IMF to improve baseline assumptions. The purpose of this paper is to review the current methodology of perceiving debt and improve upon it in the face of an increasingly indebted global economy. Thus, this paper suggests the IMF adopt the variable calculated in Reinhart and Rogoff (2009) as a new benchmark for determining debt sustainability of market access countries. Through an exploration of the most recent Greek crisis, as well as modern Greek financial and political history, the author of this paper contends the IMF should reduce the broadness of the MAC DSA, as it will make for better debt sustainability projections and assumptions in implementing debt program policy.
ContributorsJennings, Zane Phillips (Author) / Mendez, Jose (Thesis director) / Roberts, Nancy (Committee member) / Economics Program in CLAS (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Alternative currencies have a long and varied history, in which Bitcoin is the latest chapter. The pseudonymous Satoshi Nakamoto created Bitcoin as an implementation of the concept of a cryptocurrency, or a decentralized currency based on the principles of cryptography. Since its creation in 2008, Bitcoin has had a fairly tumultuous existence that limited its adoption. Wide price fluctuations occurred as the appeal of free money by running a piece of computer software drove people to purchase expensive hardware, and high-profile scandals cast Bitcoin as an unstable currency well-suited primarily for purchasing illicit materials. Consumer confidence in the currency was extremely low, and businesses were extremely hesitant to accept a currency that could easily lose half (or more) of its value overnight. However, recent years have seen the currency begin to stabilize as businesses and mainstream investors have begun to accept and support it. Alternative cryptocurrencies, titled "altcoins," have also been created to fill market niches that Bitcoin was not addressing. Governmental intervention, a concern of many following the currency, has been surprisingly restrained and has actually contributed to its stability. The future of Bitcoin looks very bright as it carries the dream of the alternative currency forward into the 21st century.
ContributorsReardon, Brett (Co-author) / Burke, Ryan (Co-author) / Happel, Stephen (Thesis director) / Boyes, William (Committee member) / School of Politics and Global Studies (Contributor) / Department of Information Systems (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
A growing number of jobs in the US require a college degree or technical education, and the wage difference between jobs requiring a high school diploma and a college education has increased to over $17,000 per year. Enrollment levels in postsecondary education have been rising for at least the past decade, and this paper attempts to tease out how much of the increasing enrollment is due to changes in the demand by companies for workers. A Bartik Instrument, which is a measure of local area labor demand, for each county in the US was constructed from 2007 to 2014, and using multivariate linear regression the effect of changing labor demand on local postsecondary education enrollment rates was examined. A small positive effect was found, but the effect size in relation to the total change in enrollment levels was diminutive. From the start to the end of the recession (2007 to 2010), Bartik Instrument calculated unemployment increased from 5.3% nationally to 8.2%. This level of labor demand contraction would lead to a 0.42% increase in enrollment between 2008 and 2011. The true enrollment increase over this period was 7.6%, so the model calculated 5.5% of the enrollment increase was based on the changes in labor demand.
ContributorsHerder, Daniel Steven (Author) / Dillon, Eleanor (Thesis director) / Schoellman, Todd (Committee member) / Economics Program in CLAS (Contributor) / Department of Psychology (Contributor) / Sandra Day O'Connor College of Law (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This paper explores how marginalist economics defines and inevitably constrains Victorian sensation fiction's content and composition. I argue that economic intuition implies that sensationalist heroes and antagonists, writers and readers all pursued a fundamental, "rational" aim: the attainment of pleasure. So although "sensationalism" took on connotations of moral impropriety in the Victorian age, sensation fiction primarily involves experiences of pain on the page that excite the reader's pleasure. As such, sensationalism as a whole can be seen as a conformist product, one which mirrors the effects of all commodities on the market, rather than as a rebellious one. Indeed, contrary to modern and contemporary critics' assumptions, sensation fiction may not be as scandalous as it seems.
ContributorsFischer, Brett Andrew (Author) / Bivona, Daniel (Thesis director) / Looser, Devoney (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Economics Program in CLAS (Contributor) / School of Politics and Global Studies (Contributor) / Department of English (Contributor)
Created2014-12
Description
Through collection of survey data on the characteristics of college debaters, disparities in participation and success for women and racial and ethnic minorities are measured. This study then uses econometric tools to assess whether there is an in-group judging bias in college debate that systematically disadvantages female and minority participants. Debate is used as a testing ground for competing economic theories of taste-based and statistical discrimination, applied to a higher education context. The study finds persistent disparities in participation and success for female participants. Judges are more likely to vote for debaters who share their gender. There is also a significant disparity in the participation of racial and ethnic minority debaters and judges, as well as female judges.
ContributorsVered, Michelle Nicole (Author) / Silverman, Daniel (Thesis director) / Symonds, Adam (Committee member) / Dillon, Eleanor (Committee member) / Barrett, The Honors College (Contributor) / Economics Program in CLAS (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / School of Politics and Global Studies (Contributor)
Created2014-12
Description
Marijuana is the most commonly used illicit substance in the United States with over two million pounds seized annually and with a usage rate estimated at 19.8 million people in 2013 (SAMSHA, 2014). Currently there is a nationwide movement for the legalization of recreational marijuana via referendum at the state level. Three states and the District of Columbia have already adopted amendments legalizing marijuana and over a dozen more currently have pending ballots. This report explores what would be the impact of legalizing marijuana in Arizona through the examination of data from Colorado and other governmental sources. Using a benefit/cost analysis the data is used to determine what the effect the legalization of marijuana would have in Arizona. I next examined the moral arguments for legalization. Finally I propose a recommendation for how the issue of the legalization of recreational marijuana should be approached in Arizona.
ContributorsDiPietro, Samuel Miles (Author) / Kalika, Dale (Thesis director) / Lynk, Myles (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor)
Created2015-05