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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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Effect of Rexinoids on Inducing Effector T Cell Chemotaxis

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The retinoid-X receptor (RXR) can form heterodimers with both the retinoic-acid
receptor (RAR) and vitamin D receptor (VDR). The RXR/RAR dimer is activated by ligand all
trans retinoic acid (ATRA), which culminates in gut-specific effector T cell migration. Similarly,

The retinoid-X receptor (RXR) can form heterodimers with both the retinoic-acid
receptor (RAR) and vitamin D receptor (VDR). The RXR/RAR dimer is activated by ligand all
trans retinoic acid (ATRA), which culminates in gut-specific effector T cell migration. Similarly,
the VDR/RXR dimer binds 1,25(OH)2D3 to cause skin-specific effector T cell migration.
Targeted migration is a potent addition to current vaccines, as it would induce activated T cell
trafficking to appropriate areas of the immune system and ensure optimal stimulation (40).
ATRA, while in use clinically, is limited by toxicity and chemical instability. Rexinoids
are stable, synthetically developed ligands specific for the RXR. We have previously shown that
select rexinoids can enhance upregulation of gut tropic CCR9 receptors on effector T cells.
However, it is important to establish whether these cells can actually migrate, to show the
potential of rexinoids as vaccine adjuvants that can cause gut specific T cell migration.
Additionally, since the RXR is a major contributor to VDR-mediated transcription and
epidermotropism (15), it is worth investigating whether these compounds can also function as
adjuvants that promote migration by increasing expression of skin tropic CCR10 receptors on T
cells.
Prior experiments have demonstrated that select rexinoids can induce gut tropic migration
of CD8+ T cells in an in vitro assay and are comparable in effectiveness to ATRA (7). The effect
of rexinoids on CD4+ T cells is unknown however, so the aim of this project was to determine if
rexinoids can cause gut tropic migration in CD4+ T cells to a similar extent. A secondary aim
was to investigate whether varying concentrations in 1,25-Dihydroxyvitamin D3 can be linked to
increasing CCR10 upregulation on Jurkat CD4+ T cells, with the future aim to combine 1,25
Dihydroxyvitamin D3 with rexinoids.
These hypotheses were tested using murine splenocytes for the migration experiment, and
human Jurkat CD4+ T cells for the vitamin D experiment. Migration was assessed using a
Transwell chemotaxis assay. Our findings support the potential of rexinoids as compounds
capable of causing gut-tropic migration in murine CD4+ T cells in vitro, like ATRA. We did not
observe conclusive evidence that vitamin D3 causes upregulated CCR10 expression, but this
experiment must be repeated with a human primary T cell line.

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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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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

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

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

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The Role of Influencer Marketing

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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

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.

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2018-05

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Marketing the Study Abroad Experience: An Investigation of Student Motivations and Obstacles to Studying Abroad

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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

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.

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2018-05

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Impact of Political Activism on the Personal Brand of Professional Athletes

Description

The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era

The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students at Arizona State University. The research suggests that there is no predictable impact to athlete brand from engaging in politics. Throughout history and in modern times there are examples of athlete's careers getting damaged because of their political involvement as well a instances where the athlete's brand is undamaged by their actions. The primary research results suggest that while the population preferred that sports and politics remain separate, they also believe that athletes have the right to speak out on political issues and engage in protest, and that doing so does not weaken the brand image of the athletes. The information in this research can be used by athletes to determine how their political actions may be received and by companies deciding how sponsoring a politically active athlete may affect their own brand.

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2018-05