Matching Items (27)
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- All Subjects: Marketing
- All Subjects: Theatre
- Creators: Giles, Charles
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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
The Confessions of a College Entrepreneur is an honors project with the goal of revealing the business and marketing strategies that Charles Crawford used to create multiple successful companies. It's a collection of personal stories, book notes, millionaire interviews, and experiences that Charles had over the past 4 years of intense business experience and research across multiple industries. Charles wants college students and business owners to succeed in business ventures and life in general. This creative thesis project is the map for how to do just that.
ContributorsCrawford, Charles Joseph (Author) / Budolfson, Arthur (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor)
Created2014-12
Description
Only in the world of acting can an individual be denied a job simply on the basis of their appearance, and in my thesis, I sought to explore alternatives to this through the concept of nontraditional casting and casting against "type", which included the presentation of a full-length production of the musical "Once on this Island" which I attempted to cast based on vocal quality and skill alone rather than taking physical characteristics into account. I researched the history and implementation of nontraditional casting, both in regards to race and other factors such as gender, socio-economic status, and disability. I also considered the legal and intellectual property challenges that nontraditional casting can pose. I concluded from this research that while nontraditional casting is only one solution to the problem, it still has a great deal of potential to create diversity in theater. For my own show, I held the initial auditions via audio recording, though the callback auditions were held in person so that I and my crew could appraise dance and acting ability. Though there were many challenges with our cast after this initial round of auditions, we were able to solidify our cast and continue through the rehearsal process. All things said, the show was very successful. It is my hope that those who were a part of the show, either as part of the production or the audience, are inspired to challenge the concept of typecasting in contemporary theater.
ContributorsBriggs, Timothy James (Author) / Yatso, Toby (Thesis director) / Dreyfoos, Dale (Committee member) / Barrett, The Honors College (Contributor) / School of Music (Contributor)
Created2014-12
Description
We endeavored to begin the process of writing a musical. We composed a total of three songs, 30 pages of script (non-consecutive) with an outline summarizing the remaining uncompleted pages, seven character summaries/analyses, and a reflection on the process and next steps, and presented them in a “Producer Pitch” format to our readers. In our paper we discuss the birth of inspiration for Girls And Boys—namely philosophical conflicts about the role of biology vs. society in gender identity and real, local events of public districts reevaluating their sex education program—as well as the challenges we experienced during the process and our intentions for continued work towards the completion of the material. In our written script we span the opening of the show to the climax through sporadically completed scenes, with the outline serving to fill in the blanks. In our music, we composed three pieces—a solo ballad, an ensemble number, and an emotional trio—that we converted into an audio file format, and performed live for a small audience. Ultimately, we seek to use the elevated drama of a musical to convince the audience that empathy is the truest, ageless, and genderless expression of humanity.
ContributorsDoering, Emilie (Co-author) / Moylan, Megan (Co-author) / Yatso, Toby (Thesis director) / Mills, Robert (Committee member) / Harper, Robert (Committee member) / Barrett, The Honors College (Contributor) / School of Music (Contributor) / School of Politics and Global Studies (Contributor)
Created2015-05
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
Influencer marketing occurs when a brand elicits an individual to publicly promote or review its product in exchange for some benefit, which can often be either monetary or material. This practice has exploded in today’s marketing and advertising industry due to its high return on investment for businesses and income potential for influencers. With this new and evolving process comes a struggle to establish and maintain regulations between brands, consumers, and influencers. Because influencer marketing is purely based on authenticity and trust between the influencer and the consumer, disclosure or lack thereof can seriously impact the validity of the endorsement. I conducted a study in which consumers were shown a staged influencer post and asked to answer a series of questions regarding compensation, appeal, authenticity, and influence, under three different conditions. Condition A showed an influencer’s post with only general information, Condition B revealed that the post was in collaboration with Tory Burch, and Condition C stated that Tory Burch told the influencer when and where to make the post. I found that as the influencer disclosed more about how she was compensated and controlled by the brand, respondents found the content less appealing, less authentic, and reported that they thought a brand had more influence and compensated her more to create the post. These findings support the idea that influencer marketing requires a level of honesty and trust between the consumer and influencer, and a lack of this causes negative sentiments and less effective results. Moving forward, brands and influencers alike must work to foster more transparent and authentic connections in order be in compliance with FTC regulations as well as maintain meaningful connections with consumers.
ContributorsLoy, Brooke Ellise (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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 purpose of this thesis will be to outline the different tactics involving social and digital media that film studios currently use to market their films. Before that is done, a brief history will be provided about the ways the film industry has promoted itself in the past, as well as a brief history of the development of social media. After the history is provided, the marketing tactics that studios use that involve digital and social media will be listed and explained. In addition to discussing the tactics used by studios, there will also be a discussion of the shifts that have occurred in the marketing of films at a strategic level. After the explanation of all the tactics mentioned, there will be an analysis of the ways two major Hollywood blockbusters, The Hunger Games and Gravity, used some of those tactics to promote themselves. Through all these sections, the reader will be able to comprehend how big of an impact social media has made on the film industry and understand exactly how it is used to promote films.
ContributorsRamirez, Alvaro R (Author) / Gruber, Diane (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
In modern music and theater education, there is a lack of basic understanding for the "rhythm" aspect in artistic performance. Through my upbringing in musical theater and the a cappella music world in my community, I realized there was an opportunity to fill the gap with teaching beatboxing. By applying vocal percussion to a theater or music curriculum, it would provide a new, creative outlet for young artists by allowing them to explore their capabilities in artistic performance as well as help them flex new muscles for diction and expression training. I created a vocal percussion "language", a basic notation system that would help students learn and retain their beatboxing training through an extra layer of communication and memorization. I conducted a two day Vocal Percussion Seminar where artists could come and learn about the history and origins of beatboxing, the basic sounds in beatboxing, proper warm-ups for building an individual's skills, how to write and practice vocal percussion notation, and practice vocal percussion performance with beatboxing technology. I created two worksheets as visual aids the workshop: A "Sounds of Beatboxing" worksheet identifying where certain beatboxing sounds occur in the mouth and a "Vocal Percussion Notation" worksheet that can be used as a visual aid for crafting and practicing beatboxing according to the notation guidelines. The intention of this seminar is to be a "Phase One", a version that can be updated and changed for future evolution in education styles and beatboxing knowledge. Despite challenges in attendance and circumstances, "Phase One" of the seminar was a success. In my final paper, I discuss my inspiration for the seminar, the rise of beatboxing's presence in theater, the trends of language and rhythm in artistic performance, the tools behind beatboxing, the application of the International Phonetic Alphabet and Knight-Thompson Speechwork, the workshop's development process, the results of the first phase of the seminar, my plan of action for the seminar's future. Everyone has the tools to generate a powerful and impactful performance, but it is how you use the tools to craft your final product.
ContributorsRhiner, Jennie Lynn (Author) / Yatso, Toby (Thesis director) / Espinosa, Micha (Committee member) / School of Music (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Social media is often viewed as only being used for consumer-to-consumer communication. However, in today's society it has also become a necessary tool for businesses. Many businesses don't understand the importance of social media as a marketing strategy, and often disregard it. By neglecting social media, businesses are missing an opportunity to reach new customers and maintain communication with current customers. This thesis discusses the importance and benefits of using social media as a marketing tool for startup businesses specifically. Social media marketing is especially beneficial for startup businesses because they often lack the resources that more established businesses possess. New entrepreneurs are often at the center of these startups and also lack the necessary skills and knowledge essential to running and marketing a business. The research conducted in this thesis is intended to provide data about the most effective ways to engage a startup's audience via social media. This research will be directly applied to a local startup business called FlyCreationsAZ. The founder of this business is considered a new entrepreneur as this is his first ever business endeavor, and as a new entrepreneur faces many challenges. To assist Fly Creations in marketing via social media the POST methodology was applied. The POST methodology, which is an acronym for people, objectives, strategy and technology, was created by Charlene Li and Josh Bernoff as a way to assemble a businesses' social media plan. The POST methodology provides Fly Creations with a customer persona, and several strategies and technologies to achieve its main objective.
ContributorsBroglia, Regina Elizabeth (Author) / Giles, Charles (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12