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- All Subjects: Marketing
- All Subjects: sports
- Creators: Barrett, The Honors College
Description
Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal & Graham; Jensen; Kim, Trail & Magnusen; Edensor & Millington; Clowes & Tapp; Greenhalgh & Greenwell; Denaux & Yalcin; Paul & Weinbach & Robbins; Levin & McDonald; Lee & Kang; Drayer; L'Etang; McDonald & Rascher; Armstrong; Ross): the history of the team, the location and population of the city where the team plays, the social media following of the team and the promotional giveaways the team uses to attract fans. Using these four factors, a comparison was made among the Arizona teams and the top performing team in attendance in the respective leagues during the 2013 season. The Arizona Diamondbacks are compared with the Los Angeles Dodgers. The Diamondbacks were not as equipped as the Dodgers in any of the categories. There is a more storied history for the Dodgers, the Dodgers play in Los Angeles - a significantly larger city that Phoenix, where the Arizona Diamondbacks play, they use social media more frequently and more effectively, and they offer more promotional giveaways than the Diamondbacks. The Phoenix Suns are compared to the Chicago Bulls. The Suns history competes with the Bulls, but they lack in the other three categories. The Bulls have a better location in Chicago, their stadium is located in the downtown area; they have a massive social media following and their promotional giveaways are more substantial. The Phoenix Coyotes are compared to the Chicago Blackhawks. The Blackhawks exceeded in all of the categories, while the Coyotes were poor performers in each of the four factors. The Blackhawks have a storied history, they share a stadium with the Bulls, they have a great social media following and they give promotional items away 30 of the 41 home games. The overall recommendations for the teams are to win, in order to help build their locations and make it fun to be near the downtown area, to use social media effectively and engage with their audience, and finally to provide more promotional giveaways to attract people to the games.
ContributorsDugan, Abby Leigh (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
The Taglio Academy Marketing Plan is an honors thesis focusing on the information necessary to understand the current market and marketing strategies of Taglio Academy, a cosmetology school. The thesis is comprised of information representing the Current Marketing Situation; Target Market, Customer Analysis, and Positioning; Objectives and Issues; Marketing Strategy; Marketing Programs; Financial and Operational Plans; and Metrics and Implementation Control. These are all of the necessary components of an in-depth marketing plan to be used to communicate Taglio Academy's competitive advantage and positioning within the market. This information focuses on conveying the importance of bringing the Academy to the attention of target cosmetology students and target student-salon service clients.
ContributorsRough, Nicola Kalyn (Author) / Montoya, Detra (Thesis director) / LePine, Marcie (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Luxury is a sector of all global industry that has been proven sustainable, having flourished during global economic successes and withstood hardships across numerous decades. Consumers are drawn to luxury, both the physical and perceived value that luxury products offer. Luxury champagne tastes better, luxury vehicles are higher performing and luxury fashion reflects the highest quality designs. The belief in superior product is what keeps luxury relevant. However, it is the brand identity created on behalf of the firm behind a luxury brand that remains the vital component to develop and maintain its top-tier status. Luxury fashion firms are synonymous with their brand, the persona and user experience created driving all facets of creative and business execution. While product name and perceived value are contributors to global success, the evolution and maintenance of such status relies upon the consistency of brand identity. To begin, I will identify a criterion that differentiates luxury fashion (mega-brands) from mass-market and commercial fashion, as well as outline the components that comprise a luxury brand identity. After a clear understanding of the meaning of luxury is established, I will layout the process of how a brand identity is consistently communicated through the business cycle, from the initial creation and design process to the end point of the final sale stage. To further enrich the learning established, I will apply the developed concepts in a dissection of the top five luxury fashion firms, Chanel, Dior, Louis Vuitton, Prada and Gucci. Analyzing each mega-brand, I will evaluate how the company's brand identity has evolved over the course of the firm's heritage and analyze the current brand creative direction (brand identity, ethics and aesthetics). Understanding the brand's persona and image, I will highlight the physical representation through brand codes and symbols to support the firm's positioning as a thriving luxury empire. Lastly, I will interpret the company's latest advertising campaign, deconstructing the application of brand identity as well as the contribution the campaign provides to supporting firm success. Ultimately, after gaining sufficient understanding of what a successful luxury firm is comprised of, I will identify the shortcomings identified within the last firm evaluated, Gucci. I will examine the branding failures of the current state of Gucci, analyzing what contributed to its fall from top luxury brand status. Additionally, I will provide details regarding what measures are currently being taken to regain its superior status as well as provide my own recommendation to the firm. In summation, through the process of understanding successful luxury branding practices, I hope to have enriched not only my understanding of brand identity but have gained the ability to develop my own point of view, to suggest a branding path and measures to be taken to steer Gucci back on a track.
ContributorsGil, Alexandria Southwick (Author) / Peck, Sidnee (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
GEICO Insurance offers a wide range of insurance options to consumers nationwide. The company has experienced exponential growth over the past 15 years largely due to their low rates, ease of purchase, online business model, and their industry-revolutionizing approach to advertising these competitive advantages. Operating primarily within the enormous Property and Casualty sector of the insurance industry, GEICO faces extremely high levels of competition from many well-resourced companies. The most dangerous of which have begun to respond to GEICO's humorous, charming, and often detached advertising strategy through the employment of one of two general strategies; either imitating and attempting to improve upon GEICO's brand image and advertising practices, or else attacking it, insinuating that a company with this appeal does not truly care about its customers or its services. As GEICO has already solidified their low price point and ease of purchase in the minds of consumers, a tactical shift in response to competitive actions is now optimal. To avoid being labeled as a "cut-rate" insurance provider who cares little about the safety or well-being of their clients, and provides them with low quality insurance products and services; the following integrated marketing campaign is proposed. Spearheaded by the slogan "As long as you have GEICO, Things are looking up.", this campaign will focus on raising awareness of the plethora of customer service programs and initiatives already offered by GEICO that are unknown to the general public. The humorous, lighthearted appeal will remain, but the focus on highlighting customer service benefits and the high quality associated with GEICO's product will serve to shift the public perception of GEICO. As a result of this campaign, GEICO will appeal to a broader segment of the market, retain customers for longer period of time, raise awareness of their helpful customer service products and services, and differentiate themselves from the competition.
ContributorsGood, David Gregory (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2015-05
Description
As millennials are growing and becoming the "the next big consumer market," understanding them is crucial (Paul, 2001; Kumar & Lim, 2008). This study will attempt to understand their processing of ads by observing the relationship between construal level theory and product type (i.e. hedonic vs. utilitarian). Construal Level theory suggests that individuals construe information at different abstract levels. High levels are characterized by abstract and general representation (e.g. thinking of moving as starting a new chapter of life) while low levels are characterized as including more concrete and contextual details (e.g. thinking of moving as packing boxes). Neither interaction nor main effect of product type was observed either as main effect or as interaction with construal level. However, a significant main effect of construal level was found showing that concrete and contextual (low construal level) information on advertisements makes them more effective and useful to millennials; influences purchase intentions more than ads construed in high construal levels; and, makes brands seem more credible, stable and truthful.
ContributorsSandoval, Daisy (Author) / Olsen, Douglas (Thesis director) / Hall, Deborah (Committee member) / Mirshak, Paul (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05
Description
When I was unsure of what my thesis project would be, the professor of my thesis prep class, Jill Johnson, recommended that I choose a topic that I am passionate about. Immediately, my mind went to basketball and the NBA, the business and operations side of things to be specific. Initially, this research paper was going to look into market size and how those teams in a smaller market made their money and ran their teams. It was to focus on some of the more successful franchises that come from smaller markets, as well as those franchises that have been historically unsuccessful. However, the kind of data that I was looking for on market sizes was not very available. So I ended up focusing almost exclusively on the operations side of things. I wanted to see if there was one strategy for building a team that had proven to be more successful than others. I was not sure what sort of answers I would find, but I knew that there had to be some useful data that had yet to be discovered. I settled on researching the success of teams that build primarily using players they drafted versus teams that were built primarily through trades and free agent signings. I also wanted to illuminate the difficulties that front offices, particularly those in smaller markets, face when building a franchise. I chose to focus on things such as the luxury tax and betting on the wrong players. This paper went a lot of different directions before it became what it did. I want to thank all of those who helped me, particularly my director Tim McGuire, my second reader Peter Bhatia and Jill Johnson for helping me get started on the most intimidating, yet rewarding, project that I have ever been a part of.
ContributorsJohnson, Connor David (Author) / McGuire, Tim (Thesis director) / Bhatia, Peter (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2015-05
Description
Abstract I sought out a project that would be able to intertwine the topics of business law and the business of sports. After reading and researching a few different options, one combination of law and sports that stood out to me was the frequent labor disputes between NHL owners and the players' union. The main goal of this project was to examine whether or not the lockouts that were instituted by National Hockey League owners during the labor disputes that occurred in 2004 and 2012 actually left the league with a better long term financial and social landscape. Through the examination of the stakeholders that were involved in each dispute and their resulting situations, I presented my answer to the above question. In order to properly study the overall situation, I also discussed the history of sports business, the history of the National Hockey League's business landscape, and collective bargaining in sports amongst other topics.
ContributorsNix, Eric Anthony (Author) / Eaton, John (Thesis director) / Kutz, Elana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
Description
The Patient Protection and Affordable Care Act of 2010 was created as an overhaul of the US Healthcare system with a goal of getting all American citizens and legal residents healthcare that was both affordable and of good quality. Now almost a year removed from it going into effect, this study looks to determine how the ACA has worked in getting individuals who were previously uninsured and required charitable-based healthcare into health insurance programs within a small population in Arizona. This study evaluates the type of insurance program, the quality and ease of access of the care, and the general affordability of the healthcare. This study found that 75% of individuals surveyed had gained health insurance in the last year, with 95% expecting to be insured for 2015. The large majority rated the quality of their care and the accessibility of it as good, with corresponding increased use of primary care providers as a health resource. The affordability of the care was still a major issue for those who were found to be uninsured and for those who were insured. Despite affordability issues, self-reported measures of general health and access to care were reported by the majority of respondents to have improved over the last 12 months.
ContributorsHonan, Timothy Francis (Author) / Ketcham, Jonathan (Thesis director) / Jehn, Megan (Committee member) / Barrett, The Honors College (Contributor) / Department of Chemistry and Biochemistry (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor)
Created2015-05
Description
Life and Sports is a collection of short stories about how sports shape the daily lives and outlooks of four main characters. In "Like Father, Like Son," Carson learns the ins and outs of the game of golf from his father, Frank, but is shocked to learn that his dad won some of his trophies by cheating. Carson has always firmly believed in fair, competitive play \u2014 a lesson he thought he had learned from his father. Now, with a big tournament coming up, Carson is forced to face the unpleasant truth that his father is not the upright idol he had once thought him to be. "Cracked Ice" follows the story of Jamal Booker, a hockey player from the small town of Jackson Wyoming. His father is in jail for armed robbery, so he and his mother are forced to live off her single paycheck. Money is tight, but Jamal's battered hockey equipment is no reflection of his skill, as scouts come from all over to observe his Wayne Gretzky-like skating ability. When he takes a bad hit in a game, Jamal realizes he has to choose between his passion for hockey and his health and family. "Troubled Past" is a story about a boy whose love of baseball is all that remains after the loss of his father. When that love is tested, Johnny turns to his mother for comfort and realizes that she might present just as real of a connection to his father as the game they loved, that is if the story she is telling can be trusted. In "Dribbling Between the Cones," star player Zach Farmer learns the hard way the importance of being a team player. He may be the star of the team, but the star has to shine in a way that makes his whole team brighter.
ContributorsPritchard, Casey (Author) / Barrett, The Honors College (Contributor)
Created2003-05
Description
The gendered pay gap is a phenomenon experienced by many within the workplace. Title IX is presented because of its significance in aiding women to get fair and equal treatment, particularly in sports. Intersectionality is a research lens used to examine how the various aspects that make up an individual (e.g. race, class, sexuality, or gender) impact their life experiences, and is utilized to examine the experiences of athletes in the United States and overseas. The field of professional sports possess salary disparities and in order to analyze them between men and women in professional sports, case studies are presented. Case studies of basketball and soccer, along with interviews and secondary research, are utilized and analyzed to understand how the gendered pay gap continues to persist. In comparison to the United States, women are being paid significantly more in other nations. Women continue to go overseas because of money and the treatment athletes get from local fans. Fans in other nations love their athletes and view them as an expression of pride in their nation. Women in sports currently experience salary disparities and will continue to do so because of various factors.
ContributorsWeiler, Erika Morgan (Author) / Holman, Christine (Thesis director) / Koblitz, Ann (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2015-05