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- All Subjects: Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Status: Published
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 purpose of this thesis is to examine the events surrounding the creation of the oboe and its rapid spread throughout Europe during the mid to late seventeenth century. The first section describes similar instruments that existed for thousands of years before the invention of the oboe. The following sections examine reasons and methods for the oboe's invention, as well as possible causes of its migration from its starting place in France to other European countries, as well as many other places around the world. I conclude that the oboe was invented to suit the needs of composers in the court of Louis XIV, and that it was brought to other countries by French performers who left France for many reasons, including to escape from the authority of composer Jean-Baptiste Lully and in some cases to promote French culture in other countries.
ContributorsCook, Mary Katherine (Author) / Schuring, Martin (Thesis director) / Micklich, Albie (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / School of Music (Contributor)
Created2015-05
Description
This is a two-part thesis, completed in conjunction with my Materials Science and Engineering Capstone Project. The first part involves the design and testing of cold-extruded high-density polyethylene for student oboe reeds. The goal of this section was to create a longer-lasting reed that produces a similar sound to a cane reed, has less variation in quality, and costs less per year than cane reeds. For low-income students in particular, the cost of purchasing cane oboe reeds ($500-$2,000 per year) is simply not feasible. This project was designed to allow oboe to be a more affordable option for all students. Money should not be a factor that limits whether or a not a child is able to explore their interests. The process used to create the synthetic reed prototype involves cold-extrusion of high-density polyethylene in order to induce orientation in the polymer to replicate the uniaxial orientation of fibrous cane. After successful cold-extrusion of a high-density polyethylene (HDPE) cylinder, the sample was made into a reed by following standard reedmaking procedures. Then, the HDPE reed and a cane reed were quantitatively tested for various qualities, including flexural modulus, hardness, and free vibration frequency. The results from the design project are promising and show a successful proof of concept. The first prototype of an oriented HDPE reed demonstrates characteristics of a cane reed. The areas that need the most improvement are the flexural modulus and the stability of the higher overtones, but these areas can be improved with further development of the cold-extrusion process. The second part of this thesis is a survey and analysis focusing on the qualitative comparison of synthetic and cane oboe reeds. The study can be used in the future to refine the design of synthetic reeds, more specifically the cold-extruded high-density polyethylene student oboe reed I designed, to best replicate a cane reed. Rather than approaching this study from a purely engineering mindset, I brought in my own experience as an oboist. Therefore, the opinions of oboists who have a wide range of experience are considered in the survey. A panel of five oboists participated in the survey. They provided their opinion on various aspects of the five reeds, including vibrancy, response, stability, resistance, tone, and overall quality. Each of these metrics are rated on a scale from one to five, from unacceptable to performance quality. According to the survey, a participant's personal, hand-made cane reed is overall the most preferred option. My prototype HDPE student reed must be improved in many areas in order to rank near the other four reeds. However, its vibrancy and resistance already rival that of a Jones student reed. As this is just the first prototype, that is a significant accomplishment. With further refinement of the cold-extrusion and reedmaking method, the other areas of the HDPE reed may be improved, and the reed may eventually compete with the existing synthetic and cane reeds on the market.
ContributorsMitchell, Alexis Jacqueline (Author) / Adams, James (Thesis director) / Schuring, Martin (Committee member) / School of Music (Contributor) / Materials Science and Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Personal branding within the music industry has long fallen under the supervision of profit-centric major record labels, whose control extended throughout artist’s music, copyrights, merchandising, and fair-use compensation. This paper explores how artists’ branding has evolved within the recording industry alongside the development of emerging technologies and the discovery of certain patterns in consumer behavior. Starting with an overarching exploration of the origins of commercialized music, this paper iterates how certain record labels ascended the corporate hierarchy to influence consumers’ accessible listening options. This understanding leads to an analysis of the inception of illegal file-sharing websites as an outlet for music distribution, as well as its long-lasting effects on industry distribution tactics and music streaming platforms. This paper then narrows to the origins of the rap industry, delving into the traditionally-rooted experiential celebrations that birthed such an impactful genre. Following an understanding of the history of the recording and rap industries, this paper identifies the modern music listener’s behaviors and choices, supplemented by an examination of how consumer social technologies have motivated these changes. To best understand the role of these evolving perceptions, this paper evaluates four successful rap artists - Chance the Rapper, Tekashi 6ix9ine, Lil Nas X, and Travis Scott - and determines the strategies employed by these individuals and their branding teams. Finally, in determining these strategies, this paper outlines the essential takeaways from this research that would aid in the advancement of an artist’s personal branding today.
ContributorsBoyle, Jared Devin (Co-author) / Schneider, Garrett (Co-author) / Giles, Charles (Thesis director) / Lisjak, Monika (Committee member) / School of Music (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
This project describes the process of creating an arrangement of Gustav Holst's "Second Suite in F for Military Band," to include the oboe d'amore. The oboe d'amore is a member of the oboe family which is not often used in the modern day. Also included are a score, 5 individual parts, and a digital audio file of the arrangement.
ContributorsJones, Katherine (Author) / Schuring, Martin (Thesis director) / Micklich, Albie (Committee member) / School of Music, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12