Matching Items (34)
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- All Subjects: Marketing
- Creators: W. P. Carey School of Business
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
The intention of this thesis was to explore potential marketing avenues for Anavate Partners. Anavate Partners specialize in implementing, marketing, and selling the Anaplan software and this thesis was intended to provide a direction for their future marketing campaigns.
ContributorsKline, Zabric Michael (Author) / Neck, Christopher (Thesis director) / Murphy, Kevin (Committee member) / Heiler, George (Committee member) / School of Accountancy (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
DescriptionDuring the Third Wave of Democratization, the United States has influenced many different cultures through politics and social interests. The way in which this has occurred is through their marketing and advertising. Many companies are the reason that the United States is a super power today.
ContributorsNebeker, Garrett Albert (Author) / Wilson, Jeffrey (Thesis director) / Reiser, Mark (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / W. P. Carey School of Business (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
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Branding is one of the most important tools a business can use. Whether consumers know it or not, every purchasing decision that they make – be it for a product or service – is rooted in the brand. Thus, it is somewhat of a surprise that branding for individuals did not become popularized until 1997, with Tom Peters’ article “The Brand Called You.” In his article, Peters remarks on how changes in the marketplace and technology make developing a personal brand more accessible, as well as more important. The increasingly competitive marketplace combined with the rise of social media means that personal branding is even more important and more attainable today. Thus, it is vital for students entering the workforce to develop a brand that will allow them to distinguish themselves. This research examines whether or not students understand what personal branding is and if they have taken the steps to develop their personal brand. The research questions are as follows:
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
ContributorsBinsfeld, Jacqueline Rose (Author) / Montoya, Detra (Thesis director) / Gray, Nancy (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
Description
This study examines the differences in presence and perception of the Samsung and Apple brands in Spain compared to the United States. Primary research was collected on-site in Spain and comparatively analyzed to experiences in the United States from the perspective of an American citizen. Qualitative data in the form of observations and interviews was collected as well as extensive secondary research. The study will conclude international implications of these two brands in Spain.
ContributorsNeerhof, Samantha Noel (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study aimed to extend beyond existing research on the male-grooming industry to examine the reality of marketing an everyday cosmetic product to men. This thesis contains a two-part original research study involving a qualitative, exploratory study (Study 1) clarifying college-aged men's attitudes toward male grooming products and makeup for men; and a quantitative, experimental study (Study 2) created to test theories developed from Study 1. Study 1 discovered a pattern among male participants of citing functional/medicinal qualities of male-grooming products as their justification for purchase. Study 2 tested whether this could be applied to makeup by comparing the effects of two advertisements for male cosmetic products on the likelihood of purchase of the product advertised. The main implications of this research suggest that one way to integrate makeup for men into the mainstream market is to release products in free trials before releasing them for sale, since men in the study were somewhat likely to use a free sample of the product in the test advertisements, but unwilling to purchase it. Additionally, the presence of acne in the participants moderated the effects of the ads such that men without acne were more likely to try a cosmetic product when presented with the medicinal benefits of the product in addition to the appearance-enhancing benefits, rather than appearance-enhancing benefits alone. Overall, men with acne were more willing than men without acne to use the product, regardless of the advertising appeal.
ContributorsGibson, Jessica Lajoie (Author) / Eaton, Kathryn (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Arizona State University students are currently out of the loop when it comes to hearing about events being held in their community. This is because there is no established service that provides an inclusive list of both on and near campus events. What's worse is that the current methods for event marketing rely heavily on who one knows. Currently, ASU students hear about events through word of mouth, email chains, Facebook pages, and posters around campus. Thankfully, there is now an event marketing method that is available to everyone. UniEvents is a newly developed event service that live-tracks events around ASU's Tempe campus. UniEvents consists of a webpage that accommodates all screen sizes and is accessible by all devices including smartphones, tablets, and desktop computers. The website offers a user-friendly interface and useful features. Students are able to scan through event listings on a calendar or they can use an interactive map to find events nearest to them. Furthermore, UniEvents also offers the option for users to submit events to be advertised through the service. This way, students and organizations can easily spread the word about events on campus. Through UniEvents, ASU students will finally be able to see a conclusive list of upcoming events in one convenient site. Students will be able to save time and hassle by not having to rely on numerous sources to learn about events. UniEvents is committed to help students learn about events and get involved in campus activities!
ContributorsDeegan, Taylor (Co-author) / Nguyen, Lilian (Co-author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Harrington Bioengineering Program (Contributor) / Economics Program in CLAS (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This project investigates how experiences colleges create for admitted students impact students' excitement for, satisfaction with, and likelihood to attend the college, analyzed by different subgroups, and how non-yielded students compare their college selection to W. P. Carey on various metrics. This study found that top admit students were less likely to attend, less satisfied, and less excited with the services offered than their counterparts and recommendations were made to improve the gap.
ContributorsGullo, Kelley (Co-author) / Dwosh, Bennett (Co-author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Marketing (Contributor) / School of Human Evolution and Social Change (Contributor) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05