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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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Agent

Created

Date Created
2018-05

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Creations by Songbird: An Exploration of Marketing and Selling Handcrafted Home Decor

Description

The goal of this project is to gain market research insight into the handcrafted goods industry and apply this knowledge towards a business plan for a small crafts business: Creations by Songbird. We accomplish this goal by conducting primary and

The goal of this project is to gain market research insight into the handcrafted goods industry and apply this knowledge towards a business plan for a small crafts business: Creations by Songbird. We accomplish this goal by conducting primary and secondary research on the crafts selling industry to see who the target customer is and what their habits are. First, we conduct a literature review looking into the background of some known crafts sales platforms. We discover several consistent trends in product differentiation, retail price calculation, and search engine optimization that we will apply to our business plan. Next, we conduct primary market research in the form of observations, customer and business owner interviews, and surveys. We learn that Instagram is a widely used marketing tool and that Etsy and crafts shows are popular sales channels. Using the results of our research we conclude that the our target customers are women ages 18-24 and 50-59 who attend crafts shows several times per year and occasionally browse Etsy. Many of these women enjoy objects that are vintage style and on average they spend less than $50 per item. Applying the industry and market knowledge gleaned from our research we create a business plan that outlines a price/cost breakdown, marketing plan, and sales plan for Creations by Songbird. We plan to utilize Instagram as our main marketing tool and will sell records via crafts shows and Etsy. Based on our estimates, we conclude that Creations by Songbird will be a profitable business.

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Agent

Created

Date Created
2018-05

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Flesh and Bone Cosmetics: A Business Model & Marketing Strategy Addressing the Lack of Diversity in the Makeup Industry

Description

Within the beauty industry, a common issue that exists is the lack of diversity in product colors that suit consumers of darker-skinned ethnicities. Ethnic diversity in makeup products is often difficult to find, particularly in regard to more affordable brands.

Within the beauty industry, a common issue that exists is the lack of diversity in product colors that suit consumers of darker-skinned ethnicities. Ethnic diversity in makeup products is often difficult to find, particularly in regard to more affordable brands. Over the years, the makeup and beauty industry has focused their attention on Caucasian females, thus excluding many other races, ethnicities, skin colors, and even genders. Although the lack of diversity in the cosmetics world is often related to people with darker complexions, this issue can affect any individual of any ethnicity or skin tone. This lack of diversity causes a negative psychological impact on individuals and causes people to experience feelings of frustration, anxiety, and exclusion. The purpose and significance of this research is further outlined in Chapter I. To address this issue, I developed an overarching research question: How might I create a custom makeup product that provides value to my audience? In order to answer this overarching question, I conducted research to answer the following areas: (1) Who is my audience? (2) What are my audience's perceptions and attitudes about makeup? (3) What challenges does my audience face when searching for or purchasing makeup? (4) Why does my audience value my product? and (5) What does my audience believe about my product? These questions allowed me to gather an in-depth understanding of the customer, including their tastes, preferences, needs, values, and demographic characteristics. Chapter II is comprised of the literature search which explores four themes: (1) the changing perception of the makeup industry, (2) diversity in makeup, (3) makeup's psychological impact on individuals, and (4) custom makeup & the market. Chapter III describes the research design and process while Chapter IV presents and analyzes the data and findings. The compiled research informed the business plan and influenced the conception and creation of the brand. Based on my qualitative and quantitative research -- which included a literature search, multiple depth interviews, and a survey -- I created Flesh and Bone Cosmetics. Flesh and Bone Cosmetics is an inclusive custom cosmetics brand that addresses the lack of diversity in the makeup industry by offering Liquid Foundation Drops. This product is a highly pigmented range of tints that recolors and adjusts any existing liquid foundation -- this allows individuals to discover their perfect color match at an affordable price range. Chapter V provides recommendations on forming a business model and marketing strategy for Flesh and Bone Cosmetics.

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Created

Date Created
2018-05

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The Influence of Logo Design Complexity on Color and Brand Personality

Description

Logos have strong communicative power. Companies dedicate a considerable amount of time and money to designing their logo because logos have the ability to convey important information about their identity. Color also has strong communicative power, especially as found in

Logos have strong communicative power. Companies dedicate a considerable amount of time and money to designing their logo because logos have the ability to convey important information about their identity. Color also has strong communicative power, especially as found in packaging. Therefore, this study examines the relationship between black packaging and logo complexity to test whether logo design can change perceptions of color. The study also analyzes millennialist trends in logo design preferences. I designed and tested two logos to determine how complex logos influence consumer perceptions of brand identity differently than simple logos. Next, I collected responses using a Qualtrics survey. Independent samples t tests revealed that companies who use a complex logo are perceived as more expensive and upper-class. Meanwhile, companies who use simple logos are seen as contemporary and sophisticated. Although the t test results were not statistically significant, the qualitative responses were consistent with the t test findings. Despite the initial hypothesis, millennials showed a greater preference for the complex logo than the simple logo. I also found that incorporating natural elements into the design led participants to perceive the brand as sustainable. Natural elements can often be translated into femininity, as participants expected products packaged with a natural logo to target females. These findings were used to create logo design recommendations for cosmetic companies with lower brand equity.

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Agent

Created

Date Created
2019-05

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It’s More Than Music To Us: An Enhanced Approach to Music Festivals

Description

In this world of fading trends, a fear of missing out, and the next best thing, people crave lasting connection and authenticity. Music festivals are multi day musical and social events that have to power to bring people together for

In this world of fading trends, a fear of missing out, and the next best thing, people crave lasting connection and authenticity. Music festivals are multi day musical and social events that have to power to bring people together for a ritualistic experience providing a meaningful awakening for each individual attendee. Peoples identity can be validated in the affirmative social negotiation and a safe environment - just so at a music festival. The ritual that exists at festivals through the actions attendees make all combine into an incomparable experience aiding them in their own personal growth and their connection to others and their surroundings. With the support of survey data on music festivals, the best changes to festival production would be the implementation of more purposeful activities to contribute to the ritual and meaning for attendees, as well as marketing content which showcases the elements of community, art and music, rather than the regular sales pitch. This shift of marketing content would set a positive tone for the given music festival, which is crucial in ensuring attendees arrive with good intentions and have that transformative experience to expand themselves and feel connected.

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Agent

Created

Date Created
2019-05

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Marketing the America's Cup in the United States: Windfall Opportunities for Growth

Description

The America's Cup is the preeminent international sailing competition. Since the cup was first awarded to the United States in 1851 for winning a race around the Isle of Wight in England, it has been up for perpetual international competition.

The America's Cup is the preeminent international sailing competition. Since the cup was first awarded to the United States in 1851 for winning a race around the Isle of Wight in England, it has been up for perpetual international competition. The purpose of this project is to assess the marketing strategies implemented for the 35th America's Cup which took place in Bermuda in June of 2017. Through qualitative and quantitative research I discovered the strengths and weaknesses of the current marketing strategies in addition to identifying opportunities for future Cups. While attending the 35th America's Cup in Bermuda I was able to conduct long interviews with several c-level executives of the America's Cup Event Authority as well as conduct a survey with attendees of the Cup. Analysis of this data allowed me to determine effective consumer awareness practices, ideal consumer involvement techniques, experience design, optimal marketing tactics, and strategic branding. I was also able to identify critical goals that the current Event Authority Management have set that embody their vision for future America's Cups. The ultimate objective of this research is to propose marketing strategies that will expand the influence of the America's Cup and transform it into an iconic and widely known sporting event in the United States. In previous years there has been very limited marketing invested in building awareness for the America's Cup so I plan to identify components that have brought them success in the past and then recommend new strategies and tactics that will successfully build awareness and increase viewership. These elements will then be able to be integrated into a marketing strategy and experience model for future America's Cups.

Contributors

Agent

Created

Date Created
2018-05

Arizona's Potential in Filmmaking: Why Arizona can, and should be a player in the movie industry

Description

The Film Industry is one of most exciting and informative businesses in the world, a business where the revenue of a single feature film can approach or exceed $1 billion. Current trends show a significant increase in independent production and

The Film Industry is one of most exciting and informative businesses in the world, a business where the revenue of a single feature film can approach or exceed $1 billion. Current trends show a significant increase in independent production and a demand for major studio facilities outside of California. Many states are meeting the demand by building state-of-the-art sound stages and production facilities. To further attract productions into their state, tax incentives and rebates are offered, resulting in a long-term influx of movie production that generates hundreds of millions of dollars of revenue for their communities, contributing an estimated $200,000 a day into the coffers of the localities where they film. In addition to the revenue it generates, the motion picture and television industries employ over 1.3 million Americans. Despite numerous benefits to states that cater to the movie industry, Arizona continues to flounder. With all the resources and advantages offered to Arizona including good weather and proximity to Hollywood, the state has the potential to become a key player within the film industry. The purpose of this study is to conduct interviews from industry professionals, both in and out of state, to get an idea of where Arizona stands in the movie making industry and if the state should take the steps necessary to build a more dominant presence. Using states like New Mexico as a model, comparisons will be made between different programs offered and implemented in both Arizona and other states. Data will be collected through induction of personal interviews and the responses gathered will be used to formulate a more formidable opinion on what Arizona is capable of doing within the movie making industry.

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Agent

Created

Date Created
2019-12

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Growth Hacking Within the Setting of a Fortune 500 Company

Description

In the startup community, growth hacking tactics are often a key to massive growth in a short amount of time. This is vital in a community where innovation consistently outpaces development, funding runs out fast and products are easily scalable.

In the startup community, growth hacking tactics are often a key to massive growth in a short amount of time. This is vital in a community where innovation consistently outpaces development, funding runs out fast and products are easily scalable. In this rush to get users, startup companies are finding ways to scale quickly and efficiently, leaving bigger companies unable to keep pace. This thesis examines how Fortune 500 companies can utilize growth hacking in order to mimic the successes found by startups using these techniques. When large companies implement growth hacking tactics, there are two primary models they can follow. The first is an acquisition model, where companies acquire a startup that has already implemented growth hacking tactics successfully. In this model, the startup, despite being acquired, remains autonomous from the core company and is largely allowed to continue in its efforts to grow without the strain and rules of corporate culture. The second model is an internal implementation model. In this model, the company attempts to create an "internal startup" that lives within the parameters of the company's culture and rules. The company then tries to discover and implement the best-suited growth hacking tactics themselves. At the moment, there are several instances of Fortune 500 companies implementing both models. It is important that companies experiment in implementing these tactics as one way to stay relevant and keep up with the ever changing and innovating market. In this thesis, I will attempt to implement growth hacking through MakerSource, an internal project started by Avnet, Inc. I will compare the results of the growth hacking tactics implemented within MakerSource with those implemented by Hackster.io, a startup recently acquired by Avnet, Inc. In each program a variety of push, pull and product tactics were to be implemented. While Hackster.io achieved success with their growth hacking following the acquisition model, MakerSource, following the internal implementation model saw less success.

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Agent

Created

Date Created
2017-12

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An Exploration of the Design and Execution of Gender-Neutral Retail Products

Description

Two gender-neutral products developed and sold by IKEA were studied in order to learn about the development of such items, as well as what makes gender-neutral products appealing to consumers.

Contributors

Agent

Created

Date Created
2017-12

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The Effects of Fast Food Health Claims on College Student Perceptions of Health

Description

Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how

Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.

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Agent

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Date Created
2018-05