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- All Subjects: Marketing
- Creators: Department of Information Systems
- Resource Type: Text
Description
The Academy Awards represent the uneasy tension between art and commerce in Hollywood. The façade of art that the Academy has worked so hard to cultivate is weakened in the face of “for your consideration” campaigning. These advertising efforts, led by the studios and teams employed by potential nominees, make claims to the virtues of a given film and advocate for their celebration. The awards business has grown into a multi-million dollar industry, directly contradicting the art-driven version of Hollywood that the Academy claims to represent.
ContributorsKisicki, Lauren (Author) / Vasquez, Joshua (Thesis director) / Baker, Aaron (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Department of English (Contributor)
Created2023-05
Description
In this paper, I have designed a business model for a new type of fashion retail
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this store
will heavily reduce the amount of search time for customers by only showing clothing
pieces that each person is likely to purchase, based on predictive analytics. In order to
plan this business model and determine whether a company of this style could be
successful, this paper includes research on the current environment of the fashion
industry, the company’s potential target market segmentation, and tactics for developing
the best customer offering.
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this store
will heavily reduce the amount of search time for customers by only showing clothing
pieces that each person is likely to purchase, based on predictive analytics. In order to
plan this business model and determine whether a company of this style could be
successful, this paper includes research on the current environment of the fashion
industry, the company’s potential target market segmentation, and tactics for developing
the best customer offering.
ContributorsTrevino, Alexandra (Author) / Riker, Elise (Thesis director) / Schlacter, John (Committee member) / WPC Graduate Programs (Contributor) / School of International Letters and Cultures (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
With the discovery of “Big Data” and the positive impacts properly using data can have on any and every business, it is no wonder that there has been an explosion of companies choosing to implement many possible uses of data. Consumers and any people who may not fully understand the process of collecting, analyzing, and visualizing data may be more easily swayed towards believing something that might not necessarily be true or represented accurately. Often it may feel like every hot topic issue has groups on both sides of the issues using seemingly objective data to prove why their side is correct. Seeing two contradictory sides with seemingly factual data can leave many people confused and unsure what the correct course of action is. With this in mind, I realized that there was a chance the businesses could be creating similar misrepresentations of data to sway customers that the company’s product or service is absolutely a necessity in their lives. After all, the world of marketing and understanding consumer preference is a wildly changing and constant moving target that companies have to navigate. Using data surrounding their products and services to create a desire in consumers to buy and use their offerings seems like a surefire way to successfully target market segments.
As I researched and conducted initial analysis for this project, I quickly ran into a few roadblocks that lead to me needing to pivot off of certain ideas and adapt my initial plans to fit what was actually being done in the current marketing environment. In reality, most businesses are not up for taking the risk of explicitly giving real metrics of their products and services to customers. Due to this, my thesis evolved into finding other ways that companies would use logical appeals to represent their products and comparatively analyze how these companies choose to represent themselves on a social media platform.
As I researched and conducted initial analysis for this project, I quickly ran into a few roadblocks that lead to me needing to pivot off of certain ideas and adapt my initial plans to fit what was actually being done in the current marketing environment. In reality, most businesses are not up for taking the risk of explicitly giving real metrics of their products and services to customers. Due to this, my thesis evolved into finding other ways that companies would use logical appeals to represent their products and comparatively analyze how these companies choose to represent themselves on a social media platform.
ContributorsQueen, Adrianna Louise (Author) / Prince, Linda (Thesis director) / Olsen, Christopher (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
As a Marketing and Business Data Analytics student, it has become increasingly apparent through coursework and professional experiences that the landscape of e-commerce and data-driven marketing is changing. Many companies flounder and are barely keeping up with the fast-developing world of e-commerce, while others are thriving and becoming “E-Commerce Giants”. What do they do that make them successful?
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
ContributorsSirois, Natalie Rose (Author) / Giles, Charles (Thesis director) / Fette, Donald (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions for proper advertising practices that are not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see the fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions of proper advertising practices that is not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
The results show that the average consumer does not have a complete understanding of financial instruments in the context of these advertisements. These results also demonstrated that consumers are not completely comprehending the information provided to them by these advertisements. We found that in some cases, it was the way that information was provided to the consumer that was causing them to have misconceptions about the information presented. We concluded that there were enough respondents that did not correctly interpret these advertisements to support that there is some misleading and deception by these advertisements despite the lack of context by the FTC. As such, we suggest that current federal guidance be made into official regulation to further prevent these transgressions and further attempts be made to locate and prevent deceptive advertisements.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions of proper advertising practices that is not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
The results show that the average consumer does not have a complete understanding of financial instruments in the context of these advertisements. These results also demonstrated that consumers are not completely comprehending the information provided to them by these advertisements. We found that in some cases, it was the way that information was provided to the consumer that was causing them to have misconceptions about the information presented. We concluded that there were enough respondents that did not correctly interpret these advertisements to support that there is some misleading and deception by these advertisements despite the lack of context by the FTC. As such, we suggest that current federal guidance be made into official regulation to further prevent these transgressions and further attempts be made to locate and prevent deceptive advertisements.
ContributorsYee, Thorin Cole (Co-author) / Heathcotte, Emily (Co-author) / Giles, Charles (Thesis director) / deLusé, Stephanie (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.
ContributorsFurnas, Madison (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Svirskis, Anthony (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor)
Created2022-05
Description
The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.
ContributorsFurnas, Madison (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Svirskis, Anthony (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor)
Created2022-05
Description
Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an organic and genuine response from consumers, marketers are often faced with difficulties or failure when explicitly requesting that consumers engage in positive WOM behaviors. However, there are certain practices that firms can implement to encourage WOM behaviors from their consumers. This study examines the effectiveness of two different freebie marketing methods and the impact that each method’s presentation has on a consumer’s willingness to participate in WOM. The results of this study will be used to provide companies with guidelines and recommendations to successfully create freebie marketing strategies that drive authentic WOM surrounding their brand and products.
ContributorsBoyer, Victoria (Author) / Hanzlick, Camille (Co-author) / Lisjak, Monika (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor)
Created2022-05
Description
Basketball has evolved and is continuing to evolve in parallel with media and communication. The 21st century bears witness to the digitization of basketball, media, and communication with the advent of social media. Arguably the most esteemed professional basketball league in the world, the National Basketball Association (NBA) observes fans and players alike conversing about the game through social media platforms available across the world. One of the most popular platforms, Twitter, enables anyone with a computer to write a textual post known as a “tweet” that can be made viewable to the public. The Twitter landscape holds a trove of data and information including “sentiment” for NBA teams to analyze with the goal of improving the success of their team from a managerial perspective. Two aspects this paper will examine are fan engagement and revenue generation from the perspective of several franchises in the NBA. The purpose of this research is to explore and discover if key measures of performance including both the number of points scored in a game and the game outcome either being a win or a loss, and the location of a game being won either at home or away on the road influence fan Twitter sentiment and if there is a correlation between fan Twitter sentiment and game attendance. The statistical computing tool RStudio in combination with data compiled from online databases and websites including Basketball Reference, Wikipedia, ESPN, and Statista are employed to execute two t-tests, two analysis of variance (ANOVA) tests, and one correlation test. The results indicate there is a significant difference in fan Twitter sentiment between high-scoring games and low-scoring games, between game wins and losses, among games being won at home versus away on the road, and there is no conclusion that can be made regarding any existing correlation between fan Twitter sentiment and game attendance.
ContributorsKwan, Matthew (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Information Systems (Contributor)
Created2022-05
Description
The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their advertising efforts differently because of their backgrounds, so movie marketers must recognize these differences to be able to succeed in international markets. This thesis is intended to help provide information for filmmakers and their respective film advertisers on how different cultures may perceive promotional movie poster factors, and how they can be more successful in their pursuit. Specifically, we are focusing on the influence of stars and review sources featured on such posters and how they might play into someone’s response to a film. To do so, we will be comparing viewers relative to their Hofstede cultural dimensions (of individualism and collectivism and power distance) to understand what factors might influence a society more and why. We first dive into our preliminary research, then make predictions and test them through a 2x2 study to determine what movie promotion elements are most influential to different viewers. Next we will conclude with the managerial implications and limitations and future research of our study. Overall, our research and data findings offer insights to filmmakers on how they might enhance and tailor their movie promotions when marketing to different cultures.
ContributorsCheruvu, Niyati (Author) / Gardner, Kyra (Co-author) / Eaton, Kate (Thesis director) / Palmer, James (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor)
Created2022-05