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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
The retail industry has experienced significant change and evolution in the past decade—perhaps more than any other consumer discretionary industry in the marketplace. The rapid growth and expansion of e-commerce has been a key catalyst in driving such evolution. As consumer preferences have evolved, and their demand for convenience and expedited service has increased, e-commerce has been a become a preferred channel for making purchases. What started out as a medium for purchasing everyday goods, such as clothing, has become a vast marketplace where buyers can find just about anything they need or want online – even groceries.
ContributorsKrause, Carson L (Author) / Brian, Sadusky (Thesis director) / Rick, DeAvila (Committee member) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Every year, major companies buy Super Bowl advertisements (‘ads’) to fuel growth through the creation of brand awareness among a large, diverse audience. Although measuring the effectiveness of these marketing tactics is difficult, evaluating the abnormal returns (‘alpha’) of company stocks in the five days following the Super Bowl is effective because it provides insight into how actual returns compare to expected returns (calculated using data from the preceding 250 days). Analysis of a comprehensive sample, which includes all Super Bowl ads for public companies between the years 2015 and 2019, accurately demonstrates the relationship between these returns, illustrating the effectiveness of this type of marketing. To account for variation resulting from different inputs in different financial models, it is important to evaluate alpha based on several, reputable models of expected return to best capture the result. In this study, alpha will be analyzed using the Capital Asset Pricing Model (‘CAPM’) and the Fama and French 3 and 5 factor models. Although the ideology that increased marketing improves stock returns through brand awareness suggests a positive alpha, these models all indicate a statistically significant negative alpha for large, public companies who bought Super Bowl ads over the past five years. Therefore, actual returns, on average, are lower than projected returns for the evaluated five-day window following the Super Bowl. In examining alpha and statistical significance according to these financial models, this thesis will explore different market factors that may explain this counterintuitive result, primarily focusing on the investors’ opinions about this type of marketing. Therefore, in researching various discrepancies contributing to the negative alpha result, this study will accurately assess the effectiveness of Super Bowl advertising in terms of stock performance.
ContributorsWynne, Shannon Elizabeth (Author) / Budolfson, Arthur (Thesis director) / Smith, Geoffrey (Committee member) / Department of Finance (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
Barrett Honors Thesis
Abstract
Noah Zweiback
The 21st century has brought significant changes to American consumers through technological advancements, social medias, and changing public sentiments. The sport industry in particular has been largely unable to capitalize on these changes due to the traditional nature of sports.
Keyball™ is the new 21st century sport specifically designed to have the greatest spectator appeal in this modern age. With focus on athleticism, parity, theatrical/emotional engagements, and community impact, Keyball™ aims to create a fan experience that is not achievable by other professional sports leagues. By design, there is high skillset carryover from other sports, ensuring tremendous talent will always be available, and fans of many different sports will find Keyball™ attractive to watch and follow.
The professional sports industry has been dominated by only a few players for the past century. Due to the traditional nature of sports, innovation is hard to implement in professional leagues. Tackle football is A. incredibly dangerous, causing broken bones, torn ligaments and tendons, and serious brain damage (concussions, CTE) at high rates. B. Football is low scoring and C. the pace of play is very slow. Basketball by nature A. overwhelmingly rewards height or verticality. It also B. lacks physicality and C. parity (NBA level). D. The foul system is flawed and easily exploited, dampening the end of games.
Keyball™ is positioned to A. be much more violent than basketball/soccer/baseball, while being significantly safer than tackle football. In addition, B. the speed of play is much faster than football, similar to a soccer/basketball live play style. C. Keyball™ is high scoring (like basketball, unlike football and soccer) and features much more dynamic/exciting scoring opportunities than traditional team sports. Keyball™ D. unifies the highly entertaining skillsets of soccer players (foot skill) with basketball/football players (explosiveness & hand coordination). E. Keyball™ has inherent double meaning that alludes to gambling (Keyball™ Wager) yet still promotes charity, selflessness, and American values (capitalism, sportsmanship, teamwork).
Abstract
Noah Zweiback
The 21st century has brought significant changes to American consumers through technological advancements, social medias, and changing public sentiments. The sport industry in particular has been largely unable to capitalize on these changes due to the traditional nature of sports.
Keyball™ is the new 21st century sport specifically designed to have the greatest spectator appeal in this modern age. With focus on athleticism, parity, theatrical/emotional engagements, and community impact, Keyball™ aims to create a fan experience that is not achievable by other professional sports leagues. By design, there is high skillset carryover from other sports, ensuring tremendous talent will always be available, and fans of many different sports will find Keyball™ attractive to watch and follow.
The professional sports industry has been dominated by only a few players for the past century. Due to the traditional nature of sports, innovation is hard to implement in professional leagues. Tackle football is A. incredibly dangerous, causing broken bones, torn ligaments and tendons, and serious brain damage (concussions, CTE) at high rates. B. Football is low scoring and C. the pace of play is very slow. Basketball by nature A. overwhelmingly rewards height or verticality. It also B. lacks physicality and C. parity (NBA level). D. The foul system is flawed and easily exploited, dampening the end of games.
Keyball™ is positioned to A. be much more violent than basketball/soccer/baseball, while being significantly safer than tackle football. In addition, B. the speed of play is much faster than football, similar to a soccer/basketball live play style. C. Keyball™ is high scoring (like basketball, unlike football and soccer) and features much more dynamic/exciting scoring opportunities than traditional team sports. Keyball™ D. unifies the highly entertaining skillsets of soccer players (foot skill) with basketball/football players (explosiveness & hand coordination). E. Keyball™ has inherent double meaning that alludes to gambling (Keyball™ Wager) yet still promotes charity, selflessness, and American values (capitalism, sportsmanship, teamwork).
ContributorsZweiback, Noah B (Writer of accompanying material) / Denning, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
This thesis will take a look into the perspective of graphic designers and the important factors that they feel make a good sports logo. The relationship between sporting logos, their respective fan bases and human society will also be addressed. On the surface, logos may seem like an unimportant aspect of sports and of a team. They have always been a part of the sporting world and can often be an afterthought. Interviews with two graphic designers were conducted for this paper, one who has worked in the sports logos industry for over 25 years creating the identities for close to 100 different teams and the other being the Director of Clubhouse Creative, the design team within the Arizona Diamondbacks organization. Through those two interviews, I have discovered that there is much more to logos than sitting in front of a computer trying to be artistic. Each logo has a story and reason for being designed the way that it is, and I hope to convey that to the reader. In addition to the interviews, I have presented various examples of controversy in sports logos. My research of these controversies will display a wide range of examples from issues involving racism in logos to fan base disapproval. The information presented in this thesis is designed to show the reader why sports logos are important and why they shouldn’t be an afterthought.
ContributorsWelter, Nicholas E (Author) / Rawitch, Josh (Thesis director) / Hass, Mark (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Accurately assessing Major League Baseball player value is at the core of consistent success for any MLB organization. Effectively targeting players in trades and strategically spending available funds in the free agent market are of increasing importance as MLB salaries rise. In a sport where it takes 162 games to separate contenders, any advantage in identifying talent can be the difference between winning and losing. This paper draws team batting data from the past seven MLB seasons and runs a multi-variable regression to measure the run value of each individual batting outcome. If teams can more accurately measure the offensive value a player produces, they can more optimally spend their finances. Our regression results suggest that previously used statistics such as wOBA and OPS neglect outcome that have significant effects: baserunning ability and out type. Further contract analysis on four free-agent signing from 2018-2019 free agent class illustrate that teams often over and underestimate player value and could benefit greatly with more accurate player evaluation.
ContributorsGildea, Matthew E (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Economics (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Depletion can be a common occurrence in today’s world where a rapid pace is the norm. Depletion is the using of a person’s self-monitoring resources that can erode one’s decision making ability. Depletion affects people in their day-to-day personal and professional lives and can especially be problematic when it compromises career prospects. Professionals, such as doctors, lawyers, and accountants, all make important decisions daily and in pursuit of quality decision-making must exert self-control and avoid impulsive reactions to environmental events. Many studies have been conducted providing evidence of the harmful effects of cognitive depletion; an extensive literature focuses on the medical profession where poor decision-making has life-and-death consequences. This thesis reflects on the effect of depletion on accounting professionals. To that extent, behavioral experiments were conducted using student participants: students that will be future accountants. This study found that accounting students’ performance on a subsequent task was influenced if they had completed a difficult first task. Accountants, along with all professionals, need to be made aware of this circumstance to ensure that those who may be more susceptible to their resources being depleted can find ways to be aware of their self-control levels.
ContributorsBlevins, Megan J (Author) / Clausen, Thomas (Thesis director) / Reckers, Philip (Committee member) / School of Accountancy (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Opening a business is often an exciting time in one’s life, as they take their business idea into the marketplace. But, most individuals fail to adequately address whether their business can actually succeed before entering the marketplace. The thesis, Creating a Successful Gluten-Free Bakery: A Financial Model and Analysis analyzes whether or not a gluten-free bakery is a viable business to open in today’s marketplace. By costing the main financial variables, creating a financial model of a gluten-free bakery, and running scenario analysis, I was able to find whether or not opening a gluten-free bakery was a viable business in today’s marketplace.
ContributorsDantonio, Adam (Author) / Simonson, Mark (Thesis director) / Arthur, Budolfson (Committee member) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
The Solis Lofts Development Proposal thesis consisted of a full prospective development within the City of Tempe. Our team conducted a vast amount of market research to determine what sector of the market would provide the best return on investment. We organized meetings with local brokers from Cushman & Wakefield, CBRE, JLL, and Colliers International to learn more about the current market environment. Also, we organized meetings with local developers, architects, and lenders. These included Merit Partners, Sunbelt Holdings, MODUS Development, Catclar Investments, 5Visual, Butler Design Group, and Colonial Capital. Through the research we conducted we were able to successfully determine that a multifamily development within the City of Tempe would be a great way to enter the Commercial Real Estate Development field. Our project consisted of the full land acquisition process, architectural site plan review, financial analysis, and completion of the product.
ContributorsLiu, Braden John (Co-author) / Butura, Alexander (Co-author) / Zwillinger, Mason (Co-author) / Farnsworth, Yzaac (Co-author) / Sadusky, Brian (Thesis director) / Avrhami, Matthew (Committee member) / Department of Finance (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In baseball, a starting pitcher has historically been a more durable pitcher capable of lasting long into games without tiring. For the entire history of Major League Baseball, these pitchers have been expected to last 6 innings or more into a game before being replaced. However, with the advances in statistics and sabermetrics and their gradual acceptance by professional coaches, the role of the starting pitcher is beginning to change. Teams are experimenting with having starters being replaced quicker, challenging the traditional role of the starting pitcher. The goal of this study is to determine if there is an exact point at which a team would benefit from replacing a starting or relief pitcher with another pitcher using statistical analyses. We will use logistic stepwise regression to predict the likelihood of a team scoring a run if a substitution is made or not made given the current game situation.
ContributorsBuckley, Nicholas J (Author) / Samara, Marko (Thesis director) / Lanchier, Nicolas (Committee member) / School of Mathematical and Statistical Sciences (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The Arizona Fall League is a baseball league affiliated with Major League Baseball to provide further development to seven of each MLB team’s top minor league prospects. The games are played at the same stadiums as spring training in Arizona but historically draw a very low attendance in comparison. The marketing strategies currently used to promote and advertise the Arizona Fall League are not sufficient to meet the goal of increased attendance and increased profits as a result. The league currently markets its core product to the customer, meaning the actual baseball game itself along with the highly talented players, rather than the actual product provided to fans, meaning the social utility they gain from their experiences at an Arizona Fall League game along with the game. The league needs to focus mainly on two target markets: men and women ages 18-25 and families with children under 18. In order to shift the focus to the actual product, the league’s marketing staff should run promotions (alongside their current promotions) in association with local sports bars or restaurants and places that provide entertainment, such as Top Golf. They also should revamp their social media accounts to integrate a more fan-focused base for their posts, making fans feel like they are a greater part of the experience. These improvements would drive up attendance and generate more profits for the Arizona Fall League.
ContributorsMcCann, Matthew Donald (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Finance (Contributor) / School of Accountancy (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05