Filtering by
- All Subjects: Media
- All Subjects: Millennials
- Creators: Department of Marketing
- Member of: Theses and Dissertations
- Resource Type: Text
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
This project offers an argument that isolates several major forces that it contends pose a critical threat to the endurance of modern American democracy. It evaluates modern and classic political philosophy to identify the prerequisites for a stable democracy, identifying and defining voter education and participation as necessary contributors to civic engagement. It provides a socio-legal framework for evaluating four phenomena that have shifted in their impact on politics over the past 20 years: the roles of money and media in politics, as well as disenfranchisement by gerrymandering and by felon voting restrictions. It demonstrates how each has a new and worsening impact on voter education and/or participation, thus threatening the continued existence of modern American democracy.
While touring may have been all about sex, drugs, and rock n' roll back in the 70's, the money in music has transferred to tour profits, rather than album sales. Thus, artists tour harder and more frequently, leading to an industry of overworked and usually underpaid individuals. It isn't unusual for a touring professional to work 14+ hour days, 7 days a week, and the work is sometimes back-breaking labor. Physical illness and living with coworkers can also add to the stress of an already strenuous job.
Even worse, pressures from the public, their clients, and even their coworkers can prevent those suffering with mental health issues from speaking out about it. No Breaks describes the "cycle of silence," or the high probability that those experiencing mental health issues will continue to stay silent if members of their touring crew or larger music community also fail to speak up.
The book concludes with a list of actions the public and industry can take in order to prevent and alleviate the intense pressure the music industry feels, including putting money back into music, donating to organizations that work to treat mental illness in them music industry, and offering support those who do choose to speak out. The purpose of No Breaks, however, is not to eradicate the conditions that exacerbate mental illness with a turn-key solution, but rather to explore these complex issues and create awareness. Many of the problems discussed in the book are self-perpetuating or linked with each other, and will take time, awareness, and cooperation to move forward and create a better industry for all.
Keywords: children, technology, media, apps, families