Matching Items (41)
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- All Subjects: Advertising
- All Subjects: Creative Project
- Creators: Department of Marketing
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 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.
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.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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 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.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
I Am Not A Millennial is an honors thesis project that combines research with a creative application to determine the best practices for companies and advertising agencies. The thesis consists of three main sections: an overview of what a millennial is, bursting the millennial hype bubble, and discussion of whether new targeting techniques, new ideas for content, or new ways of advertising are necessary to engage the Millennial consumer. The thesis will first look at the Millennial Generation to answer the question of "Who are they?" with the emphasis on removing the negative stereotypes from the Millennial generation. This section will be supported by the following section which will discuss the lack of statistical information that truly separates the Millennial generation from its predecessors. Finally, by presenting information on my experiences leading a student-run advertising non profit, case studies, and working within an account management department of an advertising agency, this thesis will present conclusions that advertising agencies and businesses need to develop targeting and content practices that focus in on consumers' interests and tell the story of "why" in order to connect with Millennials.
ContributorsCondo, Ashley Roelle (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Children today are being primed with technology at very young ages, leading to a more digitally focused lifestyle. Tangentially, today's digital culture has led to the increase of online shopping rather than in-store shopping. A group of students at Arizona State University's Innovation Space program, in partnership with Disney Consumer Products, set out to create a children's product that bridged the physical-digital gap, and encouraged outdoor activity. The result of their work was Blitz: a versatile, outdoor gaming console that brings traditional outdoor fun into the digital world. This thesis and paired creative project are an extension of the research and development done by the Blitz team. The purpose of this additional research is to discover how parents and children shop online in to design a website to market and sell the Blitz gaming system. Some of the topics covered include visual design, functionality, user interaction, and marketing tactics. The goal is not to develop advertising tactics to manipulate children, but to find the best ways to design for, and market children's products.
ContributorsPoindexter, Devin Alan (Author) / Fehler, Michelle (Thesis director) / Peck, Sidnee (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2014-12
Description
Script supervising is a job on a film set that is often overlooked; however, without the script supervisor there could be countless errors in a movie. Script supervisors keep track of the continuity of the script, including matching actions, eye-lines, and all of the details in the set. The other main task of the script supervisor is to record information; he or she keeps track of the director's favorite takes, general camera information, and what each shot covers. My thesis covers an in-depth look at the practice of script supervising as well as my experiences script supervising two feature films.
ContributorsGeske, Victoria Manette (Author) / LaMont, Christopher (Thesis director) / Bernstein, Gregory (Committee member) / Barrett, The Honors College (Contributor) / School of Film, Dance and Theatre (Contributor)
Created2014-12
Description
Usually a medical website has a description, or overview, of the condition. Then there are different sections informing the viewer about the signs and symptoms, diagnosis, and treatment options. There are some resource links for families to explore, but there it provides more information rather than narration. What is lacking is a patient account or perspective on the given topic. This project suggests an added resource for parents and patients with its storytelling element that is irreplaceable. An example is also available using my own story growing up with hemifacial microsomia.
ContributorsCanales, Alicia Marie (Author) / Dixon, Kathleen (Thesis director) / Dodge, Nancie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-12
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
The globalization of dance offers a unique situation to encourage peace. The kinesthetic experience associated with dance builds communities and unites people without needing to share the same language or be in the same location on the planet. Dance is a vehicle to understand other cultures but how can people be given the keys? As the 2014 Circumnavigator Travel Study Grant recipient for Arizona State University (ASU), I traveled to six countries in three continents over seventy-two days conducting ethnochoreology (dance ethnography) research. Upon returning I had a passion to share my experience through dance. Therefore I organized a charity dance concert. To share my kinesthetic education from my trip I taught six high schools each a dance from the countries I visited. An additional high school, elementary school and ASU students joined the concert. The performers and audience members gained new understanding, curiosity and appreciation. The proceeds of the concert have started a new scholarship for ASU students pursuing dance or studying abroad. This journey has come full circle just like the Circumnavigator trip which began this project. Knowledge of other dances from around the world invites participants to see into the heart of the culture, creating empathy. Therefore dance can ignite peace.
ContributorsCoury, Melia Ann (Author) / Vissicaro, Pegge (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / School of Film, Dance and Theatre (Contributor)
Created2015-05
Description
With the millennial and Gen Z generations being comprised of avid social media users, corporations have turned to online platforms, such as Twitter and Instagram, as a way of communicating and connecting to their audiences. One method that corporations are using to attract consumers is utilizing internet memes. Brands and corporations are now marketing through internet memes to enhance and define the brand’s personality and voice. This study examines the ways corporations use internet memes to personify their brand image and the overall effectiveness of meme usage in engaging consumers. Based on an exploratory analysis of brands over several media pages, we find evidence that brands with an edgy or humorous personality have increased engagement when using this method of communication, while more luxury brands should avoid using memes. Our research was conducted by examining and analyzing the social media accounts of four companies that use memes regularly as ways to promote their brands between November 1, 2018 and February 1, 2019. Our findings suggest that there is no definite correlation between internet memes and consumer engagement, rather that they are beneficial to use in addition to traditional marketing. In order to gain a stronger understanding of the relationships between internet memes and engagement, future research can study online brand personalities more in-depth and develop theories on the effectiveness of meme usage.
ContributorsReicks, Amber Michelle (Co-author) / Ahmas, Roxanna (Co-author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The way that people consume media is changing. While every platform seems to shift to video, there is a not-so-quiet revolution going on in the podcast industry. Each week, 10,000 new podcasts are created and uploaded and this number continues to grow (Moore, 2018). As the prevalence of smartphones, faster download speeds, and streaming platforms have proliferated across the globe, more and more people are turning to podcasts to get their content fix. Young professionals are especially drawn to the format because it fits perfectly into their busy lifestyles. This thesis explored how to create, produce, and market a podcast to college students and entry level workers that are interested in pursuing a career in advertising. We collected data through conducting depth interviews and an online survey to podcast listeners as well marketing and design students. The insights drawn from this research were combined with a thorough trend analysis of the podcast market to find the factors that matter most to the target consumer. From there we produced eight episodes of the podcast and released them over a timespan of two and a half months. Finally, paid social media advertisements were used to target students at major advertising colleges around the country. The results of this thesis found that there are a number of important takeaways from the process that can help anyone build a podcast brand, audience and media strategy. Our research found that prospective podcasters should: maintain a consistent upload schedule, invest in audio quality, experiment with content strategy, know their target audience, own your show’s brand, and not rely on just one audio streaming platform.
ContributorsLarkin, Brianna Nicole (Co-author) / Larkin, Brianna (Co-author) / Teixeira, Trent (Thesis director) / Eaton, Kathryn Karnos (Committee member) / Giles, Charles (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05