Matching Items (38)
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- All Subjects: Creative Project
- All Subjects: Branding
- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Member of: Theses and Dissertations
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
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (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
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
Innovation Space is a course designed to challenge senior students to collaborate on an interdisciplinary basis while completing a thought-provoking project. Each project is designed to allow students to address real-world issues. My team, Leverage, has created a product suite for power wheelchair users. Our product suite equips a wheelchair with a backup camera, an expanding lap desk, and a headrest with integrated Bluetooth speakers and microphone. These products are designed to increase the productive potential of the disabled, particularly quadriplegics injured around the C4 vertebra level. During the course of the program, my team will create physical prototypes of our product and I will create a full business plan. The individual written portion of my thesis will consist of discussion of a branding framework developed by creative director Patrick Hanlon. In addition, I will suggest methodology for effectively branding our company.
ContributorsGaynor, Max Daniel (Author) / Peck, Sidnee (Thesis director) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor)
Created2014-05
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
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations. The research draws attention to the fact that brands are now living in polarized times, in which there can be numerous risks and opportunities for taking a particular stance socially or politically (Kleinberg, 2017). Thoroughly understanding and measuring brand customer perception in regards social and political stance can be vital to the future success or demise of a brand. To further understand consumer perceptions, it is imperative to analyze the opinions and information of the demographics in which brands appeal to. They can have differing opinions on the subject matter, therefore brands must be sensitive to these differences, and make changes accordingly. Moreover, analyzing current advertising campaigns are essential in gauging the overall expectation that consumers have for their brands in relation to current political and social climates. In essence, these questions and studies led us to formulate our final recommendations pertaining to this subject. Therefore, it is recommended: Brands should consider the political ideology in which the majority of their consumer base identifies with in order to leverage consumer purchasing power Brands should institute protocols before officially releasing proactive or reactive ad campaigns, such as brand advisory committees, competent spokesmen, issue based ads By utilizing this information, it allows brands to be proactive and refocus their objectives in order to accommodate varying consumer perceptions.
ContributorsClark, Sydney Chantal (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Rebuilt is a project that looks to understand what Syrian refugees experience in camps, specifically Za'atari, the world's largest Syrian camp. The intent of Rebuilt was to create a product that would help their living conditions. By applying Design Thinking & Process, Rebuilt ultimately yielded a room partition system to help improve the living conditions of refugees. To design a product for a world most of the world is ignorant of, research is paramount. Research for Rebuilt involved gather many facts from various international databases, such as UNHCR and Mercy Corps. By understanding the demographics, the culture, and needs, Rebuilt was able to focus on some key points that lead to a potential design project: over half of the camp is consisted of adolescents (under age 18), and are living in small, essentially shipping-container homes, and the environment of the Jordanian desert where the camp is situated is extremely variable between freezing winters and blistering summers. Looking over the resources provided by humanitarian organizations, Rebuilt pinpointed a missing niche product that could help the living conditions of refugee's lives: a room partition system that could regulate ambient temperatures. The need for private space is important for the development of a refugee adolescent as it encourages stability and a sense of home. Ambient temperature is also vastly important for the productivity and health of anyone. Rebuilt is consisted of two main parts: the design of a bracket that could be used to accommodate the widths of multiple building materials and would be cheap to manufacture, and a pre-made panel that incorporated the use of phase-change-material technology. The design process is documented with a finalized design that should be low-cost and light-weight to ship from manufacturers to those in need.
ContributorsLee, Anna Jade (Author) / Shin, Dosun (Thesis director) / Bacalzo, Dean (Committee member) / Department of Marketing (Contributor) / The Design School (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
DescriptionWondering Wanderer: A Collection of Personal Reflections is a creative project that captures the lifestyle and nuances of Florence, Italy through photographs paired with nonfiction flash captions. Excerpts from the novel, The Stones of Florence by Mary McCarthy served as the inspiration for these pieces.
ContributorsCiancio, Catherine Rose (Author) / Popova, Laura (Thesis director) / Dombrowski, Rosemarie (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
As firms increase the number of channels that they operate and distribute their products and services on, they run into new challenges with branding. One sub-industry where many firms have used multi-channel branding is the specialty apparel segment of retail. Many firms of this kind are using a four-channel approach with physical stores, brand websites, social media pages, and direct mail catalogs to market their products. Yet, there are few specialty apparel retailers that do this well across all four channels. A particular technique used to market products in this way is visual merchandising. Visual merchandising for apparel products pieces together full outfits with multiple clothing items and shows them, in some way, being worn. Beyond just marketing products, however, visual merchandising can provide firms with benefits of branding such as brand expertise, positive consumer attitudes, and increased consumer purchase intent. To do this, firms must develop quality brands using traditional branding practices. To use as guides, J. Crew and Anthropologie's branding and visual merchandising practices were analyzed in case studies. Testing consumer perceptions of these brands and their success, primary research about consumers' behavior relative to specialty apparel retail brands and their visual merchandising displays was an outcome. From this research, it was found that consumers best respond to in-store visual merchandising displays. In showing products, a variety product combination strategy is preferred as it enhances the value consumers perceive in brands and builds brand character. Consumers also feel that visual merchandising impacts their knowledge of the brand and its products as well as personal styling. If brands successfully use visual merchandising to brand themselves, brand consistency, brand expertise, and positive consumer attitudes are an outcome. Recommendations for specialty apparel retail brands have been developed using these findings, and the potential such firms are able to realize in using these will greatly benefit them.
ContributorsTaylor, Allyson Nicole (Author) / Montoya, Detra (Thesis director) / Gray, Nancy (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05