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Understanding Branding and Consumer Perception as it Relates to the Political and Social Climate

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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…

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.
ContributorsClark, Sydney (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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The Role and Function of Feature Film Trailers as a Marketing Tool and Artform

Description
Trailers are an effective tool used by marketing teams in the film industry to persuade people to spend money to see a movie. Their role in film marketing has changed and exponentially increased throughout the history of the medium, and their form is constantly evolving. While the core function of…

Trailers are an effective tool used by marketing teams in the film industry to persuade people to spend money to see a movie. Their role in film marketing has changed and exponentially increased throughout the history of the medium, and their form is constantly evolving. While the core function of trailers is to advertise a finished product, they are created with a focused effort on grabbing an audience's attention and initiating an emotional interaction. The development of a feature film trailer by an organized marketing group is also an artistic venture that requires a high level of proficiency at editing and storytelling to effectively communicate the necessary elements of a film in an effort to persuade. Trailer making is a craft honed by an extraordinary amount of person-hours and intentionality, with a blend of plenty of diegetic and non-diegetic functions which exhibit the best parts of a movie. While trailers can suffer from hyperbolicism as well as excessive genre signaling, it's important to stand out and prove a product worthy of a customer's dollars especially in a film culture saturated with content. As marketing budgets continue to balloon in the entertainment industry, it seems that trailers will continue to be a mainstay of promoting art, and will evolve to fit any societal shifts they encounter.
ContributorsHolmgren, Devin Brent (Author) / Scott, Jason Davids (Thesis director) / Fortunato, Joseph (Committee member) / School of Film, Dance and Theatre (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Impact of Political Activism on the Personal Brand of Professional Athletes

Description
The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students…

The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students at Arizona State University. The research suggests that there is no predictable impact to athlete brand from engaging in politics. Throughout history and in modern times there are examples of athlete's careers getting damaged because of their political involvement as well a instances where the athlete's brand is undamaged by their actions. The primary research results suggest that while the population preferred that sports and politics remain separate, they also believe that athletes have the right to speak out on political issues and engage in protest, and that doing so does not weaken the brand image of the athletes. The information in this research can be used by athletes to determine how their political actions may be received and by companies deciding how sponsoring a politically active athlete may affect their own brand.
ContributorsKeeslar, Alisia Marie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05