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- All Subjects: Sales
- All Subjects: Advertising
- Creators: Montoya, Detra
Description
Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns that have successfully reached Generation Y, and the application of these findings to an advertising campaign with additional marketing mix elements for Bose headphones.
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.
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.
ContributorsOechsner, Meredith Leigh (Author) / Montoya, Detra (Thesis director) / Ostrom, Amy (Committee member) / Giles, Charles (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)
Created2014-05
Description
The rising age of the Baby Boomer generation has made a significant impact on the workforce, leaving leadership gaps that Generation X is unable to fill. This leaves an opportunity for the Millennial generation to step up and use their strengths and skills to become stronger leaders of the business and sales industry.
To bridge the gap between the growing sales industry there is the ability to properly train Millennials so they are successful and stay within their roles longer. By attacking this problem from a university level by strengthening sales programs as well as having employers understand and respond to needs of the Millennial generation, this will create an overall successful Millennial salesperson that will stay with their employer long term.
Strengths and weaknesses of this generation are also important to understand. Millennials are known to be tech-savvy, open-minded, collaborative, and connected, resourceful networkers. They also carry weaknesses and stereotypes of being lazy, lacking communication skills, impatient, entitled, and demanding of feedback and work flexibility. From an employer, they expect a large salary as well as a good culture, manager feedback, a mentor, work-life integration, an employer with a social responsibility mindset, and a sense of purpose.
An analysis of 12 sales programs at various universities across the country helped to understand what is being taught and offered to students as well as commonalities and differences that make a strong sales program. Commonalities among these programs include, about 250+ students, high job placement, sales labs, hosting and competing in sales competitions, and a desire to expand and grow their programs. Unique aspects of various programs were partnerships with the sales industry, hosting fundraisers, student ambassadors for the sales program, CRM courses, and internships and competition requirements.
Primary research was conducted to understand various sales development programs from companies in the sales industry. The 12 companies that participated in this research were from Arizona State University’s Sales Advisory Board. These companies completed a survey that provided detailed information of their onboarding and training process as well as their opinions of Millennial employees.
From this research, recommendations were formed for employers,
• creating a collaborative and innovative culture
• A mentorship program
• work flexibility
• continuous learning
• sense of purpose
As for Arizona State’s Sales Program, recommendations include,
• a mentorship program between Sales Scholars and the Sales Advisory Board
• creating a sales lab
• implementing CRM curriculum in classes
• continued support from the Board and alumni of the sales program
To bridge the gap between the growing sales industry there is the ability to properly train Millennials so they are successful and stay within their roles longer. By attacking this problem from a university level by strengthening sales programs as well as having employers understand and respond to needs of the Millennial generation, this will create an overall successful Millennial salesperson that will stay with their employer long term.
Strengths and weaknesses of this generation are also important to understand. Millennials are known to be tech-savvy, open-minded, collaborative, and connected, resourceful networkers. They also carry weaknesses and stereotypes of being lazy, lacking communication skills, impatient, entitled, and demanding of feedback and work flexibility. From an employer, they expect a large salary as well as a good culture, manager feedback, a mentor, work-life integration, an employer with a social responsibility mindset, and a sense of purpose.
An analysis of 12 sales programs at various universities across the country helped to understand what is being taught and offered to students as well as commonalities and differences that make a strong sales program. Commonalities among these programs include, about 250+ students, high job placement, sales labs, hosting and competing in sales competitions, and a desire to expand and grow their programs. Unique aspects of various programs were partnerships with the sales industry, hosting fundraisers, student ambassadors for the sales program, CRM courses, and internships and competition requirements.
Primary research was conducted to understand various sales development programs from companies in the sales industry. The 12 companies that participated in this research were from Arizona State University’s Sales Advisory Board. These companies completed a survey that provided detailed information of their onboarding and training process as well as their opinions of Millennial employees.
From this research, recommendations were formed for employers,
• creating a collaborative and innovative culture
• A mentorship program
• work flexibility
• continuous learning
• sense of purpose
As for Arizona State’s Sales Program, recommendations include,
• a mentorship program between Sales Scholars and the Sales Advisory Board
• creating a sales lab
• implementing CRM curriculum in classes
• continued support from the Board and alumni of the sales program
ContributorsQuinn, Jacklyn Michelle (Author) / Montoya, Detra (Thesis director) / Dietrich, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Advertising has been a part of the marketing landscape for decades, evolving over time. Among the many tactics of advertising is the use of spokespeople, or brand personalities, that represent a brand and its offerings. Spokespeople have been around as early as the 1950s, with brands hiring well-known actors and actresses to represent everyday products. Since then, they have evolved to be more than just a brand representative. Fast forward to the 21st century, spokespeople have developed symbiotic relationships with brands, helping them create authentic connections with its consumers.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
ContributorsHo, Yi-Chun (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Dean, Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The millennial generation is quickly solidifying its place as the dominate generation within the workforce. As millennials transition through workplace hierarchy it is essential organizations understand how to properly develop incoming talent. This is especially important within sales as the opportunity cost for hiring and developing new sales professionals is much higher compared to other professions. Downward trends in millennial retention rates is also a strong contributing factor to the importance of understanding the millennial generation. This paper aims to identify key concepts and elements employers should incorporate into their sales training programs in order to better develop millennials entering sales roles. Through an analysis of each generation and sales training a clear framework will be identified to achieve this goal. Analyzing millennials unique strengths and weaknesses will provide the basis for the key areas employers need to focus on when designing their sales development programs. The framework identified is easily adaptable within any organizations as the concepts discussed can be universally applied.
ContributorsStensland, Zachary William (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Historically, advertising was best when it was informative because people did not look at advertising for entertainment. Stories, however, were helpful in selling products and promoting trials. Advertising has since evolved with society. Copious amounts of research still go into advertising but some old principles get left in the past. Some can be adapted to today’s digital world while others simply do not ring true anymore. Today, the best of the best showcase in the Super Bowl. This has proven to be very beneficial to those that dazzle and entertain viewers.
The USA Today Ad Meter has been used for decades to rank Super Bowl ads and can show us what works well. All ads that run during the Super Bowl are rated by thousands of viewers and then ranked based on average ratings. The Ad Meter is the most used tool to look at these ads and discern what viewers enjoyed seeing. Entertaining ads do very well on the Ad Meter while informational and simple ads often sink. The Ad Meter does a good job telling advertisers what worked but it does not tell us why it worked or what people want to see.
These entertaining ads do well on the ad meter because, according to the following research study, people prefer entertainment in Super Bowl advertising, whether the product is relevant or not. People are willing to watch a Super Bowl ad that is longer than a normal ad would be because they expect entertainment and the length allows for a story to develop. People also have a strong preference for humorous Super Bowl ads but the emotional/meaningful ads that make it into the top 5 are almost the exception to the rule because the results of the research performed here show very little preference for these ads. While the Super Bowl still seems to be a beneficial way to advertise, the price is a big barrier to entry. Luckily, digital culture gives smaller businesses the power to capture viewers in other ways. The study’s findings suggest that many younger participants often just watch Super Bowl ads on YouTube after the game. Younger people are also watching the Super Bowl less and becoming numb to scrolling through ads on social media. It is important, now more than ever, for advertisers to have attention grabbing tactics for a generation with such short attention spans. Advertisers need to follow the trends to keep up with social media, but it will be worth it.
The USA Today Ad Meter has been used for decades to rank Super Bowl ads and can show us what works well. All ads that run during the Super Bowl are rated by thousands of viewers and then ranked based on average ratings. The Ad Meter is the most used tool to look at these ads and discern what viewers enjoyed seeing. Entertaining ads do very well on the Ad Meter while informational and simple ads often sink. The Ad Meter does a good job telling advertisers what worked but it does not tell us why it worked or what people want to see.
These entertaining ads do well on the ad meter because, according to the following research study, people prefer entertainment in Super Bowl advertising, whether the product is relevant or not. People are willing to watch a Super Bowl ad that is longer than a normal ad would be because they expect entertainment and the length allows for a story to develop. People also have a strong preference for humorous Super Bowl ads but the emotional/meaningful ads that make it into the top 5 are almost the exception to the rule because the results of the research performed here show very little preference for these ads. While the Super Bowl still seems to be a beneficial way to advertise, the price is a big barrier to entry. Luckily, digital culture gives smaller businesses the power to capture viewers in other ways. The study’s findings suggest that many younger participants often just watch Super Bowl ads on YouTube after the game. Younger people are also watching the Super Bowl less and becoming numb to scrolling through ads on social media. It is important, now more than ever, for advertisers to have attention grabbing tactics for a generation with such short attention spans. Advertisers need to follow the trends to keep up with social media, but it will be worth it.
ContributorsGriffin, Karina (Author) / Montoya, Detra (Thesis director) / Giles, Charles Bret (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Companies are constantly looking for a way to increase sales and productivity from their workforce. A popular way to spark motivation and competition is through employee sales contests or incentive-based plans. In theory, these contests are geared to include every employee at the sales level in the organization and are thought to boost motivation across the board. But, sales contests receive substantial attention regarding their effectiveness from the academic and professional press due to some unethical incidents happening at large corporations. There have been many studies regarding the effectiveness of contests, but many have inconclusive results and do not produce a definite answer. Because of this, further research is needed to confirm the effectiveness of such contests used in the professional world. Further research would require a study that is much longer in length, as there are many variables that are behind the psychological factors associated to sales contests.
I conducted a study on the effective design, implementation, motivational factors, and takeaways upon completion of such contests. The purpose of this study is to find out whether or not sales contests are an effective way of motivating a diverse workforce. The results suggest that sales contests are a hyper-efficient tool to increase employee motivation but must be prepared for and implemented correctly in order to achieve efficient results. I recommend that sales managers use contests as a tool to gauge the motivational and behavioral changes in their employees resulting from such contests, instead of just trying to gain more revenue. Also, to combat the growing threat of unethical behaviors as a result of running sales contests, leaders need to implement appropriate measures, like unethical behavior diversion courses.
I conducted a study on the effective design, implementation, motivational factors, and takeaways upon completion of such contests. The purpose of this study is to find out whether or not sales contests are an effective way of motivating a diverse workforce. The results suggest that sales contests are a hyper-efficient tool to increase employee motivation but must be prepared for and implemented correctly in order to achieve efficient results. I recommend that sales managers use contests as a tool to gauge the motivational and behavioral changes in their employees resulting from such contests, instead of just trying to gain more revenue. Also, to combat the growing threat of unethical behaviors as a result of running sales contests, leaders need to implement appropriate measures, like unethical behavior diversion courses.
ContributorsWitt, Tyler Lee (Author) / Montoya, Detra (Thesis director) / Dietrich, John (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
I conducted a study on women’s success, behaviors, and experiences in professional sales. The purpose of this study is to determine the extent that women are successful in professional sales careers and what the driving forces are behind that success. I did this through exploring a variety of factors like historical statistics, recruitment and selection, and women in sales leadership. I conducted both a literature review and informational interviews with sales women to gain valuable insights. The results suggest that women are successful in professional sales in a variety of industries due to several reasons. These reasons include their ability to form strong relationships with clients, to assess client needs, and to stay organized. I recommend that companies take a series of measures such as implementing mentorship programs, changing language used on job applications, and intentionally promoting women in order to attract and retain more women within their sales organizations. This will lead to higher profitability as the workforce is more diverse from a gender perspective.
ContributorsStaal, Hannah (Author) / Dietrich, John (Thesis director) / Montoya, Detra (Committee member) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12