Matching Items (33)

132489-Thumbnail Image.png

The Effects of Nature and Culture on Millennial Response to Food Advertisements

Description

The purpose of advertising is nearly always to persuade the viewer. Ads persuade us to buy products, to stop using products, to visit places, to vote for candidates, and more.

The purpose of advertising is nearly always to persuade the viewer. Ads persuade us to buy products, to stop using products, to visit places, to vote for candidates, and more. When it comes to food marketing, advertisements often use appeals that have nothing to do with the taste or nutritional value of the food its selling. They may use scantily clad models, famous celebrities, striking images, and funny quotes. However, the same advertisement does not appeal across all demographics. Culture and society play a role in the way we perceive the ads presented to us. Amongst millennials (the generation born between 1985-2000), changes in social norms and ideologies have particularly influenced the content this generation prefers to see, even across different ethnic groups. The digital age has changed the world that millennials have reached adulthood in, and social media and globalization have made us more connected than ever. By studying the kinds of food advertisements that entice millennials and turn them away, we can find trends that are popular across all cultures in this age division as well as the appeals that may alienate certain groups.

Contributors

Created

Date Created
  • 2019-05

133837-Thumbnail Image.png

The Monetization of Autonomous Vehicle Data

Description

Autonomous vehicles (AV) are capable of producing massive amounts of real time and precise data. This data has the ability to present new business possibilities across a vast amount of

Autonomous vehicles (AV) are capable of producing massive amounts of real time and precise data. This data has the ability to present new business possibilities across a vast amount of markets. These possibilities range from simple applications to unprecedented use cases. With this in mind, the three main objectives we sought to accomplish in our thesis were to: Understand if there is monetization potential in autonomous vehicle data Create a financial model of what detailing the viability of AV data monetization Discover how a particular company (Company X) can take advantage of this opportunity, and outline how that company might access this autonomous vehicle data. First, in order to brainstorm how this data could be monetized, we generated potential use cases, defined probable customers of these use cases, and how the data could generate value to customers as a means to understand what the "price" of autonomous vehicle data might be. While we came up with an extensive list of potential data monetization use cases, we evaluated our list of use cases against six criteria to narrow our focus into the following five: Government, Insurance Companies, Mapping, Marketing purposes, and Freight. Based on our research, we decided to move forward with the insurance industry as a proof of concept for autonomous vehicle data monetization. Based on our modeling, we concluded there is a significant market for autonomous vehicle data monetization moving forward. Data accessibility is a key driver in how profitable a particular company and their competitors can be in this space. In order to effectively monetize this data, it would first be important to understand the method by which a company obtains access to the data in the first place. Ultimately, based on our analysis, Company X has positioned itself well to take advantage of the new trends in autonomous vehicle technology. With more strategic investments and innovation, Company X can be a key benefactor of this unprecedented space in the near future.

Contributors

Agent

Created

Date Created
  • 2018-05

134417-Thumbnail Image.png

Where is the Line? Advertising's Invasion of our Lives

Description

The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers,

The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers, as to allow businesses to grow and develop. However, as advertising practices have continued to pester the public with increasingly invasive ads, it is important to discuss how far advertisers should go in invading the lives of the consumer. Advertising is necessary in today's world, as without it many industries that are used daily by consumers would become far less profitable without it, rendering many services and entertainment outlets unable to serve their customers. While necessary, advertising has become nothing more than an annoyance to a lot of consumers, leading to the ultimate question addressed in this thesis: where is the line? In addition to discussing many real-world examples, measuring the extent of the annoyance behind a series of controlled advertisements would become crucial in exhibiting how invasive ads can really be. This lead to the survey which aimed to discover where the line is that advertisers should not cross when continuing to create interesting ads, as they can become a nuisance to the audience they are trying to appeal to. While it is difficult to measure exactly when an advertisement becomes a detractor instead of effective marketing, it is determined that advertisers must truly embrace the audience as well as the medium they use to send their messages. Survey responses led to the conclusion that the advertising industry must be wary of what their audience is attempting to do when companies advertise to them. Advertisers must strive to not become an annoyance to the audience they are marketing to, and must create a cohesive campaign that complements the medium used as to not jeopardize the integrity of the entertainment medium.

Contributors

Agent

Created

Date Created
  • 2017-05

134760-Thumbnail Image.png

Audience Viewing Behaviors' Effects on Consumer Culture and the Future of the Media Industry

Description

The television industry has experienced major changes in the past decade that have affected our behaviors, expectations, and perceptions of the world. New services offer different methods of consuming media

The television industry has experienced major changes in the past decade that have affected our behaviors, expectations, and perceptions of the world. New services offer different methods of consuming media and shift the way the industry defines television. The following research reflects on past trends in television history and the current landscape in order to understand how television will continue to evolve, adapt, or return to old practices as it reacts to audiences' needs. From the growth of binge-watching to the proliferation of connected devices and digital technologies, the television industry faces many new challenges and opportunities. Consumers have shifted from the post-network era of cable's dominance to the leading online, digital services that enhance consumers' desires to have television anywhere and everywhere. Although these changes threaten the industry's current advertising models, they also present new ways for networks to connect with quality audiences, and thereby, shape our identities and consumer culture. This study analyzes the influence of these changes and considers how the current state of the television industry may continue to change in the future.

Contributors

Agent

Created

Date Created
  • 2016-12

133835-Thumbnail Image.png

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

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.

Contributors

Agent

Created

Date Created
  • 2018-05

133917-Thumbnail Image.png

The Effects of Fast Food Health Claims on College Student Perceptions of Health

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

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.

Contributors

Agent

Created

Date Created
  • 2018-05

131255-Thumbnail Image.png

Living in Color: An Analysis of Feelings and Color in Relation to Marketing

Description

Companies can spend anywhere from hundreds to millions of dollars in creating as well as redesigning their logos and brand images. To make sure that they are creating their logos

Companies can spend anywhere from hundreds to millions of dollars in creating as well as redesigning their logos and brand images. To make sure that they are creating their logos in an effective way, it is important to look at how consumers will be affected by the choices that are made with the design.
The purpose of this paper is to examine how colors and orientations of logos affect consumer’s brand perception. This was done by distributing a survey that asked for participant’s feelings toward a certain subject. The survey first asked for the participant to define certain terms. Then, it asked what emotions the participants felt when thinking about certain colors. Finally, it asked users their opinions of logos after specific changes had been made. These changes include changing the colors of the original logos and changing the orientation of the original logos.
This paper will provide a look into over 600 participants' minds and how they perceive color. These participants were Arizona State University marketing students enrolled in Dr. John Eaton’s course during the 2020 Spring semester. This paper will provide recommendations to those looking to rebrand or create a brand logo.
After looking at the results of the survey and some outside research, it was hard to determine exactly what emotions consumers would feel with each color. Even though there was a large sample size, there were a lot of limitations in the survey which caused complications with the results. Due to these limitations, it made the correlation between specific colors and an emotion inconclusive.

Contributors

Agent

Created

Date Created
  • 2020-05

135874-Thumbnail Image.png

Dan Miller's Spec Campaign Showcase (Available for Hire)

Description

I've spent the last four-plus years in Arizona studying to earn a degree that hopefully will get me an interesting and well-paying job. Unfortunately, I'm not sure that my Filmmaking

I've spent the last four-plus years in Arizona studying to earn a degree that hopefully will get me an interesting and well-paying job. Unfortunately, I'm not sure that my Filmmaking Practices degree will adequately describe what I've done with my time at Arizona State University. In addition to studying film, I spent my first year in the Walter Cronkite School of Journalism and Mass Communication; I wrote for, acted in, and later directed and hosted the webshow Devil's Chowda for The State Press; I did marketing for companies including HBO and RAW Rolling Papers; I performed improv comedy every week with Barren Mind Improv for two semesters; I wrote and acted in Farce Side Comedy Hour sketch comedy this past semester. It is clear that my interests do not lie in one area \u2014 my education is mostly in film, my resume is mostly marketing, and my extra-curricular interests lie mostly in comedy. To best prepare myself for the job market post-graduation, I believe that I need an example of my work to show a prospective employer that I have knowledge beyond how a camera works and the films of Steven Spielberg. To do this, I have chosen to create two spec advertising campaigns for large companies: Heinz and Burger King. This allows me to use my knowledge in film, marketing, and comedy all at once. The Heinz campaign revolves around real-world experiences of children using their French fry as a utensil rather than a food item. The Burger King campaign is based around a limited-time offer to get an entry code into a contest for a bathtub full of chicken nuggets. Each campaign is fleshed out with video advertisement storyboards, audio advertisement scripts, print advertisement mock-ups, and social media hashtags and plans.

Contributors

Agent

Created

Date Created
  • 2015-12

The History of Advertising in Arizona and the Impact on Economic Development

Description

The following honors thesis analyzes the history of advertising in the state of Arizona since the late 19th century and its overall impact on economic development. Advertising is defined as

The following honors thesis analyzes the history of advertising in the state of Arizona since the late 19th century and its overall impact on economic development. Advertising is defined as the action of calling something to the attention of the public, especially by paid announcements; and economic development is defined as the process whereby simple economies are transformed into modern industrial economies. This paper will analyze the influence of key people, events, locations, and publications on consumer behavior and discuss how they contributed to tourism in the state and, subsequently, economic growth. By speaking to experts on Arizona history, economic development and tourism as well as analyzing a variety of historical multimedia, I will discuss how advertising methods evolved over time and how they contributed to increased interest and growth within the state.

Contributors

Agent

Created

Date Created
  • 2020-05

135226-Thumbnail Image.png

I Am Not A MIllennial

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

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.

Contributors

Agent

Created

Date Created
  • 2016-05