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- All Subjects: Millennials
- All Subjects: media and entertainment
- Creators: Ostrom, Amy
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Member of: Theses and Dissertations
- Status: Published
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.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.
The motion picture and television industry is more than just lights, camera, and action. This $2 trillion dollar industry would not be able to function without the business behind the camera. Everything from content distribution, media sales, marketing, accounting, and finance goes into the creation and success of a television show and movie. At Arizona State University, there are currently not enough resources for students pursuing the business behind the motion picture and television industry. With in-depth knowledge and research of the industry, we will provide background on the industry as a whole and then a structured business degree that will be integrated within the W. P. Carey school of business.
The motion picture and television industry is more than just lights, camera, and action. This $2 trillion dollar industry would not be able to function without the business behind the camera. Everything from content distribution, media sales, marketing, accounting, and finance goes into the creation and success of a television show and movie. At Arizona State University, there are currently not enough resources for students pursuing the business behind the motion picture and television industry. With in-depth knowledge and research of the industry, we will provide background on the industry as a whole and then a structured business degree that will be integrated within the W. P. Carey school of business.