Matching Items (9)
Filtering by

Clear all filters

135203-Thumbnail Image.png
Description
The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying

The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.
ContributorsSitter, Katherine Faith (Author) / Barrett, Marianne (Thesis director) / Edsall, Larry (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
135226-Thumbnail Image.png
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

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
135328-Thumbnail Image.png
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

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
137314-Thumbnail Image.png
Description
In 2014, we are seeing change on social issues such as same-sex marriage and marijuana legalization at a rate that is visibly faster than major social issues of the past. Statistics show that these issues are fan-favorites with the millennial generation, while also showing that this same group overwhelmingly dominates

In 2014, we are seeing change on social issues such as same-sex marriage and marijuana legalization at a rate that is visibly faster than major social issues of the past. Statistics show that these issues are fan-favorites with the millennial generation, while also showing that this same group overwhelmingly dominates popular online platforms, a major tool that social issues of the past lacked. This study aims to examine whether or not there is a correlation between the online presence of millennials, the coverage by the media, and the policy-making decisions by legislators. With that idea in mind, perhaps we can prove that millennials have the ability to set the stage for social change. The instantaneous supply and demand of the Internet has created a climate where responses to our questions and ideas are expected faster than ever. By better understanding the dynamics of the relationships between these three groups, perhaps we can find solutions for creating change faster and more effectively.
Created2014-05
137274-Thumbnail Image.png
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

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.
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
137411-Thumbnail Image.png
Description
Generation Green is a multimedia website illustrating sustainability for the Millennial generation. This is a creative thesis project for Arizona State University's Barrett, The Honors College. Within the site, there are resources, photo stories, videos, a mini-documentary, a stop-motion story and infographics that feature Millennials who are living greener lives.

Generation Green is a multimedia website illustrating sustainability for the Millennial generation. This is a creative thesis project for Arizona State University's Barrett, The Honors College. Within the site, there are resources, photo stories, videos, a mini-documentary, a stop-motion story and infographics that feature Millennials who are living greener lives. Generation Green brings understanding and clarity to sustainability through the voices of today's generation. Visit the website at: generation-green.com/thesis_website or generation-green.com
ContributorsHavir, Aiyana Cole (Co-author) / Stein, Jake (Co-author) / Stein, Jay (Thesis director) / Dodge, Nancie (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2013-12
137450-Thumbnail Image.png
Description
Entertainment Marketing to the Millennial Generation is an honors thesis project which combines research with a creative application. The thesis consists of four main segments: an overview of data surrounding Millennials, a discussion of three companies that successfully marketed to this generation, the creation and explanation of a proposed marketing

Entertainment Marketing to the Millennial Generation is an honors thesis project which combines research with a creative application. The thesis consists of four main segments: an overview of data surrounding Millennials, a discussion of three companies that successfully marketed to this generation, the creation and explanation of a proposed marketing modeling framework and an application of the previously found conclusions to a brief advertising strategy for Paramount Pictures. This thesis first looks at the Millennial Generation to answer the question "Who are the Millennials?" and to more clearly understand their role as media and entertainment consumers. Characteristics of technological dependence, fast-moving attention spans, desire for connection, and unique brand perceptions emerged as most significant. The case studies examine the marketing campaigns of Lionsgate Films' The Hunger Games, Nickelodeon's The 90s Are All That and MTV Iggy's Music Experiment. Strategic tactics used to target and foster a strong Millennial fan-base were identified. The previously discovered principles led to the development of a modeling framework to be used to build a Millennial-focused marketing campaign. The framework utilizes the five key elements of connectedness, hyper-advertising, technological leadership, brand currency and cultural edge. Finally, all findings were gathered and applied to Paramount Pictures. The knowledge gained from Millennial research, the case studies and the marketing framework shaped recommendations for a creative advertising brief for Paramount Pictures' Anchorman 2. The general principles of the thesis were also suggested for use in marketing in various industries.
ContributorsHoy, Grace Dorothy Curran (Author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Brooks, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2013-05
Description
Social media is shaping a new generation of hikers and adventurers, as more and more millennials are finding themselves out on the trails. Are they doing it all for the 'gram? Are they seeking adventure? Or is it a combination of the two? "Social Parks" follows three millennials through national

Social media is shaping a new generation of hikers and adventurers, as more and more millennials are finding themselves out on the trails. Are they doing it all for the 'gram? Are they seeking adventure? Or is it a combination of the two? "Social Parks" follows three millennials through national parks like Zion, The Grand Canyon, and Rocky Mountain in search of an answer.
ContributorsCutlip, Joshua Dean (Author) / Craft, John (Thesis director) / Emmert, Charles (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
Thesis: Regardless of the negative connotations that come with the word "Millennial," this generation has a positive influence on workplace design, which encourages employee productivity and success at work. Workplace structure has changed greatly over the past decade. While large companies like Google and Facebook are renowned for their workplace

Thesis: Regardless of the negative connotations that come with the word "Millennial," this generation has a positive influence on workplace design, which encourages employee productivity and success at work. Workplace structure has changed greatly over the past decade. While large companies like Google and Facebook are renowned for their workplace design, many smaller companies have followed in their footsteps to help employees enjoy and succeed at work. In Phoenix, Arizona, two companies, Nextiva and ZOG Digital, use technology and workplace design to give employees a healthier, more productive work environment. While many traditional corporate companies might look down upon an open work concept and elimination of traditional office spaces like cubicles, these two companies have shown that not only are employees more productive, but they are happier as well. Research shows that as Millennials make their way into the workforce, changes to workplace design will follow. Free food, games rooms, open desks, and comfortable workspaces are all aspects of new workplace innovations. With these changes, comes backlash towards the generation personally, when in fact the new designs are shown to be successful. ZOG Digital is a digital marketing company that embraces the idea of multiple workspaces. The design of the office was to have a wide variety of places people can do work. The office features coffee bars, kitchen counters, private offices, treadmills with laptop stands and the open floor plan where each employee has his or her own desk. This type of catering was not always common, but as more Millennials find their way into leadership, office space commonalities have changed. By 2025, Millennials will make up 75-percent of the overall workforce. This statistic makes the Millennial generation the target market for employers and Millennials sending out resumes have more education than any generation prior. The potential impact on the workplace based on this fact is immeasurable but changes have already begun to develop. The years to come will be the ultimate determinate to the impact Millennials have in the workplace. It's the job of each generation to prepare and teach the younger generations how to be leaders and positively impact their immediate environment. The future is uncertain but bright for this generation and those to come.
ContributorsGolder, Abigail Christine Karlson (Author) / Lodato, Mark (Thesis director) / Stephens, Glen (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05