Matching Items (187)
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
DescriptionShort fiction revolving around the Y2K scare, written from three perspectives. Explores the fear and uncertainty prevalent during the time and how it affected actions and relationships.
ContributorsMoore, Matthew Robert (Author) / Dalton, Kevin (Thesis director) / Blasingame, James (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of English (Contributor)
Created2014-05
Description
This work explores the development of a visual analytics tool for geodemographic exploration in an online environment. We mine 78 million records from the United States white pages, link the location data to demographic data (specifically income) from the United States Census Bureau, and allow users to interactively compare distributions of names with regards to spatial location similarity and income. In order to enable interactive similarity exploration, we explore methods of pre-processing the data as well as on-the-fly lookups. As data becomes larger and more complex, the development of appropriate data storage and analytics solutions has become even more critical when enabling online visualization. We discuss problems faced in implementation, design decisions and directions for future work.
ContributorsIbarra, Jose Luis (Author) / Maciejewski, Ross (Thesis director) / Mack, Elizabeth (Committee member) / Longley, Paul (Committee member) / Barrett, The Honors College (Contributor) / Computer Science and Engineering Program (Contributor)
Created2014-05
DescriptionThis written work is accompanied by an audio CD and accompanying design and packaging materials, on file at the Barrett Thesis Library. The work details the process of recording an original audio CD and developing a marketing plan, including the building of a personal brand, strategies, tactics, and environment analysis.
ContributorsHoal, Lauren Elizabeth (Author) / Russell, Timothy (Thesis director) / Eaton, John (Committee member) / Rigsby, Clarke (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) / Department of Finance (Contributor)
Created2013-05
Description
As a historical event and a much-loved subject of ancient literature, the Trojan War gave birth to many well-known stories, such as The Iliad, which continue to be enjoyed today. Among these is the lesser known work of Geoffrey Chaucer, titled Troilus and Criseyde. It follows the story of Prince Troilus, youngest son of King Priam and a character who is not seen in literature as often as his brothers Hector and Paris. In the 10th year of the Trojan War, Troilus meets the main protagonist, Criseyde, and falls madly in love. Criseyde herself is not in a position to love, but throughout the pages finds herself warming to the prince's favor. Through a beautifully crafted story, Chaucer evokes themes such as loyalty, selfishness, history, physical love versus spiritual love, and the role of women in society. Although it is a lesser known work of Chaucer's, in his day, Troilus and Criseyde was considered his masterpiece. My spring 2016 creative project is a novel retelling of this story entitled In Loving Criseyda. Following the plot of Chaucer's original, In Loving Criseyda is told from the perspective of an additional character: Criseyda's serving maid, Nadia. Nadia serves as the narrator and follows the plot points of the original story, offering her unique perspective on the events. Although Criseyda and Nadia come from opposite ends of society, the two find similarities in their situation and soon become friends. In befriending Criseyda, Nadia's world opens up as she begins to see the world in a new way. The novel becomes a coming of age story for Nadia in the time of the Trojan War, and her journey through love and loss.
ContributorsVecera, Emilie Marie (Author) / Blasingame, James (Thesis director) / Sturges, Robert (Committee member) / Department of English (Contributor) / School of International Letters and Cultures (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Today's prison industrial complex in the United States often dehumanizes inmates simply because they are criminals. Members of the free society are generally too far removed from the inside of prisons that most people do not see the harsh and cruel conditions for and treatment of prisoners. As a Dance and Justice Studies major at Arizona State University, I was curious about how to intertwine my interests in dance and justice. This paper chronicles my exploration of adding a human rights issue to my dance practice through choreographing a solo dance performance based on Cleve Foster's unusual experience on death row. Research on theories of prison and punishment in American society combined with physical research in the dance studio enabled me to create a solo performance that shed light on the inhumane conditions for and treatment of prison inmates in today's society. Through the process, I found that some elements of my dance practice stayed the same, while others changed. This informed me of what continuously remains important to me, while allowing me to expand my personal dance practice. I ultimately discovered a bridge between my two passions, dance and justice, and learned a meaningful way to convey a contemporary social justice issue to the general public.
ContributorsKerr, Elena Marie (Author) / Schupp, Karen (Thesis director) / Vissicaro, Pegge (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / School of Social Transformation (Contributor) / School of Film, Dance and Theatre (Contributor)
Created2015-05
Description
We generated 5-meter resolution SVF maps for two neighborhoods in Phoenix, Arizona to illustrate fine-scale variations of intra-urban horizon limitations due to urban form and vegetation.
ContributorsMiddel, Ariane (Author) / Lukasczyk, Jonas (Author) / Maciejewski, Ross (Author) / University of Kaiserslautern (Contributor)
Created2017-03-17
Description
Education has been at the forefront of many issues in Arizona over the past several years with concerns over lack of funding sparking the Red for Ed movement. However, despite the push for educational change, there remain many barriers to education including a lack of visibility for how Arizona schools are performing at a legislative district level. While there are sources of information released at a school district level, many of these are limited and can become obscure to legislators when such school districts lie on the boundary between 2 different legislative districts. Moreover, much of this information is in the form of raw spreadsheets and is often fragmented between government websites and educational organizations. As such, a visualization dashboard that clearly identifies schools and their relative performance within each legislative district would be an extremely valuable tool to legislative bodies and the Arizona public. Although this dashboard and research are rough drafts of a larger concept, they would ideally increase transparency regarding public information about these districts and allow legislators to utilize the dashboard as a tool for greater understanding and more effective policymaking.
ContributorsColyar, Justin Dallas (Author) / Michael, Katina (Thesis director) / Maciejewski, Ross (Committee member) / Tate, Luke (Committee member) / Computer Science and Engineering Program (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
This paper examines creative process and performance as a method of research for understanding self-in-context through the lens of my own artistic research for “Dress in Something Plain and Dark,” a project exploring my relationship as a woman to Mennonite religious and cultural identity, spirituality, and dance. Situating my artistic work in relationship to the fields of creative autoethnography, queer and transborder performance art, and somatic dance practice, I discuss the distinctions and commonalities of approach, methods, and practice of artists working in these fields, and the shared challenges of marginalization, translation, and contextualization. In response to these challenges, and the inadequacy of linear, Western, individualistic and mechanistic frameworks to address them, I draw from the ethnographic work of de la Garza, (formerly González, 2000) to seek a “creation-centered” ontological framework that the artist-researcher-performer may use to understand and contextualize their work. I offer the tree as an ontology to understand the organic, emergent nature of creative process, the stages of growth and seasonal cycles, and the structural parts that make up the creative and performative processes, and illustrate this model through a discussion of the growth of “Dress in Something Plain and Dark,” as it has emerged over two cyclical “seasons” of maturation.
Note: This work of creative scholarship is rooted in collaboration between three female artist-scholars: Carly Bates, Raji Ganesan, and Allyson Yoder. Working from a common intersectional, feminist framework, we served as artistic co-directors of each other’s solo pieces and co-producers of Negotiations, in which we share these pieces alongside each other. Negotiations is not a showcase of three individual works, but a conversation among three voices. As collaborators, we have been uncompromising in the pursuit of our own unique inquiries and voices and each of our works of creative scholarship stand alone. However, we believe that all of the parts are best understood in relationship to each other and to the whole. For this reason, we have chosen to cross-reference our thesis documents here, and we encourage readers to view the performance of Negotiations in its entirety.
Thesis documents cross-referenced:
French Vanilla: An Exploration of Biracial Identity Through Narrative Performance, by Carly Bates
Bhairavi: A Performance-Investigation of Belonging and Dis-Belonging in Diaspora Communities, by Raji Ganesan
Deep roots, shared fruits: Emergent creative process and the ecology of solo performance through “Dress in Something Plain and Dark,” by Allyson Yoder
Note: This work of creative scholarship is rooted in collaboration between three female artist-scholars: Carly Bates, Raji Ganesan, and Allyson Yoder. Working from a common intersectional, feminist framework, we served as artistic co-directors of each other’s solo pieces and co-producers of Negotiations, in which we share these pieces alongside each other. Negotiations is not a showcase of three individual works, but a conversation among three voices. As collaborators, we have been uncompromising in the pursuit of our own unique inquiries and voices and each of our works of creative scholarship stand alone. However, we believe that all of the parts are best understood in relationship to each other and to the whole. For this reason, we have chosen to cross-reference our thesis documents here, and we encourage readers to view the performance of Negotiations in its entirety.
Thesis documents cross-referenced:
French Vanilla: An Exploration of Biracial Identity Through Narrative Performance, by Carly Bates
Bhairavi: A Performance-Investigation of Belonging and Dis-Belonging in Diaspora Communities, by Raji Ganesan
Deep roots, shared fruits: Emergent creative process and the ecology of solo performance through “Dress in Something Plain and Dark,” by Allyson Yoder
ContributorsYoder, Allyson Joy (Author) / de la Garza, Sarah Amira (Thesis director) / Ellsworth, Angela (Committee member) / DeWitt, Inertia Q. E. D. (Committee member) / School of Film, Dance and Theatre (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2016-05
Description
Surrounded by a developmental boom in downtown Phoenix, Roosevelt Row fights to maintain the local art influence and historic character. An earthy community of street artists, coffee drinkers, band tees, nose rings, vinyl collectors and rolled denim, the people are facing dramatic urbanization. The hum of drills, hammers, cranes and alarms sound throughout the viscidity, echoing the construction of a new era downtown. In the interest of better understanding the developmental process, resident needs and community, this research project evaluates successful public spaces and similar downtown areas in the United States, synthesized their elements of prosperity in comparison to general attributes of quality public spaces, and implemented the concepts and ideas into Roosevelt Row. This provided the researcher with knowledge of quality public spaces, why public space is important, and how placemaking is routinely accomplished. This also equipped the researcher with the tools to participate in ethnography and collect observational data to learn about Roosevelt Row. The researcher then combined learned material with what she observed on the Row, to condense the artists' district developmental needs into nine proposals for bettering the Row in the immediate, near and long-term future. The study begs to answer the question: is Roosevelt Row a Place or a place? Observation, residential and visitor engagement with the space; locality, pleasurability, inclusiveness and safety of the public spaces; and relationship between residents and quality of space all contribute to the space's qualifications. While Roosevelt Row has the potential and assets to become a Place, especially if the nine proposals are implemented. However, at the time of research, the space is between place and Place.
ContributorsStobbe, Brooke Elizabeth (Author) / Larsen, Dale (Thesis director) / Knopf, Richard (Committee member) / College of Public Service and Community Solutions (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12