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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
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
This project is a critical look at Chicano artist Vincent Valdez's 2002-2004 series Stations. The theoretical framework for this work is the concept of cultural citizenship, which refers to a variety of ways in which marginalized groups of people create, fight for, and retain space, identity, and rights within American society through acts of daily life. This research considers how the ten large-scale charcoal drawings that comprise Stations contribute to the construction and representation of distinct and unique Latino spaces and identities. Valdez establishes space in the sense of belonging and community engagement that his work allows. Within this context, thoughtful attention is paid to the cultural meaning of the artist's subject choices of boxing and religion. This research considers the significance of these subject choices and how the connections between the two create unique spaces of shared experience and consciousness for a viewer of the work. However, the parallels that Valdez draws between the Christ figure and his boxer also allow for a careful examination of the representations and contradictions of contemporary constructions of masculinity that are present in the series. Within this project, the work of Gloria Anzaldúa is critical in understanding and discussing the fluid nature of Chicano identity. This study also considers how in the tradition of Chicana writers, Valdez expresses and affirms identity through autobiographical methods. Further, the artist's use of charcoal to create these large scale drawings is considered for its narrative qualities. This study concludes that Valdez's series Stations is an act of cultural citizenship.
ContributorsStemm Patel, Shannon (Author) / Malagamba-Ansótegui, Amelia (Thesis advisor) / Mesch, Claudia (Committee member) / Sweeney, Gray (Committee member) / Arizona State University (Publisher)
Created2010
Description
The Indian princess began as an imposition, a Eurocentric conception based in preconceived notions of cultural structures and gendered power roles - a mixture of noble woman and provocative demure maiden - created by Anglo men to epitomize an idyllic image of otherness and womanhood. This analysis begins by exploring the history of the icon that was first conceived through sixteenth century explorer's tales of exotic queens then traces her progression through the romantic idealizations of the Indian woman Pocahontas. Research then explores how the character, comprised of a mixture of feathers, beads, and buckskin, was implemented into performance, and discusses how her flesh and blood enactment became critical to her survival. Drawing on the theories of contemporary critics, final examination turns to twentieth century perceptions of the Princess and reactions to her by contemporary Native artists whose manipulations of the character opens alternative dialogs about the stereotype to offer reconstructions of her historic discourse.
ContributorsHanawalt, Tammi Jo (Author) / Duncan, Kate (Thesis advisor) / Fahlman, Betsy (Committee member) / Malagamba-Ansótegui, Amelia (Committee member) / Mesch, Claudia (Committee member) / Arizona State University (Publisher)
Created2011
Description
I have conducted a creative that captures the power of women through an artistic perspective. The title of the creative project is “A Tribute to the Women Among us,” because this project’s purpose is to express gratitude for the women that fought for the rights I have today, and for the women I encounter in marches, continuing the fight. I have taken photographs of women and children at women's marches in the United States and in France, yielding a total of 10 photographs I will be presenting at my defense, and printing out to sell. All the profits made from the photographs will be donated to planned parenthood.
ContributorsMiss Ozuna, Alejandra Miss (Author) / Anand, Julia (Thesis director) / Mesch, Claudia (Committee member) / School of Politics and Global Studies (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Residential Choice’s Impact on Sustainable Transportation Options: A Study in the Phoenix Metro Area
Description
This study adds to the literature about residential choice and sustainable transportation. Through the interviews and the personal stories gathered, there was diversity shown in the residential location choice process. We also noticed that “commute” means different things to different households, and that many people did not consider their commute to work to be a primary factor determining their final home location. Moreover, many people were willing to increase their commute time, or trade access to desirable amenities for a longer commute. Commuting time to work was one example of the tradeoffs that homeowners make when choosing a home, but there were also others such as architectural type and access to neighborhood amenities. Lastly, time constraints proved to be a very significant factor in the home buying process. Several of our households had such strict time constraints that limited their search to a point of excluding whole areas. Overall, our study sheds light on transportation’s role in residential choice and underscores the complexity of the location choice process.
ContributorsKats, Elyse Nicole (Author) / Salon, Deborah (Thesis director) / Kuminoff, Nicolai (Committee member) / School of Sustainability (Contributor) / School of Geographical Sciences and Urban Planning (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Since 1979, Phoenix has been organized into 15 theoretically self-contained urban villages in order to manage rapid growth. The major objective of the village plan was to decrease demand for personal vehicle use by internalizing travel to the closest village core, or an adjacent village core, instead of expanding travel to one metropolitan core. Phoenix’s transition from a monocentric urban structure to a more polycentric structure has yet to be studied for its efficacy on this goal of turning personal vehicle travel inward. This paper pairs more conventional measures of automobile dependence, such as, use of alternative modes of transportation in place of private vehicle use and commute times, with more nuanced measures of internal travel between work and home, job housing ratio, and job industry breakdowns to describe Phoenix’s reliance on automobiles. Phoenix’s internal travel ratios were higher when compared to adjacent cities and either on-par or lower when compared to non-adjacent cities that were comparable to Phoenix in population density and size.
ContributorsCuiffo, Kathryn Victoria (Author) / King, David (Thesis director) / Salon, Deborah (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Psychology (Contributor) / Department of Economics (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05