Matching Items (17)
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South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used in the arts and culture industry to drive global awareness

South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used in the arts and culture industry to drive global awareness and interest in K-Pop. In order to achieve that goal, I created HellotoHallyu.com, a website designed for an audience of Millennials and Generation Z English speakers to increase their awareness of the growth and impact of the Korean Wave in a fun and engaging way. So those who may hear a song by K-Pop idol group BTS on a music awards show in the U.S. can get themselves up-to-speed before diving into the fast-paced world of K-culture gossip sites and forums. Hello to Hallyu delivers consumer-friendly, educational content easily understood by English speakers with no prior knowledge of Korean culture, while still piquing the interest of K-pop connoisseurs. It provides the background necessary for even the most dedicated fans to glean new knowledge of Korea's cultural industry and a new perspective on the content they consume. Hello to Hallyu is based on a combination of secondary and primary research conducted over four semesters beginning Spring 2017 and continuing through Spring 2018. This project is set up as an ever-expanding resource freely available to anyone with internet access. The research required to maintain the site will continue with the Wave. However, the content currently on the site is evergreen, a documentation of the history of the Wave as explained in peer-reviewed articles and by Dr. Ingyu Oh as well as a documentation of my personal experience with Hallyu while in Korea and as a Westerner living in the U.S. The site's goal is to demonstrate the marketing and communications strategies used in the industry to drive global awareness and interest. Through this means, Hello to Hallyu aims to provide fully developed multimedia content intended to increase English speakers' awareness of the growth and impact of the Korean Wave as shown through site visits, content views, and audience engagement.
ContributorsTravis, Lisa Anne (Author) / Hass, Mark (Thesis director) / Shewell, Justin (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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There are over 4,000 higher education institutions in the U.S., according to the National Center for Education Statistics. With a variety of options at an applicant’s disposal, the competition for institutions to attract their desired student body can be fierce. Some factors many consider when searching for the perfect college

There are over 4,000 higher education institutions in the U.S., according to the National Center for Education Statistics. With a variety of options at an applicant’s disposal, the competition for institutions to attract their desired student body can be fierce. Some factors many consider when searching for the perfect college are its reputation and brand. Increasingly, universities have chosen to engage in marketing and branding techniques once reserved for corporations. According to a report by the Santa Clara Consulting Group, “a university is no longer just an institution of higher learning but also a business.” In coordination with this growing trend, institutions have been propelled to undergo some extent of a transformation to achieve their goals. This paper examines three institutions representing different higher education categories that have undergone or are currently undergoing some extent of a reputational shift. Looking at a large public university, an Ivy League institution and a liberal arts college, the research explores the various communications efforts made by each institution and how they compare. In some cases, the communications department is an integral component of the shift, while sometimes it provides mostly auxiliary support. Ultimately, this research hopes to provide insight into the following questions: what actions can an institution’s communications department take to help strengthen its reputation and grow its brand; and how do these strategies compare among various types of institutions?
ContributorsWolfe, Alexandra C (Author) / Hass, Mark (Thesis director) / Smiley, Andrea (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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The following is a public relations strategy developed to position Julia Pearl Wellness, a corporate wellness consulting firm, and its owner, Julia Pearl, as credible, professional and experienced. The first portion includes a situational analysis, a research report on corporate wellness programs and the need for health solutions in the

The following is a public relations strategy developed to position Julia Pearl Wellness, a corporate wellness consulting firm, and its owner, Julia Pearl, as credible, professional and experienced. The first portion includes a situational analysis, a research report on corporate wellness programs and the need for health solutions in the U.S., and market analysis. The campaign proposal, a creative product of the research, provides recommendations and tools for the firm to reach its stakeholders.
ContributorsWerner, Anna Nicole (Author) / Hass, Mark (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
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Online editors using Saudi Arabian social media platforms are in a novel position,providing news in an environment where they themselves are not trained journalists, on publication platforms that developed independently of legacy news organizations, and in a cultural context where journalism is constrained by government and societal concerns. Yet, they

Online editors using Saudi Arabian social media platforms are in a novel position,providing news in an environment where they themselves are not trained journalists, on publication platforms that developed independently of legacy news organizations, and in a cultural context where journalism is constrained by government and societal concerns. Yet, they provide a highly popular and growing venue for news distribution. As such, the news values they consciously consider and profess they choose when selecting and posting their news content online is of substantive interest in terms of local and global practice. The potential ramifications of their choices include the framing and documentation of past, present and future events and perspectives. Therefore, this research seeks to determine and understand the news values that online editors on Saudi Arabian social media platforms consciously consider and believe they choose when selecting and posting their news content online. It also explores whether those online editors consider audience news preferences when they select what they report or republish. This dissertation relied on qualitative in-depth interviews with nine online editors who worked for the top news accounts on social media in Saudi Arabia. Analysis of interview responses showed that impact, timeliness, proximity, novelty, positivity, and nationalism were the common news values the online editors held. The analysis, which concluded that the online editors used the different engagement tools available in social media to enhance their understanding of the audience and their news preference, suggests further interpretation regarding a market orientation. The interactivity played important roles in making profits for the news accounts, facilitating and mapping the news accounts’ work, and measuring the online editors’ personal success and progress. Finally, although the online editors said they prioritized and assured the importance of selecting news based on audience news preference, they professed an awareness of their role as journalists in the society. In the interviews, they give insight into how they select some content based on their own preferences and their understanding about what the audience should know. This suggests an evolving journalistic environment in Saudi Arabia on the fastest-growing information-sharing publication platform. KEYWORDS: Journalism, social media, engagement, interactivity, online editors, audience, news values, news selection, audience news preferences, in-depth interviews, Saudi Arabia.
ContributorsFaqihi, Abdulaziz (Author) / Thornton, Dr. Leslie-Jean (Thesis advisor) / Silcock, Dr. Burton William (Committee member) / Koro, Dr. Mirka (Committee member) / Hass, Mark (Committee member) / Arizona State University (Publisher)
Created2022
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This thesis will take a look into the perspective of graphic designers and the important factors that they feel make a good sports logo. The relationship between sporting logos, their respective fan bases and human society will also be addressed. On the surface, logos may seem like an unimportant aspect

This thesis will take a look into the perspective of graphic designers and the important factors that they feel make a good sports logo. The relationship between sporting logos, their respective fan bases and human society will also be addressed. On the surface, logos may seem like an unimportant aspect of sports and of a team. They have always been a part of the sporting world and can often be an afterthought. Interviews with two graphic designers were conducted for this paper, one who has worked in the sports logos industry for over 25 years creating the identities for close to 100 different teams and the other being the Director of Clubhouse Creative, the design team within the Arizona Diamondbacks organization. Through those two interviews, I have discovered that there is much more to logos than sitting in front of a computer trying to be artistic. Each logo has a story and reason for being designed the way that it is, and I hope to convey that to the reader. In addition to the interviews, I have presented various examples of controversy in sports logos. My research of these controversies will display a wide range of examples from issues involving racism in logos to fan base disapproval. The information presented in this thesis is designed to show the reader why sports logos are important and why they shouldn’t be an afterthought.
ContributorsWelter, Nicholas E (Author) / Rawitch, Josh (Thesis director) / Hass, Mark (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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The Walt Disney Company has been successful in developing adored brands for nearly a century. Although the company’s business ventures are in a wide variety of industries, Disney Parks and Resorts has become a staple of the company earning 20.3 billion dollars in revenue.

The Walt Disney Company theme parks would

The Walt Disney Company has been successful in developing adored brands for nearly a century. Although the company’s business ventures are in a wide variety of industries, Disney Parks and Resorts has become a staple of the company earning 20.3 billion dollars in revenue.

The Walt Disney Company theme parks would be nothing without its integral Disney branding. Utilizing characters and storytelling from both classic and brand new Disney brands, Disney Parks and Resorts creates a quality brand through unique theming and world class service.

This thesis will dive into the different areas of the Disney Parks and Resorts and how the company has managed and tailored their brand in these faucets to create an unforgettably Disney experience through storytelling and impeccable service.
Created2020-05
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702,000 and counting. That is the estimated figure of deaths related to drug overdoses from 1997-2017 reported by the CDC. Almost 70% of those deaths can be attributed to prescribed or illicit opioids. Many have been quick to place blame and unsurprisingly no one seems to be coming forward to

702,000 and counting. That is the estimated figure of deaths related to drug overdoses from 1997-2017 reported by the CDC. Almost 70% of those deaths can be attributed to prescribed or illicit opioids. Many have been quick to place blame and unsurprisingly no one seems to be coming forward to take responsibility. What was the cause of this crisis? A current lawsuit against Purdue Pharma alleges that they are responsible for not only starting but continuing the crisis. (Strickler 2019) One of the initial indications of how the crisis started was due to unprofessional and deceptive sales tactics. Along with this, there have been many unethical practices involving advertising of various pharmaceutical products to exacerbate the issue. These practices range from general advertising to holding conferences with Doctors. Considering how many different parties are involved with the production, sale, prescription, and use of these products I find it difficult to place blame on one party. I wanted to specifically research how sales representatives build trust and relationships with their clients within this industry and how the crisis itself has impacted these relationships. The majority of my research consists of the foundation of relationships, different types of relationships, and how to build and maintain productive relationships. Relationships can be difficult, especially in a professional sales environment because each party typically has their own interests throughout each interaction. By understanding how professional relationships can be built we can aim to avoid a crisis like this in the future, and ultimately save lives because of it.
ContributorsGriffith, Jacob Marcus (Author) / LaRosa, Julia (Thesis director) / Hass, Mark (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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Tiger Woods’ adultery scandal was one of the most widely covered sports stories of the 2000s, in part because of how famous he was as a person and athlete. But the scandal and Tiger’s handling of it provided public relations professionals one of the most relevant crisis communications case studies

Tiger Woods’ adultery scandal was one of the most widely covered sports stories of the 2000s, in part because of how famous he was as a person and athlete. But the scandal and Tiger’s handling of it provided public relations professionals one of the most relevant crisis communications case studies in the history of sports. This case study is split into three sections; pre-scandal, the scandal itself and then his road to recovery. The case study is accompanied by an essay analyzing Woods’ crisis communications and image restoration strategies.
ContributorsVatti, Rayan (Author) / Hass, Mark (Thesis director) / Hege, Kristen (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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The purpose of this thesis is to formulate a reliable promotion strategy that will help future independent artists effectively gain exposure and create an engaged and enthusiastic audience. To do this, we set out to create moments of discovery - the moment when a listener decides they have a particular

The purpose of this thesis is to formulate a reliable promotion strategy that will help future independent artists effectively gain exposure and create an engaged and enthusiastic audience. To do this, we set out to create moments of discovery - the moment when a listener decides they have a particular affinity for an artist or song - by introducing Apollo Bravo to audiences that are most likely to enjoy what Apollo Bravo has to offer. The methodology underlying these campaigns was to present authentic and attention-grabbing content, in both brief and extended methods, to people who are most likely to enjoy Apollo Bravo.

From our research, we found that for as little as $5 a day, an independent artist can make effective introductions to audiences most likely to enjoy what they have to offer without compromising artistic expression, while also learning from and engaging with their growing audience.
ContributorsFees, Maximilian Soza (Co-author) / Kinerk, Cole (Co-author) / Patrick, Angela (Co-author) / Hass, Mark (Thesis director) / Patrick, Brad (Committee member) / Arts, Media and Engineering Sch T (Contributor) / School of Civic & Economic Thought and Leadership (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
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Our goal for the project was to formulate a reliable promotion strategy that, when implemented, will help future independent artists successfully get discovered and build an engaged following of their own. To do this, we set out to create moments of discovery - the moment when a listener decides they

Our goal for the project was to formulate a reliable promotion strategy that, when implemented, will help future independent artists successfully get discovered and build an engaged following of their own. To do this, we set out to create moments of discovery - the moment when a listener decides they have a particular affinity for an artist or song. In an effort to find a better and more dependable process for independent artists to be discovered, we tested our theories on Apollo Bravo, an innovative, Alternative/Electronic passion project, created by two of our group members, Max Fees, and Cole Kinerk.

We found that traditional means of exposure offer little insight into an artist's growing audience and can pose several challenges when measuring their efficacy and return on investment. Through these channels, artists can spend thousands of dollars promoting themselves to disinterested individuals while learning very little about their audience in the process. If only there was a reliable method for artists to introduce themselves to the people most likely to enjoy what they have to offer…

By harnessing the power of Facebook’s audience targeting machine learning ad platform, artists have an opportunity like never before to:
1) Find an audience without compromise
2) Study and engage with said audience
3) Find millions more listeners who, based on their Facebook data, resemble their growing fanbase.
Furthermore, the more time and money artists are willing to invest in their ad campaigns, the more opportunities they create for Facebook’s machine learning algorithms to learn and optimize, thus targeting more desirable listeners more efficiently

Though access to new listeners is at an all time high, finding this audience requires strategy. In the context of driving results and creating an audience - honing one’s skills as a marketer is just as important as it is honing their skills as an artist. Before all else, artists must identify their genre and differentiating factors. A firm understanding of positioning and value proposition is necessary to inform one’s targeting, content and copy development strategies.

By harnessing the power of targeted advertising, machine learning, and brand strategy any artist can find and develop an engaged following. Furthermore, these powerful advertising platforms let independent artists circumvent the top-down system that the music industry has operated on since its inception. No longer do artists have to find a label or sign away their next five years to be successful. Through digital advertising and a small amount of ad spend, any artist can find the
right listener, a listener waiting to fall in love with their music.
ContributorsKinerk, Cole B (Co-author) / Fees, Max (Co-author) / Patrick, Angela (Co-author) / Hass, Mark (Thesis director) / Patrick, Brad (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12