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- Member of: Theses and Dissertations
Description
The objective of this paper is to give information that can assist Independent (indie) authors at every stage of the book process: development, promotion and distribution of their books. The book market is changing, and it's changing today. As the market evolves it is essential for authors to evolve as well. Due to the market's evolution, authors must question every stage of the book process, from beginning to end. It is due to these significant changes that my paper will be formatted more as a guide for newer indie authors or authors who are having trouble keeping up with the new market. The guide will assist indie authors at every stage of the book process and will also make clear where the new market stands. In order to create a more credible guide, I collected large amounts of primary data and entered the market myself in order to truly understand the new market from an indie author's position. I found this approach essential due to the near absence of credible secondary data and because of the plethora of nuances at every stage of the book process. For primary data, I created and distributed an in-depth survey with the purpose of revealing book blogger preferences, online habits, and preferred methods of contact. The reason for my focus on book bloggers is because of the greatly increased importance of book reviews. I also believe that book blogger preferences are a good indicator of what the typical reader enjoys, giving me further insight into market preferences as a whole. I became an indie author in order to better understand the market so that I could ask the right questions and be better able to give practical suggestions. I wanted to create a guide that real indie authors could use, so it seemed natural that I should become a real indie author. This guide is structured in the way indie authors would create their book.
ContributorsCollopy, Robert Edward (Author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
The purpose of this study, conducted via the Community Action Research Experiences (CARE) Program in association with Arizona State University's T. Denny Sanford School of Social and Family Dynamics, was to expand the influence of Open Table, a faith-based, non-profit organization dedicated to equipping the impoverished with the necessary tools to restore them back to self-sufficiency through the power of relationship. The study sought to aid the organization's expansion through an analysis of the decision-making process leaders from faith congregations undergo to establish or continue partnerships with Open Table. A series of interviews were conducted with leaders from congregations currently partnered with Open Table to determine the nature of the decision-making process for adopting Open Table into their congregations, the expectations of the Open Table model for reaching the impoverished, and to what degree those expectations were met. Nine interviews were conducted from which the following results were derived. The key results revealed that congregation leaders other than the lead pastor often conducted the majority of the decision-making in regard to adopting and implementing Open Table within the various congregations. The decision to adopt Open Table often was based on whether or not any particular congregation's mission and values aligned with that of the organizations. Some expectations leaders had of Open Table were for their congregation members to receive a richer education of poverty and to help an individual exit poverty. For the most part, the results revealed that these expectations were frequently met.
ContributorsHoover, Nicole Rene (Author) / Ostrom, Amy (Thesis director) / Dumka, Larry (Committee member) / Barrett, The Honors College (Contributor) / School of Letters and Sciences (Contributor) / Department of English (Contributor)
Created2014-05
Description
This thesis is structured as a case study that draws primarily from the field of marketing with supplements from supply chain management. It focuses on the Law Offices of Jennifer Hayes over a time period of six months that spans from September 2012 to February 2013. This project examines how the firm's marketing efforts were expanded to include online pay-per-click marketing through Google Adwords. The project was a huge success as it helped fuel the growth of the business through the generation of qualified leads. Additionally, this thesis also tells the story of the complexities and decisions surrounding the project from its inception to its completion. In the process, this thesis found that the value of the advertising spend at a professional services firm can be increased even when cost reductions are impractical. This was be done by first confirming that there is in fact room to enhance value in this spend category. Secondly, the strategy to accomplish this goal took a holistic approach that enhanced the overall competitiveness of the company, not just its revenues.
ContributorsDe La O, Douglas David (Author) / Ostrom, Amy (Thesis director) / Kull, Thomas (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Supply Chain Management (Contributor)
Created2014-05
Description
This thesis examines the importance of graphic design in the marketing profession, with an emphasis on the necessity of specific graphic design skills in the acquisition of an entry-level marketing position or internship. The research begins with a thorough examination of various job posts requiring a marketing degree and a detailed analysis of how certain changes in the marketing landscape are causing graphic design skills such as the Adobe Creative Suite to be important in entry-level marketing. The thesis then discusses and critiques what actions are being taken by universities across the United States to address the issue of marketing undergraduates not feeling prepared to enter the workforce. Using these actions as a basis, the thesis then concludes with recommendations for universities in general, recommendations specific to Arizona State University, and recommendations for students given these new insights regarding graphic design. Some of these university recommendations, which also apply to ASU, include creating an interdiscplinary degree program, improving or changing current major or minor programs to integrate the two disciplines, implementing new courses, and encouraging students to use a variety of low-cost, online resources. The student recommendations include searching for degree programs with design-related major and minor offerings, pursuing a minor in a design-related area, utilizing online learning resources and approaching design students and faculty for individualized instruction.
ContributorsGebhardt, Kayla Lynn Mikell (Author) / Ostrom, Amy (Thesis director) / Fehler, Michelle (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
Abstract Hope and Dreams: Insight into Autism Art Benefit Exhibition Megan H. Tollefson Hope and Dreams: Insight into Autism was a social outreach project benefiting autism research in the Phoenix Valley via an art exhibition. Autism is a widely discussed disorder that affects more than 1.5 million people in the United States. It has had a significant personal impact on my life, as I have two cousins with the disorder, as well as o the lives of millions of others. The project aimed to educate the public on autism, support families dealing with the disorder, and raise funds for essential research to better understand, treat, and prevent autism. The variety of paintings in the exhibition was meant to be representative of the many facets of autism while inspiring hope for viewers. The project also intended to advocate the arts as a viable method for communicating for collective community pulse in the face of increasing autism prevalence. The project process hoped to speak as a visual, social and most importantly, a human commentary on the current state of autism in America. My artwork was selected as the winner for the Sally A. McKenna memorial exhibition for spring 2008, and the exhibition took place in the Step Gallery in the heart of Tempe. The paintings I created and the marketing for the event allowed me to create a meaningful thesis project and combine my interest in business and the arts. I was also able to donate several thousand dollars and one of the paintings to the Southwest Autism Research and Resource Center.
ContributorsTollefson, Megan (Author) / Schoebel, Henry (Thesis director) / Ostrom, Amy (Committee member) / Minonich, Lyndsey (Committee member) / Barrett, The Honors College (Contributor)
Created2008-05
Description
Brands are increasingly turning towards content marketing as a tactic to engage with the people they are trying to serve. While creating content is a way to increase awareness about and affinity towards a brand beyond its product and service offerings, there are many brands that are not creating engaging and valuable content as it does not align with the objectives of the brand or the goals and pain points of its audience. Understanding content marketing best practices allows brands to see a higher return on investment for the content it is publishing. The content marketing learnings in "Building an Audience through Engaging Content" are applied to a project designed for the W. P. Carey Marketing Department. The Marketing Department wants to increase student engagement with and affinity towards the Department in the short term as students move from exploring their major and career opportunities into the long term as students become alumni. Marketing Matters is a marketing resource site designed by students for students. Research from interviews with content marketing professionals and secondary research on best practices from content marketing mavens resulted in the creation of a content marketing strategy for Marketing Matters that aligns with the objectives of the Marketing Department and the students it is serving. The content marketing strategy includes a discussion of strategy and tactics developed for the site, a voice and tone guide that content creators should follow when creating content for the site, and examples of content that would be used for the site.
ContributorsRobertson, Courtney Rose (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of English (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
This thesis investigates how student organizations market to students at Arizona State University as well as opinions from students in how they view marketing on campus. From a collection of data from in-depth interviews and surveys, it has been concluded that not one method is best at marketing on campus. Student organizations need to have a combination of methods to create a well-rounded strategy that will instill brand awareness and recognition on campus and, in turn, produce an increase in engagement for their organization via recruitment of new members and attendance at meetings and events.
ContributorsRamos, Adrianna Cimona (Author) / Ostrom, Amy (Thesis director) / Giles, Charles Bret (Committee member) / School of Social and Behavioral Sciences (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Streetwear is a category of fashion that has evolved from being a niche style of dress influenced by American counter cultures, into a formidable industry. Over time, Streetwear has become a culture in itself whose members are critical of inauthentic brands and commercialization. Streetwear brands have the need to be perceived as authentic, exclusive, and being connected to celebrity to survive in the industry long-term. Additionally, as the industry grows larger, the marketplace has become increasingly saturated. This can be attributed to how easy it is to create a fledgling streetwear brand due to advances in garment production technology and streetwear's roots in low-cost clothing. Streetwear brands need to differentiate themselves in an effective manner to stand out to consumers in the saturated streetwear market. Primary research conducted via a survey administered to streetwear consumers was done to learn more about the effectiveness of popular tactics and marketplace events streetwear brands use to differentiate themselves. Secondary research was done in literature on the topics of creativity and energized differentiation. Research by Gerzema and Lebar presented in their book The Brand Bubble on the topic of energized differentiation is reviewed and applied to streetwear brands. This thesis will discuss the key elements brands need to have to be successful in the streetwear industry. Along with this, it will also look at the effectiveness of specific tactics bands can execute to effectively differentiate themselves in the saturated industry and the important role creativity plays in their success.
ContributorsGriblin, Austin W. (Author) / Ostrom, Amy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
"The Online Entrepreneur's Digital Marketing Handbook" is exactly what it sounds like \u2014 a resource for entrepreneurs (or aspiring entrepreneurs) to learn about all things digital marketing, ranging from web design to advertising to much more, in order to be better equipped to have success with building out their business ideas. The paper serves as not only a resource that explains fundamental elements of marketing strategy and digital strategy, but as something that connects people with the resources they need to actually implement these strategies. By reading this paper, you can learn about web design and how it correlates with digital and business strategy, about key advertising channels and what the current best practices are for using these platforms, about social media marketing tactics, about age-old marketing disciplines like email marketing, and about trends expected for the future of digital marketing. Nearly every discipline discussed within the paper is an extremely deep field itself, and thus learning more in depth about any of the fields is recommended, but the paper at least provides a compilation of what fields are most important to consider, and the most crucial elements of strategy and best practices needed for someone to have success, whether it's for a small project, or for the launch of a new business. Far too many entrepreneurs have the opportunity for success, and the resolve, but they focus their energy on the wrong things when it comes to marketing, because they don't know where to start. With a better grasp on the digital marketing landscape, key elements of strategy, and the most crucial digital marketing channels, entrepreneurs should have higher odds of success by diverting resources to what's important, and not getting distracted by all the choices out there.
ContributorsHubbard, Zachary Scott (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
This thesis explores the current relationship between high fashion and the advancements and changes in technology that have catapulted the industry into a potentially dangerous level. It is simple for one to identify fashion as a booming industry; however, upon further inquiry, it becomes clear that the pace of the fashion industry is unsustainable as the demands and expectations that the current consumer has for high fashion brands grow unproportional with the standard rate of the industry. In 2016, the fashion industry reached $2.4 trillion in total value, placing it as the seventh largest economy in the world (Amed, 2016), but these numbers are as fickle as a fashion trend. The fear and talk of the current state of fashion is that this will stagnate and even drop off, due to multiple factors. The shift to the "see now/buy now" platform (CFDA, 2016), a marked reliance on social media "influencers" in order to determine success (Friedman, 2016), and the commercialization of creative directors attributing to the high turnover rate at brands (Prigent, 2016) may lead one to conclude the technology is positively affecting the fashion industry. However, these factors ought lead one to conclude that high fashion is moving at an unsustainable pace, one which will result in long-term detriments to the seemingly unshakable industry and remove high fashion off its current pedestal. Over the past few years, a larger consumer base motivated growth in sales numbers, but in 2016, sales growth was at 2-3% with predictions of stagnation to come for the upcoming years (Amed, 2016). This thesis will look at if the high fashion industry itself has become "trendy" and where the current peak of the industry will lead for the future.
ContributorsGur-Arie, Hannah Esther (Author) / Gray, Nancy (Thesis director) / Ostrom, Amy (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05