Matching Items (84)
Description
Professional sports organizations in the National Football League (NFL), Major League Baseball (MLB), National Basketball Association (NBA), and National Hockey League (NHL) are constantly searching for ways they can improve fan experience at their respective events. Many organizations have chosen to build a new stadium to attract fans and recruit players to play for their organization. The struggle for fan attention and fan spend is being played out on a daily basis. As revenue models have shifted more towards targeted advertising, delivered via new social and digital mediums, local organizations have focused on improving the at-game experience to maintain consistent revenue streams. The features these stadia include have varied from the comical, to the social, to the behind-the-scenes side of sports. This thesis project will examine all the characteristics of professional sports stadia and compile a report of the features organizations should include if they decide to build their own new facility. The problem that this thesis identified was that hockey arenas do not have a true "calling card" aspect to their facility, and this thesis will examine what can make these facilities more unique. At the end of this thesis, the research was used to construct a destination facility for a NHL team based on fan preferences, sponsor effectiveness, and design that reflects the region in which the stadium is located. Hockey organizations and venues need to entice their fans to attend events at their facility as opposed to staying at home to watch their events on television in order to generate more revenue at the facility.
ContributorsLatham, Nicholas Ryan (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students at Arizona State University. The research suggests that there is no predictable impact to athlete brand from engaging in politics. Throughout history and in modern times there are examples of athlete's careers getting damaged because of their political involvement as well a instances where the athlete's brand is undamaged by their actions. The primary research results suggest that while the population preferred that sports and politics remain separate, they also believe that athletes have the right to speak out on political issues and engage in protest, and that doing so does not weaken the brand image of the athletes. The information in this research can be used by athletes to determine how their political actions may be received and by companies deciding how sponsoring a politically active athlete may affect their own brand.
ContributorsKeeslar, Alisia Marie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In this work we analyze just what makes the topic of third party voting so intriguing to voters and why it is different than voting for one of the major parties in American politics. First, we will discuss briefly the history of politics in America and what makes it exciting. Next, we will outline some of the works by other political and economic professionals such as Hotelling, Lichtman and Rietz. Finally, using the framework described beforehand this paper will analyze the different stances that voters, candidates, and others involved in the political process of voting have regarding the topic of third party voting.
ContributorsMcElroy, Elizabeth (Co-author) / Beardsley, James (Co-author) / Foster, William (Thesis director) / Goegan, Brian (Committee member) / Department of Economics (Contributor) / School of International Letters and Cultures (Contributor) / Economics Program in CLAS (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move in the course of sports history, as it will have a major impact on the fans. Teams, as well as the league, must walk a line and make sure they are not seen as selling out for more revenue. Even though one of the reasons for allowing teams to sell space on jerseys is for revenue generation, it is also meant to help the NBA increase its exposure and become a global brand that is accepting to corporate investment. To understand how this will play out in the NBA, this report will look at the history of jersey sponsorship in Europe and the United States. Studying how jersey sponsorships have affected fans, teams, and leagues in the past will allow for a better understanding of the new jersey sponsorship market that the NBA is creating. Having a complete grasp on how jersey sponsorship markets in Europe and the U.S. will allow for better predictions on how the market for a major U.S. league will be. As of April 21, 2017, six teams have agreed to deals that involve a corporate sponsor patch on the team jerseys. These teams are from a variety of different markets and have varying level of recent and historical success. This small sample of teams with current deals can be compared to the early deals in other leagues. Some trends can be identified within the current deals based on the monetary investment certain teams are receiving from brands. The partnerships also all have other components to them as well as good brand alignment between the team and the sponsor. To value the remaining 24 teams, a formula was produced that would consider the team's current exposure in the marketplace. Through studying the history of other jersey sponsorship markets, a team's exposure is very important to brands and can allow a team to command a larger dollar amount. A formula was derived to relatively determine the value each team from the point of view of a brand mulling the decision to purchase an NBA jersey patch. Understanding the value of exposure to brands, the formula consisted of five variables that fully encompass how a team gains and maintains its exposure. A survey was also conducted in order to understand the fan in the local area. Our survey sample consisted of students of the W.P. Carey School of Business at Arizona State University. In this survey, we could understand how students felt about certain brands and whether a partnership involving their favorite team could sway their purchase intentions. The survey gave an inside look on some NBA fans and how they feel towards corporate partnerships with teams.
ContributorsSantora, Spencer Dean (Co-author) / Scheetz, Ryan (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
This paper explores psychographics and how they can be used to increase value in sport sponsorships. Funk (2016) indicates that psychographics are the attitudes, interests, and opinions of consumers. This defines psychographics, which is crucial for the continuation of the research. In a study conducted with the W. P. Carey School of Business at Arizona State University, psychographics are explored further from the sponsor's perspective. Questions in the survey examine how recognizable different forms of sponsorship are, as well as the consumers' perception of sponsors and other consumer attitudes. Insights regarding general sponsorships within sport are provided from the analysis of this data. Overall, it is seen that the forms of sponsorship with the greatest visibility, especially those with media visibility via television broadcasts, are the easiest to recognize. Additionally, it is seen that consumers purchase based on an emotional connection to a brand, and they perceive the goal of sponsorship as a chance for sponsors to sell their brand, not their products. Knowing this information is useful, because applying it allows sponsors to maximize their sponsorship value by connecting with fans on a deeper level and targeting their promotional efforts accordingly. This piece includes the full list of survey questions and explanations, as well as an in-depth analysis of the setbacks faced in this project, and the potential downfalls of the survey sample. Regardless of that, this is still valuable information that provides an informal example of the power of psychographics as they relate to growing the value of sport sponsorship.
ContributorsBreidenbach, Nadia Marie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Sports have connected fans together for years, but the way fans are engaging with their favorite teams and the way they are interacting with athletes and teams have changed and will continue to change. Social media is one of the fastest growing trends today and it is continuing to grow and change the way people live. The connection between sports and social media has grown and will continue to evolve, with 93.3% of global sports leaders believing that the pair will continue to grow in the next 5-10 years (Reddy). Sports have been around for many years and each sport has created a special fan base that appeals to them. More recently, the two have become more intertwined with one another and have benefitted from the connection. Sports teams and players are now using social media to draw attention to themselves and differentiate themselves from other teams. Companies are using social media to show their partnerships with teams and the players on those teams. Both entities understand the importance of being ahead of their competitors and staying up to date with the newest trends. It is crucial for social media platforms to stay relevant in the eyes of consumers just as it is important for sports teams, and players, to stay relevant to their fans. The emphasis of social media in society has led to more sponsorships between businesses and teams and has allowed consumers to see those relationships play out right on their device. According to a study done by Fullerton, sports account for 70% of sponsorship money spent in a year (Fullerton). With revenues of both sports and sponsorships increasing, these two entities will grow together. Social media can bring good and bad aspects along with it, but for companies looking to have top teams or athletes support them, it is very beneficial. 75% of consumers reported being always on social media platforms like Facebook and Instagram, which are two of the top platforms used by companies to promote themselves (Reddy). These social media 4 platforms can be good for exposure and getting products and news into the world, but can be bad because it can bring light to situations that are not always good. The problems do not arise because of the partnerships that are formed, but rather nobody outside the partnership knowing about it. When a player posts about a product on their social media with no indication of a deal with a company, fans seeing the post would have no idea that they are being paid to say it. When someone clearly shows that it is an "#ad", people are free to form their own opinions because it has been made aware that the post is being made as part of an agreement. This project explores how posting on social media affects the fans perception of the player/team if they know it is a sponsored ad or not. With social media continuing to play a large role in the sports world and advertisements becoming more prevalent on all platforms, it is important for the teams, and the players, to be transparent with their fans.
ContributorsSeip, Bridgette (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Almost all surfboard wax on the market today is made of paraffin wax, a product made from crude oil. Paraffin wax is not an environmentally friendly product for surfers. I believe that there is a market for and environmentally friendly surfboard wax. My thesis/creative project will be to create this business and prepare it for launch. My main deliverable will be a business plan detailing:
• An Executive Summary
• Description of the Business
• Market Analysis Summary
• Sales and Marketing Strategy
• Company Management Summary
• Funding Plan
• Financial Projections
• Appendix if Necessary
By the time I defend, the ECO-Wax (Working Title) business will be ready to launch.
• An Executive Summary
• Description of the Business
• Market Analysis Summary
• Sales and Marketing Strategy
• Company Management Summary
• Funding Plan
• Financial Projections
• Appendix if Necessary
By the time I defend, the ECO-Wax (Working Title) business will be ready to launch.
ContributorsTingey, Cameron M. (Author) / Dietrich, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
My thesis is designed to provide information about the spending habits and return on investment of
certain fan segmentations of Phoenix valley residents, at the WM Open. In 2012, Professor Michael
Mokwa, Professor John Eaton, and Professor Bradley Fay of the Department of Marketing at Arizona
State University’s W.P. Carey School of Business, conducted an Economic Impact Study and a Study
regarding Attendance at the Waste Management Phoenix Open. It was a joint research study with the
ASU W.P. Carey School of Business and the Center for Competitiveness and Prosperity Research, and
the studies were designed to 1) demonstrate the overall economic impact of the tournament on the
Phoenix area, and 2) identify the specific market segments and audience of the Waste Management
Phoenix Open. I used this study as base research to conduct further analysis of the fan segmentation of the
Waste Management Open. I completed two projects: an ‘Initial Project’, and a ‘Secondary Project’, which
analyzed different aspects of fan groups and average fan spending figures.
***
The goal of this report is to draw upon the fan clusters (outlined in the initial report) to further
characterize the six unique groups of Phoenix valley residents, calculate out how much revenue each fan
group is responsible for generating, and link the potential return on the investment of WM Open
advertising. This study added the average spending figures (collected by the ASU 2012 Economic impact
study (Mokwa, Eaton, Fay 2012)) and habits to the established market segments. With further analysis, it
was possible to link the advertisement efforts and determine if the current advertising and marketing
strategy fits the different fan segments that attended the tournament. The analysis includes the average
spending of each fan segmentation, critique of the current marketing and advertising efforts, and an
overall study of the WMPO marketing model using the 2016 Advertising and Marketing report along with
sales figures from Communication Links.
certain fan segmentations of Phoenix valley residents, at the WM Open. In 2012, Professor Michael
Mokwa, Professor John Eaton, and Professor Bradley Fay of the Department of Marketing at Arizona
State University’s W.P. Carey School of Business, conducted an Economic Impact Study and a Study
regarding Attendance at the Waste Management Phoenix Open. It was a joint research study with the
ASU W.P. Carey School of Business and the Center for Competitiveness and Prosperity Research, and
the studies were designed to 1) demonstrate the overall economic impact of the tournament on the
Phoenix area, and 2) identify the specific market segments and audience of the Waste Management
Phoenix Open. I used this study as base research to conduct further analysis of the fan segmentation of the
Waste Management Open. I completed two projects: an ‘Initial Project’, and a ‘Secondary Project’, which
analyzed different aspects of fan groups and average fan spending figures.
***
The goal of this report is to draw upon the fan clusters (outlined in the initial report) to further
characterize the six unique groups of Phoenix valley residents, calculate out how much revenue each fan
group is responsible for generating, and link the potential return on the investment of WM Open
advertising. This study added the average spending figures (collected by the ASU 2012 Economic impact
study (Mokwa, Eaton, Fay 2012)) and habits to the established market segments. With further analysis, it
was possible to link the advertisement efforts and determine if the current advertising and marketing
strategy fits the different fan segments that attended the tournament. The analysis includes the average
spending of each fan segmentation, critique of the current marketing and advertising efforts, and an
overall study of the WMPO marketing model using the 2016 Advertising and Marketing report along with
sales figures from Communication Links.
ContributorsRischitelli, Anna Catherine (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
This paper analyzes the relationship between fatal shootings and several types of legislation. The purpose of this analysis is to determine which gun laws have been more effective at minimizing gun deaths. The following types of firearm legislation were analyzed in the final regression: open carry, concealed carry with a permit, concealed carry without a permit and bans on assault weapons. Through the analysis of these gun laws, the final regression results concluded that gun laws that allow citizens to conceal their weapons, such as concealed carry with or without permit, as well as assault weapon bans typically decrease the amount of firearm deaths, whereas open carrying of firearms typically increases the amount of firearm deaths.
ContributorsAnglin, Meagan Rene (Author) / Goegan, Brian (Thesis director) / Foster, William (Committee member) / School of Politics and Global Studies (Contributor) / Economics Program in CLAS (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers, as to allow businesses to grow and develop. However, as advertising practices have continued to pester the public with increasingly invasive ads, it is important to discuss how far advertisers should go in invading the lives of the consumer. Advertising is necessary in today's world, as without it many industries that are used daily by consumers would become far less profitable without it, rendering many services and entertainment outlets unable to serve their customers. While necessary, advertising has become nothing more than an annoyance to a lot of consumers, leading to the ultimate question addressed in this thesis: where is the line? In addition to discussing many real-world examples, measuring the extent of the annoyance behind a series of controlled advertisements would become crucial in exhibiting how invasive ads can really be. This lead to the survey which aimed to discover where the line is that advertisers should not cross when continuing to create interesting ads, as they can become a nuisance to the audience they are trying to appeal to. While it is difficult to measure exactly when an advertisement becomes a detractor instead of effective marketing, it is determined that advertisers must truly embrace the audience as well as the medium they use to send their messages. Survey responses led to the conclusion that the advertising industry must be wary of what their audience is attempting to do when companies advertise to them. Advertisers must strive to not become an annoyance to the audience they are marketing to, and must create a cohesive campaign that complements the medium used as to not jeopardize the integrity of the entertainment medium.
ContributorsIvanhoe, Daniel Lee (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05