Music, which is easier to access than ever before, has become an integral part of many passionate enthusiasts’ lives. As a fellow music-obsessed listener, I set out to create and sell music-related art to other impassioned fans. This thesis contains…
Music, which is easier to access than ever before, has become an integral part of many passionate enthusiasts’ lives. As a fellow music-obsessed listener, I set out to create and sell music-related art to other impassioned fans. This thesis contains every step of the business plan for Album Art By Andrew, including executive decisions based on primary and secondary research, as well as a projected P&L for the first year of operations.
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The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
This creative project outlines the steps taken to successfully plan and host a fundraising event at Arizona State University. In my case, this more specifically dealt with organizing a dodgeball tournament between two friendly rivals: police officers and firefighters in…
This creative project outlines the steps taken to successfully plan and host a fundraising event at Arizona State University. In my case, this more specifically dealt with organizing a dodgeball tournament between two friendly rivals: police officers and firefighters in the city of Phoenix. All proceeds raised from this fundraising dodgeball tournament were donated back to first responders working in the city of Phoenix.
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The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their…
The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their advertising efforts differently because of their backgrounds, so movie marketers must recognize these differences to be able to succeed in international markets. This thesis is intended to help provide information for filmmakers and their respective film advertisers on how different cultures may perceive promotional movie poster factors, and how they can be more successful in their pursuit. Specifically, we are focusing on the influence of stars and review sources featured on such posters and how they might play into someone’s response to a film. To do so, we will be comparing viewers relative to their Hofstede cultural dimensions (of individualism and collectivism and power distance) to understand what factors might influence a society more and why. We first dive into our preliminary research, then make predictions and test them through a 2x2 study to determine what movie promotion elements are most influential to different viewers. Next we will conclude with the managerial implications and limitations and future research of our study. Overall, our research and data findings offer insights to filmmakers on how they might enhance and tailor their movie promotions when marketing to different cultures.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their…
The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their advertising efforts differently because of their backgrounds, so movie marketers must recognize these differences to be able to succeed in international markets. This thesis is intended to help provide information for filmmakers and their respective film advertisers on how different cultures may perceive promotional movie poster factors, and how they can be more successful in their pursuit. Specifically, we are focusing on the influence of stars and review sources featured on such posters and how they might play into someone’s response to a film. To do so, we will be comparing viewers relative to their Hofstede cultural dimensions (of individualism and collectivism and power distance) to understand what factors might influence a society more and why. We first dive into our preliminary research, then make predictions and test them through a 2x2 study to determine what movie promotion elements are most influential to different viewers. Next we will conclude with the managerial implications and limitations and future research of our study. Overall, our research and data findings offer insights to filmmakers on how they might enhance and tailor their movie promotions when marketing to different cultures.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
The current automotive industry is at a watershed moment: consumer preferences are shifting in the wake of the COVID-19 pandemic, innovative powertrain technologies have become increasingly viable in new vehicles, and increasingly strict government regulations are forcing many brands to…
The current automotive industry is at a watershed moment: consumer preferences are shifting in the wake of the COVID-19 pandemic, innovative powertrain technologies have become increasingly viable in new vehicles, and increasingly strict government regulations are forcing many brands to reevaluate their current portfolio and shift their brands focus into this new market of electric vehicles. Within the last 10 years, new start-up brands have taken a strong stance in consumers minds as the go-to for a certain class of vehicle when shopping for an EV, as opposed to what they might similarly shop for in a traditional internal combustion engine (I.C.E). Amongst all of these changing factors, BMW has fallen quite short in updating its brand in preparation for the future. BMW has traditionally stood for executive, sporty, German sedans since the brand introduced the “BMW New Class” of automobiles in 1962. For the last 3 generations of cars, about 10 years, BMW has attempted to shift its brand to a techy, luxury, executive, sedan. Unfortunately, as they enter the electric space, Tesla has a stranglehold on this market segment- and frankly produces the better car for those consumers. While they were one of the first companies to identify the need for electric vehicles, in the i3, their implementation of these ideas was so far away from this core identity of BMW that it has actually hurt their branding moving into this electric future. The goal of this thesis is to investigate these factors, the shift towards electric vehicles, and how BMW fits into this new environment. With this information, a business plan will be created that should point BMW into a direction that continues its heritage as a brand, while appealing to modern consumers and lawmakers.
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There has been a low rate of voter turnout in the U.S. in recent years, especially among young voters. In an effort to determine how to best encourage Americans to vote, emotional appeals and message frames were examined. The objective…
There has been a low rate of voter turnout in the U.S. in recent years, especially among young voters. In an effort to determine how to best encourage Americans to vote, emotional appeals and message frames were examined. The objective of this 2x2 study was to determine if positive or negative emotional appeals were more effective in changing voting behavior and if positively framed or negatively framed messages were more effective in changing voting behavior. An experiment was conducted via the Robert B. Cialdini Behavioral Research Lab at ASU, and each participant was shown a piece of voting communication that presented an emotional appeal and a message frame. It was found that, although the positive emotional appeals were not more effective than the negative emotional appeals in changing voting behavior, the positively framed messages were more effective than the negatively framed messages in changing voting behavior.
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The purpose of this study was to examine the history of pilgrimage tourism and its marketability to a modern consumer. It was also to examine the role of government in promoting tourism activities. Through a case study on el Camino…
The purpose of this study was to examine the history of pilgrimage tourism and its marketability to a modern consumer. It was also to examine the role of government in promoting tourism activities. Through a case study on el Camino de Santiago and the Xunta de Galicia, I discovered a market gap and created a communications strategy aimed towards closing the gap and smoothing demand fluctuation. Target market research indicated consumer interest and supported the marketing strategy. The study was conducted through historical, statistical, ethnographic, and psychographic research and analysis. The major findings of this study were that the American consumer is not as religiously motivated to travel as their European counterparts. However, they find many other aspects of the pilgrimage experience very appealing. Their lack of interest in the religious aspect of travel experiences segments them into a group that can potentially help flatten demand fluctuation amid Holy Years along el Camino de Santiago. The modernization of the pilgrimage contributes to its movement away from pious tourism towards secular tourism and offers an opportunity for an untapped market to support pilgrimage tourism economies.
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Top Cup plans on opening its doors by 2020 in Gilbert, Arizona. This differentiation strategy goes into depth about the steps needed to properly and efficiently introduce Top Cup to the coffee industry. A market analysis determined that Top Cup’s…
Top Cup plans on opening its doors by 2020 in Gilbert, Arizona. This differentiation strategy goes into depth about the steps needed to properly and efficiently introduce Top Cup to the coffee industry. A market analysis determined that Top Cup’s ideal consumer is to be described as the “sophisticated” customer between the ages of 18-54. They are described as affluent, working professionals who value quality and will spend on luxury items. Considering that Top Cup is advertising its high-quality products, a zip analysis was performed on 85293 to validate the practicality of targeting this market segment. 64% of the population residing in this zip code, labeled Boomburbs, encompass the same appeals as the ideal consumer Top Cup should seek. Top Cup’s mission is to serve consumers the best quality premium coffee products in an ambience-centric environment. By utilizing a product value strategy and expert-recommended strategy, Top Cup can access higher margins of profit in their asking price. The implementation of a pub-themed coffee shop will differentiate Top Cup from industry competitors and provide a unique experience to consumers on a daily basis.
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Currently the Chinese marketplace is very much influenced by its economic, demographic, political, technological, and sociocultural trends. The Chinese population is aging, and the gender ratio is being tipped to favor the male population. Also, the urbanization of rural parts…
Currently the Chinese marketplace is very much influenced by its economic, demographic, political, technological, and sociocultural trends. The Chinese population is aging, and the gender ratio is being tipped to favor the male population. Also, the urbanization of rural parts of China has lead to a rising middle class with higher inclinations to spend their income. Along with these changes, China has fully embraced technological innovation, from mobile payments to sharing economies, to allowing social media access to almost all functions of daily life. The Chinese film market used to consist of mainly government-produced domestic films, but since the the first insurgence of foreign imports, China’s desire for Hollywood films has sparked and grown immensely. However, while the general public has a high demand for foreign films, the key player in exporting a film and distributing it into China is the Chinese government and related censorship bodies. Since China is a widely untapped marketplace for foreign filmmakers, it makes sense to enter, and there are three ways a film can do so: a flat-fee export, the revenue sharing, and the co-production model. The flat-fee export model entails a straight export into China, including only a flat price, no sales revenue. The revenue-sharing model is the desired choice for big-budget studios since they get a percentage of the ticket sales in China, but there are only a select few spots that are filled each year. The co-production model is when an American film studio partners with a Chinese production company and they create a film together. This model allows the film be considered domestic, but comes with many stipulations regarding Chinese presence and influence in the film. For an independent film company looking to expand in the most lucrative international market, the best way to effectively create, market, and distribute a movie in China is to first craft a broad, unique, and attainable mission statement. Once the goals of the company are created, then key factors for success are choosing the best method of entry into the marketplace while adeptly taking the government influence into consideration, hiring locals who have previous experience in the Chinese film industry and have a deep understanding of Chinese history, culture, and the current social trends, and taking advantage of all the avenues that are available to market and distribute the film. Overall, the best options for a small independent film company in America would be to create an animated feature with two versions, or a live-action film featuring prominent Chinese actors. These are the most feasible under the flat-fee model for those with a limited financial budget, or a co-production approach for those interested in a more long-term investment plan with China. Overall, there are many moving parts and aspects to consider when entering the Chinese movie marketplace, and this research and suggestions are geared towards making sure that if going to China is possibility, then this information provides the best tools and resources to ensure that venture is a success.
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This study seeks to understand what design factors best aid in the elicitation of behaviors, specifically disclosure behaviors, from one party to another with the intent to provide some form of service. I looked at the medical industry to see…
This study seeks to understand what design factors best aid in the elicitation of behaviors, specifically disclosure behaviors, from one party to another with the intent to provide some form of service. I looked at the medical industry to see how to create the best possible quality of care all while ensuring that the patient information is collected accurately and quickly. With healthcare in the United States becoming increasingly expensive along with the multitude of people seeking attention, the time that physicians have is scare. This scarcity can affect the type and quality of care that a patient would receive. Therefore, creating an online form to gather patient data would reduce time so long as the information was collected via a trusted method and patients were honest in their disclosure. The quality of the face-to-face time in a physician’s office would increase with increased honesty from patients, as the physician would be able to properly prepare for the appointment. This study examines whether screen lighting and typeface could influence a patient's disclosure of problem behaviors, such as smoking or drinking, the patient's rating of the importance of honesty, and the patient's perceptions of privacy and confidentiality during the disclosure. The results showed that Sans Serif [Arial] typeface was more effective in eliciting problem behavior disclosure. Perceptions and disclosure in relation to background color did not yield overwhelming results either way.
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