Arts and Humanities Commons^™

Effective Methods Of Marketing An On-Campus Resource To College Students, Samantha Gary

Graphic Communication

The problem this research it attempting to solve is how to market an on-campus resource to college students. Through conducting surveys, gathering research, reviewing case studies, and analyzing data, the author has found that the answer is to not to segment college students by major. It is more effective to figure out what a typical students’ needs are and address them by providing a solution to their problems. By strategically placing printed posters around campus that capitalized on student’s needs for study breaks and outlets to tap in to their ideas, the author found that more students respond to this …

Creative Advertising Portfolio, Hayley E. Sunderman

Senior Honors Projects, 2010-2019

Since I was a young child, all I wanted was to draw and write. I would compose entire binders of my artwork, as well as Microsoft Word documents of the beginnings of mystery novels. As I grew older, I let my self-doubt take over and I convinced myself that I was not talented enough to pursue any type of creative career path. I came into college as a Marketing major knowing that my future career options would be fairly vast. During my junior year, I realized my strong desire to work in creative advertising. Graphic design, copywriting, photography, videography, and …

Bilingual (Spanish-English) Marketing As A Catalyst For Cultural Awareness: The Effect On Parents In The Toy Market, Margo K. Bailey

Honors Scholar Theses

Due to globalization, multinational companies are increasingly cognizant of the language used in marketing materials. The growing Hispanic population in the U.S. and the increasing desire to learn and consume English in Spain makes marketers think twice about how they use language. This research is multi-method, using in-depth interviews and an experiment to learn more about how languages are used in advertisements to target monolingual and bilingual consumers within a country, and how consumers respond to monolingual and bilinguals advertisements.

I started by interviewing two marketing managers with experience in bilingual advertising in various media to better understand their decisions …

A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton

Undergraduate Honors Theses

This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …