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Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann
Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann
Honors Theses
The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial …
Collegiate Dance Club Marketing Plan, Aubrie Malhoit
Collegiate Dance Club Marketing Plan, Aubrie Malhoit
Honors Theses
The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club. …