Advertising and Promotion Management Commons^™

Center For Manufacturing Excellence Capstone Project: Critter Catchers, Wilson R. Eatherly, Sophie C. Smith, Joyce W. Nkanor

Honors Theses

The Haley Barbour Center for Manufacturing Excellence annually presents seniors with the opportunity to do a capstone project that encapsulates their skills learned throughout undergraduate coursework. The interdisciplinary teams are made up of engineering, accounting, and business students. These students bring their skill sets together to come up with a business plan for the project they have been placed on. This team, Critter Catchers, chose to manufacture non-lethal animal traps meant to be a safe alternative to traps on the market that may injure animals. The trap was made primarily out of wood and operated by means of a pressure-triggered …

How Ux Design Shapes Brand Perception In Digital Environments Among Gen Z, Adriane R. Arinder

Honors Theses

This study examines how user experience (UX) design shapes brand perception among young adult consumers, with a focus on digitally active individuals between the ages of 18 and 25. Drawing on a review of academic and industry literature, qualitative data from a focus group of seven University of Mississippi students, and quantitative data from a survey of 153 participants, this research argues that intuitive, accessible digital experiences function as a form of brand communication that significantly influences how users evaluate the companies behind them. The study conceptualizes UX through four primary dimensions: usability, navigation clarity, interaction efficiency, and accessibility. Findings …

Surveying The Effects Of In-Person And Word Of Mouth Appeals To Gen-Z On Fundraising Outcomes, Stephanie Huynh

Honors Theses

Fluctuations in consumer behavior and perceived disposable income are a concern for nonprofit budgeting. Even with recurring donor subscriptions, donations can be an unreliable source of income. As Gen Zers become more prevalent in the workforce, it is a matter of time until they form the majority of the donor pool. This study explored the efficacy of repetition as a fundraising tool in appealing to Gen Zers. The sample was Gen Z students at the University of South Alabama, and a voluntary exploratory quantitative survey was administered. 113 responses were gathered. Through analysis with Spearman’s correlations and descriptive statistics, it …

Women In Business Marketing: An Analysis Of The Glass Ceiling, Hailey Hornberger

Honors Theses

The glass ceiling phenomenon continues to be a widespread barrier affecting women in various professional fields, including business marketing. While female representation in business marketing is witnessing a significant increase, persistent barriers prevent successful women from advancing any further in their careers. The purpose of this research study was to understand the perspectives and experiences of women in business marketing professions. The key issues highlighted throughout this study include microaggressions in group settings, sexual harassment, balance of work and life, leadership dynamics, confidence and self-doubt, lack of support, and the gender pay gap. Secondary research was used as an initial …

How To Grow My Business On Social Media, Thomas Vehige

Honors Theses

This thesis discussed goals, strategies and tactics to expand an existing freelance sports videography business into a more robust business through the use of targeted social media campaigns. Author discusses demographic choices, social media platform selection and goals for thoughtful evaluation of opportunities and core competencies.

How Brands Go Viral: An Analysis Of Successful Brand Marketing On Tik Tok With Gen Z, Alyssa Rezek

Honors Theses

This thesis seeks to examine the unique relationship between Generation Z and the social media platform TikTok, especially in regard to its marketing function. A literature review, survey, and interviews were conducted to examine the social media habits of Generation Z and the attitudes they have towards these platforms. The data suggests that highly visual platforms, such as Instagram and TikTok, are more widely used and trusted by members of the generation in question. These trends indicate that brands wishing to market toward this generation should become proficient in the use of these platforms. This research seeks to examine the …

Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger

Honors Theses

This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …

Analyzing The Social Aspect Of E-Cigarette Prevention With College-Aged Consumers, Emily Wilson

Honors Theses

This research investigated how social aspects influence college-aged e-cigarette users’ decision to use or quit using these devices. We conducted interviews of 10 young adult e-cigarette users and past users to explore three main topics: their experience with e-cigarettes, their evaluation of selected picture and narrative-based advertisements, and preventative phrasing they would suggest for future advertisements. We identified that social influence on young adults’ e-cigarette consumption/cessation revolved around three primary themes: availability of the device, peer pressure, and change of perspective. More importantly, we discovered that the effect of these themes would differ, and the source of the social influence …

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 …

A Study Of The Product Development Process For The Transparent Kitchen Knife Block, Benjamin Payne

Honors Theses

The purpose of this document is to summarize the research and planning, design, market evaluation, cost analysis, and production process for a kitchen knife block. The team began by researching multiple knife block designs and evaluating what strengths and weaknesses existed with the basic models that are currently offered in different marketplaces. After collecting data on material costs and discussing different design features, the team created a survey in order to gauge consumer preferences and gain a better understanding as to what features and price point the average customer would consider purchasing. The resulting information was used to create an …

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. …

The Green Rush, Alexis N. Stein

Honors Theses

Hemp, Cannabis, Weed, Marijuana, Pot, Bud, Reefer, Grass…the nicknames go on and on, but how did a plant that was once widely accepted become a Schedule I substance according to the United States Federal Government? In order to fully understand this question, we must first look at the history of hemp from its origins in 8,000 BCE to present day. This information will allow us to better understand the history of cannabis and how it has shaped the landscape for the growing cannabis industry today.

Marketing Plan For The Foundation Scholarship Program, Marissa Chupp

Honors Theses

The Foundation Scholarship is a full-tuition scholarship for incoming freshman who meet the scholarship’s criteria at Western Michigan University (WMU). Along with the scholarship funds, the Foundation Scholar program aids students by providing a solid community of peers and mentors. Since the program’s debut in 2015, there has been no marketing plan set in place. This thesis is devoted to the creation of a marketing plan that can be used as a guideline to promote the Foundation Scholarship. The goal of this marketing plan is to persuade donors to give to the program and incoming WMU students to apply for …

Stakeholder Theory In Ethical Business Decisions: The Case Of Nestle, Mckayla Marcola

Honors Theses

The traditional view of business is that executives have an obligation to base all decisions around increasing the value of the business. But what happens when those decisions infringe on the surrounding environment? In 2017, Nestlé proposed a water withdrawal increase at their Evart, MI water bottling plant from 250 gallons per minute, to 400 gallons per minute. During April 2018, the Michigan Department of Environmental Quality approved the new withdrawal proposal; this caused an up roar in the environmental community. From local citizens, to public interest groups, many have expressed their opposition for this increase stating that this increase …

Shopping With Strangers: Grocery Shopping Behaviors Of Generation Z, Madelyn Olsen

Honors Theses

Marketers frequently segment different populations by generation to target their products more efficiently. Each generation has its own characteristics and behaviors. Marketers use these characteristics and behaviors to improve ways to get consumers’ attention, increase interactions with brands, and increase purchase of products and services.

In a rapidly changing world, these generations are becoming increasingly visible and identifiable due to the integration of technology and social media into daily life. The generation that this study focuses on is called Generation Z. Generation Z has not been fully identified yet because their group is still emerging. Researchers have found it difficult …

Kalamazoo Wings Student Participation Campaign, Kelly Hughes

Honors Theses

This public relations campaign is to increase participation of Western Michigan University students at Kalamazoo Wings hockey games. The *millennial audience represents 25-30% of many professional sports teams’ overall revenue base (Fisher 2015). Western Michigan University students have low participation at Kalamazoo Wings hockey games since they do not even make up 1% of the fans that attend Kalamazoo Wings games. The campaign goal is to increase participation of Western Michigan University students at Kalamazoo Wings hockey games by 25% by May 2018. *Millennial: A person reaching young adulthood in the early 21st century.

My research has indicated that the …

Western Michigan University’S Department Of Dance Marketing Plan, Cassandra Hartline

Honors Theses

The following report constitutes the formal marketing plan for the department of dance at Western Michigan University. This plan is intended to synthesize all of the marketing related information pertinent to Western’s dance department and provide easy one step access to this material at any time. The other purpose of this plan is to dictate the primary objectives the department is looking to accomplish through implementation of marketing tactics.

The first primary objective includes increasing visibility of the department of dance as a whole to both our primary and secondary target audiences; the second objective is to create innovative marketing …

Does Social Media Help Create Brand Loyalty?, Ali Russo

Honors Theses

Throughout my time at Haworth College of Business, Social Media has been a big topic of discussion. The issue has not been if companies should use it as a tool to reach consumers but how do companies effectively utilize Social Media sites. Companies have two important ways to utilize these sites: the first is to collect data from users, and the second is to create a platform where they can interact and influence purchasing decisions. I wanted to create a thesis that focused on the interaction side of Social Media. Initially, I wanted to see if Social Media would create …

Risk Propensity And The Aviator Shortage, Timothy S. Seales

Honors Theses

This is an exploratory research study of the possible similarities in risk propensity between aviators and potential aviators and to determine the feasibility of using focused marketing strategies to increase the number of annually issued pilot certificates. This exploratory research was chosen for its significance in that there is a steady decline in the number of pilot certificates being issued annually (Blair, 2012), and there is also a dramatic increase in the number of airline pilots reaching the mandatory retirement age of 65 (Cary, 2012). The result of these two combined circumstances may cause an acute aviator shortage in the …

Increased Enrollment For The Graphic And Print Science Program Through Specialty Print Advertisement, Christa Ickowski

Honors Theses

This project evaluates whether a mailer (containing information on the Graphic and Print Science Program) that is folded in a unique manner and containing color graphics would attract more students to the program. With this printed piece the capabilities of the program's students and the program are demonstrated to attract more motivated students who wish to pursue the Graphic and Print Science field. The current method of advertising the program consists of sending form letters which tend to be a little interest to the target audience of high school graphic arts students. With a specialty folded, 4-color mailing in a …

Easy: An Integrated Marketing Communications Program For The City Of New Orleans, Brett Rogers

Honors Theses

The following is an integrated marketing communications program for the city of New Orleans entitled "Easy." The paper outlines the history of the marketing of New Orleans, as well as the city's current goals. A detailed summary of the current market is provided with detailed demographics and beliefs held, as well as the segmentation variables that will be used within the "Easy" campaign to define the targeted audiences. The PRIZM NE segmentation system is used to better define the target markets of the campaign. Broadly defined, the two targeted segments of the campaign are: 1. younger families with children who …

Children's Attitudes Toward Television Advertising: A State Of The Art Review, Heidi L. Haskins

Honors Theses

The issue of children and advertising came to light in the 1970s and has continued to be a topic of much discussion ever since. In started in the 1970s when the Action for Children's Television petitioned the Federal Communications Commission (FCC) to eliminate all commercials from children's TV programs. Then in January 1973, the major networks agreed to reduce commercial time in children's weekend programs from 16 minutes an hour to 12 minutes an hour. In 1991, the Better Business Bureau estimated that children in the U.S. watch an average of 3.5 hours of television every day, and the average …

A Comparison Of Print Advertisements To Corresponding Web Sites: Are Marketers On Target, Sarah Jo Sautter

Honors Theses

Technological advances constantly make lives easier and information more accessible. Marketers seek the best ways to communicate with their prospects. This means keeping pace with technology, and being a pioneer in the industry. The Internet is one communication medium growing in popularity among marketers. As a new advertising medium, companies rush to beat their competitors, and many others follow. As a result, Web addresses are found in traditional media like television, radio and especially print.

The Value Of Subliminal Advertising To The Modern Marketer, Bruce Peckover

Honors Theses

This paper provides an evaluation of the arguments and evidence advanced supporting and denying the effectiveness of various subliminal techniques used in advertising. These practices supposedly influence consumer behavior by subconsciously altering attitudes or preferences toward products. While researchers offer some marginal evidence of subliminal stimuli influencing like/dislike reactions, the marketing relevance of the evidence remains to be documented. This investigation examines the history, use, legality, and value of subliminal advertising to the marketer. A thorough discussion of each of these points is made with reference to documented sources. The intent of this paper is not to deny the existence …

Television Advertising And Children, Vince Delange

Honors Theses

Thesis begins by examining the learning and cognitive processes and development of children, followed by a history of advertising to children, then explores the traditional concerns with advertising to children. The author discusses research findings and makes recommendations regarding advertising to children.