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 …

Image And Perception Of The Top Five American Tourist Cities As Represented By Snow Globes, Caitlin Malloy

Architecture Undergraduate Honors Theses

This thesis investigates the connection between popular culture’s perception of place and the physical augmentation of reality. Focusing on the top five tourist cities in America, this disparateness is observed through the lens of a souvenir: the snow globe.

The presentation of the work is broken into two parts: the written portion and the book of diagrams. A total of 45 snow globes (9 for each of the 5 cities) were selected for the study, each carefully analyzed for content to include monuments, colors, text, dimensions, realism, and layout. This resulted in a series of diagrams which graphically express the …

Now Presenting: Uri Theatre, Allyson Schiller

Senior Honors Projects

Honors Project Abstract

In my years as a theatre student and practitioner, I have learned that the most creative people aren’t necessarily found center stage. For every actor taking a bow, there are numerous support staff who created the production that will bring actors acclaim. Without an audience, the work of these artists will remain unseen and unappreciated. Therefore, those who promote the performances are certainly an integral part of the theatrical process. Often referred to as “show business”, the ticket sales and revenue are essential to the health and well being of any theatrical organization. URI Theatre, like any …

Gospel With A Groove:
A Historical Perspective On The Marketing Strategies Of Contemporary Christian Music In Relation To Its Evangelistic Purpose With Recommendations For Future Outreach, Autumn E. Gillen

Selected Honors Theses

Contemporary Christian Music (CCM) is an effective tool for the evangelism of Christianity. With its origins dating back to the late 1960s, CCM resembles musical styles of popular-secular culture while retaining fundamental Christian values in lyrical content. This historical perspective of CCM marketing strategies, CCM music television, CCM and secular music, arts worlds within CCM, and the science of storytelling in CCM aims to provide readers with the context and understanding of the significant role that CCM plays in modern-day evangelism. This thesis will present CCM as an integrational religious style of music, meaning that it targets both Christian and …

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 …

Gender Inequality In Sport Illustrated Advertisements, Elizabeth Kelly

Student Scholar Showcase

As sports have increased over the years, so has the media coverage and representation of teams and athletes. Women’s athletics drastically grew after the establishment of Title IX in 1972. As the participation of females in sport grew, so did the coverage of them. This study analyzes athletes modeled in advertisements of Sports Illustrated from 2010 – 2016. With a total of 497 advertisements analyzed, the improvement of female representation was evident. The number of female athletes featured in media outlets has increased, yet is still not equal to male athletes. While female athletes are featured more than previous years, …

Building A Brand For A New Generation, Joel Schlaudt

Senior Honors Theses

In a segment of the market as highly competitive as is the coffee industry, it can be difficult to forge a new brand strong enough to stand on its own and unique enough to stand above the competition. However, by choosing the millennial generation as a target audience and strategically constructing a creative strategy to reach them on an emotional level, a brand concept emerges with the ability to connect with consumers in a new way, transforming a daily necessity into an emotional experience unlike that offered by any other competitor. A Harry Potter-inspired brand built upon a delivery …

Design Technology

SIGNED: The Magazine of The Hong Kong Design Institute

These days, everyone can design, even on their mobile phones, thanks to innovative apps that allow consumers to use handy tools, broadcast their opinions and, more importantly, make purchases online. These technological advances may be assisting all design thinkers but are they changing the design landscape too radically at the same time? What does the future hold in the global design industry and is the new landscape a win, a loss or an own goal for designers?

Defining Your Online Presence For The Arts Professional: Facebook, Twitter And Instagram, Lauren Puzier

University Libraries Faculty Scholarship

A discussion of the costs and benefits of using social media and online tools to boost your professional profile, and tips on how to tailor your experience. This presentation focuses on how artists, art educators, museum professionals and other art world are using Twitter, Facebook and Instagram to manage their online image and business.

Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry

Atlantic Marketing Journal

This paper represents a case study of how to use historic events/artifacts in public relations and sales. It recounts how the Louisville & Nashville Railroad participated in the United States Civil War centennial celebrations by restoring a locomotive, the General, that was made famous in a daring raid conducted in that war. Using primary and secondary documents mainly from corporate archives including notes, operations manuals, public relations logs, measurements, corporate publications and oral history, the paper outlines the General’s iconic history, the purposes for its 1960s restoration to operation for the Civil War centennial, and the overarching marketing strategy behind …

Ua1f Wku Spirit & Symbols, Wku Archives

WKU Administration Documents

Bibliography of sources related to WKU Spirit, symbols, mascots, logos and school colors.

Theatre Marketing: Using Websites To Attract Young Target Audience, Mirna Leko Šimić, Dr. Antun Biloš

Irish Business Journal

Classic theatres worldwide are faced with the trend of aging of loyal audiences and general decrease of the audience size. It indicates that attracting young audiences to classic theatre is the key issue of its existence. Since the quality of communication is one of the major elements of marketing efficiency, the aim of this research is to identify Croatian classic theatre website characteristics and usability elements which are connected with website experience of young target audiences. Altogether 7 Croatian national theatres and three commercial theatres’ official websites were tested. The in-depth analysis of websites of sample theatres implies that website …

Gender Matters: Perceptions Of Corporate Leadership, Kylie A. Braegelmann

Electronic Theses and Dissertations

Women remain conspicuously underrepresented at the highest levels of corporate management; thus, it seems, gender matters. Gender bias in financial markets would imply an inefficient market, which necessarily constrains economic performance and social welfare more generally. To measure gender bias, I examine the cumulative abnormal returns around CEO announcements from 1992 through 2016 using a modified event study methodology. Existing event studies in this field are inconclusive as to whether or not such a bias exists. Therefore, this research contributes to the literature by extending the data, using a larger event window, and studying bias over time and firm size. …

Integrated Marketing Communication As Epideictic Rhetoric And Its Implications For Ethical Branding, Tricia Mcfadden

Electronic Theses and Dissertations

Traced to ancient scholarship, rhetoric, and the philosophy of communication and through interpretive perspectives, rhetoric, narrative and ethics have been established grounding of communication and social structures. IMC has emerged as a contemporary genre of epideictic rhetoric with ethical obligations to our postmodern polis. Through the redefining of the branding metaphor within an ethical, grounded and narrative framework, the focus on ethos and connection to the audience through Schrag’s “fitting response” may combat the previous challenges of narrative and marketing and its deconstructive effects. IMC as communicative praxis engages branding discourse in action with texture as the bonding agent between …

A Fresh Take: Rebranding La Catalia, Diana Alessandra Alvites Vasquez

Whittier Scholars Program

Abstract (English)

This project involves the rebranding of La Catalía, a small, Lima, Peru-based dark kitchen bakery Started during the COVID-19 pandemic in an Instagram launch, La Catalía gained good traction in terms of a customer base but had an incoherent brand identity that reflected the high-quality and artisanal nature of its desserts.

As a result of the project, a holistic rebranding strategy encompassing a new visual identity, a new system of logos, a bespoke icon system, packaging, and a digital content plan for Instagram and TikTok was developed. The objective was to upscale the brand's presence while keeping its …

Ways Of Depicting: The Presentation Of One's Self As A Brand, Lelia Green, Richard Morrison, Andrew Ewing, Cathy Henkel

Research outputs 2014 to 2021

The research question animating this article is: 'How does an individual creative worker re-present themselves as a contemporary - and evolving - brand?' Berger notes that the "principal aim has been to start a process of questioning" (5), and the raw material energising this exploration is the life's work of Richard Morrison, the creative director and artist who is the key moving force behind The Morrison Studio collective of designers, film makers and visual effects artists, working globally but based in London. The challenge of maintaining currency in this visually creative marketplace includes seeing what is unique about your potential …

A Parish Guide To The Use Of Creative Problem Solving In Marketing Plan Development, Patricia H. Meyer

Creativity and Change Leadership Graduate Student Master's Projects

The purpose of this project is to show how Creative Problem Solving can be introduced into the development of a marketing plan for a church parish. Background as to the need for a marketing plan and the advantages of using Creative Problem Solving techniques will be discussed, as well as some of the theology which might underlie the process undertaken by a marketing committee. Particular attention will be given to the context of the Catholic Church and theology, as that is my personal background and training. A sample process guide will be included to provide a parish with a model …

Gunther, L. W., B. 1822? (Sc 3075), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "Additional Files" below) for Manuscripts Small Collection 3075. Letter, 12 March 1848, of L. W. Gunther, Cadiz, Kentucky, to Charles H. Blake, Blandville, Kentucky. He refers to Blake taking delivery of goods from the steamboat Tennessee, reports correspondence from England and France concerning their stave business, and discusses the specifications for the English customer. He also makes reference to a “shipbuilding enterprise.”

The Influence Of Consumer Freeloading Behavior On An Observer's And Perpetrator's Affective Commitment, Mohamad A. Darrat

Doctoral Dissertations

The dissertation explores the relationship between customer affective commitment and freeloading behavior. Consumer freeloading results when a consumer takes advantage of a system or market procedures in a way that allows him or her to obtain benefits from a value proposition with no or reduced monetary costs. Thus, the freeloading consumer works the value equation in his/her favor at the expense of the marketer and/or other consumers. In addition to examining the point of view of the consumer performing the unethical behavior, the dissertation also examines the impact of such behavior on a third party observer. How do loyal consumers …

Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr

Journal of Applied Packaging Research

Purpose – The aim of this research is to explore the benefits of a customer based approach on food packaging design. A case study of a small production honey brand is used.

Design/methodology/approach – For the design process, a survey that involved visual elements was conducted as an online questionnaire. The final size of the sample consists of 285 questionnaires.

Findings – The research findings indicate that packaging is a great influencer for consumers and the synergy of consumers with companies can be a catalyst for the product design process resulting in package designs, which engage potential customers and drive …

Revitalizing Classical Music Interest And Concert Attendance: Why Today's Youth Are Deterred From Classical Music And Why Symphony Orchestras And Businesses Need To Get Involved, Caroline M. Clouse

Senior Honors Projects, 2010-2019

This paper seeks to explore the divide between classical music institutions and the youth of today. Interest in classical music is on a steady decline among Millennials and this paper provides a discourse on some of the prevailing reasonings behind the deterrents to classical music concert attendance. German studies concerning the current state of classical music and it's standing among youth that previously have never been translated are described within, so that this important information may be disseminated. Lastly, there is a discussion on the importance of innovative marketing techniques and concert offerings as well as how and why today's …

The Wishing Well: A Children's Ballet (A Composer's Perspective), Lydia Dempsey

Honors Projects

As a composer, I am passionate about introducing audiences to contemporary classical music. I chose to compose a twenty-five-minute children's ballet titled The Wishing Well based on the fairytale Diamonds and Toads. It premiered on April 2, 2016 at the Bowling Green Performing Arts Center in collaboration with choreographer Sophia Schmitz and conductor Robert Ragoonanan. Other elements of the project included set design, costuming, lighting, audio and video recording, and marketing. The mission was to provide the local community with a free arts event, introduce young audiences to music and ballet, enrich people’s lives through music and dance, provide …

Have Traditional Auction Houses Been Affected By Online Ones?: The Case Of Phillips And Paddle8, Heejae Chung

MA Projects

There is always a strong demand for high quality art and collectibles. With the analysis of the case study and the interviews with experts from different auction houses, this paper will show whether the traditional auction markets have been affected by online ones.

Phillips is taking a strong hold over the middle market. In particular, Phillips’ Contemporary art department is known for focusing on younger artists, which represents lower prices than other areas. To compare in a fair way in terms of price and genre of artworks, Phillips’ Contemporary Art Day Sales in New York from 2006 to 2016 will …

Business Plan - Art Marketing, Michelle Yu

MA Projects

Michianna & Co. is an art marketing company focusing on promoting Chinese contemporary artists in the Western art market (mainly New York).

Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle

Honors Undergraduate Theses

Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …

Personas: A Strategy For More Inclusive And Usable Reproductive Health Tracking Technologies, Anna R. Paul

Dissertations, Master's Theses and Master's Reports

In this report, I argue for the inclusion of personas in the development process of technologies that are designed to allow users to collect and track their health information. Personas provide a profile of a user and their needs, goals, and contexts. This tool can help designers to better understand their users, in order to create better, more usable end products. I examine one particular self-tracking technology, smartphone applications that allow users to record information about their menstrual cycles. Many of the most popular period tracking applications available today only meet the needs of a narrow user group, resulting in …

Reshaping The Event Horizon‑ Marketing Utopia At Music Festivals, Justin D. Joffe

Capstones

Imagine a world where every leisure activity is tracked, recorded, and then analyzed as market research according to your age and gender demographic. Imagine the next phase after smartphone payments, when a chip linking your finances isn’t in your phone, but on your wrist. Imagine a vast field of fellow fun-­‐seekers, eating, drinking and dancing in hedonistic, chemically enhanced utopia. Such a scene certainly requires some open-­‐ mindedness and improvisation, sure, a willingness to submit oneself to a vulnerable environment of whimsy. Now imagine being subtly exposed to advertisements in such a mindset. It’s no Orwellian controlled dystopia, really. You’ve …

The Dove® Campaign For Real Beauty: What’S Next For Inclusivity?, Kelly Indermill

Journalism

This study analyzes the Dove Campaign for Real Beauty, examining the brand’s overall implementation of the campaign, as well as its successes and failures. More than ten years after the launch of Dove’s first campaign, the advertising world has greatly evolved. In an ever-changing media world, Dove took the first step towards an attempt at an all-inclusive advertising campaign. This study examines the degree to which Dove’s innovative campaign set the bar for future advertisements. It demonstrates the importance of corporate social responsibility, brand management, inclusivity and the two-way symmetrical communication model.

Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell

Senior Honors Theses

Cultivate Magazine’s purpose is to inspire and educate creative women in their business ventures. Furthermore, Cultivate serves as a catalyst for our readers’ business by featuring insightful interviews from other creative women and practical advice on how to run a successful creative business. In short, Cultivate’s target market is female creative business owners with occupations such as photographers, designers, writers, entrepreneurs, artists, and bloggers.

Garvin, David Berry, 1943-2014 (Mss 547), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Collection 547. Limited correspondence, calendars, photos, news clippings, and reports that document the life of Warren County, Kentucky, businessman David Berry Garvin. Includes information about Beech Bench Park, Camping World, Sugar Maple Square and an unrealized land development project near Franklin, Kentucky. Includes several memorial books from Garvin’s funeral

as well as a large number of sympathy cards.