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Barrett, The Honors College Thesis/Creative Project Collection


Barrett, the Honors College accepts high performing, academically engaged students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project, supervised and defended in front of a faculty committee. The thesis or creative project allows students to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is a student’s opportunity to explore areas of academic interest with greater intensity than is possible in a single course. It is also an opportunity to engage with professors, nationally recognized in their fields and specifically interested and committed to working with honors students. This work provides tangible evidence of a student’s research, writing and creative skills to graduate schools and/or prospective employers.


Date Range
2013 2018


Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns that have successfully reached Generation Y, and the application of these findings to an advertising campaign with additional marketing mix elements for Bose headphones. Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of ...

Contributors
Oechsner, Meredith Leigh, Montoya, Detra, Ostrom, Amy, et al.
Created Date
2014-05

An in-depth analysis of Homeview Realty and Homeview Financial was conducted. A marketing plan for both companies was prepared for this project. Homeview Realty and Homeview Financial are in the midst of dynamic industries. The landscape of doing business in the real estate and mortgage industries are constantly changing and evolving. Thus, it is vital for Homeview Realty and Homeview Financial to constantly be knowledgeable in these fields. With this dynamic aspect, the landscape for marketing has also changed; it became digital in nature. Thus, it is important to analyze Homeview Realty and Homeview Financial currently and create a live ...

Contributors
Crowley, Rachel Victoria, Ostrom, Lonnie, Montoya, Detra, et al.
Created Date
2014-05

As firms increase the number of channels that they operate and distribute their products and services on, they run into new challenges with branding. One sub-industry where many firms have used multi-channel branding is the specialty apparel segment of retail. Many firms of this kind are using a four-channel approach with physical stores, brand websites, social media pages, and direct mail catalogs to market their products. Yet, there are few specialty apparel retailers that do this well across all four channels. A particular technique used to market products in this way is visual merchandising. Visual merchandising for apparel products pieces ...

Contributors
Taylor, Allyson Nicole, Montoya, Detra, Gray, Nancy, et al.
Created Date
2017-05

The consumer decision making process is becoming less complicated, as consumers are turning more and more to social media and peers for reviews and suggestions of new products to purchase. Changes in purchasing trends, along with other external factors, have created a perfect environment for influencer marketing to become more effective for brands than traditional marketing strategies (including television, print, email and radio advertising)—by reaching the right target market with easier ways to track conversion rates and other returns on investment. This thesis looks at the factors that go in to influencer marketing, including why brands utilize this strategy—in terms ...

Contributors
Oakes, Katherine Danielle, Montoya, Detra, Giles, Bret, et al.
Created Date
2018-05

The aim of this thesis project was to conduct a brand analysis for a local juice company, Kaleidoscope Juice. Through this brand analysis, Kaleidoscope’s current branding and marketing strategies were assessed as well as their narrow positioning strategy within the juicing industry. As such, the primary focus of the research and field work was Kaleidoscope’s positioning, and how expanding their current target customer group would be advantageous for the brand both financially and operationally. Both primary and secondary sources were utilized to help identify key factors and pricing in the juicing industry as well as the competitive marketplace. Additionally, an ...

Contributors
Tremel, Sarah Anne, Montoya, Detra, Samper, Adriana, et al.
Created Date
2014-05

This honors thesis study aimed to gain a better understanding of millennials and how to effectively use interactive marketing to advertise to this generation. The thesis was broken up into three segments. The first segment includes a literature review on: identifying and comparing within the millennial generation, millennials impacts on marketing, and an introduction to interactive marketing. The second segment covered the methodology study including the application of the research findings to analyze the effectiveness of interactive marketing and the shift brands have made to reach millennials. Lastly, the final section covered an overall conclusion and recommendations. This paper first ...

Contributors
Ramsey, Victoria Rebecca, Eaton, Kathryn, Montoya, Detra, et al.
Created Date
2017-05

The millennial generation is quickly solidifying its place as the dominate generation within the workforce. As millennials transition through workplace hierarchy it is essential organizations understand how to properly develop incoming talent. This is especially important within sales as the opportunity cost for hiring and developing new sales professionals is much higher compared to other professions. Downward trends in millennial retention rates is also a strong contributing factor to the importance of understanding the millennial generation. This paper aims to identify key concepts and elements employers should incorporate into their sales training programs in order to better develop millennials entering ...

Contributors
Stensland, Zachary William, Montoya, Detra, Schlacter, John, et al.
Created Date
2017-05

Abstract My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement. Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; ...

Contributors
Bosmeny, Mackenzie Lauren, Ostrom, Amy, Montoya, Detra, et al.
Created Date
2017-05

Arizona State University has prided itself on the mission to become a global leader in innovation, sustainability, and inclusion for students of all backgrounds. To provide the most meaningful experiences and promote student growth both personally and professionally, the university offers over 800 students organizations for involvement and leadership on campus. With a heavy reliance on paper and print materials, large-scale engagement events such as Passport to ASU and Panhellenic Formal Recruitment have become wasteful and inefficient, straying from the goals established by university president, Michael M. Crow. The processes involved within these two events are outdated and limit accessibility ...

Contributors
Fitzgerald, Paige Elizabeth, Montoya, Detra, Giles, Bret, et al.
Created Date
2018-05

The Athleta Esprit de She is a national women’s racing series owned and produced by Life Time Athletic Events, a branch of the company Life Time Fitness. Esprit de She (EDS) has fourteen events per year in areas ranging from Minneapolis, MN to San Diego, CA. These events include 5K/10K runs, triathlons, duathlons, and cycle tours. The purpose of this study was to determine recommendations for the brand from both a marketing and event production standpoint. Through the use of a survey, the research team received participant feedback regarding the events. Once receiving participant survey responses, the research team used ...

Contributors
Flanagan, Kelly Lynn, Hultsman, Wendy, Montoya, Detra, et al.
Created Date
2015-05