Browsing by Subject "Generation Y"
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Item Advertising in the X Games: An attempt to reach Generation Y(2005-05) Grady, Brandy D.; Moretti, Anthony; Smucker, Michael; Chambers, ToddOver the past few years, there has been an increase in media coverage and public interest in action sports. ESPN created the X Games for the purpose of profit and entertainment in the form of sponsorship endorsements. Members of Generation Y, those born between 1979 and 1994, consists of 58 million extreme sports enthusiasts and are the action sports market target audience. Social identity theory was used in this study as an approach to understanding ways to generate consumer involvement in advertisements by producing commercials that identify and make salient certain identities. Commercials aired during ESPN’s Winter X Games IX were viewed and analyzed to find the occurrence of certain social identity themes that correspond with characteristics of members of Generation Y who are interested in action sports. The content analysis supported the assumption that members of Generation Y, who are interested in action sports, could socially identify with certain characteristics featured in advertisements presented during this program.Item Advertising in the X Games: an attempt to reach Generation Y(Texas Tech University, 2005-05) Grady, Brandy D.; Moretti, Anthony; Smucker, Michael; Chambers, ToddOver the past few years, there has been an increase in media coverage and public interest in action sports. ESPN created the X Games for the purpose of profit and entertainment in the form of sponsorship endorsements. Members of Generation Y, those born between 1979 and 1994, consists of 58 million extreme sports enthusiasts and are the action sports market target audience. Social identity theory was used in this study as an approach to understanding ways to generate consumer involvement in advertisements by producing commercials that identify and make salient certain identities. Commercials aired during ESPN’s Winter X Games IX were viewed and analyzed to find the occurrence of certain social identity themes that correspond with characteristics of members of Generation Y who are interested in action sports. The content analysis supported the assumption that members of Generation Y, who are interested in action sports, could socially identify with certain characteristics featured in advertisements presented during this program.Item Are small efficiency dwelling units the next wave for urban dwellers in Austin's infill development? : Exploring the development feasibility for small efficiency dwelling units in Austin's TODs(2012-12) Galindo Gimon, Andres Ignacio 1979-; Kahn, Terry D.The following report details research and analysis in order to assess the background market and market-based feasibility of the development of efficiency apartment units in the central Austin Area. It explores the potential and opportunities of reducing the size of apartments and promoting efficiency apartment unit development as a strategy to improve housing affordability for the Generation Y (Gen Y) population while taking advantage of urban redevelopment investments near Austin’s main TODs. The body of this study will discuss: (1) Generation Y and its impact on Austin’s housing market; (2) concepts and facts related to housing affordability; (3) strategies used by the city of Austin to promote infill development and existing transit oriented development sites; and (4) an overview of key housing development strategies and the real estate development process, including market analysis and absorption forecast under current housing market conditions. The study evaluates the implications of a significant demand for less expensive and smaller alternative housing products for a growing population group near downtown Austin. This report may contributes to the policy discussion about different approaches to housing affordability and offers an assessment guide for new housing development opportunities for a diverse range of city residents.Item Best practices in digital branded content for Generation Y : developing effective campaigns in the new era of advertising(2012-12) Harp, Elizabeth Ann; Close, Angeline; Stout, Patricia AThe purpose of this document is to help marketing managers develop a deeper understanding of digital branded content and how it can be effectively targeted at Generation Y (i.e. consumers born between 1977 and 1994). Currently, the information available on digital branded content is scattered across a variety of sources, hence the need to aggregate key insights into digital branded content in one place. This document seeks to give marketing managers who are new to digital branded content an introductory look into this new form of advertising. Generation Y’s anticipated increase in purchasing power makes them an important target market for brands. Due to Generation Y’s constant use of technology, marketing managers must know how to target digital branded content at Generation Y. This document will define digital branded content and discuss its importance in the marketing mix, talk about Generation Y and their consumption patterns, highlight best practices in digital branded content as exhibited by several different organizations, and, finally, give several major recommendations for marketing managers who are interested in producing digital branded content for Generation Y.Item Changing lexicons : a study of young adult programming at the Denver Art Museum(2013-08) Frazier, Jessica Brianna; Mayer, Melinda M.; Bolin, Paul EA decrease in arts participation among Generation Y young adults demonstrates a need for museum educators to increase programming efforts with this audience. By reaching out to young adults, educators can secure museums’ relevance in society while inspiring lifelong learning in what will be America’s largest generation. Moreover, due to their learning preferences young adults present an opportunity for educators to investigate participatory and digital engagement programming. This explanatory case study draws from current research on Generation Y and recent trends in museum programming particularly related to the young adult audience. It explores the approach of educators at the Denver Art Museum (DAM) to developing young adult programs. I conducted interviews with DAM staff members and program evaluators and examined multiple documents related to the development of these programs. Based on my data, I identified five key features of the Denver Art Museum’s approach and assessed their suitability for transferring to other museums.Item Generation Y : a new generation of learning(2013-05) Wallace, Elizabeth Marie; Svinicki, Marilla D., 1946-In this paper the so-called Generation Y and its impact on education and counseling is examined. The shared experiences of this group of individuals are identified, which contribute to the defining characteristics of this generation. The implications of these characteristics for the learning styles of Gen Yers are discussed. Recent research has shown that Gen Y differs from previous generations in several ways. Most importantly, Gen Y students have developed a different brain structure, which processes and uses information in a way that is radically different from previous generations (Abram, 2007; Black, 2010; Doidge, 2008; Prensky, 2001a,b,c; & Oblinger, 2003). In this paper the inevitable consequences suffered when schools do not specifically address Gen Y’s unique learning styles are explored and outlined. Further, ways in which school counselors and student advocates can address the needs of these students to give them all of the skills they need to succeed in school are examined.Item Generation Y’s perceptions of sustainable brand extensions of fast fashion retailers(2011-08) Hill, Jessica Taylor; Lee, Hyun-Hwa; Krifa, MouradFast fashion retailers bring apparel products to market much more quickly than in traditional apparel retailing. Fast fashion retailers are able to respond quickly to both fashion trends and consumer demand. Yet the emphasis on speed has quickened the consumption of fast fashion apparel products, which are produced with low quality and thus have short product lifespans. Critics of fast fashion cite these negatives, combined with chemicals, water and energy used in production, among other issues, as detrimental to the environment. However, some fast fashion retailers have implemented sustainable options into their product offerings. This study analyzes consumers’ perceptions of a sustainable brand extension introduced by a fast fashion retailer. The research is divided into two studies. First, an exploratory study was conducted to assess consumer knowledge of sustainability and fast fashion and to uncover potential factors for the model of the second study. Findings show a low level of knowledge of the holistic principle of sustainability and specific adverse effects of the apparel industry and of the concept of fast fashion. Despite some skepticism, participants feel steps must be taken towards sustainability and that every effort helps. The second part of the research tested consumer perceptions of a potential sustainable line extension introduced by a specific fast fashion retailer. Following brand extension theory, study two tests the influence of brand knowledge and affect on both the perceptions of brand-cause fit and brand-extension fit and the influence of cause knowledge and involvement on the perceptions of fit between brand and cause. The influence of brand-extension fit and brand-cause fit on attitude toward the extension was also analyzed. An online self-administrated survey using the written scenario approach resulted in 598 responses. Findings show the influence of brand knowledge and affect on brand-extension fit and brand-cause fit and cause knowledge and involvement on cause-brand fit. Implications for retailers include leveraging consumers’ past knowledge and affect of the brand through marketing of the sustainable product. Overall the study shows that consumers do view sustainable products as fitting with fast fashion retailers, based on their previous knowledge and affect of the brand and cause.Item Managing Generation Y in a multigenerational workplace(2010-08) Ricks, Ryan Summers; Lewis, Kyle, 1961-; McCann, BruceThe Baby Boomers are retiring and Generation X isn’t large enough to compensate for the lack of manpower in the workforce. Generation Y will fill the manpower void and employers will need to effectively attract, retain and manage them to stay successful in the future. Many Generation Y employees are quitting in the first year and managers are finding it more difficult to retain them. This thesis offers discussion and analysis of common problems associated with managing Generation Y employees and gives solutions and strategies to create a better work environment.Item Millennial consumers’ perceptions of corporate social responsibility(2012-05) Smith, Shelly; Fowler, Deborah C.; Kim, JungsunThe purpose of this study was to measure consumer response to Corporate Social Responsibility (CSR). In recent years the adoption of CSR has become popularized by many companies, however little academic or industry related data has been collected to determine the relationship between consumer perception of CSR with purchasing and patronage. For this study, the well-known companies of Walmart, Starbucks, and Marriott web-sites were chosen, as these companies are geo-graphically diverse recognizable consumer brands which all have well-developed and award winning Corporate Social Responsibility programs. The sample sought in this study was the web-site surfing college-aged-members of Generation Y, a rapidly growing group of consumers whose purchasing power will play a role in the future direction of companies (i.e., online retailing, online marketing). The primary data sought in this study was the subconscious response of Generation Y when presented a web-site inspired PowerPoint containing the Corporate Social Responsibility initiatives of all three companies. As purchasing of goods is often a subconscious response and relies more on emotion rather than reasoning, obtaining subconscious data is crucial to understanding the minds of consumers. In order to test consumers’ subconscious responses, the neuroimaging instrument of Electroencephalography (EEG) was used . The EEG scan was conducted in NeuroImaging Cognition and Engineering Lab of within Texas Tech University. Prior to EEG scanning, a pre-survey was administered online to gather baseline participant responses to each of the companies and gather consumer opinion of each company’s CSR perception. After the EEG, a post survey was given to determine participant retention of the PowerPoint and future purchase intentions. Using the survey instruments described above, this study operates on the test-retest experimental research method and the theoretical framework known as Stimulus-Organism-Response (SOR), which investigated the relationship between web-site stimulus of CSR and the internal emotional perception of consumers evidenced in the outcome or behavioral response. Data collection was gathered for three days in April of 2012 and consisted of a sample size of 6 females and 5 males. From the sample, no definitive results can be drawn from the EEG results. The results, or brain scan readings, were distorted with artifacts, (i.e., outside noise, physiological movement, etc...), so no definitive brain response analysis could link the stimulus to the response. Therefore, a convenience sample of students was gathered and completed the study without the use of EEG equipment. The second sample consisted of 49 participants, 45 female and 4 male. The methodology remained the same from the initial study; however the emotional and subconscious data were unable to be obtained. The most significant results of the study were descriptive statistics relating to whether or not the participants believed each company possessed the socially responsible behaviors. The participant mean responses increased, indicating the perception that after being presented with the CSR stimulus, people’s perception of the company was more favorable.Item Stewarding the next generation of donors : understanding and engaging generation Y(2010-12) Martin, Amy Michelle, 1976-; Osborne, Cynthia Anne, 1969-; Rehnborg, Sarah J.Nonprofit fundraisers tend to neglect Generation Y as a prospective target audience because they do not feel they provide a worthwhile return on investment. In reality, this age group made over $9 billion in charitable gifts in 2009, and most who made gifts expect to maintain their support in the future (Bhagat, Loeb, and Rovner 2010). Though their giving capacity ranks far behind that of the older generations that make up the majority of nonprofit donor rosters today, as the population ages, older donors will eventually vacate that position and it will be filled by younger donors as they mature in age and means. To establish strong foundations for future support within this cohort, it is important to begin building relationships with them sooner rather than later. Because Generation Y communicates and interacts in significantly different ways from their parents' and grandparents' generations, fundraisers must develop new strategies for reaching and engaging this audience to steward them into long-term giving relationships.