Browsing by Issue Date, starting with "2016-10-18"
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- The Lifestyle Project: Business Framework for a travel company that uses experiential learning for personal developmentPublication . Wiwchar, Michael Tory; Freire, JoãoThe following paper is a professional project in which the author outlines the development of a business plan for his travel company. This business proposal is about the creation of a company that puts an emphasis on personal growth through cultural immersion. The world is becoming more interconnected through our access to information and our ability to travel. At the same time, individuals are able to learn about anything from practically anywhere. Regardless of these opportunities, research shows that experiential learning is still a powerful way to acquire skills and that immersive situations provide a fitting context for this to happen. The author is especially interested in lifelong learning and also in people who are interested in learning about other cultures. When combined, travel and personal development can equate to reflective insights about the world and our place in it. Using academic literature, the author will put forward his argument for a viable business plan, in which learning and travel are combined. The paper will discuss the marketing strategies used to propel the business in the right direction as well as a financial plan that showcases its sustainable future.
- Effectiveness of product placement in TV ShowsPublication . Dietrich, Felix; Freire, João Ricardo Martins SilvaThis study represents a field experiment on the effectiveness of product placement in TV Shows. The author investigates whether product placement enhances brand awareness, positive attitude change and increased purchase intention. If this is found to be true, in which way should the product be presented to influence the consumer in the most desirable way? The results in this study show that the hypothesis is true and it is key for marketers to pick the right type of product placement for their brand to increase either brand awareness, positive attitude change and/or increased purchase intention. The results further show that marketers need to examine the target audience of a TV show to determine the right mixture of modality for the product placement. The mixture can consist of prominent, subtle, plot-connected, purely audio or visual or both audio-visual product placements and has to take into consideration multiple psychological processes which are discussed in this study.