Speech Proposal

As a student who lives in one of the dormitories on the west side of campus I often eat in the Hillcrest Marketplace.  When eating in the Burge Marketplace I have noticed that one section has televisions.  The goal of my speech is to convince the audience that TVs should be placed in the Hillcrest Marketplace for west side students.

I will convince the audience of this through a logical argument.
Logos: I will examine the University of Iowa budget and the specifically the Hillcrest Dorm budget and show that it is possible to afford two TVs for the marketplace.
Pathos:I will focus on why the Tv's would improve the Hillcrest cafeteria.
Solution:I will provide a solution of how students could help to get Tv's into Hillcrest by speaking with the Hillcrest Association (In charge of operations at Hillcrest.)

My rationale behind choosing this topic is that it is a place that I go to eat every day and a place that many of my class mates also eat every day and would agree in me in that the Tv's would be beneficial to them and to all of those that use the Hillcrest marketplace.

I have already found several websites on the money at the University of Iowa and the money put towards dorms.  I also aim to speak to my RA and to people at Hillcrest to get an idea of their yearly spending. For my visual aid I plan to take pictures of the Hillcrest marketplace to illustrate for the audience where I envision their being Televisions.

Mandatory draft 2

Joseph DeSio

Prof. Paudel

Rhetoric

5 November 2015

Effective Advertising for Young College Students

Abstract

For years large and small businesses have tried to answer the question; what is the most successful way to advertise to the Millennial market?  There have been many studies taken many different ways to answer this question. Few studies, however, have been done to research which advertisements work best on a group of newly independent Millennials with disposable incomes, college freshman.  This study examines the purchase habits of twenty college freshman attending the University of Iowa, a school that recently welcomed the largest freshman class in its history. The results indicate that even though they belong to the most technological generation freshman still buy many products from advertisements they see on TV or in the store, and even though online marketing is considered a primary way to advertise to young people it has several limitations.

Introduction

Companies will stop at nothing to advertise to young adults.  From internet radio ads geared towards buying online textbooks to companies now buying ad space on virtual bill boards in video games (Yang, Roskos-Ewoldsen, Dinu, Apran, 2006.) A large percentage of college students that now have newly found spending independence with little parental influence over the products they buy.  An important question for marketing companies is; what the best way to advertise to the highly influential college freshmen market? The benefits of this study would be for companies local, nationwide, and online to gain the business of young adults through advertising therefore increasing the chance that they will have return business with them in the future. Only dealing with physical products or online services this study aims to find which form of advertising is most successful in marketing towards freshmen, where freshmen purchase from, and how those two correlate to the price that freshman are willing to pay for products.

Methods

Participants: Twenty college freshman at the University of Iowa.  All living in the dorms away from parents, guardians, and home life.

Procedure: Data was collected anonymously from surveymonkey.com.  The first question asked, “What was the last product (excluding food or drink) that you bought directly because of an advertisement you saw?” The second question, “Did you have knowledge of the product before the ad?” The third, “On what media did you see the ad (social media, internet radio, in store advertisement, flyer, or website)?” The third question “Was the price of the product low (below 20), middle (between 20 and 100), or high (over 100 dollars)?” And finally, “where was the product purchased (physically in the store or purchased online)?”

Results:

Figure 1

Figure 1 shows where the ad was seen that motivated the participant in the survey to buy the product.  One aspect of figure one that was surprising was that the most common type of media was Television; despite the fact that Americans age 18-24 are now watching TV less than ever (MarketingCharts 2015.) The second most popular ad medium the motivated the freshman was in store advertisement.  In store advertisement being second most popular suggests that perhaps college freshman aren’t motivated to make a trip to their dorm rooms to the store, but if they already happen to be in the store will purchase a product they see being prominently displayed. The next three most popular are all online mediums suggesting that seeing products online often does not motivate freshmen to buy goods. Figure one points to online advertisements being unsuccessful in marketing to freshmen in figure two the study will look for a correlation between ads scene online and where the product was bought.

Figure 2:

Figure 2 shows the relationship between where the participants see the ad and where the participants purchase the product.  The most common route is ads seen offline (Television, in-store advertisement) and purchased off line as well a physical product bought either at a local or national store. Figure two shows that half of the products purchased were purchased online.  Of the products purchased online a majority of them were seen advertised online.  Non of the participants claimed to buying a physical product in stores that they saw advertised online. Figure two seems to point that non-online advertisements are affective for buying goods physically and online while online advertisements are not as affective in motivating freshmen consumers in buying physical goods in-store.

Discussion:

            This study aimed to find what form of advertising is most successful when advertising to young college students.  Throughout my survey despite popular belief that younger generation is adopting new technology to purchase goods the more traditional advertisements were the most popular for this group of participants. A possible issue in conducting the survey was that it only asked participants the last item that they bought because of an advertisement.  It could be that a participant in the survey is a frequent online shopper but just happened to be motivated a week before to drive to target to buy a t-shirt that he/she saw advertised on TV.

            The implications of this survey are good news for local or small business with little to no online presence in college towns.  If a local business is able to gain ad space on TV or simply use effective store front or in store advertisements, they may be successful in gaining the business of college freshmen.  This survey also points to companies should not advertise online if they do not offer goods that can be purchased online they will not likely be able to motivate younger college students to come to their store.  A more in depth and advanced survey would be more effective in finding the most successful ways to advertise to college freshmen, perhaps, if the experiment was done over along period of time or even two semesters tracking freshmen purchasing habits.

Works Citied

Are Young People Watching Less TV? (Updated Q2 2015 Data). MarketingCharts. (2015,      September 29). Retrieved November 4, 2015.

Yang, M., Roskos-Ewoldsen, D., Dinu, L., & Arpan, L. (2006). The Effectiveness of "in-Game"          Advertising: Comparing College Students' Explicit and Implicit Memory for Brand            Names. Journal of Advertising, 35(4), 143-152

Abstract

Seen off Bought off	Seen off Bought on	Seen on Bought on	Seen on Bought off
10	4	6	0

Facebook	Internet radio	In store advertisement	TV	Website
3	1	5	9	2

Winning Revision Paper

Introduction

A major issue for college students is how to be involved on campus and still keep up with studies. Students are involved in many activities in addition to classwork. According to College Parent Central, “Being involved in the things happening at the college can bring tremendous benefit to a college student.  However, as with so many things during these college years, it is important that your student find balance” (College 1). But how do they do so much and still be successful? I asked students several questions giving me an idea of how this is possible.

Most students were involved in activities in high school. Once they transition to college, many opportunities came to their attention. The study portrays different opportunities that they take part in, but also shows how they have continued to stay dedicated to their studies. Time management determines the success of a student. This study shows how college students have tackled this task.