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It used to be the go-to place for college students looking to blow off steam, escape winter or just hang out with their friends - Florida was the place to be for spring break. However, it seems parts of Florida are now saying 'thanks but no thanks' to the annual party crowds. Meanwhile, Florida said ‘yes’ to more gambling which may attract more tourists interested in placing bets and vacationing in the state. These topics have received a lot of coverage lately, and there are still outstanding questions and points to consider: What impact will spring break clampdowns and actions have on local businesses? What parts of Florida are poised to benefit the most of expanding gambling tourism? How will these developments affect Florida’s largest employer, the tourism economy? And, what else is changing in Florida’s tourism industry Florida’s tourism industry is one of the largest in the world, and it has a major economic impact for the United States and beyond. If you are a reporter following the tourism industry and how Florida’s is changing - we're here to help. Peter Ricci is the Director of the Hospitality and Tourism Management program in Florida Atlantic University’s College of Business. He is a hospitality industry veteran with more than 20 years of managerial experience in segments including food service, lodging, incentive travel and destination marketing. Peter is available to speak with the media about tourism in Florida and the potential for gambling. Simply click on his icon to arrange an interview.
Taylor Swift workshop helps fill a blank space for economics students
The University of Delaware's Kathyrn Bender developed a concept that professors could only conjure in their wildest dreams: A Taylor Swift-themed workshop that helps college students better understand data analytics through the music of the world's biggest pop star. Bender, assistant professor of economics in UD's Lerner College of Business and Economics, came up with the idea while teaching her Introduction to Microeconomics class in early October when the discussion turned to MetLife Stadium, home of the NFL’s New York Giants and Jets. “I noticed in that class there was a lot of excitement, and I had just about everybody’s attention in there, whether they were interested because of football or because of the Taylor Swift aspect. So I thought that was really cool,” Bender said. Using grant money, Bender quickly jumped on the idea and developed a Swift-themed data visualization workshop series entitled “Data Enchanted: Transforming Numbers into Knowledge.” She held three 90-minute workshops during the fall semester, which ran from late October through early December: “Ready for It,” an introduction to Stata; “You Belong with Me,” building and structuring data for analysis; and “I Knew You Were Trouble,” transforming and cleaning data for analysis. The workshops helped UD students learn to utilize Stata, a statistical software package used for data manipulation, visualization and automated reporting. They were an immediate success, as Bender received over 60 applicants, although she was limited to accepting just 32 due to space limitations. Though students don’t earn credit for completing the workshops, just a certificate, Bender said they help fill some gaps that aren’t covered in classes. “I think they’re kind of expected to learn about it, piecing it together from different classes,” Bender said. “This [workshop series] is a way for students to get introduced to thinking about data, how it’s set up, how you can create good visualizations with it … those basics before you get into the analysis.” Making the workshops Swift-themed helped students pick up concepts more easily in a fun environment. Before jumping into data sets, the students make friendship bracelets to the soundtrack of Swift's music. In one session, they pulled Spotify data and statistics to analyze the popularity of Swift’s songs. “We’ve stuck with Taylor Swift songs and albums so far,“ Bender said. “So all the data sets have been very easy for the students to understand as opposed to something that’s not as familiar for them to think about. They know what a song is, they know what the duration of a song is, those things are all very easy to understand. They’re able to practice these new data skills without having to worry about the content as much.” Due to the workshop’s immediate success, Bender is planning on expanding the program during the spring semester. She aims to hold eight workshops, the initial three and then five more, and hopes to make them available for all UD students (they were available only as an undergraduate program in the fall). Reporters who would like to write about the workshop and interview Bender can contact her directly by simply the contact button on her profile. Or, send an email to UD's media relations team.
It's going to be a busy week in America when it comes to politics. And if you're covering - we have experts who can help with any of your questions or stories. Tom Smith - Professor in the Practice of Finance - Professor Smith is an expert in labor economics, entertainment and healthcare economics, as well as real estate and urban economies. David Schweidel - Professor of Marketing - Professor Schweidel has been closely researching the impact of AI in society, especially elections. He can speak on the impact AI is expected to have in this year’s elections. Professor Schweidel also has extensive work in election marketing. He researched negative campaign advertising and if a negative tone has a positive impact on election results. Ramnath Chellappa - Professor of Information Systems & Operations Management - Professor Chellappa is available to discuss the economics of information security and privacy. He can also discuss the economics and impact of AI. Raymond Hill - Professor Emeritus Hill is available to discuss any issues on the economy related to energy. If you are looking to arrange an interview - simply click any of the listed expert's icons to set up a time today or email Kim Speece for assistance.
Baylor Fashion Forecasting Expert: The Business and Power of Color
2023 Color of the Year Viva Magenta Every December for 20 years, the global color management company Pantone reveals its Color of the Year for the upcoming year. For 2023, Pantone has chosen a color that “vibrates with vim and vigor”: Viva Magenta. More than just a pretty color for fashion, Viva Magenta 18-1750 is the result of years of research into trends in technology, entertainment and fashion. But what does the Color of the Year mean to the average consumer? According to Baylor University fashion forecasting expert Lorynn R. Divita, Ph.D., retailers with this information can offer products that will resonate with their customers. “Color is the most important factor in whether someone is going consider a purchase,” Divita said. However, “Retailers have to get it right.” Pantone collaborated with diverse group of industry leaders such as Motorola, Lenovo, Spoonflower fabrics and Artechouse Studio to ensure they correctly identified emerging consumer tastes by making connections beyond the boundaries of fashion. “Fashion change happens because people demand novelty,” Divita said, “and retailers want to make people happy.” Using color forecasting is a low-risk way for retailers to provide that novelty. Unlike changes in skirt lengths or pant styles, color is a trend available to everyone. “You can choose how you do it. It is through a garment? Is it through an accessory? Color will translate to multiple categories. So, everybody can participate in a way that feels comfortable to them,” Divita said. Color Forecasting is typically a reliable way to predict trends, but it isn’t always sure thing. Consumers won’t purchase something they fundamentally don’t like. To be successful, color forecasters must be mindful of that. Divita points to the words of cultural reporter and author Virginia Postrel on the two criteria needed for a trend to takeoff: “Do I like that?” and “Am I like that?” If the answer to both questions is yes, the trend is more likely take off. If not, retailers will be stuck with warehouses full of unsold merchandise. Pantone began in 1963 as a color matching standard for the printing industry offering uniformity of color throughout the design and manufacturing process. The numbers behind each color are a recipe for creating an exact match. According to the Pantone website, “Pantone’s color language supports all color conscious industries; textiles, apparel, beauty, interiors, architectural and industrial design, encompassing over 10,000 color standards across multiple materials including printing, textiles, plastics, pigments, and coatings.” Using this industry knowledge, the company branched out into color forecasting in 1999 with its first color of the year, Cerulean. Today, the Pantone Color of the Year is an eagerly anticipated announcement for the fashion forward. Only time will tell if Viva Magenta will be embraced or become footnote in pop culture history. Until then, be on the lookout at your favorite stores for the next big thing. If you are looking for the correct Pantone Baylor colors, they are Baylor Green 3435 and University Gold 1235.
Countdown To the Big Game: Dr. Tyrha’s Top Five Super Bowl Commercials for the Past Five Years
Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University's Hankamer School of Business, , is a sought-after media commentator on the brands who win big during the game's commercial breaks. Commercials always are the most anticipated and talked-about aspect of the Super Bowl, but the expanding digital landscape requires advertisers to use more authentic and nuanced strategies to reach consumers. Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University’s Hankamer School of Business, is a sought-after media commentator on the brands who win big during the game’s commercial breaks. How do companies break through the noise and make a lasting impression on viewers? Lindsey-Warren – or Dr. Tyrha, as she is known – says the key is empowered storytelling. As a consumer behavior scholar, Dr. Lindsey-Warren’s research is rooted in narrative transportation theory – in other words, storytelling – that exudes the emotion of empowerment and its impact on consumer attitudes, behaviors, purchase intention and message recall. “There is a growing space for cleverly crafted and positive storytelling that can break through the clutter and competition and get the attention of Millennials, Gen Z and Alpha generations in an authentic and meaningful manner,” Lindsey-Warren said. At the top of every year, Dr. Tyrha always enjoys exposing the juniors and seniors in her advertising class to the joys of storytelling in advertising by way of the Super Bowl commercials. By leveraging the Super Bowl as an “edutaining” entry point for student learning, Dr. Lindsey-Warren finds it to be a fun and wonderful way to bring many advertising lessons to life for her students, including branding, consumer targeting and segmentation, social media campaign analysis, and more. To that end, here are Dr. Tyrha Lindsey-Warren’s top picks for the best Super Bowl commercials over the past five years. COUNTDOWN TO THE SUPER BOWL: DR. TYRHA’S TOP 5 SUPER BOWL COMMERCIALS FOR THE PAST 5 YEARS #5: Company/Brand: AMAZON Title of the commercial: “#BeforeAlexa” (With Ellen Degeneres and Portia de Rossi) Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=PLUwmnPJIGk Ad Agency that produced the commercial: Droga5 Dr. Tyrha’s rationale as to why this ad is so good: In my opinion, this was a wonderfully creative and clever introduction of the Alexa product by Amazon. The nostalgic storytelling in the spot humorously does make you wonder and realize how “did” we all live “before Alexa?” The commercial is multigenerational, incorporates women extremely well, and is so funny! #4. Company/Brand: NFL Title of the commercial: “Bring Down the House!” Year it ran in the Super Bowl: 2022 Link to the commercial: https://www.youtube.com/watch?v=8PhfMtZce1k Ad Agency that produced the commercial: Co-directed by Peter Berg of Film 47 and Arthur Mintz of Swaybox Studios Dr. Tyrha’s rationale as to why this ad is so good: In 2022, the NFL creatively leveraged the power of animation to get our attention with this wonderfully told story with children as the lead Talent and set in a situation that all families can relate to! The spot is so much fun and keeps you guessing as well as laughing with Grandma saving the day in the end. The commercial is multigenerational, multicultural, and incorporates women and girls extremely well. #3. Company/Brand: MOUNTAIN DEW & DORITOS (OWNED BY PEPSICO) Title of the commercial: “Doritos Blaze vs. Mountain Dew Ice” (with Morgan Freeman and Peter Dinklage) Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=C2tyVjEuqcY Ad Agency that produced the commercial: Goodby, Silverstein & Partners Dr. Tyrha’s rationale as to why this ad is so good: The “in your face” storytelling of this commercial – performed exquisitely by acclaimed actors, Peter Dinklage and Morgan Freeman, and accompanied by the perfect voiceover narrators in Rappers Missy Elliot and Busta Rhymes – is so much fun and truly unforgettable! The commercial also cleverly makes you pay attention to the presentation of the products being promoted as well as compels you to wonder as to “when did you last have a Mountain Dew and some Doritos?” This commercial is multicultural, multigenerational, multibodied, and incorporates women well and UBER memorable! #2. Company/Brand: NFL Title of the commercial: “The 100-Year Game” Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=tJjiIuH1VnY Ad Agency that produced the commercial: 72 and Sunny Dr. Tyrha’s rationale as to why this ad is so good: If you love the game of football, you have to love this ad that celebrates the fun and contagious spirit of the game. Truly, this commercial has something for everyone who loves the game of football! The unassuming opening of the ad’s storytelling set at an awards banquet and led by NFL Commissioner Roger Goodell quickly evolves into a fun and rambunctious game of football with NFL players of all ages in their tuxedos destroying the ballroom with their play. The musical hip-hop soundtrack alone for the spot is amazing, current, and supports the action of the storytelling extremely well. This spot is multigenerational, incredibly diverse in age ethnicity and more, as well as weaves women and girls into the spot ever so cleverly. A truly memorable ad and so much fun! #1. Company/Brand: Mr. Clean (OWNED BY P&G) Title of the commercial: “Cleaner Of Your Dreams” Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=ozuWoZITX3Y Ad Agency that produced the commercial: Leo Burnett Dr. Tyrha’s rationale as to why this ad is so good: Every year I show this commercial to my Advertising students at Baylor University and they absolutely LOVE this ad! The storytelling of this commercial leverages the animated Mr. Clean in such a clever manner, while showing the product benefits at the same time, and not being “in your face” with the product’s selling proposition. The music and the dancing accompaniment to the storytelling all help to bring an emotional connection to the viewer, especially the female audience. Plus, the spot is just super funny and so much fun! Every time I see this ad, I want to run and buy Mr. Clean. And, I tell my female students every year that when they get older, they are going to LOVE a man who can clean a house!!!! Additionally, this was an incredibly smart move by P&G to put this ad in the Super Bowl. This is due to the fact that the “current and future market power of women – as a whole and by segments – is undeniable and truly cannot be ignored by marketers, especially the NFL.” Today, women influence more than 80% of all consumer spending; 89% of the financial decisions are made by women; and globally, women control more than $20 trillion in worldwide spending. In addition, nearly 24.3 million African American women are brand loyalists and cultural trendsetters who have influence over the $1.2 trillion in Black spending power. And, Forbes reported in 2018 that “women constituted about 49 % of the 108 million-plus people who watched” that year’s Super Bowl – and they paid closer attention to the ads!
Sept. 25 is National Daughters Day, celebrating adult daughters often overlooked for their role in relationship with parents National Daughters Day is Sept. 25, an oft-overlooked holiday that has been around since 1932. But much like the holiday, adult daughters are often unnoticed for the important role they play in the lives of their parents. Allison M. Alford, Ph.D., clinical associate professor of business communication at Baylor University and co-host of the weekly podcast, “Hello Mother, Hello Daughter,” researches adult daughters and their “invisible labor” in maintaining the unity of a family. Adult daughters find themselves providing support, nurturing and much more in a socially and communicatively constructed, shaped and molded role that includes navigating, responding to and negotiating cultural and familial discourses. These behaviors occur throughout a daughter’s life and represent significant resources funneled toward her parents to maintain and nurture a relationship. Alford’s research on “daughtering” – the active way that daughters relate to and care for parents – is how she describes the work and effort that daughters provide their parents. “It’s that purposeful work that helps relationships flourish but often goes uncredited as work, even by daughters themselves, in part because the efforts are wrapped in misleading language and society hasn’t adopted a lexicon specifically for daughtering,” said Alford, who edited the book, “Constructing Motherhood and Daughterhood Across the Lifespan,” with research partner Michelle Miller-Day, Ph.D., of Chapman University in Orange County, California. Daughtering involves such “invisible labor” as planning and organizing family events, resolving conflicts, acting as a buffer with other family members, preparing for the future and more—with the intent of supporting important family relationships, Alford said. With dashes of “mental load” and “adulting,” thrown in the mix, adult children are engaging in effortful and intense relationship-building, from which they usually benefit in the form of familial support and love. Embracing National Daughters Day In recent years, social media has embraced National Daughters Day with parents posting loving tributes and sharing stories about their daughters, recognition that Alford encourages. “Adult daughters put a lot of effort into their families and recognizing their hard work with praise and affirmation shows that what they do matters. Every daughter would love to hear compliments on her daughtering,” Alford said, recommending that parents take time on Sept. 25 to acknowledge and thank their adult daughters for the care and time they give to the family. A few simple ways parents can acknowledge adult daughters: Call your daughter on the phone and tell her how much her efforts have meant to you, Create a social media tribute and share a picture of yourselves together over the years, Order takeout delivered to her house for dinner, or Call the grandkids and tell them a sweet story about their mom. Also on Sept. 25, Alford and Miller-Day will launch Season 2 of their weekly podcast, “Hello Mother, Hello Daughter,” which continues to explore what it means to be an adult daughter and how daughtering and mothering work together to create a harmonious family. This season, the hosts interview experts on adult mother-daughter relationship topics and share helpful resources that can enable positive family interactions. The podcast will be available everywhere you listen to podcasts. “Hello Mother, Hello Daughter” also is on social media on Instagram and Facebook.
A 'super' economic boost for the big game, courtesy of Taylor Swift
Could NFL executives have imagined a better scenario for this year’s Super Bowl? Only in their wildest dreams, according to UD sports marketing experts who study the big game every year. The league has a built-in audience draw and revenue generator named Taylor Swift, who will be in attendance Sunday to root on boyfriend Travis Kelce and his Kansas City Chiefs. The world’s biggest pop star can easily fill any blank space – and then some – caused by a lack of bad blood between the Chiefs and San Francisco 49ers or advertisements that don’t exude enough style. And the NFL didn’t have to spend a dime or lift a finger to make it happen. Timothy DeSchriver and John Allgood, who teach and study sports marketing at the University of Delaware’s Alfred Lerner College of Business and Economics, see a number of ways that Swift can move the needle economically for a league that seemingly needs no extra publicity. The female audience is already growing for the NFL, but Allgood said that Swift delivers “a fresher audience” as witnessed by record viewership for the Chiefs-Ravens AFC Championship Game. “There are people tuning in just to see her in a suite for five seconds,” Allgood said. Gamblers wagering on Taylor Swift “prop bets” will keep tuning in even if it’s a blowout, DeSchriver noted. DeSchriver pointed to new advertiser interest from makers of beauty products, potentially to reach the new audience. The NFL will get its cut from products as well, Allgood said, thanks to an NFL licensing deal with a clothing designer after Swift wore one of her puffer coats and the continued rise in sales of Kelce jerseys. DeSchriver and Allgood, who can also discuss ticket pricing in the playoffs, and are available for interviews. To set one up, visit DeSchriver's profile and click on the "contact" button.
It's happening ... and the NFL likely couldn't be happier now that the Kansas City Chiefs are returning to the SuperBowl. Ever since Taylor Swift made her first appearance back in September to cheer on her new beau Travis Kelce, the attention she has brought has had serious returns for the league in the form of new fans, surging ticket prices and record-breaking ratings on TV. In a recent interview with CNBC, Chiefs CEO Clark Hun indicated that 'Our female audience has grown leaps and bounds.' And a recent study from Apex Marketing Group says that Swift has generated brand value of $331.5 million for the Chiefs and the NFL. Goizueta professor of marketing Mike Lewis examined Swift’s fandom to uncover who considers themselves Swifties. He found her fandom is strongest in the younger generations but found 22% of Baby Boomers also claim to be fans. And while her fandom leans female, 29% of male respondents claimed they were fans. And, when he looked at the NFL, Lewis found an interesting link. “There is considerable overlap between football and Taylor Swift fandom. 38% of football fans consider themselves Swift fans compared to only 21% of football apathetics,” says Lewis. Professor Lewis’ full report also looks at the political leanings of Swift fans and their religious affiliations. Mike Lewis is a Professor of Marketing and the Faculty Director at the Emory Marketing Analytics Center. His work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. Mike is available to talk about the economic impact Taylor Swift is having on professional football - simply click on his icon now to arrange an interview today.
Questions are flying around about airplane safety
The Boeing Corporation is the recognized pioneer in aviation and aircraft manufacturing, but now significant quality control concerns are mounting in light of recent near disasters associated with Boeing's planes. David Primo, professor of political science and business administration at the University of Rochester, is available to tackle some of the regulatory, crisis management and reputational questions related to Boeing's recent safety problems, including: 1) This is just the latest in a string of black eyes for Boeing on safety. How badly will the company’s bottom line suffer as a result? 2) Has the company learned from how it handled the initial crisis with its MAX planes resulting from the fatal Lion Air and Ethiopian Airlines crashes? 3) What does the company need to do to prevent further damage to its reputation? 4) How will this change the nature of the relationship between Boeing and its main US regulator, the FAA?
Expert Help: Augusta University faculty offers financial advice for college students
The world of finances isn't always an easy one for students to navigate. Wendy Habegger, PhD, senior lecturer in the Hull College of Business, suggests several ways college students can improve their financial literacy, even after their collegiate career. Habegger said most don’t have a good grasp of what that is, despite being one of the most foundational building blocks to help students start off on the right foot. “They should know their credit scores just as quickly as their GPA and they should protect it just as vigorously,” Habegger said. She also suggests students have a credit card but with the caveat they use it wisely and be sure to pay their bills in a timely fashion. While they might like using cash, having a credit card will start to build a good credit history that they’ll likely need down the road. “The sooner they get started, the better they are of having good credit when they leave (college),” she added. When looking at their student loans, there are ways they can be better prepared when they start having to pay them back. During that deferral period, she suggests students really consider what a job may pay. Also, when selecting a payment plan for college loans, make sure it’s something they can make monthly payments on without any problems. She also said people need to think about public service jobs that may offer loan forgiveness or asking a potential employer about any loan forgiveness programs. “Some employers out there will offer some sort of that. The military is a good career and they are happy to be help pay off your student loans. Other businesses may offer that as well. It can be a good perk on both sides of the table, for the company and student looking for a first time job.” This is great advice and an important topic, so if you’re a reporter looking to know more, then let us help. Wendy Habegger is a respected finance expert available to offer advice on making the right money moves during volatile times. To arrange an interview, simply click on her icon now.
