UARK (University of Arkansas )
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Experiential Advertising: The Immersive Evolution of Marketing
Get PDFExperiential advertising is revolutionizing marketing by creating immersive, emotionally resonant brand environments that foster consumer engagement and loyalty. This thesis explores the integration of experiential design in commercial branding, emphasizing how sensory-driven storytelling enhances brand identity and consumer connections. Through case studies such as the Gucci Garden in Florence, this research highlights the effectiveness of flagship stores, pop-ups, and sensory campaigns in transcending traditional advertising methods. Employing firsthand observations and analytical frameworks, the study identifies critical design strategies, including interactive installations and curated spaces, that reshape retail environments into platforms for emotional connection and advocacy. Findings reveal that experiential design drives tangible business outcomes, from heightened brand visibility to stronger consumer loyalty, by transforming retail and advertising spaces into hubs of shared narratives. This research contributes to a deeper understanding of how design can strategically bridge the gap between commerce and culture, offering actionable insights for brands aiming to thrive in a competitive, experience-driven marketplace
Minimizing Uncovered Triples: An Integer Programming Approach to College Football Conference Scheduling
Get PDFCollegiate football teams often compete in groups of 8-20 teams known as conferences. One such conference, the Atlantic Coastal Conference (ACC), added three new schools for the 2024-25 season, bringing their total to 17 teams. Currently, each ACC team plays eight games against others within the ACC. At the season’s conclusion, the two ACC teams with the best intraconference record compete in a conference championship game. With 17 total teams each playing eight games, the ACC could have a three-way tie for the best record where none of top the three teams play one another. To avoid this situation, we introduce the Minimizing Uncovered Triples (MUT) problem, in which we build a conference schedule for all teams that minimizes the number of uncovered triples in which none of the three teams in the triple play one another. To solve the MUT, we present two integer programs (IPs). The first IP is a straightforward approach that determines each team’s opponents according to predetermined scheduling constraints while the second IP is a divisional approach that builds upon the first model by forming groups of teams as divisions and ensuring that teams within the same division play each other. We first explore the computational efficacy of each approach for the ACC conference schedule scenario and extend our models to larger examples with more teams and games
