Date of Award

Spring 2023

Degree Type

Thesis

Director of Thesis

Courtney Worsham

First Reader

Helen Van der Sluis

Second Reader

Helen Van der Sluis

Abstract

Advertising has evolved significantly throughout the past decade, lending to the current usage of direct response, social media, and online methods of advertising. Considering how these tactics have changed in recent years and how restaurant marketing, specifically, changes in response to a college demographic, companies must consider more in-depth communication plans. This thesis will identify the most effective methods of marketing restaurants in the United States and determine how a college demographic changes the techniques utilized in marketing communication plans. Furthermore, this thesis will develop a comprehensive strategic communication plan for a new Asian restaurant, Noodz, located in Columbia, South Carolina.

First Page

1

Last Page

64

Rights

© 2023, Payton M Fronapfel

Included in

Marketing Commons

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