Abstract This paper looks at the different marketing and business strategies of companies whose business is solely through their website (click-and-click companies) and those whose website is an additional source of sales (brick-and-click); but who physically have a storefront. Their strategies are compared for their effectivenss and ability to reach the audience the companies seek.
From the Paper "The first characteristic of the Internet store is the importance of the web site. The web site is the basis of the Internet store, with accessibility and ease-of-use determining whether the customer will purchase from the store and return to the store. The web site is the equivalent of a retail store front's location, if it is easy to get to, customers will be more likely to visit it again. Unlike retail stores, the biggest concern is how easy the store is to move around in. Ease-of-use is said to be the most significant factor, with ease-of-use comprising three attributes: how quickly the web site downloads, how easy the first page is to understand and how easy it is to navigate between pages (Kotler 48). Click-and-click retailers have built their businesses based on the online presence and so tend to be aware of how important the web site is. Part of their marketing strategy involves making the web site as convenient and easy-to-use as possible."
Abstract The secret behind the success of Victoria's Secret seems to be its brand recognition, its excellent quality and its ability to identify a correct market. This paper studies the company's past and future promotion campaigns and illustrates its target markets and budgets.
Table of Contents
Executive Summary
Target Market
Product
Price
Place
Promotion
Budget
Summary
Works Cited
From the Paper "The key strength of Victoria's Secret is brand recognition and brand loyalty. It's massive advertising campaigns have been largely successful due to the brand equity of the product. Victoria's Secret products make their customers feel sexy and good about themselves.
The upcoming launch of the new swimsuit line will mark the entrance of Victoria's Secret into a new area. It has had great success with the launch of its bra lines and was a leader in the introduction of thong underwear. Thong underwear was a risky product line, especially considering more conservative customers. However, sales have increased every year since its introduction. The key to this success was due to the already established customer loyalty. "
Abstract This paper focuses on the representations of women's body image in the media and asks how these representations affect women's self-image and behavior.
From the Paper "The images of the media surround us constantly. According to Peach (1998): "We are exposed to over 2,000 ads a day, constituting perhaps the most powerful educational force in society. The average adult will spend one and a half years of his/her life watching television commercials". (p. 128). Leafing through the morning paper we unconsciously take in adverts and photographs. Going to work we pass billboards, signs on bus stations and busses, company logo's on clothing and merchandise. At home relaxing in front of the television we are bombarded by images. What are the main messages that are conveyed by this unstoppable deluge of the media?"
Abstract This paper looks at the way advertisers take advantage of consumers by creating false needs in their market and feeding on those needs. The paper includes an analysis of television and magazine ads, subliminal advertising and advertising ethics.
From the Paper "Advertising is defined as the action of attracting the public's attention to a product or business. The methods that have developed over the years to attract consumers? attention have been very sophisticated and, in some cases, unethical. As potential buyers of goods and services, we Americans are constantly bombarded with advertising gimmicks in all print and broadcast mediums to the point where we have become jaded to the sales pitches that surround us. It can be argued that the attempts of retailers and businesses to get our attention and convince us to buy their goods and services are not, in themselves, unethical or dangerous; the unfavorable aspects of advertising result when the advertisers use questionable techniques to influence consumers. "
Abstract This paper analyzes The Gap Inc.'s marketing strategy and how successful it has been for the company. The strategy's attempt to make middle-class clothes available to the lower classes at Old Navy; solid middle to upper-middle class-type clothes at struggling middle-class prices at The Gap, and yuppie/upper-middle-class-level clothing at solid middle-class prices at its "high-end" store, Banana Republic, is discussed, as well as how this strategy has effected The Gap Inc.'s sales, profitability, cost-saving measures, and advertising campaign.
From the Paper "Because retail space is one of the largest components of a company such as Old Navy's cost, market segmentation makes plain sense: Old Navy stores tend to be large and in strip malls whereas Gap stores predominate in malls. In this manner, Gap, Inc. is able to rent or purchase retail space more effectively as incomes are highly correlated with geographic factors and pedestrian traffic in places such as shopping malls. Demographic factors also play into the location of Gap Kids and Baby Gap outlets; these are more often than not found in malls where middle class families may stroll and browse shops in a comfortable attitude of relative safety."
Abstract Research paper on the effects of advertisements on children. The author examines why and how advertisements target children and how children are affected psychologically.
From the Paper "?Prior to attending kindergarten, the average child will see 5,000 hours of television. By the time most children graduate from high school, they will have watched an estimated 22,000 hours of TV,? (Marconi, 56). During these thousands of hours, the children view commercial after commercial and it has been shown that many of these commercials are targeted towards children. This abundant exposure to commercials has raised many concerns about how these advertisements affect children psychologically. Many people believe that children are being manipulated by advertisements, which affects the way the children think and live."
Abstract This paper takes a look at how the media influences the way adolescents view the ideal body image. The author examines the type of stereotypes that the media encourages and the way that this effects society.
From the Paper "Adolescence is a time for learning and growth. This time can be easier to handle by some than others. For some it can be a revelation of new experiences and ideas, while adolescence can also be a difficult, stressful time for those trying to discover themselves. This can affect themselves as well as those around them. During this time, adolescents are likely to identify with those around them, their peers. Identifying with peers can help adolescents along by giving them the opportunity to see how others deal with problems similar to their own and by offering their own advice to those who need it. Along with this, adolescents are liable to worry about their body image, and may want to conform to those who have achieved the "desired" image. This image may be thin, muscular, or just average. Nevertheless, some adolescents will go too far to achieve this image, usually this is done by adolescent females who wish to become thin. This can be attributed to media's portrayal of women. The majority of women in ads, television and movies are thin and are seen as attractive because of this. Adolescent girls will see these women and may want their image as their own, and some will go to any lengths to acquire this. This in turn could lead to the idea that during this process of change and growing up, adolescents are often concerned about their physical image, which is influenced by the media."
Abstract This paper examines the statistics on smoking and the tactics that tobacco companies use to advertise their products in order to show how advertisers convince smokers to use their products, despite the obvious risk to their health.
From the Paper "Advertising is defined as the activity of attracting public attention to a product or business, as by paid announcements in print or on the air. Advertisers make public announcement of their products, especially to proclaim the qualities or advantages of a product or business in order to increase sales. But in order for a product to be effectively advertised, it must have a major selling point in order to appeal to consumers. In the case of tobacco products, there is no obvious benefit to the consumer other than the gratification of their nicotine habit, and the advertisers are not interested in pointing out that their products are potentially addictive. Consequently, tobacco companies downplay the possible health risks associated with smoking and secondhand smoke. In addition, the Federal Trade Commission has prohibited tobacco companies from using television to advertise their products since the 1970s in order to discourage impressionable consumers from beginning the smoking habit. Therefore, the problem is that advertisers for tobacco companies have had to seek ways to present their products to the consumer without having to disclose the health risks that cigarettes pose to their customers and those people in the smokers? environment without violating FTC rules. Some of the ways that they have persuaded consumers to use their products is through icons such as Joe Camel, the sponsorship of sporting events, through Websites that oppose the findings of researchers, and through direct mail advertising campaigns that rally smokers through an appeal to their rights and freedoms. "
Tags: cigarettes, minors, ethics, joe, camel, family, cancer
Abstract "The Gap" is among the most successful retailers in the North American market, with sales of over $13.8 billion in 2001 and close to 4,500 stores worldwide. This paper provides a historical picture of "The Gap's" marketing strategy over the years, analyzes the strengths, weaknesses and outcomes of the approach, and describes recommendations for improvement.
From the Paper "The Gap has had a number of innovative successful advertising campaigns. The 1988 "Individuals of Style" image campaign was extremely successful (Sommers, et.al., 1998) in promoting its basic clothing and illustrating how individuals could personalize the merchandise. This campaign featured black-and-white photos in print and outdoor ads. This campaign was replicated in 2001, but did not receive the degree of popularity and media attention that the earlier version received. The 1997 "Khakis Swing" campaign provided another successful advertising endeavor through television ads that were complemented by print ads in a similar style. According to a USA Today poll (n.d.), approximately one-third of all respondents polled gave the campaign the highest possible rating for likability and effectiveness, ten percentage points higher than the average."
This model case paper deals with an agency's hierarchical organizational structure no longer being appropriate to meet external threats and realize the opportunities in the market place.
1,275 words (approx. 5.1 pages), 5 sources, 2002, $ 48.95
Abstract This model case paper deals with an agency's hierarchical organizational structure no longer being appropriate to meet external threats and realize the opportunities in the market place. Regular case study headings apply in this case with the following: Situational analysis, problem statement, alternatives, recommendations and implementations.
Tags: WRITING / APPLICATIONS (EXAMPLES), Aquarius case
Abstract This paper explains that advertisers use outrageously risque advertising to get more attention, including the additional attention it might get when it has to be pulled from broadcasting. The author points out that the F.C.C. has developed rules to protect everyone from these controversial commercials; for example, commercials that are aired during programming for children are not allowed to exceed ten minutes per hour and obscene broadcasts are prohibited at all times. The paper relates that another problem is that advertising affects negatively the way adolescents view themselves because they feel they are not as pretty or as smart as the people depicted in the advertisements; therefore, children should be taught to be confident about who they are, not only on the outside, but more importantly, what is on the inside.
From the Paper "Given the amount of money spent on advertising, it would be reasonable to think that the advertisers would what to make an advertisement that could be aired on TV. When are the most people going to watch TV and see these ads? Yep, you guessed it, the Super Bowl. The Super Bowl has more viewers than any other television program all year long. Advertisers pay an estimated $2.4 million for a 30-second spot during the game. Millions of people saw the Janet Jackson/Justin Timberlake 'wardrobe malfunction' in the Super Bowl halftime show in 2004. That is what has changed the pace for most of TV. Because so many people complained, the FCC had to get really strict. They fined CBS $550,000 for that 'malfunction'. It offended people mainly because their children were watching."
Abstract Music has long been thought of as a mood-altering medium. As a way of influencing customer's moods, virtually all retail stores including supermarkets have some sort of background music playing. A number of studies have been done that analyze the effect in-store music has on customer perception and behavior but relatively few that examine the actual effect of a particular type of music influencing the purchase of a particular product. This paper tries to prove that music associated with a particular country (i.e. stereotypically Italian music will influence people to buy pasta or olive oil) will influence people to buy products associated from the country associated with the music in a supermarket setting.
Abstract This paper analyzes the influence of mass media on the everyday diet of Americans. The author discusses the inconsistencies of food and nutrition news reported by the media that confuse and frustrate consumers and lead to poor diet and lifestyle choices.
From the Paper "Breakfast may be the most important meal of the day, but you may need a scorecard to decide what to eat. Will knocking back a few cups of java (a) raise your risk of pancreatic cancer, (b) lead to arthritis, or (c) protect you from Parkinson's disease? Is it butter or margarine that is healthier on your toast? Are eggs OK or did you get the message scrambled? One has good reason to be confused and not just at breakfast. Americans get the bulk of their nutrition news from TV, magazines, and newspapers where the latest findings are proclaimed by just about anyone in a lab coat (Kulman 1). These findings are sometimes contradictory to established research conclusions and leave consumers unsure of what to really think."
Abstract This paper describes the stereotypes and biases that are seen in the media on a daily basis.The author gives a detailed look at how these stereotypes affect society and the values and morals instilled in children.
From the Paper "In today's ever diversifying society one detrimental problem that remains is that of stereotypes and biases. Do the people in our country need to see more negative portrayals than they already are" Within certain types of media, minorities and women are often times portrayed negatively. Within this research paper, two television shows will be analyzed in terms of age, race, gender, target audiences, socioeconomic differences, stereotypes and biases, clothing and presentation, and the role of characters. Aside from the characters in the television shows, products being advertised will also be evaluated. Often times an advertising company will choose a target audience and present the goods in a specific style, meaning the company will choose different age brackets, background voices, and special effects. Most importantly, the effect these shows have on children will be discussed. Children look at television characters as role models, and this research paper will test these programs to see if integrity and proper moral standards are displayed.?
Abstract This paper is about representations of women and celebrities in the media and their effects on average American women. Some of the topics discussed in this paper are the media's portrayal of actresses and celebrities and their affects on teenagers and women, the differences and changes in images of celebrities through the past few decades, the "Culture of slimming" , the objectification and subjectification of women, the psychological, social, physical, and mental effects on the average women, and the power of the entertainment industry.
From the Paper "Over the past few decades, the so-called "norm" for a female figure has drastically changed from voluptuous and curvy to waif-like thin. Many female celebrities have been known for their figures. Historically, Marilyn Monroe and Jayne Mansfield were two women who each wore a size 12 and were glorified by men all around the world. Today, celebrities from the likes of Jennifer Aniston and Calista Flockhart are admired for their abilities to become and stay so thin, almost appearing sick. As celebrities come and go, women compare themselves to whoever is "popular" at the time."
