Abstract The largest market segment in the smoking and non-smoking population, the youth sector, has been targeted as the most important market segment for cigarette product ads. This paper discusses the main reasons why targeting the youth sector is considered the most lucrative market in the cigarette/tobacco industry today and answers the question why advertisements remain the most effective method of enticing consumers to buy cigarette products despite the obvious health risks to the consumer.
From the Paper "In psychology, the influence of tobacco ads among the youth illustrates the importance of image copying and self-concept formation than the risks of potential health problems as primary motivations for smoking. It is evident that social interaction is important, since ?[s]moking experimentation commonly occurs at transition points in adolescence when there is a threat to a teen's emerging self-concept? They are more subject to social pressure and more attuned to advertising? (Lynch, 1994:119). Thus, smoking among the youth cannot be generalized as a product of "limited capacities" in the process of decision-making, but rather, participating actively in making the choice on whether to smoke to form one's own self-concept and image in his/her society or not to smoke in order to avoid the health risks posed by consuming the product."
Abstract This paper explains that the "Dell Dude" marketing campaign was effective because the message was simple and to the point, created word of mouth, and had an indirect impact on parents; "Dude, you"re getting a Dell? was a popular icon and had people talking. The author points out that an advertising campaign is a collaboration of many people within the company and outside of the company such as freelancers and consultants, including graphic artists, video production staff, copywriters, and publishers. The paper stresses that advertising campaigns for the Internet should be concise, to the point, catch the attention of the consumer, but not be so flashy that no one knows what the message is supposed to be.
From the Paper "Advertising professionals, who make the mistake of ignoring this simple and most obvious thing, produce pretty and cute ads, while missing the message they are trying to convey. Just because an ad is pretty to look at and entertaining to read, doesn"t mean that it will persuade people to buy products or service and produce sales. Sometimes, just the simple, well-written, persuading ads produce the greatest results. This doesn"t mean that a well-written ad cannot be pleasing to the eye, but it does mean that copy needs to be persuading as well as have a pleasing layout."
Abstract This paper on the cultural differences in marketing trends compares and contrasts the marketing trends in the United States, China, and Taiwan. This paper also explains why culture plays such a huge role in each country's marketing techniques. An illustration of the consumer behavior with respect to the most popular products being sold is also given. This paper also highlights relevant quotes to support its claim.
From the Paper "Trends of marketing vary from country to country and are greatly influenced by that country's culture. Good marketing decisions requires the planning and coordination of marketing resources and the integration of the marketing mix to achieve a desired result in markets selected for targeting by the business. The business's offers are tailored through marketing decisions in terms of product line, place, pricing elements and sales promotions to match the perceptions of value of its target market. In some ways business markets are similar to consumer markets since they both involve people who assume buying roles and make purchase decisions to satisfy needs. Both business markets and consumer markets are greatly influenced by cultural trends. Business marketers also need to remember that women now account for a significant share of purchase decision-makers."
Tags: china, united, states, america, business, advertise, internet, print, media
Abstract This paper assesses the relevance of marketing ethics in current business environment and the extent to which ethical issues should be taken into account while devising marketing strategies. It attempts to understand the nature of marketing ethics and analyzes the possible impact of ethics in marketing from different viewpoints, based on the theories and research work carried out in this field. It identifies and explains how marketing ethics can be improved in practice, as well as ways to integrate ethics in formulating and implementing marketing strategies. It also examines the efficacy and impact of popular marketing strategies with ethics, analyzes the role of ethics in advertising, explains the elements of consumer ethics, and discusses the role of legislation to enforce marketing ethics.
Outline
Marketing Ethics and the Business Environment
Nature of Marketing Ethics
Research on Marketing Ethics
Improving Marketing Ethics
Implementation of Ethical Standards in Marketing
Ethics and Advertising
Marketing Strategies with Ethics
Green Marketing
Marketing Intelligence and Corporate Espionage
Consumer Ethics
Regulation
Conclusion
From the Paper "Marketing ethics is a sub-set of business ethics and examines the moral issues relating to marketing decisions made by organizations. Although its roots can be traced back to the 1960s, marketing age is believed to have come of age only in the 1990s, thanks to extensive research on the subject carried out in the decade before. (Murphy, 111). Several topics make up the fabric of marketing ethics ? product quality, safety and liability, fairness in pricing, honesty in advertising and selling, privacy in internet database and marketing. According to Kotler, in recent years, people have started questioning the value of marketing concept, when the world is faced with environmental degradation, resource shortages, hunger and poverty and neglected social services."
Abstract This paper explains that product placement in films involves the inclusion of brand name merchandise on screen as the result of a deal between marketers and the makers of movies. The author points out that, despite criticism, product placement has grown in importance, and the placement of Taco Bell in "Demolition Man" marks a new shift in the practice by incorporating product placement into the character and plot of the movie. The paper states that Taco Bell's product placement is successful because it reveals to the audience that the corporation has the courage to laugh at itself.
Table of Contents
Introduction
Overview and History
Criticisms of Product Placement
Product Placement in "Demolition Man"
Conclusion
From the Paper "The practice is so common that it is often spoofed. In the 1992 movie Wayne's World, the underground cable show depicted spoofs product placement with a cheesy scene that shows a Pizza Hut box that cuts away to a Nupril pills backdrop, as the main character, Wayne notes "I will not bow to any corporate sponsor". Josie and the Pussycats (2001) took the parody of product placement to a new level as it featured over 25 product placements in a two-minute trailer."
Abstract This paper takes a look at the manner in which Nike has chosen to promote its "Shox iD" shoe. The paper analyzes Nike's Internet marketing strategy for the shoe, the message Nike tries to convey about the shoe, and how Nike continues to capitalize on its image as a great shoe company.
From the Paper "However, in terms of promotions, Nike still is masterful in conveying a strong message to a targeted segment of the running shoe market as well as eking out, if not dominance, then a still secure area of the sports apparel industry. One recently promoted shoe of great importance to Nike is that of the new Nike Shox iD running shoe. The Nike Shox iD running shoe has not been marketed in a general fashion, however, on television, Internet, and the print media in the same diffuse manner as, for instance, the Air Jordans of the past. This was because many non-basketball players wore Air Jordans to convey their solidarity with the great basketball player and themselves as his great fans."
This paper outlines research to determine the ethics of marketing to children and to identify boundaries within which organizations should maintain their marketing efforts
Abstract This paper explains that, regardless of who holds responsibility for the behavior of the nation's children, direct marketing to children, online or through traditional techniques, is developing a new profitable channel for business sales. The author points out that direct marketing to children expanded to schools through the entry of vending machines and corporate-sponsored products and events. The paper outlines two research approaches: a review of current regulatory policy to identity specific guidelines and a qualitative survey of teachers to collect their perceptions of current marketing practices.
Table of Contents
Introduction
Purpose of This Study
Literature Review
Research Methodology
Ethical Considerations
Timeline
From the Paper "The economic value of marketing to children extends beyond the amount of money in their collective pocket at any one time. Children are determining their own personal spending patterns, and developing brand identity which could influence a lifetime of buying habits. For this second reason, children are profitable targets of business marketing dollars. When a child established their own purchasing habits, businesses can have a customer for the rest of the child's life."
Abstract This essay is a very detailed history of Pepsi's advertising methods as the company battled Coca Cola for dominance in the soft drink industry.
From the Paper "The history of Pepsi's corporate identity is a long and detailed struggle. Several bankruptcies and ownership changes hampered most early efforts to make the would be cola giant a success. Eventually, the many ingenious presidents who would each take their turn at trying to rescue the floundering company from debt and help escalate it to the number one soft drink in the world."
Abstract This paper explains, after the author's research of academic literature and an extensive review of the advertising trade literature, it is apparent that the urban myth, which states that gays have more disposable income than other groups, remains, while the gay psyche is no different from the psyches of other identifiable marketing target groups. The author points out that differences in how marketing is handled arise from the necessity of deciding whether to advertise in mainstream media as well as in gay-specific media. The paper relates that the problem arises because, while the necessary images may be acceptable in the gay-specific press, they may be regarded as less acceptable by straight consumers when they appear in mainstream media.
Table of Contents
Introduction and Statement of Hypotheses
Literature Review
Application
Review and Evaluation
Conclusion
From the Paper "Not surprisingly, the marketers claim the only thing they have to fear these days is the right wing as the middle has already become comfortable with the idea. In addition, of course, there is the need, in stagnating economies, to tap into a good market, no matter what. In 2004, it was estimated that the GLBT population was about 15 million (somewhat under the Kinsey estimate of eleven years earlier), with $485 million in spending power. "Though it's a smaller niche than the African-American and Latino markets, gays are a consumer group with a high proportion of discretionary income".
Abstract This paper explains that the key elements to the success of a marketing, sales, or public relations campaign are the abilities to target audiences and to respond effectively to consumers' ever-changing wants, needs, and desires. The author points out that traditional large-budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services; rather, more focused campaigns, which take into consideration target markets and consumer objectives and preferences, are necessary. The paper stresses that most effective marketing plans and campaigns serve as tools to help move consumers into a manufacturer or retailer's corner and to keep them buying into a particular market share.
Table of Contents
Introduction
Sales Campaigns
Public Relations
Marketing
Advertising
Conclusion
From the Paper "More than 36 percent of public relations professionals claim that finding strategic direction is difficult. Most public relations campaigns fail due to lack of appropriate insider knowledge regarding industry and business issues and a lack of ability to communicate among professionals and consumers. An effect PR campaign is destined to fail if the individuals promoting it have not aligned their goals with those of the corporation they are representing; at the same time, PR professionals have a duty to understand the industry in which they are working. Without adequately understanding the market they are promoting, PR professionals can?t hope to design campaigns that instill confidence in consumers."
Tags: customization, telemarketing, reliability, global, service
Abstract Crises can strike a company at any time. Any company is vulnerable to crisis, and it usually occurs when it is least expected. Companies such as Johnson & Johnson, Jack and the Box, Odwalla, and Exxon, have all experienced crises. Managing the crisis without using skilled public relations personnel can ruin a company. This paper discusses public relations (PR) in action and describes examples of effective and ineffective public relations.
From the Paper "In order to put PR into action, companies must first conduct PR research. According to Seitel, companies must acquire enough accurate data about its publics, products, and programs. This gathering of data is essential in understanding what the problem is; how it relates to the company's message; how it relates to its programs; and also how it relates to its media plan. Applying this research is the most important aspect. "Knowing when to do what, with whom, and for what purpose" is the basic foundation of implementing a PR plan. PR plans in action, when researched and strategized properly, are the difference between a positive or negative outcome on a crisis."
Abstract The purpose of this paper is to introduce, discuss, and analyze the topic of advertising geared toward the gay and lesbian communities. Specifically, it discusses advertising in the context of gay and lesbian culture and how particular ad campaigns are significant for the gay and lesbian communities. While society has become more accepting of the gay and lesbian lifestyle, there are still many elements of culture and society that disapprove of the gay/lesbian experience. It shows how, in the last decade, advertising has become more open and how the gay lifestyle has become more accepted.
From the Paper "The gay and lesbian lifestyle has existed for thousands of years, but it is only fairly recently been seen as a viable advertising market. Many experts and researchers believe gay advertising existed in the 1920s, citing several examples of print ads that seemed to indicate a gay or homosocial relationship between men (Boyce 26). In addition, author Alexandra Chasin cites a 1976 New York Times article that discussed the efforts of gay publications to attract mainstream advertisers, and other early recognition of the growing gay and lesbian marketplace (Chasin 30). Thus, advertising to gays and lesbians seems to have existed in some form for decades, but it is only in the last decade that it has really "come out of the closet." In fact, today there are numerous marketing companies entirely devoted to the gay and lesbian advertising market, and numerous studies have been conducted that indicate this market is profitable, viable, and growing."
Abstract The paper presents a look at the catalog controversy of Abercrombie and Fitch sporting company. The first offensive catalog was said to make drunk driving and underage drinking acceptable. The next few catalogs became 'raunchier', with over 45 nude images in the first 120 pages. The paper examines the controversy surrounding the catalog and the company's response.
From the Paper "In the event that Abercrombie had not done away with the racy quarterly, there could have been a few options they could have considered before publication. First, is the nudity needed? They are, after all a clothing company. Why buy clothes if you are not going to wear them? A&F's mission states that ?not only do we sell clothes, but we promote a lifestyle,? (www.abercrombie.com) Not many people would call group sex and nonstop nudity a "lifestyle". There could still be very tasteful sexy photos with partial nudity. Less nudity would definitely bring less controversy."
Abstract This paper discusses the hypothesis that alcohol and cigarette advertising leads to increased drinking and smoking, specifically, among youth. The paper presents several examples of advertisements, illustrating how they create a certain image for the target group. The paper contends that, while studies cannot prove that advertising leads to greater consumption, the moderate, positive association is consistent across survey studies.
From the Paper "Alcohol and tobacco are among the most heavily advertised products within the media industry, including magazine, newspaper, broadcast, and outdoor advertising (Pfleger Pp). According to a 2001 report, the six major tobacco companies spend approximately $6 billion annually on advertising and promotion in the United States alone (Pfleger Pp). Measured media is roughly $800 million a year for beer, $321 million for liquor, and $120 million for wine, and if sponsorships and promotions were added, these numbers would likely increase (Pfleger Pp). Despite legislation to curb tobacco and alcohol advertising, especially to youths, the companies are still getting their messages across to their targets."
Abstract This paper examines how society, especially the media, damages the natural development of boys and girls growing into adulthood. It shows that images produced by action figures, Barbie dolls, and advertising send out messages, which ultimately confuse the youth and bring about problems, such as steroid abuse, anorexia, and other eating disorders, to name but a few.
From the Paper "What has made children feel that they must be a part of society? Society itself! Besides the fact that society makes children become physically developed, it also burdens them with many roles. For girls, it creates -isms like sexism and capitalism. Sexism is based on the fact that women are not physically as strong as men are. It links this fact to an obscene idea that physical deficiency creates mental deficiency."
