Abstract A look at how companies pitch their products to appeal to their customers' lifestyles. Theories of marketing and advertising strategies are examined. The Marlboro Cigarette company's advertising pitch of the Marlboro Man is analyzed in order to understand the link between products and lifestyles.
From the Paper "There are two significant steps how a customer decides whether he or she will buy the product or not. First, the product has a strong appeal if it is a primary need of the customer for its literal function. Second, customers will buy the product if they find their value or lifestyle is related to it; this one is that the product makers mostly will encourage to boosting the sales. Advertisement should be designed effectively to bring the product value to the primary need of the customers, as if they really need it, by exploiting the different side of customers? life, then finding catchy lines to persuade them (in seconds) to improve their style, to get more acknowledgement, or to be "like the man on TV"."
Abstract This paper presents a detailed examination on the problem of adolescent smoking on a global basis. The writer takes the reader on an exploratory journey that outlines the causes of youth smoking and discusses programs that are in place to prevent its occurrence. In addition the writer provides a discussion on the effectiveness of such programs.
From the Paper "In the last several decades the world has discovered the truth about the perils of smoking tobacco. There is little doubt that the habit contributes to lung cancer, emphysema, chronic bronchitis, asthma and many other disorders. There have been numerous studies conducted on the perils of smoking and the reasons people continue to do it and the conclusion often points to the addiction being acquired in adolescents. Adults know on an intellectual level that they should not smoke, but often times by the time they reach adulthood they have already been smoking for several years. Adolescents know they should not smoke, but they have the disadvantage of believing they are invincible. Smoking in adolescents is not exclusive to America. It is a worldwide problem in which many nations are scrambling to find a solution."
Tags: smoke, health, teenagers, adolescent, cancer
Abstract This paper examines the changes in marketing strategies of automobile companies following the onset of the Internet revolution. The paper discusses the various advantages and disadvantages of using the Internet as a business tool and brings examples of various automobile industry websites to substantiate these issues.
From the Paper "This idea of doing business was totally wrong, which is time and again being proved by the continuing accidents that companies are involved in, on the Information highway. Companies soon realized that the Internet should not be treated as a static global display board. On the contrary, what was needed was to tap the huge potential of the medium in information sharing. This change in focus is evident in the marketing strategies of many firms."
Abstract This paper examines how loyalty to a particular brand of product may be the way forward for future marketing strategies. Brand loyalty is a way of creating a relationship between the customer and the company so the customer does not go elsewhere.
From the Paper "In the future then, for all suppliers of both products and services, how to retain customers will be an important part of the marketing mix. The focus will be on relationship marketing, with companies needing to consider how to build an effective relationship between itself and the customer. Just as Groonroos predicted, companies will no longer be dealing with anonymous masses of customer. Instead, the customers will be considered in detail, with companies considering how to provide for the full needs of the customer."
A look at the portrayal of women in the media today compared to the time when Susan J. Douglas' book on the topic, "Where the Girls Are: Growing Up Female With the Mass Media", was written.
Abstract An essay discussing how the portrayal of women has changed in one segment of the media (music, TV, film, advertising) from the early 1990's when the book "Where the Girls Are: Growing Up Female With the Mass Media" by Susan J. Douglas was completed. Discussed are the commonalities between women currently important to American pop culture and the women examined in the book, the differences or changes that have occurred, whether conditions have improved for women, and whether there has been a continued backlash against feminism in American popular culture over the last decade.
From the Paper ""Murphy Brown" was a powerful intelligent female character who had great clothes, however, she did not look like a waif and her clothes were not skimpy. "Roseanne" was an over-weight working wife and mother who dealt with family problems that had never before been portrayed on a television sitcom. And "Ellen" came out of the closet on one episode to tell the world that she was a lesbian (Timson 1995). This would certainly have not been witnessed on a sitcom television program twenty years ago."
Abstract The paper analyzes the Mont Blanc advertisement for its watches in GQ magazine and shows that it is quite obviously directed at young males who regularly read GQ to keep abreast of the latest fashion and lifestyle trends for men. It shows that this particular ad is designed to equally appeal to both the "ethos" and the "pathos" of the target audience but completely abstains from any kind of ?logos.? It shows, too, that the ad is clear and consistent in presenting the product as a fashionable accessory for a certain type of personality to wear.
From the Paper "The ad in question does make a definite appeal to the "pathos" of the target audience by using the beautifully shot and presented product to visually appeal to and arouse the desires and emotions of the viewer. Without meaning to belabor the point, it must be remembered that the reader of GQ magazine is specifically seeking information on the latest styles and to that extent, the right visual appeal will succeed in creating the desired imagery in the minds of the GQ readers."
Abstract This paper looks at the importance of a global marketing strategy which has hit the automobile industry. By focusing on one specific campaign, this paper sees how the company adapts its focus depending on the culture of the country and the perceived needs of the customer. The campaign examined is that of the Mini being promoted in America by pushing the concept of "motoring".
From the Paper "For people in the United States and United Kingdom alike, automobiles are much more than just a way to get around. They are objects of fashion, status, wealth, success and power. Global car manufacturers strive to meet international aspirations, while competing with others through price, volume and quality. One important key strategic priority for a global car manufacturer is to develop a desirable, quality brand that would increase its market share. Through promotional tools, car manufacturers aim to increase brand recognition and the company's reputation."
Abstract An examination of how advertising campaigns change their focus when promoting individual vehicles over fleets of cars. It shows how individual vehicles are pushed to be seen as status symbols and how one's peers will be envious, while buyers of fleets are looking for mechanical reliability and technical quality.
From the Paper "In marketing for individual consumers as opposed to business consumers for fleet sales. It is important that the marketer focuses on several key points. First, marketers must look at the desirability factor. Consumers more often than not, look view automobiles as a status symbol. They want a vehicle that will help them reach a certain status or raise their image in the face of their peers. Traditionally, marketers focus in on how an automobile will help raise the status quo and how others will envy the consumer who decides to buy a particular model. Images of the automobile are sleek, stunning, sexy, fast, and lavish. Even so-called family vehicles are made over to look hip in the automobile industry. The highly demanded sports utility vehicle, which was not intended as a family vehicle at all, has taken the position that the old station wagon held. In fact, in order to keep up with the trend of reaching younger wealthier consumers who are willing to shell out more money for vehicles than some older consumers, automobile makers are creating several new models that will appeal to the younger buyer who would prefer luxury vehicles (Halliday). Consumers are buying lower-end vehicles, but marketers would rather focus on the small segment of consumers with rather expensive taste. This is of the utmost of importance in a tight economy."
Tags: car, advertising, promotion, client, focus, economy, consumer, mechanical, status
Abstract This paper examines the uses of the Internet to enhance Starbucks' global business. It investigates the success of online advertisement in relation to the more traditional media of television. The paper describes the financial status of the company today and its use of customer service to attract a new type of clientele.
Table of Contents:
Financial
Customer Service
Learning and Growth
Internal Process
From the Paper "The Internet is quickly becoming an important source of advertisement that is equivalent to television commercials. In fact, there may come a time when televisions are taken completely off the market and replaced with computers. It is proven that the Internet reaches many more people than television advertisements. According to the article, "Starbucks Brews a New Strategy" it is not Starbucks objective to advertise or promote the Internet, but to use the Internet as a source of advertisement. There is a new notion out about Starbucks credit cards that customers can purchase or upgrade online that gives the customers special bonuses and awards. In this report we will discuss the financial, customer satisfaction, learning and growth, and internal process of the growth and development of Starbucks Coffee."
Tags: credit, card, purchase, online, web, advertisment, customer, service, television
Abstract This is an introduction to the topic that sexuality in advertisement causes sexual desirability of a person. The null hypothesis is that this experiment using sexual advertisement will not produce desirability. The paper shows how sexuality is a problem in the United States and examines whether the advertisements that portray sexuality may lead to sexual violence crimes. The writer asks that if this is true, then is it ethical to use "sexual" advertisements?
From the Paper "Does sexuality cause desire for sex? What is the difference between looking at sexual advertisements and regular advertisements without sexuality? Is there a difference? The class will show 15 sexual advertisements and 15 non-sexual advertisements. Will there be a difference? Many believe that the media has played a role in the increase of young people having sex early and with more partners. Is this true? Movies, television, music, and magazines are filled with sexual messages to the young person. Even at an early childhood age, children want to dress sexually. Teens rate the media as a second source of information about sex. Schools are the first source in giving information about sex. Does "sexual" advertisement lead to sexual crimes and aggression? Is it ethical to use sexually appealing advertisements if it can lead to violence in the home or other crimes? Does research show that advertisements bring the desire for sexuality? "
Abstract This paper looks at the cases for and against the making of smoking legal at 18 or at 21. It uses the arguments that if a man can fight for his country at 18 he should be allowed to smoke and if the smoking age is raised, there will be fewer people addicted. It also examines the results of a research study devised to gauge the support or detraction of the idea to raise the legal age of use of tobacco products. The results concluded that the majority of participants believed the age should remain at 18.
From the Paper "The legal age for smoking today is 18-years old. Within recent years there have been many discoveries about the harms and dangers of smoking that were not previously known. With this increasing knowledge there has been discussion about raising the legal age for tobacco use and purchase to 21. California entertained the idea of a law that would change the age to 21 in that state and other states are talking about the same possibility. Taking something away from adults is something that sparks heated debates in many circles and this survey was used to determine its merit(Whereat, 1998)."
Abstract This paper discusses the lack of ethical considerations of tobacco companies. The writer provides a personal view of the harsh reality of tobacco companies. The statistics are reviewed, methods of promotion are reproached and politicians are blamed for turning a blind eye.
From the Paper "Tobacco companies sell death, committing a blatant moral and ethical abomination against mankind. Tobacco companies are the Dr. Jack Kevorkian of the world and what's worse is that our elected officials sanction these activities. They turn a blind eye but eagerly extend their hands to collect the revenues from taxes. Lets face it, tobacco companies shell out a lot of money to politicians and in turn, politicians turn the other cheek as smoking kills almost a half a million people per year in the U.S. alone. Smokers also take out non-smokers at a rate of 3,000 people per year due to exposure to second hand smoke. Nicotine, the main addictive ingredient in tobacco is the cause of many diseases and medical problems, such as emphysema and lung cancer."
Abstract The paper is presented as market plan to export a ready-to-drink cold coffee product to Australia. The product is named Elixa and the aim is to manufacture it and sell it to America as well as export it to Australia. The paper covers issues such as Australia as the export country of choice; Elixa as an export product; profile of the industry; marketing issues; exchange rates and distribution issues.
From the Paper "The advertisements will focus on the social and lifestyle issues, such as showing a group of young people sitting drinking Elixa at the beach. This presents the summer image and the social image. It also implies a comparison between sitting with friends at a cafe having a coffee and sitting around informally with friends. The cafe scene is one that has meaning for people and suggests the social side of the coffee drink. Having this scene recreated but in a more relaxed setting puts the focus on Elixa as being a friendly addition to a lifestyle. Showing the beach represents the coastal living of Australia."
Abstract This paper provides a broad description and understanding of the historical, biological, cognitive, social and moral issues related to the media's influence on feminine self-image, and how the media affects body image and self-perception, particularly in young females. The paper provides an understanding of the balance between theoretical perspectives and their practical implications and applications, with a particular focus being placed on "Social Judgment Theory".
From the Paper ""What did I need a mirror for, I was fat"? Every time I hear the "spokesmodel" from the Slim Fast commercial say that line, I can't help but wonder what kind of messages modern media is sending to women. It is as if the ad is saying that if you don?t look like a size three model, then there is no way you could possibly take pride in your appearance, so a mirror would be of no use. This is not only insulting but also frightening. Women are already conditioned to feel insecure about their bodies and media images such as this only serve to perpetuate negative stereotypes."
Tags: anorexia, commericals, girls, teenage, television, women
From the Paper "The primary purpose of advertising is to entice the consumer to buy the product being advertised, but there are often associated issues involved in the advertising message. For some products, it is not only important to sell the specific brand but also necessary to entice the consumer to use this type of product at all. Cigarette and alcohol advertising not only promotes specific brands but the idea of smoking or drinking. Cigarette advertising has been much criticized and much curtailed because of its power to cause young people in particular to take up smoking. Liquor advertising also sells an image of drinking that is intended to appeal to the young and to influence young people to start drinking; the ads then try to influence what brand consumers buy. The degree of drinking in America today shows that such advertising is effective."
