From the Paper "Introduction
This research examines ethics issue fronts presented by the January 2000 United Colors of Benetton's advertising campaign, titled "We, on Death Row." The advertising took the form of a Benetton's sales catalogue, billboards, and posters, and featured photographs of death-row inmates at various state prisons and an accompanying essay describing their plight. The campaign, like previous Benetton's ad campaigns, fused social-issue advocacy and sales promotion and incited public controversy. Its subject matter gave it a higher public profile, however. Sears, Roebuck & Co., a longtime retail customer of Benetton's, cancelled orders in protest (White, 2000, p. 62), and the state of Missouri sued Benetton's for misrepresenting its marketing strategy as journalism. This research examines.."
From the Paper "At the end of his gossipy memoir on advertising, Bernays describes a meeting in which a psychiatrist looks at a proposed ad for cigarettes and proclaims the cigarette to be a phallic symbol. Use one man, one woman, one cigarette, and you have life. Bernays's comment?
"The use of psychoanalysis as the basis of advertising is common today, but I believe this may have been the first instance of its application to advertising" (Bernays 141). Bernays? assertion bears examination, since, if it is true, then it does indeed deserve to be considered the first use of psychoanalysis in advertising. However, the construct image to which Bernays? referred was actually the construct of "sex" instead of ?psychoanalysis.? The two terms are by no means synonymous..."
Abstract This paper provides an in-depth study of the market statistics for the Gillette Mach 3 Turbo razor. The paper offers a full advertising plan for the Gillette Mach 3 Turbo, including examples of radio, television and printed advertisements. The paper includes executive summaries, buget plans, graphs and charts.
Table of Contents
Executive Summary
Situation Analysis
Firms Objectives
Advertising Strategy
Advertisements
Evaluation Plan
References
From the Paper "In 1998 the Gillette Company introduced to consumers their latest and greatest addition to their line of men's personal grooming products?The Mach3 razor. The first and, at the time, only triple blade razor on the market, the Mach3 would quickly become the leading wet-razor on the market as it changed the face of shaving. This razor became the leader on the market because it was the best product of its kind. It delivered on Gillette's promise of a "The closest shave in fewer strokes with less irritation" and reaffirmed the company's claim of ?The Best a Man Can Get.? Over the past few years the product has maintained its superiority in the marketplace but has reached a stage of maturity. Hoping to increase sales and assure the company maintains its large share of the market against new competition from their number one rival, Schick, Gillette is introducing a new and improved version of the Mach3 razor?The Mach3Turbo."
From the Paper "The field of advertising has a long history, and it is a field that is indispensable in our modern society because it helps inform the public of the basic goods and services that are available in the marketplace. Advertising can be defined as any form of paid communication with the purpose of motivating a reader or viewer to purchase a product or service, to influence public opinion, to win political support, to sell an idea or a cause, or to act or think and perhaps influence others in the manner desired by the client. The main goal of advertising is to motivate or persuade people to buy a particular product or service, and among the media used to accomplish this are radio, television, newspapers, magazines, direct mail, billboards..."
From the Paper Introduction
"Marketing communications (marcomm) extends well beyond the common items of public relations and advertising. Marketing communications encompasses all of the information that is put forth about a product, sometimes including internal information. Price lists, catalogs, promotional pieces, collateral material and a host of other types of marketing literature are all part of marketing communications and represent one of the most important aspects of the marketing of a product or service. Marketing communications are an integral part of the marketing mix, and although marcomm is most closely associated with promotion, it is dependent on (and can greatly affect) other areas of the marketing mix. This research considers the role of marketing communications within the marketing mix, how effective marketing communications are develop..."
From the Paper "This report is intended to provide the FCC with information regarding one of the most controversial and misunderstood techniques in the advertiser's tool set: subliminal advertising. By discussing the background of subliminal advertising, its application and the public perception as well as examining recent studies in the area, this research will conclude that subliminal advertising is used much less frequently, and with very little effect, than is generally thought by the public; as such, it poses little or no threat to the consuming public as a whole.
Advertising is one of the most important tools in the marketing mix, and it is one that raises many questions about ethical behavior in marketing. Through advertising, companies can inform the public about products, use emotional messages to persuade consumers to ..."
From the Paper This research examines the concept of brand equity. What brand equity is and the significance of the concept are considered in the following discussion. The ways in which brand equity is created and preserved then is reviewed. Lastly, the vulnerability of the concept of brand equity in the contemporary period is examined.
Brand Equity and Its Significance
At the aggregate-level, brand equity is defined generally as the "added value endowed by the brand to the product" (Park & Srinivasan, 1994, p. 271). Branding has assumed greater significance in recent years, as brand managers have come to ?realize that after years of look-alike advertising and overcopying with me-too ..."
From the Paper "This research examines marketing ethics in the legal industry, the software industry, and Wal-Mart. In the first two cases, larger firms use marketing ethics as an artificial concept to gain a competitive edge over smaller firms in their respective industries. In the final case, Wal-Mart uses marketing ethics as an artificial concept for promotional reasons in its fight for market share in the discount retail market. Each case highlights the relationship between operating in an oligopolistic or imperfect market and the use of ethics as an artificial concept.
Ethics is sometimes used as an artificial concept to gain a competitive advantage. The question to examine involves the circumstances that make business people and business institutions act in unethical-ways. What are the underlying circumstances or market environments in which firms try to use "'ethics" as..."
From the Paper "Introduction
Advertising is one of the most important tools in the marketing mix, and it is the one tool which can raise questions about a company's ethics. Through advertising, companies can inform the public about products, use emotional messages to persuade consumers to purchase goods or services, enhance the corporate image, or lambast the competition. Advertising is regulated by two federal agencies, the Federal Communications Commission (FCC) and the Federal Trade Commission (FTC), with the FCC concerned primiarily with advertising that occurs on the nation's airwaves (either television or radio). Because of the perceived power that audiovisual images can have on consumers, the FCC in particular is concerned about the way in which advertisers present their ideas and how they use advertising to persuade consumers to .."
From the Paper "Introduction
Circuit City is one of the nation's largest consumer electronic store chains. The company weathered the lackluster early 1990s in this industry by using a "showroom" approach to stores which kept its capital costs low and by targeting diverse demographics as it opened new stores. When the consumer electronics market picked up in the mid-1990s, the company was uniquely positioned to take advantage of the upturn. Circuit City competes directly with Best Buy and Tandy Corporation, also specialty retailers, as well as with mass merchandisers such as Sears and Kmart. This research considers the advertising program in place at Circuit City and whether the company could improve its return on advertising through modifications in its promotional efforts."
From the Paper " This paper is an argument against the use of advertising to encourage underage drinking. Current efforts to cut back or entirely eliminate advertising for cigarettes have focused public attention on the role that such advertising plays in creating new smokers and convincing minors to break the laws that ban them from buying, possessing, and using cigarettes. Alcohol abuse presents a problem just as serious and more immediately deadly. While the long-term detriments of smoking have been well documented, alcohol abuse kills significantly more young people. Advertising plays an important role in increasing the appeal of drinking, and recent moves to put hard liquor ads on television are especially disturbing.
When 20-year-old Louisiana State University student Benjamin Wynne died of alcohol poisoning after an all-night drinking binge.."
Analyzes television's cultural and political distortions, the impact on children, gender issues, manipulation of images, blurring of news and entertainment.
2,250 words (approx. 9 pages), 7 sources, 1999, $ 79.95
From the Paper "INTRODUCTION
Television is a pervasive element in American society today and is seen as having a great deal of influence, especially over the young. Numerous concerns have been raised over the influence of television and the impact it has on American social values. That impact is often negative, though perhaps not intended to be so. Television from its beginning has presented itself as a reflection of American society rather than a means of shaping it, yet critics charge that television does shape values and often does so by negating the social values considered most acceptable by society at large. The excuse for doing so is that the fact that people watch shows that they are not offended by the values seen on television. However, many people are offended and have challenged television to promote values beneficial to society..."
Completed research on marketing products (Barbie Dolls and cereals) to children six to 16 years old, survey guidelines, questionnaire for adults and its implications.
2,250 words (approx. 9 pages), 10 sources, 1999, $ 79.95
From the Paper "MARKETING TO CHILDREN: AN INVESTIGATION OF CONFLICTING VALUES
Summary
An exploratory investigation was conducted to assess several issues associated with the targeting by marketing organizations of the children's market segment. A small (20 subjects) convenience sample of parents of children from six-to-16 years old were administered a survey questionnaire to develop the data required to investigate the following research question: "What approaches and practices can be implemented by marketing organizations in successfully targeting the children's market segment that likely will generate the lowest levels of opposition from parents? The general findings of the investigation of the research question were that (1) a majority of parents do not in principle object to advertising and ..."
Abstract This paper presents a detailed examination of the creation of an advertisement. The writer creates an ad for Pepsi Cola and answers several important marketing questions during the design. Looking at factors such as competition, the consumer, media and layout.
From the Paper "The focus of this advertisement development is the brand name of the soda Pepsi Cola. Pepsi Cola is a dark colored soda that combines the sweetness of sugar with the addition of caffeine. Pepsi cola is a popular brand of soda whose chief competition is the brand name of soda Cocoa Cola. Cocoa Cola and Pepsi have many similarities in taste, look, and target consumer groups that it is important to design an advertisement that will allow Pepsi customers to identify with the product and feel a part of a special and elite group of peers."
This paper discusses the basic theme of Jerry Mander's book, "Four Arguments for the Elimination of Television", that whoever controls the media, controls the public.
600 words (approx. 2.4 pages), 1 source, 2002, $ 21.95
Abstract This author states that the media, however good intentioned, is not always as responsible as it could be. The paper states that the public is easily persuaded and that the media has desensitized the public. The author believes that the problem with the media is that is more than a means of communication; it is a business that gets its revenues from advertising and needs to turn a profit.
From the Paper "Advertisers are only going to advertise through the media if people see it. The media has to have something the people want. Think of the media -- let's use a newspaper -- as a clothing store for a moment. If the window display in the store shows clothes that are not your style or your size, you are not going to enter the store. The paper is the same way. If nothing on the front page grabs your attention, you are less likely to pick up the paper. If you do not pick up the paper and look inside, you will never see those ads."
