Abstract This paper evaluates the problem of teen smoking which is on the rise compared to the decrease in adult smokers. It examines the history and causes of teen smoking including the factors influencing children to start smoking at a young age. Children are three times as likely to smoke if both of their parent's smoke and parents' approval or disapproval of the habit is also a significant factor. It shows how the tobacco industry from its earliest marketing days has aggressively targeted young people and the ease of buying such as from vending machines only worsens the problem. It discusses steps that can be taken to eradicate the problem through advertising and restricting sales and concludes with positive action that can be taken to help a teen smoker stop.
From the Paper "Another way to halt the teenage smoking plague is to restrict sales. In 1992, Congress enacted the Synar Amendment, which requires states to put teeth into their laws against selling cigarettes to minors, or lose much-needed federal money for drug and alcohol treatment. The Synar Amendment has gone unforced for nearly three years, awaiting permission of the regulations by the Office of Management and Budget. In the meantime, any real progress on enforcing sales laws has arisen at the local level."
Abstract Brand trust is a very important part of the American marketplace. When consumer develops a trust or loyalty for a certain brand they may use that brand for the rest of their lives. The drive to create these lifetime consumers convinces firms to spend millions to advertise and develop new products. This paper reviews and analyzes the literature on the subject of brand trust and the impact that brand trust has on the marketplace.
From the Paper "According to an article in The Chief Executive a brand is "a guarantee of a certain quality or aesthetic experience extended by a firm to its customers"Firms placed their brands at jeopardy every time they breached their implied contract with customer expectations.?("Brand Blowout") The article asserts that when a customer trust the quality of the brands that they purchase the company that produces the brand must ensure that the quality of the product is maintained. When a company fails to do this customers? may choose to abandon the brand and purchase brands that are produced by competing firms instead."
Abstract This paper discusses how Smirnoff's 1994 campaign, with the theme "This bottle can change reality" was a trend-setting advertising campaign that boosted the product and enhanced its worldwide selling power. It examines how it was based on spectacular or illusion advertising and the three main themes that come out of it: How it alludes to our sense of patriotism, the ability to change our reality, and the creation of image.
From the Paper "In considering ideology, what would be the reaction of people to this advertisement today? After the tragic events of September 11th, this ad might produce two very different responses. One might be an annoyance at the fact that the Statue of Liberty is being linked to a sex symbol. This could be misconstrued as a mockery for some patriotic Americans. Others may view this as a representation of some of the things that are good about America"our freedom, our cities and the Statue of Liberty.
But the whole advertisement is based on that simple concept of illusion. It simply implies that what's in that bottle can change your perception of things, i.e. linking the Statue of Liberty with a very famous pose by Marilyn Monroe. Could that connote that drinking Smirnoff can loosen up even the stodgiest people" "
Abstract Coca-Cola reigns as the most popular soft drink in the world. This paper analyzes how it acquired this status and why, throughout the world, some cultures embrace this beverage, while others boycott it. It examines how Coca-Cola has strong symbolic meanings that influence cultures' consumptive habits but it is still regarded as the all-American drink. Thus it has been viewed by the the French as a cultural threat, seen by the communists as the quintessential symbol for capitalism, and boycotted by the Arabs as a protest of American support for Israel. Mix one part politics, one part culture, a little bit of sweet brown syrup and pour it in a glass of carbonated water and you?re left with the world's most influential, prolific brand name beverage in history.
From the Paper "Sweet, with a little bite, a mysterious blend of spices and a hint of citrus in the after taste, it goes down smooth, especially when it's ice cold. You"ll find in around the globe, in cans, glass bottles, plastic bottles, and super-sized, giant-gulp cups"whether you"re at a gas station, at the movies, or going for a walk in the park, rest assured you"ll be able to buy a Coke. By far the world's most popular soft drink, the familiar brown concoction with the bright red label, Coca-Cola, carries with it a tremendous amount of meaning. Why has this beverage seemingly taken over the planet? With all the other soft drinks out there, what is the magic behind Coca-Cola that makes it so powerful?"
This paper reviews the literature looking at techniques & effects of advertising alcoholic beverages. Examines social, medical, psychological, regulatory, consumer and lifestyle aspects.
3,150 words (approx. 12.6 pages), 12 sources, 1987, $ 111.95
From the Paper " This research will focus on the topic of ethics in marketing. An attempt will be made to provide a philosophical point of view. Following the introduction section of this paper will be a summary of relevant opposing articles and a summary of relevant articles. Where possible, these summaries will include the author's credentials, along with quotes and critique. There will also be a section, devoted to current related developments (current news items). There will also be recommendations that will include opinions and reasons why these opinions are held. The concluding section of the research will discuss the future (legislation, public opinion).
For the purposes of focusing this research paper on ethics in marketing, one major relevant topic related to the topic of (...)"
From the Paper "Audience ratings have been important to the mass media from the beginning of radio broadcasting and have continued to be essential components in the business of television. There are several competing systems that gather ratings for broadcasting, but the most prominent of these is the A.C. Nielsen Company, a name that is known to television viewers who have no interest in ratings or advertising decisions at all. The Nielsen ratings have also been the center of controversy for many years because of the fact that they serve such an important purpose to the television networks in determining what programs are broadcast, and more recently they have been controversial within the networks because of a perception that they are not as accurate as the networks would like.
A.C. Nielsen succeeded C.E. Hooper as the most important ... "
A look at the negative health effects of tobacco including research, prevention and control, advertising and recommendations for economic steps against tobacco companies. Abstract.
2,700 words (approx. 10.8 pages), 13 sources, 1991, $ 95.95
From the Paper "Abstract
This research investigated the issue of tobacco smoking and health problems. The research considered the nature and scope of the problem, as well as the various social, political, and economic issues underlying the community health problem. The data required for the conduct of this research was obtained through a search of the relevant literature.
It was concluded that, as voluntary socially responsible action cannot be expected on the part of the tobacco companies, nor socially responsible legislative and executive action can be expected on the part of the federal government, and meaningful action is unlikely from the judiciary, effective actions must be taken by groups and individuals interested in attacking the smoking problem. Thus, economic action where it hurts must be..."
A study of the appeal of magazine and TV commercials to unconscious impulses such as deception, sexual lures and social dispositions, including the attitudes of the Federal Trade Commission, psychologists and the Better Business Bureau.
2,250 words (approx. 9 pages), 6 sources, 1992, $ 79.95
From the Paper "Subliminal advertising has been a controversial topic since the 1950's, when the first experimental tests in subliminal persuasion were conducted. Larson defines subliminal persuasion as involving "words or pictures, flashed on a movie or television screen so rapidly, played on an audio channel so softly, or disguised in a magazine ad so skillfully that viewers or listeners do not consciously recognize them" (Larson, 1992, p. 42). Although these subliminal messages are not consciously recognized, it is believed that they are "absorbed subconsciously by the receivers" (p.42). In this way, the subliminal messages are presumed to influence the unconscious impulses of consumers. The topic of subliminal persuasion is controversial because some people do not believe it is really possible to influence buying behavior on an unconscious level. In addition, the topic is..."
From the Paper "David Ogilvy is known as one of the primary experts in the field of advertising, and his Ogilvy on Advertising is looked upon by many of his peers as the definitive text on the subject. The purpose of this paper is to write a critical evaluation of what the book's primary ideas are, offering as many opinions and examples as possible.
Ogilvy wants to deal with all aspects of his career, and so he includes a section for the novice on how to break into the business. For the most part, Ogilvy emphasizes education. For example, he states that "to get a job in the Research Department of a good agency, you probably need a degree in statistics or psychology" (p. 35).
It is clear to the author that nothing can replace on-the-job experience, but he is a firm believer in the fact that a good ..."
From the Paper "This paper will explore the relationship between television advertising and political campaigns. Television is an important factor in politics because the medium of television is itself very important in contemporary society. From its modest beginnings in the 1940s, television became increasingly popular among the American people during the 1950s and 1960s. In 1946, there were only seven thousand television sets in American homes; by 1960, "the number of homes with sets had reached forty-five million" (Salmore & Salmore, 1989, pp. 42-43). The number of homes with TV sets has continued to grow, and today "home reception of television communications has become a nearly universal feature of our society" (Cundy, 1990, p. 41).
There is widespread agreement in the literature that television advertising is essential to a successful political ..."
Examines the effects of gender stereotyping of TV characters, discussing TV as a message-giver, advertising, ratings, family roles, sexism and socialization.
3,150 words (approx. 12.6 pages), 18 sources, 1993, $ 111.95
Television is considered a powerful force in American life, whether for good or for ill, and the latter distinction has been much argued over the history of television broadcasting. One of the issues raised in recent years involves how television serves as an example in teaching gender roles to children, and this issue has become more heated as gender roles in society at large have been challenged, analyzed, and tested with the shifts in thinking and behavior that have taken place over the last two decades. It is not surprising that critics of television cannot agree on the effect of gender role presentation in the media when they cannot agree among themselves on what types of gender roles should be projected in the first place. Some theorists have simply approached the issue with the question as to whether or ..."
From the Paper "Case Problem
An advertising campaign undertaken in behalf of Benetton stores under the name "United Colors of Benetton." This campaign generated considerable controversy. It was designed as a $60 million ad campaign and produced one controversial advertisement after another, causing critics to speculate about Benetton's motives, whether the company was sincere in promoting the political and social agenda inherent in the messages in these ads or was merely trying to shock consumers into taking note of the company name. Levin notes this issue when he writes that critics had started "to speculate Benetton is making a concentrated effort to present shocking images to gain attention rather than create genuine product advertising" (62).
The issue is whether this campaign is effective for the..."
From the Paper "Philip Morris Companies, Inc. is a leading consumer products company with three major segments: tobacco, food and beer. Each of these strategic business units (SBUs) is a significant force in its respective market; the company is the largest cigarette company in the United States and the largest American food processor (Shea, 1993, p. 1822). Philip Morris has among its assets the most valuable brand in the world: Marlboro (Morris, 1993, p. 43). This research examines the advertising campaign that created this successful brand, and the strategies that have driven the campaign.
In 1992, Philip Morris dominated the domestic cigarette market with approximately a 45 percent market share. Tobacco products accounted for 43 percent of 1992 revenue and 69 percent of the company's operating profit (Barrett, 1993, p. 317). That..."
From the Paper "The effect of gender roles on television have been considered in recent years by sociologists and psychologists as well as media critics, in part based on a concern that the way women are portrayed in the media has a deleterious effect on the way women are viewed in society at large. Women's roles in society have been changing through the determined efforts of feminists and sympathetic political groups over the past two decades, and some of these changes are clearly reflected on television, in film, and in other media portrayals. At the same time, it is evident that progress in changing media portrayals is behind the curve as far as the degree of equality that should be depicted, the roles given to women in the media, and the roles women play behind the scenes in the media as well. Some areas of the media are more regressive than others in this regard, and a..."
From the Paper "McCann-Erickson is one of the nation's largest advertising agencies, with offices and subsidiaries around the world. McCann.Erickson is itself, however, a private subsidiary of the Interpublic Group of Companies (IPG), one of the world's largest advertising agency systems. The advertising agency functions of IPG are carried out in more than 75 countries. In addition to McCann-Erickson, Lintas Worldwide, Dalley and Associates and the Lowe Group are also part of IPG's holdings. Advertising agency services are offered in 22 other countries through association arrangements with local agencies that IPG has established.
The principal functions of all of IPG's advertising agencies are to plan and create advertising programs for clients, and to place the advertising in various media, including radio, television, magazines and newspapers. The usual advertising ..."
