Abstract Advertizing is a major marketing tool for organizations to sell their products and services. The paper argues that in conservative societies however, it is virtually impossible to convey message in an attractive way. This paper discusses the Saudi society and the approaches to advertizing as compared to the United States. It discusses advertizing mediums such as television commerical and the internet and shows how messages put across to the consumer differ between the two countries, based on cultural demands.
From the Paper "Extensive efforts are made to keep the society segregated so that no mingling or socializing for the two is possible. As a result, educational institutes are segregated and the workplace does not employ women much. There are strict laws regarding women covering themselves, traveling with a male relative and driving. Moreover, media, along with the Internet, is heavily censored for any trace of irreligious content. However counteracting this heavy religious influence is the compulsory economic development that Saudi Arabia cannot avoid or stop."
Abstract The paper begins with a history of advertising over the internet and with looking at how advertisers turned to web advertisement. Next the paper discusses types of advertisements and their various features. Following this, the paper looks at current trends and estimated growth of the market. The disadvantages of this method of advertising are listed and options for the future are explored. The paper concludes with an evaluation of the effectiveness of web advertising.
From the Paper "The whole history of Internet advertising started in the middle of 1990s when the Internet was first functioning and commercially launched as the part of technological contribution to worldwide communication.
In a very short time, this issue had changed everything in the world, and made a big revolution to the traditional media-based marketing approaches. Big capital companies soon turned their heads to examine this newly born marketing trend, along with giant fund allocation for market researches and the future growth."
Abstract This paper is an international political economy examination of the role of advertising on the promotion of globalization. The author theorizes about the role advertising plays in the creation of global consciousness and how they create consumption, leading to globalization. It is concluded that through the advertising industry, we can both see the progression of globalization and observe the process in action.
From the Paper ""Where's the beef"? These three words catapulted Wendy's into the North American media spotlight during the mid-1980s. As a direct result, their revenues increased by 31% and their profits by 24%. "Where's the beef"? became so ubiquitous that vice-presidential candidate Walter Mondale used it during the 1984 US presidential campaign. Such is the power of advertising, and as such, the power of the advertising industry. An arbiter of the "cool", the "useful", and the "now"; the power of the advertising industry is arguably a reflection of the increasing importance of "the sell" in modern society. Major daily newspapers devote pages to the latest (and greatest) deals, mergers, and acquisitions of major corporations. Business news broadcasts on radio and television, relay these same deeds with all the excitement of sporting events. Politics itself is increasingly being "sold" to the public. The "packaging" of political ideas into crisp soundbites, political candidates into ideal persons and the "spinning" of issues in order to get the public to accept (or buy into) a particular candidate or side of an argument, has increased greatly in the past twenty years. The advertising industry has become increasingly forthright in telling the public that its endeavouring to sell them products, and even "spin doctors" as they are colloquially known, have stepped into the fore of the political arena. There are magazines devoted to praising, criticising, and poking fun at advertising tactics. In the political arena, there is an increased effort to not only recognize the "spin" of an issue, but to also anticipate what form the spin may take on certain questions. In this environment, the advertising industry has become an increasingly relevant factor in everyday life and, concomitantly, in the study of international political economy (IPE). Not because of the obvious fact that many of the larger advertising firms are transnational in nature and therefore, directly within the IPE's sphere of study. Rather, the industry's relevance stems from the fact that its purpose, talent, and trade is persuasion ? persuasion that is increasingly being carried out internationally. This paper will argue that one such consequence has been, and continues to be, the perpetuation of the process of globalization. By globally executing marketing and branding campaigns, the advertising industry furthers the process of globalization by leading to the formation of multiple global consciousnesses along the lines of consumption ? consumption that has played a role in generating."
Abstract This paper examines the use of entertainment personalities in advertising commercial products through the example of Pepsi's use of Madonna. It illustrates how companies try to tie the success of the artist to their product. The paper demonstrates the need for clear evaluation of the celebrity endorser, their public image, and if the relationship between the artist and the product applies to the advertising rules.
Table of Contents:
Summary of Major Points
Recommendation and Justifications
Implementation Requirements
Control
From the Paper "Advertising has invaded fashion and politics; it has also invaded every facet of the entertainment industry. Commercials now use the best film directors, actors, and cinematography to create watchable miniature movies. In some instances, we have already reached the point where the quality of commercials outshines the quality of entertainment offered side by side on the same network. Meanwhile, recording artists have made the crossover. When Pepsi picked Madonna, the choice turned out to be too hot to handle. The $5 million campaign featuring the extravagant vocalist had to be scrapped because of its links to Madonna's highly controversial "Like a Prayer" music video."
Abstract The controversy over negative campaign advertising amongst political opponents has been the source of much debate in the past few years. The 2002 American congressional election proved to be no exception to the use of negative ads. This paper provides information concerning the issue of negative campaign ads. It explores the statistical data available about the subject and the effects that negative ads have on the voting public. In addition provides information concerning the impact of negative campaign ads on candidates and political parties.
From the Paper "In another election featuring Myrth York as the democratic candidate for Governor and Don Carciri as the Republican Candidate negative ads also played a role in the loss of the election. By all accounts York was ahead in the polls but her negative attacks against he opponent proved to be her undoing. This was the second time that she had run foe office and in her pervious attempt she had also lost because of negative campaigning. In the most recent instance the ads that she promoted rubbed constituents the wrong way and proved to be unfounded. This is yet another case of a candidate crossing the line and engaging in negative campaign."
Abstract This paper looks at the new marketing strategies being used by Estee Lauder International in their bids to enter and break into the Asian beauty market. It examines the differences in culture and concepts of "beauty" and what Asian women consider to be attractive. It also discusses which Estee Lauder products would be successful for Asian features.
From the Paper "In 2002, Estee Lauder plans to bring the younger and fresher image to accentuate the brand for the existing customers in the US and Europe. The decision to establish new campaign in four different seasons this year is a fresh splash on public recognition. Using the new strategy, the companies can also advantage from the new look to penetrate deeper into the less explored international market."
Abstract This paper first describes the magazine; its demographics and target market. It then analyzes the whiskey ad and gives possible interpretations.
From the Paper "The November edition of Rolling Stone Magazine is quite eye-catching. They have printed special collectors? editions with not one, but three different covers. All covers use characters from "The Simpsons" television cartoon.
The magazine I purchased features the backside of character Homer Simpson. He is in a pose much like that of music artist Bruce Springsteen's ?Born in the U.S.A.? release. Homer wears a white t-shirt and has a red baseball cap tucked into his rear pocket. It was a well-remembered album cover, which is important to note because the other magazine covers also reflect memorable albums. Nirvana had a cd cover of "Nevermind" with a baby under water, eyes wide-open and reaching out to grab paper money in front of him. Rolling Stone used Bart from "The Simpsons" to duplicate this idea, grabbing a dollar bill with Krusty the Clown pictured on it. The third collectors? cover features the entire Simpsons family walking across the British crosswalk, as in the Beatles? "Abbey Road" cover."
Abstract This paper discusses the many ways that the media blatantly objectifies women: Violence and gratuitous sexuality (perceived as normal), video games, pornography, slasher movies, clothing ads with images of string bikinis, nudity, and frivolous sexual behavior and advertising that exposes more female sexuality then the product it is try to sell. The author states that until something is done to turn off this shower of filth, nothing will change in future generations; women will have to continue their unjust struggle against the all powerful media.
From the Paper "We do not just begin to receive media influence about women as objects in our teen years, where we are exposed the most; we are also subject to images at much younger ages. Video games that young boys grow up playing tell them at ages as early as 5 or 6 that violence against women is fun and exciting. ?In Duke Nukem 3D players earn points by killing prostitutes. In addition to presenting women as sex objects, the game awards players for harassing women and throwing cash at them. The game presents women as powerless and shows them tied to columns pleading ?Kill Me, Kill Me!!? At the tender age that children are exposed to these images it is no wonder that our society is one where women are regarded as objects or toys or violence and pleasure."
Tags: pornography, violence, frivolous, filth, games
Abstract This paper outlines the development of Pepsi Cola from its discovery in 1893 by Caleb Bradham, a young pharmacist from North Carolina to the multi million corporation it is today. It examines its advertising techniques over the years beginning with the very first advertisements and moving on to the different campaigns used through the 70s, 80s, 90s and today, evaluating different marketing campaigns, their effectiveness and how they impacted the wider marketplace. It looks at how Pepsi's branding strategy includes maintaining the brand equity and upholding the positive associations that are often linked with the Pepsi brand name such as youth, love, joy, and excitement and how Pepsi constantly tries to reinvent itself and invent new products and ideas.
From the Paper "Pepsi uses concepts, words, pictures, and visuals to complete the total concept for their advertising. Their logo is red, white, and blue portraying patriotism and an American classic taste. They also use the color blue frequently for their packaging, which is a refreshing color. The strong colors of red and blue are good at attracting a lot of attention. All of their products and advertising have the five basic design principles of unity, harmony, sequence, emphasis, and contrast. Their products? design is in a stately orderly format that commands authority and also emphasizes the products? refreshing, and cooling qualities."
Abstract Discusses the health risks of smoking and nicotine addiction. Oklahoma as the most high-risk state. Health, human and financial costs documented by various studies. Problem of aggressive tobacco company marketing. Proposes an incentive-based learning and internalization program to reach vulnerable high schools students in one Oklahoma City country.
From the Paper "Statement of the Problem
Beckham County, Okla., faces a significant health risk from the phenomenon of teenage smoking. The most recent data available show that Oklahoma is among the most at-risk states in the country for smoking, with 46% of Oklahoma's high school students identified as smokers in 1999, compared to 36% nationally (21% in Florida) (OSBH, 2001). Some 25.2% of Oklahoma adults smoke, compared to 22% nationally.
Smoking and other uses of nicotine have been positively associated with cardiovascular disease, heart attacks, emphysema, premature births and low birthweight, and bladder, throat, and lung cancer, among other serious health problems. Adolescents are particularly vulnerable to nicotine addiction. Oklahoma's State Department of Health reports that more than ..."
Abstract Examines the cross-cultural representation of women's sexuality. Focus is on White, African Americans, Hispanic and Asian women. Idealized sexual images of women and effect on modern culture. Negative influence on young women. Roles of wife, mother, nurturer, superwoman (career and family) and sex object. Race as a social construct.
From the Paper "CROSS CULTURAL REPRESENTATION OF WOMEN'S SEXUALITY IN US MEDIA
Introduction
The following research paper will explore the cross cultural representation of women's sexuality in the U.S. media, with respect to white, black, Asian, and Hispanic women. A comparison of these groups will be included in the discussion.
Women's Sexuality in the U.S. Media
Women's sexuality in the media is reported to reflect the ideal body image or shape and this image is viewed as socially acceptable and therefore internalized by women. Research shows that the media image of a woman's body has changed over the last 20 years to include a decrease in bust and hip measurements. Magazines have more articles on beauty and weight loss topics than before. Individual awareness of this sociocultural ..."
Abstract This paper states that P&G's rise to the top was predicated on innovation, in product development, market research and in advertising. The author believes that not only is P&G's in touch with the pulse of the world's culture but also they have been active contributors to that culture's formulation. The author relates that the name Procter and Gamble is known to consumers around the globe because the company has consistently maintained one of the largest advertising budget of any consumer company in the world.
Table of Contents
Introduction
History
Segmentation
Brand Loyalty
A Deal with the Devil
Price Wars
Future
From the Paper "P&G was founded in 1837 when a Cincinnati father suggested that the two men married to his daughters, one a candle maker, the other a soap maker, should form a company together. The brother-in-laws, William Proctor and James Gamble, both Irish immigrants had settled in Cincinnati and met through the sisters they married. Each invested about $3500 a piece to form the start-up of a company that specialized in making soap and candles. In 1850, their trademark moon and stars logo began to appear on all their products. That trademark would become a source of P&G's greatest marketing setback, when it was falsely linked to Satanism a hundred years later."
Abstract This paper looks at how posters have always carried with them the ability to communicate in a unique way. When combining art with other interests, posters can become powerful tools of communication. The paper gives examples of how posters can promote a cause, sway peoples opinions, and be used as art. It concludes with proof that posters can capture the mood and culture of an era and represent effective uses of design elements.
From the Paper "This new art movement became known as Art Nouveau, which was the leading international decorative style of the early nineteenth century. Art Nouveau posters featured a flowing line which was inspired from nature. The style of this movement was all-encompassing, gathering influence from architecture, graphics, and furniture. Art Deco became the leading international decorative style after World War I and maintained popularity until World War II. Art Deco is best described as a machine age aesthetic, replacing the flowing line of Art Nouveau with streamlined, geometric designs with designs that represented speed and power. Other poster movements that created trends were Capiello, Object Posters, International Typographic Style and the Poster Style."
Abstract This paper begins by providing an historical background of the society in America in the 1980s and how advertising was geared towards this society. The writer explains that as older party and political structures declined, advertising became central to campaigns by the 1980s. In order to compare two advertising forms, the writer looks at two particularly effective campaigns, both by Republicans; one positive and one negative.
From the Paper "The positive campaign, for the 1984 Reagan re-election campaign, had the theme "Morning in America." The specific images were forgettable enough--family picnics and the like, shot in a soft-focus flavor if not literally with soft focus, but the campaign achieved its enormous effectiveness from its background. The decade of the 1970s had been a dismal one for the United States, beginning with the Vietnam War and civil disorder, and ending with oil crises and the Iranian embassy hostage crisis. The central theme of the 1984 ad campaign was that Reagan, almost through sheer force of personality, had halted this national decline; we had passed through the dark night and under Reagan it was indeed Morning in America again."
Abstract The writer presents an overview of "Students for Sale", an article that discusses the way many schools are accepting corporate money in exchange for allowing different forms of advertising and marketing in the public schools. The paper cites specific examples used by Manning where advertisers have entered the schools to promote their products to the student body. The writer looks at the reasons why schools allow such promotion on campus and relates to the benefits and harm caused by such activity.
From the Paper "Manning analyzes the specific cases of Palmer High School in Colorado Springs, where advertising messages are found throughout the hallways, where the snack bar has new vending machines with specific companies, where computers have ad-bearing mouse pads, and where the gymnasium is decorated with banners from corporate sponsors. This explains why advertisers want to advertise, but the real question is why school districts want to be partners in this process."
