Abstract The paper identifies and analyzes the characteristics of these three consumer market groups and then discusses ways in which marketers can use those characteristics to profitable advantage. The writer employs statistics to give a numerical focus to the population in the United States today, outlining characteristics of each population and giving marketing strategies for reaching each consumer group.
From the Paper "The best way to reach these immigrants (and their potential dollars) is through the distribution of radio commercials and staff-produced stories on Spanish-language radio programs. Moreover, because the country at large expects strong increases in the Hispanic people, media companies are spending large amounts of money hiring consultants to help them do a better job of reaching Hispanics (Medina, Saegert, & Gresham, 1996)."
Abstract This paper reviews various methods used by companies to attract children. The traditional method of television has long been a successful vehicle for marketing goods and services to children, even when the goods being purchased are being purchased by adults. The writer states that children are one of the most rapidly growing groups of users of the Internet and therefore explores E-commerce as it is embraced by industry as a whole.
From the Paper "Electronic commerce brings together buyers and sellers through the Internet, eliminating (in some cases), or minimizing (in other cases), the need for significant physical presence (so-called brick-and-mortar commerce) (Emmanuel, 1999, p. 2-8). Electronic commerce makes it possible for even small organizations to conduct business on a global level, and inventory levels for retailers are often minimized as orders for goods are placed only when the sale is made and funds received, a transaction which is also handled electronically."
Abstract In this paper, the author looks at the growing outdoor advertising industry and discusses the reasons for its increasing popularity over traditional advertising methods. The act of using personal vehicles to carry advertising messages is a rising economic trend due to the continued growth in American driving.
From the Paper "Traditionally, billboards and outdoor advertising have been considered an inexpensive way to reach consumers in targeted areas with specific businesses. One of the fastest growing sectors of the outdoor market is the emergence of the Internet E-commerce companies. One of the focuses that Driving Billboards is taking in the future is to determine methods of linking drivers who use mobile phones (an increasing segment) with the emergence of wireless internet connectivity and offer dot.com companies package deals, where they can advertise on a car or truck, with an advertising message that asks drivers to click on the Internet site for instant response. The future of this field is limitless."
Tags: public, transportation, media, sales, phillip, morris, general, motors, distribution
A proposal to examine the nature of brand imaging and its impact on E-business and the role of cultural and socio-economic factors on brand imaging and performance.
Abstract Creating and managing brand image is a critical part of any retail business's overall marketing plan. Yet research is lacking that demonstrates clear correlational links between cultural and socio-economic factors and branding imaging and performance in global markets, with particular regard for Internet-based businesses. The paper proposes a study to examine and identify the assorted cultural and socio-economic dimensional characteristics of foreign markets that are theorized to affect brand imaging and performance. The study proposes to obtain and analyze data from a multinational sample of internet business managers, representing 10 countries and 25 regions within these countries, in order to collect data related to the proposed study variables. The ramifications of the study findings for businesses that market brands globally over the internet and suggestions for further research are discussed. Chapter One includes an introduction and background of the problem and a theoretical framework for the study. This section is followed by a rational for this study, the research hypotheses and definitions of key concepts. Chapter Two presents an extensive literature review of the research topic and variables involved; this includes the concepts of brand image development, image branding strategies, cultural and socioeconomic market factors and product performance in the global market. Chapter Three presents information on the study's methodology, including research design, sample, survey questionnaire, procedures and data analysis. Results are presented in Chapter Four. Chapter Five includes a discussion of the managerial and theoretical implications of the findings and suggestions for further research.
From the Paper "With so many new companies appearing daily on the Internet, the effective manager must develop a marketing plan that presents products to the largest possible audience of customers. This is where brand image formation comes into play, as products and brands are frequently used to express cultural principles and determine cultural categories. Since brands and products that cross cultural boundaries can lead to customer confusion (certain goods may not be valued for the same reasons across cultures), effective marketers must ensure that the values communicated by their products and brands are meaningful to customers in their target audience (Steinberg & Klein, 1998). Identifying the pertinent cultural and socio-environmental characteristics that satisfy consumer needs should help marketers choose brand image strategies that have the greatest potential."
Abstract The democracy of goods concepts in advertising allows consumers to believe they can be equal to the rich and famous. In his book "Advertising the American Dream", Roland Marchand describes advertising strategies from the 1920s to the 1940s. In making this analysis, Marchand describes the appeal of the democracy of goods as a major concept underlying the advertising of the period. A consideration of this concept in the paper and how it applies to modern advertising, shows that the concept is effective in describing modern advertising strategies. Some minor changes have occurred in response to changes in society. However, on the whole, the concept, including the desires and ideals central to it, have remained the same. The paper examines three advertisements: pop-star Britney Spears drinking Pepsi, 'James Bond' promoting Jaguar Cars and supermodel Cindy Crawford wearing an Omega Watch.
From the Paper "Celebrity status now has greater meaning. Individuals that inherit fortunes do not appear in a significant amount of advertisements. However, individuals that achieve success, fame and fortune do. Idealized individuals are mostly movie stars, television stars and sports stars and these celebrities are most commonly featured in advertisements. The amount of celebrities that feature in advertisements can be linked to the desire people have to be something better. Since these people have earned their fortunes in some way, this reinforces to consumers that success is achievable. This makes it easier to believe that having the same product as the successful individual will make them successful also. This advertisement with Britney Spears drinking Pepsi as a means of convincing other people to drink Pepsi is based on the same desires and ideals as the 1920's advertisements. Britney Spears is what people want to be and physical possessions are seen as a way of attaining that same success. By buying Pepsi individuals feel that they are equal to Britney Spears."
The paper analyzes the ways magazines have to change with the times and carry out business research in order to target the maximum number of readers and advertisers.
Abstract The paper looks at the match a mazagine must make between different readers' interests, advertising and magazine content, focusing on the magazine "Women's day". The paper examines the different questions that must be researched such as: what subjects are covered, what products are advertised, and what are readers of the magazine interested in. The answers to these questions allows a magazine to recognize how it can improve its publication and generate greater advertising interest.
From the Paper "Woman's Day is a magazine based on providing content that appeals to the average woman. However, as society has changed, so has the average woman. It is no longer appropriate to consider that the average woman is a wife and mother who stays at home and whose main priorities are to cook, clean and look after the children. For magazines like Woman's Day this became a problem when it was realized that it was no longer easy to define what the average woman wanted. In addition, it must be noted that a significant proportion of income for magazines like Woman's Day does not come from the purchasing price but from the advertising revenue (McCracken, 1993, p. 91). A business need for the magazine is to generate advertising dollars. This becomes a problem when the average woman changes. It is no longer appropriate to assume that the magazine is only useful for advertising food and cleaning products. The magazine needs to increase the range of products it advertises to ensure consistent and ongoing revenue (McCracken, 1993, p. 91)."
Abstract This paper describes the benefits of direct marketing. Direct marketing includes six different methods, and the paper explains what each one is: direct selling; direct mail ads; direct mail catalogs; telemarketing; direct response ads and interactive electronic media. The paper includes actual examples of each of these methods. The writer believes that in today's marketplace, direct marketing is a highly effective means of getting ad messages direct to the customer or prospect to produce some type of immediate action.
From the Paper "Different companies organize their direct selling campaigns in different ways. For example, a company may operate on a one-to-one basis, in which a salesperson gives a personal sales pitch to a potential client, or it may operate on a part plan basis, in which products or services are demonstrated to a group of prospective customers by a salesperson.
Many companies find network marketing or multilevel marketing to be beneficial to their business."
This paper is a marketing analysis for the introduction into Japan of established, technologically superior sanitation products from the United States.
Abstract The paper explains that the United States? sanitation company wants to extend its market into Japan because the product demand for sanitation products is large, thus providing an opportunity for better profits. The author believes that the language problem is a strong marketing barrier and that there are many local products. The paper states that the company might face import problems because the government in Japan would certainly introduce some kinds of taxes, which would discourage people from importing these products from the United States or any other foreign country.
Table of Contents
Introduction
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Marketing Plan
Synchronizing with the Market Realities
Export and Product Deployment
Assigning Distributors and Dealers
Market Penetration
Advertisement
Intellectual Right
Conclusion
From the Paper "Even though the company is proficient in retail as well as direct marketing, there will be a definite change in scenario once the operation shifts to Japan. The company, as its first steps, has to ensure that the exports to Japan happen in a smooth manner. Before the actual commencement of exports, the company must ensure that its products are produced in the right quantity and is exported according to the needs of the Japanese market. Any problems with logistics or misinterpreting the demand dynamics in the Japanese market could create a lot of problem for the company and result in losses."
Abstract Public media provides a channel for people to communicate among each other. This communication takes on various forms. Advertising is one area where meaning is intentionally created. Newspapers and magazines report both news and opinions. Even music is a means of communicating to a mass audience. All of these forms of communication create meaning and one of the underlying factors present in all is gender. Each of these forms of media create certain ideas about masculinity and femininity. Some authors argue that the end result of this is that men become objectified as masculine and women become objectified as feminine. The emphasis is often especially on the dehumanization and stereotyping of women via their physical body and class status. For example, women are seen as objects of desire, valued for their attractiveness but with little else to offer, while men are seen as superior to women. The paper discusses three authors whos consider these meanings and how they are created - Susan Faludi, Joan Morgan, and Jean Kilbourne. Each of these authors look at how gender is created in a certain form of media and each suggest that the media creates an exaggerated and misconfigured view of the role of gender. The paper shows, however, that what these authors fail to recognize is that the media as a whole is communicating a range of ideas on gender roles and that those ideas generated have their basis in society itself. The paper argues that these authors seem to generalize themselves, suggesting that the media is responsible for exaggerated roles of gender. In contrast, by taking a closer look, this paper illustrates that the media only represents the general views of people and that the media does not really offer only one view of gender.
Paper Outline:
Introduction
1. Media as Communication
2. Argument that Media Creates Ideas on Gender
3. Focus on Gender Ideas about Women
4. Introduce Three Authors with Ideas on Gender Creation in the Media
5. Argument: The Media only Represents the General Views of People and the Media does not really offer only one View of Gender
From the Paper "Each of these articles expresses the view that the media creates a certain image of women. In each case, it is also expressed that this is an exaggerated view of women. Kilbourne offers advertisements where the sexuality of women is taken to an extreme, such as by including bondage and violent images in addition to sexual ones. Morgan describes hip-hop music where the lyrics represent an exaggerated view of women. Faludi shows how a group of boys with behavior that can be described as extreme in the way they view women, came to represent the general view of the young male's view of women. In each case, the views expressed are exaggerated claims. For example, the young boys in Faludi's articles do not likely represent the views of the average young male. However, their coverage in the media may have created the impression that their views are closer to the norm than they really are. In summary, each of the articles are correct in saying that the examples they represent create exaggerated views."
Abstract This research paper provides an overview of marketing and advertising strategies utilized within the computer hardware industry. The strategies of market leaders - Gateway, Dell and Hewlett Packard -are examined. As each company is analyzed, comparisons and contrasts are made with strategies used by the competitor. The paper concludes with a summary of the findings.
From the Paper "As reported by McWilliams (1997), within a six month period, Dell emerged as the number one PC retailer on the Web. Moving from the company's direct-sales program via the telephone, Dell recognized the potential advantage that direct-sales marketing via the internet offered and placed itself in the position to assume first place within the computer hardware industry. McWilliams also reported that Dell has been successful in offering a manufacturing and assembly process that is fast and fine-tuned, allowing for a custom order placed at 9 a.m. on a Monday to be placed on a delivery truck by 9 p.m. Tuesday. The speed associated with its production of PCs has allowed the company to slash inventories and keep parts costs down so low it can underprice its rivals by 10% to 15%."
Abstract Advertising has long been associated with unreasonable claims, in fact, we have come to expect them. Advertisements quite often imply qualities about the products and people within the context of the ad that are simply impossible. Over the long-term, our culture has grown to accept advertisements as a fiction into which we are drawn for 30 seconds. During that time, the viewer suspends disbelief because of the formula at play and simply accepts the fiction that surrounds the product. In the realm of diet advertising, however, such fictions have turned out to be potentially dangerous or even deadly. Diet product and diet advertising has long made irrational claims about enormous changes in the body over impossibly short periods of time. Research shows that the level of false advertising in commercials for diets and diet products is staggeringly high. The FTC found that 55 percent of weight-loss ads make claims that lack proof or very likely are false (Eggerton, 2002). In fact, this problem has been ongoing since one of the first false-advertising in diet commercials claims was made; in 1993, the Federal Trade Commission charged that five of the nation's largest commercial diet-program companies have misled consumers by making unsubstantiated weight-loss claims and by using deceptive testimonials ("FTC Accuses Five Diet Programs of Deceptive Advertising", 1993; Cordes, 1993). It is proposed that research will demonstrate that the effect of false advertising (and thus false expectations) about diets and diet products has resulted in a greater health crisis in relation to weight than ever before.
Abstract Advertising has long been associated with unreasonable claims, in fact, we have come to expect them. Advertisements quite often imply qualities about the products and people within the context of the ad that are simply impossible. Over the long-term, our culture has grown to accept advertisements as a fiction into which we are drawn for 30 seconds. During that time, the viewer suspends disbelief because of the formula at play and simply accepts the fiction that surrounds the product. In the realm of diet advertising, however, such fictions have turned out to be potentially dangerous or even deadly. Diet product and diet advertising has long made irrational claims about enormous changes in the body over impossibly short periods of time. Research shows that the level of false advertising in commercials for diets and diet products is staggeringly high. The FTC found that 55 percent of weight-loss ads make claims that lack proof or very likely are false (Eggerton, 2002). In fact, this problem has been ongoing since one of the first false-advertising in diet commercials claims was made; in 1993, the Federal Trade Commission charged that five of the nation's largest commercial diet-program companies have misled consumers by making unsubstantiated weight-loss claims and by using deceptive testimonials ("FTC Accuses Five Diet Programs of Deceptive Advertising", 1993; Cordes, 1993). It is proposed that research will demonstrate that the effect of false advertising (and thus false expectations) about diets and diet products has resulted in a greater health crisis in relation to weight than ever before.
Abstract Children and adolescents have been addressed by manufacturers as a major market niche that has been previously untapped: While children and young adolescents (defined hereafter as children between the ages of one and twelve) do not generally have their own source of income, manufacturers have become aware of the influence that children have upon the buying power of their parents. In addition, children have a greater source of personal revenue (from allowances, gifts and so on) than at any other time in history. These forces have combined to make children an acceptable - and lucrative - target audience for advertisers and manufacturers alike. This paper addresses the economic and the strategic significance of advertising to children.
Abstract Ethics of advertising intends to ensure that advertisers and consumers co-exist without being harmed by the messages of advertisements. Ethical advertising provides as much truth as possible without undermining the autonomy of consumers to reflect critically upon their desires and interests. Unethical advertising, by contrast, deceives consumers by concealing significant facts about a product or service being advertised. Legal framework ensures that advertisers do not deceive consumers by conveying deceptive messages. Legal actions against unethical messages, however, are corrective rather than punitive.
Abstract Details the major players and their rise to the top of this industry. Shows the importance of advertising and niche marketing which is particular to this industry. Gives examples of how soft drink companies used niche marketing to corner different sectors of the market. Reaches into the future of this industry and shows how this industry and it's responsibilities are changing.
