Abstract This paper explains that packaging plays two important functions: To be attractive to the consumer and communicate the right brand messages to be functional. The author presents a consumer cost-per-ounce argument and concludes that the 10 oz. aerosol can is the best consumer value. The paper stresses that the cost of producing aerosol cans is lower than that for tubes.
Table of Contents
Economics of Three Options
Incremental Contribution
Test Marketing
From the Paper "The three items, 5 ? oz tube (x), 5 ? oz aerosol can (Y) and 10 oz aerosol can (Z) will be available at the price of $3.95, $3.50 and $4.25 respectively. The company is deciding to set this price for the three items and it is therefore important to see which options would prove to be most feasible in the long run at the current price level. For this reason, we shall calculate the contribution that will be made by each item if they go into the market with this price tag. It appears from general study of prices that there exists a small gap of $0.75 between Y and Z while the oz difference is quite wide and this will only urge the customers to opt for Z instead of Y."
Abstract This paper presents a critical overview of American consumerism and how images are "sold" to American teenagers.
From the Paper "The media puts a tremendous amount of pressure on teens, telling them they are not cool enough without a certain look. The only way to get the look is to get the product. It's a world made of marketing and many factors show that marketers have gone too far in their attempts to reach the hearts- and wallets of America's youth."
Abstract In recent years, legislation, such as the passage of the V-chip law, has made an attempt to address the problem of violence, sex, and overly obscene programs on television. This paper educates the reader in regards to the effects of television and commercial advertising. The paper allows the reader to decide on just how controversial advertising really is.
From the Paper "A controversial issue is often raised towards the alcohol advertiser's intent or style of approach in regards to the target market that they are trying to reach. The biggest problem thatthe Alcohol Industry needs to address is the fact that many of the ads are linked to sex, power and success fantasies. This is where the going gets rough and where the censorship factors are showing their value. Alcohol use has never really put anybody high up on any success ladder. Do you yourself know of anybody that really made it to the top by drinking? Obviously it becomes a controversial issue."
Tags: high, jerry, life, litigation, miller, scandals, springer, television
Abstract The writer of this paper details the symptoms as well as the media's contribution to body dysmorphic disorder, also known as distorted body image. Body dysmorphic disorder has become a tremendous problem in today's society due to the barrage of negative messages sent to women by the media. This paper discusses the effect of the media, in all its forms - television, radio, print advertising, internet, etc., which has an enormous influence on what people deem as attractive in today's society. The unnecessary emphasis the media places on appearance tends to adversely affect the mental and physical health of those it comes in contact with. Body dysmorphic disorder can lead to damaged self-esteem, depression, and eating disorders such as anorexia and bulimia. This paper details the manner in which advertisers place heavy emphasis on physical appearance as a means of selling products. Too often in doing so, unnecessary pressure is placed on women to conform to unrealistic and oftentimes, unhealthy standards of beauty.
From the Paper "Women want someone they can relate to. The Body Shop, a supplier of natural beauty products, offered a much-needed change from the typical message provided by advertisers; "There are three billion women who don't look like supermodels, and only eight who do. The Australian magazine New Woman included a picture of a heavy-set model on its cover recently. This action produced a lot of positive comments from the magazine's female readers. Despite this fact, advertisers threatened to pull their sponsorship. This shows that advertisers know what they are doing when they include a woman whose body is unattainable to society at large."
Abstract This paper is an analysis of a case study involving the Gillette company. The writer discusses the company's operations in Indonesia in 1995. Th writer looks at the function of marketing within a company and discusses what Gillette's marketing strategy should be. The writer examines which of the 4 P's of marketing should be manipulated to help Gillette increase sales and profits.
From the Paper "Marketing is the business function that attempts to address customers' unfulfilled needs and wants. The role of the marketing department in a company is to identify and measure customer wants, needs and determine which of them the company can serve, decide on the appropriate products and services and prices and determine the level and mix of advertising and promotional activities. The most successful marketing managers understand the objectives and resources of their company and make decisions that take into account the constraints the company ... "
Tags: Case study, Harvard Business School, Indonesia, Gillette, price, product, place and promotion, market share
Abstract This paper argues in favor of the restriction of tobacco advertising that targets youths under the legal smoking age. Through the use of statistics, and personal experience, the author argues the extent of the protection allowed under the First Amendment to tobacco companies and their advertisers.
From the paper:
"Some of these regulations include age verification (by sales persons), the elimination of free samples, and denial of sponsorship of social/cultural events. As it is yet too early to judge whether these newly implemented restrictions will have a great influence on youth consumers, one can only hope to see improvements soon. As I had at one time worked in a store that sold tobacco products, my opinion is that even these new regulations are not enough. Many salespeople simply do not bother to check age identification of tobacco consumers."
Abstract In this paper the author takes a close look at the Coca-Cola Corporation. The author looks at the management and how Douglas Daft came to the helm with his new philosophy of thinking "local", rather than global management. The author examines what has happened to Coca-Cola over the last few years in various countries and how this has effected its reputation. The author them moves on to discuss Coca-Cola's relationship with its bottlers, trade unions and profit margins. Finally the author looks at how Coca-Cola has re-established itself in China, creating a new business model and its wars with competitors.
From the paper:
?Coke's overwhelming success in the U.S. is in large part due to its bottlers. Daft's decentralization strategy reassigns much of the work performed by 29,000 laid-off employees to the "anchor bottlers" (for marketing and sales) and to sub-contractors (for plant and office maintenance) resulting in fewer direct employees worldwide. This strategy allows the company to concentrate its efforts on garnering market share while not having to take responsibility for global industrial relations. The anchor bottlers, Coca-Cola Enterprises and Cola-Cola Amatil, actually have more employees than Coca-Cola Company (CCC). The company relies on them to bottle and distribute the lion's share of its products.?
Abstract The writer looks at overt and covert advertising in order to give the reader a solid understanding of the basic theories that are used to sell products. The writer talks about the different places that new forms of advertising have been tested and show how these are used successfully to entice people to buy a specific product. According to this paper, sex is used in almost every type of advertising and its effect on today's youth is immense. The use of sex in advertising is not new, but the overt nature of it is, something, that this writer feels has now take on a life of its own and is having a negative affect on many people's self-image. The role of sex in today's society and as a result its influence on today's younger generation, is the message that this writer is trying to communicate.
From the Paper "Advertisers will embed the word, ?sex,? in a magazine picture that is not perceived by the human eye or will superimpose pictures of sexual objects on objects like ice cubes and it is not noticed until this is pointed out to people, they will not perceive this either. (Key 9 ? 12)
Whether or not subliminal advertising works is still a matter of debate.
Should sex be used in advertising? No! CNBC had run an ad that showed scantily dressed women, an ad for a topless club."
Abstract Examines what changes a company needs to make in order to change its marketing focus onto the consumer and away from traditional marketing strategies. The paper addresses the difficulties of this approach and explains that the concept is still new in the advertizing world. It provides a step by steps guide as to how to go about this change - identifying future trends, adapting technologies and entering markets through the media.
From the Paper "Many companies are making a strategic change from the traditional marketing approach to ?customer targeted marketing.? Customer targeted marketing is based upon the idea of consumerism, which is based on ?consumer behavior.? (Day, 1999) Consumer behavior is the focus of consumer research that is conducted for the use of various techniques and strategies, such as focus groups, in-depth interviews, customer surveys, attitude testing, and more to obtain information about consumers for more effective marketing of a product or service."
Abstract This paper analyses and examines the multitude of issues related to Cadillac's Escalade. It offers an environmental description of Cadillac's Escalade, including its competitors, the company, and consumers. A marketing description of Cadillac's Escalade is provided, including an evaluation of the price, product, promotion, and distribution. The paper presents a critique of Cadillac's Escalade marketing strategy. The paper concludes with recommendations for improving the marketing of the Escalade.
From the Paper "Few automobile makes have enjoyed the success that Cadillac has. Not only has Cadillac been able to remain successful over numerous decades, but also across various generations of consumers and with different types of automobiles. One reason why Cadillac was able to achieve such great success and to maintain its success throughout many decades is its willingness to respond to ever-changing consumer preferences, both in terms of designing automobiles as well as marketing such automobiles. In addition, Cadillac has been able to maintain and cultivate one of the highest levels of consumer loyalty."
Abstract This paper examines how sexuality in advertising serves several purposes. The prevalent view is that sex itself is appealing, so it gets people to pay attention to the advertising message surrounding it and there is also a shock value that has become more and more important to some advertisers for the same reason--to get the attention of the consumer. It looks at how American advertisers know that sex sells products and how they use sex in ways both overt and subtle, depending on the product and the campaign. It evaluates how much of our culture is based on physical attractiveness and its power to persuade, to attract, to influence and succeed and how sex is used in advertising as an expression of physical attractiveness. It analyzes how the advertising media clearly believe in the power of physical attractiveness to persuade and how spokespersons for products and other people used in television commercials and print ads tend to be physically attractive far beyond the norm in society.
From the Paper "Cialdini (1985) discusses the reasons why people are persuaded to take action, and while physical attractiveness is included as one of the reasons for a person's being persuasive, the author notes that recent findings indicate that this is an even greater advantage than it was once believed to be. Attractive people seem to elicit an immediate response from others predisposing these others to accept their message. The research indicates that we automatically assign to attractive individuals certain favorable traits, such as talent, kindness, honesty, and intelligence, and we make these judgments without being aware that we are being influenced by physical attractiveness. Cialdini finds much of this research unsettling for its implications as to how we make decisions, including evidence showing that our judicial system is also influenced by this same factor: "It now appears that unless they have used their attractiveness to commit a crime. . . good-looking people are likely to receive highly favorable treatment in the legal system" (Cialdini, 1985, 167)."
Abstract The media, including television, magazines, radio, internet and billboards surround everyone daily, sending messages about what items to buy and why. While the effect is obvious among the adult population, the effect is even more profound on the teenage population. The present day media has established a target on adolescents, influencing them to smoke, drink, look a certain way and dress a certain way in order to be accepted by society. This paper focuses on the affect that television has on teenagers, showing that the average American teenager will view nearly 14,000 sexual remarks, sexual innuendos, and jokes per year. The paper details the negative effects on these youths, including an increase in violence, early sexual activity, substance abuse and eating disorders.
From the Paper "Studies have shown that young women subscribing at an early age to "teen" magazines such as "YM" or "Teen" have a much higher rate of eating disorders. According to the National Eating Disorders Association (2002), an increase in magazine viewing led to a 45% increase in lowered self esteem in young women age 12-15. Another study showed that 66% of young women believed that models in magazines were their "ideal" image, or what they were expected to look like (Irving, et al 1998). Actually, the average American woman is 5?4" tall and weighs 140 pounds. The average American model is 5?11" tall and weighs 117 pounds. Most fashion models are thinner than 98% of American women (NEAD, 2000)."
Abstract This paper compares two different marketing strategies: humor and sex. The author discusses how comedy prevails over sexuality in advertisements because comedy is more memorable and generally more easily applies to the product. The paper is based on six advertisements, half comedy and half sexuality and spends a section discussing each and its pros and cons.
From the Paper "Both humorous and sexual themes are used in advertisements because marketing executives believe these to be the most direct way to sell a product. Marketing executives rely on comedy and sex to sell their products, but while interest may be generated for the ad itself using these methods, interest in the actual product can only be obtained if the comedy or sex is realistically applicable to the product itself. When comparing the two kinds of ads, comedy ads are generally much better at showing applicability than are sexual ads
Abstract This paper discusses the history of tobacco companies advertising strategies, focusing on the way in which they were forced to say goodbye to Joe Camel and other teen-appealing figures in their advertising campaigns but still continued to market their products to those under the age of 18.
From the Paper " Cigarettes are the most heavily marketed consumer products in the United States. Each year, tobacco companies spend more than $5.7 billion to promote and advertise their products as fun, sexy, glamorous, and macho. Yet, an estimated 430,700 Americans die each year from diseases caused by smoking. A study conducted by the American Lung Association found that 34 percent of teens begin smoking as a result of tobacco company promotional activities. Cigarette brand names are used in sponsoring sporting events and concerts, events that are geared to teens and young adults".
Emerging ethical issues in selling and advertising, utilitarian aspects, deception, e-mail, impact on children, lack of regulation and the use of consumer data.
1,800 words (approx. 7.2 pages), 8 sources, 1999, $ 63.95
Abstract The recent emergence of the Internet as a growing virtual marketplace has brought with it all the standard ethical dilemmas that face marketers in any other medium. But the nature of the Internet also raises fresh problems or, at least, puts a new spin on old ones.
From the Paper "The recent emergence of the Internet as a growing virtual marketplace has brought with it all the standard ethical dilemmas that face marketers in any other medium. But the nature of the Internet also raises fresh problems or, at least, puts a new spin on old ones. The most prominent additions to marketers' ethical considerations are the exploitation of the direct, often interactive and largely unregulated, access to children offered by the Internet, the gathering of information by market researchers, the ease with which lines between information and advertising are blurred in this medium, and the use of consumer information in combination with new technologies such as e-mail. None of these problems is, in essence, new to marketing ethics, but all of them have gained increased importance because of the nature of the new medium."
