Abstract The paper examines network television advertising, focusing specifically on United Paramount Network, their guidelines on clearance and affiliate compensation, pricing, block programming, CPMS and Avails. Ms. South explains the differences between front, scattered, and spot buys as well as the definition of the terms: coverage area, day parts, preemption rates and station contract.
From the paper:
" "The first step in getting your advertisement placed on UPN is garnering clearance for your ad. If your ad isn"t approved by the network it won?t air.?, Ms. South stipulates. "To avoid expensive editing costs you shouldn"t even make the commercial unless prior approval has been received for the commercial at the script and storyboard level.? During the clearance phase all claims espoused in the commercial must be documented".
Abstract This paper documents a young persons search for the "best car around". It provides a look at advertising and marketing ploys, salesmen talk and other "useful" information that may cloud a person's judgement. The author decides that the best way to test a car is to drive it.
From the paper:
"What is the best sports car for the 2002 model year? This question, which this paper attempts to answer, is not as simple as it might seem to be at first because "the best" can be very ambiguous. This is why every single car ad that you ever see on television or that you ever see in a magazine can claim that it is in fact the best without the manufacturers? being accused of false advertising, since every car is probably the best for someone. For example, if you have a family with eight children in it, the best car for you will be a really big van that every can fit in at the same time. If you use a wheelchair to get around, then the best car for you is one that a disabled person can use."
Abstract This paper examines the advantages of traditional-based marketing as opposed to customer focused marketing using the experience of American Express to illustrate its point.
From the paper:
"Given the benefits of making the change from traditional based marketing techniques to those focused on the customer, it is no wonder that more and more companies are putting transition strategies in place."
Abstract This paper examines the marketing strategies of three furniture companies to explain why they have succeeded where others have failed.
From the paper:
"One of the major Ethan Allen company trademarks is that they were first to display their furniture as a room would look with all the pieces arranged and thus giving customers a look at like what their home could look if they were to purchase all the included pieces."
Abstract The paper discusses and sheds light on how changes in the advertising industry and new creative techniques emerged to make specific advertisements stand out from its competitors. The author examines what media and advertising strategies manufactures would use, where these new ideas came from and how consumers respond. A look at how technology and the emergence of new unexplored mediums altered previous advertising strategies.
From the paper:
"In the 1880s most manufactures were starting to see a huge boom in the economy, which allowed them to expand their area of distribution and dip into new markets previously unattainable. Alongside this enormous economic growth, many technological changes were taking place as well. For example, mechanized farming equipment, sewing machines, and other machinery were invented increasing the production processes of the past. As a direct result of this increase in production, factories expanded and products became available at a lower cost and faster rate than ever before. New inventions began to appear such as the automobile, telephone and light bulb. In 1896 the government and the railroad companies developed the national railroad system and rural free delivery. With this, it was now possible for manufactures to distribute goods to geographic areas previously unreachable."
Abstract This business plan is an analysis of the electric toothbrush market in the United States that is used to develop a plan to market a new electric toothbrush in China. This business plan then analyses the Chinese markets in order to decide the best way to position the new product in the market. The final strategy is based upon the analysis of all of the information gathered from the studies done in both countries, and then a suitable plan is developed and executed.
From the paper:
"The expansion of trade shows also serve as evidence of the growth of China's dental market. The 2001 Sino-Dentech, generally believed to be the largest international dental show in China so far, drew about 170 international exhibitors from all over including Austria, Finland, France, Germany, Italy, Japan, Korea, Singapore, Switzerland, U.S., and even Liechtenstein. Prior to 1996, dental products had been exhibited together with other medical devices. Now the annual show is drawing increasingly larger and larger number of exhibitors, totaling 463 in 2001, and visitors.
The growth of the domestic dental industry has been substantial in the past several years. There are currently over 100 domestic dental product manufacturers in China, mainly concentrating on the low-tier market. This allows foreign imports to gain control of the medium and high end product segments, of which The Village Toothbrush primarily markets to."
Abstract This paper takes a look at the changes which have occurred in the day-to-day running of an office from a PR perspective. Detailed analysis of issues such as stationary, copiers, computer programs and time sheets. The writer shows that the PR officer was previously involved in much nitty-gritty administration but this past decade technology has made this job much less menial.
From the Paper "Thirteen years ago, one of the first articles concentrating on the process of delivering public relations services appeared in Public Relations Journal, which is presently obsolete. A significant shift in the methods of how we provide PR services has occurred in the last decade. One no longer talks about the filing time of piles of documents yet to be typed or proofed by secretaries. Nowadays, in most agencies secretaries are a thing of the past. We have the capabilities to create, edit, and deliver documents at a faster rate than ever before. With our space-age technology such as e-mail, mobile e-mail, remote computing, personal digital assistants, and cellular phones, it is impossible to tell someone else they cannot contact you unless you are at the office or at home. PR professionals have become so caught up in this technological boom that this constant connectivity has taken the place of thinking for some. They just need some time to sit back and think on their own. It is difficult to paint a portrait of office life in the early 1990s. In the business world, ten years is too much time; changes have been made so regularly that no one can honestly remember what happened in a given year, but here are some of the obvious differences:"
Tags: process, public, relations, administration, work, technology, client, time, save
Abstract This paper examines why the New York Times banned cigarette advertising. The writer discusses how the banning of tobacco ads reduces the pressures on children to take up smoking and leaves room for advertisements warning the readers against the dangers of smoking. In addition the way in which banning of these ads may prevent nonsmokers who buy The New York Times, from involuntarily contributing to the tobacco industry, is also discussed.
From the Paper "Little by little, cigarette advertising has been disappearing from American newspapers and magazines. This trend began more than two years ago when the first national newspaper, The New York Times, officially banned tobacco advertising. At the same time, local newspapers such as the Seattle Times and Portland Organdie copied the national newspaper."
Abstract This paper reviews an article by Greg Winter that appeared in the "New York Times" about a major tobacco company's violation of the rules against marketing cigarettes to youth. The writer details how R.J. Reynolds and other major tobacco companies disregard court rulings that disallow the targeting of youth in their advertising campaigns. The various violations are detailed as are the ramifications that they have on the health of today's youth as a result of cigarette smoking. The paper discusses some of the issues that nurse practitioners can address when faced with young smokers. These include the discussion of the long-term effects of smoking and the distribution of materials about the dangers of smoking in order to educate both youths and parents. The paper also details the articles views about the reckless disregard that the tobacco companies and their advertisers have for anything but the increase in profits.
From the Paper "This has major healthcare implications. The young people targeted in such campaigns may be easily convinced and not have the maturity to resist the campaigns. Considering the addictive nature of cigarettes, these young people may find themselves addicted before they are mature enough to realise their mistake. This leads to a situation where more of the population is smoking. For the healthcare practitioner, this means they will come into greater contact with smokers and smoker-related health problems."
An in-depth analysis of the case of McCabe vs. British America Tobacco Australia Services Limited where the defendant claimed that cigarette smoking was responsible for her lung cancer.
Abstract The original argument was that cigarettes caused Ms. McCabe's cancer because she was not aware of the health risks involved in smoking cigarettes. The appeal argument stated that the destruction of documents interfered with a fair trial. This paper explores in detail if the destruction of documents by the tobacco company, in order to hide information concerning the health risks of cigarette smoking interfered with a fair trial.
From the Paper "The entire concept behind the documentation retention policy is the reason in question as why the documents were destroyed. The courts have decided that the tobacco company was in their legal right in destroying the documents. But although they have been destroyed lawfully, the intention behind the documents may have interfered with justice. Were the documents destroyed to create more space, to be more cost and time efficient; or were they destroyed because they contained valuable evidence that related cigarette smoking to lung cancer? "
Abstract The paper closely analyzes the advertisement. It focuses on the target audience, the text and its suggestions, the irony in the text and the way that the text puts across the message of the advertisement.
From the Paper "The advertisement is for Simply Sleep and Tylenol PM. Simply Sleep is used to treat insomnia. Tylenol PM is used to treat insomnia as well as to relieve pain. The advertisement features a hand-written message over a background showing a dark forest with a new moon in the sky above the text. The audience for the advertisement is anyone suffering from insomnia, whether insomnia on its own, or in combination with pain. The advertisement promises that the product will relieve the insomnia and insomnia sufferers will not have to spend any more nights sitting up awake."
A critique on this book by Susan Bordo that looks at how society has viewed the male body over the centuries, focusing on its coverage in the modern media.
Abstract The book describes eras of media coverage regarding the male's private parts as well as society's acceptance of the norm. While probing the male form the author seeks to prove that given the similar myths and pressures applied to men and women regarding their bodies, there are parallel effects on both the male and female mind. Bordo concludes that society, although a shift began in the 1990s, has neglected the male body in film, literature, magazines and advertisements as it has never done with the female body.
From the Paper "Although, Burt Reynold's appeared nude for the magazine "Cosmopolitan" in 1972, the penis was hidden behind his hands. Brando in his tight undershirt in "Streetcar Named Desire" or William Holden's bare chest in "Picnic" was the raciest exposure of the male body the public witnessed in film or media of any kind. Bordo points out that John Travolta was the first hunk to appear in briefs on-screen in "Saturday Night Fever" (Bordo 18)."
Abstract This paper discusses the marketing strategies of a fictitious soft drink and how to select the best foreign country as a potential customer for marketing the product. The choices are Canada, Kenya and Australia. Each country is assessed in turn via a five step screening process i.e consideration of the basic need potential, consideration of economic and financial forces, consideration of political forces, consideration of sociocultural forces forces and consideration of competitive forces.
From the Paper "The most significant benefit of straight exporting is that it requires the least risk and the least commitment to the Australian market. If manufacturing is in America and the Australian market is not successful, the production efforts can be redirected at other markets. In this way, straight exporting is a flexible option. This is important as it will allow the company to take advantage of any opportunities that arise. For example, if another country or area becomes a viable option, CoolCoff will be able to enter that market quickly and take advantage of the opportunity. This is important since CoolCoff is competing against other dominant brands. To be successful, CoolCoff needs to take advantage of every opportunity."
Oral presentation, including a few stage directions for the speaker, on false advertising. Includes several examples of egregious misleading advertisements.
900 words (approx. 3.6 pages), 0 sources, 2001, $ 31.95
From the Paper "Has this ever happened to you? You see something advertised on television that looks great! You call the toll free number, give them your credit card, and in a few days the dream item to thought was such a bargain arrives. And you can't believe your eyes! What you received was nothing like what you thought you ordered. Welcome to the club. You've just joined thousands of people who are misled by false advertising each and every year, according to statistics from the Advertising Council, a U.S.-based watchdog organization that strives to keep honesty in advertising. Do those two concepts -- honesty and advertising -- go together?"
From the Paper "Under the leadership of Chief Executive Officer Jacques Nasser, Ford Motor Company is now engaged in a major repositioning of its brands, its image, and its markets. Nasser's goal is to turn Ford "from a boring old car maker whose shares achieve a price-earnings ratio of only ten, into a consumer-products and services company commanding a multiple of more like thirty" (The Economist, 1999, p. 10). Simultaneously, by shifting some of its emphasis from affordable, mid-range family cars and sport utility vehicles (SUVs) to the upscale markets via its acquisition of Jaguar, Aston Martin, and Volvo, and reassessing its own Lincoln and Mercury brands, Ford hopes to capture an increased share of the luxury market as well (The Economist, 1999). To that end, the company has launched a massive advertising campaign to position its brands in this new market. "
