From the Paper "The purpose of this paper is to discuss television advertising and its affect on children, particularly in light of the fact that children have a difficult time differentiating between advertising and programming, much of which today is of a violent nature. In addition, the research will review what kinds of protections there are for children versus the rights of advertisers and television stations, and what have been the positions of consumer groups and governmental agencies with respect to television advertising and children. Television, both from a programming and advertising point of view, is having a dramatic, and some believe negative, impact on child development. Therefore, it is important to look at steps parents can take to respond to the barrage of advertising stimulation received by their youngsters."
Abstract The author expresses her view that while capitalism has benefits to some, it is a powerful pressure on women around the world. The paper states that despite all the advances women have made in American politics and attaining corporate power, globally, women are still the second sex victums. The paper discusses sexual stereotypes in advertising, prostitution, sex trafficking, package tours for sex and bride burning in India.
From the Paper "The pressure of encroaching capitalism, which is slowly emerging in developing nations of Asia, for example, brings with it a resurgence in prostitution. Women in Asia, particularly, are regarded as a commodity. Due to the globalization, the effects of capitalism and their governments' inability to provide employment, many of the women from Southeast Asia adopt prostitution. Most of these girls and women come from very poor places and slums where they do not have any food, shelter even clear drinking water. Often they carry the burden of supporting their families as well, and it is common practice for daughters to leave their home in the rice fields to go to the cities to prostitute themselves."
The paper looks at the automobile company Mercedes Benz and the ways in which it has had to change its marketing strategy in order to survive after the 1980s.
Abstract In the 1980s the company Mercedes Benz was able to market its luxury cars to the public. However, the paper points out the difficulties the company faced later trying to sell a product with such a narrow client-base. The writer gives the background of the struggles of this company and the new marketing strategy that has begun to take shape.
From the Paper "Every year, Mercedes Benz spends millions of dollars sponsoring sporting events and advertising to sports fans. They use a service provided by ESPN that makes sports market research information accessible over the Internet to help determine target market segments and adapt sports sponsorship strategy to the changing marketplace ensuring high-impact sports marketing programs. ESPN/Chilton provides a data warehousing product, Sports Poll Interactive, to give highly detailed answers to the most pressing market demographic questions. An example would be the ability to use this secondary data to explore the market of young, outdoor enthusiasts who participate in different types of sports than those currently sponsored, in conjunction with marketing the new M-class sport utility vehicles and 4-wheel drive options on sedans."
Abstract This paper examines the ethical dilemma that the tobacco companies find themselves in, now that it is almost universally accepted that smoking can cause grave health risks. This paper questions why a company would sell a product that it knows is harmful and whether this is an ethical practice or not. The paper shows the tobacco companies' irresponsibility in the fact that they hid the consequences of using their product
From the Paper "This whole argument that the tobacco companies are unethical in the way they do business is grounded in the utilitarian moral doctrine. This states that ?we should always act to produce the greatest possible balance of good over bad for everyone affected by our action. By good, utilitarians mean happiness or pleasure.? (Moral Issues 59a) This is obviously the case. For example, thousands of people are positively affected in the tobacco industry: lawyers, employees, executives, marketing, farmers, and the receivers of the taxes placed on the product. To these people, tobacco and cigarettes bring much pleasure, from money, to a job, to a way to relax, and not just to them, but to those around these people who are affected by their lives. Many people benefit from its existence. However, many millions of people die every year from smoking. And many millions more are affected by the illnesses, deaths, and addictions of these people, it is a huge ripple effect. So while thousands, and it is probably hundreds of thousands benefit, millions suffer. But the biggest disparity is that employees work for the firm for many years, turnover is relatively low. So over say 100 years, a relatively small number of total people benefit when compared to the 500 million expected to die, and the countless millions who will become sick, because 5 million die a year right now; such turnover is not seen on the benefit side of the argument. This is the main reason that the way in which the tobacco companies do business is shockingly unethical. To put it even more simply, many times more people become unhappy when encountering cigarettes and tobacco than become happy."
Abstract This paper looks at several factors which would determine the successful marketing of a celebrity. It looks at issues such as target markets, the celebrity's selling points and timing. The paper also looks at the advantages and disadvantages of the media as a tool to promote a celebrity.
From the Paper "Timing is everything! This phrase refers to the concept that the key to success in promotion is to make sure that the time is exactly right for a particular event. This requires a keen sense of awareness of trends in the American scene. American history is filled with examples of events that could have been successful had the timing been right. The most blatant example of ill-conceived timing is the eight-track recorder. It was a good product but the tastes of the public had not been analyzed, and the cassette recorder took over the market."
Abstract The writer of this paper reviews the events surrounding the Federal Trade Commission and the ruling that requires warning labels on the packages. By examining the book, the paper considers whether the labeling on packages is an effective deterrent or simply a waste of time and money.
From the Paper "The dangers of smoking tobacco are no secret. It is promoted in schools, it is advertised on billboards, and it is shown by the refusal to allow tobacco ads on television. There are many ways of warning the public about the dangers of smoking but one of the most strong warnings can be found on the side of each and every package of cigarettes sold in America(Fritschler, 1995). The warning is a federally mandated warning and it is strong and comes straight from the Surgeon General's office. It is a warning meant to dissuade smokers from the habit and was only ordered after strong opposition from the tobacco industry failed to stop it(MINIMAL CLINICAL INTERVENTIONS http://www.cdc.gov/tobacco/sgr/sgr_2000/factsheets/factsheet_labels.htm). The policy to place the warning on the side of tobacco product packages was put in place after years of arguments between the policy makers and the tobacco industry lobbyists. The warnings were put into place through a series of policy decisions."
Abstract The paper deals with a set of recommendations on proposed advertising for the leading cosmetic company Estee Lauder Inc. The paper begins by reviewing the company itself and its range of products. The analysis then looks at the different market segments it appeals to. Finally, the author has chosen a few segments where they feel a change in strategy may help the products to achieve greater market shares.
From the Paper "The company was first founded in New York City in 1946 by Estee Lauder, by whose name the company is known for and her husband Joseph Lauder. It was the effort of Mrs. Lauder, which brought the company to its pinnacle success. Estee Lauder started from the very bottom ? selling skin creams concocted by her uncle. The products were good, but similar products were available in the market. Estee succeeded because of her marketing strategy and she worked hard to achieve her success. Estee Lauder was a very much quality conscious, but her ability to compete in terms of a saleswoman was much more convincing."
Abstract Starbucks is known for its unique marketing approach for the production and selling of coffee. Today it has a network of coffee houses spreading from one corner of the world to another. The key to the success of this organization is its strategist head Howard Schultz. With his creative mind and innovative approach to consumer based marketing, the organization has been able to expand at a minimal cost and yet at the same time reap a high growth rate of 22% approximately. Today, Starbucks is known for its hip ambiance and expensive coffee. However, critics have predicted the gap between the company's current strategy and that of the future will boot the company out of its own competitive arena.
Abstract This paper will explore the children's advertising market in an effort to discover why advertisers focus so much energy on children; how they target the children's market, and consider the consequent social and political effects that such advertising strategies engender.
Abstract This paper examines the marketing methods and campaigns that might be used by companies to grab a child's attention. It provides a psychological analysis of a child's thought process and examines how this tunes into several common marketing ideas. Includes a short case study.
From the Paper "Children are exposed to advertisements more than we often realize. Advertisers target the uniquely impressionable child audience hoping to entice the children and their parents to purchase a product. Children under twelve years of age are developing their critical thinking skills and their ability to effectively evaluate, interpret and judge information presented to them. Clever marketing techniques can influence a child's critical thinking skills, finances, and self-esteem. Through observation of a day in the life of a child, we will experience the impacts advertising can have on children and promote responsible parental guidance when it comes to advertising."
Abstract This paper discusses how daily we are exposed to information from advertisements consciously and subliminally which influence our consumer life as well as our psychological and social values. It looks at how children are not immune to these influences and how since they are in the process of learning, they are more vulnerable and responsive to advertisement than adults are. It argues that the effect of the advertising aimed at children based on economical, legal, sociological and psychological facts, to indicate whether banning will bring benefits to protect them from deception and whether the increasing need for the protection of young citizens will cause governments and other bodies to consider more carefully about regulation issues.
From the Paper "The IPA cites the report regarding the economic effects in Greece after banning television advertisement. A ban on Television toy advertisements caused a 40% decline in quality children's programming. Therefore and lower quality imports programmes replaced them. Furthermore, advertising has an important function in an open capitalist market society. A lack of competition caused by the banning of advertising results in decreased consumer choice, higher prices and impaired product development. For instance, in Sweden, where banning advertising aimed at children has already happened, toys are sold at prices 50% higher than in other European countries. Children do not have a wide variety of choices (IPA)."
Tags: behaviour, television, regulation, government
Abstract This paper talks about the importance of public relations efforts to large organizations. In particular, the paper focuses on the public relations strategy of the American Kennel Club (AKC). The paper looks at how the AKC has embarked on a strategy to raise public awareness of the organization and all that it offers, boost membership, and explain its role. To this end, the strategy identified intends to make use of major publications, electronic media, and the Internet. Finally, the paper looks at examples of public relations efforts at other large organizations and how these effort helped to improve the images of these organizations.
From the Paper "The American Kennel Club was literally going to the dogs. The organization did not have a public relations image problem, it did not have any image at all. Membership had declined since the mid-'90s and nearly all of the AKC's endeavors on behalf of animals had gone unnoticed. Some marketing had been done, but it was inconsistent. Therefore, early last year, the AKC decided for the first time ever to emphasize communications, including hiring a full-time staff. The result: both pet owners and members are more acquainted with the Club's activities and pleased with what they have learned."
Abstract When the dangers of smoking became public knowledge, the movement to have cigarettes labeled began. This paper traces the path that led to the creation of labels on cigarette packages through the study of John Kingdon's model of public policy and shows that cigarette labeling is one of the most classic examples of Kingdon's model in action. The paper shows that public pressure, the grass roots movements, and the window of opportunity all came together to make the government force tobacco companies to warn their own customers of the dangers in their product.
From the Paper "When a group or an individual has the desire to garner government funds for a purpose they are in a race with many other groups or individuals who want the same thing for their cause. This creates a type of vacuum in which all of the ideas, and desires are jumbled together in one large area called lobbying. Lobbying is the path the group takes to gain both public and political support for their cause. Lobbying is done before the bill ever reaches voting stages and it is where most desires for government backing or funding die. For a group to be successful in their desire to get their concerns to the voting floor they must take advantage of the window that is created by things such as public awareness, litigation and other factors. When this window occurs, the iron is hot and it is the best time to strike according to the Kingdon model."
Abstract "Cosmopolitan Magazine" is considered one of the largest-selling, young women's magazines in the world. Since its founding in 1886, this magazine has received much of its fame from its upbeat style, focus on the young career woman, and discussions of male and female relationships. The paper analyzes the messages being put across by the magazine, its effect on its readers and the use of advertising and color to project the desired images.
From the Paper "Cosmo's editors might say that if they address more women's issues and social problems such as poverty or women's equality their readers would stop buying their magazine. However, in reality, their readers would go along with the change because it is Cosmo, the most popular Women's magazine that sets trends for many young women in our society. By using average looking models and writing articles that would help women in daily life, Cosmo could use its popularity to crush the stereotype of the feeble, powerless woman. Through their ads and articles Cosmo needs to demonstrate that 21st century women are far more than just beautiful sex objects that are created to satisfy men and are enslaved by their consumer driven lives, but they are independent, dignified women who have a significant voice in society and are shaping our world today."
Abstract This paper looks at the economic impact of Michael Jordan that resulted from his super-star status and his endorsement of certain products. The paper points out that, in addition to having had a positive economic impact on the NBA, Michael Jordan has also had a tremendous economic impact on companies whose products he has endorsed and that, in essence, Jordan himself represents power, influence, globalism, wealth, and capitalism .
From the Paper "Sport personalities and their sponsors have now become a winning combination and the link between the two has proved to be an immensely profitable connection for the global economy. There are several reasons why sports personalities are chosen to promote certain products. Firms are quite careful in their selection of the right face and name to associate with their products or services. Research in this area indicates that firms select celebrities when it is felt that ?the life experiences of endorsers fit the advertising message, that the endorser has high appeal with the firm's target consumer group, or that the endorser's universal appeal makes the advertising universal.? (Mathur et al, 1997)"
