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)"
This paper discusses the use of sex in advertising as a powerful tool for selling products; however, sex in advertising is addressed differently toward men than it is toward women.
Abstract This paper explains that the sexual connection is much easier to set up for men than for women because men have minimal criteria for sexual desire, basically a woman's anatomy; thus, young healthy women's bodies easily attract the male view to the advertiser's product. The author points out that the use of sex in advertising to women is much more difficult because women's instinctive sexual reaction is more strongly affected by their intelligence; thus, advertising to women rarely uses sex, but rather the romance approach is applied using stereotypical images such as roses and a doting man. The paper relates that sexuality in advertising is a major area of ethical concern; however, surprisingly little is known about its effects on women and men.
From the Paper "Sex is the second strongest of the psychological appeals, right behind self-preservation, and its strength is biological and instinctive, the genetic imperative of reproduction.Sexual desire is an instinctive reaction in animals, and a person's perception of a suitable mate is the basis.That perception is usually a set of criteria that the opposite sex must meet, and those that meet and exceed those criteria will provide the chance for the highest quality offspring with the best chance of survival."
Abstract This paper defines integrated marketing communications. The author describes the marketing mix for an integrated marketing communications effort for a virtual private network VPN . The paper details how each component of the IMC would be designed.
From the Paper "For the marketing of our VPN, we will employ an integrated marketing communications IMC approach to deliver a clear and consistent message to our target market. According to P. Griffith Lindell in "Lining up Your Marketing Ducks", Integrated Marketing Communications IMC starts by understanding the customer's dilemma. Then you can integrate all the marketing communications elements into a unified well-orchestrated campaign by developing a relevant umbrella theme that can accommodate all the various marketing communications tactics. Consistent with this philosophy, we have identified a working description of the ..."
Abstract This paper provides a detailed analysis of the dynamics underlying consumer behavior. The author provides an in depth explanation about what consumer psychology involves, emphasizing perspectives on how advertising works , consumer-based response measures and present state of knowledge about measures of advertising effectiveness.
From the Paper "Consumer psychology is the study of the dynamics underlying consumer behavior specifically concentrating on the use of psychological concepts and methods to explain, predict and influence behavior (Assael, 1992). Consumer psychology perspectives on how advertising works therefore puts much weight on the psychological dimensions of individuals as consumers and how advertising effects them. In other words, consumer psychology attacks the subject of advertising from a psychological point of view. The behavior outcome of advertising (the consumption of produce or a service) is therefore a complex interplay of many aspects. This is because humans are complex individuals and the process involves many levels of psychological functioning on behalf of the individual."
Abstract This paper discusses a Southern California e-commerce company, eConnect. The author presents his/her marketing ideas for the company, including targeted consumer markets. The paper includes charts to support the author's premises.
From the Paper "Located in Southern California, eConnect is positioning itself to become a worldwide leader in implementing technologies involved in e-commerce. The first step in gaining the attention of the world is developing a product that creates value to the consumer. The new product they have created is called ePocketPay. This is a wireless, lightweight, "pocket" computer that will allow the owner to make transactions and purchases without walking out of your front door. You can order flowers, pay a bill, and even swipe your credit card to make a payment. Taking on the role of a marketer for eConnect, I will design a marketing strategy that will best gain the attention of the consumer, and hopefully high sales in the near future."
Abstract This paper uses the book, "Negative Political Advertising: Coming of Age" as a basis for a discussion on how negative political advertising has become a part of the campaigning process and how it will continue to be so in the future. It also looks at the various types of negative political advertising, the history of negative political ads, what is involved in negative political communication, the laws and ethics, and essentially, how it affects society.
From the Paper "The authors provide excellent support throughout the book on their intentions and stance on the topic of negative political advertising. According to Johnson-Cartee and Copeland, there are three political campaign strategies as follows: supportive messages, reactive response ads, and negative ads. Here they show that negative ads are actually part of the strategy in campaigns. They go into depth and describe the different types of negativity used in advertisements, such as comparative versus direct. They also covered the different functions that these types of ads are used for. For example, different types of negative ads are used strategically throughout campaigns. The authors show that there actually is thought and strategy involved in this process, and it is not simply all attack ads; which would destroy your campaign anyway. Johnson-Cartee and Copeland provide substantial evidence of where they wanted the book to go and what direction they were going to take. The authors wanted us to see that these types of ads are useful and in fact necessary in the political communication arena. Throughout the book the authors provide many citations and examples of where their findings are coming from and how they relate to the topic at hand. Their findings and explanations are exceptional. "
Abstract The enclosed report titled A Comparison of the 2001 BMW M3 Versus the 2002 Mercedes-Benz C32 AMG: Their engineering, design, and performance, is submitted in accordance with the request for an analytical report regarding the two vehicles. This report provides a detailed evaluation and comparison of the two vehicles based solely on their general data about the chassis and body, as well as engine design and engineering, and suspension and handling. Your request to disregard all costs related to the vehicles as a comparison issue is duly noted. Special attention is focused on the performance of both vehicles, to provide a recommendation for the superior of the two as you have asked for.
From the Paper Your request to disregard all costs related to the vehicles as a comparison issue is duly noted. Special attention is focused on the performance of both vehicles, to provide a recommendation for the superior of the two as you have asked for.
Abstract The paper analyzes whether humor in radio advertising aids the listener in comprehension and recall. The author discusses past experimental studies that look at the effect of humor in advertising upon source credibility, comprehension, and audience preference, and compares them to the author's own method of experimentation.
From the Paper:
"The use of humor in radio advertising is not a new concept. Every year millions of dollars are spent in the development and execution of humorous advertising in the United States. It is a tool that advertisers and radio stations have been using for years to grab the attention of their listeners. They use humor to help them place a product image in the listeners mind, but does this technique really work? Advertisers use humor appeals in radio advertising in order to differentiate a product whose advertising faces a heavy amount of corporate noise. The use of humor, some advertisers feel, can help listener recall, and attitude toward the brand. Humor, however, is hard to conceptualize or put into operation."?
Abstract This paper takes a view at the role of the mass media and advertising in furthering the stereotypes of African-American women. It compares the general role of stereotypes in advertising in a historical context to that of present day stereotyping. It also examines the role advertising has on the public in self-propagating the stereotypes.
From the Paper:
"Women might find themselves attracted to one shade of coral lipstick rather then another. But on a deeper level, advertisements present to us a world in which we must always be conscious of being looked at, of having to abrogate who it is that we ourselves think that we are for who it is that we should be as we have been told by society/people who create the images in ads. Thus if for look at the way in which African-American women are portrayed in ads and copy of women's magazines (as well as the ways which they are made invisible) from 1950 to the present we see a number of ways in which definitions of female beauty are limited in such a way as to preclude African-American women."
Abstract This paper looks at the problems caused by large volumes of unwanted email on the internet. It discusses the economic ramifications and legal issues involved. Federal Trade Commission recommendations are examined and seen as a serious annoyance to internet users.
From the Paper "re you sick and tired of junk e-mail filling your inbox and wasting your time? Do you want to do something about it? The boundless, dreadful Spam monster must be stopped, and you can help. This is how a typical day starts for me. While sipping the morning coffee in front of my PC at home or work, I get an uneasy feeling that I am only a mouse click away to viewing something I do not want to see. My password is entered and there they are, four advertising e-mails trying to sell a product, service, or a promise to make me rich. The junk e-mail is called UCE (Unsolicited Commercial E-mail); a.k.a. "Spam", but has nothing to do with the luncheon meat product we all love or hate."
The following paper examines the social context of language in advertising and the way in which companies manipulate the language in adverts to persuade the consumer to buy their products.
Abstract The author discusses the different techniques used in manipulating words in advertising, for example, the use of rhyming, alliteration and metaphors. The writer also gives us some examples of each technique, and looks at what effect the applied technique has on people.
From the Paper "Language is considered as an effective tool in extending a company"s message to the people, particularly to consumers. Companies with different products to sell use advertisements to provide the consumer product awareness, and this will not be effectively done without the use of language. There are several ways in which companies and advertising firms use the written word to persuade people to buy their product. The first technique is the use of rhymes in product advertisements. Rhyme is defined as the "identity of sound between endings of words or verse-lines" (Duncan, Advertising--- The Features). An example of rhyming is the slogan used by the fast-food chain Burger King: "It ain't the same without the flame". This slogan informs the consumer that Burger King's burgers are not fried, but broiled, assuring the consumers that the fast-food chain give importance not only to the quality of their product, but to the customer's health as well."
Abstract Diesel is a clothing and fashion company that originated from England in the late 1980?s. The company grew quickly domestically and began exporting items to different parts of the world. Currently Diesel have offices in many major cities of the world and have created a defined company image and target market. Steve Marks from Diesel Australia described the age demographic of their target market as male's aged between 16 ? 30 and females aged 20 ? 35 and other demographic factors have changed significantly over time. The advertising campaigns featured below start in 1992 and finish with some of the more current ads. This paper will show 5 of Diesel's ads and aim to analyse 1) what is being shown in the ad 2) the message that is being pushed and 3) the consumer behaviour issues that are relevant to the ads.
From the Paper \\\"The first of the advertisements was issued in various magazines in May of 1992. The advertisement depicts two young people sitting in the foreground, surrounded by a number of old aged people who appear to be worshipping the sun. These old aged people in an enclosed concrete and metal area surrounded by sun-beds that tan artificially. The \\\\\\\'Diesel people\\\\\\\' (the two young people who wear the actual clothes) have their backs to this rather grotesque scene. The old ages people in the back of the shot all wear very similar bathers and stand like clones of one another. The Diesel people in contrast are positioned away from these other characters assuming they have personality and individuality. This contrast alone works in favour of the clothes, as it connotes that Diesel provide an effective means of proving one\\\\\\\'s individuality.\\\"
Abstract Developing and introducing a new product requires several marketing considerations. This paper presents the many negative factors to product development that must be dealt with. It also examines several factors that promote successful product development. Finally, product positioning and pricing are also shown to be important considerations. Microsoft and Apple-Macintosh are used as examples.
From the Paper "One of the negative factors is uncertainty. This is especially true if the product is not only a new product for the organization but also a new product for the industry. One example that shows this is the computer software industry. The uncertainty is present because of its nature as a new and pioneering industry. The industry is rapidly changing and companies in the industry must be continually innovative and make decisions based on limited information. There is no certainty in this industry that a successful company will remain successful. To give an example, we can consider Apple-Macintosh. Apple-Macintosh had first-mover advantages as the first to develop a graphical user interface and their technology was ahead of Microsoft?s, yet despite this Microsoft became the market leader. This is an example of how the maker of the best product is not necessarily the market leader in emerging industries (Burke, Condron, Conroy, Knol & Nolan.)
"The second negative is the high cost of product development. The high cost means that organizations developing new products need to get a return on investment that justifies this high cost."
Abstract This paper is an analysis of the soft drink industry, outlining the contribution of the major brands to the U.S economy and how the industry is categorized. This paper also discusses the market structure -how it operates, and various marketing strategies of the different soft drink industries.
From the Paper "The soft drink industry is perhaps one of the most comprehensive as it identifies with other kinds of industries. The extent and expanse of the industry is insurmountable due to the fact that it is responsible for bringing in high level of revenues and provision of economic stability in the country. Yet it is also one of the most controversial due to the competitive environment it maintains. Researches indicate the carbonated soft drink industry is not only vast but its potential to growth is also on going. However, whether the growth is phenomenal or stagnant will be analyzed in the following sections."
Abstract The paper studies the role that the media plays in perpetuating prejudice. It looks at the prejudice prevalent in the marketing strategies of television and then moves on to suggestions for improving equality in television's marketing strategies.
From the Paper "The media has become an educational tool and source and the society has unconsciously grown dependent upon it for development and understanding of one self. Media has become a part of our culture and plays a pivotal role in societal norms."
