From the Paper "Many consider public relations a paradoxical craft in that it can be practiced by people who may be specialists in a wide variety of professions. Partly because of this there is much misunderstanding about its nature. Some think public relations is advertising, others associate it with press agents and, most important, people have come to think of public relations negatively as the manipulation of image.
The purpose of this research will be to discuss public relations by examining its theory and purpose, the role public opinion plays, the media involved and the importance of accurately targeting a message. Further, a brief look at public relations role in the expanding international community also will be included.
Public Relations News, a weekly newsletter written for the ... "
A look at the ad from the October, 1990 issue of "Vanity Fair" including an analysis of visualization, layout, copy style, product, target market and effectiveness.
1,125 words (approx. 4.5 pages), 1 source, 1991, $ 39.95
From the Paper "This research addresses an advertisement for Cartier cigarettes which ran in the October 1990 issue of Vanity Fair magazine, between pages 178 and 180. Included in this paper is a description of the ad itself, including visualization, layout, balance and copy style, an analysis of the product itself, an examination of the target market for this product, and a determination of whether the ad is successful.
The advertisement is a full-page full-color ad with no bleed. Most of the ad is white space. The headline is centered and run in two lines of gold script: "The touch/is pure Cartier." There is one rule above and one below this headline, both of which extend to the end of the bottom (longer) line of copy. This copy is run in approximately 48 point type.
Beneath the headline is a photograph of the product, Cartier..."
This paper examines the stereotyped images of women in the media: Negative personal, social, economic and physical effects of stereotyped images (sex objects, Superwomen, domestic types) in TV commercials and magazine ads.
2,925 words (approx. 11.7 pages), 14 sources, 1994, $ 103.95
From the Paper "The purpose of this research is to examine the stereotyped images of women in the media. The plan of the research will be to set forth the sociocultural context in which women appear to be portrayed in stereotyped manner in television commercials and magazine advertisements, and then to discuss how these stereotyped images affect women in society. In particular, the effect on women's self-esteem or self-image will be explored. As well, the effect of such images on the life experience of women will be examined, in particular as regards their lives in the work force. Reference will also be made to the legal and regulatory aspects of the portrayal of women in the media.
In the age of the more or less institutionalized constituency of women's liberation, it is almost a tautology to deplore the negative, discriminatory, or contemptuous portrayals ... "
Abstract In today's society it is critical that every business possesses a strong marketing plan that incorporates the best interests of the firm in order to promote profitability. This paper shows that in the wake of the volatile economic conditions that the United States is currently experiencing, it is increasingly important to concentrate marketing efforts towards the customer rather than the traditional brand-focused arrangement. This paper provides insight into the traditional and customer targeted marketing plans and how they work in organizational efforts to increase profitability. Furthermore, an analysis of the need for customer-focused marketing is established. Finally, a viable transition plan is determined and evaluated for its feasibility in the achievement of growth and the sustainability of a firm.
From the Paper "In many firms, it is often believed that the primary key to success in the marketing area is to establish a strong recognizable brand or series of brands that promote customer interest in the product because a strong brand image denotes quality and longevity. For example, the Martha Stewart brand of home d?cor products has been very successful since its inception and promotion at Kmart stores throughout the United States. However, it is only natural that this brand interest will eventually wane with the onset of new products and unique marketing efforts raised by other firms. Much of this activity can be attributed to the relative ease of starting new businesses for new entrepreneurs and the amount of capital available for promoting growth and sustainability. As a result, it has been determined that the Martha Stewart brand requires a boost in order to sustain its image and profits. The brand is already recognized and is synonymous with the Martha Stewart television show and magazine. However, in order to enhance customer relationships, new strategies must be developed that will deliver value to the franchise and optimize and leverage the customer base while simultaneously extending the brand image (Davis 10). These activities will provide a new direction for the firm to promote its quality and attractiveness to a new and existing customer base."
Abstract The causes of smoking are proven to be social and psychological in nature, and these causes are often passed on as "physical need" when a smoker becomes addicted with smoking. This paper examines the most common causes of a person becoming addicted to tobacco smoke, including the need to relax, and the need for a psychological image of 'cool' among youngsters. The paper also examines the effects of smoking, ranging from economic benefits to the tobacco industry, the bad mental and physical effects on the human body and a general burden on society.
From the Paper "These reasons are the underlying causes why smoking remains to be a popular social human activity. But its harmful effects are not advertised or advocated by the media, because it will effectively decrease cigarette sales if smoking is proven and prevalently known that it is a harmful and dangerous activity. Smoking can affect the physical, psychological, and emotional health of an individual. The physical effects of smoking is already a public knowledge among smokers, but the psychological and emotional effects of smoking is still refuted, but studies have been conducted that proves that smoking can cause distress and depression to smokers. There is also the growing issue of ?second-hand smoking,? wherein non-smokers are in greater risk of acquiring respiratory diseases through the inhalation of smoke coming from smokers. This issue illustrates how smoking not only affects the smoker, but other people, and the society as well."
Abstract Overview of product (tooth whitening agent), and its current marketing situation. Recommended strategies to achieve product success. Customer market and targeting consumers. Competition. Environmental factors. Demographic, social & cultural forces. Technology & innovative marketing techniques Infomercials, World Wide Web). Special interest groups. SWOT analysis. Marketing objectives & action programs. Appendix (1 survey).
From the Paper "Executive Summary
White Brilliance is a whitening agent that uses molds and a whitening solution to get rid of stains on consumers' teeth. Currently, the product is marketed through print advertising and Comtrad on the World Wide Web at a price of approximately $80 plus shipping and handling.
This is a market which appeals to the vanity of users and which competes with whitening procedures which can be done in a dentist's office as well as whitening toothpastes and products which are identical to White Brilliance. The company is in a good position financially to boost its market share by investing in additional promotional activities, including an infomercial, but the company also needs to change its marketing mix somewhat if it is to be successful.
The product name..."
Abstract Jean Rhys's novel, "Wide Sargasso Sea" can be interpreted as an unflattering account of colonialism in the Caribbean in a time when racial relations were at their worst. The writer demonstrates how the effects of imperialism can victimize one person as they are a source of power to another.
From the Paper "Antoinette can be viewed in the text as a casualty of the effect of imperialism. The Rochester figure of the text refers to her the lunatic he is tied to for life, but under different circumstances she may not have been a lunatic at all. Her unstable upbringing on the derelict property Coulibri was filled with threats and doubts; both her mother and the community reject her. Antoinette has grown up knowing that she, just like her mother, is a social outcast. To the recently freed Jamaicans her white skin and slave holding family are a reminder of slavery in the past, to them she is the "white cockroach". To English society of the time she is a "white nigger", having the physical features of "any pretty English girl" but in growing up in Jamaica has acquired characteristics and behaviour of the Caribbean persona. Antoinette seems to be left without love from the two people she needed it from most, her mother and her husband. These factors, many of which can be accounted for due to racial tension within the region, have led to her insecurities and behaviour that entice Rochester into concluding that Antoinette is mad like her Mother before her."
Abstract This paper tries to explore the exploitation of sex in advertising and is broken down into sections involving, men, women and children. It defines what exploitation is and tries to determine the limits of what advertisers can use before it becomes pornography. It looks at how the exploitation of sex and women in advertising has been going on as as early as the mid 1400s in wood carved signs on store fronts and how the exploitation of men as "beefcakes" has been more recent. It discusses how the biggest criticisms are the exploitations of prepubescent children in advertising. Picture examples of different advertisements are included.
Outline
Thesis
The Basics
Nudity
Prevalent Through the 90s
Changing Attitudes Towards Women
Conclusion
Figures
References
From the Paper "Voices, whether male or female are chosen to convey a specific message to an intended market. The when choosing a orator, a determination needs to be made initially whether the ad is being portrayed as coming from an announcer or a spokesperson. A spokesperson must portray the part of an actual user of the good or service, where, as the announcer must have an authoritative intonation. Announcers are primarily men, because of the deeper voices that exude authority. Although one study (Frieden 1984) showed that there was not a significant difference in the effect of having a male or female voice, rather that men are usually chosen as announcers more out of habit than necessity. Many times advertisers and companies will use celebrity voice-overs or celebrity spokespersons in commercials because of the recognition of their voices without having to see the person. The best example of this is James Earl Jones (AT&T) or William Shattner (Priceline.com). Both of these men have very distinct and recognizable voices that demand high salaries for this type of work. "
Abstract This paper will seek to understand the differences between the advertising aspect of Public Relations, and the publicity aspect of the PR world. By understanding the differences, we can see how both serve a specific function in PR.
Abstract Advertising in today's print media are bolder and more direct than they were years ago. Many products are sold through appeals to sex, better health, and other methods. I will look at four of these ads and comment on each one.
Abstract In this essay, the advertising images of women are evaluated in order to understand how the media portrays women. This essay argues that the gender identity of women is inextricable from the proliferation of multi-media representations of women and that the contradictory messages of advertising produce a conflicted value system for American women.
Examines the advertising industry's use of beautiful women to sell products and the way in which ads are designed to sell, not only products, but values to society.
1,150 words (approx. 4.6 pages), 4 sources, 2002, $ 44.95
Abstract This paper discusses advertising and beauty. Without doubt, advertising in our society today is very much connected to the social construction of beauty. This is clear when we observe how women are exploited for the sake of selling products. There are certain stereotypical portrayals of women in advertisements that make the sexism and social construction of beauty in our society transparently clear. These ads are designed to sell products -- as well as to send certain values to the culture.
Abstract This eight-page senior level research paper examines whether advertisements are effective in persuading consumers to buy products or services. The author also discusses whether a certain type of people are more susceptible to ads than others.
