An evaluation of the effects of advertising and promotional efforts on the FedEx brand's world-class status.
Written in 2009; 745 words; 7 sources; APA; $ 26.95
Paper Summary:
The paper provides an overview of the FedEx corporation and their advertising and promotional activities. The paper includes tables that provide a financial analysis of FedEx's performance and an overview of market share data. The paper concludes that due to the company's quick and accurate overnight deliveries and their ability to synchronize integrated marketing campaigns, the momentum in the global logistics marketplace is on their side today.
Outline:
Introduction
Overview of FedEx Corporation
Advertising and Promotional Activities of FedEx Corporation
Advertising's Effect of Company Performance
From the Paper:
"One of the strategic strengths of FedEx Kinko's is their well-known and highly respected brand, which is continually accentuated and reinforced through the creative use of advertising campaigns. FedEx Corporation has been consistently recognized by Fortune Magazine that their brand is one of the top ten in the world every year (Elmer-DeWitt, Birger, Colvin, Quittner, Taylor, Boyle, Hira, Murphy, Simons, McLean, Schlosser, Gimbel, Gumbel, Kapner, Schknder, Fortt., 2008). By relying on a highly integrated series of marketing campaigns that further support their unique value proposition (Anderson, Narus, Rossum, 2006) of being synonymous with speed and trusted delivery of important documents, packages, even cars or containers, the FedEx brand has entered the mainstream lexicon of many countries as part of their everyday language (Christensen, Cook, Hall, 2005) and (Dick, 2004)."
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