FedEx Advertising

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)."

Sample of Sources Used:

• James C Anderson, James A Narus, Wouter van Rossum. (2006). Customer Value Propositions in Business Markets. Harvard Business Review, 84(3), 90-99. Retrieved May 15, 2008, from ABI/INFORM Global database. (Document ID: 993033471).
• Clayton M. Christensen, Scott D. Anthony, Gerald Berstell, Denise Nitterhouse. (2007). Finding the Right Job for Your Product. MIT Sloan Management Review, 48(3), 38. Retrieved May 16, 2008, from ABI/INFORM Global database. (Document ID: 1250414191).
• Clayton M Christensen, Scott Cook, Taddy Hall. (2005). MARKETING MALPRACTICE. Harvard Business Review, 83(12), 74-83. Retrieved May 16, 2008, from ABI/INFORM Global database. (Document ID: 930373441).
• Philip Elmer-DeWitt, Jon Birger, Geoff Colvin, Josh Quittner, Alex Taylor III, Matthew Boyle, Nadira A Hira, Cait Murphy, John Simons, Bethany McLean, Julie Schlosser, Barney Gimbel, Peter Gumbel, Suzanne Kapner, Brent Schknder, Jon Fortt. (2008, March). A LOOK INSIDE THE TOP 20. Fortune, 157(5), 109. Retrieved May 17, 2008, from ABI/INFORM Global database. (Document ID: 1438824191).
• Matthew Dick (2004). Why you must never Sellotape(r)a Xerox(r)into your Filofax(r). Journal of Brand Management, 11(6), 509-513. Retrieved May 16, 2008, from ABI/INFORM Global database. (Document ID: 687328281).

More papers on FedEx Advertising:

• Analytical Essay # 142795 : "Ups, FedEx And DHL: A Five-Force Analysis"
• Analytical Essay # 150053 : "Integrated Marketing Communication Strategies at FedEx Corp."
• Analytical Essay # 60871 : "The FEDEX Company"

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