The Effectiveness of Advertising

Paper Summary:

This paper analyzes effective advertising. It looks at three large corporations that use several mediums of advertising and public relations campaigns in order to promote products and services. The companies that the paper focuses on are Home Depot, Jenny Craig and Staples. The paper is an overview of their methods and a consensus of what works. It then looks at where improvements can be made in their advertising campaigns.

Table of Contents:
Home Depot
Jenny Craig Weight Loss Systems
Staples

From the Paper:

"Home Depot is an event marketer in that it sponsors The Home Depot Racing Team for NASCAR Racing, which sports the Home Depot logo on a race car, and this advertising is seen on stations across the globe. Home Depot sells NASCAR merchandise such as the #3 Dale Earnhardt Pedal Car and the NASCAR Total Team Control X-Box. Home Depot builds relationships with NASCAR fans in this manner and since its partnership with Joe Gibbs Racing and KaBoom, it is now reaching children (their parents, really) due to HD's role in the Racing to Play playgrounds constructed with at-risk children in mind, a non-profit venture with 10 playgrounds completed and 10 more in the process of being built by over 2,000 volunteers (Homedepotracing.com, 2006)."

Sample of Sources Used:

• Homedepot.com. (2006). Retrieved December 9, 2006, from http://corporate.homedepot.com/
• Homedepotracing.com. (2006). Retrieved December 9, 2006, from http://www.homedepotracing.com/index.jsp
• Jennycraig.com (2006). Retrieved December 11, 2006, from http://www.jennycraig.com
• Staples.com. (2006). Retrieved December 11, 2006, from http://www.staples.com/
• Staplescenter.com. (2006). Retrieved December 11, 2006, from http://www.staplescenter.com/home/default.sps

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