Abstract
This paper deals with the explanations and considerations that are needed to understand why gender effectively influences responses to advertisements. It considers stereotypical advertising, actual physiological and psychological differences between the sexes and the effect of affect and cognition on gender responses. It places emphasis on ways to market effectively to the two genders without being stereotypical and looks at how marketers must have a balanced and diverse team that will work together to avoid stereotypes in marketing campaigns and that will come up with new, creative ways to get the customer's attention and arouse interest in the product offered.

From the Paper
"Another mistake marketers often make is patronizing women or attempting to take advantage of perceived weaknesses in women. For example, handgun companies are now targeting women as never before. However, they often exploit the fears that women have in today's often violent society, the feeling that women often are helpless against rapists, thieves, and murderers, and need to protect themselves and their families. Today there are more single mothers than ever, and women that are the head of their households feel it is their responsibility to protect their homes and children. Gun makers recognize this as an opportunity to raise sales and market share and have responded with products and ads specifically targeting women."

Tags:cognition, influence, marketing, physiological, psychological, sex

Abstract
In the first section of the paper, the author lists out the objectives of the communication and advertising campaign and describes the potential or expected outcomes. In the second section, the author lists out three different advertising media that can be used by Microsoft to advertise the Zune product. The final section of the document takes a close look at the projected budget for the above mentioned advertising campaign. The conclusion summarizes everything that has been stated and recaps the paper's main points.

From the Paper
"The objective of this document is make an in depth evaluation of the different alternatives that are available to Microsoft with regard to Zune advertising. In the first section the author lists out the objectives of the communication and advertising campaign and describes the potential or expected outcomes. In the second section, the author lists out three different advertising media that can be used by Microsoft to advertise the Zune product. The final section of the document takes a close look at the projected budget for the above mentioned advertising campaign."

Tags:zune, advertising, media

Abstract
In this article, the writer discusses that one of the most successful and intriguing advertising campaigns in recent history is the Got Milk? campaign, started by the California Milk Processor Board, and now run by America's Milk Processors. The writer explains that this campaign utilizes celebrities wearing milk mustaches to advertise milk and milk products. The overt messages in the campaign are about the health benefits of drinking milk. The writer discusses that while no single 'Got Milk?' ad captures all four ethos, when the ad series is viewed as a whole, it is clear that the America's milk processors manages to use all four ethos, competence, integrity, likableness, and forcefulness, in their campaign. Therefore, to understand how advertisers manipulate ethos, this paper examines 'Got Milk?' advertisements.

From the Paper
"The ad clearly conveys the message that Helgenberger is competent; the character she portrays on TV is a very competent investigator and it is overtly referenced in the ad. In addition, the ad references Helgenberger's role as a mother, a role that many people associate with competence, especially when it comes to issues regarding nutrition. Furthermore, by referencing her role as a mother, Helgenberger reminds people that she has been through at least one pregnancy, which invites scrutiny of her physique. If her physique can be in great shape after carrying a baby, and her secret is to consume milk, then the message conveyed is that any can achieve the same type of results. While this ad is more honest than the Dark Knight ad, it almost certainly omits other salient factors that have probably contributed to Helgenberger's continued good looks, like a personal trainer and other careful food choices."

Tags:protein, concept, forcefulness, celebrity, advertiser

Abstract
In this paper, the writer discusses the importance of having harsh limitations on cigarette advertising. The writer maintains that whether in regards to billboards, television spots, back-page magazine hits, or even sponsorships in the arts and sports, big-tobacco has a well-documented history of creating messaging beyond simply offensive. The writer argues that as a result of decades of false, misleading, and socially irresponsible advertising, cigarette manufacturers must have severe limitations on their ability to advertise what is clearly a harmful product.

Tags:banning, cigarette, advertising

Abstract
The role of sex appeal in advertising is undeniable. Most advertisements nearly cross the line of exploiting the models to advertise a product completely unrelated to the ad. The paper shows that it seems more and more advertisers are following the route of selling sex and hoping that the product somehow weaves its way into the mind of the viewer. The paper concludes that while society has a long way to go before the psychological and sociological impacts of women's portrayal in advertising is cleaned, it is good to see that initial attempts by companies like Nike are already underway. Sex may sell, and this fact may be irrefutable, but with broad-reaching affects reaching critical mass, a shift in the presentation of sex will hopefully change in coming advertisements. The paper shows that women's empowerment will do much to shift the sociological power and will undoubtedly frame a new social standing for female role-models.

From the Paper
"But sometimes the advertiser does not go so far as to destroy the societal role of women to further advance their product. A print ad by sketchers featuring singer Carrie Underwood shows her in what appears to be a shoe store as she gasps while five attractive 'shoe salesmen' crowd around her, clutching Sketchers brand shoes. There's a clear sociological shift of power depicted in this ad, but it does still play into stereotypes that society possesses. Rather than being a passive object of pleasure, the woman becomes actively pursued by the men in the ad. The power, then, falls to the woman who may then choose which of her pursuers - and, of course, which shoe - she will take. "

Tags:stereotype, jordache, sports, entertainment

Abstract
The paper reviews five articles on the topic of Europeans using US-developed advertising techniques for European audiences and American companies developing their own approach to advertise to Europeans. The paper looks at "Counter-attacking the Kremlin" by The Economist, "Marketers Have Eyes on the 'Third Screen' by Pfanner, "Direct-to-Consumer Advertising Debated in the United States and European Union" by Guthrie, "'Culture' and the Limits of Innovation in Marketing" by Ernest Dichter and "Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s" by Schwarzkopf. The paper highlights the cultural insecurity of the European Union and shows how advertising freedoms in the US can be viewed as threatening in Europe.

Outline:
Introduction
"Counter-attacking the Kremlin"
"Marketers Have Eyes on the 'Third Screen'
"Direct-to-Consumer Advertising Debated in the United States and European Union"
"'Culture' and the Limits of Innovation in Marketing"
"Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s"
Analysis and Recommendations

From the Paper
"We take our advertising freedoms in America for granted. In Russia, the non-governmental media outlets have been shut down one after another. There is only one major private media outlet left as of the time of this Economist article: New Times. The brave editors of this newspaper have persisted despite Kremlin-directed assassinations of journalists, persecution of media editors, and revocation of the licenses of those who are not willing to toe the Kremlin's political line.
"The point of the Economist article is that Europeans have, for the most part, attempted to assuage the Kremlin by turning in the other direction as anti-democratic press suppression is taking place at their doorstep. Appeasement isn't working, says the Economist."

Tags:culture, European, Union, direct-to-consumer

Abstract
The paper asserts that an ethical advertisement should never flex the facts in order to make the product more saleable. The paper discusses the ethics of weight loss advertisements targeting those who are vulnerable, such as teenagers or anorexics, and advertisements promoting fat-burning and muscle building that create issues of body image and perception. The paper discusses how, while the weight-loss industry is huge, if companies do not advertise carefully, they would be open to criticism from the Federal Trade Commission (FTC) and the public. The paper concludes that in general, the advertising of a product ethically towards the consumer also benefits the manufacturer.

From the Paper
"Any advertisement which hoped to sell weight-loss, or fat-burning, products would therefore have to be extremely careful with the claims being made, without, however, resorting to the Suanabelt's use of trickery. Any advertiser would need to carefully examine the benefits of the herbal supplement, and then insure that the adverts conformed to the FTC guidelines. The Advertiser might consider following the guidelines as laid down by The Weight Management Code Administration Council of Australia in order to ensure that there is no obvious misleading of the customer."

Tags:anorexics, body, image, commercials, deception

Abstract
The paper discusses how Wal-Mart is guilty of extensive human rights violations and thus, in severe need of an advertising approach which deflects attention from its labor indiscretions. The paper also explains how Wal-Mart's business model is inherently destructive to traditional forms of advertising, with its refusal to advertise through local or community based methods. The paper then reveals that Wal-Mart seeks to reshape its image with a new ad agency and actively assert itself in mass media in lieu of local ones. However, the paper relates that Wal-Mart continues to alienate itself from the people and economic decision-makers, and contends that its advertising approach will only improve as a reflection of real improvements in the company's business practices.

Outline:
Findings
Conclusion

From the Paper
"What is perhaps most compelling about the meteoric rise of Wal-Mart's relevance to both the nature of America's consumer culture and the scale of its swelling late 20th century economy is its capacity to accomplish this with an absolute commitment to the lowest consumer prices. This is a measure which Wal-Mart has attained almost regardless of the consequences outside of its monstrous market-share. Still, a general pursuit of research regarding the organization is to find a disturbing insight into the duality of Wal-Mart."

Tags:mass, media, economy, consumers, revenue

Abstract
This paper examines how the internet community is continually growing and how companies are taking advantage of this growth and utilizing the internet as a medium to advertise. It looks at how,, through the variety of ads and technologies available, companies can reach a far greater audience than they would have reached through using traditional media, such as television or newspaper. It discusses how, although internet advertising is still in the beginning stages, the potential exists for it to be the primary means of advertising and how, as the technology continues to be enhanced coupled with the internet's accessibility and mobility, we will most likely see more companies utilizing internet advertising as the preferred medium to potential customers and investors.

From the Paper
"The expansion of the Internet has opened the door to a more immediate and far reaching form of mass communications. The Internet is vast in size and capabilities and is a common medium in which to reach people. At some point of each day, almost everyone utilizes the Internet. Since the 1990's, the Internet has grown significantly. As of 2002, there were approximately 580 million Internet users worldwide. By 2004, it is estimated that there will be 709 million Internet users worldwide. As the Internet audience expands, the usage will also increase. A survey of 53 million adults who use the Internet at home and work concluded that the Internet is the most used medium during a typical 24-hour weekday (Saunders, 2002)."

Tags:mass, communications, technology

Abstract
The author of this paper examines a form of advertising adopted by the notable US tire producer Goodyear - the use of dirigible flying devices in order to advertise their products. The paper examines the various aspects of this advertising device and attempts to explain why, in the writers opinion, they are so effective. The paper includes one photograph.

From the Paper
"Indeed, on one hand, the blimp fleet is obviously an efficient marketing tool by simply putting the company's name on the sky and, thus, into people's mind. Such an effect is not to be undermined: someone walking around on the street or going to work may simply be reminded that he needs to change his or her tires at some point and Goodyear will obviously look like a good choice, simply because one of the blimps from the fleet was seen in the sky. With the three blimps located in different parts of the United States, including Florida and California, the advertising message is pretty well spread out from a geographical perspective.
On the other hand, the blimp is also an effective marketing tool because of its primary function, that of a light aircraft. Indeed, the blimps can carry up to six people and they are generally used for company partners, company guests and/or members of the press. This is an additional effective marketing tool and a special one, not usually seen on the market. People will be awarded a special experience by the fact that they can travel in a blimp, a blimp obviously associated with the Goodyear company and, thus, promoting the company's name."

Tags:dirigible, airship, goodyear, tire, message, textual, blimp, marketing, popularizing, nascar, logo