Summarizes and discusses the articles, "Advertising and the Political Economy of Lesbian/Gay Identity", by Fred Fejes and "Commodity Lesbianism", by Danae Clark.
Abstract This paper looks at two articles dealing with the growing economic, political and marketing power of the lesbian/gay community: "Advertising and the Political Economy of Lesbian/Gay Identity" and "Commodity Lesbianism". The writer explains that the gay and lesbian communities are finding themselves more recognized in society because marketers and advertisers have seen the importance of the demographic for marketing campaigns. The writer suggests that this new-found attention from the marketing community has produced some interesting social and political effects. In conclusion the article suggests that capitalism is creating a new identity for the the lesbian/gay community and that this identity is built on the recognition of the lesbian community as a viable and important market that can be exploited.
From the Paper "In "Advertising and the Political Economy of Lesbian/Gay Identity" Fred Fejes examines the complicated relationship that gays and lesbians have developed between political agency and economic power. In fact, the interesting point that Fejes makes is that it may be that gays and lesbians are gaining political equality and clout not through traditional economic means. Other minority and disenfranchised groups have, in the past, developed political equality because they have controlled some aspect of economic production and/or capital. This is not the case with the gay and lesbian communities, Fejes argues. Instead, this group is gaining political ground because mainstream society is beginning to recognize the important market position of these individuals as consumers."
Abstract The purpose of this research is to identify the factors at the organization, which are reported by the women managers, at the entry levels, at advertising and communication firms as being major contributors to their stress. Implications for organizational change in terms of HR policies, job design, structure and management styles for the organizations have been drawn. The research also has the objective of laying down a foundation for more in-depth studies of the identification of stressors for women managers in the advertising and communications industry at the different levels in the organization.
Executive Summary
Introduction and Objective of the Research
Need for the Study
Outcome of The Study
Literature Review
Research Design
Hypotheses
Research Objective
Information Areas
Research Methodology
Sampling Universe
Sample Design
Data Collection Instruments
Data and Summary of Findings
Implications and Inferences for the Advertising and Communications Industry
Limitations of The Research
Discussion Guideline
Profile of Respondents References
From the Paper "Most companies proclaim that they have a well thought out HR philosophy that anchors diverse initiatives and activities. The companies would like to believe in grooming its managers for today and tomorrow. With this in mind a detailed management trainee scheme is designed to ensure a reservoir of talent. In an organized setup, the core functions of Human Resources Management, such as, recruitment, training and performance management are integrated through a comprehensive competency map covering key positions. Yet, inspite of all these efforts employees do face stresses and of them the women who are burdened with duties in multiple, both at home and at the workplace, bear the brunt the most. The organizations of today are looking forward to having more diversity in the workplace as it leads to not just greater profitability but also a healthier workplace where talents are appreciated and opportunities are provided regardless of gender biases.
The Industry and economy is greatly benefiting from the vast talent pool of the women managers and efforts are on to create more conducive environments for the women workers."
Tags: conflict, human, india, manager, occupational, resources, entrants, managerial, industry
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)."
Abstract This paper explains that Fletcher-Martin-Ewing (FME), Atlanta, functions as an integrated agency with a wide range of advertising and marketing activities; the integrated approach of FME assures consistency of message delivery in every area of communication. The author points out that Grey Worldwide, a part of the Grey Global Group, developed a new research tool 'Emotional Triggers', among the first research technique to detect the emotions driving buying decisions. The paper relates that Kilgannon McReynolds belongs to BBN, a multicultural agency with offices in 21 nations; therefore, this agency can handle its client's marketing communications across the globe.
Table of Contents
Agency: Fletcher-Martin-Ewing (FME)
Overview
Core Competence
Branding and Advertisement Direct Response
Public Relation
Internet Marketing
Sales Promotion & Sponsorship Marketing
Media Planning and Buying
Strategic Planning
Crisis Management
Agency: Grey Worldwide
Overview
Core Competencies
Agency: Kilgannon Mc Reynolds
Overview
Tactics to Attract the Businesses
From the Paper "The agency boasts of impressive list of clients out which the major ones are Tucker Federal Bank and Georgia State University. Under the Tucker Federal Bank campaign, it was directed at marketing for new customers in case of this independent bank which was suffering from a low awareness level in the market. The agency took the task of creating the image of a friendly, warm personality. In slightly more than six months, a campaign with the message "not too big, not too small, just right" had achieved an awareness of 67% as regards the slogan is concerned. The brand awareness had attained 52% and 60% proven recall. Besides, the agency also made a major redesign of the corporate website of its client to enhance the convenience of its customer while ensuring at the same time that the cost-per acquisition of an online customer remains low."
Abstract This paper outlines the factors that the marketing department at Walgreens must evaluate and discusses how the company can assess the effectiveness of an advertising and promotion campaign. The updated information technology system planned by Walgreens is described and comparison is made between the marketing communications used within the domestic market and the international market. The paper also shows how the communications plan is an integral part of Walgreens' marketing strategy and roll-out of new products and stores.
Outline:
Evaluate Factors
Evaluate Advertising and Promotion Programs
Evaluate the Technology
Compare and Contrast
Conclusion
From the Paper "When entering into a new market, it is important for a company to have a Marketing Communication Plan in place. This is a promotional plan in which the marketing communications are integrated, or uniform, throughout. An integrated plan is necessary for Walgreens to ensure a "single message is conveyed by all marketing communications" (Marketing Teacher LTD, 2000), which will eliminate customer confusion and reinforce the company's primary messages. The perceptions of value and accessibility given by Walgreens needs to remain constant in all markets, which can be achieved by adapting the plan to integrate local customs and cultural norms."
Abstract The paper looks at modern advertising and how it conveys various messages which motivate and act as stimuli for consumers to patronize a certain product or service that is out in the market. It analyzes how advertisements can dictate how society should live, what to buy, which product or service is more beneficial and when is the right time to purchase a product. The paper discusses how contemporary advertisements are a powerful means of influencing the lifestyle, awareness and moral fiber of modern society. The paper further examines how advertisement is a very useful tool in marketing a variety of products or services and also in communicating messages and motivating viewers.
From the Paper "Advertising agencies all over the globe are always in search for new ideas and innovative concepts in order to push a product towards a specific market. Advertisements target viewers by classifying the strong selling point of the product. On this same foundation, advertisements are set to promote the said product by identifying their target market. Upon classification of the product and identifying its market, advertising agencies use several techniques and resources of different forms and then later apply them to the concept of their advertisement."
Abstract This paper analyzes all of the aspects of the operations at the Taiwanese Branch of Phoenix Advertising and highlights the problems that exist at the facilities. The paper notes that the main problems currently plaguing the Taiwan Division stem from human resource issues such as a high staff turnover and employee morale. The paper then suggests alternatives to the problem, so that it can be rectified as soon as possible. The paper provides an associated timeline that specifically addresses the alternatives to the problems identified. The paper also explains that Phoenix Advertising hopes to gain tremendous success, by enforcing effective communication channels between employees and supervisors at the Taiwan Branch.
Outline:
Abstract
Introduction
Purpose of the Investigation
Proposal
Schedule
Authorization and Conclusion
From the Paper "Since the last quarter of this fiscal year the Taiwan Branch has had disappointing profits, the art division has had even more disappointing figures and has shown a very low productivity rate. There has also been a high staff turnover and increased absenteeism. The Taiwan Branch accounts for over 35% of Phoenix Advertising profits and sales, hence this decline in profits has resulted in a loss for the entire company. See Figure 1 below of the average share of profits for all the divisions within Phoenix Advertising. This filed investigation is aimed at identifying the critical elements of the human resource problems facing the Taiwan Branch and suggesting solutions that can rectify the problem."
This research paper explains, examines and evaluates the effectiveness of different advertising methods used by companies via the internet. It includes an introduction, statement of purpose, method, conclusion and analysis.
Abstract The paper begins by providing background on the demand for internet advertising, including facts and figures that illustrate this point. It then goes on to describe and explain three different methods used by advertisers to reach their audiences. Next, the purpose of the paper is outlined. From there a detailed analysis is given of results found through following an outlined plan researching internet advertising. A discussion of the future of such advertising based on the results of the research follows.
From the Paper "The internet is perhaps the single greatest technology to emerge in this century. Its applications are limitless, ranging from entertainment to commerce to research, all instantly available at the click of a mouse or the push of a button. Internet users can do practically anything online that they can do offline, increasing the attractiveness of this communication medium. There are over six million sites on the World Wide Web, with sixty-four million adult regular internet users. These numbers grow by the hundreds daily. Naturally, an enormous economic market has developed on this information superhighway."
Abstract In this article, the writer discusses that with advertising costs accounting for a large portion of a marketer's budget, justifying these costs and measuring their impact is becoming increasingly important. The writer maintains that it is crucial not only to identify a particular ad that is not working but also to determine methods for improving and optimizing existing advertisements. The writer further points out that since it is often difficult to tie a sale to a particular advertisement, measuring the success of a campaign relies on other research methods to uncover the communication effects, including brand recognition and consumers' intention to purchase a product. Additionally, the writer notes that in order to effectively measure an advertisement's effectiveness, a marketer should employ three types of research: developmental, concurrent, post-testing.
From the Paper "Especially in a cluttered ad environment, it is crucial for an advertisement to be eye-catching and attractive to grab a consumer's attention. Concept testing is an effective method for uncovering advertisements with the most potential to stand out among competitors' communications."
"Unlike message strategy research and concept testing, which analyze various concepts of an advertisement to expose the preferred version, pre-testing assesses the strength of the finished message and predicts how well it will perform. Popular methodologies of pre-testing include portfolio tests, jury tests and theater tests. Portfolio tests are used to test variations in advertisement copy by packaging them together and asking target consumers for insight to their preferences."
Abstract This paper explores the role of business communicators. The paper advises how to become qualified in this field and explores the profession from the author's personal point of view. The paper also includes comparisons of different tools used in marketing communications, namely pamphlets, newsletters and websites.
Outline:
Introduction
Corporate Communications as a Career
Salaries in the field of corporate communications Corporate Website Comparison
Corporate Document Analysis
Newsletter Analysis
Types of Corporate Communication Advertising Analysis
Conclusion
From the Paper "Corporate communications refers to any means by which information or ideas are communicated from a corporation to an external party, or between parties within a corporation itself. Corporate communications can take many forms, from verbal to written to visual. It spans all media forms, from intercompany memos, to press releases, to interviews given to the media, to multimedia presentations at trade fairs. Any time a corporation is making a communication that is not an advertisement, that is corporate communications. Some of the main forms are public relations, speeches, web content, internal communication and government communication.
"The field of corporate communications is specifically concerned with these flows of information. Communications staff work are responsible for managing these flows. They are involved in setting the agenda for what is communicated; when and where it is disseminated; and they write and produce the communications."
Abstract Integrated marketing communication (IMC) represents the process of unifying all marketing activities of an organization, such as sales, promotions or advertising, in order to develop the best marketing campaign that would retrieve the best results. The author of this paper examines the development of the IMC concept and looks at its implementation in business today. The writer then attempts to evaluate the impact and success of the IMC concept by looking its implementation by a number of large companies.
The paper contains diagrams and tables.
Outline:
Abstract
Integrated Marketing Communication Benefits of IMC
Barriers to IMC
Four P's and C's of Marketing
Integrated Marketing Communications at Nike
Conclusions and Recommendations
References
From the Paper "All in all, Integrated Marketing Communication is the new trend in the business community and its importance and significance is expected to increase over the next few years. Basically, the IMC represents the multitude of managerial processes aimed at unifying the marketing strategies to better meet organizational goals. The Integrated Marketing Communication, through its integration of all marketing strategies, offers the answer to the initially posed question. As such, since the company stands better chances of achieving its organizational values through the implementation of the unified IMC, rather than the usage of the disparate traditional marketing strategies, than the whole is greater than the sum of its parts."
Abstract The author of the paper contends that the rapid maturation and growth of integrated marketing communications (IMC) strategies is serving as the catalyst of greater integration across advertising, public relations, marketing, selling and service communications strategies. In the paper, the author evaluates the benefits and barriers of IMC campaigns within Nike and specifically the NikeID campaign. In addition, the writer discusses the issues of mass customization as they relate to the value chain Nike must rely on for the successful fulfillment of orders for tailored and customized shoes and accessories for customers. The author also looks at how IMC has become an integral part of the strategic plans of many organizations from a demand development and fulfillment perspective.
The paper contains two tables.
Outline:
Executive Summary
Assessing the Benefits of IMC Strategies
Dependence
Barriers to IMC Strategies
Summary
References
From the Paper "Just as broad integration and the ability to synchronize all marketing strategies within a given company is a major strength of a successfully implemented IMC strategy, the converse of this is often the case due to organizations' cultures lacking the commitment to change. Paradoxically the companies in the most need of attracting and retaining new customers often face the most difficult cultural transition to support any integrated activity, and this includes the development and execution of IMC strategies. The single biggest barrier to the development of successful IMC strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective."
Tags:advertising, public relations, marketing selling service communications strategies customization campaigns customers
Abstract This paper begins with a general discussion of communication and how one can get a message across to the audience. The writer then links this discussion to the advertising world today, whereby the Internet is used to link producers to consumers.
Contents
Introduction
Problem
Literature Review
Social, Political, Cultural Contours of the Problem
Personal Contribution
How Your Contribution Affects the Issue
Final Comments
Works Cited
From the Paper "A web page cannot shift its message in such a fashion, however. It can only grab a viewer's attention very briefly, and then lose it if it is not interest to that particular individual. The only recourse of advertising and the Internet in mediums that so easily bend to the will of the consumer, is to bombard them with messages, hoping that one will ?stick.? As a result, today, individuals are supersaturated with information, from a multitude of sources. Once, only a few televised shows existed. Now individuals have access to myriad television sources from around the world. The Internet is yet another resource, a veritable information superhighway for the consumer of information."
Tags: media, marketing, product, email, b2b, b2c, communication
Abstract This paper looks at the need for advertising in order to increase sales and create branding awareness for the product and company. The paper points out that, in today's world, Internet advertising plays a major role and is a major cost to a business. The paper then looks at each of the major consumer markets, namely, U.S.A., Germany, Japan, Spain, Italy, and the United Kingdom and how each country is spending its advertising dollars.
From the Paper "The term "media" in general refers to the communication vehicles used to take the messages to the people and these consist of newspapers, magazines, radio, television, billboards, direct mail, and the Internet. The commercial messages to the target audience is carried by the media for the advertisers, and on the other side, the media depend on the advertising revenues to cover the cost of their operations. The estimated advertising expenditure in media was shown already at around $141 billion in 2001, and it is estimated that of this expenditure television accounted for 22.5 percent, direct mail 19.8 percent, newspapers 19.3 percent, radio 7.7 percent, yellow pages 5.8 percent, magazines 4.7 percent and the Internet 1.8 percent, with other media accounting for the remainder. Among the media, there is a classification into mass media and niche media according to the advertising experts. The media of television, newspapers, magazines and radio are called mass media as they carry the messages to a widespread and anonymous audience."
Abstract The following paper discusses the elements of successful communication, effective advertising, and the factors that cause information to cross the line into propaganda.
From the Paper "Communications strategies are concerned with the planning, implementing and control of persuasive communication with customers or potential customers. The strategies are the plan and the tactics are the action. Advertising is a strategic persuasion consistent with the objectives of the person or entity sponsoring this communication.
Advertising is mass communication that is paid for. It is the most visible element of the marketing mix; it ha the broadest potential reach of all forms of commercial persuasive communication.
Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It performs the same general role of all communications as a whole: it informs, creates awareness, attempts to persuade, and reinforces buying behavior of present customers. It can also play a major role in positioning a company or its product(s)."
