Abstract This paper presents a marketing plan for a Crest teeth-whitening product. The paper explains why the product is marketable, presents a media strategy for marketing the strips, as well as a direct marketing strategy, and suggests a strategy that would align the Crest name and product with nonprofit organizations devoted to promoting dental awareness and proper tooth care.
From the Paper "Imagine-all of the natural whiteness power of Crest-combined with an explosion of flavors not found in nature! You haven't even taken off your pajamas and already you have a whiter smile-and the taste of excitement in your mouth! You're ready to start the day! The current success of Crest White Strips has shown that the young to middle aged adult professional crowd seeks a whiter smile without the hassle and high cost of frequent dental visits for professional tooth whitening. Furthermore, the highly pressured lifestyles of today's professionals demand that they look good, feel young, and drink coffee to stay up late, which really takes a toll on the teeth! More patients in 2003 (19.3%) asked their dentist about tooth whitening than any other dental topic. This was up from 11.0% in 2001. (Berry, 2004)"
Abstract This paper studies Procter and Gamble's marketing strategy, focusing on a case study of one of the company's products: Crest Whistestrips. The paper, which includes a copy of an article detailing market research for Whitestrips, summarizes the effect that the market research had on Procter & Gamble's marketing strategy and tactics for that product.
Abstract This paper explains that, in Jack London's "Martin Eden", the sea, which is the central thread that binds this novel together, represents that Eden is a humble man who rises to great heights on the crest of a wave but cannot maintain or support those heights. The author points out that, throughout the book, the sea is a constant reminder of Eden's past as a seafarer who has found much success as a writer but finds that fame and fortune are not all he thought they would be; thus, he returns to the sea to commit suicide because it is the place he knows best and respects the most. The paper states that some readers might think that Eden's suicide did not fit with the rest of the book, which showed him as an extremely determined and strong individual who knew how to create the future he wanted; however, having to do "hack" writing to pay the bills, he was disillusioned with his own career and with his dreams.
From the Paper "That is another important thread throughout the novel that ties into the element of the sea. Eden was innocent when the novel began. He was clumsy in society, his vocabulary was weak, and his social graces were nil. Yet, there was a charm about him that disappears by the end of the novel. He is no longer charming, he is passionate about his beliefs, but he has also grown beyond them intellectually. He understands more than the people he was trying so hard to impress, especially Ruth, and this realization shatters him. He discovers the woman he has put on a pedestal is really just a mere mortal, and not a very nice one at that."
This paper analyzes the persuasion techniques employed by two advertisements - a print ad for Revlon Limited Edition and a print ad for Crest Renewal Whitestrips.
Abstract This paper examines and compares two advertisements - a print ad for Revlon Limited Edition and a print ad for Crest Renewal Whitestrips. The paper discusses the visual elements of the ads and the persuasive techniques that they both employ. It then looks at the meaning of the ads and the statements that they make to the viewers. Finally, the paper discusses the assumptions about human behavior that the ads make.
From the Paper "Both ads are based on certain assumptions about human behavior and especially about what women want and how women behave. These assumptions may be true in a society that places a high value on looks, though the value of these attitudes can certainly be questioned. They are not questioned at all in these ads, and the advertiser is relying on them not being questioned by most people looking at the ad. It is assumed that the women looking at the ads want to be seductive and want to hide their age, and the products are then offered to enable them to do just that. The ads use images and copy to link the product to a desired end and imply that there is no other way to reach that end. The ads suggest that the women pictured in both ads only achieved the same end by using the product, though logic would suggest otherwise. The two women in the Revlon ad are beautiful because they are beautiful, not because they use Revlon, and the woman in the Crest ad looks young because she is young and not because she has whitened her teeth with Crest strips."
Abstract Colgate-Palmolive is one of the most successful consumer products manufacturers in the world. Its products are particularly successful in the areas of health and beauty, and its signature toothpaste line competes against Procter & Gamble's Crest brand for market dominance.
From the Paper "Introduction
Colgate-Palmolive is one of the most successful consumer products manufacturers in the world. Its products are particularly successful in the areas of health and beauty, and its signature toothpaste line competes against Procter & Gamble's Crest brand for market dominance. Companies in this industry sector maintain their market share by introducing new products on a regular basis, and by adding features and benefits to existing products. In this way, consumers have a reason to continue to purchase the more expensive branded products rather than switching to generic product offerings. So long as consumers can differentiate benefits which justify the additional cost for the branded products, they will continue to purchase those products. This research examines two recent entries into the consumer market made by ..."
Abstract The paper discusses Totem poles of the Northwest Coast Tlingit people, how and why they were made, the meaning behind them, and their intended use. The paper highlights the unique design elements and patterns used by traditional Tlingit carvers and gives numerous illustrative examples.
Outline:
Totemic Clan-Crest Animal Figures
Modern Day Totem
From the Paper "At one time Tlingit carving was considered important by the outside world for its ethnological value. However, at the San Francisco Exposition of 1939, and later at a 1941 exhibit at the Museum of Modern Art in New York City, Tlingit carving was displayed as art. (Holm, 27) Now it is a widely acknowledged art form highly prized by art lovers worldwide. Today a number of successful native artists carve totem poles on commission, usually taking the opportunity to educate apprentices in the demanding art of traditional carving. Modern poles are almost always carried out in traditional styles, although some artists have felt free to include modern subject matter or use nontraditional styles in their execution."
