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Sex in Advertising, 2006.
Discusses the blatant use of sex in advertising and why it is harmful to society.
1,637 words (approx. 6.5 pages), 5 sources, APA, $ 53.95
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Abstract
This paper takes a look at how the advertising industry places almost no limits on its use of sex to sell products and explains why this form of advertising is harmful to the consumer. The paper also explains why advertisers use sex to sell products and looks at what consumers can do to restrict or eliminate the excessive use of sex in advertising.
From the Paper
"Aside from the obvious blatant contribution these sexually oriented advertisements have toward the destruction of the moral fiber of our nation these advertisements also contribute to destruction of the thinking processes of the specific demographic to whom they are directed. For example, the perfume advertisements of Calvin Klein tell young women, many of whom are just reaching puberty that it is perfectly correct, proper and desirable to starve one's self into an abhorrently emaciated body frame thus creating eating and nutrition disorders than can take a lifetime to correct. That is providing the life span is long enough in their desirable body style to accomplish a cure."
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Are Audiences Active?, 2006.
A discussion on the role of the audience in entertainment.
1,550 words (approx. 6.2 pages), 6 sources, APA, $ 50.95
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Abstract
This paper provides a brief overview of some audience ratings systems and the integral part an audience plays in the creative process for entertainers and the marketing techniques of advertisers.
Introduction
Overview of Audience Ratings Systems
Other Types of Audience Research
It Takes Two to Tango in the Theater
Conclusion
Bibliography
From the Paper
"Advertisers and marketing specialists are constantly seeking the Holy Grail of Sales: what will compel the average consumer to purchase a particular product or service, or to watch a television show or attend a movie. The question of what motivates a consumer to buy challenges the imagination and ingenuity of every type of industry which has an audience and presses research specialists forward into new fields of investigation. "Motivational research, for example, attempts to probe the unconscious impulses that motivate buying decisions; advertising agencies then utilize these findings to influence the consumer and to attempt to break down sales resistance.""
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Global Advertising Agencies, 2006.
A study in the relatively recent phenomenon of global advertising agencies.
2,975 words (approx. 11.9 pages), 13 sources, MLA, $ 87.95
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Abstract
This paper looks at the transition from local ad agencies to global conglomerates. These new mega firms, as the author explains, are responsible for creating world-wide advertising campaigns that must have universal appeal, while also maintaining local relevance. The author examines a number of case studies based on international companies seeking to promote themselves from Europe to the Far East. The paper analyzes what campaigns worked -- and why -- and how ad agencies are able to position themselves as global agents.
From the Paper
"Reality, however, varies from Germany to Australia, from Japan to Italy. So does make-believe. In order to be truly global (and yet, at the same time "local") one has to understand what works in each nation, what attracts potential customers, and where is that attraction? It is this notion of "going global" that has changed the face and the fate of American Advertising Agencies."
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Generational Marketing, 2006.
This paper analyzes how advertisers and manufacturers target consumers with generational marketing.
1,135 words (approx. 4.5 pages), 3 sources, APA, $ 39.95
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Abstract
This paper examines the impact of generational marketing which segments the consumer audience into various age groups. According to statistics the audience most desired is between the ages of 19-34, which results in most products advertised on television aimed at this particular group. This paper also probes the marketing approach of several brand name companies including Seagram's, Weight Watchers and Betty Crocker.
From the Paper
"Marketers have also researched who watches the evening news, and found that the audiences skews older. So, the commercials tend to be aspirin, vitamins, some medications for ulcers or heartburn or lowering cholesterol. It is this "older" generation which is afflicted most often with the discomforts and illnesses that these products help "cure."
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Internet Marketing and Advertising, 2003.
An overview of the history of internet marketing and advertising.
4,105 words (approx. 16.4 pages), 19 sources, MLA, $ 110.95
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Abstract
This paper discusses the history of advertising on the web, current trends of internet marketing and the cost of internet marketing, including the advantages and disadvantages of advertising on the web. It also looks at available statistics on corporate profit from internet advertising and finally the future of the internet.
Outline
Brief History of Development of the Internet & Internet Marketing
Current Trends of Internet Marketing & Advertising
The Cost of Internet Marketing
Corporate Profit from Internet
Web Demographics and Laws Governing the Net
Advantages and Disadvantages of Advertising on the Internet
Future of Internet Marketing
Conclusion
From the Paper
"Ming Chi and Sandy Xu's web page talks about how Internet marketing is an inexpensive way for businesses to market. According to their research, traditional marketing requires time, money and determination. In Internet marketing, businesses deal directly with consumers. There is no need for marketing intermediaries. Businesses no longer deal with marketing agencies and the distribution costs are also eliminated. (WebPromote. 1996) To do mass marketing in the conventional way is extremely expensive but for Internet marketing this is not true all. The Internet enables businesses to conduct mass marketing, target marketing, and niche marketing in a small fraction of the cost of
conventional marketing."
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Mineral Water Markets, 2006.
A paper describing the marketing strategies for mineral water that must be applied to the Indonesian market in order to be successful there.
3,135 words (approx. 12.5 pages), 5 sources, MLA, $ 91.95
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Abstract
This paper details the marketing strategies that the mineral water industry must adopt in order to be successful in penetrating the Indonesian mineral water market. The paper explains that there are certain risks associated with doing business in Indonesia and that knowledge of these risks and the ability to apply marketing strategies that take into account these risks are essential to maintaining a competitive edge. The paper further explains that, while there are great challenges to marketing mineral water in Indonesia, the potential payoff is also great. Finally, the paper provides background information on the Indonesian government and economy and a recommended strategy for marketing mineral water in Indonesia.
Table of Contents
Executive Summary
The Driving Reasons
Some Words of Caution
Export and Import Trends
Government and the Economy
Principal Growth Sectors
Political Factors
Marketing U.S. Products and Services
Conclusions and Recommendations
From the Paper
"Although the strategies of global marketing within the Mineral Water Industry is to a great extent fairly straightforward throughout the world the strategies necessary for successfully marketing Mineral Water in Indonesia presents some quite unique problems that must be addressed in order to be successful in this venture. Several companies within the industry have successfully instituted the marketing of the Mineral Water Industry wide throughout the United States (US)."
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The Impact of Advertising and Persuasion, 2006.
A look at the persuasive impact of advertising upon American culture.
2,313 words (approx. 9.3 pages), 5 sources, MLA, $ 71.95
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Abstract
This paper takes a look at how advertising has affected American culture since its inception. It gives background information on advertising in the early days of America and looks at how advertising has changed over time, making its impact even greater today and more harmful to society.
Outline
Thesis Statement
Early American Impacts of Persuasion
The Middle Years
Culture from 1950 Forward
Conclusions
From the Paper
"Given neither the fact that advertising is nothing more nor nothing less than the practice of persuasion it therefore becomes important to know the impact of this persuasion upon culture as we define it today. Advertising can be traced back to well beyond 5,000 BCE and has impacted civilizations - and thus cultures - in almost too many manners to account for properly. Therefore within our scope here we shall limit the persuasive impacts of advertising upon our American culture a fairly limited period of just over 225 years."
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How to be Successful in Business, 2006.
A look at how the internet can help businesses succeed and why companies such as Nintendo and Microsoft are particularly successful.
2,680 words (approx. 10.7 pages), 7 sources, MLA, $ 80.95
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Abstract
This essay examines the pros and cons of internet advertising, how small businesses are using the net to advertise and expand their markets, offers traditional sales techniques on-line marketers can use to discover new customers and shows how software giant Nintendo maintains its profit share by creating software that cannot be pirated.
Table of Contents
Internet Marketing: The New Frontier of Advertising
Nintendo the Leader in Computer Software Games
From the Paper
"The Internet is quickly becoming one of the best sources for marketing a product. Even a beginning Internet user can buy books, groceries, take out meals, Christmas gifts, and just about anything, that were once sold only through catalogues and other traditional marketing sources. The use of the Internet as a marketing tool provides new opportunities and markets for businesses, benefits to both consumers and businesses, but also develops marketing and purchasing problems that previously did not exist."
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Marketing Strategy of Gateway Inc., 2006.
A paper explaining Gateway Inc.'s multi-channel marketing strategy for presenting their products.
3,968 words (approx. 15.9 pages), 6 sources, MLA, $ 107.95
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Abstract
This paper describes the products of Gateway Inc. and describes the company's marketing strategy that has managed to keep the company name conspicuously in the public's view. The paper explains that, in addition to operating a network of company-owned retail outlets, Gateway also focuses on providing complete technology solutions for its clients, including financing, internet service, a personalized internet portal, peripherals, software, training and of course speedy service where needed. This multi-channel marketing strategy, the paper points out, is the key to the company's continued and future success.
From the Paper
"Gateway's marketing strategy is in reality based upon how one's approach toward the company is configured. The company is set off into segments consisting of first and foremost, the consumer segment. Then comes the commercial purchaser of their products such as network servers, wide area networking equipment and finally local area networking equipment. These latter customers are businesses, both large and small and professional business installations such as offices large and small plus institutional buyers. These clients usually have a specialist assigned to them in order to get them up and running in their more complex systems."
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Michael Jordan, 2005.
Examines the marketing attraction of one of the world's greatest basketball players.
2,088 words (approx. 8.4 pages), 5 sources, MLA, $ 65.95
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Abstract
Marketing is the exchange that takes place between consumers and sellers to satisfy individual and organizational goals. Successful marketing is customer driven. It encompasses having the right product, at the right price and at the right time. The paper show that this is also the reason that Michael Jordan is a "superstar," instead of just another basketball player. It discusses Jordan's successful campaign with Nike Inc. and how his image affected American society.
From the Paper
"In a culture with an inexhaustible passion to rank, to quantify, to compare and contrast everything, Michael Jordan has been the universal measuring device in appraising greatness. The overpowering magnificence of Jordan, the athlete and cultural phenomenon, has had a profound effect on global society. He didn't invent the fashions, just as he didn't invent the smile and the wink, but he combined all of them in such an engaging manner that the once-unsightly affectations became trendy, and his image became nearly as admirable as his unsurpassed skills."
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The Harley-Davidson Case, 2004.
An analysis of the relation between advertising and publicity, with reference to the Harley-Davidson case.
1,301 words (approx. 5.2 pages), 3 sources, MLA, $ 43.95
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Abstract
This paper discusses the necessary relationship between the advertising and publicity aspects of a business. The paper presents the Harley-Davidson case study to illustrate the success of a product when there is a smooth connection between the initial advertising phases and the subsequent promotional phases. The paper compares this case study to the workings of a software company.
Outline
Introduction
Brand Relationship Strategy
Advertising vs. Sales Promotions
The Role of "Salespersonship"
Conclusion
From the Paper
"There are two important ideas to be noted here, as representing the goal of the brand relationship strategy: customization and differentiation. The main goal is to convince the final consumer that the product he will be using, the software itself, is not only created to suit his best needs (customized), but it is created by the very customer himself. In this sense, somewhat similar to the Harley Owners Group, albeit of a somewhat different nature, the team of programmers organizes brainstorming session and brainstorming groups in which the members of the final consumer firms get together with the programmers and customize the software application to fit the exact needs of the company. It may seem like the usual business meeting, but there are several rules to be followed."
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Advertising to Children, 2005.
This paper discusses the reaction of three interviewed children to television advertising of products of interest to children.
1,605 words (approx. 6.4 pages), 3 sources, MLA, $ 52.95
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Abstract
This paper explains that children react to advertisements similarly to the way adults react (1) by absorbing subconsciously sensory data, such as slogans or jingles, and (2) by associating certain emotional responses with certain products; however, children, especially young children, do not possess cognitive skills sufficient to understand fully the impact of advertising on their impulses. The author points out that three children frequently peppered their interviews about products, which the children had seen advertised recently on television with "I want..[a specific brand]..", demonstrating that television commercials stimulate the consumer instinct and create brand awareness. The paper relates that advertising draws children's attention away from those products that are not advertised on television.
From the Paper
"Advertising does create awareness of products that the kids might not have otherwise known about. The nine-year old, for example, said, "Oh, oh, I want the Barbie radio!" When I asked her if any of her friends had the product she said no, that she just saw it on television. Wanting was expressed linguistically and straightforwardly by all three children: all three used simple language to convey that they coveted or craved items they had seen on television. Even negative responses to television commercials were expressed through language of "wanting." A few of the three children used the word "need" in conjunction with what they had seen on television, except for the nine-year old who said that she "needed" some accessory toys for her doll, but not because she had seen them in a commercial. The twelve-year old, when talking about the Play Station commercials she had seen said that she "needed" to get a new game console because hers was old."
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Advertising of Prescription Drugs, 2005.
This paper analyzes two radio commercials for prescription medications for their adherence to FDA guidelines, marketing techniques, failings and overall message of the advertisement.
1,845 words (approx. 7.4 pages), 2 sources, MLA, $ 59.95
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Abstract
This paper explains that direct-to-consumer advertising is considered to be a powerful marketing tool and to be a helpful service for patients who wish to be informed about their options and be active in their own treatment; however, direct-to-consumer advertisements for prescription medications may hinder effective health care in several ways including reducing doctor-patient communication. The author concludes that the analyzed commercials for Allegra D to treat allergy symptoms and an unnamed cholesterol-fighting drug did adhere to the FDA guidelines. The paper states that these gimmicky commercials are not actually informative to the general public; they are simply a tool used by the medication companies to benefit from the consumerist impulses of the population.
From the Paper
"Direct-to-consumer advertising is a phenomenon of the past couple of decades. The FDA has set guidelines for drug companies to follow that are intended to prevent consumers from being taken advantage of by misleading advertisements. All commercials must use words that common people can understand, without using advanced or complicated vocabulary that would require higher education or specialized training to decipher. Most of these commercials have to state a great deal of information about the product, including intended uses and common side-effects, as well as providing means for consumers to get more information about the product that would include all of the labelling that the FDA requires for the drug. However, the commercials that were observed were exempt from these guidelines because they were brief "reminder" or "help-seeking" ads."
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The Pun: A Linguistic Resource, 2005.
This paper examines the pun as a linguistic resource for advertising.
3,380 words (approx. 13.5 pages), 15 sources, MLA, $ 96.95
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Abstract
This paper explains that, as a linguistic resource, the pun is so effective in performing the ludic function of language to the extent of being among the most effective tools in graphic advertising. The author points out that the use of puns is truly ancient, but their use in print media is a fairly modern phenomenon, representing an effective method of engaging a reader's attention by inviting the reader to become an active part of the process. The paper stresses that there is a risk of having the pun miss its target because some readers simply turn the page if they do not understand an ad at first glance; but, on the other hand, inviting the reader to examine the ad a little further relates to the pun's success in print advertisements. Table, illustration and chart.
Table of Contents
Review and Analysis
Background and Overview
Conclusion
From the Paper
"To this end, this paper attempts to present the analysis of advertisements published in the graphic media in the UK and in the USA, from the perspective of Austin's Speech Act Theory (1975). This Speech Act Theory argues that when we use language we are performing certain acts. There are three acts which utterances can be said to perform: A locutionary act, an illocutionary act and a perlocutionary act. This paper will take locutionary acts performed by the text in graphic advertisements and it will attempt to identify the illocutionary force. The perlocutionary effect is beyond the scope of this paper. The guiding principles which, according to Grice, govern talk and which are so thoroughly studied in conversational analysis (C.A.), apply to texts used in graphic advertising as well. Studying Grice's Maxims enables an addressee to draw inferences as to the implicatures of such utterances. Every utterance, whether it abides by or flouts these maxims, has both entailment and implicature, which this paper intends to explore."
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Advertising Agencies, 2005.
This paper discusses three different advertising agencies namely Fletcher-Martin-Ewing (FME) Grey Worldwide and Kilgannon McReynolds.
2,875 words (approx. 11.5 pages), 15 sources, MLA, $ 85.95
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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."
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