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The Soft Drink Market, 2004.
An examination of the soft drink market, in general, and Good Body drink, in particular, focusing on marketing successes and failures.
2,950 words (approx. 11.8 pages), 11 sources, MLA, $ 87.95
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Abstract
This paper studies the marketing trends and strategies used by Good Body drink to market its product in the United States. An overview of the soft drink market in general is provided. The paper discusses the target market of Good Body drink and analyzes the product's marketing successes and failures. Various opportunities and threats facing the soft drink company are presented in this paper.
Introduction
Good Body Drink and its Target Market
The Drink Industry and its Current Environment
Good Body Drink's Marketing Successes and Failures
SWOT Analysis of Good Body Drink
Opportunities and Threats to be Addressed
Conclusion
From the Paper
"Good Body drink was established in California by a group of friends who were looking for a healthy alternative drink in the early 70s. The product during its initial stages was produced in the homes of the manufacturers and marketed to local establishments and restaurants by using personal selling. The advertisements and promotions used by the company were pleasing and appealed to the sense of humor of the community they served. When pricing the product the owners of the company choose to price it higher that the other drinks available in the market. In spite of the higher price of the product the company was able to increase the sales growth. With customer demand increasing the company also decided to diversify. It created more than 25 additional unique flavors to complement the ones that were already being marketed at the time."
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Internet Privacy Policies, 2004.
An examination of the fine line between the tracking of consumer trends on the Internet and the abuse of privacy.
3,015 words (approx. 12.1 pages), 6 sources, MLA, $ 88.95
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Abstract
This paper addresses the sensitive issue of the practice of companies that track consumer trends on the Internet and, in turn, use this information for advertising targets on a person's computer. It discusses how this is discouraged when children use the Internet and looks at the laws and prohibitions in place, which in theory, are meant to limit and protect the consumer from unnecessary abuse.
From the Paper
"Until the debate is settled, if ever, it is largely up to the consumer to protect himself. Companies are using many methods to track and collect personal information. While the programming ingenuity is admirable, the ethical and legal use of the collected data is yet to be determined and we do know that it opens up many doors of risk. While identity theft is a major risk, the collection of personal information to create a user profile can be beneficial if the user maintains control. A profile allows personalization that can give users a sense of belonging. It allows a site to greet the customer by name, offer services and products according to individual preferences, and not being required to retype requested information. In this light, such risks can be worthwhile if the user is careful."
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The Economic Impact of Michael Jordan, 2004.
A look at the immense earning power of celebrity sports star, Michael Jordan.
2,069 words (approx. 8.3 pages), 18 sources, APA, $ 65.95
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Abstract
This paper looks at the economic impact of Michael Jordan that resulted from his super-star status and his endorsement of certain products. The paper points out that, in addition to having had a positive economic impact on the NBA, Michael Jordan has also had a tremendous economic impact on companies whose products he has endorsed and that, in essence, Jordan himself represents power, influence, globalism, wealth, and capitalism .
From the Paper
"Sport personalities and their sponsors have now become a winning combination and the link between the two has proved to be an immensely profitable connection for the global economy. There are several reasons why sports personalities are chosen to promote certain products. Firms are quite careful in their selection of the right face and name to associate with their products or services. Research in this area indicates that firms select celebrities when it is felt that "the life experiences of endorsers fit the advertising message, that the endorser has high appeal with the firm's target consumer group, or that the endorser's universal appeal makes the advertising universal." (Mathur et al, 1997)"
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Managing Marketing Communications, 2004.
This paper discusses the management of marketing communications: advertising, sales promotion, public relations, and direct marketing.
3,490 words (approx. 14.0 pages), 17 sources, MLA, $ 98.95
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Abstract
This paper explains that the key elements to the success of a marketing, sales, or public relations campaign are the abilities to target audiences and to respond effectively to consumers' ever-changing wants, needs, and desires. The author points out that traditional large-budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services; rather, more focused campaigns, which take into consideration target markets and consumer objectives and preferences, are necessary. The paper stresses that most effective marketing plans and campaigns serve as tools to help move consumers into a manufacturer or retailer's corner and to keep them buying into a particular market share.
Table of Contents
Introduction
Sales Campaigns
Public Relations
Marketing
Advertising
Conclusion
From the Paper
"More than 36 percent of public relations professionals claim that finding strategic direction is difficult. Most public relations campaigns fail due to lack of appropriate insider knowledge regarding industry and business issues and a lack of ability to communicate among professionals and consumers. An effect PR campaign is destined to fail if the individuals promoting it have not aligned their goals with those of the corporation they are representing; at the same time, PR professionals have a duty to understand the industry in which they are working. Without adequately understanding the market they are promoting, PR professionals can't hope to design campaigns that instill confidence in consumers."
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Fear as an Advertising Tactic, 2004.
A look at the concept of fear as an advertising tactic through a review of "Media Mythmakers" by Benjamin Radford.
871 words (approx. 3.5 pages), 2 sources, APA, $ 30.95
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Abstract
This paper examines how, although there have been many concerns about the sheer volume of advertising in all forms of media from as long as it has been in existence, the relatively new and growing trend of using health-related fears to sell products is particularly alarming. It looks at how it is this trend that Benjamin Radford mentions in his book, "Media Mythmakers", that actually "threatens" to manipulate consumers to the detriment of society as a whole.
From the Paper
"Take, for example, the exploding market for "ADHD" medications. ADHD, short for "attention deficit, hyper-activity disorder," is a fairly new "disorder," that is being labeled onto the nation's children at an alarming rate. Although many consider ADHD to be an authentic disorder in children, the sudden jump in "diagnosis" in the school-aged population gives one pause. According to people like Radford, the magnitude of this jump is due, not to a real health crisis, but as a response to the fear-based advertising that pharmaceutical companies are pushing on consumers on an increasingly wide scale."
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TV Commercials, 2004.
An opinion paper, which argues the commercial benefit of television advertising.
1,689 words (approx. 6.8 pages), 5 sources, MLA, $ 54.95
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Abstract
This paper establishes that advertising has a very fundamental and valuable contribution in as much that it fuels economic and social progress. The writer argues that advertising stimulates economic growth through creating new desires, thereby increasing the demand for goods and services. This paper also states how advertising allows consumers to make informed purchase decisions. It concludes that advertising revenue enables affordable, mass access to popular television programming, such as news and talk shows, which then leads to information, knowledge, and debate on issues of social concern.
From the Paper
"Though a simplistic definition of the advertising discipline is "...a commercial communication from an identified sponsor, which uses various commercial platforms, such as newspapers, radio, TV, billboards, satellite, Internet, to connect with an audience, e.g. customers," the importance of the function is really seen in the role it plays in economic and social development. Advertising stimulates competition among providers of goods and services leading to the development of higher quality products, a better standard of living, increased consumer demand, employment generation, and incremental government revenue through sales tax and more taxable income. Advertising also increases consumer welfare, as it allows buyers to choose the product or service that best meets their needs, based on the information provided. The importance of the advertising industry in economic and social development is further reflected in the fact that advertising revenues are a significant source of finance for media, educational programming, and entertainment. Newspapers, magazines, cable, satellite, broadcast services, and the Internet depend on advertising support to keep their prices affordable (The Liberation of Advertising Services, Nov. 2002)."
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Marketing for Small Businesses, 2004.
Looks at how various types of social, political, and economic factors influence marketing and advertising strategies for businesses.
4,573 words (approx. 18.3 pages), 30 sources, APA, $ 118.95
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Abstract
This paper talks about the role that advertising has in the success of small businesses and takes a look at how advertising and marketing strategies are influenced by economic, social, and political factors, which can change over time. The paper also explains the functional aspects of advertising and the three critical elements of advertising and uses the example of small Greek tile businesses to demonstrate the need for effective advertisement and promotional campaigns.
From the Paper
"The marketplace is a complex environment. Here manufacturers of goods and services are constantly looking for ways to differentiate their products from those of their competitors. Advertisements without being deceptive should provide the public information of the product or services in a fair and unbiased manner. (McLendon, 1981) The different medium of advertising also informs the public at different levels. (Yiannaka, Giannakas, & Tran, 2002) For example, the electronic media provides low informational content as opposed to the print media, which provides explanations and more detailed information of the goods or services being sold."
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Online Marketing, 2004.
An explanation of the methods employed by companies to advertise and market their products via the Internet.
5,075 words (approx. 20.3 pages), 9 sources, MLA, $ 127.95
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Abstract
This paper outlines the changes evident in marketing strategies given the strength of the Internet. The paper looks at how companies now focus on online marketing methods as one of their main sources of advertising mediums.
Executive Summary
Introduction
What Is Internet Marketing?
The Legal Position
Methods of Contact
Banner Advertisements
Word of Mouth Publicity
Building up Links
Important Points for Online Marketing
Bibliography
From the Paper
"Online marketing is the spreading of the message of organizations about themselves, or their products, or services through the biggest communication medium that is available today, the Internet. This provides support to marketing just like the other forms of advertising, and the concept is new, as is the concept of Internet. At the same time, it is one of the fastest spreading methods of communication, and it utilizes the general tools of the Internet that the ordinary gopher uses like search engines, e-mail, and banners inside sites. It also requires that the organization involved in marketing sets up the website for the organization and carries out dealing through that site. Each of these tools has its own utility and one needs expertise in first setting out on the path to their utilization. The specific benefits of each tool has to be studied and the entrepreneur has to decide what all he would like to use and how."
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The Cost of Advertising, 2004.
An analysis of the need for and the cost of advertising.
3,536 words (approx. 14.1 pages), 9 sources, MLA, $ 99.95
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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."
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Marketing to Gay Consumers, 2004.
This paper evaluates two issues in regard to reaching gay consumers, spendable income and the sexual content of advertising.
3,865 words (approx. 15.5 pages), 15 sources, APA, $ 105.95
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Abstract
This paper explains, after the author's research of academic literature and an extensive review of the advertising trade literature, it is apparent that the urban myth, which states that gays have more disposable income than other groups, remains, while the gay psyche is no different from the psyches of other identifiable marketing target groups. The author points out that differences in how marketing is handled arise from the necessity of deciding whether to advertise in mainstream media as well as in gay-specific media. The paper relates that the problem arises because, while the necessary images may be acceptable in the gay-specific press, they may be regarded as less acceptable by straight consumers when they appear in mainstream media.
Table of Contents
Introduction and Statement of Hypotheses
Literature Review
Application
Review and Evaluation
Conclusion
From the Paper
"Not surprisingly, the marketers claim the only thing they have to fear these days is the right wing as the middle has already become comfortable with the idea. In addition, of course, there is the need, in stagnating economies, to tap into a good market, no matter what. In 2004, it was estimated that the GLBT population was about 15 million (somewhat under the Kinsey estimate of eleven years earlier), with $485 million in spending power. "Though it's a smaller niche than the African-American and Latino markets, gays are a consumer group with a high proportion of discretionary income".
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Advertising in the Greek Market, 2004.
A look at the role of advertising in a small tile company in the Greek market.
13,400 words (approx. 53.6 pages), 39 sources, MLA, $ 249.95
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Abstract
This paper examines how marketing and advertising are linked and analyzes the fundamental facets of marketing, advertising, and advertising for small businesses. It provides a case study of a small business in Greece, Aristides A.E., and evaluates its marketing strategy to see if any improvements can be made. It attempts to create a new marketing plan to market Aristides A.E. as a distributor of exclusive goods, to generate more high-value orders, and to build relationships with clients who are likely to keep coming back for more products.
Outline
Literature Review
Methodology
Discussion
Conclusions and Recommendations
From the Paper
"Public Relations is also a necessary evil for the small business: public relations takes a number of forms and in its purest form is viewed as the means by which a company can communicate honestly and accurately with its public: it includes media releases, product launches and premises openings (My Business, 2004c; Williams, 2004). PR is generally a cheap form of communication, but, if you want to do it effectively there are simple guidelines to follow: if you are about to set up a business send a press release to the local paper, or hold a launch event and target the appropriate trade journals (My Business, 2004c). When writing a press release, it is vital to keep it simple: journalists are bombarded with hundreds of press releases every week and have tight deadlines to meet, and so if the press release babbles, there is a very good chance it will end up in the bin before the third paragraph is reached."
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Toyota Prius, 2004.
A proposed marketing communication plan to build on the expressed interest and demand for the Toyota Prius to increase sales and profits for a local Sydney Toyota dealership.
6,456 words (approx. 25.8 pages), 9 sources, MLA, $ 149.95
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Abstract
The overall mission of this report is to create a plan for increasing the market interest, resulting in increased sales for the Toyota Prius. The marketing plan is designed to put the Prius in front of the public, communicate a message about the hybrid vehicles features and benefits, increase the public's awareness and favorable opinion of the vehicle, and ultimately increase market penetration. It examines how, currently, the Toyota chains in Sydney, Australia, are selling 30 units per month and how the goal of this marketing and communication plan is to increase that sales rate by a significant margin to 600 units per month in the greater Sydney area.
Outline
Executive Summary
Overall Mission
Budgets
Timetable for Launch
Product Description - FAB and SWOT
SWOT Analysis of the Prius
Audience Profile
Advertising Creative Tasks
Advertising - Media Planning and Buying Tasks
Competitive Environment Analysis
From the Paper
"Featured in this advertising will be the winners of the Prius give-away. Also, the winners of the "I love my Prius because" contest will be features, and the contributions received from this contest can become the heart of the marketing message. The marketing in this phase will shift form the transmission - rational approach to the ritual - emotional approach. Because of the successful execution of the first two phases, the marketing campaign will have build a successful foundation on which to create increased buying demand. The first two phases were designed to create consumer interest. These final two phases will be designed to create consumer purchasing decisions."
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Children's Advertising, 2004.
Examines how commercials negatively affect children who view television on a regular basis.
1,717 words (approx. 6.9 pages), 6 sources, MLA, $ 55.95
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Abstract
This paper argues that television viewing by children should be greatly restricted, not only because of the negative affects of watching television in general, but also because the advertising media is actively seeking ways to influence children. The paper examines various aspects of advertising aimed at children, including brand loyalty, in-school programming, and food advertising. It also touches on violence and sex-role stereotyping.
From the Paper
"According to some research, while psychology often provides valuable insights about controlling obesity, psychologists are also often on the payroll of the junk food advertisers, informing those advertisers about the best way to reach a child's mind with the message they intend to get across. In addition to that, there is also the "nag factor," in which children are encouraged to bug their parents until they get what they have just been convinced they want, disrupting family dynamics in the process. (Cohn, 13) It could be argued that disrupted family dynamics would also lead to additional work for psychologists. And it could be argued that none of this serves the children very well at all. Of course, one might wonder who needs parents or psychologists when one has Ronald McDonald."
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Product Placement, 2004.
A look at the phenomenon of advertisement through product placement
1,024 words (approx. 4.1 pages), 3 sources, MLA, $ 36.95
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Abstract
This paper examines how strategic product placement is, at least, a half-century-long advertising industry practice that evolved alongside the 20th century motion picture industry. In particular, it looks at how the benefits to advertising through strategic product placement are so numerous that it is almost curious the advertising industry has not embraced and exploited it even more aggressively than it has. It also discusses the ethical implications.
Outline
Background and History
The Benefit to Advertisers
Ethical Analysis
From the Paper
"Critics maintain that product placement crosses the line demarcating ethical and unethical advertising. According to the Center for the Study of Commercialism, product placement in movies results in an advertisement saturation level that is detrimental to the authenticity and artistic integrity of the feature film industry that warrants proper referencing within the credits for honesty sake (Govani, 1995). On examination, ethical objections to advertising through product placement seem to violate no ethical principle, at least none that is at all distinguishable from those that can be lodged equally against traditional forms of advertisement."
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Ethics of Marketing to Children, 2004.
This paper outlines research to determine the ethics of marketing to children and to identify boundaries within which organizations should maintain their marketing efforts
1,860 words (approx. 7.4 pages), 9 sources, APA, $ 59.95
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Abstract
This paper explains that, regardless of who holds responsibility for the behavior of the nation's children, direct marketing to children, online or through traditional techniques, is developing a new profitable channel for business sales. The author points out that direct marketing to children expanded to schools through the entry of vending machines and corporate-sponsored products and events. The paper outlines two research approaches: a review of current regulatory policy to identity specific guidelines and a qualitative survey of teachers to collect their perceptions of current marketing practices.
Table of Contents
Introduction
Purpose of This Study
Literature Review
Research Methodology
Ethical Considerations
Timeline
From the Paper
"The economic value of marketing to children extends beyond the amount of money in their collective pocket at any one time. Children are determining their own personal spending patterns, and developing brand identity which could influence a lifetime of buying habits. For this second reason, children are profitable targets of business marketing dollars. When a child established their own purchasing habits, businesses can have a customer for the rest of the child's life."
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