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The World of Advertising, 2002.
This paper discusses many issues in the world of advertising, the "Dell Dude" marketing campaign and Internet marketing.
1,560 words (approx. 6.2 pages), 3 sources, APA, $ 51.95
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Abstract
This paper explains that the "Dell Dude" marketing campaign was effective because the message was simple and to the point, created word of mouth, and had an indirect impact on parents; "Dude, you're getting a Dell" was a popular icon and had people talking. The author points out that an advertising campaign is a collaboration of many people within the company and outside of the company such as freelancers and consultants, including graphic artists, video production staff, copywriters, and publishers. The paper stresses that advertising campaigns for the Internet should be concise, to the point, catch the attention of the consumer, but not be so flashy that no one knows what the message is supposed to be.
From the Paper
"Advertising professionals, who make the mistake of ignoring this simple and most obvious thing, produce pretty and cute ads, while missing the message they are trying to convey. Just because an ad is pretty to look at and entertaining to read, doesn't mean that it will persuade people to buy products or service and produce sales. Sometimes, just the simple, well-written, persuading ads produce the greatest results. This doesn't mean that a well-written ad cannot be pleasing to the eye, but it does mean that copy needs to be persuading as well as have a pleasing layout."
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Causal Analysis of Consumer Culture, 2004.
Compares two works, "Work and Spend" by Juliet Schor and "Delectable Materialism" by Michael Schudson, on consumer culture.
815 words (approx. 3.3 pages), 2 sources, MLA, $ 29.95
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Abstract
This paper examines and compares the writings of two authors on the cause and effect of consumerism. The paper argues that, of the two books, Schudson's analysis in "Delectable Materialism" is more plausible than that of Schor's in "Work and Spend". The paper outlines Schor's work and then explains Schor's inability to establish cause and effect in her hypothesis. The paper then outlines Schudson's work and shows how he has established a cause-effect relationship in his hypothesis on consumer culture.
From the Paper
"In developing the argument that capitalism and advertising have created a consumerist treadmill resulting in discontent, Schor traces the advent of consumerism as concurrent with the development of the market system and the growth of the middle class. As further support of her claim, she cites the historically relative absence of materialism prior to the advent of capitalism. Thus, Schor concludes that it was capitalism that precipitated the rise of a consumerist culture and the breakdown of historical values: "Thrift and sobriety were out; waste and excess were in...in the midst of all this buying, we can discern the origins of modern consumer discontent" (Work and Spend). The key to Schor's hypothesis here is the apparent absence of materialism prior to the advent of capitalism. However, the seeming absence of consumerism could well have been a function of other factors such as lower incomes and more important, the absence of a wide range of consumer goods."
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Internet and Print Advertising, 2004.
A comparison of advertising techniques through print and Internet, using the Ford Company as an example.
1,135 words (approx. 4.5 pages), 10 sources, MLA, $ 39.95
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Abstract
This paper examines the marketing strategy of the Ford Motor company, comparing the use of print versus Internet advertising. The paper begins with some information regarding Ford's general marketing strategy and the move towards a more youthful approach. The paper then looks first at online and then at print advertising and makes some general observations about it all.
From the Paper
"One of the most prominent features of Ford's advertising strategies is going into partnerships with others. For example, Ford developed "A first-of-its-kind auto sales web site jointly owned by Ford dealers and their automaker. California. Called FordDirect.com, the portal is seeking financial investment among all 4,200 Ford dealers for 80% equity in the enterprise, with Ford Motor Co. holding the other 20% (Gordon 2000). Also, "For its all new subcompact SUV The 2001 Ford Escape, Ford developed a "My Dream Escape" promotion as a targeted print advertising approach working with 15 different publications to create two page "advertorials" ."
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The Demand for Indian Tobacco Products, 2004.
Thorough study and evaluation of the demand in the European Union for Indian tobacco products.
8,836 words (approx. 35.3 pages), 44 sources, MLA, $ 185.95
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Abstract
This dissertation aims to examine the viability of expanding the interests of the Indian Tobacco Company by exporting to the markets of the United Kingdom, Germany, and France. The study explores the economies of the region, the capacity for production, and the potential demand for tobacco exports in the three target countries, as well as their potential markets. Economic indicators, financial indicators, and the relationships between them, as well as growth trends in private spending, country imports, inflationary change, and GDP are reviewed, and standard prices for tobacco products among the countries in light of these other factors are examined.
Outline
Indian Tobacco Company - Financial Analysis
Profitability and Income
Expense Analysis
Economic Factors
Gross Domestic Product and Net Income
Capacity and Production
Consumption
Price Elasticity of Demand
Nominal vs. Real Prices
Cigarette Imports
Foreign Import Growth
Real Total Domestic Demand
Real Private Consumption Expenditures
From the Paper
"The advantages for Indian tobacco are a low unit production cost. Average retail prices for export are competitive with respect to Brazil, the United States and Zimbabwe. The cost of converting tobacco into cigarettes in India is approximately .80 US $/1000 pieces in 1999 versus 3.50 in UK and 4.0 in USA. In addition, the Indian market can address the low to medium nicotine levels now being requested by world markets. In addition, such global developments as government controls to restrict production in China, the phasing out of Agri subsidies by EU and Land invasions & Land acquisition in Zimbabwe i.e. change of tobacco farms from White farmers to Native farmer combine to provide an opportunity to gain entrance to export markets, particularly in the United Kingdom, France and Germany."
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Athletic Stadium Advertising and Signage, 2004.
A look at the current trends in the sports stadium advertising and signage industry.
2,785 words (approx. 11.1 pages), 5 sources, MLA, $ 83.95
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Abstract
This paper reviews the kinds of leading-edge signage found in today's major league sports, the information that signage offers beyond mere branding, and the trends in stadium and home-viewer sports advertising.
From the Paper
"In the book, Ballparks (Von Goeben, 2001), there is a black and white photo of the Polo Grounds in New York, taken around 1911, with only two billboards prominently displayed - the billboards advertised "ESCO Hosiery" and "Adlers Gloves" - that probably cost less than a hundred dollars each. That was a lot of money back then. But by 1952, in another photo in the Ballparks depicting a World Series game at Ebbets Field in Brooklyn, signage was taking up most of the interior walls of the stadium. Thirteen billboards at ground level - approximately 30-40 feet wide each - were visible from the left field corner to the scoreboard in right center. And one wonders how much those billboards brought in for the teams. Not very much, in today's dollar terms. But whatever the pittance was, it is dwarfed millions of times over by the $10 million a year Reliant Energy pays in 2003 to be the "sponsor" of the NFL's Houston Texans stadium, or the $7.6 million FedEx pays annually to get its logo - and name - on the Washington Redskins' football field."
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Advertising and Culture, 2004.
A discussion about the problems that advertising causes in people's perception of the 'correct' way to live.
1,987 words (approx. 7.9 pages), 7 sources, MLA, $ 63.95
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Abstract
This paper looks at the way that media advertising affects people's perception of proper culture. It explains that advertising is intricately connected with the principle of consumption and that consumers would buy anything that advertisements say is good for them, including culture and values.
From the Paper
"Advertising affects our perceptions and values so much that what we have in the shape of culture today is simply an advertisement-induced version of culture that lacks authenticity and gives rise images which are anything but genuine. Advertisements no longer give us a chance to develop our authentic self; rather all of us try to be like one of the persons we see in advertisements. For example, every girl would love to dress up like Britney Spears even if she doesn't particularly like her style. That is because media tells girls that Spears is the ultimate representation of what is considered 'cool' in our society. Authentic self therefore remains buried under heaps of false cultural values. Authentic here refers to the quality of a person to remain unaffected by what he/she sees in ads. When a person is not influenced by advertisements, he/she becomes capable of nurturing their authentic self. Similarly what we get today in the form of culture is also heavily influenced by media and most specifically advertisements."
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Kobe Bryant and Nike, 2004.
Proposes how to deal with the problem of Kobe Bryant's negative image in his role as Nike's celebrity representative.
1,007 words (approx. 4.0 pages), 3 sources, APA, $ 35.95
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Abstract
Nike hired Kobe Bryant, a popular Laker's basketball player, to promote its products due to his modest, low-key style, contrasting with his team's extraordinary athletic success. However, the recent allegations regarding sexual assault made about Bryant in the media and through the judicial system have completely altered Bryant's image. This paper offers a proposal on what to do when the celebrity spokesperson, hired by a company executive, undergoes a rapid and unexpected change of image in the context of the modern media because of circumstances beyond company control.
From the Paper
"The 'data' accrued in such a case is difficult to pinpoint in a graphic format. Since the evidence regarding the night in question and the woman who is making the allegations varies from day to day, it is difficult to quantify what sort of an impact these allegations can and would have on future sales of Nike. What is clear, however, is that Bryant is no longer the man whom Nike hired. Sadly said, even if completely innocent of the allegations, the new data disseminated in the media shows him to be either a complicated martyr figure at best or at worst, a guilty man of a horrific assault. The fact that Nike also has a substantial line of clothing specifically targeted at women, usually making use of powerful and athletic women in its promotional material, makes the sexual nature of the allegations a particular concern."
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Unethical Internet Business, 2004.
A review of the the laws relating to Internet businesses.
904 words (approx. 3.6 pages), 3 sources, MLA, $ 32.95
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Abstract
This paper presents a brief overview of the AMA Code of Ethics, which was written to prevent ill-willed marketing in business. The paper then explains how easy it is for an Internet company to get away with misleading customers by false and wrong marketing campaigns, including a number of real-life examples.
From the Paper
"One example of a violation of the AMA Code of Ethics - section, Rights and Duties of Parties in the Marketing Exchange Process ("Communications about offered products and services are not deceptive") - is found in the unsolicited yet tempting email (e.g., spam) titled "Here's your 2 FREE air tickets, 2 FREE Hotel Nights + $100." Once the email is opened, the message urges the reader to "Claim your 2 FREE Round-Trip Air Tickets and 2 FREE Hotel Nights!" The URL inside the email exhorts the recipient to "Hurry! Offer Ends Soon!"
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Pepsi India, 2004.
Examines the business ethics of Pepsi India.
1,273 words (approx. 5.1 pages), 5 sources, MLA, $ 43.95
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Abstract
This paper outlines a case study regarding the ethical issues surrounding Pepsi India, which conducted an aggressive marketing campaign that defaced the environment in India. It includes a description of the moral dilemma, those affected, Pepsi's past conduct in India, and other relevant factors. Suggestions for a resolution to the conflict are also provided.
From the Paper
"The case study is regarding the ethical issues surrounding Pepsi India which conducted an aggressive marketing campaign which defaced the environment in India. Pepsi sells upwards of 160 million cases annually through 750,000 retail outlets across India. The principal moral agents involved are Pepsi marketing personnel, presumably in India, and those they hired to paint rocks with colorful Pepsi advertising in the Himalayans."
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Nestle's Marketing Practices, 2003.
An examination of the controversy of feeding infant formula over breast milk by discussing the involvement of Nestle's and other companies' advertising strategies.
1,221 words (approx. 4.9 pages), 1 source, MLA, $ 41.95
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Abstract
This paper briefly discusses how the World Health Organization is concerned about the number of bottle-fed babies over breast-fed babies. It links the advertising practices of Nestle and other formula-producing companies to this phenomenon and discusses whether there needs to be better control and legislation regarding these companies.
From the Paper
"Infant formula, saving lives or taking lives? What at first appears to be an absurd question is one that was originally posed more than thirty years ago, and is still being monitored today. As the "world's third largest food company", (Shaw 224) Nestle Corporation, is in the center of this debate. When Henry Nestle first developed his alternative to breast milk, in 1860, a life-saving alternative was given for infants who couldn't breast feed. This alternative was introduced to developing countries, where "organizations such as the International Red Cross [...] has used the formula to feed thousands of starving infants in refugee camps." (Shaw 224) So, what is the concern?"
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Advertisement Analysis, 2002.
Analysis of an advertisement for the X-Box game, "Grabbed by the Ghoulies".
1,942 words (approx. 7.8 pages), 1 source, MLA, $ 61.95
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Abstract
This paper describes the graphics and contents of an advertisement for Microsoft's X-Box game, "Grabbed by the Ghoulies". It discusses the advertisement's target audience and its positioning. The paper also analyzes the message strategy and graphics strategy used in the advertisement and the brand identification strategy. The overall assessment of the advertisement's success in reaching its intended audience is positive.
From the Paper
"This is the catch-phrase header that appears at the top of the 2-page ad. The ad is targeted at the primary MAD audience - teenagers - and through 'comic-book' styled layout of graphics and minimal text, the ad entices their market into either wanting to play the game, or investigating the game at either their local retail store or online. The ad also utilizes a single picture of teenagers playing the game. This is interlaid within the comic-book layout of scenes from the game as well as 'comic' blurbs, like "Thwack!!!"."
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Communication in Advertising, 2002.
A look at the role that interpersonal communications plays in advertising and marketing.
1,590 words (approx. 6.4 pages), 5 sources, MLA, $ 52.95
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Abstract
This paper examines how interpersonal communications skills are important in building trust within groups, between people and across differing groups and organizations. It shows how advertisers tap into these types of interpersonal communication techniques in order to forge bonds with their target audiences and how lesser-skilled advertisers will often turn off their audience with ill-conceived messages, poorly delivered and often ill timed. Savvy advertisers know that, at least in the American marketplace where there are multiple companies with similar products competing, developing advertisement that, at least, establishes a common bond with its audience via interpersonal communications, both verbal and non-verbal cues, will be more likely to be successful.
From the Paper
"Important to any group, organizational, or even individual relationship to keep and maintain cohesion is the element of trust. As an example, in the most basic group unit for many people, the family, trust between parents and children, between siblings, and between mother and father, all play a role in a family's cohesion. Through trust, children learn how to interact with those outside of the family, learn how to communicate with the world around them and develop self-esteem, or lack thereof. Because of the tendency for hierarchal relationships in families, people will often learn differing responses for communicating with those in their own age group, and with those older or younger then they are."
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Billboard Advertising, 2002.
An examination of the need to regulate billboard advertising in the United States.
4,105 words (approx. 16.4 pages), 6 sources, MLA, $ 110.95
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Abstract
This paper examines the issue of billboard advertising from the premise that it is a feature of modern American life that needs to be regulated by the federal government. It examines the history of such regulation as has already been enacted. It examines the effects of those regulations. It also examines the attitude of the public toward outdoor advertising, particularly billboards. It also gives some supporting case histories regarding the effect of billboards on citizens' lives.
From the Paper
"Without the automobile, there would have been no need for advertising billboards, although they might have given people walking to visit a friend or trotting a 12-mph-horse to town something to do. Plus, they could have looked at those 'messages' a lot longer than can people speeding by at 60-plus miles an hour. Still, advertising depends on a lot of people seeing the advertiser's message so that the expense of broadcasting that message to potential buyers will be repaid, and profit made as well. So, it took not only the invention of the automobile and roads, but achieving a critical mass of people owning and traveling in automobiles to make billboards a reasonable means of advertising products and services."
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Estee Lauder, 2002.
An analysis of the marketing campaign used by the Estee Lauder corporation.
2,908 words (approx. 11.6 pages), 7 sources, MLA, $ 86.95
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Abstract
The paper deals with a set of recommendations on proposed advertising for the leading cosmetic company Estee Lauder Inc. The paper begins by reviewing the company itself and its range of products. The analysis then looks at the different market segments it appeals to. Finally, the author has chosen a few segments where they feel a change in strategy may help the products to achieve greater market shares.
From the Paper
"The company was first founded in New York City in 1946 by Estee Lauder, by whose name the company is known for and her husband Joseph Lauder. It was the effort of Mrs. Lauder, which brought the company to its pinnacle success. Estee Lauder started from the very bottom - selling skin creams concocted by her uncle. The products were good, but similar products were available in the market. Estee succeeded because of her marketing strategy and she worked hard to achieve her success. Estee Lauder was a very much quality conscious, but her ability to compete in terms of a saleswoman was much more convincing."
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The Computer Hardware Industry, 2002.
Examines marketing strategies used by computer companies such as Dell, H.P. and Gateway.
1,941 words (approx. 7.8 pages), 6 sources, APA, $ 61.95
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Abstract
This research paper provides an overview of marketing and advertising strategies utilized within the computer hardware industry. The strategies of market leaders - Gateway, Dell and Hewlett Packard -are examined. As each company is analyzed, comparisons and contrasts are made with strategies used by the competitor. The paper concludes with a summary of the findings.
From the Paper
"As reported by McWilliams (1997), within a six month period, Dell emerged as the number one PC retailer on the Web. Moving from the company's direct-sales program via the telephone, Dell recognized the potential advantage that direct-sales marketing via the internet offered and placed itself in the position to assume first place within the computer hardware industry. McWilliams also reported that Dell has been successful in offering a manufacturing and assembly process that is fast and fine-tuned, allowing for a custom order placed at 9 a.m. on a Monday to be placed on a delivery truck by 9 p.m. Tuesday. The speed associated with its production of PCs has allowed the company to slash inventories and keep parts costs down so low it can underprice its rivals by 10% to 15%."
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