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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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Teen Girls and the Media, 2002.
Discusses the negative effects of the mass media on teenage girls.
797 words (approx. 3.2 pages), 15 sources, MLA, $ 28.95
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Abstract
Because of its pervasiveness, mass media such as magazines and television programs are increasingly in a position to influence the behavior and attitudes of teenage girls. In fact, television programs such as ER and sports-oriented teen magazines have been lauded for providing girls with positive role models. Unfortunately, these programs and magazines remain the exception rather than the rule. Rather than promote healthy lifestyles or give positive role models, much of the media targeted to teens are both physically and psychologically harmful. This paper examines two of these main effects - the promotion of unhealthy habits and lifestyles and the growing tendency of these media forms to sexualize teens and turn them into consumers.
From the Paper
"This need to conform to unrealistic body standards infects girls at a progressively earlier age. A recent study of 12,000 children between the ages of 9 and 14 show that media's influence on girls' dieting and weight concerns equaled the influence exerted by parents and peers ("Weight concerns in preteens and young teens influenced by media..."). This represents a change from just a decade ago, when parents and peers were the biggest socialization factors in an adolescent's life."
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The Media and Teenagers, 2002.
Examines the dramatic effect that the media has on adolescents.
1,223 words (approx. 4.9 pages), 16 sources, MLA, $ 41.95
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Abstract
The media, including television, magazines, radio, internet and billboards surround everyone daily, sending messages about what items to buy and why. While the effect is obvious among the adult population, the effect is even more profound on the teenage population. The present day media has established a target on adolescents, influencing them to smoke, drink, look a certain way and dress a certain way in order to be accepted by society. This paper focuses on the affect that television has on teenagers, showing that the average American teenager will view nearly 14,000 sexual remarks, sexual innuendos, and jokes per year. The paper details the negative effects on these youths, including an increase in violence, early sexual activity, substance abuse and eating disorders.
From the Paper
"Studies have shown that young women subscribing at an early age to "teen" magazines such as "YM" or "Teen" have a much higher rate of eating disorders. According to the National Eating Disorders Association (2002), an increase in magazine viewing led to a 45% increase in lowered self esteem in young women age 12-15. Another study showed that 66% of young women believed that models in magazines were their "ideal" image, or what they were expected to look like (Irving, et al 1998). Actually, the average American woman is 5'4" tall and weighs 140 pounds. The average American model is 5'11" tall and weighs 117 pounds. Most fashion models are thinner than 98% of American women (NEAD, 2000)."
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Gender and the Media, 2002.
Argues that 'gender stereotyping' in the media actually represents the general view of the population.
2,129 words (approx. 8.5 pages), 3 sources, MLA, $ 66.95
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Abstract
Public media provides a channel for people to communicate among each other. This communication takes on various forms. Advertising is one area where meaning is intentionally created. Newspapers and magazines report both news and opinions. Even music is a means of communicating to a mass audience. All of these forms of communication create meaning and one of the underlying factors present in all is gender. Each of these forms of media create certain ideas about masculinity and femininity. Some authors argue that the end result of this is that men become objectified as masculine and women become objectified as feminine. The emphasis is often especially on the dehumanization and stereotyping of women via their physical body and class status. For example, women are seen as objects of desire, valued for their attractiveness but with little else to offer, while men are seen as superior to women. The paper discusses three authors whos consider these meanings and how they are created - Susan Faludi, Joan Morgan, and Jean Kilbourne. Each of these authors look at how gender is created in a certain form of media and each suggest that the media creates an exaggerated and misconfigured view of the role of gender. The paper shows, however, that what these authors fail to recognize is that the media as a whole is communicating a range of ideas on gender roles and that those ideas generated have their basis in society itself. The paper argues that these authors seem to generalize themselves, suggesting that the media is responsible for exaggerated roles of gender. In contrast, by taking a closer look, this paper illustrates that the media only represents the general views of people and that the media does not really offer only one view of gender.
Paper Outline:
Introduction
1. Media as Communication
2. Argument that Media Creates Ideas on Gender
3. Focus on Gender Ideas about Women
4. Introduce Three Authors with Ideas on Gender Creation in the Media
5. Argument: The Media only Represents the General Views of People and the Media does not really offer only one View of Gender
From the Paper
"Each of these articles expresses the view that the media creates a certain image of women. In each case, it is also expressed that this is an exaggerated view of women. Kilbourne offers advertisements where the sexuality of women is taken to an extreme, such as by including bondage and violent images in addition to sexual ones. Morgan describes hip-hop music where the lyrics represent an exaggerated view of women. Faludi shows how a group of boys with behavior that can be described as extreme in the way they view women, came to represent the general view of the young male's view of women. In each case, the views expressed are exaggerated claims. For example, the young boys in Faludi's articles do not likely represent the views of the average young male. However, their coverage in the media may have created the impression that their views are closer to the norm than they really are. In summary, each of the articles are correct in saying that the examples they represent create exaggerated views."
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The Tobacco Industry, 2002.
Discusses the controversy surrounding smokers, smoking and the tobacco industry.
3,610 words (approx. 14.4 pages), 10 sources, APA, $ 100.95
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Abstract
"Smoking is a factor, and an important factor, in the production of carcinoma in the lung," wrote Richard Doll and Bradford Hill some fifty years ago. It was this first study which would initiate all others. It was this first study which would be expanded and eventually establish smoking as a major health risk linking it to problems including everything from heart disease to bronchitis, from indigestion to impotence. And it was this first study which would spark the controversies still surrounding smoking, smokers and the tobacco industry. The paper argues that for over fifty years the tobacco industry has repeatedly demonstrated a callous and irresponsible demeanor. Throughout the years, the industry has lied to the public about the harmful effects of cigarettes and they have consciously marketed their product toward youth, minorities and the poor. This paper looks closely at issues surrounding cigarettes, smoking and the multi-billion dollar industry which supports and promotes mass consumption of tobacco throughout the world.
From the Paper
"In 1995, ABC News reported that tobacco companies manipulate the amount of nicotine - the primary addictive ingredient - in their cigarettes. They do this by removing nicotine from the tobacco and then restoring it, thus making it more potent. Unfortunately, ABC used the term "spike" in their report, leading many to believe that tobacco companies add more nicotine to their product. Though the vast majority of the report was valid, that single word gave the tobacco companies the opening that they required. The executives at Phillip Morris were not amused by the report at all, so they took that opening and sued ABC for ten billion dollars. (Glass, Pg 3)"
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Cosmetic Surgery, 2002.
Examines why North American women continue to be the primary targets and consumers of cosmetic surgery.
3,165 words (approx. 12.7 pages), 17 sources, APA, $ 91.95
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Abstract
Throughout history, women have been fed the notion that beauty is all that matters in life. Today, in the 21st century, women are the primary targets of the media industry. The paper shows that media manipulation of women's perspectives related to their appearance routinely occurs, as media moguls persist to work hand in hand with the cosmetic industry, feeding society with unattainable ideals, encouraging women to mutilate themselves for psychological reasons, often with lethal consequences usually hidden in fine print.
Table of Contents:
Introduction
Thesis
History and Ideals of Beauty
Modern Day Cosmetic Surgery as a "Panacea", the Cure All for Life's
Problems
Beauty and Unattainable Ideals
Beauty as a Business Industry
Media and Manipulation
Wrong Reasons for Undergoing Plastic Surgery
Lethal Consequences
Conclusion
From the Paper
"Initially, "cosmetic surgery" was intended and typically reserved as a repair mechanism to assist wounded and deformed soldiers in war. Soldiers returning from WWI with missing limbs and shrapnel torn faces entrusted their appearance to the hands of skilled surgeons of the time. The development of cosmetic surgery received a push for movement from the need to repair gross deformities sustained in WWI to the need to change normal and typical physical appearances. Early surgeons intended cosmetic surgery for surgical repair of congenital or acquired deformities and the restoration of contour to improve the appearance and function of tissue defects (Kazanjian, 250). Today however, cosmetic surgery takes on a whole new meaning, and the players are participating in a totally different ball game. Though many plastic surgeons are still touted and well received for their remarkable abilities to restore dignity to the deformed, cosmetic surgery has also taken on a new meaning. Cosmetic surgery has become a mechanism women have turned to in hopes of changing not just their appearance, but also their life."
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Advertising Sports Wear, 2002.
A comparison of the advertising strategies of Fila, Adidas and Nike.
1,526 words (approx. 6.1 pages), 6 sources, MLA, $ 50.95
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Abstract
This paper looks at in turn three of the biggest sportswear companies, Fila, Adidas and Nike located in three different countries, Italy, Germany and America. For each company it examines the importance of its location, its primary advertising campaigns and its suitability for the global market.
From the Paper
"The Adidas campaign focuses on elite sports stars but also has an emphasis on sport as a fun activity. The pictures of sports stars shown are not ones emphasizing the challenge of sport, but show the sports stars looking happy, including many of the photos showing the sports stars in poses and not in action. The football/soccer section shows David Beckham posing. The Anna Kournikova sections shows the sport stars in action, while also including more model-like head shots. In each of these cases, the emphasis is on the sports star looking good."
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Marketing Sanitation Products in Japan, 2002.
This paper is a marketing analysis for the introduction into Japan of established, technologically superior sanitation products from the United States.
1,570 words (approx. 6.3 pages), 5 sources, MLA, $ 51.95
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Abstract
The paper explains that the United States' sanitation company wants to extend its market into Japan because the product demand for sanitation products is large, thus providing an opportunity for better profits. The author believes that the language problem is a strong marketing barrier and that there are many local products. The paper states that the company might face import problems because the government in Japan would certainly introduce some kinds of taxes, which would discourage people from importing these products from the United States or any other foreign country.
Table of Contents
Introduction
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Marketing Plan
Synchronizing with the Market Realities
Export and Product Deployment
Assigning Distributors and Dealers
Market Penetration
Advertisement
Intellectual Right
Conclusion
From the Paper
"Even though the company is proficient in retail as well as direct marketing, there will be a definite change in scenario once the operation shifts to Japan. The company, as its first steps, has to ensure that the exports to Japan happen in a smooth manner. Before the actual commencement of exports, the company must ensure that its products are produced in the right quantity and is exported according to the needs of the Japanese market. Any problems with logistics or misinterpreting the demand dynamics in the Japanese market could create a lot of problem for the company and result in losses."
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Maidenform Advertising, 2002.
Discusses Carol Moog's article "Mirror Images" which considers gender portrayals in the Maidenform bra advertisement.
1,279 words (approx. 5.1 pages), 2 sources, APA, $ 43.95
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Abstract
Where advertising is considered, the roles that men and women play in it, and how they feel about the ways they are portrayed in it, have changed over time. The paper discusses Carol Moog's article "Media Mirrors" in which the main focus of advertising centers around the Maidenform bra company. Maidenform has been around for a long time, and consequently has had to change its advertising strategy several times to keep up with changes in women's opinions and beliefs. From the point of view of Moog, women went from seeing Maidenform commercials as being interesting and empowering to see them as embarrassing. The paper also gives its authors personal opinion on Moog's article and shows that she disagrees with much that has been written.
From the Paper
"The problem with the men in the Maidenform commercials of later years is that they completely ignore the woman in the advertisement. Not only are they not interested in her physical attributes, but they do not appear interested in what she has to do or say either. This did not appeal to many women, because they felt that men were ignoring them despite the fact that they were flaunting themselves. Exposing oneself, whether physically or emotionally, is usually a difficult and stressful time. There are people in this world that enjoy it, but they are not the majority."
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Tobacco Reform, 2002.
This paper introduces, discusses and analyzes the topic of tobacco reform and AMPAC (American Medical Association PAC).
2,854 words (approx. 11.4 pages), 11 sources, MLA, $ 84.95
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Abstract
The writer describes the historical development of tobacco reform, including the social, political and environmental factors influencing its evolution and the key people involved in the development of this issue. It argues that the legislation, regulation and cessation of smoking should be top priorities for Congress, for the American people and for the world. The health risks associated with continued tobacco use do not outweigh the monetary benefits to a few states and corporations. The writer argues that more needs to be done to educate people on how to quit smoking and how to keep young people from starting in the first place.
From the Paper
"Tobacco reform and legislation has been one of the most volatile and controversial reforms undertaken by the U.S. Congress and American Political Action Campaigns (PACs). From the intense lobbying by PACs, to where and how the tobacco settlement money was spent, the tobacco settlement reached in 1998 has been questioned repeatedly, and continued legislation has faced continual blockage and lack of support by many in Congress. The current settlement and legislation has its roots in legislation and studies from the 1960s, which shows just how long the tobacco companies have been fighting for their position - that smoking is not addictive and harmful. Reform has changed the way many people think about smoking, but tobacco companies still form one of the most powerful lobbies in Washington, and their stranglehold shows no signs up letting up."
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Marketing, 2002.
A discussion on the methods used in direct marketing campaigns.
1,617 words (approx. 6.5 pages), 6 sources, MLA, $ 52.95
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Abstract
This paper describes the benefits of direct marketing. Direct marketing includes six different methods, and the paper explains what each one is: direct selling; direct mail ads; direct mail catalogs; telemarketing; direct response ads and interactive electronic media. The paper includes actual examples of each of these methods. The writer believes that in today's marketplace, direct marketing is a highly effective means of getting ad messages direct to the customer or prospect to produce some type of immediate action.
From the Paper
"Different companies organize their direct selling campaigns in different ways. For example, a company may operate on a one-to-one basis, in which a salesperson gives a personal sales pitch to a potential client, or it may operate on a part plan basis, in which products or services are demonstrated to a group of prospective customers by a salesperson.
Many companies find network marketing or multilevel marketing to be beneficial to their business."
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Magazine Readership and Advertising Effectiveness, 2002.
The paper analyzes the ways magazines have to change with the times and carry out business research in order to target the maximum number of readers and advertisers.
1,539 words (approx. 6.2 pages), 3 sources, MLA, $ 50.95
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Abstract
The paper looks at the match a mazagine must make between different readers' interests, advertising and magazine content, focusing on the magazine "Women's day". The paper examines the different questions that must be researched such as: what subjects are covered, what products are advertised, and what are readers of the magazine interested in. The answers to these questions allows a magazine to recognize how it can improve its publication and generate greater advertising interest.
From the Paper
"Woman's Day is a magazine based on providing content that appeals to the average woman. However, as society has changed, so has the average woman. It is no longer appropriate to consider that the average woman is a wife and mother who stays at home and whose main priorities are to cook, clean and look after the children. For magazines like Woman's Day this became a problem when it was realized that it was no longer easy to define what the average woman wanted. In addition, it must be noted that a significant proportion of income for magazines like Woman's Day does not come from the purchasing price but from the advertising revenue (McCracken, 1993, p. 91). A business need for the magazine is to generate advertising dollars. This becomes a problem when the average woman changes. It is no longer appropriate to assume that the magazine is only useful for advertising food and cleaning products. The magazine needs to increase the range of products it advertises to ensure consistent and ongoing revenue (McCracken, 1993, p. 91)."
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Advertising and Sensory Adaptation, 2002.
Examines how sensory adaption affects the advertising industry.
1,521 words (approx. 6.1 pages), 10 sources, MLA, $ 50.95
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Abstract
Perhaps no other business understands how people perceive the world as much as the advertising industry. Advertisers tap into the way we react to stimuli, whether visual, auditory or tactile. Through their ads, advertisers are able to influence the way people react to a particular product. The most successful ads tap cause a memorable or emotional response and, most important, trigger purchase. However, advertising campaigns are themselves the products of current social tastes and trends. They are also shaped by the psychological processes of human perception. This paper looks at the perception phenomena of sensory adaptation and how it affects the advertising industry. The first part of the paper discusses the current research on sensory adaptation, how it works and the implications on human behavior. In the second part, the paper discusses examples of how sensory adaptation pushes the advertising industry to constantly create new ads and to generate new ways of selling a product.
From the Paper
"Ad campaigns are not meant to last. Even the most successful campaigns - like the Snapple Lady and Alka Seltzer's Plop-Plop-Fizz-Fizz - are eventually retired. One reason why agencies and corporations spend so much on advertising is because an ad is only good for a limited period of time. After a while of seeing the same thing over and over, people simply tune out. This is the diminishing return effect caused by sensory adaptation. To keep up, companies will pull an ad and come out with a new one, hoping to once again hook the audience's attention.
In addition to new content, many agencies create ads that are designed to shock. In 1997, for example, The New York Times carried a full-page ad that featured "Children Made to Order." The ad maintained that the Gattaca Company could engineer a child based on their parents' preferences for traits like skin color, intelligence and athletic ability. In fact, the ad was not for a bioengineering firm, but for the movie Gattaca. The eye-catching ad succeeded in catching attention by provoking a strong emotional response."
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Marketing Tools, 2002.
This is a research proposal for designing a test to determine whether subjective evaluations of a product can be influenced by a spokesperson's perceived expertise of the product.
2,113 words (approx. 8.5 pages), 16 sources, MLA, $ 66.95
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Abstract
This paper suggests a research methodology to isolate and examine the hypothesis that the use of experts as spokespeople can positively influence the subjective evaluation of consumer towards product quality.
From the Paper
"To what degree does the perceived expertise of a product spokesperson influence subjective evaluations of tangible products by consumers? What value does using "experts" in the marketing process confer to the communication of how company A's product is better then company B's product? Many people believe that all you have to do to persuade an audience that product A is better then product B is to declare yourself an expert in the general product category. This "expertise" has been in the U.S. for many years for marketing everything from wine to snake oil. Studies have been done supporting the theory that expertise has a large impact in persuasion (Harmon & Coney, 1982) whereas other studies have found that expertise has little impact (Benoit, 1991)."
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The Appeal of the Democracy of Goods, 2002.
Applies the 'democracy of goods' advertising concept to three advertisements.
1,247 words (approx. 5.0 pages), 2 sources, MLA, $ 42.95
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Abstract
The democracy of goods concepts in advertising allows consumers to believe they can be equal to the rich and famous. In his book "Advertising the American Dream", Roland Marchand describes advertising strategies from the 1920s to the 1940s. In making this analysis, Marchand describes the appeal of the democracy of goods as a major concept underlying the advertising of the period. A consideration of this concept in the paper and how it applies to modern advertising, shows that the concept is effective in describing modern advertising strategies. Some minor changes have occurred in response to changes in society. However, on the whole, the concept, including the desires and ideals central to it, have remained the same. The paper examines three advertisements: pop-star Britney Spears drinking Pepsi, 'James Bond' promoting Jaguar Cars and supermodel Cindy Crawford wearing an Omega Watch.
From the Paper
"Celebrity status now has greater meaning. Individuals that inherit fortunes do not appear in a significant amount of advertisements. However, individuals that achieve success, fame and fortune do. Idealized individuals are mostly movie stars, television stars and sports stars and these celebrities are most commonly featured in advertisements. The amount of celebrities that feature in advertisements can be linked to the desire people have to be something better. Since these people have earned their fortunes in some way, this reinforces to consumers that success is achievable. This makes it easier to believe that having the same product as the successful individual will make them successful also. This advertisement with Britney Spears drinking Pepsi as a means of convincing other people to drink Pepsi is based on the same desires and ideals as the 1920's advertisements. Britney Spears is what people want to be and physical possessions are seen as a way of attaining that same success. By buying Pepsi individuals feel that they are equal to Britney Spears."
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