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Vision and Leadership, 2006.
A review of great business leaders and the role that their vision played in their success.
1,406 words (approx. 5.6 pages), 6 sources, MLA, $ 46.95
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Abstract
The paper is written around the quote that a company "can not progress without a common vision", by Warren Bennis. The writer shows how Charlotte Beers brought Ogilvy & Mather Worldwide advertising agency to success with her vision. The paper further discusses the role that personality and ego play in successful leadership, and concludes with a summary of Beer's success.
From the Paper
"The strong management style of Charlotte Beers suggests that she knew the importance of vision in leadership when she took control of the advertising agency Ogilvy & Mather Worldwide. At the time, the market situation of the once-great Ogilvy was as cold as the polar caps faced by the great Artic explorer Earnest Shackleton, as detailed in the book Shackleton's Way. (Morrell, et.al, 2002) Today, the Ogilvy website proudly proclaims itself as the generator of one of the most successful campaigns in recent memory, the Dove beauty product line that caught consumer's eyes with an edgy use of ordinary women."
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New Product Acceptance in the Public, 2006.
A case study of the viability of traditional advertising methods, and potential alternatives.
3,620 words (approx. 14.5 pages), 10 sources, MLA, $ 100.95
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Abstract
The paper examines the viability of advertising over mobile phones. The writer explains that traditional advertising methods are slowly losing their capability to tap target audiences, and that households with Internet connection spent five fewer hours watching television per week than non-Internet households. The writer further analyzes the alternative methods of advertising, especially voice-activated mobile media (VAMM) and their ability to reach their target market.
Table of Contents:
The Conventional Media & its Saturation
Voice-Activated Mobile Media
Various Perspectives of VAMM and Legal Issues
The Marketing Domination of Content Provider in Real time VAMM Mobile Telephony
Marketing Issues in Favor of VAMM
The Future is Voice
The Revenue Stream for Voice-Activated VAMM
The Target Markets
The Basic Ingredients of VAMM
Conclusion
References
From the Paper
"Even while sitting before the TV, there are 500 channels to choose from. With media audiences totally fragmented, it is difficult as well as expensive to reach a mass audience. Thirdly, the days of product and service-led differentiation are over as both of these are easy to imitate and in the coming years these cannot be the source of value."
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Communications Theory, 2006.
This article discusses how communications can contribute to marketing theory.
916 words (approx. 3.7 pages), 3 sources, MLA, $ 32.95
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Abstract
In this paper, the writer discusses the notion that theories or ideas from the communications field can influence marketing theory. The writer makes use of the example of consumer response to the introduction of a different product to the market by the Coca Cola company. The writer discusses product and brand loyalty and their connection to the communications industry. Looking into the theory of communication, the writer argues the role that advertising, public relations and the media play in the success or failure of a product.
From the Paper
"Professionals in the communications field, particularly public relations professions, were increasingly interesting in learning the skills for some areas traditionally regarded as advertising: media planning and message evaluation, for example. Whether communications theorists want to keep areas of interest separated, it was clear to Miller and Rose that those who worked in the field wanted to combine them, and perhaps needed to combine them in a marketing context in which more people had more access to more forms of information delivered in more formats than ever before. In other words, media and particular the Internet and its increasing sophistication, with streaming video and its inherent interactivity, made it essential for anyone with a message to understand fully how messages could be delivered and how they might be received. The line between advertising and public relations became blurred, or possibly more accurately, subsumed into the major discipline of communications."
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The Survival of American Airlines, 2006.
A look at the steps American Airlines will have to take in order to survive.
2,075 words (approx. 8.3 pages), 10 sources, MLA, $ 65.95
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Abstract
This paper takes a brief look at what characterizes American Airlines and the tactics they will have to employ if they hope to survive their current economic situation. This paper also takes a look at the reluctance of Americans to fly as a result of 9/11 and other terror attacks.
From the Paper
"The airline industry is characterized by very complex pricing dynamics, depending on travel distance, type of traveler, and domestic and international flights, to name a few of the many factors that determine the degree of price elasticity or inelasticity (Air travel demand elasticities: Concepts, issues and measurement). For long-haul international business travel, demand is not sensitive to fare changes because there are few close substitutes. On the other hand, long-haul domestic business travelers have much higher elasticities than international business travelers. Telecommunications has become more acceptable as a substitute in domestic markets due to common culture, laws, contracts, etc. Likewise, international leisure travelers have greater elasticity than do international business travelers. These consumers are more likely to either postpone their trips in response to higher fares or seek locations that are not as expensive. "
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"America's Army" Video Game v. Army, 2006.
This article compares the "America's Army" video game with the United States Army.
957 words (approx. 3.8 pages), 1 source, APA, $ 33.95
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Abstract
In this article, the writer discusses similarities between the video game "America's Army" and the real army, such as simulation games and battle simulation episodes. The writer looks at methods of recruit and ways of advertising for the United States Army. The writer states that both the actual United States Army and "America's Army" rely on lures to gain new recruits. The writer continues that "America's Army" was designed to be both a way to lure young recruits and as a way to simulate battle experience. The writer shows that although "America's Army" and the United States Army share much in common, the video game remains a game and does not adequately capture the experience of serving in the armed forces.
From the Paper
"Both the America's Army video game and the United States Army use advertising, propaganda, and clever product placement in order to sell their ideas. In fact, America's Army is one of the propaganda and advertising tools that the United States Army uses as part of its arsenal of marketing tools. In addition to the video game, the United States army uses brochures, television ads, print ads and radio ads to sell the armed forces to young people. In the same way, America's Army is marketed through a series of advertisements in publications and on multimedia sources.
Both the America's Army video game and the United States Army use battle simulation games. In fact, the America's Army video game is almost entirely based on battle simulations. The United States Army employs more specific simulations games, such as those that are used to operate different types of mobile artillery. However, both the America's Army video and the United States Army need to hire software engineers that can craft intricate battle simulation episodes."
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Ethics, 2006.
This article concerns an ethical dilemma involving an employee's dismissal from a motor company, that is a major advertiser in a newspaper.
1,269 words (approx. 5.1 pages), 2 sources, APA, $ 43.95
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Abstract
The writer describes how the ethical dilemma arose when an investigative reporter discovers a threat of legislation against a motor company for unfairly terminating an employee. The motor company has bought a large amount of advertising space at the newspaper where the said reporter works. The writer describes that the stated policy of the company is to remain non-partial in its hiring and termination of employees. The paper shows that the employee claims that he was mistreated and subsequently terminated because of his race and religion. However, the writer reveals the reporter's claims that the employee had been caught stealing money from the company's cash box. This article discusses the problem that arises as a result of the company's refusal to allow newspaper reporting regarding the matter. The writer shows that if the reporter were then to write about the matter, it constitutes a conflict of interest with an advertiser.
From the Paper
"The reporter in question brought the matter to the attention of the editor, who contacted the human resources manager to discuss the matter. It was decided that it was in the paper's best interest to pursue the story. The policy of the Weekly Herald is clearly that reporting should be honest, current and impartial. If any place of business is guilty of misconduct with regard to its employees, readers have the right to know about it. Furthermore, in the intensely competitive world of reporting, it would serve the paper well to bring fully investigated, truthful and timely material to the reader. Waiting for the angry employee to go to the press with the story would be unfair both to the paper and to its readership. Firstly, the Weekly Herald would prove untrustworthy in terms of newsworthy items and secondly, it is likely that the objectivity of the story would be compromised."
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Euro vs Florida Disney, 2006.
This paper compares the Walt Disney Company -- WDC theme park and resort complex in Florida and Euro Disney in France.
2,985 words (approx. 11.9 pages), 11 sources, MLA, $ 88.95
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Abstract
CThis article studies the Disney theme parks located in Florida and in France. The writer states that due to strong leadership and excellent management skills, Disney has been able to make forays into many fields like entertainment, communication and technology and customer service. This paper compares the huge success of the Florida Disney complex with the losses suffered at Euro Disney. The writer discusses reasons for these differences and offers possible explanations for profit and loss at each site respectively. The writer also looks at cultural differences as a reason for varying success at the different locations.
Contents:
Success of Florida Disney
What Went Wrong in Euro Disney in France?
Cultural Differences
Michael Esiner and How he Contributed to the Initial Failure of Euro Disney
From the Paper
"The leadership approach at Florida Disney is the outcome of a transformation of a business thinking that happened within Walt Disney which is called as 'Performance Excellence'. Identifying novel competitive force in the early 1990s it was understood at Disney that to remain a benchmark in creativity, customer service and entertainment, every Cast Member at Florida should assume the role of an active partner in the success of the company. This initiative makes linkages to the leadership behaviors to the fundamental and quantifiable measures of Disney's business which is the totality of Cast experience, Guest satisfaction, and customer loyalty. In the beginning it was realized that the concept of Performance Excellence revolved on two major factors which is involvement and passion. (Disney World Paper)"
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Buzz Marketing, 2006.
This article studies the notion of "buzz marketing" which is a disputable method of promoting a product.
1,745 words (approx. 7.0 pages), 8 sources, APA, $ 56.95
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Abstract
The latest promotion is called "buzz marketing," when consumers and even actors are hired by a company or ad agency to endorse a product. The idea is to find the most liked and respected individuals in a community and have them use a product in order to create a buzz around it. Buzz, sometimes called "street marketing," can make a company more desirable. How is this different from any advertisement or commercial? In the majority of cases, the individuals hearing the message do not know that they are being duped. Consumers actually think the person feels this way about the product. So far, the Federal Trade Commission has not put restrictions on buzz marketing. However, this does not mean that it is acceptable or ethical. It still remains a controversial issue.
From the Paper
"The Federal Trade Commission, which regulates the legal use of advertisements, has not yet ruled on buzz marketing. Regardless, some people say that buzz marketing raises serious ethical issues. That is because buzz marketing often uses regular citizens who get products for talking up products. Or, the companies sometimes fall into that stealth area and hire professional actors to pose as typical consumers. Some individuals say they would not be upset to find out someone had tricked them by praising a product in return for a gift or two. Others say that buzz marketing makes the negatives of advertising--motivating people to buy something they do not even need or want -even worse. It will eventually lead to a situation where nothing or no one can ever be believed."
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Sexuality in Advertising, 2005.
This paper discusses the use of sex in advertising as a powerful tool for selling products; however, sex in advertising is addressed differently toward men than it is toward women.
1,245 words (approx. 5.0 pages), 5 sources, MLA, $ 42.95
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Abstract
This paper explains that the sexual connection is much easier to set up for men than for women because men have minimal criteria for sexual desire, basically a woman's anatomy; thus, young healthy women's bodies easily attract the male view to the advertiser's product. The author points out that the use of sex in advertising to women is much more difficult because women's instinctive sexual reaction is more strongly affected by their intelligence; thus, advertising to women rarely uses sex, but rather the romance approach is applied using stereotypical images such as roses and a doting man. The paper relates that sexuality in advertising is a major area of ethical concern; however, surprisingly little is known about its effects on women and men.
From the Paper
"Sex is the second strongest of the psychological appeals, right behind self-preservation, and its strength is biological and instinctive, the genetic imperative of reproduction.Sexual desire is an instinctive reaction in animals, and a person's perception of a suitable mate is the basis.That perception is usually a set of criteria that the opposite sex must meet, and those that meet and exceed those criteria will provide the chance for the highest quality offspring with the best chance of survival."
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Internationalization of Branding, 2006.
An in-depth paper on how retail clothing companies are working to internationalize their brand names.
17,074 words (approx. 68.3 pages), 46 sources, APA, $ 249.95
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Abstract
This paper discusses at length the challenges faced by the retail fashion industry. After a thorough overview of current issues, the paper launches into a case study of Perry Ellis, Inc., a major fashion retailer, which owns thirteen brands, including Perry Ellis, Penguin Sport and Southpoint. Perry Ellis, Inc. also licenses an additional five brands, including Nike and Tommy Hilfiger. The author explains how Perry Ellis has leveraged the brand-name familiarity to become a lucrative company. The paper also provides a case study of the Levi Strauss company, and shows its distinct branding style.
From the Paper
"In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged as a top management priority in the last decade. As a result of its highly competitive nature, branding carries a significant effect in the retailing industry as one of the main drivers influencing customer perceptions, store choice and loyalty. Thus, as an attempt to offer more to the consumer than just low prices, retailers are developing marketing strategies that build store equity and differentiate their brand."
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The Effectiveness of Advertising, 2006.
Describes a study done on the efficacy of advertising.
936 words (approx. 3.7 pages), 2 sources, APA, $ 33.95
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Abstract
This paper describes a study conducted by Marketing Management Analytics of Forrester Research on the efficacy of advertising, as well as the results and conclusions of that study. The paper also explains that the study was successful in drawing some much-needed quantifiable conclusions about the advertising industry as a whole, as well as the current uncertain atmosphere amongst advertisers and marketers about their ability to reach current consumers through any medium of advertising.
From the Paper
"In other words, not only is the question of advertising efficacy an old one, it is also one in which individuals in the marketing and advertising industries are increasingly pressed to answer with greater decisiveness and accountable data, given the multiplicity of advertising channels open to marketers today, the greater need for marketing segmentation given the wider availability of products to consumers, and the narrowed chance of reaching consumers in a point and click, remote control and mouse controlled society, where attention spans seem to be growing ever shorter, and the expenses of directed advertising campaigns are growing longer and longer."
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The Motion Picture "Catwoman", 2006.
A paper on the reasons why "Catwoman" was not a successful film.
3,850 words (approx. 15.4 pages), 11 sources, MLA, $ 105.95
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Abstract
This paper examines the reasons that in an age of wildly successful comic-book based movies, such as "Batman" and "Spiderman," "Catwoman" was not a successful movie. The author examines such issues as the writing of the movie, technical editing issues, and special effects. The paper contends that the movie is a cinematic disaster despite an all-star cast, a high budget, and good subject matter.
Table of Contents:
Executive Summary
I. Introduction
II. Situational Analysis
A.SWOT External
1. Economy
2. Society
3. Technology
4. Industry
B.SWOT Internal
1. Capital
2. Personal
3. Product
III. The 4Ps of Marketing
IV. Recommendations
From the Paper
"Catwoman, directed by the French Director Pitof, makes a climbs-down with the audience to the point of starting when Joel Schumacher puts rubber nipples on the bat suit and treated his fetish for neon-lit sets. Catwoman is Batman and Robin once again excitedly crapping over all the well-treasured achievement of 'serious' comic book movies and approaching with full vigor. Taking into account the marketing aspect, it is an easy thing to put the blame on the actress on Halle Berry due to the awesome debacle of a film. This is due to the fact that she is the one who is running around the 'nameless computer-generated city" draped in an ill fitting leather attire and doing the role of embarrassing scenes in whish she gulps down 6 cans of Tuna fish or at times she is crazy for a catnip. To discharge this role, Berry was paid millions. The audience rightly was not prepared to accept this rubbish. The true wedgie in the crotch of Catwomen is director Pitof, who had experience with special effects and Hollywood hack, who has a difficult time in feeling confident with the obsolete filmmaking devices such as "acting, "drama", & self-control for a long period to really make a movie out of this Bob Kane created character. (Catwoman: www.filmfodder.com)"
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Coca-Cola, 2005.
An examination of Coca-Cola's advertising strategy, which is directed at the youth market.
1,240 words (approx. 5.0 pages), 4 sources, MLA, $ 42.95
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Abstract
This paper looks at how Coca-Cola's advertising campaigns are specifically directed at a young audience because teens have disposable income and are more willing to pay a premium price than adults. It also looks at how they use specific product placements associated with TV programs, such as "American Idol", and films such as "Harry Potter", which are directly linked to the youth market.
From the Paper
"In saying this, it must be noted that music and sports stars and recognized as idols for many teens. This includes that teens look to these stars or celebrities to determine what is considered cool. Music and sports celebrities that have featured in advertisements for Coca-Cola include Christina Aguilera, Michael Jordan, Shaquille O'Neal, and singer Mya. By having these celebrities endorse the product, Coca-Cola is communicating to the young audience that the product is considered cool and linked with success. It must be noted that the celebrities that endorse Coca-cola also tend to be young and attractive."
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"Sex, Lies & Advertising", 2005.
This paper reviews and analyzes the article "Sex, Lies & Advertising" written by author and feminist Gloria Steinem which focuses on the impact of advertisers in the media.
761 words (approx. 3.0 pages), 1 source, MLA, $ 27.95
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Abstract
This paper discusses Steinem's article in which the author and feminist gives a detailed account of how advertising dollars dictate the ads as well as the editorial content in "Ms. Magazine." This paper discusses the actions taken by advertisers such as Revlon and Clairol when their demands regarding editorial content aimed at promoting their products were not met. One example in Steinem's article cited that Clairol withdrew its advertising support after "Ms. Magazine" published an article on the hazards of carcinogens in hair dyes. This paper analyzes how diversity in the field of advertising is seen as a direct threat to reaching a primarily white audience. This paper also examines Steinem's regret in using her publication to sell products that may not be in the best interest of women by citing the financial necessity in doing so.
From the Paper
"Does consumer power really drive what types of ads are run in magazines? According to Steinem, this is not necessarily the case. Although her magazine had presented ample evidence to advertisers that women are decision makers in purchases involving automobiles, consumer electronics such as sound equipment, VCS, and computers and office equipment, the publication had a really hard time obtaining advertisements for these types of products. One of the reasons given is that the advertising industry lags consumer reality. Where women may once have turned to their significant others to help them make their decisions, they now increasingly rely on their own judgment. But, the old perceptions remain ingrained in advertising executives. And, Stinem states that acceptance of products by women is viewed as a threat to the perceptions of the products by males."
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Church Business, 2006.
This paper presents an overview of a yearly public relations plan, for a neighborhood church, geared towards to attracting new members.
1,405 words (approx. 5.6 pages), 5 sources, MLA, $ 46.95
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Abstract
This paper examines the current condition of the church, while focusing on the business strategy and promotional campaign to be implemented over a 12 month period. This paper examines the numerous existing ministries within the church, which include a teen ministry, married couple ministry, divorced couple ministry and single parent ministry. The writer contends that the proposed strategy plan and promotional campaign, detailed in this paper, involves understanding and meeting the church's current needs, while at the same time implementing original ideas to attract new members. This paper also discusses how promotional materials, advertising and televised commercials will be instituted as well as staging various musical events, aimed at attracting younger members.
From the Paper
"The ministries are geared toward age groups and lifestyle choices made by our church members. The public relations strategy will involve understanding the church's strengths so that we can build on those strengths to continue to service our members as well as attract new members. The strengths of the church include several services for all needs, a benevolence committee to help those who are in need, our pastors provide excellent services that are thought provoking and interesting, we have contemporary music while many of the churches around this area are still using old fashioned gospel music. The church is easily located because it is right off the bypass on the only highway that goes through the entire town."
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