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The Evolution of Advertising Media, 2007.
An analysis of the role of technology on the evolution of advertising media.
2,098 words (approx. 8.4 pages), 3 sources, MLA, $ 65.95
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Abstract
This paper reviews how media will continue to change and evolve as it responds to advertising and marketing needs in the future. It looks at the impact of the 21st century upon clients and the advertising agencies themselves and then discusses what all of this means for various traditional advertising tools, such as newspapers and magazines. The paper particularly focuses on the role of the Internet in the future of advertising and media.
From the Paper
"Technology will also evolve in much the same dynamic fashion as all of the other elements of twenty-first century marketing and advertising. Several of these technological possibilities - such as VOIP technology integrated with e-commerce managers or new holistic software packages that facilitate immediate response to purchasing patterns - have been previously touched upon and need not be returned to here. However, other technological advances could include interactive or virtual reality technology for geographically-distant consumers eager to "test-drive" a new product. Likewise, an advertising agency might give its sales staff palm-pilots equipped with features that provide them with instantaneous information about a client's questions or concerns simply by aggregating data about that client's purchasing patterns and demographic characteristics. In any case, the next five years or so are likely to see startling advances in all of these areas as the once-elusive goal of instantaneous information transfer and synthesis is worked towards steadily."
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Measuring Advertising and Media Effectiveness, 2007.
The paper compares and contrasts the traditional approaches to measuring advertising and media effectiveness versus the digital ones.
1,210 words (approx. 4.8 pages), 4 sources, MLA, $ 41.95
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Abstract
The paper discusses the traditional approaches to measuring advertising and media effectiveness as opposed to digitally based metrics. The paper demonstrates how digital metrics are revolutionizing the world of advertising and media effectiveness. The paper concludes that the growth of the Internet and the fragmentation of markets is setting the perfect situation for digital metrics to continually grow.
Outline:
Executive Summary
Traditional Approaches to Measuring Advertising and Media Effectiveness
Digital Metrics of Advertising and Media Effectiveness
Summary and Conclusions
From the Paper
"Anchored in a series of methodologies that were originally created for the purpose of evaluating social science, the traditional approaches to measuring advertising and media effectiveness began with a series of research designs that were organized by their ability to either prove or disprove a null and alterative hypothesis of viewer behavior. Methodologies looked to isolate the influence of advertising and media exposures and prolonged approaches from companies looking to educate consumers. This has not changed, in the more digitally oriented approaches to evaluating advertising and media effectiveness, yet the measurement techniques and tools have."
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Advertising and the Media, 2002.
Examines the relationship between the media and advertising.
1,900 words (approx. 7.6 pages), 6 sources, $ 71.95
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Abstract
This paper argues that the relationship between the media and advertising is part of capitalism's agenda to impose certain socially constructed ideologies.
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Advertising - The Media Commission System, 2004.
This paper examines the role of the advertising agency the traditional payment schedule commissions.
1,350 words (approx. 5.4 pages), 4 sources, MLA, $ 47.95
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Abstract
This paper discusses the role of an advertising agency and its the traditional payment system of commissions based on media placement fees paid by the client. The paper looks at financial issues from the agency's perspective with commissions, and alternatives to commissions such as labor-based and full-fee alternatives. The paper concludes that the commission structure is being phased out and that the industry will embrace alternatives.
From the Paper
"The advertising agency has become a staple of business today. There are advertising agencies that specialize in international marketing, others that specialize in particular industries and still others that focus on particular media. Some agencies are full-service, offering their clients a complete package from concept through execution and placement, while other agencies are more specialized. Increasingly, advertising agencies are participating in key aspects of marketing including the product aspect of the marketing mix."
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Media Hegemony in Advertising Strategies, 2006.
This paper discusses hegemony within the media and looks at its dominance over advertising.
1,800 words (approx. 7.2 pages), 8 sources, $ 71.95
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Abstract
This present research examines the hypothesis that advertising in all forms of media is nothing other than media hegemony. The writer discusses that the concept of hegemony is employed as a device to gain a position of dominance over viewers and this position of dominance is manipulated at various levels beyond mere commercial activity.
From the Paper
"Hegemony is the domination of one group or entity by that of another group or entity; it consists of the polarization of at opposite ends a given spectrum between domination and subjugation with little in between. While hegemony or alternatively, hegemonism, is most often conceived as blatant or superficially apparent but in reality, hegemonism of the cultural variety is occurring daily in the popular media most often facilitated through advertising and the advertisers who both design and produce advertising."
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Cultural Evolution vs. Biological Evolution, 2008.
A comparison and contrast over cultural evolution with biological evolution.
1,583 words (approx. 6.3 pages), 3 sources, MLA, $ 51.95
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Abstract
This paper explains the concept of cultural evolution and compares and contrasts cultural evolution with biological evolution. The paper discusses the effect of the historical or cultural environment on the development of cultural evolution and looks at the study of cultural anthropology and the various opinions that exist on the ability for evolution of culture to occur at all.
From the Paper
"The social sciences must take into consideration cultural perceptions, even if these perceptions are biologically in error. The human race has far more in common with one another than it has differences, but culturally individuals have perceived and classified other individuals according to 'races,' including Darwin himself in some of his less enlightened moments. Cultural evolution and anthropology aims to understand how these perceptions have affected human culture, but biological evolution merely takes note of this factual error. Obviously, the biological fiction of race, and the fact that an apparently Caucasian individual can have the genetic material of someone who is African, even if these traits are not dominant in his or her physical configuration, acts as a profound question to the assumptions of our culture. The limits of our own culture challenge the idea that there is a linear, positive progress to cultural evolution of ideas and practices (such as industrialization making the world less habitable). The insight biological evolution provides about race shows that there can be fruitful methodological dialogue between cultural and biological evolutionists, but the two approaches will never study the same discipline, nor can the use the same methods. The biological question: 'Are there races within the human species' is a different question than the cultural query: 'why do cultures continue to subscribe to the divisive idea that there are innate differences between different groups of the human species?""
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How Advertising Changed to Fit New Media and Technology, 2001.
This paper discusses the changes that have taken place to change the media and advertising world.
2,375 words (approx. 9.5 pages), 23 sources, $ 72.95
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Abstract
The paper discusses and sheds light on how changes in the advertising industry and new creative techniques emerged to make specific advertisements stand out from its competitors. The author examines what media and advertising strategies manufactures would use, where these new ideas came from and how consumers respond. A look at how technology and the emergence of new unexplored mediums altered previous advertising strategies.
From the paper:
"In the 1880s most manufactures were starting to see a huge boom in the economy, which allowed them to expand their area of distribution and dip into new markets previously unattainable. Alongside this enormous economic growth, many technological changes were taking place as well. For example, mechanized farming equipment, sewing machines, and other machinery were invented increasing the production processes of the past. As a direct result of this increase in production, factories expanded and products became available at a lower cost and faster rate than ever before. New inventions began to appear such as the automobile, telephone and light bulb. In 1896 the government and the railroad companies developed the national railroad system and rural free delivery. With this, it was now possible for manufactures to distribute goods to geographic areas previously unreachable."
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Evolution, 2002.
A comprehensive analysis of the theory of evolution, belief in evolution, and its effect on student behavior.
2,716 words (approx. 10.9 pages), 17 sources, MLA, $ 81.95
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Abstract
This paper discusses the impact of believing in evolution, on the behavior of students by describing both the evolutionary theory and its various effects. The paper presents the considerable debates on the issues of evolution and creationism. The writer claims that evolution is usually held responsible for inducing immorality among its followers.
Introduction
Evolution or Creation
Evolution and Ethics
Evolution and Morality
Evolution and the Value of Human Life
Co-Existence of Evolution and Religion/Morality
Belief in Evolution and Behavior of a Student
References
From the Paper
"The theory of evolution that man is just another animal in the line of living forms, attaches the same value to a man?s life as the value that is attached to an animal. As a result, in presence of evolutionary claims, there is no rule that could regard a man?s life as more important than an animal?s and therefore worth treating any differently. Such a belief tends to lead, inevitably to unethical code of conduct. For instance, in January, 1973, the United States Supreme Court, in a 7-to-2 vote, decided that the human embryo growing within the human womb cannot be defined as ?human? and as a result, it can be subjected to any kind of maltreatment. According to Darwin, an evolutionist, since the weaker members of society are unfit and, by the laws of nature, cannot survive, a baby growing in the womb cannot survive either unless helped by a stronger being. Unless the mother, a stronger being, is bound by a moral code, she will not help a baby grow. This will, in the long run, inevitably lead to extinction of human race."
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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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Advertising, 1990.
This paper examines the goals of advertising, the types of advertising and various techniques used in advertising strategies: Personal vs. mass marketing, sales promotion, publicity and public relations.
1,575 words (approx. 6.3 pages), 7 sources, $ 55.95
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From the Paper
"The purpose of this discussion on advertising is to examine the goals of advertising, the types of advertising, and various techniques used in advertising strategies. In addition, this paper addresses personal marketing versus mass marketing, and clarifies the roles of such marketing tools as sales promotion, publicity, and public relations, which are different from the role of advertising.
Advertising is "the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media". Key words in this definition that, when used together, separate advertising from other marketing tools are nonpersonal, paid, persuasive, and media. First, advertising is not personal because it lacks face-to-face ... "
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Advertising, 2006.
A look at the importance of advertising in modern society and the presence of gender and racial stereotyping that continues in today's advertising.
1,800 words (approx. 7.2 pages), 5 sources, $ 71.95
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Abstract
This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
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Bill Merrilees' Article: 'Radical Brand Evolution', 2007.
This paper analyzes an article authored by Bill Merrilees' entitled 'Radical Brand Evolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research".
1,090 words (approx. 4.4 pages), 2 sources, MLA, $ 38.95
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Abstract
This paper explains that Bill Merrilees' writes in his article 'Radical Brand Evolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research" that brand evolution entails the gradual transformation of the identifying symbol of a corporation via external and internal stimulus. The author points out that the writer concludes that brand revitalization can only occur if the development and protection of the brand is made a part of the coordinating elements of a marketing strategy geared towards appealing to target consumers. The paper relates that Merrilees devotes the bulk of his article to the application of brand orientation to the Canadian retailer Canadian Tire, who was compelled to revitalize its corporate brand in the face of new business pressures from the low prices of Wal-Mart and the excellent customer service of Home Depot.
From the Paper
"Merrilees then favorably invokes the six-step model of brand evolution designed by McEnally and de Chernatony whereby organizations evolve from offering unbranded goods to offering, in order, "brands as reference," "brands as personality," brands as icon(s)," "brands as company," to - finally - "brands as policy". Periodically, of course, brands must be "revitalized" if they are to maintain the interest of key consumers and/or if they are to capture new consumers in periods of intense sectoral competition."
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Political Advertising, 2006.
An in-depth analysis of political advertising from 1952 till the present.
3,558 words (approx. 14.2 pages), 9 sources, MLA, $ 99.95
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Abstract
The paper describes how political advertising is not limited to election campaigns, but also issues that require public attention. The paper analyzes the debate on the appropriate content and format of political advertising and its influence. The paper examines how the presidential elections of 2004 have highlighted the role of media in general and advertising in particular. The paper describes how experts devise a media and advertising strategy as the politician with the most influence in advertising can actually win the race, as was the case in the 2004 presidential elections in the USA.
Table of Contents:
Television Advertising
Presidential Campaigns
1952
1956
1960
1964
1968
1970s
1980s
1990s
The New Century
Other Channels
Negative Appeals
Regulations on Political Campaigns
The Role of Advertising Consultants
Conclusion
From the Paper
"In a scenario where spending on media campaigns have increased over the years and negative aspects have also come to the surface, the issue of regulations and regulatory bodies become very important. The criticism hurled at the American election system is more about the lack of regulation to control the campaigns of candidates. Very few regulations have been imposed to control the whole process. In 1971, the Federal Election Campaign Act (FECA) was passed in the United States. "The Federal Election Campaign Act (FECA) of 1971 (revised in 1974), set limits on the amount of contributions that individuals ($1,000 per candidate per election, with primary and general elections treated as separate elections)" (Johnston & kaid, p. 8)."
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Advertising, 2005.
This paper studies advertising by looking at three advertising articles.
900 words (approx. 3.6 pages), 3 sources, $ 35.95
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Abstract
The essay examines three articles that deal with advertising. The paper offers a summary for each article, as well as providing the articles' main objective and a critical overview. The paper describes how the three articles are all from scholarly journals and they examine representation in advertising. The paper discusses how examining advertising as well as TV programming is important because the media influences public opinion and individual perception.
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The Ethics of Advertising to Children, 2008.
A discussion of the ethics of advertising to children.
2,630 words (approx. 10.5 pages), 9 sources, MLA, $ 79.95
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Abstract
This paper looks at that question of whether advertising directed at children is ethical. It points out that the amount of advertising targeting children continues to grow. Children view an estimated 360,0000 advertisements on television before graduating from high school. The paper also claims that, not until the early 1970s, was advertising directed at children seen as a problem in the United States. The paper argues that, although studies show that children under the age of seven cannot distinguish the difference between an advertisement and fact, there is little if any regulation of advertising directed at children within the United States. The paper compares the US to other countries, which have adopted the philosophy that advertising directed at children is immoral and have stepped in with varying levels of regulation. The paper concludes that, regarding television, it is unlikely there will be any restrictions placed on advertisers; however, with the proliferation of sites such as MySpace, YouTube, blogging, and other future technological advances to the Internet, there may eventually be a public outcry for more stringent regulations.
Outline:
Introduction
History of Advertising & Advertising to Children
Advertising and Its Impact on Children
Why So Much Emphasis on Advertising to Children?
Notable Examples of Advertising to Children
The Regulation of Advertising
Regulations in Other Countries
How Likely Change Is in the Future & Conclusion
From the Paper
"In the US, there are currently few policies or standards for food advertising and marketing aimed at children. The advertising industry maintains self-regulatory policies established by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus. CARU's guidelines apply to all forms of children's advertising, but it has no legal authority over advertisers and can only seek voluntary compliance. CARU has a group of about 20 advisors and 35 supporters, many of whom are from the food industry, such as Burger King, Frito-Lay, McDonald's, General Mills, Nabisco and Hershey. The CARU voluntary guidelines list seven basic principles, which address areas such as product presentation and claims, endorsement and promotion by program characters, sales pressures, disclosures and disclaimers and safety concerns."
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