Abstract
This paper takes a look at a company that has just developed a new product for which advertising has begun. The company desires to test the effectiveness of this advertising on the public. This paper discusses marketing research and related issues and problems.

Outline:
Problem Statement
Literature Review
Objectives
Research Procedure - Methodology
Research Design
Instrumentation and Data Collection
Data Analysis
Time Schedule
Resources Needed

From the Paper
"In the work entitled: "Advertising Tracking" Jerry W. Thomas states that: The promise of media advertising is great. It's an opportunity for a brand to tell its story directly to the ultimate consumer. It's an opportunity to build awareness and project a powerful brand image. It's an opportunity to create and build brand equity. It's an opportunity to bypass the trade, an opportunity to circumvent competitors. In actual practice however, the promise of media advertising is seldom realize." (1995) Media advertising's potential is seldom realized because "few companies do basic strategy research to develop a creative blueprint to guide the development of their advertising. Second few companies pretest their advertising creative to make sure it has a change to work. Third, even fewer companies track their advertising once it's 'on air' to measure the effects of the advertising over time."(Thomas, 1995) "

Tags:focus, group, web, stimulus, concepts, buyer, consumer, attitude, product, Projective, techniques

Abstract
This paper examines how Guinness enjoys a kind of monopoly in the 'stout beer' segment in the U.K. market and how it stands at the 5th position in the overall beer sales. It proposes relationship, direct and database marketing for the U.K. including market analysis, customer analysis, communications plan and budgeting.

Outline
Introduction
Situational Analysis
Customer Analysis
SWOT Analysis
Objectives
Segmentation
Targeting
Positioning and Creative Strategy
Database Strategy
Communications Plan
Communication Objectives
Relationship & Direct Marketing
Advertising
Sponsorships
Time Plan
Budgeting
Conclusion
References
Appendix

From the Paper
"Guinness has a distinct positioning due to its product characteristics such as dark color; creamy head and the unique two-step pour process. It is seen as a premium beer and is positioned in the specific 'stout' category with to be drunk only on certain occasions. A major change in the positioning is not required, however we suggest a minor drift towards the wider beer category, which can be had on a regular basis. And also its association with occasions such as the St. Patrick's Day, Sports matches, Christmas etc. should be maintained which the company can capitalize."

Tags:beer, database, stout

Abstract
This paper offers a proposal for a marketing plan for the Burswood Resort Casino in Perth, Western Australia. The study analyzes the positioning, finances and potential business of the complex. The paper begins by examining the current situation faced by the casino and then outlines the marketing strategy proposed.

Contents:
Abstract
Situational Analysis
Marketing Program Goals
Marketing Strategies
Action Plan
Budget
Monitoring System and Control
References

From the Paper
"It is extremely important to first understand Burswood's background and current situation to be able to develop a solid marketing plan. Hence, this paper will start with a situational analysis of Burswood. This is then followed by its marketing program goals and marketing strategies respectively. The action plan will be the next step in this document. Finally, the budget and monitoring system should finish off this marketing plan."

Tags:mix, gambling, strategy, advertising, perth, resort

Abstract
Research proposal for comparative study of traditional and online marketing. Defines marketing, its activities and strategies. New marketing venues that are available due to the World Wide Web. Paper addresses two research objectives. One centers on companies engaged in B2C marketing and online marketing strategies to reach new audiences. The second explores the question of whether elements that lead to successful online marketing are different than elements associated with successful traditional marketing.

From the Paper
Research Proposal An Investigation of the Strategies and Trends in Online vs Traditional Marketing Introduction and Objectives of the Study Marketing encompasses a broad array of activities and strategies that deal with pricing selling and distributing a p

Tags:online marketing, advertising, e-commerce

Abstract
The paper proposes a market research study to discover how advertising affects or impacts, if at all, consumer purchase motive. The paper predicts that the consumer study groups' individual purchasing motive will correlate with the advertisements tho which they are subjected. The paper notes the general premise that advertisers continue to spend millions of dollars a year on advertisements and concludes with the belief that this study will demonstrate how advertising greatly affects consumer purchase motive.

Outline:
Introduction
Abstract of Study
Hypothesis
Conclusion

From the Paper
"The amount of money spent on advertising consumer products is rising every year. (Graydon, 2003 p. 156). At its most fundamental definition, advertising is paid and is sometimes free communication through a medium in which the sponsor is identified and the message is controlled. The methods used for advertisements are diverse, including publicity, public relations, product placements, sponsorships, underwriting and sales promotion. Further, every medium imaginable is used to send the advertiser's message to the consumer, including television, radio, movies, magazines, newspapers, Internet and billboards. (Young, 2005 p. 76)."

Tags:marketing, promotions, consumption

Abstract
The paper aims to examine restaurants that already have a website and how key factors influence the ability of the website to generate revenue. This is in order to provide restaurants with some tools and guidelines that will help them use the Internet more effectively as an advertising medium. The paper outlines the methodology of the study, the proposed structure of the thesis, its schedule/timeline and the resources to be utilized. This paper contains a table.

Outline:
Objectives/Aims
Contributions of the Proposed Research
Methodology
Proposed Structure of Thesis
Schedule/Timeline
Resources

From the Paper
"The literature review indicates that this area of research is groundbreaking and has never been attempted in this area of research. It will make an important contribution to the industry by helping restaurant owners better to understand how their website affects their revenues. It will provide an empirically tested set of guidelines to help restaurants improve their websites to drive more traffic and to increase sales. A set of guidelines that has been empirically tested does not exist to date."

Tags:advertising, revenue, brand, image, consumers

Abstract
The paper discusses the primary issue raised in the article entitled, "Ethical Advertising-Ad Creep and the Invasion of Public Space," by Mike Catherall, that is the invasive practices embraced by many marketers in contemporary society.

From the Paper
"The primary issue raised in the article entitled, "Ethical Advertising-Ad Creep and the Invasion of Public Space," by Mike Catherall, is that associated with the invasive practices embraced by many marketers in contemporary society. The author points out that while public schools in both the US and Canada receive sorely needed funds to purchase equipment and supplies from selling advertising space and time in the public school systems, these schools also allow marketers undue access to young minds which are overly susceptible to the marketers' messages."

Tags:home, schooling, proposal

Abstract
This paper explains that, because consumers are bombarded each day by thousands of messages, the challenge for advertisers is not only to get their advertisements noticed but also to have consumers remember them. The author points out that, through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. The paper discusses the way that Dove's Campaign for Real Beauty used an eye-catching and discussion provoking message plus promoted the sharing of ideas among consumers with similar interests. The author stresses that this interactive meeting of real people and the subsequent exchanging of ideas, experiences and support is what made the campaign a true marketing success. The paper includes many color illustration and charts.

Table of Contents:
Executive Summary
Introduction
Integrated Marketing Communications Plan
Objective
Strategy
Target
Proposed Elements
Advertising
Website
Public Relations
Integration of Campaign Elements
Success in Meeting Objectives
Recommendations
Appendix 1: Dove History
Appendix 2: Promotional Mix
Appendix 3: Dove Websites
Appendix 4: Competitor Websites

From the Paper
"Since the inception of the campaign in 2004, Dove has seen double digit growth in a category that typically grows at 2-3% per year . The campaign for real beauty has won countless awards and the campaign website has received more than 2.5 million visitors . The brand has significantly increased its emotional appeal amongst its target market with associations such as "confident", "fun" and "energetic". The high-risk bet that Unilever made paid off; Dove was able to increase market share, create an exceptional marketing campaign, and all while preserving the practical strengths of the brand."

Tags:clutter, emotional bonds, global market research, self-esteem building, integration

Abstract
Using the example of the International Corn Flake Company, the paper explores globalization marketing strategy. It looks at the strengths and weaknesses of the company's marketing strategies and the strategies' effectiveness. The paper also proposes new marketing strategies, such as adapting the product/ advertising to the foreign market.

From the Paper
"There are a number of companies that are being recognized by and whose brand names are familiar to most of the people in every region of the world. With the span of time, the global competition is becoming more and more intense and is affecting businesses in almost every part of the world. Those domestic companies who have been doing business in a specific region for decades to concentrate in only one area of the market are now finding foreign competitors at their competition and having more market recognition because of their regional presence. Though some of the people argue that the government should protect the domestic firms through legislations but in the long term, this policy may harm the interests of the consumer because the domestic firms may not be providing a compatible product or service. The best strategy to address this issue of foreign competition is to improve the products and services at home and to expend the target markets to other foreign markets. However, it is usually advisable to cautiously make the decision of expanding into any foreign market. The risks of doing business in a foreign region are high. The reasons for such high risks are the number of challenges faced by these companies while doing business outside the U.S such as shifting borders of the countries, instability in the political and economic scene of the country, problems related to foreign exchange, corruption and pirating of company's technology."

Tags:market, economics, global-village, foreign

Abstract
In this paper, the writer explains that the GUESS store in the Montgomery Mall has not met its sales targets. The writer, therefore, proposes an in-store "members only event" (MOE) fashion show to attract more customers, obtain a higher level of GUESS loyalty, increase profits and advertise this GUESS store. The paper reviews literature supporting the success of this type of customer-building events. The paper also presents a day-by-day work schedule including research, marketing and advertising plans, budgeting and scheduling.

Table of Contents:
Introduction
Plan of Work
Conclusion
Appendix: Chart of Resources and Costs

From the Paper
"The second day is getting the list of top paying clienteles and acquiring the top selling products to wear for the fashion show, along with the cost of each item. A list will be created detailing each outfit the model will have to wear, along with the pricing of each item in case of damages. Obtaining the list of customers and popular products will be easy because corporate sends a monthly update on new product knowledge and the system keeps track of customer's spending. No extensive research for this is necessary."

Tags:customers loyalty research, target sales, budget