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
Examines what changes a company needs to make in order to change its marketing focus onto the consumer and away from traditional marketing strategies. The paper addresses the difficulties of this approach and explains that the concept is still new in the advertising world. It provides a step by steps guide as to how to go about this change - identifying future trends, adapting technologies and entering markets through the media.

From the Paper
"Many companies are making a strategic change from the traditional marketing approach to "customer targeted marketing." Customer targeted marketing is based upon the idea of consumerism, which is based on "consumer behavior." (Day, 1999) Consumer behavior is the focus of consumer research that is conducted for the use of various techniques and strategies, such as focus groups, in-depth interviews, customer surveys, attitude testing, and more to obtain information about consumers for more effective marketing of a product or service."

Tags:advertising, consumer, media, consumerism, goods

Abstract
This paper explains that the three main strategic issues that Krispy Kreme will need to evaluate are its low degree of diversification, international expansion, and its distribution system, including franchising. The author points out that Krispy Kreme's greatest strength is its enthusiastic and loyal customers who have been developed through word-of-mouth publicity rather than traditional advertising. The paper relates that the most serious competitive threat is from Dunkin Doughnuts, which is the well-established market leader, known for both its wide variety of doughnuts and for excellent coffee.

Table of Contents
Introduction
Strategic Issues
Internal Environment - Strengths and Weaknesses
External Environment - Opportunities and Threats
Recommendations

From the Paper
"The third strength I have noticed in the case study is that the company seems to have a sound financial situation. Indeed, the IPO in 2000 raised enough cash to pay off debts and now the company can focus on its expansion. Of course, it has decided to cease paying dividends in the period to come, which I have considered a weakness and will discuss it further below, however, it is obvious that the company has no financial problems and that it can concentrate on its expansion."

Tags:diversification, franchising, word-of-mouth, dunkin?, international

Abstract
This paper analyzes the book "Absolut : Biography of a Bottle" by Carl Hamilton and discusses the story of how Absolut Vodka emerged as an unknown product and with a unique marketing strategy managed to conquer the United States market.

From the Paper
"The first step in the story is the proposal Gunnar Broman, head of Sweden's top advertising agency, made to New York executives in 1978. At this time the belief was that all good vodka came from Russia. In reality, vodka had been being produced in Sweden for centuries, but the cultural belief in America was that vodka came from Russia."

Tags:sweden, russia, broman, alcohol, advertisements

Abstract
This paper explains that packaging plays two important functions: To be attractive to the consumer and communicate the right brand messages to be functional. The author presents a consumer cost-per-ounce argument and concludes that the 10 oz. aerosol can is the best consumer value. The paper stresses that the cost of producing aerosol cans is lower than that for tubes.

Table of Contents
Economics of Three Options
Incremental Contribution
Test Marketing

From the Paper
"The three items, 5 oz tube (x), 5 oz aerosol can (Y) and 10 oz aerosol can (Z) will be available at the price of $3.95, $3.50 and $4.25 respectively. The company is deciding to set this price for the three items and it is therefore important to see which options would prove to be most feasible in the long run at the current price level. For this reason, we shall calculate the contribution that will be made by each item if they go into the market with this price tag. It appears from general study of prices that there exists a small gap of $0.75 between Y and Z while the oz difference is quite wide and this will only urge the customers to opt for Z instead of Y."

Tags:communication, attractiveness, functional, cost, consumer

Abstract
"The Gap" is among the most successful retailers in the North American market, with sales of over $13.8 billion in 2001 and close to 4,500 stores worldwide. This paper provides a historical picture of "The Gap's" marketing strategy over the years, analyzes the strengths, weaknesses and outcomes of the approach, and describes recommendations for improvement.

From the Paper
"The Gap has had a number of innovative successful advertising campaigns. The 1988 "Individuals of Style" image campaign was extremely successful (Sommers, et.al., 1998) in promoting its basic clothing and illustrating how individuals could personalize the merchandise. This campaign featured black-and-white photos in print and outdoor ads. This campaign was replicated in 2001, but did not receive the degree of popularity and media attention that the earlier version received. The 1997 "Khakis Swing" campaign provided another successful advertising endeavor through television ads that were complemented by print ads in a similar style. According to a USA Today poll (n.d.), approximately one-third of all respondents polled gave the campaign the highest possible rating for likability and effectiveness, ten percentage points higher than the average."

Tags:Banana, Republic, Old, Navy, Individuals, of, Style, brand, identity, online

Abstract
Carol Moog's article, "Media Mirrors" deals with the changing advertisements of Maidenfrom lingerie. The paper discusses Moog's point that women went from seeing Maidenform commercials as being interesting and empowering to seeing them as embarrassing. The author of the paper argues against Moog's opinion and challenges the idea that the type of underwear one wears determines whether one believes in oneself or not. The paper also examines the role of men in the advertisements.

From the Paper
"From personal experience and observation, I don't agree with the author of the article. I think that Moog portrays women as not really knowing what they want, and as the kind of people who are extensively swayed by advertising campaigns. Granted, it is the goal of advertisers to sway people to buy their product. However, Moog's article almost sounds as though she does not feel that most women are intelligent enough to make choices in their life based on things that are more important than what type of bra they are wearing. Since the article is written by a woman, it surprises me that the article would give off this kind of impression. However, that is the very definite feeling that I received from it."

Tags:campaign, Omar, Sharif, Corbin, Bernsen

Abstract
This paper examines the consumer experience with the help of an example the Sharp microwave oven. Although the product is appealing at first, it falls short of expectation during the consumption period. Hence, Sharp should prioritize on improving consumer experience in the consumption period, since this is the time dimension when most consumers are dissatisfied. This paper provides suggestions for improving the consumption experience.

Abstract
Background
Market Industry and Growth
Product Details
Competitor analysis
Customer Profile
The Product Experience
Pre-consumption
Consumption
Post-Consumption
Enhancing the Experience
Conclusion
Bibliography

From the Paper
"Sharp Corporation is one of Japan's oldest and leading manufacturers of electronic goods. Over, the years of the company's existence, it has expanded globally, adapting to the pressures of global change. The company's founder was Tokuji Hayakawa and was named the Hayakawa Electric Industries in 1912 (Timbrell & Tweedie 1998). Its first product was a successful mechanical pencil called 'Ever-Sharp". After World War 2, Hayakawa increased its product line length, breadth and depth by introducing new products and models such as television, calculators and LCD technology. In 1970, the new chairman of the company, Akira Saeki, oversaw an important reorganization of the company intended to establish a new corporate identity and unify product development efforts (Mirabile 1990). Therefore, Hayakawa Electric Industries adopted the name Sharp Corporation. The company broadens its product line in the 1970s and continued expanding its operations worldwide."

Tags:consumption, experience, microvawe, sharp

Abstract
This paper analyzes The Gap Inc.'s marketing strategy and how successful it has been for the company. The strategy's attempt to make middle-class clothes available to the lower classes at Old Navy; solid middle to upper-middle class-type clothes at struggling middle-class prices at The Gap, and yuppie/upper-middle-class-level clothing at solid middle-class prices at its "high-end" store, Banana Republic, is discussed, as well as how this strategy has effected The Gap Inc.'s sales, profitability, cost-saving measures, and advertising campaign.

From the Paper
"Because retail space is one of the largest components of a company such as Old Navy's cost, market segmentation makes plain sense: Old Navy stores tend to be large and in strip malls whereas Gap stores predominate in malls. In this manner, Gap, Inc. is able to rent or purchase retail space more effectively as incomes are highly correlated with geographic factors and pedestrian traffic in places such as shopping malls. Demographic factors also play into the location of Gap Kids and Baby Gap outlets; these are more often than not found in malls where middle class families may stroll and browse shops in a comfortable attitude of relative safety."

Tags:class, differences, fabric, material, wear, self-identification, class-, consciousness, clothing

Abstract
This paper states that P&G's rise to the top was predicated on innovation, in product development, market research and in advertising. The author believes that not only is P&G's in touch with the pulse of the world's culture but also they have been active contributors to that culture's formulation. The author relates that the name Procter and Gamble is known to consumers around the globe because the company has consistently maintained one of the largest advertising budget of any consumer company in the world.

Table of Contents
Introduction
History
Segmentation
Brand Loyalty
A Deal with the Devil
Price Wars
Future

From the Paper
"P&G was founded in 1837 when a Cincinnati father suggested that the two men married to his daughters, one a candle maker, the other a soap maker, should form a company together. The brother-in-laws, William Proctor and James Gamble, both Irish immigrants had settled in Cincinnati and met through the sisters they married. Each invested about $3500 a piece to form the start-up of a company that specialized in making soap and candles. In 1850, their trademark moon and stars logo began to appear on all their products. That trademark would become a source of P&G's greatest marketing setback, when it was falsely linked to Satanism a hundred years later."

Tags:soap, segmentation, brand, trademark, product