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Media Plan For Steve and Barry's, 2009.
A case study analysis of the marketing strategy of the apparel store, Steve and Barry's.
1,236 words (approx. 4.9 pages), 7 sources, APA, AU$ 55.95
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Abstract
This paper presents a case study of the apparel store, Steve and Barry's. It provides a background and history of their business model and describes their goals and objectives. The paper then specifically discusses the marketing strategy that Steve and Barry's launched in 2006 and discusses how it was unique in the apparel industry.
Table of Contents:
Background and History of the Steve and Barry's Business Model
Goals and Specific Objectives
Audience
Message and Response Measurement
From the Paper
"While the low-cost viral marketing type of approach to advertising has already proven itself successful with respect to young people, it may be that more traditional modes of advertising may be required to reach parents and older adults, provided the studies and focus groups suggest that the additional cost of separating the campaign that way is worthwhile. The success of campaign will be measured by revenue increases during the quarter immediately following any such changes in marketing efforts. Additionally, the success of the campaign will be measured by increased brand recognition as determined by electronic media such as Google trends and response rates to promotional initiatives designed to quantify apparent changes in brand awareness, Internet presence in social messaging sites and blogs."
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Advertising Ethics, 2009.
A discussion on the ethical issues involved in deceptive marketing practices.
1,061 words (approx. 4.2 pages), 6 sources, APA, AU$ 48.95
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Abstract
The paper outlines the background and history of advertising regulations and discusses deceptive advertising and marketing practices today. The paper attempts to illustrate how contemporary laws and ethical standards still focus too narrowly on the literal truth instead of the truthfulness of the message under the totality of its circumstances. The paper provides examples of the intentional transmission of an untruthful perception through the creative use of words that are truthful only in the most literal sense and contends that this is hardly less deceptive than lying outright to generate sales.
Outline:
Background and History of the Issue
Deceptive Advertising and Marketing Practices
Conclusion - Toward Greater Honesty in Advertising
From the Paper
"Regulation of products evolved slowly and standards defining deception in advertising permitted numerous advertising campaigns and messages that are shocking in light of contemporary ethical standards and legal obligations. Subliminal messaging (which was never actually proven to work as intended) was prohibited relatively early on, but many other forms of creative advertising copy took tremendous liberties with the spirit of honesty by carefully complying with the literal truth (Howard 2005). For example, the famous Trident sugarless chewing gum commercial of the 1960s reassured TV viewers that "Four out of five dentists recommend Trident for their patients who chew gum.""
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Food Advertising, 2009.
A brief discussion on the ethical, legal, and social issues in food advertising.
718 words (approx. 2.9 pages), 3 sources, APA, AU$ 33.95
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Abstract
The paper outlines the ethical, legal and social issues in food advertising and then discusses the marketing challenges of the healthy fast-food industry. The paper suggests how to incorporate these challenges into a marketing plan and opines that with medical science, ethical values and social concerns on our side, creating a positive marketing campaign to compete with traditional fast food should not be exceptionally difficult to implement.
Outline:
Ethical Issues in Food Advertising
Legal Issues in Food Advertising
Social Issues in Food Advertising
Challenges to the Healthy Fast Food Industry
Incorporating Challenges into a Marketing Plan
From the Paper
"Advertising in the United States has come a long way since the era of Hollywood movie stars doing television commercials for Lucky Strikes cigarettes. Nowadays, the ethical component of advertising requires that statements about products be truthful and limits the advertising options available to certain types of products altogether. Alcohol consumption, for example, may no longer be depicted in television advertisements because of its potential to influence young people to emulate what they see on the screen. It is still permissible to advertise fast food products without restrictions of this type, but it is conceivable that in time ethical concerns over the nationwide epidemic of obesity (Gibbs 2007), especially among children, will limit the types of advertisement currently available to the industry."
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Rockwell's Cafe and Bakery E-Marketing Assessment, 2009.
A case study and marketing analysis of Rockwell's Cafe and Bakery.
1,916 words (approx. 7.7 pages), 7 sources, MLA, AU$ 79.95
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Abstract
This paper discusses the value of e-marketing for small and medium businesses (SMB). The paper then presents a case study of the e-marketing startegy of Rockwell's Cafe and Bakery in Villa Park, California. It provides a SWOT (strengths, weaknesses, opportunities, threats) analysis for the company and provides recommendations for their marketing strategy.
Table of Contents:
Introduction
Assessing Rockwell's E-Marketing Strategy
Marketing Analysis of Rockwell's Cafe and Bakery
Recommendations for Rockwell's Cafe and Bakery
Conclusions
Appendix
From the Paper
"Rockwell's Cafe and Bakery is much like the majority of SMBs in the U.S. and globally. With a small but loyal customer base and the Disneyland Resort being a major customer for their specialty cakes, Rockwell's has been comfortably myopic in their marketing efforts. Yet the customer base is aging rapidly and this small business must embrace aspects of e-marketing that immediately make them a viable choice for younger, affluent families in the city of Villa Park and Orange if they are to remain viable. Only by relying on an increasingly higher level of effort to also bring innovation to their services in the cafe (like offering free WiFi) and the developing of new menu items can Rockwell's hope to win over new customers. Ultimately Rockwell's need to realize that revitalizing their entire business to be more innovative and relying on e-marketing to assist in promoting their more innovative image is critical for their long-term viability."
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Subway Sandwiches, 2009.
Looks at sales promotion, public relations and a publicity plan for Subway Sandwiches.
2,340 words (approx. 9.4 pages), 3 sources, APA, AU$ 92.95
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Abstract
This paper suggests that Subway's sales promotions feature its fresh ingredients, additional menu items, guaranteed preparation time and on-the-go menu. The author suggests a public relations campaign aimed at the college-aged customer who wants fast, inexpensive, healthier food in a place where friends can eat together. The paper stresses the importance of underscoring the unique food characteristics of Subway that cannot be applied to other fast food restaurants.
Table of Contents:
Sales Promotion
The Subway Dollar Menu
Menu Additions
Time Guarantee
On the Go Menu Changes
PR and Publicity
Use a College Student Jared
Those Who Choose Fast Food Because of Time
Those Who Choose To Eat Fast Food Because of Cost
Those who choose to eat with their friends or in social situations
Creativity
From the Paper
"Customers want fast food to be just that, fast. Potential Subway customers will choose McDonalds, Burger King, or Wendy's because the restaurants make known the fact that they seek to deliver the customer's order in the least amount of time possible. Some of these customers may be daunted from choosing Subway because they expect a longer weight time for a custom sandwich. Because they must instruct workers how to make their sandwiches almost from scratch, potential customers may also be concerned that Subway employees may make errors when constructing their orders."
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Media Choice, 2009.
Examines threes advertisement in which the media choice has been misplaced.
1,140 words (approx. 4.6 pages), 3 sources, MLA, AU$ 51.95
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Abstract
This paper explains that, occasionally, marketing planners seem to advertise in obscure markets where the media venues seem to have nothing to do with what the company is selling. The author reviews three examples of misplaced advertising: a gaming magazine advertisement, a MTV television commercial and an Internet Facebook advertisement. In each case, the paper evaluates if the target market for the product advertisement fits with the target market of the media.
From the Paper
"The target market of this advertisement is most likely adults who are either unsatisfied with their jobs, have recently lost their jobs, or who have never been employed. The MTV audience, however, is traditionally made up of young people who are not yet ready to consider a professional career. Though an advertisement for a four year college seeking high school students or students who had recently graduated might be appropriate for this audience, a commercial targeting adults who want to move on with their careers is not."
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Mobility Today's Contest, 2009.
A critique of the nature and execution of the Mobility Today 2007 Slingbox giveaway contest.
748 words (approx. 3.0 pages), 2 sources, APA, AU$ 34.95
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Abstract
The paper asserts that the prize offered by the online site, Mobility Today, focuses on a more minor facet of the product base of Mobility Today and the way in which the winner was 'honored' was not an effective way of generating traffic and revenue for the site. The paper explains that contests are really a form of promotional communication between buyers and advertisers and are not merely a way of giving a nice, extra bonus to consumers. The paper then discusses why McDonald's Monopoly games contest was an effective contest.
From the Paper
"The online site Mobility Today sells mobile technology, and other forms of high-tech gear that is highly desirable to teens and twentysomethings who want the next new thing in computer printers, keyboards, GPS navigation devices and other high-tech accessories and gadgets. The online site must function in a highly online competitive environment where consumers have ample opportunities to shop for products from other vendors and to compare prices of the same product. To generate user interest and traffic Mobility Today recently hosted a 'Slingbox' Giveaway contest offering a Slingbox to the winner. A Slingbox is a device that enables a user to watch his or her home, cable television channels from his or her computer anywhere in the world."
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FedEx Advertising, 2009.
An evaluation of the effects of advertising and promotional efforts on the FedEx brand's world-class status.
745 words (approx. 3.0 pages), 7 sources, APA, AU$ 34.95
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Abstract
The paper provides an overview of the FedEx corporation and their advertising and promotional activities. The paper includes tables that provide a financial analysis of FedEx's performance and an overview of market share data. The paper concludes that due to the company's quick and accurate overnight deliveries and their ability to synchronize integrated marketing campaigns, the momentum in the global logistics marketplace is on their side today.
Outline:
Introduction
Overview of FedEx Corporation
Advertising and Promotional Activities of FedEx Corporation
Advertising's Effect of Company Performance
From the Paper
"One of the strategic strengths of FedEx Kinko's is their well-known and highly respected brand, which is continually accentuated and reinforced through the creative use of advertising campaigns. FedEx Corporation has been consistently recognized by Fortune Magazine that their brand is one of the top ten in the world every year (Elmer-DeWitt, Birger, Colvin, Quittner, Taylor, Boyle, Hira, Murphy, Simons, McLean, Schlosser, Gimbel, Gumbel, Kapner, Schknder, Fortt., 2008). By relying on a highly integrated series of marketing campaigns that further support their unique value proposition (Anderson, Narus, Rossum, 2006) of being synonymous with speed and trusted delivery of important documents, packages, even cars or containers, the FedEx brand has entered the mainstream lexicon of many countries as part of their everyday language (Christensen, Cook, Hall, 2005) and (Dick, 2004)."
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Cable Advertising, 2009.
A look at advertising on cable television with a focus on BBC America.
861 words (approx. 3.4 pages), 1 source, APA, AU$ 39.95
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Abstract
This paper introduces, discusses, and analyzea the topic of advertising on cable television. Specifically it analyzes several programs on BBC America during aired the afternoon lineup. The paper looks at how BBC America markets to an "upscale decision-makers, travelers, and early adopters," and their advertising reflects this. The paper specifically examines BBC America's target audience and the advertising categories under which the target audience's interests fall.
From the Paper
"As with most networks, many of BBC America's advertisements, especially in the afternoon daypart, are ads featuring their own programming. They often run promos for their news shows, and run crawlers with some of the latest headlines to be featured on the next news show. They are also promoting shows like Robin Hood and MI-5 quite heavily right now, along with some of their old standbys, like Ramsey's Kitchen Nightmares. During the afternoon, it seems more of these internal advertisements show up, which makes sense, since many advertisers would rather have their ads run during the prime time viewing times, gathering more of an audience for their products. They also run small advertisements along the bottom of the first few minutes of a show after a commercial break, adding additional messages for their own programming to capture viewers."
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Expansion Marketing, 2009.
A marketing program for the expansion of a restaurant business.
817 words (approx. 3.3 pages), 3 sources, APA, AU$ 38.95
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Abstract
The paper considers the three elements of public relations, pre-promotion, and advertising involved in the expansion of a restaurant business. The paper notes the costs involved but relates that by targeting key influencers, sufficient business should be generated to ensure a successful launch.
From the Paper
"Expanding a restaurant business requires a multifaceted marketing program. Three elements should be considered - public relations, pre-promotion and advertising. The objectives will be to generate interest in the new location(s). The idea of expanding the existing business rather than starting a new venture is to capitalize on the existing business' strengths. Internal strengths can be capitalized upon regardless of the name of the venture, so the key strength being capitalized upon by expansion is the brand identity. It is therefore crucial that this is woven throughout the expansion strategy."
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Harley-Davidson Marketing Plan, 2009.
A marketing plan for a media campaign to attract women to Harley-Davidson motorcycles.
5,683 words (approx. 22.7 pages), 5 sources, APA, AU$ 178.95
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Abstract
The paper outlines the background and history of the Harley-Davidson company and their current intention to increase the participation of women in the female section of HOGs and to increase sales of the Sportster models to women. The paper addresses the advertising and promotion of the motorcycle by exploring the target audience, marketing considerations, the message, budget, markets as well as including a SWOT analysis.
Outline:
Introduction
Background
Current Situation
Target Audience
Marketing Considerations
Message
Budget
SWOT Analysis
Markets
From the Paper
"The Harley-Davidson made motorcycle has the leading position in the market and sustains its reputation as the motorcycle of choice for motorcycle riders. That reputation has been linked largely with male riders, and indeed males are the largest group interested in purchasing motorcycles by far. The company now seeks to expand its customer base by attracted more females to motorcycle riding and wants to do this by finding ways to appeal to potential female riders. The reputation of the motorcycle to date has been tied to macho attitudes coupled with ideas about personal freedom and the traditional lure of the open road. Many men are drawn to these attitudes and images and see motorcycle riding as a way of fulfilling the need. The question now raised is what would attract women to this activity and what sort of media campaign can be mounted to attract more women to motorcycles."
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Is Don Imus a racist?, 2009.
A discussion of an incident that took place when Don Imus made an inappropriate comment about a female basketball team.
1,337 words (approx. 5.3 pages), 5 sources, APA, AU$ 57.95
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Abstract
This paper looks at and discusses an inappropriate verbal attack made by Don Imus about the Rutgers basketball players and analyzes how people in positions of power reacted.
Outline:
Introduction
Critique of Imus Incident
What did the Rutgers Players do about the Situation?
What is the Upshot?
From the Paper
"What is the meaning of "nappy-headed"? The Merriam-Webster online dictionary defines the adjective "nappy" as "kinky." The inference is highly suggestive in this case; there is no secret that the hair of many African Americans is "kinky" (naturally very curly with tight curls). As to "ho" - there is no doubt this is slang for prostitute, or hooker. Had any of the Rutgers players been involved in prostitution or any illegal activities, in order to give Imus the idea or the justification to refer to the entire team as hookers? The answer is no, and even if there had been a scandal involving at team member, would it be appropriate for a television commentator to call any member of the team a prostitute? Certainly not. There is also the specter of libel associated with such an unfounded remark, especially when the word "alleged" is not used in conjunction the assertion that someone is a hooker. The blatant defamation of one's character by a nationally known television personality on live programming is very serious indeed."
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Gender and Conformity, 2009.
An examination of how the level of compliance varies within gender roles and how this leads towards stereotyping for both genders.
2,073 words (approx. 8.3 pages), 8 sources, MLA, AU$ 85.95
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Abstract
This paper discusses the relationship between gender and conformity. It explores those norms that individuals are being directed to acquiesce to and looks at how the level of compliance varies within gender roles. It also investigates how this conformity to roles leads to an subsequently interrelated tendency towards stereotyping for both genders in the workplace as well as in society at large.
From the Paper
"Here we observe the creation of a self-fulfilling social and marketplace prophecy for men and women. They appear to be based partly on societal constraints that individuals conform to regarding their gender and partly on some biological and evolutionary inheritance that is innate within the different sexes. While some studies have fond that women conform more easily than men, other studies have found that this can very within the situational context. In a sense we can see as regards conformity and gender that what men and women really do is vary in the type of interdependence they require from each given situation. Men often seem more concerned about their relationship with the larger group while women often seem to worry more about close friends and familial relationships. This can certainly set the course for conformity as related to gender and create some broad strokes of findings as far as the research states, but looking at things on an individual basis certainly there is a wide variance of conformity and non-conformity on a individual case by case level."
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The Advertising of McDonaldization, 2009.
A discussion on how fast food companies like McDonalds use advertising to appeal to us as consumers.
1,300 words (approx. 5.2 pages), 8 sources, APA, AU$ 56.95
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Abstract
The paper explores how savvy advertisers appeal to consumers to keep on buying fast food despite its well known health risks. The paper explains that most people do not notice that they are being aggressively marketed and this is because the advertising appeals to those cultural, social, emotional and psychological aspects of our personality that represent our dreams, hopes, desires and our need to feel successful and well fed.
Outline:
Introduction
Understanding the Advertising
From the Paper
"Everywhere we look, there is advertising, beckoning the public to a new or existing product with the "whatever" appeals to your senses approach. Advertising dollars are aimed at our well researched consumer senses and needs. Advertising campaigns defines how we see ourselves in society. There is, however, "truth" in advertising, because large amounts of money are spent advertisers to understand our spending habits, needs, and desires as consumers. As obesity spreads throughout first world countries, the question that has been asked time and again is whether or not fast food is creating obesity in the world? Except for third world countries where advertising dollars are not spent, obesity is an increasing problem, and one that has been identified as increasing with the increase around the world of fast food companies like McDonalds and Burger King (Toland Frith, Katherine, 1997, p. 38). In fact, some health officials contend that the world is experiencing an obesity crisis (Pool, Robert, 2001, p. 3)."
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Advertisement Analysis - Wendy's, 2009.
An analysis of Wendy's television commercial for its new hamburger, the "Spicy Baconator."
1,105 words (approx. 4.4 pages), 5 sources, MLA, AU$ 50.95
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Abstract
This paper offers an analysis of Wendy's advertisement for its latest hamburger offering, the "Spicy Baconator". The paper summarizes and describes the television commercial and discusses Wendy's corporate slogan: "It is way better than fast food". The author analyzes Wendy's choice of promoting the Baconator in view of the recent criticism that the fast food industry has come under fire recently for unhealthy food and lifestyles and discusses the terms of the associations created by the people, objects and context of the advertisement.
From the Paper
"This may seem odd, given the monstrosity of the burger would seem to be part of its appeal. When asked if the advertisement would motivate them to purchase the Baconater, or the "Spicy Baconator," most friends and family members said that it did look like a 'heart attack on a bun.' However, some male friends did note that although they would not make it a regular order, they might consider ordering it 'once' just to see what it tasted like, for experience's sake. And perhaps that is the real appeal of such monster-burgers--people, even die-hard fast food consumers do not order them regularly, but the challenge of eating one occasionally lures many people in, which establishes the habit of going to fast food chains in general, for all sizes of burgers."
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Advertising Campaign Outline, 2009.
The paper outlines a suggested advertising campaign for a children's toaster pastry - Kellogg's Pop Tarts.
1,210 words (approx. 4.8 pages), 3 sources, APA, AU$ 53.95
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Abstract
Kellogg's Pop Tarts are a toasted form of breakfast pastry. Pop Tarts come in a variety of flavors, from fruit flavors to chocolate and S'mores varieties. In the wake of increased competition from a number of other toaster pastry products as well as children's cereal products, which are increasingly being packaged in 'on the go' types of formats, the author of the paper suggests and outlines an advertising campaign designed to boost consumer awareness of the product and increase sales.
Outline:
Name of Product
Name of Product and Brand
Brief description of the product/ brand
Brief description of competition
Description of the target market in some detail
Demographics
Psychographics
Behavior of Product buyer/ user
Media Selected
Justification for the media selection
Media Costs
CPM
Justification of copy or lack of copy
Headlines
Body Copy
Symbols/ Metaphors/ Figures of Speech
Justification of layout/ design
Overall layout
Unity/ Balance/ Informal Balance
Color/ Shape/ Symbols
Works Cited
From the Paper
"The market for any children's product is always somewhat difficult to define, for it encompasses both the child and the child's parents. Although children technically do not hold the purse strings in a household, the amount of money advertisers spend marketing to children is estimated at $15 billion dollars per year ("Facts about marketing to children," 2008, New American Dream). Foods such as Pop Tarts, which are high in sugar but taste good usually rely upon the crucial 'nag factor' whereby the child nags the parent to make the purchase. Parents who feel guilty because they are unable to make elaborate breakfasts for their children may also feel motivated to buy Pop Tarts for reasons in addition to their susceptibility to the 'nag factor.' Some nostalgic and time-pressed adults may turn to Pop Tarts as quick, convenient comfort breakfast or snacking food."
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