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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, AU$ 364.95
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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, AU$ 49.95
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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, AU$ 154.95
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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, AU$ 62.95
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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, AU$ 40.95
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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, AU$ 68.95
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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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Manipulation Tactics, 2006.
This paper examines various strategies and methods of persuasion and influence, whether for financial gain or other purposes.
1,053 words (approx. 4.2 pages), 3 sources, MLA, AU$ 53.95
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Abstract
This paper discusses the cause and effects of cult influences, while also detailing the four main methods of defense against these particular manipulation tactics. The writer of this paper stresses the importance of protecting ourselves against these specific influences, by understanding the warning signs associated with cults. This paper explores the bias of self-serving cults, which are well known and should be recognized easily. This paper focuses on another manipulation and influential tactic, which is used by the media in advertising. The writer of this paper also discusses the ethical and moral aspects surrounding these coercion tactics.
From the Paper
"Another method of influence that comes on us is through frames and they are used for both good of the people or evil. The frames are manipulative to put individuals in a situation where they would find it very difficult to get out of. The frames are formed in a manner where they can not be determined easily as ordinary persons are too busy to realize that they are facing an issue which has been framed. The method of avoiding this is to remember that one has to make all decisions for oneself with full responsibility. One of the areas when this is used in convincing people to purchase some not needed items. To avoid this people have to ask themselves whether they need the item, or whether they have greater needs for their money. One has also to find out if the seller would be making a benefit from the purchase, and this is to be found out. When this matter is being hidden one can be certain that one is being framed. The method of defending oneself is to suggest alternate strategies to the individual and see the reaction."
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Colored Woman and the Media, 2006.
A look at the stereotyping of women of color in contemporary television advertisements.
1,877 words (approx. 7.5 pages), 22 sources, MLA, AU$ 88.95
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Abstract
This paper presents an examination of the way television commercials portray women of color. The writer explores past and present issues that media entertainment has had with minority women and details the current trends and attitudes in television advertising.
From the Paper
"Since the 1960's the civil rights movements have worked to equalize the playing field for everyone in America. Whole the constitution of the nation claims all men are created equal the fact has remained that minorities have suffered racism and indignities in many life areas. One of the areas that minorities have been portrayed differently than non minorities has been the area of entertainment. Television has been a recreational tool for Americans for about six decades and during that time minorities have been portrayed in ways that reflected society's mind set. Today, current portrayals of minorities, specifically women of color make an interesting study in societal views."
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Pharmaceutical Public Relations, 2005.
This paper examines the public relations practices of three pharmaceutical companies: Merck and its product VIOXX, Pfizer and its product Celebrex and Johnson & Johnson and its Direct-to-the-Consumer (DTC) marketing campaign.
3,000 words (approx. 12.0 pages), 9 sources, APA, AU$ 129.95
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Abstract
This paper explains that companies often encounter ethical issues and product problems, which open them to criticism and challenge; therefore, the way they handle the issue can help or hinder their public relations process and the image the public has of the company. The author points out that, in general, companies, which take responsibility quickly and work to get out all the facts, fare better than those that stonewall, which for many executives seems to be their first action as in the case of both Merck and its product VIOXX, Pfizer and its product Celebrex. The paper praises Johnson & Johnson's Direct-to-the-Consumer (DTC) marketing campaign because it shows concern for what concerns its customers and offering the consumer information to be used in making decisions; however, the same danger applies if a problem erupts, but the strategy fits well with current public attitudes and with business methods that burnish a company's image.
From the Paper
"Critics of Pfizer note not only that the company may have had information on the dangers long before the issue was revealed and did nothing but that the company advertised in a way that minimized any risks and so lulled the public into accepting the safety of the product:
Several of the medical experts convened last month by the Food and Drug Administration to review Vioxx, Pfizer Inc.'s Celebrex and related painkillers lashed out against advertising that minimized the risks of the medicines and led many patients to use them unnecessarily."
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E-Commerce and Marketing, 2006.
This paper analyzes the various methods of electronic commerce and online marketing carried out over the internet.
1,947 words (approx. 7.8 pages), 5 sources, MLA, AU$ 91.95
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Abstract
The writer of this paper examines the effectiveness of e-commerce as well as online marketing. This paper cites the distinctions between selling business-to-business and business-to-consumer, as well as the measures involved in securing transactions made over the internet. This paper details the B2B method, business-to-business, which contains applications that facilitate or enhance relationships among enterprises and among two or more companies. B2B websites supply products or merchandise from one business to another. The B2C method, business-to-consumer, is a comparatively newer domain and generally associated with electronic selling over the internet. The B2C class includes electronic purchases, online information and interactive games purchased via the internet. This paper also touches on other types of e-commerce methods including pop-up advertising and email-marketing. This paper delves into security matters relating to e-commerce and online marketing, in which both consumer and businesses are vulnerable to a broad range of security issues. This paper focuses on EDI, electronic data interchange norms, which is a collection of formats employed to define electronic documents while also dealing with authentication and encryption issues, in order to provide the utmost privacy and security.
From the Paper
"In case of a B2B, there are increased chances that smaller sellers have an opportunity for their products to be catalogued alongside bigger, more reputed sellers. Likewise it might be possible for a company to retail products which would have been otherwise wasted in the absence of sales-like a unutilized truck capacity in case of a shipping company. A third means business dealings might be more useful by way of taking part in a B2B is through integrating backward procurement software into the present supply chain, thus lowering interval time between getting the orders and carrying it out at the same time making sure that necessary inputs are present at the time of necessity. B2Bs can give scope for the outsourcing of non-core assignments like direct sales process, or coalition endeavors inclusive of mutual product designs."
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A Promotional Campaign, 2006.
This paper details the steps and strategies involved in creating a successful promotional campaign.
1,234 words (approx. 4.9 pages), 4 sources, APA, AU$ 62.95
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Abstract
This paper examines the promotional campaign of Watershed Awareness, whose goal is to bring water quality issues to the public's forefront. The writer of this paper defines a promotional campaign as the combination of various advertising, public relations, sales promotion and personal selling activities used by the marketer over a period of time to achieve predetermined goals. This paper explains why a promotional campaign is much more than just the advertisement seen on TV. The larger the campaign is, the more budget it needs and more people are employed to derive the outcomes for which the campaign was initially set up for. This paper details the various steps involved in creating a successful promotional campaign. In the case of Watershed Awareness, the first step is the necessity to clarify the specific purpose for the campaign. The next phase is effective communication which results in serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity.
The third step in carrying out a promotional campaign is developing its theme, perhaps creating a noticeable insignia or logo. This paper also focuses on the importance of the internet in creating a successful campaign.
From the Paper
"The proposition is only the beginning, then the effective communication must be used serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity, communicating the intended message and bonding the message to the brand name. Unfortunately, practice shows that the price of the advertisement does not guarantee its' quality. In order to do this, a promotion plan should include a well-articulated distribution plan which will drastically increase the exposure of promotion item. The mass media source choice to transfer the idea to the target group should be based on the preferences of the target group."
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Crisis Communication in Public Relations, 2005.
This paper discusses the crisis communication strategies used by Merck, Pfizer and Johnson & Johnson in problems marketing their specific controversial products.
2,400 words (approx. 9.6 pages), 4 sources, APA, AU$ 107.95
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Abstract
This paper explains that Merck's culpability lies in the fact that fully six years before the drug VIOXX was withdrawn from the market, they continued to attempt to dodge and deny rather than holding detailed studies on the cardiovascular risks of the drugs, which has made Merck so vulnerable to court action today. The author points out that when Pfizer Pharmaceuticals found itself in similar trouble with Celebrex, it should have re-submitted Celebrex for safety trial specific to cardiovascular events to the FDA; instead Pfizer, like Merck, bet that marketing the risk versus benefit profile of the drug would be sufficient. The paper relates that Johnson and Johnson plans to make direct to consumer (DTC) advertisements for drugs, such as Levitra and Viagra, more informative; however, the paper stresses that the best decision about whether or not a drug is right for a patient should be left to the physician and his or her patient, not a 30 second television advertisement.
Table of Contents
Merck and VIOXX
Pfizer and Celebrex
Johnson & Johnson and DTC (Direct to Consumer) Marketing
From the Paper
"In this case, it is difficult to asses whether Pfizer was being coy surrounding the potential risks of Celebrex or was simply under the impression that the drugs, while sharing the same class and mechanism of action, did not hold the same cardiovascular risks. This assumption could be held up when one thinks of the release of the non-sedating antihistamine Seldane in the 1990s. This drug, originally containing a black box warning (the highest warning made by the FDA) against concurrent use with certain antifungal and antibiotic drugs, was later removed from the market due to a propensity to cause a fatal heart rhythm. A popular drug, it was soon reformulated and is now widely available even as an over-the-counter preparation without these side effects. It could be possible that Pfizer truly felt the initial studies were flawed, but the manner in which they chose to disseminate the data from the first study would seem somewhat underhanded in nature."
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Video Advertising, 2005.
This paper explains that video advertising, which can be both entertaining and irritating, is the medium society loves to hate because, unlike print advertising, it is more difficult to tune out.
1,620 words (approx. 6.5 pages), 5 sources, APA, AU$ 76.95
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Abstract
This paper explains that, although people can make a case that advertising goes too far, by using sexual innuendo that is too graphic or targeting children who have not yet developed the ability to evaluate claims of the advertisement, the United States Constitution provides everyone in this country, including advertisers, a number of protections from regulatory abuse such as freedom of speech. The author points out that one of the most common criticisms is that advertising tries to sell us things we neither need nor want; however, in a capitalistic society, companies are allowed to encourage consumers to buy their products. This paper concludes that the video advertising is an important part of the U.S. economic system; the problems of this advertising can be managed.
From the Paper
"Perhaps one of the weakest criticisms of advertising is that it is intrusive. Probably every person could cite a commercial he or she found annoying and intrusive, and that is the test for the limits of free speech: one person's free speech cannot violate another person's right to not be harmed by that free speech. An example of this would be hate crimes. If someone's inflammatory speeches cause someone else to commit a hate crime, then the person's speech has gone too far, because it has led to harm. The issue isn't nearly as clear in advertising."
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Marketing Communications Program, 2006.
Discusses a marketing program for the Eurobike, the world's first alcohol-powered motor scooter.
1,164 words (approx. 4.7 pages), 2 sources, APA, AU$ 59.95
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Abstract
This paper describes the marketing communications program for the Eurobike in the Republic of Ireland. The paper explains why the product will appeal to not only the population of Ireland but will also suit the country's economy. All major components of the marketing program are described in the paper as well as what approaches won't work well with the Irish public.
From the Paper
"XYX Inc. has produced the world's first alcohol-powered motor scooter and has decided to test market it in the Republic of Ireland. This scooter seems a natural for the small nation which, while never truly warm, also never has snow and ice. In addition, distances are short, and there is no need for excessive speed to get between one place and another."
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Sex in Advertising, 2006.
Examines how the exploitation of the female sex in advertisements impacts society.
1,607 words (approx. 6.4 pages), 9 sources, AU$ 76.95
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Abstract
The role of sex appeal in advertising is undeniable. Most advertisements nearly cross the line of exploiting the models to advertise a product completely unrelated to the ad. The paper shows that it seems more and more advertisers are following the route of selling sex and hoping that the product somehow weaves its way into the mind of the viewer. The paper concludes that while society has a long way to go before the psychological and sociological impacts of women's portrayal in advertising is cleaned, it is good to see that initial attempts by companies like Nike are already underway. Sex may sell, and this fact may be irrefutable, but with broad-reaching affects reaching critical mass, a shift in the presentation of sex will hopefully change in coming advertisements. The paper shows that women's empowerment will do much to shift the sociological power and will undoubtedly frame a new social standing for female role-models.
From the Paper
"But sometimes the advertiser does not go so far as to destroy the societal role of women to further advance their product. A print ad by sketchers featuring singer Carrie Underwood shows her in what appears to be a shoe store as she gasps while five attractive 'shoe salesmen' crowd around her, clutching Sketchers brand shoes. There's a clear sociological shift of power depicted in this ad, but it does still play into stereotypes that society possesses. Rather than being a passive object of pleasure, the woman becomes actively pursued by the men in the ad. The power, then, falls to the woman who may then choose which of her pursuers - and, of course, which shoe - she will take. "
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The Media's Influence on Body Image, 2006.
This paper examines the negative impact of the media on both women and young girls, as well as the correlation between the media's definition of beauty and eating disorders.
1,226 words (approx. 4.9 pages), 13 sources, MLA, AU$ 60.95
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Abstract
This paper explores the power of the media in creating cultural definitions of beauty and attractiveness and its impact on women and young girls. The writer of this paper contends that the media depicts an unattainable image of beauty which negatively affects women who are already conditioned to feel insecure with their bodies. This paper examines the correlation between the media's perception of beauty and eating disorders. While media messages screaming "thin is in" may not directly cause eating disorders, they do create the context within which young women learn to place a value on the size and shape of their body. The media has been and continues to be a dominant source of self-image as it relates to gender socialization. This paper also contains relevant studies and statistics regarding this particular topic.
From the Paper
"These images are not only insulting but also frightening. Women are already conditioned to feel insecure about their bodies and media images such as this only serve to perpetuate negative stereotypes. As Willis states, the experiences of an individual are a function of processes and institutions that extend far beyond, and exist independently of, individuals. Thus simply telling women "not to worry" about what other people think and to feel good about themselves no matter how greatly the media thwarts this task, is not sufficient. The changes in body image need to be made within the media, not within the women themselves."
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