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Marketing Mix, 2005.
A look at the tools that form what is known to marketers as the marketing mix.
1,103 words (approx. 4.4 pages), 4 sources, MLA, AU$ 60.95
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Abstract
This paper describes the "4Ps" of the marketing mix. The paper explains how these 4P marketing-mix tools, which include product, price, place, and promotion, each play a role in achieving desired marketing objectives.
From the Paper
"The most basic marketing-mix tool is the product. This is the company's tangible offering to the market that includes the product quality, design, features, branding and packaging. Product can either be goods or a service that is available for sale either to an end customer or a commercial customer. A customer purchases a product and a consumer puts it to use. At times, a customer is also the consumer. For example a father might buy chocolates for his kids in which case the father is the customer and the kid is the end consumer. It is the task of the marketing manager to find out who his target market is what their product demand is, and offer it to them for sale at every stage in the sequence."
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Warhol and Koons, 2004.
An analysis of how the work of Andy Warhol and Jeff Koons refers to consumerism and a consumer society.
3,246 words (approx. 13.0 pages), 7 sources, MLA, AU$ 146.95
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Abstract
This paper discusses the works of artists Andy Warhol and Jeff Koons. The paper contends that art critics continue to debate Warhol's legacy, life, works, and the value of the artists whom he spawned, such as Jeff Koons. The paper claims that, viewed in their totality, both artists' lives and creations give profound evidence of the ability to subvert the totalizing media gaze of advertising and sentimentality with self-conscious reproduction of images, media, and subjects.
From the Paper
"Andy Warhol has grown so ubiquitous as a presence in modern art that it is easy to forget that once a can of tomato soup was merely a can of tomato soup in the eyes of a world that consumed such advertising with a spirit absent of irony. However, before Andy Warhol came to his fullest flourishing as an artist in the Pop Art milieu, if one saw a can of tomato soup on a commercial aisle, one would likely, simply see a product label, not recall Warhol's famous, repetitive image of the soup in one's mind. By elevating a depicted can to the level of art, by presenting a brand label, perfectly repeated as art, a consumer savvy to Warhol was able to witness a message beyond that of product identification, or to buy a particular kind of Campbell's soup-repetition becomes commentary on the very media of advertising itself, that was attempting to induce a consumer to become more attracted to one brand of soup than another brand of similarly tasting soup, regardless of quality or flavor."
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The Beauty Pageant Culture, 2004.
An analysis of issues of gender and power in the beauty pageant culture of America.
2,027 words (approx. 8.1 pages), 9 sources, MLA, AU$ 101.95
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Abstract
This paper discusses how beauty pageants define gender, hierarchy, and power. The paper contends that, despite growing resentments to a male-imposed version of femininity, women in America are influenced by a wide range of powerful cultural messages that serve to define unrealistic expectations of what women should look like and how they should act. The paper explores the Miss America, Miss Universe, and Miss World pageants.
From the Paper
"Data for the winners of the Miss America competition from 1921 to 1986 (when the pageant stopped collecting the data) were analyzed by Freese and Meland; these researchers found that simple correlations between WHR and a linear measure of the time of pageant victory show that the WHRs of Miss American winners have changed over time. The correlation coefficients indicate that the WHR Miss America winners have decreased over time (r =.-55, p < .001) and those of Playboy centerfold models have increased over time (r =.46, p < .001) (Freese & Meland, 2002, p. 135). On the one hand, the authors say these results could reasonably be assumed to mean that this is evidence of an invariance in the underlying preference over time; the opposing trends, while important, could merely reflect idiosyncrasies of employing self-reported Playboy and Miss America measurements as measures of indicators of American male preferences for specific gender characteristics in the opposite sex at a given point in time. In other words, they say, because the trends are in opposite directions, they can be thought of as canceling each other out, allowing the conclusion that reflected WHR preferences have effectively been temporally invariant despite evidence of change in both samples (Freese & Meland, 2002, p. 136)."
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Marketing, 2004.
An analysis of various marketing methods, with a focus on buzz marketing and word-of-mouth marketing.
1,600 words (approx. 6.4 pages), 3 sources, MLA, AU$ 82.95
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Abstract
This paper identifies four major marketing methods in terms of what each accomplishes, when they should or should not be used, and how effective each is if used properly. The paper explains how traditional word-of-mouth promotion works. The paper reviews and presents opinions on recent articles concerning buzz marketing and word-of-mouth marketing. The paper discusses whether this type of marketing is ethical, since marketers attempt to conceal their identity and intentions.
From the Paper
"Organizations the world over are just now beginning to understand the idea that they may be able to control the powers of Word-of-Mouth marketing. But buzz is no longer a hit-or-miss proposition used exclusively by fringe marketers. These days, plenty of big players are trying hard to systematize buzz techniques. (Khermouch & Green, 2001) The odds are good that almost every product is more influenced by Word-of-Mouth marketing than any other marketing form including television and radio advertising. Businesses have traditionally worked on the idea of saturating the markets with marketing materials, events, and salespeople but the facts show that how consumers talk about a product or service with each other is really what decides if it is bought or not. Word of mouth is the reality that intervenes between your communication and sales. (Silverman, 1997)"
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McDonald's, 2005.
A look at McDonald's tarnished public image, what contributed to this image, and how McDonald's is attempting to deal with it.
1,626 words (approx. 6.5 pages), 14 sources, APA, AU$ 84.95
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Abstract
This paper explores the different aspects of a legal case brought against McDonald's, dubbed the ?McLibel? case, examines the ?Super-Size-Me? issue made controversial by the movie entitled just that, ?Super-Size-Me," and examines the issues that Australia is presently handling in the educational system in relation to the McDonald?s Corporation. Finally, the paper compares and contrasts all of these cases and their various attributes.
From the Paper
"According to a report from ABC Newsnet Online, one-thirds of Australians are either overweight or obese. The plan for a ban on advertising of junk food during children television hours is expected from the Government as a strategic effort in reducing childhood obesity. According to the report at least one out of five people in Australia are overweight. Dr. David Kemp, Prime Minister of Education met with McDonald?s Corporation concerning an issue of training at McDonald?s as being integrated as school curriculum and points being given the students in this Mcplan of curricular oddity."
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Alcohol and Cigarette Advertising, 2004.
An analysis of the advertising techniques of alcohol and tobacco companies.
1,820 words (approx. 7.3 pages), 5 sources, MLA, AU$ 92.95
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Abstract
This paper discusses the hypothesis that alcohol and cigarette advertising leads to increased drinking and smoking, specifically, among youth. The paper presents several examples of advertisements, illustrating how they create a certain image for the target group. The paper contends that, while studies cannot prove that advertising leads to greater consumption, the moderate, positive association is consistent across survey studies.
From the Paper
"Alcohol and tobacco are among the most heavily advertised products within the media industry, including magazine, newspaper, broadcast, and outdoor advertising (Pfleger Pp). According to a 2001 report, the six major tobacco companies spend approximately $6 billion annually on advertising and promotion in the United States alone (Pfleger Pp). Measured media is roughly $800 million a year for beer, $321 million for liquor, and $120 million for wine, and if sponsorships and promotions were added, these numbers would likely increase (Pfleger Pp). Despite legislation to curb tobacco and alcohol advertising, especially to youths, the companies are still getting their messages across to their targets."
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Advertising Campaigns, 2004.
This paper examines the advertising campaigns of sportswear giant, Nike; small microbrewer, Stone Brewing; and Internet-based Amazon.com.
1,125 words (approx. 4.5 pages), 5 sources, MLA, AU$ 60.95
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Abstract
This paper explains that effective advertising campaigns are essential to a company?s financial success; a good ad campaign can be a key to a company?s success. The author points out that Nike uses a slick mass market advertising strategy; whereas, the microbrewery targets its consumers and potential buyers through trade magazines. The paper relates that the advertising campaign of Internet-based Amazon.com is like Nike?s in its broad, ambitious scope, but lacks all the artistry of either Nike or Stone Brewing. Amazon.com places small ads on a multitude of websites, enticing web surfers to view items related to whatever it is they are searching for on the Internet.
From the Paper
"Smaller companies, such as those listed in "Inc." magazine, work with a smaller budget and therefore generally produce less dramatic television commercial spots. Moreover, smaller companies cannot afford the prime time Olympics spots like Nike can. Even so, a host of smaller companies do produce effective, engaging advertisements that target a specific consumer group and leave definite brand imprints. One example is a microbrewery based out of San Marcos, California. Listed in the Inc 500 list, Stone Brewing delivers an effective, artistically brilliant and humorous advertising campaign that manages to bypass television or radio. Instead, Stone Brewing focuses its attention on trade magazines and specialty publications and relies more on clever marketing than on slick ads."
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Event Marketing and Publicity, 2004.
An analysis of the core elements involved in marketing and planning events.
2,090 words (approx. 8.4 pages), 5 sources, MLA, AU$ 103.95
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Abstract
This paper discusses the planning, marketing, and publicity issues concerning events. The paper identifies the six primary activities or core tasks that are associated with the event marketing and publicity process. These include conceptualization, monitoring, planning, organization and coordination, administration, and evaluation. Current and future trends in marketing and publicity are also covered in the paper.
From the Paper
"The key to successful event delivery, marketing and publicity lies in the ability of an event manager to strategically manage an event from a public relations perspective. Many event managers tend to focus on tactical management skills with regard to event planning, however the key to successful marketing and publicity lies more in strategic planning. This is increasingly important as the future of marketing and publicity changes in the face of technological advances that allow marketing and publicity to reach a greater number of people than in the past. Publicity and marketing has now become a force that impacts the global market. Thus a strategic outlook is necessary. Event planners and publicity agents working in any country must look at not just the tactical aspects of marketing but also focus on strategic ones."
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The Farm Credit System Industry, 2005.
Research study on the serious problems in the Farm Credit System, the oldest government-sponsored enterprise in the U.S.
5,740 words (approx. 23.0 pages), 10 sources, APA, AU$ 217.95
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Abstract
The research is intended as a way to fill the void of information regarding the efficacy and efficiency of a cooperative marketing effort in the farm credit industry. The paper begins with an overview of the purpose and function of the Farm Credit System. Next, in order to demonstrate the value of forming an in-house marketing and advertising service for the Farm Credit System as well as a unified and consistent marketing message for the system, the paper takes a look at how the System institutions currently acquire their marketing and advertising programs and materials, as well as the value they would place on a singular, one-stop organization for this material and unified theme for the Farm Credit System as a whole.
Lists of Figures
Executive Summary
Background Information
Organization of Study
Statement of Problem
Scope of Research
Limitations
Hypotheses
Literature Review
Data Collection and Methodology
Definitions
Purpose of Use
Questionnaires
Results
From the Paper
"With the growth in importance of marketing in business today, it should come as little surprise that there is increased interest on the part of the researcher. Upon initial researching of the topic, it was discovered that little to no research had been performed in the past regarding the efficacy and efficiency of a cooperative marketing effort in the Farm Credit industry. Although many studies have been performed regarding marketing effectiveness and efficiency, and although some have covered the benefits of cooperative marketing, none were found specific to the unique Farm Credit segment."
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Cigarette Ad Analysis, 2004.
An analysis of an advertisement for Virginia Slims ?Kings? version cigarettes.
995 words (approx. 4.0 pages), 1 source, MLA, AU$ 55.95
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Abstract
This paper presents an analytical assessment of a cigarette advertisement that appeared in a magazine. The paper claims that the advertisement seems to make a strange variety of false and even absurd claims for the cigarettes, based purely on the non-related advertising imagery. The paper contends that the images and the messages portrayed by the juxtaposition between these images and stories and the product being sold make silent arguments of their own, which are particularly fallacious and at the same time oddly amusing.
From the Paper
"This connection between the power which enabled Hatshepsut to take the throne and the power of addiction which links women to their cigarettes could also be construed as something of a false analogy. This ad appeals to penis envy, in a a very Freudian sense, falsely suggesting that the phallus of a cigarette can replace the phallus of a penis which women may wish they have. To understand how obvious this phallus imagery is, one needs only follow the obvious links -- the mention of women needing to know their place and that this place is to become (a male gendered) king by taking on a new length to be enjoyed."
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Gender Stereotypes and Body Image, 2004.
A discussion on stereotypes for body types as presented in advertising in Western cultures.
1,248 words (approx. 5.0 pages), 6 sources, MLA, AU$ 66.95
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Abstract
This paper examines how the media?s influence in Western culture is pervasive and how, through magazines, television, and print ads such as billboards, advertisers have consistently adopted gender stereotypes in terms of body image and use these stereotypes to sell their products. It looks at how the stereotypical womanly ideal is slender to the point of looking unhealthy and how men are consistently presented with an overly muscular, perfectly lean physique. It considers the effects of such unrealistic stereotypical ideals and looks at the effects of the female stereotype on men and of the male stereotype on women.
From the Paper
"The presentation of the ideal female stereotype also has effects in terms of eating disorders that are seen in parts of the world where this ideal predominates. Since the ideal presented is so far from normal, and can rarely be attained by healthy means, anorexia nervosa and bulimia rates have risen. The only way most women can approach this stereotype of is through starvation or disordered eating. Research (Botta et al., 2003) has shown that rates of eating disorders may be predicted based upon the magazine reading habits of the women studied. If subjects were repeatedly exposed to images of unrealistically thin models, prevalence of anorexia and bulimia was greater. ?Overall, magazine reading and processing accounted for?28.0% of variance for girls? anorexic behaviors?27.5% for girls? bulimic beahaviors?23.4% for girls? body satisfaction?[and] 41.6% for girls? drive to be thin.? (Botta, 2003). Ironically, men do not see thinness as the same prerequisite for attractiveness in women that women themselves do."
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Commercialization of Love, 2004.
An analysis of the marketing of the emotion of love and its commercialization.
1,597 words (approx. 6.4 pages), 3 sources, MLA, AU$ 82.95
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Abstract
This paper discusses how human intelligence and cultural diversity have given rise to a tremendous variety of societal beliefs about romantic love and marriage. In particular, this paper looks at how, in the United States, sex and love have been commercialized to such a degree that it is clearly the dominant overall marketing theme of the advertising industries.
From the Paper
"Generally, commercial advertising exploits the same idealistic and unrealistic image of romantic love and marriage that has always been promoted by the motion picture, music recording and television industries. Romance novels, movies and popular music all rely on the romantic notion of ?true love,? according to which each person has a corresponding ?perfect? mate waiting to be found. Furthermore, both
American popular culture and commercial advertising have always invested heavily in the theme of ?happily ever after,? according to which true love, once found, is always wonderful and everlasting."
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Krispy Kreme Doughnuts Inc., 2004.
This paper is a SWOT analysis of the Krispy Kreme Doughnuts, Inc.
1,775 words (approx. 7.1 pages), 3 sources, MLA, AU$ 90.95
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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."
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Analysis of an Ad, 2004.
Analysis of an advertisement for "The Cruxshadows" band's album, "Wishfire".
1,116 words (approx. 4.5 pages), 2 sources, MLA, AU$ 60.95
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Abstract
This paper explains how the advertisement for "The Cruxshadows" and their album "Wishfire" is effective because of the attractiveness of the color scheme, the advertisement's identification of the band members with the music, and its overall visual appeal.
From the Paper
"Advertising designers are presented with a particular challenge when the focus of the advertisement is an artistic product. Unlike those which are meant to sell food, household products, or even luxury items, ads that promote an artistic work like music must find a way to not only stick in the heads of viewers but also to be artistically pleasing and representative of the artistic vision of the creator of the featured piece. People who drink soda or buy shoes are not necessarily going to be swayed by the subtle visual intricacies of a Pepsi or Nike ad as long as there is a cultural or need-based appeal. If the consumer feels that Pepsi, for example, will quench thirst, then the ad was effective. However, in order for a music ad to be effective, it must find a way to appeal to the inner art critic and somehow present a visual representation of the appeal of the music, which may be considered an emotional or spiritual need, but remains outside the reach of the basic ?food, clothing, and shelter? appeals. One advertisement that rather effectively promotes music is that for the band The Cruxshadows, for the album Wishfire, which appeared in Orkus music magazine in September, 2002."
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Our Children, T.V., and Entertainment, 2004.
Examines how American media contributes to consumerist traits in children.
1,125 words (approx. 4.5 pages), 4 sources, MLA, AU$ 60.95
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Abstract
When discussing how American culture ?corrupts? our children, the first words that come to mind are usually four-letter words or words pertaining to highly sexualized scenarios. This paper argues, however, that the culture of American capitalist cultural consumption is, if anything, more universal and equally damaging to American children. It has created a legacy of prominent consumption of unnecessary consumer products over the course of the past, present. and future of American television and culture. The paper argues further that American consumer culture is likely to continue to affect the minds of our children, creating a generation of people who believe they are what they buy, rather than who they really are as a person.
From the Paper
"Furthermore, as the nation grows increasingly in debt from consuming a large array of cultural products deemed necessary by advertisers, and obese from the amount of food sold through supposedly entertaining venues, the problem of how to address this crisis remains. Artistic integrity of television, movies, and other venues must be maintained of course. But advertising and the first amendment are hardly synonymous with cultural quality. As early as the 1980?s, when ET consumed Reece?s Pieces, as a result of a marketing deal, and causing the peanut butter flavored shells to skyrocket in popularity, movies as well as television have formed an alliance with advertisers."
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American Culture and Consumption Patterns, 2005.
A look at the legal, economic, and cultural aspects of consumption patterns of American youth.
1,402 words (approx. 5.6 pages), 2 sources, MLA, AU$ 73.95
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Abstract
This paper takes a look at American culture and the consumption patterns of American youth in television, film, and other entertainment venues. The paper describes some of the legal, economic, historical, political, and cultural reasons that advertisements directed at youth are so prevalent and ubiquitous in American media.
From the Paper
"?Mommy I want that!? When discussing how American culture ?corrupts? children, the first words to come to mind are usually four letter words, or words pertaining to highly sexualized scenarios. Yet the culture of American capitalist cultural consumption is if anything more omnipresent and equally damaging to American children. It has created a legacy of conspicuous consumption of unnecessary consumer products over the course of the past, present, and future of American television and culture. It is likely to continue to affect the minds of children, creating a generation who believes they are what they buy, rather than what they believe??Generation Bling! Bling!? as the generation to come after Generations X and Y are often called. Identity is being reduced to a commodity rather than a real culture of art, literacy, and moral judgment."
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