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Homosexual Advertising, 2004.
An analysis advertising geared toward gays and lesbians.
3,268 words (approx. 13.1 pages), 12 sources, MLA, AU$ 141.95
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Abstract
The purpose of this paper is to introduce, discuss, and analyze the topic of advertising geared toward the gay and lesbian communities. Specifically, it discusses advertising in the context of gay and lesbian culture and how particular ad campaigns are significant for the gay and lesbian communities. While society has become more accepting of the gay and lesbian lifestyle, there are still many elements of culture and society that disapprove of the gay/lesbian experience. It shows how, in the last decade, advertising has become more open and how the gay lifestyle has become more accepted.
From the Paper
"The gay and lesbian lifestyle has existed for thousands of years, but it is only fairly recently been seen as a viable advertising market. Many experts and researchers believe gay advertising existed in the 1920s, citing several examples of print ads that seemed to indicate a gay or homosocial relationship between men (Boyce 26). In addition, author Alexandra Chasin cites a 1976 New York Times article that discussed the efforts of gay publications to attract mainstream advertisers, and other early recognition of the growing gay and lesbian marketplace (Chasin 30). Thus, advertising to gays and lesbians seems to have existed in some form for decades, but it is only in the last decade that it has really "come out of the closet." In fact, today there are numerous marketing companies entirely devoted to the gay and lesbian advertising market, and numerous studies have been conducted that indicate this market is profitable, viable, and growing."
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Cigarette Marketing, 2004.
Examines the political and legal environment for cigarette marketing in the U.S. and other world markets.
1,232 words (approx. 4.9 pages), 11 sources, MLA, AU$ 63.95
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Abstract
As society has become more health savvy, the cigarette industry has had to confront new and potentially devastating challenges to its business. The legal, political, and other challenges it faces occur both in the United States and abroad. This paper covers issues such as ethics, advertising, health organizations, and restrictions. It examines the innovative ways that cigarette companies have developed to market their products, despite the growing opposition and restrictions.
From the Paper
"In Eastern Europe, cigarette manufacturers occasionally openly defy restrictions, spotting the weakness of the local laws in countries such as Hungary. In addition, cigarette manufacturers have also used philanthropic efforts as marketing ploys. Donating money and materials to a variety of causes from hospitals and schools to senior centers and homeless shelters, the cigarette manufacturers have found a potent branding opportunity in generosity."
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Media Bias, 2004.
This paper states that, since nearly every sector of our lives is affected by modern media, the media has a profound and ubiquitous influence on public opinion.
2,960 words (approx. 11.8 pages), 12 sources, MLA, AU$ 132.95
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Abstract
This paper explains that bias is an endemic and unavoidable part of the newsgathering and reportage process, especially in the area of racial bias. The author points out that advertising, another area in which the media can have a profound influence on public opinion, has achieved the status of a carefully crafted art form whose message can have a negative effect on individuals and society because of selected bias. The paper relates that some of the ways in which bias is influencing public opinion are (1) disguising opinions as news by using loaded language and well-portioned adverbs or adjectives and (2) providing selective content by failing to give proper context and full background information, which distorts the true picture.
From the Paper
"While the most extreme form of media bias in shaping public opinion is propaganda, the most infamous use of the media influencing public opinion was no doubt the way in which the Nazis influenced the German public. However, there are many instances in the contemporary world where media bias, which tends towards propaganda, is prevalent. The political manipulation of pubic onion is known as propaganda. An example of the way in which the media can influence public perception through suggesting a sense of legitimacy is through polling and a constant stream of subjective media reports. The method of influencing the public is termed self-fulfilling polling."
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Edward L. Bernays, 2004.
An analysis of Edward L. Bernays, press agent, publicist, and public relations counselor.
3,136 words (approx. 12.5 pages), 3 sources, MLA, AU$ 138.95
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Abstract
This paper examines the practice of public relations produced by Edward L. Bernays?s way of looking at information dissemination. The paper also looks at more recent advances in thinking about the function of communications between what are lately termed ?stakeholders? in any given public enterprise. The paper presents a result that reveals that public relations is still operating much as Bernays designed it to do.
Outline
Edward L. Bernays in Brief
Modern Approaches to Bernays?s Creation
Ethics Enters the Debate
How Many Flavors?
Conclusion
From the Paper
"During a career that spanned more than 80 years, Bernays was billed as a press agent, publicist and public relations counselor, depending on the styling needed for acceptance at any given moment, and had some major accomplishments most Americans would not realize were not ?always there? but rather were attributable to Bernays? engineering of the public belief system. For example, he got Americans to eat bananas and children to like washing with Ivory soap. He humanized President Calvin Coolidge, and talked William Paley into making news a very strong component of his fledgling Columbia Broadcasting System, or CBS. None of these could be viewed as a bad thing."
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Conferences and Workshops, 2004.
A detailed guideline for planning and marketing conferences and workshops.
4,050 words (approx. 16.2 pages), 10 sources, MLA, AU$ 166.95
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Abstract
This paper presents the necessary steps to take in order to successfully plan and market a conference and/or workshop. All aspects of the planning stage are outlined in the paper. The paper analyzes several examples of conferences and discusses the successes and failures that are evident.
Table of Contents
Introduction
The Importance of Planning
Getting Feedback from Others
Administering a Workshop or Conference
The Details of Work Done in Conferences
Preparing for a Conference
Facilities Available at Conferences
Bibliography
From the Paper
"Declines normally take place due to superior products having come into the market, or it may be just due to bad communication. If these aspects are studied they may provide new insights as to the methods of improving the situation of the product. The third important thing is to know the competitors well enough, along with their own, individual strengths and weaknesses. This will sometimes help in the discovery of certain opportunities in the market that could be fulfilled by the product that the product under review could fulfill. The next natural step is the knowledge of the situation in the market, and this is in terms of the activities of the competitors. This knowledge helps in the differentiation of the product from the others in the market. Even if there is a direct competition with a product, this may help."
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Diamond Advertising and Civil Strife, 2004.
This paper is a literature review to answer the question: ?Does diamond advertising lead to civil strife that damages international relations and causes vast amounts of human suffering??
3,255 words (approx. 13.0 pages), 8 sources, MLA, AU$ 141.95
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Abstract
This paper explains that advertising contributes to the conditions that cause prices to increase, making diamonds ever more valuable for clandestine transactions among the world?s criminals and terrorists. The author points out that the media is responsible for carrying the messages that create the demand; the mine owners create the profit motive. The paper concludes that, even though diamonds reach the consumer via a number of criminal, corrupt, or terrorist individuals or organizations, De Beers's advertising is at the root of the civil wars, international ill will, and maiming and murdering of civilians, which happens in the countries that produce at least the so-called ?blood diamonds?.
From the Paper
"It was noted in the introduction that De Beers conducted an advertising campaign to decrease the number of those ?forever? gemstones available for resale from family treasures, as well as using advertising worldwide to increase demand. This article contends that De Beers, which had been directly involved in Sierra Leone until the 1980s, did much more to control the prices paid for diamonds, which would in turn control the lengths people would go to in order to obtain them. After the beginning of the Sierra Leone civil wars, De Beers ?its attempts to mop up supplies everywhere in the world, De Beers not only sustained the artificially high price of diamonds, it also undoubtedly bought diamonds from war zones?."
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Dangers of Tobacco, 2004.
An opinion paper which argues that making the public aware of the dangers of tobacco is the best prevention method.
1,658 words (approx. 6.6 pages), 14 sources, MLA, AU$ 81.95
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Abstract
Tobacco smoking is a grave health threat to the world population, and without immediate action, the situation will escalate to alarming proportions. The paper states that with cancer and cardiac diseases on the increase, the negative impact of tobacco is plainly obvious. It argues that, going by the statistical data, it is pretty clear that immediate, positive intervention is required to contain the harmful effects of tobacco addiction. The writer concludes that creating awareness among the people as to the dangers of smoking is the first and foremost step in our efforts at controlling this global health menace.
From the Paper
"Tobacco smoking is one of the most common habits prevalent throughout the world. People continue to smoke tobacco and there is very little concern for the health consequences of tobacco use. Every year smoking takes a huge toll on peoples lives, greater than any other epidemic disease like AIDS. Cardiac arrest and lung cancer are two of the potentially fatal diseases, which are directly attributed to tobacco smoking. Apart from this tobacco is also the leading cause for respiratory problems like asthma, bronchitis, emphysema, infertility, oral diseases and other complications. A discussion on the health effects of smoking, laws pertaining to tobacco trade and some statistical insight would certainly help us get a better picture of the problem."
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The Soft Drink Market, 2004.
An examination of the soft drink market, in general, and Good Body drink, in particular, focusing on marketing successes and failures.
2,950 words (approx. 11.8 pages), 11 sources, MLA, AU$ 132.95
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Abstract
This paper studies the marketing trends and strategies used by Good Body drink to market its product in the United States. An overview of the soft drink market in general is provided. The paper discusses the target market of Good Body drink and analyzes the product's marketing successes and failures. Various opportunities and threats facing the soft drink company are presented in this paper.
Introduction
Good Body Drink and its Target Market
The Drink Industry and its Current Environment
Good Body Drink?s Marketing Successes and Failures
SWOT Analysis of Good Body Drink
Opportunities and Threats to be Addressed
Conclusion
From the Paper
"Good Body drink was established in California by a group of friends who were looking for a healthy alternative drink in the early 70s. The product during its initial stages was produced in the homes of the manufacturers and marketed to local establishments and restaurants by using personal selling. The advertisements and promotions used by the company were pleasing and appealed to the sense of humor of the community they served. When pricing the product the owners of the company choose to price it higher that the other drinks available in the market. In spite of the higher price of the product the company was able to increase the sales growth. With customer demand increasing the company also decided to diversify. It created more than 25 additional unique flavors to complement the ones that were already being marketed at the time."
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Internet Privacy Policies, 2004.
An examination of the fine line between the tracking of consumer trends on the Internet and the abuse of privacy.
3,015 words (approx. 12.1 pages), 6 sources, MLA, AU$ 134.95
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Abstract
This paper addresses the sensitive issue of the practice of companies that track consumer trends on the Internet and, in turn, use this information for advertising targets on a person's computer. It discusses how this is discouraged when children use the Internet and looks at the laws and prohibitions in place, which in theory, are meant to limit and protect the consumer from unnecessary abuse.
From the Paper
"Until the debate is settled, if ever, it is largely up to the consumer to protect himself. Companies are using many methods to track and collect personal information. While the programming ingenuity is admirable, the ethical and legal use of the collected data is yet to be determined and we do know that it opens up many doors of risk. While identity theft is a major risk, the collection of personal information to create a user profile can be beneficial if the user maintains control. A profile allows personalization that can give users a sense of belonging. It allows a site to greet the customer by name, offer services and products according to individual preferences, and not being required to retype requested information. In this light, such risks can be worthwhile if the user is careful."
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The Economic Impact of Michael Jordan, 2004.
A look at the immense earning power of celebrity sports star, Michael Jordan.
2,069 words (approx. 8.3 pages), 18 sources, APA, AU$ 99.95
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Abstract
This paper looks at the economic impact of Michael Jordan that resulted from his super-star status and his endorsement of certain products. The paper points out that, in addition to having had a positive economic impact on the NBA, Michael Jordan has also had a tremendous economic impact on companies whose products he has endorsed and that, in essence, Jordan himself represents power, influence, globalism, wealth, and capitalism .
From the Paper
"Sport personalities and their sponsors have now become a winning combination and the link between the two has proved to be an immensely profitable connection for the global economy. There are several reasons why sports personalities are chosen to promote certain products. Firms are quite careful in their selection of the right face and name to associate with their products or services. Research in this area indicates that firms select celebrities when it is felt that ?the life experiences of endorsers fit the advertising message, that the endorser has high appeal with the firm's target consumer group, or that the endorser's universal appeal makes the advertising universal.? (Mathur et al, 1997)"
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Managing Marketing Communications, 2004.
This paper discusses the management of marketing communications: advertising, sales promotion, public relations, and direct marketing.
3,490 words (approx. 14.0 pages), 17 sources, MLA, AU$ 149.95
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Abstract
This paper explains that the key elements to the success of a marketing, sales, or public relations campaign are the abilities to target audiences and to respond effectively to consumers' ever-changing wants, needs, and desires. The author points out that traditional large-budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services; rather, more focused campaigns, which take into consideration target markets and consumer objectives and preferences, are necessary. The paper stresses that most effective marketing plans and campaigns serve as tools to help move consumers into a manufacturer or retailer?s corner and to keep them buying into a particular market share.
Table of Contents
Introduction
Sales Campaigns
Public Relations
Marketing
Advertising
Conclusion
From the Paper
"More than 36 percent of public relations professionals claim that finding strategic direction is difficult. Most public relations campaigns fail due to lack of appropriate insider knowledge regarding industry and business issues and a lack of ability to communicate among professionals and consumers. An effect PR campaign is destined to fail if the individuals promoting it have not aligned their goals with those of the corporation they are representing; at the same time, PR professionals have a duty to understand the industry in which they are working. Without adequately understanding the market they are promoting, PR professionals can?t hope to design campaigns that instill confidence in consumers."
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Fear as an Advertising Tactic, 2004.
A look at the concept of fear as an advertising tactic through a review of "Media Mythmakers" by Benjamin Radford.
871 words (approx. 3.5 pages), 2 sources, APA, AU$ 46.95
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Abstract
This paper examines how, although there have been many concerns about the sheer volume of advertising in all forms of media from as long as it has been in existence, the relatively new and growing trend of using health-related fears to sell products is particularly alarming. It looks at how it is this trend that Benjamin Radford mentions in his book, "Media Mythmakers", that actually ?threatens? to manipulate consumers to the detriment of society as a whole.
From the Paper
"Take, for example, the exploding market for ?ADHD? medications. ADHD, short for ?attention deficit, hyper-activity disorder,? is a fairly new ?disorder,? that is being labeled onto the nation?s children at an alarming rate. Although many consider ADHD to be an authentic disorder in children, the sudden jump in ?diagnosis? in the school-aged population gives one pause. According to people like Radford, the magnitude of this jump is due, not to a real health crisis, but as a response to the fear-based advertising that pharmaceutical companies are pushing on consumers on an increasingly wide scale."
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TV Commercials, 2004.
An opinion paper, which argues the commercial benefit of television advertising.
1,689 words (approx. 6.8 pages), 5 sources, MLA, AU$ 82.95
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Abstract
This paper establishes that advertising has a very fundamental and valuable contribution in as much that it fuels economic and social progress. The writer argues that advertising stimulates economic growth through creating new desires, thereby increasing the demand for goods and services. This paper also states how advertising allows consumers to make informed purchase decisions. It concludes that advertising revenue enables affordable, mass access to popular television programming, such as news and talk shows, which then leads to information, knowledge, and debate on issues of social concern.
From the Paper
"Though a simplistic definition of the advertising discipline is ??a commercial communication from an identified sponsor, which uses various commercial platforms, such as newspapers, radio, TV, billboards, satellite, Internet, to connect with an audience, e.g. customers,? the importance of the function is really seen in the role it plays in economic and social development. Advertising stimulates competition among providers of goods and services leading to the development of higher quality products, a better standard of living, increased consumer demand, employment generation, and incremental government revenue through sales tax and more taxable income. Advertising also increases consumer welfare, as it allows buyers to choose the product or service that best meets their needs, based on the information provided. The importance of the advertising industry in economic and social development is further reflected in the fact that advertising revenues are a significant source of finance for media, educational programming, and entertainment. Newspapers, magazines, cable, satellite, broadcast services, and the Internet depend on advertising support to keep their prices affordable (The Liberation of Advertising Services, Nov. 2002)."
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Marketing for Small Businesses, 2004.
Looks at how various types of social, political, and economic factors influence marketing and advertising strategies for businesses.
4,573 words (approx. 18.3 pages), 30 sources, APA, AU$ 179.95
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Abstract
This paper talks about the role that advertising has in the success of small businesses and takes a look at how advertising and marketing strategies are influenced by economic, social, and political factors, which can change over time. The paper also explains the functional aspects of advertising and the three critical elements of advertising and uses the example of small Greek tile businesses to demonstrate the need for effective advertisement and promotional campaigns.
From the Paper
"The marketplace is a complex environment. Here manufacturers of goods and services are constantly looking for ways to differentiate their products from those of their competitors. Advertisements without being deceptive should provide the public information of the product or services in a fair and unbiased manner. (McLendon, 1981) The different medium of advertising also informs the public at different levels. (Yiannaka, Giannakas, & Tran, 2002) For example, the electronic media provides low informational content as opposed to the print media, which provides explanations and more detailed information of the goods or services being sold."
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Online Marketing, 2004.
An explanation of the methods employed by companies to advertise and market their products via the Internet.
5,075 words (approx. 20.3 pages), 9 sources, MLA, AU$ 193.95
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Abstract
This paper outlines the changes evident in marketing strategies given the strength of the Internet. The paper looks at how companies now focus on online marketing methods as one of their main sources of advertising mediums.
Executive Summary
Introduction
What Is Internet Marketing?
The Legal Position
Methods of Contact
Banner Advertisements
Word of Mouth Publicity
Building up Links
Important Points for Online Marketing
Bibliography
From the Paper
"Online marketing is the spreading of the message of organizations about themselves, or their products, or services through the biggest communication medium that is available today, the Internet. This provides support to marketing just like the other forms of advertising, and the concept is new, as is the concept of Internet. At the same time, it is one of the fastest spreading methods of communication, and it utilizes the general tools of the Internet that the ordinary gopher uses like search engines, e-mail, and banners inside sites. It also requires that the organization involved in marketing sets up the website for the organization and carries out dealing through that site. Each of these tools has its own utility and one needs expertise in first setting out on the path to their utilization. The specific benefits of each tool has to be studied and the entrepreneur has to decide what all he would like to use and how."
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The Cost of Advertising, 2004.
An analysis of the need for and the cost of advertising.
3,536 words (approx. 14.1 pages), 9 sources, MLA, AU$ 150.95
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Abstract
This paper looks at the need for advertising in order to increase sales and create branding awareness for the product and company. The paper points out that, in today's world, Internet advertising plays a major role and is a major cost to a business. The paper then looks at each of the major consumer markets, namely, U.S.A., Germany, Japan, Spain, Italy, and the United Kingdom and how each country is spending its advertising dollars.
From the Paper
"The term ?media? in general refers to the communication vehicles used to take the messages to the people and these consist of newspapers, magazines, radio, television, billboards, direct mail, and the Internet. The commercial messages to the target audience is carried by the media for the advertisers, and on the other side, the media depend on the advertising revenues to cover the cost of their operations. The estimated advertising expenditure in media was shown already at around $141 billion in 2001, and it is estimated that of this expenditure television accounted for 22.5 percent, direct mail 19.8 percent, newspapers 19.3 percent, radio 7.7 percent, yellow pages 5.8 percent, magazines 4.7 percent and the Internet 1.8 percent, with other media accounting for the remainder. Among the media, there is a classification into mass media and niche media according to the advertising experts. The media of television, newspapers, magazines and radio are called mass media as they carry the messages to a widespread and anonymous audience."
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