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Marketing to Gay Consumers, 2004.
This paper evaluates two issues in regard to reaching gay consumers, spendable income and the sexual content of advertising.
3,865 words (approx. 15.5 pages), 15 sources, APA, AU$ 126.95
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Abstract
This paper explains, after the author?s research of academic literature and an extensive review of the advertising trade literature, it is apparent that the urban myth, which states that gays have more disposable income than other groups, remains, while the gay psyche is no different from the psyches of other identifiable marketing target groups. The author points out that differences in how marketing is handled arise from the necessity of deciding whether to advertise in mainstream media as well as in gay-specific media. The paper relates that the problem arises because, while the necessary images may be acceptable in the gay-specific press, they may be regarded as less acceptable by straight consumers when they appear in mainstream media.
Table of Contents
Introduction and Statement of Hypotheses
Literature Review
Application
Review and Evaluation
Conclusion
From the Paper
"Not surprisingly, the marketers claim the only thing they have to fear these days is the right wing as the middle has already become comfortable with the idea. In addition, of course, there is the need, in stagnating economies, to tap into a good market, no matter what. In 2004, it was estimated that the GLBT population was about 15 million (somewhat under the Kinsey estimate of eleven years earlier), with $485 million in spending power. ?Though it?s a smaller niche than the African-American and Latino markets, gays are a consumer group with a high proportion of discretionary income?.
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Advertising in the Greek Market, 2004.
A look at the role of advertising in a small tile company in the Greek market.
13,400 words (approx. 53.6 pages), 39 sources, MLA, AU$ 300.95
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Abstract
This paper examines how marketing and advertising are linked and analyzes the fundamental facets of marketing, advertising, and advertising for small businesses. It provides a case study of a small business in Greece, Aristides A.E., and evaluates its marketing strategy to see if any improvements can be made. It attempts to create a new marketing plan to market Aristides A.E. as a distributor of exclusive goods, to generate more high-value orders, and to build relationships with clients who are likely to keep coming back for more products.
Outline
Literature Review
Methodology
Discussion
Conclusions and Recommendations
From the Paper
"Public Relations is also a necessary evil for the small business: public relations takes a number of forms and in its purest form is viewed as the means by which a company can communicate honestly and accurately with its public: it includes media releases, product launches and premises openings (My Business, 2004c; Williams, 2004). PR is generally a cheap form of communication, but, if you want to do it effectively there are simple guidelines to follow: if you are about to set up a business send a press release to the local paper, or hold a launch event and target the appropriate trade journals (My Business, 2004c). When writing a press release, it is vital to keep it simple: journalists are bombarded with hundreds of press releases every week and have tight deadlines to meet, and so if the press release babbles, there is a very good chance it will end up in the bin before the third paragraph is reached."
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Toyota Prius, 2004.
A proposed marketing communication plan to build on the expressed interest and demand for the Toyota Prius to increase sales and profits for a local Sydney Toyota dealership.
6,456 words (approx. 25.8 pages), 9 sources, MLA, AU$ 179.95
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Abstract
The overall mission of this report is to create a plan for increasing the market interest, resulting in increased sales for the Toyota Prius. The marketing plan is designed to put the Prius in front of the public, communicate a message about the hybrid vehicles features and benefits, increase the public?s awareness and favorable opinion of the vehicle, and ultimately increase market penetration. It examines how, currently, the Toyota chains in Sydney, Australia, are selling 30 units per month and how the goal of this marketing and communication plan is to increase that sales rate by a significant margin to 600 units per month in the greater Sydney area.
Outline
Executive Summary
Overall Mission
Budgets
Timetable for Launch
Product Description ? FAB and SWOT
SWOT Analysis of the Prius
Audience Profile
Advertising Creative Tasks
Advertising ? Media Planning and Buying Tasks
Competitive Environment Analysis
From the Paper
"Featured in this advertising will be the winners of the Prius give-away. Also, the winners of the ?I love my Prius because? contest will be features, and the contributions received from this contest can become the heart of the marketing message. The marketing in this phase will shift form the transmission ? rational approach to the ritual ? emotional approach. Because of the successful execution of the first two phases, the marketing campaign will have build a successful foundation on which to create increased buying demand. The first two phases were designed to create consumer interest. These final two phases will be designed to create consumer purchasing decisions."
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Children?s Advertising, 2004.
Examines how commercials negatively affect children who view television on a regular basis.
1,717 words (approx. 6.9 pages), 6 sources, MLA, AU$ 66.95
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Abstract
This paper argues that television viewing by children should be greatly restricted, not only because of the negative affects of watching television in general, but also because the advertising media is actively seeking ways to influence children. The paper examines various aspects of advertising aimed at children, including brand loyalty, in-school programming, and food advertising. It also touches on violence and sex-role stereotyping.
From the Paper
"According to some research, while psychology often provides valuable insights about controlling obesity, psychologists are also often on the payroll of the junk food advertisers, informing those advertisers about the best way to reach a child?s mind with the message they intend to get across. In addition to that, there is also the ?nag factor,? in which children are encouraged to bug their parents until they get what they have just been convinced they want, disrupting family dynamics in the process. (Cohn, 13) It could be argued that disrupted family dynamics would also lead to additional work for psychologists. And it could be argued that none of this serves the children very well at all. Of course, one might wonder who needs parents or psychologists when one has Ronald McDonald."
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Product Placement, 2004.
A look at the phenomenon of advertisement through product placement
1,024 words (approx. 4.1 pages), 3 sources, MLA, AU$ 44.95
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Abstract
This paper examines how strategic product placement is, at least, a half-century-long advertising industry practice that evolved alongside the 20th century motion picture industry. In particular, it looks at how the benefits to advertising through strategic product placement are so numerous that it is almost curious the advertising industry has not embraced and exploited it even more aggressively than it has. It also discusses the ethical implications.
Outline
Background and History
The Benefit to Advertisers
Ethical Analysis
From the Paper
"Critics maintain that product placement crosses the line demarcating ethical and unethical advertising. According to the Center for the Study of Commercialism, product placement in movies results in an advertisement saturation level that is detrimental to the authenticity and artistic integrity of the feature film industry that warrants proper referencing within the credits for honesty sake (Govani, 1995). On examination, ethical objections to advertising through product placement seem to violate no ethical principle, at least none that is at all distinguishable from those that can be lodged equally against traditional forms of advertisement."
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Ethics of Marketing to Children, 2004.
This paper outlines research to determine the ethics of marketing to children and to identify boundaries within which organizations should maintain their marketing efforts
1,860 words (approx. 7.4 pages), 9 sources, APA, AU$ 71.95
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Abstract
This paper explains that, regardless of who holds responsibility for the behavior of the nation?s children, direct marketing to children, online or through traditional techniques, is developing a new profitable channel for business sales. The author points out that direct marketing to children expanded to schools through the entry of vending machines and corporate-sponsored products and events. The paper outlines two research approaches: a review of current regulatory policy to identity specific guidelines and a qualitative survey of teachers to collect their perceptions of current marketing practices.
Table of Contents
Introduction
Purpose of This Study
Literature Review
Research Methodology
Ethical Considerations
Timeline
From the Paper
"The economic value of marketing to children extends beyond the amount of money in their collective pocket at any one time. Children are determining their own personal spending patterns, and developing brand identity which could influence a lifetime of buying habits. For this second reason, children are profitable targets of business marketing dollars. When a child established their own purchasing habits, businesses can have a customer for the rest of the child?s life."
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Delta Airlines, 2004.
Review of Delta Airlines?s financial and marketing goals and objectives.
811 words (approx. 3.2 pages), 3 sources, APA, AU$ 34.95
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Abstract
This paper examines Delta Airlines's financial and marketing goals and notes how the financial objectives are closely linked to the marketing goals. The paper looks at how Delta focuses on the needs and wants of its customers, as well as how it has been financially affected by the September 11 terrorist attacks. The paper also discusses the areas that Delta intends to target for marketing purposes and where it faces the greatest competition.
From the Paper
"The company?s financial objectives and goals are closely linked to its marketing plan. Vicki Escarra, Chief Marketing Officer of Delta Airlines says that the company?s singular dedication to the needs and wants of consumers has allowed Delta to survive and thrive in the most difficult market environments (Morris, 2002). One event that shook Delta and the rest of the airlines was the terrorist activities of September 11th. Increased expenses due to security training, cockpit door reinforcement, and insurance costs dramatically altered the airline?s fixed overhead costs."
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Promotion for Nike's "Shox iD" Shoe, 2004.
Analysis of Nike's advertising and marketing approach for its "Shox iD" shoe.
1,232 words (approx. 4.9 pages), 3 sources, APA, AU$ 50.95
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Abstract
This paper takes a look at the manner in which Nike has chosen to promote its "Shox iD" shoe. The paper analyzes Nike's Internet marketing strategy for the shoe, the message Nike tries to convey about the shoe, and how Nike continues to capitalize on its image as a great shoe company.
From the Paper
"However, in terms of promotions, Nike still is masterful in conveying a strong message to a targeted segment of the running shoe market as well as eking out, if not dominance, then a still secure area of the sports apparel industry. One recently promoted shoe of great importance to Nike is that of the new Nike Shox iD running shoe. The Nike Shox iD running shoe has not been marketed in a general fashion, however, on television, Internet, and the print media in the same diffuse manner as, for instance, the Air Jordans of the past. This was because many non-basketball players wore Air Jordans to convey their solidarity with the great basketball player and themselves as his great fans."
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Hershey's "Swoops", 2004.
Analysis of the marketing strategy behind Hershey's "Swoops".
2,990 words (approx. 12.0 pages), 14 sources, MLA, AU$ 106.95
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Abstract
This paper begins with a brief description of Hershey's new chocolate product, "Swoops", then discusses Hershey's current market position, and goes on to on to analyze the specific nature of the role envisaged for "Swoops" TM within the company?s portfolio of brands.
From the Paper
"New Product Development: The process of idea generation and screening at Hershey?s, as mentioned earlier, takes place within the ambit of its IBI or fact-based approach to decision making, as well as within the context of the corporate goals of driving profitable core growth through fuelled but reallocated brand spending, captured price realization, and building a competitively advantaged business. In other words, Hershey?s believes that its transformational growth opportunities lies in leveraging its existing core competencies and competitive advantages in category-defining iconic brands such as Hershey?s milk chocolate, Reese?s peanut butter, Almond Joy coconut, and York mint. Thus, the direction for new product idea generation and screening at Hershey?s is that all concepts must meet the preceding criteria besides ensuring the fulfillment of consumer needs for taste, convenience and/or better-for-you (healthier) products (Lenny, Feb. 2004). To sum up so far, new product development in Hershey?s must meet the criteria of affordability; captured price realization; leveraging of core competencies and existing competitive advantages in iconic brands; fulfillment of consumer needs for taste, convenience, and better-for-you products; and identification of opportunities to further grow Hershey?s share of the confectionery and overall snack market."
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Marketing Issues for Multinational Corporations, 4.
Market evaluation for software companies wishing to market their products in the global market.
18,000 words (approx. 72.0 pages), 97 sources, APA, AU$ 300.95
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Abstract
This paper presents a macro level analysis of the global market for software companies. The paper evaluates the software industry and the different products sold by manufacturers worldwide, the unique features and the common features that exist in the market, potential profits and returns that software companies can hope to get from this market, and segmentation of the market and the local culture and environment that exists. In addition, this paper evaluates new product development and new applications for existing products, as well as an analysis of the communication and infrastructure requirements and the organizational structure for each market.
Holistic Analysis of the Software Industry's Market
Review of Companies Selected for this Study and Their Market Segments
SWOT Analysis for the Six Companies Discussed in this Report
Microsoft Corporation
Oracle
Symantec
Infosys Technology
Wipro
AutoDesk
PESTLE Analysis of the Markets of the U.S., U.K. & India
Political Analysis
Economic Analysis
Social Analysis of the U.S., U.K. and India
Technology Analysis of the Three Countries
Legal environment
Environmental Analysis
Analyzing the Software Industry Using Porter's Five-Force Model
Internal Rivalry as it Exists in the Software Industry
Barriers to Entry
Substitutes and Complements
Buyer Power in the Different Markets of the U.S., U.K. and India
Bargaining Power of Suppliers
Microanalysis of the Three Markets and the Six Companies in these
Markets
Strategies of the Organizations in the Markets
Structure of the Organizations in the Industry
Systems in the Organizations and the Markets
Styles of Management
Staff Requirements in the Industry
Skill Requirements for Success
Shared Values of the Organizations within the Market
From the Paper
"Globalization, free market ideology and advancements in communication and technology have changed the way companies and organizations now conduct business. Research and development of new products and new uses of existing products are the core issues tackled by organizations. Marketing plays a very important role in success of an organization and the profits that can be obtained over time. No matter how good or useful the product, if the consumer is not aware of the product or does not know applications of the product, it is inadequate."
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Product Placement in Films, 2004.
This paper discusses the practice of product placement in films, especially of Taco Bell in ?Demolition Man?.
1,750 words (approx. 7.0 pages), 6 sources, MLA, AU$ 68.95
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Abstract
This paper explains that product placement in films involves the inclusion of brand name merchandise on screen as the result of a deal between marketers and the makers of movies. The author points out that, despite criticism, product placement has grown in importance, and the placement of Taco Bell in ?Demolition Man? marks a new shift in the practice by incorporating product placement into the character and plot of the movie. The paper states that Taco Bell's product placement is successful because it reveals to the audience that the corporation has the courage to laugh at itself.
Table of Contents
Introduction
Overview and History
Criticisms of Product Placement
Product Placement in "Demolition Man"
Conclusion
From the Paper
"The practice is so common that it is often spoofed. In the 1992 movie Wayne's World, the underground cable show depicted spoofs product placement with a cheesy scene that shows a Pizza Hut box that cuts away to a Nupril pills backdrop, as the main character, Wayne notes "I will not bow to any corporate sponsor". Josie and the Pussycats (2001) took the parody of product placement to a new level as it featured over 25 product placements in a two-minute trailer."
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The Powers of Advertising and its Negative Effects on the Consumers, 2004.
Explores the evolving view of the purpose of marketing activities.
12,636 words (approx. 50.5 pages), 33 sources, APA, AU$ 291.95
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Abstract
This research paper attempts to show that advertising and marketing are not quantifiable sciences like the physical sciences where certain results can be expected after inputs of a certain amount have been put in. The paper shows that marketing is a social science, which changes a lot with society and is currently going through a phase of transition due the new information technologies. Furthermore, the paper demonstrates that the job of advertising is to pass on the information about products and services to consumers, and this method itself is undergoing change due to the changing influences of the Internet. This new medium gives the consumers many options, and the possibility of passing on misinformation to them in a convincing manner is becoming limited.
Literature Review
Is Advertising Untrue?
Reactions to Advertising (?) Failures / Negative Effects
The Development of New Media
From the Paper
"Modernization has also led to a situation where the ownership of media is getting fragmented, and the progress of the information from the marketing organization to the consumer is no longer passing through clear stages. There are now cases where the information is going directly from the marketing organization to the consumer, and in that case, it is difficult to classify it strictly as advertising. The role of the marketing organization is now the most predominant in the entire process of advertising in whatever form it may be. The negative effects, whatever they may be is thus the responsibility of the marketing organizations as they are the most powerful in the triumvirate of the marketing organization, advertising agency and the media owner."
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Marketing Ethics, 2004.
A look at the importance of marketing ethics in the business world.
4,284 words (approx. 17.1 pages), 19 sources, MLA, AU$ 136.95
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Abstract
This paper assesses the relevance of marketing ethics in current business environment and the extent to which ethical issues should be taken into account while devising marketing strategies. It attempts to understand the nature of marketing ethics and analyzes the possible impact of ethics in marketing from different viewpoints, based on the theories and research work carried out in this field. It identifies and explains how marketing ethics can be improved in practice, as well as ways to integrate ethics in formulating and implementing marketing strategies. It also examines the efficacy and impact of popular marketing strategies with ethics, analyzes the role of ethics in advertising, explains the elements of consumer ethics, and discusses the role of legislation to enforce marketing ethics.
Outline
Marketing Ethics and the Business Environment
Nature of Marketing Ethics
Research on Marketing Ethics
Improving Marketing Ethics
Implementation of Ethical Standards in Marketing
Ethics and Advertising
Marketing Strategies with Ethics
Green Marketing
Marketing Intelligence and Corporate Espionage
Consumer Ethics
Regulation
Conclusion
From the Paper
"Marketing ethics is a sub-set of business ethics and examines the moral issues relating to marketing decisions made by organizations. Although its roots can be traced back to the 1960s, marketing age is believed to have come of age only in the 1990s, thanks to extensive research on the subject carried out in the decade before. (Murphy, 111). Several topics make up the fabric of marketing ethics ? product quality, safety and liability, fairness in pricing, honesty in advertising and selling, privacy in internet database and marketing. According to Kotler, in recent years, people have started questioning the value of marketing concept, when the world is faced with environmental degradation, resource shortages, hunger and poverty and neglected social services."
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Public Relations Evaluations, 2004.
Study of the importance and methods of evaluating the effectiveness of public relations.
4,371 words (approx. 17.5 pages), 13 sources, APA, AU$ 139.95
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Abstract
This paper presents an thorough study of public relations (PR) evaluations. It explains what PR evaluations are, the importance of the evaluations, and explains the different types of PR evaluations and the techniques used. The paper also provides evaluation models, case studies, and theories.
What is PR Evaluation?
Importance of PR Evaluation
Types of Evaluation
Formative and Summative Evaluations
Inputs, Outputs and Outcomes
Techniques of PR Evaluation
Evaluation Models
Other Theories
Objectives of Public Relations and PR Evaluations
Barriers to Evaluation
Case Studies and Theories
Effective Measures
From the Paper
"The evaluation debate in public relations focuses on media evaluation, as PR efforts aim to obtain is media coverage. As a result, press clippings and transcripts/tapes serve as evidence of that activity. However, it is important to understand that media evaluation must be kept in context, because it actually only examines the process of public relations evaluation, not the result."
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Domino's Pizza Advertising Strategy, 2004.
An appraisal of this pizza chain's advertising strategy.
2,788 words (approx. 11.2 pages), 3 sources, MLA, AU$ 100.95
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Abstract
This report provides insight into one of the pizza industry giants, Domino?s Pizza. Like the majority of success stories in corporate America, Domino?s Pizza has a ?rags to riches? tale. This review offers an appraisal of the company?s advertising strategy and its media campaigns. Initially, the report illustrates the origins of this corporate giant leading up to its nomination as the "Chain of the Year" in 2003. A detailed review of the corporate quarterly reports is utilized to demonstrate the company's consistent growth despite the instability of the American economy. The report also focuses on some of the more successful advertising methodologies Domino?s Pizza has used in the past and suggests some strategies for the future. A review of the more pertinent market research is senior management has used in order to make strategic decisions are pointed out. The paper provides insight into the company?s advertising budget, as well as its image as a community asset with regard to social and ethical issues.
From the Paper
"As a multinational corporation, Domino?s Pizza does all of the retail sales advertising that can be expected from an operation of that size. They invest heavily in flyer, television, radio and newspaper advertising. Their new internet portals allow customers to order pizza over the net from local outlets and also provide many details of the organization as a whole. The company expends a great deal of energy advertising for franchise owners as well as customers. Throughout the franchise documentation, the company highly recommends that the new franchise owner get involved with the local community and the social and ethical issues of that community. All of this needs to be taken into consideration when the company creates its overall advertising campaign."
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Global Marketing Differences, 2004.
A look at the different approaches to marketing in countries across the globe.
1,541 words (approx. 6.2 pages), 10 sources, MLA, AU$ 60.95
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Abstract
This paper on the cultural differences in marketing trends compares and contrasts the marketing trends in the United States, China, and Taiwan. This paper also explains why culture plays such a huge role in each country?s marketing techniques. An illustration of the consumer behavior with respect to the most popular products being sold is also given. This paper also highlights relevant quotes to support its claim.
From the Paper
"Trends of marketing vary from country to country and are greatly influenced by that country?s culture. Good marketing decisions requires the planning and coordination of marketing resources and the integration of the marketing mix to achieve a desired result in markets selected for targeting by the business. The business?s offers are tailored through marketing decisions in terms of product line, place, pricing elements and sales promotions to match the perceptions of value of its target market. In some ways business markets are similar to consumer markets since they both involve people who assume buying roles and make purchase decisions to satisfy needs. Both business markets and consumer markets are greatly influenced by cultural trends. Business marketers also need to remember that women now account for a significant share of purchase decision-makers."
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