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Communication in Advertising, 2002.
A look at the role that interpersonal communications plays in advertising and marketing.
1,590 words (approx. 6.4 pages), 5 sources, MLA, AU$ 82.95
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Abstract
This paper examines how interpersonal communications skills are important in building trust within groups, between people and across differing groups and organizations. It shows how advertisers tap into these types of interpersonal communication techniques in order to forge bonds with their target audiences and how lesser-skilled advertisers will often turn off their audience with ill-conceived messages, poorly delivered and often ill timed. Savvy advertisers know that, at least in the American marketplace where there are multiple companies with similar products competing, developing advertisement that, at least, establishes a common bond with its audience via interpersonal communications, both verbal and non-verbal cues, will be more likely to be successful.
From the Paper
"Important to any group, organizational, or even individual relationship to keep and maintain cohesion is the element of trust. As an example, in the most basic group unit for many people, the family, trust between parents and children, between siblings, and between mother and father, all play a role in a family?s cohesion. Through trust, children learn how to interact with those outside of the family, learn how to communicate with the world around them and develop self-esteem, or lack thereof. Because of the tendency for hierarchal relationships in families, people will often learn differing responses for communicating with those in their own age group, and with those older or younger then they are."
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Billboard Advertising, 2002.
An examination of the need to regulate billboard advertising in the United States.
4,105 words (approx. 16.4 pages), 6 sources, MLA, AU$ 173.95
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Abstract
This paper examines the issue of billboard advertising from the premise that it is a feature of modern American life that needs to be regulated by the federal government. It examines the history of such regulation as has already been enacted. It examines the effects of those regulations. It also examines the attitude of the public toward outdoor advertising, particularly billboards. It also gives some supporting case histories regarding the effect of billboards on citizens? lives.
From the Paper
"Without the automobile, there would have been no need for advertising billboards, although they might have given people walking to visit a friend or trotting a 12-mph-horse to town something to do. Plus, they could have looked at those ?messages? a lot longer than can people speeding by at 60-plus miles an hour. Still, advertising depends on a lot of people seeing the advertiser?s message so that the expense of broadcasting that message to potential buyers will be repaid, and profit made as well. So, it took not only the invention of the automobile and roads, but achieving a critical mass of people owning and traveling in automobiles to make billboards a reasonable means of advertising products and services."
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Estee Lauder, 2002.
An analysis of the marketing campaign used by the Estee Lauder corporation.
2,908 words (approx. 11.6 pages), 7 sources, MLA, AU$ 135.95
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Abstract
The paper deals with a set of recommendations on proposed advertising for the leading cosmetic company Estee Lauder Inc. The paper begins by reviewing the company itself and its range of products. The analysis then looks at the different market segments it appeals to. Finally, the author has chosen a few segments where they feel a change in strategy may help the products to achieve greater market shares.
From the Paper
"The company was first founded in New York City in 1946 by Estee Lauder, by whose name the company is known for and her husband Joseph Lauder. It was the effort of Mrs. Lauder, which brought the company to its pinnacle success. Estee Lauder started from the very bottom ? selling skin creams concocted by her uncle. The products were good, but similar products were available in the market. Estee succeeded because of her marketing strategy and she worked hard to achieve her success. Estee Lauder was a very much quality conscious, but her ability to compete in terms of a saleswoman was much more convincing."
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The Computer Hardware Industry, 2002.
Examines marketing strategies used by computer companies such as Dell, H.P. and Gateway.
1,941 words (approx. 7.8 pages), 6 sources, APA, AU$ 96.95
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Abstract
This research paper provides an overview of marketing and advertising strategies utilized within the computer hardware industry. The strategies of market leaders - Gateway, Dell and Hewlett Packard -are examined. As each company is analyzed, comparisons and contrasts are made with strategies used by the competitor. The paper concludes with a summary of the findings.
From the Paper
"As reported by McWilliams (1997), within a six month period, Dell emerged as the number one PC retailer on the Web. Moving from the company?s direct-sales program via the telephone, Dell recognized the potential advantage that direct-sales marketing via the internet offered and placed itself in the position to assume first place within the computer hardware industry. McWilliams also reported that Dell has been successful in offering a manufacturing and assembly process that is fast and fine-tuned, allowing for a custom order placed at 9 a.m. on a Monday to be placed on a delivery truck by 9 p.m. Tuesday. The speed associated with its production of PCs has allowed the company to slash inventories and keep parts costs down so low it can underprice its rivals by 10% to 15%."
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Teen Girls and the Media, 2002.
Discusses the negative effects of the mass media on teenage girls.
797 words (approx. 3.2 pages), 15 sources, MLA, AU$ 44.95
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Abstract
Because of its pervasiveness, mass media such as magazines and television programs are increasingly in a position to influence the behavior and attitudes of teenage girls. In fact, television programs such as ER and sports-oriented teen magazines have been lauded for providing girls with positive role models. Unfortunately, these programs and magazines remain the exception rather than the rule. Rather than promote healthy lifestyles or give positive role models, much of the media targeted to teens are both physically and psychologically harmful. This paper examines two of these main effects ? the promotion of unhealthy habits and lifestyles and the growing tendency of these media forms to sexualize teens and turn them into consumers.
From the Paper
"This need to conform to unrealistic body standards infects girls at a progressively earlier age. A recent study of 12,000 children between the ages of 9 and 14 show that media's influence on girls' dieting and weight concerns equaled the influence exerted by parents and peers ("Weight concerns in preteens and young teens influenced by media..."). This represents a change from just a decade ago, when parents and peers were the biggest socialization factors in an adolescent's life."
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The Media and Teenagers, 2002.
Examines the dramatic effect that the media has on adolescents.
1,223 words (approx. 4.9 pages), 16 sources, MLA, AU$ 65.95
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Abstract
The media, including television, magazines, radio, internet and billboards surround everyone daily, sending messages about what items to buy and why. While the effect is obvious among the adult population, the effect is even more profound on the teenage population. The present day media has established a target on adolescents, influencing them to smoke, drink, look a certain way and dress a certain way in order to be accepted by society. This paper focuses on the affect that television has on teenagers, showing that the average American teenager will view nearly 14,000 sexual remarks, sexual innuendos, and jokes per year. The paper details the negative effects on these youths, including an increase in violence, early sexual activity, substance abuse and eating disorders.
From the Paper
"Studies have shown that young women subscribing at an early age to ?teen? magazines such as ?YM? or ?Teen? have a much higher rate of eating disorders. According to the National Eating Disorders Association (2002), an increase in magazine viewing led to a 45% increase in lowered self esteem in young women age 12-15. Another study showed that 66% of young women believed that models in magazines were their ?ideal? image, or what they were expected to look like (Irving, et al 1998). Actually, the average American woman is 5?4" tall and weighs 140 pounds. The average American model is 5?11" tall and weighs 117 pounds. Most fashion models are thinner than 98% of American women (NEAD, 2000)."
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Gender and the Media, 2002.
Argues that 'gender stereotyping' in the media actually represents the general view of the population.
2,129 words (approx. 8.5 pages), 3 sources, MLA, AU$ 104.95
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Abstract
Public media provides a channel for people to communicate among each other. This communication takes on various forms. Advertising is one area where meaning is intentionally created. Newspapers and magazines report both news and opinions. Even music is a means of communicating to a mass audience. All of these forms of communication create meaning and one of the underlying factors present in all is gender. Each of these forms of media create certain ideas about masculinity and femininity. Some authors argue that the end result of this is that men become objectified as masculine and women become objectified as feminine. The emphasis is often especially on the dehumanization and stereotyping of women via their physical body and class status. For example, women are seen as objects of desire, valued for their attractiveness but with little else to offer, while men are seen as superior to women. The paper discusses three authors whos consider these meanings and how they are created - Susan Faludi, Joan Morgan, and Jean Kilbourne. Each of these authors look at how gender is created in a certain form of media and each suggest that the media creates an exaggerated and misconfigured view of the role of gender. The paper shows, however, that what these authors fail to recognize is that the media as a whole is communicating a range of ideas on gender roles and that those ideas generated have their basis in society itself. The paper argues that these authors seem to generalize themselves, suggesting that the media is responsible for exaggerated roles of gender. In contrast, by taking a closer look, this paper illustrates that the media only represents the general views of people and that the media does not really offer only one view of gender.
Paper Outline:
Introduction
1. Media as Communication
2. Argument that Media Creates Ideas on Gender
3. Focus on Gender Ideas about Women
4. Introduce Three Authors with Ideas on Gender Creation in the Media
5. Argument: The Media only Represents the General Views of People and the Media does not really offer only one View of Gender
From the Paper
"Each of these articles expresses the view that the media creates a certain image of women. In each case, it is also expressed that this is an exaggerated view of women. Kilbourne offers advertisements where the sexuality of women is taken to an extreme, such as by including bondage and violent images in addition to sexual ones. Morgan describes hip-hop music where the lyrics represent an exaggerated view of women. Faludi shows how a group of boys with behavior that can be described as extreme in the way they view women, came to represent the general view of the young male's view of women. In each case, the views expressed are exaggerated claims. For example, the young boys in Faludi's articles do not likely represent the views of the average young male. However, their coverage in the media may have created the impression that their views are closer to the norm than they really are. In summary, each of the articles are correct in saying that the examples they represent create exaggerated views."
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| Essay # 29782 |
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| Essay # 29343 |
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Advertising Sports Wear, 2002.
A comparison of the advertising strategies of Fila, Adidas and Nike.
1,526 words (approx. 6.1 pages), 6 sources, MLA, AU$ 79.95
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Abstract
This paper looks at in turn three of the biggest sportswear companies, Fila, Adidas and Nike located in three different countries, Italy, Germany and America. For each company it examines the importance of its location, its primary advertising campaigns and its suitability for the global market.
From the Paper
"The Adidas campaign focuses on elite sports stars but also has an emphasis on sport as a fun activity. The pictures of sports stars shown are not ones emphasizing the challenge of sport, but show the sports stars looking happy, including many of the photos showing the sports stars in poses and not in action. The football/soccer section shows David Beckham posing. The Anna Kournikova sections shows the sport stars in action, while also including more model-like head shots. In each of these cases, the emphasis is on the sports star looking good."
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Marketing Sanitation Products in Japan, 2002.
This paper is a marketing analysis for the introduction into Japan of established, technologically superior sanitation products from the United States.
1,570 words (approx. 6.3 pages), 5 sources, MLA, AU$ 81.95
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Abstract
The paper explains that the United States? sanitation company wants to extend its market into Japan because the product demand for sanitation products is large, thus providing an opportunity for better profits. The author believes that the language problem is a strong marketing barrier and that there are many local products. The paper states that the company might face import problems because the government in Japan would certainly introduce some kinds of taxes, which would discourage people from importing these products from the United States or any other foreign country.
Table of Contents
Introduction
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Marketing Plan
Synchronizing with the Market Realities
Export and Product Deployment
Assigning Distributors and Dealers
Market Penetration
Advertisement
Intellectual Right
Conclusion
From the Paper
"Even though the company is proficient in retail as well as direct marketing, there will be a definite change in scenario once the operation shifts to Japan. The company, as its first steps, has to ensure that the exports to Japan happen in a smooth manner. Before the actual commencement of exports, the company must ensure that its products are produced in the right quantity and is exported according to the needs of the Japanese market. Any problems with logistics or misinterpreting the demand dynamics in the Japanese market could create a lot of problem for the company and result in losses."
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Maidenform Advertising, 2002.
Discusses Carol Moog's article "Mirror Images" which considers gender portrayals in the Maidenform bra advertisement.
1,279 words (approx. 5.1 pages), 2 sources, APA, AU$ 68.95
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Abstract
Where advertising is considered, the roles that men and women play in it, and how they feel about the ways they are portrayed in it, have changed over time. The paper discusses Carol Moog's article "Media Mirrors" in which the main focus of advertising centers around the Maidenform bra company. Maidenform has been around for a long time, and consequently has had to change its advertising strategy several times to keep up with changes in women's opinions and beliefs. From the point of view of Moog, women went from seeing Maidenform commercials as being interesting and empowering to see them as embarrassing. The paper also gives its authors personal opinion on Moog's article and shows that she disagrees with much that has been written.
From the Paper
"The problem with the men in the Maidenform commercials of later years is that they completely ignore the woman in the advertisement. Not only are they not interested in her physical attributes, but they do not appear interested in what she has to do or say either. This did not appeal to many women, because they felt that men were ignoring them despite the fact that they were flaunting themselves. Exposing oneself, whether physically or emotionally, is usually a difficult and stressful time. There are people in this world that enjoy it, but they are not the majority."
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Tobacco Reform, 2002.
This paper introduces, discusses and analyzes the topic of tobacco reform and AMPAC (American Medical Association PAC).
2,854 words (approx. 11.4 pages), 11 sources, MLA, AU$ 132.95
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Abstract
The writer describes the historical development of tobacco reform, including the social, political and environmental factors influencing its evolution and the key people involved in the development of this issue. It argues that the legislation, regulation and cessation of smoking should be top priorities for Congress, for the American people and for the world. The health risks associated with continued tobacco use do not outweigh the monetary benefits to a few states and corporations. The writer argues that more needs to be done to educate people on how to quit smoking and how to keep young people from starting in the first place.
From the Paper
"Tobacco reform and legislation has been one of the most volatile and controversial reforms undertaken by the U.S. Congress and American Political Action Campaigns (PACs). From the intense lobbying by PACs, to where and how the tobacco settlement money was spent, the tobacco settlement reached in 1998 has been questioned repeatedly, and continued legislation has faced continual blockage and lack of support by many in Congress. The current settlement and legislation has its roots in legislation and studies from the 1960s, which shows just how long the tobacco companies have been fighting for their position ? that smoking is not addictive and harmful. Reform has changed the way many people think about smoking, but tobacco companies still form one of the most powerful lobbies in Washington, and their stranglehold shows no signs up letting up."
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Marketing, 2002.
A discussion on the methods used in direct marketing campaigns.
1,617 words (approx. 6.5 pages), 6 sources, MLA, AU$ 82.95
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Abstract
This paper describes the benefits of direct marketing. Direct marketing includes six different methods, and the paper explains what each one is: direct selling; direct mail ads; direct mail catalogs; telemarketing; direct response ads and interactive electronic media. The paper includes actual examples of each of these methods. The writer believes that in today?s marketplace, direct marketing is a highly effective means of getting ad messages direct to the customer or prospect to produce some type of immediate action.
From the Paper
"Different companies organize their direct selling campaigns in different ways. For example, a company may operate on a one-to-one basis, in which a salesperson gives a personal sales pitch to a potential client, or it may operate on a part plan basis, in which products or services are demonstrated to a group of prospective customers by a salesperson.
Many companies find network marketing or multilevel marketing to be beneficial to their business."
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Magazine Readership and Advertising Effectiveness, 2002.
The paper analyzes the ways magazines have to change with the times and carry out business research in order to target the maximum number of readers and advertisers.
1,539 words (approx. 6.2 pages), 3 sources, MLA, AU$ 79.95
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Abstract
The paper looks at the match a mazagine must make between different readers' interests, advertising and magazine content, focusing on the magazine "Women's day". The paper examines the different questions that must be researched such as: what subjects are covered, what products are advertised, and what are readers of the magazine interested in. The answers to these questions allows a magazine to recognize how it can improve its publication and generate greater advertising interest.
From the Paper
"Woman's Day is a magazine based on providing content that appeals to the average woman. However, as society has changed, so has the average woman. It is no longer appropriate to consider that the average woman is a wife and mother who stays at home and whose main priorities are to cook, clean and look after the children. For magazines like Woman's Day this became a problem when it was realized that it was no longer easy to define what the average woman wanted. In addition, it must be noted that a significant proportion of income for magazines like Woman's Day does not come from the purchasing price but from the advertising revenue (McCracken, 1993, p. 91). A business need for the magazine is to generate advertising dollars. This becomes a problem when the average woman changes. It is no longer appropriate to assume that the magazine is only useful for advertising food and cleaning products. The magazine needs to increase the range of products it advertises to ensure consistent and ongoing revenue (McCracken, 1993, p. 91)."
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Advertising and Sensory Adaptation, 2002.
Examines how sensory adaption affects the advertising industry.
1,521 words (approx. 6.1 pages), 10 sources, MLA, AU$ 79.95
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Abstract
Perhaps no other business understands how people perceive the world as much as the advertising industry. Advertisers tap into the way we react to stimuli, whether visual, auditory or tactile. Through their ads, advertisers are able to influence the way people react to a particular product. The most successful ads tap cause a memorable or emotional response and, most important, trigger purchase. However, advertising campaigns are themselves the products of current social tastes and trends. They are also shaped by the psychological processes of human perception. This paper looks at the perception phenomena of sensory adaptation and how it affects the advertising industry. The first part of the paper discusses the current research on sensory adaptation, how it works and the implications on human behavior. In the second part, the paper discusses examples of how sensory adaptation pushes the advertising industry to constantly create new ads and to generate new ways of selling a product.
From the Paper
"Ad campaigns are not meant to last. Even the most successful campaigns ? like the Snapple Lady and Alka Seltzer?s Plop-Plop-Fizz-Fizz ? are eventually retired. One reason why agencies and corporations spend so much on advertising is because an ad is only good for a limited period of time. After a while of seeing the same thing over and over, people simply tune out. This is the diminishing return effect caused by sensory adaptation. To keep up, companies will pull an ad and come out with a new one, hoping to once again hook the audience?s attention.
In addition to new content, many agencies create ads that are designed to shock. In 1997, for example, The New York Times carried a full-page ad that featured ?Children Made to Order.? The ad maintained that the Gattaca Company could engineer a child based on their parents? preferences for traits like skin color, intelligence and athletic ability. In fact, the ad was not for a bioengineering firm, but for the movie Gattaca. The eye-catching ad succeeded in catching attention by provoking a strong emotional response."
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