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Marketing Tools, 2002.
This is a research proposal for designing a test to determine whether subjective evaluations of a product can be influenced by a spokesperson?s perceived expertise of the product.
2,113 words (approx. 8.5 pages), 16 sources, MLA, AU$ 107.95
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Abstract
This paper suggests a research methodology to isolate and examine the hypothesis that the use of experts as spokespeople can positively influence the subjective evaluation of consumer towards product quality.
From the Paper
"To what degree does the perceived expertise of a product spokesperson influence subjective evaluations of tangible products by consumers? What value does using ?experts? in the marketing process confer to the communication of how company A?s product is better then company B?s product? Many people believe that all you have to do to persuade an audience that product A is better then product B is to declare yourself an expert in the general product category. This ?expertise? has been in the U.S. for many years for marketing everything from wine to snake oil. Studies have been done supporting the theory that expertise has a large impact in persuasion (Harmon & Coney, 1982) whereas other studies have found that expertise has little impact (Benoit, 1991)."
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The Appeal of the Democracy of Goods, 2002.
Applies the 'democracy of goods' advertising concept to three advertisements.
1,247 words (approx. 5.0 pages), 2 sources, MLA, AU$ 68.95
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Abstract
The democracy of goods concepts in advertising allows consumers to believe they can be equal to the rich and famous. In his book "Advertising the American Dream", Roland Marchand describes advertising strategies from the 1920s to the 1940s. In making this analysis, Marchand describes the appeal of the democracy of goods as a major concept underlying the advertising of the period. A consideration of this concept in the paper and how it applies to modern advertising, shows that the concept is effective in describing modern advertising strategies. Some minor changes have occurred in response to changes in society. However, on the whole, the concept, including the desires and ideals central to it, have remained the same. The paper examines three advertisements: pop-star Britney Spears drinking Pepsi, 'James Bond' promoting Jaguar Cars and supermodel Cindy Crawford wearing an Omega Watch.
From the Paper
"Celebrity status now has greater meaning. Individuals that inherit fortunes do not appear in a significant amount of advertisements. However, individuals that achieve success, fame and fortune do. Idealized individuals are mostly movie stars, television stars and sports stars and these celebrities are most commonly featured in advertisements. The amount of celebrities that feature in advertisements can be linked to the desire people have to be something better. Since these people have earned their fortunes in some way, this reinforces to consumers that success is achievable. This makes it easier to believe that having the same product as the successful individual will make them successful also. This advertisement with Britney Spears drinking Pepsi as a means of convincing other people to drink Pepsi is based on the same desires and ideals as the 1920's advertisements. Britney Spears is what people want to be and physical possessions are seen as a way of attaining that same success. By buying Pepsi individuals feel that they are equal to Britney Spears."
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Spam:The Evil of the Computer Age, 2002.
Examining the phenomenon of spam - unwanted bulk email marketing.
2,785 words (approx. 11.1 pages), 10 sources, MLA, AU$ 135.95
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Abstract
This paper begins by discussing and defining the nature of spam. It compares the high costs of telemarketing and bulk mail to the low or no costs of spam on the sender. It also states that the receiver is burdened with the job of deleting and blocking future mail. The writer then looks at various economic issues related to spam - commission received by the sender and the negative effect it has on sincere advertising endeavours. The paper concludes with a discussion on what is being and can be done in the field to prevent and minimize spam.
From the Paper
"In the computer age, spam, or unsolicited e-mail advertising messages, is considered one of the primary evils that e-mail users have to deal with. While some consider spam as no more of an inconvenience than the traditional junk mail, others consider spam the most dire invasion of privacy since the invention of computers. According to a former spammer (Kosseff, 2003), the nearly $1,000 he made per week as a result of spamming practices was not worth the personal costs in terms of hate mail and threatening phone calls. The cost to the spammer however is much cheaper than the cost to the user. Once the initial investments in spamming equipment is made, it becomes very easy to send up to 10 million messages per day. Also, this practice can be set up to work automatically, so all the spammer needs to do is monitor the sending from time to time (Kosseff, 2003)."
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Smoking Labels, 2002.
A book report on the book by Fritschler, A. Lee, and James M. Hoefler. 1996 called "Smoking and Politics: Policy Making and the Federal Bureaucracy".
1,028 words (approx. 4.1 pages), 3 sources, MLA, AU$ 59.95
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Abstract
The writer of this paper reviews the events surrounding the Federal Trade Commission and the ruling that requires warning labels on the packages. By examining the book, the paper considers whether the labeling on packages is an effective deterrent or simply a waste of time and money.
From the Paper
"The dangers of smoking tobacco are no secret. It is promoted in schools, it is advertised on billboards, and it is shown by the refusal to allow tobacco ads on television. There are many ways of warning the public about the dangers of smoking but one of the most strong warnings can be found on the side of each and every package of cigarettes sold in America(Fritschler, 1995). The warning is a federally mandated warning and it is strong and comes straight from the Surgeon General?s office. It is a warning meant to dissuade smokers from the habit and was only ordered after strong opposition from the tobacco industry failed to stop it(MINIMAL CLINICAL INTERVENTIONS http://www.cdc.gov/tobacco/sgr/sgr_2000/factsheets/factsheet_labels.htm). The policy to place the warning on the side of tobacco product packages was put in place after years of arguments between the policy makers and the tobacco industry lobbyists. The warnings were put into place through a series of policy decisions."
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Advertising to Teens, 2002.
This paper discusses the way advertisers market to teenage audiences and why these campaigns are so effective.
1,640 words (approx. 6.6 pages), 5 sources, MLA, AU$ 86.95
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Abstract
This paper states that advertising to teenagers is a big business because teens buy more of many types of products than any other age group. This paper explains that most teens view advertising directed toward them very positively; they view commercials more as reality and do not always realize they are created to sell products, especially when they perceive the ads as infomercials or news, rather than advertisements. The author believes that teens are indeed heavy Internet users, but they trust many other forms of advertising before they trust ads online.
Table of Contents
Introduction
Advertising to Teens
Advertising to Teens on the Internet
The Effects of Advertising on Teens
How Teens View Advertising
From the Paper
"Clearly, advertising to teenagers is an important and vital part of the advertising market, and the most successful advertisers recognize how and where to market to teens. An example of these successes includes the tobacco manufacturers, whose advertisements geared to teen smokers, have been banned due to health issues. There marketing campaigns were so successful, teen smoking is still on the rise, and "Joe Camel" is still a cool icon to many teenagers. One critic noted, "Considering the number of billboards and the coolness of the characters, we wonder less and less about why 90 percent of today's smokers started underage. Concerned educators and government officials have been coming up with ways to help minimize the effect of advertising on teens"."
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Images of Men and Women in Advertising, 2002.
Discusses the article "Media Mirrors" by Carol Moog about Maidenform bra company's advertisements.
1,279 words (approx. 5.1 pages), 2 sources, APA, AU$ 70.95
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Abstract
Carol Moog's article, "Media Mirrors" deals with the changing advertisements of Maidenfrom lingerie. The paper discusses Moog's point that women went from seeing Maidenform commercials as being interesting and empowering to seeing them as embarrassing. The author of the paper argues against Moog's opinion and challenges the idea that the type of underwear one wears determines whether one believes in oneself or not. The paper also examines the role of men in the advertisements.
From the Paper
"From personal experience and observation, I don't agree with the author of the article. I think that Moog portrays women as not really knowing what they want, and as the kind of people who are extensively swayed by advertising campaigns. Granted, it is the goal of advertisers to sway people to buy their product. However, Moog's article almost sounds as though she does not feel that most women are intelligent enough to make choices in their life based on things that are more important than what type of bra they are wearing. Since the article is written by a woman, it surprises me that the article would give off this kind of impression. However, that is the very definite feeling that I received from it."
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Posters, 2002.
This paper deals with posters; how they have evolved and how they are a powerful tool of communication.
2,319 words (approx. 9.3 pages), 5 sources, MLA, AU$ 115.95
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Abstract
This paper looks at how posters have always carried with them the ability to communicate in a unique way. When combining art with other interests, posters can become powerful tools of communication. The paper gives examples of how posters can promote a cause, sway peoples opinions, and be used as art. It concludes with proof that posters can capture the mood and culture of an era and represent effective uses of design elements.
From the Paper
"This new art movement became known as Art Nouveau, which was the leading international decorative style of the early nineteenth century. Art Nouveau posters featured a flowing line which was inspired from nature. The style of this movement was all-encompassing, gathering influence from architecture, graphics, and furniture. Art Deco became the leading international decorative style after World War I and maintained popularity until World War II. Art Deco is best described as a machine age aesthetic, replacing the flowing line of Art Nouveau with streamlined, geometric designs with designs that represented speed and power. Other poster movements that created trends were Capiello, Object Posters, International Typographic Style and the Poster Style."
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Proctor and Gamble, 2002.
This paper discusses the history and marketing of Proctor and Gamble (P&G) with emphasis on Tide Laundry Detergent.
4,820 words (approx. 19.3 pages), 13 sources, APA, AU$ 199.95
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Abstract
This paper states that P&G?s rise to the top was predicated on innovation, in product development, market research and in advertising. The author believes that not only is P&G?s in touch with the pulse of the world?s culture but also they have been active contributors to that culture?s formulation. The author relates that the name Proctor and Gamble is known to consumers around the globe because the company has consistently maintained one of the largest advertising budget of any consumer company in the world.
Table of Contents
Introduction
History
Segmentation
Brand Loyalty
A Deal with the Devil
Price Wars
Future
From the Paper
"P&G was founded in 1837 when a Cincinnati father suggested that the two men married to his daughters, one a candle maker, the other a soap maker, should form a company together. The brother-in-laws, William Proctor and James Gamble, both Irish immigrants had settled in Cincinnati and met through the sisters they married. Each invested about $3500 a piece to form the start-up of a company that specialized in making soap and candles. In 1850, their trademark moon and stars logo began to appear on all their products. That trademark would become a source of P&G?s greatest marketing setback, when it was falsely linked to Satanism a hundred years later."
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Re-Engineering Mercedes Benz, 2002.
The paper looks at the automobile company Mercedes Benz and the ways in which it has had to change its marketing strategy in order to survive after the 1980s.
1,369 words (approx. 5.5 pages), 8 sources, MLA, AU$ 73.95
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Abstract
In the 1980s the company Mercedes Benz was able to market its luxury cars to the public. However, the paper points out the difficulties the company faced later trying to sell a product with such a narrow client-base. The writer gives the background of the struggles of this company and the new marketing strategy that has begun to take shape.
From the Paper
"Every year, Mercedes Benz spends millions of dollars sponsoring sporting events and advertising to sports fans. They use a service provided by ESPN that makes sports market research information accessible over the Internet to help determine target market segments and adapt sports sponsorship strategy to the changing marketplace ensuring high-impact sports marketing programs. ESPN/Chilton provides a data warehousing product, Sports Poll Interactive, to give highly detailed answers to the most pressing market demographic questions. An example would be the ability to use this secondary data to explore the market of young, outdoor enthusiasts who participate in different types of sports than those currently sponsored, in conjunction with marketing the new M-class sport utility vehicles and 4-wheel drive options on sedans."
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Discrimination against Women, 2002.
This paper is an essay that discusses discrimination against women in a capitalistic society.
1,215 words (approx. 4.9 pages), 5 sources, AU$ 67.95
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Abstract
The author expresses her view that while capitalism has benefits to some, it is a powerful pressure on women around the world. The paper states that despite all the advances women have made in American politics and attaining corporate power, globally, women are still the second sex victums. The paper discusses sexual stereotypes in advertising, prostitution, sex trafficking, package tours for sex and bride burning in India.
From the Paper
"The pressure of encroaching capitalism, which is slowly emerging in developing nations of Asia, for example, brings with it a resurgence in prostitution. Women in Asia, particularly, are regarded as a commodity. Due to the globalization, the effects of capitalism and their governments' inability to provide employment, many of the women from Southeast Asia adopt prostitution. Most of these girls and women come from very poor places and slums where they do not have any food, shelter even clear drinking water. Often they carry the burden of supporting their families as well, and it is common practice for daughters to leave their home in the rice fields to go to the cities to prostitute themselves."
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Advertising Prescription Drugs, 2002.
This paper discusses the history and problems of advertising prescription drugs.
1,020 words (approx. 4.1 pages), 6 sources, AU$ 59.95
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Abstract
The paper discusses the problem of patients receiving prescription drugs, which they do not actually need because they see the advertising and demand that their doctors give them these drugs. The paper explores the positions of the American Medical Association and the Federal Drug Association. The author concluded that until the drug companies stop hiding the truth and exploiting their drugs, the federal government should do its best to control what the advertisements say and to eliminate loopholes within the law, so that these ads will stop misinforming the public about what the drugs can actually do.
From the Paper
"Drug companies that portray their drugs to improve substantially the lives of the afflicted individuals are not quick to stress the dangers and serious side effects that can endanger lives. The new drugs advertised have a twenty percent chance of ending in an FDA drug recall or having additional FDA safety warnings placed on their labels within 25 years. Advertisements account for hundreds of millions of dollars every year that drug companies spend."
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Smoking, 2002.
A paper which examines the causes and effects of smoking tobacco.
874 words (approx. 3.5 pages), 2 sources, MLA, AU$ 51.95
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Abstract
The causes of smoking are proven to be social and psychological in nature, and these causes are often passed on as ?physical need? when a smoker becomes addicted with smoking. This paper examines the most common causes of a person becoming addicted to tobacco smoke, including the need to relax, and the need for a psychological image of 'cool' among youngsters. The paper also examines the effects of smoking, ranging from economic benefits to the tobacco industry, the bad mental and physical effects on the human body and a general burden on society.
From the Paper
"These reasons are the underlying causes why smoking remains to be a popular social human activity. But its harmful effects are not advertised or advocated by the media, because it will effectively decrease cigarette sales if smoking is proven and prevalently known that it is a harmful and dangerous activity. Smoking can affect the physical, psychological, and emotional health of an individual. The physical effects of smoking is already a public knowledge among smokers, but the psychological and emotional effects of smoking is still refuted, but studies have been conducted that proves that smoking can cause distress and depression to smokers. There is also the growing issue of ?second-hand smoking,? wherein non-smokers are in greater risk of acquiring respiratory diseases through the inhalation of smoke coming from smokers. This issue illustrates how smoking not only affects the smoker, but other people, and the society as well."
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Customer Targeted Marketing, 2002.
A paper which explores how a company strategically changes from a traditional marketing approach to customer targeted marketing.
2,495 words (approx. 10.0 pages), 10 sources, APA, AU$ 122.95
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Abstract
In today?s society it is critical that every business possesses a strong marketing plan that incorporates the best interests of the firm in order to promote profitability. This paper shows that in the wake of the volatile economic conditions that the United States is currently experiencing, it is increasingly important to concentrate marketing efforts towards the customer rather than the traditional brand-focused arrangement. This paper provides insight into the traditional and customer targeted marketing plans and how they work in organizational efforts to increase profitability. Furthermore, an analysis of the need for customer-focused marketing is established. Finally, a viable transition plan is determined and evaluated for its feasibility in the achievement of growth and the sustainability of a firm.
From the Paper
"In many firms, it is often believed that the primary key to success in the marketing area is to establish a strong recognizable brand or series of brands that promote customer interest in the product because a strong brand image denotes quality and longevity. For example, the Martha Stewart brand of home d?cor products has been very successful since its inception and promotion at Kmart stores throughout the United States. However, it is only natural that this brand interest will eventually wane with the onset of new products and unique marketing efforts raised by other firms. Much of this activity can be attributed to the relative ease of starting new businesses for new entrepreneurs and the amount of capital available for promoting growth and sustainability. As a result, it has been determined that the Martha Stewart brand requires a boost in order to sustain its image and profits. The brand is already recognized and is synonymous with the Martha Stewart television show and magazine. However, in order to enhance customer relationships, new strategies must be developed that will deliver value to the franchise and optimize and leverage the customer base while simultaneously extending the brand image (Davis 10). These activities will provide a new direction for the firm to promote its quality and attractiveness to a new and existing customer base."
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Cadillac?s Escalade, 2002.
A marketing critique of the Escalade by automobile manufacturer, Cadillac.
1,467 words (approx. 5.9 pages), 5 sources, MLA, AU$ 78.95
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Abstract
This paper analyses and examines the multitude of issues related to Cadillac?s Escalade. It offers an environmental description of Cadillac?s Escalade, including its competitors, the company, and consumers. A marketing description of Cadillac?s Escalade is provided, including an evaluation of the price, product, promotion, and distribution. The paper presents a critique of Cadillac?s Escalade marketing strategy. The paper concludes with recommendations for improving the marketing of the Escalade.
From the Paper
"Few automobile makes have enjoyed the success that Cadillac has. Not only has Cadillac been able to remain successful over numerous decades, but also across various generations of consumers and with different types of automobiles. One reason why Cadillac was able to achieve such great success and to maintain its success throughout many decades is its willingness to respond to ever-changing consumer preferences, both in terms of designing automobiles as well as marketing such automobiles. In addition, Cadillac has been able to maintain and cultivate one of the highest levels of consumer loyalty."
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Hitler?s Rise to Power and the Media Wars, 2002.
A paper which examines the similarities between Hitler's use of propaganda to maintain his power and current product marketing campaigns.
3,679 words (approx. 14.7 pages), 12 sources, APA, AU$ 165.95
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Abstract
This paper shows that while some call Hitler?s pamphlets, radio programs and book ?propaganda,? to Hitler they were just good ?marketing.? Hitler constantly used his ?propaganda machine? to tear down the credibility and as defense to negative propaganda being distributed by his sworn enemy, the United States. The paper examines how Hitler used many forms of media to distribute his messages to the masses, including dropping pamphlets from the Hindenburg, one of Nazi Germany?s finest shows of strength and power. This paper compares Hitler's use of this form of propaganda to the the way in which advertizing companies and other forms of media promote products and images, concluding that both are effective forms of brainwashing.
From the Paper
"This ?Propaganda War? grew to epic proportions that would make the best Superbowl advertisers of today proud. Both sides sent a barrage of pamphlets, books, and radio broadcasts, posters and many more creative mediums in an attempt to break the public?s confidence in the other side. When the United States launched their own propaganda war, Hitler tried to use this against them also in a ?look what the meanies are trying to do us? type of idea. He tried to use the United States media campaign to gain credibility for this own cause. The media campaigns used by both sides were impressive."
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Interpreting Jack Daniels, 2002.
An analysis of a Jack Daniels ad in a special collectors? edition of "Rolling Stone" magazine.
646 words (approx. 2.6 pages), 4 sources, MLA, AU$ 38.95
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Abstract
This paper first describes the magazine; its demographics and target market. It then analyzes the whiskey ad and gives possible interpretations.
From the Paper
"The November edition of Rolling Stone Magazine is quite eye-catching. They have printed special collectors? editions with not one, but three different covers. All covers use characters from ?The Simpsons? television cartoon.
The magazine I purchased features the backside of character Homer Simpson. He is in a pose much like that of music artist Bruce Springsteen?s ?Born in the U.S.A.? release. Homer wears a white t-shirt and has a red baseball cap tucked into his rear pocket. It was a well-remembered album cover, which is important to note because the other magazine covers also reflect memorable albums. Nirvana had a cd cover of ?Nevermind? with a baby under water, eyes wide-open and reaching out to grab paper money in front of him. Rolling Stone used Bart from ?The Simpsons? to duplicate this idea, grabbing a dollar bill with Krusty the Clown pictured on it. The third collectors? cover features the entire Simpsons family walking across the British crosswalk, as in the Beatles? ?Abbey Road? cover."
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