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Machiavelli's "The Prince", 2001.
This paper looks at how it seems the tobacco companies took a few notes from Machiavelli's treatise on ruthless leadership, "The Prince".
1,405 words (approx. 5.6 pages), 5 sources, MLA, AU$ 73.95
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Abstract
This paper is an ethical analysis of "The Prince" using the tobacco companies as an example. The author discusses the most critical, repulsive, and useful points of Machiavelli?s work, and examines the Machiavellian techniques the tobacco companies have employed in their business and reviews the effectiveness of such techniques.
From the Paper
"Niccolo Machiavelli?s The Prince is one of the most controversial yet enduring political manifestos regarding the differing types of military affairs, principalities, and qualities of a great leader. The Prince has been referenced by academics, directors of corporations, and politicians for centuries, as it provides general, historically proven advice for principalities and republics on how to govern and maintain relations with their most important resource and the essential core of their power, i.e., individual citizens."
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Ford Motor Company Campaign for 2002, 2001.
A suggested marketing campaign for Ford Motor Company for 2002 with a new angle and focus.
1,300 words (approx. 5.2 pages), 2 sources, MLA, AU$ 68.95
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Abstract
In this paper, the writer explores a new marketing strategy for the Ford Motor Company for the year 2002. The writer plans to market the car as the "All American Car" and focus on the family while bringing in angles of family and social values. The catch phrase being "Ford is America" is used and a marketing strategy is presented.
From the Paper
"But there are regions Ford doesn't appear favorably, especially the developing nations of Central Europe, Africa, or Asia. What people want the world 'round in a car is the same: a long-term, reliable vehicle at a low price that's fuel efficient with outstanding safety, and stylish. Americans will own several cars in their lifetime. My target in the domestic promotional campaign is to make those automobiles Fords, whether it's their first car, a new car for an expanding family, or a car in for the retirement years. My campaign proposal is designed to strike various sectors of the public. To accomplish that, I am proposing a product identification campaign, using situations or settings that reflect the US domestic market with individuals who appreciate driving Ford motor vehicles. It has to be an all-encompassing spectrum of the societal fabric of America."
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Advertising the Lever 2000 Bodywash, 2000.
An analysis of what makes good and bad advertising.
847 words (approx. 3.4 pages), 0 sources, AU$ 48.95
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Abstract
This paper presents a brief opinion paper on the ad process used to market a particular the Lever 2000 bodywash. The paper focuses on the magazine ad, and its psychological aspect.
From the Paper
"The reason that I selected the Lever Bodywash ad is that although it seems to be an average, typical presentment of a personal hygiene product, it contains several unique advertising techniques that I found to be interesting and worthy of note. "
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The Ultimate Smoke Screen, 2000.
A discussion of advertising and the tobacco industry.
2,294 words (approx. 9.2 pages), 8 sources, AU$ 110.95
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Abstract
This paper examines the statistics on smoking and the tactics that tobacco companies use to advertise their products in order to show how advertisers convince smokers to use their products, despite the obvious risk to their health.
From the Paper
"Advertising is defined as the activity of attracting public attention to a product or business, as by paid announcements in print or on the air. Advertisers make public announcement of their products, especially to proclaim the qualities or advantages of a product or business in order to increase sales. But in order for a product to be effectively advertised, it must have a major selling point in order to appeal to consumers. In the case of tobacco products, there is no obvious benefit to the consumer other than the gratification of their nicotine habit, and the advertisers are not interested in pointing out that their products are potentially addictive. Consequently, tobacco companies downplay the possible health risks associated with smoking and secondhand smoke. In addition, the Federal Trade Commission has prohibited tobacco companies from using television to advertise their products since the 1970s in order to discourage impressionable consumers from beginning the smoking habit. Therefore, the problem is that advertisers for tobacco companies have had to seek ways to present their products to the consumer without having to disclose the health risks that cigarettes pose to their customers and those people in the smokers? environment without violating FTC rules. Some of the ways that they have persuaded consumers to use their products is through icons such as Joe Camel, the sponsorship of sporting events, through Websites that oppose the findings of researchers, and through direct mail advertising campaigns that rally smokers through an appeal to their rights and freedoms. "
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Advertising and Consumerism, 2000.
Discussion about how advertisers target and take advantage of consumers.
2,353 words (approx. 9.4 pages), 4 sources, AU$ 114.95
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Abstract
This paper looks at the way advertisers take advantage of consumers by creating false needs in their market and feeding on those needs. The paper includes an analysis of television and magazine ads, subliminal advertising and advertising ethics.
From the Paper
"Advertising is defined as the action of attracting the public?s attention to a product or business. The methods that have developed over the years to attract consumers? attention have been very sophisticated and, in some cases, unethical. As potential buyers of goods and services, we Americans are constantly bombarded with advertising gimmicks in all print and broadcast mediums to the point where we have become jaded to the sales pitches that surround us. It can be argued that the attempts of retailers and businesses to get our attention and convince us to buy their goods and services are not, in themselves, unethical or dangerous; the unfavorable aspects of advertising result when the advertisers use questionable techniques to influence consumers. "
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Advertising - is it a Consumer Trap ?, 2003.
A critical review of the effect of advertising on the general public.
1,130 words (approx. 4.5 pages), 2 sources, MLA, AU$ 62.95
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Abstract
The paper discusses the positive and negative aspects of advertising in America. The paper asserts that for business to move in positive direction, both negative and positive methods of advertising are necessary to attract business and to save a business. The paper then concludes that, ultimately, advertising plays an essential role in our economic engine.
From the Paper
"Starting with the good, one can ask a question to the readers of this essay, and that is this: What type of ad do you remember the most? And the answers will most likely be "the funny ones" or "the stupid ones" even a commercial one complains about still stays in his/her mind! But that is what the ad writers are trying to do, get people to remember their ad. But the bottom line is that the person remembers the ad and when making a decision to buy something, that brand name comes to mind first. But this again is good; the entire survival of a company depends on the simple act of you buying their product. "
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Marketing Analysis: Dove's Campaign for Real Beauty, 2008.
Analyzes Dove's unique and very successful marketing strategy, Campaign for Real Beauty, which took an old idea and presented it in a new and different way.
2,780 words (approx. 11.1 pages), 8 sources, APA, AU$ 129.95
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Abstract
This paper explains that, because consumers are bombarded each day by thousands of messages, the challenge for advertisers is not only to get their advertisements noticed but also to have consumers remember them. The author points out that, through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. The paper discusses the way that Dove's Campaign for Real Beauty used an eye-catching and discussion provoking message plus promoted the sharing of ideas among consumers with similar interests. The author stresses that this interactive meeting of real people and the subsequent exchanging of ideas, experiences and support is what made the campaign a true marketing success. The paper includes many color illustration and charts.
Table of Contents:
Executive Summary
Introduction
Integrated Marketing Communications Plan
Objective
Strategy
Target
Proposed Elements
Advertising
Website
Public Relations
Integration of Campaign Elements
Success in Meeting Objectives
Recommendations
Appendix 1: Dove History
Appendix 2: Promotional Mix
Appendix 3: Dove Websites
Appendix 4: Competitor Websites
From the Paper
"Since the inception of the campaign in 2004, Dove has seen double digit growth in a category that typically grows at 2-3% per year . The campaign for real beauty has won countless awards and the campaign website has received more than 2.5 million visitors . The brand has significantly increased its emotional appeal amongst its target market with associations such as "confident", "fun" and "energetic". The high-risk bet that Unilever made paid off; Dove was able to increase market share, create an exceptional marketing campaign, and all while preserving the practical strengths of the brand."
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Intellectual Property Law - 'Passing Off', 2006.
A discussion on how the law of 'passing off' protects the descriptive and the functional.
1,894 words (approx. 7.6 pages), 3 sources, MLA, AU$ 95.95
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Abstract
This paper examines the intellectual property law of 'passing off'. The paper explains that the law of 'passing off' is a common law right of action in the law of tort and is based on the premise that 'nobody has any right to represent his goods as the goods of somebody else'. The paper looks at how the action is effectively one of unfair competition, and applies generally to situations where there is no registered trademark or any other intellectual property right. The paper then points out that a typical scenario would be when a defendant uses an unregistered trademark normally used by a claimant, and in so doing, represents the goods or services in such a way that the public is deceived into thinking that they are being offered by the claimant. The paper also explores how protection under the law of passing off is very much dependent on how much importance consumers place on the part when purchasing the product in question. In conclusion, the paper shows that the courts generally adopt a restrictive approach towards protecting the descriptive and the functional because granting such protection will have a negative effect on the market, and ultimately this is a question of fact, and the courts will look at all the circumstances of each case before making a decision.
From the Paper
"So long as these criteria are fulfilled, the claimant would have successfully established 'goodwill' for his goods or services, but a descriptive mark runs the greatest risk of becoming too distinctive over time that it is deemed generic. By losing its ability to indicate source, the claimant can no longer rely on the law of passing off to protect the mark. This danger has been highlighted by the case of Linoleum Manufacturing v Nairn [1878], where the public began using the term 'Linoleum' to refer to the product generally, without connoting the source of manufacture. As such, the courts will be reluctant to allow monopoly over such terms so as to promote healthy competition in the marketplace."
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Mainstream Television Commercials, 2005.
This paper analyzes television commercials, which were aired during an episode of "CSI: Miami", a prime time television show, on September 19, 2005.
1,790 words (approx. 7.2 pages), 9 sources, MLA, AU$ 90.95
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Abstract
This paper explains that three types of commercials, aired during "CSI: Miami" on September 19, 2005, were aimed at selling female products, male products and the TV station itself. The author points out that these commercials were structured to appeal specifically to either males or females. The paper relates that commercials geared to attracting women are more populist in that they appeal to the female drive to visually fit in with the expectations of American society. The author states that commercials geared to attracting men are more elitist in that they are based on the motivation to have the bigger and better product so they will be the source of envy for others. The author underscores that both methods do not attempt to sell a product that the viewer may necessarily need, but rather sells the social implications that come with the acquisition of the product.
From the Paper
"The clothing commercials flaunt women that are single digit sizes strutting around while men check them out in their brand new attractive JCPenny and Marshalls Fall wear. They are always smiling and laughing as they dance around looking very comfortable and self confident. The colors used in these commercials complement the models. Since it is an autumn line, the ad is filled with earth-tones. For example, a red haired model is wearing a red scarf and a brunette is wearing a brown sweater. The colors support the models to show them in their best light, thus amplifying the attractiveness of the clothing being sold."
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Management Theory and the Coca-Cola Company, 2008.
An analysis of the success the Coca-Cola company, focusing on various management methods.
1,758 words (approx. 7.0 pages), 7 sources, APA, AU$ 88.95
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Abstract
This paper examines the successful strategies and management skills employed by the Coca-Cola company. It explains that Coca-Cola is seen every where, sports events, television, movies, billboards, and many other media outlets and that the visibility of the product is a true testament to the force behind the product. The paper looks at how everyday managers at all levels in 200 countries exercise the four management functions as they produce products which are consumed daily by the entire world. The paper also notes that globalization has brought 200 countries to produce Coca-Cola products, and that Coca-Cola leaders are able to maintain control over globalization by making exchanges, sponsorships, or agreements with foreign governments to run their manufacturing sites internationally. In conclusion, the paper shows that Coca-Cola has had an effect on American culture and continues to influence our way of life and Coca-Cola management will continue to place a magnifying glass on the consumer in an attempt to discover a trend which will give the company an advantage over its competitors.
From the Paper
"Innovation is certainly always part of the Coca-Cola Company and is why they advertise different styles of bottles, prints on cans, and items which do not have anything to do with a drink such as stuffed animals, T-shirts and caps. Producing different kinds of products involve technology. If a new product is planned to be launched, not only research for demand and possible sales prices should be conducted through an opportunity analysis. In order to be cost efficient and at least break-even, the kind of production line and machinery needed to produce the item has to be assessed and analyzed. A detailed business plan should show the strengths and weaknesses in order to help managers and executives in the decision making process, also called SWOTT analysis. At that point, an idea can become a goal. Technology also helps to communicate the plan via information technology such as e-mail and inter-/intranet to the people who make it happen. Management needs to plan for the skills necessary to accomplish the task."
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Attack Advertisements, 2008.
This paper explores political candidates' negative ad campaigns and their impact on voter turnout.
1,441 words (approx. 5.8 pages), 5 sources, APA, AU$ 74.95
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Abstract
The paper discusses how in recent election cycles in the US, the campaigning of candidates has been undermined by an increasing dependency upon the discrediting of electoral opponents through negative or attack ad campaigns. The paper shows how the impact has been significant, demonstrated both by a divided but pertinent effect on voter turnout and a direct effect on the focus of campaigns on issues. The paper provides examples of the effects of negative ad campaigns. The paper concludes that as long as voters choose to respond to such rhetoric, politicians will continue to employ it as a vital element of the modern campaign.
From the Paper
"The American political process is designed to present voters with their choices of candidates through a campaign period, in which those desiring to hold the office up for occupancy engage in a campaign to tell Americans who they are, what they've accomplished and what they stand for. However, in recent election cycles, this ambition has been undermined by an increasing dependency upon the discrediting of electoral opponents through negative or attack ad campaigns. The impact has been significant, demonstrated both by a divided but pertinent effect on voter turnout and a direct effect on the focus of campaigns on issues. As Wattenberg and Brians (1999: 891) note, "few developments have altered the character of American election campaigns as dramatically as the rise of negative television advertising.""
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The Regulation of Advertising Alcohol, 2008.
An analysis of the implications of the lack of government control of the marketing and distribution of alcohol.
1,956 words (approx. 7.8 pages), 8 sources, APA, AU$ 98.95
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Abstract
This paper discusses the legal outlook to the marketing and distribution of alcohol in the United States. It looks at the current judicial precedent and suggests that it favors a protection of the First Amendment and a consequent protection of the interests of the alcohol distributor. The paper argues that the lack of government regulation allows the retailers themselves to govern industry standards concerning advertising methods.
From the Paper
"However, in this case, we might look at a precedent-setting case from 1977 concerning contraceptives, in which the court struck down efforts to prevent the advertising of contraceptives as a result of the fear that such advertisements might reach and influence the behaviors of the young. Those in favor of restricting the advertisement of contraceptives insisted without scientific evidence that the promotion of contraceptives was creating patterns of underage sex. Failing, though, to establish that this was the case, anti-contraceptive lobbyists were forced to concede that "here the advertisements in question merely state the availability of products that are not only entirely legal, but constitutionally protected." (Brennan, 1) Therefore, there may be no justification to prohibit any form of alcohol advertising in the absence of compelling evidence that very specific cases of advertisement can be tied to very specific patterns of underage drinking."
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Advertising to Children, 2007.
This paper argues that action must be taken against unethical advertising that is causing harm to children.
2,340 words (approx. 9.4 pages), 19 sources, APA, AU$ 112.95
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Abstract
This paper explains that, instead of viewing children as young individuals who need to be nurtured, advertisers are using children as mere tools to get at their parents' wallets. The author points out that a key focus of the advertising world is to make the child brand loyal at a young age. The paper reports that psychologists advise companies to get children to pester their parents into buying the product through "child-aimed advertising". The author relates that advertisers use sex tactics to make children, especially girls, think that by buying their products they will be "grown up". The paper stresses that, just as countries around the world have adopted policies protecting children from the effects of advertising, the U.S.must do the same. The paper has an annotated bibliography.
Table of Contents:
Influence through the Ages
The Advertisers and Their Focus
The Range of Media
Advertising around the World
Suggestions for a Child Advertising Free Future
From the Paper
"Advertisers benefit from the fact that children have not formed many memories at such a young age. Advertisers then pursue the child for a spot in their heads that can last for years to come. "The great thing about them is that their memory banks are relatively empty so any message that goes in gets retained." When advertising to children, companies go out of their way to ensure that their "target audience" is being sought out, reached and then compliant to the company's urges for the child to purchase the product."
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Marketing Estee Lauder Products, 2007.
This paper looks at the marketing of an Estee Lauder product via the Internet.
1,052 words (approx. 4.2 pages), 7 sources, MLA, AU$ 57.95
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Abstract
The writer discusses whether using web-based advertising will encourage retailers to carry Estee Lauder's Advanced Night Repair Concentrate. The writer looks at this issue keeping in mind that a "pull strategy" is used to encourage consumers to ask retailers for the promoted products, rather than purchasing it directly from the company on its website, since online shoppers for cosmetics are unlikely to be in-store cosmetics shoppers. The writer notes that one must consider the promotional aspects of the product, advertising, where the product is in its life cycle, and the types of advertising strategy used whether it be a push or a pull strategy. The writer argues that through this relatively new medium, Estee Lauder's strategy to advertise online will work well in promoting Advanced Night Repair Concentrate leading to more interest in the product and consequently more sales.
From the Paper
"In addition to advertising, there are other types of promotions that must be used to form the base of a promotion mix. Personal selling involves relationship building and builds brand loyalty. Sales promotions are aimed at lagging sales and usually are quick and short-lived. Public relations build a good corporate image. Direct marketing is used to target individuals and hopes to gain lasting customers. Each of these plays a role in the overall mix depending on where a product lies in its life cycle. A product life cycle is where in the overall timeline a product lies. Stages consist of introduction, growth, maturity, and decline. These stages are characterized by the revenue generated by the product and determine what type of promotion and advertising will be most successful historically. The first two stages involve heavy advertising and promotion to a broad audience to build consumer awareness. Once in the mature stage, advertising decreases but promotions and personal selling continue. As a product declines, advertising and promotions discontinue and manufacturers try to liquidate the product."
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Tweens Market Influences, 2007.
An analysis of the expanding tween (tween is a word which describes an age group of pre teens aged 8-12) market and its influences on restaurants and retailers.
1,060 words (approx. 4.2 pages), 4 sources, APA, AU$ 59.95
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Abstract
This paper examines a new business plan for the small but rapidly expanding Australian fast food chain restaurant. The writer discusses the ethical and legal issues when marketing to tweens and when acquiring finance for marketing, as well as the correct way to market to tweens without upsetting laws and still remaining ethical in the process. The paper further explains how branding and image marketing is an excellent opportunity to capture a larger chunk of the tween industry.
Table of Contents:
Introduction
Strategies to Market to Tweens
Ethical/Legal and Business Issues when Marketing to Tweens
Communications
Branding, Image Marketing
Finance
Expectation of Sales
Conclusion/Recommendations
From the Paper
"The Tween market is an ever growing market which has grown from 15% in February 2002 - 40% in December 2004 (Marek 2006, p. 1) and has seen marketers take advantage of Pre teens aged 8-12 in an effort to capitalise on this enormously expanding market. Recent increases in sales in the market segment have seen the small but rapidly expanding Australia fast food chain restaurant want to increase its market share by increasing revenue through intelligent marketing. Tween have influences of parent and their decision making when purchasing products. This report will outline strategies used to market to tweens and the ethical issues involved in the process."
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Proctor and Gamble (P&G) India, 2006.
This paper is a marketing study to analyze Proctor & Gamble's (P&G) launch of its Bounty paper towels into India.
5,685 words (approx. 22.7 pages), 10 sources, MLA, AU$ 215.95
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Abstract
This paper explains that, although Proctor and Gamble (P&G) has had a presence in India for nearly 15 years, it has not yet marketed its globally very successful Bounty paper towel product in this country. The author points out that, because currently in India paper towels have a very limited presence and because Indian families are often very traditional in their ways of living and culture, Bounty would have to become one of their social preferences for cleaning spillage and messes. The paper recommends that P&G 'piggyback' Bounty paper towels on existing distribution channels used for P&G's other household items and that the marketing team for this product should be made up of existing P&G India employees.
Table of Contents:
The Business Concept
Why Export?
Sources of Information
The Target Market
Size and Dynamics
Competitors
Customers
Market Objectives
Pricing Strategy
The Product
Market Entry
The Political Environment
The Business Environment
Entry Strategy
Sales and Distribution
Positioning and Messages
Possible Marketing Techniques
Implementation
From the Paper
"One of the most prominent manufacturers of paper towel products in India is the Kimberly-Clark Lever (K-C) Company. K-C has annual sales of US$15.1 billion and distributes its products in more than 150 countries. K-C specializes in manufacturing paper products and has launched Kleenex and Scott brand paper towels in India. K-C has saturated 17% market share in the Indian paper products market. These products have features such as quilted embroidery that allow for quick absorption. Also, the paper towels are packaged as single sheets as opposed to rolls."
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