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Effectiveness of Advertising, 2007.
This paper discusses how to effectively measure an advertisement's effectiveness.
1,474 words (approx. 5.9 pages), 8 sources, APA, AU$ 73.95
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Abstract
In this article, the writer discusses that with advertising costs accounting for a large portion of a marketer's budget, justifying these costs and measuring their impact is becoming increasingly important. The writer maintains that it is crucial not only to identify a particular ad that is not working but also to determine methods for improving and optimizing existing advertisements. The writer further points out that since it is often difficult to tie a sale to a particular advertisement, measuring the success of a campaign relies on other research methods to uncover the communication effects, including brand recognition and consumers' intention to purchase a product. Additionally, the writer notes that in order to effectively measure an advertisement's effectiveness, a marketer should employ three types of research: developmental, concurrent, post-testing.
From the Paper
"Especially in a cluttered ad environment, it is crucial for an advertisement to be eye-catching and attractive to grab a consumer's attention. Concept testing is an effective method for uncovering advertisements with the most potential to stand out among competitors' communications."
"Unlike message strategy research and concept testing, which analyze various concepts of an advertisement to expose the preferred version, pre-testing assesses the strength of the finished message and predicts how well it will perform. Popular methodologies of pre-testing include portfolio tests, jury tests and theater tests. Portfolio tests are used to test variations in advertisement copy by packaging them together and asking target consumers for insight to their preferences."
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Commodities and Sexual Identities, 2005.
This paper explores the ways in which people use commodities to construct and express sexual identities.
1,949 words (approx. 7.8 pages), 6 sources, APA, AU$ 94.95
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Abstract
In this article, the writer questions whether items owned by individuals are used to secretly express feelings without speaking. In the course of the essay, the writer draws upon points from various sources in an attempt to discuss the ways in which commodities are used to construct and express sexual identities. The writer concludes that there is no doubt that there is a correlation between the forming and expressing of sexual identity and the purchasing of commodities to heighten that expression or image. The writer maintains that commodities can be used to create an identity, variate an identity or perhaps to just further emphasize an identity.
From the Paper
"In all these cases, there is one association formed between the product and an element. Lynx attracts females. The cause is the application of the fragrance, the effect is that females are attracted. Therefore, it can be assumed that if a male wanted to express his sexual identity he could purchase Lynx with the idea that it will transform him into a guy that would be seen as a sex symbol to other females."
"As we live in a capitalist society, we tend to feel a lack of control over the occurrences in our life as we grow up. This is coupled with the fact that while growing up, the notion that money is power is brought upon us - with power representing happiness. Therefore, it is not surprising that people try to find a possible way to control the environment around them. It was found that consumption offers a form of control over oneself and how one is perceived socially."
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Thomas Cook, 2007.
A brief review of the website of the multinational travel agency, Thomas Cook.
714 words (approx. 2.9 pages), 2 sources, MLA, AU$ 38.95
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Abstract
This paper looks at the Thomas Cook website and discusses its strengths and weakness from the perspective of a potential customer. The paper points out that navigation on the site is a strong point, but the site's actual content is weak. The paper concludes that there are some improvements that should take place so as to advance the site and make it more attractive and appealing to its target audience.
From the Paper
"On the other hand, content is imperative for any website to attract the audience, but, unfortunately, Thomas Cook's web site content represents a weak point in the web site. Internet sites should be updated daily or weekly in order to attract the audience and to make the information more reliable .Thomas Cook's site is not an updated site, so the audience will not be interested to visit it or to deal with the agency for future trips. For instance, people who are interested in traveling all over the world need updated sites in order to trust the agency information. The awareness advertisements make the consumer confused about using the Thomas Cook's website or packages, because it is an unorganized awareness advertisements. "
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Children and Consumers, 2007.
An analysis of the relationship between consumer behavior and children.
2,067 words (approx. 8.3 pages), 6 sources, MLA, AU$ 99.95
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Abstract
Children wield enormous purchasing power, both directly and indirectly. They are able to persuade and influence parents on what to buy. The aim of this paper is to see by which means children "learn" to act as consumers and what they buy, according to their age, their social status and the message children want to express through the things they buy. It looks at how marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.
Outline:
Importance of the Children's Market
Socialization of Child Consumers: Role of Parents and Peers
What do Children Consume
How Marketers Target Kids: Advertising to Children
From the Paper
"Age is a primary factor in determining how children manage the decision process. Young children depend almost exclusively on internal factors when making decisions, product choices. The decision and adoption processes are driven by satisfying his or her internal needs or wants. As children grow into adolescence and the teenage years, their experiences and identities continue to develop and the external factors, the learned behaviour, begins to dominate the consumer decision process. Reference groups influence behaviour by means of providing examples of behaviour for teens to draw social comparisons of themselves to others
The socialization process is a function of growth and maturation. It is also shaped by other sociocultural factors such as schools, peers, social class, self-concept, family and media. "
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The Promotional Analysis of Ambien, 2006.
An analysis of the impact of marketing on the sleep medication, Ambien.
1,185 words (approx. 4.7 pages), 4 sources, MLA, AU$ 61.95
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Abstract
In today's increasingly competitive and regulated pharmaceutical industry, a successful marketing campaign and company growth are directly linked to being able to understand and out-market the competition. Access to and control of information has always been a critical factor in successful marketing. To be competitive most pharmaceutical companies today need more than just one source when trying to promote their product. This paper focuses on one popular item in the pharmaceutical industry, the sleep aid Ambien. The paper looks at how it is being advertised in three different selected sources and the impact of these sources on its target audience.
Outline:
Abstract
Promotion Analysis
Conclusion
From the Paper
"The product Ambien is reaching a turning point in the Product Life Cycle going from maturity on to a downward trend. Its sales are beginning to decline due to the introduction of similar products such as Lunesta. In addition, Ambien's patent is set to expire in 2007, and Sanofi-Aventis "is trying to hold on to blockbuster profits in the face of imminent competition from generics," The drug's maker took action by releasing new product Ambien CR, a new controlled-release prescription sleep medication that comes in two layers. The first layer dissolves quickly, to help you fall asleep fast. Then, the second layer dissolves slowly, to help you stay asleep. This step could possible extend the life of the product (Harder, 2005)."
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Advertising and Children, 2001.
This paper argues, based on a literature review, that advertising may be more of an influence on children than parents think it to be.
1,010 words (approx. 4.0 pages), 15 sources, APA, AU$ 54.95
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Abstract
This paper explains that, while the debate about the effect of television advertising on children has focused primarily on advertising aimed at children, children also are affected by advertisements aimed at adults, which children may view when watching prime-time television. The author points out that television advertisements often confuse children by blurring the line of reality and by using symbols that advertisers intend for an older audience. The paper relates that, while children may not identify actual celebrities, they certainly identify with fantasy celebrities such as the smile in the condensation of the Kool-Aid pitcher, which may reinforce ideas of refreshment or ideas of rebellion or escape from normal restrictions and routine.
From the Paper
"Television advertisements are also misinterpreted by children. A study by Eliot Butter illustrates findings in this area. A group of four-year old children were observed watching an episode of Captain Kangaroo. Several times during the show, the program would pause for a commercial break. The children were asked to indicate to the experimenter when the show stopped and the commercials began. While 90% of the children could distinguish when the show stopped and the commercial began, this does not indicate they understand the "true" difference between commercials and programs."
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Visual Communication, 2007.
A comparative qualitative content analysis of two visual advertisement texts in a healthcare magazine.
4,559 words (approx. 18.2 pages), 7 sources, MLA, AU$ 179.95
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Abstract
This paper presents a comparative qualitative content analysis of two visual texts, in the form of two advertisements for two products of male skincare, pertaining specifically to shaving. The paper bases its assessment on a motivated theoretical perspective. The paper then presents semi-structured interviews with other potential viewers of the texts to verify its findings.
Table of Contents:
Introduction
The Texts to be Analysed
The Source Publication
Theoretical Perspective
Cultural Perspective
Aesthetic Perspective
Findings of Qualitative Content Analysis
Qualitative Content Analysis
Assumptions
Qualitative Comparative Content Analysis
Function of the Two Texts
Intended Audience
Conceptual Assumptions
Visual Elements
Genre Conventions
Connotative and denotative meaning
Visual Codes
Verification of Findings
Questionnaire
Process of Interviewing
Questionnaire Findings
Conclusion
From the Paper
"From the above comparative qualitative content analysis it could be seen that the visual texts in question were laden with meaning. Many of the findings were then verified by means of a semi-structured questionnaire interview involving two respondents for which the texts apply. The texts were found in the South African version of Men's Health magazine. The highly successful South African version of Men's Health has become a leader in the lifestyle and male magazine industries and seems set to build on their successes. These successes are built partially on the power of the visual content of the magazine and on the advertisements, as seen above, that interest viewers and bring in revenue. The findings indicate that a great amount of information is encoded into the visual aspects of such texts. A grasp on visual literacy would therefore seem invaluable in a world where advertising relies heavily on influence and persuasion based on visuals."
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Commercial Persuasion, 2005.
This paper examines how a Nutri-Grain commercial utilizes strategic elements of persuasion.
850 words (approx. 3.4 pages), 1 source, MLA, AU$ 46.95
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Abstract
This essay provides an in-depth, bit by bit analysis of the persuasive technique used in a commercial - made popular via internet - for Nutri-Grain bars. Each scene is fully dissected and analyzed as the essay demonstrates the key functions of persuasion. The paper places an emphasis on comedy and power with the key focus on pathos and logos.
From the Paper
"An average awkward man, Steve, sits in his average awkward office. His eyes on the computer screen, he's got one hand on the mouse, and another hand holding a Nutri-Grain bar. He takes a thoughtless bite and immediately double takes the bar, unable to say anything better than a shocked "What?" Immediately, the camera comes in for a close upon him and the bar, when this man begins to tremble with power. Staring down the bar, he confirms with a newly found force that "Oh yeah, I feel great!""
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Consumer Behavior, 2007.
A look at the process of selective attention and how it relates to consumers.
1,271 words (approx. 5.1 pages), 18 sources, APA, AU$ 66.95
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Abstract
This paper describes some of the main theories of selective attention as well as how the selective attention process affects consumers. The paper relates this to advertising, marketing and psychology.
From the Paper
"Selective attention has been the focus of several different theories, which have developed over the years with better understanding of the process and of consumers. Anne Treisman describes selective attention as 'the basic features of interest that consumers respond to' (Attention and Effort), in order to obtain information. A feature is a specific characteristic on a dimension that people analyse during the process of perception. Treisman suggests that 'objects have elementary features that we attend to immediately and automatically' . She believes that the features combine to create an impression of a distinctive object. "
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United Colors of Benetton, 2006.
This paper describes United Colors of Benetton's controversial advertising campaign.
1,244 words (approx. 5.0 pages), 4 sources, APA, AU$ 64.95
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Abstract
This paper discusses the advertising campaigns of United Colors of Benetton. In particular, it evaluates the controversy that the company created in order to attract public attention, and recommendations for Benetton to improve their image. It includes examples of the company's advertisements.
From the Paper
"Luciano Benetton embarked on a new venture of selling colorful sweaters to the public shortly after the death of his father at the end of WWII, primarily to support his family. He developed an alternative line of vibrant clothing which contrasted the uninspiring pool of colors presented in the apparel of the day, and became a regional success that ultimately spread throughout Europe. The Benetton family eventually expanded the organization to 120 countries, and today distributes 115 million items per year. Much of the success is due to its advertising campaigns, which turned more and more controversial through the 80's and 90's, sending a shock wave through the fashion industry. As the company evolved into a voice for militants and activists, Benetton went beyond the threshold of reason (for a clothing company) in a campaign which inspired some and shocked others by using political and social subject matter to heighten visibility and sell products. Benetton endeavors to stand out among the deluged clothing market by calling attention to itself through these ads, and has been accused of using explicitly distinct and unethical ad crusades as strategies for a competitive advantage (Barela, 2003)."
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The Effectiveness of Advertising, 2006.
A summary of the advertising strategies of three major companies, their effectiveness on consumers, and some recommendations to improve customer focus.
1,486 words (approx. 5.9 pages), 5 sources, MLA, AU$ 75.95
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Abstract
This paper analyzes effective advertising. It looks at three large corporations that use several mediums of advertising and public relations campaigns in order to promote products and services. The companies that the paper focuses on are Home Depot, Jenny Craig and Staples. The paper is an overview of their methods and a consensus of what works. It then looks at where improvements can be made in their advertising campaigns.
Table of Contents:
Home Depot
Jenny Craig Weight Loss Systems
Staples
From the Paper
"Home Depot is an event marketer in that it sponsors The Home Depot Racing Team for NASCAR Racing, which sports the Home Depot logo on a race car, and this advertising is seen on stations across the globe. Home Depot sells NASCAR merchandise such as the #3 Dale Earnhardt Pedal Car and the NASCAR Total Team Control X-Box. Home Depot builds relationships with NASCAR fans in this manner and since its partnership with Joe Gibbs Racing and KaBoom, it is now reaching children (their parents, really) due to HD's role in the Racing to Play playgrounds constructed with at-risk children in mind, a non-profit venture with 10 playgrounds completed and 10 more in the process of being built by over 2,000 volunteers (Homedepotracing.com, 2006)."
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Beauty is Subjective, 2006.
A discussion on the pros and cons of Dove's "Real Beauty" campaign ads.
806 words (approx. 3.2 pages), 4 sources, MLA, AU$ 43.95
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Abstract
Dove's controversial advertisements for "Real Beauty" have set a new standard for beauty, or have they? This paper discusses the pros and cons of these controversial ads. It is a critical analysis of what message these ads are trying to send and who their target market is.
From the Paper
"Beauty is that which gives one a sense of pleasure, but everyone finds pleasure in different things. Therefore beauty is subjective. Yet some groups of people try to make others believe that their own personal definition of beauty is or should be a universal truth. Supermodels, clothing brands, celebrities, fashion critics and beauty brands have all been part of it. Once in a while something, like Dove's Campaign for Real Beauty, pops up trying to redefine stereotypical beauty only by establishing a new one."
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Creating a Marketing Mix, 2006.
A review of the available marketing options and the mix of strategy in order to obtain the most effective marketing campaign.
2,250 words (approx. 9.0 pages), 0 sources, AU$ 135.95
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Abstract
This paper discusses how establishing an effective media mix for business to business (B2B) media plan is, or should be, a carefully planned task that incorporates a considerable amount of research and reference to existing literature relevant to the product, services, or relationships being marketed. Companies must take careful consideration of all their media advertising options and incorporate only those that offer the greatest return on investment, rather than rushing pell-mell to solely the internet with all its allure of instant gratification. The paper further discusses how while print advertising seems to be in decline, rather than in its death throes, as some researchers would have it, it is still a highly visible and effective option given the appropriate product, service or relationship.
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The Media and the Americanization of Canadian Culture, 2006.
A discussion regarding how Canadian culture is being Americanized.
2,250 words (approx. 9.0 pages), 9 sources, AU$ 135.95
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Abstract
The following assignment discusses the Americanization of Canada through the media. The paper argues that because American media products dominate in Canada, that Canadian culture is being Americanized. The argument looks at culture, symbolize, signs and the role of media.
From the Paper
"There has been a great deal of debate on the effects of the media upon culture. Many researchers argue that the media is contributing to a process of cultural homogenization. For example, in "Ecumenical America" Orlando Patterson argues, The modern process of global cultural interaction has repeatedly been subjected to two criticisms. The first is that it threatens the diversity and particularism of the world's cultures, resulting in a deadening homogenization of the human cultural experience. The other is that this growing global uniformity results from the dominance of America's culture --that, in effect, global culture is nothing more than American cultural imperialism (Patterson 103)."
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Advertising Culture of the 1920s, 2006.
A discussion regarding advertising in the 1920s, in relation to advertising today.
1,575 words (approx. 6.3 pages), 4 sources, AU$ 94.95
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Abstract
This paper discusses how the differences between the advertising of the 1920s and today are substantial. The advertising of that time was less sophisticated. Products were sold based on their perceived values and usefulness, not simply on sex appeal. The paper further discusses that it is not to say that sex appeal was ignored; products aimed at women often advertised how appealing they would make women feel, or how they would make women appear to men. Coca-Cola and Palmolive soap are products that demonstrate the changes that have taken place in advertising, both in the purpose of advertising and the images associated with it.
From the Paper
"The decade of the 1920s was an era of rapid change. Women scandalized their men as their hemlines rose steadily, reaching the mid-20s "flapper" styles; makeup became popular; and their hairstyles got shorter. Men's fashions became more conservative and geared toward the comfort of the wearer. "Convenience" became the watchword of the day, whether related to clothing, chores, travel, or communication. Almost overnight, the world became a different place, in large part thanks to advertising. Cultural Overview The world was a rapidly changing place in the decade of the "Roaring Twenties." This decade came on the heels of the Progressive Era, which had run out of steam by the beginning of that decade (Miller, 2003, p. 13). "
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