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Sports Marketing, 2007.
An analysis of the alternative forms of sports marketing to television promotions.
1,933 words (approx. 7.7 pages), 8 sources, MLA, AU$ 76.95
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Abstract
This paper examines the industry of sports marketing. In particular, the paper explores alternative methods to television promotion for advertising, due to the high costs of this method of sports promotion. The paper concludes that a strong promotional mix that includes telemarketing, print, volunteer work and the Internet should be able to garner as strong a promotional response as television promotions.
Table of Contents:
Introduction
Promotional Tools In General
Alternatives To Television
Conclusion
From the Paper
"Another excellent method of promotion for sports organizations on small budgets is volunteer work. If members of the sports organizations sign up for and donate hours to non profit community projects the local news media and print media will pick it up and through the stories told the organization will be promoted free of charge. One organization that often has help through sports organizations is the Habitat for Humanity Organization. This organization builds houses by hand for under-privileged citizens to purchase from the organization at low or no interest loans. If members of sports organizations come out to help with the building of the home the news channels flock to cover the event."
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International Marketing, 2007.
An analysis of factors affecting global marketing strategies of companies.
2,245 words (approx. 9.0 pages), 3 sources, MLA, AU$ 86.95
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Abstract
This paper discusses international marketing in today's world and the factors that are important for it to succeed. Firstly, the paper addresses the problem of how to help companies succeed in various global marketing strategies. It looks at issues involving the product, the price, advertising and the market mix in general. The paper then discusses customer satisfaction and what a company must address if it wishes to succeed in marketing its products to others.
Table of Contents:
Executive Summary
Recommendations
Reflections
From the Paper
"The practice of marketing and advertising nationally has also been the focus of a recent study. The way that things are marketed to various individuals may be normal and accepted in one particular country but may be rejected by other countries that do not see things the same way (Jain, 1989). This understanding of various countries and the cultures that they have in them is challenging to many that are looking to market today in this global society. The evidence presented in various studies on this issue, however, does not actually show that the marketing methods consumers are generally used to are completely preferred, but only that they are more recognized. In other words this does not imply that utilizing a different method of marketing to a country, other than what that particular country is used to, will not be effective."
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Advertising Effectiveness, 2007.
An analysis of the elements that create successful advertising, as discussed in Dan Padgett and Douglas Allen's article, "Communicating Experiences: A Narrative Approach to Creating Service Brand Image".
779 words (approx. 3.1 pages), 2 sources, MLA, AU$ 34.95
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Abstract
This paper focuses on an article called "Communicating Experiences: A Narrative Approach to Creating Service Brand Image", written by Dan Padgett and Douglas Allen which discusses the topic of advertising effectiveness and the elements that are necessary and critical to achieve success in winning customers' trust and confidence. The paper discusses the authors' suggestion that many different factors and methods can affect communication and advertising to consumers.
Table of Contents:
Brief Discussion of the Article and its Concepts
The Company's Strategy
The Market that the Article Addresses and the General Marketing Theories
Customer Needs Fulfilled by the Company
Competitive Offerings and How They Affect Organizations
What Makes this Article "Great"?
Recommendations for Improvement / Information Learned
From the Paper
"From the information shared by the article, a lot of consumer needs and benefits can be the possible results. First is the goal of giving importance to consumers' perceptions whereby the services provided must meet the needs and wants of the consumers. Second is the goal of satisfying the consumers' experience of the services. The use of effective advertising methodologies can also result to narrative communication of one's experience from a service. Through different strategies and techniques, the advertisers can address the consumers' needs in their advertising methodologies, thus benefiting the consumers."
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Coffee Marketing Strategies, 2007.
This paper offers a marketing strategy and competitive analysis, taking into consideration three different coffee shop companies.
3,621 words (approx. 14.5 pages), 2 sources, APA, AU$ 125.95
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Abstract
In this article, the writer examines the coffee shop industry in the Untied States. The writer points out that Starbucks is the dominant leader in this industry, followed by regional competitors Diedrich Coffee and the many individually owned and operated coffee shops throughout the metro area and the nation. Starbucks, Dietrich Coffee, and the Coffee Bean and Tea Leaf Company, which has locations both throughout the Western US and internationally, are the three companies included in this marketing strategy and competitive analysis. The writer demonstrates that Starbucks dominates the U.S. coffee market from a retail perspective and has critical success factors of global growth and supply chain coordination as their most pressing challenges. The writer concludes that the competitive growth strategy of Starbucks centers on the management team's focus on the development and launching of stores, on international growth and on improving innovation and new product development.
Outline:
Introduction
Segmentation Strategies
Marketing Mix Analysis
Website Analysis
Market Position Analysis
Micro-environment versus Macro-environment
Customer Relationship Management
Societal Marketing
Concept Stages of the Product Life Cycle
Personal Buyer Decision Process
Competitive Analysis of Advertising Efforts
Supply Chain Management Assessment
Sustainable Competitive Advantages
References
From the Paper
"Starbucks' segmentation is also globally-focused, as can be seen from the world map shown in the following graphic. Segmenting globally has raised an entirely new set of revenue opportunities for the company, which expects by 2009 to have the majority of its revenue generated outside the United States. Investment analysts tracking Starbucks agree with this assessment. The backlash against globalization from western corporations is a major issue for Starbucks global growth plans, and their approach to highly customizing their stores and hiring only local workers, giving them health insurance, profit sharing, and respecting local customs has helped make globalization successful to this point. There is an abundance of work going on inside Starbucks right now to bring GIS expertise in-house to aid in their segmentation planning based on taking both demographic, psychographic and attitudinal segmentation criteria overlaid against potential market areas."
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The Maidenform Company, 2006.
A review of the Maidenform Company focusing specifically on their advertising strategy.
810 words (approx. 3.2 pages), 3 sources, APA, AU$ 35.95
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Abstract
This paper takes a look at the Maidenform Company, a company offering a functional yet attractive line of lingerie to female consumers. The paper provides a brief overview of the company's history and discusses the company's position today. The paper then focuses primarily on how the Maidenform Company is known for its cutting edge advertising, and its marketing strategies and techniques.
From the Paper
"Today, Maidenform has a more classic and female-focused strategy, rather than the edgy and feminist image of its past. On the "Investor Relations" section of its website: "Our company, Maidenform Brands, Inc., is a global intimate apparel company with a portfolio of established and well-known brands, top-selling products and an iconic heritage.... We sell our products through multiple distribution channels." ("Investor Relations," 2006, Maidenform Official Website) Unlike Victoria's Secret bras, one can buy Maidenform bras at discount stores as well as at specialized retailers. It is the bra of every woman--or every matron, perhaps."
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Controversial Television Advertising, 2007.
An overview of what constitutes controversial advertising on television.
1,182 words (approx. 4.7 pages), 11 sources, APA, AU$ 50.95
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Abstract
During the past six decades, television advertising has changed considerably. Today, there are television commercials for a myriad of products, including drugs for virtually every health complaint, from headaches to erectile dysfunction. This paper shows that over the years, some television commercials have created concerns and stirred controversy. The paper looks at false advertising, commercials directed at children and teens, sex and medical advertisements.
From the Paper
"In 2005,it was reported that automakers are now developing marketing strategies to reach gay consumers, a large, often affluent and trend-setting demographic (LaReau 2005). According to General Motors market research data, gay Americans each have an average household income of nearly $65,000, compared to $45,000 of all U.S. households (LaReau 2005). In fact, during the past decade, gay television commercials have been popping up more and more on the airwaves (Is 2000). For example the Volkswagen ad that portrayed two trendy young males stopping curbside to pick up a discarded "kitschy old armchair," or the John Hancock Insurance commercial that featured a female couple adopting a baby (Is 2000)."
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Ethics in Marketing, 2006.
A discussion of the ethical and legal requirements of providing product information to the consumer.
2,082 words (approx. 8.3 pages), 8 sources, MLA, AU$ 81.95
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Abstract
This paper analyzes the concept of ethics in advertising. It discusses the issue of how much information a company should be required to divulge to the consumer about a particular product from the point of view of the law, as well as from an ethical position. The paper also discusses the concept of ethics and providing information in relation to the U.S. government of today.
From the Paper
"Granted, there is no course or class that teaches young consumers how to be discerning and rational when it comes to influential advertising. Unless a student is particularly interested enough to take classes in commercial art or ethics, the fact that most advertising is pure and simple persuasion can easily go over his or her head. The most vulnerable, of course, are teenagers, evidenced by the tendency to buy expensive jeans made from torn, worn and damaged fabric. Teens, who are beginning to have their own income sources, are not old enough to have been burned by deceptive advertising, and are still children enough to swallow whole the fairy tale advertising that they are fed through the media. Sadly, cartoonish characters like Joe Camel can influence destructive behavior. But Joe is a "form of commercial poetry," and the cigarette package clearly states that smokers can die from lung disease (Gordon 404)."
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"Puffery" in Advertising, 2006.
This paper describes the advertising technique "Puffery" and the potential liabilities it may have on companies that use it.
1,223 words (approx. 4.9 pages), 5 sources, APA, AU$ 51.95
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Abstract
This paper describes a process advertisers use called "Puffing," which helps to help build up their particular product. The author cites the FTC and often courts of law, which believe "Puffing" is an exaggeration of the particular qualities of a given product. The paper contends that "Puffing" is not meant to deceive the consumer, but rather to exaggerate the qualities of the product. The paper concludes with the dangers and potential liabilities of using this technique.
From the Paper
"Often, when companies are found to have participated in false statements of fact, the FTC requires a period of corrective advertising. Typically, these campaigns are designed to contain slogans and advertising materials that clearly note the previous false claim. For example, when Novartis, makers of the back pain remedy Doan's, were found to be participating in false claims by stating their remedy was more effective than other forms of back pain relief, the FTC required the company to place the phrase "Although Doan's is an effective pain reliever, there is no evidence that Doan's is more effective than other pain relievers for back pain" on all advertising messages and packaging (FTC, 1999)."
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Self Promotion, 2006.
This paper discusses self promotion as it relates to a marketing campaign.
1,148 words (approx. 4.6 pages), 3 sources, APA, AU$ 49.95
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Abstract
The paper takes inspiration from the innovative and shrewd self promotional campaign of Donald Trump who chose the reality TV as his expression of self-promotion. This paper discusses the marketing and promotion of a new product. The writer's designer wear and fashion house emphasizes low budget, creative and innovative strategies of self-promotion and employs its mainstream finances on the product and diversity. This would, in the writer's opinion, yield far better results than high exhibition and hiking prices. The writer believes that the public is phenomenally influenced by innovative entertainment programs and industries with their own peculiar individuality. Therefore the writer intends to emphasize personal individuality at all costs.
Table of Contents:
Market Analysis
Self-Promotion Plan
Conclusion
From the Paper
"Therefore there is a lot of room for innovation and creative thinking to completely curb the parasitical affects of seasonality in fashion market. Fashion in itself is broad avenue of inter related industry of glam, beautify, accessories, comfort and style. Therefore there are many related markets in the fashion industry and an entrepreneur can always expand their commodities, sometimes intimidating and sometimes complimenting other industries. Fashion industry has a considerably protracted life cycle; it has maximum sustainability and growth rate. Decline of such an ever evolving industry like fashion is hard to perceive. However, maturity which is an increased price competition is highly likely since new brands step in the emerging markets can maintain high profit margins. Fashion market can be colossally diversified and segmented into a vast range of foot wear, accessories, clothing, and cosmetics."
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Political Advertising, 2006.
An in-depth analysis of political advertising from 1952 till the present.
3,558 words (approx. 14.2 pages), 9 sources, MLA, AU$ 124.95
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Abstract
The paper describes how political advertising is not limited to election campaigns, but also issues that require public attention. The paper analyzes the debate on the appropriate content and format of political advertising and its influence. The paper examines how the presidential elections of 2004 have highlighted the role of media in general and advertising in particular. The paper describes how experts devise a media and advertising strategy as the politician with the most influence in advertising can actually win the race, as was the case in the 2004 presidential elections in the USA.
Table of Contents:
Television Advertising
Presidential Campaigns
1952
1956
1960
1964
1968
1970s
1980s
1990s
The New Century
Other Channels
Negative Appeals
Regulations on Political Campaigns
The Role of Advertising Consultants
Conclusion
From the Paper
"In a scenario where spending on media campaigns have increased over the years and negative aspects have also come to the surface, the issue of regulations and regulatory bodies become very important. The criticism hurled at the American election system is more about the lack of regulation to control the campaigns of candidates. Very few regulations have been imposed to control the whole process. In 1971, the Federal Election Campaign Act (FECA) was passed in the United States. "The Federal Election Campaign Act (FECA) of 1971 (revised in 1974), set limits on the amount of contributions that individuals ($1,000 per candidate per election, with primary and general elections treated as separate elections)" (Johnston & kaid, p. 8)."
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Advertising or P.S.A., 2006.
This paper discusses the matter of the advertising of alcohol.
916 words (approx. 3.7 pages), 5 sources, APA, AU$ 40.95
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Abstract
In this article, the writer looks at whether advertisements promoting alcohol are really advertisements or serve as a public service announcement. The writer discusses that as beer and wine are currently advertised on television more frequently than distilled spirits, viewers infer the wrong message that one form of alcohol is intrinsically more subject to abuse or ill affects than another. The writer concludes that the television networks ought to be forced to apply existing rules and regulations equally to all suppliers to alcohol. Further, the writer maintains that the real answer to promoting public interest and addressing ethical concerns about targeting underage youth lies in changing laws or applying company guidelines equally to all companies.
Contents:
Are these true P.S.A.s or advertisements?
Are these messages in the public interest?
What ethical theories justify either running or not running the spots on television?
What ethical justification, if any, can be cited for running beer and wine ads but not ads for hard liquor? If there is no ethical justification for this, what (ethically) is wrong with this differentiation?
From the Paper
"Many believe that advertisers should not be allowed to target underage audiences with products that are harmful to their health even if it means limiting constitutional protection because many children many children are not capable of making good choices. Research shows that youth exposure to alcohol advertising increases awareness of that advertising, which in turn influences young people's beliefs about drinking, intentions to drink, and drinking behavior.
Opponents of advertising alcohol on television are growing more vocal as alcohol advertising that reaches youth expands, leading many to believe that alcohol vendors intentional target underage drinkers."
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Propaganda, Truth, and Critical Thinking, 2006.
A critical look at propaganda in advertising and the media.
2,977 words (approx. 11.9 pages), 8 sources, MLA, AU$ 109.95
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Abstract
The paper defines propaganda and discusses how advertising and media reports use propaganda to sell products or create sensationalism. The paper looks at advertising, and describes how effective copy needs to influence people using one of the five great motivators - fear, exclusivity, guilt, greed, and the need for approval. The writer further discusses how critical thinking is important because it can be used to identify the tools that advertisers are using and determine the truth behind the propaganda. The paper concludes with an examination of the news media and how the media is interpreting events and creating meaning, not the individuals watching or reading the news report.
From the Paper
"This persuasiveness is the reason it should be assessed to determine what the truth is. Another reason that advertising should be considered critically is that it often works by appealing directly to the emotions. Pratkanis & Aronson (1991, p. 93) describe how this occurs through the "manipulation of symbols and of our most basic human emotions." A textbook on how to create effective advertising copy provides further insight on the topic."
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Vision and Leadership, 2006.
A review of great business leaders and the role that their vision played in their success.
1,406 words (approx. 5.6 pages), 6 sources, MLA, AU$ 58.95
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Abstract
The paper is written around the quote that a company "can not progress without a common vision", by Warren Bennis. The writer shows how Charlotte Beers brought Ogilvy & Mather Worldwide advertising agency to success with her vision. The paper further discusses the role that personality and ego play in successful leadership, and concludes with a summary of Beer's success.
From the Paper
"The strong management style of Charlotte Beers suggests that she knew the importance of vision in leadership when she took control of the advertising agency Ogilvy & Mather Worldwide. At the time, the market situation of the once-great Ogilvy was as cold as the polar caps faced by the great Artic explorer Earnest Shackleton, as detailed in the book Shackleton's Way. (Morrell, et.al, 2002) Today, the Ogilvy website proudly proclaims itself as the generator of one of the most successful campaigns in recent memory, the Dove beauty product line that caught consumer's eyes with an edgy use of ordinary women."
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New Product Acceptance in the Public, 2006.
A case study of the viability of traditional advertising methods, and potential alternatives.
3,620 words (approx. 14.5 pages), 10 sources, MLA, AU$ 125.95
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Abstract
The paper examines the viability of advertising over mobile phones. The writer explains that traditional advertising methods are slowly losing their capability to tap target audiences, and that households with Internet connection spent five fewer hours watching television per week than non-Internet households. The writer further analyzes the alternative methods of advertising, especially voice-activated mobile media (VAMM) and their ability to reach their target market.
Table of Contents:
The Conventional Media & its Saturation
Voice-Activated Mobile Media
Various Perspectives of VAMM and Legal Issues
The Marketing Domination of Content Provider in Real time VAMM Mobile Telephony
Marketing Issues in Favor of VAMM
The Future is Voice
The Revenue Stream for Voice-Activated VAMM
The Target Markets
The Basic Ingredients of VAMM
Conclusion
References
From the Paper
"Even while sitting before the TV, there are 500 channels to choose from. With media audiences totally fragmented, it is difficult as well as expensive to reach a mass audience. Thirdly, the days of product and service-led differentiation are over as both of these are easy to imitate and in the coming years these cannot be the source of value."
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Communications Theory, 2006.
This article discusses how communications can contribute to marketing theory.
916 words (approx. 3.7 pages), 3 sources, MLA, AU$ 40.95
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Abstract
In this paper, the writer discusses the notion that theories or ideas from the communications field can influence marketing theory. The writer makes use of the example of consumer response to the introduction of a different product to the market by the Coca Cola company. The writer discusses product and brand loyalty and their connection to the communications industry. Looking into the theory of communication, the writer argues the role that advertising, public relations and the media play in the success or failure of a product.
From the Paper
"Professionals in the communications field, particularly public relations professions, were increasingly interesting in learning the skills for some areas traditionally regarded as advertising: media planning and message evaluation, for example. Whether communications theorists want to keep areas of interest separated, it was clear to Miller and Rose that those who worked in the field wanted to combine them, and perhaps needed to combine them in a marketing context in which more people had more access to more forms of information delivered in more formats than ever before. In other words, media and particular the Internet and its increasing sophistication, with streaming video and its inherent interactivity, made it essential for anyone with a message to understand fully how messages could be delivered and how they might be received. The line between advertising and public relations became blurred, or possibly more accurately, subsumed into the major discipline of communications."
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The Survival of American Airlines, 2006.
A look at the steps American Airlines will have to take in order to survive.
2,075 words (approx. 8.3 pages), 10 sources, MLA, AU$ 81.95
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Abstract
This paper takes a brief look at what characterizes American Airlines and the tactics they will have to employ if they hope to survive their current economic situation. This paper also takes a look at the reluctance of Americans to fly as a result of 9/11 and other terror attacks.
From the Paper
"The airline industry is characterized by very complex pricing dynamics, depending on travel distance, type of traveler, and domestic and international flights, to name a few of the many factors that determine the degree of price elasticity or inelasticity (Air travel demand elasticities: Concepts, issues and measurement). For long-haul international business travel, demand is not sensitive to fare changes because there are few close substitutes. On the other hand, long-haul domestic business travelers have much higher elasticities than international business travelers. Telecommunications has become more acceptable as a substitute in domestic markets due to common culture, laws, contracts, etc. Likewise, international leisure travelers have greater elasticity than do international business travelers. These consumers are more likely to either postpone their trips in response to higher fares or seek locations that are not as expensive. "
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