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The Star System in Hollywood, 2008.
This paper looks at the star system and its contribution to the development of Hollywood public relations and advertising strategies.
1,755 words (approx. 7.0 pages), 6 sources, MLA, $ 56.95
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Abstract
The writer of this essay explains that the Hollywood star system was developed prior to the 1920s, but perfected by the 1930s as a way to develop a studio 'brand,' and keep people coming to the cinema week after week. The writer notes that by finding, training, developing and promoting talent, Hollywood's studio moguls were able to control product and insure on-going success. In this article, the writer explores how the star system was created and how it contributed to Hollywood's enduring success. The writer discusses that this contrasts with European cinema, which tended to be far more personal, director-driven and less oriented to developing a 'brand,' other than for the specific director.
Outline:
Introduction
The Impact of the Star System on Film
Origins of the Star System
1920s: Rise of Star Power
1930s: Decade of Studio Power, Heyday of the Star System
Conclusion: The Breakdown of the Star System
From the Paper
"The studios were able to weed out the independents through the above-named actions. They were helped by the environment and technology as well. Specifically, the coming of the 'talkies' in 1927 made it more expensive for studios to produce competitive films. This helped to weed out the less-competitive independent studios. Secondly, the Crash of 1929 and the subsequent Depression had a negative effect on weekly film attendance, making it more difficult for less widely-distributed or financially weaker films to survive. As a result, the studios were able to consolidate their movie-making and -distribution strategies, and to increase their bargaining power with their stars.
"There were monumental battles between the stars and their studio heads--but only where the stars felt that they could withhold their services and do real damage to their bosses."
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Advertising in the US and Europe, 2008.
A review of five articles that demonstrate the challenges of American companies advertising in Western Europe.
1,208 words (approx. 4.8 pages), 4 sources, APA, $ 41.95
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Abstract
The paper reviews five articles on the topic of Europeans using US-developed advertising techniques for European audiences and American companies developing their own approach to advertise to Europeans. The paper looks at "Counter-attacking the Kremlin" by The Economist, "Marketers Have Eyes on the 'Third Screen' by Pfanner, "Direct-to-Consumer Advertising Debated in the United States and European Union" by Guthrie, "'Culture' and the Limits of Innovation in Marketing" by Ernest Dichter and "Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s" by Schwarzkopf. The paper highlights the cultural insecurity of the European Union and shows how advertising freedoms in the US can be viewed as threatening in Europe.
Outline:
Introduction
"Counter-attacking the Kremlin"
"Marketers Have Eyes on the 'Third Screen'
"Direct-to-Consumer Advertising Debated in the United States and European Union"
"'Culture' and the Limits of Innovation in Marketing"
"Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s"
Analysis and Recommendations
From the Paper
"We take our advertising freedoms in America for granted. In Russia, the non-governmental media outlets have been shut down one after another. There is only one major private media outlet left as of the time of this Economist article: New Times. The brave editors of this newspaper have persisted despite Kremlin-directed assassinations of journalists, persecution of media editors, and revocation of the licenses of those who are not willing to toe the Kremlin's political line.
"The point of the Economist article is that Europeans have, for the most part, attempted to assuage the Kremlin by turning in the other direction as anti-democratic press suppression is taking place at their doorstep. Appeasement isn't working, says the Economist."
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Credibility in Sales, 2008.
An analysis of communication strategies that enhance credibility for salespeople.
3,370 words (approx. 13.5 pages), 15 sources, APA, $ 95.95
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Abstract
This research proposal discusses the specific factors that contribute to the perception of a salesperson's or an organization's credibility. It first discusses the impact that the Internet has on the perception of credibility of organizations' online advertising among the consuming public. The paper then looks at what steps salespeople and companies can take to develop an improved perception of credibility among the consuming public. Finally, the paper discusses in which industries and for what products and services credibility is deemed most important.
Table of Contents:
Introduction
Review of the Literature
Research Questions
Methodology
Conclusion
From the Paper
"The research showed that the essence of credibility is worthy of being believed and trusted. The research also showed that gaining and keeping market share in an increasingly globalized marketplace is a challenging endeavor, but successful companies are able to do so by ensuring that the consuming public perceives them as credible and their products or services will do what they say they will. In fact, even the absolute best product or service on the market will likely not sell as readily as those that are perceived as having more credibility by virtue of a salesperson's or organization's ability to communicate these sometimes-nebulous values to the consuming public. The proposed study will fill in some existing gaps in the body of knowledge concerning credibility among the consuming public, particularly as it applies to the dynamic online marketing environment today."
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Box of Chocolates, 2008.
This paper discusses the identity and marketing of different chocolates, examining Milka Chocolate and Ferrero Rocher.
1,742 words (approx. 7.0 pages), 5 sources, MLA, $ 56.95
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Abstract
The writer notes that although the multibillion dollar industry of chocolate has thousands of different products to offer, this essay focuses on only two of them: Milka Chocolate and Ferrero Rocher. The writer points out that both Milka and Ferrero are products created by international companies which have excelled in producing highly superior chocolate for over a century. The writer then discusses that the similarities between the two brands, however, end there, mainly because they have chosen two very different market segments. Both have carefully crafted, unique images. Milka is presented as one of the best chocolates for children and young people having milk as one of its main ingredients, while Ferrero Rocher is shown as the embodiment of refined almost, elitist-like chocolate, suited only for celebrations or special occasions. Additionally, the writer discusses how the companies gained these identities.
From the Paper
"Philippe Suchard is the Swiss who in 1824 first founded the Suchard Company and successfully produced this chocolate. However, it was not until the year 1890 that the milk was added into the chocolate's recipe, thus creating for the very first time Suchard's milk-chocolate. It took 11 more years, until 1901 for the brand Milka to be born. The very first paper used to wrap Milka in was purple presenting a picturesque image of the Alps, with a cow, having a bell around her neck, in the foreground. The name "Milka" has actually been created by using the two German words Milch (milk) and Kakao (Cocoa). Nowadays, Milka has the world-renowned package presenting the purple one of kind Milka cow, with the Alps in the background.
"It is said that a cow was chosen to promote the brand as it embodies better than any other animal the origin of the Milka brand."
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Fashion Models, 2008.
A discussion on how the media influences women to be thin, affecting even those females who are not overweight.
1,326 words (approx. 5.3 pages), 7 sources, MLA, $ 44.95
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Abstract
The paper states that no media outlet strives to influence public perception more than fashion magazines, and in their quest to mold public opinion, fashion magazines have had a negative impact on how women perceive their bodies. The paper comments that the consequences have been frightening. Images of overly-thin fashion models have had a negative effect on the self-esteem of women, and this low self-esteem has led to dangerous conditions, such as eating disorders. The paper highlights that the desire to be thin among American women, which has largely been driven by media influence, affects even the youngest females who are not overweight. The paper concludes that it is time for the fashion magazine industry to stop claiming that it cannot control this problem.
Outline:
Introduction
Fashion and Self Esteem
Wrestling with a Solution
Conclusion
From the Paper
"Is there a way to remedy the hazardous effect that super-thin models have on women's self esteem? It's possible, of course, for women to simply stop purchasing magazines that are making them feel poorly, although they will likely encounter these same models in other media, such as television. Also, some would argue that models should look thinner and more beautiful than the average woman -- they are, after all, models. But turning a blind eye to the problem is to ignore overwhelming research that shows that ultra-thin models are posing a public health risk for America's women, let alone the risks those models are enduring themselves. To solve this problem, the fashion industry should borrow a strategy from high school and college wrestling, which have dealt with dangerous weight problems by requiring wrestlers to maintain a certain level of body fat in order to compete."
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Turn Off The Television!, 2008.
A persuasive essay against the dominant influence of television in American culture, specifically on children.
874 words (approx. 3.5 pages), 5 sources, MLA, $ 31.95
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Abstract
The writer asserts that because of advertising to children on television, children now nag their parents to buy what they want and they become the consumers of the future. The writer reveals that advertisers know that children are cognitively not developed enough to resist such advertising and once these consumption patterns are established early on in life, they will be difficult to eradicate. The writer uses the Dora the Explorer television character to illustrate how an entertainment show has become an advertising medium for an expensive cereal. The writer discusses the need to ban advertising to children and proposes that parents should simply ban television from their home and reinstate the family meal as an institution. The writer is passionate about not buying food masquerading as toys, like the Dora the Explorer cereal.
From the Paper
"Turn off the television. This may sound like a simplistic and perhaps extremist statement to make to America's families. But when we as a society get to the point where we are consuming what we watch on television even in our breakfast bowls, it is time to take control of our leisure time and lives. In particular, with children's advertising, the line between entertainment and advertising has grown so blurry that television characters like Dora the Explorer have 'become' cereals, and advertisements for unhealthy processed foods and cheap toys are made to resemble the advertisements of cartoon shows."
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Sponsorship Effectiveness, 2008.
An in-depth study measuring the effectiveness of television sponsorship in Singapore in relation to a service-related product such as MasterCard.
13,458 words (approx. 53.8 pages), 57 sources, APA, $ 249.95
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Abstract
This paper presents a research study that measures the intention to purchase of sponsored product after watching a television program sponsored by MasterCard in Singapore. It ascertains the effectiveness of television sponsorship in Singapore, by predicting the intentions to purchase of sponsor's product or utilize sponsor's services using a modified version of the theory of planned behavior (TPB). Overall, the purpose of the study is to uncover the major influences on the decision to purchase a sponsor's product. Effectiveness of sponsorship has been measured in this thesis using the theory of planned behavior Both, theory of planned behavior and social identity are used to determine whether social identity adds explanatory value to the theory of planned behavior for sponsors.
Outline:
Introduction
Literature Review
methodology
Results and Discussion
Conclusion
From the Paper
"The seventh question explored the relationship between intention to purchase and social identity (family). Question eight explores the relationship between social identity (friends) and intention to purchase. The answers of the respondents have been summarized in Table 8.1. Eighty Five (85) respondents asserted that it is "extremely likely" that for them to purchase a Master Card after watching the National Kidney Foundation (NKF) show sponsored by them is extremely important because of the support they have got from their friends. "
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| Term Paper # 108025 |
temporarily unavailable
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The Effects of Advertising, 2008.
A research proposal to explore the correlation between advertising and consumer purchase motive.
961 words (approx. 3.8 pages), 13 sources, APA, $ 34.95
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Abstract
The paper proposes a market research study to discover how advertising affects or impacts, if at all, consumer purchase motive. The paper predicts that the consumer study groups' individual purchasing motive will correlate with the advertisements tho which they are subjected. The paper notes the general premise that advertisers continue to spend millions of dollars a year on advertisements and concludes with the belief that this study will demonstrate how advertising greatly affects consumer purchase motive.
Outline:
Introduction
Abstract of Study
Hypothesis
Conclusion
From the Paper
"The amount of money spent on advertising consumer products is rising every year. (Graydon, 2003 p. 156). At its most fundamental definition, advertising is paid and is sometimes free communication through a medium in which the sponsor is identified and the message is controlled. The methods used for advertisements are diverse, including publicity, public relations, product placements, sponsorships, underwriting and sales promotion. Further, every medium imaginable is used to send the advertiser's message to the consumer, including television, radio, movies, magazines, newspapers, Internet and billboards. (Young, 2005 p. 76)."
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"Your Best Body in One Hour", 2008.
A review of the strategy and content of an article that Alwyn Cosgrove wrote for the magazine, "Men's Health," entitled "Your Best Body in One Hour."
886 words (approx. 3.5 pages), 1 source, MLA, $ 31.95
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Abstract
This paper discusses the impact that magazine articles have on an individual's self image. It focuses on an article that Alwyn Cosgrove wrote for the magazine, "Men's Health," entitled "Your Best Body in One Hour." The paper discusses the strategy and target audience of the article, as well as the information it contains and the way that the information is spread in the article.
From the Paper
"The targeted public is rather clear: sport fans and especially those interested in fitness and working out. Indeed, the catchy title attracts the attention of most readers because it focuses exactly on the theme of the entire magazine: making the best out of your time in terms of exercising. However, there are a few aspects that can be pointed out. In the first place, the article presents, more or less, an attempt to attract those willing to follow a certain fitness routine. The entire piece however is presented from the perspective of a virtual coach that maintains the contact between the reader and the exact message he wants to transmit. In this sense, the respondent feels a sense of personalization of the message, especially taking into account the colloquial tone of the article. Therefore, the reader feels a first class athlete, possibly a body builder. This is a useful technique for attracting both the attention on the respective subject, and on the overall content of the magazine."
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| Term Paper # 107383 |
temporarily unavailable
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Public Relations Campaign, 2008.
A proposal for a public relations campaign for the L'Oreal group of summer products.
2,370 words (approx. 9.5 pages), 2 sources, APA, $ 72.95
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Abstract
The paper describes a public relations campaign proposal for L'Oreal's summer products launch and focuses on continuing the relationship between L'Oreal and its clients, as well as building relationships with new clients. The paper sets forth the specific goals and objectives that must be attained based on an analysis of the marketing and communication situation at L'Oreal. The paper presents a plan of action using mass media, messages, and budgets.
Outline:
Introduction
Problem/Opportunity Statement
Situation Analysis
Internal Factors Analysis
External Factors Analysis
Establishing the Objectives
Identifying the Target Customer Segments
Establishing the Strategies and Tactics to be used in the PR Campaign
Communication Channels
Activity Calendar
Budget
Control and Evaluation of the Results
From the Paper
"Organizing special events. The company will organize a special event for launching the new line of products for summer. This will be the central piece of the PR campaign in our case. The entire campaign relies on successfully organizing this event. Given the fact that we are dealing with products addressing summer use, the event must have a strong connection with the concept of summer. The scenery the event will take place in must be in complete accordance with the concept of summer. Therefore, it I recommended to organize the event on a beach, whether it is a real or an artificial one, since the beach represents best the idea of summer. If possible, the event should be organized on a real beach, in areas that allow this. Of course, most locations will not allow this, therefore it is recommended to create, design, and construct an artificial beach. The artificial beach will however contain real palm trees and real sand, an artificial ocean, which is not very hard to build, since it is widely used in movies. The guests invited at the event will wear beach clothing. It is recommended to serve exotic dishes and drinks. The new product line to be launched is named Sublime Summer. The event, which will take place during the evening and night, should be named A Sublime Night for a Sublime Summer."
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Prescription Drugs and the Health Care Industry, 2008.
An examination of the rising costs of medicine and its effect on the health care and medical aid programs.
1,534 words (approx. 6.1 pages), 9 sources, MLA, $ 50.95
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Abstract
The paper discusses the growing concern over the increase in prices and the reduction in the affordability of prescription medications. The paper highlights the fact that the FDA has proposed reviewing prescription drug advertising material before they are allowed to be viewed by the public. In addition, the paper recommends that clinical trials used to support advertising claims, be approved by them. The paper confirms that the research shows that pharmaceutical companies have to be made more accountable for their products and advertising promises.
From the Paper
"Another possibly even more disconcerting criticism of the prescription drug industry is the numerous allegations of manipulation and even false information. As the saying goes, with power comes corruption and there have certainly been assertions in the media and in many research studies that the drug companies are exploiting the health care market to a great extent. For example, there is the allegation that the drug companies are manipulating the public through their advertising campaigns and are in fact influencing the way that doctors and other health care professionals prescribe drugs."
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Hotel Benefits Programs, 2008.
A review of the benefit programs offered by the hotel industry with specific reference to the major hotel chains.
4,020 words (approx. 16.1 pages), 11 sources, APA, $ 108.95
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Abstract
The paper discusses the incentive programs to customers offered by various leading hotel groups and highlights the positives and negatives resulting from these offers. The paper quotes comments by leading publications on the benefits of these programs, and states that true loyalty - benefit programs trust the customer rather than insisting on the customers' trust of the hotel. The paper further comments on the fact that a true loyalty program creates an asset by making the customer more attached to the brand over time.
Outline:
Introduction
Literature Review
Summary
From the Paper
"Shugan writes that the typical balance sheet of any firm might well embrace its customer base, buildings, cash, and other "tangible assets" - along with employee resources. And as to marketing activities, for the successful business (in this case, hotels) those activities should be well more expansive than just creating "short-term sales." Instead, marketing activities should work towards the creation of "enduring, if not permanent assets." Those assets (customers) become the Holy Grail that Shugan alluded to earlier, and they return far more value to the hotel than awareness advertising, that only offers temporary customer brand awareness, Shugan continues in his editorial in Marketing Science."
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Hotel Augustin, Bergen Norway, 2008.
A case study of the Augustin Hotel and the opportunities it has to succeed as an independent hotel in competition with chain hotels.
5,350 words (approx. 21.4 pages), 10 sources, APA, $ 132.95
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Abstract
This paper is a case study of the Augustin Hotel in Bergen, Norway that looks at the opportunities it has to succeed as an independent hotel in competition with chain hotels. The paper relates that the Augustin Hotel is the oldest family-run hotel in Bergen and discusses its origin, background and location. The paper continues with a description of the features and amenities of the establishment as well as a discussion of its successful advertising and marketing strategy.
Outline;
Overview of Hotel Augustin
Restaurants of Hotel Augustin
Accommodations (Room Types and Styles)
Health & Safety Provisions of Hotel Augustin
Overview of Destination: Bergen Norway
Independent Case Studies Review
Destination Web Strategy in Hospitality - Leveraging the Destination
Enterprise Content Management and Digital Media
Methodology
Findings
Conclusion
From the Paper
"Bergen is a university city with a major business and commerce college along with other various colleges in the city. Bergen is an international town that has the charm and atmosphere of a small town. The city's population is approximately 235,000 and is referred to as appearing "like a spectacular amphitheatre clambering up the mountainsides, overlooking the sea, embracing you." (www.bergen.kommune.no) Bergen is also stated to be: "...one of Norway's most vigorous cultural cities." Founded in 1070 by King Olav Kyrre, Bergen has become a commercial and shipping town significant to the European industry. Bergen was at one time the: "...largest of all town in the Nordic countries." (www.bergen.kommune.no) The Wharf in Bergen was rebuilt after the fire in 1702. The harbor front in Bergen, called Bryggen, "was a scene of thriving activity for 'the Hansas' until the 18th century. Bergen is a university city with a major business and commerce college along with other various colleges in the city. One of the attractions of Norway are the fjords with the longest and deepest being the Sognefjord. The countryside in Norway is stated to be of a breathtaking nature. Bergen is host to many music festivals and events throughout the year. One such event is the Bergen International Festival founded in 1953 and 'focused on presenting prominent international and Norwegian artists in the fields of music, ballet, opera, theater, dance and the performing arts."
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The Bun and Thigh Roller, 2008.
A critical evaluation of the "Bun and Thigh Roller."
766 words (approx. 3.1 pages), 4 sources, APA, $ 27.95
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Abstract
The paper looks at the television advert for the exercise device known as the Bun and Thigh Roller. The paper states that the promotional television clip on the website claims that the Bun and Thigh Roller can activate the muscles of the thigh and rear areas as successfully as the more expensive machines and in addition claims to offers a pain free, injury-free work out unlike squats or the use of heavier weights. The paper investigates all the promotional claims and provides a critical assessment of its findings.
From the Paper
"What is more troubling about the product is the way that it plays upon fears, usually female fears of having 'fat thighs' or 'fat buttocks' which are not even the most dangerous areas to gain weight, from a health standpoint. A study from the Institute of Preventative Medicine in Copenhagen found that so-called apple-shaped woman with excess fat around their waists were likely to be less healthy than a curvaceous, pear-shaped woman whose fatty deposits were concentrated in the buttocks and thigh areas ("When It Comes to Stored Fat, Shape Matters," 2005, Daily News Central). From an aesthetic standpoint, toning exercises and machines like the Bun and Thigh Roller are not useful--the only thing that shrinks one's body is weight loss, and burning more calories than consuming more calories--for which cardiovascular activity is better suited. No one can choose where their fat stores accumulate if they consume more calories than they burn."
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Whirlpool Appliances and their Core Products, 2008.
An overview of the media marketing strategy of the Whirlpool company and their related core products.
750 words (approx. 3.0 pages), 4 sources, MLA, $ 26.95
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Abstract
The paper discusses an analysis of the consumer media relations strategy of the Whirlpool company. The paper relates that having strong media relations in our modern era is extremely important for the success of product based companies. The paper confirms that having good public relations ensures that the public consumer becomes well informed of Whirlpool appliances. The paper examines two strategies that could be used by Whirlpool appliances to generate publicity for their core products.
From the Paper
"The first strategy that they should pursue is an open house media event. Open house events serve the purpose of exhibiting the products that Whirlpool Appliances are currently selling, it allows consumers to experiment with Whirlpool appliances and see the full range of product offerings. There are several reasons that this strategy is effective, it lures in customers who are originally interested in purchasing such merchandise with a free demonstration. In this way, they are exposed to our product offering in a non-pressure environment so that they understand the overall capabilities of our products. From a media relations perspective, an open house allows Whirlpool to generate free publicity through newspaper, media, and television channels. It in effect gives Whirlpool the ability to reconnect with media relationships and gain publicity for their entire organization. In order to execute on this event several steps needs to be articulated. An open house needs to first and foremost allow the media and the public to experiment and see showcased products from Whirlpool. To generate the most effective PR for such an event, Whirlpool should perform open houses when they are launching new products or showcasing a new line of updated products. Their goal is to gain as much public interest as possible, thus targeting consumers through a myriad of promotions is the best way. Media PR will only be positive if there are extensive products to review as well as a large public audience. Therefore it is the job of PR department for Whirlpool to gain a large audience at their open house. This strategy is very effective because it targets two public relations outlets at once. It focuses on customers who are interested in the product line and showcases new products, while at the same time reaching media outlets who will be able to grant free publicity to the organization as a whole."
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TV Commercials and Children, 2008.
A review of the effects of television commercials on the eating habits of children.
892 words (approx. 3.6 pages), 5 sources, APA, $ 31.95
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Abstract
The paper discusses surveys which study the effect of TV commercials on children. The paper relates that the food industry has increased its advertising to all ages, including children, which is having a negative impact on their health. The paper suggests that companies should be held responsible for their influence on children, or at least present a more rounded view of food and nutrition. The paper also states that children have been bombarded by food marketing, which has resulted in higher rates of obesity. The paper ,after referring to various situations, concludes that a relationship has been found between television commercials and eating.
From the Paper
"A similar study was conducted in Europe, where children do not eat enough fruit and vegetables and where exposure to TV is negatively associated with the intake of these foods. This study by Klepp et. al. (2007) explored exposure to food commercials on TV in nine European countries with approximately 12, 750 children to determine the association between this exposure and attitudes toward eating fruits and vegetables. The authors state that the children report exposure more to more unhealthy foods than healthy ones such as fruits and vegetables. However, those who were exposed to fruit and vegetable TV ads were much more positively disposed toward eating these foods. These findings point to the important, and more positive, role that TV could play in supporting healthy eating messages."
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Children, TV and Video Games, 2008.
This paper looks at the effects of television and video games on children.
3,172 words (approx. 12.7 pages), 9 sources, APA, $ 91.95
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Abstract
In this article, the writer notes that controls are placed on certain products and on advertising when targeted to children. The rules covering these regulations have changed over the yeas, based on perceptions of potential harm to children and the Internet age has raised new issues related to video and computer games, the content of which is often violent. The writer points out that television is a special case because it comes into the home and because controls can be imposed more easily as broadcasters must adhere to the requirement to serve the public in exchange for a license. Today, though, most people get television through cable, with many channels that are specifically for cable, and the same regulations and controls do not apply. The writer explains that this reduces the ability of government to pass and enforce rules on content for children. The writer notes that video and computer games are also widespread, though some regulations have been passed to reduce the ability of children to get such games if they are deemed to be not for children, largely through a ratings system with varying degrees of adherence to imposed norms. The writer maintains that concerned parents still want more rational and more effective controls on such content and a solution to the problem.
From the Paper
"Advertising on programs for children has been under fire for many years. Some object to images of violence, as with the sale of war toys or cowboy gear, and others object to unrealistic images of women, exemplified by products like the Barbie doll. Controversy has also centered on the very concept of developing the next generation of consumers, with some seeing television advertising to children as a way of creating a need where none existed and selling products that are not needed while accustoming children to the idea of being consumers. At some level, this can be a more abstract fear, not as clearly tied to a specific product or type of image, but it can be quite persuasive when one consider the number of ads directed at children, the way toys and other products are sold to children, and the way other products are geared to children, such as sugary cereals and soft drinks. Advertising to all markets increases at certain times of the year, notably in the fall into December, with advertising developed for Christmas and the buying season then and after as bargains attract buyers into the new year. An analysis of the commercials directed at a young audience for films, DVDs, and video games shows some of the selling methods and the appeal made to young people as well as the pervasive nature of such advertising messages, increasing as they do during the months before Christmas in order to increase sales of these products."
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