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The Economic Impact of Michael Jordan, 2004.
A look at the immense earning power of celebrity sports star, Michael Jordan.
2,069 words (approx. 8.3 pages), 18 sources, APA, $ 65.95
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Abstract
This paper looks at the economic impact of Michael Jordan that resulted from his super-star status and his endorsement of certain products. The paper points out that, in addition to having had a positive economic impact on the NBA, Michael Jordan has also had a tremendous economic impact on companies whose products he has endorsed and that, in essence, Jordan himself represents power, influence, globalism, wealth, and capitalism .
From the Paper
"Sport personalities and their sponsors have now become a winning combination and the link between the two has proved to be an immensely profitable connection for the global economy. There are several reasons why sports personalities are chosen to promote certain products. Firms are quite careful in their selection of the right face and name to associate with their products or services. Research in this area indicates that firms select celebrities when it is felt that ?the life experiences of endorsers fit the advertising message, that the endorser has high appeal with the firm's target consumer group, or that the endorser's universal appeal makes the advertising universal.? (Mathur et al, 1997)"
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Managing Marketing Communications, 2004.
This paper discusses the management of marketing communications: advertising, sales promotion, public relations, and direct marketing.
3,490 words (approx. 14.0 pages), 17 sources, MLA, $ 98.95
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Abstract
This paper explains that the key elements to the success of a marketing, sales, or public relations campaign are the abilities to target audiences and to respond effectively to consumers' ever-changing wants, needs, and desires. The author points out that traditional large-budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services; rather, more focused campaigns, which take into consideration target markets and consumer objectives and preferences, are necessary. The paper stresses that most effective marketing plans and campaigns serve as tools to help move consumers into a manufacturer or retailer?s corner and to keep them buying into a particular market share.
Table of Contents
Introduction
Sales Campaigns
Public Relations
Marketing
Advertising
Conclusion
From the Paper
"More than 36 percent of public relations professionals claim that finding strategic direction is difficult. Most public relations campaigns fail due to lack of appropriate insider knowledge regarding industry and business issues and a lack of ability to communicate among professionals and consumers. An effect PR campaign is destined to fail if the individuals promoting it have not aligned their goals with those of the corporation they are representing; at the same time, PR professionals have a duty to understand the industry in which they are working. Without adequately understanding the market they are promoting, PR professionals can?t hope to design campaigns that instill confidence in consumers."
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Fear as an Advertising Tactic, 2004.
A look at the concept of fear as an advertising tactic through a review of "Media Mythmakers" by Benjamin Radford.
871 words (approx. 3.5 pages), 2 sources, APA, $ 30.95
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Abstract
This paper examines how, although there have been many concerns about the sheer volume of advertising in all forms of media from as long as it has been in existence, the relatively new and growing trend of using health-related fears to sell products is particularly alarming. It looks at how it is this trend that Benjamin Radford mentions in his book, "Media Mythmakers", that actually ?threatens? to manipulate consumers to the detriment of society as a whole.
From the Paper
"Take, for example, the exploding market for ?ADHD? medications. ADHD, short for ?attention deficit, hyper-activity disorder,? is a fairly new ?disorder,? that is being labeled onto the nation?s children at an alarming rate. Although many consider ADHD to be an authentic disorder in children, the sudden jump in ?diagnosis? in the school-aged population gives one pause. According to people like Radford, the magnitude of this jump is due, not to a real health crisis, but as a response to the fear-based advertising that pharmaceutical companies are pushing on consumers on an increasingly wide scale."
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TV Commercials, 2004.
An opinion paper, which argues the commercial benefit of television advertising.
1,689 words (approx. 6.8 pages), 5 sources, MLA, $ 54.95
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Abstract
This paper establishes that advertising has a very fundamental and valuable contribution in as much that it fuels economic and social progress. The writer argues that advertising stimulates economic growth through creating new desires, thereby increasing the demand for goods and services. This paper also states how advertising allows consumers to make informed purchase decisions. It concludes that advertising revenue enables affordable, mass access to popular television programming, such as news and talk shows, which then leads to information, knowledge, and debate on issues of social concern.
From the Paper
"Though a simplistic definition of the advertising discipline is ??a commercial communication from an identified sponsor, which uses various commercial platforms, such as newspapers, radio, TV, billboards, satellite, Internet, to connect with an audience, e.g. customers,? the importance of the function is really seen in the role it plays in economic and social development. Advertising stimulates competition among providers of goods and services leading to the development of higher quality products, a better standard of living, increased consumer demand, employment generation, and incremental government revenue through sales tax and more taxable income. Advertising also increases consumer welfare, as it allows buyers to choose the product or service that best meets their needs, based on the information provided. The importance of the advertising industry in economic and social development is further reflected in the fact that advertising revenues are a significant source of finance for media, educational programming, and entertainment. Newspapers, magazines, cable, satellite, broadcast services, and the Internet depend on advertising support to keep their prices affordable (The Liberation of Advertising Services, Nov. 2002)."
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Marketing for Small Businesses, 2004.
Looks at how various types of social, political, and economic factors influence marketing and advertising strategies for businesses.
4,573 words (approx. 18.3 pages), 30 sources, APA, $ 118.95
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Abstract
This paper talks about the role that advertising has in the success of small businesses and takes a look at how advertising and marketing strategies are influenced by economic, social, and political factors, which can change over time. The paper also explains the functional aspects of advertising and the three critical elements of advertising and uses the example of small Greek tile businesses to demonstrate the need for effective advertisement and promotional campaigns.
From the Paper
"The marketplace is a complex environment. Here manufacturers of goods and services are constantly looking for ways to differentiate their products from those of their competitors. Advertisements without being deceptive should provide the public information of the product or services in a fair and unbiased manner. (McLendon, 1981) The different medium of advertising also informs the public at different levels. (Yiannaka, Giannakas, & Tran, 2002) For example, the electronic media provides low informational content as opposed to the print media, which provides explanations and more detailed information of the goods or services being sold."
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Online Marketing, 2004.
An explanation of the methods employed by companies to advertise and market their products via the Internet.
5,075 words (approx. 20.3 pages), 9 sources, MLA, $ 127.95
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Abstract
This paper outlines the changes evident in marketing strategies given the strength of the Internet. The paper looks at how companies now focus on online marketing methods as one of their main sources of advertising mediums.
Executive Summary
Introduction
What Is Internet Marketing?
The Legal Position
Methods of Contact
Banner Advertisements
Word of Mouth Publicity
Building up Links
Important Points for Online Marketing
Bibliography
From the Paper
"Online marketing is the spreading of the message of organizations about themselves, or their products, or services through the biggest communication medium that is available today, the Internet. This provides support to marketing just like the other forms of advertising, and the concept is new, as is the concept of Internet. At the same time, it is one of the fastest spreading methods of communication, and it utilizes the general tools of the Internet that the ordinary gopher uses like search engines, e-mail, and banners inside sites. It also requires that the organization involved in marketing sets up the website for the organization and carries out dealing through that site. Each of these tools has its own utility and one needs expertise in first setting out on the path to their utilization. The specific benefits of each tool has to be studied and the entrepreneur has to decide what all he would like to use and how."
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The Cost of Advertising, 2004.
An analysis of the need for and the cost of advertising.
3,536 words (approx. 14.1 pages), 9 sources, MLA, $ 99.95
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Abstract
This paper looks at the need for advertising in order to increase sales and create branding awareness for the product and company. The paper points out that, in today's world, Internet advertising plays a major role and is a major cost to a business. The paper then looks at each of the major consumer markets, namely, U.S.A., Germany, Japan, Spain, Italy, and the United Kingdom and how each country is spending its advertising dollars.
From the Paper
"The term ?media? in general refers to the communication vehicles used to take the messages to the people and these consist of newspapers, magazines, radio, television, billboards, direct mail, and the Internet. The commercial messages to the target audience is carried by the media for the advertisers, and on the other side, the media depend on the advertising revenues to cover the cost of their operations. The estimated advertising expenditure in media was shown already at around $141 billion in 2001, and it is estimated that of this expenditure television accounted for 22.5 percent, direct mail 19.8 percent, newspapers 19.3 percent, radio 7.7 percent, yellow pages 5.8 percent, magazines 4.7 percent and the Internet 1.8 percent, with other media accounting for the remainder. Among the media, there is a classification into mass media and niche media according to the advertising experts. The media of television, newspapers, magazines and radio are called mass media as they carry the messages to a widespread and anonymous audience."
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Marketing to Gay Consumers, 2004.
This paper evaluates two issues in regard to reaching gay consumers, spendable income and the sexual content of advertising.
3,865 words (approx. 15.5 pages), 15 sources, APA, $ 105.95
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Abstract
This paper explains, after the author?s research of academic literature and an extensive review of the advertising trade literature, it is apparent that the urban myth, which states that gays have more disposable income than other groups, remains, while the gay psyche is no different from the psyches of other identifiable marketing target groups. The author points out that differences in how marketing is handled arise from the necessity of deciding whether to advertise in mainstream media as well as in gay-specific media. The paper relates that the problem arises because, while the necessary images may be acceptable in the gay-specific press, they may be regarded as less acceptable by straight consumers when they appear in mainstream media.
Table of Contents
Introduction and Statement of Hypotheses
Literature Review
Application
Review and Evaluation
Conclusion
From the Paper
"Not surprisingly, the marketers claim the only thing they have to fear these days is the right wing as the middle has already become comfortable with the idea. In addition, of course, there is the need, in stagnating economies, to tap into a good market, no matter what. In 2004, it was estimated that the GLBT population was about 15 million (somewhat under the Kinsey estimate of eleven years earlier), with $485 million in spending power. ?Though it?s a smaller niche than the African-American and Latino markets, gays are a consumer group with a high proportion of discretionary income?.
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Advertising in the Greek Market, 2004.
A look at the role of advertising in a small tile company in the Greek market.
13,400 words (approx. 53.6 pages), 39 sources, MLA, $ 249.95
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Abstract
This paper examines how marketing and advertising are linked and analyzes the fundamental facets of marketing, advertising, and advertising for small businesses. It provides a case study of a small business in Greece, Aristides A.E., and evaluates its marketing strategy to see if any improvements can be made. It attempts to create a new marketing plan to market Aristides A.E. as a distributor of exclusive goods, to generate more high-value orders, and to build relationships with clients who are likely to keep coming back for more products.
Outline
Literature Review
Methodology
Discussion
Conclusions and Recommendations
From the Paper
"Public Relations is also a necessary evil for the small business: public relations takes a number of forms and in its purest form is viewed as the means by which a company can communicate honestly and accurately with its public: it includes media releases, product launches and premises openings (My Business, 2004c; Williams, 2004). PR is generally a cheap form of communication, but, if you want to do it effectively there are simple guidelines to follow: if you are about to set up a business send a press release to the local paper, or hold a launch event and target the appropriate trade journals (My Business, 2004c). When writing a press release, it is vital to keep it simple: journalists are bombarded with hundreds of press releases every week and have tight deadlines to meet, and so if the press release babbles, there is a very good chance it will end up in the bin before the third paragraph is reached."
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Toyota Prius, 2004.
A proposed marketing communication plan to build on the expressed interest and demand for the Toyota Prius to increase sales and profits for a local Sydney Toyota dealership.
6,456 words (approx. 25.8 pages), 9 sources, MLA, $ 149.95
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Abstract
The overall mission of this report is to create a plan for increasing the market interest, resulting in increased sales for the Toyota Prius. The marketing plan is designed to put the Prius in front of the public, communicate a message about the hybrid vehicles features and benefits, increase the public?s awareness and favorable opinion of the vehicle, and ultimately increase market penetration. It examines how, currently, the Toyota chains in Sydney, Australia, are selling 30 units per month and how the goal of this marketing and communication plan is to increase that sales rate by a significant margin to 600 units per month in the greater Sydney area.
Outline
Executive Summary
Overall Mission
Budgets
Timetable for Launch
Product Description ? FAB and SWOT
SWOT Analysis of the Prius
Audience Profile
Advertising Creative Tasks
Advertising ? Media Planning and Buying Tasks
Competitive Environment Analysis
From the Paper
"Featured in this advertising will be the winners of the Prius give-away. Also, the winners of the ?I love my Prius because? contest will be features, and the contributions received from this contest can become the heart of the marketing message. The marketing in this phase will shift form the transmission ? rational approach to the ritual ? emotional approach. Because of the successful execution of the first two phases, the marketing campaign will have build a successful foundation on which to create increased buying demand. The first two phases were designed to create consumer interest. These final two phases will be designed to create consumer purchasing decisions."
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Children?s Advertising, 2004.
Examines how commercials negatively affect children who view television on a regular basis.
1,717 words (approx. 6.9 pages), 6 sources, MLA, $ 55.95
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Abstract
This paper argues that television viewing by children should be greatly restricted, not only because of the negative affects of watching television in general, but also because the advertising media is actively seeking ways to influence children. The paper examines various aspects of advertising aimed at children, including brand loyalty, in-school programming, and food advertising. It also touches on violence and sex-role stereotyping.
From the Paper
"According to some research, while psychology often provides valuable insights about controlling obesity, psychologists are also often on the payroll of the junk food advertisers, informing those advertisers about the best way to reach a child?s mind with the message they intend to get across. In addition to that, there is also the ?nag factor,? in which children are encouraged to bug their parents until they get what they have just been convinced they want, disrupting family dynamics in the process. (Cohn, 13) It could be argued that disrupted family dynamics would also lead to additional work for psychologists. And it could be argued that none of this serves the children very well at all. Of course, one might wonder who needs parents or psychologists when one has Ronald McDonald."
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Product Placement, 2004.
A look at the phenomenon of advertisement through product placement
1,024 words (approx. 4.1 pages), 3 sources, MLA, $ 36.95
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Abstract
This paper examines how strategic product placement is, at least, a half-century-long advertising industry practice that evolved alongside the 20th century motion picture industry. In particular, it looks at how the benefits to advertising through strategic product placement are so numerous that it is almost curious the advertising industry has not embraced and exploited it even more aggressively than it has. It also discusses the ethical implications.
Outline
Background and History
The Benefit to Advertisers
Ethical Analysis
From the Paper
"Critics maintain that product placement crosses the line demarcating ethical and unethical advertising. According to the Center for the Study of Commercialism, product placement in movies results in an advertisement saturation level that is detrimental to the authenticity and artistic integrity of the feature film industry that warrants proper referencing within the credits for honesty sake (Govani, 1995). On examination, ethical objections to advertising through product placement seem to violate no ethical principle, at least none that is at all distinguishable from those that can be lodged equally against traditional forms of advertisement."
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Ethics of Marketing to Children, 2004.
This paper outlines research to determine the ethics of marketing to children and to identify boundaries within which organizations should maintain their marketing efforts
1,860 words (approx. 7.4 pages), 9 sources, APA, $ 59.95
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Abstract
This paper explains that, regardless of who holds responsibility for the behavior of the nation?s children, direct marketing to children, online or through traditional techniques, is developing a new profitable channel for business sales. The author points out that direct marketing to children expanded to schools through the entry of vending machines and corporate-sponsored products and events. The paper outlines two research approaches: a review of current regulatory policy to identity specific guidelines and a qualitative survey of teachers to collect their perceptions of current marketing practices.
Table of Contents
Introduction
Purpose of This Study
Literature Review
Research Methodology
Ethical Considerations
Timeline
From the Paper
"The economic value of marketing to children extends beyond the amount of money in their collective pocket at any one time. Children are determining their own personal spending patterns, and developing brand identity which could influence a lifetime of buying habits. For this second reason, children are profitable targets of business marketing dollars. When a child established their own purchasing habits, businesses can have a customer for the rest of the child?s life."
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Delta Airlines, 2004.
Review of Delta Airlines?s financial and marketing goals and objectives.
811 words (approx. 3.2 pages), 3 sources, APA, $ 28.95
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Abstract
This paper examines Delta Airlines's financial and marketing goals and notes how the financial objectives are closely linked to the marketing goals. The paper looks at how Delta focuses on the needs and wants of its customers, as well as how it has been financially affected by the September 11 terrorist attacks. The paper also discusses the areas that Delta intends to target for marketing purposes and where it faces the greatest competition.
From the Paper
"The company?s financial objectives and goals are closely linked to its marketing plan. Vicki Escarra, Chief Marketing Officer of Delta Airlines says that the company?s singular dedication to the needs and wants of consumers has allowed Delta to survive and thrive in the most difficult market environments (Morris, 2002). One event that shook Delta and the rest of the airlines was the terrorist activities of September 11th. Increased expenses due to security training, cockpit door reinforcement, and insurance costs dramatically altered the airline?s fixed overhead costs."
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Promotion for Nike's "Shox iD" Shoe, 2004.
Analysis of Nike's advertising and marketing approach for its "Shox iD" shoe.
1,232 words (approx. 4.9 pages), 3 sources, APA, $ 41.95
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Abstract
This paper takes a look at the manner in which Nike has chosen to promote its "Shox iD" shoe. The paper analyzes Nike's Internet marketing strategy for the shoe, the message Nike tries to convey about the shoe, and how Nike continues to capitalize on its image as a great shoe company.
From the Paper
"However, in terms of promotions, Nike still is masterful in conveying a strong message to a targeted segment of the running shoe market as well as eking out, if not dominance, then a still secure area of the sports apparel industry. One recently promoted shoe of great importance to Nike is that of the new Nike Shox iD running shoe. The Nike Shox iD running shoe has not been marketed in a general fashion, however, on television, Internet, and the print media in the same diffuse manner as, for instance, the Air Jordans of the past. This was because many non-basketball players wore Air Jordans to convey their solidarity with the great basketball player and themselves as his great fans."
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Hershey's "Swoops", 2004.
Analysis of the marketing strategy behind Hershey's "Swoops".
2,990 words (approx. 12.0 pages), 14 sources, MLA, $ 88.95
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Abstract
This paper begins with a brief description of Hershey's new chocolate product, "Swoops", then discusses Hershey's current market position, and goes on to on to analyze the specific nature of the role envisaged for "Swoops" TM within the company?s portfolio of brands.
From the Paper
"New Product Development: The process of idea generation and screening at Hershey?s, as mentioned earlier, takes place within the ambit of its IBI or fact-based approach to decision making, as well as within the context of the corporate goals of driving profitable core growth through fuelled but reallocated brand spending, captured price realization, and building a competitively advantaged business. In other words, Hershey?s believes that its transformational growth opportunities lies in leveraging its existing core competencies and competitive advantages in category-defining iconic brands such as Hershey?s milk chocolate, Reese?s peanut butter, Almond Joy coconut, and York mint. Thus, the direction for new product idea generation and screening at Hershey?s is that all concepts must meet the preceding criteria besides ensuring the fulfillment of consumer needs for taste, convenience and/or better-for-you (healthier) products (Lenny, Feb. 2004). To sum up so far, new product development in Hershey?s must meet the criteria of affordability; captured price realization; leveraging of core competencies and existing competitive advantages in iconic brands; fulfillment of consumer needs for taste, convenience, and better-for-you products; and identification of opportunities to further grow Hershey?s share of the confectionery and overall snack market."
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Marketing Issues for Multinational Corporations, 4.
Market evaluation for software companies wishing to market their products in the global market.
18,000 words (approx. 72.0 pages), 97 sources, APA, $ 249.95
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Abstract
This paper presents a macro level analysis of the global market for software companies. The paper evaluates the software industry and the different products sold by manufacturers worldwide, the unique features and the common features that exist in the market, potential profits and returns that software companies can hope to get from this market, and segmentation of the market and the local culture and environment that exists. In addition, this paper evaluates new product development and new applications for existing products, as well as an analysis of the communication and infrastructure requirements and the organizational structure for each market.
Holistic Analysis of the Software Industry's Market
Review of Companies Selected for this Study and Their Market Segments
SWOT Analysis for the Six Companies Discussed in this Report
Microsoft Corporation
Oracle
Symantec
Infosys Technology
Wipro
AutoDesk
PESTLE Analysis of the Markets of the U.S., U.K. & India
Political Analysis
Economic Analysis
Social Analysis of the U.S., U.K. and India
Technology Analysis of the Three Countries
Legal environment
Environmental Analysis
Analyzing the Software Industry Using Porter's Five-Force Model
Internal Rivalry as it Exists in the Software Industry
Barriers to Entry
Substitutes and Complements
Buyer Power in the Different Markets of the U.S., U.K. and India
Bargaining Power of Suppliers
Microanalysis of the Three Markets and the Six Companies in these
Markets
Strategies of the Organizations in the Markets
Structure of the Organizations in the Industry
Systems in the Organizations and the Markets
Styles of Management
Staff Requirements in the Industry
Skill Requirements for Success
Shared Values of the Organizations within the Market
From the Paper
"Globalization, free market ideology and advancements in communication and technology have changed the way companies and organizations now conduct business. Research and development of new products and new uses of existing products are the core issues tackled by organizations. Marketing plays a very important role in success of an organization and the profits that can be obtained over time. No matter how good or useful the product, if the consumer is not aware of the product or does not know applications of the product, it is inadequate."
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Product Placement in Films, 2004.
This paper discusses the practice of product placement in films, especially of Taco Bell in ?Demolition Man?.
1,750 words (approx. 7.0 pages), 6 sources, MLA, $ 56.95
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Abstract
This paper explains that product placement in films involves the inclusion of brand name merchandise on screen as the result of a deal between marketers and the makers of movies. The author points out that, despite criticism, product placement has grown in importance, and the placement of Taco Bell in ?Demolition Man? marks a new shift in the practice by incorporating product placement into the character and plot of the movie. The paper states that Taco Bell's product placement is successful because it reveals to the audience that the corporation has the courage to laugh at itself.
Table of Contents
Introduction
Overview and History
Criticisms of Product Placement
Product Placement in "Demolition Man"
Conclusion
From the Paper
"The practice is so common that it is often spoofed. In the 1992 movie Wayne's World, the underground cable show depicted spoofs product placement with a cheesy scene that shows a Pizza Hut box that cuts away to a Nupril pills backdrop, as the main character, Wayne notes "I will not bow to any corporate sponsor". Josie and the Pussycats (2001) took the parody of product placement to a new level as it featured over 25 product placements in a two-minute trailer."
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The Powers of Advertising and its Negative Effects on the Consumers, 2004.
Explores the evolving view of the purpose of marketing activities.
12,636 words (approx. 50.5 pages), 33 sources, APA, $ 242.95
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Abstract
This research paper attempts to show that advertising and marketing are not quantifiable sciences like the physical sciences where certain results can be expected after inputs of a certain amount have been put in. The paper shows that marketing is a social science, which changes a lot with society and is currently going through a phase of transition due the new information technologies. Furthermore, the paper demonstrates that the job of advertising is to pass on the information about products and services to consumers, and this method itself is undergoing change due to the changing influences of the Internet. This new medium gives the consumers many options, and the possibility of passing on misinformation to them in a convincing manner is becoming limited.
Literature Review
Is Advertising Untrue?
Reactions to Advertising (?) Failures / Negative Effects
The Development of New Media
From the Paper
"Modernization has also led to a situation where the ownership of media is getting fragmented, and the progress of the information from the marketing organization to the consumer is no longer passing through clear stages. There are now cases where the information is going directly from the marketing organization to the consumer, and in that case, it is difficult to classify it strictly as advertising. The role of the marketing organization is now the most predominant in the entire process of advertising in whatever form it may be. The negative effects, whatever they may be is thus the responsibility of the marketing organizations as they are the most powerful in the triumvirate of the marketing organization, advertising agency and the media owner."
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