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Marketing Ethics, 2004.
A look at the importance of marketing ethics in the business world.
4,284 words (approx. 17.1 pages), 19 sources, MLA, $ 113.95
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Abstract
This paper assesses the relevance of marketing ethics in current business environment and the extent to which ethical issues should be taken into account while devising marketing strategies. It attempts to understand the nature of marketing ethics and analyzes the possible impact of ethics in marketing from different viewpoints, based on the theories and research work carried out in this field. It identifies and explains how marketing ethics can be improved in practice, as well as ways to integrate ethics in formulating and implementing marketing strategies. It also examines the efficacy and impact of popular marketing strategies with ethics, analyzes the role of ethics in advertising, explains the elements of consumer ethics, and discusses the role of legislation to enforce marketing ethics.
Outline
Marketing Ethics and the Business Environment
Nature of Marketing Ethics
Research on Marketing Ethics
Improving Marketing Ethics
Implementation of Ethical Standards in Marketing
Ethics and Advertising
Marketing Strategies with Ethics
Green Marketing
Marketing Intelligence and Corporate Espionage
Consumer Ethics
Regulation
Conclusion
From the Paper
"Marketing ethics is a sub-set of business ethics and examines the moral issues relating to marketing decisions made by organizations. Although its roots can be traced back to the 1960s, marketing age is believed to have come of age only in the 1990s, thanks to extensive research on the subject carried out in the decade before. (Murphy, 111). Several topics make up the fabric of marketing ethics ? product quality, safety and liability, fairness in pricing, honesty in advertising and selling, privacy in internet database and marketing. According to Kotler, in recent years, people have started questioning the value of marketing concept, when the world is faced with environmental degradation, resource shortages, hunger and poverty and neglected social services."
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Public Relations Evaluations, 2004.
Study of the importance and methods of evaluating the effectiveness of public relations.
4,371 words (approx. 17.5 pages), 13 sources, APA, $ 115.95
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Abstract
This paper presents an thorough study of public relations (PR) evaluations. It explains what PR evaluations are, the importance of the evaluations, and explains the different types of PR evaluations and the techniques used. The paper also provides evaluation models, case studies, and theories.
What is PR Evaluation?
Importance of PR Evaluation
Types of Evaluation
Formative and Summative Evaluations
Inputs, Outputs and Outcomes
Techniques of PR Evaluation
Evaluation Models
Other Theories
Objectives of Public Relations and PR Evaluations
Barriers to Evaluation
Case Studies and Theories
Effective Measures
From the Paper
"The evaluation debate in public relations focuses on media evaluation, as PR efforts aim to obtain is media coverage. As a result, press clippings and transcripts/tapes serve as evidence of that activity. However, it is important to understand that media evaluation must be kept in context, because it actually only examines the process of public relations evaluation, not the result."
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Domino's Pizza Advertising Strategy, 2004.
An appraisal of this pizza chain's advertising strategy.
2,788 words (approx. 11.2 pages), 3 sources, MLA, $ 83.95
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Abstract
This report provides insight into one of the pizza industry giants, Domino?s Pizza. Like the majority of success stories in corporate America, Domino?s Pizza has a ?rags to riches? tale. This review offers an appraisal of the company?s advertising strategy and its media campaigns. Initially, the report illustrates the origins of this corporate giant leading up to its nomination as the "Chain of the Year" in 2003. A detailed review of the corporate quarterly reports is utilized to demonstrate the company's consistent growth despite the instability of the American economy. The report also focuses on some of the more successful advertising methodologies Domino?s Pizza has used in the past and suggests some strategies for the future. A review of the more pertinent market research is senior management has used in order to make strategic decisions are pointed out. The paper provides insight into the company?s advertising budget, as well as its image as a community asset with regard to social and ethical issues.
From the Paper
"As a multinational corporation, Domino?s Pizza does all of the retail sales advertising that can be expected from an operation of that size. They invest heavily in flyer, television, radio and newspaper advertising. Their new internet portals allow customers to order pizza over the net from local outlets and also provide many details of the organization as a whole. The company expends a great deal of energy advertising for franchise owners as well as customers. Throughout the franchise documentation, the company highly recommends that the new franchise owner get involved with the local community and the social and ethical issues of that community. All of this needs to be taken into consideration when the company creates its overall advertising campaign."
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Global Marketing Differences, 2004.
A look at the different approaches to marketing in countries across the globe.
1,541 words (approx. 6.2 pages), 10 sources, MLA, $ 50.95
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Abstract
This paper on the cultural differences in marketing trends compares and contrasts the marketing trends in the United States, China, and Taiwan. This paper also explains why culture plays such a huge role in each country?s marketing techniques. An illustration of the consumer behavior with respect to the most popular products being sold is also given. This paper also highlights relevant quotes to support its claim.
From the Paper
"Trends of marketing vary from country to country and are greatly influenced by that country?s culture. Good marketing decisions requires the planning and coordination of marketing resources and the integration of the marketing mix to achieve a desired result in markets selected for targeting by the business. The business?s offers are tailored through marketing decisions in terms of product line, place, pricing elements and sales promotions to match the perceptions of value of its target market. In some ways business markets are similar to consumer markets since they both involve people who assume buying roles and make purchase decisions to satisfy needs. Both business markets and consumer markets are greatly influenced by cultural trends. Business marketers also need to remember that women now account for a significant share of purchase decision-makers."
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?Milk Got, Hmmm??, 2003.
A review of the ?Milk Got, Hmmm?? advertisement for milk.
1,425 words (approx. 5.7 pages), 4 sources, MLA, $ 47.95
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Abstract
This paper examines how the ?Milk Got, Hmmm?? dairy ads featuring Yoda from Star Wars have been widely publicized in magazines, on billboards, and widely spread around the Internet. It looks at how the purpose of this ad is to encourage people to drink milk, based on the health claims made within the text and also based on the appeal of the character of Yoda. It also discusses how the health claims that it makes have been largely debated and how there may, in fact, be false statements ,since there is a great deal of scientific evidence actually pointing to milk as a cause of bone density loss.
From the Paper
"This advertisement attempts to appeal to the logical consumer by stating claims that milk will be beneficial to the drinker?s health. It is only reasonable to assume that people will be attracted to a product that will give them better health and a longer life, and this is exactly the claim that the text of this ad makes. As opposed to explaining that it is a mastery of use of The Force and his dedication to Jedi studies that has prolonged his life, the Yoda in this ad states that it was in fact milk that allowed him to live for nearly a millennium and remain strong. ?When younger are you, strong bones milk builds, yes. But when adults, slow rate of bone density loss, it does.? seems like a very logical reason to drink milk. Unfortunately, this claim may not be backed by actual fact."
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Global Differences in Advertising, 2004.
A look at how similar products are marketed in different locations around the globe.
1,039 words (approx. 4.2 pages), 1 source, MLA, $ 36.95
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Abstract
This paper takes the example of a computer and looks at how different channels advertise it in order to sell to the local community. The paper looks at the various forms of advertising used today, including print, television, Internet, and other forms. The writer explains that Internet advertising is more global than the other forms, as anyone around the globe can access the information.
From the Paper
"In seeing that a firm can use different media for targeting its customers, it seems appropriate that a company uses television for mass marketing of its products, i.e. computers, while print media is selective and targets its products toward people who are educated and read the newspaper. In case of the Internet, the main segments of the computers will be young users customers and hobbyists, who like to navigate different sites and want to find out more about the products. However, an Internet site can also focus its advertisements for offering more information about products so that even a common person who owns an Internet service can navigate different Internet sites of the computers to make its buying choices."
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Corporate Sponsorship in Sports, 2004.
Presentation of a managerial model for understanding the positive and negative aspects of corporate sponsorship in the sports arena.
4,723 words (approx. 18.9 pages), 20 sources, APA, $ 121.95
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Abstract
This research paper presents a managerial model that can be effectively applied when discussing the cost?benefit relationship of corporate sponsorship in athletic events. In order to create this model, the paper considers the impact of what a community may consider to be too much corporate influence, the problem of advertising a controversial product, overall community perceptions of the presence of a sponsorship, and the goals of the athletic competition at different levels. The paper contends that the managerial model should be able to identify these factors and use them to develop standards for the sponsorship relationships.
Marketing, Money and Maturity
Cost?Benefit Relationship
Determine Managerial Model to Use as a Basis for Evaluating Corporate
Sponsorship
Determine Positive Effects of Sponsorship
Determine Negative Impacts of Sponsorship
Determine Equilibrium
Develop Model for Different Levels of Athletic Competition.
Managerial model
Nature of Sponsorship
Integrated Marketing Communication (IMC)
Managerial Aspects of Sponsorship.
Research Methodology
Compare and Contrast Equivalent Systems
Schools with Corporate Sponsorship
Schools without Corporate Sponsorship
Condition of Athletics and Scholastic Performance without Corporate
Sponsorship
From the Paper
"This cost benefit relationship is multifaceted. The direct cost to the corporation is the amount of dollars paid for the sponsorship. However, the indirect costs are the resulting public opinion of the sponsor. The assumption is that by expensing advertising revenue, the company is improving their relationship, and brand recognition in the community. However, the question as to whether or not the sponsorship is at risk of creating a backlash against the company has not been addressed. Recent moves by soft drink and snack food corporations to introduce their products into elementary and secondary schools have created a feeling in the communities which are opposed to this level of corporate influence."
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Marketing and Branding, 2004.
An analysis of the effect of marketing and branding on consumer behavior.
5,324 words (approx. 21.3 pages), 18 sources, MLA, $ 131.95
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Abstract
This is a dissertation paper that studies and explores theories and information on how consumer behavior responds to brand extension. This paper uses different company products, along with the brand?s product extensions, as examples for the basis of its analysis on how consumer behavior is affected by extension brands. This paper aims to provide the readers with adequate information on the following objectives of this research: an exploration of the strengths and weaknesses, opportunities and risks of brand extension by reviewing relevant theories; an exploration of consumer behavior; a look at the impact of brand extension on consumer behavior by collecting relevant data; and, finally, an analysis of the relationship between consumer behavior and brand extension.
From the Paper
"A business in the line of women?s fashion has been among the largest and crowded industry in the market nowadays. Competition among firms has been stiff, competing with one another on the basis of their ability to influence trends and fashion, as well as in their ability to quickly adjust, manage, and survive in a trend that the fashion market imposes (Guercini 2001, p.69). One strategy that manufacturing industry and businesses in the line of women?s fashion generally considers during a need for incremental financial growth is the employment of new brands, or what we call brand extension. An example of which is Monsoon, a company that started off in clothing fashion and had extended its line to accessory products. In 1984, Monsoon started a new company called Accessorize, which now has more than 110 store outlets in the UK, and more than 100 stores in different countries worldwide (Monsoon, accessorize.com). Accessorize is now one of the major companies in fashion accessory."
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The Pottery Barn's Website, 2004.
Website analysis of Potterybarnkids.com.
981 words (approx. 3.9 pages), 3 sources, APA, $ 34.95
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Abstract
This paper describes and analyzes the website of the home furnishings company, "The Pottery Barn". The paper looks at the site's targeted audience, its effectiveness, and its usability, and then concludes with some simple recommendations for improvement.
From the Paper
"Potterybarnkids.com is a website run by the popular home furnishings company The Pottery Barn. The Pottery Barn itself sells furnishings that aspire to be both decorative, creative, yet comfortable and affordable for modern twenty or thirtysomethings decorating their first homes or apartments. (Potterybarn.com, 2004) Pottery Barn Kids is a subsidiary of the Pottery Barn Company. This branch has as its objective the mission of drawing young parents into decorating their children?s home ?spaces? with the same flair and style typical of Pottery Barn consumers in adult home ?spaces.? It also attempts to ?hook? very young children into becoming concerned about design and home furnishings style in a way that will make them Pottery Barn consumers in the future."
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The World of Advertising, 2002.
This paper discusses many issues in the world of advertising, the ?Dell Dude? marketing campaign and Internet marketing.
1,560 words (approx. 6.2 pages), 3 sources, APA, $ 51.95
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Abstract
This paper explains that the ?Dell Dude? marketing campaign was effective because the message was simple and to the point, created word of mouth, and had an indirect impact on parents; ?Dude, you?re getting a Dell? was a popular icon and had people talking. The author points out that an advertising campaign is a collaboration of many people within the company and outside of the company such as freelancers and consultants, including graphic artists, video production staff, copywriters, and publishers. The paper stresses that advertising campaigns for the Internet should be concise, to the point, catch the attention of the consumer, but not be so flashy that no one knows what the message is supposed to be.
From the Paper
"Advertising professionals, who make the mistake of ignoring this simple and most obvious thing, produce pretty and cute ads, while missing the message they are trying to convey. Just because an ad is pretty to look at and entertaining to read, doesn?t mean that it will persuade people to buy products or service and produce sales. Sometimes, just the simple, well-written, persuading ads produce the greatest results. This doesn?t mean that a well-written ad cannot be pleasing to the eye, but it does mean that copy needs to be persuading as well as have a pleasing layout."
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Causal Analysis of Consumer Culture, 2004.
Compares two works, "Work and Spend" by Juliet Schor and "Delectable Materialism" by Michael Schudson, on consumer culture.
815 words (approx. 3.3 pages), 2 sources, MLA, $ 29.95
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Abstract
This paper examines and compares the writings of two authors on the cause and effect of consumerism. The paper argues that, of the two books, Schudson's analysis in "Delectable Materialism" is more plausible than that of Schor's in "Work and Spend". The paper outlines Schor's work and then explains Schor's inability to establish cause and effect in her hypothesis. The paper then outlines Schudson's work and shows how he has established a cause-effect relationship in his hypothesis on consumer culture.
From the Paper
"In developing the argument that capitalism and advertising have created a consumerist treadmill resulting in discontent, Schor traces the advent of consumerism as concurrent with the development of the market system and the growth of the middle class. As further support of her claim, she cites the historically relative absence of materialism prior to the advent of capitalism. Thus, Schor concludes that it was capitalism that precipitated the rise of a consumerist culture and the breakdown of historical values: ?Thrift and sobriety were out; waste and excess were in?in the midst of all this buying, we can discern the origins of modern consumer discontent? (Work and Spend). The key to Schor?s hypothesis here is the apparent absence of materialism prior to the advent of capitalism. However, the seeming absence of consumerism could well have been a function of other factors such as lower incomes and more important, the absence of a wide range of consumer goods."
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Internet and Print Advertising, 2004.
A comparison of advertising techniques through print and Internet, using the Ford Company as an example.
1,135 words (approx. 4.5 pages), 10 sources, MLA, $ 39.95
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Abstract
This paper examines the marketing strategy of the Ford Motor company, comparing the use of print versus Internet advertising. The paper begins with some information regarding Ford's general marketing strategy and the move towards a more youthful approach. The paper then looks first at online and then at print advertising and makes some general observations about it all.
From the Paper
"One of the most prominent features of Ford?s advertising strategies is going into partnerships with others. For example, Ford developed ?A first-of-its-kind auto sales web site jointly owned by Ford dealers and their automaker. California. Called FordDirect.com, the portal is seeking financial investment among all 4,200 Ford dealers for 80% equity in the enterprise, with Ford Motor Co. holding the other 20% (Gordon 2000). Also, ?For its all new subcompact SUV The 2001 Ford Escape, Ford developed a ?My Dream Escape? promotion as a targeted print advertising approach working with 15 different publications to create two page ?advertorials" ."
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The Demand for Indian Tobacco Products, 2004.
Thorough study and evaluation of the demand in the European Union for Indian tobacco products.
8,836 words (approx. 35.3 pages), 44 sources, MLA, $ 185.95
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Abstract
This dissertation aims to examine the viability of expanding the interests of the Indian Tobacco Company by exporting to the markets of the United Kingdom, Germany, and France. The study explores the economies of the region, the capacity for production, and the potential demand for tobacco exports in the three target countries, as well as their potential markets. Economic indicators, financial indicators, and the relationships between them, as well as growth trends in private spending, country imports, inflationary change, and GDP are reviewed, and standard prices for tobacco products among the countries in light of these other factors are examined.
Outline
Indian Tobacco Company ? Financial Analysis
Profitability and Income
Expense Analysis
Economic Factors
Gross Domestic Product and Net Income
Capacity and Production
Consumption
Price Elasticity of Demand
Nominal vs. Real Prices
Cigarette Imports
Foreign Import Growth
Real Total Domestic Demand
Real Private Consumption Expenditures
From the Paper
"The advantages for Indian tobacco are a low unit production cost. Average retail prices for export are competitive with respect to Brazil, the United States and Zimbabwe. The cost of converting tobacco into cigarettes in India is approximately .80 US $/1000 pieces in 1999 versus 3.50 in UK and 4.0 in USA. In addition, the Indian market can address the low to medium nicotine levels now being requested by world markets. In addition, such global developments as government controls to restrict production in China, the phasing out of Agri subsidies by EU and Land invasions & Land acquisition in Zimbabwe i.e. change of tobacco farms from White farmers to Native farmer combine to provide an opportunity to gain entrance to export markets, particularly in the United Kingdom, France and Germany."
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Athletic Stadium Advertising and Signage, 2004.
A look at the current trends in the sports stadium advertising and signage industry.
2,785 words (approx. 11.1 pages), 5 sources, MLA, $ 83.95
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Abstract
This paper reviews the kinds of leading-edge signage found in today?s major league sports, the information that signage offers beyond mere branding, and the trends in stadium and home-viewer sports advertising.
From the Paper
"In the book, Ballparks (Von Goeben, 2001), there is a black and white photo of the Polo Grounds in New York, taken around 1911, with only two billboards prominently displayed ? the billboards advertised ?ESCO Hosiery? and ?Adlers Gloves? ? that probably cost less than a hundred dollars each. That was a lot of money back then. But by 1952, in another photo in the Ballparks depicting a World Series game at Ebbets Field in Brooklyn, signage was taking up most of the interior walls of the stadium. Thirteen billboards at ground level ? approximately 30-40 feet wide each ? were visible from the left field corner to the scoreboard in right center. And one wonders how much those billboards brought in for the teams. Not very much, in today?s dollar terms. But whatever the pittance was, it is dwarfed millions of times over by the $10 million a year Reliant Energy pays in 2003 to be the ?sponsor? of the NFL?s Houston Texans stadium, or the $7.6 million FedEx pays annually to get its logo ? and name ? on the Washington Redskins? football field."
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Advertising and Culture, 2004.
A discussion about the problems that advertising causes in people's perception of the 'correct' way to live.
1,987 words (approx. 7.9 pages), 7 sources, MLA, $ 63.95
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Abstract
This paper looks at the way that media advertising affects people's perception of proper culture. It explains that advertising is intricately connected with the principle of consumption and that consumers would buy anything that advertisements say is good for them, including culture and values.
From the Paper
"Advertising affects our perceptions and values so much that what we have in the shape of culture today is simply an advertisement-induced version of culture that lacks authenticity and gives rise images which are anything but genuine. Advertisements no longer give us a chance to develop our authentic self; rather all of us try to be like one of the persons we see in advertisements. For example, every girl would love to dress up like Britney Spears even if she doesn?t particularly like her style. That is because media tells girls that Spears is the ultimate representation of what is considered ?cool? in our society. Authentic self therefore remains buried under heaps of false cultural values. Authentic here refers to the quality of a person to remain unaffected by what he/she sees in ads. When a person is not influenced by advertisements, he/she becomes capable of nurturing their authentic self. Similarly what we get today in the form of culture is also heavily influenced by media and most specifically advertisements."
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Kobe Bryant and Nike, 2004.
Proposes how to deal with the problem of Kobe Bryant's negative image in his role as Nike's celebrity representative.
1,007 words (approx. 4.0 pages), 3 sources, APA, $ 35.95
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Abstract
Nike hired Kobe Bryant, a popular Laker's basketball player, to promote its products due to his modest, low-key style, contrasting with his team?s extraordinary athletic success. However, the recent allegations regarding sexual assault made about Bryant in the media and through the judicial system have completely altered Bryant?s image. This paper offers a proposal on what to do when the celebrity spokesperson, hired by a company executive, undergoes a rapid and unexpected change of image in the context of the modern media because of circumstances beyond company control.
From the Paper
"The ?data? accrued in such a case is difficult to pinpoint in a graphic format. Since the evidence regarding the night in question and the woman who is making the allegations varies from day to day, it is difficult to quantify what sort of an impact these allegations can and would have on future sales of Nike. What is clear, however, is that Bryant is no longer the man whom Nike hired. Sadly said, even if completely innocent of the allegations, the new data disseminated in the media shows him to be either a complicated martyr figure at best or at worst, a guilty man of a horrific assault. The fact that Nike also has a substantial line of clothing specifically targeted at women, usually making use of powerful and athletic women in its promotional material, makes the sexual nature of the allegations a particular concern."
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Unethical Internet Business, 2004.
A review of the the laws relating to Internet businesses.
904 words (approx. 3.6 pages), 3 sources, MLA, $ 32.95
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Abstract
This paper presents a brief overview of the AMA Code of Ethics, which was written to prevent ill-willed marketing in business. The paper then explains how easy it is for an Internet company to get away with misleading customers by false and wrong marketing campaigns, including a number of real-life examples.
From the Paper
"One example of a violation of the AMA Code of Ethics ? section, Rights and Duties of Parties in the Marketing Exchange Process (?Communications about offered products and services are not deceptive?) ? is found in the unsolicited yet tempting email (e.g., spam) titled ?Here?s your 2 FREE air tickets, 2 FREE Hotel Nights + $100.? Once the email is opened, the message urges the reader to ?Claim your 2 FREE Round-Trip Air Tickets and 2 FREE Hotel Nights!? The URL inside the email exhorts the recipient to ?Hurry! Offer Ends Soon!"
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Pepsi India, 2004.
Examines the business ethics of Pepsi India.
1,273 words (approx. 5.1 pages), 5 sources, MLA, $ 43.95
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Abstract
This paper outlines a case study regarding the ethical issues surrounding Pepsi India, which conducted an aggressive marketing campaign that defaced the environment in India. It includes a description of the moral dilemma, those affected, Pepsi's past conduct in India, and other relevant factors. Suggestions for a resolution to the conflict are also provided.
From the Paper
"The case study is regarding the ethical issues surrounding Pepsi India which conducted an aggressive marketing campaign which defaced the environment in India. Pepsi sells upwards of 160 million cases annually through 750,000 retail outlets across India. The principal moral agents involved are Pepsi marketing personnel, presumably in India, and those they hired to paint rocks with colorful Pepsi advertising in the Himalayans."
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Nestle's Marketing Practices, 2003.
An examination of the controversy of feeding infant formula over breast milk by discussing the involvement of Nestle's and other companies' advertising strategies.
1,221 words (approx. 4.9 pages), 1 source, MLA, $ 41.95
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Abstract
This paper briefly discusses how the World Health Organization is concerned about the number of bottle-fed babies over breast-fed babies. It links the advertising practices of Nestle and other formula-producing companies to this phenomenon and discusses whether there needs to be better control and legislation regarding these companies.
From the Paper
"Infant formula, saving lives or taking lives? What at first appears to be an absurd question is one that was originally posed more than thirty years ago, and is still being monitored today. As the ?world?s third largest food company?, (Shaw 224) Nestl? Corporation, is in the center of this debate. When Henry Nestl? first developed his alternative to breast milk, in 1860, a life-saving alternative was given for infants who couldn?t breast feed. This alternative was introduced to developing countries, where ?organizations such as the International Red Cross [?] has used the formula to feed thousands of starving infants in refugee camps.? (Shaw 224) So, what is the concern?"
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