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Consumer Behavior, 2007.
A look at the process of selective attention and how it relates to consumers.
1,271 words (approx. 5.1 pages), 18 sources, APA, $ 43.95
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Abstract
This paper describes some of the main theories of selective attention as well as how the selective attention process affects consumers. The paper relates this to advertising, marketing and psychology.
From the Paper
"Selective attention has been the focus of several different theories, which have developed over the years with better understanding of the process and of consumers. Anne Treisman describes selective attention as 'the basic features of interest that consumers respond to' (Attention and Effort), in order to obtain information. A feature is a specific characteristic on a dimension that people analyse during the process of perception. Treisman suggests that 'objects have elementary features that we attend to immediately and automatically' . She believes that the features combine to create an impression of a distinctive object. "
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Starbucks, 2006.
A SWOT (strengths, weaknesses, opportunities, threats) analysis of the Starbucks Company.
1,417 words (approx. 5.7 pages), 4 sources, MLA, $ 47.95
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Abstract
The paper takes a look at Starbucks, a rapidly growing international company whose strengths are many in number. The paper reports how Starbucks has several obvious advantages, the first major strength being their sheer market saturation. Starbucks also produces very successful and innovative advertising campaigns. The paper then goes on to discuss Starbucks' weaknesses and market competition.
From the Paper
"Starbucks success also has a great deal to do with their focus on exploring market opportunities and quickly capitalizing on them. A very important aspect of the opportunities which face Starbucks is their competition. Starbucks has several ways to use their competitors to its advantage. The first way involves the standards which are set for the coffee market. Starbucks allows its competitors to set high standards, realizing that eventually these standards will increase to the point that its competitors will not have the funding to meet them. Starbucks also has a unique way of capitalizing on its competitors. Instead of building stores adjacent to its own, in many cases Starbucks is able to acquire existing coffee stores which are located near their existing stores. As a part of their increasing advantage, Starbucks is quickly realizing that the growing interest in music downloads and XM satellite radio can be a very profitable addition to their product line. "
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United Colors of Benetton, 2006.
This paper describes United Colors of Benetton's controversial advertising campaign.
1,244 words (approx. 5.0 pages), 4 sources, APA, $ 42.95
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Abstract
This paper discusses the advertising campaigns of United Colors of Benetton. In particular, it evaluates the controversy that the company created in order to attract public attention, and recommendations for Benetton to improve their image. It includes examples of the company's advertisements.
From the Paper
"Luciano Benetton embarked on a new venture of selling colorful sweaters to the public shortly after the death of his father at the end of WWII, primarily to support his family. He developed an alternative line of vibrant clothing which contrasted the uninspiring pool of colors presented in the apparel of the day, and became a regional success that ultimately spread throughout Europe. The Benetton family eventually expanded the organization to 120 countries, and today distributes 115 million items per year. Much of the success is due to its advertising campaigns, which turned more and more controversial through the 80's and 90's, sending a shock wave through the fashion industry. As the company evolved into a voice for militants and activists, Benetton went beyond the threshold of reason (for a clothing company) in a campaign which inspired some and shocked others by using political and social subject matter to heighten visibility and sell products. Benetton endeavors to stand out among the deluged clothing market by calling attention to itself through these ads, and has been accused of using explicitly distinct and unethical ad crusades as strategies for a competitive advantage (Barela, 2003)."
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The Effectiveness of Advertising, 2006.
A summary of the advertising strategies of three major companies, their effectiveness on consumers, and some recommendations to improve customer focus.
1,486 words (approx. 5.9 pages), 5 sources, MLA, $ 49.95
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Abstract
This paper analyzes effective advertising. It looks at three large corporations that use several mediums of advertising and public relations campaigns in order to promote products and services. The companies that the paper focuses on are Home Depot, Jenny Craig and Staples. The paper is an overview of their methods and a consensus of what works. It then looks at where improvements can be made in their advertising campaigns.
Table of Contents:
Home Depot
Jenny Craig Weight Loss Systems
Staples
From the Paper
"Home Depot is an event marketer in that it sponsors The Home Depot Racing Team for NASCAR Racing, which sports the Home Depot logo on a race car, and this advertising is seen on stations across the globe. Home Depot sells NASCAR merchandise such as the #3 Dale Earnhardt Pedal Car and the NASCAR Total Team Control X-Box. Home Depot builds relationships with NASCAR fans in this manner and since its partnership with Joe Gibbs Racing and KaBoom, it is now reaching children (their parents, really) due to HD's role in the Racing to Play playgrounds constructed with at-risk children in mind, a non-profit venture with 10 playgrounds completed and 10 more in the process of being built by over 2,000 volunteers (Homedepotracing.com, 2006)."
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Beauty is Subjective, 2006.
A discussion on the pros and cons of Dove's "Real Beauty" campaign ads.
806 words (approx. 3.2 pages), 4 sources, MLA, $ 28.95
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Abstract
Dove's controversial advertisements for "Real Beauty" have set a new standard for beauty, or have they? This paper discusses the pros and cons of these controversial ads. It is a critical analysis of what message these ads are trying to send and who their target market is.
From the Paper
"Beauty is that which gives one a sense of pleasure, but everyone finds pleasure in different things. Therefore beauty is subjective. Yet some groups of people try to make others believe that their own personal definition of beauty is or should be a universal truth. Supermodels, clothing brands, celebrities, fashion critics and beauty brands have all been part of it. Once in a while something, like Dove's Campaign for Real Beauty, pops up trying to redefine stereotypical beauty only by establishing a new one."
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Creating a Marketing Mix, 2006.
A review of the available marketing options and the mix of strategy in order to obtain the most effective marketing campaign.
2,250 words (approx. 9.0 pages), 0 sources, $ 89.95
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Abstract
This paper discusses how establishing an effective media mix for business to business (B2B) media plan is, or should be, a carefully planned task that incorporates a considerable amount of research and reference to existing literature relevant to the product, services, or relationships being marketed. Companies must take careful consideration of all their media advertising options and incorporate only those that offer the greatest return on investment, rather than rushing pell-mell to solely the internet with all its allure of instant gratification. The paper further discusses how while print advertising seems to be in decline, rather than in its death throes, as some researchers would have it, it is still a highly visible and effective option given the appropriate product, service or relationship.
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The Media and the Americanization of Canadian Culture, 2006.
A discussion regarding how Canadian culture is being Americanized.
2,250 words (approx. 9.0 pages), 9 sources, $ 89.95
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Abstract
The following assignment discusses the Americanization of Canada through the media. The paper argues that because American media products dominate in Canada, that Canadian culture is being Americanized. The argument looks at culture, symbolize, signs and the role of media.
From the Paper
"There has been a great deal of debate on the effects of the media upon culture. Many researchers argue that the media is contributing to a process of cultural homogenization. For example, in "Ecumenical America" Orlando Patterson argues, The modern process of global cultural interaction has repeatedly been subjected to two criticisms. The first is that it threatens the diversity and particularism of the world's cultures, resulting in a deadening homogenization of the human cultural experience. The other is that this growing global uniformity results from the dominance of America's culture --that, in effect, global culture is nothing more than American cultural imperialism (Patterson 103)."
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Children and Advertising, 2006.
This paper reviews three articles discussing the issue of children being bombarded daily by advertising, and the effect that these advertisements have on our children, and society as a whole.
2,025 words (approx. 8.1 pages), 0 sources, $ 80.95
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Abstract
This paper discusses how advertising has become a ubiquitous part of our culture, such that it is close to impossible to get through a day without being targeted by advertising of one kind or another. Moreover, none of us finds this very surprising, given that we live in such a materialist, consumerist society - our economies are fuelled by conspicuous, largely inessential consumption. But what does this mean for the innocents in our society, the young children? This paper reviews the research that has been done on this matter.
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O'Reilly Associates and T&D International, 2006.
A case study of advertising agency, O'Reilly Associates, and whether it should retain or terminate its relationship with a long-term business client.
900 words (approx. 3.6 pages), 1 source, $ 35.95
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Abstract
This paper reviews the case of O'Reilly Associates, an ad agency -- in order to determine whether it should retain a seemingly unprofitable account: T&D International. The brief paper reviews the problem, the nature of the service provided, the alternatives available to management to being the account in line with profitability, and the specific facts. It is concluded that the account should be terminated.
From the Paper
"Following the findings of a recent profit audit, it has come the attention of the management of O'Reilly Associates that the company's relationship with a long-term business client, T&D International, may not be a profitable one for the advertising agency. In fact, in an income statement dated 12/31/89, it is clear that the agency has lost $72,000 in the previous calendar year, on an account in which commissions and fees to the agency were only $154,000."
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Advertising on American Television, 2006.
This paper explores the role of advertising on American television.
2,250 words (approx. 9.0 pages), 12 sources, $ 89.95
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Abstract
With the advent of the internet, television shows are further illustrating their addiction to satisfy advertisers by building what could be called bonus material onto their websites in a bid to recoup advertising that has been lost to cyberspace. In each case, the ads themselves are further driving content, bounding well past the lines in the sand of what were once considered ethical dilemmas, and creating a culture of ignorance. This essay discusses ways in which advertising is being used to affect opinion and information.
From the Paper
"Although degrees of saturation vary, American television is almost universally a sponsored medium. As such, it is built on a so-called "free" ideal, in as much as viewers of the major networks receive news, entertainment, sitcoms, dramas, lifestyle shows, and sports without paying directly for it. However, where cable television started as a commercial-free space, it too now relies on commercials, creating an across-the-board modern reliance on advertising dollars that brings with it third-party influences that have affected its form, content, and messaging in such strong ways that they can only be described as gate-keepers and creators at the same time."
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Website Design Testing, 2006.
Assesses an approach to testing website design.
1,800 words (approx. 7.2 pages), 6 sources, $ 71.95
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Abstract
Website design is a relatively new and developing art, but a number of concepts are used to shape the design of a website in order to appeal to the eye and to be easy to navigate as well. Such a design is especially important for any sort of web commerce, whether direct in terms of selling to people online, or as a means of marketing products and services that are then sought out in the brick-and-mortar world.
This paper examines an approach to testing website design which uses a design testing method that determines how consumers react to the site and how well they are able to access and navigate the menu and the individual pages. In assessing this approach, the paper references the sites of Circuit City, Best Buy, and Staples.
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Retail Advertisements, 2006.
This paper examines retail ads and the impressions they convey.
900 words (approx. 3.6 pages), 3 sources, $ 35.95
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Abstract
This paper provides a brief comparison and analysis of three retail sales ads from the perspective of clarity in terms of skills, competencies, responsibilities and overall presentation of information. The second part of the paper provides an analysis of one ad, drawing out key competencies linked to the ad and provides three to four questions that address each competency.
From the Paper
"In all three ads the values, objectives and standards of the respective companies are presented as separate from the actual position, lacking links to actual competencies or measurable objectives. While all three companies are looking for individuals who are skilled in sales, merchandising and product management; there is a distinct emphasis on subjective traits such as being fashionable, stylish or friendly. In both the Holt Renfrew and Lululemon ads, the emphasis seems to be on work conditions to the detriment of clarity of qualifications and responsibilities."
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Promotion and Price Analysis of Red Bull, 2006.
A critical analysis of the Red Bull Marketing strategy.
675 words (approx. 2.7 pages), 3 sources, $ 26.95
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Abstract
This document discusses Red Bull Energy Drink and how this product is being actively marketed through three marketing outlets: publicity, point of purchase, and television. According to this paper, their publicity method is closely associated with viral marketing principles for Red Bull and has been especially successful in establishing market buzz for Red Bull's product in all its markets.
From the Paper
"Red Bull energy drink has taken advantage of several innovative marketing techniques to keep it positioned within the growth phase of the product life cycle and product maturity is still many years off. Red Bull Energy Drink Red Bull is the world's largest energy drink company owning approximately 70% of that market, is privately owned, and has annual sales estimated in excess of $1 billion (Red, 2005). Since the company's main line of business is centered in one sector of the beverage industry, energy drinks, and almost exclusively confined to a single product, its flagship Red Bull Energy Drink, it must focus its current strategy on two key, inter-related areas: research and development (R&D) and marketing. "
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Ethics Memo, 2006.
A discussion regarding ethics and advertising.
900 words (approx. 3.6 pages), 0 sources, $ 35.95
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Abstract
This paper discusses the response to the request for ethics information in relation to advertising, and the following considerations that should be noted prior to the interview meeting that is scheduled for the president and CEO. The first point the paper discusses is how the virtue theory contends that each individual within society has a moral and ethical obligation to not harm others in the social order. Virtue by nature is part of the character of the individual and must guide the person to act in a benevolent manner toward others.This benevolence is based on the concepts of virtue, wisdom, courage, temperance and justice. The paper further discusses how within the theory of virtue there is the consideration that all adults within society are responsible for teaching ethics to young children so that they will inevitably act in a virtuous manner within the social order.
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Media Hegemony in Advertising Strategies, 2006.
This paper discusses hegemony within the media and looks at its dominance over advertising.
1,800 words (approx. 7.2 pages), 8 sources, $ 71.95
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Abstract
This present research examines the hypothesis that advertising in all forms of media is nothing other than media hegemony. The writer discusses that the concept of hegemony is employed as a device to gain a position of dominance over viewers and this position of dominance is manipulated at various levels beyond mere commercial activity.
From the Paper
"Hegemony is the domination of one group or entity by that of another group or entity; it consists of the polarization of at opposite ends a given spectrum between domination and subjugation with little in between. While hegemony or alternatively, hegemonism, is most often conceived as blatant or superficially apparent but in reality, hegemonism of the cultural variety is occurring daily in the popular media most often facilitated through advertising and the advertisers who both design and produce advertising."
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Duet Whirlpool, 2006.
This paper provides a marketing case analysis of the duet whirlpool washing machine.
900 words (approx. 3.6 pages), 1 source, $ 35.95
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Abstract
In this essay the writer examines the case of the duet whirlpool product which is a new washing machine intended to tap into the North American market. The paper looks at the consumer characteristics, product characteristics and, of course, advertising "ploys" which might enable the product to achieve the success its manufacturers desire. In the process, the paper also considers a pricing mechanism which might serve the product well in its initial foray into the market.
From the Paper
"Identifying two of Maslow's needs which may apply to the purchase of a Duet is actually fairly straight-forward. First, a Duet whirlpool saves a great deal of money and that ties in with Maslow's "security" concept - that is to say, his belief that human beings desire security of revenues and resources. Obviously, if North Americans are using four times more water for every laundry load as their European counterparts are, that means a huge increase in energy bills - and onerous energy bills clearly tax the budget of most working-class families."
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Advertising and Culture, 2006.
This paper looks at the connection between advertising and culture.
2,475 words (approx. 9.9 pages), 9 sources, $ 97.95
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Abstract
In this article the writer discusses the idea that advertising is related to culture in several ways. The writer maintains that it reflects what is happening in the culture by the messages used, and that advertising pays for aspects of culture and so decides what people see and listen to and experience in much of their lives. The writer demonstrates how culture affects advertising and advertising affects culture.
From the Paper
"Advertising is ubiquitous in American society, appearing in numerous forms through virtually every means of communication, and as new technology and new methods of communication appear, advertisers soon find a way to make use of the new channel for their message. This has been seen recently with the widespread use of the cell phone, leading to various advertising messages that can be sent to the phone and that can appear on the screen for these phones. The MP3 player has also become a means of sending advertising messages along with downloads of music. The home computer is under virtual assault by advertisers using banner headlines, pop-up ads, e-mail, and various cookies that track computer use and send messages geared to the individual consumer."
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The Definition of Marketing, 2006.
Examines the various definitions of marketing and how the term has come to encompass many different marketing strategies, techniques and tools.
900 words (approx. 3.6 pages), 2 sources, $ 35.95
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Abstract
This paper defines marketing in organizations as a business practice that is necessary to create brand identities, brand awareness and brand equity. Particular emphasis is paid to some new and innovative marketing tools based on the Internet medium and the opportunity it presents for selective targeting of an audience. Additionally, the paper also discusses how information as a marketing device is accessed and collected through the Internet in terms of behavioral marketing techniques and related marketing strategies.
From the Paper
"Marketing is a planned methodology to figure out how to create a desire or an affinity for something on the part of a consumer or customer whether internal or external or business or consumer. It is not even necessarily confined to the necessity of elevating sales. Marketing has been defined by several parties as nothing more than, "...series of activities that generates interest in your products and services"(Wilson, 2004, para.1) and the sum total of communications programs meant to achieve a desired result (Corder, Deasy & Thompson, 1999, para.1). While the author's personal observation of what marketing is and the various other given definitions of marketing are all equally valid, marketing is more often defined by the sheer variety of its characteristics rather than by one set of single accepted definition."
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Laptop India, 2006.
An outline of the strategic framework for a public relations campaign for Laptop India.
1,350 words (approx. 5.4 pages), 0 sources, $ 53.95
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Abstract
This paper provides the strategic framework for the public relations campaign for Laptop India and its
personal assistant product (PA). The PA is an innovative laptop product that is intended to undercut the expanding laptop market in terms of functionality price and portability. The PA will be launched according to a tactical public relations plan that is based on sponsorship, an open house, a press conference, direct mail, collateral and an intensive internet media blitz. The public relations campaign's objectives are two fold: 1) to introduce the company and its values to the Indian market where good relations are a must because that is where it is both designed and manufactured and 2) to introduce both the company and the product to Laptop India's home market which is North America. The total budget for the initial public relations campaign is $73,000.
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