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Advertising, 2007.
An analysis of the controversial nature of television advertising.
2,023 words (approx. 8.1 pages), 5 sources, MLA, $ 64.95
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Abstract
This paper discusses the controversial dimension of television advertising. It discusses the reasons why it appears that television advertisements are becoming more controversial and in which ways this is so. The paper then presents some examples of advertisements that have caused controversy and it describes how some of the television networks reacted to the material.
From the Paper
"Taking into account all the presented arguments, as well as the analysis of the described examples, it can be stated that controversy is a controversial subject itself. Controversial television advertising is not a rare phenomenon and it occurs whenever it brings into discussion aspects regarding which society has not reached a consensus. It has been stated that controversial advertising is bad for the company using it, while thee have been voices according to which publicity, regardless of its type remains a long term benefit resulting into the strengthening of the brand awareness. The conclusion is that there is not a universal rule regarding controversial television advertising that can be always applied, but that it highly depends on the context and the topic brought into discussion."
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Online Video Advertising, 2007.
An analysis of the online advertising marketplace.
1,300 words (approx. 5.2 pages), 3 sources, MLA, $ 43.95
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Abstract
The paper defines the online advertising marketplace size, growth and market dynamics, including the differences in approaches to presenting advertising messaging. The paper discusses the growth of online advertising and its implications for the corresponding growth of online video advertising. The paper illustrates this groundswell of interest in online video sites by looking at Google's acquisition of YouTube.com, News Corporation's acquisition of MySpace and Yahoo's continued efforts to bring video content into the mainstream of its users. Finally, the paper provides an analysis of how animation is becoming more mainstream as a result of online video sharing.
Outline:
Executive Summary
Online Advertising Marketplace Forecast
Factors Driving Online Advertising Growth
Online Video Advertising
Animation as a Medium
From the Paper
"Many analysts have contended that when the growth rate for online advertising begins to outpace traditional advertising, the dominance of online advertising will become clear. This milestone first happened during 2005 when full-year U.S. Internet advertising accounted for 7% of spending while the total advertising market grew by only 3%. According to many investment analysts contend that 14% or more of total advertising spending by 2010 will be from online advertising, and within the total set of digital marketing spending, search advertising will be the largest growth area."
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Ethnic Clients of the Beauty Industry, 2006.
A discussion regarding the influence of ethnic clients on the beauty industry.
1,171 words (approx. 4.7 pages), 5 sources, MLA, $ 40.95
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Abstract
This paper reviews what was once considered the definition of beauty. According to the paper, this definition has totally changed. The paper discusses how the new consumer is a not a white skinned blond, instead he/she can have any skin color and come from any ethnic background.
From the Paper
"Max Factor was trying to cash in on the celebrity power of Hollywood stars by putting their pictures on product covers and using their faces in advertising. But it was not long before the mistake was realized as cross-cultural misunderstanding began affecting sales. One consultant quoted "a gentleman from India" who explained the problem aptly when he stated, "It would never do to glamourise ... a product by utilising a lady in a shimmering white saree with a western style of hair dress in any of the Southern cities [of India]. A cutting of her crowning glory and the donning of white cloth are the insignia of widowhood, a deeper calamity than which there can be none for the Indian woman." He further insisted, "When talking about advertising in foreign countries we should in general forget about American contents, presentation and media of advertising messages." [2] "
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Anti-Aging, 2006.
A review of Relastin Skin Revitalizer, an anti-aging product currently on the market.
1,116 words (approx. 4.5 pages), 2 sources, MLA, $ 38.95
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Abstract
This paper reviews and discusses the anti-aging product Relastin Skin Revitalizer. According to the paper, this product is designed to promote self-esteem and confidence through a look of youth, but the manufacturers neglect the important fact that age is not simply a visual concept, but a physiological fact of life.
From the Paper
"As McCarthy points out, there are numerous things human beings do to fight the signs of aging. From taking melatonin, DHEA, antioxidants, and other vitamins to using anti-wrinkle creams and hair restoration products, humans spend vast amounts of money on trying to slow aging (McCarthy, 549). But as Hayflick notes, all cells flourish and divide as living cells for a specific period of time, but eventually, these processes stop and the cells die. The only cells in the human body to continue reproducing endlessly are cancer cells (McCarthy, 547). Thus, regardless of what products one uses to slow the signs of aging, the aging process continues without fail."
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Advertising and Children, 2007.
A description of the effect of advertising on children.
1,785 words (approx. 7.1 pages), 6 sources, APA, $ 57.95
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Abstract
This paper discusses how advertising influences children and ultimately may impact purchasing decisions in a household. The author describes how different techniques are used in creating advertisements geared for children rather than adults. Lego's current advertising strategy for one of its products is used as an example. Additionally, a psychological study is used to confirm the best advertising methods for targeting children, and how these methods are incorporated into Lego's campaign. The author concludes that media-saturated children and parents who cannot say no have created a marketing opportunity for toy companies.
From the Paper
"The study concluded: "advertising directed at adults, for adult products, tends to aim at building brand loyalty, focusing on product characteristics that are perceived to be of long-term value. On the other hand, children's products must be updated frequently, reflecting the latest theme or character in order to grab attention. Advertising aimed at children does not focus on brand loyalty, but on the new and exciting features and tie-ins that are available."(Briesch, Bridges, & Kim, 2004) This study did not focus on children's products, but on all products in the household in general, noting that even in terms of decisions like eating out, buying breakfast cereals and toothpaste, and other decisions that affect the health habits of the entire household, children have a powerful influence. This influence is magnified, however, with products that are exclusively used by the child, perhaps because the parental will is less stalwart when dealing with products that are child-exclusive."
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The Social Judgment Theory, 2007.
An examination of persuasion techniques used in the field of advertising.
1,772 words (approx. 7.1 pages), 11 sources, MLA, $ 57.95
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Abstract
The paper explains the social judgment theory, which uses five different components to convince others of a particular idea. The paper discusses how this theory provides a framework from which persuasion techniques and responses can be clearly understood. The paper shows how in the world of advertising it is important to understand the constructs of the theory so that one can be sure to target acceptance latitude areas and thus promote successful advertising.
Outline:
Introduction
The Theory
Advertising Application
An Invented Ad
Conclusion
From the Paper
"The world revolves around the ability to persuade. If one can get another to think the way he thinks, believe what he believes or adopt another opinion then changes can be made. The art of persuasion is one of the most powerful tools available to changing the path of resistance and convincing people to make a particular choice(Boller, 1991). This holds true in many areas of life including of politics, employment, and advertising. There are several theories of persuasion that are commonly used in the field of advertising to persuade consumers to purchase a service or product. The social judgment theory is one that uses five key elements to get people to respond in a desired manner."
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McDonald's Advertising, 2007.
A discussion of the possible techniques to protect children from being targeted by advertising, particularly by McDonald's.
2,447 words (approx. 9.8 pages), 22 sources, APA, $ 74.95
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Abstract
This paper discusses advertising that targets children, particularly that which is harmful to them, such as fast food. It particularly discusses the advertising techniques of McDonald's. The paper asserts that government regulation is the best solution to protect children from advertisers because businesses have no incentive to do so and because parents are not in a position to control the problem.
Table of Contents:
Introduction
Advertising and Children
McDonald's Role in Advertising to Children
Social Implications
Economic Implications
Political Implications
Analysis and Conclusion
From the Paper
"Government regulation is the only option that will protect children from advertisers. The government already regulates the advertising of products such as cigarettes and alcohol that have proven to have negative health consequences. Because of the rise in obesity and diabetes, fast food should not be an exception. At a minimum, the government should place the same restrictions on fast food advertising as its does for alcohol and cigarette advertising. This may not be a panacea, but at least it would be a step in the right direction. As fast food businesses realize they are not immune to government regulation, they will be more likely to curb their unethical conduct to avoid even further restrictions."
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Urban Marketing & Event Planning, 2006.
A review and discussion of Dushane Urban Marketing Consultants.
2,546 words (approx. 10.2 pages), 1 source, MLA, $ 77.95
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Abstract
This paper reviews, analyzes and discusses Dushane Urban Marketing Consultants. According to the paper, this start up company is concentrating on making a connection between urban consumers and corporate America with live advertising, event production, cross promotions and creative consulting.
Outline:
Executive Summary
Company Summary
Competitive Comparison
Market Analysis Summary
Strategy and Implementation Summary
Pricing Strategy
Sales Strategy
Marketing Plan
Financial Plan
Financial Bail-out Plan for Investors
Projected Profit and Loss
Projected Cash Flow
Projected Balance Sheet
From the Paper
"Dushane Urban Marketing Consultants aims to make strong connections between the urban consumer and corporate America with live advertising, event production, cross promotions, and creative consulting. It aims to provide high levels of hands-on experience, expertise, acquaintances, and privacy. Its customers have got to understand that acquiring services of Dushane is completely safe and professional and it helps them in developing new consumers at the same time as maintaining old ones. Dushane, in addition, has got to sustain a strong financial equilibrium, placing a superior value for its products and services, and supplying an even superior value to its customers. "
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Diesel versus Benetton, 2007.
This paper looks at the clothing companies, Diesel and Benetton, and discusses the selling of an image.
1,655 words (approx. 6.6 pages), 6 sources, MLA, $ 53.95
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Abstract
In this article, the writer notes that on a purely functional level, clothing is a basic necessity, just like food and shelter. The writer points out that very much like these commodities, clothing, can command a diverse range of prices, based upon the clothing's brand, reputation, quality and above all style. The writer discusses that Diesel and Benetton are two clothing companies that have used edgy, trend-setting advertising and brand images to draw the eyes and dollars of consumers that spend a great deal of money on fashion and follow trends. The writer questions, when examining the success of these two clothing manufacturers, how one convinces a consumer to spend in excess of a hundred dollars on a garment that might cost twenty or thirty dollars at the local mall or Wal-Mart. The writer concludes that the answer is image and that the consumer must wish to feel as if she is making a statement to the world, like she is Diesel cool, or part of the United Colors of Benetton.
Outline:
Introduction
Diesel: Company History and Brand Overview
Benetton: Company History and Brand Overview
Analysis of Advertising: Similarities or Differences?
Conclusion
From the Paper
"The company was born during the heady, idealistic days of 1965. Just the bright colors of Pucci and the hip youthful styles of the latest miniskirts were making a revolution in the way people viewed fashion; Benetton opened its first store in 1969. The bright colors that characterized the line during the 1970s proved popular, and paved the way for the company's expansion in the 1980s. The first company image was more preppy and clean-cut, although always healthy, youthful, and future-focused. However, Benetton really honed its unique image in the mid-80s, with edgy, colorful ads using models from a diversity of backgrounds, countries and cultures, some of which did not even feature the clothing itself, merely the brand. Benetton featured couples of different races, persons from tribes in areas of the world that had never seen a store, much less a pair of Benetton jeans, and the ads often seemed just as intent upon raising awareness as it did upon informing the consumer what the Benetton style was all about."
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Marketing Advertising: A Research Proposal, 2006.
A look at the marketing research conducted for a new product.
2,293 words (approx. 9.2 pages), 7 sources, MLA, $ 70.95
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Abstract
This paper takes a look at a company that has just developed a new product for which advertising has begun. The company desires to test the effectiveness of this advertising on the public. This paper discusses marketing research and related issues and problems.
Outline:
Problem Statement
Literature Review
Objectives
Research Procedure - Methodology
Research Design
Instrumentation and Data Collection
Data Analysis
Time Schedule
Resources Needed
From the Paper
"In the work entitled: "Advertising Tracking" Jerry W. Thomas states that: The promise of media advertising is great. It's an opportunity for a brand to tell its story directly to the ultimate consumer. It's an opportunity to build awareness and project a powerful brand image. It's an opportunity to create and build brand equity. It's an opportunity to bypass the trade, an opportunity to circumvent competitors. In actual practice however, the promise of media advertising is seldom realize." (1995) Media advertising's potential is seldom realized because "few companies do basic strategy research to develop a creative blueprint to guide the development of their advertising. Second few companies pretest their advertising creative to make sure it has a change to work. Third, even fewer companies track their advertising once it's 'on air' to measure the effects of the advertising over time."(Thomas, 1995) "
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Graphic Design Technology, 2006.
A review of the history of graphic design technology.
2,318 words (approx. 9.3 pages), 13 sources, MLA, $ 71.95
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Abstract
This paper takes a look at graphic design and the history of graphic design technology. The paper classifies the milestones related to the use of such technology (from the date it was introduced to the dates of its modifications) and reviews what developments lie ahead.
Outline:
Introduction
Graphic Design
The Initiator of Graphic Designing
The Start of Graphic Design Technology
Change in Graphic Design Education
The Benefits Brought by Graphic Design Technology
From the Paper
"The idea of improving the methods of designing came up on early years of the 1950s. Several young designers of that time were trying to position themselves as commercial artists who were trained in studio art programs as either painters or printmakers. These drastic changes in goal was inspired by several European designers who ensured that their practice is used in more ways than just by appending artistic devices in selling soaps or other consumer products. The said designers were also the ones who revealed that they serve as between the client and the public. They filter information with the pursuit of placing the contents into visual contexts thereby enabling broader understanding. The same designers from Europe paved the way for other designers and aspiring ones to earn deep respect from their predecessors and colleagues particularly during the 1950s up to the 1960s (Thornton, 1996 para 4)."
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Subliminal Advertising, 2007.
This paper discusses subliminal messages and whether they can effectively alter behavior, consumer patterns and states of mind.
1,441 words (approx. 5.8 pages), 6 sources, MLA, $ 47.95
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Abstract
The paper discusses how, with subliminal advertising, the viewer can remain totally unaware of the messages being conveyed through the commercial media. The advertisement may flash a word repeatedly, thus subconsciously affecting the consumer's thoughts and behavior. The paper shows how repeated exposure to imagery can possibly induce the changes in consumer behavior that are desired by the ad's sponsor. The paper notes, however, that studies on its effectiveness have been inconclusive. The paper points out that subliminal messages are illegal and unethical and probably less effective than well-crafted, cleverly designed ads that take advantage of the weaknesses inherent in the human mind.
From the Paper
"Subliminal advertising has been one of the most alluring features of the marketing industry since 1950s, when moviegoers were allegedly exposed to the surreptitious signals while they watched a movie. Some alarmists claim that the American public is being constantly bombarded with subliminal messages that sell products and political messages, or simply induce a state of mind. In fact, Russian scientists had become so concerned about the potential of subliminal ads to influence television viewers that they developed a device that would detect and disable subliminal messages being broadcast on national television (Voyteskhovskiy). Concern about the potential power of subliminal advertising may be unfounded, however."
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Propaganda, 2006.
A review of propaganda and the definitions thereof.
977 words (approx. 3.9 pages), 3 sources, MLA, $ 34.95
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Abstract
This paper takes a look at propaganda. The paper supplies various definitions of propaganda and discusses how, historically, propaganda had been seen to be a negative and heavy-handed way of promoting one's ideologies due to undue influences. According to the paper, this view of propaganda no longer holds true of today.
From the Paper
"By stating the "...some fear is capable of hitting the western United States... (McIntyre, 2006)" an assumption was made again without basis in fact as to who are really afraid of the missiles hitting the United States. Even pointing to the fact that, "It spun out of control seconds after it was launched and the North Koreans never had operational control of the missile" suggested that the North Koreans did not have the proper missile technology - but what were the basis for these statements? If the truth needed to be told, the U.S. government could have shown actual missile launch footages and the failure of some or all of the launched missiles. By doing it this way, statements made by government bureaucrats would coincide with the truth and not just "half-truths or un-truths!"
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Wild Oats--A Marketing Analysis, 2007.
This paper discusses the marketing strategy of the natural, organic chain of supermarkets known as "Wild Oats."
860 words (approx. 3.4 pages), 4 sources, APA, $ 30.95
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Abstract
This paper analyzes the marketing strategy of "Wild Oats," a chain of natural supermarket, through an examination of their promotional techniques. The author describes the different advertising approaches found on the chain's homepage. Although the tone of the marketing is not overtly persuasive, it subtly uses persuasive informative and reminder-type techniques. The author finds that "Wild Oats" successfully employs an integrated marketing communication strategy that appeals to middle class consumers.
From the Paper
"Wild Oats thus deploys a mass advertising promotional strategy through its web page, which gives consumers information about the product, and uses Amazon.com to increase the sales as well as the visibility of its product on a national level through the web. However, within the local stores themselves, Wild Oats makes use of community outreach through schools, by selling and promoting local products, and by engaging in other efforts through the stores themselves to increase local visibility, such as advertising the farms from where its products were purchased. Finally, by offering purely informational material on its Internet site, it draws additional traffic from web-surfers who may be looking for information regarding the benefits of 'going organic,' and after becoming persuaded about the general superiority of such produce, decide to make their next grocery store trip at Wild Oats."
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Advertising, 2006.
This paper discusses the theoretical and descriptive application of linguistics and retextualization to the field of advertising.
7,530 words (approx. 30.1 pages), 20 sources, APA, $ 165.95
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Abstract
This paper explains that advertising must catch the customer's eye and offer something that he or she is interested enough to read. The author points out that, although most large advertising agencies have been aware for some time of the use of color, text and design especially in print ads, smaller agencies or companies that wish to self-promote their products or services may have more difficulty with these particular issues. The paper describes three print ads, what is right and wrong with them and what should be done to correct the problems through retextualization.
Table of Contents:
Theoretical
General Introduction
Introduction to the Discourse of Advertising
Functions and Structure of Advertising Discourse
Components of the Advertising Discourse
Descriptive
Analysis of Advertisements
Retextualizations of Advertisements
Conclusion
From the Paper
"Many employers will take surveys and do other things to try to find out whether customers are satisfied with their company. Advertising agencies also do this, to determine what it is that people need and whether they like a new advertising campaign. After these have been conducted, the more conscientious companies will try to incorporate suggestions from their customers into the way that they do business in order to raise the satisfaction level that these customers feel when they shop with the company, and the more conscientious advertising agencies will try to adjust their advertisements so that they meet with the approval of the company that is buying the advertising and with the customers that will be viewing them."
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Defining Public Relations, 2007.
This paper presents several definitions for public relations.
1,051 words (approx. 4.2 pages), 9 sources, APA, $ 36.95
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Abstract
This paper attempts to explain the term public relations by presenting several existing definitions. The paper also discusses the role of the Public Relations Society of America (PRSA), the PR professional organization. The writer concludes that PR is a form of communication that enables an organization, and its public, to adapt to each other in a better and more practical manner.
From the Paper
"How can one define the term 'Public Relations'? This is difficult indeed, if only because of the fact that there are very many definitions of the term, and although the essence may be the same in all the definitions, the term is widely used and is also widely applicable to the management and the employees of an organization. As a matter of fact by examining the history of the two words crisis and consensus one can learn much. The word 'crisis' in Greek and Latin meant 'discrimination' and 'decision', and in old English, it meant a sudden change in a disease, while 'consensus' referred to the opposite of disease, perhaps, health. These are the two words that, in fact, are reminders of the very basis of all communication, which must either lead to a crisis, or to a consensus. (Roach, 2006) "
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The Decline of the American Diet, 2007.
A review of the issues presented in three books; "The Food Revolution" by John Robbins, "Fast Food Nation" by Eric Schlosser and "Genetically Engineered Food" by Teitel/Wilson.
5,127 words (approx. 20.5 pages), 3 sources, MLA, $ 128.95
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Abstract
The paper explores the problems facing America in terms of poor nutrition, widespread obesity, inhumane treatment of animals and the growing corporate influence on what Americans eat and how their lives are affected. The paper looks at the three books and discusses how the enormous influence on American political institutions by corporations and money must be eradicated and advertising must be banned from marketing unhealthy food to children. The paper supports the old-fashioned healthy family meal in the evening with parents discussing important issues with their children. The paper contends that these health issues must be addressed soon.
Outline:
Abstract
Introduction
Fast Food Nation (summary) - Schlosser
Question for Author Schlosser
The Food Revolution (summary) - Robbins
Question for Author Robbins
Genetically Engineered Food (summary) Teitel / Wilson
Question for Authors Teitel / Wilson
Concluding Remarks
From the Paper
"The subtitle of Schlosser's book is "The Dark Side of the All-American Meal," and one doesn't have to read very far to see that "dark side." On page 3 of the Introduction, readers learn that Americans spend more on fast food - which the book goes to great lengths to document as a highly unhealthy substitute for truly nutritious meals - than "higher education, personal computers, computer software, or new cars." In fact, Schlosser goes on, Americans shell out more money for fast food than music CDs, magazines, newspapers, videos, books and movies "combined." That's a large amount of money; in fact, in the year 2,000, the author says, Americans spent $110 on fast food, up from $6 billion in 1970."
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Marketing, 2006.
The definition and purpose of marketing.
838 words (approx. 3.4 pages), 6 sources, MLA, $ 29.95
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Abstract
This paper discusses the concept of marketing. According to the paper, the definition of marketing is the development of an understanding and communicative network between the business and organization, and the client or customer with the aim of attracting and retaining consumer awareness and reciprocation. The paper goes on to discuss how modern day marketing translates into practical terms.
From the Paper
"All of these definitions point to certain cardinal aspects of marketing and the marketing process. Firstly marketing is a form of communication in that the primary purpose of marketing is the promotion of information about a product or service. Secondly marketing involves the art of selling and persuasion. Both these aspects are reasons why marketing is a vital part of the success or failure if any enterprise or organization. Without good marketing strategies business concerns would not be able to attract customers or clients and would not be able to succeed in the competitive markets of today. "
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Controversial Commercials, 2006.
A look at the problem of controversial commercials and their effect on children.
1,274 words (approx. 5.1 pages), 10 sources, MLA, $ 43.95
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Abstract
This paper takes a look at advertisers, commercials and the effect and influence that they have on the young generation. According to the paper, children are the most vulnerable group of viewers, too young to be able to distinguish between right and wrong.
From the Paper
"It is also important to mention here that children are more attracted to commercials than older people. They are less likely to enjoy the actual program and may wait for commercials because the jingles, the colorful sequences and the fast action are some of the things that they find far more engrossing than regular programs. Thus they typically are more attraction to advertising (Alexander & Morrison, 1995). We must also understand that the fact that children love advertisements more is evident from the pace and style of some actual programs which appear like commercials to attract children attention. This was the main factor in the development of different kind of pace and style in children's program 'Sesame Street' (Lesser, 1974). Since children also watch television more often than viewers between the ages of 18-34, it means they are more likely to be influenced by what they watch. An average American child is likely to be exposed to 600,000 television commercials during their first 20 years (Black, 1997)."
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