| Papers [153-171] of 853 :: [Page 9 of 45] | | Go to page : <— 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 —> | |
|
|
Colored Woman and the Media, 2006.
A look at the stereotyping of women of color in contemporary television advertisements.
1,877 words (approx. 7.5 pages), 22 sources, MLA, $ 60.95
»
Click here to show/hide summary
Abstract
This paper presents an examination of the way television commercials portray women of color. The writer explores past and present issues that media entertainment has had with minority women and details the current trends and attitudes in television advertising.
From the Paper
"Since the 1960's the civil rights movements have worked to equalize the playing field for everyone in America. Whole the constitution of the nation claims all men are created equal the fact has remained that minorities have suffered racism and indignities in many life areas. One of the areas that minorities have been portrayed differently than non minorities has been the area of entertainment. Television has been a recreational tool for Americans for about six decades and during that time minorities have been portrayed in ways that reflected society's mind set. Today, current portrayals of minorities, specifically women of color make an interesting study in societal views."
| |
|
Pharmaceutical Public Relations, 2005.
This paper examines the public relations practices of three pharmaceutical companies: Merck and its product VIOXX, Pfizer and its product Celebrex and Johnson & Johnson and its Direct-to-the-Consumer (DTC) marketing campaign.
3,000 words (approx. 12.0 pages), 9 sources, APA, $ 88.95
»
Click here to show/hide summary
Abstract
This paper explains that companies often encounter ethical issues and product problems, which open them to criticism and challenge; therefore, the way they handle the issue can help or hinder their public relations process and the image the public has of the company. The author points out that, in general, companies, which take responsibility quickly and work to get out all the facts, fare better than those that stonewall, which for many executives seems to be their first action as in the case of both Merck and its product VIOXX, Pfizer and its product Celebrex. The paper praises Johnson & Johnson's Direct-to-the-Consumer (DTC) marketing campaign because it shows concern for what concerns its customers and offering the consumer information to be used in making decisions; however, the same danger applies if a problem erupts, but the strategy fits well with current public attitudes and with business methods that burnish a company's image.
From the Paper
"Critics of Pfizer note not only that the company may have had information on the dangers long before the issue was revealed and did nothing but that the company advertised in a way that minimized any risks and so lulled the public into accepting the safety of the product:
Several of the medical experts convened last month by the Food and Drug Administration to review Vioxx, Pfizer Inc.'s Celebrex and related painkillers lashed out against advertising that minimized the risks of the medicines and led many patients to use them unnecessarily."
| |
|
E-Commerce and Marketing, 2006.
This paper analyzes the various methods of electronic commerce and online marketing carried out over the internet.
1,947 words (approx. 7.8 pages), 5 sources, MLA, $ 62.95
»
Click here to show/hide summary
Abstract
The writer of this paper examines the effectiveness of e-commerce as well as online marketing. This paper cites the distinctions between selling business-to-business and business-to-consumer, as well as the measures involved in securing transactions made over the internet. This paper details the B2B method, business-to-business, which contains applications that facilitate or enhance relationships among enterprises and among two or more companies. B2B websites supply products or merchandise from one business to another. The B2C method, business-to-consumer, is a comparatively newer domain and generally associated with electronic selling over the internet. The B2C class includes electronic purchases, online information and interactive games purchased via the internet. This paper also touches on other types of e-commerce methods including pop-up advertising and email-marketing. This paper delves into security matters relating to e-commerce and online marketing, in which both consumer and businesses are vulnerable to a broad range of security issues. This paper focuses on EDI, electronic data interchange norms, which is a collection of formats employed to define electronic documents while also dealing with authentication and encryption issues, in order to provide the utmost privacy and security.
From the Paper
"In case of a B2B, there are increased chances that smaller sellers have an opportunity for their products to be catalogued alongside bigger, more reputed sellers. Likewise it might be possible for a company to retail products which would have been otherwise wasted in the absence of sales-like a unutilized truck capacity in case of a shipping company. A third means business dealings might be more useful by way of taking part in a B2B is through integrating backward procurement software into the present supply chain, thus lowering interval time between getting the orders and carrying it out at the same time making sure that necessary inputs are present at the time of necessity. B2Bs can give scope for the outsourcing of non-core assignments like direct sales process, or coalition endeavors inclusive of mutual product designs."
| |
|
A Promotional Campaign, 2006.
This paper details the steps and strategies involved in creating a successful promotional campaign.
1,234 words (approx. 4.9 pages), 4 sources, APA, $ 42.95
»
Click here to show/hide summary
Abstract
This paper examines the promotional campaign of Watershed Awareness, whose goal is to bring water quality issues to the public's forefront. The writer of this paper defines a promotional campaign as the combination of various advertising, public relations, sales promotion and personal selling activities used by the marketer over a period of time to achieve predetermined goals. This paper explains why a promotional campaign is much more than just the advertisement seen on TV. The larger the campaign is, the more budget it needs and more people are employed to derive the outcomes for which the campaign was initially set up for. This paper details the various steps involved in creating a successful promotional campaign. In the case of Watershed Awareness, the first step is the necessity to clarify the specific purpose for the campaign. The next phase is effective communication which results in serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity.
The third step in carrying out a promotional campaign is developing its theme, perhaps creating a noticeable insignia or logo. This paper also focuses on the importance of the internet in creating a successful campaign.
From the Paper
"The proposition is only the beginning, then the effective communication must be used serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity, communicating the intended message and bonding the message to the brand name. Unfortunately, practice shows that the price of the advertisement does not guarantee its' quality. In order to do this, a promotion plan should include a well-articulated distribution plan which will drastically increase the exposure of promotion item. The mass media source choice to transfer the idea to the target group should be based on the preferences of the target group."
| |
|
Crisis Communication in Public Relations, 2005.
This paper discusses the crisis communication strategies used by Merck, Pfizer and Johnson & Johnson in problems marketing their specific controversial products.
2,400 words (approx. 9.6 pages), 4 sources, APA, $ 73.95
»
Click here to show/hide summary
Abstract
This paper explains that Merck's culpability lies in the fact that fully six years before the drug VIOXX was withdrawn from the market, they continued to attempt to dodge and deny rather than holding detailed studies on the cardiovascular risks of the drugs, which has made Merck so vulnerable to court action today. The author points out that when Pfizer Pharmaceuticals found itself in similar trouble with Celebrex, it should have re-submitted Celebrex for safety trial specific to cardiovascular events to the FDA; instead Pfizer, like Merck, bet that marketing the risk versus benefit profile of the drug would be sufficient. The paper relates that Johnson and Johnson plans to make direct to consumer (DTC) advertisements for drugs, such as Levitra and Viagra, more informative; however, the paper stresses that the best decision about whether or not a drug is right for a patient should be left to the physician and his or her patient, not a 30 second television advertisement.
Table of Contents
Merck and VIOXX
Pfizer and Celebrex
Johnson & Johnson and DTC (Direct to Consumer) Marketing
From the Paper
"In this case, it is difficult to asses whether Pfizer was being coy surrounding the potential risks of Celebrex or was simply under the impression that the drugs, while sharing the same class and mechanism of action, did not hold the same cardiovascular risks. This assumption could be held up when one thinks of the release of the non-sedating antihistamine Seldane in the 1990s. This drug, originally containing a black box warning (the highest warning made by the FDA) against concurrent use with certain antifungal and antibiotic drugs, was later removed from the market due to a propensity to cause a fatal heart rhythm. A popular drug, it was soon reformulated and is now widely available even as an over-the-counter preparation without these side effects. It could be possible that Pfizer truly felt the initial studies were flawed, but the manner in which they chose to disseminate the data from the first study would seem somewhat underhanded in nature."
| |
|
Video Advertising, 2005.
This paper explains that video advertising, which can be both entertaining and irritating, is the medium society loves to hate because, unlike print advertising, it is more difficult to tune out.
1,620 words (approx. 6.5 pages), 5 sources, APA, $ 52.95
»
Click here to show/hide summary
Abstract
This paper explains that, although people can make a case that advertising goes too far, by using sexual innuendo that is too graphic or targeting children who have not yet developed the ability to evaluate claims of the advertisement, the United States Constitution provides everyone in this country, including advertisers, a number of protections from regulatory abuse such as freedom of speech. The author points out that one of the most common criticisms is that advertising tries to sell us things we neither need nor want; however, in a capitalistic society, companies are allowed to encourage consumers to buy their products. This paper concludes that the video advertising is an important part of the U.S. economic system; the problems of this advertising can be managed.
From the Paper
"Perhaps one of the weakest criticisms of advertising is that it is intrusive. Probably every person could cite a commercial he or she found annoying and intrusive, and that is the test for the limits of free speech: one person's free speech cannot violate another person's right to not be harmed by that free speech. An example of this would be hate crimes. If someone's inflammatory speeches cause someone else to commit a hate crime, then the person's speech has gone too far, because it has led to harm. The issue isn't nearly as clear in advertising."
| |
|
Marketing Communications Program, 2006.
Discusses a marketing program for the Eurobike, the world's first alcohol-powered motor scooter.
1,164 words (approx. 4.7 pages), 2 sources, APA, $ 40.95
»
Click here to show/hide summary
Abstract
This paper describes the marketing communications program for the Eurobike in the Republic of Ireland. The paper explains why the product will appeal to not only the population of Ireland but will also suit the country's economy. All major components of the marketing program are described in the paper as well as what approaches won't work well with the Irish public.
From the Paper
"XYX Inc. has produced the world's first alcohol-powered motor scooter and has decided to test market it in the Republic of Ireland. This scooter seems a natural for the small nation which, while never truly warm, also never has snow and ice. In addition, distances are short, and there is no need for excessive speed to get between one place and another."
| |
|
Sex in Advertising, 2006.
Examines how the exploitation of the female sex in advertisements impacts society.
1,607 words (approx. 6.4 pages), 9 sources, $ 52.95
»
Click here to show/hide summary
Abstract
The role of sex appeal in advertising is undeniable. Most advertisements nearly cross the line of exploiting the models to advertise a product completely unrelated to the ad. The paper shows that it seems more and more advertisers are following the route of selling sex and hoping that the product somehow weaves its way into the mind of the viewer. The paper concludes that while society has a long way to go before the psychological and sociological impacts of women's portrayal in advertising is cleaned, it is good to see that initial attempts by companies like Nike are already underway. Sex may sell, and this fact may be irrefutable, but with broad-reaching affects reaching critical mass, a shift in the presentation of sex will hopefully change in coming advertisements. The paper shows that women's empowerment will do much to shift the sociological power and will undoubtedly frame a new social standing for female role-models.
From the Paper
"But sometimes the advertiser does not go so far as to destroy the societal role of women to further advance their product. A print ad by sketchers featuring singer Carrie Underwood shows her in what appears to be a shoe store as she gasps while five attractive 'shoe salesmen' crowd around her, clutching Sketchers brand shoes. There's a clear sociological shift of power depicted in this ad, but it does still play into stereotypes that society possesses. Rather than being a passive object of pleasure, the woman becomes actively pursued by the men in the ad. The power, then, falls to the woman who may then choose which of her pursuers - and, of course, which shoe - she will take. "
| |
|
Product Placement in Movies or Television, 2006.
A review of the article "Benefits to Corporate America" by Samuel Turcotte.
993 words (approx. 4.0 pages), 1 source, MLA, $ 35.95
»
Click here to show/hide summary
Abstract
The writer details the main points from the article by Turcotte. The paper explains that product placement is when a product is used by actors in films or in television shows. The paper discusses the benefits of product placement in movies and in television programs, as seen in the article. The writer concludes that Turcotte's article is excellent, but that because of the rapid changes in how movies are being distributed in the past few years, Turcotte may have to review his findings in light of the mass distribution of DVDs within six months of a movie's original release.
Table of Contents:
Implied Endorsements
Far Reach (Long Life & Global)
Low Cost
Low Clutter
High Profile
Optimum Viewing Environment
A Captive Audience
From the Paper
"One of the most important benefits a corporation can gain is by having a star imply endorsement of their product by using it in a film. Most specifically, big name stars almost never appear in U.S. television advertisements but if they are seen using a company's product in a "reality like" situation in a film, Turcotte notes that it has been shown that the audience is more likely to believe that this action might imply the star's endorsement of the product than if the star were to do a paid advertisement."
| |
|
Sexism in Advertising, 2006.
A look at gender-biased advertisements and whether they reflect societal views or influence them.
2,338 words (approx. 9.4 pages), 7 sources, APA, $ 71.95
»
Click here to show/hide summary
Abstract
This essay considers whether gender-biased advertisements are a reflection of the social status quo or whether they are actually creating the basis for sexist stereotyping in our society. To consider this topic further, the paper explains that it must be examined from a cause and effect point of view and then attempts to shed some light as to the reasons, both implicit and explicitly, why advertisements rely so heavily on sexist, gender-biased images to sell products. The paper concludes with the finding that mass media can definitely propagate sexual stereotypes as well as perpetuate existing ones.
From the Paper
"Advertisements typically emphasize the use of cosmetics and household wares by women while girls are portrayed playing with dolls and domestic appliances. Boys on the other hand are pictured playing with vehicles and games of war and competition, while men are associated with cars and sports. This in turn creates the impression of women as emotional and dependent and men as aggressive, dominant and independent. (footnote 1) In an advertisement for Nautica, we see two men playing football, a sport associated with masculinity, while wearing the Nautica line of clothing and accessories (Vanity Fair 38-39). If one is careful in observing the ad, the models can be seen wearing watches while playing."
| |
|
Milk, 2006.
An overview of the popularity of milk and advertising campaigns used to market the consumption of milk.
1,968 words (approx. 7.9 pages), 8 sources, MLA, $ 62.95
»
Click here to show/hide summary
Abstract
The paper examines how increased advertising of health and energy drinks in America has reduced milk consumption and how the dairy industry have used aggressive advertising campaigns in order to increase the popularity of milk. It also looks at the consumption and production in Europe and Thailand as well as the U.S. and the differences in advertising campaigns.
From the Paper
"Europe's emotional concept features people of all ages drinking milk for good health. Marketers target men aged 18-29 with information that milk is a contemporary drink that gives a man stamina and energy. The emotional concept also targets all people over the age of 50. The angle is that retired individuals especially need the added nutritional benefits. Marketers want people to realize that it's okay to drink milk. Milk is no longer the choice drink of geeks in the lunchroom. Milk is everyone's choice drink. "The rational concept features information on protein, calcium, and vitamins. The ads tell consumers that milk is a tasty drink full of important nutrients. Consumers realize that milk supplies an important part of their nutritional requirements. Milk is something that is needed. Mothers with young children are directly targeted. They are informed that milk will help nutritionally nurture their kids and help them grow to their full potential because it contains protein, potassium and vitamins A, B, and D."
| |
|
Experimentation in Market Research, 2006.
A review of market research techniques for use in product advertising.
900 words (approx. 3.6 pages), 3 sources, MLA, $ 31.95
»
Click here to show/hide summary
Abstract
This paper studies how market research is and should be conducted. The author looks at two of the most common vehicles: focus groups and on-line statistics, emphasizing the impact of technology. The paper concludes that regardless of how it is handled, market research is the one way to protect the producer of a product or service for which he hopes to find a customer base. Furthermore, he explains that as the computer age broadens, new experimenting with marketing tools will evolve.
From the Paper
"Organizations have been formed in recent years who specialize in providing the proper types for a focus group session. By means of ads in local newspapers or regional magazines, even segmenting by newspaper demographics (i.e., upscale neighborhoods vs. inner cities) these organizations pre-screen and interview applicants for their records. Then, from this large pool, clients can select the type of focus group member needed to experiment with a product introduction or re-launch. Generally, the organization has a meeting room, with a double-mirror behind which clients observe and listen. The group members know they may be recorded. The organization furnishes a trained group leader to provide questions, eliciting the sort of responses the clients want- positive as well as negative. The usual pay, at least in one instance where a family member participated, is $100 for a 4-5 hour session (refreshments are also served)."
| |
|
Women in Advertising, 2006.
An analysis of the problematic portrayal of women in television and print advertisements.
2,800 words (approx. 11.2 pages), 4 sources, APA, $ 83.95
»
Click here to show/hide summary
Abstract
This paper studies the inaccurate and sexist ways in which women are portrayed in advertising -- most often either as completely domesticated (housewives) or completely sexualized. The author explains that while television programs often now depict women in their professional capacity, the advertising industry is still based on a patriarchal ideology, which inaccurately portrays women. The paper studies the effect of this portrayal on women, men and society as a whole, and makes suggestions to rectify the inaccuracies.
From the Paper
"Even more harmful than the stereotyping of women through advertising is their portrayal in pornographically explicit material. There has been a vast increase of such material in both the television and print media. The women that are part of this industry earn a substantial income from it. However, the effects upon society are far more harmful than they are beneficial. The trivialization and objectification of women in this way has led to a large extent to minor and major sex crimes such as rape and coersion to have sex. Harrassment and and traditional views of sex roles are also a consequence of the deliberately degrading function of stereotypical images in pornographic material. Women are normally shown to be passive and submissive in the sex act, while males are active."
| |
|
Sex in Advertising, 2006.
Discusses the blatant use of sex in advertising and why it is harmful to society.
1,637 words (approx. 6.5 pages), 5 sources, APA, $ 53.95
»
Click here to show/hide summary
Abstract
This paper takes a look at how the advertising industry places almost no limits on its use of sex to sell products and explains why this form of advertising is harmful to the consumer. The paper also explains why advertisers use sex to sell products and looks at what consumers can do to restrict or eliminate the excessive use of sex in advertising.
From the Paper
"Aside from the obvious blatant contribution these sexually oriented advertisements have toward the destruction of the moral fiber of our nation these advertisements also contribute to destruction of the thinking processes of the specific demographic to whom they are directed. For example, the perfume advertisements of Calvin Klein tell young women, many of whom are just reaching puberty that it is perfectly correct, proper and desirable to starve one's self into an abhorrently emaciated body frame thus creating eating and nutrition disorders than can take a lifetime to correct. That is providing the life span is long enough in their desirable body style to accomplish a cure."
| |
|
Are Audiences Active?, 2006.
A discussion on the role of the audience in entertainment.
1,550 words (approx. 6.2 pages), 6 sources, APA, $ 50.95
»
Click here to show/hide summary
Abstract
This paper provides a brief overview of some audience ratings systems and the integral part an audience plays in the creative process for entertainers and the marketing techniques of advertisers.
Introduction
Overview of Audience Ratings Systems
Other Types of Audience Research
It Takes Two to Tango in the Theater
Conclusion
Bibliography
From the Paper
"Advertisers and marketing specialists are constantly seeking the Holy Grail of Sales: what will compel the average consumer to purchase a particular product or service, or to watch a television show or attend a movie. The question of what motivates a consumer to buy challenges the imagination and ingenuity of every type of industry which has an audience and presses research specialists forward into new fields of investigation. "Motivational research, for example, attempts to probe the unconscious impulses that motivate buying decisions; advertising agencies then utilize these findings to influence the consumer and to attempt to break down sales resistance.""
| |
|
Global Advertising Agencies, 2006.
A study in the relatively recent phenomenon of global advertising agencies.
2,975 words (approx. 11.9 pages), 13 sources, MLA, $ 87.95
»
Click here to show/hide summary
Abstract
This paper looks at the transition from local ad agencies to global conglomerates. These new mega firms, as the author explains, are responsible for creating world-wide advertising campaigns that must have universal appeal, while also maintaining local relevance. The author examines a number of case studies based on international companies seeking to promote themselves from Europe to the Far East. The paper analyzes what campaigns worked -- and why -- and how ad agencies are able to position themselves as global agents.
From the Paper
"Reality, however, varies from Germany to Australia, from Japan to Italy. So does make-believe. In order to be truly global (and yet, at the same time "local") one has to understand what works in each nation, what attracts potential customers, and where is that attraction? It is this notion of "going global" that has changed the face and the fate of American Advertising Agencies."
| |
|
Generational Marketing, 2006.
This paper analyzes how advertisers and manufacturers target consumers with generational marketing.
1,135 words (approx. 4.5 pages), 3 sources, APA, $ 39.95
»
Click here to show/hide summary
Abstract
This paper examines the impact of generational marketing which segments the consumer audience into various age groups. According to statistics the audience most desired is between the ages of 19-34, which results in most products advertised on television aimed at this particular group. This paper also probes the marketing approach of several brand name companies including Seagram's, Weight Watchers and Betty Crocker.
From the Paper
"Marketers have also researched who watches the evening news, and found that the audiences skews older. So, the commercials tend to be aspirin, vitamins, some medications for ulcers or heartburn or lowering cholesterol. It is this "older" generation which is afflicted most often with the discomforts and illnesses that these products help "cure."
| |
|
Internet Marketing and Advertising, 2003.
An overview of the history of internet marketing and advertising.
4,105 words (approx. 16.4 pages), 19 sources, MLA, $ 110.95
»
Click here to show/hide summary
Abstract
This paper discusses the history of advertising on the web, current trends of internet marketing and the cost of internet marketing, including the advantages and disadvantages of advertising on the web. It also looks at available statistics on corporate profit from internet advertising and finally the future of the internet.
Outline
Brief History of Development of the Internet & Internet Marketing
Current Trends of Internet Marketing & Advertising
The Cost of Internet Marketing
Corporate Profit from Internet
Web Demographics and Laws Governing the Net
Advantages and Disadvantages of Advertising on the Internet
Future of Internet Marketing
Conclusion
From the Paper
"Ming Chi and Sandy Xu's web page talks about how Internet marketing is an inexpensive way for businesses to market. According to their research, traditional marketing requires time, money and determination. In Internet marketing, businesses deal directly with consumers. There is no need for marketing intermediaries. Businesses no longer deal with marketing agencies and the distribution costs are also eliminated. (WebPromote. 1996) To do mass marketing in the conventional way is extremely expensive but for Internet marketing this is not true all. The Internet enables businesses to conduct mass marketing, target marketing, and niche marketing in a small fraction of the cost of
conventional marketing."
| |
|
Mineral Water Markets, 2006.
A paper describing the marketing strategies for mineral water that must be applied to the Indonesian market in order to be successful there.
3,135 words (approx. 12.5 pages), 5 sources, MLA, $ 91.95
»
Click here to show/hide summary
Abstract
This paper details the marketing strategies that the mineral water industry must adopt in order to be successful in penetrating the Indonesian mineral water market. The paper explains that there are certain risks associated with doing business in Indonesia and that knowledge of these risks and the ability to apply marketing strategies that take into account these risks are essential to maintaining a competitive edge. The paper further explains that, while there are great challenges to marketing mineral water in Indonesia, the potential payoff is also great. Finally, the paper provides background information on the Indonesian government and economy and a recommended strategy for marketing mineral water in Indonesia.
Table of Contents
Executive Summary
The Driving Reasons
Some Words of Caution
Export and Import Trends
Government and the Economy
Principal Growth Sectors
Political Factors
Marketing U.S. Products and Services
Conclusions and Recommendations
From the Paper
"Although the strategies of global marketing within the Mineral Water Industry is to a great extent fairly straightforward throughout the world the strategies necessary for successfully marketing Mineral Water in Indonesia presents some quite unique problems that must be addressed in order to be successful in this venture. Several companies within the industry have successfully instituted the marketing of the Mineral Water Industry wide throughout the United States (US)."
|
|
|