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Ethics, 2006.
This article concerns an ethical dilemma involving an employee's dismissal from a motor company, that is a major advertiser in a newspaper.
1,269 words (approx. 5.1 pages), 2 sources, APA, £ 25.95
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Abstract
The writer describes how the ethical dilemma arose when an investigative reporter discovers a threat of legislation against a motor company for unfairly terminating an employee. The motor company has bought a large amount of advertising space at the newspaper where the said reporter works. The writer describes that the stated policy of the company is to remain non-partial in its hiring and termination of employees. The paper shows that the employee claims that he was mistreated and subsequently terminated because of his race and religion. However, the writer reveals the reporter's claims that the employee had been caught stealing money from the company's cash box. This article discusses the problem that arises as a result of the company's refusal to allow newspaper reporting regarding the matter. The writer shows that if the reporter were then to write about the matter, it constitutes a conflict of interest with an advertiser.
From the Paper
"The reporter in question brought the matter to the attention of the editor, who contacted the human resources manager to discuss the matter. It was decided that it was in the paper's best interest to pursue the story. The policy of the Weekly Herald is clearly that reporting should be honest, current and impartial. If any place of business is guilty of misconduct with regard to its employees, readers have the right to know about it. Furthermore, in the intensely competitive world of reporting, it would serve the paper well to bring fully investigated, truthful and timely material to the reader. Waiting for the angry employee to go to the press with the story would be unfair both to the paper and to its readership. Firstly, the Weekly Herald would prove untrustworthy in terms of newsworthy items and secondly, it is likely that the objectivity of the story would be compromised."
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Euro vs Florida Disney, 2006.
This paper compares the Walt Disney Company -- WDC theme park and resort complex in Florida and Euro Disney in France.
2,985 words (approx. 11.9 pages), 11 sources, MLA, £ 52.95
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Abstract
CThis article studies the Disney theme parks located in Florida and in France. The writer states that due to strong leadership and excellent management skills, Disney has been able to make forays into many fields like entertainment, communication and technology and customer service. This paper compares the huge success of the Florida Disney complex with the losses suffered at Euro Disney. The writer discusses reasons for these differences and offers possible explanations for profit and loss at each site respectively. The writer also looks at cultural differences as a reason for varying success at the different locations.
Contents:
Success of Florida Disney
What Went Wrong in Euro Disney in France?
Cultural Differences
Michael Esiner and How he Contributed to the Initial Failure of Euro Disney
From the Paper
"The leadership approach at Florida Disney is the outcome of a transformation of a business thinking that happened within Walt Disney which is called as 'Performance Excellence'. Identifying novel competitive force in the early 1990s it was understood at Disney that to remain a benchmark in creativity, customer service and entertainment, every Cast Member at Florida should assume the role of an active partner in the success of the company. This initiative makes linkages to the leadership behaviors to the fundamental and quantifiable measures of Disney's business which is the totality of Cast experience, Guest satisfaction, and customer loyalty. In the beginning it was realized that the concept of Performance Excellence revolved on two major factors which is involvement and passion. (Disney World Paper)"
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Buzz Marketing, 2006.
This article studies the notion of "buzz marketing" which is a disputable method of promoting a product.
1,745 words (approx. 7.0 pages), 8 sources, APA, £ 33.95
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Abstract
The latest promotion is called "buzz marketing," when consumers and even actors are hired by a company or ad agency to endorse a product. The idea is to find the most liked and respected individuals in a community and have them use a product in order to create a buzz around it. Buzz, sometimes called "street marketing," can make a company more desirable. How is this different from any advertisement or commercial? In the majority of cases, the individuals hearing the message do not know that they are being duped. Consumers actually think the person feels this way about the product. So far, the Federal Trade Commission has not put restrictions on buzz marketing. However, this does not mean that it is acceptable or ethical. It still remains a controversial issue.
From the Paper
"The Federal Trade Commission, which regulates the legal use of advertisements, has not yet ruled on buzz marketing. Regardless, some people say that buzz marketing raises serious ethical issues. That is because buzz marketing often uses regular citizens who get products for talking up products. Or, the companies sometimes fall into that stealth area and hire professional actors to pose as typical consumers. Some individuals say they would not be upset to find out someone had tricked them by praising a product in return for a gift or two. Others say that buzz marketing makes the negatives of advertising--motivating people to buy something they do not even need or want -even worse. It will eventually lead to a situation where nothing or no one can ever be believed."
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Sexuality in Advertising, 2005.
This paper discusses the use of sex in advertising as a powerful tool for selling products; however, sex in advertising is addressed differently toward men than it is toward women.
1,245 words (approx. 5.0 pages), 5 sources, MLA, £ 25.95
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Abstract
This paper explains that the sexual connection is much easier to set up for men than for women because men have minimal criteria for sexual desire, basically a woman's anatomy; thus, young healthy women's bodies easily attract the male view to the advertiser's product. The author points out that the use of sex in advertising to women is much more difficult because women's instinctive sexual reaction is more strongly affected by their intelligence; thus, advertising to women rarely uses sex, but rather the romance approach is applied using stereotypical images such as roses and a doting man. The paper relates that sexuality in advertising is a major area of ethical concern; however, surprisingly little is known about its effects on women and men.
From the Paper
"Sex is the second strongest of the psychological appeals, right behind self-preservation, and its strength is biological and instinctive, the genetic imperative of reproduction.Sexual desire is an instinctive reaction in animals, and a person's perception of a suitable mate is the basis.That perception is usually a set of criteria that the opposite sex must meet, and those that meet and exceed those criteria will provide the chance for the highest quality offspring with the best chance of survival."
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Internationalization of Branding, 2006.
An in-depth paper on how retail clothing companies are working to internationalize their brand names.
17,074 words (approx. 68.3 pages), 46 sources, APA, £ 148.95
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Abstract
This paper discusses at length the challenges faced by the retail fashion industry. After a thorough overview of current issues, the paper launches into a case study of Perry Ellis, Inc., a major fashion retailer, which owns thirteen brands, including Perry Ellis, Penguin Sport and Southpoint. Perry Ellis, Inc. also licenses an additional five brands, including Nike and Tommy Hilfiger. The author explains how Perry Ellis has leveraged the brand-name familiarity to become a lucrative company. The paper also provides a case study of the Levi Strauss company, and shows its distinct branding style.
From the Paper
"In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged as a top management priority in the last decade. As a result of its highly competitive nature, branding carries a significant effect in the retailing industry as one of the main drivers influencing customer perceptions, store choice and loyalty. Thus, as an attempt to offer more to the consumer than just low prices, retailers are developing marketing strategies that build store equity and differentiate their brand."
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The Effectiveness of Advertising, 2006.
Describes a study done on the efficacy of advertising.
936 words (approx. 3.7 pages), 2 sources, APA, £ 19.95
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Abstract
This paper describes a study conducted by Marketing Management Analytics of Forrester Research on the efficacy of advertising, as well as the results and conclusions of that study. The paper also explains that the study was successful in drawing some much-needed quantifiable conclusions about the advertising industry as a whole, as well as the current uncertain atmosphere amongst advertisers and marketers about their ability to reach current consumers through any medium of advertising.
From the Paper
"In other words, not only is the question of advertising efficacy an old one, it is also one in which individuals in the marketing and advertising industries are increasingly pressed to answer with greater decisiveness and accountable data, given the multiplicity of advertising channels open to marketers today, the greater need for marketing segmentation given the wider availability of products to consumers, and the narrowed chance of reaching consumers in a point and click, remote control and mouse controlled society, where attention spans seem to be growing ever shorter, and the expenses of directed advertising campaigns are growing longer and longer."
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The Motion Picture "Catwoman", 2006.
A paper on the reasons why "Catwoman" was not a successful film.
3,850 words (approx. 15.4 pages), 11 sources, MLA, £ 62.95
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Abstract
This paper examines the reasons that in an age of wildly successful comic-book based movies, such as "Batman" and "Spiderman," "Catwoman" was not a successful movie. The author examines such issues as the writing of the movie, technical editing issues, and special effects. The paper contends that the movie is a cinematic disaster despite an all-star cast, a high budget, and good subject matter.
Table of Contents:
Executive Summary
I. Introduction
II. Situational Analysis
A.SWOT External
1. Economy
2. Society
3. Technology
4. Industry
B.SWOT Internal
1. Capital
2. Personal
3. Product
III. The 4Ps of Marketing
IV. Recommendations
From the Paper
"Catwoman, directed by the French Director Pitof, makes a climbs-down with the audience to the point of starting when Joel Schumacher puts rubber nipples on the bat suit and treated his fetish for neon-lit sets. Catwoman is Batman and Robin once again excitedly crapping over all the well-treasured achievement of 'serious' comic book movies and approaching with full vigor. Taking into account the marketing aspect, it is an easy thing to put the blame on the actress on Halle Berry due to the awesome debacle of a film. This is due to the fact that she is the one who is running around the 'nameless computer-generated city" draped in an ill fitting leather attire and doing the role of embarrassing scenes in whish she gulps down 6 cans of Tuna fish or at times she is crazy for a catnip. To discharge this role, Berry was paid millions. The audience rightly was not prepared to accept this rubbish. The true wedgie in the crotch of Catwomen is director Pitof, who had experience with special effects and Hollywood hack, who has a difficult time in feeling confident with the obsolete filmmaking devices such as "acting, "drama", & self-control for a long period to really make a movie out of this Bob Kane created character. (Catwoman: www.filmfodder.com)"
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Coca-Cola, 2005.
An examination of Coca-Cola's advertising strategy, which is directed at the youth market.
1,240 words (approx. 5.0 pages), 4 sources, MLA, £ 25.95
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Abstract
This paper looks at how Coca-Cola's advertising campaigns are specifically directed at a young audience because teens have disposable income and are more willing to pay a premium price than adults. It also looks at how they use specific product placements associated with TV programs, such as "American Idol", and films such as "Harry Potter", which are directly linked to the youth market.
From the Paper
"In saying this, it must be noted that music and sports stars and recognized as idols for many teens. This includes that teens look to these stars or celebrities to determine what is considered cool. Music and sports celebrities that have featured in advertisements for Coca-Cola include Christina Aguilera, Michael Jordan, Shaquille O'Neal, and singer Mya. By having these celebrities endorse the product, Coca-Cola is communicating to the young audience that the product is considered cool and linked with success. It must be noted that the celebrities that endorse Coca-cola also tend to be young and attractive."
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?Sex, Lies & Advertising?, 2005.
This paper reviews and analyzes the article "Sex, Lies & Advertising" written by author and feminist Gloria Steinem which focuses on the impact of advertisers in the media.
761 words (approx. 3.0 pages), 1 source, MLA, £ 16.95
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Abstract
This paper discusses Steinem's article in which the author and feminist gives a detailed account of how advertising dollars dictate the ads as well as the editorial content in "Ms. Magazine." This paper discusses the actions taken by advertisers such as Revlon and Clairol when their demands regarding editorial content aimed at promoting their products were not met. One example in Steinem's article cited that Clairol withdrew its advertising support after "Ms. Magazine" published an article on the hazards of carcinogens in hair dyes. This paper analyzes how diversity in the field of advertising is seen as a direct threat to reaching a primarily white audience. This paper also examines Steinem's regret in using her publication to sell products that may not be in the best interest of women by citing the financial necessity in doing so.
From the Paper
"Does consumer power really drive what types of ads are run in magazines? According to Steinem, this is not necessarily the case. Although her magazine had presented ample evidence to advertisers that women are decision makers in purchases involving automobiles, consumer electronics such as sound equipment, VCS, and computers and office equipment, the publication had a really hard time obtaining advertisements for these types of products. One of the reasons given is that the advertising industry lags consumer reality. Where women may once have turned to their significant others to help them make their decisions, they now increasingly rely on their own judgment. But, the old perceptions remain ingrained in advertising executives. And, Stinem states that acceptance of products by women is viewed as a threat to the perceptions of the products by males."
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Church Business, 2006.
This paper presents an overview of a yearly public relations plan, for a neighborhood church, geared towards to attracting new members.
1,405 words (approx. 5.6 pages), 5 sources, MLA, £ 27.95
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Abstract
This paper examines the current condition of the church, while focusing on the business strategy and promotional campaign to be implemented over a 12 month period. This paper examines the numerous existing ministries within the church, which include a teen ministry, married couple ministry, divorced couple ministry and single parent ministry. The writer contends that the proposed strategy plan and promotional campaign, detailed in this paper, involves understanding and meeting the church's current needs, while at the same time implementing original ideas to attract new members. This paper also discusses how promotional materials, advertising and televised commercials will be instituted as well as staging various musical events, aimed at attracting younger members.
From the Paper
"The ministries are geared toward age groups and lifestyle choices made by our church members. The public relations strategy will involve understanding the church's strengths so that we can build on those strengths to continue to service our members as well as attract new members. The strengths of the church include several services for all needs, a benevolence committee to help those who are in need, our pastors provide excellent services that are thought provoking and interesting, we have contemporary music while many of the churches around this area are still using old fashioned gospel music. The church is easily located because it is right off the bypass on the only highway that goes through the entire town."
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Manipulation Tactics, 2006.
This paper examines various strategies and methods of persuasion and influence, whether for financial gain or other purposes.
1,053 words (approx. 4.2 pages), 3 sources, MLA, £ 21.95
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Abstract
This paper discusses the cause and effects of cult influences, while also detailing the four main methods of defense against these particular manipulation tactics. The writer of this paper stresses the importance of protecting ourselves against these specific influences, by understanding the warning signs associated with cults. This paper explores the bias of self-serving cults, which are well known and should be recognized easily. This paper focuses on another manipulation and influential tactic, which is used by the media in advertising. The writer of this paper also discusses the ethical and moral aspects surrounding these coercion tactics.
From the Paper
"Another method of influence that comes on us is through frames and they are used for both good of the people or evil. The frames are manipulative to put individuals in a situation where they would find it very difficult to get out of. The frames are formed in a manner where they can not be determined easily as ordinary persons are too busy to realize that they are facing an issue which has been framed. The method of avoiding this is to remember that one has to make all decisions for oneself with full responsibility. One of the areas when this is used in convincing people to purchase some not needed items. To avoid this people have to ask themselves whether they need the item, or whether they have greater needs for their money. One has also to find out if the seller would be making a benefit from the purchase, and this is to be found out. When this matter is being hidden one can be certain that one is being framed. The method of defending oneself is to suggest alternate strategies to the individual and see the reaction."
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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, £ 35.95
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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."
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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, £ 52.95
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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."
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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, £ 36.95
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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."
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