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Television Commercials, 2005.
A look at how television advertisements affect viewers.
1,413 words (approx. 5.7 pages), 9 sources, APA, £ 27.95
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Abstract
In this paper, the author describes her own responses to television commercials as well as how the population, in general, is affected by the advertisements they see on TV. The author concludes that, while it would not be feasible to eliminate television commercials altogether, it is hoped that viewers will become more aware of how they are being manipulated by advertisements.
From the Paper
"Although the Internet is the top choice of electronic media for young adults 18 to 24, this age group continues to watch significant amounts of television each week. On an average, these individuals will view between two to five hours of TV a day for entertainment and relaxation. Television advertising thus remains a top priority for marketing purposes, and companies continue to rely considerably on this medium to get across their messages (Carparelli, 2004). Audience ad recognition remains at a high 70 percent, and viewers actually like commercials more--especially those that appeal to feelings, use music in a central role, are humorous and tell a story (MTV-3). It is expected that most students in the United States see about 360,000 commercials by the time they graduate high school (Tamburro, 2004)."
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Marketing Strategy: Automobile Association (AA-U.K.), 2005.
This paper describes a direct marketing strategy for the Automobile Association (AA) of the U.K. entitled 'Just AASK'.
3,905 words (approx. 15.6 pages), 9 sources, APA, £ 62.95
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Abstract
This paper explains that, because the main product line of the Automobile Association (AA) of the U.K. has reached the maturity phase of the product life-cycle; a new advertising strategy, 'Just AASK', incorporating AA's entire umbrella of business products and services, allows the company to communicate a single streamlined message that addresses both new and existing customer concerns and creates new opportunities for cross sales from the core business. The author points out that the AA has a database including every customer who has ever inquired or purchased a product or service from the company, which can be analyzed to develop potential new markets, target groups and new products and to evaluate models for the 'Just AASK' campaign. The paper relates that the key of the 'Just AASK' agenda is to establish a direct marketing communications program that will increase revenue by increasing sales from existing customers; the acquisition strategy of choice for new customers will be a combination of 'Buzz Marketing' and 'Word-of-Mouth' advertising.
Table of Contents
Introduction
Communication and Customer Service
4 P's Approach
Database Strategy
Direct Marketing Communication Program for Existing Customers
Motor Section
Travel Section
Financial Services
Acquisition Strategy for New Customers
Motor Section and Travel Section
Financial Services
Conclusion
From the Paper
"The majority of all business success revolves around attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." The company will therefore seek to take advantage of its valuable customer databases by first enhancing this wealth of information and then creating new strategies for direct marketing communications with existing customers. The new marketing approach will also create viable means for acquiring new customers."
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Hidden Advertising, 2005.
A discussion about what hidden advertising is and why it must be stopped.
1,125 words (approx. 4.5 pages), 4 sources, MLA, £ 22.95
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Abstract
This paper briefly explains that hidden advertising is whereby a product is promoted without the consumer's awareness that he or she is watching, seeing, or most insidiously 'experiencing' an advertisement ploy. The writer argues that this practice is unethical and should not be allowed in American markets.
From the Paper
"What is secret advertising? The New York Times calls such advertising "hidden (in plan sight)" persuasion. Consider a few scenes from the life of a hidden persuader named Gabriella. "At one grocery store, Gabriella asked a manager why there was no Al Fresco sausage available. At a second store, she dropped a card touting the product into the suggestion box. At a third, she talked a stranger into buying a package. She suggested that the organizers of a neighborhood picnic serve Al Fresco." (Walker, 2004) Gabriella is not a paid sponsor. Rather, she is a voluntary recruit of the Al Fresco Company. But it was Al Fresco and its hired advertising agency that encouraged her to do all of these things. She did not promote the product in such an aggressive manner by her own free will, by design, rather her tactics were 'suggested' for her by the company."
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Marsh & McLenan Companies, 2005.
A look at the symptoms and consequences of the allegations of fraud brought against the commercial insurance firm, Marsh and McLenan Companies.
1,275 words (approx. 5.1 pages), 1 source, APA, £ 25.95
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Abstract
This paper details the accusations of fraud leveled at Marsh and McLenan Companies, how the company reacted to the accusations and attempted to improve its conduct and image, as well as what circumstances lent themselves to such fraudulent activity and behavior.
From the Paper
"It's happened again-yet another seismic crisis has shaken the foundation of corporate America, in this case, in the highly profitable yet chancy climate of the insurance industry. "Staggered" by accusations that it cheated its customers, Marsh & McLenan Companies, "the world's biggest broker of commercial insurance," released a statement on November 9, 2001 that it was going to be forced to lay off 3,000 employees in the coming months. To give a reader an idea of the magnitude of such a layoff, this comprises five percent of the overall staff and total work force of the company. (Treaster, 2004) Poor profits and poor stock performance were cited as reasons-all the result of a continuing investigation into the company's dodgy legers and questionable business ethics. The company has undergone a change of recent leadership since the scandal, but can the company continue to keep employee morale, motivation, and job performance high, at an acceptable industry standard?"
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Ethics in Business, 2005.
A discussion of the business code of ethics implemented by the Lockheed Martin corporation.
1,592 words (approx. 6.4 pages), 6 sources, MLA, £ 30.95
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Abstract
This report details the business code of ethics of the Lockheed Martin corporation and their business practices, as well as examines the ethical questions that arise from marketing and advertising practices. The paper also makes recommendations for enhancing the ethics code at Lockheed Martin to ensure that marketing agents and advertisers are consistently adhering to corporate moral and ethical standards while advertising and conducting business.
From the Paper
"The company selected for purposes of analysis is Lockheed Martin, which handles bidding, negotiations, and performance of government contracts. Lockheed Martin has a reputation for conducting business nationally and globally and is well respected within the industry. The company and competitors or similar manufacturers including Ball Corporation regularly conduct marketing and advertising research to determine what products/services are best suited for consumer interests."
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Dolls and their Impact on Children, 2005.
A look at dolls from the 1940s to the 1970s and what impact they had on black and white children.
5,665 words (approx. 22.7 pages), 14 sources, MLA, £ 80.95
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Abstract
This paper explores the impact of dolls on the black and white children during the periods between 1940's and 1970's. A number of groundbreaking and pioneering research studies have been cited in the paper to provide a comprehensive analysis of the influence of dolls on the psychology of children. Subsequently, the paper explores the promotion and advertisement activities carried out by leading doll manufacturers in that particular era and also the difference of marketing activities between the south and the north. This paper reveals and clarifies the role played by the corporations throughout the specified period in either promoting or demoting interracial harmony.
Introduction: Three Interracial People
Review of Literature
Dolls from 1940's through 1970's and their Impact on Black and White
Children
Sketching Social and Fashion Meanings from Literature on Dolls
Doll Representing Contemporary Fashion
The Marketing and Promotion of Leading Doll Manufacturers
Conclusion
From the Paper
"All through American history, children of interracial groups have been unable to maintain a healthy relationship with each other. This is particularly true for both black and white communities. The blacks are jealous of the whites because of their higher social, political and financial status and the whites hate the distinct color of the black skin because to them the black color resembles overloaded jinx. The situation is not getting any better and with globalization at the doorstep, the challenges confronting the American society, in general, and American corporations, in particular, are enormous. The last thing they need is to single out a particular group on the basis of their color and marginalize them. Ursula M. Brown (2001) writes, "Thus interracial children have to negotiate all the developmental challenges that confront uni-racial children. In addition, they have to face a unique set of emotional hurdles. These stem from their mixed racial background, a world that has deprived them of the right to define themselves as who they are, and communities that may resent them for their blackness, interracialness, or whiteness.""
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Corona in Europe, 2005.
An examination of Corona's marketing strategy for Europe.
1,789 words (approx. 7.2 pages), 4 sources, MLA, £ 33.95
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Abstract
This paper briefly discusses Corona's successful marketing strategy in the United States and looks at whether this type of campaign can be implemented in the European market. Demographics and consumer trends are examined in order to reach a conclusion.
From the Paper
"Corona's marketing strategy in Europe seems to be to bank on several well-known trends: lighter, paler beer preference among the younger demographics, need for trendiness among the same demographic, and the cachet the Mexican culture seems to have gained in Europe, possibly a unique combination of their familiar Spanish culture and the New World."
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Advertising Agencies, 2005.
A look at the role of advertising agencies in the global market scene.
21,700 words (approx. 86.8 pages), 62 sources, APA, £ 146.95
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Abstract
This study attempts to show the correlation between employee satisfaction, customer satisfaction, and profitability as it relates to the role of advertising agencies in a global society. This is accomplished by examining the history and functions of advertising agencies throughout the world. The literature review deals with general information concerning advertising agency information, employee satisfaction, customer satisfaction and profitability. The later part of the study looks specifically at advertising agencies and what they are doing today based on what they have learned in the past.
Background
Research Questions
Significance of the Study
Objective of the Study
Definition of Terms
Outline of the Study
Chapter Summary
Review of Related Literature
Hypothesis
Conceptual Framework
Data Collection
Limitations
Data Analysis Methods
Findings
Conclusions, Summary and Recommendations
From the Paper
"In order to understand the role of advertising agencies in today's global society, it is first necessary to understand the relationship between customer satisfaction, employee satisfaction, and profitability. These may not seem to have much correlation to advertising and advertising agencies, but they actually do. The reason for this is that these issues are all strongly affected by advertising. Customers that see an advertisement will often purchase products based on that advertisement, and if the product does not live up to the way that it was portrayed in the advertising, customer satisfaction will be very low. "
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Brand Equity, 2005.
Discusses the importance of brand equity to a company and how to go about increasing brand equity.
3,850 words (approx. 15.4 pages), 12 sources, APA, £ 61.95
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Abstract
This paper describes the function of brand equity, explains its importance to a businesses' success, reviews literature on how to build brand equity and takes a look at how the concept of brand equity in the past in order to discern how companies can best increase brand equity in the present and future.
From the Paper
"One of the most significant ways that companies can increase their brand equity is through advertising. Research done in the past on the subject of advertising looked at how people reacted to advertisements, in that it tried to determine if these individuals would buy the product based on the advertisement. More recently, other research has focused on the actual affect and whether or not the consumer actually likes the advertisement that he or she sees (Vakratsas & Ambler, 1999). Sometimes, individuals purchase products from companies simply because they are familiar with a certain brand, even if they do not care for their advertisements. However, brand equity can become much stronger if it can evolve from advertisements that a consumer actually likes and feels good about viewing."
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Tobacco Dilemma, 2005.
A brief look at the ethical factors involved in marketing tobacco products to Third World countries.
753 words (approx. 3.0 pages), 2 sources, MLA, £ 15.95
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Abstract
This paper examines the tobacco industry's marketing efforts abroad as they sell their products to Third World nations. Like many industries in the United States, when a product is banned there, it often finds buyers outside of the country's borders. Although this practice seems unethical, it does provide answers for the tobacco industry even when they are not socially or ethically acceptable. This paper shows that once the tobacco industry had to admit their guilt in the United States, economics kicked in and dictated the new marketing solution of selling to poorer nations.
From the Paper
"How a product is marketed makes a big difference in sales. "Brazil also has probably the highest level of tobacco advertising per capita in the world. When advertising stopped for a year, cigarette sales fell 4.8% in nine months." (Chapman & Leng, 2004) The American Cancer Society has been very critical in the media regarding the US tobacco companies' marketing strategies. As the largest exporter of tobacco products in the world, US tobacco companies have been criticized for selling cigarettes with tar levels well beyond those levels allowed in the United States. Also, the marketing efforts have been focused on women and children who prior to these new endorsements had relatively low numbers of smokers in the developing countries."
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Females and Advertising, 2005.
An analysis of the usage of female imagery in advertising throughout history and its effect on society.
20,013 words (approx. 80.1 pages), 124 sources, MLA, £ 146.95
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Abstract
This paper examines how the use of female images in the media and particularly in advertising has become a contentious issue in recent years and how numerous studies and articles have been written on the subject. There is a general consensus among academics and researchers that the manner in which advertising uses female images has a profound affect on society in general and the individual consumer. However, whether this effect is entirely negative or positive is a question that is at issue. One of the intentions of the present study is to present these views against the background of the history and function of advertising. A central purpose of this dissertation is to examine the implications surrounding the usage of female imagery in advertising. The implications in both a social and psychological sense are examined in-depth. The study also takes cognizance of the various views and opinions of various aspects of this subject. The overall intention of the study is to present a clear overview and analysis of the historical and contemporary reality of the use of female images in the advertising industry.
Outline
Introduction and History of Advertising
The Function and Functioning of Advertising
Implications: Society and Advertising
Implications: Psychology and Advertising
Conclusion and Summation
From the Paper
"Advertising is an integral part of our social and economic systems. In our complex society, advertising has evolved into a vital communications system for both consumers and businesses. The concepts of buying and consuming have been around since time immemorial and the fact that much of life focuses in this commonplace arena, makes advertising a fascinating subject for anyone who is interested in how people cope with everyday existence. In ancient times 'persuasion through communication' was mainly by word of mouth, yet commercial messages were found in the ruins of Pompeii, a town that was founded in the 7th century BC by the Osci, a people of central Italy."
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| Essay # 60070 |
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Direct Marketing.
This paper proposes a direct marketing campaign for the Maytag Corporation, marketing home appliances under household the brand names Maytag, Jenn-Air, Amana, Magic Chef, Hoover, and Jade.
950 words (approx. 3.8 pages), 5 sources, APA, £ 19.95
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Abstract
This paper explains that, although Maytag is one of America's "Most Admired Companies," the company has been weathering some rough times, largely due to a fiercely competitive, mature market, and is now undergoing major restructuring. The author points out that Maytag may be losing an opportunity to build an ongoing relationship with its existing and prospective customers because, instead of using an umbrella direct marketing campaign to communicate the benefits of all the Maytag-owned brands, each brand is conducting its own campaigns. The paper relates the benefits of umbrella direct marketing; it (1) helps establish the link between its brands, (2) leverages Maytag long standing equity for the reliability and dependability of its products, (3) supports, not contradicts, the individual brands' positioning in conventional media, (4) procures a higher share of the customer wallet or home by cross-selling its various product offerings, and (5) entices customers into wanting to purchase products that "make their lives easier" before existing appliances wear out.
From the Paper
"The Maytag Direct Marketing effort would naturally have to start with building and profiling a data base of its existing and prospective customers. While the latter could be done through buying ready data bases that match Maytag's customer profiles, a good starting point for the former may be Maytag Stores and other retail outlets. The Maytag Stores especially would be an ideal source since they act as an innovation showcase for the company; are independently owned and operated; and offer a "try before you buy" approach. The incentive for customers to opt-in for Maytag's mailings could be a monthly newsletter on "Making Life Easier at Home." Not only will such a newsletter be in line with Maytag's overall business strategy, it is likely to be of high interest to all home owners and makers since they are constantly on the look out for tips on how to create an efficient and pleasant home environment."
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Advertising Strategies, 2005.
A look at different advertising strategies and what companies must consider when running an advertising campaign.
5,204 words (approx. 20.8 pages), 21 sources, APA, £ 75.95
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Abstract
This paper discusses the tangible and intangible methods of communication in advertising and uses a case study of a small Greek business to illustrate effective advertising strategies.The paper describes the different tools and method available for advertising, the approach to advertising that small businesses should use, and makes recommendations for the small business described in the case study.
From the Paper
"Advertising strategies differ significantly. This is based on the industry and the product being sold. In addition, the target market and the financial constraints experienced by the company wishing to advertise also will determine the medium and the intensity of advertisement that can be undertaken. Companies should also understand the culture and ethics of the region in which they are advertising and the nature of the product (essentials, luxury goods or status goods) that the market can support. In the book "Effective Advertising," the author Gerard J. Tellis is of the opinion that advertising is "a complex task" as it has to address the attention span of the market being targeted and nature of processing of the advertised information done by the average individual. (Tellis, 2004) To further complicate matters, potential customers should also have the ability to recall the advantages and benefits of the product when they are in the market to purchase this product."
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