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The Bun and Thigh Roller, 2008.
A critical evaluation of the "Bun and Thigh Roller."
766 words (approx. 3.1 pages), 4 sources, APA, £ 18.95
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Abstract
The paper looks at the television advert for the exercise device known as the Bun and Thigh Roller. The paper states that the promotional television clip on the website claims that the Bun and Thigh Roller can activate the muscles of the thigh and rear areas as successfully as the more expensive machines and in addition claims to offers a pain free, injury-free work out unlike squats or the use of heavier weights. The paper investigates all the promotional claims and provides a critical assessment of its findings.
From the Paper
"What is more troubling about the product is the way that it plays upon fears, usually female fears of having 'fat thighs' or 'fat buttocks' which are not even the most dangerous areas to gain weight, from a health standpoint. A study from the Institute of Preventative Medicine in Copenhagen found that so-called apple-shaped woman with excess fat around their waists were likely to be less healthy than a curvaceous, pear-shaped woman whose fatty deposits were concentrated in the buttocks and thigh areas ("When It Comes to Stored Fat, Shape Matters," 2005, Daily News Central). From an aesthetic standpoint, toning exercises and machines like the Bun and Thigh Roller are not useful--the only thing that shrinks one's body is weight loss, and burning more calories than consuming more calories--for which cardiovascular activity is better suited. No one can choose where their fat stores accumulate if they consume more calories than they burn."
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Whirlpool Appliances and their Core Products, 2008.
An overview of the media marketing strategy of the Whirlpool company and their related core products.
750 words (approx. 3.0 pages), 4 sources, MLA, £ 18.95
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Abstract
The paper discusses an analysis of the consumer media relations strategy of the Whirlpool company. The paper relates that having strong media relations in our modern era is extremely important for the success of product based companies. The paper confirms that having good public relations ensures that the public consumer becomes well informed of Whirlpool appliances. The paper examines two strategies that could be used by Whirlpool appliances to generate publicity for their core products.
From the Paper
"The first strategy that they should pursue is an open house media event. Open house events serve the purpose of exhibiting the products that Whirlpool Appliances are currently selling, it allows consumers to experiment with Whirlpool appliances and see the full range of product offerings. There are several reasons that this strategy is effective, it lures in customers who are originally interested in purchasing such merchandise with a free demonstration. In this way, they are exposed to our product offering in a non-pressure environment so that they understand the overall capabilities of our products. From a media relations perspective, an open house allows Whirlpool to generate free publicity through newspaper, media, and television channels. It in effect gives Whirlpool the ability to reconnect with media relationships and gain publicity for their entire organization. In order to execute on this event several steps needs to be articulated. An open house needs to first and foremost allow the media and the public to experiment and see showcased products from Whirlpool. To generate the most effective PR for such an event, Whirlpool should perform open houses when they are launching new products or showcasing a new line of updated products. Their goal is to gain as much public interest as possible, thus targeting consumers through a myriad of promotions is the best way. Media PR will only be positive if there are extensive products to review as well as a large public audience. Therefore it is the job of PR department for Whirlpool to gain a large audience at their open house. This strategy is very effective because it targets two public relations outlets at once. It focuses on customers who are interested in the product line and showcases new products, while at the same time reaching media outlets who will be able to grant free publicity to the organization as a whole."
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TV Commercials and Children, 2008.
A review of the effects of television commercials on the eating habits of children.
892 words (approx. 3.6 pages), 5 sources, APA, £ 21.95
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Abstract
The paper discusses surveys which study the effect of TV commercials on children. The paper relates that the food industry has increased its advertising to all ages, including children, which is having a negative impact on their health. The paper suggests that companies should be held responsible for their influence on children, or at least present a more rounded view of food and nutrition. The paper also states that children have been bombarded by food marketing, which has resulted in higher rates of obesity. The paper ,after referring to various situations, concludes that a relationship has been found between television commercials and eating.
From the Paper
"A similar study was conducted in Europe, where children do not eat enough fruit and vegetables and where exposure to TV is negatively associated with the intake of these foods. This study by Klepp et. al. (2007) explored exposure to food commercials on TV in nine European countries with approximately 12, 750 children to determine the association between this exposure and attitudes toward eating fruits and vegetables. The authors state that the children report exposure more to more unhealthy foods than healthy ones such as fruits and vegetables. However, those who were exposed to fruit and vegetable TV ads were much more positively disposed toward eating these foods. These findings point to the important, and more positive, role that TV could play in supporting healthy eating messages."
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Children, TV and Video Games, 2008.
This paper looks at the effects of television and video games on children.
3,172 words (approx. 12.7 pages), 9 sources, APA, £ 63.95
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Abstract
In this article, the writer notes that controls are placed on certain products and on advertising when targeted to children. The rules covering these regulations have changed over the yeas, based on perceptions of potential harm to children and the Internet age has raised new issues related to video and computer games, the content of which is often violent. The writer points out that television is a special case because it comes into the home and because controls can be imposed more easily as broadcasters must adhere to the requirement to serve the public in exchange for a license. Today, though, most people get television through cable, with many channels that are specifically for cable, and the same regulations and controls do not apply. The writer explains that this reduces the ability of government to pass and enforce rules on content for children. The writer notes that video and computer games are also widespread, though some regulations have been passed to reduce the ability of children to get such games if they are deemed to be not for children, largely through a ratings system with varying degrees of adherence to imposed norms. The writer maintains that concerned parents still want more rational and more effective controls on such content and a solution to the problem.
From the Paper
"Advertising on programs for children has been under fire for many years. Some object to images of violence, as with the sale of war toys or cowboy gear, and others object to unrealistic images of women, exemplified by products like the Barbie doll. Controversy has also centered on the very concept of developing the next generation of consumers, with some seeing television advertising to children as a way of creating a need where none existed and selling products that are not needed while accustoming children to the idea of being consumers. At some level, this can be a more abstract fear, not as clearly tied to a specific product or type of image, but it can be quite persuasive when one consider the number of ads directed at children, the way toys and other products are sold to children, and the way other products are geared to children, such as sugary cereals and soft drinks. Advertising to all markets increases at certain times of the year, notably in the fall into December, with advertising developed for Christmas and the buying season then and after as bargains attract buyers into the new year. An analysis of the commercials directed at a young audience for films, DVDs, and video games shows some of the selling methods and the appeal made to young people as well as the pervasive nature of such advertising messages, increasing as they do during the months before Christmas in order to increase sales of these products."
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The Cultural Role of Advertising on Society, 2008.
An analysis of the cultural role of advertising on society, as discussed by Sut Jhally in "Advertising at the Edge of the Apocalypse."
997 words (approx. 4.0 pages), 1 source, MLA, £ 24.95
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Abstract
This paper analyzes Sut Jhally's article, "Advertising at the Edge of the Apocalypse," in which he tackles the issue of the cultural role of advertising. It discusses his arguments regarding the influence of ads on society and the power of advertising as a global phenomenon. The paper also looks at Karl Marx' definition of western societies and how it relates to Jhally's arguments.
From the Paper
"The definition provided by Margaret Thatcher to the concept of 'society' can help elucidate the ways in which advertising relates to society. Thatcher said, "There is no such thing as 'society'. There are just individuals and their families." This definition means that society is not to be perceived as an entity made up of its members, but as a large group of individuals who follow their own interests. This is, in fact, how advertising relates to the idea of society. Ads do not address this idealistic united body of people, but individuals. This capitalist view of society opposes Marx's view which holds that society is not a collection of separate individuals with competing interests, but of competing classes which are determined and defined in terms of their relationship to production. I believe that the definition provided by Margaret Thatcher is better suited to the issue of advertising, and it accurately reflects the world we live in. In this sense, I argue in favor of Thatcher's view on society because I think that in society we operate as individuals. This could also account for the ways in which advertising talks to us; as Jhally points out, advertising does not address our collective concerns such as healthcare or poverty, but our individual values which in turn, determine our pattern of consumption."
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Fashion Print Media, 2008.
This paper provides an examination of the relationship between fashion print media coverage and fashion public relations in the United Kingdom today.
52,254 words (approx. 209.0 pages), 69 sources, APA, £ 172.95
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Abstract
This study aims at examining and understanding the relationship between fashion coverage within the UK print media and public relations with special attention to newspapers. The nature of fashion coverage is explored through content analysis of a cross section of UK newspapers, semi structured interviews with fashion PR professionals and industry insiders as well as through participant observation in order to identify the way fashion public relations as a discipline is applied and arguably the prime source for fashion print media coverage in the UK. Through careful examination of the strategies, methods and formulas applied by the fashion PR industry in order to promote fashion items and ensure print media coverage, the study contributes to knowledge by providing empirical foundation to the under researched area of fashion public relations. It adds to the existing knowledge emerging from other areas of public relations and draws attention to an important and established yet academically neglected part of the PR industry. The paper includes an appendix that contains interviews carried out with UK fashion PR professionals.
Table of Contents:
Chapter 1: Introduction
Statement of the Problem
Research Questions
Importance of Study
Scope of Study
Chapter 2:
Fashion Public Relations and the Fashion Print Media in the UK
Chapter 3: Methodology
Description of the Study Approach
Data-gathering Method and Database of Study
Chapter 4:
Review of Literature
Chapter 5:
Fashion PR the Creator of UK Fashion Print Media Coverage
Chapter 6:
The Celebrity Connection
Chapter 7:
UK Fashion Industry: Facts and Statistics
Chapter 8:
Fashion Photography and Its Relevance to Fashion PR
Chapter 9:
Research Findings
Chapter 10:
Case Study: The Rise, Fall and Even Bigger Rise of Kate Moss - Fashion
PR at Its Best?
Chapter 11: Conclusions
From the Paper
"The fashion director sets the journalistic calendar for the whole year, which is more of a framework with room for changes. The various articles and features are discussed with the whole fashion team and the editors are briefed on what to research and write about, photo shoots are also being scheduled. Newspapers as opposed to magazines have a tight schedule and work approximately a week up to a few days in advance. The tabloids are the prime employers of fashion staff, they employ not just one fashion team but groups of journalists covering different fashion related subject areas.
"With the emergence of newspaper supplements, some of which have a fashion focus, some of which are entirely devoted to fashion, such as the Sunday Times Style Magazine, newspapers employ more fashion staff. There is usually a separate fashion team for the supplements, as well as freelance fashion writers who are also used frequently for specific features. They often function as outside experts that are brought in to write about certain fashion trends or items."
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Masculinities in Advertising, 2008.
An analysis of the role that masculinity plays in television beer commercials throughout the Western world.
2,635 words (approx. 10.5 pages), 9 sources, APA, £ 54.95
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Abstract
This paper questions whether feminism has contributed to a crisis of masculinity. It also questions if feminism has failed to bring its goals to the wider populace. In order to address these questions, the paper analyzes the role that masculinity plays in television beer commercials throughout the Western world. It shows how contemporary advertising - one of the key tools of globalization - works to re-enforce gender stereotypes and thus refers to a supposed ongoing crisis in masculinity - and gender performance in general.
From the Paper
"While it is interesting to note that beer commercials effectively enforce stereotypical notions of gender through performance, it could also be said that such forms of enforcement effectively point to a wider crisis in masculinity that feminism has helped bring about. Television commercials present an ideal world, one that is highly desirable to the average consumer. They present a world in which men are always masculine in a way that they no longer really are in the real world. Masculinity - and the performance of it - therefore becomes a sort of caricature. Alongside these depictions, stereotypical performances of femininity are also brought in as a means of re-enforcing the notion of the masculine being depicted on screen. In real life, men are not always so "masculine," nor are women always so "feminine" - each human being is a little bit of both. When we acknowledge this fact, we are naturally confused, owing to the normative ways in which society conditions us to perceive gender. Beer commercials thus help to erase a lot of that confusion - and, in their presentation of a fully normalized, ideal world, they make the product they are offering seem even more desirable than it would otherwise."
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Promotion Activities of Advertisers, 2008.
Taking into consideration the traditional ad and promotions world, this paper looks at Internet advertising.
788 words (approx. 3.2 pages), 3 sources, MLA, £ 19.95
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Abstract
In this article, the writer notes that before the advent of the computer and the Internet, advertising and promotions were measured in terms of leads, calls, print media ads on newspapers and magazines and airtime coverage on television and the radio. The writer discusses that in spite of the popularity and familiarity of the newspaper and magazine in advertising and promotions, the Internet has become an indispensable tool in the current ad man or ad woman's marketing arsenal. The writer maintains that that Internet advertising is here to stay and it is there not to replace the print media but complement them. The writer concludes that Internet advertising is a partner in a total, multimedia campaign that assures maximum impact and effectiveness in reaching target audience.
From the Paper
"Compared to magazines and newspapers wherein a spot could run at a limited time and space is also limited, Internet advertising can continuous and run for days or months on end at very little cost. Any class of consumer can access the Internet and see the ad or promotion unlike the limited consumer base of the print media. The force multiplier effect is one of the strongest factors of Internet advertising and increases sustainability and availability. It is so effective that several ad and promotions campaign firm, including technology shops have joined the bandwagon to promote their services using Internet advertising."
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National Youth Anti-Drug Media Campaign, 2008.
An analysis of the goals, technical aspects, and results of the National Youth Anti-Drug Media Campaign.
3,004 words (approx. 12.0 pages), 3 sources, MLA, £ 61.95
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Abstract
This paper analyzes the National Youth Anti-Drug Media Campaign put out by the Office of National Drug Control Policy. It describes the goal and basis of the campaign, as well as its target audiences. The paper looks at the strategic resources of the campaign and its theoretical basis. The paper then discusses the campaign from a technical point of view and discusses its results.
From the Paper
"While the message was conveyed under the form of news in the papers, it sometimes took the form of an advertorial in magazines. In this way, the target was reached from multiple directions and with an increased frequency. Since framing directs the creation of meaning, the use of various framing techniques underlines the complexity of the campaign.
"Understanding the target audiences influenced the conception of the campaign's content. The texts (the signs) that were written and then transmitted through various media were adapted in their form (use of images, metaphors, tone of voice, etc.) so that they had the capacity to draw the attention of the audience."
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Marketing to Children, 2008.
This paper explores the significant effects of marketing to children.
1,448 words (approx. 5.8 pages), 6 sources, MLA, £ 33.95
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Abstract
The paper discusses the evolution of marketing to children and its growth over the past decades. The paper examines its pros and cons but claims that the benefits are far outweighed by the damage this marketing has. The paper explains how children are easily influenced by marketing, with their impressionable minds hardly a match for the technology, personnel, and dollars that are dedicated to sell them goods. The paper concludes that children are paying the price in the form of illness, pain and even death.
From the Paper
"On any given day in America, children play on colorful sliding boards, swings and other amusements, clutching colorful round balloons given to them by a friendly face- that of a clown in a brightly colored costume that they have seen many times before on their own television sets in the comfort of their own homes. Meanwhile, their parents readily open their wallets to purchase hamburgers, soft drinks and more for the children to quickly gobble up before running back to join their friends at play. While this may seem like some sort of a scene from a movie or what one can find at their local circus, it is actually the setting at any on of thousands of fast food restaurants across the United States."
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Dell Marketing Analysis, 2008.
An evaluation of how Dell's marketing strategy is executed online and in print.
1,851 words (approx. 7.4 pages), 11 sources, APA, £ 41.95
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Abstract
The paper assesses the online advertising of Dell and compares it to the company's print advertising strategies. The paper also examines the underlying differentiating aspects of the Dell business model in order to identify why the Dell websites, defined by market segments, are so important to their overall messaging strategies.
Outline:
Synopsis
Dell's Online Marketing
Dell's Print Advertising
Comparing Dells' Online and Print Advertising Strategies
Exploring Dell's Mass Customization Strategies
From the Paper
"Dell's marketing strategies are driven by the approach the company has taken to segmenting the market. In previous years Dell has segmented by the market primarily used their products to define the customers, yet today the segmentation is much more focused on understanding target audiences by demographic, line of business or government, and increasingly, psychographic data as well. Psychographics is the study of how people define themselves into groups. The intent of this paper is to evaluate how Dell's marketing strategy is executed both online and in print, and screen captures are included of each form of advertising."
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Valpak, 2008.
This paper examines how Cox Media's Valpak fits into a broader marketing campaign.
1,369 words (approx. 5.5 pages), 4 sources, APA, £ 31.95
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Abstract
The paper analyzes the Valpak value proposition and how it can be used in a campaign and suggests how effective it can be in driving customer demand. The paper also discusses which products or marketing messages lend themselves particularly well to Valpak's unique selling proposition (USP) and which products or services are less likely to benefit from Valpak.
Outline:
Introduction
Valpak's Media
Valpak's USP
Incorporating Valpak's Advertising into a Marketing Program
Local Retailers
National Advertisers Using Valpak
Conclusion
From the Paper
"Valpak is a division of Cox Media, which was founded by Terry Loebel in 1968 as a way to market for local businesses in Clearwater, Florida through the local newspaper. Valpak started active franchising of its concept by 1981, led by a former salesperson from a Virginia operation (Valpak). Valpak was acquired by Cox Media in 1991; Cox is a multimedia advertising and media (radio, TV) company which offers a wide variety of direct and broadcasting media to marketers."
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Flavored Tobacco, 2008.
This paper discusses the strengthening of legal provisions regarding the prohibition of the sale of candy and fruit flavored cigarettes.
2,576 words (approx. 10.3 pages), 4 sources, APA, £ 53.95
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Abstract
In this article, the writer notes that the tobacco industry is considered to be one of the most profitable businesses worldwide and yet there is an increasing number of anti tobacco campaigns intended to draw the attention of smokers to the imminent dangers of cigarette consumption. The writer points out that flavored tobacco is one of the most important elements which draw teenagers and even children to take on smoking due to the fact that it represents a combination between a grown up idea and a mixed aromatic pleasure. The writer discusses that despite constant denials from the tobacco companies, marketing strategies and the products offered are without a doubt a major incentive for the younger generation to take on smoking. The writer maintains that from this point of view, the bill prohibiting the sale of candy and fruit flavored cigarettes in West Virginia is indeed a step forward in the fight against smoking; however, there are many aspects which must further be regulated in order for this phenomenon to be reduced.
From the Paper
"These initiatives notwithstanding, the public opinion as well as the US legislative bodies has considered it essential for a strengthening of the legal provisions limiting the means though which children and young adults can come in contact with tobacco products. In this sense, the West Virginia legislature took an important step towards a tougher control on the conditions in which tobacco companies can make available different types of cigarettes as well as the conditions in which such products can be sold to the public. The Bill prohibiting the sale of candy and fruit flavored cigarettes is in this sense an essential legal initiative for the amendment of the Code of West Virginia from 1931.
"The aim of the bill refers to the prohibition of candy and fruit flavored cigarettes selling on the territory of the state. The amendment made to the Tobacco Bill comes as a corollary for what was considered to be a shortcoming of the legislative. "
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Chinese and Direct-to-Consumer Advertising, 2008.
An analysis of the effects of direct-to-consumer advertising on first and second generation Chinese immigrants in America.
2,564 words (approx. 10.3 pages), 10 sources, APA, £ 53.95
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Abstract
This paper provides a literature review outlining the various pros and cons of direct-to-consumer advertising as it reaches first and second generation Chinese immigrants in the United States. It discusses advertising best practices and methods regarding material that speaks to trust, health, literacy and culture. The paper then describes the effect of this type of advertising on this population.
Table of Contents:
Introduction
Literature Review: Pros & Cons of Direct-to-Consumer Advertising and Chinese Immigrants
Conclusion
From the Paper
"The large Chinese population in the United States indicates that advertising to this population holds both opportunities and risks in the market. As a result, companies should be well prepared on how to play in this market. A review of the literature indicates that in the past decade, the Chinese immigrant consumer population has proven to be a lucrative population, both for the company manufacturing the goods as well as the independent party responsible for advertising. However, proper and efficient direct-to-consumer marketing and advertising plays a significant role in whether the brand or brand name becomes lucrative or not. Research in this area is critical to the continued success of advertising; after the initial research regarding consumer preferences and needs is completed, marketing efforts through sales becomes key. A review of the literature in this area indicates that advertising, promotion and proper use and maintenance of trademarks the most important aspects of market channeling to Chinese immigrants. As long as these aspects are consistently met, the business opportunities of this population appear to be bright. Finally, as stated by the Zhou et al (2007) research, ethnic language media cannot simply be viewed as an ethnic institution isolated from the mainstream host society in which immigrants resettled and that they can facilitate immigrant adaptation."
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