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The Sonic 1000 Personal Digital Assistant, 2007.
An analysis of the pricing, marketing and promotion of the Sonic 1000 personal digital assistant (PDA).
1,749 words (approx. 7.0 pages), 4 sources, MLA, £ 32.95
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Abstract
This paper discusses the Sonic 1000 personal digital assistant (PDA). It analyzes factors contributing to the pricing of the PDA and then discusses issues of its marketing. The paper then describes the promotion of the product and analyzes Sonic's most effective promotional tools. Finally, the paper analyzes the marketing efforts of the company and their success.
Table of Contents:
Pricing
Promotion
Evaluating Marketing Efforts
From the Paper
"'Evaluation and control' is a final but important stage to any marketing plan. In order to conclude if Sonic has successfully implemented it, the marketing manager must confront the results obtained with the pre-established standards. This means that he/she will have to check if the market share achieved during the first and second year is 3%, and respectively, 6%, if the brand awareness has reached the desired level or if the distribution network (encompassing web sites like Amazon.com and 50 U.S. top distributors) has been properly covered. If there is a discrepancy between expectancies and results, the organization will identify the causes and try to eliminate them."
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Sales Management, 2007.
This paper discusses sales strategies, using the example of heating, ventilation and air conditioning (HVAC) units.
1,448 words (approx. 5.8 pages), 5 sources, MLA, £ 28.95
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Abstract
The paper examines sales of industrial grade heating, ventilation and air conditioning (HVAC) units. The paper lists three potential approaches to defining territory assignments nationally for the commercially available HVAC products. The paper then makes a recommendation as to which model or approach makes the most sense.
Outline:
Introduction
Strategies for Defining Sales Territories
Summary
From the Paper
"While the company sells these HVAC units throughout all 50 states, the majority are sold in those southwestern, mid-western and southern states that typically have the highest temperatures year-round. As a result the majority of these HVAC units are sold throughout Southern California, Nevada, Arizona, New Mexico, Texas, and with heavy sales activity throughout Louisiana, Mississippi, Alabama, Georgia and Florida due to the high levels of humidity that pervade these latter set of Southern States."
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Marketing Mix, 2007.
An analysis of the elements that make up the marketing mix, specifically product, price, place and promotion.
1,570 words (approx. 6.3 pages), 7 sources, APA, £ 30.95
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Abstract
This paper discusses the concept of the marketing mix, which is a model of crafting and implementing marketing strategies and elements that improve the efficiency of the selling process. The paper describes the process that represents the marketing mix, that of the "4 Ps" - product, price, place and promotion. It also discusses the selling process and how it differs from the marketing process.
Table of Contents:
Introduction
Product
Price
Place
Promotion
Conclusion
From the Paper
"The bottom line is that firms want to make their business profitable and a business can become profitable if it meets some important conditions: having the right product, selling it at the right price, and in the right place and using the most suitable promotion channels. The marketing mix has many variables that can be changed and adapted in every company, but in this process it is important to keep in mind the position the company wants on the market and its objectives."
"The marketing mix planning is the process of developing long term strategic plans that can help the company to achieve its goals. Each element in the marketing mix - product, price, promotion, and place -should be very well used in the attempt to satisfy the needs of consumers."
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Advertising to Children, 2007.
A study of four articles that highlight the relationship between advertising to children and their subsequent eating habits.
2,675 words (approx. 10.7 pages), 4 sources, MLA, £ 47.95
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Abstract
The paper discusses an article about how the American Academy of Pediatrics (AAP) wishes to ban or limit advertisements in schools for "junk food" and about how the Federal Trade Commission (FTC) is exploring how the media affects childhood obesity. The paper then looks at two articles that attempt to scientifically say that the "junk food" consumption of children is derived from how influenced children are by advertising. These studies also show how children are able to influence their parents to purchase food that they have seen advertised, known as 'pester power'. The paper concludes that there is an undeniable link between the advertising to which children are exposed and their eating habits.
Outline:
"Pediatricians Call for Less Advertising to Children"
"FTC Not Sweet on Junk-Food Ads Targeting Children"
"Children's Recall of Television Ad Elements"
"International Food Advertising, Pester Power and its Effects"
Conclusion
From the Paper
"USA Today's article "Pediatricians call for less advertising to children" from last December reports that the American Academy of Pediatrics (AAP) wishes to lobby to ban or limit advertisements in schools for "junk food". Furthermore, the organization wants Congress to enact laws that would stop commercials for "junk food" during shows watched mostly by small children."
"The AAP is concerned about the increase in childhood obesity and its members believe that much of this is due to the prolific quantity of advertisements that target kids through their exposure to the internet, cell phones, video games, and schools. The article points to an alarming increase in advertising targeted at kids."
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The Roaring Twenties, 2007.
This paper discusses American culture and society during the 1920s.
1,280 words (approx. 5.1 pages), 2 sources, MLA, £ 25.95
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Abstract
The paper explores how America underwent a major transition from being a war-torn country to becoming an economically prosperous society, giving birth to mass and popular cultures. The paper discusses the proliferation of pop culture materials and paraphernalia and the subsequent rise of the advertising industry. The paper looks at the inappropriate representation of females and under representation of minorities in popular print ads in American magazines. The paper shows how America became a materialistic culture and eventually a consumer-oriented society as it moved toward the 20th to 21st centuries.
From the Paper
"The 1920s was noted for its contribution to the creation and development of mass and popular ("pop") cultures. These cultures pertain to the prevalence of consumer culture in America, wherein Americans became avid consumers of new products produced in the market. In effect, as a result of this proliferation of new consumer goods, advertising and marketing strategies also became rampant. Advertising and marketing goods and products become part of the popular, or pop, culture."
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Mac versus PC, 2007.
A comparison of the success of advertising campaigns for Apple Inc. versus Microsoft.
3,962 words (approx. 15.8 pages), 8 sources, MLA, £ 62.95
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Abstract
This paper compares Steve Jobs and his company, Apple Inc. with Bill Gates and his company, Microsoft. It provides an overview of Steve Jobs and his company and then analyzes of the company's current "Mac versus PC" campaign. It discusses Microsoft versus Apple's advertisements for products and services and analyzes why Apple's strategy is so successful.
Table of Contents:
Introduction
Review and Discussion
Company Overview
Evolution of the Apple Product
Current Marketing Initiatives at Apple
Rationale
Conclusion
From the Paper
"Today, Apple designs, manufactures, and markets personal computers and related software and peripherals, as well as a wide range of personal computing and communicating solutions. From the company's humble beginnings in the garage of one of its founders, Apple has taken on all comers and has emerged a winner in the highly competitive personal computer market because it has not been afraid of innovation and providing many consumers with what they really want: a computer that makes their lives easier and more fun. Because the newest incarnations of the Mac are able to run the Windows office suites, it is reasonable to assume that many former PC loyalists will be thinking twice about their next computer choice."
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Advertisements for The Times, 2007.
An analysis of how the content and style of advertisements change with the times.
806 words (approx. 3.2 pages), 3 sources, MLA, £ 16.95
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Abstract
This paper discusses the ways in which advertisements represent the culture of the times. It looks at advertisements from as far back as the 18th century and compares their style and content to the types of advertisements that are found in modern times. The paper discusses, briefly, how over time, it was no longer the product, but the advertisement of the product that was selling the item and it gives some examples to illustrate this.
From the Paper
"Some of the first advertisements that ran in the United States were, not surprisingly, for lost slaves. During the 18th century thousands of slaves escaped from their masters in the Southern colonies as seen by the huge number of advertisements in the newspapers. The amount of runaways was not large enough to harm the foundation of slavery. Slave owners took safety measures to prevent the problem from growing too large. In the Southern colonies, for example, an elaborate network of laws was established for the prevention, apprehension and punishment of these slaves. These laws developed concerned a number of different areas concerning fugitives. They were not completely effective, however, as proven by the number of slaves advertised as fugitives."
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Advertising and Appearance Anxiety, 2007.
An analysis of the effects that advertisements have on appearance anxiety within the female population.
1,048 words (approx. 4.2 pages), 12 sources, MLA, £ 21.95
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Abstract
This paper discusses the powerful and persuasive nature of advertising and how it is utilized as a tool to impact and objectify messages and media influences throughout various cultures. The paper particularly focuses on the effect that advertisements have on appearance anxiety, especially within the adolescent female population and discusses the reasons for its impact.
From the Paper
"Gender is predominantly linked to the female population when it comes to body dissatisfaction, particularly adolescent females because so much of their identity is tied to their physical attributes, or lack thereof (Green, 2003). Research reveals that women far outweigh men in terms of lower body dissatisfaction and media pressures confirm their anxieties (Dittmar, et al, 2004). Studies reveal that women have a higher dissatisfaction in specific areas such as hips, thigh, body fatness and weight (Russell & Cox, 2003). Women's tendencies are to continually compare their own body images to other women as a means of self assessment, typically ending in body dissatisfaction (Tiggemann, et al, 2004). The physical changes are evident in both girls and boys reaching puberty with opposite results inferred for girls who increase their body fat and boys who decrease their body fat and increase muscle tone (Davison & McCabe, 2006)."
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Tobacco, Alcohol and Gambling, 2007.
This paper looks at tobacco, alcohol and gambling and discusses the evolution of vice advertising.
2,620 words (approx. 10.5 pages), 4 sources, MLA, £ 45.95
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Abstract
In this article, the writer examines the history of vice-advertising. The writer then looks at how it has paralleled and departed from general advertising, and how regulation has shaped the industry. The writer points out that the amazing thing about vices, both big and small, is that there has always been a demand for them and there always will be, regardless of the fact that they are not necessities - and thus competition between suppliers can be quite fierce. The writer notes that vice advertising has always had a struggle - getting people to buy what they don't need and getting them hooked so as to keep them coming back. The writer concludes that advertising vice requires titillation of one or more senses to such a degree that natural disinclination toward involvement in a vice is overcome, and throughout history, the vice-advertisers have successfully accomplished this.
From the Paper
"The big three vices, tobacco, alcohol and gambling, are widely advertised today in a broad variety of media outlets. Additional vices, such as prostitution, continue to be popular with consumers, but they do not enjoy the ability to be advertised on a wide scale. When it comes to these three, however, there are quite significant differences in how each is advertised, and how each is presented to the consumer. When we look at the history of advertising for tobacco, alcohol and gambling, we can see that vice has never needed or wanted to be subtle. You don't find cigarette ads hidden in philosophy or metaphors - you see cool people smoking. You don't beer commercials not showing the beer - you see the people you want to be friends with not drinking their beer, but acting like it's great. You see people young and old having a grand time in casinos showing the kind of excitement gambling, drinking, smoking, and being entertained can be. Vice advertising is, by its nature, about exciting the appetite, about creating a connection between the consumer and the product that overrides moral objections, titillates, and drives desire - much like any other advertisement does."
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Johnson & Johnson's Marketing Mix, 2006.
A review of Johnson & Johnson (JNJ), a recognized global leader and manufacturer of health care products.
3,003 words (approx. 12.0 pages), 5 sources, MLA, £ 51.95
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Abstract
This paper reviews and discusses the global leader in health care products, Johnson & Johnson (JNJ). According to the paper, JNJ has over 200 subsidiaries with offices in nearly every nation of the world. The paper reports that Johnson & Johnson has gone through a variety of structural and organizational structures in the last twenty years and today is centered on a market segment-based approach which comprises their consumer, medical devices & diagnostics and pharmaceuticals businesses.
Outline:
Company Description
Business Segments are aligned to Target Markets
Pharmaceutical Segment
Medical Devices & Diagnostics
Consumer
Product Strategy
Pricing Strategies
Distribution Strategy
Promotions and Marketing Communications
Conclusion
From the Paper
"JNJ's move into markets that require more sophistication in drug development and production is also exemplified by their move into the market for medications to treat Schizophrenia, an area of their business that made up 18% of total 2006 pharmaceutical revenues. The anemia market is another source of challenge for the company as price erosion has been necessary to stem market share losses. We assume revenue erosion in the mid-single digits over the next 3 years with continued competition from Amgen and some modest negative effects from Roche's Cera, expected to launch in May 2007. The anemia franchise (Procrit/Eprex) made up 14% of JNJ's pharmaceutical sales in 2006.
The MD&D division has enjoyed industry leadership, particularly at the company's Cordis business. This previously fast-growing business made up 20% of JNJ's MD&D sales in 2006 and a significant proportion of its profit. Noteworthy competition from Boston Scientific, Abbott, and Medtronic is likely to erode market share beginning in 2007, driving Cordis sales declines in the range of 4% to 19% in 2007-10. The Conor acquisition is expected to be successful.The Consumer division should benefit from the recent acquisition of Pfizer's consumer line."
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Imagery, 2007.
This paper examines how to interpret the intentions behind advertising imagery.
1,598 words (approx. 6.4 pages), 1 source, MLA, £ 30.95
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Abstract
The paper discusses how one sees an image and begins to relate to it, either as something wanted, needed, or already obtained. The paper shows how if a product is presented properly, it is almost guaranteed that sales will increase; people will want it and it will be successful. The paper analyzes a specific visual and its successful imagery. The paper contends that it is important and necessary to know what is being represented in an image.
From the Paper
"If the product is presented properly, it is almost guaranteed that sales will increase, people will want it, and it will be successful. It is a choice to look at something visually, therefore, it is important to create an image that the viewer must look at, and feel compelled to know more about that product/service etc. Visually one encounters thousands of images each day. Children begin to interpret the world by sight before the formation of speech ever occurs. This alone supports why visual materials are so effective in presentations and communication. It is also possible for a person that cannot communicate through written mediums to express himself or herself visually."
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Advertising, 2007.
An analysis of the controversial nature of television advertising.
2,023 words (approx. 8.1 pages), 5 sources, MLA, £ 37.95
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Abstract
This paper discusses the controversial dimension of television advertising. It discusses the reasons why it appears that television advertisements are becoming more controversial and in which ways this is so. The paper then presents some examples of advertisements that have caused controversy and it describes how some of the television networks reacted to the material.
From the Paper
"Taking into account all the presented arguments, as well as the analysis of the described examples, it can be stated that controversy is a controversial subject itself. Controversial television advertising is not a rare phenomenon and it occurs whenever it brings into discussion aspects regarding which society has not reached a consensus. It has been stated that controversial advertising is bad for the company using it, while thee have been voices according to which publicity, regardless of its type remains a long term benefit resulting into the strengthening of the brand awareness. The conclusion is that there is not a universal rule regarding controversial television advertising that can be always applied, but that it highly depends on the context and the topic brought into discussion."
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Online Video Advertising, 2007.
An analysis of the online advertising marketplace.
1,300 words (approx. 5.2 pages), 3 sources, MLA, £ 25.95
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Abstract
The paper defines the online advertising marketplace size, growth and market dynamics, including the differences in approaches to presenting advertising messaging. The paper discusses the growth of online advertising and its implications for the corresponding growth of online video advertising. The paper illustrates this groundswell of interest in online video sites by looking at Google's acquisition of YouTube.com, News Corporation's acquisition of MySpace and Yahoo's continued efforts to bring video content into the mainstream of its users. Finally, the paper provides an analysis of how animation is becoming more mainstream as a result of online video sharing.
Outline:
Executive Summary
Online Advertising Marketplace Forecast
Factors Driving Online Advertising Growth
Online Video Advertising
Animation as a Medium
From the Paper
"Many analysts have contended that when the growth rate for online advertising begins to outpace traditional advertising, the dominance of online advertising will become clear. This milestone first happened during 2005 when full-year U.S. Internet advertising accounted for 7% of spending while the total advertising market grew by only 3%. According to many investment analysts contend that 14% or more of total advertising spending by 2010 will be from online advertising, and within the total set of digital marketing spending, search advertising will be the largest growth area."
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Ethnic Clients of the Beauty Industry, 2006.
A discussion regarding the influence of ethnic clients on the beauty industry.
1,171 words (approx. 4.7 pages), 5 sources, MLA, £ 23.95
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Abstract
This paper reviews what was once considered the definition of beauty. According to the paper, this definition has totally changed. The paper discusses how the new consumer is a not a white skinned blond, instead he/she can have any skin color and come from any ethnic background.
From the Paper
"Max Factor was trying to cash in on the celebrity power of Hollywood stars by putting their pictures on product covers and using their faces in advertising. But it was not long before the mistake was realized as cross-cultural misunderstanding began affecting sales. One consultant quoted "a gentleman from India" who explained the problem aptly when he stated, "It would never do to glamourise ... a product by utilising a lady in a shimmering white saree with a western style of hair dress in any of the Southern cities [of India]. A cutting of her crowning glory and the donning of white cloth are the insignia of widowhood, a deeper calamity than which there can be none for the Indian woman." He further insisted, "When talking about advertising in foreign countries we should in general forget about American contents, presentation and media of advertising messages." [2] "
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