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The Impact of Advertising and Persuasion, 2006.
A look at the persuasive impact of advertising upon American culture.
2,313 words (approx. 9.3 pages), 5 sources, MLA, $ 71.95
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Abstract
This paper takes a look at how advertising has affected American culture since its inception. It gives background information on advertising in the early days of America and looks at how advertising has changed over time, making its impact even greater today and more harmful to society.
Outline
Thesis Statement
Early American Impacts of Persuasion
The Middle Years
Culture from 1950 Forward
Conclusions
From the Paper
"Given neither the fact that advertising is nothing more nor nothing less than the practice of persuasion it therefore becomes important to know the impact of this persuasion upon culture as we define it today. Advertising can be traced back to well beyond 5,000 BCE and has impacted civilizations - and thus cultures - in almost too many manners to account for properly. Therefore within our scope here we shall limit the persuasive impacts of advertising upon our American culture a fairly limited period of just over 225 years."
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How to be Successful in Business, 2006.
A look at how the internet can help businesses succeed and why companies such as Nintendo and Microsoft are particularly successful.
2,680 words (approx. 10.7 pages), 7 sources, MLA, $ 80.95
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Abstract
This essay examines the pros and cons of internet advertising, how small businesses are using the net to advertise and expand their markets, offers traditional sales techniques on-line marketers can use to discover new customers and shows how software giant Nintendo maintains its profit share by creating software that cannot be pirated.
Table of Contents
Internet Marketing: The New Frontier of Advertising
Nintendo the Leader in Computer Software Games
From the Paper
"The Internet is quickly becoming one of the best sources for marketing a product. Even a beginning Internet user can buy books, groceries, take out meals, Christmas gifts, and just about anything, that were once sold only through catalogues and other traditional marketing sources. The use of the Internet as a marketing tool provides new opportunities and markets for businesses, benefits to both consumers and businesses, but also develops marketing and purchasing problems that previously did not exist."
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Marketing Strategy of Gateway Inc., 2006.
A paper explaining Gateway Inc.'s multi-channel marketing strategy for presenting their products.
3,968 words (approx. 15.9 pages), 6 sources, MLA, $ 107.95
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Abstract
This paper describes the products of Gateway Inc. and describes the company's marketing strategy that has managed to keep the company name conspicuously in the public's view. The paper explains that, in addition to operating a network of company-owned retail outlets, Gateway also focuses on providing complete technology solutions for its clients, including financing, internet service, a personalized internet portal, peripherals, software, training and of course speedy service where needed. This multi-channel marketing strategy, the paper points out, is the key to the company's continued and future success.
From the Paper
"Gateway's marketing strategy is in reality based upon how one's approach toward the company is configured. The company is set off into segments consisting of first and foremost, the consumer segment. Then comes the commercial purchaser of their products such as network servers, wide area networking equipment and finally local area networking equipment. These latter customers are businesses, both large and small and professional business installations such as offices large and small plus institutional buyers. These clients usually have a specialist assigned to them in order to get them up and running in their more complex systems."
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Michael Jordan, 2005.
Examines the marketing attraction of one of the world's greatest basketball players.
2,088 words (approx. 8.4 pages), 5 sources, MLA, $ 65.95
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Abstract
Marketing is the exchange that takes place between consumers and sellers to satisfy individual and organizational goals. Successful marketing is customer driven. It encompasses having the right product, at the right price and at the right time. The paper show that this is also the reason that Michael Jordan is a "superstar," instead of just another basketball player. It discusses Jordan's successful campaign with Nike Inc. and how his image affected American society.
From the Paper
"In a culture with an inexhaustible passion to rank, to quantify, to compare and contrast everything, Michael Jordan has been the universal measuring device in appraising greatness. The overpowering magnificence of Jordan, the athlete and cultural phenomenon, has had a profound effect on global society. He didn't invent the fashions, just as he didn't invent the smile and the wink, but he combined all of them in such an engaging manner that the once-unsightly affectations became trendy, and his image became nearly as admirable as his unsurpassed skills."
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The Harley-Davidson Case, 2004.
An analysis of the relation between advertising and publicity, with reference to the Harley-Davidson case.
1,301 words (approx. 5.2 pages), 3 sources, MLA, $ 43.95
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Abstract
This paper discusses the necessary relationship between the advertising and publicity aspects of a business. The paper presents the Harley-Davidson case study to illustrate the success of a product when there is a smooth connection between the initial advertising phases and the subsequent promotional phases. The paper compares this case study to the workings of a software company.
Outline
Introduction
Brand Relationship Strategy
Advertising vs. Sales Promotions
The Role of "Salespersonship"
Conclusion
From the Paper
"There are two important ideas to be noted here, as representing the goal of the brand relationship strategy: customization and differentiation. The main goal is to convince the final consumer that the product he will be using, the software itself, is not only created to suit his best needs (customized), but it is created by the very customer himself. In this sense, somewhat similar to the Harley Owners Group, albeit of a somewhat different nature, the team of programmers organizes brainstorming session and brainstorming groups in which the members of the final consumer firms get together with the programmers and customize the software application to fit the exact needs of the company. It may seem like the usual business meeting, but there are several rules to be followed."
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Advertising to Children, 2005.
This paper discusses the reaction of three interviewed children to television advertising of products of interest to children.
1,605 words (approx. 6.4 pages), 3 sources, MLA, $ 52.95
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Abstract
This paper explains that children react to advertisements similarly to the way adults react (1) by absorbing subconsciously sensory data, such as slogans or jingles, and (2) by associating certain emotional responses with certain products; however, children, especially young children, do not possess cognitive skills sufficient to understand fully the impact of advertising on their impulses. The author points out that three children frequently peppered their interviews about products, which the children had seen advertised recently on television with "I want..[a specific brand]..", demonstrating that television commercials stimulate the consumer instinct and create brand awareness. The paper relates that advertising draws children's attention away from those products that are not advertised on television.
From the Paper
"Advertising does create awareness of products that the kids might not have otherwise known about. The nine-year old, for example, said, "Oh, oh, I want the Barbie radio!" When I asked her if any of her friends had the product she said no, that she just saw it on television. Wanting was expressed linguistically and straightforwardly by all three children: all three used simple language to convey that they coveted or craved items they had seen on television. Even negative responses to television commercials were expressed through language of "wanting." A few of the three children used the word "need" in conjunction with what they had seen on television, except for the nine-year old who said that she "needed" some accessory toys for her doll, but not because she had seen them in a commercial. The twelve-year old, when talking about the Play Station commercials she had seen said that she "needed" to get a new game console because hers was old."
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Advertising of Prescription Drugs, 2005.
This paper analyzes two radio commercials for prescription medications for their adherence to FDA guidelines, marketing techniques, failings and overall message of the advertisement.
1,845 words (approx. 7.4 pages), 2 sources, MLA, $ 59.95
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Abstract
This paper explains that direct-to-consumer advertising is considered to be a powerful marketing tool and to be a helpful service for patients who wish to be informed about their options and be active in their own treatment; however, direct-to-consumer advertisements for prescription medications may hinder effective health care in several ways including reducing doctor-patient communication. The author concludes that the analyzed commercials for Allegra D to treat allergy symptoms and an unnamed cholesterol-fighting drug did adhere to the FDA guidelines. The paper states that these gimmicky commercials are not actually informative to the general public; they are simply a tool used by the medication companies to benefit from the consumerist impulses of the population.
From the Paper
"Direct-to-consumer advertising is a phenomenon of the past couple of decades. The FDA has set guidelines for drug companies to follow that are intended to prevent consumers from being taken advantage of by misleading advertisements. All commercials must use words that common people can understand, without using advanced or complicated vocabulary that would require higher education or specialized training to decipher. Most of these commercials have to state a great deal of information about the product, including intended uses and common side-effects, as well as providing means for consumers to get more information about the product that would include all of the labelling that the FDA requires for the drug. However, the commercials that were observed were exempt from these guidelines because they were brief "reminder" or "help-seeking" ads."
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The Pun: A Linguistic Resource, 2005.
This paper examines the pun as a linguistic resource for advertising.
3,380 words (approx. 13.5 pages), 15 sources, MLA, $ 96.95
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Abstract
This paper explains that, as a linguistic resource, the pun is so effective in performing the ludic function of language to the extent of being among the most effective tools in graphic advertising. The author points out that the use of puns is truly ancient, but their use in print media is a fairly modern phenomenon, representing an effective method of engaging a reader's attention by inviting the reader to become an active part of the process. The paper stresses that there is a risk of having the pun miss its target because some readers simply turn the page if they do not understand an ad at first glance; but, on the other hand, inviting the reader to examine the ad a little further relates to the pun's success in print advertisements. Table, illustration and chart.
Table of Contents
Review and Analysis
Background and Overview
Conclusion
From the Paper
"To this end, this paper attempts to present the analysis of advertisements published in the graphic media in the UK and in the USA, from the perspective of Austin's Speech Act Theory (1975). This Speech Act Theory argues that when we use language we are performing certain acts. There are three acts which utterances can be said to perform: A locutionary act, an illocutionary act and a perlocutionary act. This paper will take locutionary acts performed by the text in graphic advertisements and it will attempt to identify the illocutionary force. The perlocutionary effect is beyond the scope of this paper. The guiding principles which, according to Grice, govern talk and which are so thoroughly studied in conversational analysis (C.A.), apply to texts used in graphic advertising as well. Studying Grice's Maxims enables an addressee to draw inferences as to the implicatures of such utterances. Every utterance, whether it abides by or flouts these maxims, has both entailment and implicature, which this paper intends to explore."
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Advertising Agencies, 2005.
This paper discusses three different advertising agencies namely Fletcher-Martin-Ewing (FME) Grey Worldwide and Kilgannon McReynolds.
2,875 words (approx. 11.5 pages), 15 sources, MLA, $ 85.95
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Abstract
This paper explains that Fletcher-Martin-Ewing (FME), Atlanta, functions as an integrated agency with a wide range of advertising and marketing activities; the integrated approach of FME assures consistency of message delivery in every area of communication. The author points out that Grey Worldwide, a part of the Grey Global Group, developed a new research tool 'Emotional Triggers', among the first research technique to detect the emotions driving buying decisions. The paper relates that Kilgannon McReynolds belongs to BBN, a multicultural agency with offices in 21 nations; therefore, this agency can handle its client's marketing communications across the globe.
Table of Contents
Agency: Fletcher-Martin-Ewing (FME)
Overview
Core Competence
Branding and Advertisement
Direct Response
Public Relation
Internet Marketing
Sales Promotion & Sponsorship Marketing
Media Planning and Buying
Strategic Planning
Crisis Management
Agency: Grey Worldwide
Overview
Core Competencies
Agency: Kilgannon Mc Reynolds
Overview
Tactics to Attract the Businesses
From the Paper
"The agency boasts of impressive list of clients out which the major ones are Tucker Federal Bank and Georgia State University. Under the Tucker Federal Bank campaign, it was directed at marketing for new customers in case of this independent bank which was suffering from a low awareness level in the market. The agency took the task of creating the image of a friendly, warm personality. In slightly more than six months, a campaign with the message "not too big, not too small, just right" had achieved an awareness of 67% as regards the slogan is concerned. The brand awareness had attained 52% and 60% proven recall. Besides, the agency also made a major redesign of the corporate website of its client to enhance the convenience of its customer while ensuring at the same time that the cost-per acquisition of an online customer remains low."
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Color in Graphic Design, 2005.
This paper is a literature review studying the effect of color, primarily in print media, on the way people feel when they see an advertisement or some other kind of information in the media.
29,980 words (approx. 119.9 pages), 53 sources, APA, $ 249.95
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Abstract
This paper explains that there is evidence that color, especially the viewer's favorite colors, plays an important role in graphic design, especially print media and advertising. The author points out that color has symbolic meaning, which differ culturally: in western societies, white is seen as the traditional color for weddings but, in the Chinese culture, white is used for funerals; and, in America, red is often associated with rage or anger but in China red is used for happiness. The paper relates (1) the importance of graphic designers to study the role of color, how it makes people feel and why this is so significant and (2) the need for more research to understand this phenomena.
Table of Contents
Introduction
Background
Statement of the Problem
Research Questions and Hypotheses
Research Questions
Hypotheses
Importance of the Study
Significance of the Study
Rationale for the Study
Definition of Terms
Limitations of the Study
Validity and Uniqueness of the Data
Summary
Review of Related Literature
Literature on Color in Print Media
History of the Psychology of Color
What Is Your Favorite Color?
The Perception of Color
Color in Graphic Design
Case Study: British Telecom
Case Study: British Gas
Case Study: MacDonald's
Summary of the Literature Review
Methodology
Research Design and Rationale
Data Collection
Data Analysis
Summary
Analysis of the Data
Summary, Recommendations, and Conclusion
Summary
Recommendations
Conclusion
From the Paper
"The favorite color that an individual has is considered to say a great deal about them. It is important here to look at the most popular colors briefly and what they say about individuals. Black is considered to be a color of power and authority. It is also very popular and fashionable because many people that wear black look thinner. Black is considered to be timeless and very stylish, but it also implies submissionFor example, priests wear black to signify that they are submissive to God There are those in fashion that indicate women who were black imply that they are submissive to men but many black outfits are also utilized for aloofness or evil, such as those traditionally worn by villains in many television shows and movies."
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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, $ 47.95
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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, $ 106.95
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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, $ 38.95
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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, $ 43.95
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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, $ 52.95
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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, $ 137.95
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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, $ 57.95
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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, $ 249.95
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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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