Research Papers on Advertising Issues

Click on any of the term papers to read a brief synopsis of the research paper. The essay synopsis includes the number of pages and sources cited in the paper.

  • Public Health Advertising v. Direct to Consumer Advertising

    A 9 page research paper that contrasts and compares US direct-to-consumer advertising for prescription drugs with the European approach, which emphasizes public health education because the advertising of name brand drugs in the EU is prohibited. The writer concludes that these two forms of advertising are converging and that this evolution offers a positive benefit to public health. Bibliography lists 10 sources.

  • A Research Proposal in Advertising Psychology

    This 5 page paper provides an overview of a research proposal. This paper outlines the methodology to explore the issue of advertising psychology. Bibliography lists 5 sources.

  • A Proposal to Examine How The Effectiveness of Advertising May be Improved

    This 12 page paper is a research proposal to examine the impact that adverting can have on a consumer behavior and intent to purchase a product or service. The proposal gives an introduction, a problem statement, looks at the reason the research is important, presents a literature review and proposes a mixed methodology. The bibliography cites 12 sources.

  • Antismoking Advertising Campaign Verification

    A 6 page research paper that addresses the fact that claims are frequently made in advertising that have not been proven with empirical evidence. Relative to this, the writer examines an ad that has been featured in national anti-smoking campaigns relative to its efficacy and proposes a research study that could verify whether or not the ad is true. Bibliography lists 5 sources.

  • How Does Animated Advertising Impact on Children’s Perceptions of Marketing Messages?

    This 9 page paper is a research proposal to investigate the way in which cartoons or animations in cartoons influence children’s perceptions of the products they are marketing. The paper gives some background to the research and identifies the target audience, presents a brief literature review and an outline for primary research. The bibliography cites 11 sources.

  • Proposal for Internet Expansion of Chiropractic Office

    A 15 page paper that presents a proposal directed to investors. In this proposal a group of chiropractors have decided to market their services Online by developing a Web site. The paper includes an executive summary; company overview; market comparison; marketing plan; management plan; data comparing average number of patients to the base for these chiropractors; costs for establishing and maintaining the Web site; obstacles and opportunities, including research; initial plan; action plan and offerings to the investor. Bibliography lists 8 sources.

  • The Influences of Advertising on the Behavior and Values of Children; A Research Proposal

    This 3 page paper is a research proposal to study the impact that advertising has on the behavior and values of children under the age of 8. The proposal gives an introduction, hypothesis, justification for the research briefly outlines a methodology. The bibliography cites 3 sources.

  • McDonald's and Obesity; A Case Study

    This 4 page paper looks at the problems faced by McDonald's and its’ association with unhealthy food and obesity. Answering questions set by the student paper discusses the problems of using a cartoon character to advertise to children, the potential of a law banning fast food advertising to children, whether or not advertising should be banned even if obesity rates in children are not falling in countries which have a ban in place and the problem is that the company has faced in the UK trying to overcome its unhealthy image. The paper ends with some commendations for a short-term and long-term strategy. The paper is based on a case study provided by the student

  • Website on the History of Antique Telephones

    (5 pp) This discussion explores a website concerning antique telephones. Yet the material that is presented at the site (www.museumphones.com), tells more of a story, and the memories that first telephones bring back to us. Creative visual included of lineman on bicycle.

  • History, Brands, and Product Life Cycles

    This 4 page paper considers why a brand with a long history, or the perception of a long history may not be as successful as a more up to date brand. The paper considers the role of the product or brand lifecycle and the impact historical association may have on a brand and the need for brand renewal. Examples are cited to illustrate the points raised. The bibliography cites 4 sources.

  • 1990s' Consumer Influence of Fashion Magazines

    This is a 27 page paper discussing the influence of fashion magazines throughout history on consumer society, culture and their status in the 1990s. The history of the fashion industry in relation to cultural influences, consumerism and the projected images of women and men in today’s society has led to a great deal of research in the fields of sociology, psychology and economics. While fashion magazines have changed their format a great deal in the past century as today their pages contain over one third in advertisements, their content has also changed a great deal. Initially the focus of fashion magazines was women’s clothing and the models were portrayed as older elite women who replaced the dolls previously used. Although women models replaced the dolls, there was no emphasis on the body of the woman. Men did not appear in advertisements and no close-ups were taken of the models. The influence of the fashion magazine on the female consumer at the beginning of the 20th century reflected the expectations of society in regards to conservative or opulent looks depending on the decade. Today, fashion magazines tend to reflect the standards, or lack of standards, as now seen in the music and media industries. Models within fashions magazines, both men and women, are seen as the disturbingly images that continuously reflect not necessarily the expectations of society but the unreal and artificial world of the media. Studies in focus groups have found that most women and men feel that they can discern from the images presented in fashion magazines those images which are more “realistic” than others. In addition, it appears that in regards to consumer choice, fashion magazines are considered one of the less reliable sources available to consumers who prefer peer, family and local store recommendations over that of fashion magazines which appear as unreliable and unrealistic in regards to most situations and events. Bibliography lists 17 sources.

  • Cinema and the Placement of Products

    A 9 page paper which examines product placemtn in films. The films examined are "Dawn of the Dead," "E.T.," "Minority Report," and Tim Burton's "Batman." Bibliography lists 5 sources.

  • Golden Age of Hollywood and Economic Strategy

    A 9 page overview of the economic strategy launched in film production and promotion during the 1930s and 1940s. This strategy, in part, included the dynamics of film production (dynamics of the producer-unit system) and the alliance between studio systems and exhibitors, alliances established through vertical integration. One of the most important inclusions in this economic rationale, however, was the "bankable" star system. Bibliography lists 5 sources.

  • How Women Have Been Depicted in Advertising Copy

    A 13 page paper which examines the history of how women have been portrayed in magazines. Bibliography lists 10 sources.

  • Literature Review and Contemporary Business Sales Strategies

    An eleven page literature review relating to sales and marketing strategies in the modern business environment, with particular reference to the impact of Internet and Web technology, and the changes in marketing which have been brought about by the development of e-commerce. Bibliography lists 15 sources.

  • Marketing and Ethics

    An 8 page paper. Is the phrase "ethical marketing" an oxymoron? Ethics in marketing have evolved over decades but it was not until the 1980s that an emphasis on ethics began to appear in the literature. The literature notes that from the 1940s until the 1980s, the rule of thumb in marketing was caveat emptor. It still is in many ways but there are more marketers trying to follow ethical practices in today's society. This paper provides examples of unethical practices, a brief overview of the evolution of ethics in marketing and discusses the American Marketing Association's Code of Ethics. Ethics are discussed in terms of marketing research, advertisements, pricing and availability, among other things. Bibliography lists 5 sources.

  • Cross Promotional Advertising Between Sports Brands and Consumer Products

    24 pages in length. Maintaining one's competitive edge while immersed within the local and global marketplace not only takes substance and endurance but also an inherent ability to see beyond tomorrow. Establishing a company's firm grip upon the many variables that are associated with competitiveness is a challenge that most consumer product companies have encountered with a mixture of eagerness, anxiety and anticipation. It is not always an easy venture to maintain one's established position given the consideration of respective infrastructure and labor costs, cultural barriers, as well as monetary fluctuations. The desire to break free of the constraints associated with standard advertising techniques has become all-important to the future of advertising as a whole, which has become quite apparent with the presence of consumer product companies working with sports brands in cross-promotional advertising. Bibliography lists 15 sources.

  • The Strategy of Marketing at Sporting Events

    This 5 page paper looks at the marketing strategy of advertising at sporting events. There is a focus on the Super Bowl, but there are other sporting events noted. Several companies are discussed including Heineken, Sealy, Monster.com and Hotjobs.com. Bibliography lists 6 sources.

  • David Chu's Nautica International Retailers

    Taiwanese-born David Chu founded Nautica International and created products that appeal to people of all ages worldwide. Nautica not only attracts consumers of all ages, its clothes and accessories range from sport to hip-hop to ski fashion to women’s perfume. It sports the worlds largest distribution of jeans (which includes The North Face, JanSport and Eastpak brands), among others. These products are sold in 1,300 department and specialty shops in the United States and in 82 retail stores in Asia, Europe and Latin America. jvRetMar.rtf

  • The Use of Psychology in the Development and Use of Brands

    This 15 page paper looks at the brands and the way in which they are used and developed in order to support sales and revenue creation with the understanding and leveraging of consumer psychology. The paper looks at the way branding takes place and the way in which consumers relate and identify with brands and then examines a case study that demonstrates the use of psychology in branding. The bibliography cites 18 sources.

  • Europe, Asia, and Advertising Psychology

    A 29 page paper discussing the effects of cultural differences between regions of the world and the need for advertisers to heed those differences. The differences of the psychology of advertising between Southeast Asia and Europe are more matters of cultural and economic differences than of any real differences among people. Europe is further divided into West and East, which in itself presents cultural and economic differences great enough to affect advertising efforts in each region. The bottom line is that advertisers still must adhere to the basics: identify and learn market targets; know the culture; work within both simultaneously. One caveat to remember is to ensure that at least one native speaker of each foreign language being attempted is involved in developing any new advertising campaign, thereby avoiding some of the advertising faux pas that the paper describes. Bibliography lists 20 sources.

  • Social Psychology and Advertising

    8 pages in length. That the advertising industry and social psychology are integrally related is indisputable. Indeed, the very foundation of advertising is to appeal to the core of one's social association by means of psychological allure. Within the framework of the advertising industry, social psychology represents the study of various components of attitude, motivation, personality and behavior as they reflect an individual's influence upon and by social groups. Bibliography lists 7 sources.

  • Advertising's Power

    This 5 page paper details the psychology behind the sucess of advertising. A brief history of American advertising is included. Early brands such as Coca-Cola, Ivory Soap, and Wrigley's are examined, as well as the psychology behind the Tommy Hillfinger brands. Bibliography lists 4 sources.

  • Advertising's Subliminal Messages

    This 4 page paper discusses the use of psychology in the world of advertising. Specific examples given. Bibliography lists 4 sources.

  • The Branding of a New Range of Refrigeration Products

    This 10 page paper considers the way in which a new product may be considered in terms of branding strategy. The example of a new range of refrigeration units for the home, car and caravan are considered. The paper outlines the way in which a branding strategy may be considered, including the name and design of the logo, as well as the psychology behind the brand and the way that it may be utilized in Internet marketing. The last of the paper considers the way in which the brand may be managed in an international environment. The bibliography cites 14 sources.

  • The Use of Sex in Marketing

    This 15 page paper looks at the way that sexuality and sexual content are present in advertisements for luxury goods and considers the reasons for the success of such adverts by looking at the way that the messages and content can be deconstructed by the audience. The case of Gucci marketing is used as an example. The bibliography cites 19 sources.

  • AboutCountry Web Survey

    This 7 page paper provides an overview of a survey at AboutCountry, a WEB site. Bibliography lists 5 sources.

  • Semiotic Analysis of Print Advertisement

    This 4 page paper is a semiotic analysis of a print advertisement for Big Red chewing gum. It argues that Big Red is using sexual innuendo to sell its product.

  • Endorsements by Celebrities

    A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.

  • Developing a Digital Marketing Strategy for Southern Comfort

    This 4 page paper considers the decision made by Southern Comfort to utilize their marketing budget purely in digital media. To support this move a marketing strategy, considering the 4 P’s is discussed. The bibliography cites 4 sources.

  • Google's Entry into the Email Market (Analysis in Question and Answer Format)

    This 19 page paper examines Google and competitors, with attention to email programs. Five questions are answered. MSN Hotmail, Yahoo Mail and Gmail are compared and contrasted. Research is provided to support the assumptions. Bibliography lists 7 sources.

  • Image Analysis Of Two Different Advertisements

    3 pages in length. The desire to enhance physical features with such tools as color and adhering objects to the body has held historical importance throughout the human time line. Whether for personal or cultural identity, adorning the body serves to distinguish social status and gender; some cultures engage in the practice of physical mutilation as an expression of beauty while others cover their flesh in permanent artwork. Contemporary society has not only continued the practice of personal adornment as a statement of identity but has done so to the point of tapping into the duality of vanity and insecurity, with women especially being targeted to always second guess their beauty by the barometer of media influence. Bibliography lists 2 sources.

  • A Proposal to Examine How The Effectiveness of Advertising May be Improved

    This 12 page paper is a research proposal to examine the impact that adverting can have on a consumer behavior and intent to purchase a product or service. The proposal gives an introduction, a problem statement, looks at the reason the research is important, presents a literature review and proposes a mixed methodology. The bibliography cites 12 sources.

  • Impulse Buying

    A 4 page exploration of this consumer phenomenon. This paper identifies several factors that relate to impulse buying. Bibliography lists 2 sources.

  • Advertising and the Internet

    An 8 page overview of the world transition toward Internet-based advertising. This paper emphasizes the low cost and tremendous effectiveness of the media in capitalizing on the public’s growing tendency to turn to the Internet to research their buying interests. The author emphasizes as well, however, that despite the technological distinction of the Internet, many of the same marketing ploys are necessitated in this new medium as were necessitated by more traditional advertising campaigns. Bibliography lists 7 sources.

  • Dell Computer Pop Up Ad Design

    In this 12 page paper, the writer was asked to focus on Dell using a pop-up ad on the Internet. The writer begins by describing the intrusiveness of pop-up ads. This theme carries through the paper. The essay includes the objectives of the ad, expected results, costs of Internet advertising, where to place the ad, checking results and adjusting the ad and several other issues. Bibliography lists 7 sources.

  • CSR and PR Public Relations: Corporate Social Responsibility (CSR)

    This is an 8 page paper discussing corporate social responsibility in public relations. Within the corporate sector, corporate social responsibility (CSR) has become one of the major principles promoted within recent years in the business plan to achieve business success. Terry Slavin in his article “Canny companies come clean” reported that corporate reporting has entered into a “new generation” where “companies solicit the opinions of friends and foes – employees, suppliers, the communities in which they operate – to gain a warts-and-all picture of how they do business”. Today, it is estimated that the majority of companies now report on social and community issues and there are a growing number that also have dedicated social reports. References to CPR in companies such as Shell, The Body Shop, The Co-Operative Bank, Starbucks and Oxfam are used. Bibliography lists 6 sources.

  • The Development of Male Stereotypes in Advertising

    This 4 page paper considers the way in which male gender stereotypes have emerged, first defining what is meant by the term gender stereotype and then applying it with specific attention to magazine advertising it and looking at traditional and newer stereotypes such as the ‘new man’ and the ‘metrosexual’. The bibliography cites 7 sources.

  • Children and Advertising

    A 5 page paper discussing the ethics of advertising directly to children. One of the largest and growing consumer markets is that of children under 15 years old. This group increasingly has their own money with which they can make their own decisions, and they are making those decisions with a vengeance. For whatever reason, parents are giving over spending decisions to their children. With older children, it is good training for them to be making many of their own purchasing decisions. But with the young ones, marketing today is becoming increasingly deceptive in its quest for increased creativity. Bibliography lists 8 sources. Adv-Kids.doc

  • The Oxymoron of Advertising Ethics?

    An 8 page paper asking just where advertising professionals should draw the line in their methods to protect their future, and how much responsibility the manufacturers of legal 'vices' have in ensuring that their messages are directed to the proper target, and not put forth in an effort to recruit just one more generation of addicts to their products. One observer says that increased pressures on tobacco advertising prohibition forces the tobacco companies to find new ways to convey their message, and that they could well feel forced to participate in subliminal advertising as one after another of their existing advertising paths are blocked. The paper also addresses sexually exploitative advertising. Bibliography lists 7 sources.

  • The Perception of Ethics in Marketing

    This 11 page paper presents research findings based on a questions provided by the student to assess the perceptions of the general public regarding the presence and influence of ethics in marketing. The paper presents an introduction, methodology, findings and analysis of findings. The bibliography cites 7 sources.

  • Marketing and Ethics

    An 8 page paper. Is the phrase "ethical marketing" an oxymoron? Ethics in marketing have evolved over decades but it was not until the 1980s that an emphasis on ethics began to appear in the literature. The literature notes that from the 1940s until the 1980s, the rule of thumb in marketing was caveat emptor. It still is in many ways but there are more marketers trying to follow ethical practices in today's society. This paper provides examples of unethical practices, a brief overview of the evolution of ethics in marketing and discusses the American Marketing Association's Code of Ethics. Ethics are discussed in terms of marketing research, advertisements, pricing and availability, among other things. Bibliography lists 5 sources.

  • Does Clever Advertising Entice Consumers?

    This 3 page paper discusses whether or not advertising actually causes people to buy things they don’t need or want. It also explores the way in which advertising affects people’s lives, favorite/least favorite ads, most effective approach, and products advertised. Bibliography lists 2 sources.

  • Camel's Cigarette Advertising Campaign Layout

    A six page paper which looks at an advertising campaign layout for Camel cigarettes, with reference to the way in which the advertisement is presented, the probable target audience, the techniques used to convey the message of the advertisement and the extent to which it is likely to be successful.

  • Advertising in Wind Power

    This is an 8 page paper that provides an overview of wind power. The value of advertising in wind power is explored. Bibliography lists 8 sources.

  • McDonald’s and Carlton Draught Beer Television Advertisements Compared

    This 12 page paper compares and contrasts to television advertisements shown in Australia; McDonald’s and Carlton Draught Beer. Each of the advertisements is considered in turn, identifying the potential target market, looking at the way that the advertisement is seeking to stimulate a purchase using Maslow’s hierarchy of needs, and assessing the impact of the advertisement with a small survey of three people. The bibliography cites 8 sources.

  • Persuasion Analysis of Mac Advertisement

    A 6 page paper. This paper has several sections in its analysis of an Online advertisement for Apple Mac computers. The first sections describe, in detail, the advertisement. The paper discussed central and peripheral routes in persuasion, subliminal messages, cognitive dissonance, conditioning and the four elements of persuasion in ads. Each is applied to the Apple ad. Bibliography lists 8 sources.

  • Consumer Behavior and the Luxury Fashion Industry

    A 50 page paper that provides a comprehensive report of the luxury fashion industry. There are several headings: Introduction, which offers comments about the luxury fashion industry in today's environment; the High/Luxury Fashion Industry, which discusses the competitive nature of the industry, the effects of 9/11 on companies, which house owns which other houses, the elements used in competition, changes in the operations, the impact of the consolidations on other aspects in the industry with examples; Self-concept and Ego Needs, which addresses the relationships between these characteristics and the purchase of luxury fashion products; Motivation as Related to Purchasing High Fashion products, which includes Maslow's hierarchy with examples of the types of businesses an individual would patronize at each level of need and also includes discussions of other motivations to purchase high fashion; Branding, Fashion Companies and Consumers; and Marketing & Media Impact on Fashion Industry and Consumers, a comprehensive discussion of the interrelationship between marketing communications. A focus is naturally on European designers but others are also mentioned in the text. Numerous specific examples are included. Far too many subtopics to mention in this abstract. 1 Graphic illustration is included. Bibliography lists 25 sources.

  • Mass Advertising and Consumerism

    10 pages in length. The presence of consumerism, brought on by the coupling of industrialization and modernity, is credited with the onset of mass advertising. Considered to be the rumblings of a significant turning point in the history of mankind, the Industrial Revolution reflected a social fabric that was beginning to unravel; given the fact that people were beginning to acquire mass quantities of commodities they had never before possessed created a contemporary attitude toward consumption. As such, the public began spending money, causing various industries to take notice of such disposable income and look for ways to tap into this economic excess. Bibliography lists 7 sources.

  • Advertising and Consumerism

    A 3 page paper which examines the impact of print media advertising on consumerism. Bibliography lists 4 sources.

  • Advertising Effectiveness

    This 5 page paper looks at two advertisements and examines them to show how they are effective. The two advertisements are Maybelline Sky High Curves mascara and the diesel X-type Jaguar. The advertisements are examined for content and the way that the message is communicated by way of information and emotional appeal and the use of brand knowledge and aspiration. The bibliography cites 2 sources.

  • Effective Advertising and Digital Manipulation

    This is a 5 page paper discussing the use of digital manipulation and its perception and effectiveness in advertising. Historically, images produced by photographers and appearing in public print or advertising were taken largely by the public as true unaltered images. This being said, society today is well aware that digital technology allows for images to be altered rather easily. Nevertheless, the public still believes that many of the images it views are still basically true in their depictions. This perception of the truth becomes distorted especially in the world of advertising when advertisers now have the opportunity to make their products look “better than the reality”. While it has been a given that many of the models pictured in magazines have undergone make-up sessions, what many people don’t realize is that many of the same photographs of the models have been digitally altered to make the models not only appear to be beautiful but they become, through digital enhancement, perfect. The image of perfection can be obtained digitally of course and it is this perception of perfection which advertisers are now able to easily sell to the public. Image perfection is not the only realm used by advertisers and news magazines to sell their products. Digital manipulation also allows advertisers to promote their products using advanced technological overlays which does not intend to deceive the public but can appeal to many different levels and ages in today’s society. Bibliography lists 3 sources.

  • Analysis of a Newsweek November 27, 2000 Print Advertisement

    (5 pp) We see so much advertising that we tend to become either jaded about the advertising process, or we only notice those ads that we feel are striking and well done. The ad chosen for discussion is a TWA airlines ad in the November 27, 2000 issue of Newsweek (page 69). The qualities of print advertising will be examined, as well as the "bottom line" of the selling "pitch." Bibliography lists 5 sources.

  • Analyzing Martha Stewart Everyday Colors® Advertisement

    A 6 page paper analyzing a full-page advertisement appearing in the August-September, 2003 issue of Budget Living magazine. The advertisement is for Martha Stewart Living Omnimedia’s line of Martha Stewart brand paint colors. The paper assesses the advertisement for appropriateness for the audience and effectiveness in its message, concluding that it meets both conditions. Bibliography lists 1 source.

  • Integrated Marketing Communication and Creating Brand Awareness

    This 4 page paper is written in two parts, the first part looks at what advertising and promotion is so importance in an integrated marketing communication (IMC) strategy. The second part of the paper considers the way that brand issues and desired image need to be considered before formulating a brand strategy. Both sections are illustrated with examples from the marketing of Calvin Klein. The bibliography cites 5 sources.

  • Branding

    This 16 page paper looks at how successful branding takes place. The paper start by examining what is meant by branding and successful branding and then looks at the way it may be achieved, including the similarities and differences between B2B and B2C branding. Based on the findings at set of steps to successful branding are formulated. The bibliography cites 19 sources.

  • The Use of Psychology in the Development and Use of Brands

    This 15 page paper looks at the brands and the way in which they are used and developed in order to support sales and revenue creation with the understanding and leveraging of consumer psychology. The paper looks at the way branding takes place and the way in which consumers relate and identify with brands and then examines a case study that demonstrates the use of psychology in branding. The bibliography cites 18 sources.

  • Assessing Five Coffee House Websites

    This 3 page paper compares and contrasts five websites for coffee houses, assessing the main purpose of the websites, how they communicate and if they facilitate bilateral communication. The chains looked at are Dunkin Donuts, Starbucks, Caribou Coffee, Stumptown Coffee And Intelligentsia Coffee.

  • Consumer Behaviour and Marketing a Hotel

    This 5 page paper is written in to parts and is based on a case study of a budget hotel located on the shores of the Caspian Sea. The first part of the paper considers customer behaviour and the influences on how they make the decision to book rooms at the hotel. The second and longest part of the paper outlines a marketing strategy that uses advertising in the press, the sue of direct marketing to existing customers and the setting up of a public relations event to get free publicity and enhance the hotels’ reputation.

  • Benefiting and Educating Consumers Through Advertising

    A 4 page paper discussing the benefits of using advertising to educate consumers. Educating consumers is a point of advertising's classic rules, but advertisers have moved increasingly further away from that rule in recent years as they strive merely to put brand names in front of consumers. As is the case with anything else when one or more points of "laws" are ignored, those ignoring those standard rules miss opportunity to achieve greatest efficiency. Pharmaceutical companies, online traders, online bankers and a host of other companies dealing in goods and services have fared well by including consumer education in their marketing efforts. Bibliography lists 6 sources.

  • Perceptions, Products, and Marketing

    This 10 page paper looks at how marketing sells perspectives rather than products. The paper considers how perceptiveness are built up with the use of direct and indirect marketing, using others, such as children as agents. The paper illustrates all points with examples to demonstrate their real life application. The bibliography cites 15 sources.

  • Societal Marketing and Green Marketing

    A 14 page paper. For the last three decades there have been intermittent attempts at marketing campaigns that emphasize the environmental safety of products. Concern for the environment has become a common and popular theme among consumers in many regions of this world. This essay explains green marketing, the principles of green marketing, the past failures of green marketing and the different segments of green consumers. The second part of the essay discusses societal marketing, the principles of societal marketing, the movement towards sustainability and the concept of the triple bottom line, and Kotler's five societal marketing concepts for which companies should be responsible. The writer also comments on the reasons consumers became cynical about marketing campaigns promoting environmentally-safe products. Survey data are included. Bibliography lists 14 sources.

  • Promotional Analysis of Harry Potter Books and Films

    A 4-page Promotional Price analysis on Harry Potter books and movies. The author addresses how this book is being promoted in the television, print, internet/point-of-sale media. Bibliography lists 5 sources. JVpotret.rtf

  • Online and Print Marketing at Starbucks

    This 4 page paper compares the online and printed advertisements of Starbucks, looking at what they communicate, the way they support sales and try to motivate purchases and how they compare. The bibliography cites 3 sources.

  • Marketing Budget at Nike, Inc.

    A 3 page paper that begins by explaining that this company has a number of 'target markets' and reports the amount and proportion of revenue the company spends on marketing and advertising. The writer reports some of Nike's alternative and innovative marketing tactics. The writer reports that even Nike is reducing its expenses in this economy. Bibliography lists 5 sources.

  • Marketing Communication; Coca-Cola, Pepsi and Sainsbury Own Brand

    For a brand to be successful the way marketing communication takes place is very important. This 12 page paper looks at three brands; Coca-cola, Pepsi and Sainsbury’s own brand to assess the way that they are marketing assessing the way that communications are used and their effectiveness in reaching their target market. The paper focuses on the marketing communication in the UK. The bibliography cites 6 sources.

  • Marketing Ethics and Their Evolution from 1960 until 2001

    A 20 page paper. Some people would argue that "ethical marketing" is an oxymoron. Still, there are marketers who have tried to use ethical standards within their marketing efforts. This paper takes an historical look at ethics in marketing since the 1960s. Numerous issues are discussed, such as the predominant philosophies guiding the last forty-plus years, the fact that marketing typically follows a utilitarian perspective (which is explained) and perhaps there is a need to use another perspective. Examples are included. Bibliography lists 12 sources.

  • Advertising in the Chinese Market

    This 3 page paper examines an article about marketing in China. The paper focuses on the study conducted by authors. Bibliography lists 3 sources.

  • International Marketing

    This 12 page paper discusses why companies engage in international marketing rather than a series of national marketing strategies. The paper starts by looking at models and theories that explain how and why companies internationalize and then looks at the way this reflects on marketing strategy choices. The paper argues as the companies get larger there is a natural progression to increased use of standardized international marketing. The bibliography cites 12 sources.

  • Marketing Lexus G's Series and Mercedes Benz E Class

    This 8 page paper compares the marketing strategies of these two companies. Specific topics include: target markets; relationship marketing; promotional strategies; marketing mix, such as product, promotion, distribution, selling, public relations, pricing strategy; a comparison of Web sites and the audience they seem to be targeting; international marketing and recommendations for Mercedes to compete better with Lexus. Bibliography lists 12 sources.

  • A Case Study of Profitable Business Strategies

    5 pages in length. This is an excellent example paper that can be applied to any business. Analyzes the strategy to improve the profitability of the Coral Divers Resort. Executive summary makes recommendation based on an industry wide study. The paper explains how by enhancing assets that are already in place and doing an efficient and well thought out advertising campaign, Coral Divers Resort can increase profits dramatically within a relatively short timeframe. This comprehensive paper includes graphs for financial analysis.

  • Marketing Strategies for Coca Cola

    A 10 page paper. The Coca-Cola Company has been the world's largest producer of carbonated soft drinks for many years. It holds that position through diversification, development of new products, creating new markets, and market penetration. This essay reports and discusses the company's marketing mix, how they target niche markets, and how they position the company. Bibliography lists 12 sources.

  • The Importance of Branding

    This 4 page paper uses the company and product WD40 as a springboard for a discussion on branding. Family branding and single item branding are compared and contrasted. Bibliography lists 6 sources.

  • Product Packaging

    This 3 page paper uses Hine's work as a springboard for discussion. The paper concludes that package design ought to be given a lot of thought before a new product release. Bibliography lists 3 sources.

  • Powerful Radio and Television Advertising

    A 14 page overview of the power of advertising. Concentrating on television and radio advertisements the author emphasizes the tendency of advertisers to target emotion, cultural affiliation, and even gender to persuade the audience to buy a product. Bibliography lists 8 sources.

  • Advertising on the Internet; Creating Pull for Bricks and Mortar Stores

    This 4 page paper considers if it is possible to internet advertising in order to create demand for a product in retail stores and persuade the retailers to stock the goods. The paper looks at the case of Estee Lauders’ ‘Advanced Night Repair Concentrate’, and considers if this type of strategy will persuade the shops to stock the product. The bibliography cites 7 sources.

  • A Case Study of The Frigidaire Company

    This 6 page paper is based on a case study provided by the student. In 1996, Frigidaire introduced a new front-loading washing machine, the only real innovation in the industry in many years. Sales were more than 30 percent below projections. The essay provides a brief background, problem statement and analysis, key facts in the case, alternative solutions, recommended solution and implementation using the 4 Ps marketing mix. Bibliography lists 1 source.

  • The Branding of a New Range of Refrigeration Products

    This 10 page paper considers the way in which a new product may be considered in terms of branding strategy. The example of a new range of refrigeration units for the home, car and caravan are considered. The paper outlines the way in which a branding strategy may be considered, including the name and design of the logo, as well as the psychology behind the brand and the way that it may be utilized in Internet marketing. The last of the paper considers the way in which the brand may be managed in an international environment. The bibliography cites 14 sources.

  • Warranty and Advertising in the Automotive Industry

    This 9 page paper has two parts. The first part discusses television advertising for cars and includes data on the amount spent by the industry and where they are spending it. It also discusses why car manufacturers use television ads. The second part of the paper discusses the warranty for Ford cars and light vehicles. The writer includes the highlights of the warranty and how a customer would get repairs under that warranty. Bibliography lists 9 sources.

  • The Effectiveness of Periodical and Television Advertising Evaluated

    A 5 page research paper that examines TV and periodical advertising and whether or not this expenditure is actually worth the billions that advertisers pour into this effort to be competitive in the world marketplace. Bibliography lists 5 sources.

  • Tobacco Advertising

    A 3 page paper which looks at how tobacco advertising affects the young of the nation. Bibliography lists 2 sources.

  • A Short History of Cigarette Advertising

    This 3 page paper traces the history of advertising in this area from the 1930s to the present. Bibliography lists 5 sources.

  • Satanism Rumors and a Proctor and Gamble Trademark Study

    A 6 page paper. In the early 1980s, rumor began floating that Proctor & Gamble's Trademark represents the devil and Satanism. The Trademark was designed in the mid-1800s; it includes 13 stars and a bearded man-in-the-moon. The writer explains what the Trademark really represents and relates the company tried to modify the depiction in the early days only to have drastic results. The paper also discusses the revival of these absurd rumors in the mid-1990s and what the company did. The paper then goes on to discuss integrated marketing communication approaches and how P&G could use these tools to mitigate the negative impact each time these rumors surface. Bibliography lists 9 sources.

  • Winn Dixie Marketplace Supermarket Advertising Analysis

    A 6 page paper analyzing a full page advertisement appearing in the October, 1998, issue of Southern Living. The paper discusses the marketer's use of image, including color, issues of class and gender and how their services can allow a 40-ish mom to study for her final while using Marketplace non-grocery services to keep her family from missing out on the other things she might otherwise be doing, including making dinner and a birthday cake. Every mother doing something besides mothering is concerned that she does the one without leaving the other undone. This advertisement reflects this stance in its images, and shows respect for those feelings and responsibilities, and does it all through an image that conveys upper-middle class comfort. No bibliography.

  • An Analysis of Television Commercials and Programming

    In this 5 page essay, the writer reports their observations of television commercials as they occurred during a certain one hour television program. Recorded were the times that commercials occurred, their length, and content. These variables are analyzed with respect to advertising market and other relevant data. An illustrative chart is included .No Bibliography.

  • N2K and CDNow Merger

    A 7 page research paper that provides a business analysis of the recent merger between CDNow and N2K. CDNow and N2K had many problems in common. Both companies had expanded revenue and losses for the fourth quarter and all of 1998. Both companies were facing stiff competition form Amazon.com. They both had to devise methods and advertising to get their names as well-known to the CD-buying public as Amazon.com. They both needed to satisfy their investors while remaining competitive in the online marketplace. With so many problems in common, it made sense that CDNow and N2K decided to merge and combine forces in trying to combat the behemoth Amazon.com. Bibliography lists 5 sources.

  • International Contests' Advertising

    This 12 page paper examines advertising in its latest internet form, "international contests. The "information highway" has increased our accessibility to products of the world, and added a new glitch to those advertising "road" signs: the international contest. Are these international contest ads valid, or just another form of gambling, or is there really good "stuff" just waiting for you to pick-it up? Bibliography lists 25 sources. NOTE: Sources attached = total this unit = 35pp. Bibliography lists 25 sources..

  • Self Regulation in Advertising

    8 pages in length. Advertising self-regulation is a critical component of corporate social responsibility. Such efforts much exist inasmuch as the ethical approaches of purpose, principle and consequence are integral components of business social performance; itemizing these contributions finds one incorporating the interests of ethics and morality within the corporate structure, essential concepts that are often absent from a business standpoint. The writer discusses how the basic motives behind this concept stem from the desire to not only advertise a particular product but to also do so in a responsible manner. Bibliography lists 3 sources.

  • Evolution of Internet Marketing

    An 8 page paper discussing issues of consumer behavior, promotion strategy and product positioning on the Internet as its use continues to grow. With all that is uncertain about the evolution of Internet commerce and the final path it will take as it continues to change, marketers can be certain that they will be required less to guess what consumers are doing. Tracking and data mining software increasingly will be in operation to give statistical reports about what consumers are doing on the Internet and will give marketers a quantitative base from which to work. Bibliography lists 7 sources.

 

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