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Advertising or P.S.A., 2006.
This paper discusses the matter of the advertising of alcohol.
916 words (approx. 3.7 pages), 5 sources, APA, $ 32.95
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Abstract
In this article, the writer looks at whether advertisements promoting alcohol are really advertisements or serve as a public service announcement. The writer discusses that as beer and wine are currently advertised on television more frequently than distilled spirits, viewers infer the wrong message that one form of alcohol is intrinsically more subject to abuse or ill affects than another. The writer concludes that the television networks ought to be forced to apply existing rules and regulations equally to all suppliers to alcohol. Further, the writer maintains that the real answer to promoting public interest and addressing ethical concerns about targeting underage youth lies in changing laws or applying company guidelines equally to all companies.
Contents:
Are these true P.S.A.s or advertisements?
Are these messages in the public interest?
What ethical theories justify either running or not running the spots on television?
What ethical justification, if any, can be cited for running beer and wine ads but not ads for hard liquor? If there is no ethical justification for this, what (ethically) is wrong with this differentiation?
From the Paper
"Many believe that advertisers should not be allowed to target underage audiences with products that are harmful to their health even if it means limiting constitutional protection because many children many children are not capable of making good choices. Research shows that youth exposure to alcohol advertising increases awareness of that advertising, which in turn influences young people's beliefs about drinking, intentions to drink, and drinking behavior.
Opponents of advertising alcohol on television are growing more vocal as alcohol advertising that reaches youth expands, leading many to believe that alcohol vendors intentional target underage drinkers."
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Propaganda, Truth, and Critical Thinking, 2006.
A critical look at propaganda in advertising and the media.
2,977 words (approx. 11.9 pages), 8 sources, MLA, $ 87.95
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Abstract
The paper defines propaganda and discusses how advertising and media reports use propaganda to sell products or create sensationalism. The paper looks at advertising, and describes how effective copy needs to influence people using one of the five great motivators - fear, exclusivity, guilt, greed, and the need for approval. The writer further discusses how critical thinking is important because it can be used to identify the tools that advertisers are using and determine the truth behind the propaganda. The paper concludes with an examination of the news media and how the media is interpreting events and creating meaning, not the individuals watching or reading the news report.
From the Paper
"This persuasiveness is the reason it should be assessed to determine what the truth is. Another reason that advertising should be considered critically is that it often works by appealing directly to the emotions. Pratkanis & Aronson (1991, p. 93) describe how this occurs through the "manipulation of symbols and of our most basic human emotions." A textbook on how to create effective advertising copy provides further insight on the topic."
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Vision and Leadership, 2006.
A review of great business leaders and the role that their vision played in their success.
1,406 words (approx. 5.6 pages), 6 sources, MLA, $ 46.95
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Abstract
The paper is written around the quote that a company "can not progress without a common vision", by Warren Bennis. The writer shows how Charlotte Beers brought Ogilvy & Mather Worldwide advertising agency to success with her vision. The paper further discusses the role that personality and ego play in successful leadership, and concludes with a summary of Beer's success.
From the Paper
"The strong management style of Charlotte Beers suggests that she knew the importance of vision in leadership when she took control of the advertising agency Ogilvy & Mather Worldwide. At the time, the market situation of the once-great Ogilvy was as cold as the polar caps faced by the great Artic explorer Earnest Shackleton, as detailed in the book Shackleton's Way. (Morrell, et.al, 2002) Today, the Ogilvy website proudly proclaims itself as the generator of one of the most successful campaigns in recent memory, the Dove beauty product line that caught consumer's eyes with an edgy use of ordinary women."
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New Product Acceptance in the Public, 2006.
A case study of the viability of traditional advertising methods, and potential alternatives.
3,620 words (approx. 14.5 pages), 10 sources, MLA, $ 100.95
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Abstract
The paper examines the viability of advertising over mobile phones. The writer explains that traditional advertising methods are slowly losing their capability to tap target audiences, and that households with Internet connection spent five fewer hours watching television per week than non-Internet households. The writer further analyzes the alternative methods of advertising, especially voice-activated mobile media (VAMM) and their ability to reach their target market.
Table of Contents:
The Conventional Media & its Saturation
Voice-Activated Mobile Media
Various Perspectives of VAMM and Legal Issues
The Marketing Domination of Content Provider in Real time VAMM Mobile Telephony
Marketing Issues in Favor of VAMM
The Future is Voice
The Revenue Stream for Voice-Activated VAMM
The Target Markets
The Basic Ingredients of VAMM
Conclusion
References
From the Paper
"Even while sitting before the TV, there are 500 channels to choose from. With media audiences totally fragmented, it is difficult as well as expensive to reach a mass audience. Thirdly, the days of product and service-led differentiation are over as both of these are easy to imitate and in the coming years these cannot be the source of value."
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Communications Theory, 2006.
This article discusses how communications can contribute to marketing theory.
916 words (approx. 3.7 pages), 3 sources, MLA, $ 32.95
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Abstract
In this paper, the writer discusses the notion that theories or ideas from the communications field can influence marketing theory. The writer makes use of the example of consumer response to the introduction of a different product to the market by the Coca Cola company. The writer discusses product and brand loyalty and their connection to the communications industry. Looking into the theory of communication, the writer argues the role that advertising, public relations and the media play in the success or failure of a product.
From the Paper
"Professionals in the communications field, particularly public relations professions, were increasingly interesting in learning the skills for some areas traditionally regarded as advertising: media planning and message evaluation, for example. Whether communications theorists want to keep areas of interest separated, it was clear to Miller and Rose that those who worked in the field wanted to combine them, and perhaps needed to combine them in a marketing context in which more people had more access to more forms of information delivered in more formats than ever before. In other words, media and particular the Internet and its increasing sophistication, with streaming video and its inherent interactivity, made it essential for anyone with a message to understand fully how messages could be delivered and how they might be received. The line between advertising and public relations became blurred, or possibly more accurately, subsumed into the major discipline of communications."
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The Survival of American Airlines, 2006.
A look at the steps American Airlines will have to take in order to survive.
2,075 words (approx. 8.3 pages), 10 sources, MLA, $ 65.95
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Abstract
This paper takes a brief look at what characterizes American Airlines and the tactics they will have to employ if they hope to survive their current economic situation. This paper also takes a look at the reluctance of Americans to fly as a result of 9/11 and other terror attacks.
From the Paper
"The airline industry is characterized by very complex pricing dynamics, depending on travel distance, type of traveler, and domestic and international flights, to name a few of the many factors that determine the degree of price elasticity or inelasticity (Air travel demand elasticities: Concepts, issues and measurement). For long-haul international business travel, demand is not sensitive to fare changes because there are few close substitutes. On the other hand, long-haul domestic business travelers have much higher elasticities than international business travelers. Telecommunications has become more acceptable as a substitute in domestic markets due to common culture, laws, contracts, etc. Likewise, international leisure travelers have greater elasticity than do international business travelers. These consumers are more likely to either postpone their trips in response to higher fares or seek locations that are not as expensive. "
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"America's Army" Video Game v. Army, 2006.
This article compares the "America's Army" video game with the United States Army.
957 words (approx. 3.8 pages), 1 source, APA, $ 33.95
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Abstract
In this article, the writer discusses similarities between the video game "America's Army" and the real army, such as simulation games and battle simulation episodes. The writer looks at methods of recruit and ways of advertising for the United States Army. The writer states that both the actual United States Army and "America's Army" rely on lures to gain new recruits. The writer continues that "America's Army" was designed to be both a way to lure young recruits and as a way to simulate battle experience. The writer shows that although "America's Army" and the United States Army share much in common, the video game remains a game and does not adequately capture the experience of serving in the armed forces.
From the Paper
"Both the America's Army video game and the United States Army use advertising, propaganda, and clever product placement in order to sell their ideas. In fact, America's Army is one of the propaganda and advertising tools that the United States Army uses as part of its arsenal of marketing tools. In addition to the video game, the United States army uses brochures, television ads, print ads and radio ads to sell the armed forces to young people. In the same way, America's Army is marketed through a series of advertisements in publications and on multimedia sources.
Both the America's Army video game and the United States Army use battle simulation games. In fact, the America's Army video game is almost entirely based on battle simulations. The United States Army employs more specific simulations games, such as those that are used to operate different types of mobile artillery. However, both the America's Army video and the United States Army need to hire software engineers that can craft intricate battle simulation episodes."
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Ethics, 2006.
This article concerns an ethical dilemma involving an employee's dismissal from a motor company, that is a major advertiser in a newspaper.
1,269 words (approx. 5.1 pages), 2 sources, APA, $ 43.95
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Abstract
The writer describes how the ethical dilemma arose when an investigative reporter discovers a threat of legislation against a motor company for unfairly terminating an employee. The motor company has bought a large amount of advertising space at the newspaper where the said reporter works. The writer describes that the stated policy of the company is to remain non-partial in its hiring and termination of employees. The paper shows that the employee claims that he was mistreated and subsequently terminated because of his race and religion. However, the writer reveals the reporter's claims that the employee had been caught stealing money from the company's cash box. This article discusses the problem that arises as a result of the company's refusal to allow newspaper reporting regarding the matter. The writer shows that if the reporter were then to write about the matter, it constitutes a conflict of interest with an advertiser.
From the Paper
"The reporter in question brought the matter to the attention of the editor, who contacted the human resources manager to discuss the matter. It was decided that it was in the paper's best interest to pursue the story. The policy of the Weekly Herald is clearly that reporting should be honest, current and impartial. If any place of business is guilty of misconduct with regard to its employees, readers have the right to know about it. Furthermore, in the intensely competitive world of reporting, it would serve the paper well to bring fully investigated, truthful and timely material to the reader. Waiting for the angry employee to go to the press with the story would be unfair both to the paper and to its readership. Firstly, the Weekly Herald would prove untrustworthy in terms of newsworthy items and secondly, it is likely that the objectivity of the story would be compromised."
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Euro vs Florida Disney, 2006.
This paper compares the Walt Disney Company -- WDC theme park and resort complex in Florida and Euro Disney in France.
2,985 words (approx. 11.9 pages), 11 sources, MLA, $ 88.95
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Abstract
CThis article studies the Disney theme parks located in Florida and in France. The writer states that due to strong leadership and excellent management skills, Disney has been able to make forays into many fields like entertainment, communication and technology and customer service. This paper compares the huge success of the Florida Disney complex with the losses suffered at Euro Disney. The writer discusses reasons for these differences and offers possible explanations for profit and loss at each site respectively. The writer also looks at cultural differences as a reason for varying success at the different locations.
Contents:
Success of Florida Disney
What Went Wrong in Euro Disney in France?
Cultural Differences
Michael Esiner and How he Contributed to the Initial Failure of Euro Disney
From the Paper
"The leadership approach at Florida Disney is the outcome of a transformation of a business thinking that happened within Walt Disney which is called as 'Performance Excellence'. Identifying novel competitive force in the early 1990s it was understood at Disney that to remain a benchmark in creativity, customer service and entertainment, every Cast Member at Florida should assume the role of an active partner in the success of the company. This initiative makes linkages to the leadership behaviors to the fundamental and quantifiable measures of Disney's business which is the totality of Cast experience, Guest satisfaction, and customer loyalty. In the beginning it was realized that the concept of Performance Excellence revolved on two major factors which is involvement and passion. (Disney World Paper)"
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Buzz Marketing, 2006.
This article studies the notion of "buzz marketing" which is a disputable method of promoting a product.
1,745 words (approx. 7.0 pages), 8 sources, APA, $ 56.95
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Abstract
The latest promotion is called "buzz marketing," when consumers and even actors are hired by a company or ad agency to endorse a product. The idea is to find the most liked and respected individuals in a community and have them use a product in order to create a buzz around it. Buzz, sometimes called "street marketing," can make a company more desirable. How is this different from any advertisement or commercial? In the majority of cases, the individuals hearing the message do not know that they are being duped. Consumers actually think the person feels this way about the product. So far, the Federal Trade Commission has not put restrictions on buzz marketing. However, this does not mean that it is acceptable or ethical. It still remains a controversial issue.
From the Paper
"The Federal Trade Commission, which regulates the legal use of advertisements, has not yet ruled on buzz marketing. Regardless, some people say that buzz marketing raises serious ethical issues. That is because buzz marketing often uses regular citizens who get products for talking up products. Or, the companies sometimes fall into that stealth area and hire professional actors to pose as typical consumers. Some individuals say they would not be upset to find out someone had tricked them by praising a product in return for a gift or two. Others say that buzz marketing makes the negatives of advertising--motivating people to buy something they do not even need or want -even worse. It will eventually lead to a situation where nothing or no one can ever be believed."
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Sexuality in Advertising, 2005.
This paper discusses the use of sex in advertising as a powerful tool for selling products; however, sex in advertising is addressed differently toward men than it is toward women.
1,245 words (approx. 5.0 pages), 5 sources, MLA, $ 42.95
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Abstract
This paper explains that the sexual connection is much easier to set up for men than for women because men have minimal criteria for sexual desire, basically a woman's anatomy; thus, young healthy women's bodies easily attract the male view to the advertiser's product. The author points out that the use of sex in advertising to women is much more difficult because women's instinctive sexual reaction is more strongly affected by their intelligence; thus, advertising to women rarely uses sex, but rather the romance approach is applied using stereotypical images such as roses and a doting man. The paper relates that sexuality in advertising is a major area of ethical concern; however, surprisingly little is known about its effects on women and men.
From the Paper
"Sex is the second strongest of the psychological appeals, right behind self-preservation, and its strength is biological and instinctive, the genetic imperative of reproduction.Sexual desire is an instinctive reaction in animals, and a person's perception of a suitable mate is the basis.That perception is usually a set of criteria that the opposite sex must meet, and those that meet and exceed those criteria will provide the chance for the highest quality offspring with the best chance of survival."
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Internationalization of Branding, 2006.
An in-depth paper on how retail clothing companies are working to internationalize their brand names.
17,074 words (approx. 68.3 pages), 46 sources, APA, $ 249.95
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Abstract
This paper discusses at length the challenges faced by the retail fashion industry. After a thorough overview of current issues, the paper launches into a case study of Perry Ellis, Inc., a major fashion retailer, which owns thirteen brands, including Perry Ellis, Penguin Sport and Southpoint. Perry Ellis, Inc. also licenses an additional five brands, including Nike and Tommy Hilfiger. The author explains how Perry Ellis has leveraged the brand-name familiarity to become a lucrative company. The paper also provides a case study of the Levi Strauss company, and shows its distinct branding style.
From the Paper
"In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged as a top management priority in the last decade. As a result of its highly competitive nature, branding carries a significant effect in the retailing industry as one of the main drivers influencing customer perceptions, store choice and loyalty. Thus, as an attempt to offer more to the consumer than just low prices, retailers are developing marketing strategies that build store equity and differentiate their brand."
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