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Pharmaceutical Marketing.
This paper discusses the problem created by advertising pharmaceutical products directly to consumers.
1,565 words (approx. 6.3 pages), 5 sources, APA, $ 51.95
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Abstract
This paper explains that American consumers are impressionable and pharmaceutical ads can be some of the most compelling in the marketplace tending to downplay the risks associated with specific drugs or list the risks in a "laundry list" at the end of a commercial or print ad. The author points out that doctors listen to their patients who clamor for a specific treatment or drugs because they have seen it advertised and feel it applies directly to their treatment or illness: Many physicians recognize the danger it implies to the medical community and their patients. The paper suggests that patients are prescribing their own medications because of increased awareness due to advertising and, as the medical community continues to sanction this behavior, it seems clear that more problems and health related troubles will occur.
From the Paper
"Pharmaceutical companies have always marketed their products, but until the late 1980s, companies geared their marketing only to physicians and healthcare professionals. In 1990, two prestigious medical groups, the American Medical Association (AMA), and the Pharmaceutical Manufacturers Association (PMA), created specific ethical guidelines that strongly recommended physicians should not accept marketing gifts and consideration from pharmaceutical companies because of the ethical nature of accepting these gifts. Then, in 1997, the US Food and Drug Administration (FDA) issued guidelines that allowed drug makers to specify uses for their drugs in their advertising. Again in 2003 some of these marketing issues were addressed when the "U.S. Office of the Inspector General released guidelines for companies' interaction with health care professionals in connection with federal health care programs." Thus, marketing strategies for drug companies changed. Where they once had wooed physicians with free meals, gifts, and cash incentives to prescribe their medicines, increasingly, pharmaceutical companies turned toward marketing to the consumer, rather than the healthcare professional."
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Direct Marketing.
This paper proposes a direct marketing campaign for the Maytag Corporation, marketing home appliances under household the brand names Maytag, Jenn-Air, Amana, Magic Chef, Hoover, and Jade.
950 words (approx. 3.8 pages), 5 sources, APA, $ 33.95
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Abstract
This paper explains that, although Maytag is one of America's "Most Admired Companies," the company has been weathering some rough times, largely due to a fiercely competitive, mature market, and is now undergoing major restructuring. The author points out that Maytag may be losing an opportunity to build an ongoing relationship with its existing and prospective customers because, instead of using an umbrella direct marketing campaign to communicate the benefits of all the Maytag-owned brands, each brand is conducting its own campaigns. The paper relates the benefits of umbrella direct marketing; it (1) helps establish the link between its brands, (2) leverages Maytag long standing equity for the reliability and dependability of its products, (3) supports, not contradicts, the individual brands' positioning in conventional media, (4) procures a higher share of the customer wallet or home by cross-selling its various product offerings, and (5) entices customers into wanting to purchase products that "make their lives easier" before existing appliances wear out.
From the Paper
"The Maytag Direct Marketing effort would naturally have to start with building and profiling a data base of its existing and prospective customers. While the latter could be done through buying ready data bases that match Maytag's customer profiles, a good starting point for the former may be Maytag Stores and other retail outlets. The Maytag Stores especially would be an ideal source since they act as an innovation showcase for the company; are independently owned and operated; and offer a "try before you buy" approach. The incentive for customers to opt-in for Maytag's mailings could be a monthly newsletter on "Making Life Easier at Home." Not only will such a newsletter be in line with Maytag's overall business strategy, it is likely to be of high interest to all home owners and makers since they are constantly on the look out for tips on how to create an efficient and pleasant home environment."
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Advertising Strategies, 2005.
A look at different advertising strategies and what companies must consider when running an advertising campaign.
5,204 words (approx. 20.8 pages), 21 sources, APA, $ 129.95
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Abstract
This paper discusses the tangible and intangible methods of communication in advertising and uses a case study of a small Greek business to illustrate effective advertising strategies.The paper describes the different tools and method available for advertising, the approach to advertising that small businesses should use, and makes recommendations for the small business described in the case study.
From the Paper
"Advertising strategies differ significantly. This is based on the industry and the product being sold. In addition, the target market and the financial constraints experienced by the company wishing to advertise also will determine the medium and the intensity of advertisement that can be undertaken. Companies should also understand the culture and ethics of the region in which they are advertising and the nature of the product (essentials, luxury goods or status goods) that the market can support. In the book "Effective Advertising," the author Gerard J. Tellis is of the opinion that advertising is "a complex task" as it has to address the attention span of the market being targeted and nature of processing of the advertised information done by the average individual. (Tellis, 2004) To further complicate matters, potential customers should also have the ability to recall the advantages and benefits of the product when they are in the market to purchase this product."
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Public Relations, 2005.
A look at how public relations is used as a tool in the interest of organizations and the components that make up public relations.
2,173 words (approx. 8.7 pages), 6 sources, MLA, $ 67.95
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Abstract
This paper attempts a brief look at what public relations is and how it can be used effectively by different organizations. A few selected case studies are also presented to highlight how public relations have been used effectively in these organizations.
From the Paper
"Putting in the required efforts to create and retain investor confidence and building the necessary relationships with the financial community. Interacting with the other concerns in the industry in which the Organization is active in and with the trade associations. Necessary action was needed to create voluntary support of members, friends and supporters by showing them the needs of the Organization and interacting with the minority group members. Creating the required interest in an individual, product or firm by making use of events and also designing activities that will cause the Organization to give an ear to the public and interact with them and putting together all the elements that go towards making a product more appealing to the public. Thus we see the role of Public Relations is multifarious and spread through nearly all the functions of the organization. The uses of Public Relations are many including that it acts as a bridge between an Organization and the public and serves to bring harmony in private and public policies."
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Gateway Plasma Televisions, 2004.
An analysis of the marketing impact of external influences on the purchasing of Gateway plasma televisions.
2,268 words (approx. 9.1 pages), 6 sources, MLA, $ 70.95
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Abstract
This paper presents an evaluation of the marketing impact of external influences on consumer behavior with regard to the purchasing of a Gateway plasma television. The paper discusses issues of culture, family, demographic and social stratification, reference groups, and technology. The paper examines the consumer trends regarding new, innovative technology, such as the plasma television.
From the Paper
"Plasma TV is ultimately becoming a feasible option to the huge picture tube and projection TV sets as the prices are gradually lowering and several types of screen sizes are there on offer. Due to this, a lot of mainstream buyers surprisingly have spent lot money to buy these units due to the convenience of wall mounting the Plasma TV which goes in well with the plush decor of the home. Gateway Plasma TVs are ultra bright Plasma televisions having a 42-inch EDTV Plasma display with a 16:9 widescreen format. (Top 10 Plasma Televisions) The pricing strategy at Gateway for its Plasma TVs has been that it is 'price player'. The company intends to sell 42-inch screen plasma TV for just below $3000 which is hundred dollars cheaper compared to the price of its rival models. The next cheapest rival model of Gateway sells at $3596. The price of competing models in the United States is $6328. Gateway- a manufacturer of PCs has repositioned itself and made forays into Plasma television. After an unfortunate fall in profits, the company announced that it has made a turnaround and desires to go in for an advertisement of the fact. (Gateway Plasma TV to undercut prices)"
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Cause-Related Marketing, 2004.
An examination of whether cause-related marketing impacts brand imaging in a positive manner.
1,247 words (approx. 5.0 pages), 10 sources, MLA, $ 42.95
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Abstract
This paper analyzes cause-related marketing (CRM) from a business perspective in order to determine what exactly cause-related marketing is and what relationship exists, if any, between cause-related marketing and brand imaging. The paper explores whether CRM is a successful tool for enhancing brand image and thus public opinion of a corporation's products and/or services.
From the Paper
"To understand how cause related marketing is related to brand marketing one must first understand what exactly cause related marketing entails. Brown, Olsen & Pracejus (2003) define cause related marketing as a technique whereby "the contribution of the advertiser to a cause is linked to the customers' engaging in revenue producing transactions with the firm" (19; from Varadarajan & Menon, 1988: 60). Cause related marketing is increasingly a popular trend in marketing, resulting in more than seven hundred million dollars per year in promotion expenditures in the United States alone (Brown, Olsen & Pracejus, 2003; IEG, 2001). Kelley & Kowalczyk (2003) define the practice of cause related marketing as a process of "formulating and implementing marketing activities that are characterized by contributed a specific amount to a designated effort that causes customers to engage in revenue providing exchanges" (p. 15). Cause related marketing strategies serve corporations in a number of ways, allowing them to justify donations, utilize fewer resources, differentiate products and services among other things (Keeley & Kowalcyzk, 2003:15)."
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Internet Marketing.
This paper summarizes several articles on Internet marketing, which is defined as a set of different strategies and techniques used to support various online services and promotions.
4,880 words (approx. 19.5 pages), 10 sources, MLA, $ 124.95
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Abstract
This paper explains that Internet marketing may include features such as keywords, meta-tag strategies, newsgroups, mail listing postings, banner advertising ideas, online promotions, links to other sites, online image development plans, content development plans and ideas, e-mail strategies, and several other innovative and interactive features. The author points out that a good Internet marketing plan must help the organization to position the product or service in such a manner that the target audience can be reached; this operates in much the same way that a traditional business targets its product at a certain segment of people. The paper relates that if copywriters remember that negative statements may be accepted as the truth, but positive statements will not be, then the advertisement will work better for them and will build up the trust of the customer in the product or service.
From the Paper
"If the Internet marketer were to offer something special that had not been thought of by any other marketer on the World Wide Web and were to offer this to his customer, then he would have his USP or the 'Unique Selling Proposition' ready, and this would attract the customer like nothing else ever will. In addition, if the advertising copy of the site were to be written with a personal touch so that the customer would feel that it has been written especially for him, then it would definitely be more attractive for him, and a sale would result. The tenth tip states that not all visitors become customers, and not all sales are first contact persons. Therefore, the marketer would have to devise a method whereby he would be able to avail of the person's address and all other contact details whenever he visits the site, and this would help him to follow them up, and with a little gentle persuasion, may be able to convert him into a loyal customer."
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Crest White Strips, 2005.
A suggested marketing campaign for Crest Flavored White Strips.
995 words (approx. 4.0 pages), 3 sources, MLA, $ 35.95
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Abstract
This paper presents a marketing plan for a Crest teeth-whitening product. The paper explains why the product is marketable, presents a media strategy for marketing the strips, as well as a direct marketing strategy, and suggests a strategy that would align the Crest name and product with nonprofit organizations devoted to promoting dental awareness and proper tooth care.
From the Paper
"Imagine-all of the natural whiteness power of Crest-combined with an explosion of flavors not found in nature! You haven't even taken off your pajamas and already you have a whiter smile-and the taste of excitement in your mouth! You're ready to start the day! The current success of Crest White Strips has shown that the young to middle aged adult professional crowd seeks a whiter smile without the hassle and high cost of frequent dental visits for professional tooth whitening. Furthermore, the highly pressured lifestyles of today's professionals demand that they look good, feel young, and drink coffee to stay up late, which really takes a toll on the teeth! More patients in 2003 (19.3%) asked their dentist about tooth whitening than any other dental topic. This was up from 11.0% in 2001. (Berry, 2004)"
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Crestor.
This paper discusses the product life cycle of the cholesterol-lowering statin drug called Crestor.
1,380 words (approx. 5.5 pages), 7 sources, MLA, $ 46.95
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Abstract
This paper explains that the drug, Crestor, burst onto the market, rather than slowly unfurling as is more common in product introductions, because the demand for this drug was so tremendous. The author points out that Crestor reached maturity relatively quickly; several competitors entered the market, but Crestor's extensive advertising projected a superior drug in comparison to its statin-blocking competitors. The paper relates the potential early demise of Crestor because the FDA is questioning the safety of stain drugs, and Crestor seems poised to face costly litigation, which could deplete any attempts to manage effectively its current downturn.
From the Paper
"Thus, after a period of development, a product is introduced or launched into the market. Hopefully, for its makers, it gains more and more customers as it grows in reputation and customers desire to use it more and more, and see its value in their daily lives. Then, eventually the market stabilizes and the product becomes mature. Competitors seize some of the market share and deploy other systems of maximizing their own value chains. After a period of time the product is overtaken by development and the introduction of superior competitors, it goes into decline and is eventually withdrawn. Of course, most products fail in the introduction phase. Others have very cyclical maturity phases where declines reverse, and the life cycles begin again as the product is promoted and regains customers and market share."
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Historic Cities Online.
This paper discusses in detail information from websites that describe the tourist cities of Verona; the London areas of "Little Venice," Camden, and the Tower of London; and the city of Pisa.
7,025 words (approx. 28.1 pages), 18 sources, MLA, $ 157.95
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Abstract
This paper explains that the Internet permits the traveler to gain much information to enable the choice of destination, especially snippets of information on the history, highlights, prices of hotels, the food availability and its cost, nearest bus stops, airports and railways, the currency and its present value of the currency and special events. The author points out that on the website, 'CheapHotel.Com' the history of Verona is depicted in great detail, stating that this ancient city dates back to the time of the settlement of the Indo-European travelers who found the land in the city to be extremely fertile. The paper concludes that Internet advertising is very popular, especially in relation to travel and tourism, and the response generated from these advertisements on the Internet is ever increasing.
From the Paper
"On the Internet, the Tower of London is most often presented as the very best tourist destination for the traveler. Some websites offer 'Virtual Tours', wherein after a short history of the Tower, a tour is presented to the visitor of the website, wherein they can access the time in London, the weather conditions there now, and other small details that would make this place come alive, or rather become virtually real. In addition, a 'Midi' by Barry Taylor, on 'Rule Britannia' has been added to the site whereby one can listen to it when browsing through the information offered. The current news is provided on the website in the form of the 'Tower of London Gazette' which the visitor can read if he so desires. A section entitled 'Grandma's Recipes' is also available, and one can find excellent English recipes on the pages of this site."
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Countrywide Home Loans.
This paper discusses Countrywide Home Loans' use of integrated marketing communication (IMC ) in its e-marketing strategy.
1,030 words (approx. 4.1 pages), 4 sources, MLA, $ 36.95
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Abstract
This paper explains that integrated marketing communication (IMC ) as a concept encompasses the use of tools such as advertising, public relations, and direct marketing in different types of media. The author points out that, in 1996, Countrywide introduced the concept of e-marketing as part of its IMC strategic plan; its use of technology and implementation of innovative practices brings e-marketing into the forefront of its IMC. The paper relates that Countrywide has benefited from its use of IMC because it has allowed the company to grow its customer base, thereby increasing its profitability.
From the Paper
"Founded in 1969 as Countrywide Credit Industries, the company "provides consumer and business to business financial services in domestic and international markets" The company is headquartered in Calabasas, California and has more than 40,000 employees in over 500 offices many in California, Texas, Arizona, Nevada, Virginia and New York. Countrywide Financial as it is now called, boasts a wide diverse portfolio of products that acts as an umbrella for the Countrywide Family. The company has seen the need to keep every aspect of mortgage banking under one roof to better serve its customer base."
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Marketing Mix, 2005.
A look at the tools that form what is known to marketers as the marketing mix.
1,103 words (approx. 4.4 pages), 4 sources, MLA, $ 38.95
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Abstract
This paper describes the "4Ps" of the marketing mix. The paper explains how these 4P marketing-mix tools, which include product, price, place, and promotion, each play a role in achieving desired marketing objectives.
From the Paper
"The most basic marketing-mix tool is the product. This is the company's tangible offering to the market that includes the product quality, design, features, branding and packaging. Product can either be goods or a service that is available for sale either to an end customer or a commercial customer. A customer purchases a product and a consumer puts it to use. At times, a customer is also the consumer. For example a father might buy chocolates for his kids in which case the father is the customer and the kid is the end consumer. It is the task of the marketing manager to find out who his target market is what their product demand is, and offer it to them for sale at every stage in the sequence."
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