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Magazine Readership and Advertising Effectiveness, 2002.
The paper analyzes the ways magazines have to change with the times and carry out business research in order to target the maximum number of readers and advertisers.
1,539 words (approx. 6.2 pages), 3 sources, MLA, $ 50.95
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Abstract
The paper looks at the match a mazagine must make between different readers' interests, advertising and magazine content, focusing on the magazine "Women's day". The paper examines the different questions that must be researched such as: what subjects are covered, what products are advertised, and what are readers of the magazine interested in. The answers to these questions allows a magazine to recognize how it can improve its publication and generate greater advertising interest.
From the Paper
"Woman's Day is a magazine based on providing content that appeals to the average woman. However, as society has changed, so has the average woman. It is no longer appropriate to consider that the average woman is a wife and mother who stays at home and whose main priorities are to cook, clean and look after the children. For magazines like Woman's Day this became a problem when it was realized that it was no longer easy to define what the average woman wanted. In addition, it must be noted that a significant proportion of income for magazines like Woman's Day does not come from the purchasing price but from the advertising revenue (McCracken, 1993, p. 91). A business need for the magazine is to generate advertising dollars. This becomes a problem when the average woman changes. It is no longer appropriate to assume that the magazine is only useful for advertising food and cleaning products. The magazine needs to increase the range of products it advertises to ensure consistent and ongoing revenue (McCracken, 1993, p. 91)."
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Advertising and Sensory Adaptation, 2002.
Examines how sensory adaption affects the advertising industry.
1,521 words (approx. 6.1 pages), 10 sources, MLA, $ 50.95
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Abstract
Perhaps no other business understands how people perceive the world as much as the advertising industry. Advertisers tap into the way we react to stimuli, whether visual, auditory or tactile. Through their ads, advertisers are able to influence the way people react to a particular product. The most successful ads tap cause a memorable or emotional response and, most important, trigger purchase. However, advertising campaigns are themselves the products of current social tastes and trends. They are also shaped by the psychological processes of human perception. This paper looks at the perception phenomena of sensory adaptation and how it affects the advertising industry. The first part of the paper discusses the current research on sensory adaptation, how it works and the implications on human behavior. In the second part, the paper discusses examples of how sensory adaptation pushes the advertising industry to constantly create new ads and to generate new ways of selling a product.
From the Paper
"Ad campaigns are not meant to last. Even the most successful campaigns - like the Snapple Lady and Alka Seltzer's Plop-Plop-Fizz-Fizz - are eventually retired. One reason why agencies and corporations spend so much on advertising is because an ad is only good for a limited period of time. After a while of seeing the same thing over and over, people simply tune out. This is the diminishing return effect caused by sensory adaptation. To keep up, companies will pull an ad and come out with a new one, hoping to once again hook the audience's attention.
In addition to new content, many agencies create ads that are designed to shock. In 1997, for example, The New York Times carried a full-page ad that featured "Children Made to Order." The ad maintained that the Gattaca Company could engineer a child based on their parents' preferences for traits like skin color, intelligence and athletic ability. In fact, the ad was not for a bioengineering firm, but for the movie Gattaca. The eye-catching ad succeeded in catching attention by provoking a strong emotional response."
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Marketing Tools, 2002.
This is a research proposal for designing a test to determine whether subjective evaluations of a product can be influenced by a spokesperson's perceived expertise of the product.
2,113 words (approx. 8.5 pages), 16 sources, MLA, $ 66.95
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Abstract
This paper suggests a research methodology to isolate and examine the hypothesis that the use of experts as spokespeople can positively influence the subjective evaluation of consumer towards product quality.
From the Paper
"To what degree does the perceived expertise of a product spokesperson influence subjective evaluations of tangible products by consumers? What value does using "experts" in the marketing process confer to the communication of how company A's product is better then company B's product? Many people believe that all you have to do to persuade an audience that product A is better then product B is to declare yourself an expert in the general product category. This "expertise" has been in the U.S. for many years for marketing everything from wine to snake oil. Studies have been done supporting the theory that expertise has a large impact in persuasion (Harmon & Coney, 1982) whereas other studies have found that expertise has little impact (Benoit, 1991)."
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The Appeal of the Democracy of Goods, 2002.
Applies the 'democracy of goods' advertising concept to three advertisements.
1,247 words (approx. 5.0 pages), 2 sources, MLA, $ 42.95
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Abstract
The democracy of goods concepts in advertising allows consumers to believe they can be equal to the rich and famous. In his book "Advertising the American Dream", Roland Marchand describes advertising strategies from the 1920s to the 1940s. In making this analysis, Marchand describes the appeal of the democracy of goods as a major concept underlying the advertising of the period. A consideration of this concept in the paper and how it applies to modern advertising, shows that the concept is effective in describing modern advertising strategies. Some minor changes have occurred in response to changes in society. However, on the whole, the concept, including the desires and ideals central to it, have remained the same. The paper examines three advertisements: pop-star Britney Spears drinking Pepsi, 'James Bond' promoting Jaguar Cars and supermodel Cindy Crawford wearing an Omega Watch.
From the Paper
"Celebrity status now has greater meaning. Individuals that inherit fortunes do not appear in a significant amount of advertisements. However, individuals that achieve success, fame and fortune do. Idealized individuals are mostly movie stars, television stars and sports stars and these celebrities are most commonly featured in advertisements. The amount of celebrities that feature in advertisements can be linked to the desire people have to be something better. Since these people have earned their fortunes in some way, this reinforces to consumers that success is achievable. This makes it easier to believe that having the same product as the successful individual will make them successful also. This advertisement with Britney Spears drinking Pepsi as a means of convincing other people to drink Pepsi is based on the same desires and ideals as the 1920's advertisements. Britney Spears is what people want to be and physical possessions are seen as a way of attaining that same success. By buying Pepsi individuals feel that they are equal to Britney Spears."
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Spam:The Evil of the Computer Age, 2002.
Examining the phenomenon of spam - unwanted bulk email marketing.
2,785 words (approx. 11.1 pages), 10 sources, MLA, $ 83.95
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Abstract
This paper begins by discussing and defining the nature of spam. It compares the high costs of telemarketing and bulk mail to the low or no costs of spam on the sender. It also states that the receiver is burdened with the job of deleting and blocking future mail. The writer then looks at various economic issues related to spam - commission received by the sender and the negative effect it has on sincere advertising endeavours. The paper concludes with a discussion on what is being and can be done in the field to prevent and minimize spam.
From the Paper
"In the computer age, spam, or unsolicited e-mail advertising messages, is considered one of the primary evils that e-mail users have to deal with. While some consider spam as no more of an inconvenience than the traditional junk mail, others consider spam the most dire invasion of privacy since the invention of computers. According to a former spammer (Kosseff, 2003), the nearly $1,000 he made per week as a result of spamming practices was not worth the personal costs in terms of hate mail and threatening phone calls. The cost to the spammer however is much cheaper than the cost to the user. Once the initial investments in spamming equipment is made, it becomes very easy to send up to 10 million messages per day. Also, this practice can be set up to work automatically, so all the spammer needs to do is monitor the sending from time to time (Kosseff, 2003)."
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Smoking Labels, 2002.
A book report on the book by Fritschler, A. Lee, and James M. Hoefler. 1996 called "Smoking and Politics: Policy Making and the Federal Bureaucracy".
1,028 words (approx. 4.1 pages), 3 sources, MLA, $ 36.95
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Abstract
The writer of this paper reviews the events surrounding the Federal Trade Commission and the ruling that requires warning labels on the packages. By examining the book, the paper considers whether the labeling on packages is an effective deterrent or simply a waste of time and money.
From the Paper
"The dangers of smoking tobacco are no secret. It is promoted in schools, it is advertised on billboards, and it is shown by the refusal to allow tobacco ads on television. There are many ways of warning the public about the dangers of smoking but one of the most strong warnings can be found on the side of each and every package of cigarettes sold in America(Fritschler, 1995). The warning is a federally mandated warning and it is strong and comes straight from the Surgeon General's office. It is a warning meant to dissuade smokers from the habit and was only ordered after strong opposition from the tobacco industry failed to stop it(MINIMAL CLINICAL INTERVENTIONS http://www.cdc.gov/tobacco/sgr/sgr_2000/factsheets/factsheet_labels.htm). The policy to place the warning on the side of tobacco product packages was put in place after years of arguments between the policy makers and the tobacco industry lobbyists. The warnings were put into place through a series of policy decisions."
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Advertising to Teens, 2002.
This paper discusses the way advertisers market to teenage audiences and why these campaigns are so effective.
1,640 words (approx. 6.6 pages), 5 sources, MLA, $ 53.95
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Abstract
This paper states that advertising to teenagers is a big business because teens buy more of many types of products than any other age group. This paper explains that most teens view advertising directed toward them very positively; they view commercials more as reality and do not always realize they are created to sell products, especially when they perceive the ads as infomercials or news, rather than advertisements. The author believes that teens are indeed heavy Internet users, but they trust many other forms of advertising before they trust ads online.
Table of Contents
Introduction
Advertising to Teens
Advertising to Teens on the Internet
The Effects of Advertising on Teens
How Teens View Advertising
From the Paper
"Clearly, advertising to teenagers is an important and vital part of the advertising market, and the most successful advertisers recognize how and where to market to teens. An example of these successes includes the tobacco manufacturers, whose advertisements geared to teen smokers, have been banned due to health issues. There marketing campaigns were so successful, teen smoking is still on the rise, and "Joe Camel" is still a cool icon to many teenagers. One critic noted, "Considering the number of billboards and the coolness of the characters, we wonder less and less about why 90 percent of today's smokers started underage. Concerned educators and government officials have been coming up with ways to help minimize the effect of advertising on teens"."
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Images of Men and Women in Advertising, 2002.
Discusses the article "Media Mirrors" by Carol Moog about Maidenform bra company's advertisements.
1,279 words (approx. 5.1 pages), 2 sources, APA, $ 43.95
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Abstract
Carol Moog's article, "Media Mirrors" deals with the changing advertisements of Maidenfrom lingerie. The paper discusses Moog's point that women went from seeing Maidenform commercials as being interesting and empowering to seeing them as embarrassing. The author of the paper argues against Moog's opinion and challenges the idea that the type of underwear one wears determines whether one believes in oneself or not. The paper also examines the role of men in the advertisements.
From the Paper
"From personal experience and observation, I don't agree with the author of the article. I think that Moog portrays women as not really knowing what they want, and as the kind of people who are extensively swayed by advertising campaigns. Granted, it is the goal of advertisers to sway people to buy their product. However, Moog's article almost sounds as though she does not feel that most women are intelligent enough to make choices in their life based on things that are more important than what type of bra they are wearing. Since the article is written by a woman, it surprises me that the article would give off this kind of impression. However, that is the very definite feeling that I received from it."
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Posters, 2002.
This paper deals with posters; how they have evolved and how they are a powerful tool of communication.
2,319 words (approx. 9.3 pages), 5 sources, MLA, $ 71.95
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Abstract
This paper looks at how posters have always carried with them the ability to communicate in a unique way. When combining art with other interests, posters can become powerful tools of communication. The paper gives examples of how posters can promote a cause, sway peoples opinions, and be used as art. It concludes with proof that posters can capture the mood and culture of an era and represent effective uses of design elements.
From the Paper
"This new art movement became known as Art Nouveau, which was the leading international decorative style of the early nineteenth century. Art Nouveau posters featured a flowing line which was inspired from nature. The style of this movement was all-encompassing, gathering influence from architecture, graphics, and furniture. Art Deco became the leading international decorative style after World War I and maintained popularity until World War II. Art Deco is best described as a machine age aesthetic, replacing the flowing line of Art Nouveau with streamlined, geometric designs with designs that represented speed and power. Other poster movements that created trends were Capiello, Object Posters, International Typographic Style and the Poster Style."
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Proctor and Gamble, 2002.
This paper discusses the history and marketing of Proctor and Gamble (P&G) with emphasis on Tide Laundry Detergent.
4,820 words (approx. 19.3 pages), 13 sources, APA, $ 123.95
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Abstract
This paper states that P&G's rise to the top was predicated on innovation, in product development, market research and in advertising. The author believes that not only is P&G's in touch with the pulse of the world's culture but also they have been active contributors to that culture's formulation. The author relates that the name Proctor and Gamble is known to consumers around the globe because the company has consistently maintained one of the largest advertising budget of any consumer company in the world.
Table of Contents
Introduction
History
Segmentation
Brand Loyalty
A Deal with the Devil
Price Wars
Future
From the Paper
"P&G was founded in 1837 when a Cincinnati father suggested that the two men married to his daughters, one a candle maker, the other a soap maker, should form a company together. The brother-in-laws, William Proctor and James Gamble, both Irish immigrants had settled in Cincinnati and met through the sisters they married. Each invested about $3500 a piece to form the start-up of a company that specialized in making soap and candles. In 1850, their trademark moon and stars logo began to appear on all their products. That trademark would become a source of P&G's greatest marketing setback, when it was falsely linked to Satanism a hundred years later."
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Re-Engineering Mercedes Benz, 2002.
The paper looks at the automobile company Mercedes Benz and the ways in which it has had to change its marketing strategy in order to survive after the 1980s.
1,369 words (approx. 5.5 pages), 8 sources, MLA, $ 45.95
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Abstract
In the 1980s the company Mercedes Benz was able to market its luxury cars to the public. However, the paper points out the difficulties the company faced later trying to sell a product with such a narrow client-base. The writer gives the background of the struggles of this company and the new marketing strategy that has begun to take shape.
From the Paper
"Every year, Mercedes Benz spends millions of dollars sponsoring sporting events and advertising to sports fans. They use a service provided by ESPN that makes sports market research information accessible over the Internet to help determine target market segments and adapt sports sponsorship strategy to the changing marketplace ensuring high-impact sports marketing programs. ESPN/Chilton provides a data warehousing product, Sports Poll Interactive, to give highly detailed answers to the most pressing market demographic questions. An example would be the ability to use this secondary data to explore the market of young, outdoor enthusiasts who participate in different types of sports than those currently sponsored, in conjunction with marketing the new M-class sport utility vehicles and 4-wheel drive options on sedans."
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Discrimination against Women, 2002.
This paper is an essay that discusses discrimination against women in a capitalistic society.
1,215 words (approx. 4.9 pages), 5 sources, $ 41.95
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Abstract
The author expresses her view that while capitalism has benefits to some, it is a powerful pressure on women around the world. The paper states that despite all the advances women have made in American politics and attaining corporate power, globally, women are still the second sex victums. The paper discusses sexual stereotypes in advertising, prostitution, sex trafficking, package tours for sex and bride burning in India.
From the Paper
"The pressure of encroaching capitalism, which is slowly emerging in developing nations of Asia, for example, brings with it a resurgence in prostitution. Women in Asia, particularly, are regarded as a commodity. Due to the globalization, the effects of capitalism and their governments' inability to provide employment, many of the women from Southeast Asia adopt prostitution. Most of these girls and women come from very poor places and slums where they do not have any food, shelter even clear drinking water. Often they carry the burden of supporting their families as well, and it is common practice for daughters to leave their home in the rice fields to go to the cities to prostitute themselves."
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