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Direct Response Television, 2008.
This paper discusses the growth of infomercials as a direct marketing medium.
3,238 words (approx. 13.0 pages), 23 sources, APA, $ 93.95
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Abstract
The paper relates that direct response television (DRTV) is considered a powerful and profitable advertising medium by many major advertisers. The paper offers a brief history of infomercials and outlines the three major types of DRTV; long-form (infomercials), short-form and live home shopping networks. The paper discusses how the presenter helps infomercials to succeed and what causes infomercials to fail. The paper then looks at video-based advertising, a new approach to market products and services by integrating DRTV with emerging online video.
Outline:
Introduction
The Brief History of Infomercials
What is Direct Response Television?
Types of DRTV Formulas
What Causes Infomercials Growth?
How the Presenter Helps Infomercial Succeed
What Causes Infomercials to Fail?
Videoactive: The Next Step in Evolution with DRTV
Conclusions
From the Paper
"In the late 1940s and early 1950s, commercial television was launched to fill the air time of TV stations which, at that time, ran only a few hours of network shows. Then, some advertisers recognized the profit potential in this new medium. They created the TV commercials that ran between 5 to 30 minutes or more which would later be called infomercials. It featured product presentations as a new breed of TV entertainment which also sold products by the millions.
"From 1962 to 1984, TV became popular. The advertisers began to compete for 60-second time slots, and also very little long-form infomercial media time was available. In 1962, the Federal Communications Commission (FCC) started new regulations that permitted TV stations to sell a maximum of 12 to 14 minutes of commercial time per hour. The long-form advertising was used only for religious or not-for-profit programming."
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Image, Metaphor and Narrative Motifs, 2006.
A review of the manner in which the the media attach metaphoric meanings to a host of various images.
2,709 words (approx. 10.8 pages), 2 sources, MLA, $ 81.95
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Abstract
The paper states that modern, corporate advertisers over the decades have effectively learned how to manipulate the consumers' buying habits. In order to increase their persuasive power over the modern consumer, advertisers align their products with extreme images of a desirable, perhaps even metaphoric lifestyle. The paper comments that the result is a story that anyone can achieve an iconic lifestyle by simply buying products. The paper continues and notes that similar to advertisers, the news media uses firmly implanted iconic images as metaphors. Then, by augmenting the metaphoric image with text and editorial, the media creates a controllable story, or narrative motif. In order to understand the news media's interpretation of current events correctly, this paper examines each type of the iconic image, their corresponding metaphors and the resulting narrative motifs. The paper begins with a detailed examination of each type of metaphorical image.
Outline:
Directionality of Movement
News Photographs
Assemblages of Images
The Statue of Liberty
Imaging Multitudes and Masses
Woman and Child Image
Water-Flood Imagery
The Flag of the USA
From the Paper
"Photographs carry powerful messages since they are able to deliver a close reproduction of reality. The photographs' capture of reality give magazine covers a type of eyewitness testimony. However, this also means that the readers are more likely to be unaware that those pictures have been manipulated, and that they might have been designed to construct a specific message. Chavez notes, that "Photographs become both testimony and evidence for the position that immigration is a problem and that the nation's borders are being tested by people wishing to enter the country illegally" . Furthermore, photographs steer away any ideological bias accusations from magazines since they appear to represent what "really" happened."
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Advertising, Technology and the Online World, 2007.
Looks at the changing field of advertising because of the Internet and other technologies.
3,275 words (approx. 13.1 pages), 22 sources, MLA, $ 93.95
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Abstract
This paper explains that advertising media is being affected by technology, such as DVR and TIVO, which gives viewers the option to skip commercial breaks, and by online newspapers and magazines, which are causing print edition circulation to decline steadily. The author explains that advertisers are moving to Internet sites, such social networks and the virtual worlds, and even to cellphones. The paper relates that television advertising is being affected as corporations are realizing that the Internet gets their message out for a fraction of the cost of TV. The author concludes that the web is the new advertising frontier, but as society grows and evolves, so will the way corporations target consumers.
Table of Contents:
Introduction
Social Networks
Virtual Worlds
Other Technology and Web Based Ad Mediums
How Technology is Changing Advertising
Luxury Moves Online
Ad Blocks
Conclusion
From the Paper
"Another form of online social sites that is beginning to gain momentum in the ad industry is virtual worlds. These sites are hybrids between games and social networks. They allow members to develop characters called avatars and then explore worlds and interact with other avatars. One of the leading avatar sets is Secondlife. Toyota, CSI, and other big name companies have put a lot of money into developing sites in Secondlife. National Geographic is currently considering launching sites in Secondlife in order to spread awareness and encourage travel."
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Advertising - is it a Consumer Trap ?, 2003.
A critical review of the effect of advertising on the general public.
1,130 words (approx. 4.5 pages), 2 sources, MLA, $ 39.95
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Abstract
The paper discusses the positive and negative aspects of advertising in America. The paper asserts that for business to move in positive direction, both negative and positive methods of advertising are necessary to attract business and to save a business. The paper then concludes that, ultimately, advertising plays an essential role in our economic engine.
From the Paper
"Starting with the good, one can ask a question to the readers of this essay, and that is this: What type of ad do you remember the most? And the answers will most likely be "the funny ones" or "the stupid ones" even a commercial one complains about still stays in his/her mind! But that is what the ad writers are trying to do, get people to remember their ad. But the bottom line is that the person remembers the ad and when making a decision to buy something, that brand name comes to mind first. But this again is good; the entire survival of a company depends on the simple act of you buying their product. "
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Intellectual Property Law - 'Passing Off', 2006.
A discussion on how the law of 'passing off' protects the descriptive and the functional.
1,894 words (approx. 7.6 pages), 3 sources, MLA, $ 60.95
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Abstract
This paper examines the intellectual property law of 'passing off'. The paper explains that the law of 'passing off' is a common law right of action in the law of tort and is based on the premise that 'nobody has any right to represent his goods as the goods of somebody else'. The paper looks at how the action is effectively one of unfair competition, and applies generally to situations where there is no registered trademark or any other intellectual property right. The paper then points out that a typical scenario would be when a defendant uses an unregistered trademark normally used by a claimant, and in so doing, represents the goods or services in such a way that the public is deceived into thinking that they are being offered by the claimant. The paper also explores how protection under the law of passing off is very much dependent on how much importance consumers place on the part when purchasing the product in question. In conclusion, the paper shows that the courts generally adopt a restrictive approach towards protecting the descriptive and the functional because granting such protection will have a negative effect on the market, and ultimately this is a question of fact, and the courts will look at all the circumstances of each case before making a decision.
From the Paper
"So long as these criteria are fulfilled, the claimant would have successfully established 'goodwill' for his goods or services, but a descriptive mark runs the greatest risk of becoming too distinctive over time that it is deemed generic. By losing its ability to indicate source, the claimant can no longer rely on the law of passing off to protect the mark. This danger has been highlighted by the case of Linoleum Manufacturing v Nairn [1878], where the public began using the term 'Linoleum' to refer to the product generally, without connoting the source of manufacture. As such, the courts will be reluctant to allow monopoly over such terms so as to promote healthy competition in the marketplace."
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Mainstream Television Commercials, 2005.
This paper analyzes television commercials, which were aired during an episode of "CSI: Miami", a prime time television show, on September 19, 2005.
1,790 words (approx. 7.2 pages), 9 sources, MLA, $ 57.95
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Abstract
This paper explains that three types of commercials, aired during "CSI: Miami" on September 19, 2005, were aimed at selling female products, male products and the TV station itself. The author points out that these commercials were structured to appeal specifically to either males or females. The paper relates that commercials geared to attracting women are more populist in that they appeal to the female drive to visually fit in with the expectations of American society. The author states that commercials geared to attracting men are more elitist in that they are based on the motivation to have the bigger and better product so they will be the source of envy for others. The author underscores that both methods do not attempt to sell a product that the viewer may necessarily need, but rather sells the social implications that come with the acquisition of the product.
From the Paper
"The clothing commercials flaunt women that are single digit sizes strutting around while men check them out in their brand new attractive JCPenny and Marshalls Fall wear. They are always smiling and laughing as they dance around looking very comfortable and self confident. The colors used in these commercials complement the models. Since it is an autumn line, the ad is filled with earth-tones. For example, a red haired model is wearing a red scarf and a brunette is wearing a brown sweater. The colors support the models to show them in their best light, thus amplifying the attractiveness of the clothing being sold."
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Management Theory and the Coca-Cola Company, 2008.
An analysis of the success the Coca-Cola company, focusing on various management methods.
1,758 words (approx. 7.0 pages), 7 sources, APA, $ 56.95
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Abstract
This paper examines the successful strategies and management skills employed by the Coca-Cola company. It explains that Coca-Cola is seen every where, sports events, television, movies, billboards, and many other media outlets and that the visibility of the product is a true testament to the force behind the product. The paper looks at how everyday managers at all levels in 200 countries exercise the four management functions as they produce products which are consumed daily by the entire world. The paper also notes that globalization has brought 200 countries to produce Coca-Cola products, and that Coca-Cola leaders are able to maintain control over globalization by making exchanges, sponsorships, or agreements with foreign governments to run their manufacturing sites internationally. In conclusion, the paper shows that Coca-Cola has had an effect on American culture and continues to influence our way of life and Coca-Cola management will continue to place a magnifying glass on the consumer in an attempt to discover a trend which will give the company an advantage over its competitors.
From the Paper
"Innovation is certainly always part of the Coca-Cola Company and is why they advertise different styles of bottles, prints on cans, and items which do not have anything to do with a drink such as stuffed animals, T-shirts and caps. Producing different kinds of products involve technology. If a new product is planned to be launched, not only research for demand and possible sales prices should be conducted through an opportunity analysis. In order to be cost efficient and at least break-even, the kind of production line and machinery needed to produce the item has to be assessed and analyzed. A detailed business plan should show the strengths and weaknesses in order to help managers and executives in the decision making process, also called SWOTT analysis. At that point, an idea can become a goal. Technology also helps to communicate the plan via information technology such as e-mail and inter-/intranet to the people who make it happen. Management needs to plan for the skills necessary to accomplish the task."
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Advertising to Children, 2007.
This paper argues that action must be taken against unethical advertising that is causing harm to children.
2,340 words (approx. 9.4 pages), 19 sources, APA, $ 71.95
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Abstract
This paper explains that, instead of viewing children as young individuals who need to be nurtured, advertisers are using children as mere tools to get at their parents' wallets. The author points out that a key focus of the advertising world is to make the child brand loyal at a young age. The paper reports that psychologists advise companies to get children to pester their parents into buying the product through "child-aimed advertising". The author relates that advertisers use sex tactics to make children, especially girls, think that by buying their products they will be "grown up". The paper stresses that, just as countries around the world have adopted policies protecting children from the effects of advertising, the U.S.must do the same. The paper has an annotated bibliography.
Table of Contents:
Influence through the Ages
The Advertisers and Their Focus
The Range of Media
Advertising around the World
Suggestions for a Child Advertising Free Future
From the Paper
"Advertisers benefit from the fact that children have not formed many memories at such a young age. Advertisers then pursue the child for a spot in their heads that can last for years to come. "The great thing about them is that their memory banks are relatively empty so any message that goes in gets retained." When advertising to children, companies go out of their way to ensure that their "target audience" is being sought out, reached and then compliant to the company's urges for the child to purchase the product."
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Marketing Estee Lauder Products, 2007.
This paper looks at the marketing of an Estee Lauder product via the Internet.
1,052 words (approx. 4.2 pages), 7 sources, MLA, $ 36.95
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Abstract
The writer discusses whether using web-based advertising will encourage retailers to carry Estee Lauder's Advanced Night Repair Concentrate. The writer looks at this issue keeping in mind that a "pull strategy" is used to encourage consumers to ask retailers for the promoted products, rather than purchasing it directly from the company on its website, since online shoppers for cosmetics are unlikely to be in-store cosmetics shoppers. The writer notes that one must consider the promotional aspects of the product, advertising, where the product is in its life cycle, and the types of advertising strategy used whether it be a push or a pull strategy. The writer argues that through this relatively new medium, Estee Lauder's strategy to advertise online will work well in promoting Advanced Night Repair Concentrate leading to more interest in the product and consequently more sales.
From the Paper
"In addition to advertising, there are other types of promotions that must be used to form the base of a promotion mix. Personal selling involves relationship building and builds brand loyalty. Sales promotions are aimed at lagging sales and usually are quick and short-lived. Public relations build a good corporate image. Direct marketing is used to target individuals and hopes to gain lasting customers. Each of these plays a role in the overall mix depending on where a product lies in its life cycle. A product life cycle is where in the overall timeline a product lies. Stages consist of introduction, growth, maturity, and decline. These stages are characterized by the revenue generated by the product and determine what type of promotion and advertising will be most successful historically. The first two stages involve heavy advertising and promotion to a broad audience to build consumer awareness. Once in the mature stage, advertising decreases but promotions and personal selling continue. As a product declines, advertising and promotions discontinue and manufacturers try to liquidate the product."
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Tweens Market Influences, 2007.
An analysis of the expanding tween (tween is a word which describes an age group of pre teens aged 8-12) market and its influences on restaurants and retailers.
1,060 words (approx. 4.2 pages), 4 sources, APA, $ 37.95
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Abstract
This paper examines a new business plan for the small but rapidly expanding Australian fast food chain restaurant. The writer discusses the ethical and legal issues when marketing to tweens and when acquiring finance for marketing, as well as the correct way to market to tweens without upsetting laws and still remaining ethical in the process. The paper further explains how branding and image marketing is an excellent opportunity to capture a larger chunk of the tween industry.
Table of Contents:
Introduction
Strategies to Market to Tweens
Ethical/Legal and Business Issues when Marketing to Tweens
Communications
Branding, Image Marketing
Finance
Expectation of Sales
Conclusion/Recommendations
From the Paper
"The Tween market is an ever growing market which has grown from 15% in February 2002 - 40% in December 2004 (Marek 2006, p. 1) and has seen marketers take advantage of Pre teens aged 8-12 in an effort to capitalise on this enormously expanding market. Recent increases in sales in the market segment have seen the small but rapidly expanding Australia fast food chain restaurant want to increase its market share by increasing revenue through intelligent marketing. Tween have influences of parent and their decision making when purchasing products. This report will outline strategies used to market to tweens and the ethical issues involved in the process."
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Proctor and Gamble (P&G) India, 2006.
This paper is a marketing study to analyze Proctor & Gamble's (P&G) launch of its Bounty paper towels into India.
5,685 words (approx. 22.7 pages), 10 sources, MLA, $ 137.95
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Abstract
This paper explains that, although Proctor and Gamble (P&G) has had a presence in India for nearly 15 years, it has not yet marketed its globally very successful Bounty paper towel product in this country. The author points out that, because currently in India paper towels have a very limited presence and because Indian families are often very traditional in their ways of living and culture, Bounty would have to become one of their social preferences for cleaning spillage and messes. The paper recommends that P&G 'piggyback' Bounty paper towels on existing distribution channels used for P&G's other household items and that the marketing team for this product should be made up of existing P&G India employees.
Table of Contents:
The Business Concept
Why Export?
Sources of Information
The Target Market
Size and Dynamics
Competitors
Customers
Market Objectives
Pricing Strategy
The Product
Market Entry
The Political Environment
The Business Environment
Entry Strategy
Sales and Distribution
Positioning and Messages
Possible Marketing Techniques
Implementation
From the Paper
"One of the most prominent manufacturers of paper towel products in India is the Kimberly-Clark Lever (K-C) Company. K-C has annual sales of US$15.1 billion and distributes its products in more than 150 countries. K-C specializes in manufacturing paper products and has launched Kleenex and Scott brand paper towels in India. K-C has saturated 17% market share in the Indian paper products market. These products have features such as quilted embroidery that allow for quick absorption. Also, the paper towels are packaged as single sheets as opposed to rolls."
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Effectiveness of Advertising, 2007.
This paper discusses how to effectively measure an advertisement's effectiveness.
1,474 words (approx. 5.9 pages), 8 sources, APA, $ 48.95
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Abstract
In this article, the writer discusses that with advertising costs accounting for a large portion of a marketer's budget, justifying these costs and measuring their impact is becoming increasingly important. The writer maintains that it is crucial not only to identify a particular ad that is not working but also to determine methods for improving and optimizing existing advertisements. The writer further points out that since it is often difficult to tie a sale to a particular advertisement, measuring the success of a campaign relies on other research methods to uncover the communication effects, including brand recognition and consumers' intention to purchase a product. Additionally, the writer notes that in order to effectively measure an advertisement's effectiveness, a marketer should employ three types of research: developmental, concurrent, post-testing.
From the Paper
"Especially in a cluttered ad environment, it is crucial for an advertisement to be eye-catching and attractive to grab a consumer's attention. Concept testing is an effective method for uncovering advertisements with the most potential to stand out among competitors' communications."
"Unlike message strategy research and concept testing, which analyze various concepts of an advertisement to expose the preferred version, pre-testing assesses the strength of the finished message and predicts how well it will perform. Popular methodologies of pre-testing include portfolio tests, jury tests and theater tests. Portfolio tests are used to test variations in advertisement copy by packaging them together and asking target consumers for insight to their preferences."
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