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Dell Marketing Analysis, 2008.
An evaluation of how Dell's marketing strategy is executed online and in print.
1,851 words (approx. 7.4 pages), 11 sources, APA, $ 59.95
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Abstract
The paper assesses the online advertising of Dell and compares it to the company's print advertising strategies. The paper also examines the underlying differentiating aspects of the Dell business model in order to identify why the Dell websites, defined by market segments, are so important to their overall messaging strategies.
Outline:
Synopsis
Dell's Online Marketing
Dell's Print Advertising
Comparing Dells' Online and Print Advertising Strategies
Exploring Dell's Mass Customization Strategies
From the Paper
"Dell's marketing strategies are driven by the approach the company has taken to segmenting the market. In previous years Dell has segmented by the market primarily used their products to define the customers, yet today the segmentation is much more focused on understanding target audiences by demographic, line of business or government, and increasingly, psychographic data as well. Psychographics is the study of how people define themselves into groups. The intent of this paper is to evaluate how Dell's marketing strategy is executed both online and in print, and screen captures are included of each form of advertising."
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Valpak, 2008.
This paper examines how Cox Media's Valpak fits into a broader marketing campaign.
1,369 words (approx. 5.5 pages), 4 sources, APA, $ 45.95
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Abstract
The paper analyzes the Valpak value proposition and how it can be used in a campaign and suggests how effective it can be in driving customer demand. The paper also discusses which products or marketing messages lend themselves particularly well to Valpak's unique selling proposition (USP) and which products or services are less likely to benefit from Valpak.
Outline:
Introduction
Valpak's Media
Valpak's USP
Incorporating Valpak's Advertising into a Marketing Program
Local Retailers
National Advertisers Using Valpak
Conclusion
From the Paper
"Valpak is a division of Cox Media, which was founded by Terry Loebel in 1968 as a way to market for local businesses in Clearwater, Florida through the local newspaper. Valpak started active franchising of its concept by 1981, led by a former salesperson from a Virginia operation (Valpak). Valpak was acquired by Cox Media in 1991; Cox is a multimedia advertising and media (radio, TV) company which offers a wide variety of direct and broadcasting media to marketers."
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Flavored Tobacco, 2008.
This paper discusses the strengthening of legal provisions regarding the prohibition of the sale of candy and fruit flavored cigarettes.
2,576 words (approx. 10.3 pages), 4 sources, APA, $ 77.95
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Abstract
In this article, the writer notes that the tobacco industry is considered to be one of the most profitable businesses worldwide and yet there is an increasing number of anti tobacco campaigns intended to draw the attention of smokers to the imminent dangers of cigarette consumption. The writer points out that flavored tobacco is one of the most important elements which draw teenagers and even children to take on smoking due to the fact that it represents a combination between a grown up idea and a mixed aromatic pleasure. The writer discusses that despite constant denials from the tobacco companies, marketing strategies and the products offered are without a doubt a major incentive for the younger generation to take on smoking. The writer maintains that from this point of view, the bill prohibiting the sale of candy and fruit flavored cigarettes in West Virginia is indeed a step forward in the fight against smoking; however, there are many aspects which must further be regulated in order for this phenomenon to be reduced.
From the Paper
"These initiatives notwithstanding, the public opinion as well as the US legislative bodies has considered it essential for a strengthening of the legal provisions limiting the means though which children and young adults can come in contact with tobacco products. In this sense, the West Virginia legislature took an important step towards a tougher control on the conditions in which tobacco companies can make available different types of cigarettes as well as the conditions in which such products can be sold to the public. The Bill prohibiting the sale of candy and fruit flavored cigarettes is in this sense an essential legal initiative for the amendment of the Code of West Virginia from 1931.
"The aim of the bill refers to the prohibition of candy and fruit flavored cigarettes selling on the territory of the state. The amendment made to the Tobacco Bill comes as a corollary for what was considered to be a shortcoming of the legislative. "
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Chinese and Direct-to-Consumer Advertising, 2008.
An analysis of the effects of direct-to-consumer advertising on first and second generation Chinese immigrants in America.
2,564 words (approx. 10.3 pages), 10 sources, APA, $ 77.95
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Abstract
This paper provides a literature review outlining the various pros and cons of direct-to-consumer advertising as it reaches first and second generation Chinese immigrants in the United States. It discusses advertising best practices and methods regarding material that speaks to trust, health, literacy and culture. The paper then describes the effect of this type of advertising on this population.
Table of Contents:
Introduction
Literature Review: Pros & Cons of Direct-to-Consumer Advertising and Chinese Immigrants
Conclusion
From the Paper
"The large Chinese population in the United States indicates that advertising to this population holds both opportunities and risks in the market. As a result, companies should be well prepared on how to play in this market. A review of the literature indicates that in the past decade, the Chinese immigrant consumer population has proven to be a lucrative population, both for the company manufacturing the goods as well as the independent party responsible for advertising. However, proper and efficient direct-to-consumer marketing and advertising plays a significant role in whether the brand or brand name becomes lucrative or not. Research in this area is critical to the continued success of advertising; after the initial research regarding consumer preferences and needs is completed, marketing efforts through sales becomes key. A review of the literature in this area indicates that advertising, promotion and proper use and maintenance of trademarks the most important aspects of market channeling to Chinese immigrants. As long as these aspects are consistently met, the business opportunities of this population appear to be bright. Finally, as stated by the Zhou et al (2007) research, ethnic language media cannot simply be viewed as an ethnic institution isolated from the mainstream host society in which immigrants resettled and that they can facilitate immigrant adaptation."
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Assessing HPs' Photo Printer Advertisement, 2008.
The paper is an analysis on HP's adverting strategies for it's line of photo printers according to modern advertising theories.
1,339 words (approx. 5.4 pages), 6 sources, APA, $ 44.95
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Abstract
This paper discusses the high profit producing printer division of Hewlett-Packard. Specifically, this paper looks at HP's line of photo printers, which requires specialized inks and printer papers, both of which generate higher-than-average gross margins for the printer manufacturer. What HP has had to battle however is the perception that photo printers are expensive, difficult to use, and only meant for the professional photographer or the low-end service bureau. The author states that HP's advertisements are specifically addressing price points and the breadth of their product line, in addition to the expertise with printing technologies to overcome these objections. Furthermore, the author asserts that for HP to continue growing their printer division, consumables sales must significantly rise over unit sales, and the added focus on high-margin supplies must clearly be a strategic priority for the company. Finally the paper looks at HP's focus on the most critical concerns of customers first in relation to current advertising theories.
From the Paper
"How would you make the improvements? - First, I would have lightened up the background of this ad, so the images had greater contrast. Next, I would have created a small line of frames across the bottom of the first page showing various scenes of using the printed photos, including the completion of school projects, giving frames of pictures to grandparents and friends, and maybe even showing a backdrop of a beach and then a framed picture of a child, so it appears the photo is coming right out the beach scene. This would connote that the HP photo printer is versatile enough to capture vacation memories faithfully and without compromise. Lastly on the right side of the page, where the printers are, I would show one in actual use in a home office to just make it clear as to how easy the printers are to use."
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Internet Based Businesses: Social Networking Sites, 2008.
A comparative essay on the marketing activities of Facebook and Hi15 internet websites.
1,217 words (approx. 4.9 pages), 8 sources, APA, $ 41.95
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Abstract
The paper describes the activities of major Internet based businesses and points out the activities required for success. In its discussion the paper highlights two main players i.e. Facebook and Hi15networks.com and addresses the recommendations, major activities and successes of each by comparing their differences in marketing strategies.
Outline:
Overview
Facebook
Hi15
Marketing for e-Commerce
Hi15 recommendations
From the Paper
"Facebook is a social networking site that was once primarily targeted at the college and university student. For the past year the company has broadened its target market profile and become increasingly popular with professionals and businesses as well. Facebook earned revenues of between $100m to $150m during 2006 and the first part of 2007 primarily through an advertising partnership with Microsoft Corporation (Adegoke, 2007). Currently, Facebook is privately held and hence the difficulty in determining exact revenues. However, the company maintains in excess of 40m active account holders and receives in excess of 200k registration requests daily after just 3 years of existence (Adegoke, 2007). Facebook is highly successful and determined to continue to leverage its growing membership base and regular visitors in order to monetize its services."
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Propaganda, Advertising and Competition, 2008.
The paper analyzes the differences between propaganda and advertising in a capitalistic society.
3,911 words (approx. 15.6 pages), 6 sources, APA, $ 106.95
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Abstract
This paper discusses the similarities and differences between propaganda and advertising. It presents two contrasting models and many examples to show these similarities and differences. The paper concludes by claiming that although propaganda is different from advertising, advertising is not different from propaganda.
Outline:
Model or Paradigm Case
Contrary or Opposite Case
Borderline Case
Related Concept
Invented or Imaginary Case
Social Context
Practical Results
Results in Language
Interior Dialogue
Essay Outline
From the Paper
"Does propaganda depend on one's intent? To what extent is an aim of merely making people aware of something separate from other aims such as trying to get them to change their behavior, or their attitudes? This is a good related concept, because it shares features of advertising and some of the tools of propaganda, but can be done without any intent to change people. It changes the absolute nature of the concepts, and makes on question whether awareness isn't, in itself, a changed state of being--that could possibly change one's perceptions or future behavior, regardless of the intent of the publicist or PR professional's intention."
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Cell Phones - Images and Texts, 2008.
This paper discusses cell phones and looks at the relationship between images and text messages.
709 words (approx. 2.8 pages), 2 sources, MLA, $ 25.95
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Abstract
This paper explores the relationship between an image of a technology and a quote about the type of technology shown in the image. The writer notes that the image and the quote are from different sources, and the paper examines what each is trying to portray. The paper examines what the image and the text are conveying on their own, and whether there is something that an image can project that text cannot, and vice-versa. Finally, this essay examines what the image and the text would say if placed together.
From the Paper
"The image chosen for this assignment can be found at website textually.com which is a forum about texting and SMS. It is in the archives forum of cell phone etiquette. The image shows a young man dressed in a business suit talking on a cell phone, while he is surrounded by a cell-booth, or what can be described as being a mini-version of a phone booth. The image is intriguing and perhaps fun. It draws the viewer in, because there is no clear explanation given by just looking at the picture. The image is not an advertising image. It is ambiguous and seems to require some sort of text or quote for a more precise interpretation. "
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Body Images in GQ and Vogue, 2008.
This paper discusses magazine body images focusing on the ideas of active men and idle women.
972 words (approx. 3.9 pages), 4 sources, MLA, $ 34.95
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Abstract
In this article, the writer discusses that magazine advertisements employ a wide array of methods to catch the easily distracted eye and send, within the brief period in which the reader actually looks at the ad, sophisticated messages about body images. The writer analyzes the implicit body image messages present in two very different magazines--one for a male audience, the other for female readers. The writer points out that the central argument is that male ads usually focus on the man's functional worth, as a worker, driver, or the like, while ads for women normally emphasize the woman's beauty and aesthetic value. The writer concludes that the message portrayed in the ads is that the worth of a man's body is relative to its utility and functioning power while a woman's body is measured by the tyrannical criteria of beauty.
Outline:
Introduction
GQ Ads
Versace suit ad
The designer shirt ads
Women's ads in Vogue Paris
A. Dining woman ad
B. The "Mountain Woman"
Conclusion
From the Paper
"The top half of this specific ad (GQ 219) advertises an expensive designer shirt and, at first glance, the dinner table scenario seems fairly ordinary. However, this seemingly inoffensive ad reveals the same characteristics as the ad mentioned above. In it, a chiseled-faced male is dexterously carving and arranging the meal's meat course. His skilful performance with the instruments sparks the admiration of his attractive companion, who sits close to him and stares at his working hands with unqualified admiration. In the bottom half of the ad, this same couple is seated in a car (this ad, too, advertises the same garment) and it is not surprising to see that the man is operating the steering wheel while his companion looks on. These are not, obviously, incidental poses, and the proclivity to focus on the body's functioning abilities: driving, working, cutting, rather than on its aesthetic characteristics is clearly discernable in a large number of GQ's advertisements."
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Marketing Plan for Water Purification in India, 2008.
A presentation of the issues affecting a marketing plan for a new water purification system for India.
2,240 words (approx. 9.0 pages), 8 sources, MLA, $ 69.95
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Abstract
This paper presents a marketing plan for a water purification system for use in India. The paper cites the need for this water purification system and enumerates the current problems in India with providing clean water. It also describes the competitors and risks to the system, pricing and distribution. Finally, the paper discusses advertising and budgetary issues.
Table of Contents:
Product Description and Introduction
Goals and Strategy
Target Market
Competitors/Risks
Pricing
Channels of Distribution
Advertising, Sales Plans, PR Plans
Budget for Three Years
Budget
Conclusion
From the Paper
"It has cost $600 million in R&D to develop the product, and set up manufacturing operations in India. Our operational costs will be another $100 million annually. We are working on a fixed cost of $30 per unit, and initially $15 for marginal cost for a profit of $5 for each unit. Our advertising cost will be $40 million per year. Our profit will be $5 each unit. However, we are anticipating a operating loss our first year setting our sales at 100million units. We will make up that loss over the year two years, making 2million which still puts us as a net loss for year two, but recouping our investment in year three, by selling 200,000 units (a 50,000 increase in sales each year) In year three, we will make $260 million, which will make up for our $16million loss in year one."
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False Advertising, 2008.
An analysis of a particular advert for sport equipment that demonstrates how advertising can be very misleading.
1,474 words (approx. 5.9 pages), 4 sources, APA, $ 48.95
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Abstract
This paper examines an advert in the June 2007 edition of "Men's Health". It is an advert for the new Bowflex Xtreme SE Home Gym, which is an exercise machine (a copy of the advert is included in the paper). It discusses how the advert is misleading and does not include basic information such as the price of the product and where it is manufactured. It also discusses its use of visual imagery and how unrealistic it is.
From the Paper
"The product is an exercise machines. It is "built to provide fast and easy total body results right in our own home" and apparently "performs over 65 gym-quality exercises - as many as an entire health club filled with machines." The sell is that the machine will do all this for $20 per month, which is "less than half the monthly dues of a typical gym membership." Unfortunately, this implies that the machine will do all of the exercises all on its own - which is clearly not the case. What the advert should say is that the machine gives its owner the necessary equipment to do all of the exercise that would be possible in a health club. However, the point is that the effort and the will power to do the exercises remains the responsibility of the human being, not the machine. "
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Advertising, 2008.
This paper discusses the pervasiveness of advertising and includes an observation chart that lists the name, type, and location of the ad.
935 words (approx. 3.7 pages), 6 sources, APA, $ 33.95
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Abstract
This paper states that, if there were some global disaster, the last thing to disappear would be the commercial message. The author points out that the most disturbing point about ads is that they reduce every item in the world to a commodity and people to no more than consumers. The paper relates that along with the specific content of ads is the overall message that all people need for fulfillment and happiness are material goods. The author underscores that advertising has become very skilled in using psychology to shape people's desires and value systems, including the person's self-concept. The paper states that various material goods are linked with all sorts of real traditional values so that products and meaning are confused.
Table of Contents:
Commentary
Observation Chart
From the Paper
"Advertising extends its influence farther than can be controlled by a simple code of ethics because advertisers control the meanings across the entire society. Advertising has extensive image-based influence and changes the image system in areas such as economics and politics. I as a single individual, find that every space I have is inundated with advertising's images. There is no escape for individuals and there is no relief for the whole society. As a result, the real world of true values and of deep human aspirations is becoming increasingly smaller."
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