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Public Relations and Society, 2005.
A discussion regarding the role that public relations plays in society.
1,125 words (approx. 4.5 pages), 3 sources, $ 44.95
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Abstract
"This paper discusses the field of public relations as it affects society today. The paper further provides research relating to the original goals of the public relations field, and compares those goals to the ongoing practices of PR professionals in the United States. By determining the changes that have taken place in public relations practices this research demonstrates significant areas of concern regarding the relation of PR to society.
From the Paper
"Public relations professionals work toward bringing together the organization and the public - preferably meeting the needs of both entities. Through public relations campaigns companies that strive for mass appeal can become household names, when the marketing concepts allow the company in question to be perceived with a positive image. However, Steven Goldberg (2001) contends that what matters in the public relations field is the image that is invented relating to a company, not true business information (p. 47). Goldberg (2001) suggests that real public relations is not about promoting the honest attributes of a business, but rather "a carefully manipulated public image, a clever marketing campaign, or careful attention to 'spin'" that leads American citizens to become blind patrons of an organization (p. 47)."
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Zonolite: The PR Professional's Challenge, 2005.
A discussion regarding the Zonolite crisis and the attempt to use communication strategies to repair the reputation of W.R. Grace.
900 words (approx. 3.6 pages), 5 sources, $ 35.95
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Abstract
This paper addresses the current crisis at W.R. Grace regarding is insulation product, currently discontinued, which contained Zonolite. According to this paper, Zonolite contains the most hazardous form of Asbestos and was widely utilized around the world for a period of 10-15 years. W.R. Grace is preparing a communication strategy, a plan to execute on this strategy and a method to ascertain this strategy's efficacy.
From the Paper
"W.R. Grace began mining Zonolite in Libby, Montana approximately 70 years ago and has profited handsomely from this naturally occurring ore primarily from its inclusion in attic insulation sold throughout the world for most of the company's history(Staff, Deadly, pars.10-11). The Zonolite insulation material is currently blamed for the deaths of several individuals, targeted for a class action lawsuit and holds considerable risk of ballooning into a major financial exposure to stakeholders, officers and others implicated in these disasters: "She remembers...seeing Zonolite in the attic...Zonolite is made from vermiculite...tainted with asbestos when it was mined in Montana...She is now collecting names for a class action against the federal government"(Welch, pars.4-5).
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United States Public Diplomacy, 2005.
A review of the public diplomacy program led by the U.S. state department and it's lack of success.
3,600 words (approx. 14.4 pages), 11 sources, $ 142.95
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Abstract
This paper reviews the role of the U.S. state department in deploying the public diplomacy program nationally and world wide. According to this paper, the most prevalent opinion that seems to be held worldwide is that the United States is a domineering global superpower fueled by greed and bent on conquest.
From the Paper
"What is Public Diplomacy? Public diplomacy is the method by which the United States government seeks to create an image in the eyes of the citizens of other countries. According to the U.S. Department of State, Dictionary of International Relations Terms, "public diplomacy refers to government-sponsored programs intended to inform or influence public opinion in other countries; its chief instruments are publications, motion pictures, cultural exchanges, radio, and television" (cited in United States Information Agency Alumni Association [USIAAA] 2002, par. 8). This term was first used in 1965, when the Edward R. Murrow Center for Public Diplomacy was established at Tufts University (USIAAA 2002, par. 11). The USIAAA states that some sources equate public diplomacy with propaganda. Although both forms of communication are intended to persuade people, propaganda generally has a negative connotation of "disinformation" (2002, par. 12)."
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Advertising in the Retail Sector, 2005.
A comparative study of rational advertising vs. emotional advertising in the retail sector.
3,375 words (approx. 13.5 pages), 8 sources, $ 133.95
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Abstract
This paper discusses the respective approaches that Wal-Mart and target corporations take vis-a-vis advertising. The paper takes on the form of a SWOT analysis, outlining the relative merits and demerits of each approach, while offering a brief assessment of what possibly lies ahead for each. More than that, the paper suggests that the present battle being waged between them will only escalate as target proves itself a worthy adversary.
From the Paper
"Advertising has always been the lifeblood of businesses everywhere. In recent years, however, the level of sophistication found in American advertising has grown exponentially. The following paper will look at two sophisticated businesses - Walmart and Target - and assess the relative merits and demerits of their advertising strategies. If Walmart is habitually referred to as an organization preferring "rational" advertising, then Target must surely be an organization that stresses innovation and high quality as part of its 'sales pitch' to America - and to the rest of the World. "
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Advertising in Politics, 2005.
Examines the way politics is advertised in the media and how individuals must use their best judgement.
1,125 words (approx. 4.5 pages), 4 sources, $ 44.95
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Abstract
Advertising in politics has changed very little over hundreds of years in terms of content although it has evolved dramatically in form with the advent of television. The paper shows that common ploys used by political advertisers appeal to the irrational emotional aspect of an individual priming stereotypes and with the advent of television, powerful visual grammar that sends messages more vividly. The paper argues that to counteract these ploys, an individual must become actively involved in critiquing the advertisements and exercise due diligence in selecting political candidates based on facts.
From the Paper
"The most recent elections concluded in November 2004 is a vivid example of advertising in politics. From the alleged revelation of George W. Bush's military records to the Swift Boat veterans' advertisement against presidential candidate John Kerry, it is hard to deny their influence in shaping the overall outcome of the elections. How are these advertisements so effective in rallying or turning away voters and swaying undecided ones? Advertising in politics has taken its familiar form over the course of hundreds of years. It is not surprising that even before the advent of television the same tactics have been used to appeal to the most basal of human prejudices quite effectively. It was not a matter of presenting the absolute truth that was a politician's strength, but rather how he projected himself in contrast to his opponents."
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Drunk Driving Among Today's Youth, 2005.
Examines what causes young people to drink under the influence of alcohol and what can be done about this problem.
2,250 words (approx. 9.0 pages), 12 sources, $ 89.95
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Abstract
The most vulnerable victims to the allure of drinking and driving seem to be young people, be they college age or younger. This essay will look at some of the arguments that are made for why young people drink and drive, as well as what sort of strategies and legislation have been argued as viable and have been enacted to put a stop to this all-too-often tragic phenomenon.
From the Paper
"Mixed messages with regard to alcohol consumption are abundant in today's society. Alcoholic beverage companies sponsor television advertisements that caution drinkers to imbibe responsibly and to never, ever drive while under the influence of their products. Yet the next advertisement that flickers across the screen might extol the virtues of a similar product. NASCAR and other automobile-racing industries paste decals of beer companies across their cars' hoods and doors, touting these beverages as the cars race around the track, all the while expecting spectators to separate drinking and driving. No wonder drunk driving is such a problem in our society -- drinking and driving often are intertwined by the profit-first companies. The most vulnerable victims to the allure of drinking and driving seem to be young people of college age or even younger."
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Tobacco Laws, 2005.
This paper contends that more restrictions are necessary on selling and advertising tobacco products.
675 words (approx. 2.7 pages), 3 sources, $ 26.95
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Abstract
The paper discusses whether tobacco advertisements and sales should have stricter laws. The paper explains that dating back to President Clinton, presidents and the Congress has passed laws on restricting tobacco sells and restricting tobacco advertisements. Yet, the paper presents statistics that show the number of people who smoke remains about the same. The paper maintains that as the lives of children, teenagers and adults are at stake from the danger of tobacco products, more restrictions need to be placed on selling tobacco products and restricting advertisement of tobacco products.
From the Paper
""Of all drugs, legal and illegal, tobacco is the greatest killer" even though there are restrictions on tobacco products (Tobacco laws). Dating back to President Clinton, presidents and the Congress has passed laws on restricting tobacco sells and restricting tobacco advertisements. Yet, the statistics of people who smoke remain about the same. As the lives of children, teenagers, and adults are at stake from the danger of tobacco products, more restrictions need to be placed on selling tobacco products and restricting advertisement of tobacco products. "When President Bill Clinton announced in August his intention to implement Food and Drug Administration restrictions on the selling of cigarettes, he hastened to assure the nation's tobacco growers that he felt their pain" (Goldman 25)."
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Children's Television Advertising, 2005.
This paper examines the techniques of television advertising directed to children.
2,925 words (approx. 11.7 pages), 5 sources, $ 115.95
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Abstract
The paper reports on research into the content and meaning of children's television advertising before Christmas. The paper notes information on the variety of products that are geared for children in some way and discusses the selling methods used and the frequency with which advertising messages are bolstered by repetition. The paper explains that this creates a desire on the part of children for these products.
From the Paper
"Television advertising directed at children is examined for content, frequency and products featured for a period in the Fall of 2004, the Christmas season for advertisers. The results show the variety of products that are geared for children in some way, the selling methods used and the frequency with which advertising messages are bolstered by repetition, creating a desire on the part of children for these products. The intent is clearly to develop a habit of buying in the young and parents suffer by being asked over and over to buy the latest product, many reflecting entertainment aspects of the consumer culture."
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Advertising, 2005.
This paper examines the role that culture plays in the advertising around us.
900 words (approx. 3.6 pages), 0 sources, $ 35.95
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Abstract
This paper explains how advertising plays such a significant role in society that one can ask what or where modern culture would be without it. The paper continues that not only is it influenced by cultural norms and values, but advertising has taken those norms and values and repackaged them, creating and solidifying cultural trends. The paper discusses how a citizen today participates in society through consumption; this is how a person feels relevant and connected to the dominant culture. The paper explains that most successful ads tap into a consumer's need to identify with a wider group and also confirm a person's morals beliefs and value systems.
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Creative Advertising, 2005.
This paper analyzes "Creative Advertising" by Mario Pricken, a guide to successful advertising.
900 words (approx. 3.6 pages), 1 source, $ 35.95
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Abstract
The paper is a book review of "Creative Advertising" by Mario Pricken. The paper notes that this is a book offering practical advice on the secrets of how ads are created, how they appeal to the consumer and how they use different techniques to sell products. The paper points out that the book is divided into subjects as if teaching the incipient advertiser how to learn about the field and how to learn to express ideas through copy and image together.
From the Paper
"Advertising is a major form of promotion for businesses in America, with visual advertising in the form of newspaper and magazine ads, ads on billboards, television ads and similar ways of reaching the consumer. Anyone interested in the field of advertising, whether as a practitioner or a consumer will find much useful information in the book "Creative Advertising" by Mario Pricken, a book offering practical advice on the secrets of how ads are created, how they appeal to the consumer and how they use different techniques to sell products. The book is divided into subjects as if teaching the incipient advertiser how to learn about the field and how to learn to express ideas through copy and image together. Pricken first creates a framework for the creative team that will produce an ad and he always emphasizes the need for teamwork and for utilizing the best of the different individuals who make up the creative team."
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Marketing Today, 2005.
This paper discusses demographic and life cycle variables in target marketing, including how market research helps increase sales.
675 words (approx. 2.7 pages), 1 source, $ 26.95
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Abstract
The paper answers the questions about demographic and life cycle variables in target marketing. The paper explains the roles of market research, packaging, intensity levels for distribution, building brand loyalty and life cycle product stages involved in marketing. The paper also discusses these elements in relation to several products on the market today and how the market research for these products aids in their sales.
From the Paper
"The automobile industry increasingly targets demographic and family lifestyle variables in their marketing practices. In Texas, for example, both Dodge and Ford use demographic segmentation when they advertise to Texas truck buyers. A popular vehicle for this southern state, commercial television advertising, newspaper ads, and radio announcements project the value of this product to this demographic population. Dodge ads claim, "Better in Texas, better in a Dodge", while Ford ads claim, "Built Texas tough." Furthermore, Dodge, Chevrolet and Ford annually present new advertising campaigns that are directed to consumers that raise families. Consequently, family life cycle changes are an important consideration when these automobile companies market their popular mini vans. Ads often revolve around parents who carpool their children to many activities and who are helpful to other parents who are without this sought after vehicle."
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Landover Advertising, 2005.
This paper discusses the Roanoke, VA branch of Landover Advertising and makes suggestions of how to solve the existing turmoil.
1,350 words (approx. 5.4 pages), 2 sources, $ 53.95
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Abstract
This paper describes the current state the Roanoke branch of Landover Advertising. The purpose of this report is to determine what efforts need to be made in order to get this branch functioning at an optimal level once again. This report examines each issue for cause and effect, with an eye toward improving employee morale and leveling out the workload.
From the Paper
"Until three weeks ago, the Roanoke Branch of Landover Advertising operated with three art directors, Jessamyn Jackson, Armin Knecht, and Douglas Ringgold. These directors worked closely with two account executives assigned to this branch, Karenna Newkirk and Taylor Rice. Prior to that time, employee morale had been low. Approximately six weeks ago, Douglas Ringgold, initiated one-on-one interviews with the creative staff to determine what can be done to improve morale. He had read in CIO Magazine that "[t]he first step toward fixing bad morale is acknowledging that the problem exists. The second step is realising that it's your responsibility to make it better". At the time of his death, Ringgold had made contact with nearly half of the artists and writers. Examining Ringgold's records, it becomes apparent that the staff's concerns fall into two areas."
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