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House-Keeping and the Modern Advertisement, 2008.
A look at how advertising still targets woman in a supposedly gender equal world.
1,798 words (approx. 7.2 pages), 8 sources, MLA, $ 57.95
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Abstract
This paper discusses how advertisements, sometimes insultingly, portray women as empowered in terms of taking on so much of the general cleaning labor, but the positioning of woman as the house-keeper remains unchanged. To explore this issue, it looks at a range of advertising for cleaning products, arguing that women continue to be portrayed in a limited manner and in fact are likely to be spending more time on cleaning as a result of social expectations for private spaces to be showcases.
From the Paper
"For the most part, given most of these advertisements, it would seem that it is almost entirely up to women to deal with all of the grime in the kitchen, bathroom, laundry room, and anywhere else it may lurk. Whether it is an advertisement for Swiffer products, Tide laundry detergent, or the curious bathtub scouring substance known as Vim, women are consistently portrayed as the lone crusaders, responsible for such matters of the home, and that reinforces stereotypes that keep women as the lead in such roles. For despite making more progress in closing the gender-gap at work, studies show that women still have more to gain in terms of getting their husbands to pick up the slack at home."
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Dole Fruit - Winter Advertising Campaign, 2006.
An examination of Dole Fruit's winter marketing campaign.
1,641 words (approx. 6.6 pages), 5 sources, APA, $ 53.95
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Abstract
This paper examines the Dole Fruit ad campaign set to target a group of consumers whose lives are busy and whose lifestyles do not allow them to make the wisest nutritional choices possible. The paper explains that Dole wants to encourage their consumers to trust and take advantage of the added nutritional values that the Dole products have and the affordability they offer.The writer explains the SWOT analysis and discusses the company's objective (as set in the SWOT analysis) - to remind the consumer that Dole offers a superior product at a very competitive price. The writer also discusses the costs involved in the marketing plan and explains that the budget must be approved before final approval of the campaign can be made.
Outline:
Objectives
SWOT
Target Market
Campaign Message
Tracking, Feedback and Control
Effective Feed Back Mechanism
Campaign Distribution
Feedback Mechanism
Costs
From the Paper
"The advertising campaign should be set for the winter months starting in November and set to run approximately 3 to 4 months. Also the target groups of this campaign are those who wish to maintain the nutritional benefits and benefit from cost savings. They are concerned with trying to maintain healthy diets and offer this same to their families (i.e. children, spouses, parents, and friends)."
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Media, Technology and Society, 2007.
An examination of the influence of the media on society today.
1,763 words (approx. 7.1 pages), 6 sources, APA, $ 56.95
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Abstract
This paper examines how the media is highly influential on society. The writer discusses how politicians depend heavily on the mass media as a way of reaching the public and explains the role of the mass media in foreign policy. Additionaly, the writer shows how media affects the development of new technology. The writer concludes that the media influences behavior through imitation and influences technology by helping determine what sorts of technology are wanted, what services are provided, and what products consumers seek.
From the Paper
"The media is very influential in society today and has been for decades. The nature of the media has changed over that time, from the beginnings of the mass media with national magazines and large city newspapers, continuing through the development of the motion picture, radio, and television, and today with new media such as the Internet. Changes in technology clearly affect the nature of the media, making new means of communication possible. The existing media affects technology as well, causing certain types of technology to be developed rather than others, with both the media and the technology carrying the media affecting society in a number of ways."
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Marketing Power of the Lesbian Community, 2007.
Summarizes and discusses the articles, "Advertising and the Political Economy of Lesbian/Gay Identity", by Fred Fejes and "Commodity Lesbianism", by Danae Clark.
858 words (approx. 3.4 pages), 2 sources, MLA, $ 30.95
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Abstract
This paper looks at two articles dealing with the growing economic, political and marketing power of the lesbian/gay community: "Advertising and the Political Economy of Lesbian/Gay Identity" and "Commodity Lesbianism". The writer explains that the gay and lesbian communities are finding themselves more recognized in society because marketers and advertisers have seen the importance of the demographic for marketing campaigns. The writer suggests that this new-found attention from the marketing community has produced some interesting social and political effects. In conclusion the article suggests that capitalism is creating a new identity for the the lesbian/gay community and that this identity is built on the recognition of the lesbian community as a viable and important market that can be exploited.
From the Paper
"In "Advertising and the Political Economy of Lesbian/Gay Identity" Fred Fejes examines the complicated relationship that gays and lesbians have developed between political agency and economic power. In fact, the interesting point that Fejes makes is that it may be that gays and lesbians are gaining political equality and clout not through traditional economic means. Other minority and disenfranchised groups have, in the past, developed political equality because they have controlled some aspect of economic production and/or capital. This is not the case with the gay and lesbian communities, Fejes argues. Instead, this group is gaining political ground because mainstream society is beginning to recognize the important market position of these individuals as consumers."
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Advertising and Society, 2007.
This paper discusses how advertising became an ubiquitous part of modern society and the roles it fulfills.
2,090 words (approx. 8.4 pages), 10 sources, MLA, $ 65.95
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Abstract
This paper stresses that the phenomena of modern society, such as globalization, multinational corporations, the World Trade Organization and even the General Agreement on Tariffs and Trade (GATT), could not have come about without advertising stimulating the active and willing cooperation of consumers to create modern consumerism. The author points out that advertising conveys the message that consumers can bury their insecurities and anxieties in their latest purchase. The paper argues that advertising does not aim primarily to persuade the consumer to buy the necessities of life but rather to create new and greater needs. The paper includes some long quotations.
From the Paper
"Advertising is a relatively new phenomenon - simply because before there could be advertising, there had to be products to sell, and consumers to buy them. However, until around 1650, most English people were focused on the prosaic task of avoiding starvation. Around that time, agricultural productivity reached levels that made starvation unlikely, even when grain prices went up. ... Later, in the 18th century, populations throughout Europe grew at record pace - and the quantities of goods available to buy grew even faster. At the same time, the bourgeoisie was growing in strength and numbers, urbanization was proceeding rapidly, and secularization was proceeding slowly."
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Free Speech and Truth in Advertising, 2007.
A discussion of whether limitations should be placed on advertising and the forms these regulations should take.
1,210 words (approx. 4.8 pages), 7 sources, APA, $ 41.95
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Abstract
This paper discusses the struggle between free market commerce and free speech. It considers the question of what, if any, limitations ought to be placed upon commercial speech. It analyzes the arguments concerning the venues and content of advertising and then the paper attempts to draw conclusions about the need for regulation and the form it should take.
From the Paper
"Historically there have been a number of issues which have required addressing in order to analyze the appropriate place for advertising in a society. The first is where and how in the public space advertising should be allowed. The second is what types of content should be allowed. The issue of venue involves considerations of whether there are some places and times which should be immune from the intrusion of marketing speech, but also considerations of whether certain audiences - such as children - ought to be protected from advertising. The question of content involve concerns of whether business should be allowed to say anything it wants to say - and buyer beware! - or whether there should be some enforcement of truth-in-advertising policies that require businesses to be responsible and accurate in the information they relay about their products."
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"The Wave", 2007.
An analysis of the strengths and weaknesses of the 2006 Budweiser Super Bowl advertisement, "The Wave".
734 words (approx. 2.9 pages), 4 sources, MLA, $ 26.95
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Abstract
This paper analyzes the 2006 Budweiser Super Bowl advertisement, "The Wave". It discusses the advertisement in relation to market perspectives and the failure of the advertisement for its target audience. The paper looks at the strengths and weaknesses of the advertisement and particularly how it misrepresents their core audience personality traits, but does successfully focus on sporting events for advertising.
From the Paper
"In conclusion, the various elements of Budweiser's 2006 Super Bowl Ad "The Wave" fails to project a market target that covers a wider population for its possible clients. Sporting events are crucial aspect to gaining the most sales by knowing who will purchase beer products. However, Budweiser uses modern technology to create a misrepresented superficiality in relation to its target market that does not make a very strong impact on the viewer. In this commercial, these are the failed aspects of this Ad are revealed through empirical market studies and the affect the commercial has upon its target market audiences."
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Papa John Pizza, 2007.
This paper explores Internet advertising and e-commerce, with a focus on the Papa John Pizza company.
1,111 words (approx. 4.4 pages), 4 sources, APA, $ 38.95
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Abstract
The paper discusses Papa John Pizza, the first pizza company to offer online services. The paper examines the power of Internet advertising and the capabilities of companies being able to renovate their earning power into value. The paper shows how customer communications in e-commerce are extremely beneficial compared to the real-world customer. The paper also looks at new communications techniques in the world of e-commerce.
Outline:
Internet Advertising and E-commerce
Virtual and the Real World Customer
Customer Communications
New Communication Techniques
From the Paper
"John H. Schnatter is the Founder and Chairman of the Board of Papa John Pizza. Within seven years, Papa John Pizza has accumulated over 2,900 restaurants operating in 49 states and 25 countries and is considered the world's third largest pizza. Papa John Pizza is headquartered in Louisville, Kentucky and is the first pizza company to offer online services."
"According to spokesperson Karen Sherman, "Papa John is in the process of paying for itself. It is something that is a viable opportunity for the company and it expects the e-commerce option will prove fruitful" (Macaluso, 2006, p. 1)."
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Marketers and Consumers, 2007.
This paper reviews the article "The Marketing Relevance Imperative" by Peter DeLegge.
723 words (approx. 2.9 pages), 1 source, MLA, $ 25.95
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Abstract
This paper shows how Peter DeLegge, in his article "The Marketing Relevance Imperative," identifies the challenges marketers must overcome in order to reach consumers who do not want to see advertisements. The paper describes how DeLegge recommends alternative approaches to those of many advertisers. The paper is of the opinion that this is an excellent article. A copy of the DeLegge's article is appended to the paper.
From the Paper
"DeLegge's article is excellent, for it relates directly to course concepts such as marketing strategy, marketing environment, marketing research, consumer behavior, consumer and business behavior, market segmentation, targeting, and positioning. Every one of these concepts is discussed as DeLegge analyzes the difficulties marketers are experiencing trying to formulate advertising campaigns they hope can somehow address the strategic problem of consumer hostility to ads."
"Analyzing the marketing concepts demonstrated in the article indicates that one of the weaknesses of current marketing strategies is that many advertisers are relying on syndicated research services to quantify and qualify the audiences of the programs on which they advertise. This is not effective in today's marketing environment, for DeLegge notes that traditional methods of media planning and buying do not address the effectiveness of a commercial in terms of reaching this targeted audience."
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Bill Merrilees' Article: 'Radical Brand Evolution', 2007.
This paper analyzes an article authored by Bill Merrilees' entitled 'Radical Brand Evolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research".
1,090 words (approx. 4.4 pages), 2 sources, MLA, $ 38.95
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Abstract
This paper explains that Bill Merrilees' writes in his article 'Radical Brand Evolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research" that brand evolution entails the gradual transformation of the identifying symbol of a corporation via external and internal stimulus. The author points out that the writer concludes that brand revitalization can only occur if the development and protection of the brand is made a part of the coordinating elements of a marketing strategy geared towards appealing to target consumers. The paper relates that Merrilees devotes the bulk of his article to the application of brand orientation to the Canadian retailer Canadian Tire, who was compelled to revitalize its corporate brand in the face of new business pressures from the low prices of Wal-Mart and the excellent customer service of Home Depot.
From the Paper
"Merrilees then favorably invokes the six-step model of brand evolution designed by McEnally and de Chernatony whereby organizations evolve from offering unbranded goods to offering, in order, "brands as reference," "brands as personality," brands as icon(s)," "brands as company," to - finally - "brands as policy". Periodically, of course, brands must be "revitalized" if they are to maintain the interest of key consumers and/or if they are to capture new consumers in periods of intense sectoral competition."
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Geico Marketing, 2007.
This paper analyzes the Geico insurance company's successful marketing strategies.
1,126 words (approx. 4.5 pages), 4 sources, APA, $ 39.95
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Abstract
The paper relates that in 2005 Geico won the Webby award for its Internet website design and marketing. The paper reveals that that Geico has been one of the most successful companies at marketing its insurance in print media and online. The paper discusses Geico's use of the gecko icon and the caveman. The paper notes the differences in their print and online advertisements.
From the Paper
"In 2005 Geico won the Webby award for its Internet website design and marketing. The award was given by the International Academy of Digital Arts and the marketing "increased the site's visits by 31%" ("Geico", para. 1-3). The Internet advertising that was used by Geico in 2005 featured the company's "spokesman", the gecko. Once on the site, visitors can play interactive games with the gecko. However, the gecko has not been the only successful icon of the company's marketing strategy."
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Symbols and Emotions in Advertising, 2007.
This paper identifies the semiotic elements in advertising.
1,779 words (approx. 7.1 pages), 6 sources, MLA, $ 57.95
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Abstract
The paper explores how symbols, insignia, language and repeated images are used in advertising. The paper shows how the advertiser creates a semiotic, emotional world intended to persuade the consumer that it would be right and proper to buy the product or service involved.
From the Paper
"Semiotics is the study of signs and their meaning, meaning symbols, insignia, repeated images, and the like and how they are used to convey meaning. Advertising is the art of selling products by communicating with an audience, meaning a target consumer group, and various signs and symbols are used in advertising to convey the message. These signs have meaning because of the way they are repeated in advertising. Often, these signs have other meaning as well and the advertiser wants to make use of this other meaning for his own benefit."
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