| Papers [1-9] of 871 :: [Page 1 of 97] | | Go to page : 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 —> | |
|
|
Integrated Marketing Communications, 2008.
The paper discusses integrated marketing communications strategy at Nike and how this relates to other businesses.
2,780 words (approx. 11.1 pages), 24 sources, APA, $ 82.95
»
Click here to show/hide summary
Abstract
The author of the paper contends that the rapid maturation and growth of integrated marketing communications (IMC) strategies is serving as the catalyst of greater integration across advertising, public relations, marketing, selling and service communications strategies. In the paper, the author evaluates the benefits and barriers of IMC campaigns within Nike and specifically the NikeID campaign. In addition, the writer discusses the issues of mass customization as they relate to the value chain Nike must rely on for the successful fulfillment of orders for tailored and customized shoes and accessories for customers. The author also looks at how IMC has become an integral part of the strategic plans of many organizations from a demand development and fulfillment perspective.
The paper contains two tables.
Outline:
Executive Summary
Assessing the Benefits of IMC Strategies
Dependence
Barriers to IMC Strategies
Summary
References
From the Paper
"Just as broad integration and the ability to synchronize all marketing strategies within a given company is a major strength of a successfully implemented IMC strategy, the converse of this is often the case due to organizations' cultures lacking the commitment to change. Paradoxically the companies in the most need of attracting and retaining new customers often face the most difficult cultural transition to support any integrated activity, and this includes the development and execution of IMC strategies. The single biggest barrier to the development of successful IMC strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective."
| |
|
Brand Reinvention, 2008.
An analysis of McDonalds' brand reinvention.
806 words (approx. 3.2 pages), 5 sources, MLA, $ 28.95
»
Click here to show/hide summary
Abstract
The paper shows how the brand image of McDonald's has gone through a number of reincarnations, from stressing the fact that fast food was hot, cheap and relatively inexpensive to stressing its status as a value-based company that offers tasty food. The paper shows how McDonald's tried but could not totally reconfigure their brand. The paper explains that McDonald's could just reconfigure the core elements of the product that made it so popular in the first place and could eliminate the more objectionable elements like marketing to kids.
From the Paper
"The name McDonald's is virtually synonymous with the idea of 'branding.' The idea of McDonaldization seems to imply the standardization and Americanization of both culture and food. However, the brand image of McDonald's has in fact gone through a number of reincarnations, over the company's long history. One of the most notable shifts occurred when the company shifted from its slogan of "You deserve a break today," or "It's a good time for the great taste," to "Mmm...I'm lovin' it." "
| |
|
Marginal Revenue and Over-Paid Athletes, 2008.
The paper examines the phenomena whereby business concerns sponsor and endorse celebrities.
1,850 words (approx. 7.4 pages), 8 sources, MLA, $ 59.95
»
Click here to show/hide summary
Abstract
The writer of the paper contends that a celebrity enjoys a potential revenue fetching force that has to be exploited by the firms or institutions that market the fame of the celebrity. The author then examines and discusses the question that, if we accept that a celebrity can and will fetch revenue by his or her participation, is the very high premium paid for their endorsement or participation justified? The writer uses examples from both the world of entertainment and sports to illustrate and support his conclusions. The paper is heavily annotated.
Outline:
Introduction
The celebrity Endorsement and Profits
Looking at the Model
The Economics of Endorsement
Conclusion
Citations
From the Paper
"The public which is enamored of a person, and a person who creates successfully a following for himself or herself in the chosen activity commands the power of bargaining for not only participation, but for the use of the image, endorsements of products, news worthiness and corporate advertising and marketing. In considering such activities, particularly sports, there are two aspects of the financial implications and there is evidence to show that team sports like cricket or football have lesser profitability and small clubs with marginal operations cannot compete with famous ones and the monopoly in profits is always held by the popular city club. A sports club cannot generate a positive cash flow for the reason that there is a potential fear of political involvement and therefore such clubs show the balances in negative. Sports franchisees fare better with the capital appreciation of the stock."
| |
|
Ethical Issues of Marketing, 2008.
A persuasive essay against the unethical business practice of advertising sex, violence, cigarettes and alcohol to children and adolescents.
2,692 words (approx. 10.8 pages), 10 sources, APA, $ 80.95
»
Click here to show/hide summary
Abstract
The paper discusses the unethical practices of advertisers, who use sex, nudity, violence and the positioning of all forms of drugs to
create a higher level of awareness of their products. The paper attempts to illustrate how these advertisers are harming children by introducing them to products that can significantly impair their ability to mature cognitively, emotionally and ethically. The paper contends that these advertisers sacrifice children for financial gain and calls for companies to uphold the moral and ethical responsibility to protect our children.
Outline:
Summary
Sex Sells...Sometimes
Selling Violence, Not Products
Tobacco and Alcohol Advertising Effects Are Lasting
Summary
From the Paper
"The fundamental business model of advertising is changing drastically as the Internet becomes a much more prevalent communications channel, capable of being specifically targeted to audiences of consumers while also providing the ability to measure the performance of all forms of digital advertising online. This has significantly increased the ability to measure the effectiveness of advertising that includes mention of sex, violent acts, and the use of drugs including cigarettes and alcohol. Traditional advertising on the one hand does not offer these levels of advertising effectiveness measurement, so seeing if sex, violence and the positioning of drugs of all kinds including tobacco and alcohol is effective is left to conjecture and speculation."
| |
|
Family Decision Making, 2008.
A review of the factors that influence consumers purchasing habits.
1,036 words (approx. 4.1 pages), 6 sources, APA, $ 36.95
»
Click here to show/hide summary
Abstract
The paper discusses how purchasing decisions are influenced by family requirements and discusses the demographics and the advertising and promotional activities that the manufacturers have to consider in making their product attractive to the consumer.
Outline:
Family Types
Single-Parent Family
Adoptive Family
Marketing Strategy
From the Paper
"Marketers must always develop and implement their strategies in accordance with the purchasing behavior of consumers. The basic decision making process of consumers' follows five steps: becoming aware of a problem or an opportunity; searching for information; evaluating alternatives; deciding on what to buy and then purchasing it and finally, reassessing the purchase. Keeping this in mind, as well as the characteristics of the presented family types, markets must clearly identify the major decider within the family and then place their products as showing the benefits of the product for the decider in the family."
| |
|
Print, Art and Advertising, 2008.
A look at the trends in the relationship between advertising, the print media and art.
856 words (approx. 3.4 pages), 3 sources, APA, $ 30.95
»
Click here to show/hide summary
Abstract
The paper examines the history of advertising and art and the increasing use of art today to enhance the messages of the media. The paper discusses the positive and negative effects of art in advertising and predicts the future trends of advertising.
Outline:
Advertising and Art History
Artistic Trends
Positive and Negative Effects
Future Trends
From the Paper
"Advertising, the print media, and art have always had a mutual relationship. During the late 1950s and early 1960s, advertising as a whole underwent a revolution of style. Up until these decades, advertising was basically focused upon selling mass-produced products to a mass audience without any distinction or differentiation in either product or audience. Differentiation began to occur during the 1950s, where specific products were targeted towards specific audience segments. Advertising was then designed to appeal to specific audiences, such as those who would buy a specific car or type of bread."
| |
|
Athletes as Moneymakers, 2008.
A paper arguing that athletes today are overrated, overpaid and mainly concerned with earning more money.
1,185 words (approx. 4.7 pages), 4 sources, MLA, $ 40.95
»
Click here to show/hide summary
Abstract
The paper asserts that athletes' salaries are not driven by talent as much as they are driven by advertising. The paper disregards the bodily sacrifice that an athlete makes and instead highlights athletes' alleged use of performance enhancing drugs. The paper talks about the unrealistic dreams of youngsters who have become less focused on the competition of sport, and more on the amenities associated with high incomes. The paper fiercely contends that with the sports industry's and athletes' focus on revenue, the competition of natural human endurance has taken a back seat to financial greed.
From the Paper
"The early Greeks and Romans gave us the image of the heroic gladiator, a tall, muscular and physically fit man who towers in height above the average man; a man who, in as few as three moves, can break the neck of man and ferocious beast alike. They are the heroes of Virgil and Homer, and they are they are the men endowed with superhuman powers that mesmerized and entertained thousands during the Olympic Games of old (Garland, Robert, 2005, p. 24). They were the ancient day celebrity (Garland, Robert, 2005, p. 24). They evolved into the modern day athlete; boxers, football players, baseball players, and other athletes who stand as overpaid, overrated, modern day gladiators. Today's "gladiators" are overrated, overpaid athletes who lack the heroic heart of the heroes Achilles or Odysseus, and men who won't acknowledge their fan base without a financial incentive. Today's athletes are takers, giving very little in return for their celebrity, and the industry salaries are not driven by talent as much as they are driven by advertising."
| |
|
WWII Propaganda Posters: Soldiers without Guns, 2008.
An examination of how American national pride and fear were used in WWII propaganda posters.
3,676 words (approx. 14.7 pages), 7 sources, MLA, $ 102.95
»
Click here to show/hide summary
Abstract
This paper examines the prime motivating factors for wartime propaganda - national pride and fear, and reveals how those two motivators are used in a few examples of wartime propaganda posters. The paper also examines how those same posters use traditional propaganda devices to spread a pro-war message, at a time when many Americans were reluctant to enter into another European war. Finally, the paper discusses the propaganda poster as an art form and looks into the lasting popularity of these propaganda pieces. Five photographs of the posters are included with the paper.
Table of Contents:
Abstract
Introduction
Discussion
Conclusion
From the Paper
"The propaganda posters commissioned by various branches of the U.S. government during World War II, were very effective at achieving their intended goals of stirring up pro-American feelings and mobilizing citizens to support the War movement. The posters were successful as propaganda because, taken as a whole, they used fear, national pride, and personal pride to motivate people. In addition, the posters used traditional propaganda devices to make mass appeals to a wide-variety of Americans. Given that domestic support for World War II was probably greater than support for any war before of since that time, those propaganda posters have to be declared an overwhelming success."
| |
|
Marketing Communications and Sports, 2008.
This paper discusses the strategies of marketers who promote their brands by associations with professional athletes.
1,051 words (approx. 4.2 pages), 8 sources, APA, $ 36.95
»
Click here to show/hide summary
Abstract
The paper explores how advertisers create marketing communications programs that capitalize on the unique strengths of professional sports. The paper looks at the specific marketing communications strategies that advertisers rely on to gain the return on investment (ROI) on their marketing investments.
Outline:
Introduction
Marketing Communications Strategy Formulation Begins With the Audience
Constructing Marketing Communications Strategies Capitalizing on Sports Marketing
From the Paper
"Increasingly marketers are turning to professional sports to strengthen their brands by associating them with exceptional athletes, as is the case with Buick aligning itself with Tiger Woods on the PGA (Fitzgerald 2002) or Phil Mickelson with his Accenture-branded golf hat (Stogel, 2004). The same holds true for both commercially-oriented and consumer brands sponsoring NASCAR teams. Take for example the sponsorship of driver Tony Stewart by Home Depot over the last few years and the double-digit growth in ladder sales whenever he wins a race and climbs up a Home Depot ladder when he accepts the trophy to see everyone on the infield (Ferriss, 2005). Advertisers are seeing significant return on investment (ROI) from sponsorships in the NBA, major league baseball (MBL), the NHL in addition to NASCAR and the PGA."
|
|
|
