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Papers On Advertising Issues
Page 21 of 37
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Logic vs. Emotion in Advertising Campaigns
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This 7 page paper
explains that the impact that advertising has on the consumers of
today is vast and overwhelming. Most advertising falls into one
of two categories: it appeals either to our logic or to our
emotions. But which of these is most effective? By examining
two different types of products, with a sample of logic vs.
emotional ads in each, a sample survey and results will be
computed in order to determine which type advertising is most
effective for the advertising dollars spent. Bibliography lists
5 sources.
Filename: JGAadcam.wps
Luxury Fashion Industry And Consumer Behavior
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A 50 page paper that provides a comprehensive report of the luxury fashion industry. There are several headings: Introduction, which offers comments about the luxury fashion industry in today's environment; the High/Luxury Fashion Industry, which discusses the competitive nature of the industry, the effects of 9/11 on companies, which house owns which other houses, the elements used in competition, changes in the operations, the impact of the consolidations on other aspects in the industry with examples; Self-concept and Ego Needs, which addresses the relationships between these characteristics and the purchase of luxury fashion products; Motivation as Related to Purchasing High Fashion products, which includes Maslow's hierarchy with examples of the types of businesses an individual would patronize at each level of need and also includes discussions of other motivations to purchase high fashion; Branding, Fashion Companies and Consumers; and Marketing & Media Impact on Fashion Industry and Consumers, a comprehensive discussion of the interrelationship between marketing communications. A focus is naturally on European designers but others are also mentioned in the text. Numerous specific examples are included. Far too many subtopics to mention in this abstract. 1 Graphic illustration is included. Bibliography lists 25 sources.
Filename: PGhifash.rtf
Market Segmentation by Art Weinstein
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3 pages in length. Compares the title book to that of Ogilvy on Advertising by David Ogilvy and The Marketing Imagination by Theodore Levitt. The focus of this book is on the target market and how to discover it.
Filename: JGAogilv2.wps
Marketer Call Lists and Privacy
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This 3 page paper examines a case study submitted by a student where a firm generates lists for telemarketers. The ethics of these lists which are tied to credit history are discussed. No sources.
Filename: SA313mkt.rtf
Marketing at Geico Direct
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A 5 page overview of the marketing strategies
employed by Geico Direct. Emphasizes the careful selection of a customer base which is made possible through innovations in information systems. Points out that regardless of the cleverness of any particular ad, that ad will go nowhere without the infrastructure in place to support it. Geico Direct’s superstructure is its carefully selected
employees and the tools which those employees have at their disposal. No sources are listed.
Filename: PPgeicoM.wps
Marketing at Kenneth Cole
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This 5 page paper examines the marketing of Kenneth Cole. Looking at the controversial advertisements which include the use of social issues as well as humour, the style of marketing and branding is considered and used to study the integration between the marketing of the bricks and mortar stores and the internet store. The bibliography cites 4 sources.
Filename: TEkennethc.rtf
Marketing Communication; Coca-Cola, Pepsi and Sainsbury Own Brand
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For a brand to be successful the way marketing communication takes place is very important. This 12 page paper looks at three brands; Coca-cola, Pepsi and Sainsbury’s own brand to assess the way that they are marketing assessing the way that communications are used and their effectiveness in reaching their target market. The paper focuses on the marketing communication in the UK. The bibliography cites 6 sources.
Filename: TECPsain.rtf
Marketing Gucci; Existing and Potential Future Practices
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This 10 page paper is written in two parts. The first part examines the past and current marketing practices of Gucci and how the marketing strategy was determined and implemented. The second part of the paper looks at what marketing strategies and practices that may be adopted in the future by considering the target market and how the company can be presented to this market. The bibliography cites 15 sources.
Filename: TEmkgucci.rtf
Marketing Imagination by Theodore Levitt
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3 pages in length. Compares this book to those of Ogilvy on Advertising by David Ogilvy and Market Segmentation by Art Weinstein. This book, written by the well-known Theodore Levitt of the Harvard Business School, is a vital one for any student of marketing.
Filename: JGAogilv3.wps.
Marketing Is Not a Battle of Products; It Is a Battle of Perceptions
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This 10 page paper looks at how marketing sells perspectives rather than products. The paper considers how perceptiveness are built up with the use of direct and indirect marketing, using others, such as children as agents. The paper illustrates all points with examples to demonstrate their real life application. The bibliography cites 15 sources.
Filename: TEmarpercp.rtf
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