Innovation in Advertising?: "The Hidden (in Plain Sight) Persuaders"
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A 3 page discussion of BzzAgent, an advertising company that promotes their product through word-of-mouth by providing products to volunteer reviewers. Based on a December 5, 2004 article by Rob Walker in the New York Times, this paper discusses the motivation of those that review the products, the ethics of such advertising and its probable longevity. No additional sources are listed.
Filename: PPbzzAgn.rtf

Instant Coffee Industry
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A 5 page paper that begins with an overview of the history of instant coffee, who, when and where it was invented and first mass-produced. Some of the brand names are reported along with a description of some of the many different types of instant coffee. The decline in the U.S. market is addressed along with what two companies are doing to recapture the market. Bibliography lists 11 sources.
Filename: PGinscf.rtf

Integrated Marketing Communications
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This 10 page paper first provides an explanation of integrated marketing communications, a process wherein all forms of marketing and advertising carries the same message to consumers and identifies some of the types of media that may carry that message to consumers. The essay then describes a case study of integrated marketing communications for one arm within the Sears corporation – the Sears Home Services business. The writer relates how Sears approached their integrated marketing program and the results of their evaluation of the program. Bibliography lists 10 sources.
Filename: PGsrsimc.rtf

Integrated Marketing Communications – An Analysis
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A 43 page paper. The integrated marketing communications process puts one single, unifying message in front of consumers. Any communication message from the company, whether it is a public relations spot or a full-fledged marketing campaign carries this one message. This paper begins with an introduction that comments on advertising and the hierarchy of effects. It then explains and discusses the differences between integrated marketing communications (IMC) and traditional marketing communication. This is a comprehensive discussion of what IMC is and how it works, ending with a table illustrating the differences between IMC and traditional models. Next, is a brief discussion of the criticism levied against IMC and rebuttal. The writer then presents the results of some IMC campaigns and finally discusses the best uses for the IMC approach. 1 Table included. Bibliography lists 17 sources.
Filename: PGimc.rtf

International Automobile Advertising
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A 10 page research paper investigating the advertising practices in China, Japan, and Sweden, with specific emphasis on advertising automobiles. Research studies looking at cultural values as depicted in commercials were reviewed. One common theme among the countries is youth. There are other commonalties as well as differences. Bibliography is included.
Filename: Advercar.wps

International Marketing
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This 12 page paper discusses why companies engage in international marketing rather than a series of national marketing strategies. The paper starts by looking at models and theories that explain how and why companies internationalize and then looks at the way this reflects on marketing strategy choices. The paper argues as the companies get larger there is a natural progression to increased use of standardized international marketing. The bibliography cites 12 sources.
Filename: TEintermark.rtf

Internet Advertising
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5 pages. Not only do consumers rate Internet ads as the least trustworthy, but they rate them as the most annoying as well. Unlike television ads or radio ads which you can simply ignore, the pesky banner and pop-up ads jump into your vision on every website, making it increasingly difficult to concentrate on what you really were looking at. One study shows that eighty-five percent of Internet users find Internet advertising to be annoying as well as ineffective. Included are recommendations to advertisers in this interesting paper. Bibliography lists 6 sources.
Filename: JGAintad.wps

Internet Advertising
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A 6 page research paper that, first of all, offers a survey of different types of advertising on the Internet/Web. Then, two articles pertaining to Internet advertising are summarized and discussed. Bibliography lists 3 sources.
Filename: khwebad2.rtf

Internet Marketing Differences Between Men and Women
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This 15 page report discusses the ways in which marketers must develop different marketing strategies if they intend to be successful in selling their products to both men and women via the Internet. Marketing experts and social scientists have become increasingly aware of the fact that men and women, boys and girls, use the Internet differently than one another. It only makes sense that those hoping to establish a sales presence in electronic commerce be well-aware of those differences and shaper their marketing strategies to meet the different gender expectations, use, and (of course) potential opportunities. Bibliography lists 8 sources.
Filename: BWintgen.wps

Internet Marketing's Continued Evolvution
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An 8 page paper discussing issues of consumer behavior, promotion strategy and product positioning on the Internet as its use continues to grow. With all that is uncertain about the evolution of Internet commerce and the final path it will take as it continues to change, marketers can be certain that they will be required less to guess what consumers are doing. Tracking and data mining software increasingly will be in operation to give statistical reports about what consumers are doing on the Internet and will give marketers a quantitative base from which to work. Bibliography lists 7 sources.
Filename: KSintMktg00.rtf

Internet-Based Advertising
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An 8 page overview of the world transition toward Internet-based advertising. This paper emphasizes the low cost and tremendous effectiveness of the media in capitalizing on the public’s growing tendency to turn to the Internet to research their buying interests. The author emphasizes as well, however, that despite the technological distinction of the Internet, many of the same marketing ploys are necessitated in this new medium as were necessitated by more traditional advertising campaigns. Bibliography lists 7 sources.
Filename: PPwebAdv.rtf

Is Advertising to Blame for Poor Sales?
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Is Advertising to Blame for Poor Sales?: This 5-page essay examines the accuracy of the alleged link between poor advertising and poor sales, and whether or not the finger pointing by marketing management is justified. Yes, the glories of advertising wherein youth, sex and fuzzy animals all sell ‘something else’; but what happens when they just can’t sell enough. Bibliography lists 6 sources. SNAdvert.doc
Filename: SNAdvert.doc

Is Brand Advertising a form of Social Pollution?
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This 6 page paper considers to what extent brand advertising is a form of social pollution and to what extent it may be argued as economically essential and culturally enhancing form of symbolic communication. The bibliography cites 5 sources.
Filename: TEsocpollution.rtf

It's Not Just PR (Book Report)
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This 6 page paper provides an overview and critique of the book. This work is authored by Timothy Coombs and Sherry J. Holladay. No additional sources used.
Filename: SA822PR.rtf

Japanese Fashions and the Western Market
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A 23 page overview of the practicality of introducing Japanese fashions into the Western market. A review of basic marketing premises is provided along with a short history of the evolution of Japanese clothing design. The author of this paper emphasizes that in order for such a venture to be successful a number of factors must be carefully assessed. These include the clothing preferences of both the very rich and influential and such components of the buying public as college students. A proposal is introduced for assessing these preferences using interviews and an e-mail based survey. Bibliography lists 16 sources.
Filename: PPjapFsh.rtf

Journal Article Review / The Power Of Sex In Advertising
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3 pages in length. In reviewing this article, the writer makes the point that "sex-ads" are not quite as effective as some marketers think-- they provide very little information about the actual product and ultimately distract the audience from buying.
Filename: Sexads.wps

KEY CONCEPTS OF POLITICAL ECONOMY AS IT IMPACTS MEDIA FORM AND PROCESS
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This 5 page paper discusses the impact of the media on the economy and the internal workings of the political process.Bibliography lists 1 source.
Filename: MBapmedia.rtf

Land Rover Discovery SUV: Harvard Case Study
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A 17 page paper. This paper presents a report and recommendations for positioning the Land Rover Discovery 4x4 SUV in the American market, which is currently dominated by Ford Explorer, Jeep Grand Cherokee and Chevrolet S-10 Blazer. An introduction provides background on the progress of the company and the Discovery. A massive amount of data are then synthesized to present comparisons of the Discovery with its most formidable competitors in this market. More data are analyzed to determine a customer profile as well as what consumers look for in an SUV when selecting one and how they use the vehicle once they have made the purchase. Based on these analyses, a positioning recommendation is made and a budget is presented for the different aspects of the marketing campaign. 5 Tables are included. Bibliography lists 1 source.
Filename: PGlndrv.rtf

Legal Opposition To Joe Camel Cigarette Advertisements
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A 6 page paper that demonstrates the applicability of legal processes against the RJ Reynolds "Joe Camel" Advertising campaign. This paper supports the belief that limits can be set on this type of advertising without infringing upon First Amendment rights. Bibliography lists 7 sources.
Filename: Camel.wps

Liquor Industry Adherent Self-Regulation: Must Rule Advertisements In All Forms Of Mass Media
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8 pages in length. Through the years, a distinctive trend has been established with regard to the various methods advertisers employ in order to outshine the competition. Some of these practices are looked upon as being instrumental within such a cutthroat environment; others, however, are viewed as inappropriate and unacceptable. In spite of the fact that the broadcast media are the focal points for such a vast array of advertising techniques, they do not reserve the right to censor public consumption. Some believe that imparting television and radio executives with the power to control the flow of advertising is no different than censoring the inherent freedom of the press. Advertisers have the right to sell their products in whatever manner is most effective; in fact, that is the entire essence behind the free enterprise: that each business has the constitutional right to align whatever components are necessary to make it stand out above its competitors. There is no law in the land that can prohibit advertisers from portraying their products in the most advantageous light possible; it is up to the broadcast media to respect this concept of freedom of speech. It is an unusual occurrence, but entire industries do sometimes regulate their own advertising if it is established that the message being presented is contradictory to societal norm, and the liquor industry is a prime example. Bibliography lists 8 sources.
Filename: TLCLqSlf.rtf

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

Marketing Mac Computers
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This 14 page paper begins by describing the very first television commercial for the Macintosh Computer in 1984. That ad set the tone for Apple's marketing of this brand for the future. The writer describes several of Apple's campaigns for the Mac, demonstrating the company's creativity and innovative approach to marketing. Other marketing strategies, such as promotions and joint campaigns are reported. Suggestions are offered at the end. Bibliography lists 18 sources.
Filename: PGmacmk5.rtf

Marketing Music
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A 6 page paper that discusses marketing and advertising music with an emphasis on the U.K. The paper discusses the target market and who creates and designs needed for promotions. Bibliography lists 4 sources.
Filename: PGmus.wps

Marketing Plan for Al Gore
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8 pages in length. When marketing a candidate, a marketing strategy is developed using the "four Ps" - product is politics of the campaign platform; push marketing; pull marketing and the last P is polling. Within this paper we will discuss the strategies by covering the organizational issues, including the choice of people, setting up a task chart, issue positioning, monitoring activities and the role of fund-raising. In addition, we will consider the strengths and weaknesses of Al Gore as well as the advertising and communications strategies necessary to market him. Bibliography lists 5 sources.
Filename: JGAagore.wps

Marketing Strategy
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This is a 5 page paper which examines the effect that interactivity and individualism has had on marketing strategy. The bibliography has 6 sources.
Filename: JHImma.rtf

Marketing To Different Generations
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A 24 page research paper. Marketers today face a different consumer environment than ever before. For one thing, this is a global world. For another, consumers today are far more knowledgeable about products and they have immediate access to an enormous amount of information. This paper discusses four generations: Baby Boomers; Generation X; Generation Y; and the Millenial Generation. The writer provides a description of each generation and how they respond to advertisements and marketing campaigns. The paper begins with eight questions and concludes by answering those questions. The writer also reports the new 5Ps of marketing. Statistics and 2 Tables included. Bibliography lists 25 sources.
Filename: PGgenmkt.msw

Marketing to Minority Teens (Article Review)
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This 5 page paper critically reviews an article in Advertising Age that looks at the importance of soft drink companies marketing to minority teens. Minority teens are described as begin trend-setters. Bibliography lists 2 sources.
Filename: SA147rev.rtf

Marketing to Specific Cultures
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This 5 page paper considers how advertisements may be targeted at specific cultures within a single cu try. This paper shows and advisement aimed at a culture and shows how it is used with the advertisement to appeal to the target market without alienating other target markets. The bibliography cites 3 sources.
Filename: TEculturead.rtf

Marketing Washing Detergent
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This 7 page paper is a basic marketing paper showing the student how to determine the target market for a washing detergent, looking at the demographics and then considering how influences such as psychological, social and economic factors will impact on the consumers behaviour towards the product.
Filename: TEdemmark.rtf

Marketing: Mercedes-Benz E Class Versus Lexus Gs Series
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This 8 page paper compares the marketing strategies of these two companies. Specific topics include: target markets; relationship marketing; promotional strategies; marketing mix, such as product, promotion, distribution, selling, public relations, pricing strategy; a comparison of Web sites and the audience they seem to be targeting; international marketing and recommendations for Mercedes to compete better with Lexus. Bibliography lists 12 sources.
Filename: PGmrlx.rtf

Martha Stewart
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What have we done to deserve Martha Stewart? This 5 page paper explores the possible answers to that question and takes a look into the business of being Martha Stewart. Bibliography lists 2 sources.
Filename: KTmartha.wps

Mass Media and Advertising
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A 9 page paper which discusses how mass media effects advertising. The paper illustrates that the relationship between the two is very similar, in that the mass media, no matter the organization, group, company, station, or corporation, has need of involving itself in advertising their particular entity in order to gain attention from the public. In this, it is obvious that mass media and advertising effect and influence one another. Bibliography lists 6 sources.
Filename: RAmedadvt.wps

Mazda – Positioning a Product Line (Case Study Analysis in Q&A Format)
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This 8 page paper answers four questions asked about Maze's marketing campaigns. Mazda6 and Protege are two vehicles of focus. Bibliography lists 2 sources.
Filename: SA614Mzd.rtf

McDonald's And Marketing - Article Review
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This 4 page paper provides a synopsis of a journal article entitled McDonald's secret marketing sauce. The article discusses the company's marketing approaches through the years. The writer reports highlights of the article. Bibliography lists 1 source.
Filename: PGmcdad.rtf

McDonald's And Obesity
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An 11 page paper that discusses different aspects of the topic. Should Ronald McDonald be eliminated? In light of recent laws about advertising in France, what should the company do? Is there evidence that banning food advertising to children will reduce the obesity rate among children? These topics are discussed, including court cases, the general issue of obesity in the world, what McDonald's could do and what it has done to address the issue of obesity. Bibliography lists 14 sources.
Filename: PGmcdob2.RTF

McDonald's and Obesity; A Case Study
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This 4 page paper looks at the problems faced by McDonald's and its’ association with unhealthy food and obesity. Answering questions set by the student paper discusses the problems of using a cartoon character to advertise to children, the potential of a law banning fast food advertising to children, whether or not advertising should be banned even if obesity rates in children are not falling in countries which have a ban in place and the problem is that the company has faced in the UK trying to overcome its unhealthy image. The paper ends with some commendations for a short-term and long-term strategy. The paper is based on a case study provided by the student
Filename: TEMcDunhel.rtf