Google
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A 4 page research paper that summarizes and analyzes an article Robert Weisman, “Why Google makes everyone else nervous” (May, 2006). Then the writer briefly explores other sources to verify the accuracy of Weisman’s assessment and finds it to be highly accurate. Bibliography lists 4 sources.
Filename: khgoogle.rtf

Google's Entry into the Email Market (Analysis in Question and Answer Format)
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This 19 page paper examines Google and competitors, with attention to email programs. Five questions are answered. MSN Hotmail, Yahoo Mail and Gmail are compared and contrasted. Research is provided to support the assumptions. Bibliography lists 7 sources.
Filename: SA806Goo.rtf

Green Marketing And Societal Marketing
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A 14 page paper. For the last three decades there have been intermittent attempts at marketing campaigns that emphasize the environmental safety of products. Concern for the environment has become a common and popular theme among consumers in many regions of this world. This essay explains green marketing, the principles of green marketing, the past failures of green marketing and the different segments of green consumers. The second part of the essay discusses societal marketing, the principles of societal marketing, the movement towards sustainability and the concept of the triple bottom line, and Kotler's five societal marketing concepts for which companies should be responsible. The writer also comments on the reasons consumers became cynical about marketing campaigns promoting environmentally-safe products. Survey data are included. Bibliography lists 14 sources.
Filename: PGgrnmkt.rtf

Haagen-Dazs Marketing Analysis
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An 8 page paper. While most ice cream companies market their product to children, Haagen-Dazs has always targeted the adult market. As one writer said: "Haagen-Dazs transformed a stagnant and declining market dominated by established brands with little or no interest in innovation by extending the appeal of a product that was once just a children's treat to become an adult indulgence." This essay provides a short background discussion of the company, including the recent sale to Nestle. The essay includes discussions about Haagen-Dazs use of the 4Ps, market segmentation, competitive advantage and innovative marketing techniques. Bibliography lists 11 sources.
Filename: PGhaadaz.rtf

Hall & Stamp's Meaningful Marketing
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This 6 page paper evaluates this book that takes a unique approach to marketing. The review applauds the book for its authenticity and solid research. No additional sources cited.
Filename: SA422HaS.rtf

Hewlett Packard; Communication with External Parties
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This 4 page paper examined how the well known technology company Hewlett Packard comicalities with the public. The paper looks at different forms of communication, including annual reports and marketing as well as the use of e mail and the internet. The bibliography cites 3 sources.
Filename: TEHPcomm.rtf

Hey, Whipple!
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This 4-page paper discusses Luke Sullivan's book 'Hey Whipple, Squeeze This,' which talks about the Charmin toilet paper ad campaign that shouldn't have worked but did. It also briefly mentions the evolution of the advertising industry. Bibliography lists 1 source.
Filename: HVWhippl.rtf

History of Print Advertising
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4 pages of information on early print advertising, the evolution of the newspaper, yellow journalism, etc; No bibliography.
Filename: Adprint.wps

History: The Depiction of Women in Advertising
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A 13 page paper which examines the history of how women have been portrayed in magazines. Bibliography lists 10 sources.
Filename: RAmagwmn.rtf

How "Rolling Stone" Magazine Sells Sex In Their Advertisements
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In 5 pages, the author discusses how sex is used in advertising in "Rolling Stone" magazine as well as in other advertisements. Bibliography lists 5 sources.
Filename: Sexrs.wps

How Consumer Product Companies Work With Sports Brands In Cross-Promotional Advertising
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24 pages in length. Maintaining one's competitive edge while immersed within the local and global marketplace not only takes substance and endurance but also an inherent ability to see beyond tomorrow. Establishing a company's firm grip upon the many variables that are associated with competitiveness is a challenge that most consumer product companies have encountered with a mixture of eagerness, anxiety and anticipation. It is not always an easy venture to maintain one's established position given the consideration of respective infrastructure and labor costs, cultural barriers, as well as monetary fluctuations. The desire to break free of the constraints associated with standard advertising techniques has become all-important to the future of advertising as a whole, which has become quite apparent with the presence of consumer product companies working with sports brands in cross-promotional advertising. Bibliography lists 15 sources.
Filename: TLCBrdAd.rtf

If Marketing Aims to Meet Customer Needs Why are Customers Rights an Ongoing Issue?
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This 10 page paper looks at the role or marketing and considers why, if marketing aims to meet customer expectation consumer rights are such an issue today. This subject is approached from the perceptive of business management and corporate social responsibility (CSR). The bibliography cites 14 sources.
Filename: TEmarkCSR.rtf

Image Analysis Of Two Different Advertisements
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3 pages in length. The desire to enhance physical features with such tools as color and adhering objects to the body has held historical importance throughout the human time line. Whether for personal or cultural identity, adorning the body serves to distinguish social status and gender; some cultures engage in the practice of physical mutilation as an expression of beauty while others cover their flesh in permanent artwork. Contemporary society has not only continued the practice of personal adornment as a statement of identity but has done so to the point of tapping into the duality of vanity and insecurity, with women especially being targeted to always second guess their beauty by the barometer of media influence. Bibliography lists 2 sources.
Filename: TLCanalads.rtf

Images In Advertising / How They Manipulate The Consumer
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A 5 page research paper that discusses how advertising campaigns use specific images to manipulate the consumer into believing he or she must have the product. The images appeal to basic and universal desires which is the reason they are so successful. Specific images and companies are used as examples. Bibliography lists 4 sources.
Filename: Advrimag.wps

Impact of Advertising
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A 3 page research paper that presents an argumentative essay on the nature of advertising and suggests that advertising, in many cases, as gained too much influence, especially in regards to corporations designing lesson plans for school children. Bibliography lists 2 sources.
Filename: khiofadv.rtf

Impulse Buying
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A 4 page exploration of this consumer phenomenon. This paper identifies several factors that relate to impulse buying. Bibliography lists 2 sources.
Filename: PPadImpulseBuying.rtf

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 Communication and Creating Brand Awareness
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This 4 page paper is written in two parts, the first part looks at what advertising and promotion is so importance in an integrated marketing communication (IMC) strategy. The second part of the paper considers the way that brand issues and desired image need to be considered before formulating a brand strategy. Both sections are illustrated with examples from the marketing of Calvin Klein. The bibliography cites 5 sources.
Filename: TEcalvink.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

Internal Influences On Consumer Behavior - Starbucks
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This 14 page paper discusses a number of issues beginning with the typical Starbucks customer and motivation for purchasing, using Maslow's Needs theory. The writer then identifies the personality theory and the trait theory that are most applicable to Starbucks' customers as well as brand personality. The section on perception discusses attributes of Starbucks as compared to Dunkin' Donuts. Shaping consumer thinking is discussed. The paper makes recommendations regarding advertising media. Numerous other topics are discussed, each is related to marketing. 1 Table included. Bibliography lists 12 sources.
Filename: PGntsbc9.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

Kudler Fine Foods Web Site
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This 10 page paper looks at the way a web site for a fictitious company is designed, what is good and where there is room for improvements and then suggests improvements that could be made. The bibliography cites 6 sources.
Filename: TEkudweb.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