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Papers On Advertising Issues
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Case Study: Organizational Practices
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This 4 page paper responds to student-generated questions: Is it more important to do the right thing or to do things right? Whose ethics should be used as the standard for companies? How do internal and external politics play a part in the organization? Who should organizations be accountable to? Examples student has witnessed that are unethical or illegal. Bibliography lists 4 sources.
Filename: PGorqst.rtf
CDNow and N2K
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A 7 page research paper that provides a business analysis of the recent merger between CDNow and N2K. CDNow and N2K had many problems in common. Both companies had expanded revenue and losses for the fourth quarter and all of 1998. Both companies were facing stiff competition form Amazon.com. They both had to devise methods and advertising to get their names as well-known to the CD-buying public as Amazon.com. They both needed to satisfy their investors while remaining competitive in the online marketplace. With so many problems in common, it made sense that CDNow and N2K decided to merge and combine forces in trying to combat the behemoth Amazon.com. Bibliography lists 5 sources.
Filename: 90cds.rtf
Celebrities In Advertising
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The traditional view has been that celebrity endorsements give a brand a touch of glamour and that a famous face will provide added appeal and name recognition in a crowded market. This 6 page paper argues that the use of celebrities in advertising is not as advantages as it once was inasmuch as the alternatives (humor and music) are more cost effective as well as provide better recall. Bibliography lists 8 sources.
Filename: KTcelbad.wps
Celebrity Endorsements
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A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.
Filename: PGclbend.rtf
Changes in the Advertising Industry
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This 8 page paper outlines changes that have occurred in recent years in the advertising industry. Several issues are broached including globalization and the effect of the Internet. Bibliography lists 5 sources.
Filename: SA144adv.rtf
CHANGES IN THE CONSUMING BEHAVIORS OF AMERICANS AND THE INFLUENCE OF MARKETING
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This 3 page paper discusses the influence that marketing has on culture and the average american person. Bibliography lists 1 source.
Filename: MBamerican.rtf
Changes in the Culture of New York City's Advertising Industry
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This 5 page paper takes a look at the advertising industry in New York City. How it has changed over time is examined. Various aspects are discussed including the effect of the economy, technology and government regulation. Bibliography lists 2 sources.
Filename: SA440ad.rtf
Characteristics of the Advertising Agency in America
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This 5 page paper presents an overview of advertising in the U.S. and how its corporate culture has an effect on its management style. McCann Erickson is used as an example. Bibliography lists 2 sources.
Filename: SA206Ad.rtf
Children And Youth As Consumers
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This 15 page paper begins by providing data about the population of children in the U.S., divided into age groups. The paper then discusses the astounding buying power of children under the age of 18, both in terms of direct purchases and in terms of influencing parents' purchases. Data are then reported regarding the types of purchases children make. Following these data is a comprehensive discussion of the consumer socialization process as it relates to youngsters. This discussion inherently includes cognitive and social developmental processes and the identification of three specific types of consumer segments in which children are categorized. At the end of this section, the writer comments about how marketers use children to influence their parents' purchasing decisions as well as their own direct purchases. Bibliography cites 15 sources.
Filename: PGchlcon.rtf
