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Papers On Advertising Issues
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New Age Marketing
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This 10 page paper considers how marketing along with corporate attitudes have changed in the wake of events such as the bankruptcy of Enron and WorldCom and the terrorist attack on the World Trade Centre on September the 11th 2001. The paper looks at the attitudes and pressures and how they have manifested in marketing campaigns. The bibliography cites 7 sources.
Filename: TEseptma.rtf
Nike Inc Analysis
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This 5 page paper focuses on specific aspects of Nike's operations. These include a brief history of the company, including how the 'swoosh' became its logo, the company's mission statement, target market, competitors, pricing and marketing strategies. Distribution channels are also discussed, including Nike's venture into e-commerce. Bibliography lists 5 sources.
Filename: PGnike2.rtf
Ogilvy on Advertising
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3 pages in length. Compares this book by David Ogilvy to that of Market Segmentation by Art Weinstein and The Marketing Imagination by Theodore Levitt. The focus of this paper in on the book by David Ogilvy and the interesting and informative impact of this book on the field of advertising. Bibliography lists 3 sources.
Filename: JGAogilv1.wps
Pepsico: Their Place in the Soft Drink Industry
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11 pages. Looks
at the Pepsico organization and its use of the five forces model
of competition, that is, the rivalry among competing sellers,
suppliers, buyers, potential new entrants to the soft drink
inudstry, and firms with substitute products such as juice and
water and the five competitive strategies model which includes
low cost leadership, broad differentiation strategy, focused low
cost, focused differentiation, and best cost provider in the cola
wars. Bibliography includes 6 sources.
Filename: JGAsoftd.wps
Pester Power; Why Marketing to Children is Big Business
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This 9 page paper considers how children are valuable to marketers. Advertising aimed at children can be very controversial, this paper looks at how and why children may be the target of advertising, and why children have the power to influence purchase decisions. The paper sites real life examples to illustrate points raised. The bibliography cites 12 sources.
Filename: TEpester.rtf
Pfizer Inc.: Publics And Public Opinion
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This 5 page paper discusses Pfizer Inc. The writer identifies the different publics the company serves and comments on the inactive publics and why the company needs to consider these groups. The essay also discusses public opinion and how Pfizer is attempting to change the negative opinion Americans hold towards pharmaceutical companies. Finally, the writer comments on the effectiveness of the companies messages to the public. Bibliography lists 8 sources.
Filename: PGpzrpr.rtf
Pharmaceutical Advertising in Europe & The United States
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This 30 page report discusses the similarities and differences of pharmaceutical advertising in the U. S. and Europe. Other advertising issues of importance to the drug industry - cost of advertising, regulatory constraints, advertising ROI, consumer perception - are also examined. The current health care system and its interaction with pharmaceutical companies, as well as the future of the pharmaceutical industry are reviewed. Bibliography lists 33 sources.
Filename: Pharmacy.wps
Philip Morris And Court Cases
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A 5 page paper. Tobacco companies are facing numerous lawsuits from individuals and families of persons who have died due to a tobacco-related disease. They are also in the process of making payments awarded to 46 states in 1998. This paper reports on some of the cases Philip Morris is facing. It also discusses the proposed change in the company's name and the tactics behind this change. Bibliography lists 7 sources.
Filename: PGphlmr.rtf
Philip Morris to Youth: "To Smoke or Not to Smoke"
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5 pages in
length. This hard-hitting paper examines the ad campaign by
Philip Morris to discourage teens from smoking. But is that what
the campaign is really about? Discussion includes the use of
logos, pathos and ethos, descriptions of the commercials in
questions, as well as their underlying meaning. Bibliography
lists 5 sources.
Filename: JGAcigrt.wps
Plato, Music And Advertising
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This 11 page paper provides a comparison
of Plato's theory of music utilization and the use of music in
advertising. Bibliography lists 11 sources.
Filename: KTmuspto.wps
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