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Papers On Advertising Issues
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The Purpose of Advertising: To Improve Sales or to Improve Disposition Toward a �Product�?
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A 3 page discussion of the ultimate purpose of advertising. The author presents the contention that when we consider the importance of advertising to arenas in which money does not actually exchange hands, we realize that advertising is really geared toward improving the buyer�s disposition toward a �product�. That product is not limited to a consumer product, however, but can encompass even the ideology which we incorporate into our personal and political psyches. Bibliography lists 2 sources.
Filename: PPadver2.rtf
The Role & Effectiveness of Print Advertising
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A 6 page paper on the role and effectiveness of print media in influencing public opinion. Specific magazine ads are analyzed and the usefulness of this media is compared with that of television, radio, etc; Bibliography lists 4 sources.
Filename: Printadv.wps
The Role of the Advertising Agency in a New Media Environment
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This 7 page paper looks at the traditional ad agency and how things have changed with the advent of new media. Interactivity is discussed in depth. Bibliography lists 5 sources.
Filename: SA234ad.rtf
The Role Of The Supermodel In Perfume Advertising
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A 6 page paper investigating the creation of the supermodel from the point of view of the perfume industry. The phenomenon of the supermodel is a growing one�in the 1930s, �40s and �50s models were largely anonymous, but they began to be spending more time in the public eye after Cheryl Tiegs. Now, they are celebrities in their own right, albeit ones who sell product. Bibliography lists 5 sources.
Filename: Supermod.wps
The Societal Impacts of Advertising
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A 10 page discussion of the adverse impacts of political and commercial advertising. The author equates the tactics of political advertising to those of savvy advertising specialists hawking name brand tennis shoes and sports apparel. Distinguishing between an advertising promotion and an advertising campaign, the author contends that there is little real information in many campaigns. While both tactics are typically commercial in nature, an advertising promotion is intent on making the availability of a product known while an advertising campaign is intent on integrating the product into our consumer psyches, in making us feel that we cannot live without the particular product, or even a political ideology. Bibliography lists 9 sources.
Filename: PPadCmpg.rtf
The Team Effort in an Effective and Full-Service Advertising Agency
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This 7 page report discusses the numerous components necessary to
create an effective advertising campaign and the fact that an
advertising agency that bills itself as �full-service� must be
able to provide all components of the marketing-advertising
-public relations mix. A hypothetical situation is presented in
which a potential client is the local cable television
conglomerate and could mean as much as an additional $1 million
in the agency�s annual billables. Every member of the agency
team pitching the account -- two creatives (one specializing in
graphic design, the other in media art direction), the public
relations director, the media buyer, the top account executive at
the agency, the agency president, their associated direct-mail
specialist, the finance officer, and even the agency owner, who
always makes an appearance for top clients. In other words, in
order to demonstrate the agency�s capabilities, a full �dog and
pony show� is planned. Bibliography lists 5 sources.
Filename: BWagency.wps
The Use Of Color In Marketing
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This 5 page paper discusses the importance of selecting color schemes in marketing efforts. Research has shown that colors convey messages and create emotional responses in people. Color selections has become a competitive advantage. Specific examples are included. Bibliography lists 4 sources.
Filename: PGcolor.wps
The Use of Digital Manipulation: Its Alteration of Perception and Effectiveness in Advertising
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This is a 5 page paper discussing the use of digital manipulation and its perception and effectiveness in advertising. Historically, images produced by photographers and appearing in public print or advertising were taken largely by the public as true unaltered images. This being said, society today is well aware that digital technology allows for images to be altered rather easily. Nevertheless, the public still believes that many of the images it views are still basically true in their depictions. This perception of the truth becomes distorted especially in the world of advertising when advertisers now have the opportunity to make their products look �better than the reality�. While it has been a given that many of the models pictured in magazines have undergone make-up sessions, what many people don�t realize is that many of the same photographs of the models have been digitally altered to make the models not only appear to be beautiful but they become, through digital enhancement, perfect. The image of perfection can be obtained digitally of course and it is this perception of perfection which advertisers are now able to easily sell to the public. Image perfection is not the only realm used by advertisers and news magazines to sell their products. Digital manipulation also allows advertisers to promote their products using advanced technological overlays which does not intend to deceive the public but can appeal to many different levels and ages in today�s society.
Bibliography lists 3 sources.
Filename: TJimage1.rtf
The Use Of Humor As A Persuasive Device
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6 pages in length. More today than ever before, humor is a critical component in today's society. The extent to which humor lightens an otherwise stressful situation is both grand and far-reaching; that funniness is able to draw people together under a single common denominator speaks volumes regarding its inherent persuasiveness. Speech writers have long understood the tremendously influential power of humor, incorporating its lightheartedness into sermons, orations and lectures every possible chance. Of course, humor is not always appropriate for every type of speech, however, when its presence is a suitable addition, humor can be the one aspect that persuades an otherwise neutral audience. Bibliography lists 6 sources.
Filename: TLCHumorPer.rtf
THE USE OF OPINION LEADERS IN ADVERTISING
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This 15 page paper discusses the use of opinion leader techniques in a specific advertisement, and why opinion leaders are so effective. Bibliography lists 5 sources.
Filename: MBadpsych.rtf
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