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Advertising Essay Topics & Paper Examples

Paul Lutus Advertising

In his article entitled Consumer Angst written in 2007, Paul Lutus claimed that “No matter how true any single advertisement is, modern advertising, taken as a whole, tells a lie — that you need the thing being advertised. ” To explain his point, Paul Lutus further claims that valuable consumer goods need not be advertised because it is a necessity by itself and no promotion is needed for it to attract and obtain sales. Moreover, he explained that the quality of the product should speak for itself and there is no need to “waste company’s money asserting the obvious”. In his above-mentioned arguments, Paul Lutus obviously focuses only on one aspect of advertising which is to sell. He missed to…

Persuasive Advertising

Advertising plays an important role in our diverse, media-saturated world. It surrounds our everyday lives. It is in everything we do, whether we are looking for a number in the phone directory, taking a ride down a road, or watching TV. According to Jamie Beckett’s article in San Francisco Chronicle, “The average U. S. adult is bombarded by 255 advertisements every day–100 on TV, 60 in magazines, 50 on the radio, and 45 in newspapers” (Beckett). More recently, Advertising Age estimated that the average American sees, hears, or reads more than 5,000 persuasive ads a day, which means that there is almost nowhere we can avoid their presence. Today, ad agencies spend more than $300 billion in the United States…

Effectiveness of Advertising

DEFINITION: Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. MEANING: Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Advertising messages are usually paid for by sponsors and viewed via various traditional including mass media such as newspaper, magazines, television, radio, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. CONCEPT: The word advertising is derived from the Latin word, “adverto” “ad” meaning towards and “verto” means to turn. Literally it means…

Abercrombie & Fitch Guys Stripped in Singapore

Concept Branding: How A&F used branding in the new market- Singapore. Brands convey the information to customers and then induce loyalty. Good brands create distinct brand personalities and trigger emotional associations that help the customers connect with brands. This article will analyze A&F’s branding strategies Summary Abercrombie & Fitch, the brand that is well loved for its American-style, cool, casual and trendy clothing, is now aggressively expanding into Asia. Before its grand opening in Singapore, 40 muscular half-naked men stood outside the still unopened store. The alluring smiles and eyes, free hugs, and photo shoot caused a stirring riot. In addition, A&F launched the giant four-floor advertisement at a traffic-heavy shopping area, the muscular topless man wearing extremely low-slung jeans…

Snapple Case

Question 1 – In the period of 1972 to 1993, why do you think that Snapple flourished when so many small Start–‐ ups premium fruit drinks stayed small or disappeared? The growing success of Snapple can be explained with 2 of the four principals of marketing mix. Marketing mix describes the set of tools that management can use to influence sales, in the traditional formulation: the 4Ps of marketing—product, price, place, and promotion. Analyzing the case is perceived that Snapple differentiated themselves through Place and Promotion. After they turned a marketing executive his chief for sales and marketing the company redefined its promotion strategy and expanded its distribution. Regarding Place, the merit was to keep the expansion of the current…

Swot Analysis for Modess

Strengths: Modess is household name in the Philippine market. Modess also occupies a position on the top three brands that dominate the female consumer’s mind when it comes to sanitary pads. Modess is one of the consistent top sellers of Johnson and Johnson and is a source of a big part of Johnson and Johnson’s total revenue. Due to this fact, Johnson and Johnson has created a division in their company solely for Modess, giving Modess more resources for innovation and advertising. Based on numerous reviews found online, Modess Sanitary Napkins have more than delivered a satisfactory service with a moderate price. A common denominator on all of the reviews gathered for this study is that a positive reception is…

The Changing Advertising Techniques

Ann McClintock’s, “Propaganda Techniques in Today’s Advertising,” is just a part of a much bigger work in progress, focusing on the way propaganda techniques are used to influence consumers. McClintock’s definition says, “Propaganda is a systematic effort to influence people’s opinions, to win them over to a certain view or side. Propaganda is not necessarily concerned with what is true or false, good or bad” (239).The author informs readers of seven basic types of techniques using division and classification, so the large quantity of information given is manageable without confusion. McClintock states, if we think clearly rather than letting propagandists do our thinking for us, the flaws of an argument become visible. An advertisement printed on the day of President…

The Role of Marketing – Public Relations

Marketing Public Relations (MPR) The Institute of Public Relations defines Public Relations as “… the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics”. The words deliberate, planned and sustained are crucial here, as companies cannot hope to “do a bit of PR” in isolated bursts and hope for the type of results which come from a more concerted effort. Because public relations is involved with more than just customer relationships, it is often handled at a corporate level rather than at the functional level of marketing management and it can be difficult to integrate public relations fully into the overall promotional plan. Prof. Kibera defines Public Relations as “a firm’s communications…

The United Colors of Benetton- Case Study

The Bennoton case is very original. Their ad campaigns use what they refer to as “shock value” in order to attract customers, not only to their product but to help people focus on global problems. It is a very unconventional method, though I believe it has achieved its goals. Many people have been paying attention to such advertisements and won’t soon forget the Benetton brand. As Toscani said in the case study “Most good ads are forgotten after six months, but who still remembers the Benetton ad with the priest kissing the nun? Ten years later and people remember! That’s mortality!” It makes one wonder as to what was the true goal in advertising, getting their global message across, or…

Advertising and Potential Buyers

Advertising is a favorable representation of product to make consumer, customers and general public aware of product. It let the potential buyers, general public and end users to be aware and familiar with the brands and their goods and services. Before going on the importance of advertising, we would have an introduction to advertising first. Advertising can be define as a paid form of non – professional but encouraging, complimenting and positively favorable presentation of goods and services to a group of people by an identified sponsor. It does not include distribution of free samples or offering bonuses, these are sales promotion. In simplest words advertising is introduction, to consumers and general public, of services and goods. Many people think…

Advertising in the Legal Profession

Title: Advertising in the Legal Profession Issue: What is the scope of advertising for the purpose of the prohibition of advertising in the Legal Profession Act of Trinidad and Tobago No. 21 of 1986? Cause of Problem: Schedule No. 3 Part A of the Legal Profession Act No. 21 of 1986 , Sections 6 and 7: An attorney at law may speak in public or write for publications on legal topics so long as he does not thereby advertise his own professional competence and is not likely to be regarded as being concerned thereby with the giving of individual advice. The best advertisement for an attorney at law is the establishment of a well merited reputation for personal integrity, capacity,…

Advertising Mixture of Art and Science

Advertising allows us to communicate a salient message to a large group of consumers faster than any other form of communication. It allows us to truly connect with the consumer; it gives us an opportunity to develop an ongoing relationship between the consumer and a brand. At its best, advertising will create a sense of urgency for the consumer, awareness often honest and accurate that there are products, places, styles or sensibilities that cry out for action or attention. Advertising is a compendium of all communications that consumer sees, feels, touches, hears, smells, and so on. If they are walking through a store, the packaging on particular product is advertising. If they are at home, the direct mail they receive…

Deoderent Market in India

Abstract Topic:- Monopoly or monopolistic competition in Deodorant brands? After seeing so many outrageous deodorant advertisements on television we were wondering whether it affects the consumer behavior and we also wanted to find out whether Axe has a monopoly over this market or not. The aim of this assignment is to compare the parent companies of five deodorant brands with the help of ratio analysis. We are going to consider the time period 2007-12. Primary data was collected through a survey which will help us determine what thinking goes behind purchasing a deo between college students and the office going crowd. To conduct the ratio analysis we used secondary data by obtaining the balance sheets of the various companies. The…

Direct-to-Consumer Advertising

Direct-to-consumer (DTC) advertising of prescription drugs has become common place in today’s society. Every household with a television is aware of DTC advertising as they interrupt their nightly programs. Every national magazine or local newspaper offers advertising on the latest drug remedy for what ails us. This multi-media approach is relatively new for pharmaceutical companies as previously such efforts were directed only at physicians who were the sole decision makers when choosing medications. With the 1997 change in the Food and Drug Administration’s (FDA) guidelines along with patients desires to be more involved in their own care and treatment, drug companies have expanded their promotional efforts to include the consumer. This essay will look at some of the current regulations…

Advertising to children

Over the last few decades advertising has altered the lives of many and in particular children. Children are susceptible to what they see and are more prone to act on a whim. This research paper will analyse advertising which is aimed at children and will test the following thesis statement – Thesis – Advertising misleads children in purchasing goods which they do not need. When you think about this, it may not seem that true. You could argue that you don’t know anyone whose fashion or style is influenced by Hollywood’s stars. But, you know you’ve seen people wearing Sean John or JLo brand clothing. Celebrities also influence fashion much more generally. “Most fashion trends were either started or influenced…

Hulu: An Evil plot to Destroy the World

All quotations and references refer to “ Hulu: An Evil plot to Destroy the World” unless otherwise noted. 1) Hulu succeeded while everyone predicted its failure due to the following reasons: * Hulu harnessed existing technologies namely online video and broadcast media to create a new platform that was “focused on helping users find and enjoy the world’s premium, professionally produced content when where and how they want it”. The platform brought together professional content owners/providers, advertisers and content consumers/users in a platform mediated network. * Rather than choose to be a destination site or syndicate content, Hulu chose to be both by being an aggregator of online video. There were web sites that did this for user generated content…

Secret Recipe

Background Secret Recipe, a popular lifestyle cafe chain, has become a household name following its debut in 1997. Secret Recipe has successfully established in brandname in Malaysia, Singapore, Indonesia, Thailand, China, Philippines, Pakistan,Brunei and Australia by virtue of its fine quality cakes, fusion food and distinctive service. A leading and largest cafe chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JKIM), Secret Recipe in committed to continue toad here to the standards of preparations of all food and processing plant in the restaurant in accordance to the regulatory guideline including HACCP and VHM guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cakes creations and pastries, with a flavourful…

Sunsilk Promotion Strategy

Sunsilk was launched in 1954, in the UK, Sunsilk had quickly become Unilever’s leading international shampoo brand. By 1959, it was available in eighteen countries world-wide marketable devices that identify and differentiate the brand. Brand Branding Decisions Branding strategy is one of the most vital decisions taking by marketers. It is a strategy, which brings lots of positive feedback for a firm. Indivual name: Unilever follow individual name for setting brand name for their different products, such as Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Brand Elements Brand elements can play a number of brand building roles. Band elements are those trades Brand elements Memorable: every consumers mind catches the brand name. Their marketing programs set…

Scotch Whisky in China: A Taste of the Good Life

1. Why are Diageo, Pernod Ricard, and other marketers of global spirits brands localizing advertising campaigns in emerging markets? Diageo, Ricard, and other marketers of global spirits brands are localizing their advertising campaigns in emerging markets because no two countries or their inhabitants are alike. Every country has a diverse set of consumers that have specific tastes and preferences based on geographical location, religion, age, religion, sex, education, and social and economic class as well as consumer perceptions which global brands, specifically global spirits brands, should pay close attention when choosing advertising campaigns to promote their product(s). The advertising campaign each spirits brand uses in their host country is often misinterpreted in global markets and therefore must be localized to…

Child Consumerism

The essay “Kid Kustomers” by Eric Schlosser talks about how children got sucked into the idea of consumerism. It all started in the 1980’s with parents wasting more money on their kids. Now companies such as Kid2Kid, the Gepetoo Group, and Just Kids and other big corporations specialize in finding ways to get kids to buy their products. The author mentions the different ways children nag to get what they want, such as the pleading, persistent, forceful, demonstrative, sugar-coated, threatening and pity nag. The television plays the biggest role in consumerism because of the advertisements that children are watching all day and the effect it has on them. The reason advertisements are the best tactic when it comes to consumerism…

Marketing Peter Pan Peanut Butter to Canadian Markets

Many U.S. consumers are not aware that there are many products that are sold in our country but are not available to countries like China or Japan. A lot of products are only for sale in the U.S. and consumers in other countries have to find other ways of obtaining those products. Some products that use to be sold in Canada have now vanished while others have never been available for purchase so many consumers have to order those products online, if possible, or possibly get some family member or friend from the U.S. to buy and ship the product to them. Some Canadians are now surprised to learn that Coca-Cola Vanilla, or Vanilla Coke, is no longer available to…

Nike Promotions

After looking at Nike’s marketing strategy with respect to product, price, place and promotion, the outstanding success of the brand name calls for more attention to Nike’s promotional strategies. Nike’s promotions and advertisements have been deemed the best in the retail industry. The “Just Do It” slogan is supposedly one of the most famous and easily recognized slogans in advertising history. It would be safe to claim that brand management is easily one of Nike’s core capabilities. With the company’s advertising budget today reaching $2.4 billion, it is worth looking into Nike’s advertising strategies and how these strategies helped strengthen the brand image. 1980-1988: Early Advertising Before television advertisements, Nike released several successful print ads. One of its earliest print…

Advertisements

Advertisements surround us in our everyday lives, they have become so integrated in our society that there is almost nowhere you can venture without their presence. In my opinion, it doesn’t fulfill its primary purpose – to provide the customers with information about products. Some opponents of advertisements even claim that most advertisers use unethical ways to establish a need for their products thus encouraging them to buy more and more. To achieve that, advertisers use countless means, such as aggressive advertising, to catch the customer’s eye. It’s a widespread opinion, that too much advertising is a significant problem nowadays. It’s difficult to argue that, with an increasing part of the broadcasting time devoted to commercials, they are becoming extremely…

Advertising and People of Color

In their article “Advertising and People of Color,” Clint Wilson and Felix Gutierrez talk about stereotypes being portrayed in the media, even today. A good example of this is of the Aunt Jemima pancake mix. Then, the company featured a stereotypical, heavy, loud black woman (mammy) advertising the pancake mix. Some of the advertising was more neutralized; for example, Rastus is shown serving both black and white children breakfast (284). Another issue Wilson and Gutierrez talks about is the courtship of blacks and Latinos in advertising. From the civil rights movement, advertisers specifically targeted minorities, specifically blacks and Latinos for products such as liquor and cigarettes, but also advertised to minorities in culturally related advertisements. Articles such as “America’s Spanish…

Brand Management Sara Lee: The Unno Launch

1. What were Grupo Sans’ brands and what brand identity did they have? Grupo Sans, a leader in Spanish underwear market in 1970s and 1980s, was founded in 1960 in Mataró. Becoming a part of Sara Lee Corporation, the multinational company with the biggest at that time textile division in the world, in 1991, contributed to the growth and development of the company, and has led to the fact that 9 years later(in 2000) Grupo Sans’ income accounted for more than one-fourth of Sara Lee’ income in Spain. Source: Google Images Name Year Target Group Values Name Year Target Group Values Name Year Target Group Values Abanderado 1963. 1st underwear brand of Grupo Sans. Men and young boys. Was the…

The World of Advertisement: Tricks of the Trade

In the era of globalization, advertising plays a major role in the competitive business world. Nowadays we go through thousands of posters, billboards and fliers. Many industries capitalize on the power of advertising to attract or win customers away from their business rivals. The impact of advertising is so huge, that it causes many people to purchase things they do not want initially. Many people do not realize that advertising encourages people to purchase things, by conveying misleading ideas and being negatively influential on their decisions. It still provides the avenue for people to choose wisely about the purchases they make in their life. Some people feel that the power of marketing campaign drives the popularity of certain merchandise; while…

Wieden and Kennedy

Chapter 1: The agency and how it fits within the context of the industry W+K Inc. is an independent, full service, creatively driven advertising agency based in Portland, Oregon. W+K was founded by Dan Wieden and David Kennedy in 1998. Upon working together, the duo recognized great similarities in their advertising philosophies and nurtured a strong business relationship that led them into creating their own advertising agency. Since the establishment of W+K on April 1st, 1982, the company has grown to become one of the world’s leading creative agencies with offices in the United States (Portland and New York), Amsterdam, London, Sao Paulo, Tokyo, Shanghai and Delhi. W+K has been built around the founders’ common tendency to break from the…

Xerox Organizational Plan

The Xerox Corporation is on a mission to use superior technology to deliver quality products to the market. Part of the company’s vision is to have a premium return on its assets. Currently they have a strong market share with large corporations, however are weaker among the growing market of small to medium sized businesses. The company’s mission is: Through the world’s leading technology and services in business process and document management, we’re at the heart of enterprises small to large, giving our clients the freedom to focus on what matters most: their real business. (“Xerox – Company Facts”, n.d.) In Xerox’s mission the executive leaders have set forth a goal to increase market share among small to medium size…

A Message Without Words

Select one (1) of the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention to. Craft a message for this image and its appeal to the public on behalf of Benetton. The message selected for revitalizing a social conscious campaign to address a world issue that Benetton wants to draw attention to is, adoption and racial tolerance. Benetton wants people to realize that many children go without a real home or parents to love them and never get a real chance at childhood. They may…

Advertisement Is the Legalised Form of Telling Lies

100% yes. Most advertisements and advertisers make totally false claims which is far from reality. And they call it creativity. It is nothing but lying and society has grown to accept it.If the strict definition of “cheating” is taken, as is commonly defined in most countries across the world, then most advertisers and the companies would have to be put behindbars for the offence.A great many of the statements that advertisers make are not literally true. Our chocolate is out of this world, it is so delightful that you will forget all your problems and feel like you have gone to heaven. In most countries, actually lying in an advertisement is illegal. The art of the sale is not in…