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The Star System in Hollywood, 2008.
This paper looks at the star system and its contribution to the development of Hollywood public relations and advertising strategies.
1,755 words (approx. 7.0 pages), 6 sources, MLA, $ 56.95
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Abstract
The writer of this essay explains that the Hollywood star system was developed prior to the 1920s, but perfected by the 1930s as a way to develop a studio 'brand,' and keep people coming to the cinema week after week. The writer notes that by finding, training, developing and promoting talent, Hollywood's studio moguls were able to control product and insure on-going success. In this article, the writer explores how the star system was created and how it contributed to Hollywood's enduring success. The writer discusses that this contrasts with European cinema, which tended to be far more personal, director-driven and less oriented to developing a 'brand,' other than for the specific director.
Outline:
Introduction
The Impact of the Star System on Film
Origins of the Star System
1920s: Rise of Star Power
1930s: Decade of Studio Power, Heyday of the Star System
Conclusion: The Breakdown of the Star System
From the Paper
"The studios were able to weed out the independents through the above-named actions. They were helped by the environment and technology as well. Specifically, the coming of the 'talkies' in 1927 made it more expensive for studios to produce competitive films. This helped to weed out the less-competitive independent studios. Secondly, the Crash of 1929 and the subsequent Depression had a negative effect on weekly film attendance, making it more difficult for less widely-distributed or financially weaker films to survive. As a result, the studios were able to consolidate their movie-making and -distribution strategies, and to increase their bargaining power with their stars.
"There were monumental battles between the stars and their studio heads--but only where the stars felt that they could withhold their services and do real damage to their bosses."
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Advertising in the US and Europe, 2008.
A review of five articles that demonstrate the challenges of American companies advertising in Western Europe.
1,208 words (approx. 4.8 pages), 4 sources, APA, $ 41.95
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Abstract
The paper reviews five articles on the topic of Europeans using US-developed advertising techniques for European audiences and American companies developing their own approach to advertise to Europeans. The paper looks at "Counter-attacking the Kremlin" by The Economist, "Marketers Have Eyes on the 'Third Screen' by Pfanner, "Direct-to-Consumer Advertising Debated in the United States and European Union" by Guthrie, "'Culture' and the Limits of Innovation in Marketing" by Ernest Dichter and "Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s" by Schwarzkopf. The paper highlights the cultural insecurity of the European Union and shows how advertising freedoms in the US can be viewed as threatening in Europe.
Outline:
Introduction
"Counter-attacking the Kremlin"
"Marketers Have Eyes on the 'Third Screen'
"Direct-to-Consumer Advertising Debated in the United States and European Union"
"'Culture' and the Limits of Innovation in Marketing"
"Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s"
Analysis and Recommendations
From the Paper
"We take our advertising freedoms in America for granted. In Russia, the non-governmental media outlets have been shut down one after another. There is only one major private media outlet left as of the time of this Economist article: New Times. The brave editors of this newspaper have persisted despite Kremlin-directed assassinations of journalists, persecution of media editors, and revocation of the licenses of those who are not willing to toe the Kremlin's political line.
"The point of the Economist article is that Europeans have, for the most part, attempted to assuage the Kremlin by turning in the other direction as anti-democratic press suppression is taking place at their doorstep. Appeasement isn't working, says the Economist."
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Credibility in Sales, 2008.
An analysis of communication strategies that enhance credibility for salespeople.
3,370 words (approx. 13.5 pages), 15 sources, APA, $ 95.95
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Abstract
This research proposal discusses the specific factors that contribute to the perception of a salesperson's or an organization's credibility. It first discusses the impact that the Internet has on the perception of credibility of organizations' online advertising among the consuming public. The paper then looks at what steps salespeople and companies can take to develop an improved perception of credibility among the consuming public. Finally, the paper discusses in which industries and for what products and services credibility is deemed most important.
Table of Contents:
Introduction
Review of the Literature
Research Questions
Methodology
Conclusion
From the Paper
"The research showed that the essence of credibility is worthy of being believed and trusted. The research also showed that gaining and keeping market share in an increasingly globalized marketplace is a challenging endeavor, but successful companies are able to do so by ensuring that the consuming public perceives them as credible and their products or services will do what they say they will. In fact, even the absolute best product or service on the market will likely not sell as readily as those that are perceived as having more credibility by virtue of a salesperson's or organization's ability to communicate these sometimes-nebulous values to the consuming public. The proposed study will fill in some existing gaps in the body of knowledge concerning credibility among the consuming public, particularly as it applies to the dynamic online marketing environment today."
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Box of Chocolates, 2008.
This paper discusses the identity and marketing of different chocolates, examining Milka Chocolate and Ferrero Rocher.
1,742 words (approx. 7.0 pages), 5 sources, MLA, $ 56.95
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Abstract
The writer notes that although the multibillion dollar industry of chocolate has thousands of different products to offer, this essay focuses on only two of them: Milka Chocolate and Ferrero Rocher. The writer points out that both Milka and Ferrero are products created by international companies which have excelled in producing highly superior chocolate for over a century. The writer then discusses that the similarities between the two brands, however, end there, mainly because they have chosen two very different market segments. Both have carefully crafted, unique images. Milka is presented as one of the best chocolates for children and young people having milk as one of its main ingredients, while Ferrero Rocher is shown as the embodiment of refined almost, elitist-like chocolate, suited only for celebrations or special occasions. Additionally, the writer discusses how the companies gained these identities.
From the Paper
"Philippe Suchard is the Swiss who in 1824 first founded the Suchard Company and successfully produced this chocolate. However, it was not until the year 1890 that the milk was added into the chocolate's recipe, thus creating for the very first time Suchard's milk-chocolate. It took 11 more years, until 1901 for the brand Milka to be born. The very first paper used to wrap Milka in was purple presenting a picturesque image of the Alps, with a cow, having a bell around her neck, in the foreground. The name "Milka" has actually been created by using the two German words Milch (milk) and Kakao (Cocoa). Nowadays, Milka has the world-renowned package presenting the purple one of kind Milka cow, with the Alps in the background.
"It is said that a cow was chosen to promote the brand as it embodies better than any other animal the origin of the Milka brand."
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Fashion Models, 2008.
A discussion on how the media influences women to be thin, affecting even those females who are not overweight.
1,326 words (approx. 5.3 pages), 7 sources, MLA, $ 44.95
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Abstract
The paper states that no media outlet strives to influence public perception more than fashion magazines, and in their quest to mold public opinion, fashion magazines have had a negative impact on how women perceive their bodies. The paper comments that the consequences have been frightening. Images of overly-thin fashion models have had a negative effect on the self-esteem of women, and this low self-esteem has led to dangerous conditions, such as eating disorders. The paper highlights that the desire to be thin among American women, which has largely been driven by media influence, affects even the youngest females who are not overweight. The paper concludes that it is time for the fashion magazine industry to stop claiming that it cannot control this problem.
Outline:
Introduction
Fashion and Self Esteem
Wrestling with a Solution
Conclusion
From the Paper
"Is there a way to remedy the hazardous effect that super-thin models have on women's self esteem? It's possible, of course, for women to simply stop purchasing magazines that are making them feel poorly, although they will likely encounter these same models in other media, such as television. Also, some would argue that models should look thinner and more beautiful than the average woman -- they are, after all, models. But turning a blind eye to the problem is to ignore overwhelming research that shows that ultra-thin models are posing a public health risk for America's women, let alone the risks those models are enduring themselves. To solve this problem, the fashion industry should borrow a strategy from high school and college wrestling, which have dealt with dangerous weight problems by requiring wrestlers to maintain a certain level of body fat in order to compete."
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Turn Off The Television!, 2008.
A persuasive essay against the dominant influence of television in American culture, specifically on children.
874 words (approx. 3.5 pages), 5 sources, MLA, $ 31.95
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Abstract
The writer asserts that because of advertising to children on television, children now nag their parents to buy what they want and they become the consumers of the future. The writer reveals that advertisers know that children are cognitively not developed enough to resist such advertising and once these consumption patterns are established early on in life, they will be difficult to eradicate. The writer uses the Dora the Explorer television character to illustrate how an entertainment show has become an advertising medium for an expensive cereal. The writer discusses the need to ban advertising to children and proposes that parents should simply ban television from their home and reinstate the family meal as an institution. The writer is passionate about not buying food masquerading as toys, like the Dora the Explorer cereal.
From the Paper
"Turn off the television. This may sound like a simplistic and perhaps extremist statement to make to America's families. But when we as a society get to the point where we are consuming what we watch on television even in our breakfast bowls, it is time to take control of our leisure time and lives. In particular, with children's advertising, the line between entertainment and advertising has grown so blurry that television characters like Dora the Explorer have 'become' cereals, and advertisements for unhealthy processed foods and cheap toys are made to resemble the advertisements of cartoon shows."
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Sponsorship Effectiveness, 2008.
An in-depth study measuring the effectiveness of television sponsorship in Singapore in relation to a service-related product such as MasterCard.
13,458 words (approx. 53.8 pages), 57 sources, APA, $ 249.95
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Abstract
This paper presents a research study that measures the intention to purchase of sponsored product after watching a television program sponsored by MasterCard in Singapore. It ascertains the effectiveness of television sponsorship in Singapore, by predicting the intentions to purchase of sponsor's product or utilize sponsor's services using a modified version of the theory of planned behavior (TPB). Overall, the purpose of the study is to uncover the major influences on the decision to purchase a sponsor's product. Effectiveness of sponsorship has been measured in this thesis using the theory of planned behavior Both, theory of planned behavior and social identity are used to determine whether social identity adds explanatory value to the theory of planned behavior for sponsors.
Outline:
Introduction
Literature Review
methodology
Results and Discussion
Conclusion
From the Paper
"The seventh question explored the relationship between intention to purchase and social identity (family). Question eight explores the relationship between social identity (friends) and intention to purchase. The answers of the respondents have been summarized in Table 8.1. Eighty Five (85) respondents asserted that it is "extremely likely" that for them to purchase a Master Card after watching the National Kidney Foundation (NKF) show sponsored by them is extremely important because of the support they have got from their friends. "
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| Term Paper # 108025 |
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The Effects of Advertising, 2008.
A research proposal to explore the correlation between advertising and consumer purchase motive.
961 words (approx. 3.8 pages), 13 sources, APA, $ 34.95
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Abstract
The paper proposes a market research study to discover how advertising affects or impacts, if at all, consumer purchase motive. The paper predicts that the consumer study groups' individual purchasing motive will correlate with the advertisements tho which they are subjected. The paper notes the general premise that advertisers continue to spend millions of dollars a year on advertisements and concludes with the belief that this study will demonstrate how advertising greatly affects consumer purchase motive.
Outline:
Introduction
Abstract of Study
Hypothesis
Conclusion
From the Paper
"The amount of money spent on advertising consumer products is rising every year. (Graydon, 2003 p. 156). At its most fundamental definition, advertising is paid and is sometimes free communication through a medium in which the sponsor is identified and the message is controlled. The methods used for advertisements are diverse, including publicity, public relations, product placements, sponsorships, underwriting and sales promotion. Further, every medium imaginable is used to send the advertiser's message to the consumer, including television, radio, movies, magazines, newspapers, Internet and billboards. (Young, 2005 p. 76)."
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"Your Best Body in One Hour", 2008.
A review of the strategy and content of an article that Alwyn Cosgrove wrote for the magazine, "Men's Health," entitled "Your Best Body in One Hour."
886 words (approx. 3.5 pages), 1 source, MLA, $ 31.95
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Abstract
This paper discusses the impact that magazine articles have on an individual's self image. It focuses on an article that Alwyn Cosgrove wrote for the magazine, "Men's Health," entitled "Your Best Body in One Hour." The paper discusses the strategy and target audience of the article, as well as the information it contains and the way that the information is spread in the article.
From the Paper
"The targeted public is rather clear: sport fans and especially those interested in fitness and working out. Indeed, the catchy title attracts the attention of most readers because it focuses exactly on the theme of the entire magazine: making the best out of your time in terms of exercising. However, there are a few aspects that can be pointed out. In the first place, the article presents, more or less, an attempt to attract those willing to follow a certain fitness routine. The entire piece however is presented from the perspective of a virtual coach that maintains the contact between the reader and the exact message he wants to transmit. In this sense, the respondent feels a sense of personalization of the message, especially taking into account the colloquial tone of the article. Therefore, the reader feels a first class athlete, possibly a body builder. This is a useful technique for attracting both the attention on the respective subject, and on the overall content of the magazine."
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