"Advertising / Marketing / Sales" Essays

123. . .Last ›
X Filters 

Advertising and Sales Strategy for a Travel Agent Franchise Marketing Plan

Marketing Plan  |  3 pages (1,281 words)
Bibliography Sources: 3


However, a cost effective approach will also include the setting up of social networking media, and the use of advertising though the media sites, which can be undertaken in a highly targeted manner for as little as $1 a day (Facebook, 2014), but more may be advisable. The use of the local newspaper or radio can also be cost effective.


Aim of Advertising

The aim of the advertising will be to generate leads or enquiries. Most potential cruisers want to talk to an agent before they book a holiday; this is a common trait with any potentially high cost purchase (Dickinson & Vladimir, 2007). Therefore it is enquires that are the most important stage, as without these the travel agent will not make sales. With a closing rate that a good, (but not excellent) agent may have of 40% (Dickinson & Vladimir, 2007), and a desire to sell 100 cruises in a year, the marketing should generate 250 serous leads in a year, or 5 a week.


Sales Plan


Distribution Channel

The sales plan will start with the decision to make sales direct to the customer. Dickinson & Vladimir, (2007) note that most cruisers want to talk to a sales agent or travel agent before booking, so a direct channel may be the best approach. This will allow the travel agent to get top know the customers and find out what they want to make sure they are being sold the right cruise. It is also a distribution medium that may help to create longer term relationship so cruisers will once again return to the same agent for subsequent cruise bookings.


Sales Forecast

A forecast can be made for the expected level of sales in the new franchise, it is estimated that there will be 100 sales in the first year, with an average cruise value of $5,000, and from this the agency will earn an average of 14% commission, giving revenue for the firm of $70,000. It may also be estimated that the following year there will be a 20% increase as past customers return and more new customers are obtained.


Sales Budget

The sales budget will need to be managed carefully and kept low due to the initial low revenue. The direct sales strategy will rely on the investor/owner going it alone in the first few years, so they will not have any wages or salaries to pay to others. However, it may be assumed that they do need to draw a wage, and this will be estimated at $35,000. The travel agency is one that can be home based, so overhead and administrative costs may be kept to a minimum, but there will still need to be telephone costs, postage and paperwork, insurance etc. This is estimated at $10,000 per annum.

Table 1; Sales budget



Salary draw




Admin costs


Net revenue



Sales Process

The sale process will usually take place over the telephone, and… [read more]

Advertising to Sales Promotion Ratio Term Paper

Term Paper  |  1 pages (343 words)
Style: APA  |  Bibliography Sources: 1



The advertising to sales promotion ratio has changed during the past decade from what was once a 60:40 ratio, to what is now a 75:25 ratio. Reasons behind this change include the fact that it is a much more competitive marketplace overall, and that companies must compete for sales in an aggressive manner. Another measurement to consider is the Lifetime Value of Marketing Model that values the dollars spent on advertising over the life of a particular product, not just the life of the ad campaign itself.

"The so-called Lifetime Value of Marketing Model makes a strong case for sharper advertising copy, a higher advertising-to-sales dollar ratio." (Neff 2000-page 4) Most for profit business' consistently study industry trends, and are copiously aware of the costs of producing and selling their product. If studies show that more profits can be generated by spending additional advertising dollars on each sale, then most business' will likely spend those dollars.

Another factor to consider as to why the ratio has changed so dramatically is…… [read more]

Database Marketing, Sales Force Automation Term Paper

Term Paper  |  8 pages (2,511 words)
Bibliography Sources: 1+


In a recent survey, Best Practices noted that financial companies often use sales force automation to improve prospects. A financial services company may use sales force automation to successfully improve product lists, leading to sales. In this situation, the techniques have segmented customers, and revenue per salesperson may increase at a double-digit rate (Kaneshige).

There are numerous other examples of… [read more]

Marketing Research Paper

Research Paper  |  2 pages (928 words)
Bibliography Sources: 3



Discuss the aspects of the elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements.

The creation of an effective integrated marketing communications strategy requires the coordination of advertising, direct marketing, sales promotion, publicity and public relations (PR) and personal selling all aimed at a common goal. The greater the level of synchronization across these elements the greater the potential of strategies being effective and goals being attained (Kitchen, Kim, Schultz, 2008). The role of social media has accelerated the need for synchronizing each of these specific components together into a concerted and focused effort (Mangold, Faulds, 2009). With the high need for coordination in mind each of the elements of the communication mix are defined including their strengths and weaknesses. Advertising's strengths include being able to quickly define and sustain a brand's value proposition, be instrumental in launching a new product, define competition position and value, and define the value of products by benefits rather than just features. The cons or negatives of advertising include cost, lack of precise targeting in print-based advertising, and the need to repetitively advertising to see any long-term effects. Direct marketing's strengths include ease of tracking results (Hester, 2009), cost efficiency, control over creative messaging, and fast time to deploy. The negatives or cons of direct marketing is that consumers are beginning to view it as spam, the lack of quality in specific direct marketing programs is hurting the entire industry, and postal costs are again expected to increase which will increase the costs of this strategy. Sales promotion's strengths include the ability to directly impact the initial trial of a product, the ability to create targeted strategies across print and online channels (Wakolbinger, Denk, Oberecker, 2009) and the advantage of precisely targeting the sales promotion to specific audiences. The cons or negatives are first the costs, which can become very high if a product trail is involved. Second, the timeframes for executing sales promotions and the need to keep campaigns running continuously for this strategy to be effective is significant. Third, sales promotions must be tailored to specific audiences to be effective over time. Public relations' strengths include the ability to create a company's reputations relatively inexpensively by building relationships with key influencers, create greater brand awareness through print and online-based PR strategies, and precisely target specific audiences with messaging and key concepts. The cons or negatives of PR are that it often comes across as insincere and can cost company credibility if not done well. Second, PR needs to be genuine and promote real news, not press releases about events or programs made up just for publicity. Third, PR must be consistent as branding is to deliver…… [read more]

Marketing Organic Chocolate Bars the Selected New Thesis

Thesis  |  3 pages (870 words)
Style: APA  |  Bibliography Sources: 5


Marketing Organic Chocolate Bars

The selected new product for development is a line of organic chocolate candy bars which will be branded under the name Everyday. The organic chocolate market currently totals $70.8 million, just a small fraction of the overall chocolate market which is about $6 billion in the United States alone (Organic chocolate booming in U.S.). Given that sales of organic foods will increase by 71% from 2006 to 2011 (Knudson, 2007), the growth prospects for organic chocolate should be equally promising.

Rather than establishing a high-end brand like other organic candy companies such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own, this organic chocolate product line will try to serve as a similar product to popular non-organic candy bars. Therefore, Everyday candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006). Our company will position the product line as a healthier alternative to popular candy bars, offering the same favorite flavors and providing more affordability and channel ubiquity than current organic substitutes. The overall goal is to increase the number of consumers who embrace organic chocolates and to also increase the frequency of purchases of organic chocolates. With its lower price than high-end organic brands and similarity to popular candy bars, Everyday should command share similar to the larger chocolate market than the present niche market for organic chocolate.

Everyday's mission is to ensure that all foods, including widely consumed candy bars, are healthy, nutritious, desirable and affordable. As such, Everyday will provide organic candy bars made entirely of natural ingredients that are free of artificial fertilizes and pesticides, and that offer the same types of options as leading non-organic candy bars for only a slightly greater price. Our strategy to achieve Everyday's mission and objectives is to focus on product, price, place and promotion.

Product: Like our organic competitors, all products will be made with natural ingredients. However, unlike the competition, candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006).

Price: To increase affordability, price will be $1.75, a point midway between non-organic candy bars which sell for approximately $.75 and high-end organic candy bars which sell from between $2.50 to $4.00.

Place: Given lower margins, greater distribution will be key to the product's success.

This new product line will embrace the high-end and specialty food stores that organic chocolate companies currently focus on. However, unlike other organic chocolate products, Everyday will also seek out ubiquity in supermarkets, drug stores and mass merchandisers such as…… [read more]

Marketing a Market Follower Is a Company Term Paper

Term Paper  |  6 pages (2,316 words)
Style: APA  |  Bibliography Sources: 5



A market follower is a company that is comfortable not taking the lead in a market share system, they are happy taking a part of the market share without incurring the costs of a market leader in the process. The company usually utilize four broad strategies to achieve their market goals, including utilizing the best practices of the market… [read more]

Integrated Marketing Communications Term Paper

Term Paper  |  2 pages (683 words)
Bibliography Sources: 1


The latter helps company to better assesses the response of consumers. It is more economical as it is selective in its audience. The creation of promotional messages is easier as companies are well informed of characteristics and needs of their audience. Reckitt Benckiser uses this form of promotion especially for its pharmaceutical products such as Gaviscon, Bonjela, Temgesic (injections and tablets) and new ones. The cards explaining the products, along with the samples are mailed to doctors. However, as it is strategy used by most pharmaceutical companies n it can very confusing, annoying and difficult for doctors to examine all of them and respond to them. Hence, Reckitt Benckiser may not always get its desired amount of response.

Another form of promotion is personal selling, whereby a member of the sales team of the company tries to persuade and sell a product directly, in a person -- to person contact. The advantages of this method, are that it allows the seller to better explain, persuade a product and answer any questions that consumer might have. In this way, the seller is able to get immediate feedback. Members of sale teams of Reckitt Benckiser visit doctors and chemist (for pharmaceutical products) and general shopkeepers to explain their news products and sell and examine the sale of the old products. On visiting, they also might offer bulk buying discounts to general buyers and give-aways to doctors such as prescription pads, calendars, thermometers etc. This helps them build a better relationship with their consumers. The disadvantages, however, are that these methods may not encouraged by the buyers and requires a great communication skills on sellers' part, because the entire selling depends upon the sellers' skills and attitude which may not be consistent and affect or hamper the image of the products being promoted.


1. Introduction to Integrated Marketing Communications. Accessed online 29th Jan 2005: www.tristate.edu/faculty/herbig/imc01.htm… [read more]

Business Marketing Brand Manager Term Paper

Term Paper  |  10 pages (3,008 words)
Bibliography Sources: 1+


Beckman, Kurtz and Boone (1997) further note that market research provides information that identifies marketing problems and opportunities, allows marketing actions to be created, revised and assessed, monitors market performance and improves the overall effectiveness of marketing initiatives. Despite the numerous benefits of collecting, analyzing and applying data to the marketing process, marketers must realize that some data is unattainable… [read more]

Demand States in a Market Essay

Essay  |  13 pages (3,929 words)
Style: APA  |  Bibliography Sources: 2


Demand States in a Market

There are eight possible states of demand within a given market -- negative demand, nonexistent demand, latent demand, declining demand, irregular demand, full demand, overfull demand and unwholesome demand. The negative demand means that the majority of consumers in a market dislikes or avoids the product or service; the approach of the marketer should revolve… [read more]

Sales as the Heart of Marketing Essay

Essay  |  3 pages (844 words)
Bibliography Sources: 3


Sales as the Heart of Marketing

Sales is at the Center of Marketing

The worse the economic climate in an industry or economy, the greater the level of battling that goes on between marketing and sales for the direction of all customer-facing strategies. The current recession has just accentuated and exacerbated this issue, with sales winning the majority of the time due to their better understanding of customer needs. In debating if marketing or sales is actually driving marketing, it's clear that sales has more self-interest ins take in seeing lead generation, lead escalation, lead nurturing and sales cycles succeeding. A large proportion of sales' income is directly affected by the effectiveness and precision by which marketing strategies are executed, which leads to this group fighting to dominate the role in many companies (Paparoidamis, Guenzi, 2009). The tougher the economic climate the greater urgency sales professionals have to protect their current income and earn at least a proportion of their bonus (Turner, Lasserre, Beauchet, 2007).

Finding the Voice of the Customer and Acting on it

With so many digital channels and marketing techniques available for marketers to choose from and quantify their strategies to understand their effectiveness on target markets, the marketing profession could reach a level of precision never seen before. The role of digital marketing continues to be all-encompassing between upper and lower sales funnel analysis, providing a level of precision to marketing efforts that makes Return on Investment (ROI) possible to track and attain for each strategy or program (Edelman, 2010). Ironically, however marketers have adopted digital marketing so strongly that they have neglected to take into account those factors that cannot be quantified. The voice of the customer including their unmet needs, requirements, and needs for future products are seldom as neatly quantified as a digital marketing campaign defies this level of qualitative data capturing. Marketing has never been more quantified in its approach, measurable yet in this quantification the emotions, frustrations, concerns and needs of customers that defy quantification are often completely forgotten.

On this issue is where sales are taking control of marketing. Sales spend time with customers in person and can quickly interpret their emotions, from the frustration and unmet needs to the areas of a company's performance that delight them and get them to their goals. Sales understand how customers think in great depth and can quickly understand what needs they have. Sales managers and more senior sales professionals are so good at anticipating customer needs they can orchestrate the development of entire products…… [read more]

Marketing Plan for Coca-Cola Marketing Plan

Marketing Plan  |  12 pages (3,332 words)
Bibliography Sources: 6


The Marketing Mix for Coca-Cola:

Marketing mix constitutes all those strategies which are formulated and implemented with the core objective of presenting the company's product or service to its target customers in the most effective and competitive fashion. The Coca-Cola Company uses a number of marketing mix strategies for its most valuable brand, Coca-Cola. These strategies play an important role… [read more]

Black Thinking Advertising Agency- Business Business Plan

Business Plan  |  7 pages (2,505 words)
Bibliography Sources: 6


Due to the stability in the political and economic conditions of the city, Birmingham houses many small businesses that can be potential customers to Black Thinking. Even new small businesses launching now and then can be helped by the company to secure their contracts for the rest of their operating term. However, there is a threat of a big marketing… [read more]

Marketing Mix: Promotion Strategies Essay

Essay  |  4 pages (1,248 words)
Style: APA  |  Bibliography Sources: 4


In terms of the four Ps of the marketing mix, Pepsi prices its items based on the amount and size. Prices of this company have been easily accepted by the public population. This increases the product's demand. Pepsi is a pro-at its promotion tactic (Smith & Taylor, 2009).

Pepsi has been doing promotion since its inception. The company does this in an effective and efficient manner to attract new customers while retaining existing customers. The promotion of Pepsi is composed of radio, television, billboards, internet, global events like World Cup and pamphlets (Palmer, 2012). As among the leading beverage company, Pepsi is easily available and accessible across the world. Obviously, Pepsi can be found everywhere because of the increasing demand for its products. The company has always established effective, and attraction strategies to attract its target market; packaging in football events with Pepsi products.

US Airways is a multinational corporation providing service items, flights in various destinations, within the transport sector. U.S. Airways marketing strategy entail quality of flights, flight services, executive class, various worldwide destinations, security, and years of experience, support facilities, and speed. As a brand, U.S. Airways provides comfortable and efficient transport to customers. In terms of product development, company is positioning in selecting the most appropriate strategy, has been recognized to be a strategic factor (Wensveen, 2011).

US Airways has been positioning itself as a high quality, high standard airline, and the leader in the category market. The company tries to fulfill all the diverse customer expectations and needs from the first class, economy class and business by offering various services (Palmer, 2012). U.S. Airways prides in the on-board menu, in terms wines, and foods and different lounges for first class clients contrary to its economy class. It provides business class seats, gold and silver cards for frequent customers and an executive lounge in all main airports. In addition, it offers customers with free drinks and food flights with exceptional service. The company has a unique two-in-flight magazine various radio channels, a collection of movies and TV programs for entertainment (Wensveen, 2011). It also flies the most convenient and busiest lines and airports from almost every country across the worldwide destinations.

US Airways has expanded its marketing by introducing effective pricing strategies, which cater for across the board clients. Price refers to the value put on the items exchanged in the process of marketing. Customers pay money to receive utility or satisfaction (Baines Fill & Page, 2013). Some neoclassical experts argued that utility is the bi-product of any economic activity. Therefore, U.S. Airways understands that it must set its prices in such a way, which encourages clients to perceive value of their belief in terms of money they have spent. The company sets prices based on the value offered and perceived by customers.

If prices exceed the perceived customer value, the U.S. Airways will lose potential clients and profits. On the contrary, if prices are lower than the perceived customer value, then it will be impossible… [read more]

Marketing Response There Are Several Significant Advantages Term Paper

Term Paper  |  8 pages (3,792 words)
Bibliography Sources: 3




There are several significant advantages of using qualitative measurements in marketing research. The most significant is the ability to capture the voice of customers that may have evaded the more structured, numerically-based approaches that force respondents to provide a specific set of answers. Qualitative research can also lead to entirely new insights into a new market or service… [read more]

Marketing Plan for Brocade Comm's Mlxe Switch Router Marketing Plan

Marketing Plan  |  5 pages (1,407 words)
Bibliography Sources: 4


Brocade MLX Routers

Marketing Plan

Brocade MLX Routers: Advertising

Marketing Plan

The high-speed routers have become the need of a common person in an era where high-speed internet connections are required to fulfill the high-scale objectives of large enterprises. Nowadays, extreme competition has emerged in the market for all types of network-based equipment. Multinationals are continuously upgrading their products to… [read more]

Managing Advertising, Sales Promotion Term Paper

Term Paper  |  14 pages (4,174 words)
Bibliography Sources: 1+


Highly selective mailing lists can help marketers better direct their products and services so that consumers are more likely to show interest. For example, a direct mail campaign advertising $50,000 Bentley cars is not likely to have much impact in a rural, middle class section of society. Such advertising might be better suited for people living in million dollar homes… [read more]

Marketing Grade Course Satisfaction Essay

Essay  |  4 pages (1,063 words)
Bibliography Sources: 2


It caters in making a large target audience well aware of the product features and communicating the key benefits of the product to the consumers. Advertisements are thus considered as the traffic drivers of a promotion. Advertising messages provide an understanding of how the audience members can take part in a promotion and benefit from the advantages offered by it. Advertising provides a means to measure the overall response and results of the promotion campaign. In an online advertising campaign, the number of clicks on banner ads and number of website visitors can be tracked in order to measure the popularity and success rate of a product launch.

Apart from creating awareness, advertising plays a significant role in building brand personality and image. Advertising produces a psychological effect which has an impact on the mental disposition of the audience, so that they purchase the advertised product. Thus advertisements act as stimulators developing brand preferences among the consumers, which results in enhanced levels of customer satisfaction (Tellis 508). Moreover, advertising encourages innovation and new product development which ultimately reduces the risk of the product becoming obsolete. In a nutshell advertising is basically a form of communication which has the basic responsibility of delivering the information to the target audience. This stimulates demand by providing information regarding the availability of the product, discounts offered and the expectation of the fulfillment of latent and aroused needs. Advertising also lends a hand in supporting other promotion mix elements, which include preselling and helping the sales pro-motion and personal selling activities (Tellis 510).

Question 4

Integrated Marketing Communication and its Role in a Firm's Marketing Strategy

Integrated Marketing Communication (IMC) is defined as a planning process aimed at assuring that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. The goal of Integrated Marketing Communication (IMC) revolves around integrating all the elements of corporation. It actually combines advertising, sales, customer service, public relations, direct marketing, sales support, etc. into a singular, unified force instead of having them work as different departments having no coordination and cooperation with each other. IMC was actually developed for attaining consistency across marketing communications disciplines and media. Integrated Marketing Communication strategies comprise of figuring out the target audience, developing objectives and budgets, analyzing social, competitive, cultural and technological issues, and eventually evaluating them and retrieving feedback regarding the effectiveness of promotional strategies adopted.

Many organizations today use IMC as a pivotal part of their marketing strategy. Instead of dividing marketing communications into separate groups which hardly communicate with each other, organizations are now diverting their strategies towards integrating all marketing disciplines under one umbrella. This makes every communication consistent with one message, sharing the same strategy. The adoption of IMC in a firm's marketing strategy is the first step towards attaining the purpose of marketing which revolves around generating revenue, increased market share, driving preference to purchase, and building brand awareness.

Works Cited

Kotler, Philip,… [read more]

Point of Purchase Pop Advertising Essay

Essay  |  2 pages (798 words)
Bibliography Sources: 3


¶ … Purchase Advertising

Typically, a point-of-purchase advertising objective falls into one of six categories: developing awareness and improving attitudes, generating trial, stimulating an impulse purchase, remind/repeat purchase stimulation, new usage idea/repeat purchase stimulation or brand differentiation (Liljenwall, 2004). This paper discusses my experience with two of these, generating trial and developing awareness and improving attitudes. My experience generating trials was positive while the attempt to develop awareness was not.

Cosmetics companies are very good at generating trails of their products. Most recently, I visited Lancome's makeup counter at Macy's and was offered a free gift set with any Lancome purchase of $29.50 or more. According to Schultz, Robinson, and Petrison (1997), this is an example of a near-pack promotion where an item is offered free or for an additional charge at the point of purchase. These authors mention that near-packs are very effective at generating trial for other items in a product line. I agree with this statement and add that it's very good at getting a shopper who is just browsing to move forward and make a purchase. After seeing the offer on signs displayed above the counter, I bought an item, a moisturizer, which I was only thinking about purchasing, in order to receive the free gift. Furthermore, I discovered that I really like one of the items in the gift set, a Lancome lipstick that I had never bought before and probably would have never tried without the point-of-purchase advertising. As a result, I will probably purchase this item in the future. The advertising was in no way annoying. I viewed it as an unobtrusive offer that would allow me to sample some free products. I would strongly advise marketing executives at cosmetics firms to conduct this type of advertising frequently, changing gift pack items so that consumers try more and more items. Cosmetics have high markups, so getting the consumer to buy additional products is well worth the cost of offering the additional samples. However, I believe the downside of near packs for cosmetics is that consumers may hold off making purchases until a promotion is in place.

Recently, my car broke down and I had to rent a car. The rental car agent at Hertz spent a lot of time trying to get me to purchase the company insurance as well as a costly prepaid gas option where I would purchase a tank…… [read more]

Sports Marketing Nike's Marketing Strategy Thesis

Thesis  |  5 pages (1,643 words)
Style: APA  |  Bibliography Sources: 12


Nike's Marketing Strategy

Nike, the world's largest athletic wear company, has developed a sophisticated marketing strategy that supports its vision of inspiring athletes. At the core of their strategy is the concept, developed by co-founder Bill Bowerman, that "if you have a body, you are an athlete." Much of Nike's marketing strategy flows from that statement, and the mission to… [read more]

Marketing the Most Important Difference Between Sales Research Paper

Research Paper  |  1 pages (319 words)
Style: APA  |  Bibliography Sources: 1


¶ … Marketing

The most important difference between sales promotion and advertising is perhaps given by the scope of each of these actions. In general, sales promotion are destined to encouraging short-term sales of a certain product or portfolio of products, while advertising is generally a long-term action meant to encourage sales from a certain brand over a longer period of time and build confidence with potential consumers. At the same time, the incentive that each of the two actions provides for the customer is different. In the case of sales promotion, the incentive is almost exclusively the price or rather the perceived bargain that the client will have by purchasing the product being promoted. On the other hand, in advertising, the incentive is quite often emotional or otherwise related to the product.

Sales promotions are useful generally around a holiday, because people have an incentive to maximize their volume of purchases during that period of time and a…… [read more]

Marketing Plan for Du Maurier Cigarette Brand Imperial Tobacco Canada Term Paper

Term Paper  |  10 pages (2,653 words)
Style: MLA  |  Bibliography Sources: 6


Marketing Plan for DuMaurier Cigarette Brand - Imperial Tobacco Canada

Du Maurier Marketing Plan

Situation Analysis

Market Situation

Macro environment

Demographic Situation in Canada

Economic Situation

Political-Legal Situation

Ecological Situation

Socio - Cultural Situation

Technological Situation

Competitive Situation

Opportunities and Issues Analysis

Strengths and Weaknesses

Opportunities and Threats

Financial Objectives

Marketing Objectives

Marketing Strategy

Target Market




Distribution… [read more]

IMC Strategy Exploring Research Paper

Research Paper  |  2 pages (697 words)
Bibliography Sources: 2


The downside of promotional strategies are their lack of permanence and relatively quick lifecycles, lack of measures on effectiveness, and long-term timeframes often needed to shut them off (Johnston, Tennens, 2005).

Publicity and public relations (PR) are among the most critical aspects of any IMC, in that they share the most relevant and valuable information about a given product or service with the target market of prospective customers. PR looks much easier than it is to do well. The pros of a strong PR campaign as part of an IMC strategy are its ability to create greater name awareness, act as a catalyst of the entire IMC strategy, and also underscore the unique value proposition of the products or services being sold (Johnston, Tennens, 2005). The cons of PR are its imprecise nature, as it will often not be directly applicable to all prospects all the time, it's lack of measurability, and the short lifecycle of this strategy in the context of selling Anantachart, 2004).

Personal selling is the most critically important aspect of the IMC strategy as all elements are designed to enable a sale to be made. The pros of having this as part of an IMC strategy are its immediate revenue implications, continued development of customer relationships, and immediate feedback from customers on how a given product or service is meeting their needs or not (Holm, 2006). The downside of personal selling is that it is often very expensive, can take a long time to accomplish on costly products, and requires constant training to enable a sales team to do it effectively.


Anantachart, S. (2004). Integrated Marketing Communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11(1), 101-125.

Holm, O. (2006). Integrated marketing communication: From tactics to strategy. Corporate Communications, 11(1), 23-33.

Johnston, M., & Tennens, M.…… [read more]

Nwp Marketing Natural Way Products Term Paper

Term Paper  |  6 pages (1,954 words)
Bibliography Sources: 6


To broaden potential customer base and earn money from their sites (NMI, 2010).

Banners, tastefully designed and placed on relevant, high-traffic sites and venues, such as environmental and organic/natural product forums and newsgroups (Demers, 2010).


Television/YouTube. Although television advertisements can be costly, those on local television are relatively cost-effective. Also, usage of streaming media sites such as YouTube can cause a product or person to "go viral" in hours, expanding visibility exponentially.

Choose airtime on TV carefully, to maximize return. Showings of nature programs, local business programs, and documentaries would likely be good time slots to schedule advertisements.

Create a series of short videos to release on YouTube and social networks. One featuring the company vision and mission, one detailing manufacturing techniques and ingredients, and one or more for each branch of the product line would allow bite-sized chunks of information for the viewer (NMI, 2010).

Create a natural products channel, and invite other merchants in similar product and service lines to participate by adding their own videos -- and followers -- to the channel. Add popular videos periodically to drive up visitor rates, but do not choose anything out of line with the company philosophy or which could diminish their credibility (NMI, 2010).


Print Advertising. This should be utilized judiciously, in keeping with the company's environmental impact focus. All advertisement should be printed on recycled paper and not mass-produced; emphasis should be on quality (Demers, 2010).

Brochures/pamphlets in natural food/health stores; in naturopathic/complementary health medical offices, such as chiropractors, acupuncturists, and dermatologists

Ads in local magazines, trade papers, and newspapers. Solicit a feature from the lifestyle or local economy section, to profile the company more publicly.

Contact print and online magazines and publications which are relevant to the product field and place ads and/or stories.


Report Conclusions

Natural Way Products is a company with a unique and special product which can be attractive to a diverse group of demographics. Through sensitive and detailed usage of alternative marketing strategies they can increase their market share and expand to new markets, capitalizing on their strengths.


Demers, J. (2010). Online marketing strategies for natural product retailers. Retrieved March 24,

2011 from http://jeffreydemers. com/marketing-strategies/?p=71

Nmisolutions. com. (2008). National marketing institute: Consumer insight and market opportunity report. Retrieved March 24, 2011 from http://www. nmisolutions. com/r_consumer_insight. html

Hartman Group (1). (2008). The many faces of organic. Organic Magazine. Summer Issue.

Hartman Group (2). (2006). Consumer attitudes and behavior: five years later and into the future.

Organic Magazine.

Lipson, E. (2008). Organic consumers share values not demographics. Retrieved March 24, 2011

from http://newhope360. com/organic-consumers-share-values-not-demographics

OrganicExpo. (2010). Organics everyday choice for Australians. Retrieved March…… [read more]

Marketing Plan Consists SWOT

SWOT  |  2 pages (574 words)
Bibliography Sources: 0


Victory Motorcycles

The marketing plan for Victory involves a slight increase in spending over the next few years. Three pro forma statements are presented for the marketing plan. Victory represents 3% of Polaris' business, and Polaris spent $111 million on marketing last year, so an estimate of Victory's marketing budget is $3.33 million. As we seek to increase Victory sales by between 20-40% by region, this budget will experience a corollary increase.

Pro Forma Marketing Budget


Marketing administrative

Dealer support


Pro Forma Breakeven Analysis

Increase in marketing costs





Avg sale price per unit





# of additional units required

Pro Forma Sales Forecast

Increase in U.S. Sales





Increase in Europe Sales





Total New Sales Expected





Breakeven Sales needed





Increase above breakeven





In order to achieve these results, there are a number of controls that must be put into place. The first of these comes with implementation. The strategy that has been proposed consists of a strong increase in marketing spending. In order to implement this spending increase, two marketing units will be created -- one each for North America and Europe -- and within these subunits will be created to specifically target the female market. The spending will be focused on the best media to reach our core demographic, so there will be little change in the types of media we utilize, but to implement this plan will entail greater saturation of these media types and an increase in the number of media outlets used in marketing.

As the pro-form budget indicates, this new marketing plan will entail…… [read more]

Marketing Analysis AVON Term Paper

Term Paper  |  7 pages (1,989 words)
Bibliography Sources: 6


Company Description

In business since 1886, Avon Products is one of the world's largest cosmetic companies with over $10 billion in revenue. Avon markets its products using a direct selling model. Through its 5.4 million independent Avon Sales Representatives the company is able to reach consumers in over 100 countries around the world. The company bills itself as "Avon, the… [read more]

Marketing Plan of the Business of Web Media Contents Monetization Software B2b Business Plan

Business Plan  |  3 pages (1,497 words)
Bibliography Sources: 10


Business Plan

Section V. The Marketing Plan

Overall Marketing Strategy

The proposed new venture's Web content monetization system has the ability to quickly transform idle digital assets and content into cash. Differentiated from its competitors by the ability to personalize searches and define bundling of content on the fly with a personalization engine, which is a state-of-the-art technology developed recently… [read more]

Segmentation Targeting Positioning Advertising Marketing PR Distribution Logistics Research Proposal

Research Proposal  |  5 pages (1,441 words)
Style: APA  |  Bibliography Sources: 2



Market Segmentation

The market for any product can be defined as a group of people who has sufficient purchasing power, authority, and willingness to buy the product in question. The market segmentation stage will directly determine the following section of market targeting. Market segmentation refers to the specific characteristics of the market that is most likely to buy the… [read more]

Media Plan for Retail Chain Steve and Barry Thesis

Thesis  |  5 pages (1,483 words)
Style: MLA  |  Bibliography Sources: 10


Business - Advertising


Background and History of the Steve and Barry's Business Model: Partners Steve Shore and Barry Prevor were childhood friends who opened their first retail casual clothing store near Detroit, Michigan in 1985 as both were completing their undergraduate studies (at Tulane University and the University of Michigan, respectively). Initially, Steve and… [read more]

Marketing Plan Sweet Treats Coffee Shop and Bars Term Paper

Term Paper  |  18 pages (4,922 words)
Bibliography Sources: 8


Marketing plan: Sweet treats coffee shop & bars

Sweettreats Marketing Plan

During the recent years, the restaurants industry has been met with great increases in both demand as well as offer. And the coffee shop sector has not been an exception. With a constantly increasing number of coffee drinkers driven by numerous and changing demands, the industry has been forced… [read more]

Does Technology Affect Marketing? Term Paper

Term Paper  |  15 pages (3,808 words)
Style: MLA  |  Bibliography Sources: 3



The objective of this work is to develop knowledge relating to the marketing discipline historically and to the present and in terms of the future. The question this work seeks to answer is whether new technologies are a major threat to marketing as posited in the work of McKenna (2002) and to state either an… [read more]

Urban Marketing and Event Planning Term Paper

Term Paper  |  9 pages (2,368 words)
Bibliography Sources: 1+


Urban Marketing & Event Planning

Dushane Urban Marketing Consultants is a start up company concentrating in making a connection between urban consumers and corporate America with live advertising, event production, cross promotions, and creative consulting. The company offers high-quality creative solutions so as to utilize resources for not only business growth, but also market growth along with channel expansion.

Dushane… [read more]

Advertising Has a Significant Role Essay

Essay  |  3 pages (776 words)
Bibliography Sources: 0


This effect could not have been achieved with a mere textual form of advertising.

One look at the graphical advertisement of Weston automobiles (website) the consumer is made aware of the different types of automobile accessories that the company produces. The various types of product like the 'Sports mans CPS" grill guard, Front bumber guard, rear bumper guard, safari light bar guard, etc. are all neatly explained by separate graphical details. The individual graphical product descriptions are complemented by explanatory text, which describes the visual depiction in a little detail and highlights the differences in the product features, leaving the consumer with all the information that is necessary for him to make a choice. Achieving this objective without the use of graphical representation is quite impossible. (With so many product varieties).

Furthermore the company conducts electronic business through its website. Only when the customer is apprised of all the minor details he will go along with the purchase of the product. Graphical representation of the products gives the customer a feeling of seeing the product (as he does in a shop) and gives him sufficient product information to make the purchase. Even today companies like Dell, Compaq realize a part of their sale from their online sales system wherein they provide a graphical picture of the computer along with product details. In future the trend is definitely towards ecommerce and we can be sure that graphical designing would be the major mode of advertising.


The secret of successful business lies not only in developing cost effective and quality products but also in intelligent promotion of the same in this cutthroat competition. Achieving a good market share rests on the increasing reach out of our products. Graphical presentations are self-explanatory and give a clear picture of the features of the product. A well-informed consumer is most likely to buy the product and the use of graphics achieves the purpose. Graphical advertising is indispensable in this world of electronic commerce wherein the customer is more inclined to buy a well described product from the click of the mouse rather than visit the shop. Hence we can conclude that in today's business world the more informed a customer, the more chances of realizing a sale and this more than emphasizes the importance of intelligent graphical product advertising.… [read more]

Health Care Marketing Essay

Essay  |  2 pages (692 words)
Bibliography Sources: 2


This method can be traced back to early 1970s when automakers in the United States of America were in locked in the middle of the trouble that they found themselves in due to the changes that occurred in the demographic trends. The consumers then were older hence they inclined to buy anything the Americans produced since had not forgotten about the bombarding of the Pearl of Harbor during the second world war, so they could not by Japanese vehicles, but this was not the case with the younger generation who bought the Japanese vehicles. Another thing is that Japanese vehicles have continued to develop a better reputation over the years.

The method of segmenting by geography, tend to suggest where the customers are located, how they can be reached and the kind of products they buy in the locations where they are located. It is essential as far as selling goes. For instance a seller is willing to open up a local store, they are most likely to carry a research that will help them in determining which geographical location will best suit their full potential. For example if they are willing to put up a high-end restaurant then they should locate it near local college or country club.

Segmenting by psychographics is always what the customers think about and the values that the organization sets, it also looks on how the customers live their lives. It offers to fulfill the gaps that are left by specific demographic groups. The information from psychographic segmentation can be used to innovate and make other products. It can also be used to make the customers to believe in the products hence making them their preferred choices over a long period of time.


Eric N. Berkowitz, (2006). The Essentials of Health Care Marketing, 2nd ed. Sudbury, MA: Jones & Bartlett Publishers. Retrieved on June 24, 2014. http://www.insight-corp.com/reports/ethnic.asp

Juan Guillermo Tornoe, (2008) "Hispanic Marketing Basics: Segmentation of the Hispanic Market. Retrieved on June 24, 2014 http://learn.latpro.com/segmentation-of-the-hispanic-market/.… [read more]

Recruiting a Marketing Manager Research Paper

Research Paper  |  4 pages (1,218 words)
Bibliography Sources: 4


A second strategy is using a hiring team. In this strategy, the Pleasant Manor management would need to put together a team to hire the marketing manager. This team needs to be knowledgeable of the requirements of the position and best recruiting practices. The team will be involved with sourcing and selection of the candidates.

The company could also decide to go with headhunting as a recruitment strategy. Using this strategy, the company would use a person, possible the chief executive officer, as the chief recruiter. This person in consultation with industry experts would identify suitable persons for the position and use his networking skills to contact and attract the person. This is the best strategy for Pleasant Manor for several reasons. First is that it is cheap in terms of costs and also uses previous successes of potential candidates as their selling points for hiring.


The job description for the marketing manager chosen for Pleasant Manor is modeled against job descriptions developed for marketing managers expected to play the same role. The skills for the marketing manager are those that marketing managers in general need to be successful in their positions. According to Schuler, Farr & Smith (1993)'s social validity model, the personal relationship that exists between the applicant and the person conducting selection greatly affects the person's decision to accept the position. This is the major reason why the headhunting process is chosen for Pleasant Manor. This method also has a lower cost because it does not involve placing advertisements in mass media that are often expensive or other similar strategies to increase visibility of the vacancy.


Barksdale, H.C., Goldstucker, J.L., & DeLaune, J.W. (1995). Marketing information: a professional reference guide. Atlanta, Georgia: Georgia State University Business Press.

Bennett, R. (2007). Sources and use of marketing information by marketing managers. Journal of Documentation, 63(5), 702-726. doi: 10.1108/00220410710827763

Schuler, H., Farr, J.L., & Smith, M. (Eds.). (1993). Personnel selection and assessment: Individual and organizational perspectives. Hillsdale, NJ: Erlbaum.

Roberts, G. (1997). Recruitment and Selection: A Competency Approach. Wimbledon, London: Institute of Personnel and Development.


Job description


Responsibility for handling all marketing activities for Pleasant Manor. Covering internal and external promotion, advertising, and marketing activities, and relations with clients, including developing creative marketing strategies for Pleasant Manor.

Key responsibilities

Responsible for developing and implementing marketing strategies for Pleasant Manor to meet agreed goals and objectives,

Evaluate market conditions, consumer satisfaction, competitor data, and success of the marketing plan regularly,

Oversee all advertising, marketing, and promotional activities of the organization, and Deliver all marketing, advertising, and promotional activities within the agreed budget.

Relationships and roles

Report directly to chief executive officer and board of directors regarding all marketing activities,

Build trust and value for consumers, and Direct marketing staff on activities to be conducted.


At least five (5) years experience in marketing preferably in adult day care centers, skilled nursing facilities, or nursing homes,

Experience developing, implementing, and delivering on marketing objectives,

An in depth understanding… [read more]

Marketing Mix Analysis of the Relationship Research Paper

Research Paper  |  4 pages (1,730 words)
Bibliography Sources: 5


Marketing Mix Analysis

Analysis of the Relationship Between the Marketing Mix and Brand Equity in the High Technology Industry

Brand equity is earned over years and for many companies, decades of consistent execution and the continual exceeding of customers' expectations. The paradox of brand equity is that it is elegantly simple theoretically on the one hand and extremely difficult to… [read more]

IMC Program Research Paper

Research Paper  |  9 pages (3,524 words)
Bibliography Sources: 6


¶ … Future of Advertising and Its Impact on Integrated Marketing Communications Programs

The traditional strategies marketers use to attract, sell and serve prospective customers and retain existing ones are going through a systemic, fundamental change today. The long-held beliefs of concentrating on product, pricing, promotional strategies and place or distribution (the 4Ps of marketing) are being challenged by the… [read more]

Cross-Border Alliances Are Defined as Strategic Partnerships Essay

Essay  |  8 pages (2,325 words)
Bibliography Sources: 15


Cross-border alliances are defined as strategic partnerships which are formed between two or more firms, which are from different countries with the purpose of pursuing the mutual interests by sharing their capabilities and resources. They give an organization flexibility to commit on fewer resources and activities and build a bridge to the present resource of the firms. It also brings… [read more]

Brand Equity Describe the Roles and Objectives Research Paper

Research Paper  |  10 pages (3,224 words)
Style: APA  |  Bibliography Sources: 60


Brand Equity

Describe the roles and objectives of a brand manager and a brand management team

Brand, or product, management is the other principal area of corporate advertising and in recent years has become one of the dominant fields of marketing, often driving advertising development. Brand management is usually part of the marketing or sales department. The brand manager concept… [read more]

Strategic Planning in Marketing Literature Review Chapter

Literature Review Chapter  |  2 pages (707 words)
Bibliography Sources: 4


(Smith, Berry, and Pulford,1999, p. 11)

The work of Rossiter and Bellman (2005) presents a six-step model of marketing communications, which includes: (1) brand positioning; (2) campaign objectives; (3) creative strategy; (4) promotion strategy; (5) media strategy; and (6) campaign management. (p.77)

Kelly (1993) reported that the primary changes in the advertising environment are such that have been: (1) a decrease in the effect of advertising through the mass media due to more diversified and fragmented social change; (2) an increase in the number of advertising channels due to the introduction of digital communication and other diversified multimedia; (3) an increase in the number of advertising agencies due to the diversification and specialization of the entire area of marketing communication; and (4) an increased expectation by clients of their ability to better estimate the efficiency of their advertising budgets. (Kim, Han, and Schultz, 2004, p.2)

The work of Conway, Ward, Lewis and Bernhardt (2007) entitled "Internet Crisis Potential: The Important of a Strategic Approach to Marketing Communications" reports "communications professionals should gain knowledge and expertise of using and understanding the Internet medium." (p.1) It is necessary that the importance of strategy in management of the ICP be communicated to all levels in the organization. (Conway, Ward, Lewis and Bernhardt, 2007, p.1)


Conway, T., Ward, M., Lewis, G., and Bernhardt, A. (2007) Internet Crisis Potential: The Importance of a Strategic Approach to Marketing Communications. Journal of Marketing Communications. 13:3 Sept 2007. Retrieved from: http://www.ingentaconnect.com/content/routledg/rjmc/2007/00000013/00000003/art00004

Kim, I., Han, D. And Schultz, DE (2004) Understanding the Diffusion of Integration Marketing Communications. Journal of Advertising Research 44: 31-45. Retrieved from: http://journals.cambridge.org/action/displayFulltext?type=1&fid=216366&jid=JAR&volumeId=44&issueId=01&aid=216364

Mulhern, F. (2009) Integrated Marketing Communications: From Media Channels to Digital Connectivity. Journal of Marketing Communications 15:2-3, 85-101.

Rossiter, JR and Bellman, S. (2005) Marketing Communications: Theory and Applications. Pearson Education: Australia. Retrieved from: http://wwwdocs.fce.unsw.edu.au/marketing/amj_13_2_martin.pdf

Smith, PR, Berry, C. And Pulford, A. (1999) Strategic Marketing Communications: New Ways to Build and Integrate Communications. Kogan Page Publishers, 1999. Retrieved from: http://books.google.com/books?id=HYvbeQLf_gEC&dq=Strategic+planning+in+marketing+communications&lr=&source=gbs_navlinks_s… [read more]

Product Strategy Addresses Issues of Branding Term Paper

Term Paper  |  8 pages (2,399 words)
Bibliography Sources: 1+


¶ … product strategy addresses issues of branding, product features and positioning. The product has a couple of key selling features. The first is the coloring. This coloring will help to differentiate Wow Butter from other peanut butters on the market. The peanut butter market is mature, so entering this market will bring the company into direct competition with some… [read more]

Internet Marketing Project Book Report

Book Report  |  14 pages (4,760 words)
Bibliography Sources: 17


Internet Marketing


Market Analysis


Web traffic plan


Recommended sites


Convenience survey




Recently a social networking site aimed at graduate and undergraduate students at CQUniversity Australia was begun as a Facebook page. The upstart site MarketNet is also being used as a tool to give students first-hand experience in the field of online marketing… [read more]

Sales Persuading the Next Generation of Workers Thesis

Thesis  |  5 pages (1,740 words)
Style: APA  |  Bibliography Sources: 4



Persuading the next generation of workers to persuade: Why a sales job is an ideal first job for a recent graduate

"Sell, sell, sell." From the moment a student leaves his or her university, a young graduate is faced with the need to constantly sell him or herself -- like it or not! He or she is selling his… [read more]

Marketing Budget During Economic Crisis Thesis

Thesis  |  7 pages (2,108 words)
Style: MLA  |  Bibliography Sources: 5


Marketing Budget During Economic Crisis

The marketing operations have come to play a pivotal role within economic entities. As the customer is placed at the core of corporate actions, the marketing team is the one to ensure a full satisfaction of the customers' needs and wants. They accordingly need extensive budgets to segment the market, identify the target market and… [read more]

Ethnic Marketing Term Paper

Term Paper  |  10 pages (2,498 words)
Style: Harvard  |  Bibliography Sources: 15


Ethnic Minority Marketing Strategy of McDonald's

As the United Kingdom becomes racially and ethnically more diverse, it becomes evermore important for organizations to consider minority segments in their marketing strategies (Cui & Choudhury, 2001; Nwanko & Lindrage, 1998). In 2001, 7.9% of U.K. Population were from non-White ethnic groups ("Population size," 2008). Ignore this segment, by foregoing ethnic minority marketing,… [read more]

Marketing Mix Is a Model of Crafting Term Paper

Term Paper  |  5 pages (1,928 words)
Style: APA  |  Bibliography Sources: 3


¶ … marketing mix is a model of crafting and implementing marketing strategies and elements that improve the efficiency of the selling process. The model was developed by Neil Borden (Borden, N. 1964) who first started using the phrase in 1949 and it stresses the "mixing" or blending of various factors in such a way that both organizational and consumer… [read more]

Sales Management: Strategies Customers Are Motivated Term Paper

Term Paper  |  3 pages (1,123 words)
Bibliography Sources: 1+


Sales Management: Strategies

Customers are motivated to buy a company's product when a company's sales staff is motivated by the correct managerial techniques. But what strategies can sales managers use to properly motivate and manage salespeople in the field? Bluntly, a sales consultant grouses when "left to their own devices, most salespeople will work less than 40 hours a week. This demands that sales management devote a significant amount of time to specifying, monitoring and controlling the daily activities of subordinates." (Gorelick, 2004) Three popular ways of doing such monitoring and motivating in the most effective ways possible are encouraging sales staff to target specific clients, rather than extend a wide reach of cold calls (also known as the time management stratgey), stressing solutions to specific customer problems and generating demand by highlighting specific customer problems, and by establishing sales employee incentives on long-term performance rather than short-term sales.

Saving Time by Segmenting the Market

Mark Hendricks in Entrepreneur magazine recently noted the increased popularity of 'time management' sales strategies in a less sales-friendly market. Using segmented and targeted research while deploying salespeople stragetically, hiring more of salepeople in general to target different market segments, "and investing more in training, supervision and technology to support sales," is now a popular managerial technique. This 'time management' strategy, or time compression, was born of an economic enviroronment boasting "savvier but less patient customers" and "the availability of more but sometimes less qualified candidates for sales jobs." (Hendricks, 2002, p.1) for instance, phamecutical companies like Pfizer now often have more drug representatives with fewer drugs under their care, and specific staff that highlight doctor's offices, while other salespeople market different products or different doses of drugs or sales packages to hospitals.

This stress on time management sales means targeted and focused objectives and directives. It means salespeole cannot waste prospects' time with "chitchat." Today's sucessful salespeople can not look for "easy, quick closes. They're not cold-calling. They're not selling solely on price. They're not just peddling products and services. and, above all, they're not waiting one minute for buyers to come to them." (Hendricks, 2002, p.1)


Consultant Dick Gorelick notes that when selling print advertising, for sales staff in this field acquiring orders is no longer the sole objective. "Orders represent the result of establishing unique perceived customer benefits. In other words, it's necessary to establish the unique conditions that lead to sales. The artifice involved in getting past a buying organization's gatekeeper may be part of a salesperson's bag of tricks, but that has little to do with establishing a decent buyer-seller relationship," over a long period of time, and understanding the customer's unique problems and needs. (Gorelick, 2004)

Rather, this problem-solution method of sales managing is heavy on marketing, customer insight and systematic selling, and light on stressing the need for sales people to take and make lots of small, immediate orders. "It's not as easy to get orders," says one Atlanta sales consultant, but you must create long-term demand… [read more]

Integrated Marketing Communications Term Paper

Term Paper  |  3 pages (1,232 words)
Bibliography Sources: 1+


Integrated Marketing Communication - IMC has been the buzzword of present day marketing concept, which is devised to employ all aspects of marketing communication like advertisement, sales promotion, public relations, and direct marketing in unison, instead of making each of these of work in isolation. (Integrated Marketing Communication- Definition)

Ford Motor Company with global sales exceeding $170 billion is steadfastly positioned as one of the biggest makers of cars and trucks, with a sale of nearly 7 million vehicles across the world. The intricacies of running businesses spanning across continents, in multiple languages and across several time-zones make crucial challenges for Ford. The entire workforce of the company is geared towards the upkeep of high-profile brands who take part in the routine business of designing new products, providing a solution to the distribution issues and coordinating the marketing exercises and advertisement programs. Being a company of international stature focused on providing superior values to its customer, the Ford management team is all the time determined to improve the manner in which it designs and delivers products to its global customer base. (Ford Motor Company -eRoom enables Ford to drive into new technology) fully Integrated Marketing Communications campaign was unveiled by Ford during the launching of 'Mercury' -a North American brand of the company. "New Doors Opened" which featured the liveliness of the Mercury brand into the routine discoveries of modern life, the advertisement campaign grasps the substance of consumer life stages with a fresh new print and broadcast creative campaign. "New Doors Opened" is the most extensive marketing campaign in the history of the company which was created for launching of six new products in a span of four years including launch of Mercury Mariner which is a compact Sports Utility Vehicle - SUV and the Mercury Montego, which is a new midsize sedan. In the opinion of Tom Gill, Marketing Communications Manager at Ford the new products give them the opportunity to redefine their brand- which would enable them to launch products which are progressive. New Doors Opened will re-launch the Mercury brand of Ford to consumers to represent the brand's smooth fit into the daily moments of discovery which exist in life. A strategic decision was taken to use the Internet in an unprecedented manner thereby contributing about 25% of the total communications budget to digital and customer relationship events that comes to be a significant commitment while it is compared to earlier launches. (Mercury Opens New doors with Fully Integrated Consumer Lifestyle Brand Campaign)

Subsequently Ford started a new chapter of 'Built Ford though with the new F-150 which was arriving in the dealer showrooms throughout the nation. An integrated television, print and outdoor campaign was launched as also a widespread marketing communications plan for the 2004 F- 150. The advertisement spectacularly shows the class-leading abilities and characteristics of the 2004 model F-150 showing that the Ford has again set a new standard. Besides, the F-150 is receiving the largest and the most comprehensive marketing launch in… [read more]

Marketing Internal Influences on Gateway Plasma Tvs Term Paper

Term Paper  |  6 pages (1,783 words)
Bibliography Sources: 1+



Internal Influences on Gateway Plasma TVs

This phase of the marketing experience revolves around the perceived impact of various internal influences on consumers as they are convinced to purchase Gateway Plasma Screen Televisions. The report looks at various aspects and marketing approaches such as demographic data such as age or income as well as psychographic data such as personality… [read more]

Buzz Marketing Term Paper

Term Paper  |  3 pages (870 words)
Bibliography Sources: 0


Buzz Marketing

This report attempts to provide insight and to characterize the four major promotional methods in terms of what each accomplishes, when they should or should not be used and how effective each is if used properly. The report will also try to explain how traditional Word-of-Mouth promotion works. And finally, the report reviews and gives opinions on recent articles about Buzz Marketing and Word-of-Mouth marketing. The opinions will attempt to answer if this type of marketing is ethical since marketers attempt to conceal their identity and intentions.

Traditional Word-of-Mouth

Organizations the world over are just now beginning to understand the idea that they may be able to control the powers of Word-of-Mouth marketing. "But buzz is no longer a hit-or-miss proposition used exclusively by fringe marketers. These days, plenty of big players are trying hard to systematize buzz techniques." (Khermouch & Green, 2001) the odds are good that almost every product is more influenced by Word-of-Mouth marketing than any other marketing form including television and radio advertising. Businesses have traditionally worked on the idea of saturating the markets with marketing materials, events, and salespeople but the facts show that how consumers talk about a product or service with each other is really what decides if it is bought or not. "Word of mouth is the reality that intervenes between your communication and sales." (Silverman, 1997)

The Internet has become the biggest marketing spectrum in the history of man because of the communication advances of email and chat. The internet is as important an invention as the printing press because both of these mediums provide an ability to pass on opinions and other word-of-mouth marketing ideals. For example, one would think that the idea of promoting 'Intel Inside' would be a boom for computer sales. The Intel brand name is by far one of the most successful technological products. But the concept of Word-of-Mouth made the 'Intel Inside' an instant nightmare in the early 1990's. The company had produced a chip that was supposed to be the fastest yet and everything was going well. But some computer geeks found a problem with the chip and they did what they felt was their civic duty. They brought the problem to the company's attention.

The company chose to ignore the issue and moved along with their new product's scheduled release. What Intel could not have imagined was the power of the Internet and the Word-of-Mouth. Those two computer geeks had the entire world laughing and criticizing Intel because of the problems associated with the new chip. Ironically, in 1999 the company again discovered a problem with…… [read more]

Marketing Management: 1980's to Present Term Paper

Term Paper  |  3 pages (862 words)
Bibliography Sources: 1+


The corporations of the 1980's were large contributors to the community and civic organizations. In 1986 charitable contributions amounted to $4.5 billion.

The focus in the 1980's was on the customer. Retails expenditures in 1990 were as follows:

However by the year 2000 the following was reported:

(Adapted from Fleming, Martin, Retailer Report, August 2000)

The decade of the 1980's witnessed the world's garbage piling high needing better management and competition was heating up on a global basis as well. Ecology, previously unspoken in most households, quickly became a new household word.

Reaching the consumer was done through television as the media of the 1980's reported in a survey that the average American was watching thirty or more hours of television each week.

Globalism, spurred on by the expanding marketplace of the 1980's transformed into today's multinational enterprise or international business. Presently the U.S. is involved in several trade blocs and the marketplace itself has transformed. The "High Street" retailer is in vogue not only for the convenience but also for the productive streamlining provided in this type of marketing of consumer goods.

Spending patterns from 1999 to 2000 was varied with housing and food expenditures rising 2.8%. Spending on food at home rose 3.6% while eating out expenditures were reported at 1.0%. Apparel spending, services, transportation and health care expenditures rose 5.5 to 6.5%. Entertainment reported decreases of 1.5% and personal insurance and pensions expenditures reported a decrease of 2.1%.

With the cold war behind and the Iraq war on the forefront consumer spending is unpredictable. During the 2004 election year the high-technology market is feeling the squeeze. High -- technology spending is reported to have dropped drastically in the year 2004. Competition is fierce on the global market with many of the third world countries beginning to compete fiercely, most noticeably the Latin-American countries of Brazil, Argentina, Uruguay and Paraguay, the four member nations of the trading bloc for free trade in that area.


"Consumer Expenditures in Consumer spending patterns varied in 2000" (2002) USDL 01-480, 2000."http://www.findarticles.com/p/articles/mi_m1153/is_1_125/ai_85107272

Pretorius, SJJ " University of Praetoria" [Online] available at: http://upetd.up.ac.za/thesis/available/etd-01092003-135824/unrestricted / 01chapter1.pdf

Business and Society: Corporate Strategy, Public Policy and Ethics (1988) McGraw-Hill Publishing.

Bonoma, et al. (1990) Marketing Management Text and Cases. Richard J. Erwin, Inc. Illinois.

Bonoma, et al. (1990) Marketing Management Text and Cases. Richard J. Erwin, Inc. Illinois.









FMCG 44%

Diverse 13%

Furniture 9%

Men's wear 6%

Shoeware 4%

Pharmaceutical 8%

Jewlery 5%

Appliances 1%

Ladies wear 10%

Furniture 9%…… [read more]

Future of Brands Research Paper

Research Paper  |  8 pages (2,553 words)
Bibliography Sources: 7


Future of Brands

The ability to infuse a unique identity into a given product or service, and have that identity resonate long-term and deliver valuable market differentiation, positioning, sales and long-term loyalty is the essence of effective branding. Dr. David Aaker, who has authored several foundational books and competed dozens of studies in the field of branding has defined the… [read more]

Social Media Advertising Advantages Dissertation

Dissertation  |  4 pages (1,117 words)
Bibliography Sources: 0


Social Media Advertising

Advantages of Social Media Advertising/Marketing for Small and Medium Enterprises

The use of social media as a marketing and advertising platform extends far beyond the it industry and theoretical determinations of consumer trends and audience size, and both practical applications and ongoing theoretical research have demonstrated the power of social media as an advertising and marketing tool for SMEs. Social media has become one of the most significant features of the Internet over the past decade or so, dramatically changing how a significant portion of the world's population -- and especially the consumers of the developing world -- create and maintain social circles; seek out, retrieve, and share product information; spread "word of mouth" knowledge regarding events and information; and generally interact with each other as individuals and communities (Qualman, 2011). This necessarily has an impact on the way small and medium enterprises must reach out to local/regional and consumers and potentially provides a way to reach consumers on an international basis, for the right type of business. The simple process of "tagging," in which a news item or other piece of information is given a tag such as "bargain deal" or "must-have Christmas item" are used in social media settings to provide individual user assessments and to "catalog the Internet" for future searches and greater individual access and clarity, and both economically and socially this small feature alone has a tremendous and measurable impact on advertising and marketing capabilities (Qualman, 2011, p. 24).

Though social media is quickly becoming the mass media outlet (or outlets) of note in the current era, capable of reaching more consumers with a single marketing element and in a more targeted, cost effective, and efficient manner, it is also important to note the divisions and different types of categories into which social media can be broken down. What qualifies as "social media" as opposed to other related features and applications in the "Web 2.0" setting, which specific companies and social media outlets can serve as effective marketing platforms for various companies, and the complexities of effectively targeting marketing material on different platforms and to different audiences are all difficulties that enterprises must face in dealing with social media, and SMEs have fewer resources to devote to the knowledge acquisition and task completion necessary for effective social media campaigns (Kaplan & Haenlein, 2010). Focusing on high self-presentation/self-disclosure social media forms can help target marketing but can also have consumer backlash, while marketing in other social media arenas is fraught with other practical difficulties of message crowding (Kaplan & Haenlein, 2010). Finding and maintaining the proper balance for any business is an ongoing process of great delicacy (Kaplan & Haenlein, 2010).

Resource allocation has been and continues to be a significant problem for all enterprises of any size seeking to engage in social media marketing, as the return on investment for such efforts is often difficult to present with any concrete certainty (Weinberg & Pehlivan, 2011). The Internet has a long memory and… [read more]

Need of Swarovski's Customer in the Digital World Literature Review Chapter

Literature Review Chapter  |  17 pages (5,507 words)
Style: Harvard  |  Bibliography Sources: 25


¶ … Swarovski's customer in the digital world.

The review of the literatures reveals that marketing and promotion strategies that Swarovski could employ to achieve market advantages. The study reviews the literatures on experiential marketing for luxury brand, emotional brand engagement and IMC (Integrated Marketing Communication). The literatures are also reviewed to explore the Swarovski brands, which assists in enhancing… [read more]

Clean Edge Razor Case Study

Case Study  |  6 pages (1,849 words)
Style: APA  |  Bibliography Sources: 5


The evaluation also considered costs involved in implementing an alternative solution, costs such as manufacturing, production, advertising, marketing and any cannibalization that could result with marketing strategy adopted by Paramount, and benefits Paramount will receive by implementing an alternative solution such as increased market share with target customers resulting in increased profitability, enhanced brand name equity for Paramount and utilizing Paramount existing products to gain market share among "Maintenance users."


Nevertheless, it is recommended to introduce the product to niche market since in the long run this decision yield more constant profits and less financial impact for the company. In fact, by introducing this product to the niche market, it gives Paramount an opportunity for higher profit margins when new premium products are launched within the super premium segment. Also, the existing products can be retained and used to target maintenance users (moderate consumers). Of course, we must keep in mind that by choosing this route, the strategic implementation of a niche market product launch would mean that the product reach would not be as extensive and thus the perceived value of the product brand would not be as robust since we are not introducing it to the masses but rather a specific niche market. Therefore, although this is a less aggressive approach of marketing the product, and indeed yield a much milder growth forecast, the growth span is more predictable and stable with relatively manageable financial impact than the lather.

Based on the chosen positioning strategy in using the niche market route, it is recommended to use "Paramount Clean Edge" as a brand name that lay on Paramount's recognizable name as well as industry leader in personal care product. Thus, using both Paramount along with Clean Edge, brings a strong brand awareness and the notion of technological innovation to potential first time consumers from other competitive brands as well as mainstream consumers. By adopting this name, the company can continue to retain and gain more market share into mainstream users thus ultimately allowing the establishment of quality innovation and technology as…… [read more]

Social Advertisement Social Advertising Essay

Essay  |  12 pages (3,998 words)
Bibliography Sources: 20


Social Advertisement

Social advertising

This paper will delve into the reality of social advertising, detailing a brief historical background of the same, proceeding to look at the nature of social advertising in the present age and the techniques that are employed in social advertising. Ultimately, the paper will go through the positive effects of social advertising among the Americans in… [read more]

Negative Advertising Term Paper

Term Paper  |  2 pages (763 words)
Style: APA  |  Bibliography Sources: 1


¶ … Social Ethics of Negative Advertising: A Series of Examples

Although most marketing professionals and consumers agree that people buy more when they feel better, a great deal of advertising has gone negative. Despite its recent popularity, the continuum of negative and positive advertising is not a new topic. In fact, Weinberger, Romeo, and Piracha's 1991 study of negative product safety news in the automotive industry found that "negative information about products in the marketplace is pervasive," and that "negativity tends to denigrate the object of communication" (pp.1). In 1993, Jain's study of negative advertising found that negative advertisements elicited a counter response in viewers, in addition to being accepted less by viewers than the positive ads. Despite this information, however, negative ads continue to run. Although negative advertisement concerning products is a problem in itself, the consequences of negative advertising are not simply material. In fact, a second type of negative advertising -- negative social advertising -- is having profound ethical and moral effects on the markets it targets. Whether they're considered negative because they tend to offend the target market with shock techniques, are less than tasteful, have an adverse effect on consumer values, or encourage customers to buy products they don't really need, a few examples of these socially negative advertisements prove that these ads have dire social consequences.

For example, one of the direst social consequences of these negative advertisements it the way with which they treat casual sex and sexually transmitted diseases. For instance, a recent advertisement on the back of Rolling Stone magazine promoted a drug for genital herpes by proclaiming that one partner had herpes, one didn't, and this drug allowed them to keep it that way. Although a drug for containing genital herpes is not a product in poor taste, but rather an important medical stride, this article's treatment of genital herpes as normal is in poor taste. Additionally, this advertisement suggests that those with the disease can have sex with healthy individuals without risk of passing the disease. Although the drug may make the transfer less likely, it is still possible. The product's marketing representative may have chosen to market the product in this way to give hope, but instead, it encourages unprotected sex with negative social consequences.

A second socially…… [read more]

Communications Theory, Etc. How Communication Can Contribute Term Paper

Term Paper  |  3 pages (1,059 words)
Bibliography Sources: 1+


Communications theory, etc.

How communication can contribute to marketing theory: What theories or ideas from communication can best inform marketing theory?

The problem with theories -- marketing or communications -- is that no one knows if they work or how they work until they attempt to employ them in real-life situations. In fact, when Coca-Cola offered "New" Coke two decades ago, it was a total failure. Was it the taste? Was it the way it was communicated? Was it the way it was marketed? In fact, in hindsight, it appears to be a classic case of replacing a viable product with one that the consumer did not want. In such cases, no amount of theory -- communications or marketing -- would move the product.

According to an article on the employment Web site, The Vault, Coke introduced New Coke because market research had discovered that consumers preferred the taste of Pepsi. A majority of taste tests showed consumers preferred the new Coke flavor to the old, but what was left out of the mix was this: "these tests could not gauge the emotional appeal of the "old" Coke. In other words, consumers want their cake and eat it too. A large public outcry ensued during the 79 days when old Coke was no longer on the shelves. Coca-Cola quickly reintroduced the 'old' Coke when they realized market share was falling and christened it Classic Coke" (Vault Web site, 2005).

The Vault also reported that Classic Coke's sales volume has increased 24% since 1984, and "Consumers became even more loyal to the brand after it was temporarily taken away from them."

However, that was twenty years ago. It must be assumed that a great number of Coke drinkers were not even alive when that event occurred. What accounts for the continuing brand loyalty?

Miller and Rose (1994) might suggest that it was ICAP (integrated communications: advertising and public relations) or IMC (integrated marketing communications) that causes Coke to continue to be the soft drink of choice nationwide, despite a plethora of other cola flavors from Pepsi to RC to Jolt and probably other regional products.

In fact, communications theory has long encompassed more than the words used to deliver a message. Public relations professionals engage in strategic planning, consumer behavior studies, creative strategies and marketing management as well as simply cranking out press releases to inform the public (Miller and Rose, 1994). They are well aware that, without being offered in an appealing context, information will end up in the trash, physical or digital, depending only on the whether the delivery method is hard copy or cyberspace and not on the quality or quantity of the message itself.

In fact, within the communications industry, the necessity of putting all communications into an identifiable and cohesive format has been so important since the early 1990s that a preliminary Task Force Report at the Association for Education in Journalism and Mass Communications (AEJMC) Conference suggested curricular integration of public relations with advertising and/or… [read more]

XYZ, Inc. Brand Identity Standards Term Paper

Term Paper  |  2 pages (580 words)
Bibliography Sources: 0



XYZ Inc. Brand Identity Standards

Consumers today are well informed and try to find services and products that they understand and feel comfortable with. This report is about marketing and the concept of 'Brand Identity Standards.' XYZ Inc. seems to understand that in numbers there may be success - or failure. All businesses should follow the lead of XYZ and focus a great deal more attention on sales and marketing because these two things are a strong indicator of success in the business world. There must also be some fundamental understanding that comes with being in business that states, without customers, no business can survive or grow. Success therefore for any business is a matter of attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." (Durgee, O'Connor, and Veryzer)

Business marketing and even the notion of branding should be based on the notion of the four P's:





The key to successful marketing and branding are best understood if one focuses on the orientations and perspectives of past advertising and sales and then incorporate some process that can foster a word-of-mouth system. "If, for most products, it is the word of mouth that triggers the sales, is it not important to look at what triggers the word of mouth? What if all elements of marketing, such as sales, advertising, direct mail, etc., were not oriented toward directly persuading people to use the product? Instead, what if all your marketing elements were organized around causing people to…… [read more]

Marketing Effectiveness and Efficiency Term Paper

Term Paper  |  1 pages (304 words)
Bibliography Sources: 1


This is a holistic view of the marketing.

Marketing Efficiency

In this perspective, marketing is considered a large operating expense. Therefore, the main idea of the managers are to improve their departments' results, eliminate redundant communications tactics, and reorganize budget items to work together to make the most of what they spend. In other words, the efficiency perspective is a traditional view of marketing, in which each strategic business unit looks to reduce their operating expenses but there is no coherence about the customer service per say. In this kind of situation, the marketing manager will be mostly concerned about its own department so that it could reduce the selling expenses or advertising expenses, or may lay off several sales people to reduce the operating expenses.


Walker, J. (1999) 'Taking the guesswork out of strategy building', Marketing Week,…… [read more]

EZ Tracker: Analysis of International Business Opportunity Business Plan

Business Plan  |  40 pages (10,645 words)
Style: MLA  |  Bibliography Sources: 10


Tracking Company

EZ Tracker

Who We Are

In the fast growth market of Personal Locator Devices (PLDs), ABC Tech-Nic seeks to be a name of reckoning and sought of by the customers.

What We Sell

ABC Tech-Nic will be outsourcing the design and production process of the product to China initially. The software, however, will be developed in-house. The main… [read more]

Family Members Who Value Education Essay

Essay  |  2 pages (633 words)
Bibliography Sources: 0


My interest in a marketing degree stems from my observation that the field represents the best of what we know about applied human psychology Behavioral research is finding its center in the field of marketing. I am fascinated by the capacity of market research to establish deep insights into the cognitive processes that are embodied in shoppers' brands choices and purchase decisions. Contemporary marketing is entering an exciting stage in which conventional approaches to advertising, market research, and marketing are running parallel to the new marketing. Advertising and media publishing are interfacing with consumers in completely new ways -- and consumers are assuming new roles in marketing that demand new skills from professionals. I am excited by the prospect of learning such an eclectic array of skills. I look to a degree in marketing to prepare me to contribute to the field now and to establish the type of academic foundation that thrives on inevitable change.

My career objectives coalesce around the idea of working in a corporate marketing environment. I plan to seek practical applications of advertising, marketing, and public relations skill as an adjunct to my academic coursework. With an eye on the marketing trends that have become so salient -- such as the area of mobile marketing -- I will take steps to ensure my skills are current. For example, as I pursue internship opportunities, I will look to the mobile digital device market, companies that specialize in-bound marketing, and social media analytics.

I believe that I am a strong candidate for the marketing degree program and an MBA. I have demonstrated my affinity for the field, and my approach to academic endeavors is disciplined and deep. My family is strongly supportive of my academic interests, and they are not strangers to the demands that we collectively must meet in order for me to successfully complete the programs. I am eager…… [read more]

Branding -- Is it Still Relevant? Principles Multiple Chapters

Multiple Chapters  |  25 pages (8,213 words)
Bibliography Sources: 15


Branding -- Is it Still Relevant?

Principles of Traditional Branding Strategies - Introduction

Branding is subject to numerous definitions, but for author Matthew Healey he begins with the definition of "brand" from the Old Norse or Germanic root; it literally means "burn" (Healey, 2008, p. 2). Obviously, branding beef cattle is different than branding Budweiser. Meantime, a brand in the… [read more]

Ford Motor Company Competes in the Automobile Essay

Essay  |  4 pages (1,258 words)
Style: Harvard  |  Bibliography Sources: 2


¶ … Ford Motor Company competes in the automobile manufacturing and marketing business. Competition in this industry is intense for several reasons, and because of this Ford must compete both on price and on innovation. Ford markets a wide range of passenger vehicles and as a result segments the market extensively. Each product is built based on market research to meet the needs of particular segments. This requires a strong marketing effort, in part because product development itself must be driven by market research. Ford is also beginning to move towards building the Ford brand overall, after a time when the company focused on marketing each car individually.

There are several keys to success for Ford. They must develop innovative attractive products that consumers want. They must be able to produce and distribute their vehicles in a cost-effective manner and sell sufficient volumes to cover fixed costs. Currently, Ford's breakeven point is $359 billion, and they are only selling $146 billion. Thus, the company is losing billions of dollars each year. To address this, management has embarked on an aggressive program to increase sales, improve margins and reduce costs. There are several critical issues facing Ford at present, including the economy, Ford's finances and its pension debt obligations.

Ford's marketing mix has traditionally been focused on distribution and sales, through its dealer networks. The company has shifted in recent years, however, towards stronger branding, increased research and has placed more emphasis on other aspects of the marketing function. The dealer network remains critical, however, not just for distribution but also as a source of feedback. Ford also makes extensive use of traditional feedback and market research techniques in order to assist in product development and the development of advertising campaigns.

Ford has also shifted some of its controls, in order that once-regional marketing efforts are more global in nature. The company has also brought its dealer networks into the marketing plan, after years of relatively acrimonious relationship with that key stakeholder. The company's marketing, however, remains geographically focused in its structure, something they will need to alleviate in order to truly become global. However, there is little flexibility for Ford due to their financial circumstances. As such, the new strategy is without any evidence of contingency planning.

5.0 Controls

Ford has revamped the corporate controls on its marketing program. Prior to this year, the company had very little global control of marketing. Each region put together its down marketing strategy. One of the outcomes of this was that products developed for one region often did not translate well to other regions. In effect, Ford had to duplicate its efforts for every region in the world. In recent years, the company has been moving forward with the 'One Ford' initiative that, in part, is designed to eliminate some of this needless duplication.

To this end, the firm has created the position of Director of Global Marketing, Sales and Service Operations, under the VP of Marketing and Communications (Reuters, 2009). This role… [read more]

Computer Information Systems Term Paper

Term Paper  |  2 pages (636 words)
Style: MLA  |  Bibliography Sources: 5


Computer Information Systems

Marketing Information Systems serve as a hub of competitive, market, pricing an product-related information in addition to supporting tactical strategies and campaigns and strategic plans. The use of Marketing Information Systems coordinate new product introductions with other departments, monitor the success of the launched product and keep other departments informed, and also devise plans and strategies for sustaining and increasing sales illustrate the many benefits these systems provide. Underscoring all these functional, process- and strategy-driven areas is the need for ensuring the voice of the customer is heard throughout any organization often and with clarity, to ensure strategies and plans stay on course (Coussement, Van den Poel, 164). The intent of this paper is to discuss the dominant functional areas of a Marketing Information System and also comment on its future trends.

Dominant Functions of a Marketing Information System

The dominant users of Marketing Information Systems are marketing managers, product managers, marketing analysts, market research analysts, industry research professionals, and senior management. In addition, sales management will also often rely on these systems to measure how effective their sales strategies are in achieving sales objectives (Daniel, Wilson, McDonald, p. 825).

The most complex of these Marketing Information Systems include in-depth knowledge management applications, including geo-economic modeling (Hess, Rubin, West Jr., et.al.), in conjunction with an increasingly larger amount of analytics applications that are used for creating dashboards and reports used by senior management, marketing management and sales (Le Bon, Merunka, p. 400). These systems are predominantly designed to align with the planning, executing, evaluating and control of campaigns and strategies to ensure the highest level of performance attainment and measurement is completed. As a result of the heavy focus on marketing effectiveness, often these systems are designed as data warehouses of the information sales professionals contribute about competitors, market conditions, forecasts, and potential new product ideas based on customer discussions. An effective Marketing Information System…… [read more]

Benefits of Cooperative Advertising Among Farm Credit Institutions Term Paper

Term Paper  |  30 pages (7,610 words)
Bibliography Sources: 1+


¶ … E-Mail Survey Sent to Farm Credit

Systems Institutions

Figure 2 Results from Received Questionnaires

Figure 3 Questionnaire Response Institution #1

Figure 4 Questionnaire Response Institution #2

Figure 5 Questionnaire Response Institution #3

This research was conducted to address a serious problem in the Farm Credit System industry. Currently, due to the diversity of the institutions that make up… [read more]

Automobile Industry Is Highly Competitive Case Study

Case Study  |  5 pages (1,692 words)
Bibliography Sources: 1+


Some examples are sponsorship of women's and men's gulf tournaments and tennis matches, rock concerts, and fashion shows. Plan B, like Plan A, would also try to achieve an integrated marketing communications plan.

Plan C

Plan C. changes the advertising split to 20/80 between traditional and non-traditional elements. The philosophy behind Plan C. is that Phase I was successful largely because of the non-traditional part of the campaign. Therefore, the non-traditional element should be increased even more. The budget would not allow for the increase in demographic targets in traditional advertising. Thus, there would be no local advertising as called for in Plan A and a scale back of existing elements such as lifestyle cable programming and Traveler. For non-traditional advertising, Plan C. would combine the event strategies in Plan A and Plan B. with a focus on untargeted and targeted events. Plan C. would still seek brand control as an objective and would also strive for an integrated marketing communications plan.


Automotive Industry Overview." Siebel Systems. 24 May 2003. http://www.siebel.com/products/industries/automotive/industry_overview.shtm.

IMC Report." Universidad de Navarra. 24 May 2003. ises/imcreport.pdf+%22non- traditional+marketing%22+and+%22marketing+mix%22&hl=en&ie=UTF-8

McHale, Tim, and Hespos, Tom. "BMW Films: The Ultimate Marketing Scheme." iMedia 10

July 2002. imedia Connection.com 24 May 2003. http://www.imediaconnection.com/content/features/071002b.asp

Prasad, Naik A., Murali, Mantrala K., and Sawyer, Alan G., "Planning Media Schedules in the Presence of Dynamic Advertising Quality." Marketing Science Vol 17, No. 3, 1998.

University of Florida. 24 May 2003. http://bear.cba.ufl.edu/centers/mks/abstracts/vol17/no3/naikmantralasawyer.html

Automotive Industry Overview." Siebel Systems. 24 May 2003. http://www.siebel.com/products/industries/automotive/industry_overview.shtm.

McHale, Tim, and Hespos, Tom. "BMW Films: The Ultimate Marketing Scheme." iMedia 10 July 2002. imedia Connection.com 24 May 2003. http://www.imediaconnection.com/content/features/071002b.asp

IMC Report." Universidad de Navarra. 24 May 2003.

Prasad, Naik A., Murali, Mantrala K., and Sawyer, Alan G., "Planning Media Schedules in the Presence of Dynamic Advertising Quality." Marketing Science Vol 17, No. 3, 1998. University of Florida. 24 May 2003. http://bear.cba.ufl.edu/centers/mks/abstracts/vol17/no3/naikmantralasawyer.html… [read more]

Anheuser-Busch's Budweiser PR Campaign Love Term Paper

Term Paper  |  13 pages (3,699 words)
Bibliography Sources: 1+


A decade later, they were placing ads on railroad cars for "rolling billboards." And by the turn of the century, 3-sheet posters had become a primary medium for Budweiser campaigns, featuring slogans like "Budweiser...the great leader " and "Budweiser...everywhere." Later, Budweiser was among the first brands to take advantage of electric spectaculars, and used those innovative signs in large markets… [read more]

Fever Stimulation Beverage: Promoting Myself Business Proposal

Business Proposal  |  2 pages (588 words)
Bibliography Sources: 0


I also have a strong background in supplementary products, and can speak with personal knowledge about the benefits of the various herbs that compose Fever.

My appearance and background as an athlete as well as an actor and a model will help give Fever a healthy image of physical strength and potency. Fever is an aspirational product after all -- people who wish to use the product aspire to be the best they can be -- in the bedroom and in other facets of their lives.

As an in-house representative with experience in the entertainment industry I will be able to represent the brand outside of the enclaves of the corporate offices -- but because of my background in business I will still be able to strategize and make use of integrated marketing techniques. I have also kept abreast of current developments in the industry and appreciate the trends Fever is catering to -- people are no longer looking for a sharp, caffeine buzz and crash, simply to struggle through their workday. Instead, they want what they consume to enhance the pleasures of their life.

Fever needs a consistent marketing presence and strategy so it becomes the beverage of choice of the target consumer. It is not enough to sell a quality product -- every company must also sell an image. The natural, low-sugar aspect of Fever will attract young people who are appearance-conscious; its sexy emphasis on pleasure will pique young club-goers who want a naturally enhanced 'high.' But the difference between Fever and other herbal drinks available today will be lost unless there is a campaign that crafts a message that is communicated every time a consumer sees a bottle of Fever on the shelves, or sees Fever advertised.… [read more]

Brand Effect on Consumer Behavior Research Paper

Research Paper  |  17 pages (4,682 words)
Bibliography Sources: 3


g., higher price = higher quality). For the Chinese, the brand effect is very important. In China, brands accounted for one-third to one-half of all consumers' expressions of intent to purchase (2004). As an indicator of the importance of a brand name, Chinese culture has allowed for Chinese to wear the makers' tags on the sleeves of their suits and… [read more]

Ewom Communication and Brand Trust Term Paper

Term Paper  |  66 pages (18,230 words)
Bibliography Sources: 1+


EWOM Communication and Brand Trust

Brand Trust and Customer Equity

EWOM Communication and Customer Equity

Brand Equity Drivers and Customer Equity

Relationship of Equity Drivers on Customer Equity

Value Equity Drivers

Brand-Related, Relationship-Related and Value-Related Drivers

Developing eWOM Campaigns

Things Not to Do with eWOM

Considerations for Consumer Online Reviews

Comparison of WOM Campaigns

Customer Equity (Villanueva, Yoo & Hanssens… [read more]

Consumer Behavior Essay

Essay  |  3 pages (1,026 words)
Bibliography Sources: 2


Consumer Behavior

When you are in the business of selling products it is very important to understand why consumers buy what they do. Being successful at marketing, sales and customer service all depend on understanding why people buy what they do and why they buy it from whom they do. Having this basic understanding lends a company to better develop their marketing and advertising plans in order to be successful (John Mehrmann, 2007).

There are three main categories that affect why people buy. The first is that of prestige, luxury, and style. When people purchase for this reason they usually do it with some intent. They tend to make these types of buying decisions well ahead of time and with plenty of thought put into them. The second category that affects why people buy is that of quality, reliability, durability, or reputation. These decisions are typically based upon past experiences. The third category is that of saving time and money (John Mehrmann, 2007).

Once the concept of why people buy things is understood then a company can begin to design their marketing and advertising campaigns. Using the Theory of Planned Behavior which states that if people believe that a behavior is positive, and if they think that others want them to perform the behavior, they will have a higher intention to perform that behavior. I looked at three different advertisements regarding air fresheners to which this theory applies.

The first advertisement was for Airwick. This was aired during the evening news at 7:00 PM. The target audience for this advertisement was people who like to be at home and want it to smell good when they are there. The expected level of involvement for this product would be high. The need that is created for this product is to have a nice smelling house by using the Airwick Symphonia. With this product you can always have your favorite fragrances that rotate every hour so that you always notice them.

The second advertisement was for Ambi Pur. This was aired during an episode of Law & Order, at 9:00 PM. The target audience for this advertisement was people who want to be able to smell their favorite fragrances in their homes. The expected level of involvement for this product would be high. The need created for this product is to be able to always smell your favorite fragrance by using the Ambi Pur Symphonia that allows you to pick two of your favorite scents and the machine rotates the fragrances.

The third advertisement was for Glade. This was aired during an episode of the Simpson's at 9:00 PM. The target audience for this advertisement was people who want nice smelling houses. The expected level of involvement for this product would be high. The need created for this product is to be able have a nice smelling environment within your house, by using the Glade Sense & Spray. It has a motion sensor that goes off when motion is detected near it.… [read more]

E-Advertising the Contemporary Trends in the Business Research Proposal

Research Proposal  |  10 pages (3,089 words)
Style: MLA  |  Bibliography Sources: 4



The contemporary trends in the business environment are more and more supportive of the annulment of barriers between markets. Instead of a multitude of markets one could almost speak about a global market where all the players are free to enter. The direct consequences of this aspect are two. One refers to an increased possibility of making profit. More… [read more]

Influence of Branding on Consumer Purchasing Behavior Research Proposal

Research Proposal  |  44 pages (12,200 words)
Style: Harvard  |  Bibliography Sources: 100


Branding Strategies

Assessing the Influence of branding on consumer purchase behavior is begins with an analysis of how the accumulated effects of marketing strategies contribute to the permanency of branding and their accumulative effects on consumers. The impact of Web 2.0 technologies (Bernoff, Li, et.al.) is re-ordering the dynamics of branding on a global scale based on social networking. Broader… [read more]

Market Research in Order to Generate Term Paper

Term Paper  |  5 pages (1,445 words)
Bibliography Sources: 1+


Market Research

In order to generate the desired results in my inquiry, as a marketing manager, I will engage the services of a market research firm. Through a research project, I will be able to generate data that are ensured to be unbiased and thoroughly analyzed. I can think of two methods in getting the results to my query, which… [read more]

Retail Branding Term Paper

Term Paper  |  60 pages (16,085 words)
Bibliography Sources: 1+


Internationalization of Branding in the Retail Industry

In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them… [read more]

Career Over the Next Fifteen Term Paper

Term Paper  |  3 pages (968 words)
Bibliography Sources: 1+


According to the DOC, advertising directors also supervise the final product of advertisements to make sure that their creative content matches the marketing needs of the company in question. For example, if the company wanted to reach a young crowd they would want to produce funky, edgy ads rather than relying on traditional jingles or more conservative imagery. Finally, advertising directors constantly interact with people within the advertising firm, such as creative directors and graphic designers, and without, such as clients and the media. According to the United States Department of Labor's Occupational Outlook Handbook, careers in this field are forecasted to expand but competition is expected to be fierce. Travel is required, as is knowledge about specific geographical regions or demographics.

Based on what I have read in the Occupational Outlook Handbook as well as the DOT, I am perfectly suited for a position as an executive advertising manager. I enjoy long hours and highly intense work, especially if it involves dealing with other people and forming business relationships. I want to network and act as a liaison throughout my professional career. Moreover, I relish the idea of keeping abreast of marketing trends and researching the changes to the consumer demographic as well as changes occurring in specific industries. Working as an advertising manager will enable me to constantly learn about different fields and different businesses and the job will never be boring. Finally, although competition is stiff, the salary level is relatively high.

As I foresee myself pursuing a postgraduate degree I should me more than prepared to meet the requirements of the position. In fact, the Occupational Outlook Handbook lists only a basic college degree as a requirement. Therefore, a graduate degree will prepare me to meet the rigors of the industry. I hope to learn more about demographic research and other in-depth fields related to the advertising industry while in graduate school. Thus, I will fully meet any minimum requirements and combined with hands-on industry experience, I will be able to successfully manage a large advertising firm.

My personality traits gear me for such a position. A driven, affable individual, I can well withstand the stress and strain of working in the advertising industry. I enjoy the concept of marketing, understand its importance and relevance in the business world, and also enjoy interacting with people from all walks of life and from all types of industries. I feel I have a keen understanding of the fluctuating market, of different consumer demographics, and also know what works and what doesn't in terms of advertising. Based on what I have read about the managerial positions in the industry, I know the job will be a perfect fit.

Works Cited

Advertising, Marketing, and Public Relations Managers." Occupational Outlook Handbook. http://www.umsl.edu/services/govdocs/ooh20002001/73.htm.

Manager, Advertising (Code 164.117-101)." Dictionary of Occupational Titles. http://www.occupationalinfo.org/16/164117010.html.… [read more]

Start Management Simulation Chapter Writing

Chapter Writing  |  16 pages (4,296 words)
Bibliography Sources: 0


Pop'n Bottles PNB

Quarterly Management Report

Financial Ratios and Discussion


You can see that income to sales has fallen, this is because sales have fallen and thus cost is larger share of income.

This is #1 variable to fix; if we increase sales, that will be higher relative to income.

Result of this being so low?

=… [read more]

Craft Marine Corporation Case Analysis Research Proposal

Research Proposal  |  4 pages (1,030 words)
Bibliography Sources: 1


Craft Marine Corporation Case Analysis

Craft Marine Corporation

The case study presents the situation of Craft Marine Corporation and the challenges the company has to face, given the circumstances that follow the 9/11 terrorist attacks. This situation has changed the company's sales program, being forced to modify its advertising and sales strategy. The question that rises concerns these modifications and how they will be implemented in order for Craft Marine Corporation to achieve its financial objectives.

Craft Marine Corporation provides fiberglass pleasure boats, being a pioneer in this market segment. The company's range of products covers all the categories: family (pleasure), offshore, cruiser, fishing and water skiing. But the pleasure boat market in the United States is currently suffering from slight setbacks. This will definitely affect the company's sales in terms of units sold in the following years, until customers; economic situation will improve.

Although the company's sales in 2001 were similar to sales in 2000 and bigger than sales in 1999, this increase was due to boat prices increase. Even more, sales by unit have decreased 6% in 2001 in the entire industry. This decrease was reported by Craft Marine Corporation also. Given the economic circumstances, it is obvious that the units sold by the company will not increase in the following year if special measures are not implemented.

Regarding the company's market distribution, Michigan, California, and Florida represent the most profitable states for the company. Craft Marine Corporation has a significant number of clients in states like Minnesota, Texas, Wisconsin, New York, Ohio, South Carolina, and Illinois. All these account for 12.9 million registered boats throughout the United States, purchased from Craft Marine Corporation.

Problem Statement

The issue here is how to properly divide the advertising budget in order to comprise as many activities as possible. Craft Marine Corporation requires an aggressive advertising campaign. This means that some activities will receive a bigger percentage of the budget.

Craft Marine Corporation has invested significant amounts of time and money into developing its products. However, without suitable publicity, these improvements may go unnoticed, and the company's efforts will not be rewarded in sales increases. This is what public relation means: doing something good and speaking about it.

Situation Analysis


Quality of products - for Craft Marine Corporation, as for boat owners, quality comes first. The company will not make any compromises regarding the quality of its boats, no matter how high the price might become. Customers also are determined to not make any compromises regarding the quality of the boats they want to purchase.

Sales growth - the company has reported significant increase in the number of units sold over the past years

Solid presence on the market - the company's situation on the market has improved each year, becoming one of the most important boat providers.


Product prices - the quality provided by Craft Marine Corporation for its products requires significant financial investments in the development area, production, raw materials, and other implied costs. These investments are… [read more]

Information Interview Term Paper

Term Paper  |  3 pages (703 words)
Style: MLA  |  Bibliography Sources: 2



Information Interview

After making a list of about 30 possible contacts in the business and nonprofit industry that I received through friends, family members and school associates, I decided to interview Keith Roberts at a medium-sized advertising/marketing agency in the area.

A decided that I wanted to interview Roberts, because of my interest in marketing and public relations and also to work for an agency vs. A corporation.

My questions included:

What was his educational and experience background and how did he break into the ad agency field;

How long as he been with the company;

What are his overall responsibilities;

Have these responsibilities changed with promotions and job changes;

Does he like his work -- why/why not; what are some of the challenges he faces and what brings him the most satisfaction;

How many hours does he put into the job on a regular basis and how does that jive with his objectives for his personal life;

What is an overview of expected salary from a job like this;

What is the company's lifestyle, such dress, schedule, work at home possibility, weekend/night work;

What does he plan to do in the near, long-term future regarding his work; would he suggest my going into this type of work;

What is the demand for this type of position;

What particular skills, personality traits are needed; does he have other contacts for me;

What if I wanted to apply for this firm in the future.

The interview went very well. He gave me about an hour of his time and also took me out for lunch. I was able to meet with a few other people who worked in the agency and learn more about what they did in their positions.

He referred me to another marketing person at a larger firm that did advertising and marketing for larger corporations. The firm that he is with has medium-sized and smaller companies. They do some work for larger organizations, but that is rare. His firm also has an emphasis on web marketing and design; this other firm does more print and TV/radio. As…… [read more]

Responsive Structure Term Paper

Term Paper  |  1 pages (365 words)
Bibliography Sources: 1+


Responsive Structure

Responsive Organizational Structure

There is no one ideal organizational structure. Rather an organization must be able to effectively relate to its market environment and serve the needs of its customers in a responsive fashion. It must have a structure that facilitates industry goals and allows it to compete with other companies in its market. There must also be a fit between the organization's structure, its size, its technology, and the requirements of its environment. (Borgatti, 1996)

For example, advertising companies that make one-of-a-kind custom products and provide unique services to the customer will differ from, say, car manufactures in their structures. In advertising companies, typically, people's skills and knowledge is more important than the sophistication of the machines that are used during production. Because of their unique services that require the advertising firm to be responsive to each and every single client's demands, these firms are relatively expensive to operate. The work process is unpredictable and hard to pre-program or automate. There are few levels of hierarchy, the CEO has little control over day-to-day administrative affairs of individual employees, there…… [read more]

123. . .Last ›
NOTE:  We can write a brand new paper on your exact topic!  More info.