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...allowances, payment period, credit terms. Promotion: Sales promotion, advertising, sales force, public relations, and direct marketing. Place: Channels, coverage, assortments, locations, inventory, transport. Strategic Marketing Choose de value: STP: Segmentation, Targeting, and Positioning. The marketing staff must segment the market, select the appropriate market target, and develop the offering’s value positioning. Tactical Marketing Provide the value: Product development, service development, pricing, sourcing making, distributing. Communicate the value: Sales force, sales promotion, and advertising. Strategy Formulation: Overall cost leadership, differentiation, and focus. 1) Diagnose Advantages: Consumers can use safely and easily with no risk, and it poised no injury or poising. Target Market: Women Distribution: Direct through national grocery, hardware, and drug chains (Safeway, Kmart…). Pricing: $0.99 – Suggested Retail Price $2.49 (2 unit) – Cost $0.392 – Retail net revenue $0.75. Price Positioning: 5 to 10 times more expensive Sales expenses: $60,000 ($50K for travel, and sales calls - $10K advertising). Advertising: Good Housekeeping Magazine. Sales Forecast: 5 millions of units - Current Sales: Several hundred thousand. Budget: $250,000 for fixed costs. 2) Analysis General Marketing Strategy: Weak, wide, focus on women, without a proper segmentation. Product: Good, innovative, easy to...
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...Amanda Popular Culture Pop. Culture Essay #1 Addressing the Issue: Men’s Men and Women’s Women The vast majority of people, with the exception of transvestites and other people with physical deformities, can be put into one of two categories; man or woman. Generally, the views and expectations one has for their own gender and the views and expectations one has for the opposite gender can be described as gendered stereotypes. Although stereotypes are not always close to the truth, in some cases they can hold some weight to an argument when they present the generalized representation of a certain group or groups. In this essay I will show how gendered stereotypes are used by advertising companies to appeal to each gender. Here in the U.S., you need not go far to bear witness the very apparent signs of genderfication and gendered stereotypes, tools used by advertisers that play important roles in our consumer-styled society. One only needs to go as far as their living room couch and turn on the television to be bombarded with shows and advertisements containing gendered images of the expectations our society has for its men and women by men and women. Author Steve Craig puts these gendered ideals into four distinct categories; Men’s men, Men’s women, Women’s men, and Women’s women (Craig). For this essay I will analyze four video advertisements, and, using Craig’s criteria, I will try to see under which of his categories each advertisement would fall and why. The...
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...Shears-Barnes AC1208360 Lesson 6: The Essay Assignment 6_12 January 02, 2013 Three Ways That Cigarette Ad’s Hook Kids Smoking is a bad habit. It causes lung cancer, depression, and is addictive. In order to survive, tobacco manufacturers need to continue to recruit new cigarette smokers. More than 80% of adult smokers started before they turned 18 and by that time more than half of them were already smoking daily. We know that kids feel peer pressure from other kids in their everyday lives. But the teens and adults in cigarette advertising may be one of the most influential peer groups of all. As they move into their teens, kids often feel insecure about their appearance and their popularity. Cigarette ads use these insecurities to make empty promises. Ads give teens the message that smoking can help them become attractive, desirable, and independent when the reality is quite different. Smoking can cause bad breath and yellow teeth, isolate teens from largely non-smoking peers, and possibly lead to a deadly, lifelong habit. Images such as the Marlboro Man equate smoking with a macho ruggedness that is appealing to men and boys. This theme mirrors the pressures many boys face to be “tough”. Boys may believe that smoking will give them the aura of coolness they are searching for. Tobacco companies have specifically targeted women and girls for many years by associating specific brands with slimness. In fact, cigarette advertising often depicts smoking as a weight management...
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...if that corporation can continually give its audience what it desires. It is a whole new world, and corporations must constantly modify their approaches on their products to be successful. Not only must they modify their products, but they must also create ads that will make their product memorable to the consumer or they will inevitably fail and become a part of marketing history. Camel cigarettes are a long-standing brand that has been around for almost a century. Throughout the 20th Century, Camel periodically adjusted their advertising methodology. Especially in the 1980s, Camel advertisements were predominantly filled with white males who were middle-aged with blonde hair and a mustache and who were the focal points of the ads. The mustache particularly personified masculinity, ruggedness, and what a ‘man’ should have. Their slogan during that time was, “It’s a Whole New World”. Surprisingly, in this ‘world’, there seemed to be very few women in...
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...Television advertisements today are made to fit with the programs that they are shown with. With advertisements being made to fit with programs and the advertisements also made for the people who see them or the kind of people who watch the television program (Dennis). I will try to answer the question using some common examples to show how it is used in advertising and where it may go tomorrow. This essay will discuss how television and advertisements viewed during programs have the same nature. This essay will make it obvious that advertising is meant to go together with the programs that are being seen at the time. This is most effective when it is in a similar subject as the television programs that are being watched like sports themed commercials during major sporting events and other commercials written and produced for those types of television shows. Sports events are probably the most the common type of programs that bring in television commercials that are designed for the type of program. Often in American football there are beer commercials and advertisements for other products that either use sports players – in this example football stars are saying that they are good or advertisements that have football content. These commercials are usually made to get men who watch these sports events to buy their goods. They are often between twenty and thirty years old as these are the people who the main ones who are watching the sport. Sports shows are not the only types...
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...Advertising and Consumer Culture Wednesday 10:00-12:00; SW 319 MDSB03H3 Instructor: Dr. Stacy M. Jameson Email: stacy.jameson@utoronto.ca Office Hours: Wednesday 12:30-2:30PM; HW411A (or make an appointment to visit my office on the St. George Campus) This course introduces students to the study of advertising as social communication and provides a historical perspective on advertising's role in the emergence and perpetuation of “consumer culture.” The course examines the strategies employed to promote the circulation of goods as well as the impact of advertising on the creation of new habits and expectations in everyday life. Required Course Texts: Juliet Schor and D.B. Holt (eds), The Consumer Society Reader Joseph Turow and Mathew Mcallister, The Advertising and Consumer Culture Reader *Additional PDFs posted on Blackboard Assignments and Grade Distribution: Participation, Reading Quizzes, and any In-Class Assignments 10% Essay One: Ad Analysis 15% Midterm Exam 20% Essay Two: Branding 25% Final Exam 30% Essay One: Ad Analysis This short essay (500-800 words; 12 point font, double spaced) will offer an analysis of a single print advertisement of your choice. You must situate your discussion of the ad within a historical context (what are some historical trends that set the stage for this form of commercial text?). You must then identify the central trope or strategy being used and explain its rhetorical function...
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...Evaluation Essay on Gender in Advertising Gender differences and biases have been a part of the normal lives of humans ever since anyone can remember. Anthropological evidence has revealed that even the humans and the hominids of ancient times had separate roles for men and women in their societies, and this relates to the concepts of epistemology. There were certain things that women were forbidden to do and similarly men could not partake in some of the activities that were traditionally reserved for women. This has given birth to the gender role stereotypes that we find today. These differences have been passed on to our current times; although many differences occur now that have caused a lot of debate amongst the people as to their appropriateness and have made it possible for us to have a stereotyping threat by which we sometimes assign certain qualities to certain people without thinking. For example, many men are blamed for undermining women and stereotyping them for traditional roles, and this could be said to be the same for men; men are also stereotyped in many of their roles. This leads to social constructionism since the reality is not always depicted by what we see by our eyes. These ideas have also carried on in the world of advertising and the differences shown between the males and the females are apparent in many advertisements we see today. This can have some serious impacts on the society as people begin to stereotype the gender roles in reality. There has...
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...from the same brand, they advertise two different products, one being suits and the other being cologne. Nonetheless these two ads are selling products suited for men. In the article “Men and Women's Women: How TV Commercials Portray Gender to Different Audiences” Steve Craig states “My previous research (Craig, 1990, December) supports the argument that advertisers also structure the gender images in their commercials to match the expectations and fantasies of their intended audience” (Craig). Advertisers expect to sell a product using what the intended gender of consumers will understand. Through these ads women expect men to have a good job, to be manly, and also be attractive. Women’s perspective of men as well as men’s perspective of themselves is influenced by High end brands representation of masculinity; these brands advertise masculinity through occupations, physical characteristics, and sex appeal. A man’s job/occupation is a factor in defining masculinity and what it takes to be a masculine man. For instance if a man were a nurse then many people would say that his occupation is the opposite of masculine, but if that man were a firefighter or surgeon than suddenly he is masculine because of his job. In the essay “Masters of Desire: The Culture of American Advertising”, Jack Solomon discusses what American commercials ads are driven by and what advertisers use to attract buyers. Solomon states “…when an object (or puppy!) Either costs a lot of money or requires influential...
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...commodities…shop windows teach composition” (88). In the following essay, we will be looking at how consumerism and advertising influence and help us develop our identity. What is identity? According to the Merriam- Webster Dictionary, identity is the qualities, ideas and beliefs that differentiate a person from the rest of the group. Our identities form from different aspects of our lives; such as family life, school life, friends, professors and religion. In addition, places such as the mall also helps shape our identity. The mall...
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...Essay #2: Critical Response of an Image 15% of final grade 3-4 pages, double-spaced Far from being a passive mirror of society, advertising is an effective and pervasive medium of influence and persuasion, and its influence is cumulative, often subtle, and primarily unconscious [….] It is both creator and perpetuator of the dominant attitudes, values, and ideology of the culture, the social norms and myths by which most people govern their behavior. At the very least, advertising helps to create a climate in which certain attitudes and values flourish and others are not reflected at all. (Kilbourne 120-21) As Jean Kilbourne notes in her article “’In Your Face . . . All Over the Place’: Advertising Is Our Environment,” advertising serves as a form of mediation that not only presents us with products and information, but also influences our behavior, our beliefs, and our choices. For this assignment, you will work to understand the messages advertisements send by analyzing an advertisement of your choice, keeping in mind the ploys that advertisers use to manipulate and exploit consumers. The important question here, as Kilbourne says, is not ‘Does this ad sell the product?,’ but rather ‘What else does this ad sell?’. For this assignment, you will select one advertisement from a newspaper, magazine, or website that contains graphics and written text and analyze it according to the criteria that follow. Your reading of the assigned essays for this unit, our class discussion...
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...English and Literature Tess of the D'Urbervilles Male Dominance Male Dominance in Tess of the D’urbervilles The Victorian era, as described by Professor of History and Women's & Gender Studies Nancy Reagin in her essay “Victorian Women: the Gender of Oppression”, witnessed the ideology of separate spheres in which society viewed men as independent and reasonable while viewing women as passive, dependent on men, emotional, and submissive. Men were given the governing role in which they would dominate society due to their ability to make rational decisions while women were expected to unquestionably fill the social roles that men decided for them, and those roles usually revolved around a woman’s duties as a mother and a wife. In marriage, a woman was expected to abide by the orders and views of her husband, and man and wife became one in terms of a woman’s rights, property, and identity. In Tess of the D’urbervilles, a book written in the Victorian Era, Hardy conveys this ideology of separate spheres in his portrayal of men and their dominance over women in society, primarily Tess. Their dominance is shown in how the men act as the masters of society, but it is also seen in how the women in Tess unquestionably view the men as the dominant gender. Often, the women are blindly influenced and act passively when interacting with male characters such as Alec and Angel. They are also seen to be very dependent on the men, and the men acknowledge that, for that is expected of a woman...
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...ethical to use women as a marketing instrument? Mass media plays a great part in our lives. Television, newspapers, magazines surround us everywhere every day of our lives. All of them are stuck with different kinds of ads. But how often do we pay attention to the real sense of those ads and the ways the advertisers try to sell various products to us? There have been growing concerns about and critics toward the usage of women as a sexual object in marketing practices. However, firms are still using women as an instrument to attract consumers. This paper examines some business ethics theories to determine whether firms’ use of women as a marketing instrument is ethical or not. The deductions from the business ethics theories suggest that it is unethical to abuse women in marketing practices. In today’s business world, women are used as an object to attract consumers’ attention to the products that firms sell. They are exploited as a marketing instrument in a wide range of firms’ activities. Women appear as a sexual object in any kind of advertisement or as an attractive material standing nearby a product. Sometimes firms use sexual saleswomen to facilitate the sale or to attract consumers’ attention to the firm or product. Particularly, it is very common to use sexually attractive women in advertisements regardless of the product is related to sexuality. The use of sexual women images in advertisements...
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...Gửi các em bài mẫu dạng Essay: Problem - Solutions và Causes - Solutions nhé: Cấu trúc bài viết A. Problem Solution: 1. Introduction 2. Problems 3. Solutions 4. Conclusion B. Causes Solution: 1. Introduction 2. Causes 3. Solutions 4. Conclusion SAMPLE QUESTIONS: In some countries the average weight of people is increasing and their levels of health and fitness are decreasing. What do you think are the causes of these problems and what measures could be taken to solve them? SAMPLE ESSAY: In some nations people are getting heavier and standards of health and well-being are falling. This essay will suggest that the principal cause of these issues is the type of nourishment they are eating and submit a government education program as a viable solution, followed by a reasoned conclusion. The main cause of the health crisis currently affecting so many individuals is over-consumption of poor quality sustenance. Convenience food and junk food, such as microwave dinners, chocolate bars, McDonald’s and pizza, have become a ubiquitous part of modern life. Eating too much of these high fat meals causes many to gain weight and this has knock-on effects on someone’s general wellness. For example, the movie ‘Super Size Me’ demonstrated that a person who eats this kind of food all the time will not only get fat, but also suffer from such things as raised blood pressure and even fatty liver disease. The most practical solution to this problem is a government sponsored awareness...
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...Ashley Chong Derek Gladwin Essay #2 2/7/2015 Does sex sell? It is quite common nowadays for a young woman to flip through a consumer magazine or turn on the television and find provocative images of beautiful women, and men, in revealing outfits selling a wide range of branded goods. Sexual imagery, varying from modest to the obscene, is used throughout much of the commercial advertising in today’s social media. According to Branding Strategy Insider, “Sexual information does grab attention. Sex evokes a hardwired emotional response that is linked to species survival” (Daye). In the advertising world, employing sexual imagery is an effective means to draw attention to a product. However, the marketing industry must be wary of images that traditionalize or stereotype male-female gender roles. The above advertisement is a good example of an advertisement that uses sexual imagery to draw attention to a product. The above image shows two women holding two different food bars. Both women are of similar height, ethnicity and hair color. The differences between the women are that the woman on the left is a plus-size woman holding a sugary candy bar whereas the woman on the right is a lean woman holding a Detour protein bar. The text at the top of the advertisement states, “There’s Candy Bars...Then There’s PROTEIN Candy Bars.” (Cape). The advertisers of the referenced image use a, “if you eat this product, then you get this result” sort-of comparison when describing...
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