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Essay / Research Paper Abstract
This 9 page paper examines three companies: Amazon.com, Proflowers, and The Gap in terms of its advertising. Several ads are discussed. Recommendations are made. Bibliography lists 9 sources.
Page Count:
9 pages (~225 words per page)
File: RT13_SA41121.rtf
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Unformatted sample text from the term paper:
does not mean that print is altogether invaluable. Television advertising is still utilized too. However, advertising is now done by and large through a variety of methods. Diversification is the
norm. In discussing this compelling subject, three companies and their advertising strategies will be reviewed: The Gap, Proflowers, and Amazon. These three-- two of which are Internet based companies-- have
had their share of advertising faux pas as well as successes. The Gap Inc. The Gap is a clothing company and in fact its
retail outlets include not only stores titled The Gap, but stores like Old Navy as well. The Gap does not look like a standard failing retailer as stores are still
stylish, advertising is good, confident and consistent ("The goods," 2001). However, The Gap has had some financial setbacks. In any event, the retailer is rather fortunate to have a signature
look but according to some, the business has some marketing matters to resolve (2001). The retailer should differentiate its chains more precisely and some believe that the company would do
well to close underperforming stores (2001). Indeed, it plans to do so in the near future. The future of course is not known, but because things are not completely
dismal, and there is a still a market for Gaps products, the turnaround could hopefully come on the tail of an economy that also rebounds. The outlook likely depends on
what goes on in the world. High unemployment means that people are not going to buy as many jeans. Only time will tell how The Gap ultimately performs. Advertising is
of course a major issue for this firm as it is for many retail giants. Dignam (2002) comments that "advertising is notably absent from the areas where Gap has identified
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