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Essay / Research Paper Abstract
This 4 page paper considers if it is possible to internet advertising in order to create demand for a product in retail stores and persuade the retailers to stock the goods. The paper looks at the case of Estee Lauders’ ‘Advanced Night Repair Concentrate’, and considers if this type of strategy will persuade the shops to stock the product. The bibliography cites 7 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEadinter.rtf
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Unformatted sample text from the term paper:
to supply the goods. The theoretical approach to marketing and the way demand is created where consumers will look for specific branded goods or types of goods as a result
of advertising (Hadjimarcou and Hu, 1999). In 1989 a new media for advertising was tested by the More OFerrall advertising agency, in this case the advertisements were placed on adshell
bus stops in the London,. UK, to test if the advertisement posters were read a spoof advertising campaign was launched for a new Australian perfume Shelia, the good did not
exist, there were clues it was a hoax, such as a bottle with a hat and corks hanging form it as well as the tag line it also kills flies,
(Anonymous, 1989). The result were many consumers going into cosmetic stores and perfume counters asking for the brand, and many retailers trying to find out where to buy stock (Anonymous,
1989). Advertising, even cost effective advertising such as small posters on bus stop, which at the time was a new medium, can create a strong pull factors persuading retailers to
stock products. If a small campaign such as this can create a strong pull factor the availability to use the internet should have great potential for companies with larger
resources to create pull in the same way. A company such as Estee Lauder may use this very effectively if they want to persuade retailers to stock their Advanced Night
Repair Concentrate. If they can create the pull factor for the product then this may transfer to the cosmetics stores. However there are also some differences, Estee Lauder are
also selling their goods online and it may be that those who shop online are not the same buyers as those in whom they want to create the demand.
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