Here is the synopsis of our sample research paper on Brand Portfolio II - Melbourne International Film Festival. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 6 page paper applies several different marketing approaches and ideas to the way in which the Melbourne International Film Festival is marketed. The first section of the paper looks at the utilization of a cognitive approach. The second section looks at the benefits and challenges of television advertising. The third section of the paper discusses how and why qualitative market research may take place. The last section considers the way in which a nonprofit organization can place issues onto the public agenda. The bibliography cites 10 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEmeliff.doc
Buy This Term Paper »
Unformatted sample text from the term paper:
marketed. Simon (1996) defines a cognitive approach as "a plan of action aiming at changing existing states into preferred ones". The application of this to marketing is relatively straightforward; this
seeks to change the cognition of the potential purchaser to one which is more likely to stimulate a purchase. McCabe (2008) defines this as an approach that focuses on issues
impacting on the decision-making process, providing information and ideas which impact on the perception of an individuals view of a potential product or brand. Behind the cognitive approach is the
assumption of a logical and systematic decision-making process, and it may be useful to stimulate a singular or initial purchase (McCabe, 2008). It is noted that alone, without looking at
aspects such as reinforcement, it is unlikely to be useful in creating repetitive behavior. When applying this to the Melbourne International Film Festival the marketing may be seen has having
some elements of the cognitive approach; providing information order to impact on the perception of a potential purchaser. A marketing campaign in 2009 saw two wrestlers1 arguing about films. It
is not immediately apparent that the advertisement is for the Melbourne International Film Festival. At the end comes a tagline "everyones a critic" and one can appreciate how the cognitive
process may be impacted by allowing them see themselves as a potential critic. The 2010 popcorn v chocolate top advertisement takes a
similar approach, with the argument scene cutting to a man in cinema making a choice regarding the snacks they are going to choose to eat during the film2. In all
cases there is the aim of creating a form of identification between target audience and the on-screen message, as the audience can perform the same final tasks. This may impact
...