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Essay / Research Paper Abstract
Advertising is frequently blamed for poor sales, this 6 page paper considers how far, if at all, this charge can be justified. The paper looks at how poor advertising may prevent a product being sold. Other factors such as product quality are also considered. Examples are cited to illustrate points raised. The bibliography cites 5 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEadverts.rtf
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Unformatted sample text from the term paper:
the product in the right light, did not appeal to the target market, is been seeing as in poor taste, or was at the wrong level.
It is easy to prove that advertising works. An early example of advertising creating a market and selling a product was seen in the US at
the beginning of the twentieth In 1909 the US cosmetic market had a value of $14.2 million by 1926 this had increased to $141 million, with the majority of
the increase attributed to advertising (Peiss, 1998). More recently advertising has been used to sell a perfume that does not even exist. In an exercise to prove that bill boards
on bus stops can create effective advertising marketing executives created demand for a non existent product, an Australian perfume called Sheila (New York Times, 1989). If advertising sells goods, is
it then fair to argue that when goods, or services, do not sell it is also the fault of the advertising? Advertising may
be defined as "any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor" (Kotler, 2003; 590). Advertising in the media is therefore only
a section of advertising which covers the use of the media, which can be defined as the communications industry, such as television, radio and the printed media, with newspapers, local
and regional as well as magazines and specialised publications and even the internet Advertising serves a purpose for the consumer. The advisements are a communications that inform the consumer
of the product, this may be of the existence, as was the case with the Sheila perfume, or of the virtues or characteristic. For example, the Coca Cola advertisement use
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