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Essay / Research Paper Abstract
A 7 page rewrite of the paper titled, “Changes in Advertising over the Last Half Century” containing much of the same text but presented from a different perspective. This paper includes more information about how advertising was done in the 1950s and why advertising elasticity measures were more applicable then. The landscape has changed dramatically, however, and the 1950s adage, “you get what you pay for” generally no longer applies. Formal promotion techniques still are relevant, but in a different form than that which was relevant a half-century ago. Bibliography lists 7 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmktgAdvert1950s2.rtf
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Unformatted sample text from the term paper:
question being considered here is, "The Elasticity of advertising has been falling since the mid 1950s for most products and for most industries. Does this mean the end of formal
promotion techniques?" The short answer is that it does not. Following is justification for this answer. Definition of Terms Elasticity.
Broadbent (2001) reports that "Elasticity is the measure used when we express the increases both in advertising and in sales as percentages of their average values" (p. 7). When
writing his own paper on this topic, the student should consider that Broadbents (2001) statement requires that changes in sales in response to advertising must be measurable.
Formal Promotion Techniques. Collectively, these equate to one of the 4 "Ps" of marketing: product, price, promotion and place. The one under question,
of course, is that of promotion. Advertising in the 1950s Consumers were willing to buy all types of products in the 1950s, for
reasons discussed more fully below. It had long been common to purchase houses through mortgaging, but consumer debt options available today were unknown in the 1950s. Buying big-ticket
items (such as a car) "on time" (i.e., on credit) was a growing trend; department stores and some other retailers offered credit terms to customers. The bank cards so
common today did not exist, however. Consumers made most of their purchases with cash and at the time of need for the items they bought.
Socially, the nuclear family was the norm, and only a small percentage of families outside the working class had two wage-earners. Relatively few households had freezers;
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