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Essay / Research Paper Abstract
A 6 page paper focusing on the change of influence of advertising elasticities. The 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. The justification for this answer takes the form of a brief discussion of the 4 Ps of marketing that emphasizes promotion. The paper also provides some historical perspective regarding consumers’ desire for value. Bibliography lists 7 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgAdvert1950s.rtf
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Unformatted sample text from the term paper:
The 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. The Marketing Mix As competition continues to increase well
past the point at which nearly everyone believed it could not surpass, the marketing mix continues to become even more significant for marketers and their employers. The four Ps
provide a method of breaking down the marketing mix into manageable and maneuverable components. As more marketers seek the attention of more customers in a relatively finite number of
outlets, close management of each "p" is critical to the success of a product, service or business. The product, obviously, is that thing
being sold. It does not need to be a tangible good, it can also be a service. In short, it is the thing, commodity or service that an
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