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Essay / Research Paper Abstract
This 12 page paper compares and contrasts to television advertisements shown in Australia; McDonald’s and Carlton Draught Beer. Each of the advertisements is considered in turn, identifying the potential target market, looking at the way that the advertisement is seeking to stimulate a purchase using Maslow’s hierarchy of needs, and assessing the impact of the advertisement with a small survey of three people. The bibliography cites 8 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEcarltonMcD.rtf
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Unformatted sample text from the term paper:
advertising their products on the television. Interestingly, they both use a similar tactic; trying to make an advert interesting without revealing what the product is until the end, in order
to keep the target market watching the advert, and both seek to stimulate to purchase using higher-order needs in Maslows hierarchy. McDonalds managed to gain a higher level of brand
recall, despite the appearance of Carlton been highly successful in making a "stunning" advertisement. Therefore, it may be argued to television advertising is only a part of the marketing mix
which is needed in order to be successfuland stimulates repeat purchases. 1. Introduction The way food and drink are marketed has to be undertaken with a great care. In most
cases the purchase price of the good will be under $10, so television marketing can be relativity costly, and to create a cost benefit from the budget the advertisements needs
to stimulate a high level of purchases in order to create a cost-benefit (Nellis and Parker, 2006). It is interesting to compare different television advertisements in order to assess the
approaches taken and the commonalities which may reflect different target markets and values, but are also aimed at the same broad market. In order to assess this two advertisements
have been chosen, the 2007 advertisement for Carlton Draught Beer showing groups of people running across the outback creating images with an operatic score, and the more recent advertisements by
McDonalds, advertising the restaurant as a family brand. In both cases the items being sold cost under $10. 2. Carlton Draught Beer This advertisement is filmed on a massive
scale; the theme of the advertisement is that it is a big advertisement. It may be argued that is has been inspired by the British Airways advertisement of more than
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