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Essay / Research Paper Abstract
A 6 page paper assessing the honesty of Chevron's advertising campaign designed to promote the company as being environmentally-friendly. In a series of advertisements, Chevron focuses on one particular environmental project, including a different one for each advertisement. One such advertisement highlights the company's efforts to place wooden platforms above high-voltage wires so that eagles are not electrocuted. The purpose here is to evaluate Chevron's motivations for the advertising campaign, and to assess the advertisements' content for honesty. The ultimate purpose is to determine whether Chevron's "People Do" ad campaign constitutes false advertising. The paper concludes that the company is within its legal right of commercial free speech and its right to promote itself and its business activity for the purpose of enhancing its competitive advantage in its industry. The campaign may not be fully honest, but Chevron is within its rights. Bibliography lists 5 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgChevron.rtf
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Unformatted sample text from the term paper:
company Chevron has gone to great lengths to promote itself as an environmentally-friendly company. In a series of advertisements, Chevron focuses on one particular environmental project, including a different
one for each advertisement. As example, one such advertisement highlights the companys efforts to place wooden platforms above high-voltage wires so that eagles are not electrocuted. The advertisement
ends with the question, "Do people really reach that high to protect a natural wonder?" with the final word, of course, being "People do."
The purpose here is to evaluate Chevrons motivations for the advertising campaign, and to assess the advertisements content for honesty. The ultimate purpose is to determine whether Chevrons
"People Do" ad campaign constitutes false advertising. Marketing Basics It is generally agreed that marketing
consists of four primary categories, which marketers refer to as the four "Ps." The four Ps refer to product, price, place and promotion. Each "P" needs to be
addressed and closely managed; this advertising campaign falls into the marketing category of promotion. What Chevron is trying to do with the campaign
is to promote not its products, but rather its company image. Increasingly, the mainstream finally is becoming more environmentally conscious, but there is much misinformation available. Environmentalism is
an immensely broad topic, and one that has been trivialized through good intentions for so long that it became even laughable at some points in the past.
Environmental Concerns "The ocean will be dead in seven years!" So prophesied actor Ted Danson nearly 20
...