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Essay / Research Paper Abstract
This 3 page reaction paper focuses on an article about marketing at Home Depot. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: RT13_SA904hd.rtf
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Unformatted sample text from the term paper:
Article Summary: The article begins as the author notes that Home Depots present advertising agency promoted three possible television commercials to focus on three brands of tractors (Frazier, 2006).
HD personnel were at a loss to choose and so Senior Vice President of Marketing Roger Adams decided to ask consumers which commercial they liked best (Frazier, 2006). Diane Fannon,
an important member at the ad agency The Richards Group, remarked that Adams is by the book, but he does have a "what if" mentality (Frazier, 2006). In the
context of the interview, Fannon praised Adams. Adams reportedly had focused on the evolving role of marketing at the Home Depot Corporation (Frazier, 2006). As a result, he has forged
a relationship with merchandizing to the point where marketing and merchandizing makes decisions in unison (Frazier, 2006). As the article unfolds, it is explained that Adams defines finding growth
strategies as his mission for the next several decades (Frazier, 2006). Adams background is as in advertising, marketing and customer service and he has been with companies such as PepsiCo
and General Motors (Frazier, 2006). Of course, the article is also about a shift in responsibilities. As Adams bosses left the company, he had to fill in, and the primary
spot is not yet filled. The author explains: "With Mr. Taylor on his way out, Mr. Adams becomes the de facto marketing chief at Home Depot; he continues to oversee
a $533 million marketing budget. But he doesnt plan to throw his hat in the ring to succeed Mr. Taylor" (p.22). The article is rather complimentary about Adams business savvy
and flexibility. V. Reaction and Recommendations: Home Depot is an extraordinarily large organization with a very large advertising budget. Frazier (2006) writes about Adams, a manager who has
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