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Essay / Research Paper Abstract
A 3 page paper answering 3 marketing questions: why media is more effective in inducing consumer behavior; how retailers can carry private labels without passing on savings to customers; and distinctions between general public relations, marketing public relations and publicity. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgBrandQ.rtf
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Unformatted sample text from the term paper:
brand marketer? Use a specific, concrete illustration from your own experience to support your answer. Marketers have sought to place their messages in
every available space where consumers might see them, extending now even to placing decals on grocery store floors. Banners are ubiquitous, and as such are easy to ignore.
In contrast, media are better suited to inducing desired consumer behaviors. They reach a broader audience, and separate and distinct messages can appear
with greater frequency than advertising with non-media sources. Store banners and billboards remain the same for long periods of time, and they appear at places where consumers are intent
on doing other things. Consumers may pause at an advertisement while leafing through a magazine; they frequently specifically seek out newspaper advertisements. Broadcast commercials break into routine and
are able to gain consumers attention through that route. Jell-O(r) lost its general appeal several years ago, and marketers used coordinated media outlets
to advertise "Jigglers." The company combined broadcast advertising to illustrate the product and newspaper advertising to offer coupons for Jell-O(r). "The product was introduced with a promotion ...
that got more than five million responses" (Aaker, 1996; p. 240). 2. Explain why selling private brands often enables large retail chains to pocket trade deals instead of passing their
reduced costs along to consumers in the form of lower product prices. Production of the products sold under private labels generally is done
by those producing national brands, so stores selling private-label goods still are supporting the manufacturers of national brands. For their part, these manufacturers are most concerned with the ultimate
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