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Essay / Research Paper Abstract
This 4 page paper compares the online and printed advertisements of Starbucks, looking at what they communicate, the way they support sales and try to motivate purchases and how they compare. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEonliprSt.rtf
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Unformatted sample text from the term paper:
facing falling sales and the loss of its differentiation advantage of the past. There has been the use of the internet and print marketing in order to communicate the messages
to its target market, by looking at the marketing seen in these mediums there are commonalities as well as differences. There is an integrated approach to marketing, where there
are different messages, but they are supportive of each other, this is extremely important when it is revealed that recently Starbucks have doubled the amount it spends on marketing up
to $100 million a year (York, 2008). The general message is that of differentiation and experience and the sale of an experience. Coffees are sold as gourmet coffees, the internet
web page facilities this with the images of different coffees being shown and then further details accompanying strong clear images informing but also tantalizing. The web page and online
marketing is using the images of the goods in order to convey a sense of desire. There are different motivations underlying the way that goods are sold, the two types
of needs that can drive motivation are biogenic, which come from physical needs such as thirst and hunger, as well as discomfort, the second type of need is that of
psychogenic, these are needs that arise from some type of tension, such as the need for recognition or the feeling of belonging (Kotler, 2003). Each of these needs can become
a motivation when they are stimulated in the right way (Kotler, 2003). The online marketing may be seen as appealing to both types of needs in order to create
motivation, the differences between the online and the print marketing may be seen in the way that they are able to stimulate these needs to become purchase motivations. The way
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