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Essay / Research Paper Abstract
This 6 page paper examines Sears marketing campaigns and branding efforts. A focus is on its 2008 Internet strategy. Bibliography lists 10 sources.
Page Count:
6 pages (~225 words per page)
File: RT13_SA833Srs.rtf
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Unformatted sample text from the term paper:
companies should advertise only on the Internet and ignore print. After all, fewer people seem to read newspapers than they had in the past. News is provided on television and
on the Internet twenty four hours per day. While that observation may be true, print is not a dead medium. In fact, print advertising is still very relevant today. In
fact, print advertising is the largest medium in Britain ("Print still leads for advertising," 2008). The trend is in fact also relevant in the United States. After all, many agencies
in the United States are owned by European organizations. When it comes to advertising, attention is generally paid to marketing and how a product can best be placed into the
market and get a share of the audience. Marketing is very important in the scheme of things. Phillip Kotler (2005) for example defines marketing as follows: "Marketing is the
science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit" (p.1). As part of the marketing concept, branding is key.
Branding involves a number of things. There is something called brand positioning and something else referred to as brand image (Young, 2002). In evaluating Sears, for example, a firm that
is well known to the majority of Americans, is its brand image truly successful? How does the firm use both print and electronic marketing to its advantage? In respect to
brand, a survey queried the general public about Sears. It had been reporting that 67% (Lemonnier, 2008, p. 4) of participants claimed that they do not think of Sears as
a great brand. This is not surprising. Sears has not worked on sharpening its image to come up with a significant brand concept. Speculating as to how the brand power
...