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Essay / Research Paper Abstract
This 4 page paper evaluates strategic advertising and the importance of branding. Several examples are provided.
Bibliography lists 10 sources.
Page Count:
4 pages (~225 words per page)
File: RT13_SA412adv.rtf
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Unformatted sample text from the term paper:
without a deep seated commitment to strategic advertising." In other words, whatever a firm does and how well it does it, is not necessarily equated with success. A stellar firm
will not shine unless it is committed to strategic advertising. The statement is significant because whether or not someone has a brilliant idea is irrelevant if the idea is not
properly conveyed to the general public. Many people have great ideas but do not know how to market them. Ries & Ries (1998) equates brand building with marketing. One might
want to know how a firm goes about proper marketing and branding is one way to do it. Indeed, since "pre-industrial times, branding has been used to develop strong, enduring
relationships with customers" ("How to Build," 2002). In contemporary times branding still provides all the same benefits (2002). Many people intuitively know this. They ask for a Kleenex instead of
a tissue or a Q-tip instead of a cotton swab. Each of the products associated firm obviously took branding very seriously as they created not only brand notoriety but also
a sense that the product itself is needed. People would begin to associate the brand with the product automatically. Underhill (2000) says that "branding and traditional advertising build brand
awareness and purchase predisposition" (p.32). Donath (2001) explains that branding has become quite an important topic for well managed firms and has created a new distinction in respect to managing
"corporate" or "employer" brands which is that firms utilize brand power in order to motivate it employees (2001). That is an interesting observation. Not only does branding sell items,
but it helps to align employees to the brand, something that even further promotes it. In some way, happy employees may be equated with free advertising. Another point is that
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