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Essay / Research Paper Abstract
A 6 page paper arguing that advertising rates are far too high, to the point that smaller businesses suffer from being unable to compete for advertising in the local market. The paper discusses implications for the national economy, as well as a discussion of the 4 Ps of marketing. Includes 1 chart. Bibliography lists 6 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSadvHiRate.rtf
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Unformatted sample text from the term paper:
Nations, Adam Smith wrote that the natural course of any economic system was to increase and to expand. Adam Smith has been shown to have been correct about many
aspects of economic development, and in this sense he even accurately predicted the course that advertising rates would take. Advertising rates have increased steadily over time, and they seem
not to be particularly sensitive to any law of supply and demand. Though advertising has experienced its own private recession in recent months, the drop in demand appears not
to have greatly affected the price of the most desirable forms of advertising. At least one industry observer notes that with each passing
year, advertisers are paying more for advertising but have increasingly fewer choices available to them: "In what other business do customers line up to pay more and get less?"
(Schmuckler, 2003; p. SR2). The purpose here is to argue that advertising rates are far too high, and even exclude smaller businesses. Advertising and the US Economy
The national economy had been flirting with recession since the fallout of the technology sector in 2000, but the terrorist attacks of September 11 pushed
it over the brink. Advertising expenditures sharply declined, and they remained rather scarce for some time. Advertising has recovered to an extent, but many businesses still have not
recovered to the point that they now spend in advertising as much as they did prior to the terrorist attacks. As businesses struggled
throughout the post-September 11 recession, not all were required to sacrifice equally, of course. Chura (2002) reported that Coca-Cola requested proposals from Berlin Cameron/Red Cell for approaches to using
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