Essays and Research Papers on Marketing

A 5 page paper examining the wisdom of introducing a new communications device. The management of Reliance Communication, Ltd. needs to assess the wisdom of approving a budget for a new product. It has introduced several new products in recent years, but none has been commercially successful. The company needs to ensure ...

This 3 page paper considers some of the aspects seen in the job of a communications professional. The paper considers the need to communicate effectively by understanding the message, the audience and how they need to make sure then message is received correctly by the target audience. The bibliography cites 4 sources.

Financial services products are an intangible good and may often be a grudge purchase making them harder to sell. This 5 page paper considers the role of communications in marketing financial services and looks at how a financial services company can gain a competitive advantage. The bibliography cites 8 sources.

The role of a communications profession, whether in marketing, journalism or PR, is to communicate a set message so that it is understood b the target audience. This 3 page paper considers how professional communicators can undertake this task and why it is important they understand how the audience will receive the message. The bibliography ...

Tesco, the UK supermarket, recently launched a television advertisement that told consumers they compared they compared their own prices with those of major competitors, such as Asda and Sainsbury, on their web site. This 3 page paper critically evaluates this as a marketing communications campaign, identifying the likely objectives and how these may have been ...

This 19 page paper examines the importance of communication in building and maintaining brands. The paper begins by examining different forms of communication and the issue of encoding and decoding, the need to identify the target market and the value of segmenting that market. The approaches are then applied to marketing in the consumer environment ...

This 2 page report briefly discusses the fact that as with any other type of persuasive communication, sales communication relies on effectively matching message and audience and using the communication style that best suits that audience. The key issue(s) must be: Who (the communicator) said what (the message) to whom (the audience) No additional sources listed.

This 14 page paper considers the importance of communication in marketing. By considering the way in which consumers make purchase decisions and applying them the communication models on marketing the paper shows the student hew a campaign may be carefully aimed at consumer groups in order to maximise the existing processes to the companies advantage. ...

This 7 page paper looks at the way in which Procter & Gamble may develop an integrated marketing communication strategy for the promotion of the when the brand in Belgium and Malta, developing a general models that can be adapted for each market. Concepts of integrated marketing communication of considered before the potential marketing strategies ...

This 10 page paper considers the way that a company uses the idea of communication in its' marketing. The writer uses the five communication effects and applies them to the automotive industry, using the Mercedes-Benz ML model as an example. The bibliography cites 9 sources.

This 5 page report discusses the communication exchange of one-on-one that is referred to as “dyadic” and how it relates to consumer behavior and marketing. What friends tell friends about any particular item or service results in an impact on the support and objectivity of those providing the product or service. Marketing departments, advertising agencies, and public relations practitioners all want to ...

Strategy This 10 page paper considers how to build an integrated communication strategy for a brand. The writer does this by looking at Pedigree’s Cesar brand of dog food in conjunction with the five communication effects and the 4 P’s. The bibliography cites 10 sources.

10 pages in length. Just about everyone agrees that integrated marketing communications is a good thing. It tends to be intuitive that each piece of the marketing mix should work in unison, leveraging the other pieces' strengths and presenting a consistent set of benefits and images to the customer. A fully integrated program makes the best use of advertising, public relations, ...

This 7 page report discusses the media landscapes of public relations and advertising and the ways in which they interact in the larger processes of public communication. The relationship between the two demonstrates how the line between where the media landscape of one reality and the next blur. The report also briefly discusses how the radical transformation of the ...

This 10 page paper looks at how marketing sells perspectives rather than products and the role that integrated marketing communication plays in the creation of the consumer perspective. The paper looks at the role of integrated marketing communication and demonstrated how it takes place to create the desire impression and associations with a brand. ...

A 5 page paper examining the degree to which Coke’s marketing communication is integrated in its messages. The superficial view is that Coca-Cola has little integration in its marketing communication. However, closer inspection reveals that the company is preserving its tradition of close integration, but in a different form. It finally has ...

A 10 page paper discussing communication disconnect surrounding and immobilizing new product development. Examination of email exchanges at AcuScan reveal management not managing; "little Napoleon syndrome" in action; a general dearth of innovation and creativity; unproductive communication; and a host of other problems. All combine to create a stalemate between individuals who need ...

A 10 page paper discussing the expansion of a fictional British firm, Global Ventures PLC, into the US and China where it will offer wireless communication (cell phone) service. The paper includes examination of the wireless communications industry in each country; a PESTEL analysis; Hofstede's cultural dimensions; and Porter's barriers to entry analysis. ...

A 5 page paper providing an integrated marketing communications plan for the "classic" Coca-Cola product. The paper identifies the 13-18 target market and promotional objectives. It describes the promotion mix and provides a $2.3 million budget, and provides four points for evaluation. The plan includes advertising in high school newspapers and teen-focused ...

This 3-page paper discusses consumer behavior during a recession and how Verizon Communications is trying to market its products and services in the recession. Bibliography lists 3 sources.

A 10 page paper describing a proposed public relations effort. Hair Gallery International is a successful salon near Irvine, California that seeks to become a greater part of the community and to solidify its relationships with current customers while also developing new ones. The framework in which this public relations effort will be ...

8 pages in length. Marketing organizations are now using more of a public relations and sales promotional mix rather than the above the line advertising which use to be more common. This paper will take a critical look at this recent shift within the marketing communications mix, using contemporary examples to illustrate the argument. Bibliography lists 21 sources. ...

This 7-page paper focuses on consumer perception toward blue jeans in both the United States and Asia. Topics discussed include history, as well as advertising and communication methods. Bibliography lists 4 sources.

This 3-page paper discusses the steps necessary to marketing a hair and nail salon. Included are market research and marketing communications. Bibliography lists 4 sources.

This 9 page paper looks at the way in which an integrated marketing communication campaign may be created for a local supermarket. The paper starts by examining the concept of integrated marketing; discussing how it is achieved and providing an example of an integrated marketing campaign and utilizes that information in order to provide a ...