critical essays
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“First Alert” Fire Alarms -- A Marketing Case Study
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This 6 page report discusses the company “First Alert” and the smoke detectors it markets. It is a simple enough concept -- an unobtrusive, inexpensive, and effective device that can warn people that there is a fire nearby. A smoke detector should be considered as the first line of defense in saving lives and injury in case of fire. “First Alert” has become something of a household name in terms of residential fire protection. The company’s products offer a variety of features, not the least of which is affordability. Bibliography lists 5 sources.
Filename: BWfireal.wps

“Generation Rx”
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A 10 page review of Greg Critser’s expose on the pharmaceutical industry and its impact on American culture. This paper uses a volume of additional research to back up Critser’s contentions. Bibliography lists 10 sources.
Filename: PPmedGenRx.rtf

“Marketing Is More Than Promotion, and Promotion Is More Than Advertising”
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This 3 page paper examines the health care industry to support the argument that “marketing is more than promotion, and promotion is more than advertising”. The bibliography cites 5 sources.
Filename: TEmarpromh.rtf

“Marketing to Women” by Martha Barletta
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A 10 page chapter by chapter review of Martha Barletta’s “Marketing to Women: How to Understand, Reach and Increase Your Share of the Largest Market Segment.” No additional sources cited.
Filename: RAmrwmn.rtf

“Out of this World Superplay Action!”: An Analysis of a 1990 Advertisement in “Boy’s Life” Magazine
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A 5 page analysis of this ad by Acclaim Enterprises, Inc. This paper emphasizes the direct marketing approach. No additional sources are listed.
Filename: PPadGameSystem.rtf

“Re-Positioning a Brand: MasterCard’s ‘Priceless’ Campaign”
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A 9 page overview of the development of MasterCard’s innovative advertising campaign. This paper details the research that went into designing the campaign. Bibliography lists 3 sources.
Filename: PPmarketingMCpriceless.rtf

“Sports marketing”
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An eight page paper which looks at several aspects of sports marketing, in terms of the potential consumer base, marketing strategies, the importance of market research and the way in which these factors affect both sport itself and sports-related products. Bibliography lists 6 sources
Filename: JLsportsmark.rtf