critical essays
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Advertising in Singapore
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An 8 page paper discussing concepts that advertisers need to heed when advertising in Singapore. The bottom line for marketers planning the promotional aspects of the marketing mix in Singapore is that though Singapore is indeed an integral part of the “mysterious” Asia, in pragmatism and practicality the people of Singapore are less comparable to people of some of Singapore’s Asian neighbors. The people have worked hard to raise their standard of living over the past 40 years and they demand quality and value in the items that they choose for themselves. Informative advertising is well accepted in Singapore, but advertisers need to remain aware of the people’s ability to cut through “spin” if they are to reach the greatest success possible with advertising in Singapore. Bibliography lists 8 sources.
Filename: KSmktgAdvSing.rtf

Advertising on the Internet; Creating Pull for Bricks and Mortar Stores
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This 4 page paper considers if it is possible to internet advertising in order to create demand for a product in retail stores and persuade the retailers to stock the goods. The paper looks at the case of Estee Lauders’ ‘Advanced Night Repair Concentrate’, and considers if this type of strategy will persuade the shops to stock the product. The bibliography cites 7 sources.
Filename: TEadinter.rtf

Advertising on YouTube
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This 5 page paper takes a hypothetical target market and explores how a YouTube campaign might be successful. Bibliography lists 5 sources.
Filename: SA743You.rtf

Advertising Techniques in the Wake of Current Events
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15 pages. As current events change it is only natural that the marketing of consumer products must change as well. In the wake of natural disasters, war, and terrorist acts, we see marketing become more patriotic in nature. Other events spark unique advertising changes as well. The focus of this paper is how advertising must change with the times in order to keep the consumers' goodwill. Bibliography lists 21 sources.
Filename: JGAadtne.rtf

Advertising to Educate and Benefit Consumers
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A 4 page paper discussing the benefits of using advertising to educate consumers. Educating consumers is a point of advertising's classic rules, but advertisers have moved increasingly further away from that rule in recent years as they strive merely to put brand names in front of consumers. As is the case with anything else when one or more points of "laws" are ignored, those ignoring those standard rules miss opportunity to achieve greatest efficiency. Pharmaceutical companies, online traders, online bankers and a host of other companies dealing in goods and services have fared well by including consumer education in their marketing efforts. Bibliography lists 6 sources.
Filename: KSadvEducate.rtf

Advertising’s Basic Components
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A 6 page paper analyzing common advertising practices. The primary tool of the “promotion” component of the marketing mix, advertising contains specific components serving as tools used to convey the advertiser’s message. This paper explores qualities of the visual, aural and copy components, illustrating each with examples of current or recent campaigns. Bibliography lists 10 sources.
Filename: KSmktgAdvBasics.rtf

Advertising: History, Overview, Future Trends
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A 48 page overview of advertising. Merchants and manufacturers have been advertising their products and services literally for hundreds of years. Though advertising never has been as intense as it is in today’s hypercompetitive environment, it nonetheless has been instrumental in the success (and failure) of many, many businesses over the years. The purpose here is to review advertising’s history and how it has changed over the years, and to glimpse into the future for what forms it likely will take in coming years. The paper discusses advertising’s history; the 4 Ps; semiotics; the fallout of Calvin Klein’s 1995 campaign; international advertising; and advertising as art. Bibliography lists 30 sources.
Filename: KSadvHistOverv.rtf