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Papers On Advertising Issues
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'Got Milk?' Campaign
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5 pages in length. The writer discusses the 'Got Milk?' campaign as it relates to the future of milk consumption. Bibliography lists 1 source.
Filename: TLCmilk.wps
Paper Title: 'Got Milk?' Campaign

“Cigarette advertising”
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A six page paper which looks at an advertising campaign layout for Camel cigarettes, with reference to the way in which the advertisement is presented, the probable target audience, the techniques used to convey the message of the advertisement and the extent to which it is likely to be successful.
Filename: JLcamelad.rtf
Paper Title: “Cigarette advertising”

“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
Paper Title: “First Alert” Fire Alarms -- A Marketing Case Study

“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
Paper Title: “Marketing Is More Than Promotion, and Promotion Is More Than Advertising”

“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
Paper Title: “Out of this World Superplay Action!”: An Analysis of a 1990 Advertisement in “Boy’s Life” Magazine

“Pre-testing and creativity in advertising”
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A five page paper which looks at the way in which pre-testing is perceived at various stages of the advertising campaign process, and whether it could be said to increase or decrease levels of creativity within the campaign. Bibliography lists 5 sources.
Filename: JLpretest.rtf
Paper Title: “Pre-testing and creativity in advertising”

“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
Paper Title: “Re-Positioning a Brand: MasterCard’s ‘Priceless’ Campaign”

"Am I Thin Enough Yet?"Sharlene Hesse-Biber
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(3 pp) Am I Thin Enough? is the "question" half of a 1994 book title by Sharlene Hesse-Biber. The "rest of the story," Hesse-Biber claims, may be found by looking at The Cult of Thinness and the Commercialization of Identity. Although she doesn't directly accuse anyone she feels that there are societal forces at work, which are detrimental to women's health. Everyday, women are given the message that how they look is more important than how they think.
Filename: BBthinn.doc
Paper Title: "Am I Thin Enough Yet?"Sharlene Hesse-Biber

"Branding" & Advertising
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An 11 page research paper that examines the relationship between establishing a brand name, i.e., "branding," and advertising. Numerous experts acknowledge that successful "branding" of a product or service is intrinsic to achieving and retaining customer loyalty. Bibliography lists 6 sources.
Filename: khbradv.wps
Paper Title: "Branding" & Advertising

"If You Hate Periods, You'll Love Pamprin"
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A 5 page paper that challenges the advertisement of Pamprin, which states that "If you hate periods, you'll love Pamprin." The paper presents a study to investigate the claim. Bibliography lists 4 sources.
Filename: RApamprin.wps
Paper Title: "If You Hate Periods, You'll Love Pamprin"


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