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Marketing Essays

Analysis of the brand ‘Red Bull’ and its marketing communications

The majority of managers identified brand equity as a key asset for successful business performance. Through marketing communication strategies a company attempts to create, maintain and increase a sustainable competitive advantage on product attributes in the consumer’s mind (Belch ; Belch, 2007). Brand names like Coca-Cola, Apple, Red Bull and …

Charity Advertising

Charity advertising is very different from other forms of advertising, as the main purpose of charity ads is to persuade target audiences to donate money, rather than buy a product. Thus, the techniques have to be different from product or brand advertising; however, it can be argued that they do …

Compare and Contrast Two Magazine Advertisements

Media is all around us: newspapers, television, radio, films and advertising. Society is continually confronted and manipulated by images, slogans and hidden meanings. The process of design is complex and each stage of development sheds light on the methods used to influence us, the audience, to buy. This essay will …

Consumer behaviour and Marketing

1.0 Introduction“Consumer behaviour is the study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” (Solomon, 2002). Why? How? When? What? Where individuals and groups buy? People talk rationally but they buy emotionally. People buy a …

Gender and sexuality are represented in advertising

This essay will be discussing how the issues of gender and sexuality are represented in advertising. For many years, imagery of traditional male and female stereotypes have been used by companies in the advertisement of their products. Many adverts for products from the early to mid-twentieth century show women in …

Marketing Management by Nivea

1. IntroductionNIVEA is an established name in high quality skin and beauty care products (Nivea, 2009). It is part of a range of brands produced and sold by Beiersdorf. Beiersdorf, which is founded in 1882, is a global consumer goods company engaged in the production and marketing of cosmetics, toiletries …

Marketing Management Major Assignment – Reebok

Reebok’s performance and competitiveness in the athletic shoe market is hindered by some base marketing problems. The most fundamental is a long-term problem of ineffectively scanning the environment. This translates to a more short-term problem of either not targeting, or failing to effectively target, the most profitable segments of the …

Marketing Communication – Coca Cola

In this assignment I have chosen to look at the marketing campaign of the Coca – Cola Company. To this I will look at Kotlers “8 steps in developing effective communications” framework, and relate how these 8 steps are important to any campaign and I will evaluate how the Coca …

Molson Canadian – Marketing review

Molson Canadian has had past success with the patriotic “The Rant” advertising campaign, and is considering how to further increase market share in the future, as each market share point translates into $15 million in profit. There are several concerns that Molson needs to evaluate prior to deciding on an …

Pfizer “Branding” Marketing Strategy

Pfizer Inc. is a research-based, global pharmaceutical company that discovers, develops, manufactures and markets prescription medicines for humans and animals, as well as consumer healthcare products. Pfizer operates in three business segments: health care, animal health, and consumer health care. In 2003, Pfizer committed $7.1 billion to research and development …

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