Case Study: Coral Divers Resort
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5 pages in length. This is an excellent example paper that can be applied to any business. Analyzes the strategy to improve the profitability of the Coral Divers Resort. Executive summary makes recommendation based on an industry wide study. The paper explains how by enhancing assets that are already in place and doing an efficient and well thought out advertising campaign, Coral Divers Resort can increase profits dramatically within a relatively short timeframe. This comprehensive paper includes graphs for financial analysis.
Filename: JGAcoral2.rtf

Case Study: Organizational Practices
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This 4 page paper responds to student-generated questions: Is it more important to do the right thing or to do things right? Whose ethics should be used as the standard for companies? How do internal and external politics play a part in the organization? Who should organizations be accountable to? Examples student has witnessed that are unethical or illegal. Bibliography lists 4 sources.
Filename: PGorqst.rtf

CDNow and N2K
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A 7 page research paper that provides a business analysis of the recent merger between CDNow and N2K. CDNow and N2K had many problems in common. Both companies had expanded revenue and losses for the fourth quarter and all of 1998. Both companies were facing stiff competition form Amazon.com. They both had to devise methods and advertising to get their names as well-known to the CD-buying public as Amazon.com. They both needed to satisfy their investors while remaining competitive in the online marketplace. With so many problems in common, it made sense that CDNow and N2K decided to merge and combine forces in trying to combat the behemoth Amazon.com. Bibliography lists 5 sources.
Filename: 90cds.rtf

Celebrities In Advertising
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The traditional view has been that celebrity endorsements give a brand a touch of glamour and that a famous face will provide added appeal and name recognition in a crowded market. This 6 page paper argues that the use of celebrities in advertising is not as advantages as it once was inasmuch as the alternatives (humor and music) are more cost effective as well as provide better recall. Bibliography lists 8 sources.
Filename: KTcelbad.wps

Celebrity Endorsements
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A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.
Filename: PGclbend.rtf

Changes in the Advertising Industry
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This 8 page paper outlines changes that have occurred in recent years in the advertising industry. Several issues are broached including globalization and the effect of the Internet. Bibliography lists 5 sources.
Filename: SA144adv.rtf

CHANGES IN THE CONSUMING BEHAVIORS OF AMERICANS AND THE INFLUENCE OF MARKETING
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This 3 page paper discusses the influence that marketing has on culture and the average american person. Bibliography lists 1 source.
Filename: MBamerican.rtf

Changes in the Culture of New York City's Advertising Industry
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This 5 page paper takes a look at the advertising industry in New York City. How it has changed over time is examined. Various aspects are discussed including the effect of the economy, technology and government regulation. Bibliography lists 2 sources.
Filename: SA440ad.rtf

Characteristics of the Advertising Agency in America
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This 5 page paper presents an overview of advertising in the U.S. and how its corporate culture has an effect on its management style. McCann Erickson is used as an example. Bibliography lists 2 sources.
Filename: SA206Ad.rtf

Children And Youth As Consumers
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This 15 page paper begins by providing data about the population of children in the U.S., divided into age groups. The paper then discusses the astounding buying power of children under the age of 18, both in terms of direct purchases and in terms of influencing parents' purchases. Data are then reported regarding the types of purchases children make. Following these data is a comprehensive discussion of the consumer socialization process as it relates to youngsters. This discussion inherently includes cognitive and social developmental processes and the identification of three specific types of consumer segments in which children are categorized. At the end of this section, the writer comments about how marketers use children to influence their parents' purchasing decisions as well as their own direct purchases. Bibliography cites 15 sources.
Filename: PGchlcon.rtf

Chiropractic Office Expands Through Internet: Proposal
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A 15 page paper that presents a proposal directed to investors. In this proposal a group of chiropractors have decided to market their services Online by developing a Web site. The paper includes an executive summary; company overview; market comparison; marketing plan; management plan; data comparing average number of patients to the base for these chiropractors; costs for establishing and maintaining the Web site; obstacles and opportunities, including research; initial plan; action plan and offerings to the investor. Bibliography lists 8 sources.
Filename: PGchweb.rtf

Clothing Retailing in the United Kingdom
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This 5 page paper focuses on this niche with an emphasis on Marks and Spencer and its flawed marketing strategy. Other companies are mentioned as well. Bibliography lists 4 sources.
Filename: SA230MaS.rtf

Coca-Cola Marketing Strategies
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A 10 page paper. The Coca-Cola Company has been the world's largest producer of carbonated soft drinks for many years. It holds that position through diversification, development of new products, creating new markets, and market penetration. This essay reports and discusses the company's marketing mix, how they target niche markets, and how they position the company. Bibliography lists 12 sources.
Filename: PGcokemk.rtf

Coca-Cola: Threats and Opportunities
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5 pages. With so much at stake these days and with the growing competition between products, it has become a science to determine how to get the consumer's attention, and ultimately, the consumer's dollar. Coca-Cola is currently experiencing both threats and opportunities in the choices being made towards getting the most impact out of its advertising. Bibliography lists 3 sources.
Filename: JGAcokec.doc

Communicating Effectively & Internal Publics
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A 7 page research paper that examines the topic of internal publics and effective communications, using the context offered by the crisis being experienced at Mattel over toy recalls due to toxic paint. Bibliography lists 4 sources.
Filename: khprtoy.rtf

Communication in Retail Sales and Marketing
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An 8 page overview of the importance of communication in retail sales and marketing. Utilizes a fictional business plan to outline the aspects of communication which come into play in defining a market and effectively targeting that market through an advertising campaign. Bibliography lists 6 sources.
Filename: PPbusCom.rtf

Comparative Advertising
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3 pages in length. Comparative Advertising has for some time been the term used to define marketing strategies in which a company's competitors are featured in ads and compared with the company's own product quality. Write discusses use and issues of/concerning this technique. Suggested bibliography lists 11 pertinent sources for further study.
Filename: Comparad.wps