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Papers On Business - Management
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Advertising at Levi Strauss
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A 10 page paper discussing how Levi's lost the teen buyer and to what extent the company will go to win them back. Levi Strauss is reported to be a $7 billion company, and has grown in its 140-year history to be one of the anchors of true American culture. Built on being the rough work pants of the West, Levi found that it had neglected its younger buyers and as a result was rapidly losing market share in the US though it was still performing well overseas. The company reassessed its approach to the younger buyer late in 1997 and then directed much of its total advertising budget to regaining lost ground with teens. Bibliography lists 9 sources.
Filename: Levis.wps

Advertising at Nike
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A 5 page paper discussing this company's historical and current approach to advertising. The paper discusses celebrity endorsement, the company's level of affiliation with professional and collegiate teams and its increasing broad-based approach to advertising. Not all of Nike's advertisements directly promote the brand, but rather promote the sports in which Nike shoes and apparel are used, such as its "March Madness" series in 1999. Bibliography lists 6 sources.
Filename: KSNikeAdv.wps

Advertising Between 1870 and 1930
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This 8 page paper looks at ads between 1870 and 1930 and talks about the history of advertising within that time period. Twenty-one sources are used in the footnotes provided.
Filename: SA112Ad.wps

Advertising Campaigns of the 1960s, 70s, 80s and 90s / The Focus on the American Middle Class
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This 5 page paper looks at different print advertising campaigns over the course of the last four decades and considers the similarities and differences that exist in terms of target audience, message content, product and pricing information, message complexity, visual imagery and the overall impact of the advertisement related to the nature of the existing market focus. This paper attempts to demonstrate through the evaluation of four specific advertisements (one for each decade) that there was an increasing focus on the targeting of the American middle class as a primary consumer base. Bibliography lists 4 sources.
Filename: MHad60s.wps

Advertising Communications; Nokia;
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This 6 page paper considers the advertising strategy of Nokia in the mobile telephone market, considering it in isolation with reference to the five communication effects as well as in comparison to other competitors such as Siemen's and Ericsson. The paper looks at specific advertising campaigns and analysis them against this framework. The bibliography cites 10 sources.
Filename: TEnokia3.wps


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