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Papers On Advertising Issues
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Abercrombie & Fitch - An Analysis
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A 12 page paper. The Abercrombie brand dates back to 1892 when David Abercrombie opened his first outdoors apparel and equipment store. The name was changed when Ezra Fitch bought into the company in 1900. Since that time, this company has faced bankruptcy, been bought out twice, changed its focus entirely, been sued for discrimination and been accused of promoting promiscuity. This essay provides a short history of the company and discusses branding, marketing strategies and problems, competitors with selected financial data, and plans for the future. The essay begins with an executive summary and ends with conclusions. Bibliography lists 12 sources.
Filename: PBanfan.rtf

Achieving Total Quality
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A 5 page paper discussing quality management for both production and services. The current evolution of the principles of Total Quality Management (TQM), total quality is that concept by which the organization uses all resources available to it, builds long-term relationships with both employees and customers, and remains open to ways in which processes can be improved for more efficient operation. Employees are involved and are expected to be; training ensures that their skills remain relevant to the strategic goals of the organization. Teamwork is an integral part, but employees may be organized into work teams or not, depending on the needs of the organization. Bibliography lists 4 sources.
Filename: KSquality.rtf

Ad Analysis - Martha Stewart Everyday Colors®
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A 6 page paper analyzing a full-page advertisement appearing in the August-September, 2003 issue of Budget Living magazine. The advertisement is for Martha Stewart Living Omnimedia’s line of Martha Stewart brand paint colors. The paper assesses the advertisement for appropriateness for the audience and effectiveness in its message, concluding that it meets both conditions. Bibliography lists 1 source.
Filename: KSadvMarStew.rtf

Ad Analysis / Advertising Winn-Dixie's Marketplace Supermarket
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A 6 page paper analyzing a full page advertisement appearing in the October, 1998, issue of Southern Living. The paper discusses the marketer's use of image, including color, issues of class and gender and how their services can allow a 40-ish mom to study for her final while using Marketplace non-grocery services to keep her family from missing out on the other things she might otherwise be doing, including making dinner and a birthday cake. Every mother doing something besides mothering is concerned that she does the one without leaving the other undone. This advertisement reflects this stance in its images, and shows respect for those feelings and responsibilities, and does it all through an image that conveys upper-middle class comfort. No bibliography.
Filename: Winndix.doc

Advertisement Analysis / Three Hotels
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A 9 page essay that comparatively analyzes print advertisements for three different hotels. The analysis looks at the structure and content of the advertisement and identifies the target audience for each advertisement with evidence to support the writer's conclusions. Socio-cultural and subliminal messages are explored for each ad. Bibliography lists 5 sources.
Filename: Ad3hotel.wps


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