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Papers On Advertising Issues
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Advertising as an Marketing Entry Barrier
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A 9 page research paper that looks at advertising a vehicle that can be utilized by an established firm to prevent entry into a market by new entrant competitors. In both the consumer and the industrial markets, those companies that have been pioneers in their particular fields traditionally continue to outsell later entrants. This is so common that the term "pioneering advantage." The writer argues that advertising plays an intrinsic role in establishing this factor. Bibliography lists 10 sources.
Filename: EntryBar.wps

Advertising as an Marketing Entry Barrier
[ send me this essay ]
A 10 page research paper that looks at advertising a vehicle that can be utilized by an established firm to prevent entry into a market by new entrant competitors. In both the consumer and the industrial markets, those companies that have been pioneers in their particular fields traditionally continue to outsell later entrants. This is so common that the term "pioneering advantage." The writer argues that advertising plays an intrinsic role in establishing this factor. Bibliography lists 10 sources.
Filename: Admarbar.wps

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


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