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Marketing Essays

The Best and Worst Digital Ad Campaign: Greenpeace and Dolce & Gabbana

Digital advertising is a powerful tool for digital marketers today, as they allow digital marketers to market to their consumers more precisely, efficiently, creatively, powerfully and cheaply than ever before. While some digital advertising campaigns have succeeded brilliantly, others have failed miserably. This essay will discuss the Greenpeace digital advertising campaign against LEGO’s partnership with ... Read More
Pages: 3       Words: 669

Examining the Antecedents of Consumer Behaviour in Relation to Outcomes of Cause-Related Marketing

1. Introduction 1.1. Research Background In the contemporary market, there are several companies competing to survive and the inundation of companies in the market has saturated the feasibility of brand differentiation which is based on traditional attributes such as quality and price (Adiwijaya and Fauzan, 2012). The pressure for brands to differentiate themselves is more ... Read More
Pages: 77       Words: 21096
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Examine How Natural Selection Effects Consumer Behaviour

Natural selection is best known as a process whereby only the organisms who have best adapted to their environment survive and transmit their genetic characters while those who did not possess the proficiency to adapt tend to be eliminated and suffer fatalities (dictionary.com, N.D.). Humans still have certain traits of ancestors which derived from the ... Read More
Pages: 11       Words: 3002

Analysis of Unilever

Executive Summary Unilever is one company that has established its operations in various countries and has an ambitious plan for growing its business sustainably with a sense of social purpose and providing efficiency and innovation in its growth strategies. With having operations in various countries, the company gets the advantage of various regional markets and ... Read More
Pages: 11       Words: 2754

Analysing the Processes and Methods To Manage Consumer Behaviour

Gabriel and Lang (2006) theorised that consumers are unmanageable because consumers have different `faces` in different periods of their lives. This is contradicted by researchers like Hackley (2012) who feel this is not the case. In this essay, different theories and examples from personal experience have been used to discern to what extent Gabriel and ... Read More
Pages: 8       Words: 1956

3HK’s Commercial Advertising Campaigns

Over the years, content created for various mass communication channels has considerably impacted public awareness. This paper explains that to launch a new 5G plan, 3HK decided to plan an advertising song that will affect Hong Kong during the epidemic. “Meet Or Not To Meet” is a commercial song created by Hins Cheung and Ng ... Read More
Pages: 4       Words: 1076
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