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Essay / Research Paper Abstract
A 7 page paper assessing the pertinence of manufacturers’ brands in today’s markets. The concept of manufacturers promoting their own products may well be obsolete. Though it can be argued that companies such as General Motors and Coca-Cola certainly market products rather than brands, there are many more examples of third-party organizations marketing their own brands produced by outside manufacturers. The bottom line appears to be that marketing communications practice is changing in response to changing consumer needs, a pattern that has been repeated throughout advertising history. The notion that “the traditional manufacturers brand is an outdated concept” superficially appears to be overstated, but may well be an accurate observation. Bibliography lists 13 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSadvMktgComm.rtf
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Unformatted sample text from the term paper:
manufacturers promoting their own products may well be obsolete. Though it can be argued that companies such as General Motors and Coca-Cola certainly market products rather than brands, there
are many more examples of third-party organizations marketing their own brands produced by outside manufacturers. The bottom line appears to be that marketing communications practice is changing in response
to changing consumer needs, a pattern that has been repeated throughout advertising history. Historical Perspective The greatest influence of the invention of the
Gutenberg printing press in the 15th century was that it made books accessible to far more people. Illiteracy rates were high, but the increased availability of books made it
possible for many more to learn to read and write. There were about 1,000 print shops in operation throughout Europe by the beginning of the 16th century, and more
than a million books had been produced. By the 18th century, advertising helped Edme-Francois Gersaint to come to be known as the most
innovative art dealer in Paris. Gersaint used "various new forms of publicity, such as newspaper advertisements, public auctions, and sales catalogs" (McClellan, 1995; p. 218) to present and sell
art. Also in the 18th century, Benjamin Franklin actively used advertising in his Poor Richards Almanac. Franklin included merchant discount coupons in
some early editions of his publication. Franklin "evidently felt that discount coupons added to the value of his publication, making it easier for him to sell" (Following in Franklins
Footsteps, n.d.). Advertising in the early 20th century still was all in print, and that which included pictures included only drawings of products
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