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Essay / Research Paper Abstract
Strategy This 10 page paper considers how to build an integrated communication strategy for a brand. The writer does this by looking at Pedigree’s Cesar brand of dog food in conjunction with the five communication effects and the 4 P’s. The bibliography cites 10 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEdogfd2.rtf
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Unformatted sample text from the term paper:
a good product that no one knows about is unlikely to sell or become profitable for the company making it. One of the most important elements of the marketing is
the ability to communicate perceptions regarding the product. These need to be supported though the four Ps; product, price, placement and promotion. Communication is a key element in this, with
the right image and perception there will be a desire to purchase the produced created. If the product then satisfies those desires it is likely to be purchased again, creating
customer loyalty. This means that the image communicated need not only to be one that is desirable, but one that the product can live up to, and also that facilities
the purchase. For this we may look at the five communication effects. This is a tool for analysing the way advertising communication
works on different levels. The five communication effect that we can see and use to measure the way the advertising campaigns work can be seen as 1. category need, 2.
brand awareness, 3. brand attitude, 4. brand purchase and 5. purchase facilitation. It we consider the advertising strategies we can see how these are all effects and to what extent
they are effects of the advertisements (Kotler, 1999). This is true regardless of the type of product that we are considering, if we
wish to consider this more carefully then we can look at how we may develop an integrated communication plan for a UK brand of dog food; Cesar. This is an
established brand in the UK, and owned by Pedigree Masterfoods, a company well known for producing a wide range of pert foods, including dog food.
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