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Essay / Research Paper Abstract
This 7 page paper looks at a number of advertising issues for the coffee chain Starbucks. The company's position on the advertising spiral is considered, along with the target audience, competition, integrated marketing communication, product mix and use of creative media. The bibliography cites 8 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEstarad.rtf
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Unformatted sample text from the term paper:
may be argued that the current position of Starbucks on the advertising spiral indicates that the reliance on advertising is likely to be increasing. The advertising spiral is a model
which corresponds to the product life cycle. The model has three stages; the pioneering stage, competitive stage and the retentive stage (Lane et al, 2007). To assess the position of
Starbucks each stage be considered, the pioneering stage corresponds to the product life cycle introduction stage and has the aim of stimulating the primary demand (Lane et al, 2007). Starbucks
is well established so has passed the stage. The next age is that of the competitive stage, similar to the product life cycle market growth stage, where the market is
growing and there is an emphasis on selective demand; Starbucks has passed the stage which was seen during the early 1990s. The last stage is that of the retentive stage,
this corresponds to the product life cycle maturity decline stages and sees an increased emphasis on name advertising with the aim of maintaining market share (Lane et al, 2007). Starbucks
has been facing some problems and needs revitalization; therefore Starbucks most accurately placed in this latter stage of the advertising spiral. Target market and audience The target market Starbucks is
part of the problem. The core target market in the past have been office workers over the age of 25, with middle to high incomes, and a desire to purchase
premium products. However, this is a target market which is resulting in a decline for the stores due to the lower number of younger people drinking coffee In the age
group 18 years to 24 years only 37% drink coffee, this is compared to 60% of people aged between 40 years and 59 years and 74% of people aged 60
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