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Essay / Research Paper Abstract
A 6 page paper that discusses specific issues regarding this company. The topics include a discussion of Disney's global marketing efforts and what they base all marketing on, global integration, new ideas to attract 'tweens and the consolidation of their movie distribution process. The writer also discuses customer relations marketing, human resource management and employee empowerment and environmental programs from Disney. Bibliography lists 12 sources.
Page Count:
6 pages (~225 words per page)
File: ME12_PGdnshr9.rtf
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Unformatted sample text from the term paper:
Disney is known the world over as a brand that means fun. Disney began using things like embedded marketing in the 1950s but today, this is viewed as being new
and innovative (Mendenhall, 2005). All of Disneys marketing is intended to tell a story and it is this story that engenders an emotional connection (Mendenhall, 2005). In 2005, Disney
launched its global "Happiest Celebration On Earth" campaign (Mendenhall, 2005). This was Disneys 50th anniversary for its theme parks and every park in the world celebrated this in the same
way (Mendenhall, 2005). Another global marketing tactic was the launching of a new free virtual game, called Virtual Magic Kingdom, Online (Stanley, 2005). This is a multi-player game intended
to reach tweens and offered prizes (Stanley, 2005). This was also part of the 18-month global marketing campaign to celebrate Disney (Stanley, 2005). A Disney representative said this was one
way to develop a one-to-one relationship with consumers (Stanley, 2005). Disneys marketing and advertising efforts are definitely on the cutting edge. They do not leave marketing to chance and they
make sure its working. In 2008, Disney opened a research laboratory in Texas where they test the effectiveness of their advertising (Information Today, 2008). They are testing "interactivity, split screens,
brand integration, sponsorships, broadband video, and mobile devices" (Information Today, 2008, p. 27 and other formats. The lab is using biometrics for a more objective assessment of how effective different
types of advertisements are (McClellan, 2009). They measure "eye movement, skin conductivity and heart rate to measure emotional reactions to content and ads" (McClellan, 2009, NA). They also continue to
use more traditional measurements of their marketing, such as ratings (McClellan, 2009). A very recent act had to do with distributions. Instead of having separate teams for movie/film distribution, DVD
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