In six pages the 'elasticity of advertising' is examined in terms of changing influence and offers an historical value profile, and promotion emphasis through the marketing 4 P's. Seven sources are cited in the bibliography.
Name of Research Paper File: CC6_KSmktgAdvert1950s.rtf
Unformatted Sample Text from the Research Paper:
The question being considered here is, "The Elasticity of advertising has been falling since the mid 1950s for most products and for most
industries. Does this mean the end of formal promotion techniques?" The short answer is that it does not. Following is justification for this answer. Definition of Terms
Elasticity. Broadbent (2001) reports that "Elasticity is the measure used when we express the increases both in advertising and in sales as percentages
of their average values" (p. 7). When writing his own paper on this topic, the student should consider that Broadbents (2001) statement requires that changes in sales in response
to advertising must be measurable. Formal Promotion Techniques. Collectively, these equate to one of the 4 "Ps" of marketing: product, price,
promotion and place. The one under question, of course, is that of promotion. The Marketing Mix As competition continues to increase well
past the point at which nearly everyone believed it could not surpass, the marketing mix continues to become even more significant for marketers and their employers. The four Ps
provide a method of breaking down the marketing mix into manageable and maneuverable components. As more marketers seek the attention of more customers in a relatively finite number of
outlets, close management of each "p" is critical to the success of a product, service or business. The product, obviously, is that thing
being sold. It does not need to be a tangible good, it can also be a service. In short, it is the thing, commodity or service that an