Advertisements are communicative devices whose primary purpose is to provide information and targeted customers so that they will ultimately purchase their product. Ads, however, also teach society to value what they do not need, by manipulating the buyer’s mind with convincing evidence that their longings for certain experiences will be fulfilled only with the purchase of a particular product. For instance, an advertisement from SuperBike, a motorcycle magazine, attempts to sell the unique AquaTrax produced by Honda by appealing more to the “ I am me” buyers through the two specific selling-strategies of power and adventure.

Research Question: Are people more likely to buy my brand of beer (Bowman’s Summer Lager) if they are exposed to the bikini models or the funny lizards?

Hypothesis: People who are exposed to bikini models rather than funny lizards are more likely to buy Bowman’s Summer Lager (BSL).

Method:
In order to determine which of two add campaigns (Lizards v. Bikini Babes) will be more effective selling my beer (BSL) the most appropriate method to use in a research project is a field experiment. By creating a realistic environment for the research to take place participants will be unaware the experiment is being conducted. The results will be more truthful and therefore will more accurately represent the population.

The act of buying beer is an uncertain process. With thousands of brands to choose from the average consumer is likely to try a variety of beers throughout his/her life. TV-Add campaigns and other forms of persuasion are key factors influencing the final decision. The field experiment is the most appropriate method to test my hypothesis because we can measure the results in a realistic and natural environment (Keyton, 2006).

While a field experiment seems to be the obvious choice there are drawbacks. While conducting a field experiment one risks losing control of the research environment. Outside factors affect participants and results. It must be assumed that these outside factors would be present in a natural environment, therefore the field experiment is still the most appropriate method.
Sampling:

The field experiment will take place over two months at two different liquor stores (within a 1 mile radius) in San Diego, CA; Joe’s Liquor and The Kwiki Mart. Participants in this research experiment will be chosen based on three criteria:
1. They are a customer at one of the two stores.
2. They buy beer at either one of the two stores.
3. They are on of the first 100 participants per month.

INTRODUCTION
As a marketing committee, our mission is to develop a detailed marketing action plan in order to promote and gain maximum exposure for the “Run With It” conference. Our primary goal is to attract Victoria’s local businesses and students to attend the conference.

Our key objectives are summarized as follows:

(1) To attract 200 guests to attend the conference by March 5, 2005,
(2) To promote our conference to both local businesses and students on how they can benefit from the 2010 Olympic games, and
(3) To maximize our learning experience as a marketing team, including team-working skills and problem solving skills.

Our core marketing strategies rely heavily on the use of Internet. We have built a database based on seven business segments, which includes Hotels, Bed & Breakfasts, Restaurants, Attractions, and BCYHA, Transportations and Local Tours. Such database includes 200+ potential business attendees with their contact information, in which invitation letters are sent through e-mails. An example of this invitation letter can be found in Exhibit 1

Furthermore, we also took maximum advantage of Tourism Victoria, where we are able to post our event on their bi-weekly newsletter. There are approximately 900 hospitality-related business subscribers, in which again, will allow us to expand exposure for our conference.

Creating a more personal and direct connection with students is an effective way to promote the conference. The marketing committee has developed three approaches to promote the conference to students as follows: (1) sending invitation letters to BCom students via e-mail(see exhibit 2), (2) placing eye-catching posters on bulletin boards on campus, and (3) making in-class announcements to BCom students. We will emphasize the importance of networking with industry leaders and the job opportunities create from the 2010 Olympic Games.

Once a month I get Road & Track Magazine, which is an automobile magazine that gives reviews and first
looks at cars. Usually there are many advertisements for cars and trucks from different car manufacturers. Last month I was reading the magazine and stumbled across an advertisement for a heavy duty truck made by Chevy. It was an ad that claimed that their Chevy Silverado line of trucks was “the right truck.”

The ad begins with the simple question, “Does you truck offer.” Then it list all the options that the Chevy Silverado can come with, which includes a big block vortec V-8 with the most torque of any gas heavy duty pickup, a duramax diesel with an allision transmission, the most payload of any heavy duty pickup, Quadra steer 4-wheel steering, Onstar, and XM radio. Also it asks if the readers truck comes, “from the family of trucks that offer the most dependable and longest lasting full size pickups on the road with better resale value than Ford or Dodge.” And at the bottom of this page it concludes with the question, “Do you have the right truck?” Whenever the reader flips onto the next page they see a big picture of the Chevy Silverado, with a headline reading, “Silverado. It’s The Right Truck.”

Advertisements are ubiquitous. Whether you’re driving in a car, listening to the radio, watching TV, or walking on the street, the average American will come across over 3,000 advertising messages a day. Each brand, however, competes by using their own techniques and strategies to entice buyers to purchase their product. Whether it is through glamorous locations or people, unimaginable situations, or dream-like affairs each alcohol advertisement competes to be the most desired.

I recently heard a radio ad for a big sale at a local furniture store. The excited announcer said a dining room set that originally cost $300 was on sale for $249, a $2,000 leather sofa was available for one-third off, and a kitchen table and four chairs that cost between $250 and $400, "are now on sale for as as low as $199!" And--if you dropped into the store's lamp department--you had your choice of dozens of floor and table lamps for almost half the original price.

The list went on and on, very quickly to fit into the 30-second time slot. When it was finally over, I turned to my wife and asked, "What did he say?" Her answer: "I haven't the slightest idea."

When it comes to advertising, remember that less can sometimes mean more. Or, in the words of lawyer/poet Johnny Cochran, "When in doubt, leave it out!"

When advertising your gallery's products on the radio, television or in print, limit yourself to promoting one artist, category of paintings or special offer at a time. That way, you won't risk losing your audience.
You can also use the "less is more" technique for your direct-marketing campaigns. Experts say the best way to compose a direct-mail letter is to write down what you want to say, then eliminate the first or second paragraph. It cuts down the copy and helps you focus on what you want the readers to consider buying. Remember, each word must quickly move the story of your sale forward, while maintaining the readers' interest.

Less can also mean more when it comes to the number of items you stock in your gallery. You might think that the more items you stock, the more you will sell, but this isn't necessarily true. For example, at my clothing store, we decided to place a sale rack at the front of the store. That way, customers would immediately stop, look and, hopefully, take advantage of the bargains.

The magazine industry is booming with all different types of advertisements for making a magazine, so when a vulnerable and naive teenage girl walks past a magazine shop such as a newsagency she will more than likely enter and select one of the many glossy magazines with beautifully posed models on the covers and flip through to read about the model’s secrets to looking good. She may not think she is being manipulated, but just by viewing these magazines she is in fact drawn into feeling envious and jealous of this model in some way.