The Barbie Case - The Arthur Page Society

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48 Advertising and Public Relations 1. Advertising and PR support of the companies of the trade group. 2. Information support on new directions in advertising, prices and condition changes. 3. Publication of articles about issues related to the market segment, with a goal to influence public opinion in general and business sector participants in particular. 4. Design of advertising strategies for firms within the trade group. 5. Participation in the “Brand of the Year,”“Company of the Year,”“Golden Businessman” competitions, as well as providing information about the contests and preparing the application packages of members. The report on above activities was scheduled for completion every three months in cooperation with the editions specialized in lifting and material handling equipment. Appendix A Business Sales Models (According to Shchepilova, 2005) Model 1. Everybody Who Wants to Sell Sells (“Bulgarian Model”) 1996–1999 arthur w. page society Organization of the Mutual Actions 1. Participation and cooperation in exhibits, renting exhibition space, program design, and participation in collateral events (press-conferences, seminars). 2. Creation and development of databases. 3. Organization of mutual advertising companies. 4. Mutual sending of direct mail. 5. Organization of cross-advertising actions with the companies out of the trade group. 6. Organization of mutual promotions. 7. Publications of mutual catalogues. All events are planned and designed according to the interests of the particular companies within the trade. The trade group is the organizer and coordinator of mutual actions.
Informational Support 1. Creation of and information support for the trade group’s Web site. 2. Publication of periodicals about market problems and issues. 3. Information support for specialized exhibitions, new editions, advertising services, books, seminars, etc. 4. Information about partnership members about planned company offerings. Members of the group receive 50% discount for placing their ads in trade group publications or advertising on its Web site. Model 2. Manufacturers Partner with Exclusive Sales Representatives: 1999–2001 Legal Support arthur w. page society 1. Brand protection. 2. Document preparation for the courtroom. 3. Support new brands and registration of brand symbols and licenses. The activities were planned in cooperation with the Russian legal services “Gorodnitskiy and Co.” Lobbying Information 1. Applications on behalf of the trade group to the official local and governmental authorities on company-partners issues. 2. Participation in the work of other non-profit organizations and trade groups discussing issues connected with the activities of the group. 3. Preparation of the necessary documents, analytical review, etc., when necessary to explain the activities of the group. The activities were connected with Moscow Town Hall, Russian Duma, and regional authorities. 49
Page 1: arthur w. page society founded 1983
Page 4 and 5: 2 introduction As part of its missi
Page 6 and 7: 4 Introduction When Neil B. Friedma
Page 8 and 9: 6 The Influence of Barbie® Dolls o
Page 10 and 11: 8 Exhibit 5: The Body Shop “Ruby
Page 12 and 13: 10 In talking with girls, Mattel®
Page 14 and 15: 12 Second, in the field of advertis
Page 16 and 17: 14 Gogoi, Pallavi (2005) “From Re
Page 18 and 19: 16 WINNING ENTRIES - BUSINESS SCHOO
Page 20 and 21: 18 Defining Market Timing Mutual fu
Page 22 and 23: 20 Facing Complex Decisions After l
Page 24 and 25: 22 Working with the Retail Client B
Page 26 and 27: 24 Exhibit 1: (continued) Putnam Pe
Page 28 and 29: 26 Exhibit 4: Putnam Advertisements
Page 30 and 31: 28 BIBLIOGRAPHY Interviews: John Br
Page 32 and 33: 30 experienced rapid growth. Choice
Page 34 and 35: 32 motor vehicle records, police an
Page 36 and 37: 34 REFERENCES 1. Gasparino, Charles
Page 38 and 39: 36 that way, but when you look at t
Page 40 and 41: 38 In 2005, the Federal Reserve pub
Page 42 and 43: 40 REFERENCES 1. Citigroup, “Annu
Page 44 and 45: 42 Federal trademark legislation wa
Page 46 and 47: 44 The leading foreign investors we
Page 48 and 49: 46 The Main Objectives were: 1. To
Page 52 and 53: 50 Consulting 1. Regular consulting
Page 54 and 55: 52 Appendix B Chart of Activities o
Page 56 and 57: 54 Background second place Anna Str
Page 58 and 59: 56 caused a massive crisis of confi
Page 60 and 61: 58 Appendix I: Key Players Source:
Page 62 and 63: 60 Appendix III: Timeline (continue
Page 64 and 65: 62 WORKS CITED Albertson, Doug. Goo
Page 66 and 67: 64 contributors to the 2006 develop
Page 68: Arthur W. Page Society 317 Madison

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