Just like the business essay, a marketing essay is a specialized type of essay. For marketing, you are generally asked to do one of two things: advertise a product in a persuasive essay or evaluate the effectiveness of another advertising campaign.
If you are asked to write a persuasive advertising essay, do not be afraid to be creative. This essay should reflect your personality and make your audience hunger for the product. You want it to be a memorable essay that convinces people they want to purchase the product you are selling. It is important to be interesting and unique, but not ostentatious. Achieving the right balance is what a marketing essay is all about. Research the product and be able to extol its virtues as well as distract from its detriments. Sources for this essay might include customer testimonials and product reviews from other companies. Remember, you are trying to sell something, so it is important to sound educated, convincing and informative, but without coming across as pretentious. Consider the most effective commercials or print ads you have seen, and take what works best from all of those. It’s permissible to imitate success.
Another common type of marketing essay asks you to evaluate someone else’s advertising campaign. Marketing students are often asked to pick an ad that they find interesting, and discuss what works and does not, as well as the overall effectiveness of the ad. This essay will teach you how to be a critic, an invaluable skill in the marketing world. It also forces you to look at different approaches to selling a product and decide which appear to be the most effective. In your research try to find sales numbers for the product and see if any increase is perhaps attributable to the advertisement. Make sure to evaluate the entire ad, not just a part of it. Some ads can make you chuckle or actually laugh out loud (i.e., those memorable Super Bowl commercials), but once they are over you cannot remember what they are advertising. A good ad will leave an impression, but also make it very clear just what it being sold. A marketing essay’s thesis statement could look something like: “Allstate Insurance has an effective ad campaign because their ads are memorable, appeal to our human nature, and put the product front and center.”
Marketing essays come in a variety of types, which can be broken down into different approaches. Like a good ad, a successful marketing paper should be entertaining, but never sacrifice content for form.