Use our essay title generator to get ideas and recommendations instantly
Billboard Advertising: "Litter on a Stick?"
This paper examines the issue of billboard advertising from the premise that it is a feature of modern American life that needs to be regulated by the federal government. It examines the history of such regulation as has already been enacted. It examines the effects of those regulations. It also examines the attitude of the public toward outdoor advertising, particularly billboards. And it gives some supporting case histories regarding the effect of billboards on citizens' lives.
And it makes comments on the possible adjuncts to billboard advertising such as hot-air balloons. The sources used included federal government websites, websites of organizations working in the field of billboard regulation, a large est Coast newspaper, and an international magazine published in the U.K. about France, as well as a U.S. media publication.
Billboard Advertising: "Litter on a Stick?"
ithout the automobile, there would have been no…
History and Overview of the Federal Outdoor Advertising Control Program. (2003) Retrieved July 5, 2003. http://www.fhwa.dot.gov/realestate/oacprog.htm .
Ascents of Freedom. (2003). Reportage. France magazine, 18.
Barrows, Matthew. (2002). The signs have ears: Two billboards will scan car radios and tailor pitches to match listening preferences. Retrieved July 8, 2003. http://www.sacbee.com/content/news/story/5349258p-6338265c.html
Billboard Control: Fighting Visual Pollution. (2002) Retrieved July 6, 2003. http://www.scenic.org/fact1.htm .
Web-based, print, media, and outdoor advertising techniques can be used for successful marketing. It also details the principles of marketing, along with its definition to establish a clear understanding of the subject at start. From the viewers' as well as marketer's perspective, the paper also gives the importance of different communication media, their impact, background, statistical findings, analytical comparison and their effectiveness in relative terms of advertising costs and audience exposure. In conclusion, the examples of non-profit and profit-based organizations are studied and noted for their advertising strategies.
Marketing Principles Summary
External / Uncontrollable
Internal / Controllable
Marketing on the Web
Paid Advertising Strategies
Test Areas to Check OI
adio and Television Advertising
The Outdoor Advertising History 9
The Evolution in Outdoor Advertising 9
Growth in Viewers' Exposure 10
Print Advertising 11
Cases in Point 12
Cohn, Tim. Marketing Definition. Advanced Marketing Consultants, Inc. 2002. Marketing
Gary Davis Media. Radio vs. TV: Radio Advertising vs. Television Advertising. 2002.
The same can also be said of corporate organisation that has in their possession accumulated research capacity which enables it to deliver unique products and services from its competitors.
1.2.7 To increase market share.
Advertising can also be used to increase the market share of an organisation resulting from the acceptance of the products but the consumer and subsequent recognition of the brand.
1.3 FUNCTIONS OF ADVERTISEMENT
Advertising as a promotional mix element is expected to play some functions. Organisations usually employ advertisement to play the following functions.
1.3.1 To distinguish products from their competitors
Advertising has been found to be a useful promotional tool when it comes to distinguishing between the products of an organisation from their competitors. There are so many products in the market. Sometime the same types of products are competing in one market. It is even the case that other manufacture may imitate the products…
Companies use advertising plans to build awareness about their product. Company uses different plans to promote their sales. It uses trade show plan to demonstrate what they are selling, sales promotion plan for incremental sales, public relations plan for free ads, internet plan for instant distribution of product specifications and information, customer service plan to repeat sales, research plan to monitor activities regarding the products and customer satisfaction and last but not least marketing plan which helps to identify when to market, how to market and who are the target audience for the product (Luther, 2011).
Marketing plan must cover the below 12 areas to form an effective marketing plan to increase sales (Wong, 2010).
Marketing plan must have the executive summary
Introduction about the marketing plan and the product
Analysis of the market situation for the product.
Analysis of the target customers
Analysis of the competition for the product…
Luther, William M. (2011), "The Marketing Plan: How to prepare and Implement It," AMACOM Div American Mgmt Association.
Wong, Ken K. (20100, "Approved Marketing Plans for new Products and Services," iUniverse, Anselmo, Donna. (2010), "Marketing Demystified," McGraw-Hill Professional.
Thomas, Lorrie. (2010), "The McGraw Hill 36-Hour Course: Online Marketing," McGraw-Hill Professional.
Rognerud, Jon. (2010), "Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Tons of Money," Entrepreneur Press.
Advertising Effectiveness and Consumer Memory
The relationship between psychology and advertising is not a new one -- in fact, it is fundamental to the birth of modern advertising in America. Edward Bernays, the father of marketing, was the nephew of none other than Sigmund Freud, and used Freud's sense that "man was motivated by passion" to manipulate the senses of consumers and plant seeds of desire within consumer memory (Jones, 2000, p. 283). Since the days of Bernays, all evidence indicates that marketers have utilized cognitive psychology in order to assist advertising effectiveness in relation to consumer memory. This paper will discuss this evidence and research surrounding this association and critically analyze and discuss it.
A Complex elationship
Developing brand awareness and brand loyalty are two of the biggest factors in successful marketing. Establishing either requires an effective campaign that essentially implants the brand in the mind of the consumer…
Aaker, D, Biel, A (2013) Brand Equity and Advertising: Advertising's Role in Building
Strong Brands, NJ: Lawrence Earlbaum Associates.
Bloemer, J, Kasper, H (1995) The complex relationship between consumer satisfaction and brand loyalty, Journal of Economic Psychology, 16(2): 311-329.
Festinger, L (1957) A Theory of Cognitive Dissonance, CA: Stanford University Press.
External and Internal Environments
External & Internal Environments Business
CBS Outdoor Americas Inc. (NYSE: CBSO) leases ad space in the category known as Out-of-Home (OOH) advertising throughout the United States, Canada, and Latin America (oss Sorkin, 2014). CBS Outdoor went public in April 2014 and separated from CBS ?Corporation (NYSE: CBS.A and CBS), the broadcaster and owner of Showtime, as the final step following its initial public offering (IPO) (oss Sorkin, 2014). The shares of CBS Outdoor rose 18% since the IPO in March 2014 (oss Sorkin, 2014). CBS Outdoor offers a range of outdoor advertising options that are designed to target somewhat different markets: Billboards, bus and railroad media, mobile billboards, specialty advertising signs, sports media, street furniture, and walls (oss Sorkin, 2014). A specialty of CBS Outdoor is an extensive multi-media digital inventory in many of these markets, and highly sophisticated mobile interactive capabilities that extend to all…
Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2013). Strategic management: Concept and cases: Competiveness and globalization (10th ed.). Mason, OH: South-Western Cengage Learning.
Levin, M. (2012, February). Was study of digital billboard safety botched? Fair Warning. NBC News. Retrieved http://investigations.nbcnews.com/_news/2012/02/14/10400036-was-study-of-digital-billboard-safety-botched
Ross Sorkin, A. (2014). CBS Outdoor in $690 million deal for advertising assets. Dealbook. The New York Times. Retreived http://dealbook.nytimes.com/2014/07/21/cbs-outdoor-in-690-million-deal-for-outdoor-advertising-assets/?emc=edit_dlbkpm_20140721&nl=business&nlid=54745473
Hansen, M.T. And Birkinshaw, J. (2007, June). The innovation value chain. The Harvard Business Review. Retreived http://hbr.org/2007/06/the-innovation-value-chain/ar/1
(Snyder & Deono quoted in Kjeldal 2003, Introduction section, ¶ 6).
The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system.
2. Decision Making Process Theories
Dr. onnie Halpern-Felsher (2009), an Associate Professor at theUniversity of California, San Francisco, identifies a number decision-making criteria in her report, "Adolescent decision making: an overview." According to Halpern-Felsher, determinations of definitions for a competent decision, the process of how the decision was made, differ dramatically. The actual behavior or outcome, albeit, does not determine competent decision making, however, during the normative model of decision-making process, one does consider the consequences to not choosing a particular behavior or a specific event.
Normative models of decision making,…
'Advertising, Public Relations' N.d. < http://courses.umass.edu/bmat352/lectures_and_readings/KA_16.pdf > [25 May 2009].
Bahaudin, M & Jue, A 2005. 'Deceptive and Subliminal Advertising in Corporate America: Value Adder or Value Destroyer?', Journal of Applied Management and Entrepreneurship. Nova Southeastern University Wayne Huizenga Graduate School of Business. HighBeam Research. Available from: < http://www.highbeam.com > [20 May 2009].
Barnard, N & Ehrenberg, A 1997. 'Advertising: Strongly Persuasive or Nudging',
Journal of Advertising Research - January/February 1997.
Television Advertising on 20-Something Females
Effectiveness of Television Advertising
Television is a traditional, yet the largest communication medium used by business corporations to promote their products and services to their potential customers. Advertisements done on television reach large target audience in both urban and rural areas. Every television advertisement has a specific target audience which constitutes the most potential customers for the company. The response rate and reaction of audience to television advertising is much greater than all other traditional and contemporary marketing mediums. Companies use targeted advertising on this medium to achieve better results of their marketing efforts.
This paper aims to evaluate the effectiveness of television advertising to young female consumers with age group of 18-25. It is widely believed that television advertising largely influences the behavior of young females which then becomes their attitude. Young females with age group of 18 to 25 are highly active viewers…
Debra Trampe, Diederik A. Stapel, Frans W. Siero. "The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self," 2011. Journal of Consumer Research, 37 (6): 1030-1045. Print.
Frith, Katherine & Mueller, Barbara. "Advertising and societies: global issues, 2nd Edition. New York: Peter Lang. 2010. Print.
Gary, Austin, Witt. "High Impact: How You Can Create Ads that Sell!," Marketing Psychology Group, Inc., 1999. Web. December, 04, 2013.
Hanan, Jessica. Coping with changing roles for young men and women, 1st Edition. New York: Rosen Pub. Group. 2000. Print.
What group sponsors the site and what is the organization's purpose?
There is absolutely no contact or other information on the group sponsoring this site at the site itself. A search of the group's name, Internet Marketing and Advertising Association, yields the information that the group is located in Rochester, New York, and is a group of businesspeople devoted to developing advertising alternatives for the Web. Other than that, the site itself yields no information, and even more perplexing, there is no contact or advertising information on the site, so it is difficult to see how businesses find out how to advertise on the site, or contact anyone to add their listing to the site. However, a search of "who is" at Internic.net indicates the registrant is "Ultimate Search" with a mailing address in Hong Kong. The.org indicates this is a non-profit Web site, so it seems…
Marketing Communication Process
Google Inc. is an U.S. based multinational public corporation that operates primarily in the internet search function, cloud computing, as well as a range of different advertising solutions. The company is large and extremely multifaceted. Google develops a large number of services and products that are part of a larger suite of Google products. These products are offered for free to the end users and Google primarily generates the company's revenue stream from advertising. Although Google sells advertising through AdWords and other platforms, it must also promote itself with a marketing communication strategy.
Google has grown from modest roots to become one of the most admired companies in the world today. The company's official mission statement is "to organize the world's information and make it universally accessible and useful." However, the company is also known for something of an unofficial slogan which is "Don't be…
Davis, B. (2014, January 27). 12 inspiring marketing campaigns from Google. Retrieved from Econsultancy: https://econsultancy.com/blog/64204-12-inspiring-marketing-campaigns-from-google/
Liedtke, M., & Tessler, J. (2011, July 24). Google Confirms FTC Antitrust Investigation. Retrieved from Huffington Post Tech: http://www.huffingtonpost.com/2011/06/24/google-confirms-ftc-antitrust-investigation_n_883951.html
Nudd, T. (2014, December 17). 14 Brilliant Outdoor Ads That Rocked the Real World in 2014 Beautiful, subversive, playful and magical. Retrieved from Adweek: http://www.adweek.com/adfreak/14-brilliant-outdoor-ads-rocked-real-world-2014-161999
Orey, M. (2009, April 28). Google's PR Campaign. Retrieved from Bloomberg Business: http://www.bloomberg.com /bw/stories/2009-04-28/googles-pr-campaign
Advertising and Globalization
Advertising and globalisation in India
Wellington, New Zealand
The article reviewed focuses on India and contemporary advertising however uses the history of the industry's development in India and a discussion of the broader international trends in marketing for context. The introduction of advertising in India has impact the society and the various cultures found in India on multiple fronts. During the 1990's, advertising in India has seen a massive expansion; especially in regards to foreign advertisements. As India has steadily developed from an underdeveloped country to a more modern economy.
With this development, India has attracted a host of international companies who have entered the market. However, compared to other rapidly developing economies like China, India has also focused on developing domestic industries and has often implemented protectionist policies early in its development. This has also had major implications on the development of the marketing industry…
CIA. (2011, September 26). South Asia: India. Retrieved from The World Factbook: https://www.cia.gov/library/publications/the-world-factbook/geos/in.html
Ciochetto, L. (2004, June 14). Advertising and globalisation in India . Retrieved from Massey University: http://www.sasnet.lu.se/EASASpapers/7LynneCiochetto.pdf
Gomes, I. (2011, June 1). The India Imperative. Retrieved from KPMG: http://www.kpmg.com/UK/en/IssuesAndInsights/ArticlesPublications/Documents/PDF/Market%20Sector/High%20Growth%20Markets/india-imperative-summer-2011.pdf
Maps of India. (2011, January 25). Indian Republic. Retrieved from Maps of India: http://www.mapsofindia.com/events/republic-day/indian-republic.html
Since Facebook has a lage numbe of uses, eachability of taget maket can be ensued in a moe cost effective way. A fee Facebook page can be used fo a moe inteactive maketing with consumes.
Justification of Rationale
The buying bief is of immense impotance to the plan. The economic cisis has inceased maketing costs of businesses significantly. Most bands that exist in competitive makets look fo cost effective but pime media slots. The maket foces that detemine the advetising costs in vaious media ae vey active. Moeove, the allocated budget fo Geat Smell is limited and the sales have gone down by 2% in the past yea.
The impotance of the buying bief is that it addesses the two most citical aspects of the poduct that is the declining sales along with the competition that exists and the limited budget. Keeping the citical aspects in view, the buying bief…
Jan Feb March Apr May June July Aug Sept Oct Nov Dec Total
Prime Time 40/wk 40/wk 1250000
edu). While this example just discusses one manner in which a given policy can empower a healthcare marketing strategy, social marketing is currently so engrained in our culture that its powers are truly widespread. Social marketing allows products and brands to have more flexible and sensitive pricing as their prices can be changed at any minutes and consumers alerted, given the instantaneous nature of social marketing. The same goes for service as well -- any changes or enhancements that are made to services can be alerted to the public immediately. Likewise, social marketing is a two-way process: it allows consumers to chat their thoughts, ideas and concerns to marketers, giving them immediate and constant feedback. Social marketing can impact large groups of people at once, as readily seen by campaigns used by the AHA or the FDA (Kotler et al., 2008).
Social networking can also be a means of social…
Berkowitz, E. (2011). Essentials of Health Care Marketing. Sudbury: Jones and Bartlett.
Brown, M. (1992). Healthcare Marketing Management. Gaithersburg: Apsen Publishers.
Hma, e. (n.d.). Stakeholders. Retrieved from Hma.eu: http://www.hma.eu/fileadmin/dateien/HMA_joint/02-_HMA_Topics/02-HMA_Strategy_Paper/Index/Section_III_01_Stakeholders.pdf
Kotler, P., Shalowitz, J., & Stevens, R. (2011). Strategic Marketing for Health Care Organizations: Building a Customer. San Francisco: Jossey-Bass.
In a recent episode of E, a young girl -- 11 years old or so -- had been kidnapped. During recovery, she was killed. In that case, the death was caused by the hubris of an arrogant new E attending physician. But it could have been caused at any time by the kidnapper. According to Dwelle (2004), most abducted children are recovered or killed within the first 3.2 hours; any factor that could reduce the time frame during which the child is missing will reduce the chanced the child will be killed.
The facts and figures alone are powerful marketing tools for the Techno Genie. Statistics say that:
Every 40 seconds another child is reported missing.
One in every 42 children will become abducted, missing, lost or runaway.
Over 2000 children are reported missing each day
Over 725,000 reported missing children every year.
The rate of missing children has…
Dwelle, P. (). Abducted, missing, lost and runaway children. Wichita, KS: ChildShield, U.S.A.. etrieved October 26, 2005 from the World Wide Web: www.childprotectionsolution.com
esearch also helps in planning marketing programs through helping to identify new opportunities and thus to evaluate the potential for a new idea and also to identify the areas where the marketing efforts will be concentrated KnowThis LLC, 2012()
esearch also helps to minimize risks. By the marketing managers being able to plan the marketing efforts effectively and they can then identify what is required and to ensure that the development of the programs is highly focused towards the demand in the market. Market research also helps to create benchmarks and to measure progress. Early research helps to highlight any major gaps in the marketing plan which need to be bridged and regular market research helps to show if there are any improvements in sales being brought about by the marketing efforts.
Segmentation and the marketing mix
Segmentation helps greatly in customer retention and acquisition of new clientele. This is…
Cherian, M., Flores, M., & Srinivasan, G. (2008). Critical Success Factors to Collaborate in Cross Border Alliances: Experiences of Indian Manufacturing Enterprises. Paper presented at the SMF conference, Indian Institute of Technology Kanpur.
Horn, L.P. (2011). Online Marketing Strategies for Reaching Today's Teens. [Article]. Young Adult Library Services, 9(2), 24-27.
KnowThis LLC. (2012). Marketing Research Retrieved May 20th, 2012, from http://www.knowthis.com/principles-of-marketing-tutorials/marketing-research/examples-of-research-in-marketing/
Kotler, P., & Keller, K.L. (2012). Marketing Management, Thirteenth Edition. New York, NY: Prentice Hall.
Marketing Case Study
Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?
Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare. These billboards are the most effective as they are very colorful and full of energy with smiling kids, big families and everyone just the picture of health. These billboards stand out because of their generous white space surrounding models who are hired due to the healthy complexions, athletic physiques and incredibly perfect teeth. That is what most amazes me about the healthcare billboards; the models all have perfect smiles and complexions as they promote Blue Cross Blue Shield,…
Donthu, N. (1994). Effectiveness of outdoor advertising of services. Services Marketing Quarterly, 11(1), 33-33.
Duncan, C.P., & Nelson, J. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14(2), 33-33.
Fortenberry, John L, Jr., PhD., McGoldrick, P.J., PhD., & French, George E, I.I.I., F.A.C.H.E. (2010). Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to Patients/Practitioner Application. Journal of Healthcare Management, 55(2), 81-95; discussion 95-6.
Miller, D.W., & Marks, L.J. (1997). The effects of imagery-evoking radio advertising strategies on affective responses. Psychology & Marketing, 14(4), 337-360.
Whether one is browsing through Cosmopolitan or any other magazine all the leading glossies will have special pages adorning the advertisement of this fashion brand of women's tops.
High Fashion brands try to explore new avenues to further build their association with high-end target market by linking themselves to certain events and programs as part of their promotional techniques. 'Flamenco' would also make association with major Hispanic events already in place. We will also start a 'Flamenco Dance' campaign as an event that would celebrate colorful dances and clothes of Latinos.
Budgets and Controls
It is proposed that the marketing budget to launch the advertising and promotion campaign that includes print advertising, celebrity hook up, outdoor advertising and other initial activities should be considerable. Initial marketing budget will run in millions that is separate from the product development cost and infrastructure investment. Also exclusive boutiques opened will also have a…
Elias, Cristina. 'Young Hispanics and Hip Latinos' September 13, 2005. Ahorre.com. 21 May 2006 http://www.ahorre.com/blog/hispanic_marketing/us_hispanic_market/young_hispanics_and_hip_latinos/
LATINA FLAVOR: Today's Hispanic Woman Feasts On Fashion' 3 October 2005. Cotton Incorporated.
21 May 2006 http://www.cottoninc.com/lsmarticles/?articleID=416
LATINA CLOTHING LOVERS: Clothes shopping is a passion for many Hispanic-American women' 19 October 1998. Cotton Incorporated.
Community Needs Assessment
Recent obsevations in the ti-county aea of ual Iowa have shown a distubing tend of a constant incease in women and young childen in the emegency depatments and sheltes. These women and young childen visits emegency depatments and sheltes with diffeent healthcae concens including undetected female cances, miscaiages, pediatic pediculosis, and symptoms of malnouishment. The county's health executive, Susan, has convened a meeting on behalf of the thee counties to discuss this distubing tend. The emegency sevices diecto noted that most of the women and childen visiting the emegency depatments have no addesses, which is an indicato of them being homeless. While the healthcae executives ecognize the need to addess the healthcae concens of this population, the county's healthcae system has limited esouces and schedule to even help 5% of this population. By the end of the meeting, the attendees agee that thee is need to involve…
reference: A Descriptive Evaluation of Billings, Montana Mothers. Journal of Management and Marketing Research, 1-22.
The Community Tool Box. (2016). Section 4: Segmenting the Market to Reach the Targeted Population. Retrieved from University of Kansas website: http://ctb.ku.edu/en/table-of-contents/sustain/social-marketing/reach-targeted-populations/main
Marketing Strategies of the Shanghai Disney esort
Shanghai Disney esort
Brief History and Facts
Target Market for the Shanghai Disney esort
The Marketing Strategies of the Shanghai Disney esort
Integration with the Chinese Culture
The Major esort Segments
Entertainment and ecreational Facilities
The Most Potential Customer Segment
Why Chinese Market?
Segmentation for Promotional Campaigns
Selection of Promotional Mediums
Overall Plan of Shanghai Disney esort
Internal Environment (Strengths & Weaknesses)
External Environment (Opportunities & Threats)
Failed Market Strategy
Successful Market Strategy
Selection of the Chinese Market
Critical Analysis and Concluding Thoughts
Appendix 1: Introduction
The Shanghai Disney esort is an upcoming theme park in China. The resort is being built by the world's largest entertainment corporation -- the Walt Disney Company. Consisting of theme parks,…
Clow, K.E. & Baack, D. (2009). Integrated Advertising, Promotion, and Marketing Communicaitons, 1st Edition. New Delhi: Pearson.
Hitt, M.A., Ireland, R.D. & Hoskisson, R.E. (2013). Strategic Management: Competitiveness & Globalization - Concepts, 10th Edition. Mason, OH: South-Western Cengage Learning
Jenny, M. & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms, Journal of Public Policy & Marketing, 29 (1): 12-26
Mullins, J.W., Walker, O.C. & Boyd, H.W. (2008). Marketing Management: A Strategic Decision Making Approach, 6th Edition. N.Y: McGraw-Hill
In conjunction with these car ads, car insurance companies took advantage of this by advertising their services as well. Car insurance companies that I noticed advertising through billboards were Safeco, Progressive, and All State. Progressive provided a catchy and positive note to its ad by having the slogan, "Happy drivers make good drivers." From what I can recall in the All State ad, it mentioned something about safe driving, again with a catchy phrase: "Safe driving bonus for not driving like a paparazzi." These car insurance ads, particularly for Progressive and All State, tackle issues relevant to motorists, their target market: both chose to discuss driving behavior, using different ad 'treatments.' Progressive addressed reckless/irresponsible driving by focusing on the ideal driving behavior and its positive outcome, that is, drivers must have a happy temperament in order to be a good driver. All State, meanwhile, chose to go the opposite route…
Porter's 5 forces are threat of new entrants, bargaining power of buyers, bargaining power of suppliers, substitution threats and rivalry determinants. In my opinion, as a small food retailer, you can count disadvantages vs. major food retailers in all these categories.
As such, first of all, entry barriers refer to such things as economies of scale, brand identity or access to necessary input information. As a small food retailer, you are not able to realize the economies of scale that larger food retailers successfully provide basically because a larger food retailer has several activities and is able to successfully transfer costs from one to the other. On the other hand, as a larger retailer, you are able to spend and invest in your brand, to the point that a small retailer will be practically inexistent as opposed to a strong brand, a brand which has received consistent investments. In terms…
In 1996 Westinghouse/CS bought Infinity radio broadcasting and outdoor advertising group for $4.7 billion, a deal that was largely the result of the Telecommunications Act of 1996. The Telecommunications Act heavily deregulated the media industry and allowed a company to significantly increase the amount radio stations it could own. In 1997, Viacom dealt its educational, professional and reference publishing businesses to Pearson for $4.6 billion, and retains Simon & Schuster. In 1999, CS bought King World Productions, the leading television program syndicator at that time, for $2.5 billion. On September 7, 1999, Viacom and CS announced their merger, a $50 billion deal. This was the largest media merger of that era, which came one-month after the FCC approved duopolies. Under this merger, the new Viacom had 33 television stations, eclipsing the FCC's 35% ownership cap. This cap was based on the amount of stations one company owns that reach 35%…
America Online. (2005). AOL.com. Retrieved October 2, 2005 at http://www.corp.aol.com/ .
Bloomberg News. (2005). Viacom Explains Slip into Units. Retrieved October 4, 2005 at http://www.nytimes.com/2005/01/06/business/media/06viacom.html .
Columbia Journalism Review. (2005). Viacom Corporate Timeline. Retrieved October 1, 2005 at http://www.cjr.org/tools/owners/viacom-timeline.asp .
Goldsmith, J. (2005). Viacom Looks to the Future. Retrieved October 4, 2005 at http://www.variety.com/article/ur1117929452?cs=1&5=h&p=0 .
Gen Z's and Marketing
The upcoming Gen Z generation (born mid-1990s to 2007) consists mainly of youths who have grown up with the Internet, with cell phones, computers, and are technologically sophisticated, savvy, and dependent. They have come to age alongside the rise of smart phones. They possess financial concerns as a result of student loan doubt and a souring economy (the tech bubble of the late 90s, early 2000s and the recession of 2008 due to the home mortgage meltdown), 9/11, and the War on Terror. They are also part of the PC culture that has inundated colleges. They are diverse and many of them still live at home with their parents, participating in what has come to be known as a share economy, with share space platforms like AirBnB, Uber, and other web-based concepts helping to define their socio-economic outlook. They use the Internet for everything -- from…
Aaker, D, Biel, A (2013) Brand Equity and Advertising: Advertising's Role in Building
Strong Brands, NJ: Lawrence Earlbaum Associates.
Bloemer, J, Kasper, H (1995) The complex relationship between consumer satisfaction and brand loyalty, Journal of Economic Psychology, 16(2): 311-329.
Iacosta. (2015). List of Generations. Iacosta Site. Retrieved from http://www.esds1.pt/site/images/stories/isacosta/secondary_pages/10%C2%BA_block1/Generations%20Chart.pdf
MM's Sandwiches is a small upcoming sandwich shop that will offer delicious and uniquely prepared sandwiches. This paper provides a financial plan and a guerrilla marketing strategy for the business. The paper also discusses the most appropriate location for a second store and outlines a plan for securing sources of debt financing for the second store.
Financial planning constitutes an important element of the business plan (Sahlman, 2008). It enables a business to understand its present and future financial position. This is important for establishing the viability of the business in the short and medium term. For example, a financial plan may show the extent to which the business may be profitable in the next or first one year, or three years. A solid financial plan is crucial for ensuring the stability of the business. Without meticulous identification of the costs involved in running the business…
Levinson, C. (2007). Guerrilla marketing. 4th ed. New York: Houghton Mifflin Company.
Sahlman, W. (2008). How to write a great business plan. Boston: Harvard Business Press.
Walter, R. (2004). Financing your small business. Hauppauge, NY: Barron's Educational Series.
Electronic Cigarettes International Group (ECIG) is an international producer, distributer and retailer of e-cigarettes, e-liquids, and vaporizers with outlets and kiosks in several countries around the world as well as online stores. The company has steadily been growing over the past two years with sales approaching $20 million per quarter in 2016 (SA Transcripts, 2015).
Dan O'Neill replaced Brent Willis as CEO and President of ECIG on January 9, 2015. Dan O'Neill's record of experience as CEO of Molson's and top leadership positions at Heinz and Star-Kist suggests that ECIG is positioned under uniquely qualified leadership for the first time since its creation (it was under Willis that company's share price plummeted to its current record lows). With the reduction of debt and the one-time write-off of losses taken by O'Neill in his first year as President, the company has pivoted for better years (Hoogervorst, 2012).
The electronic cigarette and…
Aaker, D, Biel, A (2013) Brand Equity and Advertising: Advertising's Role in Building
Strong Brands, NJ: Lawrence Earlbaum Associates.
Allen, J., Flanigan, S., LeBlanc, M. et al. (2015). Flavoring chemicals in E-Cigarettes.
Environmental Health Perspectives, 122(12): 23-29.
strategy for a business concept that would compete with an identified small sandwich shop. The paper also weighs the pros and cons of opening the new business or purchasing the identified business. In addition, the paper discusses the most appropriate form of ownership for the new business and provides a plan for the business.
The sandwich market is characterized by intense competition. There are numerous players in the market, and distinguishing oneself from the competition can be a daunting task. The right strategy must be selected in order to attract and retain customers. Mark's Sandwich Shop, a local sandwich shop frequently visited by the author of this paper, has been in operation in the last five years. A major shortcoming of the shop, however, is its pricing strategy. The shop's pricing strategy is particularly characterized by a poor menu strategy, price inflexibility, lack of price bundling, inattention to complementary pricing,…
Besanko, D., Dranove, D., Shanley, M., & Schaefer, S. (2010). Economics of strategy. 5th ed. Hoboken: Wiley.
Dlabay, L., Burrow, J., & Kleindl, B. (2012). Principles of business. Boston: Cengage Learning.
Mills, G. (2002). Retail pricing strategies and market power. Victoria: Melbourne University Press.
Sebastian, R., Wilkinson, C., Goldman, J., Hoy, M., & Moshfegh, A. (2015). Sandwich
Non-Profit Business Plan for Care on the Horizon
Imagine a community of elderly people of diverse backgrounds and ethnicities. Now imagine that each and every one of them must provide for themselves and their health care by leaving their homes and making a difficult trek to the local health care facility, where they will have to wait in line, sometimes for hours, before they can be quickly seen and just as quickly dispatched back home. What an exhausting way to live -- especially in one's old age, when retirement is supposed to be a more pleasant and less fatiguing way of life.
Such communities exist all over the nation but especially in NY. In many cases, there is no one who can properly look after such people, at least not in the traditional sense, where home care is a natural and effective remedy to such situations. Fortunately, our organization has…
Kemper, P. (1992). The use of formal and informal home care by the disabled elderly.
Health Services Research, 27(4): 421-451.
Kornowski, R. et al. (1995). Intensive home-care surveillance prevents hospitalization and improves morbidity rates among elderly patients with severe congestive heart failure. American Heart Journal, 129(4): 762-766.
Smeenk, F. et al. (1998). Effectiveness of home care programmes for patients with incurable cancer on their quality of life and time spent in hospital: systematic review. BMJ, 316: 1939.
Signature 410-Non-Profit Healthcare Organization-A Comprehensive Study
Catholic Health Initiatives (CHI) is a non-profit organization that consists of four separate national Catholic health systems that were combined under CHI over the past three decades. CHI offers assisted living services, nursing home services, memory care, rehabilitation care, hospital care, adult day care services, and many other health care services around the nation. It has recently merged with Dignity Health becoming one of the largest health services conglomerates in the U.S. This paper will discuss the marketing strategies employed by CHI, its financial situation, partnerships and strategic planning.
The marketing strategies used by CHI include TV, digital-marketing with content and social media, print ads and even outdoor advertising to help make CHI more popular among the different communities throughout the states in which it operates (CHI, 2018). As Doster (2013) and Jackson (2011) show, social media is one of the…
Vape Nation Business Plan
Mission of the Company
Keys to Success
Legal Form of Ownership
Location and Facilities
Products and Services
F. Financial Statements and Projections
F1. Forecasted Profit and Loss Statement
F2. Forecasted Balance Sheet
G. Financial eport
G1. Financial Projections
G2. Financial Position
G3. Estimated Capital/Investment Needs
Suggested length of 1-2 pages
Vape Nation, based in the U.S. in California is national start-up that expects to compete in the emerging vapor industry, utilizing vaping technology, e-liquids, and e-cigarettes to market itself to local, national, and online customers.
A2. Mission of the Company:
The mission of Vape Nation is to create brand awareness, brand loyalty, and capture market share in the emerging vaporizer market.
Allen, J., Flanigan, S., LeBlanc, M. et al. (2015). Flavoring chemicals in E-Cigarettes.
Environmental Health Perspectives, 122(12): 23-29.
Boseley, S. (2015). Hon Lik invented the e-cigarette to quit smoking. The Guardian. Retrieved from https://www.theguardian.com/society/2015/jun/09/hon-lik-e-cigarette-inventor-quit-smoking-dual-user
Chaudhui, S. (2015). Study finds e-cigarettes contain chemical tied to 'popcorn lung'.
M1 - Discussion
I have always thought entrepreneurship is just about starting a business. However, it is interesting to learn that entrepreneurship is more of a mindset or a behavioural tendency as opposed to just pursuing a business idea. It is a way of thinking characterised by the desire to create or exploit opportunities, take risks, to be innovative, and to grow. This mindset applies to not only individuals, but also organisations. The entrepreneurial mindset can be learned, understood, and practiced. In essence, entrepreneurship is not an inborn ability as often thought. As long as one has the passion to take charge of their life, then the rest can be learned, irrespective of one's background.
M1 - Discussion
One great lesson acquired from the first two chapters of New Ventures is that entrepreneurship is not as straightforward as often thought (Allen, 2015). People usually think as long as…
Allen, K. (2015). Launching new ventures. 7th ed. Boston: Cengage Learning.
Taleb, N. (2010). The Black Swan. New York: Random House Publishing.
In our new, global society, consumers the world over are increasingly besieged with food choices. The advent of processed foods and diet have had a negative effect on the developed world, and as those products increase in the developing world, similar negatives occur in the health of many. Scholars are all in agreement that what humans consume has a clear link to the consequences of our overall health; particularly for children. Eating right involves two things: A balanced approach to nutrition and the proper mindset to use foods in a health manner (freshness, portion size, condiments, etc.). Despite the trend towards highly refined products with heavy sugar content, sugary sodas, and snack foods with high carbohydrates and low nutritional value, there are alternatives.
Our company, Healthy D, is that alternative. Focused primarily on the Thai market, Healthy D. will produce a new and innovative snack bar that can…
While the ureau of Labor Statistics was extraordinarily helpful in researching the marketing manager occupation, the United States Department of Labor was not very helpful. For occupational specific information, this Web site refers the visitor to the ureau of Labor Statistics. The United States Department of Labor primarily provides general information regarding labor statistics and labor rights and doesn't drill down to specific occupations. Therefore, the site isn't that useful for a job search, but is more appropriate to companies for understanding the laws they must comply with and for workers to understand the laws that protect them and what to do if they have not been followed.
The United Kingdom's Office for National Statistics provides information similar to the United States Department of Labor. As such, it does not offer the occupational-level data provided by the ureau of Labor Statistics.
In summary, when researching a particular occupation, the ureau…
"Marketing Manager." http://www.jobvite.com/CompanyJobs/Careers.aspx?k=Job&c=qMX9Vfwx&j=oALcVfwc&s=Indeed
"Occupational Outlook Handbook, 2008-09 Edition." Bureau of Labor Statistics. http://www.bls.gov/oco/ocos020.htm#oes_links
The United Kingdom's Office for National Statistics. http://www.statistics.gov.uk/Cci/nscl.asp?ID=6621
United States Department of Labor. http://www.dol.gov/
Retail Strategy Analysis
In the retail environment, the importance of an effective strategy cannot be overemphasized. Given the inherently competitive nature of the retail space, a retailer must ensure a clearly defined target market, a robust operational strategy, a strong positioning strategy, sustainable competitive advantages, and proper retail mix (Bhatia 121-143). This paper provides a strategy analysis of Woodrings Floral Gardens (Woodrings), a company that retails floral gifts to customers within the State College area, Pennsylvania. Following a brief overview of the company, the analysis specifically pays attention to the company's operations, target market, positioning strategy, competitive advantages, and retail mix considerations.
With more than four decades in operation, Woodrings retails floral gifts to individuals and organizations within the State College area. The company is family owned and operated, and offers flowers for a wide array of occasions, including birthdays, anniversaries, baby showers, weddings, funerals, Valentine's Day, Mother's…
advertising agencies namely Fletcher-Martin-Ewing (FME) Grey Worldwide and Kilgannon Mc eynolds.
Agency: Fletcher-Martin-Ewing (FME)
Fletcher-Martin-Ewing - FME functions as an integrated agency from Atlanta, with a wide range of activities on the advertisement and marketing spectrum. They cultivate the appreciation that brands reach their audiences through a lot of channels apart from advertisement in the present era of proliferation of communication channels. The integrated approach of FME assures consistency of message delivery in every area of communication.
Branding and Advertisement: FME assists the clients in discovering their brand by finding out the contribution they make in the lives of their target audience. This approach is spearheaded by the Account Planners who devote their total time observing and talking with consumers, influencers, customers and personnel. The Planners at FME represent the audience viewpoint right through the strategic planning and creative process. The workforce handling the creative work is focused…
Ayling, Stuart. "9 ways to keep your clients coming back for more" http://ezinearticles.com/?9-Ways-to-Keep-Clients-Coming-Back-For-More& ; id=1980 Accessed on 22 March 2005
"Atlanta Advertising Agencies: Fletcher Martin Capabilities" Retrieved from http://www.fmeonline.com/about/index.asp?fuseaction=capabilities Accessed on 22 March 2005
"Atlanta Advertising Agencies: Fletcher Martin Client List" Retrieved from http://www.fmeonline.com/about/index.asp?fuseaction=clientlist Accessed on 22 March 2005
"Atlanta Advertising Agencies: Fletcher Martin People" Retrieved from http://www.fmeonline.com/about/index.asp?fuseaction=andyfletcher Accessed on 22 March 2005
" And then the candy bar is shown quickly, breaking in half and a voice says, "nickers satisfies."
The ad communicates the product, but as to the benefits -- what are the benefits of eating a candy bar? Nutrition? Not really. it's a clever ploy to get people to eat one between meals. Does it differentiate the product from the competition? nickers is the only candy bar that uses comedy and some violence to appeal to consumers -- young consumers, to be sure. It is targeting a young market because older people know a vicious blow to Roseanne Barr like that (with the full force of tons of wood) would kill her. It could be redesigned to not be so brutally violent at the end, but the ad company placed this in the uper Bowl so they must believe the appeal will be pretty much across the board. But personally…
Suddenly the camera switches to Roseanne Barr, standing 20 feet away from the two men. Wearing a dressy jacket and holding a smaller chainsaw, she yells, "Hey, my back hurts." A millisecond later, a huge tree log swings from stage right and hits Barr very hard, knocking her flat on the ground. Undaunted and apparently unhurt, but dirty, Barr, from a position lying on her back, says, "Now my front hurts!" The ad closes with all brown frame and the words, "You're not you when you're hungry." And then the candy bar is shown quickly, breaking in half and a voice says, "Snickers satisfies."
The ad communicates the product, but as to the benefits -- what are the benefits of eating a candy bar? Nutrition? Not really. it's a clever ploy to get people to eat one between meals. Does it differentiate the product from the competition? Snickers is the only candy bar that uses comedy and some violence to appeal to consumers -- young consumers, to be sure. It is targeting a young market because older people know a vicious blow to Roseanne Barr like that (with the full force of tons of wood) would kill her. It could be redesigned to not be so brutally violent at the end, but the ad company placed this in the Super Bowl so they must believe the appeal will be pretty much across the board. But personally I'm negative towards using violence (even make believe) to sell a candy bar. It is attention getting and that is what the sponsor is aiming for.
Writing in the Journal of Sport Management (peer-reviewed) professor Scott Kelley's research of the content of Super Bowls (1996-2002) shows that "higher levels of affect are associated with advertising goods rather than services" (Kelley, et al., 2004, p. 398). In fact Kelley's study shows that the most effective strategies for Super Bowl advertisers include: a) using "emotional appeals"; b) "avoiding straight announcements…"; and c) "not making quality claims." Snickers qualified on "b" and "c" -- and on "a" too if humor and violence are considered emotional appeals. Sam Westmorland, writing in the Bleacher Report, explains that it's a "hilarious commercial" and has the possibility of giving a "jump start" to Lewis' and Barr's careers. Conclusion: If I was to revise the commercial, I would have the massive swinging log barely miss Barr, knocking her back to avoid being slammed. She still hits it the dirt and gets messy with a shocked face. She would say, from her back, "Now it hurts even more."
But these markets are far more deeply explored and mined, both by X-L and its competition. Plus, China's middle class is still growing, and even from a geographical perspective, there is more 'outdoors' in China in which citizens can deploy their sporting skills, in comparison the more densely populated other Asian nations.
Not only lifestyles have changed but the idea of spending money on sporting clothes is still relatively new. X-L must establish itself as the brand of choice, at this critical juncture in China's economic history. "At the moment, China's consumer economy is about the size of Italy's, but in two years' time it is going to start adding an Italy every year," observed one China analyst (Ford, 2007). Plus, the young, athletic market is expanding: "Young people are responding, and refusing to follow their parents' example of socking away 25% of their post-tax income - one of the…
Dissecting China's Middle Stratum." (24 Oct 2004). China Daily. Retrieved 13 Aug 2007 at http://www.china.org.cn/english/China/110521.htm
Ford, Peter. (2 Jan 2007). "Consumer tidal wave on the way: China's middle class."
Christian Science Monitor. Retrieved 13 Aug 2007 at http://www.csmonitor.com/2007/0102/p01s02-woap.html
McDonald's Integrated Marketing Campaign
This paper is divided into two distinct sections. The first chapter is based on literature reviews of various scholarly works that are related to the topic of integrated marketing campaign that are also relevant to the McDonald marketing campaign that was created to celebrate the inherent democracy of the McDonald's brand. The first chapter is further divided into three parts; the first section mainly focus on advertising in general and then specifically into fast food advertising. The second section in literature review is based on new media as a marketing communication tool and lastly, in the same chapter different aspects of marketing campaign will also be analyzed. The second chapter is a personal reflection on the experience and lessons learnt by the student while preparing the dissertation.
Table of Content
CHAPTE ONE: Literature review
Types of advertising
1.2.1 Digital advertising…
Ben H., (2005): "4udible revolution," The Guardian,
Berry, R. (2006). Will the iPod kill the radio star? Profiling podcasting as radio. Convergence: The International Journal of Research into New Media Technologies, 12(2), 143.
Brownell, K.D., & Horgen, K.B. (2004); Food fight: The inside story of the food industry, America's obesity crisis, and what we can do about it. New York: McGraw-Hill.
Blanchard, O., (2008) Macroeconomics. Harlow: Pearson Education
The brand exists solely in the minds of the consumersand it encompasses their overall perceptions andattitudes of Vermont." (http://www.vermontpartners.org/htm/research_vtbrand.asp) Whena brand is established in a consumer's mind itcan trigger associations with smaller destinationswithin the area the brand represents.
But first there is a need to establish a consistent brand identity.For example, "The Henry Ford" brand is the umbrellabrand name for five different attractions in the samedestination. Although each attraction has its ownpositioning, promise, descriptor and tagline, all ofthem are consistently branded under one brand:"The Henry Ford." The choice of this brand namewas based on research performed by the organizationas to how visitors perceived and referred to thedestination.In the case of a state, the brand name provides anumbrella for the state's other destinations, as well asother business entities, which benefit from itsgreater exposure. For example, a shopping related business located in a primarily outdoor recreationdestination will benefit from the overall increase…
Anne-Marie d'Hauteserre Journal of Travel Research, Vol. 39, No. 3, 300-307 (2001)
Destination Branding: Concept and Measurement." Derived http://www.experiencewashington.com/images/pdf/M_OtherMichiganBranding.pdf
Destination Branding in a Hostile Environment. By: d'Hauteserre, Anne-Marie. Journal of Travel Research, Feb2001, Vol. 39 Issue 3, p300, 8p; (AN 4023818)
Destination branding in place: St. Louis http://www.whisperbrand.com/blog/2005/06/destination-branding-in-place-st-louis/
The term marketing refers to identification and anticipation of consumer needs and wants and then satisfying them in a profitable manner. With the increase in globalization and consumer knowledge, marketing has evolved to become a comprehensive field with rapidly changing dynamics and is a key contributor in the success and failure of any business.
The way a marketing strategy of any product is designed depends greatly on whether the commodity is market oriented or product oriented. Detergent falls in the category of Fast Moving Consumer Goods (FMCG) which means it is a highly market oriented product and the commodity operates in a market where consumers have more than adequate knowledge about the product (Kotler & Keller, 2008). Being a highly competitive market, detergent companies have to ensure that their marketing strategy is aggressive enough to promote a strong brand image and generate a strong brand loyalty in order to…
Kotler, P. & Keller, K. (2008) Marketing Management. USA: Prentice Hall
Czinkota, M (2007). International Marketing. USA: Thomson South-Western.
Silk, A. (2006), What is Marketing? USA: Harvard Business School Press.
International Marketing Communication Perspective
There are challenges that face organizations, which engage in global marketing. This form of cross border marketing involves diversity cultural backgrounds. It is pertinent to note that each country has distinctive needs relating to producing goods for them. International marketing requires a comprehensive understanding of the needs of each target market. This study provides a comprehensive review of the differences and similarities that exist between the marketing needs of UAE and Indonesia (Govers, 2009).
The aim of marketing communication is to convey the accurate information to the targeted group of people. In Indonesia and UAE, the populations are largely Muslim. The right choices to be made as a marketer have to be made to ensure any message delivered to the people is helpful to the brand being marketed. These require a communication strategy when addressing the target market. A communication strategy will help in…
Amant, K., & Kelsey, S. 2012. Computer-Mediated Communication across Cultures:
International Interactions in Online Environments. Hershey, PA: Information Science
Cohen, W.A. 2006, The Marketing Plan (5th ed.). Hoboken, NJ: J. Wiley & Sons.
At the same time the social awareness is increasing in terms of its viability as a rescue product in case of any battery failure.
The renewable energy products are gaining popularity in developed countries. The technology used in the product is using sunlight to transform it into solar energy for chagrining battery. Therefore it is an advanced technology. The usage of solar technology as well as the presence of secondary input through the car lighter is evident that product is designed using the latest technology. The technological environment of the product is rapidly chaining and improvements are incorporated. The product should be analysed periodically for advanced features.
The environmental aspects of the product are most favourable in terms of the product usage and technology used to manufacture the device. The product is considered as a contributor to the efforts of promoting renewable energy alternatives at small…
Amazon, 2011, SOLAR POWER CAR PANEL BATTERY TRICKLE CHARGER 12V 1.5W, Retrieved From: http://www.amazon.co.uk/gp/product/fB002V9JEF0/ref=s9_simh_bw_p263_d0_i4?pf_rd_m=A3P5ROKL5A1OLE&pf_rd_s=merchandised-search-9&pf_rd_r=AA95B12935CE4ADA9860&pf_rd_t=101&pf_rd_p=368716567&pf_rd_i=248877031
Gitman, LJ, & McDaniel, CD 2008, the future of business: The essentials, South-Western Pub, USA.
Go Outdoors, nd, Ring Solar power battery maintainer, http://www.gooutdoors.co.uk/solar-maintainer-p178539
Guffey, ME & Loewy, D 2012, Essentials of business communication, South-Western Pub, USA.
(Conniptions886 2009). Again the ad stresses the outdoor beach culture among those who have the means and leisure to enjoy it.
Coca Cola ads have not seemed to change that much over time. They have sacrificed expressing multiculturalism, without popular exception to build a following for their target market. One comparison ad done by Pepsi and much more reflective of diversity, and especially the diversity of the urban culture is the ad affectionately known as "Chain reaction." In general Pepsi seems to have somewhat let go of the beach culture and decided to focus on the massive urban youth culture. This is not to say that Pepsi has become the label of multicultural expression, as they still clearly target the white youth audience:
(Youtube user DuncansTV2008)
The Pepsi chain reaction video is a great example of the change of focus of one brand to the urban culture of the youth…
CocaColaChannel 2007, http://www.youtube.com/watch?v=tXufTYF80b0
Conniptions886 2009, http://www.youtube.com/watch?v=F8TDXFy7LSo&feature=email
Conniptions886 2009, http://www.youtube.com/watch?v=4o-GR2wogWE&NR=1
Conniptions886 2009): http://www.youtube.com/watch?v=xrBxEZfejBE&NR=1
As the former approaches have proven to be ineffective in the recession, the reliance on social networking needs to be pervasively focused on. Second, there is also the need to create more excitement over the brand, and this needs to include the sponsoring of extreme sports events and the support of independent (indie) artists that typify they high energy and risk taking the brand wants to associate with itself. These events must focus women artists who are breaking stereotypes of women athletes by being strong and self-sufficient. As the women's sporting goods market is the high growth segment today, that is a critical focus for the North Face to concentrate on.
The need to embrace social networking and make it a core part of the P, direct marketing and sales promotion strategies of the North Face is evident by the rapid growth of Facebook, Friendfeed, Twitter and many other sites…
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Linda L. Briggs. (2007, January). In Retail BI, One Size Doesn't Fit All. Business Intelligence Journal, 12(1), 41-43.
Kathryn Kelly, Arthur Andersen. (2000, March). Apparel e-commerce: Online and kicking. Apparel Industry Magazine, 61(3), 48-50.
Kusterbeck, S. (2008, November). Knowledge is Power for the North Face. Apparel Magazine, 50(3), 22-24.
Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the ox for Minimum Cost, Maximum Results," (2001), are:
Instead of investing money, you invest time, energy and imagination.
Instead of guesswork, you utilize our expertise and experience.
Instead of measuring your success in terms of traffic, responses or sales, you do so in terms of profits - your bottom-line.
Instead of ignoring customers once they've purchased, you follow-up for cross-sales, up-sales, and referral sales with great persistence.
Instead of only concentrating on making sales, you are dedicated to making relationships, which result in many more sales over the long-term.
Instead of focusing on a single strategy, you utilize a combination of many.
Instead of growing large and diversifying, you grow profitably…
360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: http://www.bullseyemarketinggroup.com/guerrillamarketing.html (Accessed 2003 March 1).
Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: http://www.efuse.com/Grow/guerilla_marketing.html (Accessed 2003 March 2).
Case Studies," (the Viral Factory), Available: http://www.theviralfactory.com/casestudy.htm (Accessed 2003 March 1).
Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available: http://www.netmechanic.com/news/vol2/search_no2.htm (Accessed 2003 March 2).
Psychographics is a method by which one can analyze and understand a social group and whereby one could get information about the psychological response to given situations by particular groups or individual persons. Psychographics is understood as a medium for understanding the diverse beliefs, opinions and interests of customers.1. It is also defined as profiling the perception, attitudes, feelings and preferences of customers and understanding the mental processes of customers in purchase decisions.
Psychographics a very effective tool of communication to the marketer, based on which appropriate marketing strategies can be formulated and implemented. It is believed that psychographics is perhaps a better method of understanding consumer behavior when compared with other behavioral tools such as psychodynamics, neuro-linguistics and design psychology. According to Harold Finkleman, "Psychographics enables to understand who we are in communication with, and how they would react to particular situations, whether it would be in a positive…
Alder, H (2001) "Mind to Mind Marketing: Communication with 21st century customers" Kogan Page, London're Ageng North West Province 2001. (February 2001) Strategic Planning Workshop (back ground documentation)
Bezjian-Avery, Alexa, Bobby Calder, and Dawn Iacobucci (1998), "Interactive Advertising vs.Traditional Advertising," Journal of Advertising Research, 38 (4), 23-32
Davenport, Thomas H., Jeanne G. Harris, and Ajay Kohli (2001), "How Do They Know their Customers So Well?" Sloan Management Review, 42 (2), 63-73.
Drummond, G and Ensor, J (2001) "Strategic Marketing: Planning and Control" Butterworth-Heinmann
6.0 Action Plan
The action plan for the marketing plan takes a couple of key steps. The first is going to be to determine the marketing targets -- likely the established targets of Australia, New Zealand and Japan, along with the new targets in Greater China and Southeast Asia.
The second step of the action plan is to ensure that all of the resources are in place. This includes human resources -- Chinese and Japanese speakers included -- and a marketing coordinator. The latter position may be a paid position, but most likely all other marketing positions will be done on a volunteer basis due to budget constraints. The third step will be to set the budget, which will be based primarily on an accounting of existing funds.
The fourth step will be to design and write the marketing. The fifth step will be to make the necessary contacts. This…
Gold Coast Airport Marathon website, various pages. (2010). Retrieved April 10, 2010 from http://www.goldcoastmarathon.com.au
AIMS website, various pages. (2010). Association of International Marathons and Distance Races. Retrieved April 10, 2010 from http://www.aimsworldrunning.org/statistics/World%27s_Largest_Marathons.html#2009
Nielsen radio survey. (2010). Nielsen.au.com. Retrieved April 10, 2010 from http://www.au.nielsen.com/site/documents/Metro110.pdf
OzTAM. (2010). Consolidated metropolitan total TV share all viewing. OzTAM. Retrieved April 10, 2010 from http://www.oztam.com.au/documents/2010/A1_20100321.pdf
This helps tarbucks to retain an image of the young, exciting company that attempts to break the convention with its strategy and its products. The company does this with a policy of continuous innovation and honesty.
Another policy is never to compromise the customer's experience for the sake of profit, as seen above. Not only employees, but also customers are seen as the primary stakeholders in the company and as such are treated well. In this, the company focuses on the little touches that make the customer experience something exceptional. The policy is that small things add up to connect the customer with the company, and this ensures returning customers.
Another insight that tarbucks profit from is the fact that they do not attempt to cultivate loyalty with lower prices, but rather a basis of fans with products that are excellent and meaningful to the particular customers it serves. Hence,…
Allison, Melissa. 2006. Starbucks takes unique approach to marketing. Seattle Times. Oct. 12. http://seattletimes.nwsource.com/html/businesstechnology/2003300353_events12.html
Hanft, Adam. 2007. What you can learn from Starbucks. Inc.com. http://www.inc.com/resources/marketing/articles/20050401/starbucks.html
Moore, John. 2006. Marketing lessons from Starbucks. Nov. 7. http://www.hear2.com/2006/11/john_moore_auth.html
Social media forces those who use traditional marketing and advertising to re-evaluate their business models and techniques.
Despite such rave reviews regarding the use of social networking as a marketing platform, many companies have not readjusted their strategies to incorporate such elements into their execution of marketing techniques. his means missed opportunities and cost savings. Even worse, many SMEs are continuing to spend too much money on the execution of traditional advertising, which is essentially limiting their ability to compete with larger businesses. his creates a situation where marketentry barriers are high, as are the potential failure rates for many new start-ups and small businesses around the country.
Viral marketing affects customers' brand consciousness, information purchase behavior, purchase actions, postpurchase conversations, and assessments (Mangold & Faulds, 2009; Palka, Pousttchi, & Wiedemann, 2009). he use of social media is not devoid of issues, not least of which is that it allows…
The AMA defines traditional marketing, " as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Pride & Ferrell, 2011, p.4) Limitation and Delimitation
The primary limitation of this study concerns its strict reliance on secondary resources. In this regard, Dennis & Harris (20o2) pointed out, "Finding the information needed to answer a particular research question from secondary data avoids the need to spend time and money on primary research, but the likelihood of an ideal match is remote" (p. 39). Notwithstanding this sole limitation, the study's design and research question were deemed viable.
The advantages of social networking are located in the capability of companies to communicate with clients as observed by the anticipation of the drive in the direction of consumer value or relationship marketing (Ravald & Gronroos, 1996; Woodruff, 1997). To increase their capability of understanding the advantages that come from social networking, organizations will have to plan ways to create connections that strengthen consumer commitment (Ravald & Gronroos, 1996). This involves an awareness of the difficulties and outcomes of utilizing cellular social networking to guide as well as to inform strategic planning. As the growth and development of e-business has motivated more managerial competence in SMEs' planning as well as in the implementation of it, the actual strategizing capabilities of SMEs continue to be proportionally lower in comparison with that of bigger companies (Dyerson, Harindranath, & Barnes, 2009). E-business endeavors are not usually viewed as strategically practical or desirable in spite of their effective utilization of the Internet for elementary tasks such as e-mail
Amazon.com's vision is to become "Earth's biggest selection and to be Earth's most customer centric company."
Mission of Amazon.com:
The mission on Amazon.com is to create shareholder value over the long-term which is the fundamental measure of our success. We accomplish this mission by:
Investing aggressively to expand and leverage our customer base, brand, and infrastructure as we move to establish an enduring franchise.
Making investment decisions in light of long-term market leadership considerations rather than short-term profitability considerations or short-term Wall Street reactions.
Focusing relentlessly on our customers.
Market Penetration in China
Amazon.com entered the Chinese e-commerce market in 2004 by taking over Joyo.com (China IT & Telecom eport, 2007). However, as the GE matrix indicates, Amazon.com is underperforming and has lost its position as market leader (Dean, The Wall Street Journal, 2006). Market penetration in China is a…
Business Wire, 2007 "Amazon.com headlines list of keynot addresses for LinuxWorld San Francisco and next generation Data Center." Business Wire May 16, 2007 [accessed: 23 Jan 2008]
China IT & Telecom Report, 2007 "Joyo.com renamed Joyo Amazon" InterFax News Agency, June 8, 2007 [Accessed: 3 Feb 2008 22:16:28]
Sorce, P., Perotti, V., & Widrick, S. (2005). "Attitude and age differences in online buying," International Journal of Retail & Distribution Management, 33(2), 122-132
Teather, D, 2007, Challenge Amazon: Amazon is pretty much the undisputed champion of internet book sales in the UK, but might an ambitious new competitor challenge its market dominance?; The BookSeller 4th May 2007 [accessed: 23 January 2008 10:02:48]
ith respect to footwear lines, the industry is segmented. The segments are often by sport, with Classic being a non-sport addition. The leading sport is running/jogging, which was worth $3.16 billion in 2008; classic was second with $1.98 billion and kids was third with $1.78 billion. Sport-specific segments, including tennis, basketball, soccer, skate/surf, outdoor/adventure and sports sandals are smaller, but can be high growth segments. Many of these segments are intensely competitive and the major players tend to compete in all segments vigorously. Thus, while K-Swiss has attempted to carve a niche for itself, it still faces intense competition from other differentiated providers.
The industry is dominated by two major key success factors -- marketing and design. Firms in the athletic footwear industry spent billions on marketing, including endorsements deals with athletes, advertising, and securing distribution networks. For smaller firms like K-Swiss, distribution is more difficult to achieve, but it…
2009 K-Swiss Annual Report. Retrieved April 2, 2011 from http://www.kswiss.com/kswiss/pdf/KSWISS_2009_AR.pdf
Marcus, M. (2009). K-Swiss run down. Forbes. Retrieved April 2, 2011 from http://www.forbes.com/2009/03/05/kswiss-dividend-footwear-markets-equity_earnings.html
MSN Moneycentral: K-Swiss. (2011). Retrieved April 2, 2011 from http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?symbol=KSWS
SGMA. (2009). SGMA says sales of equipment, shoes & more exceed $66 billion. Sporting Goods Manufacturers Association. Retrieved April 2, 2011 from http://www.sgma.com/press/132_SGMA-Says-Sales-of-Euipment,-Shoes-%26-More-Exceed-$66-Billion
Business Plan Assisted Living Facilities
Residential and Day Treatment Facility
Residay Home and Residential Care provides assisted living solutions for senior adults. Residay Home and Residential Care is dedicated to making the provision of the highest quality care to senior citizens requiring or desiring an assisted living facility. Residay Home and Residential Care is located in the Tennessee Valley Area of North Alabama and is an alternative to the generally larger and less personal senior assisted living facilities specializing in the ability to make provision of a very high level of care in a smaller and more personal environment. Residay Home and Residential Care makes provisions of assistance to seniors in their activities of daily living including assisting with medication, meals, reminders, personal grooming, physical therapy and other such assistance. Further provided by Residay Home and Residential Care are opportunities for companionship, entertainment, and activities, which seniors enjoy…
Administration on Aging, Department of Health and Human Services (2005). Fact Sheets: Eldercare Locator.
Administration on Aging. (2004). Report to Congress. Long-term Care Ombudsmen Report, Fiscal Year 2004. Washington, DC: U.S. Department of Health and Human Services, Administration on Aging.
Agency for Healthcare Research and Quality. (1996). Medical Expenditure Panel Survey: Nursing Home Component. Retrieved from: http://www.ahrq.gov/data/mepsweb.htm#Nursing .
Alabama State Board of Health, Alabama Department of Public Health, Division of Licensure and Certification Administrative Code. Chapter 420-5-4 Assisted Living Facilities. Retrieved from: http://www.alabamaadministrativecode.state.al.us/docs/hlth/420-5-4.pdf
LAUNDY DETEGENT 91 OZ.
Gain Laundry Detergent is one of the most successful products of Procter and Gamble. In the year 2007, the product became the 23rd multibillion dollar product by P&G. P&G has always been an institution in product development and its wide variety of laundry detergents have all been able to capture significant market share due to distinct positioning. Tide is specifically targeted at stain removal, Gain has a fresh scent, Cheer has been positioned as the all-temperature detergent and this distinct positioning has enable P&G to dominate the detergent market without causing confusion in people's minds. Gain is currently the second largest selling laundry detergent in the U.S. And has many different variants present in the market.
In this study of the brand, we have chosen to focus on the original Gain detergent in a box of 91 oz.
Gain has gained its market share…
"Procter and Gamble announced Gain as its 23rd multi-billion dollar product." Accessed online 4th April 2011 from http://www.pginvestor.com/phoenix.zhtml?c=104574&p=irol-newsArticle&ID=1048290&highlight=
Gilman, L. McDaniel, C. (2008) The Future of Business: The Essentials. Cengage Learning
"GAIN COMPACTION FACTSHEET" Accessed online 4th April 2011 from http://www.pg.com /en_US/downloads/innovation/factsheet_PowderCompaction.pdf' target='_blank' REL='NOFOLLOW'>
The overall economy is growing slowly, and those within our target market have not experienced the steep decline in employment that other demographics have suffered. Income levels in our target demographic have changed little as the result of the recession, so there is little cause for concern about the economic macroenvironment when launching this product. Golf continues to be a popular sport, despite flatlining interest in the United States (Nohcud, 2008). There is strong growth in golf overseas, in Asia in particular, and this provides encouragement for the long-term growth prospects of the Tracker.
One marketing issue that needs to be researched is with respect to the culture of golf, in particular the target market of the Tracker. This is important because the tone of the advertising message will be in part dictated by the culture of our golfing target market -- it could be jocular or it could be…
Nohcud, S. (2007). Why golf's popularity has mushroomed. iSnare. Retrieved February 3, 2011 from http://www.isnare.com/?aid=186590&ca=Sports
Based on this situation of the Crush brand, the recommendation for the future strategy in the orange segment is that of investing more in the products and in their marketing in order to attract more customers. Still, this course of action would be expected to generate only a slight increase in sales, and this is due to the fact that the soft beverage market is already mature and consolidated, and major shifts are improbable.
Still, the orange sector represents a stable one, which would bring sustainable revenues. In a more specific formulation, Cadbury Beverages should recognize its orange segment as one retailing cash cow products. These products are able to generate suitable revenues, for investments which only maintain, rather then reinvent the product line. The profits generated from this segment are as such secure and the costs are lower, indicating as such, that even if the market for them does…
Kerin, R.A., 1995, Cadbury Beverages, Inc., Crush Brand
Bubey Page |
Case Study- Bubey
Bubey, a band known fo its quality, luxuious and oyal association was confonted with stategic issues of style, poduct conventional look and tageted to olde custome segment. The company was not only having concens with thei poduct line but they wee lacking unified copoate vision and stategy. Due to which they stated having loophole in thei luxuious goods maket discipline. Stategic concen fo the company was how does the band image cascade down in the taget maket and how does it ejuvenate itself is a management lesson.
Bubey founded by a young lad of 21-yea of age, Thomas Bubey when he stated the wok by opening a dape's shop in Basingstoke, England. Bubey had captued the maket and builds its band image initially among the Bitish Amy, politician, enowned adventues and celebities with the intoduction of gabadine, a watepoof beathable fabic. The…
references would be different from each other. Therefore, it adopted a pricing strategy that builds up the brand which speaks about the company's vision and creating the brand credibility unanimously.
Product Placement strategy:
To attract young and fashion oriented customers company also promoted their product with lower prices in such segments. In the broader perspective it expanded its brand portfolio in the luxury market with the label called Prorsum. The concept behind Prorsum was the introduction of high profile and a high-end brand which was not meant for masses but some elite group authentically interested in fashion and was only displayed in the best stores of the world so the company has limited their distribution for the products under this category.
For the purpose of promoting company's new brand image it decided to run an advertising campaign with the millions of budget by hiring professional photographer from the industry. The objective behind it was to replace the brand image of old conventional design images with the new fashion oriented outlook. The campaign featured British aristocrats who were fashion icons and shot in the outdoor locations so they could be tailored according to changing seasonal patterns and their product offerings.
marketing strategies of Coca-Cola and Pepsi in Thailand and UK
Coca-Cola and Pepsi, rated among the top companies in the world share a common fact - for several years, both these companies have been successfully selling a simple product made of water and sugar to almost all countries. This would have been impossible unless the companies were able to create sustained excitement over their products and brands among the people and its employees. (Davis and Dunn, 2002)
This study is of interest because both are extra-ordinary companies in terms of brand penetration in even the toughest markets such as China and the middle-eastern countries. Coca-Cola is the world's number brand and Pepsi is also among the top brand names in the world. In 2000, Coca-Cola's sales surpassed one billion units per day and it had 239 products, selling across 200 countries. Coca-Cola and Pepsi are seen as arch rivals by…
Angel, M. "The Taste Challenge" Retrieved at http://www.enjoyment.independent.co.uk/food_and_drink/news/story.jsp?story+496974 www.enjoyment.independent.co.uk/food_and_drink/news/story.jsp?story=496974Accessed on 25 April 2004
Pepsi Targets Asian Markets" (March 24, 2002) Asian Market Research News Retrieved from www.asiamarketresearch.com/news/000114.htm. Accessed on 25 April 2004
Coke recalls controversial water" (2004) BBC News
Retrieved at http://news.bbc.co.uk/1/hi/business/3550063.stm19 March Accessed on 25 April 2004
Audi and Operations in China
Audi has a long and rich heritage as being a manufacture of luxury automobiles. The business has been in existence for more than a century when August Horch invented his first car in 1901 with the help of his workers (Audi Quattro, N.d.). Horch was later forced out of his own company in 1909 due to trademark infringements, 8 years after the company's first car completed finished production in the plant in Zwickau, Germany. Sometime later four companies merged to form a new company referred to Audi and used four interlocking rings as a company logo that is still being used today. Audi's current vision for the company is (Audi, 2015):
Vision: "Audi -- the premium brand"
"The Audi brand has focused on the challenges of the future in adopting its Strategy 2020. The strategy took on firmer contours during 2011…
Audi. (2015). Financial Report. Retrieved from Audi Investors: http://www.audi.com/content/dam/com/EN/investor-relations/financial-events/annual-general-meetings/2014/audi_hv_2014_audi_ag_finances_2011_en.pdf
Audi Quattro. (N.d.). The Audi history concerning the quattro concept. Retrieved from Audi Quattro: http://www.audiurquattro.de/history/history.htm
Cremer, A. (2014, November 3). Audi profit margin slips as plant costs offset sales gains. Retrieved from Reuters: http://www.reuters.com/article/2014/11/03/us-audi-results-idUSKBN0IN0OE20141103
Forbes. (2011). Marketing to the New Chinese Consumer. Retrieved March 22, 2015, from Fobes Insights.
This will allow the company to be able to identify a core audience they can market the product to and what specific actions should be taken, to reach out to this group of consumers.
What sources of survey error are most likely to occur in a study of this type?
The biggest errors that the surveys will encounter are: having to small of a sample and over looking information that is important to key demographics. The situation surrounding the size of the sample is problematic, because you will never fully know the exact views of the product, for all of the different demographics of fisherman. That being said, to mitigate these effects, the survey size would be sent out to a large enough group, that they should be able to account for this issue.
The demographic information is significant because, it will tell you what specific factors are most important…
National Do Not Call Registry. (2010). FTC. Retrieved from https://www.donotcall.gov/
The weather is also a threat, since attendance declines as the attractiveness of outdoor pursuits increases.
Manuel should pursue several different courses of action. He should be willing to sell ice time to hockey groups if it is more profitable, even on weekend evenings. He should focus on courting the teenage and young adult market during times when competition for their business is less intense, like weeknights. He should recognize the value of the ice arena as a babysitter and schedule skates for times when that has an appeal, such as after school. We should also focus his marketing efforts on media used by his target market. Some people still listen to radio, but if Manuel wants to reach a younger audience he needs to do it online, via text message marketing and other modes of communication that have a better reach with his target.
Manuel should be open to…
In devising these research projects, a series of focus groups would be organized in ten metro cities located throughout the U.S., and the questions would specifically focus on the taste, anticipated price, use as refreshment or as an energy-enhancing drink during or before workouts or participating in sports. The focus groups would be held in research centers in the ten cities, and would concentrate on a blind taste tests between the proposed product and leading drinks in the category. The questions would also concentrate on how the proposed energy drink could be mixed with other beverages, and what specific outings, sporting events both as participants and also as spectators, the drink would be taken to. Distribution and availability would also be discussed in the focus groups. All of these specific questions would be organized into a research questionnaire completed during the focus groups following a blind taste test of the…
Columbus (2006) - Bringing the Value Back Into Value Propositions. CRM Buyer Magazine. Accessed from the Internet on November 7, 2007: