How to flunk college

Procrastination is a perfect way to flunk out of college. We all have those friends who like to brag about great they are in college. Those people really bother me. And it is because I can never get anything done. It takes me a long time to accomplish the simplest tasks. I pride myself in being a grade A procrastinator. Because of a room being messy, daydreaming, and interacting with people through social media will help anyone perfect the art of wasting time and procrastination. I am not a very messy person, but I do not usually keep my room clean 100 percent of the time either. Many times I have opted to put away my clothes, clean out my binder, make my lunch for the next day, and take a shower after school before I get to my homework. Doing all these activities takes a while, and I usually end up doing all of them on nights when I have a lot of homework, or if I have a test the next day. Any type of cleaning or household chore would work though, such as scrubbing the shower, vacuuming, or dusting. Thus, lesson number one: placing all other activities in front of school work will kill your chances of work being completed. Another excellent way to waste time is to daydream. I can sit for an hour or more before I realize that I should be doing something else. I usually think about something that happened that day, and then imagine another positive ending. Or I will think about another football game, and think about what will happen when the game starts. Sometimes I look out the window and look at all the leaves, plants, or even the grass in my backyard. This is a great procrastination method when especially when all you can think about is something else. Lesson number two: pondering on other things will not get my work done. The best way to procrastinate is interacting with other people through social media. Everyone does it, and there is no denying that Facebook and Twitter have caused more than there fair share of failures. I am no exception. I will get on my phone all day knowing I have work to do, yet in the morning I will ask myself why. Here I am rite now, a casualty of social media, typing up this essay for you at the very last minute. Finally, lesson number three: social media is the prime way to ensure that I will flunk college. There is no denying a messy room, daydreaming, and social media can ruin a college career. If we continue to do these things, then it will almost ensue that we will not be coming back for another semester of education.

‘Montana 1948’ Is About the Choices People Make

Larry Watson’s novel ‘Montana 1948’ is told from the perspective of narrator David Hayden, recalling the experiences of his 12 year old self. The observations he witnesses and describes reflects the choices that are made by the adult characters of the novel. Not only changing himself but also changing the situations and environment around the small town of Bentrock. David’s uncle Frank played a major role in this novel displaying his selfish and egotistical choices. Along with these self-centered decisions, Wesley, was torn between protecting his family and obeying the law. These choices heavily influenced David’s own decisions therefore using his knowledge respectively. However, not everyone’s decisions and choices were used. Gail the main woman figure in the novel had her choices declined and disregarded due to the fact that she is a woman. These decisions and choices that were made by frank greatly influenced on the whole of the family. David’s uncle, Frank Hayden is a highly confident, ignorant and narcissistic doctor who is clearly only interested in his own priorities, status and position in the community. His choices that are presented throughout the novel do heavily influence the entire family’s decisions. Which do shape the future events for the family. Frank has had a long line of being the favourite sibling between the two brothers (Wesley and Frank) due to this his father, Julian is fully aware of the fact that Frank is engaging in adult behaviours with Indian women, this had started in his early teens. Such things as these are explained when Marie stated that â€Å"When he examines an Indian he†¦he does things he shouldn’t. He takes liberties. Indecent Liberties. † This statement explains how the American Indians in particular, Marie feels about frank and his methods while examining Indian women. The choices that frank made were extremely significant on the opinions and future decision that were made throughout the rest of the story. Franks actions and choices caused conflict and distress within the Hayden family, causing rifts and a divide in the family. His choices changed the views of Wesley and his choices. Wesley, the strong, respected father and sheriff of Bentrock is torn between the decisions of protecting his family from the harsh truth and unpleasant situations of Bentrock, Montana and enforcing the law and his duties as sheriff. Due to Franks immoral acts, Wesley is forced to decide Franks fate, whether he is to be locked up in prison because of his misconducts or, to have his crimes forgotten about to protect the Hayden name. Throughout the novel, Wesley is under a lot of stress and pressure to make the right decision. He is unsure and confused although he finally does stand up to his father and think for himself, as he was heavily influenced by Julian’s actions and wishes. Because of Wesley’s choice to lock frank up in the basement of their home, frank tries to convince Julian what frank has really done. Julian little respect for what Wesley has done to find out the truth nor will he ever have faith or belief in Wes because frank is the more favourite sibling. This is represented in the statement â€Å"you-Investigating† how through these two words displays how little respect Julian has for Wesley. The choices that were made my both Frank and Wesley affect the knowledge and the information that David has gained, influencing his choices. David, the innocent and extremely influential child of the Hayden family, uses his incorruptibility to his advantage. As David is the youngest character featured in the novel, he is shown as the innocent and unknowing character. David observes the on-goings of the family including, their discussions, ideas and opinions and uses his knowledge to for his own advantages. David’s decision to over-hear the conversations of the adult characters shows his curiosity and slyness, towards the situation. Throughout the novel, David displayed only a few decisions, including the fact that although insignificant, David did tell Wesley about Frank breaking into the house and murdering Marie. As David was unaware of the consequences of the actions Frank committed, David was shocked and slightly scared of what might happen to him as David idolised frank, even more than his own father. David’s innocence is shown when repeating what he says to his father â€Å"Uncle Frank. Uncle Frank was here. †, this statement shows how he had chosen to keep the fact that frank had gotten into the house, displaying David’s anxious behaviours. As shown all of the male characters have chosen to lie and use their knowledge to use, although Gail seems to be the only character who choices were disregarded but also the right ones to make. Gail Hayden, the dominant female figure in the novel, discovers choices and decisions that would benefit the future events or situations, although they were all declined. Gail Is the mother of David and wife of Wesley. This meaning that she is written to be contrasting the rest of the characters. This means that because she is a female, her decisions and choices that she may or may not have made were in fact the correct choices but were declined. Gail, throughout the novel, chose to uncover the terrible secrets of frank, and what he does with Indian women. Gail tries to confess his immoral actions to Wesley, the sheriff and brother of frank. Although these accusations made by Gail were true although as mentioned, all of Gail’s choices like to tell Wesley about frank shows how others do not have respect for her, therefore everything that she believed was contradicted. Although Gail was one of the main characters of the novel, all of these decisions were made inferior by the entire Hayden Family. Gail had given up trying to convey her opinions and choices because of the Hayden family, who all made personal and non-personal choices. Larry Watson’s novel, throughout the entire story every character made at least one important decision as these problems unravelled as the story progresses. Even if the choices were life threatening or dangerous to the rest of the family, all of the characters made a choice. If it was a choice to continue a lifelong lie, such as Frank. The choice to protect your family from dangerous situations. The decision to tell the truth to as higher authority. Or even if your opinions and choices were disregarded and ignored. The characters in the novel â€Å"Montana 1948† all displayed choices which made up the basis of the story.

Is There Nowhere Else Where We Can Meet ?

The story begins with a clever prophetic metaphor, ‘reversal of elements' where the white sky is blackened by smoke. This speaks of the role reversal that is about to take place between the races of the boy and the girl. It warns us that there is going to be meeting and it won't be a particularly pleasant one. The title itself incurs thoughts of a romantic meeting, similar to the title of a Hollywood film. This gives the reader a clue that there is a sexual theme in this story.II)an initiation story1) Little red riding hood : journey/ hostile nature / sexual threat / big bad wolf Particular attention should be drawn to smells, they play vital role inthis story. e.g. the strong smell of old sweat burned at her nostrils, a filthy rag,a dusty green scent, he was clean, unhuman, the smell of him choked her.2) A regression process : turning into an idiot (absence of speech)3) Balance and imbalanceViolence is contained by fear.III) (south-african white) girl meets (black) boy : a tale of racial, spacial, sexual, social segregation :1) Irrational instinctive reaction on the girl's part2) Sense of place/displacement3) Fear of the UnknownThe story gets complicated with every minute, the heroine sees some red eyes, she does not knowwhether they belong to a dog or to a person. These red eyes evoke fear andsome interest, her hurt starts beating faster and faster. The author on purpose did not give any names because she wanted to generalize thatsituation and foreground some oppositions: white and black ( racial  context ), educated – uneducated, civilization – veld.

Question Response form Case Study Essay Example | Topics and Well Written Essays - 750 words

Question Response form Case Study - Essay Example Dick inherited problems at Modrow plant; he was not included in initial planning and spent a lot of time in getting up to speed. His friendly and easy going attitude was not appreciated in the English plant as well as the Modrow plant by Canadian workers, as his casual strolls were considered as suspicious and steadily his stature and authority as a plant manager was undermined by the workers. The limitations he had as a leader was his inability to understand accounting practices and delegating tasks to his sub-ordinates, as a result he started taking interest in minor or unimportant issues of the plant. This micro management kept him away from core issues rising from expansion and modernization of the plant. His attempts to gain insights by spending time in manufacturing area were not ideal and a trusting behavior towards middle management should have brought better results in implementing the changes he wanted. He was not furnished by the relevant information by middle management a s they had doubts about his abilities as a leader additionally his obsession for gaining insight from workers left the middle management with lack of trust in him. In order for a successful change to come whether it is cost saving initiative, modernization or expansion Dick should have paid attention to more strategic issues of the time and used his time for inculcating trust within management, there are many leaders who lack the technical knowledge or experience but they achieve results by leaving the technical aspects of the work to technical staff communicating with their line managers and not seeing everything as a potential for cost saving initiatives. A gradual or incremental change would have helped Dick in first normalizing the situation due to his appointment ahead of local operating staff, gain trust of managers by staying away from the workers followed by understanding the modernization and expansion challenges. This change is suggested keeping the personality of Dick in consideration, consequently an authoritative leader would have opted for a rapid change while resisting forces would have been removed or sidelined. Dick was not authoritative and it was sheer nuisance that made him show anger towards the foremen, the strategic change approach best for him was the above said incremental one with less suspicion and exploration towards prevailing methods used by workers (Daft, 2010). Question 2. The change or improvement measure proposed by Dick to the foremen was justified and could have saved costs, what Dick missed in bringing this change was the consideration of issues faced by workers and how they wanted to work. The reason foremen disagreed with him was due to his lack of trust in him as a leader, alternatively Dick should have requested the siding manager to implement the new method of scrapping. Dick did not follow the chain of command nor did he uphold his stature as a plant manager, as a result he was ignored by the foremen and the workers a like. Change is always faced by resistance; this resistance comes from confusion or the need to continue status quo hence such resisting elements should be dealt by the managers by addressing concerns of the workers and explaining value addition to them and to the organization. Even though Dick’s intentions were good but his approach led to the

Guerilla marketing technics Essay Example | Topics and Well Written Essays - 2500 words

Guerilla marketing technics - Essay Example The concept of Trust has widely emerged; however, this has inclined branding associations to becoming a central to competition. Modern contemporary marketing technology has been its focus upon the creation of differentiated brands. Brand image according to Hagel & Armstrong (1997) is seen as a means of aiding a consumer in the categorization of product offerings. It has also been argued that a number of elements of the brand have facilitated consumer's access to brand value as a route to categorization. De Cheratony & Dall' Olmo Riley (1998). Brand comprises meanings drawn from two distinct sources namely brand identity as coined and communicated by the brand engineer and concurrently brand meanings from the consumers point of view. In a nutshell branding could be viewed as the spectrum continuum of consumerisation that begins from the primitive selling focus of a commodity market, until it finally develops into the concept of brands as competition heightens With further intensification of competition, classic branding has emerged as brands have developed personalities. Post-modern marketing brings with it socially constructed brand meanings and increasingly cynical consumers who construct their own brand identities. ... derable evidence that, ontologically speaking, brands exist whatever definition of the brand is developed or chosen, and regardless of whether it is in a physical or virtual environment. Consequently, Trust can be defined as "the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trust or, irrespective of the ability to monitor or control that other party". The rapid development of e-commerce in last decade has envisioned and expanded the trust research in the context of e-commerce. More specifically, researchers found trust very important, especially, in the relationships between consumers and e-vendors (Ratnasingham 1998; Merrilees & Frye 2003). Thus several concepts of consumer's trust in e-commerce have been introduced during the decade (Tan & Thoen 2000-2001; Lee & Turban 2001; McKnight et al. 2002; Gefen et al. 2003; Tan & Sutherland 2004; Kim et al. 2005). According to these formulations and earlier research, three major elements of e-trust can be identified. These are inter-personal, institutional, and dispositional trust. Next, all these three elements are discussed in detail. Interpersonal trust means individual's trust toward another specific party or the trustworthiness of the third party Tan & Sutherland (2004). More specifically, the concept of interpersonal trust in e-commerce stresses consumer's trust toward e-vendor The concept of consumer trust in e-commerce Trust is a widely studied phenomenon across disciplines. Traditionally, researchers in the fields of psychology, sociology, social psychology, economics, and marketing have been interested in trust as an important factor affecting human behavior and relationships between different

Research Paper of the Research Proposal that I give you

Of the Proposal that I give you - Research Paper Example Nok sculptures also show animals and humans. Their purpose is yet unknown, because scientific fieldwork is still not available. Essentially, the terracotta is preserved in the variety of littered pieces. That is why Nok art is famous presently just for the heads, both male and female, whose hairstyles are especially comprehensive and advanced. The sculptures are in remains since the discoveries are normally made from alluvial mud, in landscape made by the attrition of water. The terracotta sculptures established there are secreted, rolled, polished and fragmented. Hardly are the works of great size preserved intact making the, exceedingly prized on the global art market. The terracotta figurines are hallow, coil produced, almost life sized human heads and torso shown with exceedingly stylized aspects, adequate jewellery, and different stances. Numerous artifacts have been established depicting an assortment of physical ailments, including incapacitating illness and facial paralysis. The Nok culture of central Nigeria is famous for its terracotta sculptures and denotes the first sculptural in Sub-Saharan Africa. In addition, Nok plays a well know functions in the appearance of iron technology, offering some of the most primitive proof of iron smelting in West Africa about 500 BC as illustrated by excavations in Taruga. In comparison to its scientific significance, Nok remained a mystery for a long time, since few archaeological fieldwork has been committed to the Nok culture, and previously, little less is known about the creators of those remarkable works of art. In reality, Taruga is better described as an iron-smelting site, as huge figure of iron-smelting furnaces have been revealed but no abode has been found with surety. Test excavations have been conducted, which have long established. The position of many iron-smelting furnaces, some of which have been excavated have been found. It has also proved likely, as a consequent of the work at Taruga, to acquire a clearer perception of the pottery connected with the sculptures than has until now been likely from the alluvial sites. No particular stone tools have been identified at Taruga, so that there in any case it appears the Nok culture was totally iron-using. The iron smelting furnaces at Taruga are at the time the most primitive known in sub-Saharan Africa. The only location where a fulfilling interface has been discovered between a pre-metal and a metal using phase of technology is at Daima. In the farthest north-eastern horizon of Nigeria (Fagg 41-50). In 1943, an archeologist based in the United Kingdom Bernard Fagg, traveled across central Nigeria looking for artifacts of any known ancient African civilization, and collected virtually 200 terracottas through buying, persuasion, and his own excavations. Soil examination from the sites where the artifacts were discovered dated them about 500 B.C. This appeared unlikely since the form of advanced communities that would have created such works were not thought to have existed in West Africa that early. However, when Fagg subjected plant content identified embedded in the terracotta to the then new method of radiocarbon dating, the dates varied from 440 B.C. to A.D. On the other hand, a scarecrow head was excavated and dated to about 500 B.C. utilizing a procedure known as thermoluminescence that measures the time since baked clay was fired. Taruga

Management of Employee Relations Essay Example | Topics and Well Written Essays - 2250 words

Management of Employee Relations - Essay Example In this globalised world, an economic problem in one country will not get restricted to that country but gets spread to other countries. This is what happening today, with the economic recession starting in the USA, is having a very negative effect all over the world. The economies of most of the countries in the world are directly and indirectly dependent on the U.S.’s economy and with liberalization happening everywhere, the negative effects in the USA will be felt everywhere, with businesses worldwide facing the negative impact. Many companies are suffering losses and as a result of it several companies are opting for retrenchment strategy. Cost cutting would have to eventually result in job cutting. Layoffs have become a common thing these days with companies. Fewer job requirements and constant layoffs irrespective of the sector made employers to be choosy about the kind of employees they want and more dominant in deciding the compensation package for them. Many reputed organizations have quietly cut the salaries and other fringe benefits to their employees. Employees are forced to take it, as they don’t have any option although it will have a negative impact. People are the most valuable asset of any organization, and as many have found to their peril, exaggerated redundancy of staff or the mismanagement of people leads to certain disaster. Managers have upper hand these days and really have become dominant. Instead of thinking about how to optimize productivity and overcome financial problems, ma nagers look at the easy way out.

Summarize chopin's The Story Of An Hour Essay Example | Topics and Well Written Essays - 250 words

Summarize chopin's The Story Of An Hour - Essay Example On the list of people who were killed in the accident, he saw Brently Mallard, Mrs. Mallard’s husband. He went to the house to tell her. Although Josephine and Richard’s feared that the news would kill Mrs. Mallard, the news made her happy. The more Mrs. Mallard thought about her husband being dead, the better she felt. She relished the idea and was getting used to it. Just as she was feeling free, she looked out her window and saw many images that were also a sign of freedom. For example, Mrs. Mallard observed the impending spring rain, the songs of the birds, and the blue sky. Mrs. Mallard was happy for the first time in her life. She would not be under the thumb of her husband anymore and she would be able to live as she wanted. â€Å"Free, Free, Free† (par. 10) she exclaims, as a rush of that freedom washed over her while she sat in the chair. She was giddy from the thought of this wonderful freedom. Mrs. Mallard felt so happy that she cried and laughed at th e same time. She, nor her family thought that perhaps Mr. Mallard had not been on the train. When Mr. Mallard walks through the door, as though nothing had happened, Mrs. Mallard felt a sudden sense of shock and disappointment. As a result, Mrs. Mallard’s heart gave out and she died of

Best Lesson Essay Example | Topics and Well Written Essays - 1000 words

Best Lesson - Essay Example An excellent model suchs as the CALLA model enables learners to approach instructional paradigms from a well-grounded and a critical standpoint. The strategy of teaching English as a Second Language for university students usually begin with a theoretical background that explains and justifies the premises of the instructional approaches to be presented. This practice helps the mastery of the important theories and helps acquire practical strategies for effective classroom teaching. The best lesson in the online module provide its learners with a principled set of instructional tools for teaching English to learners of English as a Second Language. I rated the CALLA Model of Ana Chamost and Michael O'Malley with a perfect grade of 10 out of 10 as the best lesson among the three lessons which were presented. The major reasons for this high rating are the CALLA Model considers the development of effective instructional skills for the teachers and it relies on a clear realization of the fundamental precepts that guide the teachers' prevailing beliefs and practices. In this model, the teachers take into account a variety of approaches, several underlying assumptions, and the specific practices that their teaching philosophy inspires. (Yates & Muchisky, 2003). The best lesson is that of the CALLA Model of Ana Chamot and Michael O'Malley which integrated grade level content, language and strategy instruction. The two researchers found that the group of ESLs identified by their teachers were very successful as they utilized a variety of strategies and were conscious as to the why to use, when to use, how to use and why the specific strategies were being used.This research led to the CALLA model or Cognitive Academic Language Learning Approach (Chamot and O'Malley, 1994) that integrates grade-level content, language, and strategy instruction. The three strategies included in the CALLA approach are metacognitive strategies, cognitive strategies, and social affective strategies. In this model, the students use the new information and skills they learn. The teaching and learning approaches encompass collaboration, inquiry, problem-solving and hands-on experience. These strategies are used by teachers when they predict, organize, evaluate, infer, question and summarize. The teachers of English learners need to be explicit in teaching these strategies. Students should be taught the declarative knowledge of the strategy. Then students should be given the strict procedural knowledge on how to use the strategy. Once the declarative and procedural knowledge are clear, students are then taught the conditional knowledge or when and why it would be appropriate to use the strategy. (Paris, Cross and Lipson, 1994).I gave the second lesson which is on interaction a grade of 8 out of a grade of perfect 10. I fully agree that interaction between students and teachers is necessary for English learners to help them develop their reading and speaking skill s for the language. However, I do understand that some English learners in developing countries may not have had the

Information Engineering Essay Example | Topics and Well Written Essays - 1000 words

Information Engineering - Essay Example cus, it was soon found out by the White brothers that they had a winning business formula and were able to expand their business through acquiring new premises at different locations in the United Kingdom. By the end of 2008, White & White Theatre Group became an established cinema group with five cinemas in London, two in Brighton, and one in Portsmouth. At present, White & White Theatre Group is one of the leading cinema groups in the United Kingdom. The time when the White brothers launched their first cinema at Great Portland Street, they did not feel any need of using information technology in their newly established business. As a result, all the management and operational tasks were carried out using manual systems. As the White brothers expanded their business by increasing the number of cinemas, they knew there was a need to improve reporting but considering the high profits in the eighties, they did not show enough enthusiasm to really address improvements. Each cinema was run as a separate small business, with the cinema site manager being responsible for all operations on their site. Tickets for each show were sold using ticket books. As a result of significant advancements in information technology and an increase in use of personal computers in the 1990’s, it became unavoidable for the White brothers to run their business using information technology. Electronic Cash Registers were launched in all cinemas in the nineties, and in the late nineties, personal computers were introduced for word processing and spreadsheets. The company also gained capability of internet presence but only for advertising purposes rather than tickets sales which were done through telephone or in person. With the rapid growth of competition from other cinema chains, especially from multiplex cinemas showing the similar types of films found in White & White Theater Group programmes, nowadays the profits are falling day by day. At present, the top management is deeply

Dreamliner 787 Case Essay Example for Free

Dreamliner 787 Case Essay Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few aircraft manufactures who sell large quantities to its buyers. With Boeings biggest competitor Airbus unable to compete with the Dreamliner product, Boeing has the chance to take over the market for commercial aircraft. The demand for the Dreamliner is derived demand. Due to customer demand for comfortable fair priced airline travel, the demand for the Dreamliner will increase. Customers demand comfort during air travel and the Boeing Airliner promises added luxuries that will increase customer purchases to those airlines with a Dreamliner aircraft. The chief project manager for the Boeing, Tim Cogan stated, Its not Just an evolutionary step it borders on revolutionary. This statement is supported by many industry insiders. Kotler Armstrong, 2010, p188) With such support, the emotions of the airline companies umped at the chance to place an order even with the understanding that the estimated time for delivery was at least 4 years and there was little research to support some of the added luxury amenities. What examples of the major types of buying situations do you see in the case? Discuss the implications of each in terms of marketing strategy? A new-task purchase is seen with the Dreamliner due to the fact that it is a new product being sold by Boeing. The buying team is comprised of numerous members and the team must decide on specifications regarding the product. The marketer (Boeing) tries to reach as many key buying influences as possible but also provides help and information. (Kotler Armstrong, 2010, pl 73) The amenities of the Dreamliner will assist the buying team in making a decision whether or not the Dreamliner would be a good investment for the company and if so, how many to order. A straight rebuy is also seen in this case. Boeing listed the airliner at a price of $162 million with few customizable options for its buyers. (i. e. seating arrangements). Many aircraft buyers may have already been customers f Boeing and are familiar with their business. A straight rebuy is defined by Kotler and Armstrong as the buyer reorders something without any modifications. Once the buyer purchases the aircraft the straight rebuy buying situation will result in a quicker sale with fewer individuals making a decision on options and product specifications. List the specific features of the Dreamliner. What customer benefits result from each? PASSENGER BENEFITS: 60% quieter than other planes in its class It is always nice to sleep on a plane however, when seated near the engine it is difficult to rest due to the noise. Many corporate travelers will enjoy this benefit with the late and early morning travel legs. With the added legroom there will no longer be a need to specifically sit in the isle and more options that will equal the comfort of isle seats will come available. Lighting that automatically adjusts to time zone shifts Changing time zones can be difficult for anyone Circadian rhythms, which are the internal clock we all have which tells us when we it is time for bed and when it is time to rise. These clocks are not easily adjusted when changing time zones. The Dreamliner will posse lighting that imulates sunrise and twilight which will assist its passengers adjust to the change in time zones. (Micke, 2010) Higher cabin pressure and humidity reducing common flying symptoms such as headaches, dry mouth, and fatigue. All of these symptoms are not what most passengers look forward to; knowing the Dreamliner decreases these symptoms will make it a preferred aircraft for many passengers. Large overhead storage bins It is always daunting not knowing if your carry on will fit into the overhead storage bins. We have all witnessed a passenger beating their luggage esperately hoping it will pop in before the flight attendant comes by to take it to be stored in the cargo area. 19 inch self-dimming windows This is a wonderful feature for those who prefer a window seat but have to fght the sunlight to enjoy their flight. Wireless internet and entertainment system many travelers use the internet to stay connected while away. This option will give business travelers the ability to complete business while on the road. Time sensitive information can be conducted in-flight and travel will no longer be a burden for business travelers. The non-business travel can stay connected with family and friends to inform of flight status and arrival time. Also, wireless access will assist the passenger with passing the time during air travel. AIRCRAFT BUYER BENEFITS: For the buyer of a Dreamliner Aircraft, the marketing aspect will be a breeze. Passengers are always looking for comfort when flying and this aircraft offers many luxury amenities. Airlines with a Dreamliner in their roster will have the ability to sell luxury air travel to its passengers without the luxury cost. The Dreamliner will offer a ighter aircraft resulting in less fuel needed for flights. This aircraft could replace outdated aircrafts that are no longer economically fit. The 787 will expand non-stop markets for its customers with a fuel range of 8,500 nautical miles and a maximum speed of Mach . 5. (Kotler Armstrong, 2010, p187) Also, the Dreamliner offers passenger capacity of 210 to 330 depending on seating arrangement ordered by the customer. With multiple configurations, the buyer of the aircraft has the option to decide what seating confguration would best meet their airline needs. For example, Southwest Airline only offers economy class, so they would order a Jetliner with one type of seating confguration. There is no need for Southwest to ord er a Jetliner with first or business class on a Dreamliner. Other airlines may find it necessary to order multiple aircrafts with different seating arrangement to best meet its marketing and customer needs. Discuss the customer buying process for a Boeing airplane. In what major ways does this process differ from the buying process a passenger might go through in choosing an airline? The buying process for an airline placing an order or a Dreamliner would first have to recognize a need for a new aircraft offering the retire due to age may look at the Dreamliner as good solution to add new innovative products to their fleet. Next the buyer would have to recognize the general specifications and quantity needed of an item. Here a buyer of the aircraft would consult engineers and technical personnel to discuss the options available on the Dreamliner Aircraft. For example, the technical staff should be consulted regarding the wireless entertainment system on a Dreamliner. The control tower may need odifications to ensure interference will not be an issue with this type of system. Product specifications needed to meet the airlines customer and marketing needs would have to be listed. In this process, the team decides on the best product characteristics and specifies them accordingly. (Kotler Armstrong, 2010, p177) As for the Dreamliner, the airline would specify the seat options available. For example, Southwest Airlines only offers economy seating for their passengers. If Southwest chooses to purchase a Dreamliner, they would specify one seating option or their aircraft. Once the order is placed for a Dreamliner, the buyer should conduct a performance review to ensure the product will be delivered on time and to ensure they are aware of any problems that may arise. At this stage of the buying process the buyer assesses the performance of the supplier and decides to continue, modify, or drop the arrangement. (Kotler Armstrong, 2010, p179) Most passengers choosing an airline are looking for the least expensive direct flight to their destination. The buying process for an airline ticket for a few hundred dollars is ess complex than that of purchasing an aircraft for over one hundred million dollars. Many travelers have a preferred airline and do not shop around for deals. They use the preferred airline and earn air miles towards free flights. As for me, I do not have a preferred airline, however I do enjoy Southwest because of first come first serve seating. Yet, most travelers will look at price first, direct flight possibilities, and airport location before booking a flight. There is little thought that goes into aircraft options when a ticket is purchased. What marketing recommendations would you make to McNerney as he continues to try to resolve the problems with the 787 Dreamliner program? McNerney needs to stay fully involved in the operations of the Dreamliner to ensure all suppliers and manufactures are completing production on time. Performance reviews of the suppliers must be taken seriously and the decision to drop or modify the arrangement must be made in a timely fashion. With 70 percent of the work being outsourced to dozens of partnering firms, he cannot be blinded by incomplete or inaccurate production. The longer it takes to assess the supplier performance the longer the delay in production and delivery will be for the Dreamliner.

Arsenic and Old Lace Essay Example for Free

Arsenic and Old Lace Essay The play opens in the living room of the Brewster home, where Abby and Martha Brewster, and their nephew, Teddy live. Teddy, who is rather crazy, believes himself to be Theodore Roosevelt. Mortimer enters and announces to his aunts that he intends to marry Elaine, the minister’s daughter, whom he is taking to a play that evening. Things begin to unravel as Mortimer lifts the lid to the window seat. He discovers the dead body of Mr. Hoskins and assumes that Teddy has killed him. However, Abby and Martha tell Mortimer that it was they who poisoned the man with their homemade elderberry wine and that he is the eleventh (or twelfth) gentleman they have poisoned. Meanwhile Teddy is down in the cellar digging what he believes is the Panama Canal but is in reality a grave. Mortimer and Teddys brother Jonathan arrives. Jonathan is accompanied by Dr. Einstein, a plastic surgeon. Dr. Einstein has operated on Jonathan so that he looks like Boris Karloff, the horror film star. Teddy invites Einstein to join him in the cellar, where he believes he is digging the Panama Canal. Einstein quickly returns and confides to Jonathan that there is a hole large enough to bury Mr. Spenalzo (a man Jonathan recently killed) after everyone goes to bed. Once the lights are out and everyone is supposedly asleep, Teddy goes to the window seat to get Mr. Hoskins. At the same time Jonathan and Einstein go to their car to get Mr. Spenalzo. Both plan on burying the bodies in the cellar. Lights blink on and off, bodies are moved from the window seat to the cellar to the car outside, accusations and threats fly back and forth. Due to the commotion at the house, Officer OHara stops by to make sure all is well. When he is sure that everything is alright, he shifts topics and asks Mortimer of a play he is writing. Just then, the lieutenant bursts in and recognizes Jonathan as an escapee from a prison for the criminally insane. Jonathan tells the officers about the bodies in the cellar, but they dont believe him and take him off to prison. Einstein gets away, and Teddy is certified insane and taken to the Happy Dale Sanitarium. Mortimer happily agrees when his aunts insist on going to Happy Dale with their nephew. The aunts then kindly inform Mortimer that he is actually not a member of the Brewster family. He was an illegitimate child and thus can marry Elaine without fear of passing the Brewster insanity on to his children. Mortimer happily departs, but before the women leave their house, they offer a drink to the head of Happy Dale, Mr. Witherspoon. Witherspoon is a lonely older gentleman, and he gladly accepts a glass of the spiked elderberry wine.

Management of Advertising Program

Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu Management of Advertising Program Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu