Website for Marketing Firm Research Proposal Example | Topics and Well Written Essays - 500 words

Website for Marketing Firm - Research Proposal Example Another advantage that online advertising has is its capability to reach a global audience at a fast rate. This enables extensive exposure of the products, brands or services being advertised, resulting to a high success rate (Online Advertising - Advantages and disadvantages 2005). With these facts, the creation of a website would definitely be a great help to promote a business at a very reasonable cost. Websites now reach a greater audience than the traditional advertising vehicles. Moreover, websites represent a kind of dynamism that makes the product or brand being advertised looking very competitive and updated. The purpose of this website is mainly to promote the Marketing Firm, its company profile and most importantly, its products and services to the market. It would be a user-friendly site, in which interested clients could browse through to search on needed information regarding their required service. It basically aims to capture its target market and eventually lead to sales.

Human Rights Essay Example for Free

Human Rights Essay Human rights and the concepts concerning the treatment of man have received much publicity since 1948 during the formulation of the Universal Declaration of Human Rights. Protection of human rights goes way back to the early society of humans and continues to evolve with time as a leading factor in revolution and politics of any given government (Symonides 2003 p. 15). Power limitation for most governors based on the concept of human rights, which provided the foundation for judgment of the rulers’ leadership standards. United States also adopted this concept in their Bill of Rights that later developed, and through stress put on the need for international rights for human beings, the Universal Declaration got formulated too( Maddex 2000 p. 60). Currently, the human rights concept closely relates to the political organization of a society and the relationship between the government and its people. This entails the right of the citizens’ participation in politics, freedom that people should be entitled to, responsibility of the government to the people and the preservation of the people’s human rights in the process of practicing contemporary politics. Governments and states owe the people their prime dedication to maintaining and protecting the human rights; which involves their participation, recognition and expansion of the basic rights of people without necessarily infringing on meeting their basic needs. In order for a state to ascertain success in practicing contemporary politics, they need to strategize on the importance of maintaining the human rights of the people in the process of legitimizing their power and command for obedience. This paper aims to analyze the depth of concern that maintenance of human rights should receive in relation to practicing contemporary politics. The international body’s concern on rights issues dwells entirely on the policies that countries develop, their politics and the respect they maintain in regards to the rights of human beings. For instance during the end of antagonism in the East-West the United Nations strengthened their policies and stand on protecting human rights (Eade Williams 1995 p. 3). In their view of politics, in the contemporary world, they formulated ways to protect such rights; such as offering humanitarian assistance to governing bodies, team inspections in relation to weapon destruction and an effort to fight for the internally displaced citizens. The four duty levels of a state in politics require that they respect the rights regime by protecting, respecting and meeting the rights of the people. Therefore in order to achieve this fundamental objective and obligation to the people, the state needs to resist in interfering with the people’s rights, respect them, allow the freedom of sharing resources, taking part in political action and participating in political autonomy, as well. In respect to the rights of the people, the view on socio-economic rights comes into play because for the political government to be able to dispose the resources equally and satisfy the peoples needs; they face an obligation to respect the people’s rights to free utilization of resources. Regarding a collective group, let’s say the family, an association the governing bodies and the contemporary political leaders need to respect the resources belonging to these groups in relation to their rights to the use of basic resources to satisfy their needs; this is what strengthens the human relations arm of politics in any governing state (Eade Williams 1995 p. 42). Additionally, in an effort to increase and enhance machinery for rights actualization the state has to ensure they meet their obligation in committing to protect the rights of the people. In contemporary politics, the state has to make sure they put measures in place to protect the rights of the people against political, social or economical interference to avoid cases of political wrangles and conflict between the citizens and the arm of the government. This tertiary duty practicality involves establishing and maintaining a legal framework; by effectively implementing laws and regulations that would give the common man avenues to realize and enjoy their freedom and rights. On the hand, human rights form the pivot of moral doctrine that gives political order to the contemporary practice of politics. Hence the observation of human rights in reference to the international bill of rights determine the direction, scope and content usable in contemporary politics in relation to the moral norms of the people. Maintaining this moral doctrine of the rights of human beings in contemporary politics requires the application of convention measures issued in the Universal Declaration of Human Rights to rights of the people to quality health care and fair, legal attention; with the aim of improving lives. While the safest way to secure favourable conditions necessary for people to live exemplary lives still stands out as human rights activism; the public authorities remain best suited to secure those conditions for the people (Carey, Gibney Poe 2010 p. 32). Therefore, the much needed importance placed on maintaining the doctrine of human rights by most national institutions and international politics; in an effort to primarily avoiding interfering with the interests of the people. Moreover, the human rights doctrine in contemporary politics contributes to the ideological and geo-political order with a clear framework defining the basis of social, political and economic conditions required to lead better lives. Thus, the importance of practically monitoring and maintaining human rights through legal recognition and validation of the doctrine. Additionally, the human rights moral justification defines the sovereignty considerations made by a nation. Since human rights direct the legitimate criteria to be followed by individual nations, any appeals made by through politics should not by any means otherwise deter the nation-states from committing fully to maintaining the basic human rights. Thus, the human rights doctrine should be highly maintained because this determines the effective way of evaluating the contemporary legitimacy of the national and international political authorities (Shawki Cox 2009 p. 36). Another subject to consider in justifying the importance of maintaining human rights in contemporary politics cuts across the identity role it plays in a community of people. Human rights define the political identity of people living in a certain community; therefore any the political authorities need to be more careful in handling matters bearing the interest of the rights of a people because, in turn this reflects on their moral jurisdiction and legitimacy of order over a sovereign state (Shawki Cox 2009 p. 0). The morality of logic and justification of the individual rights and the community as a whole adds more weight to the extent of attention paid in maintaining human rights. Authorities in the contemporary politics have an understanding that human rights imposes positively to their control of power and effectiveness in law implementation; hence most of the leaders should formulate legislative laws that grant the people the freedom and the right to universal vision and contri bution in political issues. Also, in an effort to legitimize authority in current politics, the state will have to stand up and defend the universality and morals of human rights; indicating that their political concern is not entirely based on position and power, but emanates from their primary concern to retain the dignity and rights of the human beings. Considering the legislative role that humanity assumes in politics, the authorities should embrace the concept of human rights doctrine and pursue to promote high maintenance of human rights; to present the people with better living conditions. This is because human rights initiate the orientation and demand certain goods that lack political justification hence guiding the actions undertaken in contemporary politics. Furthermore in the past, human rights took the leading role in revolution activism; the same case applies to contemporary politics whereby the positive the authorities influence put on maintaining human rights the faster they will be able to expand their democratic control and command audience of the people. Therefore, since democracy in politics and human rights directly relate, democratizing the lives of the people and establishing lasting protective measures would go into creating political order and eliminating the ambiguity that politics has on the identity of humans (Neocleous 2006 p. 135). Alternatively, obligation to establishing and maintaining human rights should be emphasized, not just as for upholding the values of the society and mankind but leaders in the contemporary political world need to view human rights as political so that they will continue to defend and formulate new ones in favour of the people they govern. Satisfaction of the people through human rights- oriented politics involves the authorities appreciating the diversity of the peoples culture, understand people’s views, realize the other value of an individual apart from political persuasion and commit to the democracy of the community; allowing them to contribute to the overall contest for political power(Nash 2010 p. 53). The best response and support showed by the people to their political leaders emerges from their willingness to evaluate their own values, their role in the community, listen to the plight of the people, exclude favouritism and exploitation in their political hierarchy and utilize their personal privileges’ in power to improve the lives of the people. This practically justifies how deep the importance of human rights relates to contemporary politics; and so the need to deduce stringent policies that govern the authorities in dispersing their duties in the political setting. The Human Rights council and the International Criminal Court fall under the few international bodies established to direct and penalize the actions of contemporary political leaders; in an effort to maintain the rights of humans. Abuse of human rights results to tension between the authorities and the people; further disrupting the already acknowledge international rights and laws governing the same hence political instability (Baehr 1994 p. 60). Consequently the probing of the ICC, leads to positive change in the doctrine of human rights as the government and political body abusing the rights of man face tough penalties. Despite these changes emanating from negative political conduct, many ascertain their success and relevance in ensuring that peoples protection from greedy and selfish governance; thus ICC has gone further to increase the penalties tied to the practice of politics in the contemporary setting to reduce the political crime against humanity and the common cases of genocide. Despite the cry, for better leadership authorities through contemporary politics continue to violate the rights of humans; leaving humanity the remedy to seal the gap between the political reality and the democracy of a secure future for the people. Addressing the depth of this issue reflecting back to the controversies in United States of the Abu Ghraib Prison and The Guantanamo Bay prisoners (Johari 1991 p. 26); there’s need to address the relevant problems surrounding the fight for human rights and public display of political awareness through varied avenues like websites. Moreover, the common man can initiate the activism to retain the rights of humans through the family unit and the community which ultimately give rise to the leaders in the contemporary world. Direct campaigns on equality and importance of human rights need more boost in creating educative awareness and affirmative action; guiding the conduct of authorities in the modern world politics in relation to protecting the interests of the common helpless man. Since poor humanity directly reflects on global change, there’s need to cultivate the spirit of togetherness between the community and the political structures present in order to improve the living conditions of people and the growing generation(Symonides 2003 p. 8). Other motivating factors that push for the maintenance of human rights arise from the fear of denial from existence. The denial of human rights supports brutality in the regime of contemporary politics, therefore, to counteract this fear from becoming reality there should be incorporation of human rights policies in political debates; in the contemporary politics paired with their respective penalties in case of violation (Baehr 1994 p. 6). Political lea ders in contemporary politics continue to source out dubious avenues to evade observing such rights hence the need for the United Nations Program on human rights to effect change in contemporary politics through legitimate arguments and conferences with the relevant political bodies, humanitarian representatives and authorities. Conclusively, without pressure on appeals made to effect and maintain human rights, authorities, in the democratic political world, would continue to argue and ignore the desirable quality of human existence. Subsequently freedom and equality in terms of speech and sharing of resources respectively, would become less meaningful in comparison to the benefits that human rights induces in politics; hence instead of politics contributing to nation building the result would only push for the eradication of human existence. Therefore, despite the efforts made by international bodies to promote and maintain human rights, the common man also needs to start human rights activism from the grass root level to merge the two(the family or community with the political unit). This will go into fostering a positive political weather and educative awareness of self protection against abuse (Steiner Alston 2000 p. 55); that ultimately sums up to the minimum efforts towards maintaining human rights to sustain humanity.

Analysis Of RSA Algorithm Communications Essay

Analysis Of RSA Algorithm Communications Essay To protect and hide data from malicious attacker and irrelevant public is the fundamental necessity of a security system. So for this reason for hiding data many cryptographic primitives like symmetric and asymmetric cryptography, digital signatures, hash functions etc. The symmetric cryptography consists of same key for encrypting and also for decrypting the data. Where as asymmetric cryptography takes advantage of a pair of keys to encrypt and decrypt the message. These keys are public key and a private key. The key which is distributed to other and which is publicly known is known as a public key and the key which is kept secret is known as private key. These two keys are needed simultaneously both for encrypting and decrypting the data. Public key will encrypt the data where as private key is used to decrypt the data. Asymmetric cryptographic should satisfy following properties. They are: Key generation process must be computationally efficient. By using the public key of the receiver the sender must be able to process the cipher text for any given message. By using the private key the decryption of cipher text into plain text should be done by the receiver. It will be impossible to compute like encrypt or decrypt the data without either of the key. RSA was designed by Ronald Rivest, Adi Shamir, and Len Adleman. It is an asymmetric cryptographic technology. As in asymmetric cryptographic encryption the public key is known by everyone where as the private key is kept undisclosed. For decryption of data which is encrypted with the public key, private key must only be used. Integers between 0 to n-1 where n is the modulus are taken as cipher and plain text. This n is generally 1024 bits. But the suggested length of n is 2048 bits instead of 1024 bits because it is no longer secure. Algorithm of Key generation: The following steps describe how a set of keys are generated. Two different prime numbers are selected which are not equal. Say p and q. this numbers are of same bit length. Determine modulus n where n=p.q Process or calculate à Ã¢â‚¬  (pq) =(pà ¢Ã‹â€ Ã¢â‚¬â„¢1)(qà ¢Ã‹â€ Ã¢â‚¬â„¢1). Here à Ã¢â‚¬   is totient. Select an integer which is public exponent e, such that 1 Calculate d. This can be calculated by using modular arithmetic. This should satisfy de=1. Now this ed-1 should be evenly divided by (p-1)(q-1) . Here (n,e) is the public key which is used for encryption and (n,d) is a private key which is used for decryption. Encryption: The following steps describe the how encryption is done in RSA algorithm. It is illustrated with an example where in two imaginary characters are described Alice and Bob. As we know that public key is (n,e) this is transmitted by Alice to Bob by keeping her private key secret. A message say M is wished by Bob to send to Alice. Before sending the message M it is converted into an integer 0 Get the public key which is (n,e) Plain text integer is represented by m. Calculate cipher text as shown c=me Cipher text c is send to the receiver. Decryption: Now when Alice receives the message sent by Bob, she regains the original message m from cipher text c by utilizing her private key exponent d. this can be done by cd=m (mod n). Now she can recover M once she regains m by using Padding scheme. This is shown as cd = (me)d = med (mod n). Since , med = m1+kq(n) =m(mq(n))k =m (mod n) . By this we get the original message back. This can be shown in following steps. Private key (n,d) is used by receiver to calculate m=cd mod n. The plaintext m is extracted. Computational issues of RSA: Selection of the two prime numbers p q: In the very first step p is selected from a set of random number. After this it is ensured that p is odd by setting its highest and lowest bit. Finally p is made prime by applying a Miller Rabin algorithm. Choosing the value of e: By choosing a prime number for e, the mathematical equation can be satisfied. That is gcd(e,p-1) = q. Among these three numbers which are 3, 17 and 65537 e is chosen for fast modular exponentiation. Calculating the value d: It is determined by Extended Euclidean Algorithm which is equivalent to d = e-1 (mod q(n)). Modular exponentiation algorithm: This step of RSA is calculated by following mathematical equation: AB mod n = ( Security of RSA: RSA cryptosystems security system is not so perfect. Many attacks are present like Brute Force attack, Timing Attack, chosen Ciphertext attack and Mathematical attack are some prominent attack. Brute Force Attack: In this attack the attacker finds all possible way of combinations to break the private key. If the length of the key is long then it will be difficult for Brute force attackers to break the key as the possible combinations will exponentially increases rather then linearly. RSA uses a short secret key to avoid the long computations for encrypting and decrypting the data. If the key is long the process will become little slow because of these computations. Since RSA uses a short secret key Bute Force attack can easily break the key and hence make the system insecure. Mathematical Attacks: Since RSA algorithm is mathematical, the most prominent attack against RSA is Mathematical Attack. In the following way an attacker can attack the mathematical properties of RSA algorithm. * By finding out the values of p and q which are prime factors of modulus n, the à Ã¢â‚¬  (n)= (p-1)(q-1) can be found out. By finding out this it will be easy to find d = e-1(mod à Ã¢â‚¬   (n)). d = e-1(mod à Ã¢â‚¬   (n)). Can be directly calculated by determining the value of totient à Ã¢â‚¬  (n) without figuring the values of p and q. d can be figured out directly without first calculating the à Ã¢â‚¬  (n). This attack can be circumvented by using long length of key. By doing this it would be difficult to find out prime factors. That is the reason why it was recommended to use size of modulus as 2048 bits. Timing Attack: one of the side channel attack is timing attack in which attackers calculate the time variation for implementation. Attackers can easily determine d by calculating the time variations that take place for computation of Cd (mod n) for a given cipher text C. Many countermeasures are developed against such timing attacks. Following explains the way which this attack can be counteracted: If the time for all computations is made constant this attack can be counteracted but the problem in doing this is it can degrade the computational efficiency. By artificially showing noise to the attacker which can be produced by including a random delay to the exponentiation algorithm. This noise is virtual but appears real to the attacker. If we multiply a random number to the cipher text it will prevent the attacker from bit by bit scrutiny. Chosen Ciphertext Attack: RSA is susceptible to chosen cipher text attack due to mathematical property me1me2 = (m1m2)e (mod n) product of two plain text which is resultant of product of two cipher text. For example c = me (mod n) which is cipher text is decrypted in following steps: Calculate x = (c x 2e) mod n. Receive y = xd (mod n) by submitting x as a chosen cipher text. Multiplicative property is then applied which is: x = (c mod n) x (2c mod n) = (mc mod n ) x (2c mod n) = (2m)c mod n. By this attacker can calculate m by using y = (2m). By padding the plain text at the implementation level this restraint can be easily solved. Several versions of RSA cryptography standard are been implemented. PKCS Public Key Cryptography standards are latest version. The previous version was proven to be porn to Adaptive Chosen Ciphertext attack (CCA2). This adaptive chosen cipher text can be prevented by latest version which is Optimal Asymmetric Encryption Padding (OAEP). Bellare and Rogway introduced this OAEP. To process the plain text before encryption the OAEP uses a pair of casual oracles G and H which is Feistel network. Following two goals are satisfied by OAEP. OAEP PADDING PROCEDURE Due to addition of random numbers the probabilistic scheme are being replaced instead of the deterministic encryption scheme. If the attacker is unable to invert the trapdoor one way permutation then the partial decryption of the cipher text is prevented.

Is He or isnt She - Original Writing :: Papers

Is He or isn't She - Original Writing I reach my destination, not really convinced how I should feel, or what I should anticipate! A mid terraced house, unsure of the area, but seems calm. A cold October evening, 5 pm and already the streets are dimly lit, a clear sky above, evidently displaying the dazzling stars that gleam beyond. I approach the house to a very inviting welcome, are they really friendly people or do they not get many visitors? I make my way to the lounge and take a seat, a small table in the corner draped in a lace cloth, a bookshelf that covers one entire wall and bursting to the brim with books. I'm immediately offered refreshments before given the chance to proceed with the interview, "A cup of tea would be great, thanks". Where do I start? A very complicated person, whose life is full of twists and turns. Kris, 5ft 8in tall, medium built with shoulder length hair, the kind of hair I would describe a 60's rock star to have, like Mick Jagger's, the rough and ready look. Born in London, but you wouldn't know by her accent, she has more of a neutral tone. She grew up with the feeling of not belonging! It all started when schooling began, nursery then infants. She just didn't fit in and her parents didn't know what to do. "Send her off to boarding school, that'll change things." I sit there, listening to every word that is spoken to me. She's obviously very wounded and distraught by the whole circumstances, as her parents were going through a divorce at this time, but did her mother really feel that this would be the best option, or was it that she didn't know what else to do, maybe she needed to escape? She sits opposite me, fidgeting, almost non-stop, legs crossed to one side and then instantaneously switching over to the other, arms folded, and the only time they unfolded is to remove the hair in her eyes, or to twiddle uncontrollably with her fingers.

Jeanne Lewis at Steples

Harvard Business School 9-400-065 Rev. July 24, 2000 Jeanne Lewis at Staples, Inc. (A) (Abridged) op YO INC Six months from now, on February 1, 1998, Jeanne Lewis (HBS '92) would become the senior vice president of marketing at Staples, Inc. (Staples), a nationwide office supplies superstore. After 10 months working side by side with Todd Krasnow, the current executive vice president of marketing, Lewis was becoming familiar with the department. Her initial assessment led her to wonder if the department's operating style was suited to evolving competitive realities.As KrasnoWs heir apparent, Lewis anted to be involved in shaping the department's priorities for the upcoming year. The strategic planning process traditionally began around this time in August, and Lewis wondered if the time to start taking action had arrived. Thus far, 1997 had been a trying year for the company: the Federal Trade Commission had challenged Staples' proposed merger with Office Depot, and the two companies had recently abandoned 10 months of merger efforts.At that time, Chairman and CEO Tom Stemberg reaffirmed his commitment that Staples would grow from a $5 billion company to a $10 billion company by the turn of the century. Staples not only had to grow bigger, it also had to grow better, as analysts had become accustomed to the company's 14 consecutive quarters of earnings-per-share growth in excess of 30%. The theme of the upcoming year was twofold: strong growth and more effective execution. c Lewis believed that Stembergs pronouncement to look for the â€Å"silver lining† in the failed merger and to take to heart the lessons of the merger could serve as a call to action for the marketing department. Marketing, which served as both an architect and driver of the brand, would play a critical role in Staples' continued success. Lewis knew that Staples could survive only if it was prepared to get rid of outmoded ideas and replace them with new ones†a philosophy shared b y Krasnow. But Lewis also knew that it could be trigntening to give up the ideas that nad made the company successful.Furthermore, the marketing staff was understandably apprehensive about KrasnoWs planned departure, and many were already mourning his loss. Lewis explained: No While the merger distractions were going on, things that maybe should have been dealt with, weren't. Now, I wanted to make it clear that a new person was coming on oard in this area, and fgure out how we could get back to business. We needed to refocus on building our business, because it was as competitive as ever, and we had lost a couple of beats in a few marketing areas while busy with the merger.We were at a turning point in the marketing department, as opposed to being long past it. Because of the confluence of external events as well as our own internal complexity, if we didn't change, then I was concerned it would start to show eventually in sales. Research Associate Jennifer M. Suesse prepared this ca se under the supervision of Professor Linda A. Hill as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. It is an abridged version of an earlier case, â€Å"Jeanne Lewis at Staples, Inc. (A),† HBS No. 499-041, prepared by Research Associate Kristin C.Doughty under the supervision of Professor Linda A. Hill. Some names have been disguised. Copyright 2000 by the President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to http://www. hbsp. harvard. edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means†electronic, mechanical, photocopying, recording, or otherwise†without the permission of Harvard Business School. This document is authorized for use only by Harutyun Gevorgyan at HE OTHER until November 2014. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. 400-065 Lewis knew the marketing department's role in ensuring success was twofold: maintaining the delicate balance between meeting short-term financial objectives ith appropriate promotional tactics and building customer loyalty and retention witn an ettective marketing strategy; and investigating ways to leverage Staples' brand and broaden its franchise.She also had specific questions about some of the department's structures, systems, and staffing. She was eager to get started, but recognized the risks of doing too much, too fast: My style is that I want things to happen quickly. When I see things†either a new problem someone has never had to fgure out before, or where theyVe Just had a different sense of timing†I Jump in and say, â€Å"here's the way to do it,† and that makes hange happen quickly. But that could l imit my ability to work across and with the organization.I could end up spending too much time managing down and not enough time making broader, more expansive impact by managing across the organization as well. Staples' Background (1985-1991)1 In 1985, Tom Stemberg (HBS '73), known for his marketing sa'. n. y and innovations in the staid supermarket industry (as vice president of sales at Star Market, and president of First National Supermarket), pioneered the concept of the office supplies superstore. A â€Å"Toys ‘R' Us† of office supplies, â€Å"Staples, the Office Superstore† would provide completeness, convenience, informed assistance as well as attractive prices†¦ overing everything from coffee to computer software† for the small-business customer. 2 Initial customer research indicated that most small businesses did not track their total expenditures for office products closely, nor were they aware that they were paying on average 40% more for t hem than large corporations. To communicate the savings and increased convenience of its new way of procuring office supplies, Staples' management was prepared to invest heavily in marketing. Staples' message would emphasize discounts and convenience, leaving customers free from the hassles† of dealing with long lines, order forms, and multiple suppliers.For the pivotal role of director of marketing, Stemberg hired Todd Krasnow, a 28-year- old HBS graduate who had worked in marketing at Star Market with Stembergs new VP of operations. In the early days, Stembergs team of five (himself, Krasnow, CFO, VP of operations, VP of merchandising) each had their own primary spheres of responsibility, but they all worked very closely together, doing whatever it took to get the Job done. They began the mornings with a 7:00 0'clock meeting, reconvened for a orking lunch, and generally worked through the evening until 10:00 0'clock.

The eNotes Blog Ruh Roh, JK Rowling Upsets Middle England and SikhCommunity

Ruh Roh, JK Rowling Upsets Middle England and SikhCommunity It seems that when beloved Harry Potter author JK Rowling departed Hogwarts with her latest novel, she strayed a little far from her adoring public, too. The new book, A Casual Vacancy, has been published for all of a week and is already shrouded in controversy. Though it  was never intended to be for a young audience, its mature content was the first apparent no-no that sent some readers over the edge. Next, she offended her home county of Gloucestershire by depicting its inhabitants as snobby bigots.  Now, the author battles allegations that her novel is offensive to Sikhs, and may actually face a nation-wide ban in India. Deary me. Before were all caught up in the sensationalism of these allegations, here are the straight facts of the book: 1. This is NOT Harry Potter and the Casual Vacancy, people. Anyone expecting this book to be a follow-up to the Harry Potter series, or even in the same vein, has quite the shock coming. Clearly, when she wrote The Casual Vacancy Rowling was looking to her next project as a departure from the world of fantasy that she dwelt in before. I think I would be too if I had been writing in the same world for nearly two decades. She has been quite clear from the start that this is not one for the kiddies. Unfortunately, the writer will have a hard time shaking the identity associated with her name, as parents now have the tough task of explaining to their kids that they cant read the latest Jo Rowling creation. For one thing, her self-described rural comedy of manners has some quite mature content. While the most deplorable word uttered in Harry Potter was b****, in this one Rowling gets a little more, um, creative In fact, some of the scenarios and colorful vocab seem to have been heightened by the sheer fact that Rowling couldnt write them in her first seven published novels. She explains her need to write the rude bits in an interview with The New Yorker: She was ready for a change of genre. â€Å"I had a lot of real-world material in me, believe you me,† Rowling said. â€Å"The thing about fantasy- there are certain things you just don’t do in fantasy. You don’t have sex near unicorns. It’s an ironclad rule. It’s tacky. Quite right. In any case, youve been forewarnedthis one is rated R. 2. This book should be placed under the Fiction section. Rowling comes from a small village in the English countryside called Tutshil. While she probably used the quaint Gloucestershire surroundings as inspiration for the backdrop of her story, I doubt the plot of a parish council election gone haywire is anything but the figment of her imagination. However, the books fictional town of Pagford, a hotbed of cruelty and snobbery,  has tongues wagging all over Middle England, saying Rowling has shed an unflattering light on her home county, probably for the novels  bleak subject matter, which includes child abuse, prostitution and drugs. Does nobody read that fine-print reminder that everything and everyone contained in the book is a work of fiction, and not based on facts or real people? I suppose that message flies out the window when your hometowns feelings are hurt. Still, this is a little blown out of proportion. 3. The characters thoughts do not reflect the authors. This goes for any book. One doesnt read American Psycho and assume Bret Easton Ellis shares the views of deranged serial killer Patrick Bateman. But for some reason, perhaps because of the grand scale that this novel has debuted on, readers are offended by the derogatory views expressed by a select group of unsavory characters in The Casual Vacancy. In particular, the language used in reference to an Indian girl in the novel has members of the Sikh community in an uproar. In the novel, Sukhvinder is a young Sikh girl who is bullied by some of her peers. In the dialogue (NOT in the third-person objective narration) she is meanly called the Great Hermaphrodite, a hairy man-woman, and finally mustachioed yet large-mammaried. Its these descriptions of her that out of context have Sikh spokesman Avtar Singh Makkar  calling for a widespread ban of the novel. Note: the important words to reiterate there are  out of context. From The Telegraph, Rowling has said she included Sukhvinder’s experiences as an example of â€Å"corrosive racism†. She has spoken of her admiration for the Sikh faith and said she was fascinated by a religion in which men and women are â€Å"explicitly described as equal in the holy book†. A spokesman for Hachette, Rowling’s publisher, said the remarks were made by a character bullying Sukhvinder. â€Å"It is quite clear in the text of the book that negative thoughts, actions and remarks made by a character, Fats, who is bullying Sukhvinder, are his alone. When described in the narrative voice, the depiction of Sukhvinder is quite different to this,† the spokesman said. However, Rowlings statement of defense may not be enough to prevent a country-wide boycott of The Casual Vacancy in India, if the members of the  Shiromani Gurdwara Parbandhak Committee deem it derogatory once theyve finished reading it.                                                                                          Ã‚   The whole controversy surrounding this novel has obviously been brought on by the massive expectations set for Rowling. She certainly wouldnt have had to face such scrutiny had this novel been published before her famed fantasy series. I cant help but think that its not really fair for her to be accused of such things; its as though everyone holds Rowling to a higher standard than other fiction writers. Is it possible for her to shake the Harry Potter image and create a new fan base? Mixed reviews for the content of the book aside, do you feel this criticism is warranted or not?

Chapter Summaries for CORN RAID by James Lincoln Collier

Chapter Summaries for CORN RAID by James Lincoln Collier Chapter 1About: Richard Meets the Indian BoyDetails:*Richard is working in the tobacco field when an Indian boy comes up and runs off with his hoe.*Richard chases after the Indian boy when he corners him and they get into a fight.*Laydon comes and breaks it up and takes the Indian boy named Weetoppin home with him.Point: Metal stuff was valuable in those days.Statement: I think Laydon will make Weetoppin work for him.Chapter 2About: Laydon Brings Home WeetoppinDetails:*They get home and they meet Susan.*Susan asks what happened and Richard tells her that he got in a fight with Weetoppin because he stole the hoe. Then Laydon asks her to make dinner.*At dinner, Laydon tells Weetoppin that he wants him to work for him, so they bargain and Weetoppin finally agrees to work for him for a knife, a blanket, a shirt, and some pants.the gang + Richard DawkinsPoint: Indians could live with English and English could live with Indians.Statement: I think Weetoppin will run away.Chapter 3About: Wee toppin Gets Used to English LifeDetails:*Weetoppin and Richard work in the field, and they start to get to know each other.*On Sunday, they go to church, but Weetoppin sleeps during most of it.*After church, Henry Spofford comes up and talks to them and notices Weetoppin.Point: Indians didn't like the English life, ways, or religion.Statement: Richard will look for his Indenture paper.Chapter 4About: Weetoppin is IndenturedDetails:*Weetoppin's father comes and talks to Weetoppin. Then he goes into Laydon's house and comes out with a blanket and hatchet. Laydon then explains that Weetoppin has been indentured.*Richard tries to talk Weetoppin into telling him what happened, but Weetoppin refuses. They go inside and Susan explains to...

critically consider whether evidence justifies a distiction between STM and LTM essays

critically consider whether evidence justifies a distiction between STM and LTM essays Critically consider whether evidence justifies Memory is a working process that enables us to learn and benefit from past experience. There are three stages of process, registration, storage and retrieval. Some Psychologists have undertaken research to show there is a distinction between STM and LTM. Atkinson and Shiffrin introduced the Multi Store Model that supports the fact that the STM and the LTM are different. The LTM is a permanent store while the STM is only temporary. The Multi Store Model proposes that information must pass through the sensory store and the short term store before it can be transferred into the long term store and become part of a long term memory. Atkinson and Shiffrin propose to transfer information form the STm to the LTM rehearsal must be undertaken. The evidence that supports the Multi Store Model includes two component tasks, coding and braindamaged patients. Two component tasks involves asking subjects to remember a list of words and asking them to repeat them using free recall. In conclusion to the experiment it showed that subjects recall items form the end of the list first and get more of these right, this is known as the regency effect which is connected to recall from the STM. The experiment also showed that items form the start of the list are recalled quite well but not as well as those at the end of this list. This is known as the Primacy effect which is connected to recall from the LTM. However the experiment showed that the words in the middle of the list were those that the subjects remembered least of. Many Psychologists own experiments and theories support the Atkinson and Shiffrins idea of rehearsing, including Brown and Peterson who carried out an experiment giving subjects sets of three consonants to remember. They found that if the subjects were allowed to rehearse, the experiment was easy, ...

Understanding consumer decision process Essay Example | Topics and Well Written Essays - 4000 words

Understanding consumer decision process - Essay Example In the market situation, interacting factors determines the movement of products and services. One important factor in the conceptualization and production of products and commodities is the target market. The consumers' reaction to products offered commands the possible success of certain products. Consumers utilize goods and services on a daily basis. In the present era wherein every product that a consumer can possibly need is available in the market, producers compete mainly on the quality of products and goods offered.The consumers mainly comprise the target market of goods and products produced in the market, thus, factors that affect their decision process with regards to the purchase of different products and services in the market is studied. The study of factors that contribute to the choice of consumers is an important field that can be explored. Every choice made by the buyers specifically the type of products to buy, the brand, the size and other specifications are affec ted by factors (Johnson, & Mullen, 1990, p.1). To be able to better demonstrate the behavior of the consumer with regards to the choices made in buying any goods in the market, a certain product is chosen and studied.Personal items such as pharmaceuticals, cosmetics and perfumes are items that are widely available in the market. Perfumes are products that are available in the market that are produced from the mixture of aromatics or chemical compounds with distinct smell. Through the history, the role of perfumes has evolved from being a fashion and luxury item to a personal necessity (The Columbia Encyclopedia, 2006). In a survey conducted products that are considered of personal necessity has an increasing trend with regards to sales in the market. Perfume and other cosmetic items comprise 10.84% of the sales for the second quarter of 2004 which is comparatively higher than the same period in 2003 (Instituto Brasileiro de Geografia e Statistica, 2004). One company that distributes perfumes in the market is the Ralph Lauren. The company was established in the 70's when Ralph Lauren himself started producing ties and men's wear and in 1971 started designing women's line. It was in the 1978 when Ralph Lauren produced the first line of fragrance and perfume collection. The collection started only from one kind of perfume for each gender (Ralph Lauren Media, 2006). Based on the 2005 report of the company, 9.4% of the total sales were derived from the line perfumes produced (Polo Ralph Lauren, 2006). The perfumes and fragrances are types of products that focus on different target markets. There are perfumes for both men and women and for any ages. Another type of customization with regards to these fragrances is the type of activities that the consumers are involved in. There is a product line that fits subdued activities such those consumers that wear perfumes when going to work. One product line targets the active individuals. This line is called the Ralph Lauren Polo Sports perfume which has two different variants, for men and for women. The target of this perfume line is the particular groups of individuals that are health conscious and either engaged in sports and other physical fitness activities. This group belongs to the population with age ranging from 20 years of age and with no upper limit that are fit and sporty individuals. These products were produced by RL in response to the 90's trend towards the development of a healthy and active lifestyle through sports and ex ercise enthusiasm (Ralph Lauren Media, 2006). The Consumer Behavior In the study of the marketability of any products, an important focus is given to the behavior of the consumers. The consumer behavior encompasses the practices involved in the sales of any products in the market. It is studied through the combined tools of different scientific fields such as sociology, psychology and other related fields that explore human behavior in the society

Strategies in Action,Implementing Strategies and Finance and Growth Assignment

Strategies in Action,Implementing Strategies and Finance and Growth Strategies - Assignment Example CLS is basically about cost-related efficiency. Thus scale economies play a very significant role here. Selling a standardized product at a lower price to a large segment of customers is the underlying principle of CLS (Pretorius, 2008). While Starbucks being a network of high street coffee shops meets some of these requirements, its inability to keep prices low has been attributed to rising costs. In fact with Shultz assuming duties as the Chairman of the company in 1987, things began to improve at Starbucks and the trend continued till 2000 when he became the President. n the first few years of the current decade Starbucks faced some of the worst problems. In the first place, prices began to rise much faster and bureaucratic bungling hampered progress on many fronts. The current developments show that rising demands by employees for higher salaries and the addition of frills such as flavors have been the main cause of rising costs. Porter’s Generic Strategy requires such costs to be brought under control so that scale related economies become positive by way of reduced average costs and mass sales. Right now, unfortunately, it seems neither is happening at Starbucks and most probably this is partially due to the economic downturn. Despite Shultz’ efforts to bring down costs by curtailing pay and extra benefits to staff, there is a sizeable rise in the paychecks and the company is losing on the competition front. The competitive cost advantage is often attributed to scale economies and at Starbucks, it did not happen as of late. Porter has mentioned two dimensions – strategic scope and strategic strength – as essential factors for CLS to be achieved. The rest of the original cube of 27 points is no more in vogue. However, his emphasis on product differentiation and cost efficiency matters here because Starbucks had a troubled past and is just now emergent from its troubles with Shultz at the helm again as the CEO.  Ã‚  

Health economics Charles e phelps,, Essay Example | Topics and Well Written Essays - 1250 words

Health economics Charles e phelps,, - Essay Example A risk premium is the average expected loss. Ua represents the utility function of an averse person showing the level of satisfaction at income level Ia. X is the risk premium. The graph above represents the levels of satisfaction of two individuals with different levels of income. Io is the expected value. From the graph, Ia is less than Io meaning that the averse person receive a low income and consequently has a utility level that is lower than the expected utility. In the expected benefit calculation, where â€Å"m† is the medical treatment, Pm is its price, f is the probability that an event will occur and C is the co-payment rate, why does it matter that M depends on C? This is because co-payment helps in the reduction of medical care consumption costs. Without copayment, an individual may not be able to access and afford medical treatment. Copayment is also important when it comes to covers relating to medical services since it helps an individual to prevent unwanted expenses. Therefore, when calculating an individual’s expected benefit, all expenses and benefits incurred or gained on medical services have to be considered. Copayment has to be considered since it covers an individual’s medical expenses and that is why M depends on C during calculation of expected benefit. This is the trend of individuals with risky lifestyles or jobs to acquire life insurance. It can make the insurance company face screening and signaling problems. Insurance is always more likely bought by individuals who are prone to higher risks than those with low risks. Insurance firms try to reduce the adverse selection problems of having those who insure big risk buying their product. They do this through adjusting prices and measuring risk. Consequently, life insurance firms need medical documents and will not give policies to individuals who have long term illness.

AVAYA Case Study (Marketing) Essay Example | Topics and Well Written Essays - 1000 words

AVAYA Case Study (Marketing) - Essay Example The firm faces competition from large global multinational firms and local regional service providers. The purpose of this paper is to analyze and formulate tactics and strategies to improve the marketing function at Ayala Corporation. Ayala has sever heal fundamental problems that are impeding the firm from achieving greater levels of growth. The company has several marketing and sales offices responsible for different strategic purposes. The decisional power is divided among too many places, a scenario that slows down the implementation process. Another problem is that the company separates marketing and sales considering them separate departments. This operating structure is inefficient because it creates inconsistencies in the approaches utilized to generate revenue. Sales generation is a task that should be handled by the marketing department and it should never have a separate leadership team responsible for its functionality. Ayala has to streamline its operation to integrate sales with the marketing department. The operation strategy of separating marketing and sales is risky because it can lead to internal disinformation, contrast philosophical approaches, and inconsistencies, and complications integratin g different sets of information packets. A new system that gives greater power over sales must be designed in a manner that the sales people are given the freedom to operate with autonomy to minimize the risk of conflict. A troublesome issue at Ayala is that the company utilizes a lot of indirect channels to generate sales. Indirect channels account for 53% of the company’s sales generation. The use of external channels undermines the ability of Ayala to implement its marketing campaigns effectively and to provide a level of customer service aligned with the company’s expectations. The strategy does have the advantage of lowering labor overhead, but it does not allow the firm to develop the abilities of its own

Organize a debate on the vietnam war, iraqi war or any controversial Essay

Organize a debate on the vietnam war, iraqi war or any controversial historical event that has taken place within 40years. Write - Essay Example Hussein did not comply with the inspection, prompting the United Nations to draft a resolution seeking for serious consequences if the Iraqi leader dismissed the UN Security Council’s strict inspection of the alleged dangerous weapons. Now, had Hussein not cultivated nuclear weapons, he could have freely let the team inspect and let his conscience be freed. If there were no impositions of serious actions towards terrorism, Iraqi people would still remain to witness a never-ending siege of terrorism, hiding behind Hussein’s dictatorship. Second justification, had the U.S. and its allies not launched the war, global security is at stake (Copson 4). The Al Qaeda terrorist organization has established connections with the radical leader, and the creation of nuclear weapons is a stepping stone to Iraq’s claiming to govern the world under his tutelage. The war was an indication, moreover, to other countries, which are cultivating destructive weapons to learn a lesson f rom the war in order for them to stop. For instance, Libyan dictator Gaddafi was reported to have ceased creating weapons of mass destruction upon knowing what happened to Saddam Hussein. Furthermore, Iraqis were freed from the regime of Saddam Hussein, which clearly would not happen if the United States remained relaxed. It is a concession that war yields damages, both life and property. However, it is also true that the clear and present danger posed by these weapons would turn out killing millions of people than one expected if there are no actions to stop violence and terrorism. Therefore, the war in Iraq in 2003 was worth it. Negative Side’s Justifications. It is ironic to talk peace while using violence to achieve it. This basic premise holds true to everyone, regardless of race, gender, religion and ideology. The 2003 Iraq war was an exaggerated action for an unproven claim that Iraq owns weapons of mass destructions (Prados and Ames par. 15), and posited questions to the real motive of the United States in waging the war; therefore, it is not worth it. First, the war killed, not just the alleged supporters of the terrorist organization Al Qaeda, but including children and civilian citizens. If Hussein’s body is highly important, then the United States should have launched a manhunt operation against him and his supporter so as to avoid collateral damages (Abrams and Gungwu 12). Secondly, the war was a burden to the fiduciary situation of the United States and to its allies. Curtis and Payne stated that while the world enjoyed Hussein’s loss, the cost of the war was â€Å"disproportionate† (45). Third justification, the motive of the United States was highly questionable. If the war was rested on the ground of justified reasons, there would be no other reason beyond the goal of global peace. The war was not a matter of â€Å"necessity,† but a â€Å"choice† (Harvey 1); therefore, it has clear motives. To name it explicitly, the oil reserves served as an indication of economic domination. Inasmuch as the pro-war were convinced of the presence of nuclear weapons, anti-war was also sure that the United States, under the cloak of salvaging Iraq from dictatorship, also eyed on the rich oil reserve of the country. Fourthly, the Iraqi people were now freed from one dictator, but the leadership was governed by people with vested interests. U.S. had various allies during the war, and it is highly anticipated that economic benefits of the war are likely

Metropolis Essay Example | Topics and Well Written Essays - 1750 words

Metropolis - Essay Example These slaves are depicted against the backdrop of the miserable life they lead which include tenement like homes; they work for over ten back-breaking hours nonstop. The star of the film, Freder, who is the son of Joh Frederson, the leader of Metropolis, is glaringly oblivious to the predicament of the workers or any element of their lives. Not until when a beautiful subterranean inhabitant known as Maria visits the Eternal Gardens, where Freder spends most of his time frolicking with numerous ladies, does he learn of their abject predicament. The group of small children who arrive along Maria from the laborers city below carry themselves with an air of sadness and despondency; they are hungry and appear absolutely wretched. In reality, their needy eyes apparently haunt Freder because it is something he has never seen amid the elite of the city who no less lead better lives (Bendel 12-14). When Freder follows Maria back to the underground depths of the city and witnesses a grueling accident in the machine halls where the worker toil in abject misery, the groveling scene haunts him much more. This, as a result, compels him to confront his father, but eventually, it downs upon him that the man loves and firmly believes that is appropriately right for men to live the way they do. Freder thinks for a while about the plight of the workers and decides do something about it. However, he is faced with inevitable challenge. Freder must first and foremost gather more information and trace Maria as well. With the assistance of Josaphat—Fredersen’s presently fired officer manager—he goes down the depths of the city and assumes the job of one of the workers with a view to locating Maria. For the moment, Fredersen is suddenly worried about the reverberations of discontent amid the workers and his son’s abrupt interest in their predicament. Fredersen is o verly determined to eliminate Maria’s influence on his son as well as the workers (Mark

AVAYA Case Study (Marketing) Essay Example | Topics and Well Written Essays - 1000 words

AVAYA Case Study (Marketing) - Essay Example The firm faces competition from large global multinational firms and local regional service providers. The purpose of this paper is to analyze and formulate tactics and strategies to improve the marketing function at Ayala Corporation. Ayala has sever heal fundamental problems that are impeding the firm from achieving greater levels of growth. The company has several marketing and sales offices responsible for different strategic purposes. The decisional power is divided among too many places, a scenario that slows down the implementation process. Another problem is that the company separates marketing and sales considering them separate departments. This operating structure is inefficient because it creates inconsistencies in the approaches utilized to generate revenue. Sales generation is a task that should be handled by the marketing department and it should never have a separate leadership team responsible for its functionality. Ayala has to streamline its operation to integrate sales with the marketing department. The operation strategy of separating marketing and sales is risky because it can lead to internal disinformation, contrast philosophical approaches, and inconsistencies, and complications integratin g different sets of information packets. A new system that gives greater power over sales must be designed in a manner that the sales people are given the freedom to operate with autonomy to minimize the risk of conflict. A troublesome issue at Ayala is that the company utilizes a lot of indirect channels to generate sales. Indirect channels account for 53% of the company’s sales generation. The use of external channels undermines the ability of Ayala to implement its marketing campaigns effectively and to provide a level of customer service aligned with the company’s expectations. The strategy does have the advantage of lowering labor overhead, but it does not allow the firm to develop the abilities of its own

Metropolis Essay Example | Topics and Well Written Essays - 1750 words

Metropolis - Essay Example These slaves are depicted against the backdrop of the miserable life they lead which include tenement like homes; they work for over ten back-breaking hours nonstop. The star of the film, Freder, who is the son of Joh Frederson, the leader of Metropolis, is glaringly oblivious to the predicament of the workers or any element of their lives. Not until when a beautiful subterranean inhabitant known as Maria visits the Eternal Gardens, where Freder spends most of his time frolicking with numerous ladies, does he learn of their abject predicament. The group of small children who arrive along Maria from the laborers city below carry themselves with an air of sadness and despondency; they are hungry and appear absolutely wretched. In reality, their needy eyes apparently haunt Freder because it is something he has never seen amid the elite of the city who no less lead better lives (Bendel 12-14). When Freder follows Maria back to the underground depths of the city and witnesses a grueling accident in the machine halls where the worker toil in abject misery, the groveling scene haunts him much more. This, as a result, compels him to confront his father, but eventually, it downs upon him that the man loves and firmly believes that is appropriately right for men to live the way they do. Freder thinks for a while about the plight of the workers and decides do something about it. However, he is faced with inevitable challenge. Freder must first and foremost gather more information and trace Maria as well. With the assistance of Josaphat—Fredersen’s presently fired officer manager—he goes down the depths of the city and assumes the job of one of the workers with a view to locating Maria. For the moment, Fredersen is suddenly worried about the reverberations of discontent amid the workers and his son’s abrupt interest in their predicament. Fredersen is o verly determined to eliminate Maria’s influence on his son as well as the workers (Mark

Hate It or Love It Essay Example for Free

Hate It or Love It Essay

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