Monday, December 30, 2019

Essay Exploring John Mills Harm Principle - 1580 Words

Freedom is a necessary principle to abide by in order for the human race to function. On the other hand, freedom can be taken advantage of, thus resulting in harmful consequences to those directly and indirectly involved. The article, â€Å"On Liberty† by John S. Mills, places emphasis on the functioning of individual liberty and its co-existence with society. Mills stresses the limits of individual liberty through what is famously known as his Harm Principle: the only purpose for which power may be rightfully exercised over any member of a civilized community, against his will, is to prevent harm to others. His own good, either physical or moral, is not a sufficient warrant (Cahn). With special consideration placed on drug use and free†¦show more content†¦This leads to an increase in criminal activity such as neglect of familial duties, robberies to fund their dependency, and violence to defend their habits. The ‘drugee’ becomes a nuisance to society. S ome become homeless and exhibit poor health habits such as malnutrition and tooth decay. Other negative effects include the transference of diseases because of needle sharing. Though drug use is a personal choice, the effects on the rest of society are undeniable. The best intentions are formulated on a personal level, but this is overcastted by its negative effects. This argument, however, is a bit one-sided because the reason for using and dependency varies between users. In pre-modern times, drugs took on a role of medicinal use. As they were distributed in a free market without any constraints, Opium was recommended for sleepless nights, Cocaine for anesthesia, Hashish for relaxation (Hart, Ksir Ray). These drugs were not dubbed as harmful, therefore, under the appropriate circumstances, provided beneficial effects to its users. More recently, individuals are more inclined to use drugs as an ‘escape’. Stimulants provide a sort of alternate existence which tends to reduce mental tension, increase energy, or induce euphoria (Hart, Ksir Ray). Argumentatively speaking, drug use only affects the user, so there is no valid reasoning for impairing the freedom of citizens by prohibiting them. Individuals benefit by having the freedom to useShow MoreRelatedJohn Stuart Mill And Income Inequality1721 Words   |  7 PagesAssignment 1 – John Stuart Mill and Income Inequality Many great economic thinkers throughout history has offered various differing yet interrelated views and ideas that may prove useful to the analysis of current issues in modern economics. A persistent issue in the modern economy is income inequality whereby the distribution of income among the population is unequal. This means that the gap between the rich and the poor increases over time if the issue is not appropriately addressed. In exploring the issueRead MoreIs Torture Morally Wrong?1265 Words   |  6 Pagesjustice by using both the Utilitarian view and the Aristotelian view. Using John Stuart Mills concept of utilitarianism, he focuses on the greatest happiness principle which helps us understand his perspective on torture and whether he believes it is acceptable to do so, and Aristotle uses the method of virtue of ethics to helps us better understand if he is for torture. The term torture shall be determined by exploring both philosophers’ definition of justice, what comprises a â€Å"just† act, what isRead MoreUtilitarianism, And The Moral Imperative1575 Words   |  7 Pages In this essay I intend on arguing the legitimacy of utilitarianism, and if its principles can be subjected effectively to society today. Utilitarianism, which is a common term in normative ethics, is a moral doctrine that coordinates and specifies evaluation and moral actions through three recommendations. These recommendations are the criterion of good and evil, a moral imperative, and a measured evaluation. A criterion of good and evil emphasizes on the happiness and stakeholdersRead MoreUtilitarianism And The Moral Imperative1575 Words   |  7 Pages In this essay I intend on arguing the legitimacy of utilitarianism, and if its principles can be subjected effectively to society today. Utilitarianism, which is a common term in normative ethics, is a moral doctrine that coordinates and specifies evaluation and moral actions through three recommendations. These recommendations are the criterion of good and evil, a moral imperative, and a measured evaluation. A criterion of good and evil emphasizes on the happiness and stakeholdersRead MoreImmanuel Kant, John Stuart Mill, Plato, and Aristotle: Morals and Ethical Codes1169 Words   |  5 Pagesfocal point for moral and ethical codes. Morals and ethics is, of course, a subject that runs deep in the discussion of philosophy. People are faced with moral dilemmas everyday, which many times society decides without thoroughly exploring their options. Immanuel Kant, John Stuart Mill, Plato, and Aristotle are philosophers that focus on the topic of ethics, yet all have diffe rent outlooks. Kant is considered a non-consequentiality, which means he feels the intentions motives, and good willRead MoreJohn Rawls and Utilitarianism2033 Words   |  9 PagesJohn Rawls and Utilitarianism Heath C. Hoculock The social contract theory of John Rawls challenges utilitarianism by pointing out the impracticality of the theory. Mainly, in a society of utilitarians, a citizens rights could be completely ignored if injustice to this one citizen would benefit the rest of society. Rawls believes that a social contract theory, similar those proposed by Hobbes, Locke, and Rousseau, would be a more logical solution to the question of fairness in any governmentRead MoreEssay on Censoring Internet Pornography2472 Words   |  10 Pagesdawn of humankind, pornography has been very much part of the human experience. From drawings on cave walls7 to HBOs Sex and the City the depiction of sex appears to be one of the threads that ties the centuries together. Montgomery Hyde, while exploring the roots of Western pornography, found that even in the Bible there is an abundance of material in the Old Testament on the subject of pornography in its original sense of writing about prostitutes and their patrons, as there are also referencesRead MorePorn and Censorship15240 Words   |  61 Pagestraditional conservative foes in calling on the state to regulate or prohibit pornography-although the primary focus of feminist concern is on the harm that pornography may cause to women (and children), rather than the obscenity or immorality of its sexually explicit content. And some liberal s have joined pro-censorship feminists in suggesting that the harms that violent and degrading pornography causes to womens social standing and opportunities might be sufficiently serious to justify prohibitingRead MoreApplication of Ethical Theories12285 Words   |  50 Pages(Frederiksen, 2010), and the assessment of managers’ ethical evaluations (Reidenbach Robin, 1990). Most studies aim to identify basic ethical rules that individuals can follow in business or to prescribe frameworks of moral principles to apply in decision making. These moral principles are derived from various traditional ethical theories. The role of ethical theories is less dominant in the field of ethical decision making. Only a few ethical decision-making models rely directly on ethical theories.Read MoreOrganisational Theory230255 Words   |  922 Pages. Organization Theory Challenges and Perspectives John McAuley, Joanne Duberley and Phil Johnson . This book is, to my knowledge, the most comprehensive and reliable guide to organisational theory currently available. What is needed is a text that will give a good idea of the breadth and complexity of this important subject, and this is precisely what McAuley, Duberley and Johnson have provided. They have done some sterling service in bringing together the very diverse strands of work

Sunday, December 22, 2019

Police Brutality Crime Or Collateral Damage - 1762 Words

Police Brutality: Crime or Collateral Damage? Imagine riding home after a fun night out with your friends, but never making it there. This is what happened to a young man named Oscar Grant who was fatally shot by the police for a crime he did not commit. Police brutality is the use of excessive force, physically or verbally, by a police officer. In one year, how many incidents of police brutality or misconduct do you think have occurred? In the U.S. alone, statistics show that over 2,500 incidents have been reported. Police work can undoubtedly be dangerous and police officers are trained and authorized to use force as part of their jobs. However, the misuse of such authority has resulted in damage to families and communities, the loss†¦show more content†¦Additionally, the suspect’s prior criminal record should not impact a jury’s decision to convict the accused police officer since â€Å"prior felony convictions of the plaintiff/victim of excessive force ar e neither relevant nor material to civil rights litigation† (243). I live in Oakland, a city with high crime rates and a reputation of being dangerous. With such high crime rates come large amounts of police action, and with this, a higher probability of police misconduct. Statistics indicate that in Oakland alone, more than a hundred federal and state cases of police brutality have been brought to court in the last decade. Tragically, several of these cases have been dismissed despite clear evidence against the offending police officer. The number of such cases in Oakland represents only a small fraction of the number of reported and unreported incidents of police brutality that occur nationwide. Police brutality is unjustifiable, and its consequences are detrimental to our society as a whole. Police misconduct has divided communities, destroyed the lives of its victims and their families, and at times has resulted in the killing of innocent people. Statistics show that there is a clear disparity between the police departments and the communities they serve. Many police departments are comprised mainly of Caucasian individuals while the majority of those affected by police brutality are part of a minority. In more than 2,000 incidents of

Saturday, December 14, 2019

Professional Dancing Free Essays

March 6, 2012 Professional Dancing â€Å"There is a bit of insanity in dancing that does everybody a great deal of good. † Edwin Denby. Dance has not left behind identifiable artifacts that prove when dance was created. We will write a custom essay sample on Professional Dancing or any similar topic only for you Order Now It is not possible to place a date on when it became part of human culture. For billions of years people have expressed emotions and feelings through movements. Over the years dance has transformed into an art of great proportion in our daily life. Everyone dances for a different reason. Some because dance is a stress reliever and others, it’s a way for them to express themselves, but for professionals it’s because they cannot live without it. To become a professional dancer it takes hours of practice in a studio and the acceptance of not becoming a huge star with a lot of money. To embark on the journey to become a professional dancer the first decision to make is what style of dance, after the decision is made the next step is to find a dance studio, during the training in the studio cross training will be needed to become stronger and more flexible, the finance, competitions and injuries are all ideas to consider before committing to a vigorous but rewarding schedule. Even though becoming a professional dancer has a high risk of failure and very low pay, the career can be very rewarding and enjoyable. Finding a dance studio that will push the dancer to become a professional is hard. Usually after finding a studio around where the aspiring dancer lives, research is done to make sure the studio is going to push them to be their best. Many dancers train in multiple studios and possibly even a dance school before becoming a professional. To receive a bachelor’s in dance it costs about $25,000 per year. Most aspiring dancers attempt to get scholarships and sponsors. After graduating the jobs offered for dancers are back-up for videos and concerts, teachers and, theater performances. An audition for these jobs is usually mandatory. Almost all professional dancers start out at a young age in ballet classes. By the age of 18 the dancer starts to audition for jobs and begin their career. Ballet is known as the foundation of all dance styles. Ballet provides structure of almost all dance moves and control of the body to continue on in the dance style preferable. To continue on in dance the style has to be chosen by the dancer. The number of styles of dance are uncountable but the most popular are ballet, hip hop, contemporary, and ballroom. Usually those four are the styles that become a profession. Most dancers have a preferable dance style they like because of watching others dance on television or in the studio but to choose the style of dance the best way is to experiment with many. Usually after a few years of learning the foundations of dance the dancer starts to train in the style of dance they have chosen but training in the studio is not the only training a professional has to do. To become a professional dancer cross training is needed to build muscle and endurance. Most advise pilates, upper body work, interval training, yoga, and tai-chi. These work outs help the dancer’s flexibility and strength to jump higher and carry out harder more complicated dance moves. With all this pressure to become a better dancer problems start to occur. An estimated amount of almost 100% of dancers has struggled with an eating disorder (Ballet Dancers). â€Å"Almost everyone credits George Balanchine, the renowned dancer, teacher, and choreographer, with the current aesthetic of ballet in the West, referred to by most as the â€Å"Balanchine body,† or the â€Å"anorexic look† (Gordon, 1983). This is one of the many down sides of aspiring dancers. If given help the dancer can usually start eating correctly and continue on in the hope to become a professional. The cost of the dancers training in the studio may cost up to $200. 00 per month. If the dancer decides to enter competitions the cost to enter train extra and buy the attire can range around $300. 00. The profession of dancing becomes very expensive. Unless the dancer is getting paid to dance the dancer usually has another job on the outside creating the income to pay for the extra necessities of dance. The US Bureau of Labor Statistics reported that dancers and choreographers earned a mean hourly wage of $16. 55 as of May 2010† (Dancing Care†¦). The career in dance is very risky and unpredictable. As an individual dancing everyone has their opinion of what they like and do not like. Because of this it makes the career very hard to get into and successfully have without the struggle of not having enough m oney. To become a known new aspiring dancer in the fierce profession entering competitions are a must. Usually a solo in a competition costs $90. 00 to enter. Before learning the routine created by a teacher reading the regulations is a smart idea to know what is allowed in the routine and what is not. If the routine was created before the regulations the dance might have to be tweaked so the dancer is not disqualified. A competition can last just a day or over a weekend. The judging is fierce and the competition makes the dancer want to strive even harder to become an amazing artist. Dance is strenuous. In fact, dancers have one of the highest rates of non-fatal on the-job injury. † The causes of most dance injuries are pushing for perfection so hard that muscles are strained, shin splints occur, plantar fasciitis happens, and stress fractures are created. When dancers have this the best way to cure it is stretching before and after dancing. If any serious injury occurs like breaking bones landing a move wrong it could ruin the dancer’s career. Most dancers retire around the age of 30 if an injury happens early the dancers career they will usually retire a teacher. Recovering could take a few weeks to years. A lot of dancers have permanent damage to their body after a vigorous career of muscles being strained and the body being pushed to its limit. Becoming a professional dancer is risky but rewarding. To become a professional dancer it takes hours of practice in a studio and the acceptance of not becoming a huge star with a lot of money. To embark on the journey to become a professional dancer the first decision to make is what style of dance, after the decision is made the next step is to find a dance studio, during the training in the studio cross training will be needed to become stronger and more flexible, the finance, competitions and injuries are all ideas to consider before committing to a vigorous but rewarding schedule. Every dancer has a different opinion of this profession but the ones who love to dance and have the passion that no one could ever take away from them are the ones who are happy and loving every second of it. How to cite Professional Dancing, Papers

Friday, December 6, 2019

Economics and Boeing free essay sample

The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual sales Dreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual sales Dreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual sales Dreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which  means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual salesDreamliner 787 case study Tara Lentini Week 3 Case Assignment Boeing: Dreamliner 787 Discuss the nature of the market structure and demand for the Dreamliner. What are the implications for Boeing and its customers? The market structure for the Dreamliner is that of an oligopolistic nature which means there are few air Premium1632 Words7 Pages Boeing Summary Buying an airplane is huge purchase, each costing over $ 100 million. There are many factors that have to be considered by the customers. These are customers Boeing deals with every day. For such purchases, Boeing knows that it take more than fast talk and a firm handshake. Individual sales

Thursday, November 28, 2019

Big Friendly Giant Essays - Film, Fiction, English-language Films

Big Friendly Giant The BFG Beginning: My book is about a Big Friendly Giant (BFG) who goes around every night in different towns and blows dreams, that he captures, into little boy's and girl's rooms. No one has ever seen the BFG, except one night when he went to England where a young girl, named Sophie, lived. On that night she couldn't get to sleep. It was about midnight, (in the story they call it the witching hour,) and Sophie was curious and wanted to know what happened outside so she peeped out her window. When she looked out her window, she saw the BFG and the BFG saw her. He didn't want Sophie to go tell every one what she saw, so he swooped her up and carried her off to where he lived, Giant Country. Development: In Giant Country the BFG explained everything that happened and why he had to take her with him. She was very curious about every thing that the BFG did. He told her what he did and it wasn't very exciting, except for the part that the BFG goes to a special place sometimes and that is where he collected all his dreams to blow to boys and girls. He also said that sometimes to make a dream more interesting he would mix different dreams together. Also if he got a bad dream (nightmare) he would keep it in his jar and never let it free to haunt a child. In Giant Country the BFG wasn't the only one. There were nine other giants that were ten times taller than the BFG who was only 24 feet high. These giants were man-eating giants, not dream blowing giants. Every night the nine giants would gallop off to one place and gobble up people from their beds or off the streets. Climax: Sophie, who was very scared of the giants, wanted to put an end to what these harsh giants did. She asked the BFG to mix a dream about nine mean giants and about a friendly giant and a little girl. She figured that if he mixed a dream that was true and blew it to the Queen of England, then she would be able to stop the giants. In the dream they mixed, they put that a little girl would be sitting on her windowsill and she would bring the Queen to the BFG. The BFG would bring the Queen and her army to Giant Country, and there they would capture the nine harsh giants. Resolution: All that was just a dream and that was what the Queen thought until she saw a little girl sitting on her windowsill. Everything that happened in the dream did happen and the nine giants were tied up with rope and carried away with nine helicopters. They were carried to England where the Queen had 4,000 diggers dig a hole 500 feet deep and 400 feet across. The nine giants were dropped in the hole, for that was there new home. Then the BFG was rewarded and so were Sophie and all of the men in the army. From then on every one lived happily ever after! (Except for the nine captured giants.)

Monday, November 25, 2019

buy custom Cultural Relativism essay

buy custom Cultural Relativism essay Cultural relativism is the observation that no tradition is more important or superior than another when comparison is made concerning mortality, political affairs, and legal issues among other aspects of a communitys traditions. It is a theoretical idea that all traditional beliefs have equal validity and, at the same time, the truth in itself is relative basing on the traditional environment (Rachels, 2005). Relativists have the feeling that all ethical, devout, and political affairs are relative to different people within a traditional identity. Relativism, in this case, comprises of moral relativism like ethics based on social make up, situational relativism meaning that whether an idea is wrong or right it depends on a specific situation. More so, cognitive relativism provides that the truth itself lacks objective standards (Rachels, 2005). According to James Rachels, one has no right to make judgment against any other communitys traditions. For example, Callatians, which is a tribe in India, used to feed on their dead fathers. On the other hand, the Greeks believed in cremation. They disposed off the dead bodies by burning. When the Indians were asked about their view of cremation, they felt it was wrong and the Greeks, on the other hand, felt that it was an abomination to feed on the dead bodies of their fathers. Professor James used this example to show that all traditional beliefs can be good or bad. There is no one communitys beliefs that can be right or wrong over the other (Rachels, 2005). James puts a cross a very crucial discussion that the truth is determined by the present situation and beliefs of a community. Cremation is right for the Greek and wrong for the Callatians. On the other hand, it is right for the Callatians to feed on their dead fathers bodies while it is wrong for the Greeks. In this case, the truth is relative. It can be either right or wrong depending on the situation and the community (Rachels, 2005). Buy custom Cultural Relativism essay

Thursday, November 21, 2019

Infection Control Research Paper Example | Topics and Well Written Essays - 2750 words

Infection Control - Research Paper Example The essay will explore some of the infections, their related causes and how as a medical facility can arrive at prevention of the infection. Infection control has been a topic in discussion for many years. It has been identified that infants and patients under surgical procedures suffers the highest risk of infection hence making surgical wound infection the second largest category of hospital-related infections. For example, Craven et al. found out that in most of Surgical Intensive Care Units (SICU), urinary tract infection, bacteremias and wound infections were major infections around patients. This is due to the antibiotics therapies given to patients, endotrachea tubes, arterial lines, central venous lines, and catheters they are attached to while still in SICU. Many experiments have been conducted to establish causes and magnitude of infections in hospital related infections. The studies have estimated that a quarter of the hospital-acquired infections involve ICU patients and about three quarters are related to microorganisms resistant to antibiotics. Depending on the type of infection, their frequencies, which are directly related to the effects it has on patients, differ. This difference is highly associated with mortality rate, cost of treatment and danger posed on the practitioners and the patients. Burke (2003) found that, urinary tract infections have the highest frequency of occurrence, lowest mortality rate, and lowest cost. This is followed by surgical sites infections in frequencies but third in cost, and finally pneumonia and bloodstream infections take the lowest frequency with the highest cost and mortality rate. However, frequencies and the magnitude of effect on mortality and cost keep on changing with time. For example, different studies have proved that urinary tract and surgical- site infections have been on decline. This could be due to increased surveillance and reduced stay in hospitals for the patients. Such studies gives a reason as to why the topic on infection control should be looked at more seriously if the world is to acquire minimum hospital-acquired infections. According to Burke (2003), infection control is a significant part of ensuring patient safety. This is because it ensures surveillance in the programs that are directly linked with the infections. The type of surveillance involved has been known to help medical practitioners as well as the patients to be aware of some of the dangers around them. This is attainable when policies on best practice in the medical field are changed to meet the demands of each exposure to infections. For example, policies like patient isolation to prevent nosocomial transmission need to be put in place if a minimum level of hospital related infections would be arrived at. Educating and protecting nurses, preventing transmissions of blood borne disease-causing organisms, ensuring the highest level of hand hygiene and providing practitioners with protective equipments also serves as part of the protective practices. It is important to look at th e environment around which the patients receive treatment; they should be free from any infections through regular disinfection of patient care items. Empirical Review Among the infections that have been widely discovered, bloodstream infections (BSI), urinary tract infections (UTI), surgical wound infection (SWI), nosocomial pneumonia, nosocomial bacteremia and surgical sites infection (SSI) take the lead in the order mentioned. They all occur in different frequencies and symptoms though there are some that occur without observable symptoms. For

Wednesday, November 20, 2019

Social Media Essay Example | Topics and Well Written Essays - 1250 words - 4

Social Media - Essay Example Social media differentiates from traditional/industrial media in many aspects such as usability, reach, frequency, quality, permanence, and immediacy. There are many effects, which stem from internet usage. The role of social media in marketing is to use it as a communication tool that makes the companies accessible to those interested in their product and makes them visible to those that do not know their result. It ought to lie used as a tool that creates a personality behind their brand and creates relationships that they otherwise may never gain. This not only creates repeat-buyers, but customer loyalty as well. Fact is social media is so diversified that it can be used in whatever way best suits the interest and the needs of the business (Tini, 2011). Social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities co-create, share, discuss, and modify user-generated content. It introduces pervasive and sub stantial changes to communication between relative communities, organizations, and individuals. Various statistics account for social media usage and effectiveness for individuals worldwide. Some of the most recent statistics have it that Facebook remains the most-visited social network in the U.S. and all over the world. It receives over 152.2 million visitors via P.C and is multiple times the size of the next largest social site across this platform. Similarly, statistics state that Consumers continue to spend more time on social networks than on any other category of sites. To be more precise, they spend roughly 20% of their total time online via, and 30% of total time online via mobile (Smith, 2011). Social media can have tremendous benefits but also can have serious security risks for organizations. Two of the greatest risks to organizations are malware and inadvertent disclosure of sensitive information. The security risks are often cited by companies as a reason they do not a llow social media use. Seventy-two percent of companies believe employees’ use of social media poses a threat to their organizations. Their concerns are justified. Companies in the west are investing increasingly in SMM to get in touch with their customers (Capriotti, 2009). They indulge in constant interaction with their prospects in order to understand their needs and hence make products better. It lies as the best way to learn from ones customers about their needs and your own shortcomings. Nonetheless, SMM is a very personalized way of advertising and promotions can lie targeted only to specific groups, which are interested in a particular domain, quite unlike conventional advertising. According to a report by researchers, the incidence of malware is increasing on the most popular social media sites including Facebook, MySpace, and Twitter (Smith, 2011). There are currently more than one thousand companies compiling comprehensive databases about individual consumers, a va st increase in just five years. Rather than engaging in mass marketing, they focus on gathering as much information as possible about specific people to engage in targeted or profile marketing. By compiling layer upon layer of information about specific individuals, they are able to produce a profile based on income, lifestyle, and an enormous variety of other factors. By making use of these databases, it is possible to identify people by what many would

Monday, November 18, 2019

International Marketing Feasibility Essay Example | Topics and Well Written Essays - 6250 words

International Marketing Feasibility - Essay Example The government’s encouragement of foreign investment would fast tract legal actions that may enhance the speed of operation. However, the country’s unstable political system may affect the implementation process. Not so much problem with to whom should accept the program since there is a remarkable number of urban elite who can afford for such academic service. However, it is a good marketing proposition to tie up with Thailand’s government when it comes to educating its people since it is clear that the government has to start maximizing its subsidy on education. Not only that, Thailand would be a good venue and strategic place for the neighboring and developing countries to access the service of ANOVA Education Center considering that the cost of leaving is definitely not that high. The company is ANOVA Education Centre. It is situated solely in Singapore since it has not expanded to anywhere else yet. All from its website ANOVA Education Centre (2009), the company has promoted itself as the one that provides preparatory courses for foreign students who have interest to study in Singapore. Among of its many objectives, the main is to give students preparation for entrance examinations to Singapore’s local schools. The company was able to promise of courses that are in line with the recent syllabus of Ministry of Education. The company also ensures that its students will have a conducive environment as well as competent and highly-trained teachers as they receive their trainings. To give much more focus to every student, each teacher has 10 to 15 students. With all of these, the ANOVA Education Center is simply trying to provide opportunity for each individual willing to enter in the international language where the medium of speech is English. A message from the principal of ANOVA Education Center, David Sum, simply states the company’s commitment to provide their students a high standard of service.

Friday, November 15, 2019

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