Evolution of Integrated Marketing Communications to Integrated Brand Essay

Evolution of Integrated Marketing Communications to Integrated Brand Promotion - Essay Example As marketers become more sophisticated, they are recognize that IMC is more that just coordinating the various elements of the marketing and communications to have a 360 degrees approach to deliver a single message, as the concept of branding is emerging and more importance is laid upon the creation of an experience and promise that the brand holds, the concept of integrated brand promotion is a phenomenon that focuses on building brand identity and equity with the use of IMC to communicate and deliver the branding message effectively and efficiently. Building and maintaining brand identity and equity require the creation of well-known brands that have favorable, strong and unique associations in the minds of the consumer. 2. Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order Company, makes ground coffee and has targeted heavy users in the past. The company is now considering, however, switching to targeting college students, a target seg ment that is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment? Heavy users are more conscious about the quality of the coffee and are often choosy about what they want. They may be put off by some small mistake and have a negative image of the brand and may also lead to negative word of mouth among other heavy users. The company is targeting an emerging market which is untapped when it comes to coffee and this could mean that they could have a new segment to enter and achieve. This market development and would lead to increased market share and growth in sales. 3. You are the marketing manager for a mail-order company that ships spices from all over the world to customers across the globe. Given a choice between access to a mailing list and access to a marketing database, which would you choose? What are the advantages of your choice? Be as specific as possible. Marketing database would be a more efficient choice as it would be diverse and dense. The marketing database is created taking segmentation into consideration and it is more useful in terms of reach. Marketing database would hold complete information of the users and could also enable targeting and segmentation according to the company offerings. 4. Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool. The advent of brand entertainment is considered as one of the most major changes in the way IMC takes place since the past few years. The enormous growth of the concept of brand entertainment appends to its future as a successful branding tool. Brand entertainment can be described as a blend of marketing and entertainment and the process of using the entertainment media to grab the attention of the consumers and help them gain better exposure to the brand. Brand entertainment makes us of television, music, film and technology to create the mix between entertainment and marketing. Product/brand placement was a long time phenomenon used in films although brand entertainment is the same concept, but brand entertainment has led product placement to go beyond films to now embrace all forms of media. From films, to music videos, to computer games, all forms of media can be used to create or recreate an emotional connection with the consumers and increase exposure with

Computerized Enrollment System Essay Example for Free

Computerized Enrollment System Essay Improvement in computer world means the act of making new arrangement or style of doing work, activities, and processes efficiently, effectively and faster from the past, that brings convenient to the people. Improvement is an opportunity for every one and in any organizations, the researchers want to have a part in this improvement either it be great or small, if there’s opportunity to be a part of this improvement the researchers wants to grab this opportunity. In this present world, technology is growing faster specially computer technology, using this kind of technology, information can be view very fast as well as to make reports out of this records through printing. In a school, computerized schedule retrieval is a great help to students, faculty and staff in terms of retrieving schedules of a student, subjects, instructors, rooms, and specific section and use it for a specific purposes. Using this kind of system can contribute improvements to the school. Look more:Â  example of perseverance essay In making schedules manually, it will take a long process since the staff assigned to it should assure that there is no conflict of schedules between rooms and instructors. The personnel should assure that the instructor should have not exceeded to the maximum load. The personnel should also assure that the schedules of those students should be distributed in regular school days, for night classes schedules should be in night time, and for weekend classes schedules should be in weekend days. Because of this the personnel becomes tired and sometimes when the personnel reviews the schedules, conflict of schedules occur, and posting the new schedules of every room can’t be done. And in the side of the students, they get tired writing the subjects and schedules in the form during enrollment. And finding vacant rooms in a specific time takes a time, since someone should go around and look for a vacant room. The researchers were hoping to reduce the time spent in creating the schedules, without conflict schedules, to reduce the time spent in getting schedules during enrollment, to access easily the schedules of rooms to find vacancy. Background of the Study Creating and retrieving schedules is not an easy job. It requires patience and perseverance. Patience in assigning every subject to a specific instructor in specific rooms, assuring that every schedules of every subject should be distributed in regular days, the personnel assigned to do this job assures that in every regular days a students should have a scheduled subject. The personnel assures that there’s no conflict of schedules like having 2 classes in the same room and time and Instructor is handling two classes at the same time. Perseverance that even if the personnel were very tired, he/she still needs to review the schedules to assure that all schedules were complete and no conflict of schedule. Many students get tired in writing their schedules with the same information in 4 different forms in every semester and in irregular students they find it difficult to add a subject, assuring that the schedule of the subject will not be conflict to the subject that he/she has. When the instructor was trying to find a vacant room in a specific time the instructor needs to look for the posted schedule in every room to find a vacant room and it takes time and energy finding for vacant room in the entire building. And sometimes because there’s not enough time new schedule of every room will not be posted. Because of these problems the system will hopefully give a solution for these problems.

The Life of Elvis Presley

The Life of Elvis Presley Elvis Aaron Presley, a actor and musician was born on January 8, 1935, in Tupelo, Mississippi. From a very undistinguished beginning, Elvis Presley grew up to become one of the biggest names in music history. Even though some did not like the influence of Elvis Presley, Elvis impacted the music world in ways that is still reflected today. Raised by working-class, loving parents, Presleys family had very small spending money. Elvis Presleys family moved from location to location frequently. Elvis had a high respect towards his parents, especially his mother, Gladys, who raised Presley to have a strong faith, and trust in God. Presley attended the church, Assembly of God Church with his parents. Where gospel music became an important influence towards him which helped his career. In 1946, Elvis Presley received his first guitar as a present from his mother on his 11th birthday. A few years later at Humes High School in Memphis, Elvis had his first taste of musical fame when he won the school talent show. After graduating high school in 1953, Presley worked a numerous amount of jobs while living out his musical dream. He created his first demo record at Sun Studio the same year, and soon after that success, Sam Phillips, the record label owner, decided to take the young growing musician under his wing. Presley soon began recording and touring, trying to catch his first big break through. Presleys first single in 1954 was Thats All Right. In 1955, Presley began to earn a following with fans being very drawn to his provocative dancing style, good looks, and unusual musical style. Thae same year, Elvis became signed with RCA Records, a deal worked out by his new manager, Colonel Tom Parker. Elvis Presley was beginning to do big things like, scoring his first number. 1 single called Heartbreak Hotel, as well as his first number 1 album. In 1956 Elvis then signed a movie contract with Paramount Pictures. Besides the shock of Presleys sexy dance moves caused, he also became a very popular guest on a number of television, and a variety shows. Soon, Presley was everywhere, on the radio, television and the silver screen, working as a musician and actor. His first film, Love Me Tender (1956), was a box office hit. Even a draft in the U.S. military couldnt hardly have an influence on Presleys strong career. Elvis received his draft notice in 1957, and was drafted into the Army the coming up March. Elvis Presley then served in Germany for about a year and a half. While in Germany, his attitude was lifted slightly when he met a young teenager named Priscilla Beaulieu. After thankfully leaving the Army in 1960, Presley quickly resumed his musical and acting career ,and was quickly back at the top of the game with a soundtrack for his film GI Blues. Presley continued acting and recording music s such films as Blue Hawaii (1961),Viva Las Vegas (1964), and Girls! Girls! Girls! (1962). Though his many films they were often a miss or a big hit with both the audiences and the critics, they brought in a vast amount of money and the sou ndtracks mostly sold well. By the late 1960s, however, the famous musician and actor appeared to be losing his huge box office appeal. In 1968 Elvis proving he was still the King of Rock n Roll, cut his first TV feature. This was mostly referred to as the 68 Comeback.. Elvis amazed audiences with his performances, which brought to view his talents as a guitarist ,and also a singer. Around the same time, Elvis Presleys own personal life also seemed to be prospering. Elvis and Priscilla had their wedding in 1967 and had a sweet daughter named, Lisa Marie, the following year. Unfortunately, this unsprung time would not last. In the early 1970s, Elvis Presleys marriage was falling apart. Then in 1973 the broken couple divorced, and Priscilla received all custody of Lisa Marie. Presley was also overtaking other personal problems, including an amplifying addiction to prescription drugs; unfortunately the once very skinny rock star was battling a weight problem, and his cancerous lifestyle quickly caught up with him that fall, when he was sadly put in the hospital for drug abuse related health issues. Despite his personal issues, Elvis Presley remained a popular attraction on tour and in Las Vegas. On June 1977, in Indianapolis, Indiana Presley performed at his last performance. After the concert, Presley returned home to Graceland, his memphis mansion, to prepare for another tour. Elvis Presley died of heart failure, at the age of 42 sometime in the morning of August 16, 1977. They later learned that Presleys death was related to his abuse of prescription drug use. Presley was buried on the Graceland property, near the gravesites of his father Vernon, grandmother Minnie Mae Hood Presley and mother Gladys. Throughout his very successful career, Presley helped rock n roll music in America grow to be popular. Presley also won three Grammy Awards for his wonderful gospel recordings. A huge musical atmosphere, Presley had 18 number 1 singles, including Suspicious Minds, Good Luck Charm and Dont Be Cruel, he also received many gold and platinum albums. Elvis was alone one of the first musicians to inaugurate into the Rock and Roll Hall of Fame (1986). Elvis has been appreciated for his addition in several musical genres, gospel, country and, most notably rock. Presley was posthumously inducted into the Country Music Hall of Fame in 1998 then, three years later, he was post-mortem selected into the Gospel Music Associations Gospel Music Hall of Fame. Presley has continued to be one of the worlds most popular music icons since his death. Presleys home, Graceland, in Memphis is open to the public, especially around Presleys the anniversary of his death, and his birthday, and numerous fans from around the world also visit the legendary residence annually. You should see this from our point-of-view. Its amazing, Priscilla Presley said during the event, according to the Washington Post. The candles are lit. Its truly a sight to behold This is something that Elvis would never, ever have believed could have taken place here. Even after his death, the Elvis legacy and influence continues to grow. His place in American culture has been cemented and younger generations have recognized him for the icon he is. From Elvis postage stamps to the opening of Graceland and founding of Elvis Week, the star has continued to capture the hearts and minds around the world.

Computers and Firefighting :: Firefighters Computers Technology Essays

Computers and Firefighting It seems that the advances of today are moving far more rapidly than people have ever thought about. The only question is that how much farther can we go in the advancement of computer technology to support people. One of the ways to support people is in the area of Firefighting. In this field the firemen with help of computers is allowed to help civilians when they are in need. The job of now is becoming a little safer to do because of newly advances by computers in the firefighting field. Three important ways computers have contributed is in the ways firemen can refine their own personal knowledge of the job, personal protective equipment (PPE), and one of the tools invented to locate people. The topic for computer advancement, is of a field that is one of the most critical services given to people. Why? It is one of most demanding jobs because of what the fireman actually does. In most senses his or her job is not to only fight fires, but also to search out for life within the fire, administer aid if needed, along with the searching for clues to what might have been the cause for the accident or blaze. The Fireman combines the work ethic of not only his or her job, but along with knowledge of a nurse and police officer. True, he or she does not always play a role on the other areas besides fighting fires, but they have to be able to pick-up where ever they are needed in whatever role. In order to broaden the knowledge of the firemen, it is most commonly done through new types of studying and training. A firemen can take lessons of a CD with help of a computer, and run simulations on their own to refine and expand their own personal abilities as a fireman. Now all the y have to do it go to a computer and learn what they need to know, at times even through interactive lessons, instead of using the old method of reading textbooks, magazines, journals, or where ever else the information lies for them to find. In the area of the firemen ¡Ã‚ ¦s own personal protective equipment, it too has be advanced because of computers. Twenty-five years ago, the turnout gear worn by firefighters was used to keep the firefighter from getting wet mainly then with the introduction of Nomex, which was a self-extinguishing man-made material, then came Gortex and PBI.

Vietnam Research Paper

Why is the Vietnam War so significant in American history? How did it really affect America? The Vietnam War was the prolonged struggle between nationalist forces trying to unify Vietnam under a communist government, and the United States attempting to prevent the spread of communism. There are many lessons learned throughout this war that America, hopefully, will never undergo again. There are a series of events that led up to this full-scale war. First, the U. S. tried to prevent Vietnam from becoming a communist nation, so they sent the French military aid to help rule against this. Soon enough, France wanted to withdraw their troops out of Vietnam; the Geneva Conference was a meeting between many nations deciding how France could peacefully pull out troops. A bit later, there was supposed to be a General democratic election held, but America refused to agree to the election, afraid that the communists would win. In 1965, the U. S. sent ground troops to help South Vietnam, sparking tensions between the U. S. and North Vietnam. From 1965 to 1969, America was involved in a limited war in Vietnam, meaning weak efforts to attack North Vietnam. U. S. orces became easily frustrated because war in the jungle was found difficult. Vietnam would attack in ambushes, set up booby traps, and escape through underground tunnels. To prove even more difficult, Northern Vietnam troops and the Viet Cong surprised South Vietnam and U. S. troops. On January 30, 1968 they attacked hundreds of South Vietnamese cities and towns, known as the Tet Offensive. Without a doubt, it showed that the enemy was stronger and better prepared. While the public’s support for the war was way gone, there was new hope with Richard Nixon, the new president of America. Soon after taking office, Richard Nixon planned the policy Vietnamization, which was a process to remove U. S. troops from Vietnam while handing back the fighting to the South Vietnamese. While America had almost completed the withdrawal of their troops from Vietnam, the North Vietnam attacked South Vietnam and the remaining troops on March 30, 1972. This attack is known as the Easter Offensive. This rough battle resulted in about 40,000 deaths and 60,000 people wounded or missing in the People’s Army of North Vietnam (PAVN). The Army of the Republic of Vietnam (ARVN) estimated at 10,000 deaths and 33,000 troops wounded. The offensive was defeated, but the PAVN continued to occupy about 10 percent of South Vietnam after this battle. Nixon was in the process of his Vietnamization policy, when discussions had arisen about restoring peace in Vietnam. Soon began peace talks in Paris that finally succeeded in producing a cease-fire agreement. Nixon declares the news of the decisions made during the Paris peace talks. â€Å"Good evening. I have asked for this radio and television time tonight for the purpose of announcing that we today have concluded an agreement to end the war and bring peace with honor in Vietnam and in Southeast Asia. The following statement is being issued at this moment in Washington and Hanoi: At 12:30 Paris time today [Tuesday], January 23, 1973, the Agreement on Ending the War and Restoring Peace in Vietnam was initialed by Dr. Henry Kissinger on behalf of the United States, and Special Adviser Le Duc Tho on behalf of the Democratic Republic of Vietnam. The agreement will be formally signed by the parties participating in the Paris Conference on Vietnam on January 27, 1973, at the International Conference Center in Paris. The cease-fire will take effect at 2400 Greenwich Mean Time, January 27, 1973. The United States and the Democratic Republic of Vietnam express the hope that this agreement will insure stable peace in Vietnam and contribute to the preservation of lasting peace in Indochina and Southeast Asia†¦The important thing was not to talk about peace, but to get peace and to get the right kind of peace. This we have done† (â€Å"Peace with Honor† 1). After signing the Agreement on Ending the War and Restoring Peace in Vietnam, on March 29, 1973 the last group of U. S. troops left Vietnam. The North Vietnam toppled the Southern Vietnamese government, and South Vietnam officially surrendered in 1975 to communist North Vietnam. Tolerating all the hard work and fighting was proved pointless for American and ARVN troops when Vietnam was reunited as a communist country in 1976. Often in history, major events such as wars or disasters are the key elements that seem to influence and shape our society. The major event that shaped American society during the ‘70s was the Vietnam War, having a massive social impact. The Vietnam War acted as a catalyst to the counterculture movement, and changed the art, music, and education.

Diversification Strategies Essay

Diversification is a form of corporate strategy to increase profitability of a company through greater sales volume obtained from new products and new markets. It occurs either at the business unit level or at the corporate level. It is a risk management technique that mixes a wide variety of investments within a portfolio. It attempts to smooth out unmethodical risk events in a group so that the positive performance of some investments will neutralize the negative performance of others. Companies may diversify for strategic objectives, expected outcomes, valuable comparison between strategy and expansion. Some companies diversify by conquering new positions through mergers and acquisitions whiles others diversify when there are not much growth opportunities for the market they are in. There are many reasons for pursuing a diversification strategy, but most pertain to management’s desire for the organization to grow. Companies must decide whether they want to diversify by going into related or unrelated businesses. They must then decide whether they want to expand by developing the new business or by buying an ongoing business. There are advantages to diversification, beyond simply expanding one’s product line. For example, a diversified company is potentially better insulated against a loss of revenue in one business tranche. Diversification strategies are used to expand firms’ operations by adding markets, products, services, or stages of production to the existing business. The purpose of diversification is to allow the company to enter new lines of business that are different from current operations. When the new venture is strategically related to the existing lines of business, it is called concentric diversification. On the other hand, when the new and the old businesses are unrelated it is classified as Conglomerate diversification which occurs when there is no common thread of strategic fit or relationship between the new and old lines of business, meaning the new and old businesses are unrelated. Compare and contrast the two businesses—core business, their size, financials, global presence, use of e-business (marketing, sales, etc. ). Johnson & Johnson Inc. – Successful  Johnson & Johnson is an American multinational pharmaceutical company founded in 1886, manufacturing sterile surgical supplies. Its core business is the manufacturing of medical devices and consumer packaged goods. Its common stock is a component of the Dow Jones Industrial Average. The company is listed among the Fortune 500. The corporation has grown to have more than 250 operating companies in 60 countries employing approximately 116,000 people, producing medicines and medical devices, as well as consumer products like sanitary goods, baby shampoo and dental floss. National Semiconductor Corporation – Unsuccessful National Semiconductor Company has an international reputation for semiconductors. The pioneering chip maker offers a variety of integrated circuits (ICs), especially analog and mixed-signal (blending analog and digital functions) chips. Its products focus on analog chips, which transform physical information – light, sound, pressure, even radio waves – into data that a computer can use. National Semi’s chips are used in wireless, networking, medical, solar, automotive, and industrial applications. It gets more than 75% of sales from customers outside the US, largely to contract manufacturers that serve its OEM customers. In the 1970s, the company tried to make electronic consumer products in addition to the semi-conductors that went inside them. Compare and contrast their outcomes (one successful, one unsuccessful) Johnson & Johnson Johnson & Johnson is a diversified healthcare company that develops, manufactures and markets products in three primary lines of business: Pharmaceuticals (41% of sales), Medical Devices and Diagnostics (35%) and Consumer Products. Since the 1900s, the company has pursued steady diversification. It added consumer products in the 1920s and created a separate division for surgical products in 1941 which became Ethicon Inc. It expanded into pharmaceuticals with the purchase of McNeil Laboratories Inc. , Cilag, and Janssen Pharmaceuticals, and into women’s sanitary products and toiletries in the 1970s and 1980s. In recent years, Johnson & Johnson has expanded into such diverse areas as biopharmaceuticals, orthopedic devices, and Internet publishing. Recently, Johnson & Johnson has purchased Pfizer’s Consumer Healthcare department. The transition from Pfizer to Johnson and Johnson was completed December 18, 2006. National Semiconductor Corporation The company wasn’t suited for retail manufacturing, and was crushed by companies that were. By the time digital watches became popular in America; National had been driven from the marketplace, suffering losses that overshadowed its success in semiconductors. Analyze the three primary reasons for the different outcomes. First, Johnson & Johnson diversified into items that are strategically related to the company’s existing lines of business. Johnson & Johnson is a diversified healthcare company that develops, manufactures and markets products in three primary lines of business: pharmaceuticals, medical devices and diagnostics and Consumer Products. On the other hand, National Semiconductor Corporation entered into the production of unrelated products which is not common thread of strategic fit or relationship between the new and old lines of business, meaning the new and old businesses are unrelated. Second, Johnson & Johnson diversified through mergers and acquisitions of new companies. For instance, it expanded into pharmaceuticals with the purchase of McNeil Laboratories Inc. , Cilag, and Janssen Pharmaceuticals, and into women’s sanitary products and toiletries in the 1970s and 1980s. In recent years, Johnson & Johnson has expanded into such diverse areas as biopharmaceuticals, orthopedic devices, and Internet publishing. Recently, Johnson & Johnson has purchased Pfizer’s Consumer Healthcare department. The transition from Pfizer to Johnson and Johnson was completed December 18, 2006. On the other hand, National Semiconductor Corporation entered into diversification to make electronic consumer products in addition to the semi-conductors that went inside them. They did not embark on growth strategy through acquisition and mergers. They had stiff opposition and were crushed by companies suited for retail manufacturing. Lastly, Johnson & Johnson diversification strategy is well matched to the strengths of its top management team members which are factored into the success of that strategy. On the other hand, National Semiconductor Company top executives did not manage diversification effectively. Recommend two actions the unsuccessful one could have made to make their diversification venture successful First is that National Semiconductor should ensure a diversification strategy which is well matched to the strengths of its top management team members and factored into the success of that strategy. Different diversification strategies require different skills on the part of a company’s top managers, and that factors should be taken into consideration before firms are joined. For instance, the success of a merger may not depend only on how integrated the joining firms become, but also on how well suited top executives are to manage that effort. Secondly National Semiconductor should diversify into related products where they can control the market. To conclude, I must say that if diversification strategy is done strategically to relate to the company’s existing line of business or diversified through mergers and acquisitions of new companies with the support of its top management team members, then its objective of growth and risk taking can be achieved.