...SECTION I PROMOTION CAMPAIGN GUIDELINES Objectives of the Project The general objectives of the project focus on providing an opportunity to design a comprehensive integrated marketing communications (IMC) plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the project is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using information sources for marketing communications program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language. In short, the fundamental objective of the project is to learn how to create a first-rate integrated marketing communications plan. The IMC Plan An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan for this project will be for the market specified by your instructor and will cover one calendar year. Formation...
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...team • Major target audiences • Time period of the plan • Campaign objectives • Campaign theme/slogan • Overall budget total • Budget breakdown (Pesos and percentages) by each major IMC element and each medium • Summary of media used (Media flowchart) • Evaluation program The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material. I. REVIEW OF THE MARKETING PLAN II. SITUATIONAL ANALYSIS • Industry/ Company review A description of the industry in which your product competes, its size, growth, current trends and developments, macro-environment factors and issues (PEST-DEG analysis); and any key factors necessary for an understanding of the setting. A snapshot of your company, including a very brief history, the firm's present status or place in the industry (e.g. size, growth, image), product lines,...
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...office personnel. Recruitment Plan Interested applicants will need to submit a detailed resume to the Internet Job board Real Match. Potential candidates will post their resume which is then searched by our HR Coordinators. Real Match pairs candidates with employers and presents the results. Real Match takes job seekers' skills and qualifications and matches them up with jobs posted by employers. Employers post jobs for free, and then view a graded and ranked list of pre-qualified candidates. We pay only to contact qualified and potential candidates. This works well with our limited budget allowances. Advertising means will also be done in the local newspapers, and through employee referral. It is important that we get a good selection pool of candidates to ensure an exceptional fit. The newspapers and internet job board will advertise our vacancy for two weeks or 10 business days. A variety of recruiting sources (both internally and externally) should be utilized to attract candidates who reflect the diversity HR values in its workforce. Every effort should be made to conduct a thorough search by advertising widely before filling our HR Receptionist position. This HR office is an Equal Opportunity and Affirmative Action Employer with a strong commitment to the achievement of excellence and...
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...begin with a thorough problem definition. Managers’ and researchers’ backgrounds differ markedly. Area of difference Organizational Position Responsibility Training Disposition toward knowledge Research motivation Line To make profit General decision making Wants answers to questions To make symptoms disappear ü ü Despite their difference, managers and researchers must develop a working relationship. The manager and researcher should develop a partnership. To find the truth Managers Staff To generate information Technique applications Wants to ask questions Researchers Research brief A research brief is a document prepared by an organisation commissioning research. Typically it contains the following sections: 2 ü ü ü ü ü ü ü Background Rationale Budget Timescale Objectives Methods Reports Hague (2004) suggest using a series of questions as a framework in order to make sure a through brief. ü ü ü ü ü ü ü ü ü These are: Why do this research? What action will be taken when the research is completed? What has caused this problem or led to this opportunity? Who are the target groups for the research? What specific information is needed from the research? What is the proposed budget Are there any initial ideas for the research method? Are there any reporting requirements? When are the finds required? Research Proposal Research proposal are prepared and submitted to the client by agencies who...
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...Case study Louise is employed by a community service organization in an area where a significant proportion of the local populations are Sudanese refugees. The organization provides support to local residents in finding work and accessing community groups, along with information about sport and recreational activities. At a team meeting, many of the case workers agree that their clients are not familiar with local facilities and amenities, including parks and sport facilities. Person to be briefed | When to brief them | Communicationmethod for brief | Information to beincluded in brief | Finance department | 5months before | Provide time, subject for presentation, place | When the money is needed by?Why the money is needed?How much money is needed?(printing cost, refreshment, venue hire) | Venue hires | 3months before | Send e-mail. Talk to on the phone, talk to them in person | Provide duration ,purpose of hire and equipment for presentation | Local newspaper | 2months before | Send e-mail. Talk to on the phone, talk to them in person | Provide time, subject for presentation, place | Promotional activities | 10weeks before | e-mail, phone and talk to them in person | Provide detail about what you promote for people, time | Print | 7weeks before | e-mail, phone and talk to them in person | Cost, due date, subject for printing | Local community | 6 weeks before | Poster, brochure, and print | Provide time, subject for presentation, place | Refreshments...
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...of the market needs. The Red Bull Company cannot afford to stop advertising any given time of the year and thus it has to have good and effective marketing plans to lure the customers. The chances of customers shifting to other competitors are high and thus Red Bull should use this marketing plan to develop loyal customers. Table of Contents INTRODUCTION 4 SWOT ANALYSIS 5 CONSUMER BEHAVIOR & MARKET ANALYSIS 6 CONSUMER POWER: 7 CUSTOMER ANALYSIS 7 MARKETING OBJECTIVES & STRATEGIES 8 TARGET MARKET PROFILE 8 POSITION STRATEGY 8 INTEGRATED CREATIVE STRATEGY STATEMENT 9 ADVERTISING OBJECTIVES 9 CREATIVE BRIEF 10 CREATIVE EXECUTION 11 MEDIA OBJECTIVES & STRATEGIES 12 REACH 12 FREQUENCY 12 ALLOCATION OF BUDGET 12 MEDIA STRATEGY 12 SCHEDULING 13 PUBLIC RELATIONS OBJECTIVES & STRATEGIES 14 PR OBJECTIVES 14 TARGET AUDIENCE 14 KEY TARGET MEDIA 14 EVALUATION PLAN 15 CONCLUSION 15 REFERENCES 16 Introduction In the 1970s, the Red Bull Company took marketing and ingredient ideas from energy drink named Krating Daeng from Thailand (Red Bull, 2015). By the year 1987, An Australian named Dietrich Mateschitz developed the Red Bull drink through the formula of Thailand drink but just not as sweet as it. The Company expanded into Hungary by the year 1992 and then in United States by the year 1997. The Company rose to billion-dollar Company by the year 2008. The year 1997 was the year when it was launched across many countries around the world. The Company is facing...
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...COMMUNICATION: ADVERTISING COMPENDIUM (C.A.C.) CHAPTER 1 — INTRODUCTION TO ADVERTISING CHAPTER OBJECTIVES 1. Discuss the elements of effective advertising. 2. Define advertising and identify its types and roles. 3. Identify the five players in the advertising world. 4. Explain the evolution of the advertising industry and the current issues it faces. CHAPTER REVIEW Effectiveness is at the heart of companies’ desire to advertise. Though advertising ultimately aids in the sale of products or services, other factors such as price or lack of distribution may influence purchase decisions. Advertising effectiveness tends to be measured in terms of communication impact such as exposure to a message, awareness of a product, attention, and involvement. Most responses can be categorized as perception (seeing), learning (thinking), persuasion (feeling), or behavior (doing). Effective advertising stems from a combination of carefully planned strategy that connects to audience members on an emotional level and that isolates a need the product fulfills, creative that delivers the strategy, and strong, arresting executions. Six components comprise the classic definition of advertising. Advertising is a paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. Advertising can be classified into one of nine types. National consumer or brand advertising focuses on building long-term brand identity...
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...How to write a case- some advice Corporate Strategy and Global policy Shanghai, January 2006 Randi Lunnan BI Norwegian School of Management Generally: You should have sufficient material in the case text and your course’s reading list to answer the case questions. If you have added information, e.g. from the internet, recent newspapers, you can include it and it may improve on your grade, although it is very possible to get an A from the material given to you. Sometimes there is little information in the case. A smart thing then to do is to take assumptions. Be, however, sure to state them clearly. If your assumptions are a bit “far off” it helps the reader a lot to be aware of them. It is always better, however, if the assumptions are reasonable and logical. Remember that your final paper is a test of how much you have learned in the course. An alternative evaluation form could be the exam. Be therefore sure to demonstrate high quality knowledge from class literature and discussions. The case exercise: There is no right or wrong answer to a case, but there could be many ways to solve a case that are better than others. A good way to solve a case includes careful insight into the competitive situation for this company – i.e. what are their main strategic challenges – and a consistent, theory based approach to how this company can meet these challenges. Hence, it is not a right or wrong game, but more a quest towards a consistent, coherent strategy choice. When you begin...
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...Contents GCSE History Exemplars for Controlled Assessment 2015-2016 Topic Area 1: Political, social and economic developments in Wales and England in the nineteenth century and the twentieth centuries This document contains the WJEC set controlled assessment exemplars for topic area 1 that are available for award up to 2016. This should be used alongside the general guide to controlled assessment available on the WJEC website. Topic Area 1: Political, social and economic developments in Wales and England in the nineteenth century and the twentieth centuries Exemplar Tasks 1. The Rebecca Riots 2. Jack the Ripper’s London 3. The Depression of the 1930s 4. Quarrying in North Wales 5. Life in the 1960s Introduction Controlled Assessment is a compulsory unit for GCSE History. Please note the following advice: These exemplars are written in a consistent style to ensure comparability of demand. These exemplars can be used for entry in any year of the current specification. Centres must change their controlled assessment tasks each year Centres must submit a proposal form for each two year cycle demonstrating to WJEC that they are using different tasks in consecutive years. Centres who are not studying any British history in their examined units must select controlled assessment tasks that focus on British history. Centres cannot mix and match parts (a) and (b) from different tasks. The controlled assessment unit can only be entered at the end of the course....
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...Cross Cultural Perspectives Derrick K. Henry Sr. ETH/316 October October 10, 2014 Donna Craft Ohio- based Owens Illinois is glass giant in the glass business, with more than 20,000 employees and more than 80 factories in over 20 countries. Serving primarily the food and beverage industries, Owen Illinois has been on the Fortune 500 list since it has been established in the 1950’s, with revenues of over 7 billion in 2009 and with the bulk of business occurring outside the United States. Since then e then it has become known as the world’s leader in glass making in 20 countries. The headquarters is located in Perrysburg, Ohio, and operates in four regions which are in Asia Pacific, Latin America, North America, and Europe. Cultural issues that affect Owen’s are the ethnicity of various plants outside the United States. Salaries vary for skilled labor from various plants in other countries due to the economy. A U.S. supervisor retains his normal pay and sometimes an increase in salary also accompanies a relocation package in other regions of the world. A non U.S. worker receives less in foreign country working for Owens but due to their relocation to the U.S. an increase will accompany them only if they decide to remain in a United States plant. Collaborating with the global organizations has been highly encouraged as well as with any organization for the benefit of being competitive and seeking best practices throughout the organization. Identification...
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...surveys) it is likely that the majority of the research you carry out will be from secondary resources such as published literature, reports, journals, databases – you will need to be realistic about what is possible in the timescale and also in the level of access to primary sources you may (or may not) have from your own personal contacts and networks. You will need to read broadly around recent issues in the financial world and link this to the other modules you are studying to identify an issue of interest. You will need to find links to academic research and carry out a critical evaluation of potential sources, then discuss this with your Business project tutors and your fellow students to develop you idea into a reasonable proposition for the full project . Your seminars will help you with this process and give opportunities to discuss your progress. An example: Maya read in the newspaper that the number of people saving in personal pensions has fallen even though she had also read that...
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...Unit 2 June 2016 A-Level Media Studies Advanced Subsidiary Examination Unit 2 MEST2 Creating Media Production Briefs To release to students on or after 1 June 2015 All teacher-assessed marks to be returned to AQA by 15 May 2016 Instructions • • • • • Overleaf you will find three Production Briefs. Each brief contains instructions for three separate tasks, each requiring you to work in different media platforms – Broadcasting, Print and e-Media. Read the briefs carefully. You should select one brief. You should then produce the material indicated for two of the tasks from your chosen brief. Information • • • You are reminded that the Production Process comprises the following: — Research — Pre-production — Production — Evaluation (1500 words) The maximum mark for this paper is 80. You will be marked on your ability to: — use good English — organise information clearly — use specialist vocabulary where appropriate. Production Brief MEST2 Read the scenarios. Choose one brief and complete two tasks on that brief. You should attempt to integrate the productions across the two chosen platforms where possible. Brief One You have decided to enter a competition being run by your local arts cinema, The Little Picturehouse. This cinema, which is part of a small chain of 12 independent arts cinemas across the country, shows a mixture of independent, foreign language and documentary films. The company prides itself on...
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...Chapter One Introduction 1.1 Introduction Risk is inherent in all aspects of a commercial operation; however for Banks and financial institutions, credit risk is an essential factor that needs to be managed. Credit risk is the possibility that a borrower or counter party will fail to meet its obligations in accordance with agreed terms. Credit risk, therefore, arises from the bank’s dealings with or lending to corporates, individuals, and other banks or financial institutions. Credit Risk Grading is an important tool for credit risk management as it helps a Bank to understand various dimensions of risk involved in different credit transactions. The aggregation of such grading across the borrower, activities and the lines of business can provide better assessment of the quality of credit portfolio of a bank or a branch. The credit risk grading system is vital to take decisions both at the pre-sanction stage as well as post-sanction stage. At the pre-sanction stage, credit grading helps the sanctioning authority to decide whether to or not to lend, what should be the pricing for a particular exposure, what should be the exposure, what should be the appropriate credit facility, what the various facilities are and what are the various risk mitigation tools to put a cap on the risk level. At the post-sanction stage, the bank can decide about the depth of the review, periodicity of the grading, and other precautions to be taken. Having considered the significance and necessity...
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...Contents ACKNOWLEDGEMENT 3 EXECUTIVE SUMMARY 4 HISTORY 7 Germany, France, and the Netherlands Lead the Way 7 British Magazines Appear 8 American Magazines 8 Mass-Appeal Magazines 9 The Saturday Evening Post 9 Youth’s Companion 10 Price Decreases Attract Larger Audiences 10 EARLY 20TH -CENTURY DEVELOPMENTS 11 NEWS MAGAZINES 11 PICTURE MAGAZINES 12 INTO THE 21ST CENTURY 12 INFLUENCE OF THE INTERNET ON THE MAGAZINE INDUSTRY 13 ONLINE-ONLY MAGAZINES 13 MAGAZINE-LIKE WEBSITES 15 PRINT MAGAZINES WITH ONLINE PRESENCES 15 PAKISTANI MAGAZINES 17 ENGLISH 18 URDU LANGUAGE 18 URDU MAGAZINES FOR CHILDREN 19 ENTREPRENEURSHIP DEVELOPMENT INSTITUTE 20 INTRODUCTION 21 VISION 21 MISSION 21 PORTFOLIO 22 STARTUP MAGAZINE 22 INTRODUCTION 23 MAGAZINE PROFILE 23 FEATURES 23 CREATIVE BRIEF 24 MEDIA PLAN 27 SITUATIONAL ANALYSIS 28 MARKETING ANALYSIS 28 PRINT MEDIA 28 DIRECT MEDIA 28 SOCIAL MEDIA 29 RADIO AD 29 MEDIA OBJECTIVES 29 MEDIA STRATEGY DEVELOPMENT AND IMPLEMENTATION 29 EVALUATION AND FOLLOW UP 30 PRINT ADS AND ITS DIFFERENT VERSION 31 RADIO ADVERTISEMENT 41 SCRIPT 41 PRINT IS NOT DEAD 42 ACKNOWLEDGEMENT EXECUTIVE SUMMARY EDI is an entrepreneurial company, launched in 2011, with an innovative vision in today’s chaotic arena. We are passionately committed to doing whatever it takes to help our clients be successful. By applying our insights and experience, we create inventive solutions that offer a...
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...INTRODUCTION The Hindu is an English –language, Indian daily newspaper. Headquartered at Chennai (formerly called Madras), The Hindu was published weekly when it was launched in 1878, and started publishing daily in 1889. According to the Indian Readership Survey in 2012, it was the third most widely read English newspaper in India (after the Times of India and Hindustan Times), with a readership of 2.2 million people. The Hindu has its largest base of circulation in southern India, especially in the states of Tamil Nadu and Kerala, and it is also the most widely read English daily in Tamil Nadu and Kerala. According to the Audit Bureau of Circulations, The Hindu had a circulation of 1.46 million copies as of December 2009. The enterprise employed over 1,600 workers and annual turnover reached almost $200 million in 2010. Subscription and advertisement are major sources of income. The Hindu became, in 1995, the first Indian newspaper to offer an online edition. It is printed at 18 locations—Chennai, Coimbatore, Bangalore, Hyderabad, Madurai, Noida, Visakhapatnam, Thiruvananthapuram, Kochi, Vijayawada, Mangaluru, Tiruchirapalli, Kolkata, Hubli, Mohali, Allahabad, Kozhikode and Lucknow . The Hindu was founded in Madras on 20 September 1878 as a weekly by four law students (T. T. Rangachariar, P. V. Rangachariar, D. Kesava Rao Pantulu and N. Subba Rao Pantulu) led by G. Subramania Iyer, a school teacher from Tanjore district and M. Veeraraghavachariar, a lecturer at Pachaiyappa's...
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