...can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor’¹. (Philip Kotler, et al., Principles of Marketing, 2002).That means that advertising is the device used by the companies to communicate with them consumers. Advertising is playing an important part in both, the companies life and the consumer also.: for companies because through advertising they promote or market them products, so they are able to sell large stocks of goods that they produce and create demand for new products and offers, and for consumers because enable them to choose between different types of products on the market. In Latin, ad vertere means "to turn toward".] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. BRIEF HISTORY OF ADVERTISING Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in...
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...CHAPTER 1 THE INFORMATION AGE IN WHICH YOU LIVE: CHANGING THE FACE OF BUSINESS JUMP TO THE SUPPORT YOU WANT • Lecture Outline • Modules, Projects, and Data Files • Slide Reviews • Closing Cases • Short-Answer Questions • Assignments and Exercises • Discussion Questions • Industry & Global Perspectives • Additional Assignments and Exercises CONTACT INFORMATION: Stephen Haag (shaag@du.edu) STUDENT LEARNING OUTCOMES 1. Define management information systems (MIS) and describe the three important organizational resources within it – people, information, and information technology. 2. Describe how to use break-even analysis to assess the financial impact of information technology. 3. Describe how to use Porter’s Five Forces Model to evaluate the relative attractiveness of and competitive pressures in an industry. 4. Compare and contrast Porter’s three generic strategies and the run-grow-transform framework as approaches to the development of business strategy. CHAPTER SUMMARY This chapter serves two primary purposes. First the chapter introduces your students to the broad notion of management information systems within an organization and the three key resources on which MIS focuses – people, information, and information technology. Second, the chapter jumps right into the process of appropriately selecting which technologies to use based on the industry in which your organization operates, the identified...
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...Case 1 USA Today: Innovation in an Evolving Industry* Synopsis: As the entire newspaper industry sits on the brink of collapse, Gannett and USA Today work to avoid disaster and transform the nation’s most read newspaper into tomorrow’s best resource for news and information. This case reviews the history of USA Today, including its continued use of innovation to stay on top of the technological and sociocultural shifts that are rapidly changing the newspaper industry. In the face of continual competition across a variety of media sources, the future of USA Today depends on its ability to continually push the envelope of innovation and offer value-added, proprietary content to ensure continued differentiation and the future of the USA Today brand. Themes: Product strategy, innovation, target marketing, distribution strategy, changing technology, changing sociocultural patterns, customer relationships, competition, differentiation, strategic focus, SWOT analysis Case Summary USA Today is the most successful and highly visible newspaper that students have seen and read on a national basis. The case provides an overview of Gannett's strategic marketing approach to launching and growing this unique newspaper. When USA Today debuted in 1982, it achieved rapid success due to its innovative format. No other media source had considered a national newspaper written in shorter pieces than a traditional paper and sprinkled with eye-catching, colorful photos, graphs, and charts. Designed...
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...Case 1 USA Today: Innovation in an Evolving Industry* Synopsis: As the entire newspaper industry sits on the brink of collapse, Gannett and USA Today work to avoid disaster and transform the nation’s most read newspaper into tomorrow’s best resource for news and information. This case reviews the history of USA Today, including its continued use of innovation to stay on top of the technological and sociocultural shifts that are rapidly changing the newspaper industry. In the face of continual competition across a variety of media sources, the future of USA Today depends on its ability to continually push the envelope of innovation and offer value-added, proprietary content to ensure continued differentiation and the future of the USA Today brand. Themes: Product strategy, innovation, target marketing, distribution strategy, changing technology, changing sociocultural patterns, customer relationships, competition, differentiation, strategic focus, SWOT analysis Case Summary USA Today is the most successful and highly visible newspaper that students have seen and read on a national basis. The case provides an overview of Gannett's strategic marketing approach to launching and growing this unique newspaper. When USA Today debuted in 1982, it achieved rapid success due to its innovative format. No other media source had considered a national newspaper written in shorter pieces than a traditional paper and sprinkled with eye-catching, colorful photos, graphs, and charts. Designed...
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...Big Data is Scaling BI and Analytics How the information surge is changing the way organizations use business intelligence and analytics Information Management Magazine, Sept/Oct 2011 Shawn Rogers Like what you see? Click here to sign up for Information Management's daily newsletter to get the latest news, trends, commentary and more. The explosive growth in the amount of data created in the world continues to accelerate and surprise us in terms of sheer volume, though experts could see the signposts along the way. Gordon Moore, co-founder of Intel and the namesake of Moore's law, first forecast that the number of transistors that could be placed on an integrated circuit would double year over year. Since 1965, this "doubling principle" has been applied to many areas of computing and has more often than not been proven correct. When applied to data, not even Moore's law seems to keep pace with the exponential growth of the past several years. Recent IDC research on digital data indicates that in 2010, the amount of digital information in the world reached beyond a zettabyte in size. That's one trillion gigabytes of information. To put that in perspective, a blogger at Cisco Systems noted that a zettabyte is roughly the size of 125 billion 8GB iPods fully loaded. Advertisement As the overall digital universe has expanded, so has the world of enterprise data. The good news for data management professionals is that our working data won't reach zettabyte scale for some...
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...Strategic Management_Assesment01_Melgie Nebiar 701476_Ma. Janine So 701337_Rhea Lyn Haro 701495_2016BusT1L7B The evolution of strategy planned at Yahoo and their response to unforeseen events happening in its external and internal environments. The evolution of strategic planning of Yahoo was base on the improvement in their basic character and structures, educating the users in the internet world which is “Gerry’s Guide to the world wide web” which later on called yahoo and analyzing the competitive environment through over-viewing the industry’s demand with the use of internet economic features. (thompson, 2003) The strategy begins when the founders of the yahoo Jerry Yang and David Filo accidentally created one of the world’s first web directories that enable to help the web users on finding things in the web (1994). Hypothetically it was an era of computers, expecting a lot of new users such as business related companies etc. and also involving curios individual to access the net world, later on, their directories called Yahoo stand for “yet another hierarchical officious oracle” (http:/www.yahoo.com). Yahoo was drawing over 100,000 people a day that made to come with up with the new strategy making Yahoo into a business, the business model was derived revenues from renting advertising space on the pages of the fast growing directory. Coming up with this new strategy it needs a capital fund for the investment in servers which provide them by Sequoia Capital a Silicon...
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...Advertising Management Assignment “Analysis of 6 TV Advertisements” Table of Contents Sl. No. I II III IV V VI VII VIII IX X Introduction Advertisement 1 – Mountain Dew’s “Bad Cheetah” Ad Advertisement 2 – Kinetic Blaze Introductory Ad Advertisement 3 – Gillette’s “Champions” Ad Advertisement 4 – Orbit White Chewing Gum “Cow” Ad Advertisement 5 – VISA’s Pierce Brosnan Ad Advertisement 6 – Surf Excel’s Ad (Brother & Sister Duo) TV Advertising Advertising Success Conclusion Topic Introduction A television advertisement or television commercial is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. Many television advertisements feature catchy jingles (songs or melodies) or catchphrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or “riffs” that may appear in other forms of media, such as...
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...Advertising Management Assignment “Analysis of 6 TV Advertisements” Table of Contents Sl. No. I II III IV V VI VII VIII IX X Introduction Advertisement 1 – Mountain Dew’s “Bad Cheetah” Ad Advertisement 2 – Kinetic Blaze Introductory Ad Advertisement 3 – Gillette’s “Champions” Ad Advertisement 4 – Orbit White Chewing Gum “Cow” Ad Advertisement 5 – VISA’s Pierce Brosnan Ad Advertisement 6 – Surf Excel’s Ad (Brother & Sister Duo) TV Advertising Advertising Success Conclusion Topic Introduction A television advertisement or television commercial is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. Many television advertisements feature catchy jingles (songs or melodies) or catchphrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or “riffs” that may appear in other forms of media, such as...
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...Search Marketing/PR Creating a Competitive Analysis Unless you are first to market with a highly unique product, you have competition. The first step to winning in any market is analyzing and understanding your competition Brenda Keener By Brenda Keener on Aug 18, 2006 Login to post a comment Ads by Google Business Intelligence Evaluate & Implement Open Source BI Download Cost / Benefits Report. www.Jaspersoft.com SWOT Analysis Tool Use mindmapping to create SWOT Analysis reports. Free 30 day trial www.Mindjet.com Fight to Win! - Brenda Keener Why Create Competitive Analyses? Today's business environment is fast paced, with both business owners and marketers spending much of their time taking care of tactical issues with no time for strategic ones. A mistake I have seen made by many overworked small and large company marketers is to overlook the importance of a competitive analysis. "I deal with the competition every day, why do I have to write it down?" is the comment I hear. Or, " We did that when we first launched our product - two years ago." Once you take the time to create an organized competitive analysis that includes ALL current data, you will find that insights as to your product and positioning jump out at you - insights you may not have otherwise had through just day to day interactions. A well written competitive analysis will pay many dividends in the future, and will serve as an ongoing...
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...The Twitter Case Final for Advanced Business Structures Ivana Paraca April 30, 2013 Table of Contents List of Figures 3 List of Tables 3 Introduction 4 Business Background and Specifications 4 Product and service lines by revenues and profit margin 4 Twitter’s Rise in Revenue 5 Twitter’s products and services 6 Twitter Business Model 7 Geographical distribution of Twitter services 7 Competitor analysis (sales, products and geographical distribution of services) 9 Size of the Marketing and Communication budget of Twitter and that of its competitors 10 Twitter’s Business Strategies 10 Define and characterize the type of control strategy Twitter uses 11 Company Policies 12 Define and characterize the type of change 12 Identify the growth and differentiation policies of the company 13 Twitter and Virtual Teams 15 Innovation and Improvements 16 Wholefoods and Twitter 16 Improvements for stakeholders 17 Conclusion 17 References 19 List of Figures Figure 1: Twitter Ad Revenues Worldwide, 2011-2015 (In millions USD and % change) 6 Figure 2: Global Distribution of Twitter Users 8 Figure 3: Twitter Users Created, 2006-2010 9 Figure 4: Porter's Generic Strategies 11 Figure 5: Twitter's Product Differentiation 14 List of Tables Table 1: Twitters Financials 5 Table 2: Facebook's Marketing and Sales Costs 10 Introduction Without a doubt social media has greatly altered the way people, companies...
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...Mekanism Case Report Prepared by: Team #2 Heather Youmans Jason Case Jessica Marie-McClintock Meharvan Singh Michelle Roshanzamir 1. Problem statement Mekanism began as a small production shop that ad agencies hired to create digital media content for their clients. Over time, Mekanism evolved into a creative production company with expertise in making content go viral. Between the years of 2008 and 2010, using its storytelling creative approach coupled with a multifaceted social-media distribution system, Mekanism proved to be successful in many viral campaigns. With consumers’ ability to skip ads and the changing media landscape, more-and-more clients seemed willing to take a chance with viral advertising. Viral marketing was initially sought out by small advertisers, because of its promise to reach millions of consumers quickly and cheaply. After seeing the success of viral marketing, major advertisers began to use this promotional tool. As Mekanism began taking in business from big-name brands like Pepsi, Nike, and Microsoft, the company started to flourish, experiencing 32% year-over-year average growth from 2007 to 2010. Yet in 2010, the firm only grew 10% in billings with fewer new clients signing on with the company. This lack of potential growth made it apparent that Mekanism needed change. In order to sustain the growth of their company and fend off competition, upper management needs to define their next step. Should they stay with what...
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....... 11 1.1 1.2 1.3 1.4 Functional Organization of the Executive Team ................................................................... 12 Goals and Strategic Direction ................................................................................................ 14 Company Name ..................................................................................................................... 15 Executive Briefings ................................................................................................................ 15 2. Chapter: Market Research................................................................................................. 23 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 Initial Research: Market Opportunity Analysis (MOA) .......................................................... 24 Types of Information Available ............................................................................................. 25 Precision of Survey...
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...Marketing Plan: Naturalista Hair, Inc. TeWanda M Terry Southern New Hampshire University Executive Summary Naturalista Hair Inc, is a start-up hair care company located in Greenville, North Carolina that manufactures hair accessories, and organic hair products for natural hair. In addition, Naturalista Hair main products are conditioners, shampoos, and moisturizers for hair. Natural hair in the African American community has become not only a trend or style, but also a lifestyle change for many men and women (Opiah, 2014). Many women with natural hair are looking for more products each day that have organic ingredients and do not contain chemicals or additives that can damage their growing hair. Although there are many companies of natural hair care products, few are using organic ingredients in their products like Naturalista Hair. With Naturalista Hair using all organic and natural ingredients it provides a great opportunity for market growth in the area. Natural hair is a rising lifestyle change especially for African American women and women who have kinky, curly hair. The natural hair products are one section of the hair-care market that is ignored and underserved by the market. There are, however a growing number of hair products competition, including companies that manufacture hair products for African American women with chemical relaxed hair (Mintel, 2013). Naturalista Hair will work to grow the natural hair care market and also help to educate people on...
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...X-ray showing a tumor in the lung (marked by arrow) ICD-10 C33-C34 ICD-9 162 DiseasesDB 7616 MedlinePlus 007194 eMedicine med/1333 med/1336 emerg/335 radio/807 radio/405 radio/406 MeSH D002283 Lung cancer (also known as carcinoma of the lung) is a malignant lung tumor characterized by uncontrolled cell growth in tissues of the lung. If left untreated, this growth can spread beyond the lung by process of metastasis into nearby tissue or other parts of the body. Most cancers that start in the lung, known as primary lung cancers, are carcinomas that derive from epithelial cells. The main primary types are small-cell lung cancer (SCLC), also called oat cell cancer, and non-small-cell lung cancer (NSCLC). The most common symptoms are coughing (including coughing up blood), weight loss, shortness of breath, and chest pains.[1] The most common cause is long-term exposure to tobacco smoke,[2] which causes 80–90% of lung cancers.[1] Nonsmokers account for 10–15% of lung cancer cases,[3] and these cases are often attributed to a combination of genetic factors,[4] and exposure to; radon gas,[4] asbestos,[5] and air pollution[4] including second-hand smoke.[6][7] Lung cancer may be seen on chest radiographs and computed tomography (CT) scans. The diagnosis is confirmed by biopsy[8] which is usually performed by bronchoscopy or CT-guidance. Treatment and long-term outcomes depend on the type of cancer, the stage (degree of spread), and the person's overall health, measured by performance...
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...http://vk.com/caseogolics CASE INTERVIEW SECRETS A FORMER MCKINSEY INTERVIEWER REVEALS HOW TO GET MULTIPLE JOB OFFERS IN CONSULTING VICTOR CHENG Innovation Press Seattle This book and the information contained herein are for informative purposes only. The information in this book is distributed on an as-is basis, without warranty. The author makes no legal claims, express or implied, and the material is not meant to substitute legal or financial counsel. The author, publisher, and/or copyright holder assume no responsibility for the loss or damage caused or allegedly caused, directly or indirectly, by the use of information contained in this book. The author and publisher specifically disclaim any liability incurred from the use or application of the contents of this book. All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, including electronic, mechanical, photocopy, recording, or otherwise, without the prior written permission of the publisher. Throughout this book, trademarked names are referenced. Rather than using a trademark symbol with every occurrence of a trademarked name, we state that we are using the names in an editorial fashion only and to the benefit of the trademark owner, with no intention of infringement of the trademark. Copyright © 2012 Victor Cheng All rights reserved. Published by Innovation Press 93 S. Jackson St., #75551, Seattle, WA 98104 ISBN 978-0-9841835-3-1 For Julia and the girls FREE BONUS...
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