...Message Strategy: Marketing Pro Choice and Anti Tobacco Related Messages Table of Contents Introduction…………………...…………………………………………………………………...4 The Steps of a Message Strategy (referencing a CDC Campaign)………….…………………….5 First Step of Message Strategy………………………………...………………………….5 Second Step of Message Strategy……………………………………...……………..…...6 Last Step of Message Strategy…………………………………………………………….7 Target Audiences……….…………………………………………………………………………8 Message Strategy Appeals.………………………………………………………………………..9 Conclusion……………………..………………………………………………………………...10 References……………………......………………………………………………………………12 Introduction Message strategy is the specific determination of what a company wants to say and how it wants to say it. The elements of a message strategy include verbal, nonverbal, and technical components that are also called rationale (Message Strategy, n.d.). A message strategy can be considered a foundation of marketing. It needs to be strong or a company’s marketing efforts will fall apart. A marketing strategy makes it easier to deliver the same message across all marketing media including websites, brochures, advertisements, and presentations to investors, industry analysts, and prospects (Abinanti, para. 2). Consistent execution of the same message is a critical factor in successful marketing. In this paper, message strategy will be researched and demonstrated through the marketing of pro choice tobacco and anti tobacco related messages. The...
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...Does social marketing have a future? Social marketing has grown significantly recent years with increasing interest in the field. However, social marketing hasn’t reached it’s full potential yet, with no clear understanding of the field and what its role should be compared to other approaches to social change. As the growth of technology and the birth of Internet, social marketing has never been more relevant and highlighted in the field of marketing that it has today. This essay will evaluate past and current thinking on social marketing based on a range of academic and practitioner sources. Social marketing have often confused people to its definition. It has sometimes been regularly confused with societal marketing (Andreasen, 1995) whereas others have proposed it to be social responsibility campaigns when supported by commercial operatives, were it adds assets to the public in well-being efforts (Hastings and Angus, 2011). Yet, it’s original definition stated that; social marketing is the control, implementation and design of programs estimated to effect the appropriateness of social notions and concerning thoughts of product preparation, communication, price, marketing research and distribution (Kotler and Zaltman, 1971). Social marketing was formerly stimulated in an article written by the sociologist G. D. Wiebe in 1952 (Andreasen, 2002). Wiebe was anxious that marketing wasn’t related to troubles such as were friendship could be sold as rewarded goods (Corner...
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...UNIVERSITY OF THE PHILIPPINES Bachelor of Arts in Communication Research Joyce M. Aguillon Precious B. Romano SmokeCheck: A Study on the Effects of NCR Male High School Students’ Exposure to and Recall of Anti-Smoking Advertisements to Their Perceptions of and Attitudes toward Smoking Thesis Adviser: Professor Randy Jay C. Solis College of Mass Communication University of the Philippines Diliman Date of Submission April 2012 Permission is given for the following people to have access to this thesis: Available to the general public Available only after consultation with author/thesis adviser Available only to those bound by confidentiality agreement Student’s signature: Student’s signature: Signature of thesis adviser: Yes No No UNIVERSITY PERMISSION I hereby grant the University of the Philippines non-exclusive worldwide, royalty-free license to reproduce, publish and publicly distribute copies of this thesis or dissertation in whatever form subject to the provisions of applicable laws, the provisions of the UP IPR policy and any contractual obligations, as well as more specific permission marking on the Title Page. Specifically I grant the following rights to the University: a) to upload a copy of the work in these database of the college/school/institute/department and in any other databases available on the public internet; b) to publish the work in the college/school/institute/department journal, both in print and ...
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...4 int Po ing g urn etin f T rk s o ma l rie se ocia a in on s rth ces u Fo our res The Manager’s Guide to Social Marketing Using Marketing to Improve Health Outcomes from the Social Marketing National Excellence Collaborative THE MANAGER’S GUIDE TO SOCIAL MARKETING The Manager’s Guide to Social Marketing is one of several social marketing resources available for public health professionals from Turning Point, and the Turning Point Social Marketing National Excellence Collaborative, funded by The Robert Wood Johnson Foundation. It is intended as a stand-alone tool to help you apply effective social marketing to your public health programs and practices. It may be integrated with other social marketing resources, many of which are available free of charge. Visit www.turningpointprogram.org or check the More Resources For You section at the end of this publication for more information. Acknowledgements The Manager’s Guide to Social Marketing was developed under the auspices of the Turning Point Social Marketing National Excellence Collaborative, one of five national collaboratives working to strengthen and transform public health as part of the Turning Point Initiative. Seven states and two national partners participated in this project: Illinois, Ohio, Maine, Minnesota, New York, North Carolina, Virginia, the Association of State and Territorial Health Officials, and the Centers for Disease Control and Prevention. The Robert Wood Johnson Foundation provided...
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...Smoke-Free Ontario Strategy Evaluation Report Ontario Tobacco Research Unit November 2012 Smoke-Free Ontario Strategy Evaluation Report Suggested Citation: Ontario Tobacco Research Unit. Smoke-Free Ontario Strategy Evaluation Report. Toronto: Ontario Tobacco Research Unit, Special Report, November 2012. Ontario Tobacco Research Unit ii Smoke-Free Ontario Strategy Evaluation Report Acknowledgements Many people were involved in the preparation of this report. Key authors are Robert Schwartz, Shawn O’Connor, Alexey Babayan, Maritt Kirst, and Jolene Dubray. Marilyn Pope, David Ip, Pamela Kaufman, and Marian Smith provided editorial comments on an earlier draft and Sonja Johnston provided production assistance. The interpretation and opinions expressed in this report are the responsibility of the Principal Investigators of the Ontario Tobacco Research Unit (OTRU): Susan Bondy, University of Toronto K. Stephen Brown, University of Waterloo Joanna Cohen, Johns Hopkins Bloomberg School of Public Health, University of Toronto Roberta Ferrence, University of Toronto, Centre for Addiction and Mental Health John M. Garcia, University of Waterloo Paul McDonald, University of Waterloo Robert Schwartz, University of Toronto, Centre for Addiction and Mental Health Peter Selby, Centre for Addiction and Mental Health, University of Toronto Ontario Tobacco Research Unit iii Smoke-Free Ontario Strategy Evaluation Report Table of Contents Acknowledgements...
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...M A K I N G Y O U R W O R K P L A C E S M O K E F R E E A D E C I S I O N G U I D E M A K E R ’ S M A K I N G Y O U R W O R K P L A C E S M O K E F R E E A D E C I S I O N G U I D E M A K E R ’ S U.S. Department of Health and Human Services Centers for Disease Control and Prevention Office on Smoking and Health Wellness Councils of America American Cancer Society PREFACE As scientific evidence documenting the health hazards posed by environmental tobacco smoke (ETS) continues to mount, workplace decision makers have more reason than ever to protect employees from exposure to ETS on the job. The U.S. Environmental Protection Agency concluded in January 1993 that each year ETS kills an estimated 3,000 adult nonsmokers from lung cancer and that the workplace is a significant source of ETS. In a recent study, nonsmoking employees exposed to ETS at work but not at home had significantly higher levels of a nicotine metabolite in their blood than did nonsmoking workers with no work or home exposure to ETS. Levels of exposure to ETS are lowest in smokefree workplaces. Even before these recent studies were available, the U.S. Surgeon General had determined in 1986 that ETS is a cause of disease, including lung cancer, in otherwise healthy nonsmokers. The Surgeon General also reported that the simple separation of smokers and nonsmokers within the same airspace may reduce, but does not eliminate, the exposure of nonsmokers to ETS. In 1991, the National Institute of Occupational...
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...‘ THE BUSINESS OF MASS MEDIA Advertising and Commercial Culture 345 Early Developments in American Advertising 351 The Shape of U.S. Advertising Today 359 Persuasive Techniques in Contemporary Advertising 366 Commercial Speech and Regulating Advertising 374 Advertising, Politics, and Democracy Back in 1993, the trade magazine Adweek wrote about “The Ultimate Network”— something called the Internet: “Advertisers and agencies take note: It has the potential to become the next great mass/personal medium.”1 The prediction was correct, if not understated. The Internet has become a huge medium for advertisers, targeting audiences more precisely than any medium before it. Yet, none of the venerable ad agencies at that time could have guessed that an Internet start-up—Google— would become bigger than the leading multinational advertising holding companies like Omnicom, WPP, Interpublic, and Publicis. Nearly 99 percent of Google’s $16.6 billion revenue in 2007 came from advertising. THE BUSINESS OF MASS MEDIA B 343 ‘ ADVERTISING However, Google is different from the Madison Avenue agencies. It doesn’t design witty, slick ad campaigns. Instead, it facilitates the dull but effective text-based sponsored links that appear in Google searches or on affiliated sites. “We are in the really boring part of the business…the boring big business,” Google’s CEO Eric Schmidt says.2 What Google’s ads lack in creativity, they make up in precision. Google’s AdWords advertising...
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...CONTENTS Sl No Description Page No 1. Acknowledgement 2 2. What is meant by Advertisement 4 3. What is Ethics? 5-7 4. Ethics of Advertisement : Introduction 8-9 5. Ethics & Advertising 10-17 6. Ethics of Advertising 18-21 7. Some Ethical & Moral principles 22-26 8. The Ethics of Behavioral Advertisement 27-30 9. Attention, But at What Cost! 31-38 10. Benefits of Ethical Advertising 39-42 11. Harm done by Unethical Advertising 43-48 12. Conclusion 49 13. Bibliography 50 What do you mean by advertisement? Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. “While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create ‘world cultural convergence’, to homogenize consumer tastes and engineer a ‘convergence...
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...Incident | | X | X | X | X | | | X | | | X | X | | | | | | | | 1–3 Coke and Pepsi Learn to Compete in India | | | | X | X | X | | | | | X | X | | | | | | | | 1-4 Marketing Microwave Ovens to a New Market Segment | | | | X | X | | | | | | X | X | | | | | | X | | 2–1 The Not-So-Wonderful World of EuroDisney | | | | X | | X | X | X | | | X | | | | | | | X | | 2-2 Cultural Norms, Fair and Lovely, and Advertising | | | | X | X | | | X | | | X | X | | | | | | | | 2–3 Starnes-Brenner Machine Tool Company – To Bribe or Not to Bribe | | | | | X | | X | | | | | | | | | | X | | | 2-4 Ethics and Airbus* | | | | X | X | X | X | | | | | | X | | | | | | | 2–5 Coping with Corruption in Trading with China | | | | | X | X | X | | | | | | | | | | | | | 2–6 When International Buyers and Sellers Disagree | | | | | | | X | | | | | | | | X | | | | | 2-7 McDonald’s and Obesity | | | | X | X | | | | | | X | X | X | | | X | | | | 3-1 International Marketing Research at Mayo Clinic | | | | | | | | X | | | | | | | | | | | | 3–2 Swifter, Higher, Stronger, Dearer | | | | | | | | X | | | X | | | | | | | | | ...
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...will it have to shut down its business? McDonald’s fast food has for a long time been considered unhealthy by the public. In recent years, the health conscious trends have become increasingly popular. Moreover, many scientific studies and findings have surfaced and successfully confirmed that children’s increasing intake of fast food, which often contains high sodium content, sugars, saturated fats, and calories, for a long period of time would lead to childhood obesity. Moreover, obese children have a much higher risk of many health problems such as coronary heart disease, high blood pressure, diabetes, and certain cancers--all of which are fatal if left untreated. In 2010, a mother from California sued McDonald’s over the company’s marketing practice of Happy Meal. The mother claimed that McDonald’s used alluring toys to lure kids into Happy Meal. This lawsuit, which might be viewed by many as senseless and absurd, was one of McDonald’s biggest cases. In order to come out of the lawsuit ahead, this largest fast food chain had to undergo some major organizational changes. In this paper, we would like to use the knowledge learned in the class to analyze the event (the lawsuit) and its effects on McDonald’s. The paper will have four main parts. In the first part, we provide a brief introduction of the company, McDonald’s, and the lawsuit. In the second part, we will use the concepts learned in class to analyze Happy Meal’s influencing strategies and the organizational changes...
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...PART 1 NUTRITION AND ATHLETE HEALTH The sport of athletics includes a wide range of events whose requirements range from speed to endurance, from a light physique to explosive power, and from multiple events lasting less than a minute to a single race lasting more than 2–3 hours. Despite the extreme contrast in these characteristics, all athletes share some common nutrition goals (see Table 6-1). This chapter will briefly explore these goals. Table 6-1. The athlete’s nutrition goals. Characteristic Everyday eating or training diet The athlete’s nutrition-related goals • Achieve and maintain a physique that is suited to the event • Eat to stay healthy and injury-free • Train hard and promote optimal adaptations and recovery from the training programme • Practice competition eating in training to fine tune strategies • Prepare adequate fuel stores for the event • Eat and drink well on competition day to prepare for an event and to recover between multiple events • During prolonged events (> 1 hour), replace fluid and carbohydrate to enhance performance • Achieve competition strategies when traveling • Make use of specialised sports foods to meet nutritional goals when it is impractical to eat everyday foods • Make wise decisions about the use of nutritional ergogenic aids based on cost: benefit analysis Competition eating Sports foods and dietary supplements A. The Training Diet 1. Achieving Energy Needs Energy needs vary according to body size, the energy cost of training...
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...“GET FIT” Youth Athletic Program Curriculum Middle School & High School Ages 11-17 Athletic Director: Darian Witherspoon Table of Contents Section 1 – Mission and Philosophy Statement………………………………………………........................3 Section 2 – Goals and Objectives…………………………………………………………………………………………..….…...4 Goals………………………………………………………………………………………………………………………………………………4 Objectives……………………………………………………………………..………………….…………………………..……………6 Section 3 – Instructional Model……………………………………………………………………………………………………….8 Basketball…………………………………………………………………………………………………………………………..……….8 Flag Football…………………………………………………………………………………….………………..……………….....…10 Soccer…………………………………………………………………………………………………………………………………………...12 Volleyball…………………….………………………………………………………………………………………………….………….14 Floor Hockey………………………………………………………………………………………………………………………..……16 Softball………………………………………………………………………………………………………………………………………...18 Section 4 --Discussion Model…………………………………………………………………………………………………………….19 Obesity…………………………………………………………………………..…………………………………………………………….19 Bullying…………………………………………………………………………………………………………………………………………26 Section 5 --Personal / Social Responsibility and Participation Model………………………..27 Section 6 --Drugs and Alcohol……………………………………………………………………………………….…………………..28 Section 7 --Positive Impact of Athletics……………………………………………………………………………………….29 Section 8 – Program...
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...Website: www.cbse.nic.in Phone: 23220155 Email-id: sugandh.cbse@live.com (An Autonomous Organization under the Union Ministry of Human Resource Development, Govt. of India) CENTRAL BOARD OF SECONDARY EDUCATION “Shiksha Sadan ”, 17, Rouse Avenue, New Delhi-110 002 ACAD/CBSE/EO(C)/2012 Circular No. Acad-9/2012 2nd May, 2012 All the Heads of the CBSE affiliated schools Subject: Guidelines for Project Work in Business Studies for Classes XI and XII w.e.f. the academic session 2012-13 and the Board Examination 2013. Dear Principal, Kindly refer to the Business Studies syllabus for Classes XI and XII pertaining to the Board Examination year 2013 which provides for Project Work of 10 marks in both the classes at senior school level. The Board has brought out Guidelines for Project Work for perusal of the Business Studies teachers. Kindly bring these to the notice of concerned teachers and students. The teachers are requested to ensure that the project work assigned to the students whether individually or in group are discussed at different stages right from assignment to drafts review and finalization. Students should be facilitated in terms of providing relevant materials or suggesting websites, or obtaining required permissions from business houses, malls etc for their project. The 16 periods assigned to the Project Work should be suitably spaced throughout the academic session. The teachers MUST ensure that the students actually go through the rigors and enjoy the process...
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...Website: www.cbse.nic.in Phone: 23220155 Email-id: sugandh.cbse@live.com (An Autonomous Organization under the Union Ministry of Human Resource Development, Govt. of India) CENTRAL BOARD OF SECONDARY EDUCATION “Shiksha Sadan ”, 17, Rouse Avenue, New Delhi-110 002 ACAD/CBSE/EO(C)/2012 Circular No. Acad-9/2012 2nd May, 2012 All the Heads of the CBSE affiliated schools Subject: Guidelines for Project Work in Business Studies for Classes XI and XII w.e.f. the academic session 2012-13 and the Board Examination 2013. Dear Principal, Kindly refer to the Business Studies syllabus for Classes XI and XII pertaining to the Board Examination year 2013 which provides for Project Work of 10 marks in both the classes at senior school level. The Board has brought out Guidelines for Project Work for perusal of the Business Studies teachers. Kindly bring these to the notice of concerned teachers and students. The teachers are requested to ensure that the project work assigned to the students whether individually or in group are discussed at different stages right from assignment to drafts review and finalization. Students should be facilitated in terms of providing relevant materials or suggesting websites, or obtaining required permissions from business houses, malls etc for their project. The 16 periods assigned to the Project Work should be suitably spaced throughout the academic session. The teachers MUST ensure that the students actually go through the rigors and enjoy the process...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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