...ADVERTISING'S FIFTEEN JIB FOWLES* BASIC APPEALS Emotional Appeals THE NATURE OF EFFECTIVE advertisements was recognized full well by the late media philosopher Marshall McLuhan . In his Understanding Media, the first sentence of the section on advertising reads, "The continuous pressure is to create ads more and more in the image of audience motives and desires ." By giving form to people's deep-lying desires, and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication . And that is the immediate goal of advertising : to tug at our psychological shirt sleeves and slow us down long enough for a word or two about whatever is being sold . We glance at a picture of a solitary rancher at work, and "Marlboro" slips into our minds . Advertisers (I'm using the term as a shorthand for both the products' manufacturers, who bring the ambition and money to the process, and the advertising agencies, who supply the know-how) are ever more compelled to invoke consumers' drives and longings ; this is the "continuous pressure" McLuhan refers to . Over the past century, the American marketplace has grown increasingly congested as more and more products have entered into the frenzied competition after the public's dollars. The economies of other nations are quieter than ours since the volume of goods being hawked does not so greatly exceed demand . In some economies, consumer wares...
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...1.1 Analyse how types of assessment are used in lifelong learning Assessments should be a regular process; it might not always be formalised, but you should be observing what your students are doing, asking questions and reviewing their progress throughout their time with you (Gravells 2012). It Is a way of finding out if learning has taken place .It enables to ascertain whether the student has gained the required skills, knowledge and attitudes needed at a given point towards their programme of learning. Assessment is not another term for evaluation: assessment is of the students whereas evaluation is of the program. Assessment is specific towards student’s achievements and how they can improve. Assessment are internally or externally set. Assessment types There are three types of assessment used in lifelong learning sector depending upon the subject and the requirements. They are Initial Assessment, Formative Assessment and Summative Assessment. Initial Assessment This is the formal way of ascertaining student’s prior skills and knowledge of the subject to be taken and whether they have any specific needs. Initial assessments will help to identify any particular aspects which may otherwise go unnoticed and also ensuring equality and diversity are met. Initial assessment will give information regarding about students, for example, any specific assessment requirements or needs they may have, their learning style or any further training and support their need. ...
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...Good afternoon, Ladies and Gentleman. Welcome to Pacific Rim Economics Forum. My name is Amy Shi, Director, Taichung Business Development Bureau. Today I would like to talk about the advantages of Taichung as a place of investment. So first I am going to introduce Taiwan. The Republic of China(Taiwan) was founded in 1912, making it the first democratic republic in Asia. In 1949, the government moved to Taiwan and maintained jurisdiction over an area encompassing the islands of Taiwan, Penghu, Kinmen, Matsu, Dongsha, Zhongsha, and Nansha. Population is about 23 million. Taiwan's total land area is about 36,000 square kilometers (14,400 square miles). It is shaped like a leaf that is narrow at both ends. It lies off the southeastern coast of mainland Asia, across the Taiwan Strait from China-- an island on the western edge of the Pacific Ocean. To the north is Japan; to the south is the Philippines. Many airlines fly to Taiwan, making it the perfect travel destination. The Taiwan government has established 9 national parks and 13 national scenic areas to preserve Taiwan's best natural ecological environment and cultural sites. There are various ways to discover the beauty of Taiwan. The political and legal statuses of Taiwan are contentious issues. The People's Republic of China (PRC) claims that the Republic of China government is illegitimate, referring to it as the "Taiwan Authority". The ROC, however, with its own constitution, independently elected president and armed...
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...Task: In a short (1 page, 12 font, Times New Roman) written response explain what are your research interests. What business topics seem interesting, promising, puzzling for you? Why do you think they are important? Copycat Products At present, there are many copycat products in market which are important problems. Thus, it should be solved that may effort to manuscript and consumer such as price, misunderstand, quality and circulation. First of all, we can clearly see that price of goods is significant to choose buying a product because price is different of two products but the body looks like at the same. For example, shampoo brand of head and shoulders and boots look like at the same the body and qualification but price is different of head and shoulders $4.79 and boots $2.2. Thus, some customer might need cheap goods price. Because it may have attribute which some customer accept more than brand. Secondly, misunderstand in products look like at the same which some consumer thinks at the same. For example, sparking water of Dr.pepper and Dr.publix which in supermarket, it will be in the same shelf that some consumer have bought one by mistake. Moreover, factor of quality is essential consumer. Take quality as the example, flavor of sparking water which it can’t make at the same. They may like it or don’t like it which it is effecting to circulation. At last, circulation of products is important which it is effect to original product because copycat product will be...
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...Qatar Airways has challenged all odds over the past 18 years. Primarily an airline company with the aim of providing route convenience travel means of travelling through Doha, now a commercial entity to Qatar and vice versa. Currently the youngest and fastest growing airline at international level Qatar Airways is catching up and sweeping off previous market leaders. However, Doha’s less prolific airport overshadows the airlines extravagant. Qatar Airways didn’t have to work as hard as some of the prolific names in the aviation business to get to where they are today as, twice, external influences came to its favour. The 09/11 incident that plagued western airline companies and the economic recession that affected most of the world’s economy besides Qatar’s were among the many driving force behind their success. Having a mother company which is amongst the wealthiest governments in the world justifies the cutting edge and aggressiveness they have over major competitors when it involves introducing new products. Despite already claiming world’s leading airline award (SKYTRAX), Qatar Airways still aim to take their next expansion to a whole new level. (Qatar Census 2011) The emergence of Qatar Airways started in 1993 when a group of investors and corporate interests in Qatar came together to form an airline company with the objective to provide direct flights between the nation’s capital of Doha and other regional centres(Ingram , ORIGINS 2007, 2). The airline company launched...
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...University of Phoenix Definición de Términos Financieros y sus Roles Fin / 370 Finance for Business Nelson Ostolaza Profesor Norberto Molina Pérez 28 de Junio de 2012 En este ensayo se presenta un listado de diferentes palabras que se utilizan para definir o explicar todo lo que esta relacionado al término de las Finanzas. Se refiere para su definición por el silabario y otras fuentes las siguientes palabras para definir su significado y su rol n el tema de las finanzas .Estas son los siguientes términos: Finanzas / Mercado Primario / Mercado Eficiente / Riesgo / Seguridad/ Capital / Seguridad /archivo/ Bond/ Deuda/ Rendimiento La tasa de rentabilidad / Rendimiento de la inversión / Flujo de caja. * Finanzas- Según el libro en el silabario es el estudio de como las personas evalúan sus inversiones y aumentan su capital * Mercado Eficiente- El mercado eficiente indica que los precios definidos en las transacciones reflejan un alto nivel de competencia entre los diferentes participantes y un uso eficiente de toda la información disponible. * Mercado Primario- El mercado primario o mercado de emisión es aquel mercado financiero en el que se emiten valores negociables y en el que por tanto se transmiten los títulos por primera vez. * Riesgo- El riesgo es la probabilidad de un evento adverso que tiene consecuencias. El riesgo financiero puede ser la probabilidad de ocurrencia de un evento que tenga consecuencias financieras negativas para una...
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...How Is Building a Brand in a Business-to-Business Context Different from Doing so in the Consumer Market? Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (2007) According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company will provide satisfaction and quality. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. In B2B branding, a focus will be made on making a strong connection with the client business in order to make their brand seen as the top choice and safe to do business with. In order to do this, the brand will be built around making strong and personal relationships with the customer to become the go-to source. Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional buyers about the brand. These professional buyers are used because they are well informed about the needs and goals of the purchase, and focus on purchasing a product that allows them to achieve higher revenues at a lower...
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...Eco marketing: What price green consumerism? By Jon Entine on Sep 1, 2011 Plenty of shoppers say they consider environmental impact, but in reality price rules supreme, says Jon Entine How much do we want green carrots? Remember the innocent days of the 1980s ethical consumer movement? New Age entrepreneurs rode the green wave into the hearts and malls of the world. The promise? Buying pricey ice-cream or hair rinse made with Brazil nuts (or the stocks of the companies that made those products) would make the world a better place. That myth crashed. Consumers, it turned out, were not willing to buy idealism in a bottle if it came at a premium. Two decades later, green marketing remains with us, more intense than ever. Is green yet more than a fad? The Lifestyles of Health and Sustainability annual survey estimates that 13-19% of American adults are dedicated green buyers – a $290bn market. The US-based Cone Communications estimates that 70% of American consumers consider the environmental impact of their purchasing. The UK and Europe show similar numbers. According to marketing experts, however, these figures are wildly overstated, reflecting attitudes, not buying patterns. “Buying green products presents people with a social dilemma: they have to be willing to pay premium prices – not for their own direct benefit, but for the greater good,” says professor Shruti Gupta of Penn State University, a world expert in ethical behaviour. “While people love to voice their idealism...
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...Marketing Vision Neon Memories Diner is a place for family togetherness organized around a common love of the traditional American diner and the simpler times of the '50s and '60s. Neon Memories Diner transcends a typical theme restaurant by putting real heart into customer service and the quality of its food, so that its unique presentation and references to times past are just part of the picture. Goals CEO's Goals: • Reduce shift management time to 25% of time, devoting the remainder to marketing direction and strategy • Devote at least two hours per day to marketing activities marketing Goals: • Achieve revenue of $1.8 million per year in year three • Open a second restaurant in 2013 Strategic Goals: • Become the top family restaurant in Whoville by end of year three Tactical Goals: • Implement Neon Points customer loyalty program • Implement customer feedback system • Implement staff incentive system of monthly bonuses • Create Facebook page to extend website • Hold 24 theme nights over the next year Purpose Neon Memories Diner seeks to create a comfortable, fun environment that brings the older generation back to the simplicity of the '50s and '60s, while letting them share it with their children and grandchildren. The marketing exists to create and strengthen bonds across generations, with the tradition of American diner fare and culture as a touchstone. Picture A new customer is often referred to Neon Memories Diner by an existing customer...
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...Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. The American Marketing Association defines marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."[1] From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. There are five competing concepts under which organizations can choose to operate their business; the production concept, the product...
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...Q#1 Marketing has been described as being both an "art" and a "science." Discuss the differences and similarities between these two marketing thrusts. Provide your theoretical response and a "real-life" example where you have seen both processes work effectively at creating customer value and loyalty Marketing is defined as the science and art of exploring, shaping and fulfilling the need of the customers. As it is manifested in the definition that Marketing is a blend of Science and Art; therefore, it can be inferred that both the terms have a strong connection with it. Science is the study of theories and phenomena related to the physical world based on systematic experiments and observation while Arts is the practical reflection of human’s creativity and imagination. Marketing if taken as a science means considering all relevant variables and forecast that are crucial for the marketing or business on rational, systematic pattern. In contrast, when it is taken as Arts it is considered as the idea, soul, essence, spirit and the metaphysical characteristics of business that is actually helping it to thrive and prosper. For Instance, before launching a new product, all the necessary research is carried out on rational grounds. All the variables like market trend, number of competitors, price, product placement, marketing strategy and tactical plan are evaluated systematically. The use of historical data or past performance is also used in doing this. In a word; it involves...
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...Hot Rod Marketing Terry Walsh knew the time was right to move from being a small, “garage-based” company to a much larger enterprise. After spending years as a research chemist, Terry had launched out on his own. His goal was to develop a top-of-the-line fuel injector cleaner for both domestic and foreign automobiles. For 2 years, he worked with various formulas until the right one emerged. The product was named Hot Fire Fuel Injector Cleaner, and the company’s name was Hot Fire. Terry was positive Hot Fire would perform well against any competitive product. The market for fuel-injector cleaners is diverse. Numerous backyard mechanics sell limited amounts of their concoctions to local merchants and over the internet. Several formulas are even available on eBay. There is no guarantee of quality for these products, some of which may actually harm engine performance. At the other extreme, major companies such as STP, Gumout, and Dupont offer various grades of cleaners, from low-end products selling for around $3 per unit up to high-end versions priced as high as $30. The primary price determinant is the degree to which the product reduces congestion in a fuel injector. The higher-priced entries are more powerful and remove more “gunk.” Terry’s Hot Fire Fuel Injector Cleaner was at the high end. The price would be $17 wholesale, per can. He hoped that dealers would charge no more than $25 as a retail price. Hot Fire sold in single containers as well as in multipacks of 6...
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.... REVISÃO BIBLIOGRÁFICA DO CONCEITO DE MARKETING Grupo M5: Sérgio Mendes, Filipa Pereira,João Silva, Vanessa Barbosa, Héliodoro Roque Orientador – Dr. Francisco Coelho, trabalho realizado no âmbito da disciplina Fundamentos de Marketing. RESUMO: O presente trabalho teve por objectivo efectuar uma revisão bibliográfica sobre o Conceito de Marketing. O principal propósito foi efectuar uma análise de artigos científicos relacionados com a evolução e desafios do Marketing, investigação que permitiu desenvolver neste trabalho ideias sobre o que é realmente o conceito de Marketing na perspectiva de diferentes autores, quais as suas debilidades e limitações, bem como quais os aspectos em que apresenta robustez conceptual. Procurou-se ainda estender esta investigação no domínio da sua aplicabilidade nas organizações e até no seu domínio ético. A revisão bibliográfica foi redigida com base em artigos de carácter cientifico retirados da Proquest. ESCOLA SUPERIOR DO PORTO, 11 2011 ÍNDICE Introdução ……………………………………………………… 2 Conceito de Marketing ………………………………………….3 Conceito de Marketing ………………………………………….4 Conceito de Marketing ………………………………………….5 Diversificação do Conceito …………………………………….6 Diversificação do Conceito …………………………………….7 Conclusão ……………………………………………………….8 Bibliografia e Netgrafia …………………………………………9 Anexos …………………………………………………………..10 Grupo M5 2 INTRODUÇÃO No âmbito do trabalho da disciplina de Fundamentos de Marketing que estamos a realizar e no qual nos foi...
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...Final Project Guidelines Chapter 2 • What should Sonic’s mission be? • In what competitive spheres (industry, products and applications, competence, market-segment, vertical, and geographic) should Sonic operate? • Which of Porter’s generic competitive strategies would you recommend Sonic follow in formulating its overall strategy? Chapter 3 Scan Sonic’s external environment for early warning signals of new opportunities and emerging threats that could affect the success of the Sonic 1000 Smartphone. Using Internet or library sources (or both), locate information to answer three questions about key areas of the macroenvironment. • What demographic changes are likely to affect Sonic’s targeted segments? • What economic trends might influence buyer behavior in Sonic’s targeted segments? • How might the rapid pace of technological change alter Sonic’s competitive situation? Chapter 4 Your next task is to consider how marketing research can help Sonic support its marketing strategy. How can Sonic can measure results after the marketing plan is implemented. She wants you to answer the following three questions. • What surveys, focus groups, observation, behavioral data, or experiments will Sonic need to support its marketing strategy? Be specific about the questions or issues that Sonic needs to resolve using marketing research. • Where can you find suitable secondary data about total demand for Smartphones over the next two years? Identify at least two sources...
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...Thorpe Park Task 1 AO1 Company history * What is Thorpe Park Thorpe Park is a theme park located in England, surrey which was built in 1979, with an aim of being a water themed park. At first the site was a gravel pit owned by Ready Mixed Concrete Limited who excavated gravel, but then in the 1970’s the company flooded part of the site with the intention of creating water based theme park; the other side of the park would have been used for an educational park with the theme of the history of British people. In 1998 the Tussauds group bought the park and made it into a ‘thrill seekers’ amusement park with rides such as The Flying Fish, Depth Charge and No Way Out. Then in 2008 Tussauds group was bought by Merlin Entertainments group which is the second largest visitor’s attraction operator in the world and the largest visitor’s attraction in Europe for £1 billion which meant they now owned Thorpe Park. Merlin Entertainments own Alton Towers, Chessington World of Adventures, Warwick Castle, Heide Park Resort and Gardaland Resort. Thorpe Park is an LTD which means it’s a private limited company it has members which are people or businesses which share the company. In Thorpe park the companies Kirkbi, capital partners and Black stone group share the responsibility. These companies are not liable for debts that the business can’t pay, but they are responsible for the money they put in at the beginning. If the business goes bankrupt the owners only loose there investment...
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