...University of World and National Economy Department: Economics in English STUDENT PAPER Topic: Old Spice (Social Media Impact on Marketing) Year 2012 Content 1 What is Social Media 2 2 Classification of social media 3 3 How does social media work 4 4 Why is social media so popular 5 5 Social media and marketing 6 6 Old Spice – the Company 7 7 Marketing Strategy 8 8 The beginning of “Smell like a man, man!” campaign 9 8.1 It’s not about Social 10 8.2 Define the right strategy before defining the digital agenda 11 8.3 Leave room for experimentation, even failure 11 9 The Post-Old-Spice principles of social media marketing 11 9.1 Create a persona that is strong and on point 11 9.2 Seed social networks with invitations to interact 12 9.3 Engage the engaged, the famous and the influencers 12 9.4 Personalize the response and people will compete for inclusion 13 9.5 Make it episodic and easy to share 13 9.6 Keep the videos simple and short 13 9.7 Promote it with tie-ins offline 14 10 Conclusion 14 11 Sources 15 What is Social Media It is a revolutionary way of communicating with the audience. It includes web based and mobile technologies, making communities, organizations and individuals interact. Social media is defined by Michael Haenlein and Andreas Caplan as: "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated...
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...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating...
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...Writing & Rhetoric March 27, 2013 Old Spice Advertisements are a powerful thing. They persuade the reader to think what they want them to think, want what they want them to want and believe what they want them to believe. When a company produces a commercial, their main goal is to get their product they are showcasing to sell. According to BusinessDictionary.com, advertising is, “the activity or profession of producing information for promoting the sale of commercial products or services”. Old Spice is a prominent American brand of male hygienic products. The first Old Spice product was intended for women, introduced in 1937. Old Spice for men followed in 1938. The first advertisement I chose was published in 1945 the advertisement shows a man’s shaving kit with the logo “FOR THAT AMERICAN FEELING OF WELL BEING”. The second advertisement I chose was published in 2010 this advertisement is for a man’s deodorant with the logo “Residue is Evil STOP IT”. The Old Spice advertisements capture men by reaching out to their needs and giving them the ideal of what they should smell like. The first advertisement is focused mainly on the product, which is the first thing you notice when you look at this advertisement. The top half of the backdrop is black, which allows the product to standout. The products are displayed staggered. In the top left corner you see two bright red boxes with the white bottles of Old Spice Talcum for men and Old Spice After- Shave Lotion in front of them...
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...MASCULINITY: CRITICAL ANALYSIS OF A VISUAL ARTIFACT Visual Culture Essay 2 Module 2 Wessel Viljoen 090029 Genieve Eloff Thursday 14h00 Word Count = 860 TABLE OF CONTENT Pages LIST OF FIGURES…………….....……………………………………………iii 1. INTRODUCTION………………………………………………………………..1 1.1 What is Musculinism…………………………..………………………..1 1.2 Branded Masculinity…………………………………………………….1 2. MASCULINISM AND ADVERTISING………………………………………...2 3. CONCLUSION…………………………………………………………………..3 4. BIBLIOGRAPHY………………………………………………………………...4 LIST OF FIGURES Page Fig 1 Old Spice, The Man Your Man Could Smell Like, 2010. ………………….2 INTRODUCTION 1.1 What is masculinism? Masculinity is a word that describes an idea generated by the media of what it entails to be a man. According to Cohen(2001:5) “a gender is formed by shared beliefs or models of gender that majority of society accepts as appropriate”. Gender ideals are socially constructed in specific historical and cultural context and changes over time and location. As identified by Brannon (1976) being a hegemonic masculine male entails four main themes: (i) No Sissy Stuff: men must never resemble women or display stereotypical characteristics of a woman. Kimmel (2001:35) suggests that “Homophobia is a centralised principle of our cultural definition of manhood.” (ii) The Big Wheel: the ability of real men to obtain wealth, fame, success and status. Typically determined by occupation. (iii) The Sturdy Oak: manliness...
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...that caring for patients have to be individualized as cultures have differences, even those who have the same culture can adhere to traditions differently. This can be very challenging for many Healthcare providers especially in the United States of America as this country was developed on many immigrants working together as one. The most important key as a nurse is having the skills and understanding to approach and provide care individually based on the beliefs and values of their patient, this will aid to meet the patient wishes. With the help of the Heritage Assessment Tool we are able to get a more detailed look at how closely certain individual or families adhere to their traditional values. [[NEEDS A THESIS STATEMENT HERE: “In this essay, the author will…”]] Heritage Assessment Tool The Heritage Assessment Tool is a questionnaire made up of 29 questions which helps when assessing an individual’s heritage practices. The questionnaire assesses different areas such as family origin, religious beliefs, ethnicity, language, family relationship and health practice. For this paper the Heritage Assessment Tool was used to evaluate the differences in health traditions between 3 culturally different families. The three families used in this interview are: Guyanese/...
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...will welcome the opportunity to share their own personal experiences, while others will dread it. Whether you love this assignment or you hate it, you should start with the knowledge that your story is much more interesting than you probably realize. You may as well make the story enjoyable to your audience! An interesting story will get a better response from your audience and a better grade from a professor. These tips are intended to help you determine (perhaps to your surprise) how interesting your story really is! Adding Some Spice Your autobiography should contain the basic framework that any essay should have, like an introductory paragraph with a thesis statement, a body containing several paragraphs, and a conclusion. But the trick is to make your life story an interesting narrative with a theme. So how do you determine your theme? You've probably heard the saying that diversity is the spice of life. While the saying is a little old and tired, the meaning holds true. Your job is to find out what makes your family or your experience spicy and build a narrative around that. In other words, you will research on your own life. Start your research by taking a close examination of your life and taking notes on the things that make you interesting. Your Family Background Just like the biography of a famous person, your biography will include things like the time and place of your birth, an overview of your personality, your likes and dislikes, and the special events...
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...Ovation Brands Analysis Part 1 Lee Beck Baker College of Jackson Ovation Brands Analysis Part 1 “Herbs may be the spice to our food, but food is the spice to our life.” (Anonymous, 2011) These words shed a light on the effect of food in the modern world. Whether we are talking about freshly made macaroni and cheese from grandma’s pot, or a masterfully crafted risotto from a world famous chef, it cannot be denied that food is an important part of our culture. Companies such as Ovations Brands (known as Buffets Inc. until recently) have seen this truth and have seized the opportunity to make a living from this fact. Buffets Inc. was established in 1983 as Old Country Buffet according to their website. However due to several oversights in their business plans they have had trouble in years of late. In order to fully explain what the problem is, first one must be shown the specifics of the company in question. So this essay aims to set the groundwork by fully describing the internal environment of the company and then the external environment. In this situation we will be only referring to the components involved in the base level of the company rather than the management and corporate levels. Firstly, the most basic of internal components; the inputs. Some of the key inputs of Ovation Brands include uneducated labor, building space, and of course large amounts of food. There are of course other things that could be included in this list such as the grills and coolers...
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...Home / Miscellaneous / Why I Love Pizza – A Personal Essay About My Favorite Food Why I Love Pizza – A Personal Essay About My Favorite Food Posted by: I Dream Of Pizza in MiscellaneousNovember 21, 2008 Ever since I was a little boy, pizza has always had a special place in my heart. From pizza day in the school cafeteria to pizza parties at sleep away camp, there was nothing more exciting than when that cardboard box was opened to reveal a round pie with eight delicious slices waiting to be devoured. Early on I learned that everybody eats their pizza differently. There are those who fold their slices in half, those who eat their slices with two hands, and those who (dare I say) like to cut their pizza with a fork and knife. Some people soak up the olive oil with a napkin, while others don’t mind a greasy slice. Some people like the crust, while others live for that first bite. Some people decorate their slices with spices, while others like it plain. Nearly any ingredient can be put on pizza. From pepperoni and anchovies to barbecue chicken and pineapple, every pizza pie is like a unique work of art. Every pie is a different shape and size. There are thin crust pies, deep dish pies, and everything in between. There are pies with different cheeses and tomato sauce, or even pies with a completely different base altogether. Growing up in the suburbs of Washington, DC there weren’t so many great options for pizza. Ordering in from Domino’s and Pizza Hut was a weekly occurrence...
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...Decoding Stuart Hall’s Encoding/Decoding model Stuart Hall is a prominent sociologist and cultural theorist and author of the significantly influential essay Encoding/Decoding; published in 1973 during the time of his position as director of the Centre for Contemporary Cultural Studies at Birmingham University (Chandler 2001). Encoding/Decoding is a theoretical framework devised to critically examine how society or the hegemonic institutions in society, disseminate messages implanted or ‘encoded’ (Hall 2001, p.167) with meaning ‘through the operation of codes within the syntagmatic chain of a discourse’ (Hall 2001, p.166). Hall’s model examines the processes in which television texts are constructed with dominant codes or ‘preferred readings’ (Hall 2011, p.172), whilst signifying theoretical strategies from which audiences can deconstruct and consume such readings existing within texts in correspondence to cultural and social conditions. Hall’s model laid the foundations for much ethnographic research; it is upon this premise and its comprehensive influence, that in this essay the advantages and limitations of his model will be evaluated with focus on how effectively it functions within the indicated parameters of specific texts and discourses. Hall’s model which is fundamentally a mode of communication and audience reception theory, stems from early models of which proposed to analyse how audiences interpreted texts through the visual and aural discourse of television...
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...out of the crowd, which is what Oscar felt and experiences in The Brief Wondrous Life of Oscar Wao. I also tried to use humor to spice up my memoir with statements such as “And if your mother [...] case red rain boots.” which as silly as it may...
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...ukessays.com http://www.ukessays.com/essays/marketing/company-analysis-of-old-chang-kee-marketing-essay.php Company Analysis of Old Chang Kee Need help? ☎ 0115 966 7955 Old Chang kee which is based in Singapore engaged in the manufacturing and distribution of food products in Singapore, Malaysia and Republic of China. It is famous for its Curry Puff and later diverse into as many as 30 products which could be found in its network of outlets distributed around Singapore, Malaysia and Republic of China. Company History The Beginning of Old Chang Kee dated back to 1956 which kick off in a small stall inside a coffee shop located outside the former Rex Cinema along McKenzie Road. Crowd of people were attracted to the delicious pastry stuffed full of curried potatoes, chicken, and a slice of egg and fried with several herbs and spices, which is called Curry Puff. Every individual Curry Puffs were meticulously handmade to ensure the aroma was locked within the Curry puff. In 1986, Han Keen Juan take over the small snack shop upon facing winding up and carry the vision to turn the snack shop into a successful enterprise. SWOT Analysis Strength Strategic location The company owns more than 80 outlets around Singapore, Malaysia and Republic of China, of which 70 outlets are based in Singapore. The company market its range of food products from kiosks along the road to supermarket outlets and shopping malls at every corner of Singapore, thus allowing consumers to gain easy access...
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...Running head: Module 1-Culture Essay Week One Homework Ubong Jimmy Essien Grand Canyon University: HLT 324V March 8, 2012 Definition of Culture Culture id the quality in a person or society that arise from a concern for what is regarded as excellent in art, letters, manners, scholarly pursuits etc. (http://dictionary.reference.com). It is the way of life of a particular society or group of people, including patterns of thought, beliefs, behavior, customs, traditions, rituals, dress, and language as well as art, music and literature. (Webster, 1992). Introduction Every country has unique cultures and sub cultures which “form the essence of the group to which one belongs” (Module 1, lecture). Hence the social norms, traditions, and beliefs and values that people share, together form their culture. My culture is the Ibibio culture of Akwa Ibom state of Nigeria. This essay will focus on the religion, ethnicity and beliefs about health care. The Ibibios of South Eastern Nigeria are the fifth largest groups in the country. They live in what is now known as the Akwa Ibom state of Nigeria. The other ethnic groups that share the state with the Ibibios are the Anang people, Oron people, and Eket people as well as Ibeno people. These ethnic groups have different dialects and sub-cultures. However, they understand each other and co-operate in areas of commerce, education, health care, religion...
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...BAKERY | Each of our stores has its own modern European Style Bakery.In the wee hours of the morning, our bakers begin mixing their dough and creating fresh breads and pastries including fruit tarts, table loaves, flat bread and the flakiest croissants in Southern California.Our breads and pastries are made from old world recipes and the finest ingredients – Irish butter, organic eggs and unbleached flour.Kudler's bakery products do not contain preservatives. | | | PRODUCE | | Our produce department offers over 350 fresh fruits, vegetables, herbs and spices.We stock 16 different varieties of apples as well as a wide range of tropical fruits from around the world.Experienced cooks know that the right combinations of herbs and spices will turn a good meal into a great meal. Herbs and spices are most flavorful when they are fresh, and we carry the freshest herbs and spices in the area.Be sure to check out our Asian Specialty Produce department where we carry the produce, herbs and spices that are the staples of Asian cooking. We know that our customers are interested in maintaining a healthy lifestyle while also trying to live within their budgets. We address these concerns by offering most of our produce in both organic and non-organic varieties. | MEAT & SEAFOOD | Our meat and seafood are procured from certified organic producers.The meat and seafood products are fresh and prepared in the store to your order. The butcher shop in each store carries: *...
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...An Essay on “Ice Cream” by Helen Dunmore The term of a dream is a strongly desired goal or purpose, something that fully satisfies a wish. A dream is something that all needs to have. It is a vision. Dreams are our world; they are the inner workings of the mind. Some dreams gives ideas and some help solve problems. To succeed a dream, you have to believe in yourself. Once Theodore Roosevelt said, “believe you can and you are halfway there”. But sometimes believing is not enough. Sometimes everything is fighting against you. Clara, who is the main character in this short story, is battling with a lot of struggles. As a 23-year-old, she already had a tough life. As a 14-year-old “she was as wide and sleek as a whale”, (page 84 line 13-14). Which is not easy for a 14-year-old, where appearance starts to mean a lot and others are judging on the look. Clara always wanted to be a model, so she went from booking agency to booking agency, but she always got told that she weighed too much, (page 84 line 28). The way she describes herself on page 84 lines 12-14, shows that it had affected the way she perceives herself. But on page 84 line 25-27, she believes what the booking agency, they confirms her in the way of thinking about herself. She is now struggling of always looking the best that she can, but the image of the booking agencies judging on the way she looks, will always be a permanent injury, as so are the way she pictures herself. After the many rejections, she got help from...
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...English 102-08 22 October 2012 Space for Love: Nature’s Domain While reading the assigned texts I’ve noticed that love needs special settings and spaces. Throughout time these spaces have adapted and changed to help suit generations. Literature has played a key role in the changing of these places. Although each writer’s interpretation of love-like settings may differ from one another, there are very basic similarities between them. Tradition has made it so that nature is almost always involved in these, “Spaces for Love.” Also, traditionally we would expect love between opposite sexes but there is tremendous amounts of literature written now that involve love between the same sexes. My goal in this essay is to show that through the change in old and more recent literature nature has been key in traditional views of love settings/places. To reach this goal, I’ll be using and comparing quotes from the bible’s Song of Songs and Paul Monette’s Gardenias to show how nature has always been an important part of places for love. Starting with Song of Songs, it is said to have been written by King Solomon himself but it is also believed to be a compilation of Arabic wasfs that were translated into Hebrew. It was first published in English in 1611 in the King James Version of the Bible. The idea of love being heterosexual is represented very clearly and the concept of nature plays a huge part in this love story. There are so many references to fruits and plants and a clear distinction...
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