...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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...History Test Review Chapter 1-6 Vikings were the 1st white men to come to America, but not intently Archeological remains were found in Newfoundland and Nova Scotia Christopher Columbus effectively discovered America in 1492 Tried to find a water way to the East Queen gave him 3 ship Spanish completed the Grenada in 1492 “ “ ran the Muslims and Jews out of Spain 3 S’s Silk, Sugar, Spices Conquistadors (Spanish Conquerors)- wanted gold and silver Natives had gold and silver Magellan was the 1st to get around the Cape of Storms 2 Types of Tribes Arawaks Caribe- were cannibals ate arawaks Cortez conquered Aztec- Mexico Pizzaro conquered Incas- Peru 1580s- English made a colony on the outer banks of NC English and Scottish were not merged to British until 1707 Language of ancient Anglos merged with Saxon for Anglo-Saxon Irish- Catholic Scotch/Irish- Protestant Sir Walter Raleigh planted potato in England Leader of Virginia- John White Virginia’s capital was named after the King, Jamestown, in 1607 John Smith found the settlement of Jamestown 1588- Spanish Armada attacked England All colonies were founded with private money John Rolf brought in Tobacco (married Pocahontas) 1st English settlement in America was Virginia 1619 House of Burgesses (1st form of gov’t/ legislature) 1st boat load of women 1st boat load of slaves Grog- half rum and water 1620- Plymouth- settled...
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...STUDY OF THE SCENARIO OF INDIAN AVIATION INDUSTRY IN A SPAN OF FIVE YEARS AND THE RISE AND FALL OF KINGFISHER AIRLINES IN THOSE YEARS. Indian Aviation Industry It is one of the fastest Growing Aviation Market. There are approximately one billion people and 0.05% of them fly. More and more middle class families now prefer air transport than other traditional mode of transport. The Indian travel market has nearly tripled to $ 51 billion by 2011, from $16.3 billion in 2005-06. Origin of Indian civil aviation industry India occupies an eminent position in the civil aviation sector with a large fleet of aircrafts. Estimates show that the domestic and international passenger traffic in India is growing tremendously PEST ANALYSIS – AIRLINE INDUSTRY Political Factors India’s political environment – Tension with Pakistan, Government’s inability to control issues (riots etc) September 11 th - huge drop in air traffic due to safety and security concerns Trade relations with other countries have to be good Economic Factors Recession- airlines are considered as a luxury High operation costs due to low demand resulted in laying off employees Social Factors People from varied income groups have to be catered Destination, kinds of food served have to be chosen carefully Technological Factors Use of Internet- online ticket booking, updated flight information & handling of customer complaints restructuring the existing airports to world class appeal ...
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...entire country. g. adopted an established religion that everyone must honor. h. converted their monetary system to the euro. 3. When Christopher Columbus sailed westward seeking Asia, his goal was to i. carry the Gospel to unsaved peoples throughout the world. j. find new lands for Spain to conquer and exploit. k. locate an all-water route to Lilliputia. l. reestablish trade routes interrupted by the bubonic plague. 4. Traders sought new trading opportunities primarily to have access to m. better medicines to help Europeans conquer the Black Death. n. expanded power and influence in case of the need for additional crusades. o. luxuries such as sugar and spices demanded by the elite. p. staple foods to sustain Europe’s large peasant population. 5. At the time of Christopher Columbus’s first voyage, most Europeans q. acknowledged that the world was round but did not understand its dimensions. r. believed the Earth was flat and that those who ventured too far to sea would fall off its edge. s. doubted that the vast amount of money the voyage cost would ever be returned. t. knew enough geography to support Columbus’s belief that he could reach the West by sailing eastward. 6....
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...$10 billion to the market value of Ford or General Motors with a stroke of his pen. But Carlos Ghosn is not about to sign up as chief executive of either firm. Instead, in May, he will become the boss of Renault, France 's second-largest carmaker, while continuing to head Nissan, Japan's number two car firm. To ease the transition, this week he named Toshiyuki Shiga as Nissan's chief operating officer. Although Renault and Nissan have cross-shareholdings and a deep alliance, their relationship deliberately stops well short of outright merger. Perhaps that is why it has been so successful, avoiding the integration pain that has marred, for instance, DaimlerBenz's takeover of Chrysler. In his book, “Shift: Inside Nissan's Historic Revival”, published in English last month, Mr Ghosn says that the strength of the alliance “can be found, on the one hand, in its respect for the identities of the two companies, and on the other, in the necessity of developing synergies.” Certainly the benefit has flowed both ways since the Franco -Japanese deal was done in 1999. First, Renault rescued Nissan, buying a stake (now 44%) and installing its Mr Ghosn as chief operating officer (and later chief executive). Mr Ghosn turned huge losses into a $7 billion profit and wiped out debts of about $23 billion. This has helped to prop up Renault's sagging profits in recent years. Nissan's latest operating profit margin is about 11%, making it the world's most profitable volume carmaker...
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...Deborah Nacimiento Enabling Connections 1 1. 2. 3. 1. 2. Background Situation Analysis Recommendations 3.1 Purpose 3.2 Ideal Target Customer 3.3 Positioning 3.4 Branding 3.5 Product 3.6 Service 3.7 Promotion 3.7a Themed Fundraising Event 3.7b Lead Generation 3.7c Lead Conversation Appendix Reference List Enabling Connections 3 4 5 6 7 8 9 10 11 12 13 14 15 34 2 Rhinegeist is a brewing company located in Over the Rhine, Ohio. Founded by Bob Bonder and Bryant Goulding in 2013, Rhinegeist embraces the heritage and culture of the Over the Rhine. Their brew house was established in an old brewing facility built in the 1890s. Rhinegeist translates to “The Ghost of Rhine”, which comes with deep heritage of Over the Rhine. Rhinegeist wants to bring the tristate area together through enabling connections with their brew house. Through this, Rhinegeist will revive the community in Over the Rhine. However, they are still trying to attract customers from the northern Kentucky region. Enabling Connections 3 Summary of SWOT Analysis Rhinegeist is a local brewing company ran by Bryant Goulding and Bob Bonder. Rhinegeist produces and sells a wide variety of unique crab beers and ciders. Their target customers consists of millennials in the local tristate area who enjoy crab beers and ciders. Rhinegeist is currently positioned as a unique flavored local crab beer with brew house heritage. The average price of a Rhinegeist...
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...The Peranakan Baba Nyonya Culture:(2008) 161 - or Disappearance? Sari 26 Resurgence 170 161 The Peranakan Baba Nyonya Culture: Resurgence or Disappearance? LEE SU KIM ABSTRAK Kacukan budaya boleh terjadi dalam banyak bentuk dan pilih atur, termasuk peminjaman kata-kata dan pengambilan amalan sosial dan kepercayaan dan juga penyesuaian pakaian dan makanan. Corak penghijrahan dan pengaliran kebudayaan di Asia Tenggara telah menjana perkembangan yang tersebut dan lain-lain pada masa dan di tempat yang berlainan. Di bawah keadaan yang tertentu, suatu kumpulan etnik yang baru atau yang dikesan sebagai yang berbeza daripada kumpulan etnik yang ada mungkin muncul. Kumpulan etnik yang dimaksudkan adalah Peranakan Baba Nyonya. Ia terjadi pada abad ke 15 ketika orang Cina tiba di Melaka dan berkahwin campur dengan wanita tempatan. Kebudayaan peranakan adalah gabungan unik antara kebudayaan Cina dan Melayu dengan campuran daripada penyintesisan unsur kebudayaan Java, Batak, Thai dan British, melambangkan faham pelbagai budaya dan pelakuran lama sebelum terciptanya istilah-istilah itu..Kini, dunia peranakan sudah menghilang. Kata kunci: Peranakan, Baba, Nyonya, kebangkitan semula, keunikan ABSTRACT Hybridity of cultures can take many forms and permutations, including the borrowing of words and the adoption of social practices and beliefs, and the adaptation of dress and food. Patterns of migration and cultural flows in Southeast Asia have generated at different times and...
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...Chapter INTRODUCTION 1.1 Livelihood of the majority of the population of the Jammu & Kashmir State revolves around the agriculture and allied sectors. These sectors constitute the mainstay of the State’s economy and contribute nearly 50 per cent to GSDP. Over 70 per cent of the population, of more than 1.25 crores depends, directly or indirectly, on agriculture and its allied sectors. The diversification in the physiographic features and agro-climatic variation at macro- and micro-level, involving cold arid, temperate, intermediate and sub-tropical zones, within a small geographical area of 2.22 lakh sq. km indicates the inherent agricultural potential of the State. The net sown area (NSA) of 7.35 lakh ha (2009-10) is 35 per cent of the reported area as against the national average of 46 per cent. About 70 per cent of the net sown area is under the food crops. The average size of holding is very small (0.545 ha/holding) as compared to 1.66 ha at the national level with more than 93% of owners of these farm holdings subsisting on agriculture and allied activities. 1.2 Over the years, agriculturists and farmers have adopted several area- specific and time-specific cultivation practices to meet the requirement of their staple food crops. Rice, maize, wheat, pulses, fodder, oilseeds, potato and barley are the main crops of the State. There is currently a shift towards cultivating lowvolume high-value cash crops, such as, flowers, vegetables, quality seeds, aromatic & medicinal plants...
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...Steven Paul Jobs was born in San Francisco on February 24, 1955. He became interested in computers when he was a teenager and attended lectures after school at Hewlett Packard. In 1974, Jobs got a job as a technician at the video game maker Atari. He saved enough money to backpack around India and then returned to Atari, where he met Apple co-founder Steve Wozniak. Jobs and Wozniak founded Apple in 1976. Jobs persuaded Wozniak to make a computer and sell it. Together, they developed the Mac. It was the first small computer with a user-friendly interface to be commercially successful. Jobs also built the computer on which the World Wide Web was created. He developed a passion for style and functional perfection, which became Apple trademarks. Steve Jobs was the co-founder and CEO of Apple Inc. and former CEO of Pixar Animation Studios. He was the largest individual shareholder in Walt Disney. Jobs’ name is associated with innovative products like the iPod, iPhone, iTunes and iPad. He was a much-respected corporate leader whose management style is studied worldwide. His attention to design, function and style won him millions of fans. Jobs guided Apple to be a major player in the digital revolution. The introduction of the iMac and other cutting-edge products made Apple a powerful brand with a loyal following. Jobs also enjoyed considerable success at Pixar. He created Oscar-winning movies such as ‘Toy Story’ and ‘Finding Nemo’. Jobs’ advice for success is: “You’ve got to...
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...Word | Ar.Meaning | Example | Sort | | What sort of music do you like dancing to? | Ride | | I ride my bicycle to work. | Mine | | a coal/salt/gold mine | Exchange | | We had a friendly exchange of views. | Persuade | | Clever salesmanship can persuade you to buy things you don't really want. | Printing Press | | Printing Press : a machine that prints books, newspapers or magazines | Infinite | | an infinite number/variety | Export | | Japan exports a huge quantity of cars around the world. | Occupation | | the Italian occupation of Ethiopia | Sofa | | I sat down on the sofa next to Barbara | Apartment | | I'll give you the keys to my apartment. | Foreign | | The government wanted an inflow of foreign investment. | Miserable | | She's miserable living on her own. | Excitement | | The children were jumping up and down with excitement. | Corner | | Click the icon in the bottom right-hand corner of the screen. | Regularly | | Accidents regularly occur on this bend. | Antique | | My mother collects antiques. | Knife | | I prefer to use a knife and fork . | Fortunately | | Fortunately, we had come prepared. | Tutor | | During my illness I was taught by a series of home tutors. | Perhaps | | I'd guess that she's in her forties - forty-five perhaps. | Examined | | The research examined the effects of alcohol on long-term memory. | Towards | | The country seems to be drifting towards war. | Obviously...
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..."Farewell to alms" Ch.1 Wednesday 25 March 2015 The Malthusian Trap Conditions of leaving in 1800 were even worse, under several aspect, than the one of an average person in 100,000 BC, or the hunt-gathers . And hunter-gatherer societies are egalitarian. Material consumption varies little across the members. In contrast, inequality was pervasive in the agrarian economies that dominated the world in 1800. The Industrial Revolution deeply changed this trend, Income per person began to undergo sustained growth in a favored group of countries. The richest modern economy are now ten to twenty times wealthier than the 1800 average. For Clarks the biggest beneficiary of this revolution has been the unskilled workers, the poorest. Just as the Industrial Revolution reduced in come inequalities within societies, it has increased them between societies, in a process recently labeled the Great Divergence.1 For example African countries, in certain case, would have been better never discover the industrial revolution, because they remained trap in the Malthusian Era creating an higher divergence between population, and driving down standards to subsistence. * Why did the Malthusian Trap persist for so long? * Why did the initial escape from that trap in the Industrial Revolution occur on one tiny island, England, in 1800? * Why was there the consequent Great Divergence? "Thus I make no apologies for focusing on income. Over the long run in come is more...
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...PRACTICAL - 2 AIM: To explore the food culture in Old Delhi and New Delhi OBJECTIVES: 1. To understand food culture in Old Delhi and New Delhi. 2. To gauge similarities and differences in Old Delhi and New Delhi. 3. To study the impact of globalization on food culture in Delhi. INTRODUCTION A composite view of culture posit that the core of a culture consists in the shared assumptions, beliefs and values that the people of a geographical area acquire over generations. Assumptions, beliefs, values and norms are intermeshed and mutually interactive; they constitute the directional force behind human behaviour, which creates physical artefacts, social institutions, cultural symbols, rituals and myths. The latter in turn reinforce people's beliefs, norms and value systems and thereby enable the society of which they are part, to maintain cultural continuity (Sinha 2004). An essential feature of a culture is that its basic assumptions, beliefs and values are historically derived, traditional worldviews, transmitted from generation to generation. These temporal sociocultural links signify the distinctive achievements of a human group, thereby enabling them. to condition their future actions (Kroeber and Kluckhohn 1951: 181). By implication, culture is adaptive and changing – changing more rapidly and radically at its outer layers – artefacts, institutions and patterns of behaviours – than at its core which is primordial. Major changes in environment compel people to...
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...AUDITION & CASTING PROCESS THE BARTENDER offers individuals who are experienced bartenders to audition to be on the show competing in various challenges and contests to win the cash prize of ($00.00) with promotions and TV opportunities. CONTESTANTS Contestants go through at least three sets of cuts The first is a brief audition Q&A in front of selectors which may include one of the show's producers. The second is a short written test on a general knowledge about alcohol regulations. Third is a lengthy application form explaining your style, experiences, inspirations and arbitrary skills and creativity. The final call back will be in front of a camera ( screen test) to finalise the cast of the BARTESTANTS. JUDGES Three judge panel. Two are permanent. Preferably bar owners, bloggers or somewhat in the cocktail making grass roots movement. The third judge a guest judge "CELEBRITY" can and should be interchangeable with every show. Judges are to critic, question and test the participants based on their creativity, knowledge, speed, personality and taste of their final cocktail. Scores are revealed through tipping with real cash money. Each category holds a 20.0 rating (i.e. $17.00 out of $20.0). 2. A maximum of $100.00 per judge equals a total of 100 points per round. The BAR-TESTANTS with the least amount of cash is either on thin ice or eliminated. Granted the enormous amount of mixed alcohol, each judge will be provided with a spit bucket and bottled water to rinse off...
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