...The Miller High Life One Second Ad is one of many PR case studies profiled in the textbook, Public Relations Cases. In collaboration with Dig Communications, Miller High Life developed a newsworthy, attention-getting, beer-selling campaign where a series of one-second ads were televised during the Super Bowl game in 2009. This was not only a great commercial, but it was a smart commercial; one that continues to be studied today. The Case of Miller High Life One Second Ad is a Public Relations case that falls under the category of social media cases. According to Hayes, Hendrix and Kumar, social media involves three distinct components. First, there is a new level of two-way engagement with key target audiences. Today, people expect a voice and expect to be heard using social media venues as their speaker’s dais. Second, the communication process is powered by ever changing and evolving digital technologies. Twitter, Facebook, and You Tube have a very short life compared to legacy communication systems like newspapers, but they will shortly be supplemented, or even supplanted, by a host of new capabilities. Smart phones will eventually give way to a new generation of mobile devices that enhance communication and connectivity. Third, the technologies offer an ease and simplicity of publishing and producing information that allows digital savvy citizens to easily contribute to the public discourse. For example, viral emails circulated among friends become published commentary...
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...These mediums of advertising are believed to be very effective and able to convince the viewer to buy their cars. The advertisement of Honda could be seen easily and reached to every class of people. The images used by Honda in the advertisement are always attractive and eye-catchy. It is very successful as consumers are usually influenced easily by virtual affect. They would be convinced by the advertisement, perceiving the car is as good as the advertisement description. Honda advertises frequently in newspapers, television and radio because repetitive advertising could attract customer’s attention easily. Indirectly, the consumers will be influenced and tend to believe the advertisement. As a result, they will opt for Honda cars. The second traditional promotion mix used by Honda is sales promotion. Sales promotion is any behaviour-triggering temporary incentive aimed at prospects, customers, channel partners or salespeople. It usually offers a temporary and immediate inducement to buy a product. A very common sales promotion used in automobile industry is the festive season promotion, which is applied by Honda too. In the latest promotions of Honda, they offer several added values to...
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...Start of the Future Spencer Joudrey University of Central Florida CGS 2100 November 12, 2010 Abstract The computer illustrates how when man pulls together their technologies and abilities they can accomplish anything. The computer has created many specialized training abilities that will be used for thousands of years in the future. There is some controversy over it though. Some people think that the computer is getting too sophisticated ad that it might one day replace the human mind. Start of the Future The invention of the computer started around 2,000 years ago. The computer started out as an abacus. An abacus is a rack made of wood with two wires running parallel to each other. On the wires there are beads. By moving the beads, anyone can solve simple math problems. Next, there was the Astrolabe, used for navigating. The first digital computer was invented in 1642 by Blaise Pascal. It consisted of numbers entered in dials but, it could only add. However in 1671 a computer was invented that was eventually was built in 1694. The man to credit for this invention is Gottfried Wilhelm von Leibniz. Unlike Pascal’s Leibniz’s could add and multiply. Perception and Data Entry Until the start stored programing computers in the 1950s, punched card machines were the state-of-the-art. During 1890 in U.S. Census, Hollerith developed a punched card reader that could repeatedly tabulate and sort (Jobs, 2007). The key event that signaled the end of the punched card era...
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...Written By | Greg Stine The Nine Principles of Branding Supplemental Information for the Branding Essentials Workshop 2 4 6 9 12 14 16 18 20 23 26 29 32 Branding at a Glance Branding: What Is All This About, Anyway? Branding Principle #1: Keep It Simple Branding Principle #2: Mass-Produced Word of Mouth (PR) Builds Brands Branding Principle #3: Focused Brands are More Powerful Branding Principle #4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6: Avoid Sub-brands at All Cost Branding Principle #7: Perception vs. Quality Branding Principle #8: Be Consistent and Patient Branding Principle #9: Write Out Your Brand Definition Discovering More Than Just Your Brand About the Author Table of Contents 2 Branding at a Glance By Greg Stine President of Polaris, Inc. The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique. Look at any market leader and you’ll find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition. Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating yourself as unique. Effective branding creates a perception that there is no other product, service...
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...Societal Norms You are walking down the street on your way to a lunch date at a Panera. You pass 3 homeless people. One was older, probably in his early 50’s, had no shoes, a worn sleeping bag, and sunken eyes. You pass by quickly, averting your gaze. The second looks to be college aged, she has a young child with her and seems to be pregnant with a second. Again, you walk by, hesitating only slightly, deciding you do not have time to stop. Many of the corrupt parts of society have become the norm. Everyone is trying to get ahead without stopping to think, why? Why is it that we as a species have found that the best way to survive is to get ahead of others? Can we not work together to bring everyone up? This idea that survival is based on winning has been ingrained into our minds. Society has forced the individual to act alone and do whatever it takes to win the game of life. People tend to have a sense of superiority or self righteousness. They act as though they are...
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...football team. – External Influences Economic Trends: The Canadian economy shrank in this year's second quarter for the first time since the end of the recession in mid-2009. Statistics Canada said gross domestic product contracted 0.4 per cent between the second and first quarters of this year, when expressed in annualized terms. That's the weakest performance since the 3.7 per cent decline seen in the second quarter of 2009. Although the recession has past and Canada has improved, the unemployment rate in Canada was last reported at 7.4 percent in November of 2011. A decline of 53,000 in part-time work was partially offset by an increase of 35,000 in full-time. Compared with a year earlier, the number of part-time workers was down 1.9% (-62,000), while full-time employment grew by 2.0% (+274,000). Social and Demographics: Marketing communications has always played a key role in creating an image to attract a target market. Budweiser and Bud Lite are popular brands in the NFL and NASCAR, and true fans will then purchase those specific brands. It becomes their brand of choice. Labatt Blue had sponsorship ties with the NHL and Canadian teams and the CFL and several teams but recently, Molson has taken over the sponsorship of The Toronto Maple Leafs, which Labatt used to have. This was a huge loss for the company as Toronto is the largest city in Canada and generates one-fifth of the gross domestic product of Canada. This being said, The Air Canada Center sells Molson Canadian...
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...Dove Campaign for Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth...
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...founded on access to all vital and easily understandable information about the consequences of participation in terms of benefits and harms (Dolgoff et al, 2009). A healthcare provider may demand informed consent from a patient before providing care or a researcher may request it from a participant before enrolling the individual into a research trial. Informed consent is based on guidelines provided by research and medical ethics. To give informed consent, the person involved must have sufficient reasoning faculties and have all the relevant facts. However, not all individuals may have capacities for informed consent due to impairments to reasoning and judgment such as mental immaturity, severe intellectual disabilities, mental illnesses, high stress levels, being in a coma, Alzheimer’s disease, and severe sleep deprivation. Medical and research actions may be carried out due to lack of informed consent. When a person is considered unable to give informed consent, another person can be authorized to give consent on behalf of that person (Manson & O'Neill, 2007). For instance, legal guardians or parents may give informed consent for young children and the mentally ill. In case a person is given insufficient information to make a reasoned decision, severe ethical issues may arise. In clinical trials, such cases are anticipated and avoided by Institutional Review Boards or ethics committees. For a person to give informed consent, three elements must be present: capacity...
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...Anheuser-Busch Companies, Inc. Executive Summary Overview Sector: Consumer Staples Industry: Brewers Ownership: Public Parent: Anheuser Busch-Inbev Company A wholly-owned subsidiary of Belgium-based Anheuser–Busch InBev, is the largest brewing company in the United States. The company operates 12 breweries in the United States and nearly 20 in other countries. It was, until December 2009, also one of America's largest theme park operators; operating ten theme parks across the United States through the company's family entertainment division, Busch Entertainment Corporation. It is headquartered in St. Louis, Missouri. AB’s objectives as a corporation are: * To increase domestic beer segment volume and per barrel profitability which, when combined with market share growth will provide the source for earnings per share growth and improvement in return on capital employed. * To provide a great tasting fresh beer to our consumers by limiting self life to 110 days, and providing a “born on date” on all our products. * To build a high-performing, diverse workforce, while providing a safe, productive and rewarding work environment, in which all our employees can benefit. * To be a good corporate citizen and good neighbor in every community where we do business and promote the responsible consumption of our products. * To preserve and protect the environment and support communities where we do business, by complying with all applicable environmental...
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...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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... . . . . . . . . . . . . . . . . . . . . . . . . . 29 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 B R A N D P L A N N I N G 5 INTRODUCTION Great brands are no accidents. They are a result of thoughtful and imaginative planning. Anyone building or managing a brand must carefully develop and implement creative brand strategies. To aid in that planning, three tools or models are helpful. Like the famous Russian nesting “matrioshka” dolls, the three models are inter-connected and become larger and increasing in scope: The first model is a component into the second model; the second model, in turn, is a component into the third model. Combined, the three models provide crucial micro and macro perspectives to successful brand building. Specifically, the three models are as follows, to be described in more detail below: 1. Brand positioning model describes how to establish competitive advantages in the minds of customers in the marketplace; 2. Brand resonance model describes how to create intense, activity loyalty relationships with customers; and 3. Brand value chain model describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments. Collectively, these three models help marketers devise branding strategies and tactics to...
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...Jessica Schmitt English 111 Professor Kate Comer September 14, 2014 The Struggle as a Part-time Student and a Full-time Worker “In 2012, 46.5 million people were living in poverty in the United States—the largest number in the 54 years the Census has measured poverty. The poverty rate also remained at high levels: 15% for all Americans and 21.8% for children under age 18.”(ncleji) The poverty the children are born into effects them terribly, by turning them into adults at a young age. They have to begin working just to help their families provide shelter and food to live. While helping to provide for your family as a young adult your priority is working, and it isn’t necessarily completing assignments and hanging out with their friends. We live in a generation where education is usually a major key to a successful lifestyle. This has became a huge controversial issue these last few years because of fear that the youth will not be able to rise into elders foot steps causing poverty to rise and the gap between the poor and rich to grow immensely. The Public Service Announcement shows a young girl working at the register of a fast food place, and she is looking down at the register. There is another teenage girl working in the back preparing food.Written in the middle of the photo starting from the left in white is “Heather, 10th grade” directly underneath that “Worked 20 minutes on math problems.” and again “worked 45 minutes on term paper.”. After that with white...
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...World Religions Darlene Lovely Hum/130 August 3, 2011 Charles Hall World Religions Islam is one the largest and fastest growing religions in the world, second only to Christianity. The Islamic faith believes that there is only one God, who is named Allah. The Qur’an is the holy scriptures of Islam, believed by Muslims to be the words of God revealed to the great prophet Muhammad for the purpose of educating Muslims on how to live spiritually, mentally, and physically pure lives. An interview on the religion of Islam was conducted with Lonna al’ Moctar, a thirty-nine-year-old administrative assistant at The Muslim Community Center of Louisville in Louisville, Kentucky. The Muslim Community Center of Louisville is the newest mosque in Louisville and is the “boldest architectural expression of Islam to date in Louisville” (Smith, 2010, para. 2). The Muslim Community Center of Louisville is a mosque “intended as a place of interaction for all faiths” to learn about Islam, and is also home to an adjacent school, the Islamic School of Louisville, for pre-school, elementary, and middle school students (Smith, 2010, para. 7). Not unlike the construction of other mosques across the nation, The Muslim Community Center of Louisville had its share of opposition; however, its neighbors never complained about the construction of the mosque itself. Shortly...
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...AACSB Table 10-1: Summary of Faculty Qualifications, Development Activities, and Professional Responsibilities Date Range: January 1, 2007 - August 1, 2012 Accounting: Professor | | | | | | | Five-Year Summary of Development Activities Supporting AQ or PQ Status | | Name | Highest Earned Degree & Year | Date of First Appointment to the School | Percent of Time Dedicated to the School's Mission | Acad Qual | Prof Qual | Other | Intell. Contrib. | Prof. Exper. | Consult. | Prof. Develop. | Other Prof. Activities | NormalProfessionalResponsibilities | | | | | | | | | | | | | | Som Bhattacharya | Ph D, 1994 | | 100.0 | YES | | | 12 (5) | Service: 0Work: 0 | 0 | 0 | Editor/Review: 6Other:13 | UG, GR, RES, SER and ADM | Intellectual Contributions (12) Hopwood, W., Bhattacharya, S., Premuroso, R. (2011). Tasteless Tea Company: A Comprehensive Revenue Transaction Cycle Case Study. Issues in Accounting Education, 26(1), 163-179. Cao, J., Nicolaou, A., Bhattacharya, S. (2010). A Longitudinal Study of market and Firm Level Factors Influencing ERP Systems’ Adoption and Post-Implementation System Enhancement Options. 7th Annual International Conference on Enterprise Systems, Accounting, and Logistics. Rhodos: ICESAL. Behara, R., Bhattacharya, S. (2008). DNA of a successful BPO. Journal of Service Science, 1(1), 111-118. Premuroso, R., Bhattacharya, S. (2008). Do Early Members of XBRL International Signal Superior Corporate Governance and Future...
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...file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html The 22 Immutable Laws of Marketing Al Ries and Jack Trout The 22 Immutable Laws of Marketing Violate Them at Your Own Risk Al Ries and Jack Trout Dedicated to the elimination of myths and misconceptions from the marketing process A DF Books NERDs Release THE 22 IMMUTABLE LAWS OF MARKETING. Copyright © 1993 by Al Ries and Jack Trout. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission Contents Introduction 1. The Law of Leadership 2. The Law of the Category 3. The Law of the Mind 4. The Law of Perception 5. The Law of Focus 6. The Law of Exclusivity 7. The Law of the Ladder 8. The Law of Duality 9. The Law of the Opposite 10. The Law of Division 11. The Law of Perspective 12. The Law of Line Extension 13. The Law of Sacrifice 14. The Law of Attributes file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html 15. The Law of Candor 16. The Law of Singularity 17. The Law of Unpredictability 18. The...
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