...MKT 201 Assessment II Case study 4-2 Semester III (Sep 2 – Dec 17) Viktoriia Lebedieva Case 4-2 Disney Learns to “Act Local” on the Global Stage 1) Why is it necessary for Disney to build brand awareness in China and other emerging markets? First of all, let’s define what is “brand awareness” means? Brand awareness means brand recognition. American children were grown up with Disney’s characters, as Mickey Mouse, and others. But Chinese kids don’t, they don’t know what it is. China is one of the great emerging market, as they always devise something new and produce or release it to the global market, where is it actually becomes adopt and popular by the other countries, nations. China market is good opportunity to build good brand and become famous/popular in the global market. China’s, India’s, and Russian’s markets are basically built-in film traditions. So, that’s obviously the right thing to start from one of them, like from China. 2) Do you agree with Disney’s decision to pursue a location approach in emerging markets? Yes, I think that localization approach could make Disnay enter easily into emerging markets. As there are same examples for localization, such as Mulan movie ; Mikey and Minnie Mouse were wore red suits, and so on. 3) Why is High School Musical so successful in global markets? This movie contains three parts. To be honest I like this movie very much. The reason is the new generation of young people love music; they are dreaming about...
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...Disney's other ventures for ABC included "The Mickey Mouse Club" (1955-1959) and "Zorro" (1957-1959). These and such "Disneyland" broadcasts as the Davy Crockett series led to a bonanza from the licensing of such products as Mickey Mouse Club hats, Zorro swords and capes, and Davy Crockett coonskin caps. Through careful market positioning of his product amid those of major film corporations, Disney focused on family entertainment. Live-action films took historical and often patriotic subjects in Johnny Tremain (1957), Old Yeller (1957), Tonka (1958), The Swiss Family Robinson (1960), and Polyanna (1960). The Shaggy Dog (1959) began a series of low-budget comedies such as The Absent Minded Professor (1961) and Son of Flubber (1963) that became mainstays of the company's production. Popular fantasies like Darby O'Gill and the Little People (1959) and Babes in Toyland (1961) led to the blockbuster Mary Poppins (1964). Animation continued in Peter Pan (1953), Lady and the Tramp (1955), Sleeping Beauty (1959), One Hundred and One Dalmatians (1961), The Sword in the Stone (1963), Winnie the Pooh and the Honey Tree (1966), and The Jungle Book (1967). In 1961 Disney changed his broadcasting alliance from ABC to NBC with "Walt Disney's Wonderful World of Color" and the less successful "Disneyland after Dark" series. With more than one-third of corporate income coming from the leisure park, Disney began development of the Mineral King resort. Stalled by ecological concerns, Disney initiated...
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...Company 1). Walter started work as a newspaper boy at the age of nine all the way through his teenage years. At the age of seventeen, Walter dropped out of high school and went overseas to serve in World War I. He served as a ambulance driver for only eleven months. Afterwards, he then returned to Kansas City to start his work as a commercial illustrator. He soon set up his own shop with Ub Iwerks. But due to unforeseen circumstances regarding financial problems, his company went bankrupted and he was sent to Hollywood. He soon resumed making cartoons with his brother as the manager in 1923. He soon met and married Lillian Bounds two years after the founding of The Walt Disney Company. His first major success in Disney Co. was with Steamboat Willie featuring Mortimer Mouse. His wife, Lillian suggested the name Mickey Mouse and Walter adopted the name for the new character. Walter reinvested profits from his recent hit back into production and improved his works. In an biography The invention of such cartoon characters such as Mickey Mouse, Donald Duck, Minnie, and Goofy combined with the daring and innovative use of music, sound and folk material (as in The Three Little Pigs) made the Disney shorts of the 1930s a phenomenon of worldwide success. This success led to the establishment of immensely profitable, Disney-controlled sidelines in advertising, publishing, and franchised goods (Walter Elias Disney 1). Their success led to the expansion of the franchise in several countries and...
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...Influenced by Politics from the 1940s, Robert Penn Warren novel gets inspiration from Huey Long’s life a Louisiana Governor, Senator, a politician who is recreated in Warren novel as Willie Talos. Warren also creates Jack Burden to narrate the story of Long, who is being characterised as Willie Talos. The story of Jack Burden in Robert Penn Warren’s book All The King's Men, tells the story of how he gets involved in Willie Talos political life as his employe, and as his loyal friend. Jack Burden, who narrates his life and Willie Talos story, self-declaring that “the story of Willie Talos and the story of Jack Burden are in a sense the same story”(224) really narrating how Warren thought that Huey Long's life was by creating a story to Long's life. Starting Jack Burden was born in 1897 from an affair that his mother had with Morty Irwin, referred in the story as “The Judge”, to clarify Jack’s mom does not marries Morty Irwin even though she loves him because he is the fiance of Ellis Burden the person who Jack considers his true father. Later on in his childhood Ellis Burden leaves because he realizes that his best friend Morty Irwin has been having affairs with his wife so he leaves Jack’s mom for another woman. Because of this event in his life makes Jack hates...
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...appeared in 1928. Mickey was once a mischievous, adventurer, and over the years has transformed into a cheerful, calm, educational tool. Mickey Mouse originally created to be only an animation appeared on the big screen on November 18, 1928. Mickey Mouse’s first appearance was in “Plane Crazy” (1928). This short film was about Mickey becoming a pilot as an attempt to impress his future girlfriend Minnie Mouse. His goal throughout the cartoon was to get Minnie to kiss him while flying the plane. He tries so hard to get the kiss that he leaves Minnie to no other choice, but to parachute out of the plane to escape. Shortly after this cartoon was made another one titled “ Gallopin’ Gaucho” (1928), but it was not until “Steamboat Willie” (1928) that Mickey became very popular. During Walt Disney’s time other cartoonists were trying out innuendo and sexuality, or trying to steal ideas from one another, the Walt Disney creations became original, enjoyable and something for the entire family, regardless of age to enjoy together. Mickey Mouse has a very unique personality that represents his founder Walt Disney. Mickey has become a global phenomenon, and just like his creator the value of “never quitting” is easily identified as something they both have in common. This is the main reason that Mickey Mouse has become so successful. They both took on the challenge of the hard times because they knew eventually they would become successful. Mickey was a very inspirational...
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...Disney Productions is one of the entertainment businesses’ leading contributors, bringing in not only outstanding profits, but joy to millions of people all over the world. However, the Disney’s road to create this success was not an easy one. Walt Disney devoted his life to the arts and entertainment from every since he was a young boy, but Walt’s fame and fortune did not take fruit until he created Mickey Mouse. On December 5, 1901, Flora and Elisa Disney’s fourth child was born into the world, Walt Disney. Even at a young age, Walt exhibited a tremendous amount of creativity. He first began drawing pictures when he was in the first grade and did not stop drawing until he died. Another one of Disney’s talents that most people are not aware of was his exceptional acting skills. Disney took each and every chance he had to perform in his classroom or on stage. However when he was sixteen, school no longer interested him and he dropped out. After dropping out, he began working on a train as a waiter until the United States entered the war. Disney had a tremendous desire to join the army and serve his country, but he was denied because he was too young to service. Although he was not able to service in the war, he still had the desire to assist in some way to the war and became a volunteer for Red Cross. Within a week’s time, he was already sent to the front and did not return back home for about two years. When Disney returned home from the war he talked to his father about...
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...rambunctious personality soon came to an end when Walt Disney realized despite being the man behind the character, he actually didn’t own the rights to the animated rabbit, as he was property of the Universal Pictures. Eventually, Walt Disney broke his ties with Universal, left his staff behind and ventured onto new hopes. Mickey Mouse was born in Walt Disney's imagination early in 1928 on a train ride from New York to Los Angeles. Walt then decided to make the character modeled after the mouse he grew so fond of and this time that no one would be able to take away. Contrary to popular belief, “Steamboat Willie” was not Mickey’s first appearance, but rather it was six months earlier with the short “Plane Crazy” Based on the famous aviator Charles Lindbergh, the film was about Mickey becoming a pilot in attempt to impress his girlfriend known as Minnie Mouse. But it wasn’t until “Steamboat Willie” that the character would catch...
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... As we all know that selection of the best musical album is not an easy job in any context. Like for instance, the best singer nomination of American Idol judges has never been easy. In most cases the nomination is made based on the collective effect of the fans and judges and the singer that comes out with the highest vote becomes the winner. Therefore, in that regard, I do strongly think that in the selection of the best CD from Kresge Library I would nominate Don William album “You Are My Best Friend “for my Oakland University, Kresge Library fans. Don William laid-back, straightforward vocal large imposing voice came to be known as the “Gentle Giant “. He got that nickname in the early 70s. He became playing guitar when he was a child, learning the instrument from his mother as a teenager, he played in different of country rockabilly, folk and rock and roll bands. After he graduated from high school, he formed his first band with a friend named Lofton Kline. And in 1966 his band signed a contract with Columbia Records. additionally, in the 70s, Williams became the most successful country artist in the world. His country, pop not only crossed over into the America pop mainstream, it also gained him a large following in England and Europe. In 1978, he won several country music awards, highlighted by the Country Music Association naming him Male Vocalist of the year. This award is given to individual artists and broadcasters to recognized outstanding achievement in the country...
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...Timothy McGraw Tim Mcgraw born Samuel Timothy McGraw on May 1, 1967 in Delhi, Louisiana is an influential, accomplished and successful country singer. Tim has had consecutive albums debut at Number one on the Billboard album charts which is a hard achievement to reach as an artist. He has won three Grammy’s, three People’s Choice awards, 10 American Music awards, 11 Country Music Association, and 14 Academy of Country Music Awards, now who as an artist let alone country artist would not want these type of accolades? I know I would, then to top that off his Soul2Soul II tour was and still is till this day is the highest grossing tour in country music history, and ranks in the top 5 spots for all genres of music. The song I chose from Tim McGraw’s collection of hits was “Live Like You Were Dying”, it was written by Tim Nichols and Craig Wiseman in early 2004 but was performed by Tim Mcgraw. This song reached #1 on U.S. Billboard country music charts and continued to stay there for several weeks. Tim associated the song with his father who was hospitalized in 2003 but died 9 months later to cancer and he did everything he could to enjoy his last months despite doctors telling him that he has only 3 months live, from this tragic life event Tim learned that every day is not promised to us so we must live life to the fullest and live as if it was your last day hence the title of the song and numerous clichés on the saying itself. He did a lot of searching and finding out who he...
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...Maresca had co-written Dion's previous # 1 hit, "Runaround Sue", but originally intended "The Wanderer" to be recorded by another group, Nino and the Ebbtides. They passed on it in favour of another Maresca song, so Dion was given it as the B-side of his follow-up single, "The Majestic", a song which his record company had chosen for him. The record was turned over by radio DJs who preferred "The Wanderer", which duly entered the US charts in December 1961 and rose to # 2 in early 1962. It also reached # 10 in the UK and # 1 in Australia. The song was recorded with an uncredited background vocal group, the Del-Satins, in a rockier style than Dion's earlier hits with the Belmonts. The Del-Satins were an established doo-wop group led by Stan Ziska (later known as Stan Sommers), who at the time were also contracted to Laurie Records, and who later formed the core of Johnny Maestro & the Brooklyn Bridge. Musicians on the original recording included Bobby Gregg, Bucky Pizarelli and Johnny Falbo on guitars, Jerome Richardson on alto sax, Buddy Lucas on tenor sax, and Panama Francis and Sticks Evans on drums.[citation needed] Dion said of "The Wanderer":[2] At its roots, it's more than meets the eye. "The Wanderer" is black music filtered through an Italian neighborhood that comes out with an attitude. It's my perception of a lot of songs like "I'm A Man" by Bo Diddley or "Hoochie Coochie Man" by Muddy Waters. But you know, "The Wanderer" is really a sad song. A lot of guys...
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...Copyright Term Extension Act The Copyright Term Extension Act was passed in 1998 in order to extend copyright terms in America. Before this act was passed, there was only the Copyright Act of 1976 which would only allow a copyright to last a total of 50 years for an individual. It was still different for corporations though, as to where their copyrights would last up to a total of 75 years. The 1998 Act extended the copyrights for individuals to stay valid up to 70 years instead of 50. It also helped corporations to have their copyrights extended from only 75 years to 120. This law is also known as the Sonny Bono Copyright Term Extension Act, Sonny Bono Act, or the Mickey Mouse Protection Act. Salvatore Phillip “Sonny” Bono was a recording artist, politician, and producer who became famous along with his wife Cher as a singing duo called Sonny & Cher. He was the mayor of Palm Springs, California from 1988 to 1992 and congressman for California’s 44th district from 1995 until his death in 1998. Although this act was passed in 1998, it still allowed additional works made in 1923 or afterwards to be protected under this act until 2019 or later depending on when the product was created. The Copyright Term extension act did not revive any copyrights that had already expired, although it did extend the terms of protection for each copyrighted creation. However, any individuals or corporations work that was created before January 1st, 1978, but hasn’t been published or registered...
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...Alexandra Gehrs James Watson James Watson was born on April 6th, 1928, in Chicago, Illinois. He was the only son of Jean and James D. Watson, who was a businessman from English descent. He had one sister named Elizabeth Jean Watson, whom he loved very much. Watson grew up on the southside of Chicago and attended the public schools in the area.Watson attended Horace Mann Grammar School for eight years, and South Shore High School for two years. During his childhood, Watson was fascinated with bird watching with his father, pointing out all of the different types of birds and their ways of living. In 1943, he received a scholarship to the University of Chicago, where he enrolled at fifteen years old. Four years later, he graduated with his Bachelor of Science degree in Zoology. He then attended Indiana University to work on his PhD in Zoology. He graduated in 1950 from Indiana and started to transform his childhood love of bird watching into genetics. During his time at Indiana, Watson had begun to work with X-ray imaging. His thesis was a study based on the effect of intense X-rays on bacterial reproduction, which led him to study more in depth with X-ray imaging and observing photographic patterns created by them. In the fall of 1951, Watson met Maurice Wilkins at Cambridge University. He saw for the first time crystalline DNA’s X-ray diffraction pattern, and moved his laboratory there. After seeing this, Watson decided that he was going to research DNA and discover its structure...
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...first appeared in 1928. Mickey was once a mischievous, adventurer, and over the years has transformed into a cheerful, calm, educational tool. Mickey Mouse originally created to be only an animation appeared on the big screen on November 18, 1928. Mickey Mouse’s first appearance was in “Plane Crazy” (1928). This short film was about Mickey becoming a pilot as an attempt to impress his future girlfriend Minnie Mouse. His goal throughout the cartoon was to get Minnie to kiss him while flying the plane. He tries so hard to get the kiss that he leaves Minnie to no other choice, but to parachute out of the plane to escape. Shortly after this cartoon was made another one titled “ Gallopin’ Gaucho” (1928), but it was not until “Steamboat Willie” (1928) that Mickey became very popular. During Walt Disney’s time other cartoonists were trying out innuendo and sexuality, or trying to steal ideas from one another, the Walt Disney creations became original, enjoyable and something for the entire family, regardless of age to enjoy together. Mickey Mouse has a very unique personality that represents his founder Walt Disney. Mickey has become a global phenomenon, and just like his creator the value of “never quitting” is easily identified as something they both have in common. This is the main reason that Mickey Mouse has become so successful. They both took on the challenge of the hard times because they knew eventually they would become successful. Mickey was a very inspirational...
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...Chicago Illinois, Walter Elias Disney strived for greatness. His decision to move to California ultimately would engine his profession as the most well known cartoonist of all time. Soon after his big break with the featurette of “Alice Comedy” he began his production in Hollywood. Walter Disney revolutionized the idea of entertainment by creating Mickey Mouse, Disneyland land, and also establishing the California Institute of the Arts. [86] From silent films to weekly programs, Mickey Mouse has always been in our lives. According to Walt Disney: A Biography http://disney.go.com/vault/read/walt/index.html, Mickey Mouse was created in 1928 and was used in a silent film entitled “ Plane Crazy” but later made his debut in “Steamboat Willie” the worlds first fully synchronized sound cartoon. Now in days we always see fully synchronized cartoons and don’t really give much thought to it because its normal. Walt Disney’s drive to perfect animation was tireless and to his success he became the first to create a fully synchronized sound cartoon in the late twenties. As Walt Disney said “ I only hope that we don’t lose sight of one thing- that it was all started by a mouse.” The whole Disney empire was started by one character whom at first didn’t even talk . Mickey Mouse is even the iconic symbol for the wonderful Disney franchise. As a result Mickey Mouse was the engine that helped fuel Walt Disney’s success as an animator and the entertainment industry. [174] Barrera...
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...Willie Stark Willie Stark is a human being, endowed with the ability to feel and act in equal measure. In the beginning of the chapter, when he is the County treasurer for Mason City, he is shown as a frustrated young man who is unable to convince Pillsbury against building the School house through J. H. Moore whose rates are high but quality is low. He voices his protest against Pillsbury and expresses concern over his undertaking. He feels dejected when his suggestion goes unheard. However, when the building collapses under its weight, people remember Willie Stark and his warning. During the elections, when Willie becomes aware of the dirty plan of Harrison, he feels insulted. He frets and fumes about the injustice done to him but when he recovers from his depression; he exposes the hypocrisy of Harrison and declares his withdrawal from the contest. Therefore Willie acts in spite of being emotionally disturbed. After he becomes the Governor, he faces numerous problems, which affect him emotionally but he always takes hold of the situation and plans the course of action accordingly. Stark is an emotional fool but he is also a man of action. Willie is a man with a vision and a mission. Earlier, he had envisaged building a sturdy Schoolhouse, which would give confidence to its students to learn well and put in their best efforts. When he becomes the governor, he plans to use the State funds for developmental activities like making good roads and building hospitals...
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