International Competition Essays - Marketing, Communication Design

International Competition Essays - Marketing, Communication Design International Competition Consumer Behaviour Consumers have so many choices to make compared to ten or even twenty years ago. Today as always, business growth depends heavily on loyal customers who return because they are satisfied with the product and/or service they have received. But first companies have to bring consumers into the stores. The companies bring consumers into the store by marketing their product. The average consumer would probably define marketing as a combination of advertising and selling. It actually includes a good deal more. Modern marketing is most simply defined as directing the flow of goods from producers to customers. In order to answer this question fully we must define consumer goods which means goods that are used or bought for use primarily for personal, family, or household purposes. The paper outlines the contributions of marketing through fast moving consumer goods. Promotion, which works hand in hand with marketing a product, allows the product to be relayed to the right consumer through cam paigns. A Market research must be completed to find a target audience which is used for promotional and advertising reasons. The last part of the scheme is the actual advertising of the good which pulls the consumer into the store. Marketing has had an influential impact on fast moving consumer goods through abroad range of activities including, promotion, market research, and advertising. Promotion is used to communicate information about goods and services to target market audiences thereby facilitating the exchange process. Promotion plays an important role in informing, educating, persuading and reminding customers. The promotional mix is adjusted according to the organizations promotional objectives and its marketing situation. Generally, in consumers services, marketing and advertising will be by far the main component and the most expensive. Promotion is essentially about communication. Target audiences need to receive information about goods and services before they can begi n to consider making a purchase. The promotional objectives will influence the nature of the promotional message and the type of appeal used to get the message across. One of the key tasks in designing and executing promotional programmes is the selection of appropriate media for advertising and other forms of communication. The range of possible media choice is extensive but will ultimately be governed by factors such as the budget available and the target audience profile. The development of an effective promotional campaign involves combining the promotional mix elements in the most appropriate way to meet the organizations communications objectives. Evaluation and monitoring is important and one method of evaluation is by completing marketing research. (Woodruffe 1995149,163-4) An advertisement, or a campaign of advertisements, is planned in much the same way a successful salesperson plans the approach to be used on a personal call. The first stage is working out the strategy. T his requires a thorough analysis of all available market research, personal discussionsor focus groupswith typical prospective buyers of the product, and knowledge of all competitive products and their advertising. Based on the understanding and insights derived from this information, advertising professionals write a strategy that defines the prospects that constitute the target market to which they must direct the message and what must be communicated in order to persuade the prospects to take the action that is desired. With this strategy as a guide, copywriters and art directors begin to create the advertisements. At this second stage they try to come up with an idea that involves the prospect, pertains to his life or problems, and is memorable. The idea can take the form of an unexpected set of words or a graphic symbol. It also can be a combination of words and graphics, and even music. An advertising idea works best when it is a totally unexpected yet thoroughly relevant fulf illment of the strategy. The third stage is the execution of the idea. This means turning the idea into some form of communication that a prospect can see or hear. For print advertising, execution involves writing text, taking photographs or commissioning drawings, arranging elements on the page (layout), setting type, making photo engravings, and so on. For broadcast advertising, it may mean writing dialogue and composing music, hiring actors and recording voices, filming in a studio or on location. Throughout all

Free Essays on Memories Of The Alhambra

Memories of the Alhambra The novel, Memories of the Alhambra, by Nash Candelaria tells the story of a man’s search for the roots of his heritage. The novel takes place some time shortly after World War II. The main characters of the novel are Jose Rafa, his wife Theresa Rafa, and his son Joe Rafa. Given that the Rafas are members of a minority culture, people in a social hierarchy, with inferior power and less secure access to resources than majority groups, they experience all types of discrimination that shapes their lives. The majority culture influences a person’s life choices through discrimination such as language barrier and the assumptions that people who are born in a minority culture will always have a lower status than those people in a majority culture. As a minority living in a majority culture, Joe Rafa, much like his father Jose Rafa, was never proud of his Mexican heritage. When Jose Rafa was in school, he was extremely embarrassed and ashamed when the teacher asked him about his nationality. Similarly, Joe Rafa had the same predicament; Joe hated his heritage because in school he got into many fights because other kids would be derogatory and call him names like â€Å"Dirty Mexican (84).† Joe’s parents had to transfer Joe to a parochial school for discipline. Fortunately, Joe was able to use this to his advantage; under the loving care of his new teachers, Joe realized that knowledge was the real power. Because Joe was a minority existing in a majority world, Joe learned to be quiet, but smarter. Joe recognized that in order to become better then the majority, he needed to be the smartest student in the class; he must beat them at their own game, in their own field. When Joe came to understand the meaning of dili gence and in! telligence being the true power, his school career blossomed. He became an honor student and found a group of friends with whom he could relate. In this case, being a minority gave Joe th... Free Essays on Memories Of The Alhambra Free Essays on Memories Of The Alhambra Memories of the Alhambra The novel, Memories of the Alhambra, by Nash Candelaria tells the story of a man’s search for the roots of his heritage. The novel takes place some time shortly after World War II. The main characters of the novel are Jose Rafa, his wife Theresa Rafa, and his son Joe Rafa. Given that the Rafas are members of a minority culture, people in a social hierarchy, with inferior power and less secure access to resources than majority groups, they experience all types of discrimination that shapes their lives. The majority culture influences a person’s life choices through discrimination such as language barrier and the assumptions that people who are born in a minority culture will always have a lower status than those people in a majority culture. As a minority living in a majority culture, Joe Rafa, much like his father Jose Rafa, was never proud of his Mexican heritage. When Jose Rafa was in school, he was extremely embarrassed and ashamed when the teacher asked him about his nationality. Similarly, Joe Rafa had the same predicament; Joe hated his heritage because in school he got into many fights because other kids would be derogatory and call him names like â€Å"Dirty Mexican (84).† Joe’s parents had to transfer Joe to a parochial school for discipline. Fortunately, Joe was able to use this to his advantage; under the loving care of his new teachers, Joe realized that knowledge was the real power. Because Joe was a minority existing in a majority world, Joe learned to be quiet, but smarter. Joe recognized that in order to become better then the majority, he needed to be the smartest student in the class; he must beat them at their own game, in their own field. When Joe came to understand the meaning of dili gence and in! telligence being the true power, his school career blossomed. He became an honor student and found a group of friends with whom he could relate. In this case, being a minority gave Joe th...

How important is social stratification to civilization Essay

How important is social stratification to civilization - Essay Example uss the importance of social stratification to civilization by using examples such as Egypt, Rome, China, Vietnam, Egypt and Greece to show how societies in these countries depended on social stratification. Without social classes, the whole system will collapse as social classes hold it together. The king may turn into a dictator and order the killing of those who are not in support of him, the workers and slaves may commit mutiny, the merchants would refuse to sell their goods and even the high priests would all fight in order to get the throne. This would create a very chaotic scenario. Social classes, therefore, define the position of an individual in society be they a slave or a worker in the Army.1 An instance can be shown such as in Africa, Egypt; the society was structured like a pyramid. At the top were the gods who were believed to control the universe and so they needed to be kept happy as they had the ability to make the Nile flow for instance or cause famine and death. They could elevate some humans to be gods, the pharaohs, for instance, who had absolute power over their subjects and had many responsibilities among them protection of the people. Individuals in Egypt abused their powers by the establishment of leaders amongst themselves and hierarchy that was based on the wealth and individual importance. This led to destructive forces for the fragile societies leading to the disappearance of lasting civilizations. In Rome, there were two distinct political classes, the rich and powerful and the merchants, farmers, soldiers, and artisans. The patricians expelled the king and instituted a whole new government and monopolized all political offices in Rome. Even though the patricians were confident in their wealth, they could not survive without the others who mainly served to provide food. There was the lack of autonomy and welfare, and so social stratification did not exist. This serves as a basic example of the effects of a collapse in the social