The Role of Promotion In Marketing Essay Example | Topics and Well Written Essays - 750 words

The Role of Promotion In Marketing - Essay Example Sales were up 22% last year, twice as much more than the growth in the automobile industry overall. The strong image of reliability, coupled with national brand identity, Ford has made consumers trust them and thus choose their products over others. Lexus is a higher priced brand and appeals to a more affluent customer. Famous for their luxury sedans they have also introduced SUVs, sports coupes and hybrids into their product line. The Lexus LS was ranked highest in the industry by the Initial Quality Standard study. Beginning with the first introductory year of 1990 until 2011, it has ranked highest in 13 of the last 22 years. Advertising Ford advertises on network TV, in print publications and online. Since 2009, under the direction of Marketing Director, Jim Farley, they have increased advertising spending considerably. The gains were phenomenal. Farley, at first apprehensive because he aspires to bottom-up methods, wasn’t sure how his tactics would fit in with the company. You can see Ford cars advertised on the major networks like CBS, NBC and ABC and in the most popular consumer and news magazines such as Time magazine, Harper’s and Newsweek. Their online advertising efforts are focused on Facebook, YouTube, Twitter and Flickr with a heavy concentration on mobile marketing. They attribute the success of using these platforms to their popularity and achieve an immeasurable amount of exposure themselves. One consumer expressed his favorable opinion of Ford’s advertising by applauding their focused message, appealing to not only interested buyers but also to current customers and the many ads on television and direct-mail campaigns. The public opinion of Ford Motor Co. has grown so high in recent years as others automobile companies were faced with needing government funds to survive. Lexus’s advertising is as sleek and modern as their cars. They are so beautifully designed they have a tremendous appeal to consumers and inspire pu rchases by those who want to attain the level of sophistication the car implies. As with Ford their ads can be seen on all of the major networks and in the most widely read magazines. They are more apt to place ads in magazines like Town & Country and Vanity Fair because of their brand identity as a luxury car. Alongside Ford, Lexus is seen as having a high public profile in social media outlets. They can be seen in commercials on YouTube, have a strong Twitter following and Facebook fan base. The Promotional Mix A Detroit firm, Team Detroit, manages Ford’s advertising campaigns. There with Chief Creative Director Toby Barlow, Tom Farley and he explore their creativity. For each campaign they come up with a new idea and pick a new creative team. The unexpected ideas and fresh perspectives always add up to great campaigns. On the Internet, Ford has launched new campaigns with across the board exposure and signed an unprecedented 12-month media commitment with a company called Specific Media. They attribute the success of their advertising to their superior demographic and behavioral targeting that more effectively reaches current owners and prospective buyers. In 2010, Advertising Age ranked Ford Motor Co. as the number 1 marketer in the country. Lexus’s advertising is revolutionary in its high tech appeal and positions itself as the leader in innovation. This works well for a glamorous identity but their customer’

Recommendation of options that are available for Singapore Airlines Essay

Recommendation of options that are available for Singapore Airlines for their future strategy direction - Essay Example These services include variety of services ranging from cargo facilities to engine repairing packages as well. In this context, it can be stated that SIA has been implementing product development strategy with utmost concern towards its long run competency and sustainability. The major subsidiaries of SIA in this regards are the SIA Cargo, SilkAir as well as Tradewinds Tours and Travels among others. In addition, SIA has also been implementing the market penetration strategy by developing the products along with the offered services on a continuous basis. In this regards, SIA allows discounts of almost 50% on the â€Å"Exceptional Value Deals† during the holiday seasons focusing mainly upon the seasonal travellers (Kenny, 2009: 153-196; Kumar & Phrommathed, 2005: 50-97). However, in comparison to all the aforementioned strategies, SIA have been extensively concentrated on the diversification approach as its future strategic direction which is quite likely to influence a few noteworthy risk factors in relation to its operations. For instance, if a business organisation diversifies on a continuous basis and in an extensive way, it may result in increasing complexity at the operational level and likewise creating a negative impact over the productivity level of the company. Therefore, it can be advised that SIA should render equal importance to the product development strategies as well with the intention to fortify the product life cycle and simultaneously boost its profitability in the national as well as international market. This would facilitate SIA to develop its existing products and also aid the group to introduce new products for the current market. It is worth mentioning in this context that the company can also opt for market penetration and market development strategies. However, each of these strategic options is noted to possess certain limitations

Social Networking The Current Trends Media Essay

Social Networking The Current Trends Media Essay Nowadays social networking sites are gaining a lot of popularity among youth. These have played a crucial role in bridging boundaries and enabling them to communicate on a same platform. It has become a popular and a potential mean for them to stay friends with the existing ones and to grow up their social circle at least in terms of  acquaintances. Communication   has   become   effective   thanks to the existence of the internet. A social network is defined as a set of individuals who establish with each other in friendship manner. The individuals and their activities in the social network are interrelated and the bond are channels for transfer the immaterial resources. According to Boyd and Ellison definition of Social Network Sites, Social Network Sites is a web-based services that allow individuals to construct a public or semi-public profile within a bounded system, to articulate a list of other users with whom they share a connection, and view their list of connections and those made by others within the system. All social networking sites have almost the same features. Their backbone consists of visible profiles that display the details or the presentation of oneself. The basic level of entry in most social network sites is the setting up of a profile which is a personalized page developed by the user in which he/she presents him/herself to the friends through text, photos music and videos among others. The individual is asked to fill out forms containing a series of questions. The profile is generated using the answers to these questions, which basically include description such as age, location, interests, and an about me section. Social network sites also allow users to mobilize and organize their social contacts and profiles in the way they want other members to see them. Social network sites also give the externalization of data characteristics. The externalization of networks is possibly one of the first times online users have been able to view their own online social networks, and share them with friends and the general public. Some social network sites also support applications which allow users to describe the relation between themselves and other members. The label for these relationships differs depending on the site popular terms include Friends, Contacts, and Fans.Most social networking sites required confirmation from both party for the relationships term, but some do not. These one-way confirmation ties are sometimes called as Fans or Followers, but many sites call these as Friends as well. The term Friends can be misleading to others because the connection sometimes do not necessarily mean friendship in the common way, and the reasons people connected with others are varied. Social network sites also introduced new ways for community formation. although the virtual communications have existed since the beginning of online applications, social network sites support new ways for people to connect between themselves. Users of these sites may choose to communicate through various digital objects, such as tagging and in-built applications within the social network sites. Social network sites are also not just a collection of chat rooms and forums. The users can play games, take fun quizzes, share photos and ideas with friends. Social network sites nowadays also become simpler and easy to use. Anyone with basic internet skills can create and manage an online social network sites presence. Furthermore, social network sites are free of charge and open for anyone to join. Most of them just require registration, while others limit membership through an invitation from members who are already members of the site. Simultaneous posting across different channels also available today. Weve already seen how Twitter has this magical power of posting your tweets to your Facebook wall, and how LinkedIn can import your content from Twitter. And weve seen how this is taken to an extreme by sites like HootSuite which can publish to hundreds of different networks and groups from one click of a button. The HootSuite service is commonly used to manage online brands and to submit messages to a variety of social media services, including Twitter, Facebook, Google+ and Mixi. HootSuite also provides a browser-based dashboard that enable the users to keep updated on their Twitter account. We should get ready to see more of this seamless integration between different platforms. Today current trends in social networking sites also really focusing more on internet privacy. With social networking websites like Facebook.com and MySpace.com, it is too easy to obtain personal information about someone and use it to harm them. In a case with MySpace.com, the  availability  of  being  able to  customize ones own  site has allowed people to use phishing html code to create phishing profiles that allows that   person   to   access  anyones  profile  who  have  visited  the  phishing  profile. Phishing can often lead to the loss of personal information such as usernames, credit card numbers, and passwords. This in turn causes great privacy issues since that person can now  access personal information and then sell it off to marketing companies for a profit. This selling of  information to companies has bring to the rise in spam emails that we all  received. Another issue of concern with social networking web sites is the of copyright infringement. The original owner of the selected file were not mentioned during the sharing of thousands n thousands amount of files shared through social networking web sites. Also, commercial products are also being reproduced by individuals and uploaded to these social networking web sites. YouTube is a great example of how copyright infringement can happened using a social networking website, because the members can pretty much upload everything on YouTube. This show us that people are doing copyright infringement and uploading files and video clips that do not belong to  them. The only real way that copyright infringement is reported is through the self-policing of the YouTube   community . YouTube has been sued many times in the past and is now being sued for over one billion dollars by Viacom because of above cases. The trend at the moment is that whenever you search for content you are presented with content relevant to your interests, that is chosen in relation to your past searches, your likes, and so on. . Users of a social network can be associated with one or more interest categories. Posts or updates made in the social network by friends of a first user are associated with one or more interest categories. A social feed can be filtered based on the interested categories or the first user of the social feed or the interests associated with the posts or updates made by the first users friends. The danger here is that this process channelled us in one particular direction meaning that we can only see what the robots think we want to see. So we need to make another effort to find new and different content, since it is increasingly unlikely that this will pop up in the search engines. Today, we now can access social networking sites using smartphones and tablets. Smartphones and tablets are obviously the latest technology products right now. Meeker forecasts the worldwide number of smartphone and tablet users should overtake the worldwide number of computer users next year. That means around the world, more peoples experience of computing and Internet technology will come from mobile devices than via traditional desktop or notebook. If forecasts bear out, this shift will not only continue, but accelerate. Furthermore, business can use social networking websites for their  advantages. Social networking website can be used for hiring the employees. Such sites as jobstreet actually help many people searching for jobs and many companies looking for employees to find each other. It is as simple as creating your  own resume and upload it there. Another aspect of business affected by social networking websites is marketing.Not only is online advertising more effective than commercial advertising such as TV ads and magazines, it is also  more cheaper and reaches far more  people than  other forms of   advertising. In conclusion, there is no doubt that social networking sites has great impact on the society it has lot of challenges which we have to face .So, we should focus on the ethical use of these social networking sites so that it serves our society in a right way and the society can play an important role because it is a time bomb for the society. In one hand it provides a way to connect to our dear ones, and on the other side it gives a platform that become danger to others.

Common Ground on the Abortion Issue Essay -- Argumentative Persuasive

Common Ground on the Abortion Issue      Ã‚   Is there some common ground which both the pro-choice proponents and the pro-life proponents would find palatable? Presently, the situation in the United States, nearly three decades after abortion became legal throughout the nation, seems to be at an impasse. Canada, presented with abortion (now on demand) throughout that nation four years earlier, has a similar situation. It is obvious that the issue of abortion will not just evaporate or go away. So where can both sides find a common ground for overcoming this seeming impasse?    The obvious fact is that the two sides remain completely polarized. There seems to be no middle ground, no chance for compromise. When one strips the issue to its bare bones, the reason for the lack of middle ground is only too obvious. This either is or is not a living human from conception. This living human either continues to live or is killed. It is obvious that this being can't be just a little human, or perhaps not human at one point and then human at another. He or she either is or is not. Just as simply there is either life or death. There is no middle ground.    Pro-abortion advocates, who call themselves pro-choice, are unwilling to concede any ground at all. Would they allow passage of laws in either nation forbidding abortion in the third trimester for sex selection, to pick an extreme position? No! they have fought any such attempt. Would true blue pro-lifers, if they had their choice, allow abortion for pregnancy resultant from assault rape and incest, or for pregnancies when the developing baby is severely handicapped? No, they might be forced into this as a political compromise, and as a temporary measure. But ethically ... ...ernatives to abortion, adoption being an alternative par excellence? Why can't we cooperate in giving her all the information there is to be given from both sides of this controversial issue? Why not fully informed consent? Give her all the reasons for abortion, but also give her all the reasons for waiting, and most emphatically offer to her all of the constructive alternatives that now exist. If our laws continue to dictate that she be given that choice of life or death for her unborn, at the very least that choice should be a fully informed one. It should not just be informed in terms of technical information. No, it should also be a choice that is made in view of the fact that there is a warm and loving alternative to the technical quick fix of abortion. WORKS CITED: Index of Leading Cultural Indicators. Empower America. William J. Bennett.   

Critical Summary of the Sunrising by John Donne Essay

The Sun Rising,† by John Donne, is a lyric poem about two lovers. The poem is divided into three stanzas, each ten lines long. The rhyme scheme in each stanza is ABBACDCDEE. This is a dramatic poem where the speaker and his lover are in bed together. The speaker personifies the sun, and is speaking to it throughout the poem. As the sunlight comes through the windows, the speaker tells the sun to leave them alone. He seems to feel that their life together is complete, and that the sun is being a nuisance. He then tells the sun that his lover is worth more than anything the sun can ever find outside their bedroom. The poet addresses the sun as a person and rebukes the sun because it has wakened him and his lover from their sleep. He demands to know why lovers should obey time. He addresses d sun as â€Å"busy old fool†. He calls it unruly bcoz by peeping into d bedroom through windows nd curtains it disturbs d lover. He also shows his dominance over the sun, calling it a ‘saucy pedantic wretch’ and tells the sun to bother other people instead such as late school boys or workers imploring or more time to sleep. He tells the sun to find the royal court people and farmers to let them start their day instead of controlling the lovers, because time does not exist in love and unlike season or climate or sun, love doesn’t change. Hours, days and months are just silly, useless measures. In dis section of d poem we come across colloquial expression like â€Å"busy old fool† nd â€Å"saucy pedantic wretch† such terms of contempt fitfully set d tone of d poem whic h is one of annoyance. The poet challenges the sun about its strength, that the sun isn’t is high and mighty. because he can make it disappear by winking, except he doesn’t wish to â€Å"lose her sight so long† He teases the sun that his lover’s eyes are so beautiful and bright that it can blind the sun. He tells he sun to go to far away countries like India or stay because the entire world is with him in the bed. The sun can also find kings but he and his lover are so superior that even the kings will say the most important people are in his room, ‘all here in one bed lay’. The poet claims that his lover is ‘all states’ and in fact the whole world itself and he is the ‘prince’ that rules it, nothing else exists other than them. They are the celebrity, and even other princes want to mimic them. He declares that honour and science are nothing compared to their love and that the sun is only â€Å"half as happy as we.† He says the sun is old and so it should rest because its duty is to warm the world and since they are the world, the sun has completed its duty. Then, the poet cleverly turns the sun’s refusal to leave into a show of its generosity and by shining at them, it has centered itself upon the room of his love and so they are the sun, the center of the universe. The last part of d poem reveals d poets wit, his mastery over d use of apt imagery nd conceits. At d begning of d poem d poet asked the sun to go away from dere . now he invites the sun to go round their bed nd shine on dem

Accounting Software Installation Project

The Accounting Software Installation Project (from Larson, E. E. , and Gray, C. F. , 2011 Project Management – the managerial process, fifth edition p441) Sitting in her office, Karin Chung is reviewing the past four months of the large corporate accounting software installation project she has been managing. Everything seemed so well planned before the project started. Each company division had a task force that provided input into the proposed installation along with potential problems. All the different divisions had been trained and briefed on exactly how their division would interface and use the forthcoming accounting software.All six contractors, which included one of the Big Five consulting companies, assisted in developing the work breakdown structure—costs, specifications, time. Karin hired a consultant to conduct a one-day â€Å"partnering† workshop attended by the major accounting heads, a member of each task force group, and key representatives from each of the contractors. During the workshop, several different team-building exercises were used to illustrate the importance of collaboration and effective communication. Everyone laughed when Karin fell into an imaginary acid pit during a human bridge-building exercise.The workshop ended on an upbeat note with everyone signing a partnering charter that expressed their commitment to working together as partners to complete the project. TWO MONTHS LATER One task force member came to Karin to complain that the contractor dealing with billing would not listen to his concerns about problems that could occur in the Virginia division when billings are consolidated. The contractor had told him, the task force member, he had bigger problems than consolidation of billing in the Virginia division.Karin replied, â€Å"You can settle the problem with the contractor. Go to him and explain how serious your problem is and that it will have to be settled before the project is completed. † Later in the week in the lunchroom she overheard one consulting contractor bad-mouthing the work of another—â€Å"never on time, interface coding not tested. † In the hallway the same day an accounting department supervisor told her that tests showed the new software will never be compatible with the Georgia division’s accounting practices.While concerned, Karin considered these problems typical of the kind she had encountered on other smaller software projects. Case FOUR MONTHS LATER The project seemed to be falling apart. What happened to the positive attitude fostered at the team-building workshop? One contractor wrote a formal letter complaining that another contractor was sitting on a coding decision that was delaying their work. The letter went on: â€Å"We cannot be held responsible or liable for delays caused by others. The project was already two months behind, so problems were becoming very real and serious. Karin finally decided to call a meeting of all parties to the project and partnering agreement. She began by asking for problems people were encountering while working on the project. Although participants were reluctant to be first for fear of being perceived as a complainer, it was not long before accusations and tempers flared out of control. It was always some group complaining about another group.Several participants complained that others were sitting on decisions that resulted in their work being held up. One consultant said, â€Å"It is impossible to tell who’s in charge of what. † Another participant complained that although the group met separately on small problems, it never met as a total group to assess new risk situations that developed. Karin felt the meeting had degenerated into an unrecoverable situation. Commitment to the project and partnering appeared to be waning. She quickly decided to stop the meeting and cool things down.She spoke to the project stakeholders: â€Å"It is clear that we h ave some serious problems, and the project is in jeopardy. The project must get back on track, and the backbiting must stop. I want each of us to come to a meeting Friday morning with concrete suggestions of what it will take to get the project back on track and specific actions of how we can make it happen. We need to recognize our mutual interdependence and bring our relationships with each other back to a win/win environment. When we do get things back on track, we need to figure out how to stay on track. †