Contemporary Integrated Marketing Communications The WritePass Journal

Contemporary Integrated Marketing Communications Introduction Contemporary Integrated Marketing Communications ). The users tend to share their location details and their statuses on the social network websites. The majority of users have started to access the social networking websites via mobile devices contrary to the previous utilization of Broadband-enabled PCs and laptops (Humphrey and Laverie, 2011). In fact, the number of users, who access the Internet via Smartphones, has doubled over the recent years (New Market Trend Watch, 2012). With this in mind, the companies have started to benefit from the location based advertising via mobile access. Location based advertising is not a new concept, however the innovation attributed to this concept suggests mobile advertising tailoring on the basis of locations (Bruner and Kumar, 2007). Given the fact that the mobile phones are always with the individual, it makes it quite easy to generate interest among the consumers. There are two approaches to Location Based advertising, namely push and pull approach (Bruner and Kumar, 2007; Unni and Harmo n, 2007). The push approach suggests that the companies send out adverts either to specific consumers and/or to all the consumers.   The pull approach implies that the customer request the adverts themselves. Location based strategies and tactics are regarded to be part of the customer management strategy, which imply the delivery of the proactive individualized attention to the customers in the form of customized advertising. Humphrey and Laverie, (2011) suggest that the social media network has   gone further and has   started to introduce the incentives that are aimed at the development of willingness to share the location via social networking website. It is especially visible in the example of Foursquare (Humphrey and Laverie, 2011). This company provides the badges for a certain number of location sharing events. Therefore, there is a great potential for this type of mobile advertising to grow , if the opportunity is seized by the company on time (Dao and Jeong, 2012). For instance, Facebook has reported a decline in its profits, since the management was late on the adoption of mobile advertising on the rise of popularity in mobile access (Bloomberg, 2012). Application of Theory to the Case Study Location-based advertising is regarded to be quite efficient, especially for the small-sized companies (Mashable, 2012). This is especially beneficial for the studied company, namely Get Fit Now! Gym Company. As a result, the location based advertising may be triggered by the location of this company and its branches. It has been estimated that it might be quite profitable for the small sized businesses. It has been estimated in the consumer survey in 2010 that 49 % would utilize the location based advertising, if the information that they would receive via advertisements would be more relevant (Internet Advertising Bureau, 2010). Given the fact, that a consumer is located in the region as the gym, namely Get Fit Now!, the location based advertising might trigger the consumer’s interest, and therefore the behavioural intentions to visit the gym or at least to ask for   information about the services. Yoo, Donthu and Lee, (2000) have estimated that advertising positively affects the increase in the positive brand associations and therefore the increase in the brand equity. This implies that the frequency of the viewed advertising directly affects the increase in the cognitive processes of the consumers. This, in turn, drives the memorization of the certain advertisements (Yoo, Donthu and Lee, 2000). Therefore, the frequency of being located in the certain area directly affects the frequency of the viewed advertising. As a result, this is regarded to be a valuable advertisement, since it targets the individuals, who would be interested in visiting the Gym, due to the certain current location. It would b e, however, more valuable and useful, to integrate more of consumer data in the location-based advertising. This implies that simple location might be a limited data for generation of consumer interest in the particular product or service (Xu, Oh and Teo, 2009). This research also implies that the mobile devices are still limited for the receipt of rich multimedia content, which may affect the quality of advertising. Therefore, even though, the consumer might receive the adverts, due to this limitation, they might lack interest in the content of advertising (Xu, Oh, Teo, 2009). As a result, this implies that location-based advertising is a relatively new area, which needs further development in the task of consumer demand’s escalation. Discussion The main challenges that are attributed to   location based advertising imply that it is still new to the customers,so the consumers may be reluctant to utilize this kind of technology. This is mainly associated with privacy and security concerns. Kim et al., (2004) have estimated that for the new users of the innovative technology,   privacy and security are the key issues for concern. However, it is stated that if there is valuable information, which is provided in exchange to the location–related data, the concerns about   privacy and security are diminished (Mobile Marketer, 2012). The main problem lies in the ability to provide the products for the attributed target market, rather than for everyone. Therefore, the technology should be advanced enough in order to provide valuable information to the customers, based on the segmentation data, beyond the simple location. The main role in location based advertising is played by the actual mobile device. However some mobile companies are reluctant to promote  Ã‚   location based advertising (Mobile Marketer, 2012). For instance, it has been estimated that recently, along with the new iOS6 platform, Apple has integrated its own branded maps, instead of Google maps. As a result, a number of glitches were reported within this system that has affected location based advertising in a very negative way (Mobile Marketer, 2012). Conclusion This report was designed in order to demonstrate the role of location based advertising in the modern marketing communication mix. It has been estimated that location based advertising is still in the first stages of development and promotion. This implies that for consumers, this is still regarded as innovative technology. This drives the development of concerns for privacy and security, related to this type of technology. Furthermore, it has been estimated that there is a large potential for location based advertising. However there is supposed to be some advanced technology integrated in order to be able to base the advertising on the segmentation variables, beyond the location. However, it has been estimated that for the small-sized businesses, location based advertising is regarded to be beneficial. Therefore, this type of advertising will be quite advantageous fro Get It Fit Now! Gyms. The main challenges are attributed to the innovative feature of this type of advertising and the inability to target the right customer segments. As a result, the customers do not have the ability to receive really valuable information in exchange for their location data. Another problem relates to the mobile companies that restrict the location based advertising on their devices. References: Bloomberg. (2012). Facebook Working on Location-Based Mobile-Ad Product. Available: bloomberg.com/news/2012-06-18/facebook-readying-location-based-mobile-ad-product.html (Accessed on 9/1/2013) BusinessWeek. (2012). Facebook: The Making of 1 Billion Users. Available: businessweek.com/articles/2012-10-04/facebook-the-making-of-1-billion-users (Accessed on 9/1/2013) Dao T., Jeong S., Ahn H. (2012). A novel recommendation model of location-based advertising: Context-Aware Collaborative Filtering using GA approach. Expert Systems with Applications, Vol. 39, pp. 3731-3739 Evans D. (2008). The Economics of the Online Advertising Industry. Review of Network Economics. Vol. 7, Iss.3, pp. 1446-9022 Humphrey W., Laverie D. (2011). Driving Frequency with Mobile Social Networks and the Mediating Effects of Price and Quota Promotions. IJMM, Winter, Vol.6, Iss.2, pp. 46-60 Internet Advertising Bureau. (2010). Location Based Advertising on mobile. Available: iabuk.net/sites/default/files/white-paper-docs/Location%20Based%20Advertising%20-%20Whitepaper.pdf (Accessed on 9/1/2013) Kim S.S., Malhotra K.N., Agarwal J. (2004). Internet Users’ Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model. Information Systems Research, Vol.15, Iss. 4, pp. 336 -355 Kotler P., Armstrong G. (2010). Principles of Marketing. 13th ed., Pearson: USA Mashable. (2012). How to Leverage Location Data for Better Mobile Ads. Available: http://mashable.com/2012/07/09/mobile-advertising-location-data/ (Accessed on 9/1/2013) Mobile Marketer. (2012). Location-based advertising still searching for its place. Available: mobilemarketer.com/cms/news/advertising/13009.html (Accessed on 9/1/2013) Mobile Marketer. (2012). Is Apple screwing up location-based advertising opportunities? Available: mobilemarketer.com/cms/news/advertising/13899.html (Accessed on 9/1/2013) Unni R., Harmon R. (2007). Perceived Effectiveness of Push vs Pull Mobile Location Based Advertising. Journal of Interactive Advertising. Vol.7, Iss.2, pp. 28-40 Xu H., Oh L., Teo H. (2009). Perceived effectiveness of text vs. multimedia Location-Based Advertising messaging. International Journal of Mobile Communications. Vol.7., Iss. 2., pp. 154-177 Yoo, B., Donthu N., and Lee S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science. Vol. 28, pp. 195-211

Summit vs. State Supreme Court of Nevada (1985) Essay

Summit vs. State Supreme Court of Nevada (1985) - Essay Example This testimony was offered by the appellant by stating that the victim had previous knowledge of similar acts that formed a foundation for the current case. Summitt was convicted by the grand jury, and the current case is an appeal on grounds of the rape shield law under FRE 412. Issue The issue before the court in the current case is whether the rape shield law allowed the admission of prior sexual experience of the victim as evidence in the case. The court had to determine whether Summitt could introduce the prior sexual experience of his victim as a basis for his defense in the appeal of his conviction. Rule The rule in this case is defined by the Nevada Revised Statute Section 50.090.1, which limits the inquiry into the sexual history of a victim in a rape or sexual assault case. This rule reversed the common law statute of rape cases, where the morality of the victim could have led the assailant to infer consent for sexual acts. Analysis The rape shield law was designed to preve nt the introduction of irrelevant evidence in sexual assault cases, evidence that had the potential to prejudice a jury against a victim in the case. The evidence that is usually barred includes opinions or apparent previous reputations of the victim and prior sexual experience. In the case of Summitt v. The State Supreme Court of Nevada, the rape shield law was used to prevent the appellant from introducing a previous sexual assault on the victim as basis for defense. The appellant tried to claim that since the victim had been subjected to the same assault previously, the victim had prior independent knowledge of the present case. According to common law, a defendant has the right to present witnesses in a case, cross examine them and introduce any history that pertains to the case. But in the case of sexual assault, this history might have no bearing on the case and just prejudice the jury. Therefore, the rape shield law is used to shield the victim from unfair testimony. In this case, the defendant tried to prove that the prior sexual experience of the child could have been used to formulate the evidence in the current case, indicating that the rape shield law should not have been applied. In dissenting, Steffen, a judge, stated that the previous sexual experience of the victim could have been used to make up statements in the current case, and that the lesser court was wrong in excluding reference to the previous assault. Conclusion The decision in the case to reverse the prior ruling and remand the case for a new trial was based on the error by the district court in not admitting the prior sexual experience of the victim in the case. This means that the rape shield law can sometimes act unfavorably for the defendant, since the victim could have prior knowledge that might have bearing in the current case. Discussion The rule in this case impacts different rape and sexual cases. From the decision, it is seen that the rape shield law can be circumvented by a jury if it is evident that the defendant needs the prior sexual experience of the victim in his case. Question 2 Facts Martin Weil unexpectedly passed away, and on investigation, his doctors could not explain the cause of death or the cause of several medical complications that he experienced before his death. One

First Amendment Rights Essay Example | Topics and Well Written Essays - 750 words

First Amendment Rights - Essay Example The freedom of speech and expression has its downside and its negative effects include: discrimination and hatred caused due to religious freedom of expression, obscenity and biased content presented by media and protest against measures that are healthy for the overall society. One of the main reasons due to which the First Amendment was enacted was to protect the right of all religions to exercise their religion in a free manner. The issue with free exercise of religion is that religious groups preach their followers that their religion is superior to other religions and is the best religion. This has resulted in differences among individuals representing different religions and has led to the growth of biased attitudes of followers of one religion for followers of other religion (Basford, 2003, p.386). Another issue is that, Schools and Universities that are backed by religion such as Catholic schools even have students from different religions and these educational institutes ten d to promote their own religion within the educational institute as a result of freedom to exercise religious activities. This coerces followers of one religion to follow the teachings and practices of other religion. Another issue is that while religious teachers of different religions are preaching their followers, they tend to create hatred among their followers for people of different religions. Another reason due to which the First Amendment was enacted was to protect the media from any policies that could restrict their activities and content they use. Media is considered as an important part of the American society as it educates and provides information about day to day events that are taking place within the American society. But media has surely crossed its lines and has misused the freedom it had. Media used to be highly regulated through rules and regulations, scenes that are obscene in nature and information that is biased in nature was not allowed to be aired on media. Today, media openly provides biased information and acts as trial rooms for several issues and try to become the judge of these issues. There have been several instances where national TV channels such as CNN have aired obscenity. For example: The exposure of Jannet Jacson’s nudity on CNN which is a national TV channel (Anderson, 2004, p.1). Another important part of media is Internet and the access to internet has increased with the passage of time. One of the most troubling realities of Internet is the pornographic material that is promoted through it. Internet is used by people of all ages and the population that has gained majority in using internet is teenagers and children. This population tends to access pornographic material which is hampering their mental development. The First Amendment right of protesting against the government for the protection of individual rights has even caused several issues. The main problem caused by this clause is that the citizens might protest the government against making rules and regulations that are beneficial for the society and the government might be held responsible for conducting discrimination if it makes decision in favor of certain part of population, while the same decision might not be in favor of others. For example: the government is trying to use gun

Comparing Two Computer Advertisements Two Computer advertisements Essay Example for Free

Comparing Two Computer Advertisements Two Computer advertisements Essay Whether you like it or not, the media, to a large extent, defines your life and the way you think. It includes television, cinema, radio, video, magazines, books , the internet and newspapers. In this essay I will be taking an analytical look at two computer advertisements that caught my attention in two different newspapers, namely The Guardian, and The Sun. What is amazing is the amount of space taken up by both advertisements. Both adverts can be categorized as advertorials as the companies they represent are describing and promoting their respective products. As the Guardian is a broadsheet and The Sun a tabloid, it goes without saying that each will target a different audience. The content in text A features a computer and tells the reader about the software and hardware that they are trying to sell. The article is written in quite a persuasive style. The Macintosh Performa in text A is advertised in The Sun and makes use of an attention-grabbing heading that is also ambiguous: Difficult. Temperamental. Hard to understand. On a quick glance at the text and looking at the picture of a sullen-looking boy, one is ready to make the association about a boy who is possibly throwing a tantrum. And it is in the ambiguity where the punch-line lies. Unlike the boy who will be tantrumming from time to time, with the Macintosh Performa, theres no frustrating, baffling patience-trying set-up procedures. The layout is really spectacular. The article takes up an entire page. The main text is set out in three columns, relatively densely printed with early paragraphs playing on the implication that both computers and children can be Difficult. Temperamental. Hard to understand. The rest of the text stresses that the Performa is a well-behaved and versatile computer. The text is broken up by the use of two line drawings of the computer and the software. The tone of the text is reassuring, helpful, and stresses accessibility of the Performas functions. The price of the computer is tactically delayed until the third column: The price of the computer start at just à ¯Ã‚ ¿Ã‚ ½1,099. The reader or prospective buyer will at this point feel that it is worth every penny with all its functions. There is also a constitutional reference to the model featured and appears in very small print at the foot of the page. And a list of dealers is also in very small print at the foot of the page. Advertisement B shows a weak distant view of the front of an Aptiva computer. The company that promotes this product is IBM and their logo is located in the right hand corner at the bottom of the page. The complete system is there for the reader to see. I also think that they are trying to tempt the reader as they use a cluster of adjectives: Loud, colourful, fast-moving, enjoyable, stuff The immediate contrast between the two texts is the layout. Unlike text A, that has three columns, text B has no columns, only paragraphs with sub-headings. And this makes the advert appear dull and unattractive to the readers. But then again, the audience in this case is different to that of text A. As this advertisement appears in the broadsheet newspaper, its readers are usually keen business people and the emphasis is not so much on entertainment but on efficiency and cutting edge technology. Therefore, when the price 1,799 is quoted the reader will not be surprised at all. However, a touch of humor is added when OK, maybe not for dogs. appears in very small print next to the price. This humorous note may have been included to discourage readers from dwelling on the price. Reference to the model featured appears in a very small print at the foot of the page. The heading is fairly conventional, using bold, white lettering against a black background. The main text is set out in paragraphs and the word Stuff is repeated in the large 5 sub-headings. The tone of the text is light-hearted, whimsical, with a joke in each of the first two sections. You can also see the TOYS R US logo under the photo of the computer which tells you they are the outlets for the new Aptiva. Both advertisements use persuasive techniques for example, repetition in text B the word stuff. The word stuff gives it a more colloquial style. Of the two advertisements I liked the Performa more as it appears to be very user friendly: As soon as you plug it in, the Performa can run, However, it needs to be said, that when you buy an Aptiva, you buy into a new lifestyle.

Evolving Antibodies Essay -- Biology

missing diagram Evolving Antibodies The immune system is an elegant system of defense against foreign invaders. It is able to successfully recognize and distinguish between thousands of different antigens. How is such complete recognition possible considering all the various structures foreign bodies may possess? How does the body produce antibodies specific enough to counter so many different pathogens? That is the subject of the recent research article, â€Å"Structural Insights into the Evolution of an Antibody Combining Site† (published in Science) by Gary J. Wedemayer, Phillip A. Patten, Leo H. Wang, Peter G. Schultz, and Raymond C. Stevens. This paper is dedicated to exploring and explaining (in lay terms), the research presented within this paper. To continue with the exploration, click on the forward arrow at the bottom of this page. To go to any point in the site instantly, click on the links at the bottom of the page. To return to the BLC homepage click on the backward arrow at the bottom of this page or on the link â€Å"BLC† at the bottom of the page. Words in orange represent glossary terms which may be looked up by clicking on the â€Å"Glossary† link at the bottom of the page. Words in yellow represent links to other pages within this site, while words in bright blue represent external links. As soon as a foreign molecule enters the human body, the immune system immediately takes over. The foreign body, also known as an antigen, can be anything from a harmless macromolecule to an infectious agent. The body sends B-cells with surface receptor proteins, known as antibodies, to bind to the antigens with the hope of inducing a specific immune response (see diagram below). Each B-cell has surface ... ...t. The binding potential of a specific antibody is greatly expanded by the ability of germ line antibodies to undergo further mutation and adopt more than one combining-site configuration. The results imply that there is an entirely new level of antigen recognition that takes place after the germ line antibody has bound to its antigen, and that this new level of recognition significantly increases the binding potential and effectiveness of the antibody. * References Wedmayer, Gary J., Phillup A. Pattern, Leo H. Wang, Peter G. Schultz, and Raymond C. Stevens. â€Å"Structural Insights into the Evolution of an Antibody Combining Site.† Science 13 June 1997: 166-1669. Raven, Peter H., and George B. Johnson. Biology: Fourth Edition. Dubuque, IA: Wm. C. Publishers, 1996. Kuby, Janis. Immunology: Second Edition. New York: W.H. Freedman and Company, 1994.

The emperor jones the cabinet of Dr. Caligari

The Cabinet of Dr. Caligari (1919) is a classic illustration of expressionist technique in film. The film production is about the disturbed Dr. Caligari. The stark distorted set, as a projection of his insane views, askew angles of vision and hypnotic acting enhances the portrayal of madness in this film. The Emperor Jones, a play by Eugene O'Neill, tells the saga of an African American man who sets himself up as emperor in a Caribbean Island. The film has been cited as an influence on several artistic expressions, including films, music and, among others, theatrical plays. O’Neill express in a letter â€Å"†¦planning for a new latitude in screen expression. I saw Caligari and it sure opened my eyes to wonderful possibilities I had never dreamed of before†. The main difference in the expression techniques used is, by their own nature, the presence of dialogues. Caligari was a silent film while the play is based on strong and powerful dialogue and interplay between characters, which often seem to be an extension of Jones’s inner demons. In this play there are three major aspects that O’Neill seems to have picked from the film. The internal tribulations of The Emperor are offered on stage where Jones’s expressionism is restricted to the scenes with Jones alone in them. The second aspect was the significance of setting design as a way to generate meaning in the theatre. Visuals in a play could be as important as dialogue. And the third way in which Caligari seems to influence O’Neill is through the lighting effects in the film.

Marketing Communication Ethics - 5188 Words

ETHICS IN MARKETING COMMUNICATION As well as the entire business world, marketing has its own ethics problems. Numerous marketing specialists or their representatives have consciously declared and adopted different engagements, declarations or codes of rules regarding the necessity that marketing people consider ethics regulations and values, so that they become much more responsible towards the members of society. These declarations or rules concern marketing practices in their ensemble or are guided towards certain specific fields. Among these fields, a special place is occupied by marketing communication, which has to be guided by ethical regulations and moral values. Key words: ethics, regulation, marketing, communication,†¦show more content†¦Although not all companies can assume social responsibilities, there are numerous fields in which organisations are approaching the way in which they understand and get involved in this kind of activities (for example, Kraft Foods company, with the program â€Å"Together for children†, having as an objective improving treatment and hospitalising conditions for children in Romania, ProcterGamble company with the program â€Å"Live, Learn and Develop yourself†, having as goal helping children in need for support, JTI Romania, Vodafone etc., companies that either initiate or support different activities and programs of social responsibility). 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