Tuesday, December 31, 2019

The Present Situations in Neerson Free Essay Example, 2000 words

The community service might even sue Neerson for not abiding by the appropriate ethical standards. Also, Lauren cannot implement changes in the questionnaire without her supervisor s consent. Lauren can also be faced with decision paralysis (Werhane, no date). Lastly, the top management might already be aware of the situation and was hesitant in taking any steps due to the benefit being earned. After weighing all the considerations I have to come to a decision to resolve the problem that favors all the stakeholders. Keeping in mind all the ethical implications of the alternatives, firstly, both Lauren and Steffan have to keep in mind the interest of all the stakeholders before taking a decision (Bowie, 1999). After this is decided, the first step if for Lauren to clarify the whole situation with Steffan regarding the ethical issue involved in this situation. Lauren should explain to Steffan that it is the duty of a market researcher to keep the information collected confidential and not use the personal data collected in a market research project for any purpose other than market research. We will write a custom essay sample on The Present Situations in Neerson or any topic specifically for you Only $17.96 $11.86/page On hearing the problem, the management must take appropriate action against Steffan. If it fails to do so, then the right thing for Lauren to do is to quit her job as taking part in such as activity might hurt her reputation and subjugate her ethical standards. Lastly, Lauren should bring charges against Neerson on unethical conduct in market research.

Monday, December 23, 2019

Mcteague As A Social Commentary Essay - 816 Words

Written in 1899, Frank Norris’ novel, McTeague serves as a view of societal factions of his time period. Norris illustrates the stratification of society in this San Francisco community by using the concept of Social Darwinism. He gives detailed accounts of the inner workings of society along with the emotions of the time. Through his characters, Norris shows the separation of classes and the greed that grew abundantly during the late 19th century. He also gives a grim picture of survival in his depiction of the theory of natural selection. In the first chapter, Norris paints a picture of a town setting. He describes Polk Street as â€Å"one of those cross streets peculiar to Western cities, situated in the heart of the residence quarter,†¦show more content†¦These people are separated by their occupation, which also determines their activity on Polk Street. In noticing this activity, one can see the distinct lines drawn between the workers and the wealthy. Also, in this story of greed and deception told, the reader can see the underlying greed of the working class. The characters of Maria Macapa and Zerkow ooze greed from every pore. At the beginning of the novel, Maria can be found going through the tenant’s apartments for â€Å"junk† to turn in to Zerkow for payment. Once there, she delights in telling the story of her family’s former fortune concentrating on a gold plate, for which Zerkow drools over the mere thought of. It is in this scene that the reader also learns of the obsession

Sunday, December 15, 2019

Integrated Marketing Communications Free Essays

string(467) " impractical to develop a regression measure of IMC for BMW cars in this country due to the availability of various types of IMC tools through which the customer can be reached such as direct marketing, personal selling, event sponsorship, media advertising, sales promotions, and the internet limiting the application of this tool since it is hard to tell how each of these factors affect the customers behaviour in an integrated form \(BMW Group in the UK, 2013\)\." Abstract In less than 20 years, IMC has spread all over the world and has become the most accepted business practice. IMC has transformed how communication marketing takes place. The complexities of application of IMC lie in the inability to evaluate the programs effectively. We will write a custom essay sample on Integrated Marketing Communications or any similar topic only for you Order Now Kitchen, Kim and Schultz (2008) argue that this problem will negatively impact on the application and further development of IMC. Several theories have been suggested in an effort of developing an integrated approach to measuring IMC. Some of these theories include measurement of absolute IMC effect, regression models, and IMC measurement over time. Analysis of these arguments, it is evident that none of them provide an effective way of measuring UMC due to the complexities that result from the interactions between different IMC tools. As much as this argument is founded based on the complexities that arise when trying to develop an effective way of evaluating IMC, it is still one of the most current topics that are under scrutiny providing enough data that prove its effectiveness. More so, the measurement of the tools of IMC independently provides data that can be used in the evaluation of IMC. Therefore, this paper concludes that the various measures of the IMC tools is substantive enough to provide a measure and hence determine the effectiveness of IMC 1.0 Introduction The surfacing of IMC is the most important illustration of development that has been realized in the marketing discipline (Kitchen, Kim Schultz, 2008). The increased openness in the world economy has fostered increased competition, which has directly affected the thinking and decision making within many organizations. The idea of integrated marketing was developed around twenty years ago when professionals and academicians were developing an approach that is realistic enough to avail a competitive strategic position within an organization. The onset of 1990s witnessed the advancement of IMC as a hot topic in analysing marketing strategy of many organizations (Belch Belch, 2004). As much as IMC has advanced as a marketing strategy, Kitchen, Kim and Schultz (2008) argue that, the effectiveness and hence further development of IMC is undermined by the lack of evidence on evaluation or measurement of the IMC. This paper will critically analyse this argument to ascertain the credibility of the conclusion that was derived from the above authors’ study. 2.0 Integrated Marketing Communication as a Theory As earlier mentioned the concept of IMC is still new, and most of the theories that explain its application are still under development and scrutiny. When the concept of IMC was first introduced, marketing and advertising theorists were in favour of the concept, believing that it offered advantages for both fields. On the other hand, educators in public relations were out rightly opposed to the concept (Reid, 2005). A good number of scholars in the public relations field argued that not only was IMC a form of imperialism in marketing, but also an encroachment (Belch Belch, 2004). This notion was developed since IMC perceived advertisement as part of marketing utility while public relations as a management function. This argument continued and resulted in several research studies being conducted in the analysis of IMC. Measurement of IMC has been quite challenging with some authors agreeing with the statement that there are no credible measurement techniques for IMC, while others sug gesting that it is quite possible to measure IMC effectively. The lack of effective and acceptable measurement of IMC programs is a major area of criticism. Several authors have argued that most measurements that are applied in the measurement of IMC programs are based on indirect measurements through measurement of the output of the programs rather than measuring the outcomes of communication activities in marketing, which provides a better understanding of the effects of measurement. Schultz and Kitchen (2000) argued that it is impossible to measure many marketing activities directly. More so, it is even more complex to ascertain the value and impacts of communication effects. Therefore, measurability as a problem affects both all marketing communication activities and IMC programs. To fully integrate this concept of un-measurability of IMC, this paper analyses the available theories that provide measures for measuring IMC. 2.1 Measuring absolute IMC Effect This is one of the main theories that try to support the argument that IMC is measurable. However, the nature of the marketing environment limits the measurability of IMC. This is because of the openness of the marketing environment to competing effects and a variety of stimuli from around the globe. Therefore, measuring the true effect of IMC is only achievable in a closed environment such as a laboratory. This involves participants in an experiment that has a controlled group of participants to be able to measure the effects of different IMC programs. 2.2 Regression Models in measuring IMC This is also a major postulate that tries to provide an applicable measure for IMC. This is the most frequently approach used in the measurement of IMC. Lee and Park (2007) are credited for developing a multidimensional tool for measuring IMC. This tool was designed based on regression analysis for validating the scale. On the other hand, Reid (2005) analysed the link between brand outcomes and IMC process. The application of multiple regression analysis enabled the researcher to analyse the effects of marketing variables effectively that are affected by the level of IMC consistency within an organization. However, the problem of the application of regression analysis applied to IMC limits the measurements to a specific channel of marketing communication. IMC involves integration of diverse ways of marketing communication, which limits the practicability of regression analysis as a means of measurement. This is so since multicollinearity is inevitable in IMC while unsupported by regr ession analysis. For instance, if a regression analysis measure of sales and brand value of a product such as BMW cars in the UK is developed, the risk of multicollinearity is inevitable due to the diverse communication channels applied in IMC (Reid, 2005). Therefore, it is impractical to develop a regression measure of IMC for BMW cars in this country due to the availability of various types of IMC tools through which the customer can be reached such as direct marketing, personal selling, event sponsorship, media advertising, sales promotions, and the internet limiting the application of this tool since it is hard to tell how each of these factors affect the customers behaviour in an integrated form (BMW Group in the UK, 2013). You read "Integrated Marketing Communications" in category "Essay examples" 2.3 Measurement of IMC over Time The interlinks in the marketing communication results in a circular process. It is obvious that behaviour influences attitudes and vice versa. For instance, a consumer’s positive familiarity with a brand may force the customer to change the attitude and previous networks or strengthen the positive network that was in existence. Therefore, IMC is based on a long-term synchronization of promotions and messages (Katrandjiev, 2000). IMC is distinguished from the other marketing activities in that it influences the behaviour of the target groups. This happens since IMC is planned, created, implemented and assessed through analysis of consumer behaviour in terms of current and future prospects of purchasing a product or a service. The application of a longitudinal study provides an effective measure for IMC. Since a time factor is a necessity in measuring IMC, accommodation of time as a factor has high chances of providing acceptable and practical results. To develop a measure of ef fectiveness of IMC a comparison between it and the traditional marketing communication (TMC) is necessary. Practicability of this measure in the business world is complex since it is complex to apply both TMC and IMC in order to develop the effectiveness of IMC in a specific organization. Several theories have been developed in the recent past in an attempt to develop the concept of IMC (Duncan, 2002; Schultz, Tannenbaum and Lauterborn, 1993, p.16). However, most of the developmental theories are founded on explanations involving advantages, definitions and acceptance. The main problem facing IMC is the measure of its effectiveness. Several approaches to providing metrics that can be used for measuring IMC have been developed. Many of the theories of measurement of IMC are developed based on the work conducted by Schultz and his colleagues. They conducted a study in 1993, which concluded that the IMC’s main objective is to create communication platforms that support the current purchasing capabilities of all customers or even change future behavioural prospects. Shultz et al concluded that the process of measuring IMC should involve measurement of all behavioural aspects of the customer that is in proximity to the actual acquisition behaviour as possible, and the process of measurement should be developed as part of the planning process. However, the authors did not succeed to measure IMC effectively due to the approach they adopted that measurement focused on output as earlier discussed. Kitchen and Schultz (1999) and Shultz et al (1993) advocated for the use of outside-in planning advance as a way of dealing with the challenges of measuring IMC. This process is designed to be initiated at the customers tracking backward based on the decision to purchase, so as to determine the point where the customer made the decision to purchase the product or service. This approach requires an utmost attention on the customer and the various opportunities where purchase message is delivered to them during the process. Analysis of the impacts of different messages at different points provides an effective way of measuring the impact and hence IMC. Some of the IMC tools through which the customer can be reached are the internet, sales promotions, media advertising, event sponsorship, personal selling, and direct marketing. Since IMC deals with integration, the tools should be monitored so as to determine the impact of the integrated system on consumer behaviour. Developing a tool to measure the integration is quite complex. For instance, it is impossible to measure the absolute IMC effect of coca cola products in the UK due to various competing effects such as price, brands, a variety of promotional strategies, huge number of advertising, as well as the effects of communication which it intertwined between the consumers and the suppliers (Coca Cola, 2013). These results to a very complicated marketing effect that is integrated with cases such as sales promotions affecting brand as well as sales and vice versa. Developing a measure that can integrate these factors is very complex and can only be achieved if conducted individually limiting on determining the effect of integration. 3.0 IMC is Measurable From the analysis above it is obvious that direct measurement of IMC is quite challenging, but there are various ways in which other elements of IMC can be measured and the resultant normalization of the measure be used as a general measure of IMC. Therefore, measurement of IMC is not as ineffective as the argument presented to validate it from derailed development. To fully comprehend this argument, consideration of the effects of various tools of IMC interact and the impacts. This will provide an insight into how various IMC tools can be used in the measurement of the impact and effectiveness of IMC. Therefore, this can be used to plan, execute, and evaluate any IMC program. 3.1 Effects of Advertising Most theories around advertising as IMC tools revolve around how customers perceive advertising messages. The focus of advertising effect is based on measuring the immediate response to the message as a cognitive reaction form of persuasion (Wright, 1980) and significance accessibility model (Baker and Lutz, 2000). Of most significance is the analysis of the effect of advertising over a prolonged period of time. The analysis of the effects of advertising is illustrated in the response hierarchy model (Vaughn, 1980). Therefore, by application of these models, advertising as an IMC tool can be measured effectively and applied in the interpretation of the effect of IMC programs in an organization. 3.2 Sales Promotion Effects In application, promotion of sales accounts for an equal or sometimes even larger budget as advertisements and yet very little has been done regarding measuring the impact of direct sales promotions as an IMC tool (Belch and Belch, 2004). The current marketing field has witnessed increased dependence on direct sales promotions as a marketing tool. This has resulted in increased demand for development of effective tools for quantifying and hence measuring the IMC tool (Neslin, 2002). Sales promotion’s impact is measured by analysing the impact on sales. Most marketers perceive direct sales promotion as a catalyst that increases sales. This limits many marketers to the analysis of the short-term impact of sales promotions on sales. However, sales promotions can also be used in the development of the brand image by influencing consumers’ purchase intentions, attitudes, image, and beliefs. For instance, the difference between brand-building or franchise sales promotions and non-franchise sales promotions can well be analysed by developing a measure for sales promotion (Spethman, 1998). This develops an effective tool for measuring how customers maximize on their efficiency and utility in economizing their purchases. 3.3 Interactive communication effects This is the fastest growing tool of IMC. The interactive media allow for a two-way traffic communication mechanism. This allows consumers to participate in the product or service development. Through interactive media, consumers become active participants in the marketing process. An integrative processing model developed by Rodgers and Thorson (2000) analyses how consumers perceive online advertisement processes. This tool provides data that can be used in quantifying the measure of online advertisement, which can in turn be used as a tool for measuring IMC programs even in an integrated model. For instance, the time consumers spend online can be used in the assessment of the level of consumer interests and participation in online advertisements. The application of traditional advertisement measurement tools can enhance the process of measuring the online advertisements. This approach limits but does not completely hinder the measurement of the impact of interactive media to the con sumer behaviour. 3.4 Synergistic Effects To comprehend the measure of IMC fully, consideration of the effects of multiple marketing tools is essential. This is because most consumers interact with more than one marketing tool before reaching the final decision. According to Naik and Raman (2003), IMC approach is distinguished from the conventional one because IMC analyses the impact of each marketing medium on other mediums. This results to the combined effect of various marketing tools. The development of a measure of Synergistic effects of the marketing tools provides an effective avenue for developing an acceptable measure for IMC programs and their impacts. To highlight on the success of measuring IMC by developing measures for the different IMC tool, this paper will analyse its application at Red Robin, a leading Burger producer in the USA. The success of this company is as a result of application integrated marketing communication in reaching out to its customers. The company applies both online and offline marketing tools this has made it reach most of its consumers as well as attract new customers due to the effectiveness of the IMC tool applied. According to the company’s chief marketing officer, the success of the IMC is entrenched in the application of measurable tools such as advertising, sales promotion, and interactive communication (Red Robin, 2013). With the application of consumer driven marketing strategies, the company has successfully managed to be competitive. 4.0 Conclusion The future of planning and execution of marketing is fully dependent on the IMC approach. The current rate at which IMC is being analysed has proved to be substantive enough to overcome the threat of reduced application of IMC due to its complexities in terms of evaluation. This paper has analysed the most applicable measures for measuring IMC identifying the possible impracticality of the measures. The conclusion is that there is no one single measure that can provide effective IMC effectiveness evaluation. However, its effectiveness can be measured by analysing IMC tools and effects of application of IMC programs as a result of specific tools. The argument presented by Kitchen, Kim and Schultz over the possibility of the hindrances of development of IMC due to lack of measures for evaluating it, is disputable. It is possible to measure the impact of IMC by observing specific tools and quantifying the results by integrating and hence develop a Synergistic effect measure of IMC tools . The continued study and experimentation of IMC will enable it to continue to develop as it poses a positive future as an effective marketing communication tools. The theories have provided information on how the IMC concept has quickly undergone a transformation and acceptability due to the success witnessed in organizations where IMC is applied as a marketing communication tool. References Belch, G. E. Belch, M. A., 2004. Advertising and Promotion: An Integrated Marketing Communication Perspective, (5th Edn), New York, NY: McGraw Hill/Irwin. Baker, W. E. Lutz, R. J., 2000. An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness, Journal of Advertising, 29(1), 1-15. BMW Group in the UK, 2013, About Us. Retrieved July 30, 2013, from Coca Cola, 2013. About Us. Retrieved July 29, 2013, from Duncan, T., 2002. IMC: Using Advertising and Promotion to Build Brands, New York, NY: McGraw Hill/Irwin. Lee, D.H. Park, C.W., 2007. What is ‘neuromarketing’A Discussion and Agenda for Future Research International, Journal of Psychophysiology 63, 199-204. Kitchen, P.J, Kim, I. Schultz, D.E., 2008. Integrated Marketing Communications: Practice Leads Theory, Journal of Advertising Research, 48(4), 531-546. Kitchen, P. J. Schultz, D. E., 1999. A Multi-Country Comparison of the Drive for IMC, Journal of Advertising Research, 39(1), 21-38. Katrandjiev, H.I., 2000. Some Aspects of Measuring Integrated Marketing Communications (IMC) Series, Economics and Organization, 1(8), 87-93. Neslin, S. A., 2002. Sales Promotion, Cambridge MA: Marketing Science Institute. Naik, P. A. Raman, K., 2003. Understanding the Impact of Synergy in Multimedia Comparisons, Journal of Marketing Research, 60, 375-388. Rodgers, S. Thorson, E. 2000. The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1 (1), 1-23. Reid, M., 2005. Performance Auditing of Integrated Marketing Communication (IMV) Actions and Outcomes, Journal of Advertising, 34(4), 41-54 Red Robin, 2013. About Us. Retrieved July 30, 2013, from Schultz, D Kitchen, P. 2000. A Response to ‘Theoretical Concept or Management Fashion?† Journal of Advertising Research, 40(5), 17-21. Schultz, D., Tannenbaum, S. Lauterborn, R. 1993. Integrated Marketing Communications: Pulling It Together and Making It Work, Lincolnwood, IL: NTC Business Books. Spethman, B., 1998. Is Advertising Dead?† PROMO, 1, 32-36 Vaughn, R. 1980. How Advertising Works: A Planning Model. Journal of Advertising Research, 20(5), 27-33. Wright, P. 1980. Message Evoked Thoughts, Persuasion Research Using Thought Verbalizations. Journal of Consumer Research, 7, 151-75. How to cite Integrated Marketing Communications, Essay examples

Saturday, December 7, 2019

Beliefs About Students free essay sample

It is undeniable that the beliefs about students and education have a profound impact on what is taught and how it is taught, just as the beliefs about life have a profound impact on how individuals live their lives. Educational beliefs are revised and refined and over time becomes stronger as they seem to serve us well and prove to be true. Thus, these beliefs ultimately become our philosophy of education. It is possible that every student that enters a classroom can succeed. However, in order for them to accomplish this, teaching should be student centered.Students should be encouraged to understand and appreciate their uniqueness and to be accountable for their learning and behavior. According to Ornstein and Hunkins (2004) Perennialism relies on the past; especially the past asserted by agreed-on universal knowledge and cherished values. Dunn (2005) also agreed that Perennialism is the oldest educational philosophy and is therefore traditional. It is believed that students are vessels to be filled and disciplined in the proven strategies of the past. We will write a custom essay sample on Beliefs About Students or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This philosophy is supported by the realist philosopher John Locke, who was of the belief that at birth the mind is a blank sheet of paper on which the teacher could write knowledge (Tabula Rasa). According to the essentialist viewpoint, there are certain basic or essential knowledge, skills and understandings that students should master in order to function successfully in the society. These are reading, writing, computing and in today’s world, computer skills. Plato, who was the father of idealism, believed that both male and female are equal and should be educated equally.Therefore, the curriculum is the same for everyone and planning to execution of lessons are dominated by the teacher. However, one should not forget that these beliefs are teacher centered and tend to be more authoritarian and conservative and emphasize only the values and knowledge that have survived through time. Learning occurs through experience, Therefore students should be allowed to develop cognitively through experimentation and to reach their own personal potential instead of being shaped into a specific mould.Dunn (2005) cited Immanuel Kant who agreed that knowledge is rooted in the experience of mankind and can only be achieved by an active and exploratory mind, rather than one that is passive and receptive. Carl Rogers also believed in experiential learning. He believed that unlike academic knowledge, experiential knowledge is required to meet the needs of the learner in order to complete important real-life tasks such as learning to drive a car. Every student is different, no single set of learning outcomes is appropriate for all students.Thus a set curriculum will not be suitable for all. Students should be able to determine what they need to study with the guidance of the teacher. This will help them to arrive at their own understandings. Jean Sartre, a leader of existentialism believed that man’s responsibility is vested in man himself. He further stated that people are entitled to be human with dignity and is a human only when he or she is entirely free and accepts responsibility for his freedom. You may be led to believe that students are blank slates and learn based on mainly academic knowledge that has been tried, tested and proven and that all humans are equal and should be educated equally. However, do not ignore the fact that students are taking to the classroom, their own ideas and materials rather than receiving material in class as it is given. Students restructure the new information to fit into their own cognitive frameworks. In this manner, they actively and individually construct their own knowledge. They also are different thus, the same rigorous curriculum will not work for all students.From these facts one may conclude that in order to help students reach their full potential and gain the knowledge and skills that they will require in their daily lives as a democratic citizen of our society, the student centered approach to how students learn must be practiced. Therefore it is recommended that teachers facilitate students instead of being fountains of wisdom. The teacher should help students in their pursuit for knowledge and also help them acquire the communication, problem solving and critical thinking skills which will enable them to be life-long learners.