Process Of Planning The Advertising Campaign free essay sample

The campaign planning is the joint effort of both the advertiser and his ad Agency. The advertiser supplies much information about the product, the channel of distribution, competition the product, and the firm. The agency may collect other information from the market, in respect of target audience etc. Advertising campaign planning simply means planning the advertising campaign. Advertising campaign planning concerns many people in the advertising agency, but mainly concerns the advertising manager (for the client), account executive, marketing manager, creative director, media planner, and PR manager. They design and plan advertising campaign for the client. Steps in Advertising Campaign Planning : The main steps in advertising campaign planning are as follows : 1. Prototype Stage : Let us assume that a manufacturer has the prototype of a new product. The basic product has been thoroughly tested, but the packaging has not been determined, it has no name, no price, and perhaps no defined market. We will write a custom essay sample on Process Of Planning The Advertising Campaign or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In some respects this seems to contradict modern marketing principles. This situation is not uncommon. The company now wish to advertise its new product and appoints an advertising agency and calls it to explore the possibilities to promote the sales. 2. Initial Briefing by Client : The most likely procedure is for the managing director to ask his advertising manager to fix up a meeting with the account executive of the advertising agency. This first meeting may be held at the factory, at the company? s head office, or at the advertising agency. Probably the best venue will be where the account executive can see the product and meet the people who have been involved in its development. The factory might be the best place, but much depends on how the company is organized. For this initial discussion, the right choice of venue can be important to the account executive? s clear understanding of the proposition. It can be dangerous for the advertising agency to start off on the wrong foot because of inadequate or faulty interpretation of policy and problems. The need then is for best possible understanding at the beginning. This is the joint responsibility of the advertising manager and the account executive. Contact Report : Whenever a meeting has been held with a client a contact report should be written at once and circulated to all those present at the meeting, with additional copies for others not in attendance who should be informed, both inside the company and inside the agency. The importance of a contact report lies in its confirmation of agreed action, so that nothing depends on people? s memories, and if it is submitted directly after the event it serves to remind of necessary action that must be taken by people present at the meeting. Agreed contact reports, when placed in a file or binder as instructions to proceed, may be referred to as the facts book. Should a dispute occur, reference can be made to the respective contact report: at the end of the year these reports from the basis of a report to the client on the year? s work. 4. Account Executive? s Report to Agency Management : The account executive will also give his superiors the account director and perhaps the agency managing director a verbal report. If new business is coming into the agency it may be necessary to make changes in the deployment of staff, engage extra staff, and consider the use or expansion of equipment and premises. 5. Account Executive? s Briefing to Agency Department Heads : The account executive now writes up a detailed, factual but as far as possible unbiased report on the assignment, setting out his understanding of the product and the client? s requirements. In this report he should try to avoid expressing any personal observations because the object is to inform others whose ideas and opinions are being sought. Each department head is asked to study the report and to attend a plans board meeting. 6. Proposition : At this stage, the account executive invites the managing director of the client company to attend a meeting at which the scheme is presented in report form with a presentation of ideas in rough visual form. At this meeting the client party may consist of the managing director, marketing manager, sales manager and advertising manager and the members of the agency party may include the account director, account executive and the marketing director. Once the scheme is approved and adopted in principle the agency will be instructed to prepare a full visual presentation at the client? s expense. Now, the agency will engage in actual copywriting, photography and drawing. Detailed media scheduling will now be done by the media buyer. 7. Presentation to Client : At this stage the complete campaign is demonstrated to the client. The campaign is presented visually. Advertising campaign planning must be flexible. Moreover, at such a meeting with the client there will be a number of company directors and  executives present who disagree with one another as well as with the agency over what makes an advertising campaign. Everyone likes to argue about advertising! The account executive, supported by the advertising manager in deal circumstances, must sell his campaign on the basis of sales and readership figures of publications, show the results of copy testing, and offer alternative media plans with evidence of the reasoning behind them. Much of the comment and criticism from the client side will often represent arguments which were considered and rejected in the agency much earlier. This has to be expected, accepted courteously and gently dismissed by means by persuasive reasoning and statistics which reveal that the agency has really taken pains to produce not just a clever scheme but one based on businesslike thinking. Once the scheme has been approved, the account executive and his companions will return to the agency, ready to execute the campaign. At this stage when the media start buyers, creative staff, print buying production and traffic takeover, working under the direction of the account executive. 11. 2. 3 Factors Influencing the Planning of an Advertising Campaign. The Organisation its reputation, position in the market. 2. The product e. g. Consumer (Perishable, durable or speciality) goods, or industrial goods etc. 3. The market the nature of customers, their income, their buying behavior, and their location. 4. The competition. 5. The absolute price of the product, Competitor? s price etc. 6. The channels of distribution. 7. The budget, the advertising theme, etc. 8. The media, the advertising schedule etc. 9. The Govt. regulations and controls, restriction on certain products, restriction on certain media to carry out certain ads.

List of the 12 Seas Surrounding the Pacific Ocean

List of the 12 Seas Surrounding the Pacific Ocean The Pacific Ocean is the largest of the worlds five oceans. It has a total area of 60.06 million square miles (155.557 million sq km) and it stretches from the Arctic Ocean in the north to the Southern Ocean in the south and has coastlines along the continents of Asia, Australia, North America, and South America. In addition, some areas of the Pacific Ocean feed into what is called a marginal sea instead of pushing right up against the coastlines of the aforementioned continents. By definition, a marginal sea is an area of water that is a partially enclosed sea adjacent to or widely open to the open ocean. Confusingly a marginal sea is also sometimes referred to as a Mediterranean sea, which shouldnt be confused with the actual sea named the Mediterranean.   Marginal Seas of the Pacific Ocean The Pacific Ocean shares its borders with 12 different marginal seas. The following is a list of those seas arranged by area.   Philippine Sea Area: 2,000,000 square miles (5,180,000 sq km) Coral Sea Area: 1,850,000 square miles (4,791,500 sq km) The South China Sea Area: 1,350,000 square miles (3,496,500 sq km) Tasman Sea Area: 900,000 square miles (2,331,000 sq km) Bering Sea Area: 878,000 square miles (2,274,020 sq km) The East China Sea Area: 750,000 square miles (1,942,500 sq km) The Sea of Okhotsk Area: 611,000 square miles (1,582,490 sq km) The Sea of Japan Area: 377,600 square miles (977,984 sq km) Yellow Sea Area: 146,000 square miles (378,140 sq km) Celebes Sea Area: 110,000 square miles (284,900 sq km) Sulu Sea Area: 100,000 square miles (259,000 sq km) The Sea of Chiloà © Area: Unknown The Great Barrier Reef The Coral Sea located in the Pacific Ocean is home to one of natures greatest wonders, the Great Barrier Reef. It is the world largest coral reef system which is made up of almost 3,000 individual corals. Off the coast of Australia, the Great Barrier Reef is one of the nations most popular tourist destinations. For the Aboriginal population of Australia, the reef is culturally and spiritually important. The reef is home to 400 types of coral animals and over 2,000 species of fish. Much of the marine life that calls the reef home, like sea turtles and several whale species.   Unfortunately, climate change is killing the Great Barrier Reef. Rising ocean temperatures cause coral to release  the algae that not only live in it but is the main source of food for the coral. Without its algae, the coral is still alive but is slowly starving to death. This release of algae is known as coral bleaching. By 2016 over 90 percent of the Reef had suffered from coral bleaching and 20 percent of the coral had died. As even humans depend upon coral reef ecosystems for food the loss of the world largest coral reef system would have devastating effects on the plant. Scientists  hope they can stem the tide of climate change and preserve natural wonders like coral reefs.

Gestalt in Counseling and Therapy Article Example | Topics and Well Written Essays - 500 words

Gestalt in Counseling and Therapy - Article Example It is evidently clear from the discussion that officially originated by Max Wertheimer and his two students Wolfgang Kà ¶hler and Kurt Koffka, â€Å"gestalt is a German word, which means organized whole, form, shape and pattern. There is a basic premise that the organized whole is greater than the sum of its parts†. â€Å"†¦ It accentuates concepts like emergent properties, holism, and context† as applied in its several varied â€Å"organizing principles called gestalt laws†. The fundamental of which is the law of prà ¤gnanz that says: â€Å"we are innately driven to experience things in as good a gestalt as possible, [where] ‘good’ can mean many things†¦ such as, regular, orderly, simplicity, symmetry, and so on, which they refer to specific gestalt laws†. Most common of which is the law of proximity, where â€Å"†¦ elements tend to be grouped together depending on their closeness†; the law of similarity, where â€Å" elements will be grouped perceptually if they are similar to each other†; the law of symmetry, where â€Å"symmetrical areas tend to be seen as figures against asymmetrical backgrounds"; the law of closure, where â€Å"items are grouped together if they tend to complete a pattern†; and the law of continuation where â€Å"the eye is compelled to move through one object and continue to another object†. But, most of all, â€Å"gestalt theory is well known for its concept of insightful learning [as shown in] solving a problem by means of the recognition of a gestalt or organizing principles†.

Database Systems Concepts Essay Example | Topics and Well Written Essays - 750 words - 3

Database Systems Concepts - Essay Example One of the principles of cryptography is double-blind design: Make it so as few people as possible have access to both key and lock. In this case, the solution is to have the administrator encrypt the passwords as well as improve security through mechanisms like further password-encrypting the password folder, making the password folder a hidden folder and providing no information as to find it, having user logs, etc. The best and simplest way is to encrypt the passwords in the first place. When a user enters a password, it is turned into dots or *****. This is to prevent onlookers from seeing it. But it is possible for that process to occur and for the password to still be saved in plain text elsewhere. When one signs up for a forum, it is quite often that one's plain text password is sent to the person in an e-mail. This would mean that any trojan that could read e-mails could easily acquire the person's password for a site. Solving that problem is certainly slightly stickier, but when it comes to an OS, it's very easy. When the password is signed in, it is encrypted locally. This encryption needs to be chosen by the administrator. Only administration has access to the encryption algorithm, so only the administrator can log onto a computer and find passwords. That way, if a breach does occur and someone does find the password folder, they see gibberish. Ideally, user names should be encoded as well. What about password retrieval? Use password hint services. Upon signing up for the password, the user also creates some unique security questions. These should be unique enough so as to avoid potential social engineering approaches: The classic â€Å"What is your mother's maiden name† or â€Å"Who was your first pet† can be risky. The best approach is to let the user type in their own question then answer it. However, this program will have to make sure that the password is not in the text at all, else people give themselves backdoors which can compr omise security. If this fails, then administration can log people in and recall passwords. Other basic security tricks can solve this problem, however. The password folder should always be hidden and password-protected itself by a password known only to the admin. This means that even if someone had a key to the encryption for the passwords, they still couldn't access the password list. And they would find it difficult to locate the password folder in the first place. Similarly, user logs of who logs in and out at various times is a deterrent to this activity. If only legitimate users can log on, then it is easy to find who did it and pursue disciplinary action. The problem comes when a password is stolen from one person by another employee or someone else with access to the company, but at the least, it starts the investigation appropriately. However, it is important to bear in mind that in the modern era it's rarely someone breaking into an office and stealing passwords, or even s ome intrepid employee doing so. Rather, the most likely risk are keyloggers, trojans and malware that seek out the information. Again, if the information is sufficiently encrypted, there is no problem; however, this means that the key should only be stored locally on the administrator computer, if it is stored locally at all (I would suggest keeping it in a CD-ROM). This means that proper anti-spyware programs and hygiene are key to avoid password theft problems. Ideally, administrators would sharply control what can be run and what can't be run. When

Population of China and Gender Imbalance Essay Example for Free

Population of China and Gender Imbalance Essay Chinas one child policy was established by Chinese leader Deng Xiaoping in 1979 to limit Chinas population growth. It was designated as a temporary measure, to limit couples to just one child. Those who fail to follow the law are subjected to fines, pressures to do abortion, and forced sterilization. In 1979, the Chinese government embarked on an ambitious program of market reform following the stagnation of the economy after the Cultural Revolution. At the time, China was home to a quarter of the worlds people, who were occupying just 7 percent of worlds arable land. Two thirds of the population was under the age of 30 years, and the baby boomers of the 1950s and 1960s were entering their reproductive years. The government saw strict population containment as essential to economic reform and to an improvement in living standards. So the one-child family policy was introduced. The policy consists of a set of regulations governing the approved size of Chinese families. These regulations include restrictions on family size, late marriage and childbearing, and the spacing of children (in cases in which second children are permitted). The State Family Planning Bureau sets the overall targets and policy direction. Family-planning committees at provincial and county levels devise local strategies for implementation. Despite its name, the one-child rule applies to a minority of the population; for urban residents and government employees, the policy is strictly enforced, with few exceptions. The exceptions include families in which the first child has a disability or both parents work in high-risk occupations (such as mining) or are themselves from one-child families (in some areas). The policy has been estimated to have reduced population growth in the country of 1. 3 billion by as much as 300 million people over its first twenty years of existence. However, this rule has caused a bias against female infants; abortion, neglect, abandonment, and even infanticide have been known to occur to female infants. The use of IUDs, sterilization, and abortion are Chinas most popular forms of birth control. However, over the past few years, China has provided more education and support for alternative birth control methods. This shift in focus on implementing this family planning policy was partly in reaction to what happened in 2007 when there were reports that in the southwestern Guangxi Autonomous Region of China, officials were forcing pregnant women without permission to give birth to have abortions and levying steep fines on families violating the law. As a result, riots broke out and some population control officials may have been killed. The result of such family planning policy has resulted in the disparate ratio of 114 males for every 100 females among babies from birth through children four years of age. Normally, 105 males are naturally born for every 100 females. When the Chinese government introduced the policy in 1979 to alleviate social, economic, and environmental problems in China, authorities claim that the policy has prevented 250 million births from its implementation to 2000. However, the policy is controversial both within and outside China because of the manner in which the policy has been implemented, and because of concerns about negative economic and social consequences. The policy has been implicated in an increase in of forced abortions and female infanticide, and has been suggested as a possible cause behind Chinas significant gender imbalance. Despite these negative reports, favorable feedback from this policy is heard from the families themselves. Since the introduction of the one-child policy, the total fertility rate in China has fallen from over two births per woman to approximately 1. 7 births today. In total, China estimates that it has three to four hundred million fewer people today, with the one-child policy, than it would have had otherwise. The reduction in the fertility rate and thus population growth has reduced the severity of problems that come with overpopulation, like epidemics, slums, overwhelmed social services (such as health, education, law enforcement), and strain on the ecosystem from abuse of fertile land and production of high volumes of waste. Another favorable feedback as a result of this policy is that it is reported that the focus of China on population control helps provide a better health service for women and a reduction in the risks of death and injury associated with pregnancy. Increased involvement of women in the labor force is also another positive feedback. Women have traditionally been the primary caregivers for children; however, with fewer children, they have more time to invest in their careers, increasing both their personal earnings and the national GDP. Another feedback that appeals to environmentalists is that, with the policy, there is decreased environmental impact. Chinas one child policy has the indirect consequence of reducing Chinas total ecological footprint and thus reducing strain on ecological resources. Despite these successes, however, the one-child only policy draws criticisms from many quarters. First, the one-child policy has been criticized by human rights advocacy groups and Western religious groups, including some evangelical Christians, as well as by pro-life advocates. Within China, criticism tends to be focused on potential social problems caused by the policy. A second type of criticism has come from those who acknowledge the challenges stemming from Chinas high population growth but believe that less intrusive options could have achieved the same results over an extended period of time. One very important concern was the human rights factor. The one-child policy is challenged in principle and in practice over violating basic human rights. Reported abuses in its enforcement include bribery, coercion, forced sterilization, forced abortion, and possibly infanticide. Even though in 2002, China outlawed the use of physical force to make a woman submit to an abortion or sterilization, it is not entirely enforced. In the execution of the policy many local governments still demand abortions if the pregnancy violates local regulations. Some critics also point to the possible economic and emotional costs the policy may bring to the people. As the one-child policy begins to near its next generation, one adult child is left with having to provide support for his or her two parents and four grandparents. This leaves the older generation with more of a dependency on retirement funds or charity, rather than their children in order to have support. If a child cannot care for their parents and grandparents, or if that child cannot survive, the oldest generation could find itself destitute. Another social problem seen is when some parents may over-indulge their only-child. The media referred to the indulged children in one-child families as little emperors. Since the 1990s, some people worry this will result in a higher tendency toward poor social communication and cooperation skills among the new generation, as they have no siblings at home. One important focus among sociologists is the issue of gender imbalance. China, like many other Asian countries, has a long tradition of son preference. Many argue that the one-child policy induces many families to use selective abortion, abandon female infants, and even kill female infants under the influence of the son preference. Some families even kill or starve the female infant and then try again for a male child. The commonly accepted explanation for son preference is that sons in rural families may be thought to be more helpful in farm work. Sons are preferred as they provide the primary financial support for the parents in their retirement, and a sons parents typically are better cared for than his wifes. In addition, Chinese traditionally view that daughters, on their marriage, become primarily part of the grooms family. Becaue of this gender bias the sex ratio at birth (between male and female births) in mainland China reached 117:100 in the year 2000, substantially higher than the natural baseline, which ranges between 103:100 and 107:100. It had risen from 108:100 in 1981 at the boundary of the natural baseline to 111:100 in 1990. According to a report by the State Population and Family Planning Commission, there will be 30 million more men than women in 2020, potentially leading to social instability. The correlation between the increase of sex ratio disparity on birth and the deployment of one child policy would appear to have been caused by the one-child policy.

British Airways Financial Analysis :: Case Study Analysis, solution

British Airways Financial Analysis The following pages comprise of a financial analysis of British Airways for the financial year ending March 31, 1999. British Airways is a well-established company and has enjoyed high profits for the majority of its existence. However, the most recent accounts that have been published tell a different story of how the year has been. British Airways produced a pre-tax profit of  £225 million. This is  £355 million less than in 1998 which illustrates the decline in demand for British Airways services. Although this decline in profits of 61% seems unacceptable it was caused by a variety of abnormal expenses. For example the company spent  £35 million on computer systems to ensure that they are â€Å"year 2000 compliant†. British Airways also entered the low cost air travel market during the year with the launch of â€Å"Go†, which is running at a loss as it tries to establish itself in a highly competitive business environment. Lower fuel prices and the strength of the Pound benefited British Airways, and as a result the company stocked up on 45% of its fuel requirement for the next financial year. This also contributed to the fall in profits for the year. Operating Profit Fell from  £504 million in 1998 to  £442 million in 1999. The return on capital employed or primary ratio was just 17.06%. This is a great deal smaller than the 1998 figure of 61.2%. These figures both show that the business is achieving a return higher than that which could be achieved in a non-risk investment such as a high interest no access bank account which would only give a return of 7 to 9%. British Airways has a working capital of 5.1, which shows that it has high solvency. Overall, although the firm has incurred a loss of  £355 million in the financial year it is still a healthy business that shows promise of high profits in future years.

The Little Prince Essay

Lee Hyeon Ju Ms. Sarah Jane ELSEO November 23, 2012 The little prince The little prince has symbolism, it reminds people about meaning of life. Anthoine de Saint Exupery uses symbolism to teach the reader. Firstly, the king symbolizes how power is useless. The fox symbolizes love and the desert flower is meaning of religion. Antoine de saint Exupery uses symbolism to teach the reader meaning of life. He uses the king to represent about power is useless, the fox to teach love and the lower to symbolize religion. The king symblizes how power is useless.The first reason why power is useless for the king is because he lives alone on a planet. Even when the king tires to control the sunset the little prince realizes he can not control it. In order for someone to have power they must have subjects who listen to them. therefore power is useless because no one is under his control unless they decide to be. The fox symbolizes love. The first reason why the fox symbolizes love is because he le t little prince knows how to tame each other. The little prince knows how interaction is important in a elationship. The fox taught him to know invisible things more important than visible in our eyes. â€Å"What is essential is invisible to the eye. † Because the fox and, little prince could remember when they see same colour of them they can reminds each other. The desert flower symbolizes religion. The first reason why the desert flower symbolizes love is because the flower roots meaning of belief . Belief is makes people strong their mind it is not invisible to outside, but it effected so much just like plant’s roots.Also, the desert meaning of the hard life. †but never knows where to find them. The wind blows them away. † The flower had once seen a caravan passing ,the seven men blowed away because they did not have roots like a flower. In conclusion, the little prince make people know about meaning of life. First, the king teach people about useless o f power and the fox teach love, and desert flower is symbolizes of religion. Many people would know how meaningful to read this book because they find important lesson from it.