Marketing Communication Based on Video Research Paper

Marketing Communication Based on Video - Research Paper Example Absolut is a business entity which was originated as a brain child of Lars Olsson Smith, the king of Vodka. The Absolut organization exists to provide the best quality vodka in the world. Today it is one of the leading brands of Vodka. The originators suggest that the main ingredient required to produce Absolut is a grain grown in Ahus, in Southern Sweden. The producers have coined a â€Å"one source concept†. It is this one source concept that the manufacturers believe causes Absolut vodka to be absolute. The Absolut website states that it is made of only natural ingredients, namely, winter wheat and water. Absolut is viewed as a perfect unit in that its bottle, its taste and its price combine to form one package. Over the years Absolut has added many flavors to its original and premium product. Flavors include Peppar, Citron, Mandarin, Rasberri, Vanilla, Kurant and Pears. Absolut on their website proposes that their Mandarin and Orange are two of the most popular flavors in the world. The brand’s origins and its background The brand Absolut was established since 1889 when Lars Olsson Smith registered the brand name and began to revolutionize the manner in which vodka was made. By 1979, it was imperative for Absolut to begin to export to countries around the world in order to survive. The genesis for Absolut was the idea of the legendary Lars Olsson Smith who revolutionized the manner in which distillation was done. He created the rectification method of distillation and to this day producers of alcoholic beverages still use this method. For Smith, rectification allowed all the impurities involved in the production of vodka to be removed. Thus, Smith called the product of his rectification Absolut rent branvin which means â€Å"Absolute pure vodka† in Swedish. For this reason, Lars Olsson Smith is known as the King of Vodka. In 1992, Absolut advertising campaign was inducted into the American Marketing Association’s Marketing Hall of Fame. Amazingly, this feat was won without the use of te levision as an advertising medium. Richard Lewis (1996) the mastermind behind Absolut’s advertising campaign claims that the major purpose of the campaign was â€Å"to build a healthy and enduring brand for Absolut.† Throughout the first hundred years of its existence Absolut was perfected in its taste, its texture and its packaging. 1.3 The brand’s popularity Although Absolut in its website views itself as the number one selling vodka in the United States, other sources such as Impact International believe that in 2010 Absolut was the fourth largest â€Å"international premium spirit in the world. Impact International noted that Absolut is available in 126 markets. Lewis (1996) notes that in 1981 at the beginning of the Absolut advertising campaign, 20,000 cases of vodka were sold to the United States each year by 1995; sales had reached to 3 million cases per year. Sarah Edmunds of Reuters in her interview with Bengt Baron posits, â€Å"In the United States †¦ Absolut has about 10-1/2 to 11 percent of the total vodka market, sales rose to 4.9 million nine-litre cases in 2006, up from 4.7 million in 2005. Also at this interview Baron observed that Absolut has â€Å"98 percent brand awareness in the (U.S.) consumer (market) and we're still growing faster than the market in general†. Nonetheless, Absolut still advertises itself on its website as the leading brand of vodka in the world. A positioning- perceptual map is an

I haven't decided yet It might be something about advertising Essay

I haven't decided yet It might be something about advertising - Essay Example dvertisements in Wal-Mart retailing, to analyse Wal-Mart as a global retailer, to identify the role of advertisements in Wal-Mart and to frame certain recommendations for the improved success of Wal-Mart through effective advertising. With a Confidence Interval of 90%, the sample size for this research happens to be 100 participants. This survey research has collected data related to the advertising media and advertising of the products of Wal-Mart. The data collected are statistically analysed using MINITAB statistical tool in terms of mean, standard deviation, tally tables and Pearson’s correlation. It has been found that Wal-Mart uses TV as major advertising media but other media like newspapers, billboards, mobile phones, digital signage, direct mail, cinema have not been used much for advertising. Also certain product range of Wal-Mart like musical storage devices, health and beauty products, jewellery, Grocery products and few others have not been advertised effectively. Based on this data analysis and discussion, this research has formulated a set of recommendations for improved advertising strategies of Wal-Mart. This chapter introduces the research concept and research scenario. The aim and objectives of this research are to be discussed along with the main research question and the supporting research hypotheses. The significance of this research work has also been emphasised along with the introduction of the research design specific to this research work. Started by Sam Walton in 1962 in US, Wal-Mart is expanding in it’s retail business all over the world. The business model of Wal-Mart happens to be ‘Every Day Low Prices’, which has earned many customers. Wal-Mart tries to achieve this reduced pricing strategy by cost optimisation in business processes like advertising, logistics, branding, cost effective supplier strategies, store design and merchandising. The international operations of Wal-Mart started in 1991 in the form of super stores

Trait Theory Essay Example for Free

Trait Theory Essay As I began the process of preparing for this week’s assignments and I noticed that a great deal of emphasis was being put on personality trait testing, I have to say I was a little bit nervous as I have never really put much stock into those particular types of tests being very accurate. But after reading chapters 7 and 8 in our text Personality: Theory and Research, the article on Gordon Allport, and most specifically taking the self monitoring test myself and comparing the results given to what I already believed to be true about myself, I now have a better understanding about how these tests, along with an ability to gauge and monitor consistent patterns of behavior, feelings and thought (Cervone Pervin, 2013, p. 232) can be a valuable tool in not only a scientific setting but in gaining self awareness. I am writing this paper as a means of sharing my insights about personality trait theories as well as how these theories might help an individual gain insight into their relationships with themselves and others. I will also discuss the relationship between personality trait theories, psychoanalytic and humanistic theories and which of these are more effective in explaining human behavior. One of the largest insights I have gained through my research this week is the knowledge of the beliefs of Gordon Allport. His suggestion that the individual self is composed of the aspects that humans feel are the most essential interests me (Boeree, 2006). By breaking down those aspects into seven separate functions, which include, sense of body, self-identity, self-esteem, self-extension, self-image, rational coping, and propriate striving (Boeree, 2006), Allport developed a means to better explain where human motives derive from. As we attempt to gain a firmer grasp on our ability to improve our relationships with friends, family and the people we interact with on a daily basis, as well as a better understanding of our own personality strengths and weaknesses, we gain needed insight by studying personality trait theories. This gives us a better understanding of important areas that are key to healthy relationships. Two of those areas are communications and expectations. What we expect to receive from our relationships with others and how we communicate those expectations are vital in determining whether those relationships flourish or not. Our personality type has a great impact on both of those areas so it is important to be aware of our traits, what to build on, and what to work on letting go of. One of the main differences between the personality trait theories and the other theories we have studied thus far, such as psychoanalytic and humanistic theories, is that the personality trait theory approach individual’s differences. Trait theory seems to be more focused on measuring an individual’s personality characteristics and less focused on generalized behavior on average. I believe that the trait theory falls short of the humanistic theory in many ways, but in particular, it doesn’t seem to give as good a glimpse into how we develop the most basic of our personality traits. It also lacks in its ability to be as accurate a predictor of future behavior. In my opinion, trait theory seems to be more of a tool to put a name on certain aspects of our personality, while the humanistic theory gives us a better understanding of our personality. In conclusion, I hope that I have included in this paper a thorough description of the information I have gained through my excursion through this week’s learning resources. My goal was to give you my opinion on the differences between trait theory and the other personality theories we have studied and how important it is to be able to not only learn as much as we can about why we act the way we do, but to learn how to react differently in the future. I now believe that, through better understanding of the many different theories discussed in this course and not developing and one tracked mind, this can be accomplished. References: Cervone, D., Pervin, L.A. (2013). Personality: Theory and research (12th Ed.). Hoboken, NJ. John Wiley Sons, Inc. Boeree, C.G. (2013). Personality theories: Gordon Allport. Retrieved September 22, 2013 from http://webspace.ship.edu/cgboer/allport.html

Comment On Brave Heart English Literature Essay

Comment On Brave Heart English Literature Essay Brave Heart is an inspiring epic movie. One of the factors that attracts most people is the heroism of the protagonist in the movie, but while the heroism is traced back to its origin, it can be said this heroism is not born but compelled. The protagonist is not a born hero but a compelled one. Thus it is called compelled heroism. This paper mainly concentrates on the causes of this compelled heroism, and it is explored layer by layer in the following text. Key words: Brave Heart, compelled heroism, tyrannical, revolt, freedom The movie Brave Heart was set in the Scottish national independence movement against English in the thirteenth century and early fourteenth century. The protagonist, William Wallace, is a Scottish national hero who led the Scottish people to fight against the tyrannical regime of English for freedom. His heroism inspired many people to bleed with him. Though he was beheaded at last by English king, in his spirit, Scottish people finally won their independence. Nevertheless, this heroism was not born but compelled. William Wallace did not want to be a hero at the very beginning, and what made him a hero was the situations he was faced with. To fight against the tyrannical regime was the only choice he had, so he was compelled to do so and be a national hero with this compelled heroism. According to Webster on line dictionary‚, the word heroism means heroic conduct especially as exhibited in fulfilling a high purpose or attaining a noble end. compelled, correspondently, means to cause to do or occur by overwhelming pressure. When the two words are combined, compelled heroism means such kind of heroic conduct that is caused to do. Simply speaking, this heroic conduct is not intended but caused to be done. In the movie, the protagonist William Wallace is such a compelled hero with compelled heroism. In order to analyze this compelled heroism, first, it is necessary to explore where it came from, then the origins of the heroism will prove it to be compelled, namely the compelled heroism. There are mainly four factors that contribute to this heroism: the hatred about his fathers death, the love towards his wife Murron, the loathing of the tyrannical regime of English, and the eager for national freedom. First, the hatred about Wallaces fathers death shocked and saddened him much. When Wallace was still a little boy, his father was deceived and killed in a battle between the English and their clan, leaving little Wallace an orphan. Wallace became grieved and helpless, but he could do nothing at that time. Though his father was gone, he once taught little Wallace that it was our wits that made us man. Little Wallace remembered that, and always tried to fight with wits later. Then his uncle came and took him to live with him. During this time, Wallace travelled and learned cultural knowledge and martial arts. It was his fathers and uncles teachings that made Wallace a potential hero in the future, but he was not and did not want to be a hero at all at that time. Wallace could not choose his birth and identity, so he was compelled to accept his fate at the very beginning. He was a potential compelled hero after his birth. Second, the love towards his wife Murron made him brave and fearless. Murron was Wallaces childhood sweatheart. After Wallace grew up, he came back to the small town where he was born, and married Murron secretly, because at that time, under the regime of English, the English nobles in Scottish had the right of primae noctics over the bride. One day, Murron was offended and killed by English soldiers, which caused Scottish peoples sealed anger and revolt against English. Wallace, of course, fought first and became the leader of the revolting army. Nevertheless, Wallace did not want to revolt at all when he came back home, because he said I came back home to raise crops, and, God willing, a family. If I can live in peace, I will. What made him revolt against the English was his deep love towards his wife Murron. This time, Wallace could not stand any more, and his anger finally broke out. Again, Wallace was compelled to fight and be a hero. Third, the loathing of the tyrannical regime of English became the target of the revolt. At that time, England was in the Gorse Flower Dynasty era. When Edward was in power, he adopted atrocious high-pressure means to control Scottland. His rule was tyrannical and inhuman. Englands brutal domination caused a number of massacres. Eventually, noble farmers in Scottland took up arms to fight against England. William Wallace was the famous representative. The death of Murron was just a powderhose of the revolt, and Wallaces later fight against English sublimated, not only for the revenge for Murron, but also for the destroying of the tyrannical regime of English. Wallace at this time was compelled to lead his countrymen to the final success of this revolt. Fourth, the eager for national freedom was everlasting. At the moment Wallace was heheaded, he used all his strength to shoutfreedom Freedom for all his countrymen! When Wallace and his men started the revolt, they were doomed to go on a road of no return. After his being beheading, his head was set on the London bridge, his body torn into pieces to send to the four corners of Britain as a warning, but William Wallace never yielded to tyranny and gave up freedom. He used his life to explain what freedom truly was. Though Wallace was killed tragically and did not lead his men to win the final success of freedom, later, Scottish people united and continued to fight for their national freedom. It was in Wallaces spirit of heroism that the Scottish people won their freedom. As a national hero, Wallace was compelled again to die for the freedom they pursued, and this time, his heroism was sublimated, not only compelled, but also willing. In brief, after reviewing Wallaces heroic story, we can draw the conclusion that Wallace was a hero who was compelled but finally willing to fight for the freedom of all Scottish people. So this heroism was compelled from the causes of it.That is compelled heroism. Notes: Brave Heart is an epic movie directed and acted by Mel Gibson. The stars are Mel Gibson and Sophie Marceau. ‚www.Merriam-Webster.com

Visual Prostheses and the Retinal Implant Project :: Biology Essays Research Papers

Visual Prostheses and the Retinal Implant Project Visual percepts are the final product of a rich interplay of stimulus processing that occurs without the intervention of one's consciousness. While this is a fascinating issue to consider, especially as it pertains to the philosophical and practical definitions of ideas like the "self," the converse is equally interesting to me. In this modern era of exploding technological ingenuity, the sum of which is a product of the conscious brain, increasingly more opportunities exist for the brain to design the input it receives. One method by which this occurs is observable in the treatment of visual pathologies. A development of particular interest to me is the use of visual prosthetic devices in the treatment of some forms of progressive blindness. Research in this area raises numerous conflicts within the realm of bioengineering, but promises, at least, to challenge the boundaries of current microtechnology and instigate further integration of the rapidly expanding fields of electronics a nd medicine. In 1988, a multidisciplinary research team called the "Retinal Implant Project," spanning the knowledge bases of Harvard Medical School, the Massachusetts Eye and Ear Infirmary, and the Massachusetts Institute of Technology's Department of Electrical Engineering and Computer Science, was formed with the explicit goal of creating an intraocular retinal prosthetic device to combat the effects of certain types of progressive blindness (4). The prostheses are intended to stimulate retinal ganglion cells whose associated photoreceptor cells have fallen victim to degradation by macular degeneration or retinitis pigmentosa, two currently incurable but widespread conditions (2). Their most recent work has been to orchestrate short-term clinical trials in which blind volunteers receive a temporary intraocular prosthetic implant and undergo a series of tests to determine the quality of visual percepts experienced over a two- to three-hour period (2). The leaders of the Retinal Implant Project, while enthusiastic about their progress, do not anticipate the realization of a workable prosthetic within the next five years (2). The goal of retinal prosthetic proposed by the collaborators is to bypass degenerate photoreceptors by providing electrical stimulation directly to the underlying ganglion cells (2,3,4,5). The ganglion cell axons compose the optic nerve, which travels from the eye and terminates in various regions of the brain, where the combined input is processed along multiple routes and ultimately results in the experience of sight (4). Ganglion cell excitation will be accomplished by attaching a two-silicon-microchip system onto the surface of the retina, which will be powered by a specially designed laser mounted on a pair of glasses worn by the patient (4,5).

Strindbergs Miss Julie and Becketts Waiting for Godot Essay -- Engli

Strindberg's Miss Julie and Beckett's Waiting for Godot The motivations and behavior of key characters in Strindberg's Miss Julie and Beckett's Waiting for Godot will be analyzed according to Eric Berne's method of transactional analysis. Eric Berne deals with the psychology behind our transactions. Transactional analysis determines which ego state is implemented by the people interacting. There are three possibilities which are either parent, adult, or child. The key characters in Waiting for Godot are Vladimir and Estragon. Vladimir is the more intellectual of the two and Estragon is more emotional. Their ego states are always shifting from minute to minute. In Miss Julie the key characters are Jean and Miss Julie. Jean shifts his ego state according to his situation either to compliment the ego state of the person he is talking to or to exploit the situation. In the relationship between Miss Julie and Jean their ego states interchange as Miss Julie begins as the parent, then she falls so they are equal on the adult level and eventually she is on the bottom so Jean is on the top as parent ego state. People are made with three basic ego states which are the parent, adult, and child. Some people have a dominant ego state and others are constantly changing. All parts are necessary for a well rounded personality. The child is linked with intuition, creativity, spontaneity, drive and enjoyment. The adult is the rational, objective and logical side which allows work to get done. This is the part of us that should be involved in difficult decision making because it weighs the pros and cons of the decision without bias. The parent is useful for actually raising children and for routine decisions that do not require the deductive rea... ...llowed to flow. He also manipulates Miss Julie's emotions by appealing to the romantic child in her. It is Miss Julie's fall from her high social status and her consequent fall to a childish ego state that makes Jean adapt his ego. She starts out thinking she is better than Jean because he is her servant. As they get closer she feels he is her equal so she talks to him as an adult from an adult standpoint. By the end when she has fallen from grace she feels so low that she is talking up to Jean and wants him to tell her what to do. All the while Jean is on the opposite side of the wheel that Miss Julie is on. Bibliography 1. Berne, Eric. Games People Play. Grove Press INC, New York Thirtieth printing 1966. 2. Strindberg, August. Plays: One , Miss Julie . Secer & Warberg Limited, Great Britain 1964. 3. Beckett, Samuel. Waiting for Godot. Grove Press INC 1956.

Long shore Drift

The managed section of the beach will be affected more than the unmanaged section from longshore drift and thus cause coastal erosion. My intentions are to carry out an investigation, which will determine the affects of longshore drift. The investigation itself will be broken into two different parts, these being the affect of longshore drift on a managed section, which has groynes to trap sediment, thus forming a protective beach. I will assess these areas before continuing with any data collection, when we had discovered a managed. I understand that longshore drift is an important coastal process as it is related to the transportation and deposition of sediment and how either erosion occurs by abrasion or attrition or hydraulic action. ‘How does human management have an affect on the process of longshore drift?' I can expand on this question to create four sub-questions: What affects does longshore drift have on the managed coastline? What affects does longshore drift have on the unmanaged coastline? How do management techniques such as groynes affect longshore drift? What effects are there on the unmanaged section of the coastline? Method The methods below are to help me answer the purpose of the investigation. Field Sketches or Photos Equipment? Pencil and Paper and computer Method? * Simply involves annotating relevant sketches drawn by programs on computer. Why is it necessary? It provides an in depth, detailed outlook of the area under study. It is also a good source Advantages? * It is simple to achieve but it can account for explanation of my ideas. * This method needs a basic requirement of equipment. Disadvantages? * The sketch must be accurate otherwise the examiner will not understand what I am explaining. * Photos obtained from computer may be inaccurate Where? In areas with great importance to parts of coastline under study Questionnaires Equipment? Questionnaire, eleven relevant questions and pen. Method? * Ask people around the vercinity the questions. * Record the answers on the database as part of a group collection. Why is it necessary? It acquires the opinions of the public to how effective management techniques and how problems can be improved. Advantages? * It collects a wide range of views from different opinions. * The results can be moulded into different forms of representations of data. Disadvantages? * Some people may refuse to or do not have the time to answer the questionnaires; some may not be sure and may guess the answer. Where? I will take samples on the seafront and in the town centre. Analysis of Sediment Flow Equipment? Tennis ball Method? * Place each one in the swash zone of the sea. * Monitor the movement over a period of time and record their direction and distance traveled. Why is it necessary? This is simply to discover the impact of longshore drift on the coastline and its sediment. Advantages? * It shows the direction and speed of longshore drift. * It is an easy method to accomplish. Disadvantages? * It is time consuming. * If there is little longshore drift, then the movement of the ball is limited. Beach Profile Equipment? Ranging Poles, clinometer, measuring tape and record sheet Method? * Place poles on ground so that they do not penetrate. * Apply clinometer to section on pole and measure angle that the clinometer records. * Record results for each 2m interval on a longitudinal plain. Why is it necessary? By carrying out this investigation, I can see to what extent sediment build up is occurring and link my conclusions to longshore drift. Advantages? * It shows how the beach differentiates in slow gradient. Disadvantages? * The method is very time consuming * The angle of negative or positive elevation may contain an error of judgment. Where? Both sides of the groyne in a managed section