Difference Between Marketing Communication Objective

Difference Between Marketing Communication Objective Free Online Research Papers In an era burgeoning industrialisation brands have finally come face to face with a nemesis that they never thought could have existed, a nemesis they can never hope beat. Why? How awful it must be for them (the brands) that they are surrounded by competitors who are exactly like them. Now it’s no longer the question who’s better, whose technology is more superior or who has a better supply chain, because all brands are almost the same. So how can they possibly claim superiority over their competitors? This is what Super Man must have felt like when he collided with Bizarro Man who exactly the same as him in every conceivable way, the only difference being, (to use a marketing term) their packaging. This is exactly what the all brands are forced to face these days. A Coke is as good as a Pepsi, a Bajaj as good as a TVS, a Nokia is as good as a Sony Errikson. So how can any particular brand entice customers buy their products, when they are so many brands they can choose from? So what’s the answer? Building up brands in such a way that it connects with the consumers is able to create that special brand – customer bond that goes beyond immediate monetary gains. That is where I believe the difference lies between communication objective and marketing objective. Marketing objective as the term suggests deals exclusively with marketing while communication objectives end result is not an immediate increase of sales but creating an identity, an face for the brand, that the customers will hopefully love and respect. I will try an elaborate this view with the help of couple of examples. Bajaj Auto’s two wheelers had enjoyed market leadership till the late 80’s without any major threat of competition. It roped in millions of satisfied customers. It was the largest selling scooter in India. But things changed during the late 80’s, where Bajaj, especially Bajaj scooters faced competition from LML Vespa and Kinetic Honda. Both these competitors were claiming technological superiority of their products. Though Bajaj claimed ‘value for money for years, the new competition created a perception that Bajaj scooters were made of old technology that was now on its way out. However, in order to upgrade its technology, it needed time and resources. In the mean time, Bajaj Auto wanted to further consolidate its leadership status. Till Bajaj saw competition, their advertisements spoke about product features, sales figures and product ranges available, etc. The new competition forced Bajaj and its advertising agency Lintas to rework on their communicati on strategies. The assignment in front of the advertising agency was to take the brand ‘Bajaj scooters’ to a superior position without altering the already established brand equity of the product. The company and the agency shortlisted factors which has strong India-association, such as, Independence Day, sports (cricket), cinema and heritage. The company released a press campaign in 1990 with the theme ‘the great Indian spirit’. This was also prudently extended to the electronic media. The commercial depicted habits and behavioural aspects of a cross-section of the population comprising the length and breadth of India, such as Panjabis, Parsis, etc. Thus, the commercial was targeted at the emotions of the viewers with relation to the brand. For that commercials were first written in English and later translated in Hindi. The birth of ‘Hamara Bajaj’ took place with the Hindi translation. The company, promptly replaced ‘the great Indian spirit’, identifying the potential of ‘Hamara’. The term ‘Hamara’ encompasses the entire target audience consumer or not; it led to a strong association with India. Indians are pr oud to say ‘Hamara India’. Thus, ‘Hamara Bajaj’. The theme ‘Hamara Bajaj’ not only helped the company to build its brands. But it also functioned indirectly as a motivator to all those associated with the company : the dealers, employees, suppliers Bajaj, in the process of brand building, has also built national pride and enjoyed positive mileage as a result. This is one way for a brand to build an identity for itself. Bajaj had it not invested in revamping its communication policies it would have died out, because it really didn’t have the recourses to compete with companies like LML and Kinetic Honda whose technology undeniably much superior to that of Bajaj. So the only reason consumers persisted with Bajaj in spite of the fact that tilting the Chetak to the side for starting was a common joke, was because of brilliant communication strategies of Bajaj. The second example I would like to forward would be that of the Virgin group of enterprises. Virgin has created a unique identity for itself as an ultimate underdog. The company typically enters markets and industries populated by established players such as British Airways, Coka Cola, Levi Strauss, British rail, and Smirnoff and portrays them as being somewhat complacent, bureaucratic, and unresponsive to customers need. In contrast Virgin is perceived as an underdog who cares innovates and delivers an attractive alternative to what customers have been buying. When British Airways attempted to prevent Virgin from gaining routes, Virgin painted British Airways as a bully standing in the way of an earnest youngster whose alternative promised better value and service. Virgin personified by Richard Branson the founder of Virgin is the modern day Robin Hood, the friend of the little guy. More over Virgin’s is personality driven brand. Virgin’s communication objective is to ensure that people are attracted to the brand not just due to its functional benefits but more due the endearing personality of its owner the flamboyant billionaire Richard Branson. Virgin has a very strong brand equity and the company has worked to make the consumers feel that there is a bit ‘Virgin’ in each one of them. So if the Virgin brand is personified as a person these would be his qualities: FLAUNTS THE RULES IS AN UNDERDOG, WILLING TO ATTACK THE ESTABLISHMENT IS VERY COMPETENT ALWAYS DOES A HIGH QUALITY JOB Research Papers on Difference Between Marketing A Unilever ProductAnalysis of Ebay Expanding into AsiaAnalysis Of A Cosmetics AdvertisementBionic Assembly System: A New Concept of SelfTwilight of the UAWThe Project Managment Office SystemDefinition of Export QuotasPETSTEL analysis of IndiaOpen Architechture a white paperGenetic Engineering

Vivid Language Paints a Picture

Vivid Language Paints a Picture Vivid Language Paints a Picture Vivid Language Paints a Picture By Mary What does it mean to use vivid language in your writing? Language that is vivid paints a picture for your readers, so that they can clearly envision what you are talking about. Vivid language is very important to descriptive writing. Let’s look at the sentence: I took a trip to the mountains. Does this paint a picture for your reader? Assuming that the reader has ever seen a mountain, the reader is able to somewhat visualize what you meant. However, the picture the reader has may be very different from what you actually mean. After all, there are many different types of mountains. Is this better? My last trip was to the quaint mountain village of Helen, Georgia located in the foothills of the evergreen Appalachian mountain range. Does this paint a more clear picture for the reader? How about this? I visited the snow-capped peaks of the Canadian Rocky mountains, where I stayed at a skiing resort. Does this paint a clear picture? Is it different from the image evoked from the first example? There are many different types of mountains. Just saying that you took a trip to the mountains is not sufficient to paint a clear picture of your experience to the reader. Vivid language consists of the descriptive adjectives that bring your experience to life for the reader. Look at what you have written and see if the words are sufficient to put your reader in the moment with you, as if he or she could see what you saw during your experience. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Writing Basics category, check our popular posts, or choose a related post below:When to use "on" and when to use "in"50 Latin Phrases You Should KnowOne "L" or Two?

Gothic old novel Essay Example | Topics and Well Written Essays - 750 words

Gothic old novel - Essay Example â€Å"Why is this path so old? It seems to have not been used in a long time, â€Å"I wondered. The way was getting smaller as I move. Some cold liquid fell on my half covered back. I said a short prayer to God to save my life. The rain had finally started, and here I was in the middle of nowhere alone. â€Å"I have to move fast,† I thought. I had some noise before I could make a move. I felt cold and stood rooted to the ground with my eyes tightly closed. When silence returned, I got hold myself and run quickly to no destination. Finally, I came to an open compound that looked well kept and organized; the rain was now pouring heavily, lightning and thunder accompanied it. I thanked my God and felt relieved.† Hallo anyone home?† there was no answer. I moved to the door and turned the lock, it opened. It was dark inside; I took out my phone that had a torch. It was wet, what was I to do next? I slowly found my way to a seat in one of the corners of the room. I didn’t know when I fell asleep only to wake up to the sound of pots falling to the ground. There was light coming from a room just at the end of a passage it was too bright to be electricity. I moved there ensuring that I made no noise. There was no one in sight, everything well arranged, it was a kit chen. The cooker was on, and a huge pot of water was boiling. The door got shut at my back, I jump in fear, and the room had pots of fresh blood and heaps of stocked meat that was already going bad and smelly. I felt someone moving across the room yet I could not catch the sight of anyone. I ran to the door and found that it was locked, and the room was becoming brighter as time went, I could not think straight fear got the better part of me. There was noise coming from an inner room that had a dazzling light, it seems people were in there and argued about something. I had to save myself. Pans were flying out of the room and what scared me most were the different sizes of knives

Street art and subculture Essay Example | Topics and Well Written Essays - 2000 words

Street art and subculture - Essay Example Street art subcultures symbolize some amazingly imaginative and improvisational practices in every day’s life. According to (Toby et al 4), street artists represent a challenge for visibility, its regulation in public places, and policies that bounder the art and artist’s legitimacy. However, the street artists continue fighting for their right while developing with a resistance. Nevertheless, their art represents some hybrid artwork with generative logic of mix making it one-step ahead of the cultural police hailing from any jurisdiction. Earlier in the days, street art seemed like a ghost trying to project its repressed dreams and fantasies on the street walls. According to Snyder (36), most cities illegalized the practice arguing that it defaced private property. However, many of the artists could argue that the art gave a better image or beautified the cityscape. This scenario raises the question whether this makes graffiti or street art an illegal movement. It also raises the question on whether graffiti only becomes art if placed in galleries. Graffiti has been around for many years, and evidence lies in the Roman architecture. The original objective of the street work and graffiti was to inform the public about political and social problems arising within the region. This method made it a silent but highly effective means of protest against the increasing problems in the society. The street art may seem utopian, aggressive, or juvenile, but most artists started it with a lot of empathy for the city.

Maus essay Essay Example for Free

Maus essay Essay I Maus by Art spiegelman shows imagery. It resembles the quote from Hitler â€Å"The Jews are undoubtedly a race, but they are not human†, and shows that the different groups of people have essential characteristics that are represented by the animals they are portrayed as in the book. This just shows how low Germans are towards the Jews. In the comic book of Maus, Vladek tells some horrible stories of when he was in the holocaust. Artie (his son) is very interested in the way the holocaust was and how his father and gone through it when he was younger. In one of the clips it shows Vladek‘s number that he was given to be represented by instead of his name. Some of his stories were of how they would just kill any random person, even if they had their papers. The Germans wanted to become superior in every way they possibly can. The many different ways of representing the â€Å"animals’ towards people are the way people may act or themselves. For instance the pigs represented as the polish, the mouse are represented as the Jewish. The animals that are shown for them are based on themselves and their looks. If you had Blonde hair and blue eyes, brown hair brown eyes were their perfect race. Even though the book was black and white in reality you can see the colors everywhere. The stories about the way the woman and children were treated would make you throw up. If a child was crying or wouldn’t be quiet they would get thrown against the wall and have their skulls broken. The women were treated just like men having to carry around heavy items and get beat just the same. Men, children and woman should not be treated the same when it comes to work or punishments. In conclusion the holocausts were the roughest of the times. Too many people were killed for no reason at all. I’ve proved innocent people should not be murdered for no reason at all.

How a photocopier works :: essays research papers

Photocopiers rely on static electricity to perform an incredibly complex process every time you press the copy button. Photocopiers use a photo receptor drum, a metal drum coated in a layer of semiconductor which is usually selenium. The photoconductivity of selenium means that when illuminated photons cause it to conduct electricity but when it is in the dark it is an insulator. When photons hit the Selenium electrons are liberated allowing current to pass through. When you press COPY on a photocopier a complex process begins. The drum is charged positively by the corona wire; this wire has a very high voltage passed through it and so transfers some to the drum as static electricity. The drum is coated in a layer of positive ions. A strong lamp is then shone up through glass onto the paper which needs to be photocopied. White areas of paper reflect this light back down, through a series of mirrors and lenses, onto the drum. Black areas (print) just absorb the light. When the light hits the selenium it allows current to flow by liberating electrons, the electrons brought by this voltage applied to the core of the drum neutralise the positive charge on parts of the drum in light so that only black areas are now charged. Next small beads covered in tiny black plastic powder are rolled over the drum. The powder is attracted to the drum at areas of positive charge because the toner is negatively charged. Another sheet of paper is charged strongly by the corona wire because this charge is greater than the charge on the drum, when the paper is passed over the drum the toner particles stick to it rather than the drum. When the paper has the toner on it, it passes through heated rollers which melt the black plastic onto the paper so that it is not held with just a weak charge. How a photocopier works :: essays research papers Photocopiers rely on static electricity to perform an incredibly complex process every time you press the copy button. Photocopiers use a photo receptor drum, a metal drum coated in a layer of semiconductor which is usually selenium. The photoconductivity of selenium means that when illuminated photons cause it to conduct electricity but when it is in the dark it is an insulator. When photons hit the Selenium electrons are liberated allowing current to pass through. When you press COPY on a photocopier a complex process begins. The drum is charged positively by the corona wire; this wire has a very high voltage passed through it and so transfers some to the drum as static electricity. The drum is coated in a layer of positive ions. A strong lamp is then shone up through glass onto the paper which needs to be photocopied. White areas of paper reflect this light back down, through a series of mirrors and lenses, onto the drum. Black areas (print) just absorb the light. When the light hits the selenium it allows current to flow by liberating electrons, the electrons brought by this voltage applied to the core of the drum neutralise the positive charge on parts of the drum in light so that only black areas are now charged. Next small beads covered in tiny black plastic powder are rolled over the drum. The powder is attracted to the drum at areas of positive charge because the toner is negatively charged. Another sheet of paper is charged strongly by the corona wire because this charge is greater than the charge on the drum, when the paper is passed over the drum the toner particles stick to it rather than the drum. When the paper has the toner on it, it passes through heated rollers which melt the black plastic onto the paper so that it is not held with just a weak charge.

Extrovert and Introvert Children

Children learn how to express themselves by watching their parents or guardian. They learn how to love; stress, get angry, sadness, or discontent etc†¦Cultural backgrounds have a lot to do with how children show emotion. Is your child’s emotional behavior acceptable by society standards? Parents that are in touch with their feelings and/ or emotions and are able to express themselves without being destructive are more then likely going to raise their child to express the appropriate emotion giving the situation.Parents with repressed emotions will also teach their children how to hold back their emotions. A child maybe more of an introvert if they are not aloud to express themselves, as the child that is encouraged to express how they feel is more likely to be an extrovert. Society tolerates emotional expression as long as it is not destructive to themselves or others. Many people will march in protest for or against a cause, which is acceptable by society, but if that pr otest turns violent then the emotional behavior is now an unacceptable means of expression.As your child grows you should encourage them to have an opinion and to be respectable to others opinions. Teaching your child that it is ok for someone to disagree, and we are not all meant to believe, feel, live and look the same way. Some cultural types are very adamant about what kind, when to, and even who is aloud to express certain emotions. Cultural differences play a huge part on many racist people. You may not be a racist but maybe your parents taught you that it is socially unacceptable to date or marry out side your race.Some cultural differences teach boys that crying shows weakness. Some parents may yell or talk aggressively, while others are very quiet and don’t have a whole lot of communication with the child at all. We as parents are the biggest influences on our child’s emotional behavior. The way we communicate with our child helps them develop emotionally. The way we encourage communication will also determine if they are able to communicate their feelings, needs, likes, or dislikes in a way which is socially acceptable.Children should be taught that all forms of emotions are normal feelings, and that it is ok to be angry, mad, disappointed, scared, confused, or happy etc†¦it’s dealing with those emotions and how we communicate those feelings which count. I always told my daughter that it was ok to tell me how she feels (whether I agreed or not) as long as she does it respectfully. I want her to feel that her opinion matters.

Discuss the Relationship Between Stress and the Immune System

Discuss the relationship between stress and the immune system (12) Cohen et al (1993) investigated the role of general life stress on the vulnerability to the common cold virus. 394 participants completed a questionnaire about the number of stressful events that occurred the previous year. They were also asked to rate the degree of stress and level of negative emotions. The three scores were combined together to make what Cohen called a stress index. The participants were then exposed to the common cold virus and 82% became infected.The results showed that the chance of developing a cold was significantly correlated with stress index. Cohen et al concluded that life stress and negative emotions reduce the effectiveness of the immune system. However a criticism of this study would be that there was no direct manipulation of the independent variable which was the stress index, so a cause and effect relationship cannot be confirmed. Also, it’s not easy to tell if whether the part icipants who reported sick was due to stress or other extraneous variables.Kiecolt-Glaser et al (1984) also investigated the impact of life stressors on the immune system. The participants were 75 medical students who were preparing for final exams. The natural killer (NK) cell activity was measured to use as an index of immune function. Measures of NK cell activity were recorded from blood samples 1 month before exams and one during exam period. Participants also completed a questionnaire on experience of negative life events and social isolation. The results showed that NK cell activity was significantly lower on high stress blood samples in comparison to low stress samples.Additionally, the greatest reductions were in students who had higher levels of social isolation. Kiecolt-Glaser concluded that examination stress reduces immune function thus making people more vulnerable to illnesses and infections. A criticism of this study would be that there was no manipulation of the inde pendent variable so the cause and effect relationship cannot be confirmed. Also, the experiment cannot be generalised as it used medical students therefore the results are specific only to medical students and when used on others the results may be significantly different.

Alas, Poor Heroine

Alas, Poor Heroine Alas, Poor Heroine Alas, Poor Heroine By Maeve Maddox Anyone who has ever taught knows The Look. It is the eye-rolling look students throw at one another when the behind-the-times teacher uses what she thinks is a perfectly ordinary word, unaware that the word has taken on a new meaning. I can remember the first time I got The Look. Id read a poem which contained the word gay in the sense of full of joy or mirth. Again, I was rewarded with The Look when explaining to seventh graders that Madonna is a term for the Blessed Virgin Mary. That was in the early 80s and I was unaware of the latest singing sensation. Related to the adolescent Look is the reluctance among speakers of any age to use words that sound like something else. One such word is the feminine form of hero. Admittedly, theres a tendency for nouns with feminine endings to be abandoned in the face of modern feminism. Actress, for example, has mostly fallen out of use with members of the acting profession, except as an Academy Award category. Likewise poetess and authoress are felt to be abominations by women who write. The word heroine presents a different problem. It is too common in the discussion of literature to be abandoned. In ordinary conversation, and on television, however, people seem to prefer to use the word hero for both male and female persons of prowess. The word heroine is being driven out of ordinary speech because of its pronunciation. Ive seen a cousin to The Look on the faces of people who hesitate before calling a woman a heroine. Often they opt instead for female hero rather than say a word that sounds the same as an evil drug. Personally, I see nothing wrong with using the word hero as a unisex word. A word of caution is in order, however, when the writing context calls for the word heroine. The following appears in a brochure distributed by the Malco theatre chain: She [Dakota Blue Richards] saw the National Theatre production and announced that she wanted to be Lyra, the high-spirited heroin of The Golden Compass. TIP: Joan of Arc is a heroine. Nelson Algrens The Man with the Golden Arm is about a heroin addict. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Spelling category, check our popular posts, or choose a related post below:7 English Grammar Rules You Should KnowHow to Punctuate Descriptions of Colors48 Writing Prompts for Middle School Kids

SAT History - PrepScholar 2016 Students Encyclopedia

SAT History - PrepScholar 2016 Students' Encyclopedia SAT / ACT Prep Online Guides and Tips The SAT was first administered to a few thousand college applicants in 1926. Called the Scholastic Aptitude Test, it was adapted from Army Alpha and Beta tests, intelligence tests used for recruitment during World War I. Psychologist and Princeton professor Carl Brigham helped develop and later adapt these testsfor use in college admissions. The development of this standardized admissions test was partially intended to eliminate bias and equalize educational access among people from different socio-economic backgrounds. Note: this article is a series in the PrepScholar2016 Students' Encyclopedia, a free students' and parents' SAT / ACT guide that provides encyclopedic knowledge. Read all the articles here! The first SAT was 90 minutes long and asked 315 questions on vocabulary and math. In 1933, Harvard president James Conant started a scholarship based on SAT scores. Assistant dean at the time, Henry Chauncey, supported the SAT as a qualifying exam that wouldmeasure intelligence independentof social background. In 1938 he met with the College Board, an organization of top American universities, and encouraged it to adopt the SAT for all scholarship applicants. By 1942, the SAT had become the standard qualifying test for all applicants to participating colleges. Over 300,000 students across the country were taking the SAT by 1944. The SAT has undergone various revisions throughout the years, as well as changes in its name. Its name was first changed to the Scholastic Assessment Test and then to the current SAT Reasoning Test, with the letters SAT no longer an acronym for anything. The current version of the SAT was first administered in 2005. It differed from its predecessor with the elimination of analogy questions and the addition of the essay and Writing section, which changed the maximum composite score from 1600 to 2400. Starting in March of 2016, the SAT will return to a 1600 scoring system and make the essay section optional, along with other revisionsin format, content, and tested skills. In 2009, College Board introduced Score Choice, an option that allows students to decide which of their score reports get sent to colleges. While most colleges support the use of Score Choice, there are a select few that require students to send score reports from all dates they take the test. College Board has been the target of criticism and controversy over the years. One major criticism of the SAT is that it does not fulfill its mission of fairness and equity, but rather favors students from higher income backgroundswhose parents have a higher level of education. Some of the changes made to the SAT may have been motivated to address these criticisms and make the test more accessible to students across socio-economic backgrounds. Other critics question the validity of the SAT's assessment and predictive power for college achievement and readiness. Some colleges have deemphasized SAT scores in their admissions processes by adopting test flexible or test optional policies, allowing students to submit SAT Subject Test or AP scores in lieu of the SAT Reasoning Test or to omit their scores completely from their applications. While students have the option of withholdingtheir SAT scores from SAT optional schools, they may be at an empirical disadvantage when compared with other applicants who choseto send them. The SAT has also been at the center of cheating controversies, particularly as it becomes more popular overseas. In both 2007 and 2013, the scores from all SAT tests taken in South Korea were cancelled. In January 2015, the scores of all students who tested in China and Chinese nationals who tested outside of China were withheld for investigation. SAT security has recently been compromised due to communication technology, College Board's practice of recycling old tests for use overseas, and time zone differences in test administrations. There has also been evidence of cheating in the U.S., the most notable scandal occuring in 2011 in Long Island, New York when high school students hired others to take the SAT for them with falsified identification. To prevent similar instances of cheating, College Board has required students to upload an identifying photograph during registration since2012. Read more from the SAT Encyclopedia! Further Reading History of the SAT: Its Failures and Controversies Cheating on the SAT Spreads to the United States If Your SAT Test Center Has These Problems - SPEAK UP

Brazil Essay Example | Topics and Well Written Essays - 500 words

Brazil - Essay Example It relies heavily on these renewable sources of energy for home and commercial purposes. These include solar, wind, and hydraulic energy systems. Brazil has subsidized the equipment required for the renewable energy installations such as the solar panels and wind turbines in order to encourage further use of renewable energy. This has greatly contributed to Brazil being self-reliant in terms of meeting its energy needs, which has, in turn, placed the economy at a vantage point to be able to take advantage of arising opportunities (International Labour Office., & International Institute for Labour Studies, 2011). Brazil, as a country, is richly equipped in terms of mineral resources. It has large reserves of natural gas, which are used in running cars and other machines. Brazil has the highest natural gas deposit than other countries. For example, it has coal reserves that are used in power stations and for operating trains (International Labour Office., & International Institute for Labour Studies, 2011). Additionally, it also produces Uranium used for the production of nuclear energy. Brazil is ranked as the twelfth in terms of oil production in the whole continent. In addition to the renewable sources of energy already in use, it also produces ethanol, which is a by-product of sugarcane that is used for running cars and other basic energy uses. Brazil sources all its energy from its reserves thus no need to source any energy source from outside, and this ensures its self-reliance. Brazil is highly industrialized because of the availability of local sources of energy thus making it the maj or powerhouse in the South American region (Diniz, 2014). The Brazilian population is significant in its strategic positioning as a nation. It has been on the steady increase over the recent years. This is essential for the provision of labour and market for goods produced. This has led to many investors choosing to do business in Brazil since it has better working