Promotion Strategy

Table of Contents Sr No. | Title| P No. | 1. | Introduction| 2-5| 2. | Promotional Mix| 5| 3. | Sales process| 7-8| 4. | Advertising| 9-13| 5. | Other Methods| 14-15| 6. | Public Relations| 15| 7. | References| 18| Introduction What is promotional strategy ? Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to non profit organizations as it is to a profit oriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, the desire for a general product category.For example, the Wisconsin Milk Marketing Board promotes natural cheese through advertisements without referring to any particular cheese maker. But most promotional strategies are aimed at creating selective demand, the desire for a particular product. Land O' Lakes campaign—†The taste that stands above. Land O' Lakes 4-Quart Cheese†Ã¢â‚¬â€is an example. The objectives of promotion, the component s of the promotional mix—personal selling, advertising, sales promotion, and public relations are discussed, and finally, the factors that influence marketers' decisions in selecting a promotional mix are explained.Objectives of Promotional Strategy Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. An organization can have multiple promotional objectives.The National Pork Producers Council has developed â€Å"The Other White Meat† promotional campaign primarily to position pork as a white meat rather than a red meat. Other goals of the campaign include inc reasing the sale of pork and informing consumers that pork is low in calories and cholesterol, high in nutrition, easy to prepare, and versatile. To illustrate the versatility of pork, one advertisement in the campaign features 21 different pork dishes and offers consumers a free booklet for those and other pork recipes. Providing InformationIn the early days of promotional campaigns, when there was often a short supply of many items, most advertisements were designed to inform the public of a product's availability. Today, a major portion of advertising in the United States is still informational. A large section of the daily newspapers on Wednesdays and Thursdays consists of advertising that tells shoppers which products are featured by stores and at what price. Health insurance advertisements in Sunday newspaper supplements emphasize information about rising hospital costs.Industrial salespeople keep buyers aware of the latest technological advances in a particular field. Fashion retailers advertise to keep consumers abreast of current styles. Promotional campaigns designed to inform are often aimed at specific market segments. Warner Bros. Records, for example, created a compact disc advertisement targeted at the baby-boom generation. In explaining the purpose of the ad, a Warner executive said, â€Å"We believe that most boomers are unaware that our classic recordings of the 1950s, 1960s, and 1970s are on CD along with the current releases. The ad informs baby boomers that Warner releases not only contemporary recordings but also some of its best albums from previous years, including those by Fleetwood Mac, Van Morrison, and ZZ Top, on compact discs. Included in the ad is a list of classic recordings now available on compact discs. Differentiating the Product Marketers often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a â€Å"position† in the market t hat appeals to their target customers.Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. Positioning is often used for goods or services that are not leaders in their field. The advertisement for Murphy's Oil Soap in Figure 13. 2 is part of a promotional campaign The Murphy-Phoenix Company uses to differentiate its household cleaner from its much larger competition. While market leader Mr. Clean and other large competitors such as Top Job are promoted as â€Å"tough on dirt† cleaners, Murphy's Oil Soap is positioned as a gentle household cleaner.The positioning strategy is carried through in other ads in the campaign, in which caretakers of churches and opera houses emphasize the soap's gentle cleaning attribute. Increasing Sales Increasing sales volume is the most common objective of a promotional strategy. Some strategies concentrate on primary demand, others on selective demand. Sometimes specific audiences are targeted. In an effort to build the sales volume of its bodywear, Danskin developed an advertising campaign targeted at women age 18 to 44. Advertisements in the $3 million campaign, helped boost the sales of Danskin's adult garments by 30 percent in one year.The campaign theme—†All the World's a Stage†Ã¢â‚¬â€communicates the message that Danskin garments can be purchased not only for exercise and dance but also as everyday apparel. Stabilizing Sales Sales stabilization is another goal of promotional strategy. Sales contests are often held during slack periods. Such contests offer prizes (such as vacation trips, color televisions, and scholarships) to sales personnel who meet certain goals. Sales promotion materials—calendars, pens, and the like—are sometimes distributed to stimulate sales during off-periods.Advertising is also often used to stabilize sales. Hotels are crowded on weekdays with bu siness travelers, but these people go home on Friday. So many hotels promote â€Å"weekend packages† at lower rates to attract tourists and vacationers. A stable sales pattern allows the firm to improve financial, purchasing, and market planning; to even out the production cycle; and to reduce some management and production costs. The correct use of promotional strategy can be a valuable tool in accomplishing these objectives. Accentuating the Product's ValueSome promotional strategies are based on factors, such as warranty programs and repair services, that add to the product's value. Many Ford Motor Company advertisements promote specific car and light truck models. Some ads, however, are designed to promote Ford's 6-year, 60,000-mile powertrain warranty, while others concentrate on the Lifetime Service Guarantee offered by Ford dealers. These promotions point out greater ownership utility to buyers, thus enhancing the product's value. The Promotional Mix Firms use various elements to achieve their promotional objectives.Promotion consists of two components: personal selling and nonpersonal selling. Personal selling is a promotional presentation made on a person-to-person basis with a potential buyer. Nonpersonal selling consists of advertising, sales promotion, and public relations. The promotional mix is a combination of personal selling and nonpersonal selling. Marketers attempt to develop a promotional mix that effectively and efficiently communicates their message to target customers. Personal Selling For many companies, personal selling—a promotional presentation made on a person-to-person basis to a potential buyer—is the key to marketing ffectiveness. The promotional strategy of Merrill Lynch, a financial services firm, focuses on its 12,000-person sales force. Selling was the original method of promotion. Today, selling employs over 6 million Americans. The sales function of most companies is changing rapidly. In some cases, the change has been only cosmetic, such as when the title salesclerk is changed to account representative but the job function remains the same. Yet, many firms are making significant changes in their sales force. Sales duties have been expanded, and in some instances, the function itself has changed.The primary trend is toward increased professionalism on the part of sales personnel. Today's sales people act as advisors to their customers, helping them utilize more efficiently the items they buy. Sales Tasks Sales tasks vary significantly from one company or situation to another, but it usually includes three basic tasks: order processing, creative selling, and missionary selling. Order Processing: The task of order processing involves the receipt and handling of an order. Needs are identified and pointed out to the customer, and the order is processed.The handling of orders is especially important in satisfying customer needs. The Willamette Industries advertisement points out that t he firm's salespeople take a customer-oriented approach to order processing. They check the quality of the products their retail customers receive, know their customers' market, and ensure that products are available when customers need them. Route sales personnel for such consumer products as bread, milk, and soft drinks are examples of order processors. They check a store's stock, report the inventory level to the store manager, and complete the sale.Most sales jobs have at least a minor order-processing function. It becomes the primary duty in cases where needs are readily identified and acknowledged by the customer. Creative Selling: Sales representatives for most industrial goods and some consumer goods are involved in creative selling, a persuasive type of promotional presentation. Creative selling is used when the benefits of a good or service are not readily apparent and its purchase is being based on a careful analysis of alternatives. In new-product selling, sales people n eed to be very creative if initial orders are to be secured.Missionary Selling: An indirect form of selling in which the representative markets the goodwill of a company or provides technical or operational assistance to the customer is called missionary selling. For example, many technically based organizations, such as IBM and Xerox, provide systems specialists who consult with their customers. These people are problem solvers and sometimes work on problems not directly involving their employer's product. A person who sells a highly technical product may do 55 percent missionary selling, 40 percent creative selling, and 5 percent order processing.By contrast, the job of retail salespeople may be 70 percent order processing, 15 percent creative selling, and 15 classifying a particular sales job. The Sales Process Years ago, sales personnel memorized a sales talk provided by their employers. Such a canned sales presentation was intended to provide all the information the customer ne eded to make a purchase decision. The entire sales process was viewed as a situation in which the prospective customer was passive and ready to buy if the appropriate information could be identified and presented by the representative.Contemporary selling recognizes that the interaction between buyers and sellers usually rules out canned presentations in all but the simplest of sales situations. Today's professional sales personnel typically follow a sequential pattern, but the actual presentation varies according to the circumstances. Figure 13. 5 shows that seven steps can be identified in the sales process: prospecting and qualifying, the approach, the presentation, the demonstration, handling objections, the closing, and the follow-up. Prospecting and Qualifying: In prospecting, salespeople identify potential customers.They may come from many sources, such as previous customers, friends, business associates, neighbors, other sales personnel, and other employees in the firm. A re cent study indicated increased advertising in business publications results in more prospects for salespeople promoting industrial goods and services. In the qualifying process, potential customers are identified in terms of their financial ability and authority to buy. Those who lack the necessary financial resources or who are not in a position to make the purchase decision are given no further attention.The Approach: Salespeople should carefully prepare their approach to potential customers. All available information about prospects should be collected and analyzed. Sales representatives should remember that the initial impression they give prospects often affects the prospects' future attitudes. The Presentation: The presentation is the stage at which the salesperson transmits the promotional message. The usual method is to describe the good's or service's major features, highlight its advantages, and cite examples of consumer satisfaction. The Demonstration: A demonstration all ows the prospect to become involved in the presentation.Demonstrations reinforce the message communicated to the prospective buyer. In promoting some goods and services, the demonstration is a critical step in the sales process. Paper manufacturers, for example, produce elaborate booklets that their salespeople use to demonstrate different types of paper, paper finishes, and graphic techniques. The demonstration allows salespeople to show art directors, designers, printers, and other potential customers what different paper specimens look like when they are printed. Handling Objections: Many salespeople fear objections from the prospect because they view them as a rebuke.Actually, such objections should be welcomed, because they allow additional points in support of the sale and to answer questions the consumer has about the good or service to be presented by the sales representative. The Closing: The closing is the critical point in selling—the time at which the seller actua lly asks the prospect to buy the product. The seller should watch for signals that the prospect is ready to buy. For example, if a prospect starts discussing where the new equipment would fit in the plant system they are inspecting, it should give the sales agent a signal to attempt to close the sale.Effective closing techniques might be that the salesclerk can ask the prospect directly or propose alternative purchases. Or the salesperson may do something that implies the sale has been completed, such as walking toward a cash register. This forces the prospect to say no if they do not want to complete the sale. The Follow-Up: After-sale activities are very important in determining whether a customer will buy again later. After the prospect agrees to buy, the salesperson should complete the order processing quickly and efficiently and reassure the customer about the purchase decision.Later, the salesperson should check with the customer to determine whether the good or service is sat isfactory. Many firms employ telemarketers to conduct post-sale activities. Telemarketing: is a personal selling approach conducted entirely by telephone. Telemarketers employed by the Apple Bank for Savings in New York make follow up calls to customers to measure their reaction to the bank's services. Telemarketers also perform other functions in the sales process. At Apple Bank, they handle customer inquiries and help market the bank's financial services.For example, telemarketers call customers when their certificates of deposit are about to mature and suggest other savings alternatives. Advertising For many firms, advertising is the most effective type of nonpersonal promotion. Advertising is a paid, non personal sales communication usually directed at a large number of potential buyers. Firms in the United States account for about half of worldwide advertising expenditures. U. S. marketers spend more than $100 billion each year, or about $420 for each man, woman, and child.The nation's leading advertisers are Philip Morris; Procter & Gamble; General Motors; Sears, Roebuck; and Ford Motor Company, each of which spends more than $1 billion on advertising annually. Advertising expenditures can vary considerably from industry to industry and company to company. In the nonresidential general building contracting industry, for instance, advertising spending amounts to only two-tenths of 1 percent of sales. At the other extreme is the retail mail-order house industry, which spends 14 percent of sales on advertising. Types of AdvertisingThe two basic types of advertising are product and institutional. Product advertising involves the selling of a good or service. Advertisements for Nike Air shoes, Marriott hotels, and Packard Bell computers would be classified as product advertising. Institutional advertising: involves the promotion of a concept, idea, or philosophy, or the goodwill of an industry, company, organization, or government entity. For example, Texas p romoted tourism with the theme: â€Å"Visit a country where the natives are friendly and the language barrier is easily overcome. Institutional advertising by profit-seeking firms is called corporate advertising. A form of institutional advertising that is growing in importance, advocacy advertising supports a specific viewpoint on a public issue. Its purpose is to influence public opinion and/or the legislative process. Advocacy advertising is used by many nonprofit organizations. For example, advertisements by the National Rifle Association support Americans' constitutional right to keep and bear arms and speak out against the passage of gun-control laws.The Chemical Bank advertisement an example of a corporate advocacy advertisement. The ad expresses Chemical Bank's viewpoint concerning a current law that prohibits commercial banks from competing in the securities underwriting market. Advocacy advertising is sometimes referred to as cause advertising. Advertising and the Product Life Cycle Product and institutional advertising can be subdivided by its purposes: to inform, persuade, or remind. Informative advertising, intended to build initial demand for a product, is used in the introductory phase of the product life cycle.When Johnson ; Johnson introduced its Acuvue disposable contact lens—the nation's first disposable lens—it launched a massive advertising campaign directed at consumers and eye-care professionals to explain the health benefits of using the new product. Persuasive advertising attempts to improve the competitive status of a product, institution, or concept. It is used in the growth and maturity stages of the product life cycle. The Kinder-Care advertisement in Figure 13. 7 is an example of persuasive advertising. Since it was established in 1969, Kinder-Care used informational ads that promoted the centers' hours and programs.But now that the company has grown to almost 1,400 centers and competitors such as La Petite Academy, Children's World, and Gerber Children's Center have entered the market, Kinder-Care has shifted to a persuasive advertising approach. The theme of the campaign—†The Joys of Kinder-Care†Ã¢â‚¬â€promotes the idea of trust, which the firm's marketing research indicated was parents' major child-care concern. One of the most popular approaches to persuasive product advertising is comparative advertising, which makes direct comparisons with competitive products. Numerous companies have used comparative advertising in recent years.The Pepsi Challenge is an example of comparative advertising. Pepsi-Cola ads have used blind taste tests in which a majority of consumers choose Pepsi over Coca- Cola. Although Coca-Cola still leads the soft-drink market, the Pepsi Challenge helped increase Pepsi sales considerably. Reminder-oriented advertising, used in the late-maturity and decline stages of the product life cycle, attempts to keep a product's name in front of the consumer o r to remind people of the importance of a concept or an institution. Soft drinks, beer, toothpaste, and cigarettes are products for which reminder-oriented advertising is used.The Association of Railroads used an advertisement that began: â€Å"Today's railroads, America's great untapped resource. † Even police cars in some areas of the United States carry reminder-oriented themes such as â€Å"We protect and serve. † E. D. Bullard Company designed the poster shown in Figure 13. 8 to remind workers of the importance of wearing hard hats. Advertising Media All marketers face the question of how to best allocate their advertising expenditures. Cost is an important consideration, but it is equally important to choose the media best suited for the job. All media have dvantages and disadvantages; these are discussed in the sections that follow. Newspapers: Newspapers, with 26 percent of total advertising volume, are the largest of the advertising media. 9 Because newspaper advertising can be tailored for individual communities, local advertising is common. Newspapers also reach nearly everyone in the community. Other advantages are that readers can refer back to them, and they can be coordinated with other advertising and merchandising efforts. In fact, advertising is considered the third most useful feature in newspapers, after national and local news. A disadvantage is the relatively short life span.Television: Television ranks second overall to newspapers with 22 percent of all advertising volume, but it is the leader in national advertising. Television advertising can be classified as network, national, local, and cable. Television has a significant impact on potential customers despite its high cost. Mass coverage, repetition, flexibility, and prestige are other advantages. The medium's ability to reach huge audiences was demonstrated vividly by the 1989 Pepsi commercial featuring pop singer Micahael Jackson. The firm spent $5 million to beam the commercial to 250 million viewers in 40 nations, from Finland to the Philippines. The ad was pulled because of Michael Jackson’s image and legal problems. ) In addition to high cost, its disadvantages include the temporary nature of the message, some public distrust, and lack of selectivity in the ability to reach specific target market segments without considerable wasted coverage. Direct Mail: Direct mail is the third-leading advertising medium, with about 17 percent of total advertising expenditures. Its advantages include selectivity, intense coverage, speed, flexibility, complete information, and personalization. On the other hand, direct mail is extremely costly.It is also dependent on effective mailing lists, and it sometimes meets with consumer resistance. Radio: With 99 percent of all U. S. households owning on average five radio sets, radio is another important broadcast advertising medium. Radio, which accounts for 7 percent of total advertising volume, can be cla ssified as network, spot, and local advertising. Advantages of radio are immediacy, low cost, targeted audience selection, flexibility, and mobility. Disadvantages include the short life span of a radio message and a highly fragmented audience.Magazines: Magazines account for about 5 percent of advertising volume. Modern Maturity, with almost 20 million subscribers, is the nation's largest magazine in terms of paid subscriptions. It is followed by Reader's Digest and TV Guide, each with about 17 million subscribers. Advantages of magazines include selectivity, quality reproduction, long life, and prestige. The main disadvantage of magazines is that they lack the flexibility of newspapers and broadcast media, but the appearance of local advertising in various regional editions of national news magazines suggests that this problem is being overcome.Outdoor Advertising: One percent of total advertising expenditures are on outdoor advertising such as billboards. Its strength is in commu nicating simple ideas quickly. Other advantages are repetition and the ability to promote goods and services available for sale nearby. However, the message must be brief, and there are aesthetic considerations. Other Media Options: Other media include advertising in movie theaters and on airline movie screens. Recently, several firms such as Coca Cola, PepsiCo, Chrysler, and Hershey placed ads on videocassette movies.Many firms display their advertising message on trucks, while others use transit advertising. An advertising vehicle gaining in popularity is the hot-air balloon, used by organizations such as Maxwell House, Coors, Eastman Kodak, and the states of Maryland and Connecticut. These alternative media can be employed separately or in conjunction with advertising campaigns using more traditional media. Can you name the candy the space creature picked up in the film â€Å"E. T. â€Å"? Reeses Candy company's sales of Reeses Pieces went through the profit ceiling for this ex posure.As such, many other companies now pay thousands of dollars for this type of theatrical exposure and advertising. Sales Promotion Sales promotion consists of the forms of promotion other than advertising, personal selling, and public relations that increase sales through one-time selling efforts. Sales promotion was traditionally viewed as a supplement to a firm's sales or advertising efforts, but now it has become an integral part of the promotional mix. Expenditures for sales promotion total more than $100 billion each year. Point-of-Purchase Advertising (POP)Point-of-purchase advertising (POP) consists of displays and demonstrations promoting an item at a time and place near the location of the actual purchase decision, such as in a retail store. Video advertising on supermarket shopping carts is an example. POP can be very effective in continuing a theme developed by some other aspect of the firm's promotional strategy. Specialty Advertising Specialty advertising is the gi ving away of useful merchandise such as pens, calendars, T-shirts, glassware, and pocket calculators that are imprinted with the donor's name, logo, or message.Because the items are useful and are often personalized with the recipient's name, they tend to be kept and used by the targeted audience, giving the advertiser repeated exposure. Originally designed to identify and create goodwill for advertisers, specialty advertising is now used to generate sales leads and develop traffic for stores and trade show exhibitors. Trade Shows A trade show is often used to promote goods or services to resellers in the distribution channel. Retailers and wholesalers attend trade conventions and shows where manufacturers exhibit their lines. Such shows are very important n the toy, furniture, and fashion industries. They have also been used to promote the products of one nation to buyers from another. L. A. Gear used a trade show extravaganza to let retailers know about its diversified product lin e. The company, which originally produced a line of teenage fashion athletic footwear, expanded its offerings to include 80 women's shoe styles, a men's and a children's line, and an apparel collection. But most retailers carry a limited number of L. A. Gear styles compared to those of nationally recognized brand names such as Nike and Reebok.To build its brand recognition among retailers, L. A. Gear designed a trade show display replicating the city of Los Angeles, complete with a Beverly Hills Hotel and a 25-foot City Hall. The display includes a stage where dancers, gymnasts, and other performers entertained retailers attending the National Shoe Fair in New York and the Super Show, the trade show of the sporting goods industry. Don Wasley, L. A. Gear's vice-president of promotion, said, â€Å"When we created this trade show booth, it was to let the retailers know we'd arrived.We wanted them to take us seriously. Other Sales Promotion Methods Other sales promotion techniques incl ude samples, coupons, premiums, contests, and trading stamps. Most of these methods are used to introduce new products or encourage consumers to try a new brand. A sample is a free gift of a product distributed by mail, door to door, in a demonstration, or inside packages containing other products. Samples are particularly useful in promoting new products. PepsiCo used a novel sampling promotion to boost the market share of Pepsi Cola in Brazil.Young male students wearing T-shirts with the Pepsi logo dispensed Pepsi samples from refrigerated backpacks to beachgoers sunning themselves on the beaches of Rio de Janeiro. The promotion supported PepsiCo's â€Å"Taste of a new generation† advertising campaign in Brazil, where 50 percent of the population is younger than 20. A coupon is an advertising clipping or package inclusion stamps are similar to premiums in that they are redeemable for additional merchandise. Historically, they have been used to build loyalty to a certain ret ailer or supplier. Contests, sweepstakes, and games offer cash or merchandise redeemable by the customer.Offering what amounts to a small price discount, it can help get a customer to try a new or different product. Many retailers, including southern supermarket giant Winn Dixie, double the face value of manufacturers' coupons. In a recent survey comparing various methods of consumer promotion, 83 percent of respondents said coupons increased the value of their shopping dollar. The respondents gave sweepstakes and other sales promotion techniques much lower ratings. A premium is an item given free or at a reduced cost with the purchase of another product. Premiums are most effective when they relate in some way to the purchased item.To promote its new cinnamon-and-raisin biscuits and increase overall breakfast traffic, Hardee's fast-food restaurants offered the premium of a California Raisin figurine for 99 cents with the purchase of two biscuits. Sales during the four-week promotio n increased 18 percent, well above Hardee's goal of increasing sales 4. 5 percent. McDonals and Burger King promote theatrical releases through their â€Å"Kids Meals. † Trading as prizes to participating winners. The transit poster advertises an American Natural Beverage Corporation sweepstakes in which the grand prize is a 1957 Thunderbird Classic.The first person to spell â€Å"Cruisin†Ã¢â‚¬Ëœ by collecting specially marked bottle caps from Soho Natural Soda wins the car. Public Relations Public relations is an organization's communications with its various publics, such as customers, vendors, news media, employees, stockholders, government, and the general public. Many of these communication efforts have a marketing purpose. Johnson ; Johnson Health Care Company launched a five-year public relations campaign to educate the public on reducing childhood injuries.The Safe Kids program includes a free safety kit for children that contains Band-Aids and other J;J produc ts. The firm hopes the goodwill generated by the program will not only enhance its image as a caring and concerned company but also translate into more sales. â€Å"Building our image builds our business,† said a J;J executive. 14 Public relations is often used to supplement advertising and personal selling efforts. In some cases, however, public relations is used as a dominant element in a firm's promotional campaign. For example, in ddition to advertising, Paramount Pictures developed a public relations program to promote the Eddie Murphy movie â€Å"Coming to America. † The program was designed to change Murphy's image and broaden his appeal beyond his hard-core, young male fans. In the movie, Murphy plays a romantic and humorous leading man, a departure from his familiar tough-guy role in previous films such as â€Å"Beverly Hills Cop† and â€Å"Trading Places. † To stress the versatility of Murphy's talent, Paramount prepared publicity releases for n ewspapers and magazines and sent electronic press kits to television stations.These efforts resulted in extensive media coverage for the movie. For example, several magazines featured Murphy in cover stories, and radio stations gave the movie's soundtrack additional playing time. Selecting a Promotional Mix Selecting the appropriate promotional mix is one of the toughest tasks confronting marketers, but there are some general guidelines to assist in determining the relative allocations of promotional efforts and expenditures among personal selling, advertising, sales promotion, and public relations. These guidelines might be stated as a series of four rules.The first guideline is the decision whether to spend promotional monies on advertising or personal selling. Once this decision is made, the marketer needs to determine the level of sales promotion and public relations efforts. A second consideration is the market served by the good or service. For instance, a drill press is sold to the industrial market, so the manufacturer's strategy must emphasize the sales force. By contrast, California Raisins are sold to consumers; an effective advertising campaign is important to consumer products like raisins.The third rule deals with the value of the product. Most companies cannot afford to emphasize personal selling in marketing a low-priced item and instead choose advertising for the promotional strategy of goods like toothpaste, cosmetics, soft drinks, and candy. Higher-priced items in both industrial and consumer markets rely more on personal selling. Examples include time-share vacation condominiums and Boeing aircraft. Finally, the marketer needs to consider the time frame involved. Advertising is usually used to precondition a person for a sales resentation. An effective and consistent advertising theme may favorably influence individuals when they are approached by a salesclerk in a store. But except for self-service situations, a salesperson is typically in volved in completing the actual transaction. Advertising is often used again after the sale to assure consumers of the correctness of their selection and to precondition them for repeat purchases. Alternative Promotional Strategies The selection of a promotional mix is directly related to the promotional strategy the firm will employ.The marketer has two alternative strategies available to meet these goals: pushing strategy or pulling strategy. A pushing strategy is a sales-oriented approach. The product, product line, or service is marketed to wholesalers and retailers in the marketing channels. Sales personnel explain to them why they should carry this particular item or service. The marketing intermediaries are usually offered special discounts, promotional materials, and cooperative advertising allowances. In the last case, the manufacturer shares the cost of local advertising of the product or line.All these strategies are designed to motivate wholesalers and retailers to †Å"push† the product or service to their customers. The kiwifruit advertisement is an example of a pushing strategy. In it, the New Zealand Kiwifruit Authority suggests ways retailers can merchandise the fruit so consumers will buy it. A pulling strategy attempts to generate consumer demand for the product, product line, or service, primarily through advertising and sales promotion appeals. Most advertising is aimed at the ultimate consumer, who then asks the retailer for the product or service; the retailer in turn requests the item or service from the supplier.The marketer hopes that strong consumer demand will â€Å"pull† the product or service through the marketing channel by forcing marketing intermediaries to carry it. The General Foods advertisement for Maxwell House coffee in illustrates a pulling strategy. The ad announced a sales promotion that tied in with the Taste of Chicago outdoor food festival. Consumers who brought two empty coffee cans to the Maxwell Ho use cafe at the festival received $6 worth of free food tickets. The consumer pull influenced Chicago-area retailers to prominently feature the brand at their stores. With consumers edeeming about 49,000 empty cans, the promotion was so successful it produced record sales and moved the Maxwell House brand from third place to first in the Chicago market. Most marketing situations require the use of both strategies, although the emphasis can vary. Consumer products are often heavily dependent on a pulling strategy, while most industrial products are sold through a pushing strategy. References 1. Colton. M. Jo Ann (2000). The Entrepreneur's Guide to Business Basics 101; Advanced Marketing Technologie 2. http://www. smallbusiness. wa. gov. au/marketing-promotion-strategy/#selling

Personality Analysis of Anthony Kiedis

Samantha Selody Professor Dana Nelson Theories of Personality 10 October 2012 Personality Analysis of Anthony Kiedis Anthony Kiedis was often considered a â€Å"trouble maker† from a young age. By the third grade, he had developed a real resentment toward the school administration and teachers because if anything went wrong, he would be routinely pulled out of class and considered to be the cause of the problem. Because Anthony did not have any good male role models early on in his life, he developed a problem with authority figures and had no one to rein in any antisocial behavior (Kiedis, 2004, p. 9). Anthony moved to Hollywood, California to live with his father in 1974 at the age of twelve. Anthony’s father, John Michael Kiedis (a. k. a. Blackie Dammett) promoted a highly indulgent-permissive style of parenting. McAdams (2009) describes this particular practice of parenting as having few high standards set for behavior but are highly responsive to children (p. 82). Although Anthony did do well in school and with his work, he was not expected to and was often distracted from his school work and left to fend for himself when it came to food and actually arriving at school.Anthony’s father did not provide a good social learning environment for him. His father allowed him to smoke marijuana and do other illicit drugs at the young age of 12 (Kiedis, 2004, p. 26). Anthony was also exposed to a variety of sexual encounters that most would find inappropriate for a 12 year old to experience. Anthony’s father often exposed him to the Hollywood night club scene where he was encouraged to drink and stay up extremely late with his father and other adults.From these experiences, Anthony learned from his social surroundings that drug use, partying, and alcohol were a social norm and something that was acceptable to do. This ultimately set him up for severe drug problems that occurred and lasted for a considerable amount of time during his adole scent and adult life. From a young age, it was clear that Anthony exhibited a high level of openness to experience. McAdams defines those who are high on openness to xperience as, â€Å"original, imaginative, creative, complex, curious, daring, independent, untraditional, liberal, and having broad interests (p. 185). This trait was most likely reinforced by his father who would also be high on this scale. One of Anthony’s favorite assignments in school was writing. His English teacher noticed that he had a gift for writing and encouraged him to continue to write. Anthony describes this as â€Å"a bell that wouldn’t stop ringing for the rest of his life† (Kiedis, 2004, p. 38). Anthony was also a big risk taker.He often devised schemes with his friends to obtain alcohol from homeless people. However, he eventually realized that he could just steal it himself, so he began to do just that. Anthony stole basically anything he wanted, whenever he wanted and was never caught or punished for it. This positive reinforcement fed in to his degree of openness to new experiences. Anthony was always seeking a thrill, and by observing his father, he recognized that he could get excitement by doing drugs, drinking, having sex and doing outrageous activities.It is important to note that all of these things occurred early in his life and throughout his adolescence. His actions were validated by his father and imitated by his friends who thought that he was having a great time. However, although he frequently abused drugs, Kiedis maintained his grades in school. Kiedis explains that, â€Å"I smoked a ton of pot, took pills, and drank on the weekends. But it never got out of control†¦It was important to me to be the straight-A student.In a way, I was a rebel by getting good grades, because most of the stoners and the druggies were getting no grades. I didn’t want to be like them†¦I wanted to be the best at whatever it was that was in front of me† (p. 78). This attitude was a driving factor is Anthony’s life. He wanted to be the best at whatever he did, whether it was school, performing, drinking, or doing drugs. This attitude also fed in to his level of openness because not only was he willing to try new things, he wanted to be the best at whatever he tried, which propelled him to even more experiences.

Sustainability Essay Example | Topics and Well Written Essays - 1500 words - 1

Sustainability - Essay Example In addition, one should considering the durability of the selected materials. In bridge engineering, the constructors have opportunity to make their decisions and provide solutions that will give a balance between the environments, social impact, and economical guidelines of sustainability. The bridge to be constructed is a unique one in nature since it will be capable of opening from the middle to enable large ships and vessels to pass freely. This will require a lot of time to design, rating or assessment of materials to be used (Institution of Civil Engineers, 2001). The bridge professionals and transportation authorities should ensure that the right materials and construction techniques are used and presented in a consistent, systematic and credible way. This project will consider the development of bridge sustainability putting into consideration its three pillars, that is; social, environmental, and economical factors. The project will focus on the materials used in constructio n, but not limited to the following content: 1) What is the mentioned material? 2) Why it is a good material to be used in the construction of a bridge? 3) What are the advantages and disadvantages of it in constructing a bridge in this project? 4) How it could be good for the bridge in the long run, is it durable? 5) Comparison between the properties of the materials and how it could be improved Materials used in the bridge Materials and other resources to be used in sustainable bridge construction should be ensured to be the most appropriate materials for the site and the future maintenance in case of recycling of the structure. The constructor should include sustainable materials and should be in a position to answer several questions such as: are recycled materials used in bridge construction? What is the cost of the materials? Is the bridge designed with a complete life cycle analysis in place? The construction of the bridge in question will require the following materials (Ste ele, 2004): 1. Steel (frame, deck, and structure) 2. Timber 3. Concrete 4. Wire cables 5. Winches 6. Solar panels 7. Small Wind turbines The design and the innovation of this bridge project will be determined by the materials above. In addition, the materials selected will also address construction of lifelong maintained engineering motorway bridge. Individual materials Steel (frame, deck, and structure) Steel is iron materials made from iron ore. It is used in the construction of structures that require strong foundation and based. Steel will be used to strengthen the bridge. In order to make the bridge stronger still bar should be used to reinforce the concrete. Deck will be used to span the distance between the two ends of the bridge, since the bridge is suspended, deck will form the open truss structure to support the roadbed, preventing the bridge from collapsing. Rivets are used to join steel and the deck. Steel will form the Beams, plates, and rods shown in the proposed bridg e picture (Parag, 1999). Advantages of steel Steel makes a strong foundation of the bridge. This is because steel is one of the strongest materials used in bridge constructions. It is also used to span distances that are cannot be spanned using other construction materials such as wood. It is stronger than

Aviation and the Global Atmosphrer Report Essay

Aviation and the Global Atmosphrer Report - Essay Example In 2004 the UK ranked number six in the world league of tourism earnings, and tourism is a major component of the UK economy, accounting for 3.5% of UK GDP. The tourism industry directly supports 1.4 million jobs, or some 5% of total UK employment and one fifth of all international air passengers in the world are on flights to or from a UK airport. Airports are critical for the development of local and regional economies. They generate employment, open up wider markets and attract businesses to an area. They are also increasingly important transport hubs, particularly for the logistics industry. But Air travel is the world's fastest growing source of greenhouse gases like carbon dioxide, which cause climate change. The huge increase in aircraft pollution is largely due to the rapid growth in air traffic. This means increasing airport capacity, more flights, more pollution and increasingly crowded airspace. People living near airports have long suffered from aircraft noise, traffic co ngestion and air pollution. Indeed communities around airports have been concerned about these issues for years. Aircraft emissions can also have a significant effect at ground level. Air and ground traffic at major airports can lead to pollution levels as high as city centers. Several steps have been taken by the various governments and airports to mitigate these impacts of air traffic. New airports policy specifically addresses how harmful greenhouse gases from aircraft will be reduced and that adequate resources are put into encouraging alternatives to flying. But people around airports are more concerned about environmental impacts and protesting even expansion of airports. Manchester airport in UK experienced the same kind of protest. But when we analyzed the cost-benefits of developments especially social and environmental costs and loss of economic activities, it clearly shows that though aviation may cause greenhouse gases emission but have not established yet the quantity o f adverse impacts whereas economic losses could be quantified. So the more sustainable developments are recommended and pursued by the airports and the governments equally. Introduction: The aviation industry is defined as those activities that are directly dependent on transporting people and goods by air to from and within. This covers airline and airport operations and includes scheduled and chartered flights for passengers and freight, general aviation, aircraft maintenance, air traffic control, and activities directly serving air-passengers, such as check in baggage handling and on-site retail and catering facilities. In an increasingly globalize economy the aviation industry is a vital element of the UK's transport infrastructure. Benefits of aviation industry growth: The aviation industry directly contributed 11.04 billion pound to UK GDP in 2004 and employed 186,000 people. Over 520,000 jobs in UK in total depend on the aviation industry. Visitors arriving by air contribute over 12 billion pound a year to

Five legal questions in construction industry Coursework - 1

Five legal questions in construction industry - Coursework Example In a sense contracts represents the base of many commercial activities and therefore represent one of the most important area in business law. In these cases, letters of intent are widely used in binding these contracts. In these letters, the interested parties state their future intentions of entering into the formal contractual agreement. Letters of intent may be described as an agreement between two parties who wish to be in a contract. Different authors have tried to explain the meaning of the letters of intent in many ways. For instance, Adriaanse (2010, P. 55) sated that letters of intent are usually a response triggered by negotiations which go on for too long and thus impact on the completion date because the start date might be delayed. In the letter, the sender states their future intention to enter into a formal contractual agreement with the receiver to carry out a certain job. In the context of construction projects, LOI marks the respond from the employer to an offer made by the contractor through the tendering process. It also state the demand to start carrying out of the agreed work based on their intention to get into a contractual relationship. In most instances, the desire of the employer is to get the job done within the speculated date, or duration. It may become vital to commence the work before t he pending agreements are set right. Letters of intent makes it possible for the intention to create a legal relationship be considered. A complete contract requires that the parties involved intent to enter a legal binding agreement. This will mean that the parties must intent to create legal relations and must get to know that their agreements can further be enforced by law. In normal conditions, the intention to create legal relationship between parties is presumed. In so doing, the contract will not necessarily state that one doesn’t understand and intent any of the legal consequences to follow. In other

Operationalising the Management of Visitor Attractions PowerPoint Presentation

Operationalising the Management of Visitor Attractions - PowerPoint Presentation Example The primary part of the research focused on evaluating all the pre historical evidences that are found to be associated with the â€Å"State Tretyakov Galley†, which in turn turned out to be quite interesting. In addition, the past records of the people visiting this art gallery have been tallied with the latest records, which deciphered that the number of viewers visiting this art gallery has increased extensively. In order to determine the association prevailing between the varied techniques, tools and competencies that are needed for successful attraction management and operations, multiple marketing aspects have been evaluated and implemented. This is mainly because to find out the probable effective ways through which the â€Å"State Tretyakov Galley† can attain higher level of market exposure and raise market reputation by a considerable degree. Based on the above discussion, it can be affirmed that the operators or the developers belonging to the respective field must adopt appropriate school exhibition events and practice effective advertisement techniques for attracting the viewers throughout the globe at large. Guardian News and Media Limited. (2014). Use your imagineering: Ryan Ganders art world of pranks and puzzles. Retrieved from http://www.theguardian.com/artanddesign/2014/jul/07/ryan-gander-make-every-show-like-its-your-last-manchester-review Guardian News and Media Limited. (2014). How to put together a marketing plan. Retrieved from

Modern pricing models Essay Example | Topics and Well Written Essays - 2500 words - 1

Modern pricing models - Essay Example This work involved calculating a derivative to measure how the discount rate of a warrant varies with time and stock price. The result of this calculation held a striking resemblance to a well-known heat transfer equation. Soon after this discovery, Myron Scholes joined Black and the result of their work is a startlingly accurate option pricing model. The Black–Scholes model was first published in their 1973 paper, "The Pricing of Options and Corporate Liabilities", published in the Journal of Political Economy (Black & Scholes, 1973). Robert Merton was the first to publish a paper expanding the mathematical understanding of the options pricing model, and coined the term "Black–Scholes options pricing model" (Merton, 1973). Merton and Scholes received the 1997 Nobel Prise in Economics for their work. Black was mentioned as a contributor by the Swedish Academy though ineligible for the prize because of his death in 1995. Black and Scholes cant take all credit for their work, in fact their model is actually an improved version of a previous model developed by A. James Boness in his Ph.D. dissertation at the University of Chicago (). Black and Scholes improvements on the Boness model come in the form of a proof that the risk-free interest rate is the correct discount factor, and with the absence of assumptions regarding investors risk preferences. The Black–Scholes model assumes that the market consists of at least one risky asset, usually called the stock, and one riskless asset, usually called the money market, cash, or bond. The key idea is to hedge the option by buying and selling the underlying asset in just the right way and, as a consequence, to eliminate risk. (random walk) The instantaneous log returns of the stock price is an infinitesimal random walk with drift; more precisely, it is a geometric Brown motion, and we will assume its drift and volatility

Comparative Essay on Structure Example | Topics and Well Written Essays - 1750 words

Comparative on Structure - Essay Example â€Å"Master Harold and the Boys† by Athol Fugard revolves around three characters: Hally (or Master Harold), and his two African servants Sam and Willie. The play begins in a scene where it is raining in the afternoon, when Sam and Willie practice ballroom steps to prepare for an upcoming major competition. Hally, or Master Harold, arrives on the scene. He is back from his school. It would seem that despite Sam’s role as servant, between themselves, Hally and Sam stand more or less as equals, at least intellectually. Willie, on the other hand, who is less sophisticated than Sam, knows his place, and thus, Willie makes it a point to always call Hally as â€Å"Master Harold†. In this first part, we are first introduced to the characters and the setting, as the plot continues, we are gradually introduced to the dilemmas surrounding the lives of the characters. Sam and Hally talk about schoolwork, then proceed to discussing an intellectual topic on â€Å"The Man of Magnitude†. Then the scene turns to flashbacks when the three friends used to live in a boarding house. The timing of using the flashback is appropriate; it shows how structure can be used as an advantage. Hally remembers the time when Sam made a kite for him. Despite the fact that the kite was made from junk materials, Hally holds this memory dearly and feels warm at his reminiscing of the scene. Sam made the kite for him to cheer him up from being down because of his father’s drinking habits. To Hally, the flying of the kite would probably represent hope, which he so much needed in an environment that was centered on abuse, alcoholism, and racism. They then talk about Hally’s 500-word English composition. After this comes the scene that is the climax of feelings, on the ballroom dance floor, which is a â€Å"world without collisions†, that is actual ly a metaphor for life. Unfortunately, after this great climax comes the

Social Media and Innovation Essay Example for Free

Social Media and Innovation Essay Methodology The purpose of this literature review is to explore recorded literature and evidence relating to social media and innovation. The research method for the review consisted of by surveying a total of 20 articles; 15 journal and conference-proceeding works, and five practitioner articles centered on the topic in different contexts. A selection of trusted databases were accessed through MSU Libraries Electronic Resources in the search to find articles, include the ACM Digital Library, the IEEE IET Electronic library, Proquest and Google. All of the studied literature exists between the years of 2010 and 2012. Table 2 (p. 10) reflects the articles that were used in this review, listing the author and title of the work, the implication of the study, and any limitations of the study noted. Different combinations of keywords were used to extract literature related to the topic, for example: social media and innovation, social product innovation, and web 2.0 and innovation, and many other configurations. The executive summaries and abstracts of the articles included were briefed to ensure relevancy, and later the articles themselves were reviewed in entirety. To make the task of reviewing the bulk of literature streamlined, and manageable key points were recorded for each article. The notes contain the main takeaways for the articles: the authors’ purpose of the research or studies conducted, the main points, and claims most relevant to the general subject, the key findings, or results of the studies conducted, the challenges faced (regarding the specific research/studies themselves, and those relating to the broader topic) and lastly, the recommendations offered, if any, including those applying to future research in the area of the study, or those involving the companies and entities covered in the research. A table compiling all of this important information will be provided for quick comparison of the different contexts that social media and innovation were applied to. The research yielded a variety of perspectives regarding established literature and research in the area of social media and innovation, in addition to the real-world application of various social media and innovation models and evaluation of their performance. This literature review will explore the perspectives, claims and findings of the articles included highlighting similarities and contrasts to discuss gaps and overlaps. Recommendations for future research in the area will be provided in the conclusion. Introduction The term social media most commonly falls under the guise of the some of the most popular social networking websites to date, i.e. Facebook, Twitter, Pinterest, and Linked In. Truthfully, the phenomenon that is social media involves more than just photo sharing and status updates. Social media networks are powerful tools when used for knowledge creation and shared creativity. A more contemporary field of study, social media and innovation tends to branch off into other areas like crowdsourcing, and open innovation. These platforms enable virtual communities, or groups of people using social technologies for collaboration efforts, of all kinds to execute tasks, solve problems, express ideas, and function in a group environment. To date, collaborative thinking has been proven to aid in the innovation process. The central idea is that groups of users possess crowd-wisdom (sometimes referred to as â€Å"the wisdom of the crowd†). It is a term describing the relative expertise or p otential of knowledge available from a crowd of people as opposed to restricted internal â€Å"experts.† In, â€Å"Rising Creativity and Participation in Innovation and Knowledge Management Activities,† Gourova Toteva describe the effect that involving the â€Å"crowd† has had on product development specifically in the business sector. â€Å"The shift from vertical to a horizontal production model has brought changes in the innovation process, whereas end users and external stakeholders provide additional benefits to organizations, which are increasingly using the wisdom of the crowd.† (Gourova Toteva, 2011) With the evolution of the Internet’s landscape brought on by social networks and social technologies, comes the shift in methods of productivity. Crowd collaboration is at the heart of social media and innovation models, and according to the articles has began to cause somewhat of a stir in organizations’ creative and development areas. Holtzblatt Tierney (2011) warn that â€Å"iterating and developing ideas in isolation or with limited awareness of similar research in other parts of the organization can present missed opportunities and duplication of effort. â€Å" Collaborative innovation processes via social media networks have potential to manifest effective results when utilizing u ser-driven innovation activities. â€Å"Socially-enabling innovation processes can have positive effects on outcomes when participation is broadened, and greater dialogue around ideas is fostered. (Holtzblatt Tierney, 2011) The article â€Å"Six Key Takeaways on Social Media and Innovation from Digital Marketing Pioneer Porter Gale,† stressed the importance of the shift of one-way dialogue into real conversations, and urged firms to get to know their channels and customers, and to look beyond a numbers-only approach to measuring success. â€Å"Results are not always return-on-investment; returns may also be made by added fans/followers or with enhanced customer engagement.† (Arthur, 2012) Firms and organizations, realizing the advantageous properties of social media networks have began to use them, attempting to reap the benefits of them. Research and Development, product and software innovations, and internal employee communications to help garner virtual communities are just a few of the areas in which social technologies have been applied to help innovation. Social media and innovation is an area in which the common practices and functions of social networks are manipulated, exposing the greater potential of productivity that they withhold, and so often, not credited for. The studies included in this review feature real-world applications of social media networks in business and in development, and theoretical evidence that the models merging social technologies and the innovation process have the potential to be successful. Summary of Literature The articles chosen for this review were extracted from the different databases mentioned previously. The literature explores social media and innovation from different perspectives, and how both the internal and external innovation process can be enhanced using social media. The variance of perspectives and focuses from different authors fostered a host of different terms and models relating to social media and innovation. Below, table 2 illustrates the different keywords and key terms used in the literature, their definitions and the title and author of the work that contains those terms. Table (1) Social Media + Innovation keywords Term| Definition| Author Work| Open innovation; open innovation model| A method for capturing value form technology innovation- whether that innovation occurs within or outside the organization.| Defining Open.(Gobble, 2012)| Crowdsourcing| The act of accessing the â€Å"wise crowd† for ideas and solutions (term coined by Jeff Howe).| The Revolution Will be Shared: Social Media and Innovation(Anonymous, 2011)| Web 2.0| Technologies that enable users to communicate create content and share it with each other via communities, social networks and virtual worlds.| Social Media Use and Potential in Business-to- Business Companies’ Innovation.(Jussila et al, 2010| Social product innovation| The practice of leveraging social media technologies in the innovation process.| Kalypso: Social Media and Product Innovation Research Findings.(Anonymous, 2011)| Innovation-related collaboration| Collaboration activities utilized in the innovation process.| Social Media Use and Potential in Business-to-Business Companies’ Innovation. (Jussila, 2010)| Communities of creation| Groups of people who engage in generation of ideas for future products and services, actively discuss, further elaborate and test them.| Virtual Worlds as Collaborative Innovation and Knowledge Platform.(Fuller et al, 2012)| User-driven innovation| An approach in which users are the sources of ideas, drivers of the design, and decision makers throughout the design process.| Practical Model for User-Driven Innovation in Agile Software Development.(Koskela et. al, 2011)| Co-creation| Describes the active role of users.| Platform Model for User-Driven Innovation in Agile Software Development. (Koskela et. al, 2011)| Customer Communities| Communities of a company’s end-users. | Benefits of Social Media in Business-to-Business Customer Interface.(Jussila et al, 2011)| User-driven innovation| Describes users contributions to challenges launched by companies. | Practical Model for User-Driven Innovation Agile Software Development.(Koskela, 2011)| Lead user| Active in idea development over an extended period of time.| Getting Customers’ Ideas to Work for You: Learning from Dell How to Succeed With Online User Innovation Communities(Gangi et al, 2010)| Crowd Futurology| Refers to the â€Å"forum of the future.† Social media crowdsouced environment.| | Enterprise 2.0| Describes social networking software to support and enhance the continuously changing and emergent collaborative structures across enterprise| Governing Web 2.0(Dedene et al, 2011)| Wisdom of crowds| The characteristic of crowds to create content, solve problems and even do corporate research.| Raising Creativity and Participation in Innovation and Knowledge Management Activities. (Gourova Toteva, 2011)| Enterprise social innovation| Method that allows companies to take advantage of extensive networks, by providing open channels of communication and stimulating innovation.| Enterprise 2.0 and Semantic Technologies for Open Innovation Support(Carbone et al, 2010)| User Innovation Communities| Virtual community of customers that participate with organizations in RD.| The Next Digital Wave Using Social Media (Accenture, 2012)| Social media and innovation begins with one concept: social media technologies. Each article that was studied for this literature review, emphasized in one way or another, the revolutionary power that these technologies possess. Though different terms were used to describe the technologies, such as web 2.0, enterprise 2.0, and social technologies, the consensus between the authors is that they hold much potential (and often times untapped) to foster successful creative and productive environments. Real World Application/ Challenges The literature reflects a variance in knowledge, and evidence available in the social media and innovation area, directly affecting the rate of adoption of companies and organizations. The articles studied for this review were published in the past two years. The general trend is that the older pieces (2010-2011) reflect a lack of knowledge, resources, and statistics regarding social media and innovation. Jussila et al (2010) identified four major challenges responsible absence of innovation processes using social media technologies in business to business companies: lack of understanding possibilities of social media in innovation, difficulties of assessing financial gains from social media, difficulties in adopting new mental models and practices needed for adoption, and lack of evidence of similar using social media in innovation. (Jussila et al, 2010) The authors identify one cause being a â€Å"relatively scarce† amount of information in the area, and â€Å"fragmentedâ⠂¬  theoretical and empirical research. (Jussila et al, 2010) Similarly, Bettina Mikko (2010) agreed that â€Å"the literature is relatively scarce concerning open innovation in the specific channel on online communities. (Bettina Mikko, 2010) Despite the lack of knowledge, they acknowledge efforts to incorporate these type of â€Å"open† collaboration activities.â€Å" Although some firms have adopted these principles, the way for users to communicate their ideas to the firms remain underutilized with a few exceptions.† (Bettina Mikko, 2010) A general lack of knowledge in the area of social media and innovation is not the only cited issue relating to real-world applications of models and policies. In the article, â€Å"Social Media and Product Innovation Research Findings,† (2011) a survey of more than 90 manufacturing and service companies revealed that 70 percent of the participating companies â€Å"are using or were planning to use social media for product innovation,† but of those respondents, less than half had an implementation and/or management strategy in place. Forty-six percent of respondents revealed a lack of knowledge regarding effective approaches. (Anonymous, 2011) The article notes one of the causes of this trend as the lack of knowledge among companies’ uncertainty of benefits (of social media innovation strategies) and leading practices. (Anonymous, 2011) Gangi et al (2010) acknowledges the potential of business models using social technologies to engage users as a competitive advantage, but also lists challenges companies face in implementation: 1) understanding users ideas posted, 2) identifying the best ideas, 3) balancing needs for transparency against disclosure (protecting user-submitted ideas for competitors, 4) sustaining the community (developing strategies for interacting with the community to sustain user participation. Koskela et al (2011) confirms the claim that â€Å"companies do not have enough knowledge of utilizing user’s input and social media-based interaction in innovation and software activities,† in the article† Practical Model for User-Driven Innovation in Agile Software Development.† A changing of perspectives occurs in the articles written between 2011-2012. Gourova Toteva (2011) argue that the rate of adoption of creative activities involving customers in the process is increasing in companies. The authors concluded the article â€Å"Rising Creativity and Participation in Innovation and Knowledge Management Activities,† by stating â€Å"Nowadays social media is increasingly supporting innovation and is behind most open innovation processes and user’s co-creation activities.† Following in line with this claim, Figge et al. (2012) reveals that â€Å"most big corporations chose to tap into the growing portion of participative consumers to refine their marketing strategy practices,† and that social media, being major sales and marketing channels, have allowed for increasing collective trends in consumption. (Figge et al., 2012) Pena (2012) concluded after a study of multi-national corporations’ use of social innovation sites and application of content found on those sites that â€Å"while multi-national firms did not formally embrace social platforms for innovation, passive or informal use of these sources were endorsed by 100% of the interviewees. (Pena, 2012) The two main barriers to use of the sources included 1) a lack of clarity around the owner of the finished idea and the potential for litigation and 2) the fact that competition becomes informed of firms’ intentions as they pursue innovation from social formats. (Pena, 2012) Business Contexts Several articles applied to or studied social media technologies and the innovation in the creation processes of firms. There were several articles analyzing and comparing the use of social media innovation processes, specifically business-to-business and business-to-consumer firms. The differences between the two in terms of categories of clientele and business practices reveal similarities and differences in innovation and collaboration methods. In Social Media Use and Potential in Business-to-Business Companies’ Innovation, Jussila et al, makes the point that the use of social media in innovation processes can reveal great potential for success in b2b companies, like in b2c companies, and was used with innovation partners (outside audience) more often than with b2c companies. (Jussila et al, 2010) Jussila et. al (2011) acknowledged the assumption that â€Å"it is much more difficult to utilize social media in business innovation and customer interface for business-to-business innovation and customer interface for business-to-business products, markets and product development.† Research exploring social media and benefits from the business-to-business customer interface perspective found potential causes for variance of social media use in different phases of innovation processes: patterns of interaction between firm and customers vary with roles, knowledge creation activities vary depending on nature of knowledge to be created and lastly, customers motivation to participate or be involved in innovation process activity rather than product support. Other articles focused on business in a broader context in order to make implications or recommendations in the field of study Fuller et al (2012) studied IBM’s use of social media use in innovation and collaboration pr ocesses using virtual worlds (second life) in the article â€Å"Virtual Worlds as Collaborative Innovation and Knowledge Platform.† During the course of the study, IBM gathered experience by using 3D environments as communication and interaction platform within the organization. The study findings indicated potential for virtual worlds to foster creative ideas both within, and beyond the company. (Fuller et al, 2012) Similarly, Gangi et al (2010) analyzed and assessed challenges present in the first 18 months of Dell’s IdeaStorm program implementation and offered recommendations for successful management of online user innovation communities. The recommendations are relevant to any application of a user-driven innovation platform; create a user toolkit, strategically position key personnel to ensure clear, logical flow of ideas to proper internal resources, engage the lead users of the platform, promote self-governance in users to enable community to carry more of workload, respond quickly and ask questions, make user-submitted votes count and present progress clearly and openly to the community. (Gangi, e t al, 2010) Software Development The use of social media for innovation purposes is applied to the development of software in both internal and external (employees of organizations vs. user activities) contexts. In â€Å"Using Web 2.0 to Improve Software Quality.† Black Jacobs (2010) assert that the development process has been altered due to social media, now including interaction design where feedback from users is encouraged, and used as part of the ongoing development process. The study examined social media use in collaborative group work using distant teams. Organizations are encouraged to focus implementing social technologies for purposes of group work. â€Å"The use of social media presents an opportunity for an organization to build a distributed knowledge base and increase employees’ sense of connection to companies initiatives and to each other. (Black Jacobs, 2010) Koskela et, al (2011) claims that online co-creation among users and developers needs continuous facilitation; thus allowing direct user interaction to enhance the perspectives of each group and placing more importance on the use’s goals. According to â€Å"Practical Model for User-Driven Innovation in Agile Software Development,† by implementing user-driven innovation integrating users, even in a quick, agile software development process is not only possible and can be potentially beneficial to the organization. (Koskela et. al, 2011) Technological Applications Innovation and social media have technological implications, especially in the areas of enterprise 2.0 and open-innovation processes. Structuring Web 2.0 collaborative platforms and strategies is discussed in two of the articles used for this review. In the article â€Å"Enterprise 2.0 and Semantic Technologies for Open Innovation Support,† Carbone et al (2010) emphasizes the potential of enterprise 2.0 technologies by asserting that they â€Å"have the power to usher in a new era by making both the practices of knowledge work and its’ output more visible. The article proposes a new model â€Å"Semantic web† to transform human-readable content into machine-readable content. This new model controls and structures the heavy flow of user-submitted information, an aspect brought on by the â€Å"collaborative paradigm.† (Carbone et al, 2010) Dedene et al (2011) proposes four grounding principles to help organizations get the most out of their Enterprise 2.0 investments. In the many-to-many, decentralized environment present in Web 2.0 collaborative activities, structuration is emphasized as a key process and is made possible by these four principles: 1) â€Å"empowerment principle- empowers users to discover desirable uses of technology rather than draw up barriers to unwanted use, 2) processes principle- enables process workers and managers to capture value from experimenting and progressively synthesizing new ways for processing, 3) collaboration principle- lets virtual communities and teamwork emerge from a free-flow of collaboration engagements, rather than pre-assign bulk of roles, activities and access rules and finally 4) people and culture principle- invites people to participate, rather than coercing them to work in a particular way.† (Dedene et al, 2011) Findings/ Pitfalls All of the articles studied for this review acknowledged the potential of the use of social media for purposes of innovation to be successful avenues reaching end consumers and sparking creative thinking within a firm or organization. The articles, both theoretically focused, and case studies of real-world application conveyed the benefits of implementation and recognized the area as revolutionary, and the inevitable direction of the innovation process for firms and organizations. It goes without saying, that there is another side to the coin when it comes to model and strategy implementation. Gangi et. al (2010) identified one potentially damaging characteristic of social media that could negatively effect innovation efforts. â€Å"The viral aspect of all web 2.0 technologies means that an org could quickly lose control of negative content.† (Gangi, et al, 2010) The pervasiveness and instantaneous aspects of social media can be damning to an organization based on self-published material, or user-published. (Carbone et al, 2010) Managing the overwhelming amounts of information that exists, as an end-result of the decentralization of ideas may be difficult to achieve. Ideas contributed via social media networks present an issue with idea ownership due to blurred line between what is idea adoption and what could be conceived as theft of intellectual property. As mentioned by Pena (2012) this is one cause of avoidance regarding companies’ implementation of social technology strategies. Recommendations Dedene et al (2011) notes that managing the technologies for effective use requires strategy and knowledge, and that organizations have not fully mastered these concepts. â€Å"The promise of Enterprise 2.0 is enticing to many orgs; however experience and research into managing such investments to effective benefits realization has not yet reached full maturity; making people mindful about the capabilities of the technology is an absolute precondition to benefits generation from the technology.† (Dedene et al, 2011) The lack of knowledge available in the application of social media for innovation purposes, though lessening over time, is still a viable issue of concern for companies attempting to implement models. It is important for there to be an accessible collection of literature to foster field knowledge, and to increase in real-world applications. The lack of understanding due to little to no knowledge base has attributed to the skepticism among businesses and IT professi onals. (Dedene et. al, 2011) More research should be executed in this area and more literature developed. Organizations will not invest in ideas that are not fully understood. The reach of evidence of benefits of the use of social media for purposes of innovation needs to be increased. Not only should literature about implementation be increased and shared, but also firmer guidelines for successful use of social media for innovation should as well. Many of the major and minor firms and organizations venturing into this somewhat â€Å"unchartered territory† are doing so without a definitive strategy. A set of published principles, assisting first-time implementation, corrective implementation, and for use throughout operation, (management of platforms) should become accessible. This set of principles would provide some protection against simple mistakes and allow for smoother, more streamlined implementation for firms and organizations. Table (2) Table of Literature Author/ Work| Implication/ Findings| Limitation(s)/ Pitfalls| Benefits of Social Media in B2B Customer Interface in Innovation(Jussila, et. al, 2011)| Social media can be useful in all stages of B2B companies’ innovation processes. | Companies don’t understand how to be active with social media effectively.| Measuring the Effectiveness of Social Media on an Innovation Process(Holtzblatt Tierney, 2011)| Using social media, it is possible to â€Å"accelerate the transition of new technology and knowledge to customers by expanding staff and end-users direct communications.| Limitations of data: restricted to interactions that occur on-line inside the IdeaMarket (platform used in research).| Is Open Innovation Open?(Bettina Mikko, 2010)| Social media and open innovation principles remain underutilized by companies. | Most innovative firms that were studied were multinational with multiple websites, all using different content. | Platform Model for User-Driven Innovation in Agile Software Development(Koskela et al, 2011)| The model using co-creation tools and direct user-interaction can be applied to the innovation processes of other consumer-targeted products and services..| Companies do not have enough knowledge of utilizing user’s input and social media based interaction in innovation and software activities. | Raising Creativity and Participation in Innovation and Knowledge Management Activities(Gourova Toteva, 2011)| Nowadays social media is increasingly supporting innovation and is behind most open innovation processes and user’s co-creation activities.| N/a| Social Media and Product Innovation(Anonymous, 2011)| When it comes to applying social technologies to product developments and innovation, most organizations are still in the early adoption phase.| N/a| Social Media Use and Potential in B2B Companies’ Innovation(Jussila et al, 2010)| Both B2B and B2C companies’ were taking advantage of social media use in innovation processes| The gap of perceived use between t wo different business types is significant. Research should be carried out to facilitate adoptions and fill gap. | The Revolution Will Be Shared: Social Media and Innovation(Anonymous, 2011)| Social technologies used for innovation purposes are revolutionary| N/a| Using Web 2.0 to improve Software Quality(Black Jacobs)| Social media among other benefits, has changed the development process to include interaction design, where feedback from users is used.| N/a| Virtual Worlds as Collaborative Innovation and Knowledge Platforms(Fuller, et. al, 2012)| Virtual worlds can offer new ways of having access to knowledge and creative ideas within and beyond companies. | Virtual community lacked total security and some complained about poor graphics| Getting Customer’s Ideas to Work for You: Learning from Dell How to Succeed With Online User Innovation Communities.(Gangi et al, 2010)| A poorly managed user innovation community could have devastating consequences for an organization.| Challenges for companies included: Understanding users ideas posted, Identifying the best ideas,Balancing needs for transparency against disclosure (protecting user-submitted ideas from competitors) and Sustaining the community (developing strategies for interacting with the community to sustain user participation. | Governing Web 2.0(Dedene, 2011)| Enterprises can use principles and lessons to avoid the fallacy of going into social media for innovation endeavor with too much of a command/control view on tech adoption| Many organizations have not effectively mastered management of social media and innovation platforms| Investigating the Increasing Role of Public Social Networks Within the Innovation Process of Large, Multi-National Corporations(Pena, 2012)| Use of strong social networking within an organization propels innovation| Firms did not embrace platforms, but all endorsed informal use.Two main barriers to use of sources by companies: lack of clarity around owner of ideas, 2) competition may become informed of intentions| Enterprise 2.0 and Semantic Technologies for Open Innovation Support(Carbone et al, 2010)| The web 2.0 environment helped in establishing an innovation culture in the firms, while the sematic technologies helped not just in fostering interaction for the creation of new ideas, but also in supporting the decision process.| N/a| Defining Open(Gobble, 2012)| Open innovation is among the new resources available for conceptualizing, creating and managing open innovations efforts at every scale.| N/a| Six Key Takeaways On Social Media And Innovation From Digital Marketing Pioneer Porter Gale(Arthur, 2012)| One-way dialogue has evolved into 24/7 real-time conversations.| N/a| Social Media for Innovation Efforts (Lindegaard, 2013)| The use of social media for innovation efforts is still new and full of opportunity.| N/a| Social Product Innovation2013 Kalypso| Social media technologies are rapidly changing the way we communicate and collaborate. A comprehensive and sustainable strategy must be developed to deliver results.| N/a| Five Emerging Innovation and Social Media Trends and Why They Matter Now(Ben-Yehuda, 2012)| Social media and a renewed emphasis on innovation and DIY is transforming how government agencies operate and how they interact with citizens.| N/a| The Next Digital Wave: Enterprise Social Innovation. 2012 Accenture| Through enterprise social innovation, companies can benefit from a greater pool of ideas, ones that are aligned more closely with the wants and needs of end-consumers.| N/a| Works Cited Jussila, J., Karkkainen, H., Meino, M. (2011). Benefits of social media in business-to-business customer inerface in innovation. 2011vACM, Holtzblatt, J., Tierney, M. L. (2011). Measuring the effectiveness of social media on an innovation process. 2011 ACM, Bettina, M., Mikko, L. (2010, Sep). Is innovation open? evidence from the most innovative firms and the most valuable brands. European conference on innovation and entrepreneurship, United kingdom. Koskela, K., Nakki, P., Pikkarainen, M. (2011). 17th international conference of concurrent enterprising, Finland. Gourova, E., Toteva, K. (2011). Raising creativity and participation in innovation and knowledge managment activities. 17th internation conference on concurrent enterprising. Anonymous. (2011). Social media and product innvoation research findings. Professional services close-up, Jussila, J., Karkkainen, H., Vaisanen, J. (2010). Social media use and potential in business-to-business companies innovation. 2010 ACM, Anonymous. (201). The revolution will be shared: social media and innovation. Research technology management, 54(1), 64-66. Black, S., Jacobs, J. (2010). Using web 2.0 to improve software quality. 2010 ACM, Fuller, J., Hautz, J., Hutter, K., Matzler, K., Muller, J. (2012). Virtual worlds as collaborative innovation and knowledge platform. 2012 IEEE, Gangi, P., Hooker, R., Wasko, M. (2010). Getting customers ideas to work for you: learning from dell how to succeed with online user innovation communities. MIS quarterly executive, 9(4), Dedene, A. G., Hertogh, S., Viaene, S. (2011). Governing web 2.0. Communications of the acm, 54(3), Pena, V. (2012). Investigating the increasing role of public social networkd within the innovation process of large, multi-national corporations. Business studies journal, 3, Carbone, F., Contreras, J., Hernandez, J. (2010). Enterprise 2.0 and semantic technologies for open innovation support. IEA/AIE 2010, part II, 18-27. Gobble, M. (2012). Defining open. Research technology management, Arthur , L. (2012, 3 6). Six key takeaways on social media and innovation from digital marketing pioneer porter gale. Retrieved from http://www.forbes.com/sites/lisaarthur/2012/03/06/six-key-take-aways-on-social-media-and-innovation-from-porter-gale-former-virgin-america-marketing-vp/ Lindegaard, S. (2013, 01 31). Free webinar: social media for innovation efforts. Retrieved from http://www.15inno.com/2013/01/31/smwebinar/ Kalypso. (2013). Social product innovation, capabilites, kalypso. Retrieved from http://kalypso.com/capabilities/services/social-product-innovation/ Ben-Yehuda, G. (2012, 11 1). Five emerging innovation and social media trends and why they matter now. Retrieved from http://www.govexec.com/excellence/promising-practices/2012/11/five-emerging-innovation-and-social-media-trends-and-why-they-matter-now/59179/ Accenture. (2012). The net digital wave: enterprise social innovation. Retrieved from http://www.accenture.com/us-en/Pages/insight-next-digital-wave-social-media-harness-innovation-summary.aspx

Pick a Quote from the Book To Kill a Mockingbird Essay Example for Free

Pick a Quote from the Book To Kill a Mockingbird Essay During the depression in Alabama, many people, no matter what race, were encountering hard times. In the novel To Kill a Mockingbird by Haper Lee, Scout learns life lessons through experiences throughout her childhood. In her community and her household, Scout watches and interacts with all kinds of people. In the book, Scout learns something new about the people of Maycomb in each chapter and realizes that people are more than what they perceive to be by interacting with three main characters in the novel, Atticus, Mr. Cunningham, and Boo Radley. In the beginning of the book, Scout’s interpretation of these characters changed throughout the story. At the beginning of the book, Scout’s dad, Atticus, was not like the fun hunting loving father that the other kids had. Atticus was a fifty year old lawyer that didn’t have time or energy to even play football with Scout brother, Jem. Scout felt like she had nothing to brag or be proud of her father about that is shown in this quote, because his daily life was either in the office or into a book. â€Å"If your father was thirty you’d find life quite different† â€Å"It sure would. Atticus can’t do anything†¦. † (Lee 120) Later on in the story, Scout and Jem see a stray crazy dog. Atticus is asked to shoot it. Scout not knowing that her dad was the best shooter in Maycomb had doubts of letting her dad shoot the dog. Atticus shot the dog on the first bullet. â€Å"When we went home I told Jem we’d really have something to talk about at school on Monday. † (Lee 130) Scout’s first impression of her dad in the beginning of the story changed when she found that she could be proud of her father for being the best shooter in Maycomb. Another main character in the novel was Mr. Cunningham who was a farmer and one of Atticus clients. Atticus was also representing Tom Robinson, who was a black man being prosecuted for rape by Bob Ewell. Bob Ewell had gathered a bunch of men to go down to the jail house to kill Tom Robinson. Scout, who was hiding and watching everything from afar, could not recognize any of the men. Later on when she ran through the men to Atticus she then recognized one man, and that was Mr. Cunningham. At the beginning of the novel, Atticus told Scout that Mr. Cunningham was a good honest hard working man that did not take anything from anyone unlike Mr. Ewell. After she realized what was taking place at the jail house and what the men were there to do, she had doubts about Mr. Cunningham being the good man that her father had told her about at the beginning of the novel. Lastly, Boo Radley probably impacted Scout the most in what she learned. At the beginning of the novel, Scout, Jem, and Dill all were curious of the monster that lived at the Radley’s house. He was always kept away and never came out. All kinds of stories about Boo Radley had been told as Scout grew up, made by different people in her community. Scout was so scared of Boo that she would run past his house every time she would pass it. The town would not even eat the fruit off the trees by their house because they believed Boo had poisoned them. It was obvious that Boo Radley had a bad rep in the town. Later on in the story, Scout and Jim find out someone is leaving them things in a tree hole. They start to believe it is Boo, who was leaving it for them, but they are still not convinced that Boo is safe. Later on while Miss Maudie’s house was burning and Scout was watching it from afar, someone had put a blanket on her. They come to the conclusion it was Boo Radley and are confused why he would do so. When Boo Radley had saved them from Mr. Ewell in the last few chapters of the book, it had become clear that Boo was not bad at all but afraid of the outside world beyond his house. Scout’s original perception of Boo Radley was all wrong because of the people she interacted with day to day. In the novel To Kill a Mockingbird by Haper Lee, Scout learns life lessons through experiences throughout her childhood. Three main characters in this book impacted her life the most. Atticus, Mr. Cunningham, and Boo Radley showed Scout to not judge a book by its cover. Not everyone is who they first perceive to be. Like Atticus said â€Å"You never really understand a person until you consider things from his point of view — until you climb into his skin and walk around in it. † (Lee 30) Atticus was right, Scout did not really know any of these people until she put herself in their place and saw who they really were.

Uses and Gratification Theory

Uses and Gratification Theory Before undertaking any form of production, or even to monitor the output of media text that has been generated, some sort of audience research has to be undertaken to measure the output of that particular product, for the purpose of this essay, I will be focusing on uses and gratifications, and the availability on the internet and the ability to record programs. Uses and gratifications theory first came to light in the 1940s, with the height of radio broadcasting, but later developed further in the early 70s with Katz, Blumler and Gurentich. The sudden interest came to light with having the first generation to grow up with a wider range of media abundance, the opportunity to have, print, radio and most of all television. The majority of the research that was conducted in the audience research environment was more focused on the effects of media exposure rather than what is done with the media text to the environment it is broadcasted to. Having this open question allowed for researches to have the ability to look in to the way the people deal with this text and what in turn is done with it. the social and origins of needs which generate expectations of mass media or other sources which led to differential patterns of media exposure, resulting in need gratification and other consequences, perhaps mostly unintended ones(Bulmer, j, Katz, E, 1974) Uses and gratification theory was developed to ask how mediated text is used by the consumer, rather than what media dose to the consumer (Katz, E. 1959), the theory asses the users as a active audience member rather than a passive one, this mean that the user will use specific text to gain the valuable knowledge that they are actively seeking from the program or text that they may be consuming for a purpose (Katz, E et al 1974) The approach suggests that people use the media to fulfil specific gratifications. This theory would then imply that the media compete against other information sources for viewers gratification. (Katz, E., et al, 1974) The rise of media available to the general public has become overwhelming, from newspapers to the internet, In turn the audience becomes more dependent on media and the consumption of it, this also means that there is no specific scheduling and timetabling of programs, with the rise of being able to plus or record programs allows the independent user to be able to watch programs that they feel interested in and in turn to use this to generate the gratification method, through the information that they have gathered from the consumption of that text. Blumler and Katz believed that the media text available was used in many different ways, all depending on the individuals preferences to as why they have chosen to openly accept this information that has been generated by the producer, this in short shows that the user has the ability to chose what they want to be exposed to, and in turn this gratify the users need, be it social or informational. (The Uses of mass communication; current perspectives on gratification theory, Katz, E et al 1974) Critics use to refer to the audience as passive, ignoring the fact that they are more able to chose what they what to consume, uses and gratifications sees them more as an individual and able to reject information that they see as not to be necessary to their daily life, knowledge allows the user to be more socially accepted, having information to use in streams at work or social gatherings. The flip side is that, the individual uses the role of media to generate some sort of escapism, to substitute part of time to immerse them selfs in text that may in some ways resemble their lifes, and generates satisfaction to be portrayed in a mass text, this is where the programming timetable that they have made using the plus system comes in to play to create a personal stimulation or enjoyment through the content that has been gathered for entertainment purposes, with the technology that is available in this day and age. (Morley 1992). Either way the information that each individual may receive from the information that they may have seeked out or stumbled upon can be decoded in different ways, this is all down to the way each person interprets that information to meet there needs (Blumler and Katz 1974). The content that is put together by the produce to send out a specific meaning can be decoded in many ways, this is down to many aspects of that person(s) life, it could result in the way they are bought up and the influence that are attachà © to that upbringing, also added to the social class that they are from and the people that they may be associated with, and finally the more wealthier they are can also result in what they may be exposed to and how they take it in, (www.rlwclarke.net). Uses and gratification is a method that allows for a progressive approach in audience research, but with limitations, this area focuses more on the individual, and the way they are affected by the text that they are exposed to, allowing for the individuals point of view, but with the internet and the more use of recorded programming, the over sighting of scheduling has changed, this could mean that the exposure to material is down to the persons preference, and the dismissing of others, i.e. sops because they may feel as though it is a waste of time and references them in no way. With the rise of the internet and the ability to record shows, allows for the user to generate their own gratifications from the chosen exposure of material, allowing the individual to immerse them selfs in the word of their choosing, social escapism is the way that everyone can be in there little cave and gather information that will become useful to their daily lifes, be it for work or social interaction. With the availability of multiple media platforms, allows for the individual to become more dependent on their expose to their specific media preference, this means that the person will become media oriented to be knowledgeable in their social environment, also at the same time dismissing those that do not portray them (Ball-Rokeach, et al 1973) Altered the structural relations among traditional media such as print and broadcast and unites them around the defining technologies of computer and satellite (Carey, 1998) To end it will be easy to say that, every day the choices available seem overwhelming to an individual that, but searching for the information that you may be interested in is not, have the ability to have a internet enabled phone or, a broadband enabled pc, will allow for quick and on the move dosage of knowledge. This builds for a framework to start the daily day of before being socially intractable with the foundations of things to talk about, or with feeds being directed to your mobile then accessing face book to arrange meetings and gathering information of others. For example I like dance music, so I might access the internet to find new information on musicians or DJs, and this will then in turn be repeated in my social group as a conversation started. To match ones wits against others, to get information and advice for daily living, to Provide a framework for ones day, to prepare oneself culturally for the demands of Upward mobility, or to be reassured about the dignity and usefulness of ones role. (Katz, Blumler, Gurevitch, 1974)