Shakespeare’s The Winter’s Tale Essay Example

Shakespeare’s The Winter’s Tale Essay I. King Leontes’ monologue in Act I.ii.179-207 discloses his troubled, almost frantic state of mind at this early point in the play. The short aside that Leontes utters here reveals a psychological state where doubt has begun to sprout and proliferate. Through the specific use of figurative language in this speech, Shakespeare exposes the king’s hidden thoughts and designs, while also foreshadowing some of the confusions and mishaps in the play, which originate in Leontes’ unreasonable jealousy. The theme of jealousy, also central to another major Shakespearean play, Othello, is very significant in this passage. Thus, without heeding judgment and reason, Leontes indulges in impassionate and impulsive musings which will eventually prove destructive. The image that opens his aside depicts the king as a fisherman who is â€Å"angling† in the hope to detect the guilt of the two assumed lovers. The invisible thread that holds fishing rod alludes to the helpless and unsuspecting victims. Moreover, the image serves to describe the way in which the king will seek to ensnare two of the people he loved most, prior to his being blinded by jealousy. Having the patience and the slyness of a fisherman waiting for the bait to work, Leontes alludes here to his obviously premeditated plan: he seeks to outwardly encourage the affection between his wife and his best friend in order to have proof of their unfaithfulness.Furthermore, the king pictures his queen as a bird who â€Å"holds up the neb† to a seemingly unfaithful friend, thus adding to the idea of entrapment. With his sight blurred by fury and jealousy, the king sees signs of betrayal where there are none, therefore creating the perfect conditions for disaster. The king’s progressive absorption into maddening suspicions is also significant here: â€Å"Inch-thick, knee-deep, o’er head and ears a forked one!†. Gradually, Leontes renounces reason and clarity, sinking d eeper into the imaginary trap woven by his own mind. This is apparent in the great figurative charge of the word â€Å"play† in the king’s speech. Urging his infant son to go and play, he immediately muses on the different meaning that the word holds for him and the two traitors. First of all, in his hallucinatory state of mind, Leontes is convinced that his wife â€Å"plays† or fakes innocence to hide her adulterous relationship. Secondly, he himself plays, pretending not to suspect anything and thus hoping the culprits will give themselves away.Finally, Leontes also considers he will be playing a â€Å"disgraceful part† in the eyes of the community, when the presumed betrayal is found out.   Next, the troubled king moves on to meditate on the commonness of unfaithfulness, using other powerful images in the process. Thus, the word â€Å"sluiced† and the phrase â€Å"fished pond† give graphic, sexual descriptions of the wife’s adult ery. Moreover, the image of the wife as a pond fished by a smiling and deceitful neighbor hints at theft and misappropriation. Continuing in the same line of thought, the image of â€Å"open gates against their will† also suggests a forced and fraudulent entrance of the cunning neighbor. The remainder of the speech concludes with equally sexual imagery that the whole of the female kind is corrupt, with the unfaithfulness attaining cosmic dimensions: â€Å"It is a bawdy planet that will strike/ Where ‘tis predominant; and ‘tis powerful, think it,/ From east, west, north, and south. Be it concluded,/ No barricade for a belly.† Leontes’ speech here gives evidence of an oversized and impassionate jealousy which blinds him and disconnects him from the people he loves most and which will also be the cause of tragedy in the play.II. a). In most of Shakespeare’s plays there are extraordinary women, built as complex figures with important roles. In The Winter’s Tale, there are three women who manage to break out the limitations of traditional female portraiture. Hermione is brave and almost faultless in her behavior. The metaphor of her transformation into a statue and her subsequent coming to life at the end of the play speaks about rebirth and a second chance at happiness. As such, Shakespeare uses her as a symbol for fertility in the likeness of spring, the season which puts an end to winter and call nature back to life. Her exemplary conduit makes her a model female character. At the beginning, she is the devoted wife, mother and queen, who is eventually punished for endeavoring to treat her husband’s friend with honor and respect. Moreover, her infinite endurance and her ability to forgive her erring husband adds to her importance in the play. Perdita is also a very significant figure, whose arrival announces, as her name suggests, the retrieval of what had been lost. More than a simple character, Perdita, like Herminone, is a powerful symbol. Through her marriage to Florizel, Polixene’s son, she becomes the link that reunites the two friends and completes the family circle. Finally, Pauline is equally important, acting as a tireless supporter of the family. She protects and cares for Hermione and the king at the same time, mediating the happy ending of the play with wisdom and infinite patience.c). The recurrent images of rebirth in the play point to a very interesting direction in Shakespeare’s late writing. If in his tragedies the world would regain equilibrium only with the price of the protagonists’ lives, here we see a universe which is temporary out of balance but which miraculously manages to bounce back into place. An indication of maturity, this trait reveals a new dimension of the author’s writing: the images of rebirth allude to the natural cycles of the successive seasons, thus integrating man into the larger picture of a natural universe. The endi ng is miraculous, without being overly optimistic. Shakespeare demonstrates that tragedy, as well as romance, is a part of the natural course of events.d). The antithesis between loyalty and betrayal is at the thematic core of the play. Thus, in most of the instances, those who appear to betray are actually loyal. Hermione and Polixenes are never guilty of the accusations that Leontes showers on them. Camillo, who at first sight would appear to be the most disloyal of all and who â€Å"betrays† by turns Leontes, Polixenes and Florizel is actually one of the most clear-sighted characters in the play. It is partly due to his genial character and his insight that the final reunion takes place. Finally, Paulina manages to stay faithful to Hermione and the king at the same time, despite the conflict between them and despite the fact that the king is the indirect cause of her husband’s death. Thus, Leontes is curiously surrounded by extremely loyal people, while he suspects only betrayal and falseness.III. Answer: D.The Winter’s Tale, no less than other Shakespearian plays, has an ambiguous ending, without seeming so at first sight. The statue which is mysteriously animated makes the circle of life come complete. The happy reunion, however, is not perfect: Mamillius, the dead son of the king and queen, and Antigonus are missing. Through this device Shakespeare stays true to nature: while the happy reunion is possible and rebirth is a natural process, something is invariably lost on the way. Perdita is found again, but with the price of the death of queen and king’s other child. Two pairs reunite in marriage at the end, yet one pair had been broken in the process: Paulina and Lord Antigonus.

Instagram Marketing Strategy How to Build One the Best Way (Template)

Instagram Marketing Strategy How to Build One the Best Way (Template) Instagram has the potential to be a powerful part of your brands overall marketing plan. However, you can’t just post, sit back, and wait for success to happen by magic. You need to create an Instagram marketing strategy that establishes your goals (and lays out a game plan to achieve them). That involves everything from finding your target audience, to outlining a clear content strategy for the platform, to actually creating posts and measuring their performance. Read on to learn how to plan it all effectively. You might want to get some coffee now, because we have a lot of ground to cover. Grab Your Free Instagram Marketing Strategy Template Planning an effective strategy doesnt have to take a lot of time. Download this editable deck and complete it as you read. By the time you’re done, you’ll have a full strategy ready to present to your team. Pretty slick, right?Instagram Marketing Strategy: How To Build One The Best Way (Free Template)Did You Know You Can Schedule Instagram Posts In ? It’s true! Using the mobile app (available for iOS  and Android), you can create and schedule Instagram posts alongside all your other social media content. Check out this live demo recap to see how it works: Then, try it yourself free for 14 days. We think you’ll be impressed. How Can Brands Benefit From Instagram? Instagram is an incredibly popular platform with a large user base and high engagement rates. In fact, according to the PEW Research Center  as of 2016, 33% of adults on the internet are on Instagram. And according to TechCrunch, as of April 2017, Instagram has over 700 million active users. In other words, you have a big audience to reach. That audience is active, too. Over half of Instagram’s user base logs into the app daily according to the same PEW research study. Over half of Instagram's user base logs into the app daily.While Instagram is particularly popular with Millennials (about 59% of its overall user base as of 2016), 33% of its userbase is between the ages of 30-44, and 18% between 50-64. So if your target audience is above the age of 50, Instagram may not be your best platform option. However, if your target audience is younger, Instagram could be a goldmine for your brand. Recommended Reading: How to Get Way More Instagram Followers With 20 Easy Tactics Step One: Set Your Goals The first step in creating your Instagram strategy is to set overarching business goals and select metrics to track progress toward them. Start by setting goals for your business. These goals are what help keep the lights on and the company up and running. Examples of business goals could include: Increasing Brand Awareness: How many people know your business exists? Encouraging Customer Loyalty: What keeps people coming back to you (instead of your competition)? Driving More Revenue: Businesses need money, right? Some example business goals that your team could create are: "Increase brand audience by 55% by end of the year." "Increase sales of x product by 35% by the end of Q1." The next step in your goal setting process is selecting metrics to track. Some metrics we could select for the goal above might include: Follower growth. Are people finding you and following your profile? Post engagement rate. From there, are they actually engaging with your posts? Leads generated from profile link clicks. Finally, are they taking the next step and trying your products or services? The key is select Instagram marketing metrics that directly tie back into overall business goals. Your Instagram goals also need to be S.M.A.R.T (Specific, Measurable, Attainable, Relevant, Timely). So let’s break down an example: â€Å"We want to increase our Instagram engagement rate by 25% this quarter.† Here's how this goal fits into the SMART framework: S: It’s specific in the fact that your team knows what needs to be accomplished. M: The 50% is a numerical measurement which can be calculated based . You know immediately if the goal was met or not. A: Depending on your current engagement rate growth, your team will need to assess if 25% is   a realistic goal. For example, if you are already experiencing a 17% growth rate 25% is not necessarily out of range. R: Growing your engagement rate on Instagram makes sense because the more your fans engage with your content, the more likely they are to remember you. T: You have a set deadline (one quarter)  to complete your goal. Recommended Reading: How to Set Social Media Goals to Crush Your Business Objectives Once you have a series of social media goals set you can then look to your Instagram strategy to see how the channel can help you accomplish your goals. For the sake of this post, we’re going to pretend we’re a local bookstore called ’s Corner. Three smart goals that our marketing team created are: Increase the number of younger people following us on Instagram by 50% in 6 months. Increase the brand awareness of our store in the area in 3 months by 25%. Increase engagement by 50% on each photo that we post. How can Instagram help your team accomplish those goals? The first one is simple. Instagram has a high number of young people in its user base. Therefore it would make sense that your team utilizes that channel to reach a younger audience. To prove the strategy is working you can check the in app analytics or Google Analytics and pull demographical data for your Instagram channel. The second goal requires a bit more strategy and analysis. Brand awareness  can come in many forms, and there are many different tools like Google Analytics, Brandwatch  and more that can be used to track that growth. The final goal is quite easy to connect to Instagram due to its nature of being an incredibly visual platform  and highly engaging platform. But how can you calculate the engagement rate of each of your Instagram posts. The formula is: So if your team has 157 comments and likes on one photo, you would divide that number by your total current followers and multiply by 100. (100 likes + 57 comments) / 2569 followers x 100 = 6.11% engagement rate. Recommended Reading: How to Improve Your Instagram Engagement With 15 Tips Step Two: Find Your Audience On Instagram The next part of your Instagram marketing strategy will be to find your audience. Finding your audience is a key part of your strategy because without knowing who your content is targeting you end up throwing it into the massive pile of Instagram posts with no direction to get it out. How do you find your audience? First,  you need to find the demographic data from the audience you are currently attracting. This will help your team determine if Instagram is the right channel for your target audience. If you’re on Instagram, open your app and click the analytics bar graph in the upper right-hand corner: Scroll through the in app analytics until you find followers: Click on See More to see a full breakdown of the age range of your audience: If your Instagram is pulling in the age range of your target audience it would make sense to maximize your resources on the channel. If not, Instagram could be a secondary awareness channel for your team. Once you know whether or not your target audience is utilizing Instagram, you can begin to tailor your content based on what your audience is interacting the most with. It could be content centered around: Problems they are experiencing. People are turning to your company for answers to issues that are surfacing in their daily lives, whether they’re looking for a plumber to fix a clogged drain or a dress to wear for their next event. Center your content around ways that you can help solve those problems. Information they're seeking. Maybe they need to know about the best type of chew toy for a new puppy, so your content could feature different chew toys with captions on what age and breed would enjoy them the most. Company culture and recruiting. People love seeing what’s going on behind the scenes at your office. Not only does it help humanize your brand, it can also help recruit new team members. Recommended Reading: How to Find Your Target Audience And Create the Best Content That Connects Step Three: Optimize Your Profile The way you create your company profile on Instagram plays a significant role in your success on the social media site. There are three main pieces on your profile that need to be 100% completed otherwise, you’re going to miss out connecting with potential customers. Those pieces are: An Instagram Business account. A profile picture. A snappy bio. Make Sure You Have A Business Account You may notice that your standard Instagram account doesn’t have a space for links. That’s because website links and analytics features are only accessible if your Instagram is operating under a business account. Setting your business account up is easy (and free). Log into your company profile and click on settings: Scroll until you find Switch to Business Profile: Toggle that switch to on, and Instagram will walk you through how to create your business profile. Once your account is set you should see business settings in your profile: Optimal-sized profile picture The standard profile picture on Instagram is 110px by 110px. It’s also important to note that Instagram’s profile pictures are round and usually quite small, so the less detail you can include in your profile picture the better. Many companies stick to using their logo like this: Optimize Your Bio The second step in optimizing your Instagram profile involves creating a short and snappy bio that encompasses who you are as a company in 150 characters or less. Some tips to help your team craft that bio are utilizing your tagline  (those are already short), pulling three descriptive adjectives that encompass your company or shortening your mission statement down to a sentence. Check out how Nike got their bio down to three simple words: So how do you create a really awesome snappy bio? Start with the following fill in the blank exercise: _[Company]_ is [adjective], [adjective], and driven to provide [issue your company solves or service your company provides]. Filled out it would look like: Corner  is a local, creative bookstore that is driven to provide a welcoming environment that fosters a love of reading for all ages. (Note: Corner is not an actual bookstore, but that would be cool if it was!) The final character count is 142. Now let’s say that you’re over in count, how can you fix it? Cut out your company name, they can already see it in your username: A local, creative bookstore that is driven to provide a welcoming environment that fosters a love of reading for all ages. Still over? Cut as much fluff out as possible. Words like â€Å"that† can almost always be cut out: A local, creative bookstore, driven to provide a welcoming environment fostering  a love of reading for all ages. Once you’ve edited out the fluff, your bio is ready to go. Recommended Reading: How to Increase Visibility With Social Media Optimization Include A Link To Your Website It’s important to note that Instagram does not allow links in posts, so the only chance your fans will have to see your site is if it’s included in your bio. You can change up the link based on what types of content you’re posting and what you want to drive your fans to: Step Four: Find Your Voice And Tone Instagram is prime space to show off your brand’s voice and tone. Why? Because Instagram is a personal platform which means the more that you can bring your company’s personality into the better. But how do you develop your voice and tone? Voice is the overall sound and personality of your business. It encompasses who you are as a brand and allows your audience to establish a connection with you. How can you develop your voice? List three adjectives and then find its opposite counterpart like this: Intelligent but not cocky. Humorous but not silly. Professional but not stuffy. Check out this list to help you get started: Mailchimp’s voice and tone  brand guidelines are a great example of how to format your voice adjectives. So you covered voice, but what about tone? Tone is the inflection of your voice, which details how you say something. Think of it almost like subtext. Your tone will change depending on the situation. So what does a solid Instagram voice and tone sound like? Starbucks Starbucks is known for its friendly, conversational language. They’re also great at integrating emojis and hashtags into their content as well: When your coffee matches your city. #IcedCaramelMacchiato Regram: @yogafawzi A post shared by Starbucks Coffee (@starbucks) on Aug 4, 2017 at 9:16am PDT Barnes and Noble Barnes and Noble works hard to foster a love of books through positive language and inspiring imagery: Best. Year. Ever. Get ready for the new school year with fun supplies, book bags more must-haves! in bio A post shared by Barnes Noble (@barnesandnoble) on Aug 21, 2017 at 1:39pm PDT Lowe’s Home Improvement Lowe’s Instagram focuses on DIY home improvements which means their voice and tone is usually helpful and insightful: @ourhappycarmonhome gave an old dining buffet new life with a fresh coat of paint. Let's see your creative storage solutions using #lowesproject. A post shared by Lowe's Home Improvement (@loweshomeimprovement) on Aug 23, 2017 at 8:27am PDT

Native American Dance Regalia in the Powwow

Native American Dance Regalia in the Powwow The making of dance regalia is for Native American people a tradition. It is a distinctly indigenous activity that is illustrative of the reality that for indigenous people there is no separation between art and everyday life, between culture and creativity, or the sacred from secular. All styles of regalia are remarkably elaborate, and while the degree of beauty of an outfit doesnt necessarily equate to dancing talent, it does say something about a persons commitment to dancing. They all have stories as historical categories and as individual creations. The making of powwow dance outfits is an art form all its own. Powwow History Powwows are intertribal social gatherings that began roughly in the 1880s. This was at a time when Indians were experiencing great upheavals in their communities. Those were the years of the assimilation era when tribes were being forced onto reservations, into more sedentary lifestyles, and families were being broken up due to the boarding school policy. By the 1960s the federal governments relocation policy led to large populations of Native Americans in urban centers, and powwows became an important way for Indians to stay connected to their tribal cultures and identities. Native American Beliefs For Native people, everything is imbued with spiritual meaning even in the context of the modern world, and especially when it comes to the expression of culture and identity. For dancers, not only is the act of dancing that expression, but the wearing of dance regalia is the visible manifestation of ones heritage. A dancers regalia is one of the most powerful symbols of her Native identity and in that regard, it can be considered sacred. This is one reason why it is incorrect to refer to dance regalia as a costume. Many of the elements that make up a dance outfit are items often associated with the ceremonial function, such as eagle feathers and parts, animal hides, items that have been handed down through generations, as well as designs that may have been handed down or were given in dreams and visions. How Outfits are Acquired In todays world not everybody in Native societies possesses the skills required to construct dance regalia, and, in fact, most simply do not. Often dance outfits or elements of outfits are passed down; grandmas moccasins, dads dance fan or bustle, or moms buckskin and beadwork. More often outfits are made by family members, purchased in the marketplace, or custom made by professional artists. Far less commonly are outfits actually made by the dancer her or himself. No matter which way a dancer acquires their dance regalia, it typically takes many years to build a wardrobe of dance outfits (most dancers own more than one outfit) and is very expensive. Skills It takes a variety of skills to put together a dance outfit. First, it takes the knowledge of different dance styles which will guide the vision for an outfits design. An eye for design is imperative so that all elements of the outfit will be consistent. Sewing is one necessary skill, but not just the ability to sew fabric. The ability to sew leather is also necessary which means a person must have leather smithing skills as well. They must also have certain crafting abilities, like knowledge about how to make feather fans, moccasins, and beadwork. This is such a wide variety of skills and because very few people possess all of them, most dance outfits come from several different sources. Dance Styles There are a number of different dance techniques that are divided into mens and womens in the categories of northern and southern styles. Men and women both have a style of fancy dancing (which is considered a northern style), and both have styles of traditional dance within the northern and southern genre. Other styles include grass dancing, the chicken dance, southern straight, jingle dress, and gourd dancing.

Criminal Investigation Research Paper Example | Topics and Well Written Essays - 1750 words

Criminal Investigation - Research Paper Example Crime-any act that is done or committed against the laws and rules of a country-it is usually followed by conviction or punishment by any ad judicable body such as a court. Investigation-system and thorough examination and analysis of evidence that is used to discover information or gain facts. Confession-refers to the disclosing of information which the person would have rather keep secret. Naturally, confession in the criminal realm are aimed at either incriminating or exonerating a person from any criminal activity, establish guilt or innocence of the person. Theoretical framework This research paper and study operates within the assumption and theoretical tenets that false confessions are present in this day and age. It will also assume and theoretically assume that the false confession have tilted the scales of justice to an unfavorable realms and senses. For instance, if a person was innocent or guilty from the outset, it would be wrong for the interest of fair trial if witnesses who were supposed to help the matter lie either to favor the accused or incriminate him. Therefore, it is presumable that false confessions are present in the criminal justice system and appropriate or articulate measures must be taken to address the same. It is important to mention and stress the fact that this research and study will not have any static hypothesis that it would seek to either establish as true or disapprove.

Asian Business - Case Study of Mitsui Essay Example | Topics and Well Written Essays - 500 words

Asian Business - Case Study of Mitsui - Essay Example The prevailing procedure during that era was that products were made to order, and Mitsui defied common business sense by making products first and then selling them. Mitsui’s initial foray into the banking and finance industry came in the late 17th century. Moving money between cities during that feudal era was extremely risky, so Mitsui established â€Å"money exchanges† in Edo. Much like a primitive precursor to a Western Union, these establishments accommodated the transfer of funds and reduced the amount of risk involved in the transaction( Shinjo, 1962 11) By 1876, the company had established Mitsui Bank, which was the nation’ first private bank. Running up to the early 20th century, the company came to be known as one of the largest zaibatsu in Japan. A prominent feature of pre-World War II Japan, a zaibatsu can be loosely defined as â€Å" a business entity composed of several diversified enterprises owned and exclusively controlled by a single family â €Å"( Morikawa, 1970:62) These ironclad monopolies enabled the company to be a central business figure in pre-war Japan. Picking up the pieces after the war, the remnants of the companies from the dismantled Mitsui zaibatsu reformed themselves into the so-called economic miracles of the postwar era, the keiretsu. Resembling the functional equivalent of a western conglomerate, the reformed business group was launched with a capitalization of 195,000 yen and roughly 35 employees. Its forays into foreign trade greatly furthered the country’s post-war economic rebirth. In the 1960’s Mitsui took advantage of rapid trade liberalization, and was successful in securing a stable supply of food, oil, and coal for domestic use coursed through its overseas holdings. An investment into natural gas resources in the 1970’s shielded the company from the decade’s oil crisis, and helped blunt the effects of the worldwide economic downturn. (Mitsui,

Culture’s will to copy Essay Example for Free

Culture’s will to copy Essay Globalization process is viewed as a means through which one can ratify often in extremely idealized form a account of oneself or culture that is observed as old or even origin but can lastly be realized: through these new means, one can become what one thinks one actually is (even if one never was). What might be trait of the Internet is that this ‘realization’ is certainly ‘expansive’. Globalization process has an emancipator technology ‘Internet’ that is indefensible as the structural design of the technology harbors an instinctive class prejudice and other shades of power entitlements. Computers are intended and programmed by members of the elite culture and might imitate their cultural orientations and biases. For example, the wordsmith and semantic skills requisite to functions computers do not put up the cultural orientations of several marginal electorates. As Laikwan Pang, Cultural Control in journal said, â€Å"Culture’s will to copy [is] fuelled by the globalization process, which drives’ the world to desire similar but different products, to acquire similar but different tastes†. (Laikwan Pang, Cultural Control, p8). Globalization is as well redefining societies and restructuring society into new forms of social networks. New standards and terms for private and proficient relationships are promising (Buck 1996; Gates 1995; Baym 1995). The London Times (June 17, 1996) stated: People in every kinds of career categories need to recognize how to use this tool so as to get ahead starting now. Admittance to the information freeway might establish to be less a question of dispensation or position than one of the fundamental capability to function in a democratic society. Admittance to the cyberspace might very well establish how well people are knowledgeable, the type of job they ultimately get, and how they are retrained if they mislay their job, how much access they have to their government and how they will be taught about important issues concerning them and the country. (Ratan 1995: 25) Moreover, global media is not repressed by the intrinsic biases apparent in sexism, racism, and classism establish in face-to-face encounters. As a substitute, the global media presents a discussion that supports broad partaking and underlines merit over class. Practical communities permit secluded individuals to converse in a manner that protects them from the social prospect and sanctions linked with physically distinct communities (Turtle 1995). Virtual societies are unified and significant social aggregations that permit people to take on in adequate relations to form personal and group relations (Rheingold 1993). Global media represents Hollywood that spins around the analysis of Hollywoods division of labor, what the authors call the New International Division of Cultural Labor (NICL). This division of labor is certainly international because U. S. film exports have reached $11 billion, and Hollywoods proportion of the world market is double what it was in 1990 (Miller et al. , 2001, pp. 4-5). Global sales have become so significant that in 2001 the studios take apart their international offices to run all global distribution from their headquarters. The authors argue that Hollywoods command of the NICL distinguishes Hollywood from other industries that are increasingly globalizing. The entire book focuses on answering this question: Is Hollywood really giving the people of the world what they want, or does it operate via a brutal form of monopoly-capitalist business practice? (p. 15). Global Hollywood maintains that Hollywoods global authority is due to the clout of its allocation, legal, and economic structures, as opposed to a combination of advantages resultant from the diversity of its domestic audience and its narrative transparency. As this argument has been frequently made by proponents of the cultural imperialism thesis, Miller and his colleagues take a fresh approach that focuses on what they call occasionality (p. 13), which is defined as the specific `uptake of a text by a community (p. 177). Amongst other innovations, the authors focus on the role of audience, and on the idea of rights, while bringing the significant issue of cultural hybridist to political economic analysis. In the short space of twenty five years somewhat which started as US defense inventiveness has developed into the major communications means for the academic and investigates community and most newly has prolonged into a main business tool for the marketable sector. The Internet has developed throughout this period from being a vigorous and effectual way of exchanging information to offering a delivery means for immense amounts of multimedia information to a global audience. While individuals began to use the global media for worldwide communication, its profound effect on how we treat information transfer, organization, and development could not have been anticipated. Internet communication applications permit rapid and simple copy, revision, and transfer of information in textual, visual, and auditory forms. Though the assortments of participants who access it do not all the time agree on whether information must be cosseted or shared, the majority of the Internet community uses, copies, and transfers the information there without restraint. The Internet is a medium for activating ideological consideration; World Wide Web (Web) documents holding multiple links to diverse authors sites as well as e-mail posts restraining various writers materials reify the theory that knowledge is raised from numerous sources. But commercial units that use the Internet to promote products and spend in the materials that they load to the Web desire to keep their digitized materials from copy, revision, and transfer. The corporal operation of the Internet forms a forum where oppositional views concerning control of information collide. The extreme nature of the Internet supports a clash between the constructionist ideology that symbolizes the academic humanist community and the Romantic beliefs that symbolizes traditional legal community. This junction amongst humanistic studies, the intellectual property law, and the Internet, joined with their attendant communities, engenders conflicts in thought and exploit and offers a generous basis from which to investigate intellectual property and information control. Though participants in humanist, legal, and global media communities retain varied ideological beliefs and goals, their common interests meet in forming and treating communicative terms, whether textual, digital, or auditory. More significant, these communities of participants, communally, through socially raised ideologies, contribute in creating approaches toward authorship, possession, and property, and eventually, in generating the power to form and manage knowledge. The dealings amongst these areas can be viewed practically and hypothetically. Globalization, therefore, can tell us diverse stories of the nation state, developing it are relationally and challenged internal and external boundaries. There would be few people concerned in globalization who would, as Green (1997:157) seems to propose, believe that ‘the nation state was disappearing’, even if it’s taken-for-granted status comes to be issued and attempts at self-reproduction become increasingly transparent. The spatial-temporal location of the nation-state is itself brought to the fore by globalization. Globalization is frequently taken to have a single course or logic that results in an augmented uniformity transversely the globe. However, despite the influential effects of international capital and international media corporations, this is not sustainable and is not the stance adopted here. To presume that globalization is about, or results in, homogenization is to abridge the processes at work and, in a sense, to distance oneself from the very composite effects on space, place and uniqueness that globalizing processes bring to the fore. As Giddens (1990) among others suggests, as globalization has resulted in the spread of ‘Western’ institutions across the globe, that very drift produces a pressure for local independence and identity. In other words, globalization is concerning examining places as concurrently traversed by the global and local in ways that have been strengthened by the modern compression of space and time. Thus, alongside the global accessibility of satellite television, McDonald’s and Arnold Schwarznegger films, there is the confirmation of, for instance, local, regional and ethnic identities. Certainly, some transnational companies have overtly adopted strategies of ‘globalization’, expanding their influence around the globe, as situating themselves and their products and services within the local conditions. These might be a response to global influences, but they are however part of globalization and not a refutation of it. What this suggests is that in modern times the local is as much a condition for globalization as the global; space and place are negotiated by the global-local nexus of globalizes space-time compressions. ‘Time-space distanciation, disembedding, and reflexivity mean that composite relationships develop between local activities and communication across distances’ (Waters 1995:50). The assimilation of the globe reconfigures rather than supersedes diversity. Globalization ‘does not essentially imply homogenization or integration. Globalization simply implies greater connectedness and de-territorialisation’ (Waters 1995:136). This problematisation argues that a particular Eurocentric culture can no longer be measured an ‘authentic, self-evident and true universal culture in which all the world’s people ought to believe’ (Lemert 1997:22)—a position which of course itself would not command universal acquiesce. The cultural renaissance resultant from decolonization is the new face of autonomy in international law. Old definitions of freedom focusing on ethnic separation and tight territorial boundaries are becoming ever more outdated. The most interesting and pioneering ideas concerning self-determination are presently being developed by indigenous peoples. Theoretical discussions of prejudice, identity, individuality and universalism might seem remote and incoherent from harsh realities. But these debates do reveal why human rights themselves can spell awful trouble for indigenous peoples. The effects of human rights, intellectual property, transformation and self-determination based on evidently universal ideas of individuality and nationality can consequence in the death of indigenous communities. This is not a current phenomenon. It is the experience of colonization for too many people. And yet, international human rights discourse can also give a mechanism for anti-colonial struggles and the protection of indigenous rights, as the UN Working Group on Indigenous Populations would certainly support. Nowhere is the inconsistency of human rights, culture and individualism as explicit as it is with the rights of indigenous peoples. Moreover, the practical view offers questions and answers to the nuts and bolts of each day treatment of intellectual property power issues. Though interpretive in nature, the practical deportment is rule-based, centered in issues concerning the assortment of original works noted under the law and formative infringement of copyright. An extensive variety of individuals use and produce copyrighted materials in their daily work, often ignorant of the consequences of their actions for probable infringement of the work of others or infringement by others of their own work. Engineers, technical communicators, computer scientists, architects, scientists, and educators, among others who characterizes our diverse national workforce, use and turn out intellectual products such as manual, applications, progress reports, yearly reports, analytical reports, and other technical documents. They as well form non-textual informational materials such as photographs and hand drawn graphics, software, videos, and multimedia products. Additionally, numerous creators acquire information through the global media, together with digital communications such as e-mail and data blocks, as well as graphics, video clips, and sound bytes. Workplace inventors might not be conscious of the special category of law that restrains the rights in the work they turn out. Equally agency laws and the â€Å"work for hire† set of guidelines, which falls under copyright law, state writers rights to their work and treat questions explicit to employees. Educators, particularly, are facing ever more intricate questions concerning forming and using materials for teaching. besides creating workplace products, educators also develop materials for classes in the forms of instructor package that comprise works copied from anthologies and journals, handouts, tests, and instructional transparencies or websites that might be derived from sources formed by other instructors or authors in their fields. The legal argument over what is considered infringement in using these â€Å"course packets† is massive. Instructors might also covet to use materials acquired from the global media. The customary treatment of global media sources as â€Å"free use† forms fussy questions concerning what constitutes infringement in the digital ground. There is also enduring debate over the capability of a browser merely to access a World Wide Web site devoid of infringement. Several legal analysts indicate that the National Information Infrastructures White Paper comprises language that, if construed closely, would forbid admittance to intellectual property on the Internet although the same intellectual property would be available if it were in the shape of print media. For instance, a stringent interpretation of the National Information Infrastructures (NII) White Paper would forbid the mere act of opening a file and reading it on the Internet as the act of producing text in digitized form needs making a â€Å"copy† of the original work. Though the White Paper was formed in 1996, its protectionist stance echoed in legislative development of copyright protection, wherein the No Electronic Theft Act (1998) criminalizes copyright violation and the Sonny Bono Copyright Extension Act (1999) expands copyright protection for a further twenty years. In light of the more and more preventive treatment of copyrighted materials, instructors might be confused over whether they can make non-infringing uses of World Wide Web materials for classroom uses at all (Strong, William S. 1990). Increasingly, numerous instructors inquire students to copy and develop sources procured from the Internet, such as interactions from UseNet News, Internet Relay Chat, and MOOs, and graphics or text files that they can download from the World Wide Web. Though fair use does not converse directly to questions concerning the Internet, it still controls questions of infringement within educational settings. Courts should instigate to apply fair use to issues that are convoluted by use of technology to give new instruction, but until then, prospective litigants looking for answers to complex legal questions must gain a clear considerate of existing law as the best means to recognize its possible interpretation in cases treating issues concerning the Internet. We can say that with the increasing use of internet the issue of Copyright infringement is also become very common. â€Å"Infringement is a breach of the rights of a copyright holder by copying, performing, publishing, displaying, or creating a copied work from an expression protected under copyright† (Strong, William S. 1990). Infringement can take the form of a photocopy, scanned digitization, or other mechanically formed copy, but it can as well take place in videotape, audiotape, performance, or exhibit of a copyrighted work. Providing evidence infringement is at times a complex process, needing that the belligerent party first found a right to control the copyright of the work, then that he or she proves that the work has been infringed. Infringement is further hard to prove while the accused infringer has distorted the work to such a degree that it is hard to sustain the considerable similarity argument and while the initiative and the expression are so wholly merged that use of the idea, which is obtainable in public domain, is corresponding to use of the expression. A more widespread defense aligned a claim of infringement; however, is the scenes a faire principle, which argues that general means of expression of ideas cannot be infringement of anothers work. A typical example is the formal report format used in technical documents. In this case, the means of expression has turn so widespread to the business worlds cultural scaffold of understanding that its use summons connotative expression itself, much similar to a classification of â€Å"technical report. † Copyright infringement elevates legal issues for Internet service providers as well as other global media caught up in network management. The law emerges to be moving away from strict accountability toward a new typical of actual knowledge (Packard, 1998). In the Digital Millennium Copyright Act, ISPs are not legally responsible for copyright infringement if the bringer does not have definite knowledge that the material or an activity using the material on the system or network is infringing (Copyright Law of the United States of America and Related Laws Contained in Title 17 of the United States Code, Circular 92 Pub. L. 105 304, Sec. 512 [c]). Though, upon attaining such knowledge or wakefulness, the provider should act expeditiously to eliminate, or hinder access to, the material. This stipulation has free-expression insinuations. Copyright law is a moderately recent phenomenon based on the supposition that inspired intellectual property desires to be protected and rewarded (Packard, 1998). By distinguishing that online services cannot scrutinize their content for infringing material and function professionally, Congress has given them a green light to expand to their full prospective (p. 37). The copyright extension for elite ownership for ninety-five years, up from twenty-eight years in the original 1790 law, has been dared in court by Eldritch Press. Under the new law, the publisher would be requisite to eradicate work that has been in the public domain under the preceding limit of seventy-five years. The global media and its technologies have offered fertile view for the creation of new communication technologies. Inventors functioning on such troubles as digital compression as well as network data-transfer speeds need patent protection to be capable to expand new products. Information technology has also taken a diversity of patent suits as inventors extend the new industry. Lucent Technologies, for example, sued Cisco Systems and indicted it of infringing eight digital networking patents. Cisco then charged that Lucent violated three of its patents. Lucent holds thousands of patents on former Bell Lab and ATT research operations, and analysts feared that the aggressive action by Lucent was threatening to smaller high-tech companies. Computer-chip giant Intel called a patent infringement action by TechSearch a nuisance lawsuit (Packard, 1998). As technology continues to become more multifaceted and consistent, patent disputes are probable to propagate. Generally, most patent cases do not have a substantive collision on free expression. Thus the main features of the global media regime are linked to infringement and intellectual property concerns. The strategy for these aspects of the establishment is the principle that the costs of Internet-related infrastructural development shall be borne mainly by the private sector and the standard those governments shall entrust themselves to economic liberalization, privatization, and regulatory programs dependable with this and other regime principles. As the utmost basis of legal conflict is that between authors and users rights, the most significant policy issue is cared for specifically in the Constitutions intellectual property stipulation. The goal of the copyright act is to make sure free speech and the progression of knowledge through our legitimate protection of the right to distribute information. The unique constitutional provisions designate the intent to make sure the expansion of knowledge in civilization based in a congressional grant to authors of a partial monopoly of rights in their works: The fair use stipulation makes clear that the key goal of the statute is to support learning. These changes notwithstanding, the divergence between authors rights and the goal to encourage knowledge, inner to the copyright debate since its setting up, continues. Sadly, the public policy issue is frequently ignored in respect to concerns over economic interests. The everyday application of law essentially focuses on treating conflict between individuals. Lawyers are trained specially to congregate the needs of the legal system and are inexpensively supported by their work in this area. However the policy issues following the statute are really most significant to us as educators and to our society as a whole because those who manage the development of knowledge in a culture eventually establish who we are as a people. Philosophy and the goals that convoy it drive our view of policy issues. Thought determines how we view authorship, possession, and property and eventually affects not only how intellectual property law is proscribed but how information and communication that are inner to the dialogic processes within the nation are proscribed, as well as decisive who controls them. An assessment of ideological choices in request to intellectual property thus renders significant understanding of the probable effect of the law on our cultural future. Gaining a considerate of intellectual property issues is inner to understanding our rights as users and producers of knowledge. The actions we acquire to influence egalitarian access to information can have enduring ramifications for society, as authorship makes control, control generates authority, and authority generates power. We must take every step needed to ensure that the controlling voices of the few but authoritative are reasonable by the yet-unheard voices of the weaker multitudes. Reference: Baym N. K. 1995. The emergence of community in computer-mediated communication. In S. G. Jones, ed. , CyberSociety: Computer-Mediated Communication and Community. Thousand Oaks, Calif. : Sage Publications, pp. 13863. Buck K. 1996. Community organizing and the Internet. Neighborhood Works, 19, 2, p. 2. Copyright Law of the United States of America and Related Laws Contained in Title 17 of the United States Code, Circular 92 Pub. L. 105 304, Sec. 512 [c] Gates B. 1995. The Road Ahead. New York: Viking Giddens, A. (1990) The Consequences of Modernity, Cambridge: Polity Press. Green, A. (1997) Education, Globalisation and the Nation State, London: Macmillan. http://www. washingtonwatchdog. org/rtk/documents/cong_hearings/senate/107/senatehearing107_77094. html http://www/stephenking. com Laikwan Pang`s 2005 article `Copying Kill Bill` social Text, No. 83, 133-153. London Times, June 17, 1996. Packard A. (1998). Infringement or impingement: Carving out an actual knowledge defense for sysops facing strict liability, Journalism Mass Communication Monographs, no. 168 (December). Ratan S. 1995. Time (spring):25-26. Rheingold H. 1993. The Virtual Community: Homesteading on the Electronic Frontier. Reading, Mass. : Addison-Wesley. Strong, William S. The Copyright Book: A Practical Guide. Cambridge: MIT P, 1990. Toby Miller et. al, 2001 `Hollywood`s Global Rights` in Toby Miller et. al. , Global

Specializing Education :: Schooling Teaching Essays

Specializing Education Special Education was one of those things I never truly understood as a student in the public school system. Who were these children that had to be taken out of the class for reading and math or who remained in a separate class all day? What was so â€Å"special† about them? Believe me, I could have tried to find out what was different about them and how they were taught anytime I wanted; my mom teaches Elementary Special Education. I always heard her throwing around terms like resource room and inclusion when she talked about work. But being the typical self-involved child that I was, I never listened to what she said about teaching or asked her more about her students. What I do know is that teaching Special Education involved a lot of ups and down. As a Special Education teacher, the specific tasks of my mom’s job change frequently. She has taught full-time special education classes, has worked with individual students in an inclusive setting, and most recent ly she teaches resource room. Now that I don’t have to listen to her work stories all the time, I find myself wanting to know more about what special education entails. What I discovered is that none of the methods utilized in Special Education are entirely right or wrong in addressing the educational needs of children with LD. Children with learning disabilities should be educated in the most appropriate way to meet their specific educational needs. The children who benefit from the Special Education program are learning disabled. The National Center for Learning Disabilities states that children with learning disabilities have a â€Å"neurological disorder that affects the brain’s ability to receive process, store and respond to information.† There has been a long running debate on the best way to educate children with learning disabilities or LD. Some feel inclusion is the most beneficial method for educating children with LD. As defined by Jean B. Crockett and James M. Kauffman in The Least Restrictive Environment, inclusion is where children with disabilities are placed in regular education classes for the entire school day and are accompanied by special education teachers or aides for subjects where they need extra help (1). Others feel mainstreaming is the best option for students with LD.

Max Weber’s Bureaucracy

In his article entitled â€Å"Bureaucracy†, Max Weber considers the structure of offices and management of organizations both public and private. He tries to construct a stereotype of these organizations through the use of a set of characteristics that he deems should be possessed by such groups. Furthermore, he also ventures his discussion into the characteristics of a bureaucratic official. The official to be thought of as bureaucratic thus should qualify these set of characteristics.A person possessing such characteristics is then judged as qualified and appropriate in office. However, if dispossessed of these characteristics, he is not fit for such positions in office. In expressing these ideas and concepts of bureaucracy, Max Weber attempts to impart the significance of office management in organizations. Therefore organizations, if not adopt Weber’s principles, should create their own set of attributes for each office in their circle to make the organization funct ion well. Weber introduces six important characteristics of a functional bureaucracy.First, he requires that organizations have a fixed set of rules for each governing area or portion of the organization (cited in Shafritz, 2005). Each organization should have different sections with a permanent and defined scope of governance and duties. Second, there exists in the organization a certain hierarchy of officials wherein subordinated officials are supervised by higher officials although supervising persons have no absolute power on subordinate officials. Third, the organization should have documentation of its progress and activities through written files.Fourth, officials should have a valid and qualified training to be appropriate for each office. Fifth, although the official has a limited tenure, he is expected to give his best and complete effort for the organization. Last, the set of rules and regulations could be learned by all officials (cited in Shafritz, 2005). Besides these characteristics, Weber also proposes that upon abiding all these characteristics, the position of an official becomes a vocation and that it possesses certain duties, responsibilities, rights and privileges including social security (cited in Shafritz, 2005).The concepts imparted by Weber are of great importance especially to organizational management. Through these characteristics introduced by Weber, the individual seeking to construct an organization could model a practical structure of governance and management. Furthermore, it is also helpful to people who wants to restructure the framework of their organization. It is interesting to note that the author explains his thoughts in a very effective and comprehensive technique through the use of comparison.He compares his image of a bureaucratic organization with those organizations of ancient history including patrimonialism (cited in Shafritz, 2005). Through this effort, the author convincingly illustrates the advantages of burea ucracy without even explicitly stating them. As a whole, the concept of bureaucracy was very impressive since it offers an efficient structure of organizational management. Furthermore, Weber’s explanation of principles both in public office and private economic organizations makes it more even appealing.Nevertheless, readers would also sense an ideal concept of bureaucracy that eventually will make them wonder if such ideal principles are actually realistic in nature. Yet again, in real world organizations, these principles are useful and applicable; applicable in a sense that, bureaucratic organizations should really have a set of rules and duties as well as rights and privileges for officials. Weber’s bureaucracy is a typical yet practical structural model of bureaucratic organizations.Its significance lies in its extensive application for budding organizations and reformation of existing organizations. In the real world, useful tips such as these should be taken in to account in creating positions in office. By doing so, the organization becomes more systematized and effective. Thus, generating a clear set of goals and a straightforward means of achieving these goals which is what an organization is all about. Reference Shafritz, J. Ott, J. S. & Jang, Y. S. (2005). Organization Theory. 6th Ed. USA: Cengage Learning.

Marketing Communications-Muji

MKTG1266 Marketing Communications _______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) Table of Contents 1. Situation Analysis 1. 1. 1. 2. 1. 3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4.Category Need Brand Awareness Brand Attitude Brand Purchase Intention 6. Cam paign Budget 7. Cam paign Target Audience 7. 1. 7. 2. 7. 3. Brand Loyalty Creative Targets Behavioural Sequence Model 8. Creative Strategy 9. M edia Strategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. Appendix 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for Generation Y (B) Media Schedule/Plan (C) Media Budget 13. 4. (D) Storyboard #1 and #2 for TV Advertisements 13. 5. (E) Sample of Print Advertisements 13. 6. (F) Sample of Microsite for Meiji’s Yoghurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial †¢ Net sales for the past three years (FY 2008 to FY 2010) fluctuating due to the economic crisis in 2009 and the Japan disaster (in million): ? 711,394, ? 704,999, ? 708,142    †¢ †¢ Adopts a sustainable profit distribution policy to shareholders (MEIJI, 2011). Return on equity for the past three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical †¢ †¢ Many plants in Asia: Japan (several) Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011).Distribution vehicles that have been modified to ensure that the products are safely delivered (MEIJI, 2011). †¢ †¢ Materials are sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop appealing products that are tasty and healt hy to its consumers (MEIJI, 2011) †¢ A comprehensive in-house quality control system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their products (MEIJI, 2011). Reputation †¢ Acquired top brand position, from its imports of milk and yoghurt products in Singapore (Bangkok Post, 2012).Human Resource †¢ †¢ An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the group’s approach in building brand power and achieving continuous growth in corporate value (FBR, 2010). Technological 3 1. 2. External Analysis Political: †¢ Local broadcast market monopolised: MediaCorp is the largest and only media broadcaster (MediaCorp, 2012) so the content of the advertisements need to follow the requirements/practices set by the company. Government support: encourages research and development (R&D) to develop tools and customised applications that engage consumers (Singap ore Media Fusion, 2010). †¢ The government and its laws: companies pressured to be more socially responsible (Cihangir, 2008). Thus, when conceptualising advertising campaigns, the organisation should be careful about using taboo or sensitive topics. Economical: †¢ Recession: companies identify marketing activities as a cost, rather than an investment so marketing budget are usually the first to get trimmed down (Fader, 2008).Meiji should not adopt this view as research shows that companies who continue to advertise during such times perform better in the long run (McGraw-Hill, 1986). †¢ Cost-effective advertising during recession: cost of advertising is relatively cheaper since many companies are holding back (Billetts, 2009) as such media channels are more willing to reduce their prices. Companies can further benefit from this as they can finally break through the clutter, with lesser advertisements available in the marketplace. Healthy economy equates to stiff comp etition: companies are fighting for a slice of the market share so they spend more money on advertising. This results in lesser advertising space available and creates a dense marketing atmosphere thus tiring and irritating the consumers. Social: †¢ Increasing popularity of social networking sites: penetration rates for Facebook and Twitter are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so connected that their families, friends and other personal details in the real world can be found in the virtual world. †¢ Diverse race and religion background in Singapore: important that the advertising materials are mindful of the diversity. Consumers spend more time online than ever: internet usage averaging 10. 5 hours in Singapore (Internet World Stats, 2011), to reach them and stay competitive, it is important for Meiji to have a strong presence on the social web. †¢ Consumers are more favourab le towards green-marketing: they want to associate themselves with companies that are environmentally-friendly. As such, it is important that Meiji communicates its belief in protecting the environment through its practices. Consumers adopting a more socially and environmentally conscious behaviour: cause-related marketing can boost company’s public image (Alden Keene and Associates, 2007), helps to differentiate the company from their competitors and encourages customer loyalty. Meiji can communicate and inform consumers about their CSR practices to take advantage of this point Technological: †¢ Technology is constantly evolving: highlights importance for companies to ‘be on their toes’ with regards to technological changes (Bearden, n. d. ).Today, when communicating with consumers, companies have to look out for both traditional and new media in order to effectively. †¢ Benefits of technology: integrating technology into marketing efforts help to redu ce costs and increase efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to reach a larger group of audience instead of relying on traditional forms (eg: POP display). †¢ Shift of budget dollars: rising trend of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not neglect its traditional media.Instead, they may want to include URLs or QR codes in its traditional advertising. 5 †¢ Integration of Singapore’s media: all of Singapore’s media integrated together (ie: MediaCorp’s TV, radio, newspaper and website advertising channels), companies can benefit from the presence of these media channel Legal: †¢ †¢ Advertisers’ creativity is restricted due to strict regulations in the local advertising scene (ZDnet Asia, 2011). Consider intellectual property issues when designing communications materials (WIPO, 2005).In the case of using com petitors for comparisons, advertisers have to be weary of trade defamation (Intellectual Property, 2010). †¢ With the Singapore Code of Advertising Practice in place, advertisers should note that the content of the marketing campaign must not subvert values of the society (CASE, 2008). Environmental: †¢ Increased popularity of green marketing: more companies adopting environmentally-friendly image but, due to rise in â€Å"greenwashing† (false claims from companies) consumers are wary of such claims (Spors, 2011).Meiji can counter this by demonstrating their green practices through their website to gain consumers’ trust †¢ Green practice is now the â€Å"in† thing: highlights attractiveness of broadcast and social media since they do not contribute to any waste; unlike traditional media, which involves printing and distribution of resources †¢ Truthfulness in eco-friendly image: companies have received severe backlash from claims that were fo und to be misleading and untruthful (Ottman, 2011). This will eventually tarnish the brand of the companies.This again highlights the importance of truthfulness so Meiji needs to take this into consideration. †¢ Social media users highly conscious about social and environmental issues: good news to companies as these consumers are more prone to rewarding responsible companies (Buhner, 2011). This further proves the importance of adoption of environmentally and socially friendly methods in the running of the business and their advertising method. 6 1. 3. SWOT Analysis Strength †¢ Japanese brand so consumers likely to †¢ form favourable impressions of Meiji, associating good quality to their †¢ in products (Maheswaran, 2006). A leading manufacturer in dairy products probiotic †¢ that specialises dairy products brands Weakness Meiji faces competition from other diary with bigger market share (Euromonitor International, 2011). While competing brands are developi ng their yoghurt products with more exotic brands and benefits and to cater in to their consumers’ changing taste, Meiji lacks diversification yoghurt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed brand awareness of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can †¢ leverage on established brand image †¢ Meiji is amongst the top five leading brands in the Yoghurt and Sour Milk industry in Singapore (Euromonitor International, 2011). †¢ Meiji’s product offerings perceived as a functional food and a healthier snack or dessert choice by consumers (Scientist Live, n. d. ). †¢ Comprehensive quality control system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). †¢ Involved in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meiji at a disadvantage.There are limited forms of marketing communications strategy used by Meiji (Singapore). For instance, the official website does not show the yoghurt products that they have to offer. creating a positive brand image for the company, as consumers today, are becoming more interested in CSR activities. 7 †¢ Opportunity Singaporeans are becoming †¢ Threats Food product safety has been a huge threat in the food industry, especially since the milk contamination problem in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is important that Meiji ensures the highest food safety practices to prevent damages in its brand image and lose the trust of its faithful increasingly health conscious (The Nielsen Company, 2009). They are seeking a healthier lifestyle but their habit of snacking still exists (Nutrition Singapore, 2007). These two factors provide an opportunity for Meiji yoghurt as it is a healthy snack. †¢ As mentioned previously, consumers are getting more ethically and environmentally awar e, and have a †¢ tendency to purchase from companies that are conscious of these factors too (Spors, 2011)!As Meiji practices CSR (MEIJI, 2011), by maximising this emotional factor in consumers, we can †¢ further appeal ourselves to them. †¢ Yoghurt has managed to revitalise itself in the market, and insiders say it will continue to do so. This is due to the innovation opportunities brought about by the different combination of fruits and flavours, and the content of it, such as low fat, low sugar etc (Decker, 2009). †¢ customers. A shift in demand in the dairy products (ie milk and yoghurt) that are low priced have resulted in price wars and an increase in promotion expenses (MEIJI, 2011).Huge availability of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These general substitutes are different in their taste and consumers, especially due to the sweet factor in these snacks. However, the winning factor for is that Meiji’s yoghurt s are offering consumers the best of both worlds – a healthy and delicious in every cup of Meiji’s yoghurt. Now who says you cannot have your cake and eat it too! Rising cost of raw materials due to fluctuations in supply and demand, natural disasters etc have affected the production cost. 8 2.Market Problem/Opportunity There are two trends evident in Singapore according to two separate studies: †¢ †¢ Growing trend of healthy eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a healthier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting point to note is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with global sales exceeding $9. billion (Freshandhealthybrands. com, 2012). In Singapo re specifically, yoghurt and sour milk drinks have grown in popularity, with yoghurt increasing in popularity thanks to the yoghurt cafes that have sprung recently. This has led to an increased awareness of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of – the adoption of healthy living and Singaporean’s habit of snacking. Meiji yoghurt fits perfectly into the picture as it is a snack that is not only healthy, but delicious too!We can leverage on this opportunity to inform the consumers that it is not necessary for them to remove snacks/desserts from their meals completely; instead we have the perfect replacement: a cup of healthy and tasty Meiji yoghurt that comes in strawberry, mixed berries, aloe vera, nata de coco and mango! 3. Marketing Objectives From 2004 to 2009, Singapore’s yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011) . In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing objective are as follows: 9 †¢ †¢ †¢ †¢ Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and knowledge of product and brand by 20% Establish a 30% change in the perception of yoghurt among target audience 4. Positioning We positioned Meiji and its competitors against their percentage of brand shares obtained in 2010, and their current product offerings.Although Marigold, Yoplait and Meiji has fewer varieties (ranging between four to six flavours), they have higher brand shares, as compared to Nestle with as much as 11 different flavours. This could be due to Nestle’s relatively new entrance into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to strengthen their brand to p revent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising campaign, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The team aims to achieve these objectives through our Integrated Marketing Communications Plan: †¢ Primary objective: To change consumers’ perception of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to bad tasting food (The News Herald, 2012), to accepting yoghurt as a healthy and delicious alternatives to snack †¢ Secondary objective: To increase consumer’s awareness and knowledge of the product and brand name, in this case being Meiji’s yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desired target audience, the team has established a category need for each target group: 1) 15 to 25 year olds that do not eat yoghurt: this particula r segment seeks a healthy lifestyle but they still want their sweet tooth to be fulfilled. A gap between their desired state and their actual state exists so we aim to fulfil it by convincing them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not great!It is a perfect substitute that gives them the same delight they get from eating other snacks, but without the same unhealthy content. 2) 26 to 35 year olds that seek convenient snacks: with Singapore’s workforce having a reputation of clocking in the most hours at work in the world (International Labour Organisation, 2010), many forgo having lunch as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage; by reminding consumers that Meiji exists as a convenient and healthy snack that can b e purchased anywhere and be eaten anytime (as long it is kept refrigerated). 11 5. 2. Brand Awareness Brand awareness is important for many reasons: it enables the brand to be in the consideration set, create sales, determines one’s purchase decision and formation of brand image. This is especially important for fast moving consumer goods as consumers spend little to no effort in information search due to the low involvement nature of the product (Pitta & Katsanis, 1995).The team hopes to establish a long-term brand awareness of Meiji’s Yoghurt through a two-stage process: †¢ First stage: creating brand recognition by informing consumers of the benefits of Meiji’s yoghurt and differentiating ourselves (Morebusiness. com, 2006). This will be done through our television advertisements, which may result in them leaning towards our product as their product choice when they visit their nearest store to choose between the many different brands offered.This is due to the sheer exposure of our advertising that prompts them to think about Meiji when given a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the positive effect of our marketing effort. †¢ Second stage: establish brand recall by building strong brand equity so that consumers are able to recall Meiji’s brand without aid. This will be done through PR, as people believe other consumers more than advertisements (Nielsen, 2009), and through viral marketing, which helps create excitement about the brand.By successfully achieving top-of-mind-awareness, consumers will think of Meiji each time the urge for snacking will arise. 5. 3. Brand Attitude Brand image has been defined as â€Å"perceptions about a brand by the brand’s association in consumer’s mind† by Keller (1993). To create a good brand image, positive associations to the brands must be created. There are three dimensions to associations: attributes, benefits and attitude ; and these associations have to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram below: 12 5. 4.Brand Purchase Intention The team propose to use â€Å"Liking† under Robert Cialdini’s Six Rules of Influence (1993) to motivate purchase intention as consumers are more likely to purchase from a brand that they like. We aim to make Meiji yoghurt, a fast moving consumer good that is typically a low-involvement purchase, an interesting product through our television advertisements, viral marketing and PR efforts. These efforts will illustrate how Meiji’s yoghurt is more than just a typical snack. 13 6. Campaign Budget Objective and task budgeting is being used in campaign budget so as to achieve the Meiji’s desirable market share of 5. 2%.Meiji had to accomplish two communicating objectives which are: a 30% change in the target audiences’ perception of yoghurt being an inexpensive and healthy yet delicious snac k and increase target audiences’ awareness and knowledge of the product and brand name by 20%. Reflecting on the communication objective of Meiji, the decided amount that is going to be invested in the advertising campaign will be approximately $1 million (calculations available in Appendix C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target Audience For a marketing communication campaign to be successful, the company need to identify their target audience clearly. The campaign will be targeting two demographic groups. Primary Target Audience Demographic Psychographic †¢ Male and female aged †¢ Health-conscious 15-25 (students) †¢ Enjoys quality, tasty, healthy food †¢ Male and female aged †¢ Time-deprived 26-35 (working adults) †¢ Like to try new things †¢ Actively involved in social media Geographic Be havioral †¢ Everyone in Singapore †¢ Increasing involvement in family purchases †¢ Buy product based on convenience †¢ Less brand loyalty 7. . Brand Loyalty The first target audience will be new category users aged between 15 to 25 years old, who have not tried eating yoghurt. The second group of target audience will be working adults that are between 26 and 35 years old. They are favorable brand switchers that occasionally buy Meiji Yoghurt but don’t have a specific brand that they are loyal to. Majority of these people falls mostly within Generation Y. 14 Characteristics of Generation Y †¢ †¢ †¢ †¢ †¢ Less Brand Loyal Style Conscious Technology Wise Highly Involved in Social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, continued awareness and most importantly, inc rease consumers satisfaction thus encouraging repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One activity to encourage and persuade them to purchase would be sales promotion (Krishamurthi & Raj, 1991). After that, continued engagement with these consumers will potentially convert them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it will attract the attention of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likelihood of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets – Sales personnel, friends, family members – Opinion leaders (famous online Influencer bloggers), friends, family members Initiator Decider Purchaser – Target audience themselves, family members – Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt â€Å"Creamier.Fruitier. Amazingly aMEIJI-ng† User – Target audience themselves 7. 3. Behavioural Sequence Model What (Decision Need Arousal Stages) Oneself, Sales Who Promoters, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/ex posure to advertisement Information Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between friends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, Anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, Feel like Snacking, When cravings arise Free samples, brand recall, cravings, How friends/family etc, Word of Mouth (Decision realization of intrinsic Process) needs (importance of being healthy, going on a diet etc)Cravings, Habitual purchase (when stock run low) To satisfy need, to satisfy oneself, to enjoy the product 16 8. Creative Strategy Central Theme: Each creative message features our Meiji yoghurt mascot. Our advertisements show situations in which our target audience encounters every day, where they are faced with issues such as not having enough time and health-related issues. However, the advertisements will illustrate the role of Meiji’s yoghurt; by simply adding it in their lives, they will have reasons to smile. We want to illustrate how Meiji’s yoghurt, by being â€Å"Creamier.Fruitier. Amazingly a-MEIJI-ng†, it is a simple, inexpensive way to get through any good or bad days! Appeal Technique: The message will show how simple life’s pleasures can be. The advertisement will be realistic and appeal to the emotional side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meiji’s yoghurt inject fun, healthy and lively moments in their lives, and show them that the best of both world is served in a cup of Meiji’s yoghurt.Tone and Style: Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardiz ed and boring. We, on the other hand, want to show a genuine response that people can relate to! The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coincide with our image.For our print advertisement, it will feature bright, lively colours such as red, green, purple and yellow, to demonstrate our brand image. Tagline: â€Å"Creamier. Fruitier. Amazingly a-MEIJI-ng†. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our secondary objective in heightening brand awareness and knowledge towards Meiji’s yoghurt.Primary Medium: Television Advertising Vehicle #1: Mediacorp Channel 5 Vehicle #2: Mediacorp Channel 8 Details: †¢ †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 19:00 – 22:00 (Prime Time, Daily) Reach: 60% of Target Audience Frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for remaining months By using television advertising as our primary medium of communication, we want to convey our message to the mass audience – not merely our target audience, but impacting those who have a role in deciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be based on the locations (ie: where) and likelihood of occurrence identified in the BSM. Therefore, when consumers encounter a similar situation they will subconsciously recognise the advertisement they’ve seen and connect with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencie s. Examples of our storyboard can be found in Appendix D. 8 Our plan is arranged such that there is more frequent exposure in the initial months to establish a level of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media: †¢ Point-of-Purchase (POP) Advertising Vehicle #3: In-store Media (eg: shelf talker) Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Contents of POP display similar to other print advertisements Reach: 35% of Target Audience Frequency: Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg: NTUC, Cold Storage) with two intentions: firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meiji’s yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf adjacent to the product (Koekemoer & Bird, 2004 ). With the POP display, we aim to draw the attention of shopper’s to our product. According to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulating a consumer’s need for Meiji’s yoghurt up to the final stage of his/her purchase decision. †¢ Internet Advertising (Website) Vehicle #4: Creating a Microsite for Meiji’s Yoghurt Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Reach: 70% of Target Audience Frequency: Throughout the campaign Content: Different Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to find out more about their yoghurt, which is lacking in their official website. From the BSM, we noticed h ow consumers normally obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include interactive features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactive application that allows consumers to ask questions.In doing so, we aim to change consumer’s perceptions towards yoghurt, creating a ‘fun’ persona. Meiji yoghurt’s microsite will be modelled after Cadbury’s, seeing how they’ve been very successful with developing microsite for various of their products: http://www. cremeegg. co. uk/, http://www. cadburymagicalelves. com/grotto. html An example of our microsite for Meiji’s yoghurt can be found in Appendix F. †¢ Newspaper Advertising Vehicle #5: Today Vehicle #6: myPaper (Wednesday – Lifestyle) Details: †¢ †¢ †¢ †¢ Full Colour Size of Advertisement: ? page Reach: 65% of Target Audience Frequency: 1X a week every monthMeiji’s yoghurt will be advertised in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can expect that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aims of maximising our media coverage and indirectly, increasing the frequency or intensity of cravings (eg: when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle #7: Shape Vehicle #8: Seventeen Vehicle #9: Her World Vehicle #10: Men’s Health Details: †¢ †¢ †¢ Size of Advertisement: Full Page Reach: 70% of Target Audience Frequency: 6X over a period of 12 months The team has shortlisted four magazines to feature our print advertisements, as they are target audience specific. The magazines include Shape (for the health conscious), Seventeen (for the younger generation), Her World and Men’s Health (for the working adults), which will be used to advertise our print media every alternate month throughout the year.According to AsiaOne (2010), readership in magazines continue to increase, like Her World’s 246,000 or Men’s Health’s 114,000 readers. This will help achieve our objective in establishing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and eventually create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, purchaser or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented i n Appendix B. 1 10. Other IMC Activities Meiji will be using the following additional techniques to co-ordinate with the other communication mix elements. These activities will complement our primary medium and further enhance consumers’ brand awareness towards Meiji. Quick Response Codes: A survey by TNS revealed that 72% of Singaporeans are using smartphones, the world’s third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing numbers of smartphone users, resulting in the emerging trend of using Quick Response Codes as a marketing tool.It will be embedded into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain instant access to great amount information such as current promotions and events, directing them to company’s website, Facebook, Twitter, youtube pag e, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances experience (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by giving incentive for their consumer, which could help in strengthening the relationship between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These could be conveyed through printed advertisements in newspaper and magazine, QR codes and mobile coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will last for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public Relations Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be sending out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), company’s recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Men’s Health) for coverage.Public relations is a good and cost-effective way to advertise a product or brand as news and stories featured are seen to be more credible to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and misrepresentation may also occur. Viral Marketing Word-of-mouth is a powerful marketing tool as consumers usually trust friends and family members above experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our compan y will create an online campaign to generate buzz and excitement. Creative videos will be posted on Meiji's YouTube channel and embedded onto the company's website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of Meiji yoghurt. It is important that we evaluate and measure the effectiveness of the media vehicles.In the given of 12 months period, the team will carry out a pre-testing evaluation method to determine whether we have achieved the objectives (Ramjee, 2009). Using this method, the company can compare the before and after effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. †¢ Sales promotion Pre- and post-test analysis of shelf space given by the retailer: reflect the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion †¢ Television advertisementPre, during and post evaluation of advertisements: carried out through surveys by examining consumers’ perceptions of the advertisement and brand and the awareness level of the Meiji yoghurt (Neuez, 2003). Any shortcomings highlighted can be amended quickly to increase the effectiveness of the advertisements. Television advertisement ratings and awards: able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising Hall of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis: Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljen wall, 2004). 24 †¢ Print advertisement 1. Ask customers: find out if they know the brand and how how they learn about the brand and product on a regular basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the â€Å"right† media vehicle. . 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Retrieved March 13, 2012, from http://www. zdnetasia. com/blogs/asia-cannot-be-the-nextsilicon-valley-62303254. tm 31 13. Appendix A: Model of Brand Loyalty for Generation Y 32 Appendix B: Media Sc hedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public Relations (Mind Your Body) Seventeen / 6 months Men’s Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X May 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X Sep 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X