Communication

The print ad was slapstick and only located on their blob, but blew up Like wild fire. People rewetted their post on Twitter, and before I knew It, every social network I had was buzzing with the news. About the consumers that this advertisement targets. Determine how the ad is using these perceived assumptions to evoke a consumer response. In my many years of graphic design and advertising experience, I have learned that sometimes less is more. For this particular business they pride themselves on being different, taking different approaches but staying modest at the same time.

Being part of their community as much as possible and supporting local fashion shows, new up and coming underground artists, hosting events at their store. This two-brother management team knows how to stay true to their brand by exposing themselves in subtle ways and building long lasting sincere relationships. The one thing all Pittsburgh people have in common is the fact they are all die hard sports fanatics. What better way to bring a community together, than by using the symbolic Pittsburgh area code, in the black and gold color way.

James Neal is in the public eye on and off the ice but has become an iconic Pittsburgh Penguin hockey player. The collaboration of the hockey player and Superheroes was no gamble for success. The ad was released last year before the playoffs and every sports fan whether or not they were a dedicated consumer, instantly became interested in the little store named Superheroes. “Consumers are becoming so savvy that tillers simply can’t settle for anything less than perfection in all aspects of the business. The onus is on companies to give consumers what they want and deserve.

Technology and culture have aligned to create a perfect opportunity for consumers to drive a new era in retail, one in which they have the chance to support brands that they believe in. Companies that have heart can rise to the top. ” (Winthrop, fascinations. Com) 3. Determine at least one (1) consumer group that the ad excludes, and provide a rationale for why the ad would not appeal to the group(s) that you have identified. Anyone not a Pittsburgh sports fan and/or from the city of Pittsburgh wouldn’t know the meaning behind the number on the shirt. Consumer groups often include hundreds or thousands of members, often connected via the Internet, that share common concerns about a marketplace. ” (http://smelliness’s. Chronic. Com) However, when a successful product is introduced to the sport market, this opens a whole new window of opportunity. Sports Teams and large retailers could eventually buy a small company like itself out, giving everyone in the nation an opportunity to arches a logo tee by placing it in the lime light. 4.

Evaluate this advertisement and its relationship with cultural values (I. E. : determine if the ad is designed to emphasize a set of values or if it is designed to change a cultural value in society). The ad is emphasizing Pittsburgh cultural values by creatively intertwining two resources that support and represent their city. “When you communicate across a multicultural work force, it’s important to respect each other. You have to be very sensitive to difference and then you will get better exults. I like to talk with images.

Background

Petronas as the biggest company in Malaysia are well known to Malaysian people and when we mention about Petronas, normally people will think about petroleum, refineries, KLCC and many more products of Petronas. There are many advertisements involving Petronas in the market, such are LPG gas advertisement, Petronas petroleum fuel, Petronas Grand Prix and Formula 1. There are many advertisements to promoting the products of Petronas instead of branding.

On the other hand, Petronas also did the contribution due their social corporate work whereby they have done a good social work with giving interesting short video clip on the commercial advertisement on the television. There are many commercial advertisements that have done by Petronas on the television and they make the advertisement as a compulsory to them and will come out during the certain period of celebrations in Malaysia for example on Hari Raya day, National day and other national celebration.

There are also many social advertisements released by the other big company like Petronas such as Tenaga Nasional Berhad (TNB), PROTON, and Telekom Malaysia Berhad (TM). However, Petronas’ advertisements are more attractive and succeed to give an impact to the audiences. Its shows that advertisements are really creative and succeed to touch the people heart who are watching on it. One of the advertisement from Petronas that caught my interest was the advertisement about “ Burung Murai”. This advertisement was released during Hari Raya celebration period on 2007.

The Strengths

General Petronas advertisements always been watching by the audience and there already have a trust on the Petronas’ advertisement. Petronas has succeed to put on the audience minds that their advertisements are unique from the other with clear story line, attractive ways of presenting the idea, and touched the heart with the feelings of emotion. Petronas always come out with new idea and do not lack of interesting ideas. The idea was fresh and suit on environment makes them acceptable to any background of audience.

Consistent with their advertisements and never missed to come out with new advertisement in every single celebration in Malaysia makes their advertisements are wanted for their audience to see the new one. Focused on moral values instead of promoting the products makes the messages on the moral values are delivered to audience. The messages is clear and easy to understand.

References

1. http://www. petronas. com. my/internet/corp/centralrep2. nsf/frameset_corp? OpenFrameset
2. http://www. kujie2. com/perayaan/iklan-raya-petronas-yang-mana-paling-best. html

The first thing that comes to my attention in the advertisement I have found is the large picture, which surrounds the whole page. The advertisement focuses on an electric powered vacuum called the Bissell Magic Broom. There is an old lady posing along with this vacuum and smiling happily! The colour scheme of the page is quite dull and dead. The photograph looks to be shot in this old lady’s house. There is green carpet, white painted walls and also a plant. The carpet looks perfectly clean to show how good this vacuum actually is. On the top right corner there is a big bright red box with the words “Warning! Beware of imitations. Look for the Bissell name.”

This is a great line for the selling of this product as of the scheme and layout of the box. The entire of this advertisement, including the text box, price and coupons but to name a few, are all cantered around the large picture. The moment my eye caught this advertisement I knew automatically which age group it was designed for. I think this advert is definitely aimed at old people. I know this as there is an old woman posing with this vacuum. By the looks of things in this advert, the lady is very effectual with the vacuum and the results it has produced- a shining clean carpet! According to this advert, this product is also designed for children to use too as it says in the second paragraph down. It even gives a little picture of how the handgrip can be shaped for the most comfort.

This vacuum comes at a special price of  19.95. The company obviously want this price to stand out, as there is a big red circle around it and with the words above it saying, “No other vac compares at only…” But then if we look closer we will see in small print the text “+ 3.95 p&p” We are not supposed to see this phrase and that is why it has been lowered to a tiny font size. This is basically called commercialisation techniques and we are tricked into thinking that this is the full price.

Directly below the text section, there is a box offering the chance for a 30 day no risk free home trial. If we find the results coming from the product insufficient, then we can send it back for a full refund with included the postage and packing too. Adjacent to this text is a coupon, which holds an area for name, address, credit card number and signature etc. The company provide functions of Master Card and Visa. Right at the bottom of this coupon, there is another extremely minute small print. This small section talks about how it can take up to 28 days for all deliveries to be dispatched. There are no special gifts involved in this advert but only the chance to send away for a free home trial for 30 days.

The main headline is at the top of the page and is the words “Bissell Magic Broom, electric powered vac” This headline is surrounded in a blue background and in a white writing font. There is also a little ‘?’ symbol after the word ‘Bissell’. This headline is a statement. There is quite an amount of sub headlines too. Below the headline there is the phrase “At the age of almost 90 I only wish I’d discovered the Magic Broom years ago…” This is the phrase the old lady gives in the photo. But then directly after this, in big, bold, block capitals are the words “It’s magic compared to the old vac” This is the rest of the phrase coming for the old lady. Down the right-hand side of the advert are little text blurbs with people giving testimonials to this product.

This meant that each subsidiary was responsible for production, marketing, sales, and dilutions of their own products. Milliner felt that by allowing each subsidiary to be accountable for Its own performance would strengthen the overall company structure. Managers were able to develop their own marketing strategies to match their clients and region. By the mid-asses, Milliner fell into issues of cost, global brand expansion, and product release. With the current decentralization structure, Milliner determined that there was too much duplications, a lack of scales economies, and overall too high of costs.

In 1 996, Milliner set forth with a new structure strategy based on regional business groups. These groups were introduced in order to drive down operating costs and speed up the process of introducing and developing new products/brands. For example, Lever Europe (one of these regional business groups) would consolidate all detergents in Europe, which proved to reduce production costs and speed. With this new structure, new costs of transportation and storage would need to be taken into account. However, this new strategy did Identify costs, but also Increased uniform ranging In packaging and advertising for unlived.

With this change. Statistics suggest Milliner saved an estimated $400 million a year from just this change in the European detergent structure. By 2000, Milliner was still a step behind the competition. Milliner decided to cut brands and develop more centralized or global divisions. The development of the food division and home & personal care division allowed a global branding focus and unification. Not losing the importance of Individual preferences and differences, Milliner added region business as headquarters of a larger area.

In the mid-asses, Milliner was attempting to build a unified brand, reduce production costs, and eliminate production lag time by introducing a new structure based on regional business groups. Milliner needed to change from Its previous decentralized business model because It would not keep up with a rapidly changing competitive market environment. Success from competitors such as Nestle and Procter &amp: Gamble allowed Milliner to see their faults. Duplication in manufacturing, lack of scale economies, and overall high costs left Milliner behind its competition.

For example, with 17 different European operations it would take four to five years togged all 17 groups to launch/adopt a new product. This significant lag time left Milliner behind and struggling to develop any market share for its product. For these four to five years, competitors were rolling out different variations of these structure was a number of divisions focused on a different but specific category of products. These groups coordinated the activities of national subsidiaries to decrease costs and increase the speed of development, production, and implementation.

By doing so, individual subsidiary companies let go of autonomy to execute a unified Milliner strategy. One key aspect was the decrease in production costs. Jeans (2011) helps to expand our view on the total cost of production that Milliner was initially battling from 17 different groups. Total cost includes: setup cost for production, reordering and processing costs, quality costs from lack of quality and product defects, product shortage costs, material costs, and carrying costs Nonage, 2011). All of these costs, multiplied by 17, were hurting the bottom line for Milliner n Europe alone.

The new structure identified this and cut manufacturing from ten plants down to one or two. This eliminated the size of the many discussed costs and allowed product sizing and packaging to generate uniform brand recognition. The movement toward this business group model saw big gains, as an estimated $400 million was saved in the European detergent operations alone. REFERENCES: Jeans, A. (2011). Economic production order quantity and quality. International journal Of production Research, 49(6), 1753-1783. Don. 1080/00207540903555528

Although Milliner saw financial success in its business group structure, it still lagged behind its main competitors. This structure failed to answer all of Milliner’s issues by remaining to different organizational and too expansive in its product mix. To answer these issues, Milliner changed its model again toward a global structure. In some ways even with the business group structure, Milliner was still dealing with 17 different subsidiaries in Europe and various amounts in different countries around the world. There was no global division that stressed/organized similarity across the lobe.

From this, timing issues and brand reputation was unable to translate world- wide. Milliner acknowledged this fact by the early asses and developed two global product divisions: food and home ; personal care. These were developed to centralize their company and vision. The second issue was Milliner’s over extensive brands. With over 1,600 different brands it was difficult and costly to be competitive in any one certain area. They needed to think about quality over quantity in order to focus efforts on developing, manufacturing, and marketing for their most profitable brands.

Phase 4 DB & Brief on Phase 5 IP Chapters 7, 8, 9, 17 & 18 This task is an important first step to the Phase 5 IP. The phase 5 IP is your final task for the class and will incorporate aspects of several of your other tasks. Phase 5 IP OVERVIEW This task has several parts that are designed to create one complete and comprehensive opinion of your chosen company. Further it is an examination of any global opportunities the company may have and what issues might come up as a result of expanding globally. The project will have 5 parts: I.

Executive Summary II. Current State of the Company III. Change IV. Implementation Program V. Future Opportunities Based on what you have done to date you should be able to complete the Executive Summary and the Current state of the company for the Phase 5IP as part of your 4 DB. The executive summary includes: * Create an executive summary about the current state of your company. Include the following information: * Overview of the company including size and revenue * Leadership team * Mission statement * Business ethics and social responsibility

The current state of the company should include: * Product mix * Current financial state * SWOT Analysis components All of which you have already talked about. Remember this is just an outline so you do not need to create a cohesive flowing story. This is designed to help you create the order under each section that you will talk about the issues. Now I would try to have as complete of an executive summary and current state of the company as possible at this point in time. The rest of the Phase 4 DB document will be much more generic and less defined as hey will incorporate issues you will be dealing with this week and next week. Review on your own the sections of the Phase 5 IP prior to doing the Phase 4 DB and begin to gather some information regarding Change, Global issues and future opportunities for the company. Part 3 will be dealt with in your Phase 4 IP we will be discussing on Wednesday. Also begin to look at global issue such as culture and norms of other parts of the world and try to begin to make the connection as to how these issues will effect the company and the way they do business. Going Global

In today’s business environment with global expansions it is important for organizations to take a different approach with their employees. Today’s business is made up of people from all walks of life and from all corners of the globe. It is very important for multi-national companies to understand cross culture issues and even more important is the training and development of its workforce. For our discussion regarding global issues we will focus on the people factor rather than that of legal and economic issues that are far more obvious and understood.

The people issues are what is usually overlooked. In our discussion we will explore communication issues, look and explore an analysis of Hofstede measures and translate that to some management style conclusions. Communication comes in many forms through body language, facial expressions, hand signals as well as written and spoken. Each culture interpretation of facial, body and hand signs is different from one country to another. It is very important to learn what forms of communication can become disastrous.

Some cultures also see the way you dress as communicating who you are or where you are such as in statues. Some cultures giving gifts is a must from just a simple invitation to dinner. Approaching business in any country, other than the county of origin, can be problematic at best and disastrous at worst for companies that do not do their research into the culture of the desired country. “Culture is simply the set of values, attitudes, and beliefs shared by such a group, which sets the standards of behavior required for continued acceptance and successful participation in that group. (Scarborough, Jack, 1998) It is normal to seek out individuals or in this case companies that know the culture and norms of a country to learn from, much like a child learns of acceptable norms from a parent or some other authority figure. In this way a company might gain some insight into the common values, attitudes, and beliefs of the country in question. Although research in this way is necessary, the following discussion revolves around recommending business approaches by drawing conclusions from Hofstede Measures.

It is important to understand that the goal of a company is to develop a stereotype for the society in question. While this word has a stigma attached to it, it simply means properly and accurately characterizing one group of people as being different from another. In this way a company can begin to identify the cultures core values, attitudes, and beliefs. Regressing for a moment, it is at this time that the company should look for a “mentor” of sorts to research in order to better identify those parts of the population that my not necessarily conform to these stereotypical norms.

This added step will help the company to differentiate between conforming to cultural norms and embracing the underlying values. A prime example of the difference is located here in the United States. One could argue that a cultural norm in the United States is that the population is Protestant Christian of course we that live here know this not to be true the country is comprised of virtually all manor of religious beliefs, however by and large the Protestant Christian work ethic and business values are what is commonly embraced by the successful business person, regardless of their religion or background (Scarborough, Jack, 1998).

These core values are at the hart of what defines a population’s expectation with regard to all aspects of business and personal life. Although there are several aspects to core values that are required to be questioned one question must be the first from a marketing standpoint. This question is weather the culture is high-content communicators or high-context communicators. Western life business is generally high-content or very precise written and documented communication. This is due to the fact that usually in western life there is a high degree of diversity amongst the population.

With high-context communication the people communicating must have a high degree of commonality in experiences and expectations. Research indicates that Middle Eastern and Asian countries have a high level of high-context communication which depends heavily on unspoken, implied communications through other means such as facial expressions and body language (Scarborough, Jack, 1998). The measurements of Geert Hofstede that are going to be examined are power distance, uncertainty avoidance, masculinity/femininity, individualism/ collectivism and long term orientation.

Power distance in a culture is the degree to which people accept unequal distribution of power. In high power distance societies people feel dependent on those in power and expect direction from them. It is important to understand this when choosing management styles because in a high power distance culture managers do not involve their subordinates in a decision making or group collaboration setting. In contrast if a manager takes this view in a low power distance culture they might be looked at as arrogant and with resentment.

Uncertainty avoidance is a measure of tolerance for ambiguity and the unfamiliar. The lower the score the more accepting of variety and opinions the society is. Oddly enough, as will be shown, the countries that are recommended have a significantly lower than average score in this regard but based on the ideology of the governing bodies in question one would not initially think this to be the case. This fact combined with some other facts will lead to an interesting theory that will be proposed later. Masculinity of the culture is the next measurement.

A masculine culture is interpreted as aggressive, decisive, and confrontational with well defined gender roles placing great value on achievement outside the home. While a feminine culture is more amiable placing great emphasis on harmony. This type of culture is more likely to have flexible gender roles and utilizes compromise and negotiation over conflict to resolve disputes. Individualism will be explored next. This score represents the level at which the population thinks of the individual over the collective or visa versa. The lower the score the greater the likelihood that decisions will be made in the best interest of the collective.

Finally Long Term Orientation refers to how engrained is tradition in the cultural norms. Hofstede Measures As the above scores indicate all three countries show an above average Power Distance rating. This insinuates that western style management practice of team opinions might not be advantageous. The employees will be looking for decisive leadership and direction from the management staff and will expect direct and structured instructions. As one would expect with a power distance rating significantly higher than average, the Uncertainty rating is significantly lower than average.

This indicates that the establishment will be more open to managers making decisions without consulting other authorities, leading to a potential for differing opinions on how situations should be handled. Earlier a theory was mentioned. It has been observed that the Asian cultures utilize more contextual communication rather than content oriented communication. Combined with the information from the figures above one might conclude that cultures having a high power distance and low uncertainty rating could be more likely to use contextual communication.

The reason for this potential relationship might be that the historical governing bodies combined with the seemingly uniformity of the population allows for the possibility that experiences and thought patterns amongst the population will be similar and therefore be less likely to make radically differing decisions; just food for thought. The final measurement is long-term orientation. As the numbers indicate China is drastically higher than average, India is moderately higher than average and Singapore is slightly lower than average.

The reason for this is simple, China has been closed for so long, India is very entrenched in religious issues and therefore has been somewhat closed while at the same time Singapore has specialized in import/export endeavors. China being the new kid on the block will somewhat detach themselves over time to some of there traditions as India has however unlike Singapore China is unique in that it is a gigantic consumer and will continue to play a substantial role in that regard and for this reason will not be required to disinherit their traditions in stead it will fall to the sellers to understand, if not embrace, their traditions.

In conclusion, all three countries require a strong management approach. Taking western style management of team play and group participation is not recommended, initially. I think given time this technique is and will be more productive, but not until the culture catches up with the times. It will be critical to pay close attention to the communication given and received; all three countries are context communicators not content like estern society. Management must be involved personally as well as professionally with the employees. This will improve company production and increase communication avenues between all parties involved. In short a clear chain of command, well structured with defined rules is required. The managers must be strong and independent, and the company should position itself to be community oriented.

Table of Contents Introduction & Scenario We have been given an assignment about Aer Lingus. Our task is to develop an integrated marketing communication campaign for Aer Lingus. The assignment should focus to deliver the following Objectives: “To revitalize the declining Aer Lingus brand in order to increase airline travel in the Irish market” Following Question shell been answer; Segmentation, targeting and positioning Strategy to be defined for the IMC Campaign. Advertising must be chosen with two other promotional tools.

Contemporary and Traditional promotional tools that you will use to achieve this objective and the rationale behind selecting these tools. You must discuss the relationship of the promotional tools selected to the hierarchy of Effects model. The media vehicles that you would select to effectively influence your target market. Linking Marketing Communication Tools to Response stages. When we chose our segment and target groups we tried to exploit Aer Lingus real position at the airline market. Aer Lingus position at the moment is between, low fare company Ryanair and BMI, SAS (Hoovers, 2010).

Younger people and students nearly almost chose Ryan Air because of the low price. In the last couple of years it has been showed that the competition from Ryanair is too tough for Aer Lingus. Aer Lingus Group Plc will stop trying to undercut larger Irish rival Ryanair Holdings Plc and offer enhancements including better food and faster check-in times to customers willing to pay more, according Rothwell & Fahy, 2010. Then you have the older people, who have more money. For the most they choose airlines that can offer them even better standards and services.

They may also have families and choose different alternatives. That’s why we chose two target groups between 24-35 years. They work, have an income and come from the same generation. They fit into Aer Lingus concept to offer very good service at a smart price, according The Post, 2007. Our goals with the campaign will be: {draw:frame} Our campaign is more about to establish Aer Lingus as a brand and to show the benefits derived from their products. To make people think and feel about the company in a good way. In a long term view we think that these measures will increase all areas of Aer Lingus business. . 2 Aer Lingus Aer Lingus was founded by the Irish government in April 1936. They are the second biggest Airline Company in Ireland after their main competitors Ryan Air. The headquarter is based in Dublin Airport and they are serving Europe, Northern Africa and North America. Aer Lingus is a Low Fare Airline company, but according to themselves, they offer better service and more comfortable travelling. Their main competitors besides Ryan Air are BMI, Easy Jet and City Jet. The last two are also Low Fare Airline Companies (Aer Lingus limited. 2001-2009).

Question 1 2. 1 Segmentation and Target Group “_Marketing segmentation and the identification of a target group is a very important step in a business opportunity analysis. With the tough competition that exists today, business cannot reach everyone. A more focused and audience- centered approach is necessary. A market can be segmented in many ways, and the segmentation will change when costumers reason for purchase change”. (Wright, R. 2000). _ According to us, Aer Lingus most central issue today is that they are relatively unknown at the market.

They need to separate from the other airlines and focus on their own segment and target group and communicate right to them. People do not know what the company stand for today. Aer Lingus business concept is to offer cheep flights but still keep good standard and service. Aer Lingus is not a very well- established brand today and the industry for flight is broad. That`s why we have chosen a broad segment; people in the age 24-35. They are working and have a steady income. Our segment is from the same generation; they bond together, think in the same way and have similar experience from life.

This makes it much easier to reach them and influence them. Our concept will be to attract the chosen target groups. We have chosen two target groups to focus on. *Profile Target Group/Customer* 1: Age: 23-30 Income: 15 000- 25 000 Gender: Male/ Female Profession: Workers Education: Uneducated and Low Educated Family Size: Family of two or three Homeowner: Apartment Marital Status: Not married *Profile Target Group/Customer* 2: Age: 31-35 Income: 26 000- 38 000 Gender: Male/ Female Profession: Workers or people who are in the beginning of their careers Education: Uneducated or Low Educated

Family Size: Family of three or four Homeowner: Yes (House) Marital Status: Yes/ No Our target groups are in the same generation, have the same interest and think similar. The reason why we have chosen two types of target customers is because when people reach their early thirties, their perspective of life can somewhat change. They might have children and get promoted in their careers. We believe that our target groups are the kind of people who are willing to pay extra, compared to Ryan Air, to get faster to their end destination and have a more smooth and comfortable flight with good service.

The fact that Aer Lingus fly to more central locations make the journey shorter and more comfortable. {text:list-item} Positioning can be made in different ways. The most effective way is to use one approach; otherwise the costumer can get confused. One common tactic is to contrast the company? s product against competitors_. (_Clow & Baack. 2010_). _We consider that the tactic who is defined above is one Aer Lingus can use. They should establish a position through showing the costumers that they have better service and quality that e. g.

Ryan air and that they are cheaper than e. g. SAS and BMI. 3. Question 2 3. 1 Promotional Tools 3. 1. 1 Advertising “_The essence of an integrated marketing communications program is designing messages that effectively reach the target audience. They are designed to change or shape attitudes. They should lead to some kind of short- or long- term action”. (Clow & Baack. 2010). _ When it comes to advertising we recommend that Aer Lingus choose communications objectives. It’s very important for both the company and our target groups that they decide and send out the right message.

Two types of advertising that will help Aer Lingus to succeed are Informative advertising and Persuasive advertising. Informative advertising will describe the product, available services and the benefits of Aer Lingus and it also build up the company’s image. The second one, Persuasive advertising will help Aer Lingus to build brand preferences and change customer’s perceptions of product attribute (Kotler, P. 2005). This advertising will suit Aer Lingus. We think that this type of advertising will not only give our target groups a clear picture about the product, but also the show the benefits by flying with Aer Lingus.

Another advantage for our customers is that this kind of advertising changes their view of Aer Lingus and hopefully give Aer Lingus better brand preferences. When it comes to message strategies we recommend Aer Lingus to use Cognitive Ads to fulfill their goals against their target customers. The two message strategies that will suit Aer Lingus best are Generic and Comparative message strategies. Generic are the direct promotion of the products benefits. By using this kind of message you give knowledge about the product/service and show the positive features about it.

The other alternative is Comparative message strategy; Aer Lingus should use this strategy to compare themselves in a good way against competitors (Clow & Baack. 2010). This will give our customers even more information about the company, their positioning and their image. All these factors are very important for the customer before they choose which product/service they should go with. The media tools we recommend Aer Lingus to use are; Internet, TV and different type of newspapers. Internet has a big impact on our target groups; all of them know computers and are using the Internet daily.

Internet also has a high reach and high frequency. In Aer Lingus case, to reach the customers through the Internet with offers and information should be very effective. In 2004 travelling was the top cyber shopping category by far (52. 4 Billion Dollars) according to License 7, No. 10, 2004. That shows the impact and the power of the Internet as a tool. TV advertising will give the Aer Lingus brand a “better face” because of the emotions you can reach through TV ads. For Aer Lingus to use sounds, motion and senses into their ads will be very effective on people.

The last one, Newspaper is very good for Aer Lingus because of the high believability. To mix that with good publicity will be very effective against the company’s targets groups. We think that this mix will establish and increase Aer Lingus brand and image, but also give the customers knowledge about the company and the product (More specific information about media tools and vehicles in question 3). Conclusion; Cognitive Strategies will give our customers more awareness and knowledge about the company, brand and product. These two variables are our main goals to mediate to the customers.

By mediate this to our target groups; they will hopefully change their attitude and feelings about the product/service. In a long term action it will increase Aer Lingus business and establish their brand. This through the media channels that suits Aer Lingus, but most importantly their customers. 3. 1. 2 Public Relations and Publicity “_Public Relations building good relations with the company`s various publics by obtaining favourable publicity, building up a good corporate image and handling off unfavourable rumours , stories and events”. (Kotler, Phil. 2005). {draw:frame} Public Relation and good publicity are good in many ways. We believe that Aer Lingus will established their brand/image by using this promotional tool and that our target group will take notice about the company in a positive way. In the last couple of years Aer Lingus has been in economic troubles and the publicity has been bad. The customers have turned them down (Business Week. 2006-2010). To establish their brand and build up a new image, they will get their customers back. Aer Lingus have to: All these three subjects are very important to develop for Aer Lingus as a company.

To make sure that the internal communication is good and that the staff knows what Aer Lingus stand for is a very important. The stuff has to know what the customers expect when they are flying with Aer Lingus. An advantage for the company by using this tool in an economic perspective is that getting good publicity in e. g. newspapers and business papers are free. Our target groups most perceive Aer Lingus as an Airline company with cheap prices, but most of all with good service and good comfort for the price. We want to get that message out throw e. g. newspapers so people get interested and positive about Aer Lingus as a brand.

A good worth of mouth and a good repetition will help to catch our target group’s interest. Aer Lingus will reach this goals throw: {draw:frame} (Kotler, et al. 2005). Other activities we recommend Aer Lingus tu use to creating positive image, awareness and knowledge about the company throw this promotion tool should be sponsorship (e. g. sport), supporting events and charity. This type of activities could be use as Cause- Related Marketing. It has been proved that Cause- Related Marketing has a very strong effect on people and it’s also a tool to create a stronger brand and brand loyalty. {draw:frame} (Clow & Baack. 2010)

Public relations have a strong impact on public awareness and gives knowledge about the company to the customer (Armstrong, G. 2005). When you create good publicity and activities, people can link their knowledge about the company and in the end prefer (get a good feeling about) the brand or the product/Service. In the end hopefully the customers are that convinced to test or buy the Product/ Service. In our campaign we use Public Relations not only as a promotional tool, but also like a “tactic” tool. To push out information and good things about the company/ product, will make the other promotional tools more effective. text:list-item} “_Direct marketing brings the market directly into the home or office of an individual buyer instead of the buyer having to go to the market. Direct marketing techniques can be used to move buyers through various stages of the buying process”. (Smith & Taylor. 2002). _ Direct mail is the most common and one of the most successful direct marketing tools. To make good results by doing direct mailing, it’s of great significance for the company to have a high quality and relevant mailing list (Smith & Taylor. 2002). The list we think Aer Lingus should use, is the Compiled list.

This mailing list provides information about a specific customer profile. In Aer Lingus case, it’s a way to communicate with both current customers and target groups. To send out information about the company, prices offers and keep your customers/ target groups up to date about positive things that happen around the company. This is an easy way to get your customers closer to you, that they all the time get new knowledge’s about the Aer Lingus brand. In a long term aspect, we also think that the customers will get better preferences about the company and that Aer Lingus will increase their sales online.

Question 3 4. 1 Media Tools and Vehicles Aer Lingus first priority is to increase people’s awareness and knowledge of their brand. To do this they have to make sure that the target audience sees the brand as much as possible. This message needs to be delivered through all marketing channels. We think that the most effective media to use for Aer Lingus are internet, TV and newspapers. 4. 2 Internet The using of internet has become a natural thing for many people, it is access on personal computers and through telephone services. Internet especially attracts young people.

Our target groups are very influenced of internet and use it many times every day. It is of great significance for Aer Lingus that they develop their internet marketing for future success. A huge benefit for Aer Linguas with using internet marketing is that they reach their target audience all over the world. This, naturally, is very important for an airline. Our target groups are in that age (24-35) when internet has had a big impact on their life’s for a couple of years. To meet friends, communicate with people all over the world, read newspapers/magazines and buy things (online shopping) are natural for our target audience.

People use internet because it’s easy, comfortable and you get what you looking for very quick. For our target customer’s internet is a way to keep themselves up to date with everything that happens around them. Online advertising can be made in four different ways, banner ads, classified ads, search advertising and media/video ads. We think that Aer Lingus goals with internet marketing should be as we mentioned before, to give the company`s target groups awareness and knowledge of the bran and make them notice the benefits of the Aer Lingus product.

Banner ads are a very good tool to use in many occasions. 2007 banner ads was the third biggest interactive tactic online, according to Jaffee, L, 2007. We think that banner ads at websites such as Facebook , Twitter, Ebay, different travel/sport magazines and newspapers will get high impact on our target audience, because they visit this types of websites several times a week. Some in the target groups visit same internet sites several times every day. It is also very significant that Aer Linguas expand banners that, in the best possible way, catch the website visitor’s attention.

They should use banners that really remind people of the brand, e. g. use the green “Aer Lingus shamrock”. The banner should in one way or another tell something about the company, product or the benefits by travelling with Aer Lingus. When our target groups start to think about going away, or just want to dream away, we are convinced that the first thing they do is to visit Google and search for trips. Therefore, it is important for Aer Lingus to also have their advertising on search engines. In that way the costumer look for Aer Lingus and not the other way round.

To be on top when people search on Google it is very important and we think Aer Lingus should put a little bit of their money to make sure that they are well positioned on Google. At the same time that online advertising has become more and more common people have become more immune to the advertising. People have “learned” to click- through and just not see it. That is one reason that it is significant that Aer Lingus also develop other market channels. Again, Aer Lingus needs to be seen often. Studies have also showed that traditional advertising such as TV, Magazines and Radio inspire people, according to Smith, 2002. . 3 Television TV has a huge impact on most of people. TV has good mass- market coverage and combines of sight, sound and motion (Armstrong, G. 2005). Other advantages with TV advertising are the low cost per contact and the quality creative opportunities (Clow & Baack, 2010). We think that Aer Lingus should take advantage of the creative opportunities to make an ad that people notice and with a good message theme. The ad should either say something about Aer Lingus as a company and brand or have a slogan that shows the product benefits.

Here again we think Aer Lingus can use the shamrock to present themselves, but also to get the potential customer attention. For Aer Lingus to reach the right target groups and get out much attention as possible from TV ads, we think that they should do commercial connected to sports, travels and some lifestyle programs. We also think that our target audience will see and respond positively when they feel that Aer Lingus is connected with some of their interests. Another thing that will give Aer Lingus good publicity is to through TV sponsor special events. Such as concerts and big sport events.

For Aer Lingus to be connected in this kind of contexts will give their company an image boost. 4. 4 Newspapers The last media tool Aer Lingus should use is the newspaper. A lot of people still read newspapers. We think that the mix between good publicity and ads in some of the big daily newspapers e. g. Irish Post, Irish Independent will give Aer Lingus much higher reliability. To reach the target groups and build a good image is important that the people believe in the company. The ads in the newspaper should only focus on the benefits by flying with Aer Lingus and the price.

By showing the benefits compare to the low price, will distance Aer Lingus from Ryan Air. To be seeing in bigger daily newspapers will also give a good worth of mouse and a growing reputation. Aer Lingus should first of all try to get out in the Irish and British newspapers with their ads. It’s always much more effective by starting with influence your “own people”, according to Kotler, 2005. Question 4 To date Aer Lingus is a company that has a lot of problems. The internal and external communication does not work and that lead to that the customers do not know what the company stands for. Aer Lingus brand and image are deeply damage.

With our “campaign”, we think that Aer Lingus will increase the business, get a good hype around their brand and showing the benefits by travelling with the company. Under here we try to denounce and show the possibly responses to the communication tools that we chosen. 5. 1 Promotional Tools Public Relation; we think that this tool is one of the most important tools for Aer Lingus. First of all if they get a better internal communication, that will lead to a better and more service minded staff. When the stuff knows what’s expected of them the service going to be better and the costumers get satisfied.

If Aer Lingus get good publicity the target audience will take good notice about the company and their brand/image will be better. Through publicity the customers also gets knowledge about the company and the product. This is the two very important steps in the buyer process. We think also that the Cause-Related Marketing will lead to that people/ our target customer will prefer Aer Lingus. Cause-Related Marketing will also give the Aer Lingus brand a boost. Direct Marketing; By using this tool, we think that Aer Lingus will come closer to their customers and target groups.

By using a specific demographic mail list to connect the target audience, will give the potential customer a chance to know the product and the benefit about travelling with Aer Lingus. Whit this type of marketing Aer Lingus can give their Potential customers offers and price information. We think that in a long term view this tool will help the company to increase their business. Advertising; By using advertising that inform the target groups about the company and the product people will get to know what Aer Lingus as a brand stand for. This will give the company a higher reliability and a better image.

Aer Lingus must also use advertising that brings the best out of their service and shows the benefits by travelling with the company. The message strategy will be to show the benefits about the product and distance themselves from the competitor. We thing that our target groups will get a better overall knowledge about the company and hopefully see the benefits of the product. We think by using this strategies will increase their business. 5. 2 Media tools and vehicles Media tools we have chosen is online advertising (Internet), TV and Newspapers. This is a good mix.

Trough Internet Aer Lingus increase the awareness by the target audience. They will see the brand o lot, both conscious and unconscious. This gives Aer Lingus a better position, people will have Aer Lingus brand in their minds when they thinking about traveling. By advertising in TV Aer Lingus can communicate their message better, with colors, pictures and information they will develop their position. People will not only recognized the brand, they will also get knowledge of the company’s concept, and get good feelings when they think of the company and brand.

By doing ads on Internet and TV Aer Lingus can show the benefits of the product in a advantageous way. By using booth those creative media tools, will have a big impact on our target groups. By using newspapers as a tool, we think that the customer will see the ad and connect it with reliability, it’s important for the company after the last year’s bad publicity. In the paper you can also form a ad that will give the potential customer knowledge about the company, product and brand. When Aer Lingus succeed with attract the chosen target group a good circle will be formed.

The brand gets bigger which will lead to that more and more people chose to go with them. Bibliography 6. 1 Books Clow, E, K, Baack, D. Integrated Advertising, Promotion, And Marketing Communication, 4th edt. 2010. Pearson Education, New Jersey, USA. Wright, R. Advertising. 2000. Pearson Education Limited, Edinburgh, Scotland. Kotler, P, Wong, V, Saunders, J, Armstrong, G. Principles Of Marketing, 4th edt. 2005. Pearson Education Limited, Essex, England. Smith, P, R, Taylor, J. Marketing Communications An Intergrated Approach, 3rd edt. 2002. Kogan Page Limited, London, England. 6. Electronic Sources Rothwell & Fahy. _“Aer Lingus Switches to Imitating EasyJet, Not Ryanair. ”. Business Week. Com . January 26, 2010. Available: _ http://www. businessweek. com/news/2010-01-26/aer-lingus-drops-ryanair-strategy-in-effort-to-imitate-easyjet. html_ _ Aer Lingus Limited. 2001-2009. Available: http://www. aerlingus. com/cgi-bin/obel01im1Corporate/mediaCorpProfile. jsp? BV_SessionID=@@@@2017366715. 1271288108@@@@&BV_EngineID=ccddadekefljdmhcefecfigdffgdfkl. 0&P_OID=-536880294&Category=0#history The Post. _“Aer Lingus plan to build Tesco-like image”__. _ThePost. ie.

September 30, 2007. Available: http://archives. tcm. ie/ businesspost/2007/09/30/story26973. asp Business Week, Bloomberg L. P. 2006-2010. Available: http://search. businessweek. com/Search? searchTerm=aer+lingus&resultsPerPage=20 License 7, No. 10. “Cyber Shopping”. P. 12. November, 2004. Available: Clow, K, E, Baack, D. Intergrated Advertising, Promotion And Marketing Communications, 4th edt. 2010. P. 268. Jaffee, L. “Follow The Money”. Promo 20, No. 11. P. 5-10. November, 2007. Hoover`s, Inc, 2010. Available: http://www. hoovers. com/aer-lingus-group-plc/–ID__91296–/freeuk-co-factsheet. xhtml

Effective immunization takes time and practice, whether we are communicating with a child, a coworker, or a friend. One of the techniques to improve communication is to be a good listener. Children often have a great deal to say, but we may not listen closely or pay attention to what they are saying. Building a strong relationship involves really listening to what children say and then asking them relevant questions about themselves, their feelings, and their interests. Experts also recommend sending clear messages that are encouraging or positive.

Today’s parents are often busy individuals with multiple responsibilities. It can be easy for parents to slip into using negative or discouraging language when talking to or disciplining their children. How often have you heard a parent say things like, “Stop doing that,” “Hurry up; I don’t have all day,” “l don’t care what everyone else is doing; you’re not doing that,” “Don’t just stand there,” “Clean your plate,” “Don’t run in the house,” “Can’t you get anything right? ‘ “Why can’t you just do what I tell you? ” “Why do you have to be so loud/annoying/frustrating? These are just a few of the things that parents commonly say to children. Some of the language and sausages may be even more negative and discouraging for children. Parents often use language like this as they try to get children to do something or to learn some lesson. While the child may get the message, the words create more of a negative interaction than parents might intend. When we use language like this we are telling evaluating, criticizing, and lecturing on a one- way path rather than having a real interaction with the child that goes both ways and makes both participants feel valued and a part of the process.

Most adults fall into the trap of using this type of language at some point, even in mall doses, and it does take practice to break the habit and turn to more positive interactions. As we discussed in the last module on positive parenting, setting up clear expectations and choosing different words to communicate ideas can shift a negative interaction into a positive one. For example, perhaps you do not want a child to run in the house for safety reasons. When the child violates the rule, we might be tempted to say, “Don’t run in the house. Instead, we might say, “Please walk in the house. ” This shifts the interaction to one Of discipline and guiding. Communication and Correcting Mistakes However, it is important to note that positive parenting is about guiding and teaching children. This doesn’t mean that children get to do whatever they want or that parents should never exert control. There will be times when parents need to criticize a child or point out what the child is doing wrong. The key is that parents need to do so in a constructive way that helps children rather than a destructive way that can harm them.

So how can we constructively criticize children to help them learn a better way of behaving or acting? Experts have noted several tips: Wait before criticizing out of anger. We are often most likely to criticize in unhelpful ways when we are angry or frustrated. Before correcting a child, think about your own motivations for doing so. Is it really to help the child or is it because you are angry about what he or she is doing? Get the full story before jumping to conclusions. In some cases, we may only see a small part of what is happening.

We see the child running and we immediately yell or criticize the child. By trying to get more information about the situation, we can sometimes avoid criticizing when we may just need to offer some alternative solutions. For example, maybe the hill is running to get to the bathroom. The child’s intentions are good in this case, and we might be better off discussing with the child how she can go to the bathroom sooner rather than waiting until she has to run. Start a constructive criticism conversation on a positive note. With constructive criticism, the goal is to help the person improve.

Comment on something that the child is doing well in relation to the aspect that needs to be improved. Make sure that whatever positive aspect you do comment on is sincere. For example, if you need to correct a child from painting all over the table, you eight start with, “l love all of the colors that you use in your paintings. ” Point out the mistake subtly using “and For example, “l love all of the colors that you use in your paintings, and if you put down some newspaper under your painting, you’ll be able to keep the paint from getting on the table. The criticism is more subtle and the child now has some clear direction for correcting the problem. Experts suggest avoiding the word “but” in sentences like this (in place of the “and”) as it is a negative word and can change the tone of the sentence to one that is less constructive. Choose the mistakes carefully. Constantly pointing out places to improve or change can have the opposite effect that you want to produce. Choose guidance for important mistakes and let the little ones go. For example, since you wouldn’t want paint to damage a table, this is a mistake to help your children with.

Constantly pointing out that he or she is coloring outside the lines each time they do it is not going to be helpful for you or the child, as you’ll both get frustrated. Children may need to be reminded of how to improve, but the reminders shouldn’t be a constant thing for little matters. Watch your cues. Remember that words are only part of communication. If your words are positive, but you are sending death rays through your eyes, the child is going to pick up on the negative criticism that’s not being spoken.

Instead, you can use a soft, calm tone of voice and body language that conveys acceptance of the child. Acknowledge your own mistakes. We all make mistakes and do things that we shouldn’t. Learning that mistakes will happen and learning to accept constructive criticism are important life lessons that will help children throughout their lives. By discussing our mistakes with them and how we learned from them, children are given a model to follow. For example, we might share how we also colored on the table, but that we learned that putting something under the painting can help stop that from happening.

Communication Tips When communicating with children, we can do a number of different things to improve the experience. Here are a few tips that we can use when communicating: Make the child the focus of your attention. When communicating with a child, we can turn off the television or movie and put down the phone. This lets the child know that we care about what he or she is saying. Get down to the child’s level physically. You may have already noticed owe important eye contact can be when you are talking with friends. It is also important when talking with children.

By getting down to the child’s level, eye contact is easier and you are not towering over the child, which can be intimidating. Pause or delay a conversation if you need to. Anger, frustration, and impatience can cause us to respond negatively to a child. It’s okay to step away from the situation until you are emotionally more calm and ready to have a more productive conversation. Listen carefully and respectfully. Let the child talk without interrupting and listen for the major themes or points in the story they are telling.

Help the child to find solutions if he or she is discussing a problem. Social Issues Affecting Families Since families live within social systems and cultures, they are influenced, shaped, and affected by the problems that affect society as a whole. Just as society is affected by social issues like poverty, drug abuse, terrorism, racism, violence, and teen pregnancy, so too are families affected. Families are affected in different ways by social problems depending on their relationship to the problem.

For example, families living in poverty will have different struggles than upper-class families. As parents, individuals often have to evolve strategies for dealing with the effects of the social problem on their family dynamics and children. Media One concern for many families is the effect that media can have on children and the family. Increasingly, children and teens are being exposed to and using media, including television, movies, video games, and social media sites such as Backbone and Twitter.

For example, teenagers may spend more time with the media than they do with any activity other than sleep. The media may lead to effects as such poor body image, anxiety, obesity, increased sexual behavior in teens, and increased aggression or violence. However, experts also note that the effects of the media are still not well understood in many of these areas, and they have also found links to positive effects, such as increased tolerance, preparing young children for school, learning, and increased critical thinking.

To reduce the negative effects of the media on chi lilied, experts suggest that parents take into account some important factors. First, parents can limit the amount of time that children spend with the media Financial Issues Many families today are experiencing financial struggles. In the United States, about one in every five children lives in poverty (or about 15 million children). Experts also estimate that about 42 percent of children in the United States live in low-income families. The causes of poverty are many, but include unemployment, low wages, and illness.

Most poor children have parents who work, but the work may be irregular or just not pay enough to meet the bills. Scholars note that poverty may be one of the biggest threats to a child’s well- being leading to developmental, educational, and social problems. One of the effects on families and children that we find are due to financial issues is that families may spend less time together. Parents may need to work longer ours or multiple jobs in order to support their families. Children may spend more time unsupervised as well as having less quality time with parents.