The Civil Rights Movement Essay - 2043 Words

Johnson: Savior of the Civil Rights Movement? The Civil Rights Movement and President Johnson are closely linked in history. Though there were many other faces to the Civil Rights Movement, Johnson’s was one of the most publicly viewed and instrumental in its passing. It was Johnson who carried the weight and responsibilities of the issue after the assassination of JFK, and it was he who would sign it. Lyndon B Johnson was the most influential forces in establishing the movement that would ensure civil rights for black americans. Johnson was a constant and unwavering supporter of civil rights. Without his supreme efforts in establishing civil rights for all, equality would never have come to pass. Lyndon B Johnson was elected†¦show more content†¦Lynching and hate crimes were commonplace, especially down south. America reeked of hatred and fear. Something needed to be done, intolerance had to be abolished, and people needed to learn acceptance. LBJ fully felt the extent of the disfiguration of black americans done by racism. He told his audience that â€Å" Ability is stretched or stunted by the family that you live with, and the neighborhood you live in--by the school you go to and the poverty or the richness of your surroundings†(LBJ, speech at HU) meaning that he understood there were people destroyed by racism and people in need of help in order to return to function in society. Johnson acknowledged the hardships of African American people in American society. He let it be understood that what many of them had to put up with was extremely unjust. He once said â€Å"The American Negro, acting with impressive restraint, has peacefully protested and marched, entered the courtrooms and the seats of government, demanding a justice that has long been denied† showing his deep respect and a profound admiration for the patience and self restraint shown by black protestors, especially when their white accusers were less than human in their actions. He also understood that his actionsShow MoreRelatedThe Rise Of The Civil Rights Movement1179 Words   |  5 Pagessegregations. Out of the numerous elements that arose in the 1960s, there are three movements that truly affected the American society. Firstly, the rise of the civil rights movement was greatly influenced by racial discrimination of colored people in the South. Secondly, the women’s movement aime d to convince the society that women are capable of achieving and maintaining higher waged job like males. Lastly, the gay rights movement aimed to gain acceptance and stop discrimination of homosexuality. The mostRead MoreThe Folk Music Of The Civil Rights Movement1208 Words   |  5 PagesResponse Paper #4 The folk music of the Civil Rights Movement â€Å"came out of tradition, common experience, and generations of resistance† (Dunaway 2010: 140). The songs used throughout the movement derived from the shared experiences and struggles of African Americans while connecting â€Å"the gentle, idealistic world of folk music and the integrationist world of civil rights† (Dunaway 2010: 145). Songs, such as â€Å"We Shall Overcome†, were put through the folk process, where a song is passed on and alterationsRead MoreThe Great Leaders Of The Civil Rights Movement1563 Words   |  7 Pages They seem to be forgotten until they are highlighted once again. Another example of a person that was not really highlighted for their actions is Nina Simone. 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While studyingRead MoreThe Civil Rights Movement Essay1601 Words   |  7 PagesThe Civil Rights Movement â€Å"I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.† This was a speech by Martin Luther King Jr. Even one hundred years after slavery was banned, African Americans were still being treated unfairly. Martin Luther King Jr. was one of the most famous leaders of the Civil Rights movement in the 1960’s. The Civil Rights movement was a movement of AfricanRead MoreThe Civil Rights Movement Essay1190 Words   |  5 Pages The Civil Rights Movement The 13th amendment, passed on the first of January, 1865 abolished slavery throughout America. Although African Americans were considered free after this amendment was approved, they still had a long and arduous struggle to absolute freedom. 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Specifically, the focus will be on the main activists involved in the movement such as Martin Luther King Jr and Rosa Parks and the major campaigns of civil resistance. The Civil Rights Movement refers to the movements in the United States aimed at outlawing racial discrimination against African Americans and restoring voting rights in Southern states.African-Americans were able to gain the rights to issues such as equal access to public transportation, right to voteRead MoreThe Civil Rights Movement Essay967 Words   |  4 Pagesconsidered to be unworthy to be associated with whites, they struggled to fight laws of segregation for years and years to finally be thought of as equals. They fought to earn their civil rights which is where the movement got its name from. There are many names that stand out when you think of the Civil Rights Movement, for example, Martin Luther King Jr. who lead a march to Washington and gave the famous â€Å"I have a Dream† speech, and there is also Rosa Parks who refused to sit in the back of the bus

New Kind of Dreaming free essay sample

A New Kind Of dreaming Anthony Eaton A New Kind Of Dreaming by Anthony Eaton is a story about a town’s haunted past and a boy’s troubled present. When Jamie Riley was sent to Port Barren, he did not realize that he would be drawn into the town’s shadowy past and into a web of secrets. As soon as Jamie stepped off the bus he felt â€Å"a sense of uneasiness and foreboding† [P. 31]. Port Barren is described as a town â€Å"full of menace and shadows† [P. 42]. Jamie’s social worker, Lorraine, warns him against â€Å"digging around in the past†¦Let people have their secrets. However, Jamie ignores Lorraine’s advice and so uncovers a number of terrible secrets. Seventeen-year-old Jamie has been sent to the desert town of Port Barren to serve a two-year sentence for car theft. His brother was sent to Jail for stealing the car. We will write a custom essay sample on New Kind of Dreaming or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page His mother died when he was young and his father is a drunk that never sees him, Jamie and his brother have had a few foster parents and they always hate them but Archie was different to Jamie he had no curfew or rules and they didn’t talk much. The novel begins with a prelude set six years earlier. It provides the context for the most disturbing secrets of Port Barren, those of the town’s police officer, Sergeant Butcher. He is responsible for the deaths of two Indonesian refugees. First they saw this old wooden boat that smelled really bad, McPherson the youngest one said they should ring the coastguard but Butcher said they should go for a look. McPherson got talked into going onto the boat, when they got onto the boat they found lots of dead bodies so McPherson was going to throw up so he ran out onto the deck, when he was throwing up old man come up behind him and was going to hit him with a machete but Butcher hit the old man first, Butcher hit him so hard that he killed the man, so Butcher said to McPherson that that will be there little secret but little that they know there was a little girl on the boat watching them. So they took the boat back to Port Barren and then they found the girl in boat but before the air doctor Butcher killed her so he wouldn’t get in trouble. Sergeant Butcher carries other dark secrets, namely the murder at Flahertey’s Curse of a youth offender sent to Port Barren, and the murder of Constable McPhearson, who knew too much. Butcher killed him because he told Jamie about the murder of the man and the girl so Butcher made it look like he suicided but really butcher killed him Jamie’s social orker, Lorraine also has her own humiliating secret, known only to Sergeant Butcher who holds it over Lorraine’s head, so when ever see was going to say something he would say that he would tell everyone The stories of the wanderers – Aborigines and Stolen generation By uncovering all these secrets, Jamie is able to gain peace for the murdered refugee girl, make Sergeant Butcher accountable for his crimes and restore balance. At the same time, he was able to gain confidence and self-esteem. Fortunately, Jamie ignored Lorraine’s request to leave the secrets of port Barren untouched because he brought justice and closure to many murky secrets.

1.5 Formal Writing Essay Animal Farm Essays - British Films

1.5 Formal Writing Essay Animal Farm Essays - British Films 1.5 Formal Writing Essay Animal Farm The novel, Animal Farm, written by George Orwell, is a satire of the Russian Revolution in 1917. This novel takes place in England, on a farm called Manor Farm. The animals on this farm go on a rebellion against Mr Jones, bringing the farm to which the animals renamed it as Animal Farm. However, years later, the farm evolves back to its original name, Manor Farm. Many characters are shown throughout the novel. However, one major character who changed in the novel is Napoleon. Changes in Napoleon help us understand that if an individual is given too much power, they will abuse that power and become greedy and self-centered. At the very start of the novel, we can see Napoleon as a fair and equal member of the farm, who believed in animalism but soon changes into a selfish and lazy character. This can be shown through Napoleon stealing the milk, chasing Snowball away and killing Boxer. The first change we see in Napoleon is when he steals the milk. This is when the animals go out to work in the fields without Napoleon. Before the animals leave, they worry about the milk they have just collected. Napoleon tells the animals to not worry about the milk so the animals leave. However, When they came back in the evening it was noticed that the milk had disappeared. This implies that Napoleon has drunk the milk. This shows a change as we can see Napoleon is not working and does not share the milk equally with the farm animals. This change helps us understand the character Napoleon, as he is starting to become greedy and betray the spirits of animalism for his own personal gains. George Orwell uses this example to show how humans can be greedy and betray other people for their own personal gains too. This emphasises that, in the society we live in today, equality can never work out. This is an allusion to the 1917 Russian Revolution, where Stalin, who believed in communism craved for power and became dictator of Russia. Therefore, by stealing the milk we can understand Napoleon slowly changing from the good to bad. The second change we see in Napoleon is when he chases Snowball away from the farm. This happens when Snowball holds a meeting deciding whether they should start building the windmill or not. Napoleon disagrees and says it is nonsense. However, Snowball explains that life can be much easier with the windmill when, nine enormous dogs came bounding into the barndashing straight for Snowball. From here, we know that Napoleon is trying to get rid of Snowball. This shows a change as we can see Napoleon, who was equal and fair, suddenly gets rid of Snowball. This change in Napoleon helps us understand that Napoleon does not allow any opposition and that he is willing to betray others to maintain his control, which soon leads to dictatorship happening in the farm. George Orwell uses this example to show how humans can change, betray and get rid of others in order to gain power, by using force. This is an allusion of Stalin sending Trotsky into exile in 1929, because he had a large amount of supporters, including the Bolsheviks. Therefore by Napoleon using force against his opposition, we can understand that Napoleon is changing. The final change we see in Napoleon is when he chooses to kill Boxer. Animals on the farm are required to retire when they reach the age of about 12, so they can die naturally. Boxer, who is a hard-working horse, soon falls ill and reaches to the point where he cannot work anymore. However, instead of dying naturally, Napoleon and Squealer arrange plans to send Boxer over to the slaughterhouse. We can see that Napoleon is mistreating the animals to satisfy his own personal gains. This is shown when the animals say, from somewhere or other the pigs had acquired the money to buy themselves another case of whiskey. From here, we can tell that Napoleon had sent Boxer away for money. This shows a change, as Napoleon who was a fair and equal believer in animalism to a selfish and greedy animal soon

A Decade of Uneasy Peace essays

A Decade of Uneasy Peace essays World War II was the worst war that was fought in the 20th Century, and perhaps the worst war in the history of man. The loss of lives in World War II was a staggering 50-60 million dead (Mitchner, Tuffs Global Forces of the 20th Century 130). World War II also ushered in the era of nuclear weapons. How did this war come about, and could it have been prevented? War was inevitable in 1939 due to the resentment of the German people towards the Versailles Treaty, poverty resulting from the great depression, the policy of appeasement, and Axis aggression in the 1930s. The Treaty of Versailles was the major treaty ending military actions against Germany in World War I. The treaty was signed at the Palace of Versailles, near Paris, on June 28, 1919, and went into effect on January 10, 1920, following ratification by Germany and four of the Principal Allied and Associated Powers, Great Britain, France, Italy, and Japan (Mitchner, Tuffs Global Forces of the 20th Century 22). It was not ratified by the United States, which made a separate treaty of peace with Germany in 1921 incorporating much of the Treaty of Versailles by reference (Mitchner, Tuffs Global Forces of the 20th Century 42). The lesser Allied powers, except China, were also parties. Separate treaties of peace were made with Germanys allied, Austria, Hungary, Bulgaria, and Turkey (Mitchner, Tuffs Global Forces of the 20th Century 30). Instead of creating peace however, the Treaty of Versailles caused frustration and hatred (Elson 29). France felt that victory was not achieved, and deci ded to create more military alliances to seal off Germany. Italy felt cheated, because the spoils of war promised to her when Italy left the Triple Alliance to joined the Triple Entente in 1915 was not received. Germany felt the most betrayed, as all the wrongs in the war was pinned on her. This frustration would eventually lead to the popular support of Hitler (Elson 31). One of the poin...

Beethoven Essay Example | Topics and Well Written Essays - 250 words - 2

Beethoven - Essay Example On Beethoven, Neefee asserted that "If he continues like this he will be, without doubt, the new Mozart"(Davies, 108). At the age of 14, he was appointed by the Court of Maximilian Franz, which allowed him to meet several individuals, who continued to love and support him throughout his life. His friends included â€Å"The Ries family, the von Breuning family and the charming Eleonore, Karl Amenda, the violinist, Franz Gerhard Wegeler, a doctor, and a dear friend who also went to Vienna, etc† (Davies, 129). In the year 1787, Beethoven went to Vienna, where he met Mozart. He went to Vienna to enhance his music skills. However, he had to return because of his dying mother; his best friend. In 1792, Beethoven went to Vienna for the second time to learn music. In 1800, he had â€Å"organized a new concert at Vienna including, notably, the presentation of his first symphony† (Davies, 211). From then onwards, he was successful in composing several symphonies including Coriolan Overture and Pastoral. â€Å"May 7th 1824 was the date of the first playing of the ninth symphony and despite musical difficulties, and problems in the sung parts, it was a success† (Davies, 255). In the year 1827, he passed away. Beethoven is considered to be one of the most influential composers and musicians of his times. He had been successful in changing the structure of Western music and his works, continue to influence young musicians and composers of our

How has Islamic religion influenced American culture Essay

How has Islamic religion influenced American culture - Essay Example re are many points that should be taken into account as well as there are traces that should be identified as those that are largely affected by Islam. That is why exploring the issue in question may be particularly beneficial since it sheds light on the true nature of both parties. This paper will analyze how Islamic religion has influenced American culture. In order to do so, it may be necessary to examine some of the earliest encounters between the religion in question and the United States. Afterwards, the concept of religion in general will be explored, namely how Islam is able to be included into the Christian dominated social environment. The next important aspect is education: Islam is known to have a considerable impact on the educational process and this largely shapes the latter. The issue of Muslim identity should also be carefully examined since it is able to highlight the major aspects of each of the side involved. The paper will also focus on the negative impact that i s often attributed to Muslims and how it defines the modern culture. It is rather obvious that some people might argue that the history of interaction of Islam and the United States started relatively not so long ago. However, these people tend to forget that Muslims did not only appear in America at the time of its created, but also contributes towards its emergence. By far, the Civil War is one of the major historical events in the history of the United State. So, if one carefully analyzes the demographics of the soldiers who fought for the North, one will be able to see that there was a considerable number of Muslims. With this is mind, it is obvious that people who belong to this faith greatly contributed towards the very appearance of this culture. Indeed, the aftermath of the Civil War resulted in an â€Å"increased ethnic and racial diversity and the heterogeneity of religious life in America †¦ called for the rethinking of the essential character of America† (GhaneaBassiri,

McDonalds and Tesco Promotional Mix

McDonalds and Tesco Promotional Mix 1A. Mc DONALDS: COMPANY OVERVIEW Dick and Mac McDonald founded the very first drive-in and self service restaurant in California, US in 1940. Today McDonalds is one of the leading fast-food retailer having more than 32,000 local restaurants [1] across the globe. With a mass penetration and exhilarating brand image, McDonalds is serving more thanÂÂ  60 million people in approximately 117 countries of the world [1]. To establish its market presence and differentiate from its competitors, McDonalds has created a number of logos and road signs depending upon its operations as for example dine-in facility drive-through etc. Following are few examples illustrating different logos: [2] Different Logos of McDonalds 1.1 THE PROMOTIONAL MIX STRATEGY McDonalds has employed an effective promotional mix strategy for the marketing of its products and services. For the organisation to penetrate within a specific market, it is essential to gain maximum knowledge about the culture, taste, climate, consumer needs etc. to design a correct set of promotional mix for marketing its marketing campaign. The right choice of the promotional mix helps the organisation to communicate the benefits of its products and services to the consumers (OShaughnessy 2003, p. 110). McDonalds core consumer base is built upon children, business personnel and fast-food lovers. Followed by which the promotional mix strategy used by McDonalds is advertising and sales promotion. [1] http://www.aboutmcdonalds.com/mcd/our_company/mcd_history.html [2] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/logos.html OShaughnessy, J., 2003. The marketing power of emotions, Oxford: Oxford University Press, 2003. 1.2 ADVERTISING The promotional mix strategy followed by media advertising is always favourable as it reinforces the existence of the organization and also helps in persuading the consumers to buy. The advertising tools include print media, electronic media, billboards etc. for promotion. McDonalds too employs certain effective promotional techniques with the help of advertising tools. Print Media, TV Commercials McDonalds utilises aggressive media advertising as a tool to promote its products. With the help of television commercials, newspapers and magazines, the organisation has successfully managed to create a positive image of its brand. The scrumptious representation of its food products on the hoardings not only attracts its consumers but also helps to keep them well informed about the new arrivals. [3] Images of Burger and Fries Social Networking Today social networking websites have become extremely popular and since most of the traffic on these websites is followed by the younger generation therefore, it becomes essential for the organisations like Mc Donalds to demonstrate their market presence. To keep itself connected with its core consumer base, McDonalds has created pages [4] on the most popular social networking websites that includes: Facebook http://www.facebook.com/aboutmcdonalds Flickr http://www.flickr.com/photos/aboutmcdonalds Twitter http://twitter.com/mcdonaldscorp These pages confer all the related information about the latest news and upcoming events about McDonalds and also updates about new deals and offers. [3] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/products.html [4] http://www.aboutmcdonalds.com/mcd/media_center PUBLIC RELATIONS Public relations play an integral role in todays marketing world. The multinational organisations having vast operational framework take part in certain international affairs like exhibitions, charitable work, rallies and sports events. McDonalds has also been involved in such large scale events which not only execute a positive message but also facilitate in the advertising of its brand image. The 2010 Olympic Winter Games The 2010 Olympic Winter Games were held in the beautiful city of Vancouver located in the host country of Canada. Since the brand image of McDonalds represents youth and therefore, it continues to participate in sports events. McDonalds has formally announced its involvement as the Official Restaurant for the eighth consecutive games [5]. The company is all set to feed more than 10,000 of the worlds best athletes, coaches and the Olympic officials. It is yet another component of McDonalds smart promotional strategy as millions of people across the globe will acknowledge the presence of McDonalds as a worldwide partner of this Olympic movement. 2010 FIFA World Cup South Africa FIFA World Cup is an event that is anxiously awaited by diverse range of age groups everywhere across the world. Mc Donalds always seek for such events that create an extravaganza to target a mass audience. The organisation is an official sponsor and the official restaurant of the 2010 FIFA World Cup South Africa. With more than 32,000 restaurants in more than 100 countries, McDonalds will bring the FIFA World Cup to life for millions of customers and employees around the world. [5] Logo for the 2010 FIFA World Cup [5] http://www.aboutmcdonalds.com/mcd/media_center/press_kits.html SALES PROMOTION The sales promotions are usually short-termed or time specific strategies that are designed to attract the new customers or to replenish the relationships with the existing ones. The sales promotional campaigns offer attractive deals, work on pricing and put forward new products. The buy-one-get-one deals, gifts and prize schemes are few examples of such sales promotions. Toys, Scratch Cards Lucky Draws Children are the target consumer base of McDonalds and hence it becomes inevitable for the organisation to develop such promotional strategies that may create enthusiasm in children. Happy Meals are offered with small toys which excites children. McDonalds also introduces lucky draws, numerous schemes for winning prices and child competitions from time to time as for example, Happy Meal toys, Big Mac Hockey Contest, card games etc. The promotional tactic of scratch cards is also utilised for marketing which comes with combo meals. Adding to this, Mc Donalds also offers econo-meals and value meals. [6] Toys offered by McDonalds Meals Designed for Healthy Eating The consumer world of today is getting more cautious about organic food and healthy eating and realising this McDonalds has come up with a plan of preserving its existing clientele along with attracting new customers. The company has designed Happy Meals with intent to promote healthy eating in children. The organisation has teamed up with DreamWorks Animation to put forward a series of toys including Shrek, Donkey and Puss in Boots to endorse fruit, vegetables, and low-fat dairy and fruit juices.ÂÂ  By promoting the healthy eating McDonalds has tried to penetrate within the consumer base that intentionally avoid the fast food products as they consider it to be fattening and un-healthy. This is a smart promotional campaign that will benefit the organisation by pulling in the new segment of consumer base to the existing database of the company. [7] Shrek Themed Happy Meal [6] http://www.kathysfastfoodtoys.com/McDonalds2.html [7]http://www.aboutmcdonalds.com/mcd/media_center/press_kits/McDonald_s_Shrek_Forever_After_Global_Happy_Meal.html 1B: TESCO: COMPANY OVERVIEW Tesco is the leading retail super market in UK having a mass penetration of approximately 90% with an annual turnover of more than 1 billion. Tesco is an internationally recognised brand name which is not only restricted to food and grocery items but is also extended its operation to the non-food products. [8] Official Logo of Tesco 1.1 PRODUCT RANGE Food Ranges: Milk, eggs, butter and all grocery items Non-food Ranges: Books, DVDs and Electronic products Others: Dieting clubs, flights and holidays, music downloads electricity etc. 1.2 CORE COMPETITORS The list below indicates the core competitors of Tesco in UK. All of the listed below companies are the leading supermarkets in UK and operates almost in same range of products and categories. The competition for Tesco is extremely fierce in UK as the quality of products and services offered by these supermarkets are relatively same hence it becomes difficult for anyone to send out. However, Tesco with its comparatively huge operational network has got a leading position since it has got smaller or bigger outlets in almost every other corner. The promotional techniques offered by these supermarkets is more or less the same but Tesco ensures its distinct identity by introducing smart marketing mix followed by carefully designed promotional mix. Tesco Asda Sainsbury Waitrose Morrisons 1.3 THE PROMOTIONAL MIX STRATEGY Tesco has designed an intelligent promotional mix strategy that reflects a prudent thought process behind its campaigning. Tesco has successfully managed to achieve a vital role in the routine life of every household and its progress lies in the success of its creatively devised promotional strategy. The core constituents of Tescos promotional mix are as follows: 1.3.1 DIRECT MARKETING In combination with a number of meaningful promotional tactics, Tesco is successfully following a direct marketing strategy. Once a customer is registered on their main website -and starts shopping, the company keeps on interacting with that customer via phone, emails and text messages from time to time. Emails Messages The comprehensively designed website stores the contact information of the customer and the efficient direct marketing team of the organisation keeps a track record of customers buying behaviours. Tesco sends promotional offers, necessary information, new products and special deals via personalised email addresses to the customers. Moreover, Tesco also sends out feedback forms and surveys via emails to keep updated with the continuously evolving customers needs and choices. Text Messaging This is yet another way of close interaction with the customers. Tesco keeps on sending useful information about the new offers and products via text messaging. The company ensures that the customer never misses out anything offered by them and by doing so the company also develops a certain place in the customers everyday life. 1.3.2 MEDIA CAMPAIGNING Like its core competitors, Tesco too needs to make heavy investments on media campaigning even though its market presence is humungous. The competitive environment of today doesnt allow anyone to fall short when it comes to media campaigning. Media is one of the most powerful and decisive element of the overall promotional strategy. TV Commercials To differentiate from others it is essential to highlight the key features of the organisation in the TV commercials. Tesco primarily focuses on its accessibility as its network is comparatively broader. The commercials also highlight its healthy eating and organic products. Moreover, the TV commercials are designed to offer a little extra eye-catching moments to ensure that the commercials stay in the customers minds for a longer period of time. Interactive Websites In addition to its main comprehensive website, Tesco has launched a number of other web pages including Tesco Apps, Tesco Diet, and Talking Tesco etc. The links to these web pages are also made available on the main website and the link to the main website has been kept prominent on all other web pages. 1.3.3 SALES PROMOTION Tesco is facing a cut throat market competition and therefore, it has to keep on designing innovative promotional strategies to address the consumer needs and offer them a pleasurable shopping experience at the same time. Keeping in view of the rising level of inflation and recession period, Tesco has come up with ground-breaking promotional tactics as rewarding their customers. Club Card Points By introducing the Club Card rewards point, Tesco has made shopping a lot more fun and exhilarating experience for the consumers. The reward points can be collected by shopping via the online website which can be accessed by going to its website [8]. This promotional technique attracts the customers looking for discounts and saving options. [8] Image of Tesco Club card [8] http://www.tesco.com/ Tesco Apps Tesco has launched a direct mobile website which enables its consumers to shop for groceries from absolutely anywhere on their mobile by downloading the Tesco application from the website [9]. The online shop also allows the customer to add or delete an item from the online shop accessed via the mobile. The mobile application also enables the customer to access the favourite list which makes the process much easier. This application is an innovative promotional technique which attracts the consumer base that has an extremely busy life. [9] Image of Tesco Apps 1.3.4 PUBLIC RELATIONS With its mass penetration in the consumer market, Tesco completely comprehends with the idea of consumer satisfaction which can be achieved by listening to them. It has been established that the customer sentiments drastically changes about a certain product depending upon the positive or negative image they build by experiencing the offered level of services. Believing the same, Tesco maintains close connections with its customers with the help of numerous methods. Talking Tesco The company has introduced a distinctive website named as Talking Tesco so that its customers know that their say matters and is always encouraged. The web page [10] is designed to collect the feedback from its customers along with any issues or grievances and it has been ensured that the relevant team members respond to the complaint or enquiry as soon as possible. The web page also displays a personalised email address i.e. [emailprotected] to directly contact the team and get a quick response. [9] http://www.tesco.com/apps/ [10] http://www.tesco.com/talkingtesco/ Tesco Diets Tesco believes in maintaining strong bond with its customers so that their loyalty can also be preserved. Tesco has introduced an interactive website which offers a personalised fitness programme that is designed to encourage people for healthy eating, maintaining a balanced diet and follow an exercise regime that may help in reducing weight. By registering on the website an individual can receive personalised daily workout programme and log the progress. Moreover, scrumptious recipes, tips, diet plans and interactive tools are also available on the website for free. These kinds of interactive and informative websites help the consumers to develop a positive image about the brand and thereby, develop a relationship of trust between the retailer and the consumer which eventually benefits the organisation. [11] Image of Tesco Diets [11] http://www.tescodiets.com/why-join/90078 2. Explain the role of promotion within the marketing mix for a successful promotional campaign. PROMOTION Promotion is the fourth marketing-mix element which is crucially important for a successful marketing campaign. There are a number of tactics involved in the promotional activities in order to communicate the message to the consumer base. Depending upon the nature and size of the campaign the target market is selected which could be a focus group; a particular market segment based on culture, tastes, and religious believes etc. and promotional materials are designed to influence these customers. 2.1 PROMOTIONAL TOOLS THEIR ROLES There are a number of tools which are helpful in the promotion of the products. These tools include: Advertising Advertising is a method of communicating with the end-customers and passing on a message about a particular products or services. There are several ways of advertising including print media such as press releases, newspapers, magazines, broacher, hoardings and leaflets or it could be electronic media such as radio, television or internet. The advertisements are external mass-mediated messages which do not necessarily influence the individual consumers as desired because these messages are filtered through interpersonal communication channels and the perceptual systems of the consumer before acquiring any implications however, they do influence the consumers buying behaviour (Schiffman and Kanuk 2000, pp. 129-35). The advertisements are typically designed to penetrate a larger segment of the consumers. Since the advertisements represent pictures and the information about the product therefore, it is expected to develop a certain image in the consumers minds. The TV commercials or radi o advertisements are also meant to connect with the target market. The repeated telecast of commercials and the entrance of print media in the sitting areas of every household have developed a different paradigm of marketing. With the help of advertisements the manufacturer attempts to send a clear message to its consumer. OGuinn, Allen, and Semenik define that the meaning of the advertisement is determined through a Schiffman, L. G., and Leslie L. K., 2000. Consumer Behaviour (VII ed.), Upper Saddle River, New Jersey: Prentice-Hall, Inc. subtle but powerful process of meaning construction by consumers (OGuinn, Allen, and Semenik 2003, p. 202). Sales Promotion The advertisements are intended to instigate a desire amongst the target market about a particular product as a result of which the consumer develops a need to purchase it. However, the competition is fierce today and almost every other competitor more or less uses the same tactics to attract the customers. Here comes the need for exploiting different promotional tools. The sales promotion is an effective way to manipulate the pricing strategy and gain advantage over the competitors. The cost of a product plays a vital role when it comes to the consumers decision making process. There is segment of consumers which do not necessarily look for designs, colours and quality instead they always look for discount deals. Depending upon the market density the sales promotion strategy may do wonders with a product. The markets that are rich in similar brands may not get competitive advantage but may boost sales for a limited period and on the other hands, where the markets where the positioning of brands are dissimilar, the sales promotion may aid in establishing the roots of a new brand or may even help in penetrating deep in the market. The main objective is to utilise this tool in an effective manner. The smartly designed sales promotion campaigns can help the retailers to get rid of the old or unsold stocks and make ways for new arrivals. It is important to note that the sales promotion technique might give quick results or might take a little longer to benefit however, the overall performance of the sales promotion strategy can be monitored and measured over the time. The main role of the sales promotion campaign is to attract new customers because the benefits associated with this technique are short termed and hence it is difficult to break the loyal customers. It has been estimated that the tremendous rise in the number of brands and a decrease in the efficiency of traditional advertising due to increasingly fractionated consumer markets has lead to augment the need for developing sales promotion strategies (Brierley 2002, p. 132). Public Relations The main objective of the public relations technique is to exploit the consumers sentiments in the benefit of the organization. The public relations tactics primarily involves the people OGuinn, T., Chris A. and Richard S., 2000. Advertising (II ed.), USA: Southwestern Publishing. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. having potential impact on a companys operations to achieve its goals and objectives, which include both retailers and the customers. The idea is to maintain healthy and positive relationships with the individuals and groups of mutual interests working together for the benefit of the organization. This could be charitable event, a cultural show which is not directly related to the interests of the company but definitely portrays the social responsibilities of the organization towards the society in general. This may in return have a great impact on public sentiments which will lead to maximise sales. The organizations sponsoring the shows ensure that appropriate coverage has been given to such public events and activities thereby, highlighting the positive image of the organization through news and information media. The press conferences, contests, meetings, and other social events are all part of public relations which is intended to draw the attention of general consumers towards their products and services. It is the responsibility of the advertising agencies and the public relation specialists to foresee the possibilities of evolving goodness out of the brand image (Arvidsson 2006, p. 88). On the other hand, several irrelevant issues are also touched by the multinational organizations by supporting certain causes which eventually impacts the organizational objectives in achieving its goals. It has been observed that many corporate companies do not necessarily seek profitability out of public relations tactics however; the brand imaging culture of today evidences that public sentiments plays a vital role in the success and failure of products and services. The multinational organizations and corporate companies acknowledge the importance of public sentiments and therefore, it has been established that marketing public relations departments are essential to directly support corporate and product promotion and image management (Arvidsson 2006, p. 96). Direct Marketing It is a time consuming process which requires the collection of data about the target consumer market. The direct marketing technique is based on an in-house data base which provides sufficient information about the targeted consumers to facilitate the direct marketing teams to offer the best services possible which may suit the clients needs. A number of multinational organisations and corporate companies conduct extensive researches, polls and public surveys to collect the consumers views about certain products. The responses obtained are thus incorporated into the database and are updated from time to time. The process could be very time consuming and therefore, a number of organisations buy the mailing lists and Arvidsson, A. (2006) Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. contact information of potential customers that is tailored to a precise specification. It is an effective promotional tactics which involves a number of different techniques to execute a well-designed marketing plan. Direct marketing may involve the use of emails, letters, phone calls etc to reach the targeted consumers. This method is useful in targeting a specific group of customers and sends them personalised messages which may have a distinct impact as compared to the TV commercials or regular promotional tactics. It has been observed that a segment of consumers prefers to be personally addressed as it gives them some extra importance (Levy 2003, p. 108). This technique is welcomed by a consumer base that is psychologically inclined towards introvert lifestyle. The main role of direct marketing technique is to get realistic results as the promotions are designed to target the listed customers and therefore, the response level obtained from them can give an idea of how well the c ampaign is working. Today, the competition is getting tough and the organisations seek for improved results therefore, direct marketing techniques are adopted to measure the effectiveness of the promotional campaigns and make necessary alterations where required. Personal Selling Personal selling is another tool used to devise an effective promotional campaign. It involves the employment of sales representatives in order to carry out the day to day sales activities. The personal selling technique is not very well complimented by the fast paced environment of today as the consumers are much more inclined towards the electronic sales option i.e. via internet. The personal selling option can be termed as the most expensive means of promotion, as human involvement requires certain expenses, and supplementary benefits however, a number of companies still maintain their sales force and encourage door to door selling. Personal selling is effective with the consumer base that is not very fond of following the commercials and is not capable of using internet. These customers have got the psyche of believing what they see in real. They may prefer trying a product before their final decision making process. The sales personnel are highly trained to deal with such custom ers and also taught to utilise personalised elements and techniques to convince the customers. The door-to-door selling techniques are quiet time consuming and might not get instant results for the organisations however, they seem to be effective in unapproachable client base to get the competitive advantage. Salespeople are trained to make presentations, answer objections, Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. gain commitments to purchase, and manage account growth (McFall 2004, p. 63). The main goal of a sales person is to convince the customer on the spot and achieve the companys target by maximising sales activities which can also be achieved by the word of mouth if the customer is happy with the way the sales person has presented the product. The technique is all about maintaining a good reputation with the end customer where the sales person serves as a face of the company. Therefore, the sales force must be well acquainted with the product knowledge in order to satisfy the consumers enquiries related to the product. The personal selling strategy is considered to be out of fashion due to growing e-technology and web based marketing strategies however, the effect of personal interaction with the consumer can never be ignored. Combined with a correct set of promotional mix a successful marketing campaign can be designed. McFall, L., 2004. Advertising: a cultural economy, London: Sage. Explain the role of advertising agencies in the development of a successful promotional campaign the evidence that you have to produce is a fact sheet. 3. ROLE OF ADVERTISING AGENCIES IN PROMOTIONAL CAMPAIGNS The ever-increasing range and diversity of market products has given rise to plethora of brand consciousness as a result of which the significance of information, persuasion and convincing the customer has become a key feature within the consumer market. Advertising is a vital tool that provides an opportunity for the companies to connect with their target market and to escalate the marketing process, advertising agencies has been pioneered that serves as a bridge between the company and its consumer base. FACT SHEET The advertising agencies facilitates in the development of positive consumer culture. They serve as an effective mediator in between the market products and their consumers. For a successful promotional campaign, an advertising agency aims to benefit its client by maximising sales opportunities. The advertising agencies externalise marketing as a management function and create a body of specialised knowledge about markets and consumers (Wilson and Thomson (2006, p. 112). They comprehend with the clients objectives, product knowledge and the target consumer base. The advertising agencies conceptualise the overall promotional activities. The products are well understood and the process begins by constructing the image and identity of the brand. A team of professionals are involved in the process of brainstorming innovative ideas to achieve the set targets. Extensive research is conducted to study the market trends and consumer needs are identified. Depending upon the size of the budget, an advertising agency creates effective Wilson, J. and A. Thomson (2006) The making of modern management: British management in historical perspective, Oxford: Oxford University Press. promotional campaigns. Advertising agencies makes a strong effort to create and maintain the goodwill of the brands. The agencies are involved in the process of managing a trade marks augmentation to a key symbolic element of marketing strategy (Brierley 2002, p. 97). The agencies devise a marketing communication strategy for mass promotion with the aim of selling The aim is to create a direct link in between the manufacturer and end-consumer by reducing the efforts of sales activities of wholesaler and retailers (Levy 2003, p. 103). Developing a brand image that creates desire for the advertised products. Follow competitor-based approaches to market segmentation and product positioning (Cano 2003). Study the behavioural and psychic dispositions of the consumers which are heavily influenced by the brand imaging. Strategically manipulate the socially-shared symbols in order to facilitate the market penetration. They offer meaning and symbolic connotations to the marketed product which helps the consumers in decision-making process. The advertising agencies plan and design the promotional campaign in such a way that the desired information about a product shall be presented to consumers in a presentable manner (Arvidsson 2006, p. 56) Review the progress of promotional campaigning and improvise necessary alterations where required. Maintain and replenish the bond between manufacturer and the consumers. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. Cano, C., 2003. The recent evolution of market segmentation concepts and thoughts primarily by marketing academics, in E. Shaw (ed.) The romance of marketing history: proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM). Boca Ranton, FL: AHRIM, 2003. Arvidsson, A., 2006. Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. In a report explain the reasons behind the choice of media in a successful promotional campaign. 4. INTRODUCTION With the passage of time the competition in the corporate world has become increasingly fierce that has enabled the marketing sector to grow. Marketing can be done by a number of ways depending upon several associated factors however; the role of media in every form is an essential element of the marketing world. The rising trend of e-connectivity and social networking practices has made it obligatory for the organisations to incorporate media as a tool for a successful promotional campaign. It has been greatly observed that the adoption and implementation of media within the promotional campaigning of a product gives better results as TV, radio, internet connectivity, e-commerce practices and social networking technologies offer a great potential for creating new markets. The incorporation of media within a promotional campaign gives a new meaning to the continuously evolving market trends and consumer behaviour a