The advertisement is one of the many ways which are used in the modern world to make an idea or a product known to the public and mostly the target market. For an advertisement to be effective, the target market has to be identified and used to the level best to achieve quality results. There has been tremendous growth in the advertisement industry with thousands of adverts streaming in every second each of different type especially in the social media (Sayımer & Küçüksaraç, 2017). Some companies have even transformed into the virtual form through selling online and still making millions out of these resourceful platforms.
Advertisement Description
Looking at the image which is a laptop or a personal computer, the advertisement is mainly focused on making the target audience get connected to the idea of having the computer at hand. The picture sends a message to the audience that it is more fun and simple to acquire a personal computer. The dark background makes the art behind the computer more visual and precise to the target market. People and especially the students tend to get attracted to art and products and things that look fancy and classy in nature and therefore the use of such in the advert is of benefit (Marion et al., 2014). The laptop being advertised belongs to the HP manufacturing company and therefore convenient for the audience to note about it. On top of the laptop is a hanger that holds the computer tight to its position. The background is blue and has some wordings on it which are physically and directly on point. The message designer from the background indicates possession and ownership.
Advertisement Analysis
The art used in the picture brings the message directly to the audience and in this case the students who are the target market. With the development of technology, there needs to be a simple way to store data and make the best out of every study session or during meetings and therefore the need to have a computer at hand. The art on the top of the laptop shows students in different settings such as classes, resting grounds, and many other places. This is a way to show that the laptop can be used in any setting as long as one requires using the laptop therefore convenient for everyone. The images are used as an indication of self-expression which gives the user some freedom to feel free and comfortable at what one does. Using such images shows that the manufacturer cares about every single person and is concerned on the user being comfortable while using it. The design used on the laptop is attractive in nature and makes it more adaptable to certain ages (Marion et al., 2014). Use of different colors makes it bright and therefore attractive to the eyes. The color is positive in nature and therefore appropriate for general view. The hanger used in the picture seems so light and weak and therefore holding the laptop is almost impossible in the real sense but also presents an ideology that the laptop is portable to any place. The advert shows that the HP laptops are very convenient and easier to carry around. Any person carrying this laptop will feel the impact of having a comfortable backpack in case one prefers to use that as a means of carrying the laptop.
Advertisement Evaluation
The advert is primarily targeted towards the students as the audience in this particular feature. At any time anyone can use a laptop to communicate, do an analysis, write something, take a memory photo, video call friends, and family or any other preferred use. This is technically the essence being sold off to the audience by the HP group. Looking at the image, the laptop is so slim and light in size triggering the minds of people who see the advert (Antenucci et al., 2014). The design used in the background to explain or suggest that the computer is personal and not core owned has an attractive design of ownership. The words computer personal again are bolded and capital meaning that the computer can as well be very cheap to the customers and therefore no need to hustle hard to acquire the laptop.
The advert meets the standards for an advert to be successful. It has to be precise and very direct to the point being passed across which is the case with the advert. The mixture of colors, the graphics, and the design is generally direct to the eyes and very attractive to even convince a person to buy more and more. Many other laptops in the market are known to be very heavy and therefore the reason for the advert in our case to be hanged on a light medium (Marion et al., 2014). It is a perfect way of inviting more people to the product and even showing that one can shift from using the bulky and heavy types of laptops. This is an image one cannot fail to see from the online platform from the top beginning with the design on wording to the graphics presented on the advert. Images that use different designs are known to perform better than other types of advertisements.
References
Antenucci, D., Cafarella, M., Levenstein, M., Ré, C., & Shapiro, M. D. (2014). Using social media to measure labor market flows (No. w20010). National Bureau of Economic Research.
Marion, T. J., Barczak, G., & Hultink, E. J. (2014). Do social media tools impact the development phase? An exploratory study. Journal of Product Innovation Management, 31(S1), 18-29.
Sayımer, İ., & Küçüksaraç, B. (2017). An Experimental Research About Using Augmented Reality in Advertising for Measurement of Advertisement Liking and Effectiveness Level. In Narrative Advertising Models and Conceptualization in the Digital Age (pp. 203-227). IGI Global.
Over four decades, various studies have produced conflicting results based on the impact of television exposure on cognitive development. Some argue that television exposure is associated with long-term benefits on cognitive development while other correlation studies argue that television exposure affects attention and language in children. However, various methodologies have shown correlation evidence that TV exposure affects children’s cognitive and behaviors, and also increases BMI. Children who are exposed on television at an early age are likely to conduct real-life demonstration especially when they watch inappropriate content. In addition, children experience slow cognitive development by spending more time on television and little time on activities which promote development. Note that children spend more time on watching and little time on physical activities. During this time, they like consuming unhealthy foods which they normally watch being advertised and the time spent causes sleep disturbances. These and other factors increase BMI since children do not get enough time to engage in meaningful activities. Generally, TV exposure leads to unfavorable developmental outcomes on children and adolescents.
The relationship between television exposure and children’s cognition and behaviour: A systematic review
Summary
The topic on television exposure and cognitive development is explained further by social learning theory by Bandura. He states that cognitive and behavioral development is influenced by people’s interaction. In other words, people create positive or negative behavior through observing other people’s behaviors. For example, when children are exposed to inappropriate content of television programs, they learn from that behavior, imitate them and develop negative actions (Engler, 2008). In Bobo Doll experiment, Bandura shows that children observes an adult acting aggressively and when children are allowed to play with the Bobo Doll, they act aggressively and the behavior is influences by what they watched. According to social learning theory, aggression is behavior which is socially constructed and this means that children who develop aggressive behavior are being connected with violent action from media and other social setting (Engler, 2008).
Main study
In the study, relevant published literature such as MedLine (PubMed), ERIC and others were searched. Key words used were as follows child, television and attention, behavior, cognition, language and more. In the literature, researchers ensured that the review included participants aged 14years and below and the review had to be associated with television exposure and attention. In addition, researchers’ focuses on ‘real-life’ televisions and videos and various methodologies such as cross-sectional correlation studies and experiments were used. Total articles which were used in the study were 76 and they were divided into three groups. The first studies focused group of television exposure and academic performance, the second group of studies focused on television exposure and attention problems and the third group of articles focused on television exposure and language development (Kostyrka-Allchorne, Cooper & Simpon 2017).
Results
In cross-sectional correlation studies, it was found that there is an association between television exposure and poor academic performance. Given that all participants were 14years and below, correlation studies reviewed children aged 4 years who had been exposed in television. The study found that these young children developed poor executive function and performance. On attention problems, the correlation studies found that children aged 4yeras who were exposure to television had developed attention problems (Kostyrka-Allchorne, Cooper & Simpon 2017). In addition, correlation studies on population-based studies showed that children aged 4-12 years were exposed to television 3h/day and this affected their health as they developed poorer psychosocial adjustment. Last, correlation studies on language development showed that young children aged 2years and who were highly exposed on television had a high risk of language delay. In general, cross-sectional studies show that there is television exposure is associated with negative associations especially on attention and cognitive behaviors. These negative effects affect the educational outcome as it is stated by literature. This study contain some strength in that it employs a number of variables such as well-validated measures, family context and this produces a better understanding of television exposure and its effect on children development (Kostyrka-Allchorne, Cooper & Simpon 2017). However, it contains some weaknesses in that it lacks potential moderators and precise viewing.
According to longitudinal correlation studies¸ family context which acts as a variable, helps understand the association between television exposure and executive functions. Children aged 4years and below developed poor executive functions and poorer cognitive performance. However, the content in television programs is a key determinant since children who were exposed to child-directed programs did not show poor performance but children who watched adult-directed content developed poor executive function (Kostyrka-Allchorne, Cooper & Simpon 2017). On attention problem, longitudinal correlation studies show that child behavior is a key determinant in that children exposed in television at an early age develop attention deficits. On language development, high exposure is associated with poorer communication skills. An important point to note is that children educational programmes and adult programming diminished language growth. Generally, longitudinal studies show that television exposure affects cognitive and educational outcomes. This mostly affects children who started watching inappropriate content at an early age and this means that the age of exposure is a key determinant. This study has weaknesses as it lacks precise viewing measures and omits important content such as cognition/attention assessment (Kostyrka-Allchorne, Cooper & Simpon 2017). However, the strengths of the longitudinal study are that it employs various variables which help the reader understand the television exposure and attention problems. Experimental studies from the published literature shows that television exposure and its effect on children developed is determined by child-parent interactions. For example, parent spends more time on television and this hinders child growth due to lack of parental verbal communication to children. In addition, lack parent-child communication leads to poor language development and poor academic performance. The studies show some weaknesses in that it lacks enough content and experimental research to explain the children’s behavior (Kostyrka-Allchorne, Cooper & Simpon 2017).
Heavy Childhood Television Use Persists into Young Adulthood and is Associated with Increased BMI
Summary
Cognitive development theory states that a child develops intelligence through interacting with environment. In addition, a child must go through some stages in order to develop behaviors and ideas. This article introduces the issue on TV exposure and high BMI. This theory is related to this topic in that first, the article by Kostyrka-Allchorne, Cooper & Simpon (2017) has shown that TV exposure leads to sleep disturbances. The latter affects cognitive performance through impairing the working memory. Cognitive performance is affected by inattentiveness, slowed responses and more. When sleep affects cognitive performance, children experience slower cognitive development which means that the child lacks cognitive stimulation which improves cognitive control network and stimuli response (Oakley, 2004).
Cross-sectional and longitudinal analysis reveals that TV exposure is associated with high body mass index. In the study, a survey data is used to examine the socioeconomic and health outcomes of families. The University of Michigan’s PSID has been collecting data from both individual-level and family-level but since 1997, PSID collect data on children where they measure TV exposure and BMI. In measure in BMI, child height from parents was taken and adults’ height was self-reported. In calculating the BMI for both children and adults, the standard formula was used and other valuables (Chance, 2016). On measuring TV exposure, two variables were used on evaluating the time spent on children and adult on TV on weekday. In addition, control variables were used in measuring BMI. For example, investigators focused on race, age, time spent on video games, time spent on physical activities, level of education of the ‘head of the household’ and the level of income. In measuring the TV exposure on BMI on both children and adults, a recursive path was used (Chance, 2016). The results showed that during childhood and adolescents, TV exposure increases BMI. The reason for this is due to different factors namely; sedentary behaviors. This means that children and adolescents spend more time sitting or lying down and this makes then not to engage in physical activity. In addition, sedentary behaviors increase screen time which leads to heath effects. Thus, sedentary behavioral and lack of physically exercise are associated with high BMI. The second factor is snacking while viewing. This means that children and adolescents like snacking while watching TV and causes an impairment of memory of food intake and after watching, children eat more. The study shows that the behavior increases BMI and weight disorders since they consume unhealthy foods with full of fats and sugars (Chance, 2016). Other factor is exposure to advertisement. This means that fast-food advertising increases the consumption of fast-food which is full of calories and sugar. These food leads to health problems such as obesity. The last factor is sleep disturbances. This means the more children spend more time watching TV, the more they experience sleep problems. Lack of sleep leads to obesity and this occur when ghrelin (‘hunger hormone’) increases hunger and forces an individual to eat high-calorie foods to control the hunger. The finding show that there a therapeutic rationale that frequent behaviors performed in childhood such as watching TV are likely to be used in future life. In other words, high TV exposure develops TV ‘habit’ which creates a concurrent effect of BMI in adulthood (Chance, 2016). An important point is that high exposure leads to sleep deprivation and the latter makes children and adolescents to consume calorie which increases weight.
What I learned.
From the two articles, I have learned that TV exposure is associated with negative effects. The appalling thing is that children’s cognitive and developmental skills are affected due to high exposure. Children in preschool years or at the age of 4 years are able to understand the nature of television and during this period, they are exposed to all TV programs which contain violent and non-educational programs (Kostyrka-Allchorne, Cooper & Simpon 2017). The exposure contributes to attention deficit and lack of self-regulation. Even though the articles mainly focus on revealing the negative impact of TV exposure on children development, I have also learned that television programs with appropriate content helps children develop social skills. Thus, content is a key determinant and this means that some children are likely to develop cognition and behavioral problems than others. Other important thing is that high exposure increases BMI and this happens when children watch advertisement on high-calorie junk food, when they develop sleep problems, when they watch while snacking and when they spend much time sitting and lying down and less time on physical activities (Chance, 2016). This topic is important and more studies should be done to save children from health risks. In specific, studies should offer solution based on amount of time that children should use in watching TV in weekly basis and the programs which children should watch. In addition, the study should show the importance of parent-child interaction and reduce screen time.
Reference
Chance Y. (2016). Heavy Childhood Television Use Persists into Young Adulthood and is
Associated with Increased BMI. School of Journalism and Mass Communication, Kent
State University, Kent, Ohio, USA. 24, 924–928. doi:10.1002/oby.21453
Kostyrka-Allchorne K., Cooper R. Nicholas & Simpon Andrew. (2017). The
relationship between television exposure and children’s cognition and behaviour: A
Television commercials are developed to be informative and entertaining. The content of these commercials are normally intended at achieving two things , which includes engaging and persuading viewers at anytime so that they can remember the information portrayed and develop interest for the product being advertised (Kroon, 2010). For the audience to be engaged and get all the information on a product or service being advertised, the presentation of the commercial has to attract the audience and keep them interested, so as to persuade them to continue watching. Commercials are developed to appeal to the fundamental needs and wants of the any prospective viewer, and they on rare cases do they appeal to the intellectual and logic aspects of audience’s personalities. By trying to impress the viewer these commercials end up persuading them about how their needs and wants can be met through the services or the products being advertised.
Informational and entertainment programs like special reports or news are normally structured in a way that a commercial break is allowed in between. The structuring of the programs is done in such a way that the viewer will be motivated to stay tuned in and follow the continuation of an interesting event that has been interrupted by this commercial break. Marketers know that people behave differently during from one individual to another and from different situations (Kaufman & Horton, 2014). At times, people will just stay tuned while waiting for a program they were following to resume, while at other times, the commercials provide a break for people to do some minor things like invading the kitchen to get fast snacks, visit the bathroom or to have brief talk with family members watching the programs with them. The commercials have to persuade the audience to stay tuned and, and inform them about a product that is being advertised (Kroon, 2010). The average viewer may not be aware of the persuading aspect of the viewer, and they can rarely stop themselves from being persuaded to watch an interesting and entertaining commercial.
An important aspect that has made the television commercials informative and entertaining is that they are made easy to understand and remain enjoyable. Simplicity is a major feature that facilitates the instant capturing of a commercial so as to spur action in the viewer. The marketers know that if the interest of the viewer is not captured instantly, it has failed in the intended role. For it to remain informative to the viewer, essential components of the product or service being sold is repeated sensibly while focusing on the benefits of such products. Creativity is also an important element that ensures that the commercials serve the major purpose (Kaufman & Horton, 2014). Creativity involves applying a distinctive twist, since monotonous commercials will turn off viewers who want something unique and fresh and one which they can relate to. To relay information about the product and service being sold, the commercials normally incorporate emotions, which when induced, forms the best way of capturing the viewers’ attention (Kaufman & Horton, 2014). Laughter, joy, sadness and anger are very powerful emotions which are combined creatively with the commercials in order to make the audience relate to and remember the products and services. However, negative emotions are not mostly induced, since the intention is to make people feel happy and good about a certain product or service.
References
Kroon, R. W. (2010). A/V A to Z: An encyclopedic dictionary of media, entertainment and other audiovisual terms. Jefferson, N.C: McFarland & Co. 352-354
Kaufman, I., & Horton, C. (2014). Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge.
Q1. SEM (Search engine marketing) is a process of marketing which use search engines in researching and submitting a website. Businesses use B2B brand such as Smartphone and creates a website. Consumer visits the websites and views products. Then business is supposed to offer payment on pay per click. Text ads in online ads produce Google search results (Chaters, 2011). It displays headline txt of a device, a URL which is a website address and a description text on the product or services. Text ads are different from expanded text ads in that the latter has two headlines and two description lines. The expanded text ads are also connected in mobile devices.
Q2. SEO (search engine optimization) is the use of search engine to improve quality and quality of a website. A B2N brand such as online clothing is advertised in websites. Businesses have online stores and through SEO, businesses are able to improve productivity and competitiveness as consumers have a high website trust through using search engines (Chaters, 2011). When typing keywords, SEO produces relevant content and consumer is able to see the important descript of products and services.
Q3. In Digital Marketing Plan, ‘poo pourri’ use social media strategy. This method helps the company to maintain its competitive edge in the market. It advertises its products on Facebook, Instagram, Twitter and YouTube (Raghupathi, 2013). The company promotes its content through creating an interaction with consumers. The company has connected its business operations with many social networks and its websites are increasing. I can also recommend the company to use traditional marketing plan such as competitor analysis. The company should compare its marketing efforts with that of the competitors. It will also have the opportunity to identify weakness and strength and implement the most-effective plan. The company should also use market conditions analysis (Raghupathi, 2013). This will help the company to manufacture quality products which are demanded by the target markets.
Q4. Consumers with multiple touch point tend to interact with various communication channels, products and services. In this situation, customers’ gain more experience by coming across different channels, products and organizations. For example, in purchasing a shoe brand, consumer tends to purchase a high quality shoe which will meet the preference (Court, 2009). When there are multiple channels advertising and selling shoes, customers will purchase the shoes by using five process of decision making in purchasing. For example, customers will ensure that the shoe meets the needs, they will also use search engines in searching shoes with satisfying elements, they will select quality shoes with effective cost and will the best place to buy the shoe. Consumers also apply goals and expectations when purchasing products in multiple touch point. Businesses use Google Analytics in making the decisions. Business are also using a consumer journey maps and through understanding the customers experience, it is easier to create a value-driven decisions and provide essential components (Court, 2009).
Q5. Jimmo Choo should apply consumer psychographic in consumer profiling. This means that the company should consider the interest and opinions of customers as well as their lifestyles. Rather than relying only on demographic data, the company should evaluate psychographics and focus on a specific group and their behavior toward website visits, products and services, values, avocations and more. The company will save both time and money and focus on targeted areas when manufacturing and advertising products and services (De Vault, 2017). On consumer profiling, Jimmo Choo should also consider age, gender, race and education. For example, the latter will help the company understand whether customers are upper-income consumers or low-income consumers. Race is also important as different race have different preferences and the company w ill understand products needed by all races. Gender and age will help the company identity products needed by male and female and those which will satisfy the need of young and old customers (De Vault, 2017).
Q6. GA is a web analytics program used in ecommerce tracking in sending transaction data. This method use receipt information and it lacks free data which business needs to increase revenue. On the other hand, enhanced GA is a program which has a funnel system and various ecommerce data which helps the business and consumers to view products information, product impressions, transactions, website visits and customers’ response on the websites and many more (Barnes, 2014). Advertising companies can benefit from enhanced GA because they will have the opportunity to create e-commerce engagement where they will analyze e-commerce data. Companies should implement GA tackling in order to create tracker objects which will be applied in tracking pages, monitoring traffic and increase revenue. With GA tracking, companies will also identify weaknesses and strengths of the websites (Clifton, 2012).
Q7. Heat map in GA is feature in the Google Analytics Mobile App. The latter was made by Google and it has real-time data and users can also create a mobile dashboard. The heat map feature in the app is also used to visualize metrics. Heat map is helpful as it will provide a hypothesis based on the questions or pages you want to visit (Clifton, 2012). When using Desktop and mobile, heat map will retain visits by implementing site elements for the customers. However, is advisable to identify how the two differ in order to meet the different needs for customers.
Q8. Bounce rate is defined as a single page visit where users visit a single page. Example of an industry which may demonstrate a good bounce rate is the advertising industry. If the websites are associated with speed and usability, customers will bounce less by navigating to the websites fast. When customers visit the website and find a commercial intent, they will bounce less and the industry will get a less bounce rate (Clifton, 2012). Social media industry also faces a good bounce rate as customers visit the sites and finds that they are nice and friendly. Bounce rate signifies that it can be a bad thing if the bounce rates are high and it is associated with benefits if the bounce rates are less. It is important to understand the bounce rate in order to track the sites and use relevant keywords and implement landing page software which helps in addressing problems (Clifton, 2012).
Q9. Social media is associated with important aspects as it allows customer to share opinions and to exchange information. It has variety of channels and tools such as SMS, emails and more. It has a flexible medium and with technological change, tools are available to maintain the interaction. A car is an example of a brand which can be marketed through these channels. Facebook has weakness due to the News Feed default. However, I can use the strategy of finding audience in Google Analytics. This will assist in viewing visitors on websites, their needs and their goals. Instagram is an app which may hinder reaching the target audience. The strategy which I may use is to post picture of the brand and the image will remain in the Instagram where various audiences will view it. YouTube has weaknesses as it does not have quality customer service and it can remove the video at any time. However, YouTube analytics will help to create relevant video with important content.
Q10. Rutgers Business School is using Program Format which is Online-Mini MBA which allows faculty members to hold online discussion in answering questions. It also use program benefits such as the Mini-MBA certificate program which provides the school with digital marketing strategy. Students complete the certificate program and earn the elective waiver of other MBA programs. I would also apply SEM and SEO as both will build the business and welcome more visitors (Chaters, 2011). They will also add practical techniques which will assist in creating websites and increasing revenue. Mobile will also be important as it as agile and fast. Customers will get access to digital content.
Reference
Chaters, B. (2011). Mastering search analytics. Sebastopol, CA: O'Reilly Media.
Clifton, B. (2012). Advanced Web metrics with Google Analytics. Indianapolis, IN: Wiley.
Raghupathi R. (2013). 20 Million Views Later, How Poo~Pourri Made a Splash on Social Media. socialmediatoday.com
Features of Advertisement in Features for Men Detergents
Advertisement is the most essential part in the economic sector and, without it becomes a difficult task for consumers to be aware of certain product and services. For a business to succeed, it is upon the advertisers on how they create desire in the viewers. Through advertisement full information is given on how to full fill their desires thus; making the consumer at ease with the product. In my case on advertising the male detergent, I should focus on the effective company goal which is encouraging the customers on product purchase. I would simply opt for a campaign as the best method of convincing the target since; i take the product to them (Yiannakis, Andrew & Melnick 78).
Features
Repetition should be my main feature in the male detergent advertisement because, it is the best effective technique used in building awareness in the consumer’s mind. Having mentioned The Frey for men detergent many times, becomes a rhythm in the consumers mind thus; avoiding confusion at purchase. However, the society gains an enhancement of social enrichment as well as inspiration, to the individuals benefiting from the product. Even in situation where listeners do not remember how the product is used, they cannot forget its name (Yiannakis, Andrew & Melnick 78).
Claims on the product are another essential feature of consideration, in my male detergent campaign. This facet involves making positive claims on what the detergent can do on clothes. It is my obligation to show audiences probably, the targeted consumers how Frey detergent softens and cleans outfit. With the claim attribute I opt to be careful since, despite educating clients on my product I might offend them in using hype on other products. The feature is essential by generating expectations for buyers though, it can mislead by usage of ‘weasel words’ (Kardes, Frank, Thomas & Maria 231).
Advertisement is one way of marketing products and services thus; generating ideas which connect the business to their consumers. The other thing of consideration while adverting on my product should be ethics, because it serves as the most powerful force in shaping altitudes as well as behaviors. With ethics I would opt to be selective on the values as well as altitudes, in promotions while ignoring other fosters. In my case the product is meant for the male gender therefore, I should ensure not to create problems in the eyes of the unconcerned (Yiannakis, Andrew & Melnick 78).
Advertisement does not only generate economic aspects but also, benefits the culture. The impact of advertising on the media depends on the revenue thereby, as an advertiser I have the opportunity to exert a positive influence about the media of choice. The society is at an advantage of social uplifting as well as inspiration, to the individuals benefiting from the product. By using tasteful, witty as well as entertaining methods in my advertisement campaign; I should expect to have convinced all men on my detergent (Kardes, Frank, Thomas & Maria 231).
In some instances, commercial adverts are based on cultural aspects since at some instances it can betray it role as a source of information by misrepresentation of facts. With the Frey male detergent I intend to persuade and motivate them of its importance. It is importance to show truthfulness of the product by simply showing s demonstrations. Truthfulness in adverts should be shown by avoiding things which might which might withhold irreverent facts. Generally the most powerful aspect of shaping the company’s brand and product is through advertisement. Business uses various advertisement techniques to avoid any insecurity thus, avoiding common social problems (Kardes, Frank, Thomas & Maria 231).
Work Cited
Kardes, Frank R, Thomas W. Cline, and Maria L. Cronley. Consumer Behavior. , 2014. Print.
Yiannakis, Andrew, and Merrill J. Melnick. Contemporary Issues in Sociology of Sport. Champaign, IL: Human Kinetics, 2001. Print.
What are some of the changes that Google has made to its search engine algorithms to improve search results and user experience?
There are important changes which Google has made to its search engine algorithms to improve the quality of the results and users experience. Vice –President of Engineering in Google, Ben Gomes, said that the purpose of updating algorithm is to provide relevant and exact answer in a quick manner (Smith, 2015). It has made the following changes;
Mobile-Friendliness as a Ranking Factor - In 2015, Google announced that there will be a new website called mobile-friendliness and those who use mobile device will benefit (Smith, 2015). It said that the mobile-friendly sites will make websites to be clearly viewable on mobile devices. The purpose of mobile-friendliness is to help the users of mobile device have a browsing experience through getting search results in mobile-friendly sites.
Twitter Results in Search- In 2015, Google and Twitter created a deal to create social network service’s tweets. This means that Google search results will have tweets from more than 302million Twitter users (Smith, 2015). Given that tweets will appear in Google search results, many audiences will be able to see the tweets.
Pigeon Expands (UK, CA, AU) - In 2014, Google confirmed that there were no local Pigeon updates in UK and other countries. USA is the only country which has the Pigeon update and it was providing accurate local search results (Smith, 2015). For this reason, Google expanded Pigeon to other countries and many businesses have noticed the impact of the update.
Hummingbird- this was introduced in 2013and it helps users in searching entire sentence rather than separate words.
Why have advertising networks become controversial? What, if anything, can be done to overcome any resistance to this technique?
There is a problem with advertising networks in issue of illegal practice known as click fraud. Click fraud in internet advertising industry is the major problem (Kovacich, 2008). It has been found that dishonest advertisers use click fraud to lessen the competitor’s budget on advertising. In addition, industries conduct this activity to boost advertising revenues since click fraud involves pay-per click advertisement. They either use hyperlinks, software or online bots. Advertising networks are the beneficiaries of this illegal act (Kovacich, 2008). There are possible ways to prevent click fraud. These include; monitoring-this means that customers should monitor pay per click in order to notice irregular clicks (Kovacich, 2008). In case of fraud click, the customer should check IP addresses to identity the fraudulent clicks. Monitoring also involves competitors and in this case it is important to check the competitors interfering with keywords. Customers should also select specific countries for advert. For example, target low labor countries since employees in these countries focus on clicking on advertisements but not fraud. Last, software programs such as ClickTracks and Clicks2Customers are very helpful (Kovacich, 2008). These two are important as they help to identify suspicious visitors and customers also get fraud report for search engine firm.
What is a marketing automation system and how is it used?
Marketing automation is a software platform that companies use in marking activities. It helps companies manage their campaigns and they are able to view the prospects (Sweezey, 2014). This software platform is connected with lead acquisition in a marketing group. Companies generate business opportunities, improve buyers and increases alignment. Marketing automation is used by creating marketing intelligence. This means that a company should use tracking codes to understand the potential customers and their behaviors as well. Companies will open market segments, gain experience and improve behaviors (Sweezey, 2014). Second, market automation is used by creating business development. Companies are supposed to put concern on interests, behavior and attitude and provide products according to their preferences. Last, companies should set workflow automation. This involves internal processes like asset management in running large organization (Sweezey, 2014).
Reference
Smith Barrie(2015). 6 Must-Know Changes to Google’s Search Engine Results Pages. Receptional Ltd. All
Asphalt Shingle is one of the best roofing materials for the residential houses since it can withstand any amount of pressure either in cold regions or hot regions using the latest technology (Bliss, pg62). The environmental implication of Asphalt Shingles is that they can lead to wastage of energy since they are manufactured using petroleum and therefore emit gasses once they stay for long.
Cedar Shakes can be used effectively during summer since they cool down the room temperatures and in winter to keep the house warm. Cedar Shakes acts as a means of eliminating carbon dioxide in the environment since the cedar do not emit harmful gasses but harm the environment through cutting down of the trees for use in roofing (Allen et al., pg67).
Tin is also an advantageous way of roofing since it reduces the cost of maintenance though its installation can be expensive. Tin is effective for use in Canada where the temperatures are low since they can shield on ice and snow, therefore, no leaks as observed with Shingles (Mitchell et al., pg141). It is environmentally friendly since they cannot catch fire and destroy the environment.
Tiles as an option for roofing can be very expensive but long lasting. It is advantageous in the physical environment since once they are installed, changing them can even be after more than a century (Hillis and John, pg77). Recycling of tile roofing is cost effective and does not destroy the environment in any physical way.
Enviroshakes products have been recognized mostly in the United States and in Canada for their quality in nature and act specifically as the natural cedar shakes and many others (Edey, pg210). High profiled buildings such as that owned by Henry Thoreau have been renovated using this roofing. Enviroshakes do not have any environmental impacts as they do not emit harmful chemicals into the environment and are only installed professionally.
The best roofing type for the 5000 square foot roofing is the tin material since they last long and can be used to regulate temperatures and prevent leakages.
Works cited
Bliss, Steven. Best Practices Guide to Residential Construction: Materials, Finishes, and Details. Hoboken, N.J: Wiley, 2006. Print.
Mitchell, Ryan. Tiny Houses Built with Recycled Materials: Inspiration for Constructing Tiny Homes Using Salvaged and Reclaimed Supplies. , 2016. Print.
Allen, Edward, Joseph Iano, and Rob Thallon. Fundamentals of Residential Construction. Hoboken, N.J: Wiley, 2011. Internet resource.
Hillis, David R, and John B. DuVall. Improving Profitability Through Green Manufacturing: Creating a Profitable and Environmentally Compliant Manufacturing Facility. Hoboken, New Jersey: Wiley, 2013. Internet resource.
Edey, Anna. Green Light at the End of the Tunnel: Learning the Art of Living Well Without Causing Harm to Our Planet and Ourselves. , 2014. Print.
Environmental Canada (2006). Microbial Source Tracking in Aquatic Ecosystems: The state of the science and an assessment of needs www.nwri.ca
A paper clip is an abundant device that is utilized globally in providing temporary holds to papers. The technological manufacturing of paper clips evolved in the 20th century (Meijers, 2009). The developing of these clips was based on the growing need of connecting papers records together. Paper clips are utilized in connecting paper materials together to act as a reference. In addition they help in keeping a better record of paper without loss. It is used in paper sheets holding and is normally made of steel and it has different shapes (Meijers, 2009).
Clip papers manufacturing does not necessitate numerous raw materials based on the fact that the manufacturing is very easy (Meijers, 2009). Paper clips are developed from galvanized wire steel. The diameter of the wire normally depends on the general quality and size of the paper clips that are being developed (Meijers, 2009). This therefore illustrates that paper clips can be developed from cheap, light or high quality steel which mainly depends on the manufacturer. However the materials utilized in the manufacturing have to match particular physical aspects in ensuring that the developed clips are satisfactory and effective (Meijers, 2009).
The manufacturing procedure of paper clips is termed as simple as it utilizes a single wire formation machine. In addition the procedure is termed as easy because since the early 1930’s this procedure has not engaged in any transformation. The procedure of manufacturing begins with large steel wire that is normally galvanized (Kamrani & Salhieh, 2002). The person that is responsible for the production feeds the wire forming machine by the end of the wire which is then inserted into the machine that is utilized in manufacturing of the paper clips. When the paper clip is complete it holds three different bends. The making machine forms the wire in three different bends through the procedure of cutting it and passing the wire in three different small wheels. The particular wheels are rough in a slight mode and they are able to acquire the wire length as it passes through. The first wheel is able to turn the wire by at least 180 which is the formation of the first bend and the second bend is making by the second wheel while the last bend is made by the last wheel. This process is normally very fast and hundreds of clips can be generated within a minute. When the paper clips are completed they then fall into the organized boxes. The filled boxes are sealed after being shut. The operate times of the clips normally depends on the size of the organization which means that some may work more than a single time. The dozens of manufacturing machines are managed by the employee through automation controls (Petroski, 2000).
Modern design paragon normally holds up the gem clips the materials utilized in developing paper clips is required to hold certain characteristics (Meijers, 2009). The wire must be stiff to handle the utilization use but it should be easy to open. Reshaping of the clip designs must be considered. Cost effectiveness, the corners must not offer sharp ends of breaking ends. The utilized material can never be corrosive should be shiny, or even dull in distinct sizes. A consideration of design is normally performed as it can be in different serrate and in making fresh paper clips materials options and designs are confronted by the clips manufacturers (Meijers, 2009).
References
Ali K Kamrani & Sa'ed M Salhieh. (2002). Product Design for Modularity. Boston, MA: Springer US.
Meijers, M. (2009). Philosophy of technology and engineering sciences. Amsterdam : Elsevier/North-Holland.
Petroski, H. (2000). Invention by design: how engineers get from thought to thing. Cambridge, mass: Harvard university press.
Advertising is a crucial aspect in business plan and it plays a significant role in building relationship and providing effective communication about products and services. Marketing campaign enhances business growth though it requires strategic ways of catching the customers’ attention (Schiffman et al, 2013). However, there is an increased clutter in advertising and many businesses are unable to achieve competitive advantage as customers are lacking concern and they are unable to pay attention to the large volume of messages. Marketing clutter affects the business operations negatively and degrades brands. However, the high competition has created innovative methods which advertiser can use to cut through the clutter. The following three methods will help the advertisers to promote their business, achieve competitive advantage and maintain their competitive edge in the marketplace.
Guerrilla marketing
This is a new type of marketing strategy which was established by Jay Conrda Levinson. It involves unconventional ways and a little amount of money is spent while advertising products and services. This kind of advertisement takes place in unexpected places and the methods used should be unique-meaning that the business should be the first one to do so (Schiffman et al, 2013). Advertisers capture the consumers’ attention by focusing on imagination and personal memorable level. The main purpose of this strategy is to surprise the customers so that they can gain the interest of the brands by using their cognitive ability to understand the message being delivered. The surprise element creates extraordinary stimuli which require spontaneous elaboration on the product thereby creating a greater attention. Guerrilla marketing strategy has given advertisers the opportunity to move out from traditional media such as TV, direct mail and radio and to enter in a new electronic media (Schiffman et al, 2013). The strategy is very effectively as the advertiser surprises the consumer who then creates interest and increases engagement toward the advertised product. The strategy creates memorable experience and there is a high probability that the customer will forward the information on the product to other people and through face to face communication, the advertisement will reach many people (Schiffman et al, 2013). This type of advertising requires less money but needs a high amount of energy, time and imagination. It is effective in that customers with unconscious mind are likely to take interest on the product since the advertising is associated with repetition and direct contact to ensure that consumers have emotional response about the product.
Viral marketing
Viral marketing is a strategic method of advertising and the message is delivered in a quick manner. Business use sites for social networks such as Twitter where advertiser creates unique messages, word of mouth or humorous videos about a product (Schiffman et al, 2013). In most cases, the message delivered is personal-meaning that it is launched on the company’s webpage or social media websites. Consumers view the advertisement when they visit the website and open the page link. They then copy the advertisement and forward it through e-mail to other webpage. The purpose of viral marketing is to deliver viral messages to consumers who are interested in social networking and who will distribute the information to others in order to create a competitive environment (Schiffman et al, 2013). Advertisers should note that in this strategy, there should be a messenger that is - information specialists and this is a person who takes the information to the social network, there should be social hubs and these are individuals who connects the information to the social networks and there must be salespeople who makes the information delivered by information specialists more stronger. In addition, advertiser should ensure memorable and sufficient messages which are unique in order to capture the attention and motivate customers (Schiffman et al, 2013). Third, the viral marketing must be done in a good environment where timing and context are key factors. Note that viral campaign is effective since the company will be able to evaluate the consumers’ attitude about the brand by viewing their likes and shares.
Engagement marketing/experiential marketing
This is a strategic way of marketing which is based on engaging and inviting customers in brand development. This strategy raises awareness, creates memories, encourages interaction and builds relevance. Rather than delivering the information about a product to consumers, they are allowed to participate in creating marketing programs and this is a strategic way of creating brand and consumer interaction (Schiffman et al, 2013). When the company advertises the product in television or commercial advertising, the customer gains an experience about the product and thus he or she creates trust and builds the interest toward the product. Rather than delivering the advertisement in media at the first time, engagement marketing allows the customers to have a dialogue thereby creating interaction and cooperation (Schiffman et al, 2013). Advertisers should understand that empathy and emotions are key factors which company should adopt since they create trust. Thus, both advertiser and customer should interact and listen to each other to create higher power and experience.
Reference
Schiffman, Leon G, Leslie L. Kanuk, and Joseph Wisenblit (2013). Consumer Behavior Tenth Edition, 2013
The president of Pepsi Company, Brad Jakeman commented on the issue surrounding the decline in popularity for advertising as a marketing tool. Speaking at the Wall Street Journal panel, he made the claim that it was not the fate of all forms of advertising that was doomed but only advertisements that were bad or of poor quality. The event was originally to recognize good advertising and commend the creative work put into them. This time however, the event faced mixed reactions as it was a precarious period for the advertising industry. While traditional methods of advertising had been quite successful in the past, the new age had brought about issues that threaten the entire use of advertisements as a marketing tool.
In the article, Perlberg (2016) pointed out how advertisements are not reaching as many people as they used to thus limiting their success as marketing tools. In the online community, advancements in technology have brought about the creation of software that allows the user to block out all advertisements sent through the web. While in the past the advertisement could reach nearly all online users, the blocking tools mean that not everyone will get to see the advertisement as was intended. This is especially troubling because the success of an advertisement in the marketing world means reaching as many people as possible so as to create the most awareness for a product.
There is also controversy over transparency and marketers are getting more and more interested to know how the money they pay for advertisement is being spent by the advertising agencies. This combined with the fact that media pioneers are now offering to produce content for the brands they work with has made the world o advertising more difficult. As a result, advertising companies have to come up with faster and more compelling methods to attract customers (Pelberg, 2016). Traditional methods like the use of 30 seconds television advertisements are slowly losing their pull and advertising companies are forced to venture into the field of digital advertising. While this may be a positive step for such companies, they often make the mistake of making hundreds of advertisements all in the name of reaching out to the clients.
According to Perlberg, such approaches have created an even negative image for advertising as a marketing tool because the advertisements churned out are not only of poor quality; they also fail to connect with the narrative of the brand (Pelberg, 2016). This is especially because they are created quickly and very cheaply so as to remain competitive with other advertisements that exist in the market. It is because of such advertisements that consumers are looking for ways to evade meaningless advertisements and result to use tools that permanently blocks all forms of advertisements.
In his article, Perlberg (2016) points out that though the situation may be dire, it does not necessarily mean that advertising should be abandoned as a marketing tool. He further proposes that a solution lies in the method that Vice Media uses to set themselves apart from other advertisement companies. Vice Media’s method involves making custom videos with a feel of regular editorial fare for the purpose of advertising and marketing. The company works under the belief that consumers will not mind viewing content that is sponsored provided it is presented in a way that is compelling. They further believe that consumers will respond more positively if the advertisements are targeting their personal needs and requirements. If such measures are employed, the advertising market will be able to regain the glory it once had.
There are several mediums of advertisement mainly the radio, TV, and the print outs but the most exclusive in terms of appealing to the customers and the target audience is the TV. Advantages of using the TV is the wide range where communication can reach many and therefore reaching the target audience. Combining the different textures, images, motion, and even the sound makes the advertisement reaches many (Wolff, 2015). The audience includes mostly the individuals with the capability and the liking for unique products and features in the same products. The products include the Apple products, Samsung mobile phones, and the Chevrolet type of vehicle.
Samsung mobile phones especially the J7 has been one of the most advertised products on TVs mainly to its features that have been improved for the previous versions of Samsung phones (Wolff, 2015). Using the slogan of turning on tomorrow, the Samsung brand has increased in terms of customer request and demands. The target audience for the J7 includes both the students in campus and also those working in offices or who need to use a laptop at any one time mostly. Samsung is known to invest so much in marketing its products and therefore the product is advertised almost after every five minutes on TV (Miller, 2014). The advert connects to the intended audience in a great way since the advert has a color feature that appeals to the eyes and also a shape that can comfortably rest in the palm of the hand. It can also mislead a large number of people since the product is much the same with other types in the market and it is even expensive to purchases but acts to unite the buyers to the sellers.
The Chevrolet type of vehicle is one of the most expensive in the market and also one of the classiest vehicles in the market. Its advert can last for as long as five minutes while the features are being displayed on TV. Using the slogan ‘Find New Roads’, the advert reaches a larger audience and mostly because the users of the vehicle are from all over the world. The message that reaches the target audience is the fact that the vehicle is very much reliable and that it can create new roads where there never existed any roads (Nixon, 2013). This kind of message connects directly to the target audience since they are able to view the shape and how good looking the vehicle is and therefore appealing more customers to buy the vehicle. The advert on the vehicle tries to send a message that there is much more than just a vehicle where a society can benefit from the product. Fallacies in the product can include the ability to climb on mountains of which it is very impossible but the advert makes it seem like it can climb.
Apple product especially the new iPhone 7 is also an advert that has been on TV for a while. The advert portrays a message that the product is one of the best products and its ability to even perform under water (Miller, 2014). Lovers of having fun and always taking a photo are the most targeted audience and it has appealed too many since the product have the ability to act as a music system due to its speakers. The advert appeals to the audience in a way that makes them want more of what they even have at hand. The message displayed can be used to identify a certain society where it is of the rich since the product is expensive to purchase.
References
Miller, R. L. R. (2014). Business law: Text and cases : the first course.
Nixon, S. (2013). Hard sell: Advertising, affluence and transatlantic relations, c. 1951-69.
Wolff, M. (2015). Television is the new television: The unexpected triumph of old media in the digital age.
The advertisement illustrates a combination of images of fresh products that Subway offers to its consumers. The displayed items are very pleasing to the eyes and they seem very fresh with different preferences. The advertisement is aimed at convincing the audiences to consume Subway sandwiches as they are of quality and consumer oriented. The advertisement has an effective slogan and it is well demonstrated that everybody who wishes to at least try to consume once should try a Subway and eat fresh (Subway, 0:05).
The advertisement is targeted at sandwiches consumers in general because it targets those individuals who are conscience of the quality of what they eat. This is because health has become a major matter in the modern world and despite the fact that individuals opt for fast foods them what to eat quality and fresh products. The advertisement, therefore, targets both those that are on diet and those that want to eat healthily (Subway, 0:11). The advertisement begins with a comparison of both Subway sandwiches and burgers to try and show why the Subway sandwiches are the best option. The reaction on the character after being asked if she is eating burger shows the target audiences that despite the fact that Subway burgers and sandwiches may be having the same level of satisfaction in regard to taste and preference the offered Subway sandwiches holds an improved value in the context of nutrition. The images of the sandwiches are something that everyone who loves sandwiches can clearly relate to. The image is very clear and brief which develops the impression of what type of sandwich that Subway offers. In addition, the advertisement is not targeted to a particular social class because the advertisement states that their prices are discounted to sit everybody needs and pocket.
The significance of eating fresh and healthy Subway sandwiches is also illustrated by the characters body as her body creates imagery through vision technique. This, therefore, emphasizes on the risks of obesity as well as the importance of healthy eating. This technique continuous as the advertisement demonstrates a variety of sandwiches which are fresh with distinct meat kinds and vegetables. The purpose of this technique is to persuade the targeted audiences that Subway sandwiches are healthy and delicious and it used the application of imagery in attracting a wider population (Subway, 0:15).
The advertisement is purposed at bringing the Subway customers to but the amazing and fresh sandwiches. A view of the Subway advertisement generates joy and a desire to taste the sandwiches based on the fact that people opt for quality and taste when it comes to meals. The sandwiches look very fresh which attracts one's attention as intended by the advertisement (Subway, 0:18).
The advertisement works in this particular period because the fast food industry has rapidly taken place. The advertisement makes it clear that the current America culture is characterized by unhealthy eating and there is a growing need for change. The advertisement urges individuals to eat healthy even well eating fast foods. This, therefore, implies that it is not generally about eating but the quality of what are being eaten matters more. The advertisement accurately reflects the American 21st values where most individuals want to eat healthy due to the rising issues like obesity and diabetes which are associated with unhealthy eating habits. The advertisement leaves the message that Subway offers the best dining option which considers freshness and healthy living.
Work Cited
Subway. (2012). Subway Eat Fresh. Retrieved from https://www.youtube.com/watch?v=cz_q34URLM0
Q1. What mistakes did Newberg and the steering committee make in the initial development of the protocols and documentation and the early implementation stage.
During the initial development, Michael Newburg and the steering committee made various mistakes which hindered the implementation of management system. First, they failed to register the Fortune 500 consumer products under ISO registration (Evans, chapter 7). The company had a problem in management system and the registration could help the Modern Ad Agency to meet the customers’ needs. Secondly, Newberg and the steering committee had set the documented system and system upgrades but they failed to set a launch date for mega products and the failure was contributed by miscommunication. Thirdly, managers, process operators and supervisor had no enough time to set plans and instructions on how to apply applicable elements in the management system. This caused a big problem where customers were receiving noncompliant products regardless of Modern Ad Agency guarantee on implementation of quality management system (Evans, chapter 7). Fourth, there was kind of chaos between the operating managers because not all managers could understand the new changes since there was boundary between the departments and this means that they were not moving in one direction. In addition, due to poor management and incompetent leaders, they could not understand their responsibility as well as the power in changing the management system. Other thing which contributed to failure is that there was an incomprehensive plan, inadequate coordination and discontent (Evans, chapter 7).
Q2. What were the early indications that the system was not working as planned, and why were thry ignored? Why weren’t improvement efforts more effective?
It is important to note that early indicators come into sight when they failed to launch date and a faulty ad copy and the failure was contributed by lack of effective communication. This was a big mistake and there could be no smooth operations without DAA protocols and quality checks (Evans, chapter 7). Other early indication is that the quality system was not functioning well. This means that there was an ineffective operation and the managers’ efforts to implement new system were not effective as they could not comprehensively understand their responsibility and authority as well (Evans, chapter 7). The improvement efforts were also ineffective due to lack of coordination among supervisors and employees. Initially, the training was focused on employees who were on lower class where managers could not get the important requirement of the organization.
Q3. What steps should be taken to revise and implement an improved organization structure and quality management system?
Quality management is very important in moving on the organization. Managers should find the best management approach and strive to offer quality management system, products and services which will meet the customers’ requirements (Evans, chapter 7). In order to apply the best company’s operations, managers should follow the following steps; first, managers should create improvement plan. After the baseline is made, it is important to take the customer feedback from all departments and set smart goals format with improvement plans and this will help all departments and specific staffs to follow one direction (Evans, chapter 7). Secondly, to implement quality organization structure and system, it is important to put in quality policy. This quality policy is for promotional purposes and it determines the organization statement based on organization committeemen and improvement. Third, quality procedure is much required as it includes responsibility and authorities, document control, work instructions, activities description, purpose among other important things (Evans, chapter 7).
Reference
Evans, James R.Edition: 7th ISBN: 978-1133955931. Quality and Performance Excellence. Publisher: Cengage Learning.
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