Discuss three examples how HIPAA is taught, practiced, and enforced in Research Paper

Discuss three examples how HIPAA is taught, practiced, and enforced in a health care organization. What is HIPAA and why it shou - Research Paper Example It was also designed to prevent employers from hiring persons due to medical conditions that may affect the cost of their job-related group insurance. Under its rules, there is a six month limit for denying coverage for preexisting conditions under employee provided health plans. Specifically, unless an employee has received diagnosis or treatment for a pre-existent condition within six months prior to being hired then they cannot be denied coverage for the issue (http://www.dol.gov/ebsa/faqs/faq_consumer_hipaa.html). A secondary purpose of HIPAA is to protect patient confidentiality. It regulates who can access medical records, the reasons they may do so, and the proper they follow. In most cases, it forbids individuals or organizations from looking at a person’s records without their permission. HIPAA must be followed for ethical as well as legal reasons. Because of its importance, a wide variety of health care and insurance professionals must be trained in HIPAA compliance. Training is offered in several formats, including online. The website http://www.ehipaatraining.com/ offers Internet-based classes on the subject. The Department of Health and Human Services offers similar resources on the web page, www.hhs.gov.

Motivational Theorists Essay Example for Free

Motivational Theorists Essay Team work is majorly important when organising, setting up or running a business. If employees and employers can’t organise themselves it causes conflicted between each other and the business might be affected by this. This could be because of disagreements of a topic, for example choosing a name for a product. This could cause tension between employees and put pressure on the manager. Team work is when a group of people come together to either discus or develop ideas. The groups can either be informal or formal. The main differences between these groups are that formal groups are more main stream businesses, for example Microsoft. Whereas team groups that are informal could be based upon close friends that are going on a Duke of Edinburg walk. However, because there are different organisations that have either formal or informal teams, this makes different structures depending on the different organisations involved. Informal groups are formed because the people involved feel the need for either: †¢Social interaction (sport events, birthdays) †¢To discuss different aspects of their business and the management skills †¢To discuss ideas regarding interests such as sports One of the main aims of the informal groups is to improve social needs, this will create motivation for the employees because they will feel more secure at work and they will have better communication skills. Although these informal groups are not set up by the management, they still have motivation as a useful factor. However, the aims of a formal group are different, this is because they seem more sophisticated and organised. This is because they are often organised because the group want to commit to long term and short term goals, therefore they have to be more committed and serious. Some of the groups are formed because the employees are working with similar goals, including: †¢Members feel committed and have a sense of ownership and respect for each other, including their other talents †¢The members almost always have a clear idea of their goals and aims †¢The members are motivated and egger to improve their businesses and their skills The members of the formal groups are not randomly selected, they are assessed because they need to have the same commitment and social skills as the other members in order not to bring the group down and cause it to be less organised. Teams are formed in organisations to help develop ideas that could potentially improve businesses. If teams are made then that means that there are more ideas involved and the business will be open to more options rather than one person putting in their opinions that could be based around the same thing. Teams are also formed to improve the contact and communication skills around the work place; it helps employees feel more comfortable with their surroundings and improves motivation for the staff. Year 13 applied team The year 13 applied class has organised a group in order to keep the organisation under control and more formal. Having this group in applied will help the year 13’s to become closer as a community. It will also improve social skills to a high extent which will gain valuable skills in the future when dealing with clients and customers. It will improve social skills because the students will have first-hand experience on what it is like exchanging ideas with their peers and team leader. It will force the students to get along with each other despite any social issues which prepare them for a future in business, making each student more professional. Having to discuss their opinions will also widen the students mind into exploring the different techniques that different people choose which means they will become more educated rather than keeping with the same technique that a student would use if they were to be working alone. The main aims of the DBS applied are: Usually organisations have similar objectives and aims, this is because profit related organisations want to make a profit and they want to event to be a success. However the aims will adjust to fit the event, for example one of the aims of a team building event might be to improve staff morale, whereas the aim of a product launch may be to raise awareness of a new product and attract new buyers. Every organisation and event will have an aim, either to make profit, be successful or be organised. The main aims of the DBS talent show are: †¢Raise awareness of the applied team †¢Make a profit to give to a local charity †¢To provide an enjoyable event for all participants and audience †¢To improve the school profile amongst the community †¢To ensure a smooth running event It is highly important for the DBS applied 13’s to have appropriate and SMART aims and objectives, this is because they help structure and organise the event making the chances of success greater than if they didn’t have aims and objectives. Benefits and limitations of team work Advantages Working with other students and employees can have benefits as well as limitations. The advantages and disadvantages of teams also need to be considered before deciding to transition to teams. The following table of team advantages and disadvantages is an adaptation of work by Medsker and Campion (1992).* This list can also be used by existing teams to self-evaluate their efficacy. (source /www.hf.faa.gov/) Having teams in a business can enhance the amount of work that is being submitted by the employees, this means that the business will benefit because they will have more work completed by a shorted dead line which saves time and money for new projects. An example of this is giving out leaflets to promote a product. If 10 people distribute the leaflets then it will take up less time than if it were one person giving out the information. Not only do teams benefit business and organisations, it also benefits individuals. This is because it improves communication levels and boosts confidence because the team members are working together and discussing their ideas. These are some team advantages and explanations: Team advantages Explanations Team members have the opportunity to learn from each other. This gives the employees the opportunity to embrace new ideas from different people; it also gives the opportunity to people to express ideas which mean other people can gather different information from difference aspects of the topic which will widen their mind frame. It gives chance to others to communicate with others. This will give the team members confidence in the work place because they will have better communication skills amongst themselves which also means that in the future they will be more likely to be able to get along with others in team work and amongst office hours. New approaches to tasks may be discovered. For any team, this is a benefit because different areas are looked at from the business plan. Because different people are working in the team there are many different ideas and tactics used which means new skills will be learnt and appreciated. Teams membership can provide social facilitation and support for difficult tasks and situations. This means that each team member is supported by their team mates, not only does this give confidence but it allows the plan to almost become bullet proof because if one of the team members are failing at a task there will be others involved to help. Disadvantages Although teams give both businesses and individuals they also have some limitations that come with them. For organisations there might be conflict between the team members therefore some team members might leave the company completely which will cost the business money because they will have to recruit new staff and pay for training and hold meetings about the event/program they are organising. This can also effect the views that team members have of each other, for example the completion rates might become too high (many members want to take leadership or the team) which might cause conflict between friends and colleges. Below is a table of some limitations the team work brings into a working environment: Disadvantages Explanations Some individuals are not compatible with team work.some individuals see team work as demotivating because it doesn’t fit into the way that they work, this might cause confusion amongst these types of people and it might cause them to lag behind and become over loaded with work they have to complete, this could cause the team to slip and cause problems. Some members may experience less motivating jobs as part of a team.There is almost a hierarchy in a team for example, there is the team leader that has the most responsibilities in the team and then the work load becomes less. Some workers are highly motivated by heavy workloads and high responsibility (theory X and Y), if a team member who works like this has little responsibilities then they are likely to become demotivated. However it could become the opposite way and a work member could be pressured by the amount of work they have to complete and they might feel unappreciated and stressed which could cause the team to fall. Teams may be time-consuming due to need for coordination and consensus.This could cause conflict with the team member’s social life because of the workloads that they are being given. It is important for a business to allow their team members to have a good amount of social life in order for them to work to a high standard. If the workloads given are highly time consuming then it might take over time and run into the employees leisure time which will affect the levels of happiness and could cause them to become demotivated and their working levels will drop. Impact of leadership In every business and organisation there are different ways of leaderships. Leadership is the way that the managers and team leaders motivate and control their employees, without them then it workers would not know what to do and the businesses will lose money and staff rapidly because of the lack of motivation and skills their employees have. There are five main management styles in business are organisations, these are made up of: †¢Autocratic †¢Democratic †¢Laissez-faire †¢Proactive †¢Reactive Autocratic Each one of the above are differently structured in order to fit the employee’s needs. They all can be related to the theories of Maslow, Herzberg and McGregor. Autocratic style workers are clear on their tasks that they need to complete, however these workers need a controlling environment to become motivated the workers are not quite focused. The manager of an autocratic worker gives the employees a set of tasks to do and they expect the workers to do exactly what they are told and when they are told to do it. There is hardly no opportunity for the autocratic workers to give their opinions to the manager and there is no discussions about the tasks that they have been given, it is a very controlled environment. Autocratic workers can be related to the theory X and Y (however the autocratic workers are only applied to X not Y) An example of an autocratic management style could be a bakery store, as the business became more popular and the demands became higher, the manager decided to become more forceful with the employees to make sure deadlines were complete on time and there was no money lost. Because it was a small business with such high demands then the manager would decide that there would be no room for discussion on the tasks the manager gave them. There are some limitations of an autocratic ran business, autocrats could lead to little motivation. This is because the employees have no say in the business that they are working on which could make the employees feel like they have little importance in the they are working in and they could feel highly pressured into doing some things that they really disagree on. This gives a sense of poor ownership and commitment to the business. Another limitation could be that, if a business is at a peak season and the demands are higher than usual there will be more pressure put on the employees and the manager might find that it is hard to cut the deadlines back even shorter than usual because there is already so much work that are on strict deadlines. Being an autocratic manager could also affect the business over all, this is because new ideas that employees have would not get across to the manager which means new improvements that could enhance the businesses income will not be acted upon. Having an autocratic based business could give some benefits towards not only the staff but the customer’s and consumers. Some examples of organisations that benefit from an autocratic based business are: †¢The armed forces and the police †¢Medical areas like hospitals and sergeants †¢Fire fighters †¢Managers of internships These are all organisations that are almost always under pressure and have little time to discuss the different options available. For example, where there are health and safety issues going on, surgeons can’t afford to spend their time on consulting other people first, they must act fast. This works out well for them because this means that more lives are saved and the business profile is high and caries a good reputation. Managers of internships often use the autocratic way of managing staff because they are often inexperienced, shy and have little confidence. Having a forceful manager controlling them will allow the workers to because confident at work because they will be able to get on with their work. It will also prepare them for the future work because the manager will let them know what is expected from them in other business. One other thing is that the workers will have less time to communicate because the work levels and demands are high. This means less time for d istractions and more motivation for work. Democratic Democratic management is much more lenient than the autocratic style of management this is because the employees have a chance to get their opinions across. They also have an opinion on how the business is run. However, this doesn’t mean that their opinions will change the company or organisation. There are still similarities between democratic and autocratic leaders because there is still a leader that makes the overall decision despite what the employees say. The democratic leaders often set a date in which they take time to talk to all of the employees who have an input about the business; this could be a positive or negative approach. The reason why the manager carefully set a date for this is because it takes a lot of time and patience to listen and take in all the different opinions of people. It doesn’t just take time to listen and observe to the employees, it also takes careful analysing to decide to take action and change the businesses ways because of the empl oyees’ choice. This is also because the manager has to go through the different levels of the hierarchy, therefore this can become very time consuming. Another disadvantage of having a democratic manager is that there will always be either a winner or a loser in some sense. This is because the employees point either gets across and there are significant changes made in the business for the employees benefit, or the managers chooses not to change anything which leaves the employees feeling ignored and demotivated. This can give the employees low motivation because the employees who wanted a change in the work place would have worked relatively hard and spent time planning and prepping for the meeting and the employees would feel like they wasted their valuable time for no reason. However, having a democratic manager is not all negative, having this type of working area can mean the workers are highly motivated for the fact that they feel valued because the managers take part in what they think about the business, and their opinions. Where as if they are not listened to many of the workers would feel like they are just there to work and have little contribution to the company and have no control over anything. Another positive aspect of democratic workers is that when the managers do listen to them, and there is a change made the workers feel proud and they feel like they have made commitments to the work place. This also means that a good relationship is made between the manager and the employees. The employees have more respect for the manager because they took the time to listen to them; in return the employees are likely to work harder. An example of this is, when new initiatives are considered at recruitment consultancy, Longbridge international, they are discussed and agreed collectively, almost 89% of the staff believes they make a valuable contribution to the company and 88% feel that they have/make a difference. (source: applied business text book) This example supports the fact that the employees are motivated by a democratic leader because they are listened to and respected, rather than a manager that doesn’t let them have any control over the work area or themselves. Laissez-faire Laissez-faire management program is a hand off approach, this means that the employees are free to work as they like and they are not put under pressure by their managers like other motivation and management theories. The managers who work like this will potentially give the employees the materials they need to complete the tasks that have been set for them. Laissez-faire workers have their own goals and are self-motivated. However, these workers must be highly experienced and motivated and who have a need for achievement to work because there is no manager pressuring for work. If an inexperienced worker comes into an atmosphere like this it is highly likely that the company will suffer with poor communication and lack of work on deadlines. This could happen because employees are not used to have a very free environment and they might take advantage of this. This type of management styles is highly popular within more creative businesses, this is because they are allowed to make up d ifferent styles and work by themselves. Some examples of Laissez-faire companies could be: †¢Graphic designer †¢Magazine editor motivational theorists †¢Decorator The work that is more artistic and creative is supposed to reflect of the employee themselves therefore this is why Laissez-faire management style is better because they are allowed this freedom whereas in autocratic and democratic environments they are not which means every ones work will almost be the same. However, the businesses that recruit these types of workers need to carefully think about whom they choose, in interviews they will commonly ask questions relating to their work techniques and they will analyse if the workers can work freely and don’t rely on the managers for advice, help and pressure. By asking these questions they are saving money and time for the business. If they were to recruit a worker that is cauterised as an X theory worker then they will slack off and not complete work on time. An advantage of working like this is that most people dont like having someone looking over their shoulder constantly, so a laissez-faire management style promotes trust i n the workers. The workers also have a feel of importance at work because they aren’t constantly being looked after and they have control of their work life as well as their social and leisure time. Another advantage is that this kind of style is positive only in the case when the employees are very responsible and in case of creative jobs where a person is guided by his own aspirations. In these cases, less direction is required so this style can be good. However there are some limitations to have such a free flowing environment, these can be because an laissez-faire management style makes it easy for workers to do a substandard job or to slack off entirely, and it usually takes a very high-visibility problem to bring such workers to light. This style has more disadvantages because usually it is the result of the lack of interest of the leader that leads to his adopting this style. It proves poor management and makes the employees lose their sense of direction and focus. The disinterest of the management and leadership causes the employees to become less interested in their job and their dissatisfaction increases.

Management of Advertising Program

Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu Management of Advertising Program Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu

Turning points in modern Japanese history Essay -- Japan Japanese His

Turning Points in Modern Japanese History The late nineteenth century marked the changing of government, policy, and culture within Japan. In order to understand the nation-state as it is known today, it is important to note key events in the turning of the Meiji Nation in to what is now known as modern Japan. Due to primarily discourse between Japan and China, and later Japan and the United States, the modern nation's expansive empire was annihilated. Militarism and expansionism disappointed the empire as China thwarted the Japanese efforts, with the help of the United States. Events marking the change of the Japanese empire in to the modern empire of today include the Sino-Japanese War and its consequences, tensions and international treaties with China, and most obviously, the Pacific War with the United States. These events marked the transformation of a militaristic and expansionist empire in to a democratic nation and ally. Japanese expansionism was politically and economically motivated in the case of expanding in to Korea. Korea, under the control of China, was seen as an economic source for Japan as well as an opportunity to expand Japanese security. After two Opium Wars and the Sino-French War, China had become weak and was unable to resist western intervention and encroachment. Japan saw this as an opportunity to replace Chinese influence in Korea with its own. In 1894 the Japanese entered conflict with China over the territory of Korea known as the Sino-Japanese war. The Tongchak Rebellion of 1894, however, was the turning point in war against China. As Korea was struggling against the Japanese forces, 2,000 Chinese soldiers came to assist the Koreans against Japan. This was seen as a breach of the previously ... ...economic conditions that had made Japan an aggressor nation, and transforming Japan into a peaceful democratic nation. Under the guidance of U.S. general Douglas MacArthur the Japanese were subjected to the most sweeping program of reform they had experienced since the Meiji Restoration. The establishment of Democracy in Japan is crucial in the composition of the modern nation of Japan. The modern nation of Japan is a result of expansionist prospects that resulted in war between the nations of Korea, China, and the United States. Modern Japan is a result of the Sino-Japanese War, conflict with China, and the Pacific War, as well as the process of establishing a democratic state. These events combined (as well as numerous others not mentioned in this paper) marked the transformation of a militaristic and expansionist empire in to a democratic nation and ally.

Current Issue Article :: essays research papers

I found this article to be very interesting it ties very well into what we have been learning about with the universe. The article talks about how astronomers have used old stars to determine the age of the universe. The article tells how Timothy Beers and his associates have discovered a radioactive isotope, uranium-238, in a metal-poor star located on the outskirts of the milkyway. I suppose I should give a little back that the article talked about first. Astronomers have found the age of many stars by using radioactive dating. See astronomers are able to calculate the age of a star by using this radioactive dating. This method does work for older stars that were formed from just hydrogen, helium and lithium these are nonradioactive elements that are called metal poor-stars. Well it is believe that some of these stars were massive and exploded and set off nuclear reactions that made a second generation of metal-poor stars and some of these stars contained radioactive isotopes. So now that leads us to were I started until the discovery of uranuim-238 astronomers were only able to detect isotope-thoruim-232. Well with the discovery of this star that contained uranuim-238 researchers were able to calculate the age of the star and make an estimated minimum age of the universe. Astronomers hope that with the discovery of more of these stars they will be able to find the minimum age of the universe.   Ã‚  Ã‚  Ã‚  Ã‚  I know that was a long explanation I just don’t think I could have made it shorter. Any ways I picked this article because I found it so interesting. I mean to think that for thousands of years astronomers have been studying the stars and here in the year 2001 they are still making discoveries.   Ã‚  Ã‚  Ã‚  Ã‚  On the other hand is knowing the age of the universe going to make some big impact on our lives. I guess what I am wondering is I am sure that they are spending millions of dollars for this research.

Healthcare, Medicare, and Medicaid Essay -- Health Medicine Government

Healthcare, Medicare, and Medicaid The U.S. health care system is a scrutinized issue that affects everyone: young, old, rich, and poor. The health care system is comprised of three major components. Since 1973, most Americans have turned to managed-care programs, known as HMOs. The second type of health care offered to Americans is Medicare, health care for the elderly. The third type of health care is Medicaid, a health care program for the poor. Why is our health care system made up of three components, and how did the U.S. health care system develop? A Historical View The idea of prepaid health care dates back to the beginning of the 20th century. The first HMOs were started in the 1920s in Elk City, Oklahoma as a farmers’ cooperative. In Los Angeles, California the Ross-Loos Medical Group offered prepaid medical services to employees and families of the Los Angeles County Department of Water and Power. Other large prepaid group practices originated in the 1940s and 1950s. In 1942 employee health premiums were made tax deductible to employers, not individuals. By this time, many individuals were discouraged from buying health insurance. In 1965 Congress created Medicare. Subsidized, unrestricted health care for the elderly led to enormous spending by patients and doctors. As a result, health care costs went up, making it impossible for individual health insurance. Many liberals in Congress believed that having the government pay for everyone’s health care could control costs. They promoted the idea of health maintenance organizations. President Nixon proposed the HMO Act. In 1973 Congress passed it. Legal impediments were removed to increase the growth of HMOs. HMOs were developed as pa... ... which the federal government should contribute. The block grant program has gained popularity because the federal government, simply, transfers Medicaid money to the state to distribute it accordingly. Between 1987 and 1992, thirty mandates were issued to states that related to program eligibility, reimbursements, and services. Works Cited: â€Å"Medicaid Reform-Introduction.† The Century Foundation: Policy in Perspective. 06 Oct. 2003 . â€Å"Medicaid Reform-What’s Right with Medicaid?† The Century Foundation: Policy in Perspective. 06 Oct. 2003 . Medicaid Reform-What’s Wrong with Medicaid? The Century Foundation: Policy in Perspective. 06 Oct. 2003 . Healthcare, Medicare, and Medicaid Essay -- Health Medicine Government Healthcare, Medicare, and Medicaid The U.S. health care system is a scrutinized issue that affects everyone: young, old, rich, and poor. The health care system is comprised of three major components. Since 1973, most Americans have turned to managed-care programs, known as HMOs. The second type of health care offered to Americans is Medicare, health care for the elderly. The third type of health care is Medicaid, a health care program for the poor. Why is our health care system made up of three components, and how did the U.S. health care system develop? A Historical View The idea of prepaid health care dates back to the beginning of the 20th century. The first HMOs were started in the 1920s in Elk City, Oklahoma as a farmers’ cooperative. In Los Angeles, California the Ross-Loos Medical Group offered prepaid medical services to employees and families of the Los Angeles County Department of Water and Power. Other large prepaid group practices originated in the 1940s and 1950s. In 1942 employee health premiums were made tax deductible to employers, not individuals. By this time, many individuals were discouraged from buying health insurance. In 1965 Congress created Medicare. Subsidized, unrestricted health care for the elderly led to enormous spending by patients and doctors. As a result, health care costs went up, making it impossible for individual health insurance. Many liberals in Congress believed that having the government pay for everyone’s health care could control costs. They promoted the idea of health maintenance organizations. President Nixon proposed the HMO Act. In 1973 Congress passed it. Legal impediments were removed to increase the growth of HMOs. HMOs were developed as pa... ... which the federal government should contribute. The block grant program has gained popularity because the federal government, simply, transfers Medicaid money to the state to distribute it accordingly. Between 1987 and 1992, thirty mandates were issued to states that related to program eligibility, reimbursements, and services. Works Cited: â€Å"Medicaid Reform-Introduction.† The Century Foundation: Policy in Perspective. 06 Oct. 2003 . â€Å"Medicaid Reform-What’s Right with Medicaid?† The Century Foundation: Policy in Perspective. 06 Oct. 2003 . Medicaid Reform-What’s Wrong with Medicaid? The Century Foundation: Policy in Perspective. 06 Oct. 2003 .

Reality Television Stereotypes Essay

James A. Forbes once said, â€Å"When people rely on surface appearances and false racial stereotypes, rather than in-depth knowledge of others at the heart, mind and spirit, their ability to assess and understand people accurately is compromised. † Over time, our generation has watched reality television develop into one of the most sumptuous prodigies of our time. From â€Å"Bad Girls Club† to â€Å"Basketball Wives† reality television has maneuvered itself into our everyday infrastructures. Reality television has had a catastrophic effect on reasoning, education, and society. To start with, reality television depicts its cast as â€Å"real people†, or a group of people archetypally found in the real world as they take on roles that delineate parts of the population dealing in race, gender, religion, sexual orientation, etc. As reality television characterizes misrepresentations, this becomes important for educational and societal ameliorations. Secondly, reality television was found to be main stream and refines stable images after some of its own. Many heavy viewers of television believe the world to be more ungovernable than it is in truth. This is known as the â€Å"cultivation theory† and what is does is test trends in the culture of our society. It broadens the capacity of enrichment by studying the apprehension of stereotypes in reality television. Explained better, the popularity and upheavals correlated with reality television make it an affluent source of education exploration, but in light of what reality television claims to be it makes such educational examinations rather imperative. Moreover, reality television in relation with the aforementioned cultivation theory, the stereotypes presented on reality television of associations (racial, ethnic) may harm the overall mannerly intellection of these associations. Because these shows are shows that are supposed to be a representation of the real world, they have a greater impact on society, and while they emphasize cliched effigies, they therefore give the audience a viewpoint saying that what they see is real. Taking â€Å"Jersey Shore† into examination, the Italian-Americans are seen as loud, pornographic, fractious, obnoxious and overall atrocious quadrupeds, well, to their Italian brethren. In America, one can think that they would be seen as party idols, but shortly after arriving to Italy, they were publically shamed and disowned but the society that surrounded them. Some people might say that these types of shows address the issues the famous face off of the red carpet and on the red carpet. While this may be true, many reality television stars have found the intrusion into their most private matters disheartening and it is not uncommon to see them slowly fade away from the beaming spotlight. Stereotypes are a very touchy subject and can lead into many forms of bigotry and illiberality. Although stereotypes can be used in positive ways to appeal to the certain and right audiences in commercials and advertisements, we must wonder if the conspicuous aggrandizement and affirmation of them should be acceptable in the things we let our kids and ourselves watch. We must also consider the factors that the dangerous stereotypes can affect when looking at this subject, the education factors, the societal factors and lastly, the logical/reasoning factors.