International Multimedia Conference Essay

Camuri, A. , Mazzarino, B. , Ricchetti, M. , Timmers, R. , and Volpe, G. (2004). Multimodal analysis of expressive gesture in music and dance performances. In Gesture-Based Communication in Human-Computer Interaction, 2915, 357-358. The article focuses on research concerning the analysis of expressive gesture from the perspective of multimodal interaction and the development of systems of multimodal interaction by considering the role that non-verbal expressive gesture would play in the communication process. The multimodal analysis focuses mainly on dance and music because they provide a comprehensive emotional and expressive content. The authors explained the involvement of auditory and visual gestures in demonstrating the expressive purpose of the performers. They tested the model of auditory and visual gestures by making a comparison of the performances with the ratings of audiences of the same dance and music performances. Other topics that students can get from the article include the definition of the expressive gesture, framework for multimodal analysis of expressive gesture in terms of the ability of performers to relay their emotions to the audience, and automated extraction of auditory and visual cues. Dowling, R. G. , Dowling, R. , Reinke, D. , & National Cooperative Highway Research Program (2008). Multimodal level of service analysis for urban streets. Washington, D. C. : Transportation Research Board. The authors highlighted the findings of a study on how the public can interpret the quality of multimodal service offered by urban streets. The study focuses mainly on various factors that influence or affect the perception of various travelers when it comes to the level of service of urban streets, particularly the perceptions of automotive drivers, bicycle riders, bus riders, and pedestrians. The authors stressed the importance of using models of level of service in analyzing the benefits that urban travelers can get from context-focus street designs. The book will help widen the knowledge of students in applying multimodal analysis to urban streets. It provides students with insights into the definition of urban streets and transits, techniques of analyzing the level of service for urban streets, and economic and safety aspects of level of service. Other topics covered in the book include the integration of four models of level of service in order to have the same level of service rating system and suggested level of service for bicycle riders, transit passengers, and pedestrians. Foote, J. , Boreczky, J. , Girgensohn, A. , & Wilcox, L. (1998). An intelligent media browser using automatic multimodal analysis. International Multimedia Conference. Proceedings of the Sixth ACM International Conference on Multimedia, 375-380. The article provides a way to automatically analyze multimedia using an intelligent browser. The automatic multimodal analysis allows users to have informed decisions on various interests in the field of media in order to avoid searching areas outside the scope their interest. The article provides explanation on two types of automatic multimodal analysis, the audio similarity to identify the speaker and the frame differences to detect shot. Recognition of gesture, motion, and face in the browsing scheme and the combination of audio and video analysis are integrated in the automatic multimodal analysis. The article can enhance the knowledge of students on automatic analysis of multimedia resources by providing various ways to make noisy and erroneous automatic estimates more applicable to the user. Some examples of multimedia resources include digital ink, closed captions, audio, video, and text annotations. Kress, G. & Van Leeuwen, T. (2001). Multimodal discourse: the modes and media of contemporary communication. Arnold, New York: Oxford University Press. The authors provided insights into the role that the communication theory will play in the era of interactive multimedia. They compared how the design thinking and production thinking will interact during the design and development of communicative messages. They explained that design thinking and production thinking are two important types of thinking processes that take place during an individual’s interaction with resources and media he or she utilized. The book is very relevant to the research concerning multimodal analysis because it helps widen the knowledge of students and readers in the field of communication, language, and media. Moreover, students will learn to take the challenge brought by the emergence of multimedia, multimodality, and multi-skiing. The book will supplement students’ understanding of designing multimedia that was learned in school. It is not only catered to students but all types of professionals who are interested in multimodal design such as journalists, designers, photographers, and other people who are connected to the of science and mathematics. O’Halloran, K. L. (2006). Multimodal discourse analysis: systematic-functional perspectives. London, England: Continuum International Publishing. The book discusses important research in the field of multimodal texts and multimodal discourses. It focuses mainly on the development of the theory and the methodology of analyzing discourses by utilizing various semiotic resources like visual images, architecture, language, and space. The book provides an explanation on how the multimodal discourses are produced through the interaction of different semiotic modes of communication. Different modes of communication may include static and dynamic visual images, language, electronic media, architecture, electronic print, or electronic film. The book provides explanation on phase and transition, interaction of body movement and camera, use of color, typography, and layout. Other topics covered in the book include the development of multiple integrated semiotic model, visual semiosis in electronic films, application of system-functional theory in various semiotic resources, and analysis of three-dimensional space such as the Sydney Opera House. Ventola, E. , Charles, C. , & Kaltenbacher, M. (2004). Perspectives on multimodality. Amsterdam, Netherlands: John Benjamins Publishing Co. The authors provided a background on various perspectives about multimodal discourse by focusing on methodological and theoretical issues such as multiple semiotic systems, mode hierarchies, and multimodal corpus annotation. The advent of computer and the growing use of the Internet allow scholars to be particularly interested on the characteristics of different modes of communication and the way these modes of communication can function semiotically and integrate in the emerging discourse analyses around the world. The book can help widen the understanding of students on the similarity between language and non-linguistic semiotic mode of communication, different signs of nature within the multimodality perspective, role of text imaging in providing positive outcomes for the learners, and the influence of semiotic transformation in the formal language of mathematics on the effectiveness of science to provide description of the physical world. Moreover, students can learn how to apply multimodal analysis in various fields such as entertainment, medicine, mathematics, design of buildings, and translation. References Camuri, A. , Mazzarino, B. , Ricchetti, M. , Timmers, R. , and Volpe, G. (2004). Multimodal analysis of expressive gesture in music and dance performances. In Gesture-Based Communication in Human-Computer Interaction, 2915, 357-358. Dowling, R. G. , Dowling, R. , Reinke, D. , & National Cooperative Highway Research Program (2008). Multimodal level of service analysis for urban streets. Washington, D. C. : Transportation Research Board. Foote, J. , Boreczky, J. , Girgensohn, A. , & Wilcox, L. (1998). An intelligent media browser using automatic multimodal analysis. International Multimedia Conference. Proceedings of the Sixth ACM International Conference on Multimedia, 375-380. Kress, G. & Van Leeuwen, T. (2001). Multimodal discourse: the modes and media of contemporary communication. Arnold, New York: Oxford University Press. O’Halloran, K. L. (2006). Multimodal discourse analysis: systematic-functional perspectives. London, England: Continuum International Publishing. Ventola, E. , Charles, C. , & Kaltenbacher, M. (2004). Perspectives on multimodality. Amsterdam, Netherlands: John Benjamins Publishing Co.

Illustrate and Critically Discuss the Representation of Gay People in Television Sitcoms or Soap Opera.

Illustrate and critically discuss the representation of gay people in television sitcoms or soap opera. As the issue of representation is central to this essay, it is important to note that there have been problems with identifying a definitive meaning of ‘representation’. Several theorists have commented on the concept of representation. Stuart Hall (1997: 61)) defines representation as ‘the process by which members of a culture use language†¦to provide meaning’.From this meaning, he says, we can already see that ‘representation’ cannot possibly be a fixed, unchangeable notion. While culture and language evolve and grow with human society, the same must therefore be said of the perceptions of ‘representation’. Gillian Swanson (1991: 123) backs up Hall’s theory, observing that ‘there can be no absolute version of ‘how things are’ but only many competing versions’. She continues: Ideas about what people are like and how they are meant to be understood already prevail in our culture.They give meaning to our sense of self and allow us to position ourselves in relation to others. Such meanings and attitudes are reproduced in representation but the way representations are constructed is as important as the ideas and meanings they project, since they offer positions for us, through which we recognise images as similar, or different from, ourselves and those around us. We continually define ourselves in changing relations to those meanings; images change over time and the meanings which are legitimated by the social or cultural context change as well.The general idea of ‘representation’ then, not only changes over time, but may also have several different interpretations at any given point. Alexander Doty and Ben Gove (1997: 84) argue that when discussing homosexual representation in the mass media and popular culture we must look ‘beyond understanding the â₠¬Ëœmass’ or ‘popular’ as necessarily meaning a mainstream media or culture that only addresses millions of heterosexuals’. They acknowledge another, ‘alternative’ mass media that runs parallel to the ‘mainstream’ mass media but has been pushed to the sidelines in the past.A conservative viewpoint would state that this is because the mass media should convey the will and desires of the ‘majority’ and therefore should not be made to positively represent anything that contradicts the society’s dominant ideology. However, Doty and Gove note that in recent years the lines between these ‘mainstream’ and ‘alternative’ mass media have become blurred with, for example, the screening of programmes written, starring and watched by lesbians, gays and queers on television.Having said that, this by no means implies that there is less of an issue to be raised by the representation of homosexuality on television. The most obvious issue surrounding this is, of course, the stereotyping of gay characters on television and, in particular, television sitcoms. While gay, lesbian, bisexual and transgender characters did not appear in television sitcoms until the 1970s, modern television sees an entire genre of situation comedies featuring gays.These types of programmes are no longer written by the homosexual for the homosexual, but have become integrated within Doty and Gove’s ‘mainstream’ mass media. They discuss the importance of being aware of who finances, creates, publicises and exhibits a certain programme, and how these factors might affect the way that programme represents ‘queerness’. For example, the two creators of the ‘gay-best-friend’ sitcom Will & Grace are Max Mutchnick, who is gay, and David Kohan, who is straight.Arguably, the way in which ‘queerness’ is represented here may have benefited from having a homosex ual and a heterosexual input. This way, the show has more chance of appealing to a wider ‘mass’ audience. Consequently, it is possible that the gay, lesbian or queer characters featured in television sitcoms may have been tailored, in a sense, for a heterosexual audience. This could go some way to clarifying why Will & Grace, unlike many other similar sitcoms of its kind, has become so popular. Stephen Tropiano holds a simpler view, claiming that ‘the success of Will & Grace really comes down to one thing – it’s funny.What separates Will &Grace from the gaycoms that only last a few months has little to do with its politics and more to do with the talent of the performers and the quality of the writing and direction (mainly, James Burrows, one of the best in the business). ’ Swanson notes the ‘extreme and caricatured way in which [stereotyping] draws on commonly-held impressions and assumptions’. It may be assumed that the views Sw anson talks about are ‘commonly-held’ by the dominant, heterosexual audience that the mass media is seen to address.If this is the case, then this may account, in part, for some of the stereotyping of gays in television sitcoms. A more positive (and therefore acceptable) representation would make the programme much more accessible to a much wider audience. But what could be regarded as a ‘positive’ image of gays and lesbians in television? Doty and Gove note that many of the images regarded as ‘positive’ by, and that received praise from critics and watchdogs were ones that played down homosexuality or ignored the issue altogether, depicting gays as being ‘just like everyone else’ in their attempts not to make it a focal point.On the other hand, those images where gays were more explicitly depicted fared no better. Joshua Gamson (1998: 21) found that studies of the portrayals of gay men and lesbians in film and television ‘ha ve soundly demonstrated how homosexual lives have been subject to systematic exclusion and stereotyping as victims and villains’. For example, Gamson cites Vito Russo’s The Celluloid Closet, in which Russo argues that television has produced ‘stereotypical conceptualisations of AIDS that vilify gays and legitimate homophobia’. Doty and Gove take this a step further, observing that:By the late 1980s and 1990s, the recurring televisual image of gay men with AIDS sparked heated critical debates over exactly what kind of image it was: ‘negative’, because it depicted homosexuality as a victimhood that, yet again, ended in death; or ‘positive’, as it encouraged sympathy and even admiration for gay men through images of their courage in the face of death. They identify a bit of a grey area concerning the labelling of the representation of homosexual images as ‘positive’ and ‘negative’ in that different people wi ll look at these images from a variety of perspectives; there can be no universal interpretation of any given image.The same can be said of trying to define ‘realistic’ images of gays, lesbians and queers on television. Doty and Gove observe that there are two ways in which people recognise these ‘real’ images; some note that text expressively marks the imagery through dialogue or by showing physical or sexual activity. Recent examples of this are Matt Fielding (Melrose Place), Simon and Tony (Eastenders) and Beth Jordache (Brookside). Other people feel that realistic images do not need to use explicit text to gauge a character’s sexuality on the basis of other signs.Many viewers see characters like Mr Humphries (Are You Being Served? ) and Xena (Xena: Warrior Princess) as being gay, lesbian or bisexual. These two binary explanations of what constitutes as a ‘realistic’ image of queerness shows the difficulty in even defining what Ã¢â‚¬Ë œreality’ is for gays, lesbians and queers. It is difficult to define a ‘typical reality’ or, to put it another way, to recognise a general gay ‘identity’ in which to categorise them. Essentialist theorists state that they are bound together by the fact that their identities are determined by their sexuality.Donald Hall (2003: 42) suggests that such theorists would argue that ‘same-sex desiring individuals have always existed and that however much their context may have changed, they were, without a doubt, aware of their sexual desires and they must have thought of themselves as belonging to a distinct group of similar individuals’. While it makes sense that the individual would have been aware of their sexual desires, constructionist theory would perhaps note that historically they may not have been aware of any sense of belonging, rather one of detachment due to the cultural influences in society at the time.Constructionist theory, say s Hall, emphasises language and belief systems in order to determine identity. Richard Dyer (2002: 19) observes, rather importantly, that ‘a major fact about being gay is that it doesn’t show†¦the person’s person alone does not show†¦that he or she is gay’. He argues that there are ‘signs of gayness’ such as expressions, stances and clothing that ‘make visible the invisible’. Typification is a near necessity, says Dyer, for the representation of gayness, which he argues is the product of social, political, practical and textual determinations.He deduces that the social factor is an integral one from which gay people can be recognised: The prevalent fact of gay typification is determined by the importance of a social category whose members would be invisible did they and the culture not provide lifestyle signs with which to make recognition possible†¦It is probable that most gay people are for most of their lives in fact invisible. Acting and dressing gay may only be an evening or weekend activity; in particular, it may not be practised at the workplace, or for married gays at home either.Equally, many people who are homosexual may never identify with the various gay lifestyles, never, in this sense, define and produce themselves as gay. What Dyer conveys here is that to be classed as ‘gay’, a person must be able to identify with not only the inner, biological aspects of ‘gayness’ (as put forward by essentialism) but also with the cultural aspects around them (as suggested by constructionism). This in itself is quite stereotypical because of the presumption about what is ‘gay’. Those who do not conform to this ideal are classed as ‘invisible’.Accordingly, the images we have been seeing of gay characters in television sitcoms may only be representations of certain types of gay people, and it is difficult to know whether or not these people are a majority or a minority. Will & Grace attempts to deviate from the stereotypical notions of ‘gayness’ through its two gay main characters, Will and Jack, and provide an insight into ‘invisible’ gayness. James Keller (2002: 124) describes the two main male characters as ‘foils representing diversity within gay masculinity, a diversity which argues for and against gender stereotypes about gay men’.The name ‘Will’, Keller says, signifies resolution and courage while the surname ‘Truman’ suggests that Will is a ‘real man’. This is also put across in the way he dresses. As an attorney, his conservative style and uptight personality mean that Will shows little of the usual stereotypical traits that signal to an audience that he is gay. Keller compares him to the modern sensitive male (such as Ross Geller in Friends), and his primary relationships focus mainly on women, namely Grace.The name ‘Jack’ is reminiscent of a joker or jester, a clown basically. While ‘Truman’ represents composure and respectability, ‘McFarland’ implies waywardness and outlandish behaviour. Tropiano asserts that, similarly to Will, Jack ‘isn’t exactly gay either: he’s hyper-gay’. Keller describes Jack as ‘silly, irresponsible, immature, narcissistic, effeminate, insulting and promiscuous’, the epitome of the negative stereotypical gay male, ‘made lovable by humour and childlike unselfconsciousness’.Their apparent contradictory personalities are, says Keller, the ‘respective embodiments of the familiar and the unfamiliar, although, paradoxically, what is coded as familiar here is actually unfamiliar in the history of gay representation’. He notes that Will is presented as the ‘norm’ whilst Jack is portrayed as unusual among gay men in a respectable, middle class situation. While Will is offered as th e ‘preferable alternative’ to the stereotype of the gay man, because Jack is much funnier and more stylish than Will he could, points out Keller, easily also be a preferable alternative.This presentation of two very different types of gay men, both preferable to the stereotype, serves to not only expand the culturally accepted notion of ‘gayness’ (as part of its political agenda) but also works as a hook to keep its audience interested (the main function of the programme). In addition to this, Will and Jack have enough depth, enough layers in their personalities, to represent – arguably – a certain sense of ‘realism’. Tropiano explains ‘[Sean] Hayes and the writers have created a three-dimensional character who, beneath his somewhat shallow exterior, is a strong, confident person.As a gay man, he’s also completely comfortable with his sexuality. ’ Will, on the other hand, though smart and successful, is the cha racter that most needs personal guidance, about love and relationships in particular, and Jack is often on hand to give this advice. Between these two characters, then, are a fair number of characteristics that gay, lesbian, bisexual, transgender and straight people alike would be able to relate to in some way.Furthermore, Will & Grace compromises with the dominant ideologies by making the most important relationships in the lives of the two gay characters heterosocial and quasi-heterosexual. By doing this, the problems identified in earlier ‘gaycoms’ such as Ellen (which was axed for being ‘too gay’ and overly political) are overcome and, as a result, more meaningful, contemporary representations of gay people seen in the show are able to ease naturally into cultural ideology as opposed to being forced through. Vito Russo (1987:325) argues against Richard Dyer’s (and others’) theory of invisibility.He says that ‘gays have always been vi sible†¦it’s how they’ve been visible that has remained offensive for almost a century’. Joshua Gamson supports Russo, pointing out that, until recently, gays and lesbians had very little input into their own representations. Dominant ideologies have therefore held virtually all control over how gays have been represented in the past, leading to negative stereotypes of gays. To remedy this, Gamson argues that ‘more exposure is the answer’. However, this in itself poses problems, such as when considering the positive/negative images approach.Doty and Gove note that its critics have suggested that ‘most definitions of what constitutes a ‘positive’ image would restrict the range of gay and lesbian representation as much as so-called ‘negative’, stereotypical images do, by encouraging only bland, saintly, desexualised mainstream figures who might as well be heterosexual’. But herein lies the problem: dominant c ultural ideology has, throughout history, commanded how gay people are represented in society and on television, and only recently have they been able to acquire some control themselves.After a period of trial and error, the television sitcom Will & Grace, with its innovative balance of hetero and homosexual political comedy, could be making its mark on society. During this time, gays, lesbians, bisexuals and transgenders have been continually trying to become fully accepted as part of mainstream culture. However, the images approach has been criticised for attempting to do just that. In an ever-changing culture, is the gay community in a state of confusion about which direction it wants to go, and how it wants to be represented when it gets there?References †¢ Craig, Steve (1992). Men, Masculinity and the Media. London: Sage Publications Ltd. †¢ Dyer, Richard (2002). The Matter of Images: Essays on Representation. London: Routledge †¢ Gamson, Joshua (1998). Freaks Ta lk Back. Chicago: University of Chicago Press †¢ Hall, Donald E. (2003). Queer Theories. Hampshire: Palgrave Macmillan †¢ Hall, Stuart (1997). Representation: Cultural Representations and Signifying Practices. London: Sage Publications Ltd. †¢ Keller, James R. (2002).Queer (Un)Friendly Film and Television. North Carolina: McFarland & Company Inc. †¢ Lusted, David (edited by) (1991). The Media Studies Book: A Guide For Teachers. London: Routledge †¢ Medhurst, Andy and Sally R. Munt (1997). Lesbian and Gay Studies: A Critical Introduction. London: Cassell †¢ Tropiano, Stephen (2002). The Prime Time Closet: A History of Gays and Lesbians on TV. Kent: Combined Book Services Ltd. †¢ Russo, Vito (1987). The Celluloid Closet: Homosexuality in the Movies. 2nd Ed. New York: Harper & Row

Ne?tled Case Study

Nestled Case study Nestled in the high country of New Zealand’s South Island is a getaway adventure playground aimed unashamedly at the world’s very wealthy. Celebrity sportspeople, Rock stars, World Leaders and Corporate Chief Executives and other world globe-trotters are the prime targets of this new tourism business developed by Lilybank Lodge. The lodge offers these exclusive niche segments the opportunity of a secluded holiday in a little known paradise. Guests, commonly under public scrutiny in their everyday lives, can escape such pressures at an idyllic retreat designed exclusively and specifically with their needs in mind. A chance meeting between a New Zealand Department of Conservation investigator and the son of the former Indonesian president marked the beginning of this speciality tourist operation. Recognising that ‘filthy rich’ people and public figures or celebrities are constantly surrounded by security and seldom have the luxury of going anywhere ‘incognito’, the New Zealander Kerry Mortimer suggested he and a friend purchase a high country station and lodge that was for sale. Mortimer believed that the facilities and their secluded and peaceful environment would make an ideal holiday haven for this elite group. Kerry Mortimer, who was by now the company’s Managing Director, developed a carefully tailored package of goods and services for the property. Architecturally designed accommodations, including a fully equipped Gymnasium and Spa Treatment & Beauty Salon, together with luxurious guest rooms were constructed and deigned by the country’s leading designers’. Although New Zealand had an international reputation for being sparsely populated and green, Mortimer knew that rich travellers frequently complained that local accommodations were below overseas standards. Since the price of these rooms was not felt to be a major barrier to this type of targeted customer, the rooms were designed as twice as big as normal hotel rooms and to a very sumptuous specification, all with breathtaking panoramic views. Ten full-time dedicated staff were taken together with four special tour guides in keeping with the anticipated class and wealth of the potential clientele(Pickton, 2005). The 2800 acres of the retreat also backed onto the South Island’s Mount Cook National Park which also offered big game reserve hunting as well as many other outdoor pursuits. Lilybank lodge therefore developed other product-line extensions. Horse trekking and riding, golfing on a nearby rural course, world class photographic lessons and sessions, helicopter rides nature walks and other activities formed part of this exclusive package. Whilst still in the early stages of operation, this retreat has already attracted a steady stream of visitors. To date the manager has relied solely on positive word of mouth, publicity and some initial PR activity. Given the social and business circles in which the target market resides he decides to employ a marketing consultant to design and implement a more planned marketing communications strategy. The report should also consider the implication already voiced by one critical observer that this project is again evidence of yet another example of local land passing into the hands of foreigners!! The MD and manager are convinced that the major markets and attention should be on International markets but is there a case for marketing some of the attraction to a more local and national market? Introduction Marketing communications can be defined as communications by means of promotion within a target audience or market. To communicate with consumers in order to persuade them to buy the company's products is by no means the only objective. To view it as being only sales-orientated is to underestimate the complexity of modern marketing communications. It is necessary to target customers in an integrated fashion to inform, persuade and remind prospective and existing consumers and customers of the firm, its products and services and how these are differentiated to appeal to and satisfy targeted needs, wants and desires of target markets. † (Kotler, 2002) Marketing communications does not entail the continuous application of tried and tested techniques, rather it is constantl y moving and dynamic, not just in terms of messages, but also medias, monies expended and changing consumer mindsets. An example of this, product placement, which involves the deliberate featuring of a product or brand in a film or television programme, was in its infancy even five years ago. Today, however, it represents a useful – if still marginal – element of the communications programme for many consumer goods organisations. Promotion is the communication arm of the marketing mix. Our hotel use various promotional approaches to communicate with target markets (the guests) and the following text will look at the general dimensions of promotion, defining promotion in the context of marketing. Next, to understand how promotion works, the text analyses the meaning and process of communication, as well as the product (our services) adoption process. The remaining of the text discusses the major types of promotional methods and the factors that influence promotion across cultures. The Promotional Mix The promotion mix, one of the four major components of the marketing mix, involves a careful blending of several elements to accomplish the organisation's specific promotion objectives. The four traditional elements are advertising, personal selling, sales promotion and public relations. Advertising The first element I will discuss is advertising, which can be defined as â€Å"any paid form of non-personal promotion transmitted through a mass-medium. † (Brassington & Petit, 2000, P. 593) â€Å"The purpose of an advertising plan is to provide the means by which appropriate messages are devised and delivered to target audiences who then act in appropriate ways. † (Fill, 2002, P. 486) Any paid form of no personal communication through the mass media about a product or service by an identified sponsor is advertising. The mass media used include magazines, direct mail, radio, television, billboards, and newspapers. This is used when the sponsor wants to communicate with a number of people who cannot be reached economically and effectively through personal means. Personal Selling Personal, face-to-face contact between a staff's representative and those people with whom the staff wants to communicate is personal selling. Non-profit organisations, political candidates, companies, and individuals use personal selling to communicate with the publics. Public Relations A further element of the promotional mix is public relations, which is defined by the Institute of Public Relations (1986) as â€Å"the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public. † Communication to correct erroneous impressions, maintain the goodwill of the hotel's many publics, and explain the hotel's goals and purposes is called public relations (PR). Unlike the other promotional mix elements, public relations are concerned primarily with people outside the target market, although it may include them. Publicity is news carried in the mass media about a hotel – its products, policies, services, personnel, or actions – at no charge to the organisation for media time and space. Unlike the other tools in the promotional mix, public relations does not require the purchase of airtime and space in media vehicles, such as T. V or magazines. And compared to the other promotional tools, public relations have higher credibility because the decision whether or not a hotel's public relations messages are delivered is not down to the hotel, but those charged with managing the media resource. Another big advantage PR has over other tools is that it has such low absolute costs(Kitchen, 2000). Within the communications programme of a hotel, public relations have two major roles to play. â€Å"These are the development and maintenance of corporate goodwill and the continuity necessary for good product support. † The first task of PR is to provide a series of cues by which the stakeholders can recognise, understand and position the hotel in such a way that it builds a strong reputation. Sales Promotion Sales promotion communicates with targeted receivers in a way that is not feasible by using other elements of the promotion mix. It involves any activity that offers an incentive to induce a desired response by staffs, intermediaries, and/or final customers/guests. Sales promotion activities add value to the service because the incentives ordinarily do not accompany the service. According to the Institute of Sales Promotion, sales promotion is â€Å"†¦ range of tactical techniques designed within a strategic marketing frameworks to add value to a product or service in order to achieve specific sales and marketing objectives. † This added value could be in the form of an inducement, (for example, price-offs, coupons, premiums, seasonal-offs) and is intended to encourage guests to act now rather than later. PR and Publicity Public Relations is perceived the most important in terms of marketing Lilybank Lodge. Journalist, media representatives and travel writ ers have a key role to play in establishing a positive profile. Also, popular sporting events, festivals, or visits by high profile celebrities or prominent politicians are excellent opportunities for eliminating the chronic negative image. Process by mass media such as TV, newspapers and films, and accounts given by friends, relatives or associates are powerful in the consumer's decision. Lilybank Lodge’s image as a tourist destination greatly depends on the PR activities of its marketers and the extent to which they can influence or manipulate tourist's perceptions of the region(Kitchen, 2003). Tourism representatives had agreed not to underestimate the negative perceptions the prospective tourist had in his/her mind and was created by mass media, newspapers and films covering the ‘trouble'. What was needed was a strategic promotion of it's tourism attractions on the part of tour operators and promotional bodies seeking to influence potential tourists. However many had their doubts. In McGuckin and Demick (2000) many doubts were rissen: One respondent suggested: â€Å"Positive advertising could never fully overcome negative editorial or media coverage(Ilchul, 2004)†. Another that: â€Å"It is difficult for us to control the negative publicity particularly that created by the media†. Lilybank Lodge ‘s objective regarding Publicity for 2003 is to create awareness of New Zealand and portray the desired images of the island. E-Marketing and the Internet The objective is the offer the consumer information about New Zealand through Internet sites, mail and email to past enquiries in order to convert interest to booking and developing banner advertising to direct consumers to micro-sites, which have special offers and a call to action. Trade Support Activity The objective is to educate and support the market trade so they can promoted New Zealand effectively. Promotions The objective is to offer information and create the intention among consumers to come and visit New Zealand. External Analysis: Threats Economic The industry faces major challenges in regaining its competitiveness in the light of reducing customer satisfaction ratings, in particular as regards delivering good value for money. There are a number of key factors influencing this problem: Social, cultural, demographic and environmental With growing concerns for environmental issues, New Zealand needs to become more aware of the problems with litter and pollution. These are the issues with lowest satisfaction levels of visitors as outlined by Failte New Zealand Visitor Attitude Surveys. The increase in competition from Eastern European countries has posed a threat by taking part of the market segment New Zealand once catered for. People are changing the way that they holiday. People are taking shorter holidays, but more often. For example, Vienna, once expensive, has reinvented itself as a reasonable conference and city break destination. In 2002, against the expectations of the industry, the number of domestic trips recorded – at 5. 8 million – represented a decrease on 2001 performance and a 10% decrease on 2000. While business trips are at a steady rate, home holidays and visiting friends and relatives is down, as the graph below illustrates. (Cornelissen, 2006) Political, Legal and Government A major decrease in NZ investment in Irish tourism poses a major threat to the industry. NZ grants, tax incentives and infrastructure supports are not as readily available as in the mid to late 1990s. Technological With the advancements in modern communication the need to travel has become less important. Telephone conferencing and the Internet are now alternatives to one on one business meetings. More affordable and efficient means of transport now allows for shorter stays, thus decreasing potential revenue for hotels. Internal Analysis: Strengths Experience With over 20 years in the business the Hotel has an established name and reputation. Recent and Proposed Investment The recent refurbishment and proposed expansion of 20 new bedrooms indicates that the hotel has capital to invest in its growth. Staff and customer loyalty A longstanding relationship with both employees and the cities business population creates a sense of security within the hotel Good relations with competition The hotel proposed to investigate running a training scheme in conjunction with other hotels in the area. This indicates that they have a good relationship with their competitors. Customer Focused The hotel has identified the need to become more customer focused and flexible in their approach to the needs of their clients. Location Having a central location within the city is a major advantage. It provides easy access for customers and suppliers. There is a larger market for the restaurant and bar facilities. Other amenities are close by. E. g. : Pharmacy, Newsagents etc. Expansion The hotel is planning to expand which shows that they are forward thinking and are not complacent when it comes to competition. Identified Weaknesses (Utilizing resources) They have identified the fact that their employees could be better utilized with some organization and planning Diverse Workforce The ages of the employees are wide ranging which enriches the company's culture and combines the experience and know how of the older generation with the enthusiasm and new ideas of the younger one. Internal Analysis: Weaknesses Lack of Skilled Workforce The Hotel has had problems with attracting receptionists and chefs with the required level of skill. High Staff turnover There is a constant problem in certain areas for retaining staff. Technology The hotel does not seem to have any computer systems in place which is to its detriment. Older staff resistant to change The fact that there are a number of older staff who have worked in the hotel for a great many years may be a problem with regards to implementing new systems. Training and Development There is currently no training for staff and a lack of foresight for future career paths within the organization. Reactionary The hotel clearly reacts to its problems as opposed to planning for unforeseen circumstances. Although they are planning for the future, they do not take into account the problems they may face. Bad planning and Utilization Employees clearly need to be better organized within the hotel. A problem like shift change times overlapping busy checkout times is something that just should not be happening in a hotel that's in operation for more than 20 years. Lack of facilities The hotel has only the basic facilities any hotel of its size would have. A huge competitive advantage is being missed out on due to the lack of innovative extras within the hotel. Transport The lack of transport at awkward hours has a significant impact on staff retention in the hotel. Situation Analysis and Preliminary Assessment This section includes a SWOT analysis of the Lilybank Lodge case study and preliminary assessments based on currently available data regarding market conditions, market segmentation, and market size. S. W. O. T. Analysis of the Lilybank Lodge case study This section reviews the strengths, weaknesses, external opportunities, and external threats (SWOT) for Lilybank Lodge in its current situation. Internal Strengths There is no ordinary rooms in the hotel †¢Quality evaluations are very good compared to competitors †¢Located a within blocks of the financial district and Inner Harbor tourist sites External Opportunities †¢Increase sales figures †¢Increase net profit Internal Weaknesses †¢Not too many amenities †¢Received little promotion both locally and nationally †¢No kitchenettes External threats â⠂¬ ¢Other hotels or units that offer similar service with the competitive price or even at the lower level †¢ Down falling economy Preliminary Assessment of Market Conditions This section records preliminary observations on the market advantages and disadvantages of an all-suite hotel. Advantages: †¢ Rooms are 500 to 800 square feet compared to traditional hotel rooms which are 300 to 400 square feet †¢Privacy †¢Business people can conduct small meetings in there hotel rooms †¢Convenient because it’s located near the business district and near tourist attractions Disadvantages: †¢ More staff needed †¢More expensive for upkeep †¢Some people don’t want such a big room †¢No big function rooms for weddings etc†¦ Market Segmentation All-suite hotels entered the hospitality market with the business traveler in mind, providing home-away-from-home comforts for long business trips and separate living and sleeping rooms to better accommodate in-room business meetings. It wasn't long, however, before the benefits to traveling families became equally apparent. Private sleeping areas for parents or for children's naptime and kitchen facilities to save money on meals as well as to accommodate children's eating patterns are among the benefits of all-suite travel for families with children. The market for Lilybank Lodge can be reasonably segmented into two categories: business travelers and leisure travelers. (Holm, 2006) †¢ Business Travelers – need hotel rooms year round, but usually emphasize weekdays (M-T). They are likely to evaluate the hotel on the following criteria: price (although not very price sensitive, they can’t afford to be too free and easy with their expenses), level of personal service provided, degree of physical luxury (rooms, restaurants, lobby, decor, extra amenities) location relative to next days usiness meetings, ambiance / atmosphere of hotel and quality of upkeep (clean and fresh). †¢ Leisure Travelers – tend to visit on weekends. They may be slightly more price sensitive than business travelers and be looking for packaged deals (special weekend rates including some meals), they will also want a location close to shops, restaurants, entertainment and attractions. If they were touring by car then on-site parking would be an issue. Preliminary Market Size Analysis In this section, a preliminary market size estimate for business travelers and leisure travelers is produced. Business travelers †¢31% of hotel occupancy, 51% with groups †¢What is happening to business travel †¢Stagnation ==> high fares and technology alternatives †¢Still need for face-to-face meetings †¢Globalization is a positive factor †¢What do business travelers want †¢ Location, service, reputation, appropriate product, price †¢ Significance of women as growth business travel market Leisure travelers †¢68% of trips, 43% of hotel stays †¢Leisure trips have been growing at twice the pace of business trips Recommendations based on assessment Lilybank Lodge has already made a good start towards a successful marketing strategy for their Baltimore Hotel. It’s going to be tough to get the hotel started due to the falling economy. The hotel needs to get a good staff. Staff is very important because they leave a lasting impression on the customers. Lilybank Lodge needs to really concentrate on customer satisfaction. If they can get customer satisfaction then they have got through half the battle. Lilybank Lodge should also concentrate on online sales. Everyone uses the Internet and that’s where he or she will find most of there traveling accommodations. Lilybank Lodge should also go to different businesses and explain to them all the amenities that they offer. They should also reevaluate their amenities because it seems by the survey that they are low in that factor. I believe the Lilybank Lodge. Suites will do just fine. Business people are traveling all the time and they definitely like idea of all suite hotels. It’s roomier, very convenient for business meeting and they have privacy which in ordinary hotels they lack that greatly. Lilybank Lodge's tourism industry needs to select the correct image for the region and communicate it to the appropriate target markets. Public relations and media management(Picktan, 2005) Conclusion In this paper communication was discussed as a vital strategic element of Lilybank Lodge's especially a new opened hotel and importance was given to integrating the various promotional tools to achieve an effective focus. The main influence for communications and other management functions must be directed by long term aims and objectives developed as part of a comprehensive strategy. References Picktan, D. and Braderick, A. (2005), Integrated Marketing Cammunicatians, Pearsan Educatian Limited, Harlaw. Katler, P. (2002), Marketing Management, 11th ed. , Prentice-Hall/Pearsan Educatian, Englewaad Cliff, NJ. Belch, G. E. and Belch, M. A. (2003), Advertising and Pramatian, 6th ed. , McGraw Hill. Fill, C. (2006) Marketing Cammunicatians, 4th ed. , Financial Times/ Prentice Hall. Kitchen, P. J. and Schultz, D. E. (2000), â€Å"A respanse ta ‘Thearetical cancept ar management fashian†, â€Å"Jaurnal af Advertising Research†, Val. 40 Na. 5, pp. 17-21. Kitchen, P. J. and Schultz, D. E. , et al. (2003), â€Å"Will agencies ever â€Å"get† IMC? †, â€Å"Eurapean Jaurnal af Marketing† Val. 38 Na 11/12. Ilchul, K. , Dangsub, H. and Schultz, D. E. , (2004), â€Å"Diffusian af IMC†, â€Å"Jaurnal af Advertising Research†. Carnelissen, P. J. , Thoger, C. , Vijn, C. , (2006) â€Å"Understanding the develapment and diffusian af integrated marketing cammunicatians†, â€Å"NRG warking paper†. Halm, A. , (2006) â€Å"Integrated marketing cammunicatian: fram tactics ta strategy†, â€Å"Carparate Cammunicatians: An Internatianal Jaurnal†, Val. 11 Na. 1, pp. 23-33.

APA Fundamentals Essay Example | Topics and Well Written Essays - 250 words

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The tool for market research - Essay Example Test marketing gives significant insight which is needed by a company in order to compete effectively in its market. For one, this tool permits a business organization to test the impact of alternative marketing plans. Since a test market is typically smaller than the whole market, investing in a test marketing effort in 10 cities is more rational for a large company than getting into a full-blown nationwide product launch. Test marketing as the name implies provides companies with a clear idea of whether a marketing effort is strategic or not without shouldering the huge cost of the whole marketing campaign in the entire market. Test marketing also allows companies to test multiple strategies without affecting the overall image of its products. For example, a company which wishes to embark on a new marketing approach and is choosing on three different ones will find it impossible to launch the three strategies on the entire market. Thus, it will opt to use test marketing in order to ascertain the best approach for its product at lesser cost. However, the utilization of test marketing as a market research tool is dependent on the internal competency and external market situation of a company.   According to one of its executives, â€Å"In our field—primarily higher priced cosmetics not geared for mass distribution—it would be unnecessary for us to test the market. When we develop a product, say an improved liquid makeup, we know it’s full-Brownell because we are familiar with the field†.

Final Paper Proposal Essay Example | Topics and Well Written Essays - 500 words

Final Paper Proposal - Essay Example ss try to argue what each of these individual thinkers would have thought about the rights of gay marriage – the fact that they all lived more than a century ago probably means that they would all have been against it simply due to bias. Rather, it will argue what positions are internally coherent with their stated philosophies, and whether the philosophical traditions they belong to would support or oppose gay marriage. I believe that, even though Karl Marx had spoken out publicly against gay rights, all three of these thinkers propose philosophies that fundamentally support the right of gay marriage. John Stuart Mill’s liberalism might be the most friendly to the idea. Firstly, he championed the fight against the tyranny of the majority (Mill 24), where majority opinion, bias and hatred controls other parts of the population. The fight against gay marriage is obviously a case of tyranny of the majority. Secondly, he founded the â€Å"harm principle† where actions that do not harm others should not be negated by the government. Though some have argued that gay marriage can harm society, the lack of evidence of specific harm would mean it would be protected by the harm principle. Kant, likewise, would probably support the right of gay people to marriage. One of his foundational works, Groundwork on the Metaphysics of Morals proposes the categorical imperative: that one should behave as one would if behavior became a universal maxim. This will be harder to prove in an essay, but there are many ways of framing the banning of gay marriage that, universalized, would be harmful, such as: relationships not recognized by a particular religion should not be recognized by law or law should be based on religious morality. Finally, based on Marx’s Communist Manifesto, I believe that he would be against the current fight against gay marriage, on purely pragmatic grounds. Marx was a thinker who focused on class, and noted and fought against attempts by the

Anti-Discrimination Act Essay Example | Topics and Well Written Essays - 500 words

Anti-Discrimination Act - Essay Example The dream of peace and prosperity is only imaginary if we do not acknowledge each other's identity. We share different cultures and beliefs inherited from our forefathers. It is one's sovereign right to gain entry to a job of choice that he has been prepared for. Title VII allows every man to share equal rights in the workplace by prohibiting racial discrimination of workers. Gone are the days when colored workers are separated from the whites. Asians and Mexicans are no longer restricted to work anywhere they like. Everyone is given the opportunity to exercise one's profession or training despite his racial origin. Title VII creates inter-dependence among men of different cultural backgrounds to share their expertise in the workplace thereby affording the country a stable economic stature. Employers can not also restrict the allowance of an employee's right to practice his belief. Religion bequeaths to man, a sense of right and wrong; which for centuries has been passed from one generation to another. Title VII recognizes the importance of religion in man's existence thus; employers are expected to extend willful allowance of an employee's observance of faith within reasonable accommodation. An employer can not fire a worker, because his prayer offends him or his religion is too eccentric.

The main competitors of unearthed in the e-commerce sector Research Paper

The main competitors of unearthed in the e-commerce sector - Research Paper Example TCFG usually imports foods from Spain, France, Italy, Hungary and others etc., which are then sold only across UK in the name of Unearthed ® food brand. Nonetheless, the group is determined to launch their food brand in foreign markets through export to Dubai and European nations. It is worthwhile to mention that every business organisation has competitors, either small or large, if it is operational in a monopolistic / oligopolistic industry where competition exists. Since Unearthed is not a natural monopoly across UK; therefore, it also faces competition from UK continental food distributors, private label firms, importers and specialty food manufacturers that have both physical (having retail stores) and online (e-commerce) presence. TCFG, however, argues that does not face cutthroat competition from other domestic food manufacturers, importers and suppliers because of its highly diversified product range (a result of product development, food discovery of owners, innovation and branding). But, it should also be noted that Unearthed also does not enjoy 90% share, which is the evidence that competition exists in the UK retail food industry.

Managing Oneself and What You Dont Know About Making Decisions, Term Paper

Managing Oneself and What You Dont Know About Making Decisions, - Term Paper Example I can surely say that I am good at management because I was in charge of my own salon and spent 32 years running it. My management skills thus were developing gradually year after year as I was gaining more and more experience. I can surely get on well with colleagues and subordinates with the help of courtesy and efficient communicative skills. I was always aware of the internal atmosphere in my salon because I often communicated to the people who worked there. I always considered effective delegation of responsibilities to be an important aspect of good management. It is crucial to know how approve, encourage ad criticize employees without hurting anyone. People need to know that their efforts will contribute to the general success that is why I aimed to underline my workers` achievements when appropriate. The most difficult part for me was to learn how to distribute tasks and responsibilities among employees equally and how to maintain constant balance. Moreover, it was crucial for me to arrange effective communication within a team at my absence. I consider leadership skills to be the core of good management and I can say that my leadership technique and abilities required a lot of efforts and time to get improved. Leadership presupposes abilities to organize and to motivate team and control its performance (Leatherman, 2010). It was a challenge for me to create a team out of people who did not know each other and could not rely on each other but after some preparation and time I managed to build trust and create clarity among my colleagues. Nevertheless, there is still strong necessity to enhance my existing strengths to make my performance even more efficient. First, I would pay more attention to the effective criticism which is a part of my communication skills. Being a leader requires an ability to criticize subordinates from time to time and

Berlin Urban Form and Politcal Ideology Essay Example for Free

Berlin Urban Form and Politcal Ideology Essay Discuss the relationship between political ideologies and urban form in 20th century Berlin Berlin has developed over 800 years and has undergone major changes. It is the place where German unification, after 40 years of separation, becomes apparent and this provides us with an excellent location for studying urban processes. The twentieth century saw different political ideologies impose themselves onto the city and I will use certain political ideologies and explain the impact they had on urban form. I will use these examples to show a relationship between political ideologies and urban form and the implications of this. Firstly, the key terms must be defined. When referring to urban form, I use the basic definition by Anderson et al (1996), who define it as the ‘spatial configuration of fixed elements within a metropolitan region.’ They go on further to state that it includes the spatial pattern of land uses and their densities as well as the spatial design of transport and communication infrastructure. More importantly from a political perspective, a change in urban form requires a change in people’s lifestyles and this may not be possible unless there is a shift in attitude from the public (Kuhn, 1992). This is something to bear in mind when looking at 20th century Berlin. Political ideology can be loosely defined as a set of beliefs about the proper order of society and how it can be achieved (Denzau and North, 1994). They further go on to say ideologies are shared models that groups possess and that these models provide an interpretation of the environment and how it should be structured. I am now going to discuss the relationship between political ideologies and urban form in the 20th century Berlin. The relationship can be approached by looking at Berlin at different stages throughout the 20th century. I will look at urban form before the Second World War, during the period where Berlin was divided and finally after unification. At each stage, a certain political ideology had influence on urban form. It is important to note that when the allied forces took control of Berlin, the city had undergone amalgamation on a gargantuan scale. In 1920, 59 villages and 27 estates were joined to form a city of 3.9 million citizens, making it the third largest city in the world after London and New York (Elger, 1992). This is important because the city would have had less time to develop its urban form to the same stage as London and New York, which developed over many years. Their urban form reflected that of the concentric zone model. The Nazi regime  tried to impose their nationalist ideology onto the urban form of Berlin. They built the Ministry of the Air Force, which eventually became the Treuhand holding company, who restructured the former GDR industries after reunification (Blockmans, 2003). In 1942, Albert Speer designed plans for the Nazi regime which intended on creating a new urban centre. Tempelhof airport was designed as a result. There were also railway stations planned for north and south Berlin as was Siegesallee, or the Lane of Victory. Adolf Hitler, leader of the Nazi party, had an obsession with building big monuments and when queried as to why he always wanted to build the biggest, he would say that it was to restore self-respect to each individual German (Hall, 1996). A north-south avenue was planned and this was designed to show the political, military and economic power of Germany. Plans were made to build seventeen highways and big towns to the north and the south and these towns would do away with the Nazi favouritism towards single family homes and a shift towards closed apartment blocks that surrounded big yards (Larsson, 1978). In terms of the basic principles, Hall says that Speer’s plan showed that incompatible land uses were segregated, through traffic was excluded from residential areas, light and air and space was in abundance. It is important to state that much of this vision was not built and only one ceremonial space was built on the east-west axis (Helmer, 1980). Whilst much of Speer’s plans were not fully implemented, it does not stop us from seeing the relationship between political ideology and urban form in 20th century Berlin. We can see from what Hitler said to Speer, that the priority was trying to impose the ideology first. The preference for huge monuments is clear to see and this implies a state that is all powerful. In my opinion, building these monuments was Hitler’s primary focus in terms of implementing his ideology and the people’s needs were of a lower priority. The focus on monuments is apparent throughout the plans especially when looking at housing. Hall said the plans showed housing that resembled apartment blocks with big courtyards. Courtyards in apartment blocks are designed for the people living there to gather and socialise. Similarly, people gather at huge monuments because they mean something to the people. So we can see that if the vision had been implemented then the ideology behind the design would not only have occurred in public space but also in a subtle way, entered people’s private space. Where Hall describes the Nazi  aim of creating the ultimate ‘City beautiful’, Koshar (1991) prefers to describe Nazi Berlin as ‘city as Stage’. Nazism was in favour of heritage preservation and introduced legislation in 1936 aimed at creating stricter guidelines for new buildings and adapting old buildings for more up to date uses. The aim for the Nazis was for the city and urban region to retain their function as spatial settings for commodity production but without liberal capitalist, Jewish and Marxist influences. National Socialism tried to disengage the city from ‘historical contingencies’, giving rise to the metaphor for the city as a stage where actors wer e the masses and Hitler was the star (Koshar, 1991). The relationship shown in the case of Nazism is one where the political ideology is dominant in everyday life. From Hall and Koshar’s ideas one can see that Hitler wanted complete power and that people should be aware of this power through certain changes in urban form such as heritage preservation. Exclusion of modern buildings would eliminate the idea of capitalism from people’s minds. Under Nazism, there seems to be a preference for segregated areas in Berlin, in terms of function. This idea of Nazi dominance, power and control would suggest knowing that an area only had one function would make it easier for authorities to control. In one sense it can be misleading explaining about Hitler’s influence on urban form in Berlin seeing as many of his ideas did not come to fruition however the nature of some of his plans tells us that political ideology had a great influence on his thinking about urban form. I will now look at the relationship between political ideology and urban form after the second world war, specifically just before and during the Cold War period. In the case of the GDR, the authorities wished to show their ideology and demolished the city palace of the Prussian kings in 1953 and erected the Palace of the Republic, which was open to the public. The reminders from the past were destroyed and new projects were designed such as Karl-Marx-Allee. Here we are seeing the construction and demolition of remnants as a way of the political ideology to express their ideas on the land usage aspect of urban form. Top- down processes lead to this acquisition of political attitudes in the GDR as well as the case of nationalism with the Nazi party (Lost et al. 2009). It is important to note that transport also constitutes urban form and transport policy can affect urban form. The literature has so far primarily focused on the land use policy and not enough attention has  been alloc ated to transport. Urban design in East Berlin was contradictory to what one might expect. There was a shift towards traditional design as seen in Gendarmenmarkt with its baroque style buildings. This has prompted Urban (2009) to question the GDR regime and its sudden change in thought from a modernist approach to urban design, which was seen at the time to be the only appropriate expression of a socialist system, to a focus on historical buildings. Urban does not explicitly mention the reasoning behind the change so it is important to bear in mind that other factors could have affected the change in urban design. Of course, this does not stop us from making assumptions based on facts. The launch of an ambitious housing program in the 1970s resulted in many old buildings being renovated and the majority of these were built on the periphery of East Berlin. The socialist policy in the 1970s was to go ahead with the abandonment of German reunification and this allowed socialist leaders to use certain pre-socialist traditions as their own. In essence, this means that socialism was increasingly evident in the urban form and signs of German history could be removed. Monuments returned to their original position such as the one of Prussian King Friedrich II on the boulevard of Unter den Linden. New socialist principles are partly behind such moves and this was said to guarantee ‘joy of life, aesthetic pleasure, social activity, and high performance’ (Urban, 2009). Unter der Linden is an interesting case to look at because it has been described as the most interesting and important boulevards in the history of twentieth century design (Stangl, 2006). Its importance means that it is a valid location to research when discussing the relationship between political ideologies and urban form. After the Second World War Unter der Linden became a battleground for the competing socialist and capitalist ideologies. Communists and leading German elites had a considerable effect on the urban form in many different ways. As mentioned by Urban (2009), Stangl says that historical buildings were preserved and this was intended to show the strength of the new system. Socialist- Marxist ideology was essential to this. The East German state wanted urban form to be incorporated into the building of the state. Why might they emphasise urban form as a key expression of their ideology? You could say that the urban landscape shows change and certain urban landscape expressions such as monuments and old buildings carry significant social meaning. As mentioned  before, the monument of the King Friedrich II was moved to Unter den Linden. The ideology has influence over urban form as the monument has been moved and has been reinterpreted to legitimise state thinking so from this we can deduce that ideology plays an important role in the interpretation of the urban landscape. It is important to note that Stangl’s use of Unter den Linden as a case study is particularly interesting mainly because, contrary to the views in West Berlin at the time, socialist planning was not a unified vision from Marxist ideology but rather it was a series of compromises between different strands of socialism and communism. A criticism of Stangl is that he does not mention whether this compromise is seen in other parts of East Berlin. Whilst using one of the most important boulevards in the twentieth century makes his assumptions more valid, it would have been useful to know a brief picture of whether this was the case in the whole of the city, after all the discussion that is taking place is of Berlin and not just a small fragment of it. So far I have looked at political ideologies before and after the war when Berlin is divided. After the war, there is an emphasis on preservation of historical buildings in certain parts of Berlin and the urban form is such that it deliberately reflects the ideology that is dominant. With Unter den Linden being a relatively central, the strategic location of buildings and monuments is important hence the King Friedrich II monument was relocated. The political thinking at that time prioritised Marx-Engels Square as a place for parades and what you would see from there is the historical buildings of Unter den Linden (Stangl, 2009). People would watch the parades and associate the buildings with the ideology of socialist realism. The influence of political ideology over urban form can be noticed in this instance. One can see that socialist ideology is very clever in that it does not change the urban form a huge amount however by preserving what was in the past, it can change the historical meaning and apply its own interpretation. Simply put the designers original intentions are thrown away and replaced. Finally I briefly look at Berlin after reunification in the late part of the twentieth century. After the fall of the Berlin wall and moves to unite Germany in 1990 there was a considerable shift in political ideology. Now it was a capitalist dominated approach and this had effect on the urban form. Kujath (2005) talks about how the unification meant that two separate states were  founded, Berlin and Brandenburg. It restructured to make economic clusters for the core region. There was spatial redeployment of manufacturing plants from the core to the suburbs; many new shopping malls were built in the suburbs as were warehouses for logistics providers. You can see the core of the city is providing knowledge services and suburbs providing other useful services. Conclusion I have looked at three different political ideologies, Nazism before the war, socialism in the GDR and briefly touched unification and capitalism. Each had a different approach to urban form. Nazism and Socialism had similarities in that both resorted to keeping historical buildings however much of Hitler’s stuff could not be built. From all three we know that political ideology is effective when expressed upon the urban form hence it has its greatest influence however for some like Nazism this can be misleading at it was very influential in terms of their control over people but hardly any of their plans were built. REFERENCE LIST Anderson, W.P., and Kanaroglou, P.S., and Miller, E.J., (1996) Urban Form, Energy and the Environment: A Review of Issues, Evidence and Policy Urban Stud 1996 33: 7 Kuhn, D. (1992), Science as argument : Implications for teaching and learning scientific thinking, Science Education, 77, 3, p.319-325 Denzau, A.T., and North, D.C., (1994), Shared Mental Models: Ideologies and Institutions, Kyklos, 47, 1, p.3-5 Ellger, C., (1992), Berlin: Legacies of division and problems of unification, The Geographic Journal, 158, 1, p. 40-45 Blockmans, W.P., (2003), Reshaping Cities: The Staging of Political Transformation, Journal of Urban History, 30, 1, p7-12 Hall, P., (1996), Cities of Tomorrow, p.86-90, Blackwell Publishers, Cambridge, Massachussets, USA Larsson, L.O., (1978), Die Neustalgung der Reichshauptstadt: Albert Speers General bebauungsplan, Stockholm, Almqvist and Wiksell Helmer, S.D., (1980), Hitler’s Berlin: Plans for reshaping the Central City developed by Albert Speer, Ann Arbor, University Microfilms Koshar, R.J., (1991), Altar, Stage and City: Historic Preservation and Urban Meaning in Nazi Germany, History and Memory, 3, 1, p. 30-34 Lost, J.T, and Federico, C.M., and Napier J.L., ( 2009), Political Ideology : Its structure, functions and Elective Affinities, Annual Review of Psychology, 60, p. 307-18 Urban, F., (2009), Neo-historical East Berlin: Architecture and urban design in the German Democratic Republic 1970-1990, MPG Books, Great Britain Stangl, P. (2006), Restorting Berlin’s Unter der Linden: ideology, world view, place and space, Journal of Historical Geography, 32, 2, p.352-370 Kujath, H.J., (2005), Restructuring the Metropolitan region of Berlin- Brandenburg: Economic trends and political answers, URL accessed: http://globus.igipz.pan.pl/wydaw/GP_78_1.pdf#page=62

Reviewing Waiting Time and Customer Satisfaction in a Service Process

Reviewing Waiting Time and Customer Satisfaction in a Service Process Purpose The purpose of this paper is to present a literature review that highlights major findings from empirical research examining the impact of waiting time on customer satisfaction within various service settings. Design/Methodology/Approach The paper examines the results of past studies that have manipulated specific service settings (layout, fillers, surroundings, resources) and attempts to identify variables that cause less dissatisfaction in a service process. Findings A large number of studies reveal negative influence of waiting time on customer satisfaction. Future research proposals seek to identify the degree of satisfaction in a service delivery process. Originality/Value The review highlights a range of implications drawn from the studies that will be of value to service organization managers who face high customer dissatisfaction and low repeat customers. Keywords Service delivery process, Customer service quality, Customer satisfaction, Waiting time Paper type Literature review Introduction The performance of a service delivery system is inversely proportional to the degree of customers contact (Chase, 1982). The more the customer close to the service system, the longer the customer waiting times in the service delivery system. This cost of longer waiting times in the system can be attributed to (i) the customer walking away from the system and join somewhere else(ii) the customers decision not to come back again in the future and(iii) the customer passing negative experiences to near and dear ones like family and friends. Many studies emphasize the relationship between customer satisfaction in a service process and their loyalty (Anderson, 1994; Dick and Basu, 1994; Fornell et al., 1996; Selness, 2001; Mittal and Kamakura, 2001; Olsen, 2002). The cost of these behaviors by the customer is very difficult to calculate but definitely the sales will go down with each unhappy customer as the cost of retaining a satisfied customer is less than a newly acquired customer (Reic hheld, 1996). According to Lovelock and Gummesson (2004) time plays the central role in most of the services processes and they recommend giving more attention to improving the customers understanding of how they perceive, budget, consume and value time. Many studies focus on the relationship between waiting time and customer satisfaction in a service process (Hui and Tse, 1996; Pruyn and Smidts, 1998). Thus the customers satisfaction can be regarded as the bridge between operational performance of the service firm and subsequent impact on the behavior of the customer towards the service firm. In this study we are trying to understand the factors responsible for dissatisfied customer in a service environment and how it can be minimized through proper and timely allocation of resources in the service process system. Literature Review Waiting Time Time has commonly been regarded as a significant component of the total cost of a transaction, making customers aware that their time is most valuable (Anderson and Shugan, 1991; Jacoby et al., 1976; Kellaris and Kent, 1992). Past research has suggested various dimensions of time that include: pace, urgency, sequencing, separation, scheduling, duration, punctuality, flexibility, linearity, synchronization and present and future time perspectives (Ballard and Seibold, 2004; Owen, 1991; Moore, 1963, Lauer, 1981). The waiting time problem has become an important part of service providers priorities as todays customers are becoming intolerance to waiting time in a service process. Further, consumers do not evaluate service quality solely on the outcome of service, but they evaluate it on the basis of service delivery process and time is the most important factor for evaluating customer satisfaction in a service process (Davis and Vollmann, 1990; Friedman and Friedman, 1997). Additionally waiting tine is the deciding factor for service evaluations for many consumers as they value time more than ever. It is also important to notice in which stage the customer is feeling dissatisfaction in a service encounter. According to Dube-Rioux et al. (1989), the service encounter has three phases: pre- process, in- process and post- process. Research has shown that there is causal effect of service stage, as mentioned by Dube-Rioux (1989), and service delays on consumers reaction to waiting (Hui et al., 199 8; Dube et al., 1991; Dube-Rioux et al., 1989). Dube-Rioux et al. (1989) argue that service delays were less unpleasant than service entry or service exit waits as Hansen and Danaher (1999) showed that service exit exerts a significant effect on consumers perception of service quality and post purchase behavior. Waiting is considered a negative experience from both the economic as well as psychological perspective. Further waiting time is often used as a substitute for cost. The waiting time is an important component of customers overall evaluation of the service (Peritz, 1993). Also the amount of time they spend while checkout from a store influences the overall satisfaction level of the customer (Katz, Larsen, Blaire and Larsen, 1991). Further, research has shown that long waits have a negative effect on customer satisfaction (Chebat and Filiatrault, 1993). Waiting time is often regarded as a waste of time (Leclerc, Schmitt and Dube, 1995; Schwartz, 1975; Rafaeli, 1989; Hui and Tse, 1996; Sheu et al., 2003) and has been described as frustrating boring and irritating (Hui and Tse, 1996; Katz et al., 1991). According to McDonnell (2007), anger and frustration are more likely to happen at bank branches and financial institutions than many other service contact points. Further, research has shown that many consumers dislike waiting in a queue which results in a negative service quality evaluation (Krentler, 1988; Kumar et al., 1997; Houston et al., 1998; Ho and Zheng, 2004). The consumers waiting experience has the direct influence on the perception of service quality (Soloman, Bamossy and Askeggard, 1999). For, wait is considered as a wait prior to being served. Apart from income and price, time is considered as a constraint in consumer purchasing choice (Becker, 1965; Umesh et al., 1989). Many researchers have tried to solve waiting time by providing various strategies like waiting time fillers such as increase of front line employees, video display, news updates or waiting time guarantees (Kumar, Kalwani and Dada, 1997), but failed to eliminate the waiting time dissatisfaction completely. Music can play an important role in reducing dissatisfaction levels for consumers waiting in line (Steve and Oakes, 2008). A waiting time has four dimensions: Objective, subjective, cognitive and effective: Davis and Vollman, 1990;Katz et al., 1991; Taylor, 1994) advocate that objective waiting time is the elapsed time as measured by a stop watch by the customer before being served. The subjective waiting time is the perceived waiting time by the customer (Hui and Tse, 1996; Pruyn and Smidts, 1998). The cognitive waiting time is the customers evaluation of the wait as short versus long (Pruyn and Smidts, 1998), being (or not being) acceptable, reasonable and tolerable (Durrande- Mpreau, 1999). The affective aspect of the waiting time is the emotional response to waiting like irritation, boredom, frustration, pleasure, stress, happiness etcà ¢Ã¢â€š ¬Ã‚ ¦ (Taylor, 1994; Hui and Tse, 1996; Pruyn and Smidts, 1998). However the perceived waiting time is different from objective waiting time (Barnett and Saponaro, 1985; Hirsch, Bilger and Heatherage, 1950; Hornik, 1984). The effect of waiting time on customers perceptions of customer satisfaction relates positively to the wait to the customer and moderated by the reason for the wait (Nicole and Tony, 2006). Also the perception of waiting time is affected by anxiety level and queue length (Hornik, 1984; Maister, 1984). The wait dissatisfaction in a service process can be lowered if the overall service meets the customers expectations. Customers are willing to wait if they anticipate benefits through the consumption of a service (Zeithaml et al., 1993). Customer Satisfaction Customer satisfaction is of utmost importance to the service providers and scholars (Babin and Griffin, 1998; Oliver, 1999) in todays highly competitive business environment. Customer satisfaction is conceived to be part of an overall model of customer behavior (Bearden and Teele, 1983). One such model presented by Oliver (1980) is shown in the figure below (Figure 1). The Role of Satisfaction in a Customer Behavior Model Expectations à ¢Ã¢â‚¬  Ã¢â‚¬Å" Performance à ¢Ã¢â‚¬  Ã¢â‚¬Å" Disconfirmations à ¢Ã¢â‚¬  Ã¢â‚¬Å" SATISFACTION à ¢Ã¢â‚¬  Ã¢â‚¬Å" Attitudes à ¢Ã¢â‚¬  Ã¢â‚¬Å" Intentions à ¢Ã¢â‚¬  Ã¢â‚¬Å" Future Behavior Figure 1 Sasser et al. (1978) identify three different models by which customers evaluate overall satisfaction with a service. These are: One overpowering attribute A single attribute with threshold minimums for other attributes A weighted average of attributes According to the expectancy disconfirmation model, satisfaction/ dissatisfaction is a function of expectations and disconfirmations of the consumer (Oliver, 1980; Oliver and DeSabro, 1988). According to Davis and Heineke (1998), customers reaction to waiting in line can color his/her perception of the service delivery process. Further, customer satisfaction is affected not just by waiting time but also by the customers expectations or attribution or determination of the causes for the waiting(Bitner, 1990; Churchill and Suprenant, 1982; Folkes , 1984; Folkes, Koletsky and Graham, 1987; Maister, 1985; Oliver, 1980; Shostack, 1985; Taylor, 1994; Tom and Lucey, 1995; Tse and Wilton, 1988). Also in a service delays, the stage in which a delay occurs within a service encounter affects customer evaluations of the service quality (Dube et al., 1989;, Hui et al., 1998). The overestimating of waiting time by the consumers (Hornik, 1984; Katz, Larson and Larson, 1991) leads to more dissatisfaction as customers perception of waiting time increases, the satisfaction tends to decrease (Katz et al., 1991). Customer satisfaction is inversely related to waiting time (Davis and Maggard, 1990); that is the longer a customer waits, the less satisfied or more dissatisfied he/she becomes with the service process. In their study on two stage service process, they found that customer satisfaction is more affected by the initial wait of the customer prior to entering the service process, than it is by subsequent waits in the process. Their study was supported by Sasser, Olsen and Wyckoff (1978) and Maister (1985).Davis and Maggard (1990) suggest management to devote extra time and resources toward initial stage of the wait. This priority is necessary because a dissatisfied restaurant customer tells fifty other people about his/her dissatisfaction (Lyth and Johnson, 1998). Parasuraman et als (1985) study on relationship between waiting time and perceived service quality has been widely accepted by the research and industry communities. The gap between the perception and expectation for waiting experience determines the customer satisfaction with waiting (Maister, 1985). Davis and Vollman(1990) argue that in most of the service operations, customer expectations and satisfaction with respect to waiting time are dependent on many factors including: The customers prior experience, the number of customers in the service facility, criticality of time to the customer and other distractions, intended or otherwise. According to Hornik (1984) consumers often inclined to overestimate time spent on waiting and the delay can influence affective reactions (Dube-Rioux et al., 1989; Hui and Tse, 1996; Taylor, 1994). Prior research suggests that crowding at the service process also affects the customers satisfaction (Eroglu et al., 2005; Michon et al., 2005). That means a perception of extremely un -crowded and extremely crowded environments at the service area lead to lower customer satisfaction. This means the service managers should allocate human resources wisely when the crowd is low. Conversely, more number of service personals should be devoted when the crowd is very high. Taylor (1994) argues that customers anger and their evaluation of punctuality affect the overall performance of a service process. The customers satisfaction with wait is also influenced by customers perception of service providers social justice(Larson, 1987) that is whether the provider is adhering to first come first serve basis or not. Piyush et al. (1997) argue that the customer satisfaction in wait is also influenced by the waiting time guarantee provided by the service providers. Customer satisfaction in a retail setting has been linked to a number of important outcomes, including sales performance, customer retention and loyalty (Darian et al., 2001; Wong and Sohal, 2003; Gomez et al., 2004; Anselsson, 2006; Martenson, 2007). Apart from retail, the customer satisfaction is a prerequisite for other customer service outcomes including customer retention and customer loyalty, sales/profitability and market share for many organizations (Hackl and Westlund, 2000; Reichheld, 1996) as losing a customer result in the cost associated with replacement of that customer (Reichheld and Sasser, 1990). According to Anderson et al. (1994) the customer satisfaction is positively related to the profit of the service provider. Additionally, the role of service satisfaction is believed to directly shape a customers long term relation with the service provider (Gronroos, 1984). The waiting time can be distracted with the help of television sets, newspapers, magazines, wall posters etcà ¢Ã¢â€š ¬Ã‚ ¦ as filled time appears to pass more quickly than empty time (McGrath and Kelly, 1986). This can be applied to reduce the waiting dissatisfaction but not to enhance the customer satisfaction as superior waiting experiences will, in turn, enhance customers overall satisfaction with the service provider. Information provided in case of delay (Hui and Tse, 1996; Antonides et al., 2002) and the characteristics of waiting environment (Pruyn and Smidts, 1998) determine the customers waiting time satisfaction. According to Maister (1985) any information regarding delay can reduce the uncertainty of wait and reduce the overall stress level of the customer. As mentioned by Baker and Cameron (1996) the service environment influences the affective aspect of the waiting times. Also Pruyn and Smidts (1998) show that perceived attractiveness of the environment positively influences the affective response to the wait and service satisfaction in addition to the appraisal of the wait. But satisfaction with the information provided in case of delays influence waiting time satisfaction more than waiting environment satisfaction (Frederic and Nathalie, 2007). The customers waiting time can be influenced by making the service environment comfortable as possible (Baker and Cameron, 1996). Future directions for research Since the current study focuses on the influence of waiting time on customer satisfaction at various stages of the service transformation process, the exact degree of satisfaction is unclear from the study. Davis and Maggard (1990) argue that in a two stage service process, stage one requires priority where customer waits before being served. Future research is required to assess the degree of priority in the various stages of service process.

The marketing communications campaign of marks and spencer

The marketing communications campaign of marks and spencer The marketing communications campaign of Marks and Spencer Introduction The current revolution in information technology and rapid globalisation have made the marketers face many marketing communications options (Newman Patel ,2003).Integrated marketing communications campaign is one of options, Which can be used to create added value for potential consumers and influence directly purchasing patter. The IMC, which is defined, according to Duncan (2002), as ‘A cross -functional process for creating and nourishing profitable relationship with customers and other stakeholders by strategically controlling or influencing all the messages sent to these groups and encouraging data driven, purposeful dialogue with them† The IMC is important issue because the companies can not afford either the financial or reputation damage which is caused by the poor planning or implementing of the IMC (Brassington pettitt,2006).On the other hand, the planning and implementing the IMC campaign is a complicated process and involves a wide range of management tasks (Caemmerer, 2009). As a result, this paper aims to show the steps which should be followed in the planning and implementing the IMC and to apply these steps on Marks and Spencer as a case study from real life. Finally, some recommendations will be given to improve the performance of MS. Literature review Identifying the target audiences The planning the IMC, according to Kotler Keller .should start with clear determining of target audience ,who is a group of people is aimed by marketing communications campaign , because it is vital step. Then, answers should be provided on the following questions: What are the choice criteria, which are used to evaluate the products? What are motivated them to buy the products? What make them response to the competitors, products? (Jobbe, 2007). Ø Situation analysis Competitor analysis : To analysis the competitors, according to Aaker and McLoughlin (2007), a group of questions should be answered: Against whom do we usually compete? What are their objectives and strategies in terms of brand? What is their image and positioning strategy in terms of brand? What have been the marketing communications of the competitors in the past? What impact have they had? What are their future plans? Market analysis: Ø Defining the marketing communication objectives Mean what the marketing communications are supposed to achieve, according to Blythe (2000), there are many objectives: Image building campaigns: Those are intended to communicate a specific status for the product, as well as to emphasis ways that it could complete the lifestyle of the client. Unique selling proposition (USP): that is the one attribute of the product which it differentiates the product from the competition. Positioning: the strategies which focus on the ways that consumers distinguish the products comparing with their perceptions of the competitors products. Direct response: instant response is wanted from the consumer in respect of purchase, a request for broacher, or a going to the store. Ø Managing the elements of the mix Deciding what is the media which will be used to convey the message of the IMC campaign. There are five elements of promotional mix Advertising: any paid form of non-personal communication of ideas or products in the prime media .It takes place in many forms such as, television, press, posters, cinema and radio (Pickton Broderick, 2005). Public relations: are â€Å"the deliberate, planned and sustained effort to creating and maintaining mutual understanding between an organization and its publics † Direct marketing: is the message, which can be prepared to appeal to the addressed customer. It takes place in my forms such as direct mail, telemarketing, internet marketing (Kotler Keller, 2006). Sales promotion: the activities which aim to temporary increase in sales. They take place by many forms such as buy one get one free, free sample and money off coupons. Personal selling: this is designed to meet the consumers needs by communicating face to face between the buyer and seller (McGolrick, 2002). Ø Setting the promotional budget Putting the promotional budgeting is one of the most important and difficult steps in Planning the IMC campaign because, according to West, Ford Ibrahim (2006) ,If the companies have spent too much on the promotion program this could reflect negatively on the profits whereas, if they have paid out too little marketing opportunities would be get lost. There are, according to Jobber and Fahy (2006), four methods, which are usually used to set the promotional budget: percentage of sales, matching competitors expenditures, objective and task and what can be afforded? Ø Evaluating the IMC campaign It is important step, according to Palmer (2004), because it can provide feedback to inform the future activities and make the managers more adjustment when they plan the promotional activities if the objectives are not being achieved. Apply on the MS Marks and Spencer has been the Britain most-respected and leading retailer for long time. Besides, it is one of the most recognizable brands in the UK and operates about 6stores in the UK Identify target audiences: MS has focused on fashionable males and females from different ages who have enough money to spend on the trendy dress and want to enhance their social image between their peer. Ø Analysis the situation Analysis the competitors: The main competitors of MS, GAP, HM, and Top shop, which are distinguished by fashionable clothes and they has focused on the trendy of fashion .As a result, they are called fashion retailers not clothes retailers In terms of Gap, which operates 4,171stores worldwide and the target market is 15-35 age groups. Gap promotes nationally towards young fashion consumers. Promotional campaigns do differ, however. Gap has entered above the line into a programme of intensive primetime television advertising. (Newman Patel, 2003) Concerning HM Analysis the market: Fashion market, which is considered as one of the most profitable, dynamic and competitive area in the UK (Newman Patel, 2003) .The fashion market is considered dynamic because consumer behavior in this market is distinguished by a sudden desire to buy and fluctuating customer tastes. Therefore, new opportunities are available in front of the companies and advertising agencies in this market to create added value for their potential consumers and influence directly their purchasing pattern by integrated marketing communication (Newman Patel, 2003). The fashion market is competitive market because, according to Moore (1995), growing the market shares of foreign fashion retailers in the UK, such as Gap and Benetton and reforming some fashion retailers like, Next. Ø Defining the marketing communication objectives MS has had two objectives in its marketing communications campaign. It has tried to show that its products have been characterized and differentiated from the competitors products by its high quality, stylish, great value (USP) and to enhance the perceptions of consumers in terms of quality and fashion( MSs annual report, 2008). Ø Managing the marketing communications mix At the end every season from each year, MS carries out marketing communications campaign. On 8 November 2007, MS launched marketing communications campaign and used the advertising (TV, cinema and the internet) as essential promotional tool in addition public relation (the website) and sales promotion (bonus). The ad, which is called Christmas Belles, was created by the advertising agency, Rainey Kelly Campbell Roalfe Y R, and was executed by a group of models. The models are Erin OConnor, Elizabeth Jagger, Twiggy, Myleene Klass and Laura Bailey who are well known names representing different age groups and each gorgeous model is wearing different clothes from MS range including lingerie and accessories . In addition to Hollywood actor Antonio Banderas who was chosen to attract the attention of menswear next to womenswear (Visit4inf, 2007). The song of the ad is called it is the most wonderful, which is singed by the artist Andy Williams The message, which has been conveyed by the campaign of MS, is â€Å"Quality worth every penny†. Besides; MS has tried to tell its target audiences that it has built its reputation in respect of quality since 1940 by establishing strict criteria which it continues to follow today. In other words, it has enhanced historical attributes of quality. The ad was screened on the TV, which could provide higher levels of awareness and reach to a large number of target audiences. Besides, it also was launched in the cinema because the commercial shown in the cinema made a stronger impression on the consumer .It was possible because it allowed for a longer advertisement that was also within cinematic technology in an artistically advanced package. At the same time the ad was launched on the internet to support the TV and cinema launch. Moreover, the viewers were sending the advertisement to each other by Email .Consequently, the commercial internet was effective in two ways spreading the message between the consumers and cost. Hence, a lot of viewers had seen the ad on YouTube during a few weeks. The new Website was Launched and it was connected to the campaign message .It was used as a complementary tool of TV and cinema .It was flexible and a reasonably cheap technique of getting an extensive target audiences and the company can get feedback from consumer by it (MSs annual report, Caemmerer; 2008, 2009). The last promotional tool, which was used by MSs campaign, is bonus which is considered as a type of sales promotion and it was used to encourage the target ardencies of MS to spend more. Ø Setting the promotional budget At the end of 2007 the marketing expenditure was  £145m more than half of expenses spent on the advertising (Birtwistle, 2007). Ø Evaluating the IMC campaign There are many evidences of success the marketing communications campaign of MS .First of all, The market share of MS in terms of clothes increased from 9,8% 2007 to 11, 2% in 2008 approximately 1,4%9 =  £4,095m (see figure 2).