How to Find the REAL Target Market for Your Children’s Book

Step by step instructions to Find the REAL Target Market for Your Children’s Book Step by step instructions to Find the REAL Target Market for Your Children’s Book The fundamental thought of advertising a book is quite clear: discover who loves your book, find where they ‘live,’ then sell your book there and make them get it. Also, when you’re distributing a children’s book, the guideline is the equivalent - with one exception.In the children’s book advertise, the intended interest group isn’t comprised of kids yet the bigs who buy the books for them. That may be guardians, uncles, aunties, grandparents, instructors - whomever. Once you’re ready to take advantage of what they need in a kid’s book, you’ll rapidly understand that you couldn’t request a superior objective consumer:They have basic center wants: to get a book the kid will love,Children experience a LOT of titles, so they generally need new books,Once they discover a writer they like, they will peruse EVERYTHING they’ve composed, andIt’s simple to discover where guardians, instructors, and such ‘ live’ online.With that at the top of the priority list - we’re going to take a gander at certain ways that children’s writers have successfully focused on the individuals who purchase children’s books. What's the REAL objective market for kids' books? Discover in this post Hit up social mediaBlogs, Instagram, Facebook Groups, Twitter, Reddit. Nowadays, guardians of small children are quite often twenty to thirty year olds - and, thus, will depend on the web for practically any sort of proposal. What's more, meeting your perusers isn’t simply constrained to libraries...Plan school visitsâ€Å"Many children’s book writers don’t understand that numerous schools put in a safe spot a yearly financial plan for paid writer visits,† Jones says. What's more, for sure, there’s a possibility you could be in the long run paid for your school appearances.The stunt here is to be sorted out. Ensure you have an arrangement set up before you contact any schools. Mention to them what age run the book is for, send over connections, a spread picture, an abstract and whatever else they should think about your book. The most effective method to design a school visit for your youngsters' book and more #selfpubtips At that point when the school concurs, send over a synopsis of your arranged visit. Now, Jones would likewise make certain to protect deals with their folks, if proper. (Recollect who your intended interest group truly is.)Jones wraps up her recommendation with this: â€Å"Follow up the email with a call to tell them that you visit nearby schools for nothing, as an end-result of the school sending slips home, offering the opportunity to purchase marked duplicates of the book.†And there are a lot of different deceives you can attempt to come to the children’s guards. You can take a stab at making a trailer, you would guest be able to post for child rearing online journals. Inasmuch as you remain engaged and direct your endeavors to discover where the purchasers of children’s book live - you won’t go far astray.Have you attempted any of these tips previously? How's been your experience showcasing your youngsters' book? Leave your considerations in the remark s underneath and we'll hit you up immediately.

BUSINESS D M Essay Example | Topics and Well Written Essays - 500 words

BUSINESS D M - Essay Example All individuals from the group likewise concurred on most essential point that chose site ought to have greatest business potential in any case no reasonable advertiser will ever hazard their assets in a private endeavor. While doing quality and shortcoming examination of every site by bunch individuals following focuses rose for every site. Qualities Weaknesses Site A Site B Site C Plenty of land accessible Politically very reasonable site Semi-gifted and untalented laborers are accessible bounty. Most beneficial site for business Professionals will love to live here Skilled experts are accessible Plenty of the land accessible for the undertaking A ‘mid cost’ site insufficient lodging offices Professional staff might not want to move here A great deal of sum required to be spent on tidy up and cleansing Not having enough business potential Protected untamed life site Media is against in choice of this site Political activists contradict this site Road conditions are ter rible Parking is an issue at this site Transport connection would take immense spending plan The gathering individuals concurred after thoughts on the accompanying fundamental standards/goals of the emergency clinic venture that must be satisfied while choosing the site and they are recorded according to the accompanying. 1.

Closed Loop Marketing

Closed Loop Marketing © Shutterstock.com | Yury ShchipakinIn this article, I will explore 1) an introduction to closed loop marketing, 2) how closed loop marketing works, 3) getting started in closed loop marketing, 4) technology tools that can help your closed loop marketing efforts, and finishgin with a short 5) conclusion.INTRODUCTIONPeople who run big companies and other businesses are tasked with knowing how their company spends its money. A big part of any company’s budget is devoted to marketing and advertising; after all a business can’t make money if they don’t do something to acquire customers interested in their product and make them buy. With a high percentage of the marketing budget, executives  want to see proof that those budgeted dollars are being well spent and contributing to the company’s bottom line. In order to do that there has to be a way to track how marketing strategies translate into dollars. One good way to see if a company’s marketing plan is working is through what is called “closed loop marketing”.Closed loop marketing plays a critical role in the sales process because it opens up the lines of communication between the company’s sales force and their marketing team. After doing this, they are able to analyze how their current marketing strategies are working to help target their future marketing campaigns more successfully.A.     What is closed loop marketing?In business jargon, closed loop marketing is often described as the process in which a company seeks to capture data and information on its marketing practices to establish what is effective (and whats not) at attracting future customers; it takes a high degree of communication between the marketing staff and sales force to do it right. In Lehman’s terms closed loop marketing is simply the sales staff working with the marketing team to determine how customers arrived at their website and what they did after they got there.B.     Why do Businesses Need Closed Loop MarketingFor man y years businesses had no idea why their marketing strategy did or did not work other than actual sales; even when sales are good there are still areas that could be considered wasteful spending in even the most successful marketing campaigns, but there was no way to identify them. This has all changed with the mainstream use of the internet and such advanced web tools as Google Analytics. These new analysis tools give businesses the chance to take a much more detailed look at their marketing methods.Here are some specific reasons why companies need to make good use of closed loop marketing:It shows a company more specifically where to focus their future marketing effortsIt helps them break down results to get a clearer picture of what happened in the marketing to sales processIt helps narrows down their target audienceIf used right it has the potential to shorten the marketing to sale timeA company that uses it is able to set more realistic goals with future marketing and sales str ategiesIf done right, closed loop marketing can help businesses cut costs and improve their profit at the same time.[cp_modal id=cp_id_75506] [/cp_modal]HOW CLOSED LOOP MARKETING WORKSThere are several key parts of any good closed loop marketing plan, and they are as follows:1.     Attracting Traffic to the WebsiteThe first thing that must be done is to let potential customers know that a business is out there and what are the products and/or services they offer. This can be done by several different ways and most of the better ones target search engines by what is known as search engine optimization (SEO). Effective SEO is done by such things as placing keywords into web content on a site, designing URL’s to be product or service specific and by having relevant and informational content in web pages and blogs.When a company has a properly optimized website, it will appear toward the front of a search engine’s rankings, and this usually will bring more traffic to a website.2.   Understanding Where the Traffic Originated FromWebsite analytical tools are advanced enough these days that they can tell a company what their web traffics source is. These are what is known as ‘referral paths’ and they are a very important part of any closed loop marketing system. All website analysis tools will have a section titles something like “Traffic Sources” that will tell a company exactly what originating source brought a visitor to their website.From here a company can click on each source and see what referral path brought each customer to them; it will actually list specific webpages of the sites that brought a customer to a company.3.     Monitoring the Online Behavior of ConsumersBehavioral targeting seeks to create a profile for the types of customers that a company’s website is attracting the most. For instance, if the company is one that sells guns they may find a large amount of the traffic that visits their website originates from survivalist blogs or hunting sites. This type of information is critical in shaping future marketing and sales strategy. It is why marketing practices have been ai med at people’s behaviors long before the computer and internet came into mainstream use. Theoretically, if a company can identify what it is about their product or service that relates to a certain type of individuals life, they will then be able to design and target a marketing campaign that has a much higher than usual lead to sale ratio.4.     The Role of Submitting a Lead-Capture Form in the ProcessA lead capture form is something that a business’s potential customers will supply to them that contains enough information about that customer so the sales team can follow-up. It can be done by placing something like an “if you want more information click here” button on a website or it can be something like a form that is physically filled out at a trade show. There are many different ways both on and off the internet that a business can take to establish leads for their product or service. The main component of any lead-capture form is that it be actionable enough for the sales team or the company’s website to turn it into a future sale or continue to work towards that end.5.     Lead turns into Sale and the Source is CreditedBusinesses will take the data they gather on a customer and what led to a sale to prepare what is sometimes referred to as an ‘Attribution Model’. This model basically charts the referral path to the sale and gives the original source the credit; it can be broken down further into first touch and last touch attribution models to help more accurately identify a lead source.This is an important part of any sales and marketing process because many times an originating source will get some type of financial compensation for bringing a lead to another business that turned into a sale; these are commonly referred to as ‘affiliate’ or ‘referral’ programs. Affiliate programs are a great way for a business to build their sales up quickly, but they will give up part of their profit in the process.6.   Analyzing the ResultsA s the closed loop marketing process goes along, the company will generate a very large amount of visitor data if SEO is done right and it resulted in driving a fair amount of traffic to their website. Once the data is gathered, members of the sales team and marketing department must break down and analyze the data to figure out what worked in the marketing campaign and what did not.With the advantages that the modern analytical tools give them, the teams will then identify such things as the sources that brought the most leads to sale, the percentage of click-through’s (visitors who left immediately), the number of page views, and the time on page for visitors (this signifies the quality of web content on a particular page). All of this information is then put to good use designing the next marketing campaign with the intention of refocusing the next campaign on what worked best in the previous one.7.     Evaluating the Sales FunnelA sales funnel takes analyzed data and builds a v isual model of the steps that were done to sell a product. Just like a funnel that is used to help fill a container accurately with liquid, a sales funnel gets more specific as it gets to its narrow end. A typical sales funnel will look at the following areas from the top down:Web Content â€" What attracted visitors to the site and what did not. This typically consists of content on the page, blogs, press releases and more.Prospect Conversion â€" What it took to get a potential customer more interested. It usually consists of such things as product demo videos, insider tips, and detailed graphics.Lead Generation â€" This is what took the interested visitor from a raw prospect to an actual lead. This is usually done by something on the webpage that is actionable such as a “click here for more information” tab or using some sort of traceable coupon.Customer Acquisition â€" What closed the deal. It could be such things as a sales meeting, a mailed brochure or “buy one get one fre e” offer.Actual Sale â€" All the above then succeeded in making a sale of a company’s product or service.8.     Looking at Lead to Sale Percentage and ROIOf course, what all the heads of all companies want to see is the return on investment (ROI) that they are getting from the dollars they spent on any marketing campaign.The beauty of having all the analytical tools that are available today is that they make it very convenient to establish both an accurate ROI and to help provide detailed results which shape future marketing strategy.[slideshare id=35444909doc=1405-roislideshare-140603134626-phpapp01w=640h=330]GETTING STARTED IN CLOSED LOOP MARKETINGFor those companies that currently do not use a closed loop marketing process for their business, here is what they would need to do to get started.Establish Effective Data Management.  This is by far one of the most critical processes of any marketing department when it comes to analyzing the effectiveness of a particular marketing strategy. A company has to be able to identify and use accurate data for analysis.Determine Lead Scoring and Subsequent Ranking.  Lead scoring is the ever changing method of establishing a scoring system for how good individual sales leads are perceived to be at attracting potential customers. The higher the lead score, the more attention that is given to that sales lead.Ensuring lead movement.  This phase of the marketing process ensures that there are no dead ends for leads, and they don’t just sit in one place without moving forward.Establish Effective Sales and Marketing Communication.  The very reason that closed loop marketing was established in the first place was the failure of sales and marketing teams to effectively communicate during marketing campaigns in the past. Businesses now realize that communication between the marketing and sales department is an essential part of designing any future marketing campaigns in order for them to be successful.Determine ROI for the marketing campaign.  As was mentioned in the previous section, those in charge of trying to make a company profitable want to see what type of sales return they have gotten on any of their marketing investments. ROI is what determines whether a particular marketing strategy was successful or not.TECHNOLOGY TOOLS THAT CAN HELP CLOSED LOOP MARKETING EFFORTSHere are some popular tools that will help a company collect marketing data and help with their future strategy planning too.A.     Marketing SoftwareHubspot: Hubspot was designed to help small and medium businesses that do not have the advantage of large sales and marketing teams working for them. It is cloud base so it can be accessed by any device which can connect to the internet. It can help with such marketing functions as email marketing, campaign management, tracking of social media and lead generation and tracking.Marketo: Marketo is one of the fastest growing programs that can be found anywhere when it comes to helping bus inesses with their marketing campaigns. It was originally designed for business to business marketing and has been the leading program for that since it came out in 2006. It is a web-based platform which caters to businesses of all sizes. It conveniently keeps track of marketing activities, analytics, data and even has a website design function.Outmarket (formally Vocus): This is one of the oldest software programs on the market, so its customers get the benefits of all the marketing input that has shaped the program over the years. It can handle everything from raising brand awareness on social media to helping with lead generation. It can be used by companies of all sizes. It also can help a company with their CRM, analytics and e-mail marketing needs. It is cloud based so it can be accessed by smart devices and mobile applications too.B.     Customer Relationship Management (CRM) SoftwareSalesforce: This program is by far the clear leader of cloud-based CRM software services. It caters to a large variety of different size businesses. Because it is cloud-based, it can conveniently be accessed from anywhere a user can establish an internet connection. It has a large variety of CRM tools that can do such things as lead generation, contact management and different types of sales forecasting. It comes at an affordable price which makes it ideal for small businesses.Sugar CRM: This software is a great platform for integrating sales, marketing, and other individual employees into the sales and marketing functions of the business. It is another program that comes highly recommended for small business applications, although it can be used for other sized businesses too. It comes in both cloud based and downloadable forms depending on a business’s preference.SupportCenter Plus: This is another cloud-based system that enables those who use it to do much more than just enhancing their marketing strategy. It can do everything from handling customer tickets to establis hing a customer data base. It also includes easy access to several real-time reports and dashboards.Microsoft Dynamics CRM: Microsoft is a reputable player in the CRM category with its Microsoft Dynamics CRM platform. This cloud-based CRM solution helps its users do such things as manage schedules, manage individually assigned tasks, track customer loyalty, and generate data which helps future marketing campaigns.CONCLUSIONThere is a reason why this process is called the “closed loop” method of marketing, and it’s because it takes the marketing process full circle with the inclusion of accurate feedback from the sales staff. This is something that rarely took place in companies in the past because of poor communication between the sales and marketing departments and the inability to obtain accurate data on specific areas of a marketing campaign.Now that this detailed marketing data is available, it is something that modern day companies need to take full advantage of as advert ising and marketing costs continue to skyrocket. Closed loop marketing helps to establish proven areas where future marketing dollars should go and also helps to save money by eliminating areas in the marketing process that were ineffective at attracting customers in the past. Closed loop marketing gives a company the ability to do all the things mentioned and more.

Racial Discrimination in History and Today - Free Essay Example

Sample details Pages: 6 Words: 1815 Downloads: 3 Date added: 2019/04/01 Category Society Essay Level High school Tags: Discrimination Essay Did you like this example? America preaches integral action and practices segregation Malcolm X says. Americas viewing of each other isnt always prominent. Throughout many diverse sources I have found that racial discrimination is portrayed through many races, even ones own race. Don’t waste time! Our writers will create an original "Racial Discrimination in History and Today" essay for you Create order If this is true for all races, then how come someone who is only one-fourth white is considered a mutt by our society? Well, unfortunately society considers African Americans as the minority, so this became a centralized way to judge rather someone be the equivalent to either white or black.. Rather that being said, the racist never really focus on the ethnicity of oneself rather even realizing their own ethnicity at the time. Ethnicity comes from a whole developed with the greek language, ethnicity basically meaning nation. Although ethnicity is used now to describe a persons background, there are two different definitions of ethnicity, broad and narrow. The broad definition belongs to a group being a social displayed by race,national origin and religion. The narrow definition refers to groups that are based on either cultural or national-origin characteristics. The cultural characteristics being language, and the national-original characteristics being the country from which a person or his/her ancestors came. Today, the narrower definition is more preferred by social scientists because it matches up more precisely with the original Greek meaning of nationality. Ethnocentrism should also be mentioned here because this is a big cause of racism today. Ethnocentrism is the belief that your group or country believes that they are better than all the other groups and countries in the world. Although today we are here to speak on the topics of same race discrimination and some of the outlying charactersitics to what kind of discrimination we have todday. For instance, trump is building a wall to remove all illegal citizens. Most of all Hispanic and muslim descent. The organization D.A.C.A. ( Deferred Action For Childhood Arrivals) is an american immigration policy that allows some individuals who were brought to the U.S. illegally as children to receive a renewable two-year period of deferred action from deportation and become eligible for a workers permit in the U.S. Donald trump believes that all people not born as a citizen must be shut out, starting with the removal of this program. Being so, this caused rallys of people holding signs stating continue the dreamers. Being this said President Trump Applying tons of contradictions to this being of his own descent. So therefore, lets focus back on our very own leaders ethnicity as a family whole. Donald trumps father Fred trump was born in germany an immigrant for 19 years before coming to america and becoming a us citizen. His mother was born in stornoway scotland and was in the u.s . Illegally for 13 years. Donald trump displays much racial discrimination throughout his career and life time. Racial discrimination through some black news reporters at his speeches and also many people of his own descent. This being said discrimination may come through any background. In october 2018, pop star singer and rapper Kanye west and donald trump met up together in chicago. While this being said kanye posted a facebook photo wearing a make america great again hat, one of donald trumps known slogans. This caused a uproar in the internet against most blacks and whites due to how horribly trump has treated anyone of color. Many african americans started to through out racial slurs to kanye, discriminating against kanye in such little sentences such as hes not very bright to be hanging with such a pig, looks like hes almost the black version now. anonymous. A post that was published to The Washington Post even stated its depressing to see a gifted artist reduced to grade school provocation, claiming that wearing one of trumps signature hats is an act of courage. Furthermore, When we look at physical characteristics such as skin color from the social definition perspective, there is no clear meaning, but these characteristics do have what is referred to as social meaning. Pierre van den Berghe defined a racial group as a human group that defines itself and/or is defined by other groups as different from other groups by virtue of innate and immutable physical characteristics. Racial group distinctions are based upon ideological racism, which links physical qualities to the lesser or greater cultural and intellectual characteristics. Originating more than one hundred years ago, people with only one-eighth African ancestry, but even without any physical characteristics normally. Although racial discrimination is displayed through acts of the minority, people of caucasian descent can be targeted as well. On a daily basis we may hear things such as freaking white people or you dress like a white person almost as if we are stereotyping a white cate gory. White discrimination can be displayed in one of the most popular coffee places in the world known as starbucks. This coffee places gets all types of stereotyping and discrimination. Such as only wealthy people drink from this store, or this is a white people coffee place while dunkin donuts is for the minority. In april 2017, there was a arrest in a starbucks for a black person who was trying to use the washroom, but was not a customer starting up a riot against the whites for being racist almost. Making statements that starbucks is not just a racially white store and should be open to all public. Although many workers do feel attacked because they are seen as a store for only those of pale skin, when really most of the workers are the most welcoming people. Initially, racial discrimination is not just the center of todays time, it also was a huge spark in history. Lets go back to the late 1800s. Many groups may be widely known such as, KKK (ku klux klan) founded in 1865 as a secret society. as well as the UNIA (universal negro improvement association) founded in 1914 by a jamaican immigrant. The KKK being know to absolutely hate the african american race, causing riots, and a disturbance to peace by killing a brutally threatening the black race. While the UNIA being an organization in which african americans got together to build strong bonds to work against racial discrimination such as groups like the KKK. although my main topic has been about whites against the minority i would like to talk about the reverse. The MOVE group is a black liberation group founded in pennsylvania by john africa. They believed in many ideologies such as Anchor-primitivism, animal rights, and black liberation. They were very discreet believing in the whites racially discriminating against them, especially the police officers believing that they were out to get them. Move was ordered to evacuate their houses in 1978 in order to give rights to other blacks that felt almost trapped when they gather together to strive over there conspiracies. Unfortunately the move violated to remove themselves from their homes causing the police officers to violently bomb their houses after many rages and altercation that the move has set out for the authorities. This lead to a lot of shootouts and burned houses. This initial fire killed almost thirty people majority of ages 3-13. After this incident simmered down, in the next couple of years the society move would meet in court with some of the police officers. Mainly giving out their idealism behind why they didnt evacuate their premises. Many police authorities believed that a child should never have to grow up a certain way. Although the police were in the wrong by bombing somewhat of innocent people, this dilemma did take a toll out on them for the worst. Being most police in this time were white, causing an uproar especially because the move group was fighting for liberation. Hence, race is one of the main topics of violence in todays time, the ratio of racial violence in the U.S. is for every ethnicity group 46.7% of people commit hate crimes. The least tolerant country is jordan. Racial tolerance is low in the ethnically diverse asian countries. western , central europe and the U.S. are racially tolerant. The second most racist country is india, african americans are especially affected by racism in india, denied living accommodations and even attacked or killed. A large portion of racial discrimination in the U.S. is in the labor market. There are two types of discrimination in the work unit, being disparate treatment and disparate impact. Disparate treatment being that an employee is treated differently than one another due to color, or race and disparate impact is rather a practice or rule that one should be treated differently in the workplace to protect rather. Race also plays a huge role in housing, for every 1 in 5 blacks and every 1 in 4 hispani cs. Racial segregation is not just a poll between blacks and whites. Race is also violated within the medical field. For example the Serena williams case was a huge topic of 2018. After her birth of her daughter via c-section the tennis player began to feel shortness of breath and ludicrous amounts of pain. It took her multiples to convince her nurse that something was actually wrong with her, before the nurse eventually took action. The doctor eventually ordered a CT scan showing that she has blood clots forming in her lungs and also a hematoma in her abdomen. If this isnt treated within the time serena couldve died shortly after her daughter birth. Looking at many files, pain heard from people of color at some hospitals is an understatement due to the pain heard from someone who is of a caucasian descent. Overall, Racial discrimination was a more persistent topic in the late 1800s- all the way to the end of the 1900s. Although today racial division is still a huge part of our centuries struggle, it doesnt just affect only americans. Racial discrimination does have a big role even through the same race. Not only that but discrimination has it effects on peoples thinking rather that be towards someone of higher wealth or even the kind of dog they have. not only through race but through many other topics, almost anything you can think of. Discrimination does exist. Being a great importance to the world because it affects the way we treat each other no just through the media but through everyday lifestyles. Occasionally, same race discrimination is an existing event, something so powerful that no matter what skin color you have you can be affected somehow and someday. Initally i believe that if we do everything to see every person as just one we can change the way our future looks at one another, no matter who it is, what the color the skin is, or the person riding next to you on the bus or the guy in you woods class, or even the husband of your sister. We ae ONE.

The Influence of Martin Luther King Jr. - 3372 Words

Martin had many influences throughout his life, many of which would shape his rhetoric, and the way he handled himself and those around him. Martin’s influences could be traced back to three things: his parents and home life, his education, and then his own personal experiences with racism. These three topics shaped Martin and his views on racism, and they were also what made him the most respected and the most admired Civil Rights Leader of his time. Martin’s Parents and Home Life Martin Luther King Jr. stood for many things; non-violence, love, equality, peace, all of which could be used to define his perfect community, his perfect world. Martin believed all of these things could be achieved with persistence and the right frame†¦show more content†¦In spite of her relatively comfortable circumstances, Martin’s mother never complacently adjusted herself to the system of segregation. She instilled a sense of self-respect in all of her children from the very beginning. Martin’s mother confronted the age-old problem of the Negro parent in America: how to explain discrimination and segregation to a small child. She taught Martin that he should always feel a sense of somebodiness, but that on the other hand, he had to go out there and face a system that would consistently say he would always be ‘one step back, no matter how fast he ran.’ Alberta also told Martin about slavery and how it ended with the Civil War. She tried to explain the divided system of the South—the segregated schools, restaurants, theaters, housing; the white and colored signs on drinking fountains, waiting rooms, lavatories—as a social condition rather than a natural order. She made it clear that she opposed this system and that Martin must never allow it to make himself feel inferior. Needless to say, Martin’s home situation was very congenial. It is said that Martin really admired his parents, and that an argu ment between the two rarely occurred. These factors were highly significant in determining his religious attitudes. It was also quite easy for Martin to think of a God of love mainly because he grew up in a family where love was central theme and where love-based relationships were always present. Martin too found it fairlyShow MoreRelatedThe Influence Of Martin Luther King Jr.1609 Words   |  7 Pages Martin Luther King Jr. was an African-American civil rights activist who lived from 1929 to 1968. He was mostly known for his peaceful protest movements across America, and for his speech ‘I Have a Dream’. Martin Luther King Jr. was also known for his connection to Christianity, and how he used the influence of Jesus Christ throughout his life to lead the people of the activist movement through times of trial and revolution, while relating many of his teachings to the Bible. He made very significantRead More Henry Thoreau’s Influence on Martin Luther King Jr. Essay898 Words   |  4 PagesHenry Thoreau’s Influence on Martin Luther King Jr. Henry David Thoreau was a great American writer, philosopher, and naturalist of the 1800’s who’s writings have influenced many famous leaders in the 20th century, as well as in his own lifetime. Henry David Thoreau was born in Concord, Massachusetts in 1817, where he was later educated at Harvard University. Thoreau was a transcendentalist writer, which means that he believed that intuition and the individual conscience â€Å"transcend† experienceRead MoreDr. Martin Luther King Jr. And His Influence On The American Civil Rights Movement765 Words   |  4 Pagesof Dr. Martin Luther King Jr. and his influences on the American civil rights movement. His famous speech – â€Å"I have a dream† is one of the most compelling in all times. The speech was powerful because it was simple and brought out a clear and focused theme. The audiences’ emotion was agitated instantly by his speech. And the reaction and impact were enormous. Of course, leadership is not only about powerful speeches, but involves the leaders’ characteristics and their abilities to influence othersRead MoreHenry David Thoreau: Great Influence to Dr. Martin Luther King, Jr.629 Words   |  3 Pagesgreatly influenced by the writer Ralph Waldo Emerson, (who introduced Thoreau to the ideas of transcendentalism) Martin Luther King, Jr.s thinking was greatly influenced by that of Thoreaus. He was most probably influenced more by Indias Mahatma Gandhi; however, Gandhis principles were mainly based on those of Thoreau. Though Thoreau lived more than 100 years before the time of King, his thinking remained an influential legacy. They each wrote based on contemporary events that had been going onRead MoreHow Did Religion Influence Martin Luther King, Jr as He Led the Civil Rights Movement2455 Words   |  10 PagesHow did Religion Influence Martin Luther King, Jr as he led the Civil Rights Movement What do you consider a leader? Is it someone who can lead a group of people with no trouble or is it simply someone with exquisite thinking skills? There is not an accurate definition explaining who or what a leader is because each is different. I feel that Martin Luther King Jr is a great example because he has the ability to inspire people, which led to a movement that forever changed America. This paper goesRead MoreComparison on Malcolm X and Martin Luther King Jr.: Who Had More Influence over the Civil Rights Movement1233 Words   |  5 PagesMalcolm X and Martin Luther King Jr., the latter had a more positive influence in the progress of the movement. Each of these two leaders had different views on how to go about gaining freedom. While King believed a peaceful means would allow the blacks to achieve equality with the white Americans, Malcolm X took a more pessimistic approach. He believed achieving equality was nearly impossible and preached a more separatist doctrine. The mens later beliefs were formed in their youth. King was raisedRead MoreWho knew the two most powerful African Americans that influence countless of people in history and700 Words   |  3 PagesWho knew the two most powerful African Americans that influence countless of people in history and wrote their one of many most inspirational work while locked up in jail? Martin Luther King Jr. was incarcerated because the city officials issued a court injunction to prohibit the civil rights marches in Birmingham. Whereas, Malcolm x was arrested for burglary while trying to pick up a stolen watch he had left for repairs at a jewelry shop. The fight for civil right was taken in the 1960s, whereRead MoreI Have A Dream Speech Analysis847 Words   |  4 Pagescountry. In the speech I Have a Dream, Dr. Martin Luther King Jr. was influencing people to go and protest to get their rights and in the speech A Eulogy for Dr. Martin Luther King Jr., Robert F. Kennedy influences people to change and do as Dr. Martin Luther King Jr. The last two peo ple were speaking to influence people. They made a change, they did something and hope something will change. First, the speech I Have a Dream By Dr. Martin Luther King Jr. He is a famous black rights leader. He toldRead MoreMartin Luther King’s Quest for Equality1340 Words   |  5 PagesEquality Martin Luther King Jr. had a substantial impact on how the United States views civil rights. During his lifetime, Martin became highly educated and used his knowledge to help others in a positive way. King was not only an influential leader of the Civil Rights Movement, but also a catalyst and a leading figure of the 1960s. His leadership and practices still live on today, and the Civil Rights Movement wouldnt have been nearly as successful without his leadership and guidance. Dr. King pushedRead MoreTransactional Leaders : Transformational Leaders1140 Words   |  5 Pagesinspire, influence, move, and literally transform followers to achieve organizational goals beyond their self-interests (Burns, 1978), thus initiating and bringing about positive change (Weiss, 2011). In this paper, I will be discussing Martin Luther King and explain what style of leadership Martin Luther King, Jr. had, whether transformational or transactional, what type of leadership characteristics Martin Luth er King, Jr. demonstrates, and what aspects of servant leadership Martin Luther King, Jr

The Stigma Of Hiv Aids Health And Social Care Essay Free Essays

This reappraisal aims to show the contested nature of biomedical and laic constructs of wellness and mending underpinning Human Immunodeficiency Virus/ Acquired Immunodeficiency Syndrome ( HIV/AIDS ) and its stigma. Due to the wideness of the topic the reappraisal will merely be restricted to HIV/AIDS and stigma in relation to the interactions between Peoples Populating with HIV/AIDS ( PLWHA ) and the wellness structures that supply them with bar and intervention services. Literature and stuffs from different published beginnings would be reviewed and analysed, followed by a critical comparative analysis of the key contested constructs of wellness as applied to HIV/AIDS and stigma, eventually reasoning with an interface of the two theoretical accounts. We will write a custom essay sample on The Stigma Of Hiv Aids Health And Social Care Essay or any similar topic only for you Order Now HIV/AIDS is one of the challenges to human life and self-respect. It affects all degrees of society and has a monolithic impact on planetary economic and societal development, ( Rowden, 2009 ) . Surveies have been conducted on its impact on human life and how it could be controlled. This reappraisal was conducted by researching literature from a assortment of beginnings for published articles on HIV/AIDS and its stigma. Literature from research covering a period of 8 old ages from 2002-2010 was extracted from Assia, PubMed, Sage, British Medical Journal, Cochrane and Absco-host, and reviewed for the survey, aims, methodological analysis and cardinal findings. Relevant books, diaries, paperss and studies from administrations such as UNAIDS, and the World Bank were besides reviewed. Both qualitative and quantitative information was used to show the information. Despite confronting a batch of unfavorable judgment on its top-down attack, the biomedical theoretical account remains the dominant construct in wellness and unwellness. Its credibleness lies on its scientific methods and expert cognition used to name or understand unwellness and intervention. This theoretical account views the organic structure as a machine composed of different parts working together for it to work. If one portion is non working decently, the purpose is to happen what is incorrect with it through diagnosing and repair it by ordering medical specialty, ( Taylor A ; Hawley 2010:12 ) . Focus is hence restricted to the physical unwellness of an person ‘s organic structure and the scientific apprehension of disease, doing the attack to a great extent based on pharmacological medicine. While pharmacological medicine is good in the intervention and bar of HIV/AIDS, it is criticised for advancing the privilege of the biomedical theoretical account, farther heighteni ng undermining of alternate attacks to wellness and healing. The biomedical attack may be inappropriate to some communities and create feelings of weakness and exposure hence impacting the success of the intercession. ( Global Health Watch, 2008, Farmer, 1999 ) . Lay constructs of wellness and unwellness are diverse and complex than those of the medical theoretical account. They focus on people ‘s experiences of wellness and unwellness in relation to their overall life experiences and are embedded within local societal and cultural constructions. Unlike in the biomedical attack, autochthonal attacks seek to mend the whole individual by associating the unwellness with the individual ‘s societal and economic background, ( Taylor, 2003 ) . However critics of this theoretical account argue that ballad constructs are hard to grounds and research hence they remain marginalised and barely recognised as legitimate cognition, ( Taylor A ; Hawley, 2010:13 ) . On the contrary, Taylor, ( 2003 ) argues that ballad position is important cognition for public wellness as it identifies roots of unwellnesss for possible long term bar and intervention for the larger population as comparison to separately focussed intercessions. Influence of power systems such as the laterality of the medical theoretical account hinder advancement on bars and intervention of diseases such as HIV/AIDS and stigma as they govern relationships between wellness constructions and laic people. Goffman, ( 1990 ) , and Parker and Aggleton, ( 2003 ) , ‘s theories of stigma in assisting us to understand how stigma is constructed and its influence in peoples ‘ lives view stigma and favoritism as functional systems which maintain boundaries between those in power and those without. Through such power, societal inequalities are developed taking to creative activity of societal norms. These formulate stigma by regulating interactions between people and reenforce power constructions that serve to keep control of the powerless, ( Farmer, 2005 ) . Both theories have been widely used in HIV related stigma to foreground how bias, negative attitudes, maltreatment and ill-treatment directed towards PLWHA have hindered the advancement of bar and intervention. Research high spots that stigma and favoritism in wellness attention scenes deducing from societal power instabilities contribute a great trade in maintaining people off from accessing HIV/AIDS intervention and attention. Patients felt greatly affected by wellness workers experiencing uncomfortable with them and handling them in an inferior mode. In Tanzania, some discriminatory and stigmatised patterns such as dish the dirting about patients ‘ HIV ‘s position, disregard, verbal maltreatment, proving and unwraping HIV ‘s position without consent were noted, ( D.C Synergy, 2005 ) . Similarly in India, wellness workers were unwraping patients ‘ HIV position to their households without patients ‘ consent, ( Mahedra et, Al, 2007 ) . Harassment, avoiding and isolation of HIV-positive patients and proving without reding are common characteristics of stigmatization in most surveies. Some wellness workers wore protective vesture even if there was no physical con tact during interactions. Fear of being identified as infected with HIV besides influenced people to protract proving for HIV and merely accessed services when their unwellness was at an advanced phase, ( Bond and Aggleton, 2002 ; Kinsler et Al, 2007 ; Varga et Al 2006 ; Kalichman and Simbayi, 2003 ) . In Zambia, HIV-positive wellness workers were concealing their Hiv position from their co-workers in fright of being stigmatised, ( Dieleman et al, 2007 ) . While most of the literature on HIV/AIDS and entree to wellness services is negative, there is grounds of the value of supportive and de-stigmatising HIV services in some parts of the Earth. Brazil has been hailed as a theoretical account by PLWHA. They reported supportive inclusive structural systems that create healthy environments that promote active engagement of different groups in society and the authorities, ( Caltado, 2008 ) . In South Africa where most people believe in traditional healing, Aids Activism has made a positive significance in HIV/AIDS bar and intervention by interpreting and interceding the biomedical attack within local ideological models which are easy understood and acted on by the locals, ( Colvin, Robins, 2010 ) . Literature reveals that collaboration between ballad positions and biomedical attack is indispensable for successful control of HIV/AIDS and stigma. There is no remedy for AIDS but Anti-retrovirals ( ARVs ) can protract life by take downing degrees of HIV in the organic structure hence detaining the procedure between HIV and AIDS, ( Robin, 2009 ) . Although ARVs are now readily available in most states, Numberss of freshly infected people are lifting. Harmonizing to the World Bank, 60 million people are populating with HIV/AIDS worldwide. Access to intervention has increased dramatically but for every 100 people on intervention, 250 become freshly infected, ( World Bank, 2010 ) . As such, force per unit area is now lifting on the effectivity of merely trusting on the biomedical attack for intervention and attention of HIV/AIDS. While ballad positions are considered effectual, this can non be confirmed as true with HIV/AIDS attention. In South Africa, despite people to a great extent trusting on traditional healing attacks, HIV prevalence continued to lift. Significance towards effectual control of the epidemic has been noted with the addition in handiness of ARV ‘s, ( Colvin, 2009 ) . In the UNAIDS Report On The Global AIDS Epidemic 2010, in 7 states, five of them in Eastern Europe and Central Asia, HIV incidences increased by more than 25 % between 2001 and 2009. Sub Saharan Africa, although still staying the most extremely affected by the epidemic, figures either stabilised or showed marks of diminution owing to positive behavior due to increased services that are embedded in local civilization. The study affirms that stigma and favoritism, deficiency of entree to services and bad Torahs can do the epidemic worse, ( UNAIDS, 2010 ) . Due to the challenges presented by HIV/AIDS to planetary public wellness, Baum. ( 2008:241 ) calls for corporate engagement of all sectors in the battle against this deathly disease. She asserts that community degree mobilization where there is partnership between ballad people and constructions is the effectual manner of battling HIV/AIDS and stigma. This is farther supported by Farmer, ( 1999:90 ) , who does non excuse the laterality of the biomedical position in wellness and healing. He believes that ballad people have a important function in the procedure of wellness betterments and accents on the importance understanding ballad people ‘s experiences as indispensable cognition for successful intercessions. He holds that wellness attention services should be accessible to PLWHA without fright of being stigmatised. Educating wellness attention professionals about the impact of stigma on patients and policies that encourage inclusion of PLWHA in determinations that affect thei r lives are some of the cardinal factors of efficaciously undertaking the epidemic. Parker and Aggleton, ( 2003 ) besides claim corporate engagement between ballad people and wellness constructions as cardinal to successful anti-stigma services. Relationships between wellness constructions and PLWHA could besides be improved by prosecuting ballad people through protagonism. The Greater Involvement of PLWHA, ( GIPA ) rule emphasises the demand for engagement of PLWHA at all degrees in battling HIV/AIDS because they understand their state of affairs better. Therefore their voices could be heard good if their demands were presented by people in the same state of affairs, ( UNAIDS, 2007 ) . In the Zambia survey, professionals populating with HIV/AIDS are in a better place to recommend for people accessing services. Baum, ( 2008:550 ) affirms that advocacy affecting public wellness practicians is an effectual manner of act uponing structural barriers in public wellness. Literature has highlighted the contested nature of constructs of wellness and mending underpinning entree to services supplying intervention and bar of HIV/AIDS and its stigma. The biomedical attack conceptualises wellness and unwellness through scientific discipline and expertness with focal point on the person. Lay concepts position wellness and healing as embedded within local societal and cultural constructions and hence seek to turn to public wellness for a wider population. Literature suggests that neither attack in isolation is effectual in bar and attention for HIV/AIDS. Arguments have centred on the importance of coaction of the theoretical accounts. Therefore there is demand for intercession programmes to develop holistic attacks that are underpinned by the two theoretical accounts but it is besides of import to understanding each of the constructs in its ain right. How to cite The Stigma Of Hiv Aids Health And Social Care Essay, Essay examples

Ogilvy Mather and Its Competitive Strategy for the Next Four Years Essay Example

Ogilvy Mather and Its Competitive Strategy for the Next Four Years Paper GRADUATE ECONOMICS PROJECT TEMPLATE Enter the required information in the spaces provided on this cover page. DO NOT ENTER TYPE OR CHANGE PAGE 2 your marked project will be returned via your ECU email address. FAMILY NAMEOTHER NAMESTUDENT NUMBER LYONETTE YOUR ECU EMAIL ADDRESS UNIT CODE AND TITLEMBA5627 PRINCIPALS OF ECONOMICS STUDY MODE BY COURSEWORK YOUR PROJECT BUSINESS NAME OGILVY MATHER AND ITS COMPETITIVE STRATEGY FOR THE NEXT FOUR YEARS I HAVE READ AND FOLLOWED PROJECT INSTRUCTIONS (MARK BOX WITH AN X)X YOUR PROJECT WORD COUNT2818YOUR ABSTRACT WORD COUNT100 REMEMBER to save your project using the filename format shown in the examples below SMITH John 0123456 MBA5627 Project S1 2008 CHEN Chunmei 0987654 ECF5600 Project S2 2007 PATEL Rajiv 007007 MBA 5607 Project S2 2008 MWESI Cholo 0333444 MBA 5627 Project S2 2006 PROJECT ASSESSMENT FEEDBACK TitleUsing the analytical tools developed on this unit, conduct an economic environment analysis of a business you have selected for study and suggest a competitive strategy for that business to cover the next four years. Margin abbreviationsA / V / U Avoid this usage / This is verbose / This statement not clear / Ambiguous D Needs definition NS / No! Statement is a non-sequitur i. e. logically incorrect / Statement is factually incorrect R Repetition this point already made S? / Ref! Reference / Source for this statement? / Citation is incorrect or incomplete Sp / P / PE Spelling error / Punctuation error / Poor expression – see writing skills advisor T Title for table, appendices or graph required We will write a custom essay sample on Ogilvy Mather and Its Competitive Strategy for the Next Four Years specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Ogilvy Mather and Its Competitive Strategy for the Next Four Years specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Ogilvy Mather and Its Competitive Strategy for the Next Four Years specifically for you FOR ONLY $16.38 $13.9/page Hire Writer This assessment task (AT) is graded under the following headings: (1) instructions guidelines; (2) knowledge of economic concepts theories; (3) discovery use of economic data; (4) application of economic analysis; (5) standards conventions: referencing; avoidance of plagiarism, expression; presentation. Summative Comments – see also inked in-text comments Mark: Instructor Comments Content 1. Project title†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-4 2. Abstract†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-4 3. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. p-4 4. Overview of business: Product, Market, Value Creation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. p-4 5. Business costs in the short and long run†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-5 6. Market Structure: Competitor and Regulators†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-6 7. Macroeconomic Environment 1: The Business cycle†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-8 8. Macroeconomic Environment 2: Marco Policy, Interest Rates and Taxation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-9 9. International Environment: Global Business conditions and Exchange Rate†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-9 10. The Driving Forces†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-10 11. Competitive Strategy for the next four years†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-11 12. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-12 1. PROJECT TITLE Ogilvy Mather and its competitive strategy for the next 4 years . ABSTRACT/EXECUTIVE SUMMARY As an advertising agency Ogilvy Mather India has a high ranking in the Indian advertising industry. The paper studies the company, its services and its place in the industry. The paper analyses and defines its market structure as one of oligopoly. It is seen how the state of the economy effects a large company like OM and how monetary and fiscal policies affects its revenue and expenditure. By studying the market structure, economy and the companies driving forces a competitive strategy for the next four years is suggested in order to give OM a better stand in the market. . INTRODUCTION The aim of this project is to study the economic environment of the Advertising Industry in India using the company Ogilvy Mather as the main focus. The various economics aspects which affect a business such as product, value creation, costs, competition, business environment etc will be discussed. An analysis of the market structure define the position of the company and the study of the economy tell us how the company is affected and the best strategy for the chosen company for the next four years will be outlined. 4. OVERVIEW OF BUSINESS: PRODUCT, MARKETS, VALUE CREATION 4. 1 About the Company: Ogilvy Mather is one of the largest marketing communication networks in the world, dealing with multinational and national brands in a number of regions. It is a subsidiary of the WPP group and has numerous offices all around the world; however in this project the main focus is on the Ogilvy Mather (O M) Indian branch. O M was the first advertising agency India, having been in the business for the past 80 years it provides the core service of building and nurturing enduring brands (â€Å"Ogilvy†, n. . ). 4. 2 The Main Product: Ogilvy Mather started as an advertising agency providing the basic services of advertising but today the services provided by the company include Advertising, Direct Marketing, Public Relations and Activation. Ogilvy Activation Includes services in the so called non-traditional area of advertising. As of 2004 advertising by the company recorded around 70% of the revenue i n India (â€Å"Ogilvy Mather India Ltd†, n. d. ). 4. 3 How Does it Create Value: The company creates value in two ways: Reduction of transaction costs – When compared with other companies O M follows a strategy called the 360 Degree Branding approach. This approach covers all aspects marketing communications; it’s when all media contribute towards the campaign and the building of a brand. It provides all the key services the companies are looking thus saving the companies the trouble of having to approach different agencies for different services. This saves the clients through economies of coordination, reducing costs of searching for specific skills and services. Changing perceptions of perceived benefits – Ogilvy Mather is a brand name that has been around for more than half a century. Over the years it has helped build some of the most successful brands in India e. g. Asian Paints, Cadbury etc. Since the main function of the company is advertising its influences customer behaviour by changing perception. Having a client base which included companies like Hutch, Perfetti etc has positioned the company to be one of high repute, hence clients perceive benefits of higher value. 4. 4 Market Dimensions: The Indian advertising market has grown considerably over the years, the 13,200 crore (13. 2 billion) industry has grown from the initial slump in the beginning of the decade, it saw a 14. 1% growth over 2005 (â€Å"Ad Lib: On campaign trail† n. d. ), the industry saw a double digit growth over the next two years. In 2007 the Total electronic media revenue alone was 6100 crore (6. 1 billion) (â€Å"Budget 2007-2008†, n. d. ). Ogilvy Mather have a large market in India, however it enjoys a global presence as well. It offers creative and non creative services to the company worldwide. Some of its international projects include offshore design and packaging work, commercials for Perfetti’s products and creative work for international brands like Coca-Cola, Fanta, Sprite and Singer. 5. BUSINESS COSTS IN THE SHORT AND LONG RUN Brand building or advertising agencies like most other businesses, are multiple –product firms. †An Agency’s costs may depend on how their clients allocate their advertising budgets across media and there is considerable variation in media mix among agencies. †(Schmalensee, Silk Bojanek, 1983). Difference in media mix contributes to a great extent to how different agencies can lower their costs of production. The advertising and brand building industry is one which is labour intensive in nature. In such firms value creation is knowledge, skill and creativity intensive and is delivered by highly creative and skilled employees. As a marketing communications firm OM create value by building the non tangible aspect of the brand. Output and quality in such a firm depends on human creativity and ideas. It is the understanding of brand positioning by the human element that determines the quality and effectiveness of the product. Typically an advertising firm would incur costs such as television billings, costs incurred on business publications, point of purchase, newspapers, internet, direct mail farm publications etc. Changing the scale of business: Changing the scale of production in the short run would mean being able to change the variable factors of production. In the case of Ogilvy Mather changing the scale of production in the short run would mean being able to increase the duration of its contracts, bring in more skilled people like creative designers, copywriters etc. It would take the company a period of three to four months to change its scale of production in the short run. In the long run Ogilvy Mather are able to increase the number of contracts and open new segments e. g. Ogilvy One. In the long run the company enjoys a constant return to scale. Since it receives commission and fees directly in the same proportion as the number of contracts it undertakes the returns to scale is also in the same proportion. It would take the company more than a year to change its scale in the long run. 6. MARKET STRUCTURE: COMPETITORS REGULATORS To analyse the market structure in which the company operates we use Michel Porters five force model. Michael Porter’s â€Å"Five Forces† Analysis Model 6. 1 barriers to entry: †¢Investment – In a large industry like advertising where there are many big players who command more than 50% of the market share it becomes difficult for another company to enter, since a large investment will be required. †¢ Highly skilled and creative employees – In a business like advertising a highly skilled, intellectual and creative team of people is required. It is not only difficult to find and employee such a team of people but is also difficult to compensate them as employees of such high calibre are at the higher end of the pay scale. †¢Brand name and customer loyalty – OM have been in the advertising business for more than 70 years, they have created a power brand of high repute. They command high customer loyalty and provide an array of high quality services thus making it difficult for new entrants. †¢Network effect – The advertising industry is one in which there is a high level of business networking since most of the clients are other bigger companies. Competing players may have difficulties entering a market where a strong player like OM has already captured a significant user base. †¢Sunk costs – Sunk costs cannot be recovered if a firm decides to leave the market, they therefore increase the risk and deter entry. †¢Acquiring big companies: In an industry like advertising those companies stand to gain who get the so called bigger deals, i. e. agencies with big companies like Cadbury or Hutch as clients command a better position in the market, it is difficult for new companies to gain such clients. . 2 Rivals: competition among existing companies In India many companies exist in the advertising industry, however only a few big companies are able to provide the service on the scale and complexity which can be comparable with that of OM. India has a lot of Advertising agencies but only a few big companies contribute to the total revenue, Ogilvy Mather recorded the highest capital billings of 7425. 78 million while Saatchi Saatchi was the lowest at 937. 54 million (â€Å"top Indian advertising agencies†, n. d. ) 6. 3 Bargaining power of buyers Big companies like Cadbury, Coca-Cola, Asian Paints etc are clients or buyers of the services the advertising agencies provide. Since they are looking for top quality services and Brand building, costs are but a secondry issue to them. They have a good bargaining power. However the advertising agency like Ogilvy Mather have a brand name and a high reputation hence they also have a good posiiton where they can negociate 6. 4 Bargaining power of suppliers the suppliers would include all forms of media, cretive designers on contracts, technology suppliers, studio works etc. OM have a good bargaining power since they are one of the big player in the market. 6. 5 threat of substitute Ogilvy Mather offer high quality services but with other huge players like Lowe Lintas, McCann-Ericsson etc operating in the market there is always a threat to the company, when clients untertake mergers or acquisitions they may seek another agency to do their work e. g. OM were kept in the avcume when one of its big clients Hutch was in the process of being taken over by a bigger player Vodafone. 6. 6 Market Structure Ogilvy Mather will be considered as an Oligopoly. In spite of Advertising being a monopolistic competition in this case it is an Oligopoly, the reason being that its is a very large company and faces stiff competition from not more than 7-8 companies, it is these big companies that contribute to more than 75% of the industries revenue. 7. MACROECONOMIC ENVIRONMENT (1): THE BUSINESS CYCLE 7. 1The business cycle The Indian economy in currently in the upswing phase of the business cycle (â€Å"3 ‘I’s’ for 2008†, 2008) the three reasons cited for the Indian economy to e in the upswing phase are: †¢Investment – it has propelled the growth performance of the past four years, building on a solid foundation of consumption spending. â€Å"Gross fixed capital formation, a measure of the increase in productive capacity of the economy, crossed 30 per cent of GDP for the first time, after hovering in the high 20s for several quarters. † (â€Å"3 â⠂¬ËœI’s’ for 2008†, 2008) †¢The Corporate sector has seen growth in productivity and profitability under the combined impetus of consolidation and capacity expansion. A growth of country’s infrastructure also suggests that the economy is in an upswing, Mega power plant bids by the Tata Group and the Reliance Energy vouch for the same. Although the economy is in an upswing it is facing some short term fluctuations, as we can see in the diagram below than the real GDP has fallen in the 3rd Q of 2007-2008 as compared to the 1st Q, since the US economy has slowed down it appears to be a trickledown effect (â€Å"Can India cope with economic slowdown†, 2008). (â€Å"The Real Economy†, 2008) 7. 2Inflation In an economy all companies are affected by the business cycle, as the economy is in the upswing the country is faced with the challenge of high inflation, Inflation in India currently stands at 7. 4% (â€Å"Macroeconomic and Monetary Developments in 2007-08†, 2008). At present the decline in consumer spending is taking its toll on the fortunes of the advertising industry. Inflation has forced agencies to settle for abysmally low margins. Compared to last year, margins have shrunk over 60% this year (â€Å"Blame it on Inflation, Ad margins shrink 60%†, 2008 8. MACROECONOMIC ENVIRONMENT (2): MACRO POLICY, INTEREST RATES TAXATION The government of any country helps control the economy through it fiscal and monetary policies, the main areas of interest are the interest rates and the taxation. Interest rates and takes affect all business in the economy. 8. 1 Interest Rates According to reports by the Reserve Bank of India the prevailing interest rate is around 6%. The Federation of Indian Chambers for Commerce and Industry (FICCI) blamed the tight monetary policy of the government for the slowdown of industrial growth. The FICCI has suggested a downward revision of interest rates, this would help in the stimulation of demand and would ease the cost pressure on the manufacturing sector (â€Å"FICCI blames high interest rates for industrial slowdown†, 2008). When interest rates are hiked investment is reduced by big companies as a result of the trickledown affect other companies are affected. In the case of OM when its clients e. g. Lenovo reduces its investments it will slowdown and as a result it will squeeze its margins with OM. 8. 2 Taxation Some sectors in the economy seem to be under a greater tax burden than the other, e. . the telecom industry in India is facing various kinds of levies and tax (â€Å"Telecom Firms and Budget 2008-2009†, n. d. ), they in turn may cut costs and adjust their finances to shoulder this tax burden and in turn reduce their expenditure on advertising, in such a case companies like OM stand to lose. 9. INTERNATIONAL ENVIRONMENT: GLOBAL BUSINESS CONDITION S AND EXCHANGE RATES Ogilvy Mather India has expanded its boundaries and now have international clients as well, some of its foreign clients include Perfetti (Italy), Lenovo (China), Coke (US). Having foreign clients means involvement of the exchange rate. Currently the Indian Rupee is trading for 42. 77 US dollars. Ogilvy Mather do commercials as well as other creative work for these brands hence costs and payments are affected by the exchange rate. If the Indian rupee were to appreciate then it would be dearer for OM’s international clients. Trend of the Indian Rupee against the US Dollar 10. THE DRIVING FORCES 10. 1Internet Advertising – today the internet accounts for a large portion of the advertising budget, it is easily accessible and convenient. It has become a part of the media mix for all advertising agencies and can now be considered as one of the driving forces. 10. 2Globalisation – With companies going global they are trying to reach out to a larger and more diverse market, if the key message of the company and its USP is not carried to the public in a proper manner the brand could be affected. OM not only does advertising for such companies but also does brand building, public relations etc. More over is has to always reinvent is creative aspect to meet global standards. 0. 3Creative Team with international exposure – advertising, promotion, brand building etc cannot be effectively achieved without a creative team, creative designers, art directors etc all form part of this creative team. This intangible aspect of the business is called talent and creativity. 10. 4Clients and the general public – today customers and consumers rule the market, it’s all about what they want and what they think , studying consumer behaviour is important for any company. Advertisers always have to keep the attitude and sentiment of the public in mind when creating ads. 10. 5The state of the economy – the state of the economy is also major driving force since the income and expenditure of companies like OM depend on how much their clients are able and willing to spend on advertising and promotion. Companies make such budgeting decisions based on the state of the economy. 11. COMPETITIVE STRATEGY FOR THE NEXT 4 YEARS The country is currently in the upswing stage, the Advertising industry has come a long way where growth is concerned. It recorded a 22% growth over the previous year (â€Å"India to increase advertising expenses by 2010, Assocham, 2007), in the past 6-8 months advertising rates have risen from 30 to 40 percent (â€Å"Empires rise again on the news-stands of India†, 2008). Ogilvy Mather are among the top three advertising agencies in India and it is doing a lot to maintain its position. Ogilvy Mather have combined with GroupM to form an even bigger Out of Home Business, it is the largest outdoor planning and buying specialist group in India called Kinetic (â€Å"Ogilvy Mather consolidates outdoor business with Kinetic†, 2006). Ogilvy Mather Advertising has also taken upon its shoulders the task of building up the momentum for the much hyped about Indian Premier League (IPL) with a series of Ads (â€Å"The big branding game plays out on IPL pitches†, 2008). Since it appears that the company is still growing it should 1) focus on consolidation and opening of new branches there by trying to stay at the top position by reducing competition. ) Now that OM India has gained a foreign market it should try to increase the number of foreign clients and expand its markets overseas as well. This will increase its international exposure. 3) In the case of OM the city Bangalore in India has become the global hub for Lenovo, similarly the company should try and acquire big brands as clients and make the country the global hub for that particular brand. Since outsourcing has become the buzz word it could also open a branch that does creative work and designing for international companies there by acquiring more foreign clients. With increasing production and setting up of new companies in the economy there is always a market for brand promotion, advertising and marketing hence OM have a promising future, however it will continuously have to reinvent itself to suit customer needs and combat competition. 12. REFERENCES 1. Business Standards, (2008), 3 ‘i’s’ for 2008, (2008) Retrieved on May 7, 2008 from http://www. business-standard. com/common/news_article. php? leftnm=outlookbKeyFlag=BOautono=309286 2. 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