American Indian Movement History and Profile

The American Indian Movement (AIM) started in Minneapolis, Minn., in 1968 amid rising concerns about police brutality, racism, substandard housing and joblessness in Native communities, not to mention long-held concerns about treaties broken by the U.S. government. Founding members of the organization included George Mitchell, Dennis Banks, Eddie Benton Banai, and Clyde Bellecourt, who rallied the Native American community to discuss these concerns. Soon the AIM leadership found itself fighting for tribal sovereignty, restoration of Native lands, preservation of indigenous cultures, quality education and healthcare for Native peoples.​ â€Å"AIM is difficult to identify for some people,† the group states on its website. â€Å"It seems to stand for many things at once—the protection of treaty rights and the preservation of spirituality and culture. But what else? †¦At the 1971 AIM national conference, it was decided that translating policy to practice meant building organizations—schools and housing and employment services. In Minnesota, AIM’s birthplace, that is exactly what was done.† In its early days, AIM occupied abandoned property at a Minneapolis-area naval station to draw attention to the educational needs of Native youth. This led to the organization securing Indian education grants and establishing schools such as the Red School House and the Heart of the Earth Survival School that provided culturally relevant education to indigenous young people. AIM also led to the formation of spin-off groups such as Women of All Red Nations, created to address women’s rights, and the National Coalition on Racism in Sports and Media, created to address the use of Indian mascots by athletic teams. But AIM is most known for actions such as the Trail of Broken Treaties march, the occupations of Alcatraz and Wounded Knee and the Pine Ridge Shootout. Occupying Alcatraz Native American activists, including AIM members, made international headlines in 1969 when they occupied Alcatraz Island on Nov. 20 to demand justice for indigenous peoples. The occupation would last for more than 18 months, ending on June 11, 1971, when U.S. Marshals recovered it from the last 14 activists who remained there. A diverse group of American Indians—including college students, couples with children and Natives from both reservations and urban areas—participated in the occupation on the island where Native leaders from the Modoc and Hopi nations faced incarceration in the 1800s. Since that time, treatment of indigenous peoples had yet to improve because the federal government had consistently ignored treaties, according to the activists. By bringing attention to the injustices Native Americans suffered, the Alcatraz occupation led government officials to address their concerns. â€Å"Alcatraz was a big enough symbol that for the first time this century Indians were taken seriously,† the late historian Vine Deloria Jr. told Native Peoples Magazine in 1999. Trail of Broken Treaties March AIM members held a march in Washington D.C. and occupied the Bureau of Indian Affairs (BIA) in November 1972 to spotlight the concerns the American Indian community had about the federal government’s policies towards indigenous peoples. They presented a 20-point plan to President Richard Nixon about how the government could resolve their concerns, such as restoring treaties, allowing American Indian leaders to address Congress, restoring land to Native peoples, creating a new office of Federal Indian Relations and abolishing the BIA. The march thrust the American Indian Movement into the spotlight. Occupying Wounded Knee On February 27, 1973, AIM leader Russell Means, fellow activists, and Oglala Sioux members began an occupation of the town of Wounded Knee, S.D., to protest corruption in the tribal council, the U.S. government’s failure to honor treaties to Native peoples and strip mining on the reservation. The occupation lasted for 71 days. When the siege came to an end, two people had died and 12 had been injured. A Minnesota court dismissed charges against the activists who participated in the Wounded Knee occupation due to prosecutorial misconduct after an eight-month trial. Occupying Wounded Knee had symbolic overtones, as it was the site where U.S. soldiers killed an estimated 150 Lakota Sioux men, women, and children in 1890. In 1993 and 1998, AIM organized gatherings to commemorate the Wounded Knee occupation. Pine Ridge Shootout Revolutionary activity did not die down on the Pine Ridge Reservation after the Wounded Knee occupation. Oglala Sioux members continued to view its tribal leadership as corrupt and too willing to placate U.S. government agencies such as the BIA. Moreover, AIM members continued to have a strong presence on the reservation. In June 1975, AIM activists were implicated in the murders of two FBI agents. All were acquitted except for Leonard Peltier who was sentenced to life in prison. Since his conviction, there’s been a large public outcry that Peltier is innocent. He and activist Mumia Abu-Jamal are among the most high profile political prisoners in the U.S. Peltier’s case has been covered in documentaries, books, news articles and a music video by the band Rage Against the Machine. AIM Winds Down By the late 1970s, the American Indian Movement began to unravel due to internal conflicts, incarceration of leaders and efforts on the part of government agencies such as the FBI and CIA to infiltrate the group. The national leadership reportedly disbanded in 1978. Local chapters of the group remained active, however. AIM Today The American Indian Movement remains based in Minneapolis with several branches nationwide. The organization prides itself on fighting for the rights of Native peoples outlined in treaties and helping to preserve indigenous traditions and spiritual practices. The organization also has fought for the interests of aboriginal peoples in Canada, Latin America and worldwide. â€Å"At the heart of AIM is deep spirituality and a belief in the connectedness of all Indian people,† the group states on its website. AIM’s perseverance over the years has been trying. Attempts by the federal government to neutralize the group, transitions in leadership and infighting have taken a toll. But the organization states on its website: â€Å"No one, inside or outside the movement, has so far been able to destroy the will and strength of AIM’s solidarity. Men and women, adults and children are continuously urged to stay strong spiritually, and to always remember that the movement is greater than the accomplishments or faults of its leaders.†

Child s Reasoning And Problem Solving Development

When a baby is born, the baby’s brain contains billion of neurons that will grow into neural synapses. These neural synapses, in turn, turn into â€Å"skills† such as learning how to hold a bottle, how to write or draw, or how to ride a bicycle. These skills require hardwiring so that the skill can be learned and embedded in the brain. The phrase â€Å"use it or lose it† closely ties to a young child’s brain synapses that are not wired together through stimulation are lost throughout adolescence. A child’s brain is more susceptible to this loss than an adult because their brain is still raw. A child’s brain is like building a house—it needs to have a foundation and experiences and interactions to help build the structure. When a child is given love and language-enriched experiences, the child will be able to acquire language, reasoning, and planning skills, because the child’s brain synapses are wiring together. Improving Child’s Reasoning and Problem-Solving Development Child’s Reasoning According to the article, Fostering Children’s Reasoning and Problem Solving, Whittaker (2014) explains that young children are capable of developing reasoning and problem-solving skills. Their skills then support their later development and learning and early childhood educators can foster these developments. These skills are fundamental for lifelong development and without the proper education, children will lack understanding of reason and will not know how to cope with extreme or severeShow MoreRelatedPiaget s Theory Of Cognitive Development1100 Words   |  5 Pages Piaget s theory of cognitive development, that he developed in 1936, explains how a child constructs a mental model of the world (McLeod). 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Promotion Strategy Free Essays

string(85) " while others concentrate on the Lifetime Service Guarantee offered by Ford dealers\." Table of Contents Sr No. | Title| P No. | 1. We will write a custom essay sample on Promotion Strategy or any similar topic only for you Order Now | Introduction| 2-5| 2. | Promotional Mix| 5| 3. | Sales process| 7-8| 4. | Advertising| 9-13| 5. | Other Methods| 14-15| 6. | Public Relations| 15| 7. | References| 18| Introduction What is promotional strategy ? Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to non profit organizations as it is to a profit oriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, the desire for a general product category. For example, the Wisconsin Milk Marketing Board promotes natural cheese through advertisements without referring to any particular cheese maker. But most promotional strategies are aimed at creating selective demand, the desire for a particular product. Land O’ Lakes campaign—†The taste that stands above. Land O’ Lakes 4-Quart Cheese†Ã¢â‚¬â€is an example. The objectives of promotion, the components of the promotional mix—personal selling, advertising, sales promotion, and public relations are discussed, and finally, the factors that influence marketers’ decisions in selecting a promotional mix are explained. Objectives of Promotional Strategy Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product’s value. An organization can have multiple promotional objectives. The National Pork Producers Council has developed â€Å"The Other White Meat† promotional campaign primarily to position pork as a white meat rather than a red meat. Other goals of the campaign include increasing the sale of pork and informing consumers that pork is low in calories and cholesterol, high in nutrition, easy to prepare, and versatile. To illustrate the versatility of pork, one advertisement in the campaign features 21 different pork dishes and offers consumers a free booklet for those and other pork recipes. Providing Information In the early days of promotional campaigns, when there was often a short supply of many items, most advertisements were designed to inform the public of a product’s availability. Today, a major portion of advertising in the United States is still informational. A large section of the daily newspapers on Wednesdays and Thursdays consists of advertising that tells shoppers which products are featured by stores and at what price. Health insurance advertisements in Sunday newspaper supplements emphasize information about rising hospital costs. Industrial salespeople keep buyers aware of the latest technological advances in a particular field. Fashion retailers advertise to keep consumers abreast of current styles. Promotional campaigns designed to inform are often aimed at specific market segments. Warner Bros. Records, for example, created a compact disc advertisement targeted at the baby-boom generation. In explaining the purpose of the ad, a Warner executive said, â€Å"We believe that most boomers are unaware that our classic recordings of the 1950s, 1960s, and 1970s are on CD along with the current releases. The ad informs baby boomers that Warner releases not only contemporary recordings but also some of its best albums from previous years, including those by Fleetwood Mac, Van Morrison, and ZZ Top, on compact discs. Included in the ad is a list of classic recordings now available on compact discs. Differentiating the Product Marketers often develop a promotional strategy to differentiate their goods or services fro m those of competitors. To accomplish this, they attempt to occupy a â€Å"position† in the market that appeals to their target customers. Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. Positioning is often used for goods or services that are not leaders in their field. The advertisement for Murphy’s Oil Soap in Figure 13. 2 is part of a promotional campaign The Murphy-Phoenix Company uses to differentiate its household cleaner from its much larger competition. While market leader Mr. Clean and other large competitors such as Top Job are promoted as â€Å"tough on dirt† cleaners, Murphy’s Oil Soap is positioned as a gentle household cleaner. The positioning strategy is carried through in other ads in the campaign, in which caretakers of churches and opera houses emphasize the soap’s gentle cleaning attribute. Increasing Sales Increasing sales volume is the most common objective of a promotional strategy. Some strategies concentrate on primary demand, others on selective demand. Sometimes specific audiences are targeted. In an effort to build the sales volume of its bodywear, Danskin developed an advertising campaign targeted at women age 18 to 44. Advertisements in the $3 million campaign, helped boost the sales of Danskin’s adult garments by 30 percent in one year. The campaign theme—†All the World’s a Stage†Ã¢â‚¬â€communicates the message that Danskin garments can be purchased not only for exercise and dance but also as everyday apparel. Stabilizing Sales Sales stabilization is another goal of promotional strategy. Sales contests are often held during slack periods. Such contests offer prizes (such as vacation trips, color televisions, and scholarships) to sales personnel who meet certain goals. Sales promotion materials—calendars, pens, and the like—are sometimes distributed to stimulate sales during off-periods. Advertising is also often used to stabilize sales. Hotels are crowded on weekdays with business travelers, but these people go home on Friday. So many hotels promote â€Å"weekend packages† at lower rates to attract tourists and vacationers. A stable sales pattern allows the firm to improve financial, purchasing, and market planning; to even out the production cycle; and to reduce some management and production costs. The correct use of promotional strategy can be a valuable tool in accomplishing these objectives. Accentuating the Product’s Value Some promotional strategies are based on factors, such as warranty programs and repair services, that add to the product’s value. Many Ford Motor Company advertisements promote specific car and light truck models. Some ads, however, are designed to promote Ford’s 6-year, 60,000-mile powertrain warranty, while others concentrate on the Lifetime Service Guarantee offered by Ford dealers. You read "Promotion Strategy" in category "Papers" These promotions point out greater ownership utility to buyers, thus enhancing the product’s value. The Promotional Mix Firms use various elements to achieve their promotional objectives. Promotion consists of two components: personal selling and nonpersonal selling. Personal selling is a promotional presentation made on a person-to-person basis with a potential buyer. Nonpersonal selling consists of advertising, sales promotion, and public relations. The promotional mix is a combination of personal selling and nonpersonal selling. Marketers attempt to develop a promotional mix that effectively and efficiently communicates their message to target customers. Personal Selling For many companies, personal selling—a promotional presentation made on a person-to-person basis to a potential buyer—is the key to marketing ffectiveness. The promotional strategy of Merrill Lynch, a financial services firm, focuses on its 12,000-person sales force. Selling was the original method of promotion. Today, selling employs over 6 million Americans. The sales function of most companies is changing rapidly. In some cases, the change has been only cosmetic, such as when the t itle salesclerk is changed to account representative but the job function remains the same. Yet, many firms are making significant changes in their sales force. Sales duties have been expanded, and in some instances, the function itself has changed. The primary trend is toward increased professionalism on the part of sales personnel. Today’s sales people act as advisors to their customers, helping them utilize more efficiently the items they buy. Sales Tasks Sales tasks vary significantly from one company or situation to another, but it usually includes three basic tasks: order processing, creative selling, and missionary selling. Order Processing: The task of order processing involves the receipt and handling of an order. Needs are identified and pointed out to the customer, and the order is processed. The handling of orders is especially important in satisfying customer needs. The Willamette Industries advertisement points out that the firm’s salespeople take a customer-oriented approach to order processing. They check the quality of the products their retail customers receive, know their customers’ market, and ensure that products are available when customers need them. Route sales personnel for such consumer products as bread, milk, and soft drinks are examples of order processors. They check a store’s stock, report the inventory level to the store manager, and complete the sale. Most sales jobs have at least a minor order-processing function. It becomes the primary duty in cases where needs are readily identified and acknowledged by the customer. Creative Selling: Sales representatives for most industrial goods and some consumer goods are involved in creative selling, a persuasive type of promotional presentation. Creative selling is used when the benefits of a good or service are not readily apparent and its purchase is being based on a careful analysis of alternatives. In new-product selling, sales people need to be very creative if initial orders are to be secured. Missionary Selling: An indirect form of selling in which the representative markets the goodwill of a company or provides technical or operational assistance to the customer is called missionary selling. For example, many technically based organizations, such as IBM and Xerox, provide systems specialists who consult with their customers. These people are problem solvers and sometimes work on problems not directly involving their employer’s product. A person who sells a highly technical product may do 55 percent missionary selling, 40 percent creative selling, and 5 percent order processing. By contrast, the job of retail salespeople may be 70 percent order processing, 15 percent creative selling, and 15 classifying a particular sales job. The Sales Process Years ago, sales personnel memorized a sales talk provided by their employers. Such a canned sales presentation was intended to provide all the information the customer needed to make a purchase decision. The entire sales process was viewed as a situation in which the prospective customer was passive and ready to buy if the appropriate information could be identified and presented by the representative. Contemporary selling recognizes that the interaction between buyers and sellers usually rules out canned presentations in all but the simplest of sales situations. Today’s professional sales personnel typically follow a sequential pattern, but the actual presentation varies according to the circumstances. Figure 13. 5 shows that seven steps can be identified in the sales process: prospecting and qualifying, the approach, the presentation, the demonstration, handling objections, the closing, and the follow-up. Prospecting and Qualifying: In prospecting, salespeople identify potential customers. They may come from many sources, such as previous customers, friends, business associates, neighbors, other sales personnel, and other employees in the firm. A recent study indicated increased advertising in business publications results in more prospects for salespeople promoting industrial goods and services. In the qualifying process, potential customers are identified in terms of their financial ability and authority to buy. Those who lack the necessary financial resources or who are not in a position to make the purchase decision are given no further attention. The Approach: Salespeople should carefully prepare their approach to potential customers. All available information about prospects should be collected and analyzed. Sales representatives should remember that the initial impression they give prospects often affects the prospects’ future attitudes. The Presentation: The presentation is the stage at which the salesperson transmits the promotional message. The usual method is to describe the good’s or service’s major features, highlight its advantages, and cite examples of consumer satisfaction. The Demonstration: A demonstration allows the prospect to become involved in the presentation. Demonstrations reinforce the message communicated to the prospective buyer. In promoting some goods and services, the demonstration is a critical step in the sales process. Paper manufacturers, for example, produce elaborate booklets that their salespeople use to demonstrate different types of paper, paper finishes, and graphic techniques. The demonstration allows salespeople to show art directors, designers, printers, and other potential customers what different paper specimens look like when they are printed. Handling Objections: Many salespeople fear objections from the prospect because they view them as a rebuke. Actually, such objections should be welcomed, because they allow additional points in support of the sale and to answer questions the consumer has about the good or service to be presented by the sales representative. The Closing: The closing is the critical point in selling—the time at which the seller actually asks the prospect to buy the product. The seller should watch for signals that the prospect is ready to buy. For example, if a prospect starts discussing where the new equipment would fit in the plant system they are inspecting, it should give the sales agent a signal to attempt to close the sale. Effective closing techniques might be that the salesclerk can ask the prospect directly or propose alternative purchases. Or the salesperson may do something that implies the sale has been completed, such as walking toward a cash register. This forces the prospect to say no if they do not want to complete the sale. The Follow-Up: After-sale activities are very important in determining whether a customer will buy again later. After the prospect agrees to buy, the salesperson should complete the order processing quickly and efficiently and reassure the customer about the purchase decision. Later, the salesperson should check with the customer to determine whether the good or service is satisfactory. Many firms employ telemarketers to conduct post-sale activities. Telemarketing: is a personal selling approach conducted entirely by telephone. Telemarketers employed by the Apple Bank for Savings in New York make follow up calls to customers to measure their reaction to the bank’s services. Telemarketers also perform other functions in the sales process. At Apple Bank, they handle customer inquiries and help market the bank’s financial services. For example, telemarketers call customers when their certificates of deposit are about to mature and suggest other savings alternatives. Advertising For many firms, advertising is the most effective type of nonpersonal promotion. Advertising is a paid, non personal sales communication usually directed at a large number of potential buyers. Firms in the United States account for about half of worldwide advertising expenditures. U. S. marketers spend more than $100 billion each year, or about $420 for each man, woman, and child. The nation’s leading advertisers are Philip Morris; Procter Gamble; General Motors; Sears, Roebuck; and Ford Motor Company, each of which spends more than $1 billion on advertising annually. Advertising expenditures can vary considerably from industry to industry and company to company. In the nonresidential general building contracting industry, for instance, advertising spending amounts to only two-tenths of 1 percent of sales. At the other extreme is the retail mail-order house industry, which spends 14 percent of sales on advertising. Types of Advertising The two basic types of advertising are product and institutional. Product advertising involves the selling of a good or service. Advertisements for Nike Air shoes, Marriott hotels, and Packard Bell computers would be classified as product advertising. Institutional advertising: involves the promotion of a concept, idea, or philosophy, or the goodwill of an industry, company, organization, or government entity. For example, Texas promoted tourism with the theme: â€Å"Visit a country where the natives are friendly and the language barrier is easily overcome. Institutional advertising by profit-seeking firms is called corporate advertising. A form of institutional advertising that is growing in importance, advocacy advertising supports a specific viewpoint on a public issue. Its purpose is to influence public opinion and/or the legislative process. Advocacy advertising is used by many nonprofit organizations. For example, advertisements by the National Rifle Association support Americ ans’ constitutional right to keep and bear arms and speak out against the passage of gun-control laws. The Chemical Bank advertisement an example of a corporate advocacy advertisement. The ad expresses Chemical Bank’s viewpoint concerning a current law that prohibits commercial banks from competing in the securities underwriting market. Advocacy advertising is sometimes referred to as cause advertising. Advertising and the Product Life Cycle Product and institutional advertising can be subdivided by its purposes: to inform, persuade, or remind. Informative advertising, intended to build initial demand for a product, is used in the introductory phase of the product life cycle. When Johnson ; Johnson introduced its Acuvue disposable contact lens—the nation’s first disposable lens—it launched a massive advertising campaign directed at consumers and eye-care professionals to explain the health benefits of using the new product. Persuasive advertising attempts to improve the competitive status of a product, institution, or concept. It is used in the growth and maturity stages of the product life cycle. The Kinder-Care advertisement in Figure 13. 7 is an example of persuasive advertising. Since it was established in 1969, Kinder-Care used informational ads that promoted the centers’ hours and programs. But now that the company has grown to almost 1,400 centers and competitors such as La Petite Academy, Children’s World, and Gerber Children’s Center have entered the market, Kinder-Care has shifted to a persuasive advertising approach. The theme of the campaign—†The Joys of Kinder-Care†Ã¢â‚¬â€promotes the idea of trust, which the firm’s marketing research indicated was parents’ major child-care concern. One of the most popular approaches to persuasive product advertising is comparative advertising, which makes direct comparisons with competitive products. Numerous companies have used comparative advertising in recent years. The Pepsi Challenge is an example of comparative advertising. Pepsi-Cola ads have used blind taste tests in which a majority of consumers choose Pepsi over Coca- Cola. Although Coca-Cola still leads the soft-drink market, the Pepsi Challenge helped increase Pepsi sales considerably. Reminder-oriented advertising, used in the late-maturity and decline stages of the product life cycle, attempts to keep a product’s name in front of the consumer or to remind people of the importance of a concept or an institution. Soft drinks, beer, toothpaste, and cigarettes are products for which reminder-oriented advertising is used. The Association of Railroads used an advertisement that began: â€Å"Today’s railroads, America’s great untapped resource. † Even police cars in some areas of the United States carry reminder-oriented themes such as â€Å"We protect and serve. † E. D. Bullard Company designed the poster shown in Figure 13. 8 to remind workers of the importance of wearing hard hats. Advertising Media All marketers face the question of how to best allocate their advertising expenditures. Cost is an important consideration, but it is equally important to choose the media best suited for the job. All media have dvantages and disadvantages; these are discussed in the sections that follow. Newspapers: Newspapers, with 26 percent of total advertising volume, are the largest of the advertising media. 9 Because newspaper advertising can be tailored for individual communities, local advertising is common. Newspapers also reach nearly everyone in the community. Other advantages are t hat readers can refer back to them, and they can be coordinated with other advertising and merchandising efforts. In fact, advertising is considered the third most useful feature in newspapers, after national and local news. A disadvantage is the relatively short life span. Television: Television ranks second overall to newspapers with 22 percent of all advertising volume, but it is the leader in national advertising. Television advertising can be classified as network, national, local, and cable. Television has a significant impact on potential customers despite its high cost. Mass coverage, repetition, flexibility, and prestige are other advantages. The medium’s ability to reach huge audiences was demonstrated vividly by the 1989 Pepsi commercial featuring pop singer Micahael Jackson. The firm spent $5 million to beam the commercial to 250 million viewers in 40 nations, from Finland to the Philippines. The ad was pulled because of Michael Jackson’s image and legal problems. ) In addition to high cost, its disadvantages include the temporary nature of the message, some public distrust, and lack of selectivity in the ability to reach specific target market segments without considerable wasted coverage. Direct Mail: Direct mail is the third -leading advertising medium, with about 17 percent of total advertising expenditures. Its advantages include selectivity, intense coverage, speed, flexibility, complete information, and personalization. On the other hand, direct mail is extremely costly. It is also dependent on effective mailing lists, and it sometimes meets with consumer resistance. Radio: With 99 percent of all U. S. households owning on average five radio sets, radio is another important broadcast advertising medium. Radio, which accounts for 7 percent of total advertising volume, can be classified as network, spot, and local advertising. Advantages of radio are immediacy, low cost, targeted audience selection, flexibility, and mobility. Disadvantages include the short life span of a radio message and a highly fragmented audience. Magazines: Magazines account for about 5 percent of advertising volume. Modern Maturity, with almost 20 million subscribers, is the nation’s largest magazine in terms of paid subscriptions. It is followed by Reader’s Digest and TV Guide, each with about 17 million subscribers. Advantages of magazines include selectivity, quality reproduction, long life, and prestige. The main disadvantage of magazines is that they lack the flexibility of newspapers and broadcast media, but the appearance of local advertising in various regional editions of national news magazines suggests that this problem is being overcome. Outdoor Advertising: One percent of total advertising expenditures are on outdoor advertising such as billboards. Its strength is in communicating simple ideas quickly. Other advantages are repetition and the ability to promote goods and services available for sale nearby. However, the message must be brief, and there are aesthetic considerations. Other Media Options: Other media include advertising in movie theaters and on airline movie screens. Recently, several firms such as Coca Cola, PepsiCo, Chrysler, and Hershey placed ads on videocassette movies. Many firms display their advertising message on trucks, while others use transit advertising. An advertising vehicle gaining in popularity is the hot-air balloon, used by organizations such as Maxwell House, Coors, Eastman Kodak, and the states of Maryland and Connecticut. These alternative media can be employed separately or in conjunction with advertising campaigns using more traditional media. Can you name the candy the space creature picked up in the film â€Å"E. T. â€Å"? Reeses Candy company’s sales of Reeses Pieces went through the profit ceiling for this exposure. As such, many other companies now pay thousands of dollars for this type of theatrical exposure and advertising. Sales Promotion Sales promotion consists of the forms of promotion other than advertising, personal selling, and public relations that increase sales through one-time selling efforts. Sales promotion was traditionally viewed as a supplement to a firm’s sales or advertising efforts, but now it has become an integral part of the promotional mix. Expenditures for sales promotion total more than $100 billion each year. Point-of-Purchase Advertising (POP) Point-of-purchase advertising (POP) consists of displays and demonstrations promoting an item at a time and place near the location of the actual purchase decision, such as in a retail store. Video advertising on supermarket shopping carts is an example. POP can be very effective in continuing a theme developed by some other aspect of the firm’s promotional strategy. Specialty Advertising Specialty advertising is the giving away of useful merchandise such as pens, calendars, T-shirts, glassware, and pocket calculators that are imprinted with the donor’s name, logo, or message. Because the items are useful and are often personalized with the recipient’s name, they tend to be kept and used by the targeted audience, giving the advertiser repeated exposure. Originally designed to identify and create goodwill for advertisers, specialty advertising is now used to generate sales leads and develop traffic for stores and trade show exhibitors. Trade Shows A trade show is often used to promote goods or services to resellers in the distribution channel. Retailers and wholesalers attend trade conventions and shows where manufacturers exhibit their lines. Such shows are very important n the toy, furniture, and fashion industries. They have also been used to promote the products of one nation to buyers from another. L. A. Gear used a trade show extravaganza to let retailers know about its diversified product line. The company, which originally produced a line of teenage fashion athletic footwear, expanded its offerings to include 80 women’s shoe styles, a men’s and a children’s line, and an apparel collection. But most retailers carry a limited number of L. A. Gear styles compared to those of nationally recognized brand names such as Nike and Reebok. To build its brand recognition among retailers, L. A. Gear designed a trade show display replicating the city of Los Angeles, complete with a Beverly Hills Hotel and a 25-foot City Hall. The display includes a stage where dancers, gymnasts, and other performers entertained retailers attending the National Shoe Fair in New York and the Super Show, the trade show of the sporting goods industry. Don Wasley, L. A. Gear’s vice-president of promotion, said, â€Å"When we created this trade show booth, it was to let the retailers know we’d arrived. We wanted them to take us seriously. Other Sales Promotion Methods Other sales promotion techniques include samples, coupons, premiums, contests, and trading stamps. Most of these methods are used to introduce new products or encourage consumers to try a new brand. A sample is a free gift of a product distributed by mail, door to door, in a demonstration, or inside packages containing other products. Samples are particularly useful in promoting new products. PepsiCo used a novel sampling promotion to boost the market share of Pepsi Cola in Brazil. Young male students wearing T-shirts with the Pepsi logo dispensed Pepsi samples from refrigerated backpacks to beachgoers sunning themselves on the beaches of Rio de Janeiro. The promotion supported PepsiCo’s â€Å"Taste of a new generation† advertising campaign in Brazil, where 50 percent of the population is younger than 20. A coupon is an advertising clipping or package inclusion stamps are similar to premiums in that they are redeemable for additional merchandise. Historically, they have been used to build loyalty to a certain retailer or supplier. Contests, sweepstakes, and games offer cash or merchandise redeemable by the customer. Offering what amounts to a small price discount, it can help get a customer to try a new or different product. Many retailers, including southern supermarket giant Winn Dixie, double the face value of manufacturers’ coupons. In a recent survey comparing various methods of consumer promotion, 83 percent of respondents said coupons increased the value of their shopping dollar. The respondents gave sweepstakes and other sales promotion techniques much lower ratings. A premium is an item given free or at a reduced cost with the purchase of another product. Premiums are most effective when they relate in some way to the purchased item. To promote its new cinnamon-and-raisin biscuits and increase overall breakfast traffic, Hardee’s fast-food restaurants offered the premium of a California Raisin figurine for 99 cents with the purchase of two biscuits. Sales during the four-week promotion increased 18 percent, well above Hardee’s goal of increasing sales 4. 5 percent. McDonals and Burger King promote theatrical releases through their â€Å"Kids Meals. † Trading as prizes to participating winners. The transit poster advertises an American Natural Beverage Corporation sweepstakes in which the grand prize is a 1957 Thunderbird Classic. The first person to spell â€Å"Cruisin†Ã¢â‚¬Ëœ by collecting specially marked bottle caps from Soho Natural Soda wins the car. Public Relations Public relations is an organization’s communications with its various publics, such as customers, vendors, news media, employees, stockholders, government, and the general public. Many of these communication efforts have a marketing purpose. Johnson ; Johnson Health Care Company launched a five-year public relations campaign to educate the public on reducing childhood injuries. The Safe Kids program includes a free safety kit for children that contains Band-Aids and other J;J products. The firm hopes the goodwill generated by the program will not only enhance its image as a caring and concerned company but also translate into more sales. â€Å"Building our image builds our business,† said a J;J executive. 14 Public relations is often used to supplement advertising and personal selling efforts. In some cases, however, public relations is used as a dominant element in a firm’s promotional campaign. For example, in ddition to advertising, Paramount Pictures developed a public relations program to promote the Eddie Murphy movie â€Å"Coming to America. † The program was designed to change Murphy’s image and broaden his appeal beyond his hard-core, young male fans. In the movie, Murphy plays a romantic and humorous leading man, a departure from his familiar tough-guy role in previous films such as â€Å"Beverly Hills Cop† and à ¢â‚¬Å"Trading Places. † To stress the versatility of Murphy’s talent, Paramount prepared publicity releases for newspapers and magazines and sent electronic press kits to television stations. These efforts resulted in extensive media coverage for the movie. For example, several magazines featured Murphy in cover stories, and radio stations gave the movie’s soundtrack additional playing time. Selecting a Promotional Mix Selecting the appropriate promotional mix is one of the toughest tasks confronting marketers, but there are some general guidelines to assist in determining the relative allocations of promotional efforts and expenditures among personal selling, advertising, sales promotion, and public relations. These guidelines might be stated as a series of four rules. The first guideline is the decision whether to spend promotional monies on advertising or personal selling. Once this decision is made, the marketer needs to determine the level of sales promotion and public relations efforts. A second consideration is the market served by the good or service. For instance, a drill press is sold to the industrial market, so the manufacturer’s strategy must emphasize the sales force. By contrast, California Raisins are sold to consumers; an effective advertising campaign is important to consumer products like raisins. The third rule deals with the value of the product. Most companies cannot afford to emphasize personal selling in marketing a low-priced item and instead choose advertising for the promotional strategy of goods like toothpaste, cosmetics, soft drinks, and candy. Higher-priced items in both industrial and consumer markets rely more on personal selling. Examples include time-share vacation condominiums and Boeing aircraft. Finally, the marketer needs to consider the time frame involved. Advertising is usually used to precondition a person for a sales resentation. An effective and consistent advertising theme may favorably influence individuals when they are approached by a salesclerk in a store. But except for self-service situations, a salesperson is typically involved in completing the actual transaction. Advertising is often used again after the sale to assure consumers of the correctness of their selection and to precondition them for repeat purchases. Alternative Promotional Strat egies The selection of a promotional mix is directly related to the promotional strategy the firm will employ. The marketer has two alternative strategies available to meet these goals: pushing strategy or pulling strategy. A pushing strategy is a sales-oriented approach. The product, product line, or service is marketed to wholesalers and retailers in the marketing channels. Sales personnel explain to them why they should carry this particular item or service. The marketing intermediaries are usually offered special discounts, promotional materials, and cooperative advertising allowances. In the last case, the manufacturer shares the cost of local advertising of the product or line. All these strategies are designed to motivate wholesalers and retailers to â€Å"push† the product or service to their customers. The kiwifruit advertisement is an example of a pushing strategy. In it, the New Zealand Kiwifruit Authority suggests ways retailers can merchandise the fruit so consumers will buy it. A pulling strategy attempts to generate consumer demand for the product, product line, or service, primarily through advertising and sales promotion appeals. Most advertising is aimed at the ultimate consumer, who then asks the retailer for the product or service; the retailer in turn requests the item or service from the supplier. The marketer hopes that strong consumer demand will â€Å"pull† the product or service through the marketing channel by forcing marketing intermediaries to carry it. The General Foods advertisement for Maxwell House coffee in illustrates a pulling strategy. The ad announced a sales promotion that tied in with the Taste of Chicago outdoor food festival. Consumers who brought two empty coffee cans to the Maxwell House cafe at the festival received $6 worth of free food tickets. The consumer pull influenced Chicago-area retailers to prominently feature the brand at their stores. With consumers edeeming about 49,000 empty cans, the promotion was so successful it produced record sales and moved the Maxwell House brand from third place to first in the Chicago market. Most marketing situations require the use of both strategies, although the emphasis can vary. Consumer products are often heavily dependent on a pulling strategy, while most industrial products are sold through a pushin g strategy. References 1. Colton. M. Jo Ann (2000). The Entrepreneur’s Guide to Business Basics 101; Advanced Marketing Technologie 2. http://www. smallbusiness. wa. gov. au/marketing-promotion-strategy/#selling How to cite Promotion Strategy, Papers

Android vs IOS free essay sample

Introduction A mobile operating system is the system used to operate a smartphone, tablet, PDA or other digital mobile devices. With over 243million iPhone’s been sold to date (segall, 2012) and over 500million android phones (Knight, 2012) it is fair to say that both IOS (Apple’s mobile platform) and Android (Google’s mobile platform) are the two most popular/common operating systems currently on the market. The high demand for these two systems makes them number one and two in the Smartphone market share (Velazco, 2012). With both systems being so similar and having so much to offer it is hard to decided which one can be given the title as ‘best operating system’. Both have advantages and disadvantages. Some features are effective for some but not all. With both systems offering similar features, there are often accusations that Android is in fact a stolen product and the reason the two are so similar is because the Android idea stemmed from Apple’s IOS (Lynley, 2011). These accusations have been proved to be just that, ‘accusations’. As according to public reports and surveys, many of the android features are said to run more smoothly and effectively than IOS. IOS IOS was released in 2007 as a mobile operating system for the iPhone and iPod touch (Bohn, 2011). With new generations of the system, IOS is now able to support all Apple hardware. Unlike other mobile operating systems, IOS is blocked and unable to be used on non- Apple hardware (apple, 2012). With the launch of the new generation IOS 6 in 2012 more features were added to the already impeccable list. As well as the basics of telephone calls, Mail, camera and web browser. IOS offers media player, YouTube, facetime, maps, Siri, and Appworld, just to name a few (apple, 2012). The user interface is based on the concept of direct manipulation, using multi touch gestures (insight, 2012). Users take control of the system using a mix of hand movements such as sliding, tapping, pinching and the reverse pinch. Some applications even respond by a simple shake to the system. IOS allows the switch from Portrait to Landscape to be done in one simple rotation. Simply rotate the iPhone, ipad or iPod in the direction of your choice and the contents of the screen follows. An app (application) is a computer programme. Apps allow the device to do almost anything within technical reach (BBC, 2012). IOS allows general members of the public to create and add apps to the store, meaning that today there are over 500,000 available apps in Apple’s built in appstore and more than 25billion apps have been downloaded worldwide. Functions and Features Siri Siri is a popular app owned by IOS. It almost works as a personal assistant, allowing the user to make voice commands. Siri can be asked to do things by talking normally. It can be told to make voice calls, schedule meetings send messages and even more technical things such as inform of weather and time (apple, 2012). Multitasking Multitasking is a function used to access more than one app at the same time. For example using the media app audio can still run in the background whilst moving onto another app. This multitasking feature was only introduced in the 3rd generation of IOS after users were finding unethical methods known as â€Å"jailbreak† to unofficially multitask (Whitham, 2012). Do not disturb The do not disturb feature provided by IOS puts a stop to any notifications or calls when you do not want to be disturbed. When you decide to deactivate the don not disturb setting it makes you aware of all the notifications or calls which were missed (Klosowski, 2012). Face time Face time allows video calling between Apple users using Wi-Fi or cellular data services (apple, 2012). Android Android mobile operating system was introduced commercially in 2008 (Mag, 2012). Android is designed for touch screen devices such as smartphones and tablets and is a development made by Google in conjunction with Open Handset Alliance (android, 2012). Google released android as an open source meaning that it can be used by many different manufacturers. Samsung, HTC and Asus are some of the users of Android (Anon., 2012), using the platform to develop their on-going range of smartphones and tablets. Samsung has recently introduced the galaxy s3 using androids most up to date system known as jellybean. Other users of jellybean (android 4.2) come from HTC’s newest smartphone HTC one and also Samsung’s tablet known as the galaxy note. Before the updated version of androids 4.2 jellybean, we saw android icecream sandwich, Honeycomb, Gingerbread, Froyo, Éclair, Donut, Cupcake and Beta (android, 2012). With each new release android has offered something bigger than the la st, it is now â€Å"faster, smoother and more responsive† than ever (developer, 2012). Major features on the new version of jellybean consist of multiple users, expandable notifications, beam photos, widgets, Google now and gesture type smart keyboard. A widget is one mini app on the desktop which once opened contains several other apps. Android widgets come in all different shapes, sizes and ranges. To date there are over 700,000 apps available on android (Hildenbrand, 2012). Functions and Features Multiple users The multiple user function allows more than one user to use the device, but keeps individual user information, setting and content separate like a PC desktop. Currently this feature is only available on android tablets (Ohear, 2012). Google Now ‘Google now’ works as a computerised assistant. It uses Google now cards which provide information such as journey times to work including any traffic, popular nearby places, your favourite team’s score and many much more useful information (Anon., 2012). Offline voice dictation This is a form of voice typing with an advantage of working even whilst offline (Lawler, 2012). Android Beam Beam allows the easy transfers from android to android. By simply touching two android smartphones or tablets together images, videos, music, webpages and many more can be transferred (mobileunlimited, 2012). Market Share command Tablets and smartphones are increasing more and more in popularity. IOS and android are the two biggest competitors in this market (Kirk, 2012). With the growing generations of iPhone’s, ipads and iPods alongside the ever changing versions of Samsung, HTC and Asus smartphones and tablets there is no surprise that the consumer figures have been on the rise since 2011. In 2011 there was a 57.7% increase in the sales of smartphones than 2010, bringing the total to approximately 472million units sold worldwide (Gartner, 2011). Android dominated the smartphone market share in 2011 with 52.5% compared to IOS 15% (Islam, 2011). Although worldwide IOS’s figures are low, when you look at some of the individual countries figures on a whole the percentage is a lot higher. For example in 2011 the market share for IOS in the US was 36% (8.3million out of the overall 23million). While the US android share was 58%. In 2011 (Arthur, 2012). In 2012 there has not been too great of a shift in figures for IOS and android in the smartphone market. So far worldwide 75% of the market share is owned by android and just 14.9% owned by Apple. The last 10% is owned by falling platforms such as Blackberry’s RIM (Yarow, 2012). Not included in these figures is the percentage for the tablets owned by the platforms. By the 3rd quarter of 2012 Apple had sold approximately 14 million ipads giving them a total market share value of 56.7%. Google owned tablets were close behind with 41% (Fingas, 2012). Analysis of IOS and Android It is fair to say that there are many similarities between the IOS platform and Android platform. But the few differences that stand are enough to make consumers choose between the two. When the Android powered Galaxy Nexus was compared to Apple’s IPhone 5 there were quite a few noticeable differences. One minor difference that left Android at a slight advantage over IOS was the way notifications were handled. The notification process was a lot more user friendly on the Nexus as users were able to pick and choose which notifications they would like to clear from the list and which they would like to save till later. On the iPhone it was pretty much only keep them all or clear them all as an option (pocketnowvideo, 2012). Another feature that worked to android’s advantage when these two smartphones were compared to each other was the ‘play store’. Google’s playstore is the equivalent to Apples appstore. However Google’s play store gives the option of downloading apps, music, books and movies all in the same place whereas with apples appstore each of these are placed within different apps meaning the user has to go in and out of the app required (pocketnowvideo, 2012). Also as part of Google’s playstore search process, if you enter a search that comes up with plenty of options the user is able to scroll through many of the options at the same time unlike the appstore where if a search comes up with many options the user has to scroll through each option one by one until they come across the one of choice. Overall when it came down to Google’s playstore and apples appstore, playstore was a lot faster and easier to navigate (pocketnowvideo, 2012). The web browsing experience was very positive when tested on these two platforms IOS was at a slight advantage when it came to speed in loading the web browser; however the scroll mechanism was a lot more efficient and steady on the android. Android’s ‘Google now’ was tested against IOS ‘Siri’ (pocketnowvideo, 2012). Both features had minor step backs whether it is speed or voice recognition but overall Google now was more consistent. More discoveries where made when apples latest tablet the ipad mini was compared to android powered Nexus 7 tablet. Both tablets are the smallest in size for android and IOS with the Nexus being 7 inches and the ipad mini slightly wider at 7.9inches. The first advantage goes to the Nexus for compatibility (pocketnowvideo, 2012). The small size means that the user is not only able to carry it in a bag or  briefcase, but it is actually small enough to fit in most pockets. Testing the web browser performance on both these tablets, the ipad came out on top. The scroll and pinch gesture was recognised more easily on the ipad and overall it was slightly quicker. Voice recognition and performance was once again tested using ‘Google now’ and ‘Siri’. Overall android came out on top with Google now being a lot faster and informative. Application Developers An application developer is the person responsible for taking a basic concept or idea through the process of becoming an app. There are several different approaches to application development but the main concept is to identify, create and define the application requirements (Anon., 2012). Consideration needs to be made to data structure and solutions to any application problems need to be solved. Customer requirements are also a major part in developing applications. With there being so many apps available already, market research needs to be carried out to make sure any new apps will be beneficial. IOS developers As IOS is a closed Operating system, the only way in which to develop apps for Apple is to use the software development kit (SDK) and Xcode. Everything needed to develop apps for iPhone, ipad and iPods is provided in Xcode. It includes features such as a source editor, graphical user interface editor and many more (apple, 2012). Conclusion Taking into account all the research findings and analysis within this report it is clear to see that there is a very fine line between the two mobile operating systems Android and IOS. Overall the IOS platform appears to be very consistent and steady but with it being a closed system it is fair to say that ideas to reinvent this platform and take it to the next level are slim. Android is on the rise matching IOS in everything it already provides and taking it even one step further to ensure that it comes out on top as the most popular platform. Consumers are excited to see what else is yet to come and whether the improvements and alterations that have already been seen within these operating systems can continue. With android opening its  system to allow tweaks and suggestions from big branded manufacturers, they could be in the running to keeping the title as best mobile operating system.