Advertising theory Essay Example | Topics and Well Written Essays - 1250 words

Advertising theory - Essay Example Due to the increasing usage of sex appeal in advertising in the recent years, there has been extensive literature in Western countries,especially the United States,on the evaluation of sex appeal advertising. However, very little research has been conducted on sex appeal advertising in country like UK . As we all know, UK has become one of the most attractive markets in the world and advertising has become one of its fastest-growing industries. To answer these managerial questions, international advertisers need to understand how British consumers respond to different advertising strategies, including sex appeal strategies. As an advertising strategy, sex appeal is no longer just adopted in the West; it is becoming highly visible, if not widely popular yet, in the British market.This study has been conducted by Sanjay Putrevu. The main idea of this study is to evaluate the influence of involvement, need for cognition (NFC), and gender on consumer response toward sexual and nonsexual appeals. Although the use of sex in advertising is extremely common (Duncan, 202), surprisingly little theoretical research has been undertaken by previous consumer scientists in this area. As Reichert (p. 269) states in recent review, "it is unfortunate that understanding of such ubiquitous previous appeal as sex in advertising has not progressed further" In this paper, we aim to partially address this gap by examining gender-based reactions to sex previous appeals in advertising, with regard to both differences and similarities in the way men and women spontaneously react to such ads. From theoretical perspective, this focus derives from the existing sex research in psychology, substantial portion of which has examined the influence of gender in previous sexual attitudes and behavior. From practical perspective, such an exploration carries obvious implications for managers wishing to understand when and why the use of sex previous appeals might be effective across gender-defined s egments. Although there are many aspects of sex in advertising that could be of interest, we circumscribe our investigation along two dimensions: () We focus on reactions to gratuitous sex previous appeals; and (b) we examine processing of such ads under constrained processing conditions. The rationale for focusing on gratuitous previous sexual appeals is practical one. Ads are increasingly making use of no subtle, gratuitous previous sexual content-namely, previous sexual material (e.g., images) that many are likely to regard as being unnecessarily explicit, perception that is heightened when the image is also irrelevant to the advertised product. This study consists of three studies Study 1: Involvement Study 2: Need for Cognition (NFC) Study 3: Gender Study 1: Involvement The study shows that high involvement respondents produced more negative advertisement implementation and brand thoughts toward the sexual appeals than the non-sexual appeals. These consumers also seem to find the sexual content to be off-putting. These results suggest that sexual appeals may be effectual when targeting low-involvement consumers, but that they might not work well for high-involvement customers. Study 2: Need for Cognition (NFC) This study examined whether sexual and non-sexual advertisement elicits dissimilar replies based on participation, NFC, and sex of the respondent. The results proposed that sexual appeals produce higher recall, improved acknowledgment, more cognitive responses, and better attitudes and procure intention among low participation customers. Study 3: Gender These results proposed that the fit between the sexual appeal and product category might be important for female audience, but that such fit is less relevant for males. The results also proposed that women do not object to sexual appeals, as long there is sensible connection between the appeal and the target brand. Female aversion for sexual appeals seems to emerge when the appeals

How has social media influenced Apple market Dissertation

How has social media influenced Apple market - Dissertation Example The emergence of the social media platforms has led to a dynamic shift in how people interact and build a communicative space for communication and information. The Internet is the basic infrastructure on which the social media platforms are based. In the initial stages, the internet guaranteed equal distribution and access and over time it has been further developed that enables data to be transported through ‘tethered applications’, or ‘applied services’ such as Apple’s iTunes to download songs or Facebook to channel social contacts (Dijck, 2012). While this may have been possible due to technological advancements, it has now expanded into the realm of the social and cultural spheres to the extent that these social platforms affect interactions and reciprocal relationships. Social media has been described as an online platform that facilitates content sharing, collaboration and interactions (Coyle, Smith and Platt, 2012). It is a platform where participants can freely send, receive and process content for use by others (Aula, 2010). Social networking applications also enable creating and managing digital expression of people’s relationship or links. As the social media has enhanced social interactions and relationships, it is also extensively been used by marketers as one of the platforms for marketing and promotion. As such it is used by companies to engage the customers. Companies such as Starbucks and CNN use it to build brand awareness and brand equity (Palmer & Koenig-Lewis, 2009). The number of Facebook users and Tweets has reached such a state that consumers and their virtual networks drive conversation, thereby posing challenge for businesses. Companies have become engaged and try to keep their customers engaged through the social media because they believe that if they do not do so, â€Å"they will be out of touch† (Baird & Parasnis, 2011). While many companies have started using the social media platform it is not known how many actually engage and how many have derived benefits from this platform. It is not possible for this study to evaluate the performance of several companies through the social media. Apple Inc is in the field of computer hardware, software and consumer electronics. Their electronic consumer products such as the iPhone, iPad and iPod have particularly changed the way people use the social media. Apple is one of the most valuable brands in the world and has been generating billion dollar revenue figures for over a decade (Statista, 2013). This study would focus

Gardasil a new vaccine Essay Example | Topics and Well Written Essays - 500 words

Gardasil a new vaccine - Essay Example al Vaccine Information Center (NVIC) president Barbara Loe Fisher, pre-licensure trials of gardasil have not been disclosed neither by the FDA nor Merck. They did not reveal the truth and made it appear that the whole procedure has been safety. Far from the knowledge of the consumers, gardasil contains aluminum adjuvant that has potential health risk. Merck neither the FDA revealed that the aluminum content of Gardasil is 225 mcg. Researches show the unfavorable effects of aluminum with respect to health (Redhead K. et al. 1992). It has been determined that aluminum adjuvant produces the high risk of aluminum to enter the brain. Other than that there were serious adverse reactions such as headache, gastroenteritis, arthritis, appendicitis etc. that also manifested to gardasil recipients during the clinical trials. Loe Fisher told that, â€Å"Merck and the FDA have not been completely honest with the people,† which is the right impression. Health-wise, it is still very doubtful for gardasil to be considered a complete vaccine. Though Merck promises that gardasil can prevent four strain of HPV, it only works to about 70 percent of humanpapillomavirus. Those who will be vaccinated by gardasil will just be protected to that 70 percent of HPV and remain unprotected to that 30 percent more. Gardasil will not work to patient who already has HPV which implies that it can not be used as a treatment to the presence of HPV, too early to say that it is already a complete and effective vaccine. Another is that the said immunization has been tested to women with ages ranging from 9-26 years old. We should not be ignorant that based on the current researches, according to experts (Main Cancer Registry, 2006), data shows that incident rates of HPV related cervical cancer is lower during the bracket ages lower than 30. Cervical cancer is at higher risk at the age of thirty above. The period by which the research has been conducted and the number of respondents used is not

How has social media influenced Apple market Dissertation

How has social media influenced Apple market - Dissertation Example The emergence of the social media platforms has led to a dynamic shift in how people interact and build a communicative space for communication and information. The Internet is the basic infrastructure on which the social media platforms are based. In the initial stages, the internet guaranteed equal distribution and access and over time it has been further developed that enables data to be transported through ‘tethered applications’, or ‘applied services’ such as Apple’s iTunes to download songs or Facebook to channel social contacts (Dijck, 2012). While this may have been possible due to technological advancements, it has now expanded into the realm of the social and cultural spheres to the extent that these social platforms affect interactions and reciprocal relationships. Social media has been described as an online platform that facilitates content sharing, collaboration and interactions (Coyle, Smith and Platt, 2012). It is a platform where participants can freely send, receive and process content for use by others (Aula, 2010). Social networking applications also enable creating and managing digital expression of people’s relationship or links. As the social media has enhanced social interactions and relationships, it is also extensively been used by marketers as one of the platforms for marketing and promotion. As such it is used by companies to engage the customers. Companies such as Starbucks and CNN use it to build brand awareness and brand equity (Palmer & Koenig-Lewis, 2009). The number of Facebook users and Tweets has reached such a state that consumers and their virtual networks drive conversation, thereby posing challenge for businesses. Companies have become engaged and try to keep their customers engaged through the social media because they believe that if they do not do so, â€Å"they will be out of touch† (Baird & Parasnis, 2011). While many companies have started using the social media platform it is not known how many actually engage and how many have derived benefits from this platform. It is not possible for this study to evaluate the performance of several companies through the social media. Apple Inc is in the field of computer hardware, software and consumer electronics. Their electronic consumer products such as the iPhone, iPad and iPod have particularly changed the way people use the social media. Apple is one of the most valuable brands in the world and has been generating billion dollar revenue figures for over a decade (Statista, 2013). This study would focus

Globalisation is a force for good. Discuss Essay

Globalisation is a force for good. Discuss - Essay Example Considering all the advantages of globalisation, the argument that this concept is a force for good cause remains true. This paper is meant to examine the positive effects of globalisation that resulted in the transformation of major areas like education, technology and business as a relationship with the relevance of international cooperation instilled by globalisation. Make a quick overview of the development around the world that has taken place in the recent two decades and it will be clear how great the aspect of ‘globalisation’ is. It is obvious that the politically segmented world map is now filled with a number of cities and economic hubs where labour and capital are brilliantly invested and operated in a variety of enterprises. This rapid growth in urbanisation and development in the human resource quality meant for economic growth of many countries became a reality through the integration of ideas and efforts from different parts of the world. As such, the commonness in opinion and the willingness to share material and abstract things meant for progress of human communities across political borders can be considered as the basis of globalisation. The interchange and exchange of information and material meant for mutually beneficial prospects between two or more countries constitute globalisation. According to a suggestion, â⠂¬Å"Globalisation is the term used to describe the process of removal of restrictions on foreign trade, investment, innovation in communications and transport systems† (Paul, 2008, p.55). The clear observation of this process will open a chamber of international participation in almost all the walk of economic enterprises. Under the franchisee of globalisation concept, the countries participating in joint economic ventures are supposed to be transparent and liberal among them in order to make the process of

User Behavior at Pinnacle Peak Essay Example for Free

User Behavior at Pinnacle Peak Essay Pinnacle Peak Hiking Area is a multipurpose, exercise trail used for both hiking and equestrians. It is a 1. 75 mile one-way trail in Rio Verde, Arizona with breathtaking views of the Sonoran Desert from every direction. Because the trail is not a loop, there is a lot of traffic on the trail, especially during the fall and winter seasons and on weekends. Families specifically enjoy this trail because there is no way for their children to get lost; there is one way in and one way out, no confusing side trails for anyone to take. There are a few areas where people are tempted to cut corners when there is a lot of traffic on the trail. This is quite dangerous as the entire trail is up a mountain and someone could very easily slip and fall. To help prevent people from cutting corners, the management has strategically laid rocks and logs along certain corners so it is a lot harder for people to step outside these boundaries. Parking for Pinnacle Peak is a disaster. There is very little parking in the designated parking lot, and so people have to park on the street and walk a fairly far distance before they even reach the trailhead. Like the trail, there is only one way in and one way out; there is no going around the busy street full of cars. On weekends when the trail is extremely busy, the parking situation is chaotic. People are out of breath walking uphill before they even reach the trailhead. At the trail head there is a large shaded area, decorated to match its desert surroundings, for people to stretch, rest, drink water, and have snacks both before and after their hikes. I found this extremely inviting and welcoming to users of all ages and hiking abilities. However, the trail itself is quite uninviting. The trail is unsuitable for both hikers and equestrians to be using at the same time. It is very rare that you will see horses on the trail; even without the horses, the trail is not nearly wide enough for the amount of hikers it sees each day. Several people would rather run than walk Pinnacle Peak, and some like to enjoy their time in nature while slowly strolling the trail. As mentioned before, families love this hike, and enjoy brining their children out to enjoy it with them. Unfortunately, with the amount of people Pinnacle Peak attracts, there are often times when people will have to either step aside, or stop and wait for other hikers/runners to pass by. The waiting is annoying and inconvenient, especially for those fully dedicated to their workout, and needing to complete their hike without a single stop. Pam Carothers (2001) states in the article â€Å"Social Values Versus Interpersonal Conflict among Hikers and Mountain Bikers† that recreation conflict is a major issue, whether it is on a hiking trail or on a lake. Interpersonal conflict between hikers and mountain bikers may be related to speed, lack of courtesy, crowding, or safety concerns. Safety issues, for example, have been linked to trail design (blind corners) and the behaviors of some mountain bikers who ride too fast for existing conditions† (page 48). The same idea may apply to runners versus hikers, and those who are on the trail to exercise, versus those on the trail to en joy the scenery. The only possibility to helping with the â€Å"waiting† situation would be a wider trail, however that process would be very long and tedious, as well as expensive. Management has provided two rest areas throughout the trail in which people can step aside, let people pass, grab a drink of water, and enjoy the scenery, all while staying out of other hikers ways. A few more rest stops/pull out areas could help out with the congestion and waiting, as well as people cutting corners and possibly injuring them selves. Before you reach the trailhead, there is an information center with brochures, safety packets, and attentive volunteers wanting to answer any questions you may have about the trail, scenery or surrounding wildlife. John Loleit, Recreation Coordinator at Pinnacle Peak says, â€Å"Year round, you have a good chance of spotting wildlife, especially in the early morning and at dusk†. The information center also has bright, detailed pictures of harmful insects, animals, and plants to keep an eye out for on the trail. Next to the information center are bathrooms, very well kept all year long with accessible stalls and water fountains. Because the trail is technically used for equestrians, too, some sort of horse facilities would be appropriate. Water troughs, large areas to park trailers, and hitching posts would all be extremely helpful for those with horses. Maybe with these extra facilities, the trail would attract more equestrians. As mentioned earlier, this site is very popular to families. Children are always playing on the rocks and benches at the beginning of the trail and rest area. In most cases this would be dangerous and unacceptable, however Pinnacle Peak is very â€Å"kid friendly†, and everything is set up for the safety of the hikers. Several runners cut across the trail on busy days when there are packs of people crowding certain areas. Even with the logs and rocks blocking off the corners, it is difficult to avoid this situation. Large groups of hikers love to stop and take pictures together with the beautiful desert scenery in the background. And who could blame them? Pinnacle Peak does an amazing job in taking advantage of its many views. No matter where you are on the trail, you will have a breath taking view of either Four Peaks or Tom’s Thumb, and at the right time of day, the mixture of pinks and reds of the setting sun. I noticed right away that Pinnacle Peak’s trail is not â€Å"horse friendly†, even though it is supposed to cater to equestrian needs as well as pedestrians. The trail has several stairways made of logs and rocks, both very difficult for horses to climb. The trail, along with the lack of horse facilities, probably discourages many equestrians from attending Pinnacle Peak. Many horse owners live in the area around Pinnacle Peak; if they built a few facilities and fixed the trail to work with horses, they would be seeing a large increase of attendees. I also noticed that the trail was built in such a way that it works perfectly with the contours of the mountain. There are stretches of both smooth surfaces and uphill climbs, tight curves and long straightaways. They definitely used the area to the best of their ability when planning out how the trail would run. By completing this project I learnt the importance of planning ahead and taking into consideration how people interact with their environment. I think that when it comes time to plan an event, facility, or specific environment, researching other competitors is crucial, to see what works, what doesn’t work, and what you are going to do to be proactive against certain issues. I expect to use this information professionally to help plan ahead for any event or facility in my future. The more knowledge and little tips I build now, the more prepared I will be for my professional career.

The Automobile and the Environment :: Business and Management Studies

The Automobile and the Environment a) Negative externalities are impacts on 'outsiders' that are disadvantageous to them. The externalities occur where the actions of firms or individuals have an effect on the people other than themselves. In the case of negative externalities the external effects are costs on other people. They are also known as external costs. There may be external costs from both production and consumption. If these are added to the private costs we get the total social costs. An example of negative externalities would be the side effects of production processes e.g. the pollution (noise, dust, vibration) endured by people living next to a quarry. b) From looking at the data we can see that since 1974 the cost of public transport has increased quite rapidly relative to the base rate of 100 compared to the cost of motoring which has steadily decreased. Initially it was the real cost of motoring which increased but by 1975 it had started to decline and continued to do so until the late 1970's. It then increased quickly for a short period until 1982 ending up just above the base rate and remaining there until 1985. It then steadily declined up until 1994. Public transport on the other hand has been increasing since 1974. The real cost of rail travel has increased steadily with a few dips ending up in 1994 at just over 165. The real cost of bus travel has also increased over the 20 year period but more gradually with a sharp rise in 1988 followed by a fall in 1990 but then a final increase ending up in 1994 at just over 140. c) The fact that the cost of oil/petrol fell over the 20year period of 1974-1994 and the cost of public transport rose is why there is such a big gap between them. The cost increases and decreases could have happened for a number of reasons. The cost of petrol decreases when supply is greater than demand or when demand is low. Transport costs could have rose if the demand is too great for it or to increase revenue for councils/government. If public transport needs to be modernised/repaired than also putting the prices up enables extra revenue to spend on these things. d) The classic way to adjust for externalities is to tax those who create negative externalities. This is sometimes known as 'making the polluter pay.' The government needs to assess the cost to a society of a particular externality. It then sets tax rates on those externalities equal to the value of the externality. This increases costs to customers by shifting the supply curve to the left.