Case Study of a specific Advertising Campaign Essay

Case Study of a specific Advertising Campaign - Essay Example Following this, the company launched its ‘Happy to Help’ campaign, featuring the popular Hutch mascot (a Pug) and offering excellent customer service to its subscribers. This too was an effort in vain as people still connected the pug to the old brand, counteracting the company’s efforts to establish their presence in the country. This left Vodafone in a difficult situation where they needed to bring out their own mascot which would win over the hearts of the people while simultaneously communicating their USPs to their target audience. As explained by Harit Nagpal, the then Chief Marketing Officer of Vodafone India in an interview to afaqs (2009), Vodafone was acquiring customers at a very fast pace, but a large number of them were unaware of the value added services offered by their telecom service provider. Some of these services, like phone backup, had been available for over two years without being used much. Thus, the marketing team at the organisation felt a need to showcase their array of products and services, build an emotional bond with their customers and still be positioned as a market leader. It was this need that led to the creation of India’s most loved brand mascot in a decade. Conceptualizing the Campaign When in trouble, you turn to your best friend. If Vodafone India had a best friend, it was their multi award-winning ad agency Ogilvy and Mather, which was tasked with coming up with a new mascot and ad campaign to accomplish these goals. According to an interview with Rajiv Rao, Executive Creative Director, South Asia, Ogilvy India, the only brief given to the agency about the desired mascot was that the character had to be ‘simple to a stupefying level’ (afaqs 2009). After much experimentation, the agency came up with characters with humungous ellipsoid heads (with dots for eyes and the mouth) and disproportionately thin bodies clad in white. These ‘Zoozoos’ were simple living characters who spoke a language of their own (quite akin to the tongue of gibberish) and expressed emotions in a manner similar to the emoticons one came across on chat engines and forums. The idea behind using these characters was to portray slightly comical and endearing scenes featuring these Zoozoos where each scene or advertisement was used to portray one value added service to the customer. Each film was shot against a grey background, showing these characters interacting with each other with the product story weaved in. The Beginning of the Campaign Once they were done creating a mascot for an extremely ambitious purpose and shooting advertisements with extremely high expectations, the agency had the unenviable task of deciding when, where and how to launch this campaign. The company’s investment in the previous year’s ‘Indian Premier League’ cricket tournament had failed to make much of an impact on the target audience despite the series shattering the countr y’s television rating records for the past half decade. Therefore, it came as a surprise to most that the agency recommended investing an entire quarter’s advertising budget into the 47 day tournament and that the client complied (4Ps Business and Marketing, 2007). While the company took a huge risk choosing to invest in a venture that had already failed them in the recent past, they incorporated one significant change in their advertising strategy. The idea now was to

Discuss how authors critique gender roles in thire noveles Season of Essay

Discuss how authors critique gender roles in thire noveles Season of Migration and Beer in the snooker club - Essay Example Salih writes about characters from poorer parts of northern Sudan while Ghali writes about city people in Egypt. The main characters in both of these books are male. The men in the books also meet a number of women and from time to time there is discussion of gender relations in British society and in their homeland also. Contact with Western society, and with London in particular, makes the authors think about potential changes to local family and social relationships, and especially to gender roles. In the first novel it is quite difficult to work out what the author’s views on the topic of gender are, because the male narrator has quite a different perspective from the other main character, Mustafa Sa’eed. The village in which they meet is rather traditional which means that life runs on the basis of Islamic law. The narrator describes his family, with emphasis on his grandfather who is a good male role model for him. There are also a number of elderly males who make a lot of sexist jokes about women. One of these characters, Wad Rayyes, seems to represent the dominant view : ‘He had been much married and much divorced, taking no heed of anything in a woman except that she was a woman, taking them as they came, and if asked about it replying â€Å"A stallion isn’t finicky†.’ (Salih: 66) The narrator observes this behaviour and repeats the animal comparison when he says (Salih: 81) â€Å"Wad Rayyes, who charged women as he charged donkeys†. This kind of womanizing behavior is also displayed by Mustafa Sa’eed who goes after several different British women when he is in London. He actually marries Jean Morris and she compares him to â€Å"a savage bull that does not weary of the chase† (Salih: 33). The fact that Sa’eed kills Jean Morris and drives several of his lovers to suicide underlines the aggression that this character feels in his romantic relationships. At one point Sa’eed describes his bedroom in

SCHOLARLY VS POP MEDIA FOCUS ON SEXUALITY PAPER Assignment

SCHOLARLY VS POP MEDIA FOCUS ON SEXUALITY PAPER - Assignment Example Scholarly article on sexuality Goicolea, I., Torres, M., Edin, K. & Ohman, A. (2012). When Sex is Hardly About Mutual Pleasure: Dominant and Resistant Discourses on Sexuality and its Consequences for Young People's Sexual Health. International Journal of Sexual Health, 24(4): 303-317. The scholarly article visualizes sexuality as a gendered discourse. The authors indicate that the fact that sexuality takes a gendered perspective, both the men and women are affected differently in the long run (Goicolea et al., 2012). The study involved an inclusion of various groups in the society such young women, service providers, common and activist young men in Ecuador (Goicolea et al., 2012). These groups had varying responses touching on their sexuality especially in terms of satisfaction after the act. The authors used interviews to collect information as well as focus group discussions with the members involved (Goicolea et al., 2012). After collecting the relevant information, women argued that they were out to remain respectable individuals; the service providers were keen to assess the women’s sexuality, while the women felt threatened and less protected from the men (Goicolea et al., 2012). ... Women therefore develop a negative conception not only about sex, but also sexuality in general. The study allowed the researcher come up with conclusions between the independent and dependent variables. The researcher also used correlation research to examine the relationship between variables to explain their sexual relationship to the research participants to test the hypothesis. Additionally, the researcher attempted to provide in-depth information concerning the relationship between the variables. This was mainly used to reduce biasness in research conducted, and to enable generalization of the findings. Human sexuality can then be described as one that is multi-dimensional, and its understanding entails deliberating on different perspectives and ideas concerning sexuality. Popular media articles on human sexuality –a magazine Narins, E. (2013, September). The First Thing a Guy Notices About You. Women’s Health Magazine 1. Retrieved September 29, 2013. Sexuality in popular media is presented in different forms like the magazines, videos, films, and internet web sites. Mass media exposes children and adolescences to sexuality, which makes them likely to be exposed to sexuality. The magazine by Narins (2013) targets the women group in the society. The author is keen to quote that the women need to do a lot to get a man’s attention at first glance. With the use of a portrait, the magazine is quick to advise the women to keep their skin clear, have a nice smile, do their hair properly as well as check their weight (Narins, 2013). Additionally, the breasts of a woman matter, their height, sense of style, their butt and legs (Narins, 2013). This ensures that the women

Business Schools and Responsibility for Preventing Financial Crisis Essay

Business Schools and Responsibility for Preventing Financial Crisis - Essay Example are currently facing. But it has been argued by several observers that the business schools have failed to provide preventive measures for current global financial crises. These observers have argued that lack of relevance of these business schools, showing unethical behaviour of these business schools and creating negative impacts on the people and firms or business organisations are creating barriers for providing preventive measures in favour of prevention of current financial crises. Many observers have argued that managers after getting passed out from the best business schools do the same job in banking sectors or in the share markets which can be done by people having no background of studying in business schools (Canals, 2009, pp.42-43). These managers are adding nothing new in these sectors. Business schools bear a certain responsibility for (not preventing) the current financial crisis. Nature of current financial crises: Almost all the economies of the world are facing pro blems in regard to their economic growth process due to the prevalence of financial crises that these economies are facing mainly since 2006-07. ... These are resulting in further decline in global income and hence decline in people’s purchasing power. According to many researchers, including Noble laureate Paul Krugman, these global financial crises are results of poor and ineffective banking and financial system of the developed economies of the world like European economies and mainly American economy. According to Paul Krugman the banking and financial system of these economies has been largely dependent upon the free market forces. These banking and financial systems had no control over the funds or assets which are circulating in the global economy. They became more and more concerned about creating new funds and hence they have started to provide more and more loans to people and business organisations. But when one defaulter defaults to pay his loan, the entire system collapsed due to the fact that the structure of providing loans was dependent on multiple layers. When one lower level of layer collapsed, the entire structure first became unstable and then it collapsed. But the most notable impact has been realised when there occurred a significant reduction in Gross Domestic Product (GDP) in the major global economies of the world, mainly in the European countries. Between 2009 and 2010 rate of fall of GDP in the countries of the European Union has been estimated as 4%. This high rate of fall of GDP forces many countries of the European Union, such as Greece, Portugal, Italy and Spain, to take loans from International Monetary Fund (IMF) and World Bank. These nations are also forced by these international organisations to curb down their public spending on different goods and services, including production and consumption expenditures. In this context these countries cut down

Investment Strategy and Portfolio Management - 2 Essay

Investment Strategy and Portfolio Management - 2 - Essay Example The move towards conservatism is a reaction to the recent crisis, as more people worldwide felt that not enough regulation was exercised by the government to control risky instruments and markets. However, there is also a possibility that a more protectionist attitude may characterize the new administration, which may hamper economic growth. The more conservative economic policy may work either way; it could provide a more stable environment for business by eliminating risks, but at the same time it might limit business opportunities. Thus new directions must be carefully watched post-election. According to the Wall Street Journal report, this year’s treasury’s budget deficit forecast, at 12.6%, remains to be the highest in the nation’s history, while forecasts for 2011 to 2011 economic growth appear to optimistic. Tax receipts remain weak because of the poor earnings level in both the business and household sectors of the economy (Norman, 2010). However, the Office of National Statistics reported that the UK economy actually grew by 0.1% for the last quarter of 2009, the first following six quarters of economic contraction. It may not be conclusive that the recession is ended, but it does provide a hopeful sign which may be confirmed in the coming quarters (Angus Reid, 2010) According to Price (2010), the current high levels of US government debt is a cause for worry. The uncertainty in the possible outcome of the credit â€Å"tug-o-war† itself exerts pressure on the market to perform with greater volatility (erratic price movements). Price notes that the supply of gilts is moving upwards consistently, and together with it the UK’s credit fundamentals will continue to quickly deteriorate. What would be worse is the threatened debt downgrade from one of the ratings agencies. This could mean that the UK will be able to source additional debt only at higher interest

Federal Landham Law and California Trade Secret Essay

Federal Landham Law and California Trade Secret - Essay Example The Federal Lanham Law has been able to deal with critical societal issues and thus making it a relevant act. For instance, it helps to curb contravention of unregistered brand names, service marks, phony advertisements, product disparagement and trade dress. Most importantly, this act has turned to be the standard medium for assertions of violation of trade dress not that are not registered in the form of both products and services. As a result, the state courts are apparently formulating rules and tapering requirements so as to put frontiers on assertions of trade dress breach (Miller 83). This act clearly depicts criticisms as to what makes up trademark infringement, resultant court decisions. Though, brand names particularly those that involve the internet, there seem to be some sort of laxity. Principally the Lanham law has, civil and criminal requirements for desecrations of their particular provisions, it also offers civil remedies in the event of exclusive rights infringement (Belmas 67). Federal Lanham Law also verifies the civil remedies in cases where an action of intrusion has been brought forward by the ultimate owner. If the central government chooses to impeach organizations or individuals for any of the above violations, the detention terms are clearly set forth in the Lanham’s law and it explicitly describes the offense and also it discerns the criminal fine to be paid in cash. On the other hand, there have been continuous arguments about this law. The question of whether this law has really brought constructive development especially in the field of intellectual assets, is still leaving a lot of uncertainty. It does not seem to resolve the conflict of consumer confusion and unfair competition. It appears more as a gratuitous expansion of restricted rights, diminishing the store of existing designs and symbols that are essential for the sort of liberated competition that should be of benefit to the welfare of the consumer. Critics view t his act as a bad idea with the intention of hurting intellectual property. Nevertheless; others acclaim it as a suitable and very grand weapon in the endless fight against advertising and sales strategies that are a basis of consumer confusion and fraud. In conclusion, this is one of the preeminent acts that have ever been adopted as it entirely protects persons against the high rates of fraud (Belmas 122). California is among the states that have taken up this trade secret act. The California trade secret commonly known as (CUTSA) was agreed to with the aim of promoting, rewarding innovations and technological advancement and to sustain commercial ethics. The endorsement of CUTSA gave a platform of unitary descriptions of trade secret misuse. CUTSA, overtly states that it does not prevent assertions based upon violation of contract, unlawful remedies, or other allegations that do not have their basis on trade secret. Just like the other trade secret laws, this act primarily forbids misuse of trade secrets. In addition, this law also compels criminal penalties in cases where trade secrets are stolen. Misuse of these operational secrets comprises theft, corruption, falsification, infringement or enticement of a violation of an obligation to keep secrecy, or surveillance through electronic or any other means. However, independent derivation

Sports team Essay Example for Free

Sports team Essay The sale of sports related memorabilia has become one of the biggest retail industries. However, it has also become one of the hardest to manage and control, legally and creatively (World Intellectual Property Rights Organization [WIPRO] 2007b). This has become particularly apparent in Boston, home of one of the most popular sports team, the Boston Red Sox, despite significant efforts to control the production and distribution of goods bearing their logos and trademarks. Some argue that the proliferation and sale of these items are self-expression and that they have contributed significantly to the popularity of the team (Grimaldi, 2007). However, this compromises the value of authentic memorabilia, the ability or government to protect consumer rights and commercial laws and the intellectual property rights of the teams. The protection of these stakeholders requires that vendors have the proper license both from the government and sports teams, which in the case of the Boston Red Sox, through Major League Baseball (MLB) authorities. In doing so both parties will be able to monitor the merchandise being commercialized and collect the taxes and royalties due them respectively (Tozzi, 2003). In turn, buyers are ensured of the authenticity, quality and safety of the products they are purchasing with full backing of civil and criminal statutes. WIPRO (2007a) notes that that this will also help alleviate the price of sports memorabilia because the price of genuine products will not be beefed up in order to compensate for unauthorized products. At the same time, the unlicensed vendors compromise the rights of legal retailers who bear the burden of licensure fess, taxation and regulation (Grimaldi, 2007). The effect of the lack of proper vendor licensing in Boston is not limited to commercial regulation. It also impacts the protection of consumer and intellectual property rights. It provides neither the movement the means to monitor or control the proliferation of knock-offs and consumers or sports organizations the means to bring action against violators. Thus, it is important that vendors have the proper license to sell so that all parties, sports teams, consumers and vendors alike, can enjoy full benefits of the law and not compromise each others rights. References Grimaldi, Paul (2007). The business of baseball. Projo Online, October 27. Retrieved November 6, 2007, from http://www. projo. com/business/content/BZ_MLB_GEAR_10-27-07_KF7L00S_v20. 2551554. html Tozzi, John (2003). Red Sox and BRA agree on Yawkey Way. The Daily Free Press, January 22. Retrieved November 6, 2007, from http://media. www. dailyfreepress. com/media/storage/paper87/news/2003/01/22/News/Red-Sox. And. Bra. Agree. On. Yawkey. Way-349123. shtml World Intellectual Property Rights Organization (2007a). Enforcement Advisory Body Examines Criminal Enforcement of Intellectual Property Rights. WIPO Press Room, November 5. Retrieved November 6, 2007, from http://www. wipo. int/pressroom/en/articles/2007/article_0082. html World Intellectual Property Rights Organization (2007b). International Conference Underlines Role of IP in the Creative Industries. WIPO Press Room, October 31. Retrieved November 6, 2007, from http://www. wipo. int/pressroom/en/articles/2007/article_0080. html