Controversial Advertising Coursework Example | Topics and Well Written Essays - 7500 words

Controversial Advertising - Coursework Example Since wary and cynical viewers are bombarded with an ever-increasing number of advertising messages, they immediately tend to put up their defences as they detect they are being sold something. Marketers must therefore rely on more subtle methods of communicating a message to their consumers. Stealth marketing attempts to catch people at their most vulnerable by identifying the weak spot in their defensive shields. Stealth marketing represents the latest in a long line of marketers' attempts to get their brands noticed in a crowded marketplace by flying below the consumers' radar. It is considered a viable alternative to conventional advertising because it is perceived as softer as and more personal than traditional advertising. Stealth-marketing attempts to present a new product or service by cleverly creating and spreading "buzz" in an obtuse or surreptitious manner. (1) Instead of aggressively shouting to everybody at the same time, stealth marketing tends to whisper occasionally to a few individuals. It loads a product or service with attractive features that make it "cool" or "in" and relies heavily on the power of word of mouth to encourage customers to feel they just "stumbled" upon the product or service them. The main objective of controversial advertising is to get the right people talking about the product or service without it appearing to be company-sponsored. ... (1) Instead of aggressively shouting to everybody at the same time, stealth marketing tends to whisper occasionally to a few individuals. It loads a product or service with attractive features that make it "cool" or "in" and relies heavily on the power of word of mouth to encourage customers to feel they just "stumbled" upon the product or service them. The main objective of controversial advertising is to get the right people talking about the product or service without it appearing to be company-sponsored. Essentially, it creates a positive word-of-mouth environment whereby selected consumers become spontaneous carriers of the message. Eventually, the message is diffused in concentric circles, from the trendsetters to mainstream consumers. The initial message can be conveyed in a variety of ways: physically (celebrities or trendsetters may be seen with the brand); verbally (people sneak the brand name in on-air or off-air conversations); virtually or virally (message is transmitted via internet chartrooms, newsgroups, or weblogs); or in any combination thereof. If consumers like the new product or service, they will be delighted to mention it to their friends and colleagues who probably know people just like themselves. By attempting to incorporate the product in the target audience's lifestyle, stealth marketing tends to present products and services by the softest sell of all. Brand managers looking to move beyond the traditional reliance on 30- second TV commercials should explore the feasibility of using controversial advertising techniques. While stealth marketing is an emerging phenomenon in the controversial advertising arena, it will become more

Business Systems Coursework Example | Topics and Well Written Essays - 8750 words

Business Systems - Coursework Example Design approach 17 Assumptions 18 Technical Development Environment 18 User Interface 20 Support issues 27 Cutover strategy 29 Training issues 32 Data conversion 33 Test Plan 35 Test cases 37 b.Integrity controls 38 User documentation/Help 39 Network design 39 Security issues 41 Project progress 43 Gantt chart 43 Brief discussion 44 Introduction Document Purpose The idea of this paper is to incarcerate the blueprint of the innovative system. Once approved by the key stakeholders, systems development will proceed in accordance with this design and the deliverable will be more than promised. Project Objective The objective of this project is to develop and implement a new computerized software product for Classic Hire Equipment Rental Company that would provide the following benefits: Provide highly revamped computerized systems for its 100 franchises Better interface with customers with the new system Reduced data duplication Better networking Better brand creation in the market Better use of resources Better use of information for customer tracking and growth Better payment facilities with respect to both customers and service providers Report generation for management purposes and tracking resources Finally to track the satisfaction level of the customers with ease for future betterment and prosperity. Non - Functional Requirements Project scope The proposed software application is designed to cater to the Classic Hire firm for its hiring equipments to customers. It starts with the very approach of a customer for service and handles all the resources including people in the process and ends with the return of equipment and final transaction with the customer. It can be termed as customer-to-customer service. It caters to customer request for...We will be pleased to discuss any issue concerning our analysis and design for your acceptance and successful implementation of the system at your end. It starts with the very approach of a customer for service and handles all the resources including people in the process and ends with the return of equipment and final transaction with the customer. It can be termed as customer-to-customer service. It caters to customer request for service, processing of the request, handling the equipment transfer process and finally transaction handling process. These are the broad categories of business functions of Classic Hire which the system envelopes in its road to creation and implementation. Description: The customer fills up this form once he is into the system and before he avails the services of Classic Hire. The rating of the customer is checked and he is then taken to the secured environment to get the equipment of his choice. The rating forms a very important part as this would guarantee whether the customer will be allowed to access the services of the company or not. Description: A form which shows the hire agreement detailing a single hire transaction for an individual customer. It has a section for the customer to sign agreeing to the conditions of the hire company policies.