What Is Art Essay - 1198 Words

Throughout the art community, there are many different forms and techniques classed as art. In the recent attack on the Queensland Art Gallery (QAG), many of the public hastily judged the abstract art exhibition by stating ‘Abstract art is not really art’. Some of the reluctant public continue to say ‘Abstract painters are sloppy, reckless, renegades with no regard for rules for formalities.’ It is in my opinion that abstract art is can be classed as art because it incorporates the basic concepts and techniques of art. Abstract art, on dictionary.com, can be defined as a trend in painting and sculpture in the twentieth century. Abstract art seeks to separate from traditional representation of physical objects. Abstract art explores the†¦show more content†¦Pollock’s artwork, which can only be described as abstract, requires feeling more than thought. As Pollock said, â€Å"It doesnt matter how the paint is put on, as long as something is sai d†. Involved in a car accident, Pollock died in August 11, 1956 at the young age of 44 years old. ‘Blue Poles: Number 11’ (appendix 1) is considered to be Pollock’s most important abstract painting. Currently owned by the National Gallery of Australia in Canberra, ‘Blue Poles’ is estimated to be worth a staggering AU $180 million. Original bought for $1.8 million, â€Å"Blue Poles† is now one of the most popular exhibits in the gallery. At the dimensions of 210 cm Ãâ€" 486.8 cm (83 in Ãâ€" 192 in), ‘Blue Poles’ is constructed by oil on canvas. Pollock mainly completes most of his artworks while the canvas was stretched out on the floor. On the floor I am more at ease, Pollock wrote in 1947, I feel nearer, more a part of the painting, since this way I can walk around it, work from the four sides and literally be in the painting. The canvas is Belgian linen with a commercially oil-primed ground. The earliest visible layer of paint is black, thinning at the edges to resemble a green. Pollock uses his footprints in the dark green and black of the first layer of paint. A footprint is visible in the top right corner of the canvas. Fragments of glass are embedded in layers of paintShow MoreRelatedLeo Tolstoy s What Is Art?992 Words   |  4 PagesLeo Tolstoy’s What is Art? (1896) is a written work about his ideas concerning the nature of art. Tolstoy’s book concerns how art can express ideas of how to act right and what it’s purpose is. According to Tolstoy art is the intentional communication of an emotion from the artist to the audience where the hope is that the audience feels the emotion felt by the artist. This definition of art varies from other philosophies. Tolstoy believes that this type of communication is inevitable, that it isRead MoreAnalysis Of The Other Hand 1418 Words   |  6 Pagesbeauty we perceive through art can change or support a pre-conceived idea. On the other hand, Elaine Scarry’s view resides in the fact that our view of beauty promotes the spirit of justice. Art is not so much the focus, rather beauty is the driving force of these two essays. There is an educational aspect to beauty that implies improvement within an individual or society and is promoted through both essays. Leo Tolstoy’s â€Å"What is Art† rejects any definition of art based on the conceptionRead MoreMy Own Definition Of Art1124 Words   |  5 Pagesnumerous forms of art over many decades and continue to analyze what art is and how the aesthetics of it affect viewers. Audiences have gathered to â€Å"ooh† and â€Å"ahh† at art galleries, musicals, play and ballet performances, and concerts. In fact people even travel long distances to view world-renowned tourist sites, such as the Sistine Chapel. There are billions of creations and events that are considered art whether that art is valued by a large audience or the artist alone. Either way, art has become aRead MoreThe majority of modern pornography is not art, and by using a selective definition of Leo Tolstoy’s1800 Words   |  8 Pagesmodern pornography is not art, and by using a selective definition of Leo Tolstoy’s version of art, and John Dewey’s theory of art as experience, we can determine that pornography is nothing more than shallow entertainment that exacerbates social inequalities of society’s gender roles. Despite this, pornography has the potential to become art, and should therefore not be censored. It is important to define pornography, as well as Tolstoy and Dewey’s definitions of art, in order to set the groundworkRead MoreWhat Is Art? Art996 Words   |  4 Pages What is art? Art is a difficult word to describe, because it means something a tad bit different to everyone you encounter. The official definition of art according to the Oxford Dictionary is â€Å"the expression or application of human creative skill and imagination, typically in a visual form such as painting or sculpture, producing works to be appreciated primarily for their beauty or emotional power.† The only problem with this definition is that it is very open ended, creativity and imaginationRead MoreWhat is Art?1478 Words   |  6 PagesWhat is art? How can one define simply, a subject so broad, so complex, and as subjective as artistic expression? Leo Tolstoy postulates, â€Å"Art is architecture, sculpture, painting, music, poetry in all its forms†¦Ã¢â‚¬  (Tolstoy 15) I believe th at although Tolstoy, may never have imagined it in his original definition, video games may certainly fit as a viable mode of artistic expression; I believe videogames are art. According to Tolstoy, architecture is a perfectly respectable medium for artisticRead MoreWhat Makes Art Art Essay596 Words   |  3 Pages  Ã‚  Art 1030: Art Appreciation Instructor: Steve Bishop Essay One Josalyn Cook 1/26/2011 What Makes Art Art? Art is an object or piece of work that brings one pleasure. Art is also something you see or feel and you cannot even begin to describe the ways you like it or how it makes you feel. Art is something that portrays beauty and happiness. Art lets you see the world through another person’s perspective. Most art seems to tell a story about where a person has been and theRead MoreWhat is Art Integrating?984 Words   |  4 PagesWhat is Art Integration? First, let us begin by defining what exactly art integration is. According to the John F. Kennedy Center for the Performing Arts, art integration can be defined as â€Å"an approach to teaching in which students construct and demonstrate understanding through an art form. Students engage in a creative process which connects an art form and another subject area and meets evolving objectives in both† (Silverstein Layne, 2010). With this definition, we know that art integrationRead MoreWhat Is The Art Of Rhetoric?817 Words   |  4 PagesCarpenter What is the Art of Rhetoric? The art of rhetoric is the process used to persuade an audience to the speaker’s point of view. The Art of Rhetoric is found in many places: magazine, advertisements, documentaries, politicians’ speeches, comercials, and whenever a teanager is trying to get out of trouble. The art of Rhetoric is made up of Ethos, Pathos, and Logos. First, Ethos is the credibility of the speaker. The audience needs to know why they should trust what the speaker is saying.Read MoreWhat Is Modern Art? Essay1726 Words   |  7 PagesDaniel Spaulding Midterm Essay What is Modern Art? Modern Art was created roughly during the 1800s to the 1900s. Before this period, art depicted religious or mythological scenes that told stories and guided the audience through art. â€Å"Modern Art denotes the style and philosophy of the art produced during that era.†(Arnason) This time was usually connected with art that threw the old traditions aside in a spirit of experimentation. This doesn’t mean that modern art pieces don’t have a story or a

Nigeria And South Africa The Legacy Of The British

Nigeria and South Africa-The Legacy of the British Nigeria and South Africa are two of the largest countries in Africa. These countries are very diverse with rich in cultures and and strong resources that would make any country great. However, these countries apparent strengths are what is dooming these nations. Nigeria’s rich and diverse culture is cause much tension between different regions in the nation as there is dispute over which culture has the right to the country’s resources. While most of the money coming from the south, and the power and military strength is based in the north, the tension between the two worlds continues to collide and cause constant uproars. Leaders of the nation are corrupt and are stealing the revenue made from oil and other exports. South Africa is in a similar situation as the legacy of white lead settler rule is causing much tension between the white and the black today. Whites control much of the businesses and productivity in the c ountry while the black South Africans work for the whites. This causes much tensions between to two groups as there is little room for class mobility. Corruption is also apparent here as the South African government is often bought by the rich and steals much of the profit from the resources which depletes funds that are supposed to be used for the population. This is what Stephen Chan and John Campbell say that sustainable economic growth has eluded the two countries and will continue to hinder economicShow MoreRelatedNigeri The Western Coast Of Africa1151 Words   |  5 PagesNigeria is located on the western coast of Africa, surrounded by Benin, Cameroon, and Niger. This country is known to have one of the largest populations among the African countries. Falola (3) says that not only it has large population, but also its land size is a little bigger than the size of the U.S. state of Texas. Nigeria has about 170 million residences which is about half of current population in Uni ted States. In other words, Nigeria has a very dense population regarding its size of landRead MoreThe Negative Effects of Imperialism in Nigeria (its possible to go into more detail, but my pages were limited to this many)1570 Words   |  7 PagesNigeria is a country with abundant resources and the potential to be a very powerful nation, but it is hampered by many problems. These problems are caused by NigeriaÂ’s colonization by England. Because of this intrusion on their way of life, their future was altered dramatically. The nation of Nigeria as a whole has suffered greatly as a country because of this colonization, its problem is rooted in the way it was colonized and ruled. The background of the situation is essential to understand itsRead MoreCivil Wars And The Colonial Era1634 Words   |  7 Pagesthat has taken place. These new independent countries were left to unify their people of different backgrounds, create a strong government and economy, and leave the post-colonial legacy behind. Nigeria would soon become a prime example of the issues with arbitrary borders and the long term effects they can create. Nigeria would gain its independence in 1960 and would become a Federal Republic with three regions. This federalist republic would bring out regional rivalries and fears amongst the peopleRead MoreThe Reasons Why South Africa Is Successful2853 Words   |  12 PagesSouth Africa (SA) stands out among the rest of Sub-Saharan Africa in terms of levels of development and the degrees of democracy. It is now regarded as the emerging middle power in the African continent. I argue that South Africa’s place in the economic world also has different implications to different populations in this nation state. Nigeria on the other hand, has failed to sustain democracy and economic development. In this paper, I am going to critically analyze the reasons why South AfricaRead MoreThe Effects of Petroleum Business on Nigeria1562 Words   |  7 PagesThe largest petroleum- producing nation in Africa is Nigeria. The petroleum company is the main contributing factor of the GDP in the West African nation, which is also the continents, most noticeable and populous reserves. Since Nigeria was under British control it has suffered socio-economic and political adversities for decades. Corrupt domestic militias and complicity of multinational corporations have rid the nation of its natural resources. The same corporations that are ridding the land andRead MoreAbstract. The Research Examines The Social, Economic And1704 Words   |  7 Pagesof colonialism in West Africa. A critical view of the activities carried in the study to explain the social, economic and political effect of colonialism, and a qualitative of the growth rate of the West Africa countries were examined. The study therefore concludes that colonialism greatly had an impact in the growth of the countries in the selected West Africa countries. 1.0 Introduction Our research study will focus more on the effect of colonialism in Western part Africa by examining the socialRead MoreA Great Tree Has Fallen: Words of Chinua Achebe Essay1124 Words   |  5 PagesTruth of Fiction† in Hopes and Impediments: Selected Essays 1988 In the mid 20th century Africa was once more starting to find its own voice, having been gagged by centuries of colonial oppression. For all that time the story of Africa had been told by Europeans, and the narrative they presented was a shoddy one. The black man; if in fact a brother was certainly at most a junior sibling. As such, when Africa did eventually open its own mouth to speak, the rest the world were expecting little moreRead MoreBerlin Conference of 1884: Scramble and Partition of Africa818 Words   |  3 Pagesï » ¿Scramble and partition of Africa The expansion that was fueled by capitalist industrialism as well as nationalism subjugated land to be under European control, in nineteenth century. British Empire alone during this period was made up of more than a quarter of the worlds land mass and people. Europe in addition to its colonial possessions by 1914 occupied over 80 percent of the globe. This conquest of Africa somehow revealed a good example to what is termed as new imperialism. The confusionRead MoreAfrican Colonialism During Post Colonial Colonialism2100 Words   |  9 PagesIt is evident that European colonialism had deeply affected the political system within post-colonial Africa. One of the main leading legacies of colonialism that hindered the development of post-colonial African states would be the ethnic division and the state conflicts resulting from ethnic rivalry after independence . Scholars would argue the weakness within African politics would be due to creation of forty new states brought about by the European colonial powers in the Berlin Conference ofRead MoreA Time Of Colonization Of The African Continent By European Power1537 Words   |  7 PagesA time of expeditious colonization of the African continent by European power is better known as ‘the scramble for Africa’. The European nations involved in the scramble were Germany, France, Britain, Belgium, Portugal, and Italy. The economic, social, and military evolution Europe was going through at the time allowed for this to happen. In 1870, only 10 percent of Africa was under European control. However, over time European rivalries intensified which caused a mad scramble to rule as much of

Marketing Communications - Planning and Consumer Behaviour

Question: Discuss about the Marketing Communications, Planning and Consumer Behaviour. Answer: Introduction The aim of the report is to throw light on the importance and understanding of marketing communications, marketing planning and consumer behaviour for organisations for planning an effective marketing campaign. For the purpose of this report, Proctor and Gamble has been selected that is planning to launch a new range of moisturizers for their customers in international market. The report provides a background to consumer behaviour of Proctor and Gamble market along with the psychological and environmental variables that can influence them. Further, it highlights the role of advertising and promotion in marketing. The next task outlines an integrated marketing plan for launch of new product. Finally, the report discusses the role of ATL and BTL advertising and their significance. Customer behaviour can be defined as study of individuals and the factors that influence their decision to purchase any product, service or experience to fulfil their needs. Studying customer behaviour assists managers in better decision-making in terms of pricing, marketing, market offerings and others (East, et al., 2016). Proctor and Gamble is a global leader in FMCG sector that provides quality and value to its customers in all product categories in which it operates viz. grooming, health care, beauty, home care and family care. As the market offering is large, the company targets customers of all age groups that belong to all types of socio-economic classes. Even though the demand elasticity of PGs products is low, its consumers are price-sensitive and easily switch between products due to availability of alternatives (Morgan, 2015). Role of Advertising and Promotion in Marketing In the modern world, where competition is intense and consumers have large choices, organisations have to master the art of effective communication to create awareness regarding their brand, products and services among the target audience. In this process, the role of advertising and promotion is critical to increase selling prospects. The overall process of marketing includes many aspects that are discussed as follows: The basis of every marketing activity is the communication that is required to deliver the message between marketers and consumers. Marketing communications represents all components of marketing mix that help to influence the target consumers by targeting and positioning the brand as distinct from its competitors and communicating the brands unique features. Its components include advertising, direct marketing, sales and promotion, public relations and personal selling (Chitty et al., 2011). Organisations can choose traditional or interactionist communication model to send across their message. While traditional model includes mechanical information transfer from producer to consumer before a sale is made, interactionist model focuses in meaning of interaction where senders and receivers are regularly exchanging information (Solomon et al, 2017). Once the marketers choose the communication model, the next step is to implement it. This entails decisions on components to integrate, target market identification, media selection, and message delivery within the budget. This further decides the effectiveness of communication process and consumer decision-making. The basic model of consumer decision-making process identifies five steps that every consumer goes through before making a purchase decision. These include problem recognition, information search, alternative evaluation, purchase decision and post-purchase evaluation. The purchase decisions and behaviour of customers are influenced by multiple factors that exist internal and external to the environment. The internal factors are psychological factors that include motivation, perception, learning and customer attitude towards brand and its product. The external factors include culture, family, reference groups and socio-economic status of the buyer (Newman and Cullen, 2002). Thus, keeping in view these influencers, marketers have integrated all the components of marketing communications under one roof to ensure a consistent brand message delivery at all possible touchpoints. This not only enables them to influence their behaviour and build profitable relationship, but also allows them to make greater impact on customers brand knowledge and benefit from synergy (Chitty et al, 2011). However, while undertaking promotional activities, the marketers have to be mindful of the rules, regulations and legal constraints imposed by governmental bodies. While undertaking marketing and promotion activities, organisations are restricted under laws like Supply of Goods and Service Act, Sales of Goods Act, Consumer Protection From Unfair Trading Regulations and similar others. These acts prohibit marketers to provide offensive, misleading information or undertake malpractices to sell their product. This not only aims to protect customer interest from greedy marketers but also checks the marketing malpractices and ensures that only quality products are sold (Belch and Belch, 2014). Moreover, organisations also practice self-regulation to ensure that their message deliver is consistent with the firms image and legal problems can be avoided. Role of Advertising and Branding The ultimate objective of promotion mix is to create and spread information about product and services among prospective buyers. The role of advertising and branding are critical elements that contribute in the success of marketing activity. While advertising can be understood as the part that includes creating and spreading the message regarding product features, benefits and value for customers, branding is the label that describes the companys product/service. Branding also helps in establishing identify of product, differentiate one product from other companys product and reassure buyers regarding product/service quality and performance (Blakeman, 2013). Thus, while a brand helps to create expectation with regards to product reliability, quality, performance and significance, advertising communicates the same to the target market. The technology and internet boom combined with increasing competition and a need to create unique customer experience is changing the way contemporary organisations are carrying out their marketing communications. As a result, the steep decline in the use of traditional marketing media and increase in mass media costs has pushed marketers to look for other marketing tools. With increase in digitalization, there is increasing media and audience fragmentation. As such, marketers have to select specific tools to target specific audience. Rising cost of traditional media like television and newspapers has pushed marketers towards online marketing through social sites, e-mails, websites, etc. that are not only cost effective but also have wider reach (Thorson and Moore, 2013). Moreover, increasing global marketing and increased focus on customer experience is motivating marketers to create IMC that is more engaging and has greater impact on customers minds. To achieve this, they are increasingly using customer data generated from internal and external sources to gain insights regarding their target market. This allows them to create more personalized marketing content that is sent at the correct time for greater reach (Newman, 2016). Thus, these trends in IMC are changing how marketers see their customers and interact with them to create brand awareness. Relationship Marketing With increase in competition and availability of large number of choices and alternatives, consumers are finding it hard to stay loyal to any single brand for long-term. Hence, marketers are finding the concept of relationship market increasingly useful to develop long lasting relations with their customers. In order to achieve this objective, marketers are utilizing customer insights generated through social media, company database, their past purchases, website algorithms and past interactions to assess their attitudes, interest, needs and preferences and customize offering and marketing communications accordingly. Customized customer experience to carter to their needs leads to better customer satisfaction thereby increasing their satisfaction, loyalty and leading to repeated purchases. This is beneficial for organisations as it leads to repeated purchase, greater profitability, higher retention, easier targeting and lower costs in terms of new customer acquisition (Lee, 2014). Organisations are also utilizing digital channels like e-mails, text messages, videos, social networking sites and others to stay in constant touch with their customers and influence their purchase decisions. Marketing and Integrated Promotional Plan As a part of its product development strategy, PG has planned to launch a new range of moisturizer for its existing customers at international level. To ensure the success of the new product, it is necessary that an intensive marketing and promotion plan be adopted to create mass awareness regarding the products benefits and value. Hence, the aim of this task is to develop a marketing and promotional plan by discussing important aspects. The beauty segment is PGs third largest revenue centre with brands like Pantene, Head Shoulders, Olay and SK-II. Its competitors are Unilever, Dove, Vaseline and Axe (Morgan, 2015). Currently the company offers something to each consumer category. For example: Olay is targeted towards females aged 25 and above who have fine wrinkles and want to look younger. In terms of consumer behaviour, consumers may find it difficult to switch beauty products that reduce the demand elasticity of product. However, factors like competition, preferences, changing lifestyles, product quality and costs may influence purchase decisions. The objective of IMC for new product is to create awareness for new range of moisturizers under the brand name Blossoms. The goal is to increase sales by capturing at least 3% market share within 6 months and create loyal customers. The primary target for the product is females who regularly go out in the sun and require a safe easy to use moisturizer that also includes sunscreen. Thus, PG will target college girls and working women that lie at the upper middle income level in Europe, North America and Asia. Key Message: The basic message to be delivered to the target audience is that of a non-greasy moisturizer that not only moisturizes skin but also includes sunscreen that would provide protection from harmful UV rays and prevent sun tan. Positioning: The positioning statement for Blossoms moisturizer would focus on its customer and product benefits. Thus, it will be: As a part of daily beauty regime, Blossoms is appropriate for all skin types and helps to keep your skin soft and beautiful. Marketing Strategy: The company will adopt a pull marketing strategy wherein it will try to attract target customers with the help of marketing tools thereby encouraging them to buy and use the product (Baker, 2012). PGs marketing strategy is to establish Blossoms as new brand by creating its own logo for easy identification, public relation, online marketing plan through website and social networking sites and offline marketing plan through television, sales promotions, direct selling, etc. Creative Strategy: The product will be promoted as safe and easy to use moisturizer for women that spend considerable amount of time outdoors while working or travelling. The idea is to communicate that easy and quick skin care is possible on daily basis even during busy schedules. The company will capitalize on its existing brand image and try to generate emotional appeal for the product through its genuine concern for skin care. Marketing Tools: PG being a global player with turnover of over $65.3 billion in 2016 spent $ 7.24 billion on advertising (Statista, 2017). This reflects its ability to spend on above the line mass communication tools like television, fashion magazines, newspapers and the likes. However, to create greater impact, the companys marketing strategy will include a mix to both above the line and below the line marketing tools. The mass marketing tools will include television, newspaper and magazine advertisements. Additional, tools like direct marketing through retail outlets, sales promotion through free samples and contests to share experience will be undertaken to generate public relations, customer engagement and experience. Moreover, social media marketing through Facebook, Instagram and Twitter accounts and companys website would be used for promotion and sharing of general stories and testimonials from customers. Budget and ROI: It will be decided on the basis of tasks necessary to meet the objective and estimating the costs for those tasks. Thus, PGs budget for Blossoms IMC is $ 25 million. Moreover, PG is targeting to earn at least $75million during the period of campaign. Barriers to effective implementation While it is necessary to develop a strong marketing communication plan, effective implementation is also critical in determining the success. Organisations may face many barriers while implementing MC strategy lack of proper communication and coordination between people involved in planning and implementation process. Current organisations prefer to hire highly specialized individuals that require tight coordination. However, power, coordination, culture and control issues sometimes come in way of team work. Moreover, organisational structures, skills of employees, time and other financial resources and turf battles may hinder effective IMC implementation. These can be overcome by developing open and integrated internal communication systems, greater involvement to all departments and hiring skilled and educated marketers along with flexible budgeting and greater market research (Dmitrijeva and Batraga, 2012). Pricing Policy: The Company will adopt price skimming strategy for Blossoms moisturizer to communicate the products quality and capitalize of the existing brand image. However, during the first 3 months of the new product launch, the company will use promotional pricing strategy and sell small pack of moisturizer with companies existing popular products like Pantene and Olay. The strategy is to motivate customers try the new product, which can lead to repeated purchase (Smith, 2011). Distribution Policy: Blossoms moisturizers would be sold through companys existing distribution channels like retail partners including Walmart, Woolsworth, etc. and small retailers. Choosing the existing channels would not only provide shelf space with companies other products but would also be cost and time effective (Baker, 2012). Communication Policy: The company tends to exercise self-regulation and aims to communicate actual benefits and value of the use of new product to its customers. It will plan its IMC in an ethical and legal manner thereby avoiding any controversy from competitors, customers and government. The list of ingredients will be fully disclosed on product packaging and companys website. Moreover, the advertisements and message will be unbiased and free of racial content as the company feels that the product is equally meant for all. Measurement of Campaign Effectiveness To identify the success of the IMC, it is necessary to measure its effectiveness. There are many measures available at the hand of marketer to assess the success of marketing campaign. The effectiveness of ATL tools can be measured through rating, brand awareness among target market, word-of-mouth marketing and market reach of the tools. While, measures like new customer acquisition, leads generation, cost per lead and repeated purchases can be used for ascertaining the effectiveness of direct sales and promotion activities. Moreover, site traffic, customer reviews, feedbacks, page shares, and bounce rate can be used to assess the success of online marketing channels (DeMers, 2014). Thus, regularly checking these metrics help in identify the actual health of IMC campaign. In the field of marketing communications and advertising, the marketers are equipped with many tools to attract and communicate their product and service to their target market. These tools are broadly categorized into above the line (ATL) and below the line (BTL) tools. ATL refers to conventional marketing communication or advertising activities undertaken at large scale with the use of tools like radio, television, magazine, newspapers, press and others that cost money on the basis of advertising space and time it uses. These tools are used to create wide impact regarding a brand, its product and services. In the current scenario, ATL is used to create branding effect with the help of advertisement content tailored mass market. Though the impact of ATL is high in generating mind share, it is very costly. Moreover, it is also difficult to measure the actual impact of these tools (Wharton, 2013). BTL on the contrary includes unconventional activities that are undertaken at small scale using tools like brochures, direct mails, tele-marketing, public relations, point of sale displays and social networking sites among other sources of sales promotion (Baker, 2012). BTL advertising is fee based irrespective of the time taken or conversion rate and is widely used to achieve repeated sales and customer loyalty. Below the line tools for marketing and promotion are not only cost effective as compared to above the line tools, they are also easy to measure in the form of customer feedbacks and sales generated. Hence, this allows marketers to gain insights on their customer and their behaviour and also identify the effectiveness of their promotion activities. However, in the current scenario the line between ATL and BTL tools is blurring as agencies are increasingly adopting fee-based earning structures. Moreover, a new category advertising tools known as through the line (TTL) has emerged that uses a mix of both ATL and BTL communication tools to optimize the marketing activities for companies. TTL allows the marketers to create integrated campaigns for delivering consistent message across different channels. Use of BTL techniques With increase in customization and organizations efforts to provide tailor-made customer experience, marketers prefer BTL over ATL. BTL advertising tools are widely used in case of touch and feel products like clothes, food and durable goods including vehicles, home furnishings, and non innovative products like financial services, educational institutes that require marketers to precisely target the customers and mould their message as per their requirements (Corso, 2013). BTL activities allows the marketer to have control over the customer experience and the message that they are exposed to, which further helps to obtain customer feedback and assess the impact of their activities. Additionally, bands prefer to use BTL promotion tools as the cost of media and ATL is rising. Thus, organisations facing budget issues or selling products that require customers to engage with the company use BTL to reach out to its target market. Conclusion It can be concluded that understanding of customer behaviour and marketing tools is necessary to device and implement a successful marketing communication strategy. A marketer has to take care of multiple aspects like goals, key message, media-selection, target market, budget and measurement tools among others while planning an integrated marketing communication plan. Moreover, increased competition, changes in technology, internet boom and international expansion have changes the ways IMC takes places. This has not only pushed marketers to become more innovative to grab attention but also provides more opportunities and greater control on communication and moulding customer experience. References Baker, M. (2012) The Marketing Book, 5th ed. London: Routledge. Belch, G. and Belch, M. (2014) Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th ed. London: McGraw-Hill Education. Blakeman, R. (2013) Nontraditional Media in Marketing and Advertising. London: SAGE Publications. Chitty, W., Barker, N., Valos, M. and Shimp, T. (2011) Integrated Marketing Communications. NY: Cengage Learning. Corso, G. (2013) How To Transcend 'Above-The-Line' And 'Below-The-Line' Thinking, Ad Exchanger. [Online]. Available at: https://adexchanger.com/data-driven-thinking/how-to-transcend-above-the-line-and-below-the-line-media/ (Accessed: 25 April 2017). DeMers, J. (2014) 10 Online Marketing Metrics You Need To Be Measuring, Forbes. [Online]. Available at: https://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/#777db8d676c1 (Accessed: 26 April 2017). Dmitrijeva, K. and Batraga, A. (2012) Barriers to integrated marketing communications: the case of Lativa (small markets), 8th International Strategic Management Conference. 58, pp. 1018-1026. East, R., Singh, J., Wright, M. and Vanhuele, M. (2016) Consumer Behaviour: Applications in Marketing, 3rd ed. London: Sage Publications. Lee, J.S. (2014) The role of relationship marketing investments in customer reciprocity, International Journal of Contemporary Hospitality Management, 26(8), pp. 1200-1224. Morgan, P. (2015) Porters Five Forces: Procter and Gambles Competitive Position, Market Realist. [Online]. Available at: https://marketrealist.com/2015/07/porters-five-forces-procter-gambles-competitive-position/ (Accessed: 25 April 2017). Newman, A. and Cullen, P. (2002) Retailing: Environment Operations. London: Cengage Learning. Newman, D. (2016) The Top 10 Trends Driving Marketing in 2017, Forbes. [Online]. Available at: https://www.forbes.com/sites/danielnewman/2016/10/18/the-top-10-trends-driving-marketing-in-2017/#165efc1c3ade (Accessed: 25 April 2017). Smith, T. (2011) Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures. NY: Cengage Learning. Solomon, M. White, K. and Dahl, D. (2017) Consumer Behaviour: Buying, Having, Being, 7th ed. Totonto: Pearson Education. Statista (2017) Advertising expenditure of Procter Gamble worldwide from 2011 to 2016 (in million U.S. dollars). [Online]. Available at: https://www.statista.com/statistics/262022/advertising-expenditure-of-procter-und-gamble-worldwide/ (Accessed: 25 April 2017). Thorson, E. and Moore, J. (2013) Integrated Communication: Synergy of Persuasive Voices. Chicago: Psychology Press. Wharton, C. (2013) Advertising as Culture. Bristol: Intellect Books.

The Awakening Personality Developments Essay Example For Students

The Awakening Personality Developments Essay PERSONALITY DEVELOPMENTThe idea that one can understand and comprehend the development of an individual is profound and abstruse, but very few people have actually had success dealing with such a topic. From obstacles such as proper test subjects to the whole stigma of taboo attached in trying to understand the human mind, researchers and psychologists have had success. One of the most notable successes is that of Sigmund Freud, the father of modern psychology, as we know it. Freuds in depth pioneering journey into the minds of people, and how the mind itself develops with the passing of time and events. Other modern psychologists have elaborated on Freud, including the psychologists Erik Erikson and Karen Horney. Their thoughts on the personality development of people relate directly to Kate Chopins book, The Awakening. In this book, the theories discussed by Freud and his successors are shown explicitly and implicitly. We will write a custom essay on The Awakening Personality Developments specifically for you for only $16.38 $13.9/page Order now Obviously, Sigmund Freuds work in the field of personality development was by far the most prolific and controversial. The father of modern psychology, Freud broke all barriers to expose what he thought to be the real reasons for human behavior. His theories of personality development can best start with the discussion of the conscious and the unconscious mind. The conscious mindalong with the lesser preconscious mindis that part of the mind that one has control, or knowledge of. Ironically, this is the least part of the mind that one has control over. The so called subconscious mind is the part of the mind that lurks beneath the surface, filled with instincts, emotions, and unfulfilled desires (Shaffer 26). The total human mind is divided into the famous three parts of the Id, the ego, and the superego. The Id can be correlated directly to the subconscious, since it contains ones innermost thoughts, feelings, and desires, or as Freud would call them, wishes. The Id represents ones innermost and primitive desires, such as food and reproduction, and it constantly drives ones actions. The total antithesis of the Id is the superego. The superego in the case of personality development, comes directly from parents. This superego is consisted of the conscience (punishments and warnings) and the ego ideal (positive rewards and role models). Thus the superego can be defined as what keeps the Id in check, which leads to the ego. The ego is the rationalizing factor, it is the result of the superego and the Id, canceling each other out. The ego is the compromise between the Id and the superego, and it seeks to solve the problems that an individual may face. The ego is the visible part of the mind, and it is with the ego that individuals can either raise or lower themselves. Thus having discussed Freuds analysis of the brain, it seems logical to determine how the mind responds to events that in turn lead to the development of the individual. Freud mentions things such as traumatical events, which can affect ones development that trigger what he calls defense mechanisms (Shaffer 61). One example would be suppression, wherein one tries to bury and put away all that is bothering them, such as the loss of a loved one, etc. This suppression may resurface at the wrong time (since its never been dealt with) and can have harmful effects on the individual. Another example would repression, or forgetting such a trauma occurred. Another well known mechanism would be denial, wherein one denies that something will happen, or denies the severity of such an event. All these things have one thing in common; that when a person doesnt deal with a situation properly, it can affect them later on in life, when it is most likely unwanted (Cooper 73). Freud also dealt with the development of the child, and how ones upbringing can affect ones adult life. .udcc864d781e181299993f27b5dafffff , .udcc864d781e181299993f27b5dafffff .postImageUrl , .udcc864d781e181299993f27b5dafffff .centered-text-area { min-height: 80px; position: relative; } .udcc864d781e181299993f27b5dafffff , .udcc864d781e181299993f27b5dafffff:hover , .udcc864d781e181299993f27b5dafffff:visited , .udcc864d781e181299993f27b5dafffff:active { border:0!important; } .udcc864d781e181299993f27b5dafffff .clearfix:after { content: ""; display: table; clear: both; } .udcc864d781e181299993f27b5dafffff { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .udcc864d781e181299993f27b5dafffff:active , .udcc864d781e181299993f27b5dafffff:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .udcc864d781e181299993f27b5dafffff .centered-text-area { width: 100%; position: relative ; } .udcc864d781e181299993f27b5dafffff .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .udcc864d781e181299993f27b5dafffff .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .udcc864d781e181299993f27b5dafffff .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .udcc864d781e181299993f27b5dafffff:hover .ctaButton { background-color: #34495E!important; } .udcc864d781e181299993f27b5dafffff .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .udcc864d781e181299993f27b5dafffff .udcc864d781e181299993f27b5dafffff-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .udcc864d781e181299993f27b5dafffff:after { content: ""; display: block; clear: both; } READ: Malthus` Population Essay Skipping the parts of Oedipal-complex, etc., the one Freudian dogma that sticks out, especially in relation to the story is the lack of the mother theory. In this case which applies to the main character of The Awakening, Edna, a loss of the mother leads to a female child to lose her female role model, thus making her more manly, etc. This is