A Study of Globalisation Essay Example for Free

A Study of Globalisation Essay Executive Summary This paper attempts to make sense of globalisation from a social and business perspective. Initially I will talk briefly about globalisation within our community and the different stand points those communities and individuals have taken; for and against globalisation. I will then talk about the multinational companies that have made the phenomenon of globalisation possible and these companies various impacts on societies and local communities around the world. The topic is further analysed by using multinational food retailing companies in Latin America as a case study. Displayed to the reader through this case will be a clear indication of how local communities and in particular their farmers are affected by globalisation and multinational companies. There are many different views on globalisation; and those against it oppose many different aspects of it. One of the countless reasons why there are anti-globalisation activists is due to the following: Multinational food retailing companies, the backbone of what is known as globalisation within the supermarket industry, have in many cases entered small farming communities around the globe and destroyed a way of life for many of the farmers and labourers around them. Within Latin America these farmers have been forced to flee their homes to find refuge within the slums of the urban sprawls within their cities or even to cross borders into the USA. Introduction to Globalisation Definition: Globalisation can be defined as the intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa (Giddens 1990). It has also been described as process which embodies a transformation in the spatial organisation of social relations and transactions assessed in terms of their extensity, intensity, velocity and impact generating transcontinental or inter-regional flows and networks of activity. (Held, et al 1999) In relation to Latin America (the major area of discussion of this paper) globalisation can be defined as a practice or system that has affected several of the continents most persistent problems. Such problems would be the diverse extent of economic exploitation and social disparity that has branded Latin America ever since its European colonisation in the sixteenth century. (Harris Halebsky 1995) Pro-globalisation: Free trade fosters prosperity and has an extremely important characteristic that affects our way of life. This characteristic is actually its tendency to be able to prevent war. Extensive research has shown that trade promotes peace both directly, by reducing the danger of military divergence, and indirectly, by promoting prosperity and democracy (Weede 2004). Globalisation and free trade in the 20th century and beyond can be compared with the 19th Century expansion of empires (like the British Empire). These empires built an infrastructure in developing countries; railways, ports and beautifully constructed colonial buildings were just some of the benefits these developing countries could take advantage of. Even though these commodities werent built for the benefit of the developing country (they were built for British trade) they still ultimately increased these countries abilities to trade and to become technologically independent. In the 20th Century infrastructure, technology, health and education systems implemented by the world powers, in developing and developed countries, has improved the overall quality of life for people worldwide, this does not include Africa. The average GDP for all countries except Africa has gone up; however the downside is; the difference between the rich and poor countries has also increased. The reason for this is that the countries introducing themselves to the developing countries are actually gaining a much more significant benefit. Anti-globalisation: This term is more commonly attributed to the political standpoint of certain people, groups and organisations that are in opposition to certain facets of globalisation. Those in resistance often oppose large multi-national companys dominance of global trade agreements and trade-governing bodies like WTO (the World Trade Organisation) (Graeber 2002). Otherwise known as a social movement, anti-globalisation represents its participants in their opposition to large corporations who endeavour to attain and have attained political power. Political power can be put into effect via international trade agreements, anti globalisation activists scrutinize these agreements, stating that they quite often undermine the environment, labour rights, national sovereignty, the third world, and other various aspects of our everyday lives as human beings (Graeber 2002). It is common knowledge that globalisation and free trade can affect developing countries negatively, however, the worlds most developed countries and the people who live within them are also affected negatively. Globalisation forces job opportunities from these developed countries to other countries around the world and low skilled workers in developed countries lose their jobs. This increases the difference between the rich populace and poorer populace in that country. The following quote, from the United Nations, backs this statement up and shows us why there are anti-globalisation activists. The richest fifth of the world have 80% of the worlds income and the poorest fifth have 1%; this gap has doubled between 1960 and 2000 (United Nations 1999) largely due to the impacts of globalisation. As displayed above, multi-national corporations play a substantial role within the theory and practice of globalisation, these corporations are powerful by nature and currently account for over 33 per cent of world output, and 66 per cent of world trade (Gray 1999). These organisations even though considered to be global companies are still heavily nationally embedded in terms of their business activity (Hirst and Thompson 1996). Despite this; multinational corporations still have considerable economic and cultural power. The next section of this paper will talk about these companies, their branding and how they affect communities around the world. Globalisation Multinational Companies Social Impact (How do they impact our local communities?) Branding: The main driving force for the growth of multi-national companies and the globalisation of their impact is in their brand (Klein 2001). In the mid-1980s a management theorists came up with a seemingly harmless idea that successful corporations must primarily produce brands, as opposed to products. This idea led to the exorbitant expansion of wealth and cultural influence we see in multinational companies today and over the past fifteen years (Klein 2001). Brand builders are the new primary producers in our so-called knowledge economy (Klein 2001). Modern multinational companies have used a strait to the point yet brutally honest approach to branding over the past fifteen years. This approach is that companies should not disburse their limited capital on factories that will require physical maintenance, on equipment that will decay or on workers who will undoubtedly age and perish. As an alternative, they should focus that capital in the processes used to build their brands (Smith Smith 2002). Multinationals: Multinational corporations are in actuality weak and vague organisations that generally display the corrosion of everyday values that afflict practically all late contemporary social institutions (Gray 1999). Diverse communities around the world are impacted and exploited by these multinational companies. They continually create or contract business in countries where they can profit from cheaper wages and assets. As discussed earlier this can mean added wealth and infrastructure for that community. However, it quite often means increased levels of unemployment in the city/country where the industry was located beforehand. Not to mention that the wages payed and work environment in the communities where the operations are implemented are usually relatively poor (Smith Smith 2002). Below are a few examples that articulate this situation perfectly: * The numbers of people living on less than $2 per day has risen by almost 50% since 1980, to 2.8 billion-almost half the worlds population. And this is precisely the period that has been most heavily liberalized (World Bank 2000). * The worlds poorest countries share of world trade has declined by more than 40 per cent since 1980 to a mere 0.4 per cent (UNCTAD 1999). This has been precisely the period in which the majority of multinational companies have grown exponentially, and is obviously a large factor resulting from their growth. Multinationals apart from affecting whole economic systems of countries and communities also attempt to create new markets within these communities. They search for new markets which have not yet been exploited in order to increase sales; it is typically carried out by creating new desires among target groups. The easiest target market for multinational companies to create new desires for is the child and youth market. Prized not only for the influence they have over adult spending but also for their own escalating spending power, the youth of today are one of the most profitable and influential markets (Kenway and Bullen 2001). Despite all this negative hype about multinational companies; they have played a very significant role in the growth of globalisation. Around the world individuals and communities are linked much closer to each other and information and money flow quicker than ever before. Globalisation and its creation of multinationals has resulted in making goods and services in one part of the world increasingly available in all parts of the world. International travel and communication is also much more frequent. In all globalisation has made life easier for those who can actually afford the luxuries of travel and international business. (Sourcewatch 2006). The Food Chain; Survival of the Biggest A case study of Latin America and the detrimental effects globalisation and multinational food retail companies have had on its local farmers. Commodity prices have fallen dramatically, by some two thirds over the past 30 years, so that farmers have had to triple production just to maintain their incomes. One example among many: in just the last three years, Tanzanian farmers experienced a decline of 50% in the price of coffee. (OXFAM 2001) While farmers earn less, consumers have been paying more. (ONeill 2001) Although, according to the U.N. Food and Agriculture Organisation, Latin America produces four times the amount of food needed to feed the population, 58 million people are still malnourished. Introduction: During the 1980s a transformation within Latin America began; this transformation was one that would shape the future of farmers all over the continent for decades to come. For some it would be a positive change, however a large majority found it to be the opposite. The transformation I talk about is opening up of trade barriers within Latin America in order to allow food retailing companies access to the regions un-commercialised and fertile lands. During the 1990s the revolution in food retailing within Latin America accelerated extraordinarily as countries unbolted their economies to suit conditions for financing from the International Monetary Fund and the World Bank. As Latin Americas overall FDI significantly increased; multinational food retailers bought out local chains and entered joint ventures with the obstinate ones. The greatest fears for farmers in the region were realised when the multinational companies introduced unfair trade rivalry from American and European growers with weighted financial backing. Small farmers are constantly left to compete with the biggest world players as these food retailing chains (products of globalisation) move from large cities to smaller towns and from economically sound countries to ones still developing their economic and social systems (Dugger 2004). These chains are now the prevailing force in the trade of processed foods and theyre produce sales are growing to a similar reputati on. When global food retail companies dominate a market, there are scenarios whereby it can be seen to be advantageous for all the citizens within that community. Such a scenario would be when the economy, of the region being taken over, is growing energetically and spawning decent jobs for globalisations losers, because in spite of everything the chains are creating cheaper, cleaner and safer shopping environments for these societies. Samuel Morley, a visiting research fellow at the International Food Policy Research Institute (IFPRI), has written extensively on inequality and labour economics in Latin America, he stated that It would be an appealing transformation of the sector if alternative jobs could be made available, however these scenarios never seem to materialise in Latin America and other developing countries/continents around the world as they do not have economies of great strength. As Latin Americas population grows its economic situation trails further and further behind. In Latin America, 220 million of the total regional population of 500 million people are poor. The case study that I will shortly talk about outlines just how bad the situation in Guatemala is, Guatemala is actually one of Latin Americas better off regions, with supermarkets controlling 10-15% of grocery sales. Therefore the case gives you an indication of what the more unfortunate farming communities, in Latin America, must have to endure. For example in Argentina supermarket chains control 30% of this industry and in Brazil; 50% (Dugger 2004). Rural markets shrink throughout the continent, even though the victims of globalisation are pushed to trade within them, these rural markets are slowly but surely lost in the black holes that we call multinational companies. Within a single decade Latin Americas farming communities have been transformed by food retail giants such as Ahold and Walmart. These multinational goliaths have transfigured food distribution by offering low prices, a range of choices and convenience; they are now also changing the face of food growing (Dugger 2004). This could seem positive to some, however it is far from that; there are thousands of Latin American farming communities who have been devastated by the unforseen and overwhelming challenges that these companies bring (Dugger 2004). The major visible impact that these changes have had within the farming communities over the past decade is the great increase in the number of, now penniless, farming migrants entering the urban slums of their own countries and crossing the American border to seek refuge from their new corporately governed country side. Guatemalas Local Farmers Suffer (Case): Within the serene confines of the extraordinarily fertile and incredibly poor Guatemala, supermarket giants have crushed farmers to the point where they are no longer able to maintain operations within the land they once called home. Guatemala was once, not long ago, a place where people swapped produce for service and service for produce, money was required to sustain theyre everyday living, however, life was effortless and uncomplicated up until the multinational giants arrived on Latin American shores. Guatemalan man Mario Chinchilla would inspect his field of sickly tomatoes on a daily basis; he would labour all day trying to meet the requirements of the new supermarkets which had opened up in town, however no amount of labour could possibly turn his crop into the stout, flawless product that Guatemalas leading supermarket chain offered to its customers (Dugger 2004). A better product at a cheaper price, it seems good all round doesnt it, but at the end of the day it has ruined many people lives. The chain I talk about is a giant Dutch multinational company named Ahold (Worlds 3rd largest retailer). The Chain is so large it includes names such as Bi-Lo and Stop Shop under its assets. For some time Mario headed a farmers cooperative that was managing to sell produce to the chain however this proved to be an ephemeral opportunity whereby the multinational chain ran away with the locals hopes and dreams, leaving them to sit in their unsold crops of rotting vegetables. The reason for this was because the multinational retailers require farmers who encompass the proficiency and capital to invest in modern farming technologies such as; greenhouses, drip irrigation and pest control (Dugger 2004). They wanted consistent supply without ups and downs, said Mr Chinchilla. We didnt have the capacity to do it (Dugger 2004). Inequality, rebellion and violent repression within Latin America has been a recurring problem for many decades, during the 1990s there was already a gap between rich and poor and the supermarket chains have simply added to this gap. This time Latin America has tried a different (non-violent) approach. In order to fight for their right to live comfortably in their homeland farmers joined forces; there are rare success stories, however many (like Mario Chinchilla and his Co-op) have suffered a more common fate. In Guatemala there is a tiny farming community named Lo de Silva; more than 300 farmers who originally belonged to Mr. Chinchillas co-op, the Association of Small Irrigation Users of Palencia, were from this village (Dugger 2004). Out of those 300 farmers there are only 8 still enduring the torment that globalisation has brought them. These remaining farmers arent even able to sell to the supermarkets they sell their product to middle men for severely discounted prices; to top this off the only product the middlemen will accept from them is salad tomatoes. Mr. Chinchillas case is an ideal example that demonstrates how the opportunity of success for small farmers is a remote prospect to most. Small farmers are simply getting left behind due to their lack of market pull and marketing/operational techniques (Dugger 2004). A survival of the biggest situation has been created only the big can serve the big; the small need not apply, as global companies wipe out local distinctions in establishing a level economic playing field. (Hannaford 2006). During the 1990s food retail conglomerates went from controlling between 10 and 20 percent of the Latin American market to totally dominating it (Economist.com 1997). During this period, in Guatemala specifically, the quantity of supermarkets has more than doubled; as their share of food retailed has reached 35 percent. The smaller shops and open air markets still remain and retail a great deal of fruits and vegetables in Guatemala. For customers to leave these historically enriched and characterised markets and enter the newly opened supermarkets in the region, is to leave behind Guatemala and enter a commercialised shopping centre that could reside in Hong Kong or London, with its marked down jumbo packages and symmetrical fruits in plastic trays. None of this, however, matters unless the bottom line is understood. The bottom line is that the rules of the World Trade Organisation are actually taking second place in importance to the privately set standards of the food retail giants. Also pressures from the I.M.F. and the World Bank to allow greater foreign investment into Latin America were proposed to formulate more competitive economies for them; however it is obvious that this model didnt have a community element at its centre. Hardships have come from; not only what I described previously (the fact that the farmers must sell theyre produce at much cheaper prices, better quality and in a more convenient matter) but also from the fact that that they are now competing with the rest of Latin America, the United States and even the world because trade borders have been opened to allow almost anyone import and export capabilities. Rigid opposition from internationally renound growers is now a reality for Central and Latin American farmers; at a distribution centre, for a subsidiary company of Ahold in Guatemala City, shipments of apples from Washington, pineapples from Chile, potatoes from Idaho and avocados from Mexico are brought in (Hannaford 2006). Conclusion Globalisation has positive and negative affects on our society. This paper has outlined in great detail the negative affects of globalisation and multinational food retailing companies on Latin Americas and the worlds small farmers. The reason for this is due to the fact that there were; only on occasion, very rare and unusual success stories to be found about smaller farmers succeeding in their sales to companies such as Ahold and Walmart, within Latin America. After researching farming communities around the globe, it can be deduced that Latin America is not alone in this battle to produce food and sell it at competitive prices, while still maintaining some sort of meaningful social existence. Asian, African and Indian farmers; have been heavily exploited. Even farmers within more developed countries such as Australia have had to sell their products at severely discounted prices in order to satisfy multinational company standards. Farmers world wide, are however, not alone. Traditional strategies of help to farmers that feel the hardships of globalisation, such as providing fertilizers and improved seeds, are no longer enough to enable them to sustain their businesses. Professors and agronomists are banding together to document trends and develop new methods of help that will allow the fleeing farmers of Latin America, Africa and Asia to compete with others in selling products to the multinationals. In the midst of the these methods a few techniques stand out, such as; regulations put upon the multinationals that require farmers be paid promptly, laws that restrain these companies from dominating entire markets (such as mergers of supermarket chains) and enhanced hygiene and convenience through technology at open-air markets. After reading this paper I hope you too can conclude it is important that societies living within the limitations of this amazing world are given the chance to experience lifes pleasures and break out of the chain of inevitable failures that multinational corporations have brought to them. Being given the chance to make an honest and fair living, is only basic compassion and mercy; two marvellous characterises that any individual can encompass. If multinational food retail companies and global companies in general were able to, in some way, display this, then Anti-Globalisation would be a much less used expression. References * Dugger, C. W., (2004) Foreign Desk Late Edition Final, Section A, Page 1, Column 1, New York Times December 28, Tuesday. (http://www.nytimes.com) * Economist.com, (1997) Survey: Business In Latin America Back on the pitch, The Economist print edition. * Giddens, A., (1990) Consequences of Modernity. Cambridge: Polity Press. * Graeber, D., (2002) New Left Review 13, January-February issue, The New Anarchist. * Gray, J., (1999) False Dawn. The delusions of global capitalism, London: Granta. 262 pages. * Hannaford, S., (Last updated 2006) Small farmers versus oligopolies: No contest, (http://www.oligopolywatch.com). * Harris, R. L., Halebsky, S., (1995) Capital, Power, and Inequality in Latin America, chapter: The Global Context of Contemporary Latin American Affairs, (Boulder. CO., Westview Press.) * Held, D., McGrew, A., Goldblatt, D. and Perraton, J. (1999) Global Transformations politics, economics and culture, Cambridge: Polity Press. * Hirst, P. and Thompson, G., (1996) Globalisation in Question. London: Polity Press. * Kenway, J. and Elizabeth Bullen, (2001) Consuming Children: Entertainment, Advertising and Education, Open University Press. * Klein, N., (2001) No Logo, London: Flamingo. 490 pages. * ONeill, B., (2001) Whats eating Us? OXFAM News. (http://www.oxfam.ca/news/WorldFoodDay/Whats_eating_us.htm) * OXFAM. (2001) Briefing Paper No 9, November. (http://www.oxfam.org.uk/search?SearchableText=Briefing+Paperssubmit.x=19submit.y=8) * Smith, M. K. and Smith, M., (2002) Globalization encyclopaedia infed. (www.infed.org/biblio/globalization.htm) * Sourcewatch 2006 Globalisation, (Centre for Media and Democracy) http://www.sourcewatch.org/index.php?title=Globalization). * UNCTAD. (1999) Conference on Least Developed Countries. (http://www.unctad.org/Templates/Page.asp?intItemID=3073lang=1) * United Nations. (1999) Human Development Report. * Weede, E., (2004) The Independent Review, Volume 9, number 2, The Diffusion of Prosperity and Peace by Globalisation. * World Bank. (2000) Global Economic Outlook Report. Washington: World Bank.(http://web.worldbank.org/WBSITE/EXTERNAL/DATASTATISTICS/0,,menuPK:232599~pagePK:64133170~piPK:64133498~theSitePK:239419,00.html)

U.S./Mexico Relations: Surviving the War in Iraq? Essay -- Essays Pap

U.S./Mexico Relations: Surviving the War in Iraq? In the United States’ current state of war with Iraq, its relationships to other world powers have become increasingly important. The U.S.’s relationship with Mexico, in particular, has emerged as one of the most crucial relationships that the U.S. must work to maintain in this state of war. In recent years, the U.S. and Mexico have established and developed a famously strong relationship, and the friendship between U.S. President Bush and Mexico President Vicente Fox has continued to solidify the connection between the two countries. Bush was quoted in the Economist as saying, back in 2001, â€Å"America has no closer relationship† . The closeness of this relationship has placed both countries in precarious, high-pressure positions relative to one another with regard to the war in Iraq. In particular, negotiations between the two leaders on issues of trade and immigration laws have shaped the current relationship between Mexico and the U.S. and have consequ ently contributed to the strain that both leaders have felt, and continue to feel, as they struggle to maintain this close relationship in the face of the war. More specifically, recent developments, or lack thereof, with regard to these issues have significantly influenced Fox’s decision of whether or not to support the U.S. in the war against Iraq. Furthermore, media portrayal both of negotiations between the two countries and of the effects that the negotiations are having on U.S./Mexico relations is influencing public perceptions of the relationship in both countries, and, as a result, may even be affecting the relationship itself in the process. As America prepared to attack Iraq, Mexico faced the difficult decisio... ...urrent issues that strain the crucial bond between Mexico and the United States. Works Cited 1.) http://www.economist.com/cities/displaystory.cfm?story_id=1608395 2.) http://aztlan.net/mexicounsc.htm 3.) http://larouchein2004.net/pages/interviews/2002/021119excelsior.htm 4.) http://www.rense.com/general48/tue.htm 5.) http://english.pravda.ru/world/2003/01/07/41704.html 6.) http://www.cnn.com/2002/WORLD/americas/04/13/venezuela/ 7.) http://www.socialistaction.org/news/200207/show.html 8.) http://usembassy.state.gov/mumbai/wwwhwashnews810.html 9.) http://www.guardian.co.uk/wto/article/0,2763,1019250,00.html 10.) http://www.sltrib.com/2003/Mar/03172003/utah/38978.asp 11.) http://aztlan.net/mexicounsc.htm 12.) http://www.cbsnews.com/stories/2004/03/05/national/main604190.shtml 13.) http://eatthestate.org/07-19/ItsAboutMexicos.htm U.S./Mexico Relations: Surviving the War in Iraq? Essay -- Essays Pap U.S./Mexico Relations: Surviving the War in Iraq? In the United States’ current state of war with Iraq, its relationships to other world powers have become increasingly important. The U.S.’s relationship with Mexico, in particular, has emerged as one of the most crucial relationships that the U.S. must work to maintain in this state of war. In recent years, the U.S. and Mexico have established and developed a famously strong relationship, and the friendship between U.S. President Bush and Mexico President Vicente Fox has continued to solidify the connection between the two countries. Bush was quoted in the Economist as saying, back in 2001, â€Å"America has no closer relationship† . The closeness of this relationship has placed both countries in precarious, high-pressure positions relative to one another with regard to the war in Iraq. In particular, negotiations between the two leaders on issues of trade and immigration laws have shaped the current relationship between Mexico and the U.S. and have consequ ently contributed to the strain that both leaders have felt, and continue to feel, as they struggle to maintain this close relationship in the face of the war. More specifically, recent developments, or lack thereof, with regard to these issues have significantly influenced Fox’s decision of whether or not to support the U.S. in the war against Iraq. Furthermore, media portrayal both of negotiations between the two countries and of the effects that the negotiations are having on U.S./Mexico relations is influencing public perceptions of the relationship in both countries, and, as a result, may even be affecting the relationship itself in the process. As America prepared to attack Iraq, Mexico faced the difficult decisio... ...urrent issues that strain the crucial bond between Mexico and the United States. Works Cited 1.) http://www.economist.com/cities/displaystory.cfm?story_id=1608395 2.) http://aztlan.net/mexicounsc.htm 3.) http://larouchein2004.net/pages/interviews/2002/021119excelsior.htm 4.) http://www.rense.com/general48/tue.htm 5.) http://english.pravda.ru/world/2003/01/07/41704.html 6.) http://www.cnn.com/2002/WORLD/americas/04/13/venezuela/ 7.) http://www.socialistaction.org/news/200207/show.html 8.) http://usembassy.state.gov/mumbai/wwwhwashnews810.html 9.) http://www.guardian.co.uk/wto/article/0,2763,1019250,00.html 10.) http://www.sltrib.com/2003/Mar/03172003/utah/38978.asp 11.) http://aztlan.net/mexicounsc.htm 12.) http://www.cbsnews.com/stories/2004/03/05/national/main604190.shtml 13.) http://eatthestate.org/07-19/ItsAboutMexicos.htm

Advertisement and Promotion in Business

Abstract With the increase in competition among different businesses across all industries, it is vital for companies to ensure that they implement ideal promotional strategies to maintain their competitiveness. This paper presents an in-depth analysis on several aspects of business advertisement and promotions. It addresses the scope of marketing strategies, which covers the process of communication in advertisement, the organization of the advertisement industry in the United Kingdom, the regulation of the industry and the current trends in advertising. It also covers the concept of below-the-line advertisement and suggests the promotional strategies that can be used by Pringles, a well renowned snack brand. Introduction Advertisement and promotion play a vital role in the marketing of products and services of any company by increasing brand awareness and attracting customers (Shimp & Andrews, 2013). It is one of the four components of the 4Ps of marketing, which comprise of product, price, promotion and place (Pride, 2013). Whereas there are different approaches to advertising and promotion, they all have the main objective of communicating about what companies have to offer to their target clients (Percy & Rosenbaum-Elliott, 2012). With the ongoing increase in competition across all industries, companies that fail to advertise or promote their products and services risk losing their competitive edge regardless of how proper the other elements of the marketing mix are (Reynolds & Lancaste, 2013). This paper covers different issues of advertisement and promotion. These include the marketing communications’ scope and below the line advertisement approaches that can be used to promote Pringles, one of their products. It also designs a plan for an integrated promotional strategy for Pringles. Task 1 – Scope of Marketing Communications1. Explain the communication process that applies to advertising and promotion.Communication in advertisement and promotion aims to ensure that that the messages that businesses intend to pass to their consumers are effectively relayed (Shimp & Andrews, 2013). There are different steps through which these messages undergo before arriving to their target audiences. In promotion and advertisement, the sender – in this case, the advertising company – encodes the message and relays it through a transmission device (Wharton, 2013). Encoding is the creative creation of cues that can either be verbal or non-verbal that will pass the intended message to customers in the most effective manner and also attract the highest possible attention among the target customers (Reynolds & Lancaste, 2013). After the message has been encoded, ideal transmission devices or avenues are used to pass the message (Wharton, 2013). With the different customer segments being targeted by companies, it is important to select the most ideal avenue through which the advertisement can be passed (Pride, 2013). The message is then decoded by the receiver, where it will trigger different actions in response to the advertisement, which include making purchases of the advertised products or services (Reynolds & Lancaste, 2013). Whereas companies expect the communication processes of advertisements to lack barriers, there are several that may limit the attainment of the intended advertisement objectives (Wharton, 2013). One of these is the presence of many other adverts by competing companies that may divide the attention of target consumers this is mainly referred to as clutter (Kaser, 2012).2. Explain the organisation of the advertising and promotions industry.The advertising and promotions industry com prises of different entities. These include advertisers, advertising agencies, media organizations and external facilitators (Friedlein, 2014). The roles played by all these parties contribute towards the success of the industry. To ensure effectiveness of this industry, different countries have different approaches of managing these involved parties (O’guinn et al., 2011). In the United Kingdom and Europe, there are different bodies that are involved in the running of the industry. These include the European Association of Communications Agencies (EACA), and the Promotional Marketing Council (PMC) (Warc, 2014). EACA represents media agency associations and full-service advertising across Europe (EACA, 2014). It is based in Brussels, Belgium, and focuses on the promotion for responsible effective and honest advertisement. The organisation also promotes high levels of professionalism and fosters close cooperation among different advertisers, agencies and media outlets in Europ e. PMC, on the other hand, represents the sales promotion industry. Some of the parties represented include suppliers, clients and agencies across several countries in Europe (Warc, 2014).3. Assess how promotion is regulated.Regulation involves the creation or certain rules and regulations to govern different activities in advertisement and promotion. In the United Kingdom, an advertising self-regulatory system for non-broadcast advertising was set up in UK in 1961. This step was taken to ensure that advertisements are responsible and achieve the purpose of making customers aware of products and their repurchase of the products. The UK regulates the promotion industry by using a combination of practice and legislation codes (Advertising Standards Authority, 2014). There are two regulatory committees that create, revise and monitor advertising codes. These are the Broadcast Committee of Advertising Practice (BCAP) and the Committee of Advertising Practice (CAP). The BCAP code creates broadcast advertising rules while CAP creates rules for non-broadcasting advertising, direct marketing and sales promotion (Farrell & Gordon, 2012). These rules are enforced by the Advertising Standards Authority (ASA). With the changes that are always taking place in advertising, these rules are regularly revised to increase effectiveness (Kaser, 2012). However, keeping up with this pace is quite challenging because of the increase in advertisement avenues that has been made possible by technological advancements. As a result, increasing numbers of customers are falling prey to advertisers that advertise inexistent or poor quality products (Cho et al., 2014).4. Examine current trends in advertising and promotion, including the impact of ICT.The current trends in advertising and promotion have majorly been influenced by the increase in the use of the internet and social networking among target customers, which has largely been as a result of ICT development (Friedlein, 2014). There are various internet related trends in product advertising and promotion. These trends include; social media, online display advertising and mobile advertising. Advertisements on the social media, such as Facebook and Twi tter, are on the rise and are referred to as sponsored content (Seth & Kapoor, 2014). Companies are taking advantage of the growing number of people using these avenues because in total, there are approximately 2 billion people signed up to different social media platforms (Tuten & Solomon, 2012). Online display marketing is on the rise, and involves the advertisement of company websites on other websites that target consumers frequently use (Kaser, 2012). According to Persaud and Azhar (2012), an increase in the use of smartphones has also given rise to internet mobile advertising. This is where advertisers reach consumers personally through platforms, such as social media or sending links to company websites, in the form of text messages (Persaud & Azhar, 2012). Whereas these developments provide a convenience of reaching a wide range of clients in a short time and on a smaller budget, there are also different associated demerits (Friedlein, 2014). One of these is the information risk that customers and companies may be prone to because of hacking (Cho et al., 2014). Social media has been regarded by some researchers as one of the fastest avenues through which information passes. Thus, any mistake by a company that may tarnish its reputation can be detrimental to its brand (Tuten & Solomon, 2012). Task 3: Primary techniques of below-the-line technique of sales promotion1. Explain primary techniques of below-the-line promotion and develop a BTL campaign for the brand, â€Å"Pringles†Below-the-line promotionBelow-the line advertisement is a promotional strategy that tends to use other mediums apart from the typical ones like the internet, broadcast, print and billboards (Kaser, 2012). Many companies in the present-day business environment utilize this strategy alongside above-the-line and through-the-line advertisement (Reynolds & Lancaste, 2013). One of the main attributes of this approach to advertisement is that it is less expensive. However, many companies combine this with above-the-line promotions so as to maintain a better market position, below-the-line promotion being just as complement (Gautam, 2013). Several below-the-line advertisement techniques are discussed hereunder. Field marketing or promotion: It is a process through which salespeople target customers on a one-on-one basis with the aim of promoting certain products and services (Stone & Desmond, 2007). One of the advantages of this approach is that it provides customers with a close interaction with the product being promoted and the salesmen. However, this is time consuming and some customers may not be quite welcoming to the salespeople (Sigala, 2010). The use of coupons: this below the line approach to promotion involves handing coupons to prospective purchasers of commodities and offering incentives or discounts to attract customers, especially those who are price-sensitive (Wharton, 2013). Given that such approaches often offer product at reduced prices for a short duration, there is always a risk of reduced sales when the company resumes its original prices (Kumar & Rajan, 2012). Loyalty programs: These are packages that offer rewards to the frequent buyers of commodities due to their loyalty to the retail outlets (Grewal et al., 2011). Such programs are common in the airline industry, where frequent flyers of a given airline numbering a specified number of flights are awarded for their loyalty in different ways, which may also include free flights. These programs are however more ideal for customers with easy accessibility to the company products (Kaser, 2012).A below-the-line campaign for PringlesPringles is a potato and wheat manufactured snack owned and run under the Kellogg Company (Pringles, 2014). Below-the-line advertisement can be used to compliment the current promotional strategies used. One of the below-the-line approaches that can be used to market Pringles is the field promotion or field marketing approach. To effectively implement this promotional strategy, it is vital for the company to recruit salespeople that have the experience and skills needed to enable them convince people they have never met before to choose the Pringles over competing products in the market (Kaser, 2012). Small samples ought to be distributed for free or be sold at a lower price. Considering that the company mainly targets teenagers and students (Gillespie & Hennessey, 2010), it is advisable for the company to use younger salespeople who are more aware of how to approach and appeal to teenagers. The most ideal places that promoters of this product can target are those with high population of teenagers, like schools, colleges or recreational parks. Though this marketing approach provides an excellent avenue for building a relationship between the target customers and the brand, companies have to invest heavily in training salespeople or promoters to enable them deal with customers of diverse tastes and backgrou nds (Sigala, 2010).2. Evaluate other techniques that can also be used in this BTL campaign.Apart from the above below-the-line approach that can be used by Pringles, there are several other methods that may be adopted to boost sales and promote the product. They are examined below. Pringles can use the Intercept method, where trained sales personnel are positioned at retail outlets besides the shelves holding Pringles in retail stores and supermarkets (Stone & Desmond, 2007). Their main role is to persuade incoming buyers into the stores to purchase Pringles by highlighting their advantages over other competing products. Whereas this approach can increase the sales for the company, it has been criticized for causing impulse buying among customers (Pride, 2013). Sponsorship is also an ideal below the line promotional strategy that can be used by Pringles. This is whereby the company supports events and activities through provision of funds and other resources that are valuable to the success of the event (Woisetschlager & Michaelis, 2012). For Pringles, this strategy can be implemented by sponsoring sports for schools and youth concerts. Awareness of the company or products can be increased by ensuring by printing T-Shirts, caps or any other apparel to be worn by those attending the event. Even with this convenience that the strategy offers to customers, it can be quite cost intensive for the company depending on the size or magnitude of the event being sponsored (Lee et al., 2012). This may have an adverse impact on the company’s return on investment. Task 4: Plan Integrated Promotional Strategies1. Follow an appropriate process for the formulation of a budget for this integrated promotional strategyAn integrated promotional strategy refers to an approach to promotion where a company uses different avenues to and tools to increase the awareness of products (Kaser, 2012). This section presents a plan for a promotional strategy that can be used to market Pringles. Even with the current success that it enjoys across the markets that it operates (Gillespie & Hennessey, 2010), there is still a need for the company to penetrate more in the market and further increase its market share. To implement a successful promotional strategy, it is vital for the company to identify the resources or activities that will be involved. After they are identified, the appropriate budgetary allocation will be done to facilitate the strategy (Reynolds & Lancaste, 2013). The avenues that will be used in this promotion strategy are TV commercials, billboards and online advertisement through social media outlets. The budget is summarized as below. Promotional TechniquesBudget allocation TV commercials?1 million Billboards?100,000 Social media promotion YouTube video advertisements?50,000 Facebook?50,000 Twitter?50,000 Total?1.25 million 2&3: Carry out the development of a promotional plan for the Pringles and plan the integration of promotional techniques into the promotional strategy for PringlesThe table above represents the promotional techniques that will be used in the promotion of Pringles. TV commercials will be used by airing advertisements of the product on channels that air programs that are mostly viewed by the company’s target customers, who are teenagers and the youth (Saxena, 2010). The most ideal channels on which to air these advertisements are music or sports channels. Billboards will be effective if they are located in areas that are densely populated and are located close to outlets of the products. With an increasing number of people who have signed up on Facebook and Twitter social networks, advertising products on these sites also increases their visibility among the target audience (Tuten & Solomon, 2012). It also enables the company to actively engage with the customers that it is tar geting. Thus, it will be imperative for Pringles to consider utilizing these avenues for promotion.4. Appropriate techniques for measuring campaign effectivenessThere are different approaches that can be used by companies in measuring the effectiveness of their promotional campaigns. One of these is the amount of feedback from customers. This is usually mainly in form of inquiries through different avenues about the product being marketed (Pride, 2013). When inquiries are high, it means that the advertisement strategy was effective, and vice versa. Another approach that can be used is the estimation of sales prior to and after the launch of the promotional campaign or the return on investment (ROI) (Kaser, 2012). Successful promotional campaigns ought to result in an increase in sales levels of the company and create revenues that surpass the investment that was put in the promotional activity. For social media advertisements, tools such as SentiStrength can be used to assess the re ception of consumers to the advertisements. SentiStrenth is a sentiment measuring tool that evaluates the level of positivity or negativity of short texts that are mainly used in commenting on social media sites (SentiStrength, 2014). Conclusion Advertisement and promotion are vital components of the marketing mix. Some of the roles that they play include increasing of awareness among target customers about a company’s products and attracting new customers. This paper has addressed different issues that relate to this component of marketing. Under the scope of marketing communications, the paper has explained how the communication works process in promotion. It has also discussed how the organisation and regulation of the advertisement industry in the United Kingdom. The concept of below-the-line advertisement and an integrated promotional strategy that can be used to market Pringles have also been presented. For companies that intend to maintain their competitiveness in the market and attract a wide range of customers, it s vital for them to ensure that their promotional strategies are relevant to their target audiences. Whereas this paper has provided an in-depth understanding on the concepts of advertising and prom otion, in future, primary research can be incorporated, with members of the marketing department and a section of its target customers as respondents. References Advertising Standards Authority, 2014. About Regulation. [Online] Available at: http://www.asa.org.uk/About-ASA/About-regulation.aspx [Accessed May 2014]. Cho, S., Huh, J. & Faber, R.J., 2014. The influence of sender trust and advertiser trust on multistage effects of viral advertising. Journal of Advertising, 43(1), pp.100-11. EACA, 2014. About Us. [Online] Available at: http://www.eaca.eu/ [Accessed 31 May 2014]. Farrell, T. & Gordon, R., 2012. Critical social marketing: investigating alcohol marketing in the developing world. Journal of Social Marketing, 2(2), pp.138-56. Friedlein, A., 2014. Six trends in advertising you need to know for 2014. [Online] Available at: http://www.marketingweek.co.uk/opinion/ashley-friedlein/six-trends-in-advertising-you-need-to-know-for-2014/4009135.article [Accessed May 2014]. Gautam, A., 2013. A study on (below the line) promotion strategies of telecom industry in western (Up) circle (India) with special reference to Reliance Communication. European Journal of Business and Management, 5(22), pp.74-79. Gillespie, K. & Hennessey, ?.D., 2010. Global Marketing. Mason: Cengage Learning. Grewal, D. et al., 2011. Innovations in retail pricing and promotions. Journal of Retailing, 87, pp.43-52. Kaser, K., 2012. Advertising and Sales Promotion. Mason, USA: Cengage Learning. Kumar, V. & Rajan, B., 2012. Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40(1), pp.120-36. Lee, D.-C., Hung, L.-M. & Chen, M.-L., 2012. Empirical Study on the Influence among Corporate Sponsorship, Organizational Commitment, Organizational Cohesiveness and Turnover Intention. Journal of Management and Sustainability, 2(2), pp. 43-53 Mishra, P., 2009. Sales Management: Keys to Effective Sales. New Delhi: Global India Publications. O’guinn, T., Allen, C. & Semenik, R., 2011. Advertising and integrated brand promotion. Mason: Cengage Learning. Percy, L. & Rosenbaum-Elliott, R., 2012. Strategic Advertising Management. Oxford: Oxford University press. Persaud, A. & Azhar, I., 2012. Innovative mobile marketing via smartphones: are consumers readyMarketing Intelligence & Planning, 30(4), pp.418-43. Pride, W.M., 2013. Marketing 2014, 17th ed. Mason: Cengage Learning. Pringles, 2014. Products. [Online] Available at: http://www.pringles.co.uk/products [Accessed 31 May 2014]. Reynolds, P. & Lancaste, ?G., 2013. Marketing. New Jersey: Routledge. Saxena, R., 2010. Marketing Management 4E. London: McGraw-Hill Education. SentiStrength, 2014. Sentiment Analysis. [Online] Available at: http://sentistrength.wlv.ac.uk/results.php?text=Luois+Vuitton+have+nice+clothes+but+i+hate+their+prices&submit=Detect+Sentiment [Accessed 19 May 2014]. Seth, S. & Kapoor, K., 2014. Fostering Creativity & Innovation In Marketing Communication through Social Media. The International Journal Of Business & Management, 2(1), pp.19-24. Shimp, T. & Andrews, J.C., 2013. Advertising promotion and other aspects of integrated marketing communications. Mason: Cengage Learning. Sigala, M., 2010. The Handbook of Field Marketing: A Comprehensive Guide to Understanding and Outsourcing Face-to-face Direct Marketing. Journal of Product & Brand Management, 19(1), pp.67-68. Stone, M.A. & Desmond,J ?., 2007. Fundamentals of Marketing. London: Routledge. Tuten, T.L. & Solomon, M.R., 2012. Social Media Marketing. New York: Prentice Hall. Warc, 2014. Promotional Marketing Council. [Online] Available at: http://www.warc.com/ContentandPartners/PromotionalMarketingCouncil.info [Accessed May 2014]. Wharton, C., 2013. Advertising as Culture. Bristol: Intellect. Woisetschlager, D.M. & Michaelis, M., 2012. Sponsorship congruence and brand image: A pre-post event analysis. European Journal of Marketing, 46(3/4), pp.509-23.

A Experiment On Playing Basketball - 1141 Words

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