Jeremiad - Definition and Examples of Literary Devices

Vietnam War and Media Essay - 3088 Words

Media Transformations: Can media help win – or lose – a war? Answer through detailed discussion of coverage in one war since 1945. Introduction: The Vietnam War could be characterized as one of the most controversial incident in America’s history. United States acted paradoxically; they claimed that they protected democracy, they raised an oppressive dictatorial regime in the area of South Vietnam and later the US army was destroying villages in order to protect them (Wiest, 2002). In terms of media, the Vietnam War was the first war, which was extensively televised. Marshall McLuhan, a Canadian communication theorist said: â€Å"Television brought the brutality of war into the comfort of the living room. Vietnam was lost in the living†¦show more content†¦3657600221615 During summer of 1954 France and Vietnam signed the Geneva Peace Accord, which declared the temporary division of Vietnam in two parts: the North Vietnam (under the authority of Ho Chi Minh and communist forces) and the South Vietnam (under the authority of Diem) to the 17th parallel. The new treaty stipulated that the country would hold nati onal elections in order to be reunified the country in 1956. The Secretary of US John Foster Dulles did not support the Geneva Peace Accord, but however he agreed to respect it. He did not want to recognize officially the Chinese Government, and effectively grant power to the communist part. Diem’s regime had turned to be oppressive, corrupted and unpopular, however the US government continued to prop it up, fearing the increase of resistance efforts by the communists in South Vietnam. Ho Chi Minh who was supported by Viet Cong organized the movement against Diem’s regime (SparkNotes Editor, 2005). Lyndon B. Johnson, the American President that succeeded J.F. Kennedy had the following political plan. He planed to maintain the least possible US involvement to the Vietnam War. However, when the Communist Powers attacked the American Navy Ships (situated at the Gulf of Tonkin), he decided to send military forces back to Vietnam. In fact, he sent an overall of 400,000 Amer ican troops in Vietnam by 1966 (Wiest, 2002). In 1968 the North Vietnamese military forces in co-operationShow MoreRelatedThe Media and the Military in the Vietnam War1593 Words   |  6 PagesThe media and Military The War in Vietnam was the first real â€Å"television† war, meaning it was the first conflict where the U.S. military found itself attempting to control a media which was not fully supportive of the country’s involvement. (79) It was also the first â€Å"open† conflict where the media was deployed in force without restriction. (79) The media saw a need to cater to those who opposed the war for the first time. The conflict was taking place in a remote area, and apart from conscriptionRead MoreMedia Coverage On The Vietnam War1549 Words   |  7 PagesThe Vietnam War introduced many new forms of technology on and off of the battlefield. Increased weaponry helped shape the outcome of the war, but media coverage also played a large role in representing the news and opinions of the war. Viet Thanh Nguyen’s The Sympathizer helps illustrate how the media influences and spreads the opinions of the people during the Vietnam War. The war media, which includes newspapers, movies, and most importantly television, caters towards its audience. What the mediaRead MoreMedia Coverage Of The Vietnam War1257 Words   |  6 Pagesin the traditional sense. They fight with audio and video, instead. (Rewrite Hook) This was live coverage of the Vietnam War, a long, bloody, unforgotten, and unappreciated war. Once these horrif ying images were cast onto American screens, United States would find itself covered in ruins. Ruins that would cost years and years to rebuild. (Fix Transition) Media coverage of the Vietnam War ignited a new era of journalism and served as a driving force in the public’s perception of United States involvementRead MoreVietnam War and the Media Essay2813 Words   |  12 Pagesof the ‘guilty media’ thesis in respect of any war of your choice Natasa Perdiou The Vietnam War was the first war that allowed uncensored media coverage resulting in images and accounts of horrific events that served to shape public opinion of the war like nothing that had been seen before. This portrayal by the media led to a separation between the press and the U.S. government, as much of what was reported defied the intentions of government policy. The media has fell blame byRead MoreMass Media and the Vietnam War Essay842 Words   |  4 PagesMass Media and the Vietnam War Many people at the beginning and before the Vietnam War were in confusion on whether going to war was such a good thing; this mainly consisted of the American public. By the time it had reached the peak of the war much of the American public had swung towards being for the war. This was mainly due the mass media at the time, one integral part of the mass media that often swayed public opinion was television, it proved to be such an effectiveRead MoreMedia Coverage in the Vietnam War and the War on Iraq2062 Words   |  9 PagesWinston Churchill. Ideally, the media has a responsibility of making sure that it does not happen. The media plays a crucial role in covering the war in the most objective, bias-free and truthful manner, even if negative stories have to be reported. In this essay, the comparison of media coverage between the Vietnam War and Gulf War II has four areas to cover, which are the freedom of correspondents, embedding, the reliability and quality of the coverage. The media also plays the role of a watchdogRead MoreVietnam War Outcome Influenced by the Media1510 Words   |  7 PagesTerm 3 Paper: The Media and Vietnam War The Vietnam War was a war of mass destruction, leaving Vietnam to become bitterly divided and claiming the many lives of Vietnamese civilians as well as American soldiers. Out of all the wars in American history, the Vietnam War was the first war to be broadly televised and covered by the media. It came to be known as the first â€Å"Television War†. Journalists began to pour into Vietnam from all over the nation, to cover the lives of the American Soldiers asRead More The Impact of the Media on the Vietnam War Essay1710 Words   |  7 PagesThe Impact of the Media on the Vietnam War This essay will discuss to what degree the media can be blamed for the United States’ loss in the Vietnam conflict ending 1975. It will be based predominantly on key written resources on the subject, but it will also contain - by means of an interview - certain first-hand observations from a Vietnam War veteran. For the sake of conciseness, and in order to focus the bulk of the content on the main topic, this essay will make certain assumptionsRead MoreMedia Coverage of the Vietnam War Essay952 Words   |  4 PagesVietnam and the Medias Coverage of It Vietnam is unlike any war ever fought, unlike other war that we fought none before that brought so much controversy as to how it was covered by the media, it forever changed the way we the public looked at war. As technology evolved so did the ability to cover news. In the years prior to Vietnam there was only radio and television was not yet in every household, not to mention there wasnt no color televisions and very few colorRead MoreMedia Affects of the Vietnam War Essay1378 Words   |  6 PagesMedia Affects of the Vietnam War War is truly a horrific event that unfortunately occurs in our world frequently. There are a variety of ethical questions surrounding war, such as how much should citizens know about the fighting? When it comes to reporting the news, it is the goal of the network to report the news first. The benefit to this is people will turn to them first when it comes to breaking stories. However if the news is delivered based on speed and not accuracy this can be harmful

Marketing Communication Equity and Advertising

Question: Discuss about the Marketing Communication for Equity and Advertising. Answer: Introduction Brand is any symbol or feature that distinguishes a product from its competitors(Keller Parameswaran, 2011). Brand power of firms differs because of their marketing activities, image, size and positioning. Dominos Pizza is an international chain of fast food restaurants headquartered in USA. Dominos was founded by Tom Monaghan in 1960. In 2004 it was listed on New York stock exchange(Domino's, 2016). Dominos has a franchise system of operations and operates in 81 countries making it the second largest international pizza chain. Dominos Australia is the Australian based franchise of Dominos. Dominos has a 25% market share in fast food industry in Australia (Domino's, 2016) Therefore it is a very well established brand. Pizza Capers is an Australian fast food chain based in Queensland and has expanded to Singapore but is still small in comparison to Dominos. The firm has 110 stores across Australia and is owned by Retail food Group. The firm has 4% market share(Pizzacapers, 2016). Both Dominos and Pizza Capers exist in the same industry that is fast food. However, they cater to slightly different market segments. While Dominos tries to position itself as a brand which offers Pizza for youth and family entertainment(Domino's, 2016). Pizza Capers focus more on in-house ambiance of the restaurant. Pizza Capers is similar to Dominos as both are now focusing on online ordering and delivery however the brands have different appeal for customers. Brand positioning strategy Positioning is the image that the brand occupies in the mind of the consumer(Gabam, 2015). Firms use various strategies to create a favorable impression on the customers regarding the brand. Creating awareness about product features or using price as an impact creating tool are some of positioning strategies. Delivery process and product experience can also be used as positioning strategies(Temporal, 2011). Dominos Pizza focuses on product quality, variety in flavors and product experience as the major positioning strategies. Family and youth enjoyment is also a major ploy through which the firm tries to create a favorable impression in the customer mind(Domino's, 2016). Dominos through its marketing activities has been successful in associating family entertainment with its Pizza. Convenience of takeaways and delivery is also a positioning strategy which has endeared Dominos pizza as a top brand worldwide. On the other hand, Pizza Capers is a smaller brand in comparison. However, they have also used positioning strategy to acquire a part of the market share. Delivery and product quality is used as the main positioning strategy. Pizza Capers tries to ensure product quality. Therefore, their promotional strategy focuses on on-time delivery. Pricing is also a main positioning strategy. They have kept the prices lower than the top brands to attract customers. Therefore, Dominos and Pizza Capers are similar in positioning strategy in terms of delivery however, different in terms of pricing. Brand Identity Brand identity is the perception of the customers about the brand or the way the brand wants itself to be identified(Wheeler, 2010). Elements of brand identity are Logo, name, tagline etc. Companies create brand identity to convey the value association that the brand is trying to create for the customer(Dahlen, 2014). Brand identity displays the impression that the firm generates in the customer mind through various cues like its logo. Dominos is an international brand. The red and blue logo of Dominos used worldwide is very recognisable. Fast delivery and hot pizza are associated with its tagline.(Domino's, 2016) The firm uses marketing communication and advertising to convey its message. Dominos also uses cartoon characters to create an identity of family enjoyment (Domino's, 2016). Additionally, the colour red and blue are attractive to children. Therefore, Dominos has a clear and strong brand identity Pizza Capers is a smaller brand. However, it also has a very strong and identifiable logo with its name written in bold letter. The colour is white and brown which may not be as attractive to youth and children as red and blue of Dominos. Pizza Capers focuses on home delivery as a tagline(Pizzacapers, 2016). Though people associate the brand with quality product delivery the firms brand identity has not yet become as deep rooted in the customer mind as Dominos. The firm has successfully achieved brand recognition with in clusters but it has to use more highlighted identification cues to become more recognisable. Leveraging of the Brand Equity Brand equity is a term used for the value of a brand(Aaker, 2013). It can also be understood as the value which customer associates with a product. If customers associate quality with the name of a product then that product is said to have high brand equity(Aaker, 2013). Additionally, people also tend to trust a well-known brand as compared to a lesser known brand because of its equity. Dominos is an international brand of long standing(Domino's, 2016). The fact that its the second largest Pizza chain in the world gives it huge brand equity. People trust the brand. Dominos has been able to leverage its brand name to a very great extent. The firm has been able to price its product higher(Domino's, 2016). It has been able to convince the customer about quality, enjoyment and health quotient of the pizza. Therefore, Dominos due to its international status has been able to enjoy greater revenues because of its brand name. Pizza Caper is relatively a very small brand(Pizzacapers, 2016). However, it has been able to create a niche for itself. People do associate it as an alternative to major brand names. Firm has not been as successful, as Dominos to leverage its brand name as it will not be able to sell the products at a higher price. However, slowly the brand is being recognised internationally as well which is leading to more trust of customers which may help to enhance brand equity in future. Brand Touch points The points of interaction of customer with the brand are known as brand touch points(Yohn, 2013). Touch point can be customer service, website, social media or marketing communication tools like word of mouth or advertising(Kautish, 2013).These touch points are important because they help the customer in comparing their existing knowledge of the brand with their previous knowledge. Dominos has various touch points for customer interaction(Domino's, 2016). The most important is its highly supportive customer service and website for online delivery. Dominos has managed to give proper training to customer service staff so that they give impression of care, support and quality product delivery to the customer(Domino's, 2016). Additionally, the delivery process is managed to create customer convenience. The website is another touch pony where customer can select menu and order. This is manged by expert employees and IT management teams. The touch points help in supporting the brand image of quality product and timely product delivery. Pizza Capers also has website as the most important touch point(Pizzacapers, 2016). The focus of the firm is on online ordering. Therefore, the website supplies knowledge about the menu and prices. The firm manages it through expert employees trained to handle customer queries and manage IT systems. As Dominos is a bigger firm it is able to give better training to its staff therefore, it is able to handle the touch points in a better way. Website management of Dominos is better as it is more attractive and creates greater customer convenience. Customer Buying Pathways and Involvement Buyer decision making process is based on attitude, feeling and belief. If the consumer exhibits a positive attitude for a brand he may make the decision to purchase it(Keller Parameswaran, 2011). Attitude and consumer buyer pathway can be created through affective component which is governed by emotions or cognitive component where the consumer evaluates the brand rationally(Gabam, 2015). Sequence and path of purchase decision varies based on whether the attitude is motivated by emotions or by cognition(Gabam, 2015). If the attitude towards the brand is cognitive the consumer will first think about it, develop feelings and act accordingly. However, if it is emotional then they will develop feelings, act upon the feelings and then think about it. Dominos is a brand with a very long standing reputation. If it comes out with a new product, due to its brand equity the customers may take the emotional path. The may feel good about the new product, act to purchase and then think whether it was the right decision. On the other hand, Pizza Capers is a smaller brand in comparison; hence if they come out with a new product, customers may take cognitive path. They may think about it then develop feelings and then act to purchase it. Therefore, path taken for both brands may differ. Fast food and pizza offered by both brands are low involvement products as they are frequently purchases products(Gabam, 2015). However, comparatively as Dominos is a more reputed brand the involvement of the whole family in choice of flavour might be more. Conclusion Branding helps in distinguishing a company from its competitors. Dominos has long standing brand name due to which it is ahead among its competitors, However, Pizza Capers is also making a name for itself and adequate image building can enhance its brand value. References Aaker, D. A., 2012. Building Strong Brands. New York: Simon and Schuste. Aaker, D. A., 2013. Brand Equity Advertising: Advertising's Role in Building Strong Brands. sussex: Psychology Press. Brown, S., 2016. Brands and Branding. London: SAGE Publications. Dahlen, M., 2014. Marketing Communications: A Brand Narrative Approach. Melbourne: John Wiley Sons. Domino's, 2016. Home. [Online] Avail able at: https://www.dominos.com .au/[Accessed 10 Dec 2016]. Gabam, J., 2015. Brand Psychology: Consumer Perceptions, Corporate Reputations. London: Kogan Page Publishers. Kautish, P., 2013. An Analytical Study on Perspectives of Brand Awareness and Its Impact Upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organization. Norderstedt: GRIN Verlag. Keller, K. L. Parameswaran, J. I., 2011. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Delhi: Pearson Education India. OGuinn, T., 2011. Advertising and Integrated Brand Promotion. London: Cengage Learning. Pizzacapers, 2016. Home. [Online] Avail able at: https://www.pizzacapers.com. au[Accessed 10 Decemebr 2016]. Rosenbaum-Elliot, R., 2015. Strategic Brand Management. Oxford: Oxford University Press. Temporal, P., 2011. Advanced Brand Management: Managing Brands in a Changing World. New Jeresey: John Wiley Sons. Wheeler, A., 2010. Designing Brand Identity: An Essential Guide for the Whole Branding Team. New Jersey: John Wiley Sons. Yohn, D. L., 2013. What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest. New Jesrsey: John Wiley Sons.

The Growth in the Use of Social Media free essay sample

The growth in the use of social media has changed the relationship between marketers and customers of brands. Some suggest that marketers have lost control over their brands, and now have to participate in a ‘‘conversation’’ about the brand (Deighton and Kornfeld, 2009). Critically discuss how social media affects consumer behaviour in the 21st century and the challenges and opportunities that social media present for the marketing of products and services. Real world examples should be used to illustrate your assessment (examples can be taken from any country and any product/service). â€Å"With over 500million users, if Facebook was a country it would be the third biggest in the world†. Social media is changing the world we live in and the way in which we communicate in it. Social media is an enhancement of regular media such as newspapers and television commercials. In terms of Web 2. 0 it is giving people information but through interaction and also allowing you to communicate back. We will write a custom essay sample on The Growth in the Use of Social Media or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Media is no longer selling a product to a customer but having a two way conversation about it, as discussed by Deighton and Kornfeld. Social media websites include; Social Bookmarking, Social News, Wikis, Social Photo and Video Sharing and the most popular being Social Networking Sites. 22% of all time spent online is spent on social media sites, and although many may see it just as a time filler, it does offers an abundance of opportunities to organizations, mainly because of its global reach. However we must remember that social media is giving consumers a voice, which could affect an organisation positively but also negatively. A Consumer research showed that â€Å"individuals give greater consideration to advice and information shared online, spending more time with websites that provide third-party evaluations† (Huang et al. 2009), therefore it is essential that organisations have good feedback on social media sites because the consequences of gaining a bad reputation online can destroy them. In this essay I aim to critically discuss how social media affects consumer behaviour in the 21st century and the challenges and opportunities that social media present for the marketing of products and services. I will be using a wide range of resources and real world examples to aid me in this discussion. â€Å"Consumer behaviour is about human responses in a commercial world: how and why people buy and use products, how they react to prices, advertising and other promotional tools† (East 1997). Understanding consumer behaviour can be of benefit in particular to marketing managers. They can try and understand consumers needs/wants and what motivates the individual to purchase a particular product, because essentially a company’s main goal is to sell its product or service and the more information they can gather about consumers the more they can tailor their products accordingly. A Brand is a consumers feeling towards a certain product service or organisation, and with the growth in social media a feeling that can be spread quickly. Marketers need to realise this and do their upmost to ensure that consumers are satisfied with the brand. Motivation is a large aspect of consumer behaviour and can be described as â€Å"the driving force within individuals that moves them to take particular action† Consumers strive for a state of equilibrium and motivation is what forces us to gain a balance between physiological needs such a hunger and social and psychological needs. Although marketing does not create needs, it is able to remind us of them at the right time. Marketing encourages us to want a brand by associating it with the satisfaction of a need. Every consumer has a different need that marketers strive to meet. Social media allows organisations to track and follow consumers to have a better understanding of these. Examples of theories behind needs and motivation include Maslow’s hierarchy of needs (see appendix 1) which identifies needs such as safety and social, The Freudian Theory of Motivation which assess the ID and Superego, and the most recent Memetics which is a theory of how humans imitate each other’s behaviour. Social media can use these to customise products and services. Marketers need to understand what people buy, why people buy, and how they buy it. They need to understand the decision making process involved and why consumers chose one product/services over another. The sequential model of marketing can help do this. The model looks at post purchase, action, attitude, learning, perception, attention and exposure. Social media can make exposure much easier as they can target specific target markets and niche groups. Exposing an organisation also has much lower costs in comparison to a TV advert which can cost up to ? Associating a brand with a celebrity is one route that organisations use; social media can take this to the next level. Very recently we saw celebrities including footballer Rio Ferdinand and boxer Amir Kahn tweeting and uploading pictures of them eating a Snickers bar. Snickers confirmed that they had paid 5 celebrities to tweet about the chocolate bar. Organisations try and change consumer’s attitudes through advertising. Due to social media and consumers ability to discuss products much easier it is increasingly difficult for organisations to do this. Social media has definitely affected consumer behaviour, but is it as dramatic as a number of researchers think? Earlier, if you were happy or unhappy with a brand, there wasnt any platform to discuss it so openly. There were limited avenues. Even for brands, connecting with consumers was never as easy as it is today, says Saloni Nangia, vice president at management consulting firm Technopak Advisors . Consumers did not have many other sources of information and would have to rely on information given to them by the company or through word of mouth (WOM). Now this task is much easier with the help of e-WOM including comparison sites, review sites such as Trip Advisor, Blogs and Social Networking sites. Consequences of this are that consumers are having a lot more control in terms of negotiation with price, customization and personalisation. Consumers have a lot more power than they once did and organisations need to be savvy in order to fulfil the customer’s needs and wants. The effect of social media has resulted in a shift in power from companies to customers. There are four power shifts which are used to describe this change; The Age of the Social Collective, The Age of Transparency, The Age of Criticism, and The Age of Parody (Fournier. 2011). These power shifts demonstrate how consumers are gaining a competitive edge over organisations but also how organisations can use this information to help overcome these challenges. The Age of the Social Collectiveness describes the way in which consumers are like a community but also how organisations will be able to brand via the consumer. A Nutella fan began a Facebook page for the company which went on to be the third most visited page in 2009. Nutella demonstrated a ‘hands off’ approach and gave control to the consumers. Skittles advanced the notion of branding via the consumer collective by having a live consumer generated feed of captions from both Twitter and Facebook. The Age of Transparency The convenience and ease of accessing information are two of the best qualities of the internet. From an organisations perspective they cannot hide anything as scandals can spread at an extremely fast rate. Transparency is a powerful anti-corruption tool, and online social media facilitates this transparency. The damage caused by information coming to head can be long and strong; Enron became the brunt of transparency when they were discovered via social media that they had been lying about their profits. The Age of Criticism – Negative feedback is of great concern to organisations in particular online due to the amount of people that are able to see it, this has allowed consumers to become increasingly more critical about brands. Blogging makes criticising easier and social networking allows the news to travel quickly. United Airlines learned this lesson when staff damaged the guitar of a little-known country singer, prompting him to produce a series of disparaging â€Å"United Breaks Guitars† music videos that promptly generated over 10 million YouTube views (Deighton amp; Kornfeld, 2010; Reynolds, 2009). Negative critique can also turn a business successful if the correct changes are done, and positive feedback can shoot organisations into success. The Age of Parody – Marketing via social media allows companies to push boundaries. Spoofing and having the ability to mock your business can be the gateway to success. Viral Marketing is another opportunity for organisations to reach consumers; Old Spice saw their sales double following their YouTube Campaign. Consumers like to relate to products and services and organisations can use this in their favour by playing with emotions such as Mastercards ‘priceless’ slogan. Organisations who decide to use parody are faced with challenges from hypercritical consumers who try to humiliate organisations and cut them away from their values; one of the biggest factors of motivation in consumer behaviour. One of Sean McDonald’s six guiding truths of social media â€Å"marketing has always been about conversations, but the mediums did not always support it. † (Texas Magazine; Spring/Summer2010, p4-4, 3/4p, 1 Color Photograph) What motivates consumers to buy a product? Motivation. Reference groups have a huge impact on what consumers purchase. In a 2009 article, The Economist reported that contemporary consumers use social media to help make purchases because they rely on â€Å"recommendations from friends† (The Economist, 2009). Ability to target specific niche markets. Viral marketing. Blogs are potentially the most attractive marketing technique with 29 percent of Internet users having blogged about a product or brand according to a report by Universal-McCann (2009). Crowd sourcing, getting information directly from consumers, getting the public to create adverts ect. digital dialogue, citizen marketing, brand democratization.