Research Paper on The Evolution of Sexuality Essay Example

Marketing Essay Example | Topics and Well Written Essays - 1000 words - 9

Promoting - Essay Example I feel so enthusiastic about the motorbike especially considering the shape which nearly takes after the cheetah’s speed. The motorbike just appears to be agreeable and charming to any rider who adores brandishing. The Ducati beast would not be accepted by any individual who cherishes sports particularly in view of its novel game nature. What intrigues me more than anything is the styling of the motorbike which gives a happy with feeling when the rider is uncovered outside. The stunning shade of the motorbike would really stand out of everybody who loves hues regardless of whether the individual doesn't cherish motorbikes. The Ducati Monster motorbike causes me to have a genuine regular taste of a creature ride along these lines inciting me to feel like it is really a way of life I ought to embrace. The Ducati Monster motorbike appear to be the quickest motorbike from the ad and this causes me to love it significantly more since I can ride quicker than vehicles. The motorbike shape which seems as though the Cheetah’s shape makes it look entirely adaptable particularly while moving past numerous vehicles. Motorbikes regularly give me opportunity and happiness I love all the more so when I bring things into center while riding. I think that its pleasant to see nature around and welcome the excellence of everything around me while riding. While on the motorbike, I truly feel in charge of nearly everything around me. ... This shoe can truly move and impart a great deal of data to the crowd. The green shade of the shoe essentially makes it look regular and nature amicable. The shading makes it look exceptionally cool and agreeable to the wearer. The commercial is clear and the compositions are too enormous to be dodged. I love the shoes since they are entirely agreeable particularly while playing. I do value sports so a lot and any sportswear especially from Nike Company. The organization has a record of making probably the best brands of shoes and I am one of its reliable clients. Partner me with Nike Inc. is a decent encounter and benefit to me. I love being viewed as somebody in the high status and that is actually what I get from the shoes. These shoes’ comfort that is gotten from their structure and material used to fabricate it might truly improve an athlete’s execution and lessen foot injury. These shoes are entirely adaptable and basic therefore empowering adaptable execution as toes will have the option to stretch and fasten. The TOMS promotion doesn't intrigue me however I have a companion called Sam who truly adores a la mode shoes. The person is only wild about style. He would consistently need to coordinate the shoes with his garments. He truly appreciates going out with companions while in the most stylish trend shoes or garments. Sam adores acknowledgment while in the gathering especially on the off chance that somebody would simply value his clothing types. He is a person who can take even 30 minutes pondering what to wear for an event or on an end of the week. These shoes are actually the best fit for Sam and I have seen him with a couple of sets of these sorts. The shoes really coordinate his easygoing wears, for example, pants and cloth pants. The ad by TOMS can

How to Become an Information Broker

How to Become an Information Broker If you have a passion for research and finding out new information, you could turn it into a viable career as an information broker. You see, information is considered a valuable strategic resource by many businesses.As a matter of fact, according to Smarter with Gartner, 10% of organizations will have a highly profitable business based only on commercializing information by 2020.With the right information at the right time, businesses can easily get a leg up on the market or on their competition.As an information broker, you have the opportunity to use your research skills for individuals and businesses who are looking for specific information.From businesses and PR firms to non-profit organizations and legal firms, everyone has a demand for data, but few have the time or the interest to sit down and sift through hundreds of articles and pieces of information.Information brokers speed up this process by doing all the research and analysis for clients in order to deliver a more conci se answer to their question or need.All that being said, businesses are more than willing to pay for research and data collection, making information brokerage a lucrative career opportunity.If you are interested in taking on this career journey, we highly suggest you read on.WHAT IS AN INFORMATION BROKER?An information broker or IB is a type of information or data agent. An information broker is responsible for tracking down and locating information that client or business might need.However, specificity is a necessity for information brokers.The information they gather must be specific and relevant to the client. In addition, an IB analyzes, organizes, and delivers the information in an efficient and meaningful manner.An information broker can be a specialist in any subject, such as marketing research, statistics, or scientific data. In a business environment, an information broker could be key in researching competitors in industries.Information brokers can assist companies in pe rforming background research in a new product concept or learn about other companies producing similar products. They can also do patent research as well as comparative price research.IBs are valuable in feeling out the different facets of a market or industry to give their clients the information they need to put their best foot forward.IBs also do not have to work strictly in a business environment. An information broker is also useful to non-profit organizations, who may need guidance on how to apply for grant funding. Another common focus of an information broker is in real estate title searches.In general, if you have a natural proclivity and passion for research, you might find yourself fit to be an information broker.The process of researching, refining the results, and filtering through hundreds and hundreds of pages of information can be tiresome for many people.And with research being the basis of being and IB, you really should enjoy research. However, a passion for resea rch is just the start.There are a few more common traits and abilities that all skilled, successful information brokers should have.A skilled information broker should have excellent computer operating abilities. An information broker should exhibit top-notch typing skills as well as good spelling and writing abilities.Next, an information broker should be self-motivated. Being an information broker is nearly an individually-based job. This means that an IB is responsible for a project from beginning to end.They must be capable of defining project goals, outlining the research plan and following through with it. Clients will not just want ideas. They want to see IBs as proactive workers who fully embrace a project.Now that you have a better grasp of what defines an information broker, let’s talk about how you can become an information broker.10 STEPS TO BECOMING AN INFORMATION BROKER1.  Decide What Type of Information Services You Will ProvideThe very first step to becoming an inf ormation broker is to decide your specialty. Like we mentioned above, an information broker can service a variety of subjects depending on what that individual company needs.They might need patent information, marketing or financial statistics, information about competitor’s products, and more.However, like we said, business is not the only place you can exercise your skills as an information broker. Non-profit organizations, medical research, realty and legal firms all have a use for an information broker.As such, identify where your particular passion lies.Make sure you pick an area where you know you can consistently deliver good results.2. Use A Reliable Computer SoftwareIf you are planning to establish yourself as an independent information broker, the second thing you have to take into consideration are your tools.As a self-employed information broker, it is likely that you are working remotely.This means that you have to consider your computer, software, and workspace very carefully.So let’s talk about what you need for a productive but low-cost workspace.In particular, if you are using primarily online databases, you would need a fast-reliable internet service.Having the internet cut in and out while you are working does not bode well for trying to deliver quality work in a timely manner.Additionally, you need to ensure your computer can process heavy amounts of information and research.All that being said, do take the time to update your computer system or even purchase a new one before diving into this profession.It is for your own benefit that a bad internet service or slow computer does not impede your research projects.3. Find the Research Source That Will Serve YouThe next step is to identify your main databases and information services. There are many online databases that gather information on a wide variety of subjects.You want to make sure you locate the database or information service that relates to your field of research.Some leading research databases are EBSCO, LexisNexis, the Educational Resources Information Services, and Westlaw. These are good places to start but do not limit your search. The more resources the better.For more online database options, check out this comprehensive list from Scribendi. 4. Subscribe to Online Databases Related to Your ResearchOnce you have found the online databases that are most relevant to your research specialty, subscribe to a few of them. Most of them will charge before allowing you access.While this might look like a bit of a downside, just remember that these databases are a massive source of valid information that can only improve your research project.Moreover, if you are worried about the cost, remember that once you start building a clientele list, the cost of the databases won’t be as major.For tips on quick database research, check out this video. 5. Supplement Your Research by Talking to People in the IndustryIn addition to making sure your research is well-in formed by multiple resources, you want to ensure that it is also up to date.In other words, you do not want to give information that is old or regurgitated to your clientele even if that information is well-researched.One of the things that can make you stand out to clients is your ability to share something new and meaningful.As such, it is important to keep up a strong professional network.Not only do you want to stay in contact with people who know the industry or your specific subject matter very well, but those connections may introduce more viable clientele to you and expand your business.If you have yet to build that professional network, now is the time to step up and make those connections. It may take some time, especially as a freelancer.However, given time, you will have built up that trust that will have people coming back to you for information.One great place to start is LinkedIn. This social media app is ripe with more than enough opportunities to connect with people .According to Kinsta, 122 million people received an interview through LinkedIn. 35. 5 million were hired via LinkedIn. Now, imagine your luck with creating your professional network if you get on LinkedIn.For more tips on business networking, check out this video by Andrew LaCivita. 6. Time to Market Yourself Now that you have established your information sources, it is time to market yourself. Like any great business, the crux of a successful business is a persistent marketing effort.In particular, that effort should be directed towards establishing a strong, consistent client base.First, look for professional or trade organizations in your particular industry, such as AIIP or the local Chamber of Commerce. Join them and start marketing your services there.You might offer a free seminar or webinar to the organization members. You may even gain access to their client list simply by being connected to the organization in the first place.Try to attend local networking events and con nect with key figures in your industry.Additionally, try to improve your industry reputation by sharing your knowledge in other forms. Try writing articles for the local newspapers or even try to guest write a blog post for famous blogger who specializes in your subject.Another marketing effort you can make is to create your own website. This is an effective way to detail your services and provide contact information.Also, with the permission of your clients, you can share their success stories or things you discovered through your projects with them. Additionally, fill your website with consistent branding and fun visuals.According to Forbes, 38% of users will leave a website if the layout is unattractive.This will show your positive following and start building up your reputation.You can also gather clients using freelance websites or platforms, like Upwork.Additionally, freelance platforms do all the searching for you so all you have to do is connect with them and offer your serv ices.One thing you should not do in an effort to market yourself is trying to ask for a favor or a job offer in exchange for your work.Even if you are interested in a job outside of information brokerage, you do not want to share that with potential clients.This downplays the quality of your work to your client, making them perceive your research just as an in to get a job. It also suggests you do not fully stand behind your work.For more tips on how to market yourself, check out this video by Roberto Blake. 7. Provide High-Quality ServiceGreat, you have a list of clients at the ready.So, what’s next? Now, it is time to put your skills to work. You might have a good client list, but delivering quality work and top notch customer service is what will keep them coming back for more.As such, that should be your goal: delivering the best quality work you possibly can. Focus on delivering good work at a competitive price.In addition, if you can deliver your work in a timely manner, you r clients will be more inclined to share your work with other people.8. Expand with More PersonnelIdeally, the more quality work you do as a self-employed information broker, you are likely to see your client list grows.However, there may come a moment when the client list is too big for you to handle on your own.This is where hiring personnel can be a great idea for multiple reasons.First, the most obvious reason is that you do not have to spread yourself too thin.As much as we all would like to say that we can multitask and take on many projects, we can’t. Having those extra hands can ensure you can take on more projects without sacrificing quality work.Secondly, hiring more personnel means you can diversify your specialties.Say you work primarily on marketing research, but you have some clients who are asking about financial research.Instead of turning them away because that is not your specialty, you can find a member of your personnel who specialized in finances to work on th e project.That way you can service more people than before.Lastly, if you do not intend to expand your subject specialty, hiring more personnel means you gain more insight to a subject.Remember, you do not know everything about a subject.Having those extra eyes on projects can provide more insight than if you worked on the projects alone.Before you hire more employees, check out this list of things you should consider first. 9. Use a Journal or Network Management System to Stay on TrackIn addition to hiring more personnel, you have to make an effort to keep all your on-going and future projects organized. To do that, you should keep a journal or a network management system to track projects.This way, it is much easier for you to stay on track with multiple projects happening at once. Additionally, it can serve as a reminder for your research project if you should get off course or off schedule.Moreover, having all your information written down somewhere can spare you the embarrassme nt of either getting research or client information wrong.Check out this list of the most popular network management systems. 10. Be Cautious When Sharing Private or Proprietary InformationLastly, one of the most important things you have to be mindful of as an information broker are privacy concerns when it comes to handling data.Just as you must pay close attention to delivering quality results, you must also understand the legal and ethical obligations you have when handling personal information.As such, you must exercise extreme caution when handling private or proprietary information.You can receive information that was attained in a legal manner but was used in an illegal way. You could easily get roped into a violation of privacy rules and regulations.It is also important to understand that despite how small the information broker industry is, it is not an invisible industry.As the world becomes more concerned with privacy, information brokers are only moving closer to the sp otlight.That being said, take the time to learn about the legalities behind information brokerage before you sign on to anything.Once you sign onto projects, be sure to pay attention to developments in privacy concerns by attending professional development courses or just keeping up with the news.Not paying attention to your legal and ethical obligations could easily put you in the doghouse with many of your clients. It won’t matter that you do high-quality work if they do not believe there is integrity behind your work.For more about managing privacy concerns between brokers and businesses, check out this article. THE ADVANTAGES OF BEING AN INFORMATION BROKEROne great advantage of being an information broker is that you do not need any special education. There is no official degree to be an IB.Although, there are many IBs who received a bachelor’s degree in business to get a better grasp of business and marketing strategies, since the business is the biggest market for IBs.On t he other hand, if you do want a bit of training, professional associations like the AIIP offer basic training courses to get you started on the information broker path.Otherwise, most IBs enter medical research, PR firms, or law firms and others simply because they answer the need for a research specialist.Secondly, starting an information broker business typically has low-startup costs. You can start up your business for as low as $5,000 or as high as $20,000, depending on your services and equipment costs.Typically, the initial costs are usually basic office supplies, especially if you are working from home.At the start of your information brokerage business, you are likely spending your money on your computer, printers, scanners, internet connection and general office furniture.If you are an on-the-go business, you might also consider investing in tablets, which are easier to tote around than a laptop.Majority of your startup costs will go towards database subscriptions, which ar e a major source of valuable information when it comes to research.Many subscriptions can be yearly or monthly, but there are some that are on an hourly basis. In the latter case, you have to be efficient at using the database to find the information you need so the cost is low.Otherwise, if you really look at it, the startup cost remains quite low. If anything, when it comes to the office supply expenses, keep an eye out for deals. Also, limit your spending at the start and purchase equipment as you go.The ability to be self-employed is also a great advantage for an information broker. As a self-employed information broker, you can have control over your paycheck, meaning you have more control over your financial stability.As a matter of fact, according to Slash Workers, 77% of freelancers discovered they were more financially stable after going freelance.You can determine your base pay and change it as you see fit as you gain more skills over time. If you are not sure how to figur e out your pricing, we can help you!You can decide your own hours, including vacations and sick days.Moreover, self-employment means you are your own boss. In this way, you can also control your workload and number of clients.THE DISADVANTAGES OF BEING AN INFORMATION BROKERWhile there are many advantages to being a self-employed information broker, there are also some disadvantages to take into consideration.First, freelance work comes with calculated risks. As a self-employed worker, you are not always guaranteed success.It is likely that you will struggle with receiving enough income while you build your client list. As such, if you are not comfortable with handling the uncertainty of freelance work, this might not be for you.Secondly, as a self-employed information broker, you are in charge of purchasing your own health insurance.In general, you won’t have the benefits of working for an organization, like bonuses or paid leaves.Third, you will find that your work-life balance m ight be unsteady. With freelance, time is money.The fear of missing out on opportunities to earn more money can drive you to focus only on work.As such, before you start in as an independent information broker or freelancer, establish rules with yourself to maintain a healthy work-life balance.For more tips on how to spend your time away from your work, check out this article by us. CONCLUSIONFrom the surface, being an information broker is quite simple. In some ways, you can compare it to being back at university, trying to do research for a term paper.However, the reality is being an information broker is no small feat.With multiple businesses and clients relying on you and the general risks of freelancing, being an information broker is probably not for everyone.However, for those with the will power and the desire to grow an independent business and learn, becoming an information broker is a perfect way to turn your passion into a career.In particular, as the world seems to move more and more toward being a world full of freelancers, being an information broker presents a wide variety of opportunities for a wide variety of interests.Remember, while businesses seem to thrive the most off of information brokers, information can be precious resource to everybody. It is just a matter of finding your niche, getting connected and putting your skills to good use.Hopefully, this article was helpful in showing you the different facets of being an information broker and how it can be a viable career choice. What do you think about information brokers?Do you have a niche interest that could be made into an information brokerage business?Tell us what you think!

Presidential Commission for Education Reform (Pcer 2000)

PCER emerges with nine doable reform proposals After 13 grueling months of extensive review of past education studies and plans, specifically the EDCOM, the Medium Term Philippine Development Plan (MTPDP 1999-2004), Philippines Education Sector Study (1998) and `Education for All Assessments (EFA 2000), among others; marathon meetings and workshops; and consultations with key persons in the system, the Presidential Commission on Educational Reform (PCER) has identified nine (9) recommendations, seen as ripe for reform. The reform proposals were formulated based on the clustered priority areas of concern as specified in Executive Order 46 dated 07 December 1998, later on conflated into six (6), as follows: financing;†¦show more content†¦Review of enabling instruments and charters of PHEIs to address all technical inconsistencies and serve as basis for proposed legislation; f. Development of a model for the rationalization of PHEIs that accounts for best practices i n other countries; g. Formulation of a strategic action and investment plan for the restructuring of PHEIs; and h. Review of the PHEI system of governance and the re-engineering of the CHED into an authority for strategic development; of empowering CHED further. i. Supervision and monitoring of the proposed reorientation of the premises for financing higher education, as contained in the proposal following this one. 4. Introduce the proposed scheme for reorienting the premises for financing higher education as contained in the following proposal, including a fixed budget for personnel services and operating expenses from DBM, increasing the budget for student assistance from DBM, and schemes for increasing revenue, including the raising of tuition fees. Monitor, adjust and amend the scheme, learning from the experience of its implementation. 5. Finalize a rationalization plan for public higher education. Establish within it the guidelines for the creation, conversion, expansion, privatization, merging, or phasing out of State Universities and Colleges. 6. Submit plan and guidelines to the President and to Congress for appropriate executive and legislative action. 7. Upon approval ofShow MoreRelatedCurriculum Evaluation1985 Words   |  8 Pages2. 1959 Swanson Survey 3. 1969 Presidential Commission to Survey Philippine Education (PCSPE) 4. 1976 Survey of Outcomes of Elementary Education (SOUTELE) 5. 1982 Household and School Matching Survey 6. 1991 Congressional Commission on Education (EDCOM) 7. 1991 National Evaluation and Impact Study of PRODED MONROE SURVEY 1. Administrative organization and supervision 2. Elementary education 3. Secondary Education 4. Higher Education 5. Teacher education and training 6. Language of instruction

Energy Drinks Are Not Necessarily a Good Option - 1024 Words

Introduction: In the past few years, according to Diana Koelliker from Telluride Medical , a number of energy drinks have entered the market to provide all of us with a quick boost of energy, easily. These drinks usually contain high levels of caffeine and other additives that act as stimulants. Sometimes we need the extra pick me up to get us through the rest of the day or to help us stay awake while studying for an exam. So, what better way to do that then to grab a Red Bull or a Monster? Well studies have shown that energy drinks just may not be our best option. Transition: Because they have so much extra sugar and additives, energy drinks can cause more problems to our bodies than it’s actually worth. 1st point: Brown†¦show more content†¦A lawsuit in San Francisco city was filed May 6, 2013 claiming the Monster caffeine levels can lead to elevated blood pressure, seizures and cardiac arrest. In October 2012, the parents also sued Monster after their daughter went into cardiac arrest and died after drinking two 24- ounce cans of Monster Energy drinks in less than 24 hours. Transition: Now that we know that energy drinks can be harmful, I will explain a few healthier alternatives from Andrea Thyrring we can choose from. â€Å"A cup of coffee, believe it or not, is a safer bet. Other drinks that can give us a boost are fruit juiced, sports drinks and even water. Dehydration can lead to fatigue, so we need to be sure to get at least eight cups of water per day to help keep our bodies going. Also, getting a healthy amout of whole grain and fruit- based carbohydrates can give our bodies energy. Snacking on fresh and dried fruits, veggies and whole grain cereals or bread are just a few options. Starting the day with a cup of yogurt, an apple and a hand full of granola can get you up and running after a long night.† Conclusion: There are many reason we like to go to energy drinks including their taste and their energy boost they give us. We should really think about what they do to our bodies, and consider an alternative to keep us going. Studies have shown that coffee may actually have some health benefits like lowering the risk of diabetes, boosting energy, and decreasing the risk ofShow MoreRelatedSupply and Deman Analysis for Red Bull1235 Words   |  5 PagesSupply Analysis Red bull is an energy drink composed by caffeine, taurine, glucoronolactone, B group vitamins, sucrose and glucose and alpine spring water. Thanks to this unique combination of ingredients, Red Bull vitalizes body and mind. This drink is originally from Australia where it is produced and distributed in over twenty countries including USA, Mexico, New Zealand, South Africa and Eastern and Western Europe. Finding the right target group for this drink is almost impossible, becauseRead MoreShould We Eat Healthier?1183 Words   |  5 Pagesnight. These all have serious repercussions that can affect our energy and stress levels, as well as lead to illness. Having a busy schedule doesn’t mean we should abandon better eating habits. It just requires a little knowledge, organization, and the will power to eat healthy. The first rule of thumb is to never skip breakfast because it is the most important meal of the day. Eating a full breakfast will provide you with the energy you need to get you through the day, helping you concentrate onRead MoreThe New Oil By Jeneen Interlandi And Ryan Tracy1571 Words   |  7 PagesWater is essential to life, scientific fact, not debatable (Tracy). More than half of all Americans drink bottled water; about a third of the public consumes it regularly (Olsen). Many drink or buy bottled water simply because they believe it is of better quality, cleaner, and better tasting. On the contrary, several individuals do not know the cons of drinking bottled water. Today, there are many misconceptions and myths about bottled water. Many people are uneducated about what goes into our bottlesRead MoreAnalyzing Woolf ´s View on Wealth and a Room of One ´s Own is Necessary to Become a Good Writer981 Words   |  4 Pagesopportunities to succeed and the chance to express the mselves. Woolf believes , that wealth and a room of ones own is necessary in order to attain intellectual freedom is incorrect and misleading as it does not take into consideration education, having a good self esteem, access to all resources, not having domestic hindrances. These all inclusive of having wealth is essential for a writer to flourish. The access to all opportunities especially literature is essential to attain intellectual freedom asRead MoreLaws 310 Course Project1187 Words   |  5 PagesRegulations 4 State Regulations 4 U.S. Energy Needs 5 Conclusion 5 Referrence Page 6 â€Æ' Hydraulic Fracturing What is hydraulic fracturing or fracking, and is it safe for our environment? What types of environmental issues are there with fracking? Are the laws in place for fracking good enough or should they be stronger? How much energy does the United States need for the future and is hydraulic fracturing the answer? These are all good questions that deserve good answers. Simply put hydraulic fracturingRead MoreWhat Are The Menus Choices Offered At Mcdonalds Case Study1477 Words   |  6 Pages Stage 2: Food and Hospitality Investigation Task Introduction Healthy eating is eating from a rage of foods that give of the nutrients required to maintain your health, feel good, and have energy. These nutrients include proteins, Carbohydrates, fats, water, vitamins, and minerals. Nutrition is essential for everyone. When joint with being substantially active and conserving a healthy weight, eating healthy is a tremendous tactic to assist your body stay strong and nutritious. This InvestigationRead MoreCrescent Pure2992 Words   |  12 PagesPure Case Analysis Joà £o Nunes The Lisbon MBA Part-Time 15/17 Contents Executive Summary Situation Analysis Company Customers Competition Energy Drinks Sports Drinks SWOT Analysis Strengths Weaknesses Opportunities Threaths Marketing strategy Positioning Alternatives Point of Parity with Energy Drinks Point of Parity with Sports Drinks Point of Differentiation from both categories Recommendation to Management Financials Breakeven Analysis Final Considerations Exhibits ExecutiveRead MoreHome Television vs. Theater Movies1100 Words   |  4 Pages or DVDs. There have been many debates regarding which of these entertainment forms are the best option. This debate has focused specifically on whether it is better to be entertained by the movie industry in the comfort of ones home or in the luxury of a theater. While there are specific advantages and disadvantages to both options, comparing the two modes of movie entertainment can provide a good idea of what would suit the individual taste the best. When such comparisons are made, one might findRead MoreStrategic Marketing Case 1 Essay2887 Words   |  12 Pagesopportunity for a healthy energizing drink. Although he has started that production and selling of Crescent as a hobby, later on it became a business because of growing local demand. Crescent Pure Case is mainly about acquisition of Crescent by PDB in which market researches and customer surveys are realized in order to identify the best category for Crescent to be successful in United States. 1. Given that Crescent is PDB’s first entry in the US sport and/or energy beverage market, what must PDB doRead MoreThe Act Of People Watching1192 Words   |  5 Pagespreparing the cream and milk. Consequently, Starbucks is a reputable establishment and this particular one has a great energy in the room. The subtle sounds of coffee cups being stacked pairs with the soft sounds of country and classical music. The employees all create a welcoming and comfortable place of business which is a relaxing for all who enter the shop. Patrons have the option to choose the drive thru line or to enter the building and sit down for their experience. The time of the day during

History of Punishment Free Essays

According to (Seiter, 2011) Cesare Beccaria is known as the founder of the classical school of criminology, the first organized theory of crime causation linked to appropriate punishments. According to (Seiter, 2011) Beccaria suggested that the purpose of punishment is utility or the prevention of crime. According to (Seiter, 2011) Jeremy Bentham is the creator of the hedonistic calculus suggesting that punishments outweigh the pleasure criminals get from committing crime. We will write a custom essay sample on History of Punishment or any similar topic only for you Order Now According to (Seiter, 2011) another way to remove offenders from society was through transportation or deportation. Transportation started in England and was used throughout the seventeenth and eighteenth centuries to send undesirables to the colonies in America. According to (Seiter, 2011) the first response to crime in the American colonies was based on the English criminal codes and incorporated the Puritans linking of crime with sin in developing a rigid and strict system of punishments. Violations of expected community behavior were death with severely using corporal and capital punishment carried out in public to deter both individual offenders and the broader community. According to (Seiter, 2011) whipping at the town center whipping post or placement in stocks and pillories was common punishment for minor offenses such as drunkenness, slander, or stealing something of minor value. Pillories were wooden frames with holes for offender’s hands and head. According to (Seiter, 2011) historical punishment were both painful and shameful. Stocks and pillories were used both as physical punishment and to ridicule offenders in front of their fellow towns people, in the hopes that they would end their criminal ways. Branding was also a way of punishment. They branded criminals with letters, on their hands and face. Prison did not exist in the colonial times. According to (Seiter, 2011) colonist did use jails copying English system of gaols, for holding defendants awaiting trial of those already convicted and waiting for their corporal or capital punishment to be carried out. These jails according to (Seiter, 2011) had deplorable conditions in which poor men, women, and children all lived together in filth, with little food or sanitary conditions. According to (Seiter, 2011) the most famous jail reformer was John Howard, who was the sheriff of the Bedfordshire, England. Howard himself, while on an English ship, was taken captive by a French privateer and subsequently imprisoned. He later was paroled to England, but never forgot the horrendous conditions resulting in the death of several English prisoners. According to (Seiter, 2011) as soon as he became the sheriff he was responsible for the operation of the jail and was disturbed over the conditions and the fact that some people were there for weeks because they were unable to pay the fee required for release. According to (Seiter, 2011) he also pushed for the passage of the English penitentiary act of 1779 to require minimum standards for jail conditions. According to (Seiter, 2011) as a result of the brutality and extensive use of corporal and capital punishment, some were dissatisfied with these methods of responding to criminal behavior. William Penn and the Quakers were hardworking and economical people. They realized that the criminal codes were both inhumane and inefficient in that judges often did not follow the criminal codes because they did not want to inflict more severe punishment on relatively minor offenders. According to (Seiter, 2011) the abolition of capital punishment for all crimes other than homicide, the substitution of imprisonment at hard labor for bloody corporal punishments, the provision of free food and logging to inmates the replacement of the stocks and pillory with houses of detention. The Walnut street jail was the first penitentiary in the United States according to (Seiter, 2011). According to (Seiter, 2011) the Pennsylvania system was known as the separate and silent system with silence enforced and inmates not allowed to see or talk with each other. Through this approach, it was believed that offenders would not be morally contaminated and be trained in crime by other prisoners. According to (Seiter, 2011) the Auburn system became known as the congregate and silent system as officials continued to reduce the spread of criminals ideas by inmates through silence and strict discipline they wanted inmates to march with their eyes looking down at the ground. They did not want the inmates to give other inmates ideas. According to (Seiter, 2011) the emphasis was on having inmates work and produce products that could help make the prisons economically self- supporting using there free labor, prisons became very successful at this prison management emphasized production as much as security and ehabilitation, and the volume of prison made products sold on the open market increased considerably. According to the industrial prison era from 1910 to 1935, led to the first major interest in the management of prisons by external parties. According to (Seiter, 2011) as time went on the Ashurst- summers act was amended in 1940 , that severely limited the sale of prison made p roducts on the open market. Seiter, R. P. (2011). Corrections:An Introduction Third Edition. Prentise Hall. How to cite History of Punishment, Essay examples

Mrs Johnstone and Mrs Lyons Essay Example

Mrs Johnstone and Mrs Lyons Paper I have chosen to do a script interviewing Mrs Johnstone and Mrs Lyons. Interviewer: Mrs Johnstone how did it feel giving up one of your sons? Mrs Johnstone: It felt terrible, and the guilt still hunts me but I did what I thought was right, at least one of my sons would have a successful life. Interviewer: Mrs Lyons how does it feel having to lie to your husband that Edward isnt really your son Mrs Lyons: I knew my husband wouldnt agree but this is what I wanted. We brought up Edward as our own and weather or not our blood flows through him Edward is part of the Lyons family. Interviewer: Mrs Lyons how did you feel knowing you where taking away someones child and after not letting the true mother see her child Mrs Lyons: I didnt take her son away we both agreed on the matter and she had the power to say no in which she did not consider. I had to sack her not for my benefit but for the Childs. Interviewer: Mrs Johnstone do you agree or disagree that if you hadnt of given up one of your sons their deaths would not have occurred We will write a custom essay sample on Mrs Johnstone and Mrs Lyons specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Mrs Johnstone and Mrs Lyons specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Mrs Johnstone and Mrs Lyons specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Mrs Johnstone: thats hard to say thats a yes and no answer, on earth we are all meant to die and their time was just simply up it was inevitable, but yet the way they died wouldnt have happened if they knew they where brothers. Evaluation: This exercise helped me greatly to understand about family separation. By doing this exercise I had a much better understanding of Mrs Lyons and Mrs Johnstone character. This situation is very realistic because a lot of child separations are due to the parents this proves that most separations are from the parents decisions. And in this case this is a single parent not being able to cope with more children. Mrs Lyons character is very superstitious and manipulative, she could see that Mrs Johnstone was weak and so she took advantage. From this I could see that Mrs Johnstone feels only guilt, and she didnt have much choice with Mrs Lyons manipulating her. This story reminds me of someone I know very well, he was separated from his parent and sister because of a new family member who was married to his mother. His father had left long ago and hadnt been seen since, and his stepfather didnt get on with him very well. He and his sister seemed to do everything wrong which leaded to physical contact. Manipulative their mother ended up putting them into care. I sympathise with the step father because he clearly is insecure, and his very jealous. He feels that he is superior to the family and over powers them. Family separation seems really depressing because of all the lies that there is. There seems to be so much pain between them, and just feels really horrible altogether. And a lot of the time theres one parent manipulating another. Role of the narrator: The scene we worked on was the scene with Mickey and Sammy where the robbery situation occurs and Mickey is arrested. We wanted to narrator to be very suspicious and come across to the audience very evil. We aimed to do this by his body language and posture, through his tone of voice and facial expressions. We wanted the narrator to act with the characters as their conscience, he was very ghost like and watching the characters actions as they where committed. This brought dramatic tension upon the characters and audience in which it showed he was in control. When speaking to the characters he was very manipulative by speaking smoothly to make his sentence last longer, and stay in the characters head. He would also repeat himself to keep reminding the characters. He would keep constantly telling Mickey he was a killer which could represent his thoughts. The narrator would move slowly in and out of the characters in the scene which was creepy and very effective. We wouldnt use any spot lighting because this wouldnt be so effective. By the narrator being seen only by the audience and contrasting with the other characters was interesting. By there being a spotlight on the narrator wouldnt be so effective. By there being no sound effects would make it seem tenser. Staging the contrast between Mickey and Edwards lives: We did this in the same room by both set differently to show there difference. We set up Edwardss classroom scene in neat rows to show that they are higher class. The pupils body language showed there status, they would be sitting up straight with good posture. They would be in neat uniform ties done up, shirt tucked in, hair very neat and in silence. From this you can clearly see that the pupils receive the best education in an orderly manner. You can also tell the school is very wealthy from how the class is presented, the uniform and what the pupils are studying. The teacher is already in the classroom walking backwards and forwards observing the pupils work. From the teachers body language you can tell he is very strict, walking upright and proud in which the pupils are in silence not daring to speak, with a cane in his hand. Lighting in this scene would focus on all the characters. Edwardss scene is an all boys school. Mickeys a mixed school this is very stereotypical of class. To contrast with this we had Mickeys classroom on the opposite side of the room. This would be set very differently, the chairs out of place, uncontrollable mess and paper aeroplanes around the room. The pupils seemed relaxed and not bothered at all slouching on their chairs and staring into space. Their uniform would be very untidy buttons undone and ties lose. The teacher also seemed very untidy but this tells the audience that he is tied and cant control the kids.

Chicago and the Ring of Steel

Chicago and the Ring of Steel The issues of security always bother people during a long period of time. Each nation wants to live in a safe city and be sure that some kind of control will always be present to improve their lives. A ring of steel is one of the most popular terms, which mean the security or surveillance system in order to find out threats and be able to prevent them. New York and London have already established this security system, and now, it is Chicago’s turn to follow their steps. Advertising We will write a custom essay sample on Chicago and the Ring of Steel specifically for you for only $16.05 $11/page Learn More Chicago is one of the largest cities in the United States of America with more that 2.5 million of people living there, one of the brightest Global Financial Centers, and a huge metropolitan area, known to the whole world, this is why the improvement of the security system of this city is considered to be a really burning issue nowadays, and Chicago should certainly consider London and New York’s rings of steel in order to create the same surveillance cordon and provide its citizens with safer present and future. The City of London offered the creation of the ring of steel at the beginning of the 1990s, as a result of Irish terroristic attacks on London (Forest, 82). The second city, who agreed for such kind of security systems, was New York. Such a fast spreading of this security system promotes many other cities to make use of the ring of steel and protect the nations against possible terroristic attacks. The main goal of this study is to prove that Chicago has to have the ring of steel and has to consider immediately other two cities’ rings of steel. The benefits of the surveillance system under consideration are rather obvious: (1) with the help of this system, the worker can prove that he/she gets injuries not because of his/her fault and deserves to use his insurance, and the government can take certain me asure to eliminate the danger for the next time; (2) theft is inherent to any country, and the ring of steel provides people with a chance to follow possible thieves and prevent their activities; Advertising Looking for essay on homeland security? Let's see if we can help you! Get your first paper with 15% OFF Learn More (3) this system allows to follow the work of employees and create the measure to improve the productivity. Chicago is a city of business, this is why any of the above-mentioned issues will positively influence the growth of the city. Project management structure of Chicago’ ring of steel is significant for its success: project board should be responsible for making any kind of consensus; government cooperating agency should care for governmental participation in the project; implementing partner should create the conditions to evaluate interventions and possible outputs; project assurance, management, and support will be responsible for each member of the project and provide the necessary help to develop the project on a proper level. The implementation program should be started with evaluation of surrounding environment: whether the roads should be reconstructed to provide proper transportation; which districts require a thorough observation; whether the places for establishing the cameras are safe enough and cannot be damaged from the outside (rain, birds, wind, etc). Then, financial costs should be analyzed, and the ability to pay for the services should be approved. Only in this case, the success of the program is possible. Chicago is rather a rich city, and the sphere of business is developing with unbelievable speed there, this is why the more security systems will be able to protect people’s actions and their business, the more chances the Americans, the citizens of Chicago, get to take leading positions in business and live safe and sound life. Forest, James, J. F. Homeland Security: Public Spa ces and Social Institutions. Westport, CT: Greenwood Publishing Group Inc., 2006

Definition and Examples of Symbolic Action

Definition and Examples of Symbolic Action A term used by 20th-century rhetorician Kenneth Burke to refer in general to systems of communication that rely on symbols. Symbolic Action According to Burke In Permanence and Change (1935), Burke distinguishes human language as symbolic action from the linguistic behaviors of nonhuman species. In Language as Symbolic Action (1966), Burke states that all language is inherently persuasive because symbolic acts do something as well as say something. Books such as Permanence and Change (1935) and Attitudes Toward History (1937) explore symbolic action in such areas as magic, ritual, history, and religion, while A Grammar of Motives (1945) and A Rhetoric of Motives work out what Burke calls the dramatistic basis of all symbolic action. (Charles L. ONeill, Kenneth Burke. Encyclopedia of the Essay, ed. by Tracy Chevalier. Fitzroy Dearborn, 1997) Language and Symbolic Action Language is a species of action, symbolic actionand its nature is such that it can be used as a tool. . . .I define literature as a form of symbolic action, undertaken for its own sake.(Kenneth Burke, Language as Symbolic Action. Univ. of California Press, 1966)To comprehend symbolic action, [Kenneth] Burke dialectically compares it with practical action. The chopping down of a tree is a practical act whereas the writing about the chopping of a tree is a symbolic art. The internal reaction to a situation is an attitude, and the externalization of that attitude is a symbolic action. Symbols can be used for practical purposes or for sheer joy. For instance, we may use symbols to earn a living or because we like to exercise our ability to use them. However philosophically distinct the two are, they often overlap.(Robert L. Heath, Realism and Relativism: A Perspective on Kenneth Burke. Mercer Univ. Press, 1986)The lack of a clear definition of symbolic action in The Philosophy of Literar y Form [Kenneth Burke, 1941] is not the weakness some might imagine it to be, for the idea of symbolic action is just a beginning point. Burke is simply distinguishing between broad classes of human experience, with the intention of confining his discussion to the dimensions of action in language. Burke is more interested in how we craft language into a strategic or stylized answer (that is, in how symbolic action works) than in defining symbolic action in the first place. (Ross Wolin, The Rhetorical Imagination of Kenneth Burke. Univ. of South Carolina Press, 2001) Multiple Meanings The conclusion to be drawn from setting various definitions of symbolic action side by side is that [Kenneth] Burke does not mean the same thing every time he uses the term. . . . An examination of the many uses of the term reveals that it has three separate but interrelated meanings . . .: linguistic, representative, and purgative-redemptive. The first includes all verbal action; the second covers all acts which are representative images of the essential self; and the third includes all acts with a purgative-redemptive function. Clearly, symbolic action includes much more than poetry; and clearly, almost anything from the full range of human action could be a symbolic act in one or more of the senses given above. . . .Burkes almost dogmatic assertion that all poetic acts are always symbolic acts in all three meanings is one of the unique features of his system. His argument is that though any act may be symbolic in one or more ways, all poems are always representative, purgative-redemptive acts. This means that every poem is the true image of the self which created it, and that every poem performs a purgative-redemptive function for the self. (William H. Ruec kert, Kenneth Burke and the Drama of Human Relations, 2nd ed. Univ. of California Press, 1982)

Online relationships vs offline relationships Research Paper

Online relationships vs offline relationships - Research Paper Example This research attempts to explore the question of how traditional relationships have changed, and compares online relationships with traditional face-to-face relationships. A study was conducted to understand clearly how romantic online relationships are created the nature of these relationships how they compare with the traditional relationships and the possible effects that they have on the existing face-to-face relationships. In an online survey, interview established that 98 per cent of the respondents formed relationships online through text-based games (McKenna et al. 11). From a randomly selected newsgroup, 51 percent of respondents made close relationships and 35 per cent established romantic relationships. Most of those who form online romantic relationships are educated men in professional occupations, they are 35 years and above, most of them are married with two or more children. In addition, research shows that, 70 % of the people who engage in an online relationship have a full time employment, 28% are students and 2% are retired (McKenna et al. 20). Majority are college students with a few high school students. Notably, many men engage in an online relationship because of their social role of being the first to make a move in romantic relationships. Most of them are attracted to online relationship because; it enables them to develop a relationship in an organic way (McKenna et al. 25). A relationship that develops with little pressure, and one which starts due to emotions and not just a meager contact. According to Underwood and Findlay, social interactions through the internet resemble the traditional face-to-face interactions although the behavior of people who are dating online tends to be different from those dating offline (135). The researchers established this by asking the respondents whether they have engaged in certain actives with people whom they date online and

Literary Analysis Term Paper Example | Topics and Well Written Essays - 750 words

Literary Analysis - Term Paper Example They were called Gothic because most of them took place in gloomy, medieval castles built in the same Gothic style of architecture prevalent during that time. Such buildings had many secret passageways, dungeons and towers that provided ideal settings for strange happenings. People were looking for an escape from their dreary lives and this stories which combined romance and horror provided this. Edgar Allen Poe became an American master of this form. His story a Cask of Amontillado is one of the finest stories in the genre. The theme is plainly revenge. The plot of the story is a simple. Montresor, an Italian noble, has a grudge against his friend, Fortunato. He lures him down to the catacombs and wine cellar with the promise of a tipple of a rare wine. Fortunato is drunk. Mentresor chains him to a wall in a small enclave and then begins to brick up the enclave. Fortunato begs for his life, but to no avail. The story is told from the point of view of the murderer, Montresor, some time later. He is revealing his dark secret, but is not especially remorseful. He feels that Fortunato got what he deserved in the end. He feels that his revenge has been satiated. Indeed, what is perhaps most impressive is the romantic style found in Poe’s work. This immediately evokes a time and place and puts the reader or viewer on the edge of his or her seat. These days it has come to mean, dark and steam-filled cities with ornate gargoyles carved into cornices of buildings. Poe is able to create a sense of terrible foreshadowing throughout the story even though we expect what is going to happen. We feel sorry for the luckless Fortunato, but also repulsed by him. These feelings are carefully elicited by the masterful writing. The idea of single-minded revenge is clearly communicated. One of the great things about this story is that it shows there are universal themes found in all cultures. Stories and poems bring us together and lead us to embrace our common

Character Strength in One Day in the Life of Ivan Denisovich by Alexand

Character Strength in "One Day in the Life of Ivan Denisovich" by Alexander Solzhenitsyn One Day in the Life of Ivan Denisovich is a novel about survival. Solzhenitsyn shows us how even in seemingly atrocious circumstances each person can find sources of strength that gives them the will to carry on. Many of the things that the prisoners think of as their sources of strengths would mean nothing to us, but if one thinks about it, without them we would perhaps lose the will to carry on. Most of the prisoners have more than one source of strength, perhaps subconsciously they have made their own fail safes. If they lost one source, they would have other more personal reasons to carry on. The two main factors of strength that the prisoners need are physical strength and mental strength. All the prisoners have access to the basic source of physical strength, nutrition. The meals that the prisoners are given are just enough to keep them alive, but not enough to supply them for an extended period of time. This dependency on food allows the authorities to keep the prisoners on a short leash. A prisoner without food would not survive very long, even if he has many other things to carry on for. The physical need for food is not a choice, and therefore it is a necessity. Bread is symbolic in the novel, for most of the prisoners it is simply nourishment, it also has religious meaning. Alyosha thinks of the bread as a form of religious sustenance. The Bible refers to bread as the flesh of Christ. To Alyosha, religion is his biggest source of strength. He uses religion and literature to shut out the horrible physical conditions he has to live through. Religion and literature are his salvation. Shukhov envies Alyo... ... his team and this gives him a sense of higher purpose. Shukhov takes control of the building of the wall, and the other prisoners look up to him and listen to what he says. He ascends to Tiurin’s rank in the prisoners’ minds as they see him as a leader. It is with his leadership that the wall is well built. The novel shows us that the strength to live, to carry on, can be found everywhere. Even in the most terrible situations, there are always things that can be found, done or even created to give us strength, both physically and mentally. Solzhenitsyn really shows us that even in times where hope would see useless, we can always find a sense of purpose. It is the prisoners that are able to do this that will survive, and when they finally get out, they will be released into a world where they will want to use every object, every second, to the fullest. Character Strength in One Day in the Life of Ivan Denisovich by Alexand Character Strength in "One Day in the Life of Ivan Denisovich" by Alexander Solzhenitsyn One Day in the Life of Ivan Denisovich is a novel about survival. Solzhenitsyn shows us how even in seemingly atrocious circumstances each person can find sources of strength that gives them the will to carry on. Many of the things that the prisoners think of as their sources of strengths would mean nothing to us, but if one thinks about it, without them we would perhaps lose the will to carry on. Most of the prisoners have more than one source of strength, perhaps subconsciously they have made their own fail safes. If they lost one source, they would have other more personal reasons to carry on. The two main factors of strength that the prisoners need are physical strength and mental strength. All the prisoners have access to the basic source of physical strength, nutrition. The meals that the prisoners are given are just enough to keep them alive, but not enough to supply them for an extended period of time. This dependency on food allows the authorities to keep the prisoners on a short leash. A prisoner without food would not survive very long, even if he has many other things to carry on for. The physical need for food is not a choice, and therefore it is a necessity. Bread is symbolic in the novel, for most of the prisoners it is simply nourishment, it also has religious meaning. Alyosha thinks of the bread as a form of religious sustenance. The Bible refers to bread as the flesh of Christ. To Alyosha, religion is his biggest source of strength. He uses religion and literature to shut out the horrible physical conditions he has to live through. Religion and literature are his salvation. Shukhov envies Alyo... ... his team and this gives him a sense of higher purpose. Shukhov takes control of the building of the wall, and the other prisoners look up to him and listen to what he says. He ascends to Tiurin’s rank in the prisoners’ minds as they see him as a leader. It is with his leadership that the wall is well built. The novel shows us that the strength to live, to carry on, can be found everywhere. Even in the most terrible situations, there are always things that can be found, done or even created to give us strength, both physically and mentally. Solzhenitsyn really shows us that even in times where hope would see useless, we can always find a sense of purpose. It is the prisoners that are able to do this that will survive, and when they finally get out, they will be released into a world where they will want to use every object, every second, to the fullest.

Marketing a & W

Executive Summary A&W Restaurants, Inc. is a chain of fast-food restaurants that specialize in root beer and root beer floats. It is the first fast food restaurant in Singapore and expansion was fast in the early nineties, but in 2003, A&W’s Singapore operations came to an end. Many Singaporeans grew up eating A&W, and that is one reason why many people are protesting for it to make a comeback in Singapore. Hence, our campaign will draw an emotional appeal, focusing on the theme, â€Å"Bringing back the good old memories†.Based on this central theme, this report covers the Public Relations, Sales Promotions, Personal Selling, Direct Marketing and Budget proposed for the nature of our campaign. A survey was conducted and given out to 80 random applicants to find out more about what they think of the organisation. Online research was also done to examine some of the risks or problems faced in the marketplace, its potential, competition, unique selling advantages and A&Wâ €™s current positioning. Lastly, we have come up with creative strategies to enhance the advertising campaign. Bringing back the good old times† focuses on the old days so we will mainly be using traditional media to stay consistent to our theme. As many youngsters these days use social media to connect, we will also be using a few online methods to stay connected to the new generation. Lastly, putting into consideration the aspects of our personal selling, sales promotion, direct marketing and advertising costs, the proposed costing for the total campaign will be approximately $137,707. IMC Objectives * AdvertisingTo bring back A&W to Singapore by creating brand awareness through focussing on our central theme, â€Å"Bringing back the good old days† and to create the likeability of amongst 80% of our target audience. * Public Relations To create interest and maintain positive image for A&W by drawing as much publicity as possible, and gain huge exposure to reach ou t to our target audience with 30% additional publicity. * Sales promotion Uses price, coupons to help drive and increase attendance by 30% and to also encourage brand switching.Increase consumption and A&W’s sales by at least 3% and to add at least 5% to overall market share by 2015. Agency Introduction Based in Singapore, APG Advertising Pte Ltd was established in 1996 providing a comprehensive range of services. We take the task of understanding the business and propose attractive promotions or campaigns, tailored to your specific industry and budget. We also help clients and our teams put more creativity into campaign planning and capable of handling a variety of advertising for business of different natures.Our teams of professionals, armed with expert knowledge of current trends in the market, embark on providing refreshing marketing ideas to kick start your businesses. We service to not only the local market, but also have our global networks, particularly to Asia, such as Malaysia, Hong Kong, Philippines, Indonesia and Thailand. APG Advertising Agency possesses skilled employees who have combined experience of over 25 years servicing to the local and international industry. We are a fully accredited service agency.We have run print ads, bus advertisements, MRT advertisements, radio/television commercials, point of sales ads, marketing brochures, brand building and have even created websites. Some of the big firms who have used our services include Bank of China, Maybank, Hyflux, Serta, etc. Accreditations from well-known Institutions * Association of Accredited Advertising Agents, Singapore (4As) * Institute of Advertising, Singapore (IAS) * Singapore Press Holdings (SPH) * MediaCorp Singapore Group (MCS) Various Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research Client’s Background A&W Restaurants, Inc. was established in 1919 in Lodi, California, United States. It is a chain of fast-food restaurants that specialize in root beer and root beer floats. The name A&W came about from the surname of the initials Roy W. Allen and Frank Wright. Hence, started the company’s humble beginnings, as A&W. The first fast food restaurant in Singapore was not McDonald’s or KFC, it was A&W. The chain’s expansion was fast in the early nineties, but in the late nineties, the branch at Singapore Zoo closed down, leaving Singapore with seven outlets remaining in 2002.A year later, A&W’s Singapore operations came to an end after shutting down their last outlet at Hougang Heartland Mall. Being the first fast food restaurant in Singapore, A&W left a huge impact on many Singaporeans as they grew up eating A&W. Long before MacDonald, KFC and Burger King came into the picture, it was the most favourite among the teens. It was seen to be â€Å"cool† hanging out in A&W restaurant. Whether it was an easy takeaway (A&W drive through), i ndulging in fast food, or giving a good treat to pamper oneself, A&W was always there. Hence, many Singaporeans yearn for A&W to make a comeback.On Facebook, there are many pages created by fans, called â€Å"Like to bring back A&W in Singapore†, â€Å"Bring back A&W restaurant in Singapore† and many other pages that support A&W into coming back to Singapore. The pages have over 18,000 likes and every now and then, fans would post comments on the wall asking when they are making a comeback or why have they left. Whenever Singaporeans visit Malaysia or Batam, the first thing they think of is to visit the nearest A&W restaurant as well. This shows evidence that A&W has left a huge impression despite drowning due to intense competition.Demand is undoubtedly high and the memories A&W created for its customers is so strong that people are protesting for it to come back until today. Situation Analysis Problems/Risks faced in the Marketplace a) Problems * Viewed as â€Å"Unh ealthy Junk Food† Being a fast food restaurant chain, A&W is perceived as unhealthy and customers may see it as â€Å"just another fast food restaurant†. Because their menu contains fatty food such as Burger, Chicken, Hot Dogs, French Fries, Nuggets, Ice Cream, Milkshakes etc, it may turn customers off as they do not provide a variety of healthy alternative options.Being a family oriented restaurant, it is important that A&W first convince adults or parents to choose their dining experience to be at A&W because they are the ones that have the buying power to bring their children to the restaurant. Hence, if adults or parents are convinced that the food offered by A&W is generally unhealthy or simply seen as â€Å"junk food†, they will not consider bringing their family to dine there regularly, unless for rare treats. * Considered relatively small compared to competitors In 2003, A&W was acquired by YUM! Brands.Currently for A&W, there are over 1,200 restaurants i ncluding 350 international stores in 16 countries and territories. Comparing this figure to other YUM! ’s flagship stores, KFC has about 17,000 restaurants worldwide. McDonald’s has over 34,000 stores worldwide, while Subway has 35,000 locations around the world. With contrast to the other competitors, A&W is relatively small. b) Risks * Of being shut down due to fierce competitions In 1966, A&W launched their first business at Dunearn Road, near the former University of Singapore’s Bukit Timah Campus.The chain was expanding fast, but due to fierce competitions from other fast food competitors, it eventually closed down in 2003. Thus, it is a risk to bring back A&W to Singapore as it has been shut down previously due to intense competition. * Of having inability to handle high cost due to small size Given A&W’s size, there is a risk of the company not being able to handle the high cost as compared to competitors. Because they are relatively small in compa rison to other fast food chain outlets, food inventory, logistics, transportation and other cost may come in as an issue while for ompetitors it is not an issue as they already have many outlets spread in Singapore. Potential The first A&W store opened in Singapore in 1966. Back then, people were more conservative and health conscious which led to one of the reasons why A&W closed down in Singapore in the early 2000s. However, times have changed. Singaporeans these days are much affluent than they used to be. The younger generation is more career-oriented and this leads to more people eating out as they often work overtime. In the current fast-paced society, demand for more  convenient meals is also increasing.Although awareness of the importance of proper diet increased, fast-food, snacks and soft-drink  consumption is also still on the rise. Wendy’s was first in Singapore during the 1980s. Not long before their opening, Wendy’s faced the same issue as A&W due to intense competition and as a result, collapsed and shut down their outlet which was operating at Far East Plaza and Parkway Parade. However, in 2009, the US fast chain reopened in Singapore at Lau Pa Sat in the Central Business District. Since then, they have grown and just recently opened their 11th restaurant at Jurong East MRT Station.Therefore, despite failing in the earlier years, they manage to make a successful comeback and A&W should perhaps make a comeback too. Wendy’s comeback shows evidence that there is potential in the rise of fast food chain outlets. Competition AW operates in the product category of fast food sandwich chains, which is highly competitive and developed. Today,  the three giants in the local fast-food business are McDonald's,  Kentucky Fried Chicken and Burger King, with McDonald's leading the pack. A&W simply cannot compete with the thousands of stores their rivals have world-wide.Although AW does not have the number of units or financial res ources that some of its competitors have now, they do have good brand recognition since they bring about childhood memories to Singaporeans. (i) MacDonald The number of people who thronged  MacDonald’s first outlet opening was so large;  a world record was set for serving the world's highest volume of hamburgers in a single day. Today, McDonald has over 120 restaurants across the island serve 1. 2 million customers every week. Around 9,000 employees keep the McDonald's restaurants running ship-shape.The popular chain is well-known for its Big Macs, Quarter Pounders, and Chicken McNuggets. Most of the outlets are free-standing units offering dine-in and drive-through service. Today one can  find a McDonald's restaurant  in almost every corner of the island and over 40 operating as 24hours stores. About 80% of the restaurants are run by franchisees or affiliates. (ii) Burger King BURGER KING commenced operations in Singapore since 1982 through the opening of its first r estaurant at Peninsula Plaza. Over the years, Burger King Singapore Pte. Ltd. perates more than 40 restaurants in Singapore where customers across the island city can enjoy the great and healthy flame-grilled taste of their products. Providing customers with a great dining experience in the areas of convenience, excellent service and friendly surroundings is and also for the wide and unique menu options is what Burger King achieved. In addition to its popular Whopper sandwich, the chain offers a selection of burgers, chicken sandwiches, salads, and breakfast items, along with beverages, desserts, and sides. (iii) KFCKFC is the leader in the chicken segment in the Singapore Quick Service Restaurant (QSR) industry. There are over 15,000  KFC  outlets in 105 countries and territories around the world. Upon entering every KFC outlets, one will be captivated by the chicken’s aroma. At KFC, they offer high quality and great tasting food in a popular array of complete meals such as Daily Savers Meals, Snackers and Family Feast that enable the whole family to share a fun and satisfying experience with all the affordability and convenience of a fast food restaurant.The popular chain is well known for its fried chicken and its various incarnations – chicken burgers, drumlets, nuggets, ‘popcorn' chicken. The chicken comes in various flavours – original, spicy, crispy. Unique Selling Advantages * World’s No. 1 Root Beer A;W Root Beer is the world's number one selling root beer float and is still mixed fresh daily and sold at hundreds of A&W restaurants. Customers dine at A&W to enjoy their signature products like root beers floats, deep fried cheese curds  and waffles. Long Heritage When people talk about A&W in Singapore, they think of the past and memories because it is the first fast food restaurant in Singapore. Hence, the history behind A&W is a unique selling point as people will always remember A&W as they grew up eating it. Till now, they are still making memories and All American Food. Having a strong history over the brand A&W, is what other competitors can’t achieved. Current Positioning Over the years, A&W has position themselves as a childhood fast food brand.Some positioning strategy that A&W has adopted will be emotional, functional and promotional. The emotional positioning strongly taps into boomers’ memories of their youth at A&W, with the objective of creating smiles and reminisce. The functional positioning focuses on the simple indulgence of a great burger just like it was in 1956. The promotional positioning reflects great value for a premium product. A&W focus their efforts on baby boomers— a market virtually ignored by the other fast-food chains.This group, born between 1946 and 1964, grew up with A&W drive-ins. The brand truly represents their youth and the simple joys that came along with it. We want to bring back memories of these boomers having countless â€Å" firsts† at A&W growing up: their first trip to a fast-food restaurant, â€Å"graduating† to their first Teen Burger, going out on their first date, driving their first car— these were all very important and rich memories. It was clear that A&W is one of the few brands that have the right to align themselves with these milestones in boomers’ lives.We feel that the current positioning is strong and we believe it would work out for our objectives of our campaign. This insight became the basis for an important element of our campaign. IMC Strategies Overall Theme/Big Idea To bring back the fast food chain that Singaporeans grew up loving, focussing on our central theme, â€Å"Bringing back the good old days†. * Creative Direction The advertising appeal that we would use to attract the attention of consumers will be through emotional appeal because emotional appeal will be easier for us to relate our BIG IDEA and campaign to our target group.The way our big idea will be conveyed to consumers will be through slice of life execution as it is able to portray a real life situation that consumers may face daily. As our big idea is to bring back the good old times to consumer who patronize A&W on their re-opening, our advertising video will be about a man who had a hard time at work as his job pile stacks higher and higher but when he walk into A&W and drink their signature root beer float, flash back of the good times he had appeared in his brain making his frown and stressful face to turn into a wide smile, enjoying the moment.Public Relations * Publicity Vehicles Vehicle wraps is one of the most cost efficient advertising tools. Because we believe they have the ability to generate more advertising impressions than any other advertising medium available, we will be hiring three trucks to drive around high traffic areas such as Orchard Road to showcase that A&W is coming back to Singapore. We will feature our theme, â€Å"Bringing back the good old memories near you† to bring awareness to consumers that A&W is returning. Inside the truck, it will contain mini cans of A&W that we will be selling to the public.For every can purchased at $1, customers will get a free A&W balloon to show support for wanting to bring A&W back to Singapore. * Community Activities With the proceeds earned from the mini canned drinks, we will be donating 50% of the proceeds to poor families with low income. Since A&W is a family restaurant, we want to show the importance of family. Thus, A&W will donate proceeds of the earnings to people who deserve it to show our welfare and concern, and to show the community that A&W cares about the society. Sales PromotionThere are various sales promotional tools that A&W can make use of to introduce their come-back in Singapore and so to stimulate trial, repeat or larger purchases. To suit our â€Å"old school† theme campaign, we have decided to make use of 4 different sales promotional tools and they are namely coupons, contests/sweepstakes, price-off deal and frequency programs. Coupons will be distributed using social media website such as Facebook and twitter. A picture of the coupon will be posted on the official Facebook page of A&W and this coupon can be printed and will entitle them to 2 different benefits.On the day of the opening, consumers will be able to enjoy 10% off their total bill instantly upon flashing the coupon and after doing so, a bounce back coupons printed in black and white using old school design will also be given to these consumers in order to encourage repeat purchase. The reason of combining this 2 different method is because of our â€Å"old school† theme. Since our theme focuses on bringing back childhood memories of the consumers, it would be more appropriate if we can make use of traditional marketing method.However, we will be using a small part of social media as it has become increasingly popular among teenagers these day s that make it a much easier and cost-efficient way to reach out to our consumers. However, this promotion will only be valid for a month to introduce the comeback of A&W. Our price-off deals includes set meals which will be available at all times. Since our target audiences are families and our marketing idea is to bring back childhood memories, family set meals is definitely a must-have in our menu.A frequency program will also be combined together with a contest to encourage consumers to try out all the different product that is available on the menu. A frequency card will be issued on your first alacarte purchase and 10 different stamps would need to be collected in order to enjoy the benefit and so to participate in the contest. These 10 collectible stamps represent the different alacarte items; a stamp will be rewarded for each alacarte items being purchased. Collect all 10 different stamps and it will entitle customers to redeem a free â€Å"set meal of the week†.Upon redemption, personal data will need to be filled in at the back of the card to redeem their prizes. This can also be reference for our customer database. Personal Selling For our campaign, we will be having staffs going around the event areas to serve and answer any enquiries by our audience. For example, our staffs will explain to them the main objectives of this campaign and the main reason in bringing back A&W. These will actually nature relationships with customers by understanding their needs and demands. Not only that, we can solve their doubts and recommend ways to satisfy them.Also, our mascots will be going around interacting and bonding with the customers. Customers can take pictures with our mascots or even talk to it. After our campaign, more customers would be informed and will patronize our stores. This will actually brings popularity and publicity for A&W. Direct Marketing & Online Communication Flyers will be distributed to the public around neighbourhood and town ar eas. This will help increase the awareness of consumers that are shopping or staying nearby, giving them a heads-up of what’s going on around them.To ensure that these Flyers will not be treated as junk mail, a free ice-cream coupon will be attached to it. However, consumers can only redeem the free ice cream upon purchasing a set meal. Though our main focus is to publicize re-launching of A&W using outdoor, however there is also a need to use new media to reach out to the younger group of consumers who have not heard of A&W before. We will plan to reach out to them through the means of social media platforms such as facebook and twitter.We will post pictures about during A&W store renovation and what are the varieties of food that A&W will be offering to keep them updated and excited to A&W’s countdown. We will also set up a local A&W website so that the younger generations can find out more about us through this means of platform. Media Strategy & Media Mix (a) Adver tising Campaign With the results that we have obtained through our surveys, we have decided to come out with an advertising campaign for A&W with the objective of letting A&W bring back childhood memories and happiness back to our target audience.Our campaign tag line will be â€Å"A&W, bringing back the good old times. † This advertising campaign is to promote brand recall to our target audience that A&W is back to serve them their favourite Signature Root Beer Float, Curly Fries and their other specialties. We have decided to use local advertising as our aim is to bring A&W back to Singapore. Since our campaign objective and big idea is to bring back old memories, we will be using traditional media such as outdoor posters of media class and media vehicle as well to advertise on A&W will be coming back to Singapore.Media class is a broad category of media such as broadcast, print, outdoor, interactive and etc. Out of all these, we will be choosing outdoor prints advertisemen ts as many people are expecting to see A&W advertisements at outdoor places. Media vehicles will be at bus stops, train stations and even on buses. Thus, for bus stops, we will be having a simple advert of A&W's logo and campaign theme with a digital countdown system at the bottom of the poster, stating how many more days to A;W's re-opening.For train stations, we have decided to have our advert to be paste at Toa Payoh station as it is a district located in the central region of Singapore with many housing estates and facilities around them. Hence, it would be great for us to put our advertisements there as it is not that expensive compared to placing it at orchard and Toa Payoh is more of a family oriented place. So, it would be a win-win situation for us as not only could we save money but we would be able to reach out to our target audience which is families as well.Lastly, for buses, we have decided to check a few buses to have A&W's advertisement on them while inside of the bu s will have mini advertisement posters hanging on the poles where anybody who takes it will be given a 20% off when purchasing from A;W when they re-open in Singapore. Another media class that we will be choosing is television channels. As for the media vehicles will be television channels such as Channel 8 and Channel 5. The reason why we have chose these 2 channels is because people are expecting to see our advertisements on TV and Channel 5 ; 8 audience are mostly families.Hence, it matches with our target audience. Continuity scheduling technique will be used to re-reach to our target audience so that we can arouse more attention from the public. The television advertisement that we will be coming out with will be more family oriented, focusing on our theme of bringing back the good old times. There will be approximately 4 parts of the scene which depicts how A;W will bring back the good old times to consumers from the new technology world. It will also show howA;W will release their stressful life after visiting A;W where flashback of good old memories made their day a better one. Every week one scene will be played and at the end of the 4 weeks, it will be also the day where A;W re-open in Singapore. Though there are downsides of selecting these media tools such as high production cost and short exposure time but we are confident that with the correct location for our posters to be placed up at and with interesting television advertisement, we will be able to gain the response that we are targeting to achieve. b) Marketing Mix Strategies Product: People remember A;W for their unique root beer float over the years till now. Today, it has franchise locations throughout much of the world, serving a typical fast food menu of hamburgers and French fries, as well as hot dogs. One would be able to enjoy the unique and quality food served in A;W outlets at the same time creating/recalling memories of the past times at A;W. Not only that, A;W packaging colors of brown, white, orange and yellow also left an impactful impressions to their customers.Place: The place of our campaign will be all around Singapore but putting more focus at Toa Payoh as we are planning to re-open the A;W outlet there. The reason why we choose Toa Payoh is due to the high traffic flow of families around that area. They have many facilities like Safra, Swimming Complex, library, movie theatre and neighbourhood schools which would attract many school kids and families who visit Toa Payoh for their variety of facilities over there. Hence the selection of the location where our main campaign location will be along with the big poster of A;W reopening paste on the train station of Toa Payoh.Price: The price of A;W standard food combos will be approximately from $5 to $8. Prices are stated based on analysis of other competitors price and cost of product. Besides standard food combos which includes main course and their signature root beer float, A;W will also sell ala car t items such as their curly fries, burgers and others. Regular curly fries will be set at $2 will large curly fries will be $3. For their regular signature root beer float will be $2. 95 while large signature root beer float will be $3. 5 and jumbo signature root beer float for two will be charged at $4. 95. Promotion: During the campaign period, customers who visit A;W with the mini advertisement that they took from the busses will be entitled to a 20% discount on standard food combos purchased or a total bill of $5 and above. This promotion will last one month from the day of reopening of A;W at Toa Payoh. The promotion is created to attract the crowd back to A;W and also attention of the public. Campaign Budget | Description| Quantity| Duration| Pay rate| Total| Public Relations| | 1. | Trucks| 3| 3 hrs| $150/day| $450| 2. | Drivers (3hrs/day)| 3| 3 hrs| $15/hr| $135| 3. | Workers| 6| 3 hrs| $6/hr| $108| 4. | Donations| | | | $150| | Sales Promotion| | 5. | Printing of Coupons| 5 0,000| | | $1000| 6. | Coupon Value(Digital Coupon)| 50,000| | | $25,000| 7. | Production of Frequency Card| 50,000| | | $3000| | Direct Marketing| | 8. | Production of Flyers| 100,000| | | $2500| 9. | Flyer Distributor| 5 | 10 hours| $6/hr| $300| 10. | Mascot| 1| 8 hours| $8/hr| $64| | Advertising| | 1. | Poster Space: Toa Payoh MRT Station | 1| 2. 5 weeks| | $15,000| 12. | Poster Space: All Toa Payoh Bus Stops| | 2. 5 weeks| | $10,000| 13. | Advertising: Comfort Delgro| | 2. 5 weeks| | $8,000| 14. | Print Productions for posters etc. | | | | $30,000| 15. | TV commercial (15seconds)AirTime on Channel 8| 3 slots/day| 2 weeks| $500/time slot $1500/day| $21,000| 16. | TV commercial (15seconds)AirTime on Channel 5| 3 slots/day| 2 weeks| $500/time slot $1500/day| $21,000| | Total| $137,707| Round-Up Budget| $150,000| Marketing a & W Executive Summary A&W Restaurants, Inc. is a chain of fast-food restaurants that specialize in root beer and root beer floats. It is the first fast food restaurant in Singapore and expansion was fast in the early nineties, but in 2003, A&W’s Singapore operations came to an end. Many Singaporeans grew up eating A&W, and that is one reason why many people are protesting for it to make a comeback in Singapore. Hence, our campaign will draw an emotional appeal, focusing on the theme, â€Å"Bringing back the good old memories†.Based on this central theme, this report covers the Public Relations, Sales Promotions, Personal Selling, Direct Marketing and Budget proposed for the nature of our campaign. A survey was conducted and given out to 80 random applicants to find out more about what they think of the organisation. Online research was also done to examine some of the risks or problems faced in the marketplace, its potential, competition, unique selling advantages and A&Wâ €™s current positioning. Lastly, we have come up with creative strategies to enhance the advertising campaign. Bringing back the good old times† focuses on the old days so we will mainly be using traditional media to stay consistent to our theme. As many youngsters these days use social media to connect, we will also be using a few online methods to stay connected to the new generation. Lastly, putting into consideration the aspects of our personal selling, sales promotion, direct marketing and advertising costs, the proposed costing for the total campaign will be approximately $137,707. IMC Objectives * AdvertisingTo bring back A&W to Singapore by creating brand awareness through focussing on our central theme, â€Å"Bringing back the good old days† and to create the likeability of amongst 80% of our target audience. * Public Relations To create interest and maintain positive image for A&W by drawing as much publicity as possible, and gain huge exposure to reach ou t to our target audience with 30% additional publicity. * Sales promotion Uses price, coupons to help drive and increase attendance by 30% and to also encourage brand switching.Increase consumption and A&W’s sales by at least 3% and to add at least 5% to overall market share by 2015. Agency Introduction Based in Singapore, APG Advertising Pte Ltd was established in 1996 providing a comprehensive range of services. We take the task of understanding the business and propose attractive promotions or campaigns, tailored to your specific industry and budget. We also help clients and our teams put more creativity into campaign planning and capable of handling a variety of advertising for business of different natures.Our teams of professionals, armed with expert knowledge of current trends in the market, embark on providing refreshing marketing ideas to kick start your businesses. We service to not only the local market, but also have our global networks, particularly to Asia, such as Malaysia, Hong Kong, Philippines, Indonesia and Thailand. APG Advertising Agency possesses skilled employees who have combined experience of over 25 years servicing to the local and international industry. We are a fully accredited service agency.We have run print ads, bus advertisements, MRT advertisements, radio/television commercials, point of sales ads, marketing brochures, brand building and have even created websites. Some of the big firms who have used our services include Bank of China, Maybank, Hyflux, Serta, etc. Accreditations from well-known Institutions * Association of Accredited Advertising Agents, Singapore (4As) * Institute of Advertising, Singapore (IAS) * Singapore Press Holdings (SPH) * MediaCorp Singapore Group (MCS) Various Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research Client’s Background A&W Restaurants, Inc. was established in 1919 in Lodi, California, United States. It is a chain of fast-food restaurants that specialize in root beer and root beer floats. The name A&W came about from the surname of the initials Roy W. Allen and Frank Wright. Hence, started the company’s humble beginnings, as A&W. The first fast food restaurant in Singapore was not McDonald’s or KFC, it was A&W. The chain’s expansion was fast in the early nineties, but in the late nineties, the branch at Singapore Zoo closed down, leaving Singapore with seven outlets remaining in 2002.A year later, A&W’s Singapore operations came to an end after shutting down their last outlet at Hougang Heartland Mall. Being the first fast food restaurant in Singapore, A&W left a huge impact on many Singaporeans as they grew up eating A&W. Long before MacDonald, KFC and Burger King came into the picture, it was the most favourite among the teens. It was seen to be â€Å"cool† hanging out in A&W restaurant. Whether it was an easy takeaway (A&W drive through), i ndulging in fast food, or giving a good treat to pamper oneself, A&W was always there. Hence, many Singaporeans yearn for A&W to make a comeback.On Facebook, there are many pages created by fans, called â€Å"Like to bring back A&W in Singapore†, â€Å"Bring back A&W restaurant in Singapore† and many other pages that support A&W into coming back to Singapore. The pages have over 18,000 likes and every now and then, fans would post comments on the wall asking when they are making a comeback or why have they left. Whenever Singaporeans visit Malaysia or Batam, the first thing they think of is to visit the nearest A&W restaurant as well. This shows evidence that A&W has left a huge impression despite drowning due to intense competition.Demand is undoubtedly high and the memories A&W created for its customers is so strong that people are protesting for it to come back until today. Situation Analysis Problems/Risks faced in the Marketplace a) Problems * Viewed as â€Å"Unh ealthy Junk Food† Being a fast food restaurant chain, A&W is perceived as unhealthy and customers may see it as â€Å"just another fast food restaurant†. Because their menu contains fatty food such as Burger, Chicken, Hot Dogs, French Fries, Nuggets, Ice Cream, Milkshakes etc, it may turn customers off as they do not provide a variety of healthy alternative options.Being a family oriented restaurant, it is important that A&W first convince adults or parents to choose their dining experience to be at A&W because they are the ones that have the buying power to bring their children to the restaurant. Hence, if adults or parents are convinced that the food offered by A&W is generally unhealthy or simply seen as â€Å"junk food†, they will not consider bringing their family to dine there regularly, unless for rare treats. * Considered relatively small compared to competitors In 2003, A&W was acquired by YUM! Brands.Currently for A&W, there are over 1,200 restaurants i ncluding 350 international stores in 16 countries and territories. Comparing this figure to other YUM! ’s flagship stores, KFC has about 17,000 restaurants worldwide. McDonald’s has over 34,000 stores worldwide, while Subway has 35,000 locations around the world. With contrast to the other competitors, A&W is relatively small. b) Risks * Of being shut down due to fierce competitions In 1966, A&W launched their first business at Dunearn Road, near the former University of Singapore’s Bukit Timah Campus.The chain was expanding fast, but due to fierce competitions from other fast food competitors, it eventually closed down in 2003. Thus, it is a risk to bring back A&W to Singapore as it has been shut down previously due to intense competition. * Of having inability to handle high cost due to small size Given A&W’s size, there is a risk of the company not being able to handle the high cost as compared to competitors. Because they are relatively small in compa rison to other fast food chain outlets, food inventory, logistics, transportation and other cost may come in as an issue while for ompetitors it is not an issue as they already have many outlets spread in Singapore. Potential The first A&W store opened in Singapore in 1966. Back then, people were more conservative and health conscious which led to one of the reasons why A&W closed down in Singapore in the early 2000s. However, times have changed. Singaporeans these days are much affluent than they used to be. The younger generation is more career-oriented and this leads to more people eating out as they often work overtime. In the current fast-paced society, demand for more  convenient meals is also increasing.Although awareness of the importance of proper diet increased, fast-food, snacks and soft-drink  consumption is also still on the rise. Wendy’s was first in Singapore during the 1980s. Not long before their opening, Wendy’s faced the same issue as A&W due to intense competition and as a result, collapsed and shut down their outlet which was operating at Far East Plaza and Parkway Parade. However, in 2009, the US fast chain reopened in Singapore at Lau Pa Sat in the Central Business District. Since then, they have grown and just recently opened their 11th restaurant at Jurong East MRT Station.Therefore, despite failing in the earlier years, they manage to make a successful comeback and A&W should perhaps make a comeback too. Wendy’s comeback shows evidence that there is potential in the rise of fast food chain outlets. Competition AW operates in the product category of fast food sandwich chains, which is highly competitive and developed. Today,  the three giants in the local fast-food business are McDonald's,  Kentucky Fried Chicken and Burger King, with McDonald's leading the pack. A&W simply cannot compete with the thousands of stores their rivals have world-wide.Although AW does not have the number of units or financial res ources that some of its competitors have now, they do have good brand recognition since they bring about childhood memories to Singaporeans. (i) MacDonald The number of people who thronged  MacDonald’s first outlet opening was so large;  a world record was set for serving the world's highest volume of hamburgers in a single day. Today, McDonald has over 120 restaurants across the island serve 1. 2 million customers every week. Around 9,000 employees keep the McDonald's restaurants running ship-shape.The popular chain is well-known for its Big Macs, Quarter Pounders, and Chicken McNuggets. Most of the outlets are free-standing units offering dine-in and drive-through service. Today one can  find a McDonald's restaurant  in almost every corner of the island and over 40 operating as 24hours stores. About 80% of the restaurants are run by franchisees or affiliates. (ii) Burger King BURGER KING commenced operations in Singapore since 1982 through the opening of its first r estaurant at Peninsula Plaza. Over the years, Burger King Singapore Pte. Ltd. perates more than 40 restaurants in Singapore where customers across the island city can enjoy the great and healthy flame-grilled taste of their products. Providing customers with a great dining experience in the areas of convenience, excellent service and friendly surroundings is and also for the wide and unique menu options is what Burger King achieved. In addition to its popular Whopper sandwich, the chain offers a selection of burgers, chicken sandwiches, salads, and breakfast items, along with beverages, desserts, and sides. (iii) KFCKFC is the leader in the chicken segment in the Singapore Quick Service Restaurant (QSR) industry. There are over 15,000  KFC  outlets in 105 countries and territories around the world. Upon entering every KFC outlets, one will be captivated by the chicken’s aroma. At KFC, they offer high quality and great tasting food in a popular array of complete meals such as Daily Savers Meals, Snackers and Family Feast that enable the whole family to share a fun and satisfying experience with all the affordability and convenience of a fast food restaurant.The popular chain is well known for its fried chicken and its various incarnations – chicken burgers, drumlets, nuggets, ‘popcorn' chicken. The chicken comes in various flavours – original, spicy, crispy. Unique Selling Advantages * World’s No. 1 Root Beer A;W Root Beer is the world's number one selling root beer float and is still mixed fresh daily and sold at hundreds of A&W restaurants. Customers dine at A&W to enjoy their signature products like root beers floats, deep fried cheese curds  and waffles. Long Heritage When people talk about A&W in Singapore, they think of the past and memories because it is the first fast food restaurant in Singapore. Hence, the history behind A&W is a unique selling point as people will always remember A&W as they grew up eating it. Till now, they are still making memories and All American Food. Having a strong history over the brand A&W, is what other competitors can’t achieved. Current Positioning Over the years, A&W has position themselves as a childhood fast food brand.Some positioning strategy that A&W has adopted will be emotional, functional and promotional. The emotional positioning strongly taps into boomers’ memories of their youth at A&W, with the objective of creating smiles and reminisce. The functional positioning focuses on the simple indulgence of a great burger just like it was in 1956. The promotional positioning reflects great value for a premium product. A&W focus their efforts on baby boomers— a market virtually ignored by the other fast-food chains.This group, born between 1946 and 1964, grew up with A&W drive-ins. The brand truly represents their youth and the simple joys that came along with it. We want to bring back memories of these boomers having countless â€Å" firsts† at A&W growing up: their first trip to a fast-food restaurant, â€Å"graduating† to their first Teen Burger, going out on their first date, driving their first car— these were all very important and rich memories. It was clear that A&W is one of the few brands that have the right to align themselves with these milestones in boomers’ lives.We feel that the current positioning is strong and we believe it would work out for our objectives of our campaign. This insight became the basis for an important element of our campaign. IMC Strategies Overall Theme/Big Idea To bring back the fast food chain that Singaporeans grew up loving, focussing on our central theme, â€Å"Bringing back the good old days†. * Creative Direction The advertising appeal that we would use to attract the attention of consumers will be through emotional appeal because emotional appeal will be easier for us to relate our BIG IDEA and campaign to our target group.The way our big idea will be conveyed to consumers will be through slice of life execution as it is able to portray a real life situation that consumers may face daily. As our big idea is to bring back the good old times to consumer who patronize A&W on their re-opening, our advertising video will be about a man who had a hard time at work as his job pile stacks higher and higher but when he walk into A&W and drink their signature root beer float, flash back of the good times he had appeared in his brain making his frown and stressful face to turn into a wide smile, enjoying the moment.Public Relations * Publicity Vehicles Vehicle wraps is one of the most cost efficient advertising tools. Because we believe they have the ability to generate more advertising impressions than any other advertising medium available, we will be hiring three trucks to drive around high traffic areas such as Orchard Road to showcase that A&W is coming back to Singapore. We will feature our theme, â€Å"Bringing back the good old memories near you† to bring awareness to consumers that A&W is returning. Inside the truck, it will contain mini cans of A&W that we will be selling to the public.For every can purchased at $1, customers will get a free A&W balloon to show support for wanting to bring A&W back to Singapore. * Community Activities With the proceeds earned from the mini canned drinks, we will be donating 50% of the proceeds to poor families with low income. Since A&W is a family restaurant, we want to show the importance of family. Thus, A&W will donate proceeds of the earnings to people who deserve it to show our welfare and concern, and to show the community that A&W cares about the society. Sales PromotionThere are various sales promotional tools that A&W can make use of to introduce their come-back in Singapore and so to stimulate trial, repeat or larger purchases. To suit our â€Å"old school† theme campaign, we have decided to make use of 4 different sales promotional tools and they are namely coupons, contests/sweepstakes, price-off deal and frequency programs. Coupons will be distributed using social media website such as Facebook and twitter. A picture of the coupon will be posted on the official Facebook page of A&W and this coupon can be printed and will entitle them to 2 different benefits.On the day of the opening, consumers will be able to enjoy 10% off their total bill instantly upon flashing the coupon and after doing so, a bounce back coupons printed in black and white using old school design will also be given to these consumers in order to encourage repeat purchase. The reason of combining this 2 different method is because of our â€Å"old school† theme. Since our theme focuses on bringing back childhood memories of the consumers, it would be more appropriate if we can make use of traditional marketing method.However, we will be using a small part of social media as it has become increasingly popular among teenagers these day s that make it a much easier and cost-efficient way to reach out to our consumers. However, this promotion will only be valid for a month to introduce the comeback of A&W. Our price-off deals includes set meals which will be available at all times. Since our target audiences are families and our marketing idea is to bring back childhood memories, family set meals is definitely a must-have in our menu.A frequency program will also be combined together with a contest to encourage consumers to try out all the different product that is available on the menu. A frequency card will be issued on your first alacarte purchase and 10 different stamps would need to be collected in order to enjoy the benefit and so to participate in the contest. These 10 collectible stamps represent the different alacarte items; a stamp will be rewarded for each alacarte items being purchased. Collect all 10 different stamps and it will entitle customers to redeem a free â€Å"set meal of the week†.Upon redemption, personal data will need to be filled in at the back of the card to redeem their prizes. This can also be reference for our customer database. Personal Selling For our campaign, we will be having staffs going around the event areas to serve and answer any enquiries by our audience. For example, our staffs will explain to them the main objectives of this campaign and the main reason in bringing back A&W. These will actually nature relationships with customers by understanding their needs and demands. Not only that, we can solve their doubts and recommend ways to satisfy them.Also, our mascots will be going around interacting and bonding with the customers. Customers can take pictures with our mascots or even talk to it. After our campaign, more customers would be informed and will patronize our stores. This will actually brings popularity and publicity for A&W. Direct Marketing & Online Communication Flyers will be distributed to the public around neighbourhood and town ar eas. This will help increase the awareness of consumers that are shopping or staying nearby, giving them a heads-up of what’s going on around them.To ensure that these Flyers will not be treated as junk mail, a free ice-cream coupon will be attached to it. However, consumers can only redeem the free ice cream upon purchasing a set meal. Though our main focus is to publicize re-launching of A&W using outdoor, however there is also a need to use new media to reach out to the younger group of consumers who have not heard of A&W before. We will plan to reach out to them through the means of social media platforms such as facebook and twitter.We will post pictures about during A&W store renovation and what are the varieties of food that A&W will be offering to keep them updated and excited to A&W’s countdown. We will also set up a local A&W website so that the younger generations can find out more about us through this means of platform. Media Strategy & Media Mix (a) Adver tising Campaign With the results that we have obtained through our surveys, we have decided to come out with an advertising campaign for A&W with the objective of letting A&W bring back childhood memories and happiness back to our target audience.Our campaign tag line will be â€Å"A&W, bringing back the good old times. † This advertising campaign is to promote brand recall to our target audience that A&W is back to serve them their favourite Signature Root Beer Float, Curly Fries and their other specialties. We have decided to use local advertising as our aim is to bring A&W back to Singapore. Since our campaign objective and big idea is to bring back old memories, we will be using traditional media such as outdoor posters of media class and media vehicle as well to advertise on A&W will be coming back to Singapore.Media class is a broad category of media such as broadcast, print, outdoor, interactive and etc. Out of all these, we will be choosing outdoor prints advertisemen ts as many people are expecting to see A&W advertisements at outdoor places. Media vehicles will be at bus stops, train stations and even on buses. Thus, for bus stops, we will be having a simple advert of A&W's logo and campaign theme with a digital countdown system at the bottom of the poster, stating how many more days to A;W's re-opening.For train stations, we have decided to have our advert to be paste at Toa Payoh station as it is a district located in the central region of Singapore with many housing estates and facilities around them. Hence, it would be great for us to put our advertisements there as it is not that expensive compared to placing it at orchard and Toa Payoh is more of a family oriented place. So, it would be a win-win situation for us as not only could we save money but we would be able to reach out to our target audience which is families as well.Lastly, for buses, we have decided to check a few buses to have A&W's advertisement on them while inside of the bu s will have mini advertisement posters hanging on the poles where anybody who takes it will be given a 20% off when purchasing from A;W when they re-open in Singapore. Another media class that we will be choosing is television channels. As for the media vehicles will be television channels such as Channel 8 and Channel 5. The reason why we have chose these 2 channels is because people are expecting to see our advertisements on TV and Channel 5 ; 8 audience are mostly families.Hence, it matches with our target audience. Continuity scheduling technique will be used to re-reach to our target audience so that we can arouse more attention from the public. The television advertisement that we will be coming out with will be more family oriented, focusing on our theme of bringing back the good old times. There will be approximately 4 parts of the scene which depicts how A;W will bring back the good old times to consumers from the new technology world. It will also show howA;W will release their stressful life after visiting A;W where flashback of good old memories made their day a better one. Every week one scene will be played and at the end of the 4 weeks, it will be also the day where A;W re-open in Singapore. Though there are downsides of selecting these media tools such as high production cost and short exposure time but we are confident that with the correct location for our posters to be placed up at and with interesting television advertisement, we will be able to gain the response that we are targeting to achieve. b) Marketing Mix Strategies Product: People remember A;W for their unique root beer float over the years till now. Today, it has franchise locations throughout much of the world, serving a typical fast food menu of hamburgers and French fries, as well as hot dogs. One would be able to enjoy the unique and quality food served in A;W outlets at the same time creating/recalling memories of the past times at A;W. Not only that, A;W packaging colors of brown, white, orange and yellow also left an impactful impressions to their customers.Place: The place of our campaign will be all around Singapore but putting more focus at Toa Payoh as we are planning to re-open the A;W outlet there. The reason why we choose Toa Payoh is due to the high traffic flow of families around that area. They have many facilities like Safra, Swimming Complex, library, movie theatre and neighbourhood schools which would attract many school kids and families who visit Toa Payoh for their variety of facilities over there. Hence the selection of the location where our main campaign location will be along with the big poster of A;W reopening paste on the train station of Toa Payoh.Price: The price of A;W standard food combos will be approximately from $5 to $8. Prices are stated based on analysis of other competitors price and cost of product. Besides standard food combos which includes main course and their signature root beer float, A;W will also sell ala car t items such as their curly fries, burgers and others. Regular curly fries will be set at $2 will large curly fries will be $3. For their regular signature root beer float will be $2. 95 while large signature root beer float will be $3. 5 and jumbo signature root beer float for two will be charged at $4. 95. Promotion: During the campaign period, customers who visit A;W with the mini advertisement that they took from the busses will be entitled to a 20% discount on standard food combos purchased or a total bill of $5 and above. This promotion will last one month from the day of reopening of A;W at Toa Payoh. The promotion is created to attract the crowd back to A;W and also attention of the public. Campaign Budget | Description| Quantity| Duration| Pay rate| Total| Public Relations| | 1. | Trucks| 3| 3 hrs| $150/day| $450| 2. | Drivers (3hrs/day)| 3| 3 hrs| $15/hr| $135| 3. | Workers| 6| 3 hrs| $6/hr| $108| 4. | Donations| | | | $150| | Sales Promotion| | 5. | Printing of Coupons| 5 0,000| | | $1000| 6. | Coupon Value(Digital Coupon)| 50,000| | | $25,000| 7. | Production of Frequency Card| 50,000| | | $3000| | Direct Marketing| | 8. | Production of Flyers| 100,000| | | $2500| 9. | Flyer Distributor| 5 | 10 hours| $6/hr| $300| 10. | Mascot| 1| 8 hours| $8/hr| $64| | Advertising| | 1. | Poster Space: Toa Payoh MRT Station | 1| 2. 5 weeks| | $15,000| 12. | Poster Space: All Toa Payoh Bus Stops| | 2. 5 weeks| | $10,000| 13. | Advertising: Comfort Delgro| | 2. 5 weeks| | $8,000| 14. | Print Productions for posters etc. | | | | $30,000| 15. | TV commercial (15seconds)AirTime on Channel 8| 3 slots/day| 2 weeks| $500/time slot $1500/day| $21,000| 16. | TV commercial (15seconds)AirTime on Channel 5| 3 slots/day| 2 weeks| $500/time slot $1500/day| $21,000| | Total| $137,707| Round-Up Budget| $150,000|