DOI: 10.2501/JAR-52-3-339-345 September 2012 JOURNAL OF ADVERTISING RESEARCH 339
INTRODUCTION
The current research program quantifies the syn-
ergy of the three strongest drivers of positive
brand-purchase change:
pricing,
in-store display, and
television advertising.
The study focused on heavily advertised consumer
packaged goods (CPG) brands that averaged
upward of $20 million in television advertising
within the categories of toothpaste, yogurt, and
cereal.
The report summarizes the findings of the first
six case studies across six brands with varied mixes
of television, price promotion, featured items in a
retail circular, and in-store display. It provides
marketers with examples of findings from this
single-source, household-level methodology.
Two critical findings:
Within the media industry, it is commonly
believed that television and a temporary price-
reduction (TPR) promotion should not be used
at the same time because television reduces the
impact of price reduction. The study has found
that to be an inaccurate assumption. For the
six case studies, approximately 50 percent of
all households exposed to television were also
affected by the TPR program and exhibited
higher sales increase than the other half reached
only by television.
Simultaneously using all three marketing tac-
tics—pricing, in-store display, and television
advertising—maximizes the positive impact
Exploding the Legend of
TV Advertising and Price Promotions
The Proper Mix of Price, In-Store, and TV
for Maximum Short- and Long-Term ROI
BILL HARVEY
TRA, Inc.
[email protected]
TERESE HERBIG
TRA, Inc.
[email protected]
MATTHEW KEYLOCK
dunnhumbyUSA
[email protected]
us.dunnhumby.com
RITESH AGGARWAL
dunnhumbyUSA
[email protected]
us.dunnhumby.com
NINA LERNER
dunnhumbyUSA
Nina [email protected]
us.dunnhumby.com
The advertising and marketing communities traditionally have understood television
advertising effectiveness and its relationship to in-store marketing tactics through small-
market research or marketing-mix modeling. Although these studies have improved the
quality of advertising-effectiveness research, they have done little to improve the tools
marketers need to translate those insights on a larger scale and optimize their marketing
those tools and give marketers a more granular understanding of brand-purchase behavior
and the impact of multiple marketing levers on in-store brand sales. This paper leverages
the anonymous household-level purchase behavior data from 60 million households
across the United States and the second-by-second measurement of television-viewing
habits from more than 2 million set-top box households, and the current study applies
actual (non-modeled) single-source, household-level data to demonstrate a methodology
for optimizing the mix of television advertising and in-store marketing.
340 JOURNAL OF ADVERTISING RESEARCH September 2012
EXPLODING THE LEGEND OF TV ADVERTISING AND PR ...
1. The Joint Commission requires healthcare organizations to repor.docxpaynetawnya
1. The Joint Commission requires healthcare organizations to report SENTINEL EVENTS. Hospital administrators then execute a root-cause analysis, determine best practices and implement changes to prevent a future incident. Sentinel events become public!
1) Define the termn: Sentinel event and
2) Give an example of a hospital Sentinel event a
2.
The hospitals planning efforts usually led by the hospital CE0. Part of the Strategic planning process is the evaluation of the hospitals internal and external environnnents. As a future health Care Administrator, you will need to be skilled at SWOT analysis leadership
a. Define the term: SWOT
b. In performing a strategic swoT analysis of the hospital's internal and external environments, it serves as the first step in creating the organizations strategic plan. State one example that describes a fictional 200-bed community hospital's situation for each category: s, w, o and T. (examples are NOT given in your text so, you need to come up with your own example for each of the 4 swoT categories.) provide each example with a full sentence description. Here's an example of what am looking for: w: This hospital does not employ hospitalists. By relying only on community providers to manage the inpatient course of their patients, the ALos of this hospital is above the national mean.
S :
W :
O :
T :
3.
1- State the classic four (4) Ps of Marketing. (page 280-281)
2- Using the text and/or other references as guidance, describe in your own words how each of the (4) Ps apply to Hospital Markets using examples. Remember this is a 10 point essay!
P1:
P2:
P3:
P4:
4.
List four (4) roles/functions of the ethics committee in a hospital
5.
List four (4) principles of biomedical ethics that can be used as tools to resolve complex ethical dilemmas inherent to patient care.
1.
A- Identify and discuss reasons why firms become so infatuated with pricing.
There is no other component of the marketing program that firms become more infatuated with than pricing. There are at least four reasons for the attention given to pricing. First, the revenue equation is pretty simple: Revenue equals the price times quantity sold. There are only two ways for a firm to grow revenue: increase prices or increase the volume of product sold. Rarely can a firm do both simultaneously. Although there are literally hundreds of ways to increase profit by controlling costs and operating expenses, the revenue side has only two variables—one being price and the other being heavily influenced by price.
A second reason that firms become enamored with pricing is that it is the easiest of all marketing variables to change. Although changing the product and its distribution or promotion can take months or even years, changes in pricing can be executed immediately in real time. Likewise, product, distribution, or promotion changes can also be quite expensive, especially if research and development (R&D) or production must be rescheduled. Conver ...
1. The Joint Commission requires healthcare organizations to repor.docxpaynetawnya
1. The Joint Commission requires healthcare organizations to report SENTINEL EVENTS. Hospital administrators then execute a root-cause analysis, determine best practices and implement changes to prevent a future incident. Sentinel events become public!
1) Define the termn: Sentinel event and
2) Give an example of a hospital Sentinel event a
2.
The hospitals planning efforts usually led by the hospital CE0. Part of the Strategic planning process is the evaluation of the hospitals internal and external environnnents. As a future health Care Administrator, you will need to be skilled at SWOT analysis leadership
a. Define the term: SWOT
b. In performing a strategic swoT analysis of the hospital's internal and external environments, it serves as the first step in creating the organizations strategic plan. State one example that describes a fictional 200-bed community hospital's situation for each category: s, w, o and T. (examples are NOT given in your text so, you need to come up with your own example for each of the 4 swoT categories.) provide each example with a full sentence description. Here's an example of what am looking for: w: This hospital does not employ hospitalists. By relying only on community providers to manage the inpatient course of their patients, the ALos of this hospital is above the national mean.
S :
W :
O :
T :
3.
1- State the classic four (4) Ps of Marketing. (page 280-281)
2- Using the text and/or other references as guidance, describe in your own words how each of the (4) Ps apply to Hospital Markets using examples. Remember this is a 10 point essay!
P1:
P2:
P3:
P4:
4.
List four (4) roles/functions of the ethics committee in a hospital
5.
List four (4) principles of biomedical ethics that can be used as tools to resolve complex ethical dilemmas inherent to patient care.
1.
A- Identify and discuss reasons why firms become so infatuated with pricing.
There is no other component of the marketing program that firms become more infatuated with than pricing. There are at least four reasons for the attention given to pricing. First, the revenue equation is pretty simple: Revenue equals the price times quantity sold. There are only two ways for a firm to grow revenue: increase prices or increase the volume of product sold. Rarely can a firm do both simultaneously. Although there are literally hundreds of ways to increase profit by controlling costs and operating expenses, the revenue side has only two variables—one being price and the other being heavily influenced by price.
A second reason that firms become enamored with pricing is that it is the easiest of all marketing variables to change. Although changing the product and its distribution or promotion can take months or even years, changes in pricing can be executed immediately in real time. Likewise, product, distribution, or promotion changes can also be quite expensive, especially if research and development (R&D) or production must be rescheduled. Conver ...
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
Running head PharmaSim Final Report1PHARMASIM FINAL REPORT.docxjeanettehully
Running head: PharmaSim Final Report 1
PHARMASIM FINAL REPORT 2
PharmaSim Final Report
Group E
Lynsie Cahela
Lorenzo Gibbs
Alan J. Hasfjord
Summar Hudson
Saint Leo University
MKT 565: Marketing
Professor Dr. Stephen L. Baglione, Ph.D.
October 8, 2017
Table of Contents
Introduction 3
Pricing 5
Advertising 6
Promotions 9
Sales Force Allocation 11
Segmentation 12
Line Extensions 13
Cumulative Net Income and Stock Prices through Each Period 13
Conclusion 14
Appendix 1: Initial Strategy Report 15
Appendix 2: Average Retail Price in Relation to Net Income 21
Appendix 3: Average Discount and its Effects on Unit Sales 22
Appendix 4: Sales Force Allocations and its Effects on Unit Sales Per Channel 23
Appendix 5: Market Share Based on Retail Sales 25
Appendix 6: Promotional Expenditure and its Effects on Brand Awareness 26
Appendix 7: Advertising Expenditures and its Effects on Unit Sales 27
PharmaSim Final Report
Introduction
In the OTC pharmaceutical market, Allstar brand offers the 4-hour liquid cold medicine, Allround. Initial research suggested the potential of marketing to two distinct groups. The first group is customers in the cold & flu market. As Allround already had a substantial following in this market with 22.6% of the market share and brand recognition at 74.1%, it seemed logical to continue pursuing this market. Conversely, the customer base in the allergy market was negligible, accounting for only 2.3% of the brand’s sales. Given this data, the team chose to aggressively pursue the cold & flu market and accept residual sales in the allergy market, if any, without focused targeting in the allergy market.
Allround’s price point began at $5.29, which placed it firmly in the upper region of the price spectrum. Given the high brand recognition and solid market standing, however, the team did not feel the higher prices would have a significant impact on the bottom line and chose to pursue a pull marketing strategy that would showcase Allround as a premium brand and develop customer loyalty and repeat purchases. In addition, the team decided to focus on a target market segment that included mature families, empty nesters, and retirees, as the team surmised that these segments would be more financially stable and would present a lower price sensitivity.
At the onset of the simulation, Allround was the only offering with an analgesic, antihistamine, cough suppressant, decongestant, and alcohol in its formula. Recognizing this difference, and the negative sentiment regarding alcohol and multi-symptom treatments, the team chose to pursue a strategy that would highlight the benefits of the multiple ingredients and mitigate the views regarding undesirable side effects.
Initial research indicated that grocery stores, chain drug stores, and wholesale markets were the most lucrative channels. To capitalize on the strength of sales in these channels, the team developed its strategy to increase sales in these venues by offering higher volum ...
Always wondered what the effects of a promotional product is? Wondered which item is best to buy and has the best ROI?
Read this article and if you have any questions, email me
Comparison on ads or not? Influence of Referent on Advertising EffectivenessWaqas Tariq
This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.
Business Case #2 DESIGNING MARKETING EXPERIMENTS Intro.docxRAHUL126667
Business Case #2
DESIGNING MARKETING EXPERIMENTS
Introduction
In his quarterly budget presentation, Larry Culp, brand manager for BigHoney cereal, requests
funds for an advertising campaign highlighting new packaging that retains freshness better and
longer. In response, Mark Weinberg, BigHoney CFO, asks Culp, “Can you convince me that sales
of BigHoney will be hurt if you do not advertise?” As a follow-up, he asks, “You have requested
$500,000 for a national campaign? Is that the right amount? Can you get the same result for
$250,000?” How can Culp convince Weinberg?
Culp’s challenge is typical for marketing managers who need to invest money in the marketing
mix with the expectation that sales will increase in the future. Attributing an increase in sales to a
specific marketing action is a major challenge, because the effect on a brand of any single
marketing activity is difficult to isolate; it consists of several levers being pulled at the same time,
including price promotion, new product introductions, competitive actions, television advertising,
PR events, and seasonality. Also, sales resulting from such inputs take time; a television
advertisement is unlikely to compel a viewer to immediately jump off the couch, run to the store,
and buy a soda. Isolating the influence of a specific event on consumer behavior can be a daunting
task.
One way to isolate such influences is through experiments. In our example, Culp could, on a
smaller scale, measure the effect of his proposed campaign on the brand’s sales. Return on
investment (ROI)—and a prospective budget—could then be estimated by projecting any
identified lift to a national scale. But how does one design an experiment that would provide
accurate results?
Establishing Causality
Four key rules determine a causal relationship between two variables or factors. Let us consider
Culp’s challenge. The marketing campaign may be considered effective if:
Launching the marketing campaign increases BigHoney sales.
Not launching the marketing campaign causes no change to the sales figures.
Launching the marketing campaign today affects sales in subsequent time periods.
There were no other established external factors (e.g., competitive action) affecting the
sales of BigHoney.
To clearly ascertain whether the targeted sales increase could be achieved without spending
marketing dollars or whether any marketing spend is warranted, it becomes very important for
Culp to establish causality.
After-Only Experiment
An experiment provides a mechanism to manipulate one or more input factors while controlling
all other factors and observe changes in an output of interest, such as sales or brand awareness.
Business Case #2
A very basic experiment that can be designed by Culp is illustrated in Figure 1. Culp recruits 1,000
participating customers, half of whom—the test group—are exposed to the new advertisement
...
9
Assignment: Activities 1-3
Barbara Tatum
Full Sail University
Principles of Digital
March 10, 2019
Activity 1
The target brand
I will be targeting the independent film studio digital market plan in my activities for this assignment. M choice is based on the fact that I am interested in the digital marketing and various operations that are undertaken by such businesses. Hence, I believe that I can explore various issues such as opportunities, threats, and strengths upon evaluating the independent film studio.
The target audience for my brand comprise of both male and female with all scope of ages. However, basically, young people between 18 and 35 years of age shall take over 70% of the total market. I intend to establish a great vision and mission that will possibly guide how the business will be operated. Hence, my vision will be, ‘to provide a customer-service oriented’ film studio platform serving customers across various divides. On the other hand, the independent film studio’s mission will be, ‘striving to offer, positive, professional, and efficient film services across targeting customers from all corners of the country. ’ The following table will guide the clients’ marketing personal values and the brand value:
People – (marketing personnel values)
Brand – (Family Friendly, Value)
Positivity
Professionalism
Efficiency
Customer Service Orienteers
Trustworthiness
Reliability
Value
Quality
Also, table 1 above shows the characteristics of the target customers for the independent film studio. These characteristics are split into two main categories, the people features and the brand features. What the brand holds are intended to attract many audiences based on the brand’s vision and mission mentioned above.
Activity 2
Analysis of Porters’ five forces
Both microeconomic and macroeconomic factors need to be evaluated to understand the possible forces that are likely to have an impact on the independent film studio brand. The former analyses the forces that the studio will be in a position to address while the latter comprise of forces that are beyond the control of the studio.
The analysis of the macroeconomic environment for the brand
The analysis of the external environment for the independent film studio involves evaluating the competitive rivalry, the bargaining power of the customers, the bargaining power of the suppliers, the threats of the new entrants, and the threat of substitute product. Table 2 shows how these factors are likely to impact the brand:
Table 2: how external factors are likely to impact the brand
Force
What is happening pertaining the force
Pressure
Impact
The competitive rivalry
There is no expected competitor soon for the brand
Low
Continuity for high market share
Bargaining power of customers
The independent film studio is the major brand in the region making experience less bargaining power of the customers.
low
Likelihood of being in control of the costs of the services that it o.
Does Current Advertising Cause Future Sales?Trieu Nguyen
findings from a large-scale field experiment that allows us to study whether
there is a causal relationship between current advertising and future sales. The
experimental design overcomes limitations that have affected previous investigations of
this issue. We find that current advertising does affect future sales but the sign of the
effect varies depending on the customers targeted. For the firm’s best customers the
long-run effect of increases in current advertising is actually negative, while for other
customers the effect is positive. We argue that these outcomes reflect two competing
effects: brand-switching and inter-temporal substitution. Furthermore, our data suggest a way to distinguish between the informative and persuasive roles of advertising, providing insight into the mechanism by which advertising differentially affects various customer subsets
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)
Measurement and monetizing customer experience with social media.Michael Wolfe
This is a seminal study that provides substantial evidence that social media is not an upper funnel influence on brand awareness, but rather a metric reflecting the customer-brand experience which has a direct impact on customer purchase behavior.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
OverviewThe US is currently undergoing an energy boom largel.docxjacksnathalie
Overview
The US is currently undergoing an energy boom largely because of the development of the greatly expanded use of a well technique developed over 40 years ago - hydraulic fracking. It can be used for both oil and natural gas wells.. The technique allows previously unrecoverable oil and gas in old, played out wells to be accessed and increases the efficiency of recovery in new wells significantly. The current level of both recovery and new well drilling is dramatically higher than it has been for decades. The dramatic increase in well activity, some of which has been near towns and places no one thought drilling would ever occur. It has brought a great deal of attention to the technique and associated effects on everything from ground water and air pollution, to biodiversity disruption and earthquakes.
One important fact to weave into your opinion about fracking pro or con is that all of the sub-surface mineral rights in the US are owned by someone (a private individual, a business, or the state or federal government) but surface and mineral rights can be separated, i.e. sold. Originally, mineral rights were sold along with the land and then companies or individuals could decide if they wanted to keep or sell the mineral rights. Before mineral rights were so valuable, many people opted to sell their mineral rights to oil & gas companies. It never occurred to many people that someone would actually be drilling on their property or their neighbors. Oil and gas companies have a legal right to exercise their ownership options and if you are going to say "no" to them, then you owe them for what you are not letting them have, i.e. the money that would be produced if they were allowed to drill. This is not a trivial issue.
Instructions
This week’s discussion focuses on the pros and cons of hydraulic fracking and asks for your SCIENCE informed opinion on whether the economics and political fossil fuel issues justify the negative tradeoffs.
Address each of the following in your discussion:
How is fracking done and why are companies doing this action versus traditional drilling?
Are the environmental issues with fracking worse than conventional drilling? Why or why not?
Why are people along the Front Range and in other states where fracking is widespread, so upset about it now even though fracking has been occurring for a long time?
*In your initial post, please provide 3-4 references in APA format with in-text citations.
.
OverviewThe United Nations (UN) has hired you as a consultan.docxjacksnathalie
Overview
The United Nations (UN) has hired you as a consultant, and your task is to assess the impact that global warming is expected to have on population growth and the ability of societies in the developing world to ensure the adequate security of their food supplies.
Case Assessment
As the world’s population nears 10 billion by 2050, the effects of global warming are stripping some natural resources from the environment. As they diminish in number, developing countries will face mounting obstacles to improving the livelihoods of their citizens and stabilizing their access to enough food. The reason these governments are struggling even now is that our climate influences their economic health and the consequent diminishing living standards of their peoples. Climate changes are responsible for the current loss of biodiversity as well as the physical access to some critical farming regions. As such, these changes in global weather patterns diminish agricultural output and the distribution of food to local and international markets. These difficulties will become even more significant for these countries as the Earth’s climate changes for the worse. Temperatures are already increasing incrementally, and polar ice caps are melting, so the salient question is: what does this suggest for developing societies?
The issue before the developing world is not its lack of food, but rather how to gain access to food. Simply put, changes in our climate are affecting the global food chain, and hence, the living standards of entire populations. Added to this is the fact that food is not getting to where it is needed in time to prevent hunger or starvation. In many developing countries, shortages are due to governments’ control over distribution networks rather than an insufficient supply of food itself. In effect, these governments are weaponizing food by favoring certain ethnic or religious groups over others. When added to dramatic climate changes that we are experiencing even now, the future for billions of poor people looks increasingly dim.
Instructions
You are to write a minimum of a 5 page persuasive paper for the UN that addresses the following questions about the relationship between atmospheric weather patterns and food security in the developing world:
Climate change and global warming are often used interchangeably, but they are not the same phenomenon. What are the differences between the two concepts and what leads to the confusion between them?
In 1900, the average global temperature was about 13.7° Celsius (56.7° Fahrenheit) (Osborn, 2021), but as of 2020, the temperature has risen another 1.2°C to 14.9°C (58.9°F). According to the Earth and climate science community, if the Earth’s surface temperature rises another 2°C (3.6°F), we will suffer catastrophic weather patterns that, among other things, will raise sea levels, cause widespread droughts and wildfires, result in plant, insect, and animal extinctions, and reduce agricultura.
More Related Content
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A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
Running head PharmaSim Final Report1PHARMASIM FINAL REPORT.docxjeanettehully
Running head: PharmaSim Final Report 1
PHARMASIM FINAL REPORT 2
PharmaSim Final Report
Group E
Lynsie Cahela
Lorenzo Gibbs
Alan J. Hasfjord
Summar Hudson
Saint Leo University
MKT 565: Marketing
Professor Dr. Stephen L. Baglione, Ph.D.
October 8, 2017
Table of Contents
Introduction 3
Pricing 5
Advertising 6
Promotions 9
Sales Force Allocation 11
Segmentation 12
Line Extensions 13
Cumulative Net Income and Stock Prices through Each Period 13
Conclusion 14
Appendix 1: Initial Strategy Report 15
Appendix 2: Average Retail Price in Relation to Net Income 21
Appendix 3: Average Discount and its Effects on Unit Sales 22
Appendix 4: Sales Force Allocations and its Effects on Unit Sales Per Channel 23
Appendix 5: Market Share Based on Retail Sales 25
Appendix 6: Promotional Expenditure and its Effects on Brand Awareness 26
Appendix 7: Advertising Expenditures and its Effects on Unit Sales 27
PharmaSim Final Report
Introduction
In the OTC pharmaceutical market, Allstar brand offers the 4-hour liquid cold medicine, Allround. Initial research suggested the potential of marketing to two distinct groups. The first group is customers in the cold & flu market. As Allround already had a substantial following in this market with 22.6% of the market share and brand recognition at 74.1%, it seemed logical to continue pursuing this market. Conversely, the customer base in the allergy market was negligible, accounting for only 2.3% of the brand’s sales. Given this data, the team chose to aggressively pursue the cold & flu market and accept residual sales in the allergy market, if any, without focused targeting in the allergy market.
Allround’s price point began at $5.29, which placed it firmly in the upper region of the price spectrum. Given the high brand recognition and solid market standing, however, the team did not feel the higher prices would have a significant impact on the bottom line and chose to pursue a pull marketing strategy that would showcase Allround as a premium brand and develop customer loyalty and repeat purchases. In addition, the team decided to focus on a target market segment that included mature families, empty nesters, and retirees, as the team surmised that these segments would be more financially stable and would present a lower price sensitivity.
At the onset of the simulation, Allround was the only offering with an analgesic, antihistamine, cough suppressant, decongestant, and alcohol in its formula. Recognizing this difference, and the negative sentiment regarding alcohol and multi-symptom treatments, the team chose to pursue a strategy that would highlight the benefits of the multiple ingredients and mitigate the views regarding undesirable side effects.
Initial research indicated that grocery stores, chain drug stores, and wholesale markets were the most lucrative channels. To capitalize on the strength of sales in these channels, the team developed its strategy to increase sales in these venues by offering higher volum ...
Always wondered what the effects of a promotional product is? Wondered which item is best to buy and has the best ROI?
Read this article and if you have any questions, email me
Comparison on ads or not? Influence of Referent on Advertising EffectivenessWaqas Tariq
This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.
Business Case #2 DESIGNING MARKETING EXPERIMENTS Intro.docxRAHUL126667
Business Case #2
DESIGNING MARKETING EXPERIMENTS
Introduction
In his quarterly budget presentation, Larry Culp, brand manager for BigHoney cereal, requests
funds for an advertising campaign highlighting new packaging that retains freshness better and
longer. In response, Mark Weinberg, BigHoney CFO, asks Culp, “Can you convince me that sales
of BigHoney will be hurt if you do not advertise?” As a follow-up, he asks, “You have requested
$500,000 for a national campaign? Is that the right amount? Can you get the same result for
$250,000?” How can Culp convince Weinberg?
Culp’s challenge is typical for marketing managers who need to invest money in the marketing
mix with the expectation that sales will increase in the future. Attributing an increase in sales to a
specific marketing action is a major challenge, because the effect on a brand of any single
marketing activity is difficult to isolate; it consists of several levers being pulled at the same time,
including price promotion, new product introductions, competitive actions, television advertising,
PR events, and seasonality. Also, sales resulting from such inputs take time; a television
advertisement is unlikely to compel a viewer to immediately jump off the couch, run to the store,
and buy a soda. Isolating the influence of a specific event on consumer behavior can be a daunting
task.
One way to isolate such influences is through experiments. In our example, Culp could, on a
smaller scale, measure the effect of his proposed campaign on the brand’s sales. Return on
investment (ROI)—and a prospective budget—could then be estimated by projecting any
identified lift to a national scale. But how does one design an experiment that would provide
accurate results?
Establishing Causality
Four key rules determine a causal relationship between two variables or factors. Let us consider
Culp’s challenge. The marketing campaign may be considered effective if:
Launching the marketing campaign increases BigHoney sales.
Not launching the marketing campaign causes no change to the sales figures.
Launching the marketing campaign today affects sales in subsequent time periods.
There were no other established external factors (e.g., competitive action) affecting the
sales of BigHoney.
To clearly ascertain whether the targeted sales increase could be achieved without spending
marketing dollars or whether any marketing spend is warranted, it becomes very important for
Culp to establish causality.
After-Only Experiment
An experiment provides a mechanism to manipulate one or more input factors while controlling
all other factors and observe changes in an output of interest, such as sales or brand awareness.
Business Case #2
A very basic experiment that can be designed by Culp is illustrated in Figure 1. Culp recruits 1,000
participating customers, half of whom—the test group—are exposed to the new advertisement
...
9
Assignment: Activities 1-3
Barbara Tatum
Full Sail University
Principles of Digital
March 10, 2019
Activity 1
The target brand
I will be targeting the independent film studio digital market plan in my activities for this assignment. M choice is based on the fact that I am interested in the digital marketing and various operations that are undertaken by such businesses. Hence, I believe that I can explore various issues such as opportunities, threats, and strengths upon evaluating the independent film studio.
The target audience for my brand comprise of both male and female with all scope of ages. However, basically, young people between 18 and 35 years of age shall take over 70% of the total market. I intend to establish a great vision and mission that will possibly guide how the business will be operated. Hence, my vision will be, ‘to provide a customer-service oriented’ film studio platform serving customers across various divides. On the other hand, the independent film studio’s mission will be, ‘striving to offer, positive, professional, and efficient film services across targeting customers from all corners of the country. ’ The following table will guide the clients’ marketing personal values and the brand value:
People – (marketing personnel values)
Brand – (Family Friendly, Value)
Positivity
Professionalism
Efficiency
Customer Service Orienteers
Trustworthiness
Reliability
Value
Quality
Also, table 1 above shows the characteristics of the target customers for the independent film studio. These characteristics are split into two main categories, the people features and the brand features. What the brand holds are intended to attract many audiences based on the brand’s vision and mission mentioned above.
Activity 2
Analysis of Porters’ five forces
Both microeconomic and macroeconomic factors need to be evaluated to understand the possible forces that are likely to have an impact on the independent film studio brand. The former analyses the forces that the studio will be in a position to address while the latter comprise of forces that are beyond the control of the studio.
The analysis of the macroeconomic environment for the brand
The analysis of the external environment for the independent film studio involves evaluating the competitive rivalry, the bargaining power of the customers, the bargaining power of the suppliers, the threats of the new entrants, and the threat of substitute product. Table 2 shows how these factors are likely to impact the brand:
Table 2: how external factors are likely to impact the brand
Force
What is happening pertaining the force
Pressure
Impact
The competitive rivalry
There is no expected competitor soon for the brand
Low
Continuity for high market share
Bargaining power of customers
The independent film studio is the major brand in the region making experience less bargaining power of the customers.
low
Likelihood of being in control of the costs of the services that it o.
Does Current Advertising Cause Future Sales?Trieu Nguyen
findings from a large-scale field experiment that allows us to study whether
there is a causal relationship between current advertising and future sales. The
experimental design overcomes limitations that have affected previous investigations of
this issue. We find that current advertising does affect future sales but the sign of the
effect varies depending on the customers targeted. For the firm’s best customers the
long-run effect of increases in current advertising is actually negative, while for other
customers the effect is positive. We argue that these outcomes reflect two competing
effects: brand-switching and inter-temporal substitution. Furthermore, our data suggest a way to distinguish between the informative and persuasive roles of advertising, providing insight into the mechanism by which advertising differentially affects various customer subsets
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)
Measurement and monetizing customer experience with social media.Michael Wolfe
This is a seminal study that provides substantial evidence that social media is not an upper funnel influence on brand awareness, but rather a metric reflecting the customer-brand experience which has a direct impact on customer purchase behavior.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
Similar to DOI 10.2501JAR-52-3-339-345 September 2012 JOURNAL OF ADVERT.docx (20)
OverviewThe US is currently undergoing an energy boom largel.docxjacksnathalie
Overview
The US is currently undergoing an energy boom largely because of the development of the greatly expanded use of a well technique developed over 40 years ago - hydraulic fracking. It can be used for both oil and natural gas wells.. The technique allows previously unrecoverable oil and gas in old, played out wells to be accessed and increases the efficiency of recovery in new wells significantly. The current level of both recovery and new well drilling is dramatically higher than it has been for decades. The dramatic increase in well activity, some of which has been near towns and places no one thought drilling would ever occur. It has brought a great deal of attention to the technique and associated effects on everything from ground water and air pollution, to biodiversity disruption and earthquakes.
One important fact to weave into your opinion about fracking pro or con is that all of the sub-surface mineral rights in the US are owned by someone (a private individual, a business, or the state or federal government) but surface and mineral rights can be separated, i.e. sold. Originally, mineral rights were sold along with the land and then companies or individuals could decide if they wanted to keep or sell the mineral rights. Before mineral rights were so valuable, many people opted to sell their mineral rights to oil & gas companies. It never occurred to many people that someone would actually be drilling on their property or their neighbors. Oil and gas companies have a legal right to exercise their ownership options and if you are going to say "no" to them, then you owe them for what you are not letting them have, i.e. the money that would be produced if they were allowed to drill. This is not a trivial issue.
Instructions
This week’s discussion focuses on the pros and cons of hydraulic fracking and asks for your SCIENCE informed opinion on whether the economics and political fossil fuel issues justify the negative tradeoffs.
Address each of the following in your discussion:
How is fracking done and why are companies doing this action versus traditional drilling?
Are the environmental issues with fracking worse than conventional drilling? Why or why not?
Why are people along the Front Range and in other states where fracking is widespread, so upset about it now even though fracking has been occurring for a long time?
*In your initial post, please provide 3-4 references in APA format with in-text citations.
.
OverviewThe United Nations (UN) has hired you as a consultan.docxjacksnathalie
Overview
The United Nations (UN) has hired you as a consultant, and your task is to assess the impact that global warming is expected to have on population growth and the ability of societies in the developing world to ensure the adequate security of their food supplies.
Case Assessment
As the world’s population nears 10 billion by 2050, the effects of global warming are stripping some natural resources from the environment. As they diminish in number, developing countries will face mounting obstacles to improving the livelihoods of their citizens and stabilizing their access to enough food. The reason these governments are struggling even now is that our climate influences their economic health and the consequent diminishing living standards of their peoples. Climate changes are responsible for the current loss of biodiversity as well as the physical access to some critical farming regions. As such, these changes in global weather patterns diminish agricultural output and the distribution of food to local and international markets. These difficulties will become even more significant for these countries as the Earth’s climate changes for the worse. Temperatures are already increasing incrementally, and polar ice caps are melting, so the salient question is: what does this suggest for developing societies?
The issue before the developing world is not its lack of food, but rather how to gain access to food. Simply put, changes in our climate are affecting the global food chain, and hence, the living standards of entire populations. Added to this is the fact that food is not getting to where it is needed in time to prevent hunger or starvation. In many developing countries, shortages are due to governments’ control over distribution networks rather than an insufficient supply of food itself. In effect, these governments are weaponizing food by favoring certain ethnic or religious groups over others. When added to dramatic climate changes that we are experiencing even now, the future for billions of poor people looks increasingly dim.
Instructions
You are to write a minimum of a 5 page persuasive paper for the UN that addresses the following questions about the relationship between atmospheric weather patterns and food security in the developing world:
Climate change and global warming are often used interchangeably, but they are not the same phenomenon. What are the differences between the two concepts and what leads to the confusion between them?
In 1900, the average global temperature was about 13.7° Celsius (56.7° Fahrenheit) (Osborn, 2021), but as of 2020, the temperature has risen another 1.2°C to 14.9°C (58.9°F). According to the Earth and climate science community, if the Earth’s surface temperature rises another 2°C (3.6°F), we will suffer catastrophic weather patterns that, among other things, will raise sea levels, cause widespread droughts and wildfires, result in plant, insect, and animal extinctions, and reduce agricultura.
OverviewThis project will allow you to write a program to get mo.docxjacksnathalie
Overview
This project will allow you to write a program to get more practice with object-oriented ideas that we explored in the previous project, as well as some practice with more advanced ideas such as inheritance and the use of interfaces.
Ipods and other MP3 players organize a user's music selection into groups known as playlists. These are data structures that provide a collection of songs and an ordering for how those songs will be played. For this assignment you will be writing a set of PlayList classes that could be used for a program that organizes music for a user. These classes will be written to implement a particular PlayList interface so that they can be easily exchange in and out as the program requires. In addition, you will also be using the SimpleTrack class you wrote for the closed lab on Interfaces - if you did not finish this class before the end of lab, you will need to finish it before starting on this project.
Objectives
Practice with programming fundamentals
Review of various Java fundamentals (branching, loops, variables, methods, etc.)
Review of Java File I/O concepts
Practice with Java ArrayList concepts
Practice with object-oriented programming and design
Practice with Java interfaces
Project Description
The SimplePlaylist Class
Once you have coded and tested your SimpleTrack class, you will need to write a SimplePlaylist class that implements the Playist interface given in the project folder.
The SimplePlayList class stores music tracks in order - the first track added to the play list should be the first one removed from the play list. You should recognize this data structure as a
queue
(or a
first-in, first-out queue
). You do not need to implement the equals, hashCode and toString methods for this class but if you choose to do so make sure you document your implementations properly!
The PlayList Management Program
Once you have written and tested a SimpleTrack class and a SimplePlaylist class, it is time to use them to write a program to manage playlists. This program will simulate the playing of songs from a play list. For the SimplePlaylist, the songs are removed from the playlist as they are played, so you know that you're at the end of the list when your list is empty. This program should be implemented in the file MusicPlayerSimulator.java. Note that we are not defining ANY of the methods you are using for this program - the design is all up to you. You must, however, practice good programming style - make sure you are breaking the program up into smaller methods and aren't just trying to solve everything with one monolithic main method. If you have fewer than 5 methods for this program you are probably trying to fit too much into a single method.
Here is a sample transcript of the output of this program:
Enter database filename:
input.txt
Currently playing: 'Elvis Presley / Blue Suede Shoes / Elvis Presley: Legacy Edition' Next track to play: 'The Beatles / Wit.
OverviewThis week, we begin our examination of contemporary resp.docxjacksnathalie
Overview
This week, we begin our examination of contemporary responses to youths’ illegal behaviors. The goal for this week is to assess pre-adjudication responses to youths’ illegal behavior. Primarily, our focus will be on nonformal responses or diversion. As a prelude to this discussion, we will consider the “school to prison pipeline” as it provides a good way to understand the need for diversion in juvenile justice.
Objectives
Upon completion of this week’s lesson, you should be able to:
Define what is meant by the “school to prison pipeline.”
Explain how the political economy contributes to the school to prison pipeline.
Explain how trends in education, policing, and juvenile justice contribute to the school to prison pipeline
Describe juvenile arrest trends and trends in the willingness of police to refer youths to juvenile court.
Define radical nonintervention or true diversion and assess the role in can play in juvenile justice.
Explain the rationale for diversion and its value in juvenile justice.
Describe diversion programs that appear to be effective and programs that are not effective
Assess arguments that are made in support of diversion.
Assess the potential problems that should be addressed when developing or operating diversion programs
Tasks
View Video Lecture (Part 1 and Part 2 below) on the School to Prison Pipeline. While viewing the videos, use the pause feature to stop the slides when needed so that you can examine the content.
Part 1
Part 2
Watch the video:
Rethinking Challenging Kids-Where There's a Skill There's a Way | J. Stuart Ablon | TEDxBeaconStreet
Read the material below, Juvenile Diversion.
View Video Lecture 3
.
OverviewProgress monitoring is a type of formative assessment in.docxjacksnathalie
Overview
Progress monitoring is a type of formative assessment in which student learning is evaluated
on a regular basis to provide useful feedback about performance to both students and
teachers. Though there are a number of methods for monitoring a student’s progress, the most
widely used is general outcome measurement, sometimes referred to as curriculum-based
measurement (CBM). Progress monitoring consists of the frequent administration (e.g., once
per month, every two weeks) of brief probes or tests, which include sample items from every
skill taught across the academic year. After each probe is scored, the teacher or student plots
the score on an individual CBM graph. The teacher can then use this data to determine a
student’s:
• Rate of growth — Average growth of a student’s mathematics skills over a period of time
• Performance level — An indication of a student’s current mathematics skills, often
denoted by a score on a test or probe.
You will determine the rate of growth for the two students listed on page 3 using the data provided.
.
OverviewThe work you do throughout the modules culminates into a.docxjacksnathalie
Overview
The work you do throughout the modules culminates into a Customer Service Plan. This plan incorporates the following:
Module 2: Company Description & Evaluation
Module 3: Examine Customer Service & Quality
Module 4: Examine Customer Service Practices in the Twenty-First Century
Module 5: Company Analysis
Instructions
Part I:
Customer Perspective
In relation to what you have learned in Module 3 so far, observe and describe the following as you would view it from the customer’s perspective. Hint: What is each communicating to the customer?
Physical appearance of the business
How quickly is a customer greeted
Pace of the transaction
Parking lot
Hours of operation
Courtesy of customer service representative
Knowledge of customer service representative
Website - if there is a website, how user-friendly is it?
Part II: Quality Recognition
Discuss the following:
Identify criteria that your organization deems important in communications.
How do you know this criteria is important?
How are representatives evaluated on this?
What training is provided to employees in the five main methods of communication (Listening, writing, talking, reading, nonverbal expression)?
What are the expectations when using technology to communicate with customers?
Part III: Proactive Practices
Evaluate the practices in place to avoid challenging situations. What are the practices in place in your business to demonstrate:
Respecting the customer’s time
Keeping a positive attitude
Recognizing regular customers
Maintaining professional communication
Showing initiative
.
OverviewThis discussion is about organizational design and.docxjacksnathalie
Overview
This discussion is about
organizational design and leadership
, as well as
global leadership issues and practices
. Conduct research on current events relating to one of the unit concepts of interest to you. Then, share your findings in an initial post. Try to choose a concept that has not been, or is rarely, addressed by your classmates. Review peers' findings and then engage in an active discussion to learn more about the topic at hand.
Resources
Park LibraryLinks to an external site.
Click on the Library Sources tab.
Enter your topic in the search box.
Click on full text, and you will find one, or several, articles to analyze.
.
OverviewScholarly dissemination is essential for any doctora.docxjacksnathalie
Overview
Scholarly dissemination is essential for any doctoral level student. Posters are often a way to ease into scholarly communication. Building a poster is one of the ways scholars participate in the dissemination of knowledge.
Instructions
1. Your poster submission must have a central focus, as developed from the topic selected in Module 2, and that focus must be evident throughout the poster. Specifically, your introduction, analysis, and results must be focused on a set of research questions and/or hypotheses that are obvious in your theoretical diagram.
2. The focus must comprehensively place the problem/question in appropriate scholarly context (scholarly literature, theory, model, or genre).
.
OverviewRegardless of whether you own a business or are a s.docxjacksnathalie
Overview:
Regardless of whether you own a business or are a stakeholder in a business, understanding basic contract terms is important. Businesses enter into contracts with many areas, from shipping to suppliers to customers. As a business owner or manager knowledge of these basic terms will assist you in the day to day operations of the business, regardless of the field.
Instructions:
• Fill in the attached template.
• For each term, define the term with citation to authority, define the term in your own words and provide an example of each term.
Requirements:
• Use APA format for non-legal sources such as the textbook. Use Bluebook citation format for any legal citations.
• Submit a Word document using the template.
• Maximum two pages in length, excluding the Reference page.
.
OverviewImagine you have been hired as a consultant for th.docxjacksnathalie
Overview
Imagine you have been hired as a consultant for the United Nations. You have been asked to write an analysis on how global population growth has caused the following problem and how it affects
TURKEY
A growing global population that consumes natural resources is partially to blame for the release of greenhouse gases since human consumption patterns lead to deforestation, soil erosion, and farming (overturned dirt releases CO2). However, the critical issue is the burning of fossil fuels (hydrocarbons) such as coal oil and natural gas to produce energy that is used for things like electricity production, and vehicle, heating, and cooking fuels.
Instructions
Content
The U.N. has asked that your paper contain three sections. It has asked that each section be one page (or approximately 300 words) in length and answer specific questions, identified in the outline below. It also asks that you use examples from Turkey when answering the questions.
Introduction
Provide an introduction of half a page minimum that addresses points
points
1–5 below:
Explain the problem the U.N. has asked you to address in your own words.
Identify the three sections your paper will cover.
Identify the developing country (TURKEY) you will consider.
Telly
the U.N. which causes of greenhouse gases you will explore.
Provide a one-sentence statement of your solutions at the end of your introduction paragraph.
Section I. Background
What are greenhouse gases?
How do greenhouse gases contribute to global warming?
Section II. How Emissions Causes Problems for the Developing World
Which countries produce the most greenhouse gases?
What are the economic challenges of these emissions in Turkey?
What are the security challenges of these emissions in Turkey?
What are the political challenges of these emissions in Turkey?
Section III. Causes and
Solution
s of Greenhouse Gases
Name two causes of greenhouse gases.
What are potential solutions to address each of the causes you identified?
What is the relationship between population control and greenhouse gases?
Conclusion
Provide a conclusion of half a page minimum that includes a summary of your findings that the United Nations can use to inform future policy decisions.
Success Tips
In answering each question, use examples from Turkey to illustrate your points.
The U.N. needs facts and objective analysis on which to base future policy decisions. Avoid
personal opinion
and make sure your answers are based on information you find through research.
Formatting Requirements
Make sure your paper consists of 4–6 pages (1,200 words minimum, not including the cover page, reference page, and quoted material if any).
Create headings for each section of your paper as follows:
Section I. Background.
Section II. How Emissions Causes Problems for the Developing World.
Section III. Causes and
.
OverviewDevelop a 4–6-page position about a specific health care.docxjacksnathalie
Overview
Develop a 4–6-page position about a specific health care issue as it relates to a target vulnerable population. Include an analysis of existing evidence and position papers to help support your position. Your analysis should also present and respond to one or more opposing viewpoints.
Note
: Each assessment in this course builds on the work you completed in the previous assessment. Therefore, you must complete the assessments in this course in the order in which they are presented.
Position papers are a method to evaluate the most current evidence and policies related to health care issues. They offer a way for researchers to explore the views of any number of organizations around a topic. This can help you to develop your own position and approach to care around a topic or issue.
This assessment will focus on analyzing position papers about an issue related to addiction, chronicity, emotional and mental health, genetics and genomics, or immunity. Many of these topics are quickly evolving as technology advances, or as we attempt to push past stigmas. For example, technology advances and DNA sequencing provide comprehensive information to allow treatment to become more targeted and effective for the individual. However as a result, nurses must be able to understand and teach patients about the impact of this information. With this great power comes concerns that patient conditions are protected in an ethical and compassionate manner.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
Competency 1: Design evidence-based advanced nursing care for achieving high-quality population outcomes.
Evaluate the evidence and positions of others that could support a team's approach to improving the quality and outcomes of care for a specific issue in a target population.
Evaluate the evidence and positions of others that are contrary to a team's approach to improving the quality and outcomes of care for a specific issue in a target population.
Competency 2: Evaluate the efficiency and effectiveness of interprofessional interventions in achieving desired population health outcomes.
Explain the role of the interprofessional team in facilitating improvements for a specific issue in a target population.
Competency 3: Analyze population health outcomes in terms of their implications for health policy advocacy.
Explain a position with regard to health outcomes for a specific issue in a target population.
Competency 4: Communicate effectively with diverse audiences, in an appropriate form and style, consistent with organizational, professional, and scholarly standards.
Communicate an initial viewpoint regarding a specific issue in a target population and a synthesis of existing positions in a logically structured and concise manner, writing content clearly with correct use of grammar, punctuation, and spelling.
Integrate .
Overview This purpose of the week 6 discussion board is to exam.docxjacksnathalie
Overview:
This purpose of the week 6 discussion board is to examine social class and global stratification. Answer prompt 1. Then select and answer one prompt from prompts 2-4. Refer to Chapters 7 and 8 to answer the prompts.
Instructions:
Respond to prompts in paragraph form (200-400 words
Prompt 1:
Describe 3 topics from Chapters 7 and 8 that you found interesting. Three topics I found interesting from Chapter 7 and 8 were the Dependency Theory, World Systems Theory, and Modernization Theory.
Prompt 2:
Describe 3 different social classes and criteria for membership in each.
Prompt 3:
Describe the effect of social inequality upon dominant and minority groups.
Prompt 4
: Describe social mobility regarding how to rise up the social class ladder, if it is possible.
Prompt 5:
Apply a functionalist or conflict theory perspective to social inequality.
.
Overall Scenario Always Fresh Foods Inc. is a food distributor w.docxjacksnathalie
Overall Scenario
Always Fresh Foods Inc. is a food distributor with a central headquarters and main warehouse in Colorado, as well as two regional warehouses in Nevada and Virginia. The company runs Microsoft Windows 2019 on its servers and Microsoft Windows 10 on its workstations. There are 2 database servers, 4 application servers, 2 web servers, and 25 workstation computers in the headquarters offices and main warehouse. The network uses workgroups, and users are created locally on each computer. Employees from the regional warehouses connect to the Colorado network via a virtual private network (VPN) connection. Due to a recent security breach, Always Fresh wants to increase the overall security of its network and systems. They have chosen to use a solid multilayered defense to reduce the likelihood that an attacker will successfully compromise the company’s information security. Multiple layers of defense throughout the IT infrastructure makes the process of compromising any protected resource or data more difficult than any single security control. In this way, Always Fresh protects its business by protecting its information.
Scenario 1
Assume you are an entry-level security administrator working for Always Fresh. You have been asked to evaluate the option of adding Active Directory to the company’s network.
Tasks
Create a summary report to management that answers the following questions to satisfy the key points of interest regarding the addition of Active Directory to the network:
1. System administrators currently create users on each computer where users need access. In Active Directory, where will system administrators create users?
2. How will the procedures for making changes to the user accounts, such as password changes, be different in Active Directory?
3. What action should administrators take for the existing workgroup user accounts after converting to Active Directory?
4. How will the administrators resolve differences between user accounts defined on different computers? In other words, if user accounts have different settings on different computers, how will Active Directory address that issue? (Hint: Consider security identifiers [SIDs].)
.
OverviewCreate a 15-minute oral presentation (3–4 pages) that .docxjacksnathalie
Overview
Create a 15-minute oral presentation (3–4 pages) that examines the moral and ethical issues related to triaging patients in an emergency room.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
· Competency 1: Explain the effect of health care policies, legislation, and legal issues on health care delivery and patient outcomes.
. Explain the health care policies that can affect emergency care.
. Recommend evidence-based decision-making strategies nurses can use during triage.
· Competency 3: Apply professional nursing ethical standards and principles to the decision-making process.
. Describe the moral and ethical challenges nurses can face when following hospital policies and protocols.
. Explain how health care disparities impact treatment decisions.
· Competency 4: Communicate in a manner that is consistent with expectations of nursing professionals.
. Write content clearly and logically, with correct use of grammar, punctuation, and mechanics.
. Correctly format citations and references using APA style.
Context
Working in an emergency room gives rise to ethical dilemmas. Due to time restraints and the patient's cognitive impairment and lack of medical history, complications can and do occur. The nurse has very little time to get detailed patient information. He or she must make a quick assessment and take action based on hospital protocol. The organized chaos of the emergency room presents unique ethical challenge, which is why nurses are required to have knowledge of ethical concepts and principles.
Questions to consider
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of your professional community.
· How does a triage nurse decide which patient gets seen first?
· How does health disparity affect the triage nurse's decision making?
· What ethical and moral issues does the triage nurse take into account when making a decision?
· What are triage-level designations?
Resources
Suggested Resources
The following optional resources are provided to support you in completing the assessment or to provide a helpful context. For additional resources, refer to the Research Resources and Supplemental Resources in the left navigation menu of your courseroom.
Capella Resources
· APA Paper Template.
· APA Paper Tutorial.
Library Resources
The following e-books or articles from the Capella University Library are linked directly in this course:
· Tingle, J., & Cribb, A. (Eds.). (2014). Nursing law and ethics (4th ed.). Somerset, NJ: John Wiley & Sons.
· Cranmer, P., & Nhemachena, J. (2013). Ethics for nurses: Theory and practice. Maidenhead, UK: Open University Press.
· Aacharya, R. P., Gastmans, C., & Denier, Y. (2011). Emergency department triage: An ethical analysis. B MC Emergency Medicine, 11(1), 16–29.
· Guidet, B., H.
Overall CommentsHi Khanh,Overall you made a nice start with y.docxjacksnathalie
Overall Comments:
Hi Khanh,
Overall you made a nice start with your U06a1 assignment; however, many of the required objectives have not been addressed in the first version of your assignment. Please carefully review the scoring guide, and review my feedback below, and be sure to contact me if you have any questions about my comments. You can reach me at: [email protected] or 813-417-0860.
Sincerely,
Dr. Marni Swain
COMPETENCY: Assess approaches for recruiting, selecting, and retaining talent.
CRITERION: Explain why and when candidate background checks will be authorized.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Basic
Explains why but not when candidate background checks will be authorized.
Faculty Comments:“
You made a nice start with this discussion; however, it is important to develop your content further to address the legalities involving when a background check can be conducted during the interview process, and the other steps employers have to follow to be in compliance with the law.
”
CRITERION: Identify the top three candidates to interview for the position.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not identify the top three candidates to interview for the position.
Faculty Comments:“
Please develop your content further to address this topic in your assignment.
”
CRITERION: Explain rationale for why the selected candidates should be interviewed.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not explain rationale for why the selected candidates should be interviewed.
Faculty Comments:“
Please develop your content further to address this topic in your assignment.
”
CRITERION: Identify pre-employment screening tests for the position being recruited.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Basic
Identifies a pre-employment screening test for the position being recruited.
Faculty Comments:“
I would like to see your content developed further to clearly identify your rationale for the pre-employment screening tests you selected, as this is not clear based on the limited information provided.
”
CRITERION: Select assessment methods to use based on the job being recruited and the budget available.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not select assessment methods to use based on the job being recruited and the budget available.
Faculty Comments:“
I would like to see your content developed further to clearly identify the assessment methods you will use for CapraTek's Regional Sales positions based on the available budget, as this is not identified in your work.
”
CRITERION: Develop the sequence in which methods will be used to screen applicants.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not develop the sequence in which methods will be used to screen applicants.
Faculty Comments:“
Please develop your content further to address this topic in your assignment.
”
CRITERION: Design a final candidate selection process for the CapraTek.
Overall CommentsHi Khanh,Overall you made a nice start with.docxjacksnathalie
Overall Comments:
Hi Khanh,
Overall you made a nice start with your U03a1 assignment; however, your content still does not address the required objectives. For this assignment you will need to focus the content on Capra Tek's regional sales position, and for objective #1 analyze the KSAs for this position, and for objective #2 you will need to analyze wage trends related to this position as well. Objectives 3 & 4 focus on job description and the job analysis so please carefully review what is required for these two objectives.
Please see my feedback below and be sure to let me know if you have any questions about my comments.
Sincerely,
Dr. Marni Swain
COMPETENCY: Describe how hiring practices support an organization's strategy.
CRITERION: Articulate the components of a job description for a position.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not articulate the components of a job description for this position.
Faculty Comments:“
Please see feedback above.
”
COMPETENCY: Assess approaches for recruiting, selecting, and retaining talent.
CRITERION: Identify the knowledge, skills, and abilities required for this position.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not identify the knowledge, skills, and abilities required for this position.
Faculty Comments:“
Please see feedback above.
”
COMPETENCY: Explore technology tools that support recruiting and staffing management.
CRITERION: Identify wage information and employment trends for this position in a selected state.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not identify wage information and employment trends for this position in a selected state.
Faculty Comments:“
Please see feedback above.
”
COMPETENCY: Analyze the impact of legal and regulatory issues on staffing management.
CRITERION: Explain why a job analysis is a requirement for any recruiting and selecting process.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not explain why a job analysis is a requirement for any recruiting and selecting process.
Faculty Comments:“
Please see feedback above.
”
COMPETENCY: Communicate in a manner that is scholarly and professional.
CRITERION: Communicate in a professional manner that is appropriate for the intended audience.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not communicate in a professional manner that is appropriate for the intended audience.
Faculty Comments:“
Please see feedback above.
”
Dysphagia .
Dysphagia is a serious problem and contributes to weight loss, malnutrition, dehydration, aspiration pneumonia, and death. Careful assessment of risk factors, observation for signs and symptoms, and collaboration with speech-language pathologists on interventions are essential.
Dysphagia, or difficulty swallowing, is a common problem in older adults. The prevalence of swallowing disorders is 16% to 22% in adults older than 50 years of age, and up to 60% of nursing ho.
Overall feedbackYou addressed most all of the assignment req.docxjacksnathalie
Overall feedback:
You addressed most all of the assignment requirements. The assignment had several requirements including, but not limited to: an introduction, 3 questions, conclusion, and at least 2 scholarly references to support your claims. You did include an introduction. However, the introduction should briefly identify the key areas/sections to be covered in the paper. This helps the reader navigate through the organization of both your paper and thought process. You did address the question requirements. The assignment required at least 2 scholarly peer reviewed journal articles. Although you included several references, I only saw one scholarly peer reviewed journal article. Moving forward. Be sure to carefully review the instructions before and after you complete your final draft to ensure all requirements have been met. Second, always include an introduction which briefly describes what areas will be covered. Finally, make sure that you include the required number of scholarly peer reviewed journal articles to support your claims. If you have questions, please contact me.
be sure to fully address the question with terminology and concepts from the book to apply to the case. This demonstrates proficiency at the required tasks. For example, question 2 asked:
Question #2: Discuss your plans for developing formal job descriptions for the employees at the second shop
For this question, I was looking for your approach in terms of methods discussed in the text (interviews, observations, questionnaires, etc.) and application to the case study to show application of the concepts/theories.
As far as the scholarly peer reviewed journal articles, this is an essential part of supporting your claims at the graduate level of writing. The assignment required 2 scholarly peer reviewed journal articles. I only saw one? The purpose of this requirement is to ensure that you are supporting your claims with contemporary research within the management/business discipline. Second, this also gives credit to the author's ideas. While I do not point out every error or missing item on your paper, I focus on those areas/content that are required and can be improved. Moving forward, be sure to fully address each question with terminology from the text/material, as well as provide examples to demonstrate the ability to apply the concepts to the case study. I look forward to receiving your next paper. Second, be sure to include the required number of current (within past 5 years) scholarly peer reviewed journal articles to support your paper.
.
Performance Management
Third Edition
Herman Aguinis
Kelley School of Business
Indiana University
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Credits and acknowledgments borrowed from other sources and reproduced, with per.
Overall Comments Overall you made a nice start with your U02a1 .docxjacksnathalie
Overall Comments:
Overall you made a nice start with your U02a1 assignment. Please see my specific feedback below for each objective, and I can be reached at: [email protected] or 813-417-0860 if you have any questions about my comments.
COMPETENCY: Analyze the impact of legal and regulatory issues on staffing management.
CRITERION: Describe the important issues in the case.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not identify the important issues in the case.
Faculty Comments:“
It is important to select a legal case of disparate impact as the focus of your assignment, and it is unclear if the case you selected is this type of case based on the information provided. Please develop your content further to clearly analyze the important issues of this case, and be sure to describe why this is a case of disparate impact.
”
CRITERION: Distinguish the theory of disparate (or adverse) impact from the theory of disparate treatment.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Basic
Partially distinguishes the theory of disparate (or adverse) impact from the theory of disparate treatment.
Faculty Comments:“
You made a nice start with this objective; however, I would like to see your content developed further to clearly distinguish the theory of disparate treatment from disparate or adverse impact, and this is only briefly addressed in your assignment.
”
CRITERION: Analyze the outcome of the case.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not state the outcome of the case.
Faculty Comments:“
It is important to select a legal case of disparate impact as the focus of your assignment, and it is unclear if the case you selected is this type of case based on the information provided. Please develop your content further to clearly analyze the outcome of this case, and be sure to apply disparate impact theory.
”
CRITERION: Analyze the evidence of discriminatory effects.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not describe the evidence of discriminatory effects.
Faculty Comments:“
It is important to select a legal case of disparate impact as the focus of your assignment, and it is unclear if the case you selected is this type of case based on the information provided. Please develop your content further to clearly analyze the evidence of discriminatory effects in this case, and provide specific examples of connections to the rule, policy or process.
”
CRITERION: Describe how the Uniform Guidelines on Employee Selection Procedures help employers avoid issues related to disparate or adverse impact.
DISTINGUISHED
PROFICIENT
BASIC
NON-PERFORMANCE
Non-Performance
Does not identify how the Uniform Guidelines on Employee Selection Procedures help employers avoid issues related to disparate or adverse impact.
Faculty Comments:“
Please develop your content further to address this in your work.
”
COMPETENCY: Communicate in a manner that is scholarly and professional.
CRITERION: Commun.
Overview This purpose of the week 12 discussion board is to e.docxjacksnathalie
Overview:
This purpose of the week 12 discussion board is to examine health, healthcare, and disability status. Answer prompt 1. Then select and answer one prompt from prompts 2-4. Refer to Chapter 13 to answer the prompts.
Instructions:
Respond to prompts in paragraph form (200-400 words)
Prompt 1:
Describe 3 topics from Chapter 13 that you found interesting.Three topics I found interesting in Chapter 14 was "A Functionalist Perspective: The Sick Role", "A Symbolic Interactionist Perspective:
Prompt 2:
Describe how stereotypes regarding disability status may lead to prejudice and discrimination.
Prompt 3:
Describe how access to healthcare is associated with social class location (e.g., socioeconomic status).
Prompt 4:
How is culture associated with attitudes towards health and healthcare.
Prompt 5:
Compare how the United States pays for health care with how other nations provide health services for their citizens.
.
Over the years, the style and practice of leadership within law .docxjacksnathalie
Over the years, the style and practice of leadership within law enforcement agencies has gradually changed. In the past, leadership was primarily relegated to one individual within the department. However, there has been a transformation in leadership theory resulting in a more dynamic, multifaceted nature of teamwork, inclusion, and dispersed leadership. More and more, police chiefs are being encouraged to move toward a more participatory leadership style of management, one that encourages collaboration and cooperation in the decision-making process.
Based on your readings in the text and credible Internet research, respond to the following:
What does the term
shared leadership
mean? What advantages or disadvantages do you see in this leadership approach?
What direction should law enforcement leaders take for the future, related to leadership styles?
What does the term
visionary leadership
mean?
2-3 pages
.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
DOI 10.2501JAR-52-3-339-345 September 2012 JOURNAL OF ADVERT.docx
1. DOI: 10.2501/JAR-52-3-339-345 September 2012 JOURNAL
OF ADVERTISING RESEARCH 339
INTRODUCTION
The current research program quantifies the syn-
ergy of the three strongest drivers of positive
brand-purchase change:
pricing,
in-store display, and
television advertising.
The study focused on heavily advertised consumer
packaged goods (CPG) brands that averaged
upward of $20 million in television advertising
within the categories of toothpaste, yogurt, and
cereal.
The report summarizes the findings of the first
six case studies across six brands with varied mixes
of television, price promotion, featured items in a
retail circular, and in-store display. It provides
marketers with examples of findings from this
single-source, household-level methodology.
Two critical findings:
Within the media industry, it is commonly
believed that television and a temporary price-
reduction (TPR) promotion should not be used
at the same time because television reduces the
2. impact of price reduction. The study has found
that to be an inaccurate assumption. For the
six case studies, approximately 50 percent of
all households exposed to television were also
affected by the TPR program and exhibited
higher sales increase than the other half reached
only by television.
Simultaneously using all three marketing tac-
tics—pricing, in-store display, and television
advertising—maximizes the positive impact
Exploding the Legend of
TV Advertising and Price Promotions
The Proper Mix of Price, In-Store, and TV
for Maximum Short- and Long-Term ROI
BILL HARVEY
TRA, Inc.
[email protected]
TERESE HERBIG
TRA, Inc.
[email protected]
MATTHEW KEYLOCK
dunnhumbyUSA
[email protected]
us.dunnhumby.com
RITESH AGGARWAL
dunnhumbyUSA
[email protected]
us.dunnhumby.com
NINA LERNER
dunnhumbyUSA
3. Nina [email protected]
us.dunnhumby.com
The advertising and marketing communities traditionally have
understood television
advertising effectiveness and its relationship to in-store
marketing tactics through small-
market research or marketing-mix modeling. Although these
studies have improved the
quality of advertising-effectiveness research, they have done
little to improve the tools
marketers need to translate those insights on a larger scale and
optimize their marketing
those tools and give marketers a more granular understanding of
brand-purchase behavior
and the impact of multiple marketing levers on in-store brand
sales. This paper leverages
the anonymous household-level purchase behavior data from 60
million households
across the United States and the second-by-second measurement
of television-viewing
habits from more than 2 million set-top box households, and the
current study applies
actual (non-modeled) single-source, household-level data to
demonstrate a methodology
4. for optimizing the mix of television advertising and in-store
marketing.
340 JOURNAL OF ADVERTISING RESEARCH September
2012
EXPLODING THE LEGEND OF TV ADVERTISING AND
PRICE PROMOTIONS
on brand sales. The combination of all
stimuli at the same time averaged more
than 11 times the sales effect of televi-
sion alone.
RESEARCH ISSUE
Despite the significant impact of price, in-
store marketing, and television on brand
sales, the authors believe there never has
been a methodology for optimizing the
three tactics together and measuring how
they work in tandem.
Advertising effectiveness has long been
a challenge for marketers—a challenge
that, in recent years, became more complex
as shopper marketing became an import-
ant player within the overall marketing
matrix. In 2008, some of the world’s larg-
est retailers, manufacturers, and adver-
tisers invested in the well-conceived but
ill-fated PRISM study to understand the
impact of in-store display on in-store sales,
an attempt to provide a clear indication of
just how critical marketers saw shopper
5. marketing in driving brand sales. Lauded
as the research that would “transform how
we think about in-store consumer com-
munication and behavior,”1 if the PRISM
experiment had been completed, it might
have yielded extremely valuable insight
on stimuli-mediated shopper behaviors.
Other research companies have over-
laid tests at the store level with television
1 Advertising Age, January 23, 2009, “Nielsen Suspends
PRISM Data System,” quoting A. G. Lafley, chairman,
Procter & Gamble.
to take snapshots of specific television/
promotion mixes for specific brands.
Cumulative or predictive insight from
these tests that would enable marketers
to implement stronger marketing mixes
and develop a sense of the overweening
creative variables involved, has just not
happened. Yet.
On top of these past inefficiencies, tele-
vision often is ignored when the impacts
of trade promotions are tested. Instead,
promotional programs and television tra-
ditionally are measured exclusive from
each other. The lack of synergy is rein-
forced when both marketers’ and agen-
cies’ departments in charge of television
and those that oversee trade promotion do
not coordinate and communicate.
There never has been a conclusive
6. methodology on which marketers could
optimize these variables so as to maxi-
mize sales—specifically, for 1-year (“short-
term”) or 2-year (“long-term”) return on
investment ROI. In fact, many marketers
assume that promotion has no long-term
effect. If the promotion includes creative,
however, such as a feature—for instance,
the inclusion of a brand in the retailer’s
printed material—it may affect the way
shoppers think of a brand. And that effect
can be as lasting as any other subcon-
scious or conscious impression made on
the human mind.
The creative aspects of in-store display
are obvious. Yet it seems far-fetched to
suppose that a brand may make such a
bad impression on shoppers through such
displays as to injure the brand’s position
... or make such a favorable impression as
to improve the lasting brand’s standing
in that shopper’s mind. Stranger things,
however, have happened. The minute
one intellectually commoditizes promo-
tion by not thinking creatively about the
medium, the more likely those dollars will
be sub-optimized.
The authors submit
brands need a way to optimize the mix
of the main three drivers: pricing, in-
store, and television;
the industry needs a method to gather
7. insights on how the three tactics interact
in a way that is predictable and action-
able; and
marketers need to recognize the creative
dimension of promotion dollars.
The current research study may be the
first time that single-source data have been
used to co-measure television, TPR, and
feature and in-store display. The authors
believe that its findings are important for
a number of reasons:
This study involved approximately
2,500 stores and looked not only at the
impact of in-store display (as other stud-
ies have done), but at those sales effects
in mix with television, price, and feature
in the store’s circular.
The study allows the three main driv-
ers of ROI (according to marketing mix
modeling [MMM]) to be seen acting
together at the individual household
level.
This research makes it possible to accu-
mulate generalized learnings beneficial
to the industry and marketers by apply-
ing a methodology to optimize the pri-
mary three drivers of ROI.
The research process examined the
impact of promotional creative in an
September 2012 JOURNAL OF ADVERTISING RESEARCH
341
8. EXPLODING THE LEGEND OF TV ADVERTISING AND
PRICE PROMOTIONS
attempt to enable practitioners to ana-
lyze and identify campaign successes
they did not know were successes and,
with that knowledge in hand, learn how
to repeat and improve upon them.
The current paper summarizes the find-
ings of the first six case studies for six
brands with varied mixes of television,
price promotion, feature in the retail circu-
lar, and in-store display.
METHODOLOGY
TRA, a media marketing and analytics soft-
ware company, and marketing-researcher
dunnhumbyUSA established a strategic
partnership in 2011 to create an opportu-
nity to move from the reliance on tradi-
tional panel-based demographics to deliver
more-granular, more-effective measure-
ment and custom analytical capabilities.
This study combined leveraged a database
of anonymous customer-purchase behav-
ior for more than 60 million households
across the United States, encompassing
16 different imprints. TRA’s Media TRA-
analytics matched the second-by-second
measurement of television viewing hab-
its from more than 2 million set-top box
households with dunn humby’s customer-
purchase behavior data, enabling continu-
ous, accurate results regarding campaign
9. success and results.
For each household matched to the set-
top box data, a picture emerged of when
each household had its shoppers in the
store and what they bought. The results
also disclosed the day-by-day, brand-by-
brand effects of in-store pricing, features,
and display.
Three product categories were selected
to represent the widest range of diversity
in the television/price/in-store mix:
ready-to-eat cereal,
yogurt, and
toothpaste.
Within each category, two leading brands
were chosen to represent variations in this
same mix. For each brand, depending on
its campaign, an 8- to 14-month window
was defined for analysis. The research
team then was able to study each brand in
a stable campaign for a clean “read.”
Between shopping trips, each measured
exposure to brand advertising was seen.
Cursory eyeballing of the pattern at the
household level offered many intriguing
insights in terms of changes in buying
behavior in apparent relation to specific
television exposures, price discounts, fea-
tures in store circulars, and in-store dis-
plays. Multivariate analytics articulated
these associations into statistically sig-
10. nificant correlations, beta coefficients, and
predicted sales volumes when the market-
ing stimuli were on and when they were
off.
The analysis of single-source (SS) data
is very much like MMM carried out at the
household level instead of the “market-
average” level: the noise is greatly
reduced, as there is an obvious regres-
sion to the mean in MMM not present
in SS. The actual dynamics of stimulus/
response within a household can be seen
clearly in SS. In MMM, one is doing infer-
ential detective work to draw conclusions
from coincidences that, in fact, sometimes
just may be coincidences.
GENERALIZED RESULTS
Television Advertising Does Not Soften the
Impact of Price Discounting
Within much of the advertising and mar-
keting community, an inverse relationship
between pricing and television advertis-
ing historically has been accepted. Con-
ventional wisdom has been that television
and a TPR should not be used at the same
time because, it was assumed, television
reduced the impact of price reduction.
This finding stemmed from the MMM
observation that price elasticity is reduced
during persuasive communications, estab-
lishing perception and gut belief in brand
value.
11. Within six case studies, the current
study found that about 50 percent of all
television-reached households also were
reached by a TPR. As such, the nonalign-
ment of television and price reductions
is demonstrated not only to be a perva-
sive understanding in the media indus-
try but a standard to be a mis-conclusion.
The research also found TPR to be a sig-
nificant driver overall as it averaged an
11.83-percent increased-sales lift over
what television had achieved on its own
across these first six cases.
The authors believe that it is wrong
to conclude that television advertising
should not run coincidental with in-store
TPRs just because television allegedly
softened the effect of discounting by add-
ing brand value perception. Television,
in fact, may weaken price as a stimulus,
but the TPR retains lots of strength to mul-
tiply the sales lift television alone would
have.
Using All Marketing Tactics in Tandem
Maximizes Sales
The current study found that television—
in combination with each of three other
342 JOURNAL OF ADVERTISING RESEARCH September
2012
EXPLODING THE LEGEND OF TV ADVERTISING AND
12. PRICE PROMOTIONS
readable stimuli combinations—produced
an average sales lift higher than television
alone. Using TV in combination with a
TPR and feature and display promotions
maximized sales response. The combina-
tion of all at the same time averaged more
than 11 times the sales effect of television
alone (See Figure 1).
On average, TV by itself produced a
+0.5-percent sales lift over this period.
This uplift may seem small at first glance,
but it measures individual household
levels and, when factored across all of
the households reached by television, the
effect is significant.
Note that there appears to be an impor-
tant synergistic effect. Even double-
counting television by adding TV+TPR’s
+1.8 percent and TV+Feature’s +0.7 per-
cent, the result is only +2.5 percent. It is
hard to believe that display by itself added
the other +3.2 percent. In essence, the total
is more than the sum of the parts. Promo-
tional activities for these six brands did not
allow for the interaction of TV+Display
alone to be measured for each brand to
validate this. The sensible conclusion is
that there was a compounding effect of the
various in-store promotional levers in syn-
ergy with television.
These findings are in synch with other
13. findings by the authors in a study of a
diet soft drink-brand, where television
performance was greatly increased by a
combination of that medium plus display
(and also by television plus price). It also
aligns with other findings that feature
appeals to a smaller-sized, more price-
sensitive audience and provides lower
volume uplift than other promotional
activities.
The baseline television sales effect upon
which the rest of the stimuli build each
brand can be seen in Figure 2. As is typi-
cal with single source, there is a very wide
range of TV sales effectiveness across
brands.
INDIVIDUAL BRAND RESULTS
Results for individual brand case studies
illustrate the type of findings emerging
from this new methodology and technol-
ogy. Each table includes all combinations
that had sufficient sample sizes. Two of
the metrics analyzed are described below.
Both of these metrics are percentage
increases for the stimuli combination over
the parameter for television alone:
% Reach increase: How much the stim-
uli combination increased coverage of
households (i.e., the percent of house-
holds contacted by at least one of the
stimuli) and
% Volume increase: How much the
14. stimuli combination increased brand
volume (e.g., ounces) used in place of
dollar volume to separate out from the
negative dollar effects of TPR.
Yogurt Brand A suggests synergy
between the various marketing elem-
ents. Television+TPR produced a healthy
+14-percent volume increase. TV+Feature
increased the effect of television alone
by +9 percent. Further, television com-
bined with feature and display increased
the television effect by +27 percent. All
in-store stimuli had a greater impact
on existing brand buyers. Television
0.5%
1.2%
0.2%
0.1%
0.3%
0.1%
1.0%
0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4
Average
Toothpaste G
15. Toothpaste F
Cereal D
Cereal C
Yogurt B
Yogurt A
B
ra
nd
TV Sales Lift per Household per Week (%)
Figure 2 Six-Brand Average Sales Lift Per Household Per Week
5.7%
0.7%
1.8%
0.5%
0 1 2 3 4 5 6
TV + TPR/Feature/Display
TV + Feature
TV + TPR
TV Only
16. S
ti
m
ul
i
Average Percent Sales Lift
Figure 1 Average Percent Sales Lift
September 2012 JOURNAL OF ADVERTISING RESEARCH
343
EXPLODING THE LEGEND OF TV ADVERTISING AND
PRICE PROMOTIONS
advertising exposure had a greater impact
in bringing in new buyers to the brand
(See Figure 4).
Yogurt Brand B experienced more mod-
est increases from TPR and feature on
top of TV—only 3 percent and 2 percent,
respectively. Feature plus display, how-
ever, added a significant bundled effect,
bringing the overall sales lift to +27 per-
cent. Presumably, the greater part of the
increase in households and volume during
this event was due to the display, which
had the advantage of capturing the con-
sumer at the point of decision.
17. Similar to yogurt Brand A, all in-store
stimuli had a greater impact on exist-
ing brand buyers, with display having
the greatest impact. Television advertis-
ing exposure had a much greater impact
in bringing in new buyers to the brand
as compared to yogurt Brand A (See
Figure 5).
RTE cereal Brand C showed a 12-percent
increase in volume over TV alone when
TPR was added. Feature added to televi-
sion had almost the same size effect (10
percent) as TPR without cannibalizing rev-
enues as TPR did. Combining feature and
display was the strongest option: the bun-
dle brought total impact to +93 percent,
nearly doubling overall brand volume
(See Figure 6).
RTE cereal Brand D did not benefit
much (4 percent) from adding TPR on
top of television. Feature was used in so
few store/weeks that it did not support a
breakout on its own. The full bundle with
display, however, more than doubled tel-
evision alone, with a +112-percent volume
lift. Combining multiple promotions again
appeared to be a stimulus of immense
power when added to television. Addi-
tionally, all in-store stimuli had a greater
impact on existing brand buyers for both
RTE cereal brands (See Figure 7).
Toothpaste Brand E saw great benefit
18. from adding TPR on top of television, with
a solid 26-percent increase. Feature again
was not used in enough store/weeks to
read on its own. The TV+Feature+Display
brought the total impact of all stimuli com-
bined up to a substantial +39 percent over
television alone. The study also showed
%
27%
9%
14%
20%
6%
12%
0 5 10 15 20 25 30
TV + Feature +
Display
TV + Feature
TV + TPR
S
ti
m
ul
19. i
% Increase in
Household Reach
% Volume
Increase
Figure 3 Yogurt Brand A Findings
%
27%
2%
3%
25%
2%
4%
0 5 10 15 20 25 30
TV + Feature +
Display
TV + Feature
TV + TPR
S
ti
m
20. ul
i
% Increase in
Household Reach
% Volume
Increase
Figure 4 Yogurt Brand B Findings
%
93%
10%
12%
83%
11%
12%
0 20 40 60 80 100
TV + Feature +
Display
TV + Feature
TV + TPR
S
21. ti
m
ul
i
% Increase in
Household Reach
% Volume
Increase
Figure 5 RTE Cereal Brand C Findings
344 JOURNAL OF ADVERTISING RESEARCH September
2012
EXPLODING THE LEGEND OF TV ADVERTISING AND
PRICE PROMOTIONS
that all in-store stimuli had a greater
impact on existing brand buyers. The
impact, however, was lower than other
categories (See Figure 8).
Toothpaste brand saw the highest
television-produced sales increase of all
six brands in the current study. TPR added
only 5 percent. Feature actually had a
negative effect on sales when added to
television, lowering brand volume among
current purchasers by –3 percent and
across the entire market by –14 percent.
22. Toothpaste is a highly promoted cat-
egory with considerable brand switch-
ing. The negative results likely were due
to coincidental heavy promotional activ-
ity by a competitive brand. Another fac-
tor: Brand E was not in the feature often;
unlike other brands that were in the fea-
ture more often, any competitive activity
could have affected the analysis of the cur-
rent study. Display once again performed
admirably with a 14-percent lift. The net
positive volume lift across the market-
place of the stimuli bundle was +12 per-
cent, apparently lower than it would have
been without feature.
CONCLUSIONS AND FUTURE
IMPLICATIONS
The authors believe that the current paper
demonstrates, for the first time, a method-
ology for measuring and predicting the
synergist impact of in-store tactics with tel-
evision advertising with household-level
data. For this reason, they also believe that
this study carries great implications for the
future of media planning and marketing
spend. Although it does not deliver a blue-
print, it does offer a course of action for
more accurate media buying and a more
strategic allocation of marketing funds.
One important conclusion from this
study is the role of creative and com-
petitive media and their influence on
short-term results. As the current study
23. demonstrated, results will not be predict-
able based on any simplistic rules or aver-
ages. Each marketer would do well to use
single source to study each brand over
time so as to be able to learn what is work-
ing and what is not and to tune the mix of
stimuli to take fullest advantage of where
creative is working. Further, this type of
analysis can give media planners the tools
%
39%
26%
34%
22%
0 10 20 30 40 50
TV + Feature +
Display
TV + TPR
S
ti
m
ul
i
% Increase in
Household Reach
24. % Volume
Increase
Figure 7 Toothpaste Brand E Findings
%
12%
14%
–14%
5%
35%
17%
–3%
5%
–20 –10 0 10 20 30 40
S
ti
m
ul
i
% Increase in
Household Reach
25. % Volume
Increase
TV + TPR
TV + Display
TV + Feature + Display
TV + Feature
Figure 8 Toothpaste Brand Findings
%
112%
4%
97%
6%
0 20 40 60 80 100 120
TV + Feature +
Display
TV + TPR
S
ti
m
ul
i
26. % Increase in
Household Reach
% Volume
Increase
Figure 6 RTE Cereal Brand D Findings
September 2012 JOURNAL OF ADVERTISING RESEARCH
345
EXPLODING THE LEGEND OF TV ADVERTISING AND
PRICE PROMOTIONS
to reconcile a competitive brand’s media
mix during the planning process so that
allocations are determined with a high-
resolution understanding of the dynamics
of the category.
The current study includes the first six
brand case studies; as this type of house-
hold level analysis continues, the follow-
ing questions can now be answered:
Under what conditions, and for which
product categories, is there positive
synergy between television and in-store
and between television and price?
How do different consumer groups
respond to the various television and
in-store promotions? Do they work bet-
ter for price-sensitive consumers but not
27. others?
What is the effect of different promo-
tional stimuli on reaching existing brand
buyers versus reaching new or lapsed
buyers? Does television reach a different
buyer than in-store promotions?
Under what conditions are either of
these combinations negative anti-
synergies? In other words, under what
conditions—and for which product
categories—is it wasteful to use televi-
sion at the same time as either in-store
or price?
What decisions made one way based on
1-year ROI would be made differently
based on 2-year ROI? For example, in
optimizing the three variables, would
more television be used based on 2-year
ROI than on 1-year ROI?
BILL HARVEY, vice chair and CRO, TRA, Inc. has spent more
than 35 years in the area of media research with special
emphasis on new media. As the strategy head of the
American Research Bureau (now Arbitron), he invented
Century Media and New Electronic Media Science,
third-party research companies serving 70+ of the top
100 advertisers and most major cable and satellite
operators, networks, agencies, and other research
28. companies. He is a former executive of Arbitron,
Interpublic, Grey Advertising, and OpenTV.
TERESE HERBIG, senior vice president, sales and marketing,
TRA, Inc. brings more than 20 years of packaged goods
experience to TRA. Terese has held positions within
SAMI, Nielsen Marketing Research, and Information
Resources. Herbig has held senior positions in Global
Solution
Product Management and Marketing;; CPG and
Retail Marketing and Client Service;; and sales force
development. Follow her on Twitter @therbig
MATTHEW KEYLOCK is senior vice president, new business
development and partnerships at dunnhumbyUSA.
29. Keylock oversees dunnhumby’s capabilities and growth
in media and marketing effectiveness. Keylock has
been immersed in dunnhumby’s business for more
development of the Clubcard program, its immensely
successful loyalty program and its targeted shopper
communications strategy that have helped to drive
Tesco’s growth. On Twitter: @mattkeylock
RITESH AGGARWAL is Director of Custom Insight at
dunnhumbyUSA, responsible for analyzing customer
purchase behavior to deliver unique, data-driven
insights. He earned a Bachelor ofTechnology in
Mechanical Engineering from the Indian Institute of
Technology in Bombay, India, and a Post Graduate
30. Diploma in Management from the Indian Institute of
Management in Ahmedabad, India.
NINA LERNER is Associate Director of Analysis at
dunnhumbyUSA, responsible for generating
media insights for dunnhumby’s engagement with
key consumer markets’ clients. Prior to joining
Nielsen Company. She earned a Bachelor of Business
Administration in Business Administration with a
Concentration in Marketing from Emory University, and a
Master of Arts in Quantitative Research Methods in the
Social Sciences from Columbia University.
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