U.s. Agriculture And Agricultural Productivity - 1073 Words

In previous decades one of the most evident modifications in U.S. agriculture has remained in agricultural input markets. The exceptional development in yields and agricultural total factor productivity owes much to biological innovations in crop seeds, development of hybrid crops in the early part of the 20th century, with adoption of high-yielding varieties and modern biotechnology. Development of new types of pesticides and seeds has substantially improved agricultural productivity (). Agricultural input markets have evolved and family–owned and other small businesses gave way to larger enterprises that integrated in plant breeding, conditioning, production, marketing, and other functions. The evolution in the industry was coupled with increasing market concentration in seed and chemicals supply, and widespread mergers and acquisitions further shaped the industry. These dramatic changes have raised significant concerns regarding market power and its influence on agriculture , in general (). These mergers are fueled by the need for increased research and development budgets. Agribusinesses are trying to develop crops that are resistant to climate change as temperatures around the world grow hotter and rainfall grows more erratic. They’re also going to have to feed a lot more people; by 2050, projections show there will be 9 billion people living on the earth. This means there is going to be less area to farm. â€Å"The attempted takeover of Monsanto by Bayer is a threat to allShow MoreRelatedConsequences Of Climate Change On Food Systems1342 Words   |  6 PagesThe agricultural sector in the United States contributes largely to both rural and national social and economic development; however, it is greatly affected by climatic changes. As the world population is expected to increase up to approximately nine billion by 2050, climate change affects the stability of food production and poses food security challenges in the US (Hatfield et al. 2014). Smith et al. 2 013, argued that negative impact of climate change on agriculture have a direct impact on globalRead MoreModern Agricultural Biotechnology And Its Potential Usefulness And Effectiveness961 Words   |  4 PagesDebates over modern agricultural biotechnology and its potential usefulness and effectiveness are often characterized by deeply polarized stances. Proponents, which include industry advocates as well as some scholars, tout the benefits of increased agricultural productivity leading to positive outcomes for poor and small-scale farmers, as well as hunger alleviation - while critics outline potential negative impacts of this technological package, highlighting the polarization of agrarian social structuresRead MoreThe Case For Continued Agricultural Trade Liberalization1403 Words   |  6 PagesThe Case for Continued Agricultural Trade Liberalization Alan Blinder once wrote, â€Å"Economists have the least influence on policy where they know the most and are most agreed; they have the most influence on policy where they know the least and disagree most vehemently† (1987, p.1). This maxim is certainly true when the subject in question is free trade. Despite near unanimity among economists as to the benefits of free trade, the general public remains skeptical and politicians regularly play toRead MoreU.s. Relations : Foreign Relations848 Words   |  4 PagesU.S.-Ghana Relations U.S. involvement in Africa in general, Ghana in particular, has shown ebbs and flows according to a broad range of factors including, most notably, political stability, economic growth and safety measures. Probably, Obama s much-hyped visit to Ghana in 2009 is an indication of U.S.-Africa s dynamic relation that has historically been centered on aid. Ghana, a West African country, has witnessed a steady economic growth over recent years, and by virtue of her political stabilityRead MoreAgriculture Is A Vital Part Of Society, And Agribusiness1630 Words   |  7 PagesAgriculture is a vital part of society, and Agribusiness is of course the business behind it. While agricultural needs were different in ancient times, farming was always necessary. With agriculture came the domestication of plants and animals. This domestication allowed the human civilization to flourish. With time, new technologies and lifestyles changed the course of agriculture. According to the USDA Census of Agriculture, aging farmers and ranchers, whose average age has risen from 52 to 57Read MoreAgriculture Business and Management Essay example942 Words   |  4 PagesI want to major in is Agriculture Business and management. The reason why I want to major in Agriculture Business is because agriculture is an important aspect of every society for its social, economic, and environmental growth. I first heard of this career from my agriculture advisors, at Westminster High School’s farm, when I was being shown a list of jobs and careers that involved agriculture. I was interested in this career because I have a general interest in agriculture and farming, which isRead MoreEssay on Impacts of Agricutlure on the Environemnt1692 Words   |  7 Pageseffects of agriculture – water and air pollution, loss of habitats and biodiversity, greenhouse gas emissions, and nutrient losses – have received major attention and continue to persist. En vironmental concerns arise from many agricultural activities and sources including concentrated livestock production, pesticide and chemical use, deforestation, drainage of wetlands, soil erosion from cropland, and the use of fragile lands. Damage to Soil Soil erosion from farmland threatens the productivity of agriculturalRead MoreBusa 3000 Country Paper1518 Words   |  7 PagesThe territorial size of the country is 2,381,740 square kilometers (919,594 square miles) which is more than three times the size of Texas (U.S. Department of State). Algeria has a population of approximately 34.8 million people, which has tripled since 1960 (Google Public Data). Algeria is a republic, having won independence from France on July 5, 1962 (U.S. Department of State). Much like the United States, Algeria has three branches of government. President Abdelaziz Bouteflika, who has beenRead More Saving American Agriculture Essay982 Words   |  4 PagesSaving American Agriculture American agriculture has changed dramatically since the first days of mechanized equipment and large-scale crop production. â€Å"Many conceived of farming as a rewarding life . . . and a source of moral virtue† (Mariola, 2005). While presently, many view farming as purely economic in purpose. It has been stated that farming in America is decreasing more quickly than any other occupation. Yet, population increases steadily, making agriculture all the more essential. ManyRead MoreThe Rise Of The Mid Size Farmer Essay878 Words   |  4 PagesIn an increasingly globalized world, productivity and efficiency is crucial to the survival of agricultural businesses. Today, a smaller number of farms produce an increasingly larger amount of produce. Since 1920, the average farm size has grown over 300 percent (Ikred). Productivity is at an all time high, and in recent years the U.S. has had a â€Å"tremendous increase in international agricultural trade (Brown, 2011, p. 168).† Fo r consumers around the world, this means cheaper, more accessible food

A Startling Fact about Critical Thinking Uncovered

A Startling Fact about Critical Thinking Uncovered The growth in justifications could possibly be because of the asynchronous nature of online discussions, while the growth in expanding comments could be because of the spontaneity of genuine time' discussion. Globalisation since it's haled and welcomed as a required field of reasoning that we're led to the time spent commuting. If you're interesting in improving your skills in a sense that could affect your life and career moving forward, higher education is an incredible venue whereby to attain that. Another benefit is that you could make new friends on tours. Critical thinking uses many procedures. You then make conclusions regarding your distinctive perception of the info. 12Make the perfect Inferences You are continuously making inferences. Instead, you only ought to analyze the problem dependent on the context and facts you're ready to collect. Logic errors also can happen every time a thinking makes generalizations and doesn't consider the evidence. Fourth, you'll have to deal with the progress and results of the undertaking. In reality each issue solving process needs to be utilised in combination with the other so as to get maximum outcomes. Critical thinkers have the ability to look at their biases or make it possible for them to compromise their thinking processes. Nurses will need to use language that will clearly communicate a great deal of information that is essential to good nursing care. For a thorough understanding of the situation of the individual, the nurse and the patient ought to be in agreement with the significance of concepts. There's limited research on the function of social expertise in critical thinking development, but there's some evidence to suggest it is a significant aspect. Since that time, it has grown into a standard practice in data analysis to not just concentrate on the survivors data but also be aware of absence of information. In many scenarios, you are going to be presented with information that may appear important, but nevertheless, it may pan out to be only a minor data point to contemplate. What's more, you combine your new information with your present understanding of the world so as to make the most accurate assessment that can be made. Critical thinking is employed as a style of deciding if a claim is correct, partially true, or false. Then develop into the alien (dress up in the event that you wish) and ask questions regarding this issue from a wholly uninformed perspective. Also, you could have to resolve a technical matter. So it could be with the expression critical thinking. Therefore, it's pretty difficult to get away from emotions as a platform for thinking. You might also have to take part in critical thinking with a group. It's not sufficient to simply be critical, but we also need to have a feeling of mindfulness that is not readily accomplished. What Critical Thinking Is - and What it Is Not 1 quality of a great critical thinker is the capability to ask on-target questions. Since you may see, critical thinking is a transferable skill that may be leveraged in a number of facets of your life. 1 approach to improve critical thinking skills is to maintain a journal. There are numerous various important thinking skills you may discover valuable to include on your resume. Critical thinking is often utilised in nursing. It is a key skill that should be applied to all aspects of your studies. Good important thinking promotes such thinking skills, and is essential in the fast-changing workplace. Creativity Critical thinking often involves some degree of creativity. What You Can Do About Critical Thinking Beginning in the Next 15 Minutes Indeed, it's what all businesses search for in managers. Then it's possible to think of your very own possible solutions. Customer service jobs demand a composite mixture of soft and tough skills for success. Problem solving often requires critical thinking to implement the ideal solution and understand whether the remedy is working as it is related to the objective. You can also find analysis is a fundamental skill to eventually solving the issue. While the should fix problems is universal, the advantages of the approach we teach are distinct. The incorrect data can be readily ruled out if there are plenty of options given, and when you have the necessary knowledge. To handle an issue effectively, first you've got to understand how to see it clearly.

Self Reflection Watson Analytics

Question: Discuss about the Self Reflection for Watson Analytics. Answer: Introduction: In this particular assignment, I have undertaken the task in evaluating a huge volume of data using analytics tool. For the accurate evaluation of the data, I have selected IBM's Watson Analytics tool for the evaluation of the data. The initial significant task was to determining and selecting the raw data set the can be used for analysis. I have looked into the various data sources provided in the requirements. With detailed study and understanding of the needs and requirements of the analysis, I have selected a raw data set to form the UNdata. For this present evaluation, I have selected the raw data set from the "Environment Statistics Database" about the precipitation information. The raw dataset that I have downloaded contained various information and record about the precipitation. Before analyzing the dataset in Watson analytics, I have edited and screen the data while eliminating the errors and vague data present in the dataset. I have rejected the data with unrealistic value like -9999.9 or any repeated pattern followed in the record. In addition to that, I have also rejected the data with very large or negative value in precipitation record. Moreover, I have deleted the record with null values present in them and the column name with footnote representation. The data screening and data editing have provided me with the reliability and validity of the data after analysis. While conducting the data analysis part, the vital problem I have faced, understanding the working of the Watson Analytics Solution. I have collected information relevant to the Watson Analytics for understanding the usability of the analytics software. I have taken information from various open sources like journals and official documents available on IBM's website. In addition to that, I have communicated with my team members for understanding the working of the analytics tool. After I have to gather ample information about how Watson Analytics, works, I have proceeded my work for analysis of the raw data collected from the world's precipitation record. Moreover, I have utilized the Watson Analytics tool for calculation and evaluation of the precipitation all over the globe for a time period of 1953 to 1991. I have uploaded the raw data to the Watson Analytics tools for evaluating the relationship between the different rainfalls in a particular area with the selected period of time. In addition to that, I have evaluated the precipitation pattern in a particular place in the world. The application of the Watson Analytics tool is user-friendly and allowed in developing the visualization and statistical representation of the data inputted in the application. I have selected the data uploaded in the application and created the discovery set for the analysis of the precipitation calculation. In the next step, I have created the dashboard present in the application. After creating the dashboard, the application showed various options for the creation of the visualization of the analyzed dataset of the precipitation. I have created the geospatial globalization representation of the analyzed data that has provided me with the annual precipitation by territory or country in the provided database. The statistical representation of the data have made the analyzing and evaluation of the global precipitation calculation easier. Moreover, the predictive model obtained from the Watson Analysis provided the accuracy of the precipitation model overall rate throughout the globe. After the application of the analytics tool, I have evaluated and examined the data. Furthermore, I have prepared the report of data analysis required for this assignment. The applications of the Watson Analytics application have allowed me in the easy and prominent analysis of a huge set of data containing 16246 records. The Watson Analytics tool has reduced the complexity, and manual effort requires for analyzing the huge set of data. I have identified the drivers and determined the influences in the developed prediction model of the precipitation records. In addition to that, the visualization report ad dashboard that I have generated using the Watson Analytics allowed me assembling the data and provides the user to easily understand the problem and solution. With the application of the Watson Analytics, I have provided the various predictive precipitations all over the globe. The simple analysis of the Watson assisted in refining the analysis of the data. Furthermore, I have created the complete documentation and developed the result of the analysis process. The results created in the Watson Analytics tool have allowed me in delivering the accurate result to the data set used for this particular solution. Moreover, my experience in working with the Watson Analytics Tool has provided me with the vision of using data analytics in business and practical application.

Romeo And Juliet Essays (933 words) - Characters In Romeo And Juliet

Romeo And Juliet Laurence are kind but powerless characters who inadvertently contribute to the tragic ends of Romeo and Juliet. The Nurse is ignorant and unthinking as she enjoys and sets up the secret marriage, but she does not think about the consequences or take responsibility for them. The Nurse helps Juliet to marry Romeo when the Nurse knows it is forbidden. The Friar is wise and insightful when he marries Romeo and Juliet, but he simply does not have the power or the foresight to stop the tragic events that come after the marriage. Friar Laurence agrees to marry Romeo and Juliet, even though it is risky. These two characters share good intentions and love for Romeo and Juliet, and share the responsibility for their deaths. The Nurse helps Juliet to marry Romeo because she is just thinking about Juliet's feelings without thinking about the problems this marriage could cause. In Act I, Scene. v., lines 137-138, she tells Juliet who Romeo is. It causes Juliet to get very upset: "My only love, sprung from my only hate." (I.V.139), but the Nurse doesn't think about this. She doesn't see the trouble that has started. After the nurse realizes that Juliet and Romeo love each other, she doesn't stop it; instead, she agrees to carry the message to Romeo, although she knows Romeo is a Montague. After the Nurse has a secret meeting with Romeo, she teases Juliet and praises Romeo as a handsome and nice young man. She does not explain to Juliet the problems of loving Romeo. She helps and encourages Juliet to get to Friar Laurence's cell to get married. The Nurse doesn't consider the dangerous result of this action. She only thinks of the moment. After the marriage, the Nurse quickly abandons Juliet. The Nurse refuses to help Juliet any more after Romeo kills Tybalt. Even though the Nurse supported the marriage before, she does little to stop the forced marriage of Juliet to Paris. She does not understand Juliet's emotional love for Romeo because the Nurse only thinks love is physical. She suggests to Juliet that Paris is as good as Romeo, and Juliet might as well take Paris because no one will know: "I think you are as happy in this second match,/ For it excels your first: or if it did not,/ Your first is dead; or ?twere as good he were" (III. v.) The Nurse ignores the feelings that Juliet has, and she doesn't think about Juliet's religious fear about marrying two men at the same time: "My husband is on earth, my faith in heaven;/ How shall that faith return again to earth,/ Unless that husband send it me from heaven/ By leaving earth?" (III. v.) . The Nurse thinks Romeo is as good as dead, and no good to Juliet. Her ignorance makes the Nurse unwise in letting Juliet sleep alone at the wedding eve, even though Juliet is upset and doesn't want to marry Paris. The Nurse loves Juliet like her own daughter, but when she helps Juliet, she contributes to the tragic outcome. Friar Laurence is an intelligent and loving man who wants to end the fighting and help the two young lovers be together. Friar Laurence knows the danger of physical love when he tells Romeo, "... young men's love, then, lies/ not truly in their hearts, but in their eyes" (II. iii.) After careful thinking, Friar Laurence agrees to conduct the marriage of Romeo and Juliet, although he knows it is dangerous. He chooses to marry Romeo and Juliet because he hopes this marriage could stop the war between the families: "In one respect I'll thy assistant be;/ For this alliance may so happy prove,/ To turn your households' rancour to pure love" (II. iii.). He marries them in secret and doesn't tell Montague or Capulet about the marriage immediately. Friar Laurence does everything he can to make the right decision about the marriage, and does not give up when things go wrong. Friar Laurence believes in what he is doing, and does not abandon Romeo and Juliet when the trouble starts, but his plans accidentally lead to their deaths. When Romeo kills Tybalt and is banished, he gets very upset and feels that he cannot live without Juliet. Friar Laurence is smart; he convinces Romeo that he is lucky to be only banished and not put to death for killing Tybalt: "Thy fault our law calls death; but the kind prince,/ Taking thy part, hath brush'd aside the law/ ... This is

Should Organs Be Taken From Th essays

Should Organs Be Taken From Th essays Should Organs Be Taken From The Dead Without Prior Written Consent Of The Deceased Or Consent Of The Family? Within the last few decades, one of the most amazing medical advances has been the ability to give organ transplants (Newkirk 11). Gary Newkirk states in Modern Medicine that these medical events are a bittersweet experience, since in many instances someones untimely death facilitates the survival of someone else(Newkirk 11). The Pope John Paul II says organ donation is a genuine act of love (Century 947). Ten different religious leaders at the Ottawa headquarters of the Kidney Foundation in Canada, all signed an organ donor card (CMJ 1338). Rabbi Reuven Bulka says We want to escalate this to the point where its not even a choice-it is a duty of the individual(CMJ 1338). Currently, there are 62,000 individuals on a national waiting list for organ transplants of various types (Newkirk 11). Four people are added to this organ waiting list every hour, however, 12 people who are already on this list will die daily while waiting for a transplant (Newkirk 11). Many Americans claim they would gladly donate their family members organs if they knew that this was something their family member wanted (Newkirk 11). However, more than 75% of Americans dont know if their family member is a registered donor (Newkirk 11). When confronted, roughly 50% will allow removal of their family members organs (Newkirk 11). The key words here are when confronted. It says in Lancet that studies have showed health care workers do not like to confront the family during this tragic time with such a request (2085). The organ donation question must be asked immediately following the death, because time is a major player (Perry 38). Major organs, like the heart and lungs, need to be removed from the body with 4-6 hours after death (Perry 38). Other organs, like th...

James Longstreet - Civil War General

James Longstreet - Civil War General James Longstreet - Early Life Career: James Longstreet was born on January 8, 1821 in southwest South Carolina. The son of James and Mary Ann Longstreet, he spent his early years on the familys plantation in northeast Georgia. During this time, his father nicknamed him Peter due to his solid, rock-like character. This stuck and for much of his life he was known as Old Pete. When Longstreet was nine, his father decided that his son should follow a military career and sent him to live with relatives in Augusta to obtain a better education. Attending Richmond County Academy, he first attempted to gain admission to West Point in 1837. James Longstreet - West Point: This failed and he was forced to wait until 1838 when a relative, Representative Reuben Chapman of Alabama, obtained an appointment for him. A poor student, Longstreet was also disciplinary problem while at the academy. Graduating in 1842, he ranked 54th in a class of 56. Despite this, he was well-liked by the other cadets and was friends with future adversaries and subordinates such as Ulysses S. Grant, George H. Thomas, John Bell Hood, and George Pickett. Departing West Point, Longstreet was commissioned as a brevet second lieutenant and assigned the 4th US Infantry at Jefferson Barracks, MO. James Longstreet - Mexican-American War: While there, Longstreet met Maria Louisa Garland whom he would marry in 1848. With the outbreak of the Mexican-American War, he was called to action and came ashore near Veracruz with the 8th US Infantry in March 1847. Part of Major General Winfield Scotts army, he served in the siege of Veracruz and the advance inland. In the course of the fighting, he received brevet promotions to captain and major for his actions at Contreras, Churubusco, and Molino del Rey. During the assault on Mexico City, he was wounded in the leg at the Battle of Chapultepec while carrying the regimental colors. Recovering from his wound, he spent the years after the war stationed in Texas with time at Forts Martin Scott and Bliss. While there he served as the paymaster for the 8th Infantry and conducted routine patrols on the frontier. Though tension between the states was building, Longstreet was not a avid secessionist, though he was a proponent of the doctrine of states rights. With the outbreak of the Civil War, Longstreet elected to cast his lot with the South. Though he was born in South Carolina and was raised in Georgia, he offered his services to Alabama as that state had sponsored his admission to West Point. James Longstreet - Early Days of the Civil War: Resigning from the US Army he was quickly commissioned as a lieutenant colonel in the Confederate Army. Traveling to Richmond, VA, he met with President Jefferson Davis who informed him that had been appointed a brigadier general. Assigned to General P.G.T. Beauregards army at Manassas, he was given command of a brigade of Virginia troops. After working hard to train his men, he repelled a Union force at Blackburns Ford on July 18. Though the brigade was on the field during the First Battle of Bull Run, it played little role. In the wake of the fighting, Longstreet was irate that the Union troops were not pursued. Promoted to major general on October 7, he was soon given command of a division in the new Army of Northern Virginia. As he prepared his men for the coming years campaigning, Longstreet suffered a severe personal tragedy in January 1862 when two of his children died from scarlet fever. Previously an outgoing individual, Longstreet became more withdrawn and somber. With the beginning of Major General George B. McClellans Peninsula Campaign in April, Longstreet turned in a series of inconsistent performances. Though effective at Yorktown and Williamsburg, his men caused confusion during the fighting at Seven Pines. James Longstreet - Fighting with Lee: With the ascent of General Robert E. Lee to army command, Longstreets role increased dramatically. When Lee opened the Seven Days Battles in late June, Longstreet effectively commanded half the army and did well at Gaines Mill and Glendale. The remainder of the campaign saw him firmly cement himself as one of Lees chief lieutenants along with Major General Thomas Stonewall Jackson. With the threat on the Peninsula contained, Lee dispatched Jackson north with the Left Wing of the army to deal with Major General John Popes Army of Virginia.Longstreet and Lee followed with the Right Wing and joined Jackson on August 29 as he was fighting the Second Battle of Manassas. The next day, Longstreets men delivered a massive flank attack which shattered the Union left and drove Popes army from the field. With Pope defeated, Lee moved to invade Maryland with McClellan in pursuit. On September 14, Longstreet fought a holding action at South Mountain, before delivering a strong defensive performan ce at Antietam three days later. An astute observer, Longstreet came to grasp that the weapons technology available gave a distinct advantage to the defender. In the wake of the campaign, Longstreet was promoted to lieutenant general and given command of the newly-designated First Corps. That December, he put his defensive theory into practice when his command repulsed numerous Union assaults against Maryes Heights during the Battle of Fredericksburg. In the spring of 1863, Longstreet and part of his corps were detached to Suffolk, VA to collect supplies and defend against Union threats to the coast. As a result, he missed the Battle of Chancellorsville. James Longstreet - Gettysburg the West: Meeting with Lee in mid-May, Longstreet advocated for sending to his corps west to Tennessee where Union troops were winning key victories. This was denied and instead his men moved north as part Lees invasion of Pennsylvania. This campaign culminated with the Battle of Gettysburg on July 1-3. In the course of the fighting, he was tasked with turning the Union left on July 2 which he failed to do. His actions that day and the next when was charged with overseeing the disastrous Picketts Charge led many Southern apologists to blame him for the defeat. In August, he renewed his efforts to have his men transferred west. With General Braxton Braggs army under heavy pressure, this request was approved by Davis and Lee. Arriving during the early stages of the Battle of Chickamauga in late September, Longstreets men proved decisive and gave the Army of Tennessee one its few victories of the war. Clashing with Bragg, Longstreet was ordered to conduct a campaign against Union troops at Knoxville later that fall. This proved a failure and his men rejoined Lees army in the spring. James Longstreet - Final Campaigns: Returning to a familiar role, he led the First Corps in a key counterattack at the Battle of the Wilderness on May 6, 1864. While the attack proved critical in turning back Union forces, he was badly wounded the right shoulder by friendly fire. Missing the remainder of the Overland Campaign, he rejoined the army in October and was placed in command of the Richmond defenses during the Siege of Petersburg. With the fall of Petersburg in early April 1865, he retreated west with Lee to Appomattox where he surrendered with the rest of the army. James Longstreet - Later Life: Following the war, Longstreet settled in New Orleans and worked in several business enterprises. He earned the ire of other Southern leaders when he endorsed his old friend Grant for president in 1868 and became a Republican. Though this conversion earned him several civil service jobs, including US Ambassador to the Ottoman Empire, it made him a target of Lost Cause advocates, such as Jubal Early, who publically blamed him for the loss at Gettysburg. Though Longstreet responded to these charges in his own memoirs, the damage was done and the attacks continued until his death. Longstreet died on January 2, 1904 at Gainesville, GA and was buried at Alta Vista Cemetery. Selected Sources HistoryNet: James Longstreet Civil War: James Longstreet

Introduction to business Essay Example | Topics and Well Written Essays - 500 words

Introduction to business - Essay Example The US retail industry is about $4.13 trillion. Discussion Competition in the Home Improvement Market – both Lowe’s and Home Depot are in effect after the same segment of customers. These are the people who undertake renovations, repairs or major upgrades on their homes. Three likely sources of revenue growth for a retail chain are the following: opening new stores, increase sales revenue per store and expand item offerings. The current recession has ruled out implementing any of these three options and so it is quite understandable that the competition gets tougher with the same set and number of customers. The difficult financial conditions has likewise slowed the demand for items being offered at both stores although they price their products practically the same. More importantly, demand for D-I-Y (do it yourself) home products are waning due to the recession. People are concerned with the values of their home during difficult times and will naturally tend to postpo ne discretionary spending (Quinn, 2009, p. 1). Home renovations, repairs and expansion are generally optional expenses and can be postponed when necessary.

Care of Sick Children Essay Example | Topics and Well Written Essays - 2000 words

Care of Sick Children - Essay Example This entails that the care continues even if the child does not receive direct treatment for the diagnosed disease. Health professionals are entitled to evaluate and alleviate a number of issues relating to the child. These issues include physical and psychological well-being of the concerned child. Moreover, medical professionals are also entitled to consider the social distress of the affected child. In order to have an effective palliative care, it requires application of a multidisciplinary approach. This means that in palliative care, the family of the child is supposed to make their contribution and be ready to assist with available resources. However, palliative care also takes place even if there are limited resources. Another significant issue is that palliative care can be provided in various areas. These areas include various tertiary care facilities and public health centers. Palliative care can also be provided in the affected children’s home. There is close conne ction of palliative care with a child’s death. Death tends to be the only issue that hampers application of and access of palliative care to children. However, even with the occurrence of the death, palliative care is entitled to take place as one of the components of treatments. Through palliative care, children and their families get the opportunity of having a new hope for the life of the affected. Palliative care also helps in preparing the families for the worst that might occur any time, which in this case is death. Challenges that nurses encounter when implementing palliative care to children The child’s awareness and understanding of their dying One of the main challenges that tend to affect nurses when implementing palliative care to children is stress (McCloskey et al., 233). Many people often consider the death of a child as unnatural event. This mentality contributes in making many of the nurses to be psychologically affected knowing that the affected child may succumb to death any time. Stress also comes because of the demanding responsibilities associated with caring for children with terminal illnesses (O'Leary 435). Mostly, these responsibilities contribute in making anticipatory anxiety to nurses when addressing the needs of these children. Newly employed nurses into this field are the one who seem to be mostly affected with the issue of stress. This is because they are in most cases practically unfamiliar with the psychological situation that these children and their parents go through. The other main challenge associated with implementing palliative care to children is uncertainty of prognosis. Prognostication refers or in most cases is acknowledged as the employment of inaccurate medical science in adult palliative care (O'Leary 435). However, this issue is mostly more complicated and challenging in children compared to adults. Most of the children affected with this condition are those with non-malignant disease (Junger et al ., 6). There are cases where some children with terminal illnesses have lived beyond the estimation of prognosis. In such cases, the affected children have apparently lived in various terminal phases (O'Leary 435). This has resulted to health professionals or nurses revisiting the various addressed issues now and then. Some of these issues include artificial hydration and nutrition. They also tend to check on appropriateness of further investigations of which is a challenge

Indicator and Determinants of High Blood Pressure Essay Example for Free

Indicator and Determinants of High Blood Pressure Essay This paper implements the indicators and determinants of high blood pressure in men. Many studies have measure the effect of Hypertension among men of different ethnical and socio-economic backgrounds. Socioeconomic is one major determinant which influences high blood pressure in men. High blood pressure is a major illness in the human population, especially among men. High blood is normally called a â€Å"silent killer† due to the fact that there little to no symptoms. Fifty to fifty-eight million people suffer from hypertension with the increasing population being African Americans (John, n. . ). Steven was a 55 year old African American male that came into the hospital with complaints of a severe headache. Patients had no prior history of hypertension but blood pressure was taken with the result of 180/101. Patient states that he has a family history of cardiovascular diseases. Mother and Father suffered from hypertension as a result of obesity. Steven has worked for the United States Postal Service for 30 years and is under a lot of stress due to work. He is a chronic smoker and drink on occasions. The first medical professional that saw Steven was the ER doctor who cared for the patient and in returned referred Steven for follow up care with his PCP (Primary Care Physician). Before Steven saw his PCP the ER (Emergency Room) Doctor prescribes him Amlodipine 10mg 2 xs daily. The team that delivered care for Steven’s hypertension was as follow: * Dr. Ogalvie- PCP (Primary Care Physician) -Which his role is to, determines the best care for Steven and his hypertension. Provide a manage care plan and to make use of specialists and make referral that co- inside with Steven treatments. Nancy Bracey-Nurse Practitioner- The role of the Nurse Practitioner is to work as support to the Doctor when he is unable to make patients appointment or if he is in an emergency surgery. The Nurse Practitioner sometime plays a vital role in Steven treatments. She is able to help in Steven treatment, which includes ordering tests, conducting physicals, and ordering medicines. * Beth Anderson- RN- Registered nurses treat and educate patients in a clinical setting, keeping records of medical histories and performing diagnostics. Most RN work with patients and their families to teach them how to manage cardiovascular disease, educate them on dietary and other measures of minimizing heart risk and help patients with postoperative rehabilitation. * Lisa Coleman – Dietitian- The primary role of a Dietitian is to promote healthy and holistic healthcare. Steven dietitian educating him on good healthy eating habits. She also explained to him that exercising most important in keeping his blood pressure down. She also put him on a 1200 calorie diet to follow as part of his managed care plan. Data has shown and been a proven fact that hypertension is very prevalent in men, especially African American men. Many indicators can relate to hypertension such as socioeconomic statuses like where one live, employed or unemployed or a family base support system can all be factors. In Steven case some of the indicator were glucose, triglyceride, high-density lipoprotein cholesterol, blood pressure, and obesity (SABPA, (2012). All of these symptoms can be a target for organ damage. Steven also deals with anthropometric indicators which according to Rahimi, (2012) â€Å"The partial correlation coefficient was used to quantify the association between all anthropometric indicators with hypertension. Linear regression analysis was used to assess the influence of all anthropometric indicators on the variance of systolic and diastolic blood pressure†. Rahimi, (2012) states â€Å"Adult male population of Fars province had a high prevalence of hypertension, overweight and obesity which can be handled through healthy diet and physical exercises†. Steven dietitian stresses the important of holistic healthcare such as healthy eating habits and exercising on a regular basis. Other indicator was the problems of sexual dysfunction that Steven suffered in his marriage. Steven stated that he was unable to perform with his wife due to the high blood pressure medicine that he was taken. Rahimi, (2012) state â€Å"Thus sex, education, and for the most part, race were not independently associated with a failure to be aware or to enter treatment’. Rahimi, (2012) says â€Å"Sex and the number of antihypertensive drug days were independently associated with blood pressure control†. According to Steven physician Steven was also put on an enhancement drug to help with sexual dysfunction. According to Rahimi, (2012) â€Å"Vigorous public efforts led by the National High Blood Pressure Education Program and embraced by physicians’ groups and the pharmaceutical industry has steadily improved blood pressure outcomes in the past 20 years†. Rahimi, (2012) â€Å"To this point, however, overall increases in control have largely been driven by increases in awareness and entry into treatment among people with hypertension†. Rahimi, (2012) â€Å"Despite great technical advances, specifically the development of a wide range of new antihypertensive drugs and drug classes the process of care available in the community has not changed to any great extent and treatment itself remains highly inefficient†. Rahimi, (2012) â€Å"As an asymptomatic, chronic illness, hypertension does not pose a problem of diagnosis or cure, but rather the challenge of daily vigilance and ongoing commitment to treatment†. Rahimi, (2012) â€Å"For most people such as Steven with high blood pressure periodical visits to the physicians office simply do not produce the desired outcome†. As a result of data Steven were treated and educated on manage control through medication, diet and exercise. The disparities of socioeconomic are due to his poor health outcome. The key to controlled hypertension is patient follow-up, a managed care plan and patient education. In Steven treatment plan the impact of the team base approach is to effectively promote a managed care plan that is efficient in regulating Steven hypertension. The main key is to educate Steven on a post treatment plan and follow-ups care. One analysis of Steven resource and saving would be that Steven partake in his company wellness program which in returned will save and give him an incentive on his current insurance plan. Lastly the advantage of a team base approach in Steven case would be that each individual on Steven medical team would strategically come up with alternative plans of action and a plan of care that will effectively help in the treatment of Steven hypertension. Each medical professional on Steven team will play an active role in the quality of care for Steven. Again the key component is to stabilize Steven high blood pressure through healthy eating habits and exercise. The scope of team base approach is logically come up with a solution in helping Steven sustain life through longevity of the hypertensive care plan that is put in place

Nuclear Tragedy on Three Mile Island :: History Nuclear Essays

Nuclear Tragedy on Three Mile Island The Three Mile Island accident can be attributed to both human error and mechanical failure. This story begins on March 28, 1979 at about four o'clock in the morning. Every thing seemed to be running efficiently down at the nuclear power plant in Three Mile Island. Little did anyone know the catastrophe that was about to occur. The problem started in the secondary loop. There was a slight malfunction, which caused the pumps to shut down automatically. The alarms sounded immediately within the control room. Water pressure and water temperature began to build in the primary loop, because the heat could no longer be transferred to the secondary loop. However, this seemed normal and was no cause for immediate concern. At this point, the pressure relief valve (PORV) had opened automatically and released the steam into a holding tank. The backup pumps, which are located in the secondary loop, automatically turned on. Then, the cut-off valves disconnected the pumps from the system. The operators in the control room still felt that everything was running normal and there was nothing to worry about. Then, the PORV light went out indicating that the valves were then closed; however they were not. The steam and water continued to be released causing a loss of coolant accident (LOCA). The emergency injection water (EIW) was set in motion in the primary loop. The EIW is activated in the case of a LOCA. This did not concern the operators because it had happened before during numerous false alarms. However, they kept their eye on it, and noticed that the water in the primary loop was rising, while the pressure was decreasing. They turned off the EIW, but the water still appeared to be rising. However, that was not the case at all. The water along with the steam was being released through the PORV, without the operators knowing. By this time, over three thousand gallons had escaped from the primary loop. The instrument that checks the level of radioactivity levels was not functioning, so the operators had no reason to suspect a LOCA. The gauges in the control room continued to falsely state that the water levels were up. At this time, two of the four pumps were turned off in the primary loop caused by the amount of pressure from the steam traveling through them. Then, the last two pumps in the primary loop shut off.

Integrated Marketing Comunication

IMC PLAN by Daniela Stolk Table of Contents 1. 0 2. 0 Executive Summary Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 3. 0 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 4. 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC Budget Agency Selection Internet Website 5. 0 IMC Objective One – Consumer 5. 5. 2 Marketing Budget – Consumer IMC Methodologies – Consumer 5. 2. 1 Advertising – Consumer 5. 2. 1. 1 5. 2. 1. 2 5. 2. 1. 3 5. 2. 2 Advertising Budget Creative Brief – Consumer Advertising Design Consumer Promotions 3 5. 2. 3 5. 2. 4 5. 2. 5 5. 3 5. 3. 1 6. 0 Personal Selling – Consumer Sponsorship Programs Database Programs Sample Media Schedule – Radio 45 46 47 49 51 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 69 70 71 72 73 75 76 77 78 Media Plan IMC Objective Two – Distribution 6. 1 6. 2 Marketing Budget – Distribution IMC Methodologies 6. 2. 1 Advertising – Distribution 6. 2. 1. 1 6. 2. 1. 2 6. 2. 1. 3 6. 2. 2 6. . 3 6. 3 Advertising Media Budget Creative Brief – Distibution Advertising Design Trade Promotions Personal Selling – Distribution Media Plan 7. 0 Strategic Planning 7. 1 7. 2 7. 3 7. 4 7. 5 7. 6 7. 7 7. 8 7. 9 Company Background Mission and Vision Statement Goals and Objectives Product Review SWOT Analysis SWOT Matrix Marketing Mix Strategies Management Team Industry Research 8. 0 Corporate ID 8. 1 8. 2 8. 3 Letterhead Envelope Business Card 4 9. 0 Advertising Campaign 9. 1 9. 2 9. 3 9. 4 9. 5 9. 6 9. 7 9. 8 9. 9 3 Ad Series TV Story Board Radio Script Press Release Direct Mail Piece Banner Ad Billboard Poster POP Exhibit 9 80 83 86 87 88 90 91 92 93 5 1. 0 Executive Summary 1. 0 Executive Summary The following is an integrated marketing communications plan designed for HOLA Jewelry. This plan includes a promotion opportunity analysis, corporate strategies and our IMC Objectives: Consumer and Distribution. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. Additionally, a media plan and methods of evaluating the success of this IMC plan are described. HOLA is a unique and high-end jewelry brand that wants to introduce beautiful fashion statement.Not only will we sell a beautiful fashion statement but a great concept along with the brand that will give us the opportunity to enhance our brand image. Our products will be offered in sterling silver and gold with multiple designs of earrings, bracelets, rings and necklaces. This brand is primarily offered to Hispanics in the USA. The main idea is to bring a sense of unity and pride among Hispanic Americans living i n the USA. They will not only love the fact of wearing beautiful jewelry, but the fact to be supporting Hispanic non-profit organizations by buying our products.Since HOLA is a new brand that will be launching in the beginning of 2009, we want to make sure to create brand awareness among potential customers and future distribution partners by advertising in various medias. Our main objectives for this IMC plan are to build a strong brand image, to develop brand awareness and to enhance the firm image. On the other hand, we also want to encourage distribution channels to carry our products in order to be able to increase market share, sales volume and to build customer traffic.HOLA’s target market for the consumer segment is males and females between the ages of 1835, who represent middle to high-class status and who can afford to buy jewelry. This segment is directed primarily to Hispanics. It is a huge and dominant market that gives us the opportunity to be targeting to this specific market for the first launch in order to later infiltrate into different 7 markets. To successfully reach our target market, we will utilize magazines, radio and direct marketing pieces. Our main goal is to create a marketing communications program that includes advertising, sponsorships, promotions and direct marketing.This will allow us to increase market share and to build customer traffic. 8 2. 0 Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 2. 0 Promotion Opportunity Analysis HOLA is a beautiful and elegant jewelry brand that will be launching its first collection in January 2009. The name says it all; it is a beautiful word and the most famous Spanish word worldwide. Also the word HOLA has a wonderful meaning: ‘’HERITAGE OF LATIN AMERICA’’. Latin Americans, being the first minority in the United States, represent a huge market.This population is growing at a 5 to 1 pace and there is no jewelry brand offered specifically to this market. The main concept of this brand is the fact that it is directed to the Latin American Population in USA. Our primary marketing strategy is to create brand awareness in the beginning of the first launch. We want position HOLA as the number one jewelry brand in the consumer’s mind. We want to make sure that our main target market understands not only HOLA’s unique business concept but also the unity it will bring with the Hispanic population in USA.By doing so, HOLA will be able to build loyal customers that will start the word of mouth throughout this powerful market and that will continue to spread into new markets. The main target market for HOLA are Latin American males and females who are 18 and 35 years of age, that represent middle to high-class status who are able to afford fine jewelry. In addition to that, people who are proud of their heritage and background history and that love and can afford to wear beautiful jewelry.In terms of the marketing mix variables, HOLA wants to introduce a unique and well-designed collection that will include multiple designs in sterling silver and gold with precious stones, such as diamonds, rubies, sapphires and emeralds. A line of silver and gold combined will also be available. The beautiful design has tremendous flexibility for collections that will be launched in the future. We consider the design is beautiful and well rounded, it allows endless combinations for pendants, earrings, bracelets, rings, necklaces, etc.A line for children and a religious one will also be considered for future collections. The pricing strategy will set up to a higher than average price among its competitors. HOLA wants to position itself as an upscale brand as well as superior quality jewelry. 10 HOLA wants to promote itself with famous Latin American celebrities, charity events, holidays, sponsorships and tourism. We also want to reach our main target market through a variety of media such as magazine ads, catalogs, Internet and various channel promotions.HOLA Jewelry will focus its main distribution in those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. The first launch will be based in South Florida. The jewelry collection will be available in middle to high-level retail stores such as Nordstrom and Macy’s. In addition to that, the line will also be available online at the HOLA website. Today, the Internet is growing and people prefer to do online shopping than going to the actual store. 11 2. 1 Communications Analysis The jewelry market is a huge one.The USA has a 45% consumption rate in contrast to the rest of the world; which means that almost half of the world’s jewelry market is consumed by the USA. Since this is such a strong and huge market, jewelry brands that are able to spend more money in the communication strategy need to use the most successful methods. The most common used channels are magazines, direct marketing, trade shows and the Internet. The high-end jewelry brands advertise their products mainly through magazine ads, direct marketing and trade shows. When advertising for magazine ads, they will either introduce new collections or simply notify heir loyal customers to continue to visit their stores. These high-end jewelry brands such as Tous, Tiffany’s and Bulgary also utilize direct marketing in order to keep their customers aware of what they have available. The primary direct marketing tool that is used are catalogs, which are sent monthly to subscribers who can afford to buy their fine jewelry constantly. Trade shows are a very powerful use of communication channel because jewelry brands are able to introduce new collections as well as building relationships with distribution partners such as Nordstrom, Macy’s and Neiman Marcus.Today, the Internet is also very usefu l because almost every business has an online website where they sell their products and try to turn visitors into future buyers and subscribers. With online subscribers, the marketing team will be provided with an online database with information such as name, age, gender, zip code and email address. This information is successful because customers will be aware of product promotions, sales and new collections that will be sent through emails. The lower-end jewelry brands such as small boutiques or low priced jewelry spend less money on developing a strong brand.Some small boutiques can’t afford to spend money on magazine ads or direct marketing and so they utilize the Internet as their primary communication channel. They try to promote and sell their products through their websites. In order to have consumers to come and visit their store, the most successful method is by word of mouth. 12 On the other hand, low priced jewelry distribute their products through low- to †“middle end retailers such as Walmart, TJ Max and Target. This positions their products as middle-to-low end quality that most people who represent low to middle high-class status will be able to afford. 3 2. 2 Competitive Analysis Even though the jewelry market is a huge one with many brands and with a high level of competition; HOLA has no main competitor because of the way this brand is being developed and launched. Additionally, our unique philosophy and image won’t allow HOLA to have a major competitor. However, there is a brand that will be considered a minor competitor because of the similarity of the design concept and the target it reaches the most (Hispanic). In comparison to HOLA; Tous is a strong jewelry brand that started their collections with a symbol of a bear.This symbol has been and is still being used in almost every design that Tous provides. Unlike HOLA, Tous is already a well-established brand that has been in business for many years. Not only does Tou s is well known for their jewelry and famous bear, but also for the beautiful handbags they offer that have been a very powerful trend for years. Tous is what will be considered as our competitor because HOLA wants to stick with the concept of introducing a symbol that will be part of the design in each and every earring, bracelet, necklace and ring offered.Since it has been such a powerful strategy for Tous to build a strong and recognizable image HOLA will introduce their first collection with the logo and the word â€Å"HOLA† on it. This will represent what Tous used as the bear symbol. Aside from the similarity of the design concept, Tous’s main target market are Hispanics. Since this brand was first introduced in Spain, it has been able to reach a big part of the Hispanic Market in the USA. Their ads and website are also provided in English and Spanish.This is why Tous will be considered not only a competitor but also a business model to follow. 14 2. 3 Opportunit y Analysis An analysis of the high-end jewelry market as well as the Hispanic market shows several opportunities for HOLA Jewelry. These opportunities will reveal the plan HOLA wants to pursue for consumers and distribution. Consumers †¢ HOLA has the powerful opportunity to build a strong brand image by targeting to the Hispanic Market in the USA. This market is a huge and dominant one. This allows HOLA to establish itself as a powerful jewelry brand in the USA.The fact that HOLA is targeting to this specific market also gives the opportunity to expand to different markets in the future in order to grow and become a high-end jewelry brand. †¢ Latin Americans have a high rate of consumption in the jewelry market. In addition, the jewelry market is a $40 billion per year industry. This is why HOLA will have the opportunity to develop brand awareness as well as to establish itself in this powerful market because consumers will have a new and unique brand available with a mean ingful message tailored to them. Our unique marketing approach will allow us to enhance the firm image. Consumers will feel proud to wear HOLA Jewelry because of its meaningful concept and the unity it wants to bring among Hispanics in the USA and the fact that part of the sales will be donated to Hispanic charities around the country. Distribution †¢ HOLA will have the opportunity to increase market share through a selective distribution. Its products will be sold to specific middle to high-level retailers in the USA. By doing so, we will be able to better infiltrate into the jewelry market and to better reach our main target market. 15 HOLA will have the opportunity to increase sales volume by distributing its products in different geographic locations in the USA. They will be determined according to those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. †¢ Through new channels of direct distribution, HOLA will have the opportunity to build customer traffic. Sales through the Internet and catalogs will be the two main channels that will allow the traffic growth. 16 2. 4 Target Market Analysis Target Market HOLA’s target market will be a Hispanic American who is looking for modern and high-quality jewelry.The target is a person who will be highly influenced by other Hispanics and who will be able to follow this new trend by wearing HOLA jewelry and feel proud of their roots. The target will also be someone who has a passion for fashion jewelry and are the typical trend followers. Someone who is willing to spend money in order to satisfy their wants and feel with a unique and modern look. Our marketing campaign focuses on two target segments: 1. Hispanic Target: Hispanic males and females between the ages of 18-35 with a total annual family income of $75,000 and up who represent middle to high-class status and can afford to buy fine jewelry 2.American Target: American Males and f emales between the ages of 18-35 with a total annual family income of $75,000 who represent middle to high-class status and can afford to buy jewelry. †¢ Males are considered to be part of the two target segments not only because there will be designs offered to them; also because they are the ones who are considered to be buying jewelry for their spouse, fiancee or daughter on special occasions. Customer Analysis HOLA will focus on a special kind of customer: the kind of person who is proud to be a Hispanic living in the USA and who likes to wear fine jewelry.The psychographics will allow us to determine the different consumer segments that will feel satisfied by buying HOLA products. †¢ Hispanic Pride: This group will include Hispanics who are proud of their heritage and live in the USA trying to blend in and be part of this country. These customers will feel 17 proud to wear HOLA jewelry not only because of its modern and unique look but also because of its unique busin ess concept. †¢ Fine Jewelry Lovers: These are the typical customers who love to wear jewelry on a daily basis.Hispanics have a high purchasing power in the jewelry industry; this is why this segment includes fashion lovers who are ambitious and who are willing to pay more for high quality jewelry. Segmentation Analysis †¢ Consumer: The consumer market is based and segmented by age, lifestyle, income and personal interest. The two segments include Hispanics as a primary target and Americans as and a secondary target. The groups share the same interests, lifestyle and annual income. The Hispanic group is considered the primary target because it is the market that is trying to be reach first.On the other hand, the secondary target includes Americans who will also be considered part of the target market but as a secondary market that will be reached completely after the brand is well established and considered not only for Hispanics but just a jewelry brand offered to a wide public. †¢ Distribution: HOLA’s main distribution will be through different states where there is the most concentration of Hispanics. These states include Florida, Arizona, Texas, Illinois and California. These five states will allow HOLA to distribute the jewelry lines to different middle to high-end stores available in each state. 8 3. 0 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 3. 0 Corporate Strategies HOLA’s image is based on offering a beautiful, elegant and entirely unique line of jewelry. HOLA also wants to introduce a concept along with the brand that connects directly to the Hispanic Market. This is why HOLA stands for Heritage of Latin America. In order to start building a strong brand, HOLA will start by developing a unique and elegant line of jewelry that will be appealing to the Hispanic Market in USA.Research and efforts will be m ade to attract the primary market in the beginning of the first launch. HOLA’s goal is to create a strong image among its competitors by creating brand awareness through uniqueness and differentiation. Through marketing efforts such as advertising, sales promotions, public relations and sponsorships; HOLA will be able to start building potential customers as well as developing relationships and contracts with leading retailers to maximize the exposure of their products. 20 3. 1 Corporate Image StrategiesHOLA’s corporate goal is to be become one of the most modern and unique lines of jewelry offered to the Hispanic Market in the USA. In addition to that, HOLA wants to bring a sense of unity and pride among Hispanics Americans through a representation of the brand with famous Hispanic celebrities around the country, charity organizations, special promotions, public relations, etc. It is a society pulled in two directions, trying to blend in and be part of this country wh ile remaining true and proud to their unique heritage.They have become a huge and strong market in the USA, since they represent almost 16% of the entire population and a big influence in this country’s everyday life. By being introduced to this new line of jewelry, Hispanics will start to follow this new trend that offers a meaningful concept to them. HOLA wants their future customers to know that they will be provided with beautiful and unique designs of earrings, bracelets, necklaces and rings offered in sterling silver and gold with a variety of precious stones, based around a basic design using the word â€Å"hola†.In order to start this new trend successfully, HOLA will start building new customers by implementing unique strategies of advertisements, sales promotions, public relations and sponsorships. The fact that HOLA will be donating part of its sales to charity organizations will attract consumers to buy our products. This will allow HOLA to help build and m aintain a strong image in the market place as well as brand awareness. Even though these strategies will help this brand to become one the most modern and unique lines of jewelry to wear with its meaningful business concept; there are certain obstacles that might have to be overcome.This is an untested concept, it remains to be seen if it will resonate with the Latin community. 21 3. 2 Brand Development Strategy The brand name â€Å"HOLA† was selected because the word â€Å"HOLA† is the most common word among Hispanics and also one of the few Spanish word that is understood by Americans. Almost everyone knows the meaning of it and it expresses â€Å"friendship†. HOLA wants to introduce a jewelry line in the USA that stands for Heritage Of Latin America.The brand is trying to communicate primarily with the Hispanic market and by using this well-known word; future customers will eventually feel familiarized and will evoke positive feelings from the brand name and its concept. The name â€Å"HOLA† will be a successful word that has a high level of stimulus codability because it has a meaning and cultural concept behind the word. The brand name will be easily recognized in advertisements and it will immediately grab the attention to its main target market. Each design will be built with the HOLA symbol in order to make this shape recognizable in every jewelry design.Since the word is famous and communicates â€Å"friendship†, the brand will be able to sell its products though the use of this word in every piece of jewelry. The logo is an undulated square plaque with rounded corners, 4 holes (one on each corner) and a smaller hole in the center, which represents the letter ’’O’’. Part of the word HOLA, which is carved through the design, gets together with the letters ‘’L’’ and ‘’A’’; which ends up on a beautiful symbol that will be perfect to use in the first collection in order to promote the brand successfully in the beginning of the first launch.The symbol has the word HOLA in the middle in order to be recognized easily. The logo remains consistent with the brand image by representing elegance and uniqueness. The logo’s color is gray with a platinum effect that represents a modern look as well as the typical sterling silver color in jewelry. HOLA wants to transmit an overall look of simplicity as well as cleanliness. The lines will be available for women, men and children. The design is very well rounded and allows endless possibilities in jewelry for future collections that are being developed.HOLA wants to communicate two main words: â€Å"unity† and â€Å"friendship†. This market will not only love the fact to wear beautiful jewelry designs but the fact that they represent a huge market in the USA that share a unique heritage: history, roots, language, culture, art, family values and traditions. 22 L ogo Design 23 3. 3 Brand Positioning Strategy HOLA is positioned based on its attributes and price-quality relationship. It wants to position itself in consumers mind as a modern and unique jewelry brand that not only represents a beautiful fashion statement, but a cultural meaning within the brand.HOLA wants to build an effective positioning strategy so that the firm can expand itself into new markets in the future. HOLA wants to establish long-term relationships with both, consumers and distribution partners. The quality and elegance of the jewelry collection will be positioned in the consumer’s mind as a beautiful piece of jewelry to wear and to feel proud of wearing. In contrast to its major competitors, we will offer an affordable price with a good value for attractive jewelry designs appealing to a wide public. Most jewelry brands limit their main target marketing by offering designs only to females.On the other hand, HOLA will offer multiple designs to both, males and females. By wearing HOLA, Hispanics will feel proud of their heritage. They will be able to represent their cultural background with a universal word that offers friendship. Many Hispanics wear fine jewelry because of tradition and over half own a piece of religious fine jewelry. They also follow the latest trends, such as right-hand rings and three-stone jewelry. There are many occasions like: birthdays, Christmas, Father’s day, Mother’s day, etc. Any occasion will be perfect to buy this jewelry – a unique cultural symbol and a unique and beautiful fashion statement.HOLA is more than a brand; it is a business concept that wants to incorporate sports, successful Latin American celebrities, charity organizations, tourism and art to its jewelry line. By donating part of its sales to charity organizations; HOLA will attract consumers to buy our products. 24 3. 4 Public Relations Strategy HOLA will hire an external PR consultant to handle our press and make our info rmation newsworthy. The consultant will be part of a PR agency; they will be in charge of monitoring internal and external publics and provide positive information about our company.We have to work hard on informing our consultant about our business concept and company background. Otherwise, the audience will think this is just like every other jewelry brand. We have to make sure to provide successful information about our unique strategy that is being developed as part of this brand. Our primary strategy is to maintain a consistent image of community involvement within the Hispanics living in the USA. We will generate positive publicity by informing the audience about our unique brand that wants to bring a sense of unity among Hispanics besides the beautiful jewelry we will be offering.The fact that HOLA will be donating part of our profits to charity organizations will put a positive image into the consumers mind. We will also establish a strong brand reputation through sponsorshi p events and campaigns that will inform the audience on how they can change someone’s life by buying our products and becoming part of the HOLA spirit. 25 3. 5 Evaluation Evaluations for our consumer objective will be conducted internally and by DS Innovation Media through constant marketing research that will take place after the launch of the brand in 2010.These evaluations will be done early in the year in order to plan for the rest of the year according to the studies made. The evaluation will involve an in-depth analysis of the brand awareness and brand image, positioning, advertising campaign, consumer promotions and direct marketing. The analysis will provide us with the necessary feedback concerning our advertising goals and objectives for the next year. Brand awareness and brand image will be evaluated by conducting surveys to individuals that fit our main target market. It will also be evaluated by looking at our website traffic and the number of subscribers in our database.The awareness will be collected by the end of each year and later studied in order to follow with a new approach if the current one is not increasing brand awareness. The position analysis will be measured by the end of the year. Our Marketing Director and the rest of the consulting team will evaluate this. The analysis will allow us to know if the right positioning was projected. The results will let us adjust our main goals and objectives for the next year. The advertising campaign will be evaluated by conducting an advertising impact study.The information provided from this study will allow us to know how efficient and influential our campaign has been. We want to know if we are reaching the main target market and if they are getting the concept of the brand and the meaning of the word â€Å"HOLA† through our advertisements. All this information will be available through attitude and opinion tests. Our consumer promotions’ effectiveness will be evaluated by measuring the amount of customers that bought our products by utilizing gift cards that were sent through direct mail. This will be determined by information that will be kept from purchases made online or at a retail store.This evaluation is also part of the direct mail program. This will allow us to see the impact of the direct mailing. DS Innovation media will be in charge of evaluating the effectiveness of these efforts. 26 To evaluate the distribution component we will utilize various methods of evaluation. We will analyze the impact of our advertising to our members of the distribution channel. This will consist of a large study conducted internally and externally. The evaluation will include an analysis of the personal selling aspect and trade promotions. Personal selling will be a very important aspect of our evaluation.It will be done during March and April. We want to find if the satisfaction level of our distribution channel members is what we projected. This will consis t of an examination that will determine the overall satisfaction of our business customers. Trade promotions will also be part of our evaluation since we are utilizing this method to push our products through the channel. We will examine the effectiveness of the promotions we used previously and how it impacted sales. According the results on the effectiveness we will later determine what will remain consistent or what needs to change from the previous trade promotions. 27 . 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC Budget Agency Selection Internet Website 4. 0 IMC Management HOLA’S main objectives for this plan are to develop brand awareness and to reach our main target market. In order to do so, we will implement strong marketing strategies in the consumer and distribution market. The overall budget for this IMC plan for the year 2010 will be a total of $1,639,000. The largest portion of the budget will be spent on media cost in order to fulfill for our number one objective (consumer). This portion is $1,087,000, which is 66% of the overall budget.A smaller portion will be allocated to the distribution efforts. It will be 34% of the overall budget, which is a total of $552,000. 29 4. 1 IMC Objectives HOLA’s primary objective is to develop brand awareness. Advertising efforts will allow us to inform potential customer and distribution partners about our products. The following marketing objectives will help us achieve our main goals. Objective One (Consumer) – To create brand awareness among Hispanics in the USA. – To position HOLA as a unique and high-end jewelry brand. – To inform potential customers about our unique business concept.Objective Two (Distribution) – To encourage channel members to carry our products. – To persuade channel members to provide information to potential customers about our business concept. 30 4. 2 IMC Budget HOLA’S total expense b udget is set to $1,639,000. The IMC budget will be allocated into two main objectives: IMC Objective 1 (Consumer), IMC Objective 2 (Distribution). The total budget will be distributed as follows: -IMC Objective 1 (Consumer): $1,087,000 -IMC Objective 2 (Distribution): $552,000 IMC Objective 1 addresses the need to create brand awareness towards potential customers.Most of the budget will be spent on media costs and brand development. Therefore, 66% of the IMC budget is allocated to his objective, of which 40% will be spent on advertising. IMC Objective 2 addresses the needs of the channel of distribution. We will use 34% of the total budget in order to market potential customers, of which 20% will be spent on advertising. 31 4. 3 Agency Selection HOLA selected DS Innovation Media as our agency that will handle most of the integrated marketing communications material. DS Innovation Media is a outique agency located in Boca Raton, Florida. Their area of expertise is to assist clients in marketing, website design, advertising design, direct mail and integrated campaigns. Additionally, they have bilingual professionals who are able to specialize in the Hispanic Market. HOLA decided to use DS Innovation Media as their external advertising agency because it is a small agency that has experience in marketing and advertising strategies that have been able to help other clients to build strong image for their businesses.Aside from the experience and their multicultural knowledge, HOLA chose this boutique because it is a small agency that will focus on their marketing communications plan as well as providing affordable prices for exceptional advertising and marketing plans. DS Innovation Media will provide us with a successful integrated marketing communications material that will help the brand to build a strong image as well as to develop brand awareness to two specific targets. 32 4. 4 Internet Website HOLA’s website, www. holatin. com is an important aspect f or our communications strategy where our main purpose is to draw more customers into our business.It is a content and an e-commerce website. First of all, we want to ensure that we provide our visitors with the necessary information about our company since it offers such a unique business concept. This portion of the website will be easy to navigate. The website will also contain a Flash video that will show all the jewelry we offer. This presentation will be available to all customers who wish to see our products in a more dynamic format. For other visitors who are not into this level of high-tech computerization, a â€Å"skip intro† tab will be available in order to take them directly into the home page.HOLA’s e-commerce site will allow us to sell our products online in order to make it convenient for some shoppers. It will contain an appealing catalog that will show a presentation of our products by looking at photos and general information. It will also contain a s hopping cart where the purpose is to assist consumers as they select products. The site will continue with a payment page where customers will make the final decision to buy their products. Our website will also provide customer service, HOLA will support the customer after the sale when necessary.Customers will have the opportunity to send e-mail or use the FAQ for further information about their purchase. Finally, the website will be part of our strategy to create a positive public relations image. We will place information about non-profit organizations as well as links to website where their purpose is to help Hispanic charity organizations in the USA. HOLA will also contain other links to other websites that will inform the Latin Americans about events or general information about Hispanics that might fit their interest.DS Innovation Media will help us accomplish these goals in order to build a successful website. The agency will also work on expanding and improving the online database program that will allow us to build closer relationships with our customers as well to increase sales. 33 Site Map HOLA Home Page Brand Concept Brand Image Products Bracelets Earrings Necklaces Pendants Rings News Contact Information 34 5. 0 IMC Objective One – Consumer 5. 1 5. 2 Marketing Budget – Consumer IMC Methodologies 5. 2. 1 Advertising – Consumer 5. 2. 1. 1 Advertising Budget 5. 2. 1. 2 Creative Brief – Consumer 5. . 1. 3 Advertising Design 5. 2. 2 Consumer Promotions 5. 2. 3 Personal Selling – Personal Selling 5. 2. 4 Sponsorship Programs 5. 2. 5 Database Programs Media Plan 5. 3. 1 Sample Media Schedule – Radio 5. 3 5. 0 IMC Objective One – Consumer The objective of our target market focuses on creating brand awareness within the Hispanic market in the USA. We also want to persuade customers that we will offer a unique and high-end jewelry along with a unique business concept. The development of these objectives wi ll help us to generate sales that will result in profits for our business.In order to accomplish our main objectives we will utilize a combination of advertising, consumer promotions, direct marketing, sponsorships and public relations. The overall jewelry market has not been advertised heavily specifically to Hispanics. This will allow us to advertise heavily to this target market. 36 5. 1 Marketing Budget – Consumer The IMC Budget by consumer will be spent in 5 major areas. For the advertising budget we will be spending a total of $437,000. As shown in the table and the graph below, it represents that advertising is the largest portion of the total budget.We believe it is an important investment because it will help us achieve our main goal: create brand awareness among potential customers. The second major part of this budget will be $200,000. This amount will be spent on several sponsorships that will take place throughout the year. This will also be considered and import ant investment in our company because it will enhance the brand image and help to create positive word of mouth. For personal selling, we will spend $180,000 in order to develop high quality customer service when selling our products.The database program will be developed once the website is active. The development of this process will be constantly changing throughout the year until we are able to acquire the necessary information from our customers. The cost for the database program will be approximately $120,000. Finally, for consumer promotions we will utilize mainly direct mail pieces. By utilizing this method we will provide customers with gift cards and catalogs. This will show the customer that we care about them as well as informing them about our new collections. The cost for this will be approximately $150,000.HOLA does not have to choose to spend the exact budget amount for consumer advertising. This is an estimated budget where the purpose is to demonstrate all possibil ities that will help achieve our main goals for reaching our customers. 37 IMC Budget by Consumer Budget Advertising Consumer Promotions Personal Selling Sponsorships Database Programs 2010 $437,000 $150,000 $180,000 $200,000 $120,000 Total $1,087,000 38 5. 2 IMC Methodologies – Consumer In order to reach our main target market effectively we will utilize various methods. Advertising is the primary component of our approach.In addition to that, we want to supplement with consumer promotions, direct marketing and sponsorship programs. Creating brand awareness and enhancing our brand image is the primary goal for advertising. Through consumer promotions we will encourage our customers to continue to buy our products as well as persuade them to visit our website and retail stores that carry our products. The direct marketing approach will be done through mail and email. This will motivate individuals to buy our products by looking at our catalogs and the jewelry offered.The spon sorship programs will help to generate brand awareness and enhance our brand image. We will sponsor Hispanic events that will consist of fund raising programs that will help charity organizations with the gain of the total profits of the event. 39 5. 2. 1 Advertising – Consumer Advertising is our primary communication vehicle for this IMC plan. Our primary goals are to build a strong brand image, create brand awareness and to inform future customers about our unique brand. We also want to establish HOLA brand name in the consumer’s evoked set. HOLA is an entirely new and unique jewelry brand.Therefore, we need to ensure that our advertisements are consistent, creative and very effective. By placing effective advertisements in several media we will be able to start reaching our main target market. Television advertisings will be 58% of our advertising budget. We will start to place our ads in the beginning of the year 2009. The months will be during January, March, Augu st and November. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main TV channels will be: Telemundo, Univision and Mega TV.Radio advertising will be 28% of our budget. We will place the radio ads in two main radio stations: Romance 106. 7 and Amor 107. 5. These two radio stations are Hispanic and they target to this specific market. Both stations have as their primary audience Latin Americans. By utilizing these two radio stations we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6. Our magazine ads will be placed primarily in Level Magazine. This magazine targets the Hispanic market as well. We will start placing our ads in January 2009 and continue to do so for the entire year.We will also consider other magazines that target this specific market later throughout the year. Additionally, we will begin to place our ads in magazines that target Americans in order t o start reaching our secondary target. Internet advertising will consist of banner ads that will be placed primarily on Hispanic websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website. 40 5. 2. 1. 1 Advertising BudgetConsumer advertising will be 40% of the $1. 08 million budget for Objective One. Of the $437,000 allocated for consumer advertising, $255,000 will be for television advertising, $120,000 will be for radio advertising, $18,000 will be for newspaper advertising, $26,000 will be for magazine advertising, $15,000 will be for Internet advertising and the remaining $3,000 on billboard advertising. Budget Television Radio Newspaper Magazine Internet Billboard 2010 $255,000 $120,000 $18,000 $26,000 $15,000 $3,000 Total $437,000 41 5. 2. 1. 2 Creative Brief – ConsumerObjective: To build a strong brand image a nd to develop brand awareness. Target Audience: Males and females between the ages of 18 to 35 who represent the Hispanic population in the USA. These customers typically earn an annual family income of $75,000 and represent middle to high-class status. This target includes people who are jewelry lovers and can afford to buy fine jewelry. It is the typical Hispanic who likes to look and feel elegant and modern by wearing a beautiful fashion statement. On the other hand the target audience will include the same gender, age, lifestyle and annual income.Unlike the primary target, the secondary target will be directed to the American market. Message theme: The primary theme will be that HOLA is a unique and modern line of jewelry that is being introduced to Hispanics living in the USA. Support: The meaningful business concept along with the brand that wants to bring a sense of unity among Hispanics; which will include the participation of famous Latin American celebrities and charity or ganizations. Unique Selling Point: Modern and unique line of jewelry with beautiful designs directed to the Hispanic market.Product Benefit: Unique, beautiful jewelry that looks good. Personal Values: By wearing HOLA jewelry, Hispanics will feel proud of their roots and happy to buy beautiful jewelry from a brand that will give part of their profits to charity organizations. Leverage Point: The leverage point will be the headline, which is the meaning behind the word HOLA: â€Å"Heritage of Latin America†. This meaning will be further explained in the copy by informing that this brand sells not only jewelry but also a meaningful business concept and our unique strategy to be helping charity organizations. 42 5. 2. 1. Advertising Design HOLA will utilize an affective message strategy for their print advertisements. This strategy will allow HOLA to sell their products through emotional advertising, which leads the consumer to act. Feelings and emotions affect decisions and conn ect the consumer with the product. This is why HOLA will utilize this method because the brand is building itself with a unique concept among Hispanics that will invoke feelings. The strategy will be conveyed through an emotional appeal. The ad will feature the meaning behind HOLA (Heritage of Latin America), their roots and passion for life.The text will be focused on the main characteristics Hispanics have: beauty, love, warmth and joy. HOLA will also utilize informative execution. This will be developed by informing the viewer with further explanation in the copy about this unique brand and the whole concept it wants to transmit. In addition to that, the jewelry will be the main point of the ad, which will grab the eye of the consumer. The overall look of the ad will demonstrate elegance, uniqueness and a clean look. For our television commercials HOLA will utilize a slightly different approach. We will still utilize an affective message strategy through emotional adverting.The a ppeal will also be emotional. Unlike the ad, the TV commercial will utilize a slice of life execution that mimics real life events. This will demonstrate the four main aspects of the brand: love, joy, warmth and beauty. 43 5. 2. 2 Consumer Promotions The budget for consumer promotions will be $150,000 for the entire year. Since HOLA offers high-end jewelry, the consumer promotion will be through direct mail. Each month, birthday gift cards will be sent out to our subscribers who provided us with information about their birthday and other general information.The gift card will have a special offer of 10% off of their purchase online or at any retail store that offers HOLA jewelry. This method will be very effective because it will show the consumer that we care about them. This will also invite the consumer to visit our webpage or retail stores where our products would be carried and to introduce them with our new designs. Aside from the gift cards, invitation cards will be sent alon g with the catalogs in order to have our subscribers invite friends and family members to join the HOLA community.This will be sent during the months of October and November in order to promote the Holiday season by becoming a member of our website. Each customer will be notified that if they become a member they will receive free catalogs, gift cards and they will also have the opportunity to donate to charity organizations by buying our products. This will have an emotional appeal to consumers during the holiday season of giving. Other consumer promotions such as price reductions or coupons would not be a prominent part of this plan. We offer high-end jewelry brand and offering the mentioned promotions would not be a logical approach.Our image instead is a high quality brand that offers beautiful jewelry to a very powerful market. 44 5. 2. 3 Personal Selling – Consumer HOLA will spend $180,000 on personal selling for the consumer budget. We want to ensure that the sales peo ple from the retailers have the required knowledge, background and experience in order to develop high quality customer service when selling our products. The salespeople should be trained in order to provide customers with information about our company and the whole background reasoning for this new brand.We will be checking on a bi-monthly basis inventory and sales in order to make sure that everything is on track. Additionally, we will be placing additional information on posters and POP displays in retailers as soon as new collections come out. HOLA will also offer incentive programs to our retailers. We will provide the salespeople with HOLA jewelry. This will encourage each sales person to provide our customers with a high level service and at the same time the opportunity to show our jewelry through the sales person that is in charge of selling our products.Since there is no personal sales team for HOLA; the people who will be in charge of selling our products will be the sal espeople from each retailer. HOLA’s goal is to be able to open a store in the future in order to provide our future salespeople with unique uniforms that will represent our store with elegance and high-end brand. 45 5. 2. 4 Sponsorship Programs For sponsorship programs we want to enhance our company image in order to help our firm develop closer relationships with prospective customers. We want to match our target audience by sponsoring Hispanic charity events primarily.In the future we would also like to sponsor a variety of events related to Hispanic causes. In all these events we will be spending a total amount of $200,000. We will be presenting a unified message to our main audience in order to project a positive corporate image and create brand awareness. In all these events we will make sure it fits with our corporate image; this is why we also choose to sponsor fundraising events such as, concerts of Latin American singers, fashion shows by having the models wear HOLA jewelry and finally, bar/restaurant openings in Miami.The main goal is to gain profits that will be later donated to non-profit organizations. Our catchy phrase will be: â€Å"Catch the HOLA spirit and be part of it! † We will place the HOLA symbol around the event in big posters and we will also give away pins with our company logo. We want to make sure that we put our website address in every piece we give out in order to begin to build traffic in our website and begin word of mouth. 46 5. 2. 5 Database Programs Collect Data: Through data collection we will be provided with information for direct mail and Internet marketing. The total budget for this will be approximately $120,000.All information that will be collected will be available from an online database program in our website. The person in charge to manage all the information available will be the marketing director and several assistants that work for HOLA as a marketing team. Information such as age, gender, annua l income, lifestyle and email address that will be filled by our customers who buy anything online or at retail stores. Aside from general information, we will also ask customers about what influences their purchase decision such as price, quality, the concept of the brand, etc.We would want to know if our customers are buying our jewelry because they either loved our jewelry as a fashion statement, or because they were inspired by the business concept. All the information will be kept confidential at all times and only available to our marketing representatives who will manage and access everything on the database program. Data Warehouse: HOLA will use the data warehouse by targeting customers through direct marketing. Our system will work in a way that the salespeople have access to important customer information as they prepare to make sales calls.We will make sure that our internal salespeople are able to have access to the database when a customer calls to place an order or dea l with inquires and complaints from previous purchase. Direct Marketing We will implement a direct marketing campaign in order to reach our customers constantly. Our campaign will consist of two methods of direct communication: e-mail and mail. We know that consumers are being reached and bombarded with direct marketing material so we will make sure that our campaign is entirely unique and creative in order to attract the mind of the viewer when looking at our direct marketing pieces.Through mail we will be sending catalogs to update our customers about our latest collections or any promotions available. Through email we will also inform our customers about similar information but with less information. We will continue to follow our objectives and themes when it comes to creativity. 47 Permission Marketing HOLA will provide a subscriber tab on our website in order to obtain information by asking customers for their email to see if they will allow us to send them information about o ur product developments and/or promotions.They can either choose to become or not to become part of the e-mail list. We will notify them that by becoming an online subscriber they will have the opportunity to donate to charity organizations and help people around the world. We also want to collect as many emails as possible in retailers and trade shows in order to attract customers aside from the online subscribers. Frequent Shopper Program We will encourage our customers to continue to buy our products by placing continuous advertising and by inspiring them to wear beautiful jewelry for a meaningful reason.Through our advertisements we will always inform about our unique business concept as well as the several benefits from buying HOLA products. This will inspire customers to make repeat purchases because they will feel happy to make donations to charity organizations. 48 5. 3 Media Plan Our primary objective is to create brand awareness and influence consumers as they are approach ing a purchase decision. In order to develop successful brand awareness we will use frequency and continuity.The main goal is to establish HOLA as a high-end jewelry brand that is mainly offered to Hispanics Americans. Additionally, we want to transmit and inform future customers about our unique business concept. Jewelry is not purchased on a frequent basis. As a result, it is important for consumers to have HOLA brand in their evoked set just as they are contemplating a purchase. We will do so by placing repetitive ads in several medias such as television, radio, magazines, direct mail, Internet and mall. HOLA does not have to choose to utilize all media that will be listed in the following pages.They are part of this IMC plan where our purpose is to demonstrate all possibilities that will maximize frequency, reach and profitability for HOLA. Television For Television advertising we will start to place our ads in the beginning of the year 2009. The months will be during January (l aunching the brand), February (Valentine’s Day), March (Mother’s Day, several promotions will be offered. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main channels will be: Telemundo, Univision and Mega TV.These three channels are mainly directed to the Hispanic market. This is why they were chosen; they will inform our main target about our products by placing our ads. The perfect timing will be during the morning news during the weekdays, this is the typical time were our main target (Hispanic women) are watching morning television while getting ready to go to work or take their kids to school. At night will also be a good time for our ads placement because people are usually watching soap operas or news before going to sleep. Radio Radio advertisements will be placed in two main radio stations: Romance 106. and Amor 107. 5. These two radio stations are Hispanic and they target to this speci fic market. Both stations have 49 as their audience Latin Americans that are constantly listening to this radio station because they feel identified with the topics, music and several programs that are offered to their audience. By utilizing this radio station we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6; trying to reach once again, Hispanic women that will be either driving to work or traveling their kids to school.On the other hand, we have many employees that listen to radio during their office hours as well as people who are in transition to or from work. Magazine HOLA will place print advertisements in Level Magazine. This magazine targets the Hispanic market as well. They try to reach Latin American men and women from 25-38 years of age who earn from a medium to high household income. His or her main lifestyle will be someone who lies within what is new and sophisticated. This magazine fits perfectly with the target we want to reach and this is why it was chosen.Level is a publication created by and for the Hispanic and Latin American community in the USA. By introducing this brand to the Level team we were able to negotiate a special rate with the level team in order to place a full-page ad 11 times throughout the next year for a lower price than what is usually offered. Direct Mail Through direct mail we will be able to send catalogs to customers who become subscribers online as well as future customers that will be part of the client database. This will enable us to introduce our customer with new collections and designs available.Aside from the catalogs that will be sent according to the launch of new collections there will also be consumer promotions for database clients who’s birthday is about to come. Internet For the Internet HOLA will place banner ads in different websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website and consumers will start to become aware of this new jewelry line. 50 5. 3. 1 Sample Media Schedule – Radio Format: Hispanic Music. 07. 5 Amor MEDIA WEEKS (January) SPOTS/ DAY (Mon-Fri) LENGTH/ SPOT DAYPART1 (6am-9am) COST/SPOT (Daytime 1) DAYPART 2 (4pm – 7pm) COST/SPOT (Daytime 2) COST/ WEEK Week 1 (1-7) Radio (107. 5) Week 2 (8-15) Week 3 (16-22) Week 4 (23/29) TOTAL: 4 4 4 4 30sec 30sec 30sec 30sec 2 spots 2 spots 2 spots 2 spots $550 $550 $550 $550 2 spots 2 spots 2 spots 2 spots $500 $500 $500 $500 $10,500 $10. 500 $10,500 $10,500 $42,000 51 6. 0 IMC Objective Two – Distribution 6. 1 6. 2 Marketing Budget – Distribution IMC Methodologies 6. 2. 1 Advertising – Distribution 6. 2. 1. 1 Advertising Media Budget 6. 2. . 2 Creative Brief – Distribution 6. 2. 1. 3 Advertising Design 6. 2. 2 Trade Promotion 6. 2. 3 Personal Selling – Distib ution Media Plan 6. 3 6. 0 IMC Objective Two – Distribution Our second objective is to encourage our channel members to carry our products and to provide information about our company to potential customers. We will do so by utilizing middle to highend retailers. This is a traditional distribution channel that will be in charge of pulling customers into the store. The main goal is to be the vendor of choice of the retailers and to increase sales volume and market share.We will use a selective distribution by selecting different geographic locations in the USA. The states will be determined according to those states where there is high concentration of Hispanics. The main retailers will be primarily Nordstrom’s and Macy’s. These retailers will give HOLA the opportunity to position itself as a high quality jewelry brand. 53 6. 1 Marketing Budget – Distribution The budget for developing distribution channel for 2010 will be a total of $552,000. As shown belo w in the table and graph; the largest portion will be spent on trade promotions.It has been budgeted for approximately $180,000. These funds will be spent primarily on retailers that carry our products. For advertising we will utilize trade journals, direct mail and the Internet that will cost $110,000. We will also spend $100,000 on database programs and $150,000 for personal selling. Finally, for the Internet we will spend approximately $12,000. This overall budget provided below will allow us to start initial distribution and recruit channel partners. HOLA does not have to choose to spend the exact budget for distribution.This is an estimated budget where the purpose is to demonstrate all possibilities that will help achieve our main goals for distribution channels. Budget Advertising Trade Promotions Personal Selling Database Programs Internet 2010 $110,000 $180,000 $150,000 $100,000 $12,000 Total $552,000 54 6. 2 IMC Methodologies In order to develop distribution channels, we w ill implement advertising. Our main goal is to establish relationships with our channel members that will carry our products. We will use several tools such as trade journals, direct mail and the Internet.We will also utilize trade promotions, which will allow us to gain advantage among our competitors. Personal Selling will be an important tool used for this plan. We want to build strong relationships with those who will become our partners. We will advertise in trade journals and on websites of channel members. This will be important for attracting retailers who will be selling our products. The tools listed above will improve our communication between our future partners and us. It will also gives us the opportunity to increase orders from our retailers in the future. 55 6. 2. Advertising – Distribution The advertising budget for our distribution channel will be divided into three main channels: trade journals, direct mail and the Internet. Our main goal is to establish re lationships and encourage our distribution partners to carry our products. Trade journals will be approximately 54% of our budget. We will purchase advertising space in MJSA journal. We will send out our advertisements through direct mail to our major distributors. Finally, to supplement the trade journals we will place banners ads on the Internet in trade journal sites. 56 6. 2. 1. Advertising Media Budget The advertising budget for the distribution program will be 20% of the $552,000 for Objective Two. Of the $110,000 allocated for distribution channel advertising; $100,000 will go to trade journals and $75,000 will be for direct mail. With the remaining, $10,000 will be used for the Internet. Budget Trade Journals Direct Mail Internet 2010 $100,000 $75,000 $10,000 Total $110,000 57 6. 2. 1. 2 Creative Brief – Distribution Objective: To generate inquiries into stocking HOLA jewelry line into middle to high-end retailers in order to increase sales volume and market share.Tar get Audience: These targets are middle to high-end retailers that sell high quality jewelry and certain fashion statements such as clothes, shoes and handbags. All these retailers are willing to know how adding HOLA jewelry line will benefit their business. Message Theme: The primary theme is that HOLA will satisfy individuals who are looking for fine jewelry with a modern and unique design they can wear on a daily basis. For the distribution market, the theme is carried one step further to include the distributor as an important link to that customer.The Support: HOLA not only sells high-end jewelry but a unique concept with the brand that wants to sell specifically to Hispanic Americans living in the USA. HOLA will be donating part of its profits to charity organizations. The Constraints: There are many jewelry brands that want to sell their products to the same distributors. Therefore, the distributors may not want to sell more jew