Environmental Analysis - 1528 Words

External and Internal Environmental Analysis Aeropostale is a mall-based, specialty retailer of casual apparel and accessories, principally targeting 14 to 17 year-old young men and women through its Aeropostale stores and 7 to 12 year-old children through P.S. from Aeropostale stores (Aeropostale, 2012, para. 2). Aeropostale opened its doors in 1987, in the New York area. The specialty retailer had more than 110 stores in 1999 and has grown to more than 900 stores in the US, Puerto Rico, and Canada. Aeropostale’s name dates back to the 1920s. The stores are named after Compagnie Generale Aeropostale, an airmail company, was the first to fly between France, South Africa, and South America. External and Internal Environmental Analysis A†¦show more content†¦The principle competitive factors of the retail clothing industry are design, brand image, consumer preference, price, quality, marketing, and customer service. Some of the products in the retail clothing industry can carry over from season to season, but this industry is subject to change because of the rapid changing fashion trends and changes in consumer demand. Retail must identify, anticipate, and capitalize on the emerging fashion trends. Aeropostale is a specialty retail clothing store. The specialty industries are companies that operate stores that concentrate on one brand or product. The Retail (Special Lines) Industry is made up of a diverse group of merchants that sell a variety of products, from apparel, and accessories to electronics to home dà ©cor (Ferrara, 2012, para. 1). Specialty retail stores sale their merchandise through chain stores in shopping malls, outlet malls, and street locations. The operating environment is competitive for Aeropostale. Retail clothing stores like Aeropostale need to be innovative to compete because they compete with other specialty stores and online-only retailers that offer large selections of merchandise and low prices. Specialty retailers must rely on technology powered business transformation because this industry is the most affected by macroeconomic factors. Aeropostale must also focus on efficiency initiatives to survive and forShow MoreRelatedEnvironmental Analysis19492 Words   |  78 Pagesare relative to outside influences. There is therefore a need to carry out an analysis of these forces by means of methods we are going to discuss in details later, and this is called the environmental analysis. Managers are also concerned in the ways in which organizations can most clearly identify their current position in the market. It is against the background of the picture that emerges from this analysis that the strategist should then be in a far better position to begin the processRead MoreNike Macro Environmental Analysis Essay699 Words   |  3 PagesPA1: Nike - Environmental Marketing Analysis Mahendranath Gunti BUS 510 - Marketing Management Westcliff University Instructor: Dr. Geraldine Goodstone Nike is a global brand headquartered in the United States, Europe, and the Asia Pacific region, specialized in the manufacturing of athletic apparel, footwear, accessories and equipment. Nike products can be found in over 20,000 retail stores. This paper focuses on the six macroeconomic factors (political, Economic, Social, Technology, LegalRead MoreEnvironmental Analysis : An Organization And Evaluating The Level Of Threat Or Opportunity They Present Essay2769 Words   |  12 PagesEnvironmental Analysis Environmental analysis is a process for identifying all external and internal elements that can affect the performance of the organization and evaluating the level of threat or opportunity they present. Opportunity and threat assessments are then incorporated into decision making process in order to better align strategies with the organizations environment (Investor Words, 2015). Every destination needs to know about their strengths, weaknesses, opportunities and threatsRead MoreBoston Environmental Analysis : Boston Essay1633 Words   |  7 PagesZhuoran Li NRES102: Instructor Carmen Ugarte Boston Environmental Analysis Introduction Over the last few decades, Boston has come across many environmental problems. Air pollution, water contamination and pollution in land resources are identified as primary areas of concerns. Carbon emission and wastage of fossil fuels are the main reasons for pollution. Conservation of energy is very significant. Through utilization of renewable energy sources fossil fuel wastage can be reduced to considerableRead MoreEnvironmental Analysis : A Company s Name Phone No1443 Words   |  6 PagesEnvironmental analysis Submission details Candidate’s name Phone no. Assessor’s name Phone no. Assessment site Assessment date/s Time/s The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See specifications below for details. Performance objective In this assessment, you are required to complete analyses of the organisational environmentRead MorePestel Analysis : Macro Environmental Factors Affecting The Clothing Industry1374 Words   |  6 Pages PESTEL Analysis Macro-environmental factors affecting the clothing industry are those which lie outside the industry and their competitors. Business owners have less control over these external factors, and their impact in changing them is minimal. Instead, they must adapt to these macro-environmental factors, which include : †¢ Political †¢ Economical †¢ Social †¢ Technological †¢ Environmental †¢ Legal The way the companies adapt to these factors determines both their ability to differentiate themselvesRead MoreCompany Profile, Environmental And Swot Analysis And Key Managerial Issues1647 Words   |  7 PagesCHAPTER THREE COMPANY PROFILE, ENVIRONMENTAL AND SWOT ANALYSIS AND KEY MANAGERIAL ISSUES This study seeks to develop a five year human resource strategic plan for the National Commission for Civic Education (NCCE). Specific objectives of the research were (a) to identify the current gaps in human resource management at NCCE; (b) to note the effect of the human resource gaps on organizational performance; (c) to ascertain what steps NCCE has put in place to address the human resource gaps; (d) toRead MoreWater Quality Analysis Of The Potable And Environmental Water853 Words   |  4 PagesIn this research project I conducted the water quality analysis of both the potable and environmental water at various village sites, and in the New River Lagoon in Belize. The data collected in this project contributed to the data collected over the past decade by previous McMaster fellows and scholars. Moreover, we conveyed the results from this study to the community partners in the villages San Carlos, Rancho Dolores, and with the Programme for Belize—the managing entity of R io Bravo ConservationRead MoreEnvironmental Analysis2952 Words   |  12 Pagesà ¸ Ã  ¸ ²Ã  ¸ £Ã  ¸ §Ã  ¸ ´Ã  ¹â‚¬Ã  ¸â€žÃ  ¸ £Ã  ¸ ²Ã  ¸ °Ã  ¸ «Ã  ¹Å' à ¸ ªÃ  ¸  Ã  ¸ ²Ã  ¸Å¾Ã  ¹ Ã  ¸ §Ã  ¸â€Ã  ¸ ¥Ã  ¹â€°Ã  ¸ ­Ã  ¸ ¡ (Environmental Analysis) à ¹â€šÃ  ¸â€Ã  ¸ ¢ à ¸ ­.à ¸â„¢Ã  ¸ ´Ã  ¸ £Ã  ¸ ¡Ã  ¸ ¥ à ¸Å¾Ã  ¸ £Ã  ¸ ¡Ã  ¸â„¢Ã  ¸ ´Ã  ¸ ¥ à ¸ ªÃ  ¸  Ã  ¸ ²Ã  ¸Å¾Ã  ¹ Ã  ¸ §Ã  ¸â€Ã  ¸ ¥Ã  ¹â€°Ã  ¸ ­Ã  ¸ ¡Ã  ¸â€šÃ  ¸ ­Ã  ¸â€¡Ã  ¸ ­Ã  ¸â€¡Ã  ¸â€žÃ  ¹Å'à ¸ Ã  ¸ £Ã  ¸â€ºÃ  ¸ £Ã  ¸ °Ã  ¸ Ã  ¸ ­Ã  ¸Å¡Ã  ¸â€Ã  ¹â€°Ã  ¸ §Ã  ¸ ¢ †¢ à ¸ ªÃ  ¸  Ã  ¸ ²Ã  ¸Å¾Ã  ¹ Ã  ¸ §Ã  ¸â€Ã  ¸ ¥Ã  ¹â€°Ã  ¸ ­Ã  ¸ ¡Ã  ¸  Ã  ¸ ²Ã  ¸ ¢Ã  ¸â„¢Ã  ¸ ­Ã  ¸  (External environment) à ¸â€¢Ã  ¹â€°Ã  ¸ ­Ã  ¸â€¡Ã  ¸ §Ã  ¸ ´Ã  ¹â‚¬Ã  ¸â€žÃ  ¸ £Ã  ¸ ²Ã  ¸ °Ã  ¸ «Ã  ¹Å'à ¸â€Ã  ¸â€¡Ã  ¸â„¢Ã  ¸ µÃ  ¹â€° à ¸ ± General environment †¢ à ¹â‚¬Ã  ¸ ¨Ã  ¸ £Ã  ¸ ©Ã  ¸ Ã  ¸ Ã  ¸ ´Ã  ¸Ë† à ¸â€¢Ã  ¸ ²Ã  ¸ £Ã  ¸ ²Ã  ¸â€¡ EFAS †¢ à ¸ ªÃ  ¸ ±Ã  ¸â€¡Ã  ¸â€žÃ  ¸ ¡ à ¸ §Ã  ¸ ±Ã  ¸â€™Ã  ¸â„¢Ã  ¸ËœÃ  ¸ £Ã  ¸ £Ã  ¸ ¡ †¢ à ¸ Ã  ¸ ²Ã  ¸ £Ã  ¹â‚¬Ã  ¸ ¡Ã  ¸ ·Ã  ¸ ­Ã  ¸â€¡ à ¸ Ã  ¸ ²Ã  ¸ £Ã  ¸â€ºÃ  ¸ Ã  ¸â€žÃ  ¸ £Ã  ¸ ­Ã  ¸â€¡ à ¸ Ã  ¸Å½Ã  ¸ «Ã  ¸ ¡Ã  ¸ ²Ã  ¸ ¢ à ¸â€"à ¸ £Ã  ¸ ²Ã  ¸Å¡Ã  ¹â€šÃ  ¸ ­Ã  ¸ Ã  ¸ ²Ã  ¸ ª à ¹ Ã  ¸ ¥Ã  ¸ ° †¢ à ¹â‚¬Ã  ¸â€"à ¸â€žÃ  ¹â€šÃ  ¸â„¢Ã  ¹â€šÃ  ¸ ¥Ã  ¸ ¢Ã  ¸ µ à ¸ ­Ã  ¸ ¸Ã  ¸â€ºÃ  ¸ ªÃ  ¸ £Ã  ¸ £Ã  ¸â€žÃ  ¸â€šÃ  ¸ ­Ã  ¸â€¡Ã  ¸ ­Ã  ¸â€¡Ã  ¸â€žÃ  ¹Å'à ¸ Ã  ¸ £ Competitive environment †¢ Five Force Model o à ¸ Ã  ¸ ²Ã  ¸ £Ã  ¹â‚¬Ã  ¸â€šÃ  ¹â€°Ã  ¸ ²Ã  ¸ ¡Ã  ¸ ²Ã  ¸â€šÃ  ¸ ­Ã  ¸â€¡Ã  ¸â€žÃ  ¸ ¹Ã  ¹Ë†Ã  ¹ Ã  ¸â€šÃ  ¹Ë†Ã  ¸â€¡Ã  ¸â€šÃ  ¸ ±Ã  ¸ ¢Ã  ¸ £Ã  ¸ ²Ã  ¸ ¢Ã  ¹Æ'à ¸ «Ã  ¸ ¡Ã  ¹Ë† o à ¸â€žÃ  ¸ ¹Ã  ¹Ë†Ã  ¹ Ã  ¸â€šÃ  ¹Ë†Ã  ¸â€¡Ã  ¸â€šÃ  ¸ ±Ã  ¸â„¢ à ¸â€¢Ã  ¸ ²Ã  ¸ £Ã  ¸ ²Ã  ¸â€¡ ICFAS o à ¸ ¥Ã  ¸ ¹Ã  ¸ Ã  ¸â€žÃ  ¹â€°Ã  ¸ ² o à ¸Å"à ¸ ¹Ã  ¸â€šÃ  ¸ ²Ã  ¸ ¢Ã  ¸ §Ã  ¸ ±Ã  ¸â€¢Ã  ¸â€"à ¸ ¸Ã  ¸â€Ã  ¸ ´Ã  ¸Å¡ à ¹â€° o à ¸ ªÃ  ¸ ´ à ¸â„¢Ã  ¸â€žÃ  ¹â€°Ã  ¸ ²Ã  ¸â€"à ¸â€Ã  ¹ Ã  ¸â€"à ¸â„¢ †¢ à ¸ ªÃ  ¸  Ã  ¸ ²Ã  ¸Å¾ à ¹ Ã  ¸ §Ã  ¸â€Ã  ¸ ¥Ã  ¹â€°Ã  ¸ ­Ã  ¸ ¡Ã  ¸  Ã  ¸ ²Ã  ¸ ¢Ã  ¹Æ'à ¸â„¢(Internal environment) à ¸ ¡Ã  ¸ µÃ  ¹â‚¬Ã  ¸â€žÃ  ¸ £Ã  ¸ ·Ã  ¹Ë† à ¸ ­Ã  ¸â€¡Ã  ¸ ¡Ã  ¸ ·Ã  ¸ ­Ã  ¸ «Ã  ¸ ¥Ã  ¸ ²Ã  ¸ ¢Ã  ¸â€¢Ã  ¸ ±Ã  ¸ §Ã  ¹Æ'à ¸â„¢Ã  ¸ Ã  ¸ ²Ã  ¸ £Ã  ¸ §Ã  ¸ ´Ã  ¹â‚¬Ã  ¸â€žÃ  ¸ £Ã  ¸ ²Ã  ¸ °Ã  ¸ «Ã  ¹Å'Read MoreEnvironmental Analysis1326 Words   |  6 Pagesthe landfill gas problem. However L.G.I. Pty Ltd also has several threats potentially impacting its operations, for example from large energy generators, large waste companies and opposition to landfill gas. With the continuing pace of global environmental awareness and a general growing consensus about the potential damage of greenhouse gases, the Australian Government may introduction legislation and associated taxation such as the use of carbon credits that are designed punish landfill owners

The Goal Of Sustainable Development Goals - 1077 Words

The twelfth goal of the Sustainable Development Goals (SDGs) is to â€Å"Ensure Sustainable Consumption and Production Patterns† (Open Working Group†). Section I: Identifying Targets and Measurability The targets for the twelfth SDG are outlined by the Open Working Group Proposal for Sustainable Development Goals and will be identified in the appendix and evaluated based on groupings that are similar in this section. The measurability of targets 12.1, 12.c, 12.7, 12.6 and 12.8 are broad and unattainable because they do not define responsibilities meanwhile they call for â€Å"all countries† to take mass sweeping action. Target 12.8 calls for 7 billion people have the â€Å"relevant information† (which isn’t specified) to live in â€Å"harmony with nature†. Neither of these sentiments can be measured The target is vague and would not realistically be feasible for every country to achieve. Furthermore we cannot really measure the extent to which developing countries â€Å"take the lead† on implementing these targets worldwide. Another ambiguous target is the â€Å"encouragement of businesses in providing information in reports†. â€Å"Sustainable information† and more corporate social responsibility schemes do not indicate quantifiable change in business practices. The measurability of targets 12.4, 12.2, 12.8, 12.3 have a time-based indicator but are far too reliable on the standard of ‘sustainability’ that they lack any measurable indicators. â€Å"sound management†, â€Å"efficiency†, â€Å"awareness† are allShow MoreRelatedGoal 15 Of The Un Sustainable Development Goals968 Words   |  4 PagesGoal 15 of the UN Sustainable Development Goals focuses on the protection, restoration and promotion of sustainable use of terrestrial ecosystems. This includes the sustainable management of forests, the combating of desertification and the halt and reversal of land degradation and biodiversity loss. This Goal contains 12 individual targets, which specifically explain how this goal will be reached. Targets 15.1, 15.2 and 15.3 can both be measured through satellite imaging. For example, the areaRead MoreImproving The Sustainable Development Goals840 Words   |  4 Pagesprimary education. Increasing equitable access to quality basic education, especially among the most marginalized children, and improving learning outcomes are key ingredients in achieving the Sustainable Development Goals (SDGs). The SDG agenda is even more ambitious than the Millennium Development Goal 2, and achieving and delivering results will require a robust financing mechanism and more resources. Extending free public schooling through secondary education, including one year of preprimaryRead MoreThe Objectives Of The Sustainable Development Goals1090 Words   |  5 PagesGoal 14 of the Sustainable Development Goals aims to â€Å"Conserve and sustainably use the oceans, seas and marine resources for sustainable development.† (Open Working Group Proposal for Sustainable Development Goals.†) Under this main goal lies seven sub goals, of which some are more measurable than others. All goals can be measured with a quantifiable unit, although some measurements may be harder to interpret than others. Goal 14.1 logically proves to be measurable, as marine pollution is a materialRead MoreObjectives Of A Sustainable Development Goals1002 Words   |  5 PagesSeventeen Sustainable Development Goals, drafted by the United Nations, consider to improve global sustainability. Goal 7 includes five targets that ensure access to sustainable, and modern energy for all. However, one of the targets described is not truly measurable. For instance, target 7.1 does not specify the type of modern energy services. In fact, different countries, based on their geographic locations or status of development, will rely on different types of modern energy services. FurthermoreRead MoreObjectives Of The Sustainable Development Goals1168 Words   |  5 PagesThe Sustainable Development Goals (SDGs) aim to replace the Millennium Development Goals (MDGs) which expire in 2015. Focusing on goal 15 of the SDGs, the measurability and overall effectiveness of the targets will be assessed. Targets 15.2 through 15.5 and 15.8 focus on conserving specific ecosystems and reducing biodiversity loss. Each specifies a deadline year (2020 or 2030) for being in progress or completed, which helps to measure the timeline for the goal. Each target can be quantified inRead MoreObjectives Of The Sustainable Development Goals1494 Words   |  6 Pages The Sustainable Development Goals are a set of global agendas set by the United Nations to be achieved by the year 2030. They are a continuation of the Millennium Development Goals, which were framed through the Millennium Deceleration in 2000 to address the needs of the world poor (1). The Millennium Development goals included a set of eight easily stated goals with 21 targets and 48 indicators to measure progress (1). Amongst them- reducing child mortality (MDG 4), improving maternal health (MDGRead MoreThe Sustainable Development Goal ( Sdg )1056 Words   |  5 PagesThe thirteenth Sustainable Development Goal (SDG), presented by the United Nations, identifies a need to â€Å"take urgent action to combat climate change and its impacts,† and presents five targets for ensuring global sustainability and resilience in wake of the warming climatic system. For the sake of efficient analysis the measurability of the first three targets 13.1-13.3 regarding global adaptation will be grouped, while 13.a+b concerning developing countries will be addressed separately. The effectivenessRead MoreThe Ratification Of The Un Sustainable Development Goals1071 Words   |  5 Pagesof the UN Sustainable Development Goals is a significant step towards the creation of a modern world by 2030. The 17 goals cover wide ranging aspects that ensure everyone’s human rights are met. Additionally, these goals provide a pathway towards success and prosperity for all future generations, i.e. they recognize that Earth cannot sustain our current habits indefinitely. In this regard, one of the fundamental goals is number seven, ensuring access to affordable, reliable, sustainable, and modernRead MoreSustainable Development Goals Of The United Nations957 Words   |  4 PagesNations, as an organization that always devotes to promoting the development of human beings, has proposed a set of sustainable development goals in place of the old Millennium Development Goals. Goal 7, w hich is related to energy and includes 5 targets, is aimed to â€Å"Ensure access to affordable, reliable, sustainable, and modern energy for all.† Measurability of the Targets From a personal perspective, it seems that most targets within Goal 7 are measurable. The first target, â€Å"by 2030 ensure universalRead MoreIs The Best Method For Development Sustainable Development Goals?1490 Words   |  6 Pagespaper pertains to the notion that the best method for development is to set clear, measurable goals such as the Millennium Development Goals. In particular, I will first discuss the arguments supporting and questioning this assertion from a number of authors. I will then consider the question of whether or not this model should be replicated for the next generation of efforts, which are starting to become known as the Sustainable Development Goals. Overall, I will argue that, while it is true that there

Advertising Message Free Essays

string(56) " requires that messages must draw conclusions for them\." Advertising Messages and Creative Approaches †¢ Whether advertising converts people into becoming brand-loyal customers or acts as a defensive shield to reassure current buyers, and whether central or peripheral cues are required, there still remains the decision about the nature and form of the message to be conveyed: the creative strategy. †¢ In practice, the generation of suitable messages is derived from the creative brief. For the sake of discussion and analysis, four elements will be considered. We will write a custom essay sample on Advertising Message or any similar topic only for you Order Now These concern the balance, the structure, the perceived source and the presentation o f the message to the target audience †¢ The Balance of the Message †¢ With high-involvement decisions, where persuasion occurs through a central processing route, the emphasis o f the message should be on the information content, in particular, the key attributes and the associated benefits. †¢ It is evident from previous discussions that the effectiveness of any single message is dependent upon a variety of issues. From a receiver’s perspective, two elements appear to be significant: first, the amount and quality of the information that is communicated, and, second, the overall judgement that each individual makes about the way a message is communicated. †¢ The Balance of the Message †¢ This suggests that the style of a message should reflect a balance between the need for information and the need for pleasure or enjoyment in consuming the message. It is clear that when dealing with high-involvement decisions, where persuasion occurs through a central processing route, the emphasis of the message should be on the information content, in particular, the key attributes and the associated benefits. This style is often factual and product orientated. If the product evokes low-involvement decision-making, then the message should concentrate upon the images that are created within the mind of the message recipient. This style seeks to elicit an emotional response from receivers. There are, of course, many situations where both rational and emotional messages are needed by buyers in order to make purchasing decisions. †¢ Likeability †¢ Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption o f the message is enjoyed. †¢ An issue that has been gaining increasing attention since the beginning of the 1990s concerns the level of likeability that an advertisement generates. Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption of the message is enjoyed. This means that the greater the enjoyment, the greater the exposure to the message and the lower the probability that the message will be perceptually zapped. †¢ Biel (1990) found that changes in product preferences were considerably improved when receivers had `liked the commercial a lot’. This compares with those who were less enthusiastic or neutral towards the advertisement. Haley (1990) reported that advertisements that create a belief that the product is excellent and where messages that are liked are commercially more successful. In other words, a message that is well liked will sell more product than a message that fails to generate interest and liking. †¢ This begs the question, `what makes a message liked? ‘ Obviously, the receiver must be stimulated to become interested in the message. Having become emotionally engaged, interest can only be sustained if the credibility of the advertisement can also be maintained. The style of the message should be continued, in order that the context of the message does not require the target audience to readjust their perception. This is particularly important for low-involvement messages, where receivers have little or no interest. If the weak theory is adopted, then `liked’ advertisements will tend to be those for whom the receiver has prior experience or exposure. Messages that are well liked appear to consist of the following components (du Plessis, 1998): 1. The advertisement needs to be entertaining. This usually means that the advertisement is new and people are curious. 2. People like advertisements with which they can identify and which show them in a good light 3. People appear to like advertisements that refer to products that are new, that tell them how the products might be useful to them and which show them how to use products. Otherwise, perceptual selection will ensure that messages for products of which target has no experience, or which the target has no interest in, will be screened regardless of the quality or the likeability of the communication The likeability level that an advertisement achieves is not the sole reason or measure of an advertisement’s success or effectiveness (Joyce, 1991). Research from The Netherlands suggests that interest is also an important and interrelated factor. Stapel (1991) strongly suggests that advertisers should make their messages interesting, as this will probably lead to liking and overall effectiveness. †¢ However, likeability and associated interest are new and interesting contributions that need to be considered when the style of an advertising message is determined. †¢ Message Structure An important part of message strategy is the consideration of the best way of communicating the key points, or core message, to the target audience without encountering objections and opposing points of view. The following are regarded as important structural features which shape the pattern of a message †¢ Conclusion Drawing †¢ Should the message draw a firm conclusion for the audience or should people be allowed to draw their own conclusions from the content? Explicit conclusions are, of course, more easily understood and stand a better chance of being effective (Kardes, 1988). However, it is the nature of the issue, the particular situation and the composition of the target audience that influence the effectiveness of conclusion drawing (Hovland and Mandell, 1952). Whether or not a conclusion should be drawn for the receiver depends upon the following: 1. The complexity o f the issue Healthcare products, central heating systems and personal finance services, for example, can be complex, and for some members of the target audience their cog nitive ability, experience and motivation may not be sufficient for them to draw their own conclusions. The complexity of the product requires that messages must draw conclusions for them. You read "Advertising Message" in category "Essay examples" It should also be remembered that even highly informed and motivated audiences may require assistance if the product or issue is relatively new. 2. The level o f education possessed by the receiver Better-educated audiences prefer to draw their own conclusions, whereas less educated audiences may need the conclusion drawn for them because they may not be able to make the inference from the message. 3. Whether immediate action is required If urgent action is required by the receiver, then a conclusion should be drawn very clearly. Political parties can be observed to use this strategy immediately before an election. 4. The level o f involvement High involvement usually means that receivers prefer to make up their own minds and may reject or resent any attempt to have the conclusion drawn for them (Arora, 1985). One- and two-sided messages †¢ This concerns whether the cases for and against an issue or just that in favour are presented to an audience. Messages that present just one argument, in favour of the product or issue, are referred to as one-sided. Research indicates that one-sided messages are more effective when receivers favour the opinion offered in the message and when the receivers are less educated. †¢ Two-sided messages, where the good and bad points of an issue are presented, are more effective when the †¢ receiver’s initial opinion is opposite to that presented in the message and when they are highly educated. Credibility is improved and two-sided messages tend to produce more positive perceptions of a source than one-sided messages (Faison, 1961). †¢ Order of Presentation Further questions regarding the development of message strategy concern the order in which important points are presented. Messages which present the strongest points at the beginning use what is referred to as the primacy effect. The decision to place the main points at the beginning depends on whether the audience has a low or high level of involvement. A low level may require an attention-getting message component at the beg inning. Similarly, if the target has an opinion opposite to that contained in the message, a weak point may lead to a high level of counter-argument. †¢ A decision to lace the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position ad opted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the m essage will enhance message reception and recall. Source of the Message †¢ The effect of source credibility. on the effectiveness of the communication, and in particular the persuasiveness of a message, should not he underestimated. †¢ The key components of source credibility are, first, the level of perceived expertise (how much knowledge the source is thought to hold) and the personal motives the source is believed to possess. What degree of trust can be placed in the source concerning the motives for communicating the message in the first place? No matter what the level of expertise, if the level of trust is questionable, credibility ,will be adversely affected. Establishing Credibility †¢ Credibility can be established in a number of ways. One simple approach is to list or display the key attributes of the organisation or the product and then signal trustworthiness through the use of third-party endorsements and the comments of satisfied users. †¢ A more comp lex approach is to use referrals, suggestions and association. Trustworthiness and expertise, the two principal aspects of credibility, can be developed by using a spokesperson or organisation to provide testimonials on behalf of the sponsor of the. advertisement. Credibility, therefore, can be established by the initiator of the advertisement or by a messenger or spokesperson used by the initiator to convey the message. †¢ Credibility Established by the Initiator †¢ The credibility of the organisation initiating the communication process is important. An organisation should seek to enhance its reputation with its various stakeholders at every opportunity. †¢ However, organisational credibility is derived from the image, which in turn is a composite of many perceptions. Past decisions, current strategy and performance indicators, level of service and the type of performance network members (e. . high-quality retail outlets) all influence the perception of an organisat ion and the level of credibility that follows. †¢ Credibility Established by the Initiator †¢ One very important factor that influences credibility is branding. Private and family brands in particular allow initiators to develop and launch new products more easily than those who do not have such brand strength. Brand extensions (such as Mars icecream) have been launched with the credibility of the product firmly grounded in the strength of the parent brand name (Mars). Consumers recognise the name and make associations that enable them to lower the perceived risk and in doing so provide the platform to try the new product. †¢ The need to establish high levels of credibility also allows organisations to divert advertising spend away from a focus upon brands to one that focuses upon the organisation. Corporate advertising seeks to adjust organisation image and to build reputation. †¢ Credibility Established by a Spokesperson †¢ People who deliver the message are often regarded as the source, when in reality they are only the messenger. These people carry the message and represent the true source or initiator of the message (e. g. manufacturer or retailer). Consequently, the testimonial they transmit must be credible. There are four main types of spokesperson: the expert, the celebrity, the chief executive officer and the consumer. †¢ The expert has been used many times and was particularly popular when television advertising first established itself in the 1950s and 1960s. Experts are quickly recognisable because they either wear white coats and round glasses or dress and act like `mad professors’. Through the use of symbolism, stereotypes and identification, these characters (and indeed others) can be established very quickly in the minds of receivers and a frame of reference generated which does not question the authenticity of the message being transmitted by such a person. Experts can also be users of products, for example, professional photographers endorsing cameras, secretaries endorsing word processors and professional golfers endorsing golf equipment †¢ Credibility Established by a Spokesperson Entertainment and sporting celebrities have been used increasingly in the 1990s, not only to provide credibility for a range of high-involvement (e. g. Angus Deayton for Barclaycard and Marianne Paithfull for Virgin Atlantic, and low-involvement decisions (e. g. David Beckham for Brylcream) but also to grab the attention of people in markets where motivation to decide between competitive products may be low. The celebrity enables the message to stand out among the clutter a nd noise that typify many markets. It is also hoped that the celebrity and or the voice-over will become a peripheral cue in the decision-making process: Joanna Lumley for Boots Opticians and AOL email, Gary Lineker for Walkers Crisps and Heather Lockyear for L’Oreal. There are some potential problems which advertisers need to be aware of when considering the use of celebrities. First, does the celebrity fit the image of the brand and will the celebrity be acceptable to the target audience? Consideration also needs to be given to the longer-term elationship between the celebrity and the brand. Should the lifestyle of the celebrity change, what impact will the change have on the target audience and their attitude towards the brand? Witness the separation of the (then) England football coach, Glenn Hoddle, and his wife, and the consequent termination of the Weetabix advertisement set around the family breakfast table. †¢ This matching process can be used to change brand at titudes as well as reinforce them. BT wanted to change the attitude that men had to telephone calls. Rather than being just the bill payer and the gatekeeper of calls to other members of the family, the role Bob Hoskins had was to demonstrate male behaviour and to present a solution that was acceptable to all members of the family. Attitudes held by men towards the telephone and its use changed significantly as a result of the campaign, partly because Hoskins was perceived as a credible spokesperson, someone with whom men could identify and feel comfortable. †¢ The second problem concerns the impact that the celebrity makes relative to the brand. There is a danger that the receiver remembers the celebrity but not the message or the brand that is the focus of the advertising spend. The celebrity becomes the hero, rather than the product being advertised. Summers (1993) suggests that the Cinzano advertisements featuring Joan Collins and Leonard Rossiter are a classic example of the problem: `The characters so dwarfed the product that consumers may have had trouble recalling the brand’. †¢ Issues such as brand development can also be impeded when identification by an audience with the celebrity is strong. Sony had to fade audiences away from its association with John Cleese by using a Robot/Cleese look-alike for a period. †¢ Richard Branson is used to promote Virgin Financial products and Victor Kiam `so liked the razor that he bought the company’ (Remington). Here, the CEO openly promotes his company. This form of testimonial is popular when the image of the CEO is positive and the photogenic and on-screen characteristics provide for enhanced credibility. Bernard Mathews has established authenticity and trustworthiness with his personal promotion of Norfolk Roasts. †¢ The final form of spokesperson is the consumer. By using consumers to endorse products, the audience is being asked to identify with a `typical consumer’. The identification of similar lifestyles, interests and opinions allows for better reception and understanding of the message. Consumers are often depicted testing similar products, such as margarine and butter. The Pepsi Challenge required consumers to select Pepsi from Coca-Cola through blind taste tests. By showing someone using the product, someone who is similar to the receiver, the source is perceived as credible and the potential for successful persuasion is considerably enhanced. Sleeper Effects †¢ The assumption so far has been that high credibility enhances the probability of persuasion and successful communication. This is true when the receiver’s initial position is opposite to that contained in the message. When the receiver’s position is favourable to the message, a moderate level of credibility may be more appropriate. †¢ Whether sou rce credibility is high, medium or low is of little consequence, according to some researchers (Hannah and Sternthal, 1984). The impact of the source is believed to dissipate after approximately six weeks and only the content of the message is thought to dominate the receiver’s attention. This sleeper effect (Hovland et al. , 1949) has not been proved empirically, but the implication is that the persuasiveness of a message can increase through time. Furthermore, advertisers using highly credible sources need to repeat the message on a regular basis, in order that the required level of effectiveness and persuasion be maintained (Schiffman and Kanuk, 1991). †¢ Presentation of the Message The presentation of the promotional message requires that an appeal be made to the target audience. The appeal is important, because unless the execution of the message appeal (the creative) is appropriate to the target audience’s perception and expectations, the chances of successful communication are reduced. †¢ There are two main factors associated with the presentation. Is the message to be domina ted by the need to transmit product-orientated information or is there a need to transmit a message which appeals predominantly to the emotional senses of the receiver? The main choice of presentation style, therefore, concerns the degree of factual information transmitted in a message against the level of imagery thought necessary to make sufficient impact for the message to command attention and then be processed. There are numerous presentational or executional techniques, but the following are some of the more commonly used appeals. †¢ Appeals Based upon the Provision of Information †¢ Factual †¢ Sometimes referred to as the `hard sell’, the dominant objective of these appeals is to provide information. This type of appeal is commonly associated with high-involvement decisions where receivers are sufficiently motivated and able to process information. †¢ Persuasion, according to the ELM, is undertaken through the central processing route. This means that advertisements should be rational and contain logically reasoned arguments and information in order that receivers are able to complete their decision-making processes †¢ †¢ The establishment of credibility is vital if any message is to be accepted. One of the ways in which this can be achieved is to present the message in such a way that the receiver can identify immediately with the scenario being presented. This process of creating similarity is used a great deal in advertising and is referred to as slice-of-life advertising. For example, many washing powder advertisers use a routine that depicts two ordinary women (assumed to be similar to the target receiver), invariably in a kitchen or garden, discussing the poor results achieved by one of their washing powders. Following the advice of one of the women, the stubborn stains are seen to be overcome by the focus brand. The overall effect of this appeal is for the receiver to conclude the following: that person is like me; I have had the same problem as that person; he or she is satisfied using brand X, therefore, I too will use brand X. This technique is simple, well tried, well liked and successful, despite its sexist overtones. It is also interesting to note that a number o f surveys have found that a majority of women feel that advertisers use inappropriate stereotyping to portray females roles, these being predominantly housewife and mother roles. †¢ Demonstration A similar technique is to present the problem to the audience as a demonstration. The focus brand is depicted as instrumental in the resolution of a problem. †¢ Headache remedies, floor cleaners and tyre commercials have traditionally demonstrated the pain, the dirt and the danger respectively and then shown how the focus brand relieves the pain (Panadol), removes the stubborn dirt (Flash) or stops in the wet on a coin (or edge of a rooftop – Continental tyres). †¢ Whether the execution is believable is a function of the credibility and the degree of life-like dialogue or copy that is used. Comparative Advertising †¢ Comparative advertising is a popular means of positioning brands. Messages are based upon the comparison of the focus brand with either a main compet itor brand or all competing brands, with the aim of establishing superior. †¢ The comparison may centre upon one or two key attributes and can be a good way of entering new markets. Entrants keen to establish a presence in a market have little to lose by comparing themselves with market leaders. †¢ However, market leaders have a great deal to lose and little to gain by comparing themselves with minor competitors. Appeals Based Upon Emotions and Feelings †¢ Appeals based on logic and reason are necessary in particular situations. However, as products become similar and as consumers become more aware of the range of available products, so the need to differentiate becomes more important. Increasing numbers of advertisers are using messages which seek to appeal to the target’s emotions and feelings, a `soft sell’. Cars, toothpaste, toilet tissue and mineral water often use emotion-based messages to differentiate their products. There are a number of appeals that can be used to solicit an emotional response from the receiver. Of the many techniques available, the main ones that can be observed to be used most are fear, humour, animation, sex, music, and fantasy and surrealism. †¢ Fear †¢ Fear is used in one of two ways. The first type demonstrates the negative aspects or physical dangers associated with a particular behaviour or improper product usage. Drink driving, life assurance and toothpaste advertising typify this form of appeal. The second approach is the threat of social rejection or disapproval if the focus product is not used. This type of fear is used frequently in advertisements for such products as anti-dandruff shampoos and deodorants and is used to support consumers’ needs for social acceptance and approval. †¢ Fear appeals need to be constrained, if only to avoid being categorised as outrageous and socially unacceptable. There is a great deal of evidence that fear can facilitate attention and inter est in a message and even motivate an individual to take a particular course of action: for example, to stop smoking. Fear appeals are persuasive, according to Schiffman and Kanuk (1991), when low to moderate levels of fear are induced. †¢ Ray and Wilkie (1970), however, show that should the level of fear rise too much, inhibiting effects may prevent the desired action occurring. This inhibition is caused by the individual choosing to screen out, through perceptive selection, messages that conflict with current behaviour. The outcome may be that individuals deny the existence of a problem, claim there is no proof or say that it will not happen to them. †¢ Humour The use of humour as an emotional appeal is attractive because it can draw attention and stimulate interest. A further reason to use humour is that it can put the receiver in a positive mood. Mood can also be important, as receivers in a positive mood are likely to process advertising messages with little cognitive elaboration (Batra and Stayman, 1990). †¢ This can occur because there is less effort involved with peripheral ra ther than central cognitive processing, and this helps to mood protect. In other words, the positive mood state is more likely to be maintained if cognitive effort is avoided. Yellow Pages have used humour quietly to help convey the essence of their brand and to help differentiate it from the competition †¢ It is also argued that humour is effective because argument quality is likely to be high. That is, the level of counter-argument can be substantially reduced. Arguments against the use of humour concern distraction from the focus brand, so that while attention is drawn, the message itself is lost. With the move to global branding and standardisation of advertising messages, humour does not travel well. While the level and type of humour are difficult to gauge in the context of the processing abilities of a domestic target audience, cultural differences seriously impede the transfer of jokes around the world. Visual humour (lavatorial, Benny Hill type approaches) is more universally acceptable (Archer, 1994) than word-based humour, as the latter can get lost in translation without local references to provide clues to decipher the joke. †¢ Humou r, therefore, is a potentially powerful yet dangerous form of appeal. Haas (1997) reports that UK advertising executives have significantly higher confidence in the use of humour than their US counterparts, but concludes that ‘humour is a vague concept and that its perception is influenced by many factors’. These factors shape the context in which messages are perceived and the humour conveyed. †¢ Animation †¢ Animation techniques have advanced considerably in recent years, with children as the prime target audience. However, animation has been successfully used in many adulttargeted advertisements, such as those by Schweppes, Compaq, Tetley Tea, Direct Line Insurance and the Electricity Board. The main reason for using animation is that potentially boring and low-interest/involvement products can be made visually interesting and provide a means of gaining attention. A further reason for the use of animation is that it is easier to convey complex products in a way that does not patronise the viewer. †¢ Sex †¢ Sexual inn uendo and the use of sex as a means of promoting products and services are both common and controversial. Using sex as an appeal in messages is excellent for gaining the attention of buyers. †¢ Research shows, however, that it often achieves little else, particularly when the product is unrelated. Therefore, sex appeals normally work well for products such as perfume, clothing and jewelry but provide for poor effectiveness when the product is unrelated, such as cars, photocopiers and furniture. †¢ Haagen-Dazs premium ice-cream entered the UK market using pleasure as central to the message appeal. This approach was novel to the product class and the direct, natural relationship between the product and the theme contributed to the campaign’s success. †¢ The use of sex in advertising messages is mainly restricted to getting the attention of the audience and, in some circumstances, sustaining interest. It can be used openly, as in various lingerie, fragrance and perfume advertisements, such as WonderBra and Escape, sensually, as in the Haagen-Dazs and Cointreau campaigns, and humorously in the Locketts brand. †¢ Music †¢ Music can provide continuity between a series of advertisements can and also be a good peripheral cue. A jingle, melody or tune, if repeated sufficiently, can become associated with the advertisement. Processing and attitudes towards the advertisement may be directly influenced by the music. Music has the potential to gain attention and assist product differentiation. Braithwaite and Ware (1997) found that music in advertising messages is used primarily either to create a mood or to send a branded message. In addition, music can also be used to signal a lifestyle and so communicate a brand identity through the style of music used. †¢ Many advertisements for cars use music, partly because it is difficult to find a point of differentiation (Independent, 18 October 1996), and music is able to draw attention, generate mood and express brand personality (e. . Rover, BMW, Nissan Micra, Peugeot, Renault). †¢ Some luxury and executive cars are advertised using commanding background music to create an aura of power, prestige and affluence, which is combined with strong visual images in order that an association be made between the car and the environment in which it is positioned. There is a contextual juxtaposition between the car and the environment presented. Readers may notice a semblance of classical conditioning, where the music acts as an unconditioned stimulus. Foxall and Goldsmith (1994) suggest that the stimulus elicits the unconditioned emotional responses that may lead to the purchase of the advertised product †¢ Fantasy and Surrealism †¢ The use of fantasy and surrealism in advertising has grown partly as a result of the increased clutter and legal constraints imposed on some product classes. By using fantasy appeals, associations with certain images and symbols allow the advertiser to focus attention on the product. The receiver can engage in the distraction offered and become involved with the execution of the advertisement. If this is a rewarding experience it may be possible to affect the receiver’s attitudes peripherally. Readers may notice that this links to the earlier discussion on `liking the advertisement’. †¢ Finally, an interesting contribution to the discussion of message appeal has been made by Lannon (1992). She reports that consumers’ expectations of advertisements can be interpreted on the one hand as either literal or stylish and on the other as serious or entertaining, according to the tone of voice. This approach vindicates the view that consumers are active problem solvers and willing and able to decode increasingly complex messages. They can become involved with the execution of the advertisement and the product attributes. The degree of involvement (she argues implicitly) is a function of the motivation each individual has at any one moment when exposed to a particular message. †¢ Fantasy and Surrealism †¢ Advertisers can challenge individuals by presenting questions and visual stimuli that demand attention and cognitive response. Guinness challenged consumers to decode a series of advertisements which were unlike all previous Guinness advertisements and, indeed, all messages in the product class. The celebrity chosen was dressed completely in black, which contrasted with his blonde hair, and he was shown in various time periods, past and future, and environments that receivers did not expect. He was intended to represent the personification of the drink and symbolised the individual nature of the product. Audiences were puzzled by the presentation and many rejected the challenge of interpretation. `S urfer’ and `Bet on Black’ are more recent Guinness campaigns which seek to convey the importance and necessity to wait (for the drink to be poured properly). To accomplish this, it portrays a variety of situations in which patience results in achievement. †¢ Fantasy and Surrealism †¢ When individuals respond positively to a challenge, the advertiser can either provide closure (an answer) or, through surreal appeals, leave the receivers to answer the questions themselves in the context in which they perceive the message. One way of achieving this challenging position is to use an appeal that cognitively disorients the receiver (Parker and Churchill, 1986). If receivers are led to ask the question `What is going on here? ‘ their involvement in the message is likely to be very high. Benetton consistently raises questions through its advertising. By presenting a series of messages that are socially disorientating, and for many disconcerting, Benetton continually presents a challenge that moves away from involving individuals into an approach where salience and `standing out’ predominates. This high-risk strategy, with a risk of rejection, has prevailed for a number of years. The surrealist approach does not provide or allow for closure †¢ The conformist approach, by contrast, does require closure in order to avoid any possible counter arguing and message rejection. Parker and Churchill argue that, by leaving questions unanswered, receivers can become involved in both the product and the execution of the advertisement. Indeed, most advertisements contain a measure of rational and emotional elements. A blend of the two elements is necessary and the right mixture is dependent upon the perceived risk and motivation that the target audience has at any one particular moment. †¢ The message appeal should be a balance of the informative and emotional dimensions. Furthermore, message quality is of paramount importance. Buzzell (1964) reported that `Advertising message quality is more important than the level of advertising expenditure’. Adams and Henderson Blair (1992) confirm that the weight of advertising is relatively unimportant, and that the quality of the appeal is the dominant factor. However, the correct blend of informative and emotional elements in any appeal is paramount for persuasive effectiveness. †¢ Advertising Tactics †¢ The main creative elements of a message need to be brought together in order for an advertising plan to have substance. The processes used to develop message appeals need to be open but systematic. †¢ The level of involvement and combination of the think/emotional dimensions that receivers bring to their decision-making processes are the core concepts to be considered when creating an advertising message. Rossiter and Percy (1997) have devised a deductive framework which involves the disaggregation of the emotional (feel) dimension to a greater degree than that proposed by Vaughn (1980) (see Chapter 12 for details). They claim that there are two broad types of motive that drive attitudes towards purchase behaviour. These are informational and transformational motives and these will now be considered in turn. †¢ Informational Motives †¢ Individuals have a need for information to counter negative concerns about a purchase decision. These informational motives are said to be negatively charged feelings. They can become positively charged, or the level of concern can be reduced considerably, by the acquisition of relevant information. †¢ Transformational Motives †¢ Promises to enhance or to improve the user of a brand are referred to as transformational motives. These are related to the user’s feelings and are capable of transforming a user’s emotional state, hence they are positively charged. Three main transformational motives have been distinguished by Rossiter et al. (1991): †¢ Various emotional states can be associated with each of these motives, and they should be used to portray an emotion that is appropriate to the needs of the target audience. †¢ One of the key promotion objectives, identified earlier, is the need to create or improve levels of awareness regarding the product or organisation. This is achieved by determining whether awareness is required at the paint of purchase or prior to purchase. Brand recognition (at the point of purchase) requires an emphasis upon visual stimuli, the package and the brand name, whereas brand recall (prior to purchase) requires an emphasis on a limited number of peripheral cues. These may be particular copy lines, the use of music or colours for continuity and attention-getting frequent use of the brand name in the context of the category need, or perhaps the use of strange or unexpected presentation formats. Advertising tactics can be determined by the particular combination of involvement and motives that exist at a particular time within the target audience. †¢ If a high involvement decision process is determined with people using a central processing route then the types of tactics shown in Figures 21. 2 and 21. 3 are recommended by Rossiter and Percy(1997). If a low-involvement decision process is determined with the target audience using a peripheral processing route, then the types of tactics shown in Figures 21. and 21. 5 are recommended. †¢ The Rossiter-Percy approach provides for a range of advertising tactics that are oriented to the conditions that are determined by the interplay of the level of involvement and the type of dominant motivation. These conditions may only exist within a member of the target audience for a certain time. Consequently, they may change and the advertising tactics may also have to change to meet the new conditions. There are two points that emerge form the work of Rossiter and Percy. The first is that all messages should be designed to carry both rational, logical information and emotional stimuli but in varying degrees and forms. Second, low involvement conditions require the use of just one or two benefits in a message whereas high involvement conditions can sustain a number of different benefit claims. This is because †¢ persuasion through the central processing route is characterized by an evaluation of the alternatives within any one product category How to cite Advertising Message, Essay examples

Human Resources Management and Challenges †MyAssignmenthelp.com

Question: Discuss about the Human Resources Management Challenges. Answer: Introduction In this report, adamantine study has been conducted on the human resources management and challenges faced by employees in the complex business conditions. Organization is accompanied with complex set of activities in which various functions are performed and handled. This report reflects the human resources management strategies which organization should use while handling employees hiring and selecting employees in organization. After that challenges and problems faced by organization while handling human resources management policies and frameworks have been discussed. With the increasing ramification of economic changes and factors of organizational complex business conditions, each and every organization needs to hire human resources management department to implement proper level of HRM policies and frameworks. There are several companies around the globe which are creating core competency by adopting employees oriented organizational culture (Brewster and Hegewisch, 2017). These are the companies such as Woolworth, Wesfarmers, Tesco and G.E. Capital that have created employees oriented organizational culture. Human resource management department is essential part of the complex business organization which make efforts to recurring, hiring and training and development of employees. It is further observed that if HRM department of organization does not perform its work in effective manner then it will not only decrease the overall productivity of organization but also put negative impact on the business functioning of organization. For instance, if a company is having employees strength of more than 100 employees then HRM department of organization will indulged in hiring, training and working program in effective manner (Bamberger, Biron, and Meshoulam, 2014). Furthermore, companies accompanied with complex business functions are more inclined towards setting a separate HRM department. However, HRM department of multination companies are accompanied with several challenges and issues such as communication problems, diversity needs and complex business structure. This has shown that if company could maintain effective hiring and training process then it will increase the efficiency, productivity and team work in determined approach. In the war of talent, human resource strategies are the key pillar for the business success (Varma, 2013). After evaluating the data from primary and secondary sources, it is observed that if company could make its organizational culture more restricted and accompanied by rigid organizational po licies an frameworks then it will put negative impact on employees working and increase the overall employee turnover. Nonetheless, this level of policies and organizational culture is very important to meet the standard targeted output and increase the productivity organization with a view to match with the globalized and ramified economic changes. There are several employees who born approximately between 1980 and 1979 and provide effective services in organization. Employees who are working in organization and related to generation y are more inclined towards working in less rigid working environment. However, employees from this generation y are less motivated for using highly sophisticated technologies and business parts. This level of organizational culture and installing high level of technologies put negative impact on employees and they get demotivated if they do not adapt with these technologies. Therefore, HRM department of organization has to indulge in providing proper level of training and development program for better handling of employees needs and demand in market. For instance, G.E. capital and Woolworth adopted cyber computing enterprises resource planning in its business process (Bud war and Debrah, 2013). It increased the demotivation in their employees working and resulted to high level of employee turnover in the years when these companies adopted cyber computing enterprises resource planning in its business process. Therefore, it could be inferred that if proper level of HRM policies and strategies plans could be made then it will not only increase the overall the productivity organization with a view to match with the globalized and ramified economic changes but also reduce the employees turnover (Sparrow Brewster and Chung, 2016). There are several current and emerging challenges that human resources PR actioners face in meeting the diverse and contemporize workforce. Multigenerational challenges Human resource PR actioners are facing multigenerational workforce problems. For instance, if an organization has more than 200 employees and half of the employees are from generation Y and half of the employees are young generation. It is considered that employees who are young and dynamic are more inclined towards new challenges and use of high technologies. On the other hand, employees from generation Y are more rigid and less inclined towards using sophisticated technologies (Sparrow, Brewster, and Chung, 2016). Therefore, management of this level of complexity becomes cumbersome process for Human resource PR actioners while introducing new HR policies and frameworks in organization. Nonetheless, HR practitioners could implement effective HR policies if they consider employees working behavior, perceptions and values for the betterment of organizations. HR needs to evaluate what kinds of training and development program needs to be implemented for the betterment of organizations working behavior and efficiency of business. However, it becomes hard for the HR PR actioners to implement customized HR polices which could satisfy employees need and demand as per the organizational working structure (Aswathappa, 2013). Attrition and retention of talented employees It is evaluated that Human resource PR actioners has to work as per the directions and instruction received from the top management department. It is considered that if they are not provided proper level of budget and directions to implement standards HR policies then it will become cumbersome process for HR department to manage their work and development of employees in determined approach. In addition to this, experts and experienced staffs are the key pillar of business success (Latham, 2014). Therefore, it is considered that if Attrition and retention of talented employees are not curbed by the management department then HR department has to provide same training to different employees each and every employee. This will increase the overall cost of process system of organization. However, company could decrease the overall attrition and retention of talented employees by implementing proper level of HR policies and implementing proper terms and conditions. Furthermore, each and e very time pursing different employees for the same level of tasks by the HR department also becomes very complicated. HR practitioners instead of struggling with these issues should be more inclined towards developing credibility in peoples working functions. If these attrition and employee turnover problems are not resolved by HR practitioners in timely manner then it will increase the complexity in the implementation of HR polices and employee oriented organizational culture (Marler and Fisher, 2013). Managing benefits and perks programs There are several organizations such as Woolworth, Wesfarmers, G.E. capital and Tesco that have complex business conditions and complex working environment. It is observed that if proper level of HR policy and rules are not implemented by HR practitioners then it will increase attrition, organizational cultural issues and communication gap in employees and resulted to tough implementation of benefits and peers program for the betterment of employees. However, due to complexity of business, employees and top management may face communication issues while communicating with each others. It is considered that if HR PR actioners face communication problems while communicating with employees and management department then it will increase the complexity of business. For instance, health insurance, disability facilities, paid vacations and other perks program could be extensive and program. The main challenging part for HR practitioners is related to implementation of perk and benefits pro gram for employees and evaluate the potential impact of the same by establishment of proper nexus between employees growth and organizational development at large. It becomes complex and cumbersome for HR PR actioners to look ahead the impacts of implemented perk and benefits program for the betterment of organization. Sometimes, Perks and other incentives are given to employees on the basis of their performance and positions (Armstrong and Taylor, 2014). This creates allocation of benefits to employees differently and results to demotivation for employees who get less benefits from organization. These HR practitioners will face trouble in allocating benefits and perks to employees as they know if they allocate benefits to employees on the basis of irrelevant factors then it would create discrimination and demotivation among all the employees of organization. Therefore, it could be inferred that HR practitioners should evaluate all the internal and external factors before implementi ng HR policies and program in determined approach (Woodrow, and Guest, 2014). Conclusion HR polices and program should be set in such a manner by the HR practitioners which will not only establish employees oriented organizational culture but also result to management of employees problems in determined approach. In this report, it is shown that how employers oriented organizational culture could put negative impact on the business organization in long run. Furthermore, it is determined that if company could establish proper level of nexus between their employees welfare and organizational development then it will result to synergy in the usage of resources. References Armstrong, M. Taylor, S., (2014).Armstrong's handbook of human resource management practice. Kogan Page Publishers. Aswathappa, K., (2013).Human resource management: Text and cases. Tata McGraw-Hill Education. Bamberger, P.A., Biron, M. Meshoulam, I., (2014).Human resource strategy: Formulation, implementation, and impact. Routledge. Brewster, C. Hegewisch, A. eds., (2017).Policy and Practice in European Human Resource Management: The Price Waterhouse Cranfield Survey. Taylor Francis. Budhwar, P.S. Debrah, Y.A. eds., (2013)Human resource management in developing countries. Routledge. Latham, J.R., (2014). Leadership for quality and innovation: Challenges, theories, and a framework for future research.Quality Management Journal, 21 (1),5. Marler, J.H. Fisher, S.L., (2013). An evidence-based review of e-HRM and strategic human resource management.Human Resource Management Review,23(1), pp.18-36. Sparrow, P., Brewster, C. Chung, C., (2016).Globalizing human resource management. Routledge. Sparrow, P., Brewster, C. Chung, C., (2016).Globalizing human resource management. Routledge. Varma, A., (2013).Managing human resources in Asia-Pacific(Vol. 20). Routledge. Woodrow, C. and Guest, D.E., (2014). When good HR gets bad results: Exploring the challenge of HR implementation in the case of workplace bullying.Human Resource Management Journal, 24(1), pp.38-56.

Social Responsibility and Managerial Ethics Essay Example

Social Responsibility and Managerial Ethics Essay Introduction Corporate social responsibility(CSR) refers to the managers are not only create profit for shareholders, but also assume the responsibility for employees, consumers and other stakeholders. (Robbins, Bergman, Stagg Coulter 2008). Corporate social responsibility requires companies to exceed traditional goals of profit-worship and make contribution to public welfare in the working process. Companies spend more time and resources in managing social responsibility to coordinate the benefit between shareholders and other stakeholders. Corporate social responsibility can achieve the sustainable development of society and economic. Robbins, Bergman, Stagg Coulter 2008). In this essay, firstly, I will introduce the corporate social responsibility, and then I will explain why companies need to speed expensive time and resources in the CSR, thirdly, I will show the way how to achieve the CSR. Main Body Already it is fiendishly hard to define a corporate social responsibility. The re are two main views which are classical and socioeconomic views. In classical view, management has only social responsibility to get the maximise profits. It mean that company’s social responsibility is only satisfied with the shareholders. Here is a case of the Manville Corporation in United States. Fifty years ago, its senior management had found that asbestos which is one of its products caused fatal lung disease. As a matter of policy, management decided to hide the fact from affected employees. Why? Profits! In the mid-1940s, the company replied the lawyer that their policy can save more money. That might be true in the short term, but it surely wrong in the long run. The company was forced to file for bankruptcy in 1982 because of the thousands of lawsuits about asbestos. Until 1988, the company emerged from bankruptcy. We will write a custom essay sample on Social Responsibility and Managerial Ethics specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Social Responsibility and Managerial Ethics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Social Responsibility and Managerial Ethics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer But they got huge liabilities. They had to pay US$2. 6 billion in cash and bonds. On 1 April 1996, Manville Corporation closed the company permanently and there is a independent trust fund continue to pay out the liabilities in Manville’s name. (Robbins, Bergman, Stagg Coulter 2008). In socioeconomic view, management’s social responsibility exceed classical view and include making contribution to society’s welfare. (Robbins, Bergman, Stagg Coulter 2008). It generally refers to achieve the benefit while base on ethical values, comply with legal requirements, and respect for people, communities, and the nvironment. (Catalyst Consortium 2002). So, managers need to coordinate the benefit between shareholders and other stakeholders. Toyota Australia installed a 350,000 litre underground stormwater tank in its new corporate headquarter in Melbourne. The huge tank collects stormwater from the roof and used to flushing toilets and irrigating gardens which are surround the buildings. ( Robbins, Bergman, Stagg Coulter 2008). Toyota build water tank can save water for the society and decrease expense in water, this action is subjective. European Commission emphasize that the CSR is an independent behaviour which is decided by the companies, nobody is compulsive, and it concerted the relationship between company and society. ( Lefter MureSan 2010). Thus, many corporations do not like to increase attention in CSR before they have been censured by the Greenpeace, media and human-rights organisations. For example, in the early 1990s, Nike was boycotted by large group of consumers. Why? Because the New York Times and other media disclose that the labours in its factory in Indonesian were reviled. (Porter Kramer 2006). In general, Companies supply goods and services, because the market economy system offers incentives if the companies do it. Market economy operates according to Adam Smith’s invisible hand. (Nick, 2008). Companies contribute social interests to get intangible benefit such as goodwill. Corporate social responsibility can be a long-term economic performance. This action achieve the sustainable development of society and economic. Avon Products Inc. was being socially responsible when it started its Breast Cancer Crusade to provide women with breast cancer education and early detection screening services. After 14 years, this project has increased more than US$400 million in 50 countries worldwide. Brazilian cosmetics manufacturer Natura developed sustainable development projects with farmers and small communities. It is socially responsible. Why? Through each of the programs, managers have protected and improve society’s welfare. (Robbins, Bergman, Stagg Coulter 2008). Nowadays, more and more companies are conscious of that in order to keep powerful in produce and compete in a constant changing market, they need to become socially responsible. In the last ten years, globalization make the earth as a country. The development of technology results in most companies lost the dominant position. In this globalization completive environment, companies want to improve their ability to get profits and avoid risks. How can they do it? Devoting expensive time and resources to managing their social responsibility. Because of globalization, skilled employees, stable consumers and investors become more and more important. CSR can connect the employees, consumers and investors in an mutual benefit. (Catalyst Consortium 2002). So, successful corporations need society to ensure that they can get enough good workers, government policies, consumer markets and national resources. At the same time, a healthy society needs successful companies to protect and improve welfare. (Porter Kramer 2006). Insurance Australia Group(IGA) has been consider with the global warming for some time. They decided that paying more attention to prevent global warming, but not just paying compensation in the end. Global warming caused more storms, more storms can cause more compensations, more compensations cause expenses raise up and then the income of the company does not increase. Snow, 2005). In a series of cycle, companies and society get less than they have paid. It is a vicious cycle. Many companies want to get profit through the CSR. It is hardly distinguish whether this kind of CSR is good or bad. Some people think it as mutual benefit, and something to celebrate; others regard it is hypocritical. And, even some companies think that CSR is just show the name on the Giving List. Is CSR then mostly for show? It is hardly to identify, because CSR has many different styles and is started by many different motives. For most companies, CSR is little more than a cosmetic treatment. Big multinationals also show their CSR criteria, it is pretty. But they have never achieve it. (Crook, 2005). The tragic happened and oil spill show a corporate culture at BP that always ignore worker safety and environmental standards. If BP can increase precautions, many accidents will not happen. Ironically, the company just finished a very successful advertising campaign, show itself as environmentally friendly an does better than other oil companies. BP makes a perfect marketing work. It shows that BP is a corporate social responsibility advocate. In fact, all the action which BP does are face job. Essentially, BP cannot carry out its corporate social responsibility. (Cherry Sneirson2011). These actions called ‘greenwash’ and also called ‘faux CSR’. When we devoted expensive time and resources to managing our social responsibility, we did not want to get this result. How to achieve the real corporate social responsibility? Typically, the more closely connected to a social issue is to an entity’s business, the greater the opportunity to leverage the firm’s resources and benefit society. (Porter Kramer 2006). For example, Since1999, Optus has been a major sponsor and partner of Kids Help Line, which is a free confidential telephone counselling service for young people who are aged 5 to 18. (Robbins, Bergman, Stagg Coulter 2008). Conclusion Companies should devote more time and resources to managing their corporate social responsibility. CSR in generally means that management achieve sustainable development between company’s profit and society’s benefit. If companies pay attention to CSR, it can refer to increasing their competitive force in the global market. Companies need to carry out their real CSR, not for face job or the Giving List. Corporations are not responsible for all problems of the world, and they also do not have enough resources to solve them. Each company can decide the particular set of societal problems which can balance the ability of solve problem and the competitive benefit. Reference list Crook, C. (2005, Jan 20). The good company. The Economist. Retrieved August 28, 2011, from http://www. economist. com/node/3555212? Story_id=3555212 Catalyst Consortium (2002). What is Corporate Social Responsibility?. Retrieved August 28, 2011, from http://www. rhcatalyst. org/site/DocServer/CSRQ_A. pdf? docID=103 Cherry, M. A. , Sneirson, J. F. (2011). Beyond Profit: Rethinking Corporate Social Responsibility and Greenwashing After the BP Oil Disaster. Tulane Law Review, 85(4), 983-1038. Retrieved from EBSCOhost. Lefter, C. C. , MureSan, L. L. (2010). THE ETHICAL AND SOCIALLY RESPONSIBLE BEHAVIOR OF THE COMMERCIAL COMPANIES. Bulletin of the Transilvania University of Brasov. Series VII: Social Sciences. Law, (52), 207-212. Retrieved from EBSCOhost. Lin-Hi, Nick (2008). Corporate Social Responsibility: An Investment in Social Cooperation for Mutual Advantage, Wittenberg Center for Global Ethics Discussion Paper, 2008-6. Porter, M. E. , Kramer, M. R. (2006). Strategy and society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78-92. Robbins, Bergman, Stagg, Coulter (2008). Management, 5th ed. , Sydney, Australia: Pearson Education. Snow, D. (2005, September 14). Green is good. Sydney Morning Herald. Retrieved September 14, 2005, from http://www. smh. com. au/news. business/green-is-good/2005/09/13/112637712729. htnl

Balenciaga and Bottega Veneta

Balenciaga and Bottega Veneta The Bottega Veneta is a new design company compared to the Balenciga designs. Established in 1966, Bottega Veneta opened its doors to the production of leather goods. The company has been recognized since then for its unique leather-weaving technique referred to as the ‘interecciato’ which has remained the brand signature of the design company.Advertising We will write a custom essay sample on Balenciaga and Bottega Veneta specifically for you for only $16.05 $11/page Learn More Balenciaga boutique operations date back to 1918 in Spain with its first branches in San Sebastian, Madrid and Barcelona. While Bottega Veneta grew and expanded to other countries courtesy of its discreet design and quality craftsmanship, The Balenciaga boutique moved to Paris to find new market after it was forced to close its operations in Spain due to the Spanish Civil War (Sievewright 90) Bottega Veneta has a unique way of advertising its products contrary to Balenci aga. This has enabled the designer shop to enjoy a discreet appeal to its clients with no logo design. In the early 1970’s, the design company adopted a new advertisement strategy making use of the tag line â€Å"When your own initials are enough†. The impact of this new innovation was evident in the few years that followed as by early 1980’s; the company had emerged as the favorite of the jet set internationally Balenciaga on the other hand advertises its products mainly through Hollywood stars, influential fashion editors and top models. The brand expansion of the two companies has not been that smooth. Both of them have experienced tough times on their way to the top at some points almost closing down completely. The falling out of top management in Bottega Veneta in the 1990’s led to the fortunes of the company to decline greatly. It was at this time that the company decided to abandon its old understated ethos and get into a new fashion territory tha t was trend driven. Some of the major changes that the management adopted at this transition period include doing away with logos that were visible from the brand’s products, highlighting the intecciato weave signature prominently, and having the company’s operations focus on artisanal production. After the closure in Spain due to War, Balenciaga opened its doors again in Paris with its first runway show featuring designs mostly influenced by renaissance from Spain. Its success come soon in the new market compared to Bottega Veneta. In a span of two years, the company received a revolutionary from the French press leading to its designs being highly sought-after (Sievewright 59)Advertising Looking for essay on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More Since then, both companies have ventured into new products and designs so as to compete with the market demands. Over the years, Bottega Veneta has added to its collections as it has included eyewear, jewelry, furniture and home fragrance. However, the shop has not given up on its traditional products such as shoes, handbags, small leather goods, home items, luggage and gifts. In the past, Bottega Veneta used to present its products especially those for women on run way shows but this has since changed as such presentations including those of furniture are now done in corporate offices located in Milan. In order to keep the company running and maintain high quality craftsmanship, Bottega Veneta resolved to open a training and support school in Italy. In the 1960’s, Balenciaga become an innovator of its own use of fabrics. This involved the change of style of production to intricate embroidery, heavy fabrics and bold materials. The trade mark of the design become collars which faced away from the collarbone so as to offer a swanlike appearance and bracelet sleeves that were had been shortened. Today, Balenciaga’s i s mostly famous for its handbags that are motorcycle-inspired. Balenciaga enjoys most of its sales in the United States where it has four boutiques that are exclusive. Balenciaga is also famous for its creation of structural pieces that are avant-grade which has enabled it to straddling the fashion edge and be in a position to forecast women fashions (Sievewright 78) Sievewright, Simon. Basics Fashion Design: Research and Design. New York: Ava Publishing, 2007. Print

Denver Art Museum Essay Example | Topics and Well Written Essays - 1000 words

Denver Art Museum - Essay Example I entered into the museum, I felt like entering into a new world, which was a world of art and creativity. An important thing that I noticed was the behavior of the administrative staff. The administrative staff of the museum was very cooperative and well mannered. During my visit, I saw a large number of people from different backgrounds, races, and religions in the museum. Everyone was admiring the collection of artworks as well as the way the artworks were housed in the museum. However, the number of people present in the museum was the least enjoyable factor for me because I could not get the assistance of the administration staff properly. There were a large number of people whereas the number of staff members was very less. The most enjoyable thing for me was the light music that was being played which was adding to the beauty of overall environment of the museum. Another considerable thing was the ethnic and cultural diversity of America that Denver art museum reveals. I can never forget my trip to the Denver art museum because it created a new image of America in my mind, which was the image of a culturally diverse America. Let me now describe two pieces of art from Asian art, which I really liked on my trip to the museum. 1. Shiva, King of Dancers Retrieved from http://www.denverartmuseum.org/explore_art/collections/objectDetails/objectId--104894 ‘Shiva, King of Dancers’ was created by an Indian artistic genius, named Narja Narayan according to some art historians, in the tenth century AD. The sculpture was created using bronze material and the dimensions of the sculpture are 111.51 x 101.64 cm (43 6/8 x 40.5 inches). Shiva, represented as Nataraja, is one of the most amazing symbols of divine powers. Storl states, â€Å"As Nataraja, Shiva appears as the king of dancers with a drum in one hand and a fire in the other† (34). The sculpture reveals a concept of Shiva dancing in and out of the existence of the world. â€Å"The sound of his drum heralds its creation; his burning flame signals its final conflagration† (â€Å"Asian Art†). In the sculpture, it is shown that on e hand of Shiva is up whereas the other one is down. The up hand shows that Shiva is relieving the emotions of fear whereas the other hand is towards his foot, which he has raised up in a dancing position revealing the sense of freedom. According to Berkson, Shiva shows a trancelike face expression in the sculpture (12). Shiva is shown dancing in a circle of time revealing a sense of independence and self-rule. Summing it up, the bronze made sculpture of Shiva attracts everyone because of its style, design, creativity, and feelings that it gives to the visitors. 2. Family of Tigers Retrieved from http://www.denverartmuseum.org/collections/objectDetails/objectId--104878 ‘Family of Tigers’ was created by a Korean artist in 1600s. The painting was created using ink and color on paper and the dimensions of the painting are 23 x 14 5/7 inches (58.5 x 37.1 cm). In the 1600s, people used to admire Korean tigers for their independent spirit and strength (â€Å"Asian Art† ). The painting reveals the mindset of Korean people of the past time when they believed tigers as guardians of their households. At that time, people used to create paintings of tigers on the papers in order to hang them on the walls of their houses. The painting also shows

Business Logistics Essay Example | Topics and Well Written Essays - 2000 words

Business Logistics - Essay Example The launching of an extensive range of logistics inventiveness, intended to develop working efficiencies, increase service level and enhance profitability. The upcoming trends like the B2B integration, e-business, electronic procuring, and e-logistics are initiated in collaboration with trading partners, to increase efficiencies and eradicate the desecrate, out of supply chains. â€Å"The supply chain is corporate America’s last frontier. Conquering it is the key to reducing costs and maximizing profits. Damon Schechter and Gordon Sander have done a remarkable job in demonstrating the importance of supply chain management—to today’s business† (Delivering the Goods 2000). The Apple Inc, has implemented e-commerce to develop deep relationships on good rapport with their customers. Nearly 50% of Apple’s $32 billion in annual revenues are carried out over the network, and other manufacturer distributors and suppliers report quick rise in on-line sale. A part from the U.S, the country Japan, too is emerging in e-commerce and is expected to achieve a growth of 40% in comparison to previous years. Process Flows Operation of Apple: Apple Inc, previously Apple Computer Inc, is one of the multinational companies in America that plans and sells customer electronics, software of computer, and personal computers. Logistic process of Apple Inc involve a large set of activities devoted to the transformation and allocation of commodities , from raw material sourcing to marketplace distribution, in addition to the associated flow of information. The application of process logistics facilitates a greater effectiveness of movements, with a suitable choice of methods, terminals, ways and scheduling. The implied intention of logistics is to create available merchandise, raw materials and possessions; satisfying four major requirements connected to order, release, quality and cost accomplishment. Logistics is therefore a multidimensional value added action, consisting of production, place, time and control of ingredients of the supply chain. Business nowadays is in a global atmosphere. This atmosphere forces companies, irrespective of place or primary marketplace base, to consider the other parts of the earth too, in their competitive policy analysis. Firms cannot separate themselves from or disregard external factors; for instance, fiscal trends, competitive circumstances or technology modernization in other nations. Some of their participants could be in competition or are positioned in those nations. â€Å"The supply chain of the new Apple iPhone and, at some point, the supply chains of the Apple TV, hope that this might help to demonstrate the complexity involved in manufacturing the Apple iPhone — a feature-rich product, I wish I could have, if I could afford it† (Supply Chain Management of Apple Inc 2010). Objectives of Apple Inc: 1. To maximize revenue. 2. To be the global leader among the high-tech brands . 3. To invent merchandises that will be useful, practical and sleek, and that which can appeal to customers all over the world, growing special attention to developed nations like Europe, United State and Canada, and the populous Asian states like Japan, China, India and South Korea. 4. To turn out to be the world's

Essay Example | Topics and Well Written Essays - 250 words - 83

Essay Example Knowledge of organizational behavior empowers managers to understand employees’ emotions as well as reasons for employees’ behaviors for appropriate managerial decisions and practices that can control the behaviors and attitudes to achieve positive results. The knowledge can for example help a manager to understand reasons for employees’ rebellion towards development of a forum for identifying root cause of the problem for reconciliation. The knowledge of organizational behavior also facilitates understanding among employees by promoting tolerance to cultural and behavioral diversity. This is because it explains existence of such diversities and offers approaches for avoiding and managing diversity based conflicts. Employees’ understanding of an organization’s constructs also aligns their personal values and behavior to the organization’s policies, values, and expectations. Employees of an organization with established ethical values, for ins tance, adhere to the stipulated standards. Similarly, understanding an organization’s fundamental values and objectives identifies the organization’s appropriate structure for achieving the values and objective. An organization with diversified objectives such as provision of specialized but differentiated products would for example require a structure with line managers (Phillips and Gully 6). Knowledge of organizational behavior in an organization therefore aligns management practices, employees’ relations, and organizations’ structures to the organization’s environment and

Analysis Of The Apple Logo

Analysis Of The Apple Logo Conduct an analysis of the organizations logo from the following perspectives: Design Color Message Context and use Source: http://www.blogcdn.com/www.switched.com/media/2008/02/apple-logo-128.png The Apple Logo, designed by Rob Janoff is very much in vogue and needs no glorious introduction whatsoever. The logo is virtually everywhere; on our iPhones, the beloved iPod, MACS, iPad and even subtle product placements in our favorite movies or shows. Not only is Apple technologically forward, but its logo is also the epitome of innovation. The design is simple, minimal and easily readable which makes it uncomplicated; categorically, it succeeds in grabbing the audiences attention. The logo hones a visually appealing apple with a considerable chunk of its right side bitten off. It is platonic on face value, yet mysterious and seductive on the inside. The bite is what adds character to the logo and makes it all the more alluring. Since the last 30 years the conceptualization and design, of the logo remains largely unchanged except variations in its color and just a few alterations per say. The Apple logo is easily the most recognized corporate symbol in the world, chances are there wont be drastic changes any time soon. Jean Louis Gassà ©e, executive at Apple Computer from 1981 to 1990 divulges more on the subject, One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colors of the rainbow in the wrong order. You couldnt dream of a more appropriate logo: lust, knowledge, hope, and anarchy. (Quote: Linzmayer, Owen W 2004, Apple confidential 2.0: the definitive history of the worlds most colorful company, 2nd Edition, no. 1, pp. 12) The original Apple logo was designed by Jobs and Wayne in 1976, showing Isaac Newton sitting under an apple tree. It was inspired by the following quotation, Newton A Mind Forever Voyaging Through Strange Seas of Thought Alone. The organizations name was also incorporated into the original logo. Later it was redesigned in 1977 and if one may say so, immortalized by Janoff with the newer version that we are familiar with today. We have seen numerous variations of the logo in the last years namely the rainbow apple, the aqua colored range and the contemporary metallic-chrome version. There have been a myriad of interpretations and myths as far as the color scheme of the logo is concerned. The rainbow colored apple has been rumored to represent a hippie influence in tandem with the fact that Apple has always branded itself as a cool and hip company that caters to the young and savvy. Designer Rob Janoff explains that the real solid reason for the colored stripes was that the Apple II wa s the first home or personal computer that could reproduce images on the monitor in color. So it represents color bars on the screen. (Raszl, 2009, Interview with Rob Janoff- designer of the Apple logo, Creative Bits, http://creativebits.org/interview/interview_rob_janoff_designer_apple_logo) Other urban legends also conclude that the Apple logo is essentially seen as homage to Alan Turning, the forefather of modern computing, who committed suicide using a cyanide-laced apple. Alan Turning was a homosexual and the rainbow colored stripes was seen as a tribute to gay pride. Some even view the bitten apple as a biblical reference to when Eve bit into the forbidden apple or perhaps even the proverbial bite of knowledge. However, these widely distributed apprehensions are sheer myths and have been romanticized because of the logos appeal. Rob Janoff sets the record straight, When I explain the real reason why I did the bite its kind of a letdown. But Ill tell you. I designed it with a b ite for scale, so people get that it was an apple not a cherry. Also it was kind of iconic about taking a bite out of an apple. Something that everyone can experience. It goes across cultures. If anybody ever had an apple he probably bitten into it and thats what you get. It was after I designed it, that my creative director told me: Well you know, there is a computer term called byte. And I was like: Youre kidding! So, it was like perfect, but it was coincidental that it was also a computer term. (Raszl, 2009, Interview with Rob Janoff- designer of the Apple logo, Creative Bits) A noticeable feature about the logo in terms of proportion and texture is its solid shape and a clearly differentiated outline which exudes power. In short, the apple means business and demands to be taken seriously! Close attention has been paid to detail and there is no textual clutter. Its easy on the eye and does not give way to any visual dirt or jargon so to speak. It is interesting to note that the Apple Company does not use its name in its logo and this unconventional approach actually works for them. A logo sans the brand name is much bolder and continues to have a strong presence in a plethora of other rival companies. Furthermore, the apple on a plain white background adds an element of distinctiveness and the contrast speaks volume in terms of shape-recognition. The graphics have witnessed a few changes here and there by making the logo more symmetrical and yet never losing its essence. There are no visible fonts in the official Apple logo and there seems no particular ne ed for one either because of its mass popularity. Apple boasts massive brand awareness without even using the company name in its logo and has dominated the international market with the aid of this cutting-edge design alone. Recently, Apple has opted for white and raw-aluminum color schemes. The revamped glass-themed logo that first appeared on the Mac OS X Panther in 2003 and later on the iPhone, iPod Touch, iPod Nano, Video iPod etc is revolutionary and refreshing. It has no rainbow colors in its new design, is elegant and poised in stature. These tweaks have managed to sustain Apples position as a frontrunner and keeping up-to-date with the consumers tastes and preferences. Apple Computers brand image transcends cultures and continents. The Apple is considered an elite yet attainable product. We all wanted to get our hands on the iPhone when it first came out irrespective of our geographical constraints and earlier the iPod was on everyones wish-list. Thats the beauty of Apple. Their marketing strategy and creative approach is almost impeccable. The Apple logo is not just a corporate identity anymore; but it has also hinged its way well into global popular culture. Why else would it be considered fashionable to wear the bitten apple on their daily apparel by loyal customers and going to extreme lengths by endorsing the logo by having it tattooed on their bodies? The Apple logo appears on all Apple products including computers, laptops, iPods, Macintosh, QuickTime etc. Apple products have unexpectedly popped up innumerable times on media channels as an ideal trick for product placements. The edible apple has been a regular on popular shows like Sex and t he City, Heroes, The Office, Entourage, CSI NY, House, 24 and The O.C to name a few. Apple has however repeatedly denied any claims that they pay for product placements which could only mean that Apple gives away its products for usage to certain production houses. Similar patterns of supporting shiny MacBooks and iPods can be viewed on the big screen including new releases like Wall-E, Toy Story 3, Wall Street 2, Kick Ass and Book of Eli. Hence, Hollywoods growing relationship with Apple is headed towards a lifetime romance and is one the reasons why the logo is so popular and inadvertently the products deemed as chic. Examples of Product Placements. The intimacy between Apple and its logo is legendary. Despite its humble beginnings, Apple has materialized as quite the sensation ever since its inception. Avant garde campaigns like Think Different and out of the box creativity have made the infamous gnawed apple timeless for all times to come. Apple understands its consumers needs and the universally recognizable logo is the perfect testament to what the company has achieved over the years after its initial years as a failing company to being the big gun it is today. No company vouches such hearty endorsements and positive responses by consumers like Apple does. The chucked fruit is here to stay and then some!