Try and Try Again Essays - Presentation Experience, Poor Grades

The motto, if at first you dont succeed, try, try again, is a saying that I agree with. In my life, I have made an effort to persevere using several different approaches to a problem or goal in order to be successful. One example that I comes to mind is my university presentation. Even as a freshmen, I preferred to get advice from the professor about how to make presentation. Truthfully, I was completely confused in the first conversation. Nevertheless, I have learned how to research, about body language and have launched several campaigns to make a good presentation. My first real presentation experience was at the university. For six weeks, I researched more than 200 pages a day, taking note of important information carefully. I learned to organize material into sections like. At the end of six weeks, I made a presentation in the class. But I did not remember anything and I felt very sick. So I began to read my notes. My teacher put an end to my speech because I spoke too long and everybody lost their attention. As a result, I got poor grades at the midterm and I had to work hard for the final exam. Although I had failed in my first experience, I still had a chance to pass the course. This time I followed a rigorous working plan. I concentrated on body language as well as structure. I took a mirror to my room so that It it would be easier to make practice. I joined a social club and observed people as they were giving presentations. Although I made a good presentation as I want, and I began to receive complements from friends on my presentation. Nevertheless, I found myself going to a disco with friends from my club, missing lesson because I was too busy. Preparing for the final was not possible because I was arriving late. I failed the final again. If I wanted to , I could have skipped the course, but I tried again. I met one person who is was successful at giving the presentation. She gave me private lessons. I learned a new method for a successful presentation, such as speaking clearly. My presentation became more understandable and was timer shorter. Moreover, by studying the lesson by myself and actively listening to other students, I have slowly reached my goal. When I was making the presentation, I felt confidence and overcame the challenge. So, as you see, I tried and tried again, but at last I succeeded in finding a way that worked for me. And I learned researching, body language and speaking clearly. What is important is not to give up and to learn from each failure.

Gandi essays

Gandi essays Gandhis philosophy of civil disobedience influenced leaders of civil rights groups around the world. Gandhi believed in a nonviolent approach to everything, but most important, independence. Gandhi did not want to fight back no matter what the British police did to the Indians. He wouldnt fight back, just take the circumstances. Gandhi wanted justice without violence. Gandhis first protest was in South Africa. In South Africa, Gandhi got rights for all the Indians by burning all the passes, which allowed Indians to work. Gandhis best way of protesting was when he was fasting, meaning he didnt eat until the all the violence stopped, all he did was drink water. I think Gandhis best way of protesting was when he got all the Indians to not cooperate with the British police, sure many of them went to jail, but Gandhi got his way at the end. Gandhis goal was to gain Independence for India in a nonviolent manner. Nonviolence is the greatest force at the disposal of mankind. Gandhi really believed in this phrase. He did many things to reach his goal. He got all the Indians to not cooperate with the British police, he didnt eat until the violence stopped, and burned all the English cloth and made his own clothes by spinning cotton. Gandhi was very successful at reaching his goal of gaining independence for India. He was destined to reach his goal, and for that he went thorough many things. He went to jail many times, went without eating for weeks, and took all the injustice from the British police. Gandhi did all this in a nonviolent manner, and was very successful. One problem that Gandhi couldnt solve was the problem with Hindus and Muslims, because he ended up getting shot when he was about to solve this problem. In conclusion, I think Gandhi was a man destined to gain Independence for his country. He was very successful at his goal, even th...

American Education Assignment Example | Topics and Well Written Essays - 250 words

American Education - Assignment Example Eastern education is influenced more by spirituality and religion. On the other hand, Native American’s education is more focused on re-educating the students in the Western school of thought. The dominating culture of the West has been a primary focus on American’s education, thus, the culture of the natives are discouraged since the dominant culture believes that their education and knowledge is better or more inclined to the truth than the traditional ways of the natives. Though, there have been programs to re-establish the traditional concepts and schools of thought of the native, more inclined to a balance of nature and self (Demmert, 1994). Another striking difference in the education system of the West and the East is the structure. Eastern education is more teacher-centered, wherein the teacher has the ultimate authority in a classroom setting. Western education, on the other hand, is more student-centered and focus on class participation and interaction. Teacher-centered education gives high expectations and student-centered is more focused on the values that are imparted to its students (LePage and Sockett, 2002). This basically shows that a student-centered setting is more effective in the Western education since it is more focused on individualism and reason. However, the Eastern educational system has learned to strike a balance of these two in order to produce better and more productive

ArticleAbstract Assignments 11 Essay Example | Topics and Well Written Essays - 250 words

ArticleAbstract Assignments 11 - Essay Example This paper has highlighted the major huddles that come with the hosting of the event like the infrastructure development which require substantial investment especially on cities that are not already developed. They have also handled housing, the need for soft-infrastructure . The authors have used theoretical method showing the number of ways that the event can happen and have not relied on the success of previous events like they have stated that there is no guarantee that events that have been successfully hosted in one city will have the same positive economic impact if hosted in another city(Solberg & Preuss, 216). The article has highlighted the great benefits of major sports event but has underrated the value of tourism in impacting the economy. They have watered down each benefit of the sporting event in the economy with negativity and downfalls. In as much as the article has dealt with the longterm impacts statements like an incentive for locals to exaggerate the benefits, with the result that too many resources might be invested in too many events (Solberg & Preuss, 216), have changed the perspective of the event. It was important for the authors to use an empirical method so as to address the impacts with the view point of events that have successfully

Three pieces of legislation Essay Example | Topics and Well Written Essays - 500 words

Three pieces of legislation - Essay Example The safety here does not only include physical safety but it also includes protection and fortification against hostility and mistreatment. This act sets up certain responsibilities for the management (employers) as well as workers. The management is responsible for producing and executing a harassment and violence policy, for providing proper guidance and training opportunities to the workers, for recruiting people of proper age group, for making availability of emergency products and programs. Moreover the management should also have the health and safety program in black and white. The workers on the other hand are also assigned with certain responsibilities which are; they should take appropriate care of themselves and they should be careful that behavior and attitude should not affect others workers in a negative way, they are bound to pursue the protection measures in the organization, they should take part in the training and guidance programs, they should be very precautious and careful while using the machines they should also put on all the safety measures that are required, they should collaborate with the management and health committee in order to solve health and safety problems.

History of Cancer Theories

History of Cancer Theories Defining Cancer Cancer is a group of diseases involving out-of-control growth of abnormal cell growth in a part of the body. Ancient Evidence of Cancer The worlds first recorded case of cancer was discovered in Egypt and dates back to about 2600 BC. Its called the Edwin Smith Papyrus, an ancient papyrus named after the dealer who bought it in 1862. The papyrus is a copy of the collected teachings of the great Egyptian physician Imhotep who live around 2625 BC. It describes 48 cases of injuries, fractures, wounds, dislocations and tumors. Every case is followed by a concise discussion of treatments. Case forty-five describes breast cancer as a bulging mass in the breast, for which there is no cure. In around 440 BC, the Greek historian Herodotus recorded in The Histories that Atossa, the queen of Persia, had a tumor upon her breast. She sought a self-imposed quarantine and ultimately allowed Democedes, her Greek slave, to cut off the tumor. In addition to historical descriptions, there are also evidence of cancer found in mummified specimens of malignant tissues of cancers that had somehow preserved from ancient times. In 1914, a team of archaeologists found a tumor on a two-thousand-year old Egyptian mummy. In 1990, Arthur Aufderheide, a paleopathologist, found cancers in naturally desiccated mummies in a thousand-year-old gravesite in the southern tip of Peru. The most striking finding, though, is not that cancer existed in the distant past, but that it was rare. In ancient times, people didnt live long enough to get cancer because cancer is a disease of older people, with incidence rates increasing with age for most cancers. Origin of the Word Cancer The great Greek physician Hippocrates (460-370 BC), who is considered to be the Father of medicine, used the word karkinos to describe malignant tumors because the finger-like spreading projections from such tumors reminded him of a crab. The Romans later translated the Greek term into cancer, the Latin word for crab. Claudius Galen (130-200 AD), another Greek physician, used the word oncos (Greek term for swelling) to describe tumors. It is the origin of the word oncology, the study of cancer. Old Theories about Cancer Humoral Theory (400 BC) Hippocrates believed that the body contained 4 humors (body fluids), (1) blood, (2) black bile, (3) yellow bile, and (4) phlegm. Any imbalance of these fluids will result in disease. Hippocrates had opined that cancer was best untreated, since patients live longer that way. Galenic Theory (160 AD) Claudius Galen, an influential Greek physician, took Hippocrates humoral theory to the next level by classifying all illnesses in terms of excesses of various fluids. Inflammation was attributed to an excess of blood; tubercles was the excess of phlegm; jaundice was the excess of yellow bile; Cancer was the excess of black bile.ÂÂ   Galenic theory suggested that cancer was the result of a systemic malignant state. Cutting the tumor out would not cure the disease. We should try systemic medicines to purge the black bile instead. This black bile theory of cancer was standard through the Middle Ages for over 1400 years until the birth of modern human anatomy in the 16th century. In 1533, Andreas Vesalius, who is considered the founder of modern human anatomy, arrived at the University of Paris to learn Galenic anatomy and pathology. To his disappointment, there were no map of human organs to guide him in surgeries. So he decided to create his own anatomy map, and scoured the graveyards around Paris for bones and bodies as specimens. In 1538, after becoming the professor of anatomy at the University of Padua, he published his drawings which showed anatomical charts of the blood and nervous systems.ÂÂ   He wondered whether he could put the charts for practical use to treat diseases. The Galens humoral theory of disease required the patient be bled and purged to squeeze the overgrown humors out of the body. So he tried to locate the four humors in his chart. The lymphatic system carried a pale fluid, the blood vessels were filled with blood, yellow bile was in the liver. But he could not find Galens black bile. He kept quiet about his discovery that there was no black bile, and left his drawings just as he saw things. In 1793, Matthew Baillie, an anatomist in London, wanted to map the body in its diseased abnormal state. He too was looking for black bile, but couldnt find it on charts of a normal body. He thought that black bile may not have existed in normal tissue, but tumors should have been full of it. So he started mapping the body with tumors. But he could not find the black bile anywhere not even in the tumors. Like Vesalius, he left his anatomy and cancer drawing the way he actually saw it.

Free Essays - Social Ills Exposed in The Adventures of Huckleberry Finn :: Adventures Huckleberry Huck Finn Essays

Social Ills Exposed in The Adventures of Huckleberry Finn Mark Twain wrote The Adventures of Huckleberry Finn in 1883. The novel deals with many problems of society. Huck Finn "can't stand" hypocrisy, greed and "sivilz"ation, qualities that are still present today. One trait shown in Huck Finn is hypocrisy. In Twain's other novels, as well as Huck Finn, Twain is very critical of the hypocrisy of organized religion. Early in Huck Finn, Huck is confronted with two different versions of heaven. Miss Watson's view of heaven is not appealing to Huck. In her heaven, all that one does is sing and play the harp. Huck does not like Widow Douglas' much either, but it is better than Miss Watson's. Huck would rather be free to do as he pleases. Slavery is also hypocritical with Christianity. Slave owners would make slaves believe that God loves all people, which is contrary to the belief that slaves are inferior. The southern view of gentlemen is also hypocritical. These "gentlemen" are supposed to be noble, yet they own slaves and kill each other. They take part in feuds, even when they cannot remember the cause. They kill each other in duels for no reason, but say that it was in the name of honor. All of this hypocrisy makes Huck want to rebel against this society. Hypocrisy is still present in society today. There are many reported cases of clergy having affairs or molesting children. For instance, Reverend Baker has had relationships with prostitutes. He always apologizes, but then he does it again. One of the precepts of the Catholic religion is to follow the instructions of the Pope. Many Catholics however, do not follow the Pope's instructions on birth control or abortion. Government officials are also hypocritical. They preach family values, yet often they do not follow these values. Senator Packwood resigned from the Senate for his actions. Dick Morris lost his job and his respect over an affair with a prostitute. Most aspects of today's society involve hypocrisy. Another trait that Huck hates is greed. He is kidnaped by his greedy, alcoholic father. Huck's father beats him for his money when Huck's wealth is discovered. While on the Mississippi, Huck and Jim come Free Essays - Social Ills Exposed in The Adventures of Huckleberry Finn :: Adventures Huckleberry Huck Finn Essays Social Ills Exposed in The Adventures of Huckleberry Finn Mark Twain wrote The Adventures of Huckleberry Finn in 1883. The novel deals with many problems of society. Huck Finn "can't stand" hypocrisy, greed and "sivilz"ation, qualities that are still present today. One trait shown in Huck Finn is hypocrisy. In Twain's other novels, as well as Huck Finn, Twain is very critical of the hypocrisy of organized religion. Early in Huck Finn, Huck is confronted with two different versions of heaven. Miss Watson's view of heaven is not appealing to Huck. In her heaven, all that one does is sing and play the harp. Huck does not like Widow Douglas' much either, but it is better than Miss Watson's. Huck would rather be free to do as he pleases. Slavery is also hypocritical with Christianity. Slave owners would make slaves believe that God loves all people, which is contrary to the belief that slaves are inferior. The southern view of gentlemen is also hypocritical. These "gentlemen" are supposed to be noble, yet they own slaves and kill each other. They take part in feuds, even when they cannot remember the cause. They kill each other in duels for no reason, but say that it was in the name of honor. All of this hypocrisy makes Huck want to rebel against this society. Hypocrisy is still present in society today. There are many reported cases of clergy having affairs or molesting children. For instance, Reverend Baker has had relationships with prostitutes. He always apologizes, but then he does it again. One of the precepts of the Catholic religion is to follow the instructions of the Pope. Many Catholics however, do not follow the Pope's instructions on birth control or abortion. Government officials are also hypocritical. They preach family values, yet often they do not follow these values. Senator Packwood resigned from the Senate for his actions. Dick Morris lost his job and his respect over an affair with a prostitute. Most aspects of today's society involve hypocrisy. Another trait that Huck hates is greed. He is kidnaped by his greedy, alcoholic father. Huck's father beats him for his money when Huck's wealth is discovered. While on the Mississippi, Huck and Jim come

Good and Bad public speakers Essay

Martin Luther King achieved equality between black and white people. He was born in 1929 and died in 1968. I think that Martin Luther King is a good speaker because he is confident. This makes people more interested in what he is saying since they believe in him. The fact that Martin Luther King has compassion for what he is saying makes his speeches more effective. With this he achieved desegregation and equality. Martin Luther King also uses appropriate body language, which makes the audience more engaged in what he is trying to say. Martin also controlled his pitch by varying it so that the audience didn’t get bored. He used a mixture of complicated and simple vocabulary so that everyone would be able to understand him. Another reason why Martin Luther King was a good speaker was that he involved the audience by asking them rhetorical questions. This made the audience listen and think about what he was saying. It also made the audience agree and support him because they knew it was the right thing to do. Martin Luther King also used to repeat points to emphasize them. He also used to keep his speeches quite short and simple to keep the audiences attention. Overall due to Martin Luther King being a good and effective speaker he convinced people about black and white people being equal and became part of history. George Bush was born in 1946 and was the 43rd USA President. When speaking publically Bush was known for being a bad public speaker. He always used to make up words that would fill in spaces. He also used to slur a lot as well as mumbling. George Bush also wasn’t motivating and therefore his speeches weren’t effective. He also didn’t use much body language, which didn’t keep his audiences attention. From today’s lesson, which was when we discussed our chosen speakers was useful. I had to discuss my speakers with Alex who had chosen the same people as me. This meant that we could compare our work. Alex more or less had similar or the same facts as I had. She also included about MLK that he increased his volume to further explain an important point. He repeated phrases such as ‘I had a dream’, to male people remember it more. She also included that he speaks in a slow pace with pauses so people can understand him more. Alex also included some information about George Bush. She further added on that he didn’t connect with the audience since he was always looking down at the paper. She also added that he wasn’t convincing/enthusiastic and that his speeches dint flow like Martin Luther Kings.

Free Essays on Goals

My paper is about many things. What I would like to say, is that I have many goals. My first goal is, to graduate from college. When I graduate from college, I will be the only one from my family to do so. The feeling that I will get from doing that, will be the best ever. And I have a son, and I want him to grow up thinking that if his dad can graduate from college he can also. From graduating from college I will have so many different avenues to go to. I can change my job or I can get promoted at the job that I have right now. I know that, the learning how to write a good paper, will have positive results. Like writing reports at work and just replying to people in an educated way. College gives you a leg up at work and looking for a job. My Second goal is getting married. That I already have accomplish. I am married to the best girl in the world. She is my best friend. When ever I get made she can cheer me up. She is best thing that ever happen to me. She is very cool headed and I am the same way. So we get along Peterson (2) very well. And we do not fight as much as I thought we would. She is the best mother and wife I know. She gave me my son on Jan 2003 and he has been giving us some-thing to work for. I did not know that having a baby would be so hard, but my wife makes it so easy. That why I love her so much. My third goal is to get a job that is secure. The way I am doing that is going to college and getting as much OJT as possible. Right now I have a job that is very secure but with the college and training that I am getting right now I have chances to excel in the job I have now. Or just get a new job in a different position. Right now I am a electronic mechanic in the communication field. With my BSIT I can go into the IT field and have many opportunities to excel. The OJT is going really good. I was out of electroni... Free Essays on Goals Free Essays on Goals Goals Goals are set of beliefs that people give themselves to accomplish and feel that life has a meaning, a purpose, a value. Having goals for some, gives them the answer they search for when trying to establish where they are in the world. Giving ourselves goals presents us with a much better understanding of how and why we do the things we do, giving a sense of direction and aspirations to look forward to. I say this about goals, because as I go through my life now, I can see that the things I would do and the reasons I would do them is to feel complete in the journeys I would take in my life. Those step to get there I call â€Å"Goals†. At a young age the disciplines that were installed in me by my parents, were all ways on how to prepare in the long journey we call life. From waking up on time, going to bed early, brushing the teeth, bathing, and last but not least also saying, â€Å"Please† and â€Å"Thank you†. These disciplines I think are what starts the formation of setting values for yourself and become ones goals. Goals for parents were to raise a good kid. What is a good kid? Well to parents, a kid that is well behaved, well mannered, respectful, and educated. This goal is probably the most challenging in a parents life. Children were not born with â€Å"How to Raise Children† manuals. As an adult I have set goals for myself as a result of following the disciplines of my parents. Everything that I have has been achieved by me setting goals for myself. I set my mind into starting a goal and then before long I have achieved my goal. Who better says it then the Nike motto, â€Å"Just Do It!† I also have noticed for the goals I have not written out and plan, I generally do not achieve. And if I did, it was not the intended goal I wanted. I have been in the business environment for the past 14 years, and I have seen that not only did I have goals for myself but so does a business. In order for a business to be suc... Free Essays on Goals Realizing that my first college semester and first college experiences are about to be over, I wonder to myself, did I make it through my first semester in college? Is everything down hill from here? Have I accomplished all my goals that I set in the beginning of the semester? I look back at all my original goals and contemplate if I have fulfilled my requirements. My first original academic goal was to be taken off provisional status and be placed on good standings. I hope to be placed on good standings at the end of this semester, but as of now, I am on provisional status. This goal seems somewhat easy to accomplish once final exams are completed. I hope I do well on my final exams, so that I won’t be on provisional status next semester. Another academic goal of mine was to maintain a B average in all my classes. This goal, however, fell short on two of my classes. In my chemistry class, I am currently making a D. This grade will go up because the professor drops the lowest test and quiz grade. I think what prevented me from making a B was the material was extremely hard to understand. I also went to tutoring sessions and still managed to bomb my tests. My U.S. history class is also difficult for me. I am making a C, but it was not the B that I wanted to make. I felt that I was prepared for the test, but when it came time to it, I felt very uncertain about some questions. One more academic goal of mine was to really learn something in all my classes. I feel that I have gained much more knowledge in this semester than I have in all four years in high school. I have learned something new everyday in my classes, different study habits, and adapting to living on my own. My personal goals appear very far away, but still within my reach. One of my personal goals is to graduate from college. This goal will remain a long term goal because I am still a freshman in college, but it is far from impossible. I will be the first in my family to ... Free Essays on Goals Goals can also be defined as dreams. They allow one’s imagination to expand. Throughout life one sets different goals and tries hard to accomplish them. Even though sometimes dreams may not come true, trying to achieve them becomes the goal. I’ve had several goals that have allowed to come out of my well-protected shell. As a child I had an imagination without boundaries and was constantly changing my goals. My ultimate goal was to become a movie star and win numerous Oscars. I’d watch television and hope that one day it would be me on the television being saved by Superman. I concluded that if that didn’t work, I’d become a dancer. Slowly, as I got older, my goals became more realistic. As a high school student I now have other goals to accomplish. My first goal is to graduate from high school. After four years, it’s getting closer and closer. I watched my friends do it and I know I can, too. My second goal is to successfully complete college. I’ve seen student who were doing poorly academically turn themselves around. As a result, I see myself accomplishing these two goals. After college graduation, my first goal would be to have a career I really enjoy. My next goal would be to be a role model to my relatives. I want them to be able to trust me and come to me whenever they need help. My family and some members of my community have been good role models for me and I want to be the same for others.... Free Essays on Goals After I graduated from David W. Carter High School, I decided to attend Mountain View Community College. At first I was just going to go there to just do my basics, and then receive my Bachelor’s degree from University of Texas in Arlington. I attended college the summer directly after high school. I was going year around because I was very excited and motivated to finish. I was also working at Arch Wireless as a customer service representative. When I first began school I had a lot of energy, but as the semesters pasted I started to ware myself down. While finishing school I got pregnant and he was born on April 18, 2002. I graduated from college with my Associates in Science in Business in July 2002. I was proud of myself because at that moment I learned that I finish what I start. I took off from school for two years, because of my responsibilities. I still planned to attend UTA after I settled down and got my son situated, but it never happened. I thought with my Associate s that I would have more job opportunities, but as I searched I still wasn’t qualified to get the job that I was looking for at the time. I looked at that issue and decided that I wasn’t totally complete. In the process I lost my job, so I decided to go back to school. I attended ATI because I felt that if I could get hands on training in my field then I would become more confident. I attended ATI Monday through Thursday from 6pm to 11pm for a year, and I worked full time. My experience there was not quiet what I expected out of the program. The staff were disorganized and the treated you like a child instead of an adult. I just recently finished ATI December 8, 2004, and will be officially graduating January 28, 2005 with my Certificate in Business. I was motivated to continue my education, because my grandmother gave up on me when I conceived my son. Also when I informed my mother that was going to enroll in University of Phoenix she was upset about it beca... Free Essays on Goals My paper is about many things. What I would like to say, is that I have many goals. My first goal is, to graduate from college. When I graduate from college, I will be the only one from my family to do so. The feeling that I will get from doing that, will be the best ever. And I have a son, and I want him to grow up thinking that if his dad can graduate from college he can also. From graduating from college I will have so many different avenues to go to. I can change my job or I can get promoted at the job that I have right now. I know that, the learning how to write a good paper, will have positive results. Like writing reports at work and just replying to people in an educated way. College gives you a leg up at work and looking for a job. My Second goal is getting married. That I already have accomplish. I am married to the best girl in the world. She is my best friend. When ever I get made she can cheer me up. She is best thing that ever happen to me. She is very cool headed and I am the same way. So we get along Peterson (2) very well. And we do not fight as much as I thought we would. She is the best mother and wife I know. She gave me my son on Jan 2003 and he has been giving us some-thing to work for. I did not know that having a baby would be so hard, but my wife makes it so easy. That why I love her so much. My third goal is to get a job that is secure. The way I am doing that is going to college and getting as much OJT as possible. Right now I have a job that is very secure but with the college and training that I am getting right now I have chances to excel in the job I have now. Or just get a new job in a different position. Right now I am a electronic mechanic in the communication field. With my BSIT I can go into the IT field and have many opportunities to excel. The OJT is going really good. I was out of electroni...

Marketing Communications Notes Essays

Marketing Communications Notes Essays Marketing Communications Notes Paper Marketing Communications Notes Paper pan-Latin America, pan-Middle East, pan-Africa, and pan-Atlantic. European advertising would likely be used in Australia, New Zealand and South Africa, while the Asian ads would be placed in Malaysia, Thailand, Indonesia and the Philippines. Recognizing the economic power of these tigers, Gillette clusters Singapore, Hong Kong and Taiwan together, and recognizing the sheer numbers and consumer power, treats Japan, China and India as separate clusters. Gillette believes it can identify the same purchase behaviours, consumer habits and needs in regions or countries linked by culture (cultural clusters), justifying this approach (Jain 1996, 555). 20 MKT B366 Marketing Communications Activity 1. 4 Your company has adopted an IMC approach to marketing its products in Hong Kong. The Managing Director has asked your advice as to whether it needs to consider IMC issues when it expands into Singapore and New Zealand. Unit 1 21 Moral and ethical issues in marketing Should cigarettes and alcohol be advertised? If so, to whom? Would it be acceptable to have cigarettes aimed at children, featuring Teletubbies with the brand name ‘My First Cigarettes’ or Bob the Builder alcohol drink boxes? What about sales promotions where free alcohol and cigarette samples are given out? Again, if so, to whom? Would such promotions held in a schoolyard or at a school festival be acceptable? What about loyalty programmes that reward patrons with merchandise based on the amount they gamble or the number of firearms they purchase? Such promotions do occur. I was once given a sample pack of cigarettes targeted to women on a busy street in Tokyo. Bass Taverns, which has 800 pubs across Britain, began a loyalty scheme in the late 1990’s for pub regulars where every pound spent earned one point with every 25 points earning a one pound discount on food and drink. The loyalty card uses thermal imaging so the glass of beer on the front of the card ‘fills up’ as points accrue. Believe it or not, patrons asked Bass Taverns to raise the price of their beer - at the regular price of one pound fortynine, regulars complained that they fell two pence short of accumulating three points when they bought a round of two lagers! These are the types of questions faced by marketers on a regular basis as they try to determine what is acceptable, where it would be acceptable recognizing that different cultures have different values and where the line has to be drawn. As you read the following section in Clow and Baack, recognize that it is written by American authors who are discussing what is perceived to be acceptable both ethically and morally in the United States. Does everything they say apply in Hong Kong or are there any exceptions or things missing? Recognize as well that ethics and morals are personal, so what one individual finds to be totally immoral or unethical could be considered perfectly acceptable or borderline by another. Reading Clow and Baack, 416–19. Businesses have to make a profit to stay in business. To make a profit, businesses must generate sales and control expenses. While most would agree that companies that act ethically, morally and responsibly have a greater chance of long-term success, the temptation is always there to cut corners to reduce costs or generate faster sales, to counter the competition or to take advantage of a particular group of consumers - remember the quote at the beginning of this unit. Clow and Baack define morals as ‘the beliefs or principles that individuals hold concerning what is ‘right’ and ‘wrong’ (p. 416). Morals 22 MKT B366 Marketing Communications direct our decisions and behaviours. Ethics are the ‘moral principles that serve as guidelines for both individuals and organizations’ (p. 416), helping both individuals and organizations to ‘draw the line’ between what is acceptable and what is unacceptable. In the textbook, Clow and Blaack discuss the need for social responsibility and formalized training. In the following sections, the issues of ethics will be described in more detail, including codes of ethics, ethical criticisms faced by marketers, ethics across cultures, and the relationship between ethics and purchase behaviour. An exploration of these issues helps shape the IMC programme. You may be interested in taking the online ethics tutorials offered by the United States Direct Marketing Association (USDMA) at . Codes of ethics Organizations and professions also adopt codes of ethics to direct the behaviour of their members. As Appendices 1. 1–1. 3 of this unit, you will find the following marketing codes of ethics. The Chartered Institute of Marketing (2003) ‘General regulations for the provision of professional standards, ethics and disciplinary procedures in accordance with royal charter bye-laws 16–19’, United Kingdom Canadian Marketing Associat ion (2004) ‘Code of ethics and standards of practice’. The revised CMA ‘Code of ethics and standards of practice’ will take effect on 1 January 2007. A completed information package can be downloaded from Hong Kong Direct Marketing Association (HKDMA) (2002) ‘Code of ethics’. Please take a quick look at these codes and notice how each of them codes of ethics bind their members. Notice how some of the components of these codes are quite specific. For example, in the HKDMA code, item 4 requires that ‘when price comparisons are used, they must be factual and verifiable’. The Canadian Marketing Association’s code has a section concerning marketing to children and specific regulations for different types of media such as television and print. The Chartered Institute of Marketing’s code has a very explicit section concerning its Disciplinary Committee and how complaints against members will be processed. Codes of practice The HKDMA has also adopted a code of practice for the ‘Use of personal data in direct marketing’. The use of personal data, especially the onselling of membership and mailing lists, has been quite a Unit 1 23 contentious issue in many countries, exacerbated by increased consumer participation on the Internet. The code of practice has been designed to ensure that HKDMA members comply with the Personal Data (Privacy) Ordinance of the Hong Kong Government. The HKDMA code of practice can be accessed on their website at . As commercial traffic increases on the Internet, expect to see codes of ethics developed specifically for online marketing activities, especially in the sensitive area of online marketing to children. Ethical criticisms faced by marketers On page 417 of your textbook, some of the major specific ethical criticisms faced by marketers are listed. You may find it a useful exercise to ask friends or family if they agree with the criticisms and if they can provide recent Hong Kong examples from their own experiences. Do not be surprised if you find a divergence of opinions, which further reinforces that morals and ethics are personal. If you were to ask a group of ten marketers if they agree that these are bona fide criticisms, would you expect their opinions to be consistent with each other and with those expressed by your friends and family? What about government officials, especially those charged with regulating marketing activities? What about consumers, marketers and government officials in different countries? Recognize that consumers, marketers and government officials, both in Hong Kong and in countries around the world would each approach these ethical issues from slightly different perspectives and that these different perspectives may be reflected in their judgements as to what is ethical and what is unethical. Recognize as well that these criticisms reflect value judgements - what is offensive to one individual may be quite acceptable to another. Let’s look a little closer at these criticisms: Marketing causes people to buy more than they can afford and overemphasizes materialism A student, when asked to define marketing on an exam, once provided me with the oft quoted ‘Marketing is about buying things you don’t need, with money you don’t have, to impress people you don’t know’. Not an answer that would be found in many marketing texts or that would get many marks on an exam. And certainly not what the American Marketing Association intended in their slogan ‘Marketing makes a good life better’. However, there would be many who would assert that there is more than a grain of truth in the student’s definition - remember the quote from the beginning of this unit about finding ‘suckers’ and persistent salespeople. There is no doubt that there are consumers who overspend - ever increasing credit card debt and business overdrafts attest to this fact. There is also no doubt that there are consumers who seek instant gratification and, believing advertising 24 MKT B366 Marketing Communications claims, overspend, either as a lifestyle or an occasional indulgence. Those opposed to globalization often point to what they perceive to be frivolous spending - say a Michael Jordon t-shirt purchased by a consumer in Africa existing on subsistence wages - as evidence of the power of advertising to direct consumer behaviours. Critics contend that advertisements portray products in such a way that not purchasing them leads to dissatisfaction. The debate really boils down to power and who is more powerful: are marketers more powerful than consumers, able to manipulate, overcome objections and stimulate behaviour? Or are consumers more powerful than marketers, able to exercise free will and their own decision making powers? What do you believe? What about your friends and family? Marketing increases the costs of goods and services You don’t need to be an economist to realize that marketing costs money - for example, the millions of US dollars needed to get a 15 second spot in the SuperBowl telecast. And you don’t need to be an accountant to realize that companies cannot absorb the total cost of marketing, while still making a profit and staying in business. At least some of the costs of marketing must be passed on to consumers in the sticker price. Clow and Baack point out that advertising and other forms of promotion serve to establish and enhance brand images, providing consumers with psychological benefits in addition to the physical benefits. For some consumers, the extra money paid is worth it to get a brand label or shop in a prestigious boutique. L’Oreal hair colouring acknowledges this fact in their slogan ‘More expensive yes, but I’m worth it! ’ Marketing proponents would point out that consumers have choice. They can purchase the fake Rolex watch, Chanel purse or Yves Saint Laurent tie at the Ladies Market; an unbranded watch, purse or tie at a hawker’s stall, or the real thing at a boutique in Prince’s Square or Festival Walk. Given Hong Kong’s love affair with brands and logos, where fakes are considered better than ‘no names’, it would appear that local consumers believe that the psychological benefits, most created and supported by promotion, are ‘worth it’. Marketing perpetuates stereotypes A debate has raged for years within the advertising community as to the power of advertising and its true role within society. Does it reflect the values, attitudes, morals and behaviours of the environments within which it operates †¦ or does it shape the values, attitudes, morals and behaviours of those who are exposed to it? Those who suggest that advertising ‘reflects’ the local culture or country believe that ads must ‘speak the local language’ and that if they don’t they would offend consumers who would purchase competitive products. Those who suggest that advertising ‘shapes’ local cultures and countries believe that how groups are portrayed in ads - stereotypical portrayal of women, minorities, the elderly or men - determines how these groups are treated and continue to be treated in society. Which side do you favour? Ask friends and family their opinions - you are guaranteed a lively debate. Unit 1 25 Researchers, academics and practitioners concerned about the increase in eating disorders such as anorexia and bulimia have looked at how young women, especially in Western countries, form their visions of body perfection. Many point to the portrayal of women in the media as a primary influence. The women featured in fashion magazines and television ads all have perfect figures, hair and facial features - often achieved by liposuction, plastic surgery, silicone implants or very sophisticated photography techniques. These same women are presented in the ‘after’ pictures so favoured by exercise and diet companies. Consumers are encouraged to be dissatisfied with their current appearance, purchasing advertised products that promise them the results portrayed in the ‘before’ and ‘after’ pictures. As Charles Revson, of Revlon Cosmetics, said, cosmetic manufacturers sell ‘hope in a bottle’. Consumers are led to believe ‘If I buy Estee Lauder products, I’ll look just like Elizabeth Hurley or Cindy Crawford’. However, they soon find out that even Cindy Crawford doesn’t look like Cindy Crawford without an army of hair stylists, makeup artists, wardrobe consultants, personal trainers and talented photographers. (Cindy Crawford has publicly stated ‘even I don’t look like Cindy Crawford when I wake up in the morning’! )Gossip magazines love to publish photos of celebrities without their makeup, illustrating just how different their public personae is to reality. Marketing creates offensive advertisements Some countries have ‘good taste’ or ‘public morals’ clauses within their legislation which allow them to respond to specific consumer complaints. For example, Seiko had to change its slogan ‘Man invented time; Seiko perfected it’ to ‘Man invented timekeeping; Seiko perfected it’ in Malaysia, when a Muslim holy man complained that God had invented time. Weet-bix, a breakfast cereal, faced public opposition in the late 1990s, eventually removing an outdoor billboard in Dunedin, New Zealand which showed beer being poured over the cereal with the slogan ‘As Kiwi as it gets’. In an interesting case in Australia in 1999, Toyota was given the right to use the word ‘bugger’ in its ads despite consumer complaints when the Advertising Council of Australia determined that ‘bugger’ was an acceptable word in everyday Australian communication. One company that walks a continuous ‘fine line’ relative to ‘good taste’ is Benetton, whose ads have featured urban violence and a dying AIDS patient. Benetton’s ads featuring a black woman breast feeding a white child, a black child made to look like a devil with the white child made to look like an angel, and a black and white man handcuffed together were attacked by US civil rights groups for promoting white racial domination. Why does Benetton continue to place these ads? Simply, they create interest among other media sources and lots of coffee break chatter. Can you think of examples of ads that have been pulled in Hong Kong after complaints about poor taste? 26 MKT B366 Marketing Communications Marketing creates advertisements linked to bad habits and intimate subjects Most countries now have legislation concerning the advertising of alcohol, cigarettes, children’s products, intimate personal care products and the professions. For example, in Canada, advertisements cannot show alcohol actually being consumed, presenting a creative challenge to advertising executives. In Queensland, Australia, after May 1, 2002, all cigarette advertising and promotions are banned. In most countries, intimate personal care items such as condoms and feminine hygiene products cannot be shown actually being used, again presenting challenges to the creatives. Advertising to children is unethical In Hong Kong, children may not be used in advertisements for alcoholic liquor or tobacco. Nor can an advertisement encourage children to ask parents for the product, imply that children who do not own the product are inferior, or encourage children to enter strange places or converse with strangers to collect coupons (Hong Kong Television and Entertainment Licensing Authority). Marketers prepare deceptive and misleading advertisements Marketers have to ensure they comply with local laws and regulations that dictate what is legal and illegal in terms of advertising content and placement. Most countries have well developed legislation and enforcement procedures concerning deceptive and misleading advertising. Advertising professional services is unethical Debate over allowing lawyers in the United States to advertise raged for many years. Most were concerned about the tactics that might be used and how they would affect the way the profession was perceived in society. During a recent trip to Canada, I saw a late night advertisement for a lawyer in Detroit who claimed ‘I’m an SOB but I’m your SOB’ - perhaps the industry was justified in their concern. Salespeople use deceptive practices What is your opinion of salespeople in general? Ask friends and family their opinions. For many consumers, the stereotype of the ‘unethical, high pressure used car salesperson’ applies to all salespeople. It is a common criticism that salespeople use high pressure, often deceptive tactics to get consumers to purchase the brand that is offering them the largest incentive. Many tourists have commented on the practices used by salespeople on the Golden Mile in Nathan Road, especially in terms of product features and international warranties. The Hong Kong Tourist Association hopes that tourists will patronize stores displaying their ‘red junk’ logos, indicating that the trader is a member of the HKTA and subject to its standards. Unit 1 27 What is interesting and somewhat ironic, is that while critics talk about unethical marketers, few comment on unethical consumers. The following list (Schiffman et al. 2001, 15) details some unethical consumer practices - can you think of others? shoplifting switching price tags returning clothing that has been worn abusing products and returning them as damaged goods redeeming coupons without the requisite purchase redeeming coupons that have expired returning clothing bought at full price and demanding a refund for the sales price differential returning products bought at sale and demanding the full-price refund stealing belts from store clothing cutting buttons off store merchandise returning partially used products for full store credit abusing warranty or unconditional guarantee privileges damaging merchandise in a store and then demanding a sales discount copying copyrighted materials (e. g. books, videotapes, computer software) without permission. Have you seen evidence or heard stories of such unethical behaviour? In the following reading, questions about ethics were asked of Hong Kong managers. You might find it interesting to answer these questions yourself, using a scale of 1 to 5, with 1 being strongly agree and 5 being strongly disagree. Compare your answers to those of friends and family. Then compare all the answers with those found by Au and Tse. Reading 1. 1 (OUHK E-Library) Au, A and Tse, A (2001) ‘Marketing ethics and behavioural predispositions of Chinese managers in SMEs in Hong Kong’, Journal of Small Business Management, 39(3): 272. This article is available in the OUHK E-Library E-Reserve. (See the Course Guide section ‘E-Library E-Reserve readings’ for more information. ) 28 MKT B366 Marketing Communications Ethics across cultures The next article presents a good discussion of the ethical systems of China and the USA. How could international marketers in Hong Kong use the information contained in this article? Reading 1. 2 (OUHK E-Library) Pitta, D, Fung, H G and Isberg, S (1999) ‘Ethical issues across cultures: managing the differing perspectives of China and the USA’, Journal of Consumer Marketing, 16(3): 240–56. This article is available in the OUHK E-Library E-Reserve. (See the Course Guide section ‘E-Library E-Reserve readings’ for more information. ) Ethics and purchase behaviour The following reading asks whether a company’s ethics influence consumers purchasing behaviour. Do you think Hong Kong consumers are influenced by the ethical behaviour of a company? Have you seen evidence in Hong Kong of consumers boycotting companies accused of unethical practices? Please refer to Activity 1. 5 and then read the article by Carrigan and Attalla. Activity 1. 5 Your Managing Director has asked you to read the Carrigan and Attalla article ‘The myth of the ethical consumer - do ethics matter in purchase behaviour? ’ (Reading 1. 3) and advise him as to your opinion about whether consumers consider the ethical position of a company in their purchase decisions. Reading 1. 3 (OUHK E-Library) Carrigan, M and Attalla, A (2001) ‘The myth of the ethical consumer - do ethics matter in purchase behaviour’, Journal of Consumer Marketing, 18(7): 560–77. This article is available in the OUHK E-Library E-Reserve. (See the Course Guide section ‘E-Library E-Reserve readings’ for more information. ) Unit 1 29 Regulation of marketing communications by government Governments around the world have enacted legislation to control marketing efforts. Much of that legislation has been concerned with marketing communications, especially aspects of the promotional mix. We will discuss applicable international regulations throughout the course as we address each component. In the following reading, Clow and Baack look at how marketing communications are regulated in the United States. This does not form part of assessable material and we will be providing Hong Kong specific information to supplement this reading. However, it is worth reading to see how the world’s largest group of marketers are controlled. Reading Clow and Baack, 408–14. Hong Kong Government regulation of marketing The Hong Kong Government has enacted a large number of Ordinances that cover marketing activities from the Control of Obscene and Indecent Articles Ordinance to the Undesirable Medical Advertisements Ordinance to the Sale of Goods Ordinance and Consumer Goods Safety Ordinance. As these carry the force of law, it is expected that Hong Kong marketers will comply. A full list of these Ordinances can be found on the Hong Kong Government website at . Absent from these ordinances however is specific legislation concerning deceptive, misleading and unfair practices in consumer transactions, which forms the cornerstone for consumer protection in countries such as Canada, the UK, Australia, the US and China. The Consumer Council Of particular interest is the Consumer Council Ordinance 1977 which formally incorporated the Consumer Council, established in 1974 to address public concern about inflationary prices and profiteering. The Council is funded by the Hong Kong Government via an annual Government subvention and its members are appointed by the Chief Executive of the SAR but retains total independence to formulate and implement policies. The Consumer Council ‘protects and promotes the interest of consumers of goods and services and purchasers, mortgagors and lessees of immovable property’ (www. consumer. org. hk/aboutus/ about_e. htm). 30 MKT B366 Marketing Communications The Council routinely conducts research on consumer policy providing advice to government, engages in consumer education, handles consumer complaints, monitors trade practices, encourages business and professional organizations to establish codes of practice and mediates disputes between consumers and service suppliers. The Council will also publicly name Hong Kong businesses that persist in malpractices despite Council intervention. The following reading is a press release that details the activities of the Consumer Council during 2006. Reading 1. 4 Consumer Council (2006) Press release, with appendix ‘Consumer complaint statistics for year 2004 to 2006’, January 4, at (Accessed on 18 July 2006). Notice the increase in consumer complaints, especially telecommunications ervices and equipment, and the Council’s efforts to encourage the adoption of codes of practice and consumer awareness of their rights. Activity 1. 6 You are discussing the role of governments in r egulating marketing practices with some fellow marketers from Canada and Australia. The Australian says ‘I can’t believe that Hong Kong does not have legislation concerning deceptive or misleading advertising or other deceptive marketplace practices - we’ve had it in Australia for years. ’ How would you respond? Activity 1. 7 Parents, teachers and governments have long been concerned about the impact of violence in television, movies and video games on children. Imagine that research published in The Scientist magazine indicated that children who watch more than one hour of television per day show an increased propensity toward violent acts and a desensitisation towards the portrayal of violence (e. g. laughing, enjoying or ignoring violent acts). Video games, many targeted specifically towards children, often advertise the level of violence in the game, knowing that more violent games sell better than less violent games. Unit 1 31 a Do you believe that advertising higher levels of violence breaches ethical guidelines? Do you believe that the advertising of video games specifically targeted to children should be regulated by the government? b 32 MKT B366 Marketing Communications Social responsibility ‘We have an obligation to give back to the communities that give us so much’ - Ray Kroc, founder of McDonald’s, 1955 ‘Our customers are proud to have us in the neighbourhood because we are a socially responsible company the world should be a better place because of McDonald’s. ’ - Chairman and CEO, Jack Greenberg, McDonald’s Vision Statement, 2000 (www. mcdonalds. com. /corporate/social/social. html) Why does Mc Donalds issue statements like the ones above? Why does McDonald’s strive to be a socially responsible company by sponsoring sports teams, providing free products to seniors, and supporting a broad range of charitable endeavours? In this section of the unit, we will look at how and why socially responsible marketing is used by marketers. The following reading discusses the concept of social responsibility and the benefits to be gained from engaging in positive and socially responsible marketing activities. Reading Clow and Baack, 384. Clow and Baack define social responsibility as ‘the obligation an organization has to be ethical, accountable and reactive to the needs of society’ (p. 384). Notice how they use the term ‘organization’ which not only includes businesses but non-profit organizations such as charities, hospitals and schools as well as governments and their services such as the police and the judiciary. The concept of social responsibility is based on the belief that society and organizations enjoy a symbiotic relationship - what is good for one is good for the other, what is bad for one is bad for the other. In the business world, social responsibility dictates that businesses not only determine the needs of consumers and satisfy them better than the competition but do so in a way that maintains the well-being of both the consumer and society as a whole. Socially responsible firms are more likely to survive over the long term as their activities generate good publicity and customer loyalty. Positive and socially responsible marketing activities Beyond doing no harm (not engaging in negative or destructive behaviour such as discrimination or pollution) companies now realize the benefits from engaging in positive actions. Two of these are of particular interest: Unit 1 33 cause-related marketing and green marketing. Cause-related marketing In cause-related marketing (CRM), a firm contributes to a particular cause, such as a charity, in direct proportion to specific consumer actions such as the purchase of the company’s product. Take the example of Sunraysia, which donates 25 cents to the Hong Kong Cancer Fund for every purchase of Suraysia prune juice. Reading Clow and Baack, 384–87. It is necessary to draw a distinction between CRM and corporate philanthropy because although they share some similarities as charitable activities, they differ in their objectives. Polonsky and Speed (2001, 1363) point out that corporate philanthropy is ‘founded on altruism, and involves the firm making a contribution of cash or kind, without an expectation of a tied benefit’. CRM, on the other hand is like sponsorship, and is ‘commercially motivated and involves the â€Å"giving† firm acquiring and leveraging the right to be associated with the recipient’ (Polonsky and Speed 2001, 1365). An example of sponsorship is the Standard Chartered Bank’s sponsorship of the Hong Kong Marathon. The following table summarizes the key features of corporate philanthropy, sponsorship and CRM programmes. Table 1. 1 Key features of corporate philanthropy, sponsorship and CRM programmes Activity Funding Resources Use of resources Corporate philanthropy Sponsorship Fixed None No commercial use made of association Fixed Association Association is used in attempt to change customer attitudes, behavioural intentions and behaviours Attitudes (positioning), behavioural intentions (loyalty and preference) and behaviours (sales) Indirect sales impact Exclusively to the sponsor CRM programme Variable possible capped Association Association is used to create a customer offer, linked to a specific contribution to the cause Behaviours (sales), behavioural intentions (loyalty and preference) and attitudes (positioning) Direct sales impact Split between the cause and the sponsor Key market outcomes Sales impact None None Revenue flows None (Polonsky and Speed 2001, 1365) 34 MKT B366 Marketing Communications According to Shimp (2000, 620), companies that engage in CRM can: enhance corporate or brand images; thwart negative publicity; generate incremental sales; increase brand awareness; reach new customer segments; broaden their customer base; and increase a brand’s retail merchandising activity. Companies are able to achieve these objectives because consumers hold favourable attitudes towards CRM efforts. One study reported that 83% of Americans feel more positive about companies that support causes they value and that 77% favour long-term corporate involvement with causes rather than short-term promotions (Shimp 2000, 621). One UK study (Brabbs 2000) found that: 88% of survey respondents had heard of CRM programmes, with the average UK adult being aware of at least four specific programmes; 87% of respondents reported that CRM positively affected their perceptions or behaviours; 48% of those who had participated in a CRM reported changing their purchase behaviour as a result of the CRM programme, either switching brands, increasing usage or trying new products/services; 80% of consumers surveyed indicated that CRM programmes would positively impact on their future attitudes and behaviours; and 67% believed that more companies should become involved with CRM, with 50% preferring to be told about CRM activities through television advertising, 42% through in-store advertising and 18% through print ads. Another UK study (Adkins 2002) reported that: 81% of consumers, when faced with equal price and quality, would more likely purchase the product associated with a cause they believe it; and 66% of consu mers would switch brands while 57% would change retail outlets to favour companies engaged in CRM, price and quality being equal. If similar studies were done in Hong Kong, do you think the statistics would vary dramatically? If so, why? It is important to ensure that there is a good fit between the charity and the target market for the product or service. For example, Avon is a major international supporter of Breast Cancer research with its Pink Unit 1 35 Ribbon promotions (www. avoncrusade. com). Would you consider this an appropriate fit? Given that Avon’s primary target market is female, the answer would be yes. You are likely familiar with specific Hong Kong examples of companies engaging in cause-related marketing efforts for charities. You may have participated in one of McDonald’s McHappy Days promotions where local celebrities serve customers and a percentage of sales is donated to Ronald McDonald Children’s Charities, it’s own charity division. This is an appropriate fit when you consider that one of McDonald’s main (if not its main) target market is children. Since its establishment in Hong Kong in 1988, this charity has raised millions in funding for local education and arts programmes such as the Spastic Association’s Kwai Sing School, civic and social services such as the Hong Kong Society for the Deaf, and health care and medical research programmes such as the Hong Kong Anti-Cancer Society. The first Ronald McDonald House where the parents of critically ill children can stay while their children are in hospital opened in Hong Kong in 1996, funded in large part by McHappy Day promotions. All administrative costs for operating the charity are donated by McDonald’s Restaurants (HK) Limited, so all funds raised directly benefit the selected charities. If you visit the McDonald’s Hong Kong website (www. mcdonalds. com), and read the press clippings, you will see that McDonald’s also runs a global fundraising campaign called ‘World Children’s Day’ to help children in need around the world. Last year in Hong Kong, the World Children’s Day at McDonald’s 2005 programme ran from October 23 to November 20, with a Charity Kids Marathon, a Charity Sale, a Concert and a Gala Dinner. Funds raised from these events were donated to Ronald McDonald House Charities and the Hong Kong Committee for UNICEF. The Charity Kids Marathon attracted 1,000 kids. Immediately after the Marathon, a Charity Sale was held at McDonald’s. For every purchase of an Extra Value Meal, McDonald’s donated 30 cents to the beneficiaries. Customers were also encouraged to purchase ‘I helped give a hand’ stickers. On 19 November 2005, Hong Kong’s most popular pop singers, including Leo Ku, Jan Lamb, Joey Yung, Eason Chan, Anthony Wong and Miriam Yeung, performed at the World Children’s Day at McDonald’s 2005 Concert to raise millions of dollars. A spectacular charity Gala Dinner on 20 November 2005 marked the culmination of World Children’s Day at McDonald’s 2005. A total of HK$3. million was raised from various McDonald’s initiatives for World Children’s Day 2005 to support children’s programmes run by Ronald McDonald’s House Charities (RMHC) and the Hong Kong Committee for UNICEF, benefiting children in Hong Kong and aro und the globe. Endangered wildlife and organizations such as the WWF have also benefited greatly from cause-related marketing. For example, in the mid-1990’s the Mainland Cheese company in New Zealand engaged in cause-related marketing in support of the Yellow-Eyed Penguin, a native species facing habitat destruction. Each block of Mainland cheese had a label that could be cut off and submitted in groups of 10, generating a corporate donation. They also created a children’s club, the Mainland Penguin Pal Club, where in addition to the donation, children’s label submissions also entitled the child to selected penguin 36 MKT B366 Marketing Communications related merchandise. Children’s club members also received educational newsletters concerning penguin conservation efforts. Cadbury’s Australia donates a portion of the price of every chocolate bilby sold to the Save the Bilby Fund - bilbies, which are similar to rabbits, are indigenous to Australia but on the verge of extinction. In the mid 1990’s, Taikoo Sugar entered into a joint promotion with the World Wide Fund for Nature Hong Kong in support of the establishment of the Hoi Ha Wan Marine Park. Taikoo Sugar printed corporate sponsors names and the WWF panda logo on one side of their ugar packets, with a photo of endangered species on the other. 40% of the HK $5,000 sponsorship fee went directly to the WWF HK while the remainder was us ed to discount the sugar packets to encourage increased purchases by the general public. In this case, everyone benefited - Taikoo Sugar through increased sales, corporate sponsors by having their name linked with the WWF HK and increased public exposure, the WWF HK through increased donations - and the people of Hong Kong through the protection of the fragile marine environment of Sai Kung. Even efforts such as these are met with criticism as some contend that they are not social responsibility but public relations. They contend that these companies are not altruistic - truly concerned about the charities and their recipients - and do not do anything under the label of ‘social responsibility’ that does not have a potential benefit in terms of profit. When we consider that corporations are in the business of making sales and profits, it becomes obvious that there has to be some benefit back to the corporation or they would not be able to justify the costs. Whether it is to reinforce the company’s image as a good corporate citizen, improve consumer attitudes, or achieve sales related objectives (sales must be higher due to the positive link with the charity to justify the lower profit per unit after the donation), their activities must have a potential pay-off. For example, Colgate-Palmolive compares sales figures for the three weeks following any CRM campaigns in aid of the Starlight Foundation (grants wishes to seriously ill children) with sales figures from the previous six months to determine incremental profit directly related to its CRM activities (Shimp 2000, 621). However, it must also be remembered that there is a benefit to the company’s publics as well. Without corporate involvement, many of the cultural, social and charity services that enrich our lives would not be possible. Without corporate donations, many non-profit organizations would cease to exist or would have to reduce their level of community involvement. The following example illustrates how both corporations and charities benefit from cause-related marketing efforts. Cause-related marketing pays dividends for American Express When it became apparent that the Staute of Liberty required restoring, American Express (AMEX) jumped at the opportunity of becoming involved. However, this was not a gesture of pure philanthropy to the American people. The company had three specific objectives: Unit 1 37 1 2 3 To increase credit card usage among its current card holders. To encourage the acceptance of the card among merchants. To increase the company’s profile and derive image benefits that would lead to new members. The scheme involved AMEX giving one cent to the restoration fund for each US-based transaction, and $1 for each new card issued. The project raised $1. 7m for the project, while the company reported an increase in its credit card usage of 2. % on the prvious year, a greater acceptance of the card by merchants, and a public image of being more ‘responsible, public-spirited and patriotic’. (Meenaghan 1998, 14, cited in Pickton and Broderick 2001, 526) Activity 1. 8 Read the following case: In 2001, Projet Rescousse (Project Rescue) launched Rescousse brand beer in Quebec, Canada, followed in March 2002 by entry into the Ontario, Canada beer market. For each bottle of beer sold, RJ Brewers and its representative Premier Brands contributes a fixed amount to Wildlife Habitat Canada to preserve endangered species. Beer labels featured paintings of endangered species by a well known Canadian wildlife artist. In 2001, sales of the beer in Quebec raised more than $24,000 Cdn for endangered species. The Ontario launch was funded, in part, by a $20,000 Cdn grant from Environment Canada (federal government). A spokesperson for Mothers Against Drunk Driving, an organization promoting responsible alcohol consumption among young people stated ‘The federal government has no role in promoting an alcoholic beverage. The government’s role is to regulate, not promote alcohol. ’ A spokesperson for Environment Canada said ‘the project in no way endorses any form of alcohol abuse’ (Canada has extensive legislation concerning the sale and promotion of alcohol. For example, alcohol is sold t the retail level through provincial government controlled agencies only and, as mentioned earlier, advertisements cannot show alcohol actually being consumed. ) (Yourk 2002) Discuss this situation from the perspectives of ethics, social responsibility and cause-related marketing. Discu ss the impact of a comparable programme in Hong Kong. 38 MKT B366 Marketing Communications Green marketing Green marketing refers to the ‘development and promotion of products that are environmentally safe’ (Clow and Baack, p. 387). What started as a fringe political movement in Europe has now become mainstream as more consumers become aware of environmental issues and express willingness to purchase environmentally friendly products, even if prices are higher. In their article ‘Targeting consumers who are willing to pay more for environmentally friendly products’, Laroche, Bergeron and Barbaro-Forleo report that recent surveys reveal that significant numbers of consumers are willing to spend up to 40% more for a ‘green’ product. This compares to 67% of consumers who reported a willingness to pay 5–10% more for ‘green’ products in 1989. Their research indicated that consumers willing to spend more for environmentally friendly products tend to be female, married, with at least one child living at home, put the welfare of others before themselves, believe that environmental problems are severe and place high importance on security. They also refuse to purchase products from companies accused of being polluters. Loblaw’s, a Canadian supermarket, was at the vanguard of green marketing in the early 1990’s, creating a line of environmentally friendly products under the brand name ‘Green’ with the slogan ‘Something can be done! ’ and packed in recycled materials. In their first year, ‘Green’ products generated nearly $52 million Canadian. One of the most interesting examples was the Green lightbulb that, over its extended life, would save consumers approximately $32 Cdn in energy and bulb replacement. Even though priced at ten times the price of conventional bulbs, Loblaws could not keep them in stock, so great was consumer demand. As an aside, Loblaw’s was one of the first supermarkets to charge for plastic carrier bags, hoping to encourage consumers to use more environmentally friendly bags or at least recycle plastic carrier bags. How do you think such an initiative would be viewed in Hong Kong? Another company that has made concern for the environment part of their corporate mission is The Body Shop which uses natural ingredients, earth-friendly manufacturing methods and environmentally friendly packaging. Information cards, window displays and in-store videos are used to educate consumers about the social and environmental effects of their purchasing decisions. Next time you visit the Body Shop, look for evidence of their commitment to the environment. Notice their range of endangered species soaps for children. When both Sydney (Summer 2000) and Beijing (Summer 2008) put in their winning bids to host The Olympic Games, a significant part of their appeal was their pledge to operate a ‘clean, green games’. Beijing had to take measures such as restricting the vehicles it allowed on its roads in the run-up to the Olympics to ensure it could fulfil its ‘green’ Olympic commitments. Unit 1 39 Have you seen evidence of green marketing in Hong Kong? You may find it interesting to survey friends and colleagues concerning their attitudes towards green marketing and its potential impact on their purchase behaviours. Activity 1. 9 Recent articles in the Hong Kong press have commented on the deteriorating state of Hong Kong’s harbour and waterways, in particular the impact on marine life of discarded consumer packaging. While your company was not named specifically, mention was made that your industry was a major offender and that a large proportion of the consumer packaging found in the water came from products such as yours. In a meeting with the accountants who have just crunched the numbers as to the increased costs of changing to more environmentally friendly packaging, the question is raised as to whether ‘green marketing’ efforts are really worth it. Discuss possible responses. 40 MKT B366 Marketing Communications Clow and Baack companion website The textbook also comes with companion website at (password not required). The student section of the website contains true/false and multiple-choice questions per chapter. These are self-marking and contain both hints and coaching comments. These questions are useful for testing your grasp of basic core concepts, which can be answered as many times per session and over as many sessions as desired. These questions can be particularly useful during revision as they will quickly tell you which concepts you understand and where review is needed. Essay questions and critical thinking exercises, many including Internet links are also provided per chapter, directly linked to the material covered. Unit 1 41 Summary Let’s go back to the objectives from the beginning of the unit and see how the material presented relates and where material relevant to each objective is found in the text. 1 Illustrate the communication process, using a diagram, and apply it in a given marketing situation. You should be able to provide a diagram that includes the key aspects of the communication process of sender/receiver, encoding/decoding, transmission device/communication channel, feedback and noise. Your answer should illustrate your understanding of what makes for effective communication and what can act as barriers to the process. Clow and Baack discuss communication on pages 26–32. Define integrated marketing communications, and discuss how it applies specifically to the development of promotional strategies. Clow and Baack define IMC as ‘the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless programme that maximises the impact on consumers and other end users at a minimal cost’ (p. 32). When applied to promotion, IMC results in ‘the brand speaking with one voice’. IMC is discussed on pages 32–37. 3 Describe, with pertinent Hong Kong examples, the major components of the promotional mix. Your answer should include advertising, sales promotion, personal selling, public relations, direct and online marketing. You should be able to provide Hong Kong specific examples. The components of the promotional mix were covered in B250 and are discussed throughout the text. 4 Explain the role played by the promotion mix in the overall marketing mix. Clow and Baack briefly discuss the role of promotion within the overall marketing mix on page 33. You should be able to discuss how promotion relates to the product, distribution (place) and pricing strategies and how each should be consistent with the other and aimed at the target market as per discussions in B250. 5 Outline the key components of integrated marketing communications. Clow and Baack discuss the key components of IMC on pages 32– 37. Figure 1. provides a useful overview of the key components and how they are presented in the text. 6 Evaluate the impact of information technology, changes in channel power, increases in competition, brand parity, consumer information integration and declining effectiveness of mass-media 42 MKT B366 Mar keting Communications advertising on the value placed on IMC programmes, providing Hong Kong specific examples. Your answer should illustrate how each of these factors have had a positive impact on the value placed on IMC programmes by marketers. You should be able to illustrate each of these factors with Hong Kong specific examples. These factors are discussed on pages 37–41 in the text. Discuss the phrase ‘think globally, act locally’ as it applies to globally integrated marketing communications programmes and illustrate using Hong Kong specific examples. Companies that ‘think globally, act locally’ use standardized marketing and communications strategies as much as possible (‘think globally’), recognizing that cultural and marketplace differences may require some adaptation on a country by country basis (‘act locally’). Clow and Baack discuss GIMC on page 41. 8 Evaluate critically the moral and ethical criticisms of marke ting communications. Many of the major ethical criticisms faced by marketers are discussed in the unit. You should be able to critically evaluate whether these criticisms are bona fide, advancing your own opinion. Explore the role to be played by governments in regulating marketing practices, providing Hong Kong specific examples. The unit notes provide information concerning Hong Kong laws as well as details about the Consumer Council’s activities. 10 Argue the case for a company adopting positive and socially responsible marketing activities and illustrate using Hong Kong examples. Your answer should illustrate that you understand the benefits in terms of brand image, consumer loyalty and sales performance that can result from positive and socially responsible marketing efforts such as cause-related marketing and green marketing efforts. Unit 1 43 References Adkins, S (2002) ‘Cause related marketing - profitable partnerships’ at (Accessed 26 Mar 2002). Au, A and Tse, A (2001) ‘Marketing ethics and behavioural predispositions of Chinese managers in SMEs in Hong Kong’, Journal of Small Business Management, 39(3): 272. Brabbs, C (2000) ‘Is there profit in CRM tie-ups? ’, Marketing, 16 Nov, 27. Carrigan, M and Attalla, A (2001) ‘The myth of the ethical consumer - do ethics matter in purchase behaviour’, Journal of Consumer Marketing, 18(7): 560–77. Clow, K E and Baack, D (2002) Integrated Advertising, Promotion, and Marketing Communications, Upper Saddle River, NJ: Prentice-Hall. Hill, C (2000) International Business, Competing in the Global Marketplace, Boston: Irwin McGraw-Hill. Jain, S (1996) International Marketing Management, Ohio: South-Western College Publishing. Keegan, W (1999) Global Marketing Management, New Jersey: Prentice Hall International. Kotler, P, Ang, S H, Leong, S M and Tan, C C (1996) Marketing Management - An Asian Perspective, Singapore: Prentice Hall. Laroche, M, Bergeron, J and Barbaro-Forleo, G (2001) ‘Targeting consumers who are willing to pay more for environmentally friendly products’, Journal of Consumer Marketing, 18(6): 503–20. Meenaghan, T (1998) ‘Current developments and future directions in sponsorship’, International Journal of Advertising, 17(1): 3–28. Pickton, D and Broderick, A (2001) Integrated Marketing Communications, London: Prentice Hall. Pitta, D, Fung, H-G and Isberg, S (1999) ‘Ethical issues across cultures: managing the differing perspectives of China and the USA’, Journal of Consumer Marketing, 16(3): 240–56. Polonsky, M and Speed, R (2001) ‘Linking sponsorship and cause related marketing: complementarities and conflicts’, European Journal of Marketing, 35(11/12): 1361–85. Schiffman, L, Bednall, D, Cowley, E, O’Cass, A, Watson, J and Kanuk, L (2001) Consumer Behaviour, Sydney: Pearson Education. Shimp, T (2000) Advertising and Promotion: Supplemental Aspects of Integrated Marketing Communications, Texas: The Dryden Press. 44 MKT B366 Marketing Communications Strauss, J and Frost, R (2001) Marketing on the Internet, 2nd edn, New Jersey: Prentice Hall. Yourk, D (2002) ‘Message in a beer bottle’, The Globe and Mail, 27 Mar (Accessed online). Unit 1 45 Suggested answers to activities Activity 1. 1 The sender was HMV and its staff. The receivers were in-store customers, in-store browsers, concert and musical gathering attendees and the general public. The encoding process would have been the creation of the application forms, in-store promotions, advertisements and newsletter as well as the verbal communication from HMV staff. Various communication channels were used: in-store signs and displays for in-store browsers, personal face to face communication for in-store customers and concert attendees; and advertisements in the mass media for the general public. The decoding process would have occurred when receivers read the applications/in-store signs/newsletter or advertisements or listened to HMV staff. Feedback could take many different forms from going into the store specifically to ‘sign up’, to accepting or refusing to join when asked by staff, to comparing the number of vouchers handed out with the number redeemed to monitoring the exclusive members’ only special offers. Noise could also take many forms, from the advertising clutter in the newspapers/ magazines, the sensory overload in the store (all the signs/posters and music playing) to the sales and special offerings (including comparable programmes) from all competing retailers. Activity 1. 2 The expression is just a quick way of reinforcing that all forms of communication about a company’s brand must convey the same message to consumers. Many assume that the expression refers only to promotion - the most visible form of communication with consumers. It is important to remember however that product, place and pricing strategies also communicate messages to consumers. For example, the price charged for a particular product communicates quality information to consumers (high price = high quality; low price = low quality), helps consumers determine value for money decisions and reinforces the product’s position relative to the competition (e. g. igher or lower priced). You should remember from your introductory marketing course that all four components of the marketing mix - product, place, price and promotion - must be internally consistent (e. g. the price charged must reflect the features offered in the product) and aimed squarely at the intended target m arket. The promotion strategy must be consistent with the product, place and price strategies and each aspect of the promotional strategy (advertising, sales promotion, personal selling, public relations, direct and online marketing) must be internally consistent. This expression also reinforces the key feature of IMC, which is that all forms

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