Abstract The latest promotion is called "buzz marketing," when consumers and even actors are hired by a company or ad agency to endorse a product. The idea is to find the most liked and respected individuals in a community and have them use a product in order to create a buzz around it. Buzz, sometimes called "street marketing," can make a company more desirable. How is this different from any advertisement or commercial? In the majority of cases, the individuals hearing the message do not know that they are being duped. Consumers actually think the person feels this way about the product. So far, the Federal Trade Commission has not put restrictions on buzz marketing. However, this does not mean that it is acceptable or ethical. It still remains a controversial issue.
From the Paper "The Federal Trade Commission, which regulates the legal use of advertisements, has not yet ruled on buzz marketing. Regardless, some people say that buzz marketing raises serious ethical issues. That is because buzz marketing often uses regular citizens who get products for talking up products. Or, the companies sometimes fall into that stealth area and hire professional actors to pose as typical consumers. Some individuals say they would not be upset to find out someone had tricked them by praising a product in return for a gift or two. Others say that buzz marketing makes the negatives of advertising--motivating people to buy something they do not even need or want -even worse. It will eventually lead to a situation where nothing or no one can ever be believed."
Abstract This paper examines how Emily Dickinson writes of death in the poem "I Heard a Fly Buzz When I Died", choosing her words like a painter would chose his/her colors. It looks at how every word has meaning and how every line signifies a breath and thought of pure philosophy.
From the Paper ""The stillness in the room" represents the awkward instance of death. When death happens the "stillness" is felt by all. We all become aware we are of life when we experience death. "The stillness in the room" is compared with the "stillness in the air". To Dickinson the in death the air become still for the person who can no longer take a breath into their lungs. This stillness becomes death, air no longer exists and life is a memory possessed by those who look on with wonder. The emotion in this poem is great. The second stanza describes the onlookers. This must be the exact time of death, because the group begins to cry and breath "firm". While chests become tight with the onslaught of tears the eyes fix on the death in the room, but she who is dying fix on the small insect in the room. She thinks of all that life has brought and what parts of her are able to be left behind. She has "signed away" the physical world and has entered the final phase of the spiritual."
Abstract This paper discusses one of the most important and nation altering events to occur in the 1960s, the Apollo astronaut program, specifically, Neil Armstrong and Buzz Aldren's successful walk on the moon on July 20, 1969. It analyzes how space flight stimulated the nation's growth in myriad ways. It looks at the many technological advances came from the Mercury and Apollo programs and beyond, from lightweight metal alloys to smaller and smaller computer guidance systems which eventually turned into desktop computers so extremely prevalent in the world today. It evaluates how if we had not gone to the moon, our lives today might be much different and so would many of our institutions. Space flight stimulated technological growth, national pride and the notion that we can still "reach for the stars."
From the Paper "First came the Mercury project, where America put men in space. On May 5, 1961, Major Alan Shepard, a Naval academy graduate and test pilot, climbed aboard the Freedom 7 capsule atop a Redstone rocket and became the first American in space. Shepard's flight was sub orbital and lasted only 15 minutes, but it showed America we could still be vital in the space race (which the Russians were winning at the moment), and it kindled spirit and passion in the minds of Americans. The Mercury program ran from 1958 to 1963, and satisfied all its objectives. The Gemini flights between 1965 and 1966 were designed to transition between the Mercury exercises and the Apollo moon missions. The Gemini flights were to teach us how maneuver a spacecraft by maneuvering it in orbit, rendezvousing in space, docking with other vehicles, perfecting methods of entering the atmosphere, and landing at a preselected point on land."
Abstract This paper discusses how Emily Dickinson, as an individual and as a poet, deployed the poetic devices of point of view, tone, and metaphor, in order to convince her readers, and perhaps herself, that death was merely another mode of existence and, therefore, not something to dread. It looks at how, through a review of the poems ?I Heard a Fly Buzz? and ?I Felt a Funeral in My Brain,? it explores how she portrays death as another world and state of being, rather than as a termination.
From the Paper "?I felt a Funeral, in my Brain,? similarly ends with an unfinished line, conveying the transported corpse's final descent into the grave, but never reaching the bottom of the ground. This poem's cool tone is equally pronounced as the poem about the fly's buzz, and is even more shocking in its observed "plot" as the speaker of the poem takes the reader through her funeral and the decent into her own grave. As the funeral takes place, beginning first in her brain with the sight of mourners, she, as she sinks into the earth, does not express fear or horror at being buried alive but rather, she accepts what happens,? And hit a World, at every plunge,? observing her entrance into something not fully describable, because it is so different from what she has left."
Abstract This paper identifies four major marketing methods in terms of what each accomplishes, when they should or should not be used, and how effective each is if used properly. The paper explains how traditional word-of-mouth promotion works. The paper reviews and presents opinions on recent articles concerning buzz marketing and word-of-mouth marketing. The paper discusses whether this type of marketing is ethical, since marketers attempt to conceal their identity and intentions.
From the Paper "Organizations the world over are just now beginning to understand the idea that they may be able to control the powers of Word-of-Mouth marketing. But buzz is no longer a hit-or-miss proposition used exclusively by fringe marketers. These days, plenty of big players are trying hard to systematize buzz techniques. (Khermouch & Green, 2001) The odds are good that almost every product is more influenced by Word-of-Mouth marketing than any other marketing form including television and radio advertising. Businesses have traditionally worked on the idea of saturating the markets with marketing materials, events, and salespeople but the facts show that how consumers talk about a product or service with each other is really what decides if it is bought or not. Word of mouth is the reality that intervenes between your communication and sales. (Silverman, 1997)"
Abstract This paper examines how the theme of death is depicted in William Cullen Bryant's poem "Thanatopsis" and Emily Dickinson's poem "I Heard a Fly Buzz When I Died."
From the Paper "William Cullen Bryant's "Thanatopsis" is a meditation about death. In this poem, the narrator uses a gentle voice and tells us that we should not fear death but rather consider it path to better things. Instead if wasting time worrying about death we should look to nature and discover a positive outlook about it. The poet tells us that we can learn from "Earth and her waters, and the depth of the air" (Bryant 16). The poet is addressing those who are particularly troubled by death, knowing and fearing that one day they will see the "all-beholding" sun (18) and the "Earth that nourished thee, shall claim/They growth, to be resolved to earth again" (22-3). The poet is suggesting that when we look to nature, we can find consolations to death. "
Abstract This paper explains that, because the main product line of the Automobile Association (AA) of the U.K. has reached the maturity phase of the product life-cycle; a new advertising strategy, 'Just AASK', incorporating AA's entire umbrella of business products and services, allows the company to communicate a single streamlined message that addresses both new and existing customer concerns and creates new opportunities for cross sales from the core business. The author points out that the AA has a database including every customer who has ever inquired or purchased a product or service from the company, which can be analyzed to develop potential new markets, target groups and new products and to evaluate models for the 'Just AASK' campaign. The paper relates that the key of the 'Just AASK' agenda is to establish a direct marketing communications program that will increase revenue by increasing sales from existing customers; the acquisition strategy of choice for new customers will be a combination of 'Buzz Marketing' and 'Word-of-Mouth' advertising.
Table of Contents
Introduction
Communication and Customer Service
4 P's Approach
Database Strategy
Direct Marketing Communication Program for Existing Customers
Motor Section
Travel Section
Financial Services
Acquisition Strategy for New Customers
Motor Section and Travel Section
Financial Services
Conclusion
From the Paper "The majority of all business success revolves around attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." The company will therefore seek to take advantage of its valuable customer databases by first enhancing this wealth of information and then creating new strategies for direct marketing communications with existing customers. The new marketing approach will also create viable means for acquiring new customers."
Abstract This paper relates that Buzz Bissinger's "Three Nights in August" describes what life is really like surrounding major league baseball clubs, what it's like in the clubhouse before and after games and what baseball players do when nobody, especially the media, is looking over their shoulders. The author points out that, throughout much of the book, Bissinger's descriptions come from sitting behind La Russa in the dugout. The paper relates both sides of the media story---from the aspect of what media members go through to get access to players and what players do to keep the attention on themselves through the media.
From the Paper "Bissinger also wrote about several interesting tidbits, like the lives of Rick Ankiel, Albert Pujols and Cal Eldred. He also wrote about how clubhouse attendants unwrap sticks of Juicy Fruit so that the players don't have to unwrap them themselves, or that former pitcher Steve Kline spends an inordinate amount of time walking around in the nude, or that Bill Veek once built a hole in his wooden leg and used it as an ashtray. The best paragraph that Bissinger wrote in the book comes from Tony La Russa, when he is speaking to Kerry Robinson."
A review of Buzz Hargrove's text, "Life in the Fast Lane, Life in the Ditch" with relation to the new challenges facing the North American auto industry.
Abstract This paper reviews a short address by Buzz Hargrove entitled, "Life in the Fast Lane, Life in the Ditch." The paper reviews the text from ethical, complexity theory and globalization perspectives. It particularly discusses Hargrove's text with relation to the new challenges facing the North American auto industry and its relationship to the Japanese.
From the Paper "Having performed the valuable governance function of re-framing the Hargrove article through three different lenses, this writer cleaves to the view that Hargrove is fundamentally right in many ways; after all, globalization and international trade should not (at least in theory) create and perpetuate inequalities. At the same time, Hargrove's belief that the old Auto Trade Pact will resuscitate things is much too sanguine; the auto sector in this part of the world will also need to become more open to the potentialities of new global markets and to new technologies if it hopes to reverse its fall. On the whole, however, Hargrove's article is rational and deserving of attention."
Abstract This paper discusses a new product release by Gillette which is really a product extension of an existing product line: a razor. The paper discusses the product, named Buzz Razor, and its target market, as well as the demographic of the target market and the geographical area in which it will initially be targeted. Finally, the paper discusses the success of Gillette's market penetration.
Table of Contents:
Abstract
Industry Analysis
Target Market-Customer
Product
Control Section
Unit Sales/3 Month Period
Dollar Sales Range/3 Month Period
Market Share
Market Penetration
From the Paper "The razorblade market has been dominated by multi-bladed products for the past decade since Gillette first introduced its Mach3 product which was, as the name implies, a 3 bladed razor. The Mach3 razor was the first of its kind in which a personal care products company extended the number of blades beyond the traditional 2 bladed format in a market where many companies were still marketing single-bladed razors. The Mach3 product line has since been expanded by several product extensions such as the Mach3Turbo System and a 4 bladed product which Gillette's competitors have all copied (Gillette, 2005). The current product proposal is a revolutionary shaving system to be developed by Gillette known as the Buzz Razor and it is specifically developed and designed for the adult male shaver. While other personal care products companies have come to market with new products related to shaving as well as their own product line extensions of existing razor products, such as battery powered shavers, none has ventured into the 5 blade format for shavers."
This paper discusses how the battle for House and Senate left both Republicans and Democrats alike exhausted after the political battle that ensued as a result of Election 2002.
Abstract The battle for control over the House and Senate made historic the quest for Election 2002; not only were incumbents losing to newcomers, but a longtime respected name throughout the political world was defeated in what many believed to be one of the most shocking outcomes of the entire race. The buzz around the nation reflected a potential change in the House and Senate that would cause historians to rewrite the outcome expected to take place prior to fourteen months ago. Indeed, the extent to which September 11th played a significant role in this tremendous political upheaval has more than just a few wondering what such a change will now mean for the nation's safety.
From the Paper "The election of 2002 stood for more than America's basic right to choose its varied political representatives; rather, it reflected a significant change in the overall governmental fabric that comprises the nation's people. That both the House and the Senate were caught in the midst of an unprecedented struggle between Republican and Democratic designation speaks volumes regarding the modified political landscape United States citizens have recently adopted."
Abstract This marketing plan outlines the objectives, strategies and campaigns to be pursued by RJS Private Wealth Management during fiscal 2002. Therefore it commences with an extensive review of the RRSP market in 2001. This review provides the basis for the "Outlook for Fiscal 2002". The specific problems and opportunities before RJS Private Wealth Management are identified. Then specific objectives and strategies for the 2002 campaign are identified. Finally, the deployment of resources in the 2002 campaign is outlined. In this area media relations and 'buzz' marketing are both approached innovatively to increase the appeal to, and contact with, the target demographic of affluent, professionals in their forties.
Tags: BUSINESS / CASE STUDIES, private wealth management
Abstract In 1938, Walt Disney Studios released its first full-length film, "Snow White". This was the first full-length animated feature ever. In 1995, Disney Studios released a movie entitled "Toy Story", directed by John Lasseter, which was the first ever fully computer-animated movie. This paper compares the film techniques, characters, plots, story line, and the history surrounding both these films. The paper also touches on the literature that "Snow White" was based on.
From the Paper "These two films are considered to be in the same genre, fantasy and animation. Both films reassert our expectations of this genre. Both show that anything is possible, whether it is a fairytale or your childhood memories brought to life, it's the magic of fantasy and animation.
These two movies revolutionized the way film can be viewed. It opened the viewers? eyes to new techniques and endless possibilities. They left room for improvement and slammed the door on classical methods, making both Snow White and Toy Story two of the most memorable animated films to ever exist."
Examines the themes in the poems "Because I Could Not Stop for Death?, "I Felt a Funeral in My Brain", and "I Heard a Fly Buzz When I Died", written by Emily Dickinson.
Abstract This paper examines the themes of death and dying in three of Emily Dickinson's poems, as well as Dickinson's style and she technique she used in the poems.
From the Paper "In her popular poem, ?Because I Could Not Stop for Death,? Dickinson provides us with an excellent example of her unique perspective regarding death. This lyric poem reads well and the rhyming structure of it seems to contradict its serious subject matter. It also presents us with an image of the poet. The tone in this poem is significant because the poem does not express fear or melancholy. Another interesting aspect of this poem is point of view. Interestingly, the deceased poet writes it. This perspective allows the poet to view death and life in a completely different way."
Abstract This paper examines how many factors contribute to why today's youth are abusing the pharmaceutical drug, Adderall, an amphetamine belonging to the group of medicines called central nervous systems stimulants, which are used to treat attention deficit disorder. It looks at how Adderall appeals to young kids who are not seeking out hard drugs, but still want a buzz; many students purchase Adderall solely to enhance their endurance during their school week.
From the Paper "Another form of abuse is abuse apparent in a study done in October 2001, thirty-four percent of students medically prescribed to Adderall admitted to having been approached to sell or trade their medicine. Prescription holders are generally middle school to college age and sell to their own classmates. Many people sell only amongst their circle of friends, but ample money can be made by selling to the public domain (Sorter). For instance, Anna, a senior at Harvard, speaks of a former classmate who sold each tablet for ten dollars and would make six hundred dollars from each full prescription (Wonder Drugs). Locally, the average price for a 30mg tablet ranges between five to ten dollars. The demand for stimulants allows a student with a prescription to sell his whole bottle quickly and with such a high asking price."
