Notes, summaries, assignments, exams, and problems for Other subjects

Paid, Owned, and Earned Media

Paid Media

Paid media involves paying for exposure and offers various options, such as website ads, radio commercials, and TV ads. It is the most common form of advertising used by brands. Examples include sponsored articles, banner ads, and press releases.

Consumers tend to be more skeptical of paid media due to its promotional nature.

Owned Media

Owned media refers to channels created and controlled by brands themselves. This includes social media profiles (Facebook, Twitter, YouTube), corporate blogs, and websites.

Brands have complete control over the content and messaging on their owned media channels.

Earned Media

Earned media involves organic exposure and publicity generated through word-of-mouth, customer reviews,... Continue reading "Understanding Paid, Owned, and Earned Media: A Comprehensive Guide" »

Global Market Segmentation

Understanding Different Consumer Segments

A global segment referred to as the "global elite" includes well-traveled persons.

A global segment referred to as "global teens" includes people between the ages of 12 and 19.

A global segment referred to as "global teens" includes people with shared interests in fashion.

A market segment or country market is characterized by weak competition. FALSE

Coskun Samli developed a useful approach, assuming that there is a presence of a higher-income middle-class segment in India.

Positioning Strategies in Global Marketing

Ads by BMW advertise it as the "ultimate driving machine," which is described as positioning based on attribute/benefit.

America's Hispanic population shares common characteristics.... Continue reading "Market Segmentation: Understanding Global Consumers" »

1. Marketing Objectives

Ideal marketing objectives must be SMART: Specific, Measurable, Achievable, Relevant, Time-bound.

2. Types of Marketing Data

2a) Primary Data

Information developed by the researcher for a specific project.

2b) Secondary Data

Information that has previously been gathered by the company or other researchers: public and private or internal information.

3. Deontology Market Research Code

Designed by ESOMAR and ICC to set essential standards of ethical and professional conduct. Researchers must ensure that personal data is fully protected when publishing findings, and maintain professional responsibility.

3a) ICC (International Chamber of Commerce)

World's largest business organization with 6.5 million members in more than 130 countries.... Continue reading "A Comprehensive Guide to Market Research Techniques and Methodologies" »

WHAT SUPERCONSUMERS Fancy

Having fun, reviewing things with their friends, receiving relevant information, getting in touch, having thrills, and above all…

NOT WASTING TIME

Therefore, conventional advertising is not always among their priorities.

SUPERCONSUMERS Are Not to Be Found

THEY need to be met with an appealing plan, so they realize that they fancy staying a bit longer with us, with the brands they LOVE

THE BRAND LOVE CURVE:

INDIFFERENT – LIKE IT - LOVE IT - MY BRAND

SUPERCONSUMERS

If the plan interests them, they will come, and if they have fun, they will become our best ally and will come back with their friends. For this new AUDIENCE let’s find NEW SPACES AND TIMES

Ideas That Go Beyond Pre-Existing Media

If the idea does not adapt to conventional... Continue reading "Understanding Superconsumers and Media Planning" »

Operations Management (OPM)

OPM focuses on managing resources to produce and deliver products and services efficiently and effectively. It encompasses the design and management of products, processes, and services, including sourcing, production, distribution, and after-sales. This involves the design, operation, and improvement of systems that create and deliver a firm's primary products and services.

Supply Chain Management (SCM)

SCM is the cross-department and cross-enterprise integration and coordination of material, information, and financial flows. It aims to optimize supply chain resources throughout the entire value chain, from raw material suppliers to customers. SCM is a collaborative philosophy employing methods and tools to integrate... Continue reading "Operations Management and Supply Chain Management" »

Understanding the Core Functions of Management

Planning

Planning is the basic function of management. It deals with chalking out a future course of action and deciding in advance the most appropriate course of action for the achievement of predetermined goals. According to Koontz, "Planning is deciding in advance - what to do, when to do, and how to do. It bridges the gap from where we are and where we want to be." A plan is a future course of action. It is an exercise in problem-solving and decision-making. Planning is the determination of courses of action to achieve desired goals.

Organizing

Organizing is the process of bringing together physical, financial, and human resources and developing productive relationships among them for the achievement... Continue reading "Essential Management Functions for Business Success" »

Week 8: Discourse Analysis and Qualitative Reporting

Discourse Analysis

Discourse analysis is an umbrella term that borrows from all the other methods of analysis presented before.

It is useful when the research uses texts that are reproducing the social order. Critically question what this social order consists of and who benefits from it (injustice or problems). Keep an eye out for what is not included in the text.

Discourse: A particular way of thinking about a topic.

How to do Discourse Analysis:

Close reading and analysis of the text:

• Semantic layer (the meaning of words, phrases, etc., but also the use of figures of speech such as metaphors or personifications).
• Syntactic layer (structure of sentences and phrases) / argumentative layer (arguments

Road Curve Geometry and Calculations

Note: D is not Delta (Δ).

(Culverts used in road construction should be at least 15 inches in diameter.)

Determining Degree of Curve (D)

When choosing D, round the result to the closest number divisible by 4.

• D = External (E) of a one-degree curve / Desired E
• D = Tangent (T) of a one-degree curve / Desired T
• D = 100 * Delta (Δ) / Desired Length (L)
• D = (Radius * Degree) / R

Curve Formulas

• Radius (R): R = 5729.65 / D
• Tangent (T): T = (T of 1 degree curve, using Δ) / D
• External (E): E = (External, using Δ) / D
• Length (L): L = (100 * Δ) / D
• Long Chord (LC): LC = 2R * sin(Δ / 2)

Stationing and Layout

• PC Station: PI - T

  *Nomenclature Example: 6+55.55 should be expressed as 655.55*

• PT Station: PC + L
• Deflection Angle: Deflection

Calendar-based: When your plan matches your calendar. For example, you start in January, aim to complete your vision in February, establish your goals in March, etc. The deadlines are important, but you can be more flexible.

Theme-based: This is used when your strategy has specific themes that would be logical to deliver together. For example, a new training program and online chat technology.

Business-based: Aligning your strategic plan with the overall business goals.

SMART:

• Specific: It should be clear what needs to be achieved for the action plan to be met.
• Measurable: A clear measure so that everyone involved knows when the plan has to be done.
• Attainable: Setting action plans that are realistic.
• Relevant: The action plan has to be relevant to

How the Design of Buildings Can Enhance Public Spaces

Get the Rhythm Right

Reach Out to the Street

Be a Good Neighbor

Strengthen Local Identity

Keep it Rich from Near and Afar

How Urban Design Can Support Safety

Ensure Natural Surveillance and Human Presence

Make Buildings Open to the Public Realm

Put 'Eyes on Streets' and Minimize Exposed Blank Facades

Mix Uses, Particularly at Ground Level, to Add Vitality at Different Times

Design an Integrated Network of Streets, Rather than Vulnerable Cul-de-Sacs

Minimize Conflict

Provide Safe Routes for Walking and Cycling

Design-in Territoriality and Community Involvement

Foster a Sense of Ownership, Mutual Protection, and Belonging

The Three-Tier Planning System in Hong Kong

The three-tier planning system in Hong Kong... Continue reading "Urban Planning and Design: Enhancing Public Spaces and Safety" »