Essay about Heineken Open Your World Ad Analysis

Heineken - Open Your World 2011 Nadine Garrison (10015730) MKTG 435 Advertising Critique 11/21/2011 INTRODUCTION The year is 1864. When 22 year old Gerard Adriaan Heineken acquired a small, local brewery in the heart of Amsterdam, it is doubtful that he would have imagined his modest company growing and expanding well into the 21st century. Despite its extensive history, Heineken claims to continue to use the original recipe formulated almost 150 years ago. Presently, Heineken International boasts a portfolio of 170 beer brands, 119 breweries in 65 different countries, and is ranked the third largest brewery in the world (JAZD, 2008). The brewery Gerard Heineken acquired so many years ago is now preserved in an interactive†¦show more content†¦Going viral. VIRAL VIDEOS TO TELEVISION COMMERCIALS Heineken and their chosen ad agency decided to take the non-conventional route towards digital advertising. Recently, there have been many provocative television commercials that have stood out so much that viewers across the continent have taken the opportunity to upload them online for the world to appreciate. YouTube has become the ideal breeding ground for these videos to become viral. Instead, the agency created the series of videos aforementioned specifically for certain websites including their own YouTube channel. There are several reasons to taking this approach but two are obvious: cost and dignity saving. It costs practically nothing to upload a video online and if the first spot turns out to be a bust, the spot can be pulled. The consequence is saving more face than if it made it to television. Thankfully, the first spot turned out to be a hit, as well as the following videos in the series. The television commercials, although featuring different characters and storylin es, continued to achieve their goals. In July, Heineken Light was introduced under the tagline Occasionally Perfect. The advertising efforts for the new beer were aligned perfectly with the successful Open Your World campaign. As predicted, the campaign was widely accepted in comparison to the previous, unrefined See the Light campaign (Rudenko, 2011). POSSIBLEShow MoreRelatedMurphys Brewery924 Words   |  4 PagesMURPHY BREWERY IRELAND SYNOPSIS This case examines the marketing of Murphy’s Irish Stout at the time of the merger between Guinness and Grand Metropolitan. Murphy Brewery is owned by Heineken International and has expanded its scope beyond Ireland in recent years. However, the brand is a distant second internationally to Guinness in the stout category. Furthermore, the company has launched a new brand—Murphy’s Irish Amber. This case discusses the Murphy’s situation in Ireland, the UK, andRead MoreThe Uefa Champions League: Heineken Sponsorhip1966 Words   |  8 Pagessporting event worldwide. For an event of this magnitude, the stakes for everyone involved are very high (appendix 1). This essay includes a short description of the tournament along with an overview of the stakeholders, followed by an analysis of one of the sponsors, Heineken. Description: UEFA has been organizing the Champions league since 1955, although it changed format in 1992. Since 1992, the competition is divided into several parts; it begins in mid-July with three knockout-qualifyingRead MoreThe Uefa Champions League: Heineken Sponsorhip1953 Words   |  8 Pagessporting event worldwide. For an event of this magnitude, the stakes for everyone involved are very high (appendix 1). This essay includes a short description of the tournament along with an overview of the stakeholders, followed by an analysis of one of the sponsors, Heineken. Description: UEFA has been organizing the Champions league since 1955, although it changed format in 1992. Since 1992, the competition is divided into several parts; it begins in mid-July with three knockout-qualifyingRead MoreRhetorical Analysis Of Heineken s Worlds Apart Ad1397 Words   |  6 PagesRhetorical Analysis: Heineken s Worlds Apart Ad https://www.youtube.com/watch?v=etIqln7vT4w Throughout the video the author is trying to get one message across, which is that no matter how different peoples views are and what the political climate is, people can sit down over a beer and discuss their differences without having an argument. The author is mostly using pathos in the ad. He wants the audience to fully understand and feel why it is important to have discussions instead of fights orRead MoreMarketing Guinness Essay3335 Words   |  14 Pages Table of Contents: 1.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦....Introduction 3 1.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Present Situation 3 2.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Environmental forces 4 2.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Micro 4 2.2†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Macro 6 3.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦SWOT Analysis 8 4.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Product and Branding Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦......9 4.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Guinness most popular branding strategies 12 5.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Pricing Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦................................13 6.0†¦Ã¢â‚¬ ¦..Promotional Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦14 6.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Arthurs Day 14 6.2†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Hurling 14 7.0.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Distribution 15 References 16 List ofRead MoreAdvertisemet Analysis of Johnson Baby Powder6401 Words   |  26 PagesAdvertisement analysis of Johnson’s baby powder Related organization: Johnson amp; Johnson The report contains analysis of advertisement campaign of Johnson’s baby powder product line. 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References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.10 Introduction: Ultra Music Festival (UMF) is a yearly open air electronic music celebration that happens in March in the city of Miami, Florida, United States (DURAN, 2013).In this report I have analysed about the ultra-Miami festival event in USA and what is behind the success of the event. Events rarelyRead MoreImportance of Surrogate Advertising in Creating Brand Identity for Liquor Industry(Final)14020 Words   |  57 Pagesliterature review 5-40 research methodology 41-49 FINDINGS AND ANALYSIS 50-60 Conclusion and RECOMMENDATIONS 61-66 BIBLIOGRAPHY 67 Appendix 68-69 QUESTIONNAIRE 68 INTRODUCTION Background Information For some â€Å"advertising† is a surrogate for being on stage—in the limelight. When people work on a brand, they identify with the brand, and its â€Å"advertising† becomes part of them. 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Heineken Chaired Professor of Marketing INSEAD Jean-Claude Larrà ©chà © The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD Hubert Gatignon Partner, Director of RD STRATX International Rà ©mi Triolet To search this document click CTRL+F i Publisher: STRATX International Production: Minute Man Press, Cambridge, Massachusetts Cover Design: Synergy Network, Waltham, Massachusetts Marketing Manager: Lucy

David Luke Rocco An Innocent Man - 938 Words

David Luke Rocco is not an innocent man; his guilt has been proven beyond a reasonable doubt from the evidence presented at his prior trial. If it is known that law enforcement was, in fact, correct in searching this evidence, why should they be penalized for continuing with these searches? The plaintiff was stopped and arrested under the terms of a legitimate and current offense. What reasons do we have to deny law enforcement a search for further contraband/or crimes? Not only was the cell phone in the plaintiff’s possession at the time of the crime, but it was also unlocked allowing anyone access to the phone. The law enforcement, at the time, had reason to believe that immediate danger could come to them through this cell phone (what if he had texted a detonation or an attack). Should we excuse the evidence merely because it was found as general offenses rather than the specific intended offenses? Statement of the Facts David Luke Rocco was a gang member who committed multiple crimes, including shooting at an occupied vehicle, attempted murder, and assault with a semi-automatic weapon. After being stopped for driving with expired license plates, his cellphone was seized and searched by the police which helped identify and convict him of these crimes. Evidence found included a photo of the plaintiff standing in front of the car he was convicted of shooting and standing near other men who were accused as accomplices to this crime, videos of the plaintiffShow MoreRelatedStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pages(Prentice Hall, 2012) Management, 11th ed. with Mary Coulter (Prentice Hall, 2012) Fundamentals of Human Resource Management, 10th ed., with David DeCenzo (Wiley, 2010) Prentice Hall’s Self-Assessment Library 3.4 (Prentice Hall, 2010) Fundamentals of Management, 8th ed. , with David DeCenzo and Mary Coulter (Prentice Hall, 2013) Supervision Today! 7th ed., with David DeCenzo and Robert Wolter (Prentice Hall, 2013) Training in Interpersonal Skills: TIPS for Managing People at Work, 6th ed., with Phillip

Eggs by Susan Wood free essay sample

â€Å"Eggs† by Susan Woods is a short poem about a young women growing up and how her relationship with her father and how her bitterness for him shaped her own relationship with her own child as she grew up and became a mother. The poem is dramatic and cleverly written in the voice of the woman herself. Her tone is serious and it is filled with antipathy. Diction is the foundation of this poem, and Susan Wood’s choice of words such as â€Å"hated† and â€Å"furious† emphasize the anger that brews within this young woman. Susan Wood’s uses the analogy of an egg to represent the fragile and somewhat hateful relationship between this father and daughter as well as her resentment of him. However, I believe that the young woman feels a bit guilty for hating her father: â€Å"And I hated my father, the one cock in the henhouse, who laid the plate on the table and made me eat, who told me not to get up until I was done, every bite. We will write a custom essay sample on Eggs by Susan Wood or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page And I hated how I gagged and cried, day after day†¦Ã¢â‚¬  (lines -6-13). She realizes the father works hard to put food on the table, and she should be grateful for that, but she just can’t let go of her the anger she carries within her â€Å"shell† for her father. She was angry that she was forced to eat the eggs that she didn’t like and if she didn’t eat them, she went to school hungry: â€Å"†¦I’d go off to school like that, again, hungry. † (lines 14-15). We soon realize that the young woman is carrying a secret of her own. She is pregnant, and is angry at herself and her unborn child: â€Å"I hated myself, hated the egg growing in secret deep inside my body, the secret about to be spilled to the world, and maybe I did. † (lines 19-22). We clearly see that when the young woman becomes a mother she finds herself treating her own child with the same anger and coldness that she received from her father.

Non-participant observation Essay Example

Non-participant observation Essay Observational research must respect the privacy and psychological well being of the people being studied. In this study informed consent was not obtained, therefore the study was conducted in an acceptable circumstance where people could expect to be to be watched by strangers. All information was confidential and participants could not be identified by any of the results. There are two main types of observational studies, participant observation, and non-participant observation. Non-participant observation is used in this investigation. Non-participant observation is when the observer only observes and records the behaviour of the group but doesnt interact with them. The participants used were selected by Opportunity sampling, as the researcher chose anyone who was in the target population and was available for a sufficient amount of time to be observed. The participants were observed until a sufficient amount of details were collected then the researcher would move on and observe the next person. A pilot study was firstly conducted so that the researcher could construct a behavioural category system. This way the observation could be recorded onto a tally chart when the participant displayed a particular behaviour. Point sampling was the method used to collect the data. Point sampling is when participants are observed until enough data is gathered about his or her behaviour. The observer then moves onto the next person. Independent Variable (IV) The IV is the variable that the researcher manipulates and controls. In this investigation it was gender. Dependant Variable (DV) The DV is the variable that is measured when any change is made due to the IV. We will write a custom essay sample on Non-participant observation specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Non-participant observation specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Non-participant observation specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In this investigation the DV is the type of reinforcement males and females use to reinforce each other. These were smiling, tutting, verbal encouragement, nudging soft/aggressively and hugging. Extraneous Variables The study was performed in the same place so the confounding variable, situational variable, wouldnt occur and affect the results. Participants A large group of people whom we are interested in measuring are called a target population. The target population in this investigation were college students aged 16 18 attending a sixth form college in west London. The small group that were selected as representatives of the target population were selected by using the sampling method Opportunity Sampling, as the researcher chose anyone who was in the target population and was available for a sufficient amount of time to be observed. Twenty people were observed, ten of each gender. Apparatus and Materials Tally chart listing different types in reinforcement used by the target population. The chart was designed by firstly conducting a short preliminary observation to gather the different types of reinforcement used by the target population. (See Appendix A) Procedure In this investigation the observer firstly selected a public place where she could carry out her observation. She was observing the way in which members of the same gender praised/criticised each other, either verbally, physically or both. She then selected an appropriate person who would be available for a long enough period of time, so enough information could be gathered on them. She then sat in a seat at an appropriate distance from the person being observed. She used the apparatus (tally chart listing the different category systems) to define each type of reinforcement. The behaviours were recorded by using the method of point sampling. Point Sampling is when enough information is gathered on a person the researcher moves onto the next until all 20 participants are observed (10 male, 10 female). The mean in the results for females was higher with the verbal types of reinforcement than for males. The mean in the results for males were higher with the physical types of reinforcement than for females. This means that the females used all three of the verbal types of reinforcement more frequently than the males. The males used two out of three of the physical types of reinforcement more than the females. The exception was hugging which females used 2. 5% more than the males. This was an anomalous result. The reason for this is believed to be because hugging is stereotyped as a female behaviour towards members of their own gender. Smiling has a difference of 0. 4 between the two genders, males being the highest. The modal result for both genders was smiling. The hypothesis Females will reinforce other females verbally whilst males will reinforce other males physically was accepted and the null hypothesis There is no relationship between gender and types of reinforcement was therefore refuted. Discussion From the results obtained it can be seen that the hypothesis was supported Females will reinforce other females verbally whilst males will reinforce other males physically which means that on average the males used more physical types of reinforcement than the females. This study is quite independent as it has more differences to the Fagot study than similarities. The similarities are major parts of the two studies in that they both contain reinforcement and the hypotheses are based on gender appropriate behaviour. The conclusions made in this study are similar to that of the results in the Fagot study, in that the way in which participants reinforced each other was dependant on their gender. The participants in this study may have been acting the way they believed to be appropriate for them to in an environment of same gender peers. Also some of the participants in the area where the study was conducted may have the stereotypical view that males who act feminine are not following the group norm. The observation was carried out at different times of the day and so some participants who were observed in the afternoon may have been less tolerant with a lot less energy. If this observation were carried out again then it would be more reliable if the target population had a wider variety of people so it could be easily generalised. Also the sample size could increase more accurate sampling methods used. For example, quota sampling, when a sample selected contains specified groups in numbers, which is proportional to their size in the target population. A further study of reinforcement could move onto looking at the behaviour of genders when reinforcing members of the opposite sex and the response to being reinforced to a member of the opposite sex. The results could be compared to this study to see if there are differences in the ways males/females reinforce members of their own sex when compared to when they reinforce members of the opposite sex. This observation could be carried out the same way as the original study but there would be a larger sample size for more reliability, and the observer would be looking for participants reinforcing members of the opposite gender. In this study the main ethical issue was that observational research must, at all times, respect the privacy and psychological well being of the participants so the researcher would have to make sure that the participant was always unaware of the observation and that all information about the participant would remain confidential. Conclusion The difference in the type of reinforcement used by the males and females may be because of how they developed and were taught how to act. The results clearly show the males had higher means for physical reinforcement, when the anomaly is exempt, than the females, and the females had higher means for verbal reinforcement than the males. So to conclude