Launching a Mass Media Campaign free essay sample

This seemed very attractive to revolving prime customers. Low interest rates are always attractive to revolvers than transactors. Previously subprime customers were ignored and Capital One is offering products to them which were not available earlier. Further Capital One didn’t rely on reward programs or partner in Canada. Reward programs are generally desired by super prime costumers. What do they think about the brand now? Up until now, Canadians primarily knew Capital One as a price player. But because of U. S. dvertising spillover few of them are aware of it as â€Å"great value without the hassle. † What should they think after seeing the ad? The target audience should feel that Capital One offers a great value and hassle free transactions. Subprime customers should be able to feel that they are no longer ignored and new offers have come for them and that they can also have credit cards now. We will write a custom essay sample on Launching a Mass Media Campaign or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Prime revolvers should be able to think of replacing their primary card with Capital One because of its low cost or other rewards. Others should feel Capital One is more convenient and it offers better service than other banks. Proposition/ USP? * Offering the lowest rates in the country, much below its competitors * Constantly provide new products to perfectly align to the needs of select customers Substantiation In print ads, substantiation can be done by comparing different credit card services as shown in Exhibit 10. This will help customers in evaluating different offers. In mass media they can say that they are offering the lowest rates in the country. Tone of Voice: The tone should be humorous, creative and musical. In the test scores of their ads it was found than branding, enjoyment, unique/interesting are the top three features required. â€Å"Hands in Pocket† campaign was very effective for Canadian market. At that time top5 Canadian banks charged high rates of around 20% and Capital One offered lowest rate in the country. This ad shows that the Big 5 Canadian banks constantly have their ‘hands in the consumer’s pocket’. It made lot of sense to the customers. Also to appeal to their love for music the tuned were composed by a Toronto composer. The tune became viral soon after its release. Campaign Requirements: * Create brand image for long term goals of influencing customer satisfaction and behavior * Since there is similarity in products offered, brand personality is particularly important for long term success * Needs to be creative and include power idea, inherent drama and music(use of jingles) * Should be visually arresting, reward the customers, unexpected and with clarity

Pharmacy essays

Pharmacy essays Pharmacists are the most accessible healthcare professional and know more about medications, prescription and over-the-counter, than any other member of the healthcare team. (Health on the Net Foundation). In addition, they have many duties that must be completed on time and correctly because they can easily kill a patient with the wrong medication if they are not paying close attention. Therefore, they monitor medication usage, the interactions and side effects of medications. They also check if the medication is being used correctly. Also, they do rounds with doctors to discuss the patients treatment, and advise both the doctor and the patient about treatments that can be used. Pharmacists are either required to compound certain medications to powders, tablets, capsules, ointments and solutions or the medications come from pharmaceutical companies that sell the medications pre-made. However, all together pharmacists treat illnesses to help patients get well. Furthermore, pharmacists are required thirty hours a month of education of new and old topics that pertain to the medications, at Cedars medical hospital. Afterwards they put together a power point presentation to be presented to the doctors, nurses, and students, so that they are better informed so that they can also inform the patients and their families about their treatment (s). And all together the duties of pharmacists are easily said but seriously completed. According to a study conducted by HHS Health Resources and Services Administration, there is a shortage of pharmacist. There are currently 196,000 licensed pharmacists in the United States, yet there were still 7,000 fulltime jobs available in February of 2000. This is definitely a growing field because of the rapid advancement in medicine. Therefore the job out look beyond 7 years is positive because according to the study there are few students applying in pharmacy schools. In addition as a...

The Strategic Role of Global Information Systems Essay

The Strategic Role of Global Information Systems - Essay Example Introduction The relationship between corporate strategy and information systems functions was not a central interest for the top management of organizations for some time. Information systems were primarily synonymous with corporate data processing and regarded as back-room operations to support the day-to-day operations (Ezingeard, McFadzean, and Birchal, 2007:99). However, the 80s and the 90s saw a growing realization of strategizing information systems for the organization. Interestingly, information systems have been present since the beginning of time, but the integration with information technology is a newcomer to the field. The functions of IT-based information systems have had significant impacts to organizations and people such that only a few (if any) company can afford the risk of ignoring these functions despite the fear and frustrations they evoke sometimes (Currie and Galliers, 2002:76). Some organizations regard information systems as unavoidable to remain in busines s, while others perceive the systems as a strategic opportunity that may proactively identify strategies to gain a competitive edge against competitors. Regardless of an organization’s stance, embarking of investment on information systems proves to be a non-reversible decision. Information technology has become powerful and cheap, and its use in organizations has spread at a rapid rate. Different management levels are using IT-based information systems in contrast to the earlier application at the operational level only. However, more organizations are focusing on improving efficiency and maintaining business effectiveness, as well as strategically manage organizations (Irani, Love, and Hides, 2000:23). The increasing complexity of managerial tasks translated to the complex nature of information systems required: from routine, structured support to unstructured, complex, ad hoc enquiries at the peak level of management. Information systems has the potential to change the way organizations work and the very nature of their business. In the information technology world, there has been introduction of electronic markets, where buying and selling occurs in a matter of seconds, disrupting the conventional distribution and marketing channels (Lacity and Willcocks, 2000:31). The advent of Electronic Data Interchange has not only increased transaction speed but also ensures subscribers of accuracy of information they receive from buyers and suppliers and perhaps reap cost reduction benefits using automated reordering processes. On higher strategic level, an organization may pass information to its customers or suppliers to provide or gain better service. Providing higher quality services to the customers than the competitors may result to the differentiation required to gain a competitive edge on a short term. However, continual improvement to the quality of services offered may enhance the competitiveness of an organization on a long-term basis (Magdaleno et al., 2008:305). However, the unprecedented and rapid change in information technology has profound impacts on IT-based informat