Dove Case Analysis

Dove Case Analysis
SWOT analysis:
Strengths: Weaknesses:
Unilever's worldwide establishment
Unconventional marketing strategy
Word of mouth and Word of Mouse free publicity
Campaign has a strong emotional touch
Social responsibility– Dove established self esteem fund, which conducted self esteem workshops
along with Girl Scouts to improve the self esteem of girls
Dove's brand loyalty Best known for functional superiority, i.e. beauty bar which does not dry the
skin
Changing perceptions of people is difficult
Opportunities: Threats:
Huge opportunity to develop products for other target customers, i.e. male users
Communicating one advertisement message throughout the world
Inclusive of 98% of the target market which is largely ... Show more content on Helpwriting.net ...
Dove devised a brand positioning strategy. Dove introduced various beauty products through
category extensions.
4.3
Brand meaning makes people to anticipate a particular capability of a brand/product. Prior to the
year 2000 Dove differentiated (pg.no. 269 Kotler, & Lane, 2008) itself from other soaps with its
excellent moisturizing and cleansing capabilities. In the year 2000 Dove took advantage of brand
equity (pg.no. 242 Kotler, & Lane, 2008 ) to launch other beauty products. Dove tried to extend the
brand meaning beyond the functional capabilities through "Campaign for Real Beauty".
This definitely poses challenges to marketers. Now marketers should not only concentrate on the
functional benefits of the brand they should also concentrate on emotional benefits (pg.no. 241
Kotler, & Lane, 2008 ) of the brand.
4.4
Dove used Buzz and Viral marketing techniques (pg.no. 546 Kotler, & Lane, 2008 ) to send the
message of their product to the audience. Dove's started a video campaign "Evolve" in which normal
woman turns into a billboard model and used Youtube as medium to reach the audience. This kind
of marketing technique gives insight to user responses after viewing the video which is great wealth
information. This marketing technique also grabbed the attention of both people and media. This
video campaign was gone viral by word of mouth and word of mouse (pg.no. 546 Kotler, & Lane,
2008). Dove's successful

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Brand Loyalty Case Study
4. Brand Loyalty: Aaker (1996) defined brand loyalty as the attachment of a customer to a brand.
According to the attitudinal perspective, brand loyalty is defined as a deeply held commitment to re–
buy a preferred product or service consistently in the future despite situational influences and
marketing efforts having potential to cause switching behavior (Oliver, 1997).From the behavioral
perspective Odin, Odin and Valette–Florence (2001) suggested that the customer who buys the
brand systematically is considered loyal to this brand. Authors may differ in defining the brand
loyalty but they all agree on the importance of focusing on loyal customers and trying to increase
their number and their loyalty. Managers know that loyal customers do buy more with willingness to
spend more, are easier to reach and act as an advocate for the brands' firms (Chaudhuri and
Holbrook, 2001; Odin, et al., 2001; Oliver, 1997).
Brand Equity and the Signaling Theory
Erdem and Swait (1998) criticized the work of Aaker (1991) and Keller (1993) as they neglected the
... Show more content on Helpwriting.net ...
Years ago firms used to depend upon popular bloggers and celebrities to create much notice for their
brands but nowadays the effect of "everyday" consumers could have even larger impact on the
equity of their brands (Wong, 2014).
WOM is defined as the "informal communication behavior about the experiences with speciﬁc
services, products or the characteristics of the providers that the consumers exchange among each
other" (Kiss and Bichler, 2008, p.2). The power of WOM could be positive or negative according to
the degree of satisfaction or dissatisfaction of the consumer with the product/brand, and this positive
power could have a positive impact on sales and market share (Kiss and Bichler,

Review Of Related Literature Of Starbucks
Related Literature Truell, Allen, Milbier, & Michael (2007) said that promotion is one of the four Ps
of marketing – price, product, place, and promotion. Promotion is generally thought of as a
sequence of activities designed to inform and convince individuals to purchase a product, subscribe
to a belief, or support a cause. All of the various tools available to marketing managers for
promotional activities constitute what is known as the promotional mix. The promotional mix
includes advertising, personal selling, public relations and sales promotion.
According to Ingram (2009), advertising on the coffee shop's premises is a must for coffee shops.
All coffee shops should have a facade that clearly distinguishes the establishment for what ... Show
more content on Helpwriting.net ...
On their website, on Facebook, on Twitter and in their blogs: individuals are encouraged to express
their experiences with Starbucks history, and the company strives to "personally" join in the
discussions.
The Starbucks marketing strategy has always focused on "word–of–mouth" advertising and letting
the high quality of their products and services speak for themselves. For years, this has been
uniquely Starbucks, and it has played a huge part in making Starbucks Coffee Company a success.
The definition of social media viral marketing speaks to this new word of mouth that Starbucks has
run with and made their own.
There is another coffee shop, the Indian Coffee House, which has been solely dependent on word–
of–mouth advertising until now. It has been hugely successful because its patrons either blog about
it and spread the word or suggest it to their friends. And the role of marketing communication in this
case would be thus remind the consumer of the rich heritage of ICH by extending their word of
mouth strategy through tools such as PR, social media and good will of the patrons. ICH marketing
communication will worked for the overall goals of the business by developing strategic campaign
and helping ICH to increase sales, retain existing customer with their quality service and help the
brand gain credibility solely through word of mouth. Also ICH used public relation to encourage
customer experience with the shop (V. Pithwall,

An Analysis of the Writing Center
Writing Center Woes 1 Running Heading: AN ANALYSIS OF THE WRITING CENTER Writing
Center Woes Lesley R Taylor Moore BUS 600 Management Communications with Technology
Ashford University Week 6 Dr. Charles Nichols October 3, 2011 Writing Center Woes 2 When
writing for school projects whether for a presentation to just too simply fulfill a requirement for the
class one must utilize all avenues and resources to ensure the paper is well written and executed
according to the guidelines of the school as well as the instructor. During this course, I chose to do a
little research and analysis on Ashford University's writing Center. In my reviewing of the writing
center, I did find that it was ... Show more content on Helpwriting.net ...
What I recall about the center during my time there was the program was tailored to the different
programs available. For instance I majored in communications and for my program the writing
center was designed around that major. In looking at their website recently, I notice that their center
has really evolved, it is no longer tailored to the specific programs but it has been revamped to
reflect that the standard of writing styles are universal and provides more access to things that would
not only assist with the basics of writing but will assist in the progress of everyday life such as
resume writing, re–familiarization with writing in general. In their introduction "The Learning
Studio 's mission is to maximize student potential by promoting independent learning through
shared responsibility. What does this mean? It means that we won 't do your work for you, however,
it does mean that we are fully committed to helping you be successful at Columbia by going over
your course work with you, by helping you perfect study strategies, and by providing workshops to
enhance your experiences in and out of the classroom." (Colum.edu) Writing Center Woes 5 the
disadvantage is that the learning center isn't available online for self instructed students. This brings
me back to my question what will set the various writing centers apart

Internet advertisement has its own uniqueness. The main...
Internet advertisement has its own uniqueness. The main thing about it is how it displays the
advertising. It has more quality when compare with other printed media. It is because internet
advertisements create content similar to the thoughts of human minds to influence consumers.
Uniqueness about internet advertisement is that user's cannot avoid it because it automatically
appears on web page. They don't need to browse or search for an ad it is very important to study the
consumers' attitude towards online marketing. Advertisement content is a very important factor to
create positive or negative attitudes towards online advertising. (Ng Ka Po, 2006)
Online Advertising is a gift for marketers. They can send online commercials and read the ... Show
Some people also call it word of mouse communication through internet. Viral marketing also
includes referral marketing, organic marketing and network marketing. Viral message spreads
between people when the first person who like he ad and shares with others. In the similar way
when others like the ad they share with their friends and family. In this way the viral message gets
famous and popular within short time. (Wilson, 2000)
In the past, mostly viral messages were generated y accident. Viral messages got so success that
markets started designing it. Some people think that viral message and advertising are done only
through email. But the truth is that we can see viral advertisements not only on email but on blogs
and social network websites also in the form of text messages, short clips and graphics. (Banna,
2000)
Viral objects can also be known as those things that target users and pass by them. It is kind of a
blinding strength because it spread blindingly all over the internet or social media. It can also use the
mobile phone as a platform to target consumers. Viral objects are platform through which viral
messages are spread like websites, blogs and social media. When viral message spreads on these
platforms we can also easily calculate them. The term word of mouse is not an accurate word for
viral marketing because these kind of messages to not use electronic or

Viral Marketing
viral marketing understanding the concepts and benefits of viral marketing
WHITE PAPER
W H I T E PA P E R : V I R A L M A R K E T I N G
TAblE of ConTEnTs
The concept behind viral marketing .................................................................................3 word–of–
mouth ................................................................................................................3 enter the internet
............................................................................................................3 Viral marketing defined
.........................................................................................................3 Why viral marketing ... Show
It is word–of–mouth delivered and enhanced online; it harnesses the network effect of the Internet
and can be very useful in reaching a large number of people rapidly."
©2008 MindComet Corporation
3
W H I T E PA P E R : V I R A L M A R K E T I N G
WHy vIRAl mARkETIng
The proliferation of marketing and advertising, coupled with the onslaught of millions of media
channels in today's world, has given cause for consumers to tune out and effectively avoid a great
deal of traditional supplier driven messaging. The creation of technologies such as PVRs, satellite
radio and Internet ad blocking software are driving a fundamental shift in the way the public
consumes media and the advertising often tied to it. Television ads, radio spots, online ads and even
emails are facing increasing competition for effectively capturing the viewer's attention and provide
positive ROI for the marketer. This competition, coupled with the rising cost of media buys, has
caused marketers to search for an alternative means to reach the customer. Viral marketing is an
attractive solution because it utilizes the free endorsement of the individual rather than purchase of
mass media to spread the word. Because the distribution model is free, viral can potentially be lower
cost and more effective than traditional

Social Media Has Become An Essential Part Of Our Lives
In today's society social media has become an essential part of our lives. We check our accounts
every chance we get regardless of where we are at. Everyone is a victim of social media as it is not
only part of the American culture but is also seen worldwide. One big component that makes social
media into the giant it is today are viral videos. New viral videos often come up on a daily basis
especially on platforms such as twitter in which they cover a range of topics such as a funny target
ad to a kid on the streets of New York with an amazing ability of creating a beat with a couple of old
pots and pans and a pair of drumsticks. There are a countless amount of great videos that have come
from going viral, but there are also those that ... Show more content on Helpwriting.net ...
In today's society this media becomes viral at its full effect on social media platforms, most
specifically twitter and facebook as with one post or retweet can cause a chain reaction to even
further distribute the content to expand the audience. Virality is often achieved due to its "power to
evoke emotions in a visceral way" as well as "tell us whole stories in a fraction of the time reading
text would take." ("The Social Media Wildfire.") The concept of viral media is not subjected to only
a certain group of people but is rather extended to others even if they are not on social media as in
many cases videos that have made it onto international news channels. What makes viral videos
"viral" does not exclude anyone but is rather meant for a large audience due to it being known for
"breaking down cultural barriers by allowing people all over the world to witness significant or
interesting events for themselves." ("The Social Media Wildfire,." 2015) With this viral media
revolution, many people see it as a chance to change their lives, socially, but viral fame is most
notably connected to a new financials status as well. By seeing other people go viral it would start
this belief that by going viral, you have made it, which creates this sense of achievement in regards
to their social life. There have been plenty of good and bad examples of this but one that stands

Hiv / Aids And Aids
Introduction
The African continent represents 12% of the worlds population, but Sub–Saharan Africa
disproportionately represents nearly 70% of the worlds HIV cases (1). Within that, it has been
estimated that there are 6.1 million people living with HIV/AIDS in South Africa, which is the
highest number from any country in the world (2), and represents 17% of the global burden of HIV
infection (3).
HAART has been the mainstay of treatment for HIV in industrialised countries since the 1990's (4).
Since its widespread introduction, it has changed the course of the epidemic dramatically and
improved survival and quality of life of people living with HIV/AIDS (5). HAART consists of three
different antiretroviral drugs, given in combination.
In 2013 the World Health Organisation (WHO) released its updated guidelines for the use of
HAART in HIV/AIDS (Appendix 1), providing recommendations for policy and decision makers
for more widespread use of HAART (6). These guidelines also raised the recommended threshold
for initiation of HAART from CD4<350cells/mm3 to CD4<500cells/mm3 in asymptomatic patients
(6), with a note that priority for starting treatment still remained with individuals with lower CD4
counts (<350cells/mm3). Despite this continuing expansion of HAART eligibility, uptake remains
low in many places, with only 54% of those eligible for HAART with a CD4<350cells/mm3
receiving it worldwide (7).
Low and middle–income countries, like South Africa, are faced with the

The Marketing Strategy Of Bud Light 's Super Bowl
There are different ways on which brands can reach their customers and connect with them. Online
Screen channels are becoming of main interest for brands to advertise in. From this, Youtube has
become one of the main platforms on which brands decide to promote their content, not only
because it is cost–effective, but because it can achieve a high impression by reaching a large
audience. Different campaigns such as Volvo's "The Epic Split"and Carrie's Telekinetic café prank,
prove the efficiency of such platform, and how different brands can take advantage of this to achieve
viral marketing, such in the case of Bud Light's Super Bowl "Up for whatever" campaign. The way
in which the business approaches the consumer by taking advantage of ... Show more content on
Helpwriting.net ...
Trimble (2014) states that 'With online video quickly becoming a key means for people to satisfy
their information a entertainment needs, small businesses that fail to include it in their internet
marketing strategies will do so at peril.' But this is not true only to small businesses, Larger
businesses that don't take advantage of this, will lack the presence that other business have by
implementing this advertising strategies.
"As Audiences, platforms, channels and devices continue to fragment into ever–more–spe– cific
niches, earning people's attention has become ever more challenging. To find audi– ences and break
through all the noise, brands must create content that seek out, love, and share with others" (Jarboe
2011, p.455)
In September 2013, Volvo released "The Epic Split" as part of "The Live Test Series" to pro– mote
their truck range. It Features Jean–Claude Van Damme performing a split between two Volvo trucks
going in reverse to promote their new dynamic steering system. The nature of this stunt became of
attention to social media and quickly went viral. With 25 million views on its first week on youtube
and currently with more than 78 million views, the campaign was a success. Forsman & Bodenfors,
The agency behind the campaign reports in their case study a 1870% fan base growth in youtube
and a 1375% in Facebook as a result of

Prepersonal Literature : Literature Review Of Viral Marketing
Literature review
Definition Viral Marketing
The term 'Viral Marketing' describes the phenomenon by which a marketing technique that uses
preexisting social networking services and induces websites to pass on marketing message to other
users and sites that creates a potential exponential growth in brand awareness and to achieve
marketing objectives. It is a marketing strategy that focuses on broadcasting brand image and
awareness hence motivating a buyer to purchase a product even though it might be more costly than
other products. Kaplan and Heinlein (2011) further define it as an 'electronic word of mouth'
whereby a form of marketing message is related to the company brand or product which is conveyed
in an exponential growing way, mainly by the use of social media and websites.
Viral marketing has many different dimensions but only 4 of them appear to be the most relevant
and dominant;
1. Solicitation
First of all viral marketing may be offered with or without solicitation and may or may not be
sought. De Bruyn and Lilien (2008) and Phelps et al. (2004) all suggest that while consumers often
find that unsolicited commercial messages coming from a company irritating, information about a
company is not considered 'junk' if it comes from someone they already know an example Pepsi
using Mohamed Salah in their commercials to attract their Egyptian customers. This is because the
consumer assumes that the person passed along the message for a reason. East et al discovered

I Can 't Breathe ( Barghi )
On February 26, 2012, a 17 year–old Black teenager was shot to death in Florida. His name was
Trayvon Martin and he was shot when returning from a store. He was a junior at Dr, Michael M.
Krop High School and lived with his mother and older brother in Miami Gardens, Florida. His last
words were "What are you following me for?"(Barghi). On July 17, 2014, an elderly Black man was
choked to death in New York. His name was Eric Garner and he was harassed for the acquisition of
selling single cigarettes out of packs without tax stamps. He had six children and was described as a
neighborhood peacemaker. His last words were "I can't breathe"(Barghi). More recently, on August
9, 2014, a 19 year–old Black teenager was shot to death in Missouri. His ... Show more content on
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One common trend throughout these unfortunate events is the way that the media perceives African–
Americans since the beginning of slavery until the present day and age, and how society as the
audience connect and react with the portrayal of controversial events.
There are many information outlets today that help set the perception of Blacks in society. Social
media websites such as YouTube and World Star Hip Hop often hosts videos that show blacks as
animals. Viral videos, such as "Sharkeisha", DcyoungFly's videos, "POP Hold It Down", and more,
only portray Blacks as ignorant and violent. About four years ago it only took 220,000 views to
make a video viral, but today a viral video will have at least 1.5 million views (Fiorentino). This is
significant in that for every viral video showing Blacks in an unfavorable light, there are at least 1.5
million people reaffirming negative stereotypes and perceptions of Blacks today. There aren't many
viral videos that portray blacks that go to college and become doctors, professors, scientist, or the
president. Within their community, Blacks have grown and taken large steps from where they were
made to start. However, society continues to disregard these advances and return them to a less–
than–human status.
The media often presents Blacks in a negative light, especially when reporting to the mass public.
Many things that are shown on the Internet or the television have been edited to show people in an
unfavorable way. The news is

Case Analysis Of Senz
As part of its promotional strategy, Senz needs to build awareness of its products' benefits, establish
the Senz brand name, and influence umbrella purchasers to buy its new asymmetrically designed
high–tech umbrella. Umbrellas are not a new invention. People have been buying umbrellas for the
past 3,000 years. Senz must adopt a second mover strategy that improves on the standard raindrop–
shaped, rib–reinforced design, which dominates the market today. However, the patented
asymmetric shape of the Senz Original and the Senz Mini are so unique, rapid penetration of the
market is essential to take advantage of its place in the market as a first mover. First, Senz must
demonstrate that it can serve the needs of potential buyers by informing them ... Show more content
on Helpwriting.net ...
The promotional campaign should focus on the asymmetric design that automatically adjusts itself
to the best position based on the direction of the wind. Although, Senz should be ready to handle
technical problems and accept financial losses in the introductory stage, it should set up the
company to for a prosperous growth stage.
Senz should seek a public figure to provide user testimony to increase the advertising readership and
communicate Senz's promotions. Examples could be: a high tech design leader, such as Apple's
Johnny Ive; Emma Watson, a celebrity trendsetter; or a high–fashion sports figure like Cam Newton.
After it gains traction in the marketplace, the Senz umbrella should be marketed under a moderate
price to people who live new and innovative lifestyles.
Purchasers of this shopping product will collect information prior to, or during the buying trip, so
communicating the features of the Senz design is essential during the product release. The Senz
umbrella sales display and packaging should emphasize the quality construction and its performance
in bad weather, citing wind tunnel tests at the Delft University of Technology. To reassure
consumers, Senz will offer a 30–day trial for all of its

Burger King 's Successful Fast Food Restaurants
Burger King is one of the most successful fast food restaurants in the world. Burger King has been
very effective in applying their strategic vision and mission statement to build their brand. The
leadership team has positioned Burger King for a path of continued domestic and international
growth, because of a strong brand recognition and quality products. Burger King uses two generic
strategies to deal with competition, they are differentiation and cost leadership. Cost leadership
within Burger King is essential to minimize costs. This allows Burger King to control margins and
operating costs. For Burger King to offer such competitive prices, they have to reduce operating
costs, but at the same time they need to provide a quality product that the customers want. Burger
King also uses a differentiation strategy. A good example would be the way they grill their products
and the specific techniques they use for products such as the "Whopper". The marketing teams has
also formed slogans such as "Have It Your Way" and the most current slogan "Be Your Way". These
slogans attempt to form a differentiation pattern in the consumer's minds. These marketing slogans
are also used to attract new customers especially in the competitive market such as the fast food
market. These techniques have allowed Burger King to reach out to new and current customers.
Burger King uses a pricing strategy that is based off of their successful cost leadership techniques.
This is a vital component to

Understanding Couples Hiv Testing And Counselling Essay
Literature Review
1. Overview Couples HIV Testing and Counselling
HIV Testing and Counselling
HIV antibody tests were first issued by the World Health Organization in 1992 (WHO, 1997), since
then with frequent update of recommendations, HIV testing and counselling continue to be the
gateway to HIV prevention, essential treatments and cares (Fonner et al., 2012, WHO, 2012b).
However, globally not more than half (49%–58%) of people living with HIV knew their serostatus
(WHO, 2015b). To address this gap, a new global 90–90–90 target calls to reach at least 90% of
people living with the virus to know their HIV status by the year 2020 (UNAIDS, 2014).
To achieve the goal, both client and provider initiated service deliveries are implemented in various
countries to increase access for HIV testing and counselling. Despite these efforts, the uptake of
HIV testing and counselling vary across countries and different population groups (WHO, 2014).
Overall in high HIV prevalence settings, HIV test uptake by men is very low as compared to
women. The variability could be due to the fact that in most countries, HIV testing and counselling
services are conducted at reproductive health or antenatal care clinics (WHO, 2015a).
Couples HIV Testing and Counselling
In the last couple of decades, President's Emergency Plan for AIDS Relief (PEPFAR) support for
African countries has been tremendous to increase different models of outreach to prevent HIV
infection. Couples based HIV prevention

The Goals And Objectives Of The Company
What are the goals/objectives of the company in this situation? Hathaway Jones is a high–end
clothing retailer that despite grossing in $5 Billion dollars in sales in 2006, hardships still threatened
the well–being of the company. Fred, who had an extensive background with luxury brands and
immaculate credentials, was employed to tackle these issues and revamp the Hathaway Jones image.
His aggressive nature made him hit the ground running implementing a cost–saving outsourcing
strategy which improved profit margins, merging closer to industry's standards. Plans to redefine
Hathaway's market towards younger adults, offering trendier affordable clothes was the next task
Fred wanted to deploy in efforts of changing the brands image. Since China presented a 70% annual
growth rate in luxury goods, it became a highly attractive market for Hathaway's new image. To
access the Chinese market, hefty investments were made to open up a chain of new stores in
Beijing, Guangzhou, and Shanghai. With this project almost approaching its debut, Fred was put to
the quest to recruit a winning team to handle any and all challenges that may come by and ensure
the success of this lucrative market. What is it that the company wants to achieve? Before the
company takes any action, it should be clear on what it is trying to accomplish. Statement of Issue:
What is the issue that needs to be decided in this case? Describe The need to find a highly qualified
candidate to manage the

The Utilization of Flash Mob and Viral Marketing as a...
The utilization of Flash Mob and Viral Marketing as a Promotional tool: A Case Study of Mizone
Product.
By
Adlina Nufikha
009201000017
A thesis proposal presented to the Faculty of Communication President University in partial
fulfillment of the Qualitative Research Communication Subject Assignment, Concentration Public
Relations
May 2012
CHAPTER I
INTRODUCTION
1.1 Background of Study
In recent years, with the innovation of promotion tools, print media and broadcast media that know
as main promotional tools have a new challenged, as many new promotion tools that appear with the
uniqueness and the power to attract and influence people .Generally speaking, the majority of
companies has started to use new forms of promotion ... Show more content on Helpwriting.net ...
The audition is aimed to invite people become a part of the star advertisement.
1.3 Problem Identified
Flash Mob is the activity that conducted by the community which assemble in public area and make
a unique and attractive movement. But, in fact Flash Mob could lead curiosity of a people. We have
been introducing with modern social media such as Facebook, Twitter, and YouTube.
Flash mobs use viral marketing techniques or simply word Flash Mobs use social media and
technology to aid the viral process, where viral marketing would involve an effort to spread an idea,
knowledge and information by encouraging people to pass on the message that companies or
organization want to spread. Social media such as Facebook, Twitter, and YouTube become tools in
spreading the initial plan for a flash mob.
There is an aspect of Flash Mob that makes it productive as a promotional tool. If we are looking at
the number of participant and also the number of the viewer of Flash Mob, it can conclude that
Flash Mob as promotional tools was success to encourage people. Based on description above, it

attracts my curiosity in studying how does Flash Mob and Viral Marketing play a role as a
promotion tool.
1.4 Statement of Problem 1.4.1 Topic : This research is about describing Flash Mob and Viral
Marketing as promotional tool.
1.4.2 Question : 1. How do Flash Mob and

The Pros And Cons Of Viral Publicization
INTRODUCTION
Viral marketing, viral publicizing, are buzzword referring to advertising methods that use existing
social media, internet and other technologies to try to produce booms in brand awareness or to attain
other marketing objectives (such as product and service sales) through self–replicating viral
practices, similar to the spread of bugs or computer viruses ( Online memes and memetics). It can be
delivered by conversation (word of mouth) or increased by the network effects of the Internet and
mobile networks. Viral publicizing is personal and, while coming from a known promoter, it does
not mean corporates pay for its circulation. Most of the known viral commercials circulating online
are advertisements paid by a known sponsor firm, launched either on their own platform
(corporation website or social media profile) or on social media web such as YouTube. Clients
receive the page address from a social media network or copy ... Show more content on
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The most frequently utilized broadcast medium for viral uploads include: Sharing or spreading
(Pass–along), incentive viral, trendy based, and undercover marketing. However, the imaginative
nature of viral marketing permits an "endless amount of potential forms and vehicles the messages
can utilize for broadcast", including mobile devices.
The ultimate objective of marketers interested in creating effective viral marketing programs is to
create viral messages that appeal to individuals with high social networking potential (SNP) and that
have a great probability of being presented and viral by these individuals and their rivals in their
communications with others in a short period of interval
The term "viral marketing" has also been used negatively to refer to stealth marketing campaigns–
marketing strategies that promote a product to public without them knowing they are being
marketed

Smirnov Vodka Empire in The King of Vodka
Although "the King of Vodka" concerns itself with a different time period and a distant land, the
history of founding and eventual disintegration of the Smirnov Vodka Empire seems resonant in
today's business environment. The famous brand was built in one of the most tumultuous periods in
Russian history, yet the founder had struggled with many of the same business problems we see
today.
In 1831, Pyotr A. Smirnov was born to illiterate Russian serfs in a village so remote that walking at
night required clanking metal sticks together to scare off the wolves hidden in the forest. Smirnov
spent his childhood during one of Russia's worst cholera epidemics. However, vodka was his ticket
out of this peasant life. Settling in Moscow during the reforms that began with emancipation, his
genius grassroots marketing popularized his products and established his brand. His life became one
of privilege. His ascent would have continued uninterrupted had it not been for a series of
devastating labor strikes, social uprisings, and a government imposed vodka monopoly. Ultimately,
the Smirnov lost it all, as victims of the Bolshevik revolution and the chaos it unleashed.
Fortunately for Smirnov, his family was ambitious. The success of uncle Grigoriy who made enough
money to buy his own freedom inspired a young Pyotr to move to Moscow and pursue his own
liberation. It was from Grigoriy that Pyotr was inducted into the world of entrepreneurship.
Smirnov's story is one of fierce

Transmission Of Human Immunodeficiency Virus ( Hiv )
Huge strides in the United States in controlling the rate of transmission of human immunodeficiency
virus (HIV) has been made resulting in a significant decrease of its incidence since the epidemic
advent. During the epidemic's height in the 1980s of the United States, the CDC estimated its
incidence at about 150,000 new infections per year. This figure plateaued and dropped significantly
during the 1990s due to introduction of highly effective antiviral treatments and due to a overall
public cultural shift with promotion of HIV education, HIV testing, and condom use, especially
among the LGBT community which was affected disproportionately by HIV infection. However,
during the 2000s, a small, growing trend of incidence rates was seen, ... Show more content on
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It was estimated that between the years of 2006 and 2009 alone, the number of new HIV infections
among all 13 to 24 year olds due to male–to–male sexual contact increased from 61% to 71%,
respectively. This has many implications for public health efforts because previously those most
affected by HIV infection were adult men who have sex with men (MSM). The current research and
work to reduce HIV is therefore mainly aimed at the MSM population, which may not translate to
curbing infection rates in YMSM. In fact, studies that have looked at individual risk factors (i.e.
unprotected anal intercourse, or UAI) seen in MSM populations as associated to increased risk of
HIV infection among YMSM have found large inconsistencies. Current theories in the literature
suggest that individual characteristics, social norms, and behavioral patterns within the YMSM
population are highly interrelated and evolving, and individually can not predict accurately who
among the YMSM population is at most risk. One particular compounding variable is the growing
use of technology. YMSM are using technology (i.e. GPS compatible smartphones) to seek sexual
partners which is largely changing their constructed social environment and relationship patterns.
Therefore, there is a call to use a more multivariate model of risks to better understand useful
preventative strategies to

The Integrated Marketing Communications Textbook
Chapter seven of the Integrated Marketing Communications textbook was discussed in great detail
during weeks nine and ten of the semester. This section of the book addresses how online and
interactive communications play a vital role towards interactions in the modern world. The goal of
this chapter is to effectively incorporate online advertisements to deliver messages to dedicated
consumers. Over the course of this paper, it will become clear as to how a current news article
applies theory from lectures and the textbook to enhance online communications. The Globe and
Mail newspaper article depicts a Toronto police officer using Twitter to encourage students to treat
one another with respect, demonstrate to adults that not all cops are bad people, and emphasize the
importance of online communications in a technologically developed society. Officer Chris Boddy's
objective is to show respect and interest in the lives of others, to create a positive reputation for
himself and his police force.
Theory from chapter seven of the textbook explains that generation Y, those between 18 & 34 years
of age, are relying on online sources of media to obtain knowledge and understanding of what is
currently happening around the globe. Statistics Canada explains that 95% of Canadian households
have access to the Internet, with a monthly average of 45 hours spent online. Outside of the home,
citizens of all ages have access to online sources of media through tablets, smartphones and

Why Did Sodastream Fail In Advertising
Scarlett Johansson's Sodastream ad fails on a number of levels in its bid to become a viral marketing
sensation. The first major issue that occurs during the advertisement itself is Scarlett's statement to
the effect of "how do I make this go viral?" I believe that the use of this statement alone was enough
to end the ads chances of going viral, as nobody feels comfortable sharing a video that doesn't feel
genuine in its attempt at reaching consumers. It similar to one of this generations major problems
with advertisements that fail to feel like anything more than a hollow attempt to sell a product. The
other examples given don't explicitly ask to go viral (with the exception of the second most poorly
received video, Jennifer Anniston's Smartwater), and they all received millions of extra views and
feel more authentic as a result. The message or goal should never feel forced in any advertisement,
and Sodastream certainly failed in that regard. A second issue with this ad is the belief that it had
any of the characteristics to support a viral campaign. The message fails to provide any social value
as the consumer doesn't learn anything new or exciting about the product or the brand, and the ad
fails at giving any chance or reason for engagement. Everyone understands Sodastream and ... Show
He sets it up, quickly, to show that the process is simple, and hurriedly produces some Sodastream
soda with just a glass of water and some of their syrup. He brings it back out to dinner, and
Jennifer's character is shocked and thoroughly impressed with the quality. Dave, now feeling
confident, continues the date and does far better than anyone would have expected up until this
point. We are left with a happy scene at the table, and a shot of the Sodastream box laying on the
floor, knowing that it was this that saved the date and helped to give Dave the confidence he

Advertising and Big Beer Ad Essay
Tutorial Questions – Week 8 1. What factors influence the perceived credibility of an informal
information source? List and discuss factors that determine the credibility of formal communication
sources of product information.
The perceived honesty and objectivity of the source of communication has an enormous influence
on how the communication is accepted by the receiver. The major factors are perceived intention of
source, correct use of celebrity endorsements and the appropriateness of the spokesperson with the
content of the message. 2. What are the implications of the sleeper effect for the selection of
spokespeople and the scheduling of advertising messages?
The sleeper effect is the tendency for persuasive ... Show more content on Helpwriting.net ...
This type of marketing is called viral as it allows the message to spread like a virus. Some examples
of this are the Carlton Draught 'it's a big beer' ad, which premiered on the Internet and now has had
over 3 million views. Social networking activities driven by sites such a YouTube and Facebook
have also had an important impact of the effectiveness of viral marketing, for example the Carlton
'it's a big beer' ad can be viewed on YouTube.
On the other hand, according to Nielsen Media Research it would appear that popular FM radio
stations and ABC radio stations appeal to two very different audiences, with 33% of over 55
listening to 3AW Melbourne and closely behind are the ABC stations for that age groups. 6. You are
the marketing manager for a headache remedy. Your advertising agency has just presented you with
two different promotional strategies, one using a humorous approach and one taking an "agony"
approach. Which approach would you adopt? Why?
As a pharmaceutical company we would choose the "agony" approach as these commercials are run
with great success because they appeal to a certain segment that suffers from aliments that are not
visible, which therefore elicit little sympathy from family and friends. Complaints are legitimized by
commercials, which they immediately identify with.
7. You are a promotions manager working for the Australian or your home government.

Notes On The And Hiv Counselling
NACP and HIV counselling
NACP began in 1987, as an Indian health ministry initiated surveillance taskforce, after the first
Indian HIV case was reported. Since then, it has extended its role to provide HIV services (IAVI,
2005; Singh et al., 2005). In 1992, the Indian Health Ministry set up the National AIDS Control
Organisation (NACO) as a separate wing to implement and closely monitor various components of
the programme (Singh et al., 2005; NACO, 2015b). Services provided under this programme trickle
down to states and districts through their respective AIDS Control Societies supported by non–
governmental organisations (NGO). NACP was also responsible for targeted interventions aimed at
facilitating behavioural change in HRG communities ... Show more content on Helpwriting.net ...
An integrated counselling and training centre (ICTC) is a place where VCT services are provided to
the clients who are either referred or walk in voluntarily to the centre (NACO 2004). An ICTC links
the client with a range of services such as family planning, financial access, treatment and care,
legal support, community and peer support, employment services and even with spiritual support
centres (NACO, 2006). Being diagnosed HIV–positive and coming to terms with this knowledge
has profound emotional, social, behavioural, and medical implications (Bharat, 2011; NACO, 2004).
Counselling aims to support the HIV positive clients in understanding the disease; making them
aware of their rights; and empowering them to lead a healthy life (Avert, 2014b; NACO, 2004). In
India, most public health facilities have an ICTC, totalling 15,606 in number (Planning
Commission, 2011), along with several stand–alone, private and mobile ICTCs (NACO, 2004).
An HIV counselling session is required to follow certain guidelines and code of ethics. The HIV
counselling guidelines, laid down by WHO (2007), aim for a voluntary; non–coercive; confidential;
and cost–effective approach to provide information, education, and communication (IEC) to the
client, while the Unicef's code of ethics outlines the fundamental values of HIV counselling:
integrity and

Benefits of Viral Marketing to Companies in the 21st Century
To what extent is 'Viral Marketing' beneficial to companies in the twenty–first century?
Viral marketing is one of the most significant tools contributing many benefits to businesses in the
twenty–first century. Due to the development of internet commerce, computer networks allow
people to have an opportunity to select interesting information for them. As a result, the decrease in
consuming information through TV, newspaper and radio while the consumption of online
information has a dramatic increase. The reason why the internet has become popular is internet not
only provides specific information to user but also have many programs which helps user to
communicate in online social networks such as Facebook, Tweeter or YouTube. (Weber, ... Show
et al.,2003) This framework of viral marketing is outline the influence of human behavior in
marketing which is evolving in the twenty–first century.
The changes of human behavior in receiving information in the twenty–first century causes
businesses to use viral marketing. At present, consumers are more convenient to access to the
information because of the development of technology. To require the information is only search in
the internet by using computers, laptops or even mobile phones as most mobile phones can access to
online networks. Since the abundance of access to the information and numerous social networks
that influence consumers make a decision to buy a new products or services by asking individuals
network in the online communities or entering keyword into the Google search bar instead of
watching advertisement. In an article by Leboff (2012a), customer will make a decision based on
consumer word of mouth by referral or online search. This means, if there are abundance of positive
word of mouth in the internet and prospective customers can reach that information, there is a
potential to convince prospective customers to buy products or services. Therefore, businesses
should provide customers with appropriate space to comment, post some article, podcasts and video
in website or other social networks which

Lit Review
We live in a world where advancements in technology are constantly changing, people are
connected to each other almost every waking minute of the day, and our social lives are of the
upmost importance. We can look throughout history and see how big business has always found its
way into the next great technological advancement, and now is no exception. The sudden burst of
social media websites onto the scene has created an avenue for business to target specific and large
amounts of people. This literature review will discuss just how companies have altered their
marketing ways to keep up with the times in an every growing industry where the competition level
is set exceedingly high. It will then narrow down to how different marketing ... Show more content
on Helpwriting.net ...
This campaign was executed perfectly because of the way it made people want to forward the video
to other people within their social network. Perception of content quality within a video is based off
three things control, inclusion, and affection (Southgate, 102). The KONY 2012 video posses all of
these traits mainly focusing on inclusion and affection in a way that makes the user feel as if they
are part of something bigger and want to share this message with his or her peers. Quality perception
can also be broken down into two categories: content quality perception and content empathy
perception (Southgate,102). KONY 2012 most certainly falls under the content quality perception
because of the intent in which people decided to share it with was to provoke strong feelings to the
recipient, while empathy is forwarding a video with the expectation of feedback from the recipient.
Other campaigns such as Old–Spice's YouTube video campaign that portrayed actor Isaiah Mustafa
an over–dramatized manly man, relied on extreme humor and comedic violence to intrigue
consumers (Chen) . This campaign started in February of 2010 and only 4 shorts weeks after it
launched, Old–Spice body–wash sales went from 27% to 107% mainly due to the campaigns
electronic word–of–mouth

What Additional Confirmatory Tests Should Be Done?
1. If HIV–seropositivity is detected, what additional confirmatory tests should be done? List 3 tests
and describe their principle.
Western blotting – In Western blotting first, the macromolecules have to be separated via gel
electrophoresis. The molecules now separated by electrophoresis are blotted onto either a
nitrocellulose or a polyvinylidene difluoride (PVDF) membrane (a second matrix). To inhibit the
binding of nonspecific antibodies to the membrane surface it is subsequently blocked. Then a
complex is formed (a probe) from the protein that was transferred and an enzyme linked with an
antibody. The enzyme is supplied a substrate then the 2 together should create a product e.g.
chromogenic precipitate that can be detected. Detection methods with most sensitivity use
chemiluminescent substrate because light is a by–product of the reaction between the substrate and
the enzyme. The output of the light can be measured using a CCD camera or on the other hand,
antibodies that have been tagged with fluorescents that are detected with a fluorescence imaging
system can be used (Thermo–Fisher Scientific 2015).
Real–time PCR – In RT PCR fluorescent markers are added to the components of the PCR to help
monitor the reaction in real–time. During the reaction, the fluorescent markers exhibit a signal that
is relative to the quantity of DNA or RNA that is amplified. Probes or primers (are sequence–
specific) that can bind with DNA are fluorescently labelled and used in RT PCR.

Advantages Of Viral Marketing
INTRODUCTION
Technology and information have growing rapidly in recent decades led to the increasing number of
new media that support the means to communicate. It is considered as a new era of communication
and information. The massive scale of development gradually continued to be used by many parties,
especially in the process of dissemination of information via internet. Everyone use the internet to
distribute information and news to other people. The phenomenon of Internet usage is evidenced by
the increasing number of internet users in the world, especially in developing countries. Based on
data obtained from the International Telecommunications Union (ITU), the internet user in the
developing countries is almost 2.5 billion users compared ... Show more content on Helpwriting.net
...
Then, according to Dahan (2012) quoted by Snyder (2004), viral marketing is "a type of word of
mouth marketing technique used on the internet". Viral marketing can encourage customers to
communicate with each other in order to offer product or brand under consideration. Viral marketing
concept, which was first used by Steve Jurvetson and Tim Draper, is defined as "a word of mouth
marketing technique used in relation to a brand, product or service similar to the spread of viruses
on social networks on electronic media" (Comet, 2006; Dahan, 2012; cited in Akyol, 2013). In
conclusion, viral marketing can be defined as a word of mouth marketing technique that use internet
as a social networks media to spread information related to our products or brands.
Viral marketing is different with other marketing strategies. The difference is that it has an authentic
content that provokes individuals. Individuals share this creative content due to its authenticity on
electronic social networks and thus, this content reaches millions of people by being communicated
from one individual to another on social networks (Wilson, 2005; cited in Dahan, 2012). This
content, which spreads like a virus very fast from one individual to another, increases awareness
even if it does not affect the sales of the related brand, product or service instantly (Dahan 2012,
cited in Akyol,

Evian Case Study
Recommendation
Possible Potential
Due to sudden hit of recession in the year 2009, Evian had to lose most of its market share. The
status which was built by Evian for water bottles was huge and tremendous. The limited edition
bottles made by Evian were specially designed by Jean Pual Gaultier and Haute Couture, which are
amongst the renowned designers in France. From this we could understand that Evian had a great
marketing potential but it lacked in some of its marketing strategies.
The possible potential of Evian's viral marketing can be explained as below:–
A. Roller skating Babies advertisement
The roller skating advertisement which was featured by Evian was a huge hit. This ad received
around 73 million hits which hold Guinness world ... Show more content on Helpwriting.net ...
Social Media Marketing
1. Facebook: – It is one of the most visited website amongst all social media modes of
communications. Every third person is on facebook, which makes in itself a huge place for
marketing any new product or campaign. According to our study Evian should opt for unique
membership on facebook as early as possible. Thus this will give them a quality members and the
brand would be able to maintain its status symbol. The brand should not be embarrassed in sharing a
water bottle commercial online. For facebook the brand should recommend some famous
personalities from sports to Hollywood to post their selfies with the brand on facebook. Since the
people get easily related with such personalities it will help the brand to rise at a faster rate.
2. Twitter:– In comparison with Facebook, twitter is not popularly used by the people. Since the
Twitter account of Evian was not regularly updated it lost its majority of followers. We think that
besides Facebook, the twitter account should be regularly updated with tweets. The recent drive held
by Evian "Babies and young people" was huge hit online. The ad received numerous tweets online,
thus keeping itself updated on twitter helped Evian build its marketing

Hiv Prevention Is A Preventable Disease
Today, as we must know HIV is still spreading around the world and neither a vaccine nor a cure
exists. The prevention of the disease remains the main key of the strategy to stop the epidemic. The
most common mode of HIV transmission is sexual contact; therefore, HIV prevention is closely
linked to the sexual and reproductive health of men and women. Effective prevention programs
include interventions that promote sex abstinence, delay sexual initiation, maintain a mutually
faithful partner, limit sexual partners, use condoms consistently and correctly, and counsel and test
for HIV. The most effective combination of these interventions depends on the characteristics of
groups infected with HIV. Effective programs also consider the social, ... Show more content on
Helpwriting.net ...
(Avert, 2017)
(Avert, 2017) Comparing national data shows huge differences in efforts to slow the spread of new
infections. Some countries have achieved a 50% or higher reduction in new HIV infections in adults
over the past 10 years, while many have not made much progress. However, others are experiencing
fears of an increase in the number of HIV infections. (Avert, 2017)
(Avert, 2017)
Let take a look at the HIV statistic just in America in the same time. By 2015, 39,513 people are
diagnosed with HIV in the United States. The number of new HIV diagnoses has decreased by 19%
between 2005 and 2014.
Because HIV testing has remained stable or increased in recent years, this decline indicates a real
decline in new infections. . This reduction may be due to HIV prevention efforts. However, progress
has been uneven, and the diagnosis has increased in several groups. (CDC 2016)
Let take a look a the table below, it indicated the new HIV Diagnoses in the United States for the
Most–Affected Subpopulations, 2015
(CDC 2016)
The HIV impact across The United State: Table below (Kaiser Family, 2017)
Table 2: Top Ten States/Areas by Number and Rate of New HIV Diagnoses (Adults and
Adolescents), 2015
State New HIV Diagnoses, Number (%) State/Area New HIV Diagnoses, per 100,000

Florida 4,849 (12%) District of Columbia 66.1
California 4,720 (12%) Louisiana 29.2
Texas

Presentation On The 21st Of September 2016 Essay
NI0100 International Marketing
Prof. Juan Daniel Celis Calvache
Research report
Real Time Web and Viral Marketing
Alice DE VIRON
Manuela COREDA
Presentation on the 21st of October 2016
I. Introduction
In today's ever–changing world, it's important for companies to react on the run to customers and to
adapt in order to be competitive in terms of marketing campaign. Thanks to the internet, brands can
collet incredible amounts of data concerning their customers. But also due to the development of
new technologies and the faster communication coming together, brands have to raise customer
awareness faster than their competitors. Therefore, brands have to constantly remain aware in order
to be able to react to events or competitors' actions.
While traditional marketing is based on the planning of a specific strategy, real time web and viral
marketing are spontaneous. They are also closely intertwined as, as we will develop hereunder, real
time marketing is a key to go viral.
II. What is Real Time Web?
Real–time web is the use of technologies in order to receive and share the information as soon as
they have been published. Therefore, real–time marketing is the use of technologies by marketers to
get information from the customers but also to share information with them in real–time.
Also called NewsJacking or Hijacking, real–time marketing is defined as « the practice of brands
engaging their audience via content, advertising, and product placement

The Effects Of HIV Testing In Pregnant Women
HIV can be transmitted from an HIV infected mother to her newborn child. According to the World
Health Organization (WHO), without antiretroviral treatment of the mother, up to 30% of infants
born to HIV positive mother's become infected with HIV themselves. The number increases to
35%–50% if the mother breastfeeds the baby (aidsinfonet, 2014). The risk of HIV transmission to
the infant from the mother decreases significantly if the mother used antiretrovirals throughout
pregnancy and labor. If the mother does not breastfeed, the HIV transmission risk is also decreased
(aidsinfonet, 2014). Health education relating to pregnant women and infants and HIV is necessary,
but it is insufficient to create behavior change, and consequently improve ... Show more content on
Helpwriting.net ...
A second HIV test in the third trimester is recommended for women who are at a high risk of
contracting HIV. This would include women whose partners are known to be HIV positive, and for
those women who have had sexual intercourse with a new partner during the pregnancy (Prevention,
An Opt–Out Approach to HIV Screening, 2017). HIV testing in the third trimester is also
recommended by the Centers for Disease Control and Prevention if the pregnant women are in a
geographic region that has a high prevalence of HIV (Prevention, An Opt–Out Approach to HIV
Screening, 2017). According to the Centers for Disease Control and Prevention, the Opt–out
approach can increase the number of pregnant women tested for HIV, which leads to an increase of
pregnant women who are aware of their HIV status (Prevention, An Opt–Out Approach to HIV
Screening, 2017). The Opt–out approach also increases the number of HIV–infected women who are
offered treatment which would lead to a reduction in vertical HIV transmission (Prevention, An
Opt–Out Approach to HIV Screening, 2017). Family planning, as well as preconception counseling,
should be made available women of childbearing age who are living with HIV. It is essential that
childbearing intentions be discussed with women of childbearing age living with HIV (Aids Info,
2017). For the women who wish to not become pregnant at the time,

How New Technologies Impacted The Purchasing Habits Of The...
The rapid growth in technological capability, accessibility and usability during recent memory is
undeniable: in January 2015, almost 42% of the world's population had access to the internet, there
were 2.08 billion active social media accounts worldwide, mobile cellular internet penetration was
on an all time high with approximately 3 billion unique mobile users, including more than 70%
penetration in many emerging markets and developing nations worldwide. This widespread
prevalence comes with the ability to manifest market power and influence buying decisions on a
new, much larger scale. This essay will analyse in what ways new technologies have impacted the
purchasing habits of the public, their effects on the consumer decision–making process and how, if
at all, marketers can utilise these new technologies in their favour and influence consumers'
preferences. Purchasing behaviour varies depending on factors such as time available for
deliberation and decision–making, the involvement in the purchase and the number of options and
alternatives. Despite the exact process adopted being unknown, there is a standard known as the
consumer decision–making process, or CDP that many purchases follow. The first step is need
recognition, or becoming aware of a problem that can be solved by purchasing a certain product.
These can be functional needs, serving as a solution to a physical problem (such as refuelling a
vehicle), or alternatively fulfil emotional needs, including

Buzz Marketing As A Viral Marketing Tool
Buzz marketing is a viral marketing tactic that is the interaction of consumers focused on
maximizing the word–of–mouth potential of a particular campaign, product or service, exaggerating
or sometimes modifying the original message. The emotion, excitement and brand facts are
transmitted through conversations between consumers ' friends, family or the mass audience through
word of mouth and use of social media platforms. (Rouse)
Buzz marketing is a different approach to marketing than the traditional marketing strategies with
use of radio, out of home, print or television. Traditional mass marketing entails advertising to the
mass market with a goal of converting a portion of those consumers to a brand. Buzz marketing is
all about word of mouth, and leverages, "not simply the power of the trendsetter, but also "the power
of wanting to be the trendsetter". (Walker,2004). Marketers activate buzz marketing as an effective,
perceived unbiased message to gain trust and loyalty among consumers. Tremor feels that "buzz
marketing is the most effective way for a message to travel through networks of real people
communicating with others."(Walker, 2004). The early starters that are originally targeted by
marketers are the key to the message traveling from their internal circle to eventually penetrating the
mass market. Word of mouth is not just successful when communication occurs between friends and
family members, but acquaintances as well. To crate buzz marketers target

Willowbrook Conflict Between Research and Ethics
Running head: WILLOWBROOK CONFLICT BETWEEN RESEARCH AND ETHICS
July 05, 2010
The Willowbrook State School for children with mental retardation became notorious for and a
prime example of a conflict between research and ethics when the details of a research project and
the treatment of the residents. Willowbrook initially opened as a new hospital serving WWII
veterans however this changed when in 1951, "the hospital was established as the Willowbrook
State School for people suffering from mental disabilities" (Starogannis & Hill, 2008, p. 87).
Willowbrook continued to serve as a fronted rehabilitation facility for the mentally ... Show more
content on Helpwriting.net ...
The Willowbrook research also contributed to the public debate over research ethics and the impetus
for regulation" (NAP, 2004). This research does not downplay the egregious acts of the research or
coercing family members or guardians to consent to the research study through allowing entry into
the school via the experiment venue. The residents of the school suffered while being exposed to a
live hepatitis virus and while living in severely unsanitary conditions with undertrained and
unsupervised staff that performed acts of violence on residents of the school. "Children were sitting
on the floor, some nude covered in feces, rocking back and forth making pitiful sounds.
Willowbrook was a state school, yet there was very little education happening. This was simply a
dumping ground for the city's unwanted children. The staff, overwhelmed and under–supervised,
resorted to prison–style control tactics: disruptive residents were confined in solitary ''pits'' and left
for hours or were beaten with keys and sticks" (Starogannis & Hill, 2008, p. 89). Evidently the
research setting was not the optimal setting; the research was performed during a time when
guidelines were nonexistent. Protection of the residents was put aside to reach for a vaccine that
would aid many more than were affected which places into question the ethical behaviors of the
determining entities.
A misguided attempt by researchers to justify the administration of a live

Identifying Potential Genres of Viral Videos Essay
Can a medium be a genre? If we casually substitute genre for more general synonyms like category,
class, or group, then the answer is "yes," as demonstrated by the information architecture of online
super–retailers like Amazon.com. Amazon subdivides its massive inventory first by medium, like
"Books" or "Movies," before incrementally working toward a finer degree of granularity. Taking
books as our example medium, we can navigate by sub–genres to find a title in Books > Science
Fiction & Fantasy > Science Fiction > Adventure. But this understanding of genre–as–synonym
largely ignores the more formal identification process performed within the established field of
genre studies. Frow (2005) provides several structural dimensions to use when ... Show more
content on Helpwriting.net ...
In the absence of more helpful and readily definable structural dimensions–structure of address,
formal features, thematic content–that we could find in more traditional literary or film genres, we
are forced to determine whether viral videos constitute a genre by looking at which videos have
"gone viral" to see what, if anything, they have in common. These common elements are elusive,
however, much to the consternation of those seeking to cash in on this digital phenomenon.
Because of their ability to reach a large audience from a grassroots approach, viral videos are of
particular interest to marketing firms. And yet, a telling sign of why viral videos may not constitute
a genre is the inability of marketing gurus to define a set of must–haves for producing a video that
"goes viral," gaining popularity on its own apparent volition. This doesn't stop self–proclaimed
Internet marketing experts from claiming they know what causes a clip to explode in popularity,
using the language of virality as a metaphor to describe how digital media spread. Elsewhere, I have
criticized this practice in depth, as have scholars like Henry Jenkins (2009) who argues instead for
calling Internet phenomena "spreadable media" because of the emphasis it places on human
decisions to popularize certain artifacts over others:
This winnowing down of cultural options is the product not

The Problem Of The Viral Game Pokemon Go Essay
Introduction
Many times larger business engage in unintentionally advertising, or viral advertising, thus saving
money that can consequentially utilized for advertising to a specific market, market research, and
the actual advertisement placement. When someone uploads a video that goes viral on YouTube,
Twitter, Facebook, Instagram, or any other mainstream social media outlet, and the business is able
to utilize that video to springboard an advertising campaign hence, unintentional viral marketing.
Yet sometimes a viral sensation can help small or local businesses, such as in the case of the viral
game Pokémon Go. Many of the "Poke–stops" are at geocache sites which many times are historic
buildings, unique art, or specialty shops. Does secondary unintentional viral marketing revive small
businesses, or are the financial effects such marketing short lived causing a potential financial crisis?
Statement of the Problem
Word–of–mouth or peer–to–peer advertising has gotten a high–tech update over the years. As
smartphones, laptops, and tablets have become more affordable, advertisers have found new ways to
garner product awareness, product identity, and business awareness into the hands of virtually
everyone. Occasionally, there is marketing leak to small businesses which have been receiving an
increase in foot traffic due to viral game applications on smartphones.
Large company's product recognition that usually extends beyond Main Street, so if an
advertisement is seen on

Research Paper On Guerrilla Marketing
As competitiveness between companies nowadays is every time more and more extended, brands
need to search for ways to make it stand out among the others. Guerilla marketing is one example of
this standing out goal.
Guerrilla marketing was originally a marketing strategy in which low–cost, unconventional means
were used in a localized fashion to draw attention to an idea, product, or service. Today, guerrilla
marketing may also include promotion through a network of individuals, groups, or organizations
working to popularize a product or idea by use of such strategies as flash mobs, viral marketing
campaigns, or internet marketing.
The term "guerrilla marketing" is traced to guerrilla warfare, which employs atypical tactics to
achieve an objective.
Guerrilla marketing was initially used by small and medium sized businesses, but it is increasingly
being adopted by big business. This concept rises from a promotion that relies on imagination rather
than a big budget.
Why Guerilla Marketing? Marketing is such a huge topic, it has so many different utilities, but for
me "guerilla" is the most interesting one. We can find ... Show more content on Helpwriting.net ...
The first chapter introduced the reader with the concept guerrilla marketing. After reading this
chapter, the reader should have a clear understanding about the background of the concept, the
problem definition, the research purpose and the research questions. Also, an outline of the research
is given. The second chapter, emphasize on the theoretical framework of the research. Hereby, the
concept guerrilla marketing and its effect on consumer behavior will be explained in detail to create
a profound understanding of the topic. The third chapter will present the research design and
research strategies that are used for the conduct of the research. The fourth chapter will provide the
results of the research findings. The last chapter, will present a conclusion and a critical review of
the research, but also suggestions for further research.

Essay On Encephalitis
Encephalitis, also known as inflammation of the brain is a rare condition that causes an irritation,
swelling of the brain and in most cases nerve damage. Viral and bacterial encephalitis can easily be
mistaken as the flu with shocking long–term effects. In many cases, encephalitis does not last long
and has a mild effect. "However, in some cases encephalitis can be life–threatening. About 10,000 to
20,000 cases of encephalitis are reported each year in the United States" (Ehrlich, 2014). There are
two types of encephalitis that can infect the brain cells known as primary and secondary
encephalitis. Primary encephalitis is when the viruses attack the brain through the blood stream and
into the nerve cells; it is then grouped together and multiplies. After multiplying, it is spread
throughout the brain. Secondary encephalitis is when the virus infects a person by first infecting the
other tissues in the body and then attacks the brain. "Viruses that are transmitted from other tissues
usually cause focal infection, meaning they produce extensive damage in only a small area of the
brain" (Simon, 2014). Infants, children, and older adults are more likely to have severe cases
because ... Show more content on Helpwriting.net ...
They usually resolve themselves within 1–2 weeks with no specific treatment required. "Even when
treatment is successful and patients survive apparently intact, in many cases the family say that the
person they took home with them is not the same as the one they brought to hospital, with changes
in personality, irritability, and poor short–term memory" (Solomon, Hart, & Beeching, 2007). In
some cases, swelling of the brain can lead to permanent brain damage and lasting complications like
learning disabilities, speech problems, memory loss, or lack of muscle control. Many people who
get encephalitis often change from this condition and supportive care such as therapy for physical
and speech may be needed in these

HIV and AIDS Worldwide
Worldwide, HIV/AIDS poses an enormous challenge on the survival of mankind. HIV is the leading
cause of mortality among women of reproductive age worldwide and is a major contributor to
maternal, infant and child morbidity and mortality (1). 33.4 million People are estimated to be living
with HIV worldwide; 15.7 million are women and 2 million are children younger than 15 years of
age (1). With an adult prevalence of 5.2% in 2008, sub–Saharan Africa (SSA) has been the most
severely HIV stricken region, accounting for 71% of all new infections in adults and children, and
about 90% of new infections among children worldwide (2). In 2009 the prevalence of HIV in
Ethiopia was estimated at 2.3% with differentials: urban (7.7%), rural (0.9%), male (1.8%), and
female (2.8%)(3). The number of people living with HIV/AIDS was 1,116,216 of which 84,189
were pregnant women, 72,945 were children under 15years and annual HIV positive births were
14,140(3). In the absence of any intervention of mother to child transmission of HIV(i.e. exclusive
breast feeding and use of antiretroviral drugs), the risk of a baby acquiring the virus from an infected
mother ranges from 15% to 25% in industrialized countries, and 25% to 35% in developing
countries. HIV transmission rate and time of transmission is estimated to be 5% to 10% during
pregnancy, 10% to 15% during delivery, and 5% to 20% during breast feeding (4–5). In 2009, 53%
of HIV–infected pregnant women worldwide received antiretroviral (ARV)

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