Guerrilla Marketing A Startup s Phenomenon - 1175 Words

USW, Atrium University of South Wales Guerrilla Marketing: A startup’s phenomenon Kyle Sowden 14023601 BA(Hons) Advertising Design G107728 - Critical Paper Introduction One reason many startups fail is poor marketing. Due to minimal finances, startups are restricted from using a lot of traditional marketing methods that are often associated with high costs. An alternative strategy that does not require expensive financial resources and can help a company shine through the countless number of competing campaigns is guerrilla marketing. But is guerrilla marketing the only answer for start-ups? The aim of this dissertation is to contribute to the research on the phenomenon that is guerrilla marketing and answer the following: What is guerrilla marketing and is it the only answer for start-ups? In order to answer this effectively, we must first understand what guerrilla marketing is. The work of Jay Conrad Levinson will be used as the foundation for this paper as he is widely considered the godfather of guerrilla marketing, after first coining the term in his 1984 book Guerrilla Advertising’. Other sources will then also used to create an unbiased understanding in addition of guerrilla marketing and the theory surrounding it. A multiple case study exploring three unconventional campaigns from three different companies is used as a basis for Main Body â€Å"People that spread ideas, regardless of what those ideas are, win.† It is not what is offered that’sShow MoreRelatedMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 PagesMarketing Management, 14e (Kotler/Keller) Chapter 1 Defining Marketing for the 21st Century 1) Which of the following statements about marketing is true? A) It is of little importance when products are standardized. B) It can help create jobs in the economy by increasing demand for goods and services. C) It helps to build a loyal customer base but has no impact on a firms intangible assets. D) It is more important for bigger organizations than smaller ones. E) It is seldom used by nonprofit

Identity †I am an American, not an Asian-American Free Essays

‘I am an American, not an Asian-American. My rejection of hyphenation has been called race treachery, but it is really a demand that America deliver the promises of its dream to all its citizens equally.’ What is identity? Many of us would think that the answer to this question is simple but once placed on the stop and asked to answer it, the answer creates more of an issue than the question. We will write a custom essay sample on Identity – I am an American, not an Asian-American or any similar topic only for you Order Now Identity can be defined in many different ways and there is more than one identity. The most obvious of these is an individual identity, regarding one person and their ability to establish their identity and locate themselves. There are also social identities, and collective identities. Usually identity is to do with ideas that are derived from society and often requires some reflexivity as it is to do with being a social being part of a society. It is mostly acquired through social interaction and the meanings we decide of social positions and is often marked through symbols. Identity is all about similarities and differences. These help one identify their sense of self in relation to others who are similar or different. For example it can help identify distinctive characteristics that make one different from others, or identify a shared viewpoint or physical features that make one similar to others. Identity is about how we think about ourselves, other people around us and what we think others around us think of us, many people would imagine social life unimaginable without a social identity. Mukherjee grew up in a Hindu, Bengali-speaking and middle-class neighbourhood. The general belief in her birthplace was that ‘one’s identity was fixed, derived from religion, caste, patrimony, and mother tongue.’ One did not need to ‘discover’ their identity because it was unchangeable and one hardly had an individual identity. As the society was one consisting of similar people, there was a sense of a shared and collective identity, even if not socially, at least within one’s family it was shared. Her neighbourhood had influenced her identity greatly, especially when regarding social divisions. For example; gender. In the article, certain sentences make it clear that Mukherjee comes from a male-dominated society. ‘Men provided and women were provided for. My father was a patriarch and I a pliant daughter†¦I didn’t expect myself to ever disobey or disappoint my father by setting my own goals and taking charge of my future.’ It also seems that class played an important role in the social divisions of the collective identity where she lived. ‘Two commands my father had written out for me†¦marry the bridegroom he selected for me from our caste and class’. She also claims that intercaste, interlanguage and interethnic marriages were forbidden within their traditional culture. Even emigration was frowned upon in Bengali tradition as it was seen as a form of diluting true culture. It seems that a woman’s identity was set by the identity (or status) of her father, or after marriage; her husband. Mukherjee also states ‘I was who I was because I was Dr. Sudhir Lal Mukherjee’s daughter’. It should also be noted that Mukherjee chooses to use the word ‘was’ rather than ‘am’. This suggests that she has in a way cut off ties with her previous identity. She now sees her main identity as being American. Once in America, Mukherjee regarded herself as an Indian foreign student who intended to return to India to live. Her short and impulsive marriage ceremony led her into a whole new world regarding identities and their importance. She felt cut off from the ways of her life in Bengal as she had done something she never would have ever dreamed of doing. She now felt as if she had conflicting loyalties between two extremely different cultures. In America, women have more rights and participate in society just as much as men. This was new to Mukherjee as she now struggled to find her true identity; something she had never really paid attention to before. There had been a recent uproar in America concerning things such as ‘who is an American?’ and ‘what is American culture?’. These led to issues involving the scapegoating of immigrants which further pushed Mukherjee into adopting America as her new homeland and following American culture. However, Mukherjee done all with her own choice and therefore takes her citizenship very seriously. The United Nations adds new members almost every year, many ‘old nations’ now find themselves challenged with ‘sub’ – nationalisms. It looks more and more likely that there will be a creation of more nationalities and people may lose true sight of what their nation once was. Many people in one society do not know each other or even of one another’s existence, yet there is a sense of a ‘community’. Anderson (1983) describes this situation as an ‘imagined community’. Members cannot know each other and despite inequality there is still an imagined meaningful friendship. One can, and does have more than one identity. Goffman (1971) talks about impression management and gives life the metaphor of a drama. Humans are seen as actors and play many different roles. He believes that they follow certain ‘scripts’ which are relevant in some situations but not in others and interaction is seen as a performance to the audience. This is known as his ‘dramaturgical analogy’. William Shakespeare once famously wrote ‘ All the world is a stage, And all the men and women merely players. They have their exits and entrance; Each man in his time plays many parts’. This means that a concept, even if not widely agreed with, to do with Goffman’s idea has been around for a long time. In the debate of culture and identity, the notion of agency is a central theme. Agency is about choice, the ability to exercise this choice in order to shape our own identities. Agency is highly related to reflexivity; a post modern idea. Reflexivity is to do with the capacity of humans to reflect upon themselves, their actions and others around them in order to change or improve themselves. Mukherjee was brought up in an environment where the notion of agency in regards to identity did not exist. Identity was fixed, and one could not change it. Therefore, when she adopted her new found culture in America, she automatically was using agency to choose and shape her own identity. Identity is ever-changing; it changes with time, place and an individual’s perception of reality (Vithu Jeyaloganathan – Sri Lankan born Canadian, b. 1991). An Indian politician and founder of the Indian Constitution ( B.R.Ambedkar) once said that ‘Unlike a drop of water which loses its identity when it joins the ocean, man does not lose his being in the society in which he lives. Man’s life is independent. He is born not for the development of society alone, but for the development of his self.’ This may be representative of India’s changing views on the topic of identity and more importantly, individual identity. How to cite Identity – I am an American, not an Asian-American, Papers

Life In Christ Essays - Latter Day Saint Movement, Christianity

Life In Christ I haven't always been who I am now. That seems a bit trivial, as no one ever is, but by this I mean that I am a completely different creature. Let me tell you about it. I was not, generally speaking (and those who knew me then will think I should have left out this qualifier), a well-tempered child. I was always on the lookout to get the best I could for myself and stick anybody who stuck me. I knew what I wanted to do in everything; namely to impress as many people as possible. Then, when I was about eight years old, I did something different. I had been in church from the time I could be carried, and had missed church services only for fire, famine, or sickness that kept me from moving. My parents were Christians, and I learned about God from early on. I knew for a few years that I wasn't living as I should, and it bothered me. I knew what I had to do to be saved. One morning in church, I decided it was time. During the sermon, I quietly zoned out of the preaching, and prayed to God. I asked Him, as I had been taught, to forgive me for my bad life, and to come and live with me. That same morning, I shared the decision with the church and with my family. I was baptized the following week. You'd think I'd learn, even at that age. Well, as boys do, I sort of drifted away. I went for several years putting God in His corner of my life and generally going back to my old ways. Still tempermental, still after my own ends. I was bothered by this for, I guess, about six years. Finally, I got the idea that I needed to make things right. While I'd thought about it for years, I finally was decisive enough to do it at a church camp. After a moving sermon, I went off alone and prayed. This time I was older, and in complete control of my thoughts. I talked with God and told Him that I knew there was a lot about me that needed to change. I asked Him to take me back, after years of straying from a committment that was initially made by one too young to understand it. And, thank God, He did. Since then, there has been a drastic change in me. A lot of it may be written off by some people who saw it as simply growing up, but I was closer to it than anyone, and I can pinpoint the moment it happened. Now I live for God. I do fail still. I'm not perfect by any means (again, those who know me can bear witness). But I am a new creature, alive both now and forever in Christ.

In Between the Lines Professor Ramos Blog

In Between the Lines Lilia D. Merino Morales AmericanLiteratureII    20 May 2019 Being American now comes with more diversity. A person can be African American, Asian American, or Mexican American, the list goes on and on. Because of the physical or cultural difference that these other Americans have that the Angelo American does not have they face discrimination. Encountering this discrimination for a long time, people begin to rise against the discrimination that does not allow them to get jobs, get equal pay, equal benefits as the Angelo American. A group in particular who fought to create their own identity is the Mexican Americans. Mexican Americans had a difficult fight because they were always getting lost between being considered white with the Angelo Americans or being called colored like the African Americans. In the article â€Å"The Civil Rights Act and the transformation of Mexican American Identity and Politics† Nancy MacLean talks about how Mexican Americans had to fight to establish their identity by not allowing themselves to be assimilate d into the Angelo American category and protesting against the inequality as Mexican Americans not just people of color. Gloria Anzaldua describes some of what Mexican Americans had to go through in her essay â€Å"How to Tame a Wild Tongue†. In the article â€Å"The Civil Rights Act and the Transformation of Mexican American Identity and Politics† by Nancy MacLean, she explains the events that began the Mexican American search for identity and political stance. With the 1848 Treaty of Guadalupe Hidalgo Mexican Americans began to identify as white, this allowing them to avoid some of the discrimination. Then with The Civil Rights Act of 1964 the Mexican Americans were able to start identify as their own person because the act outlawed discrimination. They began to join the African American people in their search for equal rights but by the 1960’s the Mexican Americas and African Americans were apart again declaring their rights for their races alone. Mexican Americans believed they needed to fight for their rights alone in order to create their own identity. Mexican Americans fought and continue to fight by protesting against the discrimination they have to deal with day by day in order to someday receive th e equal treatment they deserve. Mexican Americans felt they needed to categorize themselves as white because of the switch of lands it was forced upon them and the awful treatment they saw African Americans were facing. In 1848 the Treaty of Guadalupe Hidalgo was enacted and Nancy MacLean states, â€Å"made Mexicans in U.S. territory â€Å"white† by recognizing them as citizens at a time when the naturalization law made whiteness a perquisite of citizenship† (MacLean 124). At first Mexican Americans took advantage of this in order to avoid the same treatment that the African Americans received but this meant they had to confided to an identity that wasn’t their own. Gloria Anzaldua speaks of encounters where she gets told, â€Å"‘If you want to be American, speak ‘American.’ If you don’t like it, go back to Mexico where you belong’† (Anzaldua 1521). Anzaldua and many other Mexican Americans were told that in order to be American they could not have the ac cent they had when speaking English. This was one of the ways that the Angelo Americans were trying to assimilate the Mexican Americans. But the Mexican Americans began to rebel against the assimilation and discrimination that came with it. When it came to fighting for their rights Mexican Americans decided to join the African Americans in the fight for equality but then realized they weren’t making much progress for themselves. In the article by Nancy MacLean she describes the conflict between the two groups being that the Mexican Americans would not support the African Americans as they â€Å"voted against the call for solidarity, which they viewed as a distraction from ‘our own problems’† (MacLean 126). The Mexican Americans wanted to make an image by themselves for themselves so that they would not be put into a category and have their problems be considered solved. In her writing Gloria Anzaldua explains that both African and Mexican Americans â€Å"suffer economically for not acculturating† (Anzaldua 1529). The African and Mexican Americans were always being set in the same group because they were both being discriminated against but their problems were not the same. Both groups a re different people from different countries and by being set into a single group as ‘colored’ it was causing a further divide amongst them by treating their issues as the same for both groups. Mexican Americans had their own fight for their rights just as the African Americans. Part of their fight was establishing that their identity is not white or black but brown. Through difficult times the Mexican Americans made sure that they kept their culture. Nancy MacLean recounts the history in â€Å"The Civil Rights Act and the transformation of Mexican American Identity and Politics† while Gloria Anzaldua illustrates personally what discrimination a Mexican American had to encounter in her essay â€Å"How to Tame a Wild Tongue†. Because of the color of their skin Mexican Americans were being set into the class of African Americans but because they were living on American soil during the Treaty of Guadalupe Hidalgo they were considered Angelo Americans and being taught to act like it but they found that they did not fit in either state. They discovered they were in between these two lines being set by society and by the government and created a new name and identit y for themselves, the brown people of America.   Anzaldua, Gloria. â€Å"How to Tame a Wild Tongue.†The Norton Anthology of American  Literature, edited by Nina Baym and Robert S. Levine, 8th ed., vol. 2, W.W. Norton   Company, 2013, pp. 1521–1529. MacLean, Nancy. â€Å"The Civil Rights Act and the Transformation of Mexican American Identityand Politics.†Berkeley La Raza Law Journal, vol. 18, no. 1, Spring 2007, pp. 123–134.EBSCOhost,search.ebscohost.com/login.aspx?direct=truedb=a9hAN=36094372site=ehost-live.

5 Things You Need to Know About IEEE Referencing

5 Things You Need to Know About IEEE Referencing 5 Things You Need to Know About IEEE Referencing If you’re studying engineering, you will almost certainly need to use IEEE referencing at some point. But what exactly is this? And how do you use it in your own writing? Read on, and we’ll run you through all the basics of IEEE referencing and citations. 1. What Is IEEE Referencing? As the name suggests, IEEE referencing is the referencing system recommended by the Institute of Electrical and Electronics Engineers. It is used in all of the IEEE’s own journals, but many colleges and schools that focus on engineering or computing subjects also use it. If you have an interest in these subjects, you may therefore need to understand IEEE referencing. 2. Basic IEEE Citations IEEE citations involve giving a number in square brackets within the text of your document, typically at the end of the sentence, when you want to cite a source. For example: The chance of killer robots conquering humanity is very high [1]. These numbered citations point to an entry in a reference list at the end of your document, where you should provide full source information. Sources are numbered in the order they are cited in your work, so the example above is a citation for the first source in the reference list. If you need to cite the same source more than once, moreover, simply use the same number as on the first citation. 3. Quoting Sources To quote a source in IEEE referencing, place the quoted text within quote marks and make sure to give a page number in the citation as well as a source number. For instance: The robots are said to â€Å"harbor a terrible thirst for vengeance† [2, p. 86]. Here, the citation shows that we’re quoting page 86 of the second source in the reference list. 4. Citations and Author Names When the author of a source is named in the text, give the citation immediately afterwards: Dr. Banks [3] believes that the robots will inevitably win. IEEE is also unusual in that you can use a citation in place of an author’s name. For example, here we use the citation number as if it were a pronoun: According to [3], the robots will inevitably win. 5. IEEE Reference Lists Finally, every source in your document must also appear in the reference list. This is where you give full publication information for everything you have cited. The rules here are as follows: Sources should be listed in the order they are first cited in your writing Titles of books and journals should be italicized and use title case capitalization (i.e., with the first letters of all major words, as well as the first word in titles and subtitles, capitalized) Titles of articles, book chapters, and other shorter documents should be placed in quotation marks and use sentence case capitalization (i.e., only capitalizing the first letter of the first words of title and subtitles, plus any proper nouns that would usually take a capital letter) Use a hanging indent (roughly a quarter inch) for each line after the first The exact format for an entry in an IEEE reference list depends on the source type. However, we’ll include the basic format for a book below to give you a sense of what an entry should look like: [#] INITIAL(S) Surname, Title. Place of publication: Publisher, year. In practice, then, you would list a book like this: [1] K. Capek, Why Killer Robots Will Consume Us All: An Optimistic Look at Future Engineering Challenges. New York, NY: Penguin Books, 2002.

Causes and effects related to the success of the phenomenon of video Essay

Causes and effects related to the success of the phenomenon of video games - Essay Example Cause 1 During the course of this discussion we would specifically be looking at the different causes and effects that have contributed to the success of proliferating this culture. A major cause for the expansion of the video game industry in recent times has been the ever mushrooming entertainment industry of US in particular. With the passage of time as the entire entertainment market of the country has undergone diversification novel frontiers have been explored for launching and marketing a product. For the fulfillment of this purpose the gaming industry has proved to be the economic backbone. Fiction based movies that are based on comic book or mythical characters such as Batman, Spiderman, Harry Potter or Hercules before their release launch their video games in order to ensure that the gain accessibility to address the needs and requirements of every market segment. Since children in any form play the most proactive role of determining the success or failure of a product it i s important that their needs are addressed accordingly. (Flew. 113) Effect A concomitant effect of this has been observed in the development of extremely violent behavioral attitudes among children. Many of these games that are based on comic books characters contain intense violent and brutal ways of killing enemies as a result of which they have an overwhelmingly profound effect on the behavioral development of children. In addition to this many of these games also contain highly vituperative and inflammatory language which after developing a habit if playing these games children inherits with utmost ease. Another effect of the video game culture that is also important to mention in this context is that by getting addicted to this culture many people begin to believe in the existence of a fantasized world comprising of all these superheroes none of which exist in reality. Hence video games can also be accused for presenting fantasy in such a realistic way that is becomes more real istic than reality itself. Cause 2 The global gaming industry which is handled primarily by the technological kingpins of United States is also overwhelmingly influenced by the political operations and military affairs that are taking place in the country. We are all well aware about the military turbulence that the United States is currently going through. This is simultaneously reflected and projected in the content and storyline of the games that are prepared by the gaming industry. Many of the games such as Call of Duty, Delta Force and Medal of Honor are based on war missions many of which are based in either Afghanistan, Iraq or in any different country of the world. Even though on a technological scale these games are simply flawless, but they do develop and impose their effects on the members of a society in rather subtle ways. Effect One of such effect has been in the form of developing and incorporating stereotypes in the minds of their people regarding different nations a nd their civilians respectively. For instance, there remains less discussion about the fact that the West has long portrayed Arabs either in the role of nomads or greedy oil sheiks. Similarly, the women belonging to these countries have been characterized either as belly dancers or people who are continuously subdued or oppressed by their husbands. This kind of projection has further cemented in the minds of American people with the

Fukushima Daiichi Nuclear Disaster Essay Example | Topics and Well Written Essays - 1750 words

Fukushima Daiichi Nuclear Disaster - Essay Example s on the personnel and public; and effects on the nuclear industry, changes enacted by the Department of Energy or Nuclear Regulatory Commission to prevent or minimize recurrence of the event in the US. Also, personal views about the disaster have been stated all throughout the paper. Studies or reports about the Fukushima Daiichi nuclear disaster has been also cited in the paper. It has been few years since a tragedy happened in Japan wherein several people died along with millions of properties and industry. Several dreams had gone as disasters came along the way. It was really hard for the Japanese people to move on but they should and they did. Knowing the country of Japan as the country of industrious people, they came now to be fine after what had happened to them. It is actually good to see the positive views of that tragic moment in the country because people can get stronger and improve even more. The government also stood on their mission and vision to serve everyone more over in the midst of challenges. However, there are still things that need to be clarified or studied so that people could be able to understand what really happened. What really happened with the Fukushima Daiichi nuclear disaster? According to Anzai, et al (2012), it was March 11, 2011 when an earthquake and tsunami hit the northeastern part of Japan. These natural occurrences brought a huge problem in the country especially to the stabilization of nuclear plants. Addition to that, Anzai, et al (2012) also said that: â€Å"Operating reactors shut down automatically, with control rods inserting into the reactor cores. However, the 14-meter tsunami triggered by the earthquake disabled all AC power to Units 1, 2, and 3 of the Fukushima Daiichi Power Plant, carrying away fuel tanks for emergency diesel generators. Water injection failed in the emergency core cooling system of Units 1, 2, and 3. Since the normal cooling system was inoperable, a pressure valve was opened manually to reduce