tag:blogger.com,1999:blog-78467667238938909932024-03-18T02:13:51.913-07:00Public Relations Problems and CasesThis Blog spotlights recent public relations cases studies selected by PR students in Comm 473: PR Campaigns in the College of Communications at The Pennsylvania State University in University Park, Pa., that demonstrate the value of public relations across a variety of service areas and industries.Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.comBlogger43125tag:blogger.com,1999:blog-7846766723893890993.post-71668118816820900252011-11-08T23:49:00.000-08:002011-11-08T23:50:47.470-08:00MTV's Programming Throughout the Decadeshttp://www.scribd.com/doc/72125423Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com197tag:blogger.com,1999:blog-7846766723893890993.post-37646958636399888442011-11-05T23:21:00.000-07:002011-11-05T23:27:13.052-07:00McDonald's None of Us is as Good as All of Us<a href="<a title="View Write Up on Scribd" href="http://www.scribd.com/doc/71768710/Write-Up" style="margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block; text-decoration: underline;">Write Up</a> <object id="doc_58896" name="doc_58896" height="600" width="100%" type="application/x-shockwave-flash" data="http://d1.scribdassets.com/ScribdViewer.swf" style="outline:none;" > <param name="movie" value="http://d1.scribdassets.com/ScribdViewer.swf"> <param name="wmode" value="opaque"> <param name="bgcolor" value="#ffffff"> <param name="allowFullScreen" value="true"> <param name="allowScriptAccess" value="always"> <param name="FlashVars" value="document_id=71768710&access_key=key-7r76k47cyydbau27ype&page=1&viewMode=list"> <embed id="doc_58896" name="doc_58896" src="http://d1.scribdassets.com/ScribdViewer.swf?document_id=71768710&access_key=key-7r76k47cyydbau27ype&page=1&viewMode=list" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" height="600" width="100%" wmode="opaque" bgcolor="#ffffff"></embed> </object>"></a>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com27tag:blogger.com,1999:blog-7846766723893890993.post-75194554114846202062011-11-01T22:02:00.001-07:002011-11-01T22:05:14.319-07:00TOMS: Shoes for Tomorrow<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2JfQze2R7XrODBUDJk43odZmD_okUfv-eQ-ZxDi7cxwed8tjmMfAg3YrO299gRWB_3IQiCfR_uUAmW3-nt9k_ZFXw0MMeoVKG2QWskjBAeu9VdQ_rQohWw3ZRAGj0gl4SNLqcuipOOxSw/s1600/images.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 246px; height: 205px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2JfQze2R7XrODBUDJk43odZmD_okUfv-eQ-ZxDi7cxwed8tjmMfAg3YrO299gRWB_3IQiCfR_uUAmW3-nt9k_ZFXw0MMeoVKG2QWskjBAeu9VdQ_rQohWw3ZRAGj0gl4SNLqcuipOOxSw/s400/images.jpg" alt="" id="BLOGGER_PHOTO_ID_5670259463435714674" border="0" /></a><a title="View TOMS Case Study on Scribd" href="http://www.scribd.com/doc/71246621/TOMS-Case-Study" style="margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block; text-decoration: underline;">TOMS Case Study</a><iframe class="scribd_iframe_embed" src="http://www.scribd.com/embeds/71246621/content?start_page=1&view_mode=list&access_key=key-2bmlren7yerpvxnveoia" height="true" ratio="0.772727272727273" id="doc_21349" frameborder="0" height="600" scrolling="no" width="100%"></iframe><script type="text/javascript">(function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "http://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })();</script>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com12tag:blogger.com,1999:blog-7846766723893890993.post-48167417158352493062011-10-25T19:52:00.000-07:002011-10-25T19:54:20.078-07:00BP's Response to the Gulf of Mexico Oil Spill: A Crisis Communications Case Study<a title="View BP Crisis Communications on Scribd" href="http://www.scribd.com/doc/70317920/BP-Crisis-Communications" style="margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block; text-decoration: underline;">BP Crisis Communications</a><iframe class="scribd_iframe_embed" src="http://www.scribd.com/embeds/70317920/content?start_page=1&view_mode=list&access_key=key-2oapynyp3iglashycff7" data-auto-height="true" data-aspect-ratio="0.772727272727273" scrolling="no" id="doc_75988" width="100%" height="600" frameborder="0"></iframe><script type="text/javascript">(function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "http://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })();</script>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com20tag:blogger.com,1999:blog-7846766723893890993.post-14210041723550249372011-10-25T17:07:00.000-07:002011-10-25T17:11:03.076-07:00Join the Movement! Pledge to Play 60!<a title="View Nfl Play 60 Adobepdf on Scribd" href="http://www.scribd.com/doc/70302468/Nfl-Play-60-Adobepdf" style="margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block; text-decoration: underline;">Nfl Play 60 Adobepdf</a><iframe class="scribd_iframe_embed" src="http://www.scribd.com/embeds/70302468/content?start_page=1&view_mode=list&access_key=key-1llfdcr4wcs4s22v1kgj" data-auto-height="true" data-aspect-ratio="" scrolling="no" id="doc_55076" width="100%" height="600" frameborder="0"></iframe>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com13tag:blogger.com,1999:blog-7846766723893890993.post-64976585278110901332011-10-24T05:51:00.000-07:002011-10-24T05:52:12.376-07:00Get a Mac<a title="View Mac v Pc Revised on Scribd" href="http://www.scribd.com/doc/70083760/Mac-v-Pc-Revised" style="margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block; text-decoration: underline;">Mac v Pc Revised</a><iframe class="scribd_iframe_embed" src="http://www.scribd.com/embeds/70083760/content?start_page=1&view_mode=list&access_key=key-2kwenlkns11rn0wktj1n" data-auto-height="true" data-aspect-ratio="0.772727272727273" scrolling="no" id="doc_4692" width="100%" height="600" frameborder="0"></iframe><script type="text/javascript">(function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "http://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })();</script>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com57tag:blogger.com,1999:blog-7846766723893890993.post-54855895790897148462011-10-24T05:48:00.000-07:002011-10-24T05:51:02.190-07:00Get A Mac<a href="http://www.scribd.com/fullscreen/70083760?access_key=key-2kwenlkns11rn0wktj1n">http://www.scribd.com/fullscreen/70083760?access_key=key-2kwenlkns11rn0wktj1n</a>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com2tag:blogger.com,1999:blog-7846766723893890993.post-44779994543279082842011-10-20T18:27:00.000-07:002011-10-26T13:08:01.000-07:00Domino's Pizza Turnaround<a title="View Dominos Final on Scribd" href="http://www.scribd.com/doc/69671883/Dominos-Final" style="margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block; text-decoration: underline;">Dominos Final</a> <object id="doc_71809" name="doc_71809" height="600" width="100%" type="application/x-shockwave-flash" data="http://d1.scribdassets.com/ScribdViewer.swf" style="outline:none;" > <param name="movie" value="http://d1.scribdassets.com/ScribdViewer.swf"> <param name="wmode" value="opaque"> <param name="bgcolor" value="#ffffff"> <param name="allowFullScreen" value="true"> <param name="allowScriptAccess" value="always"> <param name="FlashVars" value="document_id=69671883&access_key=key-1tr5j7e0v9q8z352cvwp&page=1&viewMode=list"> <embed id="doc_71809" name="doc_71809" src="http://d1.scribdassets.com/ScribdViewer.swf?document_id=69671883&access_key=key-1tr5j7e0v9q8z352cvwp&page=1&viewMode=list" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" height="600" width="100%" wmode="opaque" bgcolor="#ffffff"></embed> </object>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com25tag:blogger.com,1999:blog-7846766723893890993.post-76074547146990559862011-10-17T22:14:00.001-07:002011-11-02T13:12:42.768-07:00Do You Remember How to Imagine?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwyMtEupQ11-H_kP0HISgZfE0uuSvGxE1mPLTCK76wKia_TN357zF2FUpbjSuoCzPcuDO1qmdgPOnxtUgSUSNOiUs7mxmUxf9Azj3J7-5WqOsNuM3t0NQxFo8nSeObLpWWC1TBRrK7XjI3/s1600/Imagine.png"><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 400px; DISPLAY: block; HEIGHT: 364px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5664696400992599986" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwyMtEupQ11-H_kP0HISgZfE0uuSvGxE1mPLTCK76wKia_TN357zF2FUpbjSuoCzPcuDO1qmdgPOnxtUgSUSNOiUs7mxmUxf9Azj3J7-5WqOsNuM3t0NQxFo8nSeObLpWWC1TBRrK7XjI3/s400/Imagine.png" border="0" /></a>Sally & Chris have been working over the past few weeks on a decidedly intriguing campaign. What happens when one of the largest corporations in the world devises a campaign around a word that doesn't even exist? <a href="http://sallycchia.com/portfolio/others/ge.pdf">Click...</a><br /><br /><br /><a title="View ecomagination Case Study on Scribd" href="http://www.scribd.com/doc/71335647/ecomagination-Case-Study" style="margin: 12px auto 6px auto; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none; display: block; text-decoration: underline;">ecomagination Case Study</a><iframe class="scribd_iframe_embed" src="http://www.scribd.com/embeds/71335647/content?start_page=1&view_mode=list&access_key=key-t1gydisu30egiiak1o8" data-auto-height="true" data-aspect-ratio="0.772727272727273" scrolling="no" id="doc_17308" width="100%" height="600" frameborder="0"></iframe><script type="text/javascript">(function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "http://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })();</script><br /><div></div>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com17tag:blogger.com,1999:blog-7846766723893890993.post-12726872448004683872011-10-11T23:17:00.000-07:002011-10-11T23:36:12.912-07:00Zumba Fitness: DItch the workout. Join the Party!<div>Zumba Fitness Case Study</div><div>Yasemin Baris</div><div>Alicia Clarke</div><div><br /></div>To view our full case study in PDF format, click <a href="https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0Bzny5zE3MOj9Zjk5ZjE2MWQtZGQ5NS00N2YyLWE2NTgtZmRlOTViNWE1MzE4&hl=en_US">here</a>.<div><br /></div><div><br /></div><div><br /></div>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com38tag:blogger.com,1999:blog-7846766723893890993.post-83611652735393968542009-10-22T08:06:00.000-07:002009-10-22T08:15:31.383-07:00McDonald's Hispanic Marketing Case Study<p style="TEXT-ALIGN: justify; LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times" lang="RU">Laura Peck & </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times; mso-ansi-language: IT">Antoinette</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times" lang="RU"> Francis </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: IT"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></span></p><p style="TEXT-ALIGN: justify; LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">Comm 497B </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: IT"><o:p></o:p></span></p><p style="TEXT-ALIGN: justify; LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">October 22, 2009<o:p></o:p></span></p><p style="TEXT-ALIGN: center; LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal" align="center"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">Mc</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">Donald's Hispanic Marketing Case Study<o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">According to the <a href="http://www.mcdonalds.com/">McDonald's</a> Web site, in 1940 Dick and Mac McDonald opened a restaurant in San Bernardino, Calf. called McDonald's Bar-B-Que. It was a drive-thru and offered car hop service. In 1948, the restaurant was shut down for renovations and reopened with a smaller menu. This consisted of hamburgers and cheese burgers, potato chips, pie and beverages like soft drinks, milk, coffee. At the time, a hamburger cost 15 cents. The french fries and milkshakes were added a year later in 1949. The famous founder, Ray Kroc, visits the McDonald's restaurant and learns that the owners are looking for a nationwide franchising agent. He gives up his job as a multimixer salesman and joins the McDonald team, turning it into the largest fast food restaurant chain in the world. The first McDonald's restaurant opened in Des Plaines, Illinois in 1955. The first day sales on April 15 were $316.12 (McDonald's History). "In 1961, Kroc bought out the McDonald brothers for $2.7 million" (<i style="mso-bidi-font-style: normal">McDonald's Corporation</i>). And by 1965 there were over 700 restaurants, The current McDonald's mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience (McDonald's History). <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> McDonald's is a publicly traded company (NYSE: MCD) and according to Hoover's "nearly 80% of the restaurants are run by franchisees or affiliates." (<i style="mso-bidi-font-style: normal">McDonald's Corporation).</i> Some of McDonald's competitors include Burger King, Wendy's, Subway, Chick-Fli-A and YUM! restaurants international which runs A&W, KFC, Long John Siver's, Pizza Hut, and Taco Bell. According to Hoover's, McDonald's leads the industry in annual sales ($23,522.4 million), employees (400,000) and market cap ($64,149 million). It also leads the industry in gross profit margin (37.55%) and net profit margin (26.87%) (<i style="mso-bidi-font-style: normal">McDonald's Corporation). It is able to stay ahead by offering consistent quality food products at it's franchises, no matter the location. It is also always developing new menu items. It's most recent the Southern-style chicken biscuit in breakfast and sandwich form and it's widely publicized and advertised McCafé (McDonald's Corporation). Unlike other industries, quick-service companies are thriving. According to McDonald's most recent quarterly earnings press release, there was a "10% increase over the Company's previous quarterly dividend rate and brings the total quarterly dividend payout to about $600 million" (McDonald's Raises Quarterly Cash Dividend By 10%).</i> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times" lang="RU"> </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times; mso-ansi-language: EN-US" lang="EN-US"><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times" lang="RU">One of psychological competition facing the quick-service restaurant industry is the criticism of large obese population in the U.S. It is especially true of the value meals which provide extra large portion sizes of unhealthy foods. The nutritional value of quick-service restaurant food have sparked campaigns and legal action. According to New York City Department of Health and Mental Hygiene, On January 22, 2008, the Board of Health approved an amendment to the Health Code that requires certain food service establishments (FSEs) to post calorie information prominently on menu boards and menus (Calorie Posting Regulations). Other criticize of McDonald's occurred after the documentary Supersize Me was released in 2004. The documentary involves filmmaker Morgan Spurlock and his quest to eat nothing but McDonald's for breakfast, lunch and dinner for a month. He has to eat everything on the menu once and has to supersize his meal anytime he is asked. His health is documented and tracked and the results are astonishing. The documentary does not paint McDonald's or the quick-service restaurant industry in a good light (Super Size Me (2004)). One of the biggest outcries was about the soc-economical reasons behind the combination of inexpensive fast food and the obesity rates among people below the poverty line. This is especially prevalent among two targeted publics, Hispanic and black populations, who have a pre-disposition to obesity and heart disease. "McDonald's continues to be a target for critics who charge the company's food lacks nutritional value and may be contributing to increasing rates of obesity, especially among children. In response, McDonald's has introduced healthier menu items and shifted its marketing towards children to show a more active Ronald McDonald" (<i style="mso-bidi-font-style: normal">McDonald's Corporation</i>). <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">McDonald's provides fast-food products and friendly service to consumers. According to Hoovers, McDonald's is a part of the fast food and quick-service industry (<i style="mso-bidi-font-style: normal">McDonald's Corporation</i>). It was one of the first of it's kind and led the way for other fast food franchising chains like Burger King and Wendy's. And have influenced it's competitors with innovating ideas like the dollar menu. McDonald's is also making strides when it comes to incorporating a diverse workforce. According to McDonald's.com, "more than 55% of [its] headquarters and U.S. company workforce are members of a racial or ethnic minority, and approximately 61% are women. More than 40% of [its] U.S. owner/operators and an even higher percentage of the people in training to become owner/operators are minorities and women." They also "purchase more than $4 billion a year in food and paper products from U.S. minority and women-owned businesses." Because of their diversity initiatives, McDonald's has been awarded a number of awards including Among Top 50 Places for Hispanic Women to work in 2004 by Latina Style, Among 50 Best Companies for Minorities in 2003 by the National Hispanic Corporate Council and Top Company for Hispanics in 2005 by Hispanic Business Magazine (People). Furthermore, "McDonald's Hispanic franchisees, when combined, represent the largest single Hispanic business in the country" (Diversity). <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">Furthermore, with the Hispanic population growing in size, McDonald's has focused some of it's marketing towards the ethnic group with the campaign "Me Encanta." It is the literal Spanish translation of McDonald's global slogan, "I'm Lovin' It." According the VPE Public Relations, the Hispanic specializing pr agency that works with McDonald's, "In 2004, the country’s estimated 40 million Hispanics are spending nearly $700 billion on goods and services. If this country’s Latinos were a nation, its gross domestic product (GDP) would rank ninth in the world, just below Canada. By 2008, researchers predict that Hispanics’ buying power will be about $1 trillion per year, representing an astounding growth rate of over 450 percent since 1990. Latinos are the largest and youngest ethnic minority group in the United States. By 2050, one of every four Americans will be Hispanic, a number that will exceed 100 million" (Hispanic Snapshot). <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">According to <a href="http://www.vpepr.com/">VPE Public Relations' </a>Web site, "since 1992, VPE has played an instrumental role in strengthening McDonald's standing as the favorite quick-service restaurant of Hispanic families. VPE works hand-in-hand with the company's Communications and Marketing departments to adapt national initiatives in a meaningful way to the Hispanic market. Examples of successfully executed assignments include national concert tours for artists like Enrique Iglesias, Alejandro Fernandez and Molotov; major events like Fiesta Broadway and Calle Ocho; national promotions like Monopoly and Happy Meals; corporate responsibility initiatives like Go Active!; and sporting events such as World Cup, Olympics and All-American basketball. VPE has also worked closely with Ronald McDonald House Charities in establishing its HACER Scholarship Program as the country's largest serving Hispanic high school students" (<span style="COLOR: black">McDonald's). <a href="http://www.almaddb.com/">Alma DDB</a>, an integrated advertising agency specializing in the Hispanic market is also working on the Me Encanta campaign since 1994. According to Alma DDB Communications Manager, Olimpia Del Boccio, they "managed all the communications in terms of advertising and image for the Hispanic Market." The agency has produced many things for McDonald's including TV, print, radio and interactive ads. These campaigns and advertisements have won a number of awards including National Gold, District Silver, Local Silver and Local Gold at Addy Awards. They have also won Silver at the Best of Ad Age, Gold at Ad Age Hispanic, Gold at CRESTA and more (Awards). </span><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; COLOR: black" lang="RU">One of their services including the entire "<a href="http://www.meencanta.com/">Me Encanta</a>" Web site.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> The Web site is easy to navigate and is in both Spanish and English. Some of the videos however, such as the Tips from Missael Espinoza, from the Mexico Soccer team in only in Spanish and does not contain any subtitles unlike the rest of the videos. The links are relevant and sort the information into four categories: Your Music, Scholarships, Mexican National Team and Latin Pride. The Scholarships tab is the only one that leads to a bigger Web site designed to inform Hispanic students and parents about college and applying for scholarships. The Web site is only for consumer use. <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">McDonald's slogan or campaign theme of "Me Encanta" is clever and shows that although McDonald's is marketing towards Hispanics, the population is still part of the general population. Sometimes campaigns designed around a certain racial or ethical group will distinguish their differences instead of their strengths, morals and values. The public members (the Hispanic community) will relate to the theme and will enjoy that their material is available in both English and Spanish.Some of the video clips are available in Spanish and then in an accented English. McDonald's also uses the phrase "Mi Lado Latino" which means My Latino Side. This campaign is to promote Latino pride by providing consumers with computer wallpapers, t-shirt iron-ons, stencils, etc. with both the slogan and the McDonald's logo. While the idea is great, there isn't anything behind the campaign. There should be some information about Hispanic organizations, National Hispanic Month and things people could be proud about rather than just brand placement. <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">From a media standpoint, there isn't any links talking about what McDonald's is doing through its Hispanic marketing (Me Encanta). Surprisingly, the media center at McDonald's.com did not contain a general McDonald's press kit including a fact sheet or a backgrounder. The only material was pertaining to specific campaigns. And does not have that many press releases and none dealing with Hispanic marketing and campaign programs. It did have information on it's African-American Campaign 365Black and their work for Black History month. There were nothing about Hispanic History Month or the Me Encanta campaign (Electronic Press Kits Archive). The news releases that were found about "Me Encanta" were hosted on Web sites like PRnewswire.com and were pertaining to scholarships giving to Hispanic students. The majority of these documents concentrated on who received the money and how much money McDonald's had donated so far. There were also a number about college workshops being hosted in a number of high schools across the country. The documents concentrated on the scholarships rather than the restaurant (McDonald's Hispanic news on <a href="http://www.prnewswire.com/">PRNewswire.com</a>). However, on the general McDonald's Web site there is an <a href="http://http//www.aboutmcdonalds.com/mcd/media_center.html">electronic press kit </a>for the entire <a href="http://http//www.aboutmcdonalds.com/mcd/media_center/press_kits/mccafe_perksupcoffee.html">McCafé</a><span style="COLOR: black"><a href="http://http//www.aboutmcdonalds.com/mcd/media_center/press_kits/mccafe_perksupcoffee.html"> campaign</a>, and includes an fact sheet in Spanish (McCafé Perks Up Coffee Lovers Coast-To-Coast).</span> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> McDonald's also does not release information about their planning or marketing procedures. Attempts were made to contact representatives via phone calls and twitter and both times we were directed to the McDonald's Web site. The contact us student section states, "If you cannot find the information you are looking for on our website, then the information is either not available or it is considered proprietary/confidential. As such, we would not be able to answer your questions. And it went one to say "oftentimes, students ask very specific questions about McDonald's sales, business strategies and product information. However, due to the highly competitive nature of the quick-service restaurant industry, we simply cannot respond to questions of this nature" (Contact Us: Students). Contacting a representative from VPE Public Relations was also unsuccessful and as previously stated Alma DDB would only tell us what type of work they do for McDonald's. Therefore it is hard to find what particular planning measures that were taken prior to the launch. It is hard to know what type of research was conducted prior to the launch of the "Me Encanta" or "McCafé" campaign. However, because McDonald's is working with an agency and firm who specialize in the Hispanic market, it is general "Me Encanta" advertisement, which are merely the normal ads translated into Spanish. Having the English version of the Hispanic advertising spoken with a Spanish English accent was good move because it shows that many Hispanics speak English and that you don't have to just market only Spanish. It also shows that there are more to Hispanic culture than just the language (McCafé - Your search). And it is estimated that McDonald's McCafé campaign "is expected to receive an outpouring of more than $100 million fanned out across TV, print, radio, outdoor, Internet, events, PR and sampling" (Allison, Melissa). For the execution of the general McCafé campaign, McDonald's offered "Mocha Mondays" where they would give free samples of either their Iced Mocha or Hot Mocha beverage (<i style="mso-bidi-font-style: normal">McDonald's(R) Anticipates Giving Away an Estimated 10 Million Samples).</i> They were also hosting a contest "McCafé Your Day" during the launch of the product, in including a grand prize of a $50,000 Visa gift cards (<i style="mso-bidi-font-style: normal">Perking Up This May, McCafé)</i>. Without information provided by McDonald's or the agency/firm, it is hard to tell if any evaluation was conducted after the launch to see if it was a success within the Hispanic markets. However, McDonald's is up for Ad Age's Marketer of the Year and received a lot of press on it's big McCafé advertising push (Vote for Ad Age's 2009 Marketer of the Year). <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> Overall the "McCafé" campaign was well planned and executed. Some of the strengths of the campaign was that it had it's own interactive Web site in Spanish and English just for the Hispanic market and was able to play off their cultural and societal values. It also created advertising in both Spanish and Spanish accented English just for the Hispanic Market. Some of the weaknesses was that there didn't seem like a lot of articles picking up on the specialized and specific Hispanic marketing initiatives that McDonald's. And other than the Web site or advertising McDonald's didn't appear to have particular promotions or contests involving the McCafé in the Hispanic community. It would have been a good idea to have McCafé sponsor events or concerts centering around the Hispanic community. An opportunity for McDonald's is their upcoming sponsorship of the 2009 Latin Grammy's concert tour. They would have given out free samples and information at these events across the country. A threat for McDonald's is the importance that coffee and espresso products play in Hispanic culture. McDonald's is truly trying to bring society awareness that a fast food company can provide coffee products at low prices without compromising the quality. Strategies and tactics that work well with this audience is making things family and music orientated and quality at a low price. McDonald's does this through it's McCafé section on Me Encanta, where it plays a Latin "Café" song and talks about the quality ingredients that goes into the product (McCafé - Home). Also by creating McCafé coffee shop it is promoting an atmosphere were the entire family can enjoy McCafé products. <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">Competitors in the quick-serve food industry are also jumping on the Hispanic marketing bandwagon. Burger King is "putting ads in such publications as <i style="mso-bidi-font-style: normal">Poder</i> and <i style="mso-bidi-font-style: normal">Hispanic Enterprise</i>" (Del Valle, Elena). According to the Director of MultiCultural Marketing for BKC, Alexandra Galindez, "Burger King Corp. is committed to engaging Hispanic consumers in a meaningful and relevant way" (Burger King). Burger King's main Hispanic campaign is "Futbol Kingdom" an interactive Web site with games and information about their "Futbol Kingdom" city tour (Futbol Kingdom). However, Burger King has made some "offensive" advertising for the European market, including one depicting a "little bit" Mexican man wearing the Mexican flag and promoting the Texican Burger. (Mexico protests Europe Burger King Texican Whopper advertisement's use of Mexican flag). Another quick-service food industry competitor is Wendy's. However, their site offered even less than Burger King's even though it references Vidal Partners for handling their Hispanic advertising (News). At the top right hand corner you could change the Web site from US English to US Espanol. However, this just translated the already present material and cut down on some of it's content. It removed the news & offers, ads and about us sections (Wendy's). Out of the three quick-service restaurants, McDonald's definitely not only had the most available for Hispanics when it came to advertising and interactive Web sites but also researched the market so not to offend the Hispanic market and community. Neither Wendy's nor Burger King had Hispanic oriented social media. Although they both had a general twitter (@theBKlounge, @therealwendys) and a facebook pages. This is the same as McDonald's (@McDonald's) and perhaps a spanish-only assumed that not much research had to be conducted for this particular campaign and that the agency/firm were familiar with Hispanic culture, society and values. As for the tactics, the goal of the campaign is to increase awareness and sales of McDonald's new coffee line, McCafé. And furthermore, to create positive attitudes of Hispanic consumers towards fast food coffee and espresso products. For the "Me Encanta" and "McCafé," McDonald's hosts interactive Spanish-English Web sites. According to the Alama DBB Web site, "Hispanics have a cultural relationship with coffee; they can sense when it isn't fresh or when it's been watered down. They trust their senses and know when something is real because they can see it, feel it, hear it, smell it and taste it. That's why our ideas was to take consumers to experience McCafé coffees with their 5 senses. We created www.meencanta.com/McCafé, a site with a great variety of activities that give consumers a space to interact with the product while stimulating their senses, using their webcam, microphone, headphones, mouse and keyboard" (McCafé). <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">Also the advertising for McCafé are made specially for Hispanics compared to the <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">facebook and twitter account will be soon implemented by the fast-food giants. <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">McDonald's currently has a website specifically tailored to the Hispanic community in both English and Spanish: <a href="http://www.meencanta.com/">www.meencanta.com</a>. On this website, viewers will see a colorful display with interactive features to keep them enticed. Within that website, viewers will find a page for the McDonald's "McCafé." It also has an interactive display with Hispanic-styled music; the website is in both English and Spanish.
<br /></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">Through McDonald's Electronic Press Kit for their McCafé, viewers will see their mission statement, stating, "McDonald's McCafé espresso-based coffees are available nationwide, giving consumers a variety of customizable beverages that can be enjoyed any time of the day, as morning pick-me-ups or indulgent afternoon treats... McDonald's McCafé beverages include espresso-based coffees such as cappuccinos, lattes, mochas, iced lattes, and iced mochas, as well as hot and ices Premium Roast brewed coffees and hot chocolate." (</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">“McDonald’s Electronic Press Kit.”)</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> On this website, there are press releases, and promotional images and videos, specific to McCafé. The images they place on this site, not only include the product, but the images are of where the products are from with photographs of coffee farms and coffee beans. This goes to show consumers and the media that McDonald's McCafés are fresh and natural. <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times" lang="RU"> </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times; mso-ansi-language: EN-US" lang="EN-US"><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times" lang="RU">Upon entering the Hispanic McCafé website (<a href="http://www.meencanta.com/mccafe/index_english.jsp">http://www.meencanta.com/mccafe/index_english.jsp</a>), viewers will be first see the eye-catching layout and then hear the McCafé music, modeled from Hispanic beats. The lyrics to the short music bit repeats: "cafe, caliente, soloso, my cafe," translated to coffee, hot, alone, my coffee. As the view moves throughout the site, they will experience all 5 senses of the McCafé: touch, taste, hear, smell and sight. The first link will bring the viewer to an interactive page where they can "touch" coffee beans by playing around on their keyboard. The second link will bring the viewers to another interactive page that explores the "taste" sense by putting the viewers face within the coffee's reflection. The third link will bring the viewers to a music bit that explores the "hearing" sense through aromatic sounds of brewing, pouring, and drinking coffee. The next and fourth links will bring viewers to a page that allows them to play with coffee foam, which represents the "smell" sense. The final and fifth link that explores the "sight" sense will bring the viewer to two commercials for the McCafé.
<br /></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">In "The Seattle Times" article, "McDonald's outspends Starbucks 4:1 on new ad campaign, reporter Melissa Allison describes how McDonald's is bringing in heavy competition for Starbuck Coffee Company. She says, "Now Starbucks is trying harder, with a brand campaign that launched this week as McDonald's begins an ad blitz for its espresso drinks, which have been rolling out for years but finally reached more than 11,000 stores." ("Coffee City McDonald's outspends Starbucks 4:1 on new ad campaign Seattle Times Newspaper.") The articles says how McDonald's will probably bring in more than $100 million through this new advertising campaign, using television, print, radio, internet, events, PR and sampling means of promotion. <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"It’s cornered the market on Big Macs, fries, and shakes. And now McDonald’s is riding a massive marketing campaign to make gastronomic gains in premium coffee," states "The Boston Globe" in a June 18, 2009 article. ("McDonald's gains ground on coffee rivals Dunkin', Starbucks - The Boston Globe.") Reporter Jenn Abelson describes how with the introduction of the McDonald's McCafé, there is going to be a increased competition in the coffee industry. "McDonald’s is 'like a 9,000-pound gorilla,' said Dennis Lombardi, executive vice president of food service strategies for WD Partners, a restaurant and retail design and development consultancy. "They have made a very strong push to build share with its McCafé brand and to show it is an alternative to coffeehouses.'" ("McDonald's gains ground on coffee rivals Dunkin', Starbucks - The Boston Globe.")
<br /></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">ABC News states, "McDonald's Corp. on Tuesday began a more than $100 million marketing campaign including TV, radio, print, online and outdoor ads for its McCafé line of espresso drinks. The drinks are now being rolled out to the chain's 14,000 U.S. locations." ("Coffee Retailers Heat up Advertising, Cut Prices - ABC News.") This article talks about the drop in prices advertising prices as the competition to advertise goes up.
<br /></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">In a blog on HispanicAd.com, Manny Gonzalez describes in detail the four "P" of advertising within McDonald's McCafé Campaign. He states that within the product domain, the McCafé has contributed to about 2.8% increase in McDonald's U.S. sales. He goes on to say that the cause of McDonald's success is their diverse pricing strategy. Within the place domain, what also contributes to this success is the direct relationship between franchises and corporation. Through this direct relationship, McDonald's helps franchises become well-represented ethnically, as the most prominent and successful franchisees are in LA and NY, where many Latinos reside. He then examines McCafé's promotions and concludes that McDonald's marketing is centered around the multicultural aspect. They realize that they need to be marketing to a diverse population. (http://www.hispanicad.com/blog/?p=169)
<br /></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">In "McDonald's Mobile Campaign Targets Hispanics," reporter Mark Walsh says that 10 million samples of the McCafé will be given away on "Mocha Mondays" "as part of its broader push behind the new McCafé coffee line." Working with a mobile ad network, McDonald's, specifically targeting the 2.3 million New York Hispanics, created a mobile text messaging system that will remind users to take part in the "Mocha Mondays," where they will receive a free 7 oz. Iced McCafé Mocha or an 8 oz. Hot McCafé Mocha. ("MediaPost Publications McDonald's Mobile Campaign Targets Hispanics 08/06/2009.")</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">On May 5, 2009, McDonald’s released their “McDonald’s McCafé Perks Coffee Lovers Coast-to-Coast press release.<span style="mso-spacerun: yes"> </span>It examines the new McDonald’s McCafé beverages.<span style="mso-spacerun: yes"> </span>In the press release, the slogan “McCafé Your Day” is introduced as well as a contest and sweepstakes where “consumers are invited to visit <a href="http://www.mcdonalds.com/mccafe">www.mcdonalds.com/mccafe</a> to submit a story and photo about why they or someone they know deserve a chance to be one of two grand prize winners, each taking home a $50,000 Visa gift card and $500.” (</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McCafé Perks Up Coffee Lovers Coast-To-Coast."</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">)<span style="mso-spacerun: yes"> </span>The news release goes on to explain the enormous launch of the McCafé:<o:p></o:p></span></p><p style="TEXT-INDENT: 0.5in; MARGIN: 0in 0.5in 12pt" class="MsoNormal"><i style="mso-bidi-font-style: normal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; FONT-SIZE: 11pt; mso-ansi-language: EN-US" lang="EN-US">In 2006, McDonald’s successfully introduced Premium Roast dip coffee.<span style="mso-spacerun: yes"> </span>In 2007, the company introduced iced Coffees to the menu and began testing the full-line of espresso-based specialty coffees in selected U.S. markets.<span style="mso-spacerun: yes"> </span>The national introduction of McCafé marks McDonald’s largest product launch in 30 years, since the introduction of the Egg McMuffin sandwich to its national breakfast menu in 1977.</span></i><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; FONT-SIZE: 11pt; mso-ansi-language: EN-US" lang="EN-US"> (</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McCafé Perks Up Coffee Lovers Coast-To-Coast."</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; FONT-SIZE: 11pt; mso-ansi-language: EN-US" lang="EN-US">)<o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 12pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">The July 9, 2009 press release, “McDonald’s Anticipates Giving Away an Estimated 10 Million Samples during the ‘McCafé Mocha Monday’ Nationwide Sampling Event Starting July 13,” introduces the McCafé Mocha Monday, where consumers can get free (specified) coffee each Monday from 7 a.m. to 7 p.m. at participating restaurants from July 13 to August 3.<span style="mso-spacerun: yes"> </span>This press release states that this is the largest sampling initiative McDonald’s has ever taken.<span style="mso-spacerun: yes"> </span>Like in the previously-mentioned press release, this release goes over the McCafé Contest and Sweepstakes, as well as a brief overview of the McDonald’s brand coffee. (</span><i><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">McDONALD’S® ANTICIPATES GIVING AWAY AN ESTIMATED 10 MILLION SAMPLES DURING THE “McCAFÉ® MOCHA MONDAY” NATIONWIDE SAMPLING EVENT STARTING JULY 13</span></i><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">)<o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">Found on Hispanic PR Wire, a press release, “Gavina Coffee Helps Put the Accent on McDonald’s New McCafé Brand,” goes into a detailed overview of coffee supplier behind the McCafé.<span style="mso-spacerun: yes"> </span>It talks about how a family-owned company, known as Gavina Gourmet Coffee of Los Angeles “helped formulate the company’s successful line of McCafé specialty coffee drinks recently launched on a national level.”<span style="mso-spacerun: yes"> </span>(</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"Hispanic PR Wire - Gavina Coffee Helps Put the Accent on McDonald's(R) New McCafé(R) Brand."</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">)<span style="mso-spacerun: yes"> </span>The press release goes into a history and ends with a quote from the owner of the supplier; he says that “McDonald’s has given [the company] an opportunity to prove [themselves.]” (</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"Hispanic PR Wire - Gavina Coffee Helps Put the Accent on McDonald's(R) New McCafé(R) Brand."</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">)<o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: 0.5in; MARGIN: 0in 0in 0pt" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">Overall, the media coverage seems to be similar to McDonald’s messages.<span style="mso-spacerun: yes"> </span>There have not been any controversies around the new McCafé beverage, so there are not different in messages.<span style="mso-spacerun: yes"> </span>All the media coverage seems to center around how McDonald’s is new competition for other coffee brands and how McDonald’s has invested so much into their McCafé campaign.<span style="mso-spacerun: yes"> </span>The press releases typically talk about what McCafé is and how it came to be.<span style="mso-spacerun: yes"> </span>They also illustrate the different events to help promote the McCafé.<span style="mso-spacerun: yes"> </span>The media seems to use this same information about the fact of McCafé in their coverage.
<br /><span style="mso-tab-count: 1"> </span></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: Times; mso-bidi-font-family: Times" lang="RU">When compared to McDonald's competitors the brand is far ahead when it comes to Hispanic marketing but furthermore, it's outreach allows Hispanic consumers to connect on a deeper level with the brand. It shows effort to produce Hispanic oriented commercials in both Spanish and Spanish-accented English. And their Hispanic oriented Web site, Me Encanta, is impressive along with their specific product interactive Web sites. Hispanics should be proud to know that their consumer buying power is being taken seriously and that companies are specifically adjusting to meet their needs, culture, values and norms.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"><br style="mso-special-character: line-break"><br style="mso-special-character: line-break"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p> </o:p></span></p><p style="TEXT-ALIGN: center; LINE-HEIGHT: 200%; MARGIN: 0in 0in 0pt" class="MsoNormal" align="center"><b style="mso-bidi-font-weight: normal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">Resources</span></b><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">Allison, Melissa. "McDonald's outspends Starbucks 4:1 on new ad campaign Seattle Times Newspaper." <i style="mso-bidi-font-style: normal">The Seattle Times</i>. Seattle Times Newspaper, 6 May 2009. Web. 20 Oct. 2009. <http://seattletimes.nwsource.com/html/coffeecity/2009186271_mcdonald's_outspends_starbucks.html?syndication=rss>. </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Awards." <i style="mso-bidi-font-style: normal">Behind ALMA DDB</i>. ALMA DDB. Web. 20 Oct. 2009. <http://www.almaddb.com/>. </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU"> Burger King. Burger King. <i style="mso-bidi-font-style: normal">Burger King Corp. Kicks Off Its Annual Fútbol KingdomSM National Tour And Debuts The Bk Fútboladores</i>. <i style="mso-bidi-font-style: normal">Press Room</i>. Burger King, 28 Sept. 2009. Web. 20 Oct. 2009. <http://www.bk.com/en/us/company-info/press/press-release1007.html>. </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Calorie Posting Regulations." <i style="mso-bidi-font-style: normal">Food Safety and Community Sanitation</i>. New York City Department of Health and Mental Hygiene. Web. 19 Oct. 2009. <http://www.nyc.gov/html/doh/html/inspect/insp-calorie-posting.shtml></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Contact Us: Students." <i style="mso-bidi-font-style: normal">McDonald's USA</i>. McDonald's Corporation. Web. 19 Oct. 2009. <http://www.mcdonald's.com/contact/contact_us/students.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"Coffee City McDonald's outspends Starbucks 4:1 on new ad campaign Seattle Times Newspaper." <i>The Seattle Times Seattle Times Newspaper</i>. Web. 20 Oct. 2009. <http://seattletimes.nwsource.com/html/coffeecity/2009186271_mcdonalds_outspends_starbucks.html?syndication=rss>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"Coffee Retailers Heat up Advertising, Cut Prices - ABC News." <i>ABCNews.com - Breaking news, politics, online news, world news, feature stories, celebrity interviews and more - ABC News</i>. Web. 20 Oct. 2009. <http://abcnews.go.com/business/wirestory?id=7509460>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">Del Valle, Elena. "Burger King launches diversity oriented print marketing campaign ." Hispanic Marketing & Public Relations, 10 Jan. 2008. Web. 20 Oct. 2009. <http://www.hispanicmpr.com/2008/01/10/burger-king-launches-diversity-oriented-print-marketing-campaign/>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Diversity." <i style="mso-bidi-font-style: normal">McDonald's USA</i>. McDonald's Corporation. Web. 19 Oct. 2009. <http://www.mcdonald's.com/usa/work/diversity.html?dcsext.destination=http://www.mcdonald's.com/usa/work/diversity.html&dcsext.destination=http://www.mcdonald's.com/usa/work/diversity.html?dcsext.destination=http://www.mcdonald's.com/usa/work/diversity.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Electronic Press Kits Archive." <i style="mso-bidi-font-style: normal">About McDonald's</i>. McDonald's Corporation. Web. 19 Oct. 2009. <http://www.aboutmcdonald's.com/mcd/media_center/press_kits.html></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Futbol Kingdom." <i style="mso-bidi-font-style: normal">Futbol Kingdom</i>. Burger King Corporation. Web. 20 Oct. 2009. <http://www.bk.com/en/us/campaigns/futbol-kingdom.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Hispanic Snapshot." <i style="mso-bidi-font-style: normal">VPE Public Relations is an Hispanic Agency</i>. VPE Public Relations. Web. 19 Oct. 2009. <http://www.vpepr.com/cs_hispanic.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"Hispanic PR Wire - Gavina Coffee Helps Put the Accent on McDonald's(R) New McCafe(R) Brand." <i>Hispanic PR Wire - The nations leading Hispanic press release distribution service</i>. Web. 20 Oct. 2009. <http://www.hispanicprwire.com/news.php?l=in&id=14500&cha=4>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McCafé." <i style="mso-bidi-font-style: normal">Portfolio Interactive</i>. ALMA DDB. Web. 20 Oct. 2009. <http://www.almaddb.com/>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU"> "McCafé - Home." <i style="mso-bidi-font-style: normal">MeEncanta.com</i>. McDonald's Corporation. Web. 20 Oct. 2009. <http://www.meencanta.com/mccafé/index_english.jsp>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McCafé Perks Up Coffee Lovers Coast-To-Coast." <i style="mso-bidi-font-style: normal">Media Center</i>. McDonald's Corporation. Web. 20 Oct. 2009. <http://www.aboutmcdonald's.com/mcd/media_center/press_kits/mccafé_perksupcoffee.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McCafé - Your search." <i style="mso-bidi-font-style: normal">MeEncanta.com</i>. McDonald's Corporation. Web. 20 Oct. 2009. <http://www.meencanta.com/mccafé/your_search.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">McDonald's. McDonald's USA. <i style="mso-bidi-font-style: normal">McDonald's(R) Anticipates Giving Away an Estimated 10 Million Samples During the 'McCafé(R) Mocha Monday' Nationwide Sampling Event Starting July 13</i>. <i style="mso-bidi-font-style: normal">Hispanic PR Wire</i>. 10 July 2009. Web. 20 Oct. 2009. <http://www.hispanicprwire.com/news.php?l=in&id=14527&cha=4>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">McDonald's. McDonald's USA. <i style="mso-bidi-font-style: normal">Perking Up This May, McCafé(R) Gives Consumers A Better Day With Online Contest & Sweepstakes</i>. <i style="mso-bidi-font-style: normal">Hispanic PR Wire</i>. 5 May 2009. Web. 20 Oct. 2009. <http://www.hispanicprwire.com/news.php?l=in&id=14131&cha=4>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><i><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">McDONALD’S® ANTICIPATES GIVING AWAY AN ESTIMATED 10 MILLION SAMPLES DURING THE “McCAFÉ® MOCHA MONDAY” NATIONWIDE SAMPLING EVENT STARTING JULY 13</span></i><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">. Web. 20 Oct. 2009. <http://mcdepk.com/mccafe/070909/mccafe_mocha_monday_national_release.pdf>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McDonald's." <i style="mso-bidi-font-style: normal">VPE Public Relations is a Hispanic Agency</i>. VPE Public Relations. Web. 19 Oct. 2009. <http://www.vpepr.com/casestudy_cs_mcd.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><i style="mso-bidi-font-style: normal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU"> McDonald's Corporation</span></i><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">. Hoover's. Web. 19 Oct. 2009. <http://premium.hoovers.com/subscribe/co/industry.xhtml?id=ffffrfskcfcrhyctjc</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"McDonald's Electronic Press Kit." <i>McDonald's Electronic Press Kit Main Directory</i>. Web. 19 Oct. 2009. <http://mcdepk.com/mccafe/>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McDonald's hispanic news on PRNewswire.com." <i style="mso-bidi-font-style: normal">PR Newswire: press release distribution, targeting, monitoring and marketing</i>. PR Newswire. Web. 19 Oct. 2009. <http://www.prnewswire.com/search/?sch1=news&datechoice=20090422&keywords=mcdonald's+hispanic&y=12&contributor=&x=19</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McDonald's History." <i style="mso-bidi-font-style: normal">About McDonald's</i>. McDonald's Corporation. Web. 19 Oct. 2009. <http://www.aboutmcdonald's.com/mcd/our_company/mcd_history.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"McDonald's gains ground on coffee rivals Dunkin', Starbucks - The Boston Globe." <i>Boston.com</i>. Web. 20 Oct. 2009. <http://www.boston.com/business/articles/2009/06/18/mcdonalds_gains_ground_on_coffee_rivals_dunkin_starbucks/>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"McDonald's Raises Quarterly Cash Dividend By 10%." <i style="mso-bidi-font-style: normal">McDonald's Financial Press Release</i>. McDonald's Corporation, 24 Sept. 2009. Web. 19 Oct. 2009. <http://phx.corporate-ir.net/phoenix.zhtml?c=97876&p=irol-newsarticle&id=1335358&highlight=>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Me Encanta." <i style="mso-bidi-font-style: normal">Me Encanta</i>. McDonald's Corporation. Web. 19 Oct. 2009. <http://www.meencanta.com></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU">"MediaPost Publications McDonald's Mobile Campaign Targets Hispanics 08/06/2009." <i>MediaPost - news and directories for media, marketing and online advertising professionals</i>. Web. 2</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US">0</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> Oct. 2009. <http://www.mediapost.com/publications/index.cfm?fa=articles.showarticle&art_aid=111164>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU"><o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Mexico protests Europe Burger King Texican Whopper advertisement's use of Mexican flag." <i style="mso-bidi-font-style: normal">The New York News</i>. 14 Apr. 2009. Web. 20 Oct. 2009. <http://www.nydailynews.com/money/2009/04/14/2009-04-14_mexico_protests_europe_burger_king_texican_whopper_advertisments_use_of_mexican_.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"News." <i style="mso-bidi-font-style: normal">Wendy's</i>. Web. 20 Oct. 2009. <http://www.wendys.com/news/news/index.jsp?news=13>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"People." <i style="mso-bidi-font-style: normal">McDonald's USA</i>. McDonald's Corporation. Web. 19 Oct. 2009. <http://www.mcdonald's.com/usa/good/people.html>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Super Size Me (2004)." <i style="mso-bidi-font-style: normal">The Internet Movie Database (IMDb)</i>. Web. 19 Oct. 2009. </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"><a href="http://www.imdb.com/title/tt0390521/"><span style="COLOR: black; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''">http://www.imdb.com/title/tt0390521/</span></a></span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Vote for Ad Age's 2009 Marketer of the Year." <i style="mso-bidi-font-style: normal">Ad & Marketing Industry News</i>. Advertising Age. Web. 20 Oct. 2009. <http://adage.com/article?article_id=139677>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> <o:p></o:p></span></p><p style="LINE-HEIGHT: 200%; TEXT-INDENT: -0.5in; MARGIN: 0in 0in 0pt 0.5in" class="MsoNormal"><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-fareast-font-family: ''Times New Roman''; mso-bidi-font-family: ''Times New Roman''" lang="RU">"Wendy's." <i style="mso-bidi-font-style: normal">Wendy's - Quality Fresh Food & Ingredients Are Our Recipe</i>. Web. 21 Oct. 2009. <http://www.wendys.com>.</span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'" lang="RU"> </span><span style="FONT-FAMILY: 'Calibri', 'sans-serif'; mso-ansi-language: EN-US" lang="EN-US"><o:p></o:p></span></p>
<br />Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com58tag:blogger.com,1999:blog-7846766723893890993.post-75413742473669873352009-04-03T10:56:00.000-07:002009-04-03T11:13:54.538-07:00The Big O: How Oprah Winfrey Built Her Brand<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CWindows%5CTEMP%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CWindows%5CTEMP%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" href="file:///C:%5CWindows%5CTEMP%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:Wingdings; panose-1:5 0 0 0 0 0 0 0 0 0; mso-font-charset:2; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:0 268435456 0 0 -2147483648 0;} @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-1610611985 1107304683 0 0 159 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-1610611985 1073750139 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin-top:0in; margin-right:0in; margin-bottom:10.0pt; margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:ZH-CN;} p.MsoNoSpacing, li.MsoNoSpacing, div.MsoNoSpacing {mso-style-priority:1; mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:ZH-CN;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} /* List Definitions */ @list l0 {mso-list-id:224217732; mso-list-type:hybrid; mso-list-template-ids:-851551850 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l0:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l0:level2 {mso-level-number-format:bullet; mso-level-text:o; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:"Courier New";} @list l1 {mso-list-id:387386333; mso-list-type:hybrid; mso-list-template-ids:-2118977296 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l1:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l1:level2 {mso-level-number-format:bullet; mso-level-text:o; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:"Courier New";} @list l2 {mso-list-id:466707764; mso-list-type:hybrid; mso-list-template-ids:-2137779778 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l2:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l3 {mso-list-id:675500148; mso-list-type:hybrid; mso-list-template-ids:-1770066174 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l3:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l4 {mso-list-id:874848694; mso-list-type:hybrid; mso-list-template-ids:-526849102 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l4:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l5 {mso-list-id:1559246769; mso-list-type:hybrid; mso-list-template-ids:1692969178 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l5:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l6 {mso-list-id:1650591156; mso-list-type:hybrid; mso-list-template-ids:1440794290 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l6:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l6:level2 {mso-level-number-format:bullet; mso-level-text:o; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:"Courier New";} @list l7 {mso-list-id:1792899791; mso-list-type:hybrid; mso-list-template-ids:1863090058 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l7:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} ol {margin-bottom:0in;} ul {margin-bottom:0in;} -<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CWindows%5CTEMP%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CWindows%5CTEMP%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" href="file:///C:%5CWindows%5CTEMP%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:Wingdings; panose-1:5 0 0 0 0 0 0 0 0 0; mso-font-charset:2; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:0 268435456 0 0 -2147483648 0;} @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-1610611985 1107304683 0 0 159 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-1610611985 1073750139 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin-top:0in; margin-right:0in; margin-bottom:10.0pt; margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:ZH-CN;} p.MsoNoSpacing, li.MsoNoSpacing, div.MsoNoSpacing {mso-style-priority:1; mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:ZH-CN;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} /* List Definitions */ @list l0 {mso-list-id:224217732; mso-list-type:hybrid; mso-list-template-ids:-851551850 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l0:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l0:level2 {mso-level-number-format:bullet; mso-level-text:o; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:"Courier New";} @list l1 {mso-list-id:387386333; mso-list-type:hybrid; mso-list-template-ids:-2118977296 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l1:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l1:level2 {mso-level-number-format:bullet; mso-level-text:o; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:"Courier New";} @list l2 {mso-list-id:466707764; mso-list-type:hybrid; mso-list-template-ids:-2137779778 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l2:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l3 {mso-list-id:675500148; mso-list-type:hybrid; mso-list-template-ids:-1770066174 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l3:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l4 {mso-list-id:874848694; mso-list-type:hybrid; mso-list-template-ids:-526849102 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l4:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l5 {mso-list-id:1559246769; mso-list-type:hybrid; mso-list-template-ids:1692969178 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l5:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l6 {mso-list-id:1650591156; mso-list-type:hybrid; mso-list-template-ids:1440794290 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l6:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} @list l6:level2 {mso-level-number-format:bullet; mso-level-text:o; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:"Courier New";} @list l7 {mso-list-id:1792899791; mso-list-type:hybrid; mso-list-template-ids:1863090058 67698689 67698691 67698693 67698689 67698691 67698693 67698689 67698691 67698693;} @list l7:level1 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-.25in; font-family:Symbol;} ol {margin-bottom:0in;} ul {margin-bottom:0in;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">By: Katherine Matz and Ellen Leto
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;"><span style="">
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Through the use of media and an uncanny honesty, Oprah Winfrey has created a powerful brand for herself. Winfrey has been connecting with people around the world for the past two decades as supervising producer and host of the award-winning <i>The Oprah Winfrey Show</i>. Her accomplishments as a global media leader and philanthropist have established her as one of the most respected and admired public figures today (Oprah Winfrey’s Biography). <span style=""> </span>Winfrey does not simply befriend her viewers, according to Jennifer Harris and Elwood Watson; she “transforms them into loyal consumers.”</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="text-indent: 0.5in; line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style="">Situation Analysis</span></b></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><b style=""><span style=""><o:p></o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Influenced by Barbara Walters on the <i style="">Today </i>Show, Winfrey began her media career in high school, when she worked at WVOL radio in Nashville. At the age of 19, she became the youngest person and the first African-American woman to anchor the news at Nashville's WTVF-TV (Oprah Winfrey’s Biography). At times, Winfrey struggled with the detached nature of news reporting and was criticized by her colleagues for being too emotional (Famous Entrepreneurs). Next, she moved to Baltimore to co-anchor the six o’clock newscast on WJZ-TV and was later appointed co-host of the station’s <i>People Are Talking</i><span style=""> morning show</span>.<span style=""> </span>This program helped Oprah to find her niche. She said, “I felt comfortable. I felt like I could be myself. All of those years I was on the news, I was always acting” (Koehn and Helms). Unfortunately, her bosses at WJZ-TV wanted her to change everything about her appearance, which was traumatic for her.
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">In 1984, Winfrey’s charismatic broadcasting style attracted the attention of Chicago’s ABC affiliate station, WLS-TV, and she was invited to host its half-hour morning show that had been struggling to maintain viewership against <i style="">The</i> <i style="">Phil Donahue Show</i>, an extremely popular, nationally syndicated program. (Koehn and Helms). Dennis Swanson, vice president and general manager of the station was not concerned with her appearance—he let Oprah be Oprah. With Winfrey as the host, <i style="">AM Chicago</i> became the number one local talk show just one month after she began. Due to the positive and progressive results of having Winfrey, the show expanded to one hour and was renamed <i>The Oprah Winfrey Show</i>. In 1986 it became the highest-rated talk show in television history and entered national syndication (Oprah Winfrey’s Biography).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Her success, as a woman and a minority, is a testimony to her innovative hosting style. At the time, the roughly 30-year-old talk show industry was dominated by <i style="">The Phil Donahue Show</i>. Donahue established the “sympathetic model” of talk shows: rather than entertain, the host consoled and educated guests about previously private issues. However, Donahue did not possess the relatable nature that Winfrey exudes. Winfrey opened herself up to her viewers, and, in turn, her viewers followed suit (Harris and Watson). Though Winfrey was never expected to out-perform Donahue (she was hired only to marginally improve the ratings numbers for <i style="">AM Chicago</i>), her viewership exceeded Donahue’s by nearly 2-to-1 within two months of her arrival (Koehn and Helms).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style=""><o:p> </o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Winfrey realized early that because of her swiftly mounting success she would need an agent to manage contracts and offers and hired Chicago entertainment lawyer Jeffrey Jacobs to represent her (Koehn and Helms). According to Patricia Sellers, while Dennis Swanson, WLS-TV, taught Winfrey to be herself, Jacobs convinced her that she could run an empire. An important part of this empire was the eventual ownership of her company.</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Due to Federal Communications Commission regulations, WLS-TV, an affiliate of ABC, could not distribute the program to non-affiliates. So by July 1985, after <i style="">The Oprah Winfrey Show</i> received offers from several national syndicators, King World was finally chosen for distribution. Jacobs negotiated a deal in which King World was required to obtain distribution rights from both WLS and Winfrey. By the first day of syndicated distribution, an unprecedented 138 local stations had purchased rights to her show (Koehn and Helms).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">That same year, Winfrey played the role of Sofia in the motion picture <i style="">The Color Purple</i>, sparking an interest in production. In May 1986, she established Harpo, Inc. The company was established to oversee publicity for her show, answer fan mail, and manage developing projects, including purchasing the rights to Toni Morrison’s novel, <i style="">Beloved</i> (Koehn and Helms). Jacobs was given a 5 percent share of the company. Three years later, when he was named president of Harpo, Inc., he was given 5 percent more (Sellers).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">With the help of Jacobs, Winfrey negotiated effective deals with King World and ABC, and Harpo, Inc. was able to claim a substantial portion of the shows profits. WLS-TV gave up its ownership after a short time, and with each renewal of King World’s distribution agreement, its share decreased<i style=""> </i>(Koehn and Helms). By late 1988, an estimated 11 million viewers in the United States watched <i style="">The Oprah Winfrey Show</i> each day, and licensing fees for local stations brought Harpo, Inc. around $100 million. Harpo’s current president, Tim Bennentt, says that this period “was a seminal moment when Oprah took control of herself. And by taking control, she opened up the door to getting the lion’s share of the profits for the show” (Koehn and Helms).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">King World and Harpo, Inc. continued to negotiate distribution deals for <i style="">The Oprah Winfrey Show</i> for about a decade. With each contract, King World’s share of the program’s revenues decrease and Winfrey’s share of King World and licensing fees increased. In 2002, King World relinquished its remaining portion of the show and full ownership was given to Harpo, Inc. At this point, annual revenues from <i style="">The Oprah Winfrey Show</i> were nearly $300 million, and Winfrey’s net worth exceeded $1 billion (Koehn and Helms).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="text-indent: 0.5in; line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style="">Research</span></b></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><b style=""><span style=""><o:p></o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style=""><o:p> </o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Winfrey is a multimedia mogul who has produced film and television programs and launched the most successful magazine start-up in history. Everything flows from her talk show, which she has used as a platform for sharing her struggles. She also uses her show to build a deep, personal connection with her audience, most of whom feel her values and aspirations reflect theirs. Winfrey has built her brand around her desire to build, produce and promote worthwhile projects. Her book club has become a key marketing force in the publishing industry, and it promotes undiscovered authors. In building an empire, she has become admired as an example of what a woman can do if she sets her mind to it (Montoya, 91).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Winfrey uses personal experiences, candidly revealing her vulnerabilities, to reach her viewers on an emotional level. Called <i style="">rapport</i> <i style="">talk</i> by <i style="">Time</i> magazine, this uniquely intimate approach of “personal dialogue, confession and compassion” was ground-breaking and her viewers connected with Oprah as they would with the closest of friends. The trust that developed between Winfrey and her viewers set a solid foundation for brand development.</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Beginning in the 1992-1993 television seasons, Oprah decided that she wanted to distinguish her program from other daytime talk shows by moving away from sensational topics. She wanted to be known to have a talk show that is more responsible, and would be a benefit and not belittle people. Oprah’s mission became to help her viewers live better lives through self-improvement and self-awareness. Although the show still had episodes where Oprah interviewed celebrities, it focused more on issues of personal importance. According to its official mission statement, Harpo’s goal was “to be a catalyst for transformation in people’s lives, to help them see themselves more clearly and to make the best choices they can using stories, real people’s experiences, information and ideas. Our intention is to create moments in which people can connect to the truest sense of themselves and build from there.”</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style=""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="">Self-help books were popular for decades before reaching a peak in the late 20th century. For consumers seeking guidance or inspiration, these books were an easily accessible, affordable and anonymous way to seek personal advice. In the 1980s, Oprah recognized self-help material as a theme for daytime television. Oprah was an active participant on her show and sometimes referred to her own experiences with sexual abuse and food addiction.
<br /></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style=""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="">In the mid 1990s, as many talk shows focused on self-help topics, <i>The Oprah Winfrey Show </i>introduced a personal growth theme known as “Live Your Best Life.” Winfrey inspired her viewers into action by focusing on physical and mental health, spirituality and self-fulfillment. Her audience was encouraged to exercise, meditate, read and volunteer, and Oprah persuaded them to take control of their lives and appreciate themselves. Her viewers came to associate personal growth less with the self-help authors who appeared on the show and more with Oprah herself. She added a segment called “Remembering Your Spirit,” which featured real life inspirational stories. All of this aided in the creation of a base for Oprah’s unique brand of self-help thinking.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-indent: 0.5in;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style="">Execution</span></b></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><b style=""><span style=""><o:p></o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style=""><o:p> </o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Harpo, Inc., responsible for the production of Winfrey’s program after its separation from WLS-TV, bought a $15 million space to convert into a studio in 1988 (Famous Entrepreneurs). Harpo Studios was designed to accommodate both <i style="">The Oprah Winfrey Show </i>and other large-scale projects. There, </span><span style="">Harpo Fims, Inc. has produced made-for-TV film projects based on classic and contemporary literature, including <i>Tuesdays with Morrie</i>, <i>Their Eyes Were Watching God</i>, and <i>For One More Day</i>. Many of her productions are award-winning. Harpo Studios has also created theater-released films like <i style="">Beloved</i> <span style="">and<i> The Great Debaters</i></span>, which received a Golden Globe nomination for Best Motion Picture (</span><span style="">Oprah Winfrey’s Biography</span><span style="">).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The show is seen by an estimated 44 million viewers a week in the United States and is broadcast internationally in 144 countries (Oprah Winfrey’s Biography). </span><span style="">Besides <i style="">The Oprah Winfrey Show</i>, Harpo Productions Inc. has created <i>Dr. Phil</i>, a syndicated daytime talk show, partnered with Rachael Ray in hosting a daily talk-show and created its first primetime series, <i>Oprah's Big Give.
<br /></i></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Beside TV producer, Winfrey is a magazine founder and editorial director. Winfrey, along with the help of Hearst Magazines, introduced <i>O, The Oprah Magazine</i>, in April 2000. <i style="">O</i> is a monthly women's lifestyle publication. It is credited as being the most successful magazine launch in recent history and currently has a circulation of 2.3 million readers each month (Oprah Winfrey’s Biography). Winfrey has also launched international editions of <i>O </i>in South Africa, extending her message to a broader audience. Today, Winfrey uses her Web site, Oprah.com, to provide resources related to <i>The Oprah Winfrey Show</i> and <i>O, The Oprah Magazine</i>. Her site offers advice to Women on everything from the mind, body and spirit to food, home and relationships. Oprah.com averages more than 6.7 million users per month (Oprah Winfrey’s Biography).<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The website also includes Oprah's Book Club, which began in 1996. Every year Winfrey </span><span style="">chooses works of fiction that she finds interesting and invites the authors on her show. Viewers have the opportunity to join Oprah's Book Club online. There are approximately 1 million members who are offered in-depth study guides, and expert Q & As (</span><span style="">Oprah Winfrey’s Biography</span><span style="">).
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Winfrey also launched a satellite radio channel in 2006.<span style=""> </span>The channel features original daily programming from Harpo Radio, Inc., which includes segments hosted by people from <i>The Oprah Winfrey Show</i> and <i>O, The Oprah Magazine.</i> She also has a 30-minute weekly radio show, <i>Oprah's</i> <i>Soul Series</i> (</span><span style="">Oprah Winfrey’s Biography</span><span style="">).<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Winfrey has used the media to turn herself into a global brand; however, one of the key aspects that has developed her brand is her role as philanthropist. She is a big believer in education, and through her charity, The Oprah Winfrey Foundation, she has supported the education and empowerment of women, children and families from around the world, especially those who have no means (Oprah Winfrey’s Biography.)</span><span style=""> </span><span style=""><span style=""> </span>On <i>The Oprah Winfrey Show</i>, Winfrey encouraged viewers to use their lives to make a difference in the lives of others.<span style=""> </span>One specific show led to the creation of the public charity Oprah's Angel Network in 1998. Oprah's Angel Network has raised more than $80 million, with 100 percent of audience donations going to nonprofit organizations across the globe (Oprah Winfrey’s Biography).
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">All of Winfrey’s projects have been deemed credible due to her brand. The Oprah brand has been developed over many years, and she has taken careful steps to maintain her brand.</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="text-indent: 0.5in; line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style="">Branding</span></b></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><b style=""><span style=""><o:p></o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Winfrey went from talk show host to the most powerful woman in America. This evolution occurred as she slowly transformed from Oprah the person to Oprah the brand.<span style=""> </span>Personal Branding is the art of attracting and keeping followers by actively shaping public perception (petermontoya.com). It is possible for public figures to control the way they are perceived. Winfrey realized early that talent alone would not take her to the top of her field, so she created and promoted her unique personal brand (petermontoya.com).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><b style=""><o:p></o:p></b></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Three components make up the heart of every personal brand: 1) Emotional impact, 2) Repetition and 3)Time (Montoya, 44). Emotional impact determines how someone feels about a person causing them to make a decision about their opinion on that person. A good personal brand triggers strong, positive responses in the people in its domain: confidence, admiration, fondness, trust and fascination (Montoya, 45). Winfrey triggered these emotions in her audience by sharing honest and true personal stories and struggles. A brand also must remain consistent to create an image in the minds of the audience. The best way to accomplish this is repeated exposure to the same brand message. Winfrey used multiple channels to get her message across including television, radio and magazine.<span style=""> </span>Personal branding also takes time. You can’t create strong perceptions overnight. Winfrey’s show has had 23 seasons.
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">When in the spotlight, everything affects your personal brand including the way you talk and dress, your education, where you’re from, your spouse, car, friends, presentation skills and how well you follow through on your promises (Montoya, 36).
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The key to personal branding success is <span style="">defining yourself instead of letting others define you (petermontoya.com). </span>Winfrey struggled in the beginning of her television career with negative perceptions of her image. She was seen as an overweight woman minority, which was unlike most typical television personalities. Her bosses at her first major television job in Baltimore wanted her to change her hair, lips, nose and other aspects of her appearance. She was quick to turn these potential flaws into the basis of her brand by sharing her personal struggles with the public.
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">It is possible to shape the public’s perception by defining strengths, values, goals and personality and presenting yourself in a compelling, persuasive manner (petermontoya.com). Winfrey constantly and consistently expressed herself and what she stood for to everyone she met. Winfrey’s ability to relate to her guests, passion for her subject matter, and willingness to be emotionally open on camera quickly made her known as a distinct persona in the talk show genre. In the image-driven world of television, Winfrey was candid about her flaws and vulnerabilities, one being her lifelong struggle to lose weight.</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">According to marketing and branding specialist, Peter Montoya, there are eight laws of personal branding: the laws of specialization, leadership, personality, distinctiveness, visibility, unity, persistence and goodwill. When Winfrey was developing her brand it seems that she was aware of these branding principles. Winfrey’s brand coincides with all of the Eight Laws of Personal Branding.
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The Law of Specialization has to do with a brand being precise and concentrating on a single strength, talent or achievement. The concentration can focus in on many different areas including ability, behavior, lifestyle, mission, product, profession or service (petermontoya.com). </span><span style="">Winfrey applied the Law of Specialization by </span><span style="">differentiating herself from other talk-show hosts with positivism, ambition and an honest desire to create meaningful projects (Montoya, 92).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The Law of Leadership states that</span><span style=""> in order for a brand to have authority and credibility, the source must be perceived as a leader by their audience. Leadership stems from excellence, position or recognition (petermontoya.com). </span><span style="">Winfrey used The Law of Leadership</span><span style=""> to make herself a mogul through hard work and a strong vision. She has become a voice of power and control in entertainment, media and publishing (Montoya, 92).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">A great personal brand must be built upon the source's true personality including their flaws, according to the <span style="">Law of Personality </span>(petermontoya.com). Winfrey applied </span><span style="">the Law of Personality by</span><span style=""> openly sharing her struggles, hopes and emotions with her audience (Montoya, 92).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The Law of Distinctiveness states that</span><span style=""> a personal brand must stand out against its competition (petermontoya.com). With the </span><span style="">Law of Distinctiveness, Winfrey </span><span style="">set herself apart from the dramatic and extreme talk show hosts.<span style=""> </span>She chose to be a positive force, a promoter of unknown talent and an advocate for women (Montoya, 92).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">In order to be successful, a brand also must be seen again and again, until it is imprinted in the minds of the audience. This is the Law of Visibility. This continual visibility leads to an assumption of quality because people assume if they see something all the time it must be better than other offers (petermontoya.com). Winfrey’s brand applies to </span><span style="">the Law of Visibility by having a daily talk show, a magazine, movies, a radio station, national tours and philanthropic work.</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The Law of Unity has to do with the</span><span style=""> private person behind the brand compared to the public brand. The two identities must be one in the same with regards to morals and behavioral code. Private conduct must coincide with the public brand (petermontoya.com). </span><span style="">It is clear that Winfrey has applied the Law of Unity to her brand due to the lack of personal scandals</span><span style=""> that have emerged (Montoya, 92).</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><span style=""><o:p></o:p></span></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">The Law of Persistence states that</span><span style=""> a personal brand takes time to develop. The process can be accelerated but never replaced by advertising and public relations (petermontoya.com). </span><span style="">The Law of Persistence is exhibited by Winfrey’s consistent message to “live your best life.”
<br /></span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Finally, </span><span style="">a personal brand will be more productive and last longer if the private person is perceived positively according to the Law of Goodwill (petermontoya.com). </span><span style="">Winfrey’s adherence to the Law of Goodwill can be seen in the amount sh</span><span style="">e has given back to society through her charity organizations.</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Beyond the eight principles, another key aspect of branding is control. In the unique case of her brand, Winfrey is the actual content herself not just the content creator. Given that Winfrey’s life is the essence of her brand, it is not surprising that she has been reluctant to cede control of her brand. Winfrey has not licensed her name for the use on products or taken her company public. She also keeps tight control over her employees, who could essentially affect her brand. Everyone who works at Harpo must sign a lifelong confidentiality agreement.</span></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="text-indent: 0.5in; line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style="">Evaluation</span></b></p><p class="MsoNoSpacing" style="line-height: 115%;">
<br /><b style=""><span style=""><o:p></o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><b style=""><span style=""><o:p> </o:p></span></b></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">Winfrey’s strategy in building her brand was clearly a success. </span><i><span style="">The Oprah Winfrey Show</span></i><span style=""> has remained the number one talk show for 22 consecutive seasons. It is seen by an estimated 44 million viewers a week in the United States and is broadcast internationally in 144 countries.<span style=""> </span></span><span style="">Winfrey and <i>The Oprah Winfrey Show</i> have received more than 40 Daytime Emmy Awards. </span><span style="">Her magazine currently has a circulation of 2.3 million readers each month and has international editions. Winfrey is considered one of the most influential women in the world. She has won numerous awards for her business and humanitarian accomplishments. Due to her tight control of her brand and message content, Winfrey’s message to “Live Your Best Life” has remained consistent with her ideals. A list of honors includes:<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style=""><o:p> </o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">2007</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><i><span style="">Time Magazine</span></i><span style="">—100 Most Influential People in the World<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">The Elie Wiesel Foundation for Humanity—2007 Humanitarian Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">2006</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><i><span style="">Time Magazine</span></i><span style="">—100 Most Influential People in the World<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">The New York Public Library—<i>Library Lion 2006</i><o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">2005</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">National Civil Rights Museum—2005 National Freedom Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">National Association for the Advancement of Colored People—Hall of Fame<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><i><span style="">Time Magazine</span></i><span style="">—100 Most Influential People in the World<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">International Academy of Television Arts & Sciences—2005 International Emmy Founders Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">2004</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">United Nations Association of the United States of America—Global Humanitarian Action Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">National Association of Broadcasters—Distinguished Service Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><i><span style="">Time Magazine</span></i><span style=""> —100 Most Influential People in the World<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">2003</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">Association of American Publishers—AAP Honors Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">2002</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">54th Annual Primetime Emmy Awards—Bob Hope Humanitarian Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">Broadcasting & Cable—Hall of Fame<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">1999</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">National Book Foundation—50th Anniversary Gold Medal<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">1998</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">National Academy of Television Arts & Sciences—Lifetime Achievement Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><i><span style="">Time Magazine</span></i><span style=""> —100 Most Influential People of the 20th Century<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">1997</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><i><span style="">Newsweek</span></i><span style="">—Most Important Person in Books and Media<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><i><span style="">TV Guide</span></i><span style=""> —Television Performer of the Year<o:p></o:p></span></p> <p class="MsoNoSpacing" style="line-height: 115%;"><span style="">1996</span><span style=""><o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">International Radio & Television Society Foundation—Gold Medal Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; line-height: 115%;"><!--[if !supportLists]--><span style="font-family:Symbol;"><span style="">·<span style=";font-family:";font-size:7;" > </span></span></span><!--[endif]--><span style="">George Foster Peabody Awards—1995 Individual Achievement Award<o:p></o:p></span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><span style=";font-family:";font-size:12;" ><o:p></o:p></span></p> Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com273tag:blogger.com,1999:blog-7846766723893890993.post-21052531665653198702009-04-03T07:03:00.000-07:002009-04-05T18:00:39.573-07:00Year Zero - A Look Into The Not-So-Distant Future of Entertainment Marketing<img style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 500px; CURSOR: hand; HEIGHT: 217px; TEXT-ALIGN: center" alt="" src="http://jimbarraud.com/wp-content/uploads/2007/04/year-zero1.png" border="0" /><br /><br /><div><span style="color:#333399;"><strong>by</strong>: Brandon Bernola, Michael McLaughlin & Shinsaku Yoshida</span><br /><br /><div><div><br /><div><strong><span style="color:#333399;">Introduction & Background</span></strong> </div><div><br /></div><div><a href="http://www.ninwiki.com/images/8/86/Iamtryingtobelievetourshirt.jpg"><img style="FLOAT: right; MARGIN: 0px 0px 10px 10px; WIDTH: 244px; CURSOR: hand; HEIGHT: 321px" alt="" src="http://www.ninwiki.com/images/8/86/Iamtryingtobelievetourshirt.jpg" border="0" /></a>It began with a message coded into a t-shirt. It quickly grew into an online scavenger hunt with some thirty unique Web sites; an alternative reality “game” with more than 3 million players. A concept of a not-so-distant dystopian future plagued by environmental collapse and endless holy wars. A future where drugs are laced into the water supplies in order to control the masses. A future where art and music are weapons of resistance. A concept that begs to question: what if the future is now?<br /><br />In 2006, to accompany his upcoming Nine Inch Nails album, “Year Zero,” singer and multi-instrumentalist Trent Reznor enlisted the aid of 42 Entertainment to expand his concept of a dystopian future beyond the album. What resulted was an alternative reality game, or ARG, which lasted several months in early 2007. The ARG was comprised of 30 unique Web sites, USB drives left in bathrooms across Europe and an underground “Art Is Resistance” movement, which culminated in a secret concert that was raided by a SWAT team.<br /><br />Year Zero, while definitely an interesting case study, is equally frustrating. While the techniques used in the project are common of viral marketing, the creative team behind the project did not think of it as a marketing campaign at all. In an article in Wired magazine, Reznor made one thing, “perfectly clear: <strong>‘It's not fucking marketing. I'm not trying to sell anything’.</strong>” [Edited something out]<br /><br />Regardless of the intent behind the project, Year Zero presents itself as an interesting solution to some of the issues facing the music industry. The use of ARGs, pioneered by 42 Entertainment, may very well be a popular technique in the near future to accompany the launches of anything from movies to video games to music. If nothing else, Year Zero is a clear indication that fans of music and other entertainment media are looking for something more than traditional marketing.<br /><br /><strong><span style="color:#333399;">Situation Analysis</span></strong><br /><strong><span style="color:#333399;"></span></strong><br /><em>42 Entertainment:</em><br /><br />42 Entertainment was founded in 2002 by Jordan Weisman, and has been growing and building its reputation as an innovator ever since. 42 Entertainment’s mission, according to their Web site, is to produce the world’s most innovative and immersive entertainment to their distribution partners. 42 Entertainment is an independent producer that develops ground-breaking entertainment experiences for their distribution partners. They also call themselves “the storytellers who pioneer new forms of cross-platform narratives and build powerful online communities, to create highly participatory experiences for our audience.”<br /><br />42 Entertainment was the first company to produce alternate reality games (ARG), a new genre that only dates back to 2001. ARGs offer an immersive experience to sophisticated users who seek a higher level of engagement from a game, both online and offline. ARGs produced by 42 Entertainment have been used as part of the marketing campaigns for movies such as "Pirates of the Caribbean: Dead Man's Chest" and video games for the Xbox 360 gaming console such as Halo 2. The company’s latest effort was created to promote Warner Bros.' 2008 film "The Dark Knight." ARGs are not typical video games and are more like online scavenger hunts. They utilize Web sites, telephones and other forms of media to offer clues to users to solve a puzzle. ARGs also provide hints at information about the upcoming product. ARGs are excellent ways to promote products, but there is a setback: cost. ARGs are expensive to stage, which is why they've been associated with major corporations. ARGs can cost anywhere from $1 million to $3 million. Web sites such as Gamasutra.com say that although the ARGs are expensive, they are defiantly worth the money.<br /><br />Another example of an expensive but effective ARG is the Vista OS campaign. In 2007 a global puzzle game, by 42 Entertainment, was created to celebrate the launch of Windows Vista OS. The winner of the game was awarded a trip to outer space. More than 100,000 people registered and tried to solve the online puzzles that gave clues to staged events around the world. Finally, 42 Entertainment’s "Cathy's Book" from 2006 was the first ARG packaged as a multimedia book experience. It used web sites, real phone numbers, and physical clues in the context of a "diary" written by a teenage girl to solve a murder mystery. The book wound up on the New York Times' Children's Bestseller List. ARGs and viral marketing campaigns have been effective with devoted fans willing to invest their time, and who will spread the word across their online and real world communities.<br /><br /><em>Viral Marketing:<br /></em><br />Viral Marketing is one of the marketing strategies introduced in 1996 by a professor in Harvard Business School named Jeffrey Rayport. Viral marketing mainly focuses on spreading the information through social networks by the users creating a great exposure to the message. Like a virus, the message will rapidly be passed among the public by passing the information to others. According to the six principles of Viral Marketing, the marketing begins when the company gives away their product or services for free. This will allow the public to obtain the product effortlessly and increase the number of people consuming the product or service. At the same time, it exploits the motivation and behavior of the public. As the result it becomes a dynamic promotion to introduce the new products to the public. Recently, companies in the music industry have been attempting to apply this marketing strategy to promote the sales of their CDs.<br /><br /><em>The Music Industry:</em><br /><br />The music industry in the 21st century has been encountering a severe problem with online piracy and file-sharing. The increasing rate of file-sharing has been blamed in part for the decline of CD sales and tumbling the music industry’s revenue. The Australian Recording Industry Association found that CD sales in Australia were also down 12.23 percent in 2007. This decline of sales was mainly caused from the rapid transition of recorded CD to digital music file. According to Business Day.com, approximately 2,680 record stores closed in the US by the end of 2005. Furthermore, large record companies have laid-off thousands of employees. For example, to cope with the failing market and falling record sales, EMI Records, laid-off more than 1,500 employees through 2008. While CD retailers and music stores have declined, sellers of online and digital music have become more dominant. By 2009, online music stores, such as iTunes and Amazon.com, owned 29.1 percent of sales of music market.<br /><br />In order to counterattack this crisis of illegal downloading and music piracy, the music industry attempted to add an access control technology called Digital Rights Management (DRM). DRM limited the consumers to copy their music file to transfer to other media devices. For example, Apple’s iTunes has applied DRM to every music and movie file they sold at their Web site. This prohibits the users from creating back-ups for the DVD’s and music downloaded from the music store.<br /><br /><em>Nine Inch Nails:</em><br /><em></em><br /><a href="http://www.audiohead.net/interviews/trentreznor/images/sieiieiieil.jpg"><img style="FLOAT: right; MARGIN: 0px 0px 10px 10px; WIDTH: 254px; CURSOR: hand; HEIGHT: 289px" alt="" src="http://www.audiohead.net/interviews/trentreznor/images/sieiieiieil.jpg" border="0" /></a>Nine Inch Nails is a band that is largely the work of front-man Trent Reznor. Reznor began writing and recording music under the name Nine Inch Nails in 1988. His first full-length album, “Pretty Hate Machine,” was released in 1989. After the release of the first album, Reznor put together a touring band, and began touring aside popular alternative rock bands and collecting a growing fan base. Nine Inch Nails was also featured in the first Lollapalooza tour in 1991. By the time 2007’s “Year Zero” was scheduled to hit, Nine Inch Nails had become incredibly popular. According to All Music Guide, “Nine Inch Nails were the most popular industrial group ever and were largely responsible for bringing the music to a mass audience." The style pushed by Reznor and Nine Inch Nails had become so influential that in addition to spawning acts like Marylin Manson and Filter, even renowned artists like Guns N’ Roses’ Axl Rose had fired his band and attempted to emulate the industrial rock sound in 1999.<br /><br />The album “Year Zero” would be Nine Inch Nails’ fifth studio production. As opposed to the five-year gaps that were privy to the previous four albums, “Year Zero” would be released just two years after the chart-topping (No. 1 on The Billboard Top 200 in 2005 and 2005; No. 1 on Top Internet Albums and No. 2 on Top Canadian Albums in 2005) “With Teeth” (2005). The album would also represent the end of Reznor’s contractual obligation to Universal Music Group. Reznor’s anger with his record label resulted in his criticizing the label shortly after the release of “Year Zero,” writing: “As the climate grows more and more desperate for record labels, their answer to their mostly self-inflicted wounds seems to be to screw the consumer over even more.” Reznor continued to state that a label representative responded to his inquiries about the higher prices for “Year Zero” over-seas with: “'It's because we know you have a real core audience that will pay whatever it costs when you put something out - you know, true fans. It's the pop stuff we have to discount to get people to buy.' So... I guess as a reward for being a 'true fan' you get ripped off."<br /><br />Reznor has also spoken out against the compact disc format and Digital Rights Management-protected music. In an article in The Guardian, Reznor said, “"The medium of the CD is outdated and irrelevant. It's really painfully obvious what people want - DRM-free music they can do what they want with. If the greedy record industry would embrace that concept I truly think people would pay for music and consume more of it.” Reznor’s disdain for the record industry’s strategy of right-protected music and a CD format served as a reason and justification for the intentional leaking of editable songs on USB flash drives. Reznor said, “As to what I'm looking to gain from doing this, I'm not really sure. . . it just seemed like something I'd want as a fan."<br /><br /><strong><span style="color:#333399;">Timeline of Events:</span></strong><br /><strong><span style="color:#333399;"></span></strong><br /><span style="color:#330033;">The Year Zero project involved 30 Web sites, strategically placed USB drives, hidden messages and a movement of itself. The following is a timeline of the events that occured (some were left out, as they were not quite as important): </span><br /><span style="color:#330033;"></span><br /><span style="color:#333399;">February 12, 2007</span><br /><br />Fans deciphered a t-shirt where certain letters were highlighted. These letters spelled out “I am trying to believe” which led to a Web site <a href="http://www.iamtryingtobelieve.com/">http://www.iamtryingtobelieve.com/</a>. Other Web sites were found by tracking similar Internet Protocol (IP) addresses and referencing the album’s track list. These Web sites included: <a href="http://www.anotherversionofthetruth.com/">http://www.anotherversionofthetruth.com/</a>, <a href="http://www.bethehammer.net/">http://www.bethehammer.net/</a>, <a href="http://www.105thairbornecrusaders.com/">http://www.105thairbornecrusaders.com/</a> and <a href="http://www.churchofplano.com/">http://www.churchofplano.com/</a>.<br /><br /><span style="color:#333399;">February 14, 2007<br /></span><br />A USB flash drive containing an mp3 of “My Violent Heart” was found in a bathroom at a concert in Portugal. By reading the file through a spectrograph, the static at the end of the song actually showed the picture of a hand reaching down from the sky, which would be known as “The Presence.”<br /><br /><span style="color:#333399;">February 19, 2007<br /></span><br />A second USB flash drive containing the song “Me I’m Not” and a second mp3 of static was found in a bathroom at a concert in Spain. When the static track was put through a spectrograph, it spelled out the phone number 1-216-333-1810.<br /><br /><span style="color:#333399;">February 22, 2007</span><br /><br />Fliers leading to the Web site <a href="http://www.artisresistance.com/">http://www.artisresistance.com/</a> are handed out at a concert in France.<br /><br /><span style="color:#333399;">February 25, 2007</span><br /><br />A third USB flash drive containing the song “In This Twilight” and a second file with an image of a Hollywood sign was found in a bathroom at a concert in England. The image of the Hollywood sign would lead to <a href="http://www.hollywoodinmemoriam.com/">http://www.hollywoodinmemoriam.com/</a>.<br /><br /><span style="color:#333399;">March 7, 2007</span><br /><br />A USB drive containing the video to Year Zero’s first single, “Survivalism,” was distributed at a concert in England. The video led to discovery of the Web sites: <a href="http://www.thewaterturnedtoblood.net/">http://www.thewaterturnedtoblood.net/</a>, <a href="http://www.judsonogram.net/">http://www.judsonogram.net/</a> and <a href="http://www.cedocore.com/">http://www.cedocore.com/</a>.<br /><br /><span style="color:#333399;">March 11, 2007</span><br /><br />Fliers with directions to a billboard under a bridge were handed out at a concert in England. The billboard led to discovery of <a href="http://www.operationswamp0000.net/">http://www.operationswamp0000.net/</a> and <a href="http://www.operationchipsweep.net/">http://www.operationchipsweep.net/</a>.<br /><br />Lithographs were handed out at a party to people who had pre-ordered the album, leading to discovery of <a href="http://www.themailstrom.com/">http://www.themailstrom.com/</a>.<br /><br />E-mails sent out to fans, leading to discovery of <a href="http://www.thepriceoftreason.net/">http://www.thepriceoftreason.net/</a>.<br /><br /><span style="color:#333399;">April 13, 2007</span><br /><br />There is an “Art Is Resistance” meeting in Los Angeles. Kits containing cell phones, bandannas, buttons and other things are handed out to those attending.<br /></div><div><br /></div><div></div><div><br /></div><div><img style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 413px; CURSOR: hand; HEIGHT: 285px; TEXT-ALIGN: center" alt="" src="http://farm4.static.flickr.com/3138/3043015334_dcb310e8e9.jpg" border="0" /></div><div><br /></div><div><br /><span style="color:#333399;">April 13-25, 2007</span><br /><br />Year Zero is released in Europe (13), Australia (14), the UK (16), the United States (17) and Japan (25).<br /><br /><span style="color:#333399;">April 18, 2007</span><br /><br />Fans are invited to a free concert in Los Angeles via the free cell phones from the “Art Is Resistance” kits. The concert is raided by a fake SWAT team, and the events are videotaped.<br /><br /><span style="color:#333399;">April 27, 2007</span><br /><br />Fans who received free cell phones from the Art Is Resistance kits receive a phone call which leads to <a href="http://www.hourofarrival.net/">http://www.hourofarrival.net/</a>.<br /><br /><span style="color:#333399;">May, 2007 – Present</span><br /><span style="color:#333399;"></span><br /><span style="color:#330033;">Trent Reznor had intended the Year Zero project to last for at least two albums. Although there was a remix album released later in 2007, “Y34RZ3R0R3M1X3D,” the campaign went “cold” at the end of April with the discovery of the 30th and final Web site. According to an interview in Wired, which represented the end of media silence about the Year Zero project from 42 Entertainment, “’I don't know if the audience was ready for it to end," says Susan Bonds, the president of 42 Entertainment. ‘But we always expected to pick it up again.’ Reznor, after all, had conceived Year Zero as a two-part album. ‘Those phones are still out there," she adds. "The minutes have expired. But we could buy new minutes at any point.’”</span> </div><div><br /></div><div><br /><strong><span style="color:#333399;">Evaluation:</span></strong><br /><strong><span style="color:#333399;"></span></strong><br /><em><span style="color:#333399;">Preparation:</span><br /></em><br />We have evaluated the adequacy of Nine Inch Nail and 42 Entertainment’s background information on the current plunge of music industry by researching the tactics that they used. Trent Reznor intentionally leaked his new songs by leaving the USB flash drives in the bathrooms during the tour in Europe. He did this intentionally because of his dislike of the DRM policy that restricts fans from having the level of freedom with music that he felt they desired. Additionally, 42 Entertainments utilization of a broad spectrum of media, including Web sites, phone messages, automated e-mails and word-of-mouth shows an understanding of the development of viral marketing.<br /><br /><em><span style="color:#333399;">Implementaion:</span><br /></em><br />Number of messages sent to media and activities designed:<br /><br />We did not find a single press release about the Year Zero campaign. However, 42 Entertainment created 30 Web sites that fans would be led to if clues were properly followed. There were 3 active phone numbers that the fans could call to lead them to other clues. There were also an undisclosed number of t-shirts, flyers, and flash drives that were used during the campaign that acted as hidden clues and messages.<br /><br />Number of messages placed and activities implemented:<br /><br />The results in LexisNexis after searching for “Year Zero” were:<br /><br />Newspapers – 791<br />Magazines & Journals – 107<br />Industry Trade Press – 94<br /><br />The results in LexisNexis after searching for “Nine Inch Nails Year Zero” were:<br /><br />Newspapers – 161<br />Magazines & Journals – 46<br />Industry Trade Press – 48<br /><br />The newspapers that covered the Year Zero campaign were from all over the world. Publications from Australia to Korea and back wanted to know the news and updates about this innovative campaign. Several major newspaper publications in the United States, including The New York Times, USA Today and the Los Angeles Times picked up the story. However, the magazines, journals and Industry Trade Press that covered this campaign were mainly music-based publications, such as Rolling Stone and Wired.<br /><br />Number who received/attended messages and activities:<br /><br />The number of people who received/attended these messages is uncertain. There were an estimated 3.5 million people a part the “Resistance Movement” and countless fans involved with figuring out hidden clues, messages, and puzzles.<br /><br /><em><span style="color:#333399;">Impact:</span></em><br /><br />The campaign made a huge impact among the loyal fan of Nine Inch Nails and also to general fans of music. The album, “Year Zero” ranked at No. 2 on the Billboard 200 and peaked in the top-10 in six other countries. According to the Sydney Morning Herald, Trent Reznor encouraged his fans to steal more of their music, and may have indicated an attack on his record label, Universal Music Group, during a concert in Australia in 2007. According to 42 Entertainment’s Year Zero Case Study Web site, approximately 3.5 million people were involved with the Art of Resistance Web site and movement. The Year Zero campaign became a social phenomenon suggesting that the use of viral marketing and other innovative tactics is necessary to save the music industry from their plunge of business. </div><div><br /></div><div></div><div>Sources:</div><div></div><div></div><div>Rose, Frank. “Secret Websites, Coded Messages: The New World of Immersive Games.” Wired Magazine, issue 16.01, December 20, 2007. <<a href="http://www.wired.com/entertainment/music/magazine/16-01/ff_args">http://www.wired.com/entertainment/music/magazine/16-01/ff_args</a>> Accessed March 23, 2009.</div><div><br /><a href="http://www.42entertainment.com/">http://www.42entertainment.com/</a> </div><div><br /><a href="http://www.42entertainment.com/YearZero">www.42entertainment.com/YearZero</a><br /><br />Huey, Steve. “Biography – Nine Inch Nails.” All Music Guide. <<a href="http://allmusic.com/cg/amg.dll?p=amg&searchlink=NINEINCHNAILS&sql=11:gifexqr5ld6e~T1">http://allmusic.com/cg/amg.dll?p=amg&searchlink=NINEINCHNAILS&sql=11:gifexqr5ld6e~T1</a>>.<br /><br />Accredited to: Los Angeles staff. “Nine Inch Nails frontman blasts record label.” New Musical Express. May 15, 2007. Accessed with Lexis/Nexis Academic.<br /><br />Wilson, Ralph F. “The Six Principles of Viral Marketing.” Web Marketing Today, February 1, 2005. Originally published 2/1/2000. <<a href="http://www.wilsonweb.com/wmt5/viral-principles.htm">http://www.wilsonweb.com/wmt5/viral-principles.htm</a>>.<br /><br />Mackintosh, Henry. “Stars compose new ways to use music.” The Guardian, March 29, 2007. <<a href="http://www.guardian.co.uk/technology/2007/mar/29/pop.guardianweeklytechnologysection">http://www.guardian.co.uk/technology/2007/mar/29/pop.guardianweeklytechnologysection</a>>. Accessed originally with Lexis/Nexis Academic.<br /><br />Murfett, Andrew. “Music industry ponders its future as CDs lose their shine.” BusinessDay, March 16, 2009. <<a href="http://business.theage.com.au/business/music-industry-ponders-its-future-as-cds-lose-their-shine-20090315-8yzt.html">http://business.theage.com.au/business/music-industry-ponders-its-future-as-cds-lose-their-shine-20090315-8yzt.html</a>>.<br /><br />“Digital Rights Management: Digital Rights Management and Copy Protection Schemes.” Electronic Frontier Foundation. <<a href="http://www.eff.org/issues/drm">http://www.eff.org/issues/drm</a>>. </div><div></div><div></div><div><a href="http://www.nin.com/">http://www.nin.com/</a> </div><div><br /><a href="http://www.ninwiki.com/">http://www.ninwiki.com/</a> </div><div></div><div></div><div>Moses, Asher. “Nails frontman urges fans to steal music.” The Sydney Morning Herald, September 18, 2007. <<a href="http://www.smh.com.au/news/web/steal-away-steal-steal-and-steal-some-more/2007/09/18/1189881482912.html">http://www.smh.com.au/news/web/steal-away-steal-steal-and-steal-some-more/2007/09/18/1189881482912.html</a>>.<br /></div><div></div><div><br /></div><div></div></div></div></div>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com246tag:blogger.com,1999:blog-7846766723893890993.post-45784787614786589552009-03-16T11:55:00.000-07:002009-03-16T12:08:52.573-07:00My NHL: Re-Branding the National Hockey League<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CJessica%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="State"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="City"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="country-region"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="place"></o:smarttagtype><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><object classid="clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D" id="ieooui"></object> <style> st1\:*{behavior:url(#ieooui) } </style> <![endif]--><style> <!-- /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} a:link, span.MsoHyperlink {color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {color:purple; text-decoration:underline; text-underline:single;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size:130%;">Case Study by Jess Mikula and Han Ma</span></p>
<br /><meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CJessica%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="State"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="City"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="country-region"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="place"></o:smarttagtype><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><object classid="clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D" id="ieooui"></object> <style> st1\:*{behavior:url(#ieooui) } </style> <![endif]--><style> <!-- /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} a:link, span.MsoHyperlink {color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {color:purple; text-decoration:underline; text-underline:single;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--> <p class="MsoNormal" style="line-height: 200%;"><b>Situation Analysis<o:p></o:p></b></p> <p class="MsoNormal" style="line-height: 200%;">September 16, 2004 marked the start of the 2004-2005 National Hockey League (NHL) lockout, a labor dispute which resulted in the cancellation of the 88th season of the NHL.<span style=""> </span>Lasting 310 days, the lockout was the first time that a major North American professional sports league canceled an entire season due to a labor dispute.<span style=""> </span>For the first time since 1919, the Stanley Cup was not awarded.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">The league attempted to convince the NHL Players Association (NHLPA) to accept a salary structure in order to guarantee teams what the league deemed “cost certainty.”<span style=""> </span>On July 21, 2004, the NHL presented the NHLPA with six different options for cost certainty.<span style=""> </span>The NHLPA rejected all six options, preferring to keep the system in place where players negotiate with teams on an individual basis.<span style=""> </span>Teams had control over how much they wanted to spend on their players.<span style=""> </span>However, several teams had declared bankruptcy.<span style=""> </span>The NHL wanted to guarantee a competitive balance among all teams rather than give the more wealthy franchises an unfair advantage.</p><p class="MsoNormal" style="line-height: 200%;">
<br /></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">There was a series of meetings held between the NHL and the players association in which the sides exchanged proposals, but both sides remained deadlocked on the issue.<span style=""> </span>The league and NHLPA exchanged a series of offers and counter-offers before NHL Commissioner Gary Bettman sent a letter on February 15, 2005, with a final proposal and a deadline of 11:00 a.m. the following day.<span style=""> </span>The players association presented a counter-offer, which the NHL rejected.<span style=""> </span>Bettman announced the official cancellation of the 2004-2005 season on February 16, 2005.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">The sides reconvened in June to prevent the cancellation of another season.<span style=""> </span>On July 13, 2005, the league and NHLPA reached a deal in principle, meaning no contract was officially signed.<span style=""> </span>Both the league and players association wanted to make the announcement that day because it was the only day of the year when none of the four major North American sports (basketball, baseball, football, and hockey) had an event scheduled. <span style=""> </span>On July 21, 2005, the Collective Bargaining Agreement was ratified by the NHLPA, and the owners approved it the following day to officially end the lockout.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">As a result of the lockout, the NHL alienated its fans.<span style=""> </span>In order to make it up to them, the league implemented several rule changes to make the game more exciting for fans by increasing entertainment value and promoting scoring.<span style=""> </span>Among the rule changes were an increase in the size of each team’s offensive zone, smaller equipment for goaltenders, and the elimination of tie games.<span style=""> </span>Under the new rule, tie scores are settled with a five-minute, four-on-four, sudden-death overtime period followed by a one-on-one shootout until a winner is determined.<span style=""> </span>Both the players and coaches were also made more accessible to the fans by the addition of microphones during telecasts.<span style=""> </span>As part of an integrated marketing initiative, the NHL looked to a re-branding effort to recreate the league’s brand and image, while reviving the sport of hockey in the <st1:country-region st="on"><st1:place st="on">United States</st1:place></st1:country-region>.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;"><b>Execution<o:p></o:p></b></p> <p class="MsoNormal" style="line-height: 200%;">The NHL hired four separate outside agencies to handle its re-branding efforts.<span style=""> </span>Conductor, a branding and entertainment marketing firm, was the lead agency in the campaign.<span style=""> </span>CarryOn Communications, a public relations agency, was responsible for managing the brand and consumer public relations efforts.<span style=""> </span>PHD, a media planning and buying group, was responsible for conducting general media services.<span style=""> </span>Rogers & Cowan, an entertainment public relations agency, was responsible for handling entertainment public relations opportunities.<span style=""> </span>This case study focuses on the efforts of the lead agency involved in the campaign, Conductor Entertainment.<span style=""> </span><a href="http://conductorla.com/">http://conductorla.com</a></p><p class="MsoNormal" style="line-height: 200%;"><a href="http://conductorla.com/">
<br /></a><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">Conductor developed the “My NHL” campaign, which featured the game of hockey as a battle with the players in warrior roles.<span style=""> </span>The company did this primarily through print and television advertisements, which were able to be customized for each of the 30 teams, as well as used for the league as a whole.<span style=""> </span>Conductor developed a five-part series of 30 second advertisements, which were designed to play both individually and back-to-back as a short film.<span style=""> </span>The commercials told the story of the hockey player, beginning with his pre-game preparations and continuing to the end of the game and victory.<span style=""> </span>The segments were entitled <i>It’s</i> <i>Time</i>, <i>It</i> <i>Begins</i>, <st1:city st="on"><st1:place st="on"><i>Battle</i></st1:place></st1:city>, <i>Victory</i>, and <i>Everyone’s Game</i>.<span style=""> </span>They incorporated Chinese proverbs about battle, will, and strength.<span style=""> </span><i>Everyone’s Game</i>, the final segment of the series, emphasized the importance of the fans to the game.<span style=""> </span>The shorter advertisements were shown in arenas and on local television stations, while the full-length spot was shown in movie theaters with the trailers, on airlines, on the NHL’s website, on corporate partner websites, and in-retail television networks.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">The concept of “My NHL” was a completely integrated marketing campaign.<span style=""> </span>Each individual team incorporated the advertisements into its marketing efforts, splicing the commercials with video highlights.<span style=""> </span>The “My NHL” slogan was also incorporated by each franchise, edited for the team.<span style=""> </span>For example, the Ottawa Senators used “My Sens” as a slogan.<span style=""> </span>The league conveyed this one central, unified message through print materials such as each team’s media guide cover.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">The campaign was launched in September 2005, just before the start of the 2005-2006 season, through a premiere in <st1:state st="on">New York</st1:state> (the location of the NHL league office) similar to that of a major <st1:place st="on">Hollywood</st1:place> movie.<span style=""> </span>Conductor and the NHL advertised the premiere event, creating buzz.<span style=""> </span>Before the event, representatives from both the league and Conductor made appearances on major television networks such as E!, reaching out to the female fans.<span style=""> </span>Players from the Tampa Bay Lightning, the defending Stanley Cup champions, attended the event to show their support for the campaign and “celebrate the return of hockey,” according to Commissioner Gary Bettman.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;"><b>Evaluation<o:p></o:p></b></p> <p class="MsoNormal" style="line-height: 200%;">It is widely debated whether or not the “My NHL” campaign was a success.<span style=""> </span>Conductor’s efforts attracted an extraordinary amount of local and national press coverage both in the <st1:country-region st="on">United States</st1:country-region> and <st1:place st="on"><st1:country-region st="on">Canada</st1:country-region></st1:place>, garnering mixed reviews.<span style=""> </span>Coaches and players embraced the campaign.<span style=""> </span>Brendan Shanahan, a player for the Detroit Red Wings said, “Wow, the warrior, that’s what I feel like” when shown the advertisements.<span style=""> </span>Conductor and the NHL were praised by multiple publications for their efforts.<span style=""> </span>Brandweek named the “My NHL” campaign “Best Attempt at Reincarnation” in its “Best and Worst Marketing Ideas of 2005.”<span style=""> </span>The commercials won 17 Telly awards for excellence in film production in multiple categories.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">The advertisements also caused controversy with some people deeming them “offensive” to women.<span style=""> </span>Martha Burk, the National Council of Women’s Organizations chair who was known for staging an unsuccessful protest outside of the Augusta National golf club, called the advertisements “gratuitous” and stated that the woman in the locker room is a sex object.<span style=""> </span>This ultimately attracted more media attention, though Burk’s claims were dismissed.<span style=""> </span>The commercials were never pulled from the NHL website or NBC.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">The league’s revenue goals were surpassed by $300 million, and NHL ticket sales reached record numbers.<span style=""> </span>According to research in USA Today, attendance at games rose 4 percent from the 2003-2004 season, and arenas were filled to 91.1 percent capacity.<span style=""> </span>Twenty-one of the NHL’s 30 teams showed increased attendance, with three teams showing the same attendance because they were selling out before the lockout.</p><p class="MsoNormal" style="line-height: 200%;">
<br /><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><o:p> </o:p></p> <p class="MsoNormal" style="line-height: 200%;">However, national television ratings actually fell.<span style=""> </span>This may be due largely to the lack of a deal with a major network.<span style=""> </span>Prior to the lockout, the NHL had an exclusive deal with ESPN to broadcast games.<span style=""> </span>After the lockout, however, ESPN did not renew the deal. <span style=""> </span>The NHL turned to Outdoor Life Network (now Versus) to broadcast games.<span style=""> </span>This switch made it difficult for the audience to watch games without an expensive sports package like DirecTV’s Center Ice.<span style=""> </span></p>
<br /><p class="MsoNormal"><span style=""> </span><span style=""> </span></p> <p></p><p class="MsoNormal" style="line-height: 200%;"><span style=""> </span><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><span style=""> </span><span style=""> </span></p> <p class="MsoNormal" style="line-height: 200%;"><span style=""> </span></p> Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com54tag:blogger.com,1999:blog-7846766723893890993.post-85583869906403150382009-03-16T09:27:00.001-07:002009-03-16T10:02:36.890-07:00Football, Dogs & Money - The Michael Vick Story By: Brian HeenanJust a heads up...I was not assigned a case study as this was more of a research paper. So do not expect the 4-steps or SWOT's that you're used to. This is entirely different. It is broken down into sections: Backround on Vick and Dogfighting, Vick's role in Dogfighting, PETA and Pit bulls, Where Vick is now, other athletes who have fallen from grace, interviews, and finally Vick's steps to a comeback. And since I am doing this by myself, I really don't want to stand up there for a half an hour and talk away. I'll get bored and you will too. So I was hoping we could have more of a back and forth throughout the presentation and if you have a question or comment at any time along the way, please blurt it out and don't wait till the end. We'll see how it goes....<br /><br /><br /><div align="left"><strong>BACKROUND</strong></div><div align="left"><strong></strong><br /><strong>Michael Vick:</strong><br /> Michael Vick was born in Newport News, Virginia on June 26, 1980. Growing up, Newport News did not provide the safest and healthiest environment for Vick, or any child for that matter. It was a rough and tumble place that produced gang members and drug dealers, not top-notch professional athletes. The choice to stay local for college may have had a bad influence on Vick and his extracurricular activities. Growing up as a prominent athlete in Newport News wasn’t necessarily a good thing. Another local athlete, Allen Iverson, was always followed around by a troublesome posse that claimed to be his friends. They knew he would be rich and famous one day so they all tried to stick around him so they could eventually live off of his success. But as Newport News was known for its crime and gangs, trouble always seemed to follow Iverson. Vick would eventually deal with a similar problem. Had he gone to Syracuse, his ties with the “local thugs” in Newport News would likely have been snapped. However, it wouldn’t be until much later in his career that Vick’s association with these people would bite him in the rear, no pun intended. <br /><br /><strong>Dog Fighting:</strong><br /> Gambling is nothing new to this, or any other country. The activity of wagering bets on various sporting events has been around for hundreds of years. Traditional bets are placed on football, basketball, boxing and horseracing. But one of the most violent and cruel gambling “sports” is the underground gambling ring of dog fighting. While dog fighting is a form of entertainment and a venue for illegal gambling, it is also a means to create personal revenue. A person or group who run(s) a dog fighting ring often charge admission to fights, but also cash in breeding winning dogs. Dogs are often judged on their “gameness,” or willingness/desire to fight. As this is the most valuable trait in dog fighting dogs, the more game they have, the more money they will earn. This also trickles down to puppy litters. According to the ASPCA, the owner of any grand champion, a dog that has won at least five fights, can sell the dog's puppies for at least $1,500 each. <br /> Dog fighting in North America is illegal. This poses a big problem for those involved in the sport, but an even bigger problem for organizations such as the ASPCA and PETA. These dog fighting rings are hard to find. Invitations to them are top secret and with little or no warning. One of the most brutal aspects of this “sport” is how owners train their dogs to fight. The dogs are abused, starved, often times tied up with extremely heavy chains and beaten. This abuse is used to toughen the animals up and prepare them for fights. Another awful element of training these dogs is that owners and trainers will often roam neighborhoods and streets to steal dogs right out of homes and backyards. The trainer will then break one of the dogs legs or handicap it in some way so their fighting dog can train against a dog that will not harm them back. Such behavior is murder. It is barbaric. And organizations like PETA are doing everything they can to put it to a stop. <br /><br /><br /><strong>VICK AND THE DOGFIGHTING RING</strong></div><div align="left"><br /> Vick’s cousin, Davon Boodie, was arrested on suspicion of drug possession and ended up giving police the address to one of Vick’s properties in Smithfield, Va. When police searched the property on Moonlight Road, they found enough evidence to seek another warrant involving animal cruelty. It was then that Michael Vick was immediately tied to dog fighting, yet Vick decided to play the innocent card and blame his ignorance for not knowing such activities were going on at his household. He initially placed blame on the family members who lived in the house for what was found there. According to an article from Sports Illustrated, Vick said, “It’s unfortunate that I have to take the heat…lesson learned for me.” <br /> However, the evidence against Vick, and/or, his “friends” was overwhelming. As police searched the property, they found unmistakable evidence of a professional dogfighting operation. Deep in the woods behind the house, there were five smaller buildings all painted pitch black in an effort to hide the operation as nearly all dogfights are held at night. There were scales, treadmills to exercise the dogs, “rape stands” which are devices that hold aggressive dogs in place in the breeding process, “break sticks” to pry open a dog’s jaws, syringes, as well as diuretics and nutritional supplements. Another building housed over 30 dogs, mostly pit bull terriers, as nearly another 30 were found outside on leashes that were tied to car axles buried in the ground. Months later, Vick and three other men were indicted on dogfighting charges for activity over a six year period. Vick signed a plea agreement and a statement of facts admitting to conspiracy in a dogfighting ring and helping kill pit bulls, according to ESPN.com. But Vick denied betting on the fights, only bankrolling them. <br /><br /><strong>PETA AND PITBULLS<br /></strong><br /> The treatment of dogs in these fighting rings is hard to describe and brutally painful to watch. The dogs are beaten and neglected during training. The dogs are then forced into a ring with another dog that may or may not kill it. And then the losing dogs are killed by their owners often minutes after the fight. People for the Ethical Treatment of Animals, or PETA, is the largest animal rights organization in the world. PETA works through public education, research, animal rescue, legislation, protest campaigns, and in the case of Michael Vick, cruelty investigations. But as PETA studied the case and examined the dogs on Vick’s property, they believed that the saved dogs were beyond rehabilitation and that trying to save them would be both a waste of time and money. “The cruelty they’ve suffered is such that they can’t lead what any dog lover would consider a normal life,” said PETA spokesman Dan Shannon. “We feel that it’s better that they have their suffering ended once and for all.” <br /> However, it turned out that 47 of the 51 dogs at Badnewz Kennels were rescued and brought to shelters for rehabilitation. With such an incredible number, the rescue teams credited the demeanor of the pit bull breed and downplayed the image that pit bulls have in society. Much of society is terrified of these dogs and sees them as vicious, mean and threatening. But the reality is that pit bulls are quite friendly. PETA’s stance on Michael Vick is currently in limbo. The organization teamed with Vick to film an anti-dogfighting public service announcement. Vick’s attorneys sought assurance from PETA that they would support Vick’s return to football if he filmed the PSA. However, their initial agreement broke down and PETA is asking Vick to submit a brain scan and full psychiatric evaluation before he be declared eligible to return to the NFL<br /><br /><strong>WHERE IS MICHAEL VICK NOW?</strong><br /><br /> After Michael Vick admitted to conspiracy in dog fighting, killing pit bulls and bankrolling fights, he began serving his sentence early and voluntarily entered prison on November 19, 2007. Vick started serving his time at the Northern Neck Regional Jail in Warsaw, Va. However, by early January of 2008, Vick was transferred to a minimum security prison in Leavenworth, Kansas. In an effort to reduce his 23-month sentence, Vick entered a drug treatment program at the Kansas prison. The program at the prison takes place in units set apart from the general prison population, lasting at least 500 hours over a six to 12 month period, according to Bureau of Prisons policy. As of February 2009, Vick’s lawyers expected Vick to be released to a halfway house in Newport News, Va. But as the move was being arranged, news broke that there was a lack of bed space at the halfway house in Virginia, which meant that Vick would be allowed to finish his sentence under home confinement at his 3,500-square-foot home in Hampton, Va. An anonymous official familiar with the case said that Vick would be allowed to make the move home on or after May 21, according to ESPN.com. <br /><br /><strong>OTHER ATHLETES WHO HAVE FALLEN FROM GRACE</strong><br /><br /> Arguably one of the most disappointing things in sports is wasted talent. From the four major sports (football, baseball, hockey, basketball), to lesser covered ones such as golf, boxing and NASCAR, prominent athletes have fallen from grace for one reason or another. Whether the athlete suffers from a drug or alcohol addiction, abuse, infidelity, violence or gambling, the sports world always seems to have a few current athletes that fall under the umbrella of “tremendous athlete, bad decision maker.” Michael Vick is currently wearing that shoe. However, athletes aren’t the only people in America that fit in this category. There have been plenty of politicians, actors, musicians and businesspersons that have made similar career-threatening mistakes. Bill Clinton, Clive Owen, Chris Brown and Martha Stewart have all done things to mar their careers and the public’s view of them. Some of these people have bounced back, even better than before; while others were never quite able to rebuild their image and earn back the trust of the American public. But as Michael Vick prepares to re-enter the real world and spark a comeback to the NFL, he should take note of what other fellow athletes did right, and what they did wrong in their attempted return to the sport they loved. <br /><br /><br /><strong>INTERVIEWS</strong><br /><br />Every disgraced athlete tries to take the necessary steps to return their sport and regain the respect of their fans and peers. Some athletes have had great success, while others have failed miserably. It seems to be a case by case basis and largely depends on the individual’s image before their demise. Athletes like Mike Tyson could not return to their sport because of the negative reputation he had built for himself throughout his career. Kobe Bryant could return to his sport because of the positive All-American image he built for himself during the first six years of his career. And other athletes like Charles Barkley took a unique approach in their return to grace. Barkley simply said to the public, “I’m not a role model…Just because I dunk a basketball doesn’t mean I should raise your kids.” And in a way, the public seems to appreciate Barkley’s honesty and forgive him when he gets into trouble. But in evaluating whether or not Michael Vick could potentially have a successful comeback to the NFL, you have to look beyond what other athletes have done and find out, specifically, if those in the NFL would welcome or tolerate his return.<br />In order to get a true feel for whether or not Vick would be welcomed back at each of these different levels, I spoke with an NFL spokesperson, the nephew of an NFL owner and a current NFL player. <br />Victor Abiamiri: Victor Abiamiri, 23, is an NFL player who plays defensive end for the Philadelphia Eagles. “I can see why some players are upset and would not want Vick as a teammate and in their locker room. It would bring a lot of unwanted attention and create a whole lot of drama,” said Abiamiri. He continued, “But I also understand the players who don’t have an issue with it. There is something to be said that they are Vick’s dogs and it is his property, so if that’s what he wants to do, do it.” But the overall question asked to Abiamiri was if he would welcome Vick as a teammate. And his response was simple. “He’s a hell of a player and everyone deserves a second chance,” said Abiamiri. “I’d welcome him happily.” <br /> Sean Rooney: Sean Rooney is the nephew of Dan Rooney, the owner and chairman of the Pittsburgh Steelers. When asked if the Rooney family would ever consider signing Vick, Sean Rooney believed that his family would not be likely to do so, but it had nothing to do with Vick’s behavior. Rooney believed that his family would forgive Vick for his actions and give him a chance, as a person. But he worried about Vick’s ability on the field. “If you’re talking about possibly three years out of the game, I don’t know how he (Vick) could not be affected,” said Rooney. He continued, “Vick’s legs and speed have always been his go-to and his development as a thrower has been halted for quite some time. To me, it’s over.” <br /> Michael Signora: Michael Signora is the director of media relations and international communications for the National Football League. Signora was very political with his response when asked whether or not he thought the NFL would reinstate Michael Vick after his jail time. “Michael Vick was suspended indefinitely by Commissioner Goodell in 2007. He has not yet applied for reinstatement and when he does, the commissioner will consider the matter at that time,” said Signora, NFL spokesman. But when asked to put on a PR hat, Signora noted how a team should handle Vick’s return and pending backlash from the public. “They will certainly give thought to what message needs to be conveyed as an organization and who is the best person in the organization to convey that message,” said Signora. “This will likely be done in conjunction with the player and the message he will deliver when and if the time comes.” <br /><br /><strong>VICK’S STEPS TO A COMEBACK<br /></strong><br /> In evaluating other fallen athlete’s attempted returns to their sport, Michael Vick can learn some things from his peers in an effort to better his chances of a successful return to football. In heeding the advice and following the path of these other athletes, Vick can start to construct a plan to convince the NFL to reinstate him and convince a team to give him a chance. NFL owners, NFL representatives and other NFL players all seem to have different views on the situation and share different sentiments in regards to Vick as a player and person. But if Vick employs a simple 3-step process, he can restore his image on the way to his triumphant comeback to the NFL. If Vick can recover from his wrongdoings, rebuild his superstar image and return with grace and humility, he just might make it. <br /><br /><strong>Recover:</strong> Vick has already started taking the necessary steps to recover from his mistakes. He admitted his wrongdoings and issued many apologies to his team, the NFL, his family and fans. The audience that was most hurt from Vick’s behavior was the young children who looked up to him as a hero. He has personally apologized to that audience and must to continue to do so once his sentence is up. <br /> Based on other athletes who have been in a similar situation, Vick must recover as a person before he recovers as an athlete. In order to make changes and start fresh, Vick must start with himself. Throughout this process, Vick has said that he has found Jesus and has built a strong faith that has allowed him to forgive himself and his actions. And the hope is that his personal forgiveness has been an ongoing process for the past two years. Because once he recovers as a person, he can start to recover as an athlete. And as that process continues, Vick must reiterate how apologetic he is to his fans because they are paramount in his recovery. While PETA and the ASPCA are strong and powerful organizations, Vick’s fan base could overwhelm those critics and be paramount in accepting him back, enabling him to move on from the recovery process and start to rebuild his image and career. <br /><br /><strong>Rebuild:</strong> History has shown that the most important element in rebuilding an athlete’s tarnished image is media coverage. Obviously as Vick pleaded guilty to the dog fighting charges, there was nothing but negative stories in the media. Vick was labeled as a “thug,” as story after story emerged about his bad behavior and his “gang-like entourage” from Newport News. But what Vick has going for him is that this is his only blemish on his resume. And coming from the neighborhood where he grew up, there is something to say about that. Other troubled athletes repeatedly get in problematic situations and the media pounces on them, as they are permanently labeled as a troubled athlete with no chance at a return to their sport. But like the majority of the athletes before him, Vick is hopeful to get a second chance. But he is completely at the mercy of the media. As news broke that Vick was involved in a dog fighting ring and participated in the killing of dogs, he was the topic of news stories throughout the country. Talk show hosts, radio personalities, reporters and editors pounced on every detail of Vick’s plight. However, it has been nearly two years since the news broke and there has been very little written on Vick lately. But perhaps time is the one thing that Vick has on his side as he prepares for his return to football. <br /><br /><strong>Return:</strong> While many NFL owners, teams and players believe that Vick will suffer from his time away from football, he might also gain from it. Obviously Vick has lost a touch of his speed and will need to train vigorously in order to get back into football shape. So while time away may have hurt him physically, it has also helped society mentally. Fans and media, like any human beings, often have a short memory. Vick’s bad behavior is not fresh in our minds. Other athletes who have had successful returns can credit the memory loss of society. Animal rights activists have not forgotten and they will be anxiously waiting to protest Vick’s return. So Vick can certainly expect backlash from animal organizations and lovers around the country which will certainly bring negative press. But again, two years have gone by and the majority of society and football fans will have forgotten the specific details of Vick’s behavior and forgive him for what he has done. PETA has also said that they will forgive, and even endorse, Vick if he takes and passes a psychiatric evaluation. <br /> As time and society’s tendency to forgive and forget are on Vick’s side, so too is his God-given athletic ability. There is no doubt that one or more of the 29 NFL teams will give Vick a tryout, simply out of curiosity if nothing else. Vick was once the highest paid athlete in the history of the National Football League and a team could sign him now for very little monetary value. In terms of football, it would be a very low risk, high reward situation. But in terms of the public relations backlash, a team might not take a riskier chance all season. However, Vick seems so determined to return with a fresh start and a fresh team, that he will not blow this opportunity. Because history shows that if he is given a second chance, it could very well be his last. </div>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com108tag:blogger.com,1999:blog-7846766723893890993.post-37889370211371308802009-03-16T09:27:00.000-07:002009-03-16T09:28:22.267-07:00Football, Dogs & Money - The Michael Vick StoryGiulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com1tag:blogger.com,1999:blog-7846766723893890993.post-90865008560839607922009-03-01T19:26:00.000-08:002009-03-01T19:36:46.231-08:00The Dove Campaign for Real Beauty<strong>The Dove Campaign for Real Beauty</strong><br /><strong>Case Study by Olivia Falcione and Laura Henderson</strong><br /><strong></strong><br /><strong>SITUATION ANALYSIS</strong>:<br />The Dove Campaign for Real Beauty was started after Dove conducted a global study on beauty. The study called, The Real Truth About Beauty: A World Report confirmed a hypothesis that the definition for beauty had narrowed and impossible to attain. Dove found that:<br />§ Just 12 % of women are very satisfied with their physical attractiveness<br />§ Only 2 % of women describe themselves as beautiful<br />§ 68 % strongly agree that the media sets an unrealistic standard of beauty<br />§ 75 % wish the media did a better job in portraying the diversity of women's physical attractiveness, including size and shape, across all ages<br /><br />When the economy has a downturn women stop shopping, but for higher end items such as shoes and purses, not beauty items. Marketing in the beauty industry is mainly geared toward women for good reason. Women compose over 50 percent of the United States population and they influence or buy 80 percent of products sold. These are influential numbers for any company.<br /><br />Dove is the number one cleansing brand and is growing at more than 25 percent yearly. They are doing a sixth-month rollout of their hair care line. Unilever prides itself on advertising, announcing in 2002 a multi-million dollar advertising alliance with AOL Time Warner. Unilever expanded a co-marketing deal with Bally’s Total Fitness that makes Dove the exclusive sponsor and provider of personal hygiene products at almost 400 Bally’s fitness centers across the U.S and Canada. It is a crowded market and Dove wanted to separate themselves from the other companies and brands to generate higher sales.<br />Unilevers’ competitors include Proctor and Gamble, Estee Lauder, L’Oreal, Avon and others. All of these companies are experiencing growth and healthy sales. Proctor and Gamble is strengthening their leadership in Health Care and Beauty, two of 2003’s largest growing sectors. Proctor and Gamble has 5 billion dollar health care and beauty brands and they acquired a sixth in 2003. Meaning health care and beauty sales will account for half of the company’s sales and profits. In 2002, P&G reported net sales were $10.80 billion, up 11 percent versus 2001 sales.<br />Estee Lauder has recorded more than 45 consecutive years of annual sales increases. Estee Lauder’s net sales of all products sold in 130 countries reached $5.12 billion in 2003 this includes all labels-Estee Lauder, Clinique, Origins, Prescriptives and Aramis.<br />L’Oreal is the world’s largest beauty products company. In the past ten years the brand has shifted from 75 percent of sales in Europe to exporting brands around the world. Sales through June 2002 were €7.4 billion up from the first half of 2001 with €4 billion in consumer products and €1.8 billion in luxury products. L’Oreal aims for its 18th consecutive year of double-digit growth year-end 2002.<br />Avon is the world’s largest direct seller and sixth largest global beauty company with $6 billion in annual sales. Avon sells to women in 143 countries through 3.5 million independent sales representatives. Net sales have increased by 4 percent from 1997 to 2001 and this is expected to continue into 2003. Avon is starting a new line for younger consumers “mark”. It will launch in the fall of 2003 in the U.S. and in the second quarter of 2004 globally.<br />Beauty companies are doing well leading up to Dove’s launch of its Campaign for Real Beauty in 2004. The number of women in the United States and the influence they have on purchasing products make them the primary audience for consumer companies like Unilever to market towards. This combined with the results of women’s issues with the media’s portrayal of women create and ideal stage to launch a campaign focused on real women.<br /><br /><strong>RESEARCH</strong>:<br /> For years, the beauty industry and media have been constantly reminding women of the ideal body standards that have been set in today’s society. The Dove Campaign for Real Beauty, launched in 2004, was to support Dove’s mission of making women of all shapes and sizes feel beautiful every day, while widening stereotypical views of beauty. The campaign was inspired by a global study called “The Real Truth About Beauty: A Global Report.” As a company within the beauty industry, Dove wanted to have a better understanding of the issues regarding women and beauty by developing this study. Dove asked Dr. Nancy Etcoff, Harvard University professor and author of “Survival of the Prettiest,” and Dr. Susie Orbach, London School of Economics, visiting professor and author of “Fat is a Feminist Issue,” to help develop this global report. The study used quantitative data collected from an international study of 3,200 women from ten different countries between February 27, 2004 and March 26, 2004. Through the study, Dove aimed to explore the relationship women have with beauty, determine how women define beauty, learn the level of satisfaction with women’s beauty and the impact beauty has on the well-being of women. Through two key findings of the study, Dove was able to validate that the narrow definition of beauty is having a significant impact on the self-esteem of women today. The two findings are:<br />· Only 2% of women around the world consider themselves beautiful<br />· 81% of women in the United States strongly agree that “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve.”<br />In addition to these statistics, the study uncovered that only 5% of the women felt comfortable describing themselves as pretty and 9% felt comfortable describing themselves as attractive. When it came to body image and weight, women from all countries proved to be unsatisfied with themselves. The women of Japan had the highest levels of dissatisfaction with their body weight at 59%, followed by Brazil (37%), United Kingdom (36%), United States (36%), Argentina (27%) and the Netherlands (25%).<br />The study asked women about a wide range of issues regarding the mass media and pop culture. From all countries, cultures, ages, ethnicities and race, the women felt that there is a narrow definition of beauty. Specifically within today’s society, women acknowledged how they felt more pressure from the beauty standards set by the present mass media. Sixty-three percent strongly agreed that women today are expected to be more attractive than their mother’s generation.<br /> The women surveyed believed that they are surrounded by unrealistic beauty images that are unattainable. The majority (76%) wished female beauty would be portrayed in the media as being made up more than just physical attractiveness. Also, seventy-five percent wished the media did a better job of portraying women of diverse physical attractiveness, including age, shape and size.<br />Based on these findings, Dove created The Campaign for Real Beauty to address the issues that were revealed in the study. Since the campaign has been launched, Dove has conducted numerous global and national studies. In 2005, Dove conducted the study, “Beyond Stereotypes: Rebuilding the Foundation of Beauty Beliefs.” This study collected information from 3,300 girls and women, between the ages of 15-64 from 10 different countries. This study was designed to explore self-esteem and the impact of beauty standards on both the lives of girls and women. The study showed that of the women and girls surveyed, 90% wanted to change at least one aspect of their physical appearance (with body weight ranking the highest). In addition, Dove found that 67% of all women withdrew from life-engaging activities due to feeling badly about their looks.<br />In 2006, Dove conducted the global report “Beauty Comes of Age.” The study surveyed a total of 1,450 women, aged 50-64, from 9 different countries. This report was done to help reveal the stereotypes associated with beauty and aging. Dove found that 91% of the women surveyed felt that the media and advertising need to do a better job of representing realistic images of women over 50. A vast majority of the women (97%) believed that society is less accepting of appearance considerations for women over 50 compared to their younger counterparts, especially when focused on the body.<br />In 2008, Dove commissioned the national report, “Real Girls, Real Pressure: A National Report on the State of Self-Esteem.” Girls ages 8-17 were surveyed and were asked questions based on the three areas of self-acceptance, confidence and emotional orientation. Scores were assigned based on how the girls rated themselves in the three areas. Girls were classified into three groups of high, average and low self-esteem, based on their individual scores. The report exposed that in the United States, seven in ten girls believe they are not good enough or do not measure up in some way, including their looks, academic performance and relationships with family and friends and 62% of all girls feel insecure or not sure of themselves. In comparing girls’ level of self esteem and their feelings on their own beauty, 71% of girls with low self-esteem felt their appearance did not measure up, including not feeling pretty enough, thin enough or stylish or trendy enough. This was compared to 29% of girls with high self-esteem.<br /><br /><br /><strong>EXECUTION:<br /></strong> What<br /> Dove created The Dove Campaign for Real Beauty to help start a societal change and an expansion of the definition and discussion of beauty. The campaign supports Dove’s mission “to make more women feel beautiful everyday by widening stereotypical views of beauty.” The campaign uses advertising, a Web site, billboards, events, workshops, viral marketing and a Self-Esteem fund in Dove’s effort to create a global discussion about beauty with women all over the world. Rather than using professional models, the campaign stands by Dove’s mission in using “real” women of various ages, shapes and sizes to promote discussion and debate about the narrow beauty standards and images set in today’s society. <br /><br />When/How<br /> The Dove Campaign for Real Beauty was communicated to the public through a variety of print and television advertisements, a Web site, workshops and films. The campaign that launched in September 2004 began with an advertising campaign that featured women whose appearance strayed from the stereotypical beauty standards that are commonly seen in the media. Dove wanted to get “real” feedback by having the ads ask viewers to judge the women’s appearances. Viewers were asked to cast their votes on Dove’s Web site, campaignforrealbeatuy.com. The second phase of the campaign launched in June 2005 was print and outdoor advertisements that featured six everyday women who had real bodies and real curves. This phase was created to challenge the ideal body type standards set by the media. In February 2007, the third phase of the campaign was introduced with Dove using advertisements that targeted women 50 years and older. Annie Leibovitz, a world renowned photographer, was the artist behind the print and television advertisements, which celebrated the beauty in older women. Currently, the campaign focuses on young girls and self-esteem. For this part of the campaign Dove created self-esteem workshops and online self-esteem tools for mothers and daughters. In addition, Dove has created online films such as “Evolution,” “Onslaught” and “True Colors” which was a highly regarded commercial during the 2006 Super Bowl. Many of the tools used for the campaign are funded by the Dove Self-Esteem Fund. In the US, the fund supports Uniquely ME!, a program of the Girl Scouts of the United States, which aims to build confidence and self-esteem in young girls.<br /><br />Where/Why<br /> The campaign launched in England in September 2004. The Dove campaign was inspired by the study “The Real Truth about Beauty: A Global Report.” According to the Campaign for Real Beauty Mission, “the study validated the hypothesis that the definition of beauty had become limiting and unattainable.” The study showed that the narrow beauty standards were having a significant impact on the self-esteem of women. The Dove Campaign for Real Beauty was created to address this issue by attempting to widen the definition of beauty.<br /><br /><strong>EVALUATION</strong>: <br />The results of this campaign were overwhelming from the consumers and the media. The goal was to reach 5 million young people with the Self-Esteem Fund by 2010 and according to their Web site, they have reached 2 million already.<br /> The campaign returned $3 for every $1 spent. Dove’s page on Unilever’s Web site says that the current campaign has been shown on over 25 major TV channels and in more than 800 articles in opinion leading newspapers as well as in popular women’s magazines. In the first six months of the campaign, sales of Dove’s firming products increased 700 percent in Europe and in the United States, sales for the products in the advertisements increased 600 percent in the first two months of the campaign. In 2004, the first year of the campaign, global sales surpassed $1 billion, exceeding company expectations.<br /> Dove’s public relations company built in news coverage for Asia with the Dove “models” appearing in 618 different newspaper clippings with a circulation of 139 million. By the end of 2005, sales in the Asian-Pacific market increased from 19 percent to 26 percent. <br /> In the United States, the campaign got free advertising space from media coverage on national television shows reaching 30 million daytime television viewers. These shows included The Oprah Winfrey Show, which included the campaign everyday for a week, The Ellen DeGeneres Show, The Today Show, The View and CNN.<br /> “Evolution” the viral video and the most famous execution of the campaign to date had global impact. The viral has been viewed more than 15 million times online and seen by more than 300 million people globally in various channels of distribution, including news coverage, by the estimation of Ogilvy Chairman-CEO Shelly Lazarus.<br /> Dove and Ogilvy have won awards for this campaign. These include the two Grand Prix Cannes Advertising Awards in 2007. This is an unprecedented number of awards to win. “Evolution” the viral won Film Grand Prix and a Cyber Grand Prix. Dove won a silver IPA for effectiveness with the campaign. In 2006 it was awarded a Grand EFFIE, which honors the most significant achievement in marketing communications effectiveness.<br /><br /><strong>Sources</strong><br /><br />Dove:<br /><a href="http://www.dove.com/">www.dove.com</a><br /><a href="http://www.campaignforrealbeauty.com/">www.campaignforrealbeauty.com</a><br /><a href="http://www.campaignforrealbeauty.com/overview.asp?section=news">In the News- Campaign for Real Beauty</a><br /> Unilever:<br /><a href="http://www.unilever.com/brands/personalcarebrands/dove.aspx">http://www.unilever.com/brands/personalcarebrands/dove.aspx</a><br />From Ogilvy:<br /><a href="http://www.ogilvy.co.uk/ogilvy-advertising/index.php/2008/11/05/dove-campaign-for-real-beauty-takes-silver-prize-at-the-ipa-2008-effectiveness-awards/">http://www.ogilvy.co.uk/ogilvy-advertising/index.php/2008/11/05/dove-campaign-for-real-beauty-takes-silver-prize-at-the-ipa-2008-effectiveness-awards/</a><br /><br />Other Sources:<br />Ad$pender database<br /><a href="http://www.brandrepublic.com/Campaign/News/532448/Top-Performers-2005-International-Advertiser-Year--Dove/">http://www.brandrepublic.com/Campaign/News/532448/Top-Performers-2005-International-Advertiser-Year--Dove/</a><br /><a href="http://www.marketingprofs.com/7/dove-pro-age-primetime-women-barletta.asp">http://www.marketingprofs.com/7/dove-pro-age-primetime-women-barletta.asp</a><br /><a href="http://www.media-awareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm">http://www.media-awareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm</a><br /><a href="http://www.udel.edu/PR/UDaily/2007/apr/sports041207.html">http://www.udel.edu/PR/UDaily/2007/apr/sports041207.html</a><br /><a href="http://adage.com/article?article_id=120091">http://adage.com/article?article_id=120091</a><br /><a href="http://goliath.ecnext.com/coms2/gi_0199-2504316/Global-report-brands.html">http://goliath.ecnext.com/coms2/gi_0199-2504316/Global-report-brands.html</a><br /> <a href="http://www.media-awareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm">Media Awareness Network- Dove's Campaign for Real Beauty</a><br /><a href="http://www.slideshare.net/finance3/pg-2003-annual-report">http://www.slideshare.net/finance3/pg-2003-annual-report</a><br /><a href="http://www.beautypackaging.com/articles/2005/10/top-20-global-beauty-companies.php">http://www.beautypackaging.com/articles/2005/10/top-20-global-beauty-companies.php</a><br /><a href="http://articles.latimes.com/2004/apr/26/local/me-lauder26">http://articles.latimes.com/2004/apr/26/local/me-lauder26</a><br /><a href="http://goliath.ecnext.com/coms2/gi_0199-2504316/Global-report-brands.html">http://goliath.ecnext.com/coms2/gi_0199-2504316/Global-report-brands.html</a><br /><a href="http://www.myblackisbeautiful.com/">My Black is Beautiful Campaign</a><br /><a href="http://www.rm116.com/2005/08/nike_hearts_rea.html">Nike campaign</a>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com228tag:blogger.com,1999:blog-7846766723893890993.post-1877012874649216022009-02-28T08:04:00.000-08:002009-02-28T08:17:47.805-08:00Smoke-Free Campuses<strong>Smoke-Free Campuses</strong><br /><strong>Case Study by Lauren Rothbardt and Sara Oxfeld</strong><br /><br /><br /><strong>SITUATIONAL ANALYSIS</strong><br />“At least 43 colleges have gone smoke-free from California to New Jersey. Nearly 31 percent of full-time college students smoke compared with about 25 percent of the overall population, according to the federal government’s 2005 National Survey on Drug Use and Health. Smoking is being banned everywhere on these campuses, even in the main quads and sidewalks” (Cook, 2007).<br />The Tobacco-Related Disease Research program conducted a study in 2000 about understanding and preventing college smoking. According to the study, in 1981, it was estimated that only 8.2 percent of college students smoked. By 1998, it was estimated that 28.5 percent of college students were supporting tobacco use. This number continues to rise in both two-year and four-year universities. This is the underlying reason why more and more universities are taking the steps to become smoke-free.<br />According to the Americans for Nonsmokers’ Rights Foundation, “there are now at least 260 100 percent smoke-free campuses with no exemptions. Residential housing facilities are included, where they exist” (Americans for Nonsmokers’ Rights Foundation). Tobacco free U is a Web site that outlines facts and figures about college students and tobacco use, sample smoke-free policies, tips for cessation, evaluation tips, and information by state. The Web site points out that half of current college smokers would like to quit, which is an important fact for universities to take into consideration when taking steps to become smoke-free.<br />On college campuses, certain subsets are more likely to use tobacco due to tobacco advertisements, sponsorships, and promotional events. Gay, lesbian, bisexual and transgender students, fraternity members, art students, and women are all classified as high-risk subgroups. It is important that universities tailor their messages for these groups.<br />First-year students are also considered a priority population because many of these students are away from home for the first time and are exploring their newly found freedom. This subset of students is vulnerable to the influence of tobacco advertisements. Virginia Commonwealth University and University of Maryland’s unpublished data found, “approximately 60 percent of sorority women smoke. We also know that smokeless tobacco companies have targeted fraternities with their promotions” (Tobacco Free U). Tobacco companies also target women because smoking is classified as an appetite suppressant and a way to maintain a lower weight.<br />College campuses are going smoke-free in rapidly growing numbers across the United States and we predict that many more universities will make the choice to go smoke-free in the near future.<br /><br /><strong>EXECUTION<br /></strong>University at Buffalo<br />On Nov. 20, 2008, in conjunction with the American Cancer Society’s Great American Smokeout, the University at Buffalo announced plans to implement a 100 percent smoke-free policy to take effect beginning with the 2009-2010 school year. UB also created the UBreathe Free Initiative to assist smokers in the process of quitting as the campus progresses to be smoke-free.<br />The initiative works in collaboration with <a href="http://www.bizjournals.com/buffalo/related_content.html?topic=Roswell%20Park%20Cancer%20Institute">Roswell Park Cancer Institute</a>, the New York State Smokers Quitline, the Erie-Niagara Tobacco-Free Coalition, Tobacco Cessation Center North and the New York State Department of Health.<br />The vice president for health sciences, David L. Dunn, M.D, Ph.D., made the announcement. Under the plan, smoking will not be permitted in any UB owned building or space, including parking lots.<br />UB is the first SUNY campus in Western New York to implement a 100 percent smoke-free policy. The University of Wellness and Work/Life Balance within University Human Resources and Wellness Education Services within Student Affairs will be available to help students and faculty “kick the habit” (University at Buffalo). They will provide short cessation counseling and free nicotine patches and gum for smokers. “The Great American Smokeout is a great way for smokers to prove to themselves that they can quit for a day, in hopes of quitting for good” (ACS).<br />The decision to go smoke-free is consistent with the “Greener shades of Blue” initiatives. This campaign is committed to demonstrating environmental leadership by reducing energy costs, promoting alternative energy sources, and working to abate climate change. The decision to go smoke free was among those of a comprehensive recycling program and a rapid reorientation away from fossil fuel use, which is part of their Green Climate Action Initiative.<br />UB summoned a committee over a year ago to review their smoking policy and explore the options for strengthening it. The committee also brainstormed ways to help students and faculty quit smoking. The team was comprised of representatives from Human Resources, Student Affairs and UB’s Academic Health Center. This team created the UBreathe Free Initiative. In September 2008, UB ran an UBreathe Free Week where the university implemented a new smoking-cessation program.<br /><br />University of Arkansas<br />The University of Arkansas’s smoke-free policy stemmed from a belief that they could improve the health of all Arkansans through changes in public policy. Representing health interests on campus and the recipient of many complaints about the use of tobacco on campus, assistant vice chancellor for student affairs Mary Alice Serafini discussed a tobacco free campus with the vice chancellor for student affairs, Dr. Johnetta Cross Brazzell in the fall of 2006. She in turn took the proposal to the chancellor’s executive committee who reviewed the issues about tobacco use for several months. Serafini was used as a resource for the review.<br />In spring 2007, the chancellor’s executives decided that the campus needed at least 12 months to allow tobacco users to prepare for a tobacco free campus through participation in cessation programs. The plan was announced and the last academic year was used to inform governance groups, to hold town hall meetings, and to meet with anyone with any interest. Many classes used the policy as class projects.<br />In June, the tobacco-free policy is being marketed through a comprehensive campaign known as “Fresh” was announced.The director of communications and outreach for the Division of Student Affairs, Scott Flanagin, has headed up the marketing efforts for the policy, and worked with an award-winning student group, known as UA Productions, to create the concepts and the materials, right down to the Web site: <a href="http://fresh.uark.edu/">http://fresh.uark.edu</a>” (The University of Arkansas). On July 1, 2008, University of Arkansas went tobacco free<br />The Fresh Campaign has the YouTube account freshua to display their smoke-free Public Service Announcements.<br /><br />Miami University<br />In fall 2008, Miami University went 100 percent smoke-free. In 1993, Miami first banned smoking in all public areas of buildings except in certain designated spaces. Thisban included smoking in residence halls, and in 2002 the ban was extended to restrict smoking within 25 feet of the halls. In December 2007, in conjunction with the state law banning smoking in public places of employment, smoking was also banned on the university’s campus within 25 feet of other buildings and in university owned vehicles.<br />Following the new bans in 2007, Provost Jeffrey Herbst formed an ad hoc committee to in effort to gather data to inform a decision. Surveys became available in print and online. Out of the 6,157 responses, 52 percent were in favor of a full smoking ban, with 62 percent favoring a ban if it meant support for smokers who were trying to quit (The Miami University). The committee took into account personal freedom issues, enforcement, grounds keeping, economic impact on a conference/hospitality level and economic impact on donations.<br />After reviewing all of these factors, the committee made the recommendation that Miami go smoke-free with a few exceptions such as hotels and conference centers. The committee also recommended offering multiple cessation options for its employee and student smokers. Herbest said, "We are banning smoking and offering cessation resources because nothing is more important than the health and welfare of Miami's people" (The Miami University).<br />On Aug. 27, 2007, at the Miami University Board of Trustees meeting, the board discussed the importance of maintaining a healthy living and learning environment for its staff and students. After reviewing the information brought to them by the ad hoc committee President David Hodge endorsed the recommendation for all four of Miami’s campus to become smoke-free beginning in the 2008-2009 academic year.<br />As of Aug. 1, 2008, Miami’s smoking ban was amended to be 100 percent smoke-free. Their new policy is as follows,<br />In order to promote the health of our students, faculty, staff and visitors, all Miami University campuses are designated Smoke-Free Environments. Smoking is defined as the burning of tobacco or any other material in any type of smoking equipment, including, but not restricted to, cigarettes, cigars, or pipes.<br />Smoking is prohibited in all Miami University-owned facilities and on the grounds of any university-owned property. This includes all buildings owned or controlled by Miami University, shelters, indoor and outdoor athletic facilities, indoor and outdoor theatres,bridges, walkways, sidewalks, residence halls, parking lots and garages. Smoking is prohibited on sidewalks that adjoin University property. Smoking is also prohibited in any vehicle or equipment owned, leased or operated by Miami University.<br />Faculty, staff, and students violating this policy are subject to University disciplinary action. Violators may also be subject to prosecution for violation of Ohio’s Smoking Ban (Ohio Revised Code, Chapter 3794). Visitors who violate this policy may be denied access to Miami University campuses and may ultimately be subject to arrest for criminal trespass,” (The Miami University).<br /><br /><strong>EVALUATION<br /></strong>The University of Arkansas<br />According to the vice chancellor of student affairs, Mary Alice Serafini, “now that Arkansas’ smoke-free policy has been implemented, there are two major issues. First, the university did not have enough signage and are now making up for lost time on signage and posters. Secondly, people want enforcement and the policy is based on compliance and mutual respect.” The latest initiatives have been a resolution by the Residents Interhall Congress to set up designated smoking areas with a response from the Associated Student Government not to support designated smoking areas, but to enforce littering rules and implement enforcement of tobacco use away from buildings. The Tobacco Free Committee believes this will all be a three to four year process with bumps in the road. This is hard for those who really want a pure tobacco free campus and want punishment to achieve it. The university believes compliance will work in the end.<br /><br />Miami University<br />On Sept. 12, 2008, a group referred to as “Hodge’s Smokers” gathered to protest the university’s campus smoking ban. The group lit up cigarettes and carried them, burning, all across Miami’s campus in protest of the newly enforced smoking ban that went into effect in August. While this protest was not the first negative reaction to the new policy, it was one of the largest. Students are not the only ones upset by this ban; staff members aren’t too thrilled either. However, the staff is doing a better job at adhering to the rules than the students(Reinbolt, 2008).<br />Months later, the university is still struggling with enforcing the ban. Students and staff are frequently spotted light up on university property. While some find the ban to be effective, others completely ignore it. As of December 2008, “According to the Office of Ethics and Student Conflict Resolution, 33 students have been disciplined for violating the campus-wide smoking ban. Claire Wagner, director of news and public information, said no staff members have been reprimanded for smoking on campus” (Stenback, 2008). Wagner believes the purpose of the ban is being fulfilled.<br /><br /><strong>INTERVIEW ANALYSIS</strong><br />We interviewed director of communications for Miami University, Perry Richardson. Richardson has held his position for many years.<br />According to Richardson, Miami University joined the campus initiative to become completely smoke-free in the 2008-2009 academic year. Jeffrey Herbst was the first to form an ad hoc committee to petition to the University for the smoking ban. According to Richardson, “After credible research was conducted, the university complied and agreed to become 100 percent smoke-free.”<br />Miami is one of the few universities who have decided to treat the ban with an enforcement policy. Richardson said, “We believe enforcement will insure the greatest success of the ban.”<br />“While at first the ban may have caused some commotion on campus, we believe the students and staff have seen an improvement on campus, and therefore support the new policy,” said Richardson. However, Richardson believes that it may be too soon to determine if the new policy has caused smoking rates to decrease among students and faculty but he continues to remain hopeful.<br />Since the ban is still in its’ earlier stages, Richardson, deems that in time the university will develop better methods for enforcing the ban, hence keeping their students and staff healthier and their campus cleaner. <br />Upon conducting this interview we realized this is an issue many are not comfortable discussing. Whereas Richardson agreed to answer our questions, despite the fact that he only answered a couple of them and was very vague in his answers, the other professionals we contacted from the other universities chose not to comment at all on the topic. We believe this lack of cooperation may be due to the fact that the policy may not be functioning to its’ fullest potential just yet.<br />However, Richardson’s interview did provide us with some insight into the minds behind the smoke-free policy. We believe all three of the universities are acting in good faith in their attempts to rid the campus of cigarette trash and litter, and in an attempt to provide their students and staff with the learning and living environment they deserve.Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com34tag:blogger.com,1999:blog-7846766723893890993.post-68009410677606692282009-02-23T09:19:00.000-08:002009-02-23T21:25:35.209-08:00<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYNW40jiueHr6JVC0oQ7mmUjWlfCZw4qnwhVv09BdDxQ5toWPZKDgbm8Sn6zfnYyAJXb_JkBL06WBjP76wlkkPzPGoVeI-duFQh9RZex1GGL3u3PI88eC16RMENM383tEHHWVmKprxsQSr/s1600-h/vlcsnap-358512.jpg"><img id="BLOGGER_PHOTO_ID_5306148238369690802" style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 200px; CURSOR: hand; HEIGHT: 150px; TEXT-ALIGN: center" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYNW40jiueHr6JVC0oQ7mmUjWlfCZw4qnwhVv09BdDxQ5toWPZKDgbm8Sn6zfnYyAJXb_JkBL06WBjP76wlkkPzPGoVeI-duFQh9RZex1GGL3u3PI88eC16RMENM383tEHHWVmKprxsQSr/s200/vlcsnap-358512.jpg" border="0" /></a><br /><strong>Philip Morris Case Study “Think. Don’t Smoke” vs. the Truth Campaign<br />Comm473: Allison Kershner and Melanie Loomis</strong><br /><br /><strong>Overview:</strong><br />In the 1930’s, Edward Bernays revolutionized the way the tobacco industry promoted cigarettes by linking female empowerment with the taboo of women smoking. While promoting for Lucky Strike, he launched a legendary public event by taking beautiful, well known feminists at the time and had them walk the streets of New York City carrying a banner representing freedom, each with a lit cigarette. This widely publicized Easter Day parade event paved the road for the growing tobacco industry to be forced into a whirlwind of constantly evolving methods of releasing advertisements and propaganda to promote tobacco products (Stauber. 1994).<br />As early as the 1950’s, truth concerning the harmful effects of smoking came to light in magazine articles. Even Bernays said that if he had known the dangerous effects of tobacco, he would not have taken Lucky Strike as his client. It was during this era, the tobacco industry more than doubled its advertising budget to pay for media ads and public relations practitioners. In 1954, The Tobacco Industry Research Council was a necessary formation in order to counter attack such negative health report findings (Stauber. 1994).<br />In 2005, the Centers for Disease Control published a survey which found that the number of high school students who had smoked cigarettes in the past 30 days was almost one quarter of the population (23 percent). Of those who smoke, the study found that 3,900 smoked a cigarette each morning and that 1,500 of them were regular smokers (Longpre). Smoking is killing nearly 5 million people a year worldwide.<br /><br /><strong>Strategic Planning Behind the Problem:</strong><br />The tobacco industry continues to receive harsh criticism among public health advocates. A lieu of advertising restrictions and smoking bans have caused the tobacco industry to curtail their past marketing techniques and branch out to find new ones because of the intense research and media coverage on the link between cancer and tobacco.<br />Just as in the 1950’s, large tobacco companies have been on the run to combat these accusations and they have needed a method of survival in this growing age of around the clock media coverage. To counter attack accusations that they are trying to target young people as a way to maintain revenue, Philip Morris has created the Youth Smoking Prevention Program to educate teenagers and parents about the harmful effects of smoking. Philip Morris originally launched their “Think. Don’t Smoke” campaign in 1998, which was regarded as unsuccessful and viewed by the media as a self-interested attempt at creating brand recognition.<br /><br /><strong>Target Audience:</strong><br />Primary audience: Male and female young people, ages 10 to 14, in the United States who do not smoke and frequently watch television.<br />Intervening: parents, teachers, coaches, other teenagers and youth serving organizations like Big Brothers Big Sisters and the 4H Club.<br />Moderating: anti-tobacco associations, public health advocates, World Health Organization<br /><strong></strong><br /><strong>Execution:</strong><br />Philip Morris launched a “Think. Don’t Smoke” television advertisement campaign targeted towards young people. The commercials began to run in 1998 and continued to do so for years with the same campaign slogan and a renewing $100 million budget. In the “Think. Don’t Smoke” commercials, Philip Morris associated teenagers who chose not to start smoking as being “cool” among their peers. The first television advertisements were run on the Fox, WB, TNT, Cartoon Channel and ABC networks to appeal to youth programming. Additional Youth Smoking Prevention Ads were to run during future Super Bowls.<br /><br /><br /><strong>Truth Campaign</strong><br />In 1998, public health advocates from Florida launched a dramatically successful state-wide response campaign attack on the tobacco industry known as Truth campaign. The vastly different messages portrayed in each campaign have produced years of analysis by researchers and the public regarding why the Truth campaign resonated so well among young people in comparison to the Philip Morris campaign. Advertising in the tobacco industry has been an issue that has affected the PR Industry since Edward Bernays in the 1930’s and remains a popular topic to examine regarding the stickiness of certain messages compared to others.<br /><br /><strong>Past and Current Challenges:</strong><br />In 1998, Philip Morris and other major tobacco companies faced one of their biggest challenges because of the Tobacco Master Settlement Agreement. The tobacco companies were forced to pay $325 billion over the next 25 years and restrict their cigarette advertising and marketing. . This lawsuit required the tobacco companies to run their own antismoking ads to help reduce teenage tobacco use. Philip Morris developed a campaign called “Think. Don’t Smoke.” and at the same time, the American Legacy Foundation formed the Truth campaign.<br />Although the two campaigns were directed at the same teenaged audience, at similar time periods and made efforts to disseminate the same message, the Truth campaign was much more successful in getting kids to reject smoking. In fact, June 2002 article published by the American Journal of Public Health, surveyed teenagers and compared the two campaigns. The study found that those exposed to the Truth campaign were 66 percent less likely to smoke and those who were exposed to the Philip Morris campaign were 36 percent more likely to smoke (Heath).<br />According to Made to Stick, the Truth campaign ads out preformed the Phillip Morris ads because they were more memorable and they suggested that teens rebel against “The Man” –or Big Tobacco, by choosing not to smoke. In an article about the Philip Morris “Think. Don’t Smoke.” campaign, the author blamed the survey results on a number of factors. "The ads are fuzzy-warm, which could actually generate favorable feelings for the tobacco industry and, by extension, its products. And their theme — that adults should tell young people not to smoke mostly because they are young people — is exactly the sort of message that would make many teenagers feel like lighting up".<br />The Truth campaigns were so successful that Philip Morris responded by filing a Big Tobacco “anti-vilification” clause which aimed to get the commercials pulled from the air. Carolyn Levy, Philip Morris’s senior vice president for youth-smoking prevention justified the clause by saying, “We felt that [the Truth ads] are not consistent with the focus and mission of the American Legacy Foundation” (Heath). But the courts and research did not agree.<br />Philip Morris no longer uses the "Think. Don't Smoke." campaign and has begun using a three prong approach. The approach focuses on parent communications, grant programs and youth access prevention. The corporation follows positive youth development theory which emphasizes positive relationships and activities in teen's lives to keep them from smoking. Philip Morris also partakes in ongoing research to evaluate their prevention programs and communications. According to Philip Morris the number of underage smokers in America has steadily decreased since 1998.Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com207tag:blogger.com,1999:blog-7846766723893890993.post-39922282038910422322009-02-21T20:00:00.000-08:002009-02-21T20:02:09.340-08:00<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5Ckym5014%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5Ckym5014%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" href="file:///C:%5CDOCUME%7E1%5Ckym5014%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>ZH-CN</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> <w:usefelayout/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:SimSun; panose-1:2 1 6 0 3 1 1 1 1 1; mso-font-alt:宋体; mso-font-charset:134; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:3 135135232 16 0 262145 0;} @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-1610611985 1107304683 0 0 159 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-1610611985 1073750139 0 0 159 0;} @font-face {font-family:"\@SimSun"; panose-1:2 1 6 0 3 1 1 1 1 1; mso-font-charset:134; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:3 135135232 16 0 262145 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin-top:0in; margin-right:0in; margin-bottom:10.0pt; margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-fareast-font-family:SimSun; mso-bidi-font-family:"Times New Roman";} a:link, span.MsoHyperlink {mso-style-priority:99; color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {mso-style-noshow:yes; mso-style-priority:99; color:purple; mso-themecolor:followedhyperlink; text-decoration:underline; text-underline:single;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:SimSun; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5Ckym5014%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5Ckym5014%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" href="file:///C:%5CDOCUME%7E1%5Ckym5014%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>ZH-CN</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> <w:usefelayout/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:SimSun; panose-1:2 1 6 0 3 1 1 1 1 1; mso-font-alt:宋体; mso-font-charset:134; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:3 135135232 16 0 262145 0;} @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-1610611985 1107304683 0 0 159 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-1610611985 1073750139 0 0 159 0;} @font-face {font-family:"\@SimSun"; panose-1:2 1 6 0 3 1 1 1 1 1; mso-font-charset:134; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:3 135135232 16 0 262145 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin-top:0in; margin-right:0in; margin-bottom:10.0pt; margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-fareast-font-family:SimSun; mso-bidi-font-family:"Times New Roman";} a:link, span.MsoHyperlink {mso-style-priority:99; color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {mso-style-noshow:yes; mso-style-priority:99; color:purple; mso-themecolor:followedhyperlink; text-decoration:underline; text-underline:single;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:SimSun; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNormal" style="line-height: 200%;"><b style=""><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">GARDASIL: The Selling of a Drug and a Disease<o:p></o:p></span></b></p> <p class="MsoNormal" style="line-height: 200%;"><b style=""><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Comm473: Kelly McNulty and Christiana Pluta<o:p></o:p></span></b></p> <p class="MsoNormal" style="line-height: 200%;"><b style=""><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Situational Analysis:</span></b><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"> <o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Merck and Co. Inc, established in the United States in 1891, describes themselves as “a global research-driven pharmaceutical company dedicated to putting patients first (http://www.merck.com).”According to their mission statement, they are committed to the highest standards of ethics and integrity and commit their research to improving human and animal health and the quality of life. They also discover, develop, market and manufacture vaccines and medicines to address unmet medical needs and devote efforts to increase people’s access to medicines. They were the first company to develop a vaccine for cervical cancer in the summer of 2006. Cervical cancer is defined by the National Cancer Institute as “cancer that forms in tissues of the cervix, the organ connecting the uterus and vagina. Cervical cancer is usually a slow-growing cancer that may not have symptoms but can be found with regular Pap tests (<a href="http://www.cancer.gov/cancertopics/types/cervical%29">http://www.cancer.gov/cancertopics/types/cervical)</a>.” But according to the National Cervical Cancer Coalition (NCCC), about 10,000 women in the United States are diagnosed with cervical cancer each year and about 3,700 women die each year from the disease. In the majority of developing countries, cervical cancer remains the number-one cause of cancer-related deaths among women. The virus HPV, or Human Papillomavirus, is a factor in the development in nearly all cases of cervical cancer. More than 100 types of HPV are known to exist, with some being low–risk types, but even those may cause cancer (NCCC). The vaccine developed by Merck called GARDASIL prevents HPV types 16 and 18 that relate to 70% of cervical cancer cases, and types 6 and 11 that cause genital warts. GARDASIL was approved for girls and young women ages nine to twenty-six. <o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><b style=""><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Research Conducted:</span></b><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"> According to the Food and Drug Administration’s (FDA) Web site on June 8, 2006, a total of six studies were conducted to show how well GARDASIL worked in women. Four of the studies were conducted with women between the ages of sixteen and twenty-six, and two were conducted with girls ages nine to fifteen. In the older group, 21,000 women were either given the vaccine or a placebo. The results showed that GARDASIL was almost one hundred percent effective in preventing “precancerous cervical lesions, precancerous vaginal and vulvar lesions, and genital warts caused by infection with the HPV types against which the vaccine is directed,” in women who had not already been infected. The prevention of those lesions was believed to be highly likely to result in the prevention of those cancers, although the study period was not long enough for cervical cancer to develop. </span><span style="font-family: "Times New Roman","serif";"> </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">The results also showed the vaccine was only effective when given prior to an infection, and not helpful to women already infected with HPV types included in the vaccine. In the two studies given to girls, ages nine to fifteen, their immune response was equal to that found in the sixteen to twenty-six year olds, indicating that the vaccines effects should be similar. The vaccines safety was evaluated in approximately 11,000 subjects. Most of the adverse reactions experienced were pain and tenderness at the injection site. Also according to the Web site, the manufacturer (Merck) agreed to conduct several studies after the license was approved in other to evaluate the general safety of the vaccine and its long-term effectiveness. Merck also agreed to monitor the pregnancy outcomes of women who received the vaccine while not knowing they were pregnant, and to evaluate the safety and effectiveness of GARDASIL in males (FDA). <o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"><o:p> </o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><b style=""><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Execution and Evaluation:</span></b><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"><o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">The GARDASIL vaccine was approved by the FDA in June 2006, but prior to unveiling its national “One Less” advertising campaign for GARDASIL, Merck funded other campaigns which included the Make the Connection campaign in 2005. This campaign centered around the Make the Connection bead, a part of a make-it-yourself bracelet kit that would help raise cervical cancer awareness. This eventually evolved into the Make the Commitment Fund, where women were challenged to sign a pledge on the Web site that stated; </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">I, (name) am making the commitment to talk with my healthcare professional in January about ways that I can prevent cervical cancer, including getting regular cervical cancer screenings </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">(<a href="http://www.bio-medicine.org/medicine-news%29"><span style="color: windowtext; text-decoration: none;">http://www.bio-medicine.org/medicine-news)</span></a>.” </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Giving women the opportunity to not only sign but read and understand the pledge on the Make the Connection Web site ensured that doctors would be receiving questions about cervical cancer, ones they could answer by bringing up GARDASIL once it was available.</span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"> After these “pre-campaign” campaigns were completed, the “One Less” campaign began. The television, print and online advertisements featured the slogan “One Less,” with girls and young women saying they wanted to be one less woman battling cervical cancer. According to Bev Lybrand, vice president and general manager of the Merck Vaccine Division, "The full public health benefit of reducing the burden of cervical cancer and HPV disease may be achieved through broad public awareness and vaccination with GARDASIL, which is the driving force behind One Less (<a href="http://www.medicalnewstoday.com%29/"><span style="color: windowtext; text-decoration: none;">http://www.medicalnewstoday.com)</span></a>.” The campaign focused on a positive message to encourage women and inform them about GARDASIL and the risks of cervical cancer. While empowering them to become “One Less,” the campaign not only encouraged young women to get the vaccine, but also to continue to see their doctor for regular health screenings (<a href="http://www.youtube.com/watch?v=hJ8x3KR75fA"><span style="color: windowtext; text-decoration: none;">http://www.youtube.com/watch?v=hJ8x3KR75fA</span></a>). While GARDASIL continues to be promoted through this campaign, another brand of commercials are also being played. In these “I Chose” commercials, both adult women and young girls are shown saying things like “I chose to get my daughter vaccinated because I want her to be one less woman affected by cervical cance</span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">r” and “</span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">I chose to get vaccinated after my doctor told me GARDASIL does more than help prevent cervical cancer(<a href="http://www.youtube.com/watch?v=gd4ypCXusrI%29"><span style="color: windowtext; text-decoration: none;">http://www.youtube.com/watch?v=gd4ypCXusrI)</span></a>.” Both the “One Less” campaign and the “I Chose” commercials play into the vaccines target market, which is both young women and their mothers. By using slogans of empowerment, Merck is able to reach the target market they want to receive the vaccine. By having mothers speak in the “I Chose” commercials, it plays into mothers instincts to protect their children, as well as gives a voice for the younger girls who need a parent’s consent in order to be vaccinated. </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"><o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Although Merck is a credible pharmaceutical company,</span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"> they are the only company to have this vaccine, and because it is the only vaccine that prevents any strain of HPV that causes cervical cancer it gives Merck an advantage on both fronts. They are fulfilling their social responsibility by making GARDASIL available in order to help combat cervical cancer, but since they are also the only company with a vaccine of this type, they are able to make a lot of money from it</span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">. GARDASIL is being marketed as the “cervical cancer vaccine,” and young women who receive it may not know there is still a chance of them getting cervical cancer. The vaccine was targeted to prevent HPV, a cause of cervical cancer, but not the cancer itself. This concept may be confusing to young women, who may not realize that even with the vaccine they can still get cervical cancer. Also, according to financial site Bloomberg.com, Merck is now targeting GARDASIL to women who may not benefit from the vaccine in order to compensate for a decline in sales in July and August</span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"> 2008. </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"><span style=""> </span>Although women ages nine to twenty-six were always the target market, Merck has shifted its marketing away from the younger end of the demographic in order to focus on nineteen to twenty-six year olds, the part of the demographic they insist will benefit from the vaccine although they are </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">having difficulty trying to get this age group to receive the shot. </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Researchers at Harvard University concluded in an August 2008 study that the vaccine is not effective in the older age group. Those findings correlate with the recommendations of the American Cancer Society (<a href="http://www.forums.pharma-mkting.com/showthread.php?p=8547"><span style="color: windowtext; text-decoration: none;">http://www.forums.pharma-mkting.com/showthread.php?p=8547</span></a>). </span><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">As more girls get the shot, the market for those who need it declines, which is why Merck is trying to market towards another demographic, but marketing GARDASIL to women who will not benefit from it in order to turn a profit will not help their campaign. According to a study done by researchers at Harvard and published in August 2008 by <u>The New England Journal of Medicine</u>, giving GARDASIL to women through their mid-twenties might not be worth the price (<a href="http://content.nejm.org/cgi/content/full/359/8/821"><span style="color: windowtext; text-decoration: none;">http://content.nejm.org/cgi/content/full/359/8/821</span></a>). The three-dose vaccine costs approximately $360, but according to the Department of Health and Human Services Centers for Disease Control and Prevention, it is cost-effective for women ages nine to twenty-six, including women who are sexually active, because few of those women are actually infected with the four HPV types the vaccine covers. As a result, they would still be protected by getting the vaccine (<a href="http://www.cdc.gov/std/Hpv/STDFact-HPV-vaccine.htm"><span style="color: windowtext; text-decoration: none;">http://www.cdc.gov/std/Hpv/STDFact-HPV-vaccine.htm</span></a>).<o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"><o:p> </o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><b style=""><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Professional Interview:</span></b><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"><o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">For our case study, GARDASIL: The selling of a Drug and a Disease, we interviewed Michael F. Doble, accredited in public relations (APR), a certified functional continuity professional (CFCP), and the director of strategic communications for the Raytheon Company in Arlington, Va. Raytheon describes their company as “a technology and innovation leader specializing in defense, homeland security and other government markets throughout the world (<a href="http://www.raytheon.com/ourcompany/"><span style="color: windowtext; text-decoration: none;">http://www.raytheon.com/ourcompany/</span></a>).” Although Mr. Doble’s expertise are not in pharmaceuticals and he is not overly familiar with Merck’s campaign for GARDASIL, he was willing to do some of his own research about it, in order to answer any questions we may have had. We asked for some of his thoughts about how he believed the campaign was handled from a public relations standpoint. As stated, <o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">“Here are a few impressions after reading a little on this: While the campaign was very good at illuminating the issue, I believe that Merck went beyond what science told them by targeting older women for the vaccine. To the uninitiated they appeared greedy and more concerned about sales than science: a PR blunder that will haunt them. I've been around long enough to know that you can find an "scientific expert" to support almost any point of view, there are clearly enough credible experts arrayed against extending the vaccinations to older women to make it a net minus instead of a net plus. Also, the whole "make vaccination mandatory" lobbying effort looked like a thinly veiled pitch for additional business (Doble).”<o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">After listening Mr. Doble’s opinions about the issue, it was apparent that although he believed the campaign illustrated the risk of cervical cancer in young women, Merck may have surpassed justifiable limits. Furthermore, by trying to target older women with the vaccine, Merck gave the impression of being more concerned with sales than with the social well-being of their customers. The most interesting opinion in Mr. Doble’s interview was how he believed there were enough “credible experts” to go against Merck’s idea of giving older women vaccinations. While this might be the opposite of what Merck desires, they may have to move away from their goal of giving GARDASIL vaccines to older women if there are, in fact, enough experts against it. <span style=""> </span><o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";">Overall, Mr. Doble was able to give us his perspective on Merck’s GARDASIL campaign and while he was not involved in the campaign or with Merck, his public relations expertise allowed him to give an insightful analysis of the campaign Merck implemented. <o:p></o:p></span></p> <p class="MsoNormal" style="line-height: 200%;"><span style="font-size: 12pt; line-height: 200%; font-family: "Times New Roman","serif";"><o:p></o:p></span></p> Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com12tag:blogger.com,1999:blog-7846766723893890993.post-27417515323398465532008-12-10T06:22:00.000-08:002008-12-10T07:13:28.459-08:00Bad Girls of HollywoodA CASE STUDY:<br /><br /><br /><br />BAD GIRLS OF HOLLYWOOD<br />Paris Hilton, Lindsay Lohan<br /> and Nicole Richie<br /><br /> <br />Christie Walsh<br />Comm 473, Fall 2008<br />Professor Nichols<br /><br /><br /><br />A CASE STUDY:BAD GIRLS OF HOLLYWOOD<br /><br />SITUATION ANALYSIS<br />America is obsessed with celebrities and celebrity news. There is an entire market for celeb news, with such media outlets as People, OK!, TMZ, E!, etc. Even regular news outlets like FOX and CNN have begun to follow stars personal lives. Today, it seems that talent and hard work are less concentrated on, and more attention is paid to the private lives of celebrities. This comes in handy for a few stars who might have more in the “drama” department than the “talent” one.<br />Paris Hilton, Nicole Richie, and Lindsay Lohan are all considered “Bad Girls of Hollywood.” The media, tabloids, and the American public have followed their careers and personal lives. While each of them has had legal problems resulting in jail time and rehab, they continue to be seen in celebrity news, making a name for themselves, holding onto and growing their fame, and, of course, making money. <br /> The purpose of this case study is to find the similarities between each of these stars behavior, and figure out what made them able to “bounce back” from their legal problems, by rebranding themselves. Seeing as each of these girls have had plenty of other “drama,” including sex scandals, homemade pornographic tapes, relationship dramas, pregnancies, family issues, etc, this case study will concentrate specifically on their legal problems and rehabilitation.<br /> <br />RESEARCH<br />Paris HiltonParis Hilton, of the Hilton family, is a famous socialite, who has gained attention for acting, singing, modeling and other business ventures. Paris is known for her role on the television series “The Simple Life,” modeling, her own clothing line, a sex tape titled “One Night in Paris,” minor film roles (including “House of Wax,” 2005). She put out her first CD, self-entitled “Paris” in 2006. (wikipedia.org)<br />Paris’s Rap Sheet:· September 2006- Paris was arrested for driving under the influence with a 0.08% blood alcohol level, which is illegal in California. · November 206- License suspended.· January 2007 she pleaded “<a href="http://en.wikipedia.org/wiki/Nolo_contendere">no contest</a> to the alcohol-related <a href="http://en.wikipedia.org/wiki/Reckless_driving">reckless driving</a> charge. Sentenced to 36 months' <a href="http://en.wikipedia.org/wiki/Probation">probation</a> and fines of approximately$1,500.· January 15, 2007- caught driving with a suspended license. Acknowledged the offence.<br />· February 27, 2007- Paris pulled over driving 70 <a href="http://en.wikipedia.org/wiki/Miles_per_hour">mph</a> in a 35 mph zone, with a still suspended license. She also did not have her headlights on even though it was after dark. <a href="http://en.wikipedia.org/wiki/Prosecutor">Prosecutors</a> in the office of the <a href="http://en.wikipedia.org/wiki/Los_Angeles_City_Attorney">Los Angeles City Attorney</a> charged that those actions, along with the failure to enroll in a court-ordered alcohol education program, constituted a violation of the terms of her probation.<br />· May 4, 2007- sentenced to 45 days in jail for violating her probation. Initially, Hilton planned to <a href="http://en.wikipedia.org/wiki/Appeal">appeal</a> the sentence, and supported an online petition asking California governor <a href="http://en.wikipedia.org/wiki/Arnold_Schwarzenegger">Arnold Schwarzenegger</a> for a pardon. Opponents started a counter-petition supporting the sentence. Both petitions attracted tens of thousands of signatures. Hilton eventually switched lawyers and dropped her appeal.<br />· June 3, 2007- Paris attended the 2007 MTV Movie Awards. She entered the Century Regional Detention Facility two days later. With credit for good behavior, it was anticipated that Hilton would only serve 23 days of her 45-day sentence. <br />· June 7, 2007- Los Angeles County Sheriff <a href="http://en.wikipedia.org/wiki/Lee_Baca">Lee Baca</a> reassigned Hilton to 40 days of <a href="http://en.wikipedia.org/wiki/House_arrest">home confinement</a> with an <a href="http://en.wikipedia.org/wiki/Electronic_tagging">electronic monitoring device</a> due to an unspecified medical condition. Baca commented on the release saying, "My message to those who don't like celebrities is that punishing celebrities more than the average American is not justice," contesting that under normal circumstances, Hilton would not have served any time in jail, and he added that "The special treatment, in a sense, appears to be because of her celebrity status ... She got more time in jail". (She later told Larry King her medical condition was claustrophobia, and not wanting to be alone.”<br />· Judge <a href="http://en.wikipedia.org/wiki/Michael_T._Sauer">Michael Sauer</a> summoned her to reappear in court the following morning (June 8) as the sentencing statement had explicitly said she would serve time in jail with "No work furlough. No work release. No electronic monitoring." At the hearing he declined to be briefed by Hilton's attorney in private chambers on the nature of her condition and sent her back to jail to serve out her original 45-day sentence. Paris was moved to the medical wing of the Twin Towers Correctional Facility in Los Angeles<br />· June 13- Removed from the medical wing.<br />· June 26, 2007- After serving 22 days, Paris was released. She announced she would visit Rwanda, but later moved he trip from November 2007 to “some time” in 2008. <br />· June 28, 2007- Two days after her release Paris was interviewed on Larry King. Spoke about the influenced prison minister Marty Angelo had on her and starting a “new beginning.” (wikipedia.org)<br /><br />Lindsay Lohan<br />After getting her start as a child model, Lindsay Lohan began acting at age 10 in a soap opera, and at 11 starred in the Disney remake of “The Parent Trap.” Lindsay she gained fame staring in films including “Mean Girls,” “Freaky Friday,” “Confessions of a Teenage Drama Queen,” “Herbie: Fully Loaded.” Lindsay began a singing career as well. Lohan is well known in the Hollywood party scene. (wikipedia.org)<br /><br />Lindsay’s Rap Sheet:<br />· August 2004, October 2005, November 2006- Lohan had series of car accidents. In the final one, there was suspicion of intent on the side of the paperatizo to attack her car. <br />·2006- During the filming of Georgia Rule that was later made public,<a href="http://en.wikipedia.org/wiki/Lindsay_Lohan#cite_note-79">[80]</a> <a href="http://en.wikipedia.org/wiki/James_G._Robinson">James G. Robinson</a>, CEO of the film's production company, <a href="http://en.wikipedia.org/wiki/Morgan_Creek_Productions">Morgan Creek Productions</a>, wrote:<br />“You and your representatives have told us that your various late arrivals and absences from the set have been the result of illness; today we were told it was 'heat exhaustion'. We are well aware that your ongoing all night heavy partying is the real reason for your so-called 'exhaustion'.”<br />· January 18, 2007- Lohan checked herself in to the Wonderland Center <a href="http://en.wikipedia.org/wiki/Drug_rehabilitation">rehabilitation</a> facility. "I have made a proactive decision to take care of my personal health,” she stated. <br />· May 26, 2007, Lohan lost control of her car. Lindsay had cocaine in her car and it was further detected in her blood. She was charged with <a href="http://en.wikipedia.org/wiki/Driving_under_the_influence">driving under the influence</a>. <br />· May 28, 2008- entered a rehab for a 45-day treatment at the Promises Treatment Center. <br />· July 24, 2007- Lindsay failed a sobriety test after being caught drunkenly fighting with a recently fired assistant in a parking lot. Cocaine was found in her pocket. She was arrested with a felony charge of possession of cocaine, a misdemeanor for driving under the influence, and for driving with a suspended license.<br />· August 23, 2007- She pleaded guilty to cocaine use and driving under the influence. She was sentenced to one day in <a href="http://en.wikipedia.org/wiki/Jail">jail</a> and then 10 days of community service. She was further ordered to pay fines and complete an alcohol education program, and 3 years <a href="http://en.wikipedia.org/wiki/Probation">probation</a>. “It is clear to me that my life has become completely unmanageable because I am addicted to alcohol and drugs,” Lohan said in a statement.<br />· In August 2007, Lohan began her rehab at Cirque Lodge Treatment Center in <a href="http://en.wikipedia.org/wiki/Sundance,_Utah">Utah</a> until October 2007. (wikipedia.org)<br /><br />Nicole Camille Richie<br />Nicole is the adopted daughter of <a href="http://en.wikipedia.org/wiki/Lionel_Richie">Lionel Richie</a>. She is a known for partying, being friends with Paris Hilton, some acting and most notably her role in the reality television show <a href="http://en.wikipedia.org/wiki/The_Simple_Life">The Simple Life</a>. She now has a child with boyfriend Joel Madden of Good Charlotte. (wikipedia.org)<br /><br /><br /><br />Nicole’s Rap Sheet:<br />· Richie herself has openly admitted that she smoked marijuana at the age of 13, and then progressed to cocaine a year later. At 19, she was injecting heroin (wikipedia)<br />· February 2003, Richie was arrested in <a href="http://en.wikipedia.org/wiki/Malibu,_California">Malibu, California</a>. She was arrested and charged for possession <a href="http://en.wikipedia.org/wiki/Heroin">heroin</a> and driving without a license.<br />· <a href="http://en.wikipedia.org/wiki/December_11">December 11</a>, <a href="http://en.wikipedia.org/wiki/2006">2006</a>- Nicole was charged with <a href="http://en.wikipedia.org/wiki/Driving_under_the_influence">driving under the influence</a>. Eyewitnesses saw Nicole's car driving the wrong direction. She admitted to smoking <a href="http://en.wikipedia.org/wiki/Cannabis_(drug)">marijuana</a> and taking <a href="http://en.wikipedia.org/wiki/Vicodin">Vicodin</a> before the incident.<br />· <a href="http://en.wikipedia.org/wiki/July_27">July 27</a>, <a href="http://en.wikipedia.org/wiki/2007">2007</a>- She was sentenced to four days in jail. After only 82 minutes of the sentence she was released from the Century Regional Detention Center in <a href="http://en.wikipedia.org/wiki/Lynwood,_California">Lynwood, California</a> on <a href="http://en.wikipedia.org/wiki/August_23">August 23</a>, <a href="http://en.wikipedia.org/wiki/2007">2007</a>. A sheriff's department spokesperson told People magazine that Richie "was released early due to overcrowding in the jail system. This is standard procedure for nonviolent offenders.” She then did an 18-month program for anti-drinking and driving. (wikipedia.org)<br /><br /><br /><br /><br /><br /><br /><br /><br />Celebrity Obsessed World:<br />An article in Associated Content covered the issue of American obsession with celebrities. “Our society is addicted to celebrities. There are thousands of citizens who can't wait to read about the personal and professional lives of stars like Beyonce, <a href="http://www.associatedcontent.com/theme/824/madonna.html">Madonna</a> and the latest person on the radar. Publicity teams are set in place to help <a href="http://www.associatedcontent.com/theme/1419/celebrities_througout_the_ages.html">celebrities</a> stay in the spotlight so that they can sell an album, movie or product.“ These stars need to stay in the spotlight to succeed, so a negative story about them is not necessarily bad, but they have to use the spotlight to eventually help their brand. (<a href="http://www.associatedcontent.com/article/173562/addicted_to_celebrities.html?cat=49">http://www.associatedcontent.com/article/173562/addicted_to_celebrities.html?cat=49</a>)<br /><br />Similar Cases:<br />Whitney Houston- Though never arrested, Whitney has also had problems with drug abuse and has gone to rehab. While she was a prominent star in the 80’s and 90’s, she later was accused of drug abuse with husband Bobby Brown. In an interview with Diane Sawyer Huston admitted to drug use but said, "First of all, let's get one thing straight. <a href="http://en.wikipedia.org/wiki/Crack_cocaine">Crack</a> is cheap. I make too much money to ever smoke crack. Let's get that straight. Okay? We don't do crack. We don't do that. Crack is wack." Her attitude and unprofessionalism cost her dearly, and her “Crack is wack” quote became a joke. Audiences were not convinced, even momentarily that she was clean or that she was remorseful for her actions. ''My business is sex, drugs, rock and roll... I partied a lot,” she said in a report to E! News at age 39. (<a href="http://www.ew.com/ew/article/0,,396064,00.html">http://www.ew.com/ew/article/0,,396064,00.html</a>) While “all news is good news” works for the other girls, it didn’t work for Houston, because there was never any redeeming factor. Unlike the other girls Houston failed to show her rehabilitation or charity work, which helped the other three to turn around their images in the media. <br /><br /><br />PLANNING: How the Bad Girls Maintain publicity and earnings<br />· All news is good news: With so many media outlets based primarily around celebrity news (TMZ, Access Hollywood, E!, People, etc) and even classic news outlets following celebrities and their every move, it is clear that these girls need to get their names out there. The fact is celebrities living quiet lives often get less press then others who are out in the nightlife, even those getting “bad press.” But that is how we have learned that no press is bad press. That is why even when it seems these girls aren’t working, they are still making money. No matter what they are actually doing, it has to be news worthy. And it is. So, each of these stars used their legal problems (because that’s what they had to use at the time) to capitalize and gain more fame. <br /><br />Article<br />“Jail bad? It’s just another way to get publicity” by Michael Ventre<br />· “However, it isn’t the day-to-day routine of confinement that is the attraction here for Paris Hilton, it’s the aftermath. When she finally finishes her stretch, she will have street cred, which is the one thing on Earth she can’t buy, although don’t think one of her minions hasn’t contacted Sotheby’s to inquire.”<br />· “Jail may turn out to be the best thing to ever happen to Paris Hilton.”<br />http://www.msnbc.msn.com/id/18680783/<br /><br /><br /><br /> <br /><br />EXECUTION: How they executed a post-jail comeback.<br /><br />· Focus on “rehabilitation”: <br />Each of these girls did a stint or two in rehab and jail, and used it to their benefit. Paris’s jail time was widely covered by all news outlets, as was Nicole’s and Lindsay’s. When ending rehab all the girls did interviews about how much they have changed. <br />On a Larry King interview Paris said, “it definitely -- it was a very traumatic experience, but I feel like God does make everything happen for a reason. And it gave me, you know, a time-out in life to really find out what's important and what I want to do, figuring out who I am. And I'm -- even though it was really hard, I took that time just to get to know myself.” (http://www.cnn.com/2007/SHOWBIZ/TV/06/27/king.hilton.transcript/index.html)<br />Lindsay’s first interview after her third time in rehab was with OK! Magazine. She said to the magazine, "It was a sobering experience. It made me look at myself and all the people, places and things in my life in a different way.” She told the magazine she planned to avoid Hollywood and concentrate on her career and being clean instead. (http://www.okmagazine.com/news/view/1865)<br />In an interview with Diane Sawyer, Nicole Richie and her boyfriend talked about how Nicole had changed since her arrest and pregnancy. "Besides being responsible for myself, I'm now responsible for someone else. And I have to set the right examples. I have to really be someone that I would want my child to look up to,” she said. (http://abcnews.go.com/2020/story?id=3444795&page=1)<br /><br />· Charity:<br />Paris Hilton told E! News, "I'll be going (to Rwanda) in November, after I get back from filming my movie. There's so much need in that area, and I feel like if I go, it will bring more attention to what people can do to help." While her trip to Rwanda seems to be on permanent hold, Paris did go to South Africa with her boyfriend in March of 2008. After the trip she said, "I LOVE Africa in general, South Africa and West Africa. They are both great countries," she said, according to various reports.” While, there is no such country as West Africa, and her efforts may not be exactly well educated, she did do some volunteer work with children in South Africa. (FOXNews.com)<br />In November 2007, Richie and Joel Madden created The Richie Madden Children's Foundation. According to their website, the foundation supports programs that "provide immediate aid and seek out programs that are addressing the underlying causes of suffering and provide sustainable solutions. On her website Nicole wrote, “This past year, philanthropy has opened my eyes to so much need and so much beauty. I have also realized how easy it is to help, and how rewarding it feels to be able to make a positive difference in someone's life.” Her foundation says in the website that it is ‘currently raising money to build a playground for children living with their families in a homeless shelter. We’re pleased to announce the launch of ‘Text CHILD to 90999’, a new campaign to raise funds to help kids through a new kind of fundraising – with a simple text message. Each text message donates $5, billed to your phone bill. This is the first time a campaign is using popular culture mass media to raise funds with the new technology, so we’re excited to see how much we can raise.” (http://www.myspace.com/richiemadden)<br />Lohan has publicized her work with Hear the World, The One Campaign, Save the Children, and TRIAD. Her most publicized work is with Hear the World. According to their website, Hear the World “is an initiative by Phonak that aims to raise awareness of the topic of hearing and hearing loss and to promote good hearing all over the world. The goal of the Hear the World Initiative is to educate the general public about the importance of hearing, the social and emotional impacts and the benefits of available solutions for those with hearing loss. ” (http://www.hear-the-world.com/)<br />EVALUATION<br /><br />· Paris Hilton earned approximately $2 million in 2003–2004, $6.5 million in 2004–2005, and $7 million in 2005–2006.” (Forbes). She now stars in her own show, “Paris Hilton’s: My New BFF.” Her new single “My BFF,” from her yet to be released album, premiered September 30th of this year and is the theme song for her show. (wikipedia.org)<br /><br />· Forbes has Lindsay Lohan listed with over $6 million in earnings. Her leggings line “6126” was launched October of 2008. She is working on a new album called “Spirit in the Dark.” (Forbes)<br /><br />· Nicole Richie earned 1 million for posing nude with her man in People Magazine. She also earned $2.5 million from a spokesperson contract Jimmy Choo and the novel "The Truth About Diamonds." Rumors have her in a TV development deal with Fox. She also is working on her own pop album. (Forbes). <br /><br />MY ANALYSIS AND EVALUATION <br />While I don’t think any of these stars make exactly good role models for young people, it is clear that Hollywood, the media, and we the public have an obsession with hearing about other peoples failings and legal problems. We thirst to hear about their failures, and we look forward to watching them claw their way out from the hole they got themselves into. Often, there is less “news” to report on a successful star who does not get in trouble, like for instance Scarlet Johansson. That does not take away Scarlet's fame, but the truth is that the stars with the “bad” publicity are still getting the publicity, and often more of it!<br />In making their comebacks, Paris Hilton, Lindsay Lohan, and Nicole Richie all concentrated on their rehabilitation and their charity work. They have made themselves into a brand. In some ways their jail time (however brief it may have been) has given them a form of street cred. It also makes them relatable and real. They are not merely fashionable people who do whatever they want; they are real people who (have learned that they too) have to abide by the same laws as we normal people. <br />While Paris, Nicole, and Lindsay all had great publicists and maybe did some thinking on their own too in order to come out of legal problems with success, their move is still not advisable. Truly talented actresses who stay out of legal problems can succeed more in the long run, where as the up and down road of drug and alcohol abuse is a dangerous one to take (or drive). <br /><br />Works Cited:<br /><br /><a href="http://en.wikipedia.org/wiki/Paris_hilton">http://en.wikipedia.org/wiki/Paris_hilton</a><br /><a href="http://en.wikipedia.org/wiki/Nicole_Richie">http://en.wikipedia.org/wiki/Nicole_Richie</a><br /><a href="http://en.wikipedia.org/wiki/Lindsay_lohan">http://en.wikipedia.org/wiki/Lindsay_lohan</a><br /><a href="http://www.associatedcontent.com/article/173562/addicted_to_celebrities.html?cat=49">http://www.associatedcontent.com/article/173562/addicted_to_celebrities.html?cat=49</a><br /><a href="http://www.ew.com/ew/article/0,,396064,00.html">http://www.ew.com/ew/article/0,,396064,00.html</a><br /><a href="http://www.cnn.com/2007/SHOWBIZ/TV/06/27/king.hilton.transcript/index.html">http://www.cnn.com/2007/SHOWBIZ/TV/06/27/king.hilton.transcript/index.html</a><br /><a href="http://www.okmagazine.com/news/view/1865">http://www.okmagazine.com/news/view/1865</a><br /><a href="http://abcnews.go.com/2020/story?id=3444795&page=1">http://abcnews.go.com/2020/story?id=3444795&page=1</a><br /><a href="http://www.myspace.com/richiemadden">http://www.myspace.com/richiemadden</a><br /><a href="http://www.hear-the-world.com/">http://www.hear-the-world.com/</a><br /><a href="http://www.forbes.com/lists/2006/53/Q37N.html">http://www.forbes.com/lists/2006/53/Q37N.html</a><br /><a href="http://www.forbes.com/lists/2006/53/U3HH.html">http://www.forbes.com/lists/2006/53/U3HH.html</a><br /><a href="http://www.msnbc.msn.com/id/18680783/">http://www.msnbc.msn.com/id/18680783/</a>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com1tag:blogger.com,1999:blog-7846766723893890993.post-65367822181011893462008-12-03T18:05:00.000-08:002008-12-03T18:10:38.302-08:00How Green Got CoolAs we push further into the new millennium, the concept of green living has gotten a makeover. Environmental issues are no longer isolated to special interest groups such as Greenpeace, Sierra Club, Adirondack Mountain Club, to name a few, but have rather become an issue staring every man, woman, and child straight in the face. This issue does not, per se, affect our generation, but more so, future generations. As green living no longer finds itself as an alternative lifestyle, marketers are capitalizing on an opportunity to tap into a new segment of the market: the eco-friendly consumer.<br /><br />As green living has become more prevalent in the United States, it has not only become acceptable, but at times a fashion statement, especially among youth consumers. In this analysis, we will take a look at how three companies, Toyota, Honda and Whole Foods Markets, have positioned themselves as green initiators and cemented their place as eco-friendly companies. These three companies, along with many others, are at the forefront of noveau-green resurgence. In an effort to expand their market share and boost the bottom line, they were able to effectively bring green living back to life.<br /><br />TOYOTA PRIUS<br /><br /> In 1997, Toyota began production of the first mass-produced hybrid vehicle, the Prius. After success in Japan where it was sold exclusively, the Prius made its way to the U.S. in 2001. The original American Prius model ran on a 1.5 liter, 4 cylinder engine, along with a permanent magnet A/C electric motor with MSRP under $20,000.<br /><br /> In 2004 the Prius was completely redesigned into a slightly larger, sleeker and sexier automobile. As its popularity grows, many have found the Prius to be harder to come by with many potential buyers finding themselves on wait-lists to purchase the vehicle.<br /><br />NATIONAL TREE DAY PARTNERSHIP<br /><br />In 2005, Toyota undertook the challenge of finding Australia’s “Greenest” celebrity in order to leverage them as environmentally credible and generate positive publicity of the Prius.<br /><br />Using National Tree Day as a launching pad, they were able to create media opportunities using celebrities and Toyota ambassadors including world renowned environmentalist David Suzuzki, to participate in a photo shoot demonstrating how driving a Prius for a week could reduce CO2 emissions as effectively as planting 21 trees.<br /><br />Australian debutante and Miss Universe 2004, Jennifer Hawkins was commissioned to plant trees creating buzz leading to National Tree Day. Prius’ were also loaned to media personalities to secure substantial endorsement.<br /><br />Toyota was able to position themselves as the vehicle of choice for environmentally conscious drivers through a feature on the eco-friendly show, The Great Outdoors on Australia’s Channel Seven.<br /><br />Through their strategy, Toyota achieved coverage through many different outlets including radio, national and local TV as well as a number of placements in consumer publications with a positive image for Toyota.<br /><br />Toyota has also reached out into the social marketing realm to address criticism from environmental advocacy groups claiming Toyota is “two-faced on fuel economy”. The company has made numerous online and offline efforts in support of their green initiatives. Toyota is in a position to balance their green products versus their not-so-eco-friendly products. However, any consumer interested in Toyota’s green initiatives can visit their Open Road blog to read “Being Green”.<br /><br />Toyota has revamped their Web site to showcase their Hybrid Synergy Drive technology and have added a hybrid filter to their online showroom. In addition, they have initiated a community site for Toyota Hybrid owners enabling them to create a profile based on their reasons for purchase.<br /><br />Through their initiatives, positioning themselves as a green leader, Toyota has been named one of the top ten “Greenest Brands” and as of 2007 has sold over one million Hybrid vehicles.<br /><br />HONDA<br /><br />Although Honda Motor Company is relatively small compared to other Japanese car manufacturers, Honda is the largest engine maker in the world. Honda also had the first engine to pass the 1970 U.S. Clean Air Act. The Civic, Accord and Prelude were the only Honda vehicles sold in the U.S. up until the 1990s when Honda decided to expand their model lineup. In particular, the Honda Civic is the second-longest continually running nameplate from a Japanese manufacturer.<br /><br />Since its premiere, the Civic has undergone several generational changes, making it attractive to a younger, hipper customer, ranging in ages 18-34. To reach out to this audience, Honda launched the Honda Civic Live Tour, a six-city tour featuring live concerts by leading bands such as the Black-Eyed Peas, John Legend and 311 combined with a festival and test drives of the Civic.<br /><br />This event was a first for Honda, allowing them to team with The Powell Group to leverage the car to “tuners”, predominately young car enthusiasts who customize their vehicles to increase performance, personalize appearance, and enhance the volume of their engines and audio equipment. This market segment was exactly what Honda was after to align the car as a hip, urban trend. They were also able to create successful radio partnerships with local stations to promote the tour.<br /><br />The Honda Civic Live Tour generated a total of 6.4 million impressions with an estimated $250,000 in publicity value. Not only was Honda able to generate strong traffic into the showrooms, but they were able to reach out to their target audience, providing this hip and upcoming audience with the notion that Honda is the “it” car of our time. Their ability to leverage themselves as the cool car for this younger audience has ultimately led them to align their “cool” factor with their green cars as well.<br /><br />The Civic Hybrid is the most economic and environmentally responsible gasoline-powered Civic ever. The 2006 Civic Hybrid was so well received by consumers, that it has won the 2006 World Car of the Year Award for greenest car.<br /><br />Akin to Toyota, Honda is able to promote their green initiatives through interactive and educational online marketing. The site, http://www.world.honda.com/green offers consumers a visually appealing and informative site. Honda was also named one of the top ten “Greenest Brands”<br /><br /><br />WHOLE FOODS MARKET<br /><br />Another leader in the eco-friendly marketplace is Whole Foods Market, based in Austin, TX. Whole Foods Market’s mission—Whole Foods, Whole People, Whole Planet; reflects its care and concern for the environment. A key component of the Whole Foods mission is to be a leader in comprehensive environmental stewardship and the company has made an ongoing commitment to green power.<br /><br />To many, Whole Foods has become a vested part of green living. Consumers say shopping at WFM has become a part of their lifestyle, as the company is noted for having high prices but historically, it has also been a leader in community outreach. In order to position itself as the leading natural food retailer and the go-to marketplace for the eco-friendly shoppers, Whole Foods Market focused on the “Whole Foods Experience” creating unique shopping environments catering specifically to each distinct season utilizing seasonal products and unique items within the stores. Outside the store, Whole Foods Market media outreach emphasized their community support and environmental stewardship practices as well as positioning the company as an industry leader in topical issues in terms of agriculture, food production and consumption.<br />To further cement their place as a hub of environmental friendliness, many Whole Foods Markets have begun holding seminars on green lifestyle, in and out of the kitchen including seminars on renewable wind energy. Whole Food’s has also publicized itself as a green leader through its Green Power standing. WFM is recognized by the EPA for running on 100% Green Power and has used this standing as leverage to differentiate from competitors.<br /><br />Whole Foods is still making progress to maintain standing as the greenest brand. As of January 2008, Whole Foods eliminated all plastic shopping bags and now offer only 100% recyclable paper bags. WFM also offers stylish grocery sacks for a low cost.<br /><br />A unique trait of Whole Foods Market’s CSR initiative is their community dedication. Whole Foods Market has consistently focused on supporting local agriculture, and community citizenship. Each year, WFM allocates a minimum of 5% of their profit into the local communities, generally dispersed throughout the year to a number of groups.<br /><br />Ultimately, by keeping itself in the local media through community initiatives as well as creating store loyalty, Whole Foods Market has maintained itself as the top green brand in the U.S. and is a staple of green living.<br /><br />EVALUATION<br /><br />The three companies presented above have done an exceptional job at keeping the youth market involved with green initiatives through the use of hip and “cool” tactics. This effort positioned the green lifestyle in a fashionable light, building a platform for future green initiatives. It has also diminished pre-existing notions toward environmental-friendly living. Each of these companies has made it a priority to show the exact impact of customers’ loyalty to the business in terms of green lifestyle. Whether reducing your emissions by purchasing a hybrid car or supporting green power through Whole Foods Green Power initiatives, consumers know their brand loyalty makes the difference. <br /><br />These companies are exceptionally successful because they are not making sacrifices when it comes to the bottom line. In fact, they are the pioneers in green marketing. Their marketing efforts have proven to be successful from both a consumer standpoint as well as a business perspective. Honda was able to reach out to a young audience with their music tour by incorporating Honda’s green values with prominent celebrities and musicians. Toyota was able to accelerate the Hybrid from the drawing board to a reality. They were able to effectively and cost-efficiently partner with green campaigns such as National Tree Day to align themselves as a green company. Whole Foods was able to position themselves as the retailer of the green lifestyle by extensive community support and an ongoing commitment to green initiatives.<br /><br />These companies have created a solid foundation for the future of green marketing. Now that marketing has taken this course, the green issue will always be in play. Consumers will start to question whether or not businesses are doing their part to practice environmental responsibility, whether at consumer level or at the executive level. This movement has created a mutually beneficial relationship for three distinct parties: the companies, the public and the environment. In the foreseeable future, there seems to be no end to the trend. Until environmental issues begin to resolve, campaigns like these will be commonplace amongst everyone else.<br /><br />Public relations professionals agree that green lifestyle coming to the mainstream is not just a passing phenomenon. Monica Del Rosario, an account executive with Hill & Knowlton's New York office has worked extensively with Green Cross International, specifically with their global solar report card efforts. "Stories about sustainability have been getting picked up more frequently than ever". said Del Rosario. "Everybody wants to see where they stand in comparison with others. The bar is definitely in the process of being set as to the standard of what it means to be green."<br /><br />Del Rosario also noted that living green has become sexier in the media. "You may have noticed this recently, but driving an Escalade is much less sexy now a days. Green is profitable. Leo DiCaprio drives a Prius and Brad Pitt is trying to rebuild New Orleans with all green materials." said Del Rosario. "Being green has caught on big time and this is proof that it is most definitely cool."Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com20tag:blogger.com,1999:blog-7846766723893890993.post-22699815501275204852008-11-12T15:36:00.000-08:002008-11-12T15:45:37.209-08:00LiveStrong<strong>Lance’s Legacy</strong><br /><br />At a young age, Lance was one of the world’s top cyclists. He won multiple World Championships, the Tour Du Pont and many Tour de France stages. Lance was nearing the peak of his cycling career. At age 25, Lance was diagnosed with cancer.<br />His diagnosis was testicular cancer and is the most common cancer in men ages 15-35. With early detection, chances of curing the disease are 90 percent. Yet, Lance ignored the warning signs and went untreated until the cancer spread to his abdomen, lungs and brain.<br />With a combination of physical conditioning, a strong support system and a competitive spirit, Lance declared himself a cancer survivor, not a cancer victim. He actively sought education about his disease and treatment, underwent aggressive treatment and eventually beat the disease.<br />Before he was fully recovered and knew his own fate, Lance established the Lance Armstrong Foundation. This was the start of his life as an activist for people living with cancer and world representative to the cancer community.<br />The Lance Armstrong Foundation<br /> "At the Lance Armstrong Foundation (LAF), we inspire and empower people affected by cancer. For more than 10 years, the Foundation and its founder, cancer survivor and champion cyclist Lance Armstrong, have partnered with other organizations and dedicated advocates to make cancer a national priority in the United States. Now the Lance Armstrong Foundation is taking the battle to fight cancer global.”<br />The Lance Armstrong Foundation was founded in 1997 by Lance Armstrong. LAF was created to offer cancer patients information, knowledge, and attitude that are important for dealing with cancer and its exhausting treatments.<br />LAF is founded on four key programs that provide resources that cancer victims can utilize to help battle and deal with the difficulties of their illness. The first program focuses on education and offers patients and their doctors the information they need to successfully choose the right treatment method. Education not only concentrates on medical advice, but it is also open to give emotional support as well.<br />Another of the core programs is advocacy, especially at political gatherings and lobby sessions where representatives of people suffering from cancer encourage the government to take action against the war on cancer. Representation can help increase research funding and promote new scientific options that may lead to treatment options in the future.<br />A public health program is the third program that offers cancer patients and their families post treatment support and special services. The ultimate goal of the LAF is to further cancer research. Through extensive fundraising, the donated money supports and offers financial assistance to doctors and scientists to develop clinical trials and medications to provide advanced cancer treatment. The funding also aides programs who aim to improve the lives of those living with cancer and assisting them with the daily challenges.<br />LAF has invested more than $18.7 million in research grants. The Lance Armstrong Foundation believes that “knowledge is power and unity is strength”.<br /><br /><a href="http://www.livestrong.org/">www.livestrong.org</a><br /><strong><br />“Wear Yellow Live Strong”<br /></strong><br />In 2003, LAF launched two educational resources, the LiveStrong Survivorship Notebook and the LiveStrong online Resource for Cancer Survivors. Both provide information on the physical, practical and emotional aspects of surviving the disease. They are free resources for cancer victims, survivors and families to explore.<br />In response to the start of Lance’s LiveStrong theme, Nike approached LAF to create 5 million yellow wristbands with “LIVESTRONG” engraved on them in support of Lance during his sixth Tour de France.<br />The yellow wristband has its roots in “baller bands,” rubber bands that street basketball players wear on their wrists to get psyched up for games. Nike initially thought to make baller bands with different messages for promotional items, but the idea wrapped around the LiveStrong campaign instead.<br />The wristbands’ start was support for Lance’s efforts in both cycling and raising awareness for cancer across the nation. Armstrong and his entire team wore the yellow wristband.<br />The Lance Armstrong Foundation and Nike launched the Wear Yellow Live Strong campaign on May 17, 2004.The campaign’s goals were to raise money for cancer research, increase cancer awareness and encourage people to live life to the fullest. Nike’s goal was to raise $5 million through wristband sales on top of the $1 million they donated to the Lance Armstrong Foundation. All proceeds would eventually go to LAF in efforts to raise $25 million.<br />This was a significant milestone for the Lance Armstrong Foundation and Nike’s corporate relationship, considering Nike was the only sponsor to stick with Lance when he was diagnosed with cancer. During the 2004 Summer Olympics, the wristbands were given to each U.S. athlete to wear on their arm to show support.<br />The wristbands became an astounding craze overnight and gave rise to “cause marketing” –the pairing of a product with a social mission. Both the 2004 Tour de France and Summer Olympics created national media attention for Lance’s LiveStrong wristband. Media such as People Magazine, The Wall Street Journal, National Public Radio, and Advertising Age were drawn to this yellow rubber silicon wristband. Appearances and endorsements on television shows such as Oprah raised the wristbands profile to a fashionable level. <br /><strong><br />The Wristband</strong><br /><br />The alliance between Nike and the Lance Armstrong Foundation not only created an awareness wristband, but it also sparked a consumer craze. The wristbands cost $1 a piece and the proceeds go directly to the Lance Armstrong Foundation.<br />Everything about the wristband breathes Lance. The engraved “LiveStrong” is the foundation’s motto. The color yellow signifies the lead rider’s jersey in the Tour de France and is also the color of hope.<br />After their debut, the wristbands were worn by Lance and his team at the Tour de France; the U.S. Summer Olympic athletes; celebrities such as Matt Damon, Bruce Willis and Robin Williams; and even politicians such as John Kerry. They were summer 2004’s hardest item to get. Many resorted to the eBay market with hopes of obtaining these charitable wristbands.<br /> Although eBay provided new ground for wristband sales, people were buying them for prices well beyond their original price. People could have easily donated $1 or more to the Lance Armstrong foundation, but it was the visual symbol of concern that was valued more so than the actual cause it was supporting. The wristbands posed a question whether philanthropy was posing as fashion or vice versa.<br /> Philanthropy as a fashion statement goes back to earlier days. Since ancient times, people wore jewelry as a way of expressing some sentiment, feeling or as a symbol. The wristband is a modern adaptation of an age old tradition; jewelry as a symbol of hope, courage and support of a worthy cause.<br />However, the wristbands are usually worn for personal reasons, whether to support someone fighting cancer or tribute to someone who has lost their battle. The bright yellow attracts attention and has been compared to the red AIDS awareness ribbons. The difference between the AIDS ribbon and the LiveStrong wristband is the lack of controversy surrounding the wristband’s visible concern for cancer.<br /> The most interesting facet of the wristband is its association with Lance’s heroic battle over cancer at the peak of his fame. The LiveStrong wristband satisfies the desire to have something to believe in, making it a “champion of the good-will game”. Cause Marketing Forum President David Hessekiel says it best,<br />“If this was a bracelet done by an obscure organization, and didn’t have the celebrity attached that created this buzz, we wouldn’t be talking about.”<br /> The wristband zoomed in on the power of today’s youth. The wristband carries a simple message that even kids can identify with. In particular, teenagers were drawn to it because not only do proceeds go to a good cause, but it is a cheap way to look cool. The wristband was versatile and could be worn with any outfit. The LiveStrong craze was a powerful reminder to businesses not to underestimate the power of the youth consumer market.<br /> By 2005, fifty-five million wristbands were wrapped around people’s arms. In spite of the fashion trend they started, the wristband-clad community understood the real meaning behind the wristband.<br /><strong><br />Going Strong</strong> <br /><br />The “Wear Yellow Live Strong” campaign has been through years of continued success. The wristband is still visibly worn on many arms, but not to the extent that it was in the early stages of the campaign. The wristband’s popularity followed a bell curve path. However, LiveStrong is at its all-time high today today. The campaign has grown through social marketing (www.livestrong.com and www.livestrong.org), special events, and LiveStrong Challenges. Nike and LAF have even extended the LiveStrong line by adding the “10/2” collection. A dollar from each sale goes to LAF.<br />Betty Otter-Nickerson, the Chief Operating Officer at the Lance Armstrong Foundation said it’s busier than ever with Lance getting back on the bike to train for the 2009 Tour de France and the campaign’s move to go global.<br />Ms. Otter-Nickerson said the number one thing they must focus on with globalization, is the mere fact that they must expand their message to reach the key countries. The Lance Armstrong Foundation conducted research to determine their target countries by assessing public perception of cancer, media audits and press coverage, and the medical environment. They determined their target countries would be Italy, South Africa, and Mexico. Their global message will emphasize the fact that cancer kills more than 8 million people every year worldwide which totals more than AIDS, malaria and tuberculosis combined. The LiveStrong campaign is leveraging Lance to carry this message as he makes his comeback to the cycling world.<br /><strong><br />LiveStrong Lessons</strong><br /><br /> The LiveStrong campaign gave us a charitable cause and paired it with an element of fashion, making it a very successful campaign. After the initial release of the wristband, many non-profit organizations followed in LAF’s footsteps, pushing for donations in return for a colorful wristband to let others know of one’s philanthropic efforts.<br /> However, the LiveStrong wristband posed an issue for some. People started purchasing the wristband for fashion purposes rather than for the original cause. In my opinion this was one of the few flaws to the campaign. It got too big for its own good. However, as time went on, the underlying message resounded its tune and people were brought back from the fashion element they gravitated toward.<br />Sales on eBay created a black market for the wristband, creating demand so high that prices increased and people were essentially giving their money to profiteers for the dollar-worth wristband. Once again, I think the craze grew too fast. Supply couldn’t keep up with demand; such high sales were not inticipated.<br />The yellow wristband filled a creneau for philanthropies and called it cause marketing. People who donated to foundations could now visibly announce their generosity. It also filled a creneau in the fashion world. The wristband is versatile enough to be worn with almost any outfit while sharing Lance’s and the Foundation’s message of living strong.<br />The Susan G. Komen for the Cure is a similar foundation rooted in their effort to raise money for breast cancer research. Instead of fashionable wristbands, Susan G. Komen for the Cure prides themselves in the pink ribbon that so many women and their supporters wear. Both foundations established themselves as the leading foundations for cancer through the use of special events and corporate relationships. <br />I think Lance’s return to cycling to spread the global message comes at a good time. LiveStrong has fallen off the media map in the past few months. I have always been taught that with growth comes globalization and vice versa. LiveStrong’s globalization efforts not only signal the campaign’s success up until this point, but also shows the impact that this message imparts on its audience. People across the globe want to see and hear this message. LAF’s message speaks truth and that truth is that cancer is the number one killer in the United States and kills 8 million people every year worldwide. This is an astounding truth, but the Lance Armstrong Foundation is giving people the resources they need to live happy and to live strong.Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com8tag:blogger.com,1999:blog-7846766723893890993.post-23170371202869040352008-11-11T20:14:00.000-08:002008-11-11T20:20:59.627-08:00Britney Spears: From Pop Star to Pop Wreck...and Back Again?<p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" >INTRODUCTION<o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" ><span style=""> </span></span></b><span style="line-height: 200%;font-family:";font-size:12;" >Britney Spears has had a very controversial and highly publicized personal, familial and professional battle for the past 2 years. After hitting absolute rock bottom in every facet of her life, in January 2008, the people behind Spears knew that something had to be done.<span style=""> </span>Before the year was up that “something” had been done and Spears seems to be back on track with herself, her family and her career as she is set to release a new album before the year is up.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" >RESEARCH/ TIMELINE OF EVENTS<o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; text-indent: 0.5in; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >Britney Spears is an American pop musician and performer who has also done work as an actress and author. She was born in December 1981 and raised in the small town of <st1:place st="on"><st1:city st="on">Kentwood</st1:city>, <st1:state st="on">La.</st1:state></st1:place> Spears showed an interest in performing at a young age. When she was only 8 years old she auditioned for <i style="">The New Mickey Mouse Club. </i>Although she was turned away because of her age, three years later she was hired and remained employed there until 1994. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; text-indent: 0.5in; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >Spears took time off to attend high school until Jive records signed her as a solo artist in 1997. She first came into the spotlight at the end of 1998 releasing her hit record, <i style="">Baby One More Time, </i>which sold over 25 million copies worldwide. Spears went on to put out three more records, <i style="">Oops!...I Did It Again, Britney </i>and<i style=""> In The Zone </i>as well as a greatest hits album, <i style="">Greatest Hits: My Perogative</i>. During this time, she also had many endorsements including Pepsi and a line of Elizabeth Arden perfumes. Spears was expected to make her comeback at the 2007 MTV video music awards, but her performance received extensive criticism. This was the only promotion Spears did for her sixth and most recent album, <i style="">Blackout</i>, which was released on Oct. 30, 2007. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; text-indent: 0.5in; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >Not only known for her music, Spears’ personal life is often in the spotlight as well. In January 2004, she married childhood friend Jason Alexander in <st1:place st="on"><st1:city st="on">Las Vegas</st1:city></st1:place>, only to have the marriage annulled after 55 hours. That same year in July, Spears announced her engagement to Kevin Federline, a backup dancer whom she had known for three months. The couple stayed married until Nov. 7, 2006 and in that time had two children, Sean Preston Federline and Jayden James Federline.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; text-indent: 0.5in; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >In 2007, Spears’ personal life seemed to be spiraling out of control. Her family and management team forced her into rehab in February, but she checked herself out two days later. The following night, Spears infamously shaved her head and then re-entered rehab. She remained in rehab until March 2007. However, her series of controversial behavior have continued since then. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; text-indent: 0.5in; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >She cut off ties from her family and has had a constant flow of management teams, lawyers and personal assistants in and out of her life. She has attacked paparazzi on several occasions and has been involved in a number of traffic violations including a hit and run and driving without a license. She is also consistently photographed partying and staying out late. Due to this erratic behavior, Spears began to be seen as an unfit parent and a legal battle over the custody of her children arose. </span><span style="line-height: 200%;font-family:";font-size:12;" >In September 2007, the outcome of Spears’ custody battle was announced.<span style=""> </span>She has been ordered to undergo random drug and alcohol testing and to attend parental counseling. Spears and Federline initially had joint custody of their two children, but on Oct. 1, 2007 Federline got full custody of the children. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; text-indent: 0.5in; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >In early 2008 it proved that things must really get worse before they can get better. On Jan. 3 Spears locked herself and one of her sons in the bathroom of her <st1:place st="on"><st1:placename st="on">Studio</st1:placename> <st1:placetype st="on">City</st1:placetype></st1:place> home and refused to come out. After a while she finally opened the door and she was taken out of her home on a stretcher. Following this incident Federline was given full custody of their children and Spears was not granted any visitation. On Jan. 28 Spears parents arrive ready to take control and 3 days later, Jan. 31,<span style=""> </span>she was checked into a UCLA psychiatric center for what was supposed to be a 72 hour stay. Instead Spears did not leave until Feb. 6. During her stay Spears father, Jaime, was placed as the conservator of her finances until the end of 2008. For 2 months Spears was kept relatively out of the spotlight. In early May, Spears’ visitation rights with her sons, which had been granted after her father took over her finances, were greatly expanded. In July, those rights were set in place to include 3 visits each week including overnight stays. In the following months news about Spears’ personal life took the back seat to the news regarding her teenage sister’s pregnancy. However, in April it was confirmed that Spears had reconnected with longtime manager Larry Rudolph, whom she had fired in 2007. With much progress being made, Spears was set to appear at the 2008 MTV Video Music Awards. With a disastrous “come-back” at the 2007 VMAs all eyes were on Spears.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; text-indent: 0.5in; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >Sept. 7, 2008: Spears opens the VMAs to a standing ovation. Spears looked very put together and spoke with eloquence. She went onto win 3 awards that night thanking her fans every time and not once mentioning her past. Later in September, Spears announced that her new album, <i style="">Circus,</i> will be out on Dec.2, her 27 birthday. She also released her new single, <u>Womanizer</u>, to great reviews. On Oct.10, 2008, Spears released the video for <u>Womanizer</u> on ABCs 20/20. Also released, was Spears intention to debut, on MTV, a documentary on Nov. 30 entitled, </span>"<span style="line-height: 200%;font-family:";font-size:12;" >Britney: For The Record." </span><span style="line-height: 200%;font-family:";font-size:12;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: 0.5in; line-height: normal;"><span style=";font-family:";font-size:12;" ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: 0.5in; line-height: normal;"><span style=";font-family:";font-size:12;" ><o:p> </o:p></span></p> <p class="MsoNormal"><o:p> </o:p></p> <p class="MsoNormal"><o:p> </o:p></p><br /><p class="MsoNormal"><b style=""><span style="line-height: 115%;font-family:";font-size:12;" ><o:p></o:p></span></b></p> <p class="MsoNormal"><b style=""><span style="line-height: 115%;font-family:";font-size:12;" ><o:p> </o:p></span></b></p> <p class="MsoNormal"><b style=""><span style="line-height: 115%;font-family:";font-size:12;" >PLANNING? EXECUTION?<o:p></o:p></span></b></p> <p class="MsoNormal" style="line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" ><span style=""> </span></span></b><span style="line-height: 200%;font-family:";font-size:12;" >Britney Spears could have, at one point, been considered a corporation. However, from early 2007 until now she has not had the teams or plans to be considered a corporation. Before Spears fired her management and was left by her PR person, it was known that Spears had to be put back on the right track in the public eye.<span style=""> </span>The plans for her “comeback” would have been relatively simple and had been done before which can be seen in the cases of Robert Downey Jr. and Whitney Houston.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-left: 1in; text-align: justify; line-height: 150%;"><span style="line-height: 150%;font-family:";font-size:12;" >Robert Downey Jr.: <st1:city st="on"><st1:place st="on">Downey</st1:place></st1:city> started his acting career at the early age of 5, appearing in his father’s films throughout the 70s. His career took off in the 80s and early 90s as he appeared in many Brat Pack films and won an Academy award for <i style="">Chaplin</i> in 1992. However it was during this time that <st1:city st="on"><st1:place st="on">Downey</st1:place></st1:city> developed a severe drug habit, one that would come into the spot light in 1996. After his first arrest there was a constant string of other arrests and infractions, due to his drug addiction, that would lead to a year in prison and nearly no acting jobs for 3 years. In 2000 <st1:city st="on"><st1:place st="on">Downey</st1:place></st1:city> was hired to join the cast of <i style="">Ally McBeal,</i> and was highly acclaimed in his acting, but that would not last long. In 2001, <st1:city st="on"><st1:place st="on">Downey</st1:place></st1:city> was arrested again and forced to leave the show. It would be 3 years before <st1:city st="on"><st1:place st="on">Downey</st1:place></st1:city> would get a significant movie. In the mid 2000s <st1:city st="on">Downey</st1:city> appeared clean and made a major comeback appearing in several films, to be topped off with <st1:place st="on"><st1:city st="on"><i style="">Iron</i></st1:city><i style=""> <st1:state st="on">Man.</st1:state></i></st1:place><i style=""><o:p></o:p></i></span></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-align: justify; line-height: 150%;"><span style="line-height: 150%;font-family:";font-size:12;" >Whitney Houston: At the peak of her popularity in 1992 <st1:city st="on"><st1:place st="on">Houston</st1:place></st1:city> had a Hit record and movie out. It was in this same year that she married Bobby Brown. Brown had been in various legal troubles and already had three children by different women. Despite the skeptics, <st1:place st="on"><st1:city st="on">Houston</st1:city></st1:place> had a child in 1993. In 2000 Houston and Brown were caught with drugs in their luggage at an airport. From that point on drug allegations continued for Houston, her album sales dropped and her erratic behavior was more noticeable Throughout the marriage Brown had many run-ins with the law, as well as charges for drug possession. In 2004 <st1:place st="on"><st1:city st="on">Houston</st1:city></st1:place> went in to rehabilitation for unknown substances or problem and then went back in 2005, and completed the program. After divorcing Brown in 2006, <st1:city st="on"><st1:place st="on">Houston</st1:place></st1:city> has withdrawn from many public appearances and has recorded a new album to be released in the coming months.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" >The interesting thing about Spears’ case is that most of her courses of action were not influenced by a PR professional. The initial push for Spears to go into rehab to get her life in order was from on-again-off-again manager Larry Rudolf, a move for which he was fired. It was once her family got involved that Spears life took a turn for the better. She was forced into rehab and forced to give up control of her finances. Her father now had control over how she spent her money, which therefore meant he had control over what she did and where she went. After many months of this control, Spears seemed to be going in the right direction. It was during this time that Spears began her new album and started getting healthier. As with <st1:city st="on"><st1:place st="on">Houston</st1:place></st1:city>, Spears dropped out of the spotlight drastically. She was no longer seen partying till all hours of the morning and was rarely seen not well dressed. It took over a year and for many drastic things to happen for her life to finally be under control.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" >A PR PROSPECTIVE<o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" ><span style=""> </span></span></b><span style="line-height: 200%;font-family:";font-size:12;" >After an attempt to connect Spears old PR manager went unanswered, I contacted Lou Iacovelli</span><span style="line-height: 200%;font-family:";font-size:26;" > </span><span style="line-height: 200%;font-family:";font-size:12;" >from Altelier Creative Services, a PR firm, to find out what he would have done in regards to the Britney Spears case.<span style=""> </span>I met Iacovelli</span><span style="line-height: 200%;font-family:";font-size:26;" > </span><span style="line-height: 200%;font-family:";font-size:12;" >during my summer internship at Gottex Models this summer. He is a style consultant who also handles what models wear the Gottex bathing suits.<span style=""> </span>I asked him initially if there was anything he would have done differently and he said “Everything…except what ever is being done right now.”<span style=""> </span>Further explanation revealed that as a PR professional he would have never left his client when she was so deep in trouble, however given the specific circumstances he thinks it was justified: “I understand why her people would have left her, but I hope that they did everything in their power before they took that step.” From a PR professional’s perspective, this is one of the worst clients you could have: one that has made no attempt to neither follow the guidelines provided for them nor show concern about their image.<span style=""> </span>Iacovelli also said that it is hard to gain the trust that is needed for a client to place, essentially, their life in your hands. It is unclear if Spears retained Pr help in light of her “new” management or not.<span style=""> </span>“In the past couple months, I think, that things with her were handled as best they could be…if it were my client I would probably have had her get better extensions.” A jab at Spears hair was his way of saying that she could still use people in her life that monitor what she wears and how she looks. Although it may be demeaning to dress a 26 year old mother of 2, it is “vital that her appearances be flawless” because it is these appearances that she is judged upon.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" >MEDIA<o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" ><span style=""> </span>The media has been nothing but brutal honest and sever in their coverage of Spears and her turmoil. But it can be said that without the media the people who eventually made all of the right decisions would have never know how bad the situation had become. She has had many opportunities to explain her actions to many different reporters and/or talk show hosts: Rosie O’Donnell, Ellen, Diane Sawyer and Matt Lauer. However, not all of these interviews did great things for her image, especially not the catastrophe of an interview with Matt Lauer in 2006. Having no professional hair, make-up or wardrobe, Spears smacked her gum through an interview that discredited anything she had to say because of how she looked.<span style=""> </span>The media has had nothing positive, aside from her reading a prompter at the 2008 VMAs, to show or disprove what gossip writers/photographers give them.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" ><span style=""> </span>Spears official website has been “Under Construction” since, at least, November 2007. This is the perfect outlet for her PR people to get the facts from so they can have accurate reports. Her Myspace page is strictly a place for fans to hear her latest tunes, write comments of support or scrutiny, look at pictures and to read blogs about upcoming, already publicized events.<span style=""> </span>It may seem trivial, but these media outlets are the main way for Spears to reach her fans and set the record straight. When searched in Google, the second site listed is her official website and yet there is nothing there for a fan to see. A well designed website could do a lot for her image in that it is a perfect place to highlight all of the good things she has going on in her life and to promote her new album.<span style=""> </span>It will be interesting to see how she handles her first sit-down interview in close to 3 years. In the clips that have been leaked it looks as though Spears is in a much better state than she was in 2006 with Matt Lauer. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><span style="line-height: 200%;font-family:";font-size:12;" ><span style=""> </span>On a positive note, it does not seem that Spears’ mother’s tell-all book has affected Spears or her fans’ opinion of her. Even thought the book divulges very personal information regarding Spears’ sexuality, relationships and family relations. The book was the first test to her “comeback,” if she could weather this everything else would come easier. For instance, the night before the video for <u>Womanizer</u> aired the song was the top-selling song on i-Tunes. This could be a great sign of things to come especially regarding the relationship between Spear and the media.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" >EVALUATION<o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: 200%;"><b style=""><span style="line-height: 200%;font-family:";font-size:12;" ><span style=""> </span></span></b><span style="line-height: 200%;font-family:";font-size:12;" >A lot can be learned from this case, especially for someone like me who wants to go into the entertainment aspect of PR. I think that this is one of the toughest cases that and PR person could come across. Spears was relentless in living her own life and doing her own thing. She fired her PR people, her PR people left her and she went sans PR people.<span style=""> </span>However, the past 6 to 7 months have been, in my opinion, have been picture-perfect from a PR standpoint. It is still unclear whether or not she has had professional help with her publicity or not, however what is being done is right out of a public relations text book. The public sees that her life is being controlled: her father taking over as conservator; they see that she is concentrating on getting her children back: she has been granted more visits with her toddler sons; they see that she is taking her career seriously: photos of her rehearsing her dances, a new video and a new album pending.<span style=""> </span>These things, coupled with a decreased presence in the media of her daily occurrences, are helping Spears get her career and life back to normal. Whether it was her family, her management or her PR manager, the correct steps are being taken in restoring this once pop wreck back to her pop star status. <o:p></o:p></span></p>Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com4tag:blogger.com,1999:blog-7846766723893890993.post-4216396565790411502008-11-10T06:10:00.001-08:002008-11-10T06:10:28.617-08:00Beijing Olympics by Tim Ballas and Emily KanoffIntroduction<br />For centuries, the Olympic Games have provided billions of people with amazing sports entertainment. From Gods and mortals, Hercules and Michael Phelps, the Olympics open the world to more super-human strength, agility and pure talent than they have ever seen. Every stroke in the water, stride on the track, and score of the goal helps to unite the world in a moment of pure joy and excitement. Every four years countries from around the globe send their best athletes to compete in games that they will remember for the rest of their lives. Records are broken, proud countries rejoice, dreams come true. In the summer of 2008, it happened in Beijing. <br />This case study examines the most recent Olympic Games in Beijing and the controversies that went along with them. Along with providing background and history of the Ancient and Modern versions of the games, the study reveals how and why Beijing was chosen as host city and the years of preparation that it took to hold such an event. During the games, Beijing became the latest casualty in the long list of host cities that have encountered scandals. These scandals will be examined along with comparisons to previous games in which boycotts, protests, and terrorism threatened to overshadow the good intentions of the world event. Finally, the study observes how China responded to the criticism and how the world has reacted since many controversies have been uncovered. <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />History of Olympics Games <br />The Olympic Games are an international sport event that celebrates the talent and dedication of thousands of participants while bringing the world together for a common event every two years for both Summer and Winter games. The games date back to Ancient Greece where Olympians were honored with statues and poems, and despite a several century break, they continue to be the world’s most exciting event. The games can be broken down into two sections: The Ancient Olympic Games and the Modern Olympic Movement.<br />The Ancient Olympic Games were held in Olympia, Greece. No one knows for sure, but according to popular legend, the god Zeus held sporting events in honor of his succession to the throne of heaven. One of his sons, Hercules, defeated his brothers in a running race and was crowned with a wreath of wild olive branches. Hercules is also given credit for naming the winner of each event an ‘Olympian’ as well as deciding to hold the games every four years. From then on, the Olympic Games became a part of the Greece’s culture and held extreme importance both socially and religiously, with its popularity climaxing in the 5th and 6th centuries B.C. Olympians were treated as celebrities and heroes with statues and figures created in their honor. Over time, Roman power in Greece overshadowed the popularity of the Games. In 393 AD Emperor Theodosius I proclaimed Christianity the religion of the Empire and due to the games pagan roots, the Olympic Games were banned. <br />Nearly 1500 years later, the Olympic Games were brought back to the modern world. Although similar games were held before on a smaller and more local scale, it was Baron Pierre de Coubertin who started the preparation for a multi-national Olympic Event. While researching the reasons for the French defeat in the Franco-Prussian War, he theorized that the French soldiers were not given proper physical education. In order to bring attention to the need for physical activity, he proposed to bring back the Games that were so important centuries before. <br />The first Games of the Modern Olympic Movement were held in 1896, in Athens, Greece. The International Olympic Committee, or IOC, was responsible for putting together the massive event. This Olympic governing body still continues to organize that event today. The Games were held from April 6 to April 15, 1896 and hosted nearly 250 athletes who participated in nine different sports. These included athletics, cycling, fencing, gymnastics, shooting, swimming, tennis, weightlifting, and wrestling. The Games were considered a huge success with an outpouring of support from fans who overcrowded the Panathinaiko Stadium day after day to become that largest crowd to ever watch a sporting event at the time.<br />With each new Olympic Games, more sports were added and new countries participated. It was for this reason that in 1921 the IOC decided to split winter and summer sports into two completely separate entities. Although they would be held the same year, the Summer and Winter Games created equality between the sports and helped spectators focus on one aspect of the Games at a time. The first Winter Olympics were held in 1924 in Chamonix, France. It was in 1994 that the IOC mandated that the Winter and Summer Olympics be played every four years on alternating cycles.<br />Over the last century the Olympic Games have continued to draw unrivaled interest and dedication from fans and athletes all over the world. The 2008 Summer Games in Beijing drew the largest television ratings in United States history and with 302 events in 28 sports, The Olympic Games only continue to grow.<br />Previous Olympic Scandals<br />The world is not a perfect place, and the Olympic Games are no stranger to boycotts, protests and scandals. The 1956 Melbourne Olympics were the first Olympics to be boycotted. Countries including The Netherlands, Spain, and Switzerland refused to participate because of the cruelty of the Hungarian Uprising by the Soviet Union. Additionally, because of the Suez Crisis, Cambodia, Egypt, Iraq and Lebanon boycotted the games. In the heat of the Cold War, opposing countries boycotted each other’s games. Because of Soviet presence in Afghanistan, The Moscow Olympics in 1980 saw 65 nations pull out of its games. In 1984, the Soviet Union and 14 of its communist supporters boycotted the Los Angeles games, citing safety concerns for its athletes. <br />The 1936 Summer Olympics in Berlin were used by the German Nazi Party to promote their political policies and demonstrate their anti-Semitism and racism. The country allowed only Aryan athletes to participate in the games, which is just a taste of what the world would encounter in the years following. In a case similar to the Beijing games, the city of Berlin attempted to fool the rest of the world by removing anti-Jew signs from stores in an attempt to mask their prejudice and “clean up” the city. <br />A political incident on a smaller scale but with resounding influence occurred at the 1968 Summer Olympics in Mexico City. Tommie Smith and John Carlos, both black athletes from the United States, were the first and third place finishers in the 200-metter track and field race. During the National Anthem, both men performed the Black Power salute on the victory stand. Peter Norman, the second place finisher from Australia, famously supported his opponents by wearing an Olympic Project for Human Rights badge on the stand. In response, the United States Olympic Committee was forced to send its two athletes home by the IOC committee.<br />Sadly the Olympic Games are not immune to Terrorism. The 1972 Summer Games in Munich is the site of the worst tragedy in Olympic history. Eleven members of the Israeli Olympic team were taken hostage by the terrorist group Black September in what is now known as the Munich massacre. Nine of the deaths were a result of a liberation attempt by police. The five terrorists were also killed, along with a German police officer. Terrorism was also seen at the Summer Olympics in Atlanta. A bomb was detonated at the Centennial Olympic Park, which killed two and injured 111 others. The bomb was set by Eric Robert Rudolph, an American domestic terrorist.<br />Process of hosting Olympics <br />ABC News article - http://abcnews.go.com/International/story?id=80796&page=1<br />Hosting the Olympics is a huge honor, one that takes years to secure. A new two-phase host city election procedure was adopted in December 1999 by the 110th IOC session for the selection of the 2008 host city. The initial selection phase was based on technical requirements and was completed by a team of experts. The cities in the running after the first phase for the 2008 games were: Bangkok, Beijing, Cairo, Havana, Istanbul, Kuala Lumpur, Osaka, Paris, Seville, and Toronto. Once approved by the Executive Board of the IOC, the cities became official Candidate Cities and were authorized to go forward into the full bid process. On August 28, 2000, the IOC Executive Board announced the five Candidate Cities for 2008: Osaka, Paris, Toronto, Beijing, and Istanbul. After being announced, each of the five cities were visited by the IOC Evaluation Commission. The Evaluation Commission inspected the sites of the games and submitted their reports two months before the host city was announced. <br />Beijing Planning Process<br />http://www.china.org.cn/english/2004/Jul/102281.htm<br />Beijing was elected as the host city for the XXIX Olympic Games on July 13, 2001. They defeated four other cities in the final round of competition including Toronto, Paris, Osaka and Istanbul. With hosting duties came seven years of preparation, including a huge amount of renovations that needed to take place in the city. Partnerships and sponsorships were secured early on to help with the planning and execution of the Games. By 2004 the Olympic Committee in Beijing had secured partnerships with seven five-star hotels to provide accommodations during the games, signed the Bank of China as the official banking partner of the games, and created the Beijing Olympic Broadcasting Co. to ensure successful broadcasting of the games to fans around the world. Volkswagen Group signed on as the official automobile partner, GE and Autos Origin became Worldwide Official Partners, and numerous sponsorships were secured with companies around the world. <br />To market the games, the city introduced the world to the 2008 Summer Olympics emblem, known as Dancing Beijing. The emblem combines a traditional Chinese red seal and a representation of the calligraphic character Jing with athletic features. The slogan was "One World, One Dream" and the mascots were the five Fuwa, each representing both a color of the Olympic rings and a symbol of Chinese culture. <br />Dozens of arenas were erected and the transportation systems were completely revamped. Thirty-one Olympic structures were built in all, including the Beijing National Stadium, Beijing National Indoor Stadium, Beijing National Aquatics Center, Olympic Green Convention Center, Olympic Green, and Beijing Wukesong Culture & Sports Center. The Beijing National Stadium, nicknamed The Birds nest, is perhaps the most famous structure of all, having been the site of the opening and closing ceremonies. <br />In preparing for the massive amounts of people who would be attending the Games, the city of Beijing added the new Terminal 3 to its airport which helped it become the world’s largest. The Beijing-Tianjin Intercity Rail was built to shuttle people back and forth between cities on the world’s fastest scheduled train service. Inside the city, Beijing doubled its subway system in capacity and size by adding seven more lines and 80 additional stations. Thousands of buses, minibuses and official cars were brought in to transport people between venues. Overall, the Beijing Olympics Games became the most expensive in history, with the city spending over 42 billion dollars. <br />2008 Beijing Olympics<br />Security<br />http://www.timesonline.co.uk/tol/comment/columnists/rosemary_righter/article4460645.ece<br />For the 2008 Summer Olympics in Beijing, security was going to be a main issue with all of the issues surrounding the country. As a result, there was a big security increase for the Olympics, as each personnel were trained to counter multiple scenarios of terror attacks. To provide the top of the line security for the games, Anti-aircraft missiles were installed in all Olympic stations in Beijing as well as having 110,000 mobile police, 1.4 million security volunteers, and 300,000 surveillance volunteers. Of course, security does not come cheap, either. The security bill for Beijing was an estimated three billion dollars. For cities outside of Beijing that were hosting Olympic events, there was an estimated 34,000 troops, 74 military aircraft, 48 helicopters, and 33 naval vessels that were all placed on high alert. <br />Tourism<br />http://www.businessweek.com/globalbiz/content/aug2008/gb20080819_224722.htm?chan=top+news_top+news+index_global+business<br />Prior to the Olympics, officials anticipated over two million tourists, with one third of them being from overseas. However, due to the Tibetan unrest, the torch relay protests, and an earthquake, the actual volume of visitors fell 9.2 percent than expected. <br />Many hotel owners invested in a big way for the 2008 Beijing Olympics. Many anticipated their hotels to be sold out with room prices jumping through the roof. However, due to an increase in security for visa rules and requirements, it was hard for people to visit Beijing. <br />According to the Beijing Olympic Organizing Committee, the 6.8 million tickets to the Games were sold out. However, if you watched the Olympics on TV, there were many empty seats available for many of the events. Because of this, many journalists took shots at the committee about the suspicious claims that all tickets were sold out. It eventually came out to the public that most of the tickets were corporate sponsors that refused to make it to the games due to scheduling difficulties, conflict of interest, and many other reasons. On top of that, besides the 2.7 million tickets that were given to the corporate sponsors, many people didn’t realize that there was no re-entry policy for the events. If you left to go back to your hotel or get something to eat, you would not be allowed to get back into the respected stadium or arena you were in. Another thing that angered many athletes of different countries was that the majority of the tickets that were sold were given to the Chinese, which caused a ton of controversy to those who wanted more representatives of their respected country.<br />Even though all of the tickets were allegedly sold out, more than six million dollars in tickets were sold by a fake online ticket broker. <br />Mass displacement<br />http://www.timesonline.co.uk/tol/news/world/article526586.ece<br />Due to the construction of the venues for the 2008 Olympics, over 300,000 Beijing residence were displaced and evicted in preparation for the games and whoever decided to protest the forced evictions would arrested. However, China’s Foreign Ministry and the Beijing Olympic organizing committee said that only 15,000 residents from 6,037 households were displaced. In the end, it left thousands and thousands of people homeless due to get ready for the Olympic Games. The most peculiar thing about this is the fact that they evicted the poor class of Beijing residents and nobody else. Many people believe that China did this to make them look good for the Olympic Games and not look horrible as a city for housing so many slums. <br />Correct English and etiquette<br />http://news.bbc.co.uk/1/hi/world/asia-pacific/6052800.stm<br />http://www.nbcolympics.com/wgal/news/newsid=154888.html<br />For the Olympics, The Beijing government issued new requirements for its police officers by demanding them to act more professionally for the Olympics. They told the officers to stay clear from using profanity, being arrogant, and hanging up on people who call to report crimes. <br />Also, the government issued a drive to improve the English translations on advertisements in China. Due to the poor translation for those who speak English, China wanted to be more welcoming to its incoming tourists by improving the translations of their signs in the city.<br />Boycotts<br />http://news.bbc.co.uk/2/hi/asia-pacific/7242016.stm<br />Boycotting has been a popular issue for many countries over the years of the Olympics. This year was no exception. Those who decided to boycott the games include many prominent people outside of the athletes. Steven Spielberg, who was the artistic advisor for the 2008 Beijing Olympic Games, stepped down from his role because he protested the Chinese and their refusal to pressure Sudan to stop the criminal activity in Darfur. He went on by saying that there is human suffering in the region and that China needs to stop these crimes against humanity. Due to the activity in Darfur as well as the forced relocation of 300,000 Chinese people to make room for the games, 106 lawmakers in the United States started a letter calling for the United States to boycott the Olympic Games.<br />Other popular political figures across the world boycotted the Games as well. The Japanese government announced that its royal family would not be there because of the violence in Tibet. France President Nicolas Sarkozy was also in favor of boycotting as well. <br />Terrorist incident<br />http://news.bbc.co.uk/2/hi/asia-pacific/7340181.stm<br />On April 10, 2008, China announced that it foiled a plot against the Olympic Games. According to the Chinese security ministry, separatists planned suicide bomb attacks on Chinese cities to disrupt the Olympics. On April 25, Interpol released a warning saying that there was a real possibility that the Beijing Olympics would be targeted by terrorists.<br />When the Olympic Torch is being carried around the world getting ready for the Olympics, security always has to deal with protesters attempting to stop the relay or taking the torch. It has been a problem for many Olympics and is one that requires a ton of security, for the Olympic Torch symbolizes what the Olympic Games is all about. For the Beijing Olympics, protestors from Tibet tried to take the Olympic Torch towards the end of the relay before it reached Beijing. <br />"Racist" advertisement in Spain<br />http://www.msnbc.msn.com/id/26173075/<br />Prior to the start of the Games, the Spain Men's and Women's Basketball teams were featured in ads that appeared in the Spanish newspapers. The team was getting a group picture taken on a basketball court when the entire team decided to use their hands and pull back the skin on their eyes, making them look like they are Chinese. Many Chinese papers as well as others across the world and even the IOC called it completely racist and inappropriate. However, the players on the team said that it was by no means trying to come off as racist.<br />Environmental and health issues<br />http://www.youtube.com/watch?v=eqZqBvtZpP0<br />http://www.youtube.com/watch?v=fxqQBIoyjr4<br />http://articles.latimes.com/2008/mar/12/world/fg-olyair12<br />http://multimedia.olympic.org/pdf/en_report_299.pdf<br />Environmental and health issues have been a plaguing issue concerning Beijing and China itself. The haze and smog that has surrounded the city has polluted the air of China. During its bid for the Olympic Games, China wanted to clean up its air to give the athletes clean air for their participation. Included are more issues involving the environment that affected the Olympic Games in Beijing.<br />The United States Olympic Committee, due to their concern with the safety of food products that are produced in China, brought their own food to the Olympic Games through imports. The athletes were concerned that the meat that was raised in China could contain steroids to cause the athletes to test positive for their drug tests. The leader of the food services for the Beijing Olympics was very disappointed with the action of the Americans. <br />Like mentioned before, the quality of the air in Beijing and other areas of China was a chief concern for the athletes. Even though Beijing committed to lowering their air pollution, the pollution drifted over to neighboring provinces, causing the toxic air to flow into neighboring areas and affecting many millions of people. In order to get rid of the pollution in Beijing, they removed over 60,000 taxis and buses from the roads by the end of 2007 and relocated 200 local factories before the Olympics started. This caused many Beijing residents to relocate to different areas to live with no jobs due to the relocation. In order to be safe with the air pollution in Beijing, many countries and their athletes would arrive at the games as late as possible to limit them from the exposure of the polluted air in the area. They would also set up offshore training camps in Japan and South Korea to avoid the pollution. Also, other athletes, including major ones from different countries, decided not to compete in the games due to the pollution. <br />In July of 2008, Beijing officials introduced stricter pollution controls, including the suspension of more factories and power plants, lowering the number of cars, and intensifying driving restrictions, which included only driving on alternate days, and depending on whether the last number on their license plate was odd or even. As a result of these restrictions, traffic was reduced by two million vehicles. <br />Opening ceremony<br />http://www.youtube.com/watch?v=e4TMpZCKxXE<br />http://www.cnn.com/2008/TECH/08/12/fake.fireworks.ap/<br />http://www.telegraph.co.uk/sport/othersports/olympics/2545387/Beijing-Olympics-Faking-scandal-over-girl-who-sang-in-opening-ceremony.html<br />It also turned out that there was a major controversy during the Opening ceremony. China faked part of the ceremony when nine-year-old Lin Miaoke was singing “Ode to the Motherland”. However, it turns out that she was just a visual effect, as the real person behind the singing, Yang Peiyi was originally supposed to sing the song live. However, according to the ceremony’s chief musical director Chen Qigang, the more photogenic Lin took her place on stage because a senior Politburo member objected to Yang’s crooked teeth. He then went on by saying that Peyi is a magnificent singer who doesn’t deserve to be hidden. <br />Also during the opening ceremony, one segment of the fireworks show displayed fake fireworks. During the one part when 29 footprints wandered into the Bird’s Nest (China’s Olympic Stadium), it turned out that they were simulated by computer animation due to the hazy conditions in Beijing. The reaction from the media was extremely negative. <br />Participants' issues<br />http://www.nytimes.com/2008/08/24/sports/olympics/24kick.html?_r=1&oref=slogin<br />A number of sportsmen were criticized for their behavior at the games:<br />• The Chinese Men's Soccer team was severely criticized by the media for poor sportsmanship<br />• Iranian Swimmer Mohammad Alirezaei pulled out of a swimming meet during the Olympics under the orders from officials of the Iranian delegation for political reasons. <br />• A Swedish wrestler rejected his bronze medal in 84kg Greco-Roman wrestling in protest over the judging of a semifinal match.<br />• Cuban taekwondo athlete Angel Valodia Matos kicked a referee in the face after being disqualified. His coach further accused the referee of taking bribes from Kazakhstan. Matos' records at the Beijing Games were erased, and he and his coach were banned from all future taekwondo events. <br />• Chinese taekwondo judges were accused of throwing games to benefit the Chinese taekwondo team.<br />State training and expectations of Chinese athletes<br />http://www.iht.com/articles/2008/08/05/sports/gymnast.php<br />http://www.sportingo.com/olympic-games/a10002_did-weight-chinese-expectation-prove-too-much-liu-xiang<br />http://www.mercurynews.com/sports/ci_10136505?nclick_check=1<br />Since China was the host country, it put a ton of pressure on the Chinese athletes competing in the games. For example, Liu Xiang, the defending Olympic champion in the 110 meter hurdles, pulled out of competition in the 2008 Olympics. After winning China’s first gold medal in track and field, he is considered one of the biggest athletes in China. After bowing out of the games, he disappointed his millions of fans and faced harsh criticism for just quitting. It is possible that due to the immense pressure, he was afraid to lose, and that the pressure just worn him out. In his mind, his fans expected him to win the gold medal and nothing less. As a result, he might have felt afraid that if he received anything less than a gold medal, he will be remembered as a failure. <br />Also, there has been much criticism for the training regime of the Chinese. Considered to be just as harsh as the former Soviet Union, the Chinese government received tremendous amounts of negative attention throughout the world for their training style. If you were Chinese and wanted to be in the Olympics, these young athletes have to sacrifice living with their families at such a young age in order to endure and sustain the tough training that the Chinese instill in these kids. These kids train in certain “sports schools” or what they like to call state academies, where thousands of children give up getting an education to just focus on the sport of their skill. In the end, if a career in sports doesn’t turn out for these kids, they are now forced out into the real world with no education and the fact that they haven’t seen their actual family in many years. However, if a career turns out to be very successful, the Chinese will pay them performance bonuses that equal to ten times more money that a normal family makes per year. <br />Doping<br />http://news.bbc.co.uk/2/hi/science/nature/7516484.stm<br />“Zero Tolerance for Doping” was the official slogan for the 2008 Beijing Olympic Games. Out of the 4,500 athletes at the games, six of them were caught with doping. Although it was a significant decrease since the 2004 Olympic Games in Athens, doping experts express concern however due to the advanced technology to stop doping in today’s society of sports.<br />Human rights <br />http://news.bbc.co.uk/2/hi/asia-pacific/7567703.stm<br />On July 23, It was announced that the Public Security Bureau would issue permits for protesting in protest zones during the Olympics. The three designated locations were Purple Bamboo Park, Temple Of The Sun, and World Park. However, people who requested a permit for protest did not get them for many different reasons, including disturbing the social order of Beijing. 77 people applied to get a permit. Out of those 77, 74 were withdrawn, two suspended and one vetoed. The protesters were eventually wrongfully discouraged to apply for the Chinese government wouldn’t even allow you to do so. <br />Web and media censorship<br />http://www.ft.com/cms/s/0/548f4410-5e3a-11dd-b354-000077b07658.html?nclick_check=1<br />China promised in its Olympic bid that it would allow open media access during the games, but it didn’t turn out that way. 20,000 journalists were given sub-par internet access to do their work. On top of that, many reporting sites were blocked from their access because China didn’t want anything controversial being said or reported in which it would give China a bad name. In late July, the Beijing Organizing Committee announced that they would allow only “convenient” access, which still blocked sites that included controversial content about the Olympic Games in Beijing. Beijing authorities also didn’t want live broadcasts of locations such as Tiananmen Square because they didn’t want to show all the protests going on in China. <br />Arrests <br />According to Business Week, at least 50 Beijing human-rights activists were either arrested, put under house arrest, or banished from the city during the Olympics. Reasons why these activists were arrested include criticizing China’s hosting of the Olympics by comparing it to Nazi Germany.<br />Reaction/Evaluation<br />The reaction from the IOC and international media outlets has been positive. Even through all the controversy, the IOC did a great job covering it up with riveting stories such as Michael Phelps’s quest for 8 gold medals. On a public relations standpoint, they always seemed to put a positive spin on what was going on during the Olympics and making sure that nothing controversial will get in the way of the Olympic Games.<br />On a short-term basis, you can say that the 2008 Olympic Games in Beijing have been a success. There were no protests on a medal podium, no terrorist attacks, and the best weather and air quality in over ten years. With recent tragic activity in previous Olympic Games such as the bombing at Atlanta during the 1996 games, this is considered to be a huge victory for the IOC and the City of Beijing. Even with all of the tension going on with Tibet, the altercations during the Olympic Torch relay, and allegations of boycotting the games, China came away as big winners with this years Olympics.<br />However, many people who live in China have been affected negatively during the Games. Thousands of people are now homeless. Thousands of people now are unemployed. As a result, millions of people now have a skewed view of what China is really like. Elyse Adams, a senior at Penn State, traveled to China this past summer to do research and service work with a professor. She traveled to Beijing, Shanghai, and many other areas of China and came back shocked with how many people’s lives have changed for the worse because of the Olympics. According to Adams, “You have people whose homes are being burned down just for a spectacle for two weeks. It’s unreal how China cares more about what their reputation is going to be like from an international standpoint that they would do anything to make them look good and cover up anything that makes them look worse. It is unfair to the poor families in Beijing who now have to find a new job and a new home.”<br />It is unclear what the reaction is going to be like in the long-run, but so far it looks good for the city of Beijing. Many people within the country garnered a good amount of national pride as the lasting effect of the Olympic Games will view Beijing as a city on the rise.<br />Conclusion<br />While the country of China and the city of Beijing found international respect this year by hosting the 2008 Summer Olympics, they also lost a good amount of integrity with the people of their nation. While the country was too busy trying to present a good image for the rest of the world, their own citizens were struggling, and the Chinese didn’t help matters. Instead, they covered up run down buildings, burned the slums in the outskirts of the city, and reduced the air pollution and population by getting rid of factories and enforcing stricter driving laws during the Olympics. While the world was watching Michael Phelps becoming the new Olympic hero, more than 300,000 people had to change their lives by finding a place to live and getting a new job. <br />In the end, there have been much worse scandals and controversies in past Olympic Games that have been far worse than anything that has happened in this year’s games, but in conclusion, there will always be controversy surrounding the Olympics. Whether it’s political issues, racism, the environment, human rights, or other issues, something will cause a stir before each Olympic Games. Overall, while China had their share of problems before, during, and after the Olympics, in our opinion they did a decent job covering up the problems China was facing and gave society something to cheer about for two weeks that only comes around every four years.Giulia Carandohttp://www.blogger.com/profile/08958379838925698773noreply@blogger.com14