What is the role of celebrity endorsement in media communication Essay

What is the role of celebrity endorsement in media communication - Essay Example e recent past as a result of being endorsed by many different companies and corporations to advertise their products and introduce different brands to the market place. The essay will examine the role of these celebrity endorsements to the media communication and how all these can be of benefit to the companies and the general public. Endorsement is the act of picking up an individual to promote a particular brand using different media channels. This is majorly used as a marketing technique but what matters most is the media channel used to carry out the endorsement communication. If the wrong form of media is chosen such as radio and which many people do not listen to, whatever is being endorsed is bound to fail to attract the targeted people (Okorie, Oyedepo & Akhidenor, 2012). Celebrities are being endorsed to carry out the advertisements. Their use is much more effective than regular people as they have large followers worldwide. These celebrities include athletes, movie stars; reality shows stars, famous business personalities and musicians among other celebrities. It is guaranteed that with their endorsement, they are bound to attract an even larger following and whatever they have endorsed will accepted by the people. When choosing the celebrities to use to endorse whatever product is being advertised, it is important to look at their media usage and the following they have on each of these media particularly the social media. This is important because celebrities are endorsed with a lot of money even millions of dollars and hence it is important to know that the people are getting their money’s worth. According to research by (Chan, Leung Ng & Luk, 2013), most companies target young adults as they are the ones who are most likely to identify with the celebrities and they find these celebrities appealing. Media communication refers to exchange of information from one person to another or to a group of people for the purpose of passing on a message. In

Dominos Marketing Strategies And Technology Commerce Essay

Dominos Marketing Strategies And Technology Commerce Essay According to Dominos corporate website (2010), Dominos pizza was founded in 1960 by Tom and James. It was bought and started as a small pizza store in Michigan. With $500 as initial investment, Tom joined forces with his brother and together they opened a pizza delivery store in Ypsilanti, Michigan. Initially it was known as Dominicks. As Monaghans operations grew, the original owner of Dominicks decided to maintain rights to the name. Under deadline for a Yellow Pages ad, driver Jim Kennedy came up with the name Dominos Pizza. The three dots of Dominos the fact that Tom initially started 3 stores. In February 1968 a fire accident took place in Monaghans original pizza store. Advertising manager Bob Cotman had a narrow escape from the building, climbing down a firemans ladder. Although the pizza shop started operations within two days, Dominos lost stored goods worth $40,000. (information from the UK site (2010). The staff pulled together, with each existing store location responsible for producing one pizza item cheese, dough, chopped toppings which drivers then ferried from one store to the next to keep operations running. After that a very difficult situation arose that he had to cover not only the total fire losses of $150,000, of which only $13,000 were paid by insurance but also had to pay leases of five new franchises and recruit five new store operators as soon as possible. In 1975, the trademark lawsuit was launched by Amstar against the company. Furthermore, they started preparation to launch themselves on an international scale. In 1989, the Dominos Pizza changed ent irely when the Deep Pan pizza was launched for the very first time in twenty five years as the company had the urgent need for reacting to market demand. This step proved vital in providing strength to the financial foundation and made certain the growth of Dominos Pizza because they started operating their five thousandth store. The chain of Dominos Pizza grew quickly as they were operational in all varied places. Despite Dominos Pizza grew up at diverse locations and started doing good business, they were still a very traditional company. (History of Dominos pizza) Tom retired in 1998. He was the one who expanded Dominos chain around the world making it the worlds largest pizza delivering company known for quick service restaurants around the world. In addition, he gave majority of the $1bn earned through the sale of Dominos to charity. Marketing Strategies In 1973, Dominos Pizza introduced the policy that customers must be receiving their pizzas not later than 30 minutes of placing their orders, or if not they would take delivery of the pizzas free. The guarantee was condensed to $3 off in the mid 1980s. In 1985, Advertising Age placed Dominos ad among the fastest-growing money makers in the restaurant industry. The company had to keep pace not only with its own growth but also with that of its competitors, including the industry leader, Pizza Hut, which had more than 4,000 units to Dominos 2,300.In the previous year, Dominos spent 249% more in advertising, media. On the other side, the biggest threat for Monaghans empire entered in delivery business that is Pizza Hut in 1986. (Advertising age, Dominos inc. 1985) In 1992, the company settled a case filed against it by an Indian family whose lady was killed by a Dominos delivery driver. The company paid the family US $2.8 million. In 1993, Dominos settled yet another case in which the company was sued because a Dominos delivery driver ran a red light and collided with a ladys vehicle. The woman was paid almost US $80 million. The guarantee was dropped the same year because of the public perception of reckless driving and responsibility, according to Monaghan.(Founder of Dominos) Dominos Truck Kills 2 En Route to Delivery, (Chaudhury,1998) In December 2007 Dominos introduced a new slogan, You Got 30 Minutes, sticking to the earlier promise but getting short of promising delivery in a half hour. (Dominos corporate website 2010) In addition to this, Dominos changed their menu in 1992 and introduced for the very first time a non pizza item to their menu. Being Domino Pizza already on hand, the making of bread sticks was not so different which was the introduced item. The company kept on advertising for many years that if the delivery of their pizzas took longer than 30 minutes, the pizza would be delivered at no cost. This was also copied by the Ninja Turtles movie and cartoons. The benefits to Domino Pizza were enormous as millions of kids heard the name of Domino Pizza out of their favourite cartoons and they were the prospective customers. In 1993, Domino Pizza discontinued this policy and came up with a new one stating that if a customer was unhappy he could on his will have a new pizza or a refund. By 1994, Dominos Pizza marketing policy winded and they introduced chicken wings also in to the menu. Not only this, the company hit the African market as they opened a new store in Egypt. 1996 was the year when Dominos Pizza website was launched. That year the company declared global sales to be nearly $3 billion. In the 1980s, Dominos Pizza was well known for its advertisement campaign featuring The Noid. (Dominos corporate website 2010) In the same way, the Super Bowl Sunday was the most hectic and very busy pizza delivery day of the year and Dominos Pizza sold over a million pizzas, which was forty-two percent more as compared to normal Sunday trading volume. According to Dominos marketing director Robin Auld (Noelle McElhatton, marketing director management) Dominos franchisees pay a 5% royalty of their net sales into Dominos National Advertising Fund (NAF). Thats centrally managed and used to maximize sales and grow brand awareness. He said door-dropped menus are very effective for prosperity of ordering pizza and we use news paper and royal mail. Dominos also launched new offers that can be ordered by national hotline (087 12121212), in-store and online at www.dominos.co.uk. or SMS ordering system, which was the first time in UK in 1999. The Dominos text service requires only five minute initial online procedure. Firstly customers register and create their favourite menus giving them each an easy to remember name, delivery address and mobile number for order. Secondly, the chosen menu is typed directly from mobile phone. Customer can put their credit card details while registering so that they can use their card when they order and pay with cash upon delivery. In February 2003, the company announced multiyear partnership with the National Association for Stock Car Auto Racing (NASCAR) through which Dominos became the Official Pizza of NASCAR. According to news paper article (Detroit News, March 26, 1997) Dominos delivered $2.8 Billion in world wide sales last year. By 2011 the value of the home delivery food market was estimated to have reached  £1,474 million in the UK and expects to grow 30% to  £1,918 million. At Dominos Pizza, the values are summed up in a chant thats sung in the Sell more pizza, have more fun! DPZ Dominos Pizza Inc (NYSE)   12:00 AM ET, 03/04/2010     Last:  13.70   Change:  -0.36   %Change:  -2.56%   Volume:  2,982,700  Ã‚     Open: 14.06     High: 14.06     Low: 13.36     Previous Close: 14.06     Market Cap: 805.0M     Shares Outstanding: 58.8M     EPS: 1.38     52wk High (3/3/2010): 14.13     P/E Ratio: 9.93     52wk Low (3/9/2009): 5.61     Dividend: 0.00     Dividend Date: N/A     Yield: 0.00     Average Volume: 572,000.00   Figure 1 : Marketshare (Dominios corporate website) Financial information Dominos Pizza UK IRL plc financial results.[1][9][11][12] Year to December1 Revenue ( £Ã‚  million) EBIT ( £m) Net profit ( £m) Earnings per share (p) 2008 136.0 22.5 15.7 10.9 2007 114.9 18.3 13.2 8.4 2006 95.0 13.7 10.0 6.2 2005 81.7 10.4 8.3 5.1 2004 74.2 9.1 6.7 4.1 2003 61.6 6.0 4.6 2.8 Note 1: Accounts to 2005 prepared according to United Kingdom Generally Accepted Accounting Principles. Accounts from 2006 onwards prepared according to International Financial Reporting Standards. Figure: 2 Performance of the Dominos pizza 2007 2006 2005 2004 2003 2002 2001 System sales ( £m) 293.6 240.1 200.7 174.3 142.3 118.9 98.4 Stores at start of year 451 407 357 318 269 237 215 Stores at year-end 501 451 407 357 318 269 237 (Dominos corporate website) Figure: 3 SWOT ANALYSIS STRENGTHS 3,500 global operating franchises in over 50 countries Well-built brand equity maintained by intense marketing campaigns Effective supply chain distribution network  with fast operations WEAKNESSES Slow further growing and decreasing existing-stores sales OPPORTUNITIES Growing presence in emerging markets, particularly in India, China Leverage supply chain distribution system to introduce new products   THREATS Ever-changing consumer food tastes Adverse effects due to foreign currency Tough multi-national competitors Hard competition with local pizza shops and small chaons Conclusion Like any other thing, there is a positive as well as a negative point and the negative point of Dominos is that it can be a burden on ones finances. The large pizzas can have a price of  £14.99. The side orders also can cost on average  £4 each and that in anyways not cheap. Occasionally, there are offers introduced by Dominos.   However, one can say that dominos is great because the food is fresh and always warm when delivered and the taste is fantastic. The group invests a lot of time and money in upholding the positive reputation of their brand and has remained successful quite a lot. Dominos brand marketing activity is financed through a National Advertising Fund (NAF) which is made up of franchisee contributions. Dominos pizza sells hot and freshly backed. There is neither a deep frying nor for any forms of cooking like baking on a gas-fired conveyer oven. Furthermore, Dominos believes to meet strict quality standards to ensure food safety measures that meet or exceed any applicable government guidelines and that is the reason it has come forward as a strong competitor of pizza hut and has outclassed it in many countries. Today there are over 8,000 Dominos Pizza stores in more than 50 countries, employing over 145,000 team member and involving over 2,000 franchisees. Globally Dominos Pizza delivers more than one million pizzas every day. So, it equates 25 to 30 part time or full time jobs in every new store. In the same way, conc ept of home delivery means its reduce noise of store and traffic. Bibliographies History of Dominos available from htpp://www.Dominos uk.com [Accessed June 22, 2010] Financial data available from http://Dominos_Pizza_UK__IRL and http://www.domino-s-pizza-inc#cite_note-19 Dt: 21-Aug-09 [Accessed June22, 2010] http://www.brandrepublic.com/Discipline/DirectMarketing/News/926816/Britains, Interviewed with Dominos marketing director Robin Auld [Accessed June 22, 2010] QSR Magazine, (27January 2006) Dominos pizza delivery in 8000 store.(Accessed June 22, 2010) Dominos Delivered $2.8 Billion in Worldwide Sales Last Year. (Detroit News, March 26, 1997.) Dominos Truck Kills 2 En Route to Delivery, (Chaudhury, 1998 Nations Restaurant News, August 29, 1988.) (Accessed June 22, 2010) Hume, Scott, and Raymond Sera fin, Dominos Burned Up Over Pizza Hut Spot, Advertising Age, January 7, 1991. (Accessed June 22, 2010) Food information from http://www.recipepizza.com/the_history_of_dominos_pizza.htm Dominos Franchises information available http://www.dominos.uk.com/franchising/ Dominos Information available from http://www.domino-s-pizza-inc#cite_note-19 httpp://www.dominos.co.uk.

Babe Ruth :: essays research papers

Babe Ruth During the roaring twenties, there were many outstanding baseball players. One of the best outstanding baseball players of all times was Babe Ruth.   Ã‚  Ã‚  Ã‚  Ã‚  Babe Ruth was born on February 6, 1895, on the outskirts of Baltimore, Maryland. He was the son of a saloonkeeper, George Herman Ruth, Sr. At age seven he was placed in the St. Mary’s Industrial School for boys because his parents couldn’t control him anymore. After twelve years of basically being locked up he was released in 1914 so that he could play professional baseball.   Ã‚  Ã‚  Ã‚  Ã‚  One key person in Ruth’s life was Brother Matthias. Matthias encouraged George to play baseball. By age 12, he was already on the varsity team. Matthias pushed Ruth to be a right-handed catcher since there was no left-handed catcher’s mitt.   Ã‚  Ã‚  Ã‚  Ã‚  George Herman’s professional career started in 1914 when the Boston Red Sox picked him up as a left-handed pitcher. After 158 games, Ruth had a pitching record of 89-46 and had 3 World Series wins and no losses. When Ruth’s pitching career ended, he had a 2.28 earned run average and was just getting started with his all time hitting career. Babe Ruth set many hitting records in his 22 years of baseball. â€Å"The Babe† was given many new nicknames over the years. Some for example were: â€Å"The Sultan of Swat,† â€Å"The Callasses of Clout,† â€Å"The Great Bambino,† and â€Å"The Babe.† In 22seasons, he led the league 12 times with home run records. In 1921, Ruth had a record setting 60 homers, which no one broke until Hank Aaron in 1974. In 1935, George Herman Ruth hung up his uniform for the last time with leaving professional baseball. With 714 career homeruns and some great memories, The Babe led his team to The World Series in 1923, 1927, 1928, and 1932.

Once More to the Lake

During his vacation White notices that although the arrival to the lake was deferent, as well as the boats which were on the lake, the lake Itself had not changed at all. The commute to the lake had changed from what E. B. White had originally experienced as a child. The trip to the lake was now a completely new experience. Originally, getting to the lake was a long, highly anticipated Journey, starting with the train station and loading luggage onto horse buggies which would take them on a ten mile trip leading to the lake. The anticipation would grow as the carriage got closer to the lake.Coming over the last hill to see the lake and other campers cheering for your arrival was full of excitement. Now, there was no train station and there was no carriage ride. The excitement had been diminished by the newer paved road which led to within one half mile of the lake. The road now was the cause of campers to pull right up to their camp and unload in a quick amount of time and without be ing detected by fellow campers. Another change which had transpired was the updates of the camp Itself. The path to the lake was not the only one that had changed through the years.Walking three tracks in the road, but two. There used to be a middle track that was made by the horses pulling the carriages of people to dinner at the restaurant. Now, the path no longer was one for horses. Also, the store's parking lot used to be dirt and gravel, but is now paved for customers driving their cars to buy â€Å"manufactured drinks† rather than the root beer and birch beer White would buy when he was a child. Change was expected by E. B. White, but the one change he did not enjoy was the motor boats cruising across the water of the lake.Their newer designs with the outboard motors were unsettling to White and disturbed the peacefulness of the lake. The older boats had an inboard motor which was a much softer, relaxing sound which aided in the relaxation of a summer vacation. Even the way the boats were operated had changed as well. The older boats were not equipped with reverse, so landing the boat at the dock required a more sense of confidence, so you didn't crash into the dock with a speedy approach. Though there were many changes, one thing had not changed and that is the lake itself.Through all the changes E. B. White still managed to grasp the feeling that time had not really passed by because the lake remained the same to him. It is the one thing that kept people returning. The smells of the lake, the activities done by people on the lake, the fish that swam in its water, the people and the people too all had remained as White once knew it. He is fishing with his son at one point and a dragonfly lands on the end of his fishing pole and he describes that moment as if no mime had passed since he went fishing with his own dad as a boy.Even the paddle boat they were fishing from was the same color and had the same details as he remembered as if it were the e xact boat he paddled in before. One of the afternoons of their week-long stay a thunderstorm came and sent everyone returning to their camp. There White watched the storm come in Just as he had before. It was a fascinating spectacle for him to see the lightning, hear the thunder, and watch the rain fall on the lake as the storm moved on. As the storm left, people would come ace out to the lake in their swimsuits to swim in the rain. Once More to the Lake During his vacation White notices that although the arrival to the lake was deferent, as well as the boats which were on the lake, the lake Itself had not changed at all. The commute to the lake had changed from what E. B. White had originally experienced as a child. The trip to the lake was now a completely new experience. Originally, getting to the lake was a long, highly anticipated Journey, starting with the train station and loading luggage onto horse buggies which would take them on a ten mile trip leading to the lake. The anticipation would grow as the carriage got closer to the lake.Coming over the last hill to see the lake and other campers cheering for your arrival was full of excitement. Now, there was no train station and there was no carriage ride. The excitement had been diminished by the newer paved road which led to within one half mile of the lake. The road now was the cause of campers to pull right up to their camp and unload in a quick amount of time and without be ing detected by fellow campers. Another change which had transpired was the updates of the camp Itself. The path to the lake was not the only one that had changed through the years.Walking three tracks in the road, but two. There used to be a middle track that was made by the horses pulling the carriages of people to dinner at the restaurant. Now, the path no longer was one for horses. Also, the store's parking lot used to be dirt and gravel, but is now paved for customers driving their cars to buy â€Å"manufactured drinks† rather than the root beer and birch beer White would buy when he was a child. Change was expected by E. B. White, but the one change he did not enjoy was the motor boats cruising across the water of the lake.Their newer designs with the outboard motors were unsettling to White and disturbed the peacefulness of the lake. The older boats had an inboard motor which was a much softer, relaxing sound which aided in the relaxation of a summer vacation. Even the way the boats were operated had changed as well. The older boats were not equipped with reverse, so landing the boat at the dock required a more sense of confidence, so you didn't crash into the dock with a speedy approach. Though there were many changes, one thing had not changed and that is the lake itself.Through all the changes E. B. White still managed to grasp the feeling that time had not really passed by because the lake remained the same to him. It is the one thing that kept people returning. The smells of the lake, the activities done by people on the lake, the fish that swam in its water, the people and the people too all had remained as White once knew it. He is fishing with his son at one point and a dragonfly lands on the end of his fishing pole and he describes that moment as if no mime had passed since he went fishing with his own dad as a boy.Even the paddle boat they were fishing from was the same color and had the same details as he remembered as if it were the e xact boat he paddled in before. One of the afternoons of their week-long stay a thunderstorm came and sent everyone returning to their camp. There White watched the storm come in Just as he had before. It was a fascinating spectacle for him to see the lightning, hear the thunder, and watch the rain fall on the lake as the storm moved on. As the storm left, people would come ace out to the lake in their swimsuits to swim in the rain.

Running Head: Indivisible, Liberty, and Justice for All

Indivisible, Liberty, and Justice for All October 26, 2012 Indivisible, Liberty, and Justice for All2 Abstract This paper discusses Jane Elliot’s experiment with her third grade class and Olivia Murray’s document A Mindfulness To Transcend Pre-Service Lip-Service A Call for K-12 Schools To Invest in Social Justice Education. The document gives a brief overview of each author’s work and their approach to help understand the impact of a social justice education.Finally, the essay provides the importance of combining both author’s approach to achieve equality in America. Indivisible, Liberty, and Justice for All3 Every morning, diverse groups of American students- rich and poor, black and white, rural and urban- begin the school day rising, facing the flag, and pledging allegiance to a country that claims to be indivisible, ensuring liberty and justice for all. Students learn about the value of equality, as Americans we have the right of equal treatment regar dless of our background, belief, race or religion.They learn about justice, that society offers the same benefits and has the same obligation to all citizens. Both of these values teach students that no one is favored over any other one, yet by reading A Mindfulness To Transcend Pre-Service Lip-Service A Call for K-12 Schools To Invest in Social Justice Education (Olivia Murray) and watched A Class Divided I recognized that disparate inequalities not only exist, but may continue to be perpetrated, if we do not take the initiative to change.Lisa Delpit wrote â€Å"we all interpret behaviors, information, and situations through our own cultural lenses; these lenses operate involuntarily below the level of conscious awareness making it seem that our own view is simply the way it is† (Olivia Murray, pg. 48-49). Not until we are impacted by someone else’s perception of us as being different do we realize that our cultural awareness is bias. Society has faced this debacle fo r centuries; we have scholars go back and forth trying to find a solution on how to teach ur children to be color blind, to be less bias and to treat everyone the way they want to be treated. It seems so simple to say yet it is very hard to achieve. In the video A Class Divided, third grade teacher Jane Elliot attempts with her class an experiment to demonstrate the impact of discrimination. The article A Mindfulness To Transcend Pre-Service Lip-Service A Call for K-12 Schools To Invest in Social Justice Education (Olivia Murray) presents a three-fold approach so individual schools can address the issues of avoiding social injustice.The assassination of Dr. Martin Luther King Jr. led to turmoil and riots across the country. Jane Elliot, a white, third grade teacher, felt the need to try a new approach to teach her Indivisible, Liberty, and Justice for All4 young students about discrimination especially after hearing the white media referring to â€Å"those people† and â€Å" those communities†, as if black Americans were somehow not part of America. The experiment was for two days, it started on Tuesday.Jane Elliot begins by asking the class about National Brotherhood Week, what it means and whether there are people in America who aren’t treated like brothers. The children responded yes, Blacks and Indian Americans are not treated like brothers. So, Elliot proposes the experiment to help the students understand what discrimination means. Over the next two days, the class was split into blue-eyed and brown-eyed students and that on the first day, blue-eyed people are better than brown-eyed.This meant they got extra recess, could drink from the fountain, have seconds at lunch and could play on the playground equipment. Brown-eyed students must use paper cups to drink from, may not play with blue-eyed children, must stay off playground and wore collars around their necks to be easily identified. During the rest of the day, Elliot points out ho w much time brown-eyed children took to complete tasks, how not prepared they were, how they don’t take things seriously and were disruptive and badly behaved. She entices the blue-eyed children to agree with her.On Wednesday, it is the turn of the brown-eyed children to be better than the blue-eyed children. The roles are switched and the brown-eyed children despite having been on the receiving end of discriminatory behavior the day before are now tormenting the blue-eyed children. The children described their experiences like being a dog on a leash, like having collars and couldn’t think as well. At the end of the day, Elliot asks the children whether eye or skin color should be how we decide whether someone is good or bad or if those things make a good or bad person.All of the children said no. Elliot also learned that the children who are privileged because of the eye color do better on tests than children who are being discriminated against. Indivisible, Liberty, and Justice for All5 Olivia Murray’s article A Mindfulness To Transcend Pre-Service Lip-Service A Call for K-12 Schools To Invest in Social Justice Education (Olivia Murray), suggest a three-fold approach for schools to adopt. It includes a partnership between the school staff, a school wide team, and a relationship with the school community.The school staff must take a leadership role to confront the challenges; they should endure the discomfort of their own prejudices and biases. Open discourse about their own personal experiences will identify how each school supports equity and how they influence the social development of the children. Secondly, is to create a school-wide Equity Leadership Team (ELT), to assist schools in maintaining self-awareness among teachers and preparing our future generation of non-biased children.The team can present the relevance and respect for different cultures, can pinpoint if the needs of particular groups of students is not being met due to lack of awareness. Finally, building and maintaining a true invisible relationship with the school community to promote the social justice values. When parents and the communities are involved in strengthening the communication for one same purpose it transmits a shared appreciation, therefore becoming part of the solution and not an outsider.I believe that a combination of Elliot’s experiment with a continued application of Murray’s approach will eventually produce lifelong learners characterized by rich diversity. Being exposed hands on at an early age about the effects of discrimination will allow children to be more open-minded and color blind. Once the children are self-aware of the negative feelings they encounter and bringing on board the school staff, parents and community to promote the same values of equality, will only lead to a more just and equal America.It was very surprising to realize that living in such a diverse country we are still faced with the sa me oppression as Blacks were in the 1960’s. Nowadays, it is not only due to skin color but also due to our religious beliefs and our sexual preferences, as well as others. For decades we have been trying Indivisible, Liberty, and Justice for All6 to figure out racism. We feel and believe we are not racist however we all have biases. The most important theme from Elliot and Murray’s work is the importance placed on the education that is delivered to our children.By teaching our children through the use of right words and being open enough about our own prejudices will empower them. Empower them to make a change that will affect the future generation of America and worldwide. After all, we will have the ability to see America as the country that is indivisible, ensuring liberty and justice for all. Indivisible, Liberty, and Justice for All7 References Murray, Olivia. A Mindfulness To Transcend Pre-Service Lip-Service A Call for K-12 Schools To Invest in Social Justice Ed ucation Elliot, Jane. (1968) A Class Divided