Tuesdays with Morrie Essay Example

Tuesdays with Morrie Essay I read the assignment in the syllabus, I was disgusted. I didnt want to read a book, and I didnt honestly plan to do so. I mentioned my frustration to my roommate. When she asked what book, I told her. It turned out she owned her own personal hardcover copy of Tuesdays with Morris. I took the book, and read the first couple pages. The first couple of pages turned Into the first couple of chapters. I ended up reading the book in record time. When I finished reading It, I went and ended the movie as well. Then I went back to the syllabus. Read the book, and write a reflection paper on it. Thats a pretty broadly stated assignment I thought. At first, this bothered me and I didnt know where to start, but now I am relieved that I have that kind of freedom in writing this paper. I am not going to sit and report on what the book contains as far as plot. That would make this a report and not a reflection. As I think back to the book, many things go through my head. First, I think of Mitch, then Morris, and then I think of the many parallels between this story and my own relationship with a close teacher of the past. Mitch Album proves In this book that he has beautiful writing skills. At first I cried, and couldnt bare the thought. He had always inspired me to be a teacher, but now for a different reason then before. At one point in time while reading the book, I stopped mid-sentence, pulled out a piece of lined paper, and rote a letter to my eighth grade teacher, who was a friend of my father. We will write a custom essay sample on Tuesdays with Morrie specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Tuesdays with Morrie specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Tuesdays with Morrie specifically for you FOR ONLY $16.38 $13.9/page Hire Writer When I finished the book, I began to wonder what I would do when my teacher of life lessons died. The start of the book to the finish, he walks the reader through his own meetings with Morris. He appreciated silence, food, and dancing among many other things. As far as the interpersonal communication that can be observed through this book. There is an awful lot to mention. There was an extremely effective amount of indirect communication between Mitch and myself, the reader. Because of the effect on me, another set of communication took place between my teacher and me. His philosophy was that you must learn to die before you know how to live. He appreciated life and all the little things in it. Even though I dreaded this assignment when I first received it, I have come to appreciate it and be thankful for it. The reader Is pulled in wanting to hear the next life lesson. Then I realized that I have the chance to do what Mitch did.

Raid on Deerfield in Queen Annes War

Raid on Deerfield in Queen Anne's War The Raid on Deerfield took place February 29, 1704, during Queen Annes War (1702-1713). Located in western Massachusetts, Deerfield was targeted by Jean-Baptiste Hertel de Rouvilles French and Native American forces in early 1704. The attack was typical of the small-unit actions that frequently occurred along the colonial frontier and saw the inhabitants and local militia attempt to defend the settlement with mixed results. In the fighting, the attackers killed and captured a significant number of settlers. The raid gained lasting fame when one of the captives, Reverend John Williams, published an account of his experiences in 1707. Fast Facts: Raid on Deerfield Conflict: Queen Annes War (1702-1713)Dates: February 29, 1704Armies Commanders:EnglishCaptain Jonathan Wells90 militiaFrench and Native AmericansJean-Baptiste Hertel de RouvilleWattanummon288 menCasualties:English: 56 killed and 109 capturedFrench and Native Americans: 10-40 killed Background Situated near the junction of the Deerfield and Connecticut Rivers, Deerfield, MA was founded in 1673. Built on land taken from the Pocomtuc tribe, the English residents in the new village existed on the fringe of the New England settlements and were relatively isolated. As a result, Deerfield was targeted by Native American forces during the early days of King Philips War in 1675. Following a colonial defeat at the Battle of Bloody Brook on September 12, the village was evacuated. With successful conclusion of the conflict the next year, Deerfield was reoccupied. Despite additional English conflicts with the Native Americans and French, Deerfield passed the remainder of the 17th century in relative peace. This came to an end shortly after the turn of the century and the beginning of Queen Annes War. Pitting the French, Spanish, and allied Native Americans against the English and their Native American allies, the conflict was the North American extension of the War of the Spanish Succession. Unlike in Europe where the war saw leaders like the Duke of Marlborough fight large battles such as Blenheim and Ramillies, fighting on the New England frontier was characterized by raids and small unit actions. These began in earnest in mid-1703 as the French and their allies began attacking towns in present-day southern Maine. As the summer progressed, colonial authorities began to receive reports of possible French raids into the Connecticut Valley. In response to these and the earlier attacks, Deerfield worked to improve its defenses and enlarged the palisade around the village. Planning the Attack Having completed the raids against southern Maine, the French began turning their attention to the Connecticut Valley late in 1703. Assembling a force of Native Americans and French troops at Chambly, command was given to Jean-Baptiste Hertel de Rouville. Though a veteran of previous raids, the strike against Deerfield was de Rouvilles first major independent operation. Departing, the combined force numbered around 250 men. Moving south, de Rouville added another thirty to forty Pennacook warriors to his command. Word of de Rouvilles departure from Chambly soon spread through the region. Alerted to the French advance, New Yorks Indian agent, Pieter Schuyler, quickly notified the governors of Connecticut and Massachusetts, Fitz-John Winthrop and Joseph Dudley. Concerned about the safety of Deerfield, Dudley dispatched a force of twenty militia to the town. These men arrived on February 24, 1704. de Rouville Strikes Moving through the frozen wilderness, de Rouvilles command left bulk of their supplies approximately thirty miles north of Deerfield before establishing a camp closer to the village on February 28. As the French and Native Americans scouted the village, its inhabitants prepared for the night. Due to the pending threat of attack, all of the residents were residing within the protection of the palisade. This brought Deerfields total population, including the militia reinforcements, to 291 people. Assessing the towns defenses, de Rouvilles men noticed that the snow had drifted against the palisade allowing for the raiders to easily scale it. Pressing forward shortly before dawn, a group of raiders crossed over the palisade before moving to open the towns north gate. Swarming into Deerfield, the French and Native Americans began attacking houses and buildings. As the inhabitants had been taken by surprise, fighting degenerated into a series of individual battles as the residents struggled to defend their homes. With the enemy swarming through the streets, John Sheldon was able to climb over the palisade and rushed to Hadley, MA to raise the alarm. Blood in the Snow One of the first houses to fall was that of Reverend John Williams. Though members of his family were killed, he was taken prisoner. Making progress through the village, de Rouvilles men gathered prisoners outside the palisade before looting and burning many of the houses. While many houses were overrun, some, such as that of Benoni Stebbins, successfully held out against the onslaught. With fighting winding down, some of the French and Native Americans began withdrawing north. Those who remained retreated when a force of around thirty militia from Hadley and Hatfield arrived on the scene. These men were joined by around twenty survivors from Deerfield. Chasing the remaining raiders from the town, they began pursuing de Rouvilles column. This proved a poor decision as the French and Native Americans turned and set an ambush. Striking the advancing militia, they killed nine and wounded several more. Bloodied, the militia retreated to Deerfield. As word of the attack spread, additional colonial forces converged on the town and by the next day over 250 militia were present. Assessing the situation, it was determined that a pursuit of the enemy was not feasible. Leaving a garrison at Deerfield, the remainder of the militia departed. Aftermath In the raid on Deerfield, de Rouvilles forces suffered between 10 and 40 casualties while the towns residents incurred 56 killed, including 9 women and 25 children, and 109 captured. Of those taken prisoner, only 89 survived the march north to Canada. Over the next two years, many of the captives were freed after extensive negotiations. Others elected to remain in Canada or had become assimilated into the Native American cultures of their captors. In retaliation for the raid on Deerfield, Dudley organized strikes north into present-day New Brunswick and Nova Scotia. In sending forces north, he also hoped to capture prisoners who could be exchanged for Deerfields residents. Fighting continued until the wars end in 1713. As in the past, the peace proved brief and combat resumed three decades later with King Georges War/War of Jenkins Ear. The French threat to the frontier remained until the British conquest of Canada during the French Indian War.

Argumentation with thematic synthesis of materials Essay

Argumentation with thematic synthesis of materials - Essay Example Nevertheless, issues arose in the U.S. against bilingual education for immigrants. Bilingualism activists argue that in teaching students in the country, teachers must use only the English language as the medium of instruction. Opponents on this argument stated that students must be taught through the use of their native languages before teaching and exposing them to mainstream English classes for in this way they can learn better, which is the primary benefit of bilingualism. However, using the English language as the primary medium of instruction can help immigrants to learn English and to effectively communicate with others; hence, this will present arguments against bilingualism. Literature Review English is considered to be the universal language that is used by individuals from around the globe in order to effectively communicate with others despite of cultural differences. Thus, it is highly important for people to learn how to speak and manipulate the English language. As to M. Mujica, â€Å"children need to learn English to succeed in the real world today† (581). ... By doing so, they will also be able to have greater chances towards achieving their goals and dreams in life. With the help of the English language, they will be able to gain competitive advantage among other nations across the globe. Furthermore, bilingual activists further argued that U.S. must not learn to adjust on the language used by these immigrants. Instead, they must be the one to do the adjustments as they strive to live and start a new life in this foreign country. Part of which is to adopt and learn the English language. Immigrant children must be taught in school using English as the primary medium of instruction and not their native language. Study showed that non-native English speaking children who were taught with the use of the English language from the very beginning learn better and faster as compared to children, who were taught by their native language or bilingualism, before emerging them to mainstream English classes. Activists stated that to avoid confusions in the minds of these immigrant children and to help them to adjust in the norms and standards of the new society they are in, they must learn to adopt the English language (B. Mujica 152). Thereby, allowing non-native English speaking students to learn English effectively as they grow older. Nevertheless, opponents of the English Only movement, headed by James Fallows, strongly argued that teaching non-English speaking students with their native language or using bilingual education will help them in learning and understanding better their lessons, allowing to them acquire outstanding academic performance in school. In this way, it would be easy for children to learn and understand English. This will also serve as a stepping ground for these students in preparing themselves to English

Diabetes and Stem Cell Treatment Essay Example | Topics and Well Written Essays - 1000 words

Diabetes and Stem Cell Treatment - Essay Example Stem cells in the treatment of diabetes play a crucial role due to their capabilities in differentiation, in the early stages of development, they can develop into any tissue found in the body ranging from body organs to full body parts (Pileggi, p.1355). Their functionality lies in the way they differentiate into these tissues. To ensure that they can turn into any body tissue their ability must not be lost through the differentiation process. This is because differentiation makes the stem cells into tissue specific cells (Burns et al 438). In diabetes, they are used to regenerate certain parts of the pancreas. To reproduce this vital part that is affected by diabetes, there is a need to modify the stem cells that remain in a patient’s body, in spite of the limited reserves (Holger et al 2). Diabetes is a disease that results from the autoimmune destructions of pancreatic cells that are responsible for an individual’s ability to control and regulate blood glucose (Marko et al 1). Diabetes causes poor blood circulation, heart disease, stroke, infection, kidney failure and sometimes it even results in death (Zhao 2). Due to destruction of these pancreatic cells, the body is unable to produce insulin and thus insulin is administers, however, the role of insulin is to regulate the levels of glucose in the blood of an individual. The destruction of the pancreatic cells responsible for the production of insulin, pancreatic islet B cells, has yet to have a cure. For long periods, scientists have been unable to find a cure as the treatment involves individual approaches that are too complex and expensive. However, in recent times, studies and researches have revealed of a possibility that stem cells can be used to cure or at least reverse diabetic conditions by restarting pancreatic function in an individual and, as a result, eradicate if or

Insurance Essay Example | Topics and Well Written Essays - 1500 words - 1

Insurance - Essay Example This insurance mostly targets young drivers because they are inexperienced and reduces their chances of getting into road accidents (Avery, 2011). In most cases, young people, both male and female, usually lack a sense of responsibility especially when they know that they have parents or guardians to take care of them. This is a moral hazard since these young people have a tendency of taking adverse risks because they know that they will not incur the cost of the damages they cause. Young men are known for engaging in risky behaviour such as drunk driving, overspeeding, and ignoring road signs. This puts them on the high premium section because they are high risk insurance buyers (Telematics insurance, 2012). Young women, on the other hand, are known to be more careful because they pay attension to the roads as they drive and are keen on observing road rules. This means that young female drivers are bound to benefit more from telematics insurance than their male counterparts. Conform ing to the provisions of telematic insurance policies gives the young female drivers an opportunity to enjoy low premiums thus lower insurance costs (Wright, 2012). However, being young, both men and women are bound to make the same mistakes that could cause accidents in which the car gets damaged or they damage other people’s property. They do all this because they know that their parents pay the car insurance and, therefore, they behave recklessly. However, there comes a time that they have to be responsible for their actions and this involves paying for their car insurance. This prompts for the selection of an insurance cover that takes care of their needs wholesomely. Telematic insurance promises rewards for its most careful drivers, and this could encourage careless young drivers to be more careful and abandon their moral hazard so as to increase their chances of getting rewards. Telematic insurance is known for its use of technology gadgets which are pricy especially to the young vehicle owners interested in buying insurance cover. Most of the information given to the buyer is about the use of up to date technology to recover lost vehicles and to help drivers avoid accidents. However, the user is not aware that these gadgets are expensive and contribute to the charges of the insurance cover. This is a case of adverse selection because one party is withholding information from the other. The fact that this cover contains rewards in its package only serves to attract clients and to prompt them to be careful while driving (Wright, 2013). When young people realize that their risky behaviour result in loses, they might opt to get an insurance cover thus research for an insurance cover. A standard insurance policy requires all those buying insurance to pay for a certain standard amount. This means that females, who are less likely to damage their vehicles have to pay more. In any case they might not even use the cover after all because chances of them g etting into an accident are very low. Male drivers, on the other hand, tend to get into accidents and the amount females pay may just subsidize that used by the younger males. In addition, insurers do not reduce the price of insurance cost for young female drivers just because they tend to use it less often. In fact, insurance costs keep going higher

Absolut Vodka Brand Positioning

Absolut Vodka Brand Positioning Absolut Vodka is one of the worlds selling premium spirits brands and achieved sales of 10.7 million nine-liter cases in 2007. Every bottle of Absolut Vodka is produced in Ahus, southern Sweden. Although the brand is the largest premium vodka selling in 126 countries, its market share is threatened by the constant growth of Bacardi and Smirnoff. In the turbulent environment Absolut Vodka facing nowadays, the organization needs to constantly search for ways to innovate and to meet the changing customer demands in order to maintain or strengthen the position of their products. Absolut Vodka, one of the most popular super-premium brands in the world, is the strongest brand for VS Spirits. Now, the company seeks to maximize its brands market share through constant innovation and adopting new marketing and distribution strategies. 2. Product Every bottle of Absolut Vodka is produced in Ahus, in southern Sweden where the wheat that gives Absolut Vodka its smooth grain character grows. Absolut Vodka is produced from winter wheat, a hardy wheat grain that centuries of experience have shown to produce superior vodka. Absolut Vodka uses a process called continuous distillation, introduced in Sweden in 1879 by The Vodka King Lars Olsson Smith (Pernod Ricard, 2009). The water it uses comes from our own deep well. Producing its vodka in one location using local raw materials gives VS Absolut Spirits complete control of all stages of production and ensures that every drop meets the companys high quality standard. Unlike other vodkas, the Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. In fact, Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilia, raspberri, apeach, ruby red, pears, and mango. All Absolut Vodka products can also be enjoyed neat or mixed in drinks. In addition, the shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. The bottle shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. It looked elegant, different, simple and very Swedish, and was decided that there should be no label not to hide the crystal clear liquid. Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo. The flavor comes in a transparent bottle in order to show how pure and clear its vodka is. The brand values of Absolut are defined as Clarity, Simplicity and Perfection. All three are there, visible on the bottle. Absolut Vodka currently comprises the following products within the same quality framework: Year Product 1979 Absolut Vodka 1986 Absolut Pepper 1988 Absolut Citron 1992 Absolut Kurant 1999 Absolut Mandrin 2003 Absolut Vanilla 2004 Absolut Raspberri 2005 Absolut Apeach 2006 Absolut Ruby Red 2007 Absolut Pears, Absolut 100, Absolut Mango 2008 Absolut Los Angeles 2009 Absolut Boston 2010 Absolut Berri Acai, Absolut Brooklyn, 2011 Absolut Wild Tea, Absolut San Francisco Source: http://en.wikipedia.org/wiki/Absolut_Vodka Creativity is what drives Absolut brand forward. That applies not only to the marketing and design, but also to the product development. When launching a flavour, the Absolut Company wants to make room for new cocktail experiences. 3. Brand Positioning Absolut Vodka is positioned as premium brand in the minds of the target consumers. The price of the product is high. Absolut is one of the expensive brands among the leading brands in the U.S. as illustrated in Exhibit 4. The company also tried to feature the product as a high end product. For example, Absolut had an identity campaign termed Smart, showy, sassy, sophisticated and stylish. By this kind of brand personality statement, the brand was associated with the fashion conscious, rich, desperate and dynamic lifestyle-namely the Absolut Lifestyle. Absolut entered Glamour world and tried to relate the brand with fashion world. In the Lifestyle magazines, the glimpse of a trendy tanned fashionable girl posing and wearing Absolut Vodka marked attire became widely visible. The brand personality of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media. The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases. Absolut went for simple, but sophisticated ads a classy picture of the bottle accompanied by a witty caption (Facts Abusolut Ads, 2009). Those advertisements have not only broken advertising records year after year but also have captured the eyeball alongside the imagination of the general public. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness. The modes featuring in the advertisement had a tanned skin most of the times thus the brand tried to relate itself with a sense of sunny, urban and dynamic lifestyle. The brand was more inclined to lay emphasis on girls. Because vodka is an odorless drink and do esnt give any quirky sensation while drinking, this was assumed that girls would love this kind of product features. Absolut Vodka soon became news. The latest ads often started getting journalistic coverage in magazines and on TV. Everybody talked about Absolut campaigns be it the Absolut Manhattan ad portraying an aerial view of New Yorks Central Park in the shape of an Absolut Vodka bottle or 26 Russian painters creating their own most personal impressions of the bottle. Over the years Absolut has commissioned not only over 300 painters, but also leading artists in all fields like sculptors, glass designers, musicians and fashion designers. The main strategy of the brand was to avoid relating the product with only one particular lifestyle and the ads were to have a timeless but contemporary theme. Absolut Vodka can be proud of its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture (Brand Spotlight: Absolut Vodka, 2010). Many famous artists worked for the company, including Andy Warhol and Keith Harris. TBWAs branding campaign for Absolut Vodka was listed as one of the top ten campaigns of the last century by Advertising Age and the campaign won many awards including an Effie and Kelly awards which are probably the most prestigious awards in the advertising industry (2010). Those highly accepted and widely popular advertisements campaigns could successfully del iver the main brand positioning ideas of Absolut Vodka, i.e. premium product, high quality and association with art and a good life. 4. Competitors and their Campaigns In addition to Absolut Vodka, there are over other 30 vodka brands in the U.S. market as shown in Exhibit 2. Those brands are original from nine countries such as Belgium, Britain, Denmark, France, Finland, the Netherlands, Poland, Russia (Latvia and Estonia), and Sweden. Apart from American made brands existing in the market such as Popov, Gordon, etc. there was the emergence of new American made vodka brands in the past several year such as Skyy, a lovely San Francisco spirit, the newly arrived Teton Glacier, unique vodka made in Idaho, etc (Department of Liquor Control, 2009). In 2007, there were seven leading vodka brand in the U.S. market including Smirnoff, Absolut, Grey Goose, Skyy, Stolichnaya, Ketel One, and Svedka respectively as shown in Exhibit 3. These brands are made in different countries. However, the American made brand like Smirnoff was ranked the number one U.S. market share in 2007, followed by Absolut Vokda. A brief profile of five leading brands that were Absoluts competitors and their campaigns in 2007 will be discussed in next session. 4.1 Smirnoff Smirnoff is the #1 selling vodka in the U.S and the world. It had a 17.2% share in 2007. It is originally produced in Russia, the recipe found its way to America in the early 1900s. Smirnoff is one of alcohol brands of Diageo (Dee-AH-Gee-O), the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, JB, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. In November, 2006, Smirnoff renewed its alliance with James Bond in the film Casino Royale. The alliance involved a multi-million dollar media campaign, which was activated in the U.S. and around the world. The campaign included a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite (Zydel, 2006). Smirnoff had the close partnership with Bond in 1962à ¢Ã¢â€š ¬Ã‚ ²s Dr. No. In a scene when the villain hands Sean Connery a Martini, shaken not stirred made with Smirnoff Vodka. This monumental moment in film made some impact on the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over (2006). Exhibit 5 shows a cross-promotional ad for James Bond Casino Royale and Smirnoff Vodka and some scenes in James Bonds movie in 1962s. In August, 2007, Smirnoff launched its largest ever marketing campaign ( £5M) which was named Sea to promote the brand. It centers around a 60-second commercial created by JWT, which premiered on 17 August 2007 in showings of The Bourne Ultimatum at selected cinemas across the United Kingdom. There were various tie-ins launched, including the Smirnoff Purifier, an online game, point of sale Smirnoff purity kits, and a tour of a custom-built Smirnoff Purification Installation used to make drinkable samples of water taken from saline or otherwise undrinkable water at selected sites (Sea: Advertisement, 2010). 4.2 Grey Goose Grey Goose was imported to the United States by the Sidney Frank Importing Company which is located in New Rochelle New York. In 1997, the brand became national prominence when it was awarded substantially for its quality in the U.S. In 2004, Sidney Frank then sold the right of manufacturing to Bacardi. Grey Goose was the first prominent French vodka but has seen some competition from Nuage, Ciroc and Idol which are now on the market. Each of these vodka brands are premium brands sold in North America (Grey Goose Vodka, 2007). In 2007, it held a 6.3% share of the U.S. Market. In 2007, claiming itself to be the Worlds Best Tasting Vodka, Grey Goose launched its new Discerning Taste advertising campaign which was produced by New York-based @radical.media. The campaign was the brands first major advertising effort since its acquisition by Bacardi Limited in 2004. It consisted of four different print advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and events in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme of the advertising platform supports the brands commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites reveals the back stories of Grey Goose drinkers by portraying images ranging from playing golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a Grey Goose drinkers inherent eye for detail leads them to seek refined subtleties in more than just th eir vodka but in all aspects of life (Grey Goose Vodka 2007 Advertising Campaign, 2007). The advertising campaign commenced in conjunction with the U.S. Open Tennis Championships in which Grey Goose was the Proud Promotional Partner of the tournament. The advertisements surrounded broadcast coverage on the USA Network and appeared on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator (Grey Goose Vodka 2007 Advertising Campaign, 2007). 4.3 SKYY SKYY is one of the fastest growing spirits globally and the leading domestic super premium vodka in the United States (Baker Hearn, 2005). The brand was launched in 1992 by Skyy Spirits, LLC who is the US-based wholly owned subsidiary of Gruppo Campari (Milan: CPR.MI) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. It had 4.6% U.S. share. Skyy vodkas highest quality and ultimate smoothness are perceived by consumers due to the state-of-the-art process of quadruple distillation and triple filtration (2005). According to the good design of its distinctive cobalt blue bottle and award-winning marketing communications, SKYY is synonymous with quality, sophistication, and style (2005). SKYY Vodka let the worlds most accomplished and controversial photographers interpret the brands sexy image in bold and daring fashion (Press Release: Skyy Spirits Unveils Sexiest Ad Campaign in Skyy  ® Vodka History, 2010). In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. The national campaign was named Cocktail Moments and was available for national outdoor, print, and online. Exhibit 6 shows some ads for this campaign. The creative was launched outdoors beginning January 2007 in LA, Chicago, Miami and San Francisco (2010). Magazine insertions start in February of 2007 in men and womens entertainment and lifestyle publications, including ESPN, InStyle, US Weekly and People, as well as on www.SKYY.com. The ads also ran as banner ads on selected websites including ESPN.com, Evite.com, an d Gay.com, starting in mid-February. Due to its bold, sexy imagery, SKYYs ads have become collectible pieces of artwork (2010). 4.4 Stolichnaya Stolichnaya has its origins in the Moscow State Wine Warehouse No. 1 which was opened in 1901 by the authorities to ensure higher quality vodka production (Stolichnaya, 2010). It was the first vodka to be introduced and imported into the USA, in 1972. Stolichnaya was at this time a good choice to the USA-produced vodka brands as it tasted milder due to a more refined distilling process (2010). However, Stolichnayas popularity has been dependent on the political climate between the U.S. and the former USSR. In 2005, Stolichnaya was included in the Pernod Ricard portfolio. Pierre Pringuet, Managing Director of Pernod Ricard said We needed a major vodka to boost and balance our product range. Stolichnaya signalled our first step in the vodka market and we are proud of our achievements in developing this fine brand. But with ABSOLUT, we have now made a giant leap forward! (Pernod Ricard, 2008). Since 2005, sales of Stolichnaya grew up from 2.1 million to 3.4 million cases and it had a 4.2% share. In 2007, the brand received several awards including Best New Product in the U.S. and Best New Event in the UK. Additionally, its benchmark Ultra Premium Stolichnaya Elit also got the highest rating by the U.S. Beverage Tasting Institute (2008). While renovating the brand, Pernod Ricard launched a new advertising campaign for the Stoli family in order to remind consumers to Choose Authenticity on April 9, 2007 (Pernod Ricard USA, LLC., 2007). Exhibit 7 presents ads of this campaign. The campaign debuted in leading U.S. magazines as In Style, Rolling Stone, and GQ in May, 2007. The new campaign was in a visual style and based on a Russian artistic movement called constructivism, that celebrated the strong industrial structures of the early 20th century when there was the creation of Stolichnaya (2007). The campaign depicted positive Russian icons in a proud tone and humorous way. One of the first ad executions headlines was The Mother of all Vodkas, from the Motherland of Vodka. The new campaign was developed according to two findings of research that: first, that the remarkable history of Stoli hadnt been fully told; and second, that authenticity was a critical consideration in the purchasing decisions of sophisticated, young adult consumers at that time (2007). Patrick Piana, Senior Vice President, Marketing, Pernod Ricard USA said: Pernod Ricard has consistently demonstrated its ability to drive brands to achieve their potential, and we are confident that this new Stolichnaya campaign will resonate with the brands core consumers and build on our overall track record of success(2007). However, after the purchase of Absolut was completed, Pernod Ricard ended its agreement with Stoli. William Grant Sons USA signed an agreement to distribute Stolichnaya in the U.S. in 2009. 5. Consumer Behavior The comprehensive analysis of vodka by the Beverage Information Group and research by Simmons Market Research Bureau reveal consumer behavior of vodka as follows: Vodka is unlike any other spirit category. The proportion between male vodka consumers and female consumers are fairly equal. Furthermore, it is consumed by all adult age groups (Simmons Market Research Bureau, 2007). Due to universal appeal of vodka coupled with its versatility as a mixer and the cachet high end products, it has continued to attract adult consumers (Beverage Information Group, 2008). Females favor flavored vodkas while males take the lead among several brands-Absolut Kurant, Stoli Citros, Stoli Ohranj and Stoli Cranberi (Simmons Market Research Bureau, 2007). According to Simmons (2007), the older the brand the older the consumer. Stolichnaya drinkers tend to be older than Absolut drinkers. Also, Absolut drinkers tend to be slightly older than Grey Goose consumers. Belvedere scores highest in the 21-to-24 age group among unflavored vodkas. Younger adult consumers tend to be attracted by somewhat sweet flavors-vanilla and raspberry. Whereas older consumers prefer classic cocktails that are savory in nature (Beverage Information Group, 2008). All vodka consumers are moving toward a healthier lifestyle and a greener planet. (Beverage Information Group, 2008). It was found that several marketers are incorporating natural and green elements in their products. This is a trend that is expected to continue (Beverage Information Group, 2008).. Limited edition products that benefit local causes such as Absolut New Orleans and Absolut Los Angeles are another trend that is expected to gain a following (Beverage Information Group, 2008).. Overall, consumers are moving away from sweet cocktails into the savory area. This may not bode well for several flavored vodkas (Beverage Information Group, 2008). Review of publications about vodka brands uncovers that there are some significant factors that enhance customer decision making process when buying vodka as follows: Luxury: By definition, vodka is a clear, tasteless, odourless liquid-meaning that a basic level of quality distilling yields vodka on par with any other. Yet through clever ads and higher pricing, Absolut vodka became the premium vodka over Smirnoff in the 1980s. Then, i n the 1990s, Sidney Frank consciously decided to introduce Grey Goose vodka, which costs 50 percent more than Absolut, with reasoning that people would pay more for a brand they saw as more exclusive, just as they did with Absolut over Smirnoff. Since vodka is one of premium alcoholic drinks, it is considered a kind of luxury items (Rothbaum, 2009). Flavors: Several companies keep introducing more varieties for customers to choose from, this strategy has proven to be quite successful. Also, the U.S. is the worlds biggest market for flavored vodka and a new flavour can drive sales. For example, in the summer of 2007, Finlandia introduced grapefruit flavored vodka. The vodkas popularity has been so great that it has increased the brands overall sales of flavored vodkas by almost 10% (2009). Thus, there are still room for competition in the vodka category. Store shelves are now packed with new flavours and brand extensions from numerous well-established brands (2009). Price: Setting an inviting price to attract consumers seems to be successful for some brand vodkas like Smirnoff. For example, Smirnoff posted a 4.0% gain in 2008 and making it the top-selling spirit in the U.S., leveraging its rainbow of flavors as well as its inviting price (2009). This pricing strategy must be employed carefully for luxury goods like vodka, since consumers still perceive that Vodka should not be cheap. It is not a product of first necessity. Even though higher-priced brands are seeing slower growth, consumers are still spending a lot of money to purchase these prestigious brands. Reference Group: Vodka consumers use reference groups such as co-workers, friends, and family as a guide to select a brand, since vodka is a product that can be shared in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions. Packaging: Packaging has always played an important role in developing brand image, and the vodka industry is not exceptional. According to Adam Rosen, the brand manager of Wyborowa Vodka, the vodka industry is much more image conscious than other liquors (Labbrand Consulting Co., Ltd., 2009). In addition to ingredients and taste, packing is another factor influencing vodka drinkers buying decision- the vodka they choose should make a statement to others. Thus, the bottle design should display sophistication and class. For example, Svedkas new bottle reflects their cheap chic positioning, allowing consumers to purchase a premium vodka at a competitive price (2009). This should appeal to hip night life lovers, but not older customers accustomed to having a casual drink at home. It was found that the older audience will appreciate a classic bottle design that looks nice in their alcohol cabinet (2009). As Svedka hasnt redesigned their bottle for over 10 years, the repeat customers like ly have a strong connection to the old brand image (2009). In short, packing can influence decisions made through constructive process at the time of purchase. 6. History of Brand Advertising Absolut Vodka has become famous mainly due to its advertising campaigns. The shape of the bottle of Absolut vodka is very unique and is emphasized in all their advertisements. For about 25 years, the focus on the product has been the main theme in advertisements for Absolut Vodka. They ran campaigns of humor featuring their unique bottle. It is the unique advertising campaigns that have made Absolut a popular brand going up to the heights of Coke and Nike. In 1981 they started the Absolut ________ campaign. Absolut Perfection which was created in 1981 was the first advertisement and it is still popular today. They had clever concepts like Absolut L.A. which showed a swimming pool shaped like a bottle or Absolut Warhol which showed the painting of a bottle by the artist. One of their popular ads is the Absolut London', which shows the door of 10 Downing Street resembling an Absolut bottle. In a 1988 feature of a playboy magazine they showed a bottle like a model and this ad was called Absolut Centerfold. Then there were issues Absolut Disco (2007) related to dance music in 2008 Absolut Masquerade under the theme Every night is a masquerade and in 2009 the Absolut Rock Edition as a tribute to rock and roll. They wanted to end this campaign in 1997 with the launch of an offbeat bottle campaign on April fools day and it was very popular. But it took 9 more years to come up with a different campaign due to its limited advertising budget. Th e Absolut ____ campaign enabled the brand to become the best-selling imported vodka in the United States as sales rose from 20,000 cases in 1981 to almost 5 million in 2007. In January 2006 they started a campaign called The Absolut Vodka which had a theme on the pun between the brand name and the word absolute. This multimedia campaign demonstrates the headship of Absolut Vodka as The Absolut Vodka and observes other classics that are absolutes in our culture. This campaign is an evolution of the brands iconic, 25-year-old advertising and one that underscores the brands marketing ingenuity and continuous creativity. This campaign was broadcasted on television in the United States. The campaign also featured online and print executions. The new execution was built on the brands existing campaigns. The broadcast depicts a collage of absolute moments and icons that bases modern culture. Pictures include The Absolut Morale Booster (Marilyn Monroe singing for U.S. troops) and The Absolut Road Trip (first manned trip to the moon). The print advertisement features an Absolut Vodka bottle levitating over a color-block table with copy that reads The Absolut Vodk a the image connotes an exclamation point. The print ad shows the genuinity of Absolut Vodka and conveys only one message that Absolut is The Absolut Vodka. The Absolut Vodka campaign targeted a new and increasing group of vodka drinkers in the United States. The broadcast is very interactive and is aimed at capturing in-the-know customers. The Absolut Vodka campaign was created by TBWA/Chiat/Day, the advertising agency of record for Absolut VODKA. 7. The In an Absolut World Campaign In 2007, Absolut Vodka began its In An Absolut World campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or Absolut, reality. The campaign was handled by TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group. The In An Absolut World would elicit varying opinions and points of view of customers. It is designed to be an inspiring, humorous, and thought-provoking integrated campaign about what an Absolut World might look like and to initiate a discussion about both universal and everyday subjects, as well as to challenge consumers to express their own visions of the world. Its advertising campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic. The campaign includes commercials and video clips as well as online ads, print ads, billboards and event marketing. Drinkers were invited to imbibe In An Absolut World, a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu. For example, on planet Absolut, men can get pregnant, and lying leaders are exposed by their Pinocchio noses. In fact, Absolut was confronting the same problems as other market-leading brands in that everybody knows who they are, but what are they known for? Thus, The goal is to encourage a dialogue between customers and the brand. The ads proclaim, This is Absoluts view of the world; you respond, you react. Absolut ads aimed at minority consumers will also begin to feature the Absolut World theme. 7.1 Probable Marketing Objectives Since from 2003 to 2007 over 240 new brands of vodka came and many companies started focusing on the ultra-premium category, the marketing objectives of the In an Absolut World include robusting sales growth and re-establishing and re-cementing the Absoluts position in the vodka category in an extremely competitive environment. 7.2 Probable Communication/ Advertising Objectives The main communication of the In an Absolut World campaign is to provide the customers with an opportunity to interact, get involved and associated with the brand, since its customer survey found that the previous one never provided the opportunities for customers to interact and get involved with the brand. Furthermore, the campaign aimed at depicting that Absolut Vodka has a class of its own or a world of its own implicating that it is different and better than other brands. The idea is that Absolut Vodka is the quintessential vodka, the true vodka, and the standard by which you judge other things. 7.3 Target Market The target audience is 23 34 year urbanites. 7.4 Positioning Statement To inform urbanites that Absolut Vodka is the quintessential vodka, the true vodka, the standard by which consumers judge other Vodkas. 7.5 Creative Strategy The In an Absolut World advertising campaign requires that consumers imagine a world that appeals to them, something like a perfect world or a fantastic world, thus bringing about different opinions and points of view. Also it needs to these ads in countries worldwide with varying themes relevant to their region. 7.6 Creative Execution To achieve the creative strategy, they decided not only to show what an ABSOLUT WORLD looks like, but also to give consumers the chance to experience it in their daily lives. The idea was to publish the perfect newspaper and distribute it for free, with real editorial content that was entirely positive and interesting to read. Another idea was to perfect a taxi ride by supplying a fleet of free-of-charge Porsche taxis. The next idea was to make a unique experience at the nearest ATM cash machine by introducing the Happy Hour. 7.7 Media Strategy The campaign would be put in print ads, billboards, TV commercials, video clips as well as online ads (at absolut.com), and event marketing. Absolut turned its website into an online community where visitors can share and discuss their visions of an Absolut World, create and upload images, films, worlds, and sounds, create personal profiles; browse, comment, and develop the visions of others. 8. Evaluation of the In an Absolut World The campaign uses a combination of approaches in the major selling idea between creating a brand image, positioning and inherent drama. Absolut developed its strong, memorable identity through image advertising and positioned itself as the quintessential vodka in the consumers mind. The creative approach used in the campaign is appropriate for the target audience who is 25 34 year urbanites. The message can delivered to the target audience and executed in a combination of imagery and humor. For example, one of the ads shows an expectant couple and the husband is pregnant. Additionally, even though Absolut came up with many ads with different pictures, those ads were able to convey the message to the target audience effectively by using indirect headlines In an Absolut World as creative tactics for printing ads and TV commercials. Also, the message is short, clear, novel, and creative as well as provokes their thoughts. Most of the ads in the campaign use emotional appeal to attract the target audience while others create excitement and provoke thoughts. The ads and some TV commercials try to communicate with the target audience that people wish to see the world in a different manner according what an Absolut World means to them or their perceptions. For example, a TV commercial portrays a h

Community Service is a Way of Giving Back Essay -- Contribution to My C

Many think that community service is just something you are forced to do for school. To me, community service is a way of giving back. I like making people feel as though they matter, and it gives me a warm feeling at the end of the day because I feel I have made a difference. I grow as a person each time I do community service. Some people do community service because they have to, but I do it because I want to. I have volunteered about 52 hours of community service in the READ program at a local elementary school on east 3rd street and ave S. Two days a week, after school I would take the B82 and take it down to east 3rd street and walk to the school. I would wait about 10 min before the children would come into the classroom. I tutored first graders and thought them how to read better...