Tea’s origin was China. The Zhuo (1034-246 BCE) Qin (361-296 BCE) and Han (206 BCE-226 CE) Dynasties all embodied extensive tea-drinking. Tea use for medicinal nutritional, health, fitness and longevity purposes is determined via the ‘Wuxing’ or 5 Elements School system underpinning (TCM) Traditional Chinese Medicine, Acupuncture, Massage, Health Qigong, Feng Shui, Keep-fit, Wu-Shu-Kung Fu, Chinese herb-use and more.

Chinese tea, purchased in boxes of sachets or in delightful crystallised blocks involves an astounding number of forms tastes, textures, herbal and nutritional ingredients. Applications-including for health, youthfulness and longevity are guaranteed by the long history of TCM. The history of the 5 Elements or ‘Wuxing’ is longer still.

Drunk at home or work Chinese tea is delightful. Consumed at Tea Houses like ‘Up Tea!’ situated in Little Newport Street is London’s Chinatown such tea-drinking can be a delightful experience.

Tea, Health and the Wuxing

The 5 Elements School ‘Wuxing’ links each of the body’s 5 major internal organs (and much more) to Elements as follows: spleen (Earth) lungs (Metal) kidneys (Water) liver (Wood) and heart (Fire). The Wuxing is a proven internal and external balancing health-system. Many teas involve remedies to cure or prevent common complaints, or encourage optimum health, youthfulness and longevity springing from the 5 Elements system still in popular and official use today.

INSTANT CHRYSANTHEMUM BEVERAGE (ju hua cha)

This chrysanthemum tea comprises 45% dried flower extract crystallised upon 55% cane sugar. Chrysanthemum tea treats irritation and inflammation in the lungs, nasal passageways and throat via its anti-bacterial, anti-fungal and anti-viral properties. It also encourages improved vision and helps to cleanse the liver in particular.

Wuxing Students learn how eyes and liver are inter-connected, correspond to the Wood Element and can be both naturally nourished by ju hua cha. They also practise 5 Elements Qigong routines with similar effects.

TIEN-CHI (Heaven Energy) GINSENG FLOWER TEA (ren shen cha)

Tien-chi Ginseng (Panax pseudoginseng) ginseng tea variety from southwestern China is mainly cultivated in Yunnan and Guangxi Provinces. Tien-chi plant root is used as a health product for regulating blood circulation. The flower functions as a heat clearing and toxin cleansing herb used to reduce inflammation, feverish feelings, skin eruptions and sore throats.

XIAMEN GREEN TEA (lu cha)

Green tea stimulates the heart in particular, aids digestion and banishes fatigue. Encouraging the body to metabolize more fat and thus much used in dieting and slimming, green tea also encourages longevity and general bodily detoxification.

However as it slightly inhibits iron-absorbption from the diet, green tea should be avoided by anaemia sufferers and women during their menstrual period

JASMINE FLOWER TEA (mo li hua cha)

There are several distinct jasmine tea varieties including green, jade or black. Good for oral hygiene and palate cleansing (before after or during eating) Jasmine tea’s highly aromatic soothing nature also stimulates digestion, encourages relaxation and helps prevent insomnia.

MORNING STAR GINGER BEVERAGE (sheng jiang cha)

Ginger tea stimulates and balances the activity of the heart, lungs and spleen in particular and assists the balanced functioning of the 5 major internal organs as a system in a tonic fashion. Its anti bacterial properties also make it a popular cold and flu remedy.

LUO HAN GUO EXTRACT TEA (luo han cha)

Luo Han Guo (luohanguo) aka ‘Monk Fruit’ (one of many longevity links) is member of the Gourd Plant Family and a fruit well-known for its sweet taste. Luo han cha. It is also well-known medicinally for treating coughs and sore throats and also encouraging longevity. Luohanguo has more recently been developed into a low-calorie sweetener.

When prepared this tea, dark brown and toffee-tasting, can be drunk hot or cold.

CHONG JI 5 FLOWERS TEA (wu hua cha)

This blend of 5 Chinese medicinal herbs cleans away internal heat, encourages diuresis and detoxification. It can also be used to treat sore eyes, sore throats, dysentery and constipation. Delivered concentrated upon cane sugar crystals it has a pleasant caramel taste

Overall

Drinking Chinese Tea in accord with Elements theory enhances health, youthfulness and longevity in many related ways. 5 Elements Qigong provides internal breathing and external massage routines towards the same ends.

The above brands and types of tea are readily purchaseable at your local Chinese Supermarkets the teas’ Chinese names appear in brackets. They are all inexpensive, represent tremendous value for money, are the real thing and offer the true ‘thrill of the swill’!

 

Many dealerships regard the automotive service manager as an integral part of their business. They are the people responsible for acting as a go-between customers and service staff. They are also responsible for other duties within this department.

These managers hire for their department and must choose the most qualified person for the job. They are in charge of overseeing the employees to make sure they meet the dealership’s quality standards. They are directly responsible for teaching these to the employees. Evaluations of employees are also part of their job within their department.

They must set a business plan into place and enforce the goals so they are met. This makes them accountable for the budgeting of the department in making sure the labor costs are kept in check, inventory balances, and they suffer no additional costs by retaining employees. This also covers a marketing campaign plan to gain new customers, as well as keep the old – through coupons, merchandising and staffing needs.

They must stay current with the changes in the industry by attending classes, seminars, and reading literature. This also includes understanding and implementing any policy changes within the dealership, and offering suggestions for change to make the department run smoother. They must also be able to schedule classes for other employees and themselves when such are offered through the car manufacturer so everyone gets the most current information.

It is also the automotive service manager’s responsibility to stay on top of warranties and recalls offered by the manufacture. They will be required to send the warranty work in for payment and will be held accountable for write-offs to the department for failure to comply with the information. They also are the link between the factory representative and the dealership, and may be required to attend meetings and conferences to further this relationship.

The main duty of a manager is to handle customer complaints quickly and efficiently and maintain customer service and the department. They must create and act upon a plan to keep the customers coming back and must have a way to compromise to ensure customer satisfaction. Bringing in new customers is also a job duty, and they must make sure that the service will turn them into repeat customers.

The education for this position requires a bachelor’s degree in business administration or a complimentary technical field. You must have at least five years experience working in the industry, and many companies require an Automotive Service Excellence (ASE) certification. Some will allow work experience to compensate for the college education, where the candidate has many years of experience performing the duties.

How do Filipinos celebrate weddings may sound strange to foreigners, but if they do get a chance to witness a traditional Filipino wedding, they will certainly love the experience. Weddings in the Philippines are never a one-day event. The wedding preparation takes months. And then comes the wedding day itself which in most cases begins from sun-up to sundown.

Filipino weddings are typically solemnized in the church, officiated by a Catholic priest or a pastor, depending on the religion of the couple. Garden weddings have become quite popular these days, too, but usually they are allowed only when it is not going to be a Catholic wedding.. If it is, the couple must have been married in civil rites first for them to obtain permission to get married in a garden or non-church setting.

Catholic wedding ceremonies, regardless of where thuey are celebrated, usually takes more than an hour to finish. The bride arrives in a bridal car, a carriage, or mode of transportation for that matter just minutes before the wedding. Then the church bells ring, signaling the start of the ceremony. The wedding ceremony begins with the processional of the wedding entourage composed of the groom, the parents of the groom, the principal sponsors (some have as many as 20 pairs of principal sponsors!) who will stand as witnesses, secondary sponsors who will light the candles, and put on the veil and cord, the maid or matron of honor, the best man, the bride’s maids and junior bride’s maids, the coin bearer, the ring bearer, the bible bearer, the flower girls, and finally the bride who may or may not be accompanied by her parents. Sometimes, the processional alone can take 20 minutes already!

The mass proper then begins; incorporated therein are the wedding rituals such as the exchange of vows, the exchange of rings, and the giving of the arrhae. A photo shoot after the mass is customary. This can take another 30 minutes to one hour. If you want this portion to be organized, better get the services of a professional photographer who has vast experience taking wedding photographs.

After the wedding, the guests proceed to the reception. It can be in a hotel or in the bride’s residence. Hotel wedding receptions can be very expensive, but they can be less stressful for the couple and their families as they no longer need to stress themselves out any more than they already have. Wedding receptions held in the house are more comfortable and fun, though. All the neighbors get to be invited which make the affair very memorable. They are also less expensive, but can be more tiring.

During the wedding reception, the usual rituals, such as the slicing of the cake, the throwing and catching of bouquet and garter, and the releasing of doves, are observed, with some variations. There is an abundance of food, lots of table-hopping, greeting friends and guests, picture-taking, dancing, singing, and tears of joy.

So how do Filipinos celebrate weddings? Well, Filipino weddings are joyously celebrated, that’s for sure!

 

Advertising, as we know it, probably started to prosper in 1904 when John E. Kennedy gave the world that definition: Advertising is Salesmanship-in-Print. A definition that has not been bettered since and many have tried.

But modern day advertising started a few years earlier than Kennedy when Richard Sears produced the very first mail order catalog (around 1892). This catalog contained hundreds of pages of articles for sale and each with their own sales copy. And Sears Roebuck is still going strong today, in marketing and sales.

Around this time, advertising agencies sprang up everywhere. And the people they employed and trained, left us with such treasures that all top marketers today display in their resource libraries and use to their advantage.

Shortly after Kennedy arrived on the scene, Claude Hopkins came along. He left us with a legacy we should all thank him for. He pioneered market testing, sampling, vouchers, and a whole lot more.

At the turn of the last century there were many others: Walter Dill Scott, Maxwell Sackheim, Haldeman Julius, John Caples, to name just four.

Then around the middle of the century such geniuses as Elmer Wheeler, Robert Collier and other contemporaries appeared.

Post war, advertising greats David Ogilvy, Joe Karbo, and Gary Halbert also made their mark.

And living legends Jay Abraham, John Carlton, Dan Kennedy, and Ted Nicholas, have all made many millions both for themselves and their clients.

Towards the end of the last century, the greatest marketing tool of all time was unleashed on the world – the Internet. Early pioneer of the Internet, Ken McCarthy, is still around and his “System” seminars are an absolute must attend.

The Internet has opened a whole new world for advertising and marketing. And a new breed of entrepreneur has been born. Guys like the late, great Corey Rudl, Marlon Sanders, Robert Imbriale, Yanik Silver, Jim Edwards and many others have shown what can be done and in such a short space of time.

But one thing all these “gurus” have in common is that they have studied the markets. They have studied the psychology of what makes people buy. They have learned these principles from the great masters of the past the John Kennedy’s, the Claude Hopkins, the Walter Dill Scott’s, the Elmer Wheeler’s.

And that’s what my articles are all about.

You will be taken from the very beginnings of advertising and get an insight into the writings, the ideas and the philosophies of most of the greatest marketers that ever lived.

For sure, you will recognise much of the material that is mentioned as we take the “tour” but it’s doubtful that you will have come across all of it.

All top marketers recommend that you continually add to your education and you will not do better than picking up any (or all) of the material that you will be exposed to on your “tour.”

Each manuscript mentioned in this “tour” is a desirable addition for your resource library.

Pick them up, maybe one at a time. And you will profit from them just like all the great masters have done past and present.

This article is a brief history of events leading up to the appearance of John E. Kennedy in 1904.

But it also highlights a few milestones in advertising.

1704 The first newspaper ad appeared. It was in a Boston Newsletter and sought a buyer for an estate in Oyster Bay, Long Island.

1729 Benjamin Franklin starts to publish the Pennsylvania Gazette in Philadelphia which included ads.

1742 America’s first magazine ads published by Benjamin Franklin in General Magazine.

1784 America’s first successful daily newspaper, the Pennsylvania Packet and Daily Advertiser, starts in Philadelphia.

1833 Benjamin Day publishes the first successful “penny” newspaper, The Sun. Circulation reached 30,000 by 1837 which made it the largest in the world.

1843 Volney Palow opens the first ad agency in Philadelphia.

1868 Francis Wayland Ayer opens N. W. Ayer and Sons in Philadelphia with just $250.

His first clients include Montgomery Ward, John Wannamaker Dept. Stores, Singer Sewing machines, and Pond’s beauty cream.

1873 The first convention for ad agencies held in New York.

1877 J.W. Thompson buys Culter and Smith from William J. Carlton and pays $500 for the business and $800 for the office furniture.

1880 Department Store founder John Wanamaker becomes first retailer to employ a full-time advertising copywriter John E. Powers.

Wannamaker makes famous statement: half my advertising is waste, I just don’t know which half.

1881 Daniel M. Lord and Ambrose L. Thomas form Lord and Thomas in Chicago.

1881 Procter and Gamble advertise Ivory Soap with an enormous budget of $11,000.

1886 N.W. Ayer promotes advertising with the slogan: Keeping everlastingly at it brings success.

1886 Richard Warren Sears became the world’s first direct marketer.

1891 George Batten and Co. opens.

1892 NW Ayer hires first full-time copywriter.

1892 Sears Roebuck formed.

1893 Printer’s Ink founded by George P. Rowell. A magazine that serves as the little schoolmaster in the art of advertising.

1898 N.W Ayer helps National Biscuit Co. launch the first pre-packaged biscuit Uneeda.

1899 Campbell Soup makes its first advertising.

1899 JWT becomes the first agency to open an office in London. 1900 N .W. Ayer establishes a business-getting department to plan ad campaigns.

1904 John E. Kennedy bursts onto the scene to change the face of advertising forever.

My next article will continue with the evolution of advertising as we know it.

Mail order guru Ted Nicholas said that the old marketers were the best and that they, and the works they produced, should be studied – he did!

 

Located between Panama and Nicaragua in Central America, Costa Rica boasts a proud culinary heritage. Many scorn Costa Rica food selections for being high in saturated fats, but in actuality Costa Ricans are far more active than other cultures.

Costa Rican’s, locally called Ticos, never eat excessively. Limiting their portions is one way they stay so healthy. Also, lunch is the most important meal of their day. In fact, like many Latin nations, businesses and schools close down for a couple of hours at lunch so that employees and students can go home and have a leisurely meal with their family. This allows both a strong focus on family life, but also on slowing down a meal. In America, a typical school lunch lasts a mere twenty minutes at most and work breaks are usually an hour tops, so many must eat at their desk or machine. A Costa Rican’s lifestyle is completely different.

Costa Rica food often revolves around rice and beans, such as Gallo Pinto, a dish that translates to “Spotted Rooster”. Gallo Pinto is a dish that includes black beans at a three to two ratio to rice. Also added are onions, garlic, and salt. Meats are eaten sparingly, while beans provide a high content of fiber. Fiber can help counteract the saturated fats. Costa Rica food choices rarely include dairy or cheese.

As Costa Rica has water on both sides with the Pacific to the west and the Caribbean to the east, fresh seafood is always available. Unfortunately, the seafood is also extremely expensive as the country exports the bulk of its seafood. Chicken, pork, and beef are the more popular meats. Costa Rica food supplies use organ meat as well; so expect to find dishes involving stomach, brains, and other organs on the menu. Other staples of Costa Rica food choices include fresh vegetables such as tomatoes and a variety of beans, fruits, including plantains, and rice.

Costa Rica’s capital city, San Jose, is packed with outstanding restaurants and cafes. In San Jose, one can experience bold foods and beverages. Staple beverages such as sugarcane soaked in hot water are second only to the nation’s delicious Costa Rican coffee. Drinks mixing corn meal and milk are also common. Plantains are similar to bananas in appearance, but they cannot be eaten raw. Plantains are pounded flat, battered, and fried tender.

As one travels to other regions, the choices for Costa Rica food also decrease and become more traditional with the beans and rice dishes. Beans and rice dishes are usually served alongside a carrot and cabbage or lettuce and tomato salad. Sometimes Arroz, (fried shrimp or chicken), are found on the table instead of beans and rice. The salads are typically larger than the portion of beans and rice and that helps the Ticos to stay fit.

It is possibly to choose healthy selections of Costa Rica food. Stick to plenty of fresh fruits and vegetables and enjoy the delightful blend of culinary flavors.

The unwritten rule of effective advertising involves creating ads that appeal to people’s emotions, these appeals can be broadly categorized into fear, sex, humor, music, rationality, emotions and scarcity. These appeals are something that are experienced by everyone universally, regardless of race, financial stance or intelligence.Think back to an advertisement that you can remember, what appeal did it have? chances are it fit into one of the “magic 7” appeals, perhaps even using a mixture of the appeals. Needless to say the successful advertisement is not only the one you remember, but the one you remember in a positive light. Successful marketers are able to create advertisements customers favorably recall in memory… and we all know positive attitudes lead to positive behaviors, such as consumers buying your product! Below is a guide to using the appeals, highlighting both positive and negative consequences associated with using the advertising appeals.

Fear Appeal – The first advertising appeal and perhaps the most effective to date, is the advertising appeal of fear. Fear is an emotion that has existed as long as intelligible life has walked the Earth. Fear advertising concentrates on emotional responses from customers to a perceived threat, typically severity and vulnerability. An example of a fear appeal would be an advertisement for a “web hosting” company focusing on the severity of downtime experienced on the site and the customers vulnerability of losing business due to downtime. The Good – Fear appeals tend to be very persuasive and are great for capturing peoples attention, such as an eye-catching advertisement of an injured car crash victim due to drink diving. The Bad – hard to gauge how much fear to use, too much and you can scare people away from your ads and too little fear and nobody will notice your ad.

Sex Appeal – Another universal aspect of being human, sex has been used for years by marketers to capture attention of the sexes. The use of sex can be subliminal, sexually suggestive, nudity or sensuality, ever notice how most people that appear in ads tend to be attractive? An example of sexual advertising is with the America’s Next Top Model TV series, which has ads showing the girls in sexually suggestive clothes to lure in male viewers to watch episodes. The Good – Sex is proven to cut through clutter, if your advertising in a busy time-slot using sex appeals will help your ad get noticed, this helps increase brand recognition The Bad – Sex appeals can be provocative and may cause negative reactions with different cultures (non-western) and sex appeals are so prevalent nowadays that they no longer carry the WOW-factor they once did.

Humor Appeal – Everyone loves to laugh and most people have negative attitudes towards advertising but positive reactions to humor, a consumer watching a humorous ad laughs, tells people the joke and remembers this greatly helps marketers. There are many memorable TV ads that use humor to promote their brands, the John West Salmon ad where a man fights a bear for salmon effectively leverages the humor appeal The Good – Humor is one of the best methods for cutting through advertising clutter as funny ads are more easily noticed by the increasingly time-scarce consumer, humor gets attention, stays in peoples memories and typically win awards The Bad – it is important that the joke does not overpower the brand or its associated motto, if people remember the joke but not the brand this is not effective. Advertisers must also be culturally aware as what is funny in one culture may be offensive in another.

Music Appeal – Music is something that everyone enjoys, music is something that is both personal and causes people to recall moments that are both good and bad in their life. Music helps capture attentions and link to the consumers emotions. An example of music appeal is soft drink company 7UP using the song ‘sunshine’ by the Partridge family, this helped resonate the message to their target market. The Good – using a well known song can bring back positive nostalgic memories in consumers causing them to have positive attitudes towards your brand, music’s intrusive nature means that people can still be attracted to the ad even if they are avoiding ads in general. The Bad – certain music can cause negative reactions in consumers if they relate to bad memories in the past.

Rationality Appeal – The rationality appeal relies on consumers actively processing the information presented in the ad, this appeal is typically used in print media due to the consumers having more time set aside to read the advertising in this medium. Typically rational appeals focus on the practical, functional or utilitarian needs of consumers. Rational appeals are typically used in advertising drugs or healthy lifestyle products like Vitamins, such as recent ads by pharmaceutical company Swisse which used Australian Cricket captain Ricky Ponting who asserted the individual vitamins to appeal to knowledgeable consumers. The Good – rationality is great for high-involvement products and for B2B advertising The Bad – the rational appeal must be credible as false claims can cause negative brand attitudes.

Scarcity Appeal – Scarcity is based on limitations, typically this is in the form of limited time to purchase or limited supply. Scarcity is often used with fear appeals, to help empower customers by missing out on a potential immediately negative event. Australian advertisers use scarcity appeal in cricket memorabilia advertising, by offering The Good – scarcity is great for encouraging users to take action, and is often effectively used with other promotions like coupons, sweepstakes and contests The Bad – scarcity appeals must be genuine or consumers will harbor negative attitudes towards your brand.

Emotional Appeal – Appealing to the emotions of consumers is an effective technique for capturing attention and fostering attachments for a consumer to your brand, it is generally more effective to concentrate on positive emotions like happiness, joy, trust and love. Typical industries that use emotions in their advertising copy are banks and insurance agencies who often center on optimistic emotions like happiness and joy in an attempt to reconcile commonly held stereotypes of these industries as corporate mega powers. The Good – emotional appeals combine with nearly every appeal very effectively, can be the key to building up brand loyalty amongst customer base The Bad – emotional appeals must match the target market and current PR history of the company, consumers are increasingly aware of advertising messages.

In summary, the seven appeals of advertising are useful to understand when in the beginning stages of creating an advertisement whether it be online or offline, building your advertisement around a given combination of appeals acts as a good starting point. Some tried and tested combination’s of advertising appeals includes the combination of fear and rationality (typically used in anti-smoking advertising), and the use of music and emotion generally are a good basis for any advertisement. In the end the appeals should be taken into consideration with other factors, namely your organizational marketing objectives, media strategy, target market make-up and brand strategy. If for example your organization is a local newspaper that caters to a demographic of 40 and above, and its looking to improve its brand loyalty by expressing its concern and care for the local community, a emotional or rational appeal would be most appropriate in helping you reach your marketing objective of brand loyalty with your target market.

 

It’s all over the magazines, frequently featured on television, and even some newspapers are in on the game. Advice on what to wear and what not to wear. The people we surround ourselves with tend to be all too happy to share their thoughts on our outfits. It’s hard to avoid, because the message is everywhere, and if we don’t follow the trend, we’re told we’ve “let ourselves go”.

But does it really matter? After all, the main purpose of clothing is to keep us warm and safe from the environment that surrounds us. Clothes are meant to be functional. Without fur or feathers to keep us comfortable, we rely on different materials to do the job for us. It certainly is nice when clothes look attractive, but no matter how appealing something is, if it doesn’t feel pleasant against the skin and if it is a pain to wear, why should we subject ourselves to it simply because it’s fashion?

One fashion statement has divided women’s opinions for decades – the high heeled shoe. Some women wear them because it’s generally thought that they make legs look good. Some wear them because they make you look taller. Some actually find them comfortable to wear, whilst others can’t manage to walk more than a few steps in them without twisting an ankle. They can cause foot problems, leg and back pain, all in the name of fashion. Is it worth it?

The answer is not as straightforward as it seems. Generally speaking, the older we get, the less we care about what’s in and what’s out. We’ve decided on what we like to wear and what we feel comfortable in, so when we go on a shopping spree, we’re likely to get more of the same or similar. We may get the occasional “fancy” item for special occasions, but if we like our jeans and trainers, that’s what we will return to on a day to day basis.

Like any industry, fashion is about money. The constant change in trends that makes people change the content of their wardrobes throughout the year is designed to keep us spending our cash. If fashion magazines told us that the latest must-have is, in fact, the same must-have as last year, and the year before that, people would only replace that item if it were damaged or if it didn’t fit anymore. To keep customers on their toes, and to keep people in the industry in work, fashion must keep evolving.

That doesn’t mean that we have to follow along. Not unless we want to. There’s no point in purchasing clothes just because they’re trendy if we cannot afford or long to do so. Yes, pretty clothes can help when we want to attract a partner, but unless that partner is part of the fashion industry or someone who follows the latest trends to the dot, they’re unlikely to care all that much.

My advice is to go for what you like, regardless of what the media tell you to wear. If you want to look good, just about anything will work if it’s suitable for your body type and skintone. If you like to dress to impress, go for it. If you like your high heels, go for it (though I wouldn’t wear them all the time – give your feet the break they deserve). If you like your clothes made for comfort, feel free. Don’t let anyone tell you you’ve let yourself go just because you like your hooded tops. They don’t have to wear them.

Everyone should be free to dress how they like. If you like what you wear, it helps you feel confident, and that’s far more attractive than the latest designer dress.

 

Communication is always one of the most important and vital strategic areas of an organization’s success. You can have the best or most innovative products or services, but if your internal and external communications are weak, then the demand for your products or services raises a personal flag of concern. When communicating the value of your products or services, you want to focus on how they will benefit your clients.

When planning your strategy for Integrated Marketing Communication or IMC, you want to have dialogue with your customers by inviting interaction through the coordinated efforts of content, timing and delivery of your products or services. By ensuring direction, clarity, consistency, timing and appearance of your messages, conveyed to your targeted audience, these factors will help avoid any confusion about the benefits of your brand, through the connection of instant product recognition.

When looking at your marketing mix, you’re examining price, distribution, advertising and promotion, along with customer service. Integrated marketing communication is part of that marketing mix included in your marketing plan. IMC strategies define your target audience, establishes objectives and budgets, analyzes any social, competitive, cultural or technological issues, and conducts research to evaluate the effectiveness of your promotional strategies.

If companies are ethically planning, communicating, and following industry guidelines, they will most likely earn the trust of their customers and target audience. There are five basic tools of integrated marketing communication:

1. Advertising:

This tool can get your messages to large audiences efficiently through such avenues as radio, TV, Magazines, Newspapers (ROP), Internet, Billboards and other mobile technological communication devices. This method can efficiently reach a large number of consumers, although the costs may be somewhat expensive.

2. Sales Promotion:

This tool is used through coupons, contests, samples, premiums, demonstrations, displays or incentives. It is used to accelerate short-term sales, by building brand awareness and encouraging repeat buying.

3. Public Relations:

This integrated marketing communications tool is initiated through public appearances, news/press releases or event sponsorships, to build trust and goodwill by presenting the product, company or person in a positive light.

4. Direct Marketing:

This tool will utilized email, mail, catalogs, encourage direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics.

5. Personal Selling:

Setting sales appointments and meetings, home parties, making presentations and any type of one-to-one communication, to reach your customers and strengthen your relationship with your clients, initiate this IMC tool.

Decisions linking the overall objectives and strategies during the marketing planning phases help to evaluate and fine-tune the specific activities of integrated marketing communication. Before selecting an IMC tool, marketing, product and brand managers must look at social, competitive, legal, regulatory, ethics, cultural and technological considerations. One thing you want to avoid when activating the tools of integrated marketing communication is reaching inappropriate audiences and causing controversy. That could be damaging when trying to build brand awareness and encourage consumer spending with your company. When marketing managers examine the beliefs, emotions and behavior of their targeted audience towards their brand, they can influence their beliefs to achieve product awareness, by attracting attention to their promotional campaigns.

Space… The final frontier…

It is also a land loaded with floating metal objects that rotate the planet and beam signals back to our gadgets. One of these floating metal objects is a satellite designed to push radio programming to our receivers. In the United States the only brand on the market is Sirius XM satellite radio.

Satellite radio is filled with hundreds of stations with programming that varies from hit to obscure music; talk programming from conservative views to home design tips to Howard Stern. Essentially it is a medium that offers something for everyone. This is one of the reasons it is becoming a very popular option for satellite radio advertising.

A common misconception about the medium is that it is “commercial free”. While the music stations do remain free of any satellite radio advertising, the talk stations do not. They have several commercial breaks per hour just as any talk show on AM or FM radio would. The shows that offer advertising options are quite diverse and offer advertisers a way to micro-target an audience with a specific interest.

What does satellite radio advertising cost? The answer to that question will vary depending on the station you want to advertise on. Some of the more nich’ formats with a lower audience can fall as low as fifty dollars per commercial, while the top stations such as Howard Stern may cost hundreds of dollars per airing because the reach of a station like this is much greater.

Satellite radio offers smaller and medium-sized companies that do not have a large budget the opportunity to reach a national audience.

This is something new, because the price point to reach a national audience on national TV or a syndicated radio show can be far to cost prohibitive for most small and medium sized businesses. With a starting budget of around 5k, almost any business can have their message broadcast to the nation through satellite radio advertising. The message can also be targeted to a very specific group of people based on the programming that the radio commercial airs on. Programming targets range from pet lovers to cigar enthusiasts to new moms and everything in between.

What was once the work of science fiction, is now a medium that puts another tool in the arsenal of small business when they want to get an effective message out to the masses on a restricted budget.

The four major Fashion Weeks are held semi-annually and internationally. Each one of the Fashion Weeks has a unique style, all their own.

In 1943, New York held the first Fashion Week, and has been the quintessential idea of fashion week ever since. Now known as the Mercedes-Benz Fashion Week, it does seem to be the most commercialized of the big fashion shows, in that the clothes are created ready-for-market. Its styles and designs are arguably a lot ‘safer’ than the other three locations.

In 1984, London jumped on the fashion train and recently has been making a splash with its high-end couture. London Fashion Week has not yet reached the commercial level of New York and is less likely to follow fashion trends. Rather, each London fashion house showcases its unique take on fashion-forward concepts, and their collections are still market ready. The heavy hitters in London like Richard Nicholl, Christopher Kane and Giles Deacon are all amazing designers who produce commercially viable collections that would stand out at any of the fashion shows around the world.

Milan’s version of the week was established in 1958 and is part of the Big Four internationally. It is owned by a nonprofit association which disciplines, coordinates and promotes the development of Italian Fashion and is responsible for hosting the fashion events and shows of Milan called Camera Nazionale della Moda Italiana. The original Italian Fashion Week was not held in Milan, instead it was held in Florence at the hands of Giovan Battista Giorgini. He held the first “fashion parade” in the living room of his house “Villa Torrigiani”. Then the Italian week later moved to Rome, and then Milan where it is currently held in haute style today.

Paris is known as the fashion capital of the world, and holds the finale position in the fashion show tour. Paris Fashion Week brings each season’s chaotic schedule of international fashion weeks to an end. High-end French designers include: Christian Dior, Coco Chanel, and Louis Vuitton along with many more stunningly talented designers. Typically, Paris has some of the most extravagant shows, especially with Paris Couture Week.

No matter which of the Big Four is your favorite, each week is sure to dazzle its audience with new haute couture designs year after year. In addition to haute couture trends, innovative fashion designs have also been making a big impact, especially in New York, the only location that allows a fashion school to feature its students’ designs, which are often very fresh and inspirational. It is definitely important to keep up with the latest runway styles from all four weeks to stay on top of upcoming trends for the next season.