Starbucks Case Analysis Essay Example | Topics and Well Written Essays - 2000 words

Starbucks Case Analysis - Essay Example The firm that is dissected in the paper is Starbucks espresso organization that wandered into the market in 1971 on account of three representatives who had love for espresso and tea. They felt it was significant for the individuals of Seattle, Washington to approach their espresso. They sorted out themselves, and after ten years this organization had four retail locations and a simmering plant selling veritable bean espresso inside Seattle as it were. As time passed by, this organization extended to different urban areas like Vancouver, Portland, and Chicago, and by 1991 Starbucks included more openings inside air terminals. It had additionally ventured into the mail-request inventory, at that point further to the province of California. Having developed this far, the organization started appropriation of fruitful items and brand augmentations that remembered offering espresso to travelers for United Airlines flights. This helped their potential that later seen them begin offering i ndividuals the choice to buy the company’s items at the solace of their homes through Starbucks’ online administrations. As of now, Starbucks vital position is to give chief purveyor of the best espresso around the globe while simultaneously keeping up its solid standards as the organization keeps on developing. Its endeavors created by trustworthy dynamic are helping the organization accomplish the best nature of the items. Their primary item, which is espresso, has consistently been of the best quality or more completely made by representatives who are enthusiastic about espresso. They keep up moral measures as they hotspot for the best espresso beans that are they at that point cook it with incredible care2. As to showcase, this organization has an extraordinary key position when managing their customers as they guarantee a completely made drink that they convey at a human association level. Starbucks approaches its partners with deference and poise consequently mak es a gainful spot for one another. Outer Analysis Starbucks is confronting difficulties simply like some other organization. The above all else challenges that this organization is doing combating now is the current monetary emergency that is influencing America. Because of assets unrest that the present condition of economy is presenting to organizations, Starbucks has diminished its absolute use, yet in addition compelled to close the greater part of its stores. In 2008, the organization reported that it was going to shut down 600 stores in various pieces of United States of America3. Money related based reasons like personal duty, dangers identified with outsider finish understandings, and advantages related with the conclusion of stores inside the foreseen period just as cost of sparing anticipated that drove should this lethal attract to the company’s development plans. Extra difficulties confronting Starbucks contain managing contenders. Right now, there are various bis tros inside significant urban communities across around the world and are presenting absolute dangers to Starbucks, as they are for the most part vieing for similar clients. 2. Flamholtz, E. and Randle, Y. Corporate Culture: The Ultimate Strategic Asset, (California:Stanford University Press), 20. 3. Thompson, J., et. al., Strategic Management sixth. (California:Cengage Learning EMEA, 2010), 382. A portion of these contenders include: Nestle, McDonalds, and Dunkin Donuts. Standing apart to create clients is significant yet a hard assignment to perform. Thusly, with the end goal for Starbucks to ease rivalry shrewdly, it is vital for this organization to recognize their rivals and realize what they are at present doing and how they can be at the highest point of the game in spite of hardened rivalry. Inner Analysis Starbucks has inside capacities that make its activities smooth. For example, because of Howard Schultz’s endeavors to make Starbucks a superior working spot, Starb ucks now has proficient representatives who are acquainted with the company’s items, set up the company’s coffee drinks without missing any detail, inspired, talented, convey reliable and

The History Of Earnings Management Accounting Essay

In the last scarcely any decennaries the universe financial framework has changed. Without a doubt, central point on its structure had globalization, concern solidarity and designing. These techniques changed the activity of little, medium, and huge concerns. In the start of twenty-first century there are numerous sensational cases that are identified with overall gains course fakes. These occasions irregularity overall financial framework ; they carry inadequacy of trust to speculators for showcase stock and this prompts mislead data about total compensations. These bogus reviews and made abuses brought a notion that investors will make flawlessly everything to build their overall gain. Truth be told, I have come to accept that overall gains quality is one of the vast majority of import aspects in monetary universe in the current twenty-four hours. The board total compensations play a significant capacity for money proclamations and monetary records, as they straight influence secur ities exchanges, Bankss, speculators, leasers and numerous financial foundations. The aim of this exploration paper is to answer the request what overall gains bearing is and how chiefs and listeners follow the guidelines using the rules of this device. For what reason is it so of import? Overall gains are an aggregate of total compensation that organization produce in a specific time of clasp. â€Å" Net wages quality alludes to the capacity of announced total compensations to mirror the organization ‘s genuine overall gains, each piece great as the utility of revealed total compensations to anticipate future total compensations † . Monetary articulations are utilized in cognizing and foreseeing the status of the organization to have the option to do a pick about stocks, notes, and others fluid resources. Monetary proclamations other than allude to consistence, stableness and fortitude in study overall gains. Bookkeeping does non cognize one straightforward rating technique for figuring and demoing overall gains. That is the reason it is so difficult to mensurate them and think about them through the business sectors. Total compensations show up in grouped figures: total compensation, grosss, runing overall gains and so on. Frequently these elements do non expect anything to anyone and they do non loan for utile data about an organization ‘s position. I would wish to answer what grounds and inspirations drive chiefs to total compensations heading. I imagine that inspirations and objects are extremely of import and they can affect our thoughts that lead to our activities and conduct. I will so talk the theoretical model for overall gains course and its utilization procedures. In the past mature ages reviews have put progressively a more grounded point of convergence on misrepresentation detecting and extortion disincentive. This investigating endeavor has begun giving better results. The army of total compensations fakes begin reducing. In any case, there is as yet a huge per centum of organizations that utilization course total compensations in the off base way, that is the reason I would wish to demo what strategy listeners can use in watching extortion in heading overall gains. On history of numerous cheats and liquidations of enormous houses in the United States and Europe, there has been an ascent in contribution of nature of monetary articulations and financial investigations through listeners. The term, overall gains bearing is non new, it has been utilized in old mature ages. Mrs. Katherine Schipper was one of the main who characterize overall gains heading. She characterized it as: â€Å" aë†â ¦.purposeful intervention in the outside monetary inclusion system, to acquire some private expansion † ( Schipper ) . Another however progressively advanced record was given by Healy and Wahlen: â€Å" Net earnings bearing happens when executives use decisions in monetary inclusion and in organizing minutess to change financial investigations to either mislead a few partners about the understood in financial open introduction of the organization or to follow up on legally binding outcomes that rely upon the detailed bookkeeping Numberss † ( He aly and Wahlen ) . In basic words, it is utilization of a house ‘s total compensations ( straight or in a roundabout way ) to run into investors and financial specialists viewpoints in specific times of clasp. I discovered a wide range of positions and positions about total compensations bearing. I induce that meaning of total compensations course experiences lack of accord about the meaning of overall gains bearing. It sympathetically comprehensible that numerous bookmans decipher this term in any case. For some individuals it is simply an originative administrative asset that shows an organization from its best side. In any case, in my slant Scott gives the best definition: â€Å" the pick by a chief of bookkeeping strategies in order to achieve explicit points. Overall gains heading can be essentially delegated either bookkeeping related, influencing the utilization of bookkeeping records through forceful or misleading uses of bookkeeping rules, or working related, influen cing picks made by bearing sing the planning of contributing or working exercises, with the outcome that revealed total compensations are affected by these picks † ( Scott ) . We can recognize grouped inspirations for total compensations bearing. Definitely, it is non a protected activity and it ties to risk of damage a notoriety and condemnable obligation. Organizations will arraign in this example just on the off chance that they should and it is their last choice and pick. We can pick and spot the five the most widely recognized inspirations for this method: securities exchange benefits, hiding private data, political costs, inner inspirations, and improving. The financial exchange depends on data, which implies that speculators need to cognize the guess of the monetary side of the organization before they purchase stock. Collaboration between those two natural structures is truly elevated on the grounds that puting in stock is an extremely perilous activity. Financial specialists oftentimes put resources into effective and conceivably productive houses. Firms need to look great and solid in arranged financial investigates. These components can simple power houses towards overall gains course. By run intoing viewpoint of financial specialists, organizations anticipate more significant yields, which will follow better hard money stream and stableness for an organization. On the different manus, by demoing negative salary and pour pay articulation a house opens itself to a sensational diminishing in the organization ‘s worth and capital. Which gives negative stock gross. The more grounded prompting so the higher possibility that chief s will use total compensations heading to expand its pay, which will hold outcome on better visualization investigation for organization ( Payne and Robb ) . To summarize, organization assault total compensations course sensibly effectively in light of the fact that they need to stay in â€Å" game † and they anticipate that their challenger should make something very similar. Concealing private data is process whereby hiding some data executives accomplish their closures. It is difficult to elucidate the examples of house ‘s bookkeeping to the open members. On the off chance that the financial specialists can non recognize a strategy for bookkeeping they more probable will non put their benefits in the house. To better data of the organization, executives may follow more straightforward and more clear strategies which result adjusting in total compensations frequently ( S. Verbruggen, J. Christaens, and K. Milis ) . The accompanying component that can follow up on monetary explanations is specialists. Assessment Torahs and various sorts of specialists statutes may affect avarice for modifications in heading overall gains. Enormous organizations do non want to huge effect by lawmakers and control by authoritiess. Similarly long as legislators do non demonstrate at houses for lack of fluid or wasteful stock segments, organizations accomplish they work. Financial examinations are actually as often as possible scrumptious piece for government officials. One of the most powerful factors in my supposition is doing the CEO articulation great. It happens in view of the avarice in individuals, especially for CEO or CFO and their impulses with their notoriety. It typically exists when an organization changes its Chief official or when the CEO resigns and the person in question likes to go forward positive sentiment after its bearing, which of class outcome in an enormous whole of fillips. Last representation of an inspiration for total compensations course is inside inspirations. Regardless of whether an organization does non hold to demo its tasks and total compensations to partners or specialists, it can in any case use this integral asset to make its yearly finishes and to accomplish its open introduction program. I will focus currently on examples, procedure and quick one that chiefs use. How do houses pull off overall gains? The most straightforward and the quickest way to hide or demo a group of total compensation in financial informations is by using aggregations. Orchestrating to J. Jones and his work in â€Å" Earnings bearing during of import mitigation tests † , a large portion of the organizations utilize startling aggregations or extremely like those that they use in their books to do up a distinction between its existent resources for its end. He selected every one of their strategies to arranged sorts of classs. Grouped sorts of these strategies are total compensations heading through: explicit collections, disclosure and ‘real activity ‘ , cost designation and development of managing which alludes to change monetary informations. The principal kind of procedure that a house can use is overall gains bearing through explicit gatherings. It happens actually every now and again that course can use explicit bookkeeping standards in its monetary proclamation in light of the fact that a house can happen itself specifically condition of affairss or specifically industry. These particular condition of affairss offers more space for various picks of bearing since law or guidelines are non extremely explicit. As a result it gives sufficient grounds to climb up houses total compensations. This free pick of perusing for representatives carries taking care of listeners and their tests. Instances of these examples are typically known in Bankss, protection and possessions industry. In these businesses houses can sensibly simple oversaw advance ‘s losingss, rating of belongin

Peek Over Our Shoulders What Rioters Are Reading on April 15, 2016

Peek Over Our Shoulders What Rioters Are Reading on April 15, 2016 In this feature at Book Riot, we give you a glimpse of what we are reading this very moment. Here is what the Rioters are reading today (as in literally today). This is what’s on their bedside table (or the floor, work bag, desk, whatevskis). See a Rioter who is reading your favorite book? I’ve included the link that will take you to their author archives (meaning, that magical place that organizes what they’ve written for the site). Gird your loins â€" this list combined with all of those archived posts will make your TBR list EXPLODE. We’ve shown you ours, now show us yours; let us know what you’re reading (right this very moment) in the comment section below! Kate Scott   I Am Malala: The Girl Who Stood Up for Education and Was Shot by the Taliban by Malala Yousafzai: Overdrive find. It’s been on my to-read list for a while. (Audiobook) Brenna Clarke Gray   Mary Wept over the Feet of Jesus by Chester Brown: I read every comic Brown creates, even when he drives me crazy (which is often). (Hardcover) Red: A Haida Manga by Michael Nicoll Yahgulanaas: a reread for a project I’m working on. Such an important, formally exciting comic. (Paperback) Jessica Woodbury   Delicious Foods by James Hannaham: I kept hearing about this book and I am so glad I finally got to it. The author reads the audiobook and if you’re into audio, I HIGHLY recommend it. A really brilliant and different book. (Audiobook) Negroland by Margo Jefferson: Hooray for finally getting this book, which I’ve had on hold from the library for approximately a million years! (Hardcover) All the Single Ladies by Rebecca Traister: So I’m a single lady, and thus the target audience here. But I am just eating it up. (e-book) Swapna Krishna   Smoke by Catherine McKenzie: I’ve read a few of McKenzie’s books, and I’m intrigued by this novel. It’s about a woman who’s spent most of her adult life fighting forest fires, only to find the tables turned as a wildfire threatens her home and her marriage is in shambles. So far, so good! (Paperback galley) The Laws of Medicine: Field Notes from an Uncertain Science by Siddhartha Mukherjee: This short book consists of Mukherjee’s TEDx talk about the principles of medicine, though it’s easy to apply his insights to any profession. (E-galley) Rebecca Hussey   Violation: Collected Essays by Sallie Tisdale: I’m reading this essay collection for a review. I’m four pieces in, and so far it’s fabulous. The essays cover several decades and a wide range of subjects. Her essay from the 1980s on working in an abortion clinic is outstanding. (Paperback galley) Liberty Hardy   The Fire This Time: A New Generation Speaks about Race by Jesmyn Ward (Scribner, Aug. 2): Ward used Baldwin’s Fire Next Time as inspiration to gather this collection of essays from an astounding group of writers. (e-galley) The Pilo Family Circus by Will Elliott: This is a seriously weird gross, violent, effed up book. About clowns. I’m loving it. (paperback) Known and Strange Things: Essays by Teju Cole (Random House, Aug. 9): OH YES. This is Cole’s first book of essays, with more than fifty pieces on politics, photography, travel, history, and literature. (e-galley) Vow of Celibacy by Erin Judge (Rare Bird Books, Aug. 9): This novel is a freaking delight so far, about a woman who decides to take a vow of celibacy, swearing off getting involved with anyone until she can get herself straightened out. (galley) A.J. O’Connell   The Ballad of Black Tom by Victor LaValle: Super-excited to listen to this twist on H.P. Lovecraft’s bigoted story The Horror at Red Hook. Also, bonus! It’s narrated by Kevin Free, who narrated Sorcerer of the Wildeeps like a goddamn slam poet. (audiobook) It Happened One Doomsday by Laurence MacNaughton: A reluctant sorceress. Her Kesha-esque shapeshifting warrior BFF. Her wisecracking employee. A hunky mechanic who is being transformed into one of the four horsemen of the apocalypse. Possessed cars. Oh, and a dentist. This book has pretty much everything in it. (egalley) Derek Attig   The Underground Railroad by Colson Whitehead: I love-love-loved Whitehead’s Zone One and The Intuitionist, which was more than enough reason to pick this up. (That I’m trained as a historian and fascinated/challenged by fiction about slavery doesn’t hurt, either.) (egalley) The Wangs vs. the World by Jade Change: A big story about a big, messy, Asian American family written with verve and rhythm? Sign me up. (egalley) The Queue by Basma Abdel Aziz: The pitch for this book is fascinating, and it seems likely to hit notes and themes from books as different (and as beloved by me) as China Mieville’s The City and the City and Saleem Haddad’s excellent new novel, Guapa. (egalley) The Dollhouse by Fiona Davis: I’m a sucker for historical fiction about women, careers, and urban life. So this was a natural. (egalley) Rachel Weber   The Crow Girl by Erik Axl Sund: Swedish crime doesn’t come much heavier than this. I’ve just started this thriller and I feel like I’m reading it from under a pile of thick black blankets that smell like bleach and murder. But in a good way. (egalley) Smoke Gets In Your Eyes And Other Lessons From The Crematorium by Caitlin Doughty: Did you know they blend the bits of bone left over after a body is burned? They Nutribullet you. Facts like these are why this book is aces. (Hardcover) How I Became a North Korean: A Novel by Krys Lee. I have a fascination with non-fiction about North Korea so I’m excited to extend my obsession to novels. (egalley) The Twelve by Justin Cronin: I’m so excited about the upcoming The City Of Mirrors that I’m returning to The Twelve to be properly prepared. Welcome back to my wheelhouse, virals. (ebook) Sarah S. Davis   The Nest by Cynthia D’Aprix Sweeney: The Nest was billed as a buzz book of the spring, and I am indeed enjoying it. The dynamics among the Plumb siblings remind me a little bit of Jonathan Franzen’s The Corrections. This novel is highly readable, hysterical, and hard to put down. A Storm of Swords by George R. R. Martin: I finished the second book in the A Song of Ice and Fire series last month, so I’m continuing on with the third book, A Storm of Swords. Many fans say it’s the best one, and with the much-anticipated sixth season of Game of Thrones arriving in a matter of weeks, my GOT/ASOIAF obsession is at an all-time high. Sunday’s on the Phone to Monday by Christine Reilly: Another domestic drama, Sunday’s on the Phone to Monday is a Royal Tenenbaums-esque look at a family plagued by mental illness and the artistic need to create. When We Collided by Emery Lord: This was my pick earlier in the year here at Book Riot for my most anticipated read of 2016. This novel explores a relationship between a bipolar young woman and a grieving young man. It is a subject close to my heart, so my expectations are high. So far, I don’t think I’ll be disappointed. Aram Mrjoian   New American Stories edited by Ben Marcus: Assigned reading for my current writing workshop, but I’m pretty stoked about it because I’m on a huge short story kick. Susie Rodarme   The Hospital Always Wins by Issa Ibrahim: I am just about to finish this up and it might be one of the best books of the year so far for me. I picked it up because I’m always down to read mental health memoirs; the prose is fantastic. (egalley) Not a Self-Help Book: The Misadventures of Marty Wu by Yi Shun Lai: Rosalie from Shade Mountain Press asked if I wanted to read this and I was basically like “oh hell yes” because it looks great. Dat cover art, too. (egalley) Skeleton Crew by Stephen King: I had the urge to revisit some of his short work because it’s pretty boss. Also possibly working on a King-related project. (ebook) Deepali Agarwal   The Loving Spirit by Daphne du Maurier: Rebecca is one of those books for me which if someone brings up, they better be prepared to hear an hour-long extempore monologue on why it’s amazing. Recently picked this one up at a thrift shop for ? 100 (roughly $1.50) and can’t wait to see how du Maurier’s debut novel fares. (paperback) Eat the Sky, Drink the Ocean (ed. Kirsty Murray, Payal Dhar, and Anita Roy): I can’t believe this book has escaped me for so long. Speculative fiction and graphic stories from 20 women authors (!!) from Australia and India. So far I’ve mostly just flipped through the artwork, but I just *creepy book-spine stroking*. (paperback) Tasha Brandstatter   Young Teacher by Bobbi Ruggiero: Recommended by a friend on Facebook. (ebook) The Art Forger by BA Shapiro: Came across the audiobook on Hoopla and it’s read by Xe Sands. (audiobook) The Witch’s Market by Mingmei Yip: I love books about witches. (paperback) How to Steal the Mona Lisa and Six Other World-Famous Treasures by Taylor Bayouth: I’m also a sucker for books about art crime. (paperback)   S.  Zainab Williams Before the Feast by SaÅ¡a StaniÅ¡ic, translated by Anthea Bell: I randomly found this one while searching for fairy tales and decided to pick it up because I’ve been wanting to read more books in translation. (egalley) White is for Witching by Helen Oyeyemi: I loved Boy, Snow, Bird and can’t wait to get into my next Oyeyemi read. (Paperback) Embassytown by China Miéville: Miéville came highly recommended at the L.A. Read Harder book group and I’ve been hearing so much praise for himand then I realized Ive had Embassytown in my Scribd library for who knows how long. (audiobook) E.H. Kern The Broken Kingdoms by N.K. Jemisin: I have been curious about Jemisin for a while and so far she is really living up to her reputation as one the finest science fiction authors of today. The Broken Kingdoms is the second part of The Inheritance Trilogy. I already read the first part, The Hundred Thousand Kingdom, and I loved it. I have read about one third of The Broken Kingdoms and I love it even more. (Paperback) Danika Ellis   The Broken Kingdoms by Lillian Faderman: I’ve had this massive book on my shelf for years, but I’ve been craving some lesbian lit crit, so I think now is the time to tackle it. (Hardcover) The Vesuvius Club by Mark Gatiss: After making my boyfriend read several of my recommendations, he’s insisted it’s time I read one of his. This is basically Oscar Wilde as a secret agent, so I can’t complain. (Paperback) Jamie Canaves   Out by Natsuo Kirino, Stephen Snyder (Translation): Japanese crime fiction is the only selling point I need. (paperback) French Concession by Xiao Bai, Chenxin Jiang (Translation): This was in one of Liberty’s many, many, MANY book lists, so I dove in as soon as I bought it. (ebook) Here Comes the Sun by Nicole Y. Dennis-Benn: Picked it up because it’s set in Jamaicaâ€"I’m on the last chapter and it’s fantastic!  (egalley) The Prince of Los Cocuyos by Richard Blanco: Trying to read more non-celeb memoirs. Plus, the title reminded me of catching cocuyos (glowing click beetles) as a child. (ebook) Claire Handscombe   The Queen of the Night  by Alexander Chee. I’ve heard so, so much about this one (mostly from the Book Riot folk), and I’m delighted my Book Club took up my suggestion of reading it this month. Got some power reading ahead of me in the next week…

The Most Evil Character in King Lear Goneril Essay

There is such an incredible amount of killing, violence, and deceit in King Lear by many characters that it is difficult to choose the most evil character. The most evil character may deceive one into thinking she is less evil than she is, but upon closer inspection it is quite clear that the most evil character is Goneril. Nevertheless, some may think Edmund, Cromwell, or Regan are the worst, but for a variety of reasons Goneril surpasses their evil. First of all, how does one define evil? Anything highly immoral is evil. In terms of the play King Lear, the most common form of evil is deceit and cruelty. Cromwell and Regan showed violence towards Gloucester by gouging out his eyes. However Cromwell does not try to deceive anyone. He†¦show more content†¦Goneril killed herself when Albany found out she killed Regan. Goneril did not have any true allies. She was not even an ally with herself because of her suicide. Cromwell and Regan had each other for allies. Not only did Go neril lie and cheat, but also as mentioned earlier she committed many acts of violence. She killed Regan and herself. She conspired to kill Albany. If she did not turn her back on her own father, the whole tragedy would have never happened. Goneril was more of a leader than Regan, so it is suspected that Goneril devised up the plan for Lear. Her actions spurred on a spiral of tragic events. Consequently, her decision destroyed many characters. Gloucester would have never been blinded and eventually killed from misery because he would not have tried to help Lear. Therefore Goneril is more evil than any other character because she lied the most, and did the most harm to everyone else. Goneril is not loving at all. She fakes her love for Regan and Lear. She has a supposed love with Edward. This is most likely not true love. She never showed true signs of love (even for Albany) prior to her ‘love’ with Edward. It could not have been true love because it was tainted with jea lousy. Love is never jealous. When one loves another, they want the other person to be happy and make their own choices. If Edward did prefer Regan, and Goneril truly loved Edward, Goneril would letShow MoreRelatedShakespeare s King Lear Essay : Power Of Honesty1149 Words   |  5 PagesMathew Larosiliere King Lear essay Dr K The Power of Honesty Shakespeare s King Lear is a play that follows Lear, the aging king of Britain, as he decides to step down from the throne and divide his kingdom evenly among his three daughters. Lear and a handful of other characters encounter many obstacles throughout the story. This play highlights human nature at its highest and lowest. 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The Role of Mercutio in Romeo and Juliet Essay examples

The Role of Mercutio in Romeo and Juliet In William Shakespeares Romeo and Juliet, each character plays a specific role in driving the action forward and shaping the plays theme. One secondary character, Mercutio, is essential to the play. Mercutio is the Princes kinsman, but more importantly, he is Romeos friend and confidant. Mercutios concern is always for Romeo and for peace between the two families, the Capulets and the Montagues. Mercutio is the first to see that Romeo is deeply in love. In Act 2, scene 1, Mercutio calls for Romeo by saying, Romeo! Humors! Madman! Passion! Lover! He then says, my invocation is fair and honest, in his mistress name†¦. Mercutio shows his†¦show more content†¦Love has already overcome him and controls all of his thoughts and actions. This love prevents Mercutio from saving Romeo and keeping peace between the families. In Act 3, scene 1, Mercutio fights Tybalt on behalf of Romeo and his relationship with Romeo. Romeo attempts to break up the fight, but Tybalt stab s Mercutio. As he is dying, Mercutio says, A plague o both your houses! I am sped†¦. He repeats this phrase twice more before he dies. It is after Mercutios death that Romeo realizes what will be the consequences of his love affair. This leads Romeo to kill Tybalt, which in turn, leads to his exile and eventual death. Romeo says in line 135 of the same scene, O, I am fortunes fool. Mercutio was correct in his predictions. The love between Romeo and Juliet ends up a tragedy for both families. Mercutios character is essential in driving the action forward in this play. He foreshadows the devastating events, serves as Romeos friend, and gives the audience important information throughout the play. Mercutios death is the turning point in the play. For all of these reasons, Mercutio is essential to the play. SUMMARY Mercutio and Benvolio are discussing the hot day and the possibility of a quarrel. 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I am going to be analysing act 3, scene 1, concentrating on how Shakespeare makes this scene dramatic and how it is pivotal in terms of the plays key themes and events. Prior to this scene we have witnessed the rivalry between the two leading families, Capulet and Montague and the hostility they hold towards one another. Romeo, the son of a Montague, turnsRead MoreAre Humans Consciously Making All Of Their Own Decisions,1312 Words   |  6 PagesAre humans consciously making all of their own decisions, or is there a deciding factor? In the play Romeo and Juliet, written by William Shakespeare, there are two feuding families, the Montagues, and the Capulets. The children of the two families fall in love and the play is the based on their story. Tragic events happen throughout the play based on the previous actions. In the play Romeo and Juliet, fate is the cause of all the tragic events as seen through the attitude of the characters, the fightRead MoreRomeo and Juliet Impulsive Behavior758 Words   |  4 Pagesitself. In The Tragedy of Romeo and Juliet by William Shakespeare, this becomes apparent to the reader in many cases. Romeo is a very flawed character whose impulsive behavior led to the death of not only himself but also his beloved Juliet. Romeo quickly changing his u ndying love he felt with Rosaline to Juliet without any remorse, later when he kills Tybalt without thinking of the consequences, and again when he learns of Juliet’s death. Romeo’s hasty attitude plays a huge role in his life, and this

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Surrogate Advertising Essay Example

Surrogate Advertising Essay Surrogate Advertising-Enforced Innovation: An inside-out overview of Indian Liquor and Tobacco industry Presented by: SUBHABRATA BANERJEE MBA – DAY INDIAN INSTITUE OF SOCIAL WELFARE AND BUSINESS MANAGEMNT ROLL NO: 107/MBA/080004 REGN NO: 19779 of 2001-2002 Acknowledgement I deem it a privilege and pleasure in submitting the dissertation paper â€Å"Surrogate Advertising-Enforced Innovation : An inside-out overview of Indian Liquor and Tobacco industry† which is in partial fulfillment of the requirements of MBA program of Indian Institute of Social Welfare and Business Management, Kolkata. I would like to extend my sincere gratitude and profound thanks to Dr. S. N Roy (Head of the Department, MBA (Day), Dr. Tanima Roy (Faculty, MBA (Day)) and Dr. Archana Sharma (Faculty,MBA(Day)) for their guidance, co-operation and valuable feedback extended to me to complete the dissertation paper. I also would extend my gratitude towards Mr Shubhadeep Nag(Brand partner, rediffusion D Y R), Mr Kaustuv Bhadra (Vice-president and Branch-head, Mudra communications,kolkata) and Mr Sudarshan Banerjee (Vice-president and branch-head, Genesis Advertising, Mumbai) for their valuable suggestions which enriched this study. Besides this, I would also like to place on record my thanks towards the number of people that I met during the course of research study. Due to constraints of space, it would not be possible to name all of them. Date SUBHABRATA BANERJEE ABSTRACT We live in a complex world where we respond in extreme ways to what we view as extreme pressures. The ethical debate rages around surrogate mothers. Yet it is difficult to deny they perform a great service for those who use them. We will write a custom essay sample on Surrogate Advertising specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Surrogate Advertising specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Surrogate Advertising specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Closer home, surrogate advertising has been around ever since someone decided that certain things were probably not good in the interests of the community at large. It is really difficult to express an opinion, leave alone pass judgment on matters that are personal. There is also the question of personal rights and many of them are happily enshrined in Constitutions of progressive nations the world over. Who is anyone to decide whether I can sip my daily quota of what started off as eau de vie, or the water of life and then rapidly transformed itself into its present day avatar, Scotch? People have spent years perfecting a heavenly blend of spirits, and imparted to it the smoky flavour that could come only from the peat of Scotland and the pristine Highland water. Several others have made methode champenoise into a fine art and have succeeded in bottling the very soul of France in green bottles that, when uncorked, seem to scream celebration. Who has the right to decide if I can deeply inhale the rich aroma and full-bodied flavour of carefully rolled Virginia tobacco? Every time I nonchalantly put one of those sticks to my lips I feel I have mounted a wild mustang and I am riding down the lonely mountain trails of Colorado. Forget the hype. Forget the imagery we have all grown up with. The Government has the right, invested in it by you, to decide whether you will get transported to the chalky fields of Champagne or the misty heights of Scotland, or for that matter the Wild West. And the Government in its wisdom has decided that advertising for tobacco and liquor is a big no-no. So does that mean you lose the right to tipple or smoke? Certainly not. The wisdom of the Government extends only to banning the advertising of tobacco or liquor. Not to the manufacture or marketing of these supposedly deadly substances. It is legal to manufacture liquor and cigarettes or bidis. It is legal to sell cigarettes at every roadside stall, even to unsuspecting children. It is illegal to advertise it. And that is precisely why you have to live with surrogate advertising. The literal meaning of ‘Surrogate advertising is copying the brand image of one product to promote another product of the same brand. It can be defined as the strategy used by manufacturers and advertisers to promote a product surreptitiously, the advertisement of which is banned by the law of the land. In this study, I have tried to found out the impact of Surrogate Advertising not only on the brand-recall but also on the consumer psychological traits which affect our daily lives. OBJECTIVE OF THE STUDY The basic objective of this study is not only to understand the loopholes of the acts or measure the effect of surrogate advertising on brand recall, but to gain an inside-out overview of how effective surrogate advertisings are in Indian scenario as far as tobacco and liquor industry in concerned. METHODOLOGY The understanding of the subject took not only secondary research or help of books, white papers and journals, but also for the better understanding, primary research had been conducted to get the first-hand understanding of the consumers. Questionnaires were made as qualitative as possible so that every respondent enjoys the space of expressing his or her own opinion. Those opinions were then mapped on a Brand-performance matrix, being precise, a brand-scorecard which allowed the comparison between the original brand and the surrogate brand. To conclude, expert opinion is also taken from nearly 10 senior people in advertising and media, as they have seen the makeover and had been a part of it Surrogate Advertising: Enforced Innovation Recent series of hoardings led me to delve into a very unique trend specific to Indian advertising – Surrogate advertising†¦ a trend which is fast catching up and has suddenly attracted a lot of innovative and creative brains around the country. Reason? On one hand, the government cannot allow public advertising of liquor companies. But ironically, liquor and cigarette sales are the biggest revenue generators in terms of taxes and duties on these items. That’s why an overt acceptance of the marketing in these sectors is not legally acceptable. This has led to one of the biggest ironies of the country – Sales of these items are not banned, yet advertising on the same has strictly been prohibited! Talking about the market size and the different segments would not be pertinent to the discussion (for the records, it is more than 100 million cases in India! ). But what is the significance of this trend vis-a-vis the entry points for new players and sustainability of existing ones? Multinationals which would like to explore the Indian markets find the double-faced attitude of the government as an impediment to their ventures. Since no policy has been formalized in this regard, foreign companies continue to be sceptical about their entry. Domestically, it has led to innovative ways and methods of spending on different media for Advertising from the companies, where companies do more of a brand building exercise than direct advertising. Be it promotions for brand building, or sponsoring events that can be mapped with the â€Å"showbiz† and â€Å"glamour† of the brand, advertisers don’t leave many avenues to enhance their visibility. The rule says, â€Å"Advertisements which lead to sale, consumption and promotion of liquor should not be allowed. † So, in Surrogate Marketing, a product which is different from the main product is advertised, and has the same brand name as the main product. The product is called as â€Å"surrogate† and advertising through this channel is called â€Å"Surrogate Advertising†! It may include CDs, water, clothing, Apple juice, fashion accessories, sports goods or even events sponsoring! These gimmicks, in turn, help the consumers build a strong equity of the parent brand, and with the enhanced visibility, the equity of the brand would definitely become higher! Liquor companies were forced to look at innovative ways of building their brands. With an objective of enhancing brand recall, companies either engage into â€Å"surrogate advertising† or displaying â€Å"socially responsible messages†. Again, out of the two viable options for Advertising, Surrogate Advertising has been surrounded by controversies and legalities for a long time. There is no clear policy from the government for obvious reasons and companies do not want to risk their investments on Ads, which might not be screened after a while. So, a safer choice available where companies can exercise their grey cells is advertising â€Å"socially responsible† messages. Origin of Surrogate Advertising As a reaction to the directive of Government, the liquor tobacco majors sought other ways of endorsing their products. They have found an alternative path of advertising through which they can keep on reminding their liquor brands to their customers. They have introduced various other products with the same brand name. Launching new products with common brand name is known as brand extension, which can be carried out for related products (e. g. : Tata Salt and Tata Tea) or unrelated products (e. g. : Tata Tea and Tata Indica). Prima facie, there is nothing wrong with brand extension. The problem occurs when brand extension is carried out in response to the ban on advertisement of one product category. In this case, the companies launch other products with the same brand name for the purpose of reminding their old customers. Heavy advertising is done so that the customers do not forget their liquor tobacco brands, for which advertisements are banned. The advertisements for such new products are placed under the category of Surrogate Advertisements. Their only objective is to compensate the losses arising out of the ban on advertisements of one particular product (i. e. liquor). According to dictionary surrogate means substitute. Many of us have come across this word in connection with surrogate motherhood. This time it has come in a new avatar Surrogate Advertisement. This is a loophole challenging the Governments action. However, the companies can claim that the order is being implemented and advertisements of liquor are banned, but the objective of the Government behind imposing the ban is not fulfilled. Its a new weapon of Proxy War. Literally surrogate advertisement means duplicating the brand image of one product extensively to promote another product of the same brand. The ban: Cable TV Networks (Regulation) Act, 1995, (CTNRA), Rule 7(2)(viii)(A) of the Advertising Code states that no advertisement shall be permitted which promotes, directly or indirectly, the production, sale or consumption of cigarette, tobacco products, wine, alcohol, liquor or other intoxicants. SURROGATE ADVERTISEMENTS PROMOTED BY LIQUOR AND TOBACCO INDUSTRY The liquor industry is a prominent player in this game. Few surrogate advertisements shown in print, electronic and outdoor media are Bagpiper soda and cassettes CDs, Hayward’s soda, Derby special soda, Gilbey green aqua, Royal Challenge golf accessories and mineral water, Kingfisher mineral water, White Mischief holidays, Smirnoff cassettes CDs, Imperial Blue cassettes CDs, Teachers achievement awards etc. These products bear exactly the same brand name and logo, which we had seen earlier in liquor advertisements. It was little surprising to know that liquor giants like McDowells and Seagrams have entered into new segments like cassettes CDs, mineral water, sports accessories etc. Later it was found that the basic aim of these surrogate advertisements was to promote their liquor brands like beer, wine, vodka etc. This brand extension is an act of bypassing the advertisement ban. A similar trend is followed by companies making Cigarettes, Paan Masala and Gutkha. Few examples of surrogate advertisements in this category are Red White bravery awards, Wills lifestyle, Four Square white water rafting, Manikchand awards etc. Though a ban has been imposed on advertisements endorsing tobacco products, this industry has resorted to surrogate advertising a few years ago. The Health Ministry has recently implemented the tobacco control legislation which will imply a complete ban on advertisements and all direct indirect promotional campaigns for tobacco products. In 2001, Indian Tobacco Company (ITC) had voluntary withdrawn the Wills Sports sponsorship of the Indian cricket team when the Government had first proposed a ban on advertising through legislation. THE CORPORATE STANDPOINT The industry segment has its own standpoint in defence. The liquor lobby claims that everything is in accordance to the Government regulations. If a brand has equity, why shouldnt it be allowed to advertise? Also, brand extension is an industry practice adopted by different product categories, comments Alok Gupta of UB group. When we advertise our products, we follow all the guidelines, declares president, sales marketing, Radico Khaitan. They clarify that they have stopped showing liquor advertisements and they are free to use the brand name for any other products. Even the Confederation of Indian Alcoholic Beverages Companies (CIABC) advertising code maintains that advertisement of products (real brand extensions) by the liquor industry must be allowed. From a laymans point of view, their claims seem to be justified. But this is a clear example of taking advantage of the loopholes. There is a point to ponder. When they have stopped showing liquor advertisements, why the same brand name and logo is used to promote products like cassettes CDs or mineral water? They could have assigned different brand names. It seems they have a hidden agenda of highlighting the liquor or tobacco brand. A similar tussle over the issue of surrogate advertisements in politics was raised in April 2004 on the eve of Lok Sabha elections. Complaints of slanderous and offensive advertisements were raised by two major political parties BJP and Congress against each other. The issue became so serious that the Supreme Court had to interfere in this affair. Finally on 13 April 2004, the Court gave a verdict to curb smear advertisements on electronic media. By appointing Election Commission as referee, the court has tried to put an end to surrogate advertising in politics. According to the Cable Act under the ministry of information and broadcasting,- no broadcaster is permitted to show an advertisement which promotes directly or indirectly, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants†¦ Now a new clause has been added under the act stating that any advertisement for a product that uses a brand name which is also used for cigarette, tobacco product, wine, alcohol, liquor or any other intoxicant will not be permitted. Finally, in April 2005, the ministry resorted to a ban on surrogate advertisements of liquor and tobacco products on television. After this directive, the surrogate advertisements are seldom shown on television. Now the companies will have to reframe their policies. But who will take care of print and outdoor media is not certain. According to ASCI (Advertising Standards Council of India), surrogate advertisements are harmful. Now it will be up to the ASCI to take up the matter with the respective companies. . [pic] Tobacco Advertising and Promotional Activities: The Global Scenario Tobacco advertising boosts consumption. A report prepared with the co-operation of the tobacco industry concludes advertising was found to have a statistically significant impact on industry sales. The tobacco industry commented that a recent rise in tobacco consumption in Greece was basically due to advertising. In 1988, Philip Morris paid US$350,000 so that their brand of cigarettes would be shown in a new James Bond movie Licensed to Kill. In 1979, Philip Morris paid US$42,500 to have its Marlboro cigarette appear in the movie Superman II while in 1983, another cigarette manufacturer, Liggett, paid US$30,000 to have its cigarettes appear in the movie, Super girl. These are movies with major child and adolescent audiences. Children smoke the most heavily advertised brands of cigarettes. Tobacco sponsorship of sport acts as cigarette advertising to children. The children who watch the sporting events on television readily recognize those cigarette brands which sponsored the event. Within six years of the tobacco companies introduction of feminine cigarettes and accompanying advertisement, the number of girls smoking increased by 110 per cent. The tobacco industry constitutes of the largest advertisers in the world. In 1996, Philip Morris, the worlds largest multinational cigarette company, spent $ 3. billion advertising its tobacco and food products, while the British American Tobacco spent $459 million on advertising its cigarettes alone. Tobacco Advertising in India Tobacco advertising contributes Rs. 300-400 crore to the Rs. 8000 crore-strong Indian advertising industry. With an increase in the number of tobacco advertisements, manufacturers of Gutkha and other tobacco products have raised their advertising budgets . The following table indicates the astronomical figures cigarette companies spent annually on advertising their brands against the proven health and social problems that they raise: Cigarette Brand Advertising Expenditure In India | |Gold Flake |Rs. 50 crore | |555 |Rs. 10 crore | |BH |Rs. 10 crore | | Other ITC brands |Rs. 40 crore | Forms of Tobacco Advertising in Indias Direct Advertising Newspapers and Magazines There is no net figure available on the expenditure incurred by cigarette and Gutkha companies on advertising. Of late, cigarette companies have started sponsoring the sports page of different newspapers. This trend was started in the wake of the proposed ban on tobacco sponsorship of sports events. Except for magazines on health-related issues, few newspapers or magazines have any policy prohibiting advertisement of tobacco products. There have been reports of Gutkha advertisements on the cover pages of school notebooks from Nagpur District in Maharashtra. Outdoor Advertising International and domestic cigarette brands compete with each other in billboard advertising while oral tobacco brands resort to transport vehicles. Point of sale advertising flourishes adjacent to schools and colleges as also in restaurants and kiosks. Promotional Activities Sponsorship of Sports and Cultural Events The Nineties witnessed tobacco companies fighting for sponsorship rights of various sports and cultural events. Subsequently, the Indian cricket team came to be sponsored by Wills, the flagship brand of ITC until its withdrawal in March 2001. For every test match that India played, Wills (ITC) doled out Rs. 33 lakh; for every one-day match, it paid Rs. 32 lakh. The major tennis tournaments, Gold flake open, in the country were sponsored by Gold Flake whereas boat racing was sponsored by Four Square cigarette. On the cultural front, Manikchand, manufacturers of Gutkha, patronizes the Film fare Awards in the country. Ironically, the national bravery award recognizing heroes for courage, adventure and spontaneous physical action is sponsored by Red and White cigarettes, Red White Bravery Awards, capitalizing on the positive image and the good will the event fetches. In several parts of India, major state festivals like Ganesh Chaturthi and Navratri have come to be celebrated with great fanfare at the behest of Gutkha companies. Surrogate Advertising on Television Gutkha companies like Simla, Goa 1000 and Pan Parag skirt the ban on tobacco advertising in Television channels by resorting to surrogate advertising in the name of pan masala bearing the same brand name. Cigarette companies resort to tobacco sponsored cultural events like the Red White Bravery Awards Contests The Wills Made for Each Other campaign of the Eighties with lucrative offers, including a holiday abroad, had courted much controversy over glamorizing and minimizing the dangers of smoking filter cigarettes. In December 1999, Four Square of Godfrey Philips India, an affiliate of Philip Morris Inc. ran the Gold in Gold Contest offering gold gift options, on the stipulation that entrants in the contest, besides being tobacco users, were to collect 4 inserts from Four Square Gold Cigarette packs. There was the Charminar Challenge as well. Product Placement in Movies Several leading filmmakers and popular film stars have indirectly promoted cigarette brands by consciously placing cigarette packs or brand names/ logos in movie scenes as was observed in movies like God Mother, Tere Mere Sapne, Chasme Baddur and Katha. Free Sampling Earlier, this tactic of initiating the young into tobacco was restricted to handing out free samples of cigarettes. Recent press reports from Nagpur indicate that Gutka sachets are given out for free near schools and colleges. Strategically, youth in outfits bearing tobacco brand names and logos are engaged in these promotional campaigns. In Mumbai, several discotheques and restaurants witness regular Benson Hedges promotional activities, including giving free samples. Brand Stretching and Diversification Perceiving an imminent ban on tobacco advertising, several tobacco companies are promoting other consumer products, which bear the same brand name or logo as their popular tobacco products. These logos or brand names can easily be spotted on clothing, sports apparel, hats, trays, posters and stickers affixed to sports vehicles and backpacks. The ITC, holding investments in the hotel and tourism sector has also set up 125 lifestyle stores selling apparels in the country in the immediate future. The plan includes spreading out to greeting cards business and experimental kitchens. Manikchand, the domestic Gutkha major, has diversified to tea, windmills and construction industry. Corporate Philanthropy and Public Relations The earthquake that ravaged parts of Gujarat was fully exploited by Gutkha manufacturers; they distributed food packets with Gutkha sachets to build up their social image. All the major Gutkha firms are actively engaged in supporting local youth clubs in organizing their annual sports events and religious festivities. The Indian Tobacco Company claims that they invest in education, immunization and family planning programmes in communities near to their factories. State-patronized Tobacco Promotion Though lamentable, the State responsible for the health and well being of its citizens, also often acts as a vehicle for tobacco promotion. The obvious examples were the BEST buses plying in Maharashtra and the railway stations and bus stops across the country displaying huge tobacco hoardings. Doordarshan, the national television channel, transmitted advertisements of Cavenders Cigarette brand disguised as adventure gear. Sports and cultural events on the channel were often sponsored by tobacco companies. Trends in Tobacco Advertising Following the announcement of the Tobacco Products Bill proposing a ban on tobacco advertising, there has been an upsurge in surrogate advertising and sponsorship of entertainment events. Marketing figures indicated that the market spending on tobacco products declined by 2 % over the year, while the spending on tobacco brands grew by 28 %. That was illustrative of the increasing reliance of tobacco companies on sponsorships, restaurant and hotel programmes, public relations and direct marketing programmes those days. Impact of Tobacco Advertising and Promotional Activities In a study conducted in Goa among students immediately after watching tobacco-sponsored cricket matches, 15-20 per cent students surveyed felt that smoking and chewing tobacco improves memory. Some students even felt that if you smoke, you will become a better cricketer. A 1992 review of 19 studies of cigarette advertising by the British Department of Health revealed that advertising does have a positive impact on consumption. A 1995 study indicates that advertising is more likely to influence teenagers to smoke than even peer pressure, while a 1996 study published in the Journal of Marketing found that teenagers are three times as sensitive as adults to cigarette advertising. The escalating annual advertising budgets of tobacco companies are enough proof of the impact this component of marketing has on increasing consumption rates. Existing Advertising Regulations in India The Cigarettes Act, 1975, merely stipulates the statutory warning on cigarette packets. The Cable Television Networks (Amendment) Act, 2000-prohibits direct and indirect tobacco advertising on Cable Channels. Advertising Standards Council of India Voluntary Code, 1998-envisages prohibition of advertising targeting underage consumers; suggests that using tobacco products is safe, healthy or popular; enhancing courage; or featuring the young. Being a voluntary code, it has little enforcement value. The Tobacco Products (Prohibition of Advertising and Regulation of Trade, Commerce and Supply) Bill, 2001, announced by the Cabinet, pending nactment in Parliament provides for banning direct and indirect tobacco advertising in media, prohibition of tobacco sponsorship of sports and cultural events, banning smoking in public places, banning sale of tobacco products to persons below 18 years of age and repeats the existing labelling provision. The States of Goa, Punjab, Uttar Pradesh and West Bengal had agreed to adopt the Bill. Goa has an Act prohibiting smoking in public places, but it is poorly enforced. The same fate has been suffered by the Maharashtra Government Resolution banning sale of Gutkha within 100 meters of schools, hospitals and government offices. Goa, Kerala, Madhya Pradesh and Karnataka have a ban in place on smoking in public places. FCTC and Tobacco Advertising Advertising being a translational issue in the information age, beyond the regulatory scope of individual countries, the efficacy of stringent provisions thereof in the Framework Convention on Tobacco Control (FCTC) is undisputable. Efforts should therefore be geared at motivating geographical regions en masse to opt for tight provisions in the Convention. Individual nations could also be prevailed upon to tighten their national laws to match with International standards to be set out in FCTC. Interventions Effective lobbying strategies to enable the enactment of the Tobacco Products Bill, 2001: Activating State level advocacy to overcome the jurisdictional restrictions on policies regulating oral tobacco products and Bidi. Building a vigilant civil society to provide effective monitoring and prompt reporting of violations under the existing laws. Addressing trans-national advertising through strong provisions in the Framework Convention on Tobacco Control and Mobilizing Support from Entertainment-Celebrity endorsements of Anti- Tobacco policies. Industry speaks With the blanket ban on tobacco advertising through all media come into effect from May 1, 2004. The advertising industry was set to lose nearly Rs 250 crore (Rs 2,500 million). Tobacco companies too were then banking on aggressive customer contact programmes to get access to their buyers. We support the ban and such pressures are not new for the industry. We will have to look at the point of sales promotion and go for innovative inserts in cigarette packs, said a Godfrey Phillips India (GPI) spokesperson. GPI, the second largest cigarette manufacturer in the country, spent roughly Rs 20 crore (Rs 200 million) on advertising in 2003-04. Market leader ITC refused to comment on the issue, but the ad industry estimated that it will lose business worth Rs 80-90 crore (Rs 800-900 million) that year when ITC pulls out its ads. International cigarette giant Phillip Morris which started marketing the Marlboro brand directly in the country earlier in 2004, had gone on an outdoor advertising overdrive to make the most of the remaining few weeks before the ban takes effect. We deal with such regulations in various markets internationally. But the good thing is that this regulation is uniform and there is a level playing field, said Ajit Sahgal, GM Philip Morris (India). But Ashok Aggarwal, president DS Group, the largest chewing tobacco company in India said that it will be very difficult to monitor surrogate advertising. Let us have a look at some of the advertisements that were shown before the ban: [pic] This advertisement was published in 1930. It clearly shows that the need to communicate about tobacco products existed in Indian market from long back. pic] Product: Filter Wills- navy cut Manufacturer: ITC [pic] These advertisements directly show the product and communicate about it. It actually talked about the bondage between he product and the consumer and the â€Å"made for each other† punch-line signified that the bond between the product and the smoker is as sweet as the relationship between a man and a woman; moreover the visuals showed the closeness and joy that a consumer is supposed to have by consuming the product. [pic] Product: Gold Flake Manufacturer: ITC Agency: Bates India Pvt. Ltd. [pic] Product: Gold Flake Manufacturer: ITC Agency: Bates India Pvt. Ltd. [pic] Product: Gold Flake Manufacturer: ITC Agency: Bates India Pvt. Ltd. All these three advertisements shown above talks about the product quality and conveys a message which psychologically counters the fear of consumers of having a throat-problem because of smoking. By using the term â€Å"honeydew† the communication is focused not only to establish a superior product quality but the word honey also reduces the fear of throat-problems as we ll know that honey is used to cure throat problems, being widely used in Indian context. [pic] Wills Insignia is also another product from the house of ITC. In this piece of advertisement, the packaging, colour scheme, copy and the visual used talk about the superior quality and thus positions the product as a symbol of social status. The visual is based on black back-ground, as black is considered as the colour of power and dignity. [pic] Four Square is a well-known cigarette brand of the global tobacco giant Godfrey Phillips. This advertisement talks about the macho-image of a man, essentially a consumer of Four-Square, and his abilities to impress woman. This advertisement influences the customer by showing macho-man image. There has been a complete change in terms of communications in tobacco industry after the ban came into play: [pic] Above shown is an advertisement by Godfrey Phillips, which simply talks about lifestyle or philoosophies. But the position of the fingers, the placing of the content and the words used like â€Å"fire† and â€Å"passion† readily allows the consumer to relate with a cigarette. The most interesting thing that had happened in this entire surrogate scenario is the brand-extension of ITC as WILLS LIFESTLES, a chain of lifestyle stores that offer premium quality apparels. Some of the communications or advertisements that were published in print media to advertise WILLS LIFESTYLE are shown below: [pic] This advertisement of wills lifestyles exhibits the premium quality clothing using up-market models and ambience. [pic] In this piece of communication, high-end luxurious lifestyle was flaunted to communicate that people who wear will lifestyle apparels live a wealthy and luxurious life like shown above. This advertisement directly influences the aspiration level of the consumers and they feel like trying it. [pic] In all those advertisements shown above, of Wills Lifestyle, there is no direct communication about the cloth-quality or the price factors which are usually found in case of garment advertisements. Instead of that, all these advertisements focus on the lifestyle, achievements and aspirations. The colour scheme, the logo-type and the font used are just look-alike to the cigarette brands. More interestingly, the product ranges are named after the cigarette brand WILLS CLASSIC, which directly reminds the consumer about the original product. The name ‘Wills’ stands for the red and white packet of cigarettes and also perfume, soap, apparels, lifestyle store et all†¦. This is a classic example of brand extension that borders on surrogate advertising. [pic] The show-down The Information Broadcasting Ministry, under the Cable Network Rules, 1994 had imposed a ban on advertisements of tobacco and liquor products on satellite channels effective from 6 October, 200O. The governments aim obviously was reducing the exposure of such ads to teenagers in habit forming years. While advertising on Doordarshan had always been banned, the restriction on private channels had done away with one of the most effective channel of communication for the players in those industries. The ban includes both direct as well as surrogate advertisements in its am