MT V.s Human translation Essay

Introduction Today, computers are used in all fields, and even almost every field has it’s own software packages. Using computers to translate a text from one language to another refered to machine translation [MT]. Machine translation is an interesting technology for human translators. It is a fact that MT software can translate texts very quickly. The question is that: Are these machine translations perfect? Are these translation tools like Google valid? MT are somehow acceptable in technical and informative texts but how about literaral or expressive texts? According to Chapman† Literature is the art that uses language†(qtd.in Voigt and Jurafsky 1). So, literary translation represents the strongest formulation of machine translation problems. As MT quality continiues to improve, the idea of using MT to assist human translators becomes increasingly attractive, and human translators can correct mistakes in these machine translations. Translation is not only a linguistic act, but also a cultural one. It involves more than just a word-by-word representation of a text; translators also have to take double meanings, cultural subtleties and slang into accountContext of culture affects the specific meaning of the language. So the analysis of cultural context is essential for Machine Translation (MT). If the cultural context analysis of the source language is omitted in MT, ambiguity or mistranslation will be produced. At least nowadays when we compare MT with human translation, we claim that human say the last word. A Brief History Of Machine Translation The history of machine translation is as old as that of computers. It has been started in the 1950s. Georgetown –IBM experiment consisted of the automatic translation of Russian sentences in to English in a very speciallized field(Organic chemistry), and it was widely recognized as a successful demonstration. Documents in Russian gathered by the U. S. military and intelligence agencies during the 50’s and 60’s. Throughout this period university and government research funding drove the development of MT. However, the real progress was much slower, and in 1966 they found out that the ten years long research had failed to fulfill the expectations, so the funding was dramatically reduced until the late 70’s, at which time advances in theoretically linguistics and the growth of computing and language technology converged, resulting in the first practical MT tools for main frame systems. In the late 1980’s, as computational power increased and became less expensive, more interest began to be shown in statistical models for machine translation. Today there is still no system that provides the holy-grail of â€Å"fully automatic high quality translation† (FAHQT). However, there are many programs now available that are capable of providing useful output with in strict constraints; several of them are available onlin such as Google Translate and SYSTRAN system which powers Alta’s BabelFish. (Wikipedia 1) The importance of Human Translation Translation is not only a linguistic act, but also a cultural one and a prime channel of communication across cultures irrespective of geographic discrepancies. Cultural implications may be higher in cross-cultural translation and may range from lexical level to pragmatic level. More the gap between the source and target culture, the more serious difficulties would take shape. Translation between English and Hindi; which belongs to two different cultures and backgrounds is one of the best examples of such problems. In such situation, cross-cultural communication should be appropriately done using proper translation techniques to avoid ambiguity and miscommunication. Context of culture affects the specific meaning of the language. So the analysis of cultural context is essential for Machine Translation (MT). If the cultural context analysis of the source language is omitted in MT, ambiguity or mistranslation will be produced. Any attempt to replace Human Translation totally by machine translation would certainly face failure for, due to a simple reason, there is no machine translation that is capable of interpretation. For instance, it is only the human translator who is able of interpreting certain cultural components that may exist in the source text and that cannot be translated in terms of equivalent terms, just like what automatic translation does, into the language of the target text. In addition, it is widely agreed upon that one of the most difficult tasks in the act of translation is how to keep the same effect left by the source text in the target text. The automatic translation, in this regard, has proved its weakness, most of the time, when compared with a human translation. The human translator is the only subject in a position to understand the different cultural, linguistic and semantic factors contributing to leaving the same effect, that is left in the source text, in the target text. It is an undeniable fact that automatic translation is regarded as a tool for producing quick and great number of translated texts; nevertheless, the quality of the translation is still much debatable MT evaluation One way for people inorder to assess machine translation’s quality is kind of Back translation. I mean to translate from a source language to a target language and to the source language with the same engine. Although this way sounds good, it is a poor method. When we consider two variables â€Å"inteligibility† and â€Å"fiedelity† in our judgment, in most cases it is easy to separate translation by human from translation by machine. â€Å"Inteligibility is a measure of how understandable the sentence is and fidelity is a measure of how much information the translated sentence retained compared to the original†(Wikipedia 1). Although machine translation currently produces relatively unacceptable output compared to human translation, I do believe it will be much better in the future. Is machine translation output necessarily of lower quality than human translation? Some scholars believe that † Translators who work in technical domain will be increasingly require to interact with MT â€Å"(Pym 1). The need for technical translation has increased dramatically and in the future MT systems will continue to reduce the cost of translation. Advantages & Disadvantages of MT In the past when we had to find the meaning of a word from another language we used a dictionary . This was very time consuming. Moreover, when a paragraph or note had to translated, this could be very difficult because one word has several meanings. When time is crucial factor, with MT you don’t have to spend hours looking up dictionaries to translate the words. Instead, the software can translate it quickly . It is not costly but one of it’s disadvantages is that translation is not accurate and it can’t solve ambigiuity. It can’t produce translations for literary texts with good quality because translating literature requires special literary skills, but it doesn’t mean that machine translation is useless. The quality of translation which can get from an MT system is very low but we know human translator normally doesn’t produce a perfect translation. MT threats the job of translators. MT is an important topic sociolly, politically, commercially, scientifically, intellectually & philosophically. MT and Translating culture-Bound elements One of the most challenging tasks for all translators is how to translate culture-bound elements into a foreign language. According to Newmak: â€Å"Translation is a craft consisting in the attempt to replace a written message and/or statement in one language by the same message and/or statement in another language†(qtd in Armellino 1). When words in the source text are strongly rooted in the source culture that they are specific to the culture that produced them, therefore, they have no equivalent in the target culture because they are unknown, or because they are not yet codified in the target language. When cultural differences exist between the two languages, it is extremely difficult to achieve a successful translation. How can MT cope with problems of not only lexical expressions, but also with problems of register, syntactic order, dialects? MT has to decide on the importance of certain cultural aspects and to what extent it is necessary to translate them into the target language. Nida confers equal importance to both linguistic and cultural differences between the SL and the TL and concludes that â€Å"Differences between cultures may cause more severe complications for the translators than do differencs in language structure(qtd. in Glodjovic 2). Idioms are difficult to translate. It is sometimes hard to find the right equivalent for a single word without finding an equivalence for a sequence of words that convey one specific meaning. We know idiomds are culturally specific, which means that they may express a scene that doesn’t occure in the TL. Baker says: Idioms and fixed expressions which contain cultural specific items are not necessarily untranslatable. It is not the specific items an expressin contains but rather the meaning it conveys and it’s association with culture specific context which can make it understanable or difficult to translate. (qtd. in Muller 13) So translating the idioms mostly depends on the context in which it has occurred. Is it possible for Machine translator like Google translation to deal with such problems? What would be the best translation strategies for dealing with Idioms and culturally bound expressons? Human-Assisted Machine Translation Machine translation has faced many problems which can be solved by computer-assisted machine translation at the pre-editing and post-editing stages. As a result the final translation will be more acceptable if MT translation is edited by human inorder to generate more appropiate translation for some words in a sentence and as a result our translation could be semantically and pragmatically more proper and we discard odd and unnatural structures. In human-assisted translation the computer produce the first draft then the proffessional revises it. The question is that : Is machine and post-editing of MT output faster than human translation? To answer this question measuring time will be the main purpose, furthermore who should be doing post-editing? Should it be performed by translators, revisors, non-linguists, or trained specialists? According to Loffer-Laurian†Post-editing of machine-translated text is a task different from traditional HT and revision. Loffer-Laurian maintains that post-editing is not revision, nor correction rewriting. It is a new way of considering a text, a new way of working on it for a new aim†(qtd. in Martinez 23). Poetry and Machine Translation According to Oxford English Dictionary Poetry is â€Å"The art or work of poet†(qtd. in Hovhamisyan 1). Translating of poetry is one of the most difficult and challenging tasks for every translator. According to Robert Frost’s definition â€Å"poetry is what gets lost in translation†(qtd. in Hovhamisyan 1). To sum up the theoretical approaches, it is clear that poetry is the most difficult type of the text and can be considered to be untranslatable. Grammatical differences between the languages causes a lot of problems in translating poetry. Should we , then refrain from translating poetry. Where proffessional translators assumes that the translation of poetry is extremly difficult, is it possible for a machine softwares to translate poems among differen languages? In the following paragraph first sunnet of Hafez it’s English translation by and it’s Google translation are avalible. ? ? ? ? ? ? ? ? O beautiful wine-bearer, bring forth the cup and put it to my lips Path of love seemed easy at first, what came was many hardships. With its perfume, the morning breeze unlocks those beautiful locks the curl of those dark ringlets, many hearts to shreds strips. In the house of my beloved, how can I enjoy the feast since the church bells call the call that for pilgrimage equips. With wine color your robe, one of the old Magi’s best tips Trust in this traveler’s tips, who knows of many paths and trips The dark midnight, fearful waves, and the tempestuous whirlpool How can he know of our state, while ports house his unladed ships. I followed my own path of love, and now I am in bad repute How can a secret remain veiled, if from every tongue it drips? If His presence you seek, Hafiz, then why yourself eclipse? Stick to the One you know, let go of imaginary trips. Google Translation High boots or stands Casa Ella field and Novell I would be easy to love but difficult The smell of oak tress Saba Nafhay Kakhr open What was the blood from the heart twist lock Mshkynsh Janan how secure mirth at my house because the door JRS will scream that should tell concerning vehicle The mat is a colorful old Garrett says Taha The traveler did not know the way home. Fear of the dark night of the wave and vortex Heil We know where the loose banks All I took from his failure to end stigma Who would he have hidden the secret circle center Guardian of the person, do not be absent from his Hmykhvahy We produce p my Dunya Matthew invitation and Ahmlha In above two translations that one of them is done by human, but the other is produced by Google it is cristal clear that for translating poem MT is not acceptable. It is full of grammatical and lexical mistaks Works Cited Armellino, Elisa. â€Å"Translating Culture-Bound Elements in Subtitling. † Translation directory. N. D. Web. 16 June 2013. â€Å"Evaluation of Machine Translation. † Wikipedia. 15May 2103. Web. 2July 2013. â€Å"Evaluation of Machine Translation. † Wikipedia. 15May 2103. Web. 2July 2013. Fiederer,Rebecca and Sharon O Brien. â€Å"Quality and Machine Translation. † Jostran. Org/issue. 11January 2009. Web. 19June 2013. Glodjovic, Anica. â€Å"Translation as Means of Cross-Cultural Communication. † facta. junis. ni. ac. rs. June 2010. Web. 7July 2013. â€Å"History of Machine Translation. † Wikipedia. Web. 2July 2013. Hovhannisyan, Mariam. â€Å"The Art of Poetry and its translation. † Translation Directory. May 2012. Web. 27 June 2013. Martinez, Lorena. G. â€Å"Human Translation V. S Machine Translation. â€Å",Sceuromix. August 2003. Web. 3July 2013. Muller, Theo. â€Å"Translation of Idioms. † 17 September 2009. Web. 5July 2013. â€Å"Human Translation V. S Machine Translation. † Netmask. it/Products. 2003. Web. 5 July 2013. Pym, Anthony. † Translation Skill-sets in a Machine-Translation. † usuaris. tinet. cat/apym/on-line/training/2012_competence_Pym. May 2012. Web. 1 July 2013. Voigt, Rob and Dan Jurafsky. â€Å"Toward literary Machine translation. † Stanford. edu/jurafsky, N. D. Web. 1July 2013.

I Have a Dream Essay

Martin Luther King Jr. was born in Atlanta, Georgia on January 15th 1929. He was a pastor, activist and the prominent leader in the African American civil rights movement and is often presented as a heroic leader in the history of modern American liberalism. He is most famous for his speech called â€Å"I have a dream†. It is about not being segregated or discriminated against and to have equal rights between white and black people. It is now recognized as one of the greatest speeches in history. Martin Luther King used a number of rhetorical devices in his speech. The main rhetorical device used throughout the speech is repetition and parallelism. In each paragraph he repeats different sentences to emphasize what he is saying. He repeats phrases such as ‘one hundred years later’, ‘we can never be satisfied’, ‘I have a dream’ and ‘now is the time’ to make the listener remember the parts he wants to emphasize. It is effective because the people are anticipating it so then they can join in. Also later on in life people will look back at the speeches and remember it for certain phrases because of the repetition. Martin Luther King also uses inclusive pronouns in his speech, for example we, our and addressing the audience as brothers and sisters. ‘The sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.† He makes the audience feel as though it is there duty as well to overcome the discrimination and try and make all the southern states of America united and equal. He also makes the audience feel like it is their dream too and not just his. Martin Luther used different parts of the English language to enhance the meaning of his speech and bring out the details. The different rhetorical devices, allusions to historic documents, and metaphors seemed to have brought about the emotions that King was trying to arouse in his listeners. This helped him influence his listeners towards wanting equality for all and changing what was happening in the present so they didn’t repeat things in the past.

2009 U.S. Supreme Court decision on Arizona V. Gant Research Paper

2009 U.S. Supreme Court decision on Arizona V. Gant - Research Paper Example This paper provides an analysis on this ruling and the impacts it has on law enforcement practices. The opinion of the court in Arizona vs. Gant ruling was delivered by Justice Stevens. This ruling followed the arrest of Gant after he was found guilty of driving with a suspended driving license. During the arrest, Gant was handcuffed and restrained in the patrol car. The arresting officers went on to search in Gant’s vehicle compartments, where they discovered a gun and cocaine in Gant’s jacket. The question, which formed the basis for argument during the trial, was whether the search was relevant in relation to the warrant of arrest that had been issued by the US security officers. According to the Arizona Supreme Court, circumstances surrounding Gant’s arrest did not qualify officers to conduct a search in his vehicle (Farb, 2009). In order to make a ruling, the Supreme Court revisited Chimel vs. California and New York vs. Belton rulings. The Chimelvs California ruling authorized security officers to make searches on the arrestee and areas close to the arrestee. These searches are authorized during incidents to arrest, and the essence of searching areas immediate to the arrestee is to get hold of weapons and destructible evidence. In the Belton ruling, arresting officers were given the authority to make searches in vehicle compartments and containers within the vehicle. However, searches were limited to lawful arrests and incidents to arrest (Farb, 2009). One notable thing in Belton ruling is that the arresting officers were given the authority to conduct searches, even when the arrestee is handcuffed and restrained in the officer’s vehicle. On the other hand, Chimel’s ruling allowed for a search only when the arrestee is not handcuffed and is close to the vehicle during the search. In these two scenarios, the court was in disagreement with Belton ruling, but took into consideration Chimel’s ruling in making its

Building a House Utilizing Traditional Brick and Block Construction Coursework

Building a House Utilizing Traditional Brick and Block Construction - Coursework Example This research tells that the construction of brick and block traditional houses begin with the digging of the trench. The trench is the site where the foundation will be laid on and should be well inspected before the concrete is laid. This must be done in accordance with the plan of construction. The plan is very instrumental precisely when revealing the load-bearing walls and the width of the tranches to be excavated. When building the wall the choice of brick and block to be used is very important. This affects the brick to be used in the foundation and when building the course block works as far as color and size are concerned. The foundation trench concrete is therefore laid down to a depth at least 150mm or as specified in the plan. After the laying of the concrete, the bricks and blocks are laid down in cavity wall construction depending on the planned design style. The construction of the two walls is done with the two skins constructed next to one another leaving a cavity in between them. The traditional brick and block develop a relative solid 9-inch wall. The main challenge despite the thickness is the risk due to exposure to moisture. However, with the cavity, it is difficult for water to get across the void between the two skins. To effectively prevent dampness, there is need to clear up the cement falling in between the walls during construction. This is primarily because if left there for long, it will pile up hence creates a bridge which will accelerate moistening the wall course. The builders also need to tie both the brick-work and block-work skins together but carefully and at a regular interval.

Business Letter Essay Example | Topics and Well Written Essays - 750 words

Business Letter - Essay Example However, I am very confident that these damages are not due to mishandling. In line with this, I am requesting you to look into this matter. In order to handle customer complaints, I would also like to gain an assurance from you that immediate delivery of replacements will be undertaken. Statement of Purpose: After conducting a thorough investigation and analysis, this report aims to recommend possible solution to the human resource problems faced by the Roanoke Branch of Pheonix Advertising. Pattern of Organization: This informal report will utilize the "cause and effect" approach. The human resource problems of the branch will first be identified followed by their causes. This approach is necessary as this will become lay the foundation on how identified problem will be solved. Outline I. Causes of Low Employee Morale A. Heavy workload 1. Increasing demand from customers 2. Low manpower B. Low compensation 1. Unpaid overtimes 2. Less than average salary levels C. Rejection of creative efforts 1. Acceptance solely based on directors, account supervisors, and executive 2. Lack of artist discretion D. Lack of motivation 1. No sense of belongingness to the company 2. Lack of rewards and incentives II. Recommended Solutions to Boost Employee Performance A. Employee empowerment 1. Include the artists in discussions 2. Give the artists more discretion B. New compensation package 1. Industry rates 2. Pay for overtimes C. Non-monetary rewards 1. Recognitions for job well done 2. Spa and Leisure packages for accomplishments

The Worlds Water Supply Essay Example | Topics and Well Written Essays - 1250 words

The Worlds Water Supply - Essay Example Will human have ample potable drinking water? What will be the effect of changes in water supply in the world food supply? These are some of the concerns this research aims to address together with present the current trends and future prediction of the world’s water supply. World’s water can be divided into two main classifications, namely salt water and fresh water. Majority of the world’s water supply is salt water, which comprises 97.5 percent of the total world’s water. Table 1 illustrates the classifications of water. Only the freshwater are usable by human and 70% of the fresh water in the glaciers and unusable. Table 2 shows the usage of the fresh water in the world. Evidently, majority of the exploitable water supply is used in agriculture, which includes irrigation and other food production process. However, most studies do not include possible water shortage in their analysis of food shortages (Seckler and Seckler, 1998). This is an alarming concern. Water is needed in the production of food, such as irrigation for the crops and other staple foods. Without factoring in water shortage to the current projection of food shortage, different scholars are already worried with the results, what more if they include water shortage in the projection. Table 3 gives an idea about the access to potable water and proper sanitation. In addition to this figures, Simonic (2002) and World Health Organization assessed that more or less 1.1 billion individuals in third world countries has no capacity to obtain or cannot have healthy drinkable water. While 2.4 billion of the world population is does not have ample water for sanitation (WHO, 2002). Moreover, 1.8 million individuals, of whom 90% are children below five years of age, die each year due to water-related cases. Another alarming concern is pointed out by the study of Jenerette and Larsen (2006) which argues that guaranteeing enough water supplies to more than 50 percent of the

Ethics Essay Example | Topics and Well Written Essays - 250 words - 4

Ethics - Essay Example George is responsible for poor time management that forced him to drive above the speed limit, causing the officer to stop him and give him a ticket. His son is part of the problem because of his illness, and George wants to get him home as soon as possible for him to rest. The officer is at fault for forcing George to go down to the station. He may be exercising his duties in a manner that suggests that he would like a financial favor from George, causing him (George) to resent him and waste more time. Regarding the problem, the officer could allow George to pay the ticket the following day, when it is convenient for everybody (given that it is a Sunday). George can report to the station after taking his family home, where he can request to watch the playoffs, as he pays the ticket. The third solution is to pay the bribe and each party of the problem is satisfied (and saving on time). Though it is unethical, my solution would be to pay the bribe. The main problem is time, and the officer offering the bribe that will allow George to attend to his son and watch the playoffs, will benefit everyone involved. It is unlawful to carry out corrupt acts, however in a situation that concerns health it is an ideal solution. It will serve as a reminder on the importance of time management. George should pay the cost for poor time

The topic can be proposed by the writer Assignment - 6

The topic can be proposed by the writer - Assignment Example As a result, Vasquez has dealt with Freeman as he would have dealt with the principal; Juanco is therefore liable to compensate Vasquez for the amount of the supply (Mallor., 2009). A decision with a similar implication was arrived at in Billups Petroleum Company vs. Hardin’s Bakeries Corp 63 So 2d 543 Miss (1953) where a principle was found liable for acts of an agent acting outside the scope of his employment as in the present case Even though the defendant did not expressly authorize the new order and confirmed it, it was done by his assistant who the plaintiff had reasonable grounds to believe was acting under the authority of the principle thus creating an unwritten agency relationship as the principle was on leave. Vasquez therefore deserves compensation. It is immaterial to the case that the defendant had confirmed orders himself for the last 9 years as it does not rule out possibility of creating an agency relationship by

Literary analysis of Cathedral Essay Example | Topics and Well Written Essays - 500 words

Literary analysis of Cathedral - Essay Example Furthermore, the close relationship between his wife and the blind man that existed through the years provided additional ire and ill feelings. The transcending climax in the plot revealed how Robert, despite his blindness, was able to actually open the mind and constricted perspectives of the narrator through a unique experience of the cathedral. The characters of the story are the narrator, as the protagonist, whose instrumental point of view revealed details of the plot. As the narrator, he is considered a round character, where his personal views and feelings towards other characters are relevant in the development of the story. He foretold the experience of his wife, unnamed, yet instrumental in inviting Robert to their home. The wife is a flat character, through described in more details, as necessary to advance the events that are about to unfold. The blind man, Robert, is initially seen as the antagonist, providing conflict to the narrator due to the impending visit that he o penly disliked. The story told in a straightforward style, manifests diverse symbolism in terms of the cathedral, itself, as a manifestation of strong and steadfast faith as giving immense ability to transform a nonbeliever into a brand new person with optimistic perspectives. Through the cathedral as the impetus for discussion between Robert and the narrator, an eye-opening transformation for the narrator ensued.

John Proctor change during the course of the play Essay Example for Free

John Proctor change during the course of the play Essay How does John Proctor change during the course of the play? How might this change be communicated on stage? In Act one we first see John Proctor. He appears to be a very sharp and nasty man. We can see this in the way he talks to his servant, Mary Warren: Be you foolish Mary Warren? Be you deaf? I am looking for you more than I am looking for my cows!! If I were producing this play on the stage I would have Mary warren cowering away from John Proctor. This would give the audience an impression that he is quite a nasty man. But this all changes when he meets Abigail as she realises that he is still a powerful man even though he committed adultery with her: Gah, Id almost forgot how powerful you were John Proctor! In the same conversation he shows he has feelings for Abigail and that he is a deceitful person: Oh, how you sweated like a stallion whenever I come near. This language creates a sense of a passionate relationship. If I were producing this on stage I would have Abigail trying to hold John while he is looking away and checking no one is around. Even though he has committed lechery he is still protective over is wife as he tells Abigail that she will not speak anything of Elizabeth to him. He also shows that he is in denial and a liar as he denies anything ever happening between him and Abigail: Aye but we did not The language from the conversation with Abigail creates a sense of confusion with Johns personality as he does one thing and says another. Although he is a well-respected member of the community, as the audience we dont really know whether to trust him or not. He has a high expectation of Hale before he meets him and when he first meets him he is shocked by him: Why, Mr. Hale! Good evening to you, sir. Come in Come in. If I were producing this play then I would have John looking quite flabbergasted. This would show that Mr. Hale impresses him and that he respects him. He is also respectful to him: Ive heard you be a sensible man, Mr. Hale This concludes how John is respectful to his fellow villagers. He is well respected in the community and this may be why. In Act 2 we see the relationship between him and his wife, Elizabeth. The relationship in their marriage seems to be quite distant as john arrives late home. This could suggest that he stayed away longer because he wanted to avoid Elizabeth due to the fact that he has a guilty conscience: What keeps you so late its almost dark In a production of this play I would have the room very dark with just a few candles on the table. There would be food on the table but it would not look appetising, as it would have gone cold. There would be family pictures on a dresser at the side. This indicates that john is a family man, or so Elizabeth thinks. Even though there are pictures of their family presented in the kitchen, this is due to their appearance in Salem. They are well respected so if they tell people that John has been unfaithful then the village will look down on them. As readers it seems that Elizabeth knows about Johns affair as they had an argument about forgiving and forgetting but John is nasty to Elizabeth and shouts at her: Oh, Elizabeth, your justice would freeze beer! Although he is irate with her he still wants to please her as he was unfaithful to her. He does this by complimenting her cooking even though he changed it so it would taste better. Johns temper also increases when he has arguments with Elizabeth. He constantly takes his anger out on Mary Warren even though she hasnt actually done anything wrong: Ill whip you if you dare leave this house again! This language creates a sense of him being a bully. Mary Warren always seems to be the victim. Proctor shows he is bossy also when he orders Mary Warren to go to bed. This is what adults say to young children not to 18 year olds. This gives us a sense that he is treating her like a child and is disrespectful to her. Mary Warren is also more than Johns servant in the house as he tries to get her, along with himself, to overthrow the court to free Elizabeth. This also enables him to get revenge on Abigail for accusing his wife. If I were producing this play then I would have Mary trying to run away shouting that she wont do it. This would indicate that she is scared of John and doesnt feel safe near him. His anger also is shown in this Act as he rips the deputy governors warrant up. This is very disrespectful and rude to Mr. Hale, Mr. Danforth and Cheever as they are the people giving out warrants, leaving Mr. Danforth to sign them. John has destroyed legal documents that have been given out by these 3 men. John also shows that he is religious and is part of the belief of Christianity as he shouts at Mr. Hale: Pontius Pilate! God will not let you wash your hands of this! If I were producing this play on stage I would have John with lots of anger shown on his face looking like he was going to hit Mr. Hale. Mr. Hale would turn around and start to run towards Cheever. This would indicate that John is a scary man and that getting away from him is probably the best thing to do. His emotions suddenly change when Elizabeth appears. He turns into a caring man when they are taking her away: I will bring you home, I will bring you home soon This language shows that John can be caring, as he has forgotten about Mr. Hale and Cheever and is now concentrating on his wife. Proctor has faith that his wife never lies. She confessed that she doesnt believe in witches even though her religion says she should believe in them. At the end of act 2 John feels quite scared as he is trying to make Mary overthrow the court and she doesnt want to do it: My wife will never die for me! I will bring your guts into your mouth but that goodness will not die for me! John character has gone from being angry to being scared in Act 2. In Act 3 Johns attitude changes, as he becomes quite a false man. This is shown when he is in the court introducing his case to Danforth: She has signed a deposition The language indicates that he is playing a court game as he has written a legal statement. When he is presenting himself he is very polite to Mr. Danforth, this is probably in his attempt to overthrow the court. He responds to questions very politely and doesnt appear violent: John Proctor, sir, Elizabeth Proctor is my wife Even though John stays calm, Danforth constantly tries to interrogate him. This slowly increases his temper; he keeps to his words without erupting with anger, as he knows this will do him more harm than good. When John speaks Danforth is constantly interrupting him, this is frustrating for him, as he cannot finish what he is saying: I come not to hurt the court, I only- The technique that Danforth uses to interrogate John suggests by Johns reaction that it is annoying and could start an argument. If I were producing this play then I would have John dressed smartly so he looks professional and Danforth sat higher up than John so he looks more important. John would try to avoid looking Danforth in the eyes. This would indicate to the audience that John is a little fearful of Danforth, as he knows that he could sentence himself and his wife to death at any time. When Elizabeth Proctor was accused of witchcraft due to the poppet that was found and Abigails accusation this made John angry. In court John is sarcastic about this and tries to change the subject and make it funny: There might also be a dragon with five legs in my house but no one has ever seen it! This language also shows that John is biding time with the court. If I where producing this play then I would have John laughing, looking around the court but no one else would be laughing. This could indicate that he is scared and is trying to laugh it of or this could be so he can think of more negatives about Abigail and prove that she is lying. John is also indiscreet as he tells Danforth about how Abigail laughed during Prayer: she were twice this year put out of this meetin house for laughter during prayer! John also shows that he is nasty as he calls Abigail a whore. Consequently this proves that John Proctor wants to seek revenge on Abigail. Even though this makes Abigail sound like the victim she is not as she is the one who is making false allegations against honest, well respected members of the community. When John is presenting his own case to save his life he is like a hero and he is very brave. He tells Danforth what he actually thinks of him: I see the boot of Lucifer, I see his dirty face, and it is my face and yours Danforth!

Applications of CAPTCHA

Applications of CAPTCHA Ramteen Talib CAPTCHA is a powerful tool Qingkun Ramteen Talib A CAPTCHA or Captcha is a type of challenge-response test used in to computing o ensure that the response is not generated by a computer. CAPTCHAÂÂ   requires that the user type letters or digits from a distorted image that appears on the screen. Any user entering a correct solution is presumed to be human else user is bot and denied access. It is sometimes described as a reverse Turing test. OCRs(Optical Character Recognition) are not able to read CAPTCHAs Characteristeics A CAPTCHA is a means of automatically generating new challenges which: Current software is unable to solve accurately. Most humans can solve Does not rely on the type of CAPTCHA being new to the attacker. CAPTCHAs rely on difficult problems in artificial intelligence Origin First developed by Alta Vistain 1997.The term coined in 2000 by Luis von Ahn, Manuel Blum and Nicholas J. Hopper of Carnegie Mellon University and John Langford of IBM. Primitive CAPTCHAs seem to have been developed in 1997 by Andrei Broder, Martin Abadi, Krishna Bharat, and Mark Lillibridge to prevent bots from adding URLs to their search engine. Turning Test Proposed by Alan Turing To test a machines level of intelligence Human judge asks questions to two participants, one is a machine, he doesnt know which is which, If judge cant tell which is the machine, the machine passes the test. CAPTCHA employs a reverse Turing test, Judge = CAPTCHA program , Participant = user if user passes CAPTCHA, he is human If user fails, it is a machine Types of CAPTCHAs 1.Text Based CAPTCHAs 2.Graphics Based CAPTCHAs 3.Audio or Sound Based CAPTCHAs Text Based Typically relay on sophisticated distortion of text images rendering them unrecognizable to the state of the art of the pattern recognition programs but recognizable by humans. Examples: Simple, normal language questions: What is sum of three and thirty-five? If today is Saturday, what is day after tomorrow? Very effective, needs a large question bank Cognitively challenged users find it hard . Gimpy: Originally designed by Yahoo and CMU. Based on human ability to read heavily distorted and corrupted text. works by choosing a certain number of words from a dictionary, and then displaying them corrupted and distorted in an image; after that Gimpy asks the user to type the words displayed in that image. EZ-Gimpy: A modified version of Gimpy. Used in Yahoo Messenger Service. It contains only one random character string. The word is random and not picked from the dictionary. Its not a good implementation of CAPTCHA, and already broken OCRs. MSN Passport service CAPTCHAs: its provided for Microsoft MSN services. uses 8 characters. Warping is used to distort. Its very strongly implemented and hasnÂÂ ·t been broken Graphic Based CAPTCHAs Requires user to perform image recognition test. Examples: IMAGINATION: CAPTCHA that requires two steps to be passed. first step visitor clicks elsewhere on the picture that composed of a few images and selects in this way a single image. second step the selected image is loaded. It is enlarged but very distorted. Also variants of the answer are loaded on the client side. The visitor should select a correct answer from the set of the proposed words. BONGO: After M.M.Bongard, pattern recognition expert. User has to solve a pattern recognition problem. ASSIRA: Animal Species Image Recognition for Restricting Access. Its a HIP that works by asking users to identify photographs of cats and dogs. Difficult for computers but humans can accomplish it very quickly and accurately. Audio CAPTCHAs Require user to solve a speech recognition test. In this version of captcha letters are read aloud instead of being displayed in an image. Helps visually disabled users Below is the Googles audio enabled CAPTCHA. 3D CAPTCHA 3DCaptcha is the captcha nice to humans, bad to machines. It is written in PHP. A new approach to captchas, using humans spatial cognition abilities to differentiate humans from machines. It uses a markov-chain to generate words that resemble human language and are easy to type, yet avoid dictionary lookups. It filters profane language. Its easy to deploy. Re-CAPTCHA Free CAPTCHA service that helps to digitize books, newspapers and old time radio shows. reCAPTCHA improves the process of digitizing books by sending words that cannot be read by computers to the Web in the form of CAPTCHAs for humans to decipher. Each word that cannot be read correctly by OCR is placed on animage and used as a CAPTCHA. This is possible because most OCR programs alert you when a wordcannot be read correctly. Working of reCAPTCHA: Two words are shown, one word is known as Control Word, and another one is known a questionable word. System assumes that if human types the control word correctly, the questionable word is also correct. The identification performed by each OCR program is given a value of 0.5 points, and each interpretation by a human is given a full point. Once a given identification hits 2.5 votes, the word is considered called. Applications Preventing Comment Spam in Blogs Protecting Website Registration Protecting Email Address From Scrapers Online Polls Preventing Dictionary Attacks Search Engine Bots Worms and Spam Advancing Artificial Intelligence Called Hard-AI problems. CAPTCHA tests are based on open problems in artificial intelligence (AI). A win-win scenario: Either a CAPTCHA is not broken and there is a way to differentiate humans from computers. Or the CAPTCHA is broken and an AI problem is solved. Thus AI knowledge is advanced if CAPTCHAs are broken. V/S Constructing CAPTCHAs Things to keep in mind: Dont store CAPTCHA solution in Web pages meta data A CAPTCHA is no good if it doesnt distort Need a large database of different CAPTCHA questions Avoid repetition of questions CAPTCHA Logic: Generate the question Persist the correct answer Present the question to user Evaluate answer, if incorrect, start again-Generate a different CAPTCHA If correct, allow access to user Guidelines: Accessibility Image security Script security Security after widespread adoption Custom implementation or a general CAPTCHA? Breaking CAPTCHAs Cracking CAPTCHAs through programs Convert CAPTCHA into greyscale Detect patterns in the image corresponding to characters Or, read session files of that user and know the CAPTCHA word Solution: Only store a hash of the CAPTCHA word in session files Issues with CAPTCHAs Usability issues W3C mandates Web to be accessible to all people Some CAPTCHAs are inaccessible to visually impaired, cognitively challenged people Compatibility issues JavaScript may need to be activated in browsers Some may need Adobe Flash plugin installed Real World Conclusion CAPTCHAs are an effective way to counter bots and reduce spam They serve dual purposeÂÂ ²help advance AI knowledge Applications are variedÂÂ ²from stopping bots to character recognition pattern matching Some issues with current implementations represent challenges for future improvements

Crafting a Research Study Outline Essays -- Research Management

The title of my research simulation is Early childhood caries and the effects on young children’s emotional well-being. This study will examine how parental perception of early childhood caries impacts young children’s emotional well- being. The overall goal of this study is to identify barriers to treatment of early childhood caries in preschoolers. In addition, the study will describe the 1) prevalence of ECC in a preschool population, 2) parent oral health knowledge, attitudes, beliefs and behaviors, and 3) the impact that early childhood caries have on young children’s quality of life. â€Å"Early childhood caries (ECC) has been defined as the presence of one or more decayed (noncavitated or cavitated lesions), missing (due to caries), or filled tooth surface on any primary tooth in children up to 71 months of age† (Hallett & O’Rourke, 2003) . â€Å"Severe early childhood caries (S-ECC) is currently defined by American Association of Pediatric Dentistry (AAPD) as any sign of decay on smooth tooth surfaces in children younger than 3 years of age, or, in children aged 3 to 5 years, carious involvement of one or more smooth surfaces of the upper front teeth† (Virdi, Bajaj, & Kumar, 2010). Early childhood caries was originally called baby bottle tooth decay. There are several factors which contribute the promotion of ECC. â€Å"Factors such as dietary practices, familial socioeconomic background, lack of parental education over dental hygiene and lack of access to adequate dental care attribute to the widespread prevalence of ECC† (Virdi, Ba jaj, & Kumar, 2010). Early childhood caries have become the most prevalent preventable childhood disease. Oral health status is related to the overall quality of life for children. The impact of untreated ... ...ing Early Childhood Research: International Perspectives on Theory & Practice (2 ed.). New York: Mc Graw Hill. Ryan, K. J., Brady, J. V., Cooke, R. E., Height, D. I., Jonsen, A. R., King, P., et al. (1979, April 18). The Belmont Report Ethical Principles and Guidelines for the protection of human subjects of research. Retrieved June 25, 2011, from National Institute of Health: http://ohsr.od.nih.gov/guidelines/belmont.html#gob3 Tinanoff, N., & Reisine, S. (2009). Update on Early Childhood Caries Since the Surgeon General's Report. Academic Pediatrics, 9(6), 396-403. Virdi, M., Bajaj, N., & Kumar, A. (2010, September 07). Prevalence of Severe Early Childhood Caries in Pre-School Children in Bahadurgarh, Haryana, India. The Internet Journal of Epidemiology, 8(2). Whiting, L., & Forbes, J. (2009, June). Research involving children. Paediatric Nursing, 21(5), 32-36.

The Character Achilles in Homers The Iliad Essay -- Iliad essays

The Character Achilles in Homer's The Iliad "The first book of The Iliad, appropriately titled the "Rage of Achilles," sets the scene for the remainder of the epic" (selu.edu/Academics/Depts/WritingCenter/The_Growth_of_Achilles.htm). "This rage is invoked by pride, a theme of pivotal importance for the Greeks. Pride is the source of the conflict between Achilles and Agamemnon in Book 1. The incident that provoked Achilles rage took place in the tenth and final year of the Achaean attack on Troy. The king is angered by what he sees as a challenge to his authority. He is furious at Calchas for indicting Agamemnon as the cause of the plague. Rather than graciously admit his mistake, the king becomes monstrous and demands compensation for what should not have been his in the first place. He knows what he must do for the sake of the army, but he demands recognition of his privileged status as king" (gradesaver.com/ClassicNotes/Titles/iliad/summ1.htm). "Agamemnon seizes Achilles' prize, the beautiful Briseis, to sooth his own wounded pride" (selu.edu/Academics/Depts/WritingCenter/The_Growth_of_Achilles.htm). "Achilles, in turn, demands recognition of his status as the greatest warrior among the Achaeans. The loss of Briseis is not humiliating because he has any kind of romantic attachment to her. It is humiliating because she was a prize given to Achilles by Agamemnon for valor"(gradesaver.com/ClassicNotes/Titles/iliad/summ1.htm). "When Agamemnon takes her away as is technically his right to do, although it clearly violates rules of respect and honorable conduct he dishonors Achilles horribly and devalues Achilles' contributions as a warrior" (Approaches of Teaching Homer's Iliad, p37). 'Even though Achilles is correct to sugges... ... 51 Copyright (c) 2003 Fagles, Robert The Iliad Penguin Classics June 2001 Rouse, W.H. D. Homer The Iliad The Story of Achilles published by the New York American Library New York and Toronto First Published 1938 Lawall, Sarah The Norton Anthology World Masterpieces Seventh Edition Volume 1 W.W. Norton and Company, Inc. Copyright 1984 Myrsiades, Kostas Approaches to Teaching Homer's Iliad and Odyssey The Modern Language Association of America New York Fourth Printing 1993 http://www.selu.edu/Academics/Depts/WritingCenter/The_Growth_of_Achilles.htm http://classics.allinfoabout.com/articles/homer.htm http://www.thinkquest.org/library/site_sum.html?tname=23057&url=23057/iliad4.htl http://astro.temple.edu/~rguay/iliad3.pdf www.gutenberg.net/1/0/7/1/10716/10716-h/10716-h.html www.uweb.ucsb.edu/~bmaatuk/achilles.html

Employment with a Criminal Background Essay -- Jobs Career

Employment with a Criminal Background Seeking employment is highly competitive, and it becomes more difficult when in poverty and with a criminal past. Many factors influence this complex situation. Hiring an exconvict does pose a risk to the employer, and negative stereotypes reinforce anxiety over this risk. A common belief is that a criminal background means a person can’t be trusted and that they might re-offend, and if the applicant re-offends the employer could be charged with negligent hiring. The theory that criminals commit crime for financial reasons suggests a linking between poverty and crime. Placing offenders in employment brings stability and serves to reduce the tendency to re-offend. There are training programs in and out of prison that have been designed to help ex-cons develop job skills; however success of these programs is still debatable. There are also horror stories of what some ex-cons have done in places of employment, including harm other employees. Thus it is understandable for employers to not want to be exposed to a risk but this does not help those in poverty with criminal records. The challenges ex-cons face trying to find employment as well as the options available to them will be further explored. There can be various factors that affect how an ex-con applicant is viewed and treated. Employers may look at the seriousness of the offense. For instance, people will more likely be hired after property offenses than after violent crime and murder (Albright and Furjen ). In a study measuring employer’s attitudes towards ex-con applicants, it was found the type of offense can play a big role in being hired. â€Å"Employers in this study also indicated that the more information they recei... ...-30. Jones, Mark and Barbara Sims. â€Å"Recidivism of offenders released from prison in North Carolina: a gender comparison.† Prison Journal 77.3 (Sept 1997): 335-49. Petersilia, Joan. When Prisoners Come Home. New York: Oxford, 2003. Saxonhouse, Elena. â€Å"Equal protection: comparing former felons' challenges to disenfranchisement and employment discrimination.† Stanford Law Review 56 (May 2004): 1597-1640). Tatge, Mark. â€Å"With Unemployment Low, Employers Turn to Ex-Cons to Fill Open.† Wall Street Journal 24 April 2000. 10 May 2005 . Turner, Susan and Joan Petersilia. â€Å"Work release in Washington: effects on recidivism and corrections costs.† Prison Journal 76.2 (June 1996): 138-65. Weygandt, Scott. â€Å"Focusing on employment: NIC's career center project.† Corrections Today 65.5 (August 2003): 112-15. Employment with a Criminal Background Essay -- Jobs Career Employment with a Criminal Background Seeking employment is highly competitive, and it becomes more difficult when in poverty and with a criminal past. Many factors influence this complex situation. Hiring an exconvict does pose a risk to the employer, and negative stereotypes reinforce anxiety over this risk. A common belief is that a criminal background means a person can’t be trusted and that they might re-offend, and if the applicant re-offends the employer could be charged with negligent hiring. The theory that criminals commit crime for financial reasons suggests a linking between poverty and crime. Placing offenders in employment brings stability and serves to reduce the tendency to re-offend. There are training programs in and out of prison that have been designed to help ex-cons develop job skills; however success of these programs is still debatable. There are also horror stories of what some ex-cons have done in places of employment, including harm other employees. Thus it is understandable for employers to not want to be exposed to a risk but this does not help those in poverty with criminal records. The challenges ex-cons face trying to find employment as well as the options available to them will be further explored. There can be various factors that affect how an ex-con applicant is viewed and treated. Employers may look at the seriousness of the offense. For instance, people will more likely be hired after property offenses than after violent crime and murder (Albright and Furjen ). In a study measuring employer’s attitudes towards ex-con applicants, it was found the type of offense can play a big role in being hired. â€Å"Employers in this study also indicated that the more information they recei... ...-30. Jones, Mark and Barbara Sims. â€Å"Recidivism of offenders released from prison in North Carolina: a gender comparison.† Prison Journal 77.3 (Sept 1997): 335-49. Petersilia, Joan. When Prisoners Come Home. New York: Oxford, 2003. Saxonhouse, Elena. â€Å"Equal protection: comparing former felons' challenges to disenfranchisement and employment discrimination.† Stanford Law Review 56 (May 2004): 1597-1640). Tatge, Mark. â€Å"With Unemployment Low, Employers Turn to Ex-Cons to Fill Open.† Wall Street Journal 24 April 2000. 10 May 2005 . Turner, Susan and Joan Petersilia. â€Å"Work release in Washington: effects on recidivism and corrections costs.† Prison Journal 76.2 (June 1996): 138-65. Weygandt, Scott. â€Å"Focusing on employment: NIC's career center project.† Corrections Today 65.5 (August 2003): 112-15.

Integrated Marketing Comunication

IMC PLAN by Daniela Stolk Table of Contents 1. 0 2. 0 Executive Summary Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 3. 0 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 4. 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC Budget Agency Selection Internet Website 5. 0 IMC Objective One – Consumer 5. 5. 2 Marketing Budget – Consumer IMC Methodologies – Consumer 5. 2. 1 Advertising – Consumer 5. 2. 1. 1 5. 2. 1. 2 5. 2. 1. 3 5. 2. 2 Advertising Budget Creative Brief – Consumer Advertising Design Consumer Promotions 3 5. 2. 3 5. 2. 4 5. 2. 5 5. 3 5. 3. 1 6. 0 Personal Selling – Consumer Sponsorship Programs Database Programs Sample Media Schedule – Radio 45 46 47 49 51 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 69 70 71 72 73 75 76 77 78 Media Plan IMC Objective Two – Distribution 6. 1 6. 2 Marketing Budget – Distribution IMC Methodologies 6. 2. 1 Advertising – Distribution 6. 2. 1. 1 6. 2. 1. 2 6. 2. 1. 3 6. 2. 2 6. . 3 6. 3 Advertising Media Budget Creative Brief – Distibution Advertising Design Trade Promotions Personal Selling – Distribution Media Plan 7. 0 Strategic Planning 7. 1 7. 2 7. 3 7. 4 7. 5 7. 6 7. 7 7. 8 7. 9 Company Background Mission and Vision Statement Goals and Objectives Product Review SWOT Analysis SWOT Matrix Marketing Mix Strategies Management Team Industry Research 8. 0 Corporate ID 8. 1 8. 2 8. 3 Letterhead Envelope Business Card 4 9. 0 Advertising Campaign 9. 1 9. 2 9. 3 9. 4 9. 5 9. 6 9. 7 9. 8 9. 9 3 Ad Series TV Story Board Radio Script Press Release Direct Mail Piece Banner Ad Billboard Poster POP Exhibit 9 80 83 86 87 88 90 91 92 93 5 1. 0 Executive Summary 1. 0 Executive Summary The following is an integrated marketing communications plan designed for HOLA Jewelry. This plan includes a promotion opportunity analysis, corporate strategies and our IMC Objectives: Consumer and Distribution. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. Additionally, a media plan and methods of evaluating the success of this IMC plan are described. HOLA is a unique and high-end jewelry brand that wants to introduce beautiful fashion statement.Not only will we sell a beautiful fashion statement but a great concept along with the brand that will give us the opportunity to enhance our brand image. Our products will be offered in sterling silver and gold with multiple designs of earrings, bracelets, rings and necklaces. This brand is primarily offered to Hispanics in the USA. The main idea is to bring a sense of unity and pride among Hispanic Americans living i n the USA. They will not only love the fact of wearing beautiful jewelry, but the fact to be supporting Hispanic non-profit organizations by buying our products.Since HOLA is a new brand that will be launching in the beginning of 2009, we want to make sure to create brand awareness among potential customers and future distribution partners by advertising in various medias. Our main objectives for this IMC plan are to build a strong brand image, to develop brand awareness and to enhance the firm image. On the other hand, we also want to encourage distribution channels to carry our products in order to be able to increase market share, sales volume and to build customer traffic.HOLA’s target market for the consumer segment is males and females between the ages of 1835, who represent middle to high-class status and who can afford to buy jewelry. This segment is directed primarily to Hispanics. It is a huge and dominant market that gives us the opportunity to be targeting to this specific market for the first launch in order to later infiltrate into different 7 markets. To successfully reach our target market, we will utilize magazines, radio and direct marketing pieces. Our main goal is to create a marketing communications program that includes advertising, sponsorships, promotions and direct marketing.This will allow us to increase market share and to build customer traffic. 8 2. 0 Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 2. 0 Promotion Opportunity Analysis HOLA is a beautiful and elegant jewelry brand that will be launching its first collection in January 2009. The name says it all; it is a beautiful word and the most famous Spanish word worldwide. Also the word HOLA has a wonderful meaning: ‘’HERITAGE OF LATIN AMERICA’’. Latin Americans, being the first minority in the United States, represent a huge market.This population is growing at a 5 to 1 pace and there is no jewelry brand offered specifically to this market. The main concept of this brand is the fact that it is directed to the Latin American Population in USA. Our primary marketing strategy is to create brand awareness in the beginning of the first launch. We want position HOLA as the number one jewelry brand in the consumer’s mind. We want to make sure that our main target market understands not only HOLA’s unique business concept but also the unity it will bring with the Hispanic population in USA.By doing so, HOLA will be able to build loyal customers that will start the word of mouth throughout this powerful market and that will continue to spread into new markets. The main target market for HOLA are Latin American males and females who are 18 and 35 years of age, that represent middle to high-class status who are able to afford fine jewelry. In addition to that, people who are proud of their heritage and background history and that love and can afford to wear beautiful jewelry.In terms of the marketing mix variables, HOLA wants to introduce a unique and well-designed collection that will include multiple designs in sterling silver and gold with precious stones, such as diamonds, rubies, sapphires and emeralds. A line of silver and gold combined will also be available. The beautiful design has tremendous flexibility for collections that will be launched in the future. We consider the design is beautiful and well rounded, it allows endless combinations for pendants, earrings, bracelets, rings, necklaces, etc.A line for children and a religious one will also be considered for future collections. The pricing strategy will set up to a higher than average price among its competitors. HOLA wants to position itself as an upscale brand as well as superior quality jewelry. 10 HOLA wants to promote itself with famous Latin American celebrities, charity events, holidays, sponsorships and tourism. We also want to reach our main target market through a variety of media such as magazine ads, catalogs, Internet and various channel promotions.HOLA Jewelry will focus its main distribution in those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. The first launch will be based in South Florida. The jewelry collection will be available in middle to high-level retail stores such as Nordstrom and Macy’s. In addition to that, the line will also be available online at the HOLA website. Today, the Internet is growing and people prefer to do online shopping than going to the actual store. 11 2. 1 Communications Analysis The jewelry market is a huge one.The USA has a 45% consumption rate in contrast to the rest of the world; which means that almost half of the world’s jewelry market is consumed by the USA. Since this is such a strong and huge market, jewelry brands that are able to spend more money in the communication strategy need to use the most successful methods. The most common used channels are magazines, direct marketing, trade shows and the Internet. The high-end jewelry brands advertise their products mainly through magazine ads, direct marketing and trade shows. When advertising for magazine ads, they will either introduce new collections or simply notify heir loyal customers to continue to visit their stores. These high-end jewelry brands such as Tous, Tiffany’s and Bulgary also utilize direct marketing in order to keep their customers aware of what they have available. The primary direct marketing tool that is used are catalogs, which are sent monthly to subscribers who can afford to buy their fine jewelry constantly. Trade shows are a very powerful use of communication channel because jewelry brands are able to introduce new collections as well as building relationships with distribution partners such as Nordstrom, Macy’s and Neiman Marcus.Today, the Internet is also very usefu l because almost every business has an online website where they sell their products and try to turn visitors into future buyers and subscribers. With online subscribers, the marketing team will be provided with an online database with information such as name, age, gender, zip code and email address. This information is successful because customers will be aware of product promotions, sales and new collections that will be sent through emails. The lower-end jewelry brands such as small boutiques or low priced jewelry spend less money on developing a strong brand.Some small boutiques can’t afford to spend money on magazine ads or direct marketing and so they utilize the Internet as their primary communication channel. They try to promote and sell their products through their websites. In order to have consumers to come and visit their store, the most successful method is by word of mouth. 12 On the other hand, low priced jewelry distribute their products through low- to †“middle end retailers such as Walmart, TJ Max and Target. This positions their products as middle-to-low end quality that most people who represent low to middle high-class status will be able to afford. 3 2. 2 Competitive Analysis Even though the jewelry market is a huge one with many brands and with a high level of competition; HOLA has no main competitor because of the way this brand is being developed and launched. Additionally, our unique philosophy and image won’t allow HOLA to have a major competitor. However, there is a brand that will be considered a minor competitor because of the similarity of the design concept and the target it reaches the most (Hispanic). In comparison to HOLA; Tous is a strong jewelry brand that started their collections with a symbol of a bear.This symbol has been and is still being used in almost every design that Tous provides. Unlike HOLA, Tous is already a well-established brand that has been in business for many years. Not only does Tou s is well known for their jewelry and famous bear, but also for the beautiful handbags they offer that have been a very powerful trend for years. Tous is what will be considered as our competitor because HOLA wants to stick with the concept of introducing a symbol that will be part of the design in each and every earring, bracelet, necklace and ring offered.Since it has been such a powerful strategy for Tous to build a strong and recognizable image HOLA will introduce their first collection with the logo and the word â€Å"HOLA† on it. This will represent what Tous used as the bear symbol. Aside from the similarity of the design concept, Tous’s main target market are Hispanics. Since this brand was first introduced in Spain, it has been able to reach a big part of the Hispanic Market in the USA. Their ads and website are also provided in English and Spanish.This is why Tous will be considered not only a competitor but also a business model to follow. 14 2. 3 Opportunit y Analysis An analysis of the high-end jewelry market as well as the Hispanic market shows several opportunities for HOLA Jewelry. These opportunities will reveal the plan HOLA wants to pursue for consumers and distribution. Consumers †¢ HOLA has the powerful opportunity to build a strong brand image by targeting to the Hispanic Market in the USA. This market is a huge and dominant one. This allows HOLA to establish itself as a powerful jewelry brand in the USA.The fact that HOLA is targeting to this specific market also gives the opportunity to expand to different markets in the future in order to grow and become a high-end jewelry brand. †¢ Latin Americans have a high rate of consumption in the jewelry market. In addition, the jewelry market is a $40 billion per year industry. This is why HOLA will have the opportunity to develop brand awareness as well as to establish itself in this powerful market because consumers will have a new and unique brand available with a mean ingful message tailored to them. Our unique marketing approach will allow us to enhance the firm image. Consumers will feel proud to wear HOLA Jewelry because of its meaningful concept and the unity it wants to bring among Hispanics in the USA and the fact that part of the sales will be donated to Hispanic charities around the country. Distribution †¢ HOLA will have the opportunity to increase market share through a selective distribution. Its products will be sold to specific middle to high-level retailers in the USA. By doing so, we will be able to better infiltrate into the jewelry market and to better reach our main target market. 15 HOLA will have the opportunity to increase sales volume by distributing its products in different geographic locations in the USA. They will be determined according to those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. †¢ Through new channels of direct distribution, HOLA will have the opportunity to build customer traffic. Sales through the Internet and catalogs will be the two main channels that will allow the traffic growth. 16 2. 4 Target Market Analysis Target Market HOLA’s target market will be a Hispanic American who is looking for modern and high-quality jewelry.The target is a person who will be highly influenced by other Hispanics and who will be able to follow this new trend by wearing HOLA jewelry and feel proud of their roots. The target will also be someone who has a passion for fashion jewelry and are the typical trend followers. Someone who is willing to spend money in order to satisfy their wants and feel with a unique and modern look. Our marketing campaign focuses on two target segments: 1. Hispanic Target: Hispanic males and females between the ages of 18-35 with a total annual family income of $75,000 and up who represent middle to high-class status and can afford to buy fine jewelry 2.American Target: American Males and f emales between the ages of 18-35 with a total annual family income of $75,000 who represent middle to high-class status and can afford to buy jewelry. †¢ Males are considered to be part of the two target segments not only because there will be designs offered to them; also because they are the ones who are considered to be buying jewelry for their spouse, fiancee or daughter on special occasions. Customer Analysis HOLA will focus on a special kind of customer: the kind of person who is proud to be a Hispanic living in the USA and who likes to wear fine jewelry.The psychographics will allow us to determine the different consumer segments that will feel satisfied by buying HOLA products. †¢ Hispanic Pride: This group will include Hispanics who are proud of their heritage and live in the USA trying to blend in and be part of this country. These customers will feel 17 proud to wear HOLA jewelry not only because of its modern and unique look but also because of its unique busin ess concept. †¢ Fine Jewelry Lovers: These are the typical customers who love to wear jewelry on a daily basis.Hispanics have a high purchasing power in the jewelry industry; this is why this segment includes fashion lovers who are ambitious and who are willing to pay more for high quality jewelry. Segmentation Analysis †¢ Consumer: The consumer market is based and segmented by age, lifestyle, income and personal interest. The two segments include Hispanics as a primary target and Americans as and a secondary target. The groups share the same interests, lifestyle and annual income. The Hispanic group is considered the primary target because it is the market that is trying to be reach first.On the other hand, the secondary target includes Americans who will also be considered part of the target market but as a secondary market that will be reached completely after the brand is well established and considered not only for Hispanics but just a jewelry brand offered to a wide public. †¢ Distribution: HOLA’s main distribution will be through different states where there is the most concentration of Hispanics. These states include Florida, Arizona, Texas, Illinois and California. These five states will allow HOLA to distribute the jewelry lines to different middle to high-end stores available in each state. 8 3. 0 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 3. 0 Corporate Strategies HOLA’s image is based on offering a beautiful, elegant and entirely unique line of jewelry. HOLA also wants to introduce a concept along with the brand that connects directly to the Hispanic Market. This is why HOLA stands for Heritage of Latin America. In order to start building a strong brand, HOLA will start by developing a unique and elegant line of jewelry that will be appealing to the Hispanic Market in USA.Research and efforts will be m ade to attract the primary market in the beginning of the first launch. HOLA’s goal is to create a strong image among its competitors by creating brand awareness through uniqueness and differentiation. Through marketing efforts such as advertising, sales promotions, public relations and sponsorships; HOLA will be able to start building potential customers as well as developing relationships and contracts with leading retailers to maximize the exposure of their products. 20 3. 1 Corporate Image StrategiesHOLA’s corporate goal is to be become one of the most modern and unique lines of jewelry offered to the Hispanic Market in the USA. In addition to that, HOLA wants to bring a sense of unity and pride among Hispanics Americans through a representation of the brand with famous Hispanic celebrities around the country, charity organizations, special promotions, public relations, etc. It is a society pulled in two directions, trying to blend in and be part of this country wh ile remaining true and proud to their unique heritage.They have become a huge and strong market in the USA, since they represent almost 16% of the entire population and a big influence in this country’s everyday life. By being introduced to this new line of jewelry, Hispanics will start to follow this new trend that offers a meaningful concept to them. HOLA wants their future customers to know that they will be provided with beautiful and unique designs of earrings, bracelets, necklaces and rings offered in sterling silver and gold with a variety of precious stones, based around a basic design using the word â€Å"hola†.In order to start this new trend successfully, HOLA will start building new customers by implementing unique strategies of advertisements, sales promotions, public relations and sponsorships. The fact that HOLA will be donating part of its sales to charity organizations will attract consumers to buy our products. This will allow HOLA to help build and m aintain a strong image in the market place as well as brand awareness. Even though these strategies will help this brand to become one the most modern and unique lines of jewelry to wear with its meaningful business concept; there are certain obstacles that might have to be overcome.This is an untested concept, it remains to be seen if it will resonate with the Latin community. 21 3. 2 Brand Development Strategy The brand name â€Å"HOLA† was selected because the word â€Å"HOLA† is the most common word among Hispanics and also one of the few Spanish word that is understood by Americans. Almost everyone knows the meaning of it and it expresses â€Å"friendship†. HOLA wants to introduce a jewelry line in the USA that stands for Heritage Of Latin America.The brand is trying to communicate primarily with the Hispanic market and by using this well-known word; future customers will eventually feel familiarized and will evoke positive feelings from the brand name and its concept. The name â€Å"HOLA† will be a successful word that has a high level of stimulus codability because it has a meaning and cultural concept behind the word. The brand name will be easily recognized in advertisements and it will immediately grab the attention to its main target market. Each design will be built with the HOLA symbol in order to make this shape recognizable in every jewelry design.Since the word is famous and communicates â€Å"friendship†, the brand will be able to sell its products though the use of this word in every piece of jewelry. The logo is an undulated square plaque with rounded corners, 4 holes (one on each corner) and a smaller hole in the center, which represents the letter ’’O’’. Part of the word HOLA, which is carved through the design, gets together with the letters ‘’L’’ and ‘’A’’; which ends up on a beautiful symbol that will be perfect to use in the first collection in order to promote the brand successfully in the beginning of the first launch.The symbol has the word HOLA in the middle in order to be recognized easily. The logo remains consistent with the brand image by representing elegance and uniqueness. The logo’s color is gray with a platinum effect that represents a modern look as well as the typical sterling silver color in jewelry. HOLA wants to transmit an overall look of simplicity as well as cleanliness. The lines will be available for women, men and children. The design is very well rounded and allows endless possibilities in jewelry for future collections that are being developed.HOLA wants to communicate two main words: â€Å"unity† and â€Å"friendship†. This market will not only love the fact to wear beautiful jewelry designs but the fact that they represent a huge market in the USA that share a unique heritage: history, roots, language, culture, art, family values and traditions. 22 L ogo Design 23 3. 3 Brand Positioning Strategy HOLA is positioned based on its attributes and price-quality relationship. It wants to position itself in consumers mind as a modern and unique jewelry brand that not only represents a beautiful fashion statement, but a cultural meaning within the brand.HOLA wants to build an effective positioning strategy so that the firm can expand itself into new markets in the future. HOLA wants to establish long-term relationships with both, consumers and distribution partners. The quality and elegance of the jewelry collection will be positioned in the consumer’s mind as a beautiful piece of jewelry to wear and to feel proud of wearing. In contrast to its major competitors, we will offer an affordable price with a good value for attractive jewelry designs appealing to a wide public. Most jewelry brands limit their main target marketing by offering designs only to females.On the other hand, HOLA will offer multiple designs to both, males and females. By wearing HOLA, Hispanics will feel proud of their heritage. They will be able to represent their cultural background with a universal word that offers friendship. Many Hispanics wear fine jewelry because of tradition and over half own a piece of religious fine jewelry. They also follow the latest trends, such as right-hand rings and three-stone jewelry. There are many occasions like: birthdays, Christmas, Father’s day, Mother’s day, etc. Any occasion will be perfect to buy this jewelry – a unique cultural symbol and a unique and beautiful fashion statement.HOLA is more than a brand; it is a business concept that wants to incorporate sports, successful Latin American celebrities, charity organizations, tourism and art to its jewelry line. By donating part of its sales to charity organizations; HOLA will attract consumers to buy our products. 24 3. 4 Public Relations Strategy HOLA will hire an external PR consultant to handle our press and make our info rmation newsworthy. The consultant will be part of a PR agency; they will be in charge of monitoring internal and external publics and provide positive information about our company.We have to work hard on informing our consultant about our business concept and company background. Otherwise, the audience will think this is just like every other jewelry brand. We have to make sure to provide successful information about our unique strategy that is being developed as part of this brand. Our primary strategy is to maintain a consistent image of community involvement within the Hispanics living in the USA. We will generate positive publicity by informing the audience about our unique brand that wants to bring a sense of unity among Hispanics besides the beautiful jewelry we will be offering.The fact that HOLA will be donating part of our profits to charity organizations will put a positive image into the consumers mind. We will also establish a strong brand reputation through sponsorshi p events and campaigns that will inform the audience on how they can change someone’s life by buying our products and becoming part of the HOLA spirit. 25 3. 5 Evaluation Evaluations for our consumer objective will be conducted internally and by DS Innovation Media through constant marketing research that will take place after the launch of the brand in 2010.These evaluations will be done early in the year in order to plan for the rest of the year according to the studies made. The evaluation will involve an in-depth analysis of the brand awareness and brand image, positioning, advertising campaign, consumer promotions and direct marketing. The analysis will provide us with the necessary feedback concerning our advertising goals and objectives for the next year. Brand awareness and brand image will be evaluated by conducting surveys to individuals that fit our main target market. It will also be evaluated by looking at our website traffic and the number of subscribers in our database.The awareness will be collected by the end of each year and later studied in order to follow with a new approach if the current one is not increasing brand awareness. The position analysis will be measured by the end of the year. Our Marketing Director and the rest of the consulting team will evaluate this. The analysis will allow us to know if the right positioning was projected. The results will let us adjust our main goals and objectives for the next year. The advertising campaign will be evaluated by conducting an advertising impact study.The information provided from this study will allow us to know how efficient and influential our campaign has been. We want to know if we are reaching the main target market and if they are getting the concept of the brand and the meaning of the word â€Å"HOLA† through our advertisements. All this information will be available through attitude and opinion tests. Our consumer promotions’ effectiveness will be evaluated by measuring the amount of customers that bought our products by utilizing gift cards that were sent through direct mail. This will be determined by information that will be kept from purchases made online or at a retail store.This evaluation is also part of the direct mail program. This will allow us to see the impact of the direct mailing. DS Innovation media will be in charge of evaluating the effectiveness of these efforts. 26 To evaluate the distribution component we will utilize various methods of evaluation. We will analyze the impact of our advertising to our members of the distribution channel. This will consist of a large study conducted internally and externally. The evaluation will include an analysis of the personal selling aspect and trade promotions. Personal selling will be a very important aspect of our evaluation.It will be done during March and April. We want to find if the satisfaction level of our distribution channel members is what we projected. This will consis t of an examination that will determine the overall satisfaction of our business customers. Trade promotions will also be part of our evaluation since we are utilizing this method to push our products through the channel. We will examine the effectiveness of the promotions we used previously and how it impacted sales. According the results on the effectiveness we will later determine what will remain consistent or what needs to change from the previous trade promotions. 27 . 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC Budget Agency Selection Internet Website 4. 0 IMC Management HOLA’S main objectives for this plan are to develop brand awareness and to reach our main target market. In order to do so, we will implement strong marketing strategies in the consumer and distribution market. The overall budget for this IMC plan for the year 2010 will be a total of $1,639,000. The largest portion of the budget will be spent on media cost in order to fulfill for our number one objective (consumer). This portion is $1,087,000, which is 66% of the overall budget.A smaller portion will be allocated to the distribution efforts. It will be 34% of the overall budget, which is a total of $552,000. 29 4. 1 IMC Objectives HOLA’s primary objective is to develop brand awareness. Advertising efforts will allow us to inform potential customer and distribution partners about our products. The following marketing objectives will help us achieve our main goals. Objective One (Consumer) – To create brand awareness among Hispanics in the USA. – To position HOLA as a unique and high-end jewelry brand. – To inform potential customers about our unique business concept.Objective Two (Distribution) – To encourage channel members to carry our products. – To persuade channel members to provide information to potential customers about our business concept. 30 4. 2 IMC Budget HOLA’S total expense b udget is set to $1,639,000. The IMC budget will be allocated into two main objectives: IMC Objective 1 (Consumer), IMC Objective 2 (Distribution). The total budget will be distributed as follows: -IMC Objective 1 (Consumer): $1,087,000 -IMC Objective 2 (Distribution): $552,000 IMC Objective 1 addresses the need to create brand awareness towards potential customers.Most of the budget will be spent on media costs and brand development. Therefore, 66% of the IMC budget is allocated to his objective, of which 40% will be spent on advertising. IMC Objective 2 addresses the needs of the channel of distribution. We will use 34% of the total budget in order to market potential customers, of which 20% will be spent on advertising. 31 4. 3 Agency Selection HOLA selected DS Innovation Media as our agency that will handle most of the integrated marketing communications material. DS Innovation Media is a outique agency located in Boca Raton, Florida. Their area of expertise is to assist clients in marketing, website design, advertising design, direct mail and integrated campaigns. Additionally, they have bilingual professionals who are able to specialize in the Hispanic Market. HOLA decided to use DS Innovation Media as their external advertising agency because it is a small agency that has experience in marketing and advertising strategies that have been able to help other clients to build strong image for their businesses.Aside from the experience and their multicultural knowledge, HOLA chose this boutique because it is a small agency that will focus on their marketing communications plan as well as providing affordable prices for exceptional advertising and marketing plans. DS Innovation Media will provide us with a successful integrated marketing communications material that will help the brand to build a strong image as well as to develop brand awareness to two specific targets. 32 4. 4 Internet Website HOLA’s website, www. holatin. com is an important aspect f or our communications strategy where our main purpose is to draw more customers into our business.It is a content and an e-commerce website. First of all, we want to ensure that we provide our visitors with the necessary information about our company since it offers such a unique business concept. This portion of the website will be easy to navigate. The website will also contain a Flash video that will show all the jewelry we offer. This presentation will be available to all customers who wish to see our products in a more dynamic format. For other visitors who are not into this level of high-tech computerization, a â€Å"skip intro† tab will be available in order to take them directly into the home page.HOLA’s e-commerce site will allow us to sell our products online in order to make it convenient for some shoppers. It will contain an appealing catalog that will show a presentation of our products by looking at photos and general information. It will also contain a s hopping cart where the purpose is to assist consumers as they select products. The site will continue with a payment page where customers will make the final decision to buy their products. Our website will also provide customer service, HOLA will support the customer after the sale when necessary.Customers will have the opportunity to send e-mail or use the FAQ for further information about their purchase. Finally, the website will be part of our strategy to create a positive public relations image. We will place information about non-profit organizations as well as links to website where their purpose is to help Hispanic charity organizations in the USA. HOLA will also contain other links to other websites that will inform the Latin Americans about events or general information about Hispanics that might fit their interest.DS Innovation Media will help us accomplish these goals in order to build a successful website. The agency will also work on expanding and improving the online database program that will allow us to build closer relationships with our customers as well to increase sales. 33 Site Map HOLA Home Page Brand Concept Brand Image Products Bracelets Earrings Necklaces Pendants Rings News Contact Information 34 5. 0 IMC Objective One – Consumer 5. 1 5. 2 Marketing Budget – Consumer IMC Methodologies 5. 2. 1 Advertising – Consumer 5. 2. 1. 1 Advertising Budget 5. 2. 1. 2 Creative Brief – Consumer 5. . 1. 3 Advertising Design 5. 2. 2 Consumer Promotions 5. 2. 3 Personal Selling – Personal Selling 5. 2. 4 Sponsorship Programs 5. 2. 5 Database Programs Media Plan 5. 3. 1 Sample Media Schedule – Radio 5. 3 5. 0 IMC Objective One – Consumer The objective of our target market focuses on creating brand awareness within the Hispanic market in the USA. We also want to persuade customers that we will offer a unique and high-end jewelry along with a unique business concept. The development of these objectives wi ll help us to generate sales that will result in profits for our business.In order to accomplish our main objectives we will utilize a combination of advertising, consumer promotions, direct marketing, sponsorships and public relations. The overall jewelry market has not been advertised heavily specifically to Hispanics. This will allow us to advertise heavily to this target market. 36 5. 1 Marketing Budget – Consumer The IMC Budget by consumer will be spent in 5 major areas. For the advertising budget we will be spending a total of $437,000. As shown in the table and the graph below, it represents that advertising is the largest portion of the total budget.We believe it is an important investment because it will help us achieve our main goal: create brand awareness among potential customers. The second major part of this budget will be $200,000. This amount will be spent on several sponsorships that will take place throughout the year. This will also be considered and import ant investment in our company because it will enhance the brand image and help to create positive word of mouth. For personal selling, we will spend $180,000 in order to develop high quality customer service when selling our products.The database program will be developed once the website is active. The development of this process will be constantly changing throughout the year until we are able to acquire the necessary information from our customers. The cost for the database program will be approximately $120,000. Finally, for consumer promotions we will utilize mainly direct mail pieces. By utilizing this method we will provide customers with gift cards and catalogs. This will show the customer that we care about them as well as informing them about our new collections. The cost for this will be approximately $150,000.HOLA does not have to choose to spend the exact budget amount for consumer advertising. This is an estimated budget where the purpose is to demonstrate all possibil ities that will help achieve our main goals for reaching our customers. 37 IMC Budget by Consumer Budget Advertising Consumer Promotions Personal Selling Sponsorships Database Programs 2010 $437,000 $150,000 $180,000 $200,000 $120,000 Total $1,087,000 38 5. 2 IMC Methodologies – Consumer In order to reach our main target market effectively we will utilize various methods. Advertising is the primary component of our approach.In addition to that, we want to supplement with consumer promotions, direct marketing and sponsorship programs. Creating brand awareness and enhancing our brand image is the primary goal for advertising. Through consumer promotions we will encourage our customers to continue to buy our products as well as persuade them to visit our website and retail stores that carry our products. The direct marketing approach will be done through mail and email. This will motivate individuals to buy our products by looking at our catalogs and the jewelry offered.The spon sorship programs will help to generate brand awareness and enhance our brand image. We will sponsor Hispanic events that will consist of fund raising programs that will help charity organizations with the gain of the total profits of the event. 39 5. 2. 1 Advertising – Consumer Advertising is our primary communication vehicle for this IMC plan. Our primary goals are to build a strong brand image, create brand awareness and to inform future customers about our unique brand. We also want to establish HOLA brand name in the consumer’s evoked set. HOLA is an entirely new and unique jewelry brand.Therefore, we need to ensure that our advertisements are consistent, creative and very effective. By placing effective advertisements in several media we will be able to start reaching our main target market. Television advertisings will be 58% of our advertising budget. We will start to place our ads in the beginning of the year 2009. The months will be during January, March, Augu st and November. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main TV channels will be: Telemundo, Univision and Mega TV.Radio advertising will be 28% of our budget. We will place the radio ads in two main radio stations: Romance 106. 7 and Amor 107. 5. These two radio stations are Hispanic and they target to this specific market. Both stations have as their primary audience Latin Americans. By utilizing these two radio stations we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6. Our magazine ads will be placed primarily in Level Magazine. This magazine targets the Hispanic market as well. We will start placing our ads in January 2009 and continue to do so for the entire year.We will also consider other magazines that target this specific market later throughout the year. Additionally, we will begin to place our ads in magazines that target Americans in order t o start reaching our secondary target. Internet advertising will consist of banner ads that will be placed primarily on Hispanic websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website. 40 5. 2. 1. 1 Advertising BudgetConsumer advertising will be 40% of the $1. 08 million budget for Objective One. Of the $437,000 allocated for consumer advertising, $255,000 will be for television advertising, $120,000 will be for radio advertising, $18,000 will be for newspaper advertising, $26,000 will be for magazine advertising, $15,000 will be for Internet advertising and the remaining $3,000 on billboard advertising. Budget Television Radio Newspaper Magazine Internet Billboard 2010 $255,000 $120,000 $18,000 $26,000 $15,000 $3,000 Total $437,000 41 5. 2. 1. 2 Creative Brief – ConsumerObjective: To build a strong brand image a nd to develop brand awareness. Target Audience: Males and females between the ages of 18 to 35 who represent the Hispanic population in the USA. These customers typically earn an annual family income of $75,000 and represent middle to high-class status. This target includes people who are jewelry lovers and can afford to buy fine jewelry. It is the typical Hispanic who likes to look and feel elegant and modern by wearing a beautiful fashion statement. On the other hand the target audience will include the same gender, age, lifestyle and annual income.Unlike the primary target, the secondary target will be directed to the American market. Message theme: The primary theme will be that HOLA is a unique and modern line of jewelry that is being introduced to Hispanics living in the USA. Support: The meaningful business concept along with the brand that wants to bring a sense of unity among Hispanics; which will include the participation of famous Latin American celebrities and charity or ganizations. Unique Selling Point: Modern and unique line of jewelry with beautiful designs directed to the Hispanic market.Product Benefit: Unique, beautiful jewelry that looks good. Personal Values: By wearing HOLA jewelry, Hispanics will feel proud of their roots and happy to buy beautiful jewelry from a brand that will give part of their profits to charity organizations. Leverage Point: The leverage point will be the headline, which is the meaning behind the word HOLA: â€Å"Heritage of Latin America†. This meaning will be further explained in the copy by informing that this brand sells not only jewelry but also a meaningful business concept and our unique strategy to be helping charity organizations. 42 5. 2. 1. Advertising Design HOLA will utilize an affective message strategy for their print advertisements. This strategy will allow HOLA to sell their products through emotional advertising, which leads the consumer to act. Feelings and emotions affect decisions and conn ect the consumer with the product. This is why HOLA will utilize this method because the brand is building itself with a unique concept among Hispanics that will invoke feelings. The strategy will be conveyed through an emotional appeal. The ad will feature the meaning behind HOLA (Heritage of Latin America), their roots and passion for life.The text will be focused on the main characteristics Hispanics have: beauty, love, warmth and joy. HOLA will also utilize informative execution. This will be developed by informing the viewer with further explanation in the copy about this unique brand and the whole concept it wants to transmit. In addition to that, the jewelry will be the main point of the ad, which will grab the eye of the consumer. The overall look of the ad will demonstrate elegance, uniqueness and a clean look. For our television commercials HOLA will utilize a slightly different approach. We will still utilize an affective message strategy through emotional adverting.The a ppeal will also be emotional. Unlike the ad, the TV commercial will utilize a slice of life execution that mimics real life events. This will demonstrate the four main aspects of the brand: love, joy, warmth and beauty. 43 5. 2. 2 Consumer Promotions The budget for consumer promotions will be $150,000 for the entire year. Since HOLA offers high-end jewelry, the consumer promotion will be through direct mail. Each month, birthday gift cards will be sent out to our subscribers who provided us with information about their birthday and other general information.The gift card will have a special offer of 10% off of their purchase online or at any retail store that offers HOLA jewelry. This method will be very effective because it will show the consumer that we care about them. This will also invite the consumer to visit our webpage or retail stores where our products would be carried and to introduce them with our new designs. Aside from the gift cards, invitation cards will be sent alon g with the catalogs in order to have our subscribers invite friends and family members to join the HOLA community.This will be sent during the months of October and November in order to promote the Holiday season by becoming a member of our website. Each customer will be notified that if they become a member they will receive free catalogs, gift cards and they will also have the opportunity to donate to charity organizations by buying our products. This will have an emotional appeal to consumers during the holiday season of giving. Other consumer promotions such as price reductions or coupons would not be a prominent part of this plan. We offer high-end jewelry brand and offering the mentioned promotions would not be a logical approach.Our image instead is a high quality brand that offers beautiful jewelry to a very powerful market. 44 5. 2. 3 Personal Selling – Consumer HOLA will spend $180,000 on personal selling for the consumer budget. We want to ensure that the sales peo ple from the retailers have the required knowledge, background and experience in order to develop high quality customer service when selling our products. The salespeople should be trained in order to provide customers with information about our company and the whole background reasoning for this new brand.We will be checking on a bi-monthly basis inventory and sales in order to make sure that everything is on track. Additionally, we will be placing additional information on posters and POP displays in retailers as soon as new collections come out. HOLA will also offer incentive programs to our retailers. We will provide the salespeople with HOLA jewelry. This will encourage each sales person to provide our customers with a high level service and at the same time the opportunity to show our jewelry through the sales person that is in charge of selling our products.Since there is no personal sales team for HOLA; the people who will be in charge of selling our products will be the sal espeople from each retailer. HOLA’s goal is to be able to open a store in the future in order to provide our future salespeople with unique uniforms that will represent our store with elegance and high-end brand. 45 5. 2. 4 Sponsorship Programs For sponsorship programs we want to enhance our company image in order to help our firm develop closer relationships with prospective customers. We want to match our target audience by sponsoring Hispanic charity events primarily.In the future we would also like to sponsor a variety of events related to Hispanic causes. In all these events we will be spending a total amount of $200,000. We will be presenting a unified message to our main audience in order to project a positive corporate image and create brand awareness. In all these events we will make sure it fits with our corporate image; this is why we also choose to sponsor fundraising events such as, concerts of Latin American singers, fashion shows by having the models wear HOLA jewelry and finally, bar/restaurant openings in Miami.The main goal is to gain profits that will be later donated to non-profit organizations. Our catchy phrase will be: â€Å"Catch the HOLA spirit and be part of it! † We will place the HOLA symbol around the event in big posters and we will also give away pins with our company logo. We want to make sure that we put our website address in every piece we give out in order to begin to build traffic in our website and begin word of mouth. 46 5. 2. 5 Database Programs Collect Data: Through data collection we will be provided with information for direct mail and Internet marketing. The total budget for this will be approximately $120,000.All information that will be collected will be available from an online database program in our website. The person in charge to manage all the information available will be the marketing director and several assistants that work for HOLA as a marketing team. Information such as age, gender, annua l income, lifestyle and email address that will be filled by our customers who buy anything online or at retail stores. Aside from general information, we will also ask customers about what influences their purchase decision such as price, quality, the concept of the brand, etc.We would want to know if our customers are buying our jewelry because they either loved our jewelry as a fashion statement, or because they were inspired by the business concept. All the information will be kept confidential at all times and only available to our marketing representatives who will manage and access everything on the database program. Data Warehouse: HOLA will use the data warehouse by targeting customers through direct marketing. Our system will work in a way that the salespeople have access to important customer information as they prepare to make sales calls.We will make sure that our internal salespeople are able to have access to the database when a customer calls to place an order or dea l with inquires and complaints from previous purchase. Direct Marketing We will implement a direct marketing campaign in order to reach our customers constantly. Our campaign will consist of two methods of direct communication: e-mail and mail. We know that consumers are being reached and bombarded with direct marketing material so we will make sure that our campaign is entirely unique and creative in order to attract the mind of the viewer when looking at our direct marketing pieces.Through mail we will be sending catalogs to update our customers about our latest collections or any promotions available. Through email we will also inform our customers about similar information but with less information. We will continue to follow our objectives and themes when it comes to creativity. 47 Permission Marketing HOLA will provide a subscriber tab on our website in order to obtain information by asking customers for their email to see if they will allow us to send them information about o ur product developments and/or promotions.They can either choose to become or not to become part of the e-mail list. We will notify them that by becoming an online subscriber they will have the opportunity to donate to charity organizations and help people around the world. We also want to collect as many emails as possible in retailers and trade shows in order to attract customers aside from the online subscribers. Frequent Shopper Program We will encourage our customers to continue to buy our products by placing continuous advertising and by inspiring them to wear beautiful jewelry for a meaningful reason.Through our advertisements we will always inform about our unique business concept as well as the several benefits from buying HOLA products. This will inspire customers to make repeat purchases because they will feel happy to make donations to charity organizations. 48 5. 3 Media Plan Our primary objective is to create brand awareness and influence consumers as they are approach ing a purchase decision. In order to develop successful brand awareness we will use frequency and continuity.The main goal is to establish HOLA as a high-end jewelry brand that is mainly offered to Hispanics Americans. Additionally, we want to transmit and inform future customers about our unique business concept. Jewelry is not purchased on a frequent basis. As a result, it is important for consumers to have HOLA brand in their evoked set just as they are contemplating a purchase. We will do so by placing repetitive ads in several medias such as television, radio, magazines, direct mail, Internet and mall. HOLA does not have to choose to utilize all media that will be listed in the following pages.They are part of this IMC plan where our purpose is to demonstrate all possibilities that will maximize frequency, reach and profitability for HOLA. Television For Television advertising we will start to place our ads in the beginning of the year 2009. The months will be during January (l aunching the brand), February (Valentine’s Day), March (Mother’s Day, several promotions will be offered. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main channels will be: Telemundo, Univision and Mega TV.These three channels are mainly directed to the Hispanic market. This is why they were chosen; they will inform our main target about our products by placing our ads. The perfect timing will be during the morning news during the weekdays, this is the typical time were our main target (Hispanic women) are watching morning television while getting ready to go to work or take their kids to school. At night will also be a good time for our ads placement because people are usually watching soap operas or news before going to sleep. Radio Radio advertisements will be placed in two main radio stations: Romance 106. and Amor 107. 5. These two radio stations are Hispanic and they target to this speci fic market. Both stations have 49 as their audience Latin Americans that are constantly listening to this radio station because they feel identified with the topics, music and several programs that are offered to their audience. By utilizing this radio station we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6; trying to reach once again, Hispanic women that will be either driving to work or traveling their kids to school.On the other hand, we have many employees that listen to radio during their office hours as well as people who are in transition to or from work. Magazine HOLA will place print advertisements in Level Magazine. This magazine targets the Hispanic market as well. They try to reach Latin American men and women from 25-38 years of age who earn from a medium to high household income. His or her main lifestyle will be someone who lies within what is new and sophisticated. This magazine fits perfectly with the target we want to reach and this is why it was chosen.Level is a publication created by and for the Hispanic and Latin American community in the USA. By introducing this brand to the Level team we were able to negotiate a special rate with the level team in order to place a full-page ad 11 times throughout the next year for a lower price than what is usually offered. Direct Mail Through direct mail we will be able to send catalogs to customers who become subscribers online as well as future customers that will be part of the client database. This will enable us to introduce our customer with new collections and designs available.Aside from the catalogs that will be sent according to the launch of new collections there will also be consumer promotions for database clients who’s birthday is about to come. Internet For the Internet HOLA will place banner ads in different websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website and consumers will start to become aware of this new jewelry line. 50 5. 3. 1 Sample Media Schedule – Radio Format: Hispanic Music. 07. 5 Amor MEDIA WEEKS (January) SPOTS/ DAY (Mon-Fri) LENGTH/ SPOT DAYPART1 (6am-9am) COST/SPOT (Daytime 1) DAYPART 2 (4pm – 7pm) COST/SPOT (Daytime 2) COST/ WEEK Week 1 (1-7) Radio (107. 5) Week 2 (8-15) Week 3 (16-22) Week 4 (23/29) TOTAL: 4 4 4 4 30sec 30sec 30sec 30sec 2 spots 2 spots 2 spots 2 spots $550 $550 $550 $550 2 spots 2 spots 2 spots 2 spots $500 $500 $500 $500 $10,500 $10. 500 $10,500 $10,500 $42,000 51 6. 0 IMC Objective Two – Distribution 6. 1 6. 2 Marketing Budget – Distribution IMC Methodologies 6. 2. 1 Advertising – Distribution 6. 2. 1. 1 Advertising Media Budget 6. 2. . 2 Creative Brief – Distribution 6. 2. 1. 3 Advertising Design 6. 2. 2 Trade Promotion 6. 2. 3 Personal Selling – Distib ution Media Plan 6. 3 6. 0 IMC Objective Two – Distribution Our second objective is to encourage our channel members to carry our products and to provide information about our company to potential customers. We will do so by utilizing middle to highend retailers. This is a traditional distribution channel that will be in charge of pulling customers into the store. The main goal is to be the vendor of choice of the retailers and to increase sales volume and market share.We will use a selective distribution by selecting different geographic locations in the USA. The states will be determined according to those states where there is high concentration of Hispanics. The main retailers will be primarily Nordstrom’s and Macy’s. These retailers will give HOLA the opportunity to position itself as a high quality jewelry brand. 53 6. 1 Marketing Budget – Distribution The budget for developing distribution channel for 2010 will be a total of $552,000. As shown belo w in the table and graph; the largest portion will be spent on trade promotions.It has been budgeted for approximately $180,000. These funds will be spent primarily on retailers that carry our products. For advertising we will utilize trade journals, direct mail and the Internet that will cost $110,000. We will also spend $100,000 on database programs and $150,000 for personal selling. Finally, for the Internet we will spend approximately $12,000. This overall budget provided below will allow us to start initial distribution and recruit channel partners. HOLA does not have to choose to spend the exact budget for distribution.This is an estimated budget where the purpose is to demonstrate all possibilities that will help achieve our main goals for distribution channels. Budget Advertising Trade Promotions Personal Selling Database Programs Internet 2010 $110,000 $180,000 $150,000 $100,000 $12,000 Total $552,000 54 6. 2 IMC Methodologies In order to develop distribution channels, we w ill implement advertising. Our main goal is to establish relationships with our channel members that will carry our products. We will use several tools such as trade journals, direct mail and the Internet.We will also utilize trade promotions, which will allow us to gain advantage among our competitors. Personal Selling will be an important tool used for this plan. We want to build strong relationships with those who will become our partners. We will advertise in trade journals and on websites of channel members. This will be important for attracting retailers who will be selling our products. The tools listed above will improve our communication between our future partners and us. It will also gives us the opportunity to increase orders from our retailers in the future. 55 6. 2. Advertising – Distribution The advertising budget for our distribution channel will be divided into three main channels: trade journals, direct mail and the Internet. Our main goal is to establish re lationships and encourage our distribution partners to carry our products. Trade journals will be approximately 54% of our budget. We will purchase advertising space in MJSA journal. We will send out our advertisements through direct mail to our major distributors. Finally, to supplement the trade journals we will place banners ads on the Internet in trade journal sites. 56 6. 2. 1. Advertising Media Budget The advertising budget for the distribution program will be 20% of the $552,000 for Objective Two. Of the $110,000 allocated for distribution channel advertising; $100,000 will go to trade journals and $75,000 will be for direct mail. With the remaining, $10,000 will be used for the Internet. Budget Trade Journals Direct Mail Internet 2010 $100,000 $75,000 $10,000 Total $110,000 57 6. 2. 1. 2 Creative Brief – Distribution Objective: To generate inquiries into stocking HOLA jewelry line into middle to high-end retailers in order to increase sales volume and market share.Tar get Audience: These targets are middle to high-end retailers that sell high quality jewelry and certain fashion statements such as clothes, shoes and handbags. All these retailers are willing to know how adding HOLA jewelry line will benefit their business. Message Theme: The primary theme is that HOLA will satisfy individuals who are looking for fine jewelry with a modern and unique design they can wear on a daily basis. For the distribution market, the theme is carried one step further to include the distributor as an important link to that customer.The Support: HOLA not only sells high-end jewelry but a unique concept with the brand that wants to sell specifically to Hispanic Americans living in the USA. HOLA will be donating part of its profits to charity organizations. The Constraints: There are many jewelry brands that want to sell their products to the same distributors. Therefore, the distributors may not want to sell more jew