Automation vs. Delegation Essays

Automation vs. Delegation Essays Automation vs. Delegation Essay Automation vs. Delegation Essay Automation versus Delegation According to Webster the definition of Delegation is a person or group of persons officially elected or appointed to represent another or others. Traditionally when we use the term in a business sense, the explanation is commonly that of passing lower priority work off to someone who is entrusted to complete it, so that the delegatorâ„ ¢s time and attention can be put to use on higher priority issues or activities. Any small business owner who started out in whatever line of work theyâ„ ¢ve chosen as a result of their own expertise in whatever industry theyâ„ ¢re in will tell you that the hardest part of growing their business is letting go of the idea that they have to have their hand in every process, on every product and in every service that they provide to ensure they are giving their customers the same kind of quality product or service that they gave would give their best friends. Knowing that they canâ„ ¢t do all the work themselves and still meet the expectations of their clients and their own financial goals, they pass off work to apprentices or representatives so that they can take care of the most important aspects of their business. They delegate work to accomplish specific objectives. In a broad sense, thatâ„ ¢s why any company has employees ¦because the boss canâ„ ¢t do it all himself and meet the same financial goals. Itâ„ ¢s not so much the idea that the boss even wants to do everything himself, many times he or she doesnâ„ ¢t, however, if processes or activities could be completely automated, the need for employees would diminish and the bottom line profit margins (assuming that the maintenance would be less than salaries) would increase. The problem is that changes in technology are so fast-paced, that by the time you select some new revolutionary technology and get it implemented, it seems as though itâ„ ¢s already obsolete. In addition, most automated processes require a resident expert in the technology and use of the software, not to mention the IT people who maintain itâ„ ¢s healthy operation. Furthermore, given that employees are in fact internal customers, there are some internal processes that nearly demand a face and name as opposed to a button and password. Understanding that not every process or activity can or should be automated, any shrewd business owner will look for ways to do more with the least expenditure of their hard earned dollars. So they hire employees to do specific tasks that are core to the success of the business and unfortunately along with employees come the myriad of regulations, compliance issues and generally aggravating procedures that need to be created and adhered to. Not to mention the burden of taxes and benefits. Unfortunately most companies also hire employees to do specific tasks that are not core to their business success. For example, a dentist, regardless of the size of his practice, does not need an expert in payroll processing to give his clients better dental hygiene. Nor does a software company need an expert in Human Resources on staff to provide their clients with more innovative or better quality software applications. In both cases, the activities like payroll processing, HR, benefits and other various administrative tasks are not core to the business success. Literally, efforts devoted to these tasks are non-revenue generating and should be avoided if at all possible. Now donâ„ ¢t get me wrong. I am a huge proponent of the use of Human Capital Management as a strategic tool. Using HR experts to place the right people in the right jobs and complimenting that with the right policies and procedures not only reduces the cost of hiring and training, but also bullet-proofs the company against employee related lawsuits that can sap a companies profit margins in the pound of a gavel. However, in short, why pay top dollar to have these experts on staff when you tap service providers that have far greater expertise and are far less expensive No less am I a proponent that managing cash flow, budgeting, capital planning and financial analysis are strategic and unique to a company. However, accounts payable, accounts receivable, billing and general accounting are critical, but not core functions. As a potential investor, I would be reluctant to invest in a company whose management is focused on running the best accounting shop in their business, unless that is their industry. A service provider that can process these functions for multiple clients in the same facility can provide significant economies of scale and efficiencies, resulting in lower costs. Again, the short version is: Leave it to the people whose core business is accounting. And the functions above are by no means the only tasks that can be delegated to outsourcing experts. IT, manufacturing, e-commerce and even various types of sales are commonly outsourced to provide far-sighted business decision makers with both expertise in areas they lack and good fiscal sense to use. Yet few small and medium size business owners really understand outsourcing. To many it appears to be relinquishing control of specific areas of their business when in fact it is just the opposite. Outsourcers commonly have more procedural checks and balances in place because it is their core business, so the end result is generally of higher quality or accuracy. They have experts at the ready that some small businesses could not afford to talk to, much less use to administer a non-core function of their business. They also are in the practice of helping their clients grow by providing them with better and faster ways of doing business, not sapping them of their hard earned revenue. Delegating work to those who best know how to perform it and can do so at a lower cost is one of the most common sense business decisions and business owner can make. Outsourcing non-core business functions can provide small business owners with more time to do what they love, meaning do what they do best and not have to worry about back office (or in some cases even front office) activity. Experts say that those companies that are not developing an outsourcing strategy are behind the curve. The bottom line is that delegating business functions via outsourcing providers directly impacts the bottom line. Clearly we are leaps and bounds past where anyone would have dreamed related to automation of business processes on every level, but until we have talking heads on a computer screen that can answer literally any question that anyone asks and perform any procedural task with unfailing accuracy, Iâ„ ¢ll stick to what I know. And what I know is that I donâ„ ¢t know everything. That said Iâ„ ¢ll leave my non-core business functions to those who do.

How to Create Your Own Homeschool Curriculum

How to Create Your Own Homeschool Curriculum Many homeschooling parents- even those who start out using a pre-packaged curriculum- decide somewhere along the way to take advantage of the freedom homeschooling allows by creating their own course of study. If youve never created your own teaching plan, it can sound daunting. But taking the time to put together a customized curriculum for your family can save you money and make your homeschooling experience much more meaningful. Here are some general steps to follow to help you design a curriculum for any subject. 1. Review Typical Courses of Study by Grade First, you may want to research what other children in public and private schools are studying in each grade in order to make sure your children are covering approximately the same material as other students their age. The detailed guidelines linked below can help you set standards and goals for  your own curriculum. Typical Course of Study for Elementary SchoolTypical Course of Study for Sixth GradeTypical Course of Study for Seventh GradeTypical Course of Study for Eighth GradeTypical Course of Study for Ninth GradeTypical Course of Study for Tenth GradeTypical Course of Study for Eleventh GradeTypical Course of Study for Twelfth Grade 2. Do Your Research. Once you have determined what subjects you will cover, you may need to do some research to make sure you are up-to-date on the particular topic, particularly if its one you are not already familiar with.   One solid way to get a quick overview of a new subject? Read a well-written book on the topic aimed at middle schoolers! Books for that level will tell you everything you need to know to cover the topic for younger students, but still be comprehensive enough to get you started on a high school level. Other resources you can use include: Popular nonfiction young adult books;Websites about a subject for students;Review books written for high school students;Self-help books for adults (such as the For Dummies series);Textbooks, particularly ones that are recommended by other homeschoolers. As you read, make notes on key concepts and topics you may want to cover. 3. Identify Topics to Cover. Once youve gotten a broad view of the subject, start thinking about what concepts you want your children to learn. Dont feel you have to cover everything- many educators today feel that digging deep into a few core areas is more useful than skimming over many topics briefly. It helps if you organize related topics into units. That gives you more flexibility and cuts down on work. (See below for more work-saving tips.) 4. Ask Your Students. Ask your children what they would like to study. We all retain facts more readily when were studying a topic that captivates us. Your children may be interested in topics that fall right in line with what youd want to cover anyway, such as the American Revolution or insects. However, even topics that may not seem educational on the surface can provide valuable learning opportunities. You can study them as-is, weave in related concepts, or use them as a springboard for more in-depth topics. 5. Create a Timetable. Figure out how long you would like to spend on the subject. You can take a year, a semester, or a few weeks. Then decide how much time you want to devote to each topic you want to cover. I recommend creating a schedule around units instead of individual topics. Within that time period, you can list all the topics you think your family would like to learn about. But dont worry about individual topics until you get there. That way, if you decide to drop a topic, youll avoid doing extra work. For instance, you may want to devote three months to the Civil War. But you dont need to plan out how to cover each battle until you dive in and see how it goes. 6. Select High-quality Resources. One big plus of homeschooling is that it lets you use choose the very best resources available, whether they are textbooks or alternatives to textbooks. That includes picture books and comics, movies, videos, and toys and games, as well as online resources and apps. Fiction and narrative nonfiction (true stories about inventions and discoveries, biographies, and so on) can also be useful learning tools. 7. Schedule Related Activities. Theres more to learning a topic than accumulating facts. Help your kids put the topics you cover into context by scheduling in field trips, classes, and community events that relate to the subject you are studying. Search out museum exhibits or programs in your region. Find experts (college professors, craftspeople, hobbyists) who might be willing to talk to your family or homeschool group. And be sure to include lots of hands-on projects. You dont have to put them together from scratch there are lots of well-made science kits and arts and crafts kits, as well as activity books that give you step-by-step directions. Dont forget activities like  cooking, making costumes, creating ABC books, or building models. 8. Find Ways to Demonstrate What Your Kids Have Learned. Written tests are just one way to see how much your students  have learned about a subject. You can have them put together a research project that includes an essay, charts, timelines, and written or visual presentations. Kids can also reinforce what theyve learned by making artwork, writing stories or plays, or creating music inspired by the subject. Bonus Tips: How to make writing your own curriculum quicker and easier: Start small. When youre writing your own curriculum for the first time, it helps to start with one unit study or one subject.Keep it flexible. The more detailed your teaching plan, the less likely you are to stick to it. Within your subject, pick a few general topics you want to touch on. Dont worry if you come up with more topics than you can possibly cover in one year. If one topic doesnt work for your family, youll have options to move on to. And nothing says you cant continue on with a subject for more than a year.Choose topics that interest you and/or your kids. Enthusiasm is contagious. If you child is fascinated with a subject, chances are you will pick up some factoids about it as well. The same goes for you: Teachers who love their topic can make anything sound interesting. Writing your own curriculum doesnt have to be a daunting task. You might be surprised to discover how much you enjoy personalizing your familys curriculum- and how much you learn along the way. Updated by Kris Bales

The appearance of nostalgia for American cinema's history in the films Essay

The appearance of nostalgia for American cinema's history in the films of the 1970s - Essay Example trayed at least one nuclear family and at least some kind of prosperity in his film, for this is the stereotype that was assumed by the early 1970s – that the 1950s were a time of nuclear family and father knows best. A time of unlimited dreams and houses in the suburbs. Picket fences and family dogs. Benevolent fathers who dispense advice, and mothers who wear aprons and bake cookies. That sort of image. These images are stereotypical, yet are still the stuff of 1950s fantasies. These images are also not the way that it really was. Stephanie Coontz (1997) provides a coherent counterpoint for this idealized version of the 1950s. Coontz states that, although Americans in 1996 voted the 1950s as the most idyllic time for a child to grow up, in reality, the decade still left much to be desired. The 1950s was a time of prosperity, in that wages were growing at a higher rate than any other decade, while the median priced home was only 15 to 18 percent of a man’s salary. Yet, women were not treated well, nor were minorities, and parents did not communicate well with their children. The children of the 1950s, meanwhile, have stated, by and large, that they would not want the same marriage as their parents. They state that their fathers did not provide good role models, and their mothers could not be happy (Coontz, 1997, p. 34). Coontz argues that the nostalgia for the 1950s was rooted in a desire to return to a time when kids were kept on the straight and narrow. The decade was also seen as family friendly, presumably because it was the decade that is not necessarily known for the pornography and media violence that has marked the decades hence. There was also a feeling of optimism (Coontz, 1997, p. 35), more than what is seen in the current decade, and, certainly, more... Movies may give the viewer a sense of nostalgia.This is when the movies portray events that occur during a period of time in a somewhat idealized way. Rock Hudson and Doris Day movies provide a nostalgic view of the 1950s, in that these were cute romantic comedies that featured a masculine man, a pretty petite woman and lots of innocent fun. Westerns may provide a sense of idealization, when it shows the land as being a place of dreams, the hero always wins, and the anti-hero is redeemed. This is not the case with the two movies explained below, The Last Picture Show and Days of Heaven. The Last Picture Show and Days of Heaven represent a different time period from the present, neither of them are particularly nostalgic. As Cook (2005 ) states, nostalgia is a kind of fantasy, so much so that it is more inauthentic then memory. Nostalgia would depend upon an idealized version of what was really true and this is not the case with these two films. The Last Picture Show takes the convent ional wisdom of the 1950s – that this was a time of nuclear families, lemonade stands, picket fences, benevolent fathers and mothers, and obedient children – and stands them on their head. The kids in this film are immoral and crass, one of the central adults is an adulterous drunk, and another central adult is carrying on an affair with a 17-year-old boy. Only Sam the Lion serves as a nostalgic touchstone, as he embodies the values that are supposedly ascribed to this time - virtuosity, wisdom, courage and patience.

Strategic Analysis and Choice Essay Example | Topics and Well Written Essays - 2750 words - 2

Strategic Analysis and Choice - Essay Example This report highlights the changing strategic intent of DuPont and describes how its recent strategic evolution defies certain industry norms and brings measurable, positive outcomes that supersede competition. Strategic intent is defined as â€Å"capturing the essence of winning, is stable over time, and sets goals that deserve personal effort and commitment† in order to reach specific strategic goals (auburn.edu, 2010, p.2). Strategic intent deals with the different planning mechanisms required to reach corporate goals and outlines the specific objectives that the strategic leadership desires to achieve. Intentions identify how leaders hope to position the business for the long-term to deliver value to all stakeholders and shareholders whilst at the same time focusing on growth or sustainability to ensure ongoing profitability. The environment in which DuPont is forced to work is marked by uncertainty and considerable risk that comes from market factors, many of which are beyond the control of strategists at the company. These include specific pressures that come from global demand decreases along with rising costs in areas of raw materials, energy and transportation (infosys.com, 2010). These externalities impact many different issues ranging from human resources and staffing, to cost control, to even research and development needs based on fluctuating market conditions. Strategic intent at DuPont, when facing these market conditions, involves understanding the environment that the company serves and limiting excess in areas of financial cost reduction and operational management. This industry has also seen massive decline in demand for certain products, such as its Coatings and Color Technologies business segment, therefore buyers have been destocking their inventories in response to the global recession (DuPont, 2008). All of these factors have influenced a

Brand Placement in the Indian Film Industry

Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Films are selected as context of research for various reasons as explained below.   Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies.   The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack.   After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203:   If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union Brand Placement in the Indian Film Industry Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Films are selected as context of research for various reasons as explained below.   Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies.   The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack.   After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203:   If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union

Pros & Cons Essay

Most wireline phone companies charge more than what you’d pay for most alternatives, and some are taxed more as well. There are some locations where getting new wired phone service is prohibitively expensive or even impossible. Long Distance and extra features like Call Waiting are normally included with alternative phones. More Features: Cellular and broadband phones normally include Long Distance, Voice Mail, Caller ID, Call Forwarding and more, usually at no additional charge. They also have Text Messaging and various forms of data service which are unavailable with a landline. Portability: If you move your home more than average (or if it’s on wheels), your phone and your number can stay with you. There are no â€Å"installation† charges. Temporary Usage: You can have phone service for the season in a vacation home or cabin, or on an extended stay at a hotel or home of a friend or relative without installing a separate line. Unlimited Plans: Most alternatives offer a plan that includes Unlimited talk minutes and Long Distance, including cellular. Most cellular carriers have eliminated Unlimited Data plans, although there are some that include Data with some other restrictions. Anonymity: You can easily set up an account (especially prepaid cellular) with either no name or an alternative identity. Fewer Telemarketers: Nuisance calls are reduced because telemarketers want to target customers in certain geographic areas. They won’t know where you are. Most telcos provide your landline number to telemarketers. With cellular it’s illegal†¦ for now. With broadband, it depends on the carrier who sets up your number. Internet Access: Your wireless phone can also be your connection to the Internet, either with an internal browser or tethered to your computer, and available wherever there is cellular coverage. Wireless broadband is also available separate from your cellular account. Wi-Fi for Multiple Devices: You can get a cellular modem that provides a wi-fi signal that can connect to up to 5 separate wi-fi devices. It’s Green: Replace your fax with an Internet-based fax service like eFax or MyFax. com and stop wasting paper and ink. (Give your old fax to charity) Attitude: Some wired phone companies just treat their customers badly. Sometimes it feels better to leave†¦ at any price. Take your broadband wherever you go – A mobile broadband connection is exactly that, which means that you can access your emails, check the sports results or watch YouTube videos no matter where you are, provided you have 3G reception. Stop paying for line rental – Millions of people continue to pay for line rental on a home phone landline that they rarely use, just so that they can get broadband at home. With mobile broadband, there’s no need to pay line rental – potentially saving you over ? 100 a year. Plug and play technology – All the software you need to connect to the internet is automatically installed when you first plug your USB modem into your laptop – no need to set it up or call a technical support helpline. Flexible options available – Mobile broadband customers can take advantage of some really great pay as you go tariffs from as little as ? 2 a day, or rolling one-month packages, meaning they only ever pay for what they actually need. Con’s: Safety: If you need to call 911, public safety authorities won’t automatically know where you are, you’ll have to tell them. Also, calls with alternative phones will not necessarily be routed to the closest agency. Also, you won’t receive â€Å"Reverse 911† calls alerting you to a public emergency in your neighborhood unless your local emergency center allows you to sign up your number and associate it with a local address. Security: Some businesses will not allow you to use their services without a traceable land line. This includes credit card companies, pizza shops and a few others, although this rule is slowly being relaxed. Satellite TV services want a landline-like plug for their equipment to call them each night. It does work with some broadband phone systems. Your satellite service can still work without it, but you will most likely pay an extra charge. Reliability: Wired telephone services have come as close to 100% reliable as is practical. Their network has substantial power backup, redundant circuits and years to get it right. Alternatives are improving but their networks can vary significantly. Cell sites and other communications nodes have a limited amount of backup power. In an extended power outage, such as after a hurricane or snowstorm, the service may not work, leaving you with no service. Corded phones work in power failures. Cable phones also have a lower level of reliability. Sound Quality: Some alternative phones don’t sound the same or as good as a landline. While your alternative phone may sound fine to you, it may be difficult for others. Also, some broadband phone services just dump their audio into the Internet resulting in widely varying data travel times giving you significant sound delays. Lack of Service: You may be in a location where there are no wireless broadband alternatives or may have poor cellular coverage. This might be rectified by adding a ‘cell site’ to your home. Broadband Speeds: While there are some fairly fast wireless broadband connections, it may be some time before they will compare to wired or cable connections. Malfunctions: Cell sites can stop working for various reasons. Repairs often need to be made on site and may take time. Broadband services require one or more pieces of equipment at your house which you will need to fix if it fails. Wireline equipment can normally be repaired at the central office. Murphy’s Law says breakdowns will happen at the worst possible time. You Have No Backup: Unless you have an extra cellular phone, if something happens to your main phone or its associated equipment, or your account, you can’t just plug another phone into the wall. Inconvenience: Some alternative services only offer a single jack for one phone. If you want service throughout the house you either must go wi-fi or cellular. Otherwise, plan on using the phone near your computer or router. With a cell phone you need to keep it close to you if your home is large or on multiple floors. It Might be Difficult to Get a Job: Some employers require a â€Å"Local† number to consider you for a position. While you can change your out-of-town portable number to something local, there goes your â€Å"Number For Life. † Surprise Costs. Since you normally pay for cellular by the minute, you might talk a lot more than you think. Savings may be less than you expected when calculated long term. Broadband carriers are not regulated like wireline services and could make changes that you don’t expect. You Won’t Be Listed in the Phone Book. Some directories let you to pay for a personal listing, but others use that as a way to keep you as a landline customer. Alarm systems. Most existing dial-up alarm systems don’t work with broadband phone connections. There are other alarm alternatives, including wireless. You May Not Be Able to Send or Receive Faxes. In some cases, faxing is not an issue. In others, you can’t just plug in your fax machine. A better choice is to to use a paperless, web-based service like eFax or MyFax. com. Low download limits – Even the most generous of mobile broadband tariffs only offer a download allowance of 15GB per month, and that could set you back ? A  month on a two-year contract, while typical value packages offer less than 5GB a month. High costs for exceeding your limit – Most mobile broadband providers charge a fee when you exceed your download limit. This is normally several pence per MB and costs can very quickly add up if you’re not careful. Always keep an eye on your usage. Slower connections – Although suppliers might advertise speeds of up to 10 or 12Mb, mobile broadband speeds rarely exceed the average of around 1Mb. This, combined with the tight usage limits, makes mobile broadband unsuitable for large downloads. Coverage – Most of the UK is covered by the 3G mobile network, but coverage can be patchy in some rural areas, with speeds significantly slower in some parts of the country, so you should always check coverage in your area before signing up. PROS OF FIXED LINE NETWORK Reliability Land line/fix line phones can be more reliable than their cellular counterparts. Disconnected cables can disable land lines, but these problems are easily remedied. On the other hand, cellular phones are plagued by several different issues because they rely on a network of radio waves, cellular towers and satellites. In some areas, cellular service is plagued by dropped calls and fuzzy reception. Emergencies The reliability of land line phones makes them advantageous when it comes to emergencies. For example, if someone is hurt and needs immediate medical care, you do not have to worry about contending with poor reception. Land lines also provide a fixed location that emergency responders can rush to. On a cell phone, you must state your address or describe your location, which wastes precious time during a crisis. Sponsored Links

Provinces of the Philippines and Kara David Essay

Ang Huling Prinsesa† (The Last Princess) is a documentary from Kara David shown in I-Witness back in 2004. It is a challenging feat for anyone who wants to see and explore a mysterious tradition preserved for decades among some of the mountains isolated communities. I-Witness travels to the Tapaz Mountain, considered the farthest in Capiz, located in the central Philippines island of Panay. Reporter Kara David reaches the community of Rizal Sur, a village that looks just like any other isolated community, where the people living in traditional huts and survive on whatever nature provides them. In the midst of this community, she meets one of the last remaining binukots, 73-year-old Lola (grandmother). This old woman lives in an old hut, just like everybody else in the community. However, she has stayed inside a room in the house ever since she was five years old, living in isolation as the family chosen binukot. Since being chosen the binukot of her tribe, the old woman has worn a veil so that no one can see her face. She is lifted onto a hammock every day so her feet never touch the ground. She is bathed, combed and served only the best food like an ancient princess. Her work is to learn the traditional dances and memorize the tribe’s hours-long epics. Only the binukots learn the epics, which are taught to them orally. Thus, they are also the only ones who may pass the long stories of their ancestors to the next generation. Personal insight Stories of princess were part of our childhood memories. We dream of becoming one during those times. But in Tumandok tribe in Tapaz, Capiz, Philippines, there were women, who were treated like a princess. They are known to be the binukot.