the development of slavery in America :: Slavery Essays

Slavery was the main resource used in the Chesapeake tobacco plantations. The conditions in the Chesapeake region were difficult, which lead to malnutrition, disease, and even death. Slaves were a cheap and an abundant resource, which could be easily replaced at any time. The Chesapeake region’s tobacco industries grew and flourished on the intolerable and inhumane acts of slavery. Chesapeake colonies of Virginia and Maryland were settled in the early 17th century. It was a difficult live for the first colonist; they had limited labor and were constantly raided by Native Americans. Colonist tried to use the Native Americans as a source of slavery. Most of the colonist’s farms were by forest areas so Native Americans would just leave in to the woods. Colonists were afraid of pressuring them from the fear of getting ambushed by gangs of Native Americans. Another reason Native Americans men made bad slaves was because the women in the tribes did the agricultural work in the Native American villages. Colonist started to import slaves from South America in hopes that they would live longer and be more manageable to control. The slaves that were imported were trained past their first year of slavery, so that they would not die as fast. The first imported slaves came to America in the early 17th century. When they received the slaves they found out some of them were baptized, and were under the Christian religion. So they could not be treat as slaves under the religion so they were turned into indentured servants. There were very few vague laws on slavery, but it was always a permanent servitude. At first slaves had limited right, and were aloud to own land, after their period of slavery was over. They were allowed to marry and have children. The slaves kids that were born while they were enslaved were not consider to be slaves, but to be free under the law. Indentured Servants helped the colonies progress their population. England at the time was over populated, and jobs were hard to find. So many people that could not afford the boat trip over to America offered themselves as to be an indentured servant for a period of time. This contractual term can last from between four to seven years. Many colonists preferred having indentured servants over slaves, cause they also helped ward off Native Americans from attacking settlers. The one big draw back of indentured servant was that they usually did not make it pass the first year of their contract.

He investigated the case with great care… Essay

This sentence introduces Dr Roylott as a unlawful, therefore he is easily a suspect as his bad history reflects his bad character. It also shows in the story that she did not have a happy life living with her stepfather as he was not a very pleasant man. As a detective he deduces who killed Julia, he works it out by studying all the facts he has got, he asks many questions to uncover more clues and to crack the mystery, â€Å"I believe Mr Holmes you already made up your mind†. This suggests that Sherlock Holmes after gathering the information has decided who is tom blame and knows what to expect, this creates mystery and tension because this again has engaged the reader as if Sherlock has come to a conclusion using the clues and information then they could also solve it, this makes them read on because if they have an answer in mind, they want to read on to find the truth. Helen explains the mysterious death, in such depth; this creates tension because the reader wants to know how all the clues can be linked up to solve the mystery. Sherlock asks questions about the bell rope and the saucer of milk, this creates tensions as it hints to the reader that these clues are somehow have a connection to the mystery as he is interested in these objects for a reason. Doyle builds tensions through Dr Roylott as he is portrayed as the villain from the beginning, as Helen is describing him, â€Å"a series of disgraceful brawls took place†¦ until at last he became the terror of the village†¦ † this sentence creates more tensions as he is represented as the bad character, however the gypsies are also mentioned in the story, there is also a light chance they may be to blame as they are stereotyped as people who are ill mannered and have no respect and also there are many clues linked to the gypsies being the villain, â€Å"Sometimes I have thought that it was merely the wild talk of delirium, sometimes that it may have referred to some band of people. I do not know whether the spotted handkerchiefs which so many of them wear over their heads might have suggested the strange adjectives which she used†. This quote adds mystery as the gypsies also fit the character of the villain, ill mannered, violent and also fit in the clues. Dr Roylott is portrayed also as an unattractive man, â€Å"a large face seared with a thousand wrinkles and marked with every evil passion was turned from one the other of us while his deepset blue eyes and his high thin fleshless nose gave him somewhat the resemblance to a fierce old bird of prey†, this sentence refer to him as ugly, this reflects his behaviour as he has not got the best personality and also is being described to an animal, a prey is associated with fierce and a negative creature. Dr Roylott is shown as such a ferocious person with such bad characteristics, it would be almost as if ‘his character and appearances fitted the crime’, however even if Dr Roylott is the villain, the reader is more engaged to the story as they still have questions unanswered, what is the speckled band? If Dr Roylott killed Julia, what is the reason? , and the most important and infamous question in the story, how was she killed? The resemblance to a fierce old prey is used this makes Dr Roylott look like an evil person as preys are associated and linked with negative feelings and imagery, it also says, â€Å"A thousand wrinkles and marked with every evil passion, burned yellow with the sun†, this description makes him appear old but yet fierce at the same time. It says in the sentence that his face is marked with every evil passion; this may be a hint from Doyle as only as an evil person would carry out such an evil act. The description affects the reader as he is portrayed as a stereotypical villain throughout the story. This creates tension and mystery as he is revealed as such a violent and aggressive man, there is a fear towards him as he has an ‘uncontrollable temper’ which is shown throughout the story, and this causes the reader to be uncomfortable as he is still on the loose and therefore could easily harm Helen. Doyle uses language to create mystery and tension through the story by Sherlock asking questions, which make the reader think how the questions are relevant to the mystery. â€Å"Was your sister dressed? † this creates tension as the readers mind will immediately start wondering how this question will makes Holmes any closer to solving the mystery. Doyle also creates tension in this quote, â€Å"and what conclusion did the coroner come to? † He investigated the case with great care†¦ † this creates mystery as even the coroner found the death as a mystery, this makes the reader have hope in Holmes to find out and succeed, also this quote continues by saying all entrances to Julia’s room was locked or shut therefore her death must have been caused by something or someone in her room, but the mystery still remains, what got in to her room and how it entered the room? In the story gypsies play a part, were there gypsies in the plantation at this time? This quote shows that there is a small possibility the gypsies could be to blame, as they have an infamous character and attitude throughout the Victorian times and the story. Also the title ‘the adventure of the speckled band’ and how could this relate to the mystery. Holmes figured out that Dr Roylott is also violent towards Helen, â€Å"Five little livid spots the marks of four fingers and a thumb were printed upon the white wrist† this shows Helen is trying not to reveal Dr Roylott as a bad person, this may show that maybe in her mind Julia may know inside her that her step father is to blame however does not want to face the facts that he fits the perfect villain. Also the people Dr Roylott gets along with are the gypsies, this may show the reader his personality as he gets along with low class, bad mannered people, this may reflect his character. â€Å"he had no friends at all save the wandering gypsies†, quote shows that he is unpleasant to anyone either, he gets along with gypsies , gypsies re associated with ill mannered and rude behaviour and have got a bad label in society in the Victorian time and in the modern day society. Doyle adds repetition on the clues as it adds emphasis also he may use repetition to give the reader that the clue he is repeating has an importance to the story. He repeats to Helen the importance of how he needs to know the full details. Helen’s speech includes a variety of descriptive writing. â€Å"there burst forth the wild scream of a terrified women,† this quote adds tension as Julia screamed before her death therefore something must have caused her to scream. â€Å"I seemed to hear a low whistle†, this quote adds tension as the reader has no clue what this whistle could be but is definitely linked to the mystery, an also the metal clanging sound causes tension as the reader cannot suspect how the noises intervene with the death. â€Å"Her face blanched with terror, her hands groping for help†, in this sentence it uses a sense of imagery as you can imagine what state Julia is in, and the tension gets built as the reader is eager to find out how did she end up in such a dreadful state. â€Å"She stabbed her finger into the air in the direction of the doctor’s room†, this sentence is a big clue that her death is obviously related to Dr Roylott’s room or she would never have pointed towards his room. When Dr Roylott is inspecting the room, this has a great importance to the story as this part of the story slowly unveils the important clues to solve the mystery. When Holmes is inspecting the room he finds out about the ventilator and wonders if this links with Julia’s death. He works out that Dr Roylott has a cheetah living in his room as there is a saucer of milk and a leash. The part of the story where the reader fears fro Helen is when she returns home after visiting Sherlock Holmes, the reader is informed about Dr Roylott’s anger and are worried what Dr Roylott may do to Helen when she returns home. Towards the end of the story the mystery is solved, Dr Roylott had been training the deadliest snake in India to climb through the ventilator and to return when hearing a whistling noise. The speckled band relates to the snake as the snake had a ‘particular yellow band with brownish speckles’. At the end of the story the reader feels relieved that Dr Roylott has been caught and also that he is dead, so he cannot cause any more trouble to anyone the villagers or any more distress to Helen. This is a typical ending as the villain is caught and is dead, therefore cannot continue to cause any more misery.He investigated the case with great care†¦Thahmeena Miah English Miss Limb Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Arthur Conan Doyle section.

Module of Career Coaching Personal Development Free Essay Example, 3000 words

Every lecture of this course helped me discover something new about myself, and at the end, I could not help noticing how little I previously knew about myself. Learning this course has made me more aware of my weaknesses, strengths, and the opportunities that I await me. Concisely, I have always considered myself to be a very optimistic, determined, organized, and expressive person. Nevertheless, in the past, I have had a bad perception of my physicality, which made me appear to have a low self-esteem. However, this module has assisted me to realize the importance of self-image and ways to improve it and I now have a better self-esteem. I believe that learning this course has enabled me to realize my uniqueness and potential since I now have an idea of areas I need to focus on. Career-wise, I have always wished to work in a bank or in retail management as a manager since I am optimistic, likes dealing with numbers as well as people and am also organized which are essential qualitie s for management. However, learning this course has expanded my views and I realized that I would still be happy in other professions such as entrepreneurship so long as they entailed serving people and taking chances. My Strength: I think my strength is that I am more focused than I was last semester and I am determined to work harder to achieve better grades this semester. We will write a custom essay sample on Module of Career Coaching & Personal Development or any topic specifically for you Only $17.96 $11.86/page Other than the guidelines on how to keep the weekly records of the lectures covered, explanations on reflection and some basics on career management were given. I have always wondered why some people look so unhappy a few years after getting into what they considered their childhood dream careers. I was happy to get a clue that this results from poor career management strategies and other aspects such as fear of criticism as well as incapability to adapt to changes.

What Is a Qipao in Chinese Fashion

Qipao, also known as  cheongsam (æâ€"â€"è ¢ ) in Cantonese, is a one-piece Chinese dress that has its origins in Manchu-ruled China back in the 17th century. The style of the qipao has evolved over the decades and is still worn today.   Cheongsam History During the Manchu rule, the chieftain Nurhachi (åŠ ªÃ§Ë† ¾Ã¥â€œË†Ã¨ µ ¤,  NǔěrhÄ chà ¬, ruled 1559–1626) established the banner system, which was a structure for organizing all Manchu families into administrative divisions. The traditional dress that Manchu women wore became known as the  qipao (æâ€"â€"è ¢ , meaning banner gown). After 1636, all Han Chinese men in the banner system had to wear the male version of the  qipao, called the  chà ¡ngpà ¡o  (é• ·Ã¨ ¢ ). In the 1920s in Shanghai, the cheongsam was modernized and became popular among celebrities and the upper class. It became one of the official  national dresses of the Republic of China in 1929. The dress became less popular when Communist rule began in 1949 because the Communist government tried to erase many traditional ideas, including fashion, to make way for modernism. The Shanghainese then took the dress to British-controlled Hong Kong, where it remained popular in the 1950s. At that time, working women often paired the cheongsam with a jacket. For example, Wong Kar-Wais 2001 film In the Mood for Love, set in Hong Kong in the early 1960s, features actress Maggie Cheung wearing a different cheongsam in almost every scene. What a Qipao Looks Like The original qipao worn during the Manchu rule was wide and baggy. The Chinese dress featured a high neck and straight skirt. It covered all of a woman’s body except for her head, hands, and toes. The cheongsam was traditionally made of silk and featured intricate embroidery. The qipaos worn today are modeled after ones made in Shanghai in the 1920s. The modern qipao  is a one-piece, form-fitting dress that has a high slit on one or both sides. Modern variations may have bell sleeves or are sleeveless and made out of a variety of different fabrics. When a Cheongsam Is Worn In the 17th century, women wore a qipao nearly every day. During the 1920s in Shanghai and 1950s in Hong Kong, the qipao was also worn casually quite often. Nowadays, women do not wear a qipao as everyday attire. Cheongsams are now worn only during formal occasions like weddings, parties, and beauty pageants. The qipao is also used as a uniform at restaurants and hotels and on airplanes in Asia. But, elements of traditional qipaos, like intense colors and embroidery, are now incorporated into everyday wear by design houses like  Shanghai Tang. Where You Can Buy a Qipao Qipaos are experiencing a resurgence since In the Mood for Love and other movies and television dramas in and out of China. They are available for purchase at high-end boutique stores or can be personally tailored at clothing markets in Hong Kong, Taiwan, and Singapore; many of the larger cities in China, including Chengdu, Beijing, and Harbin; and even in the west. You can also find a cheap version at streetside stalls. An off-the-rack  qipao at a clothing store can cost about $100, while tailor-made ones can cost hundreds or thousands of dollars. Simpler, inexpensive designs may be purchased online.   Sources and Further Reading Chew, Matthew. Contemporary Re-Emergence of the Qipao: Political Nationalism, Cultural Production and Popular Consumption of a Traditional Chinese Dress. The China Quarterly 189 (2007): 144–61. Print.Xiangyang, Bian. Origin of Qipao Fashion in Early Republic Period. Journal of Donghua University, 2003.  Yang, Chui Chu. The Meanings of Qipao as Traditional Dress: Chinese and Taiwanese Perspectives. Iowa State University, 2007.

English IB world literature - 1567 Words

World Literature Assignment 1 â€Å"Tracing how anger shapes the transformation of Tita in Laura Esquivel’s, Like Water for Chocolate and Esteban Trueba in Isabelle Allende’s,The House of The Spirits† Love is strong affection and attraction towards somebody, The glow of love lights the dullest of lives. But what happens when love is lost? Loss of love shapes the life of a character; it can alter it completely. Loss of love also triggers anger within a person, and that’s what happens to Tita from Like Water for Chocolate and Esteban Trueba from The House of the Spirits. Between Like Water for Chocolate and The House of The spirits, my points of comparison are: how the two characters were†¦show more content†¦If it had been Rosa, he would let her do whatever she wishes, but not Clara: his heart had been hardened by loss of love; he does not wish to love anybody else, much less Rosa’s sister. But with time, he comes to adore her. Esteban despairs Clara because she treats him like everyone else. He tries to make her jealous by going to brothels but it doesn’t work- Clara is as impassive as her. Esteban’s love for Clara is â€Å"the most powerful emotion of his life†. The underlying reason was loss of love; the emotional breakdown he had been through opened up new gaps in him, and Clara filled those gaps perfectly. His fondness and besottedness for Clara grew to such an extent that he banished his sister Ferula from the house out of suspicion: he thought of Ferula’s love for Clara to be too intimate for friendship. This in turn reflects his possessiveness for Clara. Esteban meets Count Jean de Satigny and entertains the idea of his marriage with Blanca. But the conniving Count informs Esteban about Blanca’s relationship with Pedro Tercero. Esteban beats Blanca with a horse whip and when Clara defends the young lovers, Esteban punches her in the face, knocking out her teeth; he turns into a monster of brutality. He releases his temper, rage and frustration which he stored when he lost Rosa and after suffering through Clara’s rejections of him. The birth of Blanca’s daughter Alba sweetens Esteban. The new born ‘star- struck’ girlShow MoreRelatedIB Student Reflection 1519 Words   |  7 Pages As an IB student, it is very important to recognize that the study program is indeed an international program that involves schools all around the world. Therefore, IB is present in a variety of different cultures and countries. As a student in the IB program, I’ve noticed that a lot of study is focused centrally on literature. Whether it’s in an English class setting or in a history class, there are multiple occasions where books, popular novels, and poetry are studied. Also, manyRead MoreQualitative Research Analysis Of Irritable Bowel Syndrome And Co Existing Psychological Illness1177 Words   |  5 Pageshow patient’s experience irritable bowel syndrome (IBS) and how it affects their decision to choose interventions or treatment (Dainty et al., 2014). The researchers can addr ess a poor understanding topics related to this phenomenon by using flexible designs, unstructured methods of data collection, and qualitative analysis (Loiselle, C.G., Profetto-McGrath, J., Polit, D.F., Tatano Beck, C., 2011). The psychological comorbidities related to IBS are the central phenomenon, which needs to exploreRead MoreConflict with Loyalty in the Poem A Far Cry from Africa by Derek Walcott1593 Words   |  7 Pageswith the poet’s inability to resolve his hybrid inheritance causing conflict between his loyalties to Britain and native Africa. 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My College Essay free essay sample

I never really thought that my life could change forever by one simple video. A life changing moment I have experienced in my life happened when I was about 10 years old. I happened to be at home on the computer surfing through the internet. I stumbled across a game studio’s website with their studio logo on the site was represented with the word â€Å"insomniac† with the â€Å"o† replaced by a full moon. Continuing to scroll the site I found a video next to it was the word â€Å"new† in bright red. My curiosity had struck me so I moved the cursor onto the video and clicked it to watch. The video starts with a pitch black screen then the studio logo slowly lights up giving off a teal light. â€Å"Welcome to Insomniac games’ first ever studio tour!† says the Male announcer in an upbeat tone. Inside of my head I thought to myself â€Å"this ought to be interesting† having said that I turned up the volume, sat back and watched a video that changed my life forever. We will write a custom essay sample on My College Essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The video flashes through gameplay footage, to work on the game, footage of the employees designing characters, story line writing, and to voice recording in a booth. I had paused the video to look closely to one of the employees they were wearing black shirts with the studio logo printed on them, blue jeans, and glasses. The expression on their faces were a happy one. I kept staring at the background which had a board with blue and orange lights around it, on the board was rough drafts of the character designs from their previous and current games. After finishing the video which was roughly around 10 minutes I had decided that I would be a video game designer and work on games. My dream of becoming a game designer is to make games that people would enjoy I mean some people might do it for the money but, I want to do it to entertain thousands of people around the world who play video games. My College Essay free essay sample The University values an educational environment that provides all members of the campus community with opportunities to grow and develop intellectually, personally, culturally, and socially. In order to give us a more complete picture of you as an individual, please tell us about the particular life experiences, perspectives, talents, commitments and/or interests you will bring to our campus. In other words, how will your presence enrich our community? I was snooping through my sister’s things in her room one day. I found a letter. It was a letter to her friends. Reading it, I was in shock. Walking down the stairs, with the letter in my hand, I showed it to my mom. Her face was miserable, tears streaming down her face. My sister wanted to commit suicide. My sister was not popular; she wanted to become a â€Å"popular† person. She tried so hard to fit in with the others. We will write a custom essay sample on My College Essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page That’s when she became anorexic, started to go out and party with others, which lead to bulimia. She let people put words in her head and tell her she could become skinnier. I could see her bones sticking out, her face shrunk, and she wasn’t happy with herself. That night, I found my sister in her room with a scissors in her hands, cutting her wrists. She also overdosed on pills too. My mom and dad stopped her before she killed herself. My sister was lying on the floor, hardly breathing. Giving her a paper bag to breathe in, my dad called 911. She was taken to the emergency room and then sent to Roger’s rehab center. When Roger’s took her, she gained weight and looked healthier when I visited her. My sister looked happier. They put her on anti-depressants. It was different not having my sister around when I needed her the most. I slowly got through school, but it was difficult. Learning so much from my sister’s mistakes in life has made me stronge r. She had me come with her to her two babysitting jobs. I loved it. She had me do small jobs like changing a diaper, serving food to the kids, or watching a movie with them. When my sister went to college, she had me take over her two babysitting jobs. I would be responsible for taking care of children. Now, she has a baby and when she needs someone to watch over him, I’m always there to watch him. My sister has had the impact on my life. my college essay free essay sample Why is post-secondary education important? Well it is important to me, because education is an investment to my future. My future income is going to come from my post-secondary education. There is a particular career I want to be in which is health care. Health care has always appealed to me in many different ways. Health care is always in demand, so I don’t have to constantly worry about having a job especially with how the world’s economy is changing. In health care most people make a sufficient amount of money which is something I need. I enjoy helping people and I’m a very caring person. So what better field to work in than health care? You help people when they are sick and make them all better. It’s not as easy as with my daughter where I only have to kiss her boo boo, put a band aid on her and give her a candy. We will write a custom essay sample on my college essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Post-secondary education will also lead to having a career and a steady income. Which it will come in handy especially since I’m a single teen mom and I want to be able to support my daughter. I don’t want to have to worry about if I’m going to be able to put food on the table. When I found out I was pregnant it was like reality smacking me across the face. I all of a sudden felt so many different emotions like being protective and wanting the best for my daughter. I also had this huge responsibility to have to support a small child for the rest of my life. Well, at least until she is 18 and decides to move out. She is my inspiration to why I really want to have a post-secondary education. There are many things that come with being a mom including my favorite mommy ears. I can be far away and hear everything. This is a pretty neat power don’t you think? I guess it comes with the package. Since I can hear everything when I’m in class I can hear the teacher well. I’m just waiting for the eyes in the back of my head to show up. I have many attributes that could be useful in my post-secondary education and my career choice. Like I’m responsible, outgoing, easy to get along with, caring, helpful, and considerate, I like to learn new things, and I always like a challenge. So, as you can see post-secondary education is good for everyone especially for someone in my position. Ever since my daughter walked into my life it changed everything. I never knew such a small thing could affect me in such a big way. She is my inspiration, all I have to do is take a look at her and it’s like a burst of energy of some sort that allows me and pushes me to do what I have to do, because I want her to have more than I had as well as a good life. I really think I would make a good nurse and a good addition to the health care unit as well as in your college.

Media Management Marketing Planning

Question: Discuss about the Media Management for Marketing Planning. Answer: Introduction In this assignment, I am going to elaborate the strategies which are required for the marketing planning for the company. I have chosen Callaway Golf Equipment as the client company, whose products need to be a market. I will provide the insight of integrated marketing Plan and how its useful for the advertisements of a product. Callaway Golf Inc. is a Golf equipment manufacturer multination company and it stands in 2nd number in all over the world in manufacturing and marketing of different Golf equipment. The company is exploring new markets to sell the products and its using the advertisement to reach new markets. Marketing Planning is providing a blueprint of the strategies which are required for the advertisements of the products. In other words, this process begins with an analysis of the situation from the marketing plan and it does not include other aspects of production and evaluation. ( Percy, 1997) IMC: The Integrated marketing Plan has these processes and this must be reflected in the advertising campaigns of the company. The Integrated Marketing plan or IMC includes different marketing strategies such as, Print Interactive Outdoor Strategic Planning Media Planning Brand Partnerships Result Tracking IMC is a strategy which is defined and used to create awareness among consumers through different kind of marketing tools. In IMC the advertiser company, which is Callaway Golf in this case of the assignment, has used Television, radio, and Social media marketing for the advertisement of the Products. This kind of strategic marketing is becoming more and more important because the media fragmentation in the advertisement is considered as a good measure to promote the products. Another benefit of the integrated marketing is its creative approach and implementation. The creative approach in the marketing is successfully implemented for the Callaway Golf to sell their Golf equipment and accessories. Media Planning Media planning is not just answering some media means but its the process or a series of decisions that could provide the best solution for the problems which are needed to be answered for the marketing of a product. The planners recommendation is to balance the tradeoff within an organization. Planner mainly considers different problems which could be arising and a set of solution and recommendation for the company to follow. These solutions and recommendations about the media selection and advertisement of the products I considered as Media planning. Changing Way of Media Planning: Many marketers believe that the traditional advertisement means such as television, radio and newspapers are an outdated sources of advertisement. Its a wrong concept, as the internet is considered as one of the best sources of advertisement and its accessible to a large population but its still not is a position to considered as a major source of advertisements. Apart from this, the Internet marketing is considered as costly as well, top rated television programs have an impact on the population of different companies. In todays perspective, the consumers are being more information seekers and they also search different products over the internet so the marketing planning should also consider this case as well. Planning an IMC campaigns is a step by step process, according to the Heibing and Cooper the IMC planning is a communication tool which should be done by a set methodology to short out the overlapping elements and correctly and collectively address all the issues. The first things which need to be addressed are the outlining the relevant marketing issues which could affect the marketing and communication about the product. Following different steps regarding the campaign, the last and final step is the evaluation of the campaign. (Duncan, 2002). I will follow two different planning processes which are Outside- In Planning Zero-based Planning approach The Planning will constitute Marketing background, Target audience, Communication strategy, Behavioral task grid and creative grid. Market Analysis Callaway Golf is creating a marketing strategy which is needed by the company to create brand awareness to the consumers. The company is mainly dealing with manufacturing of Drivers, iron, Golf ball, Golf equipment, and bags. The company has a Callaways financial result do not reflect any single direction, basically, its mixed. After the year of 2000, its revenue has been decreased by the 5.4%, whereas the in the case of total asset turnover, its also declined by 12 % (Financial Statement, 2001). In the year of 2002, its NIAT has increased by 19%, which had a negative growth of 27.9% in the year of 2002. According to the report, the Z-score of the company is still 5.4 and its in Safe Zone (Financial report, 2002). Callaway Golf mainly operates in the Sporting and Athletics segments and Manufacturing industry. Callaways is mainly involved in the manufacturing of the Drivers, irons, golf balls and in the accessories. The products which are included in the driver categories are fairway woods and hybrid sold under the Bden hogen and Top- Flite brand name. The company stood in the # 2 position in this segments and the number 1 is the TaylorMade, which is an Adidas Company. The other products in these categories are Iron and Wedges, in this segment the Callaway is the number one. The market share of the company in this segment is still in a good number beside that the share of the rival companies such as Nike and Adidas in increasing. In the case of Golf ball which is being sold by the Callaway brand name, Top-Flite. In this segment, the company is in #2 positions in the market. Also in the case of the accessories and the company is selling Golf bags and Gloves under the same brand name. The brand r eputations of the company help them to sell. The company market strategy is to create and make brand awareness among the public about the products in which they are engaged with. The main Market of the Callaway products is the regions where Golf is most famous and widely played by the masses. The focus should be on those countries, some of them are United States, Australia, New Zealand, Canada, Ireland and England. The main market of the company exists in these countries. The developing Countries such as China, India and Brazil is also a lucrative location to sell the products (MONROE, 2014). Now the company is targeting in the market where they can grow further, such as USA, CHINA, and EUROPE. In Australia, the companys presence is somewhat good but they can grow further in Europe and Asia. The marketing strategies will be focused on these areas. The other developing countries are being focused on the future market of the company. Objectives of IMC: Marketing Background: The marketing background includes the evaluating the present hurdles and challenges with the company and brand. This will examine and help the organization in finalizing the marketing process and plan. It would contain some questions which will help the planner to create the effective plan for the product they have chosen to market (Percy, 1997). Target Audience Objective: The IMC planning tries to look beyond the traditional Golf equipment purchases and it's also focusing on new age customers. This is done to achieve a more holistic view regarding the target audience. According to Percy (1997) to get a more holistic view regarding the target audience we need to look beyond the target audience and the IMC planning should also include the behavior patterns as well as the attitude patterns of the audience. We should also try to know the audience linkage to the contribution as well as the media. One more important thing which needs to be known is the decision grid of the consumer, why they are choosing and why they have chosen the product. Which things have motivated them to make the decision of the product? Percy also suggested a Grid which is known as decision grid contains different essential questions which could be used for the understanding the factor of decision. Role consumer Trade initiator Influencer Decider Purchaser User These are essential steps which are required prior planning the planning of the marketing media. These reviews and studies are required to know the present and future target customers; this will help the company to make the strategy easily and more effective. There are different Processes which will be used to determine and implement the planning. Communication Strategies Objective This objective mainly deals with the communication strategies which will be needed for the marketing communication. This is further divided into 5 groups, which are category needs Brand awareness Brand attitude Brand purchase Intensions Purchase facilitation Planning Process Zero-based Planning Process: As the marketing conditions are changing, so the IMC Planners should use Zero-based planning Process. (Duncan, 2002). This process is used to determine the objectives and strategies based on the current marketplace conditions. This process consists of 8 steps which are applicable to each of the consumers and B-B brand whether they are operating Multinational or domestically. The Steps are; Source: Duncan, 2002 Swot analysis of a company and brand provides the Strength, weakness, Opportunity and threat of a company. The SWOT analysis can help a company to address the weakness and leverage the strength of the company. Internal Situation: In the case of Callaway Company, the strength of the company is the brand name and Research and development. These two can be leveraged by the company so that they can explore and penetrate a new market and increase the revenue. These can be addressed so we can make a proper contribution to the marketing planning. The weakness of the company consists of the low Multinational presence and sort of products which they can offer. The weakness must be address while making the plan of media. External Situation: The opportunity ad threats are considered as the external factors, in the case of Callaway Golf the opportunity is the Growing Golf market in the Developing countries such as China, India, and Brazil as well as increasing market in USA and Europe as well as In Australia. The threat includes the increased competitions from Global brands such as Nike and Adidas. Strategies Callaway Golf needs to use different means of advertisement under the integrated marketing Campaign. Television, radio as well as the Social media marketing should be widely used by the company so that they can attract more customers. The must use the benefits of endorsements by the professional golfers; this is defined as a target based marketing strategy. Apart from this Callaway Golf need to be widely popular in different social media platforms such as Facebook, Twitter, and YouTube. In present time when most of the peoples are engaged with the different social media websites, creating awareness about the product by the Social media is a well-maintained strategy. Callaway has to use IMC in different measures to reach to the customers; Callaway is also focusing on hosting and sponsoring different Golf competitions in different companies so that they can present themselves as a one stop solution for the golf equipment. In present Callaway Golf is #2 in sales of Drivers and #1 in sales of Iron. The main competitor of the company is Taylor Made, Titlists, and Nike. These companies are also increasing their market segment and the innovation which lead them to take on the market and the challenge the Callaway. Revenues of the companies are mainly driven by the market share and the Global economy, declining Golf industry also adversely affect them in the short run (Gordon, 2013). Competitive Analysis Callaway Golf mainly operates in the Sporting and Athletics segments and Manufacturing industry. Callaways is mostly concerned in the manufacturing of the Drivers, irons, golf balls and in the accessories. The products which are incorporated in the driver categories are fairway woods and hybrid sold under the Bden hogen and Top- Flite brand name. The company stood in the # 2 position in this segments and the number 1 is the TaylorMade, which is an Adidas Company product. The other products in these categories are Iron and Wedges, in this segment the Callaway is the number one. The market share of the company in this segment is still in a good number beside that the share of the rival companies such as Nike and Adidas in increasing. In the case of Golf ball which is being sold by the Callaway brand name, Top-Flite. In this segment, the company is in #2 positions in the market. Also in the case of the accessories and the company is selling Golf bags and Gloves under the same brand name . The brand reputations of the company help them to sell. Proposed Marketing Strategies Marketing Strategies is one of the essential things in every company. The company must perform therefore to aim the consumers and raise the revenue. The companies have to set up strategies to cover border market, 1. Target oriented marketing 2. Marketing should be more focused on the populations which could be the future customer 3. Reflect the Superior Quality and pocket-friendly 4. Brand Endorsements by the Professionals. 5. Association of the Clubs and the Events which are related with the Golf. 6. Online Presence The company should spend and sponsor on humanitarian activities with the Brand name this will create a good image and people's will be attached to it emotionally. Another increasing aspect of the marketing is the online marketing or Digital marketing. Digital marketing is widely used by the company so that they can target large audiences and create traffic over the website. E-commerce is on the boom so that they can make it more fruitful by taking the traffic towards the website. Media for the Advertisement The market uses various alternative media to advertise their brand which helps to reach their brand to each and every customer. So the company Callaway also uses different alternative media to advertise their brand like: 1. Television: It helps to reach to a large number with a single exposure. As it is mass communication and it was seen by each and every customer. It is a network that helps to improve their targeting effort (Voorveld and van Noort, 2014). 2. Radio: This media is being used for over 80 years. As many countries use the geographical distinct radio station to broadcast simultaneously. As nowadays many people have a habit of listening music and news to the radio so it also helps to advertise the brand Top flight and their equipment which they sell like bags, golf driver, shoes, etc. (Lovejoy, Riffe and Cheng, 2012). 3. Printing Publication: The Company prints various magazines, books, newspaper to advertise and highlight their brand (Voorveld and van Noort, 2014). The magazine is more target audience than the media, as the magazine shows the product with every detail. 4. Internet: As the technology is moving very fast and everyone use the internet so it is the fastest media outlet for advertising any brand or product. So the company advertises their product on their website. And this media help to get the feedback of the customer directly through the website. And it helps the company improve their product. 5. Direct mail Advertising: It is also a type of medium to advertise the brand. Directly mailing to the customer about the brand in their email. So the company collects the email id from various social media like Facebook, twitter, etc (Lovejoy, Riffe and Cheng, 2012). 6. Product placement advertising: It is an advertising approach through the entrainment like movies, TV serials, and video games. 7. Sponsorship advertising: The Company also provides some sponsorship for advertising their brand Top flight. Implementation Process The company has to expand the current Market and they are also wanted to increase the revenue in this competitive market. This can be achieved by the applying a proper set of proposed marketing strategies which the Company has to follow. The Callaway Golf should make a creative and lucrative website which will be beneficial for them to reach new customers. The second thing which they should do is make a team which will be responsible for the marketing of the products and their advancements to the public. This will be helpful as this can create awareness among the consumers. This team will be responsible for the Digital marketing too; marketing through the Facebook and Twitter will help the company. The Social media marketing is one of the best options to create traffic on the website and attract customers. According to the Scott Gorayl, the global communication head of the Callaway Company, Social media is one of the biggest and easiest ways to market our products thats why the company has a good presence on different social media websites. (App, 2013) Evaluation and Control The company has to manage different things at once; this includes Manufacturing, marketing, advertisement, and Innovation. The Callaway Golf has a number of employees who are involved in different works and management. The management and administrative teams are responsible for the implementation of each process. The management Team must divide the work according to the team present and how they must help them in achieving the target. Availing all the resources which are needed to the process must be provided by the company management. The matrix which they have to follow is, Conclusion I have described the IMC and its objectives for the marketing and communication in an organization for a product. Media planning is an essential thing before going for marketing; this helps a company to find him most accurate and visible objectives of the products. I have described the Media Planning and its requirements. The marketing strategies and the evaluation and control of the Marketing campaign are also essential things to do. This helps the company to track the progress of the communication tool, either the company is choosing online marketing or the traditional strategies, evaluation and control help the company to set up an objective and be attached to it. Although, the Media Planning is an essential thing which needs to be address perfectly as per the companies target market and product portfolio. 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