Digital Marketing: Benefits Consumers or Advertisers?

The internet has revolutionized a lot of things in our lives, including one of our favorite hobbies, shopping. Shopping has gone to a new level in the new millennium. Online shopping has hit the market with consumers and advertisers trying to buy and sell products. Customers now have the opportunity to search for their required products online, with a price that they want and with a price that fits their wallets. On the other hand, advertisers can now easily market their products online without even renting a shop!So many websites like Buy. com, Amazon. com, NewEgg. com and many others have come with their websites to feature various advertisers and suppliers to market their products on their websites where online consumers from across the globe can purchase these products and services. So who has more control over digital products and services? In my opinion, advertisers have more control over consumers. First of all, advertisers have the opportunity to market their products to an i nternational market without even having a shop.All they have to do is to search a product that is wanted by the market, and take some pictures of this product and put in on websites like e-bay or even create an own site for free! Potential consumers from all over the world will be able to see this product, and if it is a wanted product, business will start booming. According to recent research, it was estimated that there was around 1 billion internet users in 2008 and this number is expected to grow annually (Bischof et.al 2000). It could be assumed that the internet market would keep growing and that would give internet advertisers a vast opportunity to advertise and market their products online. Therefore, this mainly benefits advertisers over consumers. Apart from that, advertisers will also have the opportunity to position themselves to cater to selected market segments due to the wide variety of consumers from different countries and expectations (Bischof et. al 2000).To do th is, an advertiser must first study the market segment so that the advertiser can then study the behavior of the consumer and understand the consumers’ expectations and therefore capture this market segment (Rodgers & Thorson 2000). The size of this market share may increase or decrease according to population growth and other social, economic and environmental factors. Even if advertisers get 1% out of the 1 billion internet market, they will be making a lot of money due to the volume of business online.Apart from that, if advertisers could find their ideal positioning in the market, the advertiser’s brand or business name would be easily spread thru the internet as there are many third party websites that allow consumers to share their views and opinions on certain products or services. As a matter of fact, from the above, advertisers are actually choosing who they want to sell their products or services too, again a benefit towards advertisers rather than consumers. There is also a competitive environment online which would keep the company growing and not stagnant like a brick and mortar store.Advertisers can now track the number of customers that are visiting their websites (Wind & Mahajan 2001). This will give them an indication as to the number of customers that they get every month and the number of purchases made. With this information, these advertisers could get an idea of how well or how poor their business is doing; and by using this information, companies can then decide on their next course of action. Consumers can compare price, product brand, quality and other features online while sharing notes with other fellow consumers.As mentioned above, there are also third party websites who function as an intermediary between sellers and consumers who provide full details of price and product quality rating that makes it easy for consumers to choose from. Competition is good for advertisers as it allows the company to grow and make more pr ofit and therefore once again, benefits advertisers over consumers. Keeping this in mind, advertisers also have the opportunity to check out competition online and provide competitive products to their customers.According to Wang et. al (2001), customers who are happy with their purchases are less likely to have complaints and are therefore more prone to become return customers. Return customers could mean loyal customers that allow advertisers to sell their products and services without the worry of finding new online customers. Apart from that, if the advertisers’ product or service is compatible or better than the competitors’ products, there will be free publicity of the product by third party reviews.Although most research actually argue that consumers have more benefits than advertisers, based on the argument above, advertisers manipulate consumers into thinking that they have more benefits when they actually do not. Websites who promote themselves as catering to customer needs are actually advertisers themselves, and therefore this creates an illusion to the customer that they are controlling what and how the shop online. As a conclusion, digital marketing benefits the advertisers more than the consumers.To summarize, one of the reasons for this is that advertisers have the opportunity to market their products to an international market without even having a shop. Furthermore, advertisers will also have the opportunity to position themselves to cater to selected market segments due to the wide variety of consumers from different countries and expectations. Apart from that, there is also a competitive environment online which would keep the company growing and not stagnant like a brick and mortar store. Advertisers also have the opportunity to check out competition online and provide competitive products to their customers.

Huckleberry Finn Essay

Fathers are an important aspect of every person’s life and have a great influence their children. In The Adventures of Huckleberry Finn, a novel by Mark Twain, Huck in a way has two fathers. While Pap Finn is Huck’s real father, Jim also becomes a father figure to Huck because Jim is Pap’s foil. He becomes what Pap is unable to be by protecting him and teaching him right from wrong. While Pap Finn and Jim both become fathers to Huck, they influence Huck in many different ways. Pap lets Huck get away with bad habits and Huck had even stopped cursing, but now he â€Å"took to it again because pap hadn’t no objections† (34). When Pap first finds out Huck goes to school, he says, â€Å"you drop that school you hear? I’ll learn people to bring up a boy to put on airs over his own father and let on to be better’n what he is† (29). Pap thwarts Huck from getting ahead in life, just because he can’t read or write himself. Pap also wastes much of his life and money on alcohol. When Pap hears that Huck has six thousand dollars, he immediately finds Huck to get it from him. When Pap threatens to beat Huck, he â€Å"borrowed three dollars from Judge Thatcher, and pap took it and got drunk† (31). He also teaches Huck things like stealing, and says to â€Å"take a chicken when you have a chance† and that it isn’t â€Å"no harm to borrow things, if you was meaning to pay them back, sometime† (76). Jim however is very genuine and honest. When Huck and Jim separate from each other in the fog, Jim becomes terrified, but when he finds Huck next to him safe he is very happy and grateful. However when Huck starts to play a trick on him saying he was there the whole time he says â€Å"trash is what people is dat puts dirt on de head er dey fren’s en makes? em ashamed† (98). Huck then feels very guilty and apologizes. Jim teaches him right from wrong, and Huck knows now not to hurt people’s feelings. Jim, unlike Pap, values his family as well. Jim is always â€Å"thinking about his wife and his children? and he was low and homesick†, which teaches Huck that black people and white people aren’t very different, and that Jim â€Å"cared just as much for his people as white folks does for their’n† (167). Huck also has a choice of giving Jim up to his rightful owner or helping him escape slavery. Huck finally decides that he’ll â€Å"go to hell† if that is what it takes to save Jim. Because of what he has learned from Jim he disregards what society has taught him and follows his gut to save Jim (227). Because Pap and Jim are so unlike, they teach Huck many different things and have a great impact on him. Pap and Jim treat Huck very differently as well. Pap constantly abuses Huck, and beats him for no reason, and â€Å"by-and-by pap got too handy with his hick’ry† and Huck had welts all over (34). Even when Pap finds a picture that Huck got for doing well in school he tears it up and says, â€Å"I’ll give you something better-I’ll give you a cowhide† (29). Jim however protects Huck. When Huck and Jim are floating along the river, they come across a house. Huck’s father was dead in the house, but Jim finds Pap first and covers him up and tells Huck to â€Å"come in? but doan’ look at his face-it’s too gashly†, without telling Huck who the dead man was (60). Jim wanted to protect Huck from seeing his father dead, despite how Pap treated Huck. Jim is also very grateful of Huck. Jim reminds Huck many times that he is â€Å"de on’y white genlman dat kep’ his promise†, and that Huck is his best and only friend (102). Pap Finn and Jim both affect Huck differently because of the way they treat him. In The Adventures of Huckleberry Finn, by Mark Twain, both Pap and Jim can be seen as Huck’s fathers. Because they are so different, they have very different influences on Huck by teaching him different things and by the way they treat him.

Television and its Impact on Teenagers Essay Example | Topics and Well Written Essays - 750 words

Television and its Impact on Teenagers - Essay Example Television sells, and it not only sells advertising, it sells ideas. The teenage mind is at a stage where it is open to new ideas, experimentation, and is easily swayed by a sense of status through images. Teenagers, often alienated by their parents and the educational system, seek an identity and want to be a part of a reference or in-group. Teenagers will copy what they view on television and the media industry should be pro-active in monitoring all their programming, measuring its social impact, and assuring that it is fit for all viewers, and especially teenagers. When we consider what a teenager may take from television and incorporate into their own life, sex immediately comes to mind. If the teenager feels disconnected from society, or neglected and unloved, they are in a prime position to seek out inappropriate sex. When television romanticizes sex between 13 year olds, the child will be led to believe that this action will bring them status and love. A study by Brown et al. found that regular viewing of sex on television, "accelerates white adolescents' sexual activity and increases their risk of engaging in early sexual intercourse" (1018). It would be irresponsible to encourage a young teenage girl to have sex in any other setting or format. Yet, it is routinely done on television. The industry must self-regulate the television programming and reduce the exposure that young teens have to sexual content. Drugs are another subject that the media inappropriately presents to teenagers, which encourages them to experiment. Often, television portrays drugs in a positive light and fails to show the tragic consequences that accompany drug use. Teenagers learn which drugs are available, where to get them, and how to use them. Television has essentially become a drug education program. Studies have shown that there has been an increase in movies that portray drug use as a "relatively common and carefree behavior among teen characters in teen-centered films" (Stern 342). Teenagers copy this behavior while assuming they will have the same outcome as the characters in the film. In fact, the media industry could show drug use among teens in a more negative context with a more realistic outcome. This could lessen teenagers' misguided view of the consequences of using drugs. Sex and drugs are activities that an average teenager may engage in with or without the encouragement of television, but violence is something that most teens intrinsically avoid. Yet, television programming has the power to desensitize a teenager's mind to violence and make it more acceptable. As teens view a barrage of violence against women, society, and acquaintances on television, they begin to view this as normal behavior. It is commonly accepted that violence, especially in children's television programming, has escalated in recent years, and the results have been disastrous. A large-scale and long-term study reported by Browne and Hamilton-Giachritsis found a close association between increased viewing of television violence and the "likelihood of subsequent antisocial behaviour, such as threatening aggression, assault or physical fights resulting in injury, and robbery" (703). While we may be able to get a teenager off drugs, or encourage them to curtail their sexual activit y, violent tendencies are deeply ingrained into the

What role did popular music play in the American civil rights movement Essay

What role did popular music play in the American civil rights movement Your answer should include at least two case studies which connect musicians to particular historical events of the 1950s or 1960s - Essay Example It will be vital to mention that the Civil Rights Movement, which took place during the time of 1960’s, was more closely related to music as compared to other American based social movements held in the stated period. In this similar context, it can be apparently observed that certain prisoners sung freedom songs for keeping up their spirits in gaining national freedom. Apart from this, various folksingers, including blacks as well as whites, wrote songs about various themes related to the Civil Rights Movement. These themes were ascertained to be pains, paradoxes and racist activities among others. Thus, with this concern, it can be affirmed that the connection of music with the Civil Rights Movement is much apparent during the episode of 1960’s (RRAS, n.d.). In relation to the above context, the essay intends to discuss and analyse the role that popular music played in the American Civil Rights Movement. In the circumstance of explaining the role played by popular music in the American Civil Rights Movement, certain popular music genres in the period of 1960’s were found to exist. In this similar context, the popular music genres that persisted during the period of 1960’s were Acapella, Motown/R&B, British Invasion, Roots Rock and Hard Rock, Folk Rock and Protest Music and Surf Rock and Psychedelic Rock. The popular music genre of British Invasion comprised certain pop artists as well as rock brands belonging to Britain that presented certain American pop and rock songs. Such artists were reckoned as The Beatles, Donovan, The Animals, The Kinks and Dusty Springfield among others. Specially mentioning, Motown/R&B acted as one of the most popular music genres, which had importance in the Civil Rights Movement. The importance of this particular popular music genre could be determined based on the efforts made by the same in integrating American community during the

The war between Samsung and Apple Essay Example | Topics and Well Written Essays - 1500 words

The war between Samsung and Apple - Essay Example instance, California there was a ruling by the jury stipulating that Samsung is to compensate Apple damages amounting to 1.05 billion for infringement, whereby dismissing allegations made by Samsung (Helena,1). There are intentions by Samsung to seek an appeal for the ruling, though it would result to reduced choices, less innovation and increase in prices. In terms of the company’s marketing strategies, they select a range of products through which a marketing strategy can be implemented focusing on supply and demand and an aim of raising the attractiveness of the products, which results to increased sales turn over (Botha, Strydom and Brink, 29). Apple has made the necessary effort of adapting the strategy of releasing its products such as iPhone 5, which has been an effective strategy of marketing. Customers of Apple products are always waiting to acquire the latest products from Apple Company. Moreover, they have a strategy of regulating volumes of iPhone 5 that are suppli ed to the market, in order to ensure that it is below the demand. On the other hand, Apple needs a reform of their marketing strategy, by ensuring that they are entering the market using attractive features on their products, which are no present in their competitors. Marketing theory of 4ps is necessary in comparing products from Samsung and Apple; whereby there are some advantages of Apple’s iPhone 5 over Samsung Galaxy S3, which entail the size of the screen, resolution, life of the battery. However, Samsung has exploited the hype of iPhone 5 launching, by using the chance to inform their customers about the features of Galaxy S3 using the media and the channels offered by the social media. Samsung had ensured that are stores in main cities at the time when iPhone 5 is being launched,... In terms of the company’s marketing strategies, they select a range of products through which a marketing strategy can be implemented focusing on supply and demand and an aim of raising the attractiveness of the products, which results in increased sales turnover (Botha, Strydom and Brink, 29). Apple has made the necessary effort of adopting the strategy of releasing its products such as iPhone 5, which has been an effective strategy for marketing. Customers of Apple products are always waiting to acquire the latest products from Apple Company. Moreover, they have a strategy of regulating volumes of iPhone 5 that are supplied to the market, in order to ensure that it is below the demand. On the other hand, Apple needs a reform of their marketing strategy, by ensuring that they are entering the market using attractive features on their products, which are no present in their competitors.Marketing theory of 4ps is necessary for comparing products from Samsung and Apple; whereby there are some advantages of Apple’s iPhone 5 over Samsung Galaxy S3, which entail the size of the screen, resolution, life of the battery. However, Samsung has exploited the hype of iPhone 5 launching, by using the chance to inform their customers about the features of Galaxy S3 using the media and the channels offered by the social media. Samsung had ensured that are stored in main cities at the time when iPhone 5 is being launched, whereby they used a clear message for their customers.

Events and banqueting managments in UK Essay Example | Topics and Well Written Essays - 500 words

Events and banqueting managments in UK - Essay Example The services that should complement banqueting are good crockery, good lighting facilities and excellent and trained staff to serve the food. This type of service provisions provide total satisfaction to the customers and bring returning customers to the company. At another place, we found out that many companies make the banquet too formal and food that they offer do not match the type of event. At other times, the crockery does not match the type of food and the kind of guests that have to attend the function. It is very important for the waiters to understand how corporate meals are held and what kind of decorations is required. Many clients complained that the banqueting companies do not understand the corporate rule of solids to the right and liquid to the left. The glass for drinks should be on the left and plates should be on the right side of the table. If banqueting companies understand these rules and provide excellent services to customers, they are likely to increase thei r clientage. The future of banqueting relies a great deal on ergonomics. Many companies are putting more and more emphasis of comfort of guests. In the recent times, a lot of emphasis has been put on the ergonomic banquet chair.

Instruction Groups Essay Example | Topics and Well Written Essays - 1000 words

Instruction Groups - Essay Example Thus, the teacher may have a number of high achievers in one group and low achievers in another. Students enter the system with varied levels of reading abilities and mathematical skills. Hence, it is common for teachers to practice within-class groupings for the teaching of Reading and Mathematics. Flexible grouping encompasses the arrangement of students based on their learning levels. Hence, students may not remain in the same group for an entire semester. The teacher closely monitors students’ progress to ascertain when students may have improved in a particular subject area. This student is then placed in a group that contains members of similar aptitude. However, a student may be excellent in one subject area yet weak in another. Regardless of the type of grouping used, the teacher should establish only two or three groups within the class for easier supervision and timely intervention. Each group should work on material that is suited to their unique needs and abilities. Some situations in which whole group instruction may occur include storytelling, the introduction of new concepts, ideas and skills, writing composition, poetry appreciation, dramatization of a story and the generation of a language experience chart. Specifically, there is a lure about story-telling that equalizes all students irrespective of their reading level or their ability in any other content area. For example in the telling of the story of Little Red Riding Hood, the teacher could read aloud this story, varying the intonation of the voice in order to portray different characters. All the students are allowed to participate in this session. However, at the end of the reading of the story, students can be divided into groups based on their ability or skill. Thus, the teacher of a third grade class for example, may ask each ability group to write a different ending to the story. At the end of the writing period, the