...recommends KMC to delve into the advertising industry by offering advertising services for kids, tweens and teens alongside with market research. KMC should diversify their services, more specifically by offering the service of advertising, as it proves to be the most valuable. There is currently more spending on advertising than on market research and since most Ukrainian firms focus more on advertising rather than on marketing research, showing potential in the advertising services industry. Ukraine is also working to create a strict framework for current firms through UMA, and by eliminating grey and black market firms, KMC will be apart of the selective few agencies that people can choose from, increasing the chance of gaining clients. Since there is less differentiation between advertising agencies, branding and market research, and more firms are inclined to offer a variety of services, as opposed to just market research, KMC should follow suit in order to keep up with their competition. It is assumed that most companies pay more attention to the advertising industry, even if they offer additional services, resulting in the intensity of rivalry among competitors increasing in the industry. This path is suitable for KMC due to Natalia’s experience in advertising and mass media, her contacts in the Ukrainian advertising community, KMC’s expertise with kids, tweens, and teens market, and providing the ability to strengthen relationships with existing customers and potential...
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...Generation Gap Old people are always saying that the young are not what they were. The same comment is made from generation to generation and is always true; it has never been truer than it is today.These days, grown-ups describe children as «difficult», «rude», «wild» and «irresponsible». Only some people say that they will grow up to make our country a better place. For kids from 8 to 14 a new term «tweens» has recently been coined. They are no longer children nor yet teenagers, just between – tweens. They are said to be a generation in a fearful hurry to grow up. Instead of playing with Barbies and Lego they are interested in the vagaries of love on TV serials. Girls wear provocative make-up. At this very age kids start pairing off. Tweens have got an insatiable desire for the latest in everything – from jeans with labels so that everyone will know that they've got the latest stuff – to CDs. Kids at their age desperately need to belong and that's why everything comes down to appearance. They think that having the right «stuff» is the quickest way to acceptance. To parents and teachers they can be a nightmare, aping the hairstyles, clothes and make-up of celebrities twice their age. Experts say that the rush to grow up is due to the mass media. Being raised by single-parent families as well as watching TV, which sucks up most of their free time, can also accelerate the desire of children for being independent and creates behaviour problems. But the most painful part of childhood...
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...The three main problems that Hymowitz mentions in her essay "Tweens: Ten going on Sixteen" is how young children have now been involved in sexual activities, drugs/alcohol, violence, and most of all the appearances they have come to develop so quickly. The transition of children to teens has been influenced by much of the modern world around them. Currently there has been an increasingly amount of difference between past generations. Children are learning bad behaviors earlier than usual and obtaining bad habits at early ages. This has caused preteens to be categorized as a younger group. They all seem to want to grow up so fast and aren't really concerned about their childhood years. Children these days have rapidly caught on to older peoples...
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...pressure or peer influence in today’s youth is prevalent and powerful. Youth in this day and age are struggling to find a place where they belong, or fit in with society. Teens especially and weakened by peer pressure as they strive to maintain a relationship with their friends. “In groupthink, the members sense pressure to maintain unanimity, which discourages critical and independent thinking.” (Lotz, 230) “The types of peer pressure range from direct, confrontational pressure, to more subtle pressures to look, dress and act like everyone else.” (Life123.com) Negative peer pressure can persuade a teenager or child to do things they normally wouldn’t do such as, shoplift, drink alcohol, drugs, smoke cigarettes, cheat at school, vandalize property, bully other students, skip school and participate in racist and discriminatory behavior. When it seems like everyone else is doing something-dressing a certain way or acting a certain way-teens feel a tremendous pressure to go along with the crowd and be like everyone else. Most teenagers don't want to stand out as being different. Everyone wants to fit in. Peers can be a positive influence, too. Positive peer pressure can make a teen feel like he should join a sport or a youth organization because a group he admires is doing it. Fifteen years ago when I was a teen peer pressure was an issue, as it continues to be today. But, today’s youth face more challenges when it comes to being involved in peer pressure. Kids today are facing online...
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...make purchases for their children. This trend has changed. With the increasing exposure children have to television, they have become marketer’s main targets. According to Dr. Victor C. Strasburger of the University of New Mexico School of Medicine: Children and adolescents spend more time watching television than in any other activity except sleeping, and more time from age 2 to 18 in front of the television set (15 000 to 18 000 h) than in the classroom (12 000 h). By the time today's children reach age 70, they will have spent a total of 7 years of their lives watching television. Dr. Strasburger goes on to say that children will be exposed to over fourteen thousand sexually suggestive images, thousands of images portraying alcohol and violent acts, and nearly twenty thousand commercials (Stratsburger, 1992). Children are being bombarded with these images so frequently they are overwhelmed with the desire to have the things they see and to become the people that are portrayed in these images. Children nowadays spend more and more time watching television and playing video games. In the last few decades, neighborhoods,...
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...Talking to Kids about Drugs at a Young Age/and Ways to Do So Toni Hale AIU Online Abstract I keep an open door when it comes to talking to my kids about the dangers of drug and alcohol abuse. It is very important that we, as parents, communicate often about drug and alcohol abuse to our children. If we did not inform them about the dangers who will? By keeping the lines of communication opened, we make are kids feel comfortable and they will find it easier to discuss drug and alcohol usage with you, without the fear of consequences. Let your kids know that you would rather hear it from them than from someone else. Talking to Kids about Drugs at a Young Age/and Ways to Do So Introduction As parents it is our duty to educate our kids about the dangers of drug and alcohol at a young age. As parents, we do not want to hear the truth about drugs and alcohol and our kids, unfortunately they try alcohol in high school, college, and before their 21st birthday. Kids using drugs is rapidly becoming a big issue in America. As kids become older, they are tempted to use drugs, because they consider it to be an adult activity. Unlike some adults, kids are more likely to get involved in risky and dangerous behavior, from the use of drugs. Parents are the strongest influence on children and have a big impact on their child’s decision to use drugs or not. Though parents can educate their kids about drugs, there is no guarantee that your child will not use drugs. All we...
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...Journal of Behavioral Studies in Business Marketing to the Generations, Page 1 Marketing to the Generations Kaylene C. Williams California State University, Stanislaus Robert A. Page Southern Connecticut State University ABSTRACT Each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors. Accordingly, many companies are reaching out to multi-generational consumers and trying to understand and gain the attention of these diverse buyers. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group, with a generation being a group of individuals born and living about the same time [1]. This means that marketers need to understand the six U.S. generations: Pre-Depression Generation, Depression Generation, Baby Boomers, Generation X, Generation Y, and Generation Z. When a marketer factors in the different characteristics and behaviors of the generations, it should be easier to build relationships, gain trust, and close business. [2, 3] As such, an understanding of multigenerational marketing is very important to the marketer. The purpose of this paper is to describe briefly the U.S. generations in terms of the times in which they grew up as well as the characteristics, lifestyles, and attitudes of the group. However, the primary focus of the paper is to describe various marketing...
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...Like any problem in the complexity of our world, there is no one cause but a combination of them. The lack in parenting is a major factor, along with peer pressure of course. But the recent maturing of children's media and the things they are exposed to are also a cause. Hello, I’m Jahmiele, and while I may be of the younger generation (I'm only 16 this year), and I in no way mean to heighten myself when I say this, but am proud to say I and many others in here, I am sure, have avoided the trend and completely look down on it as a failure of today's society. I am also proof that the biggest factor is in fact parenting. My parents looked after me very carefully and made sure to teach me lessons about not following the crowd before my tween years. Children must be taught morals before their hormones and many other changes like peer pressure, kick in. After that there is high chance that there will be influences, causing them to not listen to their parents and start to rebel, and fall down the path previously mentioned. The words I have spoken will play out if they are ignored. As parents it is their job to bring up the next generation. The failure of our children is really just our own failure. When I say this, I don’t mean to say that parents of what we would call ‘rebellious’ children, are to blame for these trends emerging, but with the way society is running these days, I think it is safe to say that there is definitely a bar of expectation, and a lot aren’t meeting...
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...Substance Abuse: A Public Health Problem Description, Effects, and Sociological Theory Substance abuse and addiction is a major public health problem that has a grave impact upon multiple levels of our society. Every community and every family is either directly or indirectly affected by substance abuse and addiction. This essay takes a look at this massive social problem and the extent to which it affects our country and its citizens and will also explore different causes of addiction. A. Description Addiction can affect a person of any age group, though most analysts gather data on the population of those age 12 and over. The Diagnostic and Statistical Manual of Mental Disorders (DSM), describes substance abuse as an abnormal pattern of substance use that leads to clinical impairment or distress that manifests itself with the following within a 12 month period: 1. Repeated substance use that results in a failure to meet obligations at work, school, or responsibilities at home. 2. Repeated use of a substance even during situations proven to be physically dangerous. 3. Continual legal problems related to the use of a substance. 4. Sustained use despite social or personal problems caused by a substance use. (American Psychiatric Association, 2000) We see two aspects that must be present in order for a behavior to be considered addictive. First, the behavior must be counter-productive to the individual. It will actually inhibit...
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...Anita Welty-Buote Mr. Maxam English 101 7 May 2012 Saving our Kids from the Bully Bullying has been around for as long as people have, if you asked around most people have some memory of a bully intimidating them or making fun of them. For most, bullying happened at school, but it can happen at any time in one’s life. Advances in the internet and technology have brought about some positive changes in our lives. However, in the technical world that we live in today with our kids having access to cell phones and the cyber social media, it has turned into a deadly form of bullying known as cyber bullying. Like traditional bullying, many people think that cyber bullying is not a big deal. Many feel that it is just a part of life that needs to be dealt with. However, cyber bullying is something that should concern everyone. There are far too many children suffering from the effects of cyber bullying and as a society we all need to take steps to ensure our children are safe. No child should have to face the type of harassment that causes them to suffer feelings of depression, isolation, low self-esteem, humiliation, anxiety, and thoughts of suicide. Cyber bullying has some rather unique characteristics that are different from traditional bullying: * Anonymity As bad as the "bully" on the playground may be, he or she can be readily identified and potentially avoided. On the other hand, the child who cyber bullies is often anonymous. The victim is left wondering...
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...How TV Affects Your Child Most kids plug into the world of television long before they enter school. According to the Kaiser Family Foundation (KFF): * two-thirds of infants and toddlers watch a screen an average of 2 hours a day * kids under age 6 watch an average of about 2 hours of screen media a day, primarily TV and videos or DVDs * kids and teens 8 to 18 years spend nearly 4 hours a day in front of a TV screen and almost 2 additional hours on the computer (outside of schoolwork) and playing video games The American Academy of Pediatrics (AAP) recommends that kids under 2 years old not watch any TV and that those older than 2 watch no more than 1 to 2 hours a day of quality programming. The first 2 years of life are considered a critical time for brain development. TV and other electronic media can get in the way of exploring, playing, and interacting with parents and others, which encourages learning and healthy physical and social development. As kids get older, too much screen time can interfere with activities such as being physically active, reading, doing homework, playing with friends, and spending time with family. Of course, TV in moderation can be a good thing: Preschoolers can get help learning the alphabet on public television, grade schoolers can learn about wildlife on nature shows, and parents can keep up with current events on the evening news. No doubt about it — TV can be an excellent educator and entertainer. Still, too much TV can...
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...Child Abuse and Its Correlation to Suicide May 1, 2014 Psychology Final Paper Mrs. Bailey Topic: Child Abuse and its correlation to suicide Introduction: (partial) The exploration into the relationship between child abuse and suicide. Child abuse has many psychological effects on a victim. These effects can accumulate leading to a person exposed to this to try to take the pain away. Ending their life, ends the pain. Paragraph 1: Main Idea All bad things that come out of abuse: It is hard to determine how each thing separately affects a child, but child abuse has been linked to physical, psychological, behavioral, and societal consequences. A scary thing about that is that sometimes there is a snowball effect with these consequences. Examples: cognitive delay and have lower IQ scores, language difficulties, neonatal challenges, personality disorder, depression, anxiety, and other psychiatric disorders (Psychological Consequences). Paragraph 2: Main Idea Many studies have shown the relationship between child abuse and suicide. Not all suicide attempts are from people who were abused but there is a strong correlation (Dube, S., Anda, R., Felitti, V.). Go specifically in detail about how child abuse leads to suicide. Paragraph 3: Main Idea Who is most at risk? Repeated abuse was generally more strongly associated with suicide attempts than a single occurrence of abuse. Furthermore, sexual abuse by an immediate family member (such as a father, stepfather...
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...connotation because all she is in the show is, “An Angry Black Woman.” This is a prime example of Helen being shown as a “Sassy Black Woman” or “Angry Black Woman.” The use of depicting Tiffany and Helen as hell raising and aggressive in the show, supports both the stereotype and what Wendy Ashley explains in her article. These two strong women are misconstrued to make them seem as more than they actually are for the means of viewing pleasure. Racial and ethnic divides are constructed from these ways in which women are described. Due to the way in which Tiffany’s footage on ANTM is used makes her shown as the attacker, it shows her as aggressive, where she in some sense is right for being upset at the fact that a drunk “local skank” spilled alcohol on her head. Helen on Drake and Josh has the right to pull out a bat in her movie theatre because along the context of the episode the two main characters were about to get jumped by the group of jocks. In both shows, the women are being “aggressive” as a form of self-defense but because they are created to be as these angry characters, it becomes a problem, it’s a sort of drama that the audience lives for. This stereotype, truly is nothing more than a stereotype, but it is dragged on for entertainment, which is the main issue at hand. Henceforth, the role of media and advertisements are what causes the persisting of racial and ethnic divisions. Television and media gives us the strong black women but use them in the same roles. Certain...
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...Children as Consumers: Advertising and Marketing Children as Consumers: Advertising and Marketing Sandra L. Calvert Summary Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to narrow cast to children, thereby creating a growing media space just for children and children’s products. Calvert explains that paid advertising to children primarily involves television spots that feature toys and food products, most of which are high in fat and sugar and low in nutritional value. Newer marketing approaches have led to online advertising and to so-called stealth marketing techniques, such as embedding products in the program content in films, online, and in video games. All these marketing strategies, says Calvert, make children younger than eight especially vulnerable because they lack the cognitive skills to understand the persuasive intent of television and online advertisements...
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...An Overview of Advertising Chapter 1 1.1 Introduction If we look up the word ‘advertise' in the New Shorter Oxford English Dictionary (1990) we find the following definition: ‘Make an announcement in a public place; describe or present goods publicly with a view to promoting sales.'; Right after that we find advertisement defined as: ‘A public announcement (formerly by the town-crier, now usually in newspapers, on posters, by television, etc)' It was Daniel Starch (1926), one of the early pioneers of advertising theory in the twentieth century, who back in the 1920s, reminded us that the Latin root for advertising is advertere. This roughly translates as ‘to turn towards'. L.E Boone and D. Kurtz, (1998) Advertising is a specific type of marketing that brings a product to the attention of consumers and may be delivered through a variety of media channels such as television, radio, print, billboards, personal contact and the internet. Advertising is a very effective method to convey the company's message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc. With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided...
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