Premium Essay

Mechanism

In:

Submitted By Indu23
Words 4023
Pages 17
Mekanism Case Report

Prepared by:
Team #2

Heather Youmans
Jason Case
Jessica Marie-McClintock
Meharvan Singh
Michelle Roshanzamir

1. Problem statement
Mekanism began as a small production shop that ad agencies hired to create digital media content for their clients. Over time, Mekanism evolved into a creative production company with expertise in making content go viral. Between the years of 2008 and 2010, using its storytelling creative approach coupled with a multifaceted social-media distribution system, Mekanism proved to be successful in many viral campaigns. With consumers’ ability to skip ads and the changing media landscape, more-and-more clients seemed willing to take a chance with viral advertising. Viral marketing was initially sought out by small advertisers, because of its promise to reach millions of consumers quickly and cheaply. After seeing the success of viral marketing, major advertisers began to use this promotional tool. As Mekanism began taking in business from big-name brands like Pepsi, Nike, and Microsoft, the company started to flourish, experiencing
32% year-over-year average growth from 2007 to 2010. Yet in 2010, the firm only grew 10% in billings with fewer new clients signing on with the company. This lack of potential growth made it apparent that Mekanism needed change.
In order to sustain the growth of their company and fend off competition, upper management needs to define their next step. Should they stay with what is working, and mainly focus on viral marketing, or should they embrace other traditional content and media, effectively becoming a full service-advertising agency? Viral advertising is how Mekanism differentiates itself from other competitors. On the other hand, becoming an ad agency would mean Mekanism could leverage its creative capabilities with other media (print, TV, radio, etc.) and

Similar Documents

Free Essay

Defense Mechanisms

...being a murderer and being responsible for the death of his family. At the end, Andrew became mentally ill himself for refusing to accept reality. This is the story of the Movie “Shutter Island” which is an example for what is called “Defense Mechanisms” and how they have a huge effect on our lives. Due to the fact that everyday people are faced with problems, stress, conflict and emotional pain, the mind needs to be protected against these painful feelings. As a result, “Defense Mechanisms” play an important role during these times in order to protect the mind from Stress and Anxiety by “unconsciously” denying reality and refusing it. Although Defense Mechanisms have positive side that they protect the individual against painful thoughts and experiences but using them without awareness can be destructive. “Defense Mechanisms” were researched by Sigmund Freud who’s an Austrian neurologist who became well known as “Father of Psychoanalysis”. Freud defined “Defense Mechanisms” as people’s unconscious behavior to cope with distress and anxiety; in other words they are ways that people use “unconsciously” to escape from painful experiences which they do not want to deal with or think about. Freud identified some types of “Defense Mechanisms” that can be used by a person while trying to defend himself against...

Words: 2819 - Pages: 12

Free Essay

Defensive Mechanism

...Defense Mechanisms Primitive Defense Mechanisms 1. Denial * Someone told you that your loved one died but, you refused to believe it, you still keep her clothes clean and wait for her to come home. * A friend told you that she saw your boyfriend with another girl in the cinema, and you refuse to believe it, you make yourself believe that maybe it was just his friend, sister, or cousin. * You’re friends told you to join a singing contest but, you refused, because you think you will never succeed, and there are better singers than you that will also join. 2. Acting Out * Your girlfriend broke up with you and you got mad that you punched the mirror and somehow it made you feel better. * Someone says or does something that makes you feel offended in some way. You lash out at them with loud verbal taunts or you attack them physically * You ask your parents or guardians to do something. They say no. You do that “fake crying” that often results in your parents giving in to your request. 3. Projection * You have a strong dislike for someone; you might instead believe that he or she does not like you. * Your group presentation failed because you didn’t bring some materials that are needed but, you blamed another person. * John was caught by her wife having an affair but, he blames his wife because she doesn’t have time for him anyway. Less Primitive Defense Mechanism 1. Repression * A child who is abused by a parent later has no recollection...

Words: 350 - Pages: 2

Premium Essay

Defense Mechanisms

...Repression occurs when a person unconsciously holds back unwanted or stressful emotions to protect themselves from reliving or acknowledging an experience. A subject can repress certain thoughts in whole or partially depending on the extent of the trauma. While attending this class I have realized that since my early teens, I have been repressing emotions that stem from sexual abuse by a person who was both a family friend and our church pastor. This realization was brought to the forefront because my wife and children enjoy attending church services and participating in church related activities, while I will make up excuses to not attend. My lack of attendance at church is a frequent subject in our household and the cause of more than a few heated discussions. The thought of going to a church service makes me uneasy and I do it only after much prodding from my wife, but even then I only go for a couple of weeks before I start making excuses again. It was after one of these discussions that I decided to use the things I had read and try to understand why I don’t like going to church. That’s when I recognized the correlation between the abuse and my lack of interest in church. Now that I recognize my apprehension toward going to church services is because I’m trying to avoid the emotions from the abuse I am going to re-evaluate my views on attending church services. Who knows, maybe I’ll like going and that will make my wife happy and relieve some stress between us. I’m not...

Words: 1326 - Pages: 6

Premium Essay

Defense Mechanisms

...Primitive Defense Mechanisms 1. Denial * Someone told you that your loved one died but, you refused to believe it, you still keep her clothes clean and wait for her to come home. * A friend told you that she saw your boyfriend with another girl in the cinema, and you refuse to believe it, you make yourself believe that maybe it was just his friend, sister, or cousin. * You’re friends told you to join a singing contest but, you refused, because you think you will never succeed, and there are better singers than you that will also join. 2. Acting Out * Your girlfriend broke up with you and you got mad that you punched the mirror and somehow it made you feel better. * Someone says or does something that makes you feel offended in some way. You lash out at them with loud verbal taunts or you attack them physically * You ask your parents or guardians to do something. They say no. You do that “fake crying” that often results in your parents giving in to your request. 3. Projection * You have a strong dislike for someone; you might instead believe that he or she does not like you. * Your group presentation failed because you didn’t bring some materials that are needed but, you blamed another person. * John was caught by her wife having an affair but, he blames his wife because she doesn’t have time for him anyway. Less Primitive Defense Mechanism 1. Repression * A child who is abused by a parent later has no recollection of the events...

Words: 683 - Pages: 3

Premium Essay

Mature Defense Mechanisms

...Mature defense mechanisms are defined by a healthy and conscious relationship with reality. Uncomfortable feelings and thoughts are deliberately transformed into less threatening forms rather than being pushed aside. People decide and choose to cope using mature defense mechanisms; they don't just occur spontaneously. One form of a mature defense mechanism is suppression, which is a conscious form of repression. You choose to not engage or talk about upset feelings or thoughts. You are aware of them and not intimidated by them overly, but just decide to put off dealing with them for a while. You acknowledge the impulses, and we accept their presence and the fact that they might emerge again, to be reconciled or suppressed then. For example: "I'm mad at my mom, but it won't help to tell her that at this family party. I'll save this revelation for a time when we can speak about it privately". Another form is sublimation; Uncomfortable feelings and thoughts are transformed when a person chooses to take the energy behind these feelings and thoughts and put it towards a different, constructive purpose. For example: "I'm mad at my father, but instead of yelling at him (which won't help things), I’m going to do homework." Sublimation can also be done with humor or fantasy. Humor, when used as a defense mechanism, is the channeling of unacceptable impulses or thoughts into a light-hearted story or joke. Humor reduces the intensity of a situation, and places a cushion of laughter between...

Words: 556 - Pages: 3

Free Essay

Five Defense Mechanisms Examples

...Events related to Defense Mechanism Denial: when my grandfather passed away, I was told about it while I was still in university and after hearing it I went back to the lounge and laughed with my friends as if nothing happened. Projection: I’ve been wanting to eat healthy and stop eating junk food but I still do eat junk food and every time I see my brother having junk food I lecture him about how unhealthy and bad it, same thing happens when he asks for it. Repression: once my parents were having a fight and I just put my head phones on and started watching a movie as if nothing was happening and to this day I remember doing it but not to the extent that my sister remembers it. She says that my parents almost had a divorce but I remember it as a normal fight. Regression: when my younger brother was born. I started wanting to drink from the bottle again and sleep next to my parents. Reaction Formation: In school a lot of my classmates were super religious and had a strong opinion on praying like a person should force themselves to pray so they can be good Muslims but I don’t agree with that, I do miss prayers because I feel like a person should want to pray and it’s more than just getting the “job” done but I never said anything and would agree with them. Displacement: once before a wedding I didn’t like the way I did my hair and when my sister came to help me with my makeup I started screaming at her and telling her she’s doing things wrongly and it was because of her...

Words: 294 - Pages: 2

Premium Essay

Defense Mechanisms At Lunch: A Psychological Analysis

...Defense mechanisms are coping techniques used by the ego to mediate conflict and create balance. When the ego is in conflict and experiences either real or perceived threats the ego seeks to protect against the conflict and employs defense mechanisms. Defense mechanisms function at an unconscious level with “the specific mechanisms that are employed reflect the ego’s evaluation of the perceived danger” (Berzoff, Flanagan, & Hertz, 2016, p. 74). Defense Mechanisms at Lunch When anxiety occurs defenses mechanisms, which are ranked in order of unhealthiest or lower level responses to healthiest or higher level responses, are employed based on the egos reaction to the stressor. Displacement Prior to lunch with friends, Henry receives unfavorable...

Words: 784 - Pages: 4

Free Essay

Mechanism

...Introducción Un AMEF de proceso es una técnica analítica utilizada por el equipo responsable de ingeniería de manufactura como un apoyo para asegurar, hasta donde sea posible, que los modos de falla y sus causas o mecanismos han sido considerados y dirigidos. En su mas rigurosa forma, un AMEF es un sumario de las experiencias del equipo de ingeniería (incluyendo un análisis de las características que pueden fallar, basados en la experiencia y en procesos similares anteriores). Este sistema proporciona y formaliza la disciplina mental que un ingeniero normalmente debe tener en cualquier proceso de planeación de manufactura. El AMEF potencial del proceso: Identifica modos de falla potencial relacionados al producto Evalúa los efectos potenciales de la fallas en los clientes Identifica las causas potenciales de los procesos de manufactura o ensamble e identifica variables del proceso para enfocar los controles para reducir la ocurrencia o la detección de las condiciones de la falla. Desarrolla una lista de modos potenciales de falla, para establecer un sistema preventivo de la acciones correctivas consideradas. Documenta los resultados de los procesos de manufactura o ensamble. Definición de cliente La definición de “CLIENTE” para un AMEF potencial de proceso debe normalmente ser visto como el “USUARIO FINAL”. Sin embargo, el cliente puede ser la siguiente operación. Cuando está completamente implementada, la disciplina del AMEF requiere un AMEF de proceso...

Words: 2993 - Pages: 12

Premium Essay

Case Studies

...When questioned later individually, it is learned that one of the girls had a rough phone call with her mother and found out her father would not be visiting her. Another of the girls had a similar experience, as her parents visited during the week and she did not "get along" with them. Finally, the girl accused of ruining the project was just admitted and angry at her parents for placing her in treatment. One of the behavioral techs redirected the girls to playing sports and painting. The girls seem to calm down and de-escalate. What defense mechanism (s) is the three girls utilizing and why? Explain. Are there any other defense mechanisms at work here? Explain. There are many different defense mechanisms out there so for the purpose of this assignment we will use Freud’s defense mechanisms in an attempt to explain the behavior. In this scenario, the three girls appear to be exhibiting the displacement defense mechanism. In displacement, the individual focuses unwanted feelings, urges, and emotions on someone or something besides the actual cause of said urge (Feist, 2009). In this example, the girls are angry with their parents, but do not want to admit this so they take out their anger on each other instead of feeling anxiety due to the true nature of their anger. The treatment option of the behavioral tech seems to be a form of sublimation because they direct the unwanted urges or...

Words: 1395 - Pages: 6

Free Essay

Movie Guide Life as a House

...and Sam It is to observe a few different defense mechanisms in the relationship between George and Sam, such as: avoidance, distancing, reaction formation. On the scene when George told to Sam about his problem with cancer, Sam shows a mixture between distancing and reaction formation. Distancing is evident because Sam goes to looking for Alyssa, and we can observe the reaction formation the moment that Sam cries with Alyssa, a clear signal that shows his real feelings about George's problem. Those reactions avoid a closer encounter between George and Sam at the first time, but I guess that were important to Sam to take his time in order to clarify his ideas and feelings about the bad news and the future of his relationship with George. 2) Relationship #2: George and Robin George and Robin are divorced, at the beginning of the movie they had a distant relationship this situation change when George and Robin work together restoring the house. There are different deffense mechanisms in their relationship, such as: avoidance, sarcasm, formula communication. On the scene when George arrives to Robin's house looking for to Sam, the first conversation between George and Robin can be classified as a formula communication because they avoid a deep dialogue about Sam, and at the end of the whole scene when both are with Sam we can see a little sarcasm when Robin says that take to Sam such a good father. The deffense mechanisms present on the scene related, make the communication...

Words: 468 - Pages: 2

Premium Essay

Psychoanalytical Approach

...There are 3 parts to a person’s personality: the id, ego and superego. The super ego is the moderator of the id and handles the conscious. If the super ego is inadequate, then it can lead to delinquent behaviour and crime. A weak superego can lead to a lack of inhibitions while a deviant superego (identifying with a deviant model) can lead to a lack of understanding of what is right and wrong. A harsh superego can lead to a child seeking out opportunities to be punished which can include crime and delinquent behaviour. The psychoanalytical approach also says that defence mechanism can lead a person to commit crimes, for example: Denial can make a person so ignore the acts they are committing or neglect to accept the severity of them. Displacement is when a person takes their anger and frustration out on something or someone else than the person/thing that is making them feel like that which can mean attacking a stranger on the street. This theory also says that maternal deprivation can be linked to criminal behaviour as a lack of maternal affection can cause affectionless psychopathy which investigated in a study by Bowlby. He tested 44 juvenile delinquents for affectionless psychopathy. He found 14 cases of it within the delinquents, he then asked the families of said juveniles to see if there was a separation from the mother for an extended period of time. Out of the 14, 12 had spent long periods of time apart from the mother. This suggests that maternal deprivation can be the...

Words: 492 - Pages: 2

Premium Essay

Control Mechanism

...Control mechanisms are regularly used with successful organizations to maintain and adjust processes and practices. Wal-Mart is a company that applies control mechanisms to its business functions to remain a global leader in the industry. The four types of control mechanisms that Wal-Mart puts into action are market control, clan control, audit control, and performance standards. Market Control is “the ability of buyers or sellers to exert influence over the price or quantity of a good, service, or commodity exchanged in a market”. (Encarta.com). the next mechanism used is Clan control it “relies on values, beliefs, corporate culture, shared norms, and informal relationships to regulate employee behaviors and facilitate the reaching of organizational goals” (strategic business.com). Audit control is the process of self examination as it relates to accounts and products. Lastly, Performance standards are an organizational approved set of requirements, goals and expectations that employees must meet. These four mechanisms are paramount in today’s business world for effectively and efficiently doing business to meet organizational goals. Wal-Mart has a responsibility to its employees, vendors and the customers to make changes where needed. The economy has influenced the frequency of the changes and requires constant monitoring. The application of these four mechanisms is why Wal-Mart remains a leader in the retail industry. Compare and Contrast Control Mechanisms ...

Words: 2219 - Pages: 9

Premium Essay

Control Mechanism

...Control Mechanisms of Boeing Boeing’s internal controls ensure that the executive leadership and personnel reasonably achieve specified business objectives within tolerable business risk limits. Boeing’s control environment consists of interrelated components, including governance by a functioning of the board of directors (BOD), management’s philosophy and operating styles, assignment of authority, and integrity and ethics values. Boeing’s internal control environment is a reflection of the organizations consciousness, philosophies, and behaviors that emanate throughout the organization from the top down. Continual review, evaluation, and amendments of existing internal controls ensure Boeing’s business goals are met that will ensure a successful future (Corporate Governance Principles, 2013). Effectiveness of Boeing’s Control Mechanisms “The global economy is becoming more integrated than ever before” (International Management, 2011, p. 200). Therefore, Boeing’s control mechanisms enabled them to establish a remarkably diverse team of business partners, employees, and community relations. Boeing’s commitment of providing a welcoming, respectful, and engaging work environment with the possibilities of growth for employees has motivated productivity and innovation. Boeing is creatively building character and discipline in tomorrow’s future by securing values in today’s culture. Reactions to Boeing’s Control Mechanisms Boeing strives to be an industry leader...

Words: 415 - Pages: 2

Free Essay

Trust Mechanisms

...Trust In Semantic Web Muhammad Arslan Shafiq (081212) Department of Computer Science SZABIST Islamabad, Pakistan _______________________________________________ _______________________________________________ Abstract—Trust management is important in semantic web in order to achieve the goals of semantic web vision. In this paper two approaches of implementing trust have been discussed. One approach is strong and secure i.e. Policy based systems, the other approach is more of a social approach which takes feedback from the users in order to build and maintain trust. Also discussed in this paper are pros and cons of both the techniques. Keywords-component; semantic web;Trust; Policy Based Systen; Reputation Based Sytems Introduction The idea behind semantic web seems great and offers a lot but why one should trust in semantic web. Who would trust such a system where anyone can say anything. We say that it is going to be a smart web, it will be intelligent and it will know the semantics. It will know what we are looking for. But what happens when a person says that x is yellow and another person says x is not yellow. Would semantic web fall apart? The idea behind SW is its authenticity of information which isn’t available in today’s web. Information comes from different sources which could be wrong or write and for a specific situation. So how are we going to determine which is reliable and whom should we believe? To tackle these...

Words: 3887 - Pages: 16

Free Essay

Control Mechanisms

...Control Mechanisms: Use and Reaction at Chipotle Mexican Grill Control Mechanisms: Use and Reaction at Chipotle Mexican Grill Control is essential for any company to ensure their business plan is being executed efficiently to achieve its corporate goals. Part of the organization's planning includes which control mechanism best suits the business' core competency. This paper will study how Chipotle Mexican Grill utilizes Control Mechanisms and the reactions from employees and customers and to what degree Chipotle can monitor and control execution of its business plan, will determine the long-term viability of the company’s very existence. Leadership Vision Steve Ells, chef and founder of Chipotle is an inspired leader with a strong desire only to serve delicious and healthy ‘Food with Integrity.’ Integrity in the Chipotle vernacular means a strong commitment to small farmers by serving only naturally raised animals and organically grown vegetables. Culture Chipotle believes their crew members are just as important as their food for sustained success. Crew...

Words: 1358 - Pages: 6