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An IMC for Lay’s STAX

Learning Objectives.  To have students: 

(1) suggest elements of an integrated marketing communications (IMC) program and 

(2) describe how these elements can generate revenues for an innovative consumer packaged goods product—Frito-Lay STAX potato crisps.

Nature of the Activity.  Have students identify integrated marketing communications (IMC) program actions and potential results that Frito-Lay might take to reach prospective buyers of its STAX potato crisps.

Marketing Lesson.  An effective IMC program needs to target both retailers and consumers with very specific (1) IMC actions and

 (2) expectations of what the actions will achieve for each of the five promotional activities—advertising, personal selling, public relations, sales promotions, and direct marketing

In the past, organizations designed their advertising program without consulting departments or agencies that had responsibility for sales promotion or public relations.  The result was an overall communication effort that was uncoordinated and, in some cases, inconsistent.  Today, savvy marketers like Frito-Lay use an integrated marketing communications (IMC) program to coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all target audiences.

In August 2003, Frito-Lay launched its Lay’s STAX potato crisps, which are stacked in a portable, resealable, crush-resistant container.  Initially, there were four flavors.  

But by early 2010, there were six flavors sold in the U.S.  At the time of the new-product launch, Lay’s had $800 million in sales within the $2.7 billion U.S. potato chip market.  But, it had no product to compete directly with Proctor & Gambles’ Pringles, which had a 60 percent share of the ‘pre-formed, stacked, potato-chip-in-a-can market segment.

A truly complete IMC program will include communications that are targeted at both distributors (jobbers) and retailers in the channel of distribution as well as those targeted at ultimate consumers.  In fact, Frito-Lay developed a major IMC effort directed at its retailers to encourage and support them in their decision to stock and sell the new line of Frito-Lay’s STAX potato crisps.

Funny Stax commercial: https://www.youtube.com/watch?v=8zJyhz16NXM

Deliverables for Assignment

Part I. Identify ‘IMC Actions’—the middle column in the handout—for an IMC program for the Frito-Lay STAX potato crisps using the Frito-Lay’s STAX IMC Program Handout as a guide.  As the handout shows:

• The target audience is the U.S. young adult premium snack consumer.
• The promotional objectives are to (1) generate awareness and (2) achieve sales of the Frito-Lay’s STAX potato crisps by reaching both retailers (grocery, mass merchandiser, and convenience stores) and ultimate consumers.

Part II. For each of the five actions of the IMC program you identify, explain ‘How the Action Produces Sales’ for Frito-Lay—the right-hand column in the handout.

Reflection and Discussion Forum Week 2

Reflect on the assigned readings for the week. Identify what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding.

Also, provide a graduate-level response to each of the following questions:

1. Global corporate citizenship is more than espoused values; it requires action. Discuss some of the ways forward-thinking companies are changing to improve their ability to act as responsible citizens.
2. Explain global wealth and power inequalities. What are the special challenges of serving the “bottom of the pyramid” sector?  
3. Discuss the benefits and costs of globalization. Provide examples of how globalization has helped or harmed individual nations and the world economy.

[Your post should be based upon the assigned reading for the week, so the textbook should be a source listed in your reference section and cited within the body of the text. Other sources are not required but feel free to use them if they aid in your discussion].

[Your post should be at least 500 words and in APA format (including Times New Roman with font size 12 and double spaced). Post the actual body of your paper in the discussion thread then attach a Word version of the paper for APA review]

Your post must be substantive and demonstrate insight gained from the course material. 

Assigned Readings:

Chapter 3: Corporate Social Responsibility and Citizenship 

Learning Objectives:

1. Understanding the role of big business and the responsible use of corporate power in a democratic society.
2. Knowing when the idea of social responsibility originated and investigating how a company’s purpose or mission can integrate social objectives with economic and legal objectives.
3. Examining the key arguments in support of and concerns about corporate social responsibility.
4. Defining global corporate citizenship and recognizing the rapidly evolving management practices to support global citizenship.
5. Examining businesses with an explicitly social mission, such as social ventures and B corporations.
6. Distinguishing among the sequential stages of global corporate citizenship.
7. Understanding how businesses assess and report their social performance.

Chapter 4: Business in a Globalized World

Learning Objectives:

1. Defining globalization and classifying the major ways in which companies enter the global marketplace.
2. Identifying the international financial and trade institutions that have shaped the globalization process in recent decades.
3. Analyzing the benefits and costs of the globalization of business.
4. Identifying the major types of political and economic systems in which companies operate across the world.
5. Understanding global inequalities of wealth and income and analyzing the special challenges of serving those at the “bottom of the pyramid.”
6. Assessing how businesses can work collaboratively with governments and the civil sector to address global social issues?

1) Minimum 5 full pages (No words)

2)¨******APA norms (Mandatory)

            All paragraphs must be narrative and cited in the text- each paragraphs

            Bulleted responses are not accepted

            Dont write in the first person 

            Dont copy and pase the questions.

            Answer the question objectively, do not make introductions to your answers, answer it when you start the paragraph

3) It will be verified by Turnitin and SafeAssign

4) Minimum  6 references not older than 5 years

5) ***************Identify your answer with the numbers, according to the question.

Example:

Q 1. Nursing is XXXXX

  a) Accordinto XXXX

Q 2. Health is XXXX

  a)  These are the issues that arise 

_____________________________________________________________

 Dorothy Johnson’s Behavioral System Model 

1) Introduction (1/2 page)

      a) Identification of theorist including a brief background of the theorist (accomplishments, career, accolades, research efforts)

2) Analysis of basic components/concepts and major relationships in the theory (Minimum 2 pages)

      a) Briefly discuss the theory’s core concepts

      b) Use a secondary source that covers the selected nursing theory, you must have a minimum of 3 references from nursing literature (only one from a non-article source like a secondary source/text) to support your discussion in this section.

3)  Relevance (Minimum 2 pages)

        a)  Personal relevance if any of the authors described (connect the theorist to the theory) 

       b) Relevance to healthcare and the client discussed (connect the theory to healthcare today) 

       c) Application to research and/or practice provided (connect the theory to current research/practice) 

       d) Use at least two peer-reviewed/research articles that detail the nursing theory being applied in clinical

      e) Practice/research, and summarize key findings of both articles including results and implications for future practice

4)  Summary (1/ 2 page)

 Include theory strengths and limitation in the summar

Instructions: 

Read the following Discussion question carefully, then submit an original answer.  Your answer should be at least a few sentences to a paragraph in length.  There is no “right” or “wrong” answer, but your opinion should be well-reasoned and based on fact.  (no references needed) this is just an opinion…

Ironically, late nineteenth century cities–the most densely populated communities in the United States–shared many qualities in common with western frontier towns–among the least densely populated.  Why?  What were these qualities?  How did both the industrial city and the western mining or cattle town differ from the typical American rural village or small town?

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English 2332 – Essay Test Two

Read these instructions carefully. You don’t get a second chance at completing this assignment.

Choose ONE of the questions below for your essay response. Develop a well-organized essay of at least 2-3 typed, double-spaced pages, using MLA formatting and documentation style. **You must supply direct quotes from the literature (course readings) to support your ideas. 

NO USE OF I, ME, WE, YOU – in your writing. This is an analysis, not a personal essay. 

Use the readings, the Dallas College Library Databases, (Literary Reference Center or Academic Search Complete) or Google Scholar for your research. You may use two additional research sources in addition to the reading assignments. List all sources used on a Works Cited page. 

Option #1:

From the literature we read, identify each type of conflict, and give an example from both Gawain and the Green Knight and The Canterbury Tales. Compare and contrast the types of conflict. Which type of conflict do you think is the most effective? Why?

Option #2:

Compare and contrast the use of humor in the two works: Gawain and the Green Knight and The Canterbury Tales.  How does the use of humor help to support the central theme of each? Does one author make better use of humor? Be sure to clearly state the central theme of each work and then discuss the role humor plays in supporting these themes. 

Option #3: 

Compare and contrast the use of violence in the two works: Gawain and the Green Knight and The Canterbury Tales. In what way does the use of violence further a central theme of each work. Does one author make better use of violence? Be sure to clearly state the central themes of each work and then discuss the role violence plays in supporting those themes. 

Option #4:

Compare and contrast the morality being promoted in the two works: Gawain and the Green Knight and The Canterbury Tales.  What are the two or three values being promoted in each work. Are the same values being promoted in both or are different values being promoted? How is the presentation of these values similar or different? Which author is more successful in promoting specific values? 

Note: Although this is an exam, it’s still an essay, and as such, you may use the OWL or visit the Academic Skills Center for tutorial support. Be sure to follow directions for in-person tutorial support. Dr. Forbess

*****PLEASE USE THE ATTACHED TEMPLET*****

*****PLEASE SEE THE ATTACHED RESOURCE*****

Write:

In this assignment, complete the Parent Education Final Project Template-ATTACHED with the following information written in paragraph format:

• Introduction
  • Describe yourself as a professional, the professional field for which this parenting project is designed.
  • Describe the purpose of the project.
• Parenting Changes
  • Discuss how parenting is changing referring to your work in the Week 1 How Parenting Has Changed discussion forum-ATTACHED.
  • Describe the benefits of parent education using your annotated summary from your Week 1 Writing an Annotation assignment-ATTACHED.
  • At least one in-text citation is required in this section.
• Parenting Styles PERMISSIVE, AUTHORITATIVE, AUTHORITARIAN, NEGLECTFUL
  • Define each of the four styles of parenting.
  • Highlight two to three characteristics for each parenting style.
  • At least one in in-text citation required in this section.
• Impact of Parenting on Child Outcomes
  • Summarize how parenting styles can impact child and adolescent outcomes using research from your Week 2 Annotated Bibliography assignment-ATTACHED.
  • At least one in in-text citation required in this section.
• Temperament
  • Describe temperament.
  • Describe why temperament is important to the parent-child relationship.
  • At least one in in-text citation required in this section.
• Goodness of Fit
  • Describe goodness of fit.
  • Provide an example of what goodness of fit looks like in action.
• Diverse Families
  • Describe two common issues among diverse family structures referring to the Week 3 Group Research Forum: Diverse Family Structures discussion forum-ATTACHED.
  • At least one in in-text citation required in this section.
• Family Support
  • Propose two resources to share that you think would be especially helpful for diverse families in overcoming the issues they face.
• Positive Parenting
  • Describe the concept of positive parenting from the Week 5 Positive Parenting discussion forum.
  • At least one in in-text citation required in this section.
• Strategies
  • Describe two positive parenting strategies from the Week 5 Positive Parenting discussion forum.
  • Describe how parents can use the two identified strategies in their daily lives.
• Communication
  • Describe one negative form of communication that parents want to avoid.
  • Describe one effective communication strategies parents can use instead.
  • At least one in in-text citation required in this section.
• Add or change graphics to highlight parent education content, as needed.

The Parent Education Final Project