Diversity Training Needs Assessment - 1822 Words

Completing a Needs Assessment for Diversity Training In the 1980s, diversity training mainly consisted of training people to be aware of differences in gender and race in the workplace, and by the 1990s, diversity training was at the forefront of innovative training for business managers, addressing such issues as age, sexual orientation, ethnic background, and religion (Koonce, 2001, para 45). According to Dr. Elaine K. Miller of the College of Business at Colorado State University, there is a driving force behind the push to embrace diversity in a business organization: The changing US demographics, increasing globalization of business and pursuit of effective competition make it imperative for companies to implement programs for†¦show more content†¦One indicator is the diversity of the workforce within that particular organization, which can be complicated when skilled managers are brought in from outside to manage an organization with employees that may have a different culture. Corporate and independent diversity trainers say that the need for diversity programs is escalating. As companies expand their operations overseas and into new markets, theres a need to tap resident employee and leadership talent in those markets. Global sourcing of leaders is poised to become the next big leadership development trendÂ… (Koonce, 2001, para 15). Another reason that diversity training may be needed in an organization is when there are obvious gaps in understanding between different people, caused by a variety of factors such as gender, age, race, ethnicity, or any other discriminating factor. For example, are there cliques that have formed in the franchise along gender, age, racial or ethnic lines? Or is there simply no diversity in the organization, and are you trying to attract more diverse employees? All of these situations are examples of organizations in which diversity training can be of great help to managers and employees alike. Key Players in Diversity Training There are many possible key players in diversity training. In the case of a McDonalds franchise, the franchise owner probably has the largest stake in success of that organization. Therefore, it would be important for the franchise owner toShow MoreRelatedBusiness Economic1655 Words   |  7 PagesAssignment: Learner information OCR Level 3 Health and Social Care Unit 2: Equality, Diversity and Rights in Health and Social Care Assessor: Important Dates | |Assessment Criteria |Issue Date |Formative Assessment |Summative Assessment | |Task 1 |P1, M1 and D1 | | | | Read MoreThe Importance of Managing Diversity906 Words   |  4 PagesDiversity Managing Diversity â€Å"Diversity can be considered and dimension that differentiates a person from another† (Noe, p 432). Diversity brings considerable benefits. Decision making and improved problem solving are great examples of what diversity can help with. Diversity also brings greater creativity and innovation, which leads to better product development; and more successful marketing to different types of customers. Diversity provides organizations with the ability to competeRead MoreUnit 21672 Words   |  7 PagesAssignment: Learner information OCR Level 3 Health and Social Care Unit 2: Equality, Diversity and Rights in Health and Social Care Assessor: Important Dates | |Assessment Criteria |Issue Date |Formative Assessment |Summative Assessment | |Task 1 |P1, M1 and D1 | | | | Read MoreOrganizational Behaviour the Pros and Cons.1634 Words   |  7 PagesElements of successful organizational diversity Management. Why is organizational diversity important? Historically, diversity in the workplace has been recognized as an employment equity issue. Now, however, diversity in the workplace is being recognized as a benefit that will contribute to an organizations bottom line. Increased employee and customer satisfaction end up as increased productivity, all of which are measurable outcomes (Goff, 1998). Diversity goes beyond employment equity toRead MoreCross Cultural Leadership And Diversity975 Words   |  4 PagesA511.8.4.CM - Leadership Concept Map Chapters 14 Cross-cultural Leadership and Diversity Globalization and changing demographic patterns are making it more important for leaders to understand how to influence and manage people with different values, beliefs, and expectations. There has been more leadership research on cross†cultural aspects and gender differences than on other types of diversity (Ospina Foldy, 2009). Importance of Cross-cultural Research Leaders must also be able to understandRead MoreDiscrimination and Young People706 Words   |  3 Pages2010 Title Promote equality, diversity and inclusion in work with children and young people 3 2 Assessment criteria The learner can: 1.1 Identify the current legislation and codes of practice relevant to the promotion of equality and valuing of diversity 1.2 Explain the importance of promoting the rights of all children and young people to participation and equality of access 1.3 Explain the importance and benefits of valuing and promoting cultural diversity in work with children and young peopleRead MoreGallery Place Plaza And Maritime Plaza1259 Words   |  6 PagesCenters were created to encourage and support not only local hiring, but also to serve as a resource for hundreds of construction contractors, subcontractors, service contractors and supplier to market their hiring needs as well as have space to provide resources, conduct interviews, assessments, and hiring events. The main Job Center at Blue Plains was also created with the intent of serving as a compliance hub from which LSCâ₠¬â„¢s team of Compliance Officers monitor and manage not only employment complianceRead MoreCultural Influences On The Health Care Delivery System1482 Words   |  6 Pages(Riegelman, Kirkwood, 2015). These diversities influence patient interactions in the health care delivery system. Consequently, cultural influences have led to various disparities in healthcare. A culturally competent healthcare organization is one that recognizes the influences of culture and the subsequent disparities created. These organizations have focused efforts which tailor their delivery of care in order to meet the cultural, social, and linguistic needs of their patients (Purnell et alRead MoreThe Cultural Diversity Self Assessment811 Words   |  4 Pagesof excellence, improvements can be made by continued education and awareness. Awareness of areas I need growth in builds on my existing knowledge and skills. In this paper, I will identify areas of weaknesses and strengths in my cultural competency skills as well as strategies that will improve my transcultural nursing care. I have identified these areas using the Cultural Diversity Self-Assessment. Achieving a total score of 104, this tool has allowed me to target my weaknesses and create a planRead MoreEmployee Development Process For Loving Shepherd Early Learning Center1195 Words   |  5 Pagesright pe rson for the job is only the first step in ensuring that the person you have hired will be successful in your organization. Providing orientation, training and development, and a job performance appraisal is imperative in making sure that your employees know what to do, how to do it, and are given every chance to be effective. This assessment will provide a summary of the employee development process for Loving Shepherd Early Learning Center (LSELC), a ministry of Golden Valley Lutheran Church

organizational behavior Essay - 2624 Words

I.nbsp;nbsp;nbsp;nbsp;nbsp;The Meaning of Money in the Workplace A.nbsp;nbsp;nbsp;nbsp;nbsp;Money and Employee Needs 1.nbsp;nbsp;nbsp;nbsp;nbsp;Money is an important factor in satisfying individual needs. 2.nbsp;nbsp;nbsp;nbsp;nbsp;Money is a symbol of status, which relates to the innate drive to acquire. 3.nbsp;nbsp;nbsp;nbsp;nbsp;Financial gain symbolizes personal accomplishments and relates to growth needs. 4.nbsp;nbsp;nbsp;nbsp;nbsp;People value money as a source of feedback and a representation of goal achievement. 5.nbsp;nbsp;nbsp;nbsp;nbsp;Compensation is one of the top three factors attracting individuals to work for an organization. B.nbsp;nbsp;nbsp;nbsp;nbsp;Money Attitudes and Values†¦show more content†¦2.nbsp;nbsp;nbsp;nbsp;nbsp;Also called â€Å"pay for pulse.† 3.nbsp;nbsp;nbsp;nbsp;nbsp;Employees receive either the same wages and benefits, or these financial rewards increase with years of service. 4.nbsp;nbsp;nbsp;nbsp;nbsp;Attract job applicants with security needs, reduce stress, and sometimes improve loyalty. 5.nbsp;nbsp;nbsp;nbsp;nbsp;They do not directly motivate job performance. 6.nbsp;nbsp;nbsp;nbsp;nbsp;They discourage poor performers from seeking out work better suited to their abilities. 7.nbsp;nbsp;nbsp;nbsp;nbsp;Some of these rewards undermine job performance by creating continuance commitment. B.nbsp;nbsp;nbsp;nbsp;nbsp;Job Status-Based Rewards 1.nbsp;nbsp;nbsp;nbsp;nbsp;Job evaluation is commonly used to rate the worth or status of each job, with higher pay rates going to jobs that require more skill and effort, have more responsibility, and have more difficult working conditions. 2.nbsp;nbsp;nbsp;nbsp;nbsp;Organizations that don’t rely on job evaluation indirectly reward job status based on surveys estimating what other companies pay for specific jobs. 3.nbsp;nbsp;nbsp;nbsp;nbsp;Job status-based pay motivates employees to compete for promotions and tries to make pay levels fair across different jobs (called internal equity). 4.nbsp;nbsp;nbsp;nbsp;nbsp;One concern is that rewarding people for the worth of their jobs is inconsistent with theShow MoreRelatedOrganizational Citizenship Behavior4841 Words   |  20 PagesTable of contents: Page # 1. Literature Review 1 1.1. What are Organizational Citizenship Behaviors (OCBs) 1 1.2. OCB and its link with Organization 3 1.3. 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Bonnie CJA444 June 5, 2014 Eddie Gordon Organizational Behavior Organizational behavior is the study of how employee’s behavior interacts within an agency’s work environment. It includes many subjects which include sociology, communication, psychology, and management. Its primary purpose is to review and report in the ever expanding study in criminal justice organizational behavior areas in the workforce. This discussion focuses on the forces of change andRead MoreEssay Organizational Behavior1057 Words   |  5 PagesOrganizational Behavior Organizational behavior: Organizational behavior refers to the attitudes and behavior of the individuals in the organization. Organizational behavior is a inter-disciplinary field of study that draws from many of the behavioral sciences. 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There is many different definitions of organizational behavior, but they are all relatively the same in all cases. â€Å"Organizational behavior studies organizations from multiple viewpoints, including behavior within the organization and in relation to other organizations (Boundless.com).† This is not just the study o n one organization, but the study withinRead MoreOrganizational Behavior : Organization Behavior2093 Words   |  9 PagesIntroduction Organization behavior is the study and application of information regarding how an individual or group of people within an organization behaves. According to John Schermerhorn author of the book Organizational Behavior Twelfth Edition, organizational behavior is the key characteristic used to maintain and enhance interaction levels amongst employees within a company (Schermerhorn, 2011). There are additional characteristics such as leadership, openness to confer in relation to issuesRead MoreOrganizational Behavior And Organizational Behaviour1644 Words   |  7 PagesThe above drawn figure shows about organisational behaviour. It highlights the bonding among human behaviour in organizational settings, the individual - organization interface, the organization, the environment surrounding the organization. In an organization each and every individual brings its own experience, managerial and effective skills. Classical Organizational theory:- Popovich (2010) said that in this theory, the concentration mainly goes in how an organization can be structured inRead MoreOrganizational behavior1577 Words   |  7 PagesOrganizational Behavior: An Analysis of Helm Fire and Rescue Company Introduction Organizational Behavior is referred to as the study of individuals and their relative behavior subject to the existing organizational environment. The concept applies in a diverse workplace setting in different ways and had diverse impacts to the organization. Organizational behavior field includes communication, sociology, psychology, and management. The concept is subject to both internal and external factors affectingRead MoreOrganizational Behavior5621 Words   |  23 PagesChapter 1 - The Field of Organizational Behavior Multiple Choice Questions 1. Pharmacia is an example of a company that: a. experienced culture clashes as a result of a merger. b. ignored technological advances to its harm. c. is a great employer in terms of human resources, but an unprofitable company. d. focused on balance sheets rather than human resources. Answer a Page 2 2. _____ is a structured social system consisting of groups and individuals working together toRead MoreOrganizational Behavior And Organisational Behavior2512 Words   |  11 PagesNowadays with the new millennium speeding towards us and competitive advantage more rapidly than ever, organisational behavior is one of the most direct relevance study for deeper understanding of management context. Indeed, it’s about how people organised and managed at work, which contains the study of leadership, motivation and organisational design to examine human behaviour in relation to various psychological, social and political conditions. The purpose of study this subject from regulatory

Global Marketing and Advertising Understanding Cultural Paradoxes

Question: Discuss about the Global Marketing and Advertising : Understanding Cultural Paradoxes. Answer: Introduction Walmart is a global retail corporation founded by Sam Walton in the United States in 1962. The company is a retailing behemoth having over 10,000 stores of different sizes spread all across the globe. It operates under different names like ASDA in UK and Best price in India. It sells goods manufactured by major companies as well as its own flagship products and brands. It sells everything from daily needs items like grocery, soaps, toiletries , clothes , footwear and also a whole range of electronic goods like TV, washing machines etc. In this report we are going to discuss its marketing plan for one of its newly launched furniture product, the LYNK double bunk beds for kids (Freng et al.2011). It is a novel product that is expected to be received well by the customers due to its appeal and utilities like saving space and serving as a source of entertainment for the kids. The product is going to be sold both in brick and mortar retail stores as well as online. Business situational analysis The external market environment for this product would be analysed with the help of the PESTEL tool as follows Political The proposed bunk bed would be made of moulded plastic and the government of UK is giving incentives to those furniture makers who use alternatives other than wood (Kumarand Rajan 2012.). The UK government is giving incentives to the retail industry as the consumer sentiments are high after a period of successive recessions in the last 6-7 years. It hopes that activities of the retail industry would be the first to revive the economy as disposable incomes of families have started to rise and it also generates employment Also the government of UK is sponsoring a skilling and development program and hence talented designers and carpenters would be available for expansion of the market (Morgan et al.2012). Economic After the Brexit referendum consumer sentiments are up and the UK economy is looking up once again. The Bank of England has announced a rate cut and hence the people of the country would have more disposable income to spend on furniture and home decor products The retailing industry is booming once again in the UK and the nation has added over 100000 new jobs in the past one or two years giving the people additional income to spend on niche products (Ashley et al.2011) Social As housing prices have soared people are buying smaller homes which mean less space for their kids and family members. Hence the prospect of a compact bunked bed for kids is a good and innovative idea in the furniture retail segment People having two or more kids can purchase this product as they would serve as a source of entertainment and play for preschool kids. Technology The product would be made of moulded plastic and hence completely safe for kids. There are no sharp edges and bed as a strong ladder and railings on the side to prevent kids from falling down. New innovation in plastics industry has made it possible for manufacturing this product at much less price than its wooden counterpart. Hence this product would be affordable by many households (Hollensen 2015). There is enough facility in the UK for the manufacture of this product and the company has set up a new furniture division to compete with other brands like IKEA. Environmental Though this product is made of moulded plastic and is non bio degradable it saves wood of trees and hence considered environment friendly. The government of UK is giving incentives to the furniture companies who adopt green technology and building materials. Legal Different health and safety concerns of the plastics raw material and processing has been adopted by the company to ensure that its complies with rules and regulations of UK The product has been tested for its strength and achieved the quality and safety standards of UK (Huang and Sarigll 2014) The micro environment would be now studied with the help of Porters five forces. Bargaining power of suppliers The company is planning to source the plastic material from local suppliers and since there are many such suppliers their bargaining power would be low The moulded plastic proposed for the product is readily available in the UK market and hence there would be no pressure from the supply side (Gordon 2012). Bargaining power of buyers The product is a new one as far as the material and technology is concerned. Most furniture makers who have similar products use wood which increases the cost and makes it heavy to move about. Hence in this regard the product has its own distinct advantages As the product is not made of wood, its price would be low and hence easily affordable by many customers. Thus the bargaining power of the customers is low Threat of substitutes Till now the product has no substitute in the market as most of the bunked beds of other furniture makers are made of wood and are more costly (Raj et al.2013). The design of the product has been patented by Walmart and hence existing companies cannot manufacture the same kind of product with the same material. As far as the quality and make of the product is concerned it has no other alternatives. Threat of new entrants The design and material of the product is such that new entrants couldnt easily replicate its technology and design. Its a two storey bunked bed for kids along with an attached study table. Great source of entertainment and comfort for kids. Saves a lot of space as it can be dismantled by just unlocking the plastic screws with a key (Leonidou et al.2013). The product would be sold both in online and offline mode for ease and convenience of shoppers. As the product is new it would be available for display and sale in the retail outlets of Walmart so that the customers can have a close look at the product before they decide to purchase it. Since the product is not made of wood its price is going to be much lower and hence easily affordable by the common middle class households. The product is also be priced such that customers would not think twice before making the decision to buy (Brei et al.2011) The company is planning to introduce the product in the year ending festive season of 2017 and would also give mattresses and bed linen free for a limited period of time The product would be up for display in the kids section of all major Walmart stores in UK. Product decisions Branding: The product would sell under the generic brand name of LYNK home furniture product. The concept of the brand would derive from the fairy tale style bunked beds found in childrens story books. The brand would also convey the message Save Trees as it is made of moulded plastic which can be moved about easily from one place to another in the house. The value of the brand lies in its easy portability due to its light weight and also it can be dismantled easily by unlocking the plastic screws at the joints (Rawls and Turnquist 2011). Product description: The product is a two storey bunked bed made of plastic along with an attached metal ladder and a study table. The idea of the study table is to make the children take an interest in school work while playing and sleeping in the Bunked bed. The product is easily collapsible by unlocking the plastic screws and bolts at the joints. The product would be packaged with attractive covers using themes from fairy tales The little Red Riding Hood (De Mooij 2013). The product would be painted in bright colours to be attractive to young children. Also contrary to wooden products which need maintenance like polishing and are also heavy this would be a new and novel idea in the furniture market. Positioning strategy: The product would be positioned on the lines of the fairy tale theme where children would sleep in cosy bunked beds giving them the idea as if they are living in a caravan. The advertisements would highlight the salient features like safety and portability as the key selling points of this product (Rosenbloom 2012). The bed linen that would be given free with the product would have comic characters like Mickey mouse as their print. Targeting market: The product would be targeted at pre school kids and would be designed and coloured appropriately to appeal to the senses of young children. The price would be such that it is affordable by the average middle class household of UK. Thus it can be seen that there is enough justification for marketing this product as it would be a instant hit among customers who have known and seen only wooden bunked beds. The product would use modern plastic technology to make it light and easy to assemble and dissemble. Its feature of portability would be additionally highlighted (Menegaki 2012). Product price The company would adopt a fair price pricing strategy since the product is targeted at middle class customers who usually have 2 or more kids in their household. The product would have to compete with already existing wooden bunked beds which cost higher. As a part of its promotion the company would be giving free mattresses and linen to attract customers and hence its price in the beginning would be higher (De Mooij 2013). The company is hoping to gain in the volume of sales achieved rather than sales value of individual units. However if the other competitors come up with a similar product then it has to alter the pricing strategy according to the needs and demands of the situation. Then the company might change into price skimming strategy to counter the effects of competitors pricing model. Since the product is new and no else has a similar product the company is hoping to get the maximum market share initially. The wooden bunk beds sellers might also try to bring down the price by using cheaper materials like plywood and hence the company has change its pricing strategy accordingly. Since the product is much cheaper than similar wooden products its demand would be more or less inelastic in this particular segment (Keller et al.2011). Hence if the company increases the price slightly due to high costs then there would not be much fall in demand. The prices would have to be adapted for variations in how the market receives the product. Also there could not be single price for different geographies. For example in countries where wooden products are freely available it has to lower the price even further and on the other hand where wood is expensive it can price it higher in its own segment as people would not mind paying a little higher for a good substitute product. Distribution strategy Since the product is envisioned and developed by Walmart right from the scratch it would adopt the zero level channel that is manufacturer to consumer. This is easy since the company itself is a retailer. There is no need for middle men and hence there is no need for other channels. The cost of this channel is least and hence the cost benefit could be passed on to customers in the form of competitive prices (Gertner 2011). Also there is no need for a delivery channel as the product is portable and light and could be easily taken away by the customers. The product would be sold in online channels of its own and also others like Amazon due to their popularity. This distribution strategy is suited as per the features and demand of the product as mentioned before. Integrated marketing communication The marketing communication mix would ideally be placed for customers to take notice of the unique selling points of the products. For this advertisements should be placed in childrens books and also lifestyle and home decor magazines so that both the children and their parents could be aware of the existence of the product. The product should also be placed in the toy section of all major Walmart stores to catch the attention of the public. First the parents could be made aware of the product by first giving free samples to play schools and office crches. In this way the parents would come to know about the utility of the product(Menegaki 2012). They could be made aware of the fact that the product is safe for kids and is also very light and portable unlike the wooden product that has long existed in the furniture market and stores. The product could also be marketed on the lines of electronic word of mouth publicity by giving advertisements on social media pages. Attractive graphic pictures of the product could be advertised in billboards outside nursery and kindergarten schools. Personal selling could also be used for handing down brochures and leaflets outside the gates of nursery schools and day care centres around the city. Personal selling could be used to give free demonstrations in homes of people living in the country. The message strategy used to convey the practicality of the product is to highlight its unique advantages over existing wooden bunk beds. Also to appeal to children the beds should be coloured brightly in multi colour patterns (Solomon 2014.). Also the company should choose women sales representatives for the purpose since they are better at communicating the childrens needs and requirements to their parents. The communication channel needs to be more personal than impersonal since it is a childrens product and the parents need to be convinced gradually about the benefits of the product over its wooden counterpart. Thus word of mouth an d social channels should be used as it would give a personal touch to the entire marketing communication process. Conclusion Thus this report has highlighted various aspects of marketing the Walmarts LYNK range of plastic moulded bunk beds. The ideas and proposals given for the marketing planning are cost effective and suited to the unique features of the product. To have a good product is a distinct advantage to the company as it stands out among a flood of mediocre and dull products in the market (Barrett and Weinstein 2015). Hence what remains is to market the product in an effective manner so that the goals of the company of turning it into a best selling product could be achieved and thus it could be used to place the company as a market leader in this segment. The products of the company sell automatically if it is marketed well and this has been proven to be true with many products of successful companies. References Freng Svendsen, M., Haugland, S.A., Grnhaug, K. and Hammervoll, T., 2011. Marketing strategy and customer involvement in product development.European Journal of Marketing,45(4), pp.513-530. Kumar, V. and Rajan, B., 2012. Social coupons as a marketing strategy: a multifaceted perspective.Journal of the Academy of Marketing Science,40(1), pp.120-136. Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy implementation, export marketing capabilities, and export venture performance.Journal of the Academy of Marketing Science,40(2), pp.271-289. Shankar, V., Carpenter, G.S. and Farley, J. eds., 2012.Handbook of marketing strategy. Edward Elgar Publishing. Ashley, C., Noble, S.M., Donthu, N. and Lemon, K.N., 2011. Why customers won't relate: Obstacles to relationship marketing engagement.Journal of Business Research,64(7), pp.749-756. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Huang, R. and Sarigll, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113-132). Springer New York. Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix.Australasian Marketing Journal (AMJ),20(2), pp.122-126. Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. Greening the marketing mix: do firms do it and does it pay off?.Journal of the Academy of Marketing Science,41(2), pp.151-170. Armelini, G. and Villanueva, J., 2011. Adding social media to the marketing mix.IESE insight,9, pp.29-36. Raj, M.P.M., Sasikumar, J. and Sriram, S., 2013. A Study On Customers Brand Preference in Suvs and Muvs: Effect of Marketing Mix Variables.Researchers World,4(1), p.48. Singh, M., 2012. Marketing mix of 4Ps for competitive advantage.Journal of Business and Management,3(6), pp.40-45. Menegaki, A.N., 2012. A social marketing mix for renewable energy in Europe based on consumer stated preference surveys.Renewable Energy,39(1), pp.30-39. Rosenbloom, B., 2012.Marketing channels. Cengage Learning. Armelini, G. and Villanueva, J., 2011. Adding social media to the marketing mix.IESE insight,9, pp.29-36. Brei, V.A., d'Avila, L., Camargo, L.F. and Engels, J., 2011. The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis.BAR-Brazilian Administration Review,8(3), pp.266-287. Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and business performance. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 144-150). Springer International Publishing. Solomon, M.R., 2014.Consumer behavior: Buying, having, and being(Vol. 10). Engelwood Cliffs, NJ: Prentice Hall. Rawls, C.G. and Turnquist, M.A., 2011. Pre-positioning planning for emergency response with service quality constraints.OR spectrum,33(3), pp.481-498. Gertner, D., 2011. Unfolding and configuring two decades of research and publications on place marketing and place branding.Place Branding and Public Diplomacy,7(2), pp.91-106. Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011.Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India. De Mooij, M., 2013.Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Platinum Communications

Introduction Advertising is a well designed means of non-personal communication that contains crucial information that is highly persuasive in nature, about companies, goods, services and ideas that is paid for by identified sponsors via diverse forms media such as TV, Newspapers and internet.Advertising We will write a custom essay sample on Platinum Communications specifically for you for only $16.05 $11/page Learn More Advertising is a critical part of the society and therefore it is important that when advertises design and come up with advertisements companies should aim to design advertisements that are culturally acceptable and within the ethical and moral guidelines ( Koslow Costley 2010,166). There are a numerous aims of advertising but the main aim is to increase revenue streams, the ultimate aim of any organization is to maximize its profitability hence this can only be realized when the advertising increases its sales if it is a commercial o rganization. Additionally advertising also develops visibility of the product and services among the existing consumers and potential consumers, through increasing the awareness of the customers thereby making it easily possible for consumers to adopt the usage of the product being advertised. Advertising is also paramount to developing the image and reputation of an organization and thus knowing this, copy writers and all those who developing advertisements always aim to arouse positive emotions of their target market ( Dahl, 2004, 12-20). During the advertisements companies can manipulate messages in such a way that is most suitable for their target audience. The platinum communications case is a clear instance for which advertisers can be critically analyzed and conclusions drawn to determine whether there was a breach of ethical or moral standards in their part. Advertisements usually aim to educate, inform, remind and persuade consumers or an audience to do something and thus i f advertisers are not careful in designing and customizing their messages then companies which are directly linked to the advertisements may have their reputations damaged and this could prove injurious to their commercial goals (Reese 2000, 36).Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More Advertising regulatory bodies are institutions which are formed by concerned parties in various advertising industries so that advertisement activities can be easily monitored. Additionally regulatory bodies often are involved in creating a legal and ethical framework upon which participants of the advertising industry can operate within. An advertisement is hence likely to meet its objectives only if it is within the culturally set bounds of the target audience. If an advertisement appears to be somewhat disrespectful to the culture of a particular target market then the outcome of this set of consumers will most likely be hostile (Wang 2005, 66-69). Platinum communications case situation Platinum communications has been forced to withdraw their advertisement and to appear in front of the advertising standards bureau in connection to its telecommunications advertisement which appeared on radio urging motorists to drive safely by using their phones responsibly while driving in order to avoid accidents. The advertisement has been accused to contain a violent manage and unsuitable derogatory language and therefore suitable for public transmission. Instead of the advertisement achieving its goals of encouraging more responsible road usage the company has been accused of creating an advertisement that encourages road rage amongst motorists, and many stakeholders have argued that there are much better ways of advocating for better road usage through the use of hands free devices. Culture and Advertising Messages that are contained in advertisements must be in harmony with the targeted audien ces culturally-bound experiences of this target audience, this is because once and advertisement is aired consumers will engage themselves and will only accept that which is culturally acceptable and treat that which is not culturally acceptable with hostility values and beliefs. Smith (2005, 65-72) uses the term the participatory consumer who is part of the target audience of the advertisement often concentrate and may many a times enter into a rational trance with an aim of critically understanding the main message of the advertisement, this fact enables the consumer to treat advertisement as a dialogue between them and the advertiserAdvertising We will write a custom essay sample on Platinum Communications specifically for you for only $16.05 $11/page Learn More . It is after logically analyzing the advertisement the consumers will therefore decide whether the advertisement is either good or bad for them (Munro 2001, 122-141). Thus the outcome of thi s process of being a participatory consumer will often guide consumer behavior and thus define the attitude and perceptions of these consumers. Knowing this then the language that is used in advertising is subject to alteration and adaptation, depending on the culture of the target audience, target groups being addressed and other relevant considerations. This fact may often force marketers to retract from a mass orientation approach of advertising depending on the situation to a more fragmented approach that is suitable for target marketing. It is therefore vital that advertisers try and build a relationship with consumers because it they fail then it is almost impossible to connect with consumers and it hence becomes impossible to initiate favorable actions from the consumers. The language of Radio advertisement that was used by platinum communication was considered harsh and hostile simply because it contained obscenities to pass across its message. When coming up with language f or advertisements several characteristics are to be incorporated into the message by choosing the most suitable and preferred language by selection of vocabulary that respects the culture of the target market (Smith 2005, 45-59). The language of advertising is the most important factor that contributes to the accomplishment of the ad as it gives the advertisers the will to move to action. The case of platinum communication is therefore a good example of a good message that was delivered using the wrong language thus making it the advertisement itself a flop. Hence the advert had less persuasive power and was forcefully withdrawn from the air. Advertisers must therefore understand the nature of consumer engagement incorporate this into the design of advertisements because advertisement also play a big role in the overall product experience that a consumer actually experiences(Munro 2001, 22-31). With this in mind therefore if an advertisement has a poor language delivery then consume rs are most likely to view the product in an unfavorable manner and may even end up avoiding it.Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More It is therefore justified to conclude that the radio advertisement done by Platinum communication was not in harmony with the cultural background of its target market even though the company did not breach the Advertisers Code of Ethics section 2.5. The targeted audience seems to be a society that is more conservative sand therefore would expect the messages that were used in that advertisement to be quit respectful and decent. The community around Newcastle generally associates obscenities with violence and this is therefore why they were able to misinterpret the intentions of this radio advertisement as an advertisement which encourages road rage among motorists who are road users. Although the advertiser strongly denies ever using any abusive or derogatory language it is important to know what is culturally acceptable in one country or region may be a taboo to another region. Therefore it is the duty of marketers to carefully use their skills and conduct trials that will assist t hem to understand the code of ethical responsibility that is attached to particular target audiences before embarking on creating advertisements, because in some cases globalizing advertisements can be dangerous and thus using a logical approach may have better results (Munro 2001, 90-100; Duke University Libraries digital collections 2008). Economic assumptions and advertising Consumers often have their economic expectations which are attached to advertisements and therefore the targeted audience may often expect advertisements that advertise various products. Consumers expect advertisements to raising the standard of living by empowering their decision making process, increasing consumer satisfaction by making them aware of which products are most likely to satisfy them most following adoption, introducing economies of scale through increased sales, efficiently distributing product information and creating elastic demand lowering prices and stimulating product innovation (Solomon 1994, 56). Supporters of advertising argue that in economies should display several distinctiveness of complimentary market. Advertising should contributes to higher principles of living; enlarged buyer fulfillment; inferior prices; amplified economies of scale for manufacturers, wholesalers and retailers; efficient group distribution of product information to assist in consumer evaluation of the products to help them choose what suits him/ her; and product modernization. Thus, advertising benefits the public and individuals because their needs and wants are met more efficiently and standards of living improved. One of the economic functions of advertisement is to enlarge market share and inform clients about the new products. In the absence advertisement, the consumer would not be able to know about the products that are readily available in the market additionally retailers and wholesalers would not be able to effectively move their inventories. Millions of individuals worldwide v iew and process numerous commercials on Radios, TV and newspaper published advertisements or billboards. Various businesses, alongside the government, apply advertising as a way to support their products and services. Advertisements are therefore responsible for reaching out to various individuals and persuade them to purchase certain products by altering their perceptions and attitudes thus enabling businessmen to have more control over the sales patterns throughout a business cycle (Ryan, 2004, 73; Reese 2000, 10). The principle behind advertising is to advertise products in such a way that the end result is that a targeted viewer will purchase the product after being exposed to the advertisement. The product manufacturers often have to illustrate descriptions of the supreme status of life; attractive women, well-built men, excellent time and no uncertainties. The utilization of sex appeal and extra strategies to attract buyers into investing in their products despite the fact tha t they wish to be something they are not. By using such techniques then an advertisement is able to achieve its economic value by efficiently distributing product information about the product. It is also appropriate that when various techniques are used to effectively disburse such information it is usually done within the cultural context of a given audience in order to gain acceptability. Hence since Platinum communication used the wrong means to design their products then it is reasonable to conclude that the since platinum communication used an inappropriate process of dispersing information to its target audience then the advertisement ultimately failed from achieving any economic goals/value. Consumers and various target audiences usually expect that advertisements will end up increasing the level of consumer satisfaction. Advertisement campaigns often force the community to either directly or indirectly force the targeted audience to buy the products due to the premise that the product will cater to the needs and desires of this audience. Advertising dictates the level of satisfaction and utility by simply altering the perceptions and attitudes of those who watch these advertisements. Advertising therefore could contribute to the pleasant stereotyping of certain groups of products which a company is selling by depicting them as products that will cause a high level of utility after they are purchased (Solomon 1994, 181-186). But in contrary unethical means of advertising may trick consumers into purchasing products on the premise of satisfaction. Hence this is why various advertisement industry participants usually come together and form a board or a regulatory body that will oversee that consumers are not exploited by malicious advertisers who trick them into purchasing their products (Ryan, 2004 121-133). Thus in some instances advertising can be unattractive and inconsistent with ethical principles and in such a case consumers may not realize the ec onomic value behind the assumption that advertisements are supposed to enhance the level of satisfaction which consumers experience when they purchase certain products. Advertising on the other hand can cultivate a fulsome lifestyle that squanders resources and thus no utility or satisfaction will be realized by the targeted audience once they acquire products which were previously advertised. When advertising reduces human improvement and satisfaction, after acquiring material goods and cultivating a particular message and lifestyle through various media then the advertisement will be considered to contain falsified destructive messages that are dangerous and in appropriate for the society (Arens, Weigold Arens 2011, 237). When advertisers fall short to follow a precise value for the moral, cultural and spiritual necessities, based on the self-respect of the individual and on the appropriate characteristics of each community and represent distorted facts about a product with an ai m of luring consumers into purchasing their products that this can be considered as unethical and in breach of advertisement codes of conduct. Conclusion Advertising has become more influential in our society; its exposure through radio, television, print and billboards advertisements has turned out to be a main influence in people’s purchases. Many individuals look up to advertisements so that they can form a basis under which they can justify their purchase decisions. Poorly designed advertisements Instead of receiving extra attraction from the consumer, have ended up irritating and the targeted audiences as was the case whereby the use of a culturally an acceptable language led to the rejection of Platinum communications advertisement which was meant for promoting use of safe road usage (Solomon 1994, 74-78). The poor planning and execution of the advertisement ended up sending the wrong message and disrupting the goals by the advertiser platinum communications. Additional ly the perceptions and attitude of the targeted audience soon went sour as soon as the advertisement went on air thus requiring it to be withdrawn. Considering advertisements’ societal major influence, it is necessary that the media regularly analyze and appraise the actions of advertisers to incorporate both aspects of globalization and localization which will thus enable them effectively use a mass market approach or a fragmented market approach to more effectively advertise products. Advertisers should therefore critically research on the culture of the targeted audience before making advertisements in order to avoid irritating consumers. Rather that arguing that their practices are legal or within guidelines it is i9mportant to go a step further and incorporate culturally accepted practices in making advertisements. In addition, regulatory bodies should be vigilant look for ways to control and dictate guidelines to the advertising industry and any other means of communica tion. References Arens, W. F., Weigold, M. F. Arens, C., 2011, Contemporary advertising, 13th edn. Boston: McGraw–Hill Irwin. Dahl, S., 2004. Cross-cultural advertising research: What do we know about the influence of culture on advertising? London: Middlesex University Business School. Duke University Libraries digital collections, 2008. â€Å"Ad*Access.† Duke University Libraries. Web. Koslow, S. Costley, C., 2010. â€Å"How consumer heterogeneity muddles the international advertising debate.† International Journal of Advertising, vol. 29, no. 2, pp. 221–44. Munro P., 2001. â€Å"From oral health to perfect smiles: advertising and children’s oral health.† nidcr.nih.gov. Web. Reese, R., 2000. â€Å"From the fringe: the hip hop culture and ethnic relations.† Popular Culture Review, vol. XI, no. 2, 10. Ryan, R., 2004. â€Å"Beers ads less about the babes and more about the beer.† BT. Web. Smith, S 2005, ‘Don’t loo k now, but here comes podvertising’, OMMA The Magazine of Online Media, Marketing and Advertising. Web. Solomon, M., 1994. Consumer behavior, 2nd edn. Massachusetts: Allyn and Bacon. Wang, J., 2005. â€Å"Youth culture, music and cell phone branding in China.† Global Media and Communication, vol. 1, no. 2, pp. 185–201. This essay on Platinum Communications was written and submitted by user Viviana Hess to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.