Category: Media

Media Analysis Essay on Magazine

Since the 1700s, magazines have been an integral part of the media industry. However, it was not until the 19th century that they started taking the form that we recognize today. Previously, magazines looked more like newspapers– they were shorter, black and white, and more text-heavy. This was because of the high cost of distribution (Tucker & Unwin, 2019). In the 19th century, companies started to change the layout of their magazines in order to make their own unique brand. Having a brand gave magazine companies more opportunities for increasing revenue through advertising. The revenue obtained from ads could cover most of the production costs, which allowed magazines to charge lower subscription prices. Increases in profits from advertisements and a larger audience led to an overall increase in revenue, which allowed magazines to become a dominant form of media (Turow, 2014).

Relying on advertisements for revenue was highly successful until television became popular, which caused advertising companies to shift to TV and away from print media. Magazine companies adjusted to this change by narrowing their target audience by focusing on very specific interests and lifestyles and by targeting the relatively affluent population since this was the audience that advertisers typically wanted to reach (Turow, 2014). This tactic gave advertisers more of a reason to continue advertising through magazines rather than shifting to TV and allowed magazine companies to continue thriving through the 1900s.

However, magazine companies are currently experiencing difficulties with financing once again, due to the shift towards digital media. Many magazine companies have experienced a drop of more than 20% in revenue over the past few years. This decrease stemmed from the 2008 recession when advertisers turned to digital media because it was a cheaper alternative. This pushed magazine companies to try to adapt to the digital era. However, many companies were unable to return to the same level of profitability as before the recession (Turow, 2014).

Magazines Today

In addition to advertisements, magazines get revenue through their readers by selling their products through two types of distribution: subscriptions and single-copy sales. Today, 89.6% of magazine circulation is through subscriptions (Turow, 2014). This presents an issue in the magazine industry because it makes it difficult for new companies to enter the market. Generally, companies gain an audience through single-copy sales before they can get their readers to commit to a subscription. This is especially difficult because it is more expensive for smaller publishers to send out individual magazines through the mail because they do not qualify for the bulk rate, cheaper mailing that large publishers qualify for. Therefore, smaller publishers must resort to raising their prices which limits their audience size. This cycle keeps the top magazines at the top and the bottom ones at the bottom.

Another problem that the magazine industry faces today is the misrepresentation of body image (Humphreys, 2019). Currently, over 5 million women in America suffer from eating disorders such as bulimia and anorexia (PBS, 2003). This can be partly attributed to the fact that models in magazines set an ideal body type that is unattainable by the general population. The average female magazine model is 5’11” and weighs 117 pounds whereas the average female weighs 170.6 pounds and is 5’4” (Marcin, 2019). This discrepancy is a problem for young girls who are surrounded by images of models who set the standard of what is considered “beautiful” in society. This pushes many towards developing eating disorders.

Recently, companies started to recognize the misrepresentation of bodies in magazines as a problem. In 2017, France banned “extremely thin models,” and required them to provide a doctor’s certificate to prove they are healthy, to prevent eating disorders and inaccessible ideals of beauty (BBC, 2017). Additionally, Vogue magazine has taken similar steps by banning models who are too skinny or underaged. Many companies hire young girls to model because they naturally have a lower BMI than the average adult. Vogue admits to this and states that they will “commit to no longer using models under the age of 16 which marks an evolution in the industry” (Critchell, 2012). The companies that have increased their health requirements for models state that they want to inspire others to do the same, in order to lower the rates of eating disorders caused by idealistic body images set by the magazine industry.

Condé Nast

Condé Nast is a media company that was founded in 1909 by Condé Montrose Nast. The company started off with just Vogue magazine but quickly became one of the largest magazine publishing companies in the world. The CEO now is Roger Lynch and its headquarters is located in New York City. Condé Nast produces a total of 24 brands, including some of the most popular, well-known magazines such as Vogue, The New Yorker, and Vanity Fair. They are known for their comprehensive coverage of diverse content, all geared toward an upper-class audience. For example, Vogue Magazine has 502,000 print readers and 1.2 million digital users monthly with the average female reader’s income being $175,000. In comparison, the average female income in the United States is $41,912 (Condé Nast, 2019). Their major competitor is Meredith Magazines since they publish similar content and have overlap in target audiences. Both companies publish articles about celebrities, lifestyles, and food targeted at the upper-middle to upper class.

A recent problem that Condé Nast has been facing is, like many other magazine companies, revenue losses due to the overall shift toward digital media. In 2017, they lost more than $120 million because of a sharp decline in revenue generated by print magazines. In fact, the company lost more than 20% of its ad pages in 2017, compared to the previous year. During this time, the company had to adapt so that it could survive the change of preferred media type. To cope with these losses, they decided to sell three of their magazines. W is now owned by Future Media Group, Brides is owned by Dotdash and Golf Digest is owned by Discovery Inc. Through these sales, Condé Nast was able to regain losses and adapt to the shift to digital media (Lee, Maheshwari, 2018).

Condé Nast’s adjustment to the digital era is one of its most notable recent successes. They now create videos on Youtube, which accumulate over 1 billion views each month. The videos they create attract a younger, upper-class audience. These videos include “Get Ready With Me” and “73 Questions” videos with celebrities that are popular among young adults. For example, their video “Kylie Jenner’s Guide to Lips, Brows, and Confidence” has accumulated 27 million views, and “Camila Cabello Gets Ready for the VMAs” has 6.4 million views. In fact, in 2018, an important milestone for the company was reached when its total revenue from its web and video business surpassed its revenue from print. This is an important success because it shows that Condé Nast is adapting to the new era of digital media and gaining a new generation of consumers that can support them into the future.

Critical Analysis Paper on Digital Media

Develop a plan for how you will analyze their current digital media impact.

In order to develop a specific plan for the company Stop’n’Stay that would help it optimize its digital media impact, an analysis of the current situation is a must. As a team focusing on improving digital impact, we need to understand the digital environment that the company has created so far. This way we can apply our procedures and detect flaws and KPIs that have a potential for improvement. To get an idea of what results in each of the channels (in this case Facebook, Twitter, and Linked) produce, we use analytics tools to get the most specific, categorized, and helpfully processed data. For Facebook, it is either the Facebook Analytics tool or Hootsuite, which is a brilliant software measuring social media impact. It creates synoptical dashboards, gives us a complete overview of the key metrics, creates unlimited real-time reports, and shares custom reports to prove social ROI (these reports can be easily delivered to the marketing team). To get the most data out of Facebook, which I consider a strong social media domain for the Stop’n’Stay agenda, Hootsuite is our biggest helper in this issue. It offers a 30-day trial as well, and therefore I would strongly recommend the company implement it to keep track of its Facebook trace even after our intervention. Our team can help the company to embrace this tool in the most effective way possible. The Twitter life of the company will be evaluated by using a tool called Tweriod. It tells you when is the best time to tweet, what are the most click-through hashtags, and many other valuable information. LinkedIn can be very well understood and evaluated by an analytic tool called Klipfolio, which is a cloud data platform creating dashboards and reports. It clarifies the life of your LinkedIn data, metrics, and KPIs. It tracks every like, comment and share in real-time, keeping you updated on what are the best steps in meeting your goals in this digital domain.

Analyzing the current digital media impact should give us an idea of a common customer path in order to come up with such a plan that would help the company to optimize its interaction with the public and to direct its marketing efforts time and cost-efficiently. When analyzing the vast amount of data, we take into consideration absolutely everything. Likes, comments, shares, re-sent links, and tags are just the beginning. We try to understand where and why customers stop their path at digital platforms, what the dropout reasons; what posts, phrasing, imaging, and timing are the most effective. It is a large scale of factors that play a role in creating an overall thorough picture for us to work with. Our team usually takes a week in order to put together a highly accurate analysis, from which every other step evolves.

Create a framework for developing and testing the strategies.

a. Take into account the customer journey.

Nowadays, it can’t get any easier to track and understand a customer journey. We look into absolutely everything. What channel do the customers prefer? How long do they stay on a website, and what is their path over there? Do they respond to call-to-action advertisements? What times are the best ones to post in order to get the most click-throughs from social media? What particular call-to-action steps turned out to be the most efficient? It is a large net of social media and website interactions that creates a customer journey, which we work with. After collecting all this data, it depends also on a company’s budget made for channel optimization, content strategy, and cross-channel campaigns. We need to keep up with the changes in customers’ online behavior and regularly adjust our digital media activities to meet their expectations. The tools mentioned above help us to take efficient steps to deliver the company’s message in the best way. The timing and phrasing are everything. These tools help us to target the campaigns correctly. Weekly analysis can be delivered to the marketing team in the form of visually helpful dashboards. This way of understanding collected data is easy to work with as it shows the progress in a clear and simple way. Visual form is always better than just numbers. Regular customer data overview is a key step in creating sales strategies, focusing on what may result in the most conversions. Increasing conversion rate is the number one goal of all companies, and sometimes it takes a village to get these results. Understanding your customers makes this task easier.

b. What tools might you use to maximize customer engagement and why will you use them?

The need to raise the click-through rate (CTR) is because a higher CTR positively determines Quality Score (Relevance Score), which helps the company to save on cost-per-click rates and gives the company better positioning and visibility on the Internet. It all starts with higher CTR, but effective digital marketing needs to have also a rising conversion rate.

Facebook

In order to get more traffic from Facebook (click-throughs from there) we focus our plan on a few tweaks to help us with that. Clickable images within the wall posts are a good place to start. Using only eye-catching images and an appropriate headline length is the way to do so. If you add a call-to-action button to the image, you win. Canva is a smart and easy graphic software that can help you with creating such visually interesting pictures. Another piece of advice is to share your thoughts when posting a link or an image. Being personal and having something interesting to say is always highly valued by your audience and it strengthens their trust in you as a company. Also, choose the right color for your images. Studies have shown that using white, grey, and blue colors in Facebook posts generates the most clicks. Figure out the best timing and frequency strategy. In the case of Stop’n’Stay, I would suggest posting every second day after 3 pm, as this time has turned out to be the one with the most clicks. Last but not least, never forget to engage. Reply to interaction in your wall section, comment, and get involved in the discussions, so the customers and prospects see that you are actively interacting and present.

Twitter

To embrace your Twitter influence and rise CTR, try to write really persuasive tweets that attract attention and force reaction. Fire up curiosity in your followers and make them easy to read. If you are mentioning a link (connected to your website or Facebook post, etc.) try to place it in the first third of the text. Use the right keywords and use hashtags thoughtfully. Same with Facebook, try to post at the time when a majority of Twitter users are online and adjust your posts to a particular day in the week. Posts uploaded on the weekends have turned out to have a higher CTR, and therefore post more important tweets on these days. Write tweets within a word range of 120-130 characters and don’t be shy and use words encouraging clicks (e.g. “Please”, “Check”, “@addthis”, “via”, etc.). Tag your customers who don’t mind being mentioned. Share your customers’ positive experiences with your services. And don’t forget to do an analysis (e.g. using Tweriod) of your click-through rate to see if you are heading in the right direction. Dashboards of such data are easily understood and visually simple to be delivered to your team in order to come up with adjustments and further strategies.

LinkedIn

Online PR in the form of LinkedIn must not be underestimated. The profile needs to be always updated, transparent and interconnected with the company’s other active digital domains. The visual part of the profile is crucial. Try to involve only high-quality images, with high resolution and clear messages. Make the company’s message clear. Provide short but detailed enough information, so your prospects wouldn’t leave your profile due to lack of data. Key steps to increasing CTR are to post pictures, ask questions, answer your visitors’ questions, pay attention to the people interested in you, and especially focus on the possible messengers of a good mouth word. Post around 9 and 10 am, as these times have turned out to be the most effective. LinkedIn is considered as a serious social media platform and therefore it is viable to focus on delivering only high-quality content. You don’t want to lose ratings over some shoddy post. The last piece of advice would be to post only in the right LinkedIn groups where people have similar interests and it can give you a better response rate.

c. Who will you involve in this process and why will you involve them?

It is important not to hesitate to contact experts in the process of creating customer-centered and optimized digital media strategies. Have a designer creating you such visual content that will to a higher conversion rate. It is definitely worth it in the long term run. It is also very rewarding to approach your happy customers and ask them to provide you with feedback on your social media platforms that can be seen by others. Another level is to make cooperation with bloggers valuable to your purposes. These days social media is full of travelers, it can’t get easier to get them to spread the word for you. Offer them free stays in exchange for their social media influence. Try to get more homestay providers on board by making clear how easy it is to become a member in the regular posts. The correct call-to-action content is the way to get this done. Same as with the bloggers offer your newly incoming homestay providers special offers. Motivate them to get involved. These investments are necessary to gain more followers, turn them into prospects and finally make them customers. The objective is also to make your customers the company’s ambassadors.

d. What channels will you use and why will you use them?

As I have mentioned before, in the process of implementing strategies that are supposed to optimize interaction within the company’s digital background, my team focused on Facebook, Twitter, and Linked In. These are social media already implemented by Stop’n’Stay. They are very well established and therefore we focused on how to get the most out of it by using data withdrawn by analytics tools. In the plan created for the company’s purposes, we provide the marketing team the information on what are the most efficient days and times to post, and what images and wording attract the most customers – all related to click-through rates. Once our custom-designed plan is implemented, the company should expect a rise in traffic on its website. Newly signed up homestay suppliers should be amongst the public approached by smarter targeted posts and by being offered special free services in exchange for their membership.

Show how you will:

a. evaluate the impact of digital media and assess the effectiveness?

To assess the effectiveness of the implemented plan described above, we will monitor the digital situation across channels by using the analytics tools mentioned earlier – Hootesuite, Tweriod, and Klipfolio. We will focus on every single click-through in order to see the customer behavior pattern after making changes in the online advertising strategy. Based on the regularly extracted data, we will clearly see how the traffic on the website has risen and where from the click-throughs came. We expect a rise in the CTR by 20% based on the current number of followers, subscribers, and prospects. Hopefully, the click-throughs will come from all the social media platforms. Our bets are especially on Facebook and Linked, which are seriously taken among the wider public and generally considered as trustworthy. By more thorough engagement with people on the social media platforms and by providing high-quality content on one and each domain, the results should be visible within the first two weeks. If the implemented plan turns out to be successful, the strategy will be set as temporary, yet open to any further changes. As an external analytic provider, we will stay in touch with the company to provide it with any consultation or further employee training if necessary.

b. How might this impact future strategies?

When the Stop’n’Stay company asked us for help with its online marketing, it already expected us to come up with a plan that will maintain the previous idea but go deeper into understanding customer behavior. Therefore the company will implement the new tactics as an official online marketing strategy. It will organize a meeting of the marketing team where the plan will be presented to everyone by one of our experts. We will make sure everyone on the team is on the board with us and we will definitely welcome any further future suggestions. We don’t want to make the Stop’n’Stay marketing team feel as if its work is not enough. Our goal is to show these people how to improve their workflow and help them wrap their heads around the analytics tools they might don’t know about or don’t know how to take full advantage of them. We want to show the company the direction to take and leave all the initiative up to it.

Rhetorical Media Analysis of Advertisement: Essay

PETA, people for the ethical treatment of Animals, is a well-known organization that prides itself in animal advocacy. Peta released an advertisement in PETA magazine in 2008, the ad included Khloe Kardashian, a well-known celebrity, nude and posing provocatively that she would rather go nude than wear fur. PETA’s goal was to convince its viewers that it is better to be without any clothing than to wear the fur of animals. The extent of the viewers ranges enormously; a naked woman posted in a magazine will of course receive the attention of most people. PETA’s intended audience for this particular ad was the younger generations, from teens to those in their mid-thirties. Younger viewers are likely to connect with the socialite Khloe Kardashian and tend to be more liberal than their older peers. The sexual appeal, ethical message, and celebrity status within the ad use rhetorical appeals and strategies to communicate their message.

The first noticeable piece in this ad is the naked Khloe Kardashian, Khloe is done up to look like an animal, the wild back-brushed hair, and dramatic eyes. Even though she is made up and photoshopped perfectly to glow, the underlying sense of a wild animal is there, and it was completely intentional. Even the color scheme gives off an outdoor feeling, while the background is dark the scene does not present an upset feeling. It enhances the sexual appeal of Khloe. PETA used the classic rhetorical appeal of pathos. The ad stirred up emotions of attraction not only toward Khloe but toward the message they were trying to conceive. The seductiveness suggests that fur is unattractive and undesirable. The strategy of transfer is also used to convey the opinion that it’s sexier to be naked than to wear fur and indirectly participate in animal abuse. Many respect the image of attractive women and give them more attention than they would an average Jane. So, when an image of women is placed behind a message people tend to be keener into what the message is after they get past the image. They will connect the message with attraction, and no one wants to be unattractive, especially in the youth. The younger audience strives to be sought after, and the ad tells the audience that to be desirable fur is not the way to go.

People of the younger generation value the opinion of celebrities. With social media, anyone can follow a celebrity and be updated on their opinion. People who are interested in Khloe Kardashian value her opinion greatly, and this is the strategy that PETA used. With Khloe, they were able to break into the fashion world, where fur is a well-known fashion option. The ad uses ethos. It was able to become credible with Khloe, a huge socialite in society. It’s even indicated that Khloe Kardashian is for PETA in the bottom left-hand corner. She endorses the actual company, not just this idea of not wearing fur. The idea of wearing fur usually across as luxurious and prominent, however, the ad implies that Khloe is prouder being naked than she is wearing fur. This is a huge blow to the fur industry. With the backing of Khloe, the message of not wearing fur is no longer in, which influences people to no longer wear or buy fur coats. It moves people in the direction PETA was hoping for.

PETA’s ad isn’t completely superficial though. As said before, PETA is a well know organization, and they did not become popular based on their celebrity endorsements. Since PETA was established over thirty years ago, they have established credibility in the zone of animal advocacy. Once the viewer of the ad can get past the naked Kardashian, they read a statement in the upper corner that states, “Animals killed for fur are electrocuted, drowned, beaten, and often skinned alive.” With this, they introduce the use of logos. It states facts that are shocking t the viewer. An average person would frown upon the torture of animals in order to obtain something as little as a fur coat. Perhaps the information relayed by PETA in the ad is not very known by society. The information from the ad might appeal to the ethics of one and cause them to no longer wear or buy fur. The facts stated also play into pathos. The text is followed by, “Be comfortable in your own skin. Let animals keep theirs.” Together these phrases can a cause feeling, like the picture of a tortured animal. It could give the viewer the sense that the viewer needs to do something about this horrendous act of torturing animals that the ad is speaking of, and what does the ad suggest? The participation of excluding oneself from the purchase of fur items.

The advertisement of PETA does a lot in a rhetorical sense. It attracts viewers by the extreme use of sex appeal. The ad keeps viewers intrigued by pulling at the audience’s emotions. It also established social endorsement by using Khloe Kardashian, a woman of high social standing. She is used as an incentive for the message the ad is trying to put across to its audience, which is the production of fur causes animal abuse. If one acts in the buying of fur items they take part in animal cruelty, putting forth the idea of thinking about what you are buying and to stop spending your money and use it for other things rather than fur to help stop the drowning, electrocuting of innocent animals.

Social Media Campaign: Analysis Paper

Digital Marketing (SHELTER) Social Media Campaign on Social Housing

Executive Summary:

Social Housing can give valuable societal advantages of housing. The expanded limit in public and private competition for funding. Social housing managed by local councils in Britain, gives modest housing to poor and weak people in society. Non-profitable organizations inside Britain work along the expectations for everyday comforts of the people by policies to curtail the circumstance of housing issues. SHELTER is rehearsing the best-computerized ways in the market to give the best services. This could be more grounded in the government assistance focus of social housing.

Introduction:

SHELTER Social Housing gives a less expensive house to homeless people. The lease is exceptionally less expensive than the other private facilities. The long-term tenancy will be flexible for them. Housing and the role of housing give the beginning and motivation behind the points of landowners. The reaction for the individuals who are in very weak conditions the government encourages their base principles to ensure and protect them.

Task 1: SHELTER: Social media campaign on social housing PESTEL Analysis:

Political: Potential fall in the pound value due to Brexit which would affect the income levels of people. Many welfare changes may not be reversed. Control against corruption. Business and tax regulation policies. Brexit is an important factor that is affecting the political situation in the UK and is yet to be affected by the charities in funding. People lost their trust in charities as they could not trust about the funds they are donating are reaching the concerned organization or not.

Economic: The charities are in danger since the economy will observe the loss of income (both at the large-scale company level as well as at the individual level) which consequently would influence the money-related dependability of the foundations. Employer stability for some in lower-wage occupations will stay poor. Since SHELTER’S significant wellspring of income is from Donations, the association must be solid and steady to challenge face any issue with more compelling plans like holding the donors.

Social: The population socioeconomics impact of the promoting and the public relation. Ethnic and the strict impacts. Rough sleeping rates will stay high. The world’s biggest dread, CORONA VIRUS (COVID-19) shook the whole world. The homeless are at higher risk of spreading the infection. The homeless are more powerless against being influenced by COVID-19. (thegaurdian.com) which will prompt a greater number of deaths. SHELTER should work intimately with the legislature and plan procedures promptly to spare vagrants from death by moving them to a protected and solid home.

Technological: Developing requirements for social housing tenants to have web access. UK is headed to third place in the worldwide rankings for the AI Industry. Around 25% of UK grown-ups redesign their smartphones every year. Developing capacity for staff to work adequately from home because of innovative advances. SHELTER is working with the best technological progression in raising support division, in giving the best Digital Advice (shelter.org.uk – procedure).

Environmental: Environmental protection through the guideline & corporate social duty. Numerous organizations building relations with the Charities and Non-Profitable Organizations. One of the Important systems of SHELTER is Corporate Partnership. By joining forces, SHELTER is moving in the direction of accomplishing its objective, to accomplish better housing for individuals. Promoting Standards (shelter.org.uk).

Legal: Laws that are identified with compensation and in the work of tax assessment charges. GDPR guideline intending to secure individual information of people is carefully trailed by the SHELTER. The association is a GDPR grievance as it secures the individual information and protection would utilize the data simply after the assent is communicated. The force will develop towards divestment of petroleum derivatives and the expense of sustainable power sources will begin to fall. Likewise, SHELTER’s legitimate group gives lawful advice to individuals who need legal assistance with housing issues.

Task 2: SHELTER: Marketing Trifecta & Competitor Analysis

Shelter’s, significant followers are on Twitter, Instagram, and followed by different channels. The SHELTER’s promoting rehearses are inspiring. The organization’s significant view is on Owned Media. Awareness among individuals about the organization’s work is broadly spread through owned media channels like Shelter’s website and Social Media Platforms. Events are to achieve radical awareness among individuals and involve them in thinking about their housing benefits. Paid media advertising methodology is less executed when compared to Owned media. It is notable that foundations going through a huge measure of cash in advertising is difficult. Even though SHELTER’s commitment to paid media is less, the current advertisements on Facebook and YouTube are significant. By using Owned Media channels Shelter is picking up individuals through earned media. For example, through volunteering in alternatives and event marketing Shelter is increasing trust in more individuals who need to work in association with the organization consequently promoting SHELTER (shelter.org.uk). Shelter’s direct competitors are Crisis and Big Issue Foundation however we have Crisis and Big Issue Foundation as a competitor, their intended interest group age is 18-34. Shelter’s marketing model against its competitors, Crisis and Big Issue Foundation.

Content on the SHELTER’s website and on the Crisis site is exact with essential information while the competitor, Big Issue Foundation has attractive substance with the right context upheld by statistical data points.

For Example, the Big Issue Foundation has referenced that they better the lives of more than 1,240 major issue merchants every year.

The 3 associations Shelter, Crisis and Big Issue Foundation altered their website with the substance they expected to pass on the message.

Big Issue Foundation has been more point by point in furnishing the Helpline number alongside the perfect logo. They have more than 5 offices overall UK.

The Organization additionally gave the information through various division-organized rules which will construct certainty among the users at their first visit to the page and leaves a decent comment about the organization.

Users can get to the refreshed information whenever they required it. Every one of the three organizations shares comparative access to social organizing platforms or networks from the main page.

SHELTER and Big Issue Foundation structured the website page in a clear and clarified manner as we can choose the donation amount on the Home page. While Crisis’s data about the donation brief is explored on the next page.

Task 3: SHELTER: Segmenting & Targeting (Key Insights of Target Audience)

Segmenting and Targeting the approach vital to present-day marketing strategies. To process where the segmentation is grown at first. In view of the analysis directed at the market audience’s gender and age, we will upgrade the internet-based campaigns. Safe House through its recommendation helps individuals from all age groups and of all genders to achieve better housing and to never be homeless. In England, there is an expansion of 23% of destitute family units consistently (thegaurdian.com). Shelter assessed that there are 280,000 vagrants in England, one out of each 200 individuals as of now.

The #SleepWalkForShelter campaign was run on the motivation behind mass support event, it isn’t just produced assets for the housing and homelessness charity Shelter but rallied a more youthful audience around the foundation’s strategic safeguard of the privilege to a protected home for all. This research revealed that 135 families across Britain become destitute consistently over the Christmas time frame. For the age groups of 18 or 34 years, under 18 years or more, SHELTER provides housing advice on the most proficient method to use the Council housing and advantages for those youngsters who are confronting vagrancy. Shelter has EU residents, in their objective, who are qualified to stay in the UK by acquiring permanent residency will get housing exhortation. Shelter furnishes housing advice to individuals with disabilities and genuine medical problems which incorporate learning disabilities, psychological conditions, and interminable or terminal diseases. Refugees are also eligible to get Legal exhortation on housing. The destitute pregnant ladies (like the individuals who are pregnant and are under 18 years) will get exhortation and backing on housing.

From the above information, it is obviously comprehended that the Shelter market segmentation is fluctuated, covering segment, geographic, physiographic, and social fragments. The Shelter is utilizing different marketing communications mix like Online talk administration, Call, Email, Event marketing, Internet, and Advertisement, to arrive at the target audience effectively. The above target groups have the entrance to the Internet and most part invest the energy in long-range informal communication applications Shelter through its Digital marketing procedures is intended interest to an audience well.

Conclusion:

“SHELTER” the Social Housing campaign is pertaining to the technology that may give so many benefits to the upcoming campaign. The PESTEL analysis is an easy and effective tool. It makes sure that the organization is profitable in every possible scenario. Digital marketing trifecta is a brand that is mostly powerful in digital strategies on the supporting company. Very important segmentation targeting. Segmentation allows the right target market where the way to an appropriate positioning strategy. If any step within the STP model changes, it is more important that the whole work from segmentation should be done and the strategy needs to be reworked or else the marketing strategy will be destined to fail.

References:

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17. Zoe Amar, 2014. Charity Marketing strategy [online]. Available from: https://www.charitycomms.org.uk/how-to-write-a-charity-marketing-strategy Accessed on November 25, 2014.

Mind over Mass Media Analysis: Thesis Statement

Human beings are very creative and intelligent. They proved themselves with new inventions and technologies, which make life easier, more convenient, and happy. Mass media is one of them. It’s a major agent of socialization. Mass media is the best way to reach an enormous amount of people, Mass media are used to convey information, entertainment, news, education, or promotional messages through television, radio, newspapers, books, magazines, websites, video games, film, and music. Mass media is a blessing or a curse. It’s a highly debatable and burning issue in this information age. The main aim of carrying out this study is to find the impacts of accessing mass media on teenagers.

Research questions:-

• Is the mass media a great platform for higher education?
• Does social media affect the personal lives of individuals?
• What are the impacts of mass media on teenagers’ development?
• Is mass media advertisements about smoking and alcohol drinking promote criminal activities?

Decades’ worth of research has shown several impacts of mass media on education. Mass media is not necessarily have a negative impact, but also has a positive value to them. Mass media brings to billions of homes not only entertainment and news but also cultural and educational programs. Mass media play an important role in grabbing new knowledge and information. For example, watching T.V. and listening to the radio is the best way to get new knowledge about history, biology, literature or even learning foreign languages through youtube videos and also by online classes. Moreover, Due to the advancement in technology, our teaching styles are also getting changed. Now mass media prove that education is, really comprehensive not confined within four walls of the classroom (Preeti, 2014). Now, the majority of students like to attend online classes instead of going to college or to school. Online Books, encyclopedias, and magazines provide a more in-depth look at a wide range of subjects, all these online sources are perfect steps for good academic grades (Preiss, 2007). For example, the Open BC campus is a free website for students to access free textbooks, etc.

Mass media is not only for education it is also for entertainment or also for enhancing specialization like spreading awareness and civic responsibilities. With the advanced technology, children can easily access the internet which is a major socialization tool and can also be used as a research tool that can be utilized positively by students (Oroles, 2014). But it could be negative with the over usage of mass media. Most students spend the majority of their time watching movies and playing games on T.V. instead of investing their time in studying and reading good books. This poses a negative effect on school performance as well as on learning problems. Lower academic grades and problems in learning are getting incline due to overindulgence in mass media (Oroles, 2014). The amount of time spent watching television and sitting in front of computers can affect a child’s postural development (Salter, 1983). Excessive amounts of time at a computer can contribute to obesity, undeveloped social skills, and a form of addictive behavior (Canadian, 2002).

Despite the negative effects of mass media on performance, there are a number of positive social effects of mass media on children. Mass media plays a major role in enhancing positive child development through movies. For example, mass media plays a major role in enhancing positive children’s development through television carton movies that may serve to increase children’s knowledge and understanding of various life aspects. Positive role models portrayed in the mass media can also serve as a positive social development tool for children. Qualitative research studies have shown that one way in which television enhances development in children is by portraying positive role models of collaboration and development as a responsible manner of acting (Press, 2007). In addition, Playing motor video games is also beneficial for developing or polishing motor skills. There are lots of driving applications that teach us driving rules and regulations. However, “The amount of violence in video games and movies today is scary and children spend several hours every day watching these scenes of gore. Violence becomes their reality. Many children are unable to distinguish between reality and fantasy” (Harshit, 2017). In addition, they are at more risk of Cybercrime. Personal data and privacy can easily be hacked and shared on the Internet, which can lead to personal identity loss and financial loss (Harshit, 2017).

Apart from these criminal activities their health is also getting affected by over-usage, like obesity. Dietz and Gortmake (1985) reported that each additional hour of TV viewing per week increased the risk of obesity by 2%. because they prefer to play indoor games, video games, and watch T.V. instead of resting, playing outdoor games, or sleeping, which could lead to bad health also weak eyesight.

Mass media’s effect on society and on health.

Research has demonstrated a strong association between exposure to certain mass media messages and smoking and drinking alcohol in adolescents. For instance, more than half of adolescent smoking initiation has been linked to watching smoking in movies(Sargent, Beach, Adachi-Mejia, Gibson, Titus-Ernstoff, and Carusi, 2005). In another study done by Grube and Waiters, 56% of students in grades 5 to 12 said that alcohol advertising encourages them to drink. In Sweden, the governing bodies banned alcohol advertising which led to a decline in alcohol consumption (Romelsjo, 1998).

In conclusion, Mass media addiction has led to many children spending a lot of their time in mass media instead of studying. Mass media can be used to promote social growth and thinking skills. Parents and teachers must be aware of them the effects of mass media. Families should be encouraged to explore media together and discuss their educational value. Children should be encouraged to criticize and analyze what they see in the media. Parents can help children differentiate between fantasy and reality, particularly when it comes to sex, violence, and advertising. Families should limit the use of television, computers, or video games as a diversion, which will be protection cover for their children’s health and Carrier.

References

1. Preiss, W.R. (2007). Mass Media Effects Research: Advances Through Meti-Analysis. 5th Edition Mahwah, Earlbaum.
2. Preeti, Education and Role of Media in Education System. International Journal of Scientific Engineering and Research (IJSER), http://www.ijser.in/archives/v2i3/SjIwMTMxNTg=.pdf, Volume 2 Issue 3, March 2014, 174 – 177
3. Lad, Harshit. (2017). The Positive and Negative Impact of Social Media on Education, Teenagers, Business, and Society. International Journal of Innovative Research in Science, Engineering, and Technology, volume 6, issue 10, https://www.ijirset.com/upload/2017/october/73_Experimental.pdf
4. Florescu, Oroles. (2014). Positive and Negative Influences of the Mass Media upon Education. Procedia – Social and Behavioral Sciences. 149. 10.1016/j.sbspro.2014.08.271.
5. Dietz WH Jr, Gortmaker SL. Do we fatten our children on the television set? Obesity and television viewing in children and adolescents. Pediatrics 1985; 75: 807-812.
6. Sargent JD, Beach ML, Adachi-Mejia AM, Gibson JJ, Titus-Ernstoff LT, Carusi CP, et al. Exposure to movie smoking: its relation to smoking initiation among US adolescents. Pediatrics 2005; 116: 1183-1191.
7. Grube JW, Waiters E. Alcohol in the media: content and effects on drinking beliefs and behaviors among youth. Adolesc Med Clin 2005; 16: 327-343.
8. Salter RB. Textbook of Disorders and Injuries of the Musculoskeletal System: An Introduction to Orthopaedics, Fractures and Joint Injuries, Rheumatology. Baltimore: Williams and Wilkins; 1983.
9. Romelsjo A. Decline in alcohol-related problems in Sweden greatest among young people. Br J Addict. 1987;82:1111–24.
10. Canadian Paediatric Society, Healthy Active Living for Children and Youth Advisory Committee Healthy active living for children and youth. Paediatr Child Health. 2002;7:339–45.

Visual Media Analysis Essay

There are millions of car advertisements online about what car to buy or their reason to choose their car over any other companies. In the car industry, it can be seen why paper advertisement is essential. There are multiple techniques and ways for car companies to convince their audience to buy their vehicles. Some of the most popular techniques are model, prop, setting, and camera techniques. It all depends on the audience the car companies are trying to target. The majority of the time car companies will use either setting and camera techniques or props and models. It all just depends on whom the car companies are trying to target and what they are trying to show the audience.

Setting and camera techniques are better visual rhetoric to influence consumers to buy their car. The setting and camera technique reach the audience that wants to buy the car for the car’s looks. A good example of this would be a porches paper advertisement about “kills bugs fast “Porsche advertisers promoted the Porsche 993 turbo by putting it in a specific setting and adjusting the camera to a certain angle. the phrase “kills bugs fast “also has a double meaning that helps support the camera technique used. The picture of the famous Porsche was taken outside, in the woods where it seems that the car is turning. The camera technique they used was a close-up angle. Where it shows just how fast the car really is. Settings and camera techniques would influence the audience who wants to be free and go fast in a luxury sports car. Setting and camera techniques also reach the audience for what the car is capable of doing. In the paper advertisement for the Volkswagen Golf R, it’s seen that the advertisers choose the setting and the camera technique to be able to show what the car is capable of doing. The setting is at night on an empty road. The camera technique was also important because it shows what the car is capable of which is going 0 to 100 mph in 5 seconds. The angle of the camera is pointing downward to show just how fast the car is. The setting and camera technique show exactly what the car is capable of doing.

Car companies use camera techniques and settings for specific purposes. They are trying to convey two things. To show the body of the car, and show where the car can go or how fast the car is. This can only be achieved by using the visual rhetoric of setting and camera technique. like before. Car companies know that to be able to sell their vehicles, they will use a camera technique to show the sleek design of the car. This will ultimately target the audience who wants a beautiful, luxury car. If the design of the car isn’t portrayed well enough. They won’t be able to sell as many cars. This also applies to why they choose settings as visual rhetoric rather than models and props. The setting shows what the car is capable of doing. Jeep used setting to target adventurers and people who like to explore with their 1987 jeep wrangler paper advertisement. They showed the beautiful jeep at the top of a mountain, which no ordinary car can reach. The setting showed that if you enjoy adventuring and being able to go to new places the jeep is the right car to buy.

Props and models are better visual rhetoric techniques that are used to influence customers to buy cars. Props and models reach the audience who wants to attract others for the car they drive. A good example of this is a paper advertisement by Honda. They showed their minivan in the middle of the road surrounded by deer and butterflies. The models, in this case, would be the animals. Whenever you see a car surrounded by animals it attracts friendliness. It shows that the car is very likable. Which greatly influences the customer. Another example would be Ferrari. they hired a beautiful, young colored eye woman. She’s wearing a red dress that shows her curves. She is any man’s dream. Ferrari uses this specific model to bring in customers. When men see that if they own a Ferrari, models like the one shown by the car company will come they will be more persuaded to buy the car. It’s an ingenious tactic used by Ferrari. The companies use models and props for a very specific purpose. Which is to sell the car as fast as possible by showing them an attractive model or showing props that would influence the purchase. Showing a gorgeous woman/man to any customer would certainly bring attention to the car company. Although there are different techniques that are used to influence consumers to buy cars. Models and props are used to sell a car faster. while setting and camera techniques influence the customer on the capabilities of the vehicle.

In conclusion whenever a customer is looking for a vehicle. They should make sure that they are buying the car for the right reasons. There are many car companies that use different types of visual rhetoric techniques to persuade customers to buy their cars for the wrong reasons. The most common techniques are models and props or settings and camera techniques. It is important to know why to choose a certain car over any other. Are they buying a car for what it’s capable of? or the attention the car is going to bring. In the end, the customer will always be influenced to buy a vehicle by any one of these techniques.

Citations

1. Directory Index: Jeep 1970-87 Ads/1987, www.oldcaradvertising.com/Jeep%201970-87%20Ads/1987/1987%20Jeep%20Ad-0a.html.
2. “Porsche Advertising.” Porsche, www.porschecentreoakville.com/news/5+Great+Porsche+print+advertisements/6159/
3. Sandu, Bogdan. “Subaru.” Design Your Way, www.designyourway.net/blog/inspiration/70-creative-print-ads-from-the-automotive-industry/attachment/subaru/.
4. Staff, Autoblog. “Print Ads and New Logo for Jaguar’s Alive Campaign Photo Gallery.” Autoblog, www.autoblog.com/photos/print-ads-and-new-logo-for-jaguars-alive-campaign/#slide-203200.
5. “Volkswagen: Terminal Velocity.” RSS, 1 July 2014, www.adsoftheworld.com/media/outdoor/volkswagen_terminal_velocity.e
6. “What If Cars Were SUPERMODELS.” BASIC Magazine – Fashion Magazine, basic-magazine.com/what-if-cars-were-supermodels/.

Semiotic Analysis of Social Media: Essay

We live in a world where we are constantly surrounded by signs that signify different objects and ideas, influence our thoughts, and help shape our view of the world (Gaines, 2011, 15-16). The media plays a huge role in communicating how meaning is created and conveyed through words, images, and signs (Berger, 2019). Berger (2019, 12), defines texts as a collection of signs, which means that a semiotic analysis can be applied to all texts in order to interpret the messages being conveyed. All media texts possess the common attribute of the semiotic nature of communications, whereby meaning is inferred through the perception of signs (Gaines, 2011, 15-16). As stated by Gaines (2008), semiotic theory is constructed on the notion that everyone has the ability to perceive and interact with signs. In other words, the ability to deduce what is signified by the signifier. The concept of the media communicating semiotic perspectives to an audience is true of the movie poster for the 1991 thriller/drama/mystery Silence of the Lambs, directed by Jonathan Demme. This movie poster uses different signs to create meaning and make comments on issues presented in the movie such as perceived innocence, danger, transformation, and mind control. This essay will focus on how the movie poster for Silence of the Lambs, utilizes visual constructs and complex signs to create imagery that resonates with the intended audience and allows them to perceive meaning through semiotic and discourse analysis. The poster uses generic conventions, synchronic analysis, and intertextuality to allow the viewer to make connections between the signifier and the signified and interpret the semiotic meaning that is being conveyed.

A semiotic analysis of the main image in the poster can reveal many details about the messages the movie attempts to convey to the audience. The lack of written text on this poster and the sans serif font that has been used for the title implies that the main message of this poster does not come from the written signs, rather, it comes from the image where there are many semiotics codes working together to create meaning. The majority of the space on the poster is covered by a woman’s face. This extreme close-up implies that she is an important character, playing a key role in the storyline. This allows the audience to immediately recognize that this film is seen from a woman’s perspective (Green, 2019). The woman’s gaze is piercing and direct, which is not only engaging to the audience but indicative of having a purpose. This implies that she has a purpose and mission that she is wanting or needing to complete (Green, 2019). Her skin is pale in extreme contrast to the dark background surrounding her, which could be representative of her innocence or her perceived innocence (Green, 2019). This could also tie into the symbolism of the ‘lambs’ that the movie is named after, as lambs are symbols of innocence. The contrast of colors could signify that she is an innocent woman surrounded by sinister or evil people, places, or situations. This use of color could signify that this woman is seen as weak and powerless, giving the idea that she is a victim in some way. The corpse-like, blue tinge of her skin is connotative of lifelessness. This could indicate that she has been left feeling lifeless or weak from something she has experienced. The use of Rembrandt’s lighting on the woman’s face plays a key role in giving the image a mysterious feel. The symbolic importance of this is that it links directly to the genre of thriller/mystery. The creator of this poster would have done this intentionally to draw in an audience who is interested in this particular genre, without having to explicitly state anything about the genre on the poster, again relying on visual signs rather than written text to convey the main messages of the poster. The pale color of the woman’s skin, which is indicative of innocence, is vastly contrasting with the red color of her eyes. The color red connotes danger and death, complying with the genre of the film. This could imply that she might be dangerous and not who she was originally perceived to be. The contrast between the red of the eyes and the pale blue of the skin could indicate and malevolent influence on her innocence or a transformation from innocence. Generic conventions are used to convey the key features of a genre, (Gaines, 2011), in this case, these are the conventions of a thriller, hence the use of the colors and lighting to create a dramatic feeling. These generic conventions have been used to communicate information about the character and in extension, the film itself, from simply looking at the film poster.

Possibly the most symbolic element present on the film poster is the death’s-head hawk moth over the woman’s mouth. The literal denotation of the moth can be seen as portraying that people may not listen to what the woman has to say, or she is silenced and not allowed to speak (Jung, 2014). Moths undergo constant change throughout their life cycle from their metamorphosis from grub to moth. For this reason, the moth is a symbol of change and transformation. In this context, the moth could symbolize the loss of innocence of the woman in the poster or it could signify that she undergoes some kind of significant transformation or character development throughout her journey in the film (Jung, 2014). The red color of the moth matches that of the woman’s eyes, once again alluding to danger and tying back into the thriller genre. The back of a death’s-head hawkmoth, like the one shown in the poster, has a pattern that closely resembles a human skull. Firstly, the skull is a sign of death, alluding to the serial murders committed in the film. Upon closer analysis, it can be seen that the skull depicted on the moth’s back is actually created from a group of naked women lying in the shape of a human skull. This is significant because it is implying that multiple women are victims of the killer in the film. The fact that they are portrayed naked shows the dangerous and disagreeable objectification of women, furthermore, revealing that these victims were vulnerable and unable to hide from their aggressors. This month is also an example of intertextuality, as this formation of women’s bodies in the shape of a human skull is a photograph taken by Salvador Dali and Philippe Halsman in 1951 titled, In Voluptas Mors. This title literally translates to, “Desirable death,” in Latin. This image is the most symbolic aspect of the entire movie poster. Not only does it connote death, but it also reveals that the killer is unremorseful and thinks that their crimes against the women are desirable and purposeful. Moths can also be seen as symbolic of mind control, due to experiments conducted in the UK in 1975 (Spencer, 2013). This could signify that although the killer is free from the physical confines of prison, it is highly likely they are trapped by their psychological state (Spencer, 2013).

It is understandable to assume that words and signs are secondary to our observation of reality, however according to Bignell (2002, 6), it is our semiotic understanding of the signs surrounding us that creates our reality. Semiotics or the study of signs, is a science that is concerned with anything that can be taken as a sign (Chandler, 2002). The media has a big influence on what our society sees and consider to be a reality, and all media texts utilize semiotic conventions to convey these messages (Schrøder, 1994). The movie poster for the 1991 thriller/drama/mystery Silence of the Lambs, directed by Jonathan Demme uses different signs to create meaning and make comments on issues presented in the movie such as perceived innocence, danger, and transformation. The creator of the poster combined the use of generic conventions, synchronic analysis, and intertextuality to create an image with a deeper meaning than would be noticed at first glance.

Social Media Analysis Paper for Amazon

Background information

Amazon is an e-commerce company that was founded on the 5th of July 1994, in Seattle, Washington, United States by a man named Jeff Bezos, who is a Princeton graduate in computer science and electrical engineering the company started off by selling books then started to expand slowly by selling a variety of products including audio and video streaming services. It is now the world’s largest online sales company. Amazon has increased its reach by having official social media pages. The marketing planning framework that Amazon follows is to “reach, act, convert, and engage”. Amazon has an official account on all major social media platforms such as Facebook, Instagram, Twitter, and LinkedIn.

Research methods and sources

I used Amazon’s social media pages such as Instagram, Facebook, and Twitter to find out about their promotional strategies I used this because most of the information was based on the live feed videos and they are from Amazon themselves hence the information itself is accurate.

Analysis and interpretation

Amazon has already diversified itself into software, music, films, technology, apparel, and homeware. Amazon is also the world’s largest cloud infrastructure producer and recently they are producing consumer electronics like tablets and smartphones. Since Amazon is one of the world’s largest online platforms it has a very strong grip in the field of social media platforms and SEO, with Amazon having a central verified account for each of the product lines in social media which includes Amazon music, Amazon video, and Amazon web services they use their large following fan base and use it to the full extent to advertise their product. Amazon has more than 26.5 million likes on Facebook. They use their central verified account to highlight their product and target each product to their users by using social media analytics. Amazon creates relevant content during the holidays to reach its 23.5 million fan base. During the recent Christmas holidays, amazon uploaded a video on Facebook that indicate the delivery strategy of Amazon. They did the “delivering smiles” with the funnyman Dax Shepard by surprising children at the children’s hospital in Los Angeles with Marine toys for the tot’s foundation. Through these kinds of activities and videos, amazon tries to lure their fan base and try to engage their fan base and convert them into potential customers. Amazon in Twitter is really intriguing, since most of the time the companies don’t really care about the Twitter account responses, amazon is taking full advantage of the Twitter account by allowing their consumers to directly send their items from the shopping basket directly from Twitter by responding hashtag (#) amazon cart. Their B2C aspect in the business is so strong which can be seen from their Amazon web services Twitter account. For the Christmas holidays, Amazon Twitter is targeting their consumer base by showing advertisements on toys and providing direct links to their websites where the consumers can directly go and add their products to their baskets. Amazon is one of the largest e-commerce sites known for the importance of social media and social media analytics. Since they have millions of fanbases in the major social media platforms they are utilizing the full potential to reach them and trying to convert them into potential customers. They try to answer and resolve queries through social media platforms and by doing this they think that they dig deep into the heart of the consumers and increase the brand awareness by engaging millions of more customers. By starring celebrities like Dax Shepard, they are trying to endorse the celebrity movement and reach their consumers through them as well.

Conclusion

The recommendation that I would like to give for Amazon’s web service platform is that rather than providing a single uniform experience, it can personalize and help applicants and websites from normal content into highly relevant interactions based on individual behavior, performance, and history. This will help the consumers to find out relevant content for which they are looking for addressing their needs in a much better way, hence boosting a lot of engagement. For example, if there is a video streaming site that can help discover additional stuff and similar products that they have brought by providing recommendations on the home screen based on their demographics and buying habits. Many online users are sometimes frustrated by the irrelevant search results and the inability to find specific items which they are looking for, and hence amazon should consider each person’s preference by combining the query string with behavioral data from their past buying history. Amazon can make use of the back-end information to make the experience just more than personal for the consumers who shop frequently from Amazon. The company should make sure that the consumers get notifications of their marketing promotion based on consumer behavior, interest, and buying habits so that they can reach the consumers at the right time.

Proposal Essay on the Media

The purpose of the proposal

Promotional media that is often used to convey information about products is advertising media. This proposal aims to offer cooperate with golf sports equipment manufacturers to market their products on our social media that focus on golf sports. The main goal is to convey to young people that golf is a sport that is relaxed, affordable, and far from being old, and fun. At the very least, a new paradigm is presented that this sport is also a sport for young people.

The medium chosen for the proposed project

Golf is a unique sport. Everyone can play it, but not all can be ‘masters’ in this sport. For this, our project is to make a youtube channel to share info, knowledge, and experience to help peoples who are able to play golf properly and correctly. The name for this channel is ‘Golf Coach’

Why do we use Youtube as media? There is no denying that YouTube has shocked the world and other social media platforms such as Twitter and Facebook. Each media has its own way of sharing content, be it an article, image, or video. With almost 1.5 billion users worldwide, the company can count on many eyeballs for monetizing its advertising content. This figure is projected to grow to 1.86 billion global YouTube users in 2021 (Gilbert, 2018).

Hundreds of millions of hours of YouTube videos are watched every day, generating billions of views. Given this phenomenon, YouTube’s video channel about sports, especially golf, continues to increase. Viewers love watching videos about perfecting their swing techniques, the latest fashion items that will be worn during the rain, and releasing humor from the best golf frustration (Carmody, 2017).

The rise in smartphones and other mobile device usage has also helped increase the consumption of YouTube videos on the go. While experience counts for everything when it comes to being adept at any sport, it is helpful to enhance the level of knowledge. Watching sport-related videos for golf, in particular, can be helpful, and helpful from famous golf YouTube channels would prove to be beneficial for many golfers.

Target audiences

In general, the target for this project is all YouTube audiences, but more specifically those who are enthusiastic about golf sports. Those who want to learn to play golf. Generally, it costs a lot to hire a golf coach. However, as beginners, they can learn the initial techniques of playing golf through the tutorial videos that we make without paying a penny.

The next target is to introduce golf to young children. You could say the sport belongs only to the upper class and adults only. It is time to change the perception of golf as a sport for old people because there are many young golfers, who occupy the top 10 in the world.

So the conclusion of the target of the ‘Golf Coach’ project is very broad, recognizing no differences in gender, age, or class, anyone can be an audience and obtain the same information.

How the proposed project will be distributed/marketed on selected media channels

After producing the video and optimizing it for search, then how do market channels and videos on YouTube? Although ranking high in search results and having a large customer base is ideal, that goal may be difficult to achieve when just starting out.

That is why it is important to always spread the word about this YouTube channel project through other platforms such as Facebook, Twitter, Instagram, WhatsApp, etc. Fortunately, YouTube and other platforms make it easy to share video content (Collins, 2018)

Finally, make sure to engage with viewers, respond to comments, answer questions, ask for feedback, and thank viewers for their support. This is an easy but often forgotten task.

Obstacles in the projects

1. The number of subscribers is very important for a channel because having sufficient subscribers makes our channel considered a quality channel not only that, it can also make us excited about creating content because there is someone who is faithfully waiting for our video update (Schultz, 2018).
2. The hallmark of a channel that has developed is to have haters. Large channels do not feel complete if they do not have haters. Haters are someone who does not like your performance, your work, or whatever you do and these haters will always insult you and make you despair (Eves, 2018).
3. Golf is an expensive sport. Is one sport that requires a wide field. Because it is large, the cost of renting the field is also large. The main reason for expensive rent is due to maintenance. Not counting the expenses for golf clothes, golf shoes, and other accessories (McGarr, 2016).
4. Copyright, this problem often arises even for beginners who still do not know how to make content correctly. Surely we are from uploading videos on YouTube which are sometimes problematic (Schultz, 2018).

How these obstacles will be addressed

1. Improve the quality of content by presenting something new that does not make the audience or viewers bored and make connections with the audience so that the audience is moved to subscribe.
2. Making a work that makes your haters stunned because the quality of your video is very high quality and also makes the haters a motivation to work better (Eves, 2018).
3. In collaboration with golf equipment manufacturers such as Titleist, Taylor Made, Callaway, Ping, Nike, Mizuno, and others to become sponsors of this project. The form of cooperation can be in the form of advertising on the YouTube channel or the endorsement of their products to be displayed on the channel.
4. Video content must be as authentic as possible in terms of video and sound aspects by downloading license-free sound, well of course there are many advantages if you create original content, which makes visitors view our channel as clean and not plagiarism and certainly unique, monetized, and will look good in the eyes of YouTube.

References

1. Carmody, B., 2017. How to Leverage Social Media In 2018: A Video Marketing Guide for Brands. [online] Inc.com. Available at: [Accessed 18 Jan. 2019].
2. Collins, A., 2018. YouTube Marketing: The Ultimate Guide. [online] Hubspot.com. Available at: [Accessed 18 Jan. 2019].
3. Eves, D., 2018. How To Deal With Haters & Negative Comments on YouTube. [online] DerralEves.com. Available at: [Accessed 18 Jan. 2019].
4. Gilbert, B., 2018. YouTube now has over 1.8 billion users every month, within spitting distance of Facebook’s 2 billion. [online] Business Insider Singapore. Available at: [Accessed 18 Jan. 2019].
5. McGarr, R., 2016. Golf is officially the most expensive sport to play. [online] Today’s Golfer. Available at: [Accessed 18 Jan. 2019].
6. Schultz, E., 2018. Challenges of Starting a YouTube Channel. [online] TurboFuture. Available at: [Accessed 18 Jan. 2019].

Critical Essay on Social Media

Social media is a tool for sending and receiving of information from various people in different geographic locations of the world across the internet. However, through this process of communication, there have been several loopholes that have created an environment for attackers and malicious acts that have left its users exposed to risks of their critical details being lost and their privacy rights being bleached. Attackers use the advantage of anonymity, full secrecy and the interconnectedness as given by the internet, thereby attacking the pillars of the information society. Some of the crimes may include; computer viruses, cyber bullying, identity theft and hacking. Different agencies have attempted to hunt for the criminals who violate the online rights which cost the world billions to manage. This essay focuses various ways how attackers have taken advantage over individuals over the internet, later gives a conclusion that discusses ways to curb these crimes.

Firstly, different social sites have infringed data integrity with their customers. They have interlinked their users to other programs and other services thereby building trust issues among their members. Concerns from different parties have raised in cases that individuals have felt like trust doesn’t really matter when it comes to third party programs, software’s and sites. In the occurrence of this events, users have been triggered to share their personal information with unknown entities thereby leaving them on the risk of being exploited.

Secondly, during interconnectivity, hackers have had pop-up ads and links that they have sent over the internet thereby hunting victims to hackers after clicking. They are unidentified personnel or systems that by-pass security levels of devices and gadgets to monitor or have authorization. As a result, hacking have left behind a massive data loss and security of users weakened, they also have had access to critical information which they have used it in a negative manner.

Also, as a result of online engagement, computer spammers have sent attachments over the e-mails have in pursuit of victims to devour. These attachments appear as adverts which are viruses, once downloaded they take over the computer system and may to some extents lock out a user from his/her computer until they buy an antivirus from the spammers. This is very expensive to administer since the spammers are anonymous so the victim doesn’t know how to go about to recover back their system or files.

Cyber bullying still has been an issue in the online world among the teenagers and adults. This refers to the action whereby there’s a communication between persons but the conversation has ended leaving one party as a victim, it is characterized by abuse, attack or intimidation. This form of discrimination has been a wide in aspects of religion, economy and political beliefs of different cultures. Most of the occurrences of bullying comes where one is being threatened or held into victimization over certain matters contrary to them.

Identity theft is another form of cyber crime on Social media. This attack impersonates user’s information thereby performing illegal activities within the accounts. This form of crime has been mostly into the online platforms such as online banking, Facebook, Instagram and even the e-commerce sites. This form of impersonation has left the victims’ accounts bankrupt and exposed.

Due to modern technology advancement, online crimes have increased majorly in the platforms where people use them regularly. This includes the big five giants in communication and entertainment sites, this includes; WhatsApp, Instagram, Twitter, Facebook and YouTube. It has been an easier task for the attackers to do this because the users of these platforms don’t know the corrective and preventive measures to secure them against these crimes. Therefore a discussion will site out different precautions to undertake while on the internet.

To start with, online users should avoid sharing of passwords and other critical information to unknown entities. Sharing our data with unknown personnel’s gives an authorization to the operations of our accounts thereby violating our privacy. Unless we are asked to give out our credentials by known people or sites we should keep our information undisclosed. To do this we ought to update the information in our accounts regularly, this doesn’t pave way for attackers.

Secondly, unknown files and attachments should be avoided because these are embedded into viruses and other junk files thereby harming our computers once downloaded. To avoid this we should take the precaution of denying to open or download any mails whose their sender is unknown or are not reliable. Other form of precaution includes installing an up-to-date antivirus in our gadgets and devices, antivirus handles all the suspicious mails, junk files and programs in our devices and cleans them out, leading to our safety while surfing.

Another aspect of safeguarding our security on the internet is revoking the third party access of apps and programs that are commonly used on the internet. This helps to maintain data integrity, privacy and trust between brands and their customers. Brands should not violate the user’s rights of privacy by sharing their information to other sites without permission. As a result of information sharing, people are lured to risks of having their credit cards amongst other financial details stolen or exposed, thereby paving a way for attackers to get this easy.

Visiting trusted sites and web pages can also be a caution against insecurity on the internet. Unknown sites and web pages can be a hunting ground for cyber criminals where attacks over the internet are carried out in, avoiding this sites can save a lot in terms of security and threats. Users and account holders should be aware when visiting some sites or pages to avoid them being hacked or being spammed.

Other aspect of internet security includes creating online content that doesn’t bring favoritism or even discrimination to others, this may be against their religious beliefs, ethnic backgrounds or even economical classes. This judgmental facts may draw conversations on the social media that may humiliate others thereby leading to cyber bullying. To avoid the fuss people should keep respect to other peoples’ opinions and ideas while interacting.

In conclusion, social media is a powerful tool to communicate, to educate, exchange ideas, market goods, buy goods or even build brands among other aspects. Alternatively, people should not misuse this sites to spread hatred or malice against people, companies or brands. To halt cyber crimes, different parties, organizations or agencies should bring up ways to a more developed internet infrastructure that is designed with security mindset. Information security experts, government officers, in conjunction with intelligence agencies should invent tools that controls and adapts to the future risks and threats of the internet. Users should check security policies and be aware of unknown emails and links provided by unknown users.