Airport Security And Security Risk Assessment - 906 Words

Airport security risk assessment More than ever businesses rely in a reliable network for their everyday business transactions. Security for a network is the cornerstone of data security, integrity and accessibility. New trends in cyber security and network breaches have impelled stakeholders to implement better security measures and techniques that adapt to many new protocols, manufacturers devices and cyber security laws. Businesses are challenged to providing secured networks and to complying to data protection, data privacy and data integrity. A network for an airport should be public and very secure. An approach to the design of a challenged network security plan of an airport is imminent to protect data of customers and every stakeholder. An airport network security plan is sometimes expensive, but it is a ROI. As a general rule for security this risk assessment will focus mainly on a return for value. A diagram of the airport network topology will illustrate the rationale of the security risk assessment and a detailed description of the concepts. Stakeholders are the network security team, the desktop team. Airport employees, the travelers , the guest and everyone using the network in general. Fig 1. Airport network security diagram. For a system or company to succeed a good security plan needs to be implemented and a strong hardened network is . Fig1 illustrates the diagram for the security assessment plan for the airport.Show MoreRelatedAviation Security And Airport Management1150 Words   |  5 Pages2701 Aviation Security Airport Management Individual Essay Name: FUNG, Ching Yan Zara Student Number: Z5054510 An efficient and secure aviation system is essential within Australia’s aviation industry since it connects cities and Australia to the rest of the world. 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It assesses the weaknesses of facilitiesRead MoreAirport Security : Technology Versus Common Sense1476 Words   |  6 PagesAirport Security: Technology Versus Common Sense On September 11, 2001, roughly 3000 innocent people were killed in New York, Pennsylvania and Virginia from a series of ruthless coordinated terrorist attacks which were carried out in the air. These attacks forever changed airport security measures throughout the United States and the World. The attacks resulted in the immediate creation of the Transportation Security Administration, which was stood up to increase airport security measure to preventRead MoreTerminal B Of Laguardia Airport Essay1245 Words   |  5 PagesFirst and foremost, it is important to state that the risk approach for the Renovation of the Terminal B of LaGuardia airport, follows the ATOM Risk Management Process. So, for an effective identification of risks associated to the Renovation of the Terminal B at LaGuardia airport, we have gone through a review of information about the project documents such as the project scope statement and project schedule management plan. Among the different risk identification methods existing, we have privilegedRead MoreEvaluating The Nist 800-39 : Managing Information Security Risk928 Words   |  4 PagesInformation Security Risk to generate a response for each risk. Note that three of the identified risks are global, three relate to physical assets, one is an intangible asset...According to the NIST SP 800-39, AAE could use five strategies to respond to risks. It could chose to: 1) accept risks, 2) avoid risks, 3) transfer/share the risks, 4) mitigate risks, or 5) avoidance risks. Following are the recommended risk responses along with the recommended strategies generated by AAE for the assessment: RiskRead MoreCivil Liberties in the Aftermath of 9/111173 Words   |  5 Pagesanother attack like this or they would be driven out of business. As it was, their stock prices collapsed and passenger schedules did not return to pre-September 11th levels for four years. All previous security plans were judged to be useless and inadequate, and were taken out of the hands of private security contractors and turned over to the federal government. New and more restrictive laws like the Patriot Act came into being, and the U.S. launched an all-out war on Al Qaeda that has continued for elevenRead MoreAviation Security : The Security Threat, Securing Perimeter, And The Transportation Security Administration ( Tsa )1290 Words   |  6 PagesSecurity is one of the most important departments in aviation. Without security in aviation it would be extremely vulnerable to threat, harm and accidents to passengers, employees and aircrafts. Aviation has been threatened for decades now. From bombings and hijackings since the 1960s to the recent bombing in Brussels. It wasn’t until 9/11 when America knew there was a big gap in the security infrastructure in aviation. So what exactly is aviation security? Aviation Security is techniques and methodsRead MoreScreening at Aiports After September 11, 2001 Essay1345 Words   |  6 Pageschanged the security of aviation throughout the nation. After 9/11, the image of general aviation (GA) was tarnished because the 9/11 hijackers trained in small GA aircraft in the United States (Elias, 2010). Even though the hijackers trained on GA aircraft the area of aviation that experienced the largest overhaul is screening at public airports. Many experts say that since general aviation airports vary intensely in characteristics it would be difficult to implement intense security to all of theseRead More Changes in Air Travel Essay1088 Words   |  5 Pageschecked baggage and improve passenger screening procedures. The Transportation Sec urity Administration (TSA) was chartered to oversee these changes. The major obstacle was old antiquated equipment that was unable to handle the demand which resulted in a significant delay in time it took to process passengers. With the recovery of the airline industry since the attack the challenge is how passengers move through the airport quickly and efficiently. Through the history of air travel there have been manyRead MoreThe Use Of Airport Information Systems Between Civilian And Military Airports1412 Words   |  6 Pagesthere is a significant need for the use of Airport Information systems between civilian and military airports, a correlation research study is planned. Information will be compared from Class B military and civilian airports in three regions in the United States that average similar air traffic. The dependent variables are airports whose systems that do not allow to process information efficiently. Information systems are integral part of how airports are run efficiently and safely and it varies

Love and Deception ( the Chaser) Free Essays

Love and Deception Love is a feeling a personal attachment to your spouse or lover. Love can also be sexually passion or desire to other. A false appearance and to be unfaithful to your spouse or lover, is called deception. We will write a custom essay sample on Love and Deception ( the Chaser) or any similar topic only for you Order Now Love life always ends up the relationship if it started the deception. As in the short story â€Å"The Chaser† by John collier in which the character called Alan Austen a young boy loves the girl very much but wanted to start the relationship falsely. Love life always the true and happy life but life with deception always ends up the relationship. Alan loves a girl name Diana. He was ready to do anything to get his love. In order to get Diana’s love he decided to buy a love portion from an old man who makes those kinds of portions so even she can fall in love with him. He wanted to Diana to have the same feeling as he has for her There are many stories some are true and some are just fantasy that shows that in love or/and for love people can do anything. one of a famous story that must have inspired many lover. Yash Raichand and Rohan are friends like family, when Yash’s wife Mrs. Nandani gives birth to a baby boy name Rahul , Rohan helps the couple bring up there child with most care. Years later the two friends have separated, Rohan lives in a shanty house, works as a mechanic and is the father to a young girl Priya while Yash is a wealthy industrialist and lives in a spacious bungalow. In order to collect huge amounts of fund from abroad for good living Rohan decides to leave Priya in the care of the Raichand’s family. Everything was going well Priya as she is became friend with Rahul which eventually changed to love, Nandani finds out about Rahul and Priya’s relationship and approve of Priya as her daughter-in-law but Yash is quite unhappy with the relationship as he have plans to get Rahul marry to his business partner’s daughter Champa so he insults Priya and throw her out of his house. Rohan returns and is angry at the treatment his daughter receives and leaves the house immediately with his daughter. Rahul too is unhappy with his dad’s decision and he also leaves the house deciding to marry Priya with the blessings of Rohan. But Rohan refuses to accept Rahul and the only way Rahul can win Rohan’s consent is if he proves that he can earn money by his own sweat. He did all the hard work he could and earned some money. He gave that money to Rohan. He got convinced and agreed with their relationship. And they lived happily ever after. Alan did felt in love with Diana but he wanted her to love him by using a love potion. Love potions that can make people fell in love deeply with you but that love is not a true love its deception. Alan wanted to deceive Diana. The portion did make Diana fall in love but that wasn’t true love. Another fantasy story that shows that deceiving someone can affect your life in a negative way. This story is not about any love potion but it is about deceiving. This story tells the story of Akshay who one day meets a young and beautiful woman called Pooja and he falls in love with her at first sight. But Pooja doesn’t love him, because she has no such feelings for him as he has for her. Akshay turn crazy in love with Pooja and couldn’t find any more ways to persuade her than he tried to commit suicide but his suicide attempt was unsuccessful since he was saved by his best friend neha and Pooja finally falls in love with Akshay. Little by little Akshay began to know that he is in love with a criminal daughter and her father owes 60 million to the underworld don. Akshay decides to help Pooja by grabbing the money for her because he is in love with her, Akshay tries to rob Vikram but gets caught. Vikram, is an Internet hacker, he agrees to help Jai on condition that he takes the blame for the Internet thefts. Akshay agrees, gives the money to Pooja and turns himself in. The accounts that were hacked by Vikram belong to underworld don, chota don, who wants revenge from the hacker. On hearing that the thief has been found, Babu tries to capture Akshay, who escapes. With both the police and the underworld after him, Akshay goes to Pooja’s apartment. He finds Vikram there and realizes that he has become the fall guy for them both. He escapes from the apartment, but is shot and assumed dead. He is, however, alive and will not rest until he gets to take revenge against Pooja and Vikram. But at last Akshay killed pooja and rein vikram in such a way that he had to distribute the remaining money to charity. Vikram is all alone without his girlfriend and his life is meaningless for him. Love is good love is awesome it’s what every other human want in life. Love is good only when it starts with honesty and with truth. But if it starts by deception it’s not a true love and it always ends the relationship with your lover or spouse. We should be aware so what are true love and what deception is, if you want your life to be good. I have and I will be aware of it. I have seen family being separated because of being deceived and also family living happily as their love life is good and started with honestly. How to cite Love and Deception ( the Chaser), Essay examples

Music performance essay Example For Students

Music performance essay Performed their first concert in the auditorium, in front of several classes to enjoy playing a variety of instruments such as the electric guitar, ukulele, drums, keyboard, and acrostic guitar. The class performed three stylistically different pieces during the concert, which are Radioactive, Stand By Me, and Warriors, that allowed the audience to experience the various sounds of music. Like all music, these songs tell a story. To begin with, during the event there were many positive aspects of the reference. For example, while the students were singing and playing their instrument their facial expressions were happy and confident. This showed the audience that during the performance there werent any mistakes, or errors and everything is well balanced. However, there were some sections that the students could have improved on the next time they perform. For instance, during the performance the students lacked vocal clarity. The students vocal chords werent clear and well balanced. Furthermore, the audience was disrespectful. They did not pay attention as much as hey shouldve, which led the students performing feel insecure about playing their instruments and singing the songs. Thus, the students should try to not be impacted by the audience. In conclusion, the concert at l. S. 230 was an enjoyable afternoon full of great music and intellectually stimulating experiences of music that I would not have listened to if not for this performance. Diversification is an important lesson to learn when viewing music because all music has roots from another genre and recognizing this makes you more diversified as an individual. Music performance essay By cupcakes

Where Are You Going, Where Have You Been Causes of Connies Tragic End

Joyce Carol Oates is considered to be one of the most captivating authors to choose from. Her novels and short stories introduce numerous themes, which are really significant for both men and women of any age. Her Where Are You Going, Where Have You Been? was written in the 1960s as a kind of response to the events in Arizona, connected to the times, when one man raped and killed several girls. Advertising We will write a custom essay sample on Where Are You Going, Where Have You Been? : Causes of Connie’s Tragic End specifically for you for only $16.05 $11/page Learn More This is why realism and real life cruelty are the things, which are inherent to this story and turn out to be really significant points for any time. The interactions, which happen between Arnold Friend and Connie and several rather provoking moments, connected with Connie’s young age, immaturity, and her family’s lack of understanding, lead the story and Connieâ⠂¬â„¢s life to tragic end. Lots of students and ordinary readers find Where Are You Going, Where Have You Been? as a really educative story that â€Å"captures so well their own sense of rebellion against their patriarchal mothers, in particular, and family and society in general† (Doll, 94). Lots of young girls try to become independent early than it is really possible; they try to pay the attention of other people to their appearance, their hair cut, and their style, but they do not really comprehend that their behavior is not that appropriate. Connie faces certain problems within her own house: her mother cannot comprehend her daughter’s intentions and compare her with her sister constantly. The mother does not want to search for the necessary way to help her daughter; she just let Connie be more closely to the culture phenomenon and be under a threat to choose a wrong way. â€Å"She was fifteen and she had a quick, nervous giggling habit of craning her neck to gla ce into mirrors or checking other people’s faces to maker her own was all right† (Oates, 25). To my mind, this very age requires thorough attention from parents’ side: a child should feel her relatives care and support. If there is no chance to find such kind of care, the child starts paying attention to numerous real life examples and does not have an opportunity to comprehend what is wrong and what is good. This is why this lack of parents’ comprehension and support is one of the major reasons, which cause Connie’s tragic end. As Connie does not see any support from her family’s side as they â€Å"fail to become involved in a meaningful way in her life† (Seibel, 367), she starts searching for something outside. Arnold Friend turns out to be one of those people, who were eager to provide this little girl with the necessary support. His criminal past and his cruel intentions are not the main reasons, which may lead to the tragic end. T o my mind, they are just the other consequences, which appear as a result of family situation and personal uncertainty. I do agree with the author’s ideas as for the relations between the members of the family. If parents are not able to provide their child with the necessary support, this child may face numerous troubles and unpleasant situations, which lead to the tragic end. With the help of one concrete situation, Joyce Oates demonstrates how one or two misunderstandings may influence the future of a person, the future of a child. Advertising Looking for essay on american literature? Let's see if we can help you! Get your first paper with 15% OFF Learn More Arnold’s criminal past and his terrible attitude to other people, young ladies in particular, is not the reason that leads to Connie’s tragic end. Connie’s family, parents’ inattentiveness, and teenage culture – these are the major factors, which lead to the tragic end o f the major character of the story under consideration. Works Cited Doll, Mary, A. Like Letters in Running Water: A Mythopoetics of Curriculum. Lawrence Erlbaum Associates, 2000. Oates, Joyce, C. Where Are You Going, Where Have You Been? Rutgers University Press, 1994. Seibel, Hugo, R., Guyer, Kenneth, E., Conway, Carolyn, M. Barron’s MCAT: Medical College Admission Test. Barron’s Educational Series, 2008. This essay on Where Are You Going, Where Have You Been? : Causes of Connie’s Tragic End was written and submitted by user Mae Roy 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.

High School and Mel Thomas Essay

High School and Mel Thomas Essay High School and Mel Thomas Essay Idalis Pooooi Mel Thomas’ hard work and dedication marks her as an inspirational and admirable role model. Mel Thomas is from Cincinnati, Ohio, born on August 26, 1985. It was in Sixth grade, that she fell in love with the sport of basketball. It became the central focus of her life. Mel joined the UConn Huskies in 2004, where she continued the tradition of UConn women's basketball student-athletes who have succeeded at the highest levels both academically and athletically. She was a three-time Big East Academic All-Star, and is a graduate of UConn's highly regarded School of Business. Mel was named co-captain of her team in both her junior and senior seasons. Geno has been scouting her since she was a sophomore in high school. â€Å"My dreams of a National Championship started early.â€Å" During Mel’s senior season at Mount Notre Dame High School, she led her team to a perfect 28-0 record and the school’s first Division I Ohio State Basketball Championship. â€Å"Mel Thomas will always be remembered as one of the toughest kids ever to play at UConn. That is saying a lot, considering the many great players who have played here! â€Å" Says her coach, Geno. Mel finished her career with 1,098 points and ranked fourth in UConn history in three-pointers made with 224. Mel was a member of the United States Pan American Games team in the summer of 2007 as the U.S. won the gold medal for the first time since 1987. Thomas struggled during her freshman season. In her sophomore season, she was named the Big East’s Most Improved Player. She started all of the Huskies’ first 28 contests before sitting out the final two games of the regular season with a sprained right ankle, which she got in the Syracuse game on February 2, 2006. The next season was her breakout season. Thomas started in all 36 games as the Huskies’ shooting guard and tallied double figure points in 16 games, including three 20-plus scoring efforts. She made at least one 3-pointer in 35 of 36 games. In her junior and senior seasons, she co-captained the team with Renee Montgomery. She spent the summer prior to the start of her junior season playing for the USA Pan American Games Team, which became the first U.S. squad to capture the gold medal at the Pan American Games since 1987. In her senior season, Thomas scored her 1,000 point of her career against the Virginia Cavaliers on December 5, 2007 in a 75-45 UConn win. Nine games later, her season was cut short due to tearing her ACL and lateral meniscus against Syracuse on January 15, 20 08. On January 21, 2008, against the University of North Carolina Tar Heels, Thomas was honored with her 1,000th point ball in front of a sold-out crowd at Gampel Pavilion.While sidelined with the injury during her senior year she wrote in a diary everyday and it later was made in to a book that she published called "Heart Of A Husky". She finished her UConn career

How to Answer the Whats Your Perfect Day Interview Question

How to Answer the Whats Your Perfect Day Interview Question Recently, it came out that Facebook’s head recruiter’s favorite interview question to ask is more like a personal essay question. â€Å"On your very best day at work- the day you come home and think you have the best job in the world- what did you do that day?† Now that this is making the viral rounds, don’t be surprised to hear it in your non-Facebook interviews as well. Here are some tips for breaking the question down and being ready to pounce on it. If you have a upcoming job interview, make sure to go over these 10 toughest interview questions.DO understand what the question is probing.This is a test to see what you value and prioritize in your work life. Your perfect workday is what you want to achieve- just on a more micro level than the ol’ â€Å"Where do you see yourself in five years?† question.DON’T take it literally.Don’t take the interviewer through your teeth-brushing, your miraculously easy commute, your cappuccin o waiting on your desk when you get to the office.   Consider it more of a highlight reel of the best moments of that ideal day.DO tailor your answer to this job.This isn’t the place to debut your fantasy career as a tennis pro. If the job you’re interviewing for includes managing a team, talk about how the day includes productive meetings with your squad (leadership skills). If you’ll be in a marketing role, talk about how the day would include a breakthrough by using a new form of digital media (tech-savvy skills and being results oriented).   This question is a great way to wave your passion points in with the skills you want to emphasize in the interview.DON’T make a joke out of it.This is a legitimate question, and the interviewer wants a sincere answer. It might be tempting to say that your perfect day involves skipping work and sipping fruity drinks poolside. Resist that urge.DO include specifics.You can use your own professional goals to creat e specific scenarios that would make you feel fulfilled. But again- make sure this matches up to the job description. If you have a particular goal, especially one that aligns with the job for which you’re interviewing, work that in here.DON’T spin an epic story.Keep it brief, like 2-3 points. Hint: if you start including characters with backstory, you’ve gone too far. Never forget that you’re in a job interview, not a casual conversation.DO be authentic.If you’re passionate about an aspect of your career, here is an excellent chance to gush about it. The interviewer is trying to gauge your personal relationship to your job, and this question is an opportunity to show how connected and committed you can be.As interview questions go, this one is actually a pretty useful one to consider for your general career goals. Long before you step into any interview, you should know what makes you tick, professionally. And being able to focus in on that in an interview will make you a stronger, more confident candidate.

Respond to the online discussion about movie High Noon Essay

Respond to the online discussion about movie High Noon - Essay Example However, you have jointly discussed the position of Helen and townspeople where you should have elaborated Helen’s role in detail since she did have good will within her intentions which the townspeople did not! By saying this, I am not supporting Helen in her decision of moving out of the town. I just want to say is that you should have clearly indicated that having good will is not enough to make an individual’s action morally justified unless it is accompanied with practical action. 2. I agree with you when you rightly analyze the role of Kane as a moral activist fighting not for personal satisfaction, but for a moral cause. But you sound too confused about analyzing the role of Amy, particularly when you say, â€Å"Amy wanted Kane and this is what guided her, but at the end she dropped everything she believed in just so she can help Kane. Is this a selfish act or a dutiful act?† Kane was just as much husband to Amy when she decided not to stand by him when he was when she chose otherwise! It is obvious that she felt good will and her action was driven by her motivation to help her husband out of the trouble as a dutiful wife. She was truly a moral activist. You did not at all discuss the role of Helen and townspeople as was the requirement of the question.

My Ethical Theory Essay Example | Topics and Well Written Essays - 750 words - 1

My Ethical Theory - Essay Example Consequentialist ethics â€Å"holds that the moral rightness of acts, which holds that whether an act is morally right, depends only on the consequences of that act or of something related to that act, such as the motive behind the act or a general rule requiring acts of the same kind† (Standford Encyclopedia of Philosophy 2011 a). This is not utilitarianism which â€Å"generally held to be the view that the morally right action is the action that produces the most good† (Stanford Encyclopedia of Philosophy b 2011). It is not also virtue ethics because it does not mean to do just for the sake of being good. Considering the potency of the drug curing many social ills and making people happy, it would be dangerous to keep It secret. One way or another It will leak out and when it does, It will be blown out of proportion. Worst, if It falls into the wrong hands, it would be misused and will only be used for profit and personal gain. The only benefit of keeping the drug secret is that the one who manufactures it will not have to answer a lot of questions. Keeping the drug open will invite a lot of curious questions. It can be tiring but when these inquiries are handled properly, they can actually illuminate and foster understanding and appreciation of the drugs. The negative consequence of bringing the drug into the open is that there may be businesspeople that would become interested in the drug and would use inappropriate means to have it. The ethical principle in my system that would be applicable in judging whether I should use the drug or not is the determination of whether the use of it will do me good or not. The drug has already been scientifically proven that its users felt happy, never violent, never depressed, always in a good mood, quick to laughter and, in general, of  a positive outlook.  

Music History Essay Example for Free

Music History Essay Music, as they say, is a universal language. Unlike dialects, music can be understood by many sans, the lyrics spoken in a different country. The simple humming of a child, done in mostly minor chords, can make everyone feel a little emotional or sad. A happy song filled with trumpets, saxophones and lively guitar tabs can make people excited and get them all to dance. Music can unite people regardless of their age, gender and race, which is why it is considered a universal language. Through Those Years The history of music dates back before the 1800s, but that is only to put a legal timeline to the evolution of music. Since music is universal, it is then safe to say that it has started even in the beginning of the world. The first human beings, or the first animals, for that matter, depended on sounds that make up a structure filled with patterns that were easily remembered, which conveyed a meaning and made people do things like hunt for food, identify where the predator or the prey is, or go where they should go. Music was a sign and a symbol that represented something (Murray, 2004, p. 773). Technically, though, music before the 1800s existed already, in a more technical sense of the concept. Music was then not just a collection of different sounds. It became a study where people researched about it. During the 18th century, the book entitled History of Music was written and published by GB Martini. Its original title was Storia Della Musica. Other books followed after GB Martins, and among the many books that were published after the first one were De Cantu de Musica Sacra and Scriptores Ecclesiastici de Musica Sacra. The types of music being studied, during these times, were classified as sacred music (Murray, 2004, p. 773). During 1800-1950, the evolution of music can be seen and musical history was being more defined. It didn’t take too long when Johannes Wolf started to do more studies about music, specifically the type of sound that emerged during the Medieval and the Renaissance times. Musicologists depended much on the studies conducted by Johannes Wolf. Because of this, a branch of art called historical musicology was termed and developed. This branch of study became a significant part of the Baroque music. It also became an instrument to the development of music during the Medieval and the Renaissance era. In particular, the movement of original performance has a lot to do with the scholarship associated with the history of music. Musicology became a big part of the arts, and became more and more developed as time passed by. It soon became a field of study. Consequently, journals, researches, articles and new analyses are being developed to branch them out altogether, in order to produce more studies to be published. Music was being more defined as years went by, and it was spreading like fire all over the world (Murray, 2004, p. 773). Ancient Music To understand the history of music and how it changes, it is then best to use a chronology to explain the turn of events. First there was ancient music. This type of music reflects all the types of music that developed in the different parts of the globe, like Mesopotamia, Egypt, Rome, Greece, China, India and Persia. In fact, music was already popular and rich in countries like Rome, Greece and Mesopotamia. Whatever was audible to the people were characterized through basic scales and tones, and then came music. Music spread throughout history through systems, either written or oral (West, 1994, p. 13). The definition of ancient music differs from time to time because of how much music is already revolving, and is continuously revolving. Today, if one defines ancient music, he can say that it is the modern sound that still resembles whatever is folk and traditional in that country. Today, there are modern sounds that Muslims, Egyptians, Jews, Asians, Persians, and Indians produce, but still has not left behind the oldest and most basic of original ancient music (West, 1994, p. 13). Persia, for example, flute, lute and guitars were already being played. Religious rituals were not complete in Persia without music. Music was significant in the lives of the Persians, especially in their spiritual life. It was in Mesopotamia where the first traces of writing were seen. It was the same time when researchers and historians traced instructions for music. The traces were fragmentary, but the authorities were sure that there was music during this time in this place. In fact, music was in made in thirds when it comes to harmony. The scales of the musical pieces produced were even diatonic (Leichtentritt, 2007, p. 14). Up to this day, though, how the researchers can interpret the symbols in the ancient Mesopotamia is not a hundred percent clear. There are still controversies that have yet to be discussed and settled. The interpretation of the symbols remains to be vague. But one thing is sure; all the notations made on the cuneiform tablets were clearly that of the tunings and strings of a musical instrument called a lyre. It was also during this time when harps were invented and became a big part of the history of music (Leichtentritt, 2007, p. 14). In India, ancient music was also active. Indians were always enthusiastic when it comes to the type of musical instrument they were playing. Musical instruments were all around India. This can be proven by how much instruments were amassed from the Indus valley civilization. Archaeological sites can prove all these. Indians had forms of music that includes Samaveda, Rigveda and Samagana. Their music was characterized from hymns, verses and melodies. It was in religious rituals where music was used the most. Indian music had basic ingredients to make a sound â€Å"Indian. † During the first part of a song, Shadja is always established. The grama, in this case, is being defined. Grama is the Indian term for the note of the scale. Indian music also lives by the two principles of consonance, which involves Avinashi and Avilopi. Avinashi is a fundamental note that should always be present in a musical piece, and with Avilopi it means that the note should never change, and that it should always stay there in that particular music piece, according to Leichtentritt (2007, p. 14). Greek’s music has evolved through time. The Greeks have original musical notation style. They developed their own, no matter how robust it is. While it is true that the best musicians in Greece did not necessarily use their musical notations produced originally, it cannot be denied that a lot of Romans and Greeks still use of that original musical notation. Greek music was not exactly monophonic, although this was almost established with their style of music (West, 1994, p. 13). There was always more than just a note to be sounded at a similar time. Double pipes and bag pipes were mostly used. These can be proven also by the ancient drawings seen on the vases and the walls of Greece. Even the oldest Greek books had authors who were able to describe what different musical techniques were being used during these times. Double flutes were also popular in Greece (West, 1994, p. 13). Middle Eastern After the Ancient music came the Middle Eastern music. Middle Eastern music was rich in that it was characterized by different styles from different regions. When one goes to the Middle East, there are different types of music that can be seen, like â€Å"zajal, Turkish folk music, Turkish classical music, sha’abi, Sufi music, rapbesk, rnbesk. Somali music, pizmonim, Persian folk, Nubian music, mawwal, Kurdish music, Egyptian Chaabi and el-Gil, Egyptian Classical music, Berber music, Arabic Andalusian, Arabesque music, Arabic rap, Arabic pop, Algerian rai and Arabic Classical Music (Stanley, 1997, p. 126). † The Islam community displays its great influence coming from the Middle East music. In fact, as the Islam used music in their rituals, Middle Eastern music spread even more quickly. The identity of Middle Eastern music is defined from the melody which is still present today in modern Middle Eastern pop and liturgical music (Stanley, 1997, p. 126). Classical Music Music evolves all around the world. In the West, music has gone a long way from the classical compositions of great masters like Wolfgang Amadeus Mozart, Ludwig van Beethoven, Carl Philipp Emanuel Back, and Franz Schubert to the catchy modern pop songs of today. It’s kind of hard to imagine how music has evolved from those grand compositions to the contemporary quirky beats we listen to today, but that just proves how quickly music transforms according to the needs of the people (Stanley, 1997, p. 154). The Classical period in the West dates from about 1750 to 1820. Classical music refers to various styles of music with roots in the secular and liturgical European musical traditions of the 9th century. This type of music is characterized by romantic melodies using instruments like violins and flutes (Stanley, 1997, p. 154). One striking characteristic of classical music is its elegance. This elegance is achieved by the composers’ close attention to balance and proportion. For this reason, classical music never becomes obsolete. Up to now, many people around the world, whether they live in the West or not, still listen to classical music. Some people study their structures and attempt to recreate classical music using modern instruments. Others simply enjoy their relaxing melodies, which may aid them to concentrate on their tasks or even sleep better. There is even a concept called â€Å"Mozart effect†, as explained by Stanley (1997), which says that children who are exposed to the classical music of the great genius that is Mozart are able to concentrate more on their tasks, thus resulting in better performance in school. This is just one example of the newly discovered benefits of music that are surprising ordinary people and experts around the world (Stanley, 1997, p. 8). Western Music through the Years As the power of the West became stronger and reached farther into different corners of the globe, music itself has gained the imprints of Western culture. More and more people heard and recognized the merits of Western music. Countries that were once colonies of Western countries are especially influenced by Western music because the language barrier is weaker. Today, the dominant music is the world comes from the West. Classical, blues, jazz, rock, hip-hop, ballads, R n B – all of these have roots in the West. The amazing thing is that since music is universal, people of different races and cultures around the world can appreciate these Western genres of music. Western music may influence local music, but the traditional character of music never goes away. For instance, in Japan today, pop music has obvious Western overtones, but most pop hits are all sung in Japanese. J-pop, as Japanese pop is locally called, is influenced by Western music in a lot of ways, but its characteristics are still a lot different from Western pop music. The Music of the ‘40s and ‘50s The invention and mass production of radios during the 1940s and 1950s facilitated an amazing development in musical styles. In many ways, World War II has also changed the face of music dramatically as people expressed their disappointments and rebelliousness against the war through music (Melton and Weinstein, 2001, p. 17). Rock and roll has its roots in the 1940s, along with other musical genres such as country, jazz, swing, folk, and boogie woogie. In the United States, different musical styles were expressed by different races. Blacks had difficulty hitting the mainstream until the king of rock and roll, Elvis Presley, sang rock and R n B. Elvis was able to show the whites the excellent beats of rock music, which made its crossover into mainstream a lot easier. Elvis eventually became one of the biggest icons of rock and roll in the United States and around the world (Melton and Weinstein, 2001, p. 17). The Music of the ‘60s and ‘70s Music received huge social influences again during the 1960s and the 1970s because of the Vietnam war, the Cold War, and the spread of the Civil Rights movement. During this period, music clearly became a platform for various causes, including feminism, race empowerment, sexual freedom, and other liberal ideas (Frith, et. al. , 2001, p. 77). There are many musical icons that gained fame during this tumultuous period in musical history. Musicians like Joan Baez and Bob Dylan pioneered new techniques in lyrical composition. These new techniques inspired more artists such as Cat Stevens, Carole king, Elton John, and James Taylor to create their own groundbreaking chart-topping hits. The ‘60s were filled with R n B hits that were a combination of secular and gospel music. Different kinds of soul music emerged in this time, including Philly soul, Memphis soul and Motown. Popular artists such as Marvin Gaye and James Brown also found fame and fortune in the 1960s (Frith, et. al. , 2001, p. 77). Of course, music in the 1960s and 1970s cannot be discussed without mentioning the band that is probably one of the biggest influences of contemporary music: The Beatles. John Lennon, Paul McCartney, George Harrison and Ringo Starr drew huge crowds to their concerts and sold millions through their hits. The band not only became huge in England, but also in the United States and in other countries as far as the Philippines (Frith, et. al. , 2001, p. 74). One of the amazing things about The Beatles is their ability to change the musical landscape. While their early hits had rhythms and melodies that have the basics of rock and roll, their later albums explored new horizons. Their album, Sgt. Pepper’s Lonely Hearts Club Band was ranked by Rolling Stones magazine as the greatest album of all time. This recognition is due to the immense influence of this album on the musical styles of later genres of music (Frith, et. al. , 2001, p. 74). Music of the ‘80s and the ‘90s Western music continued to gain wide acceptance around the world during the 1980s. New Wave, hip-hop, punk rock, and heavy metal increased their markets and new musical stars were born. New Wave experimented with electronic sound and catchy, playful beats which people danced to. The various styles of rock music provided the youth the avenue to express their adventurousness and rebelliousness against the fast-paced modern world. During the 1990s, grunge musicians led by the band Nirvana took center stage in the music world. Their honest and rough lyrics reflecting the confusion and apathy of the youth, and their loud, distorted riffs gained millions of fans in the United States. Meanwhile, hip-hop also gained wider popularity as hip-hop stars such as Dr. Dre and Puff Daddy broke into the music scene with fresh raps and rhythms (Chambers, 2002, p. 166). The 1990s were also notable for the huge popularity of boy bands, which are boy groups that sang ballads with catchy beats and lyrics. Some of these boy bands included Backstreet Boys, NSYNC, Westlife, and A1. Boy bands became hugely popular because of their romantic songs which people can sing and dance to. Another group that is worth noting is the Spice Girls who originated from the United Kingdom. This group symbolized the power of women through their songs and videos. Interestingly, the Spice Girls were a hit for both males and females. After the Spice Girls, many other girl bands soon formed, but none of them reached their extraordinary level of popularity (Chambers, 2002, p. 166). The State of Music Today Today, contemporary music is still strongly influenced by the West. Pop, rock, hip-hop, R n B, and other genres have Western musicians leading the pack. Local music in different countries, though, are also gaining wider acceptance by fusing with the dominant music of the West or borrowing some of its elements. Music today is also crisper and clearer; thanks to the high level of technology that humans have achieved through science. Albums are released in CDs or DVDs, and they can also be downloaded on the Internet. Storage of music became a lot simpler, too. Before, you need bulky gramophone records to store music. Now, all you need is a tiny universal serial bus (USB) storage device to archive all the music you want. MP3 players have also made listening to music easier since these devices can be worn or slip inside a pocket. People can now go anywhere listening to their favorite songs. The West has no monopoly over music, though. All around the world, many people are rediscovering the beauty of their own local melodies, and they are breathing new life into them again in the form of world music. This musical style makes use of indigenous instruments and they usually are not accompanies by lyrics. Less popular genres like this are usually produced by independent producers, thus the term â€Å"indie. † Indie though, has its own market and continues to grow in popularity as people try to taste new musical types (Chambers, 2002, p. 166). The Human Experience of Music People change as music transforms as we’ve seen in our discussion of the long continuing history of music. Music is an expression of the culture that gives birth to it, and it constantly bends as various influences impinge upon it. It is an art form that never stays the same, but evolves through time. Music though doesn’t transform on its own. Historical events shape music as they shape the lives of people. The art form becomes a reflection of the hopes, dreams, and grievances of the people that create and listen to it. We can see this clearly in the rebellious attitude of the music from the ‘40s and ‘50s because of World War II, and the free spirit of the music from the ‘60s and ‘70s as it protested against the Vietnam War and the Cold War (Frith, et. al. , 2001, p. 77). In many ways, musicians deliberately voice out their protests through the songs that they sing. For example, John Lennon’s â€Å"Imagine† is a clear reaction to the dangers of the Cold War and other social inequalities at that time (Frith, et. al. , 2001, p. 77). However, music doesnt always send clear messages all the time. In fact, most of the time, composers unconsciously express their sentiments and the sentiments of their generation through the beat of their songs, or through their melodies. Perhaps the greatest thing about music is its universality. Since everyone can appreciate good music, the art form traverses national and ethnic boundaries, bridging people together no matter where they come from. Good music will always be good music regardless of a person’s educational or cultural background. Of course, a person may need to expose himself repeatedly to a new genre to appreciate its beauty. But it’s not difficult to do that if the genre is indeed good. The universality of music is now more apparent than ever before because of the Internet. Musical influences are easier to share ever since artists living in opposite sides of the globe can listen to each other’s work. It’s not only artists though who benefit from the cyberspace, but also the listeners. Downloadable MP3 songs are all over the Internet, some of them free, others for sale for a small price. With a click of a mouse, a person online can listen to Middle Eastern music, classical music, rock and roll, hip-hop, world music, or whatever genre he wants. Music is bringing people closer and closer to each other. Time and space are quickly becoming negligible factors as people find satisfaction and comfort in just enjoying different musical styles. Old styles themselves are disappearing as traditional barriers are broken and various genres fuse together to create new ones. The result is that people are able to understand each other better through listening to different kinds of music. People are becoming more tolerant of each other’s differences as they see that theyre all just human beings enjoying music The future is bright for musicians and listeners around the world as technology allows music to cross more borders. Soon, everyone will be able to appreciate a variety of musical genres regardless of their original countries or ethnic backgrounds. As people listen to their CDs, MP3s and musical devices, they will realize that their hopes and dreams are one. They will realize that while music came from different corners of the world, it speaks of the universal desire of human beings for unity and peace. Bibliography Chambers, Stuart. (2002) Yes: An Endless Dream of 70s, 80s and 90s Rock Music : an Unauthorized Interpretative History in Three Phases. General Store Publishing House. Frith, Simon, Will Straw and John Street. (2001) The Cambridge Companion to Pop and Rock. Cambridge University Press. Leichtentritt, Hugo. (2007) Music, History and Ideas. Read Books Publications. Melton, William and Randy Weinstein. (2001). The Complete Idiots Guide to Playing the Harmonica. Alpha Books. Murray, Christopher John. (2004) Encyclopedia of the Romantic Era, 1760-1850. Taylor Francis Publishing, Inc. Stanley, John. (1997) Classical Music: An Introduction to Classical Music Through the Great Composers Their Masterworks. Penguin Group USA. West, Martin Litchfield. (1994) Ancient Greek Music. Oxford University Press.

The Crucible by Arthur Miller Essay -- Essay on The Crucible

The Crucible was based in 1692 in and around the town of Salem, Massachusetts, USA. The Salem witch-hunt was view as one of the strangest and most horrendous chapters in the human history. People that were prosecuted were all innocent and their deaths were all due to false accusation of people’s ridiculous belief in superstition and their paranoia. The Puritans in those times were very strict in personal habits and morality; swearing, drunkenness and gambling would be punished. The people of Salem believed in the devil and thought that witchcraft should be hunted out. The play can be seen as a general statement on the effects that fear and fanaticism can have on human beings and how one person can cause such catastrophe. It is a purely a controversial play, so why write a play knowing the danger you were putting yourself in? Arthur Miller wrote the play because he was accused of being a communist; Miller attended meetings between communist writers. He was fined and given a suspended prison sentence. When he wrote the play, he focused on a series of true events, which took place in and around the town of Salem. As Miller saw what was happening around him at the time, he realised that he himself could not take any direct action, or speak out against the act of McCarthyism because he could put himself in danger. He did, however, realise that he could make other Americans see how they were acting towards each other and how paranoia were the main cause to this widespread hysteria. Realising that he has to prevent this hysteria from developing further was to write a play, in hope that the audience would see what the hidden meaning and message he was trying to portray, instead of being 'just a play'. Many thi... ...s and McCarthyism have similar beginnings and similar results. Such hysteria came about because of the excessive suspicion that was planted in the people's minds, by Parris and McCarthy. Despite this, it was Parris and McCarthy who primarily rise the hysteria that occurred. Such hysteria may occur today, dealing with the issue on terrorism. Racial profiling and accusations may be prominent in our country once again! If the right events and the right people trigger such a scare, our country could be in a state of mass hysteria as it was two times already. Despite the age of The Crucible there are many issues included in it that are still very relevant in the modern world to day. Due to Miller’s clever plot and distinctive techniques, he was able to bring the history to life. This play turned out to be one of the most relevant plays of the past and of today.

Is English killing other languages Essay

Abstract Is English Killing other languages? As we went on to know and find out what people think about question, we learned and observed people’s different opinion, rather we should term it as conflicting. Some say we cannot blame the English to be a language killer, world is changing and those who couldn’t survive die out, same theory goes for the languages also. While on the other hand people are very critical of the growing usage of English. A section of people also see it as a means of connecting cultures and promoting globalization. What we learned through working with questionnaires and interviewing people, is we cannot generalize anything, like yes this is it because majority thinks so, may be the next person you go to have a totally different opinion to say about it. It’s the person’s circumstances in life, his age, occupation, the environment he lives in, is brought up, that mainly shape his thinking process. Keeping in mind all these differences, and what we learned from people. We gave our best efforts to get a conclusion about this question. Contents Introduction Definition of Language Findings from people and sites, online discussions Extinct Languages in India Conclusion from interviews and questionnaire Final Conclusion Reference Appendix Introduction All over the world there is a concern about the disappearance of languages. Languages are dying in a very big way everywhere in the world. And who is to blame is the much asked question. And our topic for the project, â€Å"Is English Killing Other Languages† is a big question, whether we can blame alone English as the cause of increasing number of extinct regional languages or other factors are also at work. We went on to find out people’s notion to this question. Definition of Language We will begin by delving into the question that what exactly is a language. The answer that we get most often is that, it is a means of expressing oneself, and of communicating with each other. The dictionary will tell us that it is the method of human communication, either spoken or written, consisting of the use of words in a structured and conventional way. We can also add non-verbal communication on top of this. What we think often is true, but it is just one small aspect of what really a language. Language is much more. A major part of is dependent on communities of speakers†. In truth, language is far more than a means of communication; it is a carrier of the entire social history and cultural heritage of a people. Through language, we communicate words, norms, ideas, social practices, values and emotions . The entire culture of a people is encapsulated in what we call language. So it is just not a means of communication that we are talking here of, it is the entire culture that is at stake with a language becoming endangered or extinct. Gatherings from blogs and online discussion groups Having this definition of language in mind, we begin with what we gathered from people over the internet .Talking firstly about the Mark Tully, former BBC India correspondent who sees English from a completely different viewpoint. Mark definitely doesn’t see English as a language killer infact he makes one think the growing usage of English from a different perspective. What he says is â€Å"English is one of the advantages India has, which are said to be propelling it to economic superpower status. So Why not use it†. He clearly means us to reflect towards the job opportunities and many other things that English has created how it has helped India to improve its economy. Also Former editor of the Economist, Bill Emmott said  India fell short of china in almost every measure except ability to speak English .So why should not India built on its one advantage. Not only Mark and Bill many other people also see English as the means of creating more opportunities. People have also cited life changing experiences when they acquired the ability to speak fluently in English. On the other hand we also have people criticizing the growing usage of English language . As Nicholas Ostler founder of endangered languages [ELF] said â€Å"English is killing off scores of minority languages in its wake to spread, with English creeping in among younger generations everywhere as the language of mass communications and symbol of progress minority regional languages are becoming increasingly difficult to accommodate†. Marc Ettlinger PhD linguistics UC, Berkeley had also quite the same opinion. He says often Languages associated with a nation state kill minority languages as a function of Nationalized school where success is determined by knowing the dominant language. Also in Centralized government dominant language is crucial to finding a job. Social pressure to fit in with what everyone is doing. Urban migration and many other reasons. Fortunately in India government does promote other languages also. But by default nowadays the main language seems to be either Hindi or English. Because of English becoming a global language as well as important for getting a job. What mostly people think is that English is just a requirement in this globalized world. It makes us a global player. It makes us versatile. One definitely needs to adapt to it. This was all in what we found through people on net. Extinct languages of India Now looking at the extinct languages of India, referring to a survey and the reasons they say behind the increasing extinct languages. According to People’s Linguistic Survey of India, India speaks 780 languages, 220 lost in last 50 years. The survey was conducted over the past four years by 3,000 volunteers and staff of the Bhasha Research & Publication Centre. It concludes that 220 Indian languages have disappeared in the last 50 years, and that another 150 could vanish in the next half century as speakers die and their children fail to learn their ancestral tongues. Now the looking upon the reasons that they saw during the survey behind the languages being  extinct, is the small group of people using a language, increased use of English or other reasons that are responsible for this extinction. Firstly ruling out the option that the small group of people using a language is the reason for language extinction. Because history provides evidence that very large languages had also gone down sometimes. Latin is one example. The (ancient) Greek language is another, Sanskrit is the third one. A language does not have to be small in order to face extinction. That is the nature of language. So this equation that the government will come will do something, then language will survive, that has to be taken out of all thinking. It is a cultural phenomenon. And we can see that all over the world there is a concern about the disappearance of languages. Languages are dying everywhere in the world. Secondly, wherever the English language has gone in the last 200 years, it has managed to wipe out the local languages. But in India, English did not manage to do that because Indian languages have a historical experience of having to deal with two mega languages in the past – one was Sanskrit, and after that, Persian. So Indians know how to cope with English. And that is why even today, though so many of us use English as if it is our first language, we still do not pray in English, and we do not sing our songs in English. So English is not the reason. When a language imbibes words from outside, it grows. Languages grow by taking words from other languages. Every language is from beginning to the end, a polluted language. The threat will come. Hindi has its roots – there are 126 languages surrounding the Hindi belt.Because they are feeder languages, they feed into Hindi, they are the roots for Hindi. So the bottom line is Hindi definitely will not extinct and English certainly is not the reason for language extinction. English is the sky. The sky will not harm the tree, but if you chop the roots, a mighty tree can fall. This happened with Latin, and should not happen with Hindi. Out attitude of neglect towards smaller languages is a threat to larger languages, English is nowhere to blame.

Calvin Clain IMC Plan Essay

Executive Summary Calvin Klein Inc. formed in 1968 is typically associated with high quality apparel and intimate wear at a premium price, boasting strong brand equity and an extensive and global loyal consumer base. In 2003, CK was purchased by Philliphs-Van Heusen Corp (PVH), which now controls its operations. Calvin Klein has over time diversified into various business avenues, exploring the fragrances and sunglasses markets, which have assisted in generating business profitability, and fostering brand awareness and exposure. However, through gap analysis exploratory research, we have identified the men’s premium swimwear market as a potential market segment to penetrate. The proposal consists of developing a line of exclusive or limited edition men’s CK swimwear, made from the latest lycra fabric technology fostering increased support and comfort for consumers. The purpose of the following report is to outline a strategic integrated marketing communications plan considering the following elements; competitor & situational analysis, identification of target audience, defining campaign objectives, formulation of creative and communications strategy and evaluation of the campaign. Typically associated with a minimalistic (black and white) and controversial style of advertisement, our campaign seeks to maintain this specific brand image, whilst building brand equity. The ultimate objectives of the campaign include; increasing sales and profitability, generating exposure and awareness with potential customers and re-enforcing brand image and further building brand equity. These objectives may be achieved through developing creative and innovative marketing strategies and campaign, attracting the new target segment by diversifying into the swimwear market. The launch of  the limited edition of swimwear is strategically timed to take place parallel with the beginning of summer 2013, thereby seeking to capture the large market demand for mens swimwear. Introduction Product Description The Limited Edition CK men’s swimwear range is to consist of several difference styles of swimwear trunks, made from the latest fabric and fiber technology therefore fostering increased comfort and support for consumers. The concept of a limited edition range, reinforces the exclusivity of the CK brand. In developing an exclusive range, consumer demand typically increases as it is considered as an special opportunity purchase. Calvin Klein have not yet diversified into the swimwear industry, thus our limited edition range can be considered a trial or market test to establishing a more permanent presence in the Australian swimwear industry. How our Product is different †¢Incorporates the latest fabric (nylon) technology for swimwear; to foster increased comfort and support for consumers. Competitor brands such as AussieBum are already using this latest technology, therefore in manufacturing with this fabric CK is keeping up with industry innovations and developments. †¢CK has not yet diversified into the swimwear market in Australia, venture will capture the market demand for quality premium swimwear †¢CK will employ the latest print designs and patterns with assistance from fashion industry experts that will assist in distinguishing our product from our competitors. †¢Prestige associated with purchasing the CK swimwear, in the fact it CK is predominantly a American brand therefore consumers may be more inclined to purchase based on this prestige and exclusivity factor Management Responsibility The creation and development of this product requires a subdivision or team to be established at CK Australia to monitor the establishment, development and execution of the manufacturing, delivery and marketing elements associated with the swimwear range. These individuals must be accustomed and  familiar with the CK brand, ensuring the core messages and themes remain constant throughout the marketing campaign and remain aligned with the CK brand image. Geographic Location & Length of the Campaign Our Summer Limited Edition campaign, based in Sydney, is targeted toward male consumers aged 18-30 who characteristically have a higher disposable income enabling them to purchase high quality premium swimwear. This campaign is based in Sydney due to the large population, climatic trends (hot summers) and the extensive demand for premium swimwear. The campaign is to run from the beginning of Spring 2013 , ensuring early exposure in that consumers know of the product before the summertime ‘rush’ for swimwear commences, and to run until the end of autumn; the end of summer 2014, therefore ensuring relevant mass exposure to the target audience. Situational Analysis Current Market Position Product Range & Distribution; Product, Price, Promotion and Place Calvin Klein currently has product offerings across its’ Calvin Klein Jeans, Swimwear, Underwear and CK brands. The hierarchy starts with the CK designer underwear, and then there is Calvin Klein Jeans, which for Calvin’s casual lifestyle range. In among that you have CK One, which is the most youthful part of the brand and then there’s CK Calvin Klein, which is slightly more formal for the edgy downtown girl and guy. On top of that is Calvin Klein Collection, which is at the apex of the pyramid. All of these use a premium pricing strategy, offering affordable luxury brand products with high quality and style. The distribution of Calvin Klein products reflects this exclusivity as depicted in Figure 1, with 982 Calvin Klein retail stores worldwide, consisting of 189 full price free-standing stores, 118 outlet free-standing stores, and 864 shop-in-shop/concession stores. Financial Performance It is crucial to review Calvin Klein’s financial performance and current position in the marketplace in order to position or embark on product extension lines and ensure business growth and prosperity. Figure 2 represents the results of last year’s financial performance, indicating the annual revenue to reach $1.1bn. Additionally, as indicated on Figure 3, Australian sales fall into the category of other at 2%, which is extremely low in contrast to the sales around the rest of the world. Therefore, in positioning the CK campaign in Australia, the CK brand is seeking to increase its presence in Australia and break into the domestic swim market. Figure 2 Figure 2 Company Analysis Company Structure According to a statement by Philliphs-Van Heusen Corp (PVH), Calvin Klein adopts a tiered strategy: â€Å"In order to more efficiently and effectively exploit the development opportunities for each brand, a tiered-brand strategy was established to provide a focused, consistent approach to global brand growth and development. Each of the Calvin Klein brands occupies a distinct marketing identity and position that preserves the brand’s prestige and image† Therefore, the internal structure of Calvin Klein is segmented or divided into subdivisions based on the different offerings, such as Calvin Klein Jeans and Calvin Klein fragrances. Within each subgroup are specialist individuals, with extensive industry experience, as well as other typical corporate roles, such as marketing and finance managers. It is ultimately due to the size and diversity of the CK brand that it is subdivided, however, across the various product avenues it maintains a prestige brand image. Top down management Calvin Klein is currently owned by Philliphs-Van Heusen Corp (PVH), which is comprised of Heritage Brands, Tommy Hilfiger and Calvin Klein. Currently PVH adopts the top down management approach that is the executives and board members elect the direction of the company and are responsible for making strategic decisions and strategies regarding the future of the business. Calvin Klein, currently based in North America, is headed by Paul T Murry, whom is ultimately responsible for the direction and strategic choices for the development and prosperity of CK. Competitive Analysis Calvin Klein’s competitive analysis involves assessing the strength and weaknesses of current and potential competitors; including considering their resource profile (financial & supplier connections or relationship) and capabilities. Typically Calvin Klein operates in the luxury apparel retail market, and therefore their traditional and predominant competitor base consists of the following brands; Ralph Lauren, Tommy Hilfiger, Hugo Boss and Donna Karen. However, in the proposed swimwear market we have identified relevant competitors to include; Speedo Renown for style and performance, the Speedo brand was established in Sydney in 1914 and has grown to be the leading swimwear brand in Australia. Essentially this will be the largest competitor of the new CK limited edition swimwear range, due to the already established loyal customer base and extensive and stable market stare in the domestic market with industry reports indicating a 17 per cent rise in Australian sales and a 44 per cent worldwide during 2010. Currently Speedo offers various ranges or collections including; Competition and Racing swimwear, Board short and Swim Trunks, Fashion and Lifeguard. AussieBum Founded in Sydney in 2001, AussieBum manufacturers swimwear and underwear that are renown for its designs and comfort. AussieBum remains an industry leader in terms of using the latest fabric technologies to foster increased comfort and support for their consumers. Despite been manufactured in Sydney, the predominant target market for the AussieBum swimwear is in  European nations (due to the trunks instead of board short style). However, as they are based in Sydney and offers over 150 product lines at a premium price, AussieBum can therefore be considered a close competitor of the CK limited edition range. Budgy Smugglers Launched in 2004, the Budgy Smuggler brand is becoming an increasingly popular and well known brand. The 100% Australian made brand, are becoming increasingly famous with the bright bold colourful swimwear and the multiple charity events consumers are wearing the smugglers at such as BabeWatch. As they are Australian made and popular amongst the surfer culture, Budgy smugglers can be classified as a serious competitor to the CK swimwear range. Perceptual Map External Environment Technological Factors It is crucial for organisations to remain abreast of the latest technologies in order to remain competitive in the current business environment. Therefore, it is essential to consider technological developments surrounding both the marketing and advertising worlds as well as the swimwear industry. Technological innovations and developments in fabric and fibre technology (fostering comfort and support) as well as Computer Aided Design (CAD) offering new innovative prints and patterns combined with the new more efficient manufacturing techniques, make the fashion and in particular swimwear industry highly competitive. Therefore it is crucial that CK conducts extensive research and development on their swimwear line in order to gain an advantage over their respective competitors. Additionally, CK must acknowledge the new forms of marketing to include internet advertising and advertising through social media as society is becoming increasingly technologically dependent. Economic Factors The stability, stage of the life cycle and fluctuations in the economy are  all factors that significantly influence and impact upon consumer spending. If the economy is experiencing a downturn or decline, consumers are less likely to spend money on non-essential items and less likely to pay more for quality garments or swimwear. Therefore, as our target audience is projected to include those that have a higher discretionary income, CK must be aware and have an appropriate contingency plan in place if the state of the economy declines leaving sales heavily affected. Legal & Political Factors CK must also consider the legislation relevant to their business operations such as Trade Practices Act 1974 and Consumer Protection Act 2010, additionally legal considerations may include patents (for fabric innovation ideas), OH & S of manufacturing workplace facilities and employment legislation (including relationships with trade unions). Opportunity Analysis Expansion of the CK brand Calvin Klein has diversified into various and varied industry avenues, however they have not yet effectively penetrated the Australian swimwear market. From fragrances to lingerie and home wears, the CK brand has enjoyed success in multiple industries, however, we have identified the swimwear market in the Australian region as a crucial opportunity and profitable venture. Therefore, in the expansion or diversification of the CK brand into the swimwear market, the CK brand would ultimately be not only building its brand equity but also expanding their customer base and simultaneously generating healthy profits. Shift in social trends Society is becoming more accepting and supportive of the budgie smuggler style swimwear brief. There is an increasing trend and significant increase in men wearing the swim trunks. A recent online poll (on business day) indicates the budgie smuggler style of swimwear is at 53% popularity, therefore this confirms there is a market demand for the ‘trunk’ style of swimwear. *http://www.businessday.com.au/executive-style/style/return-of-the-budgie-smuggler-20101020-16u1n.html Industry Condition & Competitors The predominant competitors of the CK swimwear range would include; Speedo, Aussiebum, Budgie Smugglers and Billabong. However these are the main competitors, therefore it can be established the market is not heavily saturated. In reference to Porters 5 forces model, the barriers to entry in the Australian Swimwear market are relatively low, due to the limited competitive landscape. Therefore, in considering the above factors in the CK opportunity analysis, and with additional consideration of the perceptual map, it can be determined there is a gap in the market that the CK limited edition range can penetrate. Objectives Objectives provide guidelines for the marketing team to work towards and foster a sense of purpose for the campaign. Our aim with the overall marketing program is to generate product awareness, promote our limited edition swimwear through effective means and increase our market share. Since this special edition line is not yet in the market our objective is to create relatively high market share within the Sydney region over the period of the campaign. We are also looking to increase consumption in the wider Sydney area by using a varied marketing mix. Furthermore we intend to use extensive print advertisements (billboard, magazine & catalogue) to increase awareness heading into the summer season. There are several main objectives in the CK campaign: Marketing Objectives Retain the CK brand image and further build brand equity through the introduction or extension of CK brand into the swimwear market Sales Objectives Obtain 35% market share in the swimwear industry (based in the Sydney region) by the conclusion of the campaign Generate net profit of excess than $2million Develop campaign within budgeted limitations Communication Objectives Create awareness of CK limited edition range through effective advertising mechanisms, seeking to persuade consumers to purchase the CK product. Target Audience Market Segmentation Geographic Segmentation The market can be segmented according to geographic characteristics or criteria, such as our campaign is based in NSW and predominantly focused in Sydney. The large population and climatic conditions (hot summers) of Sydney make it an appropriate and suitable geographic region to focus our campaign toward. Demographic Segmentation Division of the market based on characteristics such as gender, income and age; male 18-30 with a moderate to high income. These demographic features enable CK, to develop a suitable product meeting consumer demands and design an effective marketing campaign to reach the projected audience. Psychographic Segmentation The underpinning marketing strategy the CK campaign will adopt, is predominantly based on appealing to the target markets sense of insecurity and desire to ‘look good’ and ‘sexy’ through purchasing and wearing the CK briefs. Factors to consider in this segmentation include; lifestyle, personality characteristics, social class and values. Essentially, the typical CK consumer would enjoy a luxurious lifestyle in the middle to high social class range and additionally personality traits may include; fashion conscious as well as desire to be socially accepted. Target Market Primary Audience Our target audience consists of males aged 18-30 in the Sydney region, with typically a higher disposable income (to purchase the trunks at RRP $129.95). Through market segmentation, we have identified this segment of the market to be our projected audience, and from this we are able to develop a effective marketing campaign to reach and persuade consumers. Secondary Audience Our secondary target audience, is the respective partners and mothers (girlfriends & mothers) of the males age 18-30. Therefore, we have incorporated into our marketing strategy, print advertisements in women’s magazines. Women are the positioned target market to purchase the product as a gift or present for their partners. Positioning Ultimately, this refers to the process of establishing an image, identity or stigma in the minds of the consumers that they associate with the brand. The Calvin Klein brand has an existing brand identify in the minds of consumers, in that typically it is viewed as a ‘sexy’ or ‘sultry’ and an enticing brand. Therefore, for the extension into the swimwear industry we are ultimately seeking to maintain this positioning in the minds of the consumer. Communications Strategy Message The purpose of the campaign is to generate brand exposure and generate awareness and stimulate demand for the new range of limited edition swimwear. Ultimately, the campaign is maintaining the typical elements of CK marketing in its minimalistic, black and white and controversial style to align with the overall CK brand image. The objective of the campaign is to generate a sense of exclusivity and ‘want’ for the CK swimwear range, through positioning of the advertisements and promotional activities it is seeking to attract the young male target audience who have interest or concern with appearance and comfort of their swimwear. Typically, CK  advertisements are considered ‘provocative’ and feature attractive, muscular male models which appeal on a social level to the target audiences sense of esteem and confidence. Therefore, through using attractive and famous public figures, such as the Stenmark twins and celebrity endorsements, consumers will believe if they purchase the swimwear they will too look as ‘attractive’ as those that appear in the advertisement. Source Ultimately, Calvin Klein is the source or sender of the information to their respective intended receiver. In using a celebrity or model endorsement (Stenmark twins), it is crucial to ensure the consumer perspectives and associations of the source as positive and align with the brand image. The ultimate objective or goal of the source or sender is to encode the message in a succinct and effective manner so that the target audience or receiver is able to understand and comprehend the key message. Channel A communications channel refers to the medium through which the message is communicated to the target audience or the receiver. Typically, Calvin Klein campaigns adopt a ‘non personal’ channel of communication that is the message is carried to the receiver without interpersonal contact from the sender. An example of this would include the Calvin Klein billboards, which are advertised to a mass audience. Additionally, the CK campaign would incorporate personal channels of communication, which includes direct contact with the target audience. Personal channels, such as the proposed pop-up shows and demonstrations, assist in both brand exposure and the development of rapport with the public and the respective target audience. Therefore, through adopting both forms of communication channels (personal and non-personal) Calvin Klein seeks to maximize brand exposure and effectively communicate the intended message to the target audience. Receiver Essentially, the receiver refers to the audience or individuals exposed to the message. Typically, the intended receiver is the target audience; males aged 18-30 in the middle to high-end income segment and living in Sydney.  The role of the receiver is to decode the key messages, for example the CK swimwear makes you look and feel sexy and confident, in the communication material, and process them forming an informed opinion or thought. Feedback The response or reaction to the exposure to the message can indicate the effectiveness of the campaign or advertisement in reaching and communicating with the target audience. Therefore, it is essential to conduct a follow up study (focus group) or assessment to gather an understanding of the effectiveness of the advertisement and identify the areas development or improvement. Creative Strategy Essentially, the purpose of the proposed creative strategy is to obtain consumer attention and mass exposure and to encourage or provoke consumers to purchase the CK swimwear range. Inline with the simplistic style and themes (for example black and white) of previous campaigns, the proposed advertisement will too incorporate the typical elements found in CK promotions, thus ensuring a consistent brand image. Currently, CK has excellent consumer brand recognition thus in maintaining the typical CK marketing theme consumers are able to more easily identify the brand. Ultimately, the creative strategy is a crucial element of the IMC plan, as it outlines the predominant message and purpose of the advertisement and assists in determining the brand positioning; that is how consumers perceive the CK product. Advertising Problem or Issue The predominant problem or issue is how to effectively reach, connect and prompt or encourage the target audience to purchase the CK swimwear. Advertising and Communication Objectives †¢Generate greater brand awareness and brand equity; informing consumers of the new CK swimwear range (notifying the general population that the CK brand has diversified into men’s swimwear) whilst simultaneously gaining consumer attention (that of the public and target market) †¢Maintain brand image; achieved through utilizing the same CK theme of the attractive model, black and white photo on billboards across the Sydney region and print advertisements †¢Persuade target audience to purchase product; through specific marketing tactics, such as adopting designs to appeal to the consumers affective functions or conscious, the campaign seeks to prompt or encourage consumers to purchase the swimwear. Target Audience As previously outlined, the target audience is the select group of customers to aim the marketing efforts toward, in respect to the CK campaign our target market is males 18-30 living in Sydney. The simplicity of the campaign is designed based on characteristics of the target market, which is the tendency for males of the 18-30-age bracket to not read or absorb large amounts of information in advertisements. Therefore, as males tend to simply view an image, through the affective advertising approach, the campaign may prompt them to purchase the product as it appeals to social based feelings of acceptance and esteem. Additionally, in utilizing attractive models and simplistic campaigns this also attracts the target markets respective partners, females. Females are motivated by the image of an attractive man in trunks, and may purchase the product in hope their man can look like the model. Major Selling Idea or Key Benefits In adopting the affective appeals approach, the campaign seeks to indirectly influence or play on the consumers sense of security, acceptance and esteem (socially based appeals) prompting them to purchase the swimwear in order to ‘feel and look good’. It is crucial to consider ‘the promise’ or benefit the advertisement is going to give the consumer, for example the CK suggests men who buy the swimwear range to look attractive, sexy and sultry which in-turn may attract females. Therefore it is inn appealing to the target audience’s sense of security and acceptance, the campaign encourages males to purchase the swimwear. Creative Strategy Statement (Theme appeal and execution techniques) †¢Theme appeal; It is important the campaigns theme remains consistent with past  marketing efforts, as it fosters brand consistency and brand recognition. Therefore, using black and white billboard advertisements with attractive males models is an essential part of the campaign to launch the new swimwear range. Supporting Information and Requirements †¢Ad Layout; in relation to the composition of the billboard and magazine layouts, it is crucial to have a visual element and the CK logo present and easily identifiable. Essentially, the logo and brand name must be present and easily visible enabling consumers quick and easy brand recognition. Additionally, the image must for fill the brief of being sultry and sexy thus appealing to the target audiences social based feelings. Sample billboard and magazine layouts may be found in the media planning section below. Budget Proposed Budgeting and Forecasting Media Planning Essentially, the purpose of the proposed creative strategy is to obtain consumer attention and mass exposure and to encourage or provoke consumers to purchase the CK swimwear. It is crucial to consider ‘when’ the promotional activities are run to ensure the effectiveness of the campaign. The CK campaign will begin with a ‘bang’ and launch with all advertising mediums in place to generate initial mass exposure and attention. Gradually as the campaign proceeds, CK will alternate which magazines it advertises in to achieve greatest market coverage. Additionally, the billboards will run through the entirety of the campaign, as despite their cost, they act as an effective reminder for consumers and are thus a vital aspect of our strategy. Our media campaign will involve several different types of advertising within the media mix, with media coverage focused on ensuring that Sydney males aged 18-30 receive the most media emphasis. Develop media Mix †¢Catalogue †¢Magazine print advertisement †¢Billboard †¢Point of purchase displays *refer to media strategy for in-depth review Geographic Location Our advertising activities will extend from the throughout the Sydney region. However our main advertisements will be based around the beaches close to Sydney’s CBD. The Eastern Suburbs (bondi), Northern Suburbs and Northern beaches will be our primary locations for advertisements. Scheduling We are using the flighting method of scheduling here due to the specificity of our product line. We are only looking to advertise when our target market is interested in swimming (Summer & Spring) and therefore flighting is the best method in order to reduce wastage. Month in Campaign Promotional Activities Spring; September’13 Initial Launch, all advertising mediums in place to generate mass attention and exposure, generate a buzz around the producta.Set up point of purchase displays at retail stores âž ¢Separate CK section in retail stores featuring large posters of campaign and catalogues for consumers to take b.Billboard launch âž ¢Sydney CBD location âž ¢Bondi Location c.Catalogue âž ¢distribution in retail outlets such as DJ & Myer âž ¢direct marketing, distribution of catalogues to existing customers on the CK database d.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Gear âž ¢Cosmopolitan âž ¢Grazia âž ¢SHOP Spring; October ‘13 Settling into campaign, gentle reminders to consumers achieved through monthly magazine advertisements and consistency of billboard advertisements a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢GQ monthly edition âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP Spring; November ‘13 Maturity of campaign, gentle reminders to consumers achieved through monthly magazine advertisements and consistency of billboard advertisements a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢Mens Health âž ¢Gear âž ¢Grazia Summer; December ‘13 Beginning of Summer, therefore additional advertisements in magazines and more extensive catalogue distribution to remind consumers to purchase the product. Also leading upto Christmas, position as present idea. a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location d.Catalogue âž ¢distribution in retail outlets such as DJ & Myer âž ¢direct marketing, distribution of catalogues to existing customers on the CK database e.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP âž ¢Grazia Summer; January ‘14 Continuation of heavy promotional activities, as this month falls in peak of summer. a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP âž ¢Grazia Summer; February ‘14 Winding down of the campaign, reduction in advertisements. Cessation of catalogue distribution and limited magazine prints a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph Autumn; March ‘14 Concluding end of the campaign, involves winding down promotional activities such as stopping the magazine print advertisements and catalogue distribution a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location Reach and Frequency This is the most important aspect of the media planning. Our target market is around 30% of Sydney’s population. Therefore, in order to increase awareness and raise sales levels we are only looking to reach 80% of our target market with our advertising message. On average we would like this 80% to view this message at least 3 times. By exposing large numbers of the target market we can ensure first year sales are high and we can maximise our profit. By placing our ads in highly populated areas we can certainly ensure that our target market is being reached effectively. †¢Reach; Marketing mix ensures exposure to the general public and the target audience, essentially they are exposed to the CK campaign through various mediums. †¢Frequency: Maintained billboard advertisements ensure constant exposure to both the public and the target audience. The frequency of the magazine advertisements also contributes to acting as a reminder mechanism for consumers to begin the decision making process, that is reminding them of the CK swimwear range and prompting them to purchase Creative aspects and mood Our marketing mix has been chosen specifically to ensure that the vehicles that portray our advertising message are creative whilst almost ensuring to enhance the mood of the target market. By using billboards and magazine advertising we can ensure that our message is evoked positively to the consumer. These media vehicles allow us to ensure that we gain interest in our product and increase the chances of the target market purchasing our product. Flexibility In order to achieve our company goals, there is a need to be flexible. Certain aspects of our media plan are more flexible then others. The most flexible promotion activity in the campaign, would be the distribution of the CK catalogues; this is due to the initial testing of the receptivity and consumer response. For example, if the catalogues receive a positive response, that is numerous consumers are taking and viewing them, essentially CK campaign manager should organise for more to be printed and distributed (template is already existing). Budget considerations Our budget magazine advertising is around $450,000 per year so to ensure we effectively use this media vehicle, we would place the advertisements in magazine that are read by our target market. In particular men’s health, which is read widely by 18-30 year old males who enjoy looking and feeling healthy. The CPM of Men’s Health is $145, however this doesn’t represent our target market effectively so we are only using magazine advertisements from September to February in order to avoid wastage. The billboard advertising creates difficulties in effectively reaching our target market, however  since our budget is around $200,000 we can afford to place these in three distinct and separate places. The Sydney CBD and Bondi are heavily populated by our target market, whether they live there or work there, by placing our billboards in these specific places we effectively use our budget and achieve our marketing objectives. Sample Billboard and Magazine Design The layout of both the image is designed to be the two Stenmark brothers posing in the CK swimwear (positioned toward the right of the advertisement; billboard and magazine), printed in black and white, with minimalistic writing positioned on the left ensuring the viewers eye reads the message then views the associated image; Sample billboard/magazine ad Media Strategy Media strategy takes into consideration the various tools of the IMC mix in recognition of achieving an organisations media objectives (Belch et al, 2012). Through the use of such disciplines as advertising, direct marketing, internet, interactive media, sales promotions, public relations, publicity and personal selling Calvin Klein will strive towards achieving their objectives with their new product line. Advertising; Print Media Magazines Calvin Klein summer 2013-14 campaign will include double paged spreads in various mens magazines (positioned in the opening pages of the magazines to capture the attention of the readers), including; Mens Health, Ralph, Gear and GQ. The advertisement, despite the high cost, is effective in reaching the target audience and prompting them to purchase the swimwear. The layout of the magazine advertisement will mirror the billboard campaign, the minimalistic black and white image featuring the Stenmark brothers. The advantages of a double page spread include the enhanced consumer receptivity and engagement (as the prominence of the ad ensures consumer attention) and secondly the prestige and permanence associated with print media. The second approach includes print advertisements in women’s magazines such as; Cosmopolitan, Grazia and SHOP. In having a print advertisement in womens magazines, the intention is to capture and persuade the female audience to purchase the swimwear for their boyfriends or partners. The main image of the print advertisement will change monthly to avoid the ‘wear out affect’, that is it will be slightly changed (the swimwear and the pose). Billboards Various billboards featuring the CK limited edition range will be featured around the Sydney region (CBD and bondi). The billboards will mirror the magazine print advertisements (fostering consistency), featuring the Stenmark brothers wearing the limited edition swimwear range. The advantages of using billboards include; maximum exposure to both the public and the target audience (in hope of walk by awareness). Direct Marketing Catalogue The limited edition range will develop a catalogue, directly sent to consumers in the CK database, informing them of the new product line. This immediately reaches out to the current brand loyal consumers, encouraging them to purchase the new range. Additionally, the catalogue assists in the exposure of the line to potential customers, as they are able to view images of the entire range. Internet and Interactive media Website Calvin Klein has an established website for their wide range of products, enabling consumers to view the companies history and view the latest collections. This website allows consumers to enquire into sizes, recommended prices and ‘in-season’ products which when the swimwear line of Calvin Klein is launched, it will feature on the home page to increase awareness. Paid Search Calvin Klein could strategically pay major search engines such as ‘Google’ to  promote Calvin Klein in the top sites promoted when such key words as ‘swimwear’ and ‘beachwear’ are searched. This way consumers are more likely to be directed towards exploring Calvin Klein swimwear range in contrast to other search results leading consumers towards competitors. Social Media; Instagram & Facebook CK aims to develop a stronger presence online and in the social media sector, as the target market characteristically uses these mediums often thus it remains an effective mechanism for reaching our intended audience. Public Relations Publicity A media release by Calvin Klein will be issued in a strive for positive publicity and brand exposure with the main message of the article highlighting the fact the CK brand has extended their product line to include ‘swimwear’. The purpose of the media release is to inform both the public and industry experts and fashionistas of the direction of the CK brand. Sales Promotion Point of purchase displays Point of purchase displays will be offered to major retailers of CK apparel such as Myer and David Jones. The display will include the products and the CK swimwear promotional video and catalogue for consumers to take. This will help to attract customers into the store and increase their sales, this will help to encourage distributors and retailers to carry and push our product. Distributors that promote our POPD’s will be entitled to a trade allowance. Celebrity Endorsement The Stenmark brothers (as pictured), are well known industry wide and in the Sydney region (from Riverview School) and are therefore appropriate figures to use as our campaign endorsements. The prestige and ‘sexy’ look associated with the brothers fosters the image and intention of the overall campaign. Personal Selling Recommending a way to satisfy the customer’s needs and wants It is our aim to continuously stay up to date with customers’ needs and wants and to always satisfy these. CK’s research and development team is determined to always be up to date with latest fashion trends and fads to help to always satisfy customers needs and wants. The limited edition range, includes the latest in fabric innovation, that fosters increased comfort for consumers. Closing the sale Major retail chains will be provided the opportunity to sell the new CK swimwear range (such a David Jones and Myers) . The employees of these retail outlets will be provided educational material with special selling points to help them promote the product and close the sale. Incentives for staff will be provided with free products and discounts for exceptional personal selling efforts. Follow ups Retail assistants will be provided the opportunity to provide feedback to CK on the customers likes, dislikes and opinions on the product range as well as their own findings. This will help the ensure that the customer’s needs and wants are always maintained to a high standard. Campaign Evaluation In assessing the success and effectiveness of the campaign there are various factors to take into consideration including; sales figures, marketing goals, advertisement content, media mix and the creation process. Sales Figures Comparison of actual and projected sales results, is an indicator of the success of the campaign. This involves assessing the percentage of growth, and whether this met or didn’t meet the objectives and expectations. Additionally, it is crucial to consider the context of the period of selling, for example the strength of the economy or stage it is at in can have implications or heavily influence the sales results of the CK range. According to our projected budget our net profit aims to reach $2,582,390.00 which would generate a healthy return for CK. Marketing Goals This involves assessing whether the marketing goals and objectives were met. For example, if the marketing objectives were met in terms of the desired market share. Additionally consider if the advertisements were reaching the intended market. Advertisement Content Consider was the underlying message of the campaign communicated to the market, were they able to easily understand and absorb the message. Additionally, consider did the billboards and magazine advertisements for fil the purpose of reaching out to the customers and informing them of the new limited edition range? And also how was the message received by the target market? Did it provoke a positive or negative response and why? In order to gather this data, CK can conduct interviews and surveys from consumers to gain understanding of the varied responses and identify room for improvement for future campaigns. Media Mix Consider the different mediums used in the promotional campaign, billboard, magazine and shows, and which medium seemed to be the most successful and why. Crucial to compare sales figures across the different mediums (magazines and billboards) and identify net and gross profits to identify areas of strengths and weaknesses. Creating Process Consideration of the time frame of the campaign and whether the required tasks were completed on time to a professional standard, additionally if the campaign stayed within the budget. In overall evaluation of the campaign, with consideration of the elements outlined above, the campaign is projected to run successfully and generate a significant profit for CK. Conclusion In summary, this report has discussed the integrated marketing communications plan for the introduction of the new limited edition Calvin Klein swimwear  range. It has outlined the marketing strategies and promotional activities to be implemented to ensure a successful campaign, in turn ensuring organizational objectives are achieved. Appendices Campaign Evaluation Template Unknown, viewed 24th September 2012, http://www.biztree.com/Templates/Marketing-Campaign-Evaluation.html Unknown, Calvin Klein, viewed 1st October 2012, J.McLaughlin, March 31, 2010, Calvin Klein: A Brand History, viewed 24th September < http://www.time2.co.uk/blog/brand-history-calvin-klein > Additional References A.Brannon, B.Chirichella, C.Schaffer & J.Wittmer, 16th November 2012, Calvin Klein, viewed 24th September 2012 A. Kesper 2011, Australia, a nation transformed, viewed 24th September 2012 Belch, George and Belch, Michael 2012, Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, viewed 24th September 2012 D. Waller 2012, Developing your intergrated marketing communication plan, 1st Edition, viewed 24th September 2012. J.McLaughlin, March 31, 2010, Calvin Klein: A Brand History, viewed 24th September < http://www.time2.co.uk/blog/brand-history-calvin-klein > Unknown, Advertising and Marketing Communications, viewed 24th September 2012 Unknown, International Directory of Company Histories, Vol. 55. St. James Press, 2003, Calvin Klein, Inc. History, viewed 25th September< http://www.fundinguniverse.com/company-histories/calvin-klein-inc-history/ > Unknown, PVH, Our Company: Leadership, viewed 29th September 2012, N.Smith 2012, Gentlemen’s Quarterly 2012 Media Kit, viewed 29th September 2012,