United States Department of Energy
The United States Department of Energy is a cabinet-level department of the United States Government concerned with the United States' policies regarding energy and safety in handling nuclear material. Its responsibilities include the nation's nuclear weapons program, nuclear reactor production for the United States Navy, energy conservation, energy-related research, radioactive waste disposal, domestic energy production, it directs research in genomics. DOE sponsors more research in the physical sciences than any other U. S. federal agency, the majority of, conducted through its system of National Laboratories. The agency is administered by the United States Secretary of Energy, its headquarters are located in Southwest Washington, D. C. on Independence Avenue in the James V. Forrestal Building, named for James Forrestal, as well as in Germantown, Maryland. Former Governor of Texas Rick Perry is the current Secretary of Energy, he was confirmed by a 62 to 37 vote in the United States Senate on March 2, 2017.
In 1942, during World War II, the United States started the Manhattan Project, a project to develop the atomic bomb, under the eye of the U. S. Army Corps of Engineers. After the war in 1946, the Atomic Energy Commission was created to control the future of the project. Among other nuclear projects, the AEC produced fabricated uranium fuel cores at locations such as Fernald Feed Materials Production Center in Cincinnati, Ohio. In 1974, the AEC gave way to the Nuclear Regulatory Commission, tasked with regulating the nuclear power industry, the Energy Research and Development Administration, tasked to manage the nuclear weapon, naval reactor, energy development programs; the 1973 oil crisis called attention to the need to consolidate energy policy. On August 4, 1977, President Jimmy Carter signed into law The Department of Energy Organization Act of 1977, which created the Department of Energy; the new agency, which began operations on October 1, 1977, consolidated the Federal Energy Administration, the Energy Research and Development Administration, the Federal Power Commission, programs of various other agencies.
Former Secretary of Defense James Schlesinger, who served under Presidents Nixon and Ford during the Vietnam War, was appointed as the first secretary. In December 1999, the FBI was investigating. Wen Ho Lee was accused of stealing nuclear secrets from Los Alamos National Laboratory for the People's Republic of China. Federal officials, including then-Energy Secretary Bill Richardson, publicly named Lee as a suspect before he was charged with a crime; the U. S. Congress held hearings to investigate the Department of Energy's mishandling of his case. Republican senators thought that an independent agency should be in charge of nuclear weapons and security issues, not the Department of Energy. All but one of the 59 charges against Lee were dropped because the investigation proved that the plans the Chinese obtained could not have come from Lee. Lee won a $1.6 million settlement against the federal government and news agencies. In 2001, American Solar Challenge was sponsored by the United States Department of Energy and the National Renewable Energy Laboratory.
After the 2005 race, the U. S. Department of Energy discontinued its sponsorship. Title XVII of Energy Policy Act of 2005 authorizes the DOE to issue loan guarantees to eligible projects that "avoid, reduce, or sequester air pollutants or anthropogenic emissions of greenhouse gases" and "employ new or improved technologies as compared to technologies in service in the United States at the time the guarantee is issued". In loan guarantees, a conditional commitment requires to meet an equity commitment, as well as other conditions, before the loan guarantee is completed; the United States Department of Energy, the Nuclear Threat Initiative, the Institute of Nuclear Materials Management, the International Atomic Energy Agency partnered to develop and launch the World Institute for Nuclear Security in September 2008. WINS is an international non-governmental organization designed to provide a forum to share best practices in strengthening the security and safety of nuclear and radioactive materials and facilities.
On March 28, 2017 a supervisor in the Office of International Climate and Clean Energy asked staff to avoid the phrases "climate change," "emissions reduction," or "Paris Agreement" in written memos, briefings or other written communication. A DOE spokesperson denied; the department is under the control and supervision of a United States Secretary of Energy, a political appointee of the President of the United States. The Energy Secretary is assisted in managing the department by a United States Deputy Secretary of Energy appointed by the president, who assumes the duties of the secretary in his absence; the department has three under secretaries, each appointed by the president, who oversee the major areas of the department's work. The president appoints seven officials with the rank of Assistant Secretary of Energy who have line management responsibility for major organizational elements of the Department; the Energy Secretary assigns their duties. Excerpt from the Code of Federal Regulations, in Title 10: Energy:The official seal of the Department of energy "includes a green shield bisected by a gold-colored lightning bolt, on, emblazoned a gold-colored symbolic sun, oil derrick and dynamo.
It is crested atop a white rope. Both appear on a blue field surrounded by concentric circles in which the name
Harry Mason Reid is a retired American politician who served as a United States Senator from Nevada from 1987 to 2017. He led the Senate's Democratic Conference from 2005 to 2017 and was the Senate Majority Leader from 2007 to 2015. Reid began his public career as the city attorney for Henderson, Nevada before winning election to the Nevada Assembly in 1968. Reid's former boxing coach, Mike O'Callaghan, chose Reid as his running mate in the 1970 Nevada gubernatorial election, Reid served as Lieutenant Governor of Nevada from 1971 to 1975. After being defeated in races for the United States Senate and the position of mayor of Las Vegas, Reid served as chairman of the Nevada Gaming Commission from 1977 to 1981. From 1983 to 1987, Reid represented Nevada's 1st district in the United States House of Representatives. Reid won election to the United States Senate in 1986 and served in the Senate from 1987 to 2017, he served as the Senate Democratic Whip from 1999 to 2005 before succeeding Tom Daschle as Senate Minority Leader.
The Democrats won control of the Senate after the 2006 United States Senate elections, Reid became the Senate Majority Leader in 2007. He held that position for the last two years of George W. Bush's presidency and the first six years of Barack Obama's presidency; as Majority Leader, Reid helped pass major legislation such as the Patient Protection and Affordable Care Act, the Dodd–Frank Act, the American Recovery and Reinvestment Act of 2009. Republicans took control of the Senate following the 2014 United States Senate elections, Reid served as Senate Minority Leader from 2015 to his retirement in 2017. Reid was succeeded as the Senate Democratic leader by Chuck Schumer, whose leadership bid had been endorsed by Reid. Along with Alben W. Barkley and Mike Mansfield, Reid is one of only three Senators to serve at least eight years as Majority Leader. Reid was born in Searchlight, the third of four sons of Harry Vincent Reid, a miner, Inez Orena Reid, a laundress. At the time, Searchlight was a small impoverished town.
His father died by suicide at age 58, when Harry was 32 years old. His paternal grandmother was an English immigrant from Staffordshire. Reid's boyhood home was a shack with no hot water, or telephone. Since Searchlight had no high school, Reid boarded with relatives 40 miles away in Henderson, Nevada to attend Basic High School, where he played football, was an amateur boxer. While at Basic High, he met future Nevada governor Mike O'Callaghan, a teacher there and served as Reid's boxing coach. Reid attended Southern Utah University, graduated from Utah State University where he double majored in political science and history, he minored in economics at Utah State's School of Business Administration. He went to George Washington University Law School earning a J. D. while working as a police officer for the United States Capitol Police. Reid returned to Nevada after law school and served as Henderson city attorney before being elected to the Nevada Assembly for the multi-member fourth district of Clark County in 1968.
In 1970, at age 30, Reid was chosen by O'Callaghan as his running mate for Lieutenant Governor of Nevada. Reid and O'Callaghan won their respective races, Reid served as lieutenant governor from 1971 until 1974, when he ran for the U. S. Senate seat being vacated by Alan Bible, he lost by fewer than 700 votes to former governor Paul Laxalt. In 1975, Reid lost to Bill Briare. Reid served as chairman of the Nevada Gaming Commission from 1977 to 1981; when Jack Gordon, La Toya Jackson's future agent and husband, offered Reid a $12,000 bribe to get approval of new games for casinos, Reid brought in the FBI to tape Gordon's bribery attempt and arrest him. After FBI agents interrupted the transaction, as prearranged, Reid lost his temper and attempted to choke Gordon, saying "You son of a bitch, you tried to bribe me!" before agents stopped him. Gordon was sentenced to six months in prison. In 1981, Reid's wife found a bomb attached to the family station wagon. Prior to the 1980 Census, Nevada had only a single at-large member in the United States House of Representatives, but population growth in the 1970s resulted in the state picking up a second district.
Reid won the Democratic nomination for the 1st district, based in Las Vegas, in 1982, won the general election. He served two terms in the House, from 1983 to 1987. In 1986, Reid won the Democratic nomination for the seat of retiring two-term incumbent Republican Senator Paul Laxalt. Reid defeated former at-large Congressman Jim Santini, a Democrat who had turned Republican, in the November election. Reid ran for reelection in 1992. In 1998 he narrowly defeated 1st District Congressman John Ensign in the midst of a statewide Republican sweep. In 2004, Reid won reelection with 61 percent of the vote, defeating Richard Ziser, gaining the endorsement of several Republicans. Ensign was elected to Nevada's other Senate seat in 2000. Ensign and Reid had a good relationship despite their bitter contest in 1998; the two worked together on Nevada issues until Ensign was forced to resign from his Senate seat, due to an ethics scandal. Reid won the Democratic nomination with 75% of the vote in the June 8 primary.
He faced a competitive general election for the Senate in Nevada in 2010. Reid engaged in a $1 million media campaign to "reintroduce himself" to the state's voters, he defeated Republican challenger Sharron Angle in the November election, 50.3% to 44.6%, despite losing 14 of Nevada's 17 counties. In January, 2015, Reid suffered severe injuries in
Advertising is a marketing communication that employs an sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message, it differs from personal selling in that the message is non-personal, i.e. not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, television, outdoor advertising or direct mail; the actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short. Commercial ads seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising.
Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes such as a public service announcement. Advertising may help to reassure employees or shareholders that a company is viable or successful. Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most with the campaigns of Edward Bernays, considered the founder of modern, "Madison Avenue" advertising. Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion. Advertising's projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest advertising-agency groups are Dentsu, Omnicom, WPP. In Latin, advertere means "to turn towards". Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.
Lost and found advertising on papyrus was common in ancient ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, present to this day in many parts of Asia and South America; the tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. In ancient China, the earliest advertising known was oral, as recorded in the Classic of Poetry of bamboo flutes played to sell confectionery. Advertisement takes in the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with "Jinan Liu's Fine Needle Shop" and "We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time" written above and below is considered the world's earliest identified printed advertising medium. In Europe, as the towns and cities of the Middle Ages began to grow, the general population was unable to read, instead of signs that read "cobbler", "miller", "tailor", or "blacksmith", images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or a bag of flour.
Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers to announce their whereabouts. The first compilation of such advertisements was gathered in "Les Crieries de Paris", a thirteenth-century poem by Guillaume de la Villeneuve. In the 18th century advertisements started to appear in weekly newspapers in England; these early print advertisements were used to promote books and newspapers, which became affordable with advances in the printing press. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content. Thomas J. Barratt of London has been called "the father of modern advertising". Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century.
Barratt introduced many of the crucial ideas that lie behind successful advertising and these were circulated in his day. He stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product's availability through saturation campaigns, he understood the importance of reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, the advertiser has to change with them. An idea, effective a generation ago would fall flat and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste."As the economy expanded across the world during the 19th century, advertising grew alongside. In the United States, the success of this advertising format led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles.
Around 1840, Volney B. Palmer established the roo
The Home Depot
The Home Depot Inc. or Home Depot is an American home improvement supplies retailing company that sells tools, construction products, services. The company is headquartered at the Atlanta Store Support Center in unincorporated Cobb County, Georgia, it operates many big-box format stores across the United States, all 10 provinces of Canada, the 31 states and Federal District of Mexico. The MRO company Interline Brands is owned by The Home Depot with 70 distribution centers across the United States; the Home Depot is the largest home improvement retailer in the United States, ahead of rival Lowe's. The Home Depot was co-founded by Bernard Marcus, Arthur Blank, Ron Brill, Pat Farrah in 1978; the Home Depot's proposition was to build home-improvement superstores, larger than any of their competitors' facilities. Investment banker Ken Langone helped Blank to secure the necessary capital. In 1979, the first two stores, built in spaces leased from J. C. Penney that were Treasure Island "hypermarket" stores, opened in metro Atlanta on June 21.
On September 22, 1981 The Home Depot raised $4.093 million. The Home Depot joined the New York Stock Exchange on April 19, 1984; the Home Depot began to branch out of Georgia to Florida in 1981 with stores opening in Hollywood and Ft. Lauderdale. By 1984 The Home Depot was operating 19 stores with sales of over $256 million. To enter the Dallas market The Home Depot acquired Bowater Home Center from Bowater Inc. on October 31, 1984 for $40 million. The increased expansion of The Home Depot in the mid-1980s created financial difficulties with earnings falling at 42% and debt rising to $200 million; the financial difficulties of The Home Depot caused the stock price to fall. To curb The Home Depot difficulties it opened only 10 stores in 1986 with a stock offering 2.99 million shares at $17 per share that helped The Home Depot to restructure its debts. In 1989 The Home Depot became the largest home improvement store in the United States surpassing Lowe's. In the 1990s The Home Depot searched for ways to redefine its marketplace.
An installation program for quality home improvement items such as windows or carpets was launched in 1991 called the EXPO with success. A 480-page book Home Improvement 1-2-3 was published in 1995; the Canadian hardware chain Aikenhead's Hardware was acquired by The Home Depot in 1994 for $150 million with a 75% share. All of the Aikenhead's Hardware stores were converted to The Home Depot stores. By 1995, sales reached $10 billion while operating 350 stores. Former General Electric executive Robert Nardelli became CEO and President of The Home Depot in 2000. San Diego maintenance and repair supplies company Maintenance Warehouse was purchased by The Home Depot in 1997 for $245 million. Maintenance Warehouse was purchased because it was a leading direct-mail marketer of maintenance and operations supplies that can reach customers out of reach by The Home Depot. Atlanta-based company Apex Supply was acquired by The Home Depot in 1999. Apex Supply is a wholesale distributor of HVAC, industrial pipe and fittings.
Apex Supply and Maintenance Warehouse were rebranded in 2004 as The Home Depot Supply. In 2004, Home Depot employees at a suburban Detroit store in Harper Woods, rejected a bid to be represented by a labor union, voting 115 to 42 against joining the United Food and Commercial Workers. If the union had won, the Michigan store would have been the first Home Depot to have union representation. Your Other Warehouse, a large plumbing distributor with a focus on special order fulfillment, was acquired by The Home Depot in 2001. Your Other Warehouse supplied two divisions of The Home Depot and the EXPO Design Centers; the EXPO Design Center division was reorganized in 2001 with three divisions based in the Northeast at South Plainfield, New Jersey, the West at Orange and the Southeast at Atlanta, Georgia. The Home Depot entered the Mexican market in 2002 with the acquisition of the home improvement chain Del Norte. In addition, The Home Depot had begun construction of stores in Tijuana. In the same year the Home Depot Landscape Supply was launched to integrate professional landscapers and upscale plants into a plant nursery retail chain.
Home Depot Landscape Supply lasted only five years with only a few stores each in metro Atlanta and Dallas/Fort Worth. The Home Depot decided to close all Home Depot Landscape Supply stores in late 2007. In September 2005, Home Depot Direct launched its online home-furnishings store, 10 Crescent Lane, shortly followed by the launch of Paces Trading Company, its online lighting store. In mid 2006, the Home Depot acquired Home Decorators Collection, placed as an additional brand under its Home Depot Direct division. In 2006, the Home Depot acquired Hughes Supply the largest home retailer in the United States for $3.2 billion. Hughes Supply was integrated into The Home Depot Supply to better serve business-to-business customers; the Home Depot Supply rebranded under the new name HD Supply in January 2007. Five months The Home Depot sold HD Supply to a consortium of three private equity firms, The Carlyle Group, Bain Capital and Clayton and Rice. On January 2, 2007, the Home Depot and Robert Nardelli mutually agreed on Nardelli's resignation as CEO after a six-year tenure.
Nardelli resigned amid complaints over his heavy-handed management and whether his pay package of $123.7 million over the previous five years was excessive, con
The Advertising Council known as the Ad Council, is an American nonprofit organization that produces and promotes public service announcements on behalf of various sponsors, including nonprofit organizations, non-governmental organizations and agencies of the United States government. The Ad Council partners with advertising agencies which work pro bono to create the public service advertisements on behalf of their campaigns; the organization accepts requests from sponsor institutions for advertising campaigns that focus on particular social issues. To qualify, an issue must have national relevance; the Ad Council distributes the advertisements to a network of 33,000 media outlets—including broadcast, print and Internet—which run the ads in donated time and space. Media outlets donate $1.8 billion to Ad Council campaigns annually. If paid for, this amount would make the Ad Council one of the largest advertisers in the country; the organization was conceived in 1941, it was incorporated as The Advertising Council, Inc. on February 26, 1942, On June 25, 1943, it was renamed The War Advertising Council, Inc. for the purpose of mobilizing the advertising industry in support of the war effort.
Early campaigns encouraged enlistment to the military, the purchase of war bonds, conservation of war materials. Before the conclusion of World War II President Franklin D. Roosevelt requested that the Ad Council continue its work during peacetime. On February 5, 1946, The War Advertising Council changed its name back to The Advertising Council, Inc. and shifted its focus to issues such as atomic weapons, world trade and religious tolerance. In 1945, the Ad Council began working with the National Safety Council. Since Roosevelt, every U. S. president has supported the Ad Council's work. In the 1950s, First Lady Eleanor Roosevelt and General Dwight D. Eisenhower appeared in the Ad Council's anti-communism ads. In the 1980s First Lady Nancy Reagan collaborated with the Ad Council on the “Just Say No” anti-drug campaign; the Ad Council’s first president, Theodore Repplier, assumed leadership of the organization in 1947. Robert Keim succeeded Repplier as Ad Council president from 1966 to 1987, Ruth Wooden succeeded Keim from 1987 to 1999, Peggy Conlon succeeded Wooden from 1999 to 2014, when the current president, Lisa Sherman, began her tenure.
The Ad Council celebrated its 70th anniversary in 2012. The Ad Council released an infographic that demonstrated its impact through the years on issues including safety belts, litter reduction and wildfire prevention. Since 1986, the Ad Council's archive has been housed at the University of Illinois at Urbana-Champaign. People's capitalism was an American propaganda meme popularized in the mid-1950s as a name for the American economic system, it was endorsed by President Dwight David Eisenhower for worldwide use by the United States Information Agency, which employed the term to trumpet the successful aspects of the American economy worldwide during the Cold War. The propagandists depicted the United States as a classless society of prospering workers versus societies of "slaves" in the Soviet Union and China. Savings Bond The first campaign by the War Advertising Council encouraged Americans to support the war effort by purchasing war bonds. Security of War Information—Loose Lips Sink Ships The War Advertising Council's "Loose Lips Sink Ships" and "Keep It Under Your Stetson" public service ads reminded Americans to be discreet in their communication to prevent information from being leaked to the enemy during World War II.
Wildfire Prevention The Ad Council's longest running campaign, Smokey Bear and his tagline, "Only You Can Prevent Forest Fires", was created in 1944 to educate Americans about the harm wildfires could cause the war effort, the danger that the Japanese might deliberately start forest fires by shelling the West Coast of the United States. It was 1947 when the iconic Smokey Bear phrase was coined: "Remember...only YOU can prevent forest/wild fires!" The Forest Fire Prevention campaign has helped reduce the number of acres lost annually to wildfire from 22 million to 8.4 million. American Red Cross The Ad Council PSAs for the American Red Cross has recruited blood donors, enlisted volunteers, raised funds for the Red Cross for more than 50 years. Polio PSAs for the polio vaccine helped get 80% of the at-risk populace immunized, eradicating the disease in the USA. Crying Indian anti-pollution campaign for Keep America Beautiful; the iconic “Crying Indian” ad, which featured Italian-American actor Iron Eyes Cody, first aired on Earth Day in 1971.
The campaign won two Clio Awards. Peace Corps PSAs featuring the tagline "The Toughest Job You'll Ever Love" helped recruit thousands of volunteers to the program. In 1991, 30 percent of Peace Corps volunteers had been reached through the Ad Council's recruitment campaign. United Negro College Fund campaign, with its slogan "A mind is a terrible thing to waste," has helped raise more than $2.2 billion and helped to graduate more than 400,000 minority students from college or beyond. McGruff campaign, with its slogan "Take a bite out of crime" for the National Crime Prevention Council, it was created in 1978. Drunk Driving Prevention Intended to reduce the number of DUI accidents and alcohol-related fatalities, this campaign with the U. S. Department of Transportation has featured the taglines: "Drinking & Driving Can Kill A Friendship", "Friends Don't Let Friends Drive D
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. An IMC is a platform in which a group of people can group their ideas and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences; the campaign theme is the central message that will be received in the promotional activities and is the prime focus of advertising campaign, as it sets the motif for the series of individual advertisements and other marketing communications that will be used. The campaign themes are produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions and marketing mix. Advertising campaigns are built to accomplish a set of objectives; such objectives include establishing a brand, raising brand awareness, aggrandizing the rate of conversions/sales.
The rate of success or failure in accomplishing these goals is reckoned via effectiveness measures. There are 5 key points at which an advertising campaign must consider to ensure an effective campaign; these points are, integrated marketing communications, media channels, the communications process diagram and touch points. Integrated marketing communication is a conceptual approach used by the majority of organizations to develop a strategic plan on how they are going to broadcast their marketing and advertising campaigns. There has been a shift in the way marketers and advertisers interact with their consumers and now see it as a conversation between Advertising/ Marketing teams and consumers. IMC has emerged as a key strategy for organizations to manage customer experiences in the digital age; the more traditional advertising practices such as newspapers and magazines are still used but fail to have the same effect now as they did in previous years. The importance of the IMC is to make the marketing process seamless for both the brand and the consumer.
IMC attempts to meld all aspects of marketing into one cohesive piece. This includes sales promotion, public relations, direct marketing, social media; the entire point of IMC is to have all of these aspects of marketing work together as a unified force. This can be done through methods and activities all while using a media platform; the end goal of IMC is to get the brands message across to consumers in the most convenient way possible. Advantages of using IMC are that it has the ability to communicate the same message through several channels to create brand awareness. IMC is the most cost-effective solution when compared to mass media advertising to interact with target consumers on a personal level. IMC benefits small businesses, as they are able to submerge their consumers with communication of various kinds in a way that pushes them through the research and buying stages creating a relationship and dialogue with their new customer. Popular and obvious examples of IMC put into action are the likes of direct marketing to the consumer that the organisation has a knowledge that the person is interested in the brand by gathering personal information about them from when they shopped there and sending mail, emails and other direct communication with the person.
In-store sales promotions are tactics such as ‘30% off’ sales or offering loyalty cards to consumers to build a relationship. Television and radio advertisement are a form of advertising strategy derived from IMC. All of the components of IMC play an important role and a company may or may not choose to implement any of the integration strategies Media channels known as, marketing communications channels, are used to create a connection with the target consumer. Traditional methods of communication with the consumer include newspapers, Radio, billboards, telephone and door to door sales; these are just a few of the traditional methods. Along with traditional media channels, comes new and upcoming media channels. Social media has begun to play a large role in the way media and marketing intermingle to reach a consumer base. Social media has the power to reach a wider audience. Depending on the age group and demographic, social media can influence a company's overall image. Using social media as a marketing tool has become a popular method for branding.
A brand has the chance to create an entire social media presence based around their own specific targeted community. With advancements in digital communications channels, marketing communications allow for the possibility of two-way communications where an immediate consumer response can be elicited. Digital communications tools include: websites, social media, email and search engines as a few examples, it is important for an advertising campaign to select channels based on where their target consumer spends time to ensure market and advertising efforts are maximized. In the changing marketing and advertising environment, exposure to certain consumer groups and target audiences through traditional media channels has blurred; these traditional media channels are defined as print, out-of-home and direct mail. The introduction of various new modern-day media channels has altered their traditional advantages and disadvantages, it is imperative to the effectiveness of the Integrated Marketing Communication strategy that exposure to certain demographics, consumer groups and target audiences is anticipated to provide clarity and maximum communications impact.
Print media is defined as newspapers and magazines. With the transition in