Is Sex All That Matter - 1108 Words

In â€Å"Is Sex All That MAtter ?† by Joyce Garity, she offers up commentary on today’s teenagers that are being bombarded with unrealistic expectations of their sexual behavior. Many of the unrealistic sexual images shown in television, advertisements, and magazines influence these adolescents behavior and dreams. Several of these advertisers trumpet sexuality making the teenagers expectation for their own sexual life unrealistic and unsafe, due to the fact that they are unaware of the consequences that can occur; For example, sexually transmitted diseases and unwanted pregnancy. Should advertisers be morally responsible when advertising, or should the teenage consumer be more vigilant and aware of the unrealistic sexual images used in marketing? Should the government become more involved with regulating content and/or modernizing sex education in our public schools? Adolescents must be more realistic as to what they should expect with the unrealistic lifestyle they are trying to live. However, it is understable as to why these teenagers are inspired by all the unrealistic sexual images. Who would not want to be a beautiful model with flawless hair and makeup, living a luxurious lifestyle, and also seeing the people in the advertisements not having to worry about the consequences that may occur because of sex. But apparently the people in these advertisements do not have any consequences as to worrying about using condoms or birth control due to the fact that they do not want toShow MoreRelatedThe History Of Sexuality By Michel Foucault1729 Words   |  7 Pages17th century, sexuality was not a big deal, and various sexual acts were pursued more or less deliberately. Primarily, there was no taboo concerning sex and people of all age groups including children were well aware of sexual behaviours. Michel then points out that sexuality was now shifted to the homes where it was meant to become a personal matter between two exclusive partners (Foucault, 1980). As such, the society manipulated and controlled the issue of sexuality such that it became a reproductiveRead MoreSex And Relationships Are Matters Of Pe1303 Words   |  6 Pagesï » ¿Ã¢â‚¬Å"Sex and relationships are matters of personal choice.† Discuss In modern society as the idea of sex and relationships becomes more liberal the purpose of sex and relationships comes under further analysis. In what is really a matter of just under a century sex before marriage has transformed from a concept that was once expected to one which is rarely practiced and as the attitude towards single mothers takes a similar U-turn we are forced to analyse the purpose of such concepts. Nowadays by manyRead MoreSame Sex, Same Rights992 Words   |  4 PagesSame Sex, Same Rights The sexual preference of people should not determine their acceptance in society. People should be open to understand the union of two individuals of the same sex. The term of marriage has changed over time. What historically was conceived as a man and a woman union should not restrain people from adapting this concept. Many people believe that the marriage between two same-sex couples is not natural. Marriage should be based on love, regardless of sex, color or religion. MarriageRead MoreSexuality As A Social Experience1249 Words   |  5 Pages(Macionis and Plummer, 2012) For many societies, sex or sexuality has long been seen as a taboo. They think that talking or discussing sexuality is an ignominious thing. Under this atmosphere, the societies will recognize sexuality as a private matter, which cannot openly discuss and even mention in the public area. However, is sexuality as a â€Å"real† private matter?    Many people think that sexuality as a natural personal issue of life. However, all the participants of a society are learning whatRead MoreSex Education And The Early 19th Century1204 Words   |  5 PagesSex education is instruction on issues relating to human sexuality, including emotional relations and responsibilities, human sexual anatomy, sexual activity, sexual reproduction, age of consent, reproductive health, reproductive rights, safe sex, birth control, and abstinence. Sex education that covers all of these aspects is known as comprehensive sex education as opposed to the abstinence only education that only promotes abstinence. Common avenues for sex education are parents or caregivers,Read MoreSince The Very Beginning There Has Been Discrimination,952 Words   |  4 Pages Since the very beginning there has been discrimination, corruption, and over all rebellion. People have always fought for their beliefs, one way or another. A widely-spread argument now is the question if gay marriage should become legal. This question has been becoming more public throughout the years. People have had conflicting thoughts about this topic whether gays should be allowed to marry or not. On June 26th, 2015, gay marriage was ruled to have rights that would be protected by the US ConstitutionRead MoreSex Education : A Part Of American Culture1566 Words   |  7 PagesFor decades, sex education in US public schools has been a debatable issue for a minority of people (Shindel Parish, 2013). Healthcare workers insist that with a rise in sexually transmitted infections and unwanted pregnancies among teenagers, sex education is desperately needed in school. On the other hand, there are some parents and other citizens who strongly believe that sex education is something tha t parents should be teaching to their children. These individuals feel that sex education coursesRead More Should Marriage Be Left To The States? Essays1696 Words   |  7 Pagesis. Currently family law is a matter left to a great extent to the states. States have the power to decide who may marry, the legal process required to do so, and what the legal consequences of that marriage are within the state. In all these matters states differ from each other. The state is limited in its actions, though, to the requirement of its own constitution as well as the constitution of the United States. What those constitutions require is often a matter of great debate, but the ultimateRead MoreGay Marriage1041 Words   |  5 Pageswho wrote â€Å"Against Gay Marriage† use in there articles. The main points the authors both discus is the meaning of marriage itself, the social impact same sex marriage will have on society, and the influence on children and teens. Although, the authors ha ve similar themes disused in their topics, there are more differences in how they view same sex marriage. One of the main topics discussed in both of the articles is the meaning of marriage. Sullivan describes marriage as a â€Å"social and public recognitionRead MoreAustralian Law Reform Commission :990 Words   |  4 Pagesof the first few countries throughout the world to legalized gay marriage. Since this approval there has been new debate as to where Australia stands on same-sex marriage. The amount of same-sex couples in Australia increased by 32% from 2006 to 2011 and 70% of the Australian nation believe that Australia should allow the right to same-sex marriage. Before the Marriage Amendment Act 2004 by the Howard Government, there was no previous definition of Marriage in the 1961 Act and the definition was

Dinner Party with the Presidents Essay - 1021 Words

A dinner party with three individuals from the pre-Civil War era would be both entertaining and extremely informative. Although those who lived in the United States hundreds of years ago have little in common in their day-to-day lives and activities, I believe people who lived through these uncertain times would have much wisdom to lend modern-day Americans. For my dinner party, I would invite Andrew Jackson, Abraham Lincoln, and George Washington. All three of the Presidents I would invite to my dinner party grew up in the South and I imagine they each enjoyed a hearty, rich meal. I would serve them Cuban-flavored pork shoulder with black beans and a spicy salsa topping including a few flavors they may not be used to including jalapenos†¦show more content†¦House of Representatives. Lincoln earned quick respect with the public for his dynamic personality and as a popular orator. He was well-spoken and his calm demeanor put the public at ease. In reading a number of Lincoln speeches, I find his passion invigorating and inspiring. I also admire the way he seemed to uphold his pledge to do what he believed to be the right course of action despite the power of his opposition. He maintained strong relationships with people like Frederick Douglas that may not have favored his agenda and actions but certainly respected his commitment to a personal ideology (Biography.com n.d.). George Washington was raised in Virginia and married a wealthy woman. He owned a plantation with a number of slaves and later entered politics after his military career in leading the Continental Army during the Revolutionary War. He became the first President and was a prominent participant in composing the Constitution (History.com n.d.). There is hardly another American from pre-Civil War times who may have more to offer in the way of story-telling than George Washington. Certainly, Andrew Jackson would enter the dinner party a little defensive and set out to prove his worth among the group. He would likely also be well aware that his political affiliation may leave him ostracized by the conversation of Washington and Lincoln. Lincoln would certainly talk the most and would likely attempt to bridge the gap between all of the dinner guests, including me.Show MoreRelatedMy First Chose Over For Dinner788 Words   |  4 PagesPresident, activist, and an influencer can contributed positive impact of mind kind. The people I chose did the exact same thing. Without them the world won’t be the same. Doing astonishing things, which others can’t do or would not have dare to do. With the three people chosen, people gain rights and obligations. For dinner I will have garlic, tomato spaghetti and roasted chicken. For dessert, I will bake my famous banana bread. The guest also eat other dishes they didn’t have during their timeRead MoreThe Revolutionary Generation By Joseph J. Ellis1350 Words   |  6 Pagesthe Founding Fathers of America. As they saw themselves as brothers (with the exception of Abigail Adams), they often did not agree on most of each other’s ideas. A prime example would be the 1790’s, when America witnessed the birth of political parties. The Founding Fathers encountered numerous tests as they tried to establish a democratic republic, due to the fact of various different visions of the early politicians. Ellis displays The Founding Brothers through hindsight and retrospect. Thus allowingRead MoreThe Role Of The First Lady From Nothing Essay1617 Words   |  7 Pageshostess duties, a position in politics, and a X public image, they set the example for the many future first ladies to come. George Washington became the first President of the United States when he was unanimously elected in 1788 (â€Å"Miller†). Martha Washington, his wife, then became the first lady, the first of many to come. After President Washington’s inauguration, in the middle of May 1789, Washington picked up her belongings and moved to New York City, the temporary capital of the time, with twoRead MoreThe President : A Man Of Many Hats1125 Words   |  5 PagesAmber Lyles Govt 2305 Professor Mack November 18, 2014 The President: A Man of Many Hats The president of the United States is tasked with my roles and responsibilities to the citizens of this nation. In the early beginnings the role of the president was far less chaotic and bogged down as it is today. The twentieth century marked a beginning for the presidential cabinet to take on new roles and wear many, may different hats. The president of the United States, although has limitations, also hasRead MoreWomen s Rights For Women1094 Words   |  5 Pagesconference on woman’s rights. 68 women and 32 men sign a Declaration of Sentiment. The declaration declared â€Å"equal treatment of women and men under the law and voting rights for women.† One hundred and twenty-six years later Judy Chicago created The Dinner Party, a mixed media installation to celebrate women and women artists from their tyranny of anonymity. Judy Chicago (once known as Judith Sylvia Cohen) was born during a time in which woman were a big part of society but not treated equality. â€Å"I wasRead MoreThe Founding Brothers By Joseph J. Ellis1253 Words   |  6 PagesFounding Brothers, Joseph J. Ellis, the author puts the key players of post – revolution America on BLAST! His slam book, closely mirrors the political turmoil of today. It is marred by a war of words between candidates, personal attacks, media bias, party politics and long standing feuds. Ellis’ factual account of the historical crisis explores challenges each of these ordinary men, our founding fathers faced as they come together to established order and declare their independence from Britain inRead MoreAnalysis Of The Je Quan D. Sailes Irving1166 Words   |  5 PagesSummer Assignment Chapter 1: Chapter 1 focused on introducing two politicians that were about to have a duel on July 11, 1804. Aaron Burr was the third vice president of the United States and the vice president during Thomas Jefferson’s term. Alexander Hamilton was a founding father of the United States and apart of the federalist party. Both Hamilton and Burr were each other s political rival and would insult one another until they arranged a duel to end their dispute. The duel ended with HamiltonRead MoreSummary Of Founding Brothers : The Revolutionary Generation By Joseph J. Ellis1377 Words   |  6 Pagesand evaluates the duel between Alexander Hamilton and Aaron Burr and the blurred motives that drew them to engage in the illegitimate act of dueling. The secret dinner, held by Thomas Jefferson to address issues of foreign debt and the location of the nation’s new capitol, is discussed in the second chapter. Jefferson hosted this dinner for Hamilton and Madison to help resolve their disagreements. Hamilton proposed a plan of complete assumption of the state debt by federal power. James Madison, aRead MoreAustin Lyon . Colten Frey . Mrs. Wilson. American History1314 Words   |  6 Pagesbecame a reporter for the company Hearst Newspapers. John Kennedy was 29 years old when he won the election to congress. Kennedy earned his reputation by serving 3 terms in the house of representatives. John Kennedy met his soon to be wife at a dinner party. He leaned across the table to ask her to go on a date. Kennedy was suffering from many illnesses, including Addison s disease which doctors say is terminal. Kennedys horrible health made nearly everything hard for him. Thanks to his illnessesRead MoreJohn F. Kennedy Was Born Into A Weal thy Family In Boston.1380 Words   |  6 Pagesbecame a reporter for the company Hearst Newspapers. John Kennedy was 29 years old when he won the election to congress. Kennedy earned his reputation by serving 3 terms in the house of representatives. John Kennedy met his soon to be wife at a dinner party. He leaned across the table to ask her to go on a date. Kennedy was suffering from many illnesses, including Addison s disease which doctors say is terminal. Kennedys horrible health made nearly everything hard for him. Thanks to his illnesses

Bugatti Research Free Essays

This learning time choose the company of Bugatti because research into the company’s process design and manufacturing process was done in previous classes and the team found the process that Bugatti uses to be interesting. The Bugatti name has been known made to order, high quality, fast spot cars since 1910. The original car produced by Ettore Bugatti was seen as an innovator in the design and quality of cars for that time. We will write a custom essay sample on Bugatti Research or any similar topic only for you Order Now Today the Bugatti name, presently owned by Volkswagen, is still known for producing unique, made-to-order, high-quality automobiles. The Bugatti Company manufactures the high-performance sport car Veyron. The Veyron is available in only a few trim levels. Bugatti uses the make-to-order system to produce it cars. As a result Bugatti only produce a few hundred automobiles a year. The Bugatti Veyron is a vehicle for the super-rich because of the price is over a million United States dollars. The most basic model is only one to two hundred thousand less. A vehicle costing that much has to come with the best technologies and features. The Veyron does not let the buyer down in any area of technology. Some unique features to the Veyron include a rear spoiler that extends and retracts, depending on the speed of the vehicle. The spoiler is a vital safety component of the Veyron. The Veyron’s engine produces more than 1000 horsepower and the engineers at Bugatti designed the spoiler to flip up and act like an air-brake found on airplanes. When the brakes are applied the spoiler assist with the stopping the vehicle at high speeds. Another unique feature of the Veyron is the 10 radiators used to cool down different components in the engine. The purchasing and manufacturing of a Bugatti is the perfect example of lean production, which eliminates waste in the process and purchasing cycle time. Bugatti eliminates waste during production and purchasing. The process is like no other vehicle that is made-to-order. A Bugatti’s purchase is similar but more stringent than the process of buying a home, but with more prestige. To purchase a Bugatti the buyer has to apply for the automobile, the application is submitted to a French security firm for a thorough background check to ensure the applicant’s worth and liquidity. Because of the limited qualified buyers, Bugatti allocates little money for advertising, promoting, and marketing of the automobiles. Instead of promotions, Bugatti invest in shipping demonstrator vehicles to the driveway of selected prospective buyers that have passed background checks. Bugatti also allocates money to pay top race-car drivers to deliver vehicles to the perspective buyers. One of the unique items in the manufacturing process of Bugatti is in the interior leather. The entire manufacturing process of a Bugatti is unique in a sense because an absolute advantage concept is applied. In a sense is used because Bugatti selects suppliers of an aristocratic nature to manufacture their product but spares no expenses. The interior leather is interesting because it is made by Hermes, known for handbags, over competitors like Luis Vuitton or Versace. Researched revealed a relationship dating back to the 1920s between the Hermes and Bugatti families. Hermes has always made luxury leather that complements the Bugatti name. The Bugatti name has and continues to stand for speed and quality. The made-to-order system and lean production process has made the reputation of Bugatti stay strong since the start in 1920. When the Volkswagen Company purchased the Bugatti name in 1998, they promised to live up to the standards of the founder Ettore Bugatti. The unique design and features continues to make the automobiles different from their competitors. The unique design and features also only make the Bugatti attainable only for the rich and famous. How to cite Bugatti Research, Essays

Marketing & Management Adidas Case Study with Examples

Questions: 1. Assess the importance to Adidas of using both above-the-line and below-the-line communication. 2. Explain how successful you feel the high cost use of sponsorship has been to Adidas? In your answer suggest other ways in which you feel this promotional budget might have been beneficially spent. 3. Assess the usefulness of Adidas use of social media in its Take the Stage campaign. 4. Young people are a dominant market segment of Adidas target market. Justify whether you feel that this restricts the market for their products, or do you feel that they are doing the correct thing? Answers: 1. The communication of messages that will create attention and attraction for the brand and the product could be both above-the-line and below-the-line. The communications strategies are so done to ensure that the message conveys a commercial as well as a valuable meaning. Thus while promoting a brand or a name, using of these two tactics is essential. Adidas used both above-the-line and below-the-line promotional communication to infuse a sense of strength and importance on their promotional message. It particularly used the sponsoring of the attire for Team Great Britain (Team GB) in the Olympic Games. The line here refers to the awareness or attention level on the marketing objective. The above-the-line communication strategy is using of media and advertising techniques to deliver a message that will rouse the general interest of the public. On the other hand, a below-the-line communication strategy is where the direct selling occurs. It also involves sponsorships of programs, public relation campaigns and social media campaigns that drive the message home. The most significant factor for which a combination of both is utilised by marketers is that while above-the-line communication creates an interest and calls for attention, a below-the-line activity convinces the people of the brand name and its objective. Thus, above-the-line communication creates a brand image and below-the-line activity fosters the brand identity and takes the first step in building a brand trust. Apart from these factors there are some significant differences between the two types of communicating strategy. It is not only the end goal that is defined by the use of the strategies, but also the type of target audience that is targeted through the communication. While ATL or Above-the-line communication will act in favour of a large audience, a BTL or Below-the-line communication will ensure that the target group is limited and it will remove costs and generate more mobility. Again, when the target group is large and complex it is better to use an above-the-line strategy to communicate the message as a whole, it will ensure that the message is universally distributed. Thus, a below-the-line strategy is used when he target group to whom the message is to be delivered is small and limited. It will ensure that it is less costly as there is no wastage on delivering the message to people who are not concerned. In this case scenario, Adidas has a large group of people who forms its customer base. Not only does people wear the brand but are genuinely interested in it. But again the sports lovers are a limited section of people who will buy branded clothing for practising or completing their sporting activity. Hence, it would be effective to make use of both the strategies to ensure that the best of both the methods are applied to receive the ultimate result. The above-the-line campaign of Adidas includes advertisements on TV that features the best sports personality and talents. These ads place the products strategically in the limelight. These advertisements were not restricted to TV but used every available media to showcase the glamorous aspect of the brand. These ads carried a different message than the other sponsor ads and focused on the passion for sports feature. It resulted in creating a niche market for the campaign. Later on, the advertisements changed into the below-the-line mode to a drive of sending the customers to visit the website. It was a more valued communication through which Adidas created a corporate reputation by upholding its strategy to showcase new talents and provide them with life-changing opportunities to meet their favourite sports stars. This "take the stage" activity is termed below-the-line as it did not directly promote the brand name or the product. But at the same time created an identity and built a reputation regarding Adidas' role in the society (Tustin, 2002). The social media campaign and the videos shared on YouTube featuring the Team GB athletes and David Beckhams surprise visit to the photo booth, generated wide awareness of Adidas promoting the sport. Thus, it can be seen how the right mixture of the two kinds of communication strategy played a great role in ensuring that the anticipated message is perceived. Also, it leads to the creation of an image of Adidas being the most popular sports brand in the international scenario and its concern and associatedness with the love for sports. Also, companies like Adidas make a mixture of above-the-line and below-the-line communication processes to effectively measure the success of their activity. The above-the-line communications could be measured by the sales growth and the number of footfalls. A below-the-line communication will not show direct result but will be perceived by the genuine interest of the people and through the response that is gathered from the media. Thus, it is important for Adidas to utilise both the methods of promotion to ensure that its extensive marketing message is delivered to all the targeted groups and the potential groups in an effective manner. Also, the heritage of Adidas being associated with the Olympics could only be focused on the efficiency of the promotional activity that will showcase the attachment and of the brand with the greatest sports event of all times. Finally, it is the wise and clever use of documentaries and TV spots that created the charm of the "Take the Stage" campaign. The above-the-line adverts and the below-the-line documentaries and social media campaigns were significantly important in creating a brand value. This brand value was sustainable as it created an image of the brand that was attached to the brand for a long time. Also, the use of both the type of communication is effective in reducing cost and targeting a wide number of people. An extensive marketing campaign means targeting a greater number of people. Again, for a major event like the London Olympics a brand that is the official sponsor should go all out in its marketing strategies. Thus, the application of both types of communication will promote the message from the front directly and indirectly. This would ensure that the brand perceived in the positive light and is given thought. In the end, the use of above-the-line communication was done to create hype that is very much essential for a sponsor. Also, the use of below-the-line communication program would ensure that the brand is successful in delivering its message and creating a brand image and corporate reputation by directly linking the people with the brand and the Games. It is an example of integrated marketing approach that is done to gain a path breaking success. 2. Sponsorships are one of the significant marketing strategies utilised by the company. The London 2012 was the perfect platform for utilising the sponsorship tactics to create a convincing market base. It is one of the costliest sponsorship programs as Adidas was the first sportswear to offer designer sportswear supplied for all the rounds to Team GB. The branding of the entire event and the Team was effective in establishing itself as a market leader among sportswear brands. The cost efficiency of the activity is still doubted. Adidas has been the tier-one sponsor of the event that paid a 100 million and was the most talked about brand during the entire game. The designing was the most expensive segment along with the Team GB kit. This public relation activity created the platform for further promotions. The campaign also invested in digital activities of including videos and social media feedbacks. Thus, digital media campaigns could be cost effective in a lot way. It is the expenses on the setting up of the booths, celebrity endorsements and involvements as well as the talent contests that took up the most costs. The adverts that guided the people to the websites were also an extravaganza and hence, overall it was the huge investment that led to the success of the campaign. The investment of Adidas in the Olympic was very far-reaching, and it transcended the original marketing of the brand and was successful in achieving incredible results. It is proven by the fact that during the game week the Oxford Street story of the brand achieved sales figure beyond normal than the other stores of the brand. The critics thus acclaimed that this was one of the most incredible marketing activity of all time. Thus, it could be said that the high cost incurred by the Company in the sponsorship activity was effective to a large extent in deriving the result it anticipated. But a loss was perceived in the sector of people's views as according to half of the world Nike was perceived as the brand associated with the sponsorship of London Olympics 2012. Where brands like Adidas invested a fortune in establishing a global exposure and fostering positive values for the brand, it was Nike who somewhat stole the show away (Davies, 2012). This was because the most visible endorsements were not done by Adidas but by Nike. The non-sponsor campaigns were not free to associate themselves directly with the Game or the buzz words. Thus, it was the social media campaigns, the tweets, the videos and the posts that created the hype of the product. It is seemed that Nike was mentioned 25000 times more than Adidas, and so were the tweets. The growth in the Facebook and Twitter page was significant. Also, it was a very smart move to make the athletes wear Nike off the fields and on side events. This success of Nike questions the success of the heavy cost of Adidas' sponsorship program. Hence, few recommendations are suggested to the ways the promotional budget could have been used by Adidas to derive similar success, yet in a very constructive and cost efficient manner. Firstly, it was essential to draw clearly a line between the above-the-line and the below-the-line promotional activity that was adopted. A below-the-line activity is a most necessarily un-conventional way of promoting, but the use of TV adverts to drive the viewers to the website was blurry and convincing. Also, it required much spending for shooting the adverts. A below-the-line promotion of the event like sales promotion, public relations would have fetched similar result. Also, the use of social media pages and linking the websites to the social media pages would have informed the target audience. Secondly, the promotional budget could be divided into conducting separate promotional programs that would benefit the financially weak athletic aspirants of the country. This would have been an effective public relation program that would create a lot of positive vibes. The word of mouth would be effective in creating hype and upgrading the corporate reputation. Also, this activity would have directly linked the campaign with the London Olympics 2012. Also, Adidas could have gone the Nike way of promoting the essence of achieving and spreading of emotional stories through advertising alone. The sponsorship of the event meant taking up of greater responsibilities and more cost and expenditure in the promotion of games and the kits. Although, the event was successful, it would have saved a lot of money spend on designing the kits. Finally, Adidas could have used sales promotion and direct selling methods to ensure that its involvement was perceived. In the store promotions and marketing activities like distributing game tickets or souvenirs. Live show on the stores and branding of sports bar would have fetched more crowds and could have been cost effective at the same time. It is suggested because; during the Olympics the crowd would be most at this places, and thus it would be easy targeting them and driving the idea home. The sports bar and stores would be the most authentic ground for sales promotion activities. Hence, the studies and the case study show that the Olympic "Take the Stage" campaign of Adidas was very successful in creating a strong market base and hype. But is also seen that the expenditure on the campaign and the sponsorship was huge, in comparison to other non-sponsored sports brands, the targets and sales achieved was a bit lower and thus a list of activities that would involve both above-the-line and below-the-line is suggested. These activities would not only directly hit the right note but would also be very cost effective and hence would have proved to be a proper spending of the huge promotional budget. 3. Adidas made a very wise use of a mixture of traditional and digital media to promote its "Take the Stage" campaign for London Olympics 2012. The activities like the photo booth, YouTube videos of the athletes singing and the Adidas take-the-stage app were brilliant marketing ideas that created a lot of buzz regarding the game and the brand. It is seen that the digital media is the most sought after media option of today's world. With the availability of smartphones and the many social media sites, it connects people, especially the youth across the world. It is the best platform available to marketers to reach the youth base and gain maximum share. It works like the word of mouth. People consider them as authentic and put more trust in an article that is approved by others. That is the unique benefit of social media uses Adidas uses that in these campaigns. Adidas has 13 million fans in Facebook and 138k followers in Twitter. But even then, it could be said that social media stands out for quantity than quality. It is already seen that more people hang out in the virtual platforms than on real world. Thus, it is perceived as most to effective to engage the people in these platforms and provide them access to the brands. According to Adidas, it is the digital mentality that is the reason behind the emergence of the social media channels. The fundamentals of marketing are used on the social media platform. The first criteria are to create a clear objective of what is needed to be accomplished. In this case, the objective was to ensure that Adidas becomes the talk of the town for the London Olympics. It wanted to generate the spirit of sports with the zeal to achieve big. Secondly, a company must understand what their customer is, what their need is and how to reach them. Adidas was already aware of the digital mindset and knew that the best platform to reach their potential customers that are the youth is through the social media platforms. It is these places where the sports lovers flock even for their daily updates. Again, the customers of the brand are mostly young people who are into sports or sportswear as they find it cool. Other people are fans of the athletes or are sportsperson themselves. The social media is the platform where these people get their daily dose of news and information, a platform to portray t hemselves and their talents and hence the brand would find majority of their followers and potential customers in these regions (Macleod, 2012). The next stage is to understand what they need and hence the market surveys or patterns shows that the most desperate needs of the people are to get involved with the Olympics. Also, it is seen that these young people love impersonating their favourite athlete or wear what they are wearing. It is a symbol of their love for the celebrity, the social standard and fashion sense. Hence, an opportunity can be provided to the common people to be near their favourite stars or get their hands on articles and clothes that are worn by their favourite stars. The third segment of marketing is the creation of a compelling storyline that will create value and help in connecting with the target group online. For summer Olympic 2012, Adidas gave the opportunity for the kids of UK to get involved with the game. They rolled out videos and stories of the local heroes and activities of kids. It was a huge localised campaign of engagement. This videos and success stories were presented online. To differentiate Adidas from the rest of the brands, the brand recruited 32 young people who were the ambassadors for each district of London. There were 32 documentaries and two TV spots. It showed how Adidas realized the dream of many and then went on showing the individual story of Team GB. This was the value and the connection that was provided. The usefulness of the social media campaign lies in the fact that the number of mentions of #TakeTheStage and @adidasUK in Twitter and Facebook were maximum and crossed over 100,00o and 15,000 times. These results were equally potent even at the time of the closing ceremony. These numbers and figures provide proof to the fact that the campaign was accepted, appreciated by the people. As people will view this page and will share it further, the message will be spread. It does not require must cost in creating a page or uploading a video online. The 24-hour availability of the fans and their constant sharing of feeds, mentions and likes kept the brand name in the forefront for the entire games. This in turn led to the sale of items and the Oxford Street store gaining an unprecedented sales record (Campaignlive.co.uk, 2015). Another essential factor that is noticed is the attribute of social media as a marketing platform. A marketing communication is more effective when there is a two-way street that delivers a message and at the same time gains feedback. This feedback is useful in assessing one's techniques and brings about the required change. Hence, the social media platforms offered pathways of gaining consumer insight. The direct comments, the number of lines were the feedback that helped the brand in structuring and strengthening its campaign strategy. The campaign focused more on quality than over quantity as created the value and sustained it. The campaign was very simple yet very compelling. Starting from the first looks to the opportunities to meet their stars, Adidas created and maintained the idea of delivering value. Thus, it is seen that social media could be a very effective portal for creating a buzz and keep that buzz alive. Also, for brands like Adidas, who cater to the younger generation, this field proves to very useful in reaching them and connecting them with the brand. It is the smart and innovative use of the massive opportunities that led to the success of the overall campaign. 4. Sports are related to physical exercise and are considered as a part of youthful life. It is generally up to the age of 40 that most people are related to sports, and the number is very low. Although, sports is loved by people of all ages it is the young people who are more related to it. Thus, sports lovers are not necessarily the sports buyers. Big sports brands like Adidas and Nike find the young people as their major market segment. Starting from basic sports shoes and fittings to sportswear's and kits are manufactured, designs and sold by these brands (Germano, 2015). Another reason for which the young people are considered as the dominant market segment of Adidas is the social status quo that is attached to the use of sportswear brands. Their favourite sports celebrities easily influence the young people and try to impersonate or copy their styles. Also, peer pressure makes the young people buy stuff and avail products that are considered to be socially top-notch. Thus, it is these reasons that make the big shot brand like Adidas target this person for all their marketing activities. But the dominance of these target market restricts the growth and marketing opportunities of the brand to a certain extent. The youth are targeted by all the sports brands and thus it would be wise for Adidas to concentrate on other segments also. Obviously the brand cannot promote its sports kits and swimwear to people aged above forty. But the promotion of branded relaxing wears, plain tees and other sports memorabilia would attract this target segment. The collection of sports-related memorabilia is a favourite hobby of many people; the brand could easily target them. On the other hand, kids could be targeted with their product range that is custom-made for kids. Printed or graphic clothes with images of sports personalities are a huge favourite among the kids and teenagers. They are a very crucial segment of the brand and will cover the future customer group of the brand. Among the young people, it is mostly the male segment that is targeted by the brand as sports are more related to men. Although, there are enough young women who are involved or interested in sports, the number of aged women interested in branded sportswear and kits is very less. Thus, while it could be said that focusing on a single dominant market would lose away on a great number of people from other segments; it is also seen that the brand won't do well focusing on other segments (Reuters UK, 2015). The kids below twelve years of age are consists of only a miniscule part of the youth segment. The old people are very less compared to the dominant segment and focusing on them would mean changing the brand's original way of doing business. This would affect the brand image and might lose the dominant market group to a large extent. The products that are marketed by the brand are essentially made to cater the dominant market, and it could hardly be said that the dominant market segment of the youth will restrict the sale of the products. Hence, raises the question of whether it is a correct thing to focus on a single segment of the youth to target the marketing of the products. The answer is yes. It is quite right that focusing on a single group does whisk away some major consumers. But the company will suffer great losses if it focuses on some other segments. The product range of the brands are geared, kits and clothing articles that are embossed with the logo, and this is the trademark that incites interest among the dominant target group. For the aged it is more of quality than the market hype that helps them in making the purchase decision. Adidas to gain strong marketing ground uses social media into target its marketing messages to the target consumers. This opportunity will be lost to an extent if the target groups consist of aged people. The traditional media of broadcast and print would be more effective in targeting these people. The cost of advertising and marketing through traditional media is costly and time consuming without any proper methods of evaluating and gaining feedback. Hence, it is another reason that shows why the brand should majorly concentrate to its original and most dominant market segment. Also, while the other sports brands focus on the young people, Adidas moving out of the scenario will be fraught with risk. The brand would lose out on the competitive ground and would require re-positioning of the brand. It is safer and much more competitive to invest in the most popular market segment of the industry. A brand restructuring and repositioning requires in-depth market study, expenditure and different marketing techniques. This might not yield the anticipated result and will totally change the brand image. It would create a very negative impact on the brand. Thus it could be said that for a premium brand like Adidas, sticking to its original idea but at the same time creating different marketing campaigns would ensure that the company continues to enjoy equal fandom and success in the market, and its resources are best utilised. Thus in conclusion it could be said that Adidas has gained a well-deserved accolade through its London 2012 Olympics "Take the Stage" campaign. The campaign targeted not only the dominant youth group but also the sports lovers of UK. It created a very moving story on the success of the athletes and the local heroes of UK. It generated a sense of passion and zeal to achieve in everything. The social media was very widely used as a below-the-lone promotional tactics. The combination of the different techniques, sponsoring of Team Great Britain created the overall hype and helped Adidas take the centre stage in world sports brand industry. Conclusion The Adidas sponsorship campaign of London Olympics 2012 was one of the most successful events of history. The well known sportswear industry took the initiative to not only sponsor the event but Team Great Britain and provide branded and designed sportswear and kits for the events. The company utilised both above-the-line and below-the-line communication strategy to deliver its message widely and extensively (Tustin, 2002). Thus, while above-the-line advertisements called for immediate sales, the below-the-line communication was effective in creating hype and building reputation. The high cost of the campaign was a bit of an extravaganza but was quite effective in reaching the targets. The report highlights the issues and cites examples in providing a recommendation to the effective use of the promotional budget in reaching a greater success. One personal observation is the fact that it is not always the expanse, but the creativity and imaginative ideas that lead to the success of the endeavours. While Adidas spend a lot, Nike adopted better creative methods. But in an overall measure, the different range of activities undertaken by the brand and a combination of above-the-line and below-the-line communication was significant in the success. The company also utilised social media pages and links to the greatest extent to reach their ultimate customers and fans. It created a word of mouth or in this case sharing to generate views, and it was mentioned record-breaking times (Campaignlive.co.uk, 2015). The sportswear culture is more prevalent among the youth and these people could be found easily and successfully through the social media portals and could be targeted and communicated efficiently. The social media portals also offer methods for measuring success. Hence, the decision was excellent and drives maximum people to the websites. Finally, the company made a very wise decision by targeting the dominant market segment through the event. The dominant segment comprises of the young people who are most attracted to branded sportswear for its attachment to the celebrities and due to peer pressure. The company could have targeted older people, but then they would have to provide different products to the target segment (Reuters UK, 2015). This change would not only have created a negative impact but is also ambiguous and risky and will mar the company image. Hence, by targeting kids and teenagers, the company adopted the correct strategy to help the local heroes and make them feel the brand. This enhanced the brand image and reputation and also generated huge sales. The observation made on these is the use of suspense, celebrity endorsement and amazing public relation activities used wisely to target the niche market. The use of social media was right on the mark and the company utilised all its resources. The issues that are identified is the fact that is not much clear demarcation between above-the-line and below-the-line communication that is utilised by the company for the event. This has lead to certain confusion regarding the individual success of the two types of communications strategy. Also, it is hard to define the less costly measures that could be taken for promoting such a large event. The social media promotion was a huge success and wise approach while the target market is still doubted. The research was conducted through the texts and market studies and articles that are available on the internet. The key sources were the criticism of the marketing activity and the company profiles that provided the relevant information and filled up the gap present in the case study. It was thus an extensive research process that provided the solutions and ideas and helped to identify the issues. Personally the exercise was effective in describing and providing much insight into one of the biggest marketing campaigns that were ever taken. Also, there are some brilliant examples and amazing ideas that provide ample opportunities for learning the different marketing techniques and applications that could be used. The task was not only educative but provided rich insight and help for future endeavours. Thus, it could be said that the task is quite successful in providing knowledge, information and opportunity. Also, a lot has been learned about Adidas and the strategies and visions of the brand. The insight is important, and the ability to identify issues and methods are great steps for the learning activity. References 1. Campaignlive.co.uk, (2015).Advertiser of the Year: Adidas. [online] Available at: https://www.campaignlive.co.uk/article/1163680/advertiser-year-adidas [Accessed 16 Aug. 2015]. 2. Davies, L. (2012).Team GB rocks to Queen as Adidas pulls off marketing coup. [online] the Guardian. Available at: https://www.theguardian.com/sport/2012/aug/12/team-gb-rocks-to-queen [Accessed 16 Aug. 2015]. 3. Germano, E. (2015).How Adidas Aims to Get Its Cool Back. [online] WSJ. Available at: https://www.wsj.com/articles/how-adidas-aims-to-get-its-cool-back-1427072066 [Accessed 16 Aug. 2015]. 4. Macleod, D. (2012).Adidas Take The Stage at 2012 Olympics - The Inspiration Room. [online] The Inspiration Room. Available at: https://theinspirationroom.com/daily/2012/adidas-take-the-stage-at-2012-olympics/ [Accessed 16 Aug. 2015]. 5. Reuters UK, (2015).Analysis - Adidas marketing push an uphill battle against cool Nike. [online] Available at: https://uk.reuters.com/article/2014/08/08/uk-adidas-nike-rivalry-idUKKBN0G81MR20140808 [Accessed 16 Aug. 2015]. 6. Tustin, D. (2002).The relationship between above-the-line advertising and below-the-line promotion spending in the marketing of South African products and services. [Place of publication not identified]: [publisher not identified].