Sustainable Tourism in Developing Countries

Sustainable Tourism in Developing Countries To what extent can tourism be  sustainable in developing countries? Introduction Tourism Sustainability Conclusion References Introduction When one looks at monetary flows, along with the creation of jobs, the tourism sector represents one of the largest industries globally[1]. The preceding aspect is an important one, as tourism provides the opportunity for small and medium sized (5 through 500 employees) businesses to form, along with micro enterprises that typical consist of fewer than six people, and usually represent family operations[2]. These types of enterprises create employment opportunities, and in tourism, particularly in developing countries, the influx of tourist money provides openings for street vendors, cart food services, transport, and other self employment[3]. An example of the importance of micro enterprises and SME’s is provided in an International Finance Corporation report authored by Hallberg[4] that states these types of firms represent the majority of employment. She points out that in Ecuador firms with less than 50 employees represents 99 percent of all enterprises in that country, an d 55 percent of employment[5]. In the case of Bangladesh, enterprises with less than 100 employees represented 99 percent of all companies, employing 58 percent of all workers[6]. The preceding has been brought forth to provide the context for this examination in the extent that tourism can be sustainable in developing countries. The point being made is that the hard currency flows represent an economic benefit that is important not only in tourism monies spent, but also as a basis for foreign investment and the creation of opportunities for foreign businesses to set up operations, with tourism as the entree. The foregoing economic benefits represent a critical facet in approaching and understanding the importance of tourism to developing countries. The preceding importance also holds true for developed countries as well. The importance of tourism in developed countries is brought forth by the Assistant Secretary General of the World Tourism Organization, Geoffrey Lipman, who stated â€Å"Showing the full economic impact of the sector in the Index will enhance travel tourism’s relevance for policy-makers†¦The Index makes clear that, although industrialized states currently dominate, poorer countries have a massive potential to be the leading force in international tourism,[7]. The significance of mentioning this Report in the context of this examination is that it provides an analysis of key drivers regarding competitiveness, which are thirteen pillars, as represented by â€Å"1. policy rules and regulations, 2. environmental regulation, 3. safety and security, 4. health an d hygiene, 5. prioritisation of travel and tourism, 6. air transport infrastructure, 7. ground transport infrastructure, 8. tourism infrastructure, 9. information and communication technology (ICT) infrastructure, 10. price competitiveness, 11. human capital, 12. national tourism perception, and 13. natural and cultural resources[8]. The benefits to a country and its populace as a result of tourism can have long term implications economically, however, the foundations, as set forth by the foregoing pillars, indicates that attaining such a goal requires commitment and a national plan to achieve. Tourism Sustainability The preceding brought forth the complexities involved in conducting tourism, highlighting that it is not a segment that can be entered into lightly if long term and sustainable results are to be achieved. An example of the Index illustrates the foregoing: Chart 1 Travel and Tourism Competitiveness Index – Regulatory Framework Segments 1 through 5[9] Pillars 1. Policy 2. Environment 3. Safety 4. Health 5. Priority Rules Sustainability Security Hygiene TT Country Rank Score Rank Score Rank Score Rank Score Rank Score Albania 104 3.69 93 4.08 71 4.93 59 476 104 3.55 Argentina 91 3.95 107 3.94 98 4.45 40 5.62 70 4.23 Austria 22 5.04 53 4.63 21 5.85 37 5.72 32 4.92 Bangladesh 114 3.31 121 3.71 129 2.83 117 2.11 122 2.77 Bolivia 127 2.88 104 3.98 92 4.53 14 6.51 91 3.81 Botswana 74 4.13 68 4.42 50 5.26 97 3.24 82 3.95 U.K. 5 5.54 10 5.56 65 5.01 41 5.58 43 4.69 U.S. 19 5.22 100 4.02 119 3.75 44 5.50 21 5.26 Chart 2 Travel and Tourism Competitiveness Index – Regulatory Framework Segments 6 through 10[10] Pillars 6. Air 7. Ground 8. Tourism 9. ICT 10 Price Transport Transport Infrastructure Infrastructure Compettive Country Rank Score Rank Score Rank Score Rank Score Rank Score Albania 112 2.20 116 2.55 86 2.53 86 2.16 90 4.33 Argentina 67 2.94 90 3.05 53 3.91 54 3.03 41 4.94 Austria 29 4.25 10 6.03 1 7.00 20 4.88 104 4.17 Bangladesh 116 2.12 69 3.56 122 1.29 122 1.52 10 5.44 Bolivia 108 2.25 114 2.59 99 2.21 106 1.81 14 5.32 Botswana 77 2.72 72 3.50 78 2.80 92 2.05 6 5.49 U.K. 4 5.65 11 5.85 16 6.18 9 5.46 127 3.44 U.S. 2 6.34 19 5.45 6 6.74 13 5.23 105 4.18 Chart 3 Travel and Tourism Competitiveness Index – Regulatory Framework Segments 11 through 14[11] Pillars 11. Human 12. Affinity 13. Natural 14. Cultural Resources Resources Resources Country Rank Score Rank Score Rank Score Rank Score Albania 58 5.03 6 6.32 130 1.87 75 2.17 Argentina 60 5.01 74 4.69 12 5.01 41 3.29 Austria 19 5.62 23 5.45 37 4.00 11 5.59 Bangladesh 107 4.26 125 3.95 100 2.61 109 1.44 Bolivia 98 4.60 116 4.18 15 4.86 62 2.45 Botswana 124 3.36 58 4.85 31 4.20 113 1.37 U.K. 7 5.87 90 4.54 27 4.35 4 6.28 U.S. 5 5.91 114 4.29 2 6.04 7 5.83 The preceding Charts provide a summary look at the varied areas that a country needs to consider in order to make tourism work in the face of the high rate of competitiveness. It points out the comparative facets inherent in generating tourism as well as a basis for understanding areas of deficiency and potential strengths in crafting a plan for sustainability. In order to increase and build the tourism sector, the country, its business community as well as populace need to be able to contribute as well as participate in the process. Britton[12] helps us to understand that tourism entails â€Å"†¦travel flows; microscale spatial structure and land use of tourist places and facilities; economic, social, cultural, and environmental impacts of tourist activity; impacts of tourism in third world countries; geographic patterns of recreation and leisure pastimes; and the planning implications of all these topics† as vital areas. In order to arrive at the point of sustainability in tourism, third world countries have to have or be in the process of developing the underlying structures that create and generate attraction for potential visits, with the understanding that other locales are engaging in the same objectives[13]. Thus, sustainability means building upon what currently exists via definitive plans to maintain present levels, and of course enhance them in order to compete effectively. Richards and Hall[14] advise that sustainable tourism represents a broad range of issues, which the Travel and Tourism Competitiveness Index illustrated[15]. It, sustainable tourism, includes cultural facets, social accountability, environmental practices, economic considerations, quality of life, safety and security issues in terms of crime and policing. Universally, there is no agreed upon framework for sustainable tourism as the conditions, circumstances and allied facets for countries differ. However, sustainability in tourism is a real factor, one that demands the coordinated and concerned effort of the government, businesses and populace to work. In understanding the sustainability aspects and why such is important, one needs to be mindful of the economic ramifications that are the foundation for the importan ce attached to tourism by all countries, not just developing ones[16]. Tourism is an economic pursuit, and as such it aids a country, and more specifically city and or region to grow, improve and earn currency from travellers, investment, and new business openings[17]. The importance of tourism as an economic force is evidenced by the General Agreement on Trade in Services (GATS), which developed the first legally binding multilateral agreement that deals with trade in the tourism sector[18]. Its main provision sets forth the elimination of barriers to prevent foreign service providers and investors from participating in market access[19]. In order to make tourism sustainable, governmental policies, standards and practices need to ensure that there are a series of planned steps to enhance the efforts in the tourist sector, which unfortunately is not usually the case in developing countries[20]. Usually, in developing countries, efforts to promote tourism have been initiated and implemented by the private sector as well as in some cases citizen’s groups[21]. The foregoing represents a core issue in that these types of efforts are doomed to be short term actions based upon surges in popularity of an area generated by avant garde travellers that have discovered a quiet, generally unspoiled location, and other disjointed means that does not have an official plan behind it[22]. As shown by the Travel and Tourism Competitiveness Index[23], competition in the tourism segment is marked by a broad number of underlying foundations that require concerted efforts and involvement on the part of the aforementioned government, private business sector, and community. Obvious facets that require government participation on a defined level represent marketing and promotional activities through an official tourist agency, the long term and consistent development of infrastructure related areas such as airports, transport, roads, and other support factors[24]. The United Nations Commission on Sustainable Development[25] points to the importance of national, regional and local governments in planning for sustainable development as the â€Å"†¦providers of social services, builders of economic infrastructure, regulators of economic activity, and managers of the natural environment, local authorities have many direct instruments at their disposal to influence development†. The U.N. Commission on Sustainable Development[26] adds to the preceding by telling us that planned tourism activities are essential to ensure that the local communities have a level playing field in terms of inclusion and involvement concerning the economic wealth generated by tourist activities, along with planning to minimise environmental impacts, and improvement of the social welfare. Tourism is an industry that competes with like locations on the international stage, with many developing countries organised for this area in a concerned manner. To compete on this level, sustainable tourism must operate like a business. Place or destination marketing is a hallmark in the process, which Gold and Ward[27] advise â€Å"†¦ is defined as a process whereby local activities are related as closely as possible to the demands of the targeted customer †¦ (with the intention) to maximise the efficient social and economic functioning of the area concerned, in accordance with whatever wider goals have been established†. Each locale has to identify its special features and communicate the advantages that it has to prospective travelers through concerted efforts. Products and services offered by companies are geared toward the long term, noted by their comprehensive marketing, promotional and related plans to seek competitive advantages, and induce consumer trial[28]. To be effective over the long term, sustainable, destinations need to treat their locales in the same manner that companies do. Conclusion Sustainable tourism in developing countries represents an important economic aspect that can help to spur foreign investment in a broader sphere of industrial areas outside of tourism if conducted in a concerted manner. The importance of the preceding is that tourism is an important economic tool that can be utilised for broad range of areas that can benefit a developing country if its government has the vision, commitment and foresight to see the real world implications and demonstrated successes that tourism can bring. As pointed out, tourism represents a commitment to infrastructure, marketing, promotion, and the involvement of the private business sector along with the local communities that will be impacted to set the foundation for programs, facilities, business opportunities and commercial realisations that benefit the locale. Tourism is a means to change external opinions and perceptions of an area through internally directed programs such as place marketing. While some destinations may have been discovered by travellers or writers and became trendy ‘in spots’ that position will dwindle for the next ‘in spot’ unless the government takes notice and seizes the opportunity to make the location one that stays on the tourist radar. In other instances, locales can be put into the tourist arena as a result of their special circumstances and conditions, such as weather, beaches, lakes, snow, forests, wild animals, monuments and ancient cities, cultural festivals and the like , Whatever the nuance, the building of travel requires planned infrastructure to enhance the experience. Easy transport access, rent cars, power, Internet lines, police, etc. Sustainable tourism requires sustainable efforts in order to make it work. References Apostolopoulos, Y., Gayle, D. (2002) Island Tourism and Sustainable Development: Caribbean, Pacific, and Mediterranean Experiences. Praeger Publishers. Westport, CT, United States Beirman, D. (2003) Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Allen Unwin. Crows Nest, New South Wales Britton, S. (1991) Tourism, capital and place: towards a critical geography of tourism. Vol. 9. No. 4. Environment and Planning Development Bull, A. (1995) The economics of travel and tourism. Longman Press. Melbourne, Australia Coleman, S., Crang, M. (2002) Tourism: Between Place and Performance. Berghahn Books. New York, New York, United States Duffy-Smith, M. (2003) The Ethics of Tourism Development. Routledge. London, United Kingdom Font, X., Bendell, J. (2002) Standards for Sustainable Tourism for the Purpose of Multilateral Trade Negotiations. World Tourism Organisation. Madrid, Spain Gold, J., Ward, S. (1994) Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. John H. Wiley Sons. New York, New York, United States Hallberg, K. (2001) A Market-Oriented Strategy for Small and Medium Scale Enterprises- International Finance Corporation. Discussion Paper 40. Washington, D.C., United States Mahdi, A., Osman, M. (2000) An Assessment of the Effectiveness of Small and Micro-Enterprise Finance in Employment Creation. Retrieved on 6 January 2009 from http://www.iceg.org/NE/projects/labor/epicfinal.pdf Mowforth, M., Munt, I. (2003) Tourism Sustainability: Development and Tourism in the Third World. Routledge. London, United Kingdom Richards, G., Hall, D. (2000) Tourism and Sustainable Community Development. Routledge. London, United Kingdom Porter, M. (1980) Competitive Strategy: Techniques of Analysing Industries and Competitors. Free Press. New York, New York, United States The U.N. Commission on Sustainable Development (1999) Tourism and Sustainable Development: The Global Importance of Tourism. The U.N. Commission on Sustainable Development. New York, New York, United States UNCTAD (2002) Growing Micro and Small Enterprises in LDCs. UNCTAD, New York, United States United Nations Commission on Sustainable Development (1999) Tourism and Sustainable Development: Sustainable Tourism, A Local Authority Perspective. United Nations Commission on Sustainable Development, New York, New York, United States World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease World Travel and Tourism Organisation (1999) The Global Importance of Tourism. Commission on Sustainable Development. World Travel and Tourism Organisation, New York, New York, United States 1 Footnotes [1] World Travel and Tourism Organisation (1999) The Global Importance of Tourism. Commission on Sustainable Development. World Travel and Tourism Organisation, New York, New York, United States [2] UNCTAD (2002) Growing Micro and Small Enterprises in LDCs. UNCTAD, New York, United States [3] Mahdi, A., Osman, M. (2000) An Assessment of the Effectiveness of Small and Micro-Enterprise Finance in Employment Creation. Retrieved on 6 January 2009 from http://www.iceg.org/NE/projects/labor/epicfinal.pdf [4] Hallberg, K. (2001) A Market-Oriented Strategy for Small and Medium Scale Enterprises- International Finance Corporation. Discussion Paper 40. Washington, D.C., United States [5] Ibid [6] Ibid [7] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [8] Ibid [9] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [10] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [11] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [12] Britton, S. (1991) Tourism, capital and place: towards a critical geography of tourism. Vol. 9. No. 4. Environment and Planning Development. p. 451 [13] Mowforth, M., Munt, I. (2003) Tourism Sustainability: Development and Tourism in the Third World. Routledge. London, United Kingdom. p. 6 [14] Richards, G., Hall, D. (2000) Tourism and Sustainable Community Development. Routledge. London, United Kingdom. P. 9 [15] World Travel and Tourism Organisation (1999) The Global Importance of Tourism. Commission on Sustainable Development. World Travel and Tourism Organisation, New York, New York, United States [16] Bull, A. (1995) The economics of travel and tourism. Longman Press. Melbourne, Australia. p. 23 [17] Apostolopoulos, Y., Gayle, D. (2002) Island Tourism and Sustainable Development: Caribbean, Pacific, and Mediterranean Experiences. Praeger Publishers. Westport, CT, United States. p. 11 [18] Font, X., Bendell, J. (2002) Standards for Sustainable Tourism for the Purpose of Multilateral Trade Negotiations. World Tourism Organisation. Madrid, Spain [19] Ibid [20] Duffy-Smith, M. (2003) The Ethics of Tourism Development. Routledge. London, United Kingdom. p. 9 [21] Beirman, D. (2003) Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Allen Unwin. Crows Nest, New South Wales. p. 222 [22] Ibid [23] World Economic Forum (2007) The World Economic Forum’s First Ever Travel Tourism Competitiveness Report. 1 March 2007. Retrieved on 6 January 2009 from http://www.weforum.org/en/media/Latest Press Releases/Tourismpressrelease [24] Coleman, S., Crang, M. (2002) Tourism: Between Place and Performance. Berghahn Books. New York, New York, United States. p. 53 [25] United Nations Commission on Sustainable Development (1999) Tourism and Sustainable Development: Sustainable Tourism, A Local Authority Perspective. United Nations Commission on Sustainable Development, New York, New York, United States [26] The U.N. Commission on Sustainable Development (1999) Tourism and Sustainable Development: The Global Importance of Tourism. The U.N. Commission on Sustainable Development. New York, New York, United States [27] Gold, J., Ward, S. (1994) Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. John H. Wiley Sons. New York, New York, United States. p. 41 [28] Porter, M. (1980) Competitive Strategy: Techniques of Analysing Industries and Competitors. Free Press. New York, New York, United States. pp. 34-36

J. R. R. Tolkien Essay -- essays research papers

Three Rings for the Elven-Kings under the sky, Seven for the dwarf lords in their halls of stone, Nine for mortal men doomed to die, One for the Dark Lord in his dark throne. In the Land or Mordor where the shadow lies. One Ring to rule them all, One ring to find them, One ring to bring them all and in the darkness bind them. In the land of Mordor where the shadows lie†¦ (J.R.R. Tolkien, Rings)   Ã‚  Ã‚  Ã‚  Ã‚  These are the most famous recognized lines in The Lord of the Rings, J.R.R. Tolkiens’ masterpiece. Strong, tall men, fun party loving hobbits, pointy eared elves, short, plump dwarves and slimy, icky, putrid orcs are just a few of the races in Lord of the Rings. (J.R.R. Tolkien, Rings)   Ã‚  Ã‚  Ã‚  Ã‚  This is only a small sample of the information that J.R.R. Tolkien put into his books. Not to mention songs, maps, and plenty more background information. Tolkien created a whole new world for readers with his books. Why did J.R.R. Tolkien have such an interesting life and where did all of his information come from?   Ã‚  Ã‚  Ã‚  Ã‚  It all began when Arthur Reuel Tolkien and Mabel Suffield had their first-born son on January 3, 1982 in Bloemfontein, South Africa. (Darryl Friesen, Early) Tolkien’s early years and barely even memorable ones were spent divided between the city and a country farm. During this time, at school, Tolkien was bitten by a huge tarantula, which would later influence one of his stories in Lord of the Rings. (W.J. Rayment, A Bio)   Ã‚  Ã‚  Ã‚  Ã‚  On February 15th, 1896, Tolkien left South Africa with his mother and younger brother, Hilary to return to England. His father however was also suppose to return to England with them within the next few months, but while he waited in South Africa he caught rheumatic fever and soon died. This left the grieving family with a very limited income. (W. J. Rayment, A Bio)   Ã‚  Ã‚  Ã‚  Ã‚  By now Tolkien was showing great interest in languages and had developed remarkable skills with them. He had already mastered Latin and Greek, and was already making up languages on his own. So, naturally, when Tolkien and his family reached Birmingham, England his mother paid for Tolkien to attend King Edward VI School. (David McDonald, Bio Sketch)   Ã‚  Ã‚  Ã‚  Ã‚  In 1900, Tolkiens’ mother, along with her sister May were received in... ... that Tolkien had to change his address, telephone number, and eventually had to move to Bournmouth at a South Coast Resort. In 1955, The Return of the King, the final book of The Lord of the Rings was published.( Darryl Friesen, Timeline)   Ã‚  Ã‚  Ã‚  Ã‚  With his major book out of the way, Tolkien decided to retire from Oxford and looked back toward his wife. For the next few years Tolkien would work on his liturature and live with his wife peacefully. On November 29th, 1971 Tolkien lost his wife and soon returned to Oxford shortly after. On September 2, 1973, Tolkien died at the age of 81 from an pneumonia at a private hospitol in Bournemouth. (Darryl Friesen, Post)   Ã‚  Ã‚  Ã‚  Ã‚  Tolkiens’ books still live on even after his death. In 1977, The Simarillion was published with the help of Tolkien’s son, Christopher. The Hobbit is recommended of most lists of childrens’ books. On December 19th, 2001, New Line Cinema released a live action movie of The Fellowship of the Ring earning a whopping 95.3 million in its first week. The Two Towers was released in December 2002 and The Return of the King will be released in December 2003. (Darryl Friesen, After)

Bmw Films Essay

Where the BMW films a good idea? How successful was the campaign? In my opinion, the BMW films where a great idea at that specific moment in time. The company had no new product launches to promote. Furthermore, budget was available in order to â€Å"experiment† new ideas and innovative advertising and promotion actions. With this pure branding exercise BMW had little to lose (mainly money) and a huge deal to win. The campaign proved to be an incredibly successful one. In order to measure and justify this effectiveness I have chosen to highlight the following reasons: †¢Number of people who watched the BMW films: The films reached a great amount of people (aprox. 9 million viewers) in the early stages of the campaign. Furthermore, BMW had managed to capture the audience they were targeting †¢Feedback from the viewers: The positive feedback received proved to the marketing team that the campaign had been a success. Comments showed enthusiasm and in some cases even led to action. Feedback from the media: BMW achieved to generate the sufficient interest in order to receive praises from media publications that gave the initiative a â€Å"Hollywood movie† status. †¢Press activity: The marketing team was overwhelmed when they saw that the press activity was 10 times higher than expected. †¢Viral Campaign: One of the most unexpected achievements of the campaign was to produce a massive chain reaction amongst the viewers. 94% of viewers recommended the films to others. †¢Increase in sales: After the BMW films campaign, sales in 2001 increased almost 12% from the previous year. In this year BMW surpassed the 200,000 sold units barrier for the first time in North America. What was the motivation behind the idea? Given the opportunity to do pure branding the marketing team aimed at achieving through non-traditional promotion a memorable campaign that would remain in people’s minds for years to come. The motivation behind the campaign was to â€Å"refresh† the BMW brand by attracting the interest of a younger demographic segment and leave behind the traditionally yuppie customers related to the brand in previous years. The fact that the campaign was distributed through the Internet shows the commitment of the company to attract these younger customers. The key concepts that the campaign was trying to communicate were the excitement of driving, the performance of the BMW cars and the excitement related in driving the â€Å"Ultimate Driving Machine†. A key issue for the marketing team was also to explore new possibilities in terms of promotion and to achieve the highest impact possible amongst the target audience. The first mover advantage had been at the core of BMW’s campaigns and the BMW films were to be no exception to that rule. Who was the target market? What was the typical North American BMW customer? Is it the same as its competitor’s typical client? The â€Å"typical† BMW customer was about 46 years old with an average income of $150,000, well educate, married and with no children. Most importantly, 85% of BMW’s potential buyers were on the Internet before buying a BMW. Their customers saw driving as a pleasure and tended to be leaders. They enjoyed being in control. The competition was targeting different types of clients. The Japanese manufacturers such as Honda, Toyota and Nissan for example, were mainly targeting lower income level customers. As for the higher end brands such as Mercedes, Porsche and Jaguar they were targeting older customers with higher income level more focused on luxury and comfort. How healthy is the brand in the US compared to previous years? What are the weaknesses? At this point in time the BMW brand was healthier than ever before in the US market. In this period, out of the people that intended to buy a luxury brand, 16% said they would buy a BMW against 11% that intended to buy a Mercedes. This represented a significant turning point in BMW’s operations in the US. The strongest weakness I perceive in the BMW brand is the fact that it relates to people who are passionate about driving and look for the excitement of being in control of a car. Furthermore, I believe it is people who tend to be willing to maximize the cars attributes in order to experiment the whole experience the car can provide. In this sense, the brand is perishable, as customers tend to look for other attributes such as comfort; reliability and prestige tend to focus on other brands such as Mercedes or Jaguar. What should McDowell do? Which option is the correct one? In the short term I would recommend McDowell to produce a few more short films in order to take advantage of the momentum created by the previous films. However, this strategy would not be sustainable in the long term as the competition would start copying this format and the effectiveness of the campaign would be diluted. What I would suggest in the long term would be to organize events in the major US cities that would reinforce the BMW Films concept but more personalized towards the customers. The idea behind this would be to create a lasting bond between both parties. In order to achieve a good segmentation of customers to attend these special events I would use the www. bmwfils. com web page to select (through the previously provided information by the customers) the ones that perfectly fit the brands criteria and the ones that have the most potential of becoming BMW customers. Assuming that BMW in the short term will have new products to launch and that the advertising budget will still be low in comparison with competitors, I believe that these events would be a perfect follow up to the BMW films campaign and that expectation would be created amongst the specialized media. Furthermore, not only would BMW be innovating in non-traditional advertising and promotion formats but they would also have the capability of specifically targeting potential customers. In this way BMW would continue to expand on the BMW Films idea but in this case the customers will perceive that they are the ones at the wheels of the â€Å"ultimate Driving Machine†.

The Benefits of Teaching Critical Media Literacy Essay...

We live in an ever-changing world. Our society evolves each day, and in doing so renders certain standards and paradigms obsolete. The field of communications serves as an example of this evolution. For a long time, this sector was dominated by print media. Newspapers, magazines, and letters functioned as the primary methods of information delivery. Within recent years, however, the field of communications has experienced the emergence of a new phenomenon: the internet. The internet has altered greatly the way in which information is delivered and presented. Both interpersonal communications and news stories now can be published and accessed instantaneously. These advances have had a definite impact on all realms of†¦show more content†¦In fact, the average 18 year old student has viewed more than 350,000 advertisements in his lifetime (Semali 13). Each one of those commercials offers the viewer a small piece of knowledge. When you take the time to factor in the im pact of those 350,000 pieces of knowledge, it is not difficult to understand why many people believe that most of a student’s learning takes place outside of school. The aforementioned statistics illustrate how prevalent the media has become in the lives of teenagers. Having recognized this prevalence, we as educators must then address the role played by the media within the daily existence of students. Contrary to traditional educational dogma, it is indeed the job of the teacher to provide students with the skills needed to function in a society dominated by the media. We need to help them develop the ability to understand both traditional and non-traditional modes of communication. By this, I mean that students must be able to explore, critique, and interpret both classic literature and television advertisements. Possessing only one of these two abilities is not enough. In order to be successful in this world, a student must exhibit a penchant for both tasks. In other words, each student must possess a thorough knowledge of what is known as â€Å"critical media literacy†. In its simplest terms, critical media literacy can be defined as using pedagogy toShow MoreRelatedStudy on Technology and Media Literacy With Respect to University Students and Their Professors1079 Words   |  4 PagesThe problem posed in the study concerns technology media literacy wi th respect to university students and their professors. At the local level, some professors and university librarians may also view media literacy as a problem. Easy access to so many information and entertainment choices now requires that people acquire new knowledge and skills to make wise and responsible decisions (Hobbs, 2011, p. 14). 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The students are more culturally and linguistically diverse, many have English as a second language (ESL). This Critical- reflective essay will explore using the four resource model developed by Luke and Freebody, focusing on; how young children learn to read, the four roles within the resources model are Code break er, text user, text participant and text analyst.Read MoreDigital Technologies Essay Temp1609 Words   |  7 Pagesï » ¿Ã¢â‚¬ËœWill the challenges emerging with digital knowledge contexts, for which digital literacy is being deployed, open new horizons for the human art of thinking and creating knowledge?’ (Belisle 2006, p.55). Reference: Harvard Style Knowledge can be interpreted in different ways where one scholar defines knowledge as a learnt education another interprets knowledge as intelligence. Knowledge is  continuing  a process commencing at birth.  Ã‚  Belisle (2006)  states Knowledge is much more than the transmittedRead MoreSustainability, Equity And Biodiversity1455 Words   |  6 Pagesperceptions about current world views and beliefs are challenged, a new way of thinking and of living will be free to emerge. Ecologising education need not be difficult. Humanity’s affinity for nature has been well documented (Gullone, 2000) and eco-literacy can be driven by an innate wonder and joy (Orr, 1992), which are qualities most notably observed in children, allowing ecological thought and sustainable practices to be taught to even the youngest members of society. Australian children in the 0-5