Born to Dance-Ballet Essay Example | Topics and Well Written Essays - 750 words

Born to Dance-Ballet - Essay Example Mr. Carreno won the 1987 New_York International Ballet_Competition and the International_Ballet Competion’s Grand Prix contest. In terms of dance uniqueness and high_point, Carreno mastered the classical ballet dance style. The style includes pas de_bourree, pas couru, and coupe movements. The style incorporates the pieds and echappe jumps. The dance style includes both croisee and efface body_poses (Vaganova, Basic Principles of Classical Ballet). In 2004, Carreno received the prominent Dance_Magazine Award (Roca 187). At 43 years of age, Carreno retired from the American_Ballet Company during 2011(Sulcas 1). In terms of big events performed, Carreno was the principal classical ballet_dancer during the 1990’s prestigious English_National Ballet theatre, the Royal_Ballet theatre during 1993, and the American_Ballet theatre from 1995 until 2011 (Singer 1). Carreno was the principal dancer in the Diana and Action without a shirt (Fuhrer 1). Xiamara Reyes played the leading Ballerina in the dance routine (Sulcas, Theater Pulls out the Showstoppers 1). In terms of biography, Carreno is Cuba’s top ballet dancer, coming from a family of ballet enthusiast. After seriously taking up education at the Cuban_National Ballet_School, Carreno won the Gold_Medal award in the New York Ballet_competition (1987 and the Gran_Prix award in the Jackson,_Mississippi International_Ballet Contest (Singer 1). In terms of what made Corella important, Spain’s Angel_Corella is one of the best ballet dancers of his time. Corella received countless awards for his excellent delivery of the ballet steps. Corella won the Concours International_de Danse de_Danse de Paris as well as the Gold Medal. The two awards led to Corella’s acceptance into the American Ballet Theatre (Jacobs 1). As to high point, Corella became a welcome artist in several prestigious ballet entities. The ballet

Digital Media Platforms and Education Assignment - 10

Digital Media Platforms and Education - Assignment Example It was important to analyze this in order to come up with all the causes of global warming and a solution to the problems its causes. It has previously been understood that human actions contribute a lot to global warming. However, I found out that the extent to which human CO2 factors into the total CO2 generated by planet earth on a yearly basis is only four percent. This was quite informative and changed my way of looking at the whole issue (Archer, 29). This fact does not relieve humans of their responsibility towards the planet. Instead, it helps in putting into perspective the precise scope of the problem and the means by which it should be rectified. From my research, it has been scientifically proven that it is not only CO2 levels that determine global temperature but even the sun and the world’s oceans do. The oceans seventy percent coverage of the earth’s surface gives them a profound effect on regulating our global system’s temperature. Scientists have also recently proven that the global temperature levels have been dictated by the world’s oceans more so than was previously recognized. This is due to a number of observations (Archer, 49). I also learned that technology has contributed to new inventions and learning greatly. Digital media promote new technologies that enrich learning abilities and enable for better skills like in the case of music. Communication has been made easier and more interesting even in classrooms. The rise of social media platforms has enabled me and other people exchange ideas and learn from each other. Digital media has also enabled me and my friends produce and share information that has been helpful both academically and socially. My experience during this course was great and I got to learn about different devices used and how to use them effectively. (Archer, 57).

What Is Sales Forecasting Marketing Essay

What Is Sales Forecasting Marketing Essay Forecasting is a little more scientific than looking into the crystal ball . The scientific basis of forecasting lies in studying past , present and future trends , present and future actions and their effects . What happened in the past is relevant to what is happening now and what could happen in the future . Forecasting  is defined as the process of making statements about the events whose actual outcomes have not yet been observed . A common example might be  the estimation  of some variable of interest at some specified future date .  Prediction  is similar , but it is more general term. Both might refer to formal statistical methods employing   the time series ,  cross sectional  or  longitudinal  data and alternatively to less formal judgemental methods . Usage can differ between areas of application for example in  hydrology , the terms forecast and forecasting are sometimes reserved for the estimation of values at certain specific  future  times , while the term prediction is used for more general estimates , such as the number of times the floods will occur over a long period . WHAT IS SALES FORECASTING ? SALES FORCATING : Sales forecasting is estimating what a companys future sales are likely to be , based on the sales records as well as  the market research . Information used for sales forecasting must be well organized and may include information on the competition and the statistics that affect the businesses customer base . Companies conduct sales forecasting in hopes of identifying the patterns so that the revenue and the   cash flow  can be maximized . Sales forecasting is a difficult area of management . Most managers believe that they are good at forecasting . However , forecasts made usually turn out to be wrong . Marketers argue about whether sales forecasting is a science or an art . The short answer is that it is a bit of both. Sales forecast should be conducted regularly and all the forecasting results need to be measured , so that the future methods can be adjusted if necessary . Before the forecasting process begins marketing , sales or other managers should determine how far ahead the forecast should be done . Short term forecasting is a maximum of three months and is often effective for analyzing budgets and markets . Intermediate sales forecasting is between a period of three months and two years and may be used for schedules ,  inventory and production . Long term forecasting is for a minimum of two years and can be used for long term forecast period and is good for dealing with growth into new markets or new products . Basically sales forecasting is analyzing all the parts of a business from total inventory to the strengths and weaknesses of sales people . Managers must think about changes in customer sales or other changes that could affect the forecasting figures . They must be competitive when they are assessing the competition and how they can surpass the competition to better meet the needs of the target market . IMPORTANCE OF SALES FORCASTING Sales forecasting is the basis of all the business activities . All the business activities may it be a sales related matter , production related matter , finance , advertising etc depend on sales forecasting . Any business firm starts its plan with sales forecasting . Sales forecasting is a self assessment tool for a company . A sales forecast reports , graphs and analyzes the pulse of any business . It is a vital basis for a companys budget . The future direction of the company depends on the sales forecasting .   Sales  are the lifeblood of the business .  Its what helps you pay employees , cover operating expenses , buy more inventory , market new products and attract more investors . Sales forecasting is a crucial part of the  financial planning  of the business . Its a self assessment tool that uses the past and the current sales statistics to intelligently predict the future performance . Sales forecasts are also an important part of starting a new business . Almost all new businesses need loans or start up capital to purchase everything necessary to get off the ground office space , equipment , inventory , employee salaries and  marketing . You cant just walk into a bank with a bright idea and lots of enthusiasm . You need to show them numbers that prove your business is viable . In other words , you need a business plan . The importance of Sales forecasting can be stated as follows : 1 . Overstocking and the under stocking of materials can be maintained by a good inventory control. 2 . With the help of sales forecasting , sales opportunities can be found out on the basis of the forecast . 3 . All the activities in an organization , are controlled on the basis of forecasting . 4 . Advertising and sales promotion expenses are based on sales forecasting . 5 . Sales forecasting is also important in the field of personnel department . The number of sales persons , executives etc can be increased or decreased on the basis of sales forecasting . 6 . Sales forecasting is the basis for financial Planning . 7 . In the field of production , with the help of sales forecasting , producer is able to adjust his production schedules and avoid idle time which leads to efficiency . 8 . Supply and demand of the products can be easily adjusted .   9 . It helps in knowing when and how much to buy . 10 . It helps in the product mix decisions . SALES FORECASTING ON THE BASIS OF PAST Many businesses prepare their sales forecast on the basis of their past sales . Past years Sales forecasting is done with the help of Time series analysis . Time series analysis involves the breaking of past sales down into the four components : The trend are the sales growing , flat lining or are in decline ! Seasonal or cyclical factors Sales are affected by the swings in the general economic activity . Seasonal and cyclical factors occur in a regular pattern . Erratic events these include strikes , fashion fads , war scares and other disturbances to the market , which need to be isolated from the past sales data in order to be able to identify the more normal pattern of the sales . Responses the results of the particular measures that have been taken to increase the sales (e.g. a major new advertising campaign) . Using the time series analysis to prepare an effective sales forecast requires the management to : Smooth out the erratic factors . Adjust for the seasonal variation . Identify and estimate the effect of the specific marketing responses . SALES FORECASTING ON THE BASIS OF PRESENT MARKET As a starting point for estimating the market demand , a company needs to know the actual industry sales that is taking place in the market . This involves identifying its competitors and estimating their sales . An industry trade association will often collect and publish the total industry sales , although rarely listing the individual company sales separately . By using this information , each company can easily evaluate its performance against the whole market . This is an important piece of analysis , Say for example that Company A has sales that are rising at the rate of 10% per year . However , it finds out that the overall industry sales are rising by the rate of 15% per year . This must mean that Company A is losing the market share , its relative standing in the industry . Another way to estimate the sales is to buy the reports from a marketing research firm such as AC Neilsen , Mintel etc . These are usually good sources of information for the consumer markets where the retail sales can be tracked in great detail at the point of sale . Such sources are less useful in the industrial markets which usually rely on the distributors. SALES FORECASTING FOR FUTURE MARKET So far we have identified that how a company can determine the current position . How can the future market demand and the company demand be forecast ? Very few products or the services lend themselves to easy forecasting . These tend to involve a product whose absolute level or the trend of sales is fairly constant and where the competition is either non-existent ( e.g. monopolies such as public utilities ) or stable ( pure oligopolies ) . In most of the markets , the total demand and company demand are not stable which makes the good sales forecasting a critical success factor . A common method of preparing the sales forecast has three stages : Prepare the macroeconomic forecast   what will happen to overall economic activity in the relevant economies in which a product is to be sold . Prepare an industry sales forecast   what will happen to overall sales in an industry based on the issues that influence the macroeconomic forecast . Prepare a company sales forecast   based on what management expect to happen to the companys market share . Sales forecasts can be based on the following three types of information : What the customers say  about their intentions to continue buying products in the industry . What the customers are actually doing  in the market . What the customers have done  in the past in the market . There are many market research businesses that undertake surveys of the customer intentions and sell this information to the businesses that need the data for sales forecasting purposes . The value of the customer intention survey increases when there are a relatively small number of customers , the cost of reaching them is small and they have the clear intentions . An alternative way of measuring the customer intentions is to sample the opinions of the sales force or to the consult industry experts .

René Descartes Argument on the Existence of God Essay -- Philosophy G

Renà © Descartes' Argument on the Existence of God The problem with Renà © Descartes' argument about the existence of God has to do with his rationalist deductive reasoning. Descartes deduces that truth about the existence of God lies within his idea of a perfect God and God's essence (as a perfect being who must exist in order to be perfect). A rationalist philosopher, Descartes discounts human knowledge as a product of our sensory data (our senses) but supports the epistemological stance that our knowledge is obtained through the reasoning processes of our own minds. Because Descartes believes deductive inference is the only path to absolute certainty, he endeavors to use logical arguments and principles (a mathematically natured process of reasoning) to validate the existence of God. But how can principles of logic be used to prove the existence of God? Descartes' attempts to stay deductive when attempting to prove the existence of God are indeed laudable, but some of his arguments are lacking. In proving the existence of God, hi s two main arguments are as follows: the idea of a perfect, infinite being in his own head could only have been created by God Himself, and God's existence cannot be separated from His essence . Descartes must first prove that he exists. He writes, ?For example, during these few days I was examining whether anything in the world exists, and I noticed that, from the very fact that I was making this examination, it obviously followed that I exist? (84). Essentially, a being can be certain of its existence if it can think. Descartes also adds that ideas (thoughts, imagination, etc.) are objectively real: ?For whether it is a she-goat or a chimera that I am imagining, it is no less true that I imagine ... ...ply does not stand. Descartes loses his grasp on certainty by failing to prove God's perfection and that God was the only creator of his idea of perfection. By unsuccessfully proving the existence of God through pure deductive reasoning, Descartes' system may sadly be forever doomed to uncertainty in this particular endeavor. And because Descartes' project of certainty about the existence of God was unsuccessful, the same would follow for his deductions about the sense world. But there is always hope. Perhaps the existence of God was never meant to be proved through deductive reasoning and logic. There is always something to be said about believing in the existence God with nothing more than pure faith. Work Cited Descartes, Renà ©. Discourse on Method and Meditations on First Philosophy . Trans. Donald A. Cress. Indianapolis: Hackett Publishing Company, 1998.

A Background on William Blake Essay

A child of the Romantic Period, William Blake was a poet born into the lively grounds of Soho, England. Since childhood, people observed in him a keen sense of imagination. This recognition then encouraged his parents to support his career path as an artist (Merriman n. p. ). Blake was largely considered as eccentric or demented by his contemporaries, causing him to be denied in his lifetime the recognition he deserved. However, literary critics now consider him an influential force in the development of Romanticism (Barker n. p. ). Blake’s works and style of writing cannot be classified into a single category or genre. However, his works showed recurring themes of knowledge and innocence, heaven and hell, external reality and internal reality, and most of all, good and evil (Merriman n. p. ). Most of his works are expressed with simplicity, except for some of his later works. With this simplicity, Blake was able to portray opposing aspects of human nature. He achieved this superbly by using one literary piece to present the negative side of another earlier literary work. Sorrow: the Antithesis of Joy This style of Blake was highlighted in his two poems Infant Joy and Infant Sorrow. Infant Joy was presented to dwell on the joys of life, childbirth, and existence. Then, in contrast, Infant Sorrow came to life to demonstrate the sadness of life and human existence. Content Comparison. In Infant Sorrow, the infant’s realization that the world is an unhappy place to live in summed up human existence. This poem renders a bleak understanding of human conditions and strongly contrasts with the earlier poem, Infant Joy. This other poem celebrates childbirth, as shown by the infant christening herself as ‘Joy. ’ The voice of her mother celebrates with her baby too. However, the poem’s too-evident joyfulness invites suspicion. The mask of exaggeration can be unfurled to reveal a deeper understanding of human existence. Both poems share similar strong emotions in describing birth, and both use little to no figurative language. However, they differ in structures and in the portrayal of human oppression. The poems both describe the sentiments that surround the birth of a child. Infant Joy portrays the happiness of an infant for being alive (Blake 4-5). There is a sense of gladness because human existence is worth celebrating. When one is born, he/she is given civil rights and freedoms that are worth being born for. Nonetheless, the infant cannot realistically even be aware of herself in such a way. A source even notes that it is still the mother who provides the infant’s voice: she merely projects herself unto her baby’s seeming happiness (Gilham 3). Still, the mother’s voice (as herself) is also present in the poem. She also feels exuberant, so she sings for her baby (Blake 11). On the other hand, Infant Sorrow depicts the infant’s feelings of lack of safety and security, as well as experiences of oppression (Blake 5). The parents in this poem also express resounding emotions, as the â€Å"mother groaned† and the â€Å"father wept† (Blake 1). This first line of the poem emphasized the parents’ sadness and misery about the baby’s birth. Thus, both poems explore the avalanche of powerful feelings that come with childbirth. Use of Figurative Language. Both poems similarly employ little to no figurative language. For Infant Sorrow, the most striking figurative language is the simile, â€Å"Like a fiend hid in the cloud† (Blake 4). This indicates that the baby is like a criminal in the clouds of happiness. The irony stands out: here is a two-day old infant who normally feels peaceful and happy, but in reality should really feel like another criminal who cannot hide anywhere, not even in the comfort of his dreams. Another figurative speech is the pun of â€Å"sulk,† instead of â€Å"suck† (Blake 8). The baby sulks in being fed by her mother, which is confounding, because there should be a natural connection between feeding and existence, a connection that is more positive than depressing. For Infant Joy, there are no evident figures of speech. This makes the poem very straightforward to some extent. Curran calls this as having no word â€Å"in excess† (6), which have made the poem a pithy rendition of childbirth happiness. Structure and Rhyming Patterns. The poems also diverge in different aspects, beginning with their dissimilar rhyming patterns. In Infant Sorrow, Blake uses a regular AABB rhyme scheme for its two stanzas, but in Infant Joy, he utilizes ABCDAC for the first stanza and ABCDDC for the second. The dissimilar rhyming patterns depict the underlying chaos behind the sweet joy of the infant. This rhyming style suggests the incongruence that exists between what is said and what is not said in Infant Joy. Furthermore, the most distinct pattern in Infant Joy is the double rhyme that recurs in lines three, six, nine, and twelve. This rhyming pattern contrasts with the more stable rhyme of Infant Sorrow. As pointed out already, this signifies an uncertainty in the voice of the mother in Infant Joy, as she wishes her child a happy life. The mother could be suppressing the reality that happiness is rarely attainable, when human existence cannot be described as joyful at all. Other Structures. Both poems possess different structures that also impact their meanings. These poems use different strategies in illustrating human oppression. Infant Joy uses two voices of happiness and the theme of innocence to mask the latent doubts of insecurity in the mother’s voice. The voices come from an infant and mother who believe that human life is joyful and so being born into it must be a cause of cheerful disposition. The poem portrays the happiness of an infant in being born: â€Å"I happy am. /Joy is my name† (Blake 4-5). The mother feels high-spirited also and she sings for her baby. The poem also celebrates innocence by repeating the phrase â€Å"sweet joy† five times over in lines 6, 8, 9, and 12. The repetition emphasizes the sweetness of being born and being so young. Infant Joy, however, somehow masks an uncertainty. The mother keeps on saying that the baby is only two days old. In a way, it indicates that this is the main reason why the baby feels too happy; she is still too young to experience the harshness of living. Furthermore, there is a tone of wishful thinking about happiness from the mother. When she says â€Å"Sweet joy befall thee! † (Blake 12), it is more of a benediction rather than a conviction (Gilham 3). In here, human innocence has resembled a mask, a charade for a mother who wishes a form of short-term happiness for her baby. Blake undermines the happiness of human existence through Infant Sorrow, which directly assaults human innocence through dark symbolism, imagery, and figurative expressions. It is quite shocking that an infant would describe a new world as dangerous, one where the infant’s parents would weep or groan, as if in terror. Parents should be happy when they see their baby, but this poem paints an extremely contrasting picture. This point of view can be explained by the fact that Blake lived in a time of war (Curran 6). Thus, in the author’s context, he was right to say that a child born in such a society only â€Å"leapt to a dangerous world† (Blake 2). An infant described as a fiend is also hardly anticipated. This image is quite perplexing, because innocence has been plunged into the murky waters of evil (Blake 4). At the same time, the infant, who has just been born, already feels â€Å"bound and weary† (Blake 7). A baby should be free of the world’s numerous worries, but this infant is like an adult who has been disillusioned by the burdens of human life. The infant even sulks upon his mother’s breast. â€Å"Sulk† is a pun for â€Å"suck,† which renders a different interpretation of depending on a mother for nurturance (Carson 150; Bender and Mellor 300). â€Å"Sulk† underscores the resistance to the passive role of the baby in society (Gilham 4). The struggles of the infant symbolize the struggles of adults against the oppression from political and economic forces of society. The â€Å"swaddling bands† indicate how people also struggle to fight the institutions that make it impossible for them to enjoy their civil liberties. Infant Sorrow, hence, takes the voice of an adult who has briskly shaken off the pretensions of modern liberties. Blake used infants as the starting point of his argument about human existence. Conclusion Infant Joy and Infant Sorrow may directly oppose each other in the choice of words, structure and rhyming pattern.  Underneath them, however, are the same strong human emotions, portrayed simply with little use of figurative language. These poems possess the voice of a weary and dissatisfied adult who wants to escape but cannot wholly leave society. The innocence and happiness was a mere mask for the realities of life. They also express inconspicuously the voice of a human being who constantly fights the battle against dominant social institutions that trample on civil liberties. Ultimately, both poems remarkably render in diverse ways, the tortures of human existence.

Integrated Marketing Communication

During the last decade of the twentieth century, the concept of integrated marketing communications (IMC) received considerable attention from practitioners and academics alike, and that interest has continued into the new millennium (e. g. , Bearden and Madden 1996; Cornelissen and Lock 2000; Duncan, Schultz, and Patti 2005; Garretson and Burton 2005; Nowak and Phelps 1994; Schultz and Kitchen 2000a; Schumann, Artis, and Rivera 2001). As the marketplace has become more fragmented over the years, organizations have embraced IMC as a means to effectively and efficiently target and attract the splintering mass market through the transmission of a unified message across all â€Å"contact points† between organizations and their consumers. Whether the contact point is product packaging, a Web advertisement, or any other â€Å"information bearing experience that a consumer or prospect has with a brand† (Schultz, Tannenbaum, and Lauterborn 1993, p. 1), the goal is to present a message to an audience that is consistent (Duncan 1993) and/or to generate valuable customer information (Roznowski, Reece, and Daugherty 2002; Yarborough 1996). In short, utilization and coordination of various promotion and communication tools is necessary to assure optimal market coverage (Stewart 1996) and to develop a strong marketing program (Nowak and Phelps 1994). Despite its potential contributions, debate still exists regarding the significance of IMC as a practice (e. g. , Cook 2004; Cornelissen and Lock 2000; Gould 2001). Questions pertaining to the prevalence of IMC in the marketplace (Roznowski, Reece, and Daugherty 2002) and regarding its differential applicability across product type (e. g. , Nowak, Cameron, and Delorme 1996) remain. This study was designed to help answer these questions. In recent years, the concept of IMC has made its way into the mainstream of the marketing literature (Duncan and Caywood 1996; Nowak and Phelps 1994; Schultz 2003; Schultz and Kitchen 1997, 2000b; Zahay et al. 2004). This has occurred despite the fact that, in reality, there is no universally agreed upon definition of IMC (e. g. , Cornelissen and Lock 2000; Kliatchko 2005; Schultz and Kitchen 1997; Stewart 1996) and IMC appears to be an evolving concept (Duncan, Schultz, and Patti 2005). While a â€Å"working definition of integrated marketing communication is hard to come by† (Schultz, Tannenbaum, and Lauterborn 1993, p. xv), one simple characterization of the phenomenon poses IMC as the coordination of communication tools for a brand (Krugman et al. 1994). Central to the concept of IMC is the notion that effective communication is accomplished by blending various communication forms–for example, advertising, publicity, sales promotion, and so forth–into a single, seamless entity (Nowak, Cameron, and Delorme 1996). Furthermore, when it is well devised, IMC can generate information that can be used to identify and target different types of consumers with customized communication (Schultz 1997) and, ultimately, help to build a strong relationship with them (Duncan 2002). In a sense, then, IMC involves a process that is circular in nature–a sort of two-way communication between organizations and consumers that gathers and stores responses to communication and uses that information to effectively target consumers in future efforts (Roznowski, Reece, and Daugherty 2002; Schultz, Tannenbaum, and Lauterborn 1993). A review of the phenomenon in practice performed by Nowak and Phelps (1994) uncovered three broad manifestations of integrated marketing communication: IMC as â€Å"integrated communication,† IMC as â€Å"‘one voice' communication,† and IMC as a â€Å"coordinated marketing-communication campaign. † While the distinction among the three manifestations is sometimes hazy, each one poses a slightly different approach that organizations may take to create messages that are uniform in tone and look (Duncan 1993). The â€Å"integrated communications† approach involves promoting brand image and direct audience behavior simultaneously by coupling devices such as brand advertising and public relations communications with consumer sales promotions and direct response tools within an organization's marketing-communication materials, particularly advertisements (Peltier, Mueller, and Rosen 1992). For instance, an ad that contains a direct-response tool (e. g. , a coupon), a public relations appeal (e. g. , support of an esteemed social cause), and brand advertising (e. g. depiction and description of the offering) would reflect the integrated communication form of IMC. A key outcome of this approach is the acquisition of consumer information that is captured when consumers respond to direct-response tools, sales promotions, and the like (Nowak and Phelps 1994). The â€Å"one voice† approach reflects a firm's focus on a single positioning strategy that emphasizes unity among brand/ image advertising, direct-response advertising, public relations, and consumer sales promotions at the outset of a promotional campaign (Reilly 1991; Snyder 1991). In this approach, the position, message, or theme is what ultimately guides an organization's IMC decisions, which ostensibly could be rendered independently by the firm's advertising, public relations, and sales promotion agencies (Nowak and Phelps 1994). The third approach, â€Å"coordinated marketing-communication campaigns,† stresses the need to integrate the activities of different marketing-communication disciplines (e. g. , sales promotions, advertising, and public relations) in order to reach multiple audiences with a synergistic effort (Rapp and Collins 1990; Schultz, Tannenbaum, and Lauterborn 1993). The â€Å"coordinated marketing communication† approach differs from the â€Å"one voice† manifestation of IMC in that it does not simply focus on a single brand position; rather, multiple positions are the norm (Nowak and Phelps 1994), with a goal of targeting multiple audiences (Rapp and Collins 1990). A further comparison of the three forms of integrated marketing communication reveals that the â€Å"coordinated marketing-communication campaign† and â€Å"one voice† approaches to IMC involve an organization's communication activity at a broad level of application, whereas the â€Å"integrated communications† manifestation encompasses a more microlevel application. More precisely, the first two manifestations involve integration across communication campaigns, whereas the latter one entails integration within particular communication devices, such as advertisements. For example, early indications following Super Bowl XL suggested that the ads broadcast during the event were successful not only in terms of their brand advertising, but also in terms of direct response, as evidenced by the increased traffic to the advertisers' Web sites (Horovitz 2006). Of the three forms of IMC, it is the integrated communications† approach that appears to be the one most often utilized in practice (Phelps, Plumley, and Johnson 1994) and the one that is the focus of this study. One broad goal of our research is to discern how the â€Å"integrated communications† form of IMC is manifested in practice. Integrated Marketing Communication Research While the phenomenon of integrated marketing communications has received widespread attention over the past 15 years, there have been very few empirical investigations of its incidence and application. The scant research findings that are available suggest that IMC is perceived to be valuable by practitioners (Duncan and Everett 1993; Roznowski, Reece, and Daugherty 2002) and that its utilization seems to be increasing. For example, one early study found that approximately two-thirds of consumer product companies employed IMC in some manner (Caywood, Schultz, and Wang 1991), while a later investigation reported that 75% of the organizations surveyed had adopted IMC in one way or another (Phelps, Plumley, and Johnson 1994). A more recent investigation revealed that 95 % of Fortune 500 executives responding to an inquiry indicated that their company used IMC to some degree and that nearly the same percentage was at least somewhat satisfied with its results (Roznowski, Reece, and Daugherty 2002). It bears noting that most of these findings are based on respondents' perceptions and may not reflect IMC as actually practiced. In general, most of the examination of IMC has focused on its perceived value and beliefs regarding its potential among packaged or durable-goods marketers. By comparison, there is little documentation of the actual existence or prevalence of IMC in these or other market contexts (Nowak, Cameron, and Delorme 1996). The scant published research on the actual practice of integrated marketing communication suggests that organizations involved in green marketing have been slow to adopt IMC principles in their advertising (Carlson et al. 1996). Meanwhile, retail and consumer service organizations appear to use media and message delivery elements associated with integrated approaches, yet lack strong coordination among these IMC components (Nowak, Cameron, and Delorme 1996). In a further examination of IMC across different business firms (i. e. , business-to-business, retailing, services, and consumer product), it was discovered that coordination among IMC components does indeed exist, yet the selection of specific marketing communication activities differs significantly among the business types (McArthur and Griffin 1997). Given the contradictory results and scarce empirical research, there appears to be a need for further examination of IMC and marketers' activities to plan and execute its implementation (Duncan and Everett 1993; Roznowski, Reece, and Daugherty 2002). Integrated Marketing Communication and Product Type Based on the research results discussed above, IMC appears to be a practice that is used across business contexts, but in different ways (e. g. , McArthur and Griffin 1997; Nowak, Cameron, and Delorme 1996). McArthur and Griffin observe, â€Å"different product-market situations demand different communication tools and techniques† (1997, p. 5). Hence, it is not surprising that a study of media usage within IMC programs revealed differential emphasis on some media when comparing services and retailing firms (Nowak, Cameron, and Delorme 1996) or comparing across services, retailing, business-to-business, and consumer product organizations (McArthur and Griffin 1997). There is even some indication that consumer product firms lag behind others in terms of the degree of attention they accord to IMC (McArthur and Griffin 1997). In addition, and as suggested by Duncan (2005), IMC may be particularly relevant within the services sector. Taken as a whole, these findings suggest that the nature of the product that an organization offers may affect the emphasis it places on IMC and its utilization of different communication materials. Further supporting the notion that the nature of the promoted product may be related to the adoption of IMC is a body of literature that indicates that the advertising of services differs substantively from the advertising of physical goods in several ways (e. g. , George and Berry 1981; Grove, Pickett, and Laband 1995; Legg and Baker 1987; Mittal 1999; Shostack 1977; Stafford and Day 1995). For example, since services are essentially performances (Gronroos 1990; Grove and Fisk 1983) and not things that can be displayed (e. g. , insurance, health care, an airline flight), it is difficult for organizations to communicate about them and for customers to grasp what it is they are likely to receive (Lovelock and Wirtz 2004; Shostack 1977; Zeithaml 1981). Many years ago, in her seminal paper establishing the nature of service products, Shostack (1977) stressed that marketers must strive to â€Å"integrate† evidence of service offerings to compensate for their innate intangibility. She argued that such an effort should involve controlling a broad range of potential clues to foster a concrete, â€Å"total impression† of the service. Essentially, that effort entails coordinating various communicative devices associated with a service and its delivery, including the content of service advertising. George and Berry (1981) similarly argue for the importance of presenting a uniform message as one of the six guidelines for advertising a service. From their viewpoint, â€Å"advertising continuity,† that is, continually using distinctive symbols, formats, and/or themes can reinforce a service's image and differentiate it from the competition. Ostensibly, the creation of a consistent and uniform perception of the service product might also be accomplished as one outcome of effective integrated marketing communications. Yet in a comprehensive overview of the services advertising literature several years ago, Tripp (1997) identified IMC as one of several phenomena related to service advertising's message structure and execution that needed further study. A recent examination of advertisements across various categories of services found a high incidence of IMC portrayed within the ads (i. e. , over 60% of the ads reflected IMC), yet argued that there was room for improvement in terms of the degree of integration that was present (Grove, Carlson, and Dorsch 2002). However, a comparison of advertisements for goods versus services with respect to incidence and character of IMC has yet to be performed, despite the potential applicability of IMC in the area of services promotion (Duncan 2005).