The American Red Cross (ARC) entered the fourth quarter of 2009 with a funding deficit. The efforts to close the funding deficit had been hindered by lower-than-anticipated disaster giving and the country’s economic crisis.
To make up the deficit, the Red Cross Management decided to capture a greater share of holiday and year-end giving.
The key challenges: Most donors think of the Red Cross as an organization that supports when the major disaster hits. Few donors associate the holidays with giving to the ARC. American Red Cross would be competing for share of mind and wallet against other well-established charity campaigns that have become holiday traditions.
Moreover, the ARC had not yet found a truly effective fundraising platform outside of disasters. Even loyal donors do not realize that the American Red Cross helps people in urgent need every single day, in communities all across the country.
Yet another challenge was that not anticipating the need, ARC managers had not allocated the budget and the resources required to create and launch an Integrated Marketing Communication (IMC) Campaign.
To capture a greater share of holiday and year-end giving, American RED Cross hastily organized an IMC Task Committee. You are a marketing consultant and one of your old classmates who works for the Red Cross has asked you to help her in developing the IMC to bolster ARC’s fund-raising efforts.
The IMC Task Committee has identified the following four objectives for the campaign:
1. Increase brand awareness and intention to give.
2. Make a compelling case for the urgency of giving to the ARC in a non-disaster context.
3. Drive the majority of donors online to donate.
4. Increase ARC’s share of holiday/year-end donations.
Please formulate a 5-page(minimum) paper (not including the cover page, abstract, and sources list page) an IMC strategy that must address the following issues/elements:
1. Briefly define Integrated Marketing Communication (IMC) for the Task Committee.
2. Discuss economic, ethical, legal, regulatory, and social issues related to prospective donors.
3. Outline ARC donor characteristics, behaviors, and how would you influence their behavior.
4. Discuss the promotional tools you would use in the proposed campaign.
Body change has been drilled in various routes and for an assortment of reasons since old circumstances; it has existed in some capacity for a great many years. Authentic confirmation recommends that red color extricated from hematite was utilized to paint the body upwards of 20,000 years back. Archeological proof demonstrates that upwards of 10,000 years prior, parts of creature bones, creature teeth, and beautiful stones were utilized to enrich the body. Hair brushes go back to about 5,000 years prior. Water served old people groups as mirrors until 4,500, when the primary mirror is accepted to have been created (Ehsan, 1999, 49-52). Society has advanced since those early days. One need just turn on the TV or leaf through a magazine to be besieged with a wide range of promotions for body adjustment. Concoction medicines can fix hair and change skin tone and surface. Surgical techniques can diminishing or (all the more frequently) enlarge bosom measure. Penile inserts claim to upgrade sexual execution. Undesirable fat can be evacuated in any number routes, running from dietary changes to liposuction. A few indications of maturing can be incidentally turned around with infusions of Botox; others can be forever changed, again through surgery. Today in the western world, body change is broadly drilled in all classes of society. Regularly it is the consequence of societal strain to accomplish flawlessness. Now and again it is a custom or ritual of start inside a gathering or social chain of command. Less frequently, despite the fact that this is consistently expanding, the body is adjusted to change its sexual orientation; this is done through surgical strategies supplemented by hormonal and comparable supplementary medications. Ladies are viewed as the most incessant focuses of this strain to accomplish substantial flawlessness, and consequently they are the most continuous professionals of body adjustment. Be that as it may, this weight influences men too. This paper will analyze four particular kinds of body change: inking and scarification; penetrating; eating routine and exercise; and tasteful surgery. In spite of the fact that these are in no way, shape or form the main strategies for body adjustment, they are among the most broad and they cover a wide range. All things considered, regardless of whether it appears as a minor dietary change or an extraordinary makeover, unmistakably most people in the western world practice a type of body adjustment. Consequently, it is a training which justifies close examination and thought. How far will a few people go in this interest for flawlessness? What amount of this will society endorse? What are the suggestions for our future and that of who and what is to come? These are the issues to be investigated over the span of this examination. Tattoos and Scarification "Tattoo" is gotten from a Tahitian word signifying "to check." The demonstration of inking is accepted to be more than ten thousand years of age, and it has had an assortment of employments all through history. Tattoos have assumed a vital part in different ancestral and social customs. For instance, old Greeks utilized them as a component of a refined secret activities framework. Romans utilized tattoos to obviously stamp culprits and slaves. In Borneo, ladies would have images of exceptional abilities or gifts inked on their lower arms, hence alarming potential marriage accomplices of their attractiveness. In spite of the fact that inking has thrived reliably in numerous societies, its notoriety in western human advancement has varied generally. In the wake of winding down for a few centuries, it was reintroduced in the late seventeenth century, however it was not until the late eighteenth century that it by and by wound up across the board, Even in this way, it frequently had negative affiliations and inked people were generally consigned to the edges of society, for example, crack show peculiarities and fair specialists. In the twentieth century, the craft of inking waxed and disappeared as society quickly changed with the multiplication of new and better advancements. By the late sixties it was still fundamentally an underground task, regularly the provenance of biker gatherings and hoodlums. From the late twentieth century until today, in any case, inking has delighted in recharged prevalence as body enhancement, and is found in a considerably more positive light, regularly as a craftsmanship itself. Notwithstanding the more customary ink tattoos, there are those caused by puncturing as well as consuming the skin. In this procedure, known as scarification, surgical blades or closing up instruments are connected to chosen territories of the skin, and the subsequent scar tissue is the coveted outcome. Better innovation has enhanced procedure and simplicity of use for a wide range of inking; what's more, more clean conditions have reduced the danger of ailments, for example, hepatitis. These two focuses have no uncertainty added to the restoration and reestablished regard for the act of inking. In any case, as it will be talked about, changes in states of mind toward the body have additionally had an impact in its stirred prominence. Body Piercing Body puncturing likewise has a long and shifted history, going back to old circumstances. There are notices of body penetrating in the Bible. Also, it was an incessant routine with regards to antiquated Romans. Roman warriors frequently punctured their areolas, viewing this as an indication of quality and manliness; it was additionally a reasonable measure, a method for joining shrouds to the body. Roman warriors, who generally held the status of slaves, likewise experienced body-puncturing, however as slaves they had minimal decision. Regularly fighters would be subjected to genital penetrating, essentially through the leader of the penis. This was incompletely a defensive measure, enabling the ringed penile tip to be fixing near the body amid fight, shielding it from damage. Be that as it may, it was likewise a regional measure, since they were thought about property of their proprietors. Position of a bigger ring through the penile tip could likewise anticipate sex, making it basically a male virtue belt, to be evacuated at the caution of the combatant's proprietor. Aztec and Mayan Indians were referred to have penetrated their lips as a major aspect of religious custom, trusting this conveyed them nearer to their god. They likewise pierced the septum, trusting this gave them a furious, scaring appearance amid fight. Aztecs and Mayans were additionally attached to lip labrets, which were regularly made of valuable metals and filled profoundly beautifying needs. Amid medieval circumstances the craft of body penetrating lost support, recapturing notoriety amid the Renaissance time frame. It appreciated extraordinary ubiquity amid the Victorian Era, because of the sexual delights it was known to improve. Up to this point, body-puncturing, such as inking, was principally connected with periphery bunches in western culture. Be that as it may, today it never again exists exclusively in the domain of punk shake and obsession scenes. Nose-, areola , and navel-puncturing is currently normal in contemporary western culture, close by the more conventional pierced ears and the less noticeable genital piercings. Eating routine and Exercise Eating routine and exercise—frequently utilized together—are another type of body change. The eating routine industry is tremendous in western nations. Craving suppressants, both medicine and over-the-counter composes, are to a great degree famous. Craze weight control plans, for example, the South Beach Diet or the Atkins Program draw in and hold substantial quantities of adherents. Wellbeing clubs and exercise centers are another extensive piece of this industry, offering enrollments which guarantee purchasers another lifestyle and a fit—and thin—future. To individuals from a general public who want this more than whatever else, it's anything but a hard offer. Extreme consuming less calories can prompt dangerous dietary problems. The essential issue are anorexia nervosa and bulimia, and they basically harass ladies, for the most part in their adolescents and twenties. In spite of the fact that "anorexia" itself truly signifies "loss of craving," this illness frequently has more to do with a dissent of hunger as opposed to loss of want for nourishment. Its sufferers will go for expanded timeframes without eating, or will eat only the barest measures of nourishment, with an end goal to wind up or potentially stay thin. The most lamentable part of anorexia is that frequently the sufferer loses her very own feeling body, declining to recognize that she has gone route past "thin"— anorexics are regularly gaunt. Bulimia is a turmoil which is portrayed by ingestions of a lot of nourishment—gorging—trailed by a time of cleansing, to free the body of the undesirable calories. Cleansing might be accomplished by retching, either self-instigated or through chemicals, for example, syrup of Ipecac. Intemperate diuretic utilize is likewise connected with this issue. Frequently bulimics will have a low-to-typical body weight when contrasted with anorexics, however sufferers of the two issue confront comparative medical issues because of electrolyte unevenness, wholesome lacks, and related inconveniences. Susan Bordo sees dietary problems as mind boggling, multi-layered scatters in which the sufferer sees her body as outsider, as a danger to control, as a foe. She likewise considers it to be a sexual orientation/control issue and a dissent against the bounds of womanliness. Exercise, then again, can be viewed as a method for currently stating control rather than latently denying oneself. It can be contended that activity is taken by some for work out, however there is most likely that it is additionally a movement that is attempted to battle physical abundances and to apply control over the body. A few types of activity—for instance, working out and weight-lifting, can likewise be a type of applying control without the associative presence of a dietary issue, and are all the more generally attempted by men, however ladies are engaged with this too.>GET ANSWER