Rexona-It Wont Let You Down. Essay Example

Rexona Rexona-It Wont Let You Down. Essay Rexona-It Wont Let You Down. Essay INTRODUCTION My chosen product category is personal care product and the specific brand chosen within that category is Rexona deodorant which eliminates bad body odors. Rexona is a deodorant brand manufactured by Anglo Dutch Company, Unilever. It was developed in 1908 by an Australian pharmacist and his wife. Currently, Rexona has at least 8 lines of deodorant. Each line features a specific quality sought in deodorants. With Rexonas unique body-responsive technology, which releases extra protection as needed, it’s known that this deodorant ‘wont let you down’. Rexona is now one of the most preferred deodorants in the local market due to its effective and efficient marketing mix strategies. One of the major marketing mix strategies is the aggressive promotional mix activities performed by Rexona. Each promotional mix had been undertaken by Rexona in assuring its success in the industry. Rexona did their promotion steps through Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Marketing. However, in completing this assignment, two out of the five promotional mix or tools will be explained in detailed which are the Advertising and Public Relations promotion mix activity. Advertising is any paid form of media communication which includes print ads in magazines, trade journals and newspapers, radio and TV announcements, Web-based visibility-building, and billboards. Through advertising, Rexona publish few TV advertisement, commercials and announcement. Public Relations activities promote a positive image, generate publicity and foster goodwill with the intent of increasing sales. Generating favorable media coverage, hosting special events and sponsoring charitable campaigns are examples of public relations activities undertaken by Rexona. QUESTIONS 1. Describe the content of the ads in terms of message, visual or picture, and sound (if any) (10 marks). The message which the advertisement tries to deliver to it’s audience is that when one has bad body odors, it automatically spoils the environment as shown in the advertisement when all the three girls were having so much fun and suddenly one of them stinks, it stops all the fun and there’s nothing to be proud of being a fun spoiler. Another message from the advertisement is that it boosts the self confidence of a person. Before using Rexona, the girl with the body odors problem need to be persuaded to join the other two to dance but after eliminating the problem with Rexona Teens spray deodorant, she does not to be convinced anymore to join in the fun. This advertisement also sends a message of being happy and healthy teenagers who know how to take care of their body odors are the perfect kind of teenagers also the perfect attitude teenagers should posses. The picture in the advertisement are all very exciting with colorful paintings, settings and decorations which automatically sets the environment of actives teenagers who never dies out of idea to make their live as interesting as possible. Since this particular range of Rexona Teens were aimed on teenage girls, the visual are set to be as kinky as it can possibly be. In a way, the three beautiful girls used in the advertisement shows other viewers that no matter how beautiful or feminine one are, it’s alright to admit that one has body odors problem and find a solution towards the problem. Overall, the advertisement presents very attractive pictures and visuals which easily attract teenagers to stay quietly on the respective channel for the next thirty one seconds. The sound used in the advertisement are a very heart pumping, up to beat kind of music sang by the chicky girls, The Spice Girls title â€Å"If You Wanna Be My Lover†. This particular song totally pumps up the whole advertisement to be as enjoyable as it can possibly be. When the girls were having so much fun, the song shows the type of fun they were experiencing. However, when they smell something stinky, the song which was on the peak of its chorus suddenly stops like a dead end which gives viewers the feeling of dissatisfied with bad odors. When the commentator was talking about the product, the excitement in the song was once again played on thus it brings out the felling of relief for the viewers. 2. Describe the details of media used by the ad campaign (4 marks). The ad campaign used by Rexona is a TV commercial advertisement which was first shown on our local television on April 2007. This particular advertisement had also been shown several times on our local television that is TV3. Most of the time, this advertisement was played repeatedly in between the popular Indonesian drama titled ‘Bawang Merah, Bawang Putih’ which is schedule to every Monday to Thursday from 2. 30pm to 3. 30pm. The advertisement also was seen on TV3 during the ‘That’s So Raven’ show on every Friday at 5. 30pm showing on April 2007 and in between the ‘Lizzie Mc Quire’ show on every Saturday at 9. 00pm starting May 2007. 3. Describe in detail the target audience of the ad campaign (2 marks). The ad campaign is designed to aim and target the active teenagers who always find ways and means to boost their self confidence and self esteem in pursuing their daily life activities. It is also targeted to teenagers with body odors problem to help them solves their misery. The aim is also on young and chicky teenage girls who loves to pampered and feel good of themselves. 4. Discuss why you believe the ad would appeal to the target audience (7 marks). The first reason is on the approach of the advertisement towards its target audience which is the teenagers. The approached used by the advertising members are based on humors which totally clicked with the mind and thinking of teenagers. The advertisement was quiet hilarious that it will keep on playing in their mind thus creates awareness towards the products automatically. On the other hand, the young teenage girls used for the aid resembled beautiful, cheerful, happy, active and smart teenagers which also drives the teenage viewers to copy their doings and don’ts which indirectly gives the idea of to be as hip as they are one should be using Rexona Teens deodorant and not others. The excitement, enjoyment and the vibrant energy that is shown in the advertisement would be good enough to appeal to the teenagers. Drama slot such as ‘Bawang Merah, Bawang Putih’, the ‘Lizzie Mc Quire’ show and ‘That’s So Raven’ are mainly watched by teenagers. During these shows, most of the teenagers are in their most feminine mood and especially after watching all the girlish stuff, personal care product would be the first thing they could think of. Repeating the Rexona Teens advertisement during these types of teenagers genre sitcom is among the beat was to inform the target audience the existence of the product. The multimedia technology used in the advertisement is also appealing to the teenagers as it brings the advertisement to a new era and creates the felling of refreshment and up to date kind of satisfaction. With the video conferencing technology shown in the advertisement, it gives teenagers ideas of another activity that can be done to exhilarate the fun. Thus, whenever these teenagers plans to established their video on the net which most teenagers nowadays do, it gives them the idea of Rexona Teens advertisement. 5. Describe the promotion activity used (4 marks). You may attach any picture or details in the appendix. The promotion activity used by Rexona is public relations. With effective public relations, Rexona can increase sales through favorable, nonpaid media coverage and enhance their companys image. Rexona generate publicity through special events, sponsorships, and community activities. On July 2005, Rexona once again held the Rexona â€Å"No Sweat† Challenge and on that particular year the challenge was a team dance competition. The dance challenge will be translated into a 9 episode reality TV show. The Rexona â€Å"No Sweat Dance Challenge† program will be broadcasted at TV3 from 9th August 2007 onwards, on every Tuesday at 7pm. The dance team will get a chance to show off their dance talent on national TV watched by millions. Public relations build goodwill toward the business by raising Rexona Company’s profile in the public eye. Publicity is considered as free advertising. 6. Discuss the coordination between the advertisement and the promotion activity stated in Question 5 (8 marks). Both the advertising in the form of TV commercials and public relations through Rexona Ultimate Dance Challenge bring out the same message to the audience and the target market. Through effective public relation activities, Rexona manages to build a good name and reputation in the eyes of the society thus, with this strong idea of Rexona instilled in the mind of the society and the enhancement of advertising such as TV commercials, it creates a strong preference of Rexona products to the consumers. It can also be done the other way round which means through the effective advertising effort perform by Rexona and being boost up with the public relations activity tells the consumers the credibility of Rexona Company thus eliminates the skepticism of the society towards Rexona products. The advertisement on TV commercials and The Rexona Ultimate Dance Challenge is both targeted on the younger generation and to be more specifically on the teenagers who love to express their feelings through stuff like dancing and etc. The TV commercial intends to create the awareness and to inform the buyers the existence of the product and sometimes it is also through advertising that the buyer are influences to purchase Rexona product. However, nowadays, consumer are getting smarter and are not easily influenced by advertising strategies and techniques which are paid by the company themselves to promote their product thus, obviously the advertisement will promote the product without a single negative point. Hence, usually this is when other promotional mix activity plays their role indirectly in convincing consumers the reliability of Rexona’s product information as shown in advertisement through public relations. Strong public relations let it be in form of organizing events, sponsorship or community activity, the main objectives is to create the relationship with the society and in a way indirectly asking the society to accept Rexona product. Through organizing big events such as The Rexona Ultimate Dance Competition, Rexona shows the society the level and credibility of the company in organizing such an esteem event. Hence, it established a felling of confidence and loyalty by the consumers towards Rexona Company. Bibliography ?Rexona Ultimate Dance Challenge. Retrieved on 10th September 2008, from unilever. com. my/ourcompany/newsandmedia/pressreleases/rexona_Ultimatedancechallenge. asp ? Rexona Unilever. Retrieved on 10th September 2008, from nilever. com/ourbrands/personalcare/Rexona. asp ? How to Established A Promotional Mix. Retrieved on 10th September 2008, from esmalloffice. com/SBR_template. cfm? DocNumber=PL12_3600. htm ? Rexona. Retrieved on 10th September 2008, from http://en. wikipedia. org/wiki/Rexona ? Rexona Teens Bedroom. Retrieved on 10th September 2008, from youtube. com/watch? v=Sq_cUGG8bWE ? Malaysia Rexona Commercial. Retrieved on 10th September 2008, from youtube. com/watch? v=EJaoHJYU4mI

An Overview of Sanctuary Cities

An Overview of Sanctuary Cities While the term has no specific legal definition, a â€Å"sanctuary city† in the United States is a city or county in which undocumented immigrants are protected from deportation or prosecution for violations of U.S. federal immigration laws. In both a legal and practical sense, â€Å"sanctuary city† is a rather vague and informal term. It can, for example, indicate that the city has actually enacted laws that restrict what their police and other employees are allowed to do during encounters with undocumented immigrants. On the other hand, the term has also been applied to cities like Houston, Texas, which calls itself a â€Å"welcoming city† to undocumented immigrants but have no specific laws regarding enforcement of federal immigration laws.   In an example of a states’ rights conflict arising from the U.S. system of federalism, sanctuary cities refuse to use any local funds or police resources to enforce the national government’s immigration laws. Police or other municipal employees in sanctuary cities are not allowed to ask a person about their immigration, naturalization, or citizenship status for any reason. In addition, sanctuary city policies forbid police and other city employees from notifying federal immigration enforcement officers of the presence of undocumented immigrants living in or passing through the community. Due to its limited resources and the scope of the immigration enforcement job, the U.S. Immigration and Customs Enforcement Agency (ICE) must rely on local police to help enforce federal immigration laws. However, federal law does not require local police to locate and detain undocumented immigrants just because ICE requests they do so. Sanctuary city policies and practices may be established by local laws, ordinances or resolutions, or simply by practice or custom. In September 2015, the U.S. Immigration and Customs Enforcement Agency estimated that about 300 jurisdictionss of large U.S. cities with sanctuary laws or practices include San Francisco, New York City, Los Angeles, San Diego, Chicago, Houston, Dallas, Boston, Detroit, Seattle, and Miami. U.S. â€Å"sanctuary cities† should not be confused with â€Å"cities of sanctuary† in the United Kingdom and Ireland that apply local policies of welcoming and encouraging the presence of refugees, asylum seekers, and others seeking safety from political or religious persecution in  their countries of origin. Brief History of Sanctuary Cities The concept of sanctuary cities is far from new. The Old Testament’s Book of Numbers speaks of six cities in which persons who had committed murder or manslaughter were allowed to claim asylum. From 600 CE until 1621 C.E., all churches in England were allowed to grant sanctuary to criminals and some cities were designated as criminal and political sanctuaries by Royal charter.   In the United States, cities and counties began adopting immigrant sanctuary policies in the late 1970s. In 1979, the Los Angeles police department adopted an internal policy known as â€Å"Special Order 40,† which stated, Officers shall not initiate police action with the objective of discovering the alien status of a person. Officers shall not arrest nor book persons for violation of title 8, section 1325 of the United States Immigration code (Illegal Entry).† Political and Legislative Actions on Sanctuary Cities As the number of sanctuary cities grew over the next two decades, both the federal and state governments began taking legislative actions to require full enforcement of federal immigration laws.   On September 30, 1996, President Bill Clinton signed the Illegal Immigration Reform and Immigrant Responsibility Act of 1996 addressing the relationship between the federal government and local governments. The law focuses on illegal immigration reform and includes some of the toughest measures ever taken against illegal immigration. Aspects considered in the law include border enforcement, penalties for alien smuggling and document fraud, deportation and exclusion proceedings, employer sanctions, welfare provisions, and changes to existing refugee and asylum procedures. In addition, the law prohibits cities from banning municipal workers for reporting persons immigration status to federal authorities. A section of the Illegal Immigration Reform and Immigrant Responsibility Act of 1996 allows local police agencies to obtain training in the  enforcement of federal immigration laws. However, it fails to provide state and local law enforcement agencies with any general powers for immigration enforcement. Some States Oppose Sanctuary Cities Even in some states housing sanctuary or sanctuary-like cities and counties, legislatures and governors have taken steps to ban them.In May 2009, Georgia’s Governor Sonny Perdue signed state Senate Bill 269, a law prohibiting Georgia cities and counties from adopting sanctuary city policies. In June 2009, Tennessee’s Governor Phil Bredesen signed state Senate Bill 1310 banning local governments from enacting sanctuary city ordinances or policies. In June 2011, Texas Governor Rick Perry called a special session of the state legislature to consider state Senate Bill 9, a proposed law banning sanctuary cities. While public hearings on the bill were held before the Texas Senate’s Transportation and Homeland Security Committee, it was never considered by the full Texas legislature. In January 2017, Texas Governor Greg Abbott threatened to oust any local officials who promoted sanctuary city laws or policies. â€Å"We are working on laws that will ... ban sanctuary cities [and] remove from office any officer-holder who promotes sanctuary cities,† stated Gov. Abbott. President Trump Takes Action On January 25, 2017 U.S. President Donald Trump signed an executive order titled â€Å"Enhancing Public Safety in the Interior of the United States,† which, in part, directed the Secretary of Homeland Security and Attorney General to withhold funding in the form of federal grants from sanctuary jurisdictions that refuse to comply with federal immigration law. Specifically, Section 8 (a) of the executive order states, â€Å"In furtherance of this policy, the Attorney General and the Secretary, in their discretion and to the extent consistent with law, shall ensure that jurisdictions that willfully refuse to comply with 8 U.S.C. 1373 (sanctuary jurisdictions) are not eligible to receive Federal grants, except as deemed necessary for law enforcement purposes by the Attorney General or the Secretary.† In addition, the order directed the Department of Homeland Security to begin issuing weekly public reports that include â€Å"a comprehensive list of criminal actions committed by aliens and any jurisdiction that ignored or otherwise failed to honor any detainers with respect to such aliens.† Sanctuary Jurisdictions Dig In Sanctuary jurisdictions wasted no time in reacting to President Trump’s action. In his State of the State address, California’s Governor Jerry Brown vowed to defy President Trump’s action. â€Å"I recognize that under the Constitution, federal law is supreme and that Washington determines immigration policy,† stated Gov. Brown. â€Å"But as a state, we can and have had a role to play †¦ And let me be clear: we will defend everybody - every man, woman, and child - who has come here for a better life and has contributed to the well-being of our state.† Chicago Mayor Rahm Emanuel has pledged $1 million in city funds to create a legal defense fund for immigrants threatened with prosecution due to President Trump’s order. â€Å"Chicago has in the past been a sanctuary city. ... It always will be a sanctuary city,† said the mayor. On January 27, 2017, Salt Lake City Mayor Ben McAdams stated he would refuse to enforce President Trump’s order. â€Å"There has been fear and uncertainty among our refugee population the last few days,† McAdams said. â€Å"We want to reassure them that we love them and their presence is an important part of our identity. Their presence makes us better, stronger and richer.† In Tragic 2015 Shooting, Sanctuary Cities Stir Debate The tragic July 1, 2015 shooting death of Kate Steinle thrust sanctuary city laws into the center of controversy. While visiting San Francisco’s Pier 14, the 32-year old Steinle was killed by a single bullet fired from a pistol admittedly held at the time by Jose Ines Garcia Zarate, an undocumented immigrant. Garcia Zarate, a citizen of Mexico, had been deported several times and had been convicted for illegal re-entry into the United States. Days before the shooting, he had been released from a San Francisco jail after a minor drug charge against him was dismissed. Although U.S. immigration officials had issued an order that police detain him, Garcia Zarate was released him under San Francisco’s sanctuary city laws. The uproar over sanctuary cities grew on December 1, 2017, when a jury acquitted Garcia Zarate of charges of first-degree murder, second-degree murder, manslaughter, finding him guilty only of illegally possessing a fire arm. In his trial, Garcia Zarate claimed he had just found the gun and that the shooting of Steinle had been an accident. In acquitting him, the jury found reasonable doubt in Garcia Zarate’s accidental shooting claim, and under the Constitution’s guarantee of â€Å"due process of law,† guarantee, his criminal record, history of prior convictions, and immigration status were not allowed to be presented as evidence against him.   Critics of permissive immigration laws reacted to the case by complaining that sanctuary city laws too often allow dangerous, criminal illegal immigrants to remain on the streets.