Judiasm & Rastafarianism: A study of the Falashas Essay -- essays pape

Judiasm & Rastafarianism: A study of the Falashas In this research paper I will discuss the ethnic groups of Africans in the Caribbean and Jews in Ethiopia. Jews in Ethiopia call themselves Beta Israel which means `house of Israel.' They are also known as the Falashas. Falasha means `stranger' or `immigrant' in the classical language of Ethiopia (the Ge'ez tongue). I will also describe the culture of the African people displaced into the Caribbean who identify themselves as the Rastafarians and the connections I have made between them and Judaism. I believe that these connections between Judaism and Rastafarianism are more than just similarities that can be found between any two Bible- following religions. I choose the Falashas as the topic for personal, religious and spiritual reasons. I was born into a Jewish household, rich in the traditions and customs of my Hebrew ancestors. I grew up however in the Caribbean, home of the unique culture known as the Rastafari. Throughout my life I have felt a deep connection between Judaism and Rastafarianism. In this paper I seek the origins and history of the connection that I feel in my heart. I believe that the Falashas are the bridge between these two cultures. The connection of the Rastas to Ethiopia is a deep and mystical one. It would take hundreds of pages to illustrate the connections of this culture to Israel. In briefly describing their culture I attempt to illustrate what sparked my attention about the similarities between Jews, Falashas, and Rastas. The Rastas believe that they are originally and ancestrally Ethiopians. They were stolen from their homeland in times of slavery and brought to the `New World'. To say the least, the Rastafarians believe in many of the similar ... .... Leonard E. The Rastafarians. Boston: Beacon Press, 1977. Messing, Simon D. The story of the Falashas,"Black Jews"of Ethiopia. Brooklyn, N.Y.: Balshon Print. & Offset Co., 1982. Campbell, Horace. Rasta and Resistance. New Jersey: First Africa World Press Edition, 1987. White, Timothy. Catch A Fire. New York: Henry Holt and Company, 1994. Steve Barrow and Peter Dalton. Reggae - The Rough Guide. London: Rough Guides, 1997. Chevannes, Barry. Rastafari - Roots and Ideology. New York: Syracuse Univ. Press, 1994. Rapoport, Louis. Redemption song: the story of Operation Moses. San Diego: Harcourt, 1986. Laing, Arlene. Introduction to Jamaica. URL:"http://lamar.colostate.edu/~laingg/" Eznoh, Michael. Jammin Reggae Archives. URL:"http://www.niceup.com/" Bob Marley - The Unofficial Home Page. URL:"http://www.won.nl/dsp/usr/svketel/Music/bmarley.html"

An individual written report on integrated marketing communication Essay

1. Introduction The purpose of the essay is to explore integrated marketing communications (IMC), its definitions and issues, and the importance of a target audience within IMC. It also demonstrates the perspectives of integrated brand promotion and the comparison between integrated marketing communications and integrated brand promotion (IBP). All these elements are supported by a number of organizations that are well- known in their industry. this essay provides and discuss some examples Communications Theory helps to understand the audience’s needs, emotions, interests and activities which are necessary to ensure the accuracy and relevance of any message. Simple communications theory shows a sender sending a message to the receiver, who receives and understands it. However, in real life, many messages are simply ignored, misunderstood or fail loss (Multimediamarketing, 2014) 2. Integrated marketing communications (IMC). IMC is a developing method shown to demonstrate the benefits of marketing communication across all functions of a company that affects customer needs. One of the definitions of IMC is ‘’ the process of managing all sources of information about a product, service to which a customer or prospect is exposed, which behaviorally moves the consumer toward a sale, maintains customer loyalty’’ (Thorson,1996). According to the above definition, integrated marketing communication focuses on behavioral responses from the customer and builds relationships between customer and brand. Another definition of IMC is â€Å"a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact† (Marketing Executives, 2014). This  definition mentions some of the components of integrated marketing communications such as advertising, direct response, sales promotion, and public relations.by brining together all these tools, one can achieve an effective campaign. IMC is directed by its use of different medias to send out the message about one product. 2.1 IMC and organizations The organization can benefit from IMC by consolidating its image, developing a discussion and supporting its relationship with customers. There are many organizations that have been extremely successful and doing excellent jobs of integrating their communication efforts such as Ben & Jerry’s, Nike, The Body Shop, Banana Republic and Apple. These companies established strong brand images by their communication plans which have been an honest outgrowth of their corporate culture (Thorson, 1996). For instance, Guinness is the well-known Irish beer maker that applies the integrated marketing communications strategy. In 2007, it introduced with a campaign that used various media to develop messages and advertisements. Guinness developed ‘Its Alive; this idea extended across all of the communication’s channels. Also, instead of developing separate messages, communications and marketing campaigns for each type of mass media, it chose to improve one main message to interact with its target demographic, which savs time, money and resources (Marketing Executives, 2014) Another example for a company that uses an integrated marketing communication strategy is The Body Shop which has various values such as being against animal testing, protecting human rights and the environment. However, these values have not been communicated clearly to the target market. As a result, The Body Shop launched a campaigns focused on re-communicating those values more clearly and effectively, such as Love Your Body, Love Your Community (LYBLTC). 2.2 Target audience Successful business organizations that use integrated marketing communications have their style of reaching target audiences. They can develop and send messages that are valuable and well-presented, which may cause target audiences to express behavioral, attitudinal and emotional responses. For example, in the United Kingdom, O2, a mobile telecommunications company, developed a new campaign called ‘A world that  revolves around you.’ The main reason to create this campaign was prepay customers felt neglected. Approximately 50 per cent of O2’s customers took advantage of the campaign to benefit from the offer of a 10 percent refund of their quarterly top-ups. The target audience could understand the social media mix that was oriented around them. As a result, it created a successful media plan that involved email, SMS, MMS, online chat rooms and brand street events (Thorson, 1996). 3. Integrated brand promotion (IBP) Recently, more firms try to adopt an integrated brand promotion and avoid focusing on traditional mass media advertising. Integrated brand promotion is ‘’ the use of various promotional tools, including advertising in a coordinated manner to build and maintain brand awareness, identity, and preference’’(O’Guinn, Allen and Semenik, 2003) they mention different promotional tools that have been used instead of advertising, such as event sponsorship, direct marketing, sales promotion, and public relations. However, even though these new methods exist, we still require coordination with the advertising that remains. For example, Procter & Gamble, the company that started selling soap on the radio successfully shifted to selling soap on television. Today P&G sells many products besides soap. However, P&G’s customers have changed, and new IBP techniques are necessary for its brands. NBC Digital Networks and Starcom Media Vest Group are the partners P&G decided to work with to ensure that its brands are entrenched in the entertainment preferred by its targeted consumers. Additionally, P&G product promotions have moved to the Web like many other marketers by creating an online documentary series for its Pampers brand. P&G’s target audience is the couples who are expected to be prime prospects for P&G’s Pampers brand in the future. Integrated brand promotion tools are always preferred by marketers who directed at their target audiences (O’Guinn, Allen and Semenik, 2003) 4. Integrated marketing communication and integrated brand promotion Integrated marketing communications are often perceived as messages present in different mass media, and integrated brand promotion focuses on building a brand by looking at the purpose of that brand. These is All about identifying how the brand can improve consumer’s lives with its benefits, and create an experience for them that includes services, information, education and entertainment. It can build an entire  brand experience. IBP expresses the company vision and its personality by focusing on the brand that is the foundation for integrated marketing communications. Furthermore, IMC and IBP help companies generate more revenue because IMC achieves companies’s objective in increasing the return on marketing spending and IBP can make the brand more appeal and trustworthy (Thorson, 1996). 5. Conclusion This essay has examined IMC and IBP definitions, events and issues related to both strategies. Also, it describes the importance of audiences within IMC compared to IBP, and presented some successful industry examples, such as Guinness, The Body Shop, P&G and O2. 1089 words 6. References: Thorson, E. 1996. Integrated communication. Mahwah, N. J.: Erlbaum. Marketing Executives. 2014. Integrated Marketing: What It Is and Why You Should Embrace It – Part 1. [online] Available at: http://www.marketingexecutives.biz/integrated-marketing-what-it-and-why-you-should-embrace-it-part-1 [Accessed: 11 May 2014]. Multimediamarketing.com, (2014). Integrated Marketing Communications (IMC). [online] Available at: http://www.multimediamarketing.com/mkc/marketingcommunications/ [Accessed 12 May. 2014]. O’Guinn, T., Allen, C. and Semenik, R. (2003). Advertising and integrated brand promotion. 1st ed. Mason, Ohio: Thomson/South-Western.

Achilles A Classical Hero Essay example - 1091 Words

Across the world, ordinary people find heroes that they aspire to imitate. Comic books portray heroes as super strong men in spandex suits, and although a three-year-old child might aspire to be superman, more mature audiences hopefully find more realistic figures to idolize. Take Barack Obama, the President of the United States; he worked his entire life to attain the highest position in our government, President. Obama was not born with a silver spoon in his mouth but to a single mother in Hawaii. Through hard work and motivation, he went to college and received an education at Columbia University. He later obtained a law degree from Harvard University and began working with the Democratic Party. In 1996 he was elected to the Illinois†¦show more content†¦In order to determine whom the true hero is, a basic understanding of the term is necessary. The Greeks believed that their epic heroes bear certain qualities that represent their value of arà ªte, or the use of values to be the best possible. They usually are stronger, smarter, and braver than a normal men and sometimes are sons of gods or of kings. A Greek hero’s birth can be somewhat abnormal and they are usually on a quest to contribute greatly to their people. Today, some of the Greek’s values are still applicable, but as culture has evolved so has society’s outlook on heroes. A Modern day hero is not usually royal or an offspring of a god, and he may not be as physically robust as the Greek warriors, but he still must be superior in character, motivation, intelligence, and altruism to be admired. Modern heroes are characters that are uncompromising in their beliefs, motivated to make a difference in humanity, certain of their actions, and unmoved by detriments to their character. Modern heroes are people like Martin Luther King Jr., Nelson Mandela, and Susan B. Anthony; they all are ordinary on the exterior, but their actions and insight changed the modern world forever. A modern interpretation of heroism cannot always relate to characters created almost 3000 years ago, so a hybrid of the ancient and modern values is necessary in order to be applicable to an ancient character. A character from ancientShow MoreRelatedThe Ili ad Vs. Troy1692 Words   |  7 PagesMadison Slater Poem vs Film The Iliad vs â€Å"Troy† Achilles and Hector fighting with Athena and Apollo on both sides of the Warriors Introduction Written by the ancient Greek poet, Homer, The Iliad was an epic documented on the nearly 10-year long war between the Trojans and the Greeks. Although the epic had occurred in 1194–1184 BC, the epic was passed down through generations, orally, until Homer wrote the Iliad 500 years after the Trojan war in 750 BC. An adaptation of the Homers’ Iliad is DavidRead MoreThe Greek Concept of the Epic Hero Essay1135 Words   |  5 Pages In classical Greek literature, the epic hero is usually defined in terms of the contrasting characters of Achilles and Odysseus, the most important figures in Homers great epic poems The Iliad and The Odyssey. Achilles, the greatest warrior of the Greeks in the Trojan war, is actually a demi-god rather than a human hero, having been dipped in charmed waters by his mother and given the gift of invulnerability. Odysseus, on the other hand, is a fully human character, and his heroism consists moreRead MoreHeroic in Paradise Lost by John Lost Es say1637 Words   |  7 PagesThe theme of the heroic in John Miltons Paradise Lost is one that has often been the focus of critical debate, namely in the debate surrounding which character is the true hero of the poem. 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By selecting the greatest of the Classical Greeks to compare and contrast himself to in his argument, Socrates surreptitiously urges his audience to view him as being of the same caliber as Achilles. This not only authenticates Socrates’ claims,Read MoreHow Does Homer Use The Effectiveness Of Ajax s Speech1723 Words   |  7 PagesAjax’s speech, specifically Ajax’s similarities to Achilles and the speech’s focus on the Greek value of timÄ“ (one’s honor or how one is perceived by others), to reveal the motivations and nature of Achilles. In book IX of the Iliad, Ajax, known primarily for his brute strength and martial prowess, delivers the speech Achilles finds most compelling. Conversely, Odysseus, although the most adept orator sent, is the least effe ctive in convincing Achilles to rejoin the war. In my opinion, this is because