French Spanish, Polish And Prussian Influence In The American Revolution Essay Example for Free

French Spanish, Polish And Prussian Influence In The American Revolution Essay On one end of Europe to the other, a simple but dangerous anthem that brought a great change on the face of world history is the word â€Å"why? † Time-honored certainties crumbled: traditional assumptions on the authority of society, the structure of the universe, and even the very existence of God, were put into question. â€Å"Dare to know! † challenged thinkers and philosophers, just centuries before the wave of revolution took place in different parts and phases in Europe and America. This also paved the way for the equal emphasis on practical and theoretical doctrines, which has placed great faith in innovation and a belief that all members of the human race had a right to share its fruits. Such principles as these, embodying new visions of human rights and opportunities, would be translated into action before the end of the century. In North America, England’s 13 colonies severed themselves from the mother country to forge a republic. In 1776, the revolutionaries issued a Declaration of Independence, with a text that rang out with enlightened precepts, ranging from the practical notion of government accountability to the credo that every individual had a natural right to life, liberty and the pursuit of happiness. It would take eight years of war before the Declaration could be put into practice, and, when it was, the power relationships within the new state revealed that Enlightenment still had its limitations: the land’s original inhabitants were being remorselessly driven into the wilderness, slavery was legal, and only a small percentage of the male population and none at all of the female enjoyed the right to vote. Nevertheless, the principles of tolerance, self-determination and equal citizenship in a democratic republic had become reality, and the force of these ideas would prove unstoppable. Soon thereafter the Old World experienced its own revolutionary upheavals. In 1789, France’s disaffected bourgeoisie and downtrodden poor rose up together against their weak but autocratic king. The men who came to power when the monarchy fell were the children of the Enlightenment. They had imbibed the unsentimental rationalism of Voltaire, the broad historical perspectives of Montesquieu, and the passionate social idealism of Jean Jacques Rousseau (â€Å"The Age of Reason†). The bloody course of their Revolution, with its years of terror and turmoil, might have horrified these mentors, but the Revolution’s rallying cry of â€Å"Liberty! Equality! Fraternity! † was a triumphant answer to a century of searching and fundamental questions. II. The American Revolution â€Å"That whenever any form of government becomes destructive of these ends, that is against the protection of life, liberty and the pursuit of happiness, it is the right of the people to change or to abolish it and to establish a new government laying the foundation on such government as to them shall seem most likely to affect their safety and happiness. † American Declaration of Independence The signing of the Declaration of Independence as drafted by Thomas Jefferson summed up the spirit of America’s feelings on liberty and equality. It expressed their final resolve to break with Britain and put an end to the long years of rule by a king and Parliament thousands of miles away from America. This document united the thirteen colonies of diverse culture, faith, and temperament, uniting them as a new nation. They had crossed the Rubicon. â€Å"We must all hang together or else we will be hanged separately by our enemies,† warned Benjamin Franklin, a delegate from Philadelphia (J. Foe, C. Parco, and M. Coronado. â€Å"Revolution in America and France†). The Fight for Freedom America’s first shots of the revolution were fired in Lexington, Massachusetts. British soldiers had been sent on a secret raid to find and destroy rifles that had been collected by the revolutionaries. Warned by patriots such as Paul Revere, colonists fired upon the British troops. The American Revolution had begun. The Americans were up against a military giant, with 50,000 well-trained troops and another 50,000 Americans who wanted to remain British. The British were well-equipped; they had superior numbers, and had their great navy offshore the colonies. Nevertheless, the inexperienced Americans ‘slew the giant’. There were several factors that contributed to their victory. The Americans were fighting on their own territory for their own survival. The British, on the other hand were not well-motivated to fight, and frequently faced unfamiliar and unfriendly territory. The English troops included Hessian mercenaries from Germany, who became attracted to the ideals of freedom and often defected to the Americans. Although the Americans were poorly trained as soldiers, they had much experience handling guns in the wilderness of America. Further, they were led by a competent and tough leader by the name of George Washington. He inspired hope and courage in his men when all seemed to be lost. Although he had never won any battle before the revolution, Washington was a good military strategist. During the war, the British won most of the battles, but Washington made sure the Americans never were completely crushed. He only fought the British when the odds were in his favor. He used hit and run tactics against the foes. The red uniform of the British made an easy target of the American snipers. Moreover, the distance between the British forces from their homeland brought communication and supply problems. As one historian noted that ‘every biscuit, man and bullet required by the British troops in America had to be transported across a wide ocean. † The ships were small and cramped and it took at least six weeks to make a one-way trip. To make matters worse, British ships were harassed by pirates and other enemy ships, like the Dutch and the French. Lastly, and probably the most decisive factor, unlike the British who fought alone without allies, the Americans were aided secretly at first and then openly by the French, Spanish, and Dutch. Other foreign influences on the outcome of the war came from the Polish and Prussians. What began as a struggle for American independence turned into a multinational war against England. III. Various Foreign Influences: A. French Contribution About twenty years prior to the outbreak of the revolution, colonial wars fought in North America which started as wars between despots in Europe. These wars, involving Britain and France among others were the War of the League of Ausburg or the â€Å"King William’s War†, the War of Spanish Succession in 1702-14 was â€Å"Queen Anne’s War†, and the Seven Years’ War also known as the French and Indian War (G. Zaide and S. Zaide. â€Å"The Rise of the United States†). France and his allies lost heavily on the French-Indian War, resulting to the loss of her colonies mainly in North America and India. Economic policies of Britain only ensured to make money out of the New World to add to their home treasury and finance their wars in Europe. They restricted trade and raised taxes against the desires of the native Americans. Although the British won, this exacted a great price. The cost of funding the wars and maintaining such colonies, which caused the British to lay down heavy taxes on its American colonies as their means of support in exchange for their protection, ignited a desire from the colonists to liberate them from England’s rule. King Louis XVI of France was not personally sympathetic to the cause of the American Revolution. But he held a grudge against the British who robbed him of his Canadian colony. After suffering a disgraceful loss in the France and Indian War, France wanted to shift the balance of power, hoping to remove some of England’s dominance. The philosopher Rousseau helped Franklin lobby the French government to aid the Americans. Therefore France went to war with the Americans to exact revenge on the British Also, many of the French were sympathetic to the Americans. Later in the war, the French gave large numbers of infantry led by General Lafayette, and French warships reached the American revolutionaries. They volunteered their services including Lafayette, as well as give off their financial support for the training of the many inexperienced and beleaguered American army (â€Å"French Volunteers and Supporters of the American Revolution†). In 1780 came the most crucial help, which was the arrival of French troops in Rhode Island. A year after this resulted to the defeat of the British who were under the command of Cornwallis. American and French troops fighting at each other’s side might have been an odd picture, considering that both parties had been enemies about fifteen years earlier. France’s assistance became a significant instrument for the emergence of America as an independent nation (â€Å"The French Contribution to the American War of Independence†). B. Spanish Contribution That the Spanish fought alongside with Americans in the latter’s bid to be free of Britain’s control is not often taught or largely known by many. The subject’s ambiguity extends amongst historians who are not in agreement towards the extent and importance of Spain’s role for the forging of independence for the colony. According to Samuel Bemis, Spain rejoiced over the fighting by the British and Americans that such a war could result to the dwindling of power for both. Like the French, the Spanish government was far from being inspired by the morals of democracy. It was also poised to seize and regain control of lost territories to England, with the end result of weakening the whole British Empire. But unlike the French, the Spanish support was not impassioned by the oppression felt by the Americans from the British. It could even have felt hostile to the cause, fearing this could spread and inspire its own colonies to revolt. For Bemis, Spain’s involvement was not a key role for the success of the American Revolution (S. Bemis. The Diplomacy of the American Revolution). However, this has been challenged by many historians including Thomas Chavez. They believe that Spanish support played a significant role and its effects are far reaching than thought by many (T. Chavez. Spain and the Independence of the United States: An Intrinsic Gift). The colonists acknowledged that Spain’s financial and military contribution helped brought the victory (M. Recio. â€Å"Exhibit Looks at Spain’s Influence on American Revolution†). C. Polish Contribution Some Polish immigrants played an illustrious military career as they served the Continental Army. Silas Deane and Benjamin Franklin’s recruitment of Tadeusz Kosciuszko in France, a Polish general and considered by his fellow countrymen as a national hero due to his victory over the Russian Empire, paved the Polish influence over American independence. Arriving in America in 1776, he served as a colonel of the Continental Army during the revolution. Kosciuszko became an ardent believer of the tenets sited in the Declaration of Independence. This also led him to make effort to meet Thomas Jefferson, the man who penned the Declaration. The meeting created a bond of deep appreciation and friendship towards one another. One of his vital contributions was the fortification of Philadelphia. Other ports were constructed under his command which proved critical such as the American retreat from the Battle of Ticonderoga and the battle won at Saratoga in 1777 (â€Å"Tadeusz Kosciuszko†). Another key Polish influence was the nobleman Count Casimir Pulaski. A freedom fighter even in his native land, he fought against Russia’s control over Poland. Defeated, he left his country to escape captivity, transferred to different parts of Europe and finally came to France. Upon hearing of American’s struggle for independence, Pulaski sought to join the American’s fight. He volunteered his military service before Deane and Franklin. Later, he received recommendation by Washington for the count to serve as cavalry commander. Later, he served the Continental army as brigadier general and proved his dedication for the cause (AnnMarie Francis Kajencki. Count Casimir Pulaski: From Poland to America, a Hero’s Fight for Liberty). D. Prussian Contribution One of the prominent Prussian influences of the American Revolution was Frederick William Freiherr Von Steuben, who enlisted himself to join the American’s fight against British rule. He gained military training and prominence as he served the Prussian’s fight during the Seven Years War (or French and Indian War). Proof of his mettle in battle was his ascent as aide to Frederick the Great. He met Franklin in France, after which he sailed to America, armed with a letter of introduction to George Washington. His major contributions were his introduction of European military training and discipline to the unskilled colonist army and transform it to become more reliable, which lifted up the quality of service among its troops. He made considerable help to Washington in planning strategies and mobilization of the Continental Army. He was hailed as one of the credible heroes of the revolution (â€Å"Frederick William (Augustus) Freiherr (Baron) Von Steuben Biography, 1730–94†). IV. Conclusion Clearly, without foreign assistance or influence, the American victory would have been impossible. Fortunately for the Americans, this aid came with no strings attached. Neither Spain nor France gained territory for her efforts in this costly war. Ironically though, France’s major assistance to the American’s fight for freedom brought the French government into debt and financial crisis. In fact the war helped destabilize the French nation’s economy, leading to the French Revolution. It inspired liberalism and brought a wave of change throughout Europe. The change it brought was inevitable. Not only did it set aflame the winds of revolution in France but to the American colonies of Spain as well (â€Å"American Revolution – The Complete History 1775-1783†). The American success story could not stop the inspiration that a nation can change its own society. It marked a new milestone in the history of democracy. The Americans asserted their right to establish their own government, which sent the waves across the Atlantic and to people everywhere the will of the people should reign supreme in any society.

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The Evolution of Air Defense Artillery the time was the late 1800’s and the airplane was created and included in that warfare adopted those and made of then warplanes so every country had to make something to defend their lands from the attacks form their respective enemies. The term of anti-aircraft artillery (AA) witch was a detachment from the field artillery by modifying their weapons so that they can be able to reach the low flying aircraft attacking their territory. But the term of air defense was first used by Great Britain in the year of 1925 by the royal air force. One of the first weapons used in AA was the Gustav Krupp used to shoot down the ballons in the Franco-Prussian War with took place in the 1870. A few years later in Europe the Krupp, Erhardt, Vickers Maxim, and Schneider were created to be used as AA weapons. But here in the US the first anti-aircraft cannon was created by the Admiral Twining the 3"/23 caliber gun for the US Navy in 1911. But later on, the aircraft were also evolving so every country had to evolve their ways to take down their enemies for example...

Curriculum Development Paper

This curriculum paper discusses the normal development that occurs during the Toddlers’ stage of growth. It also discusses some of common respiratory and gastrointestinal diseases and disorders that are present throughout toddlerhood. It emphasizes important information related to the Nursing field. It thoroughly discusses the nursing management involved in the care of normal growth as well as the health deviations seen in toddlers. The target audience is a class of 3rd year nursing students. Pediatric nursing is important branch of nursing that should be tackled by junior level in a Nursing course.Goals/ Learner outcomes of the Lesson The goals of the lesson are for the students to understand the normal growth and development seen in toddlers. They should identify the different health abnormalities affecting toddlers. They should have thorough knowledge about the nature of the disorders discussed. Students should be able to identify the signs and symptoms related in every dis ease/disorder presented. They should enumerate the nursing management and its rationale given to sick toddlers. Learning ObjectivesAt the end of the lesson, the students will be able to understand the nature of Seizures, Cerebral Palsy, Meningitis, Primary Complex, Intestinal Parasitism and Croup. They should be able to describe methods to promote preventive measures against Seizures, Cerebral Palsy, Meningitis, Primary Complex, Intestinal Parasitism and Croup. They should be able to identify different laboratory and diagnostic examinations done for each condition. Students are expected to identify the common presenting clinical manifestation for each condition.And lastly, they should be able to enumerate nursing management done for clients with Seizures, Cerebral Palsy, Meningitis, Primary Complex, Intestinal Parasitism and Croup. Instructional design model, Learner characteristics, Learning theory and other applicable characteristics Instructional design model Dick and Carey Desig n Model. Dick and Carey Model involves all the phases described previously in the ADDIE model, commencing with identification of instructional goals and finishes with summative evaluation. This model is suitable for a variety of context areas including primary and secondary schools as well as business and government.It is also adaptable for a variety of users ranging from movie to expert, as the step by step descriptions aid with progress through the model (Taylor, 2004). Learner Characteristics There are many factors that influence a client’s ability, motivation and desire to learn. Addressing these factors when planning educational interventions is essential, because the effectiveness of the intervention can be at stake. Learner characteristics include, among others, culture/ethnicity, literacy, age, health status, education level, and socioeconomic status (De Young, 2003, p. 59). Learning TheoryCognitive Learning Theory. The key to learning and changing is the individualâ €™s cognition (perception, thought, memory, and ways of processing and structuring information). According to this perspective, to learn, individuals must change their cognitions. A highly active process largely directed by individual, learning involves perceiving the information, interpreting it based on what is already known, and then reorganizing the information into new insights or understanding (Bastable, 2004, p. 50) Content Outline Seizures I. Seizure II. Types of Seizures II. Signs and symptoms of Child with SeizuresIII. Medical management / Pharmacologic management (Nursing considerations) IV. Nursing Management V. Preventive Measures Cerebral Palsy I. Cerebral Palsy II. Signs and symptoms of Child with Cerebral Palsy III. Medical management / Pharmacologic management (Nursing considerations) IV. Nursing Management V. Preventive Measures Meningitis I. Meningitis a. ) Bacterial b. ) Viral II. Signs and symptoms of Child with Meningitis III. Medical management / Pharmacol ogic management (Nursing considerations) IV. Nursing Management V. Preventive Measures Primary Complex I. Primary Complex II.Signs and symptoms of Child with Primary Complex III. Medical management / Pharmacologic management (Nursing considerations) IV. Nursing Management V. Preventive Measures Intestinal Parasitism: I. Nature of Intestinal Parasitism II. Life Cycle of Intestinal Parasites III. Intestinal Parasites: a. ) reservoir b. ) portal of exit from reservoir c. ) method of transmission d. ) Portal of entry e. ) susceptible host IV. Signs and symptoms of Child with Intestinal parasites V. Medical management /Pharmacologic management (Nursing considerations) VI. Nursing Management VII. Preventive Measures CROUPI. Nature of Croup II. Signs and symptoms of Child with Croup III. Medical management / Pharmacologic management (Nursing considerations) IV. Nursing management Instructional Methods Lecture. Lecture can be defined as a highly structured method by which the teacher verbal ly transmits information directly to groups of learners for the purpose of instruction. In its purest form, the lecture format allows for only minimal exchange between the teacher and learner, but it can be an effective method of teaching in the lower-level cognitive domain to impart content knowledge (Bastable, 2004, p. 357)In this type of teaching strategy, the teacher will provide the necessary information about the normal growth and development of toddlers as well as the health deviations common to toddlers. The micro teachers will emphasize the important nursing management involved in caring of sick toddlers Group Discussion. It is a method of teaching whereby learners get together to exchange information, feelings, and opinions with one another and with the teacher. It is one of the most commonly employed instructional techniques. The activity is learner-centered and subject-centered (Bastable, 2004, p. 358).This strategy is incorporated in the lecture. Once in a while, the te acher would be asking questions for the class to discuss. After each video clip of certain illnesses, the class would be asked to give their opinions about what they have watched. They will be asked about certain information that should be remembered in the video clip. Questioning. The use of questioning places learners in an active role. They are asked to recall, to form links between previously isolated information, to analyze statements or beliefs, to evaluate the worth of ideas, and to speculate about what would happen â€Å"if† (De Young, 2003, p.126) This type of strategy will be used as to serve as a recitation for students. This will also serve as a pointing system for them to get rewards and additional credit in their evaluation quiz. Using of audiovisuals (handouts, power point presentation, video clips). If used appropriately, audiovisuals can greatly enhance teaching and can add interest and stimulation to the classroom (De Young, 2003, p. 131). Instructional Mate rials Handouts. The teacher would provide handouts containing important information students can review upon after the class. Power point presentation.Power point presentation is the type of visual aids that will be used; this is for the convenience of both the teachers and students. Students with portable storage devices can acquire the software copy of the report. Video clips. Video clips related to the topics being presented by the micro teachers would be shown to students and they would be asked to give opinions about what they have watched. Evaluation Methods Before the class ends, a 30 item quiz will be given consisting of true-false questions and situational types of questions for analysis and critical thinking using multiple choice.Multiple-Choice Questions. Nursing examinations are often written in the multiple format. There are several reasons for this fact. One is that although they are challenging to create, they are easy to score and can be scored by computer. Another r eason is that licensure and certification examinations are multiple-choice tests, and therefore educators want learners to be familiar with questions like the ones that they will be taking on these exams (De Young, 2003, p. 265). True-False Questions.True-false questions are designed to test a learner’s ability to identify the correctness of statements of fact or principle (De Young, 2003, p. 268). References Bastable, S. B. (2003). Nurse as Educator: Principles of Teaching and Learning for Nursing Practice. Massachusetts: Jones and Bartlett Publishers. De Young, S. (2003). Teaching Strategies for Nurse Educators. New Jersey: Pearson Education, Inc. Taylor,L. Educational Theories and Instructional Design Models. Their Place in Simulation. [PDF document]. Retrieved from Lecture Notes Online Web Site:

Playstation 3 Campaign Audit - Free Essay Example

Sample details Pages: 13 Words: 3996 Downloads: 10 Date added: 2017/09/12 Category Advertising Essay Did you like this example? 2010 Playstation 3 â€Å"It only does everything†. A Campaign Audit Table of Contents EXECUTIVE SUMMARY3 INTRODUCTION4 SITUATIONAL ANALYSIS4 COMMUNICATION OBJECTIVE AND MESSAGE/MEDIA STRATEGY6 CAMPAIGN BUDGET11 CAMPAIGN EFFECTIVENESS12 WORKS CITED LIST15 APPENDIX A17 APPENDIX B18 APPENDIX C19 APPENDIX D20 APPENDIX E21 EXECUTIVE SUMMARY The reason behind this campaign audit was to further our knowledge and skills needed in the area of advertising and promotion. In particular we are focusing on the â€Å"It only does everything† campaign run by Sony, to promote the release of their new model Playstation 3. The research draws attention to the overall effectiveness of the campaign. It brings into context the position that the product was in at the time the new campaign was introduced. The research highlights the communication objectives and media strategies undertaken by Sony to promote the Playstation 3 in the desired way. This includes what methods and tools were used, which methods were focused on most and how the organization came up with the rationale for the split between communication tools. It also discusses the budgets set for the campaign and also how the finances were split between tasks. Don’t waste time! Our writers will create an original "Playstation 3 Campaign Audit" essay for you Create order This all comes together in order to analyze exactly how effective the campaign was. Sony is one of the most well recognized organizations across the globe and amongst other products is extremely well known for their gaming products, known to us as Playstation. This audit is based on prior research done by our group members after being assigned the task by the unit coordinator. Most of our research has come in the form of articles, and promotional videos, as well as general word of mouth. This audit will serve as a basis to our understanding of the processes made up of conducting such tasks. It is one of many steps we will undertake in furthering our knowledge in the area of advertising and promotion. INTRODUCTION We have chosen to analyze the Sony Playstation 3 (PS3) ‘It only does everything’ campaign. The console market is extraordinarily competitive; companies must produce advertising campaigns that stand above the rest, and to do this they poor billions of dollars into the marketing departments. With sales declining and the Microsoft Xbox 360 looking like it would be the clear victor in the current generation of console wars, Sony launched the ‘it only does everything’ campaign. This campaign is vastly different from the previous more abstract campaigns Sony has used in the past. The campaign was launched on the 27th of August 2009 and since then Sony has recorded a 184% increase in sales and intention to purchase has increased from 19% to 36%. It should be noted that the campaign was launched at the same time as a significant price drop for the PS3. We chose the PS3 ‘it only does everything’ campaign because of the success it has had for the product. After years of trying Sony has created an ad campaign which appeals to the masses of America. SITUATIONAL ANALYSIS The American market is by far the largest gaming consoles market. With roughly 70% of Americans playing videogames it is no wonder that it is such a competitive market (Whitney, 2009). The PS3s main competitors are the Microsoft Xbox 360 and the Nintendo Wii. In the months leading up to launch of the new advertising campaign the PS3 was selling on average half as many consoles as the Xbox 360 (NPD sales figures) [see appendix A]. The global financial crisis also had an impact on the console market, with the US game market seeing a 29% drop in revenue in July 2009 (Nutt, 2009). An opportunity that Sony saw was the development of the high-definition (HD) movie market. Being the main driving force behind the blu-ray format (they were the key developers) and having the cheapest blu-ray player one the market (the PS3 itself) Sony is in a position where they could potentially make the largest profit from this new HD format. Another opportunity for Sony is to further develop the digital distribution platform, the Playstation Network. Digital distribution benefits both producers and developers as it removes the middlemen, retailers, from the distribution network, meaning more profits remain with Sony. This also poses a challenge, as the target market needs to be educated about the benefits of digital distribution as opposed to purchasing a physical copy, which is the most common method currently. Another challenge Sony faces is convincing people that they need to upgrade from DVD, which is still the most common way to view movies, to blu-ray, the newer up-and-coming technology to view movies. Some factors in the market that contributed to the success of the campaign were the acceptance of blu-ray discs as the hi-def video format, the rise of videogames as a socially accepted form of entertainment, and the low price and wide availability of HD television sets. Whilst high-definition televisions are becoming much more common still not everyone has one. Trying to convince a consumer they need a blu-ray player is going to be near impossible if they do not have a HD television to connect it to. The campaign had three main marketing objectives, increase market share, expand its target market, and increase profits. The video game industry has been likened to the razorblade industry by Duke Ferris, founder and chief editor of the popular gaming site GameRevolution. com, â€Å"consoles have traditionally operated on a razors and razorblades model, losing money on the hardware in order to make it back on the games. Whilst Sony does profit from the sale of consoles it makes a larger profit from the sale of games. For this reason the main marketing objective of the campaign was to increase market share. Another objective of Sony’s was to expand its target market. Previously Sony has only targeted 17-34 male gamers with their campaigns but this new campaign is trying to capture a whole new market. Sony has placed more of a focus on the multimedia capabilities in hopes of catching more customers, not necessarily hardcore gamers, but those looking for a good quality, high-definition all-in-one console. In particular, Sony focused on marketing the blu-ray player and the digital distribution network linked to the PS3. The name of the campaign itself ‘It only does everything’ is a key indicator of this. The last marketing objective was simple, to increase profitability. To do this Sony had to succeed with their first two objectives. Sony used demographics and physcographics to segment the market. Traditionally the target market for home consoles has been males aged 17-34 however with this campaign, Sony has chosen to break from this mold by targeting young families, as well as the traditional 17-34 year old males. Originally the PS3 was positioned purely as a gaming console, but now the new campaign is informing its new target that it does everything. This refers to the fact that it is also a blu-ray player, so one can watch HD movies and shows, provides access to the PSN (an online digital distribution network) as well as being a complete media centre. The segmentation has been effective with Sony recording a 184% increase in sales and a 19% increase in intent to purchase. COMMUNICATION OBJECTIVE AND MESSAGE/MEDIA STRATEGY Sony utilizes an Integrative Marketing Communications campaign to market the Playstation 3 gaming system. The campaign was introduced in a way to capture a large and varied audience and to communicate the broad features and benefits. The different advertising vehicles include television commercials, Internet advertising, social network advertising, and place of purchase advertising. The TV advertisements are the most recognizable form to the consumers. This section of the campaign is highly in line with the target and objectives set out by the organization. There are a series of nine television commercials all filmed in a similar manner, with a similar message, providing new information about the product, although they each highlight a different feature about the PS3 (Youtube 2010). There are many members of the target market represented in these commercials including: men and women ranging in age from teenage to elderly, young couples and even families. Sony has utilized another very effective source in this campaign, the Internet and social networking sites. A variety of images promoting the versatility of the PS3 have been posted on a considerable number of websites, an example can be shown in Appendix B. Social networking includes using Facebook and Twitter to interact with the target market. Carter 2007) Members of the target market are very in tune with technology and can use these different forums to interact with others who are interested in the product. This gets consumers more involved with the brand, increasing their liking of the brand and potential to encourage positive action from the consumers. The Sony website provides an efficient method to search for retailers supplying the product as well as the option to purchase with the click of a button ov er the Internet. The communication objectives include reaching more target customers, providing the customers with the new information about the product, including the new games and gaming abilities, the ability to access the internet, being able to watch blu-Ray DVDs, the sleek and slim design, differentiating it from its competitors and advertising the new lower price. (Dille, n. d. ) (Moats 2008) The overarching message of the campaign is that the product does everything. (Playstation 2010) Sony is using a creative marketing strategy approach, as it follows all the features of a creative marketing strategy. Shimp 2010) The Steps include 1. It follows from a sound marketing strategy: a. All advertisements are similar throughout the various vehicles. Sony connects all the advertising vehicles together through the similarities between them. 2. The advertising takes the customer’s view: b. Sony takes into account the loyal customers who want a high quality console c. Realizes how their custome rs use technology and media, many spend a lot of time watching television, surfing the web and networking. 3. It finds a way to break through the clutter: d. By being humourous. 4. The messages have never promised more than the product can deliver: e. Stating that it can do everything seems like an inherent overstatement, but it is an all-in-one console. 5. It prevents the creative idea from overwhelming the strategy. f. Sony uses simple humour to reach customers while providing each segment with information needed to hopefully make a positive purchasing decision. The other type of strategy used is a unique selling proposition (USP). (Shimp 2010) The USP is that it is a high-definition all-in-one console. One could also consider this a preemptive strike against competitors, as now no other competitor will be able to say the same without at least some comparison to the PS3. Another strategy used to understand the marketing campaign is transformational advertising as the PS3 has associated itself with some physiological characteristics atypical of a gaming console experience (Shimp 2010). It attaches itself with bringing families and couples together be being able to spend quality time together. Another type of strategy Sony can implement is product placement. Shimp 2010) Through product placement one can get a better understanding of the many different uses of the product and see it in action. It can solidify the message that it does everything as the customer can see that all in one show, instead of having to hopefully see all the commercials over time. Sony uses humour appeals in all messages in the marketing campaign. It is a successful use of an advertising appeal for many reasons. It created buzz about the product. Humour is used more successfully with established rather than new products; Playstation is quite the established brand with strong brand recognition. Humour is also more appropriate for products that are more experiential. The whole product is based around user experiences, i. e. playing games, watching movies and interacting with others through the network. Although humour is interpreted differently among different demographic groups, Sony did cover many demographic groups in their commercials with slightly different humourous appeals for each targeted segment. Endorsers used in the commercials do not fit the normal pattern of endorsers. The starring roles are played by Kevin Butler a completely made up character created by the brand, but now takes on many characteristics of a real person. He has his own Twitter account, (Twitter, The Kevin Butler 2010), is featured in all the brands advertisements, and is potentially riding off preconceived notion of the success of the name Kevin Butler, please see appendix C. Although, as he is not real he has no resonance with the target market, therefore there are no preconceived feelings about this character that the target audience can attribute to him for the brand to ride off of. Endorsers are used when applicable, that relate to games sold for the PS3. Some celebrity figures are used in some commercials in guest starring roles. For example, for one Major League Baseball (MLB) game there have been baseball stars used in the ads. Although are not as strongly used as the fictitious character. However, when celebrity figures are used there is great matchup between the figures used and the brand because it directly relates to the product, in such that the figures are also usually featured in the game they are helping to sell. These figures also relate to the target audience because the target audience wants to see these characters in their games, and are happy to see commercials featuring their beloved sports players. The choice to introduce this campaign at a convenient time to promote the new slim model console gave the campaign another boost. A very widespread form of promotion across Australia was the use of these new PS3’s as promotional products for customers purchasing Sony Bravia TV’s. This promotion was posted in many retailers mail magazines and further promoted the product. Sony incorporates into its marketing strategy, cooperative advertising, in which the organization provides retailers with the materials and guidelines to develop advertisements in order to keep the target and objectives in line across the board. As we can see there are a wide variety of methods used to communicate the marketing message and advertise the product. It is clear that the organization focused heavily on the TV advertisements, which received positive feedback. This is an easy way to communicate their messages to an extremely large audience and is very effective in adding the message to the consumers product recall set. Internet and print advertisements were also heavily used to portray the message, mainly promoting the new price of the product. This is an effective method to promote messages in public places such as shops, billboards and signs. In conclusion the rationale for the split between forms of advertisements was very successful. It has and is still succeeding in communicating the message across to an extensive audience. CAMPAIGN BUDGET This campaign was released with such a large magnitude; it is not surprising that Sony had to set aside an extensive budget to promote the new slim PS3 in the campaign. As the campaign is still ongoing it was hard to find exact figures as to how much was spent on marketing and promotion. By researching figures from past campaigns and taking into account the amount spent by major competitors we are able to get a rough idea on how much was spent on marketing and promotion for this campaign to date. The campaign was brought into use during late August 2009 and received a warm response. If we take nto account several figures concerning major competitors, being Microsoft (Xbox 360) and Nintendo (Wii) we can make a rough estimate as to how much was set aside for the promotion of this campaign. Expenditures promoting the Wii total an estimate of US$200million, although keeping in mind that the PS3 is a far more recognizable product. In 2006 Microsoft set aside a total of US$945million for a dvertising. Comparing this to Sony’s staggering 2008 advertising budget of US$1. 9billion, we can see that the expenditure on this campaign could be several levels above that of the Xbox 360 and Nintendo Wii. While these figures give a rough estimate as to how much could have been spent on the PS3 campaign, it is known that Sony spent an overwhelming ? 82million (US$121million) on their European campaign alone. It is clear that the extensive efforts to promote the product in this campaign could have come at an extremely costly price. There are several budgeting methods organizations can take when promoting their products. Being such a large, well-known organization it would be impractical for Sony to use just one of these methods. One method used would be the objective and task method whereby the organization decided on a goal and sets the budget accordingly. The campaign was aiming to change the perception of the PS3 and thus was communicating a very different message. Meaning that vast supplies would have to be allocated to the campaign. Another driving factor is the position the competitors are in. This gives rise to another method that Sony uses, known as the Match Competitor technique. In this the method organizations, Sony would check how much their competitors (Xbox 360 and Wii) are spending and match or even exceed these budgets. Bringing into factor the methods used by Sony to position the PS3 in this campaign, as well as how much the competitors are spending on their campaigns respectively, we can quite easily assume that the budget of this campaign would have been in excess of US$400million. Without exact figures it is difficult to analyze how much was spent on each individual advertising method throughout the campaign. But with the focus on TV advertising and the exorbitant costs associated with this method, it is fair to say that a large proportion of their budget would have been allocated to this method. CAMPAIGN EFFECTIVENESS The Playstation 3 campaign has had a positive effect on both the marketing and communication objectives. The three marketing objectives stated by Sony include; increase market share, expand its target market and increase profits. The communication objectives established were, to communicate; female friendly use, a sleek new design, features and price, as well as value for money. There were also hindering factors at play throughout the campaign period, which affected these goals. These objectives are standard for any business wanting to grow, however it has taken time and dedication to achieve them. The objective to increase market share has been obtained as a result of the campaign. PS3’s main competitors in the market are, Xbox 360 and Nintendo Wii (Tribbey 2010). As illustrated in appendix D, the PS3 has the smallest amount of the market, out of three main players (NPD Market Share Numbers for Game Consoles 2009). However it has achieved the objective of increasing the proportion of market share. Peter Dille, senior vice president of marketing at Sony said â€Å"this is a result of the new brand campaign, price point and anticipated games. † (Dille, 2010) Market share continues to grow as a result of the campaign. The expansion of the target market has been a result of the campaign. Sony has deconstructed the stereotypical gaming users, and appealed to more demographics (Boyes 2008) Research conducted by Sony has proven the campaign to be successful in achieving this objective as discussed by Mariam Sughayer, analyst relations manager at Sony (Sughayer 2008). Consumers are more educated about the product creating greater understanding and appeal to the broader community. (Reilly 2010) Increased profits have been an objective that has required time to be obtained. The recent development of new technology has allowed Sony for the first time to manufacture the console for less than the retail price (Now cheaper than 2010). This will allow the firm to turn a profit on the console as well as the games and accessories. As sales keep on rising, shown in appendix E, as a result of the campaign (Unit Sales 2009), the profit total will keep on escalating. The power of profit will push Sony into the next generation of gaming and become a stronger competitor. The campaign has succeeded in having a positively influential effect on the communication objectives. The communication objectives focused on; female-friendly use, sleek new design, features and price, as well as value for money (Sony PS3 Campaign 2007). The campaign has successfully educated consumers (Reily 2010), making them more aware of the value proposition and the communication objectives intended by Sony. As consumers became more aware of the product, this has shifted their attitudes away from competitors (Barczak Wesley 2010). The campaign caused a surge in sales, indicating that the objectives set where obtained from the campaign effectiveness. A sales increase of 1000% has been confirmed by Chartracks and has been steadily increasing with some fluctuations (Grimm, n. d. ). The communication objectives will allow the PS3 to become stronger over the years while its competitors become obsolete (Tribbey 2010). The campaign has endured some hindering effects. The Global Financial Crisis hit the gaming industry particularly hard and during the Playstation 3 campaign (Lippert 2009). Also the console industry cycle plays a role in the sales figures and statistics of the product. (Lippert 2009). These uncontrollable factors would have affected sales and caused fluctuations and strain on the objectives, not caused by the campaign. The PS3 Campaign â€Å"It Only does Everything† has maintained its forward moving momentum, by driving its forces towards obtaining the objectives set. Although the campaign came under pressure from external environmental forces, it has managed to exceed these and develop a truly successful advertisement. The campaign has allowed Sony and Playstation 3 to be a long distance winner in the future of the gaming consol market. WORKS CITED LIST 1. Moats, Brian 4/13/2008, Marketing Plan: Sony Playstation 3. Available from https://brianmoats. com/Portfolio/Playstation_3_Marketing_Plan. pdf [ April 13, 2010]. 2. Carter, Meg, Jan. 29, 2010 Creating a Digital Echo Available from https://www. guardian. co. uk/media/2007/jan/29/mondaymediasection6. [April 27, 2010]. 3. Cheng, Jie, Freeman-Aloiau, Mark, Guo, Xin, Pullen, Anthony, March 6, 2007. Sony: Maintaining Dominance with Playstation 3 California Institue of Technology. Available from https://www. mcafee. cc/Classes/BEM106/Papers/2007/PS3. pdf [May 1, 2010]. 4. Dille, Peter, n. d. Playstation Blog Available from https://blog. us. playstation. com/2009/08/27/it-only-does-everything/. [April 22, 2010]. 5. Playsation’s Channel available from https://www. youtube. com/user/playstation? blend=2ob=4. [May 1, 2010]. 6. 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Sughayer, M. 2008, Industry Sales Climb, PS3 Sales Climb Too. 22 January 2008, Mariam Sughayer: Blog. Available from: https://blog. us. playstation. com/2008/11/31/industry- sales- climb-ps3-sales climb-too /. [29 April 2010]. 13. Reilly, J. 2010, Sonys It Only Does Everything Campaign Paying Off. Available from: ;https://au. ps3. ign. com/articles/108/1081778p1. html;. [28 April 2010]. 14. Now cheaper than ever to manufacture, 2010. Available from: ;https://www. mygaming. co. za/news/ps3/5854-Sony-finally-turning-profit-PS3-hardware. html;. 1 May 2010]. 15. Unit Sales of Hardware, 2009. Available from: ;https://www. scei. co. jp/corporate/data/bizdatausa_e. html;. [29 April 2010]. 16. Sony PS3 Campaign, 2007. Available from: ;https://awards. lbi. co. uk/playstation_bima. htm;. [27 April 2010]. 17. Barczak, G ; Wes ley, T 2010, â€Å"Launch of the Sony PlayStation 3† Richard Ivey School of Business Case Collection. Available from: Proquest. [1 May 2010]. 18. Lippert, B 2009, â€Å"The Game is On† Adweek, vol. 50, no. 32, pp. 41. Available from: ABI/INFORM Global. [30 April 2010]. APPENDIX A APPENDIX B APPENDIX C Kevin Butler is a famous retired National Football League (NFL) player in the United States. Kevin Gregory Butler  (born July 24, 1962 in  Savannah, Georgia) is a former professional  American football  placekicker who played for the  Chicago Bears(1985-1995) and the  Arizona Cardinals  (1996-1997). APPENDIX D APPENDIX E PlayStation ®3 Worldwide Hardware Unit Sales (Unit: million) | Q1| Q2| Q3| Q4| FY(*)| FY2006| -| -| 1. 7| 1. 8| 3. 5| FY2007| 0. 7| 1. 3| 4. 9| 2. 2| 9. 1| FY2008| 1. 6| 2. 4| 4. 5| 1. 6| 10. 1| FY2009| 1. 1| 3. 2| 6. 5|   |   | ( * Fiscal Year ended March 31)