Aetiology and Pathophysiology of Heart Failure

Aetiology and Pathophysiology of Heart Failure Rachel Corston-Jackson Heart Failure The heart is a diverse organ and the diseases associated with it are caused by many different organs when they become dysfunctional or diseased. It is for this reason that heart failure is more diverse than just the stopping or failure of the heart as there are many types and causes of heart failure. Therefore, this essay will discuss the subject heart failure in the human body by addressing its aetiology and pathophysiology, the signs and symptoms associated with it, as well as the risk factors and causal agents linked to heart failure, and lastly, the relevant tests and treatment options available to heart failure patients to improve their quality of life. Aetiology: Heart failure, sometimes called congestive heart failure, refers to when the heart isnt pumping blood as well as it should (American Heart Association, 2014). It is a chronic disease characterised by the failure of the heart as a pump and is the result of any structural or functional cardiac disorders (Butler, 2012). This doesnt mean that the heart stops beating, however, the American Heart Association (2014) warns that heart failure can get worse if its not treated. The heart does not stop altogether but keeps working, despite the fact that the demands of blood and oxygen of the heart and body far exceed supply (Butler, 2012). This is caused a variety of disorders such as coronary artery disease, heart attacks, cardiomyopathy, and congenital birth defects (Butler, 2012). Coronary artery disease (CAD), as stated by Butler (2012) is a disease characterised by a narrowing or blockage of the arteries which restricts blood and oxygen supply to the heart, resulting in a reduced preload in the ventricles and reduced ventricular stretch. When low ventricular stretch occurs it results in a decreased force of cardiac contraction and a low stroke volume. The effects of low stroke volume include low blood pressure and can lead to the body’s organs and tissues becoming deprived of adequate oxygen and nutrients which may cause the body to go into a state of shock. The second cardiovascular disorder which can cause heart failure is a heart attack. A heart attack according to the Heart Foundation (2015) occurs when ‘a coronary artery becomes suddenly blocked, stopping the flow of blood to the heart muscle’. Damage to the heart muscle occurs during a heart attack, and becomes scarred, the damaged area does not function properly, resulting in a reduced cardiac output and low blood pressure. When this happens the heart compensates by undergoing a remodelling process where it changes in size, shape or structure, and according to Butler (2012) the remodelling is more likely to occur in the left ventricle as it has a thicker muscle mass. The third form of heart failure mentioned above is cardiomyopathy, which is caused by infections, alcohol abuse, or pregnancy and is characterised by damage to the heart muscle. The type of cardiomyopathy which presents during pregnancy is called peripartum cardiomyopathy (Demir, Tufenk, Karakaya, Akilli, Kanadas, 2013). It is a form of dilated cardiomyopathy and involves systolic dysfunction of the heart. Onset is usually around the last month of pregnancy and five months postpartum, hence the name. One common symptom of peripartum cardiomyopathy is sinus tachycardia which according to Demir et al. (2013) can be treated with a drug called Ivabradine. This brings me to the next section which is the pathophysiology of heart failure. Pathophysiology: Heart failure is a complex problem and is characterised by many signs and symptoms. Symptoms include; shortness of breath, orthopnoea, paroxysmal nocturnal dyspnoea, fatigue, reduced ability to exercise, peripheral oedema, loss of appetite and more (Nicholson, 2014). Signs include; Tachycardia, tachypnoea, an abnormal pulse, and displaced apex beat, third heart sounds, a raised jugular venous pressure, lung crepitation, weight changes, hepatomegaly and more (Nicholson, 2014). The common symptoms which will be focused on here include shortness of breath (S.O.B), paroxysmal nocturnal dyspnoea, fatigue, and a lack of appetite (Butler, 2012). The American Heart Association (2014) states that S.O.B during activity, at rest, or while sleeping, can have a sudden onset, often causing the patient to wake. They describe S.O.B as being caused by the blood when it backs up in the pulmonary veins because the heart cant keep up with the supply. The result is stated to be that the kidneys develop a reduced capacity to dispose of sodium and water, and that excess fluid leaks into the lungs causing a pulmonary oedema and around the lungs causing pleural effusion. The clinical sign which indicates that this has occurred, aside from S.O.B, is the presence of lung crepitations (Butler, 2012). A lung crepitation, according to Butler, is a crackling sound produced during inhalation and exhalation due to fluid accumulation inside the lungs and predominantly occurs in the lower lung fields. The American Heart Association states that peripheral oedemas can also occur as a result of the venous blood backing up and is characterised by swelling in the ankles, feet and abdomen resulting in ill-fitting shoes and weight gain due to the excess fluid accumulation. The build-up of fluid which causes S.O.B also leads to paroxysmal nocturnal dyspnoea (PND) (Butler, 2012; Nicholson, 2014). PND usually occurs at night, according to the American Heart Association, and is characterised by sudden awakening from sleep after only a few hours, with a feeling of breathlessness, suffocation and severe anxiety. On chest auscultation, the bronchospasm associated with a heart failure exacerbation can be difficult to distinguish from an acute asthma exacerbation (Dumitru Baker, 2014). Other symptoms of heart failure included fatigue. Fatigue and weakness according to Dumitru Baker (2014) are often accompanied by a feeling of leaden limbs and are generally related to poor perfusion of the skeletal muscles in patients with a lowered cardiac output. Essentially the heart produces a decreased volume of blood and cannot meet the needs of body tissues so the body diverts blood away from less vital organs, particularly muscles in the limbs, and sends it to the heart and brain (American Heart Association, 2014). The American Heart Association (2014) and Nicholson (2014) both link this diversion of blood to vital organs to the loss of appetite and feelings of nausea often experienced by people with heart failure due to the fact that the digestive system receives less blood and cannot function correctly. The common signs that will be discussed here are hepatomegaly, third heart sounds, tachycardia and a displaced apex beat. Hepatomegaly, an enlargement of the liver which can occur with right heart failure (Nicholson, 2014), and is caused by the blood backing up from the heart into the inferior vena cava, such congestion increases pressure in the inferior vena cava and other veins that carry blood to it, including the hepatic veins (Orfanidis, 2013).Once this occurs the pressure may build to a point where the liver becomes engorged with blood and malfunctions. The common symptoms of hepatomegaly are nausea, abdominal pain or fullness, swelling of the feet and legs, and shortness of breath, all of which are also seen in heart failure (Butler, 2012). The third heart sound (S3) is a low-pitched sound that occurs when the ventricles fill rapidly and is one of the more specific signs of heart failure and auscultating to determine the presence of it can help healthcare professionals to diagnose heart failure (Santhosh, 2009). S3 is commonly present in conjunction with tachycardia, which is a high resting heart rate and is common as a haemodynamic compensatory response (Nicholson, 2014). The final sign of heart failure listed above is a displaced apex beat. A displaced apex beat means ‘the point of maximal impulse on the precordium can be displaced down and to the left laterally and commonly occurs when the heart is dilated (Nicholson, 2014, p. 33)’. Each sign and symptom of heart failure is linked to a causal agent such as a previous history of Myocardial Infarctions (MI). Risk factors/causal agents: The term ‘heart failure’ includes many conditions and disease, thus it has many causal agents including; Family history, narrowed arteries, high blood pressure, coronary artery disease, myocardial infarctions, valve disorders, peripartum, ischemic heart disease, diabetes, obesity, kidney disease, hypothyroidism, toxins (alcohol), and infection (Butler, 2012; Nicholson, 2014). The causal agents which will be discussed here are narrowed arteries, high blood pressure, obesity, diabetes and infection. Family history is an important indicator of increased risk in relation to heart failure, it is however not to be considered on its own but in relation to other risk factors such as narrowed arteries (Goldberg, 2014). Narrowed arteries can refer to vasoconstriction or atherosclerosis. Atherosclerosis is a plaque formation is medium or large sized arteries in response to damage of the tunica intima (National Health Council, 2014). These plaque formations cause increased resistance to laminar blood flow resulting in turbulent flow and high blood pressure (Foss Farine, 2013). Blood pressure alone is characterised as the force exerted on blood vessel walls by a volume of blood as it passes through (Heart Foundation, Blood Pressure, 2010). High blood pressure on the other hand is known as hypertension, and is defined by the Heart Foundation (2010) as chronically elevated blood pressure resulting in stain on the heart and blood vessels. Hypertension is visually manifested by jugular venous distention on the right side of the neck (Nicholson, 2014). Foss Farine (2013) state that the elevated blood pressure is detected in the blood vessels by baroreceptors located in the carotid sinus and aortic arch. The baroreceptors are said to then stimulate vasomotor nerves to increase the diameter of the blood vessels to increase blood flow and reduce blood pressure. Another cause of high blood pressure is obesity. This is due to the fact that overweight or obese people have a greater the volume of tissue and fat that requires a constant blood supply, this results in an increase in blood vessel length (Foss Farine, 2013). Foss Farine (2013) state that the longer the blood vessels become the more distance the blood will have to travel which increases the resistance, the body will compensate for this by increasing the blood pressure throughout the body by increasing the stroke volume of the heart. This increase in blood pressure is to ensure both adequate blood supply to all blood vessels and adequate venous return. If the high weight threshold is maintained then high blood pressure will continue, causing hypertension and heart strain (Heart Foundation, Blood Pressure, 2010). A second effect that obesity can have on the heart is diabetes mellitus. Diabetes is a disorder of the metabolism where the glucose produced from the breakdown of food is no effectively absorbed into the cells for fuel. Diabetes is characterised by an inadequate production of the hormone called insulin which is produced in the pancreas and must be present to allow glucose to enter the cells (Goldberg, 2014). When insulin production is low the glucose remains in the blood and has many effects, such as increasing the susceptibility to infection (Foss Farine, 2013). The long term effects of low insulin and high glucose levels in the blood include atherosclerosis, which is an increase in deposits of fatty materials on the insides of the blood vessel walls (Goldberg, 2014). These deposits affect blood flow by reducing the diameter of the blood vessels and raising blood pressure, increasing the chance of clogging and hardening of blood vessels (Goldberg, 2014). Relevant tests: There are many tests which can help determine if a patient has heart failure or is at risk, such as; checking blood pressure, chest x-rays, blood tests, 12-lead electrocardiogram and respiratory function tests. Checking blood pressure regularly is part of a standard visit to the doctor or nurse, because it helps to establish a pattern of high, normal or low blood pressure. Long term high blood pressure has been linked to heart strain, and in conjunction with other health issues such as atherosclerosis can result in heart failure. (Heart Foundation, Blood Pressure, 2010). Another test which can contribute to the diagnosis of heart failure is a chest x-ray. Chest x-rays may be performed to look for signs of a pulmonary oedema which can cause symptoms such as S.O.B and paroxysmal nocturnal dyspnoea (Butler, 2012). A pulmonary oedema is commonly caused by a disrupted flow of blood to and from the heart. Respiratory function tests are also performed, to exclude respiratory causes for dyspnoea, such as asthma and chronic obstructive pulmonary disease (COPD) (Butler, 2012). Another direct test of the heart is via a 12-lead electrocardiogram (ECG), the results of an ECG may show evidence of left or right ventricular hypertrophy, CHD, or arrhythmias commonly associated with heart failure such as atrial fibrillation (Butler, 2012). If no abnormality is present then the patient is unlikely to have heart failure (Nicholson, 2014). Further tests for signs of heart failure include blood tests for glucose (Butler, 2012; Nicholson, 2014). Checking glucose levels can be performed at home and is a vital component in the management of diabetes because if the blood glucose level remains high it can lead to atherosclerosis, and later, heart failure. High glucose levels are managed by first testing the blood then administering the appropriate amount of insulin to help absorption of the glucose into the cells and thus lower the blood glucose levels. Treatment strategy: Education on self-management strategies is a vital aspect of patient empowerment and care both at hospital and in their own home (Cockayne, Pattenden, Worthy, Richardson, lewin, 2014). Heart failure patients require education how they can manage their symptoms and to ensure they can recognise the warning sign associated with acute situations (Nicholson, 2014). Patient education commonly includes information on how to maintain good control of comorbid conditions such as diabetes. Control of diabetes at home begins with the monitoring blood glucose levels and commonly results in injecting oneself with insulin (Goldberg, 2014). Cockayne et al. (2014) state that ensuring patients understand the importance of adhering to the medication regime designed for their optimal health is a vital part of patient education. Another important aspect of patient education and self-management is providing an explanation on how to improve health habits and adopt a healthier lifestyle (Nicholson, 2014). The most commonly required lifestyle change to improve health outlooks for patients is to advise that they limit any consumption of alcohol and tobacco smoke as both produce detrimental effects on the heart, such as, causing pulmonary blockages and narrowing of airways, which will affect the oxygen supply to the blood, tissues and organs (Nicholson, 2014). Other important lifestyle changes according to Nicholson (2014) and Butler (2012) include advice on losing weight if the patient is obese, because obesity results in long, narrow blood vessels and high blood pressure which increases the patient’s risk of heart failure. The management of weight for patients with heart failure includes recommendations for specific dietary changes such as a low sodium intake or a low refined sugar intake (Butler, 2012). It may also include guidelines for increased daily exercise which is shown to have positive effects on heart failure symptoms according to Nicholson. Butler (2012) states that for women there is another important lifestyle factor to consider in the self-management of heart failure symptoms, the use of contraception. Contraception is important for women who experience heart failure and its symptoms because if a woman with heart failure were to become pregnant it would increase her risk of heart failure and morbidity during pregnancy and birth. The use of pharmacology in the management and treatment of heart failure symptoms is multifaceted. The use of angiotensin-converting enzyme (ACE) inhibitors is said to be one of the most valuable drug therapies in heart failure according to Butler and is intended to decrease the effects of compensatory mechanisms which are maladaptive so as to improve heart failure symptoms and increase the rate of survival, particularly when taken in conjunction with beta-blockers. Beta-blockers work by reducing heart rate and the myocardial oxygen demand (Nicholson, 2014). The use of ACE inhibitors means that it is important to closely monitor the blood chemistry of the patient, and that the side effects are commonly limited to a dry, persistent cough (Butler, 2012). If the patient cannot tolerate ACE inhibitors due to the dry, persistent cough then the use of angiotensin-II receptor blockers (ARBs) will be considered as this drug has similar properties to the ACE inhibitor and will also require th e monitoring of blood chemistry. (Butler, 2012). Other pharmacological treatments include the use of vasodilators and diuretics. Vasodilators are used to improve cardiac output and often used in cases of heart failure where the patient cannot tolerate ACE inhibitors or ARBs (Butler, 2012). Diuretics are used to increase fluid loss in order to reduce the size and occurrence of peripheral oedemas and pulmonary oedemas, resulting in a reduced level of breathlessness (Nicholson, 2014). The last treatment option to be discussed here is the use of device therapy. Device therapy as stated by Butler (2012) refers to an implantable cardiac defibrillator (ICD) and a biventricular pacemaker. Biventricular pacemakers are implanted to restore ventricular synchrony and reduce symptoms in the event ventricular failure. ICDs on the other hand addresses the problem of cardiac death by delivering an electric shock to the heart to restore normal rhythm and function. In conclusion, heart failure is a complex and multifaceted health problem which encompasses many heart problems like coronary artery disease, heart attacks and cardiomyopathy. Because heart failure is such a large problem it has many symptoms including S.O.B, fatigue and oedemas, and also many signs like tachycardia and lung crepitation. Each sign and symptom of heart failure is associated with a causal agent or risk factor such as hypertension in relation to obesity and diabetes. Heart failure cannot be cured, however the symptoms can be managed through patient education and self-management, pharmacology, and as a last resort, device therapy. 1 | Page

Creative Story: The Dark House :: essays research papers

Creative Story: The Dark House by Tom-Inge Earlier today, John and I were taking a walk in the outskirts of the town, when we saw an old house on top of a hill. I wanted to take a closer look at it, but John looked a little spooked, and mumbled something about not wanting to go there. I convinced him that there was nothing to be afraid of, it's just an old house which haven't been occupied for a while, though I wasn't sure whether someone really was living there. We walked up the driveway, up to the house. It was huge. The place looked deserted, the grass wasn't mowed for ages, and everything was a mess. John chew nails like crazy, but I still wanted to check this place out. The door was made of wood, and looked like it could fall apart any minute. I tried to turn the door knob, but it fell off as soon as I touched it. The knob rolled down the steps and kept on rolling down the driveway, and stopped by the fence. That didn't make John feel any better at all. He looked like he had seen a ghost. I took a deep breath, and pushed the door. It wouldn't budge an inch.  « Help me out », I said, but John kept chewing his nails. God knows why, there was nothing to be scared of. Or was it? I took a step backwards, and then kicked the door. It slowly slid open, and I went inside.  «Wow! What a huge mansion we've got here! » John took a peek into the house, but didn't dare go inside. There was a huge hall in the middle of the house, with staircases to my left and right. I went right ahead, towards a glass door in front of me. It wasn't locked, so I carefully turned the knob, and the door opened. Suddenly I felt someone touch my shoulder. I turned around immediately to see, but there was nobody there.  «Probably just my imagination », I said to myself, and went on into the room. It was a lounge, with some impressive furniture, antiques and other objects. It was a lot to look at, and I yelled for John. He didn't reply, so I went to check on him. All I found outside the house was a shoe, and his necklace. I couldn't quite understand what was going on. If he'd run away, at least he'd taken his belongings with him. The door slammed shut behind me, and my heart stopped for a second or two. Creative Story: The Dark House :: essays research papers Creative Story: The Dark House by Tom-Inge Earlier today, John and I were taking a walk in the outskirts of the town, when we saw an old house on top of a hill. I wanted to take a closer look at it, but John looked a little spooked, and mumbled something about not wanting to go there. I convinced him that there was nothing to be afraid of, it's just an old house which haven't been occupied for a while, though I wasn't sure whether someone really was living there. We walked up the driveway, up to the house. It was huge. The place looked deserted, the grass wasn't mowed for ages, and everything was a mess. John chew nails like crazy, but I still wanted to check this place out. The door was made of wood, and looked like it could fall apart any minute. I tried to turn the door knob, but it fell off as soon as I touched it. The knob rolled down the steps and kept on rolling down the driveway, and stopped by the fence. That didn't make John feel any better at all. He looked like he had seen a ghost. I took a deep breath, and pushed the door. It wouldn't budge an inch.  « Help me out », I said, but John kept chewing his nails. God knows why, there was nothing to be scared of. Or was it? I took a step backwards, and then kicked the door. It slowly slid open, and I went inside.  «Wow! What a huge mansion we've got here! » John took a peek into the house, but didn't dare go inside. There was a huge hall in the middle of the house, with staircases to my left and right. I went right ahead, towards a glass door in front of me. It wasn't locked, so I carefully turned the knob, and the door opened. Suddenly I felt someone touch my shoulder. I turned around immediately to see, but there was nobody there.  «Probably just my imagination », I said to myself, and went on into the room. It was a lounge, with some impressive furniture, antiques and other objects. It was a lot to look at, and I yelled for John. He didn't reply, so I went to check on him. All I found outside the house was a shoe, and his necklace. I couldn't quite understand what was going on. If he'd run away, at least he'd taken his belongings with him. The door slammed shut behind me, and my heart stopped for a second or two.

Calvin Clain IMC Plan Essay

Executive Summary Calvin Klein Inc. formed in 1968 is typically associated with high quality apparel and intimate wear at a premium price, boasting strong brand equity and an extensive and global loyal consumer base. In 2003, CK was purchased by Philliphs-Van Heusen Corp (PVH), which now controls its operations. Calvin Klein has over time diversified into various business avenues, exploring the fragrances and sunglasses markets, which have assisted in generating business profitability, and fostering brand awareness and exposure. However, through gap analysis exploratory research, we have identified the men’s premium swimwear market as a potential market segment to penetrate. The proposal consists of developing a line of exclusive or limited edition men’s CK swimwear, made from the latest lycra fabric technology fostering increased support and comfort for consumers. The purpose of the following report is to outline a strategic integrated marketing communications plan considering the following elements; competitor & situational analysis, identification of target audience, defining campaign objectives, formulation of creative and communications strategy and evaluation of the campaign. Typically associated with a minimalistic (black and white) and controversial style of advertisement, our campaign seeks to maintain this specific brand image, whilst building brand equity. The ultimate objectives of the campaign include; increasing sales and profitability, generating exposure and awareness with potential customers and re-enforcing brand image and further building brand equity. These objectives may be achieved through developing creative and innovative marketing strategies and campaign, attracting the new target segment by diversifying into the swimwear market. The launch of  the limited edition of swimwear is strategically timed to take place parallel with the beginning of summer 2013, thereby seeking to capture the large market demand for mens swimwear. Introduction Product Description The Limited Edition CK men’s swimwear range is to consist of several difference styles of swimwear trunks, made from the latest fabric and fiber technology therefore fostering increased comfort and support for consumers. The concept of a limited edition range, reinforces the exclusivity of the CK brand. In developing an exclusive range, consumer demand typically increases as it is considered as an special opportunity purchase. Calvin Klein have not yet diversified into the swimwear industry, thus our limited edition range can be considered a trial or market test to establishing a more permanent presence in the Australian swimwear industry. How our Product is different †¢Incorporates the latest fabric (nylon) technology for swimwear; to foster increased comfort and support for consumers. Competitor brands such as AussieBum are already using this latest technology, therefore in manufacturing with this fabric CK is keeping up with industry innovations and developments. †¢CK has not yet diversified into the swimwear market in Australia, venture will capture the market demand for quality premium swimwear †¢CK will employ the latest print designs and patterns with assistance from fashion industry experts that will assist in distinguishing our product from our competitors. †¢Prestige associated with purchasing the CK swimwear, in the fact it CK is predominantly a American brand therefore consumers may be more inclined to purchase based on this prestige and exclusivity factor Management Responsibility The creation and development of this product requires a subdivision or team to be established at CK Australia to monitor the establishment, development and execution of the manufacturing, delivery and marketing elements associated with the swimwear range. These individuals must be accustomed and  familiar with the CK brand, ensuring the core messages and themes remain constant throughout the marketing campaign and remain aligned with the CK brand image. Geographic Location & Length of the Campaign Our Summer Limited Edition campaign, based in Sydney, is targeted toward male consumers aged 18-30 who characteristically have a higher disposable income enabling them to purchase high quality premium swimwear. This campaign is based in Sydney due to the large population, climatic trends (hot summers) and the extensive demand for premium swimwear. The campaign is to run from the beginning of Spring 2013 , ensuring early exposure in that consumers know of the product before the summertime ‘rush’ for swimwear commences, and to run until the end of autumn; the end of summer 2014, therefore ensuring relevant mass exposure to the target audience. Situational Analysis Current Market Position Product Range & Distribution; Product, Price, Promotion and Place Calvin Klein currently has product offerings across its’ Calvin Klein Jeans, Swimwear, Underwear and CK brands. The hierarchy starts with the CK designer underwear, and then there is Calvin Klein Jeans, which for Calvin’s casual lifestyle range. In among that you have CK One, which is the most youthful part of the brand and then there’s CK Calvin Klein, which is slightly more formal for the edgy downtown girl and guy. On top of that is Calvin Klein Collection, which is at the apex of the pyramid. All of these use a premium pricing strategy, offering affordable luxury brand products with high quality and style. The distribution of Calvin Klein products reflects this exclusivity as depicted in Figure 1, with 982 Calvin Klein retail stores worldwide, consisting of 189 full price free-standing stores, 118 outlet free-standing stores, and 864 shop-in-shop/concession stores. Financial Performance It is crucial to review Calvin Klein’s financial performance and current position in the marketplace in order to position or embark on product extension lines and ensure business growth and prosperity. Figure 2 represents the results of last year’s financial performance, indicating the annual revenue to reach $1.1bn. Additionally, as indicated on Figure 3, Australian sales fall into the category of other at 2%, which is extremely low in contrast to the sales around the rest of the world. Therefore, in positioning the CK campaign in Australia, the CK brand is seeking to increase its presence in Australia and break into the domestic swim market. Figure 2 Figure 2 Company Analysis Company Structure According to a statement by Philliphs-Van Heusen Corp (PVH), Calvin Klein adopts a tiered strategy: â€Å"In order to more efficiently and effectively exploit the development opportunities for each brand, a tiered-brand strategy was established to provide a focused, consistent approach to global brand growth and development. Each of the Calvin Klein brands occupies a distinct marketing identity and position that preserves the brand’s prestige and image† Therefore, the internal structure of Calvin Klein is segmented or divided into subdivisions based on the different offerings, such as Calvin Klein Jeans and Calvin Klein fragrances. Within each subgroup are specialist individuals, with extensive industry experience, as well as other typical corporate roles, such as marketing and finance managers. It is ultimately due to the size and diversity of the CK brand that it is subdivided, however, across the various product avenues it maintains a prestige brand image. Top down management Calvin Klein is currently owned by Philliphs-Van Heusen Corp (PVH), which is comprised of Heritage Brands, Tommy Hilfiger and Calvin Klein. Currently PVH adopts the top down management approach that is the executives and board members elect the direction of the company and are responsible for making strategic decisions and strategies regarding the future of the business. Calvin Klein, currently based in North America, is headed by Paul T Murry, whom is ultimately responsible for the direction and strategic choices for the development and prosperity of CK. Competitive Analysis Calvin Klein’s competitive analysis involves assessing the strength and weaknesses of current and potential competitors; including considering their resource profile (financial & supplier connections or relationship) and capabilities. Typically Calvin Klein operates in the luxury apparel retail market, and therefore their traditional and predominant competitor base consists of the following brands; Ralph Lauren, Tommy Hilfiger, Hugo Boss and Donna Karen. However, in the proposed swimwear market we have identified relevant competitors to include; Speedo Renown for style and performance, the Speedo brand was established in Sydney in 1914 and has grown to be the leading swimwear brand in Australia. Essentially this will be the largest competitor of the new CK limited edition swimwear range, due to the already established loyal customer base and extensive and stable market stare in the domestic market with industry reports indicating a 17 per cent rise in Australian sales and a 44 per cent worldwide during 2010. Currently Speedo offers various ranges or collections including; Competition and Racing swimwear, Board short and Swim Trunks, Fashion and Lifeguard. AussieBum Founded in Sydney in 2001, AussieBum manufacturers swimwear and underwear that are renown for its designs and comfort. AussieBum remains an industry leader in terms of using the latest fabric technologies to foster increased comfort and support for their consumers. Despite been manufactured in Sydney, the predominant target market for the AussieBum swimwear is in  European nations (due to the trunks instead of board short style). However, as they are based in Sydney and offers over 150 product lines at a premium price, AussieBum can therefore be considered a close competitor of the CK limited edition range. Budgy Smugglers Launched in 2004, the Budgy Smuggler brand is becoming an increasingly popular and well known brand. The 100% Australian made brand, are becoming increasingly famous with the bright bold colourful swimwear and the multiple charity events consumers are wearing the smugglers at such as BabeWatch. As they are Australian made and popular amongst the surfer culture, Budgy smugglers can be classified as a serious competitor to the CK swimwear range. Perceptual Map External Environment Technological Factors It is crucial for organisations to remain abreast of the latest technologies in order to remain competitive in the current business environment. Therefore, it is essential to consider technological developments surrounding both the marketing and advertising worlds as well as the swimwear industry. Technological innovations and developments in fabric and fibre technology (fostering comfort and support) as well as Computer Aided Design (CAD) offering new innovative prints and patterns combined with the new more efficient manufacturing techniques, make the fashion and in particular swimwear industry highly competitive. Therefore it is crucial that CK conducts extensive research and development on their swimwear line in order to gain an advantage over their respective competitors. Additionally, CK must acknowledge the new forms of marketing to include internet advertising and advertising through social media as society is becoming increasingly technologically dependent. Economic Factors The stability, stage of the life cycle and fluctuations in the economy are  all factors that significantly influence and impact upon consumer spending. If the economy is experiencing a downturn or decline, consumers are less likely to spend money on non-essential items and less likely to pay more for quality garments or swimwear. Therefore, as our target audience is projected to include those that have a higher discretionary income, CK must be aware and have an appropriate contingency plan in place if the state of the economy declines leaving sales heavily affected. Legal & Political Factors CK must also consider the legislation relevant to their business operations such as Trade Practices Act 1974 and Consumer Protection Act 2010, additionally legal considerations may include patents (for fabric innovation ideas), OH & S of manufacturing workplace facilities and employment legislation (including relationships with trade unions). Opportunity Analysis Expansion of the CK brand Calvin Klein has diversified into various and varied industry avenues, however they have not yet effectively penetrated the Australian swimwear market. From fragrances to lingerie and home wears, the CK brand has enjoyed success in multiple industries, however, we have identified the swimwear market in the Australian region as a crucial opportunity and profitable venture. Therefore, in the expansion or diversification of the CK brand into the swimwear market, the CK brand would ultimately be not only building its brand equity but also expanding their customer base and simultaneously generating healthy profits. Shift in social trends Society is becoming more accepting and supportive of the budgie smuggler style swimwear brief. There is an increasing trend and significant increase in men wearing the swim trunks. A recent online poll (on business day) indicates the budgie smuggler style of swimwear is at 53% popularity, therefore this confirms there is a market demand for the ‘trunk’ style of swimwear. *http://www.businessday.com.au/executive-style/style/return-of-the-budgie-smuggler-20101020-16u1n.html Industry Condition & Competitors The predominant competitors of the CK swimwear range would include; Speedo, Aussiebum, Budgie Smugglers and Billabong. However these are the main competitors, therefore it can be established the market is not heavily saturated. In reference to Porters 5 forces model, the barriers to entry in the Australian Swimwear market are relatively low, due to the limited competitive landscape. Therefore, in considering the above factors in the CK opportunity analysis, and with additional consideration of the perceptual map, it can be determined there is a gap in the market that the CK limited edition range can penetrate. Objectives Objectives provide guidelines for the marketing team to work towards and foster a sense of purpose for the campaign. Our aim with the overall marketing program is to generate product awareness, promote our limited edition swimwear through effective means and increase our market share. Since this special edition line is not yet in the market our objective is to create relatively high market share within the Sydney region over the period of the campaign. We are also looking to increase consumption in the wider Sydney area by using a varied marketing mix. Furthermore we intend to use extensive print advertisements (billboard, magazine & catalogue) to increase awareness heading into the summer season. There are several main objectives in the CK campaign: Marketing Objectives Retain the CK brand image and further build brand equity through the introduction or extension of CK brand into the swimwear market Sales Objectives Obtain 35% market share in the swimwear industry (based in the Sydney region) by the conclusion of the campaign Generate net profit of excess than $2million Develop campaign within budgeted limitations Communication Objectives Create awareness of CK limited edition range through effective advertising mechanisms, seeking to persuade consumers to purchase the CK product. Target Audience Market Segmentation Geographic Segmentation The market can be segmented according to geographic characteristics or criteria, such as our campaign is based in NSW and predominantly focused in Sydney. The large population and climatic conditions (hot summers) of Sydney make it an appropriate and suitable geographic region to focus our campaign toward. Demographic Segmentation Division of the market based on characteristics such as gender, income and age; male 18-30 with a moderate to high income. These demographic features enable CK, to develop a suitable product meeting consumer demands and design an effective marketing campaign to reach the projected audience. Psychographic Segmentation The underpinning marketing strategy the CK campaign will adopt, is predominantly based on appealing to the target markets sense of insecurity and desire to ‘look good’ and ‘sexy’ through purchasing and wearing the CK briefs. Factors to consider in this segmentation include; lifestyle, personality characteristics, social class and values. Essentially, the typical CK consumer would enjoy a luxurious lifestyle in the middle to high social class range and additionally personality traits may include; fashion conscious as well as desire to be socially accepted. Target Market Primary Audience Our target audience consists of males aged 18-30 in the Sydney region, with typically a higher disposable income (to purchase the trunks at RRP $129.95). Through market segmentation, we have identified this segment of the market to be our projected audience, and from this we are able to develop a effective marketing campaign to reach and persuade consumers. Secondary Audience Our secondary target audience, is the respective partners and mothers (girlfriends & mothers) of the males age 18-30. Therefore, we have incorporated into our marketing strategy, print advertisements in women’s magazines. Women are the positioned target market to purchase the product as a gift or present for their partners. Positioning Ultimately, this refers to the process of establishing an image, identity or stigma in the minds of the consumers that they associate with the brand. The Calvin Klein brand has an existing brand identify in the minds of consumers, in that typically it is viewed as a ‘sexy’ or ‘sultry’ and an enticing brand. Therefore, for the extension into the swimwear industry we are ultimately seeking to maintain this positioning in the minds of the consumer. Communications Strategy Message The purpose of the campaign is to generate brand exposure and generate awareness and stimulate demand for the new range of limited edition swimwear. Ultimately, the campaign is maintaining the typical elements of CK marketing in its minimalistic, black and white and controversial style to align with the overall CK brand image. The objective of the campaign is to generate a sense of exclusivity and ‘want’ for the CK swimwear range, through positioning of the advertisements and promotional activities it is seeking to attract the young male target audience who have interest or concern with appearance and comfort of their swimwear. Typically, CK  advertisements are considered ‘provocative’ and feature attractive, muscular male models which appeal on a social level to the target audiences sense of esteem and confidence. Therefore, through using attractive and famous public figures, such as the Stenmark twins and celebrity endorsements, consumers will believe if they purchase the swimwear they will too look as ‘attractive’ as those that appear in the advertisement. Source Ultimately, Calvin Klein is the source or sender of the information to their respective intended receiver. In using a celebrity or model endorsement (Stenmark twins), it is crucial to ensure the consumer perspectives and associations of the source as positive and align with the brand image. The ultimate objective or goal of the source or sender is to encode the message in a succinct and effective manner so that the target audience or receiver is able to understand and comprehend the key message. Channel A communications channel refers to the medium through which the message is communicated to the target audience or the receiver. Typically, Calvin Klein campaigns adopt a ‘non personal’ channel of communication that is the message is carried to the receiver without interpersonal contact from the sender. An example of this would include the Calvin Klein billboards, which are advertised to a mass audience. Additionally, the CK campaign would incorporate personal channels of communication, which includes direct contact with the target audience. Personal channels, such as the proposed pop-up shows and demonstrations, assist in both brand exposure and the development of rapport with the public and the respective target audience. Therefore, through adopting both forms of communication channels (personal and non-personal) Calvin Klein seeks to maximize brand exposure and effectively communicate the intended message to the target audience. Receiver Essentially, the receiver refers to the audience or individuals exposed to the message. Typically, the intended receiver is the target audience; males aged 18-30 in the middle to high-end income segment and living in Sydney.  The role of the receiver is to decode the key messages, for example the CK swimwear makes you look and feel sexy and confident, in the communication material, and process them forming an informed opinion or thought. Feedback The response or reaction to the exposure to the message can indicate the effectiveness of the campaign or advertisement in reaching and communicating with the target audience. Therefore, it is essential to conduct a follow up study (focus group) or assessment to gather an understanding of the effectiveness of the advertisement and identify the areas development or improvement. Creative Strategy Essentially, the purpose of the proposed creative strategy is to obtain consumer attention and mass exposure and to encourage or provoke consumers to purchase the CK swimwear range. Inline with the simplistic style and themes (for example black and white) of previous campaigns, the proposed advertisement will too incorporate the typical elements found in CK promotions, thus ensuring a consistent brand image. Currently, CK has excellent consumer brand recognition thus in maintaining the typical CK marketing theme consumers are able to more easily identify the brand. Ultimately, the creative strategy is a crucial element of the IMC plan, as it outlines the predominant message and purpose of the advertisement and assists in determining the brand positioning; that is how consumers perceive the CK product. Advertising Problem or Issue The predominant problem or issue is how to effectively reach, connect and prompt or encourage the target audience to purchase the CK swimwear. Advertising and Communication Objectives †¢Generate greater brand awareness and brand equity; informing consumers of the new CK swimwear range (notifying the general population that the CK brand has diversified into men’s swimwear) whilst simultaneously gaining consumer attention (that of the public and target market) †¢Maintain brand image; achieved through utilizing the same CK theme of the attractive model, black and white photo on billboards across the Sydney region and print advertisements †¢Persuade target audience to purchase product; through specific marketing tactics, such as adopting designs to appeal to the consumers affective functions or conscious, the campaign seeks to prompt or encourage consumers to purchase the swimwear. Target Audience As previously outlined, the target audience is the select group of customers to aim the marketing efforts toward, in respect to the CK campaign our target market is males 18-30 living in Sydney. The simplicity of the campaign is designed based on characteristics of the target market, which is the tendency for males of the 18-30-age bracket to not read or absorb large amounts of information in advertisements. Therefore, as males tend to simply view an image, through the affective advertising approach, the campaign may prompt them to purchase the product as it appeals to social based feelings of acceptance and esteem. Additionally, in utilizing attractive models and simplistic campaigns this also attracts the target markets respective partners, females. Females are motivated by the image of an attractive man in trunks, and may purchase the product in hope their man can look like the model. Major Selling Idea or Key Benefits In adopting the affective appeals approach, the campaign seeks to indirectly influence or play on the consumers sense of security, acceptance and esteem (socially based appeals) prompting them to purchase the swimwear in order to ‘feel and look good’. It is crucial to consider ‘the promise’ or benefit the advertisement is going to give the consumer, for example the CK suggests men who buy the swimwear range to look attractive, sexy and sultry which in-turn may attract females. Therefore it is inn appealing to the target audience’s sense of security and acceptance, the campaign encourages males to purchase the swimwear. Creative Strategy Statement (Theme appeal and execution techniques) †¢Theme appeal; It is important the campaigns theme remains consistent with past  marketing efforts, as it fosters brand consistency and brand recognition. Therefore, using black and white billboard advertisements with attractive males models is an essential part of the campaign to launch the new swimwear range. Supporting Information and Requirements †¢Ad Layout; in relation to the composition of the billboard and magazine layouts, it is crucial to have a visual element and the CK logo present and easily identifiable. Essentially, the logo and brand name must be present and easily visible enabling consumers quick and easy brand recognition. Additionally, the image must for fill the brief of being sultry and sexy thus appealing to the target audiences social based feelings. Sample billboard and magazine layouts may be found in the media planning section below. Budget Proposed Budgeting and Forecasting Media Planning Essentially, the purpose of the proposed creative strategy is to obtain consumer attention and mass exposure and to encourage or provoke consumers to purchase the CK swimwear. It is crucial to consider ‘when’ the promotional activities are run to ensure the effectiveness of the campaign. The CK campaign will begin with a ‘bang’ and launch with all advertising mediums in place to generate initial mass exposure and attention. Gradually as the campaign proceeds, CK will alternate which magazines it advertises in to achieve greatest market coverage. Additionally, the billboards will run through the entirety of the campaign, as despite their cost, they act as an effective reminder for consumers and are thus a vital aspect of our strategy. Our media campaign will involve several different types of advertising within the media mix, with media coverage focused on ensuring that Sydney males aged 18-30 receive the most media emphasis. Develop media Mix †¢Catalogue †¢Magazine print advertisement †¢Billboard †¢Point of purchase displays *refer to media strategy for in-depth review Geographic Location Our advertising activities will extend from the throughout the Sydney region. However our main advertisements will be based around the beaches close to Sydney’s CBD. The Eastern Suburbs (bondi), Northern Suburbs and Northern beaches will be our primary locations for advertisements. Scheduling We are using the flighting method of scheduling here due to the specificity of our product line. We are only looking to advertise when our target market is interested in swimming (Summer & Spring) and therefore flighting is the best method in order to reduce wastage. Month in Campaign Promotional Activities Spring; September’13 Initial Launch, all advertising mediums in place to generate mass attention and exposure, generate a buzz around the producta.Set up point of purchase displays at retail stores âž ¢Separate CK section in retail stores featuring large posters of campaign and catalogues for consumers to take b.Billboard launch âž ¢Sydney CBD location âž ¢Bondi Location c.Catalogue âž ¢distribution in retail outlets such as DJ & Myer âž ¢direct marketing, distribution of catalogues to existing customers on the CK database d.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Gear âž ¢Cosmopolitan âž ¢Grazia âž ¢SHOP Spring; October ‘13 Settling into campaign, gentle reminders to consumers achieved through monthly magazine advertisements and consistency of billboard advertisements a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢GQ monthly edition âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP Spring; November ‘13 Maturity of campaign, gentle reminders to consumers achieved through monthly magazine advertisements and consistency of billboard advertisements a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢Mens Health âž ¢Gear âž ¢Grazia Summer; December ‘13 Beginning of Summer, therefore additional advertisements in magazines and more extensive catalogue distribution to remind consumers to purchase the product. Also leading upto Christmas, position as present idea. a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location d.Catalogue âž ¢distribution in retail outlets such as DJ & Myer âž ¢direct marketing, distribution of catalogues to existing customers on the CK database e.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP âž ¢Grazia Summer; January ‘14 Continuation of heavy promotional activities, as this month falls in peak of summer. a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP âž ¢Grazia Summer; February ‘14 Winding down of the campaign, reduction in advertisements. Cessation of catalogue distribution and limited magazine prints a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph Autumn; March ‘14 Concluding end of the campaign, involves winding down promotional activities such as stopping the magazine print advertisements and catalogue distribution a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location Reach and Frequency This is the most important aspect of the media planning. Our target market is around 30% of Sydney’s population. Therefore, in order to increase awareness and raise sales levels we are only looking to reach 80% of our target market with our advertising message. On average we would like this 80% to view this message at least 3 times. By exposing large numbers of the target market we can ensure first year sales are high and we can maximise our profit. By placing our ads in highly populated areas we can certainly ensure that our target market is being reached effectively. †¢Reach; Marketing mix ensures exposure to the general public and the target audience, essentially they are exposed to the CK campaign through various mediums. †¢Frequency: Maintained billboard advertisements ensure constant exposure to both the public and the target audience. The frequency of the magazine advertisements also contributes to acting as a reminder mechanism for consumers to begin the decision making process, that is reminding them of the CK swimwear range and prompting them to purchase Creative aspects and mood Our marketing mix has been chosen specifically to ensure that the vehicles that portray our advertising message are creative whilst almost ensuring to enhance the mood of the target market. By using billboards and magazine advertising we can ensure that our message is evoked positively to the consumer. These media vehicles allow us to ensure that we gain interest in our product and increase the chances of the target market purchasing our product. Flexibility In order to achieve our company goals, there is a need to be flexible. Certain aspects of our media plan are more flexible then others. The most flexible promotion activity in the campaign, would be the distribution of the CK catalogues; this is due to the initial testing of the receptivity and consumer response. For example, if the catalogues receive a positive response, that is numerous consumers are taking and viewing them, essentially CK campaign manager should organise for more to be printed and distributed (template is already existing). Budget considerations Our budget magazine advertising is around $450,000 per year so to ensure we effectively use this media vehicle, we would place the advertisements in magazine that are read by our target market. In particular men’s health, which is read widely by 18-30 year old males who enjoy looking and feeling healthy. The CPM of Men’s Health is $145, however this doesn’t represent our target market effectively so we are only using magazine advertisements from September to February in order to avoid wastage. The billboard advertising creates difficulties in effectively reaching our target market, however  since our budget is around $200,000 we can afford to place these in three distinct and separate places. The Sydney CBD and Bondi are heavily populated by our target market, whether they live there or work there, by placing our billboards in these specific places we effectively use our budget and achieve our marketing objectives. Sample Billboard and Magazine Design The layout of both the image is designed to be the two Stenmark brothers posing in the CK swimwear (positioned toward the right of the advertisement; billboard and magazine), printed in black and white, with minimalistic writing positioned on the left ensuring the viewers eye reads the message then views the associated image; Sample billboard/magazine ad Media Strategy Media strategy takes into consideration the various tools of the IMC mix in recognition of achieving an organisations media objectives (Belch et al, 2012). Through the use of such disciplines as advertising, direct marketing, internet, interactive media, sales promotions, public relations, publicity and personal selling Calvin Klein will strive towards achieving their objectives with their new product line. Advertising; Print Media Magazines Calvin Klein summer 2013-14 campaign will include double paged spreads in various mens magazines (positioned in the opening pages of the magazines to capture the attention of the readers), including; Mens Health, Ralph, Gear and GQ. The advertisement, despite the high cost, is effective in reaching the target audience and prompting them to purchase the swimwear. The layout of the magazine advertisement will mirror the billboard campaign, the minimalistic black and white image featuring the Stenmark brothers. The advantages of a double page spread include the enhanced consumer receptivity and engagement (as the prominence of the ad ensures consumer attention) and secondly the prestige and permanence associated with print media. The second approach includes print advertisements in women’s magazines such as; Cosmopolitan, Grazia and SHOP. In having a print advertisement in womens magazines, the intention is to capture and persuade the female audience to purchase the swimwear for their boyfriends or partners. The main image of the print advertisement will change monthly to avoid the ‘wear out affect’, that is it will be slightly changed (the swimwear and the pose). Billboards Various billboards featuring the CK limited edition range will be featured around the Sydney region (CBD and bondi). The billboards will mirror the magazine print advertisements (fostering consistency), featuring the Stenmark brothers wearing the limited edition swimwear range. The advantages of using billboards include; maximum exposure to both the public and the target audience (in hope of walk by awareness). Direct Marketing Catalogue The limited edition range will develop a catalogue, directly sent to consumers in the CK database, informing them of the new product line. This immediately reaches out to the current brand loyal consumers, encouraging them to purchase the new range. Additionally, the catalogue assists in the exposure of the line to potential customers, as they are able to view images of the entire range. Internet and Interactive media Website Calvin Klein has an established website for their wide range of products, enabling consumers to view the companies history and view the latest collections. This website allows consumers to enquire into sizes, recommended prices and ‘in-season’ products which when the swimwear line of Calvin Klein is launched, it will feature on the home page to increase awareness. Paid Search Calvin Klein could strategically pay major search engines such as ‘Google’ to  promote Calvin Klein in the top sites promoted when such key words as ‘swimwear’ and ‘beachwear’ are searched. This way consumers are more likely to be directed towards exploring Calvin Klein swimwear range in contrast to other search results leading consumers towards competitors. Social Media; Instagram & Facebook CK aims to develop a stronger presence online and in the social media sector, as the target market characteristically uses these mediums often thus it remains an effective mechanism for reaching our intended audience. Public Relations Publicity A media release by Calvin Klein will be issued in a strive for positive publicity and brand exposure with the main message of the article highlighting the fact the CK brand has extended their product line to include ‘swimwear’. The purpose of the media release is to inform both the public and industry experts and fashionistas of the direction of the CK brand. Sales Promotion Point of purchase displays Point of purchase displays will be offered to major retailers of CK apparel such as Myer and David Jones. The display will include the products and the CK swimwear promotional video and catalogue for consumers to take. This will help to attract customers into the store and increase their sales, this will help to encourage distributors and retailers to carry and push our product. Distributors that promote our POPD’s will be entitled to a trade allowance. Celebrity Endorsement The Stenmark brothers (as pictured), are well known industry wide and in the Sydney region (from Riverview School) and are therefore appropriate figures to use as our campaign endorsements. The prestige and ‘sexy’ look associated with the brothers fosters the image and intention of the overall campaign. Personal Selling Recommending a way to satisfy the customer’s needs and wants It is our aim to continuously stay up to date with customers’ needs and wants and to always satisfy these. CK’s research and development team is determined to always be up to date with latest fashion trends and fads to help to always satisfy customers needs and wants. The limited edition range, includes the latest in fabric innovation, that fosters increased comfort for consumers. Closing the sale Major retail chains will be provided the opportunity to sell the new CK swimwear range (such a David Jones and Myers) . The employees of these retail outlets will be provided educational material with special selling points to help them promote the product and close the sale. Incentives for staff will be provided with free products and discounts for exceptional personal selling efforts. Follow ups Retail assistants will be provided the opportunity to provide feedback to CK on the customers likes, dislikes and opinions on the product range as well as their own findings. This will help the ensure that the customer’s needs and wants are always maintained to a high standard. Campaign Evaluation In assessing the success and effectiveness of the campaign there are various factors to take into consideration including; sales figures, marketing goals, advertisement content, media mix and the creation process. Sales Figures Comparison of actual and projected sales results, is an indicator of the success of the campaign. This involves assessing the percentage of growth, and whether this met or didn’t meet the objectives and expectations. Additionally, it is crucial to consider the context of the period of selling, for example the strength of the economy or stage it is at in can have implications or heavily influence the sales results of the CK range. According to our projected budget our net profit aims to reach $2,582,390.00 which would generate a healthy return for CK. Marketing Goals This involves assessing whether the marketing goals and objectives were met. For example, if the marketing objectives were met in terms of the desired market share. Additionally consider if the advertisements were reaching the intended market. Advertisement Content Consider was the underlying message of the campaign communicated to the market, were they able to easily understand and absorb the message. Additionally, consider did the billboards and magazine advertisements for fil the purpose of reaching out to the customers and informing them of the new limited edition range? And also how was the message received by the target market? Did it provoke a positive or negative response and why? In order to gather this data, CK can conduct interviews and surveys from consumers to gain understanding of the varied responses and identify room for improvement for future campaigns. Media Mix Consider the different mediums used in the promotional campaign, billboard, magazine and shows, and which medium seemed to be the most successful and why. Crucial to compare sales figures across the different mediums (magazines and billboards) and identify net and gross profits to identify areas of strengths and weaknesses. Creating Process Consideration of the time frame of the campaign and whether the required tasks were completed on time to a professional standard, additionally if the campaign stayed within the budget. In overall evaluation of the campaign, with consideration of the elements outlined above, the campaign is projected to run successfully and generate a significant profit for CK. Conclusion In summary, this report has discussed the integrated marketing communications plan for the introduction of the new limited edition Calvin Klein swimwear  range. It has outlined the marketing strategies and promotional activities to be implemented to ensure a successful campaign, in turn ensuring organizational objectives are achieved. Appendices Campaign Evaluation Template Unknown, viewed 24th September 2012, http://www.biztree.com/Templates/Marketing-Campaign-Evaluation.html Unknown, Calvin Klein, viewed 1st October 2012, J.McLaughlin, March 31, 2010, Calvin Klein: A Brand History, viewed 24th September < http://www.time2.co.uk/blog/brand-history-calvin-klein > Additional References A.Brannon, B.Chirichella, C.Schaffer & J.Wittmer, 16th November 2012, Calvin Klein, viewed 24th September 2012 A. Kesper 2011, Australia, a nation transformed, viewed 24th September 2012 Belch, George and Belch, Michael 2012, Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, viewed 24th September 2012 D. Waller 2012, Developing your intergrated marketing communication plan, 1st Edition, viewed 24th September 2012. J.McLaughlin, March 31, 2010, Calvin Klein: A Brand History, viewed 24th September < http://www.time2.co.uk/blog/brand-history-calvin-klein > Unknown, Advertising and Marketing Communications, viewed 24th September 2012 Unknown, International Directory of Company Histories, Vol. 55. St. James Press, 2003, Calvin Klein, Inc. History, viewed 25th September< http://www.fundinguniverse.com/company-histories/calvin-klein-inc-history/ > Unknown, PVH, Our Company: Leadership, viewed 29th September 2012, N.Smith 2012, Gentlemen’s Quarterly 2012 Media Kit, viewed 29th September 2012,

Importance of Hopes and Dreams - 1404 Words

The Importance of Hopes and Dreams in Of Mice and Men by John Steinbeck Of Mice and Men by John Steinbeck is a touching story of an unusual friendship between two men, George and Lennie. George is a responsible man and has travelled with Lennie for many years, despite the troubles that Lennie gets them both in. George and Lennie’s dream is to be the owners of a little farm. This is the their goal and this is in my opinion, the whole meaning of the story. There are frequent sections in the book where George starts their story of how they plan to live on the farm and Lennie finishes George’s sentences. â€Å"One day – we’re gonna get the jack together and we’re gonna have a little house and a couple of acres an’ a cow and some pigs.† To†¦show more content†¦Each desires the comfort of a friend, but will settle for the attentive ear of a stranger. They admit to complete strangers their fear of being cast off which shows their desperation. The characters George, Lennie, Crooks, and Curley’s wife are rendered helpless by their isolation, and yet, even at their weakest, they seek to destroy those who are even weaker than they. Perhaps the most powerful example of this cruel tendency is when Crooks criticizes Lennie’s dream of the farm and his dependence on George. Having just admitted his own vulnerabilities – he is a black man with a crooked back who longs for companionship. Steinbeck explores different types of strength and weakness throughout the novel. Great physical strength is valuable to men in George and Lennie’s circumstances. Lennie’s has strength beyond his control –like when he killed the mice. Curley too, he is the symbol of authority on the ranch and a champion boxer, who intimidates men and his wife. But even the most visible strength – used to oppress others- is itself born of weakness. Much of the novel is about dreams and we can relate this story to the poem called â€Å"To a Mouse† by Robert Burns that assumed that the dreams aren’t always achievable just like the American Dream. Most of the characters in Of Mice and Men admit, at one point or another, to dreaming of a different life. Curley’s wife confessed her wish to become a movie star, just before her death. Crooks, harsh as heShow MoreRelatedOf Mice and Men and American Beauty Essay1435 Words   |  6 Pagesinto the American Dream are offered through the novella Of Mice and Men and the film American Beauty? In your essay you must consider the influences of context and the importance of techniques in shaping meaning. Of Mice and Men, a 1937 novella by John Steinbeck and American Beauty, a 1999 film directed by Sam Mendes, offer various insights into the American Dream and are both contextually driven. 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