Who Invented the Baby Carriage

The baby carriage was invented in 1733 by English architect William Kent. It was designed for the 3rd Duke of Devonshires children and was basically a childs version of a horse-drawn carriage. The invention  would become popular with upper-class families. With the original design, the baby or child was seated on a shell-shaped basket atop a wheeled carriage. The baby carriage was lower to the ground and smaller, allowing it to be pulled by a goat, dog or small pony. It had spring suspension for comfort.   By the mid-1800s, later designs substituted handles for parents or nannies to pull the carriage rather than using an animal to carry it. It was typical for these to be forward-facing, like many baby strollers in modern times.  The childs view, however, would be of the rear end of the person doing the pulling. Baby Carriages Come to America Toy manufacturer Benjamin Potter Crandall marketed the first baby carriages manufactured in America in the 1830s. His son Jesse Armour Crandall received patents for many improvements that included a brake, a folding model and parasols to shade the child. He also sold doll carriages. American Charles Burton invented the push design for the baby carriage in 1848. Now parents didnt have to be draft animals anymore and instead could push the forward-facing carriage from behind. The carriage was still shaped like a shell. It wasnt popular in the United States, but he was able to patent it in England as a perambulator, which would thereafter be called the pram. William H. Richardson and the Reversible Baby Carriage African American inventor William H. Richardson patented an improvement to the baby carriage in the United States on June 18, 1889. It is U.S. patent number 405,600. His design ditched the shell shape for a basket-shaped carriage that was more symmetrical. The bassinet could be positioned to face either out or in and rotated on a central joint. A limiting device kept it from being rotated more than 90 degrees. The wheels also moved independently, which made it more maneuverable. Now a parent or nanny could have the child face them or face away from them, whichever they preferred, and change it at will. The use of prams or baby carriages became widespread among all economic classes by the 1900s. They were even given to poor mothers by charitable institutions. Improvements were made in their construction and safety. Going for a stroll with a child was believed to have benefits by providing light and fresh air. Owen Finlay Maclarens Aluminum Umbrella Stroller Owen Maclaren was an aeronautical engineer who designed the undercarriage of the Supermarine Spitfire before retiring in 1944. He designed a lightweight baby stroller when he saw that designs at the time were too heavy and unwieldy for his daughter, who had recently become a new mother. He filed for British patent number 1,154,362 in 1965 and US patent number 3,390,893 in 1966. He manufactured and marketed the baby stroller through the Maclaren brand. It was a popular brand for many years.

Karl Marx s Theory Of Revolution Essay - 2133 Words

Student: Mehrshid Jame Class: POLS 3010 Date: Karl Marx was one of the most influential thinkers of the 19th century. Marx contributed to political economy through his numerous writings. Some of the major concepts in Marx s was historical materialism, surplus value, class conflict, theory of revolution, and the notion of a classless society. Marx’s theory of revolution was based on the presumption that every historical period is based on a particular social hierarchies and social classes that are inherently contradictory and in opposition to one another. These class conflicts provoked major changes in the structure of society (Sackrey 2013: 57). In capitalism, this inherent struggle is between the capitalist class who are the appropriators of wealth and owners of the means of production and the working-class who are the producers of wealth. The conflict that exists between the two classes ignite the forces of revolutionary change. The only way that the working-class could improve their conditions and emancipate themselve s from exploitation was through the the abolishment of capitalist production and the creation of a new forces of production ( Dahrendorf 1988:3). The class struggle that the working-class experience acts as the catalyst for the revolution that led to the rise of the working-class to power. In capitalist production systems, this social conflict manifests out of the need for the exploitation of workers on behalf of the capitalist. Karl Marx wasShow MoreRelatedKarl Marx s Theories During The Industrial Revolution1662 Words   |  7 Pagesfactory work. This was a time known as the Industrial Revolution, in which class division and wage labor were the most foregrounded aspects of society (Poynton). Karl Marx’s theories during this time gave way to new perspectives and different ways of viewing oneself in class positions. Comparisons between social and political structures in the 19th century and the 21st century expose the similarities that have yet to be modified. Marxist theory proved to offer a framework for society to undergo evolutionaryRead MoreWhy Marx s Social Theory Place So Much Emphasis On Class Conflict And The Economic Aspects Of Society? Essay1524 Words   |  7 Pagesdoes Marx s social theory place so much emphasis on class conflict and the economic aspects of society? Karl Marx is one of the most influential and revolutionary philosopher, economist and sociologist of the 19th century. His thoughts not only shaped our understandings of the capitalistic world but also created a new system of social organization, communism. His ideology also defined the key political figures of the cold war period such as Stalin, Mao and Castro. Without Marx, theRead More Karl Marx and His Radical Views Essay1169 Words   |  5 PagesKarl Marx and His Radical Views Karl Marx[i] Karl Marx is among the most important and influential of all modern philosophers who expressed his ideas on humans in nature. According to the University of Dayton, â€Å"the human person is part of a larger history of life on this planet. Through technology humans have the power to have an immense effect on that life.†[ii] The people of his time found that the impact of the Industrial Revolution would further man’s success within thisRead MoreThe Communist Manifesto And Das Kapital1507 Words   |  7 PagesKarl Marx A German philosopher, economist, journalist and revolutionary scientist, Marx was best known for his work in economics. He laid the foundations for today s theories of labor and capital. The Communist Manifesto and Das Kapital were among the most famous of his published works. Born to a middle-class family in Trier, Prussia in 1818, his parents were Jewish, but converted to Christianity in 1816 due to strict anti- Jewish laws. He was baptized as a Christian at the age of six but laterRead More Karl Marx Essay1110 Words   |  5 Pagesas a bad thing. Karl Marx would disagree. He formed the basic ideas of communism in his writings. He argued that communism was the eventual government that formed out of many unsuccessful governments. Many modern communists either use his ideas or use parts of his ideas to form their own. Karl Marx is the true father of communism. Marx was born in Trier, Prussia on May 5, 1818 (Beales). His family was Jewish, but his father converted the family to Protestantism when Marx was born. When heRead MoreThe Great Philosophies From The 19th Century1386 Words   |  6 Pages4U1 - 02 17 Friday 2016 One of the greatest philosophies from the 19th century was Karl Marx. The German native born May 5 1818 was known for his works as not only a philosopher but an economist, journalist revolutionary socialist and sociologist. Marx’s different varieties of work influenced his understanding of society and and the economy during his time period. Once Marx got older, he moved to London England where he progressed his ideas and even collaborate with FriedrichRead MoreKarl Marx : Modern World History1103 Words   |  5 Pagesuprisings that force oppressors to alter the current problem. Karl Marx’s ideas and claims caused constant innovation in the theory of communism. However, he was extremely underappreciated during his lifetime and was later recognized during the Russian revolution years after his death. Therefore, Karl Marx became a revolutionary after his death in 1883. Karl Heinrich Marx was the oldest of nine children born to Heinrich and Henrietta Marx in Trier, Prussia. His father was a successful lawyer who admiredRead MoreKarl Marx : The Oldest Surviving Boy Essay1080 Words   |  5 PagesKarl Marx is a sociologist, economist, historian, journalist, revolutionary, and philosopher of German decent. Karl Marx was born in 1818 in Trier, Prussia; he was the oldest surviving boy in a family of nine children. Both of his parents were Jewish, and descended from a long line of rabbis. Marx was also raised in a home that originally was Jewish until his Father, Heinrich Marx, converted to Protestantism. He was home-schooled until 1830 when he enrolled at the Jesuit high school in Trier.. InRead More Biography of Karl Marx Essay1451 Words   |  6 PagesBiography of Karl Marx Karl Marx was a professional intellectual and philosopher. Throughout Marxs life, chance meetings with other professional intellectuals and philosophers helped guide Marx to his final destination. Although Marx died in March of 1883, some 122 years ago, his theories are still being studied, and in some cases, used in some governments. In his lifetime Marx explored many different social settings and groups. His final accumulation of work can be found inRead MoreSmith vs. Marx - a Comparison Essay1247 Words   |  5 PagesSmith versus Marx Ââ€" A Comparison S. Glen Balanoff July 04, 2004 Smith versus Marx Ââ€" A Comparison Modern economic society can be described as a combination of certain points from several theories combined into one. Changing dynamics and economic needs of nations has spawned a development of various, and contrasting, economic systems throughout the world. Perhaps the two most contrasting philosophies seen in existence today are that of capitalism and communism. The two philosophers most notably

A Research Study On Masturbation Essay - 1502 Words

While not directly related to orgasm, the discussion focused on the closely related topic of masturbation in youth. There has been a great deal of research conducted over the years regarding the subject as a whole. Unfortunately, the generalizability of the findings has been limited for a number of reasons including the difficulty of conducting sex-related research on subjected younger than the age of consent or maturity (jurisdictionally dependent), lack of cultural consistency, sample size limitations, self-report methodology (e.g.; honesty, semantics, completeness, self-selection bias, etc.), and difficulty isolating non-multivariate factors to serve as a baseline (Driemeyer, Janssen, Wiltfang, Elmerstig, 2016). This research, first reported in the May publication of the Journal of Sex Research, sought to remedy this by using previous findings as an operationalized baseline to inform more comprehensive questions, though it did little to address the sample-bias present in previous findings. In short, the research sought to ascertain gender differences in the discovery, experience, and perception of masturbation in Swedish adolescents. The research was conducted in the form of a survey, though the questions were piggybacked onto a larger, more comprehensive survey of Swedish high-school students, and focused on collecting key data that could then be grouped in various ways. 84 schools were petitioned for participation, and 52 took part in the survey. All schoolsShow MoreRelated Masturbation: There is Nothing Wrong With A Little Self -Love1196 Words   |  5 Pages Masturbation is defined as the self-stimulation of the genitals to achieve sexual arousal and pleasure, usually to the point of orgasm/sexual climax (Knowles, 2002). It is a natural process and one of the most common sexual activities that humans take part in. The subject of masturbation has long been a taboo topic and seen is a sin in many Western religious cultures. Because of this, guilt and shame are associated with masturbation. In the seventeenth and eighteenth centuries many believedRead MoreSexual Behavior of Teens and Young Adults in Kososvo857 Words   |  4 Pagesthe biological chemistry that takes place in the human body. Depending on the individual, sexual behavior varies. The purpose of this research study is to analyze the sexual behavior of teens and young adults in Kosovo. Moreover, we want to find out how Kosovo’s youth compares to different parts of the world in regards to sexual behavior. As a part of our research conduction, teens and young adults fr om the age group of 16-24 in Kosovo will be asked several questions in regards to their sexual experiencesRead MoreGender And Sexual Attitudes And Behavior1520 Words   |  7 Pagescomponents correlating to the difference in sexuality resulting in the distinctions of sexual behaviors as well as attitudes among males and females. Difference in sexual attitudes and behavior can be seen between genders across various studies. This research study indicates the differences in sexuality according to gender. It is known that most males, according to todays stereotypes, envision sex as a physical pleasure and believe in â€Å"love em and leave em† or â€Å"Hit it and quit it† clearly expressingRead MoreHuman Sexuality and Masturbation Good Morning1537 Words   |  7 PagesFrom the Prehistoric Era to Modern Times: A Historical Perspective on Masturbation Good morning. Im here to talk about a sensitive topic, an issue that is present since the beginning of mankind but is only being widely accepted today. Before anything else, I will show you some pictures. Can anyone please tell me what these ancient images depict? Are they cooking? Are they worshiping their gods? Youre correct. They are masturbating! Ancient people express their emotions and everything theyRead MoreAlfred Kinsey Essay843 Words   |  4 Pages Gatewood Alfred Kinsey was born in New Jersey on June 23, 1894 to Alfred Kinsey and Sarah Charles. As a young boy he suffered many illnesses such as rheumatic fever and typhoid. In high school, he began his interest in biology and botanical studies with the influence of his teacher. He started his career in biology as a zoologist and entomologist but later found interest in sexology. His parents were very religious therefore not agreeing with his choice of career. Due to this he considered hisRead MoreMasters Of Sex, By William Masters And Johnson1625 Words   |  7 PagesMasters and Johnson William Masters and Virginia Johnson took human sexuality to a new level that some people of their time were not ready for. They did Studies of masturbation, sex with partners that were known to each other and some that were considered strangers. With the findings it suggested that Masters and Johnson discovered what arousal is, the stages it goes through, and what it takes to get there. Masters and Johnson not only heterosexual but homosexuals too. They wanted to know ifRead MoreMasturbation : Breaking The Silence Essay1792 Words   |  8 Pagesembodied in its title, Masturbation: Breaking the Silence. In this regard, the author draws significant attention to the fact that while masturbation as a practice is common, its articulation in the global health community is shunned and considered a social taboo (Shelton, 2010). An example provided in the fourth paragraph of the article encompasses how a diverse institution such as the United Nations Program on HIV/AIDS sponsors the silence regarding the subject of masturbation. According to SheltonRead MoreBanning Books : A Severe Prescription Mix Up1208 Words   |  5 Pagespossessed by today’s children, and lack of knowledge of the most important laws in America, the Bill of Rights. One side-effect from banning the book is that it will just make students want to read The Absolutely True Diary of a Part-Time Indian more. Studies have shown that in children, when given a choice between two fruit, they had no preference. However, when one was only made during an exclusive time-period during the day, the children wanted the banned fruit more. This can apply to the situationRead MoreThe Importance Of The Female Egg For Reproduction1557 Words   |  7 Pagesreproduction. Anton Van Leeuwenhoek in 1678 used the microscope to identify sperm as a seed. Elizabeth Osgood Goodrich Willard came up with the term sexology and opened to the research to understand sex in a whole new level. In this paper we will learn about a couple different sexologist and how they did the research on sex. Keywords: Havelock Ellis, Kurt Freund, Richard von Krafft-Ebing, Masters Johnson â€Æ' 1897 Havelock Ellis reflected his view of gays and lesbians as having an inside out, orRead MoreEssay about The Issue of Virginity1144 Words   |  5 Pagesvirgin chic (Newsweek, October 17, 1994, p.59) Researchers have accumulated an extensive collection of articles based on the sexuality of adolescents, but yet have failed to really do extensive research on the reasons for these sexual choices of young adults. Because of this reason, I believe that the study the causes for virginity between people of all ages would not only be interesting, but substantial as well. In reviewing many articles about virgins of all different contexts, there were consistent

WWII at Home Essay - 1374 Words

For the United States the event of WWII was most likely the single largest factor in determining the nation’s financial, political, and social prowess in the 20th century. Where most have knowledge of the war itself, few understand the sheer reach it had and the massive effects it produced globally. At home, it ended the great depression and strengthened our government’s ability to manage the economy. Leading up to the war virtually all industry in the country was majorly crippled if not dead, a problem that may not have ever been fixed were it not for increased demands via the defense industries. Organized labor was a growing force to be reckoned with, even during the war it managed to grow stronger, becoming a major player in the post†¦show more content†¦FDR’s deal tried to work for the remainder of the decade, but never enjoyed any real success. By the time Europe became enthralled in the war, the United States wasn’t in much better shape than it had been when FDR had begun his first term. In the ten years preceding the war, unemployment in the United States averaged at 13.3%, in the summer following the start of the war in Europe that number was cut in half (Darby, 7) As the war in Europe was heating up, the United States government initiated a state of preparedness. It began increasing the size and strength of its military, enhancing its global politics, and promoting patriotism amongst the public. Industrially, manufacturers changed tooling and operations, gearing up to produce the tools of war that would become more essential than the common consumer goods they had once produced. Labor unions also played a role in this process, advocating conversion in industries that were less eager to change their ways. The marine industry was among the first of the industries to convert to wartime production, cranking out ships not only to fight, but especially to haul the much needed weapons, munitions, and food across Atlantic to the British and the Soviet Union. The Lend Lease act provided these supplies, playing an extremely important role in the resupply and refitting of our allies. On December 7, 1941, The Japanese attacked the United States naval fleet stationed in Pearl Harbor,Show MoreRelatedFamilies On The Home Front During Wwii1604 Words   |  7 Pages Families on the Home Front during WWII by Ewa Bieciuk HIST 2200- U.S. History Since 1877 Summer 2015 Prof. Hardin September 1st, 1939 is a day that changed the course of history. Lives were lost, families ripped apart, towns destroyed, and jobs were created. World War II had just begun with the majority of the main countries in our world participating in the war that would ultimately kill millions of soldiers and civilians. Two years later, on December 8th, 1941 after theRead MoreGender Equality And Equal Opportunity1664 Words   |  7 PagesWomen during WWII were confused about their roles in the war. There were two common attitudes women in the 1940’s had towards the war. On one hand women felt inspired to rise to the challenge and fill the void left by men. On the other hand, some women felt, â€Å"cheated,† and unable to carry on due to the absence of men. Even though most women agree that gender equality and equal opportunity is positive, women who lived through WWII would most likely argue that it is not always worth the sacrifice.Read MoreThe War On The Home Front1112 Words   |  5 Pagestime, America went a serious of events which had great influence on the home front. Those two events were WWII and the Cold War. Civil rights, the cultural norms, and society at large, had changed greatly during a short amount of time due to these events. The United States was fight a war on two fronts, both at home and overseas. The wars overseas had great influence and impact on the successes that would come over time on the home front. Without these wars and times of trials and tribulations, the civilRead MoreThe World War II ( Wwii ) Essay1626 Words   |  7 Pagescountless challenges during the immediate aftermath of World War II (WWII). Firstly, this essay will examine the most important negative consequences confronted by Europe after WWII, including, the effects the war had on the European economy and political conditions. In this regard, it will look specifically at the Soviet Union, Germany, Poland and the United Kingdom. Secondly, the essay will rev iew the numerous displaced populations WWII left behind as well as the expulsions of several Germans from PolandRead MoreWorld War II ( Wwii )1312 Words   |  6 Pagesare all words that make you think of World War II (WWII) and these are all closely related to WWII. What about â€Å"Rosie the Riveter†, â€Å"war bonds†, â€Å"the family dynamics†, â€Å"rubber and aluminum drives†? Does it ring any bells? These words are related to WWII also but refer to the home front. The absence of many men due to WWII, caused the dynamics of the workforce and of the â€Å"women’s place in the family† changed forever. In the 1930’s and before WWII America was in the (not so) Great Depression. JobsRead MoreWorld War II ( Wwii )1312 Words   |  6 Pagesare all words that make you think of World War II (WWII) and these are all closely related to WWII. What about â€Å"Rosie the Riveter†, â€Å"war bonds†, â€Å"the family dynamics†, â€Å"rubber and aluminum drives†? Does it ring any bells? These words are related to WWII also but refer to the home front. The absence of many men due to WWII, caused the dynamics of the workforce and of the â€Å"women’s place in the family† changed forever. In the 1930’s and before WWII America was in the (not so) Great Depression. JobsRead MoreWwii and Its Influence on Women1414 Words   |  6 Pages04/29/12 Women and the War: How WWII Changed American Society WWII changed the lives of depression-weary Americans across the country. After the country suffered through the Great Depression entering the war was the last thing on Americans minds. But as the war brewed overseas and grew closer and closer it became inevitable that America would have to get involved. As with most wars WWII offered expansion for women. Their duties and responsibilities at home expanded while their husbands wereRead MoreEssay about G.I. Jane: Women in the Marine Corp1673 Words   |  7 Pagesfirmly the symbol of American freedom and patriotism during WWII. Meanwhile, women were encouraged to be nurses, mothers, and some were paraded around as tokens of â€Å"equality† like Rosie the Riveter and â€Å"Marinettes.† Now, the second World War has been pointed to as a turning point in womens rights. However, few Americans recognized the achievements of women and most even discouraged them. Because the many contributions of women during WWII went unnoticed , even today, Americans need to learn the sacrificesRead MoreWorld War II : The War Ended The Way A Passage Of The Tunnel976 Words   |  4 Pageswar ended the way a passage through a tunnel ends† (727). World war 2 was one of the deadliest wars in western Europe. The twentieth century was one to remember in Europe so much went on causing trouble to People and economy physically and mentally. WWII Impacted the western civilization positively for the future. Although the battle lasted over 6 years, after the war things started to get better and the economy and people were building and growing for western Europe. Europe went through an EconomicRead MoreThe Impact Of Technology On The Allied Victory During World War Two1693 Words   |  7 Pagestechnology aid in the allied victory during World War Two? The Second World War (WWII) was a devastating global war that lasted from 1939 to 1945, causing struggle and suffering across much of the world’s nations. During this period, technological developments increased significantly and advancements in every field of war were emerging quickly and leaving huge impressions. New inventions and scientific principles emerged during WWII in fields such as weaponry, communications and effective defensive means

A Jest of God by Margaret Laurence free essay sample

Laurence, the reader is introduced to a small town school teacher, Rachel. Rachel is 34 years old and a single female taking care of her mother after her fathers death. Through Earaches eyes the reader is shown her thoughts, desires and struggles. One side of Rachel that Is seen in this novel Is the struggle with death and her father; Rachel approaches death as way out of her life, an escape from the claustrophobic life (214) trapping herself from being the person she wants to be.Before the novel even begins we are shown a glimpse of how Rachel approaches ere spiritual life and how death is an integral part of the way she thinks: l was swallowed one time deep in the dark (5). This quote from Carl Sandburg Losers foreshadows the struggle which haunts Rachel from a child to the point in her life when she finally gets a grasp on death. Her life through her eyes seems boring almost unbearable at times and her fantasy of escape comes in the form of dieing: Rachel Cameron says shell die (7).Her thoughts turn reality into a dream world seeing the children In the playground growing old finally die[inning], the last dried shell f them painted and prettified for decent burial by mortal men like Animal Cameron, my father. Stupid thought, Morbid. I mustnt give houseroom In my skull to that sort of thing (8). Rachel knows [l]its dangerous (8) to let herself think these Immature thoughts; She is a grown woman not a child. Her thoughts at the beginning seem to get the best of her; Conforming to be someone she is not happy with. Death started with her father and his business at the local funeral home.It was a business for her father and Rachel was never part of it: This is no place for you, Rachel. Run along now, theres a good girl. This is no place for you (124). Rachel was sheltered as [t]he sign on the door says Private (124), shutting out a child not really understanding death and reality. To Rachel death is not something to be brought out in the open but rather kept Inside hidden from everyone: All that remains Is for someone to delete the word funeral. A nasty word, smacking of mortality. No one In Mackinaw ever dies, at least not on this side of the tracks. We are a gathering of immortals.We pass on C] but we do not die. Death is rude, unmannerly, not to be spoken to in the street. (19, 20) Seeing the word funeral everyday in neon lights on the front of her house was always n, keeping it fresh in her mind as a reminder of death. It also reminds her that it is a part of life and reading it on the sign only makes it public; Something Rachel struggles with and tries to keep hiding it inside. After breaking the barriers put up by her father in the funeral home she goes looking for answers. Hector Jonas welcomes her Into the basement, something her father would never do, and she begins to ask questions.Earaches first question, Deaths unmentionable? (128) seems Like she Is trying to get Jonas to answer a question that she had been wanting to ask her father but couldnt. Jonas then gives n undesirable answer almost repeating the question. Rachel tries to get more of an a full explanation. Sonars answer, [I]its simply nicer not to have to think about all that stuff (128) shows Rachel that her father was the one who took the burden for other people; He was only trying to let her grow up with out knowing or understanding this pressure so that she would not have to deal with it.After realizing being sheltered not only from death itself but everything that comes with it, Rachel has to deal with a tumor which could be benign or malignant, death or life. Rachel begins to think of something and her father said: I looked down once through the at the lake, and it trembled and changed, and still I could see, far below, the thousand minute creatures spinning in a finned dance, and my father said Fishes, only Just spawned, and there were thousands of them, thousands.The waters are in front of my eyes. (187) To Rachel this is time for rebirth, a coming out of who she was and finally being an adult and standing up for herself. Rach el sees that her father was trying to do the right thing. Death and the pressures it brings are not for a child but an adult and with Rachel accepting responsibly, she can now cope by herself. Well, in the end 0 in the end 0 its in others hands (201) shows how Rachel knows she can only do so much and to let things happen is the only way to be happy.At the end Rachel accepts her father for who he was and not who she wanted him to be. Her and Hector talk about the night she came to visit and Rachel expresses how she now understands who her father was: He probably did do what he wanted most, even though he might not have know it (206). His love for Rachel was not expressed outwardly but through what he done she now understands. The new found freedom inside herself boils over when she sees Hector had changed the unreal home sign: Cacophonic Chapel (208).She realizes that funeral was gone in not only the sign but also herself: Its a change, Hector. Its 0 evolution (208). For Rachel it was setting her free for who she wanted to be. Rachel overcame her struggle with death and her father to become the person she wants to be. Her realization in being independent and letting go of the past only made the traumatic experience of tumor a life changing event. With Rachel accepting her father for who he was she can now be the person she wanted to be: And came out alive after all

Integrated Marketing Communication of TCB Security Elite Australia

Question: Discuss about the Integrated Marketing Communication of TCB Security Elite Australia. Answer: Introduction: The report will describe the different aspects of the integratedmarketing campaign of the company along with the final positioning strategy and objectives value proposition. The company chosen in the report is TCB Security Elite in Australia. The company is specialised in providing services related to the different types of security services to institutions. The final positioning strategy that is to be selected in the report is We will help to serve you better in the security services. The value propositions of themarketing campaigns are to be followed in every step along with the value proposition in different operational department of the country. The objectives and goals of the company are to integrate with the different steps and aspects of the marketing campaigns. Certain goals are to be formulated so that the integrated marketing campaign elements are to be chosen in order to fulfil the goals. The goals are to increase the sales of the company along with the increase in the co nsumer awareness and brand reputation in the minds of the target consumers. Overview of the creative elements: Integrated marketing communication for TCB Security Elite is defined as the expansion of the existing marketing strategies of the company in order to optimise the modes of communication of the consistent message of the enterprise, while transferring it to the different stakeholders. The aim of the company is to involve the marketers of the company while identifying their boundaries around the creative mix of the integrated marketing communication mix (Thorson Moore, 2013). The elements of the promotional mix of TCB Security are to consider the different effectiveness of the marketing campaigns message. It can be said that security TCB Security Elite is a service based company, hence creativity in terms of providing services are important in order to attract more customers towards the company. The company works as a contractual agreement. The focus of the company while using integrated marketing communication is to maximize the brand impact on the minds of the consumers as well as mi nimise the cost of providing the services to the customers (Blakeman, 2014). It can be said that the creative elements that will be used to formulate the integrated marketing communication plan of the company in terms of sales promotion, advertising, personal selling, direct response marketing and public relations. The different media channels support the creative elements of the different marketing campaigns that are responsible for the building the brand identity in the different marketplace (Jackson et al., 2014). The promotional mix strategies that can be used by the firm are push strategies or pull strategies. In the perspective of the push strategies, trade promotion, sales promotion, direct response marketing, etc. In terms of pull strategy, consumer advertising, traditional marketing, etc. are used by the enterprise for the integrated marketing campaign (Schultz, Patti Kitchen, 2013). The creative elements of advertising, sales promotion, personal selling, direct response marketing, public relations, etc. are to be used in the marketing campaigns tha t are to be described in details in the report. Among the four creative elements of the marketing campaign, the marketers of TCB Security Elite, direct response marketing and public relations are to be more focused in order to increase the popularity of the company among the minds of the target customers in the country (Vernuccio Ceccotti, 2015). The marketing campaigns will use the elements of integrated marketing campaign in the promotional mix. It can be said that the creative elements all falls under the promotion part of the 4Ps of marketing mix of TCB Security Elite (Belch et al., 2014). The goal of the company is to improve the services along with the improvement of brand image in the target market. Public Relations techniques will be used in terms of using various traditional and digital media in terms of improving the content marketing of the website. The website of the TCB Security Elite will educate the customers and provide sufficient knowledge regarding the different s ervices such as security patrols, security guards, cash in transit, special event management, close personal protection, alarm monitoring, etc. The events of the marketing campaigns with the proper use of the different channels of media will help in the meeting the organizational goals as well as the marketing goals of the company in providing services to the target customers (Naeem, Bilal Naz, 2013). Overview of IMC program mix: The integrated program mix of the company consists of the promotional mix and the marketing mix respectively. The marketing mix of TCB Security Elite consists of seven Ps of service marketing. This aspect will be incorporated with the promotional mix i.e. the creative elements of the different integrated marketing campaigns. Price: The price of the services of the company should be made in a reasonable way so that the target customers can avail the service provided by the company. Penetration pricing is used by the company in order to tap the market of Australia (Brunello, 2013). Place: Place of TCB Security Elite is contributes of the different metropolitan areas of Australia. The places of conducting the integrated marketing campaign include the shopping malls, trade fairs, sponsorship in the companies, OOH services in different areas, etc (Luxton, Reid Mavondo, 2015). Product: Product or specialties of the company includes function guards, gatehouse services, security patrols, installation and response, close personal protection, Access or CCTV control, special event management, cash in transit, ATM services, security guards, etc (Gabrielli Baghi, 2016). Promotion: Promotional techniques of the services of TCB Security Elite use traditional advertising techniques in the campaign rather than digital techniques of marketing. This business is more focused on direct responsive marketing and sales promotion rather than the different modes of online promotional techniques. People: People of the company involve the persons who are responsible for providing high quality services to the customers of the country. The people will be responsible for satisfying the needs of the customers while identifying their latent demands (Dahl, Eagle Low, 2015). Process: Process refers to the different activities that are conducted by the marketers, senior management and the stakeholders of TCB Security Elite in order to deliver the service to the customers. Physical Evidence: Physical evidence of TCB Security Elite represents the tangible stores of the company where the customers can interact with the company personnel in order to buy the service or clearing any doubts related to it (Parente Strausbaugh-Hutchinson, 2014). Discussion of each Marketing Communication function: Marketing communication in a broad business refer to the method that is used by an organisation to promote their product or service (Argenti, 2015). There are six major marketing elements that help in achieving the overall marketing objectives of a particular organisation. The function of the same marketing communication elements can be stated below: Advertising: Advertisements in the traditional media like Television and newspaper shall be effective for marketing the service of the company. It has to be understood that the people who remain in the needs of security are basically the businessman, politicians and other VIPs. These people prefer gaining news from newspapers and news channels. Thus, if the advertisements are telecasted or are published in the print media, it can directly reach the particular target group of people (Lekhanya, 2015). Television advertisements are often designed in the form of a story and thus, it can easily portray a scenario that would tell about the necessity of security guards or security systems. Sales Promotion: Sales promotion is the process of persuading the potential group of customers to buy a particular product. The TCB Security Elite sells security related products. Thus, it is important to carry out sales promotion technique as well in order to market these products (Carroll, 2015). One of the major functions of the sales promotion is to create a buzz about the product and sell the same within a short time. It does not aims at building a long term loyalty or creating a huge customer base. This process could be effective for a naive company like TCB Security Elite. PR/ Publicity: When any kind of public relation activity is carried on, it helps to create a better image of the company among the consumers and in the society as well. Since TCB Security Elite is new in the market and there are already established big security companies in the market, it is of prime important to conduct PR activity or publicity in the region where it operates (Parente Strausbaugh-Hutchinson, 2014). For the same thing, the company can do charity or can donate some of their products to some government agencies that would act as a publicity stunt for the company. Personal Selling: Personal selling is the process where the company is responsible for selling the product themselves and they do not depend on others for the same purpose. Different approaches are often undertaken. Personal selling can be done by the means of direct selling from the website or by their personal sales executive (Kumar, 2016). This way a company saves lots of money by not selling the product directly to the consumers. TCB Security Elite can undertake this approach and sale their products directly to the target group of consumers without involving any middleman in the sales process. Direct Marketing: Direct marketing is the process where the promotion of the product is directly reached to the consumers. This type of marketing are carried on by the means of direct mailing or sending Messages to the personal numbers of the target group of people. This is a unique way because it helps to reach the particular target group of people directly (Dahl, Eagle Low, 2015). The chances of creating a buzz among the target group are more than the other forms of marketing. However, it requires the details of target group that might be difficult for conducting this method of marketing. Internet/Interactive marketing: This is a new media technique aimed at using the social media sites like the Facebook and Twitter to target the particular group of people and sell their products. This type of marketing is effective for those products that can target the users of these social networking sites (Lin, 2015). However, for the products like the security systems and bodyguards, this kind of marketing might not be the best option to be used. This kind of marketing requires continuous follow up in the marketing sites in order to create more number of followers on the particular sites. Outline of campaign evaluation: It is expected that the complete campaign would be based on direct selling or personal selling. In addition to this, the Company shall invest in the sponsorship as well. The proposed campaign for TCB Security Elite can be stated here. The campaign can take place for a period of 3 months. The main objective of the campaign is to portray that TCB Security Elite provides the best security solutions and the security guarantee to the customers. An advert should be designed that would portray a single message that when the consumer select their service, they can remain free from worries. TCB Security Elite is the only solution that would cure all worries of those who are concerned with their costly accessories and assets. The campaign shall include traditional marketing like Television advertisement, Outdoor marketing using hoarding, print advertisement in the newspaper and magazines and direct communication by the means of direct mails and direct calling. In addition to this, the campaign shall also include website marketing and blogging that would contain contents related to the security services (Fill Turnbull, 2016). The target group of people are the elite people of Australia mainly from Melbourne and Queensland. It is a common observation that the users of the manned security service would be the VIPs and the VVIPs and so in order target this group of people, direct marketing or website marketing would be the best option. In addition to this, the TCB Security Elite also deals with electronic gadgets and security services whose target group of consumers are the ones who want to take care of their costly accessories. Thus, they belongs to the upper class of the society. It is therefore recommende d that in order to target this group of people, search engine optimiser process would be the best suitable method. Recommendations: The advertisement campaign shall be focused on corporate advertising in order to create an impact on the particular group of people who are the elite class and the VIPs. Thus, the following are the recommended promotional types that the Organisation might select from: Advocacy advertisement: The aim is to promote a particular message to the target group. Thus, the kind of advertisements including print and outdoor advertisements should be designed in a way that it would portray the message that it is the best security company to provide best solution to their customers. Event sponsor: It is highly recommended that the organisation would consider sponsorship and would participate in major event sponsorships like any sports event or a marathon that shall portray the Companys image as a company associated with the security system. iii. Cause-related advertising: The Company can also partner with some non-profit organisations and shall carry out cause-related advertising as well. This way they can develop a better image of the company and can target the particular group of people as well. Content marketing: In order to target the mid aged group of people, between 25 and 40years old, internet and the searching options are the best way. Thus, it is recommended that the marketing shall also concentrate on the content marketing like blogs. In addition to this, the Company can also use the Twitter and Facebook for carrying out social media marketing. It can be said that it is very important for the organisation to carry out the marketing and promotional event on a regular basis in order to reach the maximum number of consumers. Thus, the recommended marketing and promotional and marketing method could be very effective if the same is undertaken properly. Conclusion: It can be concluded that the integrated marketing communications of TCB Security Elite is to be formulated in a way so that the company can communicate with its target customers in order to increase the sales of the company. The company is responsible for increase in the brand image of the company in order to increase the consumer awareness among the target markets. Apart from that, it can be said that the report will explain the promotional mix of the services provided by TCB Security Elite in its target market of Australia. 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