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A Proposal for “Friends” Service

2019-05-10 来源: 51due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- A Proposal for Friends Service,供大家参考学习,这篇论文讨论了“朋友”服务。有的时候,我们需要一种叫做“朋友”的服务来帮助我们度过难关。尽管我们身边有家人和朋友,但在这个快节奏的世界里,我们都会有迫切需要有人陪伴的艰难时刻。要让已经认识我们的人不带先入之见地考虑我们的想法是很难的,因为他们用以前的经验来判断和处理事情是人类的天性。所以我们需要“朋友”的服务。 “朋友”服务的三个特点是可用性、陪伴性和可负担性。“朋友”知道如何成为一个真正的伴侣,在我们需要的时候陪伴我们,照顾我们。

We need a service called “friend” which helps us through tough times. We all will experience hard times when we desperately need someone to be there for us despite the fact we already have family, friends and people around us, especially in this fast-paced world. It is hard to get people who already know us to consider our thoughts without preconception because it is human nature to use their prior experience to see and deal with things. Or we can say we are all stereotypes for people around us to some extent. That is why I come up with a service called “Friend”. This service is available for people who need company, someone to talk or offer care.

Three characteristics of the “Friend” service are availability, companionship and affordability. Availability is demonstrated by providing “Friend” service almost any time anywhere consumers need with extra charges apply. There are some moments we all get extremely weak and need someone to comfort us, but we do not always have anyone who can offer that simple solace. Companionship means professionally trained “friends” who know how to be a real companion, be with us and take care of us when we need. Price is an unavoidable topic for any service, especially human-involved ones. Thus, affordability is a true competitivity in the market. Affordability is made to customers so that people can enjoy the service without spending too much.

The basic idea is consistent with the brand name of the service, being your friends who listen and understand. To best communicate the basic idea of the service to primary and secondary markets, a combination of both the rational appeal (central route) and emotional appeal (peripheral route) is that “Friend” service gives us companionship whenever we need.

The primary market is middle-income adults who face difficulties and loneliness. The secondary market includes low-income or high-income groups who also need this service. TV and social media are two media used to communicate the basic idea. Social media is popular among all groups of people in the 21th century, especially the younger ages. On the other hand, TV is more popular among the elder people. These two media complement with each other, covering all age groups.

Because we are facing users of all trades, the general principle for media vehicle selection is popularity. To reach primary market, advertisement on Facebook and Fox are most favorable because Facebook has most users and Fox has most viewers. While for secondary market, Twitter and CNN are the second most popular as for social media and TV channel in the US.

Commercials

Since four commercials put on the four media vehicles are to communicate the same basic idea, they should be different so that they do not make audiences feel boring. They also should share similarities in copies and styles such that people know they are from the same service provider. The general style guide is to be simple, warm and appealing.

For the TV commercial broadcast on Fox, a middle-aged man is sitting at a park watching kids playing, the “friend” he needs comes near him, shows his staff badge and says, “nice to meet you, my friend”. And then soft music sounds and they talk. The scenario of the customer and the “friend” talking continues. The “Friend” logo comes up in the end.

For the advertisement on Facebook, “We are your true friend whenever you need us” is the copy. Besides the line two women talking show a gentle smile. The “Friend” logo is obvious.

In the TV commercial put on CNN, two females sit in a coffee shop and talk with each other. At first the customer seems tense and anxious. But at last the “friend” puts her hand on the customers shoulder and they both smile. An offscreen voice says, “we are the companion you need”. The “Friend” logo shows up in the end.

In the advertisement showing on Twitter, the copy is “we are the friend you need”. Next to the line is two women presenting a soft smile. The “Friend” logo is obvious.

Promotion Activity

Considering Facebook and Twitter are two social media where commercials are put on and these two places are easy to conduct interactions with considerable less cost, I intend to hold the promotion activity at Facebook. A web game is designed in which social media users can park their virtual fancy cars in friends’ parking lots and at the same time earning a certain amount of “income”. Every user only has a limited amount of parking lots and a car parking in one parking lot for too long will be removed by the game system, so the car owner must find a new location for parking. Users can use earned income to buy virtual fancy cars like Porsche and Ferrari. The longer they have been parking their cars in a friend’s parking lot, the closer of the two users’ friendship value turns. A friendship value threshold is set that on a certain date all users who pass the threshold may be eligible for an AR technology based activity in which participants can find actual gifts and coupons for the “Friend” service. In this parking game users can interact with their friends and enjoy buying virtual fancy cars, which all people are passionate about. It is not an illegal lottery or sweepstake because “No Purchase Necessary to Enter” and the awards are limited.

Regulatory Agencies

Regulations at the federal level:

Federal trade commission (the FTC)

Federal communications commission (the FCC)

Regulations at the state and national level:

The National Advertising Division (NAD)

Self-regulatory organizations:

Better Business Bureau (BBB)

Advertising Self-Regulatory Council (ASRC)

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