Sony- Digital Media Convergence Essay Example

Sony- Digital Media Convergence Essay Question of Concern Choose a specific company and evaluate its organization’s performance in the market with reference to digital media convergence. Explain the organization’s relationship with the different media segments and discuss how this affects the company’s operations and sales. Sony: Company Background What better company to select that one that possesses all forms of media, and even technology that converge all media types into a single device (multi-media devices). Sony is the world’s fifth largest media provider, standing at USD 78. 88 billion in 2008. An amazing feat considering that the company had only originated as a radio manufacturer in WWII Masaru Ibuka and Akio Morita, and is now pioneering some of the most advanced technology in the world. Sony currently has a wide selection of a product line-up (including their unique innovations), such as: * HDTVs * Play Stations (1, 2 ,3 and portable) * Universal Media Disks * Blu- Ray disks * LCD TVs * HandyCams * PCs and Laptop (Vaio) Radios * Personal MP3 Players * Cellular Phones (Sony Ericsson) With such a diversification of products and different media forms, collision with one another is inevitable. I especially selected Sony, so that I may also enlighten you on some aspects of the gaming industry, used as an advertising tool. Sony: Case Study Case 1 Pre-launch of the PS3 (Play Station 3) in 2005, Sony had hired special graffiti artists (and the walls of store owners) to spray-paint b uildings of hired establishments, eliciting people playing the PS3. We will write a custom essay sample on Sony- Digital Media Convergence specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Sony- Digital Media Convergence specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Sony- Digital Media Convergence specifically for you FOR ONLY $16.38 $13.9/page Hire Writer They also done the same by hiring artists to draw similar art and upload onto their blogs and peer networking sites (MySpace, Friendster, etcetera), hoping that the power of art and peers would inspire the want for the users to purchase their upcoming product. The success of this unique form of guerilla tactics were questionable, since this sparked much controversy. Many viewers realized that this was a marketing tactic and expressed their distaste to the graffiti that they even placed their own additions (Such as â€Å"Advertising directed at your counter culture† or â€Å"Fony†). And on the web format, although slightly more subtle, many caught on and also wrote their repulse in the comment boxes and forums. Case 2 Approaching Christmas in 2006, Sony attempted an online viral marketing campaign; it was named, â€Å"All I want for Xmas is a PSP†, a blog written by a teenager named â€Å"Charlie†, confessing his ultimate desire to acquire the upcoming Play Station Portable (PSP). â€Å"He† even provided links to iron-on t-shirts, Christmas Cards and â€Å"himself† rapping, all associated to the PSP. It wasn’t long until this ruse was discovered by the public as well, leading a massive exposure of the project through YouTube and blogs. Sony admitted the sites origin and then converted the sight, providing details and facts on the PSP. Case 3 After a user purchases the Play Station 3, there is a feature wherein you can create your own avatar and immerse yourself into a digital community as the character. Able to select your own facial features, hair, clothing and trinkets; coincidentally many of the trinkets you may select are existing and up-coming Sony products. Wouldn’t be uncommon to see a character walking around with the Sony HandyCam or a house forum containing Sony’s HDTV. A very successful advertising tool, considering that many PS3 users are also their current market for many of their other products. This helped spread awareness amongst its users, and it even provided some details of the products in-game to educate them on their functions and advantages. Not to mention, this was a cheap and easy way to advertise. Case 4 In a lot of Sony PlayStation games, especially ones that are focused on sports. One would encounter advertisements of other products (and including Sony’s own), during the half-times and breaks. It helps create the feel of an actual game, but this also serves as product placements (and not to mention cheap advertising, with additional income). But this was not only limited to sports games, once in a while if you look hard enough you’d see the game’s protagonist (whom children often admire and look up to), using a Sony device, such as the Sony Mp3 player. Although not efficient at capturing new markets, it helps develop awareness in its current market. But one of the most â€Å"deadly† aspect of this marketing scheme, is that it targets children and teenagers who are the most susceptible to influence, potentially developing long-term loyalty. Case 5 With many of the Sony Products, apart from the typical cross media advertising; where you see the HandyCam advertised on TV, or the Blu-Ray disk on the internet, or the mp3 player on the radio, or the HDTVs in the newspapers. Sony tries to advertise in more subtle ways that user can relate more towards (as you may notice in the previous cases). Such as: * Getting newspaper/ magazine/ blog authors to write â€Å"reviews† on their products * Getting â€Å"users† to post videos on the internet of them using the products (or even singing about the product in some cases) * Posting their TV/radio advertisements onto the internet * Providing trials to their users in exchange of sharing their experience on their blogs or peer networking sites Case 6 The Sony Bravia television, a TV with the niche of providing a large variation of vibrant colors, one problem, how do you advertise a television with colors superior to that most common household TVs and computers. Instead they filmed 600 people shooting 7,000 liters of paint onto a huge canvas in 30- seconds. Then provided a copy for each person to bring home, to show friends/ upload or play in their stores; and of course also advertised themselves this video on the internet and TV. Analysis of the Cases amp; Conclusion Because of their wide selection of products, Sony cannot show any real preference in advertising with any digital media, mainly because they also carry a wide variety in target markets. This asks for a lot from the sales and promotional teams. As we can see Sony truly utilizes all forms of media, they advertise on our television commercials, radio commercials, internet banners, in between our newspaper pages, just like many other companies. But Sony looked for and utilized less conventional methods, methods that truly relate and get â€Å"personal† with the consumer. Be it through, viral marketing, guerilla tactics, street- advertisements, in-game advertising, fake blogs and articles. Many times company’s think that creativity ends after the shooting ends, but they fail to realize that creativity can also lie in how you communicate that advertisement. With such a large variation of digital products, it would be extremely expensive to advertise for each one separately (sometimes even cluttering one another for key advertising spots), and although each product may be recognized as their own SBU (strategic business unit). Sony truly succeeds at finding that synergistic effect and discovers ways that allows for their products to advertise together and on another, not to mention- in a creative manner. References Sony Main Website, http://www. sony. net/SonyInfo/technology/ â€Å"Sony Unveils Movies for Memory Sticks†, Alexander DeFelice, Tech News World, http://www. technewsworld. com/rsstory/51805. html Sony, Wikipedia http://en. wikipedia. org/wiki/Sony â€Å"Sony Advertising Campaigns†, Sony Website, http://www. sony. co. id/section/advertisingcampaign â€Å"On Sony Advertisement†¦Ã¢â‚¬ , Stan M, Sony Insider, ttp://www. sony. co. id/section/advertisingcampaign â€Å"Advertising for Sony†, Article Base http://www. articlesbase. com/advertising-articles/advertising-for-sony-1908654. html â€Å"Sony: Advertising Like No Other†, Gadgets Weblog http://www. gadgets-weblog. com/50226711/sony_advertising_like_no_other. php â€Å"Sony Admits Advertising Arrogance†, P lay. tm http://play. tm/news/29763/sony-admits-advertising-arrogance/? utm_source=feedburneramp;utm_medium=feedamp;utm_campaign=Feed%3A+playtm+%28play. tm%29 â€Å"Sony’s little Charlie†, EDGE, http://www. next-gen. biz/index. php? ption=com_contentamp;task=viewamp;id=4397amp;Itemid=2/ Sony USA Website, http://www. sony. com/index. php â€Å"Sony Affiliated Companies†, Sony Website, http://www. sony. net/SonyInfo/CorporateInfo/Subsidiaries/index. html â€Å"Sony: Product amp; Technology Milestones†, Sony Website, http://www. sony. net/SonyInfo/CorporateInfo/History/sonyhistory. html â€Å"Sony Draws Ire With PSP Graffiti†, Ryan Singel, Wired, http://www. wired. com/culture/lifestyle/news/2005/12/69741 â€Å"Graffiti ads spark debate in US†, BBC News, http://news. bbc. co. uk/2/hi/americas/4567236. stm

Read These Definition Essay Examples from Our Sample Writers or Use Online Help

Read These Definition Essay Examples from Our Sample Writers or Use Online Help A definition essay is a piece of writing that explains what a term or a concept means. The term may be evaluated from the direct or exact meaning and from the point of the subjectivity of the person defining the term. The aim is not only to provide the dictionary definition but also to expound on why the word is defined in such a manner. What Is a Definition Essay? A definition essay  is a piece of writing that explains what a term or a concept means. Some terms have definite, concrete meanings, such as glass, book, or tree. Terms such as honesty, honor, or love are abstract and  depend  more on a persons point of view. The term may be evaluated from the  direct or  exact meaning and from the point of the subjectivity of the person defining the term. The aim is not only to provide the dictionary definition but also to expound on why the word is defined in such a manner. The approach to be used depends on the subject, your readers, and the essay’s purpose. Definition Essay Example on Emotional Intelligence What Is Emotional Intelligence? Emotional intelligence is a term that is commonly used in corporate entities by managers and employees alike to assess the feelings of people in the workplace that may affect productivity. Emotional intelligence denotes one’s ability to manage subjective emotions and that of other people. It entails the capacity of a person to connect sentiments and use them to resolve complications and deliberate critically. Additionally, it entails the ability of a person to control their own emotions and to cheer up or calm down other people. The term emotional intelligence was first invented in the nineteen hundred’s by two psychologists, Salovey and Mayer. However, the term gained much popularity later in 1995 used it in his book entitled, â€Å"Emotional Intelligence: Why can it Matter more than IQ?† In this book, Goleman claimed that emotional intelligence is a central part of human development. Moreover, he identified the five main spheres of emotional intelligence as; knowing one’s emotions, managing those emotions, motivating oneself, recognizing and understanding other people’s emotions and managing relationships. Today, emotional intelligence is widely used in organizations to allow those with highly developed social skills to excel just like those with good academic qualifications. Emotional Intelligence vs. IQ The intelligence quotient refers to an assessment of the ability of a person to think and reason. The intelligence quotient is measured using the IQ score which is a method of measuring a person’s IQ against others who are in the same age bracket. The term intelligence quotient stemmed from the early research by psychologists on intelligence. The research which mainly focused on the intellectual aspects such as problem-solving and memory became known as intelligence quotient. The perceptive aspects of intellect were found to be easy to measure. For a long time, even though intelligence quotient was considered to be more important than emotional intelligence, psychologists, through several studies have proved that the reverse is actually true. The academic intelligence of a person, for instance, has nothing to do with the person’s emotions. Having excellent academic grades and getting well-paying jobs does not determine how a person is likely to react to the situations and the storms of life.   People with very high IQs are found to be very poor in managing their own lives. As Goleman argues, concentrating on the academic performances without inclining an ear to emotional intelligence results in a character that is likely to affect an individuals destiny adversely. Another reason why emotional intelligence is considered more important than intelligence quotient because it enables people to fit in all domains of life. It is evident that people who are emotionally skilled are better equipped to fit in all spheres of life. People who know how to manage their own emotions and can read and manage the feelings of other people are said to be comfortable in all life spheres including intimate relationships and work relationships. However, the lack of the ability to control one’s emotions can result in inner battles that limit their capacity to work and think clearly. The Merits of Person with High  Emotional Intelligence One of the merits of persons with extraordinary emotional acumen is the capacity to embrace modifications. Emotionally intelligent people apprehend that change is unavoidable and is a fragment of life. As a result, they embrace change as part of their daily lives and plan in advance should changes arise. Secondly, emotionally intelligent people pay attention to their work and do not get easily distracted from their original course. Thirdly, emotionally smart folks are empathetic. Goleman states that compassion is a unique and significant constituent of emotional intelligence. Emotionally intelligent people are thus capable of relating to others, showing compassion and helping others when they are in need. Other qualities of emotionally intelligent people are self-motivation and the ability to set boundaries. One of the ways through which people can improve their emotional intelligence is through avoiding negative feelings. This can be achieved by reducing negative personalization and reducing the fear of rejection. People can provide themselves with alternative options to a situation, making them have alternatives no matter the outcome of a situation. Another way of improving emotional intelligence is staying cool even when stressed. Keeping cool while handling stress can help a person to be assertive rather than being reactive to a situation thus enabling them to be more emotionally intelligent. Additionally, emotional intelligence can be improved by the ability to bounce back from adversity. Bouncing back from difficult moments enables people to have empathy for others hence better emotional intelligence. Other ways of improving emotional intelligence are; connecting one’s feelings with the thoughts and creating a positive environment. 15 INTERESTING DEFINITION ESSAY TOPICS Definition Essay Example on Respect How Do We Define Respect? One of the most important ways of establishing and maintaining lasting relationships both at home and at work is having respect for oneself and others. The term respect refers the recognition of the values of people and things and treating them with care and concern. It means having a deep admiration for someone or something. This admiration stems from the accomplishments, abilities and the qualities of a person. Additionally, respect encapsulates the way one thinks about someone or something. For instance, an employer can be said to have respect for his employees if he admires their abilities and accomplishments in the workplace and treats them well. Respect determines the way in which a person lives as well as the interaction with other members of the society. Respect for oneself, for instance, restrains a person from engaging in risk-taking behaviors that can cause the destruction of both the body and mind. Moreover, having respect for each other at home, in the workplace, and in the society at large help in reducing conflicts, disagreements and misunderstandings thus contributing to peaceful coexistence and a harmonious society. One can also demonstrate respect for things because of the inherent values they have. The fundamentals of respect, consequently, remain constant whether a person or an item is in question. Why Is Respect so Important? Respect plays a central role in building and maintaining healthy and lasting relationships. First, respect helps in establishing open communication between the parties in relationships. In families, for instance, having respect helps the members to be trustworthy, honest and straight forward. This way they are capable of abiding by the family rules and living peacefully. Additionally, open communication emanating from respect is useful in the workplaces. Respect enables the employers and employees alike, to communicate with each other in a professional and honest manner. This way, people feel free to convey their opinions and ideas in without being interrupted. Secondly, respect is significant in building trust in relationships. The flourishing of relationships, whether family, business, intimate or working relationships depends on trust. Respect for oneself and others can help in building trust.   An employee who fulfills the responsibilities and delivers in time because of the respect for his job and employers, for example, is capable of gaining the trust of the employees. Consequently, the employee has higher chances of being promoted. Additionally, having respect in relationships results in trust between couples making them have better and healthier relationships. Moreover, respect is important in relationships since it is the key to happiness. Having respect for others enables a person to become more tolerant and embrace people’s differences. Additionally, respecting the views and beliefs of others limits conflicts and confrontations among the people. The result is the peaceful coexistence between people that gives them inner peace, contentment, and happiness. Furthermore, having respect for other people boosts their esteem since they feel appreciated. How to Become a Person of Respect? One of the ways of becoming more respectful to others is honesty. Honesty comprises vital traits like truthfulness, straightforwardness, and integrity. It is important to realize that people would like to be dealt with honestly. Therefore, showing respect for others entails being honest in words and actions. Additionally, one should be responsible for their words and make people know that they are reliable. An additional approach of displaying respect to others is by exhibiting kindness. When dealing with family, friends or colleagues, showing kindness makes them feel appreciated and loved. One of the ways of showing kindness to others is watching one’s tone when addressing others. It is important to note that no one wants to be ordered around and using the golden words such as please and thank you can aid in showing respect. Obedience is another way through which one can show respect to others. If asked by an elderly person or a person in authority to do something which is not harmful or immoral, one should obey and follow the instructions. Other ways of being more respectful are; taking care of one’s mess, exercising fairness, courtesy, avoiding putting blames on others and listening to others without interrupting. Personally, I think respect means accepting people for who they are and learning to live with them harmoniously despite our differences. It involves embracing other people’s strengths and weaknesses without prejudice. By learning to accept other people, we reduce our engagements in conflicts and other disrespectful behaviors such as name calling and hauling insults at each other. The end result is a cohesive and harmonious society. If you need assistance with essay writing contact our friendly support team or place an order and our professionals will write a great paper for you.

Emotional Intelligence and it's Impact on Leadership Styles Essay

Emotional Intelligence and it's Impact on Leadership Styles - Essay Example Emotional intelligence Emotional Intelligence is a collective name for a set of social and emotional abilities which would help people to adapt to the routine demands and it is the ability to be more effective in relationships of varied nature (MacCann, Matthews, Zeidner, & Richards, 2004). Another definition of emotional intelligence is â€Å"the set of abilities that involves perceiving and reasoning abstractly with information that emerges from feelings† (Mandell and Phewanti ,2003) In a team environment, the role of emotional intelligence is turning to be of increased importance. Barling et al (157) has opined that the five characteristics of emotional intelligence includes, understanding other persons emotions; knowing to manage these emotions; emotional self control; empathy and management of relations. The application of these components in management has been a subject of research for several years. Emotional Intelligence and Transformational leadership Transformationa l leadership involves the leader motivating the team members to perform beyond the expected limits of performance (Sivanathan & Fekkan, 198). In general it has been opined that emotional intelligence is a prerequisite for any sustainable leadership model. It must be noted here that transformational leadership has been suggested to have sustained results than transactional leadership which is based on contingent rewards and other tangible benefits. Transformational leadership demands to a large extend the understanding of the followers’ emotions. In this context, the characteristics of emotional intelligence will compliment the functionalities of a transformational leader. According to Ashforth and Humphrey (1995), â€Å"emotions are an integral and inseparable part of everyday organizational life† (p. 97) . Thus a team environment will involve varied range of emotions. The skill to understand the other person’s emotions can be used to analyse the satisfaction an d the motivational requirements of the team members. This argument is supported by George (2000) as he opined that transformational leaders appraise and engage in emotions and they effectively use these emotions for the well being of the team. Moreover, emotional self control would help the leader to establish himself or herself as a role model for other to follow. Goleman (1998) has opined the need of emotional intelligence as a mandatory quality to be successful as leaders and that the transformational behaviors of leaders are directly proportional to the level of their emotional intelligence. Top Management & Emotional Intelligence The importance of emotional intelligence for a professional working at the top management level has been asserted by management experts. It has been opined that the importance of emotional intelligence increases with the increase in managerial responsibilities and one’s professional advances within the organization. The challenges of a leader in creases in multiple disciplines as the person climbs up the managerial ladder. This must be read together with the fact that, as the area of management broadens, the cultural and professional diversity also widens. This limits the scope of transactional style of leadership to be effective to have a sustainable leadership. There are several studies which analysed various levels of top management