Kathy is the managing director of the Center City Athletic Club, a chain of twenty-six athletic clubs. Although the club is sufficient for generating a profit, Kathy and her management staff believe that the club could do better with the right type of advertising and publicity. Derek, the club director of marketing and sales, explained that a couple of marketing efforts have not been successful in generating new members. One approach was to invest in a program of newspaper advertising that consisted of a decal lightly glued to the front page of the Sunday edition of the local newspaper. The decals did not bring in even one new member. Radio advertising brought in a few inquiries and two new family memberships. Billboard advertising on a major highway in the outskirts of the city brought in apparently no new members. During a meeting with Derek, Kathy suggested that a better way to create a buzz about the club would be to get bloggers to say nice things about the club, including comments on Facebook and Twitter. Derek said in a somber tone, “Hold on, Kathy. The Federal Trade Commission says anybody who is paid to blog must admit that fact on the blog site.” Kathy replied, “I’m not talking about paying anybody to say nice things about Center City. And it would also be silly for staff members to post favorable comments about our club on social networking sites or on personal blogs. If anybody figured out what we are doing, it could lead to negative publicity for the club. “What I have in mind is for about a dozen Center City Athletic Club staff members to get a friend or relative to say something positive about our club on a social networking site or personal blog. We just hand out some useful things to say, even with a little goofy talk to make the blogs sound authentic. I’ll send you an e-mail later with what I have in mind.” That night Derek received an e-mail from Kathy with four sample blog statements that staff members would be encouraged to get friends and family to send, as follows:
■ Followed my chiropractor’s advice about getting a personal trainer at Center City Athletic Club. Best health move I’ve made in a decade.
■ Luv those friendly folks @Center City Athletic Club. They treat me like a prince.
■ I’m shaping up really good at Center City. I will look dynamite by spring.
■ No day would be complete for me without my workout at Center City Athletic Club. The training equipment is great, and the trainers are even better.
After studying the four sample messages, Derek had some concerns. He thought, “I’m wondering whether this blog campaign idea could backfire. It seems a little hokey, and it would be embarrassing if we got caught. I’ll sleep on this idea and get back to Kathy tomorrow morning.”
1. What do you advise Derek, as the director of market and sales, to tell Kathy?
2. What ethical concerns do you have about the proposed blogs?
3. How effective do you think favorable comments on social networking sites and personal blogs would be in enhancing enrollment at the Center City Athletic Club?
4. How effective do you think “goofy talk” would be to help the blogs seem more authentic?
Outstanding Academic Writing Service
At MyMasterPapers.com, you are assured of professional essay writing help from the leading experts online. Quality comes at the forefront of our custom writing service to ensure that all our customers are satisfied with the work delivered. We value repeat customers. For this reason, we ensure that each task is completed to perfection for high scores.
Our hiring process is highly intensive. The writers are exposed to a strict selection procedure before hiring to ensure that we acquire the most qualified, well-educated and experienced writers. Our team of writers, professors, editors and researchers will ensure that you get incredible results.
We highly discourage plagiarism. For this reason, we have trained our writers in such a way that all the papers are written from scratch and are free from plagiarism. We also pay attention to ensure that each paper is completed as per the instructions provided. Referencing and citations are done as per the paper format selected by the customer. These include: APA, MLA, Chicago, Harvard, Turabian among others.
24/7 Customer Support
You can contact our support team via the chat window at the bottom right corner. Alternatively, feel free to email us via our support email: email@example.com. Our team is available 24/7 to respond to your queries and guide you though where need be.
Swift Delivery & 100% Money Back Guarantee
Simply choose the desired deadline when placing the order. The task is assigned to the most qualified writer as soon as the order is successfully placed. All the papers are delivered to you within the deadline selected. In case a paper cannot be delivered within the deadline selected, we request for a deadline extension within the shortest time possible.
Free Unlimited Revisions
Our customers can always request for a revision in case they feel that something needs to be added or changed after the final paper has been delivered. We do not charge for revisions. However, we highly discourage our customers from misusing this policy.
Try it now!
How it works?
Follow these simple steps to get your paper done
Place your order
Fill in the order form and provide all details of your assignment.
Proceed with the payment
Choose the payment system that suits you most.
Receive the final file
Once your paper is ready, we will email it to you.
Mymasterpapers.com specializes in custom essay writing for all level of students. Simply relax as we get your paper done within the timeline indicated.
Our team of skilled writers and researchers is readily available to get any type of academic paper completed. We deliver high quality papers and projects to our customers to ensure that we maintain a long-term relationship that will shine your academic career.
Admission Essays & Professional Writing
An admission essay allows you to express yourself by providing personal details that wouldn’t have fit on other areas of an application. We have a team of experienced writers who will get you to the desired academic level through a professional and a personalized admission essay.
Editing & proofreading
Are you seeking for editing or proofreading help? We have a team of editors who will ensure that any issue within you paper has been addressed. Upload the paper to be cleaned up and relax as we get the job done.
At mymasterpapers.com, you can always ask for revision in case you want some changes in you paper. We focus on ensuring that the grammar, research and formatting are done as per the latest academic writing standards.