Advertising Creative objections Creative objective and strategy statements serve three purposes 1. Continuity in advertising 2. Guidance and direction to the agency 3. A framework for evaluation Ex. Of creative objectives: A. to increase frequency of use or variety of use B. to attract new targets C. to encourage trial purchases Creative Strategy * Deals with how an advertised product appeals to its target market * Creative team must come up with the central theme or that
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Williams finds fault in the Utilitarian commitment to maximum utility in that it undermines the integrity of moral agents and denies people the projects and relationships they inherently value. Famously known as his “Integrity Objection”‚ this proposition is immediately very enticing in that it appeals to the idea of the invaluable and imperative nature of benevolence and compassion‚ versus the cold‚ impartial hand of Utilitarianism. That is not to say‚ however‚ that Utilitarians have been dealt a hefty
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Humans become Human? A Utilitarian Approach to Abortion The topic of abortion is possibly one of the more controversial topics in the bioethical world today. The major disputes regarding abortion occur over when‚ if at all‚ a foetus is considered a human being. Conversely‚ there is equal dispute over when exactly one could consider a foetus non-human‚ and whether or not that affects the morality of abortion as a whole. If we approach the topic of abortion through a utilitarian lens‚ the solution may
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Utilitarian and Hedonic Needs How Companies Attract Consumers of Utilitarian and Hedonic Products Melvin Johnson Professor Sersland MKTG 310 December 1‚ 2012 Abstract While it is fair to say we purchase goods because of their functionality and overall usage‚ we can also say we purchase goods simply because they make us feel good. This paper will demonstrate how two different companies use their websites to attract buyers of utilitarian products and hedonic
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John Mill’s Utilitarianism theory * All his theory focuses on is maximizing utility for the greatest number of people possible * Moral as long as it is the “best action” to maximize happiness for the greatest number‚ even if a single person has to sacrifice * BP’s oil spill throughout the Gulf of Mexico is exactly the opposite from Mill’s theory because it actually minimizes utility for everyone who is affected. The spill devastated coastal beaches and businesses that relied on tourism
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market refers to a somewhat mixed economy. In this economy‚ government intervention takes place even though the majority of the market is capitalist. This paper aims to explore the utilitarian argument of capitalism and discuss whether government intervention in an otherwise free market leads to inefficiencies on utilitarian grounds. Capitalism refers to a profit or market system (Shaw‚ 2008; Gray‚ 2011). In this system‚ economic activity is private and operates with the goal of making a profit
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Darwell’s objection to Utilitarianism states that it conflicts with moral common sense in three particular case studies. The first objection to Act Utilitarianism is “promise keeping.” Act utilitarianism is inconsistent with the moral conscious‚ because it forward looks considerations of what one would do. The consequences of not keeping the promise may be hard to determine whether it is right or wrong. One example of Darwell’s objection to Utilitarianism of “promise keeping” is keeping promises
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I think that Singers conclusion with the famine in India differs from the conclusion that a Utilitarian might reach with regards to the “The Truth about Torture” in several ways. The difference between torturing a terrorist to protect the masses is consistent with Utilitarian Theory. Although Singer’s conclusion does appear to deviate from Utilitarian Theory‚ it actually follows some utilitarian moral principles in the fact that human greed in the western world‚ which is immoral‚ appears to
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706694 Utilitarian and retributive theory of punishment Utilitarian Theorists believe that punishment should be developed based on what is best for the public as a whole. Utilitarian theorists are forward looking as opposed to retribution theorists. The goal of utilitarian theorists is to prevent a crime from happening again. In a general sense this means that the punishment for a certain crime needs to be great than the possible reward for committing the crime. A utilitarian theorist believes
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There are two general theories of punishment: utilitarian and retributive. In the utilitarian theory of punishment‚ punishment is sought to discourage future occurrences of crime‚ while in the retributive theory‚ punishment is handed out because the offender deserves to be punished. Laws are used under the utilitarian philosophy specifically to maximize the overall peace of society. Because crimes and the punishment that follows are both adversaries to that peace‚ they should be kept to a minimum
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