Airlines like money and it turns out that the best way for airlines to make money is to ensure that there are as few empty seats on a plane as possible.
When a person doesn’t show up for a flight, the seat is left empty and an empty seat is a lost opportunity for revenue. As a result of this conundrum, airlines employ fancy statisticians to figure out how many seats the airline needs to overbook just to make up for the no-shows.
Unfortunately, those statisticians aren’t fortune tellers and sometimes (okay, a lot of times), their figures are off. When the figures are off, it’s still a better deal for the airline to give you a $300 travel voucher than it is to risk letting a seat fly empty.
So, how can you cash in on all of this free travel? Here are seven tips to releasing your inner free-travel royalty:
Show up Early
This may sound like a no-brainer, but the early bird gets the worm. Arrive at the gate at least an hour and fifteen minutes before your scheduled departure and ask the gate agent if he needs volunteers. If he isn’t sure, give him your name just in case. This doesn’t commit you to volunteering, but it might get you first dibs on those choice ticket vouchers.
Choose Your Flights Carefully
If you really want to scope out the overbooked flights, check out AOW (Airlines of the Web). Search for your flight of choice and then take a look at the string of numbers and letters on the side. Those letters refer to the class (first, business, coach, etc.) from highest to lowest and the numbers refer to the number of remaining seats in the corresponding class. Keep in mind that the highest possible number is nine, so if the number listed is nine, the real figure could be much higher. Ideally, you want to find a flight with zeros (or close to zero) all the way across.
Mornings are better than evenings—airlines are more likely to overbook these early flights, knowing that they have a better chance of delaying passengers to a later flight. Holidays, Saturday mornings, and Sunday evenings are good bets, too. Similarly, popular destinations are goldmines for the flexible traveler. Las Vegas, Hawaii, and major business travel hubs like New York, Minneapolis, and Chicago are common sites of overbookings.
Be Flexible
Whenever possible, try to let your travel day be a travel day and avoid scheduling meetings or sightseeing trips for your first day in town. This is good advice for lowering your blood pressure on a hectic trip and it’s good advice that can allow you the time for getting bumped.
Travel Light
Sometimes finding volunteers is like pulling teeth, but if the competition is fierce, airlines tend to prefer volunteers who don’t have checked baggage. On a similar note, one of the few downsides to getting bumped is the extra opportunity for the airline to lose your checked luggage. Try to stick to carry-on bags. If you can leave the turbo deluxe hair dryer and extra set of golf clubs at home, do so.
Be Prepared
Before setting foot in the airport, decide how late you are willing to be delayed and the lowest dollar amount you’re willing to take. Similarly, if you’re traveling with a party, decide who will take the later flight if there aren’t enough seats for everyone. Are you willing to be split up? Overnight? For how much money? Once the agent makes an offer, you will need to be ready with an answer or she might just take the next volunteer.
If possible, you should consult the flight schedule so that you can make suggestions to the agent of later flights and even alternate destinations that you prefer. I flew to New York recently to visit friends and was scheduled to arrive in Newark and then take a train into the city. When I was “bumped” the gate agent switched me to a later flight that flew directly to La Guardia, landing me in Manhattan half an hour sooner than originally scheduled.
Take the Travel Voucher
A free roundtrip ticket sounds like a good deal, but the travel voucher is totally the way to go. The roundtrip ticket is usually subject to blackout dates and all sorts of other restrictions which greatly limit when and where you can fly. Additionally, free roundtrip tickets are usually exempt from earning frequent flier miles. Travel vouchers, on the other hand, can be used just about any time, anywhere, and the flights you purchase usually earn miles.
Get What You Deserve
After making your deal, hang around within earshot of the gate (if you don’t have to run to make your next flight). If you hear another traveler negotiate a better deal, wait until the gate agent is finished and politely request to be offered the same terms. She doesn’t have to say yes, but it rarely hurts to ask.
On a similar note, realize that you are often entitled to extras. If you have a long wait in the airport, ask for a meal voucher, and a calling card. If you’re staying overnight, make sure that the airline is paying for your hotel and offering a shuttle to and from the airport. Request an upgrade to first class on your later flight and request a day pass to the airline’s club lounge (where you will often find free drinks, snacks, Wi-Fi, and sometimes even showers), particularly if your delay is long and inconvenient, such as an overnight stay, a different arrival airport, or an extra connecting flight.
The airline is often desperate and you’re in a good position to bargain, but remember that there are often other volunteers who are happy to take your place, so be courteous in your requests. As the saying goes … you’ll catch more flights with honey than with vinegar.
A Final Tip ...
It’s not uncommon to score multiple travel vouchers on a single trip. This can be a blessing or a curse, depending on your level of flexibility. If you’d like to keep your delays to a minimum, ask the gate agent to confirm your seat reservation on your later flight. If your later flight is delayed or canceled, ask to see a copy of the airline’s contract of carriage to determine your rights in the case of an Involuntary Denied Boarding (IDB). The U.S. Department of Transportation requires that a copy of the contract of carriage be made available to passengers at the airline ticket counter.
You may have heard of Rule 240, which originally required airlines facing delays to transfer you to another carrier if another flight with available seats could get you to your destination sooner. This rule is no longer in effect, but many airlines make similar promises to their customers and, if your airline makes such a promise, you should know about it. Good luck and happy (free) travels! :)
Minggu, 11 Juli 2010
Eight Tips for Scoring Free Airline Travel Vouchers
Best Career for Your Zodiac Sign
Aries
Aries is the youngest sign in the zodiac. There is a reason the sign is represented by a ram—Aries are strong (and strong-willed), vibrant, enthusiastic, and competitive. They thrive in commission-based jobs, especially if there is a bonus involved. Due to their bravery (and their impulsivity), they are the heroes of our lives—the police officers and firefighters. They are excellent promoters and may find the world of advertising and public relations appeals to their outgoing nature. Best jobs: entrepreneur, soldier, rescue worker; work well in the fields of government and politics, television, and recreation.
Taurus
One of the things a Taurus enjoys most is stability. They will work very hard for certain guarantees—good benefits, vacation time, salary, job security. Determined, patient, honest, and methodical, they are excellent team members and extremely dependable. Taurians have a fondness for beautiful things and love working with flowers, food, jewelry, and luxury items. They are also known for their clear, strong voices and do well as an announcer, public speaker, or receptionist. Best jobs: accountant, educator, engineer, lawyer, designer, landscaper, chef.
Gemini
Want to make a Gemini happy? Give her plenty to do and make it intellectually stimulating. Remember that Geminis are twins, which means you have to engage two people, so they need to have a lot going on and like fast-paced, pressured environments. They won’t survive long doing tedious or repetitive work. Jobs that require travel are perfect, as are jobs that require social networking. Geminis are optimistic and full of energy—they should be encouraged to let go and express themselves rather than be confined to traditional rules. Best jobs: stockbroker, switchboard operator, technical support, teacher, architect, machine operator, rescue worker.
Cancer
Cancer is the mother of the zodiac (Capricorn is the father), so these sensitive types do well in jobs that require nurturing or taking care of things. However, this isn’t just about working with children or puppies; Cancerians make excellent executives, much like a multi-tasking mom who’s in charge. Cancerians give great advice and are very protective. They handle responsibility with ease and are imaginative problem solvers. Best jobs: gardener, social worker, childcare, human resources, lawyer, teacher, CEO, soldier.
Leo
Nothing like a mighty lion to lead your company into success and high profits. Fearless, inspiring, and independent, Leos work best when they are in the spotlight and love jobs that bring status and power. They can be high-maintenance and disruptive to a team environment, but their charm usually wins everyone over in the end. Not to be micro-managed, Leos possess spontaneity and ingenuity and do well when encouraged to lead instead of follow. Best jobs: CEO, performer, tour guide, real estate agent, interior decorator, fashion designer, government, saleperson.
Virgo
Virgos are known for their perfectionism and do very well in detailed-oriented professions. They remember things, excel at abstract thinking, and are very tidy and neat. Many Virgos do well in service-type jobs—you would be very happy with a Virgo manicurist or server (plus Virgos tend to make more money when working for tips). Writing, research, and statistics come easy to the meticulous Virgo brain. They are also easy to get along with as they are generally very cheerful. Many Virgos have a knack for languages. Best jobs: editor/writer, teacher, critic, technician, translator, detective, statistician.
Libra
Libras—what would we do without them? They are good-looking and charming, gracious and entertaining. Their cooperative nature makes them excellent ambassadors and team leaders. If you ever have to deal with customer service over the phone, it will go much smoother if the operator is a Libra. More so than any sign, Libras are people people. They are not the type to slave away in some dark room; they thrive in buzzing, social environments. Many Libras gravitate toward the arts and will most likely be the lead singer of a band, interacting with the audience, rather than a brooding songwriter. Best jobs: diplomat, dancer, salesperson, host, negotiator, travel agent, supervisor.
Scorpio
Intense—that’s what they are. Need a bomb diffused? How about complicated brain surgery? Trust me, you want a Scorpio for the job. Scorpios are able to block out distractions, concentrate, and focus like a laser beam. They are curious and are often drawn to mysteries—you would never want to be cross-examined or interrogated by a Scoripo for they are not only intimidating, but also very intuitive. Scorpios are also drawn to the abnormal and they like to know what makes things tick. (Think Fox Mulder on The X-Files.) Just don’t hover around them—they need their independence and their employer’s trust. Best jobs: detective, lawyer, educator, scientist, surgeon, physicist.
Sagittarius
Sagittarians are ethical, full of energy, and rather philosophical. They are excellent decision-makers and make fair and easygoing bosses. Many Sagittarians are spiritual, which can translate well into careers involving the environment, animals, and counseling, as well as religion. They also love to travel and be outdoors. Outgoing and fun-loving, they are likable and witty coworkers who can defuse tense situations with humor and tact. They will not be tied down or bothered with the little details. Routine kills their spirit. Best jobs: minister, animal trainer, editor, public relations, coach, and anything having to do with travel.
Capricorn
Capricorns are very ambitious and need challenges to be happy. Just like the mountain goat climbs on the tiniest crags to get to the top, Capricorns are determined and persistent—they will do what whatever it takes. Most are responsible and conscientious; many enjoy power. They run a tight ship—they will enforce rules and keep everyone on schedule. If you need something done right (and to exact standards), look no further than a Capricorn. They also tend to be workaholics. Best jobs: manager, administrator, editor, banker, IT, and anything science-related.
Aquarius
The quality that sets Aquarians apart from everyone else is their humanitarian nature (it’s also why they are flighty in matters of the heart, but that’s another story). They love to explore avant-garde ideas and have a curious and adventurous nature. They are the most likely to have an unconventional job, maybe even one of their making. They will rebel against corporate environments, needing freedom of thought and movement. They will not be satisfied doing things the same way they have always been done. If you need a fresh approach, an Aquarius will not let you down. Best jobs: scientist (if they can explore new theories), inventor, organic farmer, aviator, designer, musician.
Pisces
Pisces is the oldest sign in the zodiac and many Pisceans have that “old soul” feel about them. The key words here are creative and passionate. They excel in the traditional arts (music, dance, photography). Pisceans are also highly intuitive. If your stylist is a Pisces, she will not only give you a modern and unique haircut; she will also give you the haircut that fits you best. Many astrologers and tarot practitioners are Pisces. Their intuition also helps in fields that require compassion. Best jobs: artist, nurse, physical therapist, philanthropist, veterinarian, psychologist.
Can Blood Type Determine Your Personality?
What Your Blood Type Says About Your Personality Type O Type A Type B Type AB
You are the social butterflies. Often popular and self-confident, you are very creative and always seem to be the center of attention. You make a good impression on people and you’re often quite attractive. Organized and determined, your stubbornness will help you reach your goals. You make good leaders. Lovewise, O is most compatible with O and AB. Common career choices: banker, politician, gambler, minister, investment broker, and pro athlete.
Type As may seem calm on the outside, but inside, you’re filled with anxiety and worry. You’re perfectionists and often shy and sensitive. Usually introverted, you’re stable and thoughtful. You make good listeners and are sensitive to color and your surroundings. You like to be fashionable and are up on the latest trends, but never flashy or gaudy. You like romantic settings and often shun reality for fantasy worlds. A is most compatible with A and AB in the love department. Common career choices: accountant, librarian, economist, writer, computer programmer, and gossip columnist.
You can be very goal-oriented and often complete the ambitious tasks set before you. Outgoing and very charming, you’re good at reading people and providing support. Though critical of appearance (but not your own), you aren’t picky and are unlikely to dwell over the little things. Type Bs are impulsive individualists who often create their own path in life. You are very strong and optimistic. B is most compatible with B and AB lovers. Common career choices: cook, hairdresser, military leader, talk show host, and journalist.
Not surprisingly, ABs can be quite dualistic, possessing both A and B traits. You may be shy and outgoing, and hesitant and confident. You often stand out from others, don’t like labels, and are nice and easy going. You are logical and determined to do things correctly. Usually trustworthy, you like to help others. You often speak in a serious manner. Your patience, concentration, and intelligence are admirable. AB can find a soul mate with any other blood type. Common career choices: bartender, lawyer, teacher, sales representative, and social worker.
The Numerology of Names
There is a reason why you have your name and it’s not because it sounded classy in the gossip pages of the New York Post (which is where my mom found my name). Your birth name paired with numerology can enlighten you on what motivates you in life, what warrants your true expression, and the lasting impression you leave on others when you exit a room.
It started with Pythagoras, the Greek mathematician who invented the a2 + b2 = c2 Pythagorean Theorem, the only equation I remember from eleventh grade geometry. In 6th century BCE, Pythagoras combined mysticism with mathematics to construct a quotient about the future of one’s life. He coined it Pythagorean numerology and used numbers assigned to the letters in one’s full name (as well as using the numbers in one’s date of birth). The numerology determined what innate abilities one was given at birth to determine what might happen late in life, and it has become the source for modern numerology today.
How Numerology Works
When working with a name, numbers have corresponding letters. The numbers are added up and broken down into single digits in order to give you your final Destiny Number.
The Number Assignments
1= A, J, S
2= B, K, T
3= C, L, U
4= D, M, V
5= E, N, W
6= F, O, X
7= G, P, Y
8= H, Q, Z
9= I, R
How to Find Your Destiny Number
Write down your full name (first, middle, and last). This is the name you were given at birth—not your married name, etc.
Using the table above, write down the number matched to each letter in each name (i.e. AMANDA = 1, 4, 1, 5, 4, 1).
Add the numbers together for each name (i.e. 1+4+1+5+4+1= 16).
You will most likely get a double digit for each name; break down each double digit number you get by adding the first and second digit to get one number (i.e. from the 16 above, add together 1+6 to get 7, which is the number for my first name).
Add up the final numbers you get from each name (i.e. my middle name number is 8 and my last name number is 10, so 7+8+10 = 25).
Once again, break down any double-digit numbers into one digit to get your final Destiny Number (i.e. from the 25 above, add together 2+5 to get 7, which is my final Destiny Number).
In numerology, the basic vibrations are numbers 1 through 9, but the numbers 11 and 22 are master numbers and should not be reduced to a single digit since these are master vibrations.
There are plenty of books and Web sites that will give you a thorough analysis of your Destiny Number, but here’s a basic rundown on what your Destiny Number means for you:
1 is determined, autonomous, and self-reliant
2 is loyal, tactful, and analytical
3 is passionate, positive, and fun-loving
4 is sensible, traditional, and serious
5 is bold, temperamental, and sensual
6 is responsible, cautious, and domestic
7 is spiritual, unconventional, and somewhat reclusive
8 is money-oriented, assured, and authoritative
9 is versatile, compassionate, and worldly
11 is enlightened, deep, and high-strung
22 is ambitious, a global planner, and motivated
I looked further into my 7, and found this interpretation through About Numerology.
“A Destiny number of 7 means you will find fulfillment through teaching others. By pursuing an ongoing quest for knowledge and then sharing your findings with your fellow man ... be it through teaching, writing or some other means ... you will bring joy into your own life. By following your destiny, your life should be an interesting life, one full of the exploration of science, mysteries, the occult, or other fascinating fields.”
When I think about the Marcellina Ringo Ringo in me that I know, the explanation above sums me right up. Perhaps there’s more to numbers than I originally thought.
Naked Dream
Where'd My Clothes Go? What Naked Dreams Mean?
Imagine you’re standing in line to order your morning coffee. Several people are in line behind you. As you reach in your wallet to retrieve money to pay, something stops you. Suddenly, you feel a breeze on your skin, you look down, and—you’re stark naked!
Most people have experienced the “naked dream,” and it can have a variety of meanings. The real question is: What do you feel when you discover you’re naked? Shame? Insecurity? Freedom? Your emotional response, not the nudity itself, usually holds the key to your subconscious.
If you feel shame, you might be experiencing latent feelings of guilt. Perhaps you’re hiding something and are fearful others can see right through you. Being naked leaves you feeling exposed and defenseless, especially if you’re nude in a public place. If you suddenly find yourself naked in a large crowd—at a mall, in a meeting, at a baseball game—it can symbolize your fear of rejection.
Usually, feelings of shame or fear of exposure pop up when you’re being overly critical of yourself and your abilities. So forgive yourself and your foibles—they’re not as bad as you imagine them to be.
If you feel insecure, you’re most likely scared of being vulnerable. Nudity in dreams symbolizes vulnerability in your waking life and can be a metaphor for drastic changes—a new relationship, a new job, a death in your family—that has altered the status quo of your life. Embrace the change, for better or for worse. Find friends and family in whom you can confide your fears. Being vulnerable is not always bad, especially if you have a support circle behind you.
If you feel free, you’re generally proud of your life and have nothing to hide. Feeling happy while naked can indicate honesty and a trusting, carefree sense of life. It can also symbolize a return to innocence. You may feel like a child again, especially a child’s openness to the world and joy toward life. If so, congratulations!
Jumat, 25 Desember 2009
Counterfeit Brands
Knock-offs of luxury fashion brand accessories, like purses, make up just a fraction of the counterfeit trade industry but they are among the most prominent offenses. Louis Vuitton, Gucci, Kate Spade, Christian Dior and Burberry are just some of the big-name (and big-price) brands that are relentlessly knocked off. The replicated accessories go beyond just purses to include wallets, sunglasses, scarves and more.
There’s a lot of profit in counterfeiting. Knock-offs in the US are priced one-sixth to one-eighth of the retail value of an authentic product. When a simple wool Burberry scarf retails for US$ 200, a Christian Dior belt can bring in US$ 400 and big-brand purses, like Louis Vuitton, can sell for over US$ 1000, it’s easy to see how merchants can make ten times their manufacturing costs for mass-produced counterfeit goods.
It seems silly to get worked up over fashion fakes when there are knock-offs that can cause physical harm, even death, when dealing in fake pharmaceuticals or counterfeit automotive parts. Why even worry about the superficial world of the knock-off fashion industry? Is there any real harm in letting someone a little short of cash get the Louis purse they’ve always dreamed about?
According to Ellen Goldstein, chairperson of the accessories design department at the Fashion Institute of Technology in New York City, fakes do harm the real brand. “It hurts the worth of the brand terribly; it cheapens the brand,” she says.
Goldstein goes on to explain, “People assume that this is a form of flattery, but the brands don’t. It’s stealing and it cuts back on authentic brands’ sales considerably.”
Tim Trainer, president of the International AntiCounterfeiting Coalition in Washington DC dismisses the theory that knock-off brands offer a type of free advertising and promotion for legitimate brands. “Counterfeiters trade off the backs of legitimate brands. They let the real brands pay for the marketing, advertising, develop the designs, and then they profit off of it.”
There’s no question that ripping off a fashion design is a crime, but busts like the one in Florida are rare. If the consequences of knock-offs are so severe for the real brands, why isn’t more being done to crackdown on this growing problem? In fact, if anything counterfeiting appears to be more prevalent than ever.
One used to have to shop big cities to find knock-offs. Now purse parties are replacing Tupperware parties, the web is saturated with sites dealing in fakes, store-fronts in strip malls advertise “imposter goods,” and most county fairs have booths loaded with knock-off goods. The brands being knocked off are, in most cases, multi-million dollar brands so the question remains why aren’t they doing more to protect their products?
“Brands do fight to protect themselves, but it’s a very long and arduous process,” says Goldstein. “Coach went through it and won, but it was a very long process.”
A process that in the end, just might not be worth it. Even if these brands have the money to spend in legal fees, it is a strenuous, drawn out course of action.
Instead brands like Kate Spade and Louis Vuitton tend to take matters into their own hands first by hiring private investigators to find where knock-offs of their brands are being sold. Convincing authorities to step-in is tough; they’re off fighting “real” crimes. So a typical next step is to have the brand’s lawyer send a threatening letter in hopes that it will scare merchants into shutting down shop or canceling their next purse party. Sometimes the threat is enough, sometimes it’s ignored or merchants just lie low for a while. After this, it’s a matter of trying to convince authorities to step in.
Then there’s the chance -- a good chance -- that authentic brands may not win over knock-offs in court. There are intricate details that go into brand protection and fashion design. Unlike other products, copyright protection is denied to fashion designs under the US Copyright Act. Trademarks are available to designs, but it’s a fine line between an actual counterfeit and a “creative interpretation.”
For instance, it’s still possible to find knock-offs of Coach’s popular demi bag despite the company’s fight; the fakes replace the trademarked Cs, adorning the small canvas bags, with Gs. The same goes for Burberry; although the company makes its stance about the trademarked plaid quite clear in communication materials, replicas of Burberry purses and scarves using variations of the colors are popular knock-off items. Even when legitimate brands win, punishment is usually only as harsh as a slap on the wrist.
On top of all this, while brands are putting forth all of this effort and money, the designs they are fighting to protect are already out of style, replaced by new ones.
What’s worse is that as the industry advances, so does the technology used to make the imitations. Goldstein speculates that counterfeiters attain authentic looks by purchasing the real purse, wallet or scarf and copy it detail for detail. “There are knock-offs now where you cannot tell the difference between the fake and the real,” she says.
Those mirror-image replicas mean more sales, even to consumers with distinguishing tastes. Anyone is up for saving money.
If there is a bright side to this whole dilemma, it’s that law enforcement is starting to become more involved in cracking down on the knock-off industry. That’s because counterfeiting fashion brands has a more serious consequence than just stealing legitimate brands’ designs.
“Consumers pay street prices for knock-offs and think they are just pulling one over on legitimate brands…. Narcotics, prostitution, weapons; [the money they spend] could be going to all those things,” explains Trainer.
Trainer says consumers need to step back and think of where the money they spend on knock-offs could be going. Just as selling knock-offs is a crime, a connection is drawn between counterfeit goods and funding for other crimes involving drugs and weapons. Now law enforcement is worried about a link between counterfeit goods and terrorism, which means since September 11, authorities have stepped up their pursuit of those knocking off fashion brands.
As Trainer explained, law enforcement is not so much concerned with brand protection, as it is looking at trade in fake luxury brand names and logos that can bring in enough money to fund crime (which was the case in the Florida purse party where law enforcement seized over US$ 40,000 in knock-offs). “There’s interest from authorities,” says Trainer. “But they are only interested in finding large quantities [that are funding crime] -- the major distribution centers. Knock-offs are coming from large, sophisticated distribution centers.”
Pinpointing the centers is only a guess, but many US sold fakes are suspected to come from Asia, primarily China, Thailand and South Korea.
Although the whole issue may first appear to be a simple yet rampant case of copycatting, in fact it demonstrates that there is a real need for stricter protection laws of luxury fashion brands, enforcement of those laws, and harsher punishments for merchants and makers of counterfeit goods. But as far as knocking out counterfeiting completely, Trainer says like other crime, it’ll never be gone and brands need to view counterfeit products just like any other competition.
Indeed FIT’s Goldstein agrees: “Counterfeiting will always exist. It’s the subculture of the fashion industry.”
Jumat, 27 November 2009
McDonald's Corporation "Are We Still Lovin' It?"
Corresponding by email, brand consultant Martin Lindstrom feels the new management can succeed. “Yes, [Cantalupo] has the talent required to do this, so does Charlie Bell (COO) and Larry Light (CMO), they are a very tight team, good friends, and old timers in the industry, [which is] required to turn around such an enormous company,” writes Lindstrom. “However, they only have one chance left to do this before shareholders lose patience.”
As expected, Light is throwing himself into the challenge. This past spring, The New York Times reported that he was to preside over a marketing pow-wow made up of advertising, marketing and creative managers. The focus of the meeting was to discuss various ideas for original marketing and advertising campaigns that would jump-start fervor in the brand. Shortly thereafter, the current “I’m lovin’ it” campaign was born.
“McDonald’s is not only a retail food brand,” says Light. “It is a brand that represents the art of marketing.” That rather grand suggestion is not without merit. Even though the corporation faces major challenges, McDonald’s past brand campaigns have produced acclaimed sales profits in a variety of franchised stores and set the stage for other fast food retail brands. Who can forget: “Two-all-beef-patties-special-sauce-lettuce-cheese-pickles-onions-on-a-sesame-seed-bun”? Or the simple but compelling: “You Deserve A Break Today”?
Roger Hurni, co-partner in the advertising firm Off Madison Ave, discusses this by email: “Actually, the reason they find themselves in their current situation isn’t because of improper planning of brand strategies, but rather improper planning of a product mix and the inability to adapt [the] brand image of that mix to an evolving marketplace.”
On the anti-globalization front, the question of whether or not McDonald’s is being unfairly targeted because of its global visibility is not one that enters Light’s mind. He is far too busy with the strategic solution to accept social responsibility and make an effort to develop creative ventures to support it.
“[T]he brand can survive,” concludes Lindstrom. “Just as Microsoft managed to turn its organization 180 degrees when realizing that they [had] lost the Internet boat. Just as adidas turned its organization 180 degrees, and as a result, turned into a serious competitor to Nike. And just as Apple did with [the] return of Steve Jobs. However, common for all the above is a serious change in management, and in fact, this is exactly what has happened at McDonald’s with three new positions: replacing the CEO, the COO, and the CMO in just two years. So I actually believe the organization can change -- not overnight, but over a year or two.”
Marketing to the Affluent Class
- Affluent customers want to be distinguished from the crowd: They only want to be seen at certain places, using only certain brands. Not just that, they want to be a step ahead of the crowd and look up to brands to identify the key trends for them and help them access/buy these products before anyone else. Fashion shows are an attempt by luxury & fashion brands to define what’s next and help the customers access it.
- They seek exclusivity: Exclusivity is a big hit with these customers and therefore ‘limited editions’ or ‘only for select audience’ are tactics that certain luxury brands use for their brand extensions. They want access to the most exclusive brands and finest quality and have a passionate desire for the best things in life. In fact snob consumers perceive price as an indicator of exclusivity, and avoid using popular brands. A separate store entrance, exclusive areas, different branding, very fine décor and ambience, differently dressed personnel servicing them can be used to provide this sense of exclusivity.
- They want to feel unique and special: Personalization of products and services helps to provide these benefits. Brands need to recognize this hidden desire and offer them products that help them achieve it. In the luxury market, high service levels are a given. They key to success is to get customer loyalty through providing a personalized/individualized experience.
- They seek convenience: Affluent customers value their time as much as their money, making convenience fundamental to success in this market.
- They are willing to pay a premium: They want the best quality, exclusivity, satisfaction and outstanding customer service. Brands that wish to target affluent customers will have to upgrade the quality/caliber of every person who represents them in the market or has any level of interaction with the customer.
- High involvement buying behavior: Marketing to affluent customers generally involves selling high-ticket-size items where the degree of engagement with the client also needs to be high, as most times these purchases are a reflection of the person’s self-concept and have strong self-expressive benefits. Making buying an experience in itself is the key here, something done well by brands like Neiman Marcus.
How can brands target these customers:
One point of essence is that it’s extremely important for the brand to have a clear positioning and the right image in the minds of the customers. Tag Heuer, Rolex, Cartier are all luxury brands but they have different positionings. Consistency in communication efforts plays an important role here and strong brands usually are protagonists for something that is of value to the customers. Celebrity endorsements or as brand ambassadors is also used by some brands like Armani, L’Oreal, Swarovski with good effect.
Though there cannot be a one-size-fits-all kind of an approach to reach out to affluent customers, ones that could be used are:
- Direct Mail: Enormous efforts and thinking needs to go in selecting the correct list. Equally important is the aspect of creating the mailer—the headline, copy, visual etc. and above all, the offer (don’t talk price, talk value).
- Endorsed mails: Mailers from brands whose services / products that they already use makes the maximum impact in terms of the communication being read and carrying the right kind of associations. It also takes away the apprehensions of these customers of being on unsolicited mailing lists, which only harms the brand.
- Referrals: Referrals from existing customers willing to share details of people they know who would be interested is the most tried and tested method of getting access to new clients. These customers may not mind their name being used to make contact with the reference (one needs to take permission) and at times act as your best ambassadors. The phenomenon of word-of-mouth can be very effectively used as a marketing tool here and the brand has to proactively manage it.
- Pull marketing: Show them benefits of your offering and tell them how you can create value for them by giving them convenience, personalized attention, exclusivity etc. Let them have a taste of it with no strings attached by inviting them to your events, launch parties etc. The idea is to make them aware of the need and giving selling a more consultative approach.
Happy marketing! :)
Selasa, 17 November 2009
Big Brand On Campus
Methods and tactics vary, but to succeed in breaking through the cacophony of competing voices in the collegiate environment, brand-marketing executives are applying these six principles:
Take it seriously: Capturing the college consumer requires a commitment that more brands are willing to make because they realize the short-term benefits, such as the chance to fuel a buzz about an innovative new product as well as the long-term benefits, which often revolve around trying to win customers for life.
While researching the market for its just-introduced Element SUV, for example, Honda Motor Co. visited fraternity houses at the University of Southern California, the University of Washington and three other campuses to convene informal focus groups. Honda engineers and designers shared sketches of the vehicle with fraternity members over beer and pizza and the fraternity received donations in return for its members' input. Honda asked fraternity leaders to invite only "people who were articulate and opinion leaders, and by default many of them were business majors," says Aziz Ucmakli, an advanced product planning analyst for Torrance, California-based Honda R&D. "We were hoping to get a better understanding of how the car might fit into their lifestyle."
Honda was so pleased with the results, Ucmakli says, that it later conducted a second round of discussions with the same fraternity groups, this time bringing with them more refined drawings. "We wanted to ascertain whether we had understood them correctly the first time," he says. "We were pretty surprised by their marketing and industry savvy." The students' feedback figured in the final configuration of the Element, and the exercise helped seed interest in the vehicle, at least on those five campuses.
For Bible publisher Harper Collins/Zondervan, the college campus represents perhaps the single most important market for its one-year-old translation of the New Testament, called Today's New International Version (TNIV). The twist behind the TNIV is that it's a gender-neutral translation of a decades-old Bible, the New International Version, which is the favorite of conservative Protestants across North America. Many prominent evangelical leaders actually have come out against the TNIV, but Zondervan is hoping to do an end-run around them by popularizing the book on campuses.
"We're targeting key gatekeepers such as the leaders of local chapters of campus Bible studies and parachurch organizations," says Chris Doornbos, executive vice president of sales and marketing for Grand Rapids, Michigan-based Zondervan. "Many of them are working their way through it even now and loving what they're seeing. And their opinions will be crucial in gaining acceptance for the TNIV going forward" among the Generation Y Christians who will be crucial to the ultimate success of the translation.
Become part of their lives: Experts say that college students bond best with brands that extend themselves beyond conventional marketing tactics to attempt to appeal to them in some broader or deeper way. "The way to get loyalty isn't through just sampling or postering but to show some kind of connection to your audience," says Kevin Colleran, the 21-year-old president and co-CEO of a startup called BlabberForce Enterprises Inc., who consults with companies on college marketing.
College Television Network (CTN), for example, has 6,500 television monitors on 800 campuses nationwide, which broadcast a proprietary mix of information, entertainment and features specifically related to each campus. It's supported by advertisers including ESPN, the History Channel and other cable providers, Nintendo and other video game makers, and cosmetics brands such as Clairol. New York City-based CTN includes a large service component, such as a show called Paydirt, which presents career advice from alumni who've been out in the working world for several years.
Harness the power of music: More than ever, it's the common denominator of the college experience and many, many brands look for ways to take advantage of it.
The angle is obvious for MTV, and the Viacom cable channel doesn’t squander the opportunity. This spring will be the fifth year that MTV has deployed some kind of mobile promotional campaign. The initiative in spring 2002, called the Campus Invasion 2K2 Interactive Music Expo, traveled to 20 universities around the nation. It included a "music playground" where students could jam along with their favorite music tracks, add instruments and vocals, perform onstage and then take home a custom CD and picture of their performance. Students also had the opportunity to have a virtual "audition" with Ozzy Osbourne and there were stations where they could experience the latest in music-listening technology.
"The biggest challenge we had was coming up with something that was really new and different that would enhance and extend MTV's relationship with students," says Jane Hawley, an executive of Jack Morton Worldwide, the New York City-based creative agency that handled the mobile tour for MTV. "Music is still a big part of their world, so every element we created was driven by some kind of music."
Other brands aren't hesitating to appropriate the power of music either. Volkswagen of America, for example, conducted a one-month promotion in the fall of 2002 that was highlighted by on-campus concerts by Rusted Root, warmed up by a local band that had won the privilege by besting other local bands in a submission of demo tapes to VW. "We've always had an association with hip, cool music, and this keeps the face of VW tied to it," says Heidi Korte, manager of promotions and sponsorships for the Auburn Hills, Michigan-based auto company.
Offer unique experiences: Music is only one way for marketers to provide memorable cameos that college students often will associate positively with a brand. CTN's Music Binge Tour includes a shower, suggestively called the Organic Experience, that is sponsored by Clairol for its Herbal Essence shampoo, whose past TV commercials have featured sex therapist Dr. Ruth. Playboy has sponsored an online video game tournament among college players for US$ 1,000. Volkswagen events have included a game called "Find Your Twin and Win" in which students must find their peer somewhere on campus who has the number that matches their own.
"Finals are a big reason for stress and therefore cold-sore outbreaks on campus," explains Dana Weidaw, senior account executive for the Scottsdale, Arizona-based agency, Lavidge & Baumayr. "This was a chance to wrap the brand in an experience that helped associate a good emotion with it."
Recognize where you are: Colleran, a student at Babson College in Wellesley, MA, stresses that brand marketers must understand that every college campus is a bit different from the rest, with its own personality, and shape a campaign to account for those differences. Another major imperative for marketers is to acknowledge that a college or university is an autonomously governed environment that isn't the same as the "open society" off-campus.
"We're very mindful of relationships with schools and with the fact that we're there by invitation," says CTN's Brown. "For instance, we're not going to put someone on our music tour who could be very controversial and we try to keep admission fees low. We use a strategy of holding hands with the school."
Colleges will often try to make sure that a physical exhibit, for example, fits into a given area or onto a given space reserved on campus for marketing efforts. Administration may reserve on-campus marketing campaigns to specific days of the week, or they may require marketers to partner with local food vendors or a school publication.
"You must have a template but it has to be flexible," says Ranie Vernon, a public relations executive who manages some of the campus-marketing activities for Sprint PCS.
Deploy peers: The most effective on-campus marketers, brand owners say, are people who seem like college students. That's why Sprint PCS's "field-marketing" team is mostly 20-somethings who visit campuses during class registrations and other important moments and wander an area in front of a student union or other landmark hawking the mobile-phone service. "Kids shy away from salespeople who are much older than them or who don't look like them or talk like them," says Vernon, who is with Greenville, South Carolina-based Leslie Agency, a marketing communications firm.
And while it's easier to control like-aged outsiders who rep on campus, Colleran says, "It's just too difficult for them to connect with kids." Thus, more marketers that are serious about on-campus customers are establishing their own networks of "campus reps" – especially brands that can attract students to represent them without much financial compensation, just by rubbing off some cool on them. Sony Music, Red Bull energy drinks and Playboy have three of the most robust networks of campus reps nationwide.
Playboy Publishing, for example, is now aiming to expand its staff of campus reps to about 200 this year from a corps of about 150 last year and about 100 when it launched the program five years ago. (The New York City-based company says 15 percent of the representatives are women.) To eliminate hangers-on, Playboy requires applicants to have a 3.0 grade point average and a resume that includes extracurricular activities such as serving as the social chairperson for a fraternity or sorority.
The reps usually work an average of one or two hours a week for little recompense other than Playboy-branded apparel, says Lisa Natale, senior vice president and marketing director for Playboy Publishing. During a big on-campus campaign, each rep might be working several hours a week and also collect, say, US$ 200 for their efforts. "They don't get compensated much monetarily," Natale says. "Just being part of the Playboy brand is exciting for them."
Playboy reps' duties still center around throwing parties for the brand and, as was done during the Sony festival, scouting campus locations for promotions, placing ads in the college newspaper and on the campus radio station, and helping to run the event. But in these leaner times, Natale says, Playboy also has begun to use its campus reps more for helping build databases of fans of the brand and potential subscribers. Initially each rep, for example, must provide to Playboy information about 50 individuals who will volunteer to receive the company's email newsletters as well as online coupons for Playboy merchandise.
"Reps are very receptive to this new requirement because they've opted in to become part of the database network themselves," Natale says. "It's fun and very glamorous." Which is exactly the light that will positively reflect on your brand.
Strategi Menciptakan Merk
Namun, kecocokan tentu tak hanya berasal dari nama, tetapi juga kualitas produk, pelayanan yang memuaskan, dan harga yang reasonable. Semakin banyak konsumen yang merasa puas dengan kualitas produk, maka semakin tinggi nilai jual sebuah brand.
Simpel dan Bermakna
Gunakan Logo
*Mendompleng ketenaran
Saingan? No Problem“Persaingan itu diperlukan untuk kita selalu bisa berinovasi dan menguntungkan konsumen,” ujar Herry. Selain itu, persaingan membuat kita dan si pesaing berlomba-lomba memperbaiki kekurangan dari produk atau jasa. Jika Anda menyasar kepada konsumen kelas atas, maka Anda bisa mencoba untuk bermain dan menambahkan di nilai tambah (added value) produk. Nilai tambah ini, jelas Herry, bisa didapat dari tiga hal, yakni lewat content (performa produk), context (presentasi atau kemasan, layanan, desain interior, atau suasana), dan infrastructure (kemudahan akses).
Sabtu, 19 September 2009
To be an Accountant
In many countries the designation accountant or at least the more specific terms qualified accountant or professional accountant is a certified accountancy and financial expert. Like other legally restricted professions including doctors and lawyers, different countries have their own training and examination systems to maintain the quality of qualified accountants in their jurisdictions. There are many professional bodies for accountants throughout the world.
Accountants originally worked only in public practice, for example, professional accountancy firms selling advice and services to other individuals and businesses. Today, in addition, many work within private corporations, the financial industry and various government bodies.
Accountants may specialize in various fields. For example, forensic accountants analyze financial data when fraud or other criminal actions are suspected.
The word ‘accountant’ is derived from the French ‘compter’ which took its origin from the Latin ‘computare’. As a proof of its derivation the word was formerly written in English ‘accomptant’, but in process of time the word which was always pronounced by dropping the ’p’ became gradually changed both in pronounciation and in orthography to its present form.
An accountant was originally a person employed in connection with the keeping of accounts, and this term became also applicable to those who, being skilled in accounts, devoted their energies to making the examination and the stating of accounts their special occupation. From the word ‘accountant’ the term accountancy, is derived.
New York University was the first to give accountancy an established place in the university curriculum by creating a “School of Commerce, Accounts, and Finance”, which was the first school of accountancy in the world.
Accountant
A person who looks after the broader financial well-being of a business, including the preparation of financial plans, budgets and management accounts and may include staff welfare.
Definition: a person whose work it is to inspect, keep or adjust accounts
Accountants help you keep an eye on major costs as early as the startup stage, a time when you are probably preoccupied with counting every paper clip and postage stamp. When you are looking at the details, accountants help you keep your eye on the big picture.
Even after the startup stage, many business owners may not have any idea how well they are doing financially until the end of the year, when they file their tax returns. Meanwhile, they equate their cash flow with profits, whic is wrong. Every dollar counts for business owners, so if you do not know where you stand on a monthly basis, you may find you are not around at the end of the year.
No other business relationship has such potential to pay off. Nowadays, accountants are more than just bean counters. A good accountant can be your company’s financial partner for life—with intimate knowledge of everything from how you are going to finance your next forklift to how you are going to fund your daughter’s college education.
While many people think of accountants strictly as tax prepares, in reality, good accountants have a wide knowledge base that can be an invaluable asset to a business. A general accounting practice covers four basic areas of expertise:
- Business advisory services
- Accounting and record keeping
- Tax advice
- Auditing
These four disciplines often overlap. For instance, if your accountant is helping you prepare the financial statements you need for a loan and he or she gives you some insights into how certain estimates could be recalculated to get a more favorable review, the accountant is crossing the line from auditing into business advisory services. And perhaps, after preparing your midyear financial statements, he or she might suggest how your performance year to date will influence your year end tax liability.
- Business advisory services. This is where accountants can really earn their keep. Since the accountant is knowledgeable about your business envirnment, your tax situation and your financial statements, it makes sense to ask him or her to pull all the pieces together and help you come up with a business plan and personal financial plan you can really achieve. Accountants can offer advice on everything from insurance (do you relly need business interruption insurance, or would it be cheaper to lease a second site?) to expansion (how will additional capacity affect operating costs?)
- Accounting and record keeping. Accounting and record keeping are perhaps the most basic accounting disciplines. However, most business owners keep their own books and records instead of having their accountant do it. The reason is simple: if these records are examined by lenders or the IRS, the business owner is responsible for their accuracy; therefore, it makes more sense for the owner to maintain them.
Where accountants can offer help is in initially setting up bookkeeping and accounting systems and showing the business owner how to use them. A good system allows you to evaluate your profitability at any given point in time and modify prices accordingly. It also lets you track expenses to see if any particular areas are getting out of hand. It allows you to establish and track a budget, spot trends in sales and expenses, and reduce accounting fees required to produce financial statements and tax returns.
- Tax advice. Tax help from accountants comes in two forms: tax compliance and tax planning. Planning refers to reducing your overall tax burden; compliance refers to obeying the tax laws
- Auditing. Auditing services are required for many different purposes, most commonly by banks as a condition of a loan. There are many levels of auditing, ranging from simply preparing financial statements from figures that the entrepreneur supplies all the way up to an actual audit, where the accountant or other third party gives assurance that a company’s financial information is accurate.
Before engaging an accountant, ask about fees upront. Most accounting firms charge by the hour; hourly fees can range from $75 to $275. However, there are some accountants who work on a monthly retainer. Figure out what services you are likely to need and which option will be more cost-effective for you.
Get a range of quotes from different accountants. Also try to get an setimate of the total annual charges based on the services you have discussed. Do not base your decision solely on cost, however; an accountant who charges more by the hour is likely to be more experienced and thus able to work faster than a novice who charges less.
Do not hire anyone with getting references, particularly from clients in the same industry as you. A good accountant should be happy to provide you with references. Call ecah of the references they supply and ask how satisfied the client was with the accountant’s services, fees and availability.
After you have made your choice, spell out the terms of the agreement in an ‘engagement letter’ that details the returns and statements to be prepared and the fees to be charged. This ensures you and your accountant have the same expectations and helps prevent misunderstandings and hard feelings.
An accountant provides accounting services to individuals, business, non profit organizations, and governmental entities. Because accounting services range widely, an accountant is likely to specialize in a specific field. A cost accountant records and analizes the cost associated with production. A forensic accountant provides analytical and investigative skills to legal proceedings.
Jumat, 18 September 2009
Photography Science
a) Kamera film, sekarang juga disebut dengan kamera analog oleh beberapa orang.
Format film
Sebelum kita melangkah ke jenis-jenis kamera film ada baiknya kita mengenal terlebih dahulu berbagai macam format/ukuran film.
1. APS, Advanced Photography System. Format kecil dengan ukuran film 16x24mm, dikemas dalam cartridge. Meski format ini tergolong baru, namun tidak populer. Toko yang menjual film jenis ini susah dicari di Indonesia
2. Format 135. Dikenal juga dengan film 35mm. Mempunyai ukuran 24x36mm, dikemas dalam bentuk cartridge berisi 20 atau 36 frame. Format ini adalah format yang paling populer, banyak kita temui di sekitar kita
3. Medium format
4. Large format
Jenis Film
1. Film B/W, film negatif hitam putih
2. Film negatif warna. Paling populer, sering kita pakai
3. Film positif, biasa juga disebut slide. Lebih mahal dan rawan overexposure. Meski demikian warna-warna yang dihasilkan lebih bagus karena dapat menangkap rentang kontras yang lebih luas
Jenis-jenis kamera Film
1. Pocket/compact. Kamera saku. Populer bagi orang awam, sederhana dan mudah 
dioperasikan. Menggunakan film format 35mm
2. Rangefinder. Kamera pencari jarak. Kecil, sekilas mirip dengan kamera saku. Bedanya, kamera ini mempunyai mekanisme fokusing (karenanya disebut rangefinder). Umumnya menggunakan film format 35mm
3. SLR, Single Lens Reflex. Kamera refleks lensa tunggal. Populer di kalangan profesional, amatir dan hobiis. Umumnya mempunyai lensa yang dapat diganti. Menggunakan film format 35mm. Disebut juga kamera sistem
4. TLR, Twin Lens Reflex. Kamera refleks lensa ganda. Biasanya menggunakan format medium
5. Viewfinder. Biasanya menggunakan format medium
Kamera manual dan kamera otomatis. Kamera-kamera SLR terbaru umumnya sudah dilengkapi sistem autofokus dan autoexposure namun masih dapat dioperasikan secara manual.
b ) Kamera digital
Menggunakan sensor digital sebagai pengganti film
1. Consumer. Kamera saku, murah, mudah pemakaiannya. Lensa tak dapat diganti. Sebagian besar hanya punya mode full-otomatis. Just point and shoot. Beberapa, seperti Canon seri A, memiliki mode manual.
2. Prosumer. Kamera SLR-like, harga menengah. Lensa tak dapat diganti. Shooting Mode manual dan auto
3. DSLR. Digital SLR
Lensa Kamera
Mata dari kamera, secara umum menentukan kualitas foto yang dihasilkan lensa memiliki 2 properties penting yaitu panjang fokal dan aperture maksimum.
Field of View (FOV)
tiap lensa memiliki FOV yang lebarnya tergantung dari panjang fokalnya dan luas film/sensor yang digunakan.
Field of View Cropsering
disebut secara salah kaprah dengan focal length multiplier. Hampir semua kamera digital memiliki ukuran sensor yang lebih kecil daripada film 35mm, maka pada field of view kamera digital lebih kecil dari pada kamera 35mm. Misal lensa 50 mm pada Nikon D70 memiliki FOV yang sama dengan lensa 75mm pada kamera film 35mm (FOV crop factor 1.5x)
Jenis-jenis Lensa
a. berdasarkan prime-vario
1. Fixed focal/Prime, memiliki panjang fokal tetap, misal Fujinon 35mm F/3.5 memiliki panjang fokal 35 mm. Lensa prime kurang fleksibel, namun kualitasnya lebih tinggi daripada lensa zoom pada harga yang sama
2. Zoom/Vario, memiliki panjang fokal yang dapat diubah, misal Canon EF-S 18-55mm F/3.5-5.6 memiliki panjang fokal yang dapat diubah dari 18 mm sampai 55 mm. Fleksibel karena panjang fokalnya yang dapat diatur
b. berdasarkan panjang focal
1. Wide, lensa dengan FOV lebar, panjang fokal 35 mm atau kurang. Biasanya digunakan untuk memotret pemandangan dan gedung
2. Normal, panjang fokal sekitar 50 mm. Lensa serbaguna, cepat dan harganya murah
3. Tele, lensa dengan FOV sempit, panjang fokal 70mm atau lebih. Untuk memotret dari jarak jauh
c. berdasarkan aperture maksimumnya
1. Cepat, memiliki aperture maksimum yang lebar
2. Lambat, memiliki aperture maksimum sempit
d. lensa-lensa khusus
1. Lensa Makro, digunakan untuk memotret dari jarak dekat
2. Lensa Tilt and Shift, bisa dibengkokan
Ketentuan lensa lebar/tele (berdasarkan panjang focal) di atas berlaku untuk kamera film 35mm. Lensa Nikkor 50 mm menjadi lensa normal pada kamera film 35mm, tapi menjadi lensa tele jika digunakan pada kamera digital Nikon D70. Pada Nikon D70 FOV Nikkor 50 mm setara dengan FOV lensa 75 mm pada kamera film 35mm
Peralatan bantu lain
- Tripod , diperlukan untuk pemotretan dengan kecepatan lambat. Pada kecepatan lambat, menghindari goyangan kamera jika dipegang dengan tangan (handheld). Secara umum kecepatan minimal handhel adalah 1/focal.Membawa tripod saat hunting bisa merepotkan. Untuk keperluan hunting biasanya tripod yang dibawa adalah tripod yang ringan dan kecil.
- Monopod , mirip tripod, kaki satu. Lebih mudah dibawa. Hanya dapat menghilangkan goyangan vertikal saja.
- Flash/blitz/lampu kilat , untuk menerangai obyek dalam kondisi gelap
- Filter , untuk menyaring cahaya yang masuk. Ada banyak jenisnya :
UV, menyaring cahaya UV agar tidak terjadi hazy pada foto2 landscape, sering digunakan untuk melindungi lensa dari debu.
PL/CPL (Polarizer/Circular Polarizar) untuk mengurangi bayangan pada permukaan non logam. Bisa juga untuk menambah kontras langit
Exposure
jumlah cahaya yang masuk ke kamera, tergantung dari aperture dan kecepatan.
- Aperture/diafragma . Makin besar aperture makin banyak cahaya yang masuk. Aperture dinyatakan dengan angka angka antara lain sebagai berikut: f/1,4 f/2 f/3,5 f/5.6 f/8. semakin besar angkanya (f number), aperture makin kecil aperturenya
- Shutter speed/kecepatan rana . Makin cepat, makin sedikit cahaya yang masuk
- ISO , menyatakan sensitivitas sensor/film. Makin tinggi ISOnya maka jumlah cahaya yang dibutuhkan makin sedikit. Film ISO 100 memerlukan jumlah cahaya 2 kali film ISO 200
Contoh: kombinasi diafragma f/5.6 kec. 1/500 pada ISO 100 setara dengan diafragma f/8 kec 1/500 atau f/5.6 kec. 1/1000 pada ISO 200.
Exposure meter , pengukur cahaya. Hampir tiap kamera modern memiliki pengukur cahaya internal. Selain itu juga tersedia pengukur cahaya eksternal
Exposure metering ( sering disingkat dengan metering )adalah metode pengukuran cahaya
1. Average metering , mengukur cahaya rata-rata seluruh frame
2. Center-weighted average metering , mengukur cahaya rata-rata dengan titik berat bagian tengah
3. Matrix/Evaluative metering , Mengukur cahaya di berbagai bagian dari frame, untuk kemudian dikalkulasi dengan metode-metode otomatis tertentu
4. Spot metering , mengukur cahaya hanya pada bagian kecil di tengah frame saja
Exposure compensation, 18% grey . Exposure meter selalu mengukur cahaya dan menghasilkan pengukuran sehingga terang foto yang dihasilkan berkisar pada 18% grey. Jadi kalau kita membidik sebidang kain putih dan menggunakan seting exposure sebagaimana yang ditunjukan oleh meter, maka kain putih tersebut akan menjadi abu-abu dalam foto. Untuk mengatasi hal tersebut kita harus melakukan exposure compensation. Exposure kita tambah sehingga kain menjadi putih.
Under exposured = foto terlalu gelap karena kurang exposure
Over exposured = foto terlalu terang karena kelebihan exposure
Istilah stop
Naik 1 stop, artinya exposure dinaikkan menjadi 2 kali.
Naik 2 stop, artinya exposure dinaikkan menjadi 4 kali.
Turun 1 stop exposure diturunkan menjadi 1/2 kali.
Turun 2 stop exposure diturunkan menjadi 1/4 kali.
Kenaikan 1 stop pada aperture sebagai berikut: f/22; f/16; f/11; f/8; f/5,6; f/4; f/2,8; f/2.
Beda f number tiap stop adalah 0,7 kali (1/ akar2).
Kenaikan 1 stop pada kec. Rana sebagai berikut: 1/2000; 1/1000; 1/500; 1/250; 1/125; 1/60; 1/30; 1/15; 1/8; 1/4; 1/2; 1.
Beda speed tiap stop adalah 2 kali
DOF , Depth of Field, kedalaman medan. DOF adalah daerah tajam di sekitar fokus.Kedalaman medan dipengaruhi oleh besar aperture, panjang fokal, dan jarak ke obyek.
1. Aperture, semakin besar aperture (f number makin kecil) maka DOF akan makin dangkal/sempit
2. Panjang fokal (riil), semakin panjang fokal, DOF makin dangkal/sempit
3. Jarak ke obyek, semakin dekat jarak ke obyek maka DOF makin dangkal/sempit
Pemilihan DOF
- Jika DOF sempit, FG dan BG akan blur. DOF sempit digunakan jika kita ingin mengisolasi/menonjolkan obyek dari lingkungan sekitarnya misalnya pada foto-foto portrait atau foto bunga.
- Jika DOF lebar, FG dan BG tampak lebih tajam. DOF lebar digunakan jika kita menginginkan hampir seluruh bagian pada foto nampak tajam, seperti pada foto landscape atau foto jurnalistik.
Shooting mode
Mode auto , mode point and shoot, tinggal bidik dan jepret
1. Full auto, kamera yang menentukan semua parameter
2. Portrait, kamera menggunakan aperture terbesar untuk menyempitkan DOF
3. Landscape, kamera menggunakan aperture terkecil
4. Nightscene, menggunakan kecepatan lambat dan flash untuk menangkap obyek dan BG sekaligus
5. Fast shuter speed
6. Slow shutter speed
Creative zone
1. P, program AE. Mirip dengan mode auto dengan kontrol lebih. Dengan mode ini kita bisa mengontrol exposure compensation, ISO, metering mode, Auto/manual fokus, white balance, flash on/off, dan continues shooting.
2. Tv, shutter speed priority AE. Kita menetukan speed, kamera akan menghitung aperture yang tepat
3. Av, aperture priority AE. Kita menentukan aperture, kamera mengatur speed
4. M, manual exposure. Kita yang menentukan aperture dan speed secara manual
Komposisi dan Angle
Komposisi adalah penempatan obyek dalam frame foto
Angle adalah sudut pemotretan, dari bawah, atas, atau sejajar
Komposisi dan angle lebih menyangkut ke seni dari fotografi. Faktor selera fotografer sangat besar pengaruhnya.
Kamis, 17 September 2009
Sejarah dan Perkembangan Public Relations
Dalam kurun waktu 100 tahun terakhir ini PR mengalami perkembangan yang sangat cepat. Namun perkembangan PR dalam setiap negara itu tak sama baik bentuk maupun kualitasnya.Proses perkembangan PR lebih banyak ditentukan oleh situasi masyarakat yang kompleks.
PR merupakan pendekatan yang sangat strategis dengan menggunakan konsep-konsep komunikasi (Kasali, 2005:1). Di masa mendatang PR diperkiraan akan mengalami pertumbuhan yang luar biasa. Pemerintah AS mempekerjakan 9000 karyawan di bidang komunikasi yang ditempatkan di United States Information Agency.
Perkembangan Humas di Dunia
Dalam sejarahnya istilah Public Relations sebagai sebuah teknik menguat dengan adanya aktivitas yang dilakukan oleh pelopor Ivy Ledbetter Lee yang tahun 1906 berhasil menanggulangi kelumpuhan industri batu bara di Amerika Serikat dengan sukes. Atas upayanya ini ia diangkat menjadi The Father of Public Relations.
Perkembangan PR sebenarnya bisa dikaitkan dengan keberadaan manusia. Unsur-unsur memberi informasi kepada masyarakat, membujuk masyarakat, dan mengintegrasikan masyarakat, adalah landasan bagi masyarakat.
Tujuan, teknik, alat dan standar etika berubah-ubah sesuai dengan berlalunya waktu. Misalnya pada masa suku primitif mereka menggunakan kekuatan, intimidasi atau persuasi ntuk memelihara pengawasan terhadap pengikutnya. Atau menggunakan hal-hal yang bersifat magis, totem (benda-benda keramat), taboo (hal-hal bersifat tabu), dan kekuatan supranatural.
Penemuan tulisan akan membuat metode persuasi berubah. Opini publik mulai berperan. Ketika era Mesir Kuno, ulama merupakan pembentuk opini dan pengguna persuasi. Pada saat Yunani kuno mulai dikembangkan Olympiade untuk bertukar pendapat dan meningkatkan hubungan dengan rakyat. Evaluasi mengenai pendapat atau opini publik merupakan perkembangan terakhir dalam sejarah kemanusiaan.
Dasar-dasar fungsi humas ditemukan dalam revolusi Amerika. Ketika ada gerakan yang direncanakan dan dilaksanakan. Pada dasarnya, masing-masing periode perkembangan memiliki perbedaaan dalam startegi mempengaruhi publik, menciptakan opini publik demi perkembangan organisasinya.
Berikut gambaran kronologis PR di dunia:
Abad ke-19 : PR di Amerika dan Eropa merupakan program studi yang mandiri didasarkan pada perkembangan Ilmu pengetahuan dan teknologi.
Asal Mula Istilah
Pengertian :
1. Hubungan dengan masyarakat luas baik melalui publisitas khususnya fungsi-fungsi organisasi dan sebagainya terkait dengan usaha menciptakan opini publik dan citra yang menyenangkan untuk dirinya sendiri (Webster’s New World Dictionary)
2. Fungsi manajemen yang mengevaluasi sikap publik, mengidentifikasi kebijaksanan dan prosedur seorang individu atau organisasi berdasarkan kepentingan publik dan menjalankan suatu program untuk mendapatkan pengertian dan penerimaan publik (Public Relations News)
3. Filsafat sosial dan manajemen yang dinyatakan dalam kebijaksanaan beserta pelaksaannya yang melalui interpretasi yang peka mengenai peristiwa-peristiwa berdasarkan pada komunikasi dua arah dengan publiknya, berusaha memperoleh saling pengertian dan itikad baik (Moore, 2004: 6).
Public Relations yang diterjemahkan menjadi hubungan masyarakat (humas) mempunyai dua pengertian. Pertama, humas dalam artian sebagai teknik komunikasi atau technique of communication dan kedua, humas sebagai metode komunikasi atau method of communication (Abdurrahman, 1993: 10). Konsep Public Relations sebenarnya berkenaan dengan kegiatan penciptaan pemahaman melalui pengetahuan, dan melalui kegiatan-kegiatan tersebut akan muncul perubahan yang berdampak (lihat Jefkins, 2004: 2).
Public Relations menyangkut suatu bentuk komunikasi yang berlaku untuk semua organisasi (non profit - komersial, publik- privat, pemerintah - swasta). Artinya Public Relations jauh lebih luas ketimbang pemasaran dan periklanan atau propaganda, dan telah lebih awal.
Dewasa ini, Public Relations harus berhadapan dengan fakta yang sebenarnya, terlepas dari apakah fakta itu buruk, baik, atau tanpa pengaruh yang jelas. Karena itu, staf Public Relations dituntut mampu menjadikan orang-orang lain memahami suatu pesan, demi menjaga reputasi atau citra lembaga yang diwakilinya.
