The Myths Of The Underworld - 1405 Words

The myths of the underworld reflect many ideas in regard to the journey through hell. In Dante’s Divine Comedy, readers are able to take a deeper look at how myths are represented at a psychological level through the importance of death and rebirth.As Dante progresses through the imaginary journey of Hell, Hell’s inferno is represented by the nine regions arranged around the wall of a huge funnel in nine concentric circles. As the hero, Dante starts his journey by losing his way on the true path of life. Dante is then placed on a quest in order to overcome his sins and also to win over the love of â€Å"God†, where he then meets and is led by a ghost named Virgil. During this era, Virgil is represented as a deceased Roman poet, who came to†¦show more content†¦Dante understands this as he progressives on his journey because he sees the difference between minor sins to major sins and also how sins relate to how deep you are in Hell.In the beginning of hi s path through the afterlife, Dante begins to feel sympathy for lost souls, however, as the he progresses further into the inferno, Dante becomes less sympathetic to give his pity. For example, the myth of Persephone, Greek goddess of the underworld, corresponds to Dante’s understanding because â€Å"all through history, it is true that only by going through hell does one have any chance of reaching heaven. The journey through hell is a part of the journey that cannot be omitted—indeed, what one learns in hell is a prerequisite to arriving at any good value thereafter† (The Therapist and the Journey Into Hell). Dante’s first circle of hell represents what we know as Limbo, this part of hell consists of heathen and the unbaptized, who led decent lives. The second to fifth circle of hell represents the sins of people who were lustful, gluttonous, prodigal, and wrathful on earth. The sixth circle of hell is where heretics are punished for their sins and the seventh circle of hell is devoted to the punishment of people who had sinned violence. The eighth circle of hell is devoted to those guilty of fraud and the ninth circle of hell are for those who betrayed other people in life. In the last section of hell, Dante sees Satan and his frozen lakeShow MoreRelatedThe Between Greek And Roman Mythology1128 Words   |  5 Pagesboth ruled what is told to be the Underworld. In each of their myths, the reclusive gods became infatuated with their niece and kidnapped the unsuspecting maiden. This act is the root of the major conflict in a myth about unrequited love, desire, deprivation, and insat iability, centered around Hades and Pluto, which are two gods with parallel stories and characteristics. Hades has not one, but two versions of a myth involving him, both of which are akin to Pluto’s myth. In the first version, Hades fallsRead More Contrasting the Black Orpheus Film and the Greek Myth of Orpheus1259 Words   |  6 PagesContrasting the Black Orpheus Film and the Greek Myth of Orpheus and Eurydice If you met a man named Orpheus who had a girlfriend, would you assume her name was Eurydice? Many people would, because the myth of Orpheus and Eurydice is from â€Å"many, many thousand years ago† and is still passed on today, verbally and through works of literature. In his 1959 film Black Orpheus, Marcel Camus interprets this well-known myth, making changes to the story to make it more dramatic and interesting. BlackRead MoreEssay on The Film Black Orpheus and the Myth of Orpheus and Eurydice1250 Words   |  5 PagesThe Film Black Orpheus and the Myth of Orpheus and Eurydice The story of Orpheus and Eurydice is one that has been passed down through generations for thousands of years. Almost every generation has heard a rendition of how Orpheus and Eurydice fall in love with one another and are eventually parted by death. I say rendition because this myth is passed on by word of mouth, which in return causes the story to change depending on the story teller. This may also have a great deal to do with theRead MoreEssay about The Ancient Greeks Belief in the Underworld773 Words   |  4 PagesGreeks while trying to further explain the world, invented beguiling myths (Evie). From these myths a world of human like gods and goddesses was formed (Evie). Through narratives, legends, and myths this world justified various abstract ideas, thus creating Greek mythology (Evie). A central element in Greek mythology is the underworld. The underworld is considered to be the place where one’s soul goes to after death. The underworld has played a vital role in G reek culture by serving as an incentiveRead MoreAncient Myth And Its Impact On Modern Society902 Words   |  4 Pagesimportant to study ancient myth. I feel that it is more so for the sake of entertainment because myth essentially offers explanations for things we already have in society. The stories behind how we have the institutions that we have today are interesting however not vital to further developing our knowledge. Furthermore, I do not think that our modern society can still gain from its study because of the way that we already have these institutions and studying ancient myth would not enable us to makeRead MoreHades, an Influence on Greek Society1029 Words   |  5 Pagessuperstitions and ways to worship. These relate to the god’s origin and their deeds in their myths. Gods can either show jealousy, courage, or kindness to mortals and other gods, so Greeks label the gods based on their qualities. In most circumstances, the Greeks decide whether to worship o r despise a god only by whom or what they rule over. For example, Greeks show reluctance in worshipping Hades, the Lord of the Underworld. Greeks hold celebrations and festivities to earn favor from the gods. Greek gods canRead MoreAncient Greece : An Amazing Place With Culture And A Thriving Population1353 Words   |  6 Pages Greek Anthropology Ancient Greece was an Amazing place with culture and a thriving population. With all these people someone had to wonder, Where do I go when I die? Myths of great places, terrible monsters and amazing heroes grew out of this question. The people invented the underworld, the place you go when you die. The Greeks also performed rituals on their dead. Some rituals and customs are unorthodox and considered strange in these times. The Greeks thought that at the moment of deathRead MorePersephone s Myth Is An Outstanding Way Of Explaining This1011 Words   |  5 PagesWhat about knowing when is the best time to plant, why can’t seeds grow in the winter months? Persephone’s myth is an outstanding way of explaining this . The Greeks lived because of this myth that they followed. We can’t plant in winter, but we can in the sun time. This is all because of Demeter and the loss of her daughter. Proserpina is the goddess of the spring and Queen of the underworld. Her father Zeus is the king of gods and the god of the sky. Proserpina s mother is Demeter the goddess,Read MoreComparative Essay : Greek Mythology1344 Words   |  6 Pagesrelates to human life. Hence, through the anthropocentrism of myth human feelings, emotions, and philosophical ideas are expressed which can be captivating to the film audience. One of such myths is the myth of Persephone. The re-telling of this usually depicts Persephone with her counterpart, Hades, the God of the underworld, who had an infatuation with her. Per Hesiod, he kidnapped whilst playing in a meadow and brought her to the underworld to be the Queen. Demeter’s, Persephone’s mother, quest toRead MoreHades : The God Of The Underworld And The Dead1089 Words   |  5 Pagesgod of the Underworld and the dead Introduction: Hades or Polydegmon, which means ‘’ the unseen’’ and ‘’ host of many guests’’ respectively was the Greek god of the underworld and the dead in ancient Greece. Hades’ adopted Roman name was Pluto which literally means wealth and riches because the hidden wealth of the Earth. Hades is a third generation god and the offspring of the Titans Rhea and Cronus. Hades’ did not live on Mount Olympus with the other Olympians but rather in the Underworld to look

Effective Listening Free Essays

In a monthly marketing meeting, the marketing manager wants 5 of his staffs to conduct a research on market share on 5 different areas. Each staff is assigned a territory. The manager rejects, one month later in the same meeting, one of the 5 reports because the research is on the wrong territory. We will write a custom essay sample on Effective Listening or any similar topic only for you Order Now If we assume the ability of all staffs is the same, then it is obviously a communication breakdown that causes the wrong research was conducted. The consequence of misunderstanding may be costly to a company. Often when a misunderstanding occurs on the job, it is attributed to a lack of communication, which most of time implies that whoever was delivering the message did not do an effective job. But what about the other side, the listener? Listening is important in business because it is the communication skill most often used in human interaction (Curtis, Floyd and Winsor 1992, p.56). Between 45 and 55 percent of people’s communication time will be spent in listening to others (Nichols and Stevens 1957, p.6, Werner 1975, p.26). However, listening is not a skill that most people perform well. Studies show that people do not listen effectively. On an average, people listen only at 25% efficiency (Nichols and Stevens 1957, p.ix). It is difficult to define listening, but generally it can be defined as † a receiver orientation to the communication process; since communication involves both a source and a receiver, listening consist of the roles receivers play in the communication process† (Floyd 1985, p.9). Listening is a process that includes hearing, attending to, understanding, evaluating and responding to spoken messages. (Floyd 1985, p.9) Our own listening habits have been developed since we were born. Such habits are so well established that we perform them without thinking. But unfortunately, such habits are usually undesirable and lead to poor listening. There are numbers of reasons for ineffective listening. These do not apply equally to all listeners and the degree to which they do apply will vary from different situation, speaker, topic and so forth, They represent common and important reasons for ineffective listening: Rehearsing Your whole attention is designing and preparing â€Å"what to say next†. You look interested, but your minds are miles away because you are thinking about the next comment. Judging Negatively labeling people can be extremely limiting. Everyone has biases, but it leads to ineffective listening. For example you hear a speaker discuss an idea that you don’t like, you might stop paying attention to that speaker says, you might distort the message, and therefore failing to understand it because of prejudgment. As a result, your evaluation of the speaker and /or message could be unfair or in error (Curtis, Floyd and Winsor 1992, p.59). So, A basic rule of effective listening is to that judgements should only be made after you have heard and evaluated the content of the message (Johnson). Identifying You take everything people tell you and refer it back to your own experience. They may want to tell you about a car’s braking system, but that reminds you of your car accident. You launch into your story before they can finish theirs (Johnson). Talking rather than listening We too often love to hear our own voice and feel that our comments and ideas are always right (Curtis, Floyd and Winsor 1992, p.58). You are a great problem solver that you do not have to hear more than a few sentences before you begin searching for the right advice. But, while you are coming up with suggestions, you may have missed what is most important. Sometimes, people argue and debate with others who never feel heard because these people are so quick to disagree. In fact these people’s main focus is on finding things to disagree with. Filtering We usually filter out messages and listen only to those topics and materials that we want to hear. We will stop paying attention to those topics that we do not want to hear, such as messages that criticize us. Then we cannot be corrected, and we cannot take suggestions to change (Johnson). Placation As we have been taught to be nice, pleasant and supportive to others, we seldom criticize others especially when others are telling you things that we want to hear. But too hasty acceptance of messages that tells us what we like and want to hear can lead to serious problems (Curtis, Floyd and Winsor 1992, p.60). We may half-listen just enough to get the drift, but not really involved. Instead, we should be careful to pay attention, to comprehend, and then to analyze and evaluate what speakers say (Curtis, Floyd and Winsor 1992, p.60) Distraction A distraction is anything that pulls your attention away from that which you want, or need, to pay attention to (Curtis, Floyd and Winsor 1992, p.60). It is difficult to avoid distraction. There may be distraction in the environment and within you – day dreaming. When we dream, we pretend to listen but we actually drift about in our interior fantasies. Instead of disciplining ourselves to truly concentrate on the input, we turn the channel to a more entertaining subject. We may have missed some important points while we are dreaming. It is the major reason for ineffective listening. Fear of difficult This block applied when we need to listen and understand new materials or subjects that are new, difficult and challenging to us. In such situation, it is difficult to listen (Curtis, Floyd and Winsor 1992, p.60). We always try to avoid or rationalize these subjects and not to listen. It is mainly due to the fear of failing. People does not like failing and try any methods to avoid it. There are numbers of ways to avoid failure. We stop paying attention to the subject and spend our time to somewhere else. Then we may tell ourselves, we are not fail to understand the topic, but refused to deal with it. Rationalization also helps people to avoid failure (Curtis, Floyd and Winsor 1992, p.60). We usually hold someone else responsible for the consequences of not listening or understanding by saying the material is â€Å"boring†, † stupid†, â€Å"nothing to do with my daily work† and so forth. But as a result, we still do not understand the material. Like any other skill, the first step to improve listening is to understand of what you can do or stop doing in order to get better. The second step is to practice the new skill over and over again to make it as your habit. We have examined the blocks for effective listening. Let us move on to the elements to improve effective listening. There are 2 major elements to improve effective listening, namely comprehension and Analysis/Evaluation. Comprehension means that you are able to understand the speaker (Curtis, Floyd and Winsor 1992, p.61). There are some basic ways to improve our ability to understand speakers. The first step towards more effective listening comprehension is paying increased attention (Curtis, Floyd and Winsor 1992, p.61). Attention is your focus to the speaker and his/her material and sustaining the focus. Paying long and well enough attention help you to keep these verbal and nonverbal stimuli into your long-term memory. Then you are able to compare the information with new and old materials. Otherwise, information not stored in long term memory will be lost in a second and you are not able to understand the content because you will bot remember it (Tyson 1982). Everyone can increase attention by realizing its importance, avoid common tendency to day dream, fighting the tendency to give in to external and internal distractions, remove distractions if possible or learn to listen over distraction. We have the ability to listen to and understand speech even when there are severe distraction (Moore 1977, p.239). The second step to improve your ability to understand speaker is to understand the nature of non-verbal communication. Nonverbal communication is any communication expressed not in words but in body motion, paralanguage (how something is said), proxemics (the use of space), artifacts (physical objects), or environment (Knapp 1980, p. 4-11). It serves a variety of functions that to repeat, contradict, substitute, complement, accent, or regulate verbal communication (Knapp 1978, p. 38). However, it does not mean nonverbal communication is more important than verbal communication. In case nonverbal communication is contradicted to verbal communication, it does not always the case that nonverbal communication is more reliable. The third step towards more effective listening is to increase your ability to comprehend verbal symbols, or message (Curtis, Floyd and Winsor 1992, p.63). Although it is the speaker’s responsibility to make himself/herself clear and meaningful, communication is a two way process that listener has the same responsibility to understand speaker’s materials. This task can be accomplished by (1) increasing the quality and quantity of your experience, (2) learning to use context as a mean of increasing your understanding, (3) keeping your bias away, (4) controlling any fear of failure, (5) improve your vocabulary (Curtis, Floyd and Winsor 1992, p.63-64), and (6) feedback to confirm your interpretation. The next element that helps to improve effective listening is analysis and evaluation. Once you have attended to and understood the speaker, you are ready to analyze and evaluate the message. Analysis is to examine the message in order to learn what the meanings are. Evaluation is the rendering of judgement on message to decide the value of the message. Both analytical and evaluative functions require you to examine a speaker’s support and reasoning, such as data, conclusion, reasoning process, examples and statistics. Effective listening will benefit as well as those who work with you. It breaks up the barriers between people and can understand each other more. In workplace, effective listening minimize the losses of potential revenues which may result from shipping the wrong products to customers. Or from miscommunication objectives and priorities among staffs. Or even from time lost because of having to re-communicate a second or third time to get things straightened out. To listen effectively, one must be positive, active, prevent affected by blocks we mentioned earlier, paying and sustain enough attention to the speaker, able to analyze after understanding. It is not an easy skill, but it is the most fundamental and powerful skill we need. When someone is willing to stop talking or thinking and begin truly listening to others, all of their interactions become easier, and communication problems are all but eliminated. How to cite Effective Listening, Essay examples Effective Listening Free Essays In a monthly marketing meeting, the marketing manager wants 5 of his staffs to conduct a research on market share on 5 different areas. Each staff is assigned a territory. The manager rejects, one month later in the same meeting, one of the 5 reports because the research is on the wrong territory. We will write a custom essay sample on Effective Listening or any similar topic only for you Order Now If we assume the ability of all staffs is the same, then it is obviously a communication breakdown that causes the wrong research was conducted. The consequence of misunderstanding may be costly to a company. Often when a misunderstanding occurs on the job, it is attributed to a lack of communication, which most of time implies that whoever was delivering the message did not do an effective job. But what about the other side, the listener? Listening is important in business because it is the communication skill most often used in human interaction (Curtis, Floyd and Winsor 1992, p.56). Between 45 and 55 percent of people’s communication time will be spent in listening to others (Nichols and Stevens 1957, p.6, Werner 1975, p.26). However, listening is not a skill that most people perform well. Studies show that people do not listen effectively. On an average, people listen only at 25% efficiency (Nichols and Stevens 1957, p.ix). It is difficult to define listening, but generally it can be defined as † a receiver orientation to the communication process; since communication involves both a source and a receiver, listening consist of the roles receivers play in the communication process† (Floyd 1985, p.9). Listening is a process that includes hearing, attending to, understanding, evaluating and responding to spoken messages. (Floyd 1985, p.9) Our own listening habits have been developed since we were born. Such habits are so well established that we perform them without thinking. But unfortunately, such habits are usually undesirable and lead to poor listening. There are numbers of reasons for ineffective listening. These do not apply equally to all listeners and the degree to which they do apply will vary from different situation, speaker, topic and so forth, They represent common and important reasons for ineffective listening: Rehearsing Your whole attention is designing and preparing â€Å"what to say next†. You look interested, but your minds are miles away because you are thinking about the next comment. Judging Negatively labeling people can be extremely limiting. Everyone has biases, but it leads to ineffective listening. For example you hear a speaker discuss an idea that you don’t like, you might stop paying attention to that speaker says, you might distort the message, and therefore failing to understand it because of prejudgment. As a result, your evaluation of the speaker and /or message could be unfair or in error (Curtis, Floyd and Winsor 1992, p.59). So, A basic rule of effective listening is to that judgements should only be made after you have heard and evaluated the content of the message (Johnson). Identifying You take everything people tell you and refer it back to your own experience. They may want to tell you about a car’s braking system, but that reminds you of your car accident. You launch into your story before they can finish theirs (Johnson). Talking rather than listening We too often love to hear our own voice and feel that our comments and ideas are always right (Curtis, Floyd and Winsor 1992, p.58). You are a great problem solver that you do not have to hear more than a few sentences before you begin searching for the right advice. But, while you are coming up with suggestions, you may have missed what is most important. Sometimes, people argue and debate with others who never feel heard because these people are so quick to disagree. In fact these people’s main focus is on finding things to disagree with. Filtering We usually filter out messages and listen only to those topics and materials that we want to hear. We will stop paying attention to those topics that we do not want to hear, such as messages that criticize us. Then we cannot be corrected, and we cannot take suggestions to change (Johnson). Placation As we have been taught to be nice, pleasant and supportive to others, we seldom criticize others especially when others are telling you things that we want to hear. But too hasty acceptance of messages that tells us what we like and want to hear can lead to serious problems (Curtis, Floyd and Winsor 1992, p.60). We may half-listen just enough to get the drift, but not really involved. Instead, we should be careful to pay attention, to comprehend, and then to analyze and evaluate what speakers say (Curtis, Floyd and Winsor 1992, p.60) Distraction A distraction is anything that pulls your attention away from that which you want, or need, to pay attention to (Curtis, Floyd and Winsor 1992, p.60). It is difficult to avoid distraction. There may be distraction in the environment and within you – day dreaming. When we dream, we pretend to listen but we actually drift about in our interior fantasies. Instead of disciplining ourselves to truly concentrate on the input, we turn the channel to a more entertaining subject. We may have missed some important points while we are dreaming. It is the major reason for ineffective listening. Fear of difficult This block applied when we need to listen and understand new materials or subjects that are new, difficult and challenging to us. In such situation, it is difficult to listen (Curtis, Floyd and Winsor 1992, p.60). We always try to avoid or rationalize these subjects and not to listen. It is mainly due to the fear of failing. People does not like failing and try any methods to avoid it. There are numbers of ways to avoid failure. We stop paying attention to the subject and spend our time to somewhere else. Then we may tell ourselves, we are not fail to understand the topic, but refused to deal with it. Rationalization also helps people to avoid failure (Curtis, Floyd and Winsor 1992, p.60). We usually hold someone else responsible for the consequences of not listening or understanding by saying the material is â€Å"boring†, † stupid†, â€Å"nothing to do with my daily work† and so forth. But as a result, we still do not understand the material. Like any other skill, the first step to improve listening is to understand of what you can do or stop doing in order to get better. The second step is to practice the new skill over and over again to make it as your habit. We have examined the blocks for effective listening. Let us move on to the elements to improve effective listening. There are 2 major elements to improve effective listening, namely comprehension and Analysis/Evaluation. Comprehension means that you are able to understand the speaker (Curtis, Floyd and Winsor 1992, p.61). There are some basic ways to improve our ability to understand speakers. The first step towards more effective listening comprehension is paying increased attention (Curtis, Floyd and Winsor 1992, p.61). Attention is your focus to the speaker and his/her material and sustaining the focus. Paying long and well enough attention help you to keep these verbal and nonverbal stimuli into your long-term memory. Then you are able to compare the information with new and old materials. Otherwise, information not stored in long term memory will be lost in a second and you are not able to understand the content because you will bot remember it (Tyson 1982). Everyone can increase attention by realizing its importance, avoid common tendency to day dream, fighting the tendency to give in to external and internal distractions, remove distractions if possible or learn to listen over distraction. We have the ability to listen to and understand speech even when there are severe distraction (Moore 1977, p.239). The second step to improve your ability to understand speaker is to understand the nature of non-verbal communication. Nonverbal communication is any communication expressed not in words but in body motion, paralanguage (how something is said), proxemics (the use of space), artifacts (physical objects), or environment (Knapp 1980, p. 4-11). It serves a variety of functions that to repeat, contradict, substitute, complement, accent, or regulate verbal communication (Knapp 1978, p. 38). However, it does not mean nonverbal communication is more important than verbal communication. In case nonverbal communication is contradicted to verbal communication, it does not always the case that nonverbal communication is more reliable. The third step towards more effective listening is to increase your ability to comprehend verbal symbols, or message (Curtis, Floyd and Winsor 1992, p.63). Although it is the speaker’s responsibility to make himself/herself clear and meaningful, communication is a two way process that listener has the same responsibility to understand speaker’s materials. This task can be accomplished by (1) increasing the quality and quantity of your experience, (2) learning to use context as a mean of increasing your understanding, (3) keeping your bias away, (4) controlling any fear of failure, (5) improve your vocabulary (Curtis, Floyd and Winsor 1992, p.63-64), and (6) feedback to confirm your interpretation. The next element that helps to improve effective listening is analysis and evaluation. Once you have attended to and understood the speaker, you are ready to analyze and evaluate the message. Analysis is to examine the message in order to learn what the meanings are. Evaluation is the rendering of judgement on message to decide the value of the message. Both analytical and evaluative functions require you to examine a speaker’s support and reasoning, such as data, conclusion, reasoning process, examples and statistics. Effective listening will benefit as well as those who work with you. It breaks up the barriers between people and can understand each other more. In workplace, effective listening minimize the losses of potential revenues which may result from shipping the wrong products to customers. Or from miscommunication objectives and priorities among staffs. Or even from time lost because of having to re-communicate a second or third time to get things straightened out. To listen effectively, one must be positive, active, prevent affected by blocks we mentioned earlier, paying and sustain enough attention to the speaker, able to analyze after understanding. It is not an easy skill, but it is the most fundamental and powerful skill we need. When someone is willing to stop talking or thinking and begin truly listening to others, all of their interactions become easier, and communication problems are all but eliminated. How to cite Effective Listening, Essay examples

Evaluation of the elements of Integrated Marketing Communication

Question: Discuss about the Report for Evaluation of Integrated Marketing Communication Campaign. Answer: Introduction Govindarajan (2009) Integrated Marketing Communication consist of all strategies such as Advertising, Sales promotion, Personal selling, PR/Publicity and Direct marketing which links together for conveying a message to a particular target segment. In todays highly competitive market an Integrated Marketing Communication campaign plays a key role for an effective communication (pp. 265). In this report we will evaluate the Integrated Marketing Communication campaign of Hungry Jacks Australia, our main focus will be on evaluation of theoretical concept under IMC and examining and evaluation of various elements under contemporary communication mix. For evaluation process we will relate the IMC campaign of Hungry Jacks Australia with the communication theories given by Belch et al. We will do a critique analysis on Hungry Jacks IMC campaign and apply various communication models for providing them better recommendations on their Integrated Marketing Communication campaign. For completing this task we will use kind of quality resources such as: Internet, Web sources and books written by Belch et al and other marketing writers. Importance of communication in IMC This report is going to provide a critique analysis on Integrated Marketing Communication campaign of Hungry Jacks Australia with relation to Belch et al communication model. Before going to the main discussion it is essential to understand the importance of communication in IMC to get an initial grasp on our study area. Kazmi Batra (2008) Integrated Marketing Communication plays a major role for conveying message to a particular target audience; it conveys and spread the message in same time to future and existing customers. This helps an organization to create awareness about the brand among its customers. An integrated marketing communication is not only important in marketing but also to maintain a good interaction between an organization and its customers (pp. 121). In todays highly competitive market an effective IMC campaign helps an organization to create brand loyalty related to a particular product or service. Dutta (2010) If your communication is effective and creative and you are able to present the features of the product or service nicely in front of the customer in that case a customer will not think twice to purchase your product, it doesnt matter how a different brand providing similar product or service with lesser price, it is all about creativity. The main purpose of an integrate d marketing communication campaign is to build a relationship with your customers for a long term basis. An integrated marketing communication is not all about spreading message in the same time it is also taking feedback from its customers regarding the usability of a product or service so that a company or an organization can eliminate those unwanted issues which may affect the brand image (pp. 180-183). These days are gone when a company or an organization focused only on promoting products or services through IMC campaigns, the market scenario has changed a lot due to globalization it is all about competition. Therefore taking of feedback is also important to maintain the long term sustainability of a brand. In order to convey message efficient and effectively an appropriate medium of communication is also essential in integrated marketing communication campaign. Though there are various medium of communication present now days to convey marketing message such as Television, Radio, News Paper, Web and Social media etc. If an organization or a company is not able to identify the correct medium for their campaign sometimes the message spread may go against the company and can harm the overall brand image. Suppose a company spread the massage over internet for its remote and rural areas target audience where internet is not easily accessible in that case there will be a lack in communication process because the message spread will not properly reach to its target audiences and it will not be considered as a successful integrated marketing communication campaign. Hungry Jacks Australia and its IMC campaign Hungry Jacks is a subsidiary of Burger king Australia the company deals in franchise business. The company was found in 1971, headquarters based in Osborne Park, Western Australia. It is a fast food company and few of its products are Hamburgers, Chicken products, Deserts etc (Hungryjacks.com/au, 2016, Para. 1). We have chosen Hungry Jacks Australia to critique its IMC campaign with relation to Belch communication model theory. When we talk about Hungry Jacks Australias IMC campaign we notice bizarre of thing because from the starting the company has experimented with various IMC campaigns, though the ratio of success rate is quite low according to their investments in IMC campaign. From last few years we have noticed that Hungry Jacks has made their focus on social media campaign and they are using this social media tool as their main integrated marketing communication campaign an example of that is their shake and win mobile app after launching of that app it has become the most downloaded Australian app in Apple app store. This app has developed by Clemenger BBDO Sydney; through this app they attracted their targeted segment by availing various discounts from Hungry Jacks exclusive stores. Get the app shake the mobile after installing it and avail discount coupon. Hungry jacks have promot ed this app through various YouTube channels (Campaignbrief, 2012, Para. 1-4). Another thing of their social media campaign consist of promoting low fat burgers targeting women segment through Facebook, twitter etc. But this not the end we cannot ignore their recent move for promoting their hamburgers by taken the advantages of recent political scenario where they run a thirty seconds advertisement through various social sites and asked the Australian people to vote for their PM . People need to go to the website and cast their vote, with a successful submission of their vote people were rewarded with free meal or upgraded meal from various Hungry Jacks stores. The campaign was created by Channel T a social agency. All in all we can say that Hungry Jacks has made lots of strategically change in their integrated marketing communication campaign compare to the previous ones they have adapted the new era of marketing and implemented this through various social media IMC campaigns (Cann ing, 2016, Para. 1-8). Belch et als theoretical communication model We need to evaluate Hungry Jacks IMC campaign with relate to Belch communication model and need to apply those theories in our recommendations. Therefore discussion of Belchs model is quite important for us to get an idea about how He has mentioned all sections of an IMC for a successful campaign. Integrated Marketing Communication plan: Marketing objective Analysis of promotion program situation Analysis of communication process Budget determination Develop integrated marketing communication program Advertising Sales promotion Personal selling PR/Publicity Direct marketing Advertising Sales promotion Personal selling PR/Publicity Direct marketing Objectives Objectives Objectives Objectives Objectives Message and Sales promotion Personal selling PR/Publicity Direct marketing Media strategy Strategy Strategy Strategy Strategy Integration and implementation of communications strategy Monitoring, evaluating and controlling integrated marketing communications program Caption: Belchs model of communication process Source: Internet Source: Belch Belch (2014) In communication process source is the organization from where the message starts or sent (pp. 453-455). Message: Belch Belch (2014) Message is the information which will convey to its customers for communication. In IMC message must be a creative one and specific (pp. 453-455). Channel: Belch Belch (2014) Channel is the medium through which a message transfers from one end to another. Channel must be chose according to the target audience (pp. 453-455). Receiver/Decoding: Belch Belch (2014) Receiver is the person who will receive the message and decoding is the process of analyzing the message to get its actual meaning (pp. 453-455). Noise: Belch Belch (2014) throughout the whole communication process the sent message interacts with various factors this may result in repetition of message this is called noise in communication process (pp. 453-455). Feedback: Belch Belch (2014) after decoding the message the receiver gives the response regarding the message to the sender (pp. 453-455). Critically evaluation of Hungry Jacks IMC campaign Promoting your brand through mobile app is good but for that you need to choose an appropriate channel. According to Belchs model the channel for communication must be selected by keeping the target audience in your mind. Of course Hungry Jacks chosen medium or channel is not good at all, you made a mobile app and promoting it through YouTube channels only, how many users are there in YouTube? How many of them watch videos regularly? The percentage is limited also there is a feature in YouTube to block adds most of us do it to face or watch hassle free videos. Not only this but also they have made the app availability only through Apple store and they ignored the vast Android market, the users of Android is quite higher than Apple. During the time of promoting low fat burgers for women target segment they stop all other campaigns and run only one campaign which is Nothing naughty about it especially designed for women segment and choose the social media where other segments are also attached, choosing of social media is not good when you are delivering a specific message to specific target audience, here your channel for communication must be specific where the target audience visits regularly. According to Belch your delivered message must be a creative one and need to make a positive impact on your target segment. When we talk about the Hungry jacks strategy for promoting their hamburgers by taking the help of political scenario, do you thing that it is the right way to promote, no never because there are many people who dont like politics at all this strategy may harm their brand image badly. Considering social media as your main and major integrated marketing communication tool can become risky because there are lots of disadvantages present in social media such as the review system if someone put a bad review on your message you cannot delete it or if you can, it will create a bad impression in front of your consumers that you are intentionally hiding the bad side of yours not only this but also any bad thing can go viral within a second it is impossible to control such things on social media. According to Belch you should choose a channel or medium where you can communicate effectively with your target segment. Promoting through twitter channel is not good at all your communication will not be considered as much as effective on twitter because there is a word restriction or word limit on twitter, sometime it may become impossible to deliver an effective message within 140 words. Conclusion From the above analysis we have gather the knowledge about an integrated marketing communication campaign and understand the importance of IMC in a marketing strategy. We have found that a communication medium or a channel plays a key role while delivering a message to your particular target audiences also the channel or medium must be selected by keeping the target audience in your mind, where customer interacts frequently. In its IMC campaign Hungry Jacks is not good enough, they are lacking in choosing of appropriate medium also the sent message is not appropriate for their promotion strategy, which may affect their brand image and decrease in sales. Recommendations Following are the recommendations for their successful operation in IMC campaign: While promoting a mobile app they should go for mass media strategy only a specific medium will not work, the users of YouTube are limited also now days everyone owns a mobile phone. Therefore choosing of mass media will assist them in delivering the message vastly and it will reach to maximum number of customers (Marketing-schools.org, 2012, Para. 2-3). They should avoid using social media while delivering a specific message to a specific target audience, like what they did in promoting low fat burgers it was totally a worst one. Because under social media each and every target segment is connected. A specific message for a specific target audience may create a bad impact on other segments too. You must go for specific channel where your particular segment visits regularly. For an example low fat burgers are related to women segment they can promote it through cooking TV channels, lifestyle TV channels and womens magazine (Knauer, 2016, Para. 1-2). They must avoid promoting its products with relating to political scenarios rather they can promote by relating various sports, games etc because Australian people are more involved in sports compare to other countries. Global warming is becoming a big issue now days, they must encourage people for not throwing the packets of burgers, meals etc. here and there through their sent message this way they can show that how much concern they are about eco-friendly system. According to Belch an IMC campaign must be delivered vastly so that the message can reach to maximum number of customers, only depending on social media is not good enough they should also promote through other mediums like TV, News Paper, and Radio etc. so that they can reach the maximum number of customers. References Ali, L. (2016, May 9). Era of integrated marketing communication at hungry jacks [Blog post]. 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