Canadian Adverising Industry Essays - Advertising, Marketing

Canadian Adverising Industry Beth McNeill Introduction The topic of discussion in this paper is advertising in Canada. It will argue that the Canadian advertising industry strives to protect themselves from competition in the United States. The paper will discuss how the Canadian advertising industry allots their money to different forms of media to ward off the United States competition. Tracing the history of advertising from the early 1960's to the present day, will help to show why Canada concentrates on the television and radio portion of the media. The paper will display the philosophy or reason behind their advertising, as well as the structure of their industry. The audience and the jobs and training that take place will also be examined to better understand the Canadian advertising industry. The external environmental factors such as technology, language, and the economy will also affect the advertising industry. This issue should be addressed to understand the importance of international competition and how it can affect or even control an industry. To better understand the advertising industry in Canada we need to look at some facts. The communication lines in Canada are expanding daily. These communication vehicles are how advertising is spread. The more Canada strives to be evident in the communication lines, the less influence the United States can have on the Canadian industry. There are 18.5 million telephone lines and 3 million cellular phones in use. There are 32.3 million radios in Canada and there are 535 AM stations and 53 FM stations. As of 1997 there was 80 television broadcast stations (with over 100 repeater stations) and 21.5 million televisions. In 1999 there was an estimated 750 Internet service providers (CASI). There are 120 daily newspapers, 108 are in English and the other 12 are in French (Pang). There are also seventy-five ethnic weekly papers published (Pang). Communication is part of the second largest service industry in Canada. With such a large country and such few people Canada relies on strong comm unication to tie people together. Canada was the first country to launch a communications satellite and has been in the forefront of developing communications technology. With more and more changes in technology, the government, and the economy Canada can communicate to all citizens in many ways, keeping the communication lines tight. CBC is Canada's national radio and television service. It was developed in 1936 to help prevent the threat of American programming to dominate Canadian culture (Shepard). Canada has strived to keep their culture of Canadian decent. The United States and Canada have a very strong relationship because they share the longest undefended border in the world and are close allies as members of the North Atlantic Treaty organization (NATO). The United States is the largest investor in the Canadian industry and the largest market for Canadian trade. So Canada could be easily influenced or even controlled by the United States. The United States does tend to exploit its' greater power and affect relations between the two countries. The function of advertising is to develop awareness and recall of a product or service that results in market increase. Canada uses all of the same mediums as the United States, to expose the consumer of products and services. In 1993 the gross advertising revenues for all media reached $9.0 billion. Newspaper advertising accounts for 26.8 percent of this total revenue. Radio and television make up 27 percent of the total. Catalogues and direct mail account for 21.8 percent, periodicals use 15.9 percent and outdoor and miscellaneous uses the remaining 8.5 percent (Strategies). (See pie chart) All of the advertising in Canada can be divided into two components, local and national advertising. Local advertising represents about sixty percent of all media (about $5.4 billion) (Strategies). This advertising is placed into the industry by a companies' media representative and usually does not require the help of an advertising industry. National advertising accounts for the remaining forty percent of all the media (about $3.6 billion) (Strategies). This component is responsible for the revenues of the advertising agencies. Large businesses, which market their products worldwide, are a part of national advertising. Ad agencies coordinate the production, creation, and placement of the advertising. Television is the primary medium, but not exclusively.

Marketing Methods About Cadbury Chocolates Essays

Marketing Methods About Cadbury Chocolates Essays Marketing Methods About Cadbury Chocolates Paper Marketing Methods About Cadbury Chocolates Paper Essay Topic: Marketing The biggest challenge facing existing companies globally is sustaining continued growth and expansion. The two main methods that can be adapted by companies to expand their operations are the introduction of new products in the market or expanding organically by updating on the already existing product. The Cadbury Chocolate Company has decided to use the former method whereby the company wants to introduce a new slimming chocolate bar into the Australian market. The Cadbury Chocolate Company was founded in 1932 and it remains the biggest manufacturer of chocolate in products in the world. The company has other product portfolios and other famous brands like snack, dairy milk range, time out bars, milk tray, crà ¨me egg and crunchie. To ensure that the customers become aware of the new slimming chocolate bar that the company is introducing in the market, intensive market research need to be carried out(Stone Desmond, 2007). The type of market research methods Market research is simply the collection and analysis of data to ensure that the customer needs and wants are satisfied. Market research helps in decision-making and reduces the risk the Cadbury Chocolates Company may encounter when introducing the new slimming chocolate bar. Market research is vital in every business because the marketing executive learn about potential customers, potential competitors, consumer wants and consumer needs. Consumers have different tastes and preferences, which determine the needs and wants. Carrying a market research will help the company to establish a target market hence providing a focus for marketing activities. The company will also be able to estimate the correct amount of the new slimming chocolate bar to manufacture and supply in the market. The type of research methods that would be the most appropriate for the Cadbury chocolates to use will be the primary data. Primary data collection method is more focused and effective than the secondary research method. Primary research can be conducted by use of questionnaires, contacting consumers directly and carrying out general market observation (Grbich, 2004). There are various methods that can be used to conduct a primary market research and they are discussed below. Conducting Interviews This is the most common method that is associated with market research. The interview can be face-to-face, telephone or over the internet. The advantage of telephone interviews is that it can cover a wide geographical area and it is cheaper than face-to face interviews. On the other hand, face-to-face interviews are conducted between a market researcher and a respondent. Conducting market research using this method ensures that the researcher gets a lot of information. Face-to-face also allows the use of pictures and products that need to be introduced in the market. The Cadbury chocolate company can also use internet whereby individuals who access the company’s website are requested to fill electronic questionnaires (Stone Desmond, 2007). Mail survey In most countries, the most appropriate method to use for the collection of primary data is mail survey. The Cadbury chocolate company can design questionnaires and mail them to a number of respondents. To improve the level of response from the respondents the company may prompt or remind the respective respondents. Focus group A focus group is made up of respondents who are based together in the same room. The market researchers from the Cadbury chocolate company should work with the focus group to gather in depth qualitative feedback. The focus group can be composed of 20 to 30 respondents. Personal opinions, discussion and beliefs are encouraged and the market research will explore precise areas that are of interest to the Cadbury chocolate company. The area of interest in this case will be to hear the views of various respondents concerning the introduction of the new slimming chocolate bar onto the Australian market. This method is more effective because the research can be covered in depth. The researcher and the respondents have a chance to interact hence colleting the true personal opinions (Zikmund Barry, 2013). Product test The Cadbury chocolate company can display the new slimming chocolate bar to the market. Potential customers are given a chance to visit the store and their purchase behavior is observed and recorded. The market researchers will then contemplate the response of the customers towards the new slimming chocolate bar. The market executives will also learn more about the packaging of the product and the way the customers would like the product to be packaged (Zikmund Barry, 2013). Use of Diaries The Cadbury chocolate company can choose a number of customers and request them to complete a diary that lists and records their purchasing behavior on the new slimming chocolate bar at a specified period either weekly, monthly or annually. This method demands for substantial commitment from the respondent but it is very effective. After collecting this information, the company’s marketing executive will have a clear picture on the purchasing behavior of the customers (Adams Birn, 2004). The use of the above discussed market research methods is more effective than the use of secondary method of data collection. This is because primary data collection method provides the marketing executives with the clear and real picture of how customers will respond to the new slimming chocolate bar when it is finally introduced in the market. How the Cadbury Chocolate Company make use of Qualitative and Quantitative research? Justify your choices. Qualitative and quantitative researches are the two kinds of research employed in marketing research that will assist Cadbury chocolates to be successful in their new product. Quantitative and qualitative research will be useful since they come up with data that is valuable in understanding the needs of consumers. The usefulness of quantitative and qualitative research in Cadburys is discussed below: Qualitative research When trying to introduce a product into a new market qualitative research is very effective. This is because it assists in getting to know what is inside the customer mind. Cadbury chocolates will make use of Qualitative research as an exploratory research aiming at determining the consumer’s value and altitudes towards the new slimming chocolate bar. Through qualitative research, there will be an in depth understanding on the need of introducing the chocolate bar in the Australian market. Qualitative research will help to explain the purchasing logic, which explains why individuals will buy the product. This will be the basis of identifying the real market segments for customers who will purchase the product. The research will also help in understanding the behaviors of customers and how they will respond to the new product (Grbich, 2004). Qualitative research will also be a useful tool for determining the importance of the new product to a customer. In most cases, people are faced with difficulties of what to ask during the research but with qualitative research there will be a process, which identifies the issues and discovers what is important to customers and why. Since qualitative research relies on some interaction with the customer like observation, depth interviews and focus group a full range of responses will be given revealing areas that are either negative or positive. The research will also determine the ideas that generate a number of responses. This is very useful to the ongoing introduction of the product because new ideas concerning the product will be generated (Stone Desmond, 2007). Qualitative research is familiar in the market research business and companies make use of the focus group to test their products. Focus group in this case will help Cadbury test their products and explore if the chocolate bar they want to introduce in the market will meet customers’ needs. Focus group delivers data that is descriptive and very rich; views of the respondents concerning the new product are also gathered. Through the focus group, people who will be consumers share their insights since they have a lot of experience. Their attitude towards the product will also be examined and it will assist Cadbury venture in the new market (Zikmund Barry, 2013). Quantitative research The main reason for a business to conduct a quantitative research is to become aware of how people in a population share certain characteristics and ideas towards a certain product or service. Quantitative research is designed to produce reliable and accurate measurement that will allow statistical analysis. In their introduction of a new product in the market Cadbury will use quantitative research to measure the behavior, performance and attitude of their will be customers. They will become aware of the people who use their products and those who have interest in the chocolate bar that they will be introducing. Quantitative research is used to estimate the potential of a business and measures its size and the segments that exist in the market. This will assist Cadbury conducts the need assessment and understand human behavior towards the new product (Adams Birn, 2004). Quantitative research through advanced statistical techniques like regression, cluster analysis and correlation will be used to create models that predict the consumer’s opinion towards the new sliming chocolate bar. Since it is deeply rooted in the statistics and numbers data is easily changed. This will be effective in measuring product awareness, determining the market size and establishment of customer profiles. Prudent recommendations will be compiled since quantitative research involves a large sample size of customers who are surveyed. There is added advantage of making use of quantitative research because Cadbury will come up with projectable data that is essential in defining their long term strategy (Zikmund Barry, 2007). Quantitative research makes use of questionnaires that are administered to a large number of respondents. This is important because it allows some statistical analysis such as calculating the percentage or mean score. Through the questionnaires, Cadbury will be given a representative picture of what consumers think regarding the new chocolate bar. This means that there will be an understanding of the response of consumer’s towards the new product (Stone Desmond, 2007). Quantitative research makes use of survey to collect information regarding the customer’s views towards a product. Speaking to a large number of customers is effective because clear views are given. The survey can be repeated several times to monitor change in opinion regarding the new product. Face to face will work very well for Cadbury because an explanation is needed and the new product needs to be shown to the customer. Making a survey by use of telephone is also effective because it gives the customers a chance to give their views regarding the new product (Grbich, 2004).

SLP 3 OBT -Groups and Teams Essay Example | Topics and Well Written Essays - 500 words

SLP 3 OBT -Groups and Teams - Essay Example This usually motivates employees as their ideas are integrated or form a basis of operation in an organization. Allowing employees to make or contribute key decisions is another motivating factor. By making decisions employees feel appreciated and valued (Frey 12). Some leaders usually bear the burden of making key decisions alone. They forget that teamwork is key in any successful management. Some leaders cite that it is hard to make a team work together, and that inclusive decision making takes a lot of time. This is a fluke excuse. Teamwork brings to the table diverse ideas that can be integrated and used to further development strategies. Teams possess innate creativity that should be leveraged. Making employees work as a team brings out creative solutions to cumbersome problems. When employees work together, they learn new art and skills from each other. This brings out the best from individuals making them a better team. By working together and exchanging ideas, employees get motivated by learning diverse ideas that make them become better individuals at work (Frey 15-17). The employer should clearly define the vision and mission of the organization to the employees. Once the objectives get set, it becomes easy for employees to keep focus in achieving the set goals. Having a focus drives creativity and acts as a motivation to the employee because the employees work towards known target. Expectations and aims of the organization should be realistic and not far-fetched. The management or leaders should set standards and achievable expectations to the employees. Displaying trust and belief in the employees plays an important role in motivating them. After setting out clear objectives and goals, it is necessary to make the employees know that their capabilities get recognized. The recognition and belief of the employees capabilities gives them morale and inspiration to perform best. Leaders in an organization should encourage new

Resalt of Modeling of optical parameters for optimum collection of Essay

Resalt of Modeling of optical parameters for optimum collection of concentrated solar radiation for photovoltaic devices - Essay Example 6.13) Best power exists when the distance between the Fresnel lenses and the CPC equal to the focal length, unlike when the focal length is less than the distance (Partain & Fraas 318). The phenomenon occurs because of loss in the concentrated beam that falls on the CPC. Besides, focal point forms at CPC if focal length is longer than the distance. Therefore, change in the path of the incident beam results into loss of the beam (Fraden 164). First law of refraction highlights the if the distance between the Fresnel lenses and the CPC equal to the focal length, most of the beam will concentrated at exit aperture (Lindenfeld and Brahmia 241) Moreover, the experiment established acceptance angle. Adjusting the Angle of incidence beam on the Fresnel lens (Tilt About x), when the distance between the Fresnel lenses and the CPC equal to the focal length as showing below. Based on the experiment, we identified that power generated by the CPV system decrease with increase in the Incidence angle (Luque 89). Whereas, at a point where power equal to zero, the Incidence angle becomes the Acceptance angle, usually (4o). Hence, the system limits deviation of radiation falling more than three degrees (Fischer 140). As shown in Table

Summer Vacation Essay Example for Free

Summer Vacation Essay The summer i had was amazing. I did so many different things. I went to camp, went to USA, and went to the beach. I had so much fun. I just hope next summer is as exciting as this one. First of all I went to my camp with tons of my friends. (name of camp) was so much fun! I spent money on ______ and me and my friends did so much different things. The only problem is that i had to wake up early. That was a bummer. Secondly i went to USA. I woke up early, and took a long bus ride. That wasnt that fun. But i went to really nice places. (list a couple places and explain part of it) Last, i went to the beach with my family. I got a great tan! I love just sitting in the sand and soaking up the sun. I relaxed and it was really fun spending it with my family. I went swimming too. Of course its not as fun if i didnt go swimming, the water was so refreshing. In conclusion, my summer was so amazing and im really excited for next summer. The infamous â€Å"What I did on my Summer Vacation Essay†, I’m not sure I was ever assigned that one. Suddenly I see myself in Junior English. I was 16, flat chested, boyfriendless, wanting desperately to have the whole fitting popular feeling behind me. And it almost was, but only almost because there I was sitting in my name brand jeans thought I probably spent all my birthday money on. I am also pretty sure that I woke up at least an hour before school started to get my hair just right. I am still clueless with what to do with makeup but that never stopped me then. I wish I had had enough sense to throw on those old comfy jeans. The ones with the holes in them ( not on purpose), a soft t-shirt and pulled my hair into a ponytail†¦Ã¢â‚¬ ¦but that wardrobe would have to wait until college. But back to my 16 year old self, English was just a class. Not one I particularly looked forward to either. If anyone had asked my favorite subject I never would have said English. I dreaded the essays and sentence diagramming. I did look forward to the reading lists, although , I tried not to appear too eager. I complained as much as the rest as the class, but at home I read them. Cover to cover. Usually well before the deadline. I hated homework of read chapters one and two. I read books, like I later learned to drink beer. Fast until I finished. I couldn’t stop at the end of chapter two. I needed to know what happened like I needed another drink. And I liked the excuse to read, at this stage I of felt like I needed one. Reading was kind of cool for a while. Me and Ramona Quimby were the best of friends in elementary school. I also went through a slightly embarrassing Babysitters Club phase, but am pleased to report that the Sweet Vally High Twins and I never clicked. Sometime in junior high those books seemed babyish, and replaced with talking on the phone, listening to music ( really bad music I might add) and learning how to French kiss. So when we got our reading lists every year I dug in. So, back to the first week of English III. You already have most of the background, but what you don’t know is that I was more than a bit guarded. I didn’t like letting people in. Really in. Being vulnerable wasn’t exactly safe in my family and well not that safe for anyone in high school period. That being said I would have killed for our first writing assignment to be â€Å"what I did on my summer vacation†. Surely I would have written something amusing or satirical. I doubt I would have truly written about our beach vacation where more than likely my parents screamed at each other, I got 3rd degree burns and most of my family got drunk and passed out. Possibly even me. I can’t remember that summer in particular but they were all pretty much the same. Not to say there weren’t any warm memories from those summer beach retreats. Surprisingly there are many, but at 16 you kind of gravitate towards the bad stuff. The melancholy teenager hanging on to anything to give her a thick wall to build around herself. Yes, I would have written something light and clever and given it a really zingy title. I was well known for my zingy titles. Instead Mrs. Lampo asked us to write not one silly essay but a collection of private personal ones. I believe it was called a â€Å"me book†. I cringed as she described the assignment. Now, as a teacher I can see what she was trying to do. She wanted to get to know us. Who we were, what we liked, how we wrote, how to reach us. The problem was, I was 16 and she was one of them. A grown up. A teacher. A mom of a kid in our class. She was not to be trusted. How could I write all these essays on who I was, my strongest influences, the things I was most proud of etc.. Maybe later in the year. Maybe by April or something when we had a chance to feel each other out. Not now. Not the first week. I can picture her clearly. She was about my mom’s age. Short, with short dark hair. She was always very smartly dressed, much more stylish than my mom and with her toes perfectly pedicured. She always seemed a bit shifty to me. She had this large mole on her face that I couldn’t help but stare at as she lectured. It was about the size of a dime and I swear it got bigger as the year went on. It has made me really self councious about my own mole. I keep thinking about having it removed all because of the time I spent making fun of hers in the 11th grade. She was probably a pretty good teacher, although she made me uneasy. Usually good teachers fall into one of two categories: cold, hard and feared, but eventually that fear turns into respect and the cold starts to warm. This would be Mrs. Holmes my 6th grades science teacher and first F I ever received on a test. Next would be the warm and encouraging type. You learned so much simply because you wanted to please them. This would be my 10th grade English teacher, Mrs. Prejean who introduced me to Anne Sexton on the first day ( no damn summer vacation essays from her either). I wouldn’t have memorized that ridiculously long Friends, Romans, Countrymen speech for anyone else. Mrs. Lampo didn’t quite fit into either category. I suppose she was hard, but not especially challenging. I didn’t warm to her, nor did I truly respect her. I did, however, like to argue with her. This was her fault of course. She introduced our poetry unit with this long flowery speech about how no opinion or interpretation of a poem could be wrong. There were no dumb questions or bad observations. Once again, as a fellow educator I can see what she was trying to do. She wanted to create a safe atmosphere for us to speak up and discuss. The only problem with that was she announced to my class that my observation was dead wrong only 15 minutes after her flowery speach. I didn’t burn with shame, instead I took it as a challenge. Maybe this challenge was just what I needed to motivate me to prove myself to her academically or maybe all it motivated me to do was toilet paper her house and leave an egg in her mailbox with a threatening note about Thoreau. Back to my first week assignment†¦These personal essays had a cold fearful grip on me. Usually my writing process involved mulling the topic over for a bit and then pouring it all out on paper the day or so ( or occasionally the period) before it was due. I didn’t proofread or spellcheck. I finished them in a flurry and handed them in. I think I was afraid if I gave them a proper reading I would be too embarrassed to even have them graded. My spelling was not something to be envied. I never quite got a great grasp on grammar either. To this day I couldn’t tell you what a gerrand is. I somehow managed to get As, although my papers were usually heavily marked with red.. These essays were different. I was supposed to reveal something about myself. To her. To someone who could be my mother†¦and that would be the last person I wanted to be unguarded around. Sometimes I still feel that way. I briefly just considered making it all up. Some fictional crap that would satisfy her little assignment and still get me a good grade. It might even be fun, making things the way I wanted them to be instead of how they were. I also considered doing what I usually ( yes still) do when I am a bit uncomfortable and guarded†¦being funny. Writing decent essays, but not digging in. Keeping them on the surface and full of satire. The struggle was I couldn’t do either. It felt like I would be cheapening it somehow. I didn’t trust this Mrs. Lampo or her mole. It was still too early to tell if she would earn my respect, but I realized the writing already had. That it didn’t just get to scratch the surface or be passed off as a joke. That it was bigger than my fear. So I did it. I wrote about my fears and my hopes and my proudest moments. I put it all on paper and fearfully turned it in. Who it was this 16 year old girl thought she was. I saved one of those essays. I think it is in my high school box up in my parent’s attic. I did get an A. I can’t remember if it was really any good or not. I didn’t sign up to be my high school newspaper editor or go on to pursue a degree in journalism. I didn’t spend all my free time writing short stories instead of watching 90210, but it did teach me that this writing stuff was real. It had to be vulnerable, and it was most certainly to be respected, big hairy mole and all.

Georg Cantor :: essays research papers

Georg Cantor I. Georg Cantor Georg Cantor founded set theory and introduced the concept of infinite numbers with his discovery of cardinal numbers. He also advanced the study of trigonometric series and was the first to prove the nondenumerability of the real numbers. Georg Ferdinand Ludwig Philipp Cantor was born in St. Petersburg, Russia, on March 3, 1845. His family stayed in Russia for eleven years until the father's sickly health forced them to move to the more acceptable environment of Frankfurt, Germany, the place where Georg would spend the rest of his life. Georg excelled in mathematics. His father saw this gift and tried to push his son into the more profitable but less challenging field of engineering. Georg was not at all happy about this idea but he lacked the courage to stand up to his father and relented. However, after several years of training, he became so fed up with the idea that he mustered up the courage to beg his father to become a mathematician. Finally, just before entering college, his father let Georg study mathematics. In 1862, Georg Cantor entered the University of Zurich only to transfer the next year to the University of Berlin after his father's death. At Berlin he studied mathematics, philosophy and physics. There he studied under some of the greatest mathematicians of the day including Kronecker and Weierstrass. After receiving his doctorate in 1867 from Berlin, he was unable to find good employment and was forced to accept a position as an unpaid lecturer and later as an assistant professor at the University of Halle in1869. In 1874, he married and had six children. It was in that same year of 1874 that Cantor published his first paper on the theory of sets. While studying a problem in analysis, he had dug deeply into its foundations, especially sets and infinite sets. What he found baffled him. In a series of papers from 1874 to 1897, he was able to prove that the set of integers had an equal number of members as the set of even numbers, squares, cubes, and roots to equations; that the number of points in a line segment is equal to the number of points in an infinite line, a plane and all mathematical space; and that the number of transcendental numbers, values such as pi(3.14159) and e(2.71828) that can never be the solution to any algebraic equation, were much larger than the number of integers. Before in mathematics, infinity had been a sacred subject. Previously, Gauss had stated that infinity should only be used as a way of speaking and not as a mathematical

Discuss the extent to which Consumer Law achieves its objectives Essay

The most efficient way for consumers to get what they want is through the ‘market’, not the government, but businesses have more power than their customers. Some businesses can and will use abuse this power and cheat and steal from consumers to make money. Because of this, the government regulates the behaviour of businesses to have a market economy that functions properly. These laws mainly protect consumers against; misleading/deceptive representations, unconscionable conduct, unfair contracts, and unsafe goods and/or services. To protect consumers, different legal and non-legal approaches have been taken. Statutory protections by the government, like the Australian Consumer Law (ACL) and the National Credit Code (NCC), and by the state, like the Fair Trading Act 1987 (NSW) and the Contracts Review Act 1980 (NSW), help regulate businesses and protect consumers. Under section 29 of the ACL, businesses are prohibited from making false claims about their products and/or services. In the ACCC v. Harvey Norman 2012 case, 4 Harvey Norman stores were found guilty of making false or misleading representation regarding consumer guarantee rights. The misrepresentations were made orally by sales people in the store. The Court recognised the issues and penalised the stores, issuing fines and ordering them to display in-store signs displaying corrective notices and implement a consumer law compliance program. Out of the four stores, two of them ceased trading in May 2013. This demonstrated how effective the consumer law achieves its objectives. Independent governmental statutory agencies also help in enforcing the ACL and help to bring attention to businesses that are not complying with the law and help to fix the problem. An independent statutory body called the Australian Competition and Consumer Commission (ACCC) aims to make markets work for consumers, now and in the future. The ACCC helps to keep the market safe and fair for consumers. A major business brought to the attention of the ACCC was found to be making misleading claims. Coles claims and advertises that its bread is ‘baked today, sold today’ and ‘freshly baked in-store’. It was found that the bread was not, in fact, baked in Australia,  but partially baked months earlier in overseas factories. Coles accepted a guilty verdict and claimed that new packaging was already being produced. Coles could face fines of up to $1.1 million per breach. This demonstrates how effective the ACCC is in enforcing the ACL but penalties may not be harsh er enough. For a large business, like Coles, $1.1 million is not that much of a penalty compared to the profits it makes. Non-statutory protections to help the ACL in achieving its objectives can be just as effective as statutory protections. One protection is the media. The media is a very powerful tool and can wreak havoc on the profitability of a business. To stay out of the harsh spotlight that is the media, businesses tend to ‘straighten out’ really quickly if found to be in breach of a section of the ACL. This helps to protect consumers to the degree that it makes businesses comply with the law quickly but it doesn’t stop them from doing it to stat with until they get caught. Another non-statutory measure in protecting consumers is through External Dispute Resolution Schemes (EDR). An example of an EDR is the Financial Ombudsmen Service (FOS) which helps to protect consumers in matters regarding credit loans. The FOS is a cheaper, faster way of reaching a solution to a conflict between a consumer and a business. These solutions have been unbiased, 50% benefiting the consumer and 50% benefiting the business. Rather than taking a business to court, a consumer can go to a FOS where a solution can be reached quicker and cheaper but this decision is final, regardless of which party it benefits. This non-statutory body is very effective in protecting consumers from businesses to the extent that it reaches an unbiased solution but an issue has already occurred. There are statutory and non-statutory measures taken to protect consumers and the market economy. Statutory measures like the ACL (Cth), NCC (Cth), Fair Trading Act 1987 (NSW), and the Contracts Review Act 1980 (NSW) create laws and regulate businesses. Different non-statutory bodies, like the media and EDR schemes (e.g. FOS), help to enforce the laws made by the state and government.. Together, they help to achieve the objectives of consumer law in protecting consumers against misleading/deceptive representations,  unconscionable conduct, unfair contracts, and unsafe goods and/or services.