Fear Appeals


Companies sometimes use fear appeals in attempting to motivate customers to action. The underlying logic when using fear appeals is that fear will stimulate audience involvement with a message and thereby promote acceptance of message arguments. The appeals may take the form of social disapproval or physical danger. For example, mouthwashes, deodorants, toothpastes, and other products make us aware of the social disapproval we may suffer if our breath is not fresh, if our underarms are not dry, or if our teeth are not white.

Aside from the basic ethical issue of whether fear should be used at all,  the fundamental issue for marketing communicators is determining how intense the fear presentation should be.

When using fear appeals, advertisers stand a greater chance of converting numerous of a product to its use than of convincing consumers to switch brands.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Project Management


A project is any group of activities with a common goal, for which we try to control costs, resource usage, completion time, and quality of the output. However, large (one-time or multiple) projects in the range of millions to hundreds of millions of dollars are more common and undoubtedly have a larger total economic impact. Examples include new plants, schools, office buildings, research programs, some types of electronic research and development, bridges, and highways. Projects in the thousands to one million dollar range are even more numerous and include building houses, remodeling offices, modernizing wiring and plumbing, establishing a small PC cluster, and so on. Small and very small projects are too numerous to try to catalog. For example, getting to work in the morning can be considered a project, with such activities as shower, brush teeth, put on shoes, dry hair, and so on.

 Project management is a broad multi-level activity which involves strategic planning, middle- and short-term planning, scheduling, and control. We will first give a broad introduction to project management at all levels from strategic planning to control. Next we present the foundation of project scheduling without considering resource constraints. Then we consider the case of project scheduling with resource constraints from several points of view. Finally we discuss broader issues surrounding scheduling such as project design and strategic project control.

 Most of the formal work in project management has focused on large one-time projects. Project management tends to be a very involved process, requiring the careful coordination of experts in a number of areas. It is important that the individual parts of the process be carefully organized. It requires developing and manipulating a great deal of data and reports. The scheduling and control portion of project management have benefited greatly from the PC revolution.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Connoting Business Opportunity


What is being offered with businesses is usually an idea which may work, depending on your business or sales abilities. It is up to you to establish an area or your clientele. You are usually provided with the tools, such as the vending machines, the inventory, or the samples and the business opportunity. For this, you will pay a price—the rest is up to you.

Many of the businesses will present you with an idea that is made to sound so exciting and profitable, you can’t wait to sink your teeth into it. Caution! Do not proceed or pass go without sound, professional accounting advice. Remember: you are usually buying an unestablished business using someone else’s ideas, for which you may be paying too much. You are starting from scratch, and those promises of big money usually don’t pan out. Warning! You must be especially diligent about so-called business opportunities that offer huge, quick returns. There are people who are ready to take your money and run, or sell you a business that is either non-profitable, not quite legal, or makes money for no one but the vendors. You have to reach not only the market, but the business, the business owners, and the history of the products they are selling. Before making any final decisions, consult with a lawyer and have an appropriate agreement for sale drawn up. If problems arise between you and the vendor your agreement will become a valuable document in court.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight