Definition and Examples of Conceptual Blending

Conceptual blending refers to a set of cognitive operations for combining (or blending) words, images, and ideas in a network of mental spaces to create meaning. The theory of conceptual blending was brought to prominence by Gilles Fauconnier and Mark Turner in The Way We Think: Conceptual Blending and the Minds Hidden Complexities (Basic Books, 2002). Fauconnier and Turner define conceptual blending as a deep cognitive activity that makes new meanings out of old. Examples and Observations Conceptual Blending Theory assumes that meaning construction involves the selective integration or blending of conceptual elements and employs the theoretical construct of conceptual integration networks to account for this process. For example, the process of understanding the sentence In the end, VHS delivered a knock-out punch to Betamax would involve a basic network consisting of four mental spaces . . .. This includes two input spaces (one relating to boxing and another to the competition between rival video formats in the 1970s and 1980s). A generic space represents what is common to the two input spaces. Elements from the input spaces are mapped to each other and projected selectively into the blended space, to derive an integrated conceptualization where the video formats are seen as being engaged in a boxing match, which VHS eventually wins.Blending Theory can be seen as a development of Mental Space Theory, and it is also influenced by Conceptual Metaphor Theory. However, u nlike the latter, Blending Theory focuses specifically on the dynamic construction of meaning.(M. Lynne Murphy and Anu Koskela, Key Terms in Semantics. Continuum, 2010)To monitor public opinion, and to sway it, Time Warner had, in November, launched a campaign called Roll Over or Get Tough, which asked customers to visit a Web site of the same name and vote on whether Time Warner should give in to their demand for massive price increases or keep holding the line. Eight hundred thousand people had done so. (Ninety-five percent of them thought that Time Warner should Get Tough.)Mark Turner, a professor of cognitive science at Case Western Reserve, explained that Time Warner’s use of the forced-choice device was wise from the standpoint of behavioral economics. In order to make choices, people need their options narrowed in advance.Turner saw other cognitive precepts at work in the Roll Over campaign. He explained, The purpose of the ad is to try to get you off your duff and rea lize, Hey, the situation around me is changing, and I better take action. And the campaign’s militaristic echoes, You’re either with us or against us, incorporated, Turner said, a technique called blending, in which a rhetorician exploits what is already in people’s minds. Everybody’s got terrorism on the brain, so if you can have a little hint of that issue in your advertising about cable service: great!, he said.(Lauren Collins, King Kong vs. Godzilla. The New Yorker, January 11, 2010)[B]lending theory can address the meaning of construction in metaphorical expressions that do not employ conventionalized mapping schemes. For example, the italicized portion of this excerpt from an interview with philosopher Daniel Dennet involves a metaphorical blend, Theres not a thing thats magical about the computer. One of the most brilliant things about a computer is that theres nothing up its sleeve, (Edge 94, November 19, 2001). The input domains here are Computer s and Magicians, and the blend involves a hybrid model in which the computer is a magician. However, the connection between these two domains arises purely from the context of this example, as there is no conventional COMPUTERS ARE MAGICIANS mapping in English.(Seana Coulson, Conceptual Blending in Thought, Rhetoric, and Ideology. Cognitive Linguistics: Current Applications And Future Perspectives, ed. by Gitte Kristiansen, Michel Achard, Renà © Dirven, and Francisco J. Ruiz de Mendoza Ibà ¡Ãƒ ±ez. Mouton de Gruyter, 2006) Blending Theory and Conceptual Metaphor Theory Similarly to conceptual metaphor theory, blending theory elucidates structural and regular principles of human cognition as well as pragmatic phenomena. However, there are also some noteworthy differences between the two theories. While blending theory has always been more oriented toward real-life examples, conceptual metaphor theory had to come of age before it was put to the test with data-driven approaches. A further difference between the two theories is that blending theory focuses more on the decoding of creative examples, whereas conceptual metaphor theory is well known for its interest in conventional examples and mappings, i.e. in what is stored in peoples minds. But again, the difference is one of degree and not an absolute one. Blending processes can be routinized and stored if their outcome proves to be useful on more than one occasion. And conceptual metaphor theory is able to explain and accommodate novel figurative linguistic expressions as long as they are compatible with the more general metaphorical makeup of the human mind. Another, perhaps somewhat less important difference lies in the fact that while from the start conceptual blending has pointed to the importance of metonymic construals and thinking for cognitive processes, the conceptual metaphor paradigm has long underestimated the role of metonymy.(Sandra Handl and Hans-Jà ¶rg Schmid, Introduction. Windows to the Mind: Metaphor, Metonymy, and Conceptual Blending. Mouton de Gruyter, 2011)

The Use of the Supernatural in Macbeth by William Shakespeare

The Use of the Supernatural in Macbeth by William Shakespeare In this essay I am going to explore the use of the supernatural in the play Macbeth, written by William Shakespeare. This is going to be done by showing how much power the supernatural elements had and how it influenced peoples mind. The supernatural elements are the use of the witches, the dagger, Banquos ghost and the apparitions in the play. Firstly, the use of the witches in the play is a key element in the supernatural. When the play was written in 1600, people in those days believed in things like the witches and they also believed thought that the power and knowledge of the future came from the devil. All this shows why†¦show more content†¦Come, you spirits that tend on mortal thoughts, unsex me here. Come to my womans breasts for gall (Act 1 Scene 5), her soliloquy shows that she relied on the supernatural by asking for the spirit to get rid of her natural feelings of concern by making her cruel. The interference with the supernatural might cause her to be possessed by ghost when she goes mad and sees blood on her hands. As Macbeth awaits for the signal to make his way up to the stairs, he sees floating dagger and said Thou marshalst me the way that I was going; and such an instrument I was to use. Theres no such thing. It is the bloody business which informs (Act 2 Scene 1). Here Macbeth begins to question whether his mind playing tricks on him or there is presence of evil that put the dagger which being covered with blood. This shows that there is interference of supernatural that leads Macbeth towards the Duncans chamber to do the murder. The dagger symbolizes the point of no return for Macbeth. If he chooses the path in which the dagger leads, there will be no turning back. After Macbeth did the murder, he becomes a king. Although he has already achieve his goal to be a king, he begins to be greedier to not let the Banquos prophecy of being father of kings come true because he thinks he has put a great effort to reach theShow MoreRelatedThe Ultimate Downfall of Macbeth Due to Guilt 842 Words   |  3 PagesIn the play Macbeth by William Shakespeare, Macbeth’s ultimate downfall is due to the guilt he feels over everything he has done. The motif of supernatural forces, specifically the hallucinations and lack of sleep that Macbeth experiences, project the force of the guilt that eventually causes Macbeth’s destruction. Shakespeare uses the motif of supernatural forces to express how the force of the guilt Macbeth feels eventually leads to his final demolition in the play Macbeth. The recurring supernaturalRead MoreMacbeth Themes899 Words   |  4 Pages â€Å"What are the major themes in Macbeth† By Connor Maguire William Shakespeare’s Macbeth a play complete with many themes and viewpoints. 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The supernatural that lingers over Macbeth has a vitalRead MoreSupernatural Soliciting Within Shakespeare s Macbeth1728 Words   |  7 PagesNovember 6th, 2017 Supernatural Soliciting within Shakespeare s Macbeth Shakespeare’s Macbeth is broadly known as a cursed play by a myriad of individuals globally. Given its appalling history of death and disorder, as well as the supernatural elements present within the play, many have come to the latter conclusion. To add, Macbeth is also a tragedy, adding more malediction to the already allegedly accursed play. To create such a tragic, ill-fated play, Shakespeare uses a vast variety ofRead MoreMacbeth - Supernatural Theme809 Words   |  4 PagesThe presence of supernatural forces in William Shakespeare s, Macbeth, provides for much of the play s dramatic tension and the mounting suspense. Several supernatural apparitions throughout the play profoundly affect Macbeth and the evil forces eventually claim Macbeth and destroy his morals. Macbeth s ambition was driven by the prophecies of the three witches and unlike Banquo, he was willing to do anything to assure that they actually transpire. Macbeth is horrified at the notion of killi ngRead MoreAnalysis Of The Tragedy Of Macbeth1207 Words   |  5 Pages The ‘Tragedy of Macbeth’ (also known as ‘Macbeth’) is a play written by William Shakespeare and it was first performed in 1606. This play presents plenty of themes through the action and dialogue throughout the play. Although the play is universally and most commonly referred to as the dark tragedy presented by Shakespeare. The most common themes that were introduced to the audience tend to be femininity versus masculinity, pride and honor, the role of supernatural, temptation and evil and a lotRead MoreMacbeth Literary Essay : Fair Is Foul And Foul Is Fair1297 Words   |  6 PagesMacbeth Literary Essay: â€Å"Fair is foul and foul is fair† In the play Macbeth by William Shakespeare, the characters are often mislead by the impression of reality. The quote â€Å"fair is foul and foul is fair† (Shakespeare 1.1.12), is said by the three witches. This quote is very significant, as it is an elaborate theme throughout the play. Also, the word fair means good, and foul means evil. Fair is foul and foul is fair is a theme that demonstrates how appearances often differs from reality. This

Introduction to Statistics Free Essays

Random Sample: each member of the population has the same chance of being selected Representative Sample: characteristics should represent those of the target population without bias Observational Study: no intervention by the investigator, no treatment imposed Experimental Study: Investigator has some control over the determinant Variables: Categorical – each observation falls into a feline number of groups Nominal: named variables with no implied order e. G. Personality type Ordinal: grouped variables with implied order e. We will write a custom essay sample on Introduction to Statistics or any similar topic only for you Order Now G. Veil of education Continuous – measured variables Discrete: take discrete values e. G. Number of children Numerical: can assume any value within a certain range/elemental e. G. Height Types of Designs: True experiment: researcher has potential to randomly allocate observations to conditions Quasi-experiment: demonstrate a relationship between an IV/DVD researcher makes use of naturally occurring groups, can’t make cause and effect statements Non-experiments (correlation design): question If there Is a relationship between variables, can’t make cause effect statements Between groups: two groups being compared on some outcome measure Within-subjects: participants experience each condition of an IV, with measurements of some outcome taken on each occasion Extraneous variables: variable present In an experiment, which might Interfere with the relationship between IV DVD Confounding variables: mediating variable that can adversely affect the relation between IV/DVD Internal validity: extent to which a casual relationship can be assumed between IV DVD. External validity: degree to which you can generalize the results of your study to mom underlying population T-test One sample t-test – A: data should arise from a normal population Paired t-test -A: must be independent, arise from a normal distribution populations of same spreads Independent sample – A: normally distributed, homogeneity of variances, independence of the observations Correlation/Regression – A: the relation in the population is linear, the residuals in y have a constant standard deviation and the residuals arise from a normal distribution detests of good fit and test of independence – A: expected count has to be larger than five How to cite Introduction to Statistics, Papers

Performance Driven Marketing-Free-Samples for Students-Myassignment

Question: Critically evaluate the proposition that Digital Marketing has replaced traditional Marketing in Strategy Management. Answer: Introduction With the advancement of technology, contemporary business organizations are more inclined towards adopting digital marketing tools towards promoting their products and services. Traditional marketing tools are mostly related to make customers aware regarding the products and service (Tiago and Verssimo 2014). Digital marketing tools have gone far beyond just customer awareness and focus more on customer interaction for gaining increasing customer insights (Lamberton and Stephen 2016). Therefore, digital marketing tools are more effective in providing customized value to the customers than those of traditional marketing tools. This study will critically evaluate the proposition that digital marketing has replaced traditional marketing in strategy management. The study will evaluate this proposition from various aspects of strategy development in organizations. Moreover, the study will also provide some examples for demonstrating the effectiveness of digital marketing tools over the tr aditional marketing tools. Discussion With the advancement in the technology, digital marketing and social media have significant influence on the life of people. Digitalization and social media are at every sphere of peoples life. With the popularity of digitalization, digital marketing has gradually replaced traditional marketing in terms of strategy development in an organization (Taiminen and Karjaluoto 2015). Marketing and strategy development in todays contemporary organizations are not easy job. It needs huge market research, information about changing customer needs, promotion of products and services with shortest period, fostering unique product information through unique channels and lots more. Any strategy formulation needs enough interaction with the customers for identifying their core needs. According to Stone and Woodcock (2014), in traditional marketing, there was very little interaction between the medium used and the customers. Moreover, the intension of traditional marketing was just to provide information to the customers regarding the existence of the brand. However, it was quite difficult for the organization towards understanding the perspectives of the customers regarding the brands. On the other hand, Karjaluoto, Mustonen and Ulkuniemi (2015) digital marketing is extremely beneficial for increased interaction with the customers and understanding the insights of the customers. Apart from just making the customers aware about the products and service, digital marketing can also help the organization towards getting the feedback of the customers regarding the product experience. In this way, digital marketing has actually increased the customer value, as it provide scope to the customers in sharing their experience with the customers. Franco et al. (2014) pointed out that unlike the traditional marketing, in digital marketing, the customers can also share their suggestion over the product improvement. In this way, contemporary organizations can better modify their products and service offerings as per customized needs. It facilitates the organizations towards gaining competitive edge over the rival organizations through formulating customized product strategy. While considering the example of Four Star Pizza, it can be seen that the organization uses digital media marketing for gaining deep insights about the customers regarding their foods. Based on the feedback of the customers, the organization constantly modifies their foods as per customized and preferred tastes of the customers. Such unique customer value facilitates the organization towards gaining competitive advantage over its rivals (Tome and Snoj 2014). Therefore, recently, this organization is much more concentrated on their digital marketing effusiven ess rather than focusing on traditional marketing. Therefore, digital marketing has gradually replaced traditional marketing in regards to strategy development. From the global study, it can be seen more than half of the world use digital media tools for accessing information. In such situation, digital media is the best tool for marketing the products and services with increased exposure of brands to the customers. People all around the world are quite busy in their work life. Wedel and Kannan (2016) stated that people in todays world do not have much time to watch or listen to product or service advertisement over radio, television or any print media. Therefore, traditional marketing is less effective in effective brand exposure to todays customers. However, Vsquez and Escamilla (2014) opined that people are always engaged with digital media either for the purpose of their work or anything else. Moreover, with high level of digitalization, todays customers are more inclined to search for product and service information through digital media tools like social media, emails, websites, video hosting, mobile SMS and others. Moreover, digital m arketing also direct the customers directly to the company websites, where they can access detailed information regarding the products and services. In this way, contemporary organizations can also access the customer visit rate of the websites and understand the popularity of the brand for strategy formulation. Unlike the traditional marketing, in digital marketing, organizations can see their business or product status in real time. According to Jrvinen and Karjaluoto (2015), digital marketing allows the contemporary organizations to oversee the factors, which is not working properly and need quick improvement for better business result. Moreover, modern business organizations can measure the popularity of their brand through measuring the traffic of their websites. As per Levy and Gvili (2015), contemporary organizations can easily measure the traffic of their websites using Google Analytics for measuring specific goals of the websites, blogs and other packaged e-mail marketing solution. The organization can also measure the amount the people opening, reading and converting from the e-mails. Strm, Vendel and Bredican (2014) stated that digital marketing is the best tool for simply measuring the success of the business and making any improvement over the strategy for gaining sustained competitive advantage. In this way, after measuring the brand popularity over the digital media, the organizations can quickly adopt improvement strategy for modifying their brand features for providing unique customer value. In this way, digital marketing has gradually replaced traditional marketing for making more customized business strategies. While considering example of Butlers Chocolates Company in Ireland, the organization uses digital media for getting more interaction with the customers. Moreover, with the help of digital media marketing tools, the organization simply measures the popularity of the chocolate products and makes immediate modification after getting any significant suggestions from the customers (Taneja and Toombs 2014). Such customer concerns through digital media to ols have built the foundation of the business success of this organization. Traditional marketing tools were limited within their era. According to Rani and Rani (2017), in traditional marketing tools, customers were nowhere provided with the scope to refer their preferred brand to mass of their friends and close circles. Therefore, promotional strategies were limited mostly to the individual level of the individual customers. However, Killian and McManus (2015) opined that digital marketing tools always facilitate the contemporary organizations in making their brand promotional messages viral. Moreover, the social media tools like Facebook, Twitter, Youtube and others provide options to the customers towards sharing the information of their preferred products and services to their closed friends. In this way, unlike the traditional marketing tools, digital marketing tools go beyond the individual levels of the customers and make the brand promotional message viral (Stone et al. 2016). In this way, contemporary business organization can perfect manage their promotional strategies through digital marketing tools by replacing the traditional marketing tools. With the globalized nature of businesses, it is almost impossible for the organizations and its marketers to walk around world personally and collect insights about the customers. Furthermore, Abashidze (2017) pointed out that traditional print media marketing and radio, television and billboard advertising was quite ineffective to communicate important information about the products and services to the global customers in real time. In such situation, digital marketing tools are quite effective to reach information product and service information to the customers in real time. Bianchi and Andrews (2015) opined that organization can communicate their important information to the global customers with a fraction of time. Such real time communication of the information to the customers actually enhances the value of the information. On the other hand, Ahuja (2015) opined that traditional marketing tools could not guarantee communication of important information to the customers in real time due to breakthrough in communication channels. However, digital media tools are less influenced any through in communication channels. Therefore, such marketing tools are quite effective in providing real time product and service information to the customers, which manages the right value of the promotional messages. Cost is an important factor to be considered, which has replaced traditional marketing tools with the usage of digital marketing tools. According to Ribn, Monroy and Ortega (2017), traditional marketing tools were quite expensive and the design of traditional marketing media used to increase the overall organizational cost for managing the promotional strategies. Moreover, the advertising channels like television, radio, Yellow Pages, magazines require enough investment from the part of organizations for regularly updating and designing the promotional contents. On the other hand, Kleppinger and Cain (2015) opined that digital marketing tools sometimes needs little investment for updating the digital media pages. However, such investment cost is quite less than those of traditional marketing tools. Moreover, the organization can easily create an e-mail account, social media account, You-Tube pages within fraction of time and without spending much amount of money. In this extent, trad itional marketing methods like television advertisement, radio advertisement, billboards and other is quite expensive and needs huge investment for its perfect design and development. Gottlieb and Bianchi (2017) stated that Contemporary business organizations can develop online marketing strategies with very little cost than traditional marketing strategies. Therefore, digital marketing tools can effectively develop promotional tools for communicating product and service information with much lesser cost than those of traditional marketing tools. Hence, digital marketing tools have gradually replaced the traditional marketing tools in developing and managing promotional strategies. While considering the example of Aer Lingus, the organization has recently given major focus on the digital marketing tools for reducing their overall promotional cost. Moreover, the organization is quite successful in reducing the cost of overall promotional strategies. Furthermore, the organization is now more capable of reaching worldwide customers with lesser time, which enhances the value of the information in real time frame (Earley and Maislin 2016). Furthermore, the cost effecti veness of digital media is also insisting the organization towards replacing the traditional marketing tools with digital marketing tools for its strategy management. Most of the contemporary organizations are ramping up their brand and business on digital marketing campaign, using different channels. Hence, digital marketing tools are quite effective in knowing and understanding the core unique value of the competitor organization. According to Opreana and Vinerean (2015), digital marketing tools are quite effective in identifying and recognizing the core and unique value of the competitor organizations. In such situation, traditional marketing tools are less effective in recognizing the unique attributes of the competitors with limited brand exposure. Killian and McManus (2015) pointed out that with increased brand exposure, digital marketing tools facilitate the organizations to have a look on their competitors strategies and plan accordingly for gaining competitive advantage over their competitors. In this way, digital marketing tools are quite helpful over the traditional marketing tools in gaining competitors information and formulating comp etitive strategies towards beating the competitors. Furthermore, Karjaluoto, Mustonen and Ulkuniemi (2015) opined that real time results from the digital marketing tools facilitate the contemporary organizations in better understanding the competitive scenario in the market. Therefore, the organizations can easily track any limitations in their strategies and improve those strategies towards beating the competitive pressure generated from the competitors. Having a dominant and optimized online presence on digital media through smartphoneand tablets, contemporary organizations can easily influence the buying behavior of the customers. According to Franco et al. (2014), almost 82% of the mobile searchers around the world check on the in-store purchase using their phones. Furthermore, almost 65% of people look for most valuable and accurate information to their queries through the usage of digital media. 33% of mobile users ultimately purchase products and services from different brands than they have in mind because of the information listed. Therefore, it can be said that digital media is quite effective in managing the strategies of customer attraction. On the other hand, Tome and Snoj (2014) stated that traditional marketing tools are ineffective to provide detailed information to the customers. Therefore, such marketing tools are not much effective towards influencing the purchasing behavior of the customers. The limited information provided through the traditional marketing are less influential on customer attraction strategies. Digital marketing tools directly direct the customers towards the main websites of the customers, where they can access detailed information regarding the products and services. Such detailed information provides clear and accurate ideas of products and services to the customers, which lead them towards taking purchasing decisions. In this way, digital marketing tools are quite effective than traditional marketing tools for managing the promotional strategies and attracting customers. Strong digital marketing strategies allow diverse business organizations towards competing with each other on similar line of the sizes. A well structured and reputed website design, which entitles smooth journey for the customers, can be unparallel in promoting the products and services. According to Lamberton and Stephen (2016), traditional marketing tools can be high expensive for the small scale businesses towards promoting their products and services. On the other hand, Vsquez and Escamilla (2014) opined that designing an attractive website can be less expensive for the small scale customers than those of traditional marketing strategies. Moreover, small scale organizations can use same digital media tools and techniques towards competing with the big companies in the same market. Moreover, well designed and developed websites facilitate organizations towards attracting the customers in visiting the products and services. Furthermore, Wedel and Kannan (2016) stated that websites having easy interface assist the organizations in selecting their products and services effectively and order for those products and services. Therefore, unlike the traditional marketing tools, digital marketing tools like attractive websites help even the small scale organization towards beating the large scale organizations. In this way, digital marketing assists in better maintain the competitive strategies. With such advantage of digital marketing, it has gradually replaced the traditional marketing tools. While considering the evidence from GoCar Company in Ireland, it can be found that the organization has attractively designed its websites for easy interaction with the customers. Such attractively designed websites of the organization provides detailed car service information to the customers to the customers. Such precisely constructed websites and detailed information encourage the customers toward taking purchasing d ecisions (Taiminen and Karjaluoto 2015). Therefore, the organization can effectively maintain its competitive strategies over the competitors for gaining competitive advantage. Tradition marketing tools are limited in direct interaction with the customers. Moreover, traditional marketing is only concerned with making the customers aware of the existence of the brands. As per Wedel and Kannan (2016), traditional marketing tools are restricted in gaining inner perspectives of customers with lack of direct interaction with customers. Therefore, organizations are incapable of knowing the information about the brand preferences. Moreover, in traditional marketing, customers are mostly avoided and their concerns are not given much priority. In this way, ignorance of customer concerns actually leads to customer dissatisfaction. On the other hand, Taiminen and Karjaluoto (2015) opined that digital marketing tools like websites and e-marketing even have live chat options for the customers. Such live chat options in the digital marketing tools facilitate the customers in resolving their queries in details. Furthermore, the customers can also provide their feedback on these live chat options regarding the brands. Stone and Woodcock (2014) stated that the customers can also communicate their complaints over these chat options for getting immediate solutions. In this way, organizations can better provide importance to the customer concerns for getting resolving their issues before those issues become the reasons for customer dissatisfaction. Therefore, digital marketing tools are more effective than the traditional marketing tools in maintaining customer retention strategy towards retaining customers for longer time. In this way, digital marketing strategies have replaced the traditional marketing strategies in terms of developing customer retention strategies. According to Tome and Snoj (2014), digital marketing tools are quite effective than those of traditional marketing tools in promoting attractive discounts and offerings in real time. With the limitation of time, customers can often skip the promotional advertisement on their television, radios and newspapers. However, Taiminen and Karjal uoto (2015) opined that most of people are becoming highly tech savvy in the todays world. Therefore, it is easier to persuade the customers with the attractive discounts and offerings with greater exposure in the digital media sites. In this way, digital media facilitates the organization in managing their customer loyalty strategies. Such facilities of digital media marketing have ultimately replaced traditional medial marketing. Conclusion While concluding the study, it can be said that advancement of technology has led the organizations to be concentrated more on digital media marketing than those of traditional media marketing. In traditional media marketing, the organizations get lesser scope towards interacting directly with the customers. On the other hand, in digital media marketing, the organizations can directly interact with the customers. Therefore, in digital marketing, organizations gain deeper insights regarding the customer preferences. Furthermore, the customers can also provide their preferred suggestions over the brands. In this way, contemporary organizations incorporate customized values in their products and services through the recommendations provided by the customers in the digital marketing tools. Such customized value has led the organizations in replacing the traditional marketing tools with digital marketing tools. Furthermore, increased customer interaction with the customers over the digita l marketing tools facilitates in better customer relationship, which is not possible in traditional marketing tools. Unlike the traditional marketing, digital marketing facilitates the contemporary organizations in enhancing its brand exposure through increased customer referrals. Moreover, digital marketing tools have the advantage to make the promotional strategies viral. Therefore, digital marketing tools have ultimately replaced the traditional marketing tools for its increased brand exposure. Apart from that, designing traditional marketing tools is quite expensive for the organizations. On the other hand, digital marketing tools are quite less expensive to develop than those of traditional marketing tools. Therefore, digital marketing tools have replaced the traditional marketing tools in terms of its cost effectiveness and increased brand exposure. Reference List Abashidze, I., 2017. Integrated Marketing Communications in web 2.0 environment: Challenges and Opportunities of online presence.Journal of Research in Marketing,8(1), pp.617-623. Ahuja, V., 2015. Development of an optimal solution for digital marketing variables in an online tool.International Journal of Internet Marketing and Advertising,9(1), pp.49-65. Bianchi, C. and Andrews, L., 2015. Investigating marketing managers' perspectives on social media in Chile.Journal of Business Research,68(12), pp.2552-2559. Earley, S. and Maislin, S., 2016. Data governance and digital transformation: Using the customer journey to define a framework.Applied Marketing Analytics,2(1), pp.25-40. 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