Jollibee Foods and Corporation Essay

Jollibee Foods and Corporation have a good mission/vision statement because it is possible, reachable and curative. There are lots of people, when they are having difficulties; their hobby is to go to a place where they can eat plenty of foods to avoid thinking about their problems. It may help problematic persons to become happy even just for a while. Also, Jollibee is well-known to most Filipino children with it’s ‘’Be Happy’’ trademark. It really attracts people due to the fact that you may really feel happy every time you hear it or even see it. That’s why, aside from the children, even teenagers, adults or I may say the whole members of a family would love to come and eat at Jollibee. The company did well with its mission and its existence is really worth it. However, Jollibee’s vision statement is doing well too. With Jollibee’s rapid growth, it had reached Filipino workers in some other part of the world like United States and Hong Kong. Jollibee then offers Filipino foods instead of the usual menu such as burgers and fries so that Pinoy customers will overcome their loneliness of being far from their country land where their love ones are. The company did a great job because Jollibee is well-loved by the Overseas Filipino Workers (OFW) until now. So as to compare with any other top brands, Jollibee emphasized ‘’happiness’’ that made them as one of the leading fast food chain in the Philippines.

Practical Demonkeeping Chapter 31-32

31 GOOD GUYS Augustus Brine, Travis, and Gian Hen Gian were squeezed into the seat of Brine's pickup. As they approached Effrom and Amanda's house, they spotted a beige Dodge parked in the driveway. â€Å"Do you know what kind of car they drive?† Travis asked. Brine was slowing down. â€Å"An old Ford, I think.† â€Å"Don't slow down. Keep going,† Travis said. â€Å"But why?† â€Å"I'd bet anything that Dodge is a police car. There's a whip antenna pinned down on the back.† â€Å"So what? You haven't done anything illegal.† Brine wanted to get it over with and get some sleep. â€Å"Keep going. I don't want to answer a lot of questions. We don't know what Catch has been doing. We can come back later, after the police leave.† The Djinn said, â€Å"He has a point, Augustus Brine.† â€Å"All right.† Brine gunned the pickup and sped by. In a few minutes they were sitting in Jenny's kitchen listening to the answering machine. They had gone in the back way to avoid the burnt, doughy mess in the front yard. â€Å"Well,† Travis said, resetting the machine, â€Å"that buys us a little time before we have to explain it to Jenny.† â€Å"Do you think Catch will come back here?† Brine asked. â€Å"I hope so,† Travis said. â€Å"Can't you concentrate your will on bringing him back until we can find out if Amanda still has the candlesticks?† â€Å"I've been trying. I don't understand this much more than you do.† â€Å"Well, I need a drink,† Brine said. â€Å"Is there anything in the house?† â€Å"I doubt it. Jenny said she couldn't keep anything in the house or her husband would drink it. She drank all the wine last night.† â€Å"Even some cooking sherry would be fine,† Brine said, feeling a little sleazy as he spoke. Travis began going through the cupboards. â€Å"Should you find a small quantity of salt, I would be most grateful,† the Djinn said. Travis found a box of salt among the spices and was handing it to the Djinn when the phone rang. They all froze and listened as the machine played Jenny's outgoing message. After the beep there was a pause, then a woman's voice. â€Å"Travis, pick up.† It was not Jenny. Travis looked to Brine. â€Å"No one knows I'm here.† â€Å"They do now. Pick it up.† Travis picked up the phone, and the answering machine clicked off. â€Å"This is Travis.† Brine watched the color drain out of the demonkeeper's face as he listened. â€Å"Is she all right?† Travis said into the phone. â€Å"Let me talk to her. Who are you? Do you know what you're getting yourself into?† Brine couldn't imagine what was going on in the conversation. Suddenly Travis screamed into the phone, â€Å"He's not an Earth spirit – he's a demon. How can you be so stupid?† Travis listened for a moment more, then looked at Augustus Brine and covered the receiver with his hand. â€Å"Do you know where there are some caves to the north of town?† â€Å"Yes,† Brine said, â€Å"the old mushroom farm.† Travis spoke into the phone, â€Å"Yes, I can find it. I'll be there at four.† He sat down hard on one of the kitchen chairs and let the phone fall into its cradle. â€Å"What's going on?† Brine demanded. Travis was shaking his head. â€Å"Some woman is holding Jennifer and Amanda and her husband hostage. Catch is with her and she has the candlesticks. And you were right, there are three invocations.† â€Å"I don't understand,† Brine said. â€Å"What does she want?† â€Å"She thinks that Catch is some kind of benevolent Earth spirit. She wants his power.† â€Å"Humans are so ignorant,† the Djinn said. â€Å"But what does she want with you?† Brine asked. â€Å"She has the candlesticks and the invocations.† â€Å"They're in Greek. They want me to translate the invocations or they'll kill Jenny.† â€Å"Let them,† the Djinn said. â€Å"Perhaps you can bring Catch under control with the woman dead.† Travis exploded. â€Å"They thought of that, you little troll! If I don't show up at four, they'll kill Jenny and destroy the invocation. Then we'll never be able to send Catch back.† Augustus Brine checked his watch. â€Å"We've got exactly an hour and a half to come up with a plan.† â€Å"Let us retire to the saloon and consider our options,† the Djinn said. 32 THE HEAD OF THE SLUG Augustus Brine led the way into the Head of the Slug. Travis followed, and Gian Hen Gian shuffled in last. The saloon was nearly empty: Robert was sitting at the bar, another man sat in the dark at a table in the back, and Mavis was behind the bar. Robert turned as they entered. When he saw Travis, he jumped off the stool. â€Å"You fucking asshole!† Robert screamed. He stormed toward Travis with his fist cocked for a knockout blow. He got four steps before Augustus Brine threw out a massive forearm that caught him in the forehead. There was a flash of tennis shoes flailing in the air as Robert experienced the full dynamic range of the clothesline effect. A second later he lay on the floor unconscious. â€Å"Who is that?† Travis asked. â€Å"Jenny's husband,† Brine answered, bending over and inspecting Robert's neck for any jutting vertebrae. â€Å"He'll be okay.† â€Å"Maybe we should go somewhere else.† â€Å"There isn't time,† Brine said. â€Å"Besides, he might be able to help.† Mavis Sand was standing on a plastic milk box peering over the bar at Robert's supine form. â€Å"Nice move, Asbestos,† she said. â€Å"I like a man that can handle himself.† Brine ignored the compliment. â€Å"Do you have any smelling salts?† Mavis climbed down from her milk box, rummaged under the bar for a moment, and came up with a gallon bottle of ammonia. â€Å"This should do it.† To Travis and the Djinn she said: â€Å"You boys want anything?† Gian Hen Gian stepped up to the bar. â€Å"Could I trouble you for a small quantity†¦Ã¢â‚¬  â€Å"A salty dog and a draft, please,† Travis interrupted. Brine wrapped one arm under Robert's armpits and dragged him to a table. He propped him up in a chair, retrieved the ammonia bottle from the bar, and waved it under Robert's nose. Robert came to, gagging. â€Å"Bring this boy a beer, Mavis,† Brine said. â€Å"He ain't drinking today. I've been pouring him Cokes since noon.† â€Å"A Coke, then.† Travis and the Djinn took their drinks and joined Brine and Robert at the table, where Robert sat looking around as if he were experiencing reality for the first time. A nasty bump was rising on his forehead. He rubbed it and winced. â€Å"What hit me?† â€Å"I did,† Brine said. â€Å"Robert, I know you're angry at Travis, but you have to put it aside. Jenny's in trouble.† Robert started to protest, but Brine raised a hand and he fell silent. â€Å"For once in your life, Robert, do the right thing and listen.† It took fifteen minutes for Brine to relate the condensed version of the demon's story, during which time the only interruption was the screeching feedback of Mavis Sand's hearing aid, which she had cranked up to maximum so she could eavesdrop. When Brine finished, he drained his beer and ordered a pitcher. â€Å"Well?† he said. Robert said, â€Å"Gus, you're the sanest man I know, and I believe that you believe Jenny is in trouble, but I don't believe this little man is a genie and I don't believe in demons.† â€Å"I have seen the demon,† came a voice from the dark end of the bar. The figure who had been sitting quietly when they came in stood and walked toward them. They all turned to see a rumpled and wrinkled Howard Phillips staggering out of the dark, obviously drunk. â€Å"I saw it outside of my house last night. I thought it was one of the slave creatures kept by the Old Ones.† â€Å"What in the hell are you talking about, Howard?† Robert asked. â€Å"It doesn't matter any longer. What matters is that these men are telling you the truth.† â€Å"So now what?† Robert said. â€Å"What do we do now?† Howard pulled a pocket watch from his vest and checked the time. â€Å"You have one hour to plan a course of action. If I can be of any assistance†¦Ã¢â‚¬  â€Å"Sit down, Howard, before you fall down,† Brine said. â€Å"Let's lay it out. I think it's obvious from what we know that there is no way to hurt the demon.† â€Å"True,† Travis said. â€Å"Therefore,† Brine continued, â€Å"the only way to stop him and his new master is to get the invocation from the second candlestick, which will either send Catch back to hell or empower Gian Hen Gian.† â€Å"When Travis meets them, why don't we just rush them and take it?† Robert said. Travis shook his head. â€Å"Catch would kill Jenny and the Elliotts before we ever got close. Even if we got hold of the invocation, it has to be translated. That takes time. It's been years since I've read any Greek. You would all be killed, and Catch would find another translator.† â€Å"Yes, Robert,† Brine added. â€Å"Did we mention that unless Catch is in his eating form, which must have been what Howard saw, no one can see him but Travis?† â€Å"I am fluent in Greek,† Howard said. They all looked at him. â€Å"No,† Brine said. â€Å"They expect Travis to be alone. The mouth of the cave is at least fifty yards from any cover. As soon as Howard stepped out, it would be over.† â€Å"Maybe we should let it be over,† Travis said. â€Å"No. Wait a minute,† Robert said. He took a pen from Howard's pocket and began scribbling figures on a cocktail napkin. â€Å"You say there's cover fifty yards from the caves?† Brine nodded. Robert did some scribbling. â€Å"Okay, Travis, exactly how big is the print on the invocation? Can you remember?† â€Å"What does it matter?† â€Å"It matters,† Robert insisted. â€Å"How big is the print?† â€Å"I don't know – it's been a long time. It was handwritten, and the parchment was pretty long. I'd guess the characters were maybe a half-inch tall.† Robert scribbled furiously on the napkin, then put the pen down. â€Å"If you can get them out of the cave and hold up the invocation – tell them you need more light or something – I can set up a telephoto lens on a tripod in the woods and Howard can translate the invocation.† â€Å"I don't think they'll let me hold the parchment up long enough for Howard to translate. They'll suspect something.† â€Å"No, you don't understand.† Robert pushed the napkin he had been writing on in front of Travis. It was covered with fractions and ratios. Looking at it, Travis was baffled. â€Å"What does this mean?† â€Å"It means that I can put a Polaroid back on one of my Nikons and when you hold up the parchments, I can photograph them, hand the Polaroid to Howard, and thirty seconds later he can start translating. The ratios show that the print will be readable on the Polaroid. I just need enough time to focus and set exposure, maybe three seconds.† Robert looked around the table. Howard Phillips was the first to speak. â€Å"It sounds feasible, although fraught with contingencies.† Augustus Brine was smiling. â€Å"What do you think, Gus?† Robert asked. â€Å"You know, I always thought you were a lost cause, but I think I've changed my mind. Howard's right, though – there's lot of ifs involved. But it might work.† â€Å"He is still a lost cause,† the Djinn chimed in. â€Å"The invocation is useless without the silver Seal of Solomon, which is part of one of the candlesticks.† â€Å"It's hopeless,† Travis said. Brine said, â€Å"No, it's not. It's just very difficult. We have to get the candlesticks before they know about the seal. We'll use a diversion.† â€Å"Are you going to explode more flour?† asked Gian Hen Gian. â€Å"No. We're going to use you as bait. If Catch hates you as much as you say, he'll come after you and Travis can grab the candlesticks and run.† â€Å"I don't like it,† Travis said. â€Å"Not unless we can get Jenny and the Elliotts clear.† â€Å"I agree,† said Robert. â€Å"Do you have a better idea?† Brine asked. â€Å"Rachel is a bitch,† Robert said, â€Å"but I don't think she's a killer. Maybe Travis can send Jenny down the hill from the caves with the candlesticks as a condition to translating the invocation.† â€Å"That still leaves the Elliotts,† Brine said. â€Å"And besides, we don't know if the demon knows the seal is in the candlesticks. I think we go for the diversion plan. As soon as Howard has the invocation translated, Gian Hen Gian should step out of the woods and we all go for it.† Howard Phillips said, â€Å"But even if you have the seal and the invocation, you still have to read the words before the demon kills us all.† â€Å"That's right,† said Travis. â€Å"And the process should begin as soon as Rachel starts reading the words I translate, or Catch will know something is up. I can't bluff on the translation at my end.† â€Å"You don't have to,† Brine said. â€Å"You simply have to be slower than Howard, which doesn't sound like a problem.† â€Å"Wait a second,† Robert said. He was out of his seat and across the bar to where Mavis was standing. â€Å"Mavis, give me your recorder.† â€Å"What recorder?† she said coyly. â€Å"Don't bullshit me, Mavis. You've got a microcassette recorder under the bar so you can listen to people's conversations.† Mavis pulled the recorder out from under the bar and reluctantly handed it over to Robert. â€Å"This is the solution to the time problem,† Robert said. â€Å"We read the invocation into this before the genie comes out of the woods. When and if we get the candlesticks, we play it back. This thing has a high speed for secretaries to use when typing dictation.† Brine looked at Travis. â€Å"Will it work?† â€Å"It's not any more risky than anything else we're doing.† â€Å"Who's voice do we use?† Robert asked. â€Å"Who gets the responsibility?† The Djinn answered, â€Å"It must be Augustus Brine. He has been chosen.† Robert checked his watch. â€Å"We've got a half hour and I still have to pick up my cameras at The Breeze's trailer. Let's meet at the U-PICK-EM sign in fifteen minutes.† â€Å"Wait – we need to go over this again,† Travis said. â€Å"Later,† Brine said. He threw a twenty-dollar bill on the table and headed toward the door. â€Å"Robert, use Howard's car. I don't want this whole thing depending on your old truck starting. Travis, Gian Hen Gian, you ride with me.†

Consumer Buying Behavior of Cosmetics

Introduction: Consumer buying behavior is the study of how individuals make decision to spend the available resources – time, money and effort on consumption related items i. e. , what they buy, why they buy, when they buy, where they buy, how often they buy and use a product or services. In the process of consumers’ buying behavior focuses on how commercial and social marketing can anticipate and within the marketing pillar, the knowledge generated in the consumer behavior pillar provides information for firms to develop new marketing strategies. Cosmetic’ relates to the treatment intended to improve person appearance outwardly. Different consumers have got different perception towards buying cosmetic. With the changing times and the consumer demands organization should be more customer oriented. Consumer buying behavior with regard to cosmetic in comparison of Modicare and Oriflame, leading brands of cosmetic for both genders of all ages.Modicare an India brand deals not only with cosmetics but also with home care, nutrition health and wellness, personal care, laundry care, food and beverage, agriculture and auto care. Oriflame on the other hand is a Sweden brand dealing mostly with cosmetics. A comparison study on these two brands on their cosmetic as how consumer get attracted to buy them, how consumer s satisfied with the products and what make the consumer to buy the products.Marketers must study the customer taste, preferences, wants, shopping and buying behavior because such study provides the clues for developing the new products, price, product changes, messages and other marketing mix element which help in the growth of organization. Thus studying the consumer behavior is a very complex process, as it involves not only the economic factors but also the emotional factors. Objectives of the study * To study the purpose of purchasing cosmetic * To study consumer decision on choosing brand * To study the benefits of cosmetics To stud y the advantage and disadvantage of cosmetic. Description of the problem The problem is to identify whether cosmetics have really work as being advertised and various cosmetic meant for different problem has brought solution or not. Justification for the proposed study The reason for taking up the study is to know the effects of cosmetics which make the consumer get attracted to it. Database The target population for this research would be adult with age of 17-30 and the data will be collected through both primary as well as secondary source.

Writing Assignment Article Example | Topics and Well Written Essays - 250 words

Writing Assignment - Article Example Disaster experts have developed better ways of detecting disasters and disseminating information about impending disasters promptly. Weather forecast has made it possible for experts to speculate risk of tornadoes and hurricanes. People should heed this information and act appropriately. Even so, disasters like fires and terrorist attacks strike unexpectedly. Rescorla had indicated his fears about a possible terrorist attack on the Trade Center, and they materialized when Ramzi blasted explosives right at the center’s parking garage. Circumspection may cost us resources, but it is worthwhile (Wiseman 25). Building a strong disaster personality would need exercising the brain. Fear paralyses individuals during disasters and makes people not to be able to act appropriately. Extreme fear will make an individual to stop and wait for help from outside. Had Kent HÃ ¤rstedt let fear take the better of him, he would probably not have lived to tell the story. People should not frown at fire drills. Instead, fire drills should help condition our minds for appropriate reaction in the time of disaster (Lee 18). Many got annoyed at Rescorla’s efforts at training his employees using fire drills. It is not a wonder that many of his employees made it out of the Trade Center safely when 9/11 struck. Amanda has underscored the importance of leadership in situations of disasters. Leadership should help instill discipline so that some are not run over and others do not act selfishly. The Beverly fire is a classic case of the benefit of leadership in a disaster scene. People need to know what section of a disaster scene to go to and which to avoid (Wiseman 25). People should learn to respect the leadership during disaster. Also, people should domesticate leadership at an individual level so as to make it easy for disaster response efforts to work

Essay questions For Human resource course Example | Topics and Well Written Essays - 1750 words

Questions For Human resource course - Essay Example cruitment and selection of employees, the compensation and benefits system, the documentation work of the entire workforce, and lastly performance appraisals and evaluations comprise of the human resources audit. HR audits are conducted to ensure that the human resources are performing well and the audit identifies the strengths of the workforce and also the areas that require improvements. HR audits can be conducted twice or thrice in a year to ensure that things are working as per requirements and goals and objectives are being attained successfully. The structural changes in the organization may affect the labor market sector, the economy upturns and downturns may cause the labor to make decisions regarding changing jobs and demanding more pays from their respective organizations. The HRM needs to carefully consider the needs of their employees and accordingly address the needs of their employees; policies and benefits package of the employees may require a revision. The strategic human resource plan needs to be developed keeping in view the external environment as well as the internal environment of the organization. The policies, rules and regulation are formed keeping in view the legal environment of the country where the business is operating; the technology is used to ensure that the firm remains competitive. The decisions taken by the human resources department are impacted by the outside forces to a very large extent. The strategic choices that managers should make regarding Equal Employment Opportunities are that they need to ensure there is no biasness in their policies, the compensation and benefits packages should be on fair grounds amongst the workforce. The working conditions should be proper for the workforce and there should be no gender biasness as well. Managers should conduct a job analysis to ensure that they recruit and select the right employees for the respective job so that the roles and duties of the job are fulfilled according to

Compare and contrast the British and American political systems Essay

Compare and contrast the British and American political systems - Essay Example The best ways are by comparing different political systems of societies from different geographical locations. Since the traditional and cultural values of each society are different, the thinking and the way of life would be very different if compared to one another. (Rabb, 2003, 45-57) Therefore, a political system to one society is likely to be different if compared to another. At the same time, western society might be unfamiliar to the ways of the eastern society and vice-versa. Sometimes as time passes, there develops new theories of new political systems by great thinkers. So we see one political system being changed to another. (Harman, 2003, 99-105) This proves that it's impossible to take just one time frame as different political systems developed at different time lines. In each society they have adopted to a mutual understanding of what's right and what's wrong. (Rabb, 2003, 45-57) For example: Howard Becker suggests "social groups create deviance by making the rules whose infraction constitutes deviance, and by applying those rules to particular people and labelling them as outsiders." (Harman, 2003, 99-102) Therefore at times, we see revolutions that bring about a whole new political system, even though sometimes althea promises that was to come with the new system vanishes somewhere. Politics cannot be pinned down to a single aspect of life, it occurs throughout society, it involves every aspect of our lives, but it is especially concentrated in the modern nation state. It is the nation state that "establishes sovereign jurisdiction within defined boundaries...the state commands ultimate power in that it stands above all other associations and groups in society; it's laws demand the compliance of all those who live within its boundaries." (McWhi rter, 1994, 36-42) In politics there is a phrase that says, power corrupts, and absolute power corrupts absolutely'. What it means is that everyone who comes by political power becomes corrupted morally from the opportunities that this power brings with it. This really applies to most people since they shape their morality in line with social pressure. In other words, at first they are scared of society's disapproval and punishment and therefore avoid immorality, however, when power makes them strong, it decreases social pressure and as a result they become corrupted. (Rabb, 2003, 45-57) Religion is undoubtfully a big influence in society but it has declined in countries like the US and UK in the past century. Capitalism is thought to be behind the reason for the decline in organised religion in the US and UK. Each of the three political systems noted above is a type of democracy. The exact nature of that democracy can vary considerably however. In 1996 an estimated 117 countries were on record as being democracies (Sussman 1996, 118-125). Even in countries as similar as the United States and Great Britain this is often the case. The way the United States views representative democracy varies in some ways from the way this concept is viewed in the United Kingdom. This variance is obvious in numerous aspects of government, especially in terms of overall governmental structure. Democracy is indeed a grand and glorious concept,

The Project of Maple Leaf Shoes Ltd-Job Case Study - 14

The Project of Maple Leaf Shoes Ltd-Job - Case Study Example Additionally, his approach to the project also appears focused and effective since he appears to be operating on the assumption that a human resource department must be able to satisfy the needs of its clients, including employees and managers. Â  Although Lance approach had quite a number of strengths, his approach to the project appears to have had more methodological and theoretical flaws than strengths. The first major weakness in his approach is evident in the question checklist, which was very short. Accordingly, the question checklist could not give a comprehensive insight into the functions of the human resource. The second major weakness in his approach was that he failed to follow all the job analysis procedures. The third weakness was that the response was received from only three out of the five managers, which was a fundamental flaw. In fact, the interview that Lance conducted with Clark was of no use taking into consideration the fact that it was marred by interruptions. Another weakness in the Lance approach to the project was that Lance failed to meet with the unions, subordinates, and other employees who work at other locations far from the head office. Conventionally, it would have been appropriate that L ance meet all the stakeholders who play a critical part in ensuring the effectiveness of the human resource management. Â  Another major weakness in Lance’s approach also became clear after conducting the three interviews. According to the case, it is clear that Lance had no idea of job roles, the criteria for assessing the effectiveness of HR department functions, as well as a performance standard, after conducting three interviews. Certainly, this was a major weakness as conventionally people would expect him to be highly knowledgeable about these issues at the end of the third interview.

Economic Analysis for the Motion Picture Industry Term Paper

Economic Analysis for the Motion Picture Industry - Term Paper Example Thus, content is still king and that which appeals to the audience will earn more in an economy with higher levels of affluence and more leisure time. Fixed costs for a movie production house accrue from a need to maintain staff, equipment and stage as well as props in readiness for the shooting and production of a movie. A single movie cannot sustain a production house forever and this means that a successful movie production house is constantly investigating movie concepts, financing, shooting, editing and making deals for marketing and distribution. Variable costs accrue when the shooting of a new movie commences, requiring new stars, talent, equipment or on location shooting. However, after establishing a motion picture production house, the total cost curve and the marginal cost curve for motion picture production will present an L-shaped curve because acquisition of most of the equipment for making movies and stage as well as props etc. is complete at the time of production of the first movie. Products presented by the motion picture industry represent high levels of artistic innovation that revolve around the product rather than the firm that produces the movie (Vogel, 2007, Pp. 65 – 66). However, although many people think that making movies is fun and highly lucrative, nothing could be further from the truth. Product and demand uncertainty are a part of the movie making business and on the average, out of every ten movies produced, six or seven present unprofitable returns. Thus, making movies remains a truly entrepreneurial endeavour and only those motion pictures that can compete effectively for the attention of the audiences in relation to others present great returns (De Vany, 1999, Pp. 1 – 5). De Vany (1999, Pp. 1 – 5) goes further to suggests that a Levy stable process that is asymptotically Pareto-distributed with infinite variance depicts box – office revenue dynamics for motion pictures, with rare blockbuster movies dominating the me an in the far left end as depicted in the figure below (Sinha, 2005, Slide 10). Figure 1: Income Distribution Snapshot for 100 – 150 Movies showing in Theatres across the USA, from (Sinha, 2005, Slide 10) The film industry presents a myriad of interesting problems that lend themselves to economic analysis (McKenzie, 2009, Pp. 1 – 3). Deciding about a strategy for transforming the initial concept into reality followed by production, distribution and finally exhibition all present economic puzzles that are worthy of investigation. However, with global annual spending on movies by the consumers exceeding one trillion dollars, it is worth aspects related to the economic analysis of the motion picture industry (Vogel, 2007, Pp. xix – xx). This very brief report presents a discussion about aspects of economic analysis for the motion picture industry, including aspects of industry demand and cost structure for the motion picture industry. Industry Demand When thinking about demand for a motion

Are Black Afro Caribbean boys underachieving within the Education Dissertation - 1

Are Black Afro Caribbean boys underachieving within the Education system that are born in the UK - Dissertation Example However, it is also important to understand that success is about opportunity. In the case of Black Afro Caribbean boys, the opportunity for them may also rely on the level of encouragement given to them for success. These children are mostly encouraged to participate in sports, dance or music, but not on professions such as in line with politics and law. The sole purpose is to make them role models in arts and entertainment (BBC News, 2011). Thus, these children are given less substantial background on politics and law but they are rather given much exposure in areas such as sports, dance or music. Certainly, there are different perceptions or ideas about achieving and under achieving. In short, the perception about success may vary. This means that Black Afro Caribbean boys can become successful when it comes to the opportunity given to them but not on areas where they are not given much exposure or encouragement. Prior to the understanding of underachieving among Black Afro Caribb ean boys within the UK’s education system, it is important to understand the derivation of acknowledgement of achievement. Achievement in the academe is given greater weight in the measurement of one’s level of attainment in life. Education particularly in the UK is given with great importance. That is why performing better in the academe has become a good measure of one’s success. There is only secondary evaluation given to areas which pertain to talents and skills. In line with this, Black Afro Caribbean boys are usually secluded from academic evaluation due to the fact that they are much exposed to sports, dance, music and other skill and talent related areas. However, the issue of racial discrimination especially among teachers on black Caribbean pupils exists in the education system (Thomas et al., 2009). In this way, the entire evaluation system may not be having enough solid foundation for concise evaluative process. Thus, more relevant bases are necessar y in order to find out how exactly black Caribbean pupils are performing in school. Objectives It is in line with this that the proponent of this paper tries to evaluate and find out if Black Afro Caribbean boys are really underachieving in the academe provided that they are much exposed to sports, dance, and music and even susceptible to racial discrimination. On the other hand, it is also part of this paper to define what exactly are the bases or standards used in evaluating under achievement among Black Afro Caribbean boys. The proponent will particularly answer the following questions at the end of the study. 1. What are the reasons why children underachieve in education? 2. Are black Afro Caribbean boys especially under achieving within the education system in the UK? 3. What are the reasons and effects of different education system in the UK on black afro Caribbean’s boys lerning? 4. What are the prevailing perception and acknowledgement of achieving and under achieving ? 5. How and where does the acknowledgement of achievement derive? 6. Do black afro Caribbean boys have the same opportunities or expectations to achieve? 7. Are black afro Caribbean boys affected by the lack of male role models? 8. Do teachers have low expectations of social groups such as looked after children, asylum seekers, single parented families and the disabled etc? Methodology The proponent in general would therefore investigate the reasons why

Analyze Oath of the Horatii Essay Example | Topics and Well Written Essays - 1000 words

Analyze Oath of the Horatii - Essay Example Their mothers and sisters are fearful for the warrior’s lives as depicted at the bottom right of the painting. The legend depicts one of the Horatii sisters to be engaged to one of the Curatii brothers. During the contest, two of the Horatii brothers were instantly killed, but Publius feigned flight and managed to kill his wounded pursuers piecemeal. The sister wept with sorrow, upon hearing that her brother Publius had killed her lover. Seeing her tears, Publius the surviving Horatius brother was horrified that she was cursing Rome, stabbed his sister calling upon death on any Roman woman who mourned the enemy (Livy, 1978). The painting by David depicts heroism. In this case, the painting  shows the three sons as they give the salute and  swear to protect their city.  In line with this, the French government used the painting as a means of pre-French revolution propaganda, to promote a sense of nationalism. The main aim of the government was to bring its citizens together  and build loyalty for their country. Hence, Jacques-Louis David created the painting in order to inspire feelings of heroism and loyalty within the French people. The Horatius brothers are risking their lives in order to protect their city of Rome, despite the woeful and sorrowful faces of the women. David attempts to give his people a sense of sacrifice.  Through his painting,  the Oath of the Horatii is aimed at promoting loyalty and sacrifice for the country eventually leading to the rise of outstanding heroes during the French Revolution. Hence, the painting required the French to take arms and swear to protect their country as the brothers did in the painting (â€Å"The Oath of the Horatii,† 2011). Jacques-Louis David presented the first work of art in a new style called the rococo style. The painting has a broad and basic composition, with the full-scale figures

Alternative Forms of work Arragements Essay Example | Topics and Well Written Essays - 250 words

Alternative Forms of work Arragements - Essay Example This type of job is home based so I basically I will be working from home. Working from home or having an office at home has a lot of advantages. First, I do not have to beat the morning traffic in going to the office. That would save me a lot of time, effort, gasoline money and stress. I also do not have to dress up just to work. The energy and time I saved from commuting to work can instead be channeled to a productive job making my job output better. Also, I do not have to dress up before I could work again saving me time, money and energy. Above all, I can work right at the comfort of my own home where I am at my optimum best because I am very comfortable with my surrounding. There are few disadvantages to it however. First is technical support. As a Digital Specialist, there might be issues that I would encounter from customers that I am not aware of that they need answers from me. I will not have an immediate support from peers or superior because I am away from the office. Of course I can always ask for help through online facility but the response time may take a while. Also, working from home may jack up my electric bills because I will be paying for the electricity that I will be using while

Methods for communicating business information Essay Example for Free

Methods for communicating business information Essay In order to communicate business information a business will use a range of electronic and non electronic methods for the right audience. The way informational will presented will depend upon on a number of factors such as: * Age and attention span * Readability * Interest The audience may have a range of people of different ages. Those who are younger will only be able to concentrate for shorter length of time, while older people and those are who are highly educated will be able to listen to a presentation or other forms of communications such as reports. Younger people will respond well to visual stimuli such as power points rather than verbal presentations. Different types will respond differently to different forms of communications. Businesses will range from the age and the amount of education a person has. For example in an industrial business or supermarket will have a wide range of people. Those who work on the shop floor in a supermarket will have a range of people of ages and the education they have. Some may have basic GCSE level or none at all or may be studying at a degree level. The type of communication that is given to this type of audience will vary. The non electronic methods for communicating business information are: * Letter * Memorandum * Report * Invoice A letter is a form of written communication. Letters are considered to be the easiest form of communication simply because they are simple and quick to produce but also because they provide a written record of correspondence that can be useful in the event of a dispute. Another form a non electric method for communicating business information is a memorandum. This is an internal form of communication for the business and serves the purposes of transferring short messages between members of staff. A report is used as a formal reply to a task that has been set. It is a common form of communication in the business industry and amongst many other forms of organisations. An invoice is a document that is produced by the business. It informs customers that they have bought on credit. The sales department has the responsibility to produce such documents. An invoice will have the details of the Products bought by the customers, the date, details of payments that are required and the date of when the payment is required. Such documents are kept for six years as they later may be used as evidence of a contract if any legal action should be taken. The electronic forms of communications that are used in a business are: * Screen based communication * Email * SMS * Computers and the internet * Telephone * Video conferencing Screen based communications are now becoming more common in businesses. Most forms of communications in the technology world use screens to show information. For example tills have screens to show customers and the cashier the amount that has to be paid and the goods been bought. Screen based communications have become increasingly common and are now used for a range of purposes such as cash machines, railway and airports. Email has become another popular source of communication. The advantages of emailing are: * The costs are extremely low * It is quick and easy * The information can be instantly viewed * A written copy of the message is given to both parties useful for reference * Easy to store Emails are seen as an informal source of writing where abbreviated words are used. For this reason business emails are written in a less formal way and a friendly tone. Business messages are now being sent and received through text messages (SMS) which is available between mobile phones. This method of communication can be replaced for memos and emails to send messages to employees. Text messages benefits those employees such as sales people who travel frequently as part of their job to be kept up to date with important developments. It also used as a form of advertising the business. Customers can be attracted to the business by the carious text messages they receive by the business on the products or services. The web is one of the biggest changes that have been made in the business world. Due to the internet becoming increasingly popular, businesses have taken this to this advantage. The internet has shown to increase sales and strengthen relationships with existing and potential customers. The internet has helped widen the target market for many businesses. Businesses such as Sony are able to promote and reach to customers globally through the internet as trading resolves the issue of time differences for customers living different parts of the world. The progress of this has allowed businesses such as Sony gain sales and a profit boost. It also benefits the business as it allows the businesses to change products and pricing if circumstances change. This is a cost effective way of change as products being in stored would have to go through the process of reprinting advertising materials. Another reason why the internet has become cost effective is because it has allowed customers to access information on products that would otherwise have to be accessed through broachers, catalogues or leaflets. Telephone calls fast form of communication. This method of communication is effective as it allows instant discussion on a matter and response. Most businesses have a conference via telephone so that a number of people can be involved in a conversation and discuss business matters. Video conferencing is where a business will have a meeting through computer screens. Businesses may want to communicate with people in different locations. Video conferencing makes it easier for businesses to hold meetings within their premises without having to travel.

Impact of Tourism on UK Tourist Destinations

Impact of Tourism on UK Tourist Destinations Evaluate the Nature and Extent of Tourism Impacts at a Range of Tourist Destinations The tourism and travel patterns of past decades, combined with the challenging market conditions, especially given the impacts that recent terrorist activity and natural disasters have had on the tourism market, have tended to result in short-term approaches from many organisations in travel and at destination resorts, where commercial activity has thus impacted negatively on natural or cultural environments. In historic terms, leisure travel is relatively new phenomenon, starting in the UK with the ‘Grand Tour’ journeys of the eighteenth century, when wealthy individuals chose to visit neighbouring lands to learn about politics, culture and art. By the nineteenth century, leisure travel within Britain increased, with the growing popularity and royal patronage of spa and seaside towns, and the corresponding availability of transport, which became faster and easier during the industrial revolution, with improved roads and the introduction of trains and rail travel. The we althier and aspiring middle classes popularised travel destinations that developed into resorts offering entertainment and serviced accommodation. (Global Market Information Database, May 2005) However, this rapid growth of tourism has resulted in several unforeseen impacts on destinations, which have been observed to be either beneficial or detrimental to the locality. The twentieth century inventions of the motor car and coach transport accelerated the popularity of domestic holidays, leading to the seaside holiday becoming firmly established as integral to British culture, with corresponding impacts on town such as Brighton and Blackpool, which have become strongly geared towards holidaymakers Sea travel improved and developed with the leisure traveller in mind, bringing ferry routes, luxury liners and vessels for hobbyists. The two World Wars also brought about the accelerated development of air transport, which resulted in a demand for civilian passenger planes, and thus fast overseas travel by plane opened up the world to international leisure journeys. As a result of this massive explosion in tourism, over the past three hundred years, tourism has brought prosperity to many regions of the world that would otherwise exist in abject poverty, such as the island of Bali, where living standards are considerably higher than the neighbouring islands in the Indonesian peninsula. (Friedheim, 1996) However, frequently tourism grew to suit human interests, particularly those of the tourists and businesses, and by no particular long-term plan with regards to sustainability at the local destinations. As a result, today the detrimental effects of global tourism are evident in the form of pollution, the erosion of local culture, the widening of the gap between rich and poor, a threat to survival for local economies and the spoiling of natural habitats and landscape. (Cooper et al, 2004) Indeed, whilst Friedheim (1996) mentions the strong positive impact of the tourist trade in Indonesia’s Bali Island, with the island frequently being described primarily as a popular tourist destination, Friedheim also comments on tourism’s impact on the island’s economic and social conditions for those locals not actively engaged in the trade. He also comments on how traditional skills and employments are increasingly being suborned to appeal to the tourist masses and their money, and thus the island’s culture is being eroded. Similar comments are made on the developments related to the tourist trade in Eastern Europe, following on from the collapse of the Soviet Union and the ‘Iron Curtain’, when the area’s potential as a tourist destination first began to be explored. However, in this case, there was widespread cooperation amongst the Eastern European countries for the promotion of the regions tourist trade, and tourism generally had a positive impact on the areas re-building efforts (Friedheim, 1996) due to its focus on the culture of the cities, rather than beach holidays. Lori (1998) takes a similar view, but focuses on the second annual Sustainable Tourism Conference of the Caribbean Tourism Organization in Trinidad, Spain. In the Caribbean, tourism had previously followed a quite unsustainable model; however the aim of the conference was to address this, based on the tourism strategy initiatives followed by the Dominican Republic: a model ecotourism destination in the Caribbean. Although it is wise to aim for sustainable tourism wherever possible, to reduce the negative impacts on regions wherever possible, there are often factors that work against this desire. One of these is seasonality: an integral quality of the landscape which greatly affects, informs and interweaves with many tourism factors, such as the tourism-based economies of Greek island communities, currently almost entirely dependent upon summer holiday tourism for their survival. (Terkenli, 2005) The multiple facets and impacts of seasonality produced and inscribed by tourism on the landscape, and specifically on the landscape of northern Crete, can, as with many other impacts and destinations, be both problematic and beneficial. In the case of Crete, the three different stages of the tourism destination lifecycle model used by Terkenli (2005) are roughly represented by three different zones of tourism impact in the broader region of Hersonissos in northern Crete. Here, tourism-induced changes roughly attenuate with distance from the coast, acquiring distinctive geographical patterns that follow those of spatial tourist concentration, scale of development, and incorporation of tourism into Cretan society and space, thus giving the island a seasonal economy and demography, in common with many similar regions dependent on seasonal tourism. However, there can be major negative impacts on regions with economies of this type or, indeed, any economy based on tourism. For example, in the months immediately following the 11 September 2001 terrorist attacks, there was a strong trend in many regions towards staying closer to home, with tourists being deterred from long-haul travel for several reasons, including lower incomes, the fear of further terrorist attacks, and delays at airports due to higher security. This benefited domestic travel, as well as regional travel such as travel between European destinations, travel between the US and Canada, and travel within Asia, thus helping some tourist destinations in these countries. However, it had an adverse impact on destinations such as Florida, which relies heavily on tourists from Europe, and many destinations that relied heavily on tourism from the US were particularly badly affected by the fall-off in American tourists immediately after the attacks of 11 September 2001. Thes e included destinations such as the Caribbean and Latin America, and within these regions, notably Mexico, Puerto Rico and the Bahamas. (Global Market Information Database, Sep 2005) In response to this, Latin American and Caribbean governments launched marketing campaigns and other measures to encourage tourism in the region. In Mexico, for example, which depends on the US for 85% of its tourist arrivals, measures included the elimination of sales taxes on conventions, and an increase in the promotional budget of 50% through a new public-private consortium. The Caribbean Tourism Organization (CTO) also launched an emergency joint marketing, promotion and public relations campaign at the end of 2001 to try and resurrect the failing tourism market which was pushing many of the region economies towards recession (Global Market Information Database, Sep 2005) Indeed, increasingly governments and organisations across the world are realising that travel and tourism growth cannot be left to chance, as the potential impacts on regions, and also entire nations, are just too great. As a result, in 2003 over five hundred of the world’s most influential business leaders called on the World Travel and Tourism Council (WTTC) to form a new vision and strategy for travel and tourism. This project combined the forces of stakeholders from public and private organisations, resulting in the formation of â€Å"Blueprint for New Tourism† campaigns to influence behaviour and to introduce new legislation and best practice for the industry in its quest to help governments recognise travel and tourism as a top priority, to balance economics with people’s needs, culture and environments and to share the pursuit of long-term growth and prosperity, underpinned by corporate social responsibility. Global Market Information Database (May 2005) O rganisations are now required to evidence the measures they take towards social responsibility in their annual reports, and consumers too are becoming more aware of the impact that tourism and development can have on the world, through television documentaries and media coverage of issues such as global warming, endangered species and fair trade practices. To help consumers make informed choices on their travel destinations, consumer advisory services such as the Centre for Environmentally Responsible Tourism and ecotourism.org were established, offering advice on the best destinations and most sustainable tour operators. Indeed, as with many regulatory bodies around the world, for tour operators, such an endorsement provides a promotional opportunity and can further benefit nations: for example, the dreadful and much publicised effects of the Asian tsunami awoke the UK public to the need to give and support nations in peril. Popular destinations for back-packers were literally wipe d off the map, and to support the regeneration of the tourist industry in the affected countries, volunteer holidays were offered, which helped provide useful skills and manpower to local populations, as well as helping tourists get closer to the local culture. A final impact of tourism is its tendency to skew the geographic distribution of wealth in countries that have particular tourist attractions. Egypt is a good example of this, as it is now looking into the possibilities for diversifying its tourism opportunities throughout the country, with the main target for expanding the tourism sector in nature-based tourism. The coral reefs and rich marine life in South Sinai and the Red Sea coast have made these two areas among the premier scuba diving destinations in the world, with many beach resorts are now in operation and still hundreds to be constructed. However, previous tourism development in Egypt has resulted in a series of negative environmental impacts, both to the reefs and marine life, and to the other areas of the country which have suffered a lack of funding and investment due to not being in proximity to well known tourist destinations. The ambitious development plans to receive 16 million tourists across the country by 2017 wi ll thus take into consideration sustainability and demographic concepts, with the government and developers having significant roles to play in adopting and implementing environmentally sound policies and practices to avoid the degradation of the natural heritage of Egypt for the sake of the current as well as future generations. (Shaalan, 2005) In conclusion, tourism offers some of the most impoverished regions of the globe the chance to develop their infrastructure and quality of life in ways that would otherwise be impossible in the modern world. However, frequently these developments are allowed to proceed without thought to maintaining a balanced distribution of income amongst the local inhabitants, and preserving the very attractions which bring tourists to the area. As a result, tourism can often have significant, wide ranging negative impacts as well as positive ones, such as in the case of Bali. However, with the new sustainable tourism developments helping to reduce the negative impacts, and distribute the positive ones equally across the local populations, there is evidence that tourism can, and in future increasingly will, provide beneficial and sustainable long term impacts to the communities and destinations it affects. References Cooper, C. Fletcher, J. Fyall, A, Gilbert, D. and Wanhill, S. (2004). Tourism: Principles and Practice, 3rd Ed. Prentice Hall: London. Friedheim, E. (1996) Holding on to paradise. Travel Agent; Vol. 284, Issue 1, p. 22. Global Market Information Database (Sep 2005) The World Market for Travel and Tourism. Euromonitor International. Global Market Information Database (May 2005) Travel and Tourism in the United Kingdom Euromonitor International. Shaalan, I. M. (2005) Sustainable tourism development in the Red Sea of Egypt threats and opportunities. Journal of Cleaner Production; Vol. 13, Issue 2, p. 83. Tenny, L. (1998) Second CTO conservation confab explores tourisms impacts. Travel Weekly; Vol. 57, Issue 38, p. C9. Terkenli, T. (2005) Human Activity in Landscape Seasonality: The Case of Tourism in Crete. Landscape Research; Vol. 30, Issue 2, p. 221.

Concepts of Evolution and DNA in Biology

Concepts of Evolution and DNA in Biology Because the fossil record did not exhibit Darwins predicted slow and gradual evolution with transitional forms, some paleontologists sought to find a theory of evolution where, changes in populations might occur too rapidly to leave many transitional fossils (see Figure from Gould and Eldredge 1977 . In 1972, Gould and Eldredge proposed the theory of punctuated equilibrium where most evolution takes place in small populations over relatively rapid geological time periods. By reducing the numerical size of the transitional population and the number of years for which it exists, punctuated equilibrium greatly limits the number of organisms bearing transitional characteristics. Since many organisms are not fossilized, this increases the likelihood that transitional forms would not be fossilized. One strength of this theory is that Gould and Eldredge claim it is predicted by population genetics. But what are the implications of punctuated equilibrium? Under punctuated equilibrium, species usually change little as, gradual change is not the normal state of a species. Large populations may experience, minor adaptive modifications of fluctuating effect through time but will rarely transform in toto to something fundamentally new. This is called stasis. But small peripheral populations may allow for more change at a quicker rate. Gould argued that most macroevolutionary change takes place in such populations during speciation such that there is insufficient time for the transitional forms to be fossilized: Speciation, the process of macroevolution, is a process of branching. And this branching â‚ ¬Ã‚ ¦ is so rapid in geological translation (thousands of years at most compared with millions for the duration of most fossil species) that its results should generally lie on a bedding plane, not through the thick sedimentary sequence of a long hillslope. What is meant by phylogeny? Give an account on phylogeny of humans. Ans- The context of evolutionary biology is phylogeny, the connections between all groups of organisms as understood by ancestor/descendant relationships. Not only is phylogeny important for understanding paleontology, but paleontology in turn contributes to phylogeny. Many groups of organisms are now extinct, and without their fossils we would not have as clear a picture of how modern life is interrelated. We express the relationships among groups of organisms through diagrams called cladograms, which are like genealogies of species. Phylogenetics, the science of phylogeny, is one part of the larger field of systematics, which also includes taxonomy. Taxonomy is the science of naming and classifying the diversity of organisms. In humans- it is used to the transfer of genes. In general, organisms can inherit genes in two ways: vertical gene transfer and horizontal gene transfer. Vertical gene transfer is the passage of genes from parent to offspring, and horizontal gene transfer or lateral gene transfer occurs when genes jump between unrelated organisms, a common phenomenon in prokaryotes. Horizontal gene transfer has complicated the determination of phylogenies of organisms, and inconsistencies in phylogeny have been reported among specific groups of organisms depending on the genes used to construct evolutionary trees. Carl Woese came up with the three-domain theory of life (eubacteria, archaea and eukaryotes) based on his discovery that the genes encoding ribosomal RNA are ancient and distributed over all lineages of life with little or no horizontal gene transfer. Therefore, rRNAs are commonly recommended as molecular clocks for reconstructing phylogenies. This has been particularly useful for the phylogeny of microorganisms, to which the species concept does not apply and which are too morphologically simple to be classified based on phenotypic traits. DNA is genetic material. Describe two classical experiments to support this statement. Ans- Clarification came during the First World War. During the war, hundreds of thousands of servicemen died from pneumonia, a lung infection caused by the baceterium Streptococcus pneumoniae. In the early 1920s, a young British army medical officer named Frederick Griffith began studying Streptococcus pneumoniae in his laboratory in the hopes of developing a vaccine against it. As so often happens in scientific research, Griffith never found what he was looking for (there is still no vaccine for pneumonia), but instead, he made one of the most important discoveries in the field of biology: a phenomenon he called transformation. Dr. Griffith had isolated two strains of S. pneumoniae, one of which was pathogenic (meaning it causes sickness or death, in this case, pneumonia), and one which was innocuous or harmless. The pathogenic strain looked smooth under a microscope due to a protective coat surrounding the bacteria and so he named this strain S, for smooth. The harmless strain of S. pneumoniae lacked the protective coat and appeared rough under a microscope, so he named it R, for rough . Dr. Griffith observed that if he injected some of the S strain of S. pneumoniae into mice, they would get sick with the symptoms of pneumonia and die, while mice injected with the R strain did not become sick. Next, Griffith noticed that if he applied to the S strain of bacteria, then injected them into mice, the mice would no longer get sick and die. He thus hypothesized that excessive heat kills the bacteria, something that other scientists, including Louis Pasteur, had already shown with other types of bacteria. However, Dr. Griffith didnt stop there he decided to try something: he mixed living R bacteria (which are not pathogenic) with heat-killed S bacteria, then he injected the mixture into mice. Surprisingly, the mice got pneumonia infections and eventually died (Figure 3). Dr. Griffith examined samples from these sick mice and saw living S bacteria. This meant that either the S bacteria came back to life, an unlikely scenario, or the live R strain was somehow transformed into the S strain. Thus, after repeating this experiment many times, Dr. Griffith named this phenomenon transformation. This discovery was significant because it showed that organisms can somehow be genetically re-programmed into a slightly different version of themselves. One strain of bacteria, in this case the R strain of S. pneumoniae, can be changed into something else, presumably because of the transfer of genetic material from a donor, in this case the heat-killed S strain. Scientists around the world began repeating this experiment, but in slightly different ways, trying to discover exactly what was happening. It became clear that, when the S bacteria are killed by heat, they break open and many substances are released. Something in this mixture can be absorbed by living bacteria, leading to a genetic transformation. But because the mixture contains protein, RNA, DNA, lipids, and carbohydrates, the question remained which molecule is the transforming agent? This question was examined in several ways, most famously by three scientists working at The Rockefeller Institute (now Rockefeller University) in New York: Oswald Avery, Colin MacLeod, and Maclyn McCarty. These scientists did almost exactly what Griffith did in his experiments but with the following changes. First, after heat-killing the S strain of bacteria, the mixture was separated into six test tubes. Thus, each of the test tubes would contain the unknown transforming agent. A different enzyme was then added to each tube except one the control which received nothing. To the other five tubes, one of the following enzymes was added: RNase, an enzyme that destroys RNA; protease, an enzyme that destroys protein; DNase, an enzyme that destroys DNA; lipase, an enzyme that destroys lipids; or a combination of enzymes that break down carbohydrates. The theory behind this experiment was that if the transforming agent was, for example, protein the transforming agent would be destroyed in the test tube containing protease, but not the others. Thus, whatever the transforming agents was, the liquid in one of the tubes would no longer be able to transform the S. pneumonia strains. When they did this, the result was both dramatic and clear. The liquid from the tubes that received RNase, protease, lipase, and the carbohydrate-digesting enzymes was still able to transform the R strain of pneumonia into the S strain. However, the liquid that was treated with DNase completely lost the ability to transform the bacteria . Thus, it was apparent that the transforming agent in the liquid was DNA. To further demonstrate this, the scientists took liquid extracted from heat-killed S. pneumoniae (S strain) and subjected it to extensive preparation and purification, isolating only the pure DNA from the mixture. This pure DNA was also able to transform the R strain into the S strain and generate pathogenic S. pneumoniae. These results provided powerful evidence that DNA, and not protein, was actually the genetic material inside of living cells. PART-B Do the two strands of DNA duplex carry the same genetic information? Explain. Ans:- No,the two strands of dna duplex carry different information ,because  complementary  base pairs  binding to form a  double helix.The two chains are wound round each other and linked together by hydrogen bonds between specific complementary bases to form a spiral ladder-shaped moleculeThe stabilization of  duplex  (double-stranded) DNA is also dependent on base stacking. The planar, rigid bases stack on top of one another, much like a stack of coins. Since the two purine.pyrimidine pairs (A.T and C.G) have the same width, the bases stack in a rather uniform fashion. Stacking near the center of the helix affords protection from chemical and environmental attack. Both hydrophobic interactions andvan der Waals forces  hold bases together in stacking interactions. About half the stability of the DNA helix comes from hydrogen bonding, while base stacking provides much of the rest. What is the difference between Z and B- DNAs? ANS:- Z-DNA  is one of the many possible double helical structures of  DNA. It is a left-handed double helical structure in which the double helix winds to the left in a zig-zag pattern. alternating  purine-pyrimidine  sequence (especially poly(dGC)2), negative  DNA supercoiling  or high salt and some  cations  (all at physiological temperature, 37 °C, and pH 7.3-7.4). Z-DNA can form a junction (called a B-to-Z junction box) in a structure which involves the extrusion of a base pair.  The Z-DNA conformation has been difficult to study because it does not exist as a stable feature of the double helix. Instead, it is a transient structure that is occasionally induced by biological activity and then quickly disappears. B-DNA It is an antiparallel double helix.It is a right-handed helix. The base-pairs are perpendicular to the axis of the helix. (Actually, they are very slightly tilted at an angle of 4 degrees)The axis of the helix passes through the centre of the base pairs.Each base pair is rotated by 36 degrees from the adjacent base pair.The base-pairs are stacked 0.34 nm apart from one another.The double helix repeats every 3.4 nm, i.e. the pitch of the double helix is 3.4 nm.B-DNA has two distinct grooves: a MAJOR groove; and, a MINOR groove. These grooves form as a consequence of the fact that the beta-glycosidic bonds of the two bases in each base pair are attached on the same edge. However, because the axis of the helix passes through the centre of the base pairs, both grooves are similar in depth. 6. What is the role of RNA in DNA replication? ANS:- RNA WAS NEED TO INTIATE THE TRANSCRIPTION PROCESS.   On the lagging strand, primase builds an RNA primer in short bursts. DNA polymerase is then able to use the free 3 OH group on the RNA primer to synthesize DNA in the 5 † Ã¢â‚¬â„¢ 3 direction. The RNA fragments are then removed (different mechanisms are used in eukaryotes and prokaryotes) and new deoxyribonucleotides are added to fill the gaps where the RNA was present. DNA ligase is then able to ligate the deoxyribonucleotides together, completing the synthesis of the lagging strand. This rna primer was a short strand of RNA that is synthesized along single-stranded DNA during replication, initiating DNA polymerase-catalyzed synthesis of the complementarystrand.  

Doctor Faustus Essays: Applying the Psychoanalytical Approach :: Doctor Faustus Essays

Applying the Psychoanalytical Approach to Dr. Faustus Within the text of Christopher Marlowe's "Doctor Faustus," a reader notices the struggle between the superego and the id. Throughout the play, Faustus struggles with himself while Lucifer and Mephistopheles struggle with him. Though these huge conflicts take place in the text they aren't the greatest of situations when one tries to apply the psychoanalytical approach. The most obvious situation arrives with the introduction of the Seven Deadly Sins. They represent the constant struggle between the id and the superego. They add to the seduction of Dr. Faustus and the constant struggle in a chaotic Hell. The id possesses most of the sins: Pride, Covetousness, Envy, Wrath, Gluttony and Lechery. All six of these sins show characteristics that are strong and powerful. Though these sound as if they were good characteristics, they are actually extremely over-bearing. When the sins explain who they are, they don't leave any room for argument. They just say who they are, and they take what they want. For example, Pride explains what he can do with a woman: "I can creep into every corner of a wench: sometimes, like periwig I sit upon her brow; next, like a necklace I hang about her neck; then, like a fan of feathers I kiss her..." (Marlowe, II.ii.120) Obviously, Pride feels powerful enough to take any woman he wants and perform with her any way he wants. With a sly and mischievous voice Pride states what he can do and no one can change it. Another great representation of the id is Lechery or lust. Lechery just walks out and struts her stuff in front of Faustus. The reader realizes that her power is not in her words but in her presence. Even Lucifer notices her strength because he sends her away almost as fast as she comes in. "Away, to hell, away! On, piper!" (Marlowe, II.ii.177) Lechery closes the deal on Faustus. Her presence is so powerful that Faustus returns to the hands of Lucifer. All six of these Seven Deadly Sins show their strength and power, for they don't back down, except to Lucifer. They do what they want and say what they please, because they are the angels of Lucifer, the most evil angel of them all. In achieving their goals they are very aggressive and Lucifer provides them all the freedom they need in order capture new souls like Faustus.

Hazing Essay -- Essays Papers

Hazing Hazing is one of the fastest rising problems in America. "Hazing" has caused many deaths and psychological problems to its victims. Hazing humiliates, and degrades individuals. People have heard of hazing recently due to the deaths of many kids and teenagers. Hazing used to be thought of as harmless and was considered to be harmless pranks with college students in fraternities. Today, hazing is experienced by boys/men and girls/women in school groups, university organizations, athletic teams, the military, and other social and professional organizations. Hazing has grown to become a major social problem. Recent incidents have been documented in marching bands, religious cults, and other types of clubs. Reports of hazing activities in high schools are on the rise. Hazing is considered to be: physically abusive, hazardous, and/or sexually violating. While alcohol abuse is common in many types of hazing, there are other abusive techniques such as: yelling, swearing and insulting new members/rookies, forcing participants to wear embarrassing or humiliating attire in public, consumption of substances, physical beatings, binge drinking and drinking games, and sexual assault. Hazing is abused mostly at the University level. In the Alfred/NCAA survey of college athletes, hazing was defined as, "any activity expected of someone joining a group that humiliates, degrades, abuses or endangers, regardless of the person’s willingness to participate. This does not include activities such as rookies carrying the balls, team parties with community games, or going out with your teammates, unless an atmosphere of humiliation, degradation, abuse or danger arises." According to the survey, hazing is now looked at as someone in charge... ...orks Cited Clay, Gordon. Hazing. 5 April 2004. <http://www.menstuff.org/issues/byissue/hazing.html>. ESPN. Sports Hazing Incidents. 5 April 2004. <http://www.espn.go.com/otl/hazing/list.html>. Fierberg, Douglas E. Hazing: Know Your Real "Rights" of Passage. 5 April 2004. <http:// www.smcalaw.com/hazing/defpage1.htm>. Lycoming College. Anti Hazing Information. 5 April 2004. <http://www.lycoming.edu/stuprograms/anti-hazing.htm>. Nuwer, Hank. Unofficial Clearinghouse to Track Hazing Deaths and Incidents. 14 April 2004. http://www.hazing.hanknuwer.com. Social Psychology Doctor Program. Social Psychology. Course Home Page. Dept. of Psychology, Miami U. 5 April 2004. <http://www.units.muohio.edu/psybersite/groups/hazing.shtml>. University of Washington. Hazing. 5 April 2004. <http://www.washington.edu/students/handbook/hazing.html>.

Merseyside and Rotterdam projects Essay

I would choose Merseyside project rather than Rotterdam’s not only for its superior prospect based on the quantitative criteria, but also for a more rational strategy consideration. For the four investment criteria, here’s the elaboration. NPV. Since the two plants are of identical scale, age, design and similar project size, it makes sense to use NPV to compare the two projects. Not taken into account the erosion at Merseyside, the projected NPV of Rotterdam project is GBP4.49 million (GBP15.06 million- GBP10.57 million) higher than that of Merseyside project. IRR. The IRR of the Merseyside project (24.3%) is 5 percentage points higher than that of Rotterdam project (17.3%). Payback. Based on the cumulative free cash flow calculated, the payback period of Merseyside (3.8 years) is four years less than that of the Rotterdam projects (7.9 years), which is a big difference for a 15-year project. Growth in EPS. Calculated as the average annual EPS contribution of the project over its entire economic life (15 years), the average annual addition to EPS of Merseyside and Rotterdam projects are GBP0.022 and GBP0.030 respectively, with a difference of GBP0.008. A quick look at the four quantitative criteria might suggest that the two projects are of similar value to Victoria Chemicals; NPV and Growth in EPS are in favor of Rotterdam while IRR and Payback are in favor of Merseyside. However, taken into consideration the current status of the industry, the four criteria should not be of the same weight. As suggested by the director of sales, the industry is in a downturn with a possible oversupply issue around the corner. A price competition can be foreseen among the top suppliers of polypropylene in Europe, which would require a more liquid financial status of the company. A 7.9-year payback suggested by Rotterdam project might put the company into a dangerous financial situation among fierce competition and the company might even have no chance to enjoy the proposed benefits (higher NPV and Growth in EPS). With this being said, the Merseyside project is a better choice based on the quantitative analyses. From the strategy point of view, Merseyside project is still the project that is easier to  receive a green light from the senior management of the company for the following reasons. 1) The new Japanese process-control technology is still too young to ensure the stable efficiency gains across each of the production facilities. Even time will help reduce the variability of the efficiency gains generated by the system itself, none of the machinery at Victoria Chemicals’ two plants has been tested for the compatibility for this Japanese technology. Admittedly, the potential success of the Rotterdam project will benefit the company significantly in terms of both market position and financial status, it was based on too many assumptions and thus less persuasive. 2) Although the Rotterdam project is a phased program, it is irreversible due to the complexity of the technology and the extent to which it would permeate the plant. That is to say, once the senior management choose the Rotterdam project and the new technology turns out to be less than satisfactory, all the investments are wasted. Moreover, it would be hard to sell the purchase option of a pipeline and its right-of-way if the plan didn’t work out due to the strong objection from some senior executives. 3) It would be harder for Victoria Chemicals to justify to investors its investment in Rotterdam project than in Merseyside project. Rotterdam project is dependent on a technology with unforeseeable future and propylene supply that are subject to vary over time. These factors are difficult to quantify and for investors, who have already cast doubt on the company’s financial performance due to the corporate raider Sir David Benjamin, these can exacerbate their unsecure feeling towards the company and thus worsen the projected EPS. 4) Assume the Rotterdam project can achieve all the predicted financial goals and benefit both plants, there’s no reason that the new control technology has to be installed now. O the contrary, Merseyside project is comparatively simpler for execution and the effects of it can be seen sooner (only a 1.5 months downtime for construction is needed versus 12 months downtime required by Rotterdam project). Given the facts mentioned, why not choose Merseyside project now and wait for two years to see how the market develops and decide whether to install the new control technology that might be more mature and stable at that time? Some may argue that the Merseyside project is too conservative and might jeopardize Victoria Chemicals’ chance to become the pioneer in using advanced process control technology, however, based on aforementioned  analysis, I believe the Merseyside project will be the right choice at this timing but the flexibility of adding the technology in the future should be retained.

The Factors Affecting Insomia

Surveys in industrialized western countries found that in any one year, about one-third of the adult population say they have some degree of Insomnia. 34 doctors said that about 12% of their patients complain of sleep disturbance (Lack and Thorn 1991). They also sound that 33% of adults reported difficulty sleeping, and 11% said they has problems sleeping at least frequently. Other research indicates that 75% of people with chronic insomnia who seek treatment at clinics or are poor sleepers blame the sleep problems on stressful life events ( Kales, 1984). Even though the information from Kales seems like a high estimate, it appears likely that chronic insomnia often develops from emotionally transient or short-term insomnia. Insomnia can be looked at as total lack of sleep but others say it†s a sleep disorder. Allen (1991) believes that insomnia is not a disorder but a symptom or a group of symptoms. Insomnia is the inability to fall asleep, frequently and prolonged gross physical or psychological pathology. This is said to be one of the most common sleep disturbances. Insomnia is the opposite form of sleep disturbance and it may be an associated with a variety of pathological conditions. There are different kinds of insomnia: 1) Transient insomnia which is a sleep complaint that has been present for only a few nights, 2) Short-term insomnia a condition that last for six or eight weeks; and 3) Chronic insomnia which are symptoms that have been occurring for years. (Mant & Bearpark, 1990) Some drugs and behaviors can result in or worsen sleep problems, such as drinking caffeine-containing beverages, smoking and alcohol intake before going to bed. Varying bedtimes from night to night and changing work shifts are other lifestyle factors that can undermine sleep quality (Searle, 1998). Environmental factors such as noise from passing traffic, airplanes, neighbors stereo blasting aloud, too much light in a room and extreme temperature can disturb sleep. This disorder or just lack of sleep can be look at as some sort of Insomnia. Insomnia often present as one or more of the following: difficulty in getting to sleep, general sleep disturbance, and early morning awakening. Sleep in this case may not be shortened, but disrupted. However, if this becomes severe such disruption causes excessive daytime sleepiness (Horne, 1988). Coats and Thoresen (1984) designed a study to find out whether daytime thoughts and behavior are associated with good and poor sleep. The subjects in the study were two teachers with heavy daytime stress and insomnia. The goal of the study was to determine whether day or night sleeping brings about more cases of insomnia. They found a correlation between the amount of the subject†s actual sleep and mood the next day. This consisted of recordings for the subjects sleeping at nights, including individuals who to paid close attention to the subject†s teaching during that time, and a breakdown of subject†s thoughts and feelings as recorded on the tapes. In the results, the researchers found a connection between the daily actions (mood, stress-related behaviors and negative statements) and actual sleep relating to the complaint of lack of sleep (Coates & Thorensen, 1984). Behavioral assessments can be a good way of treating insomniacs has shown in the previous study. Friedman, Bootzin, Hazelwood, and Tsao (1992) conducted a study to observe whether behavioral treatments can work for older adults with insomnia. The age group of these participants ranged from 46 to 76. They included experimental conditions for support and sleep hygiene, stimulus control and a control group. The results of the study reveal that all groups were capable of improving assessed awakenings, naptime, and a feeling of euphoria after waking up. The subjects at week 3 felt less depressed and slept better. Even after a 2year follow up, researchers also found that the stimulus control subjects kept on using the treatment and had a good sleep habit and sleep quality. Therefore, the researchers concluded that behavioral treatments would be effective in improving sleep among older adults with insomnia. Other considerations of treatment such as drug treatment, physical exercise, sleep environment and diet. In drug treatment, drugs that enhance sensory flow and activation (antidepressants and Ritalin) are only good for short-term use ( Baekenland , 1970). Physical exercise can help to increase sensory flow and activation for the efficient onset and maintenance of sleep. A good sleep environment such as going to bed with the television, radio, fan or light is often helpful because it can enhance sensory flow and accompany anxiety that comes with lack of sleep. In diet, a high protein (fat) low carbohydrate diet would benefit sleep because it helps to keep blood sugar falling to the low levels that trigger adrenegic alerting reactions. It also increases NE, an excitatory neurotransmitter in the brain and depresses brain seratonin an inhibitory neurotransmitter ( Schildkruat, 1967).

My Gesellschaft Society Essay

Many young people in this day and age are tying to look act, and overall seem older. I deal with these struggles everyday in my life. Kids face many dilemmas in their trek to adulthood yet, they still try to obtain adulthood earlier by going through the â€Å"proper† rites of passage. These things create dilemmas, which can help or hinder lifetime goals. Two of the dilemmas that young people face today are peer pressure, and adult pressure. Kids today in the modern society encounter things such as smoking, drinking, and violence. In a Gemeinschaft society peer pressure is not going to be a really big issue in a teens life. All of the people in that society are probably going think and have the same ideal as everybody else in their community. Although in a Gesellschaft society, teens are going to struggle with different issues because no one thinks the same or follows the same ideas or trends. I know in my life it is very hard to stick to what I believe in. There is always going to be someone out there to tell you a different side of a situation. In some ways seeing two different views of a problem is good. It helps to weigh out the good and the bad. I live in a Gesellschaft society. The friends I hang around with have many different beliefs about everything. There is no way that we can all believe or follow the same ideas. Peer pressure is a very major dilemma when friends or peers try to get a person to do what they, the majority, like and not what the individual likes, or does not want to do. Peers create some of the so-called rites, when one follows, more start to follow, then it becomes the scenario of follow the leader. For example, some teens think that drinking is a passage into adulthood because the law states you must be 21 to drink. The logic of some teens indicates that if you drink you are considered an adult. Therefore if one teen tries it he/she is supposedly accepted as a more mature person, so more people will follow. Many adolescents fear their peers because of the fact that the peer group may  have set certain ideals, yet the individual may or may not have the resources to obtain the ideals. If there is a lack of resources then the individual may have a very low level of self-esteem. Many individuals do not care for the ideals yet they allow themselves to be converted to the majority and this can also create a problem with ones self-esteem. Peer pressure is not a bad thing. We all are influenced by our peers, both negatively and positively. It helps define who we are and how we feel about subjects in our lives. It is how we chose to react to peer pressure that defines who we are as an individual. Are we a leader or a follower? Both types of people are needed to make the world go round. Basically, the difference between negative and positive peer pressure is the outcome. The reverse of the situation above is negative peer pressure. The situation itself is positive peer pressure. For example, a teen really doesn’t like sports, but pushes himself to do it to please his friends or to be accepted. Therefore, he probably doesn’t do too well at it, and gets only criticism, which lowers his self-esteem from the very friends he is trying so hard to impress. That is a form of negative peer pressure. Another kind of pressure is adult pressure, adults create many dilemmas in a teens life. Adults tell teens what and what not to do. They make things harder by the fact that adults pressure teens into colleges, jobs, careers, and life over all. Adults also create self-esteem problems in teens by not respecting choices or decisions made by teens. For example, children are taught by their parents to supposedly know what is right or wrong. The child may not like their parents’ answer to a question or situation, and in some cases get furious at the decision and go and do the wrong thing. In a way this is a case of peer pressure because the child wants to do what his/her friends are doing which could be the wrong thing and the child gets mad at the parents because they say no. Adults pressure teens into not doing things also. Drugs, sex, and alcohol are some of the many things peers and adults disagree upon. The style of clothes one wears is also a big disagreement between the two groups. In a way adult pressure is worse than peer pressure. Adults control teens lives until they are eighteen years old or older. Adults may force a son or daughter to go to a certain college that the teen does not want to attend, or obtain a career that the teen does not want. Peer pressure is a normal aspect in a teen’s life. For example, if a parent doesn’t like the current teen fashion does not mean that a parent should have to fight it. When everyone at school is wearing jeans that are five times too big for them, and a teen wants to also, you can cut them some slack. But, if everyone is wearing these jeans down around their knees, you should have a battle. In conclusion the two pressures of peers, and adults are often conflicting. Sometimes neither is good, and other times both are good. Adult pressure is by far the worst creating many problems with youths today. Peer pressure may also create problems yet they are easier to deal with. The best thing to do is to respect one’s own decision for one’s self and no one else’s.

Chapter6: Advertising Design

Chapter6: Advertising Design 1. How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? 6steps of hierarchy of effects: Awareness-Knowledge-Liking-Preference-Conviction-purchase The six steps are sequential, although some experts question if they are really sequential. But, the basic model says they are sequential and that consumers spend some time at each step. For instance, before a consumer can like a brand, they first must be aware of it and develop some knowledge of it. To develop brand loyalty, consumers must go through all six steps.It is similar to attitude formation and the cognitive-affective-conative sequence. Cognitive component of attitude is the awareness and knowledge. Affective component of attitude is the liking, preference, and conviction. Conative component of attitude is the purchase. The second theory that it is important to consider is means-end theory. The basic concept is that a means, the messag e, leads to an end-state, or personal value. The model suggests six elements that are critical to ad design. Product attributes lead to consumer benefits. The leverage point connects that benefit to the personal value.Taglines are used to make an important and memorable point about the product. 2. How can leverage points and taglines increase advertising effectiveness? Leverage points are important. They move consumers from the benefits to the personal values. It links attributes to benefits to personal values. The leverage point should be associated with some component of attitude change. To be effective, ads need powerful leverage points. The leverage point can be a visual, part of a visual, a headline, a tagline or even copy in the ad. Most creatives spend considerable time thinking about and creating a good leverage point.Taglines are key phrases in an advertisement. They are designed to be memorable, unique, and offer a special meaning about the brand. Taglines can provide cons istency across ads and across advertising campaigns. Taglines become identified with a specific brand and transcend any specific ad or ad campaign. Developing good taglines is important because it lives with that brand and is around a long time, such as Nike’s tagline â€Å"Just Do It. † While taglines can be changed, companies have to be careful not to confuse customers and convey conflicting messages about the brand. 3.What roles do visual and verbal images play in advertisements? The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall.So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals. 4. What are the seven main types of advertising appeals? * Fear * Humor * Sex * Music * Rationality * Emotions * Scarcity 5. How can fear be used to create an effective ad?Fear appeals are common and are used for products ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of consequence that will occur and vulnerability is the probability of the event happening. Response efficacy is the likelihood that a change in behavior or actions will result in a desirable positive consequence. Intrinsic reward is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response cost is the cost or sacrifice the person will need to make to obtain the reward.Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to stop an undesirable behavior. All of these factors influence the effectiveness of an ad using a fear appeal. The behavioral response model explains how fear appeals work. For a product, such as a home security system ad can focus on severity, what happens when a home is broken into, or the vulnerability, which would be the probability of it actually occurring. The ad can show the negative consequence of such an event. An ad can show the intrinsic and extrinsic rewards from installing a security system.Response efficacy can be illustrated by the alarm going off when a burglar tries to enter and the police are called. Peace of mind and security are then shown as the positive consequence. 6. How can humor be used to create an effective ad? Humor is an excellent appeal for getting and keeping someone’s attention. Humor is used in about 30% of television and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and then remember the ad. In recall tests, consumers most often remembered humorous ads over ads with other types of appeals. The best results occur when the humor is connected naturally with the product.Advantages: Humor piques consumer interest. Humor increases recall and comprehension of ads. Humor elevates people’s moods, and if people feel good about an ad, they will tend to think positively about the brand being advertised. Problems occur when the humor is offensive or overpowers the message. To prevent the humor from overpowering the message, the humor should focus on the product and not stand alone. Hu mor is rooted in culture and so what is funny in one country is not likely to be funny in another. Good humor that is remembered and that is connected with the brand is difficult to achieve. . Why does sex play such a prominent role in advertising? Sex appeals are often used to break advertising clutter. The use of sex appeals has increased in the United States and in many other countries. The problem is that sex appeals may not carry the impact they used to because children are growing up exposed to sexual themes all around them. As a result, many advertisers are moving to more subtle sexual clues and a softer sexual approach. 8. How can music, rationality, and scarcity be used to increase advertising effectiveness? Music is an important part of advertising.It connects with emotions and generates memories. It has intrusive value and gets attention. Music increases the retention of visual information. It produces higher recall scores and can increase persuasiveness. Music tends to b e stored in long-term memory and consumers often tie a particular music or song with a particular brand of product. Music appeals offer a number of advantages. Consumers have an affinity with existing songs so when an existing song is used, consumers have already heard it and most have developed emotions with it. Brand awareness, brand equity, and brand loyalty become easier with music appeals.One reason mcgarrybowen sent a creative brief to musicians and asked them to write a song is that to purchase the rights to current popular songs can be extremely expensive. Musicians have become more open to writing and performing songs for ads. It is a way to be heard. Songs are often posted on YouTube and other sites. Occasionally, the full song version of a tune written for an ad will become popular and move to radio stations and other popular outlets for music. Rational appeals are based on the hierarchy of effects model and the sequence of steps outlined in the model. It implies active p rocessing of information.Rational appeals work best for print ads where longer copy can be inserted and online where there is very little limit to what copy can be inserted. Rational appeals are common in business-to-business ads, again in print media, especially trade publications. When members of the buying center are searching for information, ads using rationale appeals can be effective. Rationale appeals work well for complex and high involvement products. If a person processes the information in a rationale ad, it is excellent at changing attitudes. Scarcity appeals recommend consumers to make a purchase now because of some type of limitation.Often that limitation is limited supply so the product must be purchased before they are all gone. It can be based on limited time. You only have 5 days or one week, or just one hour. Scarcity appeals are often tied to other promotions such as contests, sweepstakes, and coupons. The concept is to encourage customers to take action, now, a nd not wait, or it will be too late. 9. What are the primary areas of concern in international advertising? Chapter7: 1. How are the three main types of message strategies used to increase advertising effectiveness? Cognitive message strategy: presents rational arguments or pieces of information to consumers. ) Generic cognitive message strategy promotes a product’s attributes or benefits in a straight forward manner without any claims of superiority. This ad for Koestler Granite and Marble uses a generic strategy. Generic message strategies can stimulate brand awareness. It can also strive to make the brand synonymous with the brand category. b) Preemptive cognitive message strategy makes a claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same claim. This advertisement for Waterfront Grill uses a preemptive message strategy.An effective preemptive message strategy can occur when a com pany is the first to state an advantage or benefit. c) Unique selling proposition message strategy focuses on a testable claim of uniqueness or superiority. d) Comparative cognitive message strategy focuses on a direct or indirect comparison to a competing brand. The brand can be real, mentioned, or fictitious. The advantage of comparative ads is that they tend to capture attention. Brand awareness and message awareness tend to be higher. The negative is that they can be less believable and can create a negative attitude.This is most likely to occur when a negative comparison approach is used in the ad, downgrading the competing brand. If the consumer does not believe the ad, then spontaneous trait transference can occur, which is placing the negative trait on the advertised brand instead of the competitor. It is important to choose competitors wisely in making comparisons. Advertisements that invoke feelings or emotions are affective message strategies. These messages attempt to en hance the likeability of a product, recall of the message, and comprehension of the message. ) Resonance advertising connects a product with a consumer’s experiences from the past in order to develop a bond with the brand. Often, advertisers will use music from that generation to create that emotional bond. b) Emotional messages attempt to elicit emotions that will lead to product recall and choice. Many different emotions can be connected with a product. Emotional messages are used in both consumer and business-to-business advertising. Affective message strategies help develop brand equity through creating an emotional bond with the brand.Conative message strategies are designed to lead directly to some type of action or response. a) Action-inducing conative ads encourage consumers (or businesses) to act in some way, to do something. It can be to make an inquiry or access a Web site for more information. b) Promotional support conative messages are tied with some type of pro motion. It may be a coupon, a contest, or a sweepstake. 2. How do the main types of executional frameworks help to deliver quality advertising messages? 3. What types of sources or spokespersons can be used in advertisements or commercials? Advertisers have four choices –Celebrities: The most common type of spokesperson is the celebrity. They are featured in about 6% of all ads. A celebrity can enhance brand equity and create emotional bonds with the brand. Celebrities are more effective with younger consumers than with older individuals. Athletes are a popular category of spokespersons. Celebrity spokespersons can be used to establish a brand’s personality. Categories of celebrity: Unpaid celebrity endorsements will sometimes occur with a charity or cause. When celebrities endorse a cause and are not being paid for the endorsement, they carry a high level of credibility.Celebrity voice-overs are used because of the quality of their voice. Sometimes it is because the v oice can be recognized and will influence consumers. At other times the voice-over is a distraction because consumers pay too much attention to the voice and don’t hear the brand message. The last category, dead celebrities is somewhat controversial. It is becoming more common because they can’t bring negative publicity to themselves or the brand. CEO: CEOs can be used as spokespersons. They work well if they are highly visible and personable. They can be a major asset to a company.They work especially well for local companies where consumers in that area know them personally, or at least have met them. Expert spokespersons: should be experts in their fields. They then serve as an authoritative figure and can provide expert opinions. Typical persons: It can be either paid actors who portray a typical person, or it can be everyday, ordinary people. 4. What process is used to create advertisements? While a creative may not draw a means-end chain out as was illustrated in this text, the creative will consider the product’s attribute, benefits, and the values it can fulfill.Decisions then must be made about the leverage point, the appeal, the message strategy and the execution. Finally, if a spokesperson is going to be used, the agency and client will need to decide who it will be. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue. From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand.It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 5. What are the principles of advertising effectiveness? Producing effective ads requires the joint efforts of the client and agency personnel. This slide lists some important principles to follow. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue.From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand. It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 6. How are advertising programs adjusted to fit international circumstances?Chapter 8: Traditional Media Channels 1. What is a media strategy? Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to potential customers is a challenge. It involves matching a target audience to the media audience of specific programs. 2. What elements and individuals are involved in media planning? Media planning begins with a careful analysis of the target market. It involves understanding the process they use in making purchases, the consumer behavior events that guide those choices.It involves studying the media choices the target market makes and understanding their listening and viewing habits. To match the media to the target market requires understanding the target market. Components of media plan: marketing analysis provides a comprehensive review of the marketing program and where advertising fits into the plan. An advertising analysis states the primary advertising strategy and budget to be used, a s well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will appear in individual media vehicles.The media planning concludes with a justification and summary of the media plan. Individual involved: Media planners work closely with the creative staff, the account executive, account planners, and media buyers. Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyer’s responsibility to ensure a good location for ads. Research has shown there is little connection between the size of the agency and the price negotiated. Being a large agency does not guarantee lower prices. A spot ad is a one-time placement of an advertisement.The rates are negotiated individually with television stations and as a result prices vary considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agency’s culture and track record in buying media, and in the relationships the media buyer develops with the media reps. 3. How do the terms used to describe advertising help the marketing team design effective campaigns? * Reach: Number in target audience exposed, typically 4-week period * Frequency: Average number of exposures Opportunities to see (OTS): Cumulative exposures, Placements x frequency * Gross rating points (GRPs): Measures impact of intensity of media plan, Vehicle rating x OTS (number of insertions) * Costs: Cost per thousand (CPM), CPM allows for cost comparisons * Ratings and Cost per Rating Point (CPRP): Ratings measure percent of target market exposed by medium, CPRP allows for comparison across media, Cost of media buy / vehicle’s rating, Weighted CPM * Continuity: Continuous campaign, Pulsating campaign, Flighting (or discontinuous) campaign * Impressions: Gross impressions – total audience exposed to ad 4.What are some of the primary advertising objectives? The three-exposure hypothesis was introduced by Herbert Krugman. The hypothesis states that it takes at least 3 exposures to an ad for it to have an effect. It also is based on the idea that advertising has intrusion value, which is viewers will pay attention to an ad even if they don’t want to. Most advertisers feel three exposures are not enough and that advertising today does not always display intrusion value.Consumers have selective attention and focus. They pay attention to only certain ads. According to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad and suggests advertising needs to be continuous since most of the time ads are ignored and increasing exposure through adding reach is more important than adding frequency.Effective reach is the percent of th e audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times and audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times then resources are being wasted. The size and placement of ads impact exposure and impact effective reach and effective frequency.Advertisers today have computer models that will help them optimize media schedules. 5. What are the advantages and disadvantages associated with each of the traditional advertising media? TV: Advantages: High reach, High frequency potential, Low cost per contact, Quality creative opportunities, High intrusion value, Segmentation possibilities through cable outlets Disadvantages: Greater clutter, Channel surfing during commercials, Short mount of copy, High cost per ad, Low recall due to clutter Radio: Advantages: Lower cost per spot than television, Low production cost, Music can match station’s programming, High segmentation potential, Flexibility in making new ads, Able to modify ads to fit local conditions, Intimacy (with DJs and radio personalities), Creative opportunities with music and other sounds, Mobile: people carry radios everywhere Disadvantages: Short exposure time, Low attention, few chances to reach national audience, Target duplication when several stations use same format Outdoor: Advantages: Large, spectacular ads possible, Able to select geographic areas, Accessible for local ads, Low cost per impression, Broad reach, High frequency on major commute routes Disadvantages: Legal limitations, Short exposure time, Brief messages, Little segmentation possible, Cluttered travel routes Magazine: Advantages: High market segmentation, Targeted audience interest by magazine, High color quality, Long life, Direct response techniques, Read during leisure time, Longer attention to ads Disadvantages : Long lead time for ads, little flexibility, High cost, High level of clutter, Declining readership Newspaper: Advantages: Priority for local ads, Coupons and special-response features, High credibility, Strong audience interest, longer copy/message possible, High flexibility, Cumulative volume discounts Disadvantages: Major clutter, Short life span, Poor quality reproduction, Limited audience, Poor buying procedures 6. How can the marketing team use the media mix to increase advertising effectiveness? * Selecting the proper blend of media outlets for advertisements is crucial. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining two or more media increases the impact of an advertising campaign more than any one medium by itself. This is true in both the consumer market and the B-to-B market. 7.What are the key issues as sociated with media selection for business-to-business markets? * B-to-B ads looking more like consumer ads * Reasons for shift * Decision makers also consumers * Decision makers difficult to reach * Clutter in B-to-B traditional media * Increase in advertising through consumer media * Trade publications still important * Same with Business magazines 8. What issues are associated with media selection in international markets? * Media importance varies. * Media viewing habits vary across countries. * Media buying is different. * Cultural mores vary. Chapter9: E-active Marketing 1. What is e-active marketing? It combines the two major components of e-commerce and interactive marketing.E-commerce consists of click-only operations that sell exclusively online and bricks-and-clicks that operate both a retail store and are online. E-commerce is being conducted in both the consumer sector and the B-to-B sector. Interactive marketing is the development of marketing programs that create two- way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. 2. How had Web 2. 0 affected the field of marketing communications? * Companies shifting dollars to online communication Changes consumer communications and interactions with companies * Pushing to â€Å"real-time† communications * Instant communications and instant service * Instant response to negative events 3. How can e-commerce programs and incentives build a stronger customer base and overcome customer concerns at the same time? E-commerce component: Catalogs * Easy to use * Photos, streaming videos, information * Match store and printed catalog * Sears â€Å"Shop Your Way† * Products not in store or printed catalog * Choose where to purchase Shopping carts * Allows consumers to select products * â€Å"Save† or â€Å"Wish† button * Shoppers abandoning shopping cart Payment systems * Easy, quick, and convenient * Multiple methods * B-to-B voucher or charge systemStore locators * Customers who want to pick up an item at the store. Customization * Customers prefer * Promotions from Web site * Access via mobile phone Customer reviews and feedback * Emerging trend * Provides opportunity for interaction * Provides level of confidence Financial incentives can persuade an individual or business to make that first purchase. The most effective financial incentives are reduced prices, free shipping, and e-coupons. Of the three incentives, 80% of shoppers say they prefer free shipping. Financial incentives must be meaningful and to generate return traffic to the site the incentive needs to be changed periodically.Online operations can offer financial incentives because of cheaper operational costs. The company has low er shipping costs since customers most of the time pay shipping. There are lower labor and personnel costs since there is no retail operation. Orders can be shipped directly from the warehouse to customers. Convenience incentives make the online shopping experience easier and encourage return visits. E-commerce is available 24/7. People can place orders at anytime from anywhere. It is important to have product information online so consumers can conduct research anytime. Online peer reviews are helpful and in the Web 2. 0 are expected. If consumers can compare brands online, that makes it easier for them.Value-added incentives encourage customers to come back to an e-commerce site, and change purchasing habits long-term. Value-added incentives are things that customers value. 4. What makes e-commerce a crucial part of business-to-business commerce? E-commerce is critical in the business-to-business sector. Many business transactions are conducted over the Web. The number of hits at a business site is directly related to expenditures in offline advertising and sales promotion offers. The incentives to gain business customers are the same as for consumer customers – financial, convenience, and value-added incentives. A major component of B-to-B e-commerce is online exchanges and auctions.These sites allow for bidding for materials and supplies, and can connect buyers and sellers. 5. How can interactive marketing and online advertising increase brand awareness, sales, and customer loyalty? Interactive marketing is the development of marketing programs that create two-way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. Steps in developing interactive marketing: a) Cultivate an attitude o f giving b) Gain trust ) Identify your one word brand d) Define your ultimate vision e) Choose your communication channels f) Evaluate and adjust Online advertising is effective if ads are placed on the right Websites and the messages resonate with individuals. Budgets for online advertising have increased in recent years and will continue to increase. One reason for the shift to online advertising is the metrics available to measure results. Online metrics provide for almost instant measurements of results. A company can see how many hits an ad produces and even what percent make a purchase. Types of online advertising: * Display or banner ad * Classified ads * Search advertising Media/video ads 6. How can brand spiraling and blogs generate positive outcomes for the marketing department? Brand spiraling is the use of traditional media to promote and attract people to a Web site. With direct mail and e-mail, companies can use PURLs, which are personalized URLs that are preloaded wit h personal and customized information for that consumer. Best results are obtained when online advertising is integrated with offline advertising. Blogs are online musings, written content put on the Web for others to read. Blogs provide a venue for people to talk online and can generate considerable online buzz, especially for hot topics.A survey of online users found that about 47% go to social networks to download coupons and search for information about products. About 45% access social networks to learn about upcoming sales and to obtain discounts on products. About 22% read or write a product review on a blog. 7. Why have online social networks, consumer-generated advertising and reviews, e-mail, and viral marketing become key components of marketing communications programs? a) Important component of interactive strategy * Integrate with other channels * Resemble information on Web site b) Using Web analytics to direct e-mail campaign * Individuals who visit Web site * Individ uals who abandon shopping cart * Targeted e-mails have higher conversion rates ) E-mail newsletters * Build brand awareness * Drive Web traffic * Customers sign up for newsletters * Provide value * Free subscription * Tie-in with Web site Viral marketing is the passing along of a marketing message to others in some way. It can be through an e-mail or on a blog. It is form of word-of-mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games. 8. How can e-active marketing be conducted successfully in international markets? A major advantage of E-active marketing is that it can be global. It doesn’t matter where the customer is or where the company is located.But, a number of e-commerce businesses do not take advantage of global customers. Shipping can be an issue. It may be difficult and expensive to ship a product to Japan or India. Payment methods also vary widely, but can be handled through companies suc h as PayPal. Communication can be an issue, although many people can read English. Technology is important to consider. Videos that play well with broadband connections may not work well in other countries with slower speeds. Chapter10: alternative marketing 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program?Buzz Marketing: Buzz marketing emphasizes consumers passing along information about a product and since it is word-of-mouth from an individual, it has a higher level of credibility. Methods of generating buzz are through consumers who use and truly like a brand: uses it is the ideal brand ambassador. They can spread buzz through personal conversations with people and also online through chat rooms, blogs, and e-mails, consumers who are sponsored to talk about a brand: It works best when the person likes the brand and uses it. Companies normally offer some type of incentive in exchange for the positive advocacy. It can be cash, but most of the time is merchandise.Selection of brand ambassadors is based on a person’s devotion to a brand and the size of their social circle. Since the idea is to talk to their friends and other people, the size of the social influence is important. They are expected to design their own grassroots effort on how they will promote the brand. Many will use low-cost marketing events and even online social networks. Although the individual is being sponsored, the key for success is that they are genuine and do believe in the product being pitched, and a company or agency generating buzz: high risk strategy, especially if the person doesn’t identify himself as an employee and the public finds out.The Word of Mouth Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign. 1) Be honest about the relationship you have with the company and what you get for being a sponsor. 2) Be honest with your opinion. Don’t say just what the sponsor company wants you to day. 3) Be honest about your identity. Guerilla marketing: developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods. Guerilla marketing focuses on a region or area and involves interacting with consumers in a unique and different way. The goal is to create excitement and to generate buzz.It is often connected with grassroots efforts to launch a brand or to market a product. Often alternative media are used. Reasons for using guerilla marketing: * To find new ways to communicate with customers * To interact with customers * To make advertising accessible to consumers * To impact a spot market * To create buzz * To build relationships with consumers Lifestyle marketing involves identifying marketing methods associated with the hobbies, entertainment, and lives of the target audience. It involves making contact with consumers were they go for relaxations, e xcitement, socialization, and enjoyment. The idea is to intersect with consumers during their daily lives.For instance, A/X Armani Exchange reaches young consumers through sponsoring and setting up booths at music festivals and fashion shows. Experiential marketing is the intersection of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of direct marketing through an interactive connection. Rather than just pass out samples, make it an experience the consumer will remember. Nickelodeon used experiential marketing with their Slime Across American Tour. Steps to take positive experience: * Clear, concise target segment * Identify right time, right place * Engage emotionally * Engage logically * Clearly reveal brand’s promise . What methods can be used to effectively employ product placements and branded entertainment? Product placement is a planned insertion in a movie, television show, book or other forms of entertainment. It has been used since the 1890s, but only recently has grown in popularity. The biggest surge in product placement came in 1982 with E. T. and Reese’s Pieces. The placement of the Reese’s Pieces in the movie spurred a 65% increase in sales following the movie’s release. Research has found that product placement increases awareness of the brand, creates a more positive attitude towards the brand, but does not have any immediate impact on sales.From a cost standpoint, product placement has a low cost per viewer of impressions. A primary advantage is that the impressions do not stop with the movie. After the movie has played in theaters it goes to DVD movie rentals, to pay-per-view television, then to the movie channels on television. Branded entertainment is the integration of the entertainment and advertising by embedding the brand into the storyline of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also now found in novels, plays, songs and movies. For successful product placement and branded entertainment, choosing the right media is important.It helps when other promotional materials are produced that reinforce or remind individuals of the brand and even the placement. Product placement and branded entertainment work because there is no call to action, so consumers tend to have a positive attitude towards the brand. Some consumers are more receptive than others. People ages 15 to 34 are more likely to notice product placements and be more receptive to them. Sometimes product placements allow companies to bypass regulations and get their products in front of their intended audience. Reasons for increased spending: * Appeal stronger in non-advertising context * Perception of what others think is important * Provides post-purchase reassurance * Reach individuals who place little value on brands . How have in store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? Store marketing point: The in-store shopping experience has a major impact on purchase decisions. It is the â€Å"make or break† time in terms of a decision to purchase a particular brand. In-store advertising seeks to engage customers. The most engaging forms of advertising are end-aisle displays and merchandise displays. The least engaging are ceiling banners and overhead mobiles. Using color, light, sound, taste, and smell increases engagement. Effective point-of-purchase: * Integrate the brand’s image into the display. Integrate the display with current advertising and promotions. * Make the display dramatic to get attention. * Keep the color of the display down so the product and signage stand out. * Make the display versatile so it can be easily adapted by retailers. * Make the display re-usable and easy to assemble. * Make the display easy to stock. * Customize the display to fit the reta iler’s store. 4. How can brand communities enhance brand loyalty and devotion? Brand communities are the ultimate in brand loyalty and brand devotion. It offers symbolic meaning and provides for interaction between the brand, consumers, and companies that participate. People join because they have shared values and experiences.Brand communities cannot be created by brands or companies. It has to be customer driven. But, brands can enhance the community and provide a richer brand community experience. Reasons: People join a brand community as an affirmation of their buying decision. It provides social identity and bond with fellow brand owners. They can swap stores, swap advice and provide help to each other and to new members. It provides a venue for feedback and new ideas. Ways to enhance a brand community: * Create benefits to encourage new customers to join. * Provide materials not available anywhere else. * Involve firm representatives in the groups. * Sponsor special eve nts and regular meetings. Promote communications among members. * Build a strong brand reputation. 5. What methods are used to adapt alternative marketing programs to international marketing efforts? Companies can enhance a brand community. Companies can create benefits for individuals to encourage them to participate and join in the brand community. Materials and items not available to the public can be provided to members. Representatives from the firm can become involved and sponsor events and meetings. They can encourage and provide an avenue for members to communicate with each other. It is also important for the company to continue its strong brand name and maintain its reputation.