Shitology Essay Example for Free

Shitology Essay There have been many stories told in the past about Gods. Every story has its own supernatural spin, providing a forceful sense of cause and effect events. This almost always forms the cultural plot to describe a bad or good point in time. Certain sequences of myths describe a situation where god destroys mankind for not going through with their intentions when they created mankind, by creating a massive flood. These stories include: â€Å"Noah’s Ark†, â€Å"Tata and Nena†, and the â€Å"Deucalion†. All of these stories have cultural aspects that provide similarities and differences in each other. One thing that is important to point out is that â€Å"Tata and Nena†, â€Å"Deucalion†, and â€Å"Noah’s Ark† all explain what happened to the world after it was destroyed, in different ways. For example in the story of â€Å"Deucalion†, â€Å"Tlaloc then appeared to them and said, â€Å"This is how I am repaid for saving your lives? † They were changed into dogs† (Bierlein30). In the story â€Å"Tata and Nena†, they were asked to only eat corn but instead they ate fish, so then Tlaloc got mad and turned them into dogs, in a world that was completely destroyed with no intention of repopulation. In the â€Å"Deucalion† story, â€Å"These rocks were transformed into people who repopulated the earth† (Deucalion30). Rocks were thrown behind Zeus who then was turned to people who soon remade the world all over again. Also the myth of â€Å"Noah’s Ark† has a different story, â€Å"God then repopulated the world with what Noah had saved. Like the one of each animal† (Noah29). God decided to make the world again and used the animals Noah saved to do so. This all proves that all of the stories had a different way of explaining what happened to the world after it was destroyed. All of the myths describe a different culture involved. Like, In the story â€Å"Deucalion†, â€Å"And it rained for 9 days and 9 nights until the entire world was flooded except for two mountain peaks in Greece, Mt Parnassus and Mt. Olympus, the latter being the home of the Gods†(Deucalion30). This shows that the Greek gods were ignorant and made it rain everywhere except in the Greece Mountains where they were staying. In â€Å"Tata and Nena†, â€Å"During the era of the Fourth Sun, the Sun of Water, the people grew very wicked and ignored the worships of the gods† (Bierlein30). The Aztec gods were mad at humans for not listening to them, and so they decided they needed to flood the whole world. This shows that no one cared at all about anything the Aztec gods wanted. Also, In â€Å"Noah’s Ark†, God flooded the world and then saved Noah. He then repopulated the world and the Jews were afraid of the flood. God then promised the Jews he would not do another flood (Noah29). God basically said he’s tired of destroying the world with water, and he’ll leave the Jews alone for awhile. It’s really obvious that all of the destruction of the world was all to show a side in which they came from and eventually rejoiced. In the stories of â€Å"Tata and Nena†, â€Å"Deucalion† and â€Å"Noah’s Ark† all have similarities. Like in â€Å"Tata and Nena†, â€Å"The god’s became angry and Tlaloc, the god of rains, announced that he was going to destroy the world with a flood† (Bierlein30). This proves that â€Å"Noah’s Ark†, â€Å"Deucalion†, and â€Å"Tata and Nena† all had moody gods that would wipeout the world with a flood if things weren’t going as planned. In the â€Å"Deucalion† he was asked to go in the boat away from the flood. â€Å"These rocks were transformed into people who repopulated the earth† (Deucalion30). In both of the stories of â€Å"Deucalion† and â€Å"Noah’s Ark† the world was repopulated after the destruction. In the story of â€Å"Noah’s Ark†, â€Å"God asked Noah to take his family and get a male and female of every animal then to build an ark† (Noah29). In both stories of â€Å"Noah’s Ark† and â€Å"Deucalion† they were asked to do something and were saved from the flood in the end. This makes it crystal clear that stories have very similar actions during the flood. Noah’s Ark†, â€Å"Tata and Nena†, and the â€Å"Deucalion† showed many similarities and differences. It also showed how Aztec, Jewish and Greek cultures presented their myths, and for the most part, explaining much more than just a flood. To this day there are people who claim they have found huge wooden boats relating it back to these myths. The truth is that people will believe whatever they want to believe. Al Gore is a firm believer in UFOs, and that’s not crazy in our society. The only difference between that and â€Å"Noah’s Ark† is that there are multiple flood myths passed on from century to century.

Environmental Impact Upon Health Essay Example for Free

Environmental Impact Upon Health Essay We humans have captured the environment to make our lives beautiful but through our activities and materialistic pursuits, we have made environment the biggest enemy of our health. We have ourself created an environment which has given us all leisures of life but on the other hand we have dug the walls of unhealthy livings also in it. In 1997, Department of Health Canada passed a report which stated: â€Å"The built environment is part of the overall ecosystem of our earth. It encompasses all of the buildings, spaces and products that are created, or at least significantly modified, by people. It includes our homes, schools and workplaces, parks, business areas and roads. It extends overhead in the form of electric transmission lines, underground in the form of waste disposal sites and subway trains and across the country in the form of highways. † (Hancock, 2000) In the contemporary society of today, built environment is the most crucial aspect of our lives. All over the world, more than 85 per cent of people are living in urban dewllings and 80 per cent of Europe and North America have urban population. These urban settlements are creating an adverse impact on the natural environment. They are using maximum amount of the world’s resources and in return are producing maximum waste from them. Even leRiche and Milner (1971) explained in â€Å"Epidemiology as Medical Ecology,† â€Å"One of the most striking changes in the ecology of man has been the growth of cities. † (Hancock, 2000) The WHO Expert Committee on Environmental Health in Urban Development (WHO, 1991) pointed that: In some respects, urbanization can itself be considered to be a key variable in the health equation: when the pollution produced by a densely packed population outstrips the natural absorptive capacity of the citys ecosystem, adverse health effects can be increased where controls are lacking or unreliable. † (Hancock, 2000) Urban civilization cannot be termed as a natural ecosystem as it is completely built by humans encompassing almost whole globe in its vicinity and destroying the very concept of being â€Å"Natural†. It is a complex human ecosystem which constitutes both physical environment created by humans and the social, economic, cultural and political environments in which the humans survive. In North America itself, human beings spend around 90 percent of their time inside the four confines of their doors, another 5 per cent in their cars and remaining just 5 per cent outside. And outside too, they are spending maximum time in the vicinity of the built urban environment. It is a general trend of humans to consider the poor diet or just lack of exercise as an excuse for their bad health but they hardly consider the ill effect of the built environment with the housing characteristics, patterns in land use, transportation etc. It is evidently proved without doubt that when these different modes of our living standards are not created keeping the ecological balance into consideration, the ecosystem collapses (Jackson Kochtitzky, Online Edition) which deteriorates our health causing stress, chronic diseases etc. The haphazard urban development leads to the climate and atmospheric changes, pollution and ecotoxicity, resource depletion and reduced habitat and bio- diversity. (Hancock and Davies, 1997) The subject that encompasses the link between these human endeavors and the public health is known as human ecology. This human ecology can provide integrative, holistic and radical perspective on health issues. (Hancock, 2000) Catalano in 1979 propounded that there is an utmost need that the health issues must take into consideration economic and social processes which shapes community, so as to prevent any spread of diseases. Hancock, 2000) The metapopulation theory gives an enduring account of urban ecosystems and the human aspect of the study of the urban systems can be done by the â€Å"human ecosystem model,† which deals with the social components which are the part of the human system and its connections to ecology. (Niemela, 1999) The Mandala of Health is a model, which establishes the relationship between the natural sciences and the social sciences and gives suggestion at every level of human activity corresponding to its environment. Hancock Perkins, 1985) Another model, which has incorporated the most important characteristic of ecosystem, is a Butterfly Model of Health. In this model, health is related to societal, economical goals and patterns and biological resources for self-renewal. This model states that number of biophysical and socioeconomic holarchic environments represented by wings, which exert an influence on the health of any individual or whole population. There are number of biological and behavioral filters that engulf the human beings. The nature, people and these factors affect each other. People are considered as healthy when the two wings of the butterfly are in equitable balance within their own dimenisons. In other words, when the biological and other factors maintain equilibrium in nature, it will lead to the healthy individuals. (VanLeeuwen, Toews, Abernathy Smit, 1999) Overall we can say that the health of the human beings is dependent on the health of the natural ecosystems and the planet. Therefore it is utmost necessary to keep the urban ecosystems healthy keeping in mind both its physical and social dimensions such as health of the population with regard to the mental well being, the social well being of the urban community with regard to their social and cultural aspects, the quality of different components that make the built environment, the quality of the environment in the vicinity of the urban sphere like clean air, clean water, soil, prevention of noise pollution and the urban ecosystem on the overall ecosystem of planet. Indicators of Population Health at the Community Level formulated a model known as the Healthy Community model. (Hancock, 2000) This model reflects on the environmental, social, economic, cultural and political factors that lead to the health of urban populations. There are three main parts, which make up the healthy community model. These are community, environment and economy, which in turn possess three qualities like livability, viability and sustainability. These qualities are related to our living styles and we humans have to make the best use of the available resources to maintain these qualities for our healthy lives. For e. g. Traffic causes respiratory problems because it causes air pollution and noise pollution. This healthy community model provides answer to the best way possible to control traffic. The theories and models show how we can maintain and improve human and ecosystem health, which will require changes in the way the urban settlements are planned, designed and worked upon. Canadian Public Health Association Taskforce on Human and Ecosystem Health in 1992 said in a report: â€Å"Human development and the achievement of human potential requires a form of economic activity that is environmentally and socially sustainable in this and future generations. † (Hancock, 2000) We cannot change the urban settlements but we can sort out ways by which we can reduce the pollution, and make our environment the most beautiful and healthy place to live in.

Above and below the line promotion

Above and below the line promotion 1 Introduction In terms of the general perception of all of the marketing mix elements that a firm may employ, it is perhaps promotion that is the most prominent P in the 4 Ps. In fact to many people promotion is marketing. Promotion is a part of a firms overall effort to communicate with consumers and others about its product or service offering. Both the company and the consumer have needs which they aim to fulfill; the profit making company wishes to improve or maintain profits and market share, and gain a better reputation than its competitors, and the consumer aims to reach his or her personal goals. The total product offering allows each party to move towards these goals, offering a bundle of satisfactions which fulfill needs in an instrumental and a psychological sense. The phrase Marketing Communications is generally preferred to the term promotion, this term being reserved for a branch of communications called below-the-line sales promotion. 2 Promotion or Marketing Communication? In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company. What differentiates above the line activity from below the line activity is a somewhat arbitrary division. There is no universally accepted definition of either. Below the line activity is loosely classed as non-media advertising. Basically if an advertisement is submitted to a publication and a commission is paid to the advertising agency to feature the piece then this is deemed to be above the line communication. If no commission has been paid, for example in the case of a public relations press release, a trade exhibition or a sponsored sports event, this is referred to as below the line activity. This distinction is accepted by most and is the distinction adopted here. 3 Real and implied product attributes The role of marketing communications is to communicate the benefits of the product, service or firm to potential consumers and indeed the same process is undertaken in not for profit situations like political parties. The benefits marketing communicators try to convey can be real although many of attributes are implied through association or suggestion. This has been described as a total bundle of attributes that the consumer perceives in a holistic manner. In other words, consumers see the product or service offering as a unified whole, rather than a bundle of separate component parts such as its price, packaging, shape and so on. In this way, marketing communications conveys the meaning of the companys total product offering, helping consumers attain their goals and moving the company closer to its own goals. Many products, particularly in the fast moving consumer goods (FMCG) category, are very similar to other products in their class. For example margarines are basically similar no matter what brand is selected, and the same goes for many fmcg products. In times of shortage, such as during the war years, goods were treated as homogenous commodities, and basically soap was soap! In less developed countries the same is true today. From the study of buyer behaviour it was noted that Maslow described the different needs of human beings as being hierarchical in nature. At the bottom of the pyramid physiological needs such as hunger and thirst are of primary concern to the individual, almost to the exclusion in fact of anything else. Marketers can make use of this phenomenon and this can be witnessed in advertising soft drinks such as Coca Cola or fast food such as Burger King, McDonalds or KFC. Only when these basic, but important, physiological needs are satisfied will the individual turn his or her attention to the next category of need in the hierarchy. Their next need is safety and that of their family. In modern society these needs are reflected in goods and services such as burglar alarms, car locks and alarms, double glazing, external lighting, insurance, saving schemes etc. Marketers use the motive of fear in order to market such products. Thereafter loftier concerns assume more importance. People need to feel part of a group, appreciated by others and have the opportunity to both give and receive love. Fashion items like perfume, supporting the same pop group or sports team are all examples of how marketing uses social needs to sell products and services. Esteem needs can be translated into products and services through high status marquee cars, designer clothes or expensive holidays. Finally we reach the higher order need of self-actualisation. Only in very wealthy countries is it possible to have large sections in this category. The best example here is probably in California, especially in cities such as San Francisco where people can indulge in a variety of alternative life styles. Books by self help gurus, health supplements exercise videos are examples of products aimed at this motive. 4 The marketing communications mix Promotion describes the communications activities of advertising, personal selling, sales promotion and publicity/public relations. Advertising is a non-personal form of mass communication, paid for by an identified sponsor. Personal selling involves a seller attempting to persuade a potential buyer to make a purchase. Sales promotion encompasses short-term activities such as giving coupons, free samples, etc. that encourage quick action by buyers. The company has control over these three variables, but has little control over the fourth variable, publicity/public relations. This is another non-personal communication method that reaches a large number of people, but it is not paid for by the company and is usually in the form of news or editorial comment regarding a companys product or service. Companies can gain some control over the publicity it receives by the release of news items. Put together, these promotional activities make up the promotional or communications mix with varying emphasis on each element according to the type of product or service, characteristics of consumers and company resources. Company size, competitive strengths and weaknesses and style of management all influence the promotional mix. Other communications elements with which promotion must be coordinated are the product itself, price and distribution channels used. Product communication, including brand name, design of packaging and trade-marks are all product cues which convey a message about the total product offering. Price can communicate different things under varying circumstances, for instance conveying prestige appeal for those buyers who perceive that a high price is equal to quality and prestige. The place in which the products are to be found also has notable communications value. Retail stores have personalities that consumers associate with the products they sell. Products receive a halo effect from the outlets in which they can be found and two stores selling similar products can project entirely different product images. For example, a perfume sold through an upmarket store will have a much higher quality image than one sold through supermarkets. 5 The Marketing Communications Process Effective communication means effective marketing. Buyers perceptions of market offerings are influenced by the amount and type of information they receive as well as their reaction to that information. There must be a good flow of information between seller and buyer to assist decision-making that precedes a purchase. An effective marketing communications system also allows feedback from the consumer to the seller. Some people have a psychological predisposition to buy products and services that are new to the market. This predisposition can be modeled with the use of a normal distribution. Certain people derive a great deal of pleasure from acquiring new products and being first in the market. Such people have a low level of perceived risk and in fact they positively like the risk and excitement associated with the purchase of new, innovative products. These people are referred to as innovators and, according to Everett Rogers account for about 2.5 % of the population. The next group of people displaying a tendency to buy new products are known as early adopters and account for approximately 13.5 % of the market. These are still highly adventurous purchasers and the possession of innovative new products gives them a high present value. They still have a low level of perceived risk but are slightly more risk adverse than the innovator category. The next two groups, Early Majority and Late Major ity account for the bulk of the potential market, 64% in all. Most people fall in to one of these categories. Finally the Laggards are people who are not really infested in new product development and tend to purchase products only when their old product is worn out and stops working. This theme is returned to later under product issues. A key question for the marketing communicator is: Are the innovators and early adopters also opinion leaders? The majority of potential customers are too risk adverse or too disinterested to be first in the market for an innovation. They are largely unaffected by the media communication about the innovation. Instead, they are influenced by people that they know who they regard as opinion leaders. Although some individuals my be innovators for many products and services, it is more likely that they will be classified as such for a limited range of products. For example a computer enthusiast may be regarded as a innovator for new computer products. Similarly, someone who is interested in photography may be regarded as opinion leaders in relation to this product but not others. A new brand of toothpaste containing baking soda is not really that new to people; after all, it is still just toothpaste. A vacuum cleaner for your garden is on the other hand quite a radical innovation. These products have recently come on to the market although most people, even keen gardeners seem a little unsure as to whether they should buy one or not. If these products are good, then the message will soon circulate by word of mouth and soon most households will own one, just as most own a lawn mower or a lawn edger and indeed these latter products were considered to be a radical innovation only a few years ago. 6 Marketing related messages. Marketing communications can be defined as the process of: presenting an integrated set of stimuli to a market target with the aim of raising a desired set of responses within that market target; setting up channels to receive, interpret and act on messages from the market to modify present company messages and identify new communications opportunities. As both a sender and a receiver of market-related messages, a company can influence customers to buy its brands in order to make profit. At the same time it can stay in touch with its market so that it can adjust to changing market conditions and take advantage of new communications opportunities. 6.1 The source of the message Receivers of a message are often greatly influenced by the nature of its source. If an audience perceives a communicator as credible, then they will be more likely to accept his or her views. If, on the other hand, the audience believes that the communicator has underlying motives, particularly ones of personal gain, then he or she will be less persuasive than someone the audience perceives as being objective. Some advertisers use candid television interviews with homemakers in order to enhance their credibility and eliminate intent to persuade, sometimes asking consumers to explain why they buy a particular brand or asking them to trade their chosen brand for another. Another method used by companies to increase credibility is to have the product endorsed by an expert with appropriate education and knowledge on a given subject. This source will be more successful in changing audience opinions. Specialized sources of information are often perceived as expert sources, and are successful due to the fact that messages are aimed at selected audiences, for example the use of sports professionals as promoters for brands. The credibility of a source is also a function of its perceived status or prestige. The higher the perceived status of a source, the more persuasive it will be. If a receiver likes a source, it will be more persuasive. It is clear that age, sex, dress, mannerisms, accent and voice inflection all affect source credibility and subtly influence the way an audience judges a communicator and his/her message. A source high in credibility can change the opinion of receivers, but available evidence suggests that this influence disperses in a short time after the message is received. It has also been observed that where an audience initially receives a message from a low-credibility source, their opinion change increases over time in the direction promoted by the source. This is referred to as the sleeper effect. Another aspect of this is that when a high-credibility source is reinstated, for example by a repeat advertisement, it has been found that audience agreement with the source is higher after a period of time than if the source had not been reinstated. For a low-credibility source, reinstatement results in less agreement with the source than with no reinstatement, and it is said that under these circumstances reinstatement negates the sleeper effect. 7 Media Advertising Media advertising communicates information to a large number of recipients, paid for by a sponsor. It has three main aims: To impart information To develop attitudes To induce action beneficial to the advertiser (generally the purchase of a product or service). An advertisement for washing powder is paid for by the manufacturer to achieve greater sales; a party political broadcast aims to increase votes. It must be remembered that advertising is only one element of the communications mix, but it does perform certain parts of the communicating task faster and with greater economy and volume than other means. How large a part advertising plays depends on the nature of the product and its frequency of purchase. It contributes the greatest part when: Buyer awareness of the product is low Industry sales are rising rather than remaining stable or declining The product has features which are not obvious to the buyer The opportunities for product differentiation are strong Discretionary incomes are high A new product or new service idea is being introduced. 8 Advertising models These have been drawn from several sources, particularly psychology, and from advertising practitioners in order to explain how advertising works. 8.1 The stimulus/response formula This was used at first, later models taking into consideration the environment in which the decision to buy is made. Daniel Starch said in 1925 for an advertisement to be successful it must be seen, must be read, must be believed, must be remembered and must be acted upon. This model assumed that the advertisement is the main influence on the state of mind of the consumer in respect of the product and makes no allowance for combined or multiple effects of advertisements. 8.2 The DAGMAR philosophy Colleys DAGMAR model in 1961 (Defining Advertising Goals for Measured Advertising Results) allows for the cumulative impact of advertisements and also maps out the states of mind consumers pass through: From unawareness to awareness; to comprehension; to conviction; to action. This is described as the marketing communications spectrum. Advertising, along with promotion, personal selling, publicity, price, packaging and distribution, move the consumer through the various levels of the spectrum as follows: Unawareness/awareness The advertisement tries to make potential customers aware of the products existence. Comprehension The customer recognizes the brand name and trademark and also knows what the product is and what it does; knowledge gained from the advertisement or from an information search prompted by it. Conviction The customer has a firm attitude, preferring a particular brand over all others. Preferences may have an emotional rather than rational basis. Action Some move is made towards purchase, thus the advertisement has been acted upon. This illustrates the concept that the purpose of advertising is to cause a change of mind leading toward purchase, but it is rare for a single advertisement to have the power to move a prospect from complete unawareness to action. Effectiveness is judged by how far an advertisement moves people along the spectrum. 8.3 The Lavidge and Steiner model This consists of a hierarchical sequence of events on six levels: Awareness Knowledge Liking Preference Conviction Purchase These steps divide behaviour into three dimensions: cognitive (the first two), affective (the second two) and motivational (the third two). Although this differs from the DAGMAR model in the number and nature of stages, there is agreement that purchase is the result of the persuasion elements, making the assumption between changes in knowledge and attitude towards a product and changes in buying behaviour there is a predictable outcome. Dissonance theory, however, illustrates a two-way relationship, with behaviour influencing attitudes as well as attitudes influencing behaviour. After making a decision to purchase, the prospect will be involved in cognitive dissonance and will actively seek information to reinforce the decision, focusing on attractive features and filtering out unfavourable data. The major implication of this is that advertising for existing brands in the repeat purchase market should be aimed at existing users to reassure them in the continuation of the buying habit at the expense of the competition. 8.4 The Unique Selling Proposition This was developed by Rosser Reeves (1961) who reported the principles his agency had adopted for 30 years. This states that the consumer remembers one key element of an advertisement a strong claim or concept. This proposition must be one that the competition does not offer, which will be recalled by the consumer and will result in purchase at the appropriate time. 8.5 The brand-image school This was led by advertising practitioner David Ogilvy who focused on non-verbal methods of communication to invest a brand with agreeable connotations aside from its actual properties in use, such as prestige and quality. It must be remembered that an advertisement is the channel through which the sponsor communicates their message. The encoded message reaches recipients, through advertising or salespeople, who then decode and absorb it either fully or partly. The quality of the transmission can be distorted by noise occurring because the receiver does not interpret the message in the way the source intended (due perhaps to differences in cultural backgrounds of the two parties). It may however be because of cognitive dissonance which occurs when peoples receipt of the message does not agree with what they previously believed. Dissonance may cause a number of different reactions by the receiver: Rejecting the message Ignoring the message Altering the previous opinion Searching for justifications The first two reactions are of course negative, and from this feedback the source may change the message or stop communicating altogether with a particular receiver who is not receptive to the sources ideas. It can, therefore, be seen that advertising does not always convert people into users of a particular product. It can, however, have a positive effect in preventing loss of users, and increasing their loyalty. 8.6 Advertising by objectives Advertising situations are so varied and unique that it is not possible to generalize about how advertising works. Any potential advertiser should therefore adopt an advertising-by-objectives approach that will make clear what they are trying to achieve, how they will achieve it and how they are going to measure its effects. Few companies give any detailed scientific thought to exactly what they are trying to achieve through advertising. Clear objectives are needed to aid operational decisions, which include: The amount to be spent on a particular campaign The content and presentation of the advertisement The most appropriate media The frequency of display of advertisements or campaigns Any special geographical weighting of effort The best methods of evaluating the effects of the advertising. Corkindale and Kennedy (1976) found that systematically setting and evaluating objectives provided the following benefits. Marketing management has to consider and define in advance what each element in the programme is expected to accomplish. An information system can be set up to monitor ongoing performance, with the nature of information required clearly defined. Marketing management will learn about the system it is operating from accumulated experience of success (and failure) and can use this knowledge to improve future performance. Majaros (1970) major study on objective setting revealed that most managers saw increasing sales or market share as their main advertising objective. In fact, this is a total marketing objective and it is unreasonable to expect to achieve this objective through advertising alone (unless it was the only element of the marketing mix used, as in direct mail and mail order businesses). Majaros study also revealed that methods of evaluation used by most companies were not relevant, and that clear, precise advertising objectives, known to all involved, would rectify this situation. The following advantages of the advertising-by-objectives approach became clear. It helps to integrate the advertising effort with other ingredients of the marketing mix, thus setting a consistent and logical marketing plan. It facilitates the task of the advertising agency in preparing and evaluating creative work and recommending the most suitable media. It assists in determining advertising budgets. It enables marketing executives and top management to appraise the advertising plan realistically. It permits meaningful measurement of advertising results. When setting objectives, all personnel in a company who have an interest in, and influence on, advertising decisions have different ideas of the purpose of advertising. The Chairman may be concerned with corporate image, whilst the Advertising Manager may see it as an investment direct toward building a brand image and increasing market share. Marketing objectives have to be separated from advertising objectives. Overall marketing objectives should be defined, and the next step is to determine the contribution that advertising can efficiently make to each of these. An advertising objective is one that advertising alone is expected to achieve. Advertising objectives should be set with the following points in mind. They should fit in with broader corporate objectives. They should be realistic, taking into account internal resources and external opportunities, threats and constraints. They should be universally known within the company, so that everyone can relate them to his or her own work and to the broader corporate objectives. They need to be flexible, since all business decisions have to be made in conditions of partial ignorance. They should be reviewed and adapted from time to time to take account of changing conditions. Setting advertising objectives should not be undertaken until all relevant information on the product, the market and the consumer is available. Consumer behaviour and motivation must be thoroughly assessed, particularly that of the companys target group of customers. The statement of an advertising objective should then make clear what basic message is intended to be delivered, to what audience, with what intended effects and the specific criteria to be used to measure success. Corkindale and Kennedy used five key words to summarize the elements of setting advertising objectives: WHAT What role is advertising expected to fulfill in the total marketing effort? WHY Why is it believed that advertising can achieve this role? (What evidence is there and what assumptions are necessary?) WHO Who should be involved in setting objectives; who should be responsible for agreeing the objectives, coordinating their implementation and subsequent evaluation? Who is the intended audience? HOW How are the advertising objectives to be put into practice? WHEN When are various parts of the programme to be implemented? When can response be expected to each stage of the programme? 9 Below-the-line promotion. The terms below-the-line promotion or communications, refers to forms of non-media communication, even non-media advertising. Examples of non-media promotions are exhibitions, sponsorship activities, public relations and sales promotions such as competitions, banded packs and price promotions. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in fmcg products, but also for industrial goods. For example dealer incentives, exhibitions and sponsorship activities are all growing in popularity. All forms of non-media communications are a form of promotion if we use the word in the broadest sense. Specific forms of below-the-line sales promotion are discussed below. 9.1 Below the line sales promotion Below the line sales promotions are short term incentives, largely aimed at consumers, but also aimed at the trade e.g. wholesalers, retailers, distributors, etc., along with company employees, usually the sales force. Over the past 20 years or so there has been greater pressure on marketing budgets and a greater demand on marketing management to achieve marketing communications objectives more efficiently. Hence marketers have been searching for a more cost-effective way to communicate with their target markets than conventional media advertising. A move to below the line promotion is one result of this. A definition of below-the-line sales promotion is given by Hugh Davidson: An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration. This definition highlights one important characteristic of below-the-line sales promotion that is its short term nature. Most conventional above the line advertising campaigns are medium to long term in nature. Below the line sales promotions tend to be short term in nature. Rarely does a sales promotion last for more than six months, and the majority last for much shorter periods. All promotions are variations of one basic type or another, but since the sales promotion is dynamic by nature new types will be developed in the future. The sphere of sales promotions generally include the following: Display materials (stands, header boards, shelf strips, wobblers) Packaging (coupons, premium offers, pack flashes) Merchandising (demonstrations, auxiliary sales forces, display arrangements) Direct mail (coupons, competitions, premiums) Exhibitions Industrial promotions also include the above elements, but with modifications to make them closer in type to those used by manufacturers of consumer goods for their retailers; designed to gain orders over long periods. 9.2 Sales promotion planning A full plan is needed to ensure that each stage of a promotion is reached: Analyse the problem task Define objectives Consider and/or set the budget Examine the types of promotion likely to be of use Define the support activities (e.g. advertising, incentives, auxiliaries) Testing (e.g. a limited store or panel test) Decide measurements required Plan timetable Present details to sales force, retailers, etc. Implement the promotion Evaluate the result 9.3 Advantages and disadvantages of sales promotions Advantages Easily measured response Quick achievement of objectives Flexible application Can be extremely cheap Direct support of sales force Disadvantages Price-discounting can cheapen brand image Short-term advantages only Can cause stress with retailers Difficulty in communicating brand message 9.4 The importance of sales promotion It is often difficult to know which marketing expenditures can be attributed to sales promotion. For example price reduction can cause confusion 10% off a packet of biscuits is a sales promotion, but what about price discounting by manufacturers? 10 Telephone marketing Telemarketing can be defined as any measurable activity that creates and exploits a direct relationship between supplier and customer by the interactive use of the telephone. The American Telephone and Telegraph Company define it as the marketing of telecommunications technology and direct marketing techniques. Telephone marketing can take the forms of in-coming call and out-going call. In-coming call telephone marketing usually makes use of special numbers, which enables the caller to call free-phone or at local call rates. Such campaigns are usually used in conjunction with other marketing communications tools. 11 Direct mail and direct marketing Direct mailing is the use of the postal service to distribute promotional material directly to a particular person, household or firm. It is often confused with the following related activities, which all fall under the general heading of direct marketing. Direct advertising One of the oldest methods of reaching the consumer, with printed matter being sent directly to the prospect by the advertiser, often by mail, but sometimes by through the letter box personal delivery, handing out to passers-by or left under the screen wiper of a car. Mail order Mail order advertising aims to persuade recipients to purchase a product or service by post, with deliveries being made through the mail or other carrier or through a local agent. Thus it is a special form of direct mail, seeking to complete the sale entirely by mail and being a complete plan in itself. Mail order is a type of direct mail, but not all direct mail is mail order. Direct response advertising This is a strategy of using specially designed advertisements, usually in magazines or newspapers, to invoke a direct response, such as the coupon-response press ad, which the reader uses to order the advertised product or request further information. Other variants offer money-off coupons and incentives to visit the retail outlet. The usage and acceptance of direct mail

History and Concepts of Boundaries Essays -- essays research papers

Chapter 1 – History and Concepts of Boundaries Principal 2: A suveyor creates land boundary lines. These created lines, which are separate and distinct from property lines, are determined by legal principals and law. Boundaries: The line that separates two adjoining land parcels as determined by legal descriptions. Land boundaries can be marked by hedges, fences, monument, or not at all A.  Ã‚  Ã‚  Ã‚  Ã‚  The law determines what boundaries are; facts determine where boundaries are located. B.  Ã‚  Ã‚  Ã‚  Ã‚  A boundary exists because the law permits it to exist. Boundary lines are invisible, yet once created, they have legal authority. C.  Ã‚  Ã‚  Ã‚  Ã‚  Boundaries of a parcel are created by the original surveyor through measurements and writings. 1.  Ã‚  Ã‚  Ã‚  Ã‚  A closed boundary describes a claim of right to a property interest for which any person can make a claim of possession. 2.  Ã‚  Ã‚  Ã‚  Ã‚  Once the original boundary is created and described, legally, that description remains in effect forever. 3.  Ã‚  Ã‚  Ã‚  Ã‚  According to the federal statutes, as well as common case law, those lines remain fixed in perpetuity from the time the first property rights are conveyed. 4.  Ã‚  Ã‚  Ã‚  Ã‚  Usually, to have a boundary created that boundary must have terminal points or corners. a)  Ã‚  Ã‚  Ã‚  Ã‚  Corners and monuments are not the same. 1) Corner: Is a calculated point (theory). 2) Monument: Is a physical object on the ground that marks a corner (physical). 3) Corners carry the same legal dignity as monuments. D.  Ã‚  Ã‚  Ã‚  Ã‚  A resurvey should do the following: 1.  Ã‚  Ã‚  Ã‚  Ã‚  Identify the existing conditions of the boundary lines at conveyence. 2.  Ã‚  Ã‚  Ã‚  Ã‚  Identify the condition of the original corner monuments. 3.  Ã‚  Ã‚  Ã‚  Ã‚  Redefine the definition of the courses (bearing/distance) in more modern terms. The Role of the Surveyor and the Law A.  Ã‚  Ã‚  Ã‚  Ã‚  The role of the surveyor should include the following: 1.  Ã‚  Ã‚  Ã‚  Ã‚  Create original boundaries of a parcel through measurements and writings. 2.  Ã‚  Ã‚  Ã‚  Ã‚  The surveyor is also the person who retraces the boundaries created originally and creates new evidence for future su... ... of the land, whether or not mentioned in the conveyance. 4)  Ã‚  Ã‚  Ã‚  Ã‚  Easement in Gross: Attaches to a person, not a particular parcel of land. f)  Ã‚  Ã‚  Ã‚  Ã‚  Creating an easement. 1)  Ã‚  Ã‚  Ã‚  Ã‚  Express conveyence through a deed or will. A)  Ã‚  Ã‚  Ã‚  Ã‚  Most popular way to create a deed. B)  Ã‚  Ã‚  Ã‚  Ã‚  Easement Deeds: Those deeds that describe and convey an easement strictly without deeding a tract of land. C)  Ã‚  Ã‚  Ã‚  Ã‚  The deed must describe correctly interest conveyed and must comply with all formalities required for the transfer of land. 2)  Ã‚  Ã‚  Ã‚  Ã‚  Implication (implied easements) A)  Ã‚  Ã‚  Ã‚  Ã‚  According to the general rule of law, when an owner of a tract of land conveys part of it to another, the owner is said to grant with it, by implication, all easements that apparent and obvious and that are reasonably necessary for the fair enjoyment of the land granted. B)  Ã‚  Ã‚  Ã‚  Ã‚  Implied easements are often sought in litigation when there is no apparent right-of-way to a land locked parcel. 3)  Ã‚  Ã‚  Ã‚  Ã‚  

Destiny, Fate, Free Will and Free Choice in Oedipus the King - Free Will or Fate? :: Oedipus the King Oedipus Rex

Fate in Oedipus Rex Do you think that fate controls the lives of everyday people, or do you think someone's actions control their lives?   In the play, Oedipus Rex, fate played an important role in the lives of the characters. .   In order to avoid their predestined fate, the main characters took every precaution to avoid their predetermined destinies.   The queen, Iocasta, and her son, Oedipus, both tried to escape what Teriresias, the oracle, told them, however, it would eventually come back to haunt them.   [Fate controlled the lives of the characters in this play...] NEW THESIS   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   When queen Iocasta found that she and king Laius were to have child, she went to consult an oracle for guidance.   However, Teriresias had a devastating prophecy that their first born son would kill the king his father, and marry his mother.   In order to prevent the prophecy from being fulfilled, the king upon the birth of his son pierced the baby's feet with an iron pin to prevent the baby from using his feet.   The king ordered a shepherd to abandon the child in the mountains, to be left to die.   [The shepherd, in spite of his order from the king, gave the baby, instead, to one of his friends, a herdsman from Corinth.   The herdsman gave the baby to his master, the king of Corinth.   It was with this family that Oedipus grew up not knowing his real family or the fate that awaited him.]   AVOID SUMMARY!!!   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As Oedipus became a young man, he went to consult the same oracle that his biological mother queen Iocasta did.   Teriresias the oracle told Oedipus the same prophecy that he had previously revealed to queen Iocasta, his mother.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Oedipus, in order to escape his prophesized fate, fled Corinth never to return.   He was unaware that he was adopted.   During his journey, Oedipus came across an old vile tempered man who insulted him.   Oedipus, in defense of his honor, slayed the old man and all of his servants.   Upon reaching Thebes, Oedipus was asked a riddle by the Sphinx of Thebes.   The Sphinx is a monster that is part lion, part eagle, and part human female and like to ask riddles. [ The question she asked was what walks on four legs in the morning, two legs in the afternoon and three legs at night.   Oedipus answered the question correctly, and the Sphinx left.

South Korea Essay -- Essays Papers

South Korea History Korea’s original name, Choson, Meant â€Å"land of the morning calm.† The country’s history has been shaped by frequent invasions from its neighbors. Korean history is divided into three main periods: the silla (668-935), Koryo (935-1392), and Yi (1392-1910) dynasties. The name â€Å"Korea† is derived from the middle dynasty of Koryo. Foreign influence-direct and indirect-occurred throughout these dynasties. All of Korea’s foreign overlords-Mongolian, Chinese, and Japanese instituted a closed-door policy in order to solidify their rule. This isolation earned Korea the name of the Hermit kingdom. In 1910, Japan annexed Korea and enforced ruthless control, outlawing Korean culture and language. Despite resistance, several generations grew up more familiar with Japanese than with Korean customs. At the Yalta Conference at the end of World War II, the United States and the Soviet Union jointly established temporary administrative trusteeship over Korea until democratic elections could be held. Japanese forces south of the thirty-eighth parallel surrendered to the United States and forces in the north surrendered to the U.S.S.R. The Soviets blocked attempts to hold nationwide elections, and the two sides became deadlocked. When authorities in the north ignored a United nations resolution for supervised elections in 1948, a pro-Western government was established in the south (the republic of Korea). Later the Soviet Union established the Democratic Peoples’s republic of Korea in the north. In June 1949, U.S. troops withdrew. One year later, North Korean forces in vaded South Korea. A United Nations-backed coalition of sixteen member nations sent assistance to South Korea. The resulting war lasted three years and ended in a stalemate. On July 27, 1953, an armistice agreement was signed and a military Armistice Commission with five members for each side was set up to supervise the implementation of the armistice. Since neither the United States nor South Korea ever signed the agreement (although they respect the terms as members of the United Nations), a state of war is formally still in effect. The Society and Its Environment Few societies have changed as rapidly or as dramatically since the end of World War II as that of South Korea. When the war ended in 1945, the great majority of the people living in the southern ... ...d lineage continuity traditionally was, and to a great extent remains, a supremely important principle. This reflects Mencius’s view that of all possible unfilial acts, to deprive one’s parents of posterity is the worst. Historically, the Korean family has been patrilineal. The most important concern for the family group was producing a male heir to carry on the family line and to perform ancestor rituals in the household and at the family gravesite. The first son customarily assumed leadership of the family after his father’s death and inherited his father’s house and a greater portion of land than his younger brothers. Traditionally, the purpose of marriage was to produce a male heir to carry on the family line and not to provide mutual companionship and support for husband and wife. Marriages were arranged. A go-between or matchmaker, usually a middle-aged woman, carried on the negotiations between the two families involved who, because of a very strict law of exogamy, sometimes did not know each other and often lived in different communities. The bride and groom met for the first time at the marriage ceremony, a practice that ended in the cities by the 1930’s.

College Athletes Should Be Paid Essay

Tyus Jones was a basketball player at the University of Minnesota who was extremely talented on and off the court. In just his freshman year he won The University Of Minnesota their first national championship in 94 long years. Despite of Tyus’s on court abilities even with a full ride college scholarship Tyus was not able to afford the basic college life needs. To help out with the expenses Tyus got a job at the nearby Burger King, but after two short weeks he was forced to quit because it was impossible to manage school,basketball, and work. Tyus then realized he would have to get some form of help from the school to help him manage his spending. It should be required for all colleges to pay all their Division I athletes enough money for them to support themselves during the season. Tyus was lucky, he was very talented on the court which gave him some legal extra benefits, but some players are not that lucky. Some players have no options but to accept illegal benefits and can be suspended or even fined. Most athletes are so busy with school and their sport that they are not able to work on the side to earn money. Also college are paid millions and millions of dollars by large network companies like Nbc, Fox, and even Espn when the main reason their college is in the spotlight is because of these talented players who get nothing for making everything happen.