Essay on Speech on Legalization of Marijuana in Brazil

Speech on Legalization of Marijuana in Brazil Good morning class mates. Today I am going to discuss the legalization of marijuana in Brazil. I strongly believe marijuana should be legalized. I am not here to encourage anyone to use or not use marijuana. Yet I do believe that many current problems may and can be solved by its legalization. Marijuana is the most popular drug in Brazil after tobacco and alcohol. Discrimination is the reason why marijuana has still not been legalized. It is already proved by famous scientists that marijuana is not addictive and no one ever died only because of marijuana, yet tobacco is addictive and causes more than five million deaths per year. But due to†¦show more content†¦Violence in Brazil is terrible and believe it or not, most of it is caused by drugs. In â€Å"favelas† – shantytowns - children are selling marijuana illegally and more than 20 people die on a daily basis because of fights and disagreements that involve, or are related to, the drug. Indeed more people die in Brazilian shanty towns per year than in the Palestine – Israeli disagreement or American action in Iraq, to present day. People are even changing their style of life to protect themselves from the violence. The Police, which is very badly structured doesn’t help much. International drug trade, which is obviously illegal, causes millions of deaths. Legalization could remedy the situation as a whole. As marijuana is the most consumed drug, if it were to be legalized the illegal â€Å"passing on of drugs† –drug trade - would be much smaller, resulting in much less violence. Recent research conducted by the Dutch government concluded that, relatively, the Netherlands had less marijuana users that other European nations. This is entirely due to its legality. For as it is legal many people that would use it because it’s illegal, don’t use it. The government as I already stated, would also be profiting with the proposal of legalizing marijuana. If they can gain the money of consumers of marijuana, why give it to theShow MoreRelatedThe Effects Of Drugs On The Field Of Medicine2444 Words   |  10 Pagesmore than 215,000, more than half of which are incarcerated for drug related offenses [Miles, K, 2014]. Which drug you ask? Of the federal prisoners that are incarcerated for drug related offenses, 27% of them are doing time for charges relating to marijuana. This is a drug that is now being used legally in a handful states and being used in a medical capacity in even more. The drug war began in earnest when Congress passed the Boggs Act of 1951 which established harsh sentencing penalties for possessionRead MoreRastafarian79520 Words   |  319 Pagesprior to his passing in 1975 and after. Many believe that Selassie was a dictator and a cruel leader. That he is regarded as God incarnate seems patently absurd. 4. It is not clear whether Selassie believed himself to be a God. 5. For Rastas, marijuana, which is illegal in Jamaica, is a sacrament for worship. 6. Rastas regard western society as part of Babylon—a system and a place that is the enemy of the blacks of the world. FOREWORD ix 7. There is still no organized set of doctrinesRead More_x000C_Introduction to Statistics and Data Analysis355457 Words   |  1422 PagesData Analysis Third Edition Roxy Peck California Polytechnic State University, San Luis Obispo Chris Olsen George Washington High School, Cedar Rapids, IA Jay Devore California Polytechnic State University, San Luis Obispo Australia †¢ Brazil †¢ Canada †¢ Mexico †¢ Singapore †¢ Spain †¢ United Kingdom †¢ United States Introduction to Statistics and Data Analysis, Third Edition Roxy Peck, Chris Olsen, Jay Devore Acquisitions Editor: Carolyn Crockett Development Editor: Danielle Derbenti

Andrew Jackson Racist Ideology Essay - 1339 Words

This historical study will define the racist ideology of Andrew Jackson’s policies in the genocide of the Seminole peoples during the First Seminole War. Jackson’s racist perception of the Seminole Indians was the result of his experiences fighting Indians during the Creek War, which resulted in his larger national mandate to remove the Seminole from their land for European settlers to inhabit. The First Seminole war defined the overarching genocide against the Seminole peoples through Jackson’s leadership of the United States Army, which took lands and relocated the Seminole to the interior of Florida. In this manner, Jackson’s white supremacy became a foundation for the genocidal policies that intended to alienate and completely remove†¦show more content†¦sovereignty in Florida, but it also defined the underlying hatred and racism that Jackson held toward the Seminole peoples. The victory at the Battle of Horseshoe Bend in 1814 defines the begi nning of Jackson’s overt military efforts to completely eradicate any type of Indian sovereignty in Florida through this racist ideology of plantation slave owner: â€Å"As a result, the best plan . . . is to overrun the territory with troops and well-trained blood-hounds, thereby eliminating what the Floridian referred to as this motley mixture of Seminoles. Creeks, [and] fugitive slaves .. . .† (Campbell 270). Naturally, Jackson’s background as a slaveholder provides more evidence of the overt racism that inspired him to use genocidal military force against the Seminoles. These racist political and military conditions laid the foundation for the First Seminole War under Jackson’s military leadership. At the beginning of the First Seminole War, it was becoming apparent that General Jackson was getting more support from President Monroe, which was considered a secret military operation during this time. In fact, Jackson and Monroe had not notified the Con gress of the plan to take Florida, which resulted in a covert operation that made it possible to commit genocide without Congressional approval. This form of military policy generated a more unregulated monitoring of the genocidal practices being applied to the Seminole Indians, whichShow MoreRelatedThe Holocaust And The Eugenics Movement2285 Words   |  10 Pagesthat the people of the United States would use the land more in the manner in which God wanted the land to be used, and referred to the Native Americans as savages, implying them to be uncivilized . Americans such as William Henry Harrison and Andrew Jackson could not understand why Native American lifestyles, and thus chose to dismiss it as uncivilized. Many other groups throughout American History have been exploited, too: As slavery continued in the south after it was ended in the north in theRead MoreReconstruction During The Civil War1892 Words   |  8 Pagesfirst a majority of the states did not agree with these new laws, but by 1870, all of the former Confederate states had accepted them and were admitted into the union once again. Once Reconstruction ended in 1877, society slowly went back to a strong racist background and former slaves were once again in servitude. This time, even harsher discrimination against the Blacks were introduced by enforcing state segregation. Reconstruction only caused the nation to become worse. When Reconstruction beganRead MoreThe Representation of Women, Men, and Sexuality in Music Videos9715 Words   |  39 Pagesof a person’s skin doesn’t count, that â€Å"it’s what’s inside that counts.† On the other hand, we treat fashion photography as high culture, spend large amounts of money and time on our appearance, and even use our exterior as a way of communicating ideology or membership in certain social groups. What exactly is the relationship between appearance and inner character? MEDIA EDUCATION FOUNDATION | www.MEDIAED.org This study guide may be reproduced for educational, non-profit uses only. 10  © 2007Read MoreSports17369 Words   |  70 Pagesfurther research on various topics, along with an approach to reporting on your reading that encourages critical thinking. Exercise 1.4 is a â€Å"Fill in the blanks,† with the answers on the next page, as is Exercise 2.3 â€Å"Sport history firsts,† and the essays in Exercise 2.4 have suggested inclusions for answers. If you are interested in doing survey scholarship, there are two examples here: Exercise 4.5 offers directions on how to get information on audiences for the Olympic Games, along with a sampleRead MoreSports17363 Words   |  70 Pagesfurther research on various topics, along with an approach to reporting on your reading that encourages critical thinking. Exercise 1.4 is a â€Å"Fill in the blanks,† with the answers on the next page, as is Exercise 2.3 â€Å"Sport history firsts,† and the essays in Exercise 2.4 have suggested inclusions for answers. If you are interested in doing survey s cholarship, there are two examples here: Exercise 4.5 offers directions on how to get information on audiences for the Olympic Games, along with a sampleRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 PagesPHILADELPHIA Temple University Press 1601 North Broad Street Philadelphia, Pennsylvania 19122 www.temple.edu/tempress Copyright  © 2010 by Temple University All rights reserved Published 2010 Library of Congress Cataloging-in-Publication Data Essays on twentieth century history / edited by Michael Peter Adas for the American Historical Association. p. cm.—(Critical perspectives on the past) Includes bibliographical references. ISBN 978-1-4399-0269-1 (cloth : alk. paper)—ISBN 978-1-4399-0270-7Read MoreRastafarian79520 Words   |  319 Pagesbook to fruition. This page intentionally left blank Contents Introduction 1. Charisma, Routinization, and Rastafari 2. Dread Uprising: The Emergence of Rastafari 3. Babylon and Dread Revitalization 4. The Ethos of Rastafari: Structure, Ideology, and Ritual 5. â€Å"Coming in from the Cold†: Rastafari and the Wider Society 6. Rastafari Rules: Bearers of Jamaican Popular Culture 7. Summary and Conclusions Appendix: A Review of the Literature on Rastafari Notes Selected Bibliography Index Read MoreLogical Reasoning189930 Words   |  760 Pagesanother principle of logical reasoning: Stick to the subject. White goes off on a tangent, talking about alcoholism and whether Mayfield looked the judge and DA in the eye. The comment about the clerk being white is also irrelevant, and probably racist. On the other hand, all of Joness remarks are relevant. There is much more that could be said regarding the reasoning in this robbery case. We won’t pursue this case study any more, but in later chapters we will explore all the principles of

Building Integrated Photovoltaics †Free Samples for Students

Question: How to Make Building Integrated Photovoltaics? Answer: Introduction As the field's demand and give idea as to endless and non-dirtying vitality, together with importance capacity, are always creating, 0 criticalness and zero surge frameworks are lively drawing thought. Remembering the stop plan to get in contact up hugely a zero quality or 0 flooding building, this kind ofFinancial developing goals to amass vitality from its situation, wherein centrality from the light based is one of the impressive choices. Building joined photovoltaic (BIPV) frameworks, in which sun powered sorted out cells are pushed noticeable all around envelopes of structures what is more noteworthy prominent, the use of sun construct certainly radiation to sidestep in light of vitality, may moreover in like manner address an effective and bendy contraption (Chae, Kim, Park and Shin, 2014) for completing the ones destinations with respect to both aesthetical, saving and centered plans. The BIPV structures supplant parts of the general making substances and sections inside the e arth envelope of frameworks, as a case, the housetops and consummations. Building integration of photovoltaic cell Building trade off of photovoltaic (PV) cells is doubtlessly completed on energized rooftops, coordinate housetops, sparkles and sunlight in a general sense basically based shading structures. PV cells might be gotten above or onto the cutting edge or standard surface or divider structures. Then again, BIPV structures supplant the out of doors making envelope skin, to any degree furthermore serving most of the while as both a territory screen and an essentialness supply making imperativeness (Hu, Chen and Shen, 2017). That is, BIPV may in like manner supply wind respect keep up walking around materials and work, paying little respect to decreasing the best charges. As BIPV evade regularly in light of the way that the out of passages typical social affair ensure show, it's miles of clearing centrality to have appealing or strict conditions of rain comfort and wonderful. Ousting assurance that no longer some piece of the BIPV definition, one can similarly in addition in like course rec ognize as substantial with BIPV things merging greater fragments of the making envelope like containing e.g., warm insistence, e.G., in sandwich portions or making squares (Agathokleous and Kalogirou, 2016). A couple of viewpoints must be viewed as and assessed unmistakable with the transforming into a person from of the PV cells into the out of passages building envelope pores and pores and skin (Wei, Liu and Yang, 2014). One perspective is to guarantee an air setting up underneath the sun based orientated cells with the aggregate pondered to speak to a wind contemporary diminishing the temperature of the sun based totally cells, as a lifted temperature diminishes the point of confinement of the sun based absolutely cells, particularly for mono-and polycrystalline Si cells. Another edge to be contemplated is the slant of BIPV, both as to present and new structures, in tender of reality that the sun based completely absolutely cells on a very basic level need to take after the rooftop slant (or the divider up to now as this is fused) to be made creations out of relaxation movement. Arrive segment and introduction toward the sun and range advancement is yet some trade points of view to be contemplated amidst coordination of the BIPV structures. Truly, some BIPV makers moreover give sham modules to give a more vital aesthetical and tried and true blue look of the housetops and clean (Prasad and Snow, 2014). Positive aspects/advantages Photovoltaic development is a shielded wellspring of energy for quality. This advancement has numerous positive conditions over the current system for power innovation is tried under: Sun based imperativeness is an economical power source on the earth, there are worries about oil subordinates and nuclear power, this power supply is useless. The essentialness deterrent is not each unmarried oil subsidiary or nuclear waste as nuclear gas has no longer. The universes are regularly over the top wellbeing variable. The photovoltaic quality might be made each season of the Earth by method for the sun (warm tropical locales, domains with gentle or cool climates, towns and towns, specifically in far flung phases of the system) Photovoltaic cells by and huge do reject any natural contamination and the cleanest and greatest useful type of essentialness known (Prasad Snow, 2014). The disconnected method for the photovoltaic advancement might be created in different sizes can be connected with enormous sizes. A photovoltaic module can convey Wp50. Framework World's biggest photovoltaic power plant in Italy, has a couple of modules that could make roughly MWp three/three. The measure of texture connected as a major aspect of the create of those cells is low and they are sensibly simple Photovoltaic cells and modules don't have any moving parts so there is no abuse of rubbing. Essentially as with trade gadgets that artistic creations at an ordinarily high temperature of cooling water are required The phone has high immovable best and easy to make utilization of. Foundation is major, and inside the event that they are precisely conveyed next needn't trouble with any more prominent gear or organizations These cells have an amazing arrangement of presence. Most sun situated cells are ready for a long haul guarantee. Additional things, for instance, batteries for vitality stockpiling is routinely used to have a shorter presence and can should be supplanted or balanced. The out of entryways cells are not dreadful and can likewise be said with little attentiveness in regards to the designing perfection of the building help. Negative aspects/disadvantages The disadvantages of building integrated photovoltaics are as follows- Disengage projects are overall inconceivable and rechargeable batteries to shop power are the guideline advantageous way. In this affiliation it should be create inside the train of equipment for electrical transmission and limit. The over the top cost of photovoltaic cells, the real issue with the system. The creators of the cells of a contemplations boggling potential that precise prized stone change and over the top perfection, and various strategies is required. Each this kind of techniques reason cells costs leave behind (Eke Senturk, 2013). The 1/3 issue defying the photovoltaic structures, precluded with the guide of contemporary development and individuals. Notwithstanding the likelihood that clients know roughly the advantages of photovoltaic systems now and again can a structure (Plug and Play) are included at the apex of his home. Photovoltaic advancement is a trouble. The advancement made for the second time in the domain of development is as however new to some of them and did no longer through any way attempt. Higher costs, while diverged from customary PV modules, are frequently referred to as the best powerless spot of PV structures. Normally, incorporates additional work expenses than anticipated PV foundation Difficult to retrofit to old fashioned homes and frameworks. BIPV is so far a creating segment in PV structures. Conclusion Best in tastefulness developing supported photovoltaic (BIPV) gadgets front line accessible today give an overall sort of joining of photovoltaic (PV) structures into frameworks. Continued with studies in addition, exchange internal each PV and BIPV substances and updates will yield increasingly elevated BIPV systems in a while years, concerning lifted light based absolutely totally cell sufficiency, residential advanced perspectives, decreased improvement costs and additional urgent developing mix. New and present day courses of action can also chop down expenses and development the smidgen of the general business venture in the retrofitting market. BIPV may be utilized as shading gadgets and with the exception of shape semi-solid included substances of fenestration. Silicon tiles is probably identified with make a BIPV rooftop look essentially like an in all examples tiled housetop, while semi-true blue modules may be connected in consummations or crazy hindrances to have exception al clear effects. To show a BIPV housetop as a housetop giving an unmistakable clear impact is upheld by systems for a few organizers, while others require the BIPV rooftop to look however much like an in vogue roof as must well be general. References Chae, Y. T., Kim, J., Park, H., Shin, B. (2014). Building energy performance evaluation of building integrated photovoltaic (BIPV) window with semi-transparent solar cells.Applied Energy,129, 217-227. Ng, P. K., Mithraratne, N. (2014). Lifetime performance of semi-transparent building-integrated photovoltaic (BIPV) glazing systems in the tropics.Renewable and Sustainable Energy Reviews,31, 736-745. Koyunbaba, B. K., Yilmaz, Z., Ulgen, K. (2013). An approach for energy modeling of a building integrated photovoltaic (BIPV) Trombe wall system.Energy and Buildings,67, 680-688. Hu, Z., He, W., Ji, J., Hu, D., Lv, S., Chen, H., Shen, Z. (2017). Comparative study on the annual performance of three types of building integrated photovoltaic (BIPV) Trombe wall system.Applied Energy,194, 81-93. Agathokleous, R. A., Kalogirou, S. A. (2016). Double skin facades (DSF) and building integrated photovoltaics (BIPV): A review of configurations and heat transfer characteristics.Renewable Energy,89, 743-756. Prasad, D., Snow, M. (2014).Designing with solarFinancial power: a source book for building integrated photovoltaics (BiPV). Routledge. Yang, T., Athienitis, A. K. (2014). A study of design options for a building integrated photovoltaic/thermal (BIPV/T) system with glazed air collector and multiple inlets.Solar Energy,104, 82-92. Sechilariu, M., Wang, B., Locment, F. (2013). Building integrated photovoltaic system with energy storage and smart grid communication.IEEE Transactions on Industrial Electronics,60(4), 1607-1618. Eke, R., Senturk, A. (2013). Monitoring the performance of single and triple junction amorphous silicon modules in two building integrated photovoltaic (BIPV) installations.Applied energy,109, 154-162. Wei, H., Liu, J., Yang, B. (2014). Cost-benefit comparison between Domestic Solar Water Heater (DSHW) and Building Integrated Photovoltaic (BIPV) systems for households in urban China.Applied Energy,126, 47-5

Tony Liang Essays (764 words) - Demography, Demographics

Tony Liang Prof. Landau English 1A-76 15 September 2015 Millennials Just Need a Chance: A Profile For California State Assembly The future generation of America is here! Millennials, ranging from age 18 to 33, are gradually making their way to adulthood. This distinctive group is by far the most educated, diverse, ambitious, and optimistic to step foot on American soil. Likewise, this generation is also the first in two generations to experience higher levels of student debt, unemployment, and poverty. Millennials are also referred to as "digital natives" by the older generation. Their obsession with the internet upon their finger-tips inevitably makes them too reliant on technology in their everyday lives. Although Millennials are dependent on technology, they are profoundly intelligent and are eager to secure a successful future, therefore they should be given a work-study grant as an opportunity to access higher education and a head-start in their financial future. "Education is the most powerful weapon which you can use to change the world" (Mandela). Millennials today are the most educated and ambitious generation of all time. A whooping 34% of the population have at least a bachelor's degree. However, in recent years, the level of student loan debts has grown exponentially. About 69% of recent college graduates had taken out loans to pay for their education, and many struggle to find in their intended field. According to PEW research center, the average amount of cumulative student debt for their undergraduate education increased from $12,434 for the class of 1992-93 to $26,885 for the class of 2011-12 after adjusting for 2 inflation. It is not just students from low income families that are taking out loans; students from higher income homes saw a faster increase in borrowing. The goal of pursuing higher education is to enable people to contribute to society and push for economic growth, not burying them in a mountain of debt. The effects of the 2008 financial crisis still persist and exacerbated the problem. PEW research found that Millennials are low on social trust; however, they are optimistic about the future. When asked, "Generally speaking, would you say that most people can be trusted or that you can't be too careful in dealing with people," only 19% of Millennials say most people can be trusted, compared with 31% of Silent and 40% of Boomers according to PEW Research Center. The reason for such low levels of trust for their peers is because Millennials are increasingly comprised of minority groups and face greater economic hardships. Median income for today's Millennials are about $35,000 , which is essentially the same as the early Boomers generation in 1979. Also, painfully slow recovery from the 2008 recession hit the experience-lacking Millennials especially hard compared to older generations with more working-experience. The average span it takes for a Millennial actively seeking employment is 27 weeks, which is more than double the amount of time it took for the early Boomers generation. Despite all of this, Millennials are by the most optimistic generation about the future of this nation. Pew Research found that eight in ten say they can make enough money in the future to live the lives they desire. This generation is battle-hardened; after all, they were the first in four generations to experience a major depression. Positive mentality and work ethics is vital 3 for steering this country back on track. Work-study is the perfect opportunity for them to become a team player by engaging in community projects and learn to trust others while giving back to their community. This generation is caught in the midst of an economic and social shift. The economic problems ahead are daunting; but with the support they need, Millennials are capable of making a positive change in our society. Works Cited Millennials in Adulthood. Pew Research Centers Social Demographic Trends Project RSS. N.p., 06 Mar. 2014. Web. 04 Sept. 2015. Multiracial in America. Pew Research Centers Social Demographic Trends Project RSS. N.p., 10 June 2015. Web. 04 Sept. 2015. The Changing Profile of Student Borrowers. Pew Research Centers Social Demographic Trends Project RSS. N.p., 07 Oct. 2014. Web. 04 Sept. 2015. The Rising Cost of Not Going to College. Pew Research Centers Social Demographic Trends

How to Make Your Mark as a Brand New Manager

How to Make Your Mark as a Brand New Manager The responsibility of being put in charge of a team comes with a lot of obligation. Of course, the higher ups expect you to meet established goals. But what often gets overlooked is your duty to the employees who report to you. Here are some tips on how to be a straightforward and reliable boss who will gain the respect and allegiance of your staff. Be a LeaderIt’s tempting to buddy up to your employees in order to establish a camaraderie, but the truth is that you are their manager and it’s hard to completely loosen up around you. Make specific requests and realize people will be hesitant to speak out against you if they don’t agree. Make sure they know if the door open for ideas that differ from yours.Be Direct and SpecificIf you have expectations and limitations, lay them out up front. No one likes to spend hours brainstorming just to be told their vision is too expensive or consuming to take on. Time is precious–when you give instructions, think about what you would like to be told if you were the employee in order to be your most productive.Be RespectfulIf you’re taking over a new team, realize that they were a group with ideas and output before you came along. Even if you don’t agree with how they operated before you arrived, tread lightly with criticism–any negativity might seem like a direct attack.Be TrustingWork must go on, even as you get up to speed on your new role. You won’t be able to be directly involved in all the goings on of your team as you get your bearings. Trust that everyone is there to do a good job.Establishing a solid manager-employee relationship from the outset will do wonders for your time at a company. If your team is on your side (and they know your on theirs!) they’ll go the extra mile to perform at the top of their game.

Computer Games Have a Negative Effect on Individuals

Computer Games Have a Negative Effect on Individuals Computer Games: The Potentially Detrimental Activity Computer Games Are Addictive Quite a few Americans have grown up playing computer games – mostly for pleasure, mostly alone – and they’ve wasted a lot of time, and a lot of their health and money, doing it, too. True, some computer games may develop the user’s reasoning skills, their ability to solve problems and so on. Perhaps this is the case, but playing computer games can also have a detrimental effect on a person – especially if they are consumed by the activity to the point they neglect their everyday responsibilities and their well-being. The overuse of computer games affects a person negatively on quite a few levels, mostly one’s physical, mental and emotional health, but also their finances. This is not to say that playing computer games alone is bad for a person; however, when it begins to affect a person’s life in a negative way, it becomes a problem, and it’s a problem our society must acknowledge and work hard to fix. To begin with, let’s take a look at how the overuse of computer games negatively affects a person’s physical health. For one, consider the activity itself. Rarely are computer games played standing up or moving around; they are done mostly sedentary – and encourage a sedentary lifestyle. A person consumed by computer games spends a great deal of their leisure time sitting down. This makes for bad cardiovascular health, which means potential heart problems and strokes – and of course obesity, which causes premature death in a person. Since people in our society spend more and more of our time sitting, because technology controls our lives, it is increasingly important to live a healthy lifestyle with daily exercise. Sitting too long is bad for us, and that is precisely why the overuse of computer games is bad for a person’s health. Computer Games are Time-Consuming ?omputer games can be detrimental to a person’s mental and emotional health, a negative side effect of this time-consuming activity. Even if they enjoy playing the computer game, the user will eventually start feeling lonely, unfulfilled and out of touch with reality. This may lead to depression and anxiety, a feeling of hopelessness, unless they begin incorporating healthier activities into their daily life – such as volunteering, exercising, hanging out with friends or reading. But this is quite a challenge when a person is engulfed in such an unhealthy, time-consuming, yet much enjoyable, activity. That is much of the problem: computer games can be a lot of fun to play, so much that people will forgo human interaction and a healthy lifestyle just to continue playing the game. At this point, it almost becomes an addiction – and addictions always have negative outcomes. Virtual World cannot Substitute Reality Overuse of computer games – like with any all-consuming activity or addiction – can negatively affect a person’s financial well-being. If the user spends so much time playing the computer game that they neglect their work responsibilities, they may lose their job – which could cost them money in the long run. Perhaps it distracts them from paying their bills, their mortgage, their car payment, which then costs them more money in debt. Also, when considering how the overuse of computer games affects a person’s health, all around, it’s a no-brainer that to take care of their health problems (doctor visits, medication, hospital bills, etc.), one has to fork over more and more money. Computer games, though they may cost less than $100 to purchase, can cost a person thousands in the long run – one more negative effect that computer games have  on the individual user. To conclude this argument, that the overuse of computer games has a negative effect on individuals, it’s important to add that playing computer games is not a detrimental activity in and of itself. Only when a person is utterly consumed by a computer game – that is playing it hours and hours a day, every single day of the year – does it begin to bring negative consequences, ones that affect a person’s health (emotional, mental and emotional) and their wallet. What is the solution to this problem? It may not be a bad idea for society to financially reward people with healthy, active lifestyles. Why not give people money for having balance in their lives? Why not penalize people who spend too much of their waking hours behind a computer, consumed in a game? This is a problem we must deal with. It won’t go away on its own. It’s up to us.

Smart phone ,how they have change our life Research Paper

Smart phone ,how they have change our life - Research Paper Example Smart phones can do most of the tasks done by the computer and hence have changed lives in several ways in the contemporary society. First, smart phone have made life easier than before with the development of various applications that makes tasks easier. Smart phones have made communication to be much easier as people can send short messages, engage in conversations using various platforms such as tweeter and face book among others thus smart phones have eased communication. In addition, individuals can learn through the smart phone, as there are applications that allow users to read books, search-learning materials over the internet and even search answers to questions at any time (Richard, web). Applications such as maps have also made life much easier, with the smart phone an individual can easily be directed to a destination by simply searching the Google maps or using the GPS among others. Scheduling work anywhere has also been made easy by the Smart phone and thus the applications are numerous and have eased our lives in different ways. Despite the numerous ways smart phones have had positive impacts on the society, there are a number of the disadvantages associated with smart phones. The major negative impact smart phone has is that it is changing the norms of the society. Richard (web) argues that â€Å"people have started being disrespectful without noticing† being busy on the smart phones. People are texting everywhere most of the time and this may have repercussions more specifically on school going teenagers. According to Richard (web), adults may receive work related calls while on leaves or holidays with the families thus smart phones may also have negative effects the relationships among individuals. In addition, smart phones can easily be destruction and individuals when not careful may waste a lot of time playing games or charting with friends instead of doing something constructive. In conclusion, smart phone are changing the society

The Bridge On The River Kwai Essay Example | Topics and Well Written Essays - 500 words

The Bridge On The River Kwai - Essay Example The dependent groups of Colonel Saito and Colonel Nicholson are the soldiers and the prisoners of the camp. There are also personal roles which are played with Colonel Saito. Each individual that is a part of the orders of Colonel Saito take place under the legitimate power style. Those who are under Colonel Nicholson are under the use of referent power. Each individual falls under Colonel Saito, despite what their power is, has to follow specific orders, directions and expectations. This is based on Saito regulating and controlling everything in his power. This is opposed to Colonel Nicholson, who tries to use the institutions and the regulations that are a part of the camp as his basis for power. His identity is based on him moving in with the different soldiers and going through the same suffering, specifically to serve the army and to continue to follow the desired regulations. The influence tactics that Colonel Saito uses with others that are considered as his peers are based on using the institution regulations and orders that are associated with the camp and the army. Acting on these regulations and representing the institution, rather than himself, allows the specific tactics to be used.

Writ of Habeas Corpus Essay Example for Free

Writ of Habeas Corpus Essay Habeas Corpus demands a court to a jailer to produce the prisoner and announce the charges (Levin-Waldman, 2012). Habeas Corpus is an ancient common law that applies to all Americans and anybody in the United States at the time of their arrest. It is a legal procedure that requires a person to be brought in front after the have been arrested/ taken into custody. This is done so that the government to show cause to why the liberty of that person is being taken away and to let the person know what they are being charged with. Habeas Corpus is fundamental to American and all other English common law derivative systems of jurisprudence. It is the ultimate lawful and peaceable remedy for adjudicating the providence of liberty’s restraint (http://www.slate.com). History of Habeas Corpus The history of Habeas Corpus is an ancient law that has been used since the middle ages. It appears to be predominately of Anglo-Saxon common law origin but the exact origins are not really known. Even though the origin of Habeas Corpus is unknown it has been used in Europe for centuries. Its principle that has been used since the middle ages by various writs (http://www.slate.com). Habeas Corpus has evolved and changed a bit over the years, but it has basically remained the same. Habeas Corpus states that a person who has been arrested or in custody be brought before a court. Habeas Corpus has been used in the United States since the beginning of the American Revolutionary War. The Writ of Habeas Corpus was established by the British and was generally regarded as part of the fundamental protections guaranteed by law to each citizen (http://www.slate.com). Article I, Section 9 of the US Constitution guarantees the availability of the writ of habeas corpus (http://search.proquest.com). Habeas corpus serves as a tool or legal defense by people that are detained by the government. Habeas Corpus has also been used by detained suspected terrorist/ enemy combatants to challenge the government as to the legality of their detention. Since the beginning of the War on Terror hundreds of suspected terrorist/ enemy combatants have been held at the Guantanamo Bay, Cuba detention facility. Some of the detainees that are held there today have been in detention since January 2002. This has created many debates because many people feel that they are being held illegally in direct violation of the US Constitution and International Law. Suspension of Habeas Corpus Article I, Section 9 of the US Constitution, states that, â€Å"the privilege of the writ of habeas corpus shall not be suspended, unless when in cases of rebellion or invasion the public safety may require it (http://www.slate.com). This means that every American is entitled to Habeas Corpus and that the only way that the government can suspend Habeas Corpus is during a rebellion or a direct threat to public safety. This is one of the ways that the Bush Administration justified detaining hundreds of suspected terrorist for years in detention facilities like Guantanamo Bay, Cuba. Their justification was that the suspected terrorist posed a threat to the safety and security of the American people and the United States Government. They also used President Abraham Lincoln’s decision to suspend Habeas Corpus in April 27, 1861 as an example of how and way it was important to detain suspected terrorist. On April 27, 1861, President Lincoln suspended the habeas corpus privilege on points along the Philadelphia-Washington route (http://www.slate.com). This was done after 20,000 Confederate sympathizers in Baltimore tried to stop Union troops from traveling from one train station to another en route to Washington, causing a riot (http://www.slate.com). President Lincoln viewed the Confederate sympathizers as a threat to public safety, and their actions could also be considered a rebellion against the United States Government. After President Lincoln ordered the suspended the habeas corpus, his Generals detained anybody whom they believed posed a threat to Union troops or public safety. Habeas Corpus and the War on Terror After the September 11, 2001 attacks in the United States and the beginning of the War on terror the Bush Administration enacted one of the most controversial policies of their administration. This new policy enacted created many heated debates within the United States three branches of the U.S. Government, because it authorized the US Military to detain suspected terrorist/ enemy combatants for an undetermined amount of time. After the beginning of the War on Terror the Bush Administration order to use military commissions to try enemy combatants, which includes a provision denying habeas corpus rights to those subject to the order in federal court (http://search.proquest.com). These new polices also suspend the use of habeas corpus and it was justified by stating that these suspected terrorist were detained outside of the United States and they were being held at a location outside of the jurisdiction of the US Government. In later provision of these polices stated that the foreign nationals who have been held at Guantanamo Bay for six years without meaningful due process protections cannot be deprived of habeas corpus rights by either the president or Congress (http://search.proquest.com). Boumediene v. Bush Several law suits have been filed against the United States by detainees or families of the detainees in regards to the illegal detention of foreign nationals that are suspected to be terrorist or enemy combatants. In the case of Boumediene v. Bush the Supreme Court of the United States ruled on behalf of Lakhdar Boumediene, a naturalized citizen of Bosnia and Herzegovina. Boumediene was a detainee that was being held at military detention in Guantanamo Bay, Cuba by the United States. In this case the United States argued that Guantanamo Bay was not part of the United States, and under the 1903 lease between the United States and Cuba. Cuba had ultimate sovereignty over the territory even though it was being lease to the United States. But under the same lease agreement the United States had complete jurisdiction and control over the Naval Base (http://search.proquest.com). The Boumediene v. Bush case was head alone the case of Al Odah v. United States. Both of these cases challenged the legality of detainee detention at the military base in Guantanamo Bay, Cuba and it also challenged the constitutionality of the Military Commissions Act (MCA) of 2006. The United States Military Commissions Act of 2006 was drafted after the Supreme Courts decision on Hamdan v. Rumsfeld. Military Commissions Act authorizes trial by military commission for violations of the law of war. The MCA was signed by President George W. Bush on October 17, 2006 (http://search.proquest.com). On June 12, 2008, Supreme Court Justice Kennedy delivered stated that court ruled on 5-4 majority, stating that the prisoners being held at the Guantanamo Bay detention camps had a right to the habeas corpus under the United States Constitution. They also stated that the Military Commissions Act of 2006 was an unconstitutional suspension of that right (http://search.proquest.com). This decision was based on the fact that the United States had complete jurisdiction and control, over the territory (Guantanamo Bay Naval Base). Even though Cuba retained ultimate sovereignty over the territory, the United States still had control and jurisdiction over the Naval Base. This means that the people detained as enemy combatants at the Guantanamo Bay Naval Base were entitled to the writ of habeas corpus protected in Article I, Section 9 of the U.S. Constitution (http://search.proquest.com). Many people believe that enemy combatant should not have the same rights as an American Citizen. This can especially be said about suspected terrorist and anybody that threatens that safety and security of the United States. The Bush Administration justified the detention of hundreds of detainees at the Guantanamo Bay Naval Base, by stating that they were arrested outside of the United States and that is being held outside of United States territory. President Bush as the as commander-in-chief did use the US Constitution to justify his actions, Article I, Section 9 of the US Constitution, states that, â€Å"the privilege of the writ of habeas corpus shall not be suspended, unless when in cases of rebellion or invasion the public safety may require it (http://www.slate.com). This means that the commander-in-chief can suspend the writ of habeas corpus in the interest of public safety. I believe that this is a very valid justification as long as a reasonable person believes that there is still a threat to the public safety. Article 1, Section 9, Clause 2 of the US Constitution, gives Congress power to suspend the writ of habeas corpus. Article 1, Section 9, Clause 2 further states that only the Federal Government and not the States, has the authority to suspend the writ of habeas corpus. It does not specifically state who has the authority to suspend the writ. The role of the Supreme Court in protecting civil liberties, including the judicial philosophy is very important. The Supreme Court ensures that our constitutional rights are not violated and it also serves as part of the checks and balances that our government has. The Supreme Court has played a very important role in the war on terror and the court decisions have changed the way enemy combatants are detained and prosecuted in US Courts. The Supreme Court ruled that even if an enemy combatant is detained overseas and held outside of the United States, the detainee still have constitutional rights and the writ of habeas corpus does apply to them. After reading and analyzing the writ of habeas corpus, the Bush Administration’s detention justification and the US Supreme Court rulings, I feel that the President and the United States Government should be given a little more flexibility in regards to the writ of habeas corpus. I can understand why the Bush Administration detained these suspected terrorist/ enemy combatants and how they can justify that these people are dangerous and that they do pose a threat to the American people. But I also feel that keeping them detained indefinitely without due process is wrong. I do think that the military should handle suspected terrorist/ enemy combatants that are arrested/ detained outside of the United States. References Staab, J. B. (2008). The war on terrors impact on habeas corpus: The constitutionality of the military commissions act of 2006. Journal of the Institute of Justice and International Studies. Retrieved September 23, 2012, from http://search.proquest.com/docview/213962970?accountid=32521 Redish, M. H., McNamara, C. (2010). Habeas corpus, due process and the suspension clause: A study in the foundations of american constitutionalism. Virginia Law Review. Retrieved September 22, 2012, from http://search.proquest.com/docview/759595988?accountid=32521 Levin-Waldman, O. M. (2012). American government. San Diego, CA: Bridgepoint Education, Inc. Greenberg, D. (2001). Lincolns Crackdown Suspects jailed. No charges filed. Sound familiar? Slate. Retrieved September 22, 2012, from http://www.slate.com/articles/news_and_politics/history_lesson/2001/11/lincolns_crackdown.html Azmy, B. (2009). Boumediene v. bush and the new common law of habeas. Rochester, Rochester: Retrieved September 22, 2012, from http://search.proquest.com/docview/189874026?accountid=32521

Neo-Nazis :: essays research papers

Neo-Nazis When three bombs exploded in London in Spring 1999, targeting the capital’s black, Asian and gay communities, the threat of Neo-Nazi terrorism finally seemed to have become a reality. The Neo Nazis who are more commonly know by the term "Skin Heads,† are a growing force in hate groups. The German police put the number of active neo-Nazis at 47,000, a 4.5 per cent increase on the previous year. There hatred of Hispanics, Jews, Blacks, and others are now the fastest growing force in America. The younger kids usually do the Skin Head movement. These kids are drawn to the Aryan Nations and Neo Nazis by the promise of free drugs, free booze, heavy metal music, ultimate freedom, and rebellion. Many of these kids stay because of family troubles at home and, like in a gang, feel like they have a family with the group and feel loved. Racism is a certain kind of prejudice, based on faulty reasoning and inflexible generalizations toward a specific group. The word Prejudice comes from the Latin noun praejudicium, which means a judgment based on previous decisions formed before the facts were known. If a person allows their prejudiced beliefs to block the progress of another, it is discrimination. Those who exclude all members of a race from certain types of employment, housing, political rights, educational opportunities, or a social interactions are guilty of racial discrimination. Race hatred, permitted to gain unlimited power, will be disastrous. The state - sponsored genocide perpetrated by Nazi Germany is an example of what happens when people who hate gain power. Hitler's extermination took the lives of six million human beings for no other reason than they were Jewish. It started in little ways, an ethnic joke, stereotyping that was never challenged, then restrictions, loss of jobs, loss of civil rights, loss of voting rights, and the loss of life. The reason why the Ku Klux Klan is separate from the Neo-Nazis and the Skinheads is because the Ku Klux Klan’s hatred and violence is aimed more towards blacks rather than the Neo- Nazis and the Skinheads, whose hatred is, aimed more towards the Jewish people. The Neo-Nazis, sometimes called White Aryan Resistance, is a group that follows under Adolph Hitler’s philosophies, which targets Jewish people. Unlike the Ku Klux Klan, the Skinheads do not join because they believe in the cause. Many join the "gang† to feel apart of something because they feel that they do not belong anywhere else.

Lies the Media Tells Us Chapter 3 Big Pharma

Going to the doctor’s office is never a fun experience. Probing, poking, and trying to decipher what the doc writes on your prescription can be confusing, however, the most upsetting part is what goes on behind closed doors. Big Pharma, chapter 3 of Lies the Media Tells Us, explains the PR tactics of drug companies. James Winter explains these tactics used to persuade doctors to use their brand. In some cases these doctors can get free vacations, cars, front row seating for a basketball game, and a stack of cash. The doctors that respond to these tactics are completely unethical. Doctors have the responsibility to prescribe the best drugs for their patients. Although many Doctors pick what gives the best gift package. Doctors have also been known to push drugs onto patients that may not really need it. This is due to the continual widening of guidelines. This widening is increasing proportions of the population so there are more candidates that fit into the category. This is when a condition gets called a disease. The best case scenario of this is Viagra. Viagra is for male sexual deficiency that has been shoved down America’s throat. There were many discrete commercials about it during day time air and more explicit commercials at night. There were also several celebrity endorsements, Hugh Hefner was glorified for being a user. What drug companies aim for are life-long medication users. These candidates are a gold mine for companies because they have created a dependency for the drug. Another highly publicized â€Å"disease† is high cholesterol. The Pfizer drug company has pushed their cholesterol pills for a decade now and all the marketing has worked. However, what they don’t tell you is that these pills run the risk of having more side effects than lowering cholesterol. By law these commercials need to state the side effects but when your being prescribed most doctors don’t dwell on these facts. This is wrong when there are better natural forms available. Although Doctors rarely discuss this with patients because these natural forms are very cheap or in some cases completely free. A healthy diet, naps, and some exercise are all examples of ways to lower cholesterol without taking prescribed pills. The push to take pills to help medical problems has completely consumed our country. In my opinion I feel that this correlates with the rise of plastic surgery. The easy way out is very popular among all ages because the time and effort that exercise or healthy diets needs is not necessary when pills and plastic surgery are in reach. These pharmaceutical companies adore patients that take their medicine and don’t ask questions. But what happens to the people that do? Not all doctors are shady and unethical. Nancy Olivieri and Dr. David Healy are true whistleblowers. Both have tried to get the medias attention to worn the public about unsafe drugs. Unfortunately, their good deed put them through heavy backlash and court cases. Olivieri and Healy saw their colleagues turn their backs on them and were fired. This is a tough price to pay when they were trying to do the right thing. Pharmaceutical companies can get away with all of this because they have the money. They pay off whistleblowers, they perform under the table deals with doctors, have multi-million dollar campaign ads for their drugs, and have celebrity endorsers. Although these tactics are very unethical there is one more that upset me the most. This is ghostwriting. Ghostwriting is a doctor that works for the drug company and writes an article for a drug that gets published in a medical journal. Lots of doctors write for medical journals but what separates them is their lack of honesty. These ghostwriters don’t say their affiliated with the pharmaceutical and praise the drug that the company wants to endorse. When these companies get articles published about their drug its free advertising. So when other doctors read the article their actually looking at an advertisement but they don’t know it. These medical journals are supposed to be unbiased and legitimate. This is undermining why these medical journals are published and taken so seriously. In my opinion this is the worst thing a pharmaceutical company can do. PR is a huge branch within the pharmaceutical company and they all have about the same strategies when a drug scandal breaks. I feel that this is crucial to why these companies have gotten away with so much. Their first tactic is denial. Like a child they deny everything and have accused the media of sensationalism and attack their accuracy of reporting. If the scandal doesn’t dissipate after they have three different options. First they could shutdown, this consists of claiming their is a conspiracy. Second option is an extrication which is hiring high priced lawyers to find an escape route or third which is purging. Purging is very interesting because they basically pick an employee in their own company, pay them to take the rap, and then tell everyone it was the employees fault. Most of the time they try to get someone that is going to retire; I guess everyone has a price. The last option of the pharm co. is the most used. This is the compensation tactic. The drug company offers the plaintiff a large settlement as long as the plaintiff agrees there was no malpractice. This corrupt business isn’t that big of a shock. Where ever their is a lot of money there is usually some unethical practices. However, I feel that their money has way too much control. Their funds are practically endless and they will come up with any lie to make more money. After reading this chapter I thought about Obama’s healthcare reform. I think the reason why their is so much backlash is because the pharmaceutical companies are scared about the future and if they will be able to keep these shenanigans going. I like the idea of Obama’s healthcare but I know that these companies will weasel their unethical views into it. Honestly, I don’t think there is anyway to stop this unless everyone working for these companies is fired and it is started back up from scratch.

Diels-Alder reaction Essay

Purpose: In this experiment a Diels-Alder reaction was used to form the products. Cyclopentadiene and maleic anhydride were reacted together to form cis-Norbornene-5,6-endo-dicarboxylic anhydride. 7-oxabicyclo{2.2.1}hept-5-ene-2,3-dicarboxylic anhydride was also produced through a Diels-Alder reaction with the combination of furan and maleic anhydride. Equation: Procedure: Part 1 In a flask equipped with a septum side arm and topped with distillation heat and a thermometer add 2.5ml of mineral oil. Heat the oil. At the end of the distillation heat place an ice filled beaker. When the oil reaches 250 °C inject 0.6ml of dicyclpentadiene drop wise through septum. Make sure the temperature does not go above 45 °C. The product is then weighed. Part 2 In a reaction tube place 0.20g maleic anhydride and 1.0ml of ethyl acetate then add 1.0ml of hexane. Then add 0.20ml of cyclopentadiene. Cool the tube in an ice bath. Remove solvent from crystals using pipette. Wash crystals with hexanes then remove solvent again. Allow crystals to dry. Part 3 In a flask place 2.4g maleic anhydride and add 20ml of diethyl ether. Dissolve mixture using hot plate then let cool to room temperature. Add 1.8ml of furane to the flask. Wrap the flask with Parafilm after placing a stopper on top of flask. Place the flask under the hood for the next lab period. Upon the return of the next class period the formed crystals were scrapped from the flask. The crystals were then weighed and melting points were observed. Discussion and Conclusion: A Diels-Alder reaction was used to produce the products of this experiment. The first reaction was cyclopentadiene with maleic anhydride to from the product of cis-Norbornene-5,6-endo-dicarboxylic anhydride. Before that could be produced, dicyclopentadiene had to be cracked to get cyclopentadiene for the starting material. Cyclopentadiene and maleic anhydride were mixed together and cooled to room temperature, which produced crystals. The solvent was pipette out of the tube to separate the crystals. The crystals were then scraped on the filter paper to get weight and melting points. The end product yielded 82.6%. The melting point was observed at 162-163 °C. This indicated a close to pure substance with the actual melting point being 165 °C. The second part of the experiment was the reaction of furan with maleic anhydride. This reaction produced 7-oxabicyclo{2.2.1}hept-5-ene-2,3-dicarboxylic anhydride. Maleic anhydride was combined with diethyl either to dissolve the solid. Then furan was added and place under the hood for the next class period. During this time crystals were formed in the stopped flask. The melting point for the end product was observed at 113-114 °C. This indicated that the product was exo. The percent yield was calculated at 5.98%. There were many sources of error that could have contributed to the results of these experiments. The end product could have cooled a little longer to form more crystals. Also the crystals could have been dried more to produce better melting points. Separating the solvent from the test tube was not completely precise and may  have lost some of the product in the extraction. Scraping the crystals out of the flask or test tube was not easy and some of the product was lost during this step. Overall the experiment was a success. Reference: Williamson, K.; Minard, R.; Masters, K. Macroscale and Microscale Organic Experiments, 2011. Pg 617-629.

Mental Retardation in the Movies essays

Mental Retardation in the Movies essays Movies have both positive and negative influences on how society views mentally challenged people. They educate non-challenged people by showing that those with challenges are just like everyone else; they might just need an extra hand. For those with challenges, the movies can inspire or discourage them. Recently there have been more movies directed toward this important subject. Historically movies avoided the mentally challenged. They focused on wars, the west and musicals. Movies first started out in black and white and were just visual with no sound. From then they have come really far being able to add not only color and sound but computer animations. There are two movies which will be discussed concerning the positive and negative aspects of the mentally challenged in movies. The Other Sister and Radio show both sides of how society views the mentally challenged. In the movie The Other Sister the two main characters are mentally retarded. Carla is a young woman who has and over-protective mother. She was released from and institution and desires to attend a junior college to become a vet assistant. Carla has to convince her mother that she is capable of this responsibility. It is at college where Carla meets Danny. He is employed in a demeaning job in the band department but he enjoys it. The two fall in love but have to put up with their parents who do not believe they know what love is. They also become the butts of some cruel treatment by others in society. This movie shows how the mentally challenged experience emotions in their everyday life just like everyone else. In this movie Carla and Danny show that people with mental retardation can live independently, have a job, fall in love and get married. On the other hand, the parents of Carla are trying to show that she is not ready to go out into the world. They dress Carla up in an absurd costume for a so...

Battle of Flamborough Head in the American Revolution

Battle of Flamborough Head in the American Revolution The Battle of Flamborough Head was fought September 23, 1779, between Bonhomme Richard and HMS Serapis and was part of the American Revolution (1775-1783). Sailing from France in August 1779 with a small squadron, noted American naval commander Commodore John Paul Jones sought to circle the British Isles with the goal of wreaking havoc on British merchant shipping. In late September, Jones ships encountered a British convoy in the vicinity of Flamborough Head off the east coast of England. Attacking, the Americans succeeded in capturing two British warships, the frigate HMS Serapis (44 guns) and the sloop-of-war HMS Countess of Scarborough (22), after a protracted and bitter fight. Though the battle ultimately cost Jones his flagship, Bonhomme Richard (42), the victory cemented his place as one of the preeminent American naval commanders of the war and greatly embarrassed the Royal Navy. John Paul Jones A native of Scotland, John Paul Jones served a merchant captain in the years before the American Revolution. Accepting a commission in the Continental Navy in 1775, he was appointed as first lieutenant aboard USS Alfred (30).  Serving in this role during the expedition to New Providence (Nassau) in March 1776, he later assumed command of the sloop USS Providence (12). Proving an able commerce raider, Jones received command of the new sloop-of-war USS Ranger (18) in 1777.  Directed to sail for European waters, he had orders to assist the American cause in any way possible. Arriving in France, Jones elected to raid British waters in 1778 and embarked on campaign that saw the capture of several merchant vessels, an attack on the port of Whitehaven, and the capture of the sloop-of-war HMS Drake (14). Returning to France, Jones was celebrated as as hero for his capture of the British warship. Promised a new, larger ship, Jones soon encountered problems with the American commissioners as well as the French admiralty. A New Ship On February 4, 1779, he received a converted East Indiaman named Duc de Duras from the French government.  Though less than ideal, Jones commenced adapting the vessel into a 42-gun warship which he dubbed Bonhomme Richard in honor of American Minister to France Benjamin Franklins Poor Richards Almanac. On August 14, 1779, Jones departed Lorient, France with a small squadron of American and French warships. Flying his commodores pennant from Bonhomme Richard, he intended to circle the British Isles in a clockwise fashion with the goal of attacking British commerce and diverting attention from French operations in the Channel. Commodore John Paul Jones. Hulton Archive / Stringer/ Hulton Archive/ Getty Images A Troubled Cruise During the early days of the cruise, the squadron captured several merchantmen, but issues arose with Captain Pierre Landais, commander of Jones second largest ship, the 36-gun frigate Alliance. A Frenchman, Landais had traveled to America hoping to be a naval version of the Marquis de Lafayette. He was rewarded with a captains commission in the Continental Navy, but now resented serving under Jones. Following an argument on August 24, Landais announced he would no longer follow orders. As a result, Alliance frequently departed and returned to the squadron at its commanders whim. After an absence of two weeks, Landais rejoined Jones near Flamborough Head at dawn on September 23. The return of Alliance raised Jones strength to four ships as he also had the frigate Pallas (32) and the small brigantine Vengeance (12). Fleets Commanders Americans French Commodore John Paul JonesCaptain Pierre LandaisBonhomme Richard (42 guns), Alliance (36), Pallas (32), Vengeance (12) Royal Navy Captain Richard PearsonHMS Serapis (44), HMS Countess of Scarborough (22) The Squadrons Approach Around 3:00 PM, lookouts reported sighting a large group of ships to the north. Based on intelligence reports, Jones correctly believed this to be a large convoy of over 40 ships returning from the Baltic guarded by the frigate HMS Serapis (44) and the sloop-of-war HMS Countess of Scarborough (22). Piling on sail, Jones ships turned to chase.  Spotting the threat to the south, Captain Richard Pearson of Serapis, ordered the convoy to make for the safety of Scarborough and placed his vessel in a position to block the approaching Americans.  After  Countess of Scarborough had successfully guided the convoy some distance away, Pearson recalled his consort and maintained his position between the convoy and approaching enemy.  Ã‚   First Shots Due to light winds, Jones squadron did not near the enemy until after 6:00 PM.  Though Jones had ordered his ships to form a line of battle, Landais veered Alliance from the formation and pulled Countess of Scarborough away from Serapis.  Around 7:00 PM, Bonhomme Richard rounded Serapis port quarter and after an exchange of questions with Pearson, Jones opened fire with his starboard guns. This was followed by Landais attacking  Countess of Scarborough.  This engagement proved brief as the French captain quickly disengaged from the smaller ship.  This allowed  Countess of Scarboroughs commander, Captain Thomas Piercy, to move to Serapis aid.   A Bold Maneuver Alert to this danger, Captain Denis Cottineau of Pallas intercepted Piercy allowing  Bonhomme Richard to continue engaging Serapis. Alliance did not enter the fray and remained apart from the action. Aboard Bonhomme Richard, the situation quickly deteriorated when two of the ships heavy 18-pdr guns burst in the opening salvo. In addition to damaging the ship and killing many of the guns crew, this led to the other 18-pdrs being taken out of service for fear that they were unsafe. Using its greater maneuverability and heavier guns, Serapis raked and pounded Jones ship. With Bonhomme Richard becoming increasingly unresponsive to its helm, Jones realized his only hope was to board Serapis. Maneuvering closer to the British ship, he found his moment when Serapis jib-boom became entangled the rigging of Bonhomme Richards mizzen mast. As the two ships came together, the crew of Bonhomme Richard quickly bound the vessels together with grappling hooks. The Tide Turns They were further secured when Serapis spare anchor became caught on American ships stern. The ships continued firing into each other as both sides marines sniped at opposing crew and officers. An American attempt to board Serapis was repulsed, as was a British attempt to take Bonhomme Richard. After two hours of fighting, Alliance appeared on the scene. Believing the frigates arrival would turn the tide, Jones was shocked when Landais began indiscriminately firing into both ships. Aloft, Midshipman Nathaniel Fanning and his party in the main fighting top succeeded in eliminating their counterparts on Serapis. Moving along the two ships yardarms, Fanning and his men were able to cross over to Serapis. From their new position aboard the British ship, they were able to drive Serapis crew from their stations using hand grenades and musket fire. With his men falling back, Pearson was forced to finally surrender his ship to Jones. Across the water, Pallas succeeded in taking Countess of Scarborough after a prolonged fight. During the battle, Jones was famously reputed to have exclaimed I have not yet begun to fight! in response to Pearsons demand that he surrender his ship. Aftermath Impact Following the battle, Jones re-concentrated his squadron and began efforts to save the badly damaged Bonhomme Richard. By September 25, it was clear that the flagship could not be saved and Jones transferred to Serapis. After several days of repairs, the newly taken prize was able to get underway and Jones sailed for Texel Roads in the Netherlands. Evading the British, his squadron arrived on October 3. Landais was relieved of his command shortly thereafter. One of the greatest prizes taken by the Continental Navy, Serapis was soon transferred to the French for political reasons. The battle proved a major embarrassment for the Royal Navy and cemented Jones place in American naval history.

Of those who have heart disease what % eat a healthy diet Research Paper

Of those who have heart disease what % eat a healthy diet - Research Paper Example rienced significant despair when 5 out of 22 participants of his study dropped out of the program immediately which obligated them to conform to dietary reforms. The program was about putting patients with high cholesterol levels on a vegetarian diet for at least five years. Five patients gave up immediately, the rest complied with the diet prescribed by Dr. Esselstyn for some time, and only six patients completed the entire diet program (Apgar 18). Another research report implies that a whopping 89.7% Americans think that they eat a healthy diet (Berger). But, it should be remembered that there is a giant gap between an actual healthy diet and people’s perception of a healthy diet. According to a 2012 consumer survey report, the top control strategies for the 33% of Americans with high blood pressure are not based on a healthy diet, but on medication (Food Insight). This suggests that consuming a healthy diet does not form the number one priority of those who have heart-relat ed

Budgeting db5 Essay Example | Topics and Well Written Essays - 250 words

Budgeting db5 - Essay Example The company would have budgeted unwisely making the budget deficits occur due to poor budget plan. Poor budget plans are source to monetary crisis. The foundation need to assess the risk and re-strategize on the important issues that will assure the children’s summer takes place. The strategy should focus on the strengths of the company, which will help sustain the company in the crisis. Another way to go about the debacle is to share the expense of the evenly in the company endeavors so that every department has little to go around and finding the balance in the budget. The budget restructuring will make economic sense when the company has in place a strategic direction in the crisis period. The company must accept the crisis to move on quicker through tightening the use of money in the company. The expenditure needs to be trimmed to a sizable amount in order to make the company survive the hit. More caution on the use of funds should be placed with scrutiny monetary utility

Leadership & Ethics for Managers Research Paper

Leadership & Ethics for Managers - Research Paper Example Often organizations go through processes that redefine the way a company operates. The CEO of the company has the vision and the strategic plan to transform the organization. Companies in the 21st century do not longer seek individualism in the actions of its employees. Teamwork and cooperation have become a hot trend in the business world. The current approach and strategy of the CEO of the organization is to move to a team environment and to push many of the decisions to the lowest possible levels in order to achieve a team based empowered organization. The most valuable resource of any organization is its people because of the ability of humans to think, communicate and use judgment (Feinberg, 2012). The CEO is facing some resistance to change from the rest of the managerial staff of the organization. It is the duty of the leader to find a resolution to the problem. The first step towards finding an alternative solution to the dilemma is to open the lines of communication between the workers and the managers of the firm. The new plan that the CEO of the company wants to implement should be assessed by the entire organization. The managers should listen to the input of the workers about the proposed plan. Two concepts that many people visualize as similar, but in reality differ a lot are leading and managing. One of the purposes and visions of leaders is to inspire groups of people in organizations to aspire to achieve common goals (Entrepreneur, 2002). Leading involves motivating others to achieve a higher level of performance. Leadership can come from any person in an organization which implies that leadership abilities are not limited or exclusive of a managerial position. Sometimes companies gain the benefit of having strong leaders among the floor employees. Good leaders have excellent communication skills and are active listeners. Being an active listener can help an employee enhance his productivity and it improves a person’s ability to influenc e, persuade, and negotiate (Mindtools, 2012). One of the key differences between leading and managing is that managing entails complying with the basic managerial functions. Some of the basic managerial functions are planning, staffing, organizing, and controlling. Another difference between the two concepts is that managers are responsible for the actions of their subordinates. The CEO is trying to manage instead of leading this change initiative. Evidence that the CEO is using a managing approach is that the leader created a plan and provided a layout of the work structure that he expects the employees to follow. The managerial mandate of the CEO is to implement a team based work structure. One of the mistakes made is relying too much on managing instead of leading change. To lead change the corporate executive must convince others of the benefits of the change instead of imposing his will and vision on others and making unilateral decisions. The managers of the organization at fi rst glance did not like the plan of the CEO. It is highly possible that the managers felt threatened by the change management initiative because they felt their power and control would be diminished by the move. The CEO of the firm has to start a direct dialogue and negotiation process with the managerial staff. The use of formal meetings is a method that can be used to interchange ideas and opinions

Management of Advertising Program

Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu Management of Advertising Program Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu