Community Policing Law Essay Example | Topics and Well Written Essays - 500 words

Community Policing Law - Essay Example Stories from Stockton, California, Madison, Washington and other places have been pregnant with dire predictions of rising crime and, concurrently, shrinking law enforcement budgets and manpower. One possible solution to these problems can be found in what is known as ‘community policing’. By no means a new concept, it is one which could improve a given community’s relationship with its local law enforcement agencies. Community policing is, in essence, a collaboration between the police and the community that identifies and solves community problems. With the police no longer the sole guardians of law and order, all members of the community become active allies in the effort to enhance the safety and quality of neighborhoods. Community policing has far-reaching implications. (Understanding 1994, vii) In the nineteenth century, the first modern police departments, first in the United Kingdom and then in the United States, were drawn from the ranks of the citizenry and had close ties with the geographic areas in which they worked and patrolled. By the beginning of the twentieth century this began to change. â€Å"Researchers have suggested that the reform era in government, which began in the early 1900’s, coupled with a nationwide move toward professionalization, resulted in the separation of the police from the community† (Understanding 1994, 5-6).

The Lesson of Easter Island Essay Example for Free

The Lesson of Easter Island Essay Bill Gaede once said, â€Å"Science is not about making predictions or performing experiments. Science is about explaining (Goodreads, 2012).† This paper will convey an explanation, based on scientific method, on how the people of Easter Island shattered their island leaving only a small percentage of people to live there. Easter Island is remotely located in the Pacific Ocean. The island is about 1,395 miles from the nearest populated island. When the European explorers reached the island in 1722 they found a desolate landscape with less than 2,000 people existing there. They noticed that the inhabitants lived in caves and had a very limited supply of crops. Who could miss the gigantic statues carved out of stone? This was evidence that there was refined civilization that once lived there. After searching the island and taking survey of what were still here, questions then arise. How did the people of this island transport these statues that stood 33 feet tall, and weighed up to 99 tons as far as 6.2 miles from where they were constructed in the quarries to the coastal sites where they were positioned? What happened to the people who once populated this island? Who were these people, culture, nationality and traditions? Last but not least, where were all the trees and vegetation that once occupied this island? The first hypothesis the researchers considered was the forest was lost because of climate change, but evidence quickly pointed to the hypothesis that the people had gradually destroyed their own island. Researchers predicted that the trees provided fuel wood, building material for houses and canoes, fruit to eat, fiber for clothing, and presumably logs to move the stone statues. Several anthropologists experimentally tested hypotheses by hiring groups of men to recreate the act of moving the statues from the quarries to the coastline. They used an abundant supply of tree trunks as rollers or sleds along with enormous quantities of rope. The only place to find the rope was from the fibrous inner bark of the Hauhau tree which is near extinction  today. With the trees gone, rain would have eroded the soil away. This was confirmed by the data from the lake bottoms. With the erosion taking place the islander’s agricultural land would have lowered yields of bananas, sugar cane, and sweet potatoes leading to starvation and population decline. As a result of the anthropologists and researchers experiments they were able to come to the conclusion that the islanders turned against one another. Confirmation supports such circumstances of environmental deprivation and culture decline. Study of 6,500 bones has shown at least 31 species of birds nested on Easter Island and served as food source. Today only one native bird species is left. Also as resources declined the islanders began keeping their main domesticated animals in fortresses with stone entrances designed to prevent theft. War fell upon the island and the proof was uncovered when the researchers unearthed weapons, skeletons, and skulls with head wounds. The entire world should be able to learn form the mistakes of the people of Easter Island. If we don’t preserve our environment by recycling, saving trees, and protecting land we will be forced to face the same doom as the islanders. Everyone want to urbanize their cities and towns but the community don’t take in account that if they cut down too many trees it can hurt the environment in more than one way. Natural resources are important and if we don’t protect them we may as well prepare for dooms day and only the strong will survive. References Goodreads. (2012, Fall). Quotes About Scientific Method. Retrieved from http://www.goodreads.com/quotes/tag/scientific-method Withgott, J., Brennan, S. (2009). Essential Environment (3rd ed.). San Francisco, CA: Pearson Education.

Control Of Sulphur Dioxide Environmental Sciences Essay

Control Of Sulphur Dioxide Environmental Sciences Essay SO2 is an kind of industry air pollution mostly from oil and coal consumption , industry activities and traffics.According to research of EAP(U.S. Environmental Protection Agency) more than 100 million tons sulphur dioxide is discharged into the atmosphere every year all over the world.In the nature,most of the sulphur emissions are in the H2S(hydrogen sulphide),CS2(carbon disulphide),COS(carbonyl sulphide) and some organic compouds.Through burning,these organics which contain sulphur element discharge the sulphur dioxide to the atmosphere,which is able to lead serious environmental problem and harm humans health.SO2 pollution may cause plants dead in a extremely high speed,and is dissolved easily into the wind,which may cause the acid rain that may distroy the outdoor buildings.The most importantly,high concentrated SO2 in the atmosphere is able to kill people or cause serious ills including bronchitis, emphysema and oculoglandular conjunctivitis.Moreover,the sulfuric acid,is a seco ndary pollutant.When sulphur dioxide is involved in additional chemical reactions,it can react with oxygen and water to sulfuric acid which is the constituent of acid rain.(NATHANSON,J.(1986)) Generally,to solve the serious environmental problem,there are two research torwards in removing sulphur dioxide:pretreatment and afterwards absorbing. No matter what methods people use were all included in such two research directions. Pretreatment means separate the sulfur element from the coal mineral before it was burned. Because the main organises of sulfur element in coal are FeS2 and organic sulfur, generally, in industry people often use independent ways to do separation. For the inorganic sulfur including FeS2, the most traditional way is gravitational segregation which means separate the ore containing sulfur element from the coal with the differences in density. Such method is extremely financial and technical simple, however its effects sometimes are limited. Because of the differentia of the coal ore all over the world, the strainaway rate of the sulfur element is highly different. In some area the gravitational segregation can remove approximately 90% of the sulfur element in coal ore, while in some certain coal mines of 40% of the total sulfur content can be wiped off. For the organic sulfur element, it seems that there is not a efffective pretreatment approach to solve it. What people can do is just absorb the SO2 from burning organic sulfocompound. Unfortunately, because of the complicated organization of organic matter, generally, the sulfur contained in the coal ore would be burned in to a series of sulfocompounds including H2S,CS2,SO,SO2 instead of only SO2.So before people assimilate the SO2, people have to transform these compounds into SO2 first. Nowdays the most common way is fluidized bed. Fludized bed is a kind of organization for gasification of coal which is created by Fritz Winkler of Germany on December 16, 1921. Since the early 1960s, Douglas Elliott put forward that the coal should be burned instead of gasifying coal in a bubbling fluidized bed, because the it can generate steam by immersing boiler tubes. In 1982, the first CFB boiler which can burn low-grade coal was built in the Vereingte Aluminum Werke at Luenen, Germany in 1982 which is designed exclusively for the supply of steam and heat. The general gas-solid fluidizetion has 5 major application: Energy conversion, Petro-chemical processing, Mineral processing, Chemical and pharmaceutical and Physical processing, and the basic one is energy conversion. FIGURE 1.2 Schematic of a high temperature fluidized bed gasifier In general coal would be fed into bubbling fludized bed at 950 degree. Steam would be fed into the base of the fluidized bed through a sparge pipe-type of distributor. Then the coal would leave the hot solids in the bed and the cleaned and used gasification products leave the bed from the top. In this process limestone (CaCO3) and dolomite (CaCO3Â ·MgCO3) would be mixed with the coal ores to abstract the SO2 from the burning.The chemical equation is as follow: (1.1) After the fluidized bed step, there is still approximately 20% SO2 left in the offgas. To solve this SO2, people need some technologies including Calcium-Based Reactions and Sodium-Based Reactions, which were called afterburning absorbing. Until now, there is not a cheap and effective approach.The effective methods usually are expensive and lay a heavy burdon on finance,at the same time ,the cheap ones disable to remove the sulphur dioxide satisfactorily. The major information of this paper includes the benefits and defects of the traditional ways controlling the SO2, the rational of the new aspect: magnetic method, the problems may meet and the solutions of this approach..The ultimate purpose of the assignment is to point out a solution both financial and efficient.All the experiments and theories mentioned in this essay are based on theories and logical deductions. Analysis Advantages Nowdays in technology aspect people are able to control the SO2 letting effectively, after all the steps the SO2 discharged into the atmosphere is less then 1%. Materials of these technologies are all hackneved,. Moreover, some certain technologies can produce a series of cost efficient second products such as vitrol and compound fertilizers. Pretreatment is best method to control the sulfur dioxide, personally. Not only because the FeS2 can be separated from the coal ore easily, but also FeS2 can be another useful materials in industry. Because of the characters of coal mines, the associate ore of coal is FeS2 generally. As a result the FeS2 ore occupies a big part of coal mines in anywhere of the world, and the FeS2 ore is the most common material of puddling. So the pretreatment is a both efficient and financial approach. Fluidized bed is the second steps of the whole sulfur dioxide, the absobents of fluidized bed are very cheap and common. So this technology resently is used widly in the countries which are occupying a roomy area such as China and American as a normal skill. And such technology is extraordinary suit for the large-scale factories. Afterburning absorbing is the most efficient way to control the sulfur dioxide discharging regardless of the concentration. The ultimate consistence of SO2 in off gas which is disposed by the afterburning absorbing usually is less than 5%. In summary, the technologys resent used in the SO2 control are highly mature, however there are still some disadvantages can not be ignored. Disadvantages Although pretreatment is the most efficient and financial method to control the sulfur dioxide, it has the deadliest defect: the restriction of area. Because of the difference of the organization of coal ore in different area, such technology disables to be spreaded. For the fluidized bed the problems are secondary products and the processing ratio.When the chalks go into the boiler the active principle, CaCO3 would be resolve into CaO and CO2. The burned CO2 would sepatate out and enlarge the interspace on the CaO to form the lacunose CaO which can response with the SO2 easily. However it is impossible to make all of the CaO be the CaSO4, because the sulphating would make the interspace fullfilled by CaSO4. As a result the most chalks would not response with the SO2 and a great deal of chalks are wasted. Moreover, the secondary products are the mixture of CaSO4, CaO and CaCO3, so that the only way to manage them is dumping which may cause the salinized land. Afterburning absorbing is an efficient approach including wet limestone, wet soda ash/caustic lime spray dryer, circulating lime reactor and sodium bicarbonate/trona injection to control the SO2,however, it also has irrefusable disadvantages: the finance. After the advanced two step there is a lot of SO2 in the offgas, most of which is CO2, so that afterburning absorbing usually is extremely expensive. Moreover such technology has a great deal of problems such as the corrosion on equipments, pipeline blocking and the lack of material use ratio. Discussion Rationale Personally, the basic method to control the sulfur dioxide from the coal, is to separate the sulfur element from the coal ore before burning. In other words, to forbide the shaping of sulfur dioxide is the best way to control it .This kind of ideas is not impossible. If we can make most of the sulfur element separated from the coal before burned into sulfur dioxide, we do not need the afterburn aborbing. Personally people should use another aspect to think about the coal burning. The coal ore is consist of FeS2, ash content and organic organizations. After the pretreatment, almost all of the FeS2 would be remove out of the coal ore, so most of the substance left is organics and ash content. In the fluidized bed, the coal would be transfor into gas, the majority of which is CO2 and sulfide gas. Fortunately the CO2 molecule organizationis nonpolar, and the most of sulfide gas is polar molecule, such as SO2. As we know gaseous phase and solid phase do not have the material difference, nowdays the magnetic force is used widely in the solid waste control. So it is possible that use the magnetic force in separating two kinds of gas which have differences in magnetism. Problems may meet and solution The biggest problem people may meet is the differences between CO2 and sulfur dioxide are too small. This kind of force is only a little bigger than VDW(Van der Waals force), it is impossible to separate all of the CO2 and sulfide gas completely. The method to solve this problem actually is very easy, which is magnify the differences of force suffered. As we know, at the same temperature and pession, the density of SO2 is bigger than that of CO2, that means the climbing velocity of CO2 is bigger than SO2. All the factories need chimneys which are used to let the off gas to upper atmosphere to forbid the impact on daily life. If we add a magnetic field at the bottom of the chimney, it is sure that CO2 would climb up much faster than SO2. That means we can magnify the differences of suffered force between SO2 and CO2. The second problem of this opinion is how to gather the SO2. In my way, it is still to use the magnetic force. The chimney in my plan is not simple one, it should the a concentric tube. There would be a lot of interspace all over the inside tube, which is used to separate the SO2 from the off gas. In the whole chimney, there would be a magnetic field, so that SO2 in the off gas would suffer the magnetic force which is able to make the SO2 run over the inside tube. The outside tube is obfurage, so that SO2 would not be discharged into the atmosphere. The last problem is finance. It seems that the technologies and skills used nowdays play a better role in financial problems than the method mentioned above due to the high cost of basic built and daily power consumption. Although I can not submit the compellent datas about the basic built and daily consumption, I strongly believe that it performs better on the finance than the technologies and skills used now. Most skills of afterburning absorb would consume 15% electronic of the total vield for power plant. That means only 85% power is useful. On the other hand the power consumed in establishing magnetic field is obviously much less. All the power plants in the world would have chimneys, so the basic building cost would not be unacceptable. Furthurmore the secondary product: sulfur dioxide is the resource of manufacturing vitriol. In my opinion, the consumption in power even would be less than the money earned from the secondary product. Advantages and disadvantages In comparison of any other technologies and skills, the ultimate advantage of magnetic force is no secondary pollution. No matter what kind of skills used now have the problem of secondary pollution, such as the mixture of CaCO3 and CaSO4. These substances can not be recycled and do not have financial values, the simple managements such as landfill may cause the salinization and soil erosion. On the other side the secondary products of the magnetic method is the mixture of SO2 and CO2. This mixture is able to react with O2 under the catalysis of V2O5 to produce vitriol which can be the chemical engineering material. Furthurmore, this approach is extremely suitable for the Third World Countries. As we know, because of the financial problems the environmental problems in the Third World Countries usually are usually negelected. Controlling the sulfur dioxide is a heavy burdon on the companies and coutries of the Third World. If they can gain economic benefits from controlling SO2, it i s obvious that there would not be any problems on the popularize in the Third World countries. However, it also has some problems the most evident one is the problem of strainaway rate. Due to the restriction of circumstance, I can not do any experiment until now, so nobody knows how much the strainaway rate is. The most urgent and effective solution is doing experiments. Any valuable and successful technologies and skills are based on doing a mass of experiment to find problems and change the process. Moreover it seems that to reach the target mentioned above, there would be a simple but endless process, that means it is only suitable to the sweeping factories. Conclusion In conclusion, the way that author put forward obviously is a new aspect to regard the control of sulfur dioxide. After more than 100 years research on the traditional methods, they are all extremely ripe and difficult to improve. The magenic approach has the innate superiorities in comparision of the traditional ways. It is a definit physical technology which means there would not be any new extra pllutant to harm the environment. Moreover compared with the other new methods researched now, it is incredible convinient. All the basic building can be remaked from the existing equipments such as chimney and fluidized bed. In developing countries such as China and Africa countries which are not willing to pay attention on the environmenal protection, this technology can improve their enthusiasm, because they can gain a high economical benefits from the secondary products: vitrial with only a little investment. Although there are still some undeniable problems on this magenic way, it mus t be a valuable toward to research. The method mentioned in this paper is based on the 4 years experience in studying environmental subject of the author. Although the perspective and theoretical knowledge are sometimes naive and idealize, I strongly believe that this method must be valuable. Not only because the method itself, but also the aspect to deliberate and research. Environmental science is a wide ranged major which is not restricted in chemistry or biology, but also physics, physical chemistry, manage and biochemistry. The workers of protecting environment should expanse their own field of vision to all the relational knowledge instead of the major itself. In this career, not matter the organizations and physical properties, not matter the fields people consentrate on, as environment protection workers, we can all learn a lot of things and acquire inspiration from the whole science and engineering region.

SPORT Essay -- essays research papers

Professional Athletes Salaries: Are they paid too much? What should athletes deserve to be paid? Many players have risen to stardom by becoming a professional athlete. Athletes have come from many different backgrounds; some from wealthy and some from poverty raised backgrounds. Salaries are continuing to rise, and money doesn’t seem to be an issue. Athletes are getting what they want from the owners by negotiating through their agents. Athletes’ salaries aren’t just from their owners, but they come from other sources also. Athletes get paid an enormously high salary for the work they do. Really all they do is entertain us. We should consider the value of their work and pay them accordingly. They do not deserve the extreme amount they get paid and something should be done about it. Wouldn't it be great to make twenty million dollars a year and an additional ninety million dollars in endorsements simply to play a game that you are supposed to love to play? Lebron James, who has no college degree and hasn’t worked a day in his life, along with many other professional athletes thinks so. Lebron makes close to 100 million a year and probably will soon make much more. Yes, he is one of the best basketball players in the world, but paying somebody that much money for a game is ridiculous. All he had to do was just put a little round ball in a hoop. He didn’t save nobody’s life or make something that would benefit society. He entertained us for eighty two games and now has more money than he can spend. In today's society, one is supposed to be paid more if their job is more economically important. Doctors make more than factory workers; teachers make more than people who work at Wendy’s and so on. Still, professional athletes make more than what a teacher makes. Some professional athletes will make more money in one year than a teacher will make if he/she teaches all of their life. Is entertaining people more important than teaching them? The future of our society relies on the education of its youth and still teachers are paid less than these professional athletes. Even President Bush gets paid less than what most professional athletes are making. Here is a guy who makes decisions that affects everybody in our society everyday and we are saying entertainment is more important because we pay these athletes more. These games are supposed to be played for fun, not... ...plays a sport that they say they love is getting paid ten times as much as a doctor, police officer, or a fire fighter. Police officers and fire fighters protect our lives and save them, but they do not get close to the amount of money a player who plays professional sports. I am not just talking about the superstars in professional sports, but also about the players who never get to play and just sit on the bench. They still get hundred of thousands a dollars a year. I know to make it to the professional ranks in any sport is very difficult and these athletes train all of the time, but so do other professions. In other professions it might not be as physically demanding as sports, but they still have to train and stay on top of their game. I really find it hard to believe that in our society, we value entertainment more than almost anything else. There are people right now in this world dying because they do not have enough money to eat and we give athletes more money than they can spend because they are good at their sport. Professional athletes are extremely good at what they do, but do they really deserve millions of dollars because they can throw, kick, hit, or shoot a ball.

International Brand Strategy

4. Identify the factors that need to be considered when developing a brand strategy within the service-based industries and explain why the development a clear and consistent corporate brand image and reputation is a fundamental part of international brand strategy. Corporate brand image: Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion.Your corporate brand is, more than anything else, the most significant thing that will define you in the public eye, and therefore the one that will help to ensure your success – or your demise. A strong brand image and name will boost confidence throughout the business, and create a strong, successful impression in the market. Keller (2003a) says, â€Å"technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand† A brand serves to identify a product and to distingu ish it from competition. The challenge today is to create a distinctive image† (Kohli and Thakor 1997) The resource-based view within the strategy literature has argued that sustainable competitive advantage is created primarily from intangible capabilities, including brands and reputations (Omar et al. , 2009) The relative importance placed by the firm on its corporate identity also influences brand structure. Companies such as IBM and Apple place considerable emphasis on corporate identity (Schmitt and Simenson 1997).In the case of IBM, â€Å"Big Blue† is associated with a solid corporate reputation and reflects the company's, desire to project an image of a large reliable computer company that provides products and services worldwide. The IBM logo is featured on products and advertising worldwide to convey this image. Equally, Apple used its neon apple logo to project the image of a vibrant challenger in the personal computer market. Why does it matter? †¢Identi fication of sources of product †¢Assignment of responsibility to product maker. †¢Risk reducer †¢Search cost reducer †¢Symbolic device Signal of quality †¢Promise or bond with product or maker Advantage: Awareness The harder a company works on its branding and identity, in most cases, the more awareness it creates. For example, Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with labelling in a foreign language and know it is a Coca-Cola product. The red colour and shape of the bottle is an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product. This is branding and identity at its best. Advantage: Consistency in the MarketplaceThe more often a customer sees your brand in the marketplace, the more often he will consider it for purchase. If the brand and identity are truly kept consistent, the customer is more likely to feel that the quality is consistent and to become a loyal follower of the brand. However, this means that the product must maintain a consistency that reflects the image as well. Attract stakeholders, which can aid the development of strong business relationships. Focuses on long term growth Disadvantage: Can Become Commonplace Many brands strive to be No. 1 in the minds of consumers. For example, in many parts of the U.S. , people request a Coke when they go to a restaurant, not necessarily meaning a Coca-Cola product, but any soda. While it is the goal of branding to become the standard, it is not the goal to become the generic term of a line of products. Disadvantage: Negative Attributes If a product or service experiences a negative event, that will become attached to the brand. For example, a massive recall or unintentionally offensive ad campaign can tarnish a company’s brand and image, causing the company to need to build a whole new brand and identity to recapture its place in the market.An important element of a firm's overall brand st rategy is its branding policy. Strong brands help the firm establish an identity in the marketplace and develop a solid customer franchise (Aaker 1996; Kapferer 1997; Keller 1998), as well as provide a weapon to counter growing retailer power (Barwise and Robertson 1992). They can also provide the basis for brand extensions, which further strengthens the firm's position and enhance value (Aaker and Keller 1990). In international markets, the firm's branding strategy plays an important role in integrating the firm's activities worldwide.A firm can, for example, develop global brands (using the same brand name for a product or service worldwide) or endorse local country brands with the corporate brand or logo, thus establishing acommon image and identity across country markets. The top three strategic goals for brand strategy nowadays are increasing customer loyalty, differentiating from the competition, and establishing market leadership (Davis and Dunn 2002). A company with a well-e xecuted branding strategy gains important competitive advantages over its rivals.An effective branding strategy creates a clear and consistent identity for your products, based on qualities that are important to the market. Your branding strategy positions your products clearly in the minds of customers and prospects, and differentiates your products from competitive offerings. A well-executed branding strategy builds on the strengths of your brand by communicating brand values clearly and consistently. The measure of a well-executed branding strategy is immediate recognition by your target audience with consequent impact on your sales success.The key questions that companies need to ask themselves when developing a brand include: * What is the need we need to satisfy? * What are our core competencies? * What is the reason for this brand to exist in the world? * What is the role of branding in the context of the business strategy? Is it a functional or emotional brand? And then ther e are the internal and external focuses. To maintain a positive brand reputation, there are 3 things that are required: Good leaderships skills from managers that can drive the company towards their aims and objectives * Dedicated staff that possesses the same values reflected from the brand even in the workplace. * A good clean image in the eyes of the public. No controversies The key factors that need to be considered when developing a brand strategy include: * Purchasing * Distribution * New products * Value Purchasing A well-executed branding strategy makes it easier for your customers to make purchasing decisions about your products.They have a clear perception of the performance, benefits and quality of your products. The confidence that the brand will continue to meet their expectations minimizes customers’ risk in purchasing your product. A strong brand helps you build long-term relationships with your customers. Customers continue to buy from companies they trust, so it is important to continually reinforce the brand values that are important. Distribution You can also strengthen your presence in retail outlets and distributors through a well-executed branding strategy.Retailers feel confident in stocking a product with a strong brand, because they know there is strong consumer demand for that product. Your brand strategy can help you sell into retailers and build retail sales by stimulating demand. Encouraging distributors to use your branding material in their communications can also help to build business by giving customers confidence in the service they receive from the distributor. New Products A strong brand makes it easy to introduce new products that carry the same branding. The new product could be a range extension — a different size, color or version of an existing product.In the minds of customers, the new product will have the same qualities as the existing range because of its association with the existing brand. Value A w ell-executed branding strategy ensures that your brand makes an effective contribution to profitability through increased revenue, improved distribution and growth through new products. This, in turn, creates greater value for shareholders, making it easier for your company to attract investment and fund future growth There are a few risks that could come up when creating an international brand strategy:Assuming the brand communicates the same meaning market-to- market, resulting in message confusion Over-standardizing or over-simplifying the brand and its management, ie: discouraged innovation at the local level Use of the wrong communications channels, resulting in inappropriate spending and ineffective impact Underestimating the investment, time for a market to become aware of the brand, try it, and adopt it . Not investing in internal brand alignment to ensure that regional employees understand the brand values and benefits and are able and willing to communicate and deliver con sistently.The brand image of an organisation represents the current and immediate reflection that the stakeholders have towards an organisation (Bick et al. , 2003). It is related to the various physical and behavioural attributes of the organisation, such as business name, architecture, variety of products and services, tradition, ideology, and to the quality cues communicated by the organisation’s products, services and people (Nguyen and Leblanc, 2001). Brand image must be consistent in order to have a positive image in the eyes of the public.For example, Clairol introduced a mist stick curling iron in Germany, only to later find out that the word mist was slang for manure. Pepsi translated the slogan ‘The choice of a new generation’ in Taiwan but came out as, Pepsi, it will bring your ancestors back from the dead. These small hiccups may not be enough for major brands that are already established around the Globe, but for smaller brands trying to break into i nternational territory, it could turn into a serious disaster, as it could have been the first impression of that brand for a lot of people.Reputation is an outcome of interactions between stakeholders and the organisation over time (Argenti and Druckenmiller, 2004). An organisation does not have a single reputation at any point in time. It has a number of reputations depending on the stakeholders concerned. Interactions with brand-associated stimuli (including mass communication, employees, agents or other individuals and groups that are linked to the brand), enables stakeholders to form their perceptions of an organisation. These perceptions consolidate to become a single impression at a point in time – the brand image.Over time these fragmentary images evolve to become the stakeholder’s perception of the reputation of the organisation. The corporate brand comprises two aspects: corporate expression and stakeholder images of the organisation’s identity. The fo rmer includes all mechanisms employed by the organisation to express its corporate identity to all stakeholder groups. Corporate expression links the organisation’s corporate identity with its corporate brand and accordingly is classified as part of both constructs.The strategic choices that organisational leaders must make to determine the corporate expression include the conceptualisation and communication of the visual identity, the brand promise and the brand personality. The second aspect of corporate branding encompasses stakeholders’ perspectives of an organisation’s brand. A stakeholder can never interact with an organisation’s corporate identity in its entirety – they interact with aspects of the organisation’s identity and in so doing build their perception of the corporate brand. As stakeholders experience the brand, they develop brand images.Corporate reputation is the sum of all the views and beliefs held about the company based on its history and future prospects, in comparison to close competitors. Corporate reputation: According to Firestein (2006), reputation is the strongest determinant of any organisation’s sustainability. While strategies can always be changed, when reputation is gravely injured, it is difficult for an organisation to recover. The key people who  assess reputation  are: your customers, your employees, your shareholders, competitors, trade bodies and other businesses and influential people in your sector.The key things that you do which  drive your reputation  are simply: your company values, the products or services you offer, the people you employ and how well they work as a team, and the processes that help you run the business. Fombrun and van Riel (2003) suggest that organisations with good reputations attract positive stakeholder engagement. A favourable corporate reputation results in business survival and profitability (Roberts and Dowling, 2002), is an effecti ve mechanism to maintain competitive advantage, and can aid in building customer retention and satisfaction (Caminiti, 1992)While the definition of corporate reputation is debatable, the one proposed by Gotsi and Wilson (2001, p. 29) is instructive: â€Å"A corporate reputation is a stakeholder’s overall evaluation of a company over time. This evaluation is based on the stakeholder’s direct experiences with the company, any form of communication and symbolism that provides information about the firm’s actions and/or a comparison with the actions of other leading rivals. Organisational culture and business processes are also important levers that ust be aligned with the brand promise. Development of a positive brand image will only occur when the brand promise expected by stakeholders is delivered. If this occurs consistently over time, a strong positive corporate reputation will result. Services currently represent a large and steadily increasing share of the g lobal economy (Lovelock et al. , 2004). In Australia, the top 20 brands ranking by Interbrand, reported in BRW, shows that 17 of the top 20 brands are from the services sector (Lloyd, 2001).In the next decade 90-95% of jobs created in the developed economy are expected to be in the services sector. The increasing dominance of the services economy world-wide has led some researchers to pay greater attention to unique aspects of branding services versus goods. For example, de Chernatony and Dall’ Olmo Riley (1999) conducted in-depth interviews with brand consultants and concluded that managers of services brands should not simply rely on FMCG branding techniques, and that adjustments were needed at the operational level to reflect the unique characteristics of services.Emphasising the heterogeneity and inseparability characteristics of services, Berry (2000) conceptualized a service branding model based on 14 high performance service companies, and proposed that creating an emo tional connection with customers was the key to success O’Cass and Grace (2003) found that services brands differed from manufactured goods brands and that services brand managers were faced with challenges that were distinct from those faced by goods brand managers because of the inherent risks associated with services purchasesBusinesses in the service industry are intangible so therefore are very hard to keep control of and measure quality. Kotler (1986) states that the disadvantage that it has over business selling tangible goods is that the service has to be ready whenever the customer wants it. For example, if he wanted to stay in a hotel, then there should be a room ready for him to sleep in. They are perishable, which means that the night that a room was not sold cannot be sold after the day, or an aeroplane ticket cannot be sold off after the flight has taken off. The service industry looks

Write job descriptions to attract the best candidates

Write job descriptions to attract the best candidates There’s a definite art to crafting application materials, like your resume or cover letter. But think about the flip side of that equation. What about when you’re the recruiter or HR person in charge of writing the job description that will bring in all the best candidates? If you’ve ever seen those job descriptions that are so full of jargon that no one understands what the job is, or the job description that is so long and detailed that maybe one person out of a thousand would feel qualified enough to apply, you know that there’s a balance needed.As a hiring professional, you know that if you want to fill a position well, you have to get the best possible candidates to apply (or you’ll find yourself staring down this same job description a few months from now). So how do you write a solid job description that will attract the right people? Let’s look at some writing tips and strategies.Skip the buzzwords.When you see buzzwords or other lang uage that’s clearly trying to cater to a young, hip, start-up-style crowd, it can come off as more like a parent trying to sound cool. And no one (especially the uncool parent) wants to be seen that way. It feels awkward to read a job description looking for a â€Å"code ninja† or â€Å"marketing superstar.† Remember: people are coming to your job description because they’re looking for an opportunity. You don’t have to be flashy to get attention. It’s better to focus on providing a clear, accurate job description than trying to sound edgy or innovative.Ditching the buzzwords can also help your searchability factor. Job seekers aren’t searching for terms like â€Å"guru† or â€Å"rockstar.† They’re searching for â€Å"specialist† or â€Å"supervisor.† And if your job description isn’t coming up in keyword searches, you’ll risk losing out on potentially great candidates who are searching for more targeted terms. Accurate information is more important than charm here.Be detailed.You may think it’s obvious what a Data Analyst does, and that people searching for jobs in this area probably have at least a passing idea. But you don’t want to take for granted that potential applicants will magically know what the job entails. It’s important to give a clear, detailed synopsis of the work involved in this role. A detailed job description should include:hbspt.cta.load(2785852, '9e52c197-5b5b-45e6-af34-d56403f973c5', {});A specific job title. This may seem like a no-brainer, but the job title is going to set the tone for both the job description and the kinds of applicants you get. If you just say â€Å"coordinator,† you could get a whole range of people who may or may not be suited for the open role. If you say â€Å"data analysis coordinator,† you get a winnowed-down pool of applicants looking specifically for that kind of job.A general o verview of the role. How does this job fit in with the organization? Are there direct reports? Who will this person be reporting to themselves? No personal details, of course, but this quick one- or two- sentence overview would let the reader know that, say, the marketing coordinator position reports to the VP of marketing, or that the coordinator is responsible for managing interns.The day-to-day responsibilities of the job. You don’t need to provide a minute-by-minute breakdown, of course, but you can choose some highlights that cover the most important aspects of the job. If you know percentages, those are great to include here. (For example: 50% client service, 40% business development, 10% sales analysis.) By including this information, candidates know what to expect and are better able to match up their own skills and experience before applying.A salary range. This one isn’t necessary, but it can help avoid wasted time with candidates who are qualified but are se eking a higher salary. It can also set reasonable expectations, if an entry-level employee is somehow thinking about executive-level compensation.Desired level of experience. If you’re hiring someone for a mid-career role, it’s important to note that a certain level of experience is necessary. If it’s more of an entry-level role, specify that as well. This can help weed out applicants that are either overqualified or under-qualified for the job.Benefits  and perks. Part of attracting candidates is showing what your company offers outside of the day-to-day work. A general overview of the benefits an employee could expect is a good way to flesh out a job description. For example, types of insurance offered, HSA savings plans, retirement savings, flexible hours, education reimbursement. A quick benefit list (nothing too detailed) is a way to add some quick selling points to the job description. Phrases like â€Å"competitive benefits† are not very useful; they don’t tell the reader anything, and don’t showcase what your company has to offer candidates.Use strong action words.Like in a resume, you want to keep the reader’s interest. Keywords are not only important in online and database searches, but also for regular readers as well. By nature, we look for words that stand out, and help us scan effectively. Just like your own eyes would glaze over at the fifth use of â€Å"responsibilities† on an applicant resume, a job seeker would similarly tune out the word used multiple times in a job listing as well. For example, a word like â€Å"oversee† or â€Å"administer† may stand out better than â€Å"manage.†Find the right length.Somewhere between 700 and 1,200 words is the sweet spot for job descriptions. It’s substantive enough that potential applicants are likely to understand the most important tasks and qualifications, but shorter than Moby Dick.Focus on where the company is goi ng.Is your company award-winning? That’s great. But if you give a laundry list of all the great things your company has done in the past, it can be hard for a job seeker to relate. Credentials are impressive, but your job description should also give a sense of what the company is hoping to accomplish with this role or in general. If your company values creativity and innovation, emphasize that. If there’s a mission statement, include that in your job description. If you want the best applicants to see themselves joining your team, you have to let them in on (the general version of) your vision and goals.Be realistic.This might be the most important part of crafting an effective job description. And it’s most applicable if this is a new position. Ask yourself: is this job realistic for one person? Or is it more like several jobs merged into one? You may think that the role should only be filled by someone who’s trilingual, with a Ph.D. in modern dance and 10 years’ experience in office management, but†¦how many of those people are a) out there; and b) likely to come across your job posting? If you have some wiggle room on the qualifications, try not to be so specific. A reality check can be as easy as having the job description reviewed by someone who’s already done the job, or people who will be working directly with the new person.There’s no great mystery to writing a job description that will attract the people you’d want to hire for the position. When you offer clearly presented details, combined with company highlights, you’re targeting your job description effectively. There’s no guarantee that the perfect applicant will walk through the door, but when you put care and a good amount of careful editing into the job description, you’re helping to ensure that you’ll get some high quality interest.

Victim Advocacy Program of the U.S. Navy essays

Victim Advocacy Program of the U.S. Navy essays Between 1982 and 1990, the United States Congress enacted a series of laws designed to inform victims and witnesses of crime of their rights and positions in the criminal justice system. The last of the series, the Victims Rights and Restitution Act of 1990, imposed a duty on departments and agencies of the United States engaged in detecting, investigating, or prosecuting crimes, and incarcerating those convicted, to see that victims are accorded specific rights and certain services. Congress via the President directed the Department of the Navy (DON) meet mandatory requirements in relation to the rights of victims and witness within the military justice system. Today, the U.S. Navy is a benchmark organization in regards to the rights of victims and witnesses. The provisions described in this essay are not limited to offenses prosecuted at courts-martial (equivalent to a felony offense and trial). Crime victims and witnesses do not forfeit their status when offenses are referred for non-judicial punishment or administrative separation processing (minor offenses). In overseas locations, these terms are limited to victims and witnesses who are military members (and their families), Department of Defense civilian employees, and contractors (and their families). Within the DON, victims have the right to address the court at sentencing. A government trial counsel must provide notification to victims of the opportunity to present to the court at sentencing, in compliance with applicable law and regulations, a statement of the impact of the crime on the victim including financial, social, psychological, and physical harm suffered by the victim. Victims have the right to be present at all public court proceedings related to the offense, unless the court determines that testimony by the victim would be materially affected if the victim heard other testimony at the trial. The victims perspective may be considered be...

maths 101 Essay

maths 101 Essay maths 101 Essay 1ABSTRACT: A strategy is presented for analysing marine biological survey data and relating the biotic patterns to environmental data. To avoid circular argument, biotic and environmental data are kept separate. The strategy is illustrated by a worked example using data on the distribution of 182 nematode species in 107 samples in the River Exe estuary. Nineteen stations are grouped Into 4 main clusters using complementary classification and multi-dimensional scaling (MDS) ordination tech- niques. These are both based on root-root transformed abundance data with the Bray-Curtis measure of similarity. Indicator species characterising each group are extracted using information statistics. Inverse analyses give clusters of CO-occurnng species which are strongly related to the station groups. Relationships of station groups to environmental variables are revealed by superimposing data for one variable at a time on the MDS plot, showing that some station groups differ in sediment granulometry and others in salinity, for example. Some of the other factors plotted show no difference between station groups. Similarly, physiognomic charactcrlstics of the species are superimposed on the MDS plots of the inverse analysis of species groups, revealing differences in setal length and trophic status between the species groups. Finally, the 4 major station groups and species groups are related to one another in terms of morphological adaptation to the habitat. INTRODUCTION Biological surveys whether of benthos, plankton or nekton, usually result in complex bodies of biotic and environmental data from which patterns and relation- ships need to be extracted. Although such multispecles data sets have much in common, a confusing variety of numerical techniques has been used in the marine ecological literature, often simply because a computer program happened to be handy and without considera- tion of its suitability for the data. Numerical techniques have been most commonly applied to benthic data (e.g. Sanders, 1958; Cassie and Michael, 1968; Lie and Kelley, 1970; Day et al., 1971; Hughes and Thomas, 1971; Popham and Ellis, 1971 ; Stephenson et al., 1972; Poore and Mobley, 1980; Shin, 1982; and several other recent papers). Plankton workers have also used num- erical methods (e.g. Cassie, 1961; Fager and McGo- wan, 1963; McConnaughey, 1964; Thorrington-Smith, 1971; Angel and Fasham, 1975), and some similar analyses have been done on fish distribution (e.g. Fager and Longhurst, 1968; Peters, 1971; Haedrich et al., 1980). O Inter-Research/Printed in F. R. Germany In this paper we present an overall strategy for the analysis of multispecies data and the associated environmental variables which we believe has wide applicability in marine ecology. A set of robust and tested numerical techniques is presented stage by stage and illustrated by a simple example. We do not claim to review all the useful techniques available, but merely to outline numerical methods which we have successfully applied to a variety of ecological data. For a more complete review of many of the techniques see Clifford and Stephenson (1975). Walker et al. (1979) have summarized the 3 alterna- tive

The Clash Of Civilization In The Arab World Research Paper

The Clash Of Civilization In The Arab World - Research Paper Example Chiozza attempts to test the truth in clash of civilization by forming various hypotheses (714). Furthermore, Wei (p.40) prevents confusion between culture and civilization, two words used interchangeable with different meanings; while Crittenden provides a deeper analysis of the causes of the struggle in Syria and gives a different view from (Manfreda). Al-Radhan (1) analyses the ways differing civilizations can interact, and how the western civilizations should attribute is origin to Arab culture and civilization. This study seeks to analyze, examine and cross-examine clash of civilization in the contemporary culture to determine relevance of such a theory. Ruan provides a historical context between civilization and culture and states that the two words are often used interchangeably. This outlines a comparison between a long service definition of civilization and culture alongside a geographical locus. Through this statement, civilizations are likely to arise in a given geographic al location, where they share similar cultural values. Culture emerged at earlier stages of human interactions and laid the foundation for civilization to take place. Civilization is based on a number of relationships including history, religion, language and tradition, and all these relationships are from a cultural background of a given society in specific geographical locations. The western civilization is incorporated in areas like Eastern Europe, Latin America whose cultures closely resemble each other, while Middle East cultures also resemble. States create strong relationships with others that seem to sympathize with their cultural ideologies, values and interest. With two civilizations contrasting, the western modern civilization will have to accommodate nonwestern modern civilizations, whose cultures differ in many ways. There is conflict between civilizations because of the misconceptions values, and achievement of different cultures especially the West and Middle East (Al -Rodhan 3). This implies that cultural transmission is the key to the development of modern civilizations. Cultural differences have played an important role in the transmission of ideas, and development of key institutions such as science, philosophy, finance and commerce. Civilizations have borrowed ideologies from different cultures, as Al-Rodhan continues to state that the Arab world played an important role in the western civilization (3). The western civilization can attribute the role of the Arab culture in the Renaissance, Reformation and Enlightenment period in Europe and America. Civilization is the highest form of cultural grouping and broadest level of culture that distinguishes two people, and provides some major classifications of civilizations in the contemporary world. In addition, he provides these classifications according to a geographical grouping, and according to differing cultural ideologies. According to the geographical groups, there are eight major civiliza tions that arise in the contemporary world including; western, Confucius, Japanese, Islamic, Hinduism, Slavic, orthodox, Latin America, and African civilizations. A greater classification is by differing cultural ideologies which give rise to two major civilizations, which Huntington feels conflict in the contemporary society. These are the western civil

Medical Futility Essay Example | Topics and Well Written Essays - 500 words

Medical Futility - Essay Example Treatments or medical interventions that are unlikely to produce any significant benefit for the patient is known as "medical futility" (Jecker). The intervention may be deemed futile if it has no likelihood of improving the patients condition (Quantitative), or when the improvement will be so minimal as to be considered futile (Qualitative) (Jecker). In both cases the prospect of improving the patient's condition is exceedingly poor. Jecker notes that, "...treatment that merely produces a physiological effect on a patient's body does not necessarily confer any benefit that the patient can appreciate". Though there may be physiological changes in the body, if it does not save the patient or reduce the suffering, it is futile. The ethics of medical futility are rooted in the belief that medicine is for the purpose of healing the sick and comforting those that are in pain. Futile interventions often contribute to increased pain and agony as well as expending scarce medical and financial resources (Jecker). Ethical problems arise in defining the terms surrounding the issue. While a medical treatment may be deemed as futile, it may extend the patient's life by the few hours necessary that a family requires to get closure with the dying patient.

Special Education High School Essay Example | Topics and Well Written Essays - 750 words

Special Education High School - Essay Example It can be that this is the child's behavior at home whenever he or she is denied something or it could also be that this is his or her way of getting what he or she wanted. Throwing tantrums would exasperate parents, resulting to them giving in to the child's desires. These behaviors could not immediately be considered as behavioral problems per se; but it could lead to one if the child's present way of interacting with people, including children, would not be corrected. Biting is not an abnormal behavior but it is disturbing and potentially harmful which should be discouraged from the beginning (University of Michigan Health Systems 2007). Every aggressive behavior that the child displays should be understood and one way of understanding it is through knowing the child's family background. Who is living with the child and what is the situation inside the child's family. Through knowing, the teacher will be able to understand and formulate positive ways to handle the child's feelings . In a situation when the child's father is in prison and the mother herself is in a problematic state, it could be that the child lacks parental care and attention which drives him or her in a state of anger, shame, confusion or even aggression. In addressing such behavior, the teacher should not hit or bite back at the child as a way of reprimand because this only communicates to the child that violence is a fitting way to handle emotion (University of Michigan Health Systems 2007). Assessment of children going to school with behavior issues needs an in-depth look at behavior because the cause of such behavior may be neurological, psychological, emotional, family and/or social issues (Direnfeld 2007). Whatever is the cause of the child's aggression or violence, the child should not be rewarded for biting or showing aggressive or violent behavior, "not even the reward of a negative attention (University of Michigan Health Systems 2007). The teacher's approach should always be calm and educational. The teacher must also take note of the pattern of the child's aggression including the environment that the child is in and his or her emotional state. In this way, the teacher will have a clear idea on how to address and correct the child's behavior. Children, particularly toddlers, don't digest words whenever reprimanded unlike adults and adolescents; and shouting is definitely not a way of dealing with them. A calm but firm and serious tone is more effective than a loud voice that threatens the child because it still communicates negativity. Age appropriate ways of teaching children to control themselves promotes the development of confidence and self-esteem, thus, we can easily guide them towards self-control away from any aggressive or violent behaviors. Emotional control is also one dimension that the pre-school teacher should look into. Emotion can be influenced through perception. The child should perceive things in a positive way, and one way to guide that perception is to set up a classroom environment with a 'light' and happy atmosphere, wide and friendly space with lots of colors and wholesome pretty pictures on the wall. Such set-up sends a non-verbal message of security, safety, friendliness and warmth which most children are keen at The classroom, should not

Corporate governance of Westpac Banking Corporation AUSTRALIA Essay

Corporate governance of Westpac Banking Corporation AUSTRALIA - Essay Example Corporate governance has become the buzz word and has accomplished in drawing a good deal of public interest because of its visible significance of corporations and society with respect to economic healthCorporate governance is a complex concept as it deals with many different economic happenings Looking at a broader perspective corporate governance can be regarded as a set of procedures, customs, guidelines, rules and regulations affecting the way a corporation is planned, directed, governed or controlled. It also includes the relationships among the stakeholders and the aims for which the corporation is managed. The main stakeholders involved are the shareholders, management and the board of directors. Along with employees, suppliers, customers, banks the environment and the community as a whole. As mentioned earlier corporate governance is a complicated and multi-dimensional subject. Corporate governance deals with issues of accountability and fiduciary duty, making sure all the guidelines and mechanisms are implemented for the safe guard of shareholders. Another focal point is to achieve optimize economic through corporate governance to emphasize on shareholders welfare.Westpac Banking Corporation was founded in Sydney, Australia, in 1817 as the Bank of New South Wales and merged with the Commercial Bank of Australia and changed its name to Westpac in 1982. Today, it is a leading provider of banking and financial services in Australia, New Zealand, and eight Pacific island nations. It is Australia's oldest bank and offers general banking services to retail, commercial, and institutional customers and provides investment management and insurance. Westpac has strived to reach the position today it has by focusing on such issues only establishing a strong relationship with the stakeholders. "Corporate governance is a field in economics that investigates how to secure/motivate efficient management of corporations by the use of incentive mechanisms, such as contracts, organizational designs and legislation. This is often limited to the question of improving financial performance, for example, how the corporate owners can secure/motivate that the corporate managers will deliver a competitive rate of return." [www.encycogov.com, Mathiesen [2002].] Companies are scored based on specific issues such as board composition, management remuneration, accounting treatment and transparency. [https://www.shareanalysis.com/asp/glossary.asp]. Westpac has always focused upon promoting corporate justice, precision and self-actualization. The corporate governance structure followed at Westpac specifies the proper allocation of rights and responsibilities of the board, managers, shareholders and other stakeholders and properly defines the rules and procedures for corporate decision making. Increased competition, stringent regulatory standards, and continuous change in customer wants and demands have put pressure on global banking companies like Westpac to develop creative and cost-effective business strategies. Some of the examples of how corporate governance is implemented at Westpac are as follows: (http://www.westpac.com.au/internet/publish.nsf/Content/WISEWP+Protection) SSL connection Internet Banking system uses a technology called Secure Sockets Layer (SSL). This creates a secure connection between the customer and the Westpac. This is a highly beneficial technology developed by Netscape, Microsoft and RSA Inc that is supported by most browsers. Encryption Westpac has employed precise security mechanisms to guarantee that the client's information and accounts are secured. The latest encryption technologies have been used to protect the data when being sent over the internet. Westpac Internet Banking uses certificates which generate security "keys" to verify the connectivity with Westpac banking. Every stakeholder has an account with all the details. As information sent between the browser and the Bank is encrypted, it makes it

Corporate governance of Westpac Banking Corporation AUSTRALIA Essay

Corporate governance of Westpac Banking Corporation AUSTRALIA - Essay Example Corporate governance has become the buzz word and has accomplished in drawing a good deal of public interest because of its visible significance of corporations and society with respect to economic healthCorporate governance is a complex concept as it deals with many different economic happenings Looking at a broader perspective corporate governance can be regarded as a set of procedures, customs, guidelines, rules and regulations affecting the way a corporation is planned, directed, governed or controlled. It also includes the relationships among the stakeholders and the aims for which the corporation is managed. The main stakeholders involved are the shareholders, management and the board of directors. Along with employees, suppliers, customers, banks the environment and the community as a whole. As mentioned earlier corporate governance is a complicated and multi-dimensional subject. Corporate governance deals with issues of accountability and fiduciary duty, making sure all the guidelines and mechanisms are implemented for the safe guard of shareholders. Another focal point is to achieve optimize economic through corporate governance to emphasize on shareholders welfare.Westpac Banking Corporation was founded in Sydney, Australia, in 1817 as the Bank of New South Wales and merged with the Commercial Bank of Australia and changed its name to Westpac in 1982. Today, it is a leading provider of banking and financial services in Australia, New Zealand, and eight Pacific island nations. It is Australia's oldest bank and offers general banking services to retail, commercial, and institutional customers and provides investment management and insurance. Westpac has strived to reach the position today it has by focusing on such issues only establishing a strong relationship with the stakeholders. "Corporate governance is a field in economics that investigates how to secure/motivate efficient management of corporations by the use of incentive mechanisms, such as contracts, organizational designs and legislation. This is often limited to the question of improving financial performance, for example, how the corporate owners can secure/motivate that the corporate managers will deliver a competitive rate of return." [www.encycogov.com, Mathiesen [2002].] Companies are scored based on specific issues such as board composition, management remuneration, accounting treatment and transparency. [https://www.shareanalysis.com/asp/glossary.asp]. Westpac has always focused upon promoting corporate justice, precision and self-actualization. The corporate governance structure followed at Westpac specifies the proper allocation of rights and responsibilities of the board, managers, shareholders and other stakeholders and properly defines the rules and procedures for corporate decision making. Increased competition, stringent regulatory standards, and continuous change in customer wants and demands have put pressure on global banking companies like Westpac to develop creative and cost-effective business strategies. Some of the examples of how corporate governance is implemented at Westpac are as follows: (http://www.westpac.com.au/internet/publish.nsf/Content/WISEWP+Protection) SSL connection Internet Banking system uses a technology called Secure Sockets Layer (SSL). This creates a secure connection between the customer and the Westpac. This is a highly beneficial technology developed by Netscape, Microsoft and RSA Inc that is supported by most browsers. Encryption Westpac has employed precise security mechanisms to guarantee that the client's information and accounts are secured. The latest encryption technologies have been used to protect the data when being sent over the internet. Westpac Internet Banking uses certificates which generate security "keys" to verify the connectivity with Westpac banking. Every stakeholder has an account with all the details. As information sent between the browser and the Bank is encrypted, it makes it

The Code of Journalistic Ethics Essay Example | Topics and Well Written Essays - 1250 words

The Code of Journalistic Ethics - Essay Example If he does then it amounts to misrepresentation and is an unethical exercise. This stands valid for those cases where the journalist is aware that misrepresenting himself will get him the desired information he needs, however, he shall not disobey the code of ethics. According to the writer’s opinion, this ethic of misrepresentation is absolutely fine and necessary to keep the journalists in check and to make sure that they don’t cross their boundaries as journalists. Protecting Sources of Information: This code of ethics propounds the theory that a journalist shall never divulge the source of his information under any circumstances to any person who has asked for it. It all depends if the source wants him to divulge the information or not. According to the writer, this code of ethic is absolutely sufficient an imperative for the journalist ot do his duty in the most honest fashion to his profession. A journalist should never divulge the information to anyone if the sou rce has refused him to do so, even if that amounts to going to the jail. This way the journalist is showing solidarity and a faith of trust not only towards his source but also towards his profession. Objectivity and Fairness: A journalist should be fair and objective, but this code of ethic cannot be implemented for various reasons. ... Only in those circumstances the journalist is consciously avoiding to divert opinion, but nevertheless it happens all the time. The need of the hour is to come to grips with it and implement it consciously so that the effect would be greater than what it is right now. Conflict of Interest: This code of ethic talks about the fact that there shall be no conflict of interest while a journalist is reporting to his story. I completely agree to this code of ethic and believe that there is no room for submersing the news for the sake of any relative or loved ones. A journalist should always be free and fair in his reporting and therefore it is imperative to follow this code of ethic Economic Pressure: The theory of the code of not yielding to economic pressure says that a journalist should not write a story praising an organization in return of financial advantage. However, there are certain loopholes in this code of ethic, as a journalist needs money to finance himself and his family. It i s imperative for the survival of the journalist that he is able to afford a living, as the readers who are reading his article never understand the financial plight, which the journalist might be going through. Therefore, if there are times when a journalist needs to write a story for remuneration or advertise a story then he should be able to do it without having a feeling of guilt. Privacy vs. Public’s right to know: In the writer’s opinion there is no room for investigative journalism. A journalist should never cross his boundaries when trying to unearth the information. A public celebrity is a celebrity is public and does not live in the public scheme of things. Therefore, journalists should avoid

Perspectives of Regulation of Complex Financial Institutes Essay

Perspectives of Regulation of Complex Financial Institutes - Essay Example General complaints about a â€Å"lack of regulatory aggressiveness† ignore the realities of actually bringing enforcement actions in a tough environment. Regulatory enforcement in the United States operates surprisingly well given the difficulties of this operating environment, and critics have not presented credible alternatives to the present system. A second perspective is that major financial institutions escape meaningful regulatory constraints because their power and influence overwhelm regulators and because individuals from regulatory institutions give too much deference to major financial institutions and their key executives and staff. This perspective suggests that financial regulation in the United States is broken largely because of this political dynamic and needs fundamental reform. This paper will examine and look into how regulators and firms deal with each other, how interdependent they are on each other and the outcome of such interdependency. What kind of b enefits and liabilities develop due to their strong ties. Financial institutes will be used as the premise of all discussion. Special attention will be given to potential benefits and risks of such cohesive regulatory networks. Regular dealings between regulators and financial institute beyond the regular rule making boost up co-operation. Ineffect transparency takes a toll. Information disparities also strengthen regulatory cultures and bring down the threshold of external pressure need to effect changes within firms. The conditions that bring this benefit impede flow of information and genuine criticism from outsider. As a result performance standards dip and various other problems crop up. The paper looks into various examples of such fraudulent activities and also the circumstances in which these tensions are more likely to manage without damage from these problems. Strong ties that encourage cooperation within insiders have a huge impact on the flow of information. Information disparity arises and outsiders are asked to stop criticism. A lot of problems shape up as a result. A very prominent example in this case would be the SEC, NASD and NYSE when they acted against conflicts of interests in investment banking and mutual funds, immediately after outsiders. In 2003, at a cost 1.4 billion dollars, regulator prosecutors and large securities firms settled charges. The firms had encouraged investment analysts to mask and exaggerate corporation’s investment value while misleading investors in order to win the corporation’s investment banking business. For many years, this was floating around as a secret in the industry while the press and various congressional hearings had focused on it. While the participants were aware of the ethical implications of such a business, they eventually came to terms with it and started living with it as if it was a normal part of the business. The Lehman Brothers came to the rescue and appealed for new synergy by a nnouncing a new model for dealing between analysts and investment banking. This was widely accepted new paradigm for synergy and stated that â€Å"The analyst is THE key driver of the firm relationship with its corporate client base. Analysts need to accept responsibility and use it to expand the franchise and DRIVE PROFITABILITY

Corporate governance of Westpac Banking Corporation AUSTRALIA Essay

Corporate governance of Westpac Banking Corporation AUSTRALIA - Essay Example Corporate governance has become the buzz word and has accomplished in drawing a good deal of public interest because of its visible significance of corporations and society with respect to economic healthCorporate governance is a complex concept as it deals with many different economic happenings Looking at a broader perspective corporate governance can be regarded as a set of procedures, customs, guidelines, rules and regulations affecting the way a corporation is planned, directed, governed or controlled. It also includes the relationships among the stakeholders and the aims for which the corporation is managed. The main stakeholders involved are the shareholders, management and the board of directors. Along with employees, suppliers, customers, banks the environment and the community as a whole. As mentioned earlier corporate governance is a complicated and multi-dimensional subject. Corporate governance deals with issues of accountability and fiduciary duty, making sure all the guidelines and mechanisms are implemented for the safe guard of shareholders. Another focal point is to achieve optimize economic through corporate governance to emphasize on shareholders welfare.Westpac Banking Corporation was founded in Sydney, Australia, in 1817 as the Bank of New South Wales and merged with the Commercial Bank of Australia and changed its name to Westpac in 1982. Today, it is a leading provider of banking and financial services in Australia, New Zealand, and eight Pacific island nations. It is Australia's oldest bank and offers general banking services to retail, commercial, and institutional customers and provides investment management and insurance. Westpac has strived to reach the position today it has by focusing on such issues only establishing a strong relationship with the stakeholders. "Corporate governance is a field in economics that investigates how to secure/motivate efficient management of corporations by the use of incentive mechanisms, such as contracts, organizational designs and legislation. This is often limited to the question of improving financial performance, for example, how the corporate owners can secure/motivate that the corporate managers will deliver a competitive rate of return." [www.encycogov.com, Mathiesen [2002].] Companies are scored based on specific issues such as board composition, management remuneration, accounting treatment and transparency. [https://www.shareanalysis.com/asp/glossary.asp]. Westpac has always focused upon promoting corporate justice, precision and self-actualization. The corporate governance structure followed at Westpac specifies the proper allocation of rights and responsibilities of the board, managers, shareholders and other stakeholders and properly defines the rules and procedures for corporate decision making. Increased competition, stringent regulatory standards, and continuous change in customer wants and demands have put pressure on global banking companies like Westpac to develop creative and cost-effective business strategies. Some of the examples of how corporate governance is implemented at Westpac are as follows: (http://www.westpac.com.au/internet/publish.nsf/Content/WISEWP+Protection) SSL connection Internet Banking system uses a technology called Secure Sockets Layer (SSL). This creates a secure connection between the customer and the Westpac. This is a highly beneficial technology developed by Netscape, Microsoft and RSA Inc that is supported by most browsers. Encryption Westpac has employed precise security mechanisms to guarantee that the client's information and accounts are secured. The latest encryption technologies have been used to protect the data when being sent over the internet. Westpac Internet Banking uses certificates which generate security "keys" to verify the connectivity with Westpac banking. Every stakeholder has an account with all the details. As information sent between the browser and the Bank is encrypted, it makes it

Perspectives of Regulation of Complex Financial Institutes Essay

Perspectives of Regulation of Complex Financial Institutes - Essay Example General complaints about a â€Å"lack of regulatory aggressiveness† ignore the realities of actually bringing enforcement actions in a tough environment. Regulatory enforcement in the United States operates surprisingly well given the difficulties of this operating environment, and critics have not presented credible alternatives to the present system. A second perspective is that major financial institutions escape meaningful regulatory constraints because their power and influence overwhelm regulators and because individuals from regulatory institutions give too much deference to major financial institutions and their key executives and staff. This perspective suggests that financial regulation in the United States is broken largely because of this political dynamic and needs fundamental reform. This paper will examine and look into how regulators and firms deal with each other, how interdependent they are on each other and the outcome of such interdependency. What kind of b enefits and liabilities develop due to their strong ties. Financial institutes will be used as the premise of all discussion. Special attention will be given to potential benefits and risks of such cohesive regulatory networks. Regular dealings between regulators and financial institute beyond the regular rule making boost up co-operation. Ineffect transparency takes a toll. Information disparities also strengthen regulatory cultures and bring down the threshold of external pressure need to effect changes within firms. The conditions that bring this benefit impede flow of information and genuine criticism from outsider. As a result performance standards dip and various other problems crop up. The paper looks into various examples of such fraudulent activities and also the circumstances in which these tensions are more likely to manage without damage from these problems. Strong ties that encourage cooperation within insiders have a huge impact on the flow of information. Information disparity arises and outsiders are asked to stop criticism. A lot of problems shape up as a result. A very prominent example in this case would be the SEC, NASD and NYSE when they acted against conflicts of interests in investment banking and mutual funds, immediately after outsiders. In 2003, at a cost 1.4 billion dollars, regulator prosecutors and large securities firms settled charges. The firms had encouraged investment analysts to mask and exaggerate corporation’s investment value while misleading investors in order to win the corporation’s investment banking business. For many years, this was floating around as a secret in the industry while the press and various congressional hearings had focused on it. While the participants were aware of the ethical implications of such a business, they eventually came to terms with it and started living with it as if it was a normal part of the business. The Lehman Brothers came to the rescue and appealed for new synergy by a nnouncing a new model for dealing between analysts and investment banking. This was widely accepted new paradigm for synergy and stated that â€Å"The analyst is THE key driver of the firm relationship with its corporate client base. Analysts need to accept responsibility and use it to expand the franchise and DRIVE PROFITABILITY

Internet banking Essay Example for Free

Internet banking Essay Internet is rapidly turning out to be a tool of world wide communication. The increasing use of Internet earlier promoted producers and entrepreneurs to sell their products online. It has also become an important source of information and knowledge. Due to this, many banking and finance organizations have come up with the idea of Internet banking or online banking. What is Internet Banking Internet banking can be defined as a facility provided by banking and financial institutions, that enable the user to execute bank related transactions through Internet. The biggest advantage of Internet banking is that people can expend the services sitting at home, to transact business. Due to which, the account holder does not have to personally visit the bank. With the help of Internet banking many transactions can be executed by the account holder. When small transactions like balance inquiry, record of recent transaction, etc. are to be processed, the Internet banking facility proves to be very handy. The concept of Internet banking has thus become a revolution in the field of banking and finance. Brief History of Internet Banking The concept of Internet banking has been simultaneously evolving with the development of the world wide web. Programmers working on banking data bases came up with ideas for online banking transactions, some time during the 1980s. The creative process of development of these services were probably sparked off after many companies started the concept of online shopping. The online shopping promoted the use of credit cards through Internet. Many banking organizations had already started creating data ware housing facilities to ease their working staffs. The development of these databases were widely used during the development of ATMs. Sometime in 1980s, banking and finance organizations in Europe and United States started suggestive researches and programming experiments on the concept of home banking. Initially in the 80s when computers and Internet were not so well-developed, home banking basically made use of fax machines and telephones to facilitate their customers. The widespread of Internet and programming facilities created further opportunities for development of home banking. In 1983, the Nottingham Building Society, commonly abbreviated and referred to as the NBS, launched the first Internet banking service in United Kingdom. This service formed the basis for most of the Internet banking facilities that followed. This facility was not very well-developed and restricted the number of transactions and functions that account holders could execute. The facility introduced by Nottingham Building Society is said to have been derived from a system known as Prestel, that is deployed by the postal service department of United Kingdom. The first online banking service in United States was introduced, in October 1994. The service was developed by Stanford Federal Credit Union, which is a financial institution. The online banking services are becoming more and more prevalent due to the well-developed systems. Though there are pros and cons of electronic cash, it has become a revolution that is enhancing the banking sector. Read more at Buzzle: http://www.buzzle.com/articles/history-of-internet-banking.html

What Makes Advertising Effective

What Makes Advertising Effective The aim of this report is finding the most correct answer to the question: what makes advertising effective. This issue is essential because it is the key for achieving -or not- the goals pursued by every company that invests in advertising. The general question has been divided in three areas, depending on the type of consumers response that advertising aims to arouse: cognitive, affective or conative, according to the famous Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use can help to achieve efficacy in advertising. Five recommendations are identified through the report. Advertisers should first choose the media mix able to reach as many consumers as possible from the target audience (Ogilvy, 1985). Using appealing creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick, 2005) is required to pass successfully through all the selective phases of consumers influence process, in order to make them memorize the contents of advertising. Music can be very helpful both for gaining consumers attention and giving a mnemonic quality to the message (Sutherland, 2008). An effective way to build an emotional link with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the point that they can become part of consumers cultural background of people (Sutherland, 2008). It is necessary to understand how the purchasing decision is taken by consumers in order to effectively affect their behaviour; the FCB matrix by Vaughn (1986) identifies four types of purchasing process and suggests the quantity and quality of information to provide for each of them in order to have an impact on the decision making process. Since music sets up an entertainment mood, its use appears to be appropriate for the feel products and not for the think products (Arens et Al, 2011). As most of these factors refer to the ability of understanding consumers mind, the report has confirmed that psychology represents a basic support for marketing functions as the making of effective advertising (Foxall et Al, 1998). INTRODUCTION This paper aims to identify the factors able to make advertising effective. The research starts stating a basic condition then, since efficacy is the ability to bring about the intended result (Oxford dictionary, 2007), the report analyses which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered as pivotal in the communication process. People progressively express three kinds of response to a received message: cognitive, affective, conative (also known as the think-feel-do process). Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumer is cognitive, affective or conative. The report then operates a specific analysis on the role of Music in advertising, showing how music can be a very useful tool to reach efficacy (Sutherland, 2008) for all the three pursued responses shown previously. Recommendations and Conclusions about the topic complete the analysis. Practical examples chosen among the most famous companies provide evidence to the theoretical analysis; further examples are reported in the appendices to enrich the content. This research has been performed through the method of the literary review: books, papers and articles of famous Marketers and Psychologists are used as sources. A Basic Condition Advertising is undoubtedly a central part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep know-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market researches, in order to know as much as possible about consumers and competitors. As Cowles and Kiecker stated (1998), market research is important not only to identify the most profitable target segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media. Companies have to focus all their functions to the market: only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model: three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing can be supported by the studies on the communication process. Among them, this report focuses on the famous hierarchy of effects model proposed by Lavidge and Steiner (1961); when the advertising message reaches the consumer, following the steps of the well-known SMRC communication model (Berlo, 1960), the receiver responds by progressively undertaking three phases: the cognitive phase as first, then the affective and finally the conative. Specifically, consumers will pass through these sequential stages: Awareness, Knowledge, Liking, Preference, Conviction, Purchase. [Figure A] Figure A : Sequential stages of Lavidge and Steiner model (1961) Source: http://www.learnmarketing.net/Hierarchy%20Of%20Effects.jpg Using this tripartite approach, the marketing objectives become more definite and therefore it is possible to identify more precisely the key factors for achieving efficacy; firms should then set up a specific advertising campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). The following three Mc Donalds adverts clearly show this differentiated approach. In the first one [Figure B], nothing but the apposition of the two logos (the wi-fi one made by chips) is used: since this ad wants to make the audience learn the service provided, it refers to the cognitive phase. https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTvZKUvtaxvKoU5QrbdDg7OYLdJenmEf9FuOgVyC0e-gtkfD1M59EG4UdXyXouG_hy_3Z5J7jS5J43feFa7wcWXYWJqkIQ7LWERb6aR-V_Ltuuv5D1gJg2Hm_3_UhvG0wkJMpsxib7L0g/s400/Cool+and+Beautiful+McDonald%E2%80%99s+Advertising+10.jpg) Figure B. Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTvZKUvtaxvKoU5QrbdDg7OYLdJenmEf9FuOgVyC0e-gtkfD1M59EG4UdXyXouG_hy_3Z5J7jS5J43feFa7wcWXYWJqkIQ7LWERb6aR-V_Ltuuv5D1gJg2Hm_3_UhvG0wkJMpsxib7L0g/s400/Cool+and+Beautiful+McDonald%E2%80%99s+Advertising+10.jpg In the second one [Figure C], the baby approaching the hamburger evokes feelings of affection for the food offered by the company; an home atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. http://www.breastfeedingsymbol.org/wordpress/wp-content/uploads/2007/08/mcdonalds.jpg Figure C. Source: http://www.breastfeedingsymbol.org/wordpress/wp-content/uploads/2007/08/mcdonalds.jpg In the third one [Figure D], the invitation to take an action is extremely clear: consumers should have breakfast at Mc Donalds on Mondays, convinced by the free coffee. This ad aims to induce a change in the consumers behaviour: it refers to the conative phase. http://www.mcdonaldsstl.com/images/FreeCoffeeMondays-graphic.jpg Figure D. Source: http://www.mcdonaldsstl.com/images/FreeCoffeeMondays-graphic.jpg The main limit of HoE is its rigidity: consumers do not always undertake these steps sequentially, because of their irrationality; however, the existence of these three kinds of responses is widely accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to  reformulate the central question in a more detailed way: which elements are necessary in advertising, in order to improve the companys performance in brand awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 1 Cognitive response The goal of these campaigns is to ensure that customers are properly aware of the brand; making clear the brand positioning is the main aim (Egan, 2007). Reach is the first key factor. Pelsmacker (2007) defines it as the number or percentage of people who are expected to be exposed to the advertisers message during a specified period . Reach plays the either/or role in the SMRC process: if the company does not reach the consumers, no response can be aroused. Therefore, the choice of the most appropriate media mix to reach the target segments becomes crucial for the success of the advertising campaign (Ogilvy, 1985). According to the selective influence process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social intervening variables which affect the final internalization of the message. Since only the memorized information is able to affect the consumers behaviour the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receivers attention, it is required to overtake what Wundt (1896) calls the absolute threshold, that is the minimum psychic intensity an individual needs for reacting to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains great importance (Dahlen et Al, 2010). Since the traditional media today are overcrowded by adverts (Levinson, 2007), appealing creativity can make an advert emerge to the consumers eyes. A clear example can be represented by the winner of the Best Use of Blu Tac in a Shop Window Postcard Space category in the Chip Shop Awards 2012. Clearasil posted a completely and intensely white postcard: impossible not to see. Figure E. Source: http://www.chipshopawards.com/ Clearasil is a brand of beauty products against skin imperfections (www.clearasil.co.uk) Use of creativity can also have negative impacts: it is difficult to define the line between great effect and great scandal (Godin, 1999). [see Appendix I] In choosing how often to transmit the advertising message, psychology supports marketing once again (Foxall et Al, 1998). I.V. Pavlov developed the notion of conditioned reflex (1927): opposed to the innate reflex it is a learned reaction to a positive or negative stimulus. In marketing, this means that the repetition of a message will increase its understanding; thats why frequency plays a key role. Frequency measures the number of times, on average, that a member of the target audience is exposed to a message or, more accurately, to the media (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the Curve of Wundt (1896), if the intensity of the stimulus exceeds a certain limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. 2 Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a preference for it (Fill, 2009). The more the content of a message is associated to paradigmatic knowledge, the more immediate and simple is its decoding by the receiver (Grandori, 1999): thats why advertising should carry associations recalling to the common culture to be effective in building an emotional link with the audience (Godin, 1999). Among all the cultural aspects, political studies have shown that the more compelling ones are common roots ; common habits ; famous figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chryslers spot for the launch of the new 200 model, shown during the 2011 edition of Super Bowl. The core of the message highlights the origin of the machine, manufactured in Detroit: (à ¢Ã¢â€š ¬Ã‚ ¦) Thats who we are. Thats our story. (à ¢Ã¢â€š ¬Ã‚ ¦) Because when it comes to luxury, its as much about where its from, as who its for. Now were from America, but this isnt New York City, or the Windy city.(à ¢Ã¢â€š ¬Ã‚ ¦) And were certainly no ones Emerald city. This is the Motor city. And this is what we do. The new Chrysler 300 has arrived. Imported from Detroit. [see Appendix II] Casting famous figures (VIP) as testimonial can provide good advantages: a VIP well known among the target audience can better win consumers attention; it allows to make the advertising message more personal, exploiting the VIPs familiarity with the consumers ; people will associate the appreciated qualities of the VIP to the product. (Arens et Al, 2011). [see Appendix III] Another effective way to involve the audience is taking part at the big events widely enjoyed and cherished by people, as the recent Olympics in London 2012. [see Appendix IV] Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999).[see Appendix V] This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their core quality cant take the best benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the name of the brand also when something negative is referred to them (Arens et Al, 2011). [see Appendix VI] 3 Conative response In order to effectively affect consumers behaviour with advertising, it is necessary to understand how their decision making process works. The model developed by Richard Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables: the level of consumer involvement (high-low) and the type of approach to the purchase (rational-emotional). (McWilliam, 1997; Vaughn, 1980 and 1986). The result is the identification of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected: differences are both in quantity high and detailed or low and summarized- and quality -emotional or rational of information. (Vaughn, 1986). In Figure F, some exemplar products are placed in the 4 quadrants of the FCB matrix. Figure F. Source: Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (1986): High involvement / rational. People look for the real facts, they need to gain the confidence they are doing the right choice (e.g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . [Figure G]http://www.okeefeestateagents.com/_microsites/paul_okeefe/docs/images/homepage/rightColAdvert/need-a-mortgage.jpg Figure G. Source: http://www.okeefeestateagents.com/_microsites/paul_okeefe/docs/images/homepage/rightColAdvert/need-a-mortgage.jpg High involvement / emotional. Consumers want to learn about and feel the experience (e.g. Holidays). Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. [Figure H] Figure H. Source: www.adcracker.com Low involvement / rational. People usually buy by habit (e.g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. [Figure I]http://c3240dd96f54819fb6f2-90846526673b19d9a04c27097b58cb86.r6.cf2.rackcdn.com/2011/09/optic-white-coupon.jpg Figure I. Source: www.cuckooforcoupondeals.com Low involvement / emotional. People often looks for sensory or psychological gratification (e.g. Movies). Showing sensory rich imagery can be successful. [Figure J]http://www.filmjabber.com/movie-blog/wp-content/uploads/2007/11/the-eye-poster.jpg Figure J. Source: http://www.filmjabber.com/movie-blog/wp-content/uploads/2007/11/the-eye-poster.jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies between consumers and companies perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast move from one coordinate to another in the brand image of consumers (Fill, 2009). The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. COGNITIVE PURPOSE Music can help to win consumers attention: reproducing a song well-known among the target audience or a catchy rhythm greatly helps to get its attentions (Sutherland, 2008). The use of creativity in music can be found in the production of jingles, where companies set their own words to Music. Jingles are among the best -and worst- ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief (Arens et Al, 2011). As an example, in the 1970s Coca-Cola was so successful with its jingle Id like to buy the world a Coke that it was then extended and released to become an international chart hit called Id like to Teach the World to Sing (Sutherland, 2008). Moreover, what Sutherland (2008) calls the three Rs rhyme, rhythm and repetition give words a mnemonic quality, making the message more catchy and enduring in memory. AFFECTIVE PURPOSE Research has shown that the positive mood created by music makes consumers more receptive to an ad message (Belch and Belch, 2009). When words are set to the music, a desire for repetition can be created: thats why jingles are able to involve consumers, at the point that they can become themselves part of the cultural background of people (Sutherland, 2008). A chart of the top 10 jingles of the century has been made, according to peoples preferences: a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source: Belch and Belch, 2009 The case of Oscar Mayers spots clearly shows the emotional power of jingles in advertising. [see Appendix VII] Jingles are used less frequently today, replaced by an increasing use of current or classic pop songs: in the age of the technologic way to live music companies must be careful not to appear old-fashionable while using jingles (Belch and Belch, 2009). CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the feel products (Sutherland, 2008). A great example of how music can be focused on action is the jingle created by the pizza chain Pizza, Pizza in Toronto: the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. [see Appendix VIII] On the other hand, music causes what Sutherland (2008) calls the wash-over effect: when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than judging the reliability of its meaning. The entertainment mood set up by music is inappropriate when consumers want to focus on the rational information, as for think products (Arens et Al, 2011). As the analysis of consumers response to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and tempo contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and purchase intention. Since the negotiation of the license rights often needs large sums, marketers should carefully decide if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009). RECOMMENDATIONS As shown through the report, advertisers should first ascertain to find the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005). The use of Music can be very effective both for winning consumers attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008). To effectively affect consumers behaviour, advertisers must understand how the purchasing decision for their products is taken by consumers; the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotional or rational). Music can be effective for feel products, but not for think products, since it sets up an entertainment mood inappropriate for rational decisions (Arens et Al, 2011). The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship: when an advert is not effective, it can be the symptom that theres something wrong in the marketing decision making process, or it can be the cause leading to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown how a tripartite approach to the central question which factors can make advertising effective? is able to better analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of reading consumers mind, the report has confirmed how psychology can be a great support for marketing functions and, specifically, for making advertising effective (Foxall et Al, 1998). Thats why Market-driven companies, which have developed a deep knowledge of their consumers thanks to large investments in market researches, have the concrete possibility to apply these factors in the most effective way (Llambin, 2008). APPENDICES As an example, the historical testimonial used by Danish Frisbee Sports Union for the 2012 campaign will be definitely able to catch consumers attention, but it can reasonably arouse perplexity and disgust in a high number of people. Source: http://www.chipshopawards.com/ Nestlà ¨ chose to set a totally VIP-focused campaign to promote Nespresso brand: George Clooney has being appeared in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image: http://www.generation-flux.com/images/Nespresso-site.jpg A great example is represented by the marketing campaigns of PG, created to promote their laundry products Ariel in UK and Tide in USA during the Olympics. The compelling references on the athletic competition were present in both the spots: Before the Gold, Silver, and Bronze, its the red, white and blue.At the Olympic Games, its not the color you go home with that matters, its the colors you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). The meaning of the final sentence Proud keeper of Our Countrys Colours was certainly influenced by the images of the athletes shown in the video: for Ariel, a high number of British participants ; for Tide, almost only American players. Sources: http://www.youtube.com/watch?v=DoF9DROHYnU Tide for USA; http://www.youtube.com/watch?v=Jipn-MGg0DA Ariel for UK. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest innovator in the Italian political marketing in a negative or positive way depending on the political conviction (Palmieri, 2012), named his first party Forza Italia (1994), that is the same slogan used by Italian people as an incitement for the national football team. The result was a widespread embarrassment (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party: they could not manage not to think about this political association. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www.cirio.co.uk) Cirio managers werent happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks later the advertising campaign was launched. The spot is accessible here: http://www.youtube.com/watch?v=ReGPNs-HfH0 The episode reported: http://www.telegraph.co.uk/news/celebritynews/8706992/Gerard-Depardieu-accused-of-urinating-on-floor-of-plane.html Oscar Mayer is a brand owned by Kraft Foods. At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy bologna and wiener jingles: they were such known that Oscar Mayer decided to be self-referential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. Promotions: Nostalgia Bolognese, Brandweek, April 14, 1997 Original videos are available here: http://www.youtube.com/watch?v=rmPRHJd3uHI (Bologna); http://www.youtube.com/watch?v=aNddW2xmZp8feature=related (Wieners) The example and the text of the jingle are reported in Sutherland (2008, p 122): nine-six-seven, eleven eleven / phone Pizza Pizza, hey hey hey!