ETHICAL ISSUES PAPER Research Example | Topics and Well Written Essays - 1000 words

ETHICAL ISSUES - Research Paper Example In clinical standard, a consent for surgery had been secured, where it was clearly indicated that the client is to receive local anesthesia only by the nurse anesthetist. During intra-operative period, a mixed-up occurred, where monitored anesthesia had been administered, instead of local one. Expecting the latter, the client came to the hospital alone through his own vehicle. In institutional policy, clients should be admitted for at least a day as part of post-anesthesia monitoring if they received monitored anesthesia. Post-operatively, the client was not admitted, and had no one to drive for him home. A nurse became aware of inconsistency with type of anesthesia indicated in consent form from the inducted one. The surgical team and nurse manager were informed of such mistakes, and the event was duly documented. Despite hospital protocols, the physician refused admittance for an outpatient procedure, leaving receiving nurses with no option but to look for a driver to bring the sai d client home. Clearly, a number of clinical and ethical discrepancies can be observed. For one, the anesthesia indicated in the consent form had not been followed during actual surgery, giving undue risk to client who had no companion to drive him home during monitored anesthesia care. Another thing is the adamant refusal of the physician to admit the client overnight, despite the institutional policy to do so with such anesthetic category. Lastly, giving the burden of managing the aftermath of the error to nurse, conflicts the organizational accountability that all members of surgical team are obligated to resolve existing discrepancies during and after clinical service delivery. The breach in consent form could have been prevented according to benchmarks indicated for surgical safety. A known surgical checklist divides the universal protocol in three sections: â€Å"sign-in, time-out, (and) sign-out.† In all parts, every opportunity is given to review pertinent things, fro m preparation of equipments, to detailed data in consent form, and relevant information on correct patient, surgical site, and procedure. Unfortunately, time-out process was disregarded, where the pause indicated to ascertain whether pre-operative details are followed and concerns with actual operation are addressed had been foregone (â€Å"Theatre,† 2008). Through this, induction of wrong anesthetic technique, then, could have been avoided. The ethical parameters in consent form were neglected. More than legal safeguard, this represents professional respect for clients’ autonomic right to participate with clinical decision-making process. As emphasized by White and Baldwin (2003, p.762), informed consent should be specifically denote the â€Å"anesthetic techniques...which had been discussed and agreed by the patient.† As observed in the situation, patient autonomy is breached with the procedural error, and ethical dilemma begins. This is even compounded by ref usal of providing physician to admit the patient. The danger of monitored anesthesia induction ranges from respiratory depression to neurological dysfunction resulting to trauma (Bhananker, Posner, Cheney, Caplan, Lee, & Domino, 2006). As such, the practitioner is fully aware of client’

Riordan Fan Manufacturing Supply Chain Team Essay Example for Free

Riordan Fan Manufacturing Supply Chain Team Essay Riordan Manufacturing is the industry leader in the field of plastic injection molding. They are a massive organization that currently operates out of three plants. One plant is in Albany, GA, this is where the plastic bottles are produced. Then they do their custom plastic fabrication in Pontiac, MI. Then in Hangzhou, China they currently operate a decentralized unit of the organization, this is where they produce electric fans. While forming a process design for Riordan’s fan production operation, it is imperative to construct a complete production system that includes many different phases of production, including process design, material requirements planning (MRP), accurate forecasting methods, supply chain considerations such as just-in-time manufacturing, total quality management, and a means of implementing the changes. Aggregate Production Plan Riordan’s current operation process is not sufficient for the organization to achieve a competitive advantage. Over the past years the organization has faced delivery delays, purchases from local Chinese manufacturers have not provided the required stock material based on production forecasts, and as a consequence only 93% of stock is delivered on time (University of Phoenix, 2013). Before designing a new production process, Riordan has to eliminate all the bottlenecks in the production (inventory and manufacturers). Selecting alternative suppliers of motor fans will improve production schedules and help to balance the company’s global forecast and improve customer satisfaction. In addition the company should apply Just in Time strategies focusing on reducing raw material costs, eliminating waste and continuous production improvement. Figure 1 represents a flowchart the new process design for the production of the Riordan Electric Fans. Figure 1. Master Schedule and Material Requirements A Gantt chart also known as a bar chart was named after Henry L. Gantt (Chase, Jacobs Aquilano, 2011). A Gantt chart is an important tool that helps an organization keeps track of different projects at the same time. It will also help manage the time a project will last and in which order each task needs to be addressed, which helps to keep projects on time and on budget. In the case of the Riordan plant it was suggested that ten projects be assigned to be completed in one year starting January tenth. These projects are: (a) the elimination of bottlenecks, (b) a new match system (test time), (c) definition of roles and responsibilities, (d) team training, (e) review of new match system, (f) the review of a new match system (real time), (g) implementation of the new match system, (h) implementation of JIT strategy, (i) quality control of fan production, and (j) production and forecasting. Among these ten projects the implementation of the Match System can be classified as priority on e. The Match system will streamline the receiving process. By streamlining the receiving of raw materials Riordan will achieve a reduction of 10% of the operating expenses because Riordan will use less storage and less people handling the raw material before they get to the factory. The implementation of the Match System will take one year and it is divided into two stages. Stage one is the test time that includes creation of the program to Riordan specifications and testing for glitches. Stage two will be the training of employees on the program and the use of Match system in real time. Finally, a creating of a master scheduler position is required. The investment on a master scheduler will increase the communication between sales department, finance, management, and manufacturing needs. This cross-functional position will act as a control tower to make all the process more efficient by reducing bottlenecks. With this plan ready to be delivered it is imperative to understand that these projects will fail if all the workers involved and the management team is not committed to success.

Internship writing assignment Essay Example for Free

Internship writing assignment Essay INTRODUCTION I’m Yanina Filipova, a major in Video Productions at Borough of Manhattan Community College. I chose Video Productions as my major because I’m very much interested in films. Ever since I was a kid, I have always been fascinated in watching movies, especially adventure movies. Whenever there is a chance, I always make it a point to watch the production documentaries of movies. I am fascinated with the production of such films. As such, I dreamed of producing and directing my own films and eventually have my own production company. Entering in a course in Video Productions trained me in creating professional video programs. It has prepared me in the twists and turns of producing your own film such as creating a budget, shooting a scene, and editing a final cut. It taught me things about collaborative filmmaking. In studying video production, I learned to like the profession more and more. In line with this, I interviewed three people with different jobs related to the field I want to pursue. In this interview, I expect to learn the twists and turns in the production business especially that the job of each of my interviewees has some connection with video and media production. I also want to know the advantages and disadvantages in working with video production. I want to learn what characteristics I must have to achieve my dreams. I want to seek their advice on how I can manage to pursue this career. In this way, I will know the things I must go through to attain my career goals. BODY Alfred Swanwick is a video producer for three years now at Heartbeat Digital, a company that creates custom websites that headquartered in Manhattan. As a video producer, he earns $2000 each month. His job description includes budgeting and scheduling video shoots and post-production editing, identifying and securing the appropriate crew for projects, coordinating crew shoots, working with clients to understand their business needs and creative vision to staff jobs appropriately and to manage their expectations, and working with various internal teams throughout the company to ensure a smooth and successful project implementation. He studied at Marymount Manhattan College where he studied as an Art major minor in Graphics Design. During his undergraduate years, he applied for internship in a media production company, called theU, in SoHo where he was trained to do online works by helping in building the company’s online community. He graduated in 1997 and immediately started applying for small jobs that has relations to his degree course because he really wanted to pursue a career in graphics design. His first job was as a personal assistant to the head of a small media shop where he worked for a year. In this job, he was trained to log and edit video using Photoshop and Flash. Then he worked as a junior editor for another three years where he learned to manage the company’s media network. Then he applied at Heartbeat Digital as an assistant media technician where he was responsible in the distribution of the hard copy of the company’s media. Through this training, the company made him the video producer after two years because the company saw his dedication and passion for his work. The company has since trusted him in leading the creation of their online network. Swanwick said that he wanted to do video productions since he is very interested in the media. Ever since he was in high school, he was always chosen as first place in website designing competitions. It was during these competitions that he learned the basics and thought to himself that he wanted to learn more about graphics design. When he graduated from high school, he then enrolled as an Art major minor in Graphics Design in Marymount Manhattan College. In here, he learned to create professional video and audio programs, create a budget, shoot a scene and edit a final cut. He also learned to design and program computer-based interactive products. He said that one of the advantages in working in this field is that salaries range from $1500 to $3000. Aside from that, since websites and web pages need to attract attention, one gets to develop and enhance his creative side. However, he said that while this job lets you earn more, you have to sacrifice your rest and sleep hours. You almost always have to stay up late because of creating and editing a media program. He said that sometimes you have to rack your brains out just to produce outstanding media productions. Being a perfectionist himself, he always strives to achieve excellent media productions. When asked on his view about the historical experiences of women, minorities and persons with disabilities in the field, his response is that he thinks these groups are under represented in the field. In the early days, these groups are often not qualified in taking jobs that are usually dominated by men. He said that women, minorities and person with disabilities should be given opportunity to prove that they can do what men can do. Swanwick’s hard work and determination earned him a successful career. He also said that one should have a burning passion in your chosen field so that you can attain your goals without having to worry too much of the consequences. He aims to become an executive producer someday and with his strong-willed personality, there is no doubt that he will achieve his ultimate goal. David Fisher works as a full-time assistant producer for almost two years now at Three on the Tree Productions, a company focused on music documentaries, videos and concert DVD’s, where he earns $28000 annually with benefits. His duties and responsibilities in the job include scheduling meetings and job workflow, budget management and organizing job files and folders. He also assists producers in bidding processes, production shoots, and edit sessions. He graduated three years ago from the School of Visual Arts in New York City with a degree in Film and Video. He was trained here in directing, screenwriting and editing his own films. One of the films he produced was even nominated in the Dusty Film Festival, sponsored by his school, and was shown on the big screen at one of New York’s theaters. He worked as an intern in Forbes. com where he exercised his knowledge in producing daily videos. When he graduated from college, he first worked as a digital technical assistant at a video post production and design company. Although this work requires very basic skills, this has introduced him to the kind of work he is now doing. After almost one year, he quitted his job because he believed that the job is not helping him develop his skills in video production. He then applied at his current company where he was immediately accepted as an assistant producer. Due to his outstanding capabilities in video production, he is now running for promotion to junior executive producer. He is currently undergoing trainings and seminars on video and film production to prepare him for his job as an executive producer. He said that this work taught him to be a sociable person since he is responsible for keeping employees up to date on the happenings of the company and so his communication skills are regularly practiced. He also learned to be organized and details-oriented. He said, however, that in his work, he always has to stay up late since his producer always calls him even in the middle of the night to give him orders or, sometimes, just to check that he has already done his work. But as he learned to keep up with his producer’s midnight calls he also learned to keep up with the fast-paced environment that his job has. There are women and minorities working in his company. In fact, one of their executive producers is a woman. When asked about his view on the issue of women, minorities and persons with disabilities, he said that in these modern times, they should be given equal opportunity with men. He said that women today are very competitive unlike in those days when they only do household work. One good reason for this is that they want to prove that they can do what men can do. He believed that it is a pity that in the early days, women and minority groups are discriminated because they are immediately judged when they do men’s work. In his line of work, Fisher said that you’ve got to be hard-working so that you can achieve your goals. Push yourself to the limits until you have achieved what you want. You’ve got to have specific goals — a concrete idea on where you want to go and what you want to achieve. By doing this, you have a concrete map that will guide you in going to the place you want to go. When you know what you want, then you know where you are going. You also have to be flexible in every aspect to be able to adjust to the fast changing environment that video and media production has. And just as Swanwick said, you have to be determined and passionate in what you are doing so that no matter what the consequence is, you can still pursue what you want to pursue. He concluded with a piece of advice for those who want to pursue a career in video productions. He said that we should let nothing get in the way of our dreams. If we do, then it was not our dream after all. Rowena Moore is the executive producer of the Digital Intermediate Department of Technicolor Content Services New York. She has been in the company for six years now where she first worked for two years as an executive assistant. She has been holding the job as an executive producer for the last three years. Her job includes bidding processes and deliveries to the Laboratory and overseeing all aspects of DI, VFX, and digital optical processes for feature films. She also produces and edits feature films and trouble-shoot technical issues. She is a graduate of New York University batch 1997 with a degree in Film and Television. In here, she was taught to produce and edit films. She worked as an intern at HDNet Films where she was introduced to work at a production and post production department. Although her duties in her internship are basic, it helped her develop her communication skills since she was given the opportunity to participate in working on a production set where different types of people are present. Because of her active participation, she was also given the opportunity to participate in a traditional 35mm film. After she graduated, she applied as an in-house motion designer for Adspace Mall Network, where she designed and animated 15-second commercials. In doing this first job, her imagination and resourcefulness were developed because her commercials need to be creative but her company have only limited assets. She also developed her communication skills since she is the one responsible for contacting the clients when they have production questions. She quitted the job after two years because her position became stagnant. For one year, she only does part-time jobs because she can’t find the work that she liked. Then she applied at Technicolor Content Services in New York as an assistant producer. It is good that she worked for Adspace Mall Networks for two years because the job she applied for required one to two years of related work experience. After a year, she was promoted to executive assistant producer where she writes coverage for screenplays and occasionally assists the line producer. Due to her hard-work and determination which her company recognized, she was promoted to executive producer after less than two years. She said that one of the advantages in pursuing a career in video production is that there are many job opportunities. These job opportunities range from the small to the largest video and media production companies. And although her work requires so much time because of the production and post production tasks she has to do, she says that it is worth it because she gets to do what she wants to do. In working as an executive, she developed her leadership skills because of her responsibility to inspire and direct other team players. More importantly, she learned to be a team player. Being a woman, she said that her gender did not get in the way of pursuing her goals. Although there is a prejudice on women in doing these jobs, it did not keep her company in recognizing her efforts and abilities. She is glad that today women are getting more and more active in the field because this just proves that women are also capable of the work that men can do. In line with this, she advises women to be more competitive and not to be afraid of the discrimination that society has against women. She said that if you really want to achieve your dreams, you should always work hard and never give up despite the consequences you have to endure. She also believes in what Swanwick and Fisher had said, you should be determined and never let the fire of passion run out. Determination and passion always help you hold on and continue achieving your dreams. She is a living proof that women nowadays are equally capable of the things that men can do. CONCLUSIONS All of these interviews discussed about the experiences of people in the field of video productions. As I expected, it has taught me the twists and turns of a production company especially the jobs of the people I interviewed. I learned the requirements needed for this profession. The interviews taught me to work hard and be determined in what I do. I learned that to be successful in your dreams, you have to be passionate in your work so that you will not have any reason to give up. The interview just increased my excitement in working in a production company. Upon graduation, I want to experience working in such a company first so that I will know how to run it before I begin to run my own production company. Doing this interview taught me to utilize my communication skills. I learned that this skill will come in handy when I start to work and eventually start my own business. I am still not certain about what will happen after graduation but I am sure that I will continue pursuing my goal of building my own production company. SOURCE: New York Craigs List: Manhattan TV/Film/Radio/Video Jobs. (2006). Retrieved November 4, 2006, from http://newyork. craigslist. org/mnh/tfr/index300. 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/AVvXsEixiXO6JMXD97DhZe73R828mwfTJqKPeZPDjh8ws0ccMXCJ9_6Xg08ZGeRqI6zFVrd0YZwrNe0b_Q2xfHKPR0qp3ME8N0KcN3jTcG4UdSSEppzqlEZGI66e4vfd1w-K5AMaJ80TP-tMfSc/s400/Cool+and+Beautiful+McDonald%E2%80%99s+Advertising+10.jpg) Figure B. Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixiXO6JMXD97DhZe73R828mwfTJqKPeZPDjh8ws0ccMXCJ9_6Xg08ZGeRqI6zFVrd0YZwrNe0b_Q2xfHKPR0qp3ME8N0KcN3jTcG4UdSSEppzqlEZGI66e4vfd1w-K5AMaJ80TP-tMfSc/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!

Contrasting Ralph and Jack in Lord of the Flies Essay -- comparison co

Contrasting Ralph and Jack in Lord of the Flies Ralph and Jack are both powerful and meaningful characters in William Golding's novel, Lord of the Flies. Ralph is an excellent leader; responsible, and stands for all that is good. Jack is a destructive hunter, selfish, and represents evil. These two main characters can be compared by the actions they take as leaders, their personalities, and what they symbolize in the story. Ralph first takes on the position as leader at the beginning of the story, when the rest of the boys vote him in as chief. He carries this position until Jack and his fellow hunters break away from the group. Ralph makes it his job to set out the rules to organize a society. Ralph always thinks of what is best for everyone and how they will all benefit from his decisions. Rules and standards are set when Ralph is the chief. He orders the group to build the basic necessities of civilization, shelters, and most importantly to keep the fire going, in hope that they will be rescued and return to humanity. "But I tell you that smoke is more important than the pig, however often you kill one" (Golding 75). Jack, on the other hand, takes on the idea of every man for himself. He does not care about making homes, only about hunting. When Jack is the leader, evil takes over and all good is destroyed. Under Jack's power both Simon and Piggy are killed. Not only do the two character's decisions clash so do their personalities. Ralph is caring and considerate, being kinder... ...nclusion. 2. While the body of your paper sticks to your thesis statement, it could be better organized. Since your organize your paper into three paragraphs, one concerning the boys' leadership, another their personalities and another their symbolism, each paragraph should be organized in the same manner. If you discuss Ralph first in the first paragraph then you should begin with Ralph in the other two paragraphs. Also you should fully discuss each character before moving on to the other. Switching back and forth can become confusing. 3. The correct method for quoting is "The conch is gone" (Golding 200). Instead of, "The conch is gone (Golding 200)." The parentheses are considered a part of the last sentence but not a part of the quote itself, so it should be included into the punctuation but not the quotation marks.

nine commentaries on the communist party :: essays research papers

0. Introduction More than a decade after the fall of the former Soviet Union and Eastern European communist regimes, the international communist movement has been spurned worldwide. The demise of the Chinese Communist Party is only a matter of time. 1. On What the Communist Party Is This article concerns the impact on the civilization of China of the communist movement and the Communist Party. Looking at the history of China’s last 160 years, nearly one hundred million people have died unnatural deaths and almost all of the traditional Chinese culture and civilization have been destroyed. What have been the consequences, whether the CCP was chosen by the Chinese or it was imposed on China from the outside? 2. On the Beginnings of the Chinese Communist Party Why did the Communist Party emerge, grow and eventually seize power in contemporary China? Did the Chinese people choose the Communist Party? Or, did the Communist Party gang up and force Chinese people to accept it? The CCP has set itself above all, conquering all in its path, thereby bringing endless catastrophe to China. 3. On the Tyranny of the Chinese Communist Party Today the Chinese Communist Party (CCP)’s violence and abuses are even more severe than those of the tyrannical Qin Dynasty. The CCP’s philosophy is one of â€Å"struggle,† and the CCP’s rule has been built upon a series of â€Å"class struggles,† â€Å"path struggles,† and â€Å"ideological struggles,† both in China and toward other nations. 4. On How the Communist Party Is an Anti-Universe Force In the last hundred years, the sudden invasion by the communist specter has created a force against nature and humanity, causing limitless agony and tragedy. It has also pushed civilization to the brink of destruction. It has become an extremely malevolent force against the universe. 5. On the Collusion of Jiang Zemin with the CCP to Persecute Falun Gong Why is Falun Gong, which upholds the principles of â€Å"Truthfulness, Compassion and Tolerance† and has been promulgated in over 60 countries worldwide, being persecuted only in China, not anywhere else in the world? In this persecution, what is the relationship between Jiang Zemin and the CCP? 6. On How the Chinese Communist Party Destroyed Traditional Culture The CCP has devoted the nation’s resources to destroying China’s rich traditional culture. The CCP’s destruction of Chinese culture has been planned, well organized, and systematic, made possible by the state’s use of violence. Since its establishment, the CCP has never stopped â€Å"revolutionizing† Chinese culture in the attempt to completely destroy its spirit.

White Man’s Prejudice against Native Americans in the Film, Dances With Wolves :: Movie Film Essays

White Man’s Prejudice against Native Americans in the Film, Dances With Wolves The Movie "Dances With Wolves" shows the stereotypical view of American Indians as uncivilized savages who murder innocent settlers, but most Indians are kind, caring people who were driven from their homes and land as discovered by John Dunbar, the film's main character. John Dunbar was stationed at a small abandoned fort located in the Great Plains where he was to monitor the activity of wildlife and Indians. He first encountered the Indians attempting to steal his horse while he was bathing, and then later again that evening. But gradually over time he had meetings with the Indians where they tried to learn ways to communicate with each other. After countless gatherings and a successful buffalo hunt John is accepted into the Indian tribe. He learns that the Indians are more caring and dedicated to their family than the whites he called friends. Eventually he lives with Indians after marrying "Stands with a Fist," a white woman taken in by the tribe when she was very young. At first John had thought these people to be different then he was but not savage murderers. He thought that Indians were thieves who sacked the fort before his arrival, so he kept his guard up for any strange sounds. One night while he was sleeping he heard some children trying to steal his horse. He promptly sat up and smashed his head on the wooden frame of his cabin, which knocked him out cold. This confirmed his belief that they were merely thieves. Then a party was sent to scare him off but he simply held his ground and the Indians left. These first introductions lead John to believe that they were not thieves or murderers but people who had a different purpose. The Indians were only trying to scare him off to protect their homelands from the invasion of the white people. If the whites had not been so judgmental of the Indians, a people which they knew so little about, then friendships might have been formed and a common ground established. The Indians openly accepted John as a friend after he embraced the ideas and traditions of the Indian tribe. An example of this is after John reports that the buffalo are near and he joins in the hunting party they welcome him into their village to the victory festivities where many times he tells his story of the great hunt.