Discuss how Queer Theory has challenged the theory and politics of Essay

Discuss how Queer Theory has challenged the theory and politics of feminism and lesbian and gay studies - Essay Example It has acted as the key driver of reforms and development that is female-oriented. The interests of feminism are not limited to social aspects. It cuts across social, cultural, economic aspects. Its main is to achieve equity between men and women, leading to the realization of opportunities that distributed equally between genders. Sexual identities have also taken the same direction as that taken by feminism. Although the advocacy in this case may be different, the crucial aspect to account of is sexual rights. Lesbian and gay studies have been conducted over the years. As this is done, there are emerging and changing trends in sexual identities in both and women (Green, 2007, p.26-45). Lesbians and gays have in the contemporary world become outspoken, demanding rights of recognition and identification. While some nations have embraced their demands, others have remained adamant on the illegality of the two. However, the fact that lesbians and gays are part and parcel of many societ ies in the world cannot be refuted. Queer theory is the central focus in the analysis of feminism and sexual identities, especially when it comes to lesbians and gays. Numerous studies have argued in favour or against queer theory, but it is evident that its influence in these dealings in inevitable, given the current position of feminism, lesbian and gay scenarios in the world. Queer theory traces its emergence in the 1990s, based on women studies. This theory evaluates feminism and identifies the underlying challenges in feminism. However, it not fixed to feminism theories, as it expounds its boundaries beyond the natural or unnatural. It therefore identifies that sexual identities are constructed socially through the gender aspect of the society. Studies outside the queer the theory suggest that gay and lesbian studies stems from the natural and/or unnatural aspect of a society. Queer theory on the other hand makes an extensive focus into sexual activities and identities, introdu cing normative and deviant acts or activities that are sexually based. The position held by queer theory in feminism, lesbian and gay studies is subject to challenge these studies now and in future. Challenges to these studies emanate from the continuous critique and contribution of queer theory. Studies are basically built on theories and arguments of other scholars. In order to effectively draw relevant inferences to studies, and further come up with a study that can be adopted as a reliable reference, it is important to account for the claims presented by other scholars in and outside that field. Social identities and structures are held as the primary functionality mechanisms of feminism. Queer theory is opposed to this argument, thereby holding radical change as a limited in that agenda. As a result, studies that come in that line are divided, some argument for and others against. Striking a balance to derive an optimal argument is therefore a challenge. This is because all the se arguments are backed up by relevant evidence that is drawn from real social life and sexual identities of different groups in the society. Queer theory argues that sexuality is more fluid than it is already expressed by feminism, lesbian and gay studies. It holds that sexuality is not a constrained binary of heterosexual or homosexual acts and identities (Turner, 2000, p.106-107). Theory and politics of feminism, lesbian and gay studies is consistently being forced to encompass aspects that did not factor in in its interests before.

Concepts of Social Responsibility Essay Example for Free

Concepts of Social Responsibility Essay Business organizations today are socially and ethically responsible for doing the right thing, exercising good judgment in their business activities with employees, stakeholders, customers and the community. Business organizations emphasis should not only be on profits, but also on how business decisions impact society. Company Q is a small grocery store chain located in a major metropolitan area. This company will be evaluated on its attitude towards social responsibility. Also, recommendations will be given in three areas indicating how the company could improve its position regarding social responsibility. First of all, Company Q’s decision to close stores in high crime areas will have an adverse effect on the communities where they conduct business, leading to disruption and hardship in the lives of many. This definitely demonstrates an irresponsible attitude toward social responsibility. In terms of social responsibility, Company Q could help enrich the lives of families in need by supporting local community centers. Community centers play an important role in addressing the comprehensive needs of individuals and families by providing a wide range of resources that are most needed. Moreover, a responsible business could initiate programs to help disadvantaged youths and adults in the community, build employable works skills and connect them to career opportunities. Without question, the more job opportunities and employability of the citizens in that community the lower the crime rate would be. Finally, if Company Q is to be socially responsible, it must not only be committed to making a profit, but also to the economic development of the community where it does business (Ravindran, N. 2008). Secondarily, Company Q’s reluctance to offer health conscience customers a wide range of organic and healthy foods because the products are considered high margin items, is socially irresponsible and bad for business. A growing number of consumers favor organic foods, claiming that it tastes better and is healthier. Why organic? Organic foods grown naturally in well-balanced soils, ripened by the sun are healthier and tastier than products with synthetic chemicals and growth hormones. Moreover, the growing number of conscience consumers was highlighted in a recent Bursen-Marsteller report; â€Å"people will more likely choose a product that supports a social cause when choosing between otherwise similar products† (Penn, Schoen Berland, 2010). These average consumers daily decisions are slowly but surely being influenced by social concern and responsibility. Finally, the critical issue for Company Q is the social responsibility to its customers, who looks to business to provide them with satisfying, safe products and respect their rights as customer. Lastly, Company Q decides to throw away food products, instead of donating it to the local food bank. Sadly, this behavior demonstrates a concern for profits before people attitude, which is socially irresponsible. Businesses can no longer ignore social issues because a business is a part of our society. For Company Q to become more socially responsible its sole objective must not only be to make a profit. But include concerns and responsibilities to the general welfare of the communities and societies in which they operate. Moreover, businesses should simply want to make their communities better places for everyone to live and work. The most common way that businesses exercise their community responsibility is through donations to local and national charitable organizations. Doing simple things like contributing to local food banks, may not be enough to change the world for everyone, but does alleviate some of social ills that abound in local communities.

The Art Of Keeping Cool :: essays research papers

The Art of keeping cool This story took place in 1942 during World War II; the war in Europe was threatening to come over to the United States. There were rumors flying about German submarines being spotted just off the coast and traitors being discovered only a few towns away. Therefore, if you were friends with a German, it would be a problem.   Ã‚  Ã‚  Ã‚  Ã‚  The main characters are Robert and his cousin Elliot, there’s Robert’s mom, and his little 5 year-old sister, they lived in a farm but then they all went to Sachem’s Head to live with Robert’s grandparents, his aunt Nan and uncle Jake, just until his father returns from fighting overseas. His dad was a bomber pilot in Europe. Elliot, the cousin, was the ‘difficult’ type of person; he would put barricades and expect you to climb over them. Elliot would have his ‘personal world’, not letting others in easily, and he would ignore you if necessary, just so he could stay by himself, so he wouldn’t need to give any explanations to anyone. But he didn’t have many defenses, as mentioned in the story; Robert could look into his eyes and see everything he was feeling. There was a German artist who lived near the beach in a shack, Abel Hoffman, and he was suspected of being a Nazi spy, because he was always observing at the beach, but it was actually for his paintings. But Elliot was friends with Abel, because he wanted to learn how to paint just like Abel, but no one seemed to understand. Even Robert doubted about the German that was always observing the shore, worried about Elliot’s friendship with the artist, which could be a big problem at the time. Elliot’s house was full of secrets about the past of the family. Nobody in this house talked about Robert’s father; they wouldn’t even mention his name. Nobody even dares talking at all in the house. The grandfather was always angry and he was a mean-tempered person. What Robert wanted to know was what the whole family was hiding from him. He was always asking questions, even if it made his grandfather mad. It seemed that everyone else in the family knew something Robert didn’t, and that bothered him a lot, he would do anything to know about the secrets of his family’s past.   Ã‚  Ã‚  Ã‚  Ã‚  The war doesn’t just threaten to come to Sachem’s Head.

Early Civilizations Matrix Essay

Using your readings and outside sources, complete the following matrix. Be sure to address the following in your matrix: Provide names, titles, dates, brief descriptions of important events, and other details, as necessary. Note the details of key political, socioeconomic, technological, artistic, musical, architectural, philosophical, and literary developments for each civilization listed in the table, which were evidenced in the humanities. Properly cite the sources you use in completing this matrix. Civilization Politics Society and Economics Technology Art Music Architecture Philosophy Literature Buddhism Buddism is the fifth largest religion in the world. Prioritizing goods was important to their economy. Opportunities for the spread of the dharma. Art media was created. Buddism music was inspired by buddism. Churches were made for the spread of Buddism. Buddism philosophy was teaching Budda. Scriptures of Buddism and literary texts in Buddism. Early Middle Ages A powerful central government. Life centered around subsistence and security. Mechanical clocks were invented. Gothic art from the dark ages. Goliards originated the middle ages. Roman arch system enabled contructors to support heavier stones. History of Christian philosophy. Theological works were dominant form of literature. High Middle Ages The first European expansions out of Europe. Alps began to settle new lands cal great clearences. The hourglass was created. Romanesque, the first intentional style since the Roman Empire. Western music was popular. Churches were built to spread Christianity. Christian philosophy was popular. Robert Henryson is a contemporary English poet. Late Middle Ages Treaty of Caltabelotta ends the war of the Sicilian Vespers. System of using open fields helped the economy. The waterwheel and the Cathedral were created. Renaissance Human was part of the art world then. Western music was common. Romanesque style was also used in this era. Albertus Magnus’s Dominican confrere of philosopy and theology. Didactic literature prose renderings of classic works. Ancient Greece Prime ministers of Greece is the head of government. The importance of importing goods. Rotary mills were created. Scultures and Vases. Folk music was popular music. Urban development and living spaces. Socrates, Plato, and Aristole were philosophers. Epic poems of Homer were popular. Ancient Roman Ancient Rome was a Italic civilization. Focus was on farming and trade. Civil engineers and structures like the Pantheon. Visual arts were created. The Tibia, a woodwind instrument. Pantheon was created. Political philosophy was invented with Plato. Horace was popular in the literary world. China Han dynasty came to power. Horses advanced growth with trade. Horses pulled supplies and goods. Spouted Ritual Wine Vessel 13th century Music Bureau was created 120 BCE. Broad eaves for the roof. The Book of Changes is the guide to interpreting the workings of the Universe. India Framework of the constitution is politics in India. The economy of India is the tenth largest in the world. Science was admired in India. Indian art was popular. Indian music was listened to too. Buildings and schools were built. Indian philosophy was popular. Literature produced on the Indian suncontinent. Judaism There was a lot of disappreement among the Jews politically.. Jewish economic theory that we posit is the ineffiency of government and the dangers of concentrated power. Papermaking was brought to the Middle East.. Visual arts, the lions on Torah curtains. Melodies of the Jewish people Many theatres were built. Teaching relation of Juddism. Jewish literature contributed to the national language of many countries. Early Christian Christianity is matked as moral power. Christian societies were communal. Radio was created. Paleochristian art produced by Christians. Christian music was popular. Churches were built for Christianity. Christian theology and medieval philosopgy. Islam The founder Mohammad his political doctrine. There were self-identified Islamic groups have varied throughout history. Digital technology was created. Abstract Mosaic Art was popular. Religious music was popular. Secular and religious styles. Christian philosophy was in Islam. Muslim literature the place of Muslim power. Use a list format of complete sentences rather than paragraphs. Do not copy and paste from outside resources. The following are two examples of the level of detail and documentation expected for this assignment: Ancient Egyptian politics: The union of Upper and Lower Egypt by Narmer in 3150 B.C.E. is commemorated in a 2-foot high slate known as the palette of Narmer (Sayre, 2013, pp. 32–33). Ancient Greek architecture: Minoan society: The three-story palace at Knossos was a labyrinthine masonry structure with dozens of rooms and corridors built around a central courtyard (Sayre, 2013, pp. 43–44).

Abortion: Pro Life or Pro Choice? Essay

The issue of abortion is one of the most contentious, and emotive dilemmas faced by modern societies (Devanny, 2000). Women should have the right to choose whether or not they want to continue or terminate their pregnancy. Since the infamous Supreme Court case of Roe vs. Wade, women were given the right to choose what’s best for them and their unborn child even if it means to end life. Since abortion became illegal, there have been many debates between pro choice and pro life that women have the right to choose but in the process they are killing a living human being. Pro Choice Women all over the world should have the right to a safe, legal, and accessible abortion (Lee, 2007). Pro choice groups agree that it’s the women’s right to decide whether or not to bring a child into this world is a personal matter and we shouldn’t try to interfere with her right to choose. Statistics have should that when abortion is made illegal and inaccessible to women, she would turn to every unsafe procedure in order to terminate an unwanted pregnancy. Women may attempt to induce miscarriages or will try to self terminate the pregnancy by using home remedies. If this happens complications may include inflammation, hemorrhaging, kidney failure, infertility complications, and may also result in death. Each year it has been estimated that 78,000 deaths occur due to homemade abortions. In the cases of rape or incest, forcing a woman who got pregnant in a violent act would cause more psychological damage to them. In these types of cases, abortion is best option which will allow the victim to not bring a child into this world which was conceived through a violent crime. See more: Unemployment – problems and solutions essay Pro Life Abortion is a tragedy; there are far too many in the United State today (Chittom, 2007). Since the landmark Supreme Court case of Roe vs. Wade which gave the right for women to seek medical help for terminating a pregnancy. The debate between pro life and pro choice has been going on for years. Pro life groups have made continuous efforts to inform women who are contemplating abortion to consider the consequence that come with it. Some pro life women who had abortions have experienced some emotional, psychological, physical, and spiritual scars that stay with them for the rest of their lives. Depression and other stress related illness have derived from abortions. Due to abortions, mental health services costs have increased to women suffering from post-abortion trauma. Studies have shown that abortions can lead to medical complications later on life which included the risks of ectopic pregnancies, pelvic inflammatory diseases, and a chance of miscarriages with future pregnancies, Pro life movements have expressed that life begins at conception and getting an abortion is like committing murder. Abortion Debated Abortion is an option that must remain accessible to women if they decide to choose to terminate the pregnancy. Before abortion was legalized woman waited longer before deciding to seek abortion which makes it more dangerous to the welfare of the mother and child. Abortion can also be present psychological pain and stress that comes after abortion. Abortion is important option to women who faces an unplanned pregnancy. Some argue that a child who is unwanted should not be brought into this world. Pro lifers look at a child as blessing and there are many other options that will allow you to get rid of any unwanted pregnancy. Adoption should be considered for women who don’t want to terminate their pregnancy to give their child up to people who will give them the love and care that they deserve. The most heated debate between pro life and pro choice is rape. Pro choice forces believe that a woman who has suffered through rape or other violent crimes should be able to terminate the unwanted pregnancy with no remorse. Pro life forces believe that the rapist should be punished not the child. Terminating the pregnancy punishes an innocent child not the rapist. Conclusion The battle between for pro life and pro choice has been debated for years. It’s up the women to do what she thinks is necessary when it comes to unwanted pregnancies. Since the 1973 case of Roe vs. Wade, many have taken sides for and against abortion. Is it right for the federal government to interfere with a women’s right to choose life or not? This debate will continue for until the end of time. Who are we to say who’s right and who’s wrong when it comes to abortion? References: Lee, M. (2007) Point: Abortion is a Health and Human Right Issue. Points of View: Abortion. Retrieved on June 28, 2009 from the Points of View Reference Center Database Chittom, Lynn-nore. (2007) Counterpoint: Why Women Should Choose Not to Abort. Points of View: Abortion. Retrieved on June 28, 2009 from Points of View Reference Database Wilson, Brian. (2007) Counterpoint: Outlawing Abortion. Points of View: Abortion. Retrieved on August 14, 2009 from the Points of View Reference Center Database Anderson, Tim (2007) Point: The Right to Safe and Legal Abortion. Points of View: Abortion. Retrieved on August 13, 2009 from the Points of View Reference Center Database. Devanny, Joe (2009). Should abortion be permitted? Retrieved from www.idebate.org Lowen, Linda Ten Arguments for Abortion and Against Abortion Retrieved on August 12, 2009 from www.womenissues.about.com

Biography of Journalist C Wright Mills

Biography of Journalist C Wright Mills Charles  Wright Mills (1916-1962), popularly known as C. Wright Mills, was a mid-century sociologist and journalist. He is known and celebrated for his critiques of contemporary power structures, his spirited treatises on how sociologists should study social problems and engage with society, and his critiques of the field of sociology and academic professionalization of sociologists.   Early Life and Education Mills was born on August 28, 1916, in Waco, Texas. Because his father was a salesman, the family  moved a lot and lived in many places throughout Texas while Mills was growing up, and as a result, he lived a relatively isolated life with no intimate or continuous relationships. Mills began his university career at Texas AM University but completed only one year. Later, he attended the University of Texas at Austin, where he completed a bachelors degree in sociology  and a masters degree in philosophy in 1939. By this point, Mills had positioned himself as an important figure in sociology by publishing in the fields two leading journals (American Sociological Review  and  American Journal of Sociology) while still a student. Mills earned a Ph.D. in sociology from the University of Wisconsin-Madison in 1942, where his dissertation focused on pragmatism and the sociology of knowledge. Career Mills began his professional career as an Associate Professor of Sociology at the University of Maryland, College Park in 1941, and served there for four years. During this time, he began to practice public sociology by writing journalistic articles for outlets including  The New Republic,  The New Leader, and  Politics. Following his post in Maryland, Mills took a position as a research associate at Columbia Universitys Bureau of Applied Social Research. The following year, he was made  assistant professor  in the universitys sociology department and by 1956, had been promoted to the rank of Professor. During the 1956-57 academic year, Mills had the honor of serving as a Fulbright lecturer at the University of Copenhagen. Contributions and Accomplishments The major focus of Millss work was the subjects of  social inequality, the power of elites and their control of society, the shrinking  middle class, the relationship between individuals and society, and the importance of historical perspective as a key part of sociological thinking. Millss most influential and famous work,  The Sociological Imagination  (1959),  describes how one should approach the world if one wants to see and understand as a sociologist does. He emphasizes the importance of seeing the connections between individuals and everyday life and the greater social forces that constitute and course through society, and the importance of understanding our contemporary lives and social structure in historical context. Mills argued that doing so was an important part of coming to understand that what we often perceive as personal troubles are in fact public issues. In terms of contemporary social theory and critical analysis,  The Power Elite  (1956) was a very important contribution made by Mills. Like other critical theorists of that time, Mills was concerned with the rise of a techno-rationality and intensified bureaucratization following World War II. This book serves as a compelling account of how military, industrial/corporate, and government elites created and how they maintain a closely interlocked power structure that controls society to their benefit at the expense of the majority. Other key works by Mills include From  Max Weber: Essays in Sociology  (1946),  The  New Men of Power  (1948),  White Collar  (1951), Character and Social Structure: The Psychology of Social  (1953),  The Causes of World War Three  (1958), and  Listen, Yankee  (1960). Mills is also credited with introducing the term New Left when he penned an open letter in 1960 to the leftists of the day. Personal Life Mills was married four times to three women and had one child with each. He married Dorothy Helen Freya Smith in 1937. The two divorced in 1940 but remarried in 1941, and had a daughter, Pamela, in 1943. The couple divorced again in 1947, and that same year Mills married Ruth Harper, who also worked at the Bureau of Applied Social Research at Columbia. The two also had a daughter, Kathryn, who was born in 1955. Mills and Harper separated after her birth and divorced in 1959. Mills was married for a fourth time in 1959 to Yaroslava Surmach, an artist. Their son Nikolas was born in 1960. Throughout these years, Mills was reported to have had many extramarital affairs and was known for being combative with his colleagues and peers. Death Mills suffered from a prolonged heart condition in his adult life and survived three heart attacks before finally succumbing to a fourth on March 20, 1962. Legacy Mills is remembered as a deeply important American sociologist whose work is essential to how students are taught about the field and the practice of sociology. In 1964, he was honored by the Society for the Study of Social Problems with the creation of the annual C. Wright Mills Award.

Psychoanalysis essays

Psychoanalysis essays Psychoanalysis is a very complex and interesting topic of debate. The foundering father of psychoanalysis is Sigmund Freud (1836-1939). Freud began studying medicine at the University of Vienna in 1873; Freud was very interested in the mind, especially in the forms of mental illnesses such as neurosis and hysteria. As a philosopher Freud was interested in finding a connection between the mind and basic structures of society. Freud had many ideas and they were broken down into different sections from the Oedipus complex to the interpretation of dreams. Freud had a theory on the human psyche. Freud had initial ideas that the levels of consciousness in the mind were divided in to two parts, the conscious and the unconscious. The unconscious, which is part of our mind that we dont use knowingly, yet has a strong impact on our actions. An example would be when a barman might serve a young, blonde haired, blue-eyed woman before a man. He might have not consciously realised he was doing this. Yet subconsciously, it may be that he fancies her and prioritises her over the man. He may see it consciously as serving the first person there when in actual fact, unconsciously his attracted to her. However Freud changed his theory as it was to restricting and added a third level: the pre-conscious. The idea is that the information is stored away but easily obtainable. An example of this would be memories. In 1923 Freud noticed the clash within thought and mental processes which led him to identify three parts of our psyche. He referred to these as the Id, Ego and the Superego. The Id is the primitive, unconscious basis of the psyche, dominated by primary urges (Richard Appignanesi, 1979 pg 156). It comes from the initial instinct to satisfy our needs and desires what can be known as the pleasure principle. The uncontrollable repressed part of our psyche. For example a newborn child is primaril...

14 Incredibly Shocking Confessions from Nurses

14 Incredibly Shocking Confessions from Nurses Being a nurse is a tough job, but somebody has to do. When you’re dealing with hundreds of patients a day, you’ve got to develop a tough exterior and occasionally break the rules. Here are 14 confessions from nurses who went the â€Å"extra mile†.  Ã‚  Ã‚   [Source: Imgur]

Politic Essay Example | Topics and Well Written Essays - 500 words

Politic - Essay Example According to the article written by Samuel Kernel and Gary Jacobson published in the Logic of American Politics, the judiciary system of America is arguably the weakest of the three branches the American Constitution. 2006. This will be the very essence that this essay intends to advance, the nature, function and power of the American Judicial System. A very sensational case that highlights the inherent and acquired power of the judicial system is the William Marbury versus James Madison case, which was a controversial issue regarding the interpretation of the exercise and purpose of the powers of the judicial branch. This is a case that triggered the cause for a judiciary efficiency review, followed by a series of eye opening conclusions as to the conflict created between the political faction of the Jeffersonians and the Republicans. In a gist, this case began at the time of transition of government from George Washington to James Adam, where in the night before Washinton's term ends, her attempted to fill in the vacancies by signing several appointments among which includes that of William Marbury. This Signed commissions were said to have been delivered that same night however, it did not reach the office nor residence of the plaintiff Marbury.

Information Systems for Management Essay Example | Topics and Well Written Essays - 3750 words

Information Systems for Management - Essay Example University officials: The data serves them as a raw data to know the student and the various caterings they have been entitled to. The various faculty and the amenities that are provided is up to a dimension or not. The level up gradation of the faculty members and the research objectives of the students and the university in particular is highlighted well and taken care for their benefit. The library resources and the various library amenities inspection and feedback must be sound and this survey is also aimed at that. Further promotion of the university in the national and global arena can be only possible if they know ins and outs of the university and its alignments. The various alignments like the faculty, students, courses, amenities are quite a decisive factor towards the various beginning of things. Enough and depth knowledge about the various variables involved in creating the entire place the best for learning and nurturing itself for better profit and goodwill. As a great institution is formed with great faculties and great students who make sure that they have enough discipline in fetching the right momentum in the future growth of the place and its self being. HEFCE: It is quite bothered with the st... All the survey feedback forms are analyzed by them to upgrade the standard of the UK universities and to bring a change in the process for fetching best of talents, utilizing the talents for future of their academic support and research and spreading knowledge for their upbringing and widespread delivery. To take decisive actions towards the very movement of resources and funding decisions for better alignment of the education in their country as a whole. The various funding decisions that make sure that enough allocation and decisive allocations are possible for making the right kind of attention and growth would make sure that all the various decisions are of good. If the survey requires upgrading the quality of teaching and resources connected with that, it must be done at the latest. The setting up of priorities is quite essential for saving on time, effort and money. In accordance to the priority one is decided over the various factors fostering growth and development of the uni versity and making it a better place to live. Government: To acknowledge the education and attract best minds towards the various universities for future development and research for general interest and goodwill. To foster international trade and education relations among the various countries at the government level and to contribute to the businesses in a productive manner is the sole aim for the government with the result of such surveys. These surveys provide enough understanding for taking a further step to match the universities and their requirements and are performance at a large scale. The concern is to match the universities with the best in the world in research and development so that one is able to

Microeconomics Essay Example | Topics and Well Written Essays - 1000 words

Microeconomics - Essay Example â€Å"A Laspeyres index number is a form of index number where prices, quantities or other units of measure over time are weighted according to their values in a specified base period† (Laspeyres Index Number 2001). A benefit of using Laspeyres index is that it does not require revised knowledge of the present payment model. Following are the calculations of Laspeyres Price Index for 2009. year Food price index Spending on food Transport price index Spending on transport 2001 94.9 60814 101.6 96954 2009 123.2 81185 99.7 122265 The Laspeyres Price Index for 2009 = ((Q food price (2001)* P food (2009)) + ((Q Transport price (2001)* P transport (2009)) ((Q food price (2001)* P food (2001)) + ((Q Transport price (2001)* P transport (2001)) ((94.9*81185)) + ((101.6*122265)) / ((94.9* 60814)) + ((101.6* 96954)) ((7704456.5 + 12422124)) / ((5771248.6 + 9850526.4)) ((20126580.5 / 15621775)) 1.288367071 Laspeyres Price Index for 2009 = 1.288367071 Then, naturally, the cost is multiplie d by 100. Therefore, the base year cost of the index will at all times be equal to 100. Index value 2009 = 1.288367071* 100 = 128.8367071 =128.84. PART B: ‘Quantity proxy’ for food and transport for 2001 and 2009. ... ansport price index Transport spending Transport index Quantity proxy for transport 2001 96954 101.6 954.2717 2009 122265 99.7 1226.329 The graphical representation of Quantity proxy for Transport proxy: Quantity proxy’ for a household with the same food & transport budget, but which spent its entire budget on food. Food spending Transport spending Entire budget Food price index Quantity proxy 2001 60814 96954 157768 94.9 1662.466 2009 81185 122265 203450 123.2 1651.38 Quantity proxy for a household, which spent no money on food, but spent its entire (food & transport) budget on transport Food spending Transport spending Entire budget Transport index Quantity proxy 2001 60814 96954 157768 101.6 1552.835 2009 81185 122265 203450 99.7 2040.622 The indifference curve is a graph, which shows the different bundles of goods. In the different bundle of goods the consumer also has indifferent choices. At each point on the indifference curve the consumer has different preference choice , which varies according to the income of the consumer, the change in price of a product and the change in prices of products. A budget line symbolizes the mixture of combinations of two commodities, which can be procured with a given income, taking into account the assumed prices of goods. The quantity proxy for household with the food and transport budget together and spent its entire budget on food is more in the year 2001, compared to the entire budget spent on transport in the year 2001. Similarly the quantity proxy for household with the food and transport budget together and spent its entire budget on transport is greater in the year 2009 as compared to the entire budget spent on food in the year 2001. â€Å"The index numbers of prices may be calculated for a certain locality, for a certain

Case Study 2 HRD 425 Example | Topics and Well Written Essays - 750 words - 1

2 HRD 425 - Case Study Example or in New England but foresees future competition from Super Valu and Fleming, which are two largest players with revenue turnover of over several billion dollars. The company has also recently opened a massive distribution cum warehousing facility at Brattleboro to reduce the impact of union as well as to expand its business interests. The company now needs to overhaul its operational strategies and strengthen its teamwork productivity to meet the challenges of highly competitive market. Currently C&S faces problems from myriad fronts vis-Ã  -vis lack of effective work coordination and productivity, lack of accountability and responsibility, problems with quality control, decreasing margin, low retention and increased absenteeism. After acquiring its biggest client, the company had started facing problems of employees’ turnover resulting in increased operational cost. There was also lack of accountability and work coordination which adversely impacted customer relationship. After opening its massive 300,000 square feet warehousing and distribution center in Brattleboro, it has expanded its services to include refrigerated and frozen items. The company now needs to redefine its market strategy and organizational capabilities to overcome increased operational cost. Most importantly, although C&S has bagged A&P’s orders, it has increasingly become difficult to coordinate its activities and efficiently meet the demands of its new client. At the same time, the needs of its existing clients are neither met competently nor are they getting the expected high quality of customer service. The firm significantly lacks cohesive and motivated teamwork that encourages collective goals and shared learning. The firm has around 800 employees with 30 supervises but distinctly lacks coordinated work environment. Workers lack motivation and have become frustrated with overwork resulting in employee’s turnover. The company needs to make radical changes in its operational

Any topic about electric.(BLACK HOLE ,ELECTRIC FIELD,circuit,) Assignment

Any topic about electric.(BLACK HOLE ,ELECTRIC FIELD,circuit,) - Assignment Example As that invisible black place pulls everything, it led to the formation of the name black hole. Powerful telescopes with specialized tools, stationed in both earth and space, can only detect these black holes. Despite exhibiting dangerous properties, black holes do not cause any major threat to earth and its people. Black holes are formed when star undergoes destruction, although not all stars destroy themselves. â€Å"While most stars end up as white dwarfs or neutron stars, black holes are the last evolutionary stage in the lifetimes of enormous stars that had been at least 10 or 15 times as massive as our own sun† [1]. The fact is that because of the massiveness of these stars and the resultant presence of vast gas in it, intense gravitational field normally builds up and tries to collapse the star. In a way, it can be said that increased fusion reactions that happens in the star’s core would be like a giant fusion bomb which can explode the star. Then when the star eventually dies, the above-mentioned nuclear fusion reactions stops as the fuel needed for these reactions burns up. However, at the same time, the intense gravitation of the star pulls the materials inwards and in the process compresses the core. Then, â€Å"as the core compresses, it heats up and eventually creat es a supernova explosion in which the material and radiation blasts out into space† [2]. After the blast, the remaining thing is the extremely compressed and exceedingly massive core, whose gravity is so intense that no material including light can escape from it. Then, as there is no force to control this intense gravity, an about-to-be formed black hole shrinks further to attain zero volume, after which the black hole becomes infinitely dense. As mentioned above, even the light that is generated from the collapsing star is unable to get out of it because of its intense gravitational pull. As the stars own light is trapped within its orbit, it makes the specific location invisible and

Difference - A platform to better understand human beings today Research Paper

Difference - A platform to better understand human beings today - Research Paper Example Looking back at world history, the Holocaust was one of the worst disasters the world has ever seen; under the orders of Hitler, millions of Jews were killed for no reason at all1, only because he believed that the world would be a better place without Jews living in it. This was a very conservative opinion which led to hatred and contempt among people and for a long time, these emotions persisted among the people. Even today, it is hard for many people to accept each other belonging to different nations, religions and castes; however such segregation and discrimination is condemned today by international laws of human rights. The Holocaust was carried out in various stages; concentration camps were set up where Jews were thrown in and treated worse than anything else on the planet, however it must be noted that Hitler wanted to display his hatred towards other groups of people like homosexuals, disabled people, political and religious opponents, Jehovah’s Witnesses, Prisoners of War from the Soviet, Polish and Soviet civilians etc. People belonging to all these categories, excluding Jews, were made to suffer in the concentration camps at Auschwitz where they were used as slaves or menial labourers following which most of them died of diseases and starvation. Those that survived such laborious work were ultimately thrown into gas chambers were they were finally killed. Women and children were also made to suffer along with men in these camps and many a times were even used to conduct medical experiments on2. Doctors and psychologists that took up such work were extremely cruel and heartless and tested out life threatening experiments on these people, using them as mere guinea pigs. This entire episode was extremely traumatising and shocking for people all over the world that heard about the news; the mention of Hitler’s name would send a chill down people’s spines. It was further decided, with the Nuremberg Laws that there needed to be a ce rtain code of conduct for people to follow and that those who violated the rules of human rights would have to pay for the consequences. At that time, there were very few men brave enough to stand up against the Reichs and tell the Nazi soldiers regarding the injustice that they were practising because of the fear that had been put in their minds against Adolf Hitler. Thus, people faced a harsh challenge of not being able to survive with cultural differences and practice civic responsibility. The punishment today for treating another human being in a cruel manner is extremely harsh and even imminent death. With the help of this shocking incident during Hitler’s reign, people today are able to understand that it is alright to have different kinds of people living in the world alongside each other. It is quite a normal and natural phenomenon to live in a community filled with people belonging to different religions, races and gender orientations. As opposed to the past, today, people have become increasingly efficient and do understand where their responsibilities lie with respect to treating other people in their vicinity. It is important to understand the philosophy of being able to deal with a community of different people in a fair and transparent manner. Governments all over the world

Any topic about electric.(BLACK HOLE ,ELECTRIC FIELD,circuit,) Assignment

Any topic about electric.(BLACK HOLE ,ELECTRIC FIELD,circuit,) - Assignment Example As that invisible black place pulls everything, it led to the formation of the name black hole. Powerful telescopes with specialized tools, stationed in both earth and space, can only detect these black holes. Despite exhibiting dangerous properties, black holes do not cause any major threat to earth and its people. Black holes are formed when star undergoes destruction, although not all stars destroy themselves. â€Å"While most stars end up as white dwarfs or neutron stars, black holes are the last evolutionary stage in the lifetimes of enormous stars that had been at least 10 or 15 times as massive as our own sun† [1]. The fact is that because of the massiveness of these stars and the resultant presence of vast gas in it, intense gravitational field normally builds up and tries to collapse the star. In a way, it can be said that increased fusion reactions that happens in the star’s core would be like a giant fusion bomb which can explode the star. Then when the star eventually dies, the above-mentioned nuclear fusion reactions stops as the fuel needed for these reactions burns up. However, at the same time, the intense gravitation of the star pulls the materials inwards and in the process compresses the core. Then, â€Å"as the core compresses, it heats up and eventually creat es a supernova explosion in which the material and radiation blasts out into space† [2]. After the blast, the remaining thing is the extremely compressed and exceedingly massive core, whose gravity is so intense that no material including light can escape from it. Then, as there is no force to control this intense gravity, an about-to-be formed black hole shrinks further to attain zero volume, after which the black hole becomes infinitely dense. As mentioned above, even the light that is generated from the collapsing star is unable to get out of it because of its intense gravitational pull. As the stars own light is trapped within its orbit, it makes the specific location invisible and

Latino Narrative Film Research Paper Example | Topics and Well Written Essays - 2250 words

Latino Narrative Film - Research Paper Example Speaking about Latin cinema of that period, it is worth mentioning that common historical destiny of the all countries of the continent largely led to the commonality of the social problems that most of the Latin countries faced with. It also determined the interrelation and spiritual affinity, which found the expression in the cinematograph. In most general terms, the Latin cinema is closely connected with the national reality and national identity (Shaw, and Dennison 6). The current paper will consider and compare two examples of the Latino cinematography, Romero (1989) and Innocent Voices (2004), brightly representing the national idea and national values in the context of the civil war in El Salvador. Due to the different social statuses of the main heroes, these two stories appear to be different, but the common problem of national oppression makes them alike. The comparison of the films will be conducted with the enclosing of the historical context, short description, reasons a nd methods of imaging, the authors used in both movies. Before starting to analyze the movies and understand the relevance of the problems discussed in films, it worth considering the historical background. The suggested movies tell their stories that developed during the civil conflict in El Salvador in 1970’s – 1980’s. ... king measures of this, but was ensuring the interests of large landowners and foreign monopolies that naturally led to the roll of the public moods â€Å"to the left†, to communism. The electoral frauds during the 70’s and the violent suppressions of public demonstrations against resulted in the bitterness of national mind. In the 70’s the left powers of El Salvador were increasingly inclining to use the force, when democratic methods did not help. The main part of the activities of sabotage and â€Å"hit-and-run† attacks in the 70’s was carried by the several revolutionary leftist groups. In the leadership of these groups there was a constant discussion on the ways of combating: whether to use force or to agitate among people. The leader of the communist party, Salvador Cayetano Carpio, stood for the violent methods and the introduction of the Vietnamese tactics of the long struggle against the governing regime. In the early 70’s Carpio left the Communist party and created the Farabundo Marti Liberation People's Forces (FPL) (Manwaring, and Prisk 39). The energy of Catholic clergy and the creation of the nation-wide organizations such as trade unions and peasant federations led to broadening of the base of the left forces and the creation of the conditions to seize the power. A large number of converted to communism came from the universities. There was an external factor of the socialistic revolution in Cuba contributing to the strengthening of the tension on the governing regime. The latter in El Salvador was conservative and economically dropping behind. Moreover, most of its money means was received as a help from the United States (Murray 14). From the beginning of 1980’s there started an intensive integration of the â€Å"left† radicals. Already in 1980

Brown V. Louisiana Essay Example for Free

Brown V. Louisiana Essay During the 1960s, many African-Americans believed that civil rights should become a national priority. Young civil rights activists brought their cause to the national stage and demanded the federal government assist them and help resolve the issues that plagued them. Many of them challenged segregation in the South by protesting at stores and schools that practiced segregation. Despite the efforts of these groups and Supreme Court rulings that ordered the desegregation of buses and bus stations, violence and prejudice against African-Americans in the South continued Meyer, F. S. , 1968). In the 1960s many things were off limits to African-Americans. They werent revered as equals and suffered greatly because of it. Theres an unfamiliar case to most that took place in Louisiana that helped shaped the use of public facilities for all people. This case is known as Brown v. Louisiana. The Audubon Regional Library in Clinton, Louisiana, Parish of East Feliciana did not serve blacks. Blacks, at that time, were expected to use one of two bookmobiles. The red bookmobile served whites and the blue bookmobile served blacks. On March 7, 1964, ive young African-American males entered the adult reading room and one of the men, Brown, requested a book called, The Story of the Negro, by Arna Bontemps. The assistant librarian checked the card catalogue and discovered that the library did not have the book. She told Brown that she would request it from the state library and he could either have it mailed to his home address or he could pick it up from the bookmobile. After the men had been given the news about the book they sat down quietly. After the men failed to leave the library, the assistant librarian requested that they go. They did not. Brown sat down while the others stood nearby. The assistant librarian then went to the head librarian who requested them to leave as well. Again, they did not. A few moments later, the sheriff arrived and requested that they leave again, and again, they did not. The sheriff arrested them and charged them with the intention to provoke a breach of peace and failure to leave a public building when ordered to do so (Coates, R. , 2005). The five men were tried and found guilty. Brown was sentenced to pay $150 for court costs or spend 90 days in Jail. The four other men were sentenced to $35 for court costs or 15 days in ail. Under Louisiana law, the convictions werent appealable therefore; their requests for discretionary reviews were denied. The Supreme Court granted certiorari. A certiorari is an extraordinary privilege injunction granted in cases that otherwise would not be entitled to review. In writing for the majority, Justice Fortas first examined whether the protesters could be convicted for refusing to leave the library. He concluded that they could not since their protest was peaceful and blacks could not be denied access since whites were allowed inside as well. He reviewed the onduct of the men and felt that this had no merit either. The state argued that the men were proving their intent to disturb the peace and upset the librarian. Justice Fortas concluded that the arrest was a violation of the mens First and Fourteenth Amendment rights that guarantee freedom of speech and assembly and the right to opposed this opinion and took to issue with the majoritys reasoning. He disagreed that the Constitution prohibits any state from making sit-ins or stand-ups in public libraries illegal. Second, Black argued that the previous breach of the peace cases in Louisiana differed from Brown v. Louisiana. Previously there had been several other situations where there were peaceful demonstrations over discriminatory practices. Garner v. Louisiana (1961) involved a sit-in at a lunch counter to protest service for whites only. In Taylor v. Louisiana (1962) blacks again protested the presence of bus depot that was for white customers only. In Coxv. Louisiana (1965) a man led a demonstration near the courthouse and Jail to protest the arrest of other demonstrations. Each of the protests, along with Brown v. Louisiana, was all orderly and peaceful and was over discriminatory practices that denied the protesters rights hat were guaranteed to them under the Constitution. Justice Black opposition was joined by three other Justices. They argued that the First Amendment did not guarantee to any person the right to use someone elses property even that owned by the government and dedicated to other purposes. On Wednesday, February 23, 1966 the decision was made; 5 votes for Brown and 4 against him (Coates, R. , 2005). The young men won! The Courts ruling in this case, along with the others, proved vital to the Civil Rights struggles and also to the Vietnam War protests that would follow. Indeed, without these rulings the 1960s and early 1970s may have been a completely different period in time, especially when it comes to the Civil Rights movement. In the last line of Justice Blacks opinion in Brown v. Louisiana he wrote: The holding in this case today makes it more necessary than ever that we stop and look more closely at where we are going (Meyer, F. S. , 1968). In conclusion, had it not been for demonstrations of this kind, and the Supreme Court granting certiorari there is a strong possibility that none of this would have ever taken place. Oftentimes, it is in a ime of pain and suffering that the Just shall prevail, and I believe this is no different. There is more work to do but with the Supreme Court being behind you, at least you know its not in vain.

Essays --

Introduction From any corner in the world you will be surrounded by propaganda: in the streets, in your house, even when you’re driving. Propaganda appears in many forms but I personally believe it to be the shaping of public beliefs, in which communication is used with the intention of manipulating. In short, propaganda is the art of brainwash. This form of art has been going for many centuries and has played an important role in the history of art, especially during the 20th century in which propaganda was used to persuade people to join the military service or to stand for their countries during wartime. At that time the objective was only one, nowadays there is more than one objective; how does propaganda influence the way 21st century society pre-establishes ideas and makes contradictions within taboos such as tattoos, marijuana and sexuality? By focusing on marijuana it can be noticed that there are several public opinions to it. Some believe it should be legalized as a drug, others think it shouldn’t and others think it should only be consumed for medical benefit. Similarly, tattoos are said to be a â€Å"respectable form of artâ€Å" by some while others state that â€Å"they demonstrate a lack of education and classâ€Å" and that â€Å"once you get a tattoo you put yourself in a lower echelon of societyâ€Å". Media and propaganda encourage us to accept all types of sexuality. Propaganda portrays homosexuals and bisexuals as exhibitors of gender-atypical behaviors. Despite the fact that propaganda has become less stereotyped over time, researchers believe that it hasn’t changed that much over the last ten years. Taboo: Tattoos. Social definition. Tattoos are defined to be â€Å"a permanent mark or design made on the skin by a proc... ...d Elisava in Barcelona respectively, and who wish to remain anonymous, I can determine that my conclusion is valid, as all these factors play a role when pre-establishing ideas and making contradictions. I can also state that it is in fact, a form of manipulation, as it makes the audience pre-establish ideas about certain things and then judge others. However, the students stated that, apparently, this was decreasing with the passing of time, as these taboos are becoming more accepted by first world countries. To conclude, I believe this is a vicious cycle; similar to the story of the chicken and the egg. Which came first? Society has a pre-established idea. Media and mass communication want to sell what the audience wants, so they portray these ideologies, so in turn, society is subconsciously affected by the concepts conveyed, as they are stereotyped...But by who?

Fichtes Subjective Idealism Essay -- Philosophy Essays

Fichte's Subjective Idealism With a dramatic dialectic style, Fichte expounds his subjective idealism which seriously undermines claims of an external world and which ultimately borders on solipsism. Beginning with the question of Free Will, Fichte concludes that there is none before engaging a mysterious Spirit in a philosophical dialogue over the nature of Fichte's knowledge. In the end, Fichte curses the Spirit for revealing the grim truth: "all reality is transformed into a fabulous dream, without there being any life the dream is about, without there being a mind that dreams." Following the same path of reasoning as the dialogue, the Spirit begins by asking Fichte how he knows of external objects. In answering that the knowledge of external object arrives as a result of direct, immediate sense perception, Fichte concedes that he possesses no direct consciousness of outside objects, but only of himself. "In all perception you only perceive yourself," since perception is merely the conscious recognition of observation statements such as 'I see' ... Fichte's Subjective Idealism Essay -- Philosophy Essays Fichte's Subjective Idealism With a dramatic dialectic style, Fichte expounds his subjective idealism which seriously undermines claims of an external world and which ultimately borders on solipsism. Beginning with the question of Free Will, Fichte concludes that there is none before engaging a mysterious Spirit in a philosophical dialogue over the nature of Fichte's knowledge. In the end, Fichte curses the Spirit for revealing the grim truth: "all reality is transformed into a fabulous dream, without there being any life the dream is about, without there being a mind that dreams." Following the same path of reasoning as the dialogue, the Spirit begins by asking Fichte how he knows of external objects. In answering that the knowledge of external object arrives as a result of direct, immediate sense perception, Fichte concedes that he possesses no direct consciousness of outside objects, but only of himself. "In all perception you only perceive yourself," since perception is merely the conscious recognition of observation statements such as 'I see' ...

Trend in Transport: the Role of Intermodal Transport in the International Logistics

Globalization and the consequently expansion of the geographical firm’s borders led an increase of the international transport’s demand, promoting the develop of transport’s sector. In fact, the growth of the amount of freight being traded, as well as, a great variety of origins and destinations promotes the importance of international transportation as a fundamental element supporting the global economy. In particular, since the trading distances involved are often considerable, there has been an increase of demands on the maritime shipping industry and on port activities. In this process China had an important role, in fact, as its industrial and manufacturing activities developed, it started to import growing quantities of raw materials and energy and export growing quantities of manufactured goods, fostering a surge in demands for long distance international transportation. International transportation system have been under increasing pressures to support additional demands in freights volume and distance at which this freight is been carried. This couldn’t have occurred without considerable technical improvements permitting to transport larger quantities of goods, and this more quickly and more efficiently. Container played, of course, a crucial role, promoting, furthermore, the development of the intermodal transport. Intermodal transport modes recover an important role in international transportation, in fact, because of the involved geographical scale, most international freights movements involve several modes, especially when origins and destinations are far apart. Among the numerous transport modes, two are specifically concerned with international trade: ?Ports and maritime shipping ?Airports and air transports Maritime transportation is very important in international trades, in fact in terms of tonnage it handles about 90% of the global trade. Although in terms of tonnage air transportation carries an insignificant amount of freight(0. 2% of total tonnage) compared with maritime transportation, its importance in term of the total value is much more significant:15% of the value of global trade 70 times more valuable than its maritime counterpart) . This is due to the fact that air transportation, being more expansive, is used mostly to carry rich freights. Road and railway modes tend to occupy a more marginal portion of international transportation since they are above all modes for national or regional transport services. Their importance is focused on their role in the first and the last part of the door to door transportation chain. For this reason they result anyway an important factor that should be considered by a firm in the logistics planning of the distribution of freight to the customer. As said before the driver of intermodal transportation has been the container, which permits easy handling between modal systems, in fact it is designed to be moved with common handling equipment enabling high-speed intermodal transfers in economically large units between ships, railcars, truck chassis, and barges using a minimum labor. The container, therefore, serves as the load unit rather than the cargo contained therein, making it the foremost expression of intermodal transportation. The usage of containers shows the complementarity between freight transportation modes by offering a higher fluidity to movements and a standardization of loads. For logistics managers intermodal transportation offers significant advantages over single mode alternatives. First, intermodal transportation minimizes handling and total transit time, expediting the entire transportation process and thus shortening the customer’s order cycle time. Second intermodal transportation allows to take advantage of the best characteristics of all modes, permitting to offer the most efficient transport service at the lowest possible price to the customer. Third intermodal movement cuts down on theft, loss and transport costs in general by eliminating virtually all handling of individual goods. Another important factor is that intermodal transport uses container and this makes easier tracking the freight during all the transportation process. This is possible thanks to a new technology called RFID (radio frequency ID) a firm (but also a customer) is able to know what assets it has and where they are at every hour. In fact this relatively new technology, that promises to change the way inventories are managed, consists in an RFID device that transmits a signal when it is activated by an RFID receiver. Depending on the device, this signal can have a range as short as 6 feet or as great as 90 feet. The data transmitted can include various product identifiers of value to the manufacturer, shipper or purchaser. So the signal emitted by an RFID device can help company tracking the location and quantity of their inventory . The use of RFID in logistics application is one of the pre-eminent fields where the technology can shine. Products can be tracked from points of manufacturer (and even earlier if source components are tracked using RFID) all the way through the distribution chain, and down to the retail level. This new technology has helped many organization solve the main challenge at every node in their supply chains: the lack of visibility of logistics data. RFID technology is a powerful solution to improves asset visibility, data quality, inventory management, and interoperability in an end-to-end integrated supply chain. In addition the use of this technology allows to reduce costs as replacement costs as well as avoiding shrinkage. It also helps to reduce capital costs, increase customer satisfaction, as well as ensuring the assets are in the correct place at the right time, recovering an important function in the logistics process of a firm. An added advantage is the reusability of these tags, so company, which want greater control over assets and their management, have opted to use RFID and logistics management techniques . Using RFID and logistics management strategies will serve to improve capital utilization, lower the total operational costs as well as improve the availability of assets. The use of these asset management techniques has improved customer retention significantly. This technique will help improve visibility of assets in transit, availability management of much needed assets and transportation management The use of RFID and logistics management techniques are especially useful for manufacturers, where parts bins feed parts in an automated plant, since the placement of the right part in the right place is critical. The company can use these techniques in areas where they have expertise whereas professional help can be sought for areas where they lack control such as transportation, delivery, pick up etc. Companies should consider implementing RFID and logistics management techniques, as they will greatly benefit from it. It will reduce cost, increase control and availability, decrease chances of loss of assets due to various factors as well as prove to be very economical. In conclusion we can affirm that transport is one component of the logistic mix that is undergoing a great deal of change. Intermodal transport is a reflection of the changing nature of transport in general, signifying as it does the logistics managers ability to combine the advantages of two or more modes of transport into one seamless shipment that reaches the customer faster and with less damage than a mode-by-mode routing could providing. Therefore to better control the delivery process of the goods, being able to provide value added to the customer, could be useful for a firm develop a tracking system of the freight from the factory to the final customer. This could be seen as value added logistics service useful to satisfy the customer saving costs at the same time.

Garden City Essay

Literature focuses on the study of literary texts, developing students as independent, innovative, and creative learners & thinkers, who appreciate the aesthetic use of language, evaluate perspectives and evidence and challenge idea and interpretations. Literature explores how literary works shape the perceptions of the world and enable us to enter other worlds of imagination. Through literature, we establish and articulate views through creative response & logical argument. We reflect on the literary texts, appreciate the power of language and inquire into relationships between personal preference of texts, authors and contexts through exploration of ideas, concepts, attitudes and values. The following enumerates the rationale of the book, â€Å"Ang Panitikan at Kulturang Pilipino†. RATIONALE To be able to identify and give meaning to literature. Identify the different forms of Philippine Literature. Differentiate the similarities and differences of different forms of literature based on elements and its characteristics. Have a deeper understanding on the various forms of Philippine Literature. To be able to differentiate the different forms and kinds of literature for the enrichment of one’s understanding on Philippine culture. Give importance to the elements and qualities of Philippine Literature through reading. Give importance to the different aspects of life, be it personal, moral, social, relative to the study of literature. This book is both a study, a research, and the information itself. The basis of the data focuses on the title itself, which points to the Philippine Literature and Culture. Different insights from different authors and culture of the Philippine History were bounded up, carefully and profoundly detailed with the remarks of the authors itself are of the most significance as to the book overview. Philippine Culture is a mixture of cultures from different conquerors, which  shaped it to a unique formation of classical and cultural distinction throughout the country. Since there are cultural uniqueness and emphasis of the book’s overall study, it is a very good reference to any individual who would like to pursue the Philippine History. From the passed-down ethnic stories and poems to the height of the changes of the Philippine Literature, and of people who use their literary skills to express their different views towards their own truth and views, this book wrote the wholeness of the culture in respect to the ethnical diversity. As I have observed, the highlight of the book is mostly the works of the Philippine writers who created their own expressions and definitely a work of art, which I must say, I read from the main ideas of the stories they included. Divided into ten chapters, from the relation of Literature and History, the Philippine inherited cultures and traditions, folk narratives, different religious beliefs, literal works, Philippine History itself and how it affects the cultural changes, to the poems and stories of famous personas of Philippine Literature. In a holistic cultural perspective, the different cultures and traditions, their origin, relationship to each other, uniqueness, and their work of arts greatly shapes the beauty of the Philippine History, Culture and Literature. Despite the difference, the Filipino values are buried deep on every hearts of every tribe, every belief and every religious view of a Filipino towards the literature. We might adapt to different environment or stick to our own traditions, came from different origins or bonded by the same blood, the passion towards the Filipino literature and culture are of the same. Reading with the passion of knowing the Philippine Literature will lead the very significance of the book. I, being a Filipino, would grow up studying and educating myself with the culture, language and standards of other countries abroad, but know a few of mine. Like me, a lot of students suffer from this lack of cultural interest, knowing that I must do a detailed research to feed my mind of the different cultures of my country, and will engulf me to stop engaging more. With this book review, I learned a lot and felt like I had a cultural tour with the literature. I love how they defined the importance of the literature on the first page of Chapter 1, which by means I will quote: â€Å"Literature is the expression of a person’s emotion towards  the world, the living, the society and government, and the relationship of the soul to the Creator.† (Bro. Azarias, Philosophy of Literature) Literature is expression itself, a very easy approach to its meaning. One thing I learned from this book aside of its background study of the Philippine culture is that, whatever I do everyday marks my own literature. It doesn’t have any formal requirement in it. Everything that occupies every single corner of the vision of the eye, is literature itself. And putting it to expression is an art. What you understand is your truth, whether it is not the same for every people, we have our own jurisdiction who separates our own way of understanding our literature and culture. Thus, this book did not only educate me, but gave me a great weapons I can truly be proud of; the limit of my imagination, and my pen. â€Å"†¦the guts to write bravely of what they see around them: the pain and the ugliness of the world as well as the beauty and the joy of it, the triumphs of life as well as its surrenders, man’s mean desires as well as the noble ambition that exalt him.† (S .P. Lopez)

Marketing Communications-Muji

MKTG1266 Marketing Communications _______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) Table of Contents 1. Situation Analysis 1. 1. 1. 2. 1. 3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4.Category Need Brand Awareness Brand Attitude Brand Purchase Intention 6. Cam paign Budget 7. Cam paign Target Audience 7. 1. 7. 2. 7. 3. Brand Loyalty Creative Targets Behavioural Sequence Model 8. Creative Strategy 9. M edia Strategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. Appendix 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for Generation Y (B) Media Schedule/Plan (C) Media Budget 13. 4. (D) Storyboard #1 and #2 for TV Advertisements 13. 5. (E) Sample of Print Advertisements 13. 6. (F) Sample of Microsite for Meiji’s Yoghurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial †¢ Net sales for the past three years (FY 2008 to FY 2010) fluctuating due to the economic crisis in 2009 and the Japan disaster (in million): ? 711,394, ? 704,999, ? 708,142    †¢ †¢ Adopts a sustainable profit distribution policy to shareholders (MEIJI, 2011). Return on equity for the past three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical †¢ †¢ Many plants in Asia: Japan (several) Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011).Distribution vehicles that have been modified to ensure that the products are safely delivered (MEIJI, 2011). †¢ †¢ Materials are sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop appealing products that are tasty and healt hy to its consumers (MEIJI, 2011) †¢ A comprehensive in-house quality control system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their products (MEIJI, 2011). Reputation †¢ Acquired top brand position, from its imports of milk and yoghurt products in Singapore (Bangkok Post, 2012).Human Resource †¢ †¢ An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the group’s approach in building brand power and achieving continuous growth in corporate value (FBR, 2010). Technological 3 1. 2. External Analysis Political: †¢ Local broadcast market monopolised: MediaCorp is the largest and only media broadcaster (MediaCorp, 2012) so the content of the advertisements need to follow the requirements/practices set by the company. Government support: encourages research and development (R&D) to develop tools and customised applications that engage consumers (Singap ore Media Fusion, 2010). †¢ The government and its laws: companies pressured to be more socially responsible (Cihangir, 2008). Thus, when conceptualising advertising campaigns, the organisation should be careful about using taboo or sensitive topics. Economical: †¢ Recession: companies identify marketing activities as a cost, rather than an investment so marketing budget are usually the first to get trimmed down (Fader, 2008).Meiji should not adopt this view as research shows that companies who continue to advertise during such times perform better in the long run (McGraw-Hill, 1986). †¢ Cost-effective advertising during recession: cost of advertising is relatively cheaper since many companies are holding back (Billetts, 2009) as such media channels are more willing to reduce their prices. Companies can further benefit from this as they can finally break through the clutter, with lesser advertisements available in the marketplace. Healthy economy equates to stiff comp etition: companies are fighting for a slice of the market share so they spend more money on advertising. This results in lesser advertising space available and creates a dense marketing atmosphere thus tiring and irritating the consumers. Social: †¢ Increasing popularity of social networking sites: penetration rates for Facebook and Twitter are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so connected that their families, friends and other personal details in the real world can be found in the virtual world. †¢ Diverse race and religion background in Singapore: important that the advertising materials are mindful of the diversity. Consumers spend more time online than ever: internet usage averaging 10. 5 hours in Singapore (Internet World Stats, 2011), to reach them and stay competitive, it is important for Meiji to have a strong presence on the social web. †¢ Consumers are more favourab le towards green-marketing: they want to associate themselves with companies that are environmentally-friendly. As such, it is important that Meiji communicates its belief in protecting the environment through its practices. Consumers adopting a more socially and environmentally conscious behaviour: cause-related marketing can boost company’s public image (Alden Keene and Associates, 2007), helps to differentiate the company from their competitors and encourages customer loyalty. Meiji can communicate and inform consumers about their CSR practices to take advantage of this point Technological: †¢ Technology is constantly evolving: highlights importance for companies to ‘be on their toes’ with regards to technological changes (Bearden, n. d. ).Today, when communicating with consumers, companies have to look out for both traditional and new media in order to effectively. †¢ Benefits of technology: integrating technology into marketing efforts help to redu ce costs and increase efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to reach a larger group of audience instead of relying on traditional forms (eg: POP display). †¢ Shift of budget dollars: rising trend of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not neglect its traditional media.Instead, they may want to include URLs or QR codes in its traditional advertising. 5 †¢ Integration of Singapore’s media: all of Singapore’s media integrated together (ie: MediaCorp’s TV, radio, newspaper and website advertising channels), companies can benefit from the presence of these media channel Legal: †¢ †¢ Advertisers’ creativity is restricted due to strict regulations in the local advertising scene (ZDnet Asia, 2011). Consider intellectual property issues when designing communications materials (WIPO, 2005).In the case of using com petitors for comparisons, advertisers have to be weary of trade defamation (Intellectual Property, 2010). †¢ With the Singapore Code of Advertising Practice in place, advertisers should note that the content of the marketing campaign must not subvert values of the society (CASE, 2008). Environmental: †¢ Increased popularity of green marketing: more companies adopting environmentally-friendly image but, due to rise in â€Å"greenwashing† (false claims from companies) consumers are wary of such claims (Spors, 2011).Meiji can counter this by demonstrating their green practices through their website to gain consumers’ trust †¢ Green practice is now the â€Å"in† thing: highlights attractiveness of broadcast and social media since they do not contribute to any waste; unlike traditional media, which involves printing and distribution of resources †¢ Truthfulness in eco-friendly image: companies have received severe backlash from claims that were fo und to be misleading and untruthful (Ottman, 2011). This will eventually tarnish the brand of the companies.This again highlights the importance of truthfulness so Meiji needs to take this into consideration. †¢ Social media users highly conscious about social and environmental issues: good news to companies as these consumers are more prone to rewarding responsible companies (Buhner, 2011). This further proves the importance of adoption of environmentally and socially friendly methods in the running of the business and their advertising method. 6 1. 3. SWOT Analysis Strength †¢ Japanese brand so consumers likely to †¢ form favourable impressions of Meiji, associating good quality to their †¢ in products (Maheswaran, 2006). A leading manufacturer in dairy products probiotic †¢ that specialises dairy products brands Weakness Meiji faces competition from other diary with bigger market share (Euromonitor International, 2011). While competing brands are developi ng their yoghurt products with more exotic brands and benefits and to cater in to their consumers’ changing taste, Meiji lacks diversification yoghurt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed brand awareness of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can †¢ leverage on established brand image †¢ Meiji is amongst the top five leading brands in the Yoghurt and Sour Milk industry in Singapore (Euromonitor International, 2011). †¢ Meiji’s product offerings perceived as a functional food and a healthier snack or dessert choice by consumers (Scientist Live, n. d. ). †¢ Comprehensive quality control system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). †¢ Involved in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meiji at a disadvantage.There are limited forms of marketing communications strategy used by Meiji (Singapore). For instance, the official website does not show the yoghurt products that they have to offer. creating a positive brand image for the company, as consumers today, are becoming more interested in CSR activities. 7 †¢ Opportunity Singaporeans are becoming †¢ Threats Food product safety has been a huge threat in the food industry, especially since the milk contamination problem in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is important that Meiji ensures the highest food safety practices to prevent damages in its brand image and lose the trust of its faithful increasingly health conscious (The Nielsen Company, 2009). They are seeking a healthier lifestyle but their habit of snacking still exists (Nutrition Singapore, 2007). These two factors provide an opportunity for Meiji yoghurt as it is a healthy snack. †¢ As mentioned previously, consumers are getting more ethically and environmentally awar e, and have a †¢ tendency to purchase from companies that are conscious of these factors too (Spors, 2011)!As Meiji practices CSR (MEIJI, 2011), by maximising this emotional factor in consumers, we can †¢ further appeal ourselves to them. †¢ Yoghurt has managed to revitalise itself in the market, and insiders say it will continue to do so. This is due to the innovation opportunities brought about by the different combination of fruits and flavours, and the content of it, such as low fat, low sugar etc (Decker, 2009). †¢ customers. A shift in demand in the dairy products (ie milk and yoghurt) that are low priced have resulted in price wars and an increase in promotion expenses (MEIJI, 2011).Huge availability of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These general substitutes are different in their taste and consumers, especially due to the sweet factor in these snacks. However, the winning factor for is that Meiji’s yoghurt s are offering consumers the best of both worlds – a healthy and delicious in every cup of Meiji’s yoghurt. Now who says you cannot have your cake and eat it too! Rising cost of raw materials due to fluctuations in supply and demand, natural disasters etc have affected the production cost. 8 2.Market Problem/Opportunity There are two trends evident in Singapore according to two separate studies: †¢ †¢ Growing trend of healthy eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a healthier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting point to note is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with global sales exceeding $9. billion (Freshandhealthybrands. com, 2012). In Singapo re specifically, yoghurt and sour milk drinks have grown in popularity, with yoghurt increasing in popularity thanks to the yoghurt cafes that have sprung recently. This has led to an increased awareness of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of – the adoption of healthy living and Singaporean’s habit of snacking. Meiji yoghurt fits perfectly into the picture as it is a snack that is not only healthy, but delicious too!We can leverage on this opportunity to inform the consumers that it is not necessary for them to remove snacks/desserts from their meals completely; instead we have the perfect replacement: a cup of healthy and tasty Meiji yoghurt that comes in strawberry, mixed berries, aloe vera, nata de coco and mango! 3. Marketing Objectives From 2004 to 2009, Singapore’s yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011) . In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing objective are as follows: 9 †¢ †¢ †¢ †¢ Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and knowledge of product and brand by 20% Establish a 30% change in the perception of yoghurt among target audience 4. Positioning We positioned Meiji and its competitors against their percentage of brand shares obtained in 2010, and their current product offerings.Although Marigold, Yoplait and Meiji has fewer varieties (ranging between four to six flavours), they have higher brand shares, as compared to Nestle with as much as 11 different flavours. This could be due to Nestle’s relatively new entrance into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to strengthen their brand to p revent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising campaign, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The team aims to achieve these objectives through our Integrated Marketing Communications Plan: †¢ Primary objective: To change consumers’ perception of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to bad tasting food (The News Herald, 2012), to accepting yoghurt as a healthy and delicious alternatives to snack †¢ Secondary objective: To increase consumer’s awareness and knowledge of the product and brand name, in this case being Meiji’s yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desired target audience, the team has established a category need for each target group: 1) 15 to 25 year olds that do not eat yoghurt: this particula r segment seeks a healthy lifestyle but they still want their sweet tooth to be fulfilled. A gap between their desired state and their actual state exists so we aim to fulfil it by convincing them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not great!It is a perfect substitute that gives them the same delight they get from eating other snacks, but without the same unhealthy content. 2) 26 to 35 year olds that seek convenient snacks: with Singapore’s workforce having a reputation of clocking in the most hours at work in the world (International Labour Organisation, 2010), many forgo having lunch as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage; by reminding consumers that Meiji exists as a convenient and healthy snack that can b e purchased anywhere and be eaten anytime (as long it is kept refrigerated). 11 5. 2. Brand Awareness Brand awareness is important for many reasons: it enables the brand to be in the consideration set, create sales, determines one’s purchase decision and formation of brand image. This is especially important for fast moving consumer goods as consumers spend little to no effort in information search due to the low involvement nature of the product (Pitta & Katsanis, 1995).The team hopes to establish a long-term brand awareness of Meiji’s Yoghurt through a two-stage process: †¢ First stage: creating brand recognition by informing consumers of the benefits of Meiji’s yoghurt and differentiating ourselves (Morebusiness. com, 2006). This will be done through our television advertisements, which may result in them leaning towards our product as their product choice when they visit their nearest store to choose between the many different brands offered.This is due to the sheer exposure of our advertising that prompts them to think about Meiji when given a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the positive effect of our marketing effort. †¢ Second stage: establish brand recall by building strong brand equity so that consumers are able to recall Meiji’s brand without aid. This will be done through PR, as people believe other consumers more than advertisements (Nielsen, 2009), and through viral marketing, which helps create excitement about the brand.By successfully achieving top-of-mind-awareness, consumers will think of Meiji each time the urge for snacking will arise. 5. 3. Brand Attitude Brand image has been defined as â€Å"perceptions about a brand by the brand’s association in consumer’s mind† by Keller (1993). To create a good brand image, positive associations to the brands must be created. There are three dimensions to associations: attributes, benefits and attitude ; and these associations have to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram below: 12 5. 4.Brand Purchase Intention The team propose to use â€Å"Liking† under Robert Cialdini’s Six Rules of Influence (1993) to motivate purchase intention as consumers are more likely to purchase from a brand that they like. We aim to make Meiji yoghurt, a fast moving consumer good that is typically a low-involvement purchase, an interesting product through our television advertisements, viral marketing and PR efforts. These efforts will illustrate how Meiji’s yoghurt is more than just a typical snack. 13 6. Campaign Budget Objective and task budgeting is being used in campaign budget so as to achieve the Meiji’s desirable market share of 5. 2%.Meiji had to accomplish two communicating objectives which are: a 30% change in the target audiences’ perception of yoghurt being an inexpensive and healthy yet delicious snac k and increase target audiences’ awareness and knowledge of the product and brand name by 20%. Reflecting on the communication objective of Meiji, the decided amount that is going to be invested in the advertising campaign will be approximately $1 million (calculations available in Appendix C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target Audience For a marketing communication campaign to be successful, the company need to identify their target audience clearly. The campaign will be targeting two demographic groups. Primary Target Audience Demographic Psychographic †¢ Male and female aged †¢ Health-conscious 15-25 (students) †¢ Enjoys quality, tasty, healthy food †¢ Male and female aged †¢ Time-deprived 26-35 (working adults) †¢ Like to try new things †¢ Actively involved in social media Geographic Be havioral †¢ Everyone in Singapore †¢ Increasing involvement in family purchases †¢ Buy product based on convenience †¢ Less brand loyalty 7. . Brand Loyalty The first target audience will be new category users aged between 15 to 25 years old, who have not tried eating yoghurt. The second group of target audience will be working adults that are between 26 and 35 years old. They are favorable brand switchers that occasionally buy Meiji Yoghurt but don’t have a specific brand that they are loyal to. Majority of these people falls mostly within Generation Y. 14 Characteristics of Generation Y †¢ †¢ †¢ †¢ †¢ Less Brand Loyal Style Conscious Technology Wise Highly Involved in Social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, continued awareness and most importantly, inc rease consumers satisfaction thus encouraging repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One activity to encourage and persuade them to purchase would be sales promotion (Krishamurthi & Raj, 1991). After that, continued engagement with these consumers will potentially convert them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it will attract the attention of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likelihood of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets – Sales personnel, friends, family members – Opinion leaders (famous online Influencer bloggers), friends, family members Initiator Decider Purchaser – Target audience themselves, family members – Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt â€Å"Creamier.Fruitier. Amazingly aMEIJI-ng† User – Target audience themselves 7. 3. Behavioural Sequence Model What (Decision Need Arousal Stages) Oneself, Sales Who Promoters, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/ex posure to advertisement Information Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between friends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, Anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, Feel like Snacking, When cravings arise Free samples, brand recall, cravings, How friends/family etc, Word of Mouth (Decision realization of intrinsic Process) needs (importance of being healthy, going on a diet etc)Cravings, Habitual purchase (when stock run low) To satisfy need, to satisfy oneself, to enjoy the product 16 8. Creative Strategy Central Theme: Each creative message features our Meiji yoghurt mascot. Our advertisements show situations in which our target audience encounters every day, where they are faced with issues such as not having enough time and health-related issues. However, the advertisements will illustrate the role of Meiji’s yoghurt; by simply adding it in their lives, they will have reasons to smile. We want to illustrate how Meiji’s yoghurt, by being â€Å"Creamier.Fruitier. Amazingly a-MEIJI-ng†, it is a simple, inexpensive way to get through any good or bad days! Appeal Technique: The message will show how simple life’s pleasures can be. The advertisement will be realistic and appeal to the emotional side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meiji’s yoghurt inject fun, healthy and lively moments in their lives, and show them that the best of both world is served in a cup of Meiji’s yoghurt.Tone and Style: Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardiz ed and boring. We, on the other hand, want to show a genuine response that people can relate to! The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coincide with our image.For our print advertisement, it will feature bright, lively colours such as red, green, purple and yellow, to demonstrate our brand image. Tagline: â€Å"Creamier. Fruitier. Amazingly a-MEIJI-ng†. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our secondary objective in heightening brand awareness and knowledge towards Meiji’s yoghurt.Primary Medium: Television Advertising Vehicle #1: Mediacorp Channel 5 Vehicle #2: Mediacorp Channel 8 Details: †¢ †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 19:00 – 22:00 (Prime Time, Daily) Reach: 60% of Target Audience Frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for remaining months By using television advertising as our primary medium of communication, we want to convey our message to the mass audience – not merely our target audience, but impacting those who have a role in deciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be based on the locations (ie: where) and likelihood of occurrence identified in the BSM. Therefore, when consumers encounter a similar situation they will subconsciously recognise the advertisement they’ve seen and connect with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencie s. Examples of our storyboard can be found in Appendix D. 8 Our plan is arranged such that there is more frequent exposure in the initial months to establish a level of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media: †¢ Point-of-Purchase (POP) Advertising Vehicle #3: In-store Media (eg: shelf talker) Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Contents of POP display similar to other print advertisements Reach: 35% of Target Audience Frequency: Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg: NTUC, Cold Storage) with two intentions: firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meiji’s yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf adjacent to the product (Koekemoer & Bird, 2004 ). With the POP display, we aim to draw the attention of shopper’s to our product. According to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulating a consumer’s need for Meiji’s yoghurt up to the final stage of his/her purchase decision. †¢ Internet Advertising (Website) Vehicle #4: Creating a Microsite for Meiji’s Yoghurt Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Reach: 70% of Target Audience Frequency: Throughout the campaign Content: Different Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to find out more about their yoghurt, which is lacking in their official website. From the BSM, we noticed h ow consumers normally obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include interactive features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactive application that allows consumers to ask questions.In doing so, we aim to change consumer’s perceptions towards yoghurt, creating a ‘fun’ persona. Meiji yoghurt’s microsite will be modelled after Cadbury’s, seeing how they’ve been very successful with developing microsite for various of their products: http://www. cremeegg. co. uk/, http://www. cadburymagicalelves. com/grotto. html An example of our microsite for Meiji’s yoghurt can be found in Appendix F. †¢ Newspaper Advertising Vehicle #5: Today Vehicle #6: myPaper (Wednesday – Lifestyle) Details: †¢ †¢ †¢ †¢ Full Colour Size of Advertisement: ? page Reach: 65% of Target Audience Frequency: 1X a week every monthMeiji’s yoghurt will be advertised in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can expect that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aims of maximising our media coverage and indirectly, increasing the frequency or intensity of cravings (eg: when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle #7: Shape Vehicle #8: Seventeen Vehicle #9: Her World Vehicle #10: Men’s Health Details: †¢ †¢ †¢ Size of Advertisement: Full Page Reach: 70% of Target Audience Frequency: 6X over a period of 12 months The team has shortlisted four magazines to feature our print advertisements, as they are target audience specific. The magazines include Shape (for the health conscious), Seventeen (for the younger generation), Her World and Men’s Health (for the working adults), which will be used to advertise our print media every alternate month throughout the year.According to AsiaOne (2010), readership in magazines continue to increase, like Her World’s 246,000 or Men’s Health’s 114,000 readers. This will help achieve our objective in establishing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and eventually create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, purchaser or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented i n Appendix B. 1 10. Other IMC Activities Meiji will be using the following additional techniques to co-ordinate with the other communication mix elements. These activities will complement our primary medium and further enhance consumers’ brand awareness towards Meiji. Quick Response Codes: A survey by TNS revealed that 72% of Singaporeans are using smartphones, the world’s third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing numbers of smartphone users, resulting in the emerging trend of using Quick Response Codes as a marketing tool.It will be embedded into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain instant access to great amount information such as current promotions and events, directing them to company’s website, Facebook, Twitter, youtube pag e, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances experience (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by giving incentive for their consumer, which could help in strengthening the relationship between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These could be conveyed through printed advertisements in newspaper and magazine, QR codes and mobile coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will last for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public Relations Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be sending out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), company’s recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Men’s Health) for coverage.Public relations is a good and cost-effective way to advertise a product or brand as news and stories featured are seen to be more credible to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and misrepresentation may also occur. Viral Marketing Word-of-mouth is a powerful marketing tool as consumers usually trust friends and family members above experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our compan y will create an online campaign to generate buzz and excitement. Creative videos will be posted on Meiji's YouTube channel and embedded onto the company's website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of Meiji yoghurt. It is important that we evaluate and measure the effectiveness of the media vehicles.In the given of 12 months period, the team will carry out a pre-testing evaluation method to determine whether we have achieved the objectives (Ramjee, 2009). Using this method, the company can compare the before and after effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. †¢ Sales promotion Pre- and post-test analysis of shelf space given by the retailer: reflect the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion †¢ Television advertisementPre, during and post evaluation of advertisements: carried out through surveys by examining consumers’ perceptions of the advertisement and brand and the awareness level of the Meiji yoghurt (Neuez, 2003). Any shortcomings highlighted can be amended quickly to increase the effectiveness of the advertisements. Television advertisement ratings and awards: able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising Hall of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis: Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljen wall, 2004). 24 †¢ Print advertisement 1. Ask customers: find out if they know the brand and how how they learn about the brand and product on a regular basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the â€Å"right† media vehicle. . Monitor the sales figure after the printed advertisement has been published: comparison can be done with the sales figures prior and after the print advertisement being released (Roggio, 2009). If sales figures have improved, it shows that the communication objectives had been accomplished. 3. Use QR code and mobile coupon as tracking device: once they have scanned or redeem it, the company will know the response rate. †¢ Internet Advertisement (Website)Web traffic or hits: indicates how many visitors visit the site, the duration they have spent in the site, the page they visited and which specific page they stopped, which helps in establishing the level of awa reness being captured by the target audiences. †¢ Focus Group Focus group should be conducted with our target audiences on a regular basis. This is to find out whether they have seen any of our advertising campaigns (such as of television advertisings, print advertisement, sales promotion, P. O. 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Retrieved March 13, 2012, from http://www. zdnetasia. com/blogs/asia-cannot-be-the-nextsilicon-valley-62303254. tm 31 13. Appendix A: Model of Brand Loyalty for Generation Y 32 Appendix B: Media Sc hedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public Relations (Mind Your Body) Seventeen / 6 months Men’s Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X May 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X Sep 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X