Theme Of The Blind Man - 867 Words

The theme is the man finding his inner self through the blind man. For example; the blind man and the Narrator were going to draw a Cathedral together, and the blind man asks the man to close his eyes, and then the blind man put his hand on top of his hand and began to draw. It was not like nothing else in his life and he enjoyed the experience and that he could relate to the blind man (Craver, 1981, p. 32) The plot begins when a blind man comes to visit his wife they had not seen each other in a very long time. His wife used to work for the blind man, reading stuff and case reports to him and organizing his little office in a county social service department. They kept in touch by mailing each other tapes, they became good†¦show more content†¦For example; And having a blind man coming over to sleep in his house the narrator wasn’t not happy. He was sarcastic by asking his wife, â€Å"Maybe I can take him bowling,† she didn’t appreciate his comment. (Cr aver, 1981, p. 32). His wife was perturbed with her husband. My wife began to tell me the story in how the blind man and his wife called Beulah, met after my wife stop working for the blind man. Beulah wanted a small wedding, it was just the two of them and the minister. But Beulah had cancer and her health had decline and she died in Seattle, the blind man sat and held on to her hand. The blind man and his wife were inseparable, they lived and worked together for eight years. The Narrator thought about Robert not knowing what his wife looked like. The narrator felt sorry for the blind man for a bit, and found himself thinking what a pitiful life for this woman. For example; the wife would never know how she looked through her love one’s eyes, and never receive a compliment form her husband, and never read the expressions on her face (Craver, 198 p.32). The setting takes place in 1981 in New York, a two-story house where this took place. The house had a porch as they walked into the house where the living room was, narrator wife was guiding him by the arm. The wife sat the blind man on the sofa, that narrator bought two weeks ago and wanted to mention something aboutShow MoreRelatedRaymond Carver’s â€Å"Cathedral† vs. Tess Gallagher’s â€Å"Rain Flooding Your Campfire†1575 Words   |  7 Pageswriters can grow and develop short stories differently from the same experience. There are similarities between the stories, such as the use of a first person narrator, the plot, setting, and also there is an interchange between the narrator and the blind man in both stories. But within these similarities there are also differences; the narrators are two different people with two very different views on the situation, and although there is an interchange between the characters they are two differentRead MoreAn A nalysis Of Cathedral By Raymond Carver1441 Words   |  6 Pagesthat focuses on the transition a man goes through to see the world with his soul. The story gives hope that people can change if given the chance to be better people. Over the course of the story, Carver uses both diction and description to explore themes in religion and morality. â€Å"Cathedral† depicts a husband and a wife as they prepare and entertain a friend of the wife. The husband, the narrator, is not excited about the friend coming because he is blind. The blind man and the wife have been friendsRead MoreThe New Testament And The Four Gospels Through Recurring Themes1168 Words   |  5 Pagesnoticeable throughout the New Testament and the four gospels through recurring themes. Mark’s Gospel contains the most prominent of those themes. The main themes that our class has focused on, that seem the most important to Mark are secrecy, response, and food/eating. In Mark 8:22-10:52, he has a very strategic way of setting up the stories of Jesus’ life. Thought the reading of this section we mainly notice two of the three themes, those being secrecy and response, although earlier in chapter eight weRead MoreAnalysis Of Raymond Carver s Cathedral 1097 Words   |  5 PagesCathedral by Raymond Carver In this short story by Raymond Carver begins with a man whose wife invited a good friend over named Robert and is blind. Before Roberts Arrival, the wife’s husband, whose name is Bub, does not know what to make out of his wife’s good friend Robert coming over to their house. Carver utilizes a story of a blind man who changes Bub’s outlook in life. Through the narrators changing character, theme of loneliness and jealousy, and the cathedral being a symbol at the end of theRead MoreThemes: Joseph Merrick and Elephant Man Essay940 Words   |  4 Pagesstories we read, The Elephant in the Village of Blind, 20/20, and The Cathedral, all have many common themes with the movie The Elephant man. What intrigues me the most is the hidden underlining meaning each and every story carries. There are three prominent themes I would like to discuss, the figurative and the literal blindness of the characters in the works, enlightenment, and the freedom the characters exper ience throughout each individual piece. The themes also go hand in hand because one cannot learnRead MoreAnalysis Of `` Cathedral `` By Raymond Carver920 Words   |  4 Pagesthe isolation of the unnamed narrator. The narrator’s tone of voice reveals his feelings and personality. This contributes to the story’s themes because the reader comes to understand things that the narrator never directly or deliberately reveals; as a result, the reader comes to empathize with the narrator more deeply. Isolation and loneliness are prevalent themes in â€Å"Cathedral†. Appropriately, the narrator is insular and narrow-minded. He is unhappy and resentful because he overlooks the worth andRead MoreAnalysis Of Raymond Carver s Cathedral852 Words   |  4 Pagesshort story â€Å"Cathedral,† a blind man named Robert visits a man and his wife in their home for a short period. In the beginning, the husband is very rude to Robert due to his inability to see. However, by the end of Robert’s stay, the husband realizes that he is quite far from being a blind fool. By analyzing the theme, character, and conflict of the short story, the reader will be able to better understand what messages lay within Carver’s writing. First, by analyzing the theme, or central topic of theRead More Raymond Carvers A Small Good Thing Essay example842 Words   |  4 Pagesthat Eating is a small, good thing in a time like this and they are comforted, reveals particular significance of the title in terms of the storys theme. Also, Raymond Carvers Cathedral, a story that starts with an ignorant and rude narrator whose wife has called a blind friend to spend the night at their home and according to Carver, A blind man in my house was not something I looked forward to,(38) has some parallels in thematic content that is revealed in both stories. In A Small GoodRead MoreAnalysis and Discussion of Surah 801623 Words   |  6 Pagesknown as â€Å"`Abasa† or â€Å"He Frowned†, was revealed to the Prophet Muhammad at an important time in Islam’s expansion. The surah makes use of many literary techniques to indicate the historical context to the reader, as well as strengthen the surah’s themes. Surah 80 has also a topic of interest for Islamic scholars, such as Abu’l ‘Ala Mawdudi and Muhammad Asad. Their interpretations and Analysis Historical Context Surah 80 was revealed to the Prophet Muhammad during the Meccan period. The MeccanRead MoreEssay on Cathedral by Raymond Carver1290 Words   |  6 Pagesnarrator, and his wife who live in a house. The wife, whose name they do not mention, has a very close friend who is blind. His name is Robert. Roberts wife dies, and comes to their house to spend a couple of days with the narrator and his wife. The narrator, whose name they do not mention as well, is always on edge because he does not really know Robert very well and he does not like blind people, but he is being friendly for his wifes sake. The story comes to an end when Robert and the narrator draw

Cultural Competency Definitions - 8081 Words

CULTURAL COMPETENCY DEFINITIONS – A paper to inform development of Cultural Competency Framework for First Nations and Aboriginal Peoples of British Columbia, Canada Cultural Definitions in health care – what does it all mean? There are many definitions and iterations of culture in health care – all with different meanings but many with overlaps. In order to develop a Cultural competency framework, it will be important for stakeholders to agree on what ‘cultural competency’ means and the differences, similarities or connections between this term and others used in different contexts. Any agency or institution using the terms(s) needs to state their own definitions so it is clear to their own readers, users, students or staff – what†¦show more content†¦They note that in today s political context, the concept of democratic racism helps to explain how Canadians can hold negative, racialized views of Aboriginal peoples while at the same time espousing liberal principles of equality, tolerance, fairness and justice (Henry et al, 2000). Democratic racism refers to an ideology in which two sets of values coexist yet fundamentally conflict - that is, members of the dominant society espouse outward commitments to democratic principles of egalitarianism, colour blindness and equal opportunity, and at the same time, operate on the basis of discriminatory attitudes (Henry et al 2000). This does not imply that members of society are intentionally discriminatory or are even aware of the biases they hold. As Henry et al (2000: 383) explains, organizations a nd institutions are: ...filled with individuals who are deeply committed to their professional work, who are regarded as highly skilled practitioners, who believe themselves to be liberal human beings - and yet they unknowingly, unwittingly contribute to racial inequality. In Canada, the models of cultural sensitivity and cultural competence that continue to predominate are founded on the ideals of multiculturalism (Doane Varcoe 2005a). Cultural sensitivity thus emerges as one of the central practices of multiculturalism. Given the value placed on multiculturalismShow MoreRelatedDifferent Definitions For Cultural Competency1660 Words   |  7 PagesThere are various definitions for cultural competency depending on the various, but each definition relates to one thing, understanding an environment other than your own. In the Psychology dictionary, cultural competency is defined as, â€Å"Taking ownership of the abilities and insight which are recommended for and particular to a chosen culture.† To be culturally competent, one must possess the capacity to work effectively with people from a variety of ethnic, cultural, political, economic, and religiousRead MoreConcept Usage And Professional Practice Model805 Words   |  4 Pagesthe Marshfield clinic. Prior to doing this research I was not aware that there was a nursing practice model being emphasized. I will analyze our model, organizational definition, values and mission and modify them in a way that makes this model of practice clearly defined. The Marshfield clinic provides an organizational definition. The Marshfield clinic care team work hard to become your health care choice. This is achieved through affordable, valuable health care diminishing the weight of illnessRead MoreThe Effects Of Culture On Health Care1642 Words   |  7 PagesConsequently, it is essential that health care organizations improve its cultural competency. Overall, the increased diversity in the population and the documented health care disparities have made cultural competency essential in order, to ensure that every patient receives quality health care services (Haynes, 2016). The purpose of this paper is to explore the effect of culture on health care. Define the Role of Cultural Awareness in the Management of Health Care Culture is the integrated patternsRead MoreThe Differences Between Myself And People871 Words   |  4 Pagesprejudices or preconceptions about Spaniards or another culture. I have been somewhat culturally naà ¯ve my entire life. This is helpful in not having preconceptions about people, but can be interpreted as a lack of recognition and appreciation of cultural differences by others. For the most part, I accept people for who they present themselves to be to me, not how they are with other people or circumstances. I truly enjoy learning about the differences and similarities between myself and people ofRead MoreUnderstanding Of Socio Cultural Competencies1583 Words   |  7 Pagesof the Institute Table of Contents Introduction 3 Analysis 3 Understanding of socio-cultural competencies 4 How professional managers can develop and use cultural competencies 5 What these competencies help professional managers to achieve 7 Conclusion 7 References 9 â€Æ' Introduction There was a time when organizations used to operate only in domestic market. That was the time when socio-cultural competencies were not necessity skills for managers. With time organizations have expanded beyond domesticRead MoreIn The United States It Is Estimated That By 2043, Nonwhite1558 Words   |  7 Pageshealth disparities when it comes to the ethnic population. With a shift in demographics, the health sector in various central Ohio counties has proven that they are not prepared enough to handle a diverse community. There are many reasons as to why cultural competence is lacking in health care. From racism, lack of proper education, lack of diversity in the workforce, communication problems, absent shared decision-making, and minority unawareness. These can all lead to diseases and illnesses that leftRead MoreA Large Issue Facing Trans Women894 Words   |  4 Pagesâ€Å"anatomically, I am still a perfectly normal male and I plan on staying that way.† She then goe s on to separate sex from gender, saying that one is â€Å"born with sex, [while] one learns gender†. (Prince, p. 441) While this is true in terms of dictionary definitions, the associating of penises with the male sex and vaginas with the female sex is problematic in itself, as neither is inherently male nor female, but just reproductive systems. We, as humans, have associated genitalia with these labels, which isRead MoreHow Health Services Can Provide Culturally Safe Care1551 Words   |  7 Pages2006). Until this day Indigenous women have not had their voices heard or their knowledge recognised (Kildea, 2006). In order to improve maternal and perinatal health outcomes for Indigenous Australians holistic components from the Indigenous definition of health must be incorporated into maternity care and connection to country must be respected (Kildea, 2006). Maternity care should be offered in a way that is culturally safe and ensures that Indigenous women feel safe when a ccessing said careRead MoreTeaching Health Care Students About Disability Within A Cultural Competency Context1166 Words   |  5 Pagesstudents can better understand how the disabled person experiences daily life, and can provide care accordingly. The main purpose of the assigned paper, â€Å"Teaching Health Care Students About Disability Within a Cultural Competency Context†, is to inform the readers that cultural competency can influence health education in a positive way. It can address the complexity of the culture of disability. Disability culture is not a by-the-book study like many medical students treat their health care educationRead MoreCultural Competency in Nursing944 Words   |  4 PagesRunning head: Cultural competency Cultural Competency in Nursing Practice Diana Oestreich The College of St. Scholastica Culturally Competent Care The nursing profession continues to walk towards excellence in cultural competent delivery of current healthcare needs. In the pursuit of excellence and the love of learning, there are always improvements to be made. Continuing education requirements are

Competitive Strategy for Cost Advantage -myassignmenthelp.com

Question: Discuss about theCompetitive Strategy for Cost Advantage. Answer: Microsoft-Introduction Microsoft is currently the largest software maker globally and has been posting consistent profits yearly. It commands 90% of the Operating System for desktops around the world. It posted revenues of more than $78 billion with a profit margin of 28% (Statista 2017). Its consistency in innovation over a period of 39 years is testimony of a culture of organizational excellence that is founded on an ethical business model. Having a concise CSR approach as a responsible corporate citizen, the company operates sustainably with social and environment considerations at its core. The business model rests on licensing of its software to businesses through enterprise agreement contracts. Practical source of excellence Cost advantage- Cost advantage can be defined as the cost of production for a firm that is lower than its competitor and therefore gives it an advantage. Microsoft enjoys an advantage of cost for its desktop operating software which is used globally (Damodaran 2012). The volumes produced help to push down the cost of production making it difficult for new entrants to compete. Economies of learning translate into improved organizational dexterity and coordination for its global operations. Maximum capacity utilization as a driver of advantages of cost push down the costs associated with installing and closing capacity for the company. Differentiation advantage- This can be defined as the creation of services or goods that are superior than that of the competitor and therefore avails the advantage of being different. Microsoft has managed to maintain an advantage over its competitors with its Office Suite that offers unmatched services. Users of different operating systems such as Mac and Linux still use Microsoft Office as a separate application (Satell 2013).Its ease of use and versatility for both home and office applications makes it different from other similar software. CAGE distance framework- This framework is founded on Cultural, Political, Geographic and Economic differences between nations that impact business entities. Microsoft has been able to overcome the distance of differences by offering products with universal appeal that cuts across cultures, land boundaries and economies. The Microsoft Office Suite has universal application for home and office use despite the above differences (Microsoft Corporation 2017). Another product is the Xbo that crosses boundaries of economics such as bilateral and multilateral arrangements. Business Model Innovation- The company has adopted a new business model based on innovating a new approach. Microsoft has relied on its licensing model of its products to generate revenue over the years. This is changing with a new model that is known as freemium ( Microsoft Corporation Industry Profile 2015). This model moves beyond free trials to a tier on free offering for some of its products. Once the pool of users has grown, revenue will be generated by increased engagement that will be volume based. This transition to a new business model is to ensure that revenues and profit in the long-term are maintained. This transition will ensure market relevance in the face of changing market dynamics in the technology sector. Introduction-Nike Nike is the leading sports footwear and apparel globally with a market share of 22%. Income revenue for 2016 stood at $32 billion which was due to growth in every geographical market (Nike 2017). The brand has been in operation for more than forty years and has been leading through innovation in the sports apparel industry. Through sustainable manufacturing that empowers local communities where it operates, Nike has shown leadership as a corporate citizen. Environmental stewardship has resulted in factory scrap being reused to manufacture premium apparel and footwear. Strong brand recognition has also contributed to the success of Nike with its distinctive logo and use of brand ambassadors to drive growth. Practical cause of excellence Strategic Marketing- Strategic marketing is the way a firm leverage on its core strengths in order to differentiate itself from its competitors. Nike uses two distinct forms of marketing that contributes to its strategic approach. The firm focuses on the high end in its market position and pricing strategy that is buttressed by products which are unique to offer a better value proposition for the customer. Nike (2015) states that the company competes competitively through its direct-to-consumer strategy that rests on the pillars of innovation, speed and direct connection with the end consumer. Business model innovation- the firm has consistently modeled its business with strong brand recognition that uses brand ambassadors. Starting with Michael Jordan, the company has become synonymous with leading sports stars and this helps to reinforce the positioning of being associated with success and industry leader (Matt Dom et al. 2016). The firm has also partnered with other strategic partners such as Apple to innovate new sports technologies that are wearables such as the Apple Watch Nike+ (Apple 2016). Nike leverages on the social and marketing capital of Apple to drive growth in sports wearables. Value chain- Value chain can be defined as the processes that are used by a firm in order to add value to its products or service. The firm leverages its core strengths in its primary and secondary activities of manufacturing. It exercises strong control over its global channels of distribution in order not to dilute brand recognition and premiums. In its secondary activity of procurement, it maintains relations which are progressive and sustainable with its manufacturers. The innovative Flyknit technology ensures that wastage in the designing stage reduces wastage by 60% which translates to savings on cost of production (Nike 2015). The firm ensures sustainability by engaging manufacturing contractors who are compliant with labour and environmental industry best practices. CAGE framework- Nike uses a strategy that seeks to maintain brand premium in every market where it operates. While factoring in the economic distance between the different markets, the firm sets prices that reflect the incomes of its target audience in each geographic market. The prices offered are still well above average in order to maintain the premium attached to the brand. This ensures that there is growth of revenue despite the different markets differing in incomes. It is also a key growth factor for emerging markets such as China which are forecast to be the major revenue driver in the future. Conclusion Competitive strategy is important in positioning companies and firms to market leadership and dominance. Success which is sustainable is also as the result of embracing competitive strategies in a business entity. Advantages in cost, value addition in supply chain are some of the approaches that can be employed. Positioning on brand recognition and leveraging the CAGE framework all contribute in achieving competitive advantages in the industry of operation. Microsoft and Nike have used the above strategies in achieving success in their respective industries. References Apple, 2016, Apple Nike launch the perfect running partner, Apple watch Nike+, viewed 18 August, https://www.apple.com/newsroom/2016/09/apple-nike-launch-apple-watch-nike/ Damodaran, A, 2012,Investment valuation: tools and techniques for determining the value of any asset, New Jersey: Wiley. Mat Dom, SS, Ramli, Hb, Audrey Lim Li, C, Tan Tze, F 2016, 'DETERMINANTS OF THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN ADVERTISEMENT', Journal of Developing Areas, vol. 50, no. 5, pp. 525-535. 'Microsoft Corporation Industry Profile', 2015, Microsoft Corporation: Change in Direction Under Satya Nadella, pp. 1-31. 'Microsoft Corporation', 2017, pp. 1-51. Nike, 2015, Nike, Inc announces new consumer direct offense: a faster pipeline to serve consumers personally, at scale, viewed 18 August 2017, https://news.nike.com/news/nike-consumer-direct-offense Nike, 2017, Nike, Inc reports fiscal 2017 fourth quarter and full year results, viewed 18 August 2017, https://news.nike.com/news/nike-inc-reports-fiscal-2017-fourth-quarter-and-full-year-results Satell, G, 2013, The secret of Microsofts success (and some lessons for Apple), Forbes, viewed 18 August 2017, https://www.forbes.com/sites/gregsatell/2013/04/15/the-secret-of-microsofts-success-and-some-lessons-for-apple/#3e2489f21587 Statista, 2017, Microsoft statistics and facts, viewed 18 August 2017, https://www.statista.com/topics/823/microsoft/

Right To Decide To Live Or To Die Essays - Euthanasia,

Right To Decide: To Live Or To Die Who has the right to say whether a person lives or dies? The person has the right to decide. You are in control of your body and hold your life in your hands, right or wrong you have the option to end your life, and in extreme cases your family has the right to act on your behalf. There is no one who should be able to take this option away from you. Everyone has certain inalienable rights that are guaranteed by the Constitution, and if a person has a right to life then they have a right to death. In 1997, in its decisions in the Washington v. Glucksberg and Vacco v. Quill cases, the U.S. Supreme Court again affirmed the right of competent patients to refuse unwanted medical treatments and to receive adequate pain treatment at the end of life - even if it might hasten death(www.choices.org). The definition of euthanasia is, according to Funk and Wagnalls Standard Dictionary, a painless peaceful death or the putting to death of a person suffering from a fatal disease or the like: also called mercy killing. Euthanasia can be both passive and active. Passive euthanasia is more accepted by society because it is seen more as letting nature take its course rather than killing a person. In passive euthanasia what most commonly happens is a person is taken off life support and allowed to die. It seems so much neater and easy to understand than active euthanasia. The vision of mad doctors with fuzzy white hair sticking out in all directions and laughing as they inject you some fatal drug is scary and a total misconception. After all, this isn't a B-movie. The truth of the matter is that a doctor that the person knows and trusts could give the injection. If it was legalized a person wouldn't need to search out someone like Dr. Jack Kevorkian and his self-execution machine to end t heir lives. They could have it done and feel confident in the doctor's ability. Death is a certainty in life. Why should those who are in great pain and/or are terminal have to wait to die? Why should a patient be forced to live if they think their present standard of life has degenerated to the point of meaningless? A good death...is under the dying person's control and gives that person time to settle debts and fulfill obligations. Achieving closure is important. The term refers to settling differences, healing wounds, and closing gaps in human relationships. Closure is difficult or impossible when the timing of death is uncertain or when the patient is too physically frail or mentally impaired. To most people, a death without closure is a bad death. (Logue/euthanasia.org) Death is a scary subject. A subject that many people don't want to discuss especially when a family member is on the verge. What many people do not realize is that those who are so ill that they can no longer take care of themselves or enjoy the simple things have made peace with the reality of death and are ready to face it. When they are ready to die, they are ready. If the family is not prepared, they cannot ask the ill member to hold on for them. Death is very personal and no one has the right to choose when that person's time is but that person. A dying man needs to die, as a sleepy man needs to sleep, and there comes a time when it is wrong, as well as useless to resist. -Steward Alsop, Stay of Execution So what about those people who cannot speak for themselves? Those people who are vegetables or just unaware of what is going on, being in no mental state to know how to answer this question. There is a point where it no longer becomes feasible to keep someone on life support. The financial, emotional, and physical burden on the members of the family is overwhelming and it cannot be expected of them to keep up that sort of care when there is no hope for recovery. It is not fair to give the family a false hope that the suffering party

Database security and encryption Essay Example

Database security and encryption Essay Introduction Administrations are progressively trusting on the distributed information systems to derive productiveness and efficiency advantages, but at the same clip are going more vulnerable to security menaces. Database systems are an built-in constituent of this distributed information system and keep all the information which enables the whole system to work. A database can be defined as a shared aggregation of logically related informations and a description of this information, designed to run into the information demands of an organisation. A database system is considered as a aggregation of related informations, database direction system ( DBMS ) a package that manages ( define, create and maintain ) and controls the entree to the database, and a aggregation of database application ( s ) a plan that interacts with the database at some point in its executing ( typical illustration is a SQL statement ) along with the DBMS and the database itself [ 1 ] . Administrations have adopted database systems as the key informations direction engineering for decision-making and daily operations. Databases are designed to keep big sums of informations and direction of information involves both specifying constructions for storage of information and providing mechanisms for use of information. As the information is to be shared among several users the system must avoid anomalous consequences and guarantee the safety of the information stored despite system clangs and efforts at unauthorised entree. The informations involved here can be extremely sensitive or confidential, therefore doing the security of the informations managed by these systems even more important as any security breach does non impact merely a individual application or user but can hold black effects on the full administration. A figure of security techniques have been suggested over the period of clip to undertake the security issues. These can be classified as entree control, illation control, flux control, and encoding. 1.1 A Short History We will write a custom essay sample on Database security and encryption specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Database security and encryption specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Database security and encryption specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Get downing from the twenty-four hours one when database applications were build utilizing hierarchal and web systems to today s day of the month when we have so many different database systems like relational databases ( RDBMS ) , object-oriented databases ( OODBMS ) , object-relational databases ( ORDBMS ) , eXtended Query ( XQUERY ) ; one factor which was, is, and will be of the extreme importance is the security of the informations involved. Data ever has been a valuable plus for companies and must be protected. Organizations spend 1000000s these yearss in order to accomplish the best security criterions for the DBMS. Most of an organisations sensitive and proprietary informations resides in a DBMS, therefore the security of the DBMS is a primary concern. When we talk of procuring a DBMS, this is with regard to both the internal and the external users. The internal users are the organisation employees like database decision makers, application developers, and terminal users who m erely use the application interface, which fetch its informations from one of the databasesand the external users can be the employees who do non hold entree to the database or an foreigner who has nil to make with the organisation. The other factors which has made informations security more important is the recent rapid growing of the web based information systems and applications and the construct of nomadic databases. Any knowing or inadvertent event that can adversely impact a database system is considered as a menace to database and database security can be defined as a mechanism that protects the database against such knowing or inadvertent menaces. Security breaches can be classified as unauthorised informations observation, wrong information alteration, and informations inaccessibility, which can take to loss of confidentiality, handiness, unity, privateness, and larceny and fraud. Unauthorized informations observation consequences in revelation of information to users who might non be entitled to hold entree to such sort of information.A Incorrect data alteration intentional or unwilled leaves the database in an wrong province. Datas can halter the functionality of an full organisation in a proper manner if non available when needed. Thus the security in footings of databases can be loosely classified into entree security and internal security. Access security refers to the mechanisms implem ented to curtail any kind of unauthorised entree to the database ; illustrations can be authorization methods such as every user has a alone username and watchword to set up him as a legitimate user when seeking to link to the database. When the user tries to link to the database the login certificates will be checked against a set of usernames and watchword combinations setup under a security regulation by a security decision maker. Internal security can be referred to as an excess degree of security, which comes into image if person has already breached the entree security such as acquiring clasp of a valid username and watchword, which can assist acquiring entree to the database. So the security mechanism implemented within the database such as coding the informations inside the database can be classed as internal security, which prevents the information to be compromised even if person has got unauthorised entree to the database. Every organisation needs to place the menaces they might be subjected to and the later appropriate security programs and countermeasures should be taken, taking into consideration their execution costs and effects on public presentation. Addressing these menaces helps the endeavor to run into the conformity and hazard extenuation demands of the most regulated industries in the universe. 1.2 How Databases are Vulnerable Harmonizing to David Knox [ 2 ] , Procuring the Database may be the individual biggest action an organisation can take, to protect its assets . Most normally used database in an endeavor organisation is relational database. Data is a valuable resource in an endeavor organisation. Therefore they have a really strong demand of purely commanding and pull offing it. As discussed earlier it is the duty of the DBMS to do certain that the information is unbroken secure and confidential as it the component which controls the entree to the database. Enterprise database substructure is capable to an overpowering scope of menaces most of the times. The most common menaces which an Enterprise Database is exposed to are: Excessive Privilege Abuse when a user or an application has been granted database entree privileges which exceeds the demands of their occupation maps. For illustration an academic institute employee whose occupation merely requires merely the ability to alter the contact information for a pupil can besides alter the classs for the pupil. Legitimate Privilege Abuse legitimate database entree privileges can besides be abused for malicious intents. We have two hazards to see in this state of affairs. The first 1 is confidential/sensitive information can be copied utilizing the legitimate database entree privilege and so sold for money. The 2nd one and possibly the more common is recovering and hive awaying big sums of information on client machine for no malicious ground, but when the information is available on an end point machine instead than the database itself, it is more susceptible to Trojans, laptop larceny, etc. Privilege Elevation package exposures which can be found in stored processs, constitutional maps, protocol executions or even SQL statements. For illustration, a package developer can derive the database administrative privileges by working the exposures in a constitutional map. Database Platform Vulnerabilities any extra services or the operating system installed on the database waiter can take to an authorised entree, informations corruptness, or denial of service. For illustration the Blaster Worm which took advantage of exposure in Windows 2000 to make denial of service. SQL Injection the most common onslaught technique. In a SQL injection onslaught, the aggressor typically inserts unauthorised questions into the database utilizing the vulnerable web application input signifiers and they get executed with the privileges of the application. This can be done in the internal applications or the stored processs by internal users. Access to full database can be gained utilizing SQL injectionA A Weak Audit a strong database audit is indispensable in an endeavor organisation as it helps them to carry through the authorities regulative demands, provides research workers with forensics link interlopers to a offense discouraging the aggressors. Database Audit is considered as the last line of database defence. Audit informations can place the being of a misdemeanor after the fact and can be used to associate it to a peculiar user and mend the system in instance corruptness or a denial of service onslaught has occurred. The chief grounds for a weak audit are: it degrades the public presentation by devouring the CPU and disk resources, decision makers can turn off audit to conceal an onslaught, organisations with assorted database environments can non hold a uniform, scalable audit procedure over the endeavor as the audit procedures are alone to database waiter platform Denial of Service entree to web applications or informations is denied to the intended users. A simple illustration can be crashing a database waiter by working exposure in the database platform. Other common denial of service techniques are data corruptness, web implosion therapy, server resource overload ( common in database environments ) . Database Protocol Vulnerabilities SQL Slammer worm took advantage of a defect in the Microsoft SQL Server protocol to coerce denial of service conditions. It affected 75,000 victims merely over 30 proceedingss dramatically decelerating down general cyberspace traffic. [ Analysis of BGP Update Surge during Slammer Worm Attack ] Weak Authentication obtaining legitimate login certificates by improper manner contributes to weak hallmark strategies. The aggressors can derive entree to a legitimate users login inside informations by assorted ways: by repeatedly come ining the username/password combination until he finds the one which works ( common or weak watchwords can be guessed easy ) , by converting person to portion their login certificates, by stealing the login certificates by copying the watchword files or notes. Backup Data Exposure there are several instances of security breaches affecting larceny of database backup tapes and difficult discs as this media is thought of as least prone to onslaught and is frequently wholly unprotected signifier onslaught [ 3 ] . All these security menaces can be accounted for unauthorised informations observation, wrong informations alteration and informations inaccessibility. A complete information security solution must take into consideration the secrecy/confidentiality, unity and handiness of informations. Secrecy or confidentiality refers to the protection of informations against unauthorised revelation, unity refers to bar of wrong informations alteration and handiness refers to bar of hardware/software mistakes and malicious informations entree denials doing the database unavailable. 1.3 Security Techniques As organisations increase their acceptance of database systems as the key informations direction engineering for daily operations and decision-making, the security of informations managed by these systems has become important. Damage and abuse of informations affect non merely a individual user or application, but may hold black effects on the full organisation. There are four chief control steps which can be used to supply security of informations in databases. These are: Access Control Inference Control Flow Control Data Encoding Chapter 2 Literature Review Secure and secret agencies of communicating has been ever desired for in the field of database systems. There is ever a possibility of interception by a party outside of the sender-receiver sphere when information is transmitted. Modern digital-based encoding methods form the footing of today s universe database security. Encoding in its earlier yearss was used by military and authorities organisations to ease secret information but in present times it is used for protecting information within many sorts of civilian systems. In 2007 the U.S. authorities reported that 71 % of companies surveyed utilised encoding or some of their informations in theodolite [ 4 ] . 2.1 Encoding Encoding is defined as the procedure of transforming information ( plaintext ) utilizing an encoding algorithm ( cypher ) into indecipherable signifier ( encrypted information called as ciphertext ) doing it unaccessible to anyone without possessing particular cognition to decode the information. The encryption of the informations by a particular algorithm that renders the informations indecipherable by any plan without the decoding key , is called encoding [ 1 ] . The codification and cypher are the two methods of coding informations. The encoding of informations or a message is accomplished by one, or both, of the methods of encoding or coding. Each involves distinguishable methodological analysiss and the two are differentiated by the degree at which they are carried out. Encoding is performed at the word or block degree and trades with the use of groups of characters. Coding plants at the character degree. This includes scrambling single characters in a message, referred to as heterotaxy, and permutation, or replacing characters with others. Codes by and large are designed to replace full words or blocks of informations in a message with other words or blocks of informations. Languages can be considered codifications, since words and phrases represent thoughts, objects, and actions. There are codifications that replacement full phrases or groups of Numberss or symbols with others. A individual system may use both degrees of encoding. For il lustration, see a codification encoding strategy as follows: the = jam, adult male = barn, is = fly, unsafe = remainder. Then the message, the adult male is unsafe, would read in encrypted signifier, jam barn fly remainder. Although overly-simplistic, this illustration illustrates the footing of codifications. With the coming of electrical-based communications, codifications became more sophisticated in reply to the demands of the systems. For illustration, the innovations of Morse codification and the telegraph dictated a demand for unafraid transmittal that was more sophisticated. Codes are really susceptible to interrupting and possess a big exposure surface with respect to interception and decoding via analysis. Besides, there are no easily-implemented agencies by which to observe breaches in the system. The other method of encoding is the cypher. Alternatively of replacing words or blocks of Numberss or symbols with others, as does the codification, the cypher replaces single o r smaller sets of letters, Numberss, or characters with others, based on a certain algorithm and key. Digital information and information, including picture, sound, and text, can be separated into groups, or blocks, of spots, and so manipulated for encoding by such methods as XOR ( sole OR ) , encoding-decoding, and rotary motion. As an illustration, allow us analyze the rudimentss of the XOR method. Here, a group of spots ( e.g. , a byte ) of the information is compared to a digital key, and the exclusive-or operation is performed on the two to bring forth an encrypted consequence. Figure 2 illustrates the procedure. Figure 2: The XOR procedure for Encoding When the exclusive-or operation is performed on the plaintext and key, the ciphertext emerges and is sent. The receiving system performs the exclusive-or operation on the ciphertext and the same key, and the original plaintext is reproduced [ 5 ] . Encoding can be reversible and irreversible. Irreversible techniques do non let the encrypted informations to be decrypted, but at the same clip the encrypted informations can be used to obtain valid statistical information. Irreversible techniques are seldom used as compared to the reversible 1s. The whole procedure of conveying informations firmly over an insecure web system is called as cryptosystem that includes u An encoding key to code the information ( plaintext ) u An encoding algorithm that transforms the plaintext into encrypted information ( ciphertext ) with the encoding key u A decoding key to decode the ciphertext u A decoding algorithm that transforms the ciphertext back into plaintext utilizing the decoding cardinal [ 1 ] . 2.2 Encoding Techniques The ends in digital encoding are no different than those of historical encoding strategies. The difference is found in the methods, non the aims. Secrecy of the message and keys are of paramount importance in any system, whether they are on parchment paper or in an electronic or optical format [ 5 ] . Assorted encoding techniques are available and loosely can be classified into two classs ; asymmetric and symmetric encoding. In symmetric encoding the transmitter and receiving system portion the same algorithm and key for encoding and decoding and depends on safe communicating web for encoding cardinal exchange whereas in asymmetric encoding uses different keys for encoding and decoding. Asymmetrical encoding gave birth to the construct of public and private keys and is preferred to symmetric encoding being more secure [ 1 ] , [ 5 ] . 2.2.1 Symmetrical Encoding Symmetrical encoding besides known as single-key encoding or conventional encoding was the lone encoding and by far the most widely used of the two types before the construct of public-key encoding came into image. The figure below illustrates the symmetric encoding procedure. The original message ( plaintext ) is converted into seemingly random information ( ciphertext ) utilizing an algorithm and a key. The key is a value independent of the plaintext. The algorithm produces different end products for specific keys used at the clip i.e. the end product of the algorithm alterations if the key is changed. The ciphertext produced is so transmitted and is transformed back to the original plaintext by utilizing a decoding algorithm and the same key that was used for encoding. Figure: Simplified Model of Conventional Encryption [ 7 page 22 ] The theoretical account can be better understood by the undermentioned illustration. A beginning produces a message X = [ X1, X2, X3 aˆÂ ¦XM ] in plaintext. The M elements of Ten are letters in some finite alphabet. The alphabet normally consisted of 26 capital letters traditionally but today ; binary alphabet { 0,1 } is used. An encoding key K = [ K1, K2, K3 aˆÂ ¦.KJ ] is generated and is shared between the transmitter and the receiving system utilizing a secure channel. Besides a 3rd party can bring forth the encoding key and firmly present it to both the transmitter and the receiving system. Using the plaintext Ten and the encoding cardinal K as input, the encoding algorithm produces the ciphertext Y = [ Y1, Y2, Y3 aˆÂ ¦.YN ] as Y = EK ( X ) where Tocopherol is the encoding algorithm and the ciphertext Y is produced as the map of the plaintext X utilizing E. At the receiving system s terminal the ciphertext is converted back to the plaintext as Ten = DK ( Y ) where D is the decoding algorithm. Figure: Model of Conventional Cryptosystem [ 7 page 23 ] The common symmetric block cyphers are Data Encryption Standard ( DES ) , Triple DES, and Advanced Encryption Standard ( AES ) 2.2.1.1 The Data Encryption Standard Data Encryption Standard has been used in the most widely used encoding strategies including Kerberos 4.0. The National Bureau of Standards adopted it as a criterion in 1977 [ 7 ] . DES operates on 64-bit blocks utilizing a 56-bit key. Like other encoding strategies, in DES there are two inputs to the encoding map, the plaintext to be encrypted and the key. The plaintext should be of 64 spots in length and the cardinal length is 56 spots obtained by depriving off the 8 para spots, disregarding every 8th spot from the given 64-bit key. The end product from the algorithm after 16 unit of ammunitions of indistinguishable operations is the 64-bit block of ciphertext. A suited combination of substitutions and combinations ( 16 times ) on the plaintext is the basic edifice block of the DES. Same algorithm is used for both encoding and decoding except for treating the cardinal agenda in the contrary order [ 6 ] , [ 7 ] . The 64-bit plaintext is passed through an initial substitution ( IP ) that produces a permuted input by rearranging the spots. This is followed by16 unit of ammunitions of the same map, which involves both substitution and permutation functions.A The last unit of ammunition consequences in the end product dwelling of 64-bits that are a map of the input plaintext and the key. The left and the right halves of the end product are swapped to bring forth the preoutput. The preoutput is passed through a concluding substitution ( IP-1 ) , an opposite of the initial substitution map to accomplish the 64-bit ciphertext. The overall procedure for DES is explained in the diagram below Figure: General Depiction of DES Encryption Algorithm [ 7 page 67 ] The right manus side of the diagram explains how the 56-bit key is used during the procedure. The key is passed through a substitution map ab initio and so for each of the 16 rounds a subkey ( Ki ) is generated, by uniting left round displacement and a substitution. For every unit of ammunition the substitution map is same, but the subkey is different because of the perennial loop of the cardinal spots. Since the acceptance of DES as a criterion, there have ever been concerns about the degree of security provided by it. The two countries of concern in DES are the cardinal length and that the design standard for the internal construction of the DES, the S-boxes, were classified. The issue with the cardinal length was, it was reduced to 56 spots from 128 spots as in the LUCIFER algorithm [ add a new mention ] , which was the base for DES and everyone suspected that this is an tremendous lessening doing it excessively short to defy brute-force onslaughts. Besides the user could non be made certain of any weak points in the internal construction of DES that would let NSA to decode the messages without the benefit of the key. The recent work on differential cryptanalytics and subsequent events indicated that the internal construction of DES is really strong. 2.2.1.2 Triple DES Triple DES was developed as an option to the possible exposure of the criterion DES to a brute-force onslaught. It became really popular in Internet-based applications. Triple DES uses multiple encodings with DES and multiple keys as shown in the figure [ below ] . Triple DES with two keys is comparatively preferable to DES but Triple DES with three keys is preferable overall. The plaintext P is encrypted with the first key K1, so decrypted with the 2nd cardinal K2 and so eventually encrypted once more with the 3rd cardinal K3.According to the figure the ciphertext C is produced as C = EK3 [ DK2 [ EK1 [ P ] ] ] These keys need to be applied in the contrary order while decoding. The ciphertext degree Celsius is decrypted with the 3rd key K3 foremost, so encrypted with the 2nd key K2, and so eventually decrypted once more with the first cardinal K1 ; besides called as Encrypt-Decrypt-Encrypt ( EDE ) manner, bring forthing the plaintext P as P = DK1 [ EK2 [ DK3 [ C ] ] ] Figure: Triple DES encryption/decryption [ 6 page 72 ] 2.2.1.3 Advanced Encryption Standard 2.3 Encoding in Database Security Organizations are progressively trusting on, perchance distributed, information systems for day-to-day concern ; hence they become more vulnerable to security breaches even as they gain productiveness and efficiency advantages. Database security has gained a significant importance over the period of clip. Database security has ever been about protecting the information information in the signifier of client information, rational belongings, fiscal assets, commercial minutess, and any figure of other records that are retained, managed and used on the systems. The confidentiality and unity of this information needs to be protected as it is converted into information and cognition within the endeavor. Core endeavor informations is stored in relational databases and so offered up via applications to users. These databases typically store the most valuable information assets of an endeavor and are under changeless menace, non merely from the external users but besides from the legitimate users such as sure insiders, ace users, advisers and spouses or possibly their unprotected user histories that compromise the system and take or modify the information for some inappropriate intent. To get down with, sorting the types of information in the database and the security needs associated with them is the first and of import measure. As databases are used in a battalion of ways, it is utile to hold some of the primary maps characterized in order to understand the different security demands. A figure of security techniques have been developed and are being developed for database security, encoding being one of them. Encoding is defined as the procedure of transforming information ( plaintext ) utilizing an encoding algorithm ( cypher ) into indecipherable signifier ( encrypted information called as ciphertext ) doing it unaccessible to anyone without possessing particular cognition to decode the information. The encryption of the informations by a particular algorithm that renders the informations indecipherable by any plan without the decoding key , is called encoding [ 1 ] . 2.3.1 Access Encoding There are multiple grounds for entree control to confidential information in endeavor computer science environments being disputing. Few of them are: First, the figure of information services in an endeavor computer science environment is immense which makes the direction of entree rights indispensable. Second, a client might non cognize which entree rights are necessary in order to be granted entree to the requested information before bespeaking entree. Third, flexible entree rights including context-sensitive restraints must be supported by entree control Access control strategies can be loosely classified in two types: proof-based and encryption-based entree control schemes. In a proof-based strategy, a client needs to piece some entree rights in a cogent evidence of entree, which demonstrates to a service that the client is authorized to entree the requested information . Proof-based entree control is preferred to be used for scenarios where client specific entree rights required are flexible. It becomes easy to include support for restraints if the entree rights are flexible. However, it is non the same instance for covert entree demands. Harmonizing to the bing designs, it is assumed that a service can inform a client of the nature of the needed cogent evidence of entree. The service does non necessitate to turn up the needed entree rights, which can be an expensive undertaking, in proof-based entree control strategy. [ 9 ] In an encryption-based access-control strategy, confidential information is provided to any client in an encrypted signifier by the service. Clients who are authorized to entree the information have the corresponding decoding key. Encryption-based access-control strategy is attractive for scenarios where there are tonss of questions to a service screening the service from holding to run client-specific entree control. As compared to proof-based entree control it is straightforward to add support for covert entree demands to bing encryption-based architectures. In peculiar, all the information is encrypted by the service as usual, but the client is non told about the corresponding decoding key to utilize. The client has a set of decoding keys, the client now needs to seek this set for a duplicate key. On the other manus, sing that cardinal direction should stay simple, it is less straightforward to add support for restraints on entree rights to the proposed architectures. [ 10 ] 2.3.1.1 Encryption-Based Access Control Encryption-based entree control is attractive, in instance there are tonss of petitions for the same information, as it is independent of the single clients publishing these petitions. For illustration, an information point can be encrypted one time and the service can utilize the ciphertext for replying multiple petitions. However, covering with restraints on entree rights and with coarseness cognizant entree rights becomes hard with the unvarying intervention of petitions. Further challenges are presented in instances of covert entree demands and service-independent entree rights. The chief demands for encoding based entree control are: u Any cognition about the used encoding key or the needed decoding key must non be revealed by the encrypted information. u For decoding encrypted information, each value of a restraint must necessitate a separate key that should be accessible merely under the given constraint/value combination and we want a strategy that supports hierarchal restraints to do cardinal direction simple. u The decoding key for farinaceous information should be derivable from the key for powdered information to further simplify cardinal direction. u A individual decoding key will be used to decode the same information offered by multiple services as implied by the service-independent entree rights. Because of this, same information can be accessed by a service coding information offered by other services in a symmetric cryptosystem. This job can be avoided by utilizing asymmetric cryptosystem. [ 8 ] 2.3.1.2 Encryption-Based Access Control Techniques An access-control architecture will be an ideal one if the entree rights are simple to pull off ; the system is constrainable and is cognizant of coarseness. The architecture besides has to be asymmetric, provide identity, and be personalizable in the instance of proof-based entree control. Some common encryption-based entree control techniques are: Identity Based Encryption An identity-based encoding strategy is specified by four randomised algorithms: u Apparatus: takes a security parametric quantity K and returns system parametric quantities and master-key. The system parametric quantities include a description of a finite message infinite m and a description of a finite ciphertext infinite c. Intuitively, the system parametric quantities will be publically known, while the master-key will be known merely to the Private Key Generator ( PKG ) . u Infusion: takes as input system parametric quantities, master-key, and an arbitrary ID I µ { 0,1 } * , and returns a private key d. ID is an arbitrary twine which is so used as a public key, and vitamin D is the corresponding private decoding key. The Extract algorithm extracts a private key from the given public key. u Encrypt: takes as input system parametric quantities, ID, and M I µ m. It returns a ciphertext C I µ degree Celsius. u Decrypt: takes as input system parametric quantities, C I µ degree Celsius, and a private key d. It returns M I µ m. Standard consistence restraint must be satisfied by these algorithms, particularly when vitamin D is the private key generated by algorithm Extract when it is given ID as the public key, so a?ˆ M I µ m: Decrypt ( params, vitamin D ) = M where C = Encrypt ( params, ID, M ) A A [ 11 ] Hierarchical Identity-Based Encryption One of the first practical IBE strategy was presented by Boneh and Franklin. Gentry and Silverberg [ 7 ] introduced Hierarchical Identity-Based Encryption strategy based on Boneh and Franklin s work. In HIBE, private keys are given out by a root PKG to the bomber PKGs, which so in bend distribute p

Free Essays on Population Control Is Needed

Population Control is Needed Brenda Platt paper lobal Warming and Population explores ways in which population growth could cause global warming, and if population control should be a central strategy in stabilizing global environmental change. Platt illustrates how population growth is a factor through the increase in resources, which creates an increase in greenhouse gas emissions. She also uses arguments from other authors (Ehrlich vs. Simon debate) to give an insight into others opinions. I believe the information given is not enough to make a decision on population control, which is needed. Platt essay gives more than enough evidence on how we are creating global warming through overpopulation, but the essay needed to include more on what will happen if our global population isn taken into consideration. This information was important to include: here are good physical reasons to suggest that more intense storms (hurricanes) could result from global warming some researchers believe that global warming is foreshadowing a coming ice-age. and the ultimate end of existence of Earth and man (geocities.com/TimesSquare/1848/global.html). In conclusion, Platt believes that population control should not be considered the central strategy in protecting the global environment. She believes that we should be creating family planning programs to empower women to make rational choices for themselves and their families. All countries are of different religions and beliefs and there will always be an individual or group who does not accept certain controls. I believe that every country should enforce a plan of action to change population control and with an outcome of changing the direction to which our planet is heading.... Free Essays on Population Control Is Needed Free Essays on Population Control Is Needed Population Control is Needed Brenda Platt paper lobal Warming and Population explores ways in which population growth could cause global warming, and if population control should be a central strategy in stabilizing global environmental change. Platt illustrates how population growth is a factor through the increase in resources, which creates an increase in greenhouse gas emissions. She also uses arguments from other authors (Ehrlich vs. Simon debate) to give an insight into others opinions. I believe the information given is not enough to make a decision on population control, which is needed. Platt essay gives more than enough evidence on how we are creating global warming through overpopulation, but the essay needed to include more on what will happen if our global population isn taken into consideration. This information was important to include: here are good physical reasons to suggest that more intense storms (hurricanes) could result from global warming some researchers believe that global warming is foreshadowing a coming ice-age. and the ultimate end of existence of Earth and man (geocities.com/TimesSquare/1848/global.html). In conclusion, Platt believes that population control should not be considered the central strategy in protecting the global environment. She believes that we should be creating family planning programs to empower women to make rational choices for themselves and their families. All countries are of different religions and beliefs and there will always be an individual or group who does not accept certain controls. I believe that every country should enforce a plan of action to change population control and with an outcome of changing the direction to which our planet is heading....

Classroom Assessment Paper Research Example | Topics and Well Written Essays - 1000 words

Classroom Assessment - Research Paper Example There are five types of teacher made tests available, the first is the Multiple Choice Type. The test consists of items, which posses three or more plausible answer options available. This test is one of the best forms of testing. The test is objective and flexible a, therefore, preferred for that. â€Å"Multiple-choice items are the most popular, most flexible, and most widely used of the traditional items† (Catherine, 2005, p. 192). This test is applicable in the test of vocabulary, interpretation of graphs, relationship, formulas, and tables, reading comprehension and drawing inferences from a set of data. The second type is an analogy. It consists of items of a pair of terms, which relates to one another. The designation is to evaluate the ability of the children to match the pair in the relationship between the first groups to the second one. The relationship between the two groups may be according to cause and effect or purpose (John, 2005). The third type is the rearran gement type, which consists of multiple options and requires logical or chronological rank. The fifth type is the matching type, which has two columns in which correct observation of two related things. The task here is matching the first column with column two. It has two types that include the balanced and the unbalanced. The balanced type has an equal number on both sides while the latter consist of a large number of items on one side. â€Å"If students can figure out the answer to an item or question because of clues in the item or the test or because of problematic item formats, then you will not know what students truly understand† (Catherine, 2005, p. 191). Objectives and goals At the completion of the class, the child among other things should be able to describe the life cycle of animals, which is from birth all the way to death including reproduction. The child should also be in a position to compare life cycles of different animals. The child will also learn about the weather its changes and the effects on the environment and the tools used in the measurement of the weather. The next objective of the subject will be to enable the child to develop an understanding of the three states of matter and the changes in the states because of heating and cooling. The other goal of the lesson includes the concept of sound, its production transmission, and a change in frequency. In essence, the children should have acquired knowledge on the life cycles of animals, the animals’ habitats, and what they eat. The children should also be conversant with the basic elements of the environment, which include matter. Lesson plan Topic one: physical science Solid classification on terms of the materials used to make them, classification of liquids using their physical appearance and describing the observable properties of liquids. This also includes the identification of substances in solid mixtures, and ways of separating them. Show how moving objects exhi bit different types of motion. Predict effects of a magnet on other objects. Differentiate the various pitches of sound. Topic two: life science The children should learn the classification of plants according to their differences and similarities, to classify human beings and animals according to their differences and similarities. Description of the plant life cycles especially flowering plants. The children sho

Food crisis Essay Example | Topics and Well Written Essays - 1250 words

Food crisis - Essay Example Adverse weather condition is associated with the increasing cost of goods due to prevailing lack of supplies or production. Krugman tries to emphasize that the origin and implication of food crisis is traced back to changing climate which resulted further to droughts and floods. The intense heat is said to be the reason why there is an ample amount of water vapor in the atmosphere. This is said to result to heavy raining which causes flood in certain parts of the world especially in the tropics. Krugman believes that this slows down food production that eventually becomes the greatest contributing factor of the recent food crisis. The issue of changing climate may not be far as reason to contribute to food crisis. In fact, the very thought about changing weather condition to affect food production and supply is very relevant enough as a reason. Heavy rain, typhoon and other environmental impacts brought by changing climate all over the world may not be far enough to affect production and supply of food. However, it seems that the issue of changing weather condition is just only in addition to the problem of food crisis. It cannot be entirely considered as the root cause of the problem on the lack of food production or supply in the world. There are prior issues to this that need to be considered that eventually have contributed to global food crisis. Population increase Food crisis is caused by rapidly increasing population in the world (Grigg, 1980). This is the reason why there is a need to come up with biotechnology and other related technological innovation in order to increase production and supply of foo d. Food production is necessary in order to meet the spiraling forward demand of the people. Increasing food production is eventually the answer to the number of world’s population and the corresponding demand for food. With biotechnology for instance, it has become a good idea to promote genetic modification of some plants and domestic animals in order to enhance their characteristics to eventually ensure more production. For instance, with BT corn technology, the plant’s characteristics are enhanced and improved to fight harmful pests and diseases. The result would be to enhance growth and production. There are certainly diseases of the corn that can be prevented when some genetic modification has to be implemented. This is just one of the good promises of advancing food production through innovation with science and technology. In short, the need to come up with this or undergo this level of process is highly associated with the rising demand for food because of the increase and demand of the world as its population continues to grow in number year after year. The world’s population in 2008 is different from 2010’s or 25 years from the past. There is certainly corresponding increase in number of the world’s population and this is a great contributing factor why shortage of food has become eminent. There are more people to be fed. This contributes to social, political and economic concerns of a nation. In general, this specific event calls for social, economic and political concerns as well. The issue of distribution Some says that food crisis is caused by significantly simple political and economical issue more than anything else. There are some countries that are said to be not so willing to distribute to the world what they essentially have with them. This primarily involves the issue of food distribution. There is reputed issue about food distribution today and from the past. This makes food crisis not just a matter of availability of food but of distribution. Some countries eventually are not that willing to share what they have especially the raw materials in food production. China for instance is

E-Business Research Paper Example | Topics and Well Written Essays - 4750 words

E-Business - Research Paper Example In the competitive world of business, the existing business organisations are trying to achieve a sustainable competitive advantage that strives to ensure a sustainable growth for the organisation. The prevailing scenario of the business world is the outcome of multiple factors where globalisation plays a very crucial role. Globalisation has itself offered better opportunities for trade and commerce as it has helped to enhance international trade. Moreover, the technological advancement is another key factor that has contributed significantly towards the growth prospect. The world economies have experienced a massive development in the fields of information & communication technology, transportation, infrastructure, research & development etc. All these improvements have changed the entire social and economic arena and now the entire business world is successfully incorporating and utilising these technical improvements to gain a better and sustainable competitive advantage over the prevailing highly competitive business world. In this regard, e-business and e-commerce are two most crucial technological developments that have revolutionised the entire business world. The present day businesses have recognised the potential for e-business and e-commerce and most of them have already identified and incorporated e-business and e-commerce as an integral part of their strategic management.

Growing Up As A Catholic

Growing Up As A Catholic Growing up, my family practiced the catholic faith. My parents educated me as Catholic and I attended a Catholic School for women. I never really experienced another kind of faith but Catholic; all my friends and people around me were from the same church. Im from Panama a Latin country, where 80% of the population is Catholic, the rest is divided between: Evangelist, Mormons, Baptist, etc., just to name a few. When I became an adult, have had Jewish, Muslim and without affiliations, and also I have been in Indian and Jewish religious weddings. Im currently enrolled in Campbell University, and one of my curses is REL-125. I was assigned to attend a religious service different than mine. I had a few options, but I decided to go First Baptist Church Stedman on Sunday morning. First Baptist Church Stedman, is located at 6921 Clinton Rd. The whole church itself was ok. The Usher, the first person I see when I entered the church greet me and welcomed me and also handle me, the bulletin an d an envelope attached. It was a well organized congregation of around 50 people, not too many to look around like you usually see in a Catholic church. I saw a cross but the cross did not have Jesus on it. Everyone who was there was very well dresses; ladies wearing hats and nice dresses and man wearing formal suit. Even the preacher was dressed in formal attire. The choir was spectacular, is the best word to describe it, very organized and the congregation seems to know the songs and enjoyed. It was very entertaining the form of worship they used through the singing. They sang a lot of songs, after every interval described in the program. When the service started, one of the church attendees read the Opening Selection followed by Pastors Invocation and welcome everybody. One thing that called my attention was, every time they sing it was a five minutes song. They worshiped God on each one. I dont notice that until later, and I was wondered how long is the service. As they end the singing another church attendant read the Responsive Reading, they gave all the attendant an additional page attached to the bulletin, entitled: The Resurrection of Jesus in Matthew 28:1-8. The Priest instructed everybody to stand up and the Choir sang another song, followed by the reading of the scripture: For in hope we were saved. Now hope that is seen is not hoping For who hope for what is seen? However, if we hope for what we do not see, we wait for it with patience. When he finished reading it, they prayed followed by the Church Vision Statement that says: First Baptist Church Stedman will be a church in the community that transforms the community, and will make it our aim to reconcile as many individuals as we can to God through the gospel of our Lord and Savior Jesus. Â  At that moment, Im still wondering whats the envelope for. Differently, as we do in Catholic church, I was waiting for the pastor speech. They read the announcements for the community. It was like a fifteen-minute announcement, after that they called the visitors to stand up. At this time, I have been at that church around an hour and fifteen minutes. I stand and introduced myself as a visitor. The entire congregation came over to greet every single visitor, as to welcome them personally. Pastors Brief, I was wondering what is that? It was the replay of the announcements but now by the pastor. And then, the Tithes Offering start, thats when I realized, whats the envelope for? I have to put money on it with my name and address, of course I dont have the interest to be part of that church, so I just walk to the front and put the envelope on a basket. Suddenly, the priest everybody to stand up and read the scripture again followed by the Sermon. It was lengthy and noisy, but presen ted and explained very well. It was good it was about faith. It made me realize that no matter how things may look wo keep believing and expecting good things from God; dont give up. Hope is expectancy; there is no hope if we always know what God has for us. Real hope says: God will touch me. We got to be patient, and when we are patient God will come to our rescue. He may not be there when you want it, but it will be there on time when you need it. I enjoyed. More singing, and then, the priest called those one seeking salvation to come forward. There a few people who went forward, and he starts praying with his hand over their head; after praying with a lady, she is faint, I dont know what happened, I thought to that only happen on TV shows. It was a very long and unexpected religious service. As we were blessed, the pastor walk outside first and stood in the front of the church to greet and say goodbye to the congregation. As I walk outside he approached me and start asking me que stions like: Where I live, Where I come from? And then say We are very grateful you attend our service today, we hope to see you next Sunday. I know there are a lot of different kinds of Baptist church, I dont just generalize all of them with one experience, but I dont think I will return any time soon.

Which Factors Make Advertising Effective?

EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 Which factors make advertising effective? A marketing literary review based on the Hierarchy of Effects, with a focus on the role of Music in Advertising Report by Onofri S. S00603638 Word Count: 2364 Supervisor Prof. Gordon Bowen Advertising and Media in the Marketing Environment (MKT5A5) 1 Summary Abstract †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 2 A Basic Condition †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 The HoE model: t hree responses to be aroused †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. ) Cognitive Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2) Affective Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3) Conative Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. The role of Music in Advertising 1) Cognitive Purpose 2) Affective Purpose 3) Conative Purpose RECOMMENDATIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 5 6 7 9 9 9 9 10 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. CONCLUSIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 Appendices †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 13 List of References 2 ABSTRACT â€Å"What makes advertising effective? : this Report aims to answer this essential issue beca use it is the key for achieving –or not- the goals pursued by every company that invests in advertising. The general question has been divided in three areas, depending on the type of consumer’s response that advertising aims to arouse: cognitive, affective or conative, according to the famous Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use can help to achieve efficacy in advertising.Five recommendations are identified through the report. Advertisers should first choose the media mix able to reach as many consumers as possible from the target audience (Ogilvy, 1985). Using appealing creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick, 2005) is required to pass successfully through all the selective phases of consumers’ influence process, in order to make them memorize the contents of adv ertising. Music can be very helpful both for gaining consumers’ attention and giving a mnemonic quality to the message (Sutherland, 2008).An effective way to build an emotional link with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the point that they can become part of consumers’ cultural background of people (Sutherland, 2008). It is necessary to understand how the purchasing decision is taken by consumers in order to affect their behaviour; the FCB matrix by Vaughn (1986) identifies four types of purchasing process and suggests the quantity and quality of information to provide for each of them in order to have an impact on the decision making process.Since music sets up an entertaining mood, its use appears to be appropriate for the feel products and not for the think products (Arens et Al, 2011). As most of these factors refers to the ability of understanding consumers’ minds, the report has confirmed tha t psychology represents a basic support for marketing functions as the making of effective advertising (Foxall et Al, 1998). 3 INTRODUCTION This paper aims to identify the factors which make advertising effective.The research starts stating a basic condition then, since â€Å"efficacy is the ability to bring about the intended result† (Oxford dictionary, 2007), the report analyses which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered pivotal in the communication process. Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumers is cognitive, affective or conative.The report then operates a specific analysis on the role of Music in advertising, showing how music can be a very useful tool to reach efficacy (Sutherland, 2008) for all the three pursued responses shown previ ously. Recommendations and Conclusions about the topic complete the analysis. Practical examples chosen among the most famous companies provide evidence to the theoretical analysis; further examples can be found in the appendices. This research has been performed through the method of the literary review: books, papers and articles of famous Marketers and Psychologists are used as sources.A Basic Condition Advertising is undoubtedly a central part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep know-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market research, in order to know as much as possible about consumers and competitors.As Cowles and Kiecker stated (1998), â€Å"market rese arch is important not only to identify the most profitable target segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media†. Companies have to focus all their functions to the market: only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model: three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing can be supported by the studies on the communication process.Among them, the hierarchy of effects model proposed by Lavidge and Steiner (1961) states sthat when the ad message reaches the consumer, following the steps of the SMRC communication model (Berlo, 1960), the receiver responds by progressively undertaking three phases: the cognitive phase as first, then the affective and finally the conative. 4 Specifically, consumers will pass through these sequential stages: Awareness, Knowledge, Liking, Preference, Conviction, Purchase. [Figure A] Figure A : Sequential stages of Lavidge and Steiner model (1961) Source: http://www. earnmarketing. net/Hierarchy%20Of%20Effects. jpg Using this tripartite approach, the marketing objectives become more definite and therefore it is possible to identify more precisely the key factors for achieving efficacy. Firms should then set up a specific advertising campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). As a confirmation, even the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) proposed by R. H.Colley in 1961 suggests that any stage should provide the objective for Marketing Communication independent of the rest (Pickton and Broderick, 2005). The following three Mc Donald’s adverts clearly show this differentiated approach. In the first one [Figure B], nothing but the apposition of the two logos (t he wi-fi one made by chips) is used: since this ad wants to make the audience learn the service provided, it refers to the cognitive phase. ) Figure B. Source: http://4. bp. blogspot. com/_I9lJuLPsXSs/S0phHAFT6fI/AAAAAAAAJ9s/TR7j4eEnYWQ/s400/Cool+and+ Beautiful+McDonald%E2%80%99s+Advertising+10. jpg 5In the second one [Figure C], the baby approaching the hamburger evokes feelings of affection for the food offered by the company; an home atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. Figure C. Source: http://www. breastfeedingsymbol. org/wordpress/wpcontent/uploads/2007/08/mcdonalds. jpg In the third one [Figure D], the invitation to take an action is extremely clear: consumers should have breakfast at Mc Donald’s on Mondays, convinced by the free coffee. This ad aims to induce a change in the consumers’ behaviour: it refers to the conative phase. Figure D. Source: http://www. cdonaldsstl. com/images/FreeCoffeeMondays-graphic. jpg The main limit of HoE is its rigidity: consumers do not always undertake these steps sequentially, because of their irrationality; however, the existence of these three kinds of responses is widely accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to reformulate the central question in a more detailed way: which elements are necessary in advertising, in order to improve the company’s performance in brand awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 6 1 – Cognitive responseThe goal of these campaigns is to ensure that customers are properly aware of the brand; making clear the brand positioning is the main aim (Egan, 2007). Reach is the first key factor. Pelsmacker (2007) defines it as â€Å"the number or percentage of people who are expected to be exposed to the advertiser’s message during a specified period† . Reach plays the either/or role in the SMRC process: if the compa ny does not reach the consumers, no response can be aroused. Therefore, the choice of the most appropriate media mix to reach the target segments becomes crucial for the success of the advertising campaign (Ogilvy, 1985).According to the selective influence process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social intervening variables which affect the final internalization of the message. Since only the memorized information is able to affect the consumers’ behaviours the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receiver’s attention, it is required to overtake what Wundt (1896) alls the absolute threshold, that is the minimum psychic intensity an individual needs for reacting to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains gr eat importance (Dahlen et Al, 2010); moreover, since the traditional media are today overcrowded (Levinson, 2007), creativity can make adverts emerge to the consumers’ eyes. A clear example can be represented by the winner of the â€Å"Best Use of Blu Tac in a Shop Window Postcard Space† category in the Chip Shop Awards 2012. Clearasil posted a completely and intensely white postcard: impossible not to see.Figure E. Source: http://www. chipshopawards. com/ Clearasil is a brand of beauty products against skin imperfections (www. clearasil. co. uk) Use of creativity can also have negative impacts: it is difficult to define the line between great effect and great scandal (Godin, 1999). [see Appendix I] 7 In choosing how often to transmit the advertising message, psychology supports marketing once again (Foxall et Al, 1998). I. V. Pavlov developed the notion of â€Å"conditioned reflex† (1927): opposed to the innate reflex it is a learned reaction to a positive or n egative stimulus.In marketing, this means that the repetition of a message will increase its understanding; that’s why frequency plays a key role. Frequency â€Å"measures the number of times, on average, that a member of the target audience is exposed to a message or, more accurately, to the media† (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the Curve of Wundt (1896), if the intensity of the stimulus exceeds a certain limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. – Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a preference for it (Fill, 2009). The more the content of a message is associated to paradigmatic knowledge, the more immediate and simple is its decoding by the receiver (Grandori, 1999): that’s why advertising should carry associations rec alling to the common culture to be effective in building an emotional link with the audience (Godin, 1999).Among all the cultural aspects, political studies have shown that the more compelling ones are common roots ; common habits ; famous figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chrysler’s spot for the launch of the new 200 model, shown during the 2011 edition of Super Bowl. The core of the message highlights the origin of the machine, manufactured in Detroit: â€Å" That’s who we are. That’s our story. (†¦) Because when it comes to luxury, it’s as much about where it’s from, as who it’s for. Now we’re from America, but this isn’t New York City, or the Windy city. †¦) This is the Motor city. And this is what we do. The new Chrysler 200 has arrived. Imported from Detroit. † [see Appendix II] Casting famous figures (VIP) as testimonial and being present at the big even ts widely enjoyed and cherished by people (as the recent Olympics in London 2012) are other effective ways to involve the audience (Arens et Al, 2011) [see Appendix III and IV] Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999). see Appendix V] This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their core quality can’t take the best benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the name of the brand also when something negative is referred to them (Arens et Al, 2011). [see Appendix VI] 8 3 – Conative response In order to affect consumers’ behaviours with advertising, it is necessary to understand how their decision making process works.The model developed by Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables: the level of involvement (high-low) and the type of approach to the purchase (rational-emotional). (McWilliam, 1997; Vaughn, 1980 and 1986). The result is the identification of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected: differences are both in quantity – high and detailed or low and summarized– and quality –emotional or rational – of information. Vaughn, 1986). In Figure F, some exemplar products are placed in the 4 quadrants of the FCB matrix. Figure F. Source: Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (198 6): 1. High involvement / rational.People look for the real facts, they need to gain the confidence they are doing the right choice (e. g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . [Figure G] Figure G. Source: http://www. okeefeestateagents. com/_microsites/paul_okeefe/ docs/images/homepage/rightColAdvert/need-a-mortgage. jpg 9 2. High involvement / emotional. Consumers want to learn about and feel the experience (e. g. Holidays).Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. [Figure H] Figure H. Source: www. adcracker. com 3. Low involvement / rational. People usually buy by habit (e. g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. [Figure I] Figure I. www. cuckooforcoupondeals. com Source: 4. Low i nvolvement / emotional. People often looks for sensory or psychological gratification (e. g. Movies).Showing sensory rich imagery can be successful. [Figure J] Figure J. Source: http://www. filmjabber. com/movie-blog/wpcontent/uploads/2007/11/the-eye-poster. jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies between consumers’ and companies’ perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast move from one coordinate to another in the brand image of consumers (Fill, 2009). 0 The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. 1. COGNITIVE PURPOSE Music can help to win consumers’ attention: reproducing a song well-known among the target audience or a catchy rhythm greatly helps to get its attentions (Sutherland, 2008).The use of creativity in music can be found in the production of jingles, where companies set their own words to Music. â€Å"Jingles are among the best –and worst– ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief† (Arens et Al, 2011). [see Appendix VII] Moreover, what Sutherland (2008) calls the three Rs – rhyme, rhythm and repetition – give words a mnemonic quality, making the message more catchy and enduring in memory. 2. AFFECTIVE PURPOSEResearch has shown that the positive mood created by music makes consumers more receptive to an ad message (Belch and Belch, 2009). When words are set to the music, a desire for repetition can be cre ated: that’s why jingles are able to involve consumers, at the point that they can become themselves part of the cultural background of people (Sutherland, 2008). A chart of the â€Å"top 10 jingles of the century† has been made, according to people’s preferences: a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source: Belch and Belch, 2009The case of Oscar Mayer’s spots clearly shows the emotional power of jingles in advertising. [see Appendix VIII] Jingles are used less frequently today, replaced by an increasing use of current or classic pop songs: in the age of the technologic way to live music companies must be careful not to appear oldfashionable while using jingles (Belch and Belch, 2009). 3. CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the â€Å"feel products† (Sutherland, 2008). A great example of how music can be focused on action is the jingle created by the pizza chain â€Å"Pizza, Pizza† in Toronto: the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. [see Appendix IX] On the other hand, music causes what Sutherland (2008) calls the â€Å"wash-over effect†: when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than 11 judging the reliability of its meaning. The entertaining mood set up by music is inappropriate when consumers want to focus on the rational information, as for â€Å"think products† (Arens et Al, 2011).As the analysis of consumers’ responses to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and tempo contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and purchase intention. Since the negotiatio n of the license rights often needs large sums, marketers should carefully decide if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009).RECOMMENDATIONS As shown through the report, advertisers should first ascertain to find the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers’ influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005).The use of Music can be very effective both for winning consumers’ attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008).To effectively affect consumers’ behaviours, advertisers must understand how the purchasing decision for their products is taken by consumers; the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotional or rational). Music can be effective for feel products, but not for think products, since it sets up an entertaining mood inappropriate for rational decisions (Arens et Al, 2011).The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship: when an advert is not effective, it can be the symptom tha t there’s something wrong in the marketing decision making process, or it can be the cause leading to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown that a tripartite approach to the central question â€Å"which factors can make advertising effective? is able to deeply analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of reading consumers’ minds, the report has confirmed how psychology can greatly support marketing functions and, specifically, making advertising effective (Foxall et Al, 1998). That’s why Market-driven companies, which have developed a deep knowledge of their consumers as a result of large investments in market research, have the concrete possibility to apply these factors in the most effective way possible (Llambin, 2008). 2 APPENDICES I. As an example, the historical testimonial used by Danish Frisbee Sports Union f or the 2012 campaign will be definitely able to catch consumers’ attention, but it can reasonably arouse perplexity and disgust in a high number of people. Source: http://www. chipshopawards. com/ II. Full text of the spot: Narrator : I got a question for you. What does this city know about luxury, hm? What does a town that’s been to hell and back know about the finer things in life? Well I’ll tell you. More than most.You see, it’s the hottest fires that make the hardest steel. Add hard work and conviction. And a know how that runs generations deep in every last one of us. That’s who we are. That’s our story. Now it’s probably not the one you’ve been reading in the papers. The one being written by folks who have never even been here. Don’t know what we’re capable of. Because when it comes to luxury, it’s as much about where it’s from as who it’s for. Now we’re from America – but this isn’t New York City, or the Windy City, or Sin City, and we’re certainly no one’s Emerald City.Eminem: This is the motor city – and this is what we do. Written text: The new Chrysler 300 has arrived. Imported from Detroit Source: http://www. youtube. com/watch? feature=player_embedded&v=V0HLIvtJRAI III. VIP testimonials can provide good advantages: a VIP well known among the target audience can better win consumers’ attention; it allows to make the advertising message more personal, exploiting the VIP’s familiarity with the consumers ; people will associate the appreciated qualities of the VIP to the product (Arens et Al, 2011). 13Nestle chose to set a totally VIP-focused campaign to promote Nespresso brand: George Clooney has being appeared in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image: http://www. generation-flux. com/images/Nespresso-site. jp g IV. A great example of how an emotional link can be built by focusing advertising on current events widely enjoyed and cherished by people is represented by the marketing campaigns of P&G, created to promote their laundry products Ariel in UK and Tide in USA during the Olympics of London 2012.The compelling references on the athletic competition were present in both the spots: â€Å" Before the Gold, Silver, and Bronze, it's the red, white and blue. At the Olympic Games, it's not the color you go home with that matters, it's the colors you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). † The meaning of the final sentence â€Å"Proud keeper of Our Country's Colours† was certainly influenced by the images of the athletes shown in the video: for Ariel, a high number of British participants ; for Tide, almost only American players.Sources: http://www. youtube. com/watch? v=DoF9DROHYnU Tide for USA; http://www. youtube. com/watch? v=Jipn-MGg0DA Ariel for UK. V. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest innovator in the Italian political marketing – in a negative or positive way depending on the political conviction – (Palmieri, 2012), named his first party â€Å"Forza Italia† (1994), that is the same slogan used by Italian people as an incitement for the national football team.The result was a â€Å"widespread embarrassment† (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party: they could not manage not to think about this political association. VI. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www. cirio. co. uk) Cirio managers weren’t happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks la ter the advertising campaign was launched.The spot is accessible here: http://www. youtube. com/watch? v=ReGPNs-HfH0 The episode reported: http://www. telegraph. co. uk/news/celebritynews/8706992/GerardDepardieu-accused-of-urinating-on-floor-of-plane. html VII. As an example, in the 1970s Coca-Cola was so successful with its jingle â€Å"I’d like to buy the world a Coke† that it was then extended and released to become an international chart hit called â€Å"I’d like to Teach the World to Sing† (Sutherland, 2008). VIII. Oscar Mayer is a brand owned by Kraft Foods.At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy â€Å"bologna† and â€Å"wiener† jingles: they were such known that Oscar Mayer decided to be selfreferential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. â€Å"Promotions: Nostalgia Bolognese† , Brandweek, April 14, 1997 Original videos are available here: http://www. youtube. com/watch? v=rmPRHJd3uHI (Bologna); http://www. youtube. com/watch? v=aNddW2xmZp8&feature=related (Wieners) IX.The example and the text of the jingle are reported in Sutherland (2008, p 122): â€Å"nine-sixseven, eleven eleven / phone Pizza Pizza, hey hey hey! † 14 List of References BOOKS Llambin, J. J. , 2008. Market-driven management, Marketing strategico e operativo 5th ed. Milano: Mc Graw Hill. Oxford, 2007. Shorter Oxford English Dictionary on historical principles. 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