Military Bearing Essay - 1046 Words

In the United States Army, military bearing is the root in which every service member practices in order to carry out good discipline and ethics throughout ones military careers. The Three General Orders of a Soldier, The articles of UCMJ, as well as our own Sailors Creed illustrates how a military service member should conduct himself or herself on a daily basis, on and off duty. Dependability is a major aspect of military bearing. Without dependability, one can neither perform properly in the workspace nor be depended upon by their coworkers, or chain of command to carry out their military duties adequately. A military member is required to be PUNCTUAL, and RELIABLE. Lack of this in a service member not only hinders the mission of†¦show more content†¦As service members, military bearing is a vast assortment of rules and ethics that govern our everyday life. For instance, a clean and presentable uniform, knowing ones facing movements, how to respectively address a senior officer, as well as being prompt for basic soldier tasks. Keeping a clean uniform shows to other members the pride that you take in the obligations you hold in serving your country. Personnel inspections as well as award ceremonies demonstrate to ones chain of command how the effectiveness of this military bearing takes place. Knowing how to properly march, stand at attention, parade rest, as well as all other facing movements establishes one’s ability to follow orders precisely. Respecting senior officers is imperative in order to maintain good military order up and down the chain of command. Punctuality is key aspect of one’s Army career. Tardiness can affect the mission of the command. In such an event as recall, one cannot afford to be late in carrying out their assigned tasks, for the repercussions can be severe to ones fellow soldiers as well as to the integrity of the unit. Being late to ones place of duty can affect the quality of work being done in the work environment. First call is a vital necessity within our Army where ones chain of command can brief all soldiers on new information concerning either the mission or ones specific job. Guard is every soldiers duty. Without a proper and thorough turnover it hinders theShow MoreRelatedMilitary Bearing1023 Words   |  5 Pagesâ€Å"Military Bearing† and how it affects the Army as a whole Bearing, put simply, is the appearance and demeanor of a person throughout the activities and circumstances that an individual is seen or observed. An individual is largely judged by others through the bearing that the individual exudes as he goes about his daily affairs, and thus it is very important that the person shows a bearing of competence and professionalism at all times. Militaries since the beginning of recorded history have setRead MoreEssay on Military Bearing2093 Words   |  9 PagesImportance of Military Bearing Military bearing is the root in which every soldier practices in order to carry out good discipline and ethics throughout ones military career. Army regulations and soldiers on our own creed illustrate how a military service member should conduct themselves on a daily basis, on and off duty. Loyalty, duty, respect, commitment, honor, punctuality, reliable, integrity, and personal courage are Army core values. Courage is the ability to stand up for ones beliefs andRead MoreMilitary Bearing Essay example851 Words   |  4 PagesMilitary bearing is ones outward appearance. The sharp uniform, perfect haircut, and their motivation and pride in their appearance. Military bearing is the way you take pride in your accomplishments and the majority of your experiences. It is also the way you maintain your composure and contain your emotions at all times. even when some might think it is neccessary to speak ones thoughts, that is where military bearing comes into play and maintains the composure of the soldier himself. MilitaryRead MoreMilitary Bearing Essay618 Words   |  3 PagesIn the United States Army, military bearing is the root in which every service member practices in order to carry out good discipline and ethics throughout their military careers. Army regulations and The Articles of the Uniform Code of Military Justice show us how a military service member should conduct themselves on a daily basis. All military soldiers have an obligation to conduct themselves like they are adults and to show respect to the ranks above them. If a Soldier fails toRead MoreEssay Military Bearing1013 Words   |  5 PagesIn the United States NAVY, military bearing is the root in which every service member practices in order to carry out good discipline and ethics throughout ones military careers. The Eleven General Orders of a Sentry, The Articles of the UCMJ, as well as our own Sailors Creed illustrates how a military service member should conduct himself or herself on a daily basis, on and off duty. Dependability is a major aspect of military bearing. Without dependability, one can neither perform properlyRead MoreCorrective Essay: Military Bearing and Respect857 Words   |  4 PagesAccording to Field Manual 6-22, â€Å"Military Bearing is defined as having or projecting a commanding presence and a professional image of authority†. The United States Army is structured on several values and principles that it upholds, among these are military bearing, discipline and respect. Leaders should be able to make these big decisions with all his confidence projecting out with his military bearing. A leader should look like a leader, disciplined, confident, and has the skills and abilitiesRead MoreMilitary Bearing, Respect and Discipline1989 Words   |  8 PagesMILITARY BEARING, DISCIPLINE AND RESPECT The United States Army is structured on several values and principles that it upholds, among these are military bearing, discipline and respect. These principles represents what the organization strongly believes in and governs the most basic customs and courtesies that all its members should abide by, otherwise legal repercussion and punishment is enforced that could ultimately result in separation from the organization. According to Field Manual 6-22Read MoreMilitary Bearing in Context of the US Navy663 Words   |  3 PagesNavy Military Bearing Military bearing is something that applies to all branches of the United States Navy but it manifests itself a little differently depending on the branch in question. This report will focus on the United States Navy and military bearing and the core competencies and codes that define said military bearing in a Navy context. A lot of what will be said below can be applied, in whole or in part, to other branches of the United States Armed Forces. Navy Military Bearing The OhioRead MoreProper Military and Professional Bearing Essay2425 Words   |  10 PagesProper Military and Professional Bearing, Order, Discipline, and Respect IAW AR 600-20 amp; FM 6-22 1. Military Discipline a. Military discipline is founded upon self-discipline, respect for properly constituted authority, and the embracing of the professional Army ethic with its supporting individual values. Military discipline will be developed by individual and group training to create a mental attitude resulting in proper conduct and prompt obedience to lawful military authority. Read MoreSoldier and Appearance Military Appearance Essay634 Words   |  3 PagesWords 5 Pages Always Maintain Good Military Appearance Military Appearance In this paper I will discuss the importance of why a NCO or Drill Sergeant should maintain proper military appearance and why it is important. The NCO’s Creed first states that â€Å"no one is more professional than I†, so I am sure that means more than just appearance. It Premium 1553 Words 7 Pages Appearance Is a Very Important and Highly Regarded Concept in the Military. Appearance is a very important and

The Deterrent Of The Punishment - 972 Words

â€Å"Research to date generally indicates that increases in the certainty of punishment, as opposed to the severity of punishment, are more likely to produce deterrent benefits† (Wright, 1). The seriousness of the penalty should prompt the possible offenders to think twice or weigh their options prior to carrying out a crime. Half of State inmates and a third of Federal prisoners reported committing their current offense under the influence of alcohol or drugs (Mumola). This works against the deterrence theory because while the individual is under the influence their thought process is dysfunctional. There isn’t a sound thought process in their mind while committing or before deciding whether or not to commit the crime. â€Å"Therefore, it is unlikely that such persons are deterred by either the certainty or severity of punishment because of their temporarily impaired capacity to consider the pros and cons of their actions† (Wright, 2). Another reason deterrenc e is imperfect is that if there was actual certainty that the criminal would be apprehended, limited people would do so. â€Å"Most crimes, including serious ones, do not result in an arrest and conviction, the overall deterrent effect of the certainty of punishment is substantially reduced† (wright, 2). Increasing severity of punishment and sentencing over the years has had little effect because the potential criminals think about the chance of them not getting detained for committing their crime. If the public was more certainShow MoreRelatedIs Capital Punishment A Deterrent?1138 Words   |  5 Pagesteaching regarding capital punishment present some challenges for me. The teaching references and explains that â€Å"since punishment involves the deliberate infliction of evil on another, it is always in need of justification† (McKenna, 12). The three traditional justifications for capital punishment include retribution, deterrence, and reform (McKenna, 12). Conside ring these justifications, the teaching explains that none of these are viable reasons for enacting capital punishment. Reform as a justificationRead MoreCapital Punishment : A Deterrent Effect971 Words   |  4 Pagespenalty has significant deterrent effects, supporting the use of capital punishment. In particular, American constitutional legal scholars Cass R Sunstein and Adrien Vermeule presented their 2005 study, â€Å"Is Capital Punishment Morally Required? The Relevance of Life-Life Tradeoffs,† which supports the notion of capital punishment as a deterrent. Sunstein and Vermeule’s study specifically presents the argument of the morality behind the death penalty’s significant deterrent effect, in light of recentRead More Capital Punishment As Deterrent Essay446 Words   |  2 Pages I find no conclusive evidence to support the view that the death penalty is or is not an effective deterrent in controlling crime. Opponents of capital punishment argue that it is not a deterrent, because in some states where capital punishment is allowed the crime rate goes up. Others argue that capital punishment deters violent crime, though it is difficult to provide numerical evidence. Dozens of studies have examined the relationship between murder and the death penalty comparing murder ratesRead MoreCapital Punishment As A Deterrent Of Crime1354 Words   |  6 PagesCapital punishment as a Deterrent to Crime Is it ethically wrong to execute offenders after they have carried out a certain horrendous crime? Two sisters vanished while strolling home from a shopping center in a calm suburb of Washington, and a far reaching inquiry yielded nothing. As months swung to years, and after that decades, any desires for realizing what happened to the young ladies dwindled. Law enforcement authorities vowed to work to pursue each individual who was included in the crimeRead More Capital Punishment Is A Deterrent To Crime Essay1202 Words   |  5 PagesCapital Punishment has ended the lives of criminals for centuries. People have debated whether the government should have the power to decide one person’s life. On one side, people think the government does not have the right to play God as well as believe that the death penalty is simply unethical. Forty-eight percent of a half sample survey stated that life imprisonment was a better punishment for murder while forty-seven percent stated that capital punishment was a better punishment (Newport)Read MoreCapital Punishment : A Deterrent Effect On Crime Essay2996 Words   |  12 Pages Does the Death Penalty Have Any Deterrent Effect on Crime Name Institution Abstract The question of the death penalty has been subject to heated debate on if it serves in deterring criminal activities. Through exploration into findings of several studies, it would be possible to validate whether capital punishment has a deterrent effect on crimes. Various studies are explored with the objective of understanding which side of the debate is stronger. The findings of this studyRead MoreCapital Punishment : A Deterrent Effect On Crime Essay2970 Words   |  12 PagesWhether the Death Penalty Has Any Real Deterrent Effect on Crime Name Institution Abstract The question of capital punishment has been stirring heated debate in regards to whether it indeed does or doesn’t deter criminal activities. By exploring findings from various studies, this paper aims at validating whether death penalty has a deterrent effect on crimes. Various studies are explored with the objective of understanding which side of the debate is stronger. The findings of thisRead MoreIs Capital Punishment An Effective And Humane Deterrent1978 Words   |  8 PagesIs Capital Punishment an effective and humane deterrent for crime? Capital punishment has been around for generations and it has been a controversial topic. The viewpoint in America comes from our ancestors in the United Kingdom and has evolved into the current issue of its constitutionality. Capital punishment has proved to be effective in its ability to achieve retribution for certain crimes and maintain public order. Deterrence has always been a popular reason for keeping the death pen alty, butRead MoreThe History of Capital Punishment as a Deterrent to Crime Essay2614 Words   |  11 Pagesconcerning capital punishment, or the death penalty. Through the passing of time, our society castigates transgressors with the death penalty. Many nations through time have decided to enact this harsh treatment. In the United States alone, the federal government has persevered to reinforce people to death (Marzillo 10). According to Wikipedia Encyclopedia, â€Å"Capital Punishment is the execution of a person by judicial process as a punishment for an offense.† Over the centuries capital punishment has beenRead More Capital Punishment is Not an Effective Crime Deterrent Essay1483 Words   |  6 PagesWhile Capital Punishment has been one of the most feared things of our time, it is still being questioned if it is unconstitutional. The Death Penalty is being enforced in more than 100 countries in the world and are usually used in politically-related cases. Although it has been the case in many countries throughout the world it has been said that the Death Penalty is cruel and unusual punishment which is a direct violation to the Bill of Rights. Capital Punishment is a certain

Medicine during the Elizabethan Era Essay Example For Students

Medicine during the Elizabethan Era Essay The Elizabethan EraMedicine and AlchemyThe medicinal practices and problems of the Elizabethan Era were very important to the people, although they are very different from those of today. There were many different beliefs and diseases, like the Plague. Medicine was not an exact science and was related to Alchemy (Chemistry). Here, some of the many practices and beliefs of the Elizabethan Era will be discussed. One of the most widely known and important of the beliefs was the humours. It was believed that every living creature was composed of four elements, the humours. They were blood, phlegm, choler (or yellow bile), and melancholy (or black bile). It was believed that the overall total combination of these four elements determined the persons characteristics. For example, a person with more blood than other humours was hot and wet in their nature, a person with more phlegm was cold and wet, a person with more choler was hot and dry, and a person with melancholy being the dominant humour was cold and dry. It was also believed that too much of a certain humour caused disease. That meant the removing or avoiding the dominant humour could cure any disease. Removal could be done by eating corresponding foods. For example, if a person was phlegmatic in nature, that meant that he was cold and wet, he could be cured if he ate hot and dry foods. Medicines like pepper, sugar, ginger, cinnamon, wat ercress, and mustard would be useful to such a person. A fever, which was believed to have been caused by excess blood, could have been cured in two ways. One way was to eat cold and dry food, and the other was to have excess blood sucked out by leeches. Another of the many popular beliefs was that every living thing put on Earth by god was for human use. He gave humans control over his creatures. All of them had certain roles, as food, medicine, etc. For example, cows were put on Earth to supply people with meat and milk, and wheat was there to supply bread. Everything on Earth was useful to humans. Medicine in the Elizabethan Era was associated with many sciences. One of these includes Astrology. It was believed that all living creatures were associated with the stars. It was possible to read a persons past, present and future by the positions of the stars and planets. Therefore, if you were to go to a physician, one of the first things he would ask you was the date of your birth from which he would cast a horoscope. Next, he would ask you was where the illness began and he would cast another horoscope of the illness and relate it to the patient. He would also wish to know which part of the body was affected by the illness, because each part was related to a certain star sign or constellation, and he would bear in mind under which star sign each ingredient of certain medicines was under. Alchemy (Early Chemistry) was another science closely related to medicine. Alchemy was the name given to this science in Latin Europe in the 12th century. It was a belief that the human body was closely related to the stars and the heavens. Over hundreds of years, the main goals of alchemists were to turn any metal into gold and discover an elixir which could cure all ills or lead to immortality. This magical elixir was called the philosophers stone. Alchemy was based on the belief that there are four basic elements fire, earth, air and water and three essentials salt, sulfur and mercury. The metals gold, silver, copper, lead, iron, and tin were all known before the rise of alchemy. The liquid metal, mercury, and the burning rock, sulfur, were also known. Many processes with these elements were known to alchemists. The art of alchemy was heavily spiritual. Alchemists were the first to try out different ideas and experiment with different elements, but because of their intense meta physical and spiritual beliefs, they didnt develop modern day scientific methods. .u0eba7a8adabdc41f260ace3482552036 , .u0eba7a8adabdc41f260ace3482552036 .postImageUrl , .u0eba7a8adabdc41f260ace3482552036 .centered-text-area { min-height: 80px; position: relative; } .u0eba7a8adabdc41f260ace3482552036 , .u0eba7a8adabdc41f260ace3482552036:hover , .u0eba7a8adabdc41f260ace3482552036:visited , .u0eba7a8adabdc41f260ace3482552036:active { border:0!important; } .u0eba7a8adabdc41f260ace3482552036 .clearfix:after { content: ""; display: table; clear: both; } .u0eba7a8adabdc41f260ace3482552036 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u0eba7a8adabdc41f260ace3482552036:active , .u0eba7a8adabdc41f260ace3482552036:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u0eba7a8adabdc41f260ace3482552036 .centered-text-area { width: 100%; position: relative ; } .u0eba7a8adabdc41f260ace3482552036 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u0eba7a8adabdc41f260ace3482552036 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u0eba7a8adabdc41f260ace3482552036 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u0eba7a8adabdc41f260ace3482552036:hover .ctaButton { background-color: #34495E!important; } .u0eba7a8adabdc41f260ace3482552036 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u0eba7a8adabdc41f260ace3482552036 .u0eba7a8adabdc41f260ace3482552036-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u0eba7a8adabdc41f260ace3482552036:after { content: ""; display: block; clear: both; } READ: †The Curious Incident of the Dog in the Nighttime† by Mark Haddon Sample EssayAlchemist studied alchemy for hundreds of years, but they didnt succeed in fulfilling their goals, but over the years, they learned other very useful information. This information was the basis for modern day chemistry. For example, one of the earlier alchemists, Paracelsus, devised the concept of disease. He stated that it was not caused by the imbalance of the body, but by outside agents attacking the body. People didnt believe him until hundreds of years later. Also, alchemists discovered many other substances, like alcohol, mineral acids, etc. Alchemists learned many chemical processes in their quest for gold and eternal life. They learned how to melt metals, combine and separate them and many other useful things. They combined different metals with different salts, until finally, the manipulation of these minerals lead to the discovery of different mineral acids. The first acid discovered was probably nitric acid, made by distilling together potassium nitrate and vitriol or alum. Later, the sulfuric acid was discovered. The most difficult discovery was that of the hydrochloric acid. All of these acids are widely known and used today, even though they were discovered over 600 years ago. In the Elizabethan Era, there were many practitioners of medicine. There were physicians, apothecaries, bonesetters, surgeons, midwives, cunning men and women, keepers, wives and mothers. These were all different, some were professional and some just knew cures to certain ills. Therefore, a sick person had many places to go for help. They could go to any of those and get help and people used all of these choices, but the amount of money they could spend limited their choices, as some practitioners charged for their help. But if a person didnt have a lot of money, he still had many choices available. Almost every community had at least one of each type of practitioner. Medicine was very important to Elizabethan England and was used widely. It played a major part in the life expectancy of people and was widely studied. It was one of the most important sciences of that era and still is today. BibliographyRamsey, Lia. Medical Beliefs and Practices. Elizabethan England. Springfield Public School District. . McLean, Adam. Articles. The Alchemy Website. 1995. . Chamberlin, E.R. Everyday Life in Renaissance Times. London: B.T. Batsford LTD, 1967. Andrews, John F. William Shakespeare: His World, His Work, His Influence. Canada: Collier MacMillian, 1985. Alchemy. The Columbia Encyclopedia, 6th ed. New York: Columbia University Press, 2001-04. . Trimble, Russell, Alchemy, in The Encyclopedia of the Paranormal edited by Gordon Stein (Buffalo, N.Y.: Prometheus Books, 1996), pp. 1-8.

Livvie Essays - Eudora Welty, , Term Papers

Livvie By Eudora Welty A Celebration of life Eudora Welty's "Livvie", is a great story on how life should be celebrated. The story is about a young woman , who marries and old man, that in a since imprisons her. The young girl gets a second chance at life when a younger man (someone her own age) enters her life and the older man is about to die. The theme Welty is trying to get across is live life to the fullest. Welty shows the theme through the character, setting, and symbols. Characters played a big role in the story. First, Solomon who is the husband of young woman. His name kind of explains what type of man he is going to be in the story. Solomon was the king of Israel and in the story Welty provides information that Solomon is playing a king type role. Welty says Solomon had a bed "like a throne" (511). "Solomon had never let Livvie go any farther than the chicken house and the well. (515). Welty shows the control Solomon has over Livvie (the young girl). Another sign of control that Welty shows in the story is, "Solomon would not have let Livvie look at them, just as he would not let her look at a field hand or a field hand look at her" (512-513). He does not realize how unappreciative he is making Livvie. Livvie, her name too has a symbol. It means "life" or "live". "She is unable to live her life Watt 2 under Solomon's strict rule (Sample Short Story Analysis). Solomon is not letting her live her life. Therefore, she cannot appreciate the few things in life that he has given to her. Miss Baby Marie and Cash shine a little light on the story. They both kind of persuade Livvie to go out and explore life a little more. Marie does so by showing Livvie what the outer world has to offer. Example about cosmetics, Livvie gets so excited about the color of the lipstick. It must remind her of something in life. Cash's youth attracts Livvie. The setting also plays a significant part in the story. The story is set up in a nice isolated area. It is in the spring around Easter. By Solomon staying in an isolated area which was unfamiliar to Livvie, he had all control over her. At the time she was only a girl. This way Solomon could control who sees Livvie and who does not. Easter also represents a meaning in the story. Welty lets the audience know it is around Easter when Cash says, "I ready for Easter" (520). Easter means the "rebirth". It is a turning point for Livvie in the story. She is in the process of living a lifestyle of isolation to living a life of great opportunities. Welty lets the audience know Cash is going to be the one to lead Livvie to this life of great opportunities. Welty wrote "It might be if he had not appeared the way he did appear that day she would never have looked so closely at him, but the time people come makes a difference" (519). Cash shows up at the time. Solomon is dying and Livvie is ready to go out and see what the world has to offer. Welty uses great symbols to support the theme. One example of symbolism that Welty provides is the bottle trees. The bottle trees were suppose to keep evil spirits Watt 3 way. In this case the bottle trees were supposed to protect Livvie from the evil spirits. Solomon made one tree each year to keep people like cash from coming to take his lovely wife away from him.. One day in the next year cash threw a rock into one of the bottles. This means there is room for one evil spirit to get hold to Solomon's wife which happens to be Cash. Welty proves this when, "So here come the man Livvie wait for. Was no prevention. No prevention. Now I lay eyes on young man and it come to be somebody I know all the time, and been knowing since we were born in a cotton patch, and watched grow up year to year, Cash McCord growed to size growed up to come in my house in the end ragged and barefoot" (522). Livvie is basically a story about a young woman whose life is stolen away from her. An older man marries her and moves her far away

Ways to improve your college paper writing

Ways to improve your college paper writing Improving Your College Paper Writing – 15 Tips Most college students will not choose writing as a career. In fact, most college students dislike writing paper and essay assignments. To them, it is a terrible activity, maybe even worse than getting a root canal. But write you must, and for most courses you take. So settle yourself in and accept the fact that writing will be a part of your life right now. Because it will also figure greatly into your course grades, and thus your GPA, here are some tips to improve that writing and get those â€Å"A’s† and â€Å"B’s.† Try to start on a major essay or research paper as early as possible. Yes, it may seem impossible at this moment, with all of your other course work, but if you are in a last minute rush to get a paper done, it will never be as good as it could have been. Every course has a syllabus, and every syllabus contains essay and paper assignments, along with due dates. You know the â€Å"drill.† Develop a calendar of all due dates and then go back three weeks and put in a notation to begin on that essay or paper. Will it be a perfect system and will you always abide by those dates? No, but at least you have a road map that you can try to follow. Study the details of every essay or paper assignment carefully. If there are prompts or questions from which you are to choose, select the one that interests you most. If it says evaluate, do not summarize; if it says analyze, do not summarize; if it says to demonstrate how an author developed a particular character, do not re-hash the plot. Do exactly what you are told, no more, no less. Nothing frustrates a professor more than having to read through a bunch of irrelevant content to get to the â€Å"meat† of what you were supposed to include. If you don’t fully understand a paper writing assignment, get in touch with your professor early on. S/he will be flattered that you sought guidance and it will look like you are planning well in advance – great PR! Have a thesis. What’s your point? If you don’t have one, then do the research first – it will help you to think about why the topic is important or what your viewpoint is. These are the things of which good thesis statements are made. Organize your research into clear sub-topics. This is hard to do, because you are trying to â€Å"mesh and meld† material from several sources. One way to determine sub-topics is during your research. If there is a piece you have read that has really divided the topic well, use that as a guide as you develop your outline. Each sub-topic becomes a section of your paper. Use headings to separate sections of a longer essay or a paper. It keeps the reader on track and makes him/her feel â€Å"comfortable.† Always write more than the minimum page assignment. If the range is 6-8 pages, try to get to 8. If a professor didn’t think students could write 8 pages on a topic, question, or prompt, then s/he wouldn’t have given that number. When you go toward the maximum, you impress them! â€Å"Sell† your topic and thesis with a stunning introduction. It is always good to have some shocking statistic or a relevant anecdote to grab reader attention from the very beginning. Use spell- and grammar-checkers. Hopefully, you are using a program like Word. It will catch most of your errors but do not rely on these apps completely, for they are sometimes wrong. For example, you may using the word â€Å"your† to show possession, which is correct. Word grammar checker may â€Å"flag† it and want you to use â€Å"you’re† instead. Don’t do it! And double-check any numerals you use – if they are wrong, they won’t be caught. Use vocabulary that is appropriate for you and your peers, not your professor. And be certain to explain terminology that is complex and/or unique. Better to over-explain than not at all. This lets your professor know that you really understand what you are writing about. Put a â€Å"quota on your quotes.† Your professor does not want to read what everyone else has said. S/he wants to know that you understand what everyone else has said and that you can discuss it. Use quotes to reinforce big points you are making or when an author has stated something so superbly, it should remain intact. Format is important. If it were not, you would not be required to use the one that is specified. You should have a style guide – if not go online and get one for the format style you must use. It makes no sense to lose points because citations and bibliographies are not done correctly. And remember, different styles have different title page formats, pagination, and margins – yes, the â€Å"devil is sometimes in the details.† Write a good conclusion. You have a point to make in writing a paper, so make sure that you refer back to that thesis in your conclusion, stating it in another way of course. Get a good style check tool. These are great, because they will â€Å"flag† awkward or verbose phrases and sentences. Many of them will also pick up agreement and verb tense issues. A good one on the market right now is â€Å"Style-check.rb,† but you can find many with a simple search. If all else fails – if you are out of time, if you have too many papers due at once, if you hate the topic and cannot get motivated – find a good custom paper writing service and let a pro get this one done for you! But make sure you choose a professional essay writing service and your paper will be performed on the highest level.

Earning a Supply Chain Management Degree

Earning a Supply Chain Management Degree Supply chain management involves overseeing aspects of the supply chain. A supply chain is a network of interconnected businesses. Each business contributes one aspect of the chain, from production to the procurement of raw materials to the transportation of materials to the manufacturing process to the consumer market to the final act of consumption. The ultimate goal of supply chain management is to make this chain run efficiently and effectively while reducing costs and delivering customer satisfaction. What a Supply Chain Management Degree Is A supply chain management degree is a type of post-secondary degree awarded to students who have completed a college, university, or business school program that focuses on the management of supply chain activities. Types of Supply Chain Management Degrees There are three basic types of supply chain management degrees that can be earned from a college, university, or business school: Bachelors Degree in Supply Chain Management - A bachelors degree program with a specialization in supply chain management consists of general education courses in addition to courses that focus exclusively on logistics and supply chain management. Although accelerated and part-time programs are available, most bachelors programs take approximately four years to complete.Masters Degree in Supply Chain Management - A masters degree or MBA degree program in supply chain management usually consists of general business courses in addition to specialized courses in supply chain management. Masters program traditionally takes two years to complete; accelerated programs can usually be completed in less time.Doctorate Degree in Supply Chain Management - A doctorate program in supply chain management requires intense study and research. These programs usually take three to five years to complete, though program length can vary. An associates degree is sufficient for many entry-level supply chain management and logistician positions. However, a bachelors degree is becoming a more common requirement, especially for more advanced positions. A masters degree or MBA in supply chain management may be the best option for individuals interested in leadership positions. Earning a Supply Chain Management Degree Supply chain management degrees can be found through online and campus-based programs. Many business schools with an MBA program offer concentrations in supply chain management. Bachelors degree programs can also be found at a number of colleges and universities. The best supply chain and logistics programs  offer a targeted education, experienced faculty, and career assistance. Using Your Supply Chain Management Degree Many people who earn a supply chain management degree go on to oversee aspects of a supply chain. They may work for a specific company or firm or may be self-employed as a consultant. Popular positions for supply chain management graduates include: Logistician - Logisticians, or logistics managers as they are also known, are responsible for analyzing and coordinating a company’s supply chain. They manage nearly every aspect of the chain, including procurement of the product, distribution, allocation, and delivery. More than half of all logisticians work for the government or manufacturing firms.Supply Chain Analyst - Also known as project specialists or supply chain coordinators, supply chain analysts are responsible for monitoring, analyzing, and improving supply chain processes. They predict how logistics will work, oversee operations, and then make a recommendation to make everything better. Most supply chain analysts work for manufacturers or logistics services providers.Transportation Manager - Transportation managers oversee the loading, storage, and transportation of goods. Their main responsibility is to make sure things get where they need to go, but they are also responsible for controlling expenses and ensurin g transport operates within the law. Professional Associations Joining a professional organization is a good way to learn more about the field of supply chain management. As a member of an association, you can meet other people in the field and talk to them about their experiences. As you build your network, you may be able to find a mentor who can offer guidance as you earn your degree and enter the career field. Two professional associations that you may want to consider include: Council of Supply Chain Management - The Council of Supply Chain Management Professionals (CSCMP) is a professional association of supply chain management professionals. They offer education, news, career information, networking opportunities, and much more.APICS - APICS, the Association for Operations Management, offers certification programs for supply chain professionals. Certification options include the APICS Certified in Production and Inventory Management (CPIM) program, the APICS Certified Supply Chain Professional (CSCP) program, and the APICS Certified Fellow in Production and Inventory Management (CFPIM) program.

Comparison between two advert Essay Example | Topics and Well Written Essays - 750 words

Comparison between two advert - Essay Example The paper analyzes the two memorable ads presented by the Nike and Adidas. The two companies have very different approaches to their advertising techniques and style. Adidas normally focuses in the notion that any of their sportswear is strong and can withstand impossible pressures. For example, this ad http://www.youtube.com/watch?v=8TnG7jyfoWI shows a man running and a background description that the man wears Nike. The other man, apparently carrying a 50-pound camera and filming the running man, wears Adidas. This theme of strength and durability presented by the ad reflects Adidas’ slogan of â€Å"Impossible is Nothing!† The idea this ad is trying to feed into the minds of the viewers is that with Adidas, you’re assured of a durable product which can withstand a heavier load than Nike can do. Nike on the other hand presents a different perspective of their slogan, â€Å"Just Do It!† For instance, in this YouTube video, http://www.youtube.com/watch?v=BO M1k4oLGJU Nike presents a commercial of Good vs. Evil which creates an illusion that skills are better than shear strength. Shot through the eyes of the soccer legends like French’s Zinedine Zidane and Eric Cantona, Brazil’s Ronaldo among others, who represents Nike and others evil men representing evil. With skills, the soccer stars manage to outdo the seemingly strong evil men in the soccer pitch. The two companies have differentiated themselves in terms of brand value and attributes of their products. However, both Nike and Adidas use some complex multimodal choices in attempts to appeal to their brand identity. In order to understand the complex nature of the ads, it is important to look at the frameworks of social semiotics, film theory, and branding (Roy 2006, p.27) that have been adversely applied within the two ads. From the Nike’s ad, it is critical to note the emphasis is on the functional supernatural power of skills over strength. On the other hand, Adidas’ functional benefits are emphasized by their strong boot’s ability to withstand pressure in a rugged terrain. More importantly, it is prudent to note that Nike portrays the notion of hardworking players with winning mentality and strong attitude to compete. Adidas, on the other hand, portrays dedication, passion and active involvement of individuals in any activity. From the Nike’s ad and slogan, â€Å"Just Do It!† one can deduce the fact that Nike has maintained their tradition of not only producing quality shoes for professional athletes but also emphasizing activity of jogging in the everyday life of communities. The philosophy in this ad is that sports heroes associated with Nike products can build the brand. Through these sports heroes, Nike has managed to cultivate the image that their products can enhance hard work, competitiveness, and toughness (Aaker, 2002, p.129). The end result, however, is that its all about talent that matter. Nike em phasizes on talents, while Adidas stresses on hard work. Adidas has a different approach as indicated in the ad. Founded on the culture of quality and innovation, Adidas has emphasized on strength for their sportswear products, which can withstand any weather and diversity. Adidas emphasis is on quality and ability of its products to meet any physical challenge. In other words, rather than focusing on the renowned stars, the company emphasized team spirit, strength, and power to withstand pressure. Finally, the two commercials share some common film theories in the making of their

Public Policy Essay Example | Topics and Well Written Essays - 2000 words

Public Policy - Essay Example An organization called Living Well, which is funded by the National Health Service the public health system in the United Kingdom, has embraced this concept of wellness and successfully lead a great number of those suffering from HIV and AIDS through the problems resulting from the diagnoses. HIV infection care was previously managed with progressive immunosuppressant therapy, increasing ill health and the development of pre-terminal AIDS-defining infections and cancers. With the advances brought about by antiretroviral therapy since the mid 1990’s HIV infection has become a chronic condition, managed and maintained within an ability to have an elevated quality of life from those who suffered before these treatments were available. These advances have presented new challenges to those who are no longer dying of a disease but living with a chronic condition. According to the progress report developed by the United Nations General Assembly Special Session on AIDS in 2008 the United Kingdom has the United Kingdom has â€Å"a relatively low prevalence of HIV and AIDS.† (United p. 2) According to the same report as of 2006 there are 73,000 people living with HIV. This figure roughly amounts to â€Å"121 persons living with HIV per 100,000†. (United 2008 p. 2) With public healthcare available to the citizens of the United Kingdom obtaining medication and medical treatment has been accomplished with an average wait of 48 hours for a patient to obtain care. The recommended actions in the report are as follows: As the care for HIV and AIDS infected patients has been addressed in the United Kingdom, the concept of self-care has taken on a preventative aspect of the continuation of life for those working with this epidemic. These figures represent a portion of the population which must deal with a disease that has strong physical and emotional consequences. Society has designated HIV as a disease of social relevance. Those afflicted can be seen as

The novel Roll of thunder Essay Example for Free

The novel Roll of thunder Essay For my diverse cultures essay, I will be studying and revising different factors of that time period and place for example the weather, the language, religion, politics, gender, lifestyle. The novel Roll of thunder, hear my cry is written by Mildred D. Taylor. This story was set in the 1930s which is after the depression, were the whole of America went into a slump. The novel is about a young, black girl who expresses and learns about the ways of life in the 1930s. The novel was set in the 1930s, which was during the time of, The great depression. It was set in the less prosperous part of America in Mississippi. This was a time and place when thousands of families like Cassie were poor and considered the lower, working-class. As you go through the book, you find that Cassie discusses and questions certain issues; for example racism and growing-up. Generally people think that informal slang speech is wrong, but it is just an alternative version to the English language. The way a person speaks is often a way of revealing how educated a person may be. The general dialect spoken within a community is a part a communitys identity, for example; the cockney language represents the people of southeast England. In the novel the language spoken has a western style to it. The novel consists of two main styles of speech, but the communities speak the main style commonly. The language is the same as Standard English but with many abbreviations. The local dialect shortens and blurs words together. The weather in this novel plays an important part, because this sets the mood of the characters and it is also an indication to show that something will happen, like in the novel the night whispered of distant thunder. It was muggy, hot, a miserable night for sleeping. This indicated that there is something wrong, so Cassie is being kept awake for the problem to occur. Racism was demolished mainly in mid century, so racism was a big factor in the novel as the story was set in the 1930s. Racism came about when the blacks were shipped in to the country for slavery, from then on the whites considered the blacks as a lower class, and thats what Cassie had to come to terms with. Today there is many forms of entertainment like: television, Internet, music, but early on in the century there was not a lot of entertainment but it was still no good as not many could afford entertainment. The community of Mississippi was a rural area, hence the lifestyle for the Logan family and most others was mainly work, and all families did go to the local church on Sundays for community gatherings as well as services. Generally ladies were thought as housewives but in the novel two of the teachers in the local community school Great faith were ladies, one being Cassie Logans mum, and also ladies had no means to educate or be educated. Early on in the century blacks had no law to protect themselves, but to deify convention at the end of the novel T. J Avery was about to get hanged in front of his own family but Mr. Jamison stopped this from happening by telling them that a fair trial will be held. If blacks were to commit crime then this will not be tolerated under no circumstances, and because the blacks have no law for them this gave an open chance to attack the blacks. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Mildred Taylor section.

Essay --

A prokaryote is a basic unicellular cell typically chracterized by having no defined nucleus. Examples of prokaryotes are typically given as orgamins that belong to the Bacteria and Archaea domains (Campbell 13). Furthermore, prokaryotes are very similar to eukaryotes except for the fact that they don't have a nucleous but a nucleoid and that prokaryotes are smaller than eukaryotes (Campbell 98). By the definition of a prokaryote and process of elimination it is easy to find the correct answer which is D. A)Is incorrect because all cells require ribosomes (Module 14, slide 4) . Ribosomes are important since they make proteins which are part of the basic building blocks of life (Campbell 102). B) The plasma membrane on the outside of the cell is required since it separates the innards from the ouside (Module 14, slide 4). They are can perform this fuction since they are made of a lipid bilayer with hydophilic and hydrophobic parts to keep the inside of the cell prrotected from the outside environment (Campbell 99). C) The photo of prokaryotes on slide 6 of module 14 shows that it ...

Essay Paper

Canadian Identity: A Rhetorical Analysis Essay In this essay, the articles ‘Listen to the north’ by John Ralston Saul and ‘Which ‘Native’ History? By Whom? For Whom? ’ by J. R. Miller will be analyzed, specifically looking at each authors argument and his appeal to ethos, logos and pathos. In the first article, ‘Listen to the North’, author John Ralston Saul argues that current Canadian policy when it comes to our north, and the people that reside there, is out of date and based on southern ideals that hold little bearing on the realities that face northern populations.He suggests instead that the policies and regulations should be shaped by people who know the territory and it’s needs, namely people who live there. In the second article, ‘Which ‘Native’ History? By Whom? For Whom? , Author Jim Miller discuses conventions in recording native history, focusing on an area he refers to as native-newcomer histo ry. He discusses topics such as who should be recording said history, and for whom it should be intended, as evidence in the title.Both of these articles provide arguments that appeal to ethos, logos and pathos, but it is my opinion that John Ralston Saul makes a more convincing argument to his audience in ‘Listen to the north’ than Jim Miller makes in ‘Which ‘Native’ History? By Whom? For Whom? ’. The First appeal that John Ralston Saul makes is to ethos, and while credentials such as being the president of PEN International, various awards and being a well respected professional in his field all give credit to his name, he also shows that he has first hand knowledge in the specific topic he is covering.He does this through the use of a personal anecdote about his experience in the north, as well as mentioning the several times he has travelled to the north in his later career. Considering Saul’s audience, namely readers interested in r eform of policies and practices in the north, I believe that this makes a stronger argument than Jim Miller does in his article.This would be due to the fact that Miller does not provide any indication as to his experience in the field on which he is writing, and though he dose have impressive credentials himself, including a doctorate, being a professor at the University of Saskatchewan, and having a Canadian research chair position, the lack of said mention would provide a weaker argument to his audience, consisting of people interested in or researching about methods of recording native history.The next convincing argument that John Ralston Saul makes is his appeal to logos, it makes logical sense that a person who lives and works in the north would know best what is needed for northern people. This means his argument that northern people should be instrumental in creating northern policy makes a strong logical point, and a strong argument to his audience, who will most likely be able to see the logic in this. One example he uses is the current state of military presence in the north, the rangers.He talks about the uniform given to these men and women, which consists of a hooded sweatshirt and a baseball cap. John Ralston Saul states that â€Å"You can't wear this outfit outside ten months of the year† (4), and it would make logical sense that a person who lives in the north would not choose such an outfit, as it would be too ineffective in day to day use. Miller also uses logos in his argument when he discuses the fact that native-newcomer history should be reported by both native and non-native historians.Again, this appeals to the logical side of his readers, who would be able to follow the train of thought stating that if a history involves two separate groups of people, then both sides of said history should be examined, and doing such will give you a much more complete picture of events. Where is argument falls short in contrast to ‘Liste n to the North’ is the fact that though Miller makes the logical point of the recording of said history should be shared, he does not go on to provide as strong examples to his point, where Saul does.The last appeal that was made in ‘Listen to the north’ was the appeal to pathos. The author shares a sense of how ridiculous it is that northern peoples have less of an influential role in planning policy and regulation in the north. Using the example of the snowmobiles that rangers have to urinate on to get started in the cold north, Saul portrays a sense of the almost comical nature of having persons who live far away from the real life issues and hardships form policies. The reader then feels the same way the author does, which defiantly advances his argument.Miller also makes his appeal to pathos in ‘Which ‘Native’ History? By Whom? For Whom? ’, but again, I believe that it is a less effective argument, and appeals less to the emotions o f his audience. Millers argument is more based off a feeling of ownership he tries to create in his audience, the native-newcomer history belongs to both parties, not one exclusively, this creates a feeling of entitlement, as well as a feeling of being included. At the end of the article, Miller states â€Å"Which ‘Native' history? Native-newcomer history. By whom?Any and all students who are qualified and willing to carry out its methods. For whom? All Canadians† (35). I think that this is less effective then the feeling portrayed by Saul, one of ridiculousness of the current state of affairs, since persons would more likely agree with him if they also believe the current policy is foolish, as to not look foolish themselves. While both articles make strong points using the argumentative techniques of ethos, logos and pathos, it is still my opinion that John Ralston Saul makes a stronger argument in ‘listen to the north’ than Jim Miller does in ‘Which ‘Native’ History?By Whom? For Whom? ’. Saul’s use of personal connection to the topic, a stronger logical standpoint, and a more effective use of his readers emotions means that he by far has a stronger argument than his counterpart J. R. Miller. Works Cited: Miller, Jim. â€Å"Which ‘Native' History? By Whom? For Whom. †Ã‚  Canadian Issues. Fall 2008 33-35. Saul, John Ralston. â€Å"Listen to the North. †Ã‚  Literary Review of Canada. 17. 8 (2009): 3-5. Essay Paper Canadian Identity: A Rhetorical Analysis Essay In this essay, the articles ‘Listen to the north’ by John Ralston Saul and ‘Which ‘Native’ History? By Whom? For Whom? ’ by J. R. Miller will be analyzed, specifically looking at each authors argument and his appeal to ethos, logos and pathos. In the first article, ‘Listen to the North’, author John Ralston Saul argues that current Canadian policy when it comes to our north, and the people that reside there, is out of date and based on southern ideals that hold little bearing on the realities that face northern populations.He suggests instead that the policies and regulations should be shaped by people who know the territory and it’s needs, namely people who live there. In the second article, ‘Which ‘Native’ History? By Whom? For Whom? , Author Jim Miller discuses conventions in recording native history, focusing on an area he refers to as native-newcomer histo ry. He discusses topics such as who should be recording said history, and for whom it should be intended, as evidence in the title.Both of these articles provide arguments that appeal to ethos, logos and pathos, but it is my opinion that John Ralston Saul makes a more convincing argument to his audience in ‘Listen to the north’ than Jim Miller makes in ‘Which ‘Native’ History? By Whom? For Whom? ’. The First appeal that John Ralston Saul makes is to ethos, and while credentials such as being the president of PEN International, various awards and being a well respected professional in his field all give credit to his name, he also shows that he has first hand knowledge in the specific topic he is covering.He does this through the use of a personal anecdote about his experience in the north, as well as mentioning the several times he has travelled to the north in his later career. Considering Saul’s audience, namely readers interested in r eform of policies and practices in the north, I believe that this makes a stronger argument than Jim Miller does in his article.This would be due to the fact that Miller does not provide any indication as to his experience in the field on which he is writing, and though he dose have impressive credentials himself, including a doctorate, being a professor at the University of Saskatchewan, and having a Canadian research chair position, the lack of said mention would provide a weaker argument to his audience, consisting of people interested in or researching about methods of recording native history.The next convincing argument that John Ralston Saul makes is his appeal to logos, it makes logical sense that a person who lives and works in the north would know best what is needed for northern people. This means his argument that northern people should be instrumental in creating northern policy makes a strong logical point, and a strong argument to his audience, who will most likely be able to see the logic in this. One example he uses is the current state of military presence in the north, the rangers.He talks about the uniform given to these men and women, which consists of a hooded sweatshirt and a baseball cap. John Ralston Saul states that â€Å"You can't wear this outfit outside ten months of the year† (4), and it would make logical sense that a person who lives in the north would not choose such an outfit, as it would be too ineffective in day to day use. Miller also uses logos in his argument when he discuses the fact that native-newcomer history should be reported by both native and non-native historians.Again, this appeals to the logical side of his readers, who would be able to follow the train of thought stating that if a history involves two separate groups of people, then both sides of said history should be examined, and doing such will give you a much more complete picture of events. Where is argument falls short in contrast to ‘Liste n to the North’ is the fact that though Miller makes the logical point of the recording of said history should be shared, he does not go on to provide as strong examples to his point, where Saul does.The last appeal that was made in ‘Listen to the north’ was the appeal to pathos. The author shares a sense of how ridiculous it is that northern peoples have less of an influential role in planning policy and regulation in the north. Using the example of the snowmobiles that rangers have to urinate on to get started in the cold north, Saul portrays a sense of the almost comical nature of having persons who live far away from the real life issues and hardships form policies. The reader then feels the same way the author does, which defiantly advances his argument.Miller also makes his appeal to pathos in ‘Which ‘Native’ History? By Whom? For Whom? ’, but again, I believe that it is a less effective argument, and appeals less to the emotions o f his audience. Millers argument is more based off a feeling of ownership he tries to create in his audience, the native-newcomer history belongs to both parties, not one exclusively, this creates a feeling of entitlement, as well as a feeling of being included. At the end of the article, Miller states â€Å"Which ‘Native' history? Native-newcomer history. By whom?Any and all students who are qualified and willing to carry out its methods. For whom? All Canadians† (35). I think that this is less effective then the feeling portrayed by Saul, one of ridiculousness of the current state of affairs, since persons would more likely agree with him if they also believe the current policy is foolish, as to not look foolish themselves. While both articles make strong points using the argumentative techniques of ethos, logos and pathos, it is still my opinion that John Ralston Saul makes a stronger argument in ‘listen to the north’ than Jim Miller does in ‘Which ‘Native’ History?By Whom? For Whom? ’. Saul’s use of personal connection to the topic, a stronger logical standpoint, and a more effective use of his readers emotions means that he by far has a stronger argument than his counterpart J. R. Miller. Works Cited: Miller, Jim. â€Å"Which ‘Native' History? By Whom? For Whom. †Ã‚  Canadian Issues. Fall 2008 33-35. Saul, John Ralston. â€Å"Listen to the North. †Ã‚  Literary Review of Canada. 17. 8 (2009): 3-5.

Chapter6: Advertising Design

Chapter6: Advertising Design 1. How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? 6steps of hierarchy of effects: Awareness-Knowledge-Liking-Preference-Conviction-purchase The six steps are sequential, although some experts question if they are really sequential. But, the basic model says they are sequential and that consumers spend some time at each step. For instance, before a consumer can like a brand, they first must be aware of it and develop some knowledge of it. To develop brand loyalty, consumers must go through all six steps.It is similar to attitude formation and the cognitive-affective-conative sequence. Cognitive component of attitude is the awareness and knowledge. Affective component of attitude is the liking, preference, and conviction. Conative component of attitude is the purchase. The second theory that it is important to consider is means-end theory. The basic concept is that a means, the messag e, leads to an end-state, or personal value. The model suggests six elements that are critical to ad design. Product attributes lead to consumer benefits. The leverage point connects that benefit to the personal value.Taglines are used to make an important and memorable point about the product. 2. How can leverage points and taglines increase advertising effectiveness? Leverage points are important. They move consumers from the benefits to the personal values. It links attributes to benefits to personal values. The leverage point should be associated with some component of attitude change. To be effective, ads need powerful leverage points. The leverage point can be a visual, part of a visual, a headline, a tagline or even copy in the ad. Most creatives spend considerable time thinking about and creating a good leverage point.Taglines are key phrases in an advertisement. They are designed to be memorable, unique, and offer a special meaning about the brand. Taglines can provide cons istency across ads and across advertising campaigns. Taglines become identified with a specific brand and transcend any specific ad or ad campaign. Developing good taglines is important because it lives with that brand and is around a long time, such as Nike’s tagline â€Å"Just Do It. † While taglines can be changed, companies have to be careful not to confuse customers and convey conflicting messages about the brand. 3.What roles do visual and verbal images play in advertisements? The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall.So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals. 4. What are the seven main types of advertising appeals? * Fear * Humor * Sex * Music * Rationality * Emotions * Scarcity 5. How can fear be used to create an effective ad?Fear appeals are common and are used for products ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of consequence that will occur and vulnerability is the probability of the event happening. Response efficacy is the likelihood that a change in behavior or actions will result in a desirable positive consequence. Intrinsic reward is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response cost is the cost or sacrifice the person will need to make to obtain the reward.Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to stop an undesirable behavior. All of these factors influence the effectiveness of an ad using a fear appeal. The behavioral response model explains how fear appeals work. For a product, such as a home security system ad can focus on severity, what happens when a home is broken into, or the vulnerability, which would be the probability of it actually occurring. The ad can show the negative consequence of such an event. An ad can show the intrinsic and extrinsic rewards from installing a security system.Response efficacy can be illustrated by the alarm going off when a burglar tries to enter and the police are called. Peace of mind and security are then shown as the positive consequence. 6. How can humor be used to create an effective ad? Humor is an excellent appeal for getting and keeping someone’s attention. Humor is used in about 30% of television and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and then remember the ad. In recall tests, consumers most often remembered humorous ads over ads with other types of appeals. The best results occur when the humor is connected naturally with the product.Advantages: Humor piques consumer interest. Humor increases recall and comprehension of ads. Humor elevates people’s moods, and if people feel good about an ad, they will tend to think positively about the brand being advertised. Problems occur when the humor is offensive or overpowers the message. To prevent the humor from overpowering the message, the humor should focus on the product and not stand alone. Hu mor is rooted in culture and so what is funny in one country is not likely to be funny in another. Good humor that is remembered and that is connected with the brand is difficult to achieve. . Why does sex play such a prominent role in advertising? Sex appeals are often used to break advertising clutter. The use of sex appeals has increased in the United States and in many other countries. The problem is that sex appeals may not carry the impact they used to because children are growing up exposed to sexual themes all around them. As a result, many advertisers are moving to more subtle sexual clues and a softer sexual approach. 8. How can music, rationality, and scarcity be used to increase advertising effectiveness? Music is an important part of advertising.It connects with emotions and generates memories. It has intrusive value and gets attention. Music increases the retention of visual information. It produces higher recall scores and can increase persuasiveness. Music tends to b e stored in long-term memory and consumers often tie a particular music or song with a particular brand of product. Music appeals offer a number of advantages. Consumers have an affinity with existing songs so when an existing song is used, consumers have already heard it and most have developed emotions with it. Brand awareness, brand equity, and brand loyalty become easier with music appeals.One reason mcgarrybowen sent a creative brief to musicians and asked them to write a song is that to purchase the rights to current popular songs can be extremely expensive. Musicians have become more open to writing and performing songs for ads. It is a way to be heard. Songs are often posted on YouTube and other sites. Occasionally, the full song version of a tune written for an ad will become popular and move to radio stations and other popular outlets for music. Rational appeals are based on the hierarchy of effects model and the sequence of steps outlined in the model. It implies active p rocessing of information.Rational appeals work best for print ads where longer copy can be inserted and online where there is very little limit to what copy can be inserted. Rational appeals are common in business-to-business ads, again in print media, especially trade publications. When members of the buying center are searching for information, ads using rationale appeals can be effective. Rationale appeals work well for complex and high involvement products. If a person processes the information in a rationale ad, it is excellent at changing attitudes. Scarcity appeals recommend consumers to make a purchase now because of some type of limitation.Often that limitation is limited supply so the product must be purchased before they are all gone. It can be based on limited time. You only have 5 days or one week, or just one hour. Scarcity appeals are often tied to other promotions such as contests, sweepstakes, and coupons. The concept is to encourage customers to take action, now, a nd not wait, or it will be too late. 9. What are the primary areas of concern in international advertising? Chapter7: 1. How are the three main types of message strategies used to increase advertising effectiveness? Cognitive message strategy: presents rational arguments or pieces of information to consumers. ) Generic cognitive message strategy promotes a product’s attributes or benefits in a straight forward manner without any claims of superiority. This ad for Koestler Granite and Marble uses a generic strategy. Generic message strategies can stimulate brand awareness. It can also strive to make the brand synonymous with the brand category. b) Preemptive cognitive message strategy makes a claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same claim. This advertisement for Waterfront Grill uses a preemptive message strategy.An effective preemptive message strategy can occur when a com pany is the first to state an advantage or benefit. c) Unique selling proposition message strategy focuses on a testable claim of uniqueness or superiority. d) Comparative cognitive message strategy focuses on a direct or indirect comparison to a competing brand. The brand can be real, mentioned, or fictitious. The advantage of comparative ads is that they tend to capture attention. Brand awareness and message awareness tend to be higher. The negative is that they can be less believable and can create a negative attitude.This is most likely to occur when a negative comparison approach is used in the ad, downgrading the competing brand. If the consumer does not believe the ad, then spontaneous trait transference can occur, which is placing the negative trait on the advertised brand instead of the competitor. It is important to choose competitors wisely in making comparisons. Advertisements that invoke feelings or emotions are affective message strategies. These messages attempt to en hance the likeability of a product, recall of the message, and comprehension of the message. ) Resonance advertising connects a product with a consumer’s experiences from the past in order to develop a bond with the brand. Often, advertisers will use music from that generation to create that emotional bond. b) Emotional messages attempt to elicit emotions that will lead to product recall and choice. Many different emotions can be connected with a product. Emotional messages are used in both consumer and business-to-business advertising. Affective message strategies help develop brand equity through creating an emotional bond with the brand.Conative message strategies are designed to lead directly to some type of action or response. a) Action-inducing conative ads encourage consumers (or businesses) to act in some way, to do something. It can be to make an inquiry or access a Web site for more information. b) Promotional support conative messages are tied with some type of pro motion. It may be a coupon, a contest, or a sweepstake. 2. How do the main types of executional frameworks help to deliver quality advertising messages? 3. What types of sources or spokespersons can be used in advertisements or commercials? Advertisers have four choices –Celebrities: The most common type of spokesperson is the celebrity. They are featured in about 6% of all ads. A celebrity can enhance brand equity and create emotional bonds with the brand. Celebrities are more effective with younger consumers than with older individuals. Athletes are a popular category of spokespersons. Celebrity spokespersons can be used to establish a brand’s personality. Categories of celebrity: Unpaid celebrity endorsements will sometimes occur with a charity or cause. When celebrities endorse a cause and are not being paid for the endorsement, they carry a high level of credibility.Celebrity voice-overs are used because of the quality of their voice. Sometimes it is because the v oice can be recognized and will influence consumers. At other times the voice-over is a distraction because consumers pay too much attention to the voice and don’t hear the brand message. The last category, dead celebrities is somewhat controversial. It is becoming more common because they can’t bring negative publicity to themselves or the brand. CEO: CEOs can be used as spokespersons. They work well if they are highly visible and personable. They can be a major asset to a company.They work especially well for local companies where consumers in that area know them personally, or at least have met them. Expert spokespersons: should be experts in their fields. They then serve as an authoritative figure and can provide expert opinions. Typical persons: It can be either paid actors who portray a typical person, or it can be everyday, ordinary people. 4. What process is used to create advertisements? While a creative may not draw a means-end chain out as was illustrated in this text, the creative will consider the product’s attribute, benefits, and the values it can fulfill.Decisions then must be made about the leverage point, the appeal, the message strategy and the execution. Finally, if a spokesperson is going to be used, the agency and client will need to decide who it will be. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue. From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand.It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 5. What are the principles of advertising effectiveness? Producing effective ads requires the joint efforts of the client and agency personnel. This slide lists some important principles to follow. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue.From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand. It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 6. How are advertising programs adjusted to fit international circumstances?Chapter 8: Traditional Media Channels 1. What is a media strategy? Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to potential customers is a challenge. It involves matching a target audience to the media audience of specific programs. 2. What elements and individuals are involved in media planning? Media planning begins with a careful analysis of the target market. It involves understanding the process they use in making purchases, the consumer behavior events that guide those choices.It involves studying the media choices the target market makes and understanding their listening and viewing habits. To match the media to the target market requires understanding the target market. Components of media plan: marketing analysis provides a comprehensive review of the marketing program and where advertising fits into the plan. An advertising analysis states the primary advertising strategy and budget to be used, a s well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will appear in individual media vehicles.The media planning concludes with a justification and summary of the media plan. Individual involved: Media planners work closely with the creative staff, the account executive, account planners, and media buyers. Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyer’s responsibility to ensure a good location for ads. Research has shown there is little connection between the size of the agency and the price negotiated. Being a large agency does not guarantee lower prices. A spot ad is a one-time placement of an advertisement.The rates are negotiated individually with television stations and as a result prices vary considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agency’s culture and track record in buying media, and in the relationships the media buyer develops with the media reps. 3. How do the terms used to describe advertising help the marketing team design effective campaigns? * Reach: Number in target audience exposed, typically 4-week period * Frequency: Average number of exposures Opportunities to see (OTS): Cumulative exposures, Placements x frequency * Gross rating points (GRPs): Measures impact of intensity of media plan, Vehicle rating x OTS (number of insertions) * Costs: Cost per thousand (CPM), CPM allows for cost comparisons * Ratings and Cost per Rating Point (CPRP): Ratings measure percent of target market exposed by medium, CPRP allows for comparison across media, Cost of media buy / vehicle’s rating, Weighted CPM * Continuity: Continuous campaign, Pulsating campaign, Flighting (or discontinuous) campaign * Impressions: Gross impressions – total audience exposed to ad 4.What are some of the primary advertising objectives? The three-exposure hypothesis was introduced by Herbert Krugman. The hypothesis states that it takes at least 3 exposures to an ad for it to have an effect. It also is based on the idea that advertising has intrusion value, which is viewers will pay attention to an ad even if they don’t want to. Most advertisers feel three exposures are not enough and that advertising today does not always display intrusion value.Consumers have selective attention and focus. They pay attention to only certain ads. According to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad and suggests advertising needs to be continuous since most of the time ads are ignored and increasing exposure through adding reach is more important than adding frequency.Effective reach is the percent of th e audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times and audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times then resources are being wasted. The size and placement of ads impact exposure and impact effective reach and effective frequency.Advertisers today have computer models that will help them optimize media schedules. 5. What are the advantages and disadvantages associated with each of the traditional advertising media? TV: Advantages: High reach, High frequency potential, Low cost per contact, Quality creative opportunities, High intrusion value, Segmentation possibilities through cable outlets Disadvantages: Greater clutter, Channel surfing during commercials, Short mount of copy, High cost per ad, Low recall due to clutter Radio: Advantages: Lower cost per spot than television, Low production cost, Music can match station’s programming, High segmentation potential, Flexibility in making new ads, Able to modify ads to fit local conditions, Intimacy (with DJs and radio personalities), Creative opportunities with music and other sounds, Mobile: people carry radios everywhere Disadvantages: Short exposure time, Low attention, few chances to reach national audience, Target duplication when several stations use same format Outdoor: Advantages: Large, spectacular ads possible, Able to select geographic areas, Accessible for local ads, Low cost per impression, Broad reach, High frequency on major commute routes Disadvantages: Legal limitations, Short exposure time, Brief messages, Little segmentation possible, Cluttered travel routes Magazine: Advantages: High market segmentation, Targeted audience interest by magazine, High color quality, Long life, Direct response techniques, Read during leisure time, Longer attention to ads Disadvantages : Long lead time for ads, little flexibility, High cost, High level of clutter, Declining readership Newspaper: Advantages: Priority for local ads, Coupons and special-response features, High credibility, Strong audience interest, longer copy/message possible, High flexibility, Cumulative volume discounts Disadvantages: Major clutter, Short life span, Poor quality reproduction, Limited audience, Poor buying procedures 6. How can the marketing team use the media mix to increase advertising effectiveness? * Selecting the proper blend of media outlets for advertisements is crucial. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining two or more media increases the impact of an advertising campaign more than any one medium by itself. This is true in both the consumer market and the B-to-B market. 7.What are the key issues as sociated with media selection for business-to-business markets? * B-to-B ads looking more like consumer ads * Reasons for shift * Decision makers also consumers * Decision makers difficult to reach * Clutter in B-to-B traditional media * Increase in advertising through consumer media * Trade publications still important * Same with Business magazines 8. What issues are associated with media selection in international markets? * Media importance varies. * Media viewing habits vary across countries. * Media buying is different. * Cultural mores vary. Chapter9: E-active Marketing 1. What is e-active marketing? It combines the two major components of e-commerce and interactive marketing.E-commerce consists of click-only operations that sell exclusively online and bricks-and-clicks that operate both a retail store and are online. E-commerce is being conducted in both the consumer sector and the B-to-B sector. Interactive marketing is the development of marketing programs that create two- way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. 2. How had Web 2. 0 affected the field of marketing communications? * Companies shifting dollars to online communication Changes consumer communications and interactions with companies * Pushing to â€Å"real-time† communications * Instant communications and instant service * Instant response to negative events 3. How can e-commerce programs and incentives build a stronger customer base and overcome customer concerns at the same time? E-commerce component: Catalogs * Easy to use * Photos, streaming videos, information * Match store and printed catalog * Sears â€Å"Shop Your Way† * Products not in store or printed catalog * Choose where to purchase Shopping carts * Allows consumers to select products * â€Å"Save† or â€Å"Wish† button * Shoppers abandoning shopping cart Payment systems * Easy, quick, and convenient * Multiple methods * B-to-B voucher or charge systemStore locators * Customers who want to pick up an item at the store. Customization * Customers prefer * Promotions from Web site * Access via mobile phone Customer reviews and feedback * Emerging trend * Provides opportunity for interaction * Provides level of confidence Financial incentives can persuade an individual or business to make that first purchase. The most effective financial incentives are reduced prices, free shipping, and e-coupons. Of the three incentives, 80% of shoppers say they prefer free shipping. Financial incentives must be meaningful and to generate return traffic to the site the incentive needs to be changed periodically.Online operations can offer financial incentives because of cheaper operational costs. The company has low er shipping costs since customers most of the time pay shipping. There are lower labor and personnel costs since there is no retail operation. Orders can be shipped directly from the warehouse to customers. Convenience incentives make the online shopping experience easier and encourage return visits. E-commerce is available 24/7. People can place orders at anytime from anywhere. It is important to have product information online so consumers can conduct research anytime. Online peer reviews are helpful and in the Web 2. 0 are expected. If consumers can compare brands online, that makes it easier for them.Value-added incentives encourage customers to come back to an e-commerce site, and change purchasing habits long-term. Value-added incentives are things that customers value. 4. What makes e-commerce a crucial part of business-to-business commerce? E-commerce is critical in the business-to-business sector. Many business transactions are conducted over the Web. The number of hits at a business site is directly related to expenditures in offline advertising and sales promotion offers. The incentives to gain business customers are the same as for consumer customers – financial, convenience, and value-added incentives. A major component of B-to-B e-commerce is online exchanges and auctions.These sites allow for bidding for materials and supplies, and can connect buyers and sellers. 5. How can interactive marketing and online advertising increase brand awareness, sales, and customer loyalty? Interactive marketing is the development of marketing programs that create two-way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. Steps in developing interactive marketing: a) Cultivate an attitude o f giving b) Gain trust ) Identify your one word brand d) Define your ultimate vision e) Choose your communication channels f) Evaluate and adjust Online advertising is effective if ads are placed on the right Websites and the messages resonate with individuals. Budgets for online advertising have increased in recent years and will continue to increase. One reason for the shift to online advertising is the metrics available to measure results. Online metrics provide for almost instant measurements of results. A company can see how many hits an ad produces and even what percent make a purchase. Types of online advertising: * Display or banner ad * Classified ads * Search advertising Media/video ads 6. How can brand spiraling and blogs generate positive outcomes for the marketing department? Brand spiraling is the use of traditional media to promote and attract people to a Web site. With direct mail and e-mail, companies can use PURLs, which are personalized URLs that are preloaded wit h personal and customized information for that consumer. Best results are obtained when online advertising is integrated with offline advertising. Blogs are online musings, written content put on the Web for others to read. Blogs provide a venue for people to talk online and can generate considerable online buzz, especially for hot topics.A survey of online users found that about 47% go to social networks to download coupons and search for information about products. About 45% access social networks to learn about upcoming sales and to obtain discounts on products. About 22% read or write a product review on a blog. 7. Why have online social networks, consumer-generated advertising and reviews, e-mail, and viral marketing become key components of marketing communications programs? a) Important component of interactive strategy * Integrate with other channels * Resemble information on Web site b) Using Web analytics to direct e-mail campaign * Individuals who visit Web site * Individ uals who abandon shopping cart * Targeted e-mails have higher conversion rates ) E-mail newsletters * Build brand awareness * Drive Web traffic * Customers sign up for newsletters * Provide value * Free subscription * Tie-in with Web site Viral marketing is the passing along of a marketing message to others in some way. It can be through an e-mail or on a blog. It is form of word-of-mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games. 8. How can e-active marketing be conducted successfully in international markets? A major advantage of E-active marketing is that it can be global. It doesn’t matter where the customer is or where the company is located.But, a number of e-commerce businesses do not take advantage of global customers. Shipping can be an issue. It may be difficult and expensive to ship a product to Japan or India. Payment methods also vary widely, but can be handled through companies suc h as PayPal. Communication can be an issue, although many people can read English. Technology is important to consider. Videos that play well with broadband connections may not work well in other countries with slower speeds. Chapter10: alternative marketing 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program?Buzz Marketing: Buzz marketing emphasizes consumers passing along information about a product and since it is word-of-mouth from an individual, it has a higher level of credibility. Methods of generating buzz are through consumers who use and truly like a brand: uses it is the ideal brand ambassador. They can spread buzz through personal conversations with people and also online through chat rooms, blogs, and e-mails, consumers who are sponsored to talk about a brand: It works best when the person likes the brand and uses it. Companies normally offer some type of incentive in exchange for the positive advocacy. It can be cash, but most of the time is merchandise.Selection of brand ambassadors is based on a person’s devotion to a brand and the size of their social circle. Since the idea is to talk to their friends and other people, the size of the social influence is important. They are expected to design their own grassroots effort on how they will promote the brand. Many will use low-cost marketing events and even online social networks. Although the individual is being sponsored, the key for success is that they are genuine and do believe in the product being pitched, and a company or agency generating buzz: high risk strategy, especially if the person doesn’t identify himself as an employee and the public finds out.The Word of Mouth Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign. 1) Be honest about the relationship you have with the company and what you get for being a sponsor. 2) Be honest with your opinion. Don’t say just what the sponsor company wants you to day. 3) Be honest about your identity. Guerilla marketing: developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods. Guerilla marketing focuses on a region or area and involves interacting with consumers in a unique and different way. The goal is to create excitement and to generate buzz.It is often connected with grassroots efforts to launch a brand or to market a product. Often alternative media are used. Reasons for using guerilla marketing: * To find new ways to communicate with customers * To interact with customers * To make advertising accessible to consumers * To impact a spot market * To create buzz * To build relationships with consumers Lifestyle marketing involves identifying marketing methods associated with the hobbies, entertainment, and lives of the target audience. It involves making contact with consumers were they go for relaxations, e xcitement, socialization, and enjoyment. The idea is to intersect with consumers during their daily lives.For instance, A/X Armani Exchange reaches young consumers through sponsoring and setting up booths at music festivals and fashion shows. Experiential marketing is the intersection of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of direct marketing through an interactive connection. Rather than just pass out samples, make it an experience the consumer will remember. Nickelodeon used experiential marketing with their Slime Across American Tour. Steps to take positive experience: * Clear, concise target segment * Identify right time, right place * Engage emotionally * Engage logically * Clearly reveal brand’s promise . What methods can be used to effectively employ product placements and branded entertainment? Product placement is a planned insertion in a movie, television show, book or other forms of entertainment. It has been used since the 1890s, but only recently has grown in popularity. The biggest surge in product placement came in 1982 with E. T. and Reese’s Pieces. The placement of the Reese’s Pieces in the movie spurred a 65% increase in sales following the movie’s release. Research has found that product placement increases awareness of the brand, creates a more positive attitude towards the brand, but does not have any immediate impact on sales.From a cost standpoint, product placement has a low cost per viewer of impressions. A primary advantage is that the impressions do not stop with the movie. After the movie has played in theaters it goes to DVD movie rentals, to pay-per-view television, then to the movie channels on television. Branded entertainment is the integration of the entertainment and advertising by embedding the brand into the storyline of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also now found in novels, plays, songs and movies. For successful product placement and branded entertainment, choosing the right media is important.It helps when other promotional materials are produced that reinforce or remind individuals of the brand and even the placement. Product placement and branded entertainment work because there is no call to action, so consumers tend to have a positive attitude towards the brand. Some consumers are more receptive than others. People ages 15 to 34 are more likely to notice product placements and be more receptive to them. Sometimes product placements allow companies to bypass regulations and get their products in front of their intended audience. Reasons for increased spending: * Appeal stronger in non-advertising context * Perception of what others think is important * Provides post-purchase reassurance * Reach individuals who place little value on brands . How have in store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? Store marketing point: The in-store shopping experience has a major impact on purchase decisions. It is the â€Å"make or break† time in terms of a decision to purchase a particular brand. In-store advertising seeks to engage customers. The most engaging forms of advertising are end-aisle displays and merchandise displays. The least engaging are ceiling banners and overhead mobiles. Using color, light, sound, taste, and smell increases engagement. Effective point-of-purchase: * Integrate the brand’s image into the display. Integrate the display with current advertising and promotions. * Make the display dramatic to get attention. * Keep the color of the display down so the product and signage stand out. * Make the display versatile so it can be easily adapted by retailers. * Make the display re-usable and easy to assemble. * Make the display easy to stock. * Customize the display to fit the reta iler’s store. 4. How can brand communities enhance brand loyalty and devotion? Brand communities are the ultimate in brand loyalty and brand devotion. It offers symbolic meaning and provides for interaction between the brand, consumers, and companies that participate. People join because they have shared values and experiences.Brand communities cannot be created by brands or companies. It has to be customer driven. But, brands can enhance the community and provide a richer brand community experience. Reasons: People join a brand community as an affirmation of their buying decision. It provides social identity and bond with fellow brand owners. They can swap stores, swap advice and provide help to each other and to new members. It provides a venue for feedback and new ideas. Ways to enhance a brand community: * Create benefits to encourage new customers to join. * Provide materials not available anywhere else. * Involve firm representatives in the groups. * Sponsor special eve nts and regular meetings. Promote communications among members. * Build a strong brand reputation. 5. What methods are used to adapt alternative marketing programs to international marketing efforts? Companies can enhance a brand community. Companies can create benefits for individuals to encourage them to participate and join in the brand community. Materials and items not available to the public can be provided to members. Representatives from the firm can become involved and sponsor events and meetings. They can encourage and provide an avenue for members to communicate with each other. It is also important for the company to continue its strong brand name and maintain its reputation.