Ecotourism in Kenya Essay

Kenya is a landlocked country in the continent of South Africa. It is surrounded by five countries. Kenya is a popular destination for tourists travelling to Africa as it offers tourists camel safaris, trekking, game fishing, white water rafting, ballooning, diving, wind surfing and donkey safaris. The major ecotourist attraction in Africa is one of the 40 national parks in Kenya that offer an insight into the lives of animals and their habitat. Unfortunately, 70% of national parks and game reserves are on pastoral lands, particularly Masai land. Ecotourism is a major contributor to Kenya’s economy. There are 55 000 people employed in the wildlife industry alone. And the wildlife market generates half of the country’s foreign exchange earnings. Therefore, the wildlife market is the biggest contributor to Kenya’s foreign economy. Ecotourism has had both positive and negative impacts on the wildlife environment, people and economy of Kenya. The economy, the livelihood of the people, and the maintenance of the ecosystem have had positive impacts on Kenya. Kenya’s foreign exchange earnings are from tourism and 80% of the tourist market is drawn from wildlife. Also, the Masai herders who inhabit bush land north of Mt Kenya have allocated 8 765 hectares of their land, (which teems with elephants, zebras, giraffes, wild cats) for wildlife conservations. The revenue from tourist lodge tours then go back to the community which is used for children scholarships, maintenance, development and general income. Therefore, the above have had a sustainable impact on tourism. Ecotourism also promotes sustainability of the wildlife. In Kenya, a living elephant is worth around $14 375 for every year of its life whilst the ivory from an elephant is worth about $1000. Each elephants herd earns as much as $610 000 each year. This promotes the maintenance of the elephants, minimises poaching and ensures protection of wildlife as well as livelihood for the people. Another area, the Serengeti Plains, is famous for the migration of wildlife. The national park attracts large numbers of tourists, who are attracted to the large migration of wilder beasts, cats and zebras. This experience encourages travel to the area and highlights an appreciation  for the ecosystem. In all these encounters, education is a characteristic of the various tours. There have also been some negative impacts that have affected the environment, the indigenous population and tourists. Some of these include pollution, habitat destruction, littering and armed banditry. An example of this is the indigenous people of Masai Mara. The Masai Mara tribe have lived in harmony with the animals for over four centuries. However, when the game parks were created they were forced to move without compensation. Revenue from this park have not flowed proportionality to the tribes. These negative effects have created a lot of conflict for the Masai Mara tribe. As documented above, ecotourism is vital for the economy, lifestyle and on going maintenance of wildlife in Kenya. What is required is a balanced approach to sustainability of ecotourism. Ecotourism in Kenya and in any location of the world should have minimum impact on the indigenous culture, a steady income stream and reduction on land degradation and wildlife destruction. The revenue of tourism should support the lives of the grass root people and enable them to have suitable standards of living. This will encourage their commitments to programs as they will see the benefits of their co-operation. The specific initiatives that should be looked at include an increase in tour prices during peak season as it will generate an even flow of tourists each year. Non-motorised vehicles, such as microlight flights and hot air balloons should be used for tourists to explore the wildlife as they create no pollution. Also, the management of parks need to be cared for by promoting campaigns and raising awareness to all tourists about the effects of littering and pollution of the fragile ecosystem. Kenya needs sustainable ecotourism for its survival on the economy. Kenya needs to develop strategies that will have minimal effects on social, cultural and the ecological environment. If the initiatives above are followed, it will ensure that the future generation of the world will still be able to enjoy one of the last undisturbed natural environments.

Advertising Message

Advertising Messages and Creative Approaches †¢ Whether advertising converts people into becoming brand-loyal customers or acts as a defensive shield to reassure current buyers, and whether central or peripheral cues are required, there still remains the decision about the nature and form of the message to be conveyed: the creative strategy. †¢ In practice, the generation of suitable messages is derived from the creative brief. For the sake of discussion and analysis, four elements will be considered.These concern the balance, the structure, the perceived source and the presentation o f the message to the target audience †¢ The Balance of the Message †¢ With high-involvement decisions, where persuasion occurs through a central processing route, the emphasis o f the message should be on the information content, in particular, the key attributes and the associated benefits. †¢ It is evident from previous discussions that the effectiveness of any single message is dependent upon a variety of issues.From a receiver's perspective, two elements appear to be significant: first, the amount and quality of the information that is communicated, and, second, the overall judgement that each individual makes about the way a message is communicated. †¢ The Balance of the Message †¢ This suggests that the style of a message should reflect a balance between the need for information and the need for pleasure or enjoyment in consuming the message.It is clear that when dealing with high-involvement decisions, where persuasion occurs through a central processing route, the emphasis of the message should be on the information content, in particular, the key attributes and the associated benefits. This style is often factual and product orientated. If the product evokes low-involvement decision-making, then the message should concentrate upon the images that are created within the mind of the message recipient. This style seeks to elicit an emotiona l response from receivers.There are, of course, many situations where both rational and emotional messages are needed by buyers in order to make purchasing decisions. †¢ Likeability †¢ Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption o f the message is enjoyed. †¢ An issue that has been gaining increasing attention since the beginning of the 1990s concerns the level of likeability that an advertisement generates. Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption of the message is enjoyed.This means that the greater the enjoyment, the greater the exposure to the message and the lower the probability that the message will be perceptually zapped. †¢ Biel (1990) found that changes in product preferences were considerably improved when receivers had `liked the commercial a lot'. This compares with those who were less enthusiastic or neutral towards the advertisement. Haley (1990) reported that advertisements that create a belief that the product is excellent and where messages that are liked are commercially more successful.In other words, a message that is well liked will sell more product than a message that fails to generate interest and liking. †¢ This begs the question, `what makes a message liked? ‘ Obviously, the receiver must be stimulated to become interested in the message. Having become emotionally engaged, interest can only be sustained if the credibility of the advertisement can also be maintained. The style of the message should be continued, in order that the context of the message does not require the target audience to readjust their perception.This is particularly important for low-involvement messages, where receivers have little or no interest. If the weak theory is adopted, then `liked' advertisements will tend to be those for whom the receiver has prior exp erience or exposure. Messages that are well liked appear to consist of the following components (du Plessis, 1998): 1. The advertisement needs to be entertaining. This usually means that the advertisement is new and people are curious. 2. People like advertisements with which they can identify and which show them in a good light 3.People appear to like advertisements that refer to products that are new, that tell them how the products might be useful to them and which show them how to use products. Otherwise, perceptual selection will ensure that messages for products of which target has no experience, or which the target has no interest in, will be screened regardless of the quality or the likeability of the communication The likeability level that an advertisement achieves is not the sole reason or measure of an advertisement's success or effectiveness (Joyce, 1991). Research from The Netherlands suggests that interest is also an important and interrelated factor. Stapel (1991) st rongly suggests that advertisers should make their messages interesting, as this will probably lead to liking and overall effectiveness. †¢ However, likeability and associated interest are new and interesting contributions that need to be considered when the style of an advertising message is determined. †¢ Message Structure An important part of message strategy is the consideration of the best way of communicating the key points, or core message, to the target audience without encountering objections and opposing points of view. The following are regarded as important structural features which shape the pattern of a message †¢ Conclusion Drawing †¢ Should the message draw a firm conclusion for the audience or should people be allowed to draw their own conclusions from the content? Explicit conclusions are, of course, more easily understood and stand a better chance of being effective (Kardes, 1988).However, it is the nature of the issue, the particular situation and the composition of the target audience that influence the effectiveness of conclusion drawing (Hovland and Mandell, 1952). Whether or not a conclusion should be drawn for the receiver depends upon the following: 1. The complexity o f the issue Healthcare products, central heating systems and personal finance services, for example, can be complex, and for some members of the target audience their cog nitive ability, experience and motivation may not be sufficient for them to draw their own conclusions.The complexity of the product requires that messages must draw conclusions for them. It should also be remembered that even highly informed and motivated audiences may require assistance if the product or issue is relatively new. 2. The level o f education possessed by the receiver Better-educated audiences prefer to draw their own conclusions, whereas less educated audiences may need the conclusion drawn for them because they may not be able to make the inference from the message. 3. Whether immediate action is required If urgent action is required by the receiver, then a conclusion should be drawn very clearly.Political parties can be observed to use this strategy immediately before an election. 4. The level o f involvement High involvement usually means that receivers prefer to make up their own minds and may reject or resent any attempt to have the conclusion drawn for them (Arora, 1985). One- and two-sided messages †¢ This concerns whether the cases for and against an issue or just that in favour are presented to an audience. Messages that present just one argument, in favour of the product or issue, are referred to as one-sided.Research indicates that one-sided messages are more effective when receivers favour the opinion offered in the message and when the receivers are less educated. †¢ Two-sided messages, where the good and bad points of an issue are presented, are more effective when the †¢ receiver's initial opinion is opposite to th at presented in the message and when they are highly educated. Credibility is improved and two-sided messages tend to produce more positive perceptions of a source than one-sided messages (Faison, 1961). †¢ Order of Presentation Further questions regarding the development of message strategy concern the order in which important points are presented. Messages which present the strongest points at the beginning use what is referred to as the primacy effect. The decision to place the main points at the beginning depends on whether the audience has a low or high level of involvement. A low level may require an attention-getting message component at the beginning. Similarly, if the target has an opinion opposite to that contained in the message, a weak point may lead to a high level of counter-argument. †¢ A decision to lace the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at t he beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. Source of the Message †¢ The effect of source credibility. on the effectiveness of the communication, and in particular the persuasiveness of a message, should not he underestimated. †¢ The key components of source credibility are, first, the level of perceived expertise (how much knowledge the source is thought to hold) and the personal motives the source is believed to possess. What degree of trust can be placed in the source concerning the motives for communicating the message in the first place? No matter what the level of expertise, if the level of trust is questionable, credibility ,will be adversely affected. Establishing Credibility †¢ Credibility can be established in a number of ways. One simple approach is to list or display the key attributes of the organisation or the product and then signal trustworthiness through the use of third-party endorsements and the comments of satisfied users. †¢ A more complex approach is to use referrals, suggestions and association. Trustworthiness and expertise, the two principal aspects of credibility, can be developed by using a spokesperson or organisation to provide testimonials on behalf of the sponsor of the. advertisement. Credibility, therefore, can be established by the initiator of the advertisement or by a messenger or spokesperson used by the initiator to convey the message. †¢ Credibility Established by the Initiator †¢ The credibility of the organisation initiating the communication process is important. An organisation should seek to enhance its reputation with its various stakeholders at every opportunity. †¢ However, organisational credibility is derived from the image, which in turn is a composite of many perceptions. Past decisions, current strategy and performance indicators, level of service and the type of performance network members (e. . high-quality retail outlets) all influence the perception of an organisation and the level of credibility that follows. †¢ Credibility Established by the Initiator †¢ One very important factor that influences credibility is branding. Private and family brands in particular allow initiators to develop and launch new products more easily than those who do not have such brand strength. Brand ext ensions (such as Mars icecream) have been launched with the credibility of the product firmly grounded in the strength of the parent brand name (Mars).Consumers recognise the name and make associations that enable them to lower the perceived risk and in doing so provide the platform to try the new product. †¢ The need to establish high levels of credibility also allows organisations to divert advertising spend away from a focus upon brands to one that focuses upon the organisation. Corporate advertising seeks to adjust organisation image and to build reputation. †¢ Credibility Established by a Spokesperson †¢ People who deliver the message are often regarded as the source, when in reality they are only the messenger. These people carry the message and represent the true source or initiator of the message (e. g. manufacturer or retailer). Consequently, the testimonial they transmit must be credible. There are four main types of spokesperson: the expert, the celebrity, the chief executive officer and the consumer. †¢ The expert has been used many times and was particularly popular when television advertising first established itself in the 1950s and 1960s. Experts are quickly recognisable because they either wear white coats and round glasses or dress and act like `mad professors'.Through the use of symbolism, stereotypes and identification, these characters (and indeed others) can be established very quickly in the minds of receivers and a frame of reference generated which does not question the authenticity of the message being transmitted by such a person. Experts can also be users of products, for example, professional photographers endorsing cameras, secretaries endorsing word processors and professional golfers endorsing golf equipment †¢ Credibility Established by a Spokesperson Entertainment and sporting celebrities have been used increasingly in the 1990s, not only to provide credibility for a range of high-involvement (e. g. An gus Deayton for Barclaycard and Marianne Paithfull for Virgin Atlantic, and low-involvement decisions (e. g. David Beckham for Brylcream) but also to grab the attention of people in markets where motivation to decide between competitive products may be low. The celebrity enables the message to stand out among the clutter and noise that typify many markets. It is also hoped that the celebrity and or the voice-over will become a peripheral cue in the decision-making process: Joanna Lumley for Boots Opticians and AOL email, Gary Lineker for Walkers Crisps and Heather Lockyear for L'Oreal. There are some potential problems which advertisers need to be aware of when considering the use of celebrities. First, does the celebrity fit the image of the brand and will the celebrity be acceptable to the target audience? Consideration also needs to be given to the longer-term elationship between the celebrity and the brand. Should the lifestyle of the celebrity change, what impact will the chang e have on the target audience and their attitude towards the brand? Witness the separation of the (then) England football coach, Glenn Hoddle, and his wife, and the consequent termination of the Weetabix advertisement set around the family breakfast table. †¢ This matching process can be used to change brand attitudes as well as reinforce them. BT wanted to change the attitude that men had to telephone calls.Rather than being just the bill payer and the gatekeeper of calls to other members of the family, the role Bob Hoskins had was to demonstrate male behaviour and to present a solution that was acceptable to all members of the family. Attitudes held by men towards the telephone and its use changed significantly as a result of the campaign, partly because Hoskins was perceived as a credible spokesperson, someone with whom men could identify and feel comfortable. †¢ The second problem concerns the impact that the celebrity makes relative to the brand.There is a danger that the receiver remembers the celebrity but not the message or the brand that is the focus of the advertising spend. The celebrity becomes the hero, rather than the product being advertised. Summers (1993) suggests that the Cinzano advertisements featuring Joan Collins and Leonard Rossiter are a classic example of the problem: `The characters so dwarfed the product that consumers may have had trouble recalling the brand'. †¢ Issues such as brand development can also be impeded when identification by an audience with the celebrity is strong.Sony had to fade audiences away from its association with John Cleese by using a Robot/Cleese look-alike for a period. †¢ Richard Branson is used to promote Virgin Financial products and Victor Kiam `so liked the razor that he bought the company' (Remington). Here, the CEO openly promotes his company. This form of testimonial is popular when the image of the CEO is positive and the photogenic and on-screen characteristics provide for enhan ced credibility. Bernard Mathews has established authenticity and trustworthiness with his personal promotion of Norfolk Roasts. †¢ The final form of spokesperson is the consumer.By using consumers to endorse products, the audience is being asked to identify with a `typical consumer'. The identification of similar lifestyles, interests and opinions allows for better reception and understanding of the message. Consumers are often depicted testing similar products, such as margarine and butter. The Pepsi Challenge required consumers to select Pepsi from Coca-Cola through blind taste tests. By showing someone using the product, someone who is similar to the receiver, the source is perceived as credible and the potential for successful persuasion is considerably enhanced. Sleeper Effects †¢ The assumption so far has been that high credibility enhances the probability of persuasion and successful communication. This is true when the receiver's initial position is opposite to th at contained in the message. When the receiver's position is favourable to the message, a moderate level of credibility may be more appropriate. †¢ Whether source credibility is high, medium or low is of little consequence, according to some researchers (Hannah and Sternthal, 1984).The impact of the source is believed to dissipate after approximately six weeks and only the content of the message is thought to dominate the receiver's attention. This sleeper effect (Hovland et al. , 1949) has not been proved empirically, but the implication is that the persuasiveness of a message can increase through time. Furthermore, advertisers using highly credible sources need to repeat the message on a regular basis, in order that the required level of effectiveness and persuasion be maintained (Schiffman and Kanuk, 1991). †¢ Presentation of the Message The presentation of the promotional message requires that an appeal be made to the target audience. The appeal is important, because u nless the execution of the message appeal (the creative) is appropriate to the target audience's perception and expectations, the chances of successful communication are reduced. †¢ There are two main factors associated with the presentation. Is the message to be dominated by the need to transmit product-orientated information or is there a need to transmit a message which appeals predominantly to the emotional senses of the receiver?The main choice of presentation style, therefore, concerns the degree of factual information transmitted in a message against the level of imagery thought necessary to make sufficient impact for the message to command attention and then be processed. There are numerous presentational or executional techniques, but the following are some of the more commonly used appeals. †¢ Appeals Based upon the Provision of Information †¢ Factual †¢ Sometimes referred to as the `hard sell', the dominant objective of these appeals is to provide info rmation.This type of appeal is commonly associated with high-involvement decisions where receivers are sufficiently motivated and able to process information. †¢ Persuasion, according to the ELM, is undertaken through the central processing route. This means that advertisements should be rational and contain logically reasoned arguments and information in order that receivers are able to complete their decision-making processes †¢ †¢ The establishment of credibility is vital if any message is to be accepted.One of the ways in which this can be achieved is to present the message in such a way that the receiver can identify immediately with the scenario being presented. This process of creating similarity is used a great deal in advertising and is referred to as slice-of-life advertising. For example, many washing powder advertisers use a routine that depicts two ordinary women (assumed to be similar to the target receiver), invariably in a kitchen or garden, discussing the poor results achieved by one of their washing powders. Following the advice of one of the women, the stubborn stains are seen to be overcome by the focus brand. The overall effect of this appeal is for the receiver to conclude the following: that person is like me; I have had the same problem as that person; he or she is satisfied using brand X, therefore, I too will use brand X. This technique is simple, well tried, well liked and successful, despite its sexist overtones. It is also interesting to note that a number of surveys have found that a majority of women feel that advertisers use inappropriate stereotyping to portray females roles, these being predominantly housewife and mother roles. †¢ Demonstration A similar technique is to present the problem to the audience as a demonstration. The focus brand is depicted as instrumental in the resolution of a problem. †¢ Headache remedies, floor cleaners and tyre commercials have traditionally demonstrated the pain, the dirt and the danger respectively and then shown how the focus brand relieves the pain (Panadol), removes the stubborn dirt (Flash) or stops in the wet on a coin (or edge of a rooftop – Continental tyres). †¢ Whether the execution is believable is a function of the credibility and the degree of life-like dialogue or copy that is used. Comparative Advertising †¢ Comparative advertising is a popular means of positioning brands. Messages are based upon the comparison of the focus brand with either a main competitor brand or all competing brands, with the aim of establishing superior. †¢ The comparison may centre upon one or two key attributes and can be a good way of entering new markets. Entrants keen to establish a presence in a market have little to lose by comparing themselves with market leaders. †¢ However, market leaders have a great deal to lose and little to gain by comparing themselves with minor competitors. Appeals Based Upon Emotions and Feelings †¢ Appeals based on logic and reason are necessary in particular situations. However, as products become similar and as consumers become more aware of the range of available products, so the need to differentiate becomes more important. Increasing numbers of advertisers are using messages which seek to appeal to the target's emotions and feelings, a `soft sell'. Cars, toothpaste, toilet tissue and mineral water often use emotion-based messages to differentiate their products. There are a number of appeals that can be used to solicit an emotional response from the receiver. Of the many techniques available, the main ones that can be observed to be used most are fear, humour, animation, sex, music, and fantasy and surrealism. †¢ Fear †¢ Fear is used in one of two ways. The first type demonstrates the negative aspects or physical dangers associated with a particular behaviour or improper product usage. Drink driving, life assurance and toothpaste advertising typify this form of appeal. The second approach is the threat of social rejection or disapproval if the focus product is not used. This type of fear is used frequently in advertisements for such products as anti-dandruff shampoos and deodorants and is used to support consumers' needs for social acceptance and approval. †¢ Fear appeals need to be constrained, if only to avoid being categorised as outrageous and socially unacceptable. There is a great deal of evidence that fear can facilitate attention and interest in a message and even motivate an individual to take a particular course of action: for example, to stop smoking.Fear appeals are persuasive, according to Schiffman and Kanuk (1991), when low to moderate levels of fear are induced. †¢ Ray and Wilkie (1970), however, show that should the level of fear rise too much, inhibiting effects may prevent the desired action occurring. This inhibition is caused by the individual choosing to screen out, through perceptive selection, mess ages that conflict with current behaviour. The outcome may be that individuals deny the existence of a problem, claim there is no proof or say that it will not happen to them. †¢ Humour The use of humour as an emotional appeal is attractive because it can draw attention and stimulate interest. A further reason to use humour is that it can put the receiver in a positive mood. Mood can also be important, as receivers in a positive mood are likely to process advertising messages with little cognitive elaboration (Batra and Stayman, 1990). †¢ This can occur because there is less effort involved with peripheral rather than central cognitive processing, and this helps to mood protect. In other words, the positive mood state is more likely to be maintained if cognitive effort is avoided.Yellow Pages have used humour quietly to help convey the essence of their brand and to help differentiate it from the competition †¢ It is also argued that humour is effective because argumen t quality is likely to be high. That is, the level of counter-argument can be substantially reduced. Arguments against the use of humour concern distraction from the focus brand, so that while attention is drawn, the message itself is lost. With the move to global branding and standardisation of advertising messages, humour does not travel well. While the level and type of humour are difficult to gauge in the context of the processing abilities of a domestic target audience, cultural differences seriously impede the transfer of jokes around the world. Visual humour (lavatorial, Benny Hill type approaches) is more universally acceptable (Archer, 1994) than word-based humour, as the latter can get lost in translation without local references to provide clues to decipher the joke. †¢ Humour, therefore, is a potentially powerful yet dangerous form of appeal.Haas (1997) reports that UK advertising executives have significantly higher confidence in the use of humour than their US cou nterparts, but concludes that ‘humour is a vague concept and that its perception is influenced by many factors'. These factors shape the context in which messages are perceived and the humour conveyed. †¢ Animation †¢ Animation techniques have advanced considerably in recent years, with children as the prime target audience. However, animation has been successfully used in many adulttargeted advertisements, such as those by Schweppes, Compaq, Tetley Tea, Direct Line Insurance and the Electricity Board. The main reason for using animation is that potentially boring and low-interest/involvement products can be made visually interesting and provide a means of gaining attention. A further reason for the use of animation is that it is easier to convey complex products in a way that does not patronise the viewer. †¢ Sex †¢ Sexual innuendo and the use of sex as a means of promoting products and services are both common and controversial. Using sex as an appeal in messages is excellent for gaining the attention of buyers. †¢ Research shows, however, that it often achieves little else, particularly when the product is unrelated.Therefore, sex appeals normally work well for products such as perfume, clothing and jewelry but provide for poor effectiveness when the product is unrelated, such as cars, photocopiers and furniture. †¢ Haagen-Dazs premium ice-cream entered the UK market using pleasure as central to the message appeal. This approach was novel to the product class and the direct, natural relationship between the product and the theme contributed to the campaign's success. †¢ The use of sex in advertising messages is mainly restricted to getting the attention of the audience and, in some circumstances, sustaining interest.It can be used openly, as in various lingerie, fragrance and perfume advertisements, such as WonderBra and Escape, sensually, as in the Haagen-Dazs and Cointreau campaigns, and humorously in the Locketts brand. †¢ Music †¢ Music can provide continuity between a series of advertisements can and also be a good peripheral cue. A jingle, melody or tune, if repeated sufficiently, can become associated with the advertisement. Processing and attitudes towards the advertisement may be directly influenced by the music.Music has the potential to gain attention and assist product differentiation. Braithwaite and Ware (1997) found that music in advertising messages is used primarily either to create a mood or to send a branded message. In addition, music can also be used to signal a lifestyle and so communicate a brand identity through the style of music used. †¢ Many advertisements for cars use music, partly because it is difficult to find a point of differentiation (Independent, 18 October 1996), and music is able to draw attention, generate mood and express brand personality (e. . Rover, BMW, Nissan Micra, Peugeot, Renault). †¢ Some luxury and executive cars are advertise d using commanding background music to create an aura of power, prestige and affluence, which is combined with strong visual images in order that an association be made between the car and the environment in which it is positioned. There is a contextual juxtaposition between the car and the environment presented. Readers may notice a semblance of classical conditioning, where the music acts as an unconditioned stimulus.Foxall and Goldsmith (1994) suggest that the stimulus elicits the unconditioned emotional responses that may lead to the purchase of the advertised product †¢ Fantasy and Surrealism †¢ The use of fantasy and surrealism in advertising has grown partly as a result of the increased clutter and legal constraints imposed on some product classes. By using fantasy appeals, associations with certain images and symbols allow the advertiser to focus attention on the product. The receiver can engage in the distraction offered and become involved with the execution of t he advertisement.If this is a rewarding experience it may be possible to affect the receiver's attitudes peripherally. Readers may notice that this links to the earlier discussion on `liking the advertisement'. †¢ Finally, an interesting contribution to the discussion of message appeal has been made by Lannon (1992). She reports that consumers' expectations of advertisements can be interpreted on the one hand as either literal or stylish and on the other as serious or entertaining, according to the tone of voice. This approach vindicates the view that consumers are active problem solvers and willing and able to decode increasingly complex messages.They can become involved with the execution of the advertisement and the product attributes. The degree of involvement (she argues implicitly) is a function of the motivation each individual has at any one moment when exposed to a particular message. †¢ Fantasy and Surrealism †¢ Advertisers can challenge individuals by prese nting questions and visual stimuli that demand attention and cognitive response. Guinness challenged consumers to decode a series of advertisements which were unlike all previous Guinness advertisements and, indeed, all messages in the product class. The celebrity chosen was dressed completely in black, which contrasted with his blonde hair, and he was shown in various time periods, past and future, and environments that receivers did not expect. He was intended to represent the personification of the drink and symbolised the individual nature of the product. Audiences were puzzled by the presentation and many rejected the challenge of interpretation. `Surfer' and `Bet on Black' are more recent Guinness campaigns which seek to convey the importance and necessity to wait (for the drink to be poured properly).To accomplish this, it portrays a variety of situations in which patience results in achievement. †¢ Fantasy and Surrealism †¢ When individuals respond positively to a challenge, the advertiser can either provide closure (an answer) or, through surreal appeals, leave the receivers to answer the questions themselves in the context in which they perceive the message. One way of achieving this challenging position is to use an appeal that cognitively disorients the receiver (Parker and Churchill, 1986). If receivers are led to ask the question `What is going on here? ‘ their involvement in the message is likely to be very high. Benetton consistently raises questions through its advertising. By presenting a series of messages that are socially disorientating, and for many disconcerting, Benetton continually presents a challenge that moves away from involving individuals into an approach where salience and `standing out' predominates. This high-risk strategy, with a risk of rejection, has prevailed for a number of years. The surrealist approach does not provide or allow for closure †¢ The conformist approach, by contrast, does require closur e in order to avoid any possible counter arguing and message rejection.Parker and Churchill argue that, by leaving questions unanswered, receivers can become involved in both the product and the execution of the advertisement. Indeed, most advertisements contain a measure of rational and emotional elements. A blend of the two elements is necessary and the right mixture is dependent upon the perceived risk and motivation that the target audience has at any one particular moment. †¢ The message appeal should be a balance of the informative and emotional dimensions. Furthermore, message quality is of paramount importance.Buzzell (1964) reported that `Advertising message quality is more important than the level of advertising expenditure'. Adams and Henderson Blair (1992) confirm that the weight of advertising is relatively unimportant, and that the quality of the appeal is the dominant factor. However, the correct blend of informative and emotional elements in any appeal is paramo unt for persuasive effectiveness. †¢ Advertising Tactics †¢ The main creative elements of a message need to be brought together in order for an advertising plan to have substance.The processes used to develop message appeals need to be open but systematic. †¢ The level of involvement and combination of the think/emotional dimensions that receivers bring to their decision-making processes are the core concepts to be considered when creating an advertising message. Rossiter and Percy (1997) have devised a deductive framework which involves the disaggregation of the emotional (feel) dimension to a greater degree than that proposed by Vaughn (1980) (see Chapter 12 for details). They claim that there are two broad types of motive that drive attitudes towards purchase behaviour.These are informational and transformational motives and these will now be considered in turn. †¢ Informational Motives †¢ Individuals have a need for information to counter negative concer ns about a purchase decision. These informational motives are said to be negatively charged feelings. They can become positively charged, or the level of concern can be reduced considerably, by the acquisition of relevant information. †¢ Transformational Motives †¢ Promises to enhance or to improve the user of a brand are referred to as transformational motives.These are related to the user's feelings and are capable of transforming a user's emotional state, hence they are positively charged. Three main transformational motives have been distinguished by Rossiter et al. (1991): †¢ Various emotional states can be associated with each of these motives, and they should be used to portray an emotion that is appropriate to the needs of the target audience. †¢ One of the key promotion objectives, identified earlier, is the need to create or improve levels of awareness regarding the product or organisation.This is achieved by determining whether awareness is required at the paint of purchase or prior to purchase. Brand recognition (at the point of purchase) requires an emphasis upon visual stimuli, the package and the brand name, whereas brand recall (prior to purchase) requires an emphasis on a limited number of peripheral cues. These may be particular copy lines, the use of music or colours for continuity and attention-getting frequent use of the brand name in the context of the category need, or perhaps the use of strange or unexpected presentation formats. Advertising tactics can be determined by the particular combination of involvement and motives that exist at a particular time within the target audience. †¢ If a high involvement decision process is determined with people using a central processing route then the types of tactics shown in Figures 21. 2 and 21. 3 are recommended by Rossiter and Percy(1997). If a low-involvement decision process is determined with the target audience using a peripheral processing route, then the types of tactics shown in Figures 21. and 21. 5 are recommended. †¢ The Rossiter-Percy approach provides for a range of advertising tactics that are oriented to the conditions that are determined by the interplay of the level of involvement and the type of dominant motivation. These conditions may only exist within a member of the target audience for a certain time. Consequently, they may change and the advertising tactics may also have to change to meet the new conditions. There are two points that emerge form the work of Rossiter and Percy.The first is that all messages should be designed to carry both rational, logical information and emotional stimuli but in varying degrees and forms. Second, low involvement conditions require the use of just one or two benefits in a message whereas high involvement conditions can sustain a number of different benefit claims. This is because †¢ persuasion through the central processing route is characterized by an evaluation of the alternative s within any one product category

PICO Question and research to answer the question Paper

PICO Question and to answer the question - Research Paper Example And based on the National Institute for Mental Health, the symptoms that the child is exhibiting are consistent with a diagnosis of Attention Deficit Hyperactive Disorder or ADHD (2008). An intervention being considered for the child is to not give him any drug at all. Some studies now currently indicate that ADHD is an over-diagnosed illness, and that it is being made as an excuse to suppress normal hyperactivity in children that parents cannot manage (Rowland & Salvatore, 2001). It is possible that the child may outgrow his hyperactivity and in the meantime, other remedies may be considered for his hyperactivity. Encouraging him to engage in physical activities can also provide a more fruitful outlet for the child’s excess energy. Ritalin should not be used as the first and last resort for hyperactive children because the child may just be going through a natural phase in his life. Ritalin use carries dangerous and irreversible risks for the child. It can stunt the child’s growth, can cause nervousness and insomnia, anorexia, nausea, and abdominal pain (Ritalin Side Effects, 2003). Some experts brand it as a mind-altering drug which is being used for children who may just be naturally rambunctious and playful, not mentally unstable. In recent years, demand for Ritalin increased. Many experts are now concerned with this increase and they advocate the belief that Hyperactivity or ADHD is being over-diagnosed and Ritalin over-prescribed (Rowland & Salvatore, 2001). The alternative intervention for this child is the drug Ritalin. The mental health professional that the child’s parents consulted with recommended Ritalin for the child. The child’s parents are still deliberating whether or not drugs would be the best remedy for their child’s condition. Ritalin is the drug of choice for many ADHD sufferers in the United States. Studies reveal that about 85% of Ritalin produced is being used

Designing Learning Activities in a Standards-Based System Assignment

Designing Learning Activities in a Standards-Based System - Assignment Example When based on the organization, the resulting activity will be of high quality, allow for learning from others and the designed activity can be uses by the entire school. My chosen professional development is individual based because it can be accessed online at any place, and an individual can develop by him/herself based on his or her personal preference. The content of this professional development activity has helped me develop professionally in the area of standard-based systems for learning activities. I have learned that the â€Å"lifeless content† (Garet, Porter, Desimone, Birman, & Yoon, 2001, p. 920) is the normal curriculum can be translated into meaningful learning objectives, as well as strong standards, for the authentic assessment and engagement of the learning activities. ... B The Professional Development Activity in Context. This professional development activity I chose relates to the culture of my school. Based on the school culture of the graduate programs in the College, students are supposed to cover the syllabus within the required time. Nevertheless, the traditional methods of teaching emphasize on covering the curriculum without engaging the students to develop activities by themselves based on standardised system. This helps students, teachers and parents. This area relates to the New York state educational policy where new teachers have to undergo training before they start teaching. Teachers undergo induction period for the first two to three years to develop their capabilities. Also, beginners in the teaching field are not left to work on their own. Teachers are prepared well prior to teaching, can develop the expertise on their own and teaching can be mastered in a relatively short time. Peer coaching and mentoring to enhance analysis of ap plication, companionship and technical feedback are all features of this teacher training. Also, competence of teachers has to be evaluated annually to enhance continued learning. According to Whitehouse et. al. (2006), "professional development of teachers is to help teachers improve their professional practice so that students learn better" (p.49). Professional Learning and Leadership Standards enhance lifelong learning among the reading professionals, and this equips them with skills such as reading, attending the professional meetings, and pursuing an advanced degree. Also, the professions are able to evaluate the importance of advocacy, professional learning experiences,

Complications of pregnancy Essay Example | Topics and Well Written Essays - 1250 words

Complications of pregnancy - Essay Example Delayed menstruation for 1-2 weeks followed by spotting or bleeding is a typical sign of ectopic pregnancy. Gastrointestinal problems may also occur along with lightheadedness and dizziness. Yet if tubal pregnancy remains undetected for 4-6 weeks after conception, the fallopian tube becomes more distended and can rupture leading to symptoms like excruciating abdominal pain, nausea, vomiting and faintness. In some cases, the patient may go into shock or rapid pulse, decreased blood pressure, restlessness, sweating may lead to hemorrhage (Smeltzer, 2009). Adnexal mass might be found upon pelvic examination along with tenderness (Doherty, 2010). Complications/risks: Failure to diagnose ectopic pregnancy especially in patients with few symptoms can increase the risk of internal bleeding which can result in hemorrhage or shock. Management: Treatment choices include surgical intervention either laparotomy or laparoscopy and medication. Surgical management may be salpingectomy (removing the concerned fallopian tube) or salpingostomy (preserving the affected tube) depending on patient’s wish. However, salpingostomy increases the risk of persistent trophoblast and ectopic pregnancy whereas salpingectomy avoids these risks but only one tube remains with reproductive ability. Non-surgical medication treatment includes the use of anti-cancer drug methotrexate (Tembhare, 2010) which can be administered intravenously or intramuscularly (Wolfson, 2009). Delivery before 37th week of pregnancy is classified as pre-term labor (WHO, 1994). Clinical presentations: Clinical signs of preterm labor include uterine contractions, menstrual like cramps, diarrhea, back-ache, pelvic pressure, increased vaginal discharge(Littleton, Engebretson, 2002)vaginal bleeding, ruptured membranes, initial cervical dilation greater than 3 cm and contraction frequency of 4 per hour or more (Creasy, Resnik and lams, 2004). Complications/risks: Risk factors to the mother are largely associated with tocolytic agents used in treatment. Respiratory depression/arrest, pulmonary edema, hypotension and cardiac arrest are complications associated with administration of magnesium; similarly, terbutaline may induce hyperglycemia, hypokalemia and myocardial ischemia. Other drugs (nifedipine and indomethacin) may produce side effects like gastrointestinal problems, renal failure and hepatitis (Littleton, Engebretson, 2002). Neonatal may suffer from renal dysfunctions, nec rotizing enterocolitis, patent ductus arteriosus, intracranial hemorrhage preterm deliveries. Management: Obstetric practices for averting preterm labor include bed rest, home uterine activity monitoring, sedation and hydration, however, little evidence is present about success rates of these methods (Goldenberg, 2002). Tocolytic therapy is used for the hindering uterine contractions which include calcium channel blockers (nicardipine, nifedipine), magnesium, ?-mimetics (terbutaline, fenoterol etc.), non-steroidal anti-inflammatory agents (indomethacin) and ethanol. Evidence suggests that tocolytic therapy is significant in preventing preterm labor (Berkman et al., 2003 ). In addition, cervical cerclage is employed where cervical incompetence is found, in which a suture (rescue cerclage) is placed to prevent further dilations. Management of preterm labor includes avoiding neonatal complications through use of corticosteroids and antibiotics to prevent traumatic delivery and streptoc occal neonatal sepsis (Goldenberg, 2002) Pre-eclampsia is a condition in which pregnant patient experiences a triad of

Summarise the paper"The business risk audit A longitudinal case Essay

Summarise the paper"The business risk audit A longitudinal case study of an audit engagement" - Essay Example In contrast, the longitudinal approach revealed the practices that were embedded in the auditing process. The paper has focused on the impact of BRA on audit engagement. In addition, administrators use methodologies that will increase the profitability of their firms. For example, audit methodologies can divert the attention of the staff from low-value added services by ensuring they focus on more value-added audit services during the process. Moreover, administrators have the power to determine the nature and scope of the audit process. Consequently, it is evident that they have a lot of influence over the outcome of the process. However, it is believed that they will not abuse this influence because they have to protect the legitimacy of their organizations and their profession. Furthermore, it is difficult for the administrators to control the activities of seasoned practitioners from the center of the organization. The introduction of the BRA was informed by the need to shift the focus of the auditor from the financial statement risk to business risk. In addition, it focuses on transforming the nature of auditing from a high volume one to focusing on high level monitoring based on the application of strong analytical tools (Curtis & Turley 2007, p.444). The administrators are concerned with the implications that the audit methodology employed will have on the firm. In contrast, the auditors are influenced by their personal beliefs and experiences. The latter often consider the guidelines that are provided by the former as frameworks rather than something that must be followed strictly. The firm can be sued if its methodologies result in an unexaggerated view of the business. Consequently, the administrators have to ensure that they create effective methodologies that are consistent with the expectations of regulators. The

OPERATIONS MANAGEMENT Essay Example | Topics and Well Written Essays - 2500 words - 1

OPERATIONS MANAGEMENT - Essay Example Introduction An organization could only be considered dynamic if it’s operational and it’s performing. The quality of the operation will influence its competitiveness and express its influence in the market to leverage. Part of 1 of this paper is some annotated bibliography on performance management and the second part is a company analysis. Theme 1. Annotated Bibliography Arnason, R., (2009). Fisheries management and operations research, European Journal of Operational Research, Elsevier, vol. 193(3), pages 741-751. Author is a scholar specializing his study on the aquatic reserves and who was challenged to evaluate the fishery industry anent to some deep-rooted problem on economic inefficiency e.g. blaming on inappropriate social institutions which control fishing management and common property development. Author argued the needs to replace the existing institutions that can provide appropriate leadership and management attune to the ideal social objectives of fisher ies. While author recognized the singular objective of fishing industry which is to maximize the present value and benefits from fisheries but empirical realities on the ground showed variegated, conflicting and interests of groups within the industry. Arnason contended that it’s more appropriate to embrace a multi-objective programming system with such management regime that is inclusive of (1) fisheries management system, (2) enforcement and (3) fisheries policies. This system, for him, should be correlated to the cost required in fisheries management and its value of harvest. Author further acknowledged that there ought to be a balance in fisheries management with cost efficiency amid multidisciplinary issues to ensure that managers are able to perform the necessary tasks necessary to have effective produce. Holsapple, C. W. & Lee-Post, A. (2010). Behavior-based analysis of knowledge dissemination channels in operations management, Omega, Elsevier, vol. 38(3-4), pages 167- 178. Authors are scholars taking serious interests on analyzing the behaviors about how knowledge is disseminated in operation management. Both contended that the significance if this discipline is vital for knowledge dissemination through journals, magazines, books, and other online sources for information that are supportive or are exploring more about the significance of operational management, which may include surveys, analyses. Though the study was quite limited by scope and resources utilized to fit the needs of the researcher, however, the examination of behaviors as explicated in the resources used was able to explicate the three metrics for rating publications for operational management studies. Researchers believed that the metric can be utilized by those who are working to determine which OM journals or books uphold substantial relevance. Galindo, G. & Batta, R. (2013). Review of recent developments in OR/MS research in disaster operations management, European Journal of Operational Research, Elsevier, vol. 230(2), pages 201-211. Researchers are scholars who have serious interests in reviewing the developments in OR/MS studies focused on disaster operation management. They affirmed that as disaster impacts to large number of populace and create serious environmental damages, the devastating effects inspire interests on scrutinizing the disaster operations management are undertaken using the studies of Nezih Altay and Walter

Community and Traditional Policing Research Paper

Community and Traditional Policing - Research Paper Example However, community policing is seeking strategic integrations of the police operations with the entire mission of the police department, with an aim of fostering a practical deterrence of crime (Scheider 1). Nevertheless, the paper will compare traditional and community policing, identify both benefits and limitations of the strategies, and identify the ranks responsibilities in the implementation process of these strategies. In the next section of the paper, the SARA model of policing will be explored while identifying the operational strategies through the implementation process in the police department, and finally, discuss opinions on community policing and effects on the police department operations. Comparing Community and Traditional Policing The responsibility of partnership and sharing of crucial information among the law enforcement agencies has been emphasized by traditional policing, at the state, local, and federal level. In fact, information concerning a suspected crimi nal can be shared among different law enforcement agencies in order to facilitate the process of arrest. On the other hand, community policing focuses on supporting a wider range of communication among the police departments concerning effective resolution to problems caused by cases of crime. Moreover, it seeks an expansion of the relationship among the law enforcement agencies, which entail not-for-profit organizations, businesses, media, members of the community and nongovernmental law enforcement agencies (Maguire and Wells, 5). Therefore, the partnership entails involvement of various parties and sharing of crime and necessary information with different groups, instead of focusing on the development of practical remedies to the problems faced by members of the community. The foundation of police departments is based on activities of traditional policing, though these operations are not similar to community policing. In fact, community policing focuses on a different perspective , though modification and alteration of the changes concerning the perspectives of traditional policing. Therefore, these activities make a substantial contribution to the advancement of community policing philosophies, which increases the capacity of enhancing the services offered by the police department. On the other hand, community policing is supporting application of strategies that facilitate rapidity in responding to crime situations. However, decrease in time consumed in responding to a crime does not guarantee chances of arrest for prevention of crime. In fact, community policing facilitates the determination of the public and police department in increasing the rapidity in responding to the distress calls based on their nature, thereby matching the expectations of their policies. Moreover, the police are encouraged to increase the way in which victims of crime can report various incidences such as application of online coverage systems or volunteers to collect these repor ts. Therefore, community-policing focuses on increasing the effort, through which strategic response can be developed in situations of crime. In traditional policing, there are chances of increasing the frequency of arrests in cases of crime, which is considered a solution to crime related problems in the society. In fact, these arrests are significant to the police department, though they are not considered effective ways of solving problems in the community, due to consideration of other offences that fail to result to an arrest. Benefits and Shortcomings of these strategies One benefit of applying community policing is a reduction of fear associated with crime in the society, whereby there is increased presence of police officers in the residential areas; thus,

Humanities Assignment Example | Topics and Well Written Essays - 250 words

Humanities - Assignment Example Furthermore, the artists refocused their energies at impressionism and abstract art. In addition, other art movements such as Futurism and Objectivity took centre stage. Moreover, other artists like C.R.W Nevinson adapted by joining the War and taking their art into the battlefield. â€Å"The period between 1914 and 1945 represents the ‘End of Certainty’ in the West.† Evaluate this statement, using five examples, in light of the period’s developments in the arts, humanities and science. In relation to the arts, the period was characterized by redefined trends in architecture and painting. Evidently, new style of art such as decorative art, photo-realism, pattern and high tech art. Moreover, nonrepresentational art forms such as abstract expressionalism were replaced by new genres such as pop art. Science and technology equally witnessed rapid advances which witnessed the growth of mass popular culture, as well as empirical science. To this end, new inventions such as telephones, electric lighting appliances, motion pictures, record players. The literary world in postmodernism was signified by transformation in traditional culture. This included adapting, experimenting, and changing literary forms and styles. Furthermore, areas such as drama witnessed significant changes. For example, the American drama matured to through playwrights in Broadway as well mixing American theatrical

History of Pinkerton Detectives Essay Example for Free

History of Pinkerton Detectives Essay Allan Pinkerton was born in Glasgow, Scotland, on August 25, 1819. He was born into poverty to a police man who could no longer work due to injuries he had sustained from the job. To support his family Allan worked as a cooper or barrel maker in his native land. Allan ran afoul of local authorities over the membership in a chartist movement. This was a political movement that was dedicated to universal suffrage and better working conditions for the poor. A price was laid on his head and Allan and his young bride Joan fled for their lives. This landed them in the United States and settled near Chicago in 1842. He was a very hard working man who had realized working for himself would be the best thing for him and his family. After some time he move to Dundee a town he realized it was in need of cooper. There he quickly gained control of the market due to his good quality of barrels and low prices. The desire he had to expand his business is what led him to the path of being a detective. Allan Pinkerton realized that good quality raw materials for his barrel were easily obtained on Small Island close to town. Through a business mind he decided instead of paying others to provide him with the materials he should instead travel to the place to get the materials. Pinkerton was an abolitionist and soon his shop acted as a station for escaping slaves to freedom to the north through the Underground Railroad (John, 2005). When Pinkerton got to the island, there were signs of habitation. Having in mind that there were some counterfeiters in the area, he concluded that could be their hiding place. He teamed up with the local sheriff to venture out the camp and this led to the arrest of the band. His superiority began in detective and the local townspeople turned to him to help them in arresting the ringleader of the band. The natural abilities in Allan Pinkerton eventually allowed him to track and bring down the counterfeiters to justice. One day while Pinkerton was gathering wood he discovered a gang that was making coins in the area. Allan assisted in arresting these men. This discovery and arrest of the counterfeiters led to his appointment as a country sheriff in 1846. In 1850 Allan was appointed as the first city detective in Chicago police force and in the same year he established a private detective agency. In 1850 by Pinkerton Allan along with Chicago attorney general Edward Rucker founded the north western police agency. In 1843, Allan’s brother Robert had formed his own business called Pinkerton company which was originally established as railroad contractors, but along the line he began to work as a railroad detective. This business was growing very rapidly that he hired several men as detectives and guards. When Allan and Rucker’s business dissolved a year after its formation; Allan joined his brother in the already established company and the name changed to Pinkerton National Detective Agency (John, 2005). The Pinkerton detective agency It is believed to be founded by Allan Pinkerton in the 1850s. He selected a logo of an open eye with the tagline â€Å"we never sleep†. This is what led the Pinkerton men and later to private eyes. Pinkerton provided a wide range of private detective services and specialized in the capture of train robbers and counterfeiters. Their clients included banks, railroads, and government and they provided stable business for the firm. They were hired by railroad companies to investigate crimes against them and the activities of labor movements. Pinkerton was a solution to the growing labor unrest. Many businesses wanted muscular enforcers available at the factories and mines to watch their employees closely (Geringer, 2008). In 1861, when he was investigating a railway case he discovered an assassination plot against Abraham Lincoln. The conspirators were intended to kill Lincoln during a stop at Baltimore on the way to his inauguration. Pinkerton warned Lincoln of the threat and he passed through that city at night secretly. Lincoln soon hired Pinkerton to organize a secret service to gather military information during the civil war in the southern states. During this time he hired escaped slaves as spies to the confederates. During the time of the civil war Pinkerton headed a group that was aiding the government with information about their rivals. He also at times acted as Lincoln’s body guard. During the years between 1867 and 1875 he was the head of American secret service during the civil war and he led to the pursuit for frank and Jessie James American outlaws in the state of Missouri (John, 2005). After the civil war Pinkerton went back to the management of his detective agency. When Robert Pinkerton died in 1868 Allan Pinkerton took over the whole management of the detective agency. However a year later he suffered a paralyzing stroke which nearly killed him. He recovered later and went on with the management of the Pinkerton detective agency. Between the year 1873 and 1876, one of his agents managed to obtain the secured evidences that had led to the breaking up of the coal miners’ organization in Pennsylvania who were thought to engage in terrorism. This led to the execution of twenty people members by the court. In 1877 they went on strikes that led to much criticism of the Pinkerton detective agency harsh policies towards the labor unions. The criticism was done in circles though Pinkerton was assertive that he was helping workers by opposing the labor unions. Allan Pinkerton died in 1884, and the agency was taken over by his sons William and Robert who continued the agency’s movement from detective work to security and protection. Improved police departments and other private agencies at this time had begun to impinge on Pinkerton’s business. Allan’s sons continued with the company’s expansion, investigations of mafia activities, unions, robberies and insurance claims. They also provided protection to various public events. During the labor unrests he hired guards to keep strikers and their unionists away from the factories. Most noted was the 1892 homestead strike where the Pinkerton agents ended up killing several people. The Pinkerton Detective agency often supplied men to break strikes. During this year 1892, the amalgamated iron and steel workers union invited its members at a homestead plant owned by Andrew and Henry. The strikers were waiting for them and they had a battle all the day long which resulted to the death of seven Pinkerton’s agents and nine workers. This gave the agency a bad publicity (Gale, 2000). Allan Pinkerton II gained control of the company in 1923. He continued with the expansion of the business due to increasing bank robberies which was facilitated by automobile. In 1930 he also died and Robert Pinkerton II took control of the agency. In 1937 when the Wagner Act by the congress was passed it made the investigation of the labor activities illegal. To make up for this loss of the business the Pinkerton Agency focused more on investigation of gambling, especially the horse racing circuit. The 1940s through to 1960s was a time for change for the Pinkerton National detective agency. Their primary service changed to guarding of property. This can be linked partly to the services they offered during the World War II; guarding the war supply plants. In 1965 it was renamed Pinkerton’s incorporated to reflect this shift away from investigation services. In 1967 Edward J. Bednarz became the first non- family member to be a president of the agency. In 1983 Americans Brands purchased the Pinkerton for $162 million. The chairman who took over Robert McGuire had the objective to improve the agency service and increases revenue. His efforts resulted to $11 million loss in sales by 1987. This loss could be partly blamed on the competition by other over 1000 security agencies that had sprung up over the years (Gale, 2000). Thomas Wathen purchased the company from the American Brands in 1988 for $95 million. His goal was to revitalize this firm having revitalized the California Plant Protection to gain its former position of a multi purpose investigation firm. He actively sought the company’s growth through acquisitions. After duration of two years, Pinkerton’s inc. had combined revenue of $605 million. Wathen also expanded the agency reach to other countries including Mexico, Canada and Portugal. In 1991, Pinkerton acquired Business Risk International, a respected investigation, a respected investigation, consulting and business agency. This move brought Pinkerton back into business as a full service security provider. The firm continued to expand throughout the late 1990s, and solidified its position as the world’s biggest security solutions firm (Gale, 2000). In conclusion the Pinkerton detective agency may not have been founded to run this far but the ambitions of the people who ran the company contributed to this sustainability of the company. The good work offered by the company was also needed by many and the target groups who received the services were also well chosen. The natural abilities of Pinkerton were also a great and important aspect of his mission. The choosy way of recruiting the agents contributed a great deal to the success of the company. All these reasons combined with the excellent services they offered made them more successful. Pinkerton was a great man in searching for up coming opportunity which helped him in expanding his businesses and also gain superiority. References Gale Group, (2000): Pinkerton National Detective Agency. Retrieved on 16th Jan, 2009 from: http://www. accessmylibrary. com/coms2/summary_0193-13350_ITM Geringer J. , (2008): Allan Pinkerton and His Detective Agency: We Never Sleep. Retrieved on 16th Jan, 2009 from: http://www. trutv. com/library/crime/gangsters_outlaws/cops_others/pinkerton/1. html John L. Hoh, Jr. (2005): Allan Pinkerton and his Secret Role in the Underground Railroad. Retrieved on 16th Jan, 2009 from: http://www. suite101. com/article. cfm/the_underground_railroad/114256

Leadership and the art of encouraging people

Leadership and the art of encouraging people Leadership is the art of encouraging a group of people to act towards achieving a common goal. Leadership is the art of getting someone else to do something you want done because he wants to do it (Dwight D. Eisenhower). Being a leader is an adventure because one can never be sure whether he will achieve the goal. Leadership is fun, excitement, adventure but more over it means responsibility. A good leader doesnt do different things, but he does the same things differently. The two important things that the leader should deal with are the job and the group. The job: what is to be done, it doesnt mean work but it could be getting innovative ideas. Thus its the leaders responsibility to get the work done at the right time. The group: The people who do the job thus the effective leader should be able to manage the team and make everyone work together in peace. In business, leadership is linked to performance. Active leaders are those who increase their companys bottom lines. Role of a Leader: Leader is the guy who makes the team go. Leader should be self-motivated as they have to help others to do the right things. Once the task has been assigned the leader must set direction, built a simulating idea and produce something unique. Leadership is all about plotting where you need to go to achieve victory as a team or an organization. It is inspiring, dynamic and vibrant. Leader should also use management skills to direct their team, to accomplish the target in a discipline and in an efficient way. Leader vs. Manager: Leaders are people who do the right things, Managers are people who do things right. (Professor Warren G. Bennis) If manager has got traits of leader in them then he can be a true manager. At every stage manager are expected to be the leader of the work group so that the team members willingly participate, accept guidance and carry instruction. As stated by John Kotter Leadership and management are two distinctive and complementary system of action. Both are necessary for success in an increasingly complex volatile business environment. The fact is that leadership and management are both important. They are two distinctive systems of action, both are necessary and each seeks to do different task. Thus one needs to be good in leading and then managing. Personal experience: Leadership is what I have been practicing since childhood. I was the captain of my school volley ball team. Effective communication with the team mates, inspiring them to achieve targets is what I was good at. Later in my higher secondary school I was elected the Students Secretary where I got to show more of my leadership skills. Organizing events, interacting with different people, getting things done in time were some of the skills which I was good at. Working in group helps you to be a good listener. I enjoyed working in team which helped me to become a good team member along with a good leader. Creativity was another quality which I learnt through various technical programmes which were organized, managed and hosted by me. I always think of the broader perspective while performing any task. I see to it that while working in teams, all the team members are willing to work with enthusiasm. Different leadership model: Leadership models are structured approaches to providing actual guidance and decision making within an organization. Various types of leadership theory have developed programs aimed at classifying different models, sometimes explaining when and where certain models are likely to work best for a given situation. Leadership Models: Functional, situational, transformational, inspirational, etc. based on Mullins (2010) Framework of Leadership. Why Situational Leadership Model: As a group we decided to select Situational Leadership model as it is easy to understand and use. Adaptability and versatility are two key requirements needed from a leader using the situational leadership method. Leadership is a skill. The ideal scenario is for a leader to have vast flexibility. The requirement to change ones leadership style according to the circumstances is one of the critical principles underlying standard models such as Situational Leadership (develop by Blanchard and Hersey in the late 1960s). The models examine the needs of the situation youre in, and then use the most suitable leadership style. Based on employees capabilities in their task areas and promise to their tasks, leadership style differs. Condition of situational leadership: à ¢Ã¢â€š ¬Ã‚ ¢ Leaders should adjust their style to follower maturity, based on how willing and ready the follower is to perform required tasks (competence and motivation). à ¢Ã¢â€š ¬Ã‚ ¢ There are 4 leadership styles that match the 4 combinations of high/low willingness and readiness. à ¢Ã¢â€š ¬Ã‚ ¢ The 4 styles suggest that leaders should put more or less focus on the task in question and/or the relationship between the follower and the leader. à ¢Ã¢â€š ¬Ã‚ ¢ Assumes that leadership based on how the boss makes judgments. Application of situational leadership: The Air Force professional military education (PME) schools rely completely on the Situational Leadership model to help teach military leadership and management. For more than 40 years, the Center for Leadership Studies (CLS) has trained individual, corporate leaders and trainers on Situational Leadership, the approach that produces todays most preferred, adaptable and strong leaders. Others opinion: After attending the Situational Leadership workshop, our managers are better equipped to lead their employees in taking on projects and/or responsibilities. (Kris Sakowicz, Motorola) Group Activity: A leadership style and quality Questionnaire will help to sort individual leadership style and map it against the leadership requirement of various sectors/ industries. In order to understand the leadership qualities well, we had a group discussion and came across with some good skills a good leader must hold. They are: à ¢Ã¢â€š ¬Ã‚ ¢ Communication skills: Interaction, presenting ideas clearly and effectively, listening and explanation skills are also important. It also includes proper eye contact and body language. Good communication can be through thorough listening and commenting. It helps the leader to get connected to his fellow members with trust while boosting the moral while performing a specific task. à ¢Ã¢â€š ¬Ã‚ ¢ Empathy: To show empathy is to identify with anothers feelings. Leaders should have a perspective of the fellow team mates to take a wise decision. This is a quality which a leader should have to be able to judge his people for effective outputs. à ¢Ã¢â€š ¬Ã‚ ¢ Inspiration: Its about helping others to achieve their goal and boosting their confidence. Leaders should communicate this thorough action. An inspirational leader has many followers. à ¢Ã¢â€š ¬Ã‚ ¢ Integrity: A person of integrity is the same on the inside and on the outside, such individual can be trusted, a leader must have the trust of followers. It can be gained by good behavior with the team members. Each team member should be treated with respect and the leader should be willing to listen to all the team members suggestions. This will eventually help to achieve the integrity of people and will help the leader to perform efficiently in the long run. à ¢Ã¢â€š ¬Ã‚ ¢ Magnanimity: Giving credit where it is due, thus magnanimity helps team member feel good about them and bind the team close together. Rewards should be given by leaders for outstanding performances. These rewards inspire people to perform efficiently. à ¢Ã¢â€š ¬Ã‚ ¢ à ¢Ã¢â€š ¬Ã‚ ¢ Creativity: Ability to think differently, its the ability to see things that others have not imagine thus this is how lead supporter in new direction. à ¢Ã¢â€š ¬Ã‚ ¢ Sense of Humor: To relieve tension and boredom in order to energize follower. To provide some control over the work environment humor is essential. à ¢Ã¢â€š ¬Ã‚ ¢ Organizational awareness: Understand organizational culture and aims then apply different strategies to achieve the goal. à ¢Ã¢â€š ¬Ã‚ ¢ Team work: Treat all members equally, should be fair to each and every team member. Interact with them in order to gain loyalty, trust and keep positive spirit in the team. Feedback: My group members rated me in different leadership qualities. According to them my communication skills are good as I clearly listen to what other person has got to say and then put my view forth but they failed to observe that I have little stage fear no matter how confident I am. I was also rated as a good motivator as I inspired my team members to participate with zeal throughout the group discussion sessions. Creativity was what they think I am good at. I was rated on an average scale in terms of my sense of humor, it is little difficult for me to work on it. They also rated me good at magnanimity, as I appreciated the views and points put forth my team members. I have always been a good team member since childhood and this was rated as my best quality by my team mates, however sometime due to lack of patience I miss out some important points which might affect my efficiency and I often get irritated when things do not work out well but my team mates believe that I can overcome my weaknesses. Conclusion: Leadership is a quality by which you can drive people to achieve targets. It is a human science which helps you to communicate effectively, teaches you to be a good listener, be a good team player. Situational Leadership models to improve the decision making process. The feedback by my team members will help me to analyze my strengths and my weaknesses and finally will guide me how to work upon it. This Leadership capability was a truly learning session which helped me to improve my leadership skills.

Black Death Essay -- History, Plague

The most immediate effect of the plague was that it led to higher wages for the poor. Prior to the Black Death, Europe was in a state of overpopulation, and famines were a frequent occurrence (Herlihy 39). After the arrival of the first outbreak of plague, however, Europe's population dropped somewhere between twenty-five and forty-five percent (Gottfried 77). Not only that, but, repeated occurrences of plague kept Europe's population lowered, and it did not regain its pre-plague levels until the mid-sixteenth century (Gottfried 134). That overwhelming loss of so many lives turned the situation around, and suddenly Europe was facing a labor shortage. That gave laborers an advantage over their employers. With the lack of workers able to fill positions, people were able to negotiate their employment, demanding more money. If their demands were not met, they were often able to find better opportunities elsewhere (Ziegler 233). This led Matteo Villani to complain in 1363 that, à ¢â‚¬Å"Serving girls and unskilled women with no experience in service and stable boys want at least 12 florins per year, and the most arrogant among them 18 or 24 florins per year, and also nurses and minor artisans working with their hands want three times or nearly the usual pay †¦ † (Herlihy 48-49). That shows, clearly, what was happening at the time. Not only did workers want more money, they expected it. What is more important, however, is that they actually received more pay. In fact, wages doubled overall in the period after the plague. Evidence has shown that during the period between the 1340's and 1390's, skilled construction worker's pay rose from 3d to 5d per day in Southern England, and those who were unskilled saw an increase from 1 ½d to 3d... ...cent (Gottfried 97). That led to a new trend in Europe, one where many landlords, unable to obtain a profit from their lands, leased their lands to the serfs for a cash rent, and many became absentee landlords (Gottfried 138). For instance, on one manor in the baliwick of Clare, most of the lands were being leased out by 1380 (Ziegler 239). In another example, in Witchurch England in 1383 the landlord, Richard Talbot, switched to leasing the lands after attempts to directly farm in failed (Platt 50). And those are just a couple of the many examples of that occurring. What that meant for the serfs who received leases was that they were no longer bound by the chains of serfdom. They could farm the lands as they saw fit, keep what they needed for their families, and sell what they didn't. In return for this they only needed to pay a cash rent to the landlord.

Snowdrops - Exploring Snowdrops :: English Literature

Snowdrops - Exploring Snowdrops - Consider the structure and language - What does the writer want to achieve - Your personal views are essential. "Snowdrops" ----------- Task: - Explore "Snowdrops". Targets: - 1) Consider the structure and language. 2) What does the writer want to achieve. 3) Your personal views are essential. "Snowdrops" is a story based on child like wonder, emotion and discovery. After reading the story many times in depth I have discovered that there is a lot more to the story than there aperies for example contrasts and comparison in the short story that liven it up quite significantly, like use of colours, temperature, descriptions, textures and creative writing are all used to create a certain atmosphere. What is the story about? If you were to read the story once you would probably say it was about a schoolteacher that all the children like and she was seeing a man who died. But if you look closely at the structure of the story then you will see there is more than that, it is about a child who cant wait to see the snowdrops in the school garden and when he finally see's then he sees they are not all that amazing, which is true to life in many respects because nothing appears to be a good as it is made out to be. Descriptive writing is one of the strongest things in this piece; it is used to draw the reader into the same state of mind of the writer. 'Today Miss Webster is going to show them the snowdrops growing in the little three cornered garden outside the school-keeper's house', this is a great sentence because the writer could have just said 'little garden' but to add affect she said three cornered, this creates a magical place in out heads and helps us to imagine the garden. ' Gerard was eating a bowl of porridge, and what he did was this. He would make a crater in the porridge with his spoon, and then he would watch the milk run in and fill the hole up. Then he would dip his spoon in it and drink it.' Does this create a marvellous picture in your head? Because it does in mine as I have done this myself when I have been eating my breakfast. This is a prime example of child like wonder as he is so amused and excited with his new discovery, when you are younger you are fascinated with the smallest things like the porridge and the "snowdrops". Contrasts are occurring all the time in "Snowdrops" for example reds and oranges are used to create that affect of heat and well being and

Corporate Social Responsibility Essay -- CSR Essays

In recent years, companies are becoming socially responsible and now stakeholders almost expect a company to have CSR policies. Therefore, in twentieth century, corporate social responsibility (CSR) became an important development in public life (Barnett, ND).Corporate social responsibility is defined as â€Å"the ways in which an organisation exceeds the minimum obligations to stakeholders specified through regulation and corporate governance† (Johnson, Schools and Whittington, N.D cited in March, 2012). Stakeholders can be defined as â€Å"those individuals or groups who depend on the organisation to fulfil their own goals and on whom, in turn, the organisation depends† (Johnson, Schools and Whittington, N.D cited in March, 2012). There are many purposes for this essay, the first purpose is to descried the key principles of corporate social responsibility and explain their importance for stakeholders. Secondly, is to show how far this company follows those principles in order to be accountable to at least three of its stakeholders. In this essay, three stakeholders, environment, customers and employees will be evaluated respectively and the key principles of the stakeholders will be examined. There is a link between corporate social responsibility and the key principles of the stakeholders, which a company should follow to be responsible to its stakeholders. The first stakeholder is environment and the key principle used for it is not damage the environment for example, recycling, dealing correctly with their wastes and emissions. The second stakeholder is the employees. The key principle for the employees is companies providing safe and health working conditions for their staff. Moreover, the employees earn an appropriate salary for ... ...012] - Starbucks. 2011: Recycling & Reducing Waste Available from: http://www.starbucks.com/responsibility/environment/recycling [Accessed on 11th of March 2012] - Starbucks Newsroom. 2010: Starbucks struggles with reducing environmental impacts. Available from: http://news.starbucks.com/article_display.cfm?article_id=472 [Accessed on 11th of March 2012] - Starbucks Newsroom. 2010: Starbucks to Provide Additional Lower Calorie Options this January. Available from: http://news.starbucks.com/article_display.cfm?article_id=313 [Accessed on 11th of March 2012] - The recycle times. 2011: Starbucks steps up to the plate: addresses pollution allegations by setting up a recycle process. Available from: http://therecycletimes.com/2011/04/starbucks-steps-up-to-the-plate-addresses-pollution-allegations-by-setting-up-a-recycle-process/ [Accessed on 11th of March 2012]

Principles of Organizational Communication Essay

Two ladies wished to sit near one of the managers; the manager was unaware of this. As everyone took their seats at the tables, only one of the ladies was able to sit at the same table as the manager. The lady who was not able to sit on the manager’s table became quite upset and the following day at work refused to speak to the other girl. All the colleagues in the office who were aware of the situation did not pay too much attention to the dispute as they thought it would pass the next day, however as the week went on, the dispute continued and then other parties became involved in taking sides. What communication theories apply to these problems? It’s the leader’s job to point people in the right direction with clear, coherent, and consistent communication designed and planned thoughtfully and in advance. The leader of today thus has to lead with a clear direction in mind, and at the same time, ensure that the rest of the team understands which direction they are going. It is only when the whole entire team, together with the leader are working towards a common goal and final destination that success can really be achieved. Communication is thus essential because leaders must be able to communicate the goals and directions to the team other than being able to define it. Finally, they must communicate in such a way that the team will be inspired and motivated to take action. What organizational theories or perspectives are apparent? Principle; this is a narrower process of developing and maintaining procedures. This principle gives clear structure and rules which considers changing environment. It applies to the organization, powers, duties and its functions. In relationship to organizations today we do see that there is a rigid form of rules and power being installed by organizations such as the Unity of command. What information is missing? In week two the atmosphere became quite volatile and the work rate of the staff was definitely affected. In the case I encountered at work, I believed the conflict was just a clash of personalities between the two people concerned, however as the conflict evolved there became a deeper meaning to the reasons behind the problem, which moved onto to needs and expectations. What assumptions are we making about the organization, its people, and their problems? Lack of communication skills training. Lack of confidence in the quality, attitude, and management to the staff. Good idea to hire positive personalities that are good with people. This will help the company build a positive image for itself. Sensitivity Who or what appears to be most responsible for the communication problems? Good communication is the key to a successful business. Identifying the signs of communication problems is the first step in solving communication issues. Some of the things to look for are mistakes, apathy, lack of cooperation, frequent complaining, and poor communication can increase the issues. Diagnosing the problem and finding ways to lessen the impact can help reduce conflict and restore business productivity What are the shared realities in the organization? Empathy. The ability to understand the emotional makeup of other people. A skill in treating people according to their emotional reactions. Before make decision I think leader should think as the way employees think then they can make intelligent decisions Are the principal individuals good communicators? Everyone needs to take the time to listen and reflect on what is being said, good communication requires everyone to participate fully. Knowledge of a culture is key to business success and to recognize differences sometimes requires you to put aside your own sensitivities to do what is necessary to work together. Are the principals in this case assuming responsibilities for the communication behaviors? No. Both the manager and the employee have the responsibility of seeking clarification whether they understand each other to minimize conflicts between them. Skills What skills do the case principals exhibit? Analytical problem solving skills. Make decisions based on well reasoned assumptions. Alert to personal characteristics and relationships among the principals of the case. What additional skills are needed? Understanding the situation in which the problem is located. Sort out the relevant from the irrelevant, facts from the assumptions and goals from actions, and organize the issues into a clear exposition of the problems at hand. How could these skills be developed? Through understanding SWOT (strengths weaknesses, opportunities and threats) analysis. It helps to convert wish statements into concrete attainable objectives. What overall organizational skills are lacking? The skill of making logical consistencies with the situation analysis that was done. What are the major organizational strengths? Qualitative and quantitative analytical skills, including problem identification skills, data handling skills and critical thinking skills. Application skills, using various tools, techniques and theories. Oral communication skills, including speaking, listening and debating skills. Values What is important or valuable to the involved individuals? Being able to understand and deal with the different viewpoints and perspectives of the other employees on their team Do they share similar values? No. Some need to display ‘aggressive hospitality,’ that is, be encouraged to provide good customer service to other employees well beyond their expectations. How would you describe the culture of the organization? Good communication flow, its diversity and various languages. Having people with different background and skills is one of the most important benefits for one organization. Are the individual and organizational goals compatible? Yes. Everyone is working together and is ready to give and take, help and support one another because the main focus is to accomplish their mission. All the team members have a common goal to achieve. Develop alternatives and test the â€Å"reality† of possible solutions What should be done? Everyone needs to have a brainstorm session to find a solution for the problem, that way there is high probability of obtaining many different and creative ideas. This effort enables the team to obtain many alternatives and implement the best action plan and assign the tasks to the people involved. How many alternatives can be generated? 5. They can use Maslow’s Hierarchy of human needs and it can be classified into five categories (physiological, security, belongingness, esteem and self-actualization).

Doll’s House Essay

Victorian England was marked by rapid industrial growth, resulted in changes in the society, organization and attitude of the people. It is the custom of a society to bring into play, its own rules and values, to satisfy their interests. The literary works of the Victorian Era were pictures of the contemporary society drawn by eminent writers of the time. Henrik Ibsen was one among them. The adverse aspects of the society were unraveled harshly by the author, in the play ‘Doll’s House’. Women were expected to surrender their life for the comfort of the family. This is well explicated in the play through the life of Nora, the principal female character. A thrash about maintaining their own self can be identified in the characters both male and female. The society of the era seemed to have coherent notions and concepts about masculinity and femininity. Deviation from such preconceived notions was not well accepted. Nora, the ‘doll wife’ of Torvald was confined in the comforts of her own home. She was denied the status of a wife. This was the fate of most of the woman characters of the period that appeared in the current literatures of the time. They had to struggle for the approval of the society they live in. What Ibsen wanted was to liberate woman from the conventional roles of bearer’s of children and their moral guides. The materialistic mentality of male characters of the time was revealed through Torvald,  Ã‚   an unsuccessful barrister who refused to take ‘unsavory cases’. This materialism was exhibited by his attitude towards his wife, that he considered her as an ‘asset’, not as his ‘partner’. The economic and social changes during nineteenth century made the people work for a place in the society based on money. The over powering morality is another major theme of the play. The heroic action of Nora to save her husband by forgery was a crime in the eyes of the society. Mrs. Linde betrayed her real lover and married another man only for money. All the characters of the play appear to be misleading and unreliable during their walks of life. This instability was true temperament of the period. Ibsen succeeded in gradually bringing out the real personality of the major characters of the play. Thus through a middle class family story, the author depicted the existing society and common life with power and precision. Reference Ibsen, Henrik. (1879). A Doll’s House. Capenhagen: Denmark.