Human Resource Management Health Care Organization

Human resource management in a health care organization Introduction Managing human resources helps health care organizations to be effective. Human resource management (HRM) functions involve the recruitment, placement, evaluation, compensation and development of the employees of an organization. Human resource management incorporates various functions. The primary function of HRM is to increase the effectiveness and contribution of employees in the attainment of the goals and objectives of the organization. Unique challenges Staffing Staffing in a health care organization is an extremely important part of human resource management. It helps to identify the strengths of the current workforce and opportunities for improvement that relate to the delivery of service within the organization. In order to find out the staffing issues within a health care organization, it is important to conduct an analysis of the whole organization in order to view the arising matters. This assessment should also look at the performance measures for the organization and make sure these are appropriately addressed ADDIN EN.CITE Mathis2010542(Mathis Jackson, 2010)5425426Mathis, R.L.Jackson, J.H.Human Resource Management2010BelmontCengage Learning9780538453158http://books.google.co.ke/books?id=SKqkQzyy-38C( HYPERLINK l _ENREF_7 o Mathis, 2010 #542 Mathis Jackson, 2010). Staffing is a unique challenge in a healthcare organization since the organization has several human resourceShow MoreRelatedHuman Resource Management Roles592 Words   |  3 PagesHuman Resource Management’s Role in the Health Care Industry HCS/341 Human Resources in Health Care January 9, 2012 Diane Rodriguez â€Æ' Human Resource Management’s Role in the Health Care Industry Human Resource Management helps healthcare organizations maintain a great relationship between the employees and their organization. Human Resource department of an organization has multiple responsibilities and its primary purpose is to improve the productive contribution of people within anRead MoreOrganization Planning, Project Management, and Information Technology1319 Words   |  6 PagesApplication: Organization Planning, Project Management, and Information Technology The successful implementation and subsequent meaningful use of information technology solutions within a health care organization is a challenging and iterative process. The organization must engage in careful and ongoing strategic and tactical planning to ensure that the implemented technology will ultimately be effective and beneficial for its practitioners, staff, and patients. To prepare for this ApplicationRead MoreHRMs Role in the Healthcare Industry762 Words   |  3 PagesHRMs Role in the Health Care Industry: Organizations, businesses, and companies across the globe use human resource management including those in the health care industry since the human resource department is considered as the spine of the organization by the workers. The seeming importance of human resource management originates from the fact the human resource department is responsible for various tasks in the organization that are directly linked to the organizations employees. In mostRead MoreEssay On Health Workforce Trends1400 Words   |  6 Pagesworkforce is a major challenge before the US health care. There are a number of trends in health care that are currently affecting the workforce dynamics. The use of technology in health care has increased over time and increasingly health care organizations are adopting new technologies to make their services better. It is an important trend that has also affected the health care workforce. Increased use of Information Technology in the health care organizations has le d to related changes in the compositionRead MoreHenry Ford Health Systems: Human Resources Models Essay1338 Words   |  6 PagesDuring my senior year of undergraduate studies at Wayne State University, I shadowed a pediatrics physician at a Henry Ford Medical Group center in Dearborn, MI. The HFMG is part of Henry Ford Health Systems. The Henry Ford Health Systems employs over 23,000 employees while the HFMG employs over 1,300 senior staff physicians and researchers along with 3,100 non-physician providers and support staff. â€Å"The HFMG generates $750M in net revenue, which represents about 33% of total HFHS provider revenues†Read MoreHealth Care At The Healthcare Industry1684 Words   |  7 PagesHealth care informatics delivers a promising future for the health care industry. Big data analytics, computer aided decision support, and systems integration will provide health care organizations with new tactics to treat patients while controlling cost. â€Å"Widespread us e of health IT within the health care industry will improve the quality of health care, prevent medical errors, reduce health care costs, increase administrative efficiencies, decrease paperwork, and expand access to affordable healthRead MoreHuman Resources Management Approach to Samhsa Strategic Initiatives1526 Words   |  7 PagesHuman Resources Management Approach to SAMHSA Strategic Initiatives Alena De la cruz Saint Leo University Professor McCabe October 25, 2014 The human resources department plays an important role when it comes down to strategic planning. To illustrate this form of planning is a vital component in strategic human resource management. The human resource department must demonstrate a plan, which is the strategy which is intendedRead MoreHca 340 Week 3 Outline for Final Paper1561 Words   |  7 Pagesfinancial characteristics of health care delivery along with managing costs, revenues, and human resources Examine the financial characteristics of health care delivery along with managing costs, revenues, and human resources Outline I. Introduction II. Thesis Statement III. Financial aspects of health care delivery A. Reason behind the increasing health care cost B. Impact of rising cost on the quality of services IV. Role of Human Resources in health care industry A. ChallengesRead MoreThe Role of Human Resource in Healthcare1011 Words   |  4 PagesIntroduction Human resource department is significant in the health care industry. This is because it necessitates the delivery of quality health care from a consumer perspective, physicians, regulators, employees and payers. It is vital that human resources department gives room for working closely with all parties in the organization. This ensures that the health institution becomes successful. The department works closely with all employees to assist a person to understand their responsibilitiesRead MoreHris Project1406 Words   |  6 PagesInformation Systems for Human Resources Management Information is an essential tool for managers in the retention, recruitment, utilization and evaluation of human resources in health services organizations. Since they support the goals and objectives of the organization, information systems play an important role in planning and management of human resources. These systems will serve as an important personnel administration operational programs, including employee record keeping, budget control

Essay On Being A Cripple - 922 Words

Change is Crippling In Nancy Mairs short story, â€Å"On Being a Cripple†, she reflects on her life handling her disability of Multiple Sclerosis (MS) and how it has changed different aspects of her existence. She defines herself as a cripple despite the negative connotations the word may have. Over the past ten years, Mairs has had her MS slowly progress as her body deteriorates. She sees her life as fairly average, but seemingly small tasks have become difficult to her and has required help from her family. Despite their support, Mairs still fears that peoples kindness is out of pity. The stigma around physical disfigurement and being crippled causes added suffering to her life. Although the disease dictates much of her existence,†¦show more content†¦The drastic changes in Maris’ life forced her to reevaluate the way the thought about everyday existence. The way she goes about living is drastically different than those around her. Mairs commented on her own life saying, â€Å"Of late, I have begun to catch myself wondering how people can propel themselves without canes† (Mairs 67). She has become used to her disability and this has created a disconnect between her and the rest of the world. While others are free of even giving a thought to what she handles everyday, she has a adapted into a way of thinking that accommodates to her life. Even the way she perceived others interactions was changed and she feared that any act of kindness from others was out of pity and shame. The author has completely altered the way she interacts with the world because of just one single part of her life. People become used to thinking of their lives in a certain way, not objectively as just a part of society. Throughout her emotional journey, she had to accept who she was. Even as Mairs still suffers, she has learned to handle herself in the face of adversity. She is forced to handle the fact that there is little that she can do to combat her cond ition. In contrast to her feelings at the beginning of her journey when she focused on the amount that her disease was ruining her life, she became able to not let that define her. She is aware ofShow MoreRelatedReview of Mairs Autobiography Entitled, On Being a Cripple Essay600 Words   |  3 Pages â€Å"On Being a Cripple† is placed under the genre of autobiography because it focuses on a significant personal experience in Mairs’ past and draws out the meaning as she tells her story and reflects on her experiences. The key factors of an autobiographical essay include dramatic events or episodes, vivid details and narration, and an interweaving of narration with reflection on and interpretation of the essayist’s experiences (Norton xxvii). This essay focuses on Mairs’ experiences and personalRead MoreAnalysis Of Nancy Mairs s On Being A Cripple 1083 Words   |  5 PagesIn Nancy Mairs On Being a Cripple, she deliberates the relationship between the English Language, American Society, and her struggle with multiple sclerosis (MS). Mairs criticizes people for wincing at the word cripple, and using terms like â€Å"differently abled,† because they lack reality and accuracy. She equivalents society’s inability to accept crippledness with death, war, sex, sweat, and wrinkles. Through the usage of ethos, pathos, logos and other rhetorical devices, she effectively tellsRead MoreAnalysis Of Nancy Mairs s On Being A Cripple1187 Words   |  5 PagesNancy Mairs is the author of the controversial essay On Being a Cripple. Here, she writes of her experiences dealing with the degenerative disease, Multiple Sclerosis, on a daily basis as well as her preferences on the proper terms are for what to call a person who is disabilities. Although she uses the term crippled to describe herself, she believes that no one should use it to describe another. Her argument, though it stands on unstable grounds, is effective in bringing attention in sharing oneRead MoreOn Being a Cripple, by Nancy Mairs1276 Words   |  6 Pagesâ€Å"On Being a Cripple†, Nancy Mairs In her essay â€Å"On Being a Cripple†, Nancy Mairs presents her audience with an honest inside view of her life and perspective as a cripple, a word she openly uses to define herself. She brings her world to us by discussing a wide variety of things including language, family, and humor, and how these all relate to her life. Through various stories and insights, she allows her readers to gain an understanding and acceptance of people with disabilitiesRead MorePersonal Analysis : On Being Cripple By Nancy Maris1002 Words   |  5 Pagesif it is being approached incorrectly. When life throws you unexpected curveballs it can knock you off your feet and have you feeling disoriented. To remain balanced, human beings need to push through the obstacles and flip the situation to their own advantage in a positive way. In order to be able to handle various complications during life human beings must practice accepting the reality of problems, learn to look at life in a pos itive aspect by searching for light in darkness and being optimisticRead MoreRhetorical Analysis of Being a Cripple761 Words   |  4 Pagespity and sympathy from others, but do cripples always want this? In this passage entitled â€Å"On Being a Cripple,† Nancy Mairs uses interesting word choice, repetition, and a sarcastic tone to touch upon a subject that most mature non-crippled Americans are not entirely comfortable with; using the so widely feared word â€Å"cripple† instead of the common â€Å"handicapped† or â€Å"disabled† to be polite or politically correct. Elaborating to a society, so infatuated with being politically correct, that using a wordRead MoreThe Effects Of Imperialism In George Orwells Shooting An Elephant1633 Words   |  7 Pagesbecause together it makes her a reliable source through years of experience. The author’s claim is still valid today because many people still rely on keeping a notebook as a relief from daily lif e or to write things that are important to them, me being included in that number.   Ã‚  Ã‚   Example: Thomas Jefferson, The Declaration of Independence In The Declaration of Independence, Thomas Jefferson uses the facts and opinions of Americans of the time to challenge the authority of Great Britain and conveyRead MoreComparing Mairs And The Myth Of A Latin Wom I Just Met A Girl Named Maria1328 Words   |  6 PagesAs human beings, we like to put labels on people around us to help us identify them. Most of these people around us are strangers and we do not know any personal detail about them. We tend to identify them based on their appearance, rather than who or how they are as people. We are often unaware of the impacts our labels have on these people. In the essay â€Å" On being a cripple† by Nancy Mairs and â€Å" The Myth of a Latin woman : I Just Met a Girl Named Maria† by Judith Ortiz Cofer, the writers have successfullyRead MoreAnalysis Of The Book Beauty : When The Other Dancer Is The Self By Alice Walker882 Words   |  4 PagesWalker, Angelou, Eighner and Mairs, teach about accepting yourself and overco ming personal problems in there essays on personal accounts. By contrast Williams, Quindlen and Kristof articles talk of issues in today’s society and how as a group we can solve these issues in essays covering cultural and the environment. These articles became some of my favorites throughout the semester for being able to relate so easily, but also the joy of reading the authors stories to be able to improve my own writingRead MoreAnalysis of Disability by Nancy Mairs1019 Words   |  5 Pages(Eng203) Critical analysis of â€Å"Disability† by Nancy Mairs Priscilla Farah May 11, 2012 Author of disability Nancy Mairs who’s a feminist and a cripple, has accomplished a lot in writing and teaching. Her remarkable personality shows in many of her essays especially in Disability which was first published in 1987 in the New York Times. In this essay, Nancy Mairs shows how disabled people are constantly excluded, especially from the media. By giving out facts and including her personal experiences

Lou a Tea Wholesaling Company Owner Case Study

Question: Assignment Question Lou, the owner of a tea wholesaling company, decided about a year ago that product quality of some imported sources was too variable. To improve consistency of the product Lou decided he would employ someone to test samples of imported product and grade them. His retired Uncle Jim came to mind. He was a food scientist and using his skills would also assist him by keeping him busy. Lou approached Jim with an agreement titled Contract for Services, devised by the companys lawyer. It involved Jim agreeing not to be an employee and to have his own incorporated consulting business. The agreement included a clause suggesting he was not permitted to delegate any of his responsibilities at the tea company to another unless he got Lous approval. The agreement also stated he would be paid a set fee for each day he came to the warehouse and worked and a monthly pay date. Although not mentioned in the agreement, Jim was to pay his own taxes and make his own superannuation contributions. He was supplied with a warehouse uniform and all the equipment he required to perform his scientific analysis. Jim worked from 9am to 5pm Monday to Friday for eight months without a day off and then suffered a serious heart attack. His daily routine at work had involved him checking in with Lou for instructions on the days work, Lous oversight of his progress during the day and an assignment of administrative support to support him at particular times. Toward the end of the financial year Jim was asked to supervise a couple of juniors in stocktaking processes, for about four weeks, but he had otherwise stuck to his scientific analysis. One of the policies Lou added to the Employee Handbook last year was an anti-bullying policy. The policy required a particular procedure to be followed if bullying was detected by any member of staff, and indicated management would treat the behaviour, if confirmed on investigation, as serious misconduct and it was likely to result in disciplinary procedures being taken. The policy was not included in staff contracts but they were all alerted to it on commencement of their engagement. Jim had reported the two juniors he had supervised as bullies just before his heart attack. He made a written complaint stating their language was repeatedly demeaning to him and their regular slapping of him on the back was so aggressive it upset him to the point he was ready to resign. Lou was aware of his issues with the young workers and wonders what he is required to do now that Jim is convalescing and may not return to work. Advise Lou whether Jim could be regarded as an employee, despite their written agreement. He is contractually bound to follow the Employee Handbook procedure in relation to the bullying complaint. He has breached any common law duty to Jim even if he is not contractually bound to follow the Employee Handbook procedure. Answer: This case study is regarding Lou, a tea wholesaling company owner. The owner of the company decided to hire an individual for the purpose of testing the quality of some important products. By virtue of that Lou goes to his uncle, Mr. Jim, a food scientist. Lou wanted to use the skill of his uncle. A contract titled contract for services, has been drafted by the lawyer of the company, which was presented by Lou to his uncle Jim. Generally a contract with a title of contract for services means an agreement by which a person gives his consent to serve the organization as an independent contractor. Because of this, no relationship of employer and employee between them exists. But the employee has not been covered in accordance with the Employment Act. Therefore Jim has not been recognized as an employee of Lou, as a condition in respect of that was mention about it (Richards, 2007), irrespective of that the company hired Jim at a fixed salary. Due the existence of the contract Jim cannot be considered as an employee of the company, considering him as an employee shall contravene the contract. Second issue in this case study is regarding the bullying. To protect the interest of the employees, Australian legislatures has enacted the Workplace Safety and Health Act, it applies in Western Australia (Barling and Frone, 2004). The enactment ensures that no employee shall be exploited by the employer in any means. In order to establish a strong working culture and good habits in the workplace, the statute plays a very important role in Western Australia. The main issue in this case is the Anti bullying issue. Bullying remains a very critical matter at most of the workplaces. Bullying signifies an organized operation of interpersonal devastation that provides a huge impact on the physical, mental and psychological condition of a person. This has become a common factor in educational institutions, workplaces etc (BaÃÅ' ez and Mac Adam, 2008). According to surveys, the main reason behind bullying in workplaces is it is not yet illegal, and if it is illegal in some parts then al so it is practicing freely due to non-execution of the rule. Here, Lou is contractually responsible to acknowledge the employee rulebook procedure in respect of the bullying complaint. As the anti bullying policy introduced into employee handbook procedure but not in staff contracts. For that reason Lou is not contractually liable to follow that procedure, but it was his responsibility to listen to the complaints of employees regarding any type of bullying. In Employee Handbook Procedure it is mentioned that how employees, irrespective of their job or role in employment should act in the organization. This is provided to each and every employee of the company. If the anti bullying policy is to be followed in accordance with the employment handbook procedure then it will be ambiguous for the authorities for providing remedies in respect of bullying (Gregory and Temperton, 2008). Anti-bullying policy has been added by Lou, himself into employment handbook procedure in previous year. But there was no action taken in respect of the complaint launched by Jim. According to the rule introduced by the owner of the company regarding the anti bullying procedure, if there is any detection of bullying or any complaint launched by any employee in respect of bullying then such a complaint should be taken into consideration and necessary steps are to be taken by the management authority of the company, but all the steps that are going to be taken must comply all the condition mentioned in the employment handbook procedure. If during or after completion of investigation it is found that a act of bullying has been done then such a person who will be responsible for the act bullying shall be penalized in accordance to the policy and prescribed rule of the company. But the complaint launched by Jim regarding the act of bullying which was done by two fellow employees are not b een inquired or entertained by any means by the management authority of the company. In accordance to Australian law, compensation should have been awarded to Jim, as no steps has been taken in respect of the complaint launched by Jim in several time. There number cases launched where the management authority has been alleged for incompetency in dealing with the matters concerning bullying factors, the company was also had to face the allegation that the management authority is quite reluctant to discharge their duties regarding bullying issues. In the year 2006, Justice has been given to them in the form of a lump sum amount of compensation in relation to the complaints launched regarding bullying. Here, the court awarded that the defendant have to pay the salary of 38 weeks at the rate of $627 per week. Thirdly, a common law obligation has been breached towards Jim, has been breached by Lou, though he is not bound to follow the employment handbook procedure. In spite of the fact that he is not contractually liable to follow the employment handbook procedure but as an employer he cannot escape from his responsibility, for that reason listening and taking necessary actions for the complaints in respect of the act constituting bullying, is one of the primary responsibility of Lou as an employer. It is the duty of the employer to point out the main culprits. It could reduce the product ability and work atmosphere among the employees due to the lack of care from the part of Lou. The main object of the Workplace Health and Safety law is to provide adequate protection to the employees in the course of their work, reducing the risk factors among the employees in the workplace are also one of the basic objects of the statute. Risk factors can be reduced by restricting acts of bullying and ot her kind of accidents in lieu of high penalties (McDougall and Gillam, 2014). The main features of the law governing health and safety at workplace are : Ensuring safety for every employee irrespective of their post and role in the company. No comprise with the safety measures of the employees. Proper remedies must be provided in case of any complaint. Wrong doer shall be strictly penalized (Australia: employment law, 2010). In Australia, in any statute or in any other way, no apparent definition of bullying has been provided, specially the elements which constitutes bullying is not provided, this is one of the major problem in this sector specially for the employees, as bullying may be created in many ways but no definite way is specified. More than twenty thousand students have been subjected to bullying severally in various schools across the territory of Australia. Most of the employees have to experience this menace due to not proper implementation of existing statutes as well as lack of enactment of newly framed laws in respect of this menace. Irrespective of caste, creed, gender, religion most of the employees and some students too are subjected to bullying activities. In various surveys it has been revealed that it is quite normal to happen but it could arise dare consequences in various matters (Creighton and Stewart, 2005). According to Understanding Employment Law by Van der Waarden, bullying is one of the biggest menaces which may destroy the work environment in any organization. If it is not stopped at time, it may take the life safety of the employees. It also suggests that for enthusiastic work surroundings problems like bullying must be eliminated. In course of employment and work environment of any organization bullying provides a negative impact upon the employees. Here, Lous reluctant behavior in respect to the culprits of the bullying activities gave them pointless advantage in relation to the aggressive behavior towards others, Lous this behavior might work as a booster for the mentality of the culprits for the act. In consequence, Jim suffered from a major heart attack. Some of the more destructing effects of bullying are: 1. Decreasing attendance graph because of the dread and fear in the middle of employees, leads to hampering of work: One of the major consequence of bullying at workplace is decreasing attendance. It refers that most of the employees prefer taking leaves due to the panic than coming to work. Hence, it affects the productivity of the company (van der waarden, 2004). 2. Increased anxiety in the middle of junior employees which leads to greater than before errors during work: another impact of bullying is increasing anxiety. This is one of the symptoms which stated in case study that Jim might not have suffered from heart attack if proper action has been taken by the company (Rule, 2002). 3. Drop off performance among employees and less productivity at work: activities relating to bullying, reduces the performance of employees during their course of employment. It may become very devastating, like in the case of Jim. He had to abscond from work due to cardiac attack and there are possibilities that he may not come back (Camardella, 2004). 4. De motivation: Bullying de motivates the employees to their work (Corte and Verschaffel, 2006). 5. Amplified time spent upon complaints: Due to the complaints relating to bullying cases, management had to spend more time for those complaints, without thinking about the growth of the organization. Here also, there might be possibilities that many similar type of cases of bullying may go without necessary action. Hence, it is common law responsibility from the part of Lou to take necessary actions against the wrong doer though he was not liable contractually. Jim might have not suffered from cardiac attack, if necessary steps would have been taken. References Australia: employment law. (2010).Commonwealth Law Bulletin, 36(1), pp.137-163. BaÃÅ' ez, F. and Mac Adam, A. (2008).A universal history of the destruction of books. New York: Atlas Co. Barling, J. and Frone, M. (2004).The psychology of workplace safety. Washington, D.C.: American Psychological Association. Camardella, M. (2004). Employers beware of the broad reach of HIPAA's privacy rule.Employ. Relat. Today, 30(4), pp.95-102. Corte, E. and Verschaffel, L. (2006).Instructional psychology. Amsterdam: Elsevier. Creighton, W. and Stewart, A. (2005).Labour law. Annandale, N.S.W.: Federation Press. Gregory, S. and Temperton, E. (2008).Tolley's discrimination in employment handbook. London: LexisNexis Tolley. McDougall, R. and Gillam, L. (2014). Doctors judgements and parents wishes: ethical implications in conflict situations.The Medical Journal of Australia, 200(7), p.372. Richards, P. (2007).Law of contract. Harlow: Pearson Longman. Rule, C. (2002).Online dispute resolution for business. San Francisco: Jossey-Bass. van der waarden, n. (2004) (3rd ed.).

War Weaponry free essay sample

Looks at the weaponry used during the American Civil War. This paper discusses the types of bullets and guns used in the American Civil War. The author details the type of techniques and weaponry used throughout the war and looks at how these changed technologically to change future wars. Includes a detailed discussion of other techniques used at war to advance victory. The American Civil War is often referred to as the last of the old-fashioned wars in terms of its weaponry, its military strategy and its casualty rates. Looking at these same criteria, it is also arguable and this seems to be the more tenable position that it was in fact the first modern war, and this was the case primarily because of the weapons that were used, including the types of guns and the types of bullets. This paper examines the types of bullets used in the war by both sides, an examination that of course also includes to some extent an examination of the guns that were used (for bullets by themselves do very little: Soldiers tossing them back and forth at each other without guns would all be certain to go home at the end of the day). We will write a custom essay sample on War Weaponry or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Beyond a technical description of the bullets and their guns used by each side, this paper also looks at the advantages and disadvantages that these particular bullets offered to each side and the lasting effects that technological changes in weaponry that occurred during the Civil War had on all the undeniably modern wars that followed it.

Essay on skin cancer. Background, treatment, and therapy

Essay on skin cancer. Background, treatment, and therapy Treatment of Skin CancerBackgroundSkin cancer is a disease in which cancer (malignant) cells are found in the outer layers of your skin. Your skin protects your body against heat, light, infection, and injury. It also stores water, fat, and vitamin D.The skin has two main layers and several kinds of cells. The top layer of skin is called the epidermis. It contains three kinds of cells: flat, scaly cells on the surface called squamous cells; round cells called basal cells; and cells called melanocytes, which give your skin its color.There are several types of cancer that start in the skin. The most common are basal cell cancer and squamous cell cancer, which are covered in this PDQ patient information statement. Skin cancer is more common in people with light colored skin who have spent a lot of time in the sunlight. Skin cancer can occur anywhere on your body, but it is most common in places that have been exposed to more sunlight, such as your face, neck, hands, and arms.Melanoma Sc ar, NovemberSkin cancer can look many different ways. The most common sign of skin cancer is a change on the skin, such as a growth or a sore that won't heal. Sometime there may be a small lump. This lump can be smooth, shiny and waxy looking, or it can be red or reddish brown. Skin cancer may also appear as a flat red spot that is rough or scaly. Not ail changes in your skin are cancer, but you should see your doctor if you notice changes in your skin.In melanoma, pigment-forming cells (called melanocytes) undergo cancerous changes and reproduce uncontrollably to form a life-threatening tumor. Melanoma is the seventh most common cancer in the United States, the deadliest form of skin cancer and...

Dont Have in Chinese Mandarin

Don't Have in Chinese Mandarin æ ² ¡Ã¦Å"‰ (mà ©i yÇ’u) in Mandarin means  havent, hasnt, doesnt exist, to not have, and to not be. Pronunciation æ ² ¡Ã¦Å"‰ is pronounced ââ€" ºmà ©i yÇ’u.  Ã¦ ² ¡ is in the 2nd tone, whereas æÅ"‰ is spoken in the 3rd tone. This can also be written as: mei2 you3. Chinese Characters Traditional Form: æ ²â€™Ã¦Å"‰Simplified Form: æ ² ¡Ã¦Å"‰The first character æ ²â€™ /  Ã¦ ² ¡ (mà ©i) is a negative prefix for verbs. The second character æÅ"‰ (yÇ’u) is the verb for to have; there is; there are; to exist; to be. Put together,  Ã¦ ² ¡Ã¦Å"‰ means to not have, to not be, or to not exist. Sentence Examples Audio files are marked with ââ€" º ââ€" ºTÄ  mà ©i yÇ’u shuÃ…  huÇŽng.ä »â€"æ ²â€™Ã¦Å"‰è ª ªÃ¨ ¬Å Ã¤ »â€"æ ² ¡Ã¦Å"‰è ¯ ´Ã¨ °Å½He didn’t tell a lie. ââ€" ºMà ­ng tiÄ n wÇ’ mà ©i yÇ’u kÃ… ng.明å ¤ ©Ã¦Ë†â€˜Ã¦ ²â€™Ã¦Å"‰ç © ºÃ¦ËœÅ½Ã¥ ¤ ©Ã¦Ë†â€˜Ã¦ ² ¡Ã¦Å"‰ç © ºI dont have any free time tomorrow. Mà ©i yÇ’u yà ¬yà ¬Ã¦ ² ¡Ã¦Å"‰æ„ Ã¤ ¹â€°Its pointless / There is no meaning. WÇ’ gÄ“n tÄ  mà ©i yÇ’u linxà ¬Ã¦Ë†â€˜Ã¨ ·Å¸Ã¤ »â€"æ ² ¡Ã¦Å"‰è â€Ã§ ³ »I have no relation with him.   Zhà ¨ mà ©i yÇ’u yà ²ngè ¿â„¢Ã¦ ² ¡Ã¦Å"‰ç” ¨This is useless/(more literally) This has no use.

Discuss the impact of fear and anger (in patients) when caring for Essay

Discuss the impact of fear and anger (in patients) when caring for clients in the health care setting - Essay Example â€Å"Anger is a HEALTHY EMOTION. It is a WARNING SIGNAL that something is wrong† (Middelton-Moz, Ph.D., 2009) Fear and anger even though are common in most of the living things and also in normal cases it may not create much harm to the person who was afraid of something or feeling angry at something, it’s effect is not the same as far as patients are concerned. Fear and angry can complicate the conditions of a patient because of the psychological and physiological changes it can develop among the patients. Patients irrespective of their nature of disease definitely need a peaceful mind for the speedy recovery from the disease. Fear and anger can worsen the conditions of a patient. Frustrations can creep up among the minds of the patients because of their inability to lead a normal life which they may demonstrate in the form of fear or anger. Nurses who are taking care of the patients often confused with, how to deal with such patients in order to settle them and to regain their lost mental balances or psychological equilibriums. â€Å"Fear of not being in control, fear of uncertainty and the unknown, fear of pain and change, fear of not being able to meet your obligations to family and job. Fears can mask themselves in anger and hostility, which is often directed at those youre closest to, as well as doctors, nurses, and technicians† (Schimmel, 2009) Dry Mouth, Heart Palpitations, Numbness, Heightened Senses, Breathlessness, Feeling Dizzy, Muscle Tension, Hyperventilation etc are the most visible symptoms of fear and anger (Duffey, 2009) First and the foremost thing the nurses must concentrate in dealing with such emotionally distracted patients are to develop strategies to regain the patient’s normal mental condition. Nurses must know that medications alone may not yield 100% recovery of such patients and psychological approaches also required to

Intelligence Reform Essay Example | Topics and Well Written Essays - 750 words

Intelligence Reform - Essay Example After World War 1, America intelligence hard work paid attention on code breaking against Germany and Japan. In 1941 president Franklin Roosevelt established the first peacetime civilian intelligence after discovering that it was inevitable to escape involvement of the world war 2.the offices were developed to manage the activities of a number of agencies. Nevertheless, after the Japanese bombed Pearl Harbor the United States experienced its mostly expensive intelligence disaster (Zegart 25). The intelligence failure because of assessing â€Å"misconceptions, collection gaps, bureaucratic confusion and well-planned Japanese denial and deception† resulted to the development of a larger and more varied agency in 1942 (Calabrese 11). The US intelligence agency faces the challenge of widespread lack of trust in its power to undertake its mission competently and legally. Existence of increased terror group like al Qaeda has been a major challenge for intelligence policy makers (Kantor 35). The ability to control any source of information retrieved is also a major pitfall. Intelligence agency need also to change its old tactic of viewing things instead it needs to incorporate the developing technology to counter enemies. The September 11 attacks necessitated the intelligence to reform its tactics to counter other terrorist attacks. The attack was termed as a major failure for the intelligence team therefore reinvention and revitalization techniques ought to be embarked (Calabrese 14). The intelligence reforms have also embarked on techniques that involve counterintelligence missions. The techniques involve finding out loopholes within the intelligence team to ensure past mistakes are not repeated and terror attacks are prevented. In the past intelligence involved speculation about problems or what was anticipated to happen. Evidence of information were hidden and

Biodiversity and Forests Essay Example for Free

Biodiversity and Forests Essay Protection and conservation of forests and wildlife are essential to maintain the earth’s health and environment. The earth is the only known living planet and it is because of its special environment and ecology which are life-supporting. Forests are part and parcel of our environment. They are one of the most valuable resources and gifts of nature. They play a key role in the maintenance climate, rain-patterns, water and soil conservation. They are the natural home of much type- of animals, birds, reptiles, insects etc. They supply timber, fuel, medicines, and wood for peeper-pulp and raw materials for many industries. The increasing depletion and destruction of wildlife is a source of great concern. One out of every seven persons of the world live in India. India has 16 per cent of the world’s population with only 2. 4 percent of its land area. There is much pressure on our natural resources including forests. In these times of increasing consumerism and nature- hostile activities, the forest-cover is depleting and deteriorating very fast. The conservation of wildlife which includes native plants and animals, depends on protection of forests. Wildlife is the direct product of the land resources and habitat conditions. The neglect of forests moans the destruction of the wild animals. Wildlife, like we human beings, need food, water, and shelter. Destruction of forests, wetlands, marshes, points, grasslands etc. eliminates their sources of food, water and habitat. The National wildlife action Plan launched in 1983 provides the framework of strategy as well as programme for conservation of wildlife. The protected area network till 1 993 consisted of 75 national parks and 421 sanctuaries covering 4. 5 per cent of the total geographical area, which was proposed to be increased to 5. 1 per cent. The wildlife protection Act, 1972 governs wildlife conservation and protection of endangered species. The Act prohibits trade in rare and endangered species. India is a signatory to the Convention on International Trade of Endangered species of Wild Flora and Fauna. Under this export or import of these endangered species is subject to strict control. Commercial exploitation such species is prohibited. The Wild Life Protection Act, 1972 has been suitably amended to make the provisions more effective. Endangered species of plants and animals have been brought under the purview of ten acts. India is very rich both in flora and fauna but many plant and animal species are already extinct and many other are on the road to extinction. In spite of various acts and rules- regulations against exploitation of wildlife, the real conservation has one of the major wildlife producer counties of the world and yet there is a skeleton staff to safeguard the interests of wildlife. Poachers are on the prowl even in sanctuaries and protected forest areas. They have become fertile hunting grounds for illegal hunting and killing of animals. The rich and influential people and traders in, animal-skins, horns, etc. have been indulging in hunting, killing and trading of wildlife with impunity. They carry telescopic rifles and other weapons, use traps and poison food and kill the animals. As a result of ecological imbalances and depleting forest-cover, the wild animals come out at night in search of food in the villages and attack human beings and domestic animals and fowls. In some parts of Uttar Pradesh the hyena and wolf-menace was very much in the news. Many children were killed by the wolves and hyenas. Similarly, in Pauri Garwal district of UP some leopards turned into man-eaters. Faced with the scarcity of animals for prey in the forest and continuing attacks from poachers, they become man- eaters. And once a man-eater is always a man- eater because man is the softest target. On many an occasion, the villagers injure more animals then they kill and so the injured animals turn into man-eaters and attack villages at night for food. When a human kill takes place, every leopard or tiger is regarded as man-eater and there is indiscriminate killing consequently, the number of these felines is decreasing fast. Thousands of snails, frog, rats, earthworms, cockroaches and other animals are killed for dissection in schools, colleges and laboratories for experiments. Snakes are also killed indiscriminately out of ignorance as greed. This destroys and disturbs the fragile ecological balance. Tigers are subjected to utmost brutality by man, the most intelligent and evolved animal on the earth. There is mindless destruction of forests for timber, firewood and fuel. Every year there is a loss of about 1. 3 hectares of forest area in India because of large and indiscriminate clearing of forests for cultivation, quarrying and large dams and irrigation projects. Then there is intensive and indiscriminate logging for commercial purposes by contractors and timber-merchants. Over-grazing has also taken its toll. The result is serious ecological imbalance and environment degradation. There is much pressure on forests and the relation between men and forests has reached the lowest depth. Conservation of forests and wildlife is also important from aesthete point of view. They make life beautiful and colourful. Without them human life will lose much of its beauty, charm and meaning. Their proper protection and conservation also means a continuous and adequate supply of food, fodder, medicines, timber etc. Forests and wildlife and renewable resources which need to be diligently protected, preserved and increased in a planned way. There is a need to spread the awareness about forest and wildlife conservation. Social forestry can be taught in schools as a subject. More and more trees should be planted, protected and seen growing and maturing. There should be a ban on mobile zoos and animal rights activists should come forward to wage a war on behalf of the mute and innocent animals. The destruction and degradation of forests in upper reigns like Himalayas causes such other ruins as erosion of top soil erratic rainfall, and recurring floods. Deforestation is a great social and national evil and should be checked on priority basis. It results in loss of productivity and environment degradation among much other harm. Encroachment on forests should also be checked and, if possible, banned, Non government agencies, village communities; trial’s etc. hould be involved in social forestry and regeneration of degraded forest lands. They should be allowed to share the benefits of these schemes in a judicious manner. The forest and wildlife conservation laws should be made more stringent and practiced scrupulously. Veerappan’s continued bloody trade in ivory and sandalwood trade upsets all concerned. Throughout the Nilgiris, it is now almost impossible to spot a large tusker. The full blown assault on forest and wildlife saddens all the Indians and wildlife lovers in foreign countries.

Understanding the Ten Commandments :: Religion

The Ten Commandments have been a subject matter of a large amount of controversy. Several do not beyond doubt understand its significance. A number of people believe that it should not be practiced today whereas others have a strong conviction that it should be. Although these Ten Commandments have been a obscurity for society it is possible to understand its true meaning. To accomplish this we must understand the Ten Commandments origin. Of course, we need to understand their main purpose, where they are found, who they were for, and how they relate to us today. So that we can embark on our analysis of the Ten Commandments we ought to commence with their derivation. As we take a look the Ten Commandments can be found in the Bible, in Exodus chapter 20. There we determine the purpose of these Ten Commandments. When the Israelites are freed from Egypt by Jehovah or God, Jehovah gives Moses some six hundred laws for the Israelites to live by. The reason for these laws was so they can be reminded daily of being sinners. From Mountain Sinai, an angel of Jehovah conveyed orally the commandments, ten of which are most commonly known, located in Exodus 20: 1-17. Later on, Moses went up to Mountain Sinai to receive the Ten Commandments, written on two pieces of stone, and other commandments and instructions. These laws were a pact between Jehovah and his people. Using Moses as a mediator between them, he provided these laws that would guide them and protect them in every field of their lives. While they would maintain loyal and obedient to him, he would be by their side and use them to bless other nations to come. Sadly enough, as we continue to read in the bible, while Moses long forty day stay on the mountain, the people of Israel grew impatient and made a statue to worship. When Moses descended from the Mountain and saw the sight of idolatry, he destroyed the two pieces of stone with the Ten Commandments. Obviously, by their actions, the vast majority of the Israelites did not have trust or faith in Jehovah. As punishment, Jehovah obligated them to journey across the desert for forty years. However, better times did come subsequent to their blunder. Although today some do know the history of the Ten Commandments and know some information about it, they do not understand how it relates to them in current times.

Mobile Phone Research

Department of Communications and Multimedia Research on Commonest Automobile in Yola Peace Adewunmi Funmilayo An Assignment Submitted to the Department of Communication and Multimedia School of Information Technology and Communications In partial fulfillment of The requirements for the completion of CMD 450 (Advertising Research) Prof. Samuel Tesunbi Course Instructor Yola, State of Adamawa, Nigeria 22nd April, 2013 TABLE OF CONTENT ABSTRACT†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. PURPOSE OF STUDY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ METHOD†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. LITERATURE REVIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. RESULTS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. RECOMMENDATION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. REFERENCE PAGE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. POWER POINT APPENDIX†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. ABSTRACT The research brand preference of mobile phones among AUN students is an independent market research. This study would help in identifying the most preferred mobile brand in the American University of Nigeria (AUN) as well as the most used mobile brand.Using quantitative method, 300 students were selected using convenient sampling, therefore 300 questionnaires were distributed among AUN students, After analyzing the information gotten from the survey Using SPSS Blackberry bold 5,4 Blackberry curve and Blackberry torch mobile phones were the most used and preferred mobile brand in AUN followed by I phone’s 4 and 5 then Samsung S3 and S4. INTRODUCTION A mobile pho ne is a handheld device that can make and receive telephone calls over a radio link while moving around a wide geographic area.Modern mobile phones support a wide variety of other services such as text messaging, MMS, E-mail, short range wireless communications like infrared and Bluetooth, internet access, business applications, gaming and photography. Mobile phones have become an essential part of every person’s life, it is now one of the common means of communication over time, therefore communication has been made easy most businesses have grown exceedingly, a lot jobs are less stressful, family and friends have been able to strengthen their relationship through the use of mobile phones.Using Nigeria as an example, back in late 90’s when mobile phones were not so common brands such as Samsung, Nokia, Bird, Sendo etc, were the only available mobile phones in black and white, as time went on yellow and blue screens came along until years later when camera phones and c olored screens emerged, this has given a lot of people the opportunity to choose from all kinds of brands all over the world.Looking back to the mobile phone brands were available and the mobile brands available know, it is safe to say the next thing on everyone’s mind is what mobile brand to use, the different functions and services mobile phone producers have to offer would determine how and why a person or a group of people would be loyal to a particular mobile phone brand. In this case blackberry PURPOSE AND SIGNIFICANCE The purpose of this study is to identify the most preferred brand of mobile phone used among students of the American University of Nigeria.After analyzing the results gotten from the survey blackberry emerged the most preferred brand of mobile phone among students at AUN. This results would help a start-up business for mobile phones know which brands to stock in this case blackberry, I phones and Samsung phones, having the knowledge of how loyal AUN stud ents are towards a particular brand is also paramount to a phone dealer in cases of phone loss, phone damage and replacement, This study could be used as a point of reference for gathering information about mobile phone preference among students of AUN. LITERATURE REVIEWIn recent times mobile phones have become a part our lives, the introduction of the 1st generation of mobile handsets networks in the early 1980s started a gradual process that has fundamentally changed the way people communicate. Even children from the age of 12 have mobile phones some parents say it is a way of monitoring their children’s activities. Charles Guertler, (2001) said I got my first phone in the seventh grade over the years I have owned a phone, I have noticed my dependence on the device increase. Personally, I cannot see how I would get through my day-to-day life without my cell phone.Over the many years I have owned a phone, I have noticed my dependence on the device increase. I got my first ph one in the seventh grade. It was a simple phone; it did not have any special features. I primarily had it so that I could call my mom if I was staying late after school or if baseball practice ended early and I needed to be picked up. Throughout the years, every new phone I got became more advanced, and I started using it to do more things. I am now on my fifth phone, which is a Blackberry. I use it for everything.Living without a mobile phone is as good as walking corps, because you hardly know what’s happening around you, Alessandra et all. (2009) expressed that mobile culture has evolved, where the phone becomes a key social and cultural tool. Having a mobile phone is like having a license or an I. D card, without it METHOD The independent market research a study on mobile phone preference of only students of the American University of Nigeria, consisted of using a sample size of 300 students Which were selected using convenience sampling , 300 questionnaires were distribu ted among the selected students at different times. 25 questionnaires were handed out and filled on the 5th of April, 2013 in Dorm BB, DD, FF and the cafeteria from 10:00am -6:00pm. 93 questionnaires were filled out on the 6th of April, 2013 at Volpi girls, Volpi boys, cafeteria, Dorm EE and AA from 5:00PM-8:35PM. 82 questionnaires were answered on the 9th of April, 2013 between 6:00pm-9:00pm at Art and science, POH, Dorm DD and EE. The SPSS would be used to interpret the data. RESULT/DISCUSSIONS Gender| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Male| 145| 48. 3| 48. 3| 48. 3| | Female| 155| 51. | 51. 7| 100. 0| | Total| 300| 100. 0| 100. 0| | In table 1, 51. 7% of female answered the questionnaires and 48. 3% of male answered the questionnaires it is obvious that more females answered the questionnaire than the males. Age| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| 16-20 yrs| 137| 45. 7| 45. 7| 45. 7| | 21-24 yrs| 115| 38. 3| 38. 3| 84. 0| | 25-30 yrs| 48| 16. 0| 16. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | | | | | | | In table 2, students were asked to pick their age range and the majority came from the age range of 16-20 years with 45. %, 21-24 years with 38. 3% and lastly 16% from the age range of 25-30years. Household income| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| N150,000-350,000| 24| 8. 0| 8. 0| 8. 0| | Above N350,000-500,000| 58| 19. 3| 19. 3| 27. 3| | Above N500,000-1,000,000| 68| 22. 7| 22. 7| 50. 0| | Above 1,000,000| 150| 50. 0| 50. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | Above is a table that shows the overall household income per month, 50% agreed that their household income per month is above 1 million, 22. % said that their household income is N500, 000-N1, 000,000, 19. 3% said N350, 000-500,000 and 8% agreed that their household income is N150,000-N350,000 therefore a majority of AUN student household earn from N350,000-above N1,000,000 monthly. Level of Education| | Freq uency| Percent| Valid Percent| Cumulative Percent| Valid| Associate Degree| 21| 7. 0| 7. 0| 7. 0| | Bachelors Degree| 85| 28. 3| 28. 3| 35. 3| | Masters Degree| 134| 44. 7| 44. 7| 80. 0| | Doctorate Degree| 60| 20. 0| 20. 0| 100. 0| | Total| 300| 100. 0| 100. 0| |The results above shows the percentage of the breadwinners level of education, ranging from Associate degree to Doctorate degree, the majority of the respondents breadwinners acquired Masters degree with 44. 7%, 28. 3% for breadwinners that have Bachelors degree and leaving those with Doctorate degree at 20% followed by breadwinners that only had Associate degrees with 7%. Mobile brand| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Blackberry| 98| 32. 7| 32. 7| 32. 7| | I phone| 68| 22. 7| 22. 7| 55. 3| | Samsung| 47| 15. 7| 15. 7| 71. 0| | Nokia| 21| 7. 0| 7. 0| 78. 0| | use more than 1| 66| 22. | 22. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | Respondents were asked which of these mobile phones they have ever used 32. 7% of them have used blackberry phones, 22. 7% said they used I phones, some respondents agreed with 22% to have used more than one of the above listed mobile brand, 15. 7% use Samsung and 7% used Nokia. It can be said that majority of the respondents used blackberry phones. No of times they replaced phones| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Once| 110| 36. 7| 36. 7| 36. 7| | Twice| 48| 16. 0| 16. 0| 52. 7| | three times| 57| 19. 0| 19. 0| 71. 7| | four times| 58| 19. | 19. 3| 91. 0| | more than 4 times| 27| 9. 0| 9. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | In other to know how many times their preferred mobile brand was replaced, 36. 7% of the respondents agreed to have replaced their phones once, while 19. 3% said four times,19% said three times, 16 % said twice and 9% agreed to more than four times, this boils down to the fact Majority of respondent have replaced their phones more than twice. Source of knowledge| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| TV ad| 43| 14. 3| 14. 3| 14. 3| | Radio ad| 18| 6. 0| 6. 0| 20. 3| | Newspaper ad| 26| 8. 7| 8. 7| 29. | | Internet banner| 86| 28. 7| 28. 7| 57. 7| | Word of mouth| 64| 21. 3| 21. 3| 79. 0| | more than 1 medium| 63| 21. 0| 21. 0| 100. 0| | Total| 300| 100. 0| 100. 0| | All respondents were asked through which medium they got to hear about their particular mobile brands, majority of them with 28. 7% heard through the internet banner, while 21. 3% through word of mouth and 21% through more than 1 medium of the mediums listed above, 14. 3% for TV, 8. 7% through the newspaper and 6% through Radio. B| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Blackberry| 123| 41. 0| 41. 0| 41. 0| | I phone| 95| 31. | 31. 7| 72. 7| | Samsung| 52| 17. 3| 17. 3| 90. 0| | Nokia| 21| 7. 0| 7. 0| 97. 0| | Sony Ericson| 4| 1. 3| 1. 3| 98. 3| | L. G| 5| 1. 7| 1. 7| 100. 0| | Total| 300| 100. 0| 100. 0| | The table above shows what mobile brand the respondents are using,41% which happens to be the majority use blackberry phones followed by 31. 7% using I phones, 17. 3 % using Samsung and Nokia 7%, L. G with 1. 7% and lastly Sony Ericson with 1. 3%. Reason| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Brand name| 29| 9. 7| 9. 7| 9. 7| | Touch screen| 49| 16. 3| 16. 3| 26. 0| | Voice controls| 13| 4. 3| 4. 3| 30. 3| Dual cameras| 8| 2. 7| 2. 7| 33. 0| | 1,000s of Apps| 17| 5. 7| 5. 7| 38. 7| | Mega pixel camera| 8| 2. 7| 2. 7| 41. 3| | Download files| 21| 7. 0| 7. 0| 48. 3| | checked more than 1 reason| 155| 51. 7| 51. 7| 100. 0| | Total| 300| 100. 0| 100. 0| | Reasons for phone preference were asked and 51. 7% checked more than 1 reason and 16. 3 % agreed they preferred their phone because it has touch screen. Latest mobile| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Touch screen| 45| 15. 0| 15. 0| 15. 0| | Voice controls| 44| 14. 7| 14. 7| 29. 7| | Dual camera| 51| 17. 0| 17. 0| 46. 7| | 1,000s of Apps| 61| 20. | 20. 3| 67. 0| | mega pixel camera| 23| 7. 7| 7. 7| 74. 7| | some and All of the above| 76| 25. 3| 25. 3| 100. 0| | Total| 300| 100. 0| 100. 0| | The table above shows a list of latest mobile facility and respondents were asked which one of them they were aware of 25. 3% picked some or all of the above , 20. 3% agreed to 1000s of application, 17% said dual cameras,15% touch screen, 14. 7% voice controls and 7. 7% said it was because of a mega pixel camera. Gender * Mobile brand Cross tabulation| Count| | Mobile brand| Total| | Blackberry| I phone| Samsung| Nokia| use more than 1| | Gender| Male| 43| 34| 18| 17| 33| 145| Female| 55| 34| 29| 4| 33| 155| Total| 98| 68| 47| 21| 66| 300| 55 females use blackberry while 43 males use blackberry therefore female s use more blackberry than males, in the case of I phone the ratio of both male and female are the same, for Samsung female s use Samsung more than males, males use Nokia more than females. Both male and fe male agree equally in using more than 1 mobile brand. Gender * source of knowledge Cross tabulation| Count| | Source of knowledge| Total| | TV ad| Radio ad| Newspaper ad| Internet banner| Word of mouth| more than 1 medium| | Gender| Male| 25| 9| 12| 52| 13| 34| 145| Female| 18| 9| 14| 34| 51| 29| 155| Total| 43| 18| 26| 86| 64| 63| 300| This table above shows more male heard about their mobile through Television than women, an equal number of males and females heard about their brand through radio, while more females heard about their mobile brand through newspaper than males this is surprising cause it is only natural to think males are more interested in newspaper than females but reverse is the case. 52 males heard about their mobile through the internet banner and 34 for women, a very interesting part of this table shows that 51 females got to now about their mobile brand through word of mouth and only 13 males heard through word of mouth therefore it is safe to say women are li kely to act upon what they hear more than men. More male got to know about their mobile brand through more than 1 of the mediums than females. RECOMMENDATION Mobile phone dealers should concentrating in stocking * Blackberry Z10 * Blackberry bold 4,5 and 6 * Blackberry torch 1, 2 and 3 * Blackberry curve 3 and 6 * Samsung S3 and S4 * A little of Nokia phones especially the touch light brand References

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