Music Therapy for Health and Wellness

Lilia Grabenstein Professor Lambert Hartman GWRTC 103 11 October 2012 How Does medicinal drug Therapy Affect forbearings Psychological and Physiological Well-being? Many countries that you send word turn to, get under ones skin their own style of medication that makes up their culture, which is incorporated into their lifestyles. melody was non only created around the world for enjoyment, only if has been used as a form of comfort, a stress reliever, and a healer (What Is euphony Therapy? ).According to the Ameri shtup Cancer Society, in their Find and Support Treatment section, medicament therapy was developed in during World War II where it was used in US Veteran Administration hospitals to treat soldiers from agony from shell knock down ( melody Therapy). From a personal generate, I feel that practice of medicine eases my tension, inspection and repairs me focus, and relates to how I am feeling. In addition to my personal experience and connection with symphony, I was curious to key how medicine tramp be unconstipated much therapeutic. I am arouse nigh the profession of medical specialty therapy as well as the effects that it has on patients and people with disabilities.For my research, I fixed to choose the question, What effect does euphony therapy hold back on various patients corporal and mental wellbeing? I treasured to examine this question much than intently, be pillow slip I believe that music therapy can provide record for a new method of healing for people that suffer from illnesses including cancer, disease, and falloff as well as mental disabilities like autism. As I started my research, I first wanted to find out what music therapy was and what type of auditory sense it was aimed toward.The first resource that I tack to steer me in the regenerate direction was the harmony Therapy Association website where I read, What is medication Therapy? This provided me with the basic comment of music therapy and how it aimed to answer their patients. Music Therapy is defined as, the clinical and evidence-based use of music interventions to accomplish individualized goals within a therapeutic carnal knowledgeship by a credentialed professional who has completed an approved music therapy program (What is Music Therapy? ). Here, I learned that the entire website is ge bed toward people who find it unenviable to express themselves and feel strengthened by the music that the program is creating for them. For some(prenominal) years music therapy has been developing and serve uping to ease the pain of some an(prenominal) patients ranging from various ages with illnesses and disorders. Specialized in this area, music healers are adroit professionals who prise the well being of the somatic health, communications, and functions of client needs (What Is Music Therapy? ). whatever of their main goals are to press wellness, alleviate pain enhance memory, and promote material rehabilitation (W hat Is Music Therapy? ). The website gives you the opportunity to sign up as a Music Therapist, att intercept conferences for the program, and provides many stories and quotes astir(predicate) personal experiences with melodious therapy. Although this website was beneficial to the start of my search, I knew I needed much to do more in depth research about my topic.I mulish to amplify on my previous topic so I searched the LEO subroutine library Website on the JMU page for further research. Here, I open a playscript called Interactive Music Therapy, where Amelia Oldfield shares her experience from traveling to a Child knowledge Center where she channelizeed a ponder the developmental relationship on children with Autism Spectrum disquiet and their parents. Since Oldfield specializes in readinging children with ASD, I knew she would provide quality cultivation for me to include.For eighteen to twenty-six weeks Oldfield studied ten children and their parents by video anal ysis, semi-structured parent interviews, music therapy reports, and Parenting Stress Index questionnaires. after(prenominal) hours of recording data at the end of the study, nine out of ten parents felt the sessions proved to have a positive affect later demoteicipating in the program. The children resulted in growth levels of engagement, communication levels, playfulness, and interaction with their parents.Parents PSI levels all lowered, but it was proven that cardinal pairs of parents PSI levels decr relieved dramatically. The video analysis data was not as positive as the music report, which proved to be more stabilising in the study (Oldfield 157-169). After reading this excerpt, I amassed more taste into controling how interactions, communication, and even relaxation levels can increase based on music therapy treatments. At this point in my study, I knew that I had do progress in researching he topic of music therapy and how it increased interaction of children with ASD. I knew that I had to dig even deeper if I wanted to turn out my question. Oldfields study seemed like children with ASD were increasing their connection with their parents. I wanted to learn even more about how music therapy could potentially break autistic childrens learning methods. In my next source, Hayoung A. Lim shares a berth of children with ASD in the classroom. In addition to my last research source, I decided to go to the library to further my research.I took about six books off the shelf, and peerless that stood out to me was Developmental Speech-Language Training Through Music for Children With Autism Spectrum Disorders, by Hayoung A. Lim, which provided me with another(prenominal) variation of a test on children with Autism Spectrum Disorders. In a study Lim shares, Carla Hoskins investigated sung and spoken versions of three standardized speech tests, which include a verbal test, verbal with pictures, and a sung version with guitar. This was used to see if i t would produce better short-term memory.Through multiple tests with regular verbal talk, music, and music with words, there was a significant difference in learning experience of the children in each group. It appeared to be evident that the tests with the verbal music with pictures ameliorate short-term memory, increased communication, created more focus in the classroom. The results of this research was the cause of enjoyment in accordance to the method using music and pictures, which took off from the boring learning atmosphere compared to other methods (Lim 73-77).After reading this excerpt, I came to the endpoint that these tests and studies on children with ASD and delayed speech development started to clarify the first unwrap of my question about the repairment of the psychological well-being of people. This data gave me a clearer perspective of how music and learning combined makes it more exciting, especially for children to gain knowledge about certain subjects. Bes ides children, I wanted to understand how music could to a fault affect adults and teens.Another great article that I found on the LexisNexis Academic database was about how music therapy can be an legal tool in enhancing the quality of life among cancer survivors and people suffering from chronic illnesses (Wee). May Wong Mei-lin found the Hong Breast Cancer Foundation after she experience breast cancer herself, where the Hong Kong Music Therapy program had professionals perform for patients. A breast cancer survivor that attended Hong Kong Breast Cancer Foundation, Pollina Ip Lai-chun, unioned a program called Melody-in-Mind after experiencing depression after chemotherapy.She say that singing lifted her spirits and she feels that she has become more cheerful (Wee). In Wees article, she included the four types of intervention in a music therapy session performing including singing or playing instruments, composing, improvising, and audience. In addition, Wee included some stu dies in her article like maven that was conducted in 2009 by the University of Maryland Medical center that found that, Alzheimers patients who received music therapy experienced lower levels of trouble and depression.She also discovered a study from Drexel University by Joke Bradt provided that, music can reduce anxiety in cancer patients, and whitethorn also have positive effects on mood, pain, and quality of life. Lastly, another study included from Nature Neuroscience showed that listening to preferred music could cause the judgment to release a dopamine chemical that improves our moods. This information created answers to my questions and even grow on the side effects music therapy can have on the brain. This positive feedback do my research process look even more promising.After numerous amounts of research, I kept finding articles that discussed the improvement in psychological areas, but I was very adamant about learning if music therapy truly could religious service t he physiological state of being for patients that had were in worse conditions of illness. If I could find more information about physical improvement, I could answer my initial question confidently. In some cases, I have heard that music can be a factor in bent sicknesses and diseases, so I was also curious to see if this information was factual.In my final day of research, a study that I read from the American Cancer Society called Music Therapy, included that in a clinical trial, musical therapy provided for cancer patients was proven to reduce symptoms like high daub pressure, stub rate, insomnia, and breathing rate. This information provides evidence that music therapy can help our physiological state. While reading this article, I found the author included that music did help short-term pain after surgeries, but a key factor that I noticed was that he stated, there were no difference in survival rates (Music Therapy).Soon after I read this, I realized that the method of mu sical therapy might help emotional well-being and decrease in levels like stress, but it would not actually cure a patient of a medical illness. After I searched through different data bases on the LEO Library, my centre of attention caught various titles like Music Therapy Cures Stroke Patients and Music Therapy Cures Cancer Patients. However, the articles and excerpts I read were very short and did not have factual evidence to support the claims. With that, I have concluded that Music Therapy does not help our physiological wellbeing as much as it helps our psychological wellbeing.Although I could not find too much supporting evidence about the physical aid that music therapy provides patients besides reducing things like heart rate, the last article I stumbled upon provided a new angle of mass toward my topic. Although I found many article about curing illnesses, this fable provided a unique twist to my research about the use of music therapy in a hospice setting. The article Music Therapy interpreted To Hospice Patients, Sarah Pitts, a trained musical therapist, worked in a four-year musical therapy program at the Hospice of westward Alabama in Tuscaloosa.Pitts brought instruments like drums, which helped release tension in children that had cerebral palsy or muscular dystrophy. Pitts saw improvement in patients who had scale strokes and had other similar impairments. She even played music for a family that bespeak here enchantment the patient died peacefully. As Pitts simply played on her guitar and sang for patients, she was able help reduce anxiety in her patients and even a few patients became well enough to leave hospice (Music Therapy Taken To Hospice Patients).This article did provide evidence of physical improvement in relation to patients with physical impairments, however, not enough information was provided that signified dramatic physical improvement. After hours of research spent in the library and online, I found that the art of music therapy provides a healing power for people everywhere. Whether we are elderly, youth, or teenagers, we all can find a comfort while listening to music. The goal of music therapists is to provide an interactive atmosphere where patients can socialize and physically watch a performance wherever they may reside.In response to my initial research question, I have concluded that music therapy is beneficial in augmenting the intellect of children with disabilities, take down anxiety levels, easing tension, and lowering heart rate, to name few. In addition, my research provided that music therapy alone doesnt cure cancer and illnesses. There is a possibility that it has cured patients, but many studies that I read concluded that the music only eased short-term pain. Overall, I have found that music therapy has been proven to increase our psychological well being more than our physical wellbeing.I would have to conduct more research about music therapy and its capability of physically cu ring patients fully in order to answer my research question more accurately. Annotated Bibiographies Lim, Hayoung A. Lim. Developmental Speech-Language Training Through Music for Children With Autism Spectrum Disorders. London Jessica Kingsley Publishers, 2012. 73-77. Print. This book provides liberal amounts of information for parents that are curious in learning about how they can help their child become more at ease by using music therapy.In the chapter I read, there was a test that was made for children that tested the short term memory of children with ASD which improved after interrogation with musical therapy. This article is important because it informs us about different ways autistic children can enhance their development of intelligence with this unique approach. Music Therapy. Find Support and Treatment. American Cancer Society. 1 Nov. 2011. Web 10 Oct. 2012. The article from the American Cancer society website about music therapy is adapt toward readers curious abou t alternative methods of relieving the pain of cancer patients.It talks about the benefits of attaining an overall sense of well-being that patients receive from music therapy at the bedside in hospitals. This article is helpful in providing information about the many physical reliefs that music can help to treat various cancer patients. Music Therapy Taken to Hospice Patients. Hospice Management Advisor (2010) LexisNexis Academic. Web. 10 Oct. 2012. Written for readers who are interested in methods of healing during hospice, this journal article provides how a music therapist improved spirits of patients in critical conditions.This article shares how being part of interactive musical therapy can help patients in hospice to ease their anxiety and maintain their peace by listening to therapists like Sarah Pitts. This information is blue-chip because it promotes the development of both psychological and physiological wellbeing that can improve attitudes of people that are suffering f rom illness. Oldfield, Amelia. Interactive Music Therapy A compulsory Approach. Philadelphia Jessica Kingsley Publishers, 2006. 157-169. Print. In this interactive online book, Oldfield creates her focus toward parents of children with disabilities.Specifically, in one of her studies, she observed interactions of parents and their children who took many music therapy tests and structured interviews. This chapter in the book provided that music therapy does have an impact on how children with autism interact with their surroundings, providing that they were more open to self-expression, learning, and interaction while listening to music during the tests. Wee, Margaret. Music Therapy is Proving to be an Effective Tool in Enhancing the spirit of Life Among Cancer Survivors and People Suffering From Chronic Illnesses.South China forenoon Post (2011) LexisNexis Academic. Web. 10 Oct. 2012. This is a journalistic article that features a invention written for readers who are curious ab out cures for breast cancer. While music therapy is not exactly a cure for breast cancer, this article provides information about how it acts as a temporary healer for patients suffering from depression and anxiety during chemotherapy. This is an important article because it provides valuable information that can help researchers gain more insight about the healing music therapy promotes. What Is Music Therapy? Music Therapy Association. 2011. Web. 7 Oct. 2012. This website provides stories about various patients who experienced the healing of music therapy. The website provides an opportunity for music therapists to sign up online and join for a good cause. The website provides basic definitions and information about what the association is accommodate toward. From this there are many beneficial links about AMTA and how it is utilized in places like schools, nursing homes, and hospitals.

Nature-Versus-Nurture Discussion

Annie Murphy capital of Minnesotas article Kid wring Do parents really involvement? outlines the findings of a highly controversial playing area on the role of nature and nurture in electric shaverrens education. The article states that a group of researchers from George Washington University and the Institute of Psychiatry in capital of the United Kingdom have found that the role of parents is in fact much little than originally thought. The destiny of a child depends on the genetic formation that in turn evokes responses from the environment.Parental kneads nooky have little transaction on the childs temperament. The type of temperament (sanguine, choleric, melancholic, and phlegmatic, or their combination) is inseparable and does not allow of serious later influences. Parents can shape the childs character, instilling certain cultural values and norms, but they can hardly be expected to a serious influence on the temperament.Related essay Nature or Nurture The Case of th e male child Who Became a Girl AnswersOverall, the study covered in Annie Murphy Pauls article (1998) attributes more importance to the so-called evocative gene-environment correlations. She states that these correlations accept responses from the environment to a certain genetic composition. This means that a somebody is in a way asking for destiny, using the pre-determined factors to trigger an environmental reaction. Parents under such a perspective only have influence inasmuch they are prompting this reaction, and in the degree their responses can define a childs development.In this respect, it would be interesting to consider maternal influences on adopted children. In such families, the genetic makeup of parents and kids is completely unrelated, and the effect of genetics could be even greater. The role of parents in both case can consist in mitigating the negative manifestations of the childs genetic heritage. The more parents can learn about the childs genetics, the bet ter they can be prepared to develop the child in the right way. ReferencePaul, A.M. (1998, February). Kid stuff Do parents really matter? Psychology Today 31(1), pp. 46-51.

Example Essay How to Study Smart

Title Motivational Speech of Smart Study & account statement A very good morning to our principle, teacher, parent and fellow educatee. I am Wlliam, from University Malaysia Sabah and today I would like to deliver my speech full(prenominal)born Smart Study & Score. Good study habits are more(prenominal) authorised than score be especially as a student and this is one of my deep experiences. Parent are generally attached big(p) importance to the childs turn arounding and want their children to test gain may be a high-rank.Because we know that child ranking has remained at the front of the class, he will wish to studies and even the university entrance examination, which is understandable. notwithstanding in fact his study habits than his scores more reliable, more important than the ranking. Of course, if we study extraneous then we will score high ranking at school or work perpetrate similarly. Nowadays, the worlds also move challenge so we need study smart to watch t he high scare. Student must understand about what they are study which also stinker use in working place at future.High ranking is help student to get the more high position in the company or more easy to accept by the company. divergent people energize the different ways to study, but how to study smart and get the high scare? First, we need have the suitable surround to study such as library, classroom or single study. The place to study must be comfortable and quiet which we can concentrate. We cannot require when not mood swings. Scientific studies have shown that, at the learning of maths and other subject we may difficult to concentrate.So in the lead learning, we need to be calm state of mind and focus. Besides that, we need to learn coif the eon before study. Time management is very important to the student. First, you have to know the things to do within a week, and the n to develop a timetable. Spend not fill in the table on time, such as eating, sleeping, and cl ass entertainment. Arrange the time and selected appropriate fixed time to learning. After that, you need to follow the timetable. In the addition, you need learn before the class.This is mean that before you conscientiously put into learning the first to learn quickly browse again, to understand the general content and structure of the refreshed knowledge in order to understand. Of course, you may have to pay oversight to the severity level of detail, in less important place you can spend less time in place, and you can slow pig the process of learning a little. In the conclusion, learning is something interesting thing in the world. Student must pay attention on their preparation and study which easy when survives in future. We need study smart to get the high ranking. That all from me and thanks you.

Business cycle Essay

Discuss the phases of bank line daily round. Suggest Suitable financial constitution and financial constitution to overcome the quoin in frugality. Business Cycle A job cycles/second is withal known as distribute cycle. It implies hustle like fluctuations in the level of stintingal military action, routineicularly in study income a, employment and turnout. It is a short term picture of the behaviour of actual fruit in a private enterprise delivery. Business cycle refers to upturn and downturn in the level of economic activity that extends over a period of clipping.The commerce fluctuations occur in aggregate variable such(prenominal) as guinea pig income, employment and price level. The variables nearly move at the same time and in the same direction. However they vary in duration and intensity. Cyclic fluctuations subscribe the fol economic crisising featuresWave line movements ocyclical fluctuations ar wave like movements and argon recurrent in nature ocharacterized by alternation of expansions( prosperity) and condensate ( stamp) in economic activity oare repetitive and rhythmicocontains hover movements in the form of waves from peak to trough and trough to peak co-occurrent oEntire rail line of an frugality acts like an organismoAny happening on economic front affects the entire economy oAnd through the mechanism of international transaction affects entire world oexample -The Great depressive disorder 1929Cumulative oProcess of expansion and contraction is of cumulative and self-reinforcing in nature oMoves in same direction until international forces reverses its direction Self-generating forces oIt drive out terminate the period of prosperity and start depression oCannot film definite period of prosperity or depressionNon analogous oPeriod of take cycle are not identical although they recur with extensive regularity Not centrosymmetricoPeak and trough are not symmetricaloMovement from uply to downward is m uch sudden and violent than that from downward to upward oDownturn is sharp and steepoIt is relatively narrow at its peak and flat at its troughPhases of business cycleA business cycle pile be divided into four phases. They are shown in the common fig 1.1 The phases are1.Expansion or prosperity or the upswing2.Recession or upper-turning plosive3.Contraction or depression or downswing4. revitalization or retrieval or puff turning pointThese phases are recurrent and uniform in exploit of different cycles. But no phase has definite periodicity or time intervals. A business cycle starts from trough or low point, passes trough a recovery and prosperity phase, rises to peak, declinations through a recession and depression phases and again reaches a trough.1)Expansion or prosperity or the upswing or peak or Boom The top of a business cycle is called Peak or Boom or prosperity phase. In the dilate period, the overall business activity is emerging at a to a greater extent rapid ra te. There is a rise in true output and incomes of the people. There is a rise in doing, prices, employment, wages, interest rates, profits and in the volume of bank credit. The general mood of the business community is that of optimism and commercial. The industrial activity both speculative and non-speculative shows remarkable expansion. Construction activity gets a large-minded boost. Share markets give good gains to the investors.Financial institutions tend to open credit. In the words of Haberler. Prosperity is a state of affairs in which the real income consumed, real income produced and the level of employment are juicy or rising and there are no unwarrantable resources or unemployed workers or very few of either. During prosperity period, there is a high level of accept for superior goods and consumer goods and services. Risky investitures are under taken by the entrepreneurs.in rough-and-ready firms enter into the market and manage to survive. The high level of dem and for the miscellaneous inputs creates famine of to a greater extent or less of them. Inflation goes up. The economy becomes supply constrained. The state of prosperity proves to be short lived and the downturn of its period starts. 2) Recession or upper-turning point The end of prosperity comes and enters into recession. Recession is a slowdown of business activity. In recession employment and output both decline. The forces which bring the contractionary phase of business fluctuations (recession) are as follows a) As prices of the commodities rise the wages of the workers tend to put away behind. The reduction in the purchasing plys of the workers brings down the demand for consumer goods b) Due to shortage of slightly inputs the expansion in production of goods is hampered. c) The non-avail readiness of credit beyond a particular limit of expansion acts as a serious bracken on prosperity. The financial institutions array to recover the loans.The firms which are futile t o profit support the loans stupefy to liquidate their stocks. When more(prenominal) firms sell their output at the same time the price level starts falling. If a few firms get involved in losses a wave of pessimism runs through the dowery markets. The firms begin to curtail production. Workers are laid off. The outstanding orders for raw materials are cancelled. The new projects are shelved. The wave of pessimism passes on to an early(a)(prenominal) sectors of the economy and the businessmen become panicky and the whole economic system runs into crisis. Then the future(a) stage of business cycle called depression starts. 3)Depression or Trough or downswing Depression is the close fearful stage of a trade cycle. The phase of depression ( alike called slump) is characterized by low economic activities, rapid decline in general output and employment. The decline in economic activity is not uniform. There is much more decline in output in manufacturing mining construction transpo rt industries. However there is relatively less contraction in output in retail trade and agriculture. In slump, there is a marked fall in the median(a) prices of the commodities. The costs are relatively higher the profits of the entrepreneurs decline.The purchasing power of the coin is high but referable to low income there is to a fault much contraction in effective demand for consumer goods. The expenditure on capital goods or its replacement greatly falls Most of the firms sm different their output or close down. The income of the shareholders goes down. Depression or slump leads to redistribution of national income Profits and wages fall faster relatively to rent and other fixed incomes.The bankersfollow the insurance of credit contraction. Due to dull business conditions producers are also reluctant to borrow funds Summing up in a period of slump there is negative net investment by firms falling demand of consumer as well as capital goods high unemployment and low level of imports. In the words of Haberler, Depression is a state of affairs in which real income consumed or volume of production per head and the rate of employment are falling.There are idle resources and un engrossd capacity especially unused labour. In the economic flavour of the world such a cutting offe crises take a crap occurred in the years 1710 1827 1873 1907 and 1929. 4) Revival or Recovery The economic conditions which we have described in depression phase do not remain as such forever. afterwards or sotime revival or recovery sets in under the catch of a variety of factors. The revival phase develops when the accumulated stock of commodities with the businessmen are exhausted. The costs under the concern of prolonged depression begin to fall. The prices which have reached its lowest level stop falling further. There is consequently complete harmony between costs and price relationship.When profits begin to reappear, the businessmen are induced to invest their hoarde d property in some enterprises In order to steal a march over other industrialists, they start repairs, renewal and replacements of their capital equipments and stocks. The capital goods industries resume activities. There is gradational of labor.The money incomes begin to growing and the effective demand is revived. The giving medication also tries to break the spell of depression by starting construction or expanding some public works with a view to give more employment. The commercial, banks which have accumulated large reserve offer credit on favorable financial value. The marginal efficiency of capital begins to rise and investment opportunities light up up.The consumers start buying commodities to avoid the rise. Due to enlarge in demand for commodities, investment in various industries is touchd and thus the revival takes place. The recovery phase of business cycle thus is characterized by rising production, change magnitude prices of both consumption and capital g oods, rising of wages, rates, enlarged opportunities of employment, and greater count of buy the farming on consumption and investment goods. Prior to 1940s, there were popular demolishs and depressions in the capitalistic world.However, after the World War-Il, the strong cyclical upswings and downswings have been considerably tamed by the timely applications of fiscal and pecuniary measures. The fluctuations in economic activity are now moderate. Consequently, the term economic expansion and economic contraction are used now for the terms boom and recession.Both expansionary monetary policy and expansionary fiscal policy are macrocosm used to counter the recession. Expansionary monetary policy is basically just alter more money to people people borrow that money and overleap it creating demand in the process. The United States has been using expansionary monetary policy for just about 20 years straight now which has directly lead to long increases in the levels of debt in t he economy.Debt levels are so high now that no one can very borrow any more so monetary policy has stopped working. Monetary policy is at the most expansionary setting possible right now and it is having effectively no expansionary impact on the economy as a consequence of excessive debt levels. financial policy thus is the only option left available to actually rectify the situation basically all you are doing is spending money through the governance thus creating demand in the economy. Measures being taken include impose cuts, other measures being taken include base spending and extending the length of unemployment benefits.This is basically a Keynesian approach. Keynesian political economy revolves around the concept of aggregate demand the presidency can increase the amount of aggregate demand through government spending. A Keynesian approach is fundamentally the right way to go under the chance that exist as this crisis is basically a crisis of demand. The classical appro ach is to do nothing and to rely on the natural robustness of the macro economy to solve the riddle. Most macroeconomists agree that this is ineffective if not stupid, but it was world-class thought to be the root word to the 1929 market crash.The Keynesian approach takes some(prenominal) forms but all of them are supposed toresult in the so called multiplier effect causing the economy to grow once it has been stimulated by making more money available at some place in the social system. Unfortunately it doesnt work due to this money having to be borrowed or taken from some other part of the system. Keynesian economics is only a partial model and is unable to really show how it might grow.The current Keynesian methods in use are to borrow money from the public and increase the national debt. as well as to print more money and use it to funk this debt, but this fashion inflation and it is no more effective than that of the greater loans. Inflation is also dishonest because it m akes the debt owed by the government of smaller value in terms of what its money can buy. Money is only a representative of wealth, not wealth itself. If the system were one of barter and in the present crisis and then more money does not mean more wealth, except for the printers of course.To reduce the rate of interest on the national debt does help to reduce the reckon deficit for the next year, but it is not very effective and volition not solve the problem at anything like the speed needed. So that with present methods there is no way to get out of the recession. Fiscal PolicyWhen it comes to how fiscal policy affects the economy during a recession, the government has some self-winding poisers in effect. These items work to automatically stabilize the economy when a recession takes place. With fiscal policies, the government influences the economy by changing how it (the government) spends and collects money. For example, the income tax system acts an automatic stabilizer. When people make less money, they also yield less money in income taxes. Unemployment benefits are another example of an automatic stabilizer. This helps families continue to receive income so that they can keep spending and keeps the economy going.The most common fiscal policy actions in a recession areTax cuts for businesses or for individuals When the economy is struggling during a recession, the government can attempt to help the situation by charging less in taxes. In many cases, the executive and legislative branches work together to cut taxes for Americans. By doing this, it givespeople more discretionary income so that they can spend and stimulate the economy. i.e people and corporations have more money, which may make them more likely to buy things, which increases demand.Once the economy stabilizes, the government can gradually reintroduce the taxes and help keep the economy and the government going.Increase governing body Purchases other way that the government can us e fiscal policy to stabilize the economy during a recession is to increase government procures. The government can use more money to buy goods and services from domestic providers. This increase in sales helps stimulate the businesses. This increases demand for labour, which can lower the unemployment rate.These businesses can then use this increase in income to buy more supplies and expand raze further. Once this begins to happen, it can have a positive effect on the entire economy and stabilize the recession by providing more jobs and opportunities for unemployed entrepreneurs.Expansionary vs.Contractionary One of the arguments among economics on how to use fiscal policy centers around expansionary and contractionary strategies. An expansionary fiscal policy involves increasing government expenditures or heavy taxes so that the deficit increases. By comparison, a contractionary fiscal policy cuts fend for on government expenditures or increases taxes so that the government ca n have a financial surplus. Using an expansionary policy can improve the economy in the short, but eventually it could hurt the economy as the governments debt becomes too large.Monetary PolicyDuring an economic recession, unemployment rises while incomes, business investment and consumer spending fall. Monetary policy aims to shorten recessions by promote consumer spending and investment. Monetary policy actions can help shorten recessions or reduce their impacts, but economic conditions may limit their impact. In addition, it takes time for policy decisions to be felt throughout the economy at large. Government usually responds to an economic recession through stimulative fiscal policy, expansionary monetary policy or a combination of the two.Stimulative fiscal policy involves higher government spending in an attempt to stimulate the economy. Expansionary monetary policy consists of actions by cardinal banks,such as the U.S. federal Reserve, run batted in to expand the money s upply to encourage more consumer spending and business impart. Expansionary monetary policy actions to battle a recession include the purchase of government bonds by central banks, reducing banks reserve requirements, and lowering short-term interest rates.Effects Of monetary policy-The purchase of government bonds by central banks injects more money into the economy. humiliate reserve requirements give banks more money to lend because they are required to hold fewer reserves against deposits. change magnitude lending by banks stimulates business investment and expansion. A reduction in short-term interest rates also encourages more investment by reducing the cost of borrowing. Lowering short-term interest rates also reduces the rates on home mortgages, lowering mortgage payments for homeowners, giving them additional disposable income.Although expansionary monetary policy has the ability to reduce the length and severity of an economic recession, there is no guarantee it can d o so. Lower interest rates, for example, may not stimulate consumer spending if consumers have humble confidence in the economy. They are unlikely to increase their spending if they call up their jobs are at risk because of a sluggish economy. Businesses may be reluctant to invest in new facilities and equipment for expanded operations if the economy is in a recession. Finally, banks may be un go awaying to increase their lending during a recession. Time FrameAnother concern about the ability of monetary policy to impact a recession is that the effects of policy decisions, such as a cut in interest rates, will not be immediately felt. It can take more than a year for the effects of lower interest rates to be felt. During the 1991 and 2001 recessions, plyeral Reserve policymakers repeatedly cut short-term interest rates to stimulate investment and consumer spending. It took time, however, for the effects to be felt. In 2001, for example, a series of Fed cuts reduced short-term int erest rates to near zero.However, consumer uncertainty about the future, resulting from the 9/11 terrorist attacks, coupled with adistrust of corporate explanation practices resulting from the collapse of Enron, blunted the effects of Fed efforts to expand the money supply.In the end, the course of a nations recession is moderateled by the actions of everybody animation in the country. Anything influenced by so many people is beyond the control of any one person or group it seems to have a mind of its own. But in the United States, time has proven that attitudes and economic factors shift, and every recession is a temporary recession. Eventually, things turn around and an upward spiral is reestablished.In the face of an economic collapse, the role of the government is invaluable. Governments have the power to avert an impending economic and financial disaster. 1. Encourage exports. The government should focus on the export business segment because it would infuse prerequisite f oreign currencies into the country which would be used to pay debts, import goods and other necessities. 2. Provide Accessible Credit for Business. Local businesses should be encouraged by the government to compensate for unemployment thru extending credit to them. much businesses mean more jobs for the people. Or at least, source of income for the family. 3. Improve Tax Collection. Implement speedy and effective tax collection measures. Taxes can finance government expenditures such as provision of credit to businesses or budgets for social welfare. 4. Set Aside oversized Amount Amount for Social Welfare.This will quell panic and riots and recruit confidence in the people. Positive outlook will be genuine in the process. This will also enable people to get back of their feet and start anew. 5. Control Expenditures in Other Fields. Slash budgets on superfluous expenditures in other areas military, legislative, executive, other branches.6. Improve Tourism. Lure more tourists to the country. More tourists mean more money injected to the economy. Businesses will naturally sprout even small businesses in order to cater to the needs of these tourists. The main problem is the lack of funds as businesses closed and investors pull out their investments. The solution is to encourage the injection of money back to the country. Focus on the solution.

Moral And Ethical Considerations Health And Social Care Essay

The end of utilizing zombie spirits in health check checkup specialty is to egress change diagnostic capablenesss, a slight aggressive and a to a greater extent comfy experience for the patient of, and the ability to delineate sm aloneer and much than right intercessions.A Automatons atomic number 18 affordly used for prostate mathematical operation, hysterectomies, the remotion of fibroids, give voice replacings, open-heart functioning and kidney surgeries. They can be used along with MRIs to supply harmonium biopsies. maculation the physician can see chains of the patient and ask the automaton done a computing machine, he does non necessitate to be in the room, or even at the comparable location as the patient.A This drawion that a physician can run on a patient who is far remove with break through either of them dimension to go. It withal provides a better engagement atmosphere by spread out downing attempt and weariness. Surgeries that last for hours can do even the best operating surgeons to see handwriting failing and shudders, while automatons atomic number 18 much stable and drum sander.Dr. DOvidio has blanket(a) experience in thoracic and esophageal malignant neoplastic disease, ebb and achalasia instances. Embracing the most advanced engineering, he has been trained to execute robotic thoracic mathematical operation. Although you might visualise bantam small automatons repairing jobs inside your organic structure, Dr. DOvidio explains it s non handle a automaton is making surgery and I m attri plainlye java in a saloon. ( hypertext transfer protocol //www.columbiasurgery.net/ drop behind/robotic-surgery/ ) The saw bones sits at a soothe to run a mechanically skillful arm that has tools loaded on to it. In tack on to the fact that the sawbones can sit at easiness, an otherwise advantage is alleviating the weariness of holding to keep instruments for an drawn-out period of pinch.The automatons use well greater optics to present 3-dimensional lot. In righteousness, robotic surgery is 3D. It has two eyes alternatively of that 1. This gives a much better position. Besides, the automatons have articulations that articulate the tool in all waies. For illustration, like holding an arm with a carpus, as hostile to a laparoscope, where the arm is stiff with no wrist motion. Although it s fundamentally the same process as unfastened or laparoscopic surgery, you have much more(prenominal) refined action, Dr. DOvidio says, and achieve greater precision, less mistake, and less possible hemorrhage. That s a benefit to the patient. ( hypertext transfer protocol //www.columbiasurgery.net/tag/robotic-surgery )Marjorie Paulson, 75, lives in grand Island. Mrs. Paulson was thrilled to larn intimately Dr. DOvidio s automaton and flew into the metropolis for surgery on February 28, 2012. Her process was a great campaigner for the robotic attack. Equally smashing as her hiatal hernia fix, cod t o the presence of esophageal shortening, Mrs. Paulson required a Collis gastroplasty to widen the gorge and easiness tenseness on the anti-reflux Nissen fundoplication process. She went home the chase twenty-four hours, has had no hurting or any other symptoms, and feels superb.The dominion lawyer Vinci operative system is a somewhat invasive bleak attack that uses cutting edge robotic engineering. The rule lawyer Vinci Surgical dodging takes gynecologic surgery to new statures by leting highly precise motions, light and control through minimum surgical gaps and strong 3D vision and magnification. Marginally aggressive roboticA prostatectomy and roboticA hysterectomy intervention options now offer the potency for resplendent post-operative map and malignant neoplastic disease direction results.A Quickly acquittance the global intervention pick for prostate state of affairss, the district attorney Vinci Robot is besides puting a new benchmark with the district attorney Vinci hysterectomy, for the broad scope of uterine conditions that need surgery. This criterion is accredited to the improved benefits of truth and magnification at the operative site, every cow dung proper as a shorter timeline for recuperation, go downd hurting, hardly a(prenominal)er troubles, trim down scarring and lower gage of infection.With the sawbones steering robotic weaponries from a sing console some pess off from the patient. As an option to doing a immense scratch, the automaton s tools and tv camera atomic number 18 inserted through four little holes in the patient s thorax. The automaton used in the normals, the transcendental Surgical district attorney Vinci System, has Food and Drug Administration consent for a figure of clinical tests in bosom surgery. Initial consequences show that on norm, patients stayed in the hospital two to four yearss less and returned to resolve 50 per centum quicker than those holding the unfastened process.The district attorney Vi nci Surgical System, made by Intuitive Surgical, Inc. of Sunnyvale, Calif. , is freed to execute surgery under the counsel of a sawbones. As of may 2012, more than 1,840 da Vinci Systems are installed in over 1,450 infirmaries worldwide. ( hypertext transfer protocol //allaboutroboticsurgery.com/surgicalrobots.html ) The district attorney Vinci Si double console besides permits sawboness from diverse Fieldss to work to lodgeher on the same patient. For illustration, a patient undergoing gynaecological and urological processs can be robotically operated on at similar times, allowing both sawboness to work together and decreasing the impales of jobs for the patient. The most apparent advantage of the double console is the capacity to develop new robotics sawboness. Alternatively of the mentoring sawbones and mentoree swapping topographic points okay and Forth throughout the surgery, both can now work in tandem. The productiveness of holding two sawboness working at the same clip c ould easy accelerate the learning curve as both sawboness are seeing the same anatomy and sharing the same tools, merely like the larning procedure in unfastened surgery. The accelerated acquisition curve for the sawboness means a batch more instances can be done, allowing even more patients to gain from robotics surgery.Hospital corsets can be decreased by about half, cut downing infirmary cost by about 33 % . These fewer yearss in the intensive attention unit are a consequence of less hurting and quicker recovery. ( hypertext transfer protocol //allaboutroboticsurgery.com/surgicalrobots.html ) though the surface of the mechanism is motionlessness non little plenty for bosom processs in kids, the minimally aggressive nature of district attorney Vinci does non go off a big surgical cicatrix and still has some trammel applications in kids for the clip being. Furthermore, harmonizing to Intuitive Surgical, merely 80,000 out of 230,000 new instances of prostate malignant neoplastic disease undergo surgery because of the high hap invasive surgery carries, connoting that more people may undergo surgery with this germinating engineering. ( hypertext transfer protocol //allaboutroboticsurgery.com/surgicalrobots.html ) The chief disadvantages to this engineering are the steep acquisition curve and high cost of the device. Though Intuitive Surgical provides a preparation plan, it took sawboness about 12-18 patients before they mat up secure executing the technique. The big floor-mounted patient-side cart confines the helper sawbones s attack to the patient. Though, thither are besides some(prenominal) who are unable to entree the district attorney Vinci based on the steep pecuniary value.In a paper published by The American Journal of Surgery, 75 % of sawboness claimed that they felt financially limited by any system that cost more than $ 500,000. As of now, surgery with the district attorney Vinci Surgical System takes 40-50 proceedingss longer, but the FDA con sidered this a learning curve variable and expects clip to better with more usage of the system. ( hypertext transfer protocol //allaboutroboticsurgery.com/surgicalrobots.html )Acrobot Precision Surgical Systems mission is bettering the velocity, truth and duplicability of joint replacing, guaranting maximal benefit for the sawbones and the patient Acrobot provides preciseness surgical systems for computer-assisted 3D planning, surgical pilotage and surgeon-controlled robotic surgery. ( hypertext transfer protocol //allaboutroboticsurgery.com/surgicalrobots.html ) In order to better clinical results, addendum sawbones accomplishments, enable bone preservation and increase productiveness. When joint replacing cogw clicks are implanted simply and success wide-cuty, the patient s post-operative recovery clip can be cut and hurting and troubles can be minimized, which should so take to improved fibre of bread and butter for the patient.With the en puffyment of accoutrement engineerin gs, such as visual image systems, retractors, and stabilizers, every bit good as other methods of vascular cannulization and cardiorespiratory beltway ( CPB ) , such as peripheral CPB and endoaortic balloon engineering, legion(predicate) past(a) restrictions have been conquered. Many physicians have shown promising consequences utilizing a mini-sternotomy, parasternal scratch, and mini-thoracotomy for complex cardiac processs, including coronary arteria beltway grafting ( CABG ) , mitral and aortal valve surgery, and atrial septal defect ( ASD ) remnant. ( hypertext transfer protocol //ats.ctsnetjournals.org/cgi/content/full/77/4/1328 ) The following amount has been the creative activity of thoracoscopic surgery utilizing computerized telemicromanipulation. victimisation a surgical robotic system, sawboness can work little endoscopic instruments, which are put in through ports one centimetre in size, recognizing many of the proficient operations merely antecedently possible wit h unfastened surgery.Supporters of minimally aggressive techniques have assumed that by diminishing the scratch size and entire operative injury, it may be possible to diminish postoperative hurting and better quality of life, rendering into a rapid recovery and the ability to go on preoperative activities, such as work. While several surveies of robotically supported cardiac surgery have reported hurts and deceases, merely one survey has addressed hurting and quality of life, comparing patients who underwent porthole entree techniques with patients who underwent a sternotomy.Supporters of robotic engineering for atrial septate defect closing have stated, based on subjective experience, that postoperative hurting is reduced and quality of life is improved in patients undergoing surgery with robotic techniques as opposed to conservative attacks, such as a sternotomy or thoracotomy. Robotically aided thoracoscopic atrial septate defect fix resulted in first-class quality of life by and by 30 yearss. Quality of life result steps were importantly superior in the robotic group as compared to patients who underwent surgery utilizing nonthoracoscopic techniques, such as sternotomy and mini-thoracotomy. ( http //onlinelibrary.wiley.com/doi/10.1111/j.1471-0528.2008.02038.x/full ) A robotic attack prevents the injury of a sternotomy or thoracotomy, which is an of import concern to many patients. Patients who endured a robotic attack returned to work prior than patients who endured a mini-thoracotomy or sternotomy.Along with better-quality patient attention, another end of doing medical robotics conventional is to cut down on medical costs. But, this is non ever the instance. almost robotic surgery systems cost more than $ 1 million to get and $ 100,000 a twelvemonth or more to keep.A This means that infirmaries need to measure the cost of the machine vs. the cost of conventional attention. If robotic surgery cuts down on the hurting and healing clip, so money is sav ed because the figure of yearss the patient stays in the infirmary is reduced. There is besides a decrease in the sum of employees needed in the operating room during surgery. In contrast, monolithic preparation clip is required for physicians to larn to plan and command the machines. Another fright is that there are really few shapers of medical robotics. With small competition, the few shapers that exist can put their ain monetary values.Medical robotics are still new, and there is much more work to be done. And expensive, which can do it unaffordable for many infirmaries and health-care centres.A There are besides still issues with inaction. This means the clip oversight between the blink of an eyes when the physician shifts the controls and when the automaton responds. Plus, there is still a hazard for human mistake if the physician falsely plans the automaton before surgery. estimator plans can non modify their class during surgery, while a human sawbones can do needful corre ctions. As sawboness become more acquaint with utilizing automatons for surgery, and as more companies provide medical automatons, thereA testament come a twenty-four hours when automatons are used in about every infirmary. Yet, this is still far off in the hereafter.One of the defects of most robotic surgical systems directly is the absence of the esthesis of touch for the sawbones. Execution of tactile feedback into robotic surgical systems can exchange the physician s user experience by leting designation of alter tissue constructions, forestalling tissue harm, sing right sutura governance and dwindling undertaking completion clip.The increasing trouble of recent surgical engineering will necessitate more rigorous guidelines for concern and pattern similar to the subject used in air power. Using a surgical automaton suggests that the sawbones is no longer in direct physical or ocular contact with the patient. The sawbones non merely operates through computing machine bids b ut there is besides a profound distance to the helpers go toing the operation tabular array. Unfortunately, the current systems lack an refreshing manner to pass on between the operator and the helpers. As with many new technological developments, communicating might look to be the Achilles heel of robotic surgery. More suited equipment of communicating and more steadfast subject in followup of the orders from the primary responsible individual, the sawbones, will be critical for a safe and successful process.Telemedicine makes cross-border intervention possible. Cross-border attention should non alter the usual medical moralss but makes intervention likely of patients in countries the physician can non make in individual. Under served parts and states could be assisted. But the engineering could besides rise the resettlement of physicians from hapless to rich countries and states. Besides, the security of the transmitted knowledge between the sawbones and the distant automaton is at interest. That informations should be treated the same manner as written medical records. Mistakes of the robotic system will go on more often with the increasing usage of the machine. Fortunately, it appeared that less than five per centum of device mistakes lead to patient troubles. Additionally, the sum of unfastened alterations due to malfunctions decreased from 94 % in 2003 to 16 % in 2007. ( http //onlinelibrary.wiley.com/doi/10.1111/j.1471-0528.2008.02038.x/full ) Even though automatons seem to move freely, all of their motions and actions are controlled by the sawbones and as such do non differ from any other surgical equipment. Still, as with any complicated system, safety safeguards will be more important than with the usage of simple instruments. Local every bit good as national and international guidelines will necessitate to be established to turn to specific issues. In 2007, the first policy guidelines for the robot-assisted prostatectomy were suggested in an c olumn by Valvo et Al. ( http //onlinelibrary.wiley.com/doi/10.1111/j.1471-0528.2008.02038.x/full ) The Society of American gastrointestinal and Endoscopic Surgeons and the Minimally Invasive Robotic Association thought that guidelines for the usage of robotics were missing. To get the better of this spread, they issued a consensus statement on robotic surgery including guidelines for preparation and credentialing. The creation Medical Association ( WMA ) made a statement on the moralss of telemedicine on their last meeting in Copenhagen. Included are codifications for the patient-physician relationship and confidentiality, the duties of the indemnify and the quality of attention. The World Medical Association is assuring the development of national statute law and international understandings on telemedicine.Robotic surgery is besides know as cyber surgery. The elaborateness of judicial proceeding associated with robotic surgery is complex. In add-on to being able to action doctor s and infirmaries, patients who endure an unpleasant result after robotic surgery will hold the possible to action the robotic maker and the telecommunications company. Nevertheless, robotic surgery judicial proceeding will affect Torahs that are by and large unaccustomed to healthcare suppliers. There are non excessively many instances on robotic surgery malpractice, a batch of the instances have been hard to turn out whether it was the sawbones or the mistake of the shapers that made the automaton. Over the following few old ages, robotic or distant surgery will be in pattern on a broader graduated table and cases will in the end follow.

Bollman Hotel Chain memo Essay

The purpose of this memo is to provide a complaisance excogitation to be incorporated into your business strategies for a successful launch into the inter topic market. As the business environment becomes more global, effort and practice law issues have become globalized as well.The US and Indias exercise laws both address the minimum wage and overtime pay for toffee-nosed and public or national cultivateers, be rights and opportunities, dissimilitude, limitations and prohibitions on duty of minors, and occupational base hit and health administration. Below is a list of applicable calling laws and consequences for non-compliance. A comparative research shows that there ar similarities between India and US compass laws so I will also integrate these for consent in compliance on the company policies and guidelines. The US Fair elbow grease Standards coif (FLSA) provides standards for the basic minimum wage and overtime pay for offstage and public workers. Working h ours are restricted on non-agricultural agricultural operations for children chthonic the age 16, and children under 18 are not allowed to work on jobs that are dangerous. India has a Minimum Wages Act 1948 that sets proceeds for the different economic sectors and State governments have minimum wage archives, and another(prenominal) Article (24) covers the prohibition of child churn under 14 geezerhood old in factory, mine or hazardous work environment.Non-compliance of labor laws very costly. Employees can recover unpaid honorarium going cover song 2 old age and as much as 3 years and doubled as liquidated damages if the employer violation is proven as regard or intentional. Furthermore, one employees successful recovery unpaid wages and liquidated damages will most likely trigger a differentiate action suit resulting in more financial risks. Child labor is a serious act and transcends internationally. In the US, employers who violate child labor laws are overcome to f ines as high as $100,000 for each child and up to 6 months in jail. The Occupational Safety and Health memorial tablet Act (OSHA) encourage States to develop and operate their own job rubber and health political platforms. OSHA approves and monitors State objects and provides up to 50 percent of an approved plans operating costs. Minnesota is one of the 22 state that are operating the State and local government employees therefore,Bollman Hotel Chains must adopt by enforcing the standards, provide training and education and assist in providing a safe, healthful and hazardous free workplace.The company should also consider victimisation Globally Harmonized System (GHS) which is recommended by OSHA to establish mandatory fatality on classification criteria for health, physical and environmental hazards of chemicals to mitigate risks of health and safety violations when shipping materials or goods to India. OSHA has a published Federal Penalty schedule up to $500,000 and incarce ration depending on the severity of the violation and determination whether the employers violation is willful or unintentional. Non-compliance will also result in financial risks due to the costs incurred on personal injury settlements and accomplished claims. It is highly recommended to recruit qualified workers in specialized fields India to command the companys continued success. Conditions for the temporary and permanent employment of aliens in the United States, including provisions that address employment eligibility and employment verification are set forth under the Immigration and Nationality Act (INA), and employers have responsibilities under the immigration law during the recruitment service. Employers must verify the employment government agency of the individual hired after November, 1986 and retain a Form I-9 that is realized by the employee.Non-compliance by discriminating against individuals on the basis of national origin, citizenship, or immigration status, and willful violation by hiring individuals that are unauthorised to work in the United State may be subject to fines, criminal penalties, debarment of government contracts, payment to unlaw soundy discriminated individuals. The Equal physical exertion luck Commission was established by Title VII of the Civil Rights Act of 1964 to assist in the protection of US employees from discrimination. The law was the first federal law designed to protect most US employees from employment discrimination based upon that employees race, color, religion, sex, or national origin (Public Law 88-352, July 2, 1964, 78 Stat. 253, 42 U.S.C. Sec. 2000e et. seq.). Discriminatory practices in the workplace may result in costly fines and litigation expenses. For example, under the Age Discrimination in Employment Act, the employee who filed a complaint may be awarded back pay, retroactive benefits, liquidated damages or even a job promotion. Compliance is a process of knowing the laws and developingpolici es and guidelines to implement these laws, and communicating to organization. The following is a compliance plan to ensure full understanding of the employments laws and adherence.Employment laws are constantly challenged and changed. prove a compliance checklist to update employment laws to stay current and update the company insurance policy as needed. Any changes or updates must be communicated to the employee. As Bollman Hotel Chain is becoming more international, the framework of the company policy should take into account the day to day realities of functional with the company and collision the individual, collective and business objectives as well as the local entities employment laws. A collection and reporting system should be established concerning employment, working conditions, social practices and human resources in each country to ensure equal treatment and non-discrimination, respect for individuals, safe and healthy working environment and fusion of the company goals.Schedule a quarterly meeting with each theatre director to review the company policy. Provide formal and informal training program to all employees to bring awareness and understanding of their civil rights and employment laws. have got all personnel records and document all pertinent communications such(prenominal) as employee evaluation, annual activity discussions and professional development discussions. Finally, foster an candid dialogue between managers and employees to ensure that everyone is fully engaged and committed to full compliance of the employment laws.

Ben nighthorse campbell

varied people would start receiven him differently some would remember him as who he was before he became popular in the eyes of the commonplace a farmer and a police smudger, correct a jeweler or a world class judo fighter . But for the greater majority, particularly his constituents, Ben Nighthorse Campbell was a earth servant who gave a lot to the public by means of the things that he did during his s ever soal years of tenure while table ser sin in public bit from the congress to the senate and every minor office in between that goes with the elect position.Several important individuals in different field shower Senator Campbell with very compliwork forceting words adducering to him as some angiotensin converting enzyme who is dedicated, as someone who is considered as an accomplished public servant . History believed he was a governmental leader who possessed charm, someone who is sincere and has a strong set of leadership qualities . One other description of him is that he is a fighter then and now. His background in the military, in judo and even in the streets when he was young, was a testament to that. In politics, he never changed his perspective.He was described as a straight-shooter , while other critics view him as someone who is shooting from the hips . Because of the significance of senator Campbell, the purpose of this paper is to discuss Senator Campbells life, with focus on his career as a senator and as a congressman and mentioning also his roles in the military, in the American judo history, notes on his individual(prenominal) life before and during his political life and his role in the content Law Enforcement Officers Memorial and Museum, National Museum of the American Indian and in the Senate committee on Indian Affairs.II. Campbells Life Born on April 13, 1933, Senator Ben Nighthorse Campbell is one of the few politicians of note who rose in the political circles carrying proudly his Indian ancestry. He is proud of h is aborigine American heritage. His sense of gazump and committedness to his root and to his culture was seen through his actions as well as through his clothing it was as if he was corroding his culture, identity and heritage. For example, he was seen wearing ceremonial tribal clothing as he attended the openitentiary up of the National Museum of American Indian (NMAI) .It was considered as a major scene that has created, established and sustained the overall persona that is Senator Campbell all throughout his life, peculiarly during his political life . Campbells personality of hinging so much of who he is as he presents himself to the public on his being a Native American Indian was moreover enough for people to forget that thither were in truth men who preceded Campbell who, just like him, were partly Native American Indian and also won elected public office.One of them served in an office even higher than Campbells and that would be Charles Curtis, who would eventuall y become the outgrowth vice president of the United States who is a Native American Indian. The highest elected office ever held by an Indian in the US was the vice presidency . Unlike Campbell, Curtis was from the Kaw tribe hailing from Kansas. In his vein was quarter of occupation from this tribe. Also, he was an attorney before getting elected, unlike the more blue-collar type of jobs that Campbell pursued early in his life before unsteady to jewellery designing and production later on.Nonetheless, both elected men are skilful and honorable men who made the Native American Indian community proud. But even with men like Curtis and how they were bigger men politically, the Indians appreciate Campbells efforts at staying with his packaging as the American Indian holding office at the senate and at the congress. This personality/attitude more than compensates for the fact that he was not the prototypic of his kind. Although not the first Native American senator, he is the firs t to make a narrative with his Indianness. Indeed, he, too, was a record maker of sorts, and in many an(prenominal) ways.This is what the paper result explore throughout the discussion on the different aspects of personal and political life of Senator Campbell, who, in November 3, 1992 made a historic feat by becoming the first American politician with Native American root to be elected as a senator. It was something that hasnt happened in more than the vi decades that has passed in the senate history prior to his election to the office. Prior to that, he became the one-sixth politician with Native American heritage and ancestry to be ever elected to the congress, a seat that was given to him through the votes of the public for ternion cartridge holders .Senator Campbells Indian heritage is no secret. In fact, it seems that it is one of his many major personal characteristics that the media, as well as his colleagues, often refer to or address, particularly his being Indian, and his respectful stature in the Indian community, like being a Northern Cheyenne Tribe chief, a position he and only 43 others possess . Because of Campbells pride towards his heritage, his people in re gimmick are doing ways to let Campbell know that his act of holding on to his Native American Indian roots and not covering it up with modern day personality just to suit his high echelon colleagues and.So that he will suit their taste for a particular company, his native Cheyenne are going out on a limb just to celebrate the victory of one of their or so accomplished sons. For example, many Cheyenne individuals joined the butt on. Some of them spent as much as they can spare just to lavish Campbell and the parade with the decorations fitting to the act of congratulations coming from the Cheyenne tribe. Some actually spent more than they could spare just so they can choose Campbell as their own and they can show how proud they are of Campbell. half dozen of the riders were North ern Cheyenne, who had bankrupted themselves to show the world that Campbell was one of their own . Despite his Indian American / Native American Indian roots, Campbell was a Catholic from the time his mother, also a devoted catholic, had him baptized when he was still a baby by bringing him and his sister Alberta to a church to be baptized just close to the time Campbell was born, until the time when he seemed to have had a falling out with the Catholic faith.But Campbell, during his adult life and especially during his tenure as public office politician, drifted from religion, and proof of this is the item unspecified marked on the space allotted for the identification of religious connection of the individual. This distinction, again, made Senator Campbell someone who is different from the rest of the field in the 106th Congress. He was the only one whose religious affiliation was unspecified, although there were no undetermined explanation(s) why such was the case it could be anyones guess, from clerical error, mistake, or other reasons .His sudden dissociation with the Catholic faith was a surprising turn of events for Campbell. There are many good things that the Catholic faith has through with(p) for Campbell, especially during his youth. For example, there is the role of the faith during the times they were sent to the orphanage by their parents because they cannot take care of him and his sister because of their mothers sickness and their fathers alcoholism and unfitness to financially support them.While the Catholic faith and the orphanage system had their look at of bad reputation, history points how the Catholic experience was a relatively good one for Campbell. In retrospect, Campbell recalled how the nuns and priests, who took care of him when his parents were unable to take care of him, set him well. In his recollection of his days with these priests and nuns, as he narrated it for his biography produce in book form, he mentioned just se veral instances wherein he was penalize like being sent inside a pig pen to be with a huge pig.

Chapter6: Advertising Design

Chapter6 Advertising Design 1. How nonify the hierarchy of effects representative and a means-ends analysis help an advert creative design wear prohibited commercials? 6 locomote of hierarchy of effects Aw beness-K out right fieldledge-Liking-Preference-Conviction- purchase The six steps argon sequential, although few experts forefront if they ar really sequential. But, the basic model says they be sequential and that consumers dribble some eon at each step. For instance, before a consumer prat like a rat, they first must be aw atomic tour 18 of it and cook some knowledge of it. To develop shuffling loyalty, consumers must go by dint of all six steps.It is similar to situation formation and the cognitive- affectional-conative sequence. cognitive instalment of attitude is the awargonness and knowledge. Affective component of attitude is the liking, preference, and conviction. Conative component of attitude is the purchase. The second theory that it is distinguish ed to adopt is means-end theory. The basic concept is that a means, the centre, leads to an end- verbalize, or soulfulnessal value. The model suggests six elements that argon minute to ad design. Product charges lead to consumer benefits. The supplement point connects that benefit to the soulal value.Taglines be theatrical roled to make an authorised and memorable point nearly the growth. 2. How atomic trope 50 supplement points and taglines increase ad effectiveness? Leverage points ar important. They break away consumers from the benefits to the personal values. It links attri to a greater extentoveres to benefits to personal values. The leverage point should be associated with some component of attitude replace. To be effective, ads need powerful leverage points. The leverage point muckle be a visual, part of a visual, a headline, a tagline or even copy in the ad. Most creatives dangle considerable time thinking or so and creating a great leverage point.Ta glines ar key phrases in an ad. They be designed to be memorable, unique, and adjure a special meaning about the strike off. Taglines faeces pop the question unison crosswise ads and crosswise advertizement drive slipway. Taglines break identified with a limited speck and conk any proper(postnominal) ad or ad campaign. Developing good taglines is important because it lives with that speck and is about a presbyopic time, much(prenominal) as Nikes tagline Just Do It. While taglines rout out be changed, companies fix to be prudent not to confuse clients and necessitate conflicting messages about the fault. 3.What roles do visual and literal images play in ads? The last theory of design to be considered is the relationship amid the verbal and visual elements of an advertisement. Most ads seek to give up a balance between visual and verbal, but usually one get out be much than dominant than the former(a)wise. One reason for the change is that visual proce ssing is easier for consumers to slide by. Visuals atomic number 18 stored in the brain twain as pictures and as words. Concrete images black market to be remembered better than abstract visuals. If consumers brush off s excessivelyl a intellectual image or picture, it actually is superior to seeing the visual, in charge of recall.So intercommunicate ads that sack up make listeners use their imagination and picture the crossroad work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the similar meaning. It is specially beneficial in international ads where advertisers command to convey the same message to every market in the world. Business-to-business ads in the past emphasizingd verbal content, but in recent historic period have moved to more visuals. 4. What atomic number 18 the seven main types of publicizing appeals? * devotion * Humor * Sex * Music * Rationality * Emotions * Scarcity 5. How sack fear be employ to get to an effective ad? fearfulness appeals atomic number 18 prevalent and are apply for ingatherings ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of present moment that result move on and vulnerability is the probability of the event happening. Response capability is the likelihood that a change in behavior or actions get out result in a desirable peremptory consequence. Intrinsic final concedement is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response live is the exist or sacrifice the person will need to make to obtain the reward.Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to abandon an undesirable behavior. All of these factors regulate the effectiveness of an ad using a fear appeal. The behavioral response model explains how fear appeals work. F or a point of intersection, much(prenominal) as a home security system ad undersideister focus on severity, what happens when a home is broken into, or the vulnerability, which would be the probability of it actually occurring. The ad do-nothing show the oppose consequence of such an event. An ad tramp show the intrinsic and extrinsic rewards from place a security system.Response efficacy can be illustrated by the warning device going off when a burglar tries to enter and the police are called. Peace of mind and security are then(prenominal) shown as the dogmatic consequence. 6. How can conception be apply to create an effective ad? Humor is an excellent appeal for getting and keeping someones fiscal aid. Humor is used in about 30% of television and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and then remember the ad. In recall tests, consumers most often remembered humorous ads over ads with other types of appeals. The better(p) r esults occur when the humor is connected naturally with the overlap.Advantages Humor piques consumer interest. Humor increases recall and comprehension of ads. Humor elevates pluralitys moods, and if people palpate good about an ad, they will escape to think irrefutablely about the grime being advertised. Problems occur when the humor is offensive or overpowers the message. To prevent the humor from overpowering the message, the humor should focus on the product and not jut alone. Humor is rooted in culture and so what is funny in one country is not probably to be funny in another. Good humor that is remembered and that is connected with the daub is tall(prenominal) to achieve. . Why does sexual activity play such a prominent role in advertizing? Sex appeals are often used to break publicize clutter. The use of sex appeals has increase in the United States and in numerous other countries. The problem is that sex appeals may not carry the come to they used to because c hildren are growing up exposed to sexual themes all around them. As a result, many advertisers are moving to more elusive sexual clues and a softer sexual approach. 8. How can euphony, rationality, and scarcity be used to increase publicizing effectiveness? Music is an important part of advertisement.It connects with emotions and generates memories. It has invasive value and gets worry. Music increases the retention of visual training. It produces higher(prenominal) recall lashings and can increase persuasiveness. Music tends to be stored in long-term holding and consumers often connect a special music or phone call with a particular brand of product. Music appeals unfold a number of proceedss. Consumers have an affinity with existing songs so when an existing song is used, consumers have al transformy heard it and most have developed emotions with it. Brand sense, brand equity, and brand loyalty become easier with music appeals.One reason mcgarrybowen sent a creative brief to musicians and asked them to write a song is that to purchase the rights to menstruum favourite songs can be extremely expensive. Musicians have become more open to writing and performing songs for ads. It is a way to be heard. Songs are often posted on YouTube and other grades. Occasionally, the full song edition of a tune written for an ad will become popular and move to radio sends and other popular outlets for music. Rational appeals are based on the hierarchy of effects model and the sequence of steps outlined in the model. It implies active processing of information.Rational appeals work best for grade ads where longer copy can be inserted and online where there is very dinky limit to what copy can be inserted. Rational appeals are common in business-to-business ads, again in print media, peculiarly trade publications. When members of the acquire center are searching for information, ads using rationale appeals can be effective. Rationale appeals work well for complex and high involvement products. If a person processes the information in a rationale ad, it is excellent at changing attitudes. Scarcity appeals recommend consumers to make a purchase now because of some type of limitation.Often that limitation is limited supply so the product must be purchased before they are all gone. It can be based on limited time. You altogether have 5 old age or one week, or just one hour. Scarcity appeals are often tied to other promotions such as contests, sweepstakes, and coupons. The concept is to gain customers to take action, now, and not wait, or it will be too late. 9. What are the primary areas of concern in international advertising? Chapter7 1. How are the third main types of message strategies used to increase advertising effectiveness? Cognitive message dodging presents rational arguments or pieces of information to consumers. ) Generic cognitive message dodge abets a products attributes or benefits in a straight forward manner withou t any claims of transcendency. This ad for Koestler Granite and marble uses a generic strategy. Generic message strategies can stimulate brand awareness. It can also strive to make the brand synonymous with the brand category. b) Preemptive cognitive message strategy makes a claim of superiority based on a products specific attribute or benefit with the intent of preventing the competition from devising the same claim. This advertisement for Waterfront Grill uses a preemptive message strategy.An effective preemptive message strategy can occur when a caller-out is the first to state an expediency or benefit. c) Unique selling proposition message strategy focuses on a testable claim of uniqueness or superiority. d) Comparative cognitive message strategy focuses on a direct or substantiating comparison to a competing brand. The brand can be real, mentioned, or fictitious. The improvement of comparative ads is that they tend to capture attention. Brand awareness and message aware ness tend to be higher. The oppose is that they can be less plausible and can create a negative attitude.This is most likely to occur when a negative comparison approach is used in the ad, downgrading the competing brand. If the consumer does not believe the ad, then spontaneous trait transference can occur, which is placing the negative trait on the advertised brand instead of the competitor. It is important to engage competitors wisely in making comparisons. Advertisements that invoke feelings or emotions are affective message strategies. These messages attempt to put forward the likeability of a product, recall of the message, and comprehension of the message. ) vibrancy advertising connects a product with a consumers sleep togethers from the past in order to develop a bond with the brand. Often, advertisers will use music from that generation to create that delirious bond. b) Emotional messages attempt to elicit emotions that will lead to product recall and choice. Many d ifferent emotions can be connected with a product. Emotional messages are used in both consumer and business-to-business advertising. Affective message strategies help develop brand equity done creating an emotional bond with the brand.Conative message strategies are designed to lead right away to some type of action or response. a) Action-inducing conative ads advertise consumers (or businesses) to act in some way, to do something. It can be to make an inquiry or access a meshing site for more information. b) Promotional livelihood conative messages are tied with some type of promotion. It may be a coupon, a contest, or a sweepstake. 2. How do the main types of executional frameworks help to digest quality advertising messages? 3. What types of sources or instances can be used in advertisements or commercials? Advertisers have four choices Celebrities The most common type of part is the celebrity. They are featured in about 6% of all ads. A celebrity can enhance brand equit y and create emotional bonds with the brand. Celebrities are more effective with younger consumers than with older individuals. Athletes are a popular category of spokespersons. Celebrity spokespersons can be used to ca-ca a brands personality. Categories of celebrity Unpaid celebrity endorsements will some m occur with a charity or cause. When celebrities endorse a cause and are not being paid for the endorsement, they carry a high level of credibility.Celebrity section-overs are used because of the quality of their voice. Sometimes it is because the voice can be recognized and will influence consumers. At other times the voice-over is a distraction because consumers pay too much attention to the voice and dont hear the brand message. The last category, unwarranted celebrities is somewhat controversial. It is becoming more common because they cant let negative publicity to themselves or the brand. CEO CEOs can be used as spokespersons. They work well if they are highly visible and personable. They can be a major(ip) asset to a company.They work especially well for local companies where consumers in that area know them personally, or at least have met them. Expert spokespersons should be experts in their fields. They then practise as an authoritative figure and can provide expert opinions. ordinary persons It can be either paid actors who portray a exemplary person, or it can be everyday, ordinary people. 4. What process is used to create advertisements? While a creative may not draw a means-end chain out as was illustrated in this text, the creative will consider the products attribute, benefits, and the values it can fulfill.Decisions then must be made about the leverage point, the appeal, the message strategy and the execution. Finally, if a spokesperson is going to be used, the agency and client will need to fall who it will be. Visual soundbox across ads and across campaigns allows consumers to quickly chance on an advertisement and a brand. f ly the coop duration is always an issue. From a address perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for raw(a) campaigns is voiceless to determine. Taglines repeated in ads helps tie campaigns together and identify a brand.It is important to use consistent military position to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Dont overwhelm consumers with too much information or too many benefits. Lastly, create ads that hunt down and are visually appealing. 5. What are the principles of advertising effectiveness? Producing effective ads requires the critical point efforts of the client and agency personnel. This slide lists some important principles to follow. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue.From a represent perspective, clients w ant a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for refreshing campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand. It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Dont overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 6. How are advertising platforms adjusted to fit international circumstances?Chapter8 Traditional Media doings 1. What is a media strategy? Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to electric potential customers is a challenge. It involves daystaring a target listening to the media audience of specific programs. 2. What elements and individuals are complex in media jutning? Media planning b egins with a careful analysis of the target market. It involves understanding the process they use in making purchases, the consumer behavior events that guide those choices.It involves studying the media choices the target market makes and understanding their listening and viewing habits. To match the media to the target market requires understanding the target market. Components of media plan trade analysis provides a comprehensive review of the trade program and where advertising fits into the plan. An advertising analysis states the primary advertising strategy and cipher to be used, as well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will appear in individual media vehicles.The media planning concludes with a justification and summary of the media plan. Individual involved Media planners work closely with the creative staff, the account executive, account planners, and m edia buyers. Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyers responsibility to ensure a good location for ads. search has shown there is little connection between the size of the agency and the price negotiated. Being a large agency does not guarantee overturn prices. A spot ad is a one-time lieu of an advertisement.The rates are negotiated individually with television stations and as a result prices convert considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agencys culture and transit record in purchase media, and in the relationships the media buyer develops with the media reps. 3. How do the terms used to strike advertising help the trade team design effective campaigns? * march on Number in target audience exposed, typically 4-week period * of tenness Average number of exposures Opportunities to see (OTS) Cumulative exposures, Placements x frequency * gain rating points (GRPs) Measures impact of intensity of media plan, Vehicle rating x OTS (number of insertions) * be Cost per thousand (CPM), CPM allows for live comparisons * Ratings and Cost per Rating Point (CPRP) Ratings footstep percent of target market exposed by intermediate, CPRP allows for comparison across media, Cost of media buy / vehicles rating, Weighted CPM * Continuity straight campaign, Pulsating campaign, Flighting (or discontinuous) campaign * Impressions Gross impressions total audience exposed to ad 4.What are some of the primary advertising objectives? The three-exposure hypothesis was introduced by Herbert Krugman. The hypothesis states that it takes at least 3 exposures to an ad for it to have an effect. It also is based on the idea that advertising has intrusion value, which is witnesss will pay attention to an ad even if they dont want to. Most advertisers feel three exposures are not enough and that advertising today does not always uncover intrusion value.Consumers have selective attention and focus. They pay attention to only certain ads. According to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad and suggests advertising needs to be continuous since most of the time ads are ignored and increasing exposure through adding reach out is more important than adding frequency.Effective reach is the percent of the audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times and audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times then resources are being wasted. The size and placement of ads impact exposure and impact effe ctive reach and effective frequency.Advertisers today have computer models that will help them optimize media schedules. 5. What are the advantages and disadvantages associated with each of the traditionalistic advertising media? TV Advantages last reach, exalted frequency potential, Low cost per contact, Quality creative opportunities, High intrusion value, Segmentation possibilities through furrow outlets Disadvantages Greater clutter, Channel surfing during commercials, short(p) mount of copy, High cost per ad, Low recall due to clutter Radio Advantages Lower cost per spot than television, Low production cost, Music can match stations programming, High segmentation potential, Flexibility in making invigorated ads, Able to modify ads to fit local conditions, Intimacy (with DJs and radio personalities), germinal opportunities with music and other sounds, Mobile people carry radios everywhere Disadvantages Short exposure time, Low attention, few chances to reach national audie nce, Target gemination when several stations use same format Outdoor Advantages Large, spectacular ads possible, Able to select geographic areas, Accessible for local ads, Low cost per impression, Broad reach, High frequency on major commute routes Disadvantages legitimate limitations, Short exposure time, Brief messages, Little segmentation possible, Cluttered travelling routes Magazine Advantages High market segmentation, Targeted audience interest by magazine, High color quality, Long life, Direct response techniques, Read during leisure time, all-night attention to ads Disadvantages Long lead time for ads, little flexibility, High cost, High level of clutter, Declining readership Newspaper Advantages Priority for local ads, Coupons and special-response features, High credibility, Strong audience interest, longer copy/message possible, High flexibility, Cumulative volume discounts Disadvantages major(ip) clutter, Short life span, Poor quality reproduction, Limited audience, Poor buying procedures 6. How can the merchandising team use the media mix to increase advertising effectiveness? * Selecting the proper blend of media outlets for advertisements is crucial. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining two or more media increases the impact of an advertising campaign more than any one medium by itself. This is dead on target in both the consumer market and the B-to-B market. 7.What are the key issues associated with media selection for business-to-business markets? * B-to-B ads expression more like consumer ads * Reasons for shift * Decision makers also consumers * Decision makers difficult to reach * Clutter in B-to-B traditional media * Increase in advertising through consumer media * Trade publications still important * Same with Business magazines 8. What issues are associat ed with media selection in international markets? * Media importance varies. * Media viewing habits vary across countries. * Media buying is different. * Cultural mores vary. Chapter9 E-active trade 1. What is e-active production? It combines the two major components of e-commerce and synergetic selling.E-commerce consists of click-only operations that sell exclusively online and bricks-and-clicks that operate both a sell store and are online. E-commerce is being conducted in both the consumer sector and the B-to-B sector. fundamental interactional marketing is the development of marketing programs that create two-way communication theory and enhance engagement of consumers with the brand. The Internet is the grand medium for interactive marketing. It can track activity, where a person goes and what they do. It can individualize messages. The emphasis of interactive marketing is two-fold to target individuals and to engage consumers. 2. How had Web 2. 0 affected the field of marketing communications? * Companies shifting dollars to online communication Changes consumer communications and interactions with companies * Pushing to real-time communications * Instant communications and consequence service * Instant response to negative events 3. How can e-commerce programs and incentives build a tighter customer base and overcome customer concerns at the same time? E-commerce component Catalogs * Easy to use * Photos, cyclosis videos, information * Match store and printed catalog * Sears Shop Your Way * Products not in store or printed catalog * Choose where to purchase obtain handcarts * Allows consumers to select products * Save or Wish button * Shoppers abandoning shopping cart requital systems * Easy, quick, and convenient * Multiple methods * B-to-B voucher or charge systemStore locators * Customers who want to pick up an item at the store. Customization * Customers prefer * Promotions from Web site * Access via mobile phone Customer reviews an d feedback * Emerging trend * Provides probability for interaction * Provides level of confidence Financial incentives can persuade an individual or business to make that first purchase. The most effective financial incentives are reduced prices, free shipping, and e-coupons. Of the three incentives, 80% of shoppers say they prefer free shipping. Financial incentives must be meaningful and to generate return traffic to the site the incentive needs to be changed periodically.Online operations can offer financial incentives because of cheaper operational be. The company has lower shipping costs since customers most of the time pay shipping. There are lower assiduity and personnel costs since there is no retail operation. Orders can be shipped directly from the warehouse to customers. Convenience incentives make the online shopping experience easier and instigate return trim downs. E-commerce is available 24/7. People can place orders at anytime from anywhere. It is important to h ave product information online so consumers can conduct research anytime. Online peer reviews are helpful and in the Web 2. 0 are expected. If consumers can compare brands online, that makes it easier for them.Value-added incentives encourage customers to come back to an e-commerce site, and change purchasing habits long-term. Value-added incentives are things that customers value. 4. What makes e-commerce a crucial part of business-to-business commerce? E-commerce is critical in the business-to-business sector. Many business transactions are conducted over the Web. The number of hits at a business site is directly related to expenditures in offline advertising and gross revenue promotion offers. The incentives to gain business customers are the same as for consumer customers financial, convenience, and value-added incentives. A major component of B-to-B e-commerce is online exchanges and auctions.These sites allow for bidding for materials and supplies, and can connect buyers and sellers. 5. How can interactive marketing and online advertising increase brand awareness, sales, and customer loyalty? Interactive marketing is the development of marketing programs that create two-way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold to target individuals and to engage consumers. Steps in developing interactive marketing a) Cultivate an attitude of giving b) ca-ca trust ) Identify your one word brand d) Define your last vision e) Choose your communication channels f) Evaluate and adjust Online advertising is effective if ads are placed on the right Websites and the messages resonate with individuals. Budgets for online advertising have increased in recent years and will offer to increase. One reason for the shift to online advertising is the metri cs available to measure results. Online metrics provide for almost instant measurements of results. A company can see how many hits an ad produces and even what percent make a purchase. Types of online advertising * Display or banner ad * Classified ads * anticipate advertising Media/video ads 6. How can brand spiraling and blogs generate positive outcomes for the marketing department? Brand spiraling is the use of traditional media to promote and attract people to a Web site. With direct mail and e-mail, companies can use PURLs, which are personalized URLs that are preloaded with personal and customized information for that consumer. top hat results are obtained when online advertising is integrated with offline advertising. Blogs are online musings, written content put on the Web for others to read. Blogs provide a venue for people to talk of the town online and can generate considerable online bombilate, especially for hot topics.A survey of online users lay down that about 47% go to social networks to download coupons and search for information about products. About 45% access social networks to learn about upcoming sales and to obtain discounts on products. About 22% read or write a product review on a blog. 7. Why have online social networks, consumer-generated advertising and reviews, e-mail, and viral marketing become key components of marketing communications programs? a) Important component of interactive strategy * Integrate with other channels * Resemble information on Web site b) Using Web analytics to direct e-mail campaign * Individuals who visit Web site * Individuals who abandon shopping cart * Targeted e-mails have higher conversion rates ) E-mail newsletters * pretend brand awareness * begin Web traffic * Customers sign up for newsletters * Provide value * let off subscription * Tie-in with Web site Viral marketing is the passing playing on of a marketing message to others in some way. It can be through an e-mail or on a blog. It i s form of word of mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games. 8. How can e-active marketing be conducted successfully in international markets? A major advantage of E-active marketing is that it can be global. It doesnt matter where the customer is or where the company is located.But, a number of e-commerce businesses do not take advantage of global customers. Shipping can be an issue. It may be difficult and expensive to ship a product to Japan or India. Payment methods also vary widely, but can be handled through companies such as PayPal. Communication can be an issue, although many people can read English. Technology is important to consider. Videos that play well with broadband connections may not work well in other countries with slower speeds. Chapter10 ersatz marketing 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing commu nications program?Buzz Marketing Buzz marketing emphasizes consumers passing along information about a product and since it is word-of-mouth from an individual, it has a higher level of credibility. Methods of generating buzz are through consumers who use and truly like a brand uses it is the ideal brand ambassador. They can spread buzz through personal conversations with people and also online through chat rooms, blogs, and e-mails, consumers who are sponsored to talk about a brand It works best when the person likes the brand and uses it. Companies normally offer some type of incentive in exchange for the positive advocacy. It can be cash, but most of the time is merchandise.Selection of brand ambassadors is based on a persons devotion to a brand and the size of their social circle. Since the idea is to talk to their friends and other people, the size of the social influence is important. They are expected to design their own grassroots effort on how they will promote the brand. M any will use low-cost marketing events and even online social networks. Although the individual is being sponsored, the key for success is that they are genuine and do believe in the product being pitched, and a company or agency generating buzz high risk strategy, especially if the person doesnt identify himself as an employee and the public finds out.The Word of babble out Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign. 1) Be honest about the relationship you have with the company and what you get for being a sponsor. 2) Be honest with your opinion. Dont say just what the sponsor company wants you to day. 3) Be honest about your individuation. Guerilla marketing developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods. Guerilla marketing focuses on a field or area and involves interacting with consumers in a unique and different way. The aim is to create exciteme nt and to generate buzz.It is often connected with grassroots efforts to despatch a brand or to market a product. Often alternate(a) media are used. Reasons for using guerilla marketing * To find new ways to communicate with customers * To interact with customers * To make advertising accessible to consumers * To impact a spot market * To create buzz * To build relationships with consumers Lifestyle marketing involves identifying marketing methods associated with the hobbies, pastime, and lives of the target audience. It involves making contact with consumers were they go for relaxations, excitement, socialization, and enjoyment. The idea is to run into with consumers during their daily lives.For instance, A/X Armani Exchange reaches young consumers through sponsoring and reach up booths at music festivals and fashion shows. Experiential marketing is the crosswalk of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of dire ct marketing through an interactive connection. Rather than just pass out samples, make it an experience the consumer will remember. Nickelodeon used experiential marketing with their Slime Across American Tour. Steps to take positive experience * Clear, concise target segment * Identify right time, right place * Engage emotionally * Engage logically * Clearly give notice (of) brands promise . What methods can be used to in effect employ product placements and brand entertainment? Product placement is a planned insertion in a movie, television show, book or other forms of entertainment. It has been used since the 1890s, but only recently has grown in popularity. The biggest surge in product placement came in 1982 with E. T. and Reeses Pieces. The placement of the Reeses Pieces in the movie spurred a 65% increase in sales following the movies release. Research has found that product placement increases awareness of the brand, creates a more positive attitude towards the brand, but does not have any immediate impact on sales.From a cost standpoint, product placement has a low cost per viewer of impressions. A primary advantage is that the impressions do not stop with the movie. later on the movie has played in theaters it goes to DVD movie rentals, to pay-per-view television, then to the movie channels on television. Branded entertainment is the integration of the entertainment and advertising by embedding the brand into the storyline of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also now found in novels, plays, songs and movies. For successful product placement and branded entertainment, choosing the right media is important.It helps when other promotional materials are produced that beef up or remind individuals of the brand and even the placement. Product placement and branded entertainment work because there is no call to action, so consumers tend to have a positive attitude towards the brand. Some consumers are more receptive than others. People ages 15 to 34 are more likely to notice product placements and be more receptive to them. Sometimes product placements allow companies to bypass regulations and get their products in front of their intended audience. Reasons for increased spending * Appeal stronger in non-advertising context * Perception of what others think is important * Provides post-purchase reassurance * Reach individuals who place little value on brands . How have in store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? Store marketing point The in-store shopping experience has a major impact on purchase decisions. It is the make or break time in terms of a decision to purchase a particular brand. In-store advertising seeks to engage customers. The most engaging forms of advertising are end-aisle displays and merchandise displays. The least engaging are ceiling banners and overhead mobiles. Using color, light, sound, taste, and scent increases engagement. Effective point-of-purchase * Integrate the brands image into the display. Integrate the display with current advertising and promotions. * leave the display dramatic to get attention. * grip the color of the display down so the product and signage stand out. * Make the display versatile so it can be easily adapt by retailers. * Make the display re-usable and halcyon to assemble. * Make the display easy to stock. * Customize the display to fit the retailers store. 4. How can brand communities enhance brand loyalty and devotion? Brand communities are the ultimate in brand loyalty and brand devotion. It offers symbolic meaning and provides for interaction between the brand, consumers, and companies that participate. People join because they have shared values and experiences.Brand communities cannot be created by brands or companies. It has to be customer driven. But, brands can enhanc e the residential district and provide a richer brand community experience. Reasons People join a brand community as an af sozzledation of their buying decision. It provides social identity and bond with fellow brand owners. They can swap stores, swap advice and provide help to each other and to new members. It provides a venue for feedback and new ideas. Ways to enhance a brand community * Create benefits to encourage new customers to join. * Provide materials not available anywhere else. * Involve firm representatives in the groups. * Sponsor special events and regular meetings. Promote communications among members. * Build a strong brand reputation. 5. What methods are used to adapt election marketing programs to international marketing efforts? Companies can enhance a brand community. Companies can create benefits for individuals to encourage them to participate and join in the brand community. Materials and items not available to the public can be provided to members. Represe ntatives from the firm can become involved and sponsor events and meetings. They can encourage and provide an route for members to communicate with each other. It is also important for the company to continue its strong brand name and maintain its reputation.